How to run an event and attract new customers in 2 days?

1. Case Background

As a rule, before talking about the case, you must first talk about the background.

Fruit snack shop: located in the development zone of second-tier cities, near the residential area, about 100-200 square meters. Snacks and fresh fruits are the main products. There are about 200-300 users entering the store every day.

Customer composition in the store: mothers and aunts

Some activities that have been frequently carried out in the past three months: offline low-price traffic diversion, online flash sales

Current number of WeChat private domain users: 450

Number of employees: 7

User needs: Through the community fission method, it is possible to attract new customers to the store, increase store turnover, and carry out community group buying activities.

Case activity time: September 2020

2. Activity Data

In 2 days, 71 people joined the group as seed users, and after the fission community, there were 236 people. (The following figure shows the number of people invited by the main account and the total number of people after the community fission)

A total of 4 new groups carried out fission activities, attracting a total of 800+ customers.

The next day, 349 users visited the store. The transaction volume is twice the usual amount.

In the later stage, we will carry out online group purchasing sales for a long time.

For users with an average order value of around 30, the gross profit is actually very low. The lower the gross profit, the more difficult it will be to consume.

Therefore, when doing community customer development and activities, you need to consider the customer acquisition cost a lot. This time when we were doing the event, we chose three categories that women like: internet-famous water cups, umbrellas, and cantaloupe. During the event, umbrellas were the most popular gift.

Key points:

Product selection is a key factor in the success of an event. A suitable product must have a sense of hierarchy and relevance, and it must also match the number of people in your community. One experience is: put yourself in their shoes or conduct user surveys to think from their perspective. If it were you, would you be willing to invite X people to join the group and then go to the store to receive the gift? If so, then this event is basically half successful.

The main purpose of the activity determines the design of the activity links. Different links will be used for different purposes. For example, this time our links are mainly focused on new customer development and store visits. I will keep the transaction link relatively simple and also serve as an attempt at a store.

3. Activity plan flow chart

Tools used in this activity:

Gulu Butler (new registrations can use it for free for three days ~ enough for running events), Orange Store

In this event, we started posting in Moments one day before to warm up and prepare, and sent group messages to users to inform them of the event.

The main purpose of posting in Moments is to like and notify welfare activities, while group messages use messages + QR codes to invite people to join the group and label these active users.

(Experience: When sending a message, use words such as "limited time", "limited quantity", "welfare", "immediately" etc. before the message, and directly include the QR code for better results)

This time, we started the group at 9 pm two days before and made full use of the flash group method, but due to the location of the store, there are many shops and merchants nearby who also live in this community. Therefore, we still retained these communities and tried community group buying, which is a relatively effective means to increase the revenue growth of the store.

4. Mass tagging techniques

XX event will start soon, thank you for participating~ I will add you to the group to get instant benefits! Click the link below to join the group, surprise benefits are waiting for you!

Set up the tool to do the invitation script:

❤️Welcome to join the XX welfare flash sale group, red envelopes for purchases over 100 yuan

❤️Invite 3 [Neighbors] to join the group and get a free internet celebrity water cup worth 10 yuan

❤️Invite 5 [Neighbors] to join the group and get a folding umbrella worth 20 yuan for free

❤️ Invite 15 [Neighbors] to join the group and get a free cantaloupe worth 38 yuan (3-4 catties)

Each person/account can only receive one reward by visiting the store through WeChat invitation redemption, and it cannot be accumulated or combined.

㊙️ [This group will have a hot sale tonight, and will release a surprise gift package tomorrow night. Remember to invite your friends and follow the group, oh my! 】

Key points:

The invitation language must be accurate and concise, and be able to present the time, place, and method of activity in a simple way. Attention must be paid to the wording and layout, including expressions and highlighted key points. These details will determine the effect of the entire community fission. Not only did I highlight the key points of the above words in the layout, I also added emoticons when they were split. Most users can quickly understand the content and meaning, thus minimizing misunderstanding and disgust among users.

