Private Domain Operation Case | 5 Steps to Community Marketing

On the Internet, the temptation is really too strong. There are very few people who can firmly take root in a field and focus on doing one thing. Many people always want to get better!

Many people have obviously learned a set of social media marketing methods and mastered a set of social media operation plans, but they always stare at what is in their own bowl and look at what is in other people's pots, always wanting the next better and more practical social media marketing method.

Sometimes, even if you teach him the detailed community operation plan, execution steps, sales pitch, and copywriting, he still feels that it is not good enough and wants to look for more.

Human nature is like this. After you tell him a method, he still wants more, and wants a more powerful method. A few days ago, there was a guy in one of our private domain operation case libraries who kept asking us how to design a plan for a braised food store.

In fact, I told him the methods, processes and steps of social media marketing, but he still kept asking about this method and that method. The method I shared with him was a successful community operation case, with the highest monthly income of 250,000 yuan, plus franchise fees reaching more than 1 million yuan.

Using the group relay method, hundreds of orders were sold in one hour.

The daily turnover was more than 30,000.

In fact, success is very simple. It is to move from success to success. It is easier to succeed by copying the success of others. If you can break down a community operation plan into each module in detail, and then break down each module into each detail, then you will know very clearly how to carry out your community marketing activities in each link.

Okay, now I will use this social sales system map to explain in detail how a braised food store can create a community sales event that will set the whole city on fire and reach monthly revenue of 1 million!

1. The first step: how to attract customers?

The design of traffic-generating products must have several elements: low cost, high value, relevance, and high temptation. The most important thing is that it is what customers want.

1. What kind of traffic-generating products does this braised food shop use?

They designed a poster and put it at the door, and the store assigned an employee to speak through the loudspeaker at the door to tell passers-by that the store was open and there was an event.

It's something like this: scan the QR code and pay via WeChat for 0.1 yuan to get a bottle of Coke, an egg, or a duck head. You can also join the lucky draw for free by joining the group, and you can get a secret roast duck worth 68 yuan for free.

2. Where do customers go?

Remember, where the customers are, there is the money!

Which places have the largest offline traffic?

They are nothing more than supermarkets, kindergartens, primary schools, and shopping malls.

Which places have the most online traffic?

One is TikTok, and the other is a food delivery platform, both of which are automatic traffic.

When attracting traffic offline and distributing flyers at various traffic entrances, have employees distribute them one by one with a message on them: Our store has just opened and we are having a promotion at xx location. There is a 0.1 yuan sale of eggs and duck heads, and there is also a free draw for roast duck. Do you want to participate?

To attract traffic online, you need to shoot store activity videos and publish them in the same city. You can buy doc+ to increase the overall video playback volume and improve the store's exposure.

Secondly, because the store has just opened and Douyin has just started operating, there may not be a large number of views, so you can find local store exploration experts to do promotion, which costs about 1,000 to 3,000 yuan each time. The number of views of their videos can be as high as hundreds of thousands or even millions.

This is the number of video views from the store explorers they found. One has 14,000 likes, and another has 4,642 likes. It seems that the number of views for one video is at least hundreds of thousands.

2. The second step: closing the deal. How to close the deal with customers?

Why do many stores still fail to succeed even after organizing promotions? Even though you have attracted many customers to your store, you still can’t close the deal? The most important reason is that the activity atmosphere was not created!

Whether a customer makes a purchase or not depends on a very, very, very important human factor, and that is the herd mentality. When you see a lot of people queuing up and buying things frantically, are you curious and want to watch?

When I was watching, someone next to me suddenly said that the food in this braised food shop is particularly delicious and is basically all braised on one day. Would you like to buy some?

Suddenly someone said that the duck head in this restaurant is delicious and they have eaten it several times! At this time, do you have the urge to buy and taste it?

