Six community operation strategies, one teaches you how to land "community marketing" in physical stores!

In the new retail era, the circle gradually realized that more money and goods are not as good as fans. Operating fan economy has become the core competitiveness of retailers facing future competition. In recent years, it is an indisputable fact that the business of traditional industries is not good. Traditional physical stores need new ways to acquire customers for drainage, precipitation and liquidation. Problems faced by physical stores: 1, fewer and fewer customers; 2. Marketing is getting worse and worse; 3. The inventory is getting higher and higher; 4. There are more and more opponents; Three elements in the traditional physical store business model: location, goods and promotion. If we continue to solve problems according to traditional thinking and patterns, it will be difficult to get results. Because products and shops can be imitated, only customer relationships can't be imitated. In order to successfully transform physical stores, we must change the thinking of operating users. Users of traditional physical stores are usually in the mode of traffic thinking: spend money to buy traffic-attract people in need-arouse the desire to buy-promote sales to cause purchases-repurchase. The new retail emphasizes the user's thinking: attracting with value-activating old customers-creating dialogue with customers-creating word of mouth to drive customers to participate-promoting customers' recommendation and dissemination. Because it is an indisputable fact that traditional traffic is getting higher and higher, low-cost traffic is the goal pursued by all businesses. The most labor-saving method is to let customers split themselves and bring new customers. So, how to solve the traffic problem with the community model? A complete physical store community needs to complete six links: community planning-gift selection-attracting traffic-community operation-activity realization-customer fission. First, community planning Community planning needs to understand the industry attributes and community positioning of physical stores. Usually physical stores can be divided into three types: just need high frequency, just need low frequency, and niche demand. What should three types of communities do: just need high frequency: attract target users to join the group, activate the customer base through community operation, build trust with them, shape value, and then make transactions in batches (store value, buy and send activities, etc.). ); Just need low frequency: it is difficult for such customers to buy again. To build a community, it is necessary to extend the corresponding products, or cooperate with other related businesses around to jointly operate and exchange resources. For example, the building materials community can cooperate with kitchen and bathroom, home and other businesses to complement each other; Minority demand: we can establish a content output system to attract people with the same frequency as customers through content and extend customers to the whole country. Second, gift selection community gifts can be divided into three types: 1, drainage gifts-Racine gifts; 2. Lottery gifts-gifts for group activities; 3, reward gifts-fission gifts. The quality of gifts has a great influence on the success or failure of the community. Setting corresponding material incentives can activate the atmosphere in the group and stimulate the group members to actively split and innovate. Third, attract traffic for physical stores and build communities. The first target group must be the customers who enter the store. As long as a small gift, you can bring many users into the group, and the cost can be controlled at 3 yuan. Followed by online customers, customers can move into the group through thoughtful copywriting and content marketing. At the same time, you can also use the mutual drainage between stores, such as giving gifts to other businesses. After customers scan the code and enter the group, they will come to their own stores to collect prizes, thus diverting passengers for the community. Beauty salons can cooperate with underwear stores, and restaurants can cooperate with fruit shops. Another way is that after the cooperative merchants spend over XX yuan, consumers can get the prizes at their own stores for free by scanning the code and adding group owners and friends, and the on-site shopping guide allows customers to spend a small amount of money. Because the customer has the heart to take advantage of the small, once she thinks that products with a value of 100 or more can be bought in 5 yuan, she will take action. Fourth, after the community has traffic, the community can start operating. Community operation includes: lottery rules, group rule design, trumpet interaction, entertainment theme, discussion theme, sharing theme and so on. Group rules must be set in the community, and everyone's behavior must be standardized in advance, such as banning advertisements, to avoid causing resentment among other group members. Trumpet interaction can avoid the unfamiliar state in the early group and activate the atmosphere in the group. It is also necessary to create topics in the group in a timely manner and drive the members of the group to actively participate in the discussion. For example, sports businesses can post topics such as weight loss and health in the group, which will attract the attention and participation of the target group. Fifth, the purpose of realizing community operation is to achieve. If any activity wants to sell successfully, it must be paved in the early stage. How to pave the way? In fact, it is not necessary to publish activities through the group owner. Using a trumpet can prevent group members from thinking that it is an advertisement. You can also set up activities to snap up in a limited time, and use a small amount of psychology and scarcity effect to trigger the rapid consumption psychology of group members. The most important thing in the lucky draw is to let most customers win the prize and take advantage of it, so that when the merchants sell it again, most customers will be embarrassed to refuse. If you add the temptation of gifts, customers can easily act. There is a mode that all group members can win the prize without spending money: all group members can receive the third prize for free, and after winning the prize on the spot, they are persuaded to add some money to upgrade to the first prize, which is enough to cover the bonus cost of 1. In this way, you don't spend a penny and give all your customers a favor. ? Six: customer fission We reach a deal through the community. A WeChat group can only hold 500 people. No matter how the deal is reached, it is difficult to break through sales. How to turn a group into several groups or even dozens of groups? 1, let customers and friends join the group and win prizes; 2, the customer sends a circle and has a prize; 3, customers bring friends to recharge, there is a grand prize; 4. Form a community alliance and form a sticky business circle with other businesses around. Nowadays, online and offline marketing scenarios tend to merge, which is a kind of complementarity in traffic, which can not only increase user stickiness, improve user loyalty, but also save marketing costs and form a closed loop of traffic. The combination of community marketing and physical stores helps to avoid its own shortcomings. Using the internet as a marketing tool for physical stores will make them even more powerful and go up a storey still higher!