3 days, 0 budget, sales of 10,000 goods, all the activity methodology is here!

The article combines the author's actual experience and sells 10,000 goods in three days with zero budget. What kind of methodology is involved? Let’s take a look~

Core reading:

1. Some words written at the beginning;
2. General information about the event;
3. What needs to be prepared for this event?
4. Details of the execution of this activity;
5. Summary and reflection of this activity.

1. Brief introduction of the activity

Let me first give you a brief introduction to this event. The main purpose of this event is centered around the Mid-Autumn Festival. Kuaishou teamed up with Woodstock to create the "KW AI Hometown Fair", bringing all thoughts about hometown to Beijing at once, and making a perfect remix of hometown memories and urban life!

The activity sections are mainly divided into: hometown flavor, hometown drama, hometown things, and hometown feelings.

1. Hometown Taste is mainly about catering, and the ingredients come from the products we sell, such as mashed potatoes made with pecans.
2. Hometown dramas are mainly performance-based, and mainly come from old friends on Kuaishou who have more ethnic characteristics.
3. Hometown products are mainly products from local farms, such as pecans, honey, red dates and the like.
4. Hometown sentiment is based on handwork, and handmade products can evoke emotions and memories.

Then the Kuaishou friends who choose to participate in the event are mainly concentrated in these four aspects. A total of 50 "old iron" celebrities, 20 intangible cultural heritage craftsmen, and 10 groups of urban musicians were invited to perform this Mid-Autumn Festival event together.

2. Preliminary preparations for the event

When it comes to the specific event preparation, I will talk about it from two perspectives: one is the Kuaishou official, and the other is the participant, which is me.

1. Kuaishou official event preparation

(1) Itinerary arrangements

Since I was in Hangzhou and needed to arrive in Beijing in advance, Kuaishou arranged the itinerary more than a week in advance, and we only needed to pack our luggage and set off. After arriving in Beijing, there is a special airport pick-up staff. Due to the delay of our flight and other reasons, our arrival in Beijing was delayed by at least 2 hours. The person who met us at the airport said that he would be there at around 12 o'clock, but we didn't land until around 2 o'clock.

After landing, the airport reception staff took us directly to the hotel in an online car-hailing vehicle . After arriving at the hotel, we were specially received by a Kuaishou staff member who explained to us what we needed to do next.

During the three days of the event, the journey to and from the market was actually less than 10 minutes, but there was a special car to pick us up and a special person to accompany us. Including the final return to Hangzhou, they arranged a car to take us to the airport in advance, which truly reflected the respect for the Kuaishou friends.

(2) Material preparation

This was actually my first time participating in an offline exhibition, so I wasn’t prepared for many things. But Kuaishou is ready. It can be said that this hometown market made me feel the sense of responsibility and service that a large company in a big city should have.

The event will be held at Joy City Shopping Mall in Chaoyang, Beijing. Exhibitors from other places need to send their products there in advance. Therefore, Kuaishou officially gave us a unified shipping address.

After the goods are delivered, they are stored at the designated address. Kuaishou officials also recounted the goods and made records of the goods in and out of the warehouse. During the event, at the start of the market every morning, special personnel will go to the stalls to collect information on whether goods need to be replenished, and then special personnel will deliver the goods directly to the stalls. Merchants do not need to do anything and are only responsible for selling the goods.

After the exhibition, we don’t need to worry about how to send back the unsold goods. Kuaishou will count them and send them to us by logistics. In this way, confusion caused by merchants' unfamiliarity with the venue and other reasons can be avoided. At the same time, it also reduces the burden on merchants, allowing them to better concentrate on selling goods.

Although the scale of this market is small and the stalls are small, this does not affect the style of the entire market. The market has prepared other supporting tools for us. For example: traditional brown sugar, chili sauce and the like have special bamboo frame buildings to highlight the farmhouse style. Plastic lines are also placed in the bamboo house to make it look more rural.

Since I was doing it in an e-commerce model before, I could ship directly by express delivery, and I just had to put the product accessories into the express box. So, when customers on site bought the products, they suddenly found that there were no bags for them to carry. So I immediately asked the Kuaishou staff, and found out that they really have it, and they have prepared two kinds of bags, one for direct picking and one for carrying. Depending on the product, you can choose different bags.

The preparation of this detail made me truly begin to understand how important details are to a good event. At the same time, it made me feel more deeply the sincerity of Kuaishou. They truly hope to help these rural users realize their own value through their own influence.

As an exhibition, promotional materials are definitely needed. As the booth is small and is located in a large shopping mall, which does not allow roll-up banners, Kuaishou prepared a small blackboard for us that can be placed on the table, where relevant promotional information can be written with chalk.

As someone who has never participated in an offline exhibition, I indeed forgot to prepare for these. Of course, there are also many small materials to prepare, such as payment codes and small posters introducing each merchant and product.

