Private domain operation case

Editor's lead: In recent years, the advantages of community economy have been fully demonstrated, and more and more people realize the importance of community operation. How to promote the transformation of private domain through efficient community operation for marketing promotion? In this paper, the author dismantled a case of community sales activities of Luwei store and summarized five steps of community operation. Let's have a look. On the internet, the temptation is really too strong. It is really too little to take root in the ground and concentrate on one thing. Many people always want to get better! Many people clearly know that they have learned a set of community marketing methods and mastered a set of community operation plans, but they always stare at their own bowls and other people's pots, hoping for better and more practical community marketing methods. Sometimes, even if you teach him all the detailed community operation plans, implementation steps, texts and copywriting, he still feels that it is not good enough and needs to find it again. This is human nature. After you tell him one method, he wants more and more powerful methods. A few days ago, a guy in a private domain operation case library kept asking Luwei store how to design the scheme. In fact, I told him all the methods, processes and steps of community marketing, but he kept asking about this method and that method. The method I shared with him is a successful case of community operation, with a maximum monthly income of 250,000 and an initial fee of 1 10,000. Group solitaire method, 1 hour sells hundreds of orders. Realized a turnover of more than 30 thousand a day. In fact, success is very simple, that is, from success to success, and it is easier to succeed by copying the success of others. If you can come up with a community operation plan, disassemble each module in detail, and then refine every detail in each module, then you will know very clearly how to carry out your community marketing activities in every link. Ok, let's use the guide map of this community sale system to explain in detail how to dismantle the lo mei shop and build a community sale activity that will detonate the whole city, with a monthly income of 1 10,000! First, the first step: drainage, how to drain customers? Drainage product design should have several elements: low cost, high value, relevance, high temptation, and the most important point is what customers want. 1. What drainage products did this pot-stewed restaurant use? They designed a poster and put it on the door. The store specially sent an employee to shout at the door and tell passers-by that the store is now open for activities. Probably: WeChat scan code pays 0. 1 yuan to get a bottle of coke, eggs and duck head, and you can also participate in the lucky draw for free when you join the group, and you can get a 68 yuan secret roast duck for free at the highest. 2. Where do customers go for drainage? Remember, where the customer is, where the money is! What are the places with the largest offline traffic? It is nothing more than a supermarket, kindergarten and primary school at the school gate and the mall gate. What are the places with the largest online traffic? One is Tik Tok, and the other is a takeaway platform. These are all automatic processes. Online drainage, when distributing leaflets at various traffic entrances, let employees send messages one by one: our store has just opened and is doing activities. In xx, there is 0. 1 yuan to snap up eggs and duck heads, and there is a free lottery to send roast ducks. Do you want to join us? Online drainage, to shoot video of store activities and release it to the same city, you can buy doc+ to increase the whole video playback and increase the exposure of the store. Second, because the store has just opened and Tik Tok has just started to operate, the broadcast volume may not be large, so you can find a local store to promote it, about 1000 ~ 3000 yuan at a time, and their video broadcast volume is about hundreds of thousands or even millions at a time. This is the video playback of the shopping observer they are looking for in the store. One likes 1.4w and the other likes 4642. Probably, the video playback volume should reach at least100000. Second, the second step: clinch a deal, how to clinch a deal with customers? Why do many stores do activities, but they still can't do it? Even if you attract many customers into the store, you still can't make a deal. The most important reason is that there is no active atmosphere! Whether customers buy or not has a very, very important human factor, that is, herd mentality. Are you curious at this time when you see many people waiting in line to buy it? do you want to see it ? When I was watching it, I suddenly found that someone around me said that this pot-stewed restaurant was particularly delicious, and it was basically marinated in one day. Do you want to buy some? Suddenly, someone said that the duck head in this shop is delicious and has eaten it several times! At this time, will you have the impulse to buy and taste? So this store did the following things to set off the whole activity: the first thing: shouting at the door to attract passers-by, scanning the code to snap up; The second thing: create the