Therefore, this store did the following things to make the whole event explode:

1. The first thing to do: shout through the loudspeaker at the door to attract passers-by to scan the code and buy
2. The second thing: creating a store activity atmosphere, banners, display racks, flyers, floor posters, in-store banners, door flower baskets, etc.
3. The third thing: put a red envelope wall at the door, scan the code to buy, and you will be eligible to tear the red envelope, which contains 25% off, 50% off, and 30% off coupons, as well as free duck heads, duck necks, duck wings and other products.
4. The fourth thing: shout in the store. Whenever someone recharges, shout, "Congratulations to this auntie for recharging xx to become a member and enjoy a free meal!" Congratulations to this gentleman for recharging xxx yuan to become a member and receive a roast duck for free!

3. The third step: Lock in customers. How to lock in customers and recharge?

The strategy used is very simple, just two moves:

1. The first trick: All products have member prices and non-member prices. As long as you buy a 68 yuan roast duck, you will become a member of this store and all products in the store will enjoy member prices. For example, the original price of a duck head is 7 yuan each, but members only need to pay 3 yuan; the original price of a duck leg is 12 yuan each, but members only need to pay 9 yuan; the original price of a roast duck is 68 yuan, but members only need to pay 58 yuan.
2. The second trick: as long as you recharge more than 3 times the amount, you will get a roast duck for free! Recharge more than 6 times the amount and receive two roast ducks for free.

4. Step 4: Follow-up sales. How to follow up with customers?

For those customers who have not recharged, or those customers who have been attracted to the WeChat group to receive gifts by scanning the QR code for 0.1 yuan, the front desk will tell the customers that there is an event today and tell them about the event in Article 4.

Because of the sliding-type pricing strategy and the atmosphere of on-site snap-up, 80% of the people on-site will choose to recharge!

Why? Because they are cheap, Juewei Duck Neck and Huang Shanghuang will definitely not have such low prices, and they will not lower their prices. Why?

Because the prices of franchise stores are fixed, the headquarters has the final say on your activities!

5. Step 5: Fission. How to fission customers?

People who scan the code at the store entrance and shop inside the store will have dedicated customer service to serve these customers, invite them into the group, and interact with them.

Without interaction, it is impossible to establish a trusting relationship; if the customer does not trust you, it is difficult to close a deal. The interactive method is actually very simple. Through my 12 years of private domain operation experience, I have summarized 10 community interactive games. Each set of games has methods, steps, scripts, copywriting, precautions, and extended gameplay.

After you have interacted with group members and established a preliminary trust relationship with everyone, the community has become active and has a certain atmosphere, then when you invite them to do a simple fission activity, they are actually very willing to participate.

The fission method used by this braised food shop is very simple: one is a chain, one is an invitation with gifts, and one is a lottery!

As long as the atmosphere in the group is good, the desires of many people will be aroused.

The customer service staff will send some tempting pictures and videos of the product production process from time to time every day to let customers know that the roast duck is slaughtered and made on a single day, and is steaming hot and very fragrant.

Every night, they would shoot a sold-out video and post it in the group, sharing the daily revenue to let customers know how popular the store’s products are. They would also record some on-site customer testimonials, talking about how they felt after tasting the products, why they kept choosing to buy from their store, etc.

With customer testimonials, the sense of trust among community members will immediately increase, and their inner desire to buy will be stimulated.

Let me show you, the total turnover in July was 170,000, and the total turnover in August was 280,000.

Do you want to know how this store makes millions a month? Their store has been established for less than a year. Through equity model design + franchising, they have signed up more than a dozen stores a month and charge a franchise fee of 150,000 to 250,000 yuan per store.

So where do franchise customers come from? One is the transaction from physical store consumers, and the second is the traffic from Douyin. Because the product tastes good, is very popular, and has good marketing skills, do you think customers will be attracted to it after learning about it?

So you will often see some new brands on Douyin, and they will promote them on Douyin, create a very hot buying scene, record videos and upload them to the Douyin platform, and even do matrix account promotion.

When others see that your store is doing a booming business and your products are selling well, naturally many people will leave comments asking about joining.

Okay, that’s all I’m sharing with you today. The success or failure of many things depends on details! I may break down this case completely for you today, but if you try to carry it out, you may not succeed. Do you agree?

Because many details are not controlled well and the process is not designed well, the entire event may be difficult to carry out. For example, your promotional poster design, your captivating short copywriting, your community interaction atmosphere creation, your drainage products, fission bait design, etc., are all key factors affecting the success or failure of your entire event!