With the lead rate declining, how can the franchise industry save itself after the epidemic?

During the epidemic, some people waited while others took action. Perhaps you have seen many cases, some of which were large enterprises saving themselves, and some of which were small companies saving themselves. What I want to share with you here is a live broadcast sharing in the WeChat group today. It was originally purely about the changes in marketing strategies in the investment and franchise industry after the end of the epidemic, and then some content was added to it, and it became a marketing sharing.

Every crisis is accompanied by death and rise. Churchill once said that we should make good use of every crisis.

Those companies that survive may do the following two things in the coming period:

① Careful investment and operation to reduce capital waste

② Use promotional activities to obtain cash flow to ensure survival

However, the surviving businesses discovered one very important thing after a period of time, which is the importance of brand.

We talk about the two inner thoughts of people (bosses) in the franchise industry:

① Make quick money, leave immediately, and constantly change projects to reap profits

② Take the long-term approach, take steady steps, and operate a brand for a long time

Regardless of the mentality, they all need to do one thing, which is to make users trust you , no matter whether your strategy is short-term or long-term, because only with trust will they choose to join your brand or product, and you can "reap the profits."

This sharing content is divided into 6 parts:

① How to increase revenue and reduce expenditure when adjusting promotion strategies;

② Brand discovery and brand creation, how to achieve brand-effect integration;

③ Adjustment of personnel capability requirements and implementation of consistency of goals for all employees;

④ Improvement of promotion and operation system, and data operation drives performance growth;

⑤ Teacher Liu Run shares the simplest three steps of self-help;

⑥ The simplest three-step case study of private domain traffic operation, which can be implemented directly.

1. Changes in promotion strategy

①Channel change selection basis, historical data calculation, calculate the input-output ratio and then decide on channel changes, budget allocation and changes in actual operating personnel, and allocation of promotion channel tasks.

The above figure is the channel investment revenue data of a certain company in 2019. This figure was made and decision adjustments were made based on the data in the figure.

Adequate staff and multi-channel coverage. If there are insufficient staff, choose channels with large transaction volume and profits. Choose channels with higher conversion rates. A channel with low transaction costs. (both promotion and sales are taken into account)

②Basis for adjusting delivery strategy, short-term effect: SEM+Feed. Long-term brand: SEO+Brand. The transaction rate is low, and the overwhelming investment makes up for it. The strategic direction is quantity. The transaction rate is high, multiple channels are broken one by one, and the strategic approach is quality.

③ Adjust the basis for budget changes, first survive by collecting cash flow quickly in the short term, and then maintain stable brand operations in the long term.

The above chart shows the proportion of advertising expenditure tasks of a certain company in 2019 and 2020.

This year, after a period of time, you will find:

The competitors are more tenacious

Investors are more cautious

Longer transaction cycle

If you don’t believe me, you can compare the data from March to May last year with the data from March to May this year, or even the overall data from 2019 with the overall data after the end of 2020. The results may be:

The lead rate and closing rate have decreased

Therefore, more and more companies will do one thing: increase their investment in brands.

2. Brand discovery and rapid brand creation

In everyone’s perception of advertising, the priority is to save lives first, brand building then cure diseases, and the combination of brand and effect is to maintain health. You will find that brands are particularly useful in emergencies. Not only can they handle public relations crises, but they can also connect with users through brand awareness and operate traffic pools. Now, companies that can survive or save themselves are often operating traffic pools or private domains.

Whether it is precision performance advertising or brand-assisted advertising, the purpose is to let users know and believe us, and then choose us. This is the importance of the brand: trust. Because brand equals commitment.

What is a business’s greatest asset?

Some say it’s the employees, some say it’s the patents, some say it’s the venue, and some say it’s the users…

The most important things for a company are its " brand symbol " and " brand name ". Robert Woodruff, the legendary president of Coca-Cola, said: Even if all the Coca-Cola factories were burned down, give me three months and I can rebuild a complete Coca-Cola. The first understanding that positioning theory must establish is that brand is the core outcome of a business’s operations.

How will the results be presented? Drucker said: "The only purpose of a business is to create customers."

Since brand is the core outcome of a business’s operations, how does it create customers? Brand creates customers through mental pre-sales.

The brand symbol system includes brand LOGO + brand name.

The most well-known M in the world belongs to McDonald's, but the letter W that looks like the inverted M doesn't seem to have a mental recognition yet. I believe it will soon, because there is a well-known restaurant chain in China, Wallace, which underwent a new brand upgrade in 2019. The upgraded icon is as follows:

McDonald's M and Wallace's W

LOGO: To allow users to recognize you and remember you at a glance.

