Talk about the four ways of ground promotion using the rules of the Internet

Regional promotion can also be understood as ground promotion , which includes offline promotion and online operation . The two are interrelated and influence each other. The simple explanation is traditional sales that uses the rules of the Internet.

Smartphones, the rise of WeChat , apps and public accounts are like a spring garden with hundreds of gorgeous flowers. Some are meant to lead the way and spread their fragrance throughout the garden, while others just want (can only) bloom silently. You can discover their beauty when you walk within three meters of them.

To put it in a broader context, now many public service agencies (such as TV stations, communities, and 2B companies) and small companies have their own WeChat public accounts , and some even have their own apps. The target customers of their institutions or companies are the local people or a narrower group of people. When the products come out, it is awkward to promote them . For large-scale promotion and pure Internet promotion, the target group is too wide and no one knows where they are. For field promotion, firstly, the cost (labor + venue fee + gifts + transportation) is getting higher and higher, and secondly, the activities no longer have much "heart" and the target customers are almost immune to it!

The activities are not easy to carry out, the conversion rate is too low, and the promotion always feels a bit empty. Just like a man cannot speak empty words, we also hope that the promotion activities will be very practical. Here are just some of my personal thoughts:

1. Definition of Regional Promotion

Regional promotion can also be understood as ground promotion, which includes offline promotion and online operation. The two are interrelated and influence each other. The simple explanation is traditional sales that uses the rules of the Internet.

2. Regional Promotion Behavior

Regional promotion activities should include the following:

• Sell ​​products to users: Let users know and accept your products.
• Guide the user experience : Let the user complete the experience three or more times.
• Perform user operations : Make users happy to share with other users and form a virtuous circle.
• Provide product feedback: Provide complete feedback of the user experience to operations and product decision makers.
• Improve the standardization path: summarize the rules for large-scale user development and update working methods on a monthly or even weekly basis.

3. Regional Promotion Methods

Classify and describe according to the form of ground promotion activities , activity effects, and grafting resources

1. Government affairs activities

• It is suitable for government disclosure in grassroots government agencies, propaganda on democratic construction, promotion of public affairs, etc., and often adopts activities such as voting and online question-and-answer sessions.
• Activity effect: increase fans and fan interaction.
• Grafting resources: grassroots government agencies, primary and secondary schools, and community public service agencies.

2. Livelihood activities

• Through fully implemented and down-to-earth theme activities, we increase the fans of the promotion entity and cultivate fan attention. We often use WeChat scan code redemption, crowdfunding, sharing and accumulation in exchange for prizes and people's livelihood services.
• Event effect: increase fans, fan interaction, introduce sales, and increase platform turnover.
• Grafting resources: local supermarkets, specialty agricultural products, daily necessities (cooking oil, toilet paper, eggs), pharmacies, medical institutions, and K12 educational institutions.

3. Entertainment activities

• In combination with local resources, by attracting target groups with event prizes, increasing fans and strengthening fan connections, activities such as WeChat follow-up redemption, online coupons, sharing and accumulating benefits, voting, and online Q&A can be used.
• Activity effect: Increase the number of fans among young people, strengthen fan interaction, introduce sales, and increase platform turnover.
• Grafting resources: entertainment resources ( movie tickets, hot pot restaurants), scenic spots, tourism promotion agencies, leisure and entertainment shopping malls, photography agencies.

4. Sports and fitness activities

• In the form of competitions, prizes with a sense of honor and practicality are provided to attract fans' attention. Activities often adopted include sharing and accumulating benefits, voting, and online Q&A.
• Activity effect: Increase the number of fans among the middle-aged and elderly groups, strengthen fan interaction, and introduce sales.
• Grafted resources: communities (square dancing), scenic spots (hiking, fitness running), fitness institutions, yoga studios, and medical institutions.

4. The key to regional promotion

1. Wide user base: The user base for promotion is as open to everyone as possible, or in other words, there is no threshold for promotion activities (the cost of downloading and registering APP is relatively high now, and the cost of public accounts is low but the conversion rate is low). Anyone who wants to participate can participate, thus expanding the user base in a limited area.

2. Rigid demand: Food is the primary need of the people. You can buy less clothes, but food is indispensable every day. Driven by instinct, purchasing behavior becomes natural. If your product is not a basic need like food, clothing, housing and transportation, find a way to make it a basic need or form an alliance with a basic need (for example, buying potatoes for one yuan).

3. Low price: Price is always the most powerful means, but it does not mean to compete blindly on price. It is wise to use the help of your "competitor" and turn your enemy into a friend. The goods sold by roadside stalls are not his category, and the low prices may even be considered as stealing his job. However, through the method of "cooperative promotion", they are recruited on the platform, and through platform ordering, interaction, evaluation, etc., marketing and services become more attractive. For the vendors, there is no cost, no need for them to pay, and they can also retain customers. Why not do it?

4. Leverage and cross-border cooperation: If you can’t hug someone’s thighs, hugging someone’s calves is also good. A “mixed-blood” combination is more attractive. Think about how many years ago, when celebrities crossed over to become directors or designers became restaurant owners, it would have been a good topic. Now it has become an old routine known to everyone. Combined with local resources, as mentioned above, as long as you dare to think, the event format is down-to-earth and humane, and you use your own local channel advantages, it is not impossible for word of mouth to spread within the region.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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