How does the owner of a photography shop know the meaning of private domain?

How does the owner of a photography shop know the meaning of private domain? With the development of the Internet, the iteration of things, the transmission of information and the connection of things in the world have become convenient, fast and light. Nowadays, with the development of electronic products, the communication between people becomes simple, diversified and circular. The circle mentioned here is actually closely related to the private domain. People always like to go to circles that they are good at or interested in. The definition of private domain just illustrates this point. Definition of private domain: private domain refers to the domain where brands have repeatable, low-cost or even free access to users. Private domain format is an online and offline integrated brand independent business position, and it is also a new format with independent brand development, comprehensive customer relationship and online and offline linkage. The common private domain is actually our WeChat, friends circle, WeChat group and WeChat official account. In this ecosystem, we can operate target users, increase the number of users, and operate private domain traffic well, which can bring us: 1. Achieve growth in a low-cost way. Obviously, the cost of exposure on the platform is higher than that of personal tools, and even the cost of payment by WeChat group, official WeChat account and circle of friends. And the cost of trial and error is also high; The operation of the private sector can be individual or team. For studio owners, a common example of private domain is the poster of friends circle, and corresponding activities (such as certificate shooting package with preferential opening season price) are set on the poster to attract potential and interested users to sign up. This is a low-threshold way to attract a group of inaccurate users first, and then screen out accurate users from inaccurate users; 2. Private domain can carry out deep repeated purchase marketing for users. Most of the traffic in the private sector is customers who are interested in pre-consumption, consulting or business services. For the traffic left by the private domain (WeChat official account fans, business customer service friends), frequently push new tweets, new friends circle posters, preferential activities and other information. Through these regular and repeated in-depth publicity, guests will have a deeper impression on the business and enhance their awareness of the brand. Once they have a new photo demand, it is easy to change. Customers may have demand for this business, but repeated consumption shows the position of this business in customers' minds, and customers are willing to pay for it many times. Take the poster of friends circle in the photo studio above as an example. Many customers who come to spend money may be old customers who have been to the store or consulted before. These customers just need to take photos, or because of the posters in the circle of friends, they are finally attracted to participate in the activities. There may be many people signing up for consumption, but customers who are willing to spend when upgrading packages and considering other shooting packages are the real users for the studio owner. In order to improve the effect of in-depth marketing in private domain, it is necessary to further improve the brand awareness of private domain guests, which actually requires the studio owner to "look at all directions" and "listen to all directions". When observing and screening new primary users, it is necessary to get to know them deeply and improve the in-store experience of guests, such as collecting their experiences and feelings in time, conducting private visits, understanding their real needs and accepting their opinions and suggestions on products and packages. Optimize and improve all kinds of customer feedback, and reply to customers in time. These actions will greatly enhance the brand identity of private users, who are more willing to participate in various activities of the brand, helping businesses to split new traffic and be more easily transformed. This can provide some reference support for other activities and new packages in the future. 3. Achieve more accurate customer acquisition through private domain. Private domain operation is essentially another extension of WeChat socialization, which creates a circle of interest and makes strangers with the same interests become familiar, intimate and interactive in a circle. Therefore, most people who enter this circle are more accurate about the big names of the industry. First, filter out a number of invalid customers and strengthen private domain operations, which not only strengthens the intimacy between customers, but also strengthens the intimacy between customers and products. It also stabilizes the stable existence of old customers, can provide valuable opinions for the boss's product promotion and product suggestions, introduce more new customers, and realize the expansion and addition of private domain pool. The development of the private sector should focus on the development of the private sector of the studio. In fact, the photography industry should pay more attention to the development of the private sector. After all, the output works pay more attention to visual experience, and the photographer's technology, shooting ability and methods have a great influence on his word of mouth. Through private domain, we can accurately amplify the effect of word-of-mouth praise and reach the target group more directly, and what bosses need to do well is to deal with group users: channel, drainage, operation and marketing. Channel: Accumulate original customers or acquire customers through other platforms. Let customers see your contact information (it can be WeChat business card, telephone number, official WeChat account); Drainage: when communicating with customers, we should consider what to talk about with customers, why customers choose your home, and after understanding their needs, we will have a general label for customers, and then we can guide them into different group chats or recommend the corresponding packages, so as not to let customers in and face the products. Drainage available: 0 1. Voucher and code drainage: This is a common drainage method. Guide customers to shop and spend by issuing corresponding coupons and discount codes; 02. Activity Drainage: For example, for the arrival of autumn and winter, hold an exchange activity on autumn and winter shooting; 03. Data Drainage: This is a common method to pay attention to drainage in the official account of WeChat, and it is also one of the methods to guide the addition of WeChat, paying attention to receiving free photographic materials and shooting wearing information; 04. Offline item drainage: This is slightly similar to 02, guiding customers to add and receive corresponding items (such as gift packages and photo frames). ), can guide customers to add attention. Operation: The customer's operation should be based on private domain, and different operation strategies should be clearly carried out for different customers, such as shooting Halloween and Christmas themes. I can push related topics such as clothing matching, makeup and personal belongings matching to further guide customers' attention and interest, and make customers feel sticky about it; Marketing clinch a deal: this is actually the purpose and focus of the private domain, and the foreshadowing in front is to clinch a deal better. What needs to be noted here is that to make a good deal, from the selection of product packages to the promotion and after-sales of customers, all these need to be prepared and improved. The so-called "no war without preparation", although photography is not so exaggerated, it is a great support for the transaction and is handled in an orderly manner. Marketable: 0 1. The combination of customer label and system and the function of label have been introduced before; 02. Launch packages according to the theme of the festival (such as Halloween photography, comic exhibition COS); 03. According to the categories of its own customer groups (such as family photo+couple photo collection, light photo+ID photo package). In the current environment, the cost and difficulty of obtaining customers are very high, especially in the post-epidemic period, the photography industry belongs to entities, so we should pay more attention to the operation and expansion of private domain, and also realize that the development of private domain traffic is of great significance to improve store performance and customers in the later period.