Smart lock low-cost promotion must see: 3 minutes teach you to play WeChat community marketing!

With regard to the community, we are no stranger to this term. It is a circle established on the basis of the Internet and based on people's interests, identities, aesthetics, and values ​​of life. In these short dozens of words, the keywords of interpersonal relationships, the Internet, and the circle express the core components of the community:

First, new types of human relations are different from traditional human relationships;

The second is to use the Internet platform as the basis, not just for WeChat (but for the WeChat community marketing center)

The third is the circle, which means that everyone has something in common with each other.

Community-initiated business behavior can be defined as social marketing. Since WeChat has become the most widely used chat tool in China, the WeChat group naturally becomes the most important carrier for community marketing. At present, WeChat community marketing has been widely applied and carried out, especially for some household life products and FMCG products.

From the organizational form of WeChat community marketing, it can be roughly divided into two types. One is the professional organization and the cycle is very short. To popularize some popular products with high frequency of consumption, there are also some durable consumer products. For example, home building materials products, home appliances and other products use this model; the other is to rely on personal reputation, services and long-term experience, sharing to infect people in the circle, the products involved are often purchased at a very low frequency, single Very large value, short-term blasting, improvisational purchase is unlikely to be achieved.

Due to the wide audience of smart lock products, many professionals have extended the marketing and promotion focus to the WeChat community in recent years, and the most outstanding ones have achieved certain breakthroughs in this channel, but due to short start-up time in the industry. Social marketing itself was late in its development. Therefore, the vast majority of people are still unfamiliar with this model. Next, we will explore the marketing of WeChat community marketing with everyone.

First, the four basic elements of WeChat community marketing

Physical store

Many people will be surprised that since they are based on the Internet, why do they have to talk about physical stores? In fact, in the long run, the smart lock industry will inevitably have to return to the nature of the new retail industry. Organic integration will form between the online and offline businesses. Good service user. Without the support of offline stores, pure online sales promotion is difficult to have real achievements. Many friends who have not opened a physical store but are only doing community promotion have a deep understanding of this point.

2. Good product

This is not just about the quality and performance of the product itself, but also the various services the dealer can provide around this product.

3. Old customers

Their experience in using the products and their claims will play a huge role in promoting the success of WeChat community marketing.

4. High level planning and organization execution

Excellent event planning and organization execution can escort the success of the event. In particular, owners or presidents who play a leading role in the implementation process must have good communication skills, expressive abilities and affinities, and have quick thinking and can reply promptly. Dealing with objections raised by target customers without leaving negative influences can even add points to the brand's activities.

Second, two ways to establish a WeChat community

1. Violence building method

The relevant executives and the old customers directly join friends and relatives according to the established plan and join the group. The group members who are encouraged to join are invited to join relatives and friends to join the group. Those who can pull in a certain number of people will present gifts and gifts. Can go to the physical store to collect, you can also take the mail. This method of building a group is very efficient, but its quality is not high, and the number of zombie powders or retreats is very high.

2. Daily accumulation building method

Through daily accumulation, including in-store consultation, referral by old customers, and asking for opinions in the circle of one's friends, they are expected to participate in understanding, and accumulate to a certain amount (for example, 50 or more) to build a group. Although this method of building a group is inefficient, it is more accurate.

Third, the activity cycle: 1 +1

"1+1" means that the preaching of the brand, product, and activity policies within the group (online) plus one physical store (offline) landing will take approximately two days.

The group building has already been described above. The next step is how the owner (or the president) can complete the execution of an online activity with the help of an assistant.

1. Required materials for community activities

Materials or props to be prepared: brand introduction, product introduction, core selling point introduction, main certificate, anti-theft film, and WeChat change; before the event, the text used in the entire activity must be well-organized, and the terms should be separated for backup. It must be noted that the text must be concise, and it must not be long.

2. Maintain WeChat community essential skills

At the beginning of the event, we must first use the red envelope to create a lively atmosphere. Then simply talk about the purpose of the community. Then we can state the drawbacks of traditional mechanical locks from the perspective of family theft prevention and convenience. Interspersed with old customers can be interspersed, and then in turn state the brand value of the recommended brand and the core selling point of the product, as well as displaying various award certificates.

As the host of the event, we must be good at observing. When the number of interested customers in the group reaches a certain number, we can promptly throw out the activity policy and answer questions in a timely manner. The design of the activity policy is based on its own situation. Determined, can be divided into deposits doubled, gifts, buy discounts and other forms, here are not repeated one by one.

3. The online and offline physical store will implement the activity

When the dealership has a physical store (preferably a supermarket or a community shop and there are no competitors nearby), the physical store can be used as a venue where activities can be performed. However, if it is a building materials market store, it will be considered as far as possible. For the purpose of digesting orders, do not divert casual customers to the building materials market, so as not to marry a competitor. If it is really necessary to land in a physical store, you can apply to the building materials market and take the form of a night banquet.

4. Use rewards to actively create a community atmosphere

During the entire online activity, the rain of red envelopes must come down. During the half an hour or so of activities, there will be at least 5-6 rains of red envelopes. If the owners pay a deposit, they can also add red envelopes in due course.

In the course of each activity, for members who actively invite relatives and friends into the group, when the invitation reaches a certain number (according to the group's message notification by the assistant's statistics), gifts must be arranged; and when the transaction is realized in the later period, Invited members of the group to give extra rewards.

Similar WeChat community marketing activities, the cost of each implementation is very low, generally a few hundred dollars can be, but in a short time can play a good role in brand promotion, planning and organization, each transaction ten The single eight orders are not dreams, and some friends can already achieve a 20-30 single transaction each time through similar activities. Compared with the traditional model, the advantages of WeChat community marketing are really too obvious. It can indeed be called history. The lowest cost smart lock promotion method!

Author: Guo Zheng Micro Signal: IBOLON

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