How do dealers do a good job in regional grounding gas but do not promote marketing?

Regional promotion can also be understood as a push, including offline promotion and online operation. The two are related to each other. The simple explanation is the traditional sales of doing things with the Internet.
Smartphones, the rise of WeChat, APP, the public number is like a spring garden, hundreds of flowers are gorgeous, some are to lead the way, the fragrance floats all over the garden, while the other part only wants to (only) bloom silently, go to its three meters Only in the scope can you discover its beauty.
Far from it, many public service organizations (such as TV stations, communities, 2B companies), small companies have their own WeChat public account, and some even have their own APP. The organization or company's service target is the local masses or a narrower part of the population. The products come out, and when they are promoted, they will be embarrassed. The promotion will be extensive, the network will be purely pushed, the target group will be too wide, and they will not know where they are. First, the cost (manual + venue fee + gift + traffic) is getting higher and higher, and the second is that there is not much "heart" in the activities, and the target group is immunized quickly!
The activity is not good, the conversion rate is too low, and there is always a feeling of space when promoting. Just as a man can't say nothing, we also hope that the promotion activities are done very well. Here are just a few personal thoughts:
I. Definition of regional promotion
Regional promotion can also be understood as a push, including offline promotion and online operation. The two are related to each other. The simple explanation is the traditional sales of doing things with the Internet.
Second, the behavior of regional promotion
The act of regional promotion should include the following:
Sell ​​products to users: Let users know and accept your products.
Guide the user experience: Let users complete more than three experiences.
Do user operations: let users enjoy sharing with other users and form a virtuous circle.
Product feedback: feedback the user experience to operational and product decision makers.
Improve the standardization path: sum up the rules of large-scale development of users, and update the working methods at the speed of months or even weeks.
Third, the way of regional promotion
Classification according to the form of activity, activity effect, and grafting resources
1. Government affairs activities
Governments that are applicable to grassroots government agencies, publicity of democracy construction, promotion of public affairs, etc. often use voting forms and online question and answer activities.
Activity effects: increase fans, fan interaction.
Grafting resources: grassroots government agencies, primary and secondary schools, community public service agencies.
2. People's livelihood activities
With the theme of completely landing and grounding, we will increase the promotion of the main fans and cultivate the attention of fans. We often use WeChat scan code to exchange, crowdfunding, and share the activities of accumulation of prizes and people's livelihood services.
Activity effects: increase fans, fan interaction, introduce sales, increase platform flow.
Grafting resources: local supermarkets, special agricultural products, essential necessities (edible oil, toilet paper, eggs), pharmacies, medical institutions, K12 educational institutions.
3. Entertainment activities
Combine local resources, attract fans of the target group, increase fans, and strengthen fan contact. You can use WeChat to pay attention to redemption, online discounts, share savings, welfare voting, online voting and online quiz.
Activity effect: increase the number of fans of young people, strengthen fan interaction, introduce sales, and increase platform flow.
Grafting resources: entertainment resources (movie tickets, hot pot restaurants), scenic spots, tourism promotion agencies, leisure and entertainment malls, photography agencies.
4, physical fitness activities
In the form of competitions, prizes with honor and practicality are provided to attract fans' attention. It is often used to share the benefits of welfare, voting, and online quiz.
Activity effect: Increase the number of fans in the middle-aged and older groups, strengthen fan interaction, and introduce sales.
Grafting resources: community (square dance), scenic spots (hiking, fitness running), fitness gymnasium, medical institutions.
Fourth, the key to regional promotion
1. Wide user base: The promoted user group is as close as possible to everyone, or there is no threshold for promotion activities (APP is now more expensive to download and register, the public number is low, but the conversion rate is low), as long as people who want to participate are Can participate and expand the user base in a limited area.
2, rigid demand: the people eat food for the day, clothes can buy less, but eat every day, and the instinct-driven purchase behavior has become a matter of course. If your product is not just a need for food, clothing, housing, and transportation, find a way to make him become just needed or just need to form an alliance (for example, buy a potato for one dollar).
3, the price is low: the price is always the most powerful means, but not blindly spelling the price, with the help of the original "competitor", change the enemy as a friend, that is Gaoming. The goods sold by the roadside stalls do not belong to his category. The low price even has the suspicion of robbing the rice bowl, but through the "cooperative promotion" method, it is recruited on the platform, through the platform ordering, interaction, evaluation, etc. To make marketing and services more attractive. For hawkers, there is no cost, no need for him to save money, but also to retain customers, why not!
4, borrowing power, cross-border cooperation: can not hold the thigh and hold the calf is also good, "hybrid" combination is more attractive. Think about the star cross-border N years ago when the director and designer throw it out as a good topic for the restaurant owner. It’s already a well-known old routine. Combine local resources, just like the above mentioned. I think that the form of activity is grounded and human, and it is not impossible to use the advantages of its own local channel.