Name: The most core part of the brand.

Slogan: In order to make users choose you, they can remember you after listening/reading it once, and more importantly, implant you in their minds and choose you! Get to know you, remember you, and choose you in the shortest time!

I have a bunch of questions:

There are so many hotels, why should you stay at Hanting? Why do we drink Wanglaoji when eating hotpot? Why do many people like to drink Remy Martin? Fried chicken burgers, why eat Wallace? Why choose Jiahua when buying flower cakes in Yunnan? There are so many drinks to drink, why drink Red Bull? They are all milk tea, why buy Xiangpiaopiao?

My corresponding answer:

Love cleanliness·Stay at Hanting Hotel, afraid of getting angry·Drink Wanglaoji Remy Martin·Good luck comes naturally Whole chicken with hamburger·Wallace eats Jiahua flower cake·3 roses for 1 cake Drink Red Bull when you are thirsty and tired Drink some Xiangpiaopiao when you are a little hungry and sleepy

Because every brand has a clear reason to buy and a sense of brand trust. All transactions are based on trust. Branding is one of the best ways to build trust.

LOGO design: look for original symbols, such as nature, culture, and industry scenes. Public symbols become privatized.

Advertisement slogan filling-in-the-blank design: product name + industry word + purchase instruction word

The top-notch advertising slogans are designed to be spread to users, so that users can help you spread them to new users by word of mouth.

Of course, it is best to sing the slogan, so you will find that many brands’ advertisements have songs because songs are easy to sing.

Brand requires continuous investment and maintenance. Keep the color style, keep the LOGO, and keep the slogan.

There are two types of brand mining:

① Possess and present it yourself. Own brand information: number of stores, technology, service quality, honors received, partners, industry activities, capital size, and original materials. Many companies have this information, so they just need to extract it and present it in a list. For example, the Science and Technology Progress Award for the ChaCha Little Yellow Bag focuses on “freshness preservation”, which is because ChaCha once won a science and technology award.

② If you don’t have it yourself, you can leverage it. Dig out brand information: align with the industry, leverage the strengths of peers, present differences, and talk about characteristics first. Many small companies or companies that do not focus on brand accumulation need to explore. For example, in its early days, Mengniu took advantage of the situation and promoted in its advertisements that Mengniu and Yili were working together to build China's Dairy Capital, making many people feel that Mengniu and Yili were both big brands. In fact, Mengniu was outside the top 100 at that time.

A lot of information about companies can be found in their company profiles. You may think that their advantages are small, but many advantages need to be mentioned, even if they are very small, or you can look for differences, as differences are also a form of brand building. After the information about these companies’ advantages is mined, it will be simultaneously promoted and disseminated in the official website’s logo area, banner image, press releases, self-media introductions, and other locations.

The world's three major sales festivals: Singles' Day, Christmas, and Spring Festival

Why do people need festivals? Because life needs a sense of ritual, life needs fun, and life needs hope. People need a reason to consume/release.

Therefore, festival marketing is an operation carried out by many brands.

Festival marketing focus:

① Packaging concept seizes the "trend";

② Focus on vertical scenarios and play "ecosystem";

③ It is fun to “play” instead of “buy”;

④ Create festivals for fans and find people who share the same frequency;

⑤ Mining network hot spots to attract traffic;

⑥ Start fission from product fanatics;

If you succeed in creating the festival, you will have a dual-line brand! What’s more important is that the festival is a blessing for the brand!

3. Adjustment of personnel capacity requirements

Set up a brand department, even if it only has one person. What does the Brand Department do? Is it just self-media?

3 general directions of the brand department

① Multi-dimensional information exposure: We-media

② Multiple ways to get to know the brand: creating a festival? Take advantage of the situation? Public welfare?

③ Multiple marketing options: events

Specific operations:

Create a branding plan and clarify your brand tone.

Build a self-media matrix in multiple dimensions, with primary and secondary rankings covered.

Various ways of playing continuously expose the brand and help promote investment.

The picture above is an overview of the brand tone promotion of Lao Geng Hotpot (a virtual brand).

The six levels of tasks of the brand department

Promotion end: increase lead rate

Merchants: Increase transaction rate

Reach: Increase search volume

User level: Improve recognition

Fans layer: Increase interaction rate

Consistency of goals among all employees

Promotion side: Advertising optimizer

Material side: copywriting, design, programming

Sales side: customer service, sales

The goal consistency of all employees is to let everyone know the entire marketing chain, let everyone know their own link/upstream and downstream, and let everyone know how to contribute to the next link

① Improve vision and focus on the final goal ② Emphasize collaboration and focus on overall advancement ③ Optimize resources and focus on the best results

During the entire promotion process, two very important conversions are the lead rate and the transaction rate. These two "rates" involve personnel from multiple departments and multiple promotion levels. The dual test of these two "rates" also determines the company's revenue.

