4 cases to teach you how to use TikTok to promote products!

With the disappearance of the Internet traffic dividend, the cost for offline companies to acquire customers through online channels is becoming increasingly high and it is becoming increasingly difficult to expand customer base.

How to establish connections between enterprises and Internet users and achieve conversions is an urgent problem that offline enterprises need to solve.

Nowadays, the whole nation's attention is gradually shifting to the short video field. As the vanguard in the short video field, Douyin has become a new traffic center.

So, how can offline companies seize the dividends of Douyin marketing to expand their customer base?

At the Douyin Blue V Ecological Conference on October 30, the official gave a detailed introduction to the functions of Douyin Enterprise Accounts, among which the POI function of Douyin Enterprise Blue V can be said to be a powerful tool to help offline companies acquire customers.

So, what can POI do to help enterprises?

The POI function allows companies to obtain an exclusive and unique address, which is presented as the location icon in the Douyin video. By clicking on the icon, users can see all the video content at the location address.

Companies can recommend products, coupons, store activities, etc. to users through the POI page.

The marketing value of POI for offline businesses lies in that it builds a bridge for direct interaction and communication between offline businesses and online users.

While guiding users to browse videos, they can learn about relevant information about POI stores, shorten users' shopping time, improve conversion efficiency, and effectively direct traffic to offline stores.

So, how can we use the POI function to better realize its value? We analyzed 4 corporate Blue V marketing cases and summarized 3 combinations of gameplay, hoping to provide marketing ideas for everyone.

Method 1: POI+DOU+: How to let more target users see your store

Case: Huayang Courtyard - Accurately attract online traffic and increase the probability of users checking in at offline stores

Huayang Courtyard was originally a local inn in Xishuangbanna that had no old customer base and insufficient online attention. It was obviously difficult in the early stages of Douyin marketing, but it successfully attracted target customers by leveraging Douyin’s corporate Blue V advantages.

In the early stage of its launch, Huayang Courtyard used the daily life of cute pets in the B&B as video content, and used the POI function to post videos with store information on Douyin.

In order to enhance the exposure of store videos, Huayang Courtyard also uses the DOU+ function which can help companies promote efficient content dissemination.

The DOU+ function can intelligently recommend videos to more interested users, achieve precise traffic diversion, and help Huayang Courtyard reach potential target customers.

It is understood that the number of fans brought by DOU+ delivery accounts for 23%, and the number of likes accounts for 25%. Combined with the offline store information of POI, this operation greatly increases the probability of users checking in at offline stores.

In order to further enhance interaction, Hua Yang Courtyard has also integrated Douyin elements into the entire store and set up preferential activities and experience games for customers who come to the store.

Visitors to the store can enjoy room rate discounts as long as they post a video with the Huayang Courtyard store information and get more than 50 likes.

This interactive method, on the one hand, can enhance users' favorable impression of the store, and at the same time, through video sharing, it can convert offline users into online "tap water", increase store exposure, and attract more users to shop in the store.

Tips : The core capability of POI combined with DOU+ is to achieve accurate and high exposure based on high-quality content that meets user preferences, thereby increasing the probability of fans visiting the store for consumption. It is very suitable for offline stores with exposure needs and can help you find your target audience quickly and accurately.

Method 2: POI + Cards and Coupons: With attention, how to make users form a consumption closed loop

Case: Laomatou - offline customers spread the word online to expand brand publicity

Laomatou is a national hotpot chain restaurant with a 17-year history. It has nearly 100 stores across the country. The brand is widely distributed, well-known and has a huge customer flow.

Relying on its existing offline advantages, Laomatou cleverly used the Douyin corporate account POI and card and coupon functions during the National Day holiday to divert traffic from offline to online, and the store business was booming.

After the event started, Laomatou first selected a store exploration account with 200,000 fans to warm up the event and attract customers to shop in the store.

After arriving at the store, customers can receive coupons by scanning the QR code on the store’s roll-up banner or table card and shooting a TikTok video with the store’s location. Coupons are a tried and tested marketing method for brands and are very attractive to consumers.

