First of all, we should be clear about the purpose of doing activities. Doing sales, brand exposure, old customer maintenance, drainage to increase new customers or other activities, different purposes, planning and promotion are also different. Moreover, the pertinence can be more accurate and effective, more attractive, the threshold is lower, and the activity effect is better guaranteed.
The main significance of store activities is to improve brand influence and store transformation. Store activities are a manifestation of store vitality, and also a way to maintain old customers and develop new customers.
The role of store activities:
1. Interact with old customers;
2. Increase the exposure of the store;
3. Let new customers better understand the marketing model and the main direction of the store.
Shop activities are equal to human metabolism. Good store activities can help you retain your target customers, and of course, it is also the most direct way to interact with customers.
We have also talked with many shopkeepers, and some friends who do shop activities basically cast nets to report a series of promotional activities, and rarely think about these issues before the activities. In fact, most sellers are still in the initial stage of full reduction, full delivery and packaging. Are there any good activities to share with our sellers and friends? Especially for different activities.
Common promotion methods: send (subtract) XX over xx; Add XX to send xx; X-fold, clearance, season change; Buy XX and send xx; Redemption of points; Issue discount coupons; Lucky draw; Scratch the prize; Original price XX, current price XX, etc. Is everyone dizzy? Therefore, I suggest simple, no more than two preferential schemes, to avoid too complicated preferential schemes, which will increase the burden of customer service and the jump rate.
Category activities, as well as store dynamics and various dynamics, as well as various third-party activities, then in-store activities only need to conceive their own themes. A good theme activity is better than a simple discount. To explore the selling points of products, suitable commodities and current events, we must combine the different characteristics of each category to do activities. I also want to remind the seller that the activity must be easy to implement, that is, to land and give up those things that look beautiful. If the product itself is related, it is also good to do a series of theme activities. I prefer to be with customers. Personally, I suggest that every activity has a big theme, and then there are some sub-themes in the following small section.
What do you need to do to plan a store activity completely? (time, products, inventory, customer service, old customer notification, etc.). )
Product selection:
① It must be a seasonal product. We don't have to worry about this in terms of lighting, but we should pay special attention to the categories that change seasons faster, such as clothing;
② It is a hot-selling product in the store. I believe everyone understands this;
3 Choose the potential stocks in your baby. This is very important, and how to find potential stocks is a problem worth discussing.
Combined with data analysis, we can get potential treasures, such as comprehensive analysis of products with long average access time, high click-through rate, large amount of consultation, high collection, rapid sales growth and low jump rate. The final conclusion is that the products in the activity must be cost-effective, because there are still many problems to deal with after the activity.
Team preparation, promotion resources, promotion methods, design creativity, copywriting, and effect estimation.
Promotion is also very important, so it is necessary to give customers a sense of urgency: ① ladder promotion, the sooner you buy, the cheaper it is; 2 limited time spike, limited-time discount, limited time group purchase, etc. ; The more people buy, the cheaper it is. Buyers are encouraged to call friends and friends to buy together.
② Customer service can also send a group of Want Want messages or send short messages to inform old customers during the warm-up period;
Three suggestions: if the store has done a series of activities before, we can make some sales forecasts on the day of the activity or during the activity before the warm-up period;
If there is an estimate, the warehouse can be better prepared, and the best-selling products should be packaged and classified in advance.
The price should have a gradient, generally three low prices, three cost-effective prices that customers can see, and three normal prices. 1 must be high; This is to build cannon fodder products, highlight what you want to sell, and let buyers pay the bill.
What should I pay attention to when planning activities again? How often do you hold activities? The price is discounted during the event. How to take good care of old customers? )
First of all, activities don't need to be too frequent, such as changing seasons and festivals. If there is a discount, it depends on the price of the best seller in the same category. If it is a similar product, the price must be attractive, and then it will be determined according to the ability of the store. For example, during the double eleventh, you can let the store have activities, 50% off the whole audience, and then full reduction or something. The time node for doing activities depends on the category and product market. For example, our family sells high-grade silk eight-piece sets, and there may be more activities in the wedding season. Of course, we will have a big theme activity, and of course we can't escape the wedding, and then we will do the activity step by step and finally push the activity to a climax.
Several points of business activities ①. Adequate user research; ② Detailed and executable scheme; ③ Division of labor and cooperation among teams; ④ Preparation of materials; ⑤. Control of time nodes; 6. Grasp the rhythm; ⑦. Prepare a backup plan; 8. Answer questions and handle bugs and complaints; ⑨。 The results of the activity show that it is a link between the preceding and the following. How often do you hold activities? Take cosmetics as an example, combined with their own situation. Activities can focus on the product cycle, whitening, sun protection, hydration, according to the season, or according to the use cycle. There are also clothing categories, new styles, clearance, membership month and so on.
How to take care of old customers after the discount depends on everyone's mind and has a bottom line for you. For example, old customers can enjoy special prices, at the same time, they can also enjoy gifts or extend the sales period of products (for some durable products such as 3C digital products). I personally suggest that during the activity, the price is already very tight, so it is better to reflect the VIP treatment of members from the service and some added value.
The rhythm of the activity still needs the store to analyze its products more according to the market situation. Most stores are crowded with festivals to do activities. Although the flow of people is larger than usual, today is the day when everyone comes to grab the cake, which is not so natural for you. The rhythm should also be combined with the customer unit price of your own store. If it is a mid-to high-end crowd, it is not appropriate to give discounts frequently.
There are also some social hot topics, or do some event marketing activities during hot hours. For example, I like Leslie Cheung very much. On the anniversary of Leslie Cheung, I made a full-court "in memory of my brother" activity. In other words, everyone can live longer, and take out what they think is a good time or memorable day as an activity and share it with customers. I think, as an e-commerce, we should emphasize sharing in the team. For consumers, in the process of making profits, we should also pay attention to humanized sharing and interaction. When you come up with these unexpected ideas, especially catering to some customers who share your ideas, you will shine at the moment.
On the one hand, doing activities is for sales, on the other hand, we should pay attention to our own customer unit price and conversion rate. Oh, don't make a fuss about the price. It would be better to be creative. Creative activities can be used as excessive promotion methods. It makes consumers feel more comfortable and makes stores more valued. At present, most consumers in Taobao are still young people, and young people like fresh and interesting things. Remember to think more when setting activities or discounts. If you don't think it's cost-effective, how can you expect buyers to pay? This kind of activity is not as good as subtraction, which is not effective and wastes people and money.