How to make reasonable use of 3 types of ground promotion methods?

A few days ago, when I passed the Gaoxinyuan subway station during the morning rush hour, I saw a beautiful yellow scenery. Upon closer inspection, I found out that they were the promotion team for a certain product. The yellow clothes and yellow card with big black letters are quite eye-catching, but the text is "If you have cervical pain, waist pain or leg pain, come to me." And then nothing happened.

As I happened to have cervical pain a few days ago and was looking for a suitable massage parlor, I was instantly attracted. But because of the rush of time, I didn't want to go up and ask. I thought, if the billboard directly stated who it was looking for, then I might go back and search for it.

(Since the product name was not provided, I could only search for the slogan, but of course I couldn’t find it.)

Out of professional habit, I was thinking at the time, what kind of ground-based promotion could have better results? So this article was written: Today I want to talk about the three most common ways of ground marketing: leaflet distribution, loudspeaker broadcasting, and sign display.

1. Distribution of flyers

The flyers distributed here include not only single pages, but also summer fans, discount coupons, etc. Generally, 3 to 5 people are lined up to distribute the gifts to passers-by one-on-one in areas with concentrated traffic. The flyers distributed generally have rich content, including product name, logo, slogan, service products, discount, address, QR code, etc.

(I) Those who choose to distribute flyers are mostly nearby businesses and products targeting white-collar workers.

There are generally two ways to use this approach:

• Nearby businesses. In places like the High-tech Park where there is a particularly high concentration of office workers, it is difficult for a newly opened store to attract a large number of people relying solely on natural traffic unless it is located in a very conspicuous location. Therefore, it is a better choice to carry out publicity in places with concentrated flow of people, such as subway stations.
• The users are office workers. For example, some are aimed at young people renting houses, with relatively high prices but requiring certain quality; as mentioned in the previous article, they are targeted at people who suffer from symptoms such as "cervical vertebrae pain, waist and leg pain" after sitting in front of the computer for a long time; there are even those who buy houses in Huizhou and Zhongshan (this may be targeted at high-income programmers , haha).

(II) There are many evolutionary versions of flyer distribution, and every effort is made to achieve results

There are several good examples of flyer distribution:

• The flyer itself is innovative in form: like distributing red envelopes during the Chinese New Year and saying "Happy New Year", I think most people would not refuse. Or you can distribute pretty star cards or bookmarks. I have seen people distributing envelopes. It depends on the creativity and investment cost of the merchant.
• Innovation in distribution language: The "Happy New Year" mentioned earlier is also one of them. There are also flyer promotions such as "Fresh fruits, scan the QR code to get a 50% discount, one day only." I believe that most businesses will require flyer distributors to convey this verbally, but most of them may not implement it.
• Innovation in the overall image of the distribution staff: I once saw the sales staff of a fitness organization wearing non-aggressive earth tones with a hint of orange. Their belts and hats were worn neatly. It was obvious that it was a formal organization with good personnel management. When distributing flyers, they did not force their way in or block the way. Many people standing in a row were particularly eye-catching.

2. Loudspeaker Broadcast

After recording the advertising slogan in advance, it is played in a loop using loudspeakers near the subway.

1. Loudspeaker broadcasting has obvious advantages, but it cannot spread more information

• The advantages are: 1. Wider coverage: Compared with the one-to-one format of flyers, loudspeaker broadcasting can reach multiple people at the same time. 2. Lower cost: Although printing costs are saved a little, the most important thing is to save labor costs.
• The disadvantages are: 1. Unable to convey more information: Generally, users can only remember the product name and the main service categories provided by the product, and cannot convey more information about the product. 2. The publicity effect cannot be counted: because it is only a one-way communication, it is impossible to know how many users took the next step after receiving the information.

