How to promote products with a monthly budget of less than 100,000?

I want to tell you something truthful today. I hope you don’t mind if my words are inappropriate…

I mainly want to share some of my own experiences in advertising and communication to help my colleagues avoid falling into traps. Only those who spend real money know the pain. Of course, my industry experience is limited, and what I write may not be applicable to every industry or other institutions in the same industry. The key is ideas, and different people have different opinions. You can choose to refer to...

◆ First of all, let me make it clear that the 100,000 refers to the monthly budget, not the annual budget. Moreover, in the current industry, those with a budget of less than 100,000 yuan per month are basically concentrated in dental clinics in single stores. As far as I know, there seem to be relatively few plastic surgery hospitals.

◆ If the monthly promotion expenses are less than 100,000 yuan, it is better to use the money within 10,000 to 50,000 yuan to hire two more employees, seriously update your own Weibo and WeChat , buy some small gifts with practical value from Taobao or downstream distributors, and set up WeChat groups and fans for lucky draws.

◆ Generally speaking, the young people recruited are basically those born after 1990, which is determined by the free regulation of the market. Objectively speaking, there is no need to spend tens of thousands of dollars every month to hire a marketing director just for Weibo and WeChat. This is also an objective fact. For most bosses born in the 80s, basically 80% of the content on Weibo and WeChat posted by those born in the 90s is incomprehensible. At this time, it is very important to delegate power. Setting up result standards is much more useful than teaching methods every day.

Of course, we should not set any limit on the number of fans or active users. Those born in the 1990s have the ability to learn online much faster than those born in the 1980s. On Taobao, charging a few cents for a fan or a few dimes for an active user has little practical significance. It is better to establish a commission system so that children will still be motivated. There are always some bosses in the industry who think that young people are easy to fool. In fact, it is hard to say who is fooling whom!

◆ Some of the money for prizes has to be spent, and as long as the overall ROI is acceptable in the end, basically everyone will be more motivated. At a time like this, instead of saving a few dollars, it would be better to calculate the employees' annual salary. Children of this age are more pragmatic nowadays. If you explain things to them clearly, they can manage themselves well.

◆ If you are looking for short-term growth in new store customers, it is recommended that you do not use Weibo or WeChat advertising with this budget, and just stick to regular operations . The advertising path is too long and the cycle is too long, so the traffic-generating effect is not obvious. Instead of creating content and special topics, it is better to develop sales terminals and do ground interception, such as "Little Dentist".

◆The principle of ground promotion activities is: the lower the threshold, the better; the fewer steps, the better; the higher the psychological price, the better. Never ask people to take photos, upload them and fill out forms. It will annoy consumers just because you think you are so happy. To put it bluntly, it is recognized in the industry that every additional action will result in a loss of at least 30% of followers.

My experience is that for such activities, gifts and consultants are brought along. The consultants can directly use WeChat. If there are a lot of people, a group will be created. Red envelopes will be sent out every few days, and prizes will be given out to increase the sense of presence. This brings us back to the above question. Since the radiation area of ​​a single store is only 60 miles around, the role of reminder is far greater than the purpose of guiding demand. The demand that pops up according to probability can make a single store survive well.

◆ The characteristic of many industries nowadays is that the market generally likes to organize activities. I personally think that on the one hand it is due to subjective desire to do things and on the other hand it is due to limited experience. In fact, there are many ways to organize an event. It is not necessarily necessary to book a venue and hold a cocktail party to be called an event.

◆ The coverage area of ​​a single store is only 60 miles, which is basically 5-8 residential communities. Especially in extremely traffic-congested geographical areas such as Beijing, Shanghai, Guangzhou and Shenzhen, the coverage area may be even less. It’s still the same question. The demand generated by probability theory can make a single store do well.

Therefore, the focus of ground promotion is not to promote how much business, but to try to gather fans through WeChat and Weibo, at least to let people around you know that there is such an organization nearby. Although reputation cannot be measured, it is real money when there is a real need.

◆ The in-store experience is very important. Modern people who have been educated by the Internet basically compare prices from three different stores before making a purchase. Don’t expect people to buy implants just because you give them a dental cleaning card. This is unrealistic.

However, only those who have used it know the good service and the feeling. Even if you quote a higher price by 200-300 yuan, the average consumer will not really make a fuss about it (except the elderly). This is an easy account to calculate. The cost of a round trip taxi is 200, so never treat consumers as fools... Giving away a toothbrush every two or three days, or talking nonsense, although it doesn't cost much, it's still the same problem. The role of reminders is far greater than education itself. No one wants to be educated these days. Once user stickiness is generated, there is a chance for consumption. When doing marketing, you must not be too utilitarian. A normal mind is important.

