8 key points for the fission of 6 distribution activities!

If you only want to see the conclusion (pitfall), it is as follows:

1. Tools are important: real-time payment is the biggest motivation
2. Product sorting: physical goods > courses > live broadcast (courses or activities)
3. Importance order: Product packaging (including price) > Promotional resources > Posters > Details page
4. The basic logic of distribution: wave-like sales
5. Team PK can increase sales by about 33%, which is more interesting
6. The sales in the first three hours account for about one-third of the total sales.
7. Data Analysis: Finding the Big Node
8. After-sales work: The amount of energy spent should be more than 50%, and the user flow should be designed well

Distributing is fun, and distributing all the time is fun! I still remember that the first time I engaged in distribution was in April 2020. At that time, I referred to various maps in the operation field and made a "Training Skills Map" for the corporate training industry, which was physical distribution.

The sales volume on that day was 3,333 copies (a very easy to remember number), the sales volume at the distribution end is now 6,000 copies, and the total sales volume at other ports exceeds 10,000 copies. Then things got out of control and various types of distribution were started, including courses, physical products, live broadcasts, training camps, etc. The distribution prices ranged from 49 yuan to thousands of yuan, which can be regarded as various attempts. Two of them became hits, but most of them had mediocre sales, so overall it’s still okay.

I have summarized 8 key points (pitfalls) for reference for friends who are interested (for reference only, different industries and products may have different distribution ideas and effects, and I can only represent myself).

1. Think about it first, why do you do distribution?

Why do I do distribution? It’s very clear, it’s just to gain customers, or because they are poor! Moreover, our user group is very vertical: trainers within enterprises (a niche field), who dare not spend money recklessly even if they have money, as there is a high probability that it will be wasted. What operations can do is to attract customers through sincere content. If you provide good content and continue to provide good content, users will come naturally.

Whether or not you can make money from distribution is a trade-off! All profits can also be distributed to users and distributors, which is a win-win situation for all parties. The essence of distribution should be a win-win-win situation: the organizer gets users or profits, users get good products, and distributors get distribution bonuses.

So, why do you want to distribute? Customer acquisition or revenue?

2. Tools: The First Consideration

There are many distribution tools on the market, but there are three points to consider when choosing:

• If you want to choose, choose the head tool;
• The price is not cheap, and you must not choose the cheap one! There are also many expensive tools. It depends on the company's strength and background. You should choose the products of the top companies.
• After-sales service is something you can only experience after buying something, including the guidance during the first activity, which is very important.

There is one function that distribution fission tools must have, which is real-time payment! If you have your own merchant account, you can save the WeChat withdrawal fee. You need to enable the payment to change function in the background. There is a small detail here, which is to go to the WeChat payment backend to see how many times your family has paid with change. For large-node distributors, the number of orders a day may be dozens or hundreds, so the number is required to be >10. In this way, you can continue to receive reminders of the arrival of change, which feels very good.

3. Whether the distribution is successful, you should know before distribution

If you rank the many factors that affect the success of distribution, what comes first? I think it is the product, or more accurately, the product packaging. Friends who are doing operations should not be discouraged, all aspects of operations are also very important. But from the six events I have run, I see that products are indeed the most important, not operations.

A good product speaks for itself, just like a good name, it is very popular! This form of fission, distribution, is highly dependent on the popularity of the product. Distribution requires that the cost of product explanation is extremely low and the sense of value is very high. Therefore, under the same resource conditions, the distribution effect of physical products is better than that of virtual products. The following are two physical products we operate: knowledge maps and dry goods calendars. These two products do not require too much cognitive cost, and they are heavy physical objects. They are shipped to your home free of charge, have a strong sense of value, and the distribution effect will naturally be good.

From the perspective of the probability of successful distribution, physical goods > courses (including training camps) > live broadcasts (live broadcasts of physical goods, live broadcasts of events, etc.).