① Promotion Department: clue layer and exposure layer.

② Investment Department: customer service screening rate and customer transaction rate.

Whether it is the lead rate of the promotion department or the transaction rate of the investment promotion department, it is necessary to convey trust and give hope, convey the company's strength to customers, and give customers hope of making money. This kind of communication and giving is not just the effort of personnel, but more importantly the brand blessing. Therefore, all personnel ensure the richness of brand information, the commitment of brand slogans, and the authenticity of brand strength.

We hope that optimizers will be thrifty and cost-conscious, focus on brand building on the material side, know themselves and their opponents on the investment promotion side, and pay attention to the double meaning: themselves + market, opponents + customers.

4. Improvement of promotion and operation system

1. CRM management system

As far as I know, many small and medium-sized enterprises do not have a CRM management system, and some companies do not even have table records. I have made a CRM management system here, which is simply a table:

In fact, this is just a customer information record form, but for many companies, this is your user data. The data here are bought with real money and contain extremely important treasures. I will give two analysis methods:

① Regional analysis:

Which provinces and cities have the largest number of customers? Which provinces and cities have the lowest costs? Which provinces and cities have the highest profits? Decide where to invest the money.

② Channel analysis:

Which channels have the most customers? Which channels have the lowest costs? Which channels are the most profitable? Decide where to invest the money.

You can also analyze in many dimensions:

Time analysis: input-output ratio in different periods

Gender analysis: Determine the target audience of landing pages/creatives

Transaction type: transaction category/transaction price of different products

There are many more detailed dimensions that can be analyzed...If you have a complete CRM customer management system, can you analyze the results automatically? Is it possible to break down the results into hourly chunks? Is it possible to adjust the effect on the fly? Is it possible to activate old customers while suspending promotion?

2. User Operation

The purpose of CRM is not just data analysis to make decisions for delivery operations. What is more important is user operation because business is no longer a one-time transaction. First-time conversion rate becomes difficult because there is not enough trust. One of the best strategies to increase repurchase rate and save costs, with almost no investment. Whether online or offline, use methods to gather users into a "pool" and constantly use "things" to activate users.

User operations are ostensibly about increasing user activity and loyalty, but in reality they are about increasing brand trust and further promoting user conversion rates and user dissemination.

User record system, record your users. Set up user-operated media to continuously output content. Start operating activities and maintain active users.

3. Private domain traffic

Private domain traffic = WeChat gameplay. From a brand perspective, user operation is to strengthen personal IP.

WeChat account private attribute pool

① Media account container

② Filter for WeChat secondary accounts

③ WeChat group activity area

5. Three simple steps for enterprises to save themselves

Step 1: Save lives and ensure survival

CRM analysis results: whether 80% of sales come from 20%. 20% are “customers” based on region, channel, product, and especially these attributes. Screen out those core customers who contribute more to your profits and are relatively safe in the region and industry.

The next step is to care for core customers .

What difficulties might your core customers encounter during the epidemic? How can you help them? You need to find ways to care for your customers, gain their trust, and overcome difficulties with them.

Customer care is not only necessary in normal times, but also in emergencies. Caring will become an important qualification in the future because people will be grateful! Helping someone in need during a special period is much warmer than just giving them icing on the cake at other times! Sharing resources is an important means of caring for customers!

Five suggestions from Teacher Liu Run:

1. Provide useful information.

2. Send supplies.

3. Share resources.

4. Create a group for discussion.

5. Extend the payment period.

Step 2: Treat the disease and maintain life

To cure an illness is to restore the balance so that your income is greater than your expenditure. Due to the impact of the epidemic, some industries may be restructured. At this time, you need to start adjusting your target customers.

First, cut loss-making businesses and focus resources and energy on developing new businesses.

Second, develop emerging industries, which new industries are likely to have new customers.

Third, replace the problematic supply chain and see whether the upstream supply chain companies will face bankruptcy due to geographical, industry or cash flow issues.

Step 3: Maintain good health and seek development

So how can companies improve their immunity?

Don't wait until you encounter a crisis before you remember to care about your customers.

Is there a need to conduct regular "screening" of customers? The importance and necessity of CRM.

The simplest SOP standard for customer care:

① Customer return visit at a fixed time?

② Resource sharing during a fixed period?

③ Regular customers come to visit?

④ Chain sorting at fixed period?

