The annual 618 mid-year sale is here again. Operators who have experienced the sale know that the sale may be a key turning point in determining whether to make money or not in the second half of the year. Buyers' purchasing power, which has been suppressed for a long time, has accumulated to this point. Many businesses have seen a significant decrease in traffic recently, and this is the reason. 618 Marketing Thinking First of all, have you ever considered the significance of big promotions? Generally, the meaning is divided into three types: one is to make quick money, two is to expand scale, and three is to lay the foundation. Of course, there are also some shop owners who may be confused or indifferent, which is also a very common psychology. However, even if you are unable to successfully register for the event, it is recommended that you still plan your own event and keep up with the platform's pace to prepare for the decoration and preheating. Even if you don’t participate in the big promotion on 618, the traffic will increase a lot. After determining the meaning, we will then look at the ideas for making the plan. We all know that turnover = number of visitors * average order value * conversion rate , so when setting goals, we also focus on these big data . Now some shopkeepers may ask, so how do we determine these target data? Here is a detailed explanation of the turnover setting. Before setting a turnover target, we need to ask ourselves four questions: 1. What is the store foundation like? 2. Does the store currently have seasonal products?
3. Does the store have any small hit products?
4. Is the 618 promotion plan effective?
Data Marketing After confirming these, we can see how much the store turnover will double compared to normal circumstances. The target of average order value should first be based on the current average order value, then measure the discount strength and free gift strength of the big promotion, and finally refer to the selling price of the main product on the day of the big promotion.For conversion rate, we need to distinguish the conversion rate of each dimension, such as autonomous visits (favorites/shopping carts, coupons, direct visits from old customers), free traffic (venue traffic, JD search), and paid traffic (JD Express, JD Direct Investment, and JD Tiao Ke). The conversion rate of independent visits mainly depends on the strength of the promotion, the threshold for using coupons, new products, etc. Among them, the conversion rate of shopping cart collection is generally between 15%-35%, the conversion rate of coupons is between 5%-15%, and the conversion rate of direct visits from old customers is between 10%-50%. The conversion rate of venue traffic is generally slightly lower than the main search. JD’s search conversion is generally 1-2 times higher than usual, and JD Express’s conversion is generally 1-3 times higher than usual. The principle of visitor number is the same as conversion, which is divided into three dimensions: independent visits, free and paid. Generally, the traffic on the day of adding to the shopping cart is approximately the number of pre-heated collections * 25% of the collection entry rate, and the coupon traffic is the number of sends * 18% of the utilization rate; the direct access traffic of old customers is approximately the number of valid members * 18% of the return visit rate. The free traffic is about 1-3 times the usual amount. The paid traffic is mainly based on one's own spending. However, during pre-event activities, the price of paid traffic will be higher than usual because of fierce competition.Warm-up phase First of all, there must be a warm-up plan. A normal warm-up plan includes creating a big promotion atmosphere, optimizing conversions in advance, accumulating collections/shopping carts/coupons, and arranging the promotion rhythm. At the same time, we need to have a big promotion plan, such as creating a buying atmosphere, stimulating purchase conversions, increasing average order value, etc., to pave the way for subsequent sustained sales. Finally, we must have a product plan. For example , the selection of main and secondary models, the arrangement of new product acceptance, the formulation of the pricing system, and product inventory . What are the characteristics of the warm-up period?1. The instant effect of the wireless end Before preheating the PC end, we can preheat the wireless end 2 to 3 days in advance. Because wireless access is available anytime and anywhere, the effect obtained is better. Moreover, we need to consider doing some activities on the wireless side to create a shopping atmosphere and stimulate purchase conversions, which will have even better effects.2. Stage goals and buyer thinking As merchants, at this time we need to promote collections through interactive activities, optimize big promotion traffic in advance, and optimize big promotion purchase conversions in advance. At the same time, we need to study the psychology of buyers. At this time, buyers are generally thinking about what they can buy, where they can buy it, how to buy it cheaper, how to feel more at ease, etc. Then we need to focus on what buyers think and implement specific page design and activity layout.3.Store brands , products and store members are combined with the characteristics of the period to carry out a series of activities targeting these three core directions. The main purpose of the warm-up period is to increase the collection of the big promotion and optimize the purchase of the 618 promotion in advance. Therefore, our marketing focus is on creating an atmosphere for the big promotion and deepening the impression of buyers. It is best to use the activities to guide buyers to make repeat visits from the warm-up period to the day of the big promotion.Warm-up activity form1. The main forms of warm-up activities include interactive sign-in, lucky draw and gift giving, or following brands, collecting stores, and collecting promotional notices to participate in lucky draws, receive coupons, and send gifts , etc. The purpose is to use continuous activities to guide consumers to visit repeatedly, and use coupons to accumulate potential purchase orders for the promotion.2. Member awakening Member awakening and interaction is a very important link. During this period, in addition to reminding members of the membership privileges and discounts given to them during the early warm-up period, we must also focus on reminding dormant old customers. At this time, we can use key customers' phone calls and text messages to distribute membership privileges to achieve customer care, text message reminders of big sales and special offers , etc.3. Collection and related marketing In terms of products, we mainly explore purchasing needs through customers’ collections of our shopping carts, and then optimize our related sales in advance, lock wallets in advance, create hot sales, make shopping guides/shopping lists, and pre-sell products at the same time. In terms of products, it should be noted that shopping guides should be combined with product collections to accumulate more traffic, and shopping guide lists should be coordinated with the setting of related products in the store to guide self-service ordering. The ultimate secret of the 618 marketing strategy is to make consumers lose their rationality and have a flash marriage with them!Reasonable division of labor Combining the marketing strategies of previous periods, it is implemented in the division of labor for each position, including the dimensions of: specific time nodes, specific content that specific personnel need to execute. 1. For art design, we need to make warm-up pages, big promotion homepage, post-big promotion homepage, product details page optimization, various trial posters for big promotion, big promotion sold-out pictures, big promotion promotion pictures, big promotion flash sales, etc.; 2. In terms of customer service, we should proactively remind customers to collect, set up quick terms in advance, set up Dongdong signatures, automatic reply phrases, and soothing terms for price difference compensation, etc. 3. In terms of warehousing, it is necessary to verify the safety inventory, assign packaging personnel, conduct quality inspection in advance, package 50% of the main and secondary promotion items in advance, and notify old customers by SMS multiple times, etc.; 4. As the big promotion lasts 24 hours on that day, under normal circumstances, the store's visits and consultation volumes will reach a peak. In order to avoid system instability, very ideal sales results or human errors affecting the normal operation of the store, it is necessary to arrange personnel in various positions to work in shifts 24 hours a day and monitor related work. The 618 promotion can bring us huge traffic and sales, but the prerequisite is that we must make adequate preparations so that we can implement the plan in an orderly manner and seize more opportunities during the event. Although the above work requires a lot of time and manpower to prepare, the effect brought to us by the 618 event is definitely worth our efforts.
The author of this article @乐天电子电竞训练is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!
Product promotion services: APP promotion services, advertising platform, Longyou Games