In order to ensure the success of distribution, there are several small actions that can be taken in advance:

• Before distributing, you can test sell on a small scale. If the reputation and conversion rate are relatively high, you can release the product on a large scale.
• If it is not suitable to sell in advance, you can do a questionnaire survey to inform us that the product is about to be released and see everyone's feedback. This is also a means of preheating;
• I feel like, if you don’t feel like you have distribution success with your own products, that’s basically it. Operators must cultivate their own feelings about the product. Feelings are sometimes more important than data. It is a terrifying ability!

4. Product packaging (including price) > Promotional resources > Posters > Details page

Apart from the product, what factors are important from an operational perspective? As the title says, I did the sorting. The following explains

1. Product packaging

Product packaging mainly includes two parts: product selling points and price:

Exploring selling points is not just about writing copy, what’s more important is your value proposition. To put it bluntly, it’s about what value your product can bring to your target users. It’s best if this value is what they demand, rigid, and high-frequency.

The second is price and distribution ratio, which is particularly important. These two prices are also decisive factors in the success or failure of the first launch. At the same time, the cost must also be calculated. You can use an Excel table to calculate the various costs. Especially the setting of the initial price is very technical; and we will make tiered prices to encourage orders based on the product and sales situation. (I won’t go into details here, interested friends can leave a message)

Regarding the distribution level setting, is it one level or two levels? Personally, I don't think it matters much. My understanding is that the larger the first-level distribution ratio is, the more distribution bonuses can be displayed. The official operation said that if there are two levels, it can bring in more sales. I have a doubt about this and I haven’t figured out why yet. If anyone knows, please leave a message. Thank you!

There is a big pit here, which will bring a lot of customer service pressure. That is, when you choose distribution, you can choose invitation binding or payment binding. The superior-subordinate relationship established by invitation binding is targeted at people who scan the QR code for the first time. This method is suitable for locking in a large number of fans first. Payment binding means that no matter who you have bound to before, as long as you scan my QR code and then make the purchase, the distribution bonus will be counted as mine. This is simple and easy to understand, no need for too much explanation.

Both have their pros and cons. Now that the invitation payment binding principle has been released, there are detailed explanations in the tool background. Be sure to pay attention when practicing.

2. Promotional resources

Promotional resources are definitely the second most important factor after products. Don’t ever fantasize that you don’t have any resources but your product will go viral on WeChat Moments as soon as you launch it. That is basically a pipe dream. Work hard to discuss channels, accumulate distributors, build your own circle of friends, and work hard to increase the number of fans of the official account. These can be used when distributing.

If there is some funding, these big accounts related to the industry can either negotiate CPS sharing (basically no account owner is willing to do that now), or talk about advertising, and the operators themselves are responsible for the good or bad distribution results. Or you can try to communicate, partially or semi-CPS model, pay part of the advertising fee first, and then discuss the profit sharing ratio later.

Now that we have the publicity resources, it becomes easier to understand how to use them. If you don't use it well, it will be useless. If you use it well, it will be very effective!

3. Poster

There is a huge difference between the design of marketing posters and brand posters. If this is the first time your company designs this, you must tell him that the purpose of your poster is not for aesthetics but for marketing effects.

To sum up, here are a few key words for marketing posters: big, eye-catching, and impulsive.

First of all, it’s big. Try to make sure that the main title of your poster can be seen in the Moments without having to click on the picture. Moreover, the interest points must be large and prominent. Big is everything! Don’t be afraid of being laughed at by designers. Operations are responsible for the big things, and you, as a designer, should be responsible for creating beauty on the basis of the big things.

Then, it's eye-catching. What we are talking about here are color blocks and the partition logic of the poster. Generally, a poster has five areas: the top brand area, main title, subtitle, interest points, and bottom marketing area. And a marketing poster must be very eye-catching. The main title is eye-catching and the color is eye-catching.

Finally, it’s impulse. The poster has one and only one purpose, which is to make users press and hold to scan the code. The description of the interest points here is very important! It also tests the skills of the operational copywriter. It is still very difficult to make users want to press and hold the code immediately on a small poster.

(Tiered price increase, limited price increase, real price increase required)

(What matters is not what you are, but what users can get and what they can become)

Regarding the writing of poster copy and the layout of the major sections of the poster, it is recommended that you take a look at the relevant courses of Zhiqun, which provide detailed introductions.