(II) In addition to optimizing advertising slogans, using other marketing methods together will lead to better results

• Copywriting optimization. The scene near the subway is fast-moving, and the time users can hear the loudspeaker broadcast is limited, so the broadcast content must be refined to the key points. For example, the announcement content of a certain decoration website is "Go to ** decoration website, decoration costs only 399". It conveys three pieces of information: product name, service category, and product advantages. Personally, I think it’s a good slogan.
• Used in conjunction with other methods. For example, flyers can solve the problem of information being too simple.

3. Display of placards

The method of holding up a yellow sign mentioned at the beginning of the article, which uses large letters to inform users of information, is signboard advertising. From what I have observed, this form is relatively rare near subway stations, but it seems to be more common in real estate advertisements.

1. Placards are widely used, but recently many have been banned.

• Advantages: 1. Signboard advertising has many design options, and if used well, it can convey the brand's tone very well. 2. Because of its grand momentum, it is easier to attract people's attention
• Disadvantages: 1. Lack of sense of intimacy: Just imagine, if you are really interested in their products, you will not want to come forward and consult. 2. Prone to complaints or bans: Generally, in order to achieve publicity purposes, billboard advertisements will be paraded near the venue, sometimes accompanied by slogans, which is quite disturbing to the public; if they are on the roadside, it will also affect traffic. In addition, many parts of the country have issued relevant management measures to ban this form of advertising (in October 2016, Shenzhen banned roadside placard advertising in the real estate industry, which had the most placard parade advertising).

(II) The form of holding up placards has been used in many different ways

• Make innovations in personnel clothing. The most basic thing is just having more people hold up a sign, and a slightly more advanced thing is uniform clothing. If you want to be more innovative, you can make some changes to the clothing, as shown in the following pictures. Or if an ordinary passerby holding a sign transforms into a supermodel-like beauty, she will naturally attract more attention.
• Innovate at the entry point. Focus on overall planning, rather than just shouting slogans about promotions and price cuts. The case below is based on caring for health and calls on everyone not to be a phone-dweller. I think this company might be making health-related products. Moreover, doll costumes not only highlight the brand image, but their cute appearance can also attract people's attention. Therefore, when doing door-to-door promotion at subway stations, you should also stand in the user's perspective and think about what the user cares about most. Rather than simply talking about your product.

3. Each of the three methods has its own advantages and disadvantages, but each has fatal flaws. How to solve it?

1. The above three methods have big problems in user conversion

In addition to businesses near subway stations, product companies facing a big problem when conducting ground promotion near subway stations is: how to convert users. In other words, even if users are interested in your promotion and want to learn more, they don’t know where to go. A QR code can also be printed on the flyer, and the signboard and loudspeaker advertising are purely for brand promotion.

2. “Combination punch” can solve the conversion problem of a small number of users

One solution is to use a combination of tactics. It means holding up signs + flyers, loudspeakers + flyers, or even using all three. In this way, at least after seeing the signs and hearing the loudspeakers expressing their interest, users can get some information through flyers and may even add your official account to learn more.

It is not recommended to put the QR code for APP download on the flyer. First, in terms of scenarios, user time is precious, and it takes longer to download an APP than to follow a public account. The second is cost. In non-WIFI conditions, ordinary users are unwilling to download large amounts of data unless it is an absolute necessity.

(III) If you want to increase user conversion rate , you need to cooperate with other forms of ground promotion to increase user engagement

To sum up, the ground promotion outside subway stations is actually more suitable for corporate brand publicity, and can at most increase a small number of WeChat public account followers.

If you still want to attract new users of your APP through this form, I personally think that you must use a fixed-point activity (such as a roadshow) as a carrier, and promote it outside the subway station as a way of promoting the fixed-point activity. That is to say, you need a carrier that allows users to stop and spend a few minutes listening to your explanation or trying out the product. Just like a certain game company before, it held a roadshow downstairs of an office building during lunch break to let users experience the product. In the morning and at noon, you can inform users about this event through ground promotion outside subway stations.

This article was compiled and published by @姚姚you (Qinggua Media). Please indicate the author information and source when reprinting!

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