(3) Service arrangements

In addition to the thoughtful services such as itinerary and accommodation, the service during the event was also very thoughtful. For example, due to the climate difference between the north and the south, a man selling pears in Dangshan, Anhui Province unfortunately caught a cold and fell ill, and did not continue to participate in the market activities the next day. Therefore, the official staff of Kuaishou decisively took over the stall and then sat there for two days to help sell goods.

Then, at mealtime every day, since we couldn’t eat at the stalls, we had to eat out. Therefore, the Kuaishou staff directly took over our duty of looking after the stall, allowing us to eat with peace of mind.

At the same time, during the event, Kuaishou staff asked about our sales, product replenishment needs and other services, which fully demonstrated Kuaishou’s emphasis on this event and its thoughtful and detailed services.

2. Merchant-side activity preparation

(1) Reasonable sales estimate

Since this event is the first one held by Kuaishou, the expected sales volume is not completely certain. Since I have never participated in offline market activities, I am lacking in stock. At the same time, because the differences in eating habits between the north and the south were not taken into consideration, some goods sold well while others did not.

For example: I brought 7 boxes of pecans and 2 boxes of pecan kernels to this market. Since the generation in Jiangsu, Zhejiang and Shanghai all like to eat pecans, we prepared more pecans. But after arriving at the scene, the pecan kernels were sold out in just over a day.

Because for Beijing users, pecans are shelled products, and they are small in size, so the kernel inside cannot be eaten at all. At the same time, people nowadays are lazy and don’t want to peel the shells, so they all buy pecan kernels. As a result, for the next two days, we could only sell pecans, so the conversion rate was much lower.

(2) Keep good records of inbound and outbound storage

I am a careless person, so I often make mistakes, and this time is no exception. However, relatively speaking, it is much better. Since Kuaishou officials are helping to manage it, the error rate is relatively low. However, during this process, we still need to keep our own records of daily sales, preferably broken down into specific products. For example, my pecans have three flavors, and it would be best to register each flavor.

3. Activity Implementation Rules

As for the execution of the activities, we actually need to pay attention to some details, apply the prepared materials to practice, and then make continuous adjustments based on the specific situation.

It is mainly reflected in the marketing level, and we can think about it from the e-commerce formula: sales = traffic x average order value x conversion rate.

Traffic: Since it is an offline market, our merchants can see and touch the traffic. Generally speaking, the daily traffic is within a fixed range. I haven’t done any statistics myself, and of course I don’t know how to do any. So, what I can do is to try to convert future visitors.

Conversion: Conversion is the focus of this activity.

(1) Attract users through tasting

At the beginning, we just put the products on the table as usual and waited for people to come and buy. The result is predictable. Although there are people who look at it, few people buy it. I remember that the first customer was a staff member of the market because he knew about Lin'an walnuts.

So, I immediately opened a can of pecans and a can of pecan kernels as samples and placed them on the table. At the same time, I took out a small blackboard and wrote "free sample" and "price" on it. Don’t underestimate the four words “free trial”, they are very powerful. Because many people passing by don’t know that they can taste the products displayed there, many customers will come and ask questions like “Can I try some?”

When I wrote about the free tasting and opened the product and placed it on the table, the number of orders increased significantly. In the first morning hour, I sold thousands of dollars. If you count by the can, it was at least thirty or forty cans. Therefore, for products that can be tasted and tried, you must take out the most fragrant and best-looking products and place them in the most conspicuous place, and tell people that they can be used and eaten for free.

(2) Use sound to attract users

In addition to writing "free tasting", you also need to express it through your voice and body language. Generally speaking, when we go shopping in a mall or exhibition, we don’t have any purpose. We will only go in to take a look if we see something good and really like it.

So, in order to attract more people to watch, we have to stand up and keep shouting the corresponding slogans. For example: This is a specialty from Lin'an, Zhejiang. You can come and try it for free. This effect is better than simply writing because people will always be attracted by the sound. Overall, the operation can attract more than 30% more customers to stop by the booth.

(3) Attracting people with specific groups

Another point is that in order to improve the conversion rate, we must also observe the attributes of the people coming and going. In the Jiangsu, Zhejiang and Shanghai areas, many of the people who buy pecans are white-collar workers, who are around 30 years old or even younger.

But when I got to Beijing, most people didn’t eat pecans, so I just bought pecan kernels. Then I found that the people who bought pecan kernels were all over 35 or even 45 years old. Basically, there were two types of people: one was parents with children around four or five years old, and the other was elderly aunts.

So, later in the crowd, we would call out to families out for a walk as we passed by, especially those with children who were walking by themselves, and we would say, "Little boy, you can try some of the pecan kernels." Usually the children would come over and grab a handful to eat.

