How to do ground promotion during the Spring Festival? Don’t make these mistakes!

The 2016 Spring Festival is coming. How can a smart promoter miss such a great opportunity to promote your products?

If you think that ground promotion = LOW, then I can only say... I don’t blame you, half of the ground promotion is indeed so low that it is unforgettable~

But after some calculations, I realized that it is not easy to make the marketing interesting and successful while staying within the budget.

This article is a case analysis of local marketing materials, with BAT, Uber, and Hungry Mom making friendly appearances

The three main tools for ground promotion: leaflets, gifts, and roll-up banners~ Let’s start with the biggest one

• l Roll-up
• The common roll-up banner is of this type↓
• The following is Uber's roll-up banner.

Yes, the copy captures the pain points and the design is also pretty good, right?

This photo is also from a PR article of a certain marketing company. They must feel proud to cooperate with such a high-end company.

But I think this roll-up banner is a beautiful mistake . Take another look and you will find the truth in the picture.

You can tell at first glance that this guy is an experienced posing artist. Can you see the words below clearly?

Don't bow your head, the crown will fall off!

At this height, do I have to kneel down on one knee to scan a QR code?

This is clearly a roll-up banner designed for small dogs. Designer, have you considered my feelings?

Is this a high-level black? Implying a man's status at home? It’s miserable enough to not have private money, why force others to do so!

This is the bilibili dividing line, barrage level~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Uber has done a lot of amazing advertising, but it is inevitable that there will be small mistakes. The editor thinks that the obvious inappropriateness of this roll-up is that the QR code and the introduction copy are placed too low

People just pass by in a hurry. Everyone understands the principle that the roll-up banners should be simple, eye-catching and impressive. However, the editor speculates (the words are too small and I really can't see what is written, so I can only guess) that the original designer's idea may be this: 1. The roll-up banner is just a "signboard" to increase exposure and strengthen brand impression, so it doesn't matter whether people read the small words below or not, and it doesn't matter whether the QR code is scanned or not. 2. What if, just in case, a small number of people want to know more? Then add an introduction~ In case someone is interested and wants to download it, just put a QR code~ In short, no user can be missed, but after all, the probability is small, so put it in an unimportant place.

It seems natural to follow the above train of thought, but it is actually putting the cart before the horse.

What is the purpose of ground promotion?

Isn’t it just about increasing the number of downloads? At least for most companies that cannot spend a lot of money to gain exposure.

When doing ground marketing, people usually have a specific download target. It would be best if they could guide users to scan the code, download, and register on the spot, rather than having users delete the app after getting the benefits.

So

1: The QR code is very important. It must be eye-catching, well-positioned and easy to scan!

Scanning the code is not the ultimate goal, what you need is downloading. If you can provide a WiFi device, you must have it. Put yourself in their shoes, would you be willing to spend your own data to download other people’s apps? If there is no wifi, find a way to get it!

If there is really no solution, there are two ways: A. Do not download the app, but follow the WeChat public account . B uses traffic, phone charges or cash to compensate users for the cost of downloading the app.

2. Remove the optional copywriting

The content that needs to be left should be kept within a reasonable scope. Since users are interested and willing to spend time and patience to learn more about your company and products, why can't we be more friendly?

Believe me, such inhumanity is everywhere.

This case is very interesting, but the QR code is not user friendly.

I like the following two editors, what do you think?

If it suits your product, it's also good to be creative~

• Leaflets

In fact, it can be a card, a fan, a single page, a trifold leaflet, a handbill, etc. Anyway, the relatively fixed roll-up banner is movable and given to users, and there is a trend of combining it with small gifts. You can give full play to your creativity. Here we will talk about the traditional single page with the lowest cost.

Directly on the case:

I don’t know why, but it used to be very popular to print calendars on single pages. It seemed that consumers would not want to throw away the printed calendars and would keep them for a whole year…

Besides, who wants to read so many words and listen to your clichéd stories!

Although everyone hopes that their single page can be carefully read and not thrown into the trash can at the corner, from my own experience, being able to read the title is considered a face-saving thing. The following case makes a similar mistake.

Nine rules! If someone handed you a leaflet like this on the street, would you have the patience to read it through?

Let’s take a look at the successful promotion cases in the O2O industry .

Is it concise and to the point? ! Are you impressed? !

The flyer above is from Baidu Tieba. Please tell me how much psychological damage Nuomi has suffered...

• Gifts and others

Facial masks, tissues, fans, mobile phone holders, bus card holders, bananas, apples, grapes, pitaya, Coke, Sprite, mineral water... Actually, anything can be given as a gift, but the editor believes that there are three levels of good gifts:

1. Just scan the code once to promote catalysis , such as mineral water, beverages, fruits, etc.
2. Give something that can be used sustainably , such as sticky notes, pens, card holders, etc. (preferably with a logo printed on them)

3. Hit the target users’ preferences and continue to promote the brand

The following is the promotion of a community O2O application. The functions of the product are online ordering, property fee payment, beauty, food and fruit purchase, and express delivery. The target user group is obviously female, so the gift is a shopping bag for women's daily needs, and girls will have the mentality of "it's very practical, I would rather have it than not". The brand name and logo are printed on one side of the shopping bag. In the future, every time the user takes it out to buy groceries or go to the supermarket, it is a free advertisement for the product among the target user group! Kill two birds with one stone, at a lower cost!

• Finally, a cute mascot will also attract more attention.

God of Wealth, you are the most beautiful!

• This one is a bit... maybe kids will like it...
• The editor’s imagination is limited, so this is all. Please be considerate of the sanitation workers who sweep the streets, and be more sincere and creative when doing door-to-door marketing!

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