Offline operation promotion: 28 ways to attract new customers!

Today I will introduce to you offline methods of attracting new customers - new methods, local methods, and old methods. “Why do we want to attract new members?”

"Because my boss asked me to recruit new customers."

"Boss: All I want is revenue growth."

What is running water? How to grow?

Sales = turnover = retained customers × average order value × repurchase rate. When the latter two remain unchanged, only the continuous growth of retained customers will lead to an increase in turnover.

Retained customers are converted from new users, so as long as we master the method of attracting new users, we will not have to worry about lack of turnover.

“How do you convert new users into retained customers?”

"That's another story."

So how do you attract new customers? I have summarized the following categories:

1. Publicity

1. Qualifications

• Celebrity photos (promotional gimmicks for restaurants, personalization of small shops, emotional expression, celebrity effect);
• We-media reporting (the most common channel. The fees of leading we-media even exceed those of newspapers and TV stations. The most capable ones try to rely on their own product strength to attract free publicity from we-media . For example, when coconut ash first appeared in the local area, it was some we-media that spread it for free);
• Newspaper reports (in the case of self-media reports everywhere, this channel has a low cost-effectiveness but many people trust it, so it can be considered);
• Television videos (very positive, reported by local TV stations or other public institutions’ TV stations, provincial and local TV stations can pay to broadcast them);
• The bronze plaque at the door (divided into two categories, the serious ones: Chinese time-honored brands, Michelin restaurants, etc., and the future Black Pearl Restaurant of Dianping.com; the unserious ones: the BBQ technical talent exchange center, which has its own communication power and was on the hot search on Weibo last month #东北做烤烤严#).

1. Communication

It cannot be said that the qualifications category is not a type of communication. Although they are all classified as publicity, the above ones are obviously more positive, while this one is more variable. Maybe the publicity is about daily activities in a certain month, or maybe it is about activities during festivals and solar terms.

If the qualifications category is the appetizer, then the communication category is the real main course + dessert after the meal.

• Audio ads (audio played outside offline stores. Do you remember the audio-visual stores dominated by the background music of Ah Du and I hiding under the car when you were a kid? Now you have to choose to record and play audio ads according to your own brand image. For example, if it’s a beauty salon , play some pop music and find gentle girls to record audio. If it’s a high-end store, play some classical music. It’s not good to play Guo Degang’s cross talk );
• Interaction with puppets and inflatable models (a common marketing method for fast-moving consumer goods such as yogurt and beer. If the company has a mascot or other IP, this method can be used to cooperate with festivals or self-made festivals for marketing. At this time, the atmosphere effect is particularly good. The conversion rate of flyers distributed by puppets and inflatable models will increase. Puppet>inflatable model>model>normal flyer distribution. If there is no IP puppet, you can choose Kumamoto and Brown Bear);
• DM flyers (advertisements placed monthly during festival marketing will cause disgust among office building consumers. The more rustic they are, the more disgusting they will be. Not many people will buy them. Try to choose this channel as little as possible. It will not cause disgust and is a cost-effective channel);
• Business district advertising (advertising during festivals and solar terms should reflect key traffic factors in the advertisements and cooperate with medium, low and high gross profit combination activities);
• Property advertising (same content as above, published in channels owned by the property, and you must maintain a good relationship with the property);
• Elevator advertising (low cost-effectiveness, used for branding. Focus Media controls almost all elevator advertising. If the budget is limited, build a good relationship with the property channel, otherwise forget it);
• Cross-industry cooperation advertising (very cost-effective, to see the depth and friendship of cross-industry cooperation, you must conduct actual inspections, find key focus points from the perspective of consumers, and place advertisements at key points. The banking industry is an exception. Banks will help stores promote, credit card promotion channels, traditional media advertising channels, and new media channels);
• Bus station advertising (subway advertising, train station advertising, and airport advertising also count, but the problem is still: budget);

• Newspaper advertising (it can be soft-text promotion or direct hard advertising, as long as the budget is sufficient. The older the customer base, the higher the conversion rate);
• Decoration environment ( the key point of brand image , consumers can also directly distinguish the average customer spending of this store here. For example, no one wants to eat a bowl of noodles for 5 yuan in a restaurant of a five-star hotel. If the decoration is too high-end, some price-sensitive users will be kept out. It is even more necessary to increase publicity and differentiation to improve product strength);
• Spreading landscape (large doll landscapes, Instagram-style balloons, black, white and gray styles, pink carpets and white bathtubs set up outside stores or next to windows have their own spreading attributes. Everyone has often seen this kind of check-in in their own circle of friends. If you don’t understand this behavior, you can think of the bathtub as a word pyramid , and those who take pictures are here to worship);

• Tik Tok video (Tik Tok’s hot topics, use Tik Tok to spread them, such as dancing or making a joke. This requires more professional content operation talents to complete. It is also difficult for small store self-media to start cold. I wish you success).

