O2O How To Effectively Promote The Market?

Develop customer order: promote interest - search experience products - first shopping experience - repeat shopping to become loyal customers - beyond expectations to become fans and word of mouth promoters.

Therefore, "promotion" must be built on the basis of good products, otherwise the customers will be lost if they work hard.

The promotion methods described below may not necessarily have good results. They are different for different projects.

1. Promotion of channel induction

Promotion channels are divided into four categories: spending money, advertising resources, resources exchange, self promotion, and self built system.

Examples of advertising expenses are video, CPS, search ranking, car body, bus stop sign, outdoor billboard, etc.

Examples of resources around us: when we were involved in Shentong project, we went to Hangzhou Shentong headquarters to sort out big warehouse, and put up advertising paper on each package.

When we were involved in the * * mall project, we printed our ads on the DM of the supermarket group and sent them to millions of households with posters.

Example of resource exchange: when we were involved in the * * * project, we worked with Lihua Fast Food Company to send each other's advertising coupons, and the results were good.

Examples of self promotion: for example, the whole staff marketing system, according to each colleague to develop the number of customers award.

For example, we have organized coupons for cleaning up buildings, spreading them to night markets, and promoting them to related units.

Example: for example, we have worked with couriers, shopkeepers, QQ owners and community gatekeepers to help them get coupons and get commission according to the amount of coupons.

Two, how to stimulate customers' first shopping experience

Retail O2O to stimulate customers first consumption is actually very difficult, because it is a new thing, we recall, from the first time to know Taobao and the United States mission, to really Taobao group consumption, how much time between the average interval, the average number of months, yes, for customers, usually after the stimulation to trigger the consumer experience.

Taobao group is a good model, which can bring benefits and convenience to customers. It takes several months for them to develop their customers. So the retail O2O attracts customers' experience and consumption is also facing the same problem.

Never think that an advertisement can attract customers, and engage in the spirit of retail O2O. It is very necessary to repeatedly stimulate customers in many times and many dimensions.

Business can be divided into 2 categories. One is that customers can consume only once, such as TV shopping and restaurants with tourist attractions.

Another is the need to stick to customers.

Repeat consumption.

Retail O2O belongs to the second category. The cost of new customers is related to the frequency of customer shopping. For example, the cost of developing a customer is 50 yuan, and when customers purchase 10 yuan of profits each time, the promotion cost can be offset by 5 times of shopping.

Based on the above reasons, the retail O2O develops new customers according to the 2 basic points, which are to invest more in new customers, and to stimulate customers in multi frequency and multi dimensions.

1, make coupons, gift codes on gift coupons, input gifts codes on customers' landing sites, get gifts, organize people to distribute coupons, so as to attract new customers to experience consumption.

2, gimmick concessions, the promotion of the theme is to send 188 yuan volume registration, advertising everywhere, arouse the curiosity of customers, landing site registration only after that, 188 yuan from 2 10 yuan supermarket volume, 1 68 yuan digital volume and 1 100 yuan electrical volume.

3, the 20 items of merchandise are sold every day. These products are sold at a loss, such as 1 yuan per bottle of Coca-Cola, each user name restricts every commodity to buy one, and the whole column can only choose 5 kinds of goods.

Print these 20 products to a single page, sell the page and promote sensitive products with low visual impact.

4, buy a lot of new fancy products of about 1 yuan, such as pill pen, rabbit soap box, tire tape, etc., go to the community square stall, add WeChat or QQ to send small gifts, gather customers in small areas, and then sell on WeChat and QQ.

5, for different people using different promotion means, we prepare 3 kinds of flyers when we distribute stall, one is for people who are not familiar with online shopping, and the leaflets contain online shopping tutorials.

The second is housewives, who usually give coupons and show shocking products.

The three one is young people, who design a single page into the object style, and the shopping notes, the mysterious "Heaven king cover tiger", gives mysterious gifts.

6, find a courier, small shopkeepers, help us to issue coupons, and give them commission according to the usage of courtesy rolls. At that time, the new customers used the coupons for the first time to reward the users for 5 yuan. After that, the customer made a 10% Commission on each volume, and the total amount of the returned employees reached 30 yuan.

Three, how to guide customers to repeat consumption

It is more difficult to change customer habits, and it is relatively easy to maintain consumption habits. Just like riding a bicycle, it takes great effort to start, and it takes little effort to maintain uniform speed once it is on the road.

Customers usually have to spend three times before consuming habits.

How to guide continuous shopping after shopping for the first time is very important. We have used the following methods.

1, 2 times a week, sending SMS messages to all customers who shopped on Tuesday. The content usually tells us our advantages and sometimes we share them.

On Friday, they send text messages to customers who haven't shopped in the past 10 days. They usually send a gift, log in to the website and enter the code to send the gift to their home.

2, when advertising is not dispersed, focus on the community to attack one by one. We have tried to make entries in the same community at the same time: entry banner + entrance and exit + floor painting + wall painting + floor sticker advertising + community stall promotion.

And the property talks about cooperation, each community only do 3 months advertising, one community a concentrated bombing.

All advertisements focus on promoting the theme of the 188 volume register.

3, customers usually want to leave their mobile phone numbers. We try to use WeChat plus customer numbers. Usually 50% of the cell phone numbers are customers' WeChat. After joining WeChat, customers will influence customers with friends' advertisements.

4, WeChat game, we launched a quiz game in WeChat, every Wednesday on the topic, there are ABCD four options, customers reply to the gift after the reply.

We must choose some interesting questions. Some customers are interested in us because of their interest.

Four, how to optimize the promotion means.

1, tracking the effectiveness of promotion is the basis for optimizing the promotion method. As for the issuing of coupons, we will register how many tickets are issued and how many of them will be used.

The "new customer introduction cost" data is used to quantify the promotion effect, and its formula equals the promotion cost except the number of new customers.

2, optimize the details, take coupons as an example, we used 8 versions before and after, for example, the former slogan was "

There are surprises, free paper to the home ", and later changed to several big words" free paper delivery! "Simple, direct, crude and effective.

The promotion of language must be simple and direct. Many customers can not see the theme at the first glance after they get the coupons.

We have tried different ways of gift voucher, different gifts, different conditions, different people in different ways in different places, constantly optimizing details and finding the most effective way.

3, try small areas first, using a network push method, through the group, nearby people and other channels to add friends, chat gift roll way to develop customers, after the discovery of this method is not feasible, because part-time promoters hard promotion is not as good as developing their friends around Qi coupons to get a bonus.

But this way of developing friends around us is limited and easy to cheat. If we first try to understand this malpractice, we will not have any trouble later.

Promotion can not make the unviable project come back to life, but it is the amplifier of a good project. Promotion depends on team organization and execution. If the project itself is feasible, it will be a pity if the execution and method are not in place.

Retail O2O should have the spirit of "boil", and pay attention to new customers and habits training, try various promotion methods, track the promotion effect, and constantly optimize the promotion means.