activity atmosphere of the store, such as banners, display stands, leaflets, ground publicity maps, banners in the store, flower baskets at the door, etc. The third thing: paste a red envelope wall at the door, scan the code to snap up, and you are eligible to tear the red envelope, with a 7.5% discount. The fourth thing: shout in the store, as long as someone recharges it, congratulations to the aunt who recharges xx for becoming a member and enjoying it for free! Congratulations to this uncle for recharging xxx yuan to become a member and giving away a roast duck for free! Third, the third step: lock the customer, how to lock the customer recharge? The strategy used is very, very simple, so we use two tricks: the first trick: all products have member prices and non-member prices. As long as you buy a roast duck from 68 yuan, you will become a member of our store, and all products in the store will enjoy the membership price. For example, the original price of duck head is 7 yuan, members only need 3 yuan, the original price of duck leg is 12 yuan, the original price of member is 9 yuan, the original price of roast duck is 68 yuan, and the membership price is 58 yuan. The second measure: as long as the recharge exceeds 3 times the amount, then send a roast duck for free! Recharge for more than 6 times and get two roast ducks for free. Fourth, the fourth step: chasing sales, how to chase customers? For those customers who don't recharge, or who are attracted by scanning code 0. 1 yuan and WeChat group to collect gifts, the front desk will tell customers that there are activities today. Tell them about the activities in article 4. Because of the slideway gap pricing strategy and the atmosphere of on-site snap-up, then 80% of people at the scene will choose to recharge! Why? Because it is cheap, delicious duck neck and yellow wine will never be so cheap, nor will they be reduced in price. Why? Because the price of the franchise store is fixed, your activity headquarters has the final say! V. Step 5: Fission, how to fission customers? People who scan the code in front of the store and spend money in the store will have special customer service to serve these customers, group them and interact. Because there is no interaction, it is impossible to establish a trust relationship; If the customer doesn't trust you, it's hard to make a deal. In fact, the interaction is very simple. I summed up the 10 community interactive game through my private domain operation experience in the past two years. Each set of small games has methods, steps, words, copywriting, precautions and extended gameplay. Then after interacting with the members of the group, we established a preliminary trust relationship with everyone, and the community became active. After you have a certain atmosphere, then you go to them to do a simple fission activity. In fact, they are still very willing to participate. This pot-stewed food shop uses a simple fission method: one is solitaire, the other is courtesy, and the other is lottery! As long as the atmosphere in the group rises, many people's desires will be aroused. Customer service staff will send some attractive pictures and videos of the production process from time to time every day to let customers know that the roast duck is slaughtered in one day, steaming and very fragrant. Every night, I will shoot a sold-out video for the group, bask in the daily business income, let customers know how popular the products in the store are, and record some live customer witness videos to tell them how they feel after tasting the products, why they always choose their store to buy, and so on. With the witness of customers, members of the community suddenly have a higher sense of trust and their inner desire to buy is stimulated. Let me see, the total turnover in July was 6.5438+0.7 million, and the total turnover in August was 280,000. Do you want to know how this store makes millions a month? At present, their store has been established for less than a year. Through the equity model design+franchise model, they join more than a dozen stores a month, and one store collects the franchise fee150,000 ~ 250,000. So where do the joining customers come from? One is consumers from physical stores, and the other is from Tik Tok. Because the product tastes good, is very popular, and knows how to market, do you think customers will be moved when they know it? Therefore, people often see some new brands on Tik Tok, publicize them on Tik Tok, create very hot snapping scenes, record videos and upload them to Tik Tok platform, and even publicize the matrix number. When others see that your business is booming and your products are selling well, naturally many people will leave messages at the bottom of the comments to consult about joining. Ok, that's all for today. The success or failure of many things depends on details! Maybe I completely uncovered the case for you today, but you may not succeed if you carry it out, agree? Because many details are not well controlled and the process is not well designed, the whole activity may be difficult to do well, such as your poster design, your fascinating composition, your community interaction atmosphere, your drainage products, fission bait design and so on. These are the keys to the success or failure of your whole activity!