The increasing number of netizens also means that marketing is more difficult to be precise. The boss of global advertising is going to reduce the budget of so-called "precise marketing." Although online promotion can do fixed-point delivery and effect advertising, the distribution of information to users is also random (moisture is also very large). Sitting in the office and waiting for users to go to the door is too passive.
The cake is so big, everyone wants to take a bigger share of the first step, and it is necessary to take the initiative to get the user. Moreover, in terms of regional coverage, precise scenes, real users, and product education, there is an absolute advantage in pushing.
The brand wants to stand out in the Red Sea, and the marketers are also heading for the whole stack of marketing people. Not only do they have to understand digital marketing, but also understand the promotion of the ground. At the same time, they must be like a team, a team like A big army fights like that.
This is an era of marketing.
Different grounds
There are three main categories of classification from the purpose of geodetic:
First, the most traditional means of accelerating the sale of products by means of preferential promotions, common in fast-moving, daily-use, beauty, communication products, such as summer beverage combination promotion activities, phone card recharge and delivery, etc., to complete the day's sales volume Degree as a push for KPI assessment.
The second is to promote the trend for the purpose of free experience, trial use, observation and other methods, common in mobile phones and other digital products, automobiles, real estate and other industries, compared to the first day of sales, more to see the short-term market response, users Secondary purchase rate and long-term word of mouth accumulation.
The third is the new user registration as the main promotion purpose, commonly used in Internet products, such as scanning code attention, downloading APP, new user registration, etc., as well as financial products, such as bank account opening and so on.
There are three main points in site selection.
Generally speaking, commercial roadshows push scenes including office buildings, communities, shopping malls, campuses, park amusement parks, station subway airports, and so on.
When considering site selection, you can start from three dimensions:
human traffic
Regardless of the product, the flow of people is the primary consideration for the location selection. The maximum reach of the user is also the purpose of the road show.
Precision
Human flow is the foundation, but the most important thing is accuracy. The accuracy here refers to the accuracy of the audience or the accuracy of the scene.
Different products are targeted at users of different regions, age groups, and consumption levels. It is necessary to select the places where the target users often appear, or the product usage scenarios, to promote and promote.
Like different shopping malls, the characteristics of consumers are different. In Guangzhou, for example, most of the consumers in Taikoo Hui are high-end business people, while Zhengjia Plaza is dominated by young people and family groups, while Tianhe City is “Old Guangzhou”. Mostly.
The same product is promoted in different scenarios, and the effect is different. A white-collar worker receives a supermarket coupon at the subway station. If he returns home, he will still choose online shopping, and the promotion will be invalid. However, if the coupon is received at the supermarket door, it is very likely that he will enter the supermarket for consumption. At this time, the promotion will be effective. The desire to consume and the frequency of use in these two scenarios are different.
It is necessary to consciously select the target user's gathering place or product use scene for different product characteristics, both to complete the flow of the number of people, and to achieve a precise depth in quality.
budget
The third point to consider is the budget. The budget problem is a hard injury. In many cases, event planners need to compromise and compromise. However, in the cooperation with the field, it is actually a game process of traffic exchange.
Take the shopping mall as an example. Compared with the cash flow of the venue fee of an event, the operator of the shopping mall pays more attention to the fact that the volume of the road show can increase the popularity of the event, because the popularity will be converted into: The sales of shopping malls have risen, the loyalty of buying habits has been cultivated, the diversity of shopping malls has been enriched, and the brand awareness and goodwill of the mall have been improved overall.
Using this as a bargaining chip, you can even turn a simple venue loan relationship into a cooperative relationship.
I have written cases of lost love exhibitions and white-eyed exhibitions. The two shopping malls in Nanjing and Chengdu have also chosen not to charge venue fees. These two exhibitions have social topics and network voices.
From another point of view, in addition to saving costs from manpower, site and materials, it is also possible to replace resources by cross-border cooperation with different industries.
Yige once had a shopping mall Wenchuang market event on Children's Day, with 25 standard booths and 3 special exhibition areas. Due to the tight budget, free tables and chairs were provided through a children’s education and training institution. As a return to inter-industry resources, we provide live performance opportunities for thousands of people for their institutions. On the one hand, the activities are enriched, on the other hand, both sides take what they need.
How can I preheat in the early stage?
Many people may think that it is just for scanning code, not for large events, and does not need to warm up. However, people are emotionally driven animals. Some interactive propaganda on the Internet can lengthen the original short propaganda line and help the ground to promote the hot atmosphere.
For example, before the road show pushes the activity, a popular competition for the selection of the contest is made to earn eyeballs. In 2016, before Starbucks, Starbucks also collected the style of coffee cups that the majority of netizens played with their creativity and design, which lasted for one year. Finally, the Starbucks Christmas Red Cup was launched, and the friends circle was screened.