Through the combination of Douyin coupons + POI, Laomatou has achieved the process of users entering the store to consume, video positioning and traffic diversion, and then to the continuous dissemination and fermentation of the video, ultimately expanding the store's online brand promotion and achieving online traffic acquisition.

This operation plays a great role in attracting young online consumers.

It is understood that the Chunxi store at Laomatou used promotional activities such as instant discounts for taking Douyin videos to attract a total of about 13,000 people in just 20 days, with an average of 12 tables receiving coupons per day. During the event, the store's turnover increased rapidly.

Case: Chengdu Chike - Bringing online traffic to offline and increasing store traffic

As a popular local catering internet celebrity brand in Chengdu, the Douyin account of Chengdu Chike's offline stores is often actively searched and browsed by users on Douyin due to its high popularity.

Chengdu Chike took full advantage of this and set up electronic discount coupons on its Douyin POI details page, allowing users to collect coupons online and consume offline. It successfully directed large online traffic to offline and attracted a large number of locals to consume in the store.

According to data, on October 19, one out of every 12 people who received coupons made a purchase in the store, with a redemption rate of 8.33%.

By using the combination of "POI+cards and coupons", we successfully introduced online traffic into offline, completed a wave of low-cost traffic conversion, and achieved a win-win situation for brand communication and user consumption.

Tips: The core highlight of the POI+card and coupon combination lies in the display of promotional activities and specific store information, which can make users more willing to shop in stores.

Based on the diversified gameplay of cards and coupons, companies can set diversion paths according to their own development stage.

If online traffic is abundant, you can use coupons and POIs to bring traffic offline and achieve consumption conversion; if the offline foundation is good, you can use POI video sharing + coupon discounts to encourage users to share online and enhance brand promotion.

Gameplay 3: POI+Topic: How to use topic challenges to detonate the POI content pool

Case: Black Valley - Launching a topic challenge online, and cooperating with offline influencers to detonate the POI content pool

How should companies create successful POI pages to attract target audiences? In fact, the essence is to grasp the core of POI - "point of interest", that is, how to perfectly combine the selling points of corporate products with the interests of target users.

Heishan Valley is a tourist attraction in Heishan Town, Chongqing. It explores users' interests, initiates topic challenges online, and cooperates with offline influencers to detonate its POI content pool.

Black Mountain Valley fully explores the highlights of the scenic spot. Online, through Douyin, keyword topics with POI information are set, such as "heat relief", "red seedlings", "coolness", etc., so that more scenic spots can be exposed on Douyin.

When users participate in topic challenges, they can see the store information of POI. Users who are interested in scenic spots can see the scenic spot introduction, photos, specific address, business hours on the POI details page, and can also make direct phone inquiries.

Offline, the scenic spot further deepened its interaction with users by completing short video shooting through on-site interaction with the local internet celebrity Miss "Hongmiao".

Or let tourists find the filming location of the popular video and shoot the same video, encourage users to create and share, expand the POI content traffic pool, and trigger continuous fermentation online.

So far, the video with POI has been played 2.5 million times. As long as you watch, you can reach them. With high-engagement topics and interesting video content, Black Valley has successfully aroused the interest of fans.

The POI function also shortens the communication path with users, attracting fans to check in, effectively improving offline conversions.

Tips: The combination of POI+topic is more suitable for brands with higher popularity.

Companies can refine their product selling points and initiate topics based on user interests to attract more users to participate, thereby detonating the POI topic traffic pool and achieving high exposure and high conversion of brand offline store information.

The behavioral path of traditional Internet users is usually "see-attention-interest-search-action" , but Douyin has successfully simplified this process, allowing corporate information to reach users directly, completing the path from reach to drive .

The launch of the Douyin POI function not only shortens the brand marketing path, but also, when combined with other functions, can leverage Douyin’s strong ability to bring goods to improve communication efficiency and user store visit rates.

Of course, it is not limited to POI or offline stores. Douyin Blue V brings many other integrated ways of playing to enterprises.

As short video marketing becomes increasingly mainstream, the creation of Douyin's commercial ecosystem has built a closed marketing loop for companies from brand building to user management to data accumulation , helping companies to continuously advance their marketing.

In the future, the marketing value that Douyin will bring to enterprises will be immeasurable.

Source: Weixizhibei