How to do network marketing well?

Compared with the FMCG industry, the building materials industry is slow to respond and act, but it has caught up with the mainstream rhythm and many outstanding people. I will talk from my own experience, from loss 1 10,000 to profit 1 10,000, how can ceramic tile enterprises attack the hard bone of network marketing!

1. Interlaced like a mountain. Amateur advice is well-meaning, but it is often helpful! With the experience of burning out 1 million, I hope the old irons will be encouraged.

The heartfelt words of a person who has experienced it; Some old roads can be avoided. If you don't leave, you won't regret it. If you leave, you will regret it! I am engaged in the ceramic tile business in the building materials industry. In the year of the rise of mobile internet, I have begun to think about matching marketing with trends. However; In fact, the operation of FMCG and durable goods in online marketing is different, even completely different!

Following the advice of some big names in FMCG industry, I tried Baidu Mobile SEM and streaming media advertisements one by one, and also actively laid out small programs and official WeChat accounts. Unfortunately, it lasted for a year and cost nearly one million, which not only failed to make the company's performance prosperous, but on the contrary; The company was once in a passive situation of dilemma.

The particularity of the building materials industry makes the marketing methods regarded as the standard on the Internet fail one after another, which makes the business that is already difficult to do worse! After a night of reflection and review, I came to the conclusion that the hard currency of online marketing in other industries may not be suitable for the building materials industry, such as Baidu! APP is active every day 1.6 1 billion. Such a huge amount of data seems very tempting. However, through SEM drainage, how many accurate customers can it really attract a day?

The operator made a detailed report according to the input-output ratio. Before adopting the new network marketing, the company's profit was not strong, but it was sustainable. Although it has been carrying out the criticized push plan, it is still "old and effective!" Then; Finance once fell into a loss, lasting more than 12 months. After the emergency meeting of the company's top management, the attitude is very consistent: the strategic direction is beyond doubt. Mobile Internet marketing can't stop because of the loss of1000000. Not only can we not stop, but we must continue to work at full speed, and we must rack our brains to study new tactics suitable for the company. Through the double loss of money and time, the fact is already in front of us: the drainage channel boasted by FMCG industry may have an immediate effect on itself, but it is not suitable for durable goods. At least for now, the use cost is too high, which is not worth the loss.

Compared with medium-sized companies, the tuition fee of 654.38+00,000 can be large or small, but the value of its courses should not be underestimated. When people imitate others step by step, if the method is not applicable, investment is like a bottomless pit, which will drag the whole company into a state of perdition.

Some methods are beautiful, but you are miserable. It's not that there is something wrong with your operation, but that this method is not suitable for you! Once you encounter such a situation, what you have to do immediately is to break your wrist and find another way.

50 million in 2.5 days! So far and so close; Community marketing is an artifact. If the method is used correctly, wealth will roll in, and if it is used wrongly, it is tantamount to a fool moving mountains.

Finding such an opportunity stems from a small experiment in the company's marketing department. After evaluating the rate of return, we gave up most of the channels that had no output at all, such as streaming media advertisements, and kept Baidu SEM, but reduced the budget to 3W/ month, and then adjusted it according to the feedback data. The ratio of applets to official WeChat accounts remained unchanged for the time being. First, because of strategic needs, we can't move or move! Second, I intend to start from the community and maintain a fairly close linkage with WeChat official accounts and small programs.

How to cut in from the community? It has always been a problem for the whole team, and this experiment is also linked to performance appraisal. Once it fails, it will have a great negative impact on the whole promotion plan.

The team worked hard day and night and came up with several schemes, all of which were not ideal. The reason was simple: they could not be implemented in the field! The community seems to be within reach and ordinary, but it is not easy to really make a blockbuster promotion with the help of community marketing!

The performance in 5 days is at least 50 million! This puts a lot of pressure on the team members, and at the same time stimulates everyone to be prepared, with high risks and high returns. Although the challenge is difficult, it is worth a try.

In order to make the whole project have a higher chance of winning, we invited marketing guru Company, a community of Zigong Science and Technology in Hunan, to help out and made a detailed study on the details of the project. Even those who are always fearless are "trembling": it's not that I'm afraid of difficulties, but that your plan is too low. I think it's almost impossible to reach 50 million, just remove a zero!

Teacher Su Wen Lian Lian is famous for her strictness and responsibility, but it is still surprising to hit the nail on the head.

Several post-90s members of the same group were hit hard, and they bluntly invited non-members, but they were forced to attack again because of their feelings.

I don't mean to discourage you, but community marketing is by no means such a simple matter! She said very seriously: You have accumulated a lot of user information in the early stage and built a group maintenance on WeChat. However, building materials belong to the low-frequency industry. After the establishment of diplomatic relations, they have basically become "broken friends", and most of the so-called groups have become dead groups. Even beating gongs and drums, the chances of rushing to 50 million are slim.

But if you change your plan now, it's not too late! I will give you a brand-new idea. Whether it can reach 50 million depends on your execution ability.

Sell a pass here first, and the details of the idea will be announced at the end. After adopting the brand-new scheme, the five-day activity won 55 million yuan on the spot, which broke through the goal in one fell swoop and made our company famous in World War I. For the whole team, the greatest value lies in the upgrading of thinking: that's how the original club should play!

3. Open up traffic pools in different industries, connect potential customers in major communities, and realize resources for our use. It's easy to get 50 million yuan today, and tomorrow 1 billion is at your fingertips!

The starting point given by Lian is multi-party cooperation, mutual benefit and win-win! Looking at the flow pool at hand, it is obviously impossible to make 50 million achievements in five days, and 5 million is capped! But; Open someone else's flow pool and give it all to me. In an instant, Dongting Lake became Lake Baikal.

Is 50 million still difficult? ! This is just a matter of course.

What are the categories closely related to ceramic tiles?

Nothing more than bathroom, wooden floor, lighting, doors and windows, architectural coatings and other ten small categories. And there are more or less millions of communities behind each category, whether it is a small pond or a big lake, its value is infinite as long as it is used a little.

It is one thing to connect the flow pools in the same industry to promote preferential activities, but it still stays at the level of selling products to earn the difference. What impressed me the most was the ingenious business model, which was an eye-opener.

At the same time of social marketing, we reached an agreement with ten local real estate projects and cooperated in many large-scale house-viewing activities within five days. The venue was provided by the real estate project and the counter was built by us. Because promotion is just the need of every family, a brand-new small household appliance brand participated in the activity, not for making money, but for exposure, and provided a gift worth 10,000 yuan for the activity for free.

As soon as the news of the event came out, several performing arts organizations rushed to the door to cooperate, just asking for a publicity on the stage, free of charge.

See this; You still think we are selling tiles, that's all wet!

In fact; During these five-day activities, we packaged our business into a drainage product _ You order decoration here and send you tiles worth 10,000 yuan directly!

You got it?

Before, we sold tiles and asked the decoration company to cooperate all day. Now orders are pouring in like pieces of paper, all in our hands, turning passivity into initiative, and the decoration company is now asking us in turn.

The most obvious thing is. The decoration company wants to take orders from us, and its own business also wants to promote our products, which forces the decoration company to cooperate with us step by step!

Community marketing and resource mobilization work together, successfully earning 50 million yuan in just five days, making the impossible possible. The most surprising thing is that I spent 65,438+0,000 yuan on Baidu SEM, Broadcom and streaming media advertisements, but I didn't even see a splash. Now, if it is less than 654.38+0 million, I can easily incite 50 million. What does "four Liang" mean? This is the truly advanced gameplay!