(This case is not related to the ground push, but... Kung Fu is outside the poem, many ideas are connected)
For example, planning online interactive games, through the combination of the day of the event, such as the previous participation in the sweepstakes - lottery, push the day to receive awards, etc., further drive the user's offline participation behavior.
The most simple, you can also just push the time and place of the notice, participate in the interaction at the booth to receive small gifts and so on.
How to play the scene
1. Booth layout
After determining the location, it is necessary to conceive the booth layout. For a standard booth, the common simple combination is the tent + table and chair + roll up + banner.
Rich in wealth, such as mobile phones, communications, real estate, film and television, automobiles and other brands, will also set up a special exhibition, a larger product display area, interactive experience area, will also be equipped with lighting, audio and host, models, etc. Entertainer.
Whether it is a standard booth or a special exhibition, you must design some elements for the audience to take pictures, such as photo walls, photo frames, etc., or interact with the audience through the dolls, take pictures, attract people and expose the brand, and improve the second The frequency of the secondary exposure.
For tents, tables and chairs, tablecloths, red carpets, lighting and sound materials that may be used in the process of pushing, in addition to direct purchase, you can also rent on the same city classification information website.
2. On-site interaction
Setting interaction can deepen the user's impression, but also to extend the stay time of the flow of people, trigger the Matthew effect, and attract more attention from passers-by.
The most traditional way to interact is the game draw.
The prize itself is a means of attracting users to participate in the event, and it works very fast. It seems simple, but in the end it is a lottery box, turntable, mobile phone shake, how many levels to design, how many, to get the threshold difficulty coefficient is also worth considering.
If the threshold is high or the number is small, the user will feel that they have no chance; the procedure is too cumbersome, and the user will feel too much trouble; the lottery - the interval between the lottery and the user may forget... all know that the prize is attractive to the user. However, it is often overlooked that, under the premise of attraction, users should feel that “I have a chance to get it under the premise of not being too troublesome”, in order to effectively improve the conversion rate of the active audience/participating users.
At this stage, some interactive management tools, such as the scene, interesting scene, and big coffee meeting, can be used to realize the mobile phone - big screen synchronization linkage, such as shaking the lottery, grabbing the red envelope 3D sign-in wall, barrage interaction, online voting, etc. .
There are also some lottery methods that don't follow the routines, such as 100 people throwing hydrangea, thousands of people shaking, team guessing treasure hunt, etc. When the activity and fun of the event itself are already attractive enough, the user will be cumbersome Time is spent on secondary considerations.
It is also common to integrate live broadcasts into various live events. According to different product audiences and activities, the organizers can selectively invite net red models, industry KOL, local life media, etc. to participate in the road show and push the way in the live broadcast, to promote the hot atmosphere.
Pushing the scene to build the stage, you can arrange the host to interact with the audience, and you can also insert a singing dance performance or a model display. If you don't have a stage, you can do flashing activities on the ground. It is also an eye-catching solution.
3, staffing
On the day of the event, in addition to arranging relevant personnel to act as the front desk at the site, the company is responsible for publicizing or introducing the details of the event to the user, and also arranges some personnel to divert to a similar place with a large flow of people. Large-scale pushes may also require placements, ceremonies, models, dancers, and other entertainers, as well as security personnel.
Part-time staff and entertainers related to the push-up activities can be recruited on some part-time platforms, such as part-time cats, pocket part-time, youth leagues and other college-participating platforms, or the city's 58 city, the market, the pig etiquette online etiquette model channel Find the supplier on.
Of course, you can also find more "live audiences".
4. Risk plan
In addition to the consideration of weather issues, such as campus push, community push may be subject to some conditions, need to fully communicate with the school or community, property management. Pushing in public places may also encounter urban management.
These are the problems and difficulties that may be encountered in the process of pushing the ground, and we need to make a good plan.
The last one
The road show is the most grounded way. Big and big, small and small, but the common point is that you are directly facing your users, interacting and interacting one after another to get the most real market feedback.
The leaflet itself is not the only content on the leaflet. When promoting, the mood of the audience, the courtesy attitude of the person pushing the person, the packaging design of the gift, the formalities of the organization, etc., will directly affect the user's judgment on the product and the goodwill of the brand.
Roadshows are not omnipotent, and other propaganda should be done.
At the same time, as a means of promotion, it has painstakingly attracted users. More importantly, it is the later user operation, paying attention to user feedback, and constantly improving and optimizing products.
After all, it is the product that retains the user.

Editor: China drying rack net - Dio

Paper Straw

The raw material of the paper straw is white kraft paper, using two layers of 120g and one layer of 60g white kraft paper respectively. It is processed and produced with food-grade soybean-based oil ink and food-grade glue, which can be directly contacted with the human body and passed the FDA inspection.

Paper Straw,Paper Drinking Straws,Cardboard Straws,Biodegradable Paper Straws

NINGBO JINMAO IMPORT&EXPORT CO.,LTD , https://www.webrightsource.com

Posted on