The veteran in door-to-door sales will tell you: You can do door-to-door sales well without any gifts!

At present, many ground-based promotion activities are quite tiring, especially in the procurement of gifts, which requires manpower for transportation and distribution! But is it really impossible to do ground promotion without gifts? A food app did not purchase any gifts during its offline promotion activities but still attracted precise users in a short period of time. Let me share this case experience with you.

Food apps can be used in the widest range of venues, including business districts, schools, cinemas, communities, etc., but how can you find accurate users in one location? Ground promotion is not difficult. As long as the benefits of the product are accurately matched with the consumption scenarios, a large number of users can be obtained without gifts. For example, in this case, the food APP did a perfect ground promotion in the food business district.

Preliminary work preparation

Shopping district selection

There are many shopping districts that meet the requirements of food. Raffles City, Metro City, Star City, etc. are all places where food gathers, but many of these places are shopping malls. In addition to food, they also have other leisure shopping businesses, so the users are relatively dispersed. Considering that a certain food-related app has obvious product features and has many branded food merchants, we chose Xingyou City, a place with more food characteristics.

Venue Location

Location determines the flow of people! Whether it is painless depends on how you choose. Most shopping malls have more than one entrance and exit. Where would be the most appropriate place to set up a stall in such a large shopping mall? Theoretically, it should be a key point in a passage, an elevator entrance, or something like that. We studied the location of Xingyou City, which is a relatively convenient transportation hub and can be reached by two subway lines. It is located in a business district and we found that the B floor leads directly to a subway entrance with a continuous flow of people. However, there are too many narrow passages, making it unsuitable for setting up a point. The gate is located at the intersection, which is a must-pass place for bus routes and another subway line. The open space at the gate is relatively large, which is very suitable for setting up stalls.

Ground promotion time

Is it a weekday or a weekend? People who have done ground promotion know that the business district generally has more traffic on weekends than on weekdays. I won’t go into details. This time we chose the weekend. So what about the specific time? We chose 10 am to 6 pm (including the time for staff to set up stalls, eat, and close stalls).

Specific implementation

Site construction and staff training

This as fast as possible! You need to prepare it in advance and then repeat it on site. At ten o'clock in the morning, the staff gathered at the designated location on time to set up the venue and prepare gift materials. It took about half an hour to finish all the moving and lifting. Then the staff were trained again on how to download and register the App for different versions, how to solve the problem of not receiving the verification code, and how to introduce the product to users.

Ground push speech

The event starts at 11:00 am. As it is close to lunchtime, people start to gather in the business district. At this time, users have only one goal - to eat! If you shout out “Download our App and get free food discounts at Star City!”, users will definitely feel very welcome! Food is still the most important thing for people!

This time point is carefully selected. The effect of a promotion is largely determined by whether the product fits people's consumption scenarios. In this case, we can see that 11 o'clock is when lunch starts. When a large number of people who need to consume gourmet food see that you are giving them thoughtful coupons to help them save money, how can they not be tempted?

Download environment

I have to complain about this, because no matter how good the venue is, it will hardly be direct! free! Unconditional! WiFi is provided for you! Star Travel City is no exception! We won’t talk about how the earliest 4G traffic promotion cost hundreds of yuan, because we have money and can do whatever we want anyway! Not to mention being hacked! But why is the process of downloading the APP so slow? I won’t tell you that it’s because of the large number of people, the poor network card, or the poor signal. So, I could only silently hold up the 4G device high, and people passing by thought I was cosplaying the Statue of Liberty! Can I say that there were children at the scene who came over and took photos with me as the background? The scene was so beautiful that I couldn’t even imagine it.

Effect evaluation

We didn't give out any gifts in this event, but in just two hours, we got more than 300 downloads, which is a very impressive result. Many people think that good ground-marketing results can be quickly replicated, but this is not always the case. Different apps should be developed based on their characteristics rather than just putting a bunch of different things together. Therefore, promotion personnel must plan the entire ground promotion process and key time points in the early stage of preparation, and do some preliminary research based on the unique attributes of the APP. For example, in this case, from analyzing different business districts (scenario selection), surveying major traffic routes (venue location selection), choosing the flow of people (activity schedule), considering the download environment during the activity (cat catching WiFi equipment), and what time, place, and people are willing to listen to what), etc., are all a research process. It is foolproof to make a plan for ground promotion through feedback from the research data.