Offline event planning and traffic diversion skills!

Nowadays, the Internet dividend period has long disappeared, and the price of traffic remains high after being monopolized by giants. Online traffic diversion is becoming more and more expensive. After the concept of private domain traffic became popular this year, various brands began to look for new entrances to traffic. So how to tap into private domain traffic? In addition to online traffic diversion, offline marketing activities are also a very good choice.

Ground marketing activities are generally carried out in residential areas, campuses, industrial parks, pedestrian streets, subway entrances, office buildings and other areas. Different areas can attract corresponding groups. For example, residential areas are likely to attract elderly people and parents, campuses are likely to attract parents and students, and office buildings are likely to attract white-collar groups. Not only can you obtain accurate local traffic and quickly build regional awareness, but it is also easier to generate trust and establish high loyalty. So how do you conduct a high-conversion marketing campaign?

1. Early stage : market research and plan making

As the old saying goes, no research means low conversions. Good market research is a prerequisite for effective marketing.

First, we need to analyze the group portrait of the target area and conduct detailed research on the gender, age, income, work and rest schedule, occupation, consumption capacity, interests, and concerns of the user group in the region. In other words, we need to determine the target area for the ground promotion activities based on the attributes and scope of the target group. If possible, we need to monitor the centralized traffic in the area at different times and exits to help determine the specific time and location of the activity.

2. Planning: Content and Form

After knowing the attributes of the target group, decide on the content of the event, such as creative markets, theme exhibitions, store tastings, community games, public welfare services, etc., based on the specific situation and promotion purpose.

After deciding on the form of the activity, we then plan the specific content and write a corresponding plan, including marketing materials, time, gifts, etc.

If it is Monday to Friday, there will definitely be little traffic in the community during working hours, but the traffic in and out during the evening rush hour is still good, especially in the summer evenings, when there are many people going out to cool off or take a walk in the community square. If it is the weekend, activities for parents can be set up on Sunday afternoon, because they have to send their children to school, and 3:00 to 5:30 is the golden time. In short, it depends on the specific travel situation of the target group.

If you are promoting gifts on the market, they must be attractive enough. After all, people come to participate in door-to-door marketing for the sake of face, and may not be willing or proactive, so if the gifts cannot attract their attention, then the event is doomed to be a flop. It is best to choose novel and creative gifts that can catch people's attention, and then guess the preferences of the target group based on their attributes to cater to their tastes.

For example, for mothers, you can choose gifts such as rocking cars, electric toys, skateboards, etc.; if it is for the elderly, you can choose massagers, health tools, blood pressure monitors, etc.; if it is for young groups, you can choose AR glasses, mite removers, sweeping robots, drones and other gifts.

Promotional materials generally include posters, X-stands, roll-up banners, DM leaflets, etc. The patterns and texts of the promotional video need to be carefully designed and printed in advance. You should choose the language that the target group is interested in when designing, highlight the key points, keep the language brief while including the core theme, and then the layout should be clear, clean and tidy to quickly catch the attention of the target user group. If the company does not have a graphic designer, it can find a design company to do the job.

3. Determine : Materials, People , Scripts and Processes

Materials: The most basic materials include telescopic tents, tables and chairs, promotional materials, gifts, props, etc. All materials should be prepared the day before the event, and there should be extra inventory to avoid emergencies. In particular, you should prepare enough small gifts, and then you can customize small gifts with LOGO or WeChat QR code, which can help with brand exposure and promotion and information implantation.

Personnel: Generally speaking, most of the ground promotion activities are carried out by the company's own employees. A small number of companies will outsource the ground promotion activities, and some will hire part-time employees to do the ground promotion. A field promotion activity can arrange 4-10 people to participate depending on the size. Too few people will make the atmosphere seem not lively enough and the scene will be deserted. Too many people may cause some employees to be too idle and passive. Therefore, it is necessary to arrange appropriate personnel and appoint corresponding persons in charge or leaders to control and direct the overall activity. As for personnel, try to choose internal staff, as they will be more meticulous, responsible and capable than external staff. The clothing should be uniform. If conditions permit, you can use costumes to COS cartoon characters, mascots, popular characters, etc. to attract the attention of the scene.

Sales talk: Before each site launch, the staff must receive corresponding sales talk training. They must not only be able to give professional explanations to the users on site, but also be able to calmly deal with various questions that the users may raise. Only in this way can users believe in your professional attitude, increase trust and improve user conversion rate. In addition, the professionalism of the personnel is also reflected in their fluency in language, their ability to communicate openly with users, their lack of stage fright, and their ability to explain the core selling points and features within a limited time, and their ability to display products without the other party being disgusted. In addition, the personnel must maintain a good image while outputting product information, have more eye contact with users, and have the most sincere communication possible.

