Offline promotion must be seen! How to do a good job in promotion
There are three types of push according to the different products to be promoted-
First, greedily push
The first one is the vigorous promotion of the US group take-out and hungry take-out some time ago, and the promotion of major group buying websites a long time ago, which is called "greedy push".
This kind of push is the most common and widely used, but in most people's view, it is very low-level, wasteful of capital resources, and brainless, not "internet thinking." So, is this really the case? Are big companies and entrepreneurial teams idiots?
Obviously not, it makes sense that this method can be widely used, but users often just use its "shape" and lose its "spirit" when using this method. Its "shape" is easy for everyone to understand: distribute leaflets, scan QR codes, pay attention to WeChat, and then subsidize, discount, small gifts and so on.
Let me give you an example of a US group take-out. The promotion of Meituan take-out started with the simplest and most basic leaflets, but before the nationwide promotion of Meituan take-out, it took four months to do one thing: rent a small room in a residential area in Beijing, recruit six data operators, distribute leaflets in that area for four months, and finally establish a leaflet distribution model. When and where should it be distributed?
This is not only for distributing leaflets, but also for establishing a take-away business model, and systematically and intuitively understanding the acquisition cost, profit, break-even point and so on of a single user. Under the condition of enough data and wide range, the parameters and models are continuously optimized. To do the internet, we should stress the word "fast" and require the project to be copied and promoted to the whole country quickly and well. Therefore, with a good model, this "greedy push" will be very powerful.
In addition, the power of distributing leaflets is also great, and some strategies are not necessary. Don't underestimate the leaflets when you see them. It's not easy! 》
Second, the promotion of demand orientation.
The second type, called "demand push", crosses the mountains of online channels and pushes products to people with strong demand, among which the push of the game industry is the most representative.
"Push is the abbreviation of ground extension personnel. In terms of game promotion and mobile application promotion, there are now Netease, Sohu, Zhengtu (Giant), Perfect World, Guangyu, and the ninth city, which have gone deeper and have reached second-tier cities. Among them, the giant company is the most mature and in-depth. As long as there are Internet cafes in the surrounding towns and villages, you will see the shadow of the journey. " This is Baidu Encyclopedia's explanation of pushing the land. The main consumer groups of end-tour, page tour and mobile game are not the second generation, but the young people with low educational level who work in various factories. Their free time and entertainment time are in and out of various Internet cafes, because they don't have to consider their livelihood at home for the time being and have a lot of spare money in their hands.
For example, O2O, which is also very popular now, 1000 RMB, I won't do it for free. First, I'm afraid it's not necessary, but I believe it's very important for those who need it. I can better understand beauty through the community in the App or other ways provided by the project. Even if I don't go to the United States, I still have the need to love beauty, and I may accept the concept of beauty a little bit. By the same token, comrades and lesbians can go to science and engineering schools and normal schools, identify users with strong demand and push them one by one.
Third, emotional improvement.
The third kind, called "emotional push", is also the way I think to truly understand the essence of push, and it is also a push that will never be eliminated by online promotion. In fact, the acquisition cost of many users is not low, but in the face of huge online shopping, many companies (including startups and large companies) choose to adopt the push method, precisely because push not only conveys a product to users, but also outputs some emotions to users.
Amway's direct selling model is worth learning because it is a company. I have come into contact with Amway direct selling (for the purpose of in-depth study), and some of them really belong to the upper class, company executives, foreign company managers, government cadres and so on. Why some people still have feelings for Amway, the key is what they can get from it, some people get resources and contacts, and some people simply want such a loving environment in such a big family, although it is illusory.
For example, what is the online education of K 12 now? No matter what products and services are provided, their customers are parents and users are children. I once met a pusher. He found two children at the gate of a primary school, chatted and made friends, and got on the bus with them all the way in order to promote a product. Finally, I don't know if the parents of these two children have become their customers, but according to him, he has successfully maintained good relations with many parents and has always been a loyal customer of their products, and will actively express his opinions and publicize their reputation.
Write it at the end
Generally, common push methods can't escape these three categories. These three methods can be used at the same time, regardless of who is good or bad, depending on the needs of the product. There is no best, only the most suitable.
For example, when e-bag washing was first introduced in summer, I once drove a Tesla and put watermelons in the trunk of the car: I used e-bag washing service to deliver watermelons. In addition to taking advantage of the greed of housewives (giving watermelons and pushing them greedily), users will feel psychologically satisfied when eating watermelons. In summer, they will give you a refreshing watermelon to quench your thirst and export emotional value. However, the so-called ways and means are balloons, which will break when poked. The key is landing and execution. People are always the most important, especially pushing.
People all seek advantages and avoid disadvantages, so no matter what kind of people do promotion, they have a strong sense of identity and love for products. In the case of fixed economic interests, honor is the best reward. When there are few people pushing the team, it is good to take care of people's emotions. If there is a large push team, it is necessary to guide the competition consciousness of personnel through standardized rules. The team name, team culture and slogan of each small team are standard, and the team growth system and personal growth honor system have been established. The ranking of each push area, the ranking between teams, the ranking between individuals and so on.