Home appliance repair advertising customer acquisition logic

1. Industry background

The advantages of the home appliance repair industry are: products with strong demand and covering a wide range of people; the disadvantages are: non-standard products and inability to unify pricing; and the consistent user satisfaction is very low! The charges are not transparent, the routines are complicated, and the charges are high! Lots of complaints! It’s a difficult problem!

In the early days of the industry, there were many chaos, many counterfeit after-sales services, and "fake" products pretending to be the real ones; even now, there are still people online who take risks! These gray industries involve great legal risks! In comparison, running an O2O insurance platform is relatively more transparent; by adhering to standardized operations and forming a certain scale, it can also support the sustainable development of the enterprise. The scale effect is the key!

Due to low satisfaction, it will lead to difficulty in retaining users and difficulty in repurchasing; poor reputation and almost no user referrals; it is more or less a one-time transaction; and it is necessary to rely on advertising to continuously attract new customers.

1. Expand product categories

Combining the company's existing resources and capabilities, we will expand from home appliance repair to life services. For example, expanding into categories such as mobile phones, computers, digital products, furniture, houses, doors and windows, water and electricity, cleaning, and pipe unblocking, and even into areas such as moving, recycling, and cleaning, by increasing the coverage of demand and increasing the frequency of demand.

Then, find out the products with relatively high consumption frequency, low unit price and can be standardized as the basis for attracting traffic. This type of product generally has higher customer satisfaction or is easier to improve. For example, if you want to clean the air conditioner, you can complete simple tasks and win a chance to have the air conditioner cleaned for free. There should be many people willing to do so.

2. Value Reshaping

The price issue requires value packaging and reshaping of service value. Improve service quality and enhance customers' awareness of service value by focusing on image, quality, process, standard, professionalism, instruments and equipment, and tools. I will not go into details here.

3. Order Acceptance Mode

If the current order is assigned by the system, that is, the customer submits the demand, the platform will allocate it nearby. The dimension of allocation rules should be increased and customers should be able to perceive it in a real way. If the allocation is not designated by the platform, the model of the Witkey platform can be used as a reference. After the user publishes the demand, there will be open bidding and an open evaluation system. The prerequisite is that there are enough independent masters or third parties to participate. Self-operation alone will not work.

4. Pricing method

Change manual quotation to system tool pricing to make charges transparent. Some companies are promoting it. Similar non-standard products in the service industry include Tubatu's decoration calculator and the "Pocket Medical Calculator" that I once made (the project was cancelled in 2018). The mini programs can be searched for reference; tool pricing only addresses the issue of transparent charges and cannot solve the problem of high charges. The second point is needed, which is to reshape values.

5. Customer satisfaction management

Customer satisfaction is a relative issue. It is impossible for the maintenance industry to satisfy everyone. However, the company may need to strive to satisfy at least half of its customers in order to achieve sustainable development. Nowadays, there are diversified ways to obtain information and information is highly transparent. Faced with numerous negative reviews, companies cannot avoid it. It is obvious that the training, management and monitoring of front-line maintenance technicians are the key points. I will not go into details.

6. Risk Management

In the long-term operation process, especially when the business expands and management lags behind, there is a possibility of encountering major service accidents or major complaints, leading to exposure by official media such as 315; in this industry, the probability is very high and risk control is required.

7. Competitive Advantage

Return to the essence of service, find and create corporate competitive advantages by solving historical problems; "I watched him build a red building, I watched him entertain guests, and I watched his building collapse!" Scale is a tactical requirement, and products are the foundation of the building.

For most products in the home appliance repair industry, customer demand is immediate, that is, customer needs are very clear and they want to solve them right away. According to the five-stage consumer decision-making model, in the second stage, customers will actively collect information. For this type of customer, the search channel is the natural main battlefield!

But it is not limited to search engines. In addition to Baidu, Sogou, Shenma, 360 Toutiao, other common channels for users to search for information include classified information, group buying, e-commerce platforms, WeChat search boxes, etc., including the Xianyu second-hand market and the 19th floor local forum. Where people go to find information, that's where the customers are.

However, the industry's general customer satisfaction is very low, and it is easy to attract bad reviews on third-party platforms with evaluation systems. A coping mechanism needs to be in place.

When product categories expand, user demand for some categories is not so urgent, or the consumption decision cycle is longer. In addition to search channels, these products are very suitable for information flow.

In terms of information flow, it is about activating potential customers and seeking growth.

Of course, under the same product, if the target population is large enough, it will cover everything from implicit to explicit needs, but the proportions of each will be different. Even for the same person, the demand status will change.

From an overall perspective, when it comes to acquiring customers in the maintenance industry, search channels are definitely the basic foundation, and information flow is the growth pole. At the same time, information flow advertising will feed back to search channels, and search channels will also affect information flow advertising.

In addition, offline advertising is most suitable in residential areas, such as residential elevator advertising; this plays on mental memory, allowing users to have a preconceived impression of the brand when they need to make decisions in the first two scenarios.

At the same time, when placing offline advertisements, you can also maximize conversions as much as possible. For example, promote relatively high-frequency and low-priced products, organize activities, use products to promote products, and use products to promote brands, rather than just promoting brands. This way the investment-output ratio will be better. In advertising materials, highlight the conversion entrance and basic essential elements: phone number, search box, QR code, WeChat or service account, etc.

1. Comprehensive: video advertising, usually adopts (repetitive) strategy, reference examples: looking for a house, looking for a job, looking for a mover, buying and selling used cars, XX everything!

2. Single product category: requires more specific scenario-based stimulation. No further details.

Conclusion

Home appliance repair is an "ancient" industry. In the past 20 years, it has mainly developed simultaneously with two platforms: search engines and classified information. These two platforms themselves have always been criticized. As capital cools, most home appliance repair O2O platforms will go bankrupt. When the tide recedes, let's see who will be left standing!

Author: Da Jiang Lu

Source: Dajianglu