What are the successful cases of "WeChat friends circle marketing" _ Personal WeChat friends circle marketing case analysis

"Mr @ glutinous rice wine" comes from Xiamen. As the name implies, he is a glutinous rice wine brewer. His winery is located in Dongxing Building, Liaopi Village, Xiayang Town, Yongding County, Fujian Province. It is characterized by the traditional manual craft of brewing glutinous rice wine in Hakka tulou. The Hakka tulou in Yongding County has long been famous, and we are no strangers.

It is hard to imagine that this gentleman of Hakka Tulou applied for a WeChat account named "Hakka Tulou glutinous rice wine" as early as last August. For more than half a year, he accumulated while groping and achieved initial results. Let's look at his report card:

According to the latest data from the official account, there are nearly 22,500 fans and monthly sales of nearly 50,000. The price of glutinous rice wine is 60 yuan/kg, and most customers will buy 5-65,438+00 kg at a time, so the price of each order ranges from 300-600 yuan.

How did he achieve such impressive results in just a few months? Let's uncover the secret together.

The difference between Weibo and WeChat

Wechat is more accurate, and the arrival rate of information is higher. It can be roughly understood as: Weibo is like a big horn in the countryside, and it is widely announced, but you may not be at home and can't hear it. Even if you concentrate on watching Korean dramas at home, the information will soon sink into the sea, so the publicity effect is like shooting birds with bullets, while WeChat is more like one-on-one telephone sales, with the effect of "sniper", and the information can be accurately conveyed to individuals.

Based on this, Mr. glutinous rice wine gave up his position in Weibo from the very beginning and put his strategy directly on WeChat. Without careful consideration and comparison, it is impossible to make such a choice, what's more, in August last year, "WeChat official account" was not as hot as it is now, and the so-called preemptive strike was the strongest.

Wechat fans are more loyal. If Kai-Fu Lee announces his WeChat official account in Weibo and has tens of millions of fans, he will quickly grab hundreds of thousands or even millions of fans, but these fans need to complete the action of "moving", and those who are willing to go there must be more loyal fans or "die-hard fans". For most people, unless this account can provide different value (information), no one will pay attention to an unauthorized public account.

WeChat official account is a more accurate, serious and professional interactive platform, but it lacks the endogenous mechanism of fan growth, so its ability to acquire fans is much worse than that of Weibo.

The reason for the above differences is that these differences will directly affect the way you get fans and the way you communicate information.

How to get the first fans?

As we all know, it is hard for the first batch of fans to get a ticket. In order to attract attention, many "Weibo bloggers" first buy some wagon "stiff powder" for their accounts, and some even have a stiff powder rate of over 90%. Passers-by who don't know the truth are easily attracted to the past "attention", but this trick doesn't work in WeChat.

As mentioned above, WeChat lacks the endogenous mechanism of fan growth, that is, you and I can communicate effectively, but it is difficult for me to have a relationship with your fans. Therefore, the acquisition of WeChat fans needs more help from other media or channels.

If you are a big V in Weibo, you have hundreds of thousands or even millions of fans. You only need to publish your account in Weibo, and the first batch of fans will be easy to get, but most people don't have that high influence, and it is even more difficult to get an increase by "moving" fans.

The price of glutinous rice wine brewed by Mr. Glutinous Rice Wine is 60 yuan/Jin, which is quite different from the rice wine of 20-30 yuan in quality and value, so it is very important to know who and where your customers are.

In order to target the target group and make them become fans, he did this:

First of all, he spent some time investigating local high-end kitchen cabinet enterprises and their stores in Xiamen, and finally locked in 10 big brands and 20 mid-range brands.

After that, he carefully selected some shops and spent nearly half a year with his colleagues in-depth interaction with each shop.

As we all know, most of the high-end kitchen cabinets are young couples with certain economic strength. Either they get married or they are going to change their houses. More importantly, this occasion is more suitable for hitting on people. If there are more people in the supermarket and the environment is more noisy, people will have no patience to stop and listen to your stories.

Next, according to your own judgment, once you meet the right customer, you go over and take the initiative to chat up, hand in a business card with a QR code printed on it, and invite the guests to pay attention on the spot. Wechat accounts are private, so there is generally no need to worry about revealing privacy, so most people will not refuse.

Finally, Mr. glutinous rice wine showed his mind and asked for a free bottle for customers to try, so that while getting the first-hand information from customers, they would pay a phone call back according to the actual situation, further gain emotional recognition and finally gain the trust of customers.

From the perspective of consumer psychology, it is usually only a matter of time before he finally becomes your customer as long as he accepts your invitation to try it. With such persistent efforts, they finally got more than 400 loyal customers and established an interactive relationship on WeChat official account.

Chenling Ding once told a story about a Nanjing businessman who used WeChat to sell dried salted duck. At first, his WeChat official account didn't have enough fans. In order to attract attention, they adopted a honey trap. They directly look at various chat tools such as Momo to see which Nanjing girl has the most fans, and then dig the girl to work. When the group reached a certain scale, they called on fans to pay attention to their WeChat official account, thus completing the accumulation of original fans.

How to realize the quantitative change of fans

After the first batch of fans arrive, your confidence will definitely increase greatly, and the rest of the work is to continue to spread the word.

Mr. glutinous rice wine never misses an opportunity to expose his account. If a customer calls for consultation, he will directly inform the account number and invite the customer to pay attention. Of course, there are also "inducements" such as discounts, sweepstakes or offline experiences. At the same time, all products have two-dimensional code interfaces on the labels, which is the same as "luring" customers' attention.

I once received his business card with a two-dimensional code logo prominently printed on it. I exchanged business cards and invited attention to make full use of every opportunity.

Of course, Rome was not built overnight. Getting fans is essentially a kind of exposure with technical content. Make full use of every exposure opportunity, there will be gains, but we must learn to sum up and constantly improve in implementation.

There are many exposure methods, such as DM sheets and exhibitions. It is even more difficult to use the "people nearby" function in WeChat to screen nearby target people, add them as friends, and then invite them to pay attention to public accounts.

How to sell yourself

First, online content.

Mr. glutinous rice wine is not in a hurry to make a hard promotion on WeChat. He really said that "there is no need to deliberately promote products, but more importantly, communication and exchange." Therefore, in addition to the conventional wine culture introduction and brewing technology, the drinking method, efficacy and health care knowledge of glutinous rice wine are also introduced. Customers will also directly consult or ask various questions, and they will organize special personnel to answer them one by one.

But I think Mr. glutinous rice wine has not done enough in content. The topics involved in the content itself can extend from wine to life, family and other aspects. At present, there are only three catalogues in WeChat official account, which is obviously too monotonous. In addition, the content needs to be interactive, try to avoid one-way communication and do more two-way interaction. For example, the content can be designed as a quiz or interactive game to fully mobilize the enthusiasm of fans and improve stickiness.

Second, offline activities.

They will organize offline experience activities from time to time and call everyone to the brewing base of Hakka Tulou for supervision and inspection. This is also a way to mobilize fans to participate. Imagine that on a sunny weekend, it is also a good parent-child experience for young couples to take their children to experience Hakka tulou culture and understand traditional brewing techniques. After the activity, customers will buy some products to take home more or less, which really kills two birds with one stone.