4. Flexibly adjust the ground promotion plan

Generally speaking, when conducting ground promotion activities, it is necessary to communicate with local property and other relevant stakeholders in advance, and even sign an agreement. It is necessary to determine the scope of the event location, where banners can be hung, advertisements can be posted, and whether flyers can be distributed. Then these things may change, so you need to understand the situation and respond in a timely manner.

In the execution of field promotion, you must follow the process of the plan and do not arbitrarily change the carefully designed plan. You must ensure that the three points of people, materials, and speech are in place, so that the activity can be completed smoothly.

Unexpected situations may occur on site. Other event organizers may come to grab traffic, or other property leaders may come to inquire, or a better traffic gathering place may be temporarily discovered. All of these must be handled or adjusted accordingly.

5. Review and Summary

After the event is completed, the entire project should be summarized and reviewed in multiple dimensions. For example, in terms of data, key data such as input-output ratio, traffic conversion rate, average cost of acquiring new users, and increase in the number of WeChat groups should be calculated, and a horizontal comparison should be made with other ground-based activities. In addition, the shortcomings and advantages of the event should be summarized, and analysis should be conducted to find out why it is good and why it is not good.

Finally, we need to analyze the surprise data of the imported private domain traffic, mark age, gender, WeChat ID, contact information, etc., to facilitate subsequent product promotion.

6. Later stage: operation and maintenance

Once fans follow the official account and enter the WeChat community, subsequent operations are crucial. We must continue to maintain user stickiness, tap into their consumption potential, and influence their own social circles. At the same time, the group should carry out various online activities and continuously optimize products and services based on the feedback and suggestions of group users.

Finally, I would like to share 5 suggestions on ground marketing activities.

1. Make users feel that they have “got a bargain”

When users can take a gift without spending anything, the activity becomes meaningless. Although the slogan of ground promotion is "free", users are still required to follow the official account, join the community, download the APP or register an account. These are behaviors driven by interests. Free gifts will lower users' expectations and there is no sense of "getting a bargain".

2. Continuously optimize the marketing team

The ground marketing effect is getting better and better, which must be because the ground marketing team is constantly optimizing. Through continuous summarization of field promotion activities, we continuously optimize every detail, including the organization of product recommendation words, personnel training, team coordination and cooperation, atmosphere creation, gift setting, and enrichment of game library.

A more coordinated, experienced and stable field sales team will definitely be able to produce stronger combat effectiveness and better conversion results.

3. The momentum of the marketing should be sufficient

What door-to-door promotion promotes is momentum, and momentum is very important. Consumers come and go, and whether they will participate in this event often depends on the first impression, that is, intuition. If you feel that it lacks momentum at first glance, you probably won't go over to learn more about it.

This requires that the field promotion activities should not only create a strong sense of momentum in the on-site layout and promotional materials, but also the on-site personnel should create a strong atmosphere. It should be lively, interesting and fun to attract more people to stop and learn more.

4. The game session is more likely to attract people

If the venue and time permit, playing a few interactive games on the spot can actually liven up the atmosphere. Of course, this kind of occasion is more suitable for places with children. Because when children are there, parents are there too. If the children start playing games, the venue will become popular and the parents will also be confined to this area.

Secondly, mini-games can not only attract more people to watch and participate, but also help users let down their guard. For example, if a game of "Little Li Flying Dagger" is played on site, consumers can play it for free 5 times. If they hit 3 or more targets, they will get a gift. The prerequisite is to follow the official account and join the fan group. In this case, consumers will most likely not refuse, because the gift has been delivered, and users are more willing to believe that they "earned" it by luck, so they will take the gift as a matter of course and accept the promotion of product information.

5. Activities should be pre-promoted

If there are funds or resources, pre-promotion can be carried out in advance to create momentum, which is likely to bring better on-site effects. For example, if you are holding an event in the community, you can ask the property management to help send a notice to the property group, and hang banners in the community in advance to remind everyone to come and participate on the day of the event to win big prizes. With the preheating, the traffic and conversion effect on the day of the event can be effectively increased.

The processes and details mentioned above seem very simple, but in fact they are not easy to operate. They require comprehensive consideration of multiple factors and flexible handling. Field promotion is also a science, and it is also a truly effective channel for promotion and traffic generation. We need to constantly summarize and combine new technologies to bring out new vitality.

Author: 158

Source: PR Home