Day 1 at 6pm:

Navy topics:

When does the event start?

What kind of benefits are there?

Key points:

Why use navy? The water army is the soul of the entire community. When we were doing activities, we found that as long as it is an active community, the transaction rate will definitely not be low. In particular, the water army with topics can save a community. Therefore, we must pay attention to the use of water armies and topicality. In this community, I will use 3-4 water armies to interact with topics. For example, when our group is not very active, we will use the water army to ask questions, or type in the keyword [invite] to query the number of invitees. At this time, users will immediately type in the same invitation to query their own users, which will drive other users to invite people into the group (this effect is very good)

There is another scenario that will also drive the fission of community invitations: that is the deadline notification, which is also a way to obviously drive users to invite people to join the group.

7:50 PM, Day 1:

Group notification:

Send red envelope to sign in

Now we are going to start the flash sale!

Second kill method:

I will send out 5 red envelopes. The system shows that the one with the best luck can go to the store to receive XX.

Key points: The red envelope lucky draw method is very suitable for promoting and activating communities. In this event, the red envelope lucky draw not only attracted users to the store, but also activated the community. Active communities are most suitable for transactions. Therefore, we will set up such an activity on the first night to promote activation. No matter what kind of activity you are doing, you must think about the purpose of the activity design. Don't blindly do activities just for the sake of doing them. This actually has little meaning for our goals.

By analogy: other activities that can be carried out include group buying, clapping, chain games, answering questions, etc. to promote activity.

The next day at 12 noon:

Navy:

When can the inviter collect it?

Do I have enough people? How many more are left?

Where is the store address?

Can I collect it on your behalf?

Key point: There is only half a day left before the activity deadline, so I will use the Internet users in the group to do some active activities and encourage users to continue to invite friends to join the group. This has a good effect.

8pm the next day:

㊙️Because we need to verify the prize information, please be sure to stay in this group when receiving the prize! 】

Key points: This is the part mentioned before about promoting users to invite them to join the group. Push notifications will make users feel urgent, so they are willing to invite users to join the group. It works every time.

Second night:

We conducted a community transaction session. Since the content is a membership card, we will keep it confidential here. However, everyone was quite active after the transaction, and the number of community transactions also reached the target effect.

Transaction method: Group relay + transfer payment

Day 3:

Carry out chain operation throughout the day to promote orders

Also notify users:

[This group will not be disbanded] There will be more exciting welfare flash sales and red envelopes in the future, remember not to quit the group!

Subsequent operation steps:

We subsequently selected several popular products for group buying activities and sold them through a chain transfer method. Also, within the fission group, we achieved good conversion results.

The picture below is a screenshot of a group purchase for one of the products, which basically achieved a 10% conversion rate.

V. Case Review Summary

1. The biggest difficulty encountered in practical cases: If the store manager or staff do not cooperate, the effect will be greatly reduced. In this activity, the operator was responsible for attracting users and operating all links using the store’s mobile phone, and the store clerk did not provide any assistance. This is actually a very difficult problem to solve. The operation and plan design took a total of one week. The time was tight and many aspects of the store were involved, so there were many areas of the activity that needed improvement.

Conclusions can only be drawn after actual combat, and this activity is no exception.

2. During the event, our design and plan underwent repeated revisions, including cooperation and communication with the stores, and the online part was handled by ourselves. The store later provided training and plans for group buying and regular community operations.

3. Review the entire process: The user activity is actually very high, but the profit is relatively low, which is very challenging. The process must be designed to be both effective and profitable. We have also connected member recharge activities offline in the back end.

4. No big boss can avoid failure completely, but the success of a case must be replicable. I hope that everyone can have a deeper understanding of this case, learn from it, and do a better job in online private domain growth and customer acquisition. I look forward to your feedback.

Author: Red Masters Association Coconut Green

Source: Red Masters Association Coconut Green