4. Details page

The details page settings should be done together with the distribution tools, which determines the purchase conversion rate!

It is generally divided into three parts: main title, subtitle, and details page.

Main title: Highlight the interest points and try to create a sense of urgency!

Subtitle: Supplement the main title, continue to create a sense of urgency, and explain the benefit point a little bit

Details page: the key to conversion rate, a good details page means a good sales. Let me emphasize one point: please be sure to start writing your details page based on issues that users care about!

There is another pitfall here, which is to make sure you write a clear no-return statement and mark it as much as possible. Otherwise you will be fleeced!

5. Basic Logic of Distribution: Wave-like Sales

Following up from above, let me ask a question first. If you have 10 official accounts, the distribution time is 7 days in total. So do you divide the time evenly over 7 days and arrange to push articles to these 10 public accounts one after another, or do you use up all 10 bullets on the first day? The answer can only be the latter!

This involves the underlying logic of distribution, and the key to the development of distribution is to swirl the circle of friends. As the saying goes, if you want to get a user to buy something, just influence three of his friends. And when you see your friends in your circle of friends all posting the same poster, you will 100% click in to see the details.

This is the underlying logic of distribution. So, if you have 10 public accounts, in order to flood the screen, of course you should send out all of them on the first day, so that you can cover your user base on a large scale.

Of course, there is also a very important detail, which is to send out the resources at the same time, and then all you can do is: let the bullets fly for a while!

It is recommended that you classify the promotional resources, assign different categories to different operations partners, and then report the progress in the project group.

6. Increase sales by another 1/3: Personal rankings vs. team PK

The personal leaderboard is designed to motivate individual distributors by providing additional rewards on top of their distribution bonuses. It is usually set to the top 5 in the rankings, and the bonus setting must be calculated clearly.

Team PK gameplay is more interesting and more intense. Let different distributors form several teams, and have sales competitions between teams. You will find that the final reward is not what they care about most, the honor of the team comes first.

Whether it is a personal ranking or a team PK, a core issue here is cost accounting. I suggest that distributors make a good table to calculate the selling price, distribution ratio, logistics costs (if it is physical goods), and net income, and allocate the ranking bonus and team PK bonus to each order to calculate the bonus amount setting for both.

The general principle is to look very attractive and at the same time not to lose money on every order!

There are a few pitfalls here. One is that the reward requires a certain sales volume. For example, the first place prize is 6,666 yuan, but 300 orders must be completed.

Another pitfall is to stipulate a time for the payment of bonuses, especially when you are busy with shipping and handling after-sales service in the later stages. The speed at which bonuses are paid out will greatly affect the next cooperation with marketing distributors.

One small detail is how to stimulate the sense of competition among teams: at a fixed time every day, sales rankings are conducted and sent to each team.

7. How much can be distributed is determined in the first 3 hours, so the launch time is very important

Whether a distribution campaign will be a hit can be roughly predicted before the distribution. How much can be sold is basically determined in the first three hours. Generally, sales in 3 hours are 1/3 of the total distribution sales, and sales on the first day are 1/2 of the total sales. Note that this is distribution sales, not total sales. Just like our popular product "Training Growth Calendar", this product has typical group buying attributes. Our distribution sales are about 5,000 copies, while the group buying sales (without distribution) are 15,000 copies. Here, distribution spreads the potential energy of communication, and when sales staff convert it into large-scale sales, they basically talk about the price and delivery time, and the order conversion rate is very high.

So the question is, since the first three hours are so important, which three hours do we choose for distribution? The essential question is, when is the first release? Which day do you choose from Monday to Sunday, and what time do you choose for 24 hours?

My normal release date is Wednesday, which I determine by the process of elimination. First of all, it is not recommended to do it on Thursdays and Fridays because it is the weekend soon, users are less willing to place orders, and it is not convenient for subsequent operations (996 operations can ignore this). Then comes Monday. Personally, I feel that everyone has a lot to do on Mondays, with various meetings waiting, so it is not convenient to place orders. The last one is Tuesday. Um, this is simply because our company’s official account schedule is not on Tuesday, so we didn’t choose it.