◆ Of course, smashing eggs and arranging flowers is fine... The first impression given is that it is not a medical institution. Chinese people still have a fixed understanding of medical academics (plastic surgery is not a big deal, and drawing prizes is not a big deal)

◆Don’t do live streaming . In the current market situation, tens of thousands of yuan is considered cheap for live streaming, and the actual volume brought is also very limited.

The characteristics of the current live broadcast market are that the numbers look good, the numbers look good, and the numbers look good. The self-excitement of things is too utilitarian, and the characteristics of live broadcast itself have too wide a coverage.

It would be better to make a promotional TVC seriously and play it in the store on a loop. Judging from many current physical industries, there are several electronic screens in every store, but it seems that few of them are actually used.

◆ It’s still the same question as before. Sometimes the regional advantage is greater than a large area of ​​drizzle. So it’s better to carefully benchmark the products, prices, and services of competitors in the surrounding area, carefully identify your own unique advantages, and let consumers understand. This is the key (in fact, understanding is the most difficult thing, which goes back to the above question)

◆ Now that everyone has come to the store, why don’t you quickly strengthen your advantages… otherwise the discount card will be given away in vain…

◆ It is not recommended to advertise at this cost. Many bosses only see the store costs, but ignore one point. The level of media operation calculated to the store is far higher than that of general medical beauty and dental peers. Any in-store cost base has a threshold for the investment base. It is really better to cultivate the surrounding areas than to just sprinkle a few thousand dollars of drizzle.

◆ Advertising on Weibo, Momo and other platforms seems to start at a few thousand or tens of thousands of yuan, but each media has its own product series, and the media is not stupid. The media is also a profit-making unit. If you think that a few thousand yuan can bring about an effect of tens of millions, this is a speculative mentality and will not work no matter how you operate it.

◆ It is a fact that the price of copywriting is very expensive at present. There is a logic that anyone can figure out with a bare butt. Basically, those who can write will go to do self-media later on. Who will come out to work? I have to emphasize that this is called "being able to write", but it is not yet "phenomenal level". As for "phenomenal level", ask all the people who can produce such manuscripts. Before writing, they are absolutely not 100% sure which one will lose and which one will make money. This is still a problem of probability. Therefore, I always feel that this matter is unreliable.

◆ Creating content is very expensive, and not creating content is even more expensive, this is the truth!

◆ The most common solution in the word-of-mouth industry is "reviews". This logic is correct, and it is also a consumption habit under Internet education. However, brushing "reviews" is a bit unauthentic.

Current data from non-industry official website sources shows that today's consumers don't even look at the positive reviews when they go to a store, but instead look directly at what the negative reviews say. In the final analysis, you're just swiping the pages to get yourself high. Therefore, instead of working hard on posting comments, it is better to cultivate the surrounding WeChat groups. At least, in the current first-tier city communities, there are shortcomings themselves.

Finally, some tips on content management !

◆ Everyone knows how to take advantage of hot topics on Weibo, and WeChat can actually do the same! But don't try to get involved in embarrassing topics. Take a look at Du's Weibo. The angles he finds are generally great, and the millions of operating expenses are really well spent.

◆ Weibo is an opening and WeChat is a closing. It is inherently determined that Weibo’s data is easier to obtain than WeChat’s, so how to convert is very important. My experience is based on "talking nonsense". In the current Internet environment, being able to talk nonsense is also a soft power. The ability is to explain things clearly to those who do not understand. One characteristic of medical aesthetic dentistry is that it can make people who understand unclear no longer understand. If it were you, and you were in another field, would you choose to see it clearly or not?

◆ You can do it on Zhihu (content search: Baidu ranks first, Zhihu ranks second), but don’t be silly and add a certain medical clinic. Consumers won’t buy into it, and it feels like they are just trying to solicit customers. It’s better to let the doctors themselves do a Zhihu account. It’s easier to certify than an institution.

Don't be too dogmatic about the content, just speak the truth. Don’t just focus on the field of medical aesthetics and dentistry. After all, you are a living person. Please participate when there is good content and answer questions in your professional field. It doesn’t take much effort and you can occasionally bring in customers. How great is that!

That’s it for today, and let me summarize: when doing marketing, you must not be too utilitarian, and it is important to keep a normal mind!

Author: Jason@超, authorized to publish by Qinggua Media .

Source: Jason@超