How to do catering WeChat marketing?

Mode: put the information into a bottle, and the user will take the initiative to get the information and spread it out.

Essence: Push messages randomly.

Advantages: simple and easy to use.

Disadvantages: the pertinence is not strong, and because the purpose of users using drift bottles is to relieve boredom, if the marketing method here is incorrect, it is very easy to have a counterproductive effect and make users feel disgusted with brands or products. In addition, each user has only 20 chances to pick up bottles every day, so the chances of picking up bottles are relatively small.

Applicable products: products or brands that have gained great popularity.

Case: User interaction case of "Love Drift Bottle" of China Merchants Bank.

Case study: WeChat officially changed the parameters of drift bottles, which greatly increased the number of "drift bottles" thrown by cooperative merchants in a certain period of time, and the frequency of "fishing" by ordinary users also increased. However, if this method is adopted, it should be noted that the presentation of information must be flexible, and certain words and phrases are not allowed to be published. We must find ways to improve the effective response rate of users.

2. Location signature

Mode: put advertisements or promotional information on the signature file, and users will see it if they look for someone nearby or shake it.

Essence: it is similar to the road sign advertisement of expressway, and it is mandatory to watch.

Advantages: it is very effective to attract nearby users, and the conversion rate is relatively high if the method is proper.

Insufficient: coverage may not be large enough.

Applicable products: a store like KFC whose location determines its business.

Case: Hungry God, K5 convenience store WeChat signature file marketing.

Case study: Many shops with bad locations can actually use the function of "people nearby" to hook up nearby users to enter their own stores for consumption.

3. QR code

Methods: The user scanned the QR code, added friends and interacted.

Essence: the surface is added by users, and the essence is to acquire loyal users.

Advantages: it is actively scanned by users, so it can induce users to produce consumption behavior in a targeted manner.

Insufficient: Users must actively scan.

Applicable products: products closely related to users.

Case: Fortune Growth Enterprise Market

Case study: The function of "scanning QR code" was originally used to "quote" another foreign social tool "LINE" to scan and identify another user's QR code and add friends. This promotion method can attract some greedy and cheap users to come in and spend.

4. Open platform

Methods: Share the content of the website to WeChat, or share the content of WeChat to the website.

Essence: similar to all kinds of sharing.

Advantages: Because the relationship between WeChat users is closer, when the products in the product are shared by one user with other friends, it is equivalent to an effective word-of-mouth marketing.

Insufficient: product diffusion is more difficult.

Applicable products: products suitable for word-of-mouth marketing.

Case: Beauty said landing on the WeChat open platform.

Case study: users are willing to share what they see with their friends, so when the product is valuable, users are willing to share it.

5. Friends circle

Mode: You can quickly share the wonderful contents of mobile phone applications, PC clients and websites to your circle of friends, and support opening web links.

Essence: Imitating foreign product paths is a private social activity.

Advantages: Communication is relatively closed, and word-of-mouth marketing will be more effective.

Insufficient: it is difficult to carry out marketing activities.

Applicable products: word-of-mouth products, or small privacy products.

6. Public platform

Methods: WeChat authentication account, brand homepage,

Essence: exclusive push information channel.

Advantages: the pushed object is the concerned user, so it is closely related; The arrival rate is 100%.

Insufficient: If users pay attention to 20 brands and each brand pushes them three messages every day, then these messages seem to be disturbing people.