So, adults will ask children whether the food tastes good or whether they want to buy some. Children generally do not have any judgment ability, and as long as it is not bitter or sour, they will say it is good and they want to buy it. Naturally, after adults have eaten it themselves and found that it tastes good, 90% of them will buy it.

(4) Impact users in a variety of ways

In Beijing, many people see pecans for the first time, and their first reaction is: What is this? Even 20% of people thought it was grapes. Because pecans have a black flavor and are about the same size as grapes, they are easily mistaken for grapes.

So, at this time, we should display some posters and videos about pecans. Since this was my first time participating, I wasn’t well prepared, so there weren’t any posters that were particularly obvious and impactful. Fortunately, we had an IPAD, so I played the photos and videos of pecan picking on the IPAD, which created a visual impact and had an attractive effect.

At the same time, I would patiently explain to anyone who approached the booth, and take out my mobile phone to show them photos and videos of the picking, shelling and processing processes, which further deepened their impression of our products. It also improves conversion rates.

(5) Establishing a relationship with users

At the market, if someone wants to buy a product but doesn’t for some reason, or if someone has already bought a product and wants him to come back for more, what should we do?

Many people will say, add WeChat . Although this is a simple and direct method, the reality is that if he didn’t buy it on the spot, if he really wanted to buy it, why didn’t he buy it now but add WeChat first?

Judging from the situation on the scene, this is basically the reality: very few people are willing to add WeChat, and 2 out of 10 is already a lot. There are two main reasons:

• One reason is that they are afraid that merchants like us will flood the screen with messages, and most people are not willing to add WeChat merchants.
• One is that he really has no intention of buying the product, so adding it is useless.

Therefore, at this time, the advantages of Taobao stores are reflected. In the previous article, I also said that people who want to do business for a long time must open a Taobao store, even if it is just for display.

The advantages are reflected in two or three aspects:

1. If someone doesn’t want to be added on WeChat, then let him follow Taobao. Taobao is not a social software and will not disturb his life. Even if it pushes messages, he will not open it often anyway, so it will not affect them.
2. If there is a Taobao store, or even a Tmall store, they will think that the seller is legitimate, and not the kind of product that doesn't have any warranty. After all, people who buy it will pick up the pecan jar, look at the product information, and then ask: How long is the shelf life?
3. Generally, the prices at offline markets and exhibitions are cheaper, and the prices at Taobao stores can be used for comparison. If the user asks you to give him a lower price, you can say that the normal price on Taobao is 100, and now it’s 80, which is already cheap, and he will have nothing to say. If he really wants it, you can also do some matching marketing to make it a little cheaper.

Therefore, among those who bought my pecans, 100% of them followed or took photos to keep a record of my Taobao store.

(6) Use marketing, but don’t sell off products

I just said that the price in the Taobao store is 100, and it is sold for 80 at the exhibition. If a customer asks for a lower price, then you can combine marketing, including group buying.

The price of my products remained consistent throughout the entire campaign period, with no price reduction. But on the last day, they relaxed a little and launched a buy 4 get 1 free promotion, but the price remained unchanged. Then it directly led to four or five users making purchases.

At the same time, some users may hesitate and think they cannot buy so much and cannot finish it. In this case, group buying can be used. That is, when multiple users are consulting on purchase, they can be encouraged to buy 4 and get 1 free. In this way, if two users buy 4 together, the average order value will be much higher than if one user buys 1.

Of course, we can also engage in affiliate marketing on site, for example: catering merchants in the mall purchase our raw materials and make corresponding meals. Of course, merchants did not think of joint marketing at that time, but only thought of it now when we look back and summarize. For example: Buy pecans and get a bottle of hot sauce at half price. After all, there are indeed many good agricultural products on site, and the prices are relatively higher than those on Taobao. If we do related marketing together, the effect should actually be good.

IV. Summary of the activity

The article is a bit long, but the content is worth reading carefully. There are many things worth learning from this event, especially from the perspective of the organization that organized the event, it was a textbook perfect event. Almost everything that can be thought of has been prepared, whether it is materials, personnel or services, it reflects the professional level of the event.

Of course, there are some shortcomings. The most critical factor, of course, is the matching degree between participating merchants and users shopping in the mall as well as the flow of people.

This event was held in a corner of the underground floor. There were relatively few people in this place, especially in the afternoon of the Mid-Autumn Festival, when there were only about a hundred people. So, it’s a bit regrettable that the most important position was not chosen well.

However, what made up for these regrets was that some media were attracted to interview and the event gained great exposure on the Internet , such as: reports on CCTV News Channel in the afternoon, reports on the evening news broadcast, and reports on some Internet media short videos . This also includes some channel dealers who come to explore products, and these are the added value of participating in this event.

Source: Wang Ye