2. Activities

If publicity is the sugar coating of the brand, then the event is the sweet candy.

1. Traffic activity

The significance of traffic activities is to obtain a peak in store visits through publicity among the customer base, and to convey to consumers a brand image of high quality, low price and good service. It is an indispensable and important method to attract new customers and maintain CRM.

• Lucky draw (a classic and interesting marketing method, but if your activity is ineffective and has a low participation rate, you might as well refer to blind box figures, blind box lipsticks and other formats, and learn from them to attract similar customers);
• Group buying (a method that will generate self-circulation of traffic, with high startup costs and the best effect. It requires relevant knowledge of community operation and the need to set up drainage products + 2-10-person groups , which will eventually divert traffic to the community and offline stores);
• Free gifts when you buy something (this is a way to increase the average order value and attract new customers through the product power of gifts. It must be just right, such as giving away a pair of couplets when you spend more than 59 yuan during the Chinese New Year);
• Gifts for customers (a means of attracting customers to the store and creating a festive atmosphere, such as giving colorful ropes to every customer who enters the store during the Dragon Boat Festival. The cost is a few cents, but customers will remember your friendship);
• Other activities (There are thousands of innovative ways to conduct traffic activities, such as Douyin's 10-second challenge, which is adopted by almost every milk tea shop. However, the glitz and glamour are fleeting, and the traffic activities that can truly settle consumers are the activities that should be done. I think lucky draws, group purchases, free gifts when buying, and gifts when entering the store have all achieved this.

1. Business activities

Business activities are the essential skills to be used in real business operations. It requires continuous attempts at various plans until the balance between profit and traffic is found.

• Coupons (like group buying, this requires certain operational experience. Newbies need to constantly try various coupon issuance schemes and attract new customers after doing a good job of user stratification );
• Holiday promotions (holiday promotions are combined with festive materials and advertisements to form holiday marketing activities. Different themes are set for different holidays, and various types of goods are configured according to the themes. Low-profit goods are used to attract traffic , and medium- and high-profit goods are used to support the brand and increase the festive atmosphere);
• Product promotion (product promotion is one of the common methods of daily promotion. Some fast-moving consumer goods are set to be sold at close to cost price or with negative gross profit margin to attract customers, especially to attract price-sensitive users and make them feel that the merchant’s discount is very large. It is best to sell high-gross-profit products by yourself. The mapo tofu is sold for only one yuan . This is the routine);
• Seasonal promotions (seasonal promotions are usually marketing activities that last for three months or even longer sales cycles . They usually aim to strengthen a certain feature of the brand image. In seasonal promotions, they are still set as traffic-generating products + medium-to-high-gross-profit products . Ultimately, fans are selected and retained through long-term accumulation of product strength and differentiation. The first wave of seasonal promotions is used for traffic generation);
• Special display of new products (launching various new products in a timely manner to keep consumers enthusiastic about the store's products, and even the purchasing staff and product development staff will fall in love with the products themselves, so the product's traffic-attracting power is maximized);
• Other methods (flash sales, wish cards, price reduction auctions, periodic purchases, turntable draws... various methods can achieve the effect of attracting traffic, but different traffic-attracting methods may not be suitable for retail or other offline business activities. The methods of business activities vary depending on the store and the customer base, so we will not list them one by one).

Summarize

Here, we have summarized the methods of attracting new customers in offline operations. I have divided the means of attracting new customers into two categories. One is publicity, which is like sugar coating and the appearance that consumers see. The other is activities. If the activities are well designed, then they will have high participation and high traffic. These two categories are indispensable, and only publicity + activities can attract new customers in large quantities.

Source: Softlipa