6. Rebounding industries, job-hopping, and self-help

Many industries are in a state of suspension, but many companies are rising. Many companies are trying to save themselves. For many employees, this is also a moment of decision. They can change jobs or look for jobs, but they cannot change jobs blindly. Of course, co-working, online education, and live streaming industries are definitely very popular, but what else is there?

Here are 8 industries that can be your new choice:

Wedding industry, home decoration, tourism industry, automobile retail, medical and environmental protection, insurance and finance, fitness and health.

Let me ask you a question first. What are the three things you most want to do after the epidemic is over?

Work to earn money, go out to have fun, and enjoy life while you can.

Is it right? You want to find a new job, you also want to have a side job, you want to meet up with friends for food and drinks, go to the movies, go to bars and malls, you also want to travel, go to places you wanted to go before but didn’t have the chance or time, you want to do some things you wanted to do before but couldn’t or didn’t dare to do, maybe you will get a gym membership, start working out, start paying attention to your health. Even though you have been eating and sleeping all the time during the 30 days of staying at home, you want to be more self-disciplined and have a healthier body. You also want to get a driver’s license, or even buy a reasonably priced car. Of course, the most important thing is that you want to buy, buy, buy, buy!

Will people really buy it?

After this emergency, people will be more rational, more quality-oriented and more ambitious. Because being alive is the greatest victory and happiness. After experiencing a disaster, people will begin to love work, love life, and love being, but after a period of time people forget the pain.

① In the franchise industry , business owners need to strengthen their brand + build trust + hope to make money. Although many people are short of money, it is this lack of money that will stimulate you to want to make money, and starting a business is one of the good choices.

② The wedding industry . Since everyone is staying at home, the wedding dates have been postponed. Business owners can focus on the saying "true love is hard" and advertise in advance to make reservations and lock in customers. These people have to get married, so the entire wedding industry will be boosted.

③ In the home decoration and renovation industry , companies can open online VR previews, place advertisements to lock in customers, and can also cross-border and jointly organize activities with related industries. Spring is the peak season for decoration, and many real estate companies conduct online sales, so some of them have a demand for decoration.

④ Tourism industry . Although the tourism industry suffered heavy losses this time, people will be more willing to enjoy life and have fun in time, and there will even be many spontaneous trips. The world is so big and I want to go see it. This long-term closure will encourage people to go out.

⑤ In the automobile industry , the popularity of driverless cars will definitely increase. Tesla has even built a factory in China. Although automobile retail has plummeted recently, people will feel that it is difficult to travel without a car during the epidemic. Based on the mentality of carpe diem and travel at their own discretion, some people will buy cars. Of course, the prices may not be very high. As long as they can travel, business owners can form cross-border alliances, such as driving schools, insurance companies, etc.

⑥ Medical and environmental protection , these belong to two categories. The continuous demand for the production of medical devices is not only increasing in China, but also in the world. With the Australian wildfires, the North American cold wave, and the locust plague in East Africa, all of which are caused by the deterioration of the human earth's environment, the whole earth will pay attention to environmental protection. Moreover, since Shanghai implemented garbage classification, environmental protection has become the general trend.

⑦ Insurance and finance . Sudden illnesses have left many people without protection. Insurance is one of the weapons to deal with risks. It may be your minimum protection but it can save lives. The epidemic seems to have paused the economy, but you have to believe in China's strength. Perhaps this will make China rise further, and with the rise, the power of finance will be highlighted. The country will try every means to support large, medium and small enterprises, and the financial hand will begin, especially the central bank is about to issue digital currency, because blockchain has been defined as a national strategy.

⑧ Fitness and health preservation , there is no doubt that the most important thing now is or, so after each disaster, people cherish life and life more, and will enjoy life more, so the fitness industry will usher in a wave of climax, as well as health-related health preservation industries. For example, the Switch game console, a fitness product that has been very popular recently, combines fitness and games together.

Whether you are in a state of self-rescue or welcoming a rise, many companies or the companies you assist can do the following:

Lock in customers in advance, holiday marketing, cross-border collaboration, brand events, and private domain communities.

Here are some examples of corporate self-rescue:

Women’s Day on March 8, Labor Day on May 1, and Nurses Day on May 12 are coming soon. Is it time for your company or brand to take action and conduct corporate revitalization marketing?

When doing a live broadcast in the WeChat group, I have a simple private domain operation diagram of Zhenjiang Hotpot Wanglaotu Hotpot to share with everyone. You can add my WeChat and send the code “private domain” to get it.

If you ask me to simplify this article, I will only give two suggestions: improve brand power and build your own traffic pool.

Author: Geng Bingyang

Aunt: Aichisem