So what points should I choose? The first suggestion is in the morning, when everyone wakes up in the morning, they will see the screen is refreshed. In addition, the morning is a new day (a new flag), and people are very motivated to learn and improve, so they are relatively willing to pay for knowledge-based products. Finally, you need to choose a time when your users use their phones to pay, such as between 8:00 and 8:30. During this time, most people are still on public transportation and will still have time to pay with their phones.

So the time we choose is basically between 8:00 and 8:30 on Wednesday morning.

8. Data analysis to find your answer

Data analysis ability is the basic skill of operation. Large companies are very fond of operation + data technology talents. If you have more SQL, Python, data mining and other skills on your resume, your competitiveness will be much higher. However, no matter how powerful your data analysis skills are, it will be useless if you don’t understand the business. Understanding the business is the prerequisite for analysis. I will not explain the technical aspects of data analysis here, but only present a few sets of data if you want to learn the techniques of data analysis.

Below I will present several basic data aspects of distribution in the form of questions:

1. Normally, what do you think are the sales trends at each level of distribution?

Generally speaking, the distribution volume in the first three layers is the lowest, and it gradually decreases from the fifth layer. But we had a distribution where levels 1 to 2 were decreasing, and level 3 suddenly started to increase. There is a problem here. After analysis, it was found that a big node suddenly participated in the distribution at the third level, which strongly boosted the sales volume of the third level!

2. How many levels can the distribution of hot-selling products generally reach?

Generally speaking, a good distribution must reach at least 11 levels. If it can reach 16 levels or more, it should be able to explode!

3. What is the passing distribution conversion rate?

For physical products, the rate is at least 33%, while for virtual products, the rate may be slightly lower, but at least 28%.

4. Different channels should be set for different promotional resources to facilitate data statistics later

For example, we designed a separate channel for SMS, and later we could see the conversion rate of SMS, and the ROI was very high. This allowed us to find the overlooked traffic pool among many promotional resources. Next time, I can write a special article specifically about how to send text messages, how to set up traffic methods, and how to convert.

5. Always pay attention to distributor data, establish an internal data ranking list for distributors, find core distributors, and serve them well.

9. After-sales work is more important than before distribution

Especially when it comes to various issues such as delivery, invoice, refund, etc., after-sales work is inevitable. The characteristic of distribution is that orders are placed in large quantities in a short period of time, and the after-sales pressure is often the greatest at this time. A large number of sudden inquiries will directly paralyze the customer service system.

There is no other way. Arrange a few more partners to share the after-sales pressure. There are a few actions that must be done.

1- Provide good user flow guidance and guide users after purchase to the private domain traffic pool

2- It is recommended to use the live code function of WeChat for Business

3- Set up the first-time friend reply on WeChat and configure the questions that users care about

4- Late user activation should also be taken into account, especially the first 7 days of new users

If you do the above steps well, you can basically relieve most of the pressure problems. In addition, there are several pitfalls on the customer service side that must be avoided.

1-Refund requests should be firmly rejected. Do not refund easily, otherwise you will be taken advantage of by those who try to take advantage of you.

2- All bargaining requests will be rejected

3- For small-scale group purchases, do not participate, do not use the customer service system, and let users find ways to distribute to each other

4- Logistics. A reliable logistics company is really important. It is worth it even if it is a little more expensive.

We firmly believe that customers are not God, and only equal relationships can be maintained for a long time. It is not advisable to please users through low prices and without principles. As long as we continue to produce good products, users can feel our professionalism and dedication. At the same time, we will strengthen our customer service professionalism and gradually improve service satisfaction!

10. Final Thoughts

Each distribution should be a project. As the project leader, you are responsible for every aspect including product, operation, sales, after-sales, etc. The success or failure depends 70% on yourself and 30% on your feeling.

Of course, the above is just a summary of some methodologies. There are so many details in a good distribution, and due to limited space, I cannot elaborate on them one by one.

Below I share the distribution mind map and sop document.

Author: Uncle Liangshan

Source: Liang Shanbo