Physical stores on the market can be divided into three types according to the frequency of activities:
The first type is those that never hold any activities, which are often seen in stores with top traffic or stores owned by owners who never hold any activities.
The second type is stores that often hold events, which are often seen in stores with high-frequency consumption or those opened by a boss with a sense of drama;
The third is to hold an event occasionally, which is more common in shops opened by bosses who like to do whatever they want.
So which way is better? If you ask this question, there is actually no answer. The right question should be which method is more suitable for me? Because the good solutions made by others may not be applicable when they are brought here.
I have seen too many real-life examples of people copying others' ideas but not getting the job done. On the one hand, it is because the activities were not properly executed. Of course, the more important reason is that they do not suit the current situation. Blindly carrying out activities will not only have no effect, but will also have the opposite effect. So how can we conduct activities to make them effective? Before organizing an event, everyone must first have a framework of thinking. Take organizing an event for example. An event is not something you do on a whim, nor is it something you do when you see someone else doing a buy one get one free offer and then think you can give it a try. Instead, you should first determine the purpose of the event, then set the goals of the event, determine the form of the event based on the goals, and after determining the form, finalize the promotion method (i.e. exposure), follow up on the execution of the event, and if conditions permit, make alternative plans to deal with emergencies during the execution of the event.
After the event is over, the most important thing, which most merchants ignore and fail to do, is to review the event.
Since you are doing business, you must want to do long-term business. Getting better and better is the biggest wish of every physical store owner. After reviewing an event, the next time you conduct an event, you will know which problems need to be avoided and which areas need to be adjusted and optimized.
If you do all these well, the next event will naturally be better than the previous one, and each time will be better than the last, and the store’s business will get better and better. This is the value of the event thinking framework.
Next, we will enter the practical part. According to the activity thinking framework, before we do an activity, we must first determine the purpose of the activity. So what are the purposes of doing an activity? There are roughly the following types: attracting traffic, increasing payment, improving stickiness, increasing fun and increasing exposure.
According to the purpose of the activity, I have classified the activity plans that I had compiled before. You can apply them to your own store after slight modifications.
1. Traffic diversion activity plan The biggest problem for more than 90% of physical store owners is that there are no customers or too few customers. Organizing activities to attract customers into the store is the most urgent need. The simplest and most effective way to attract customers to the store is to offer discounts. Here are eleven traffic-generating activity plans for you to keep.1. Activity name:New store opening discounts decrease with the number of days How the activity works: On the first day of the new store opening, all items are 50% off, on the second day, all items are 40% off, on the third day, all items are 30% off, from the fourth to the seventh day, all items are 20% off, and the original price will be restored after the eighth day. Activity description: Limited to newly opened stores, as the discount decreases, the traffic-generating effect will become weaker and weaker, which is a normal phenomenon. If the product quality is good, there is no need to worry about the repurchase rate.2. Activity name:Second copy at half price How to play: 50% off when you buy the second item of the same product. Activity description: This activity is suitable for high-frequency and low-priced products, such as milk tea and ice cream. The McDonald's is the best at this activity, offering a half-price discount on the second cone. Many people buy the cone just for the half-price discount.3. Activity name:Timed discount How to play: 20% off on all purchases before 11:00 a.m., and a free fruit platter for purchases after 11:00 p.m. Activity Description: It can alleviate the customer flow during the peak dining period and also attract additional price-sensitive users.4. Activity name:The first 100 people to visit the store will receive gifts How to play the activity: On the store’s opening day, the first 100 users who shop in the store will receive a small gift for free. Activity Description: This type of activity is often seen during important events for businesses, such as National Day, anniversary celebrations, etc. By giving gifts, you can lock in at least 100 customers for the day, thus avoiding the embarrassment caused to the business by low customer flow on that day.5. Activity name:Three people go, one person gets a free meal How to play the activity: When three people go to consume together, one of them gets the chance to eat for free, which is essentially equivalent to a 34% discount for each person. Activity Description: Applicable to barbershops, beauty salons or ticket purchase businesses.6. Activity name:5 yuan free meal How to play the activity: Become a member for 5 yuan, and eat free food in the member area on that day. Activity description: Applicable to buffet restaurants, set up member area and non-member area. Food in member area is free, while drinks and meat are available in non-member area. How to make a profit from the 5 yuan free meal can refer to the routine of invisible consumption.7. Activity name:King meal coupons How to play: Use the coupon to enjoy a free meal at the store, such as a portion of boiled fish. Activity description: Distributing flyers to attract customers is suitable for new store openings. It should be noted that a threshold can be set for receiving free meal coupons, such as scanning a code to receive free meal coupons. Users will not cherish things that are easy to get, so if a threshold is set, users will treat them as treasures.8. Activity name:20% off for ID cards from designated provinces How the activity works: For example, a hotpot restaurant opened in Shenzhen will offer a 20% discount to all users holding Chongqing ID cards who consume in the store in November. Activity description: It can be accompanied by sentiment, such as letting Chongqing people enjoy authentic Chongqing hotpot. The purpose is to give some people a sense of dignity. Once users feel that they have privileges, they are more likely to consume.9. Activity name:12% off for the cutest height difference How to play: On Valentine's Day or other days related to couples, male and female couples dining together with a height difference of more than 18cm can enjoy 12% off. Activity description: In essence, it is still a privilege for certain users, and it can be extended. For example, on the day of the activity, those who wear red clothes or have ponytails can get discounts. 10. Activity name: 20% off with admission ticket How to play: During the event, after finishing your meal, you can get a 20% discount by showing your college entrance examination admission ticket. Activity description: Applicable after the college entrance examination. It is said to be a benefit for college entrance examination students, but in fact it is to attract new members. The consumption amount can also be reduced based on the college entrance examination scores. 100 points in the college entrance examination will reduce 10 yuan, and the maximum reduction is 700 points, which is 70 yuan. 11. Activity name: 10% off for referrals from acquaintances How to play the activity: Let users leave their mobile phone numbers to join as members. Later, when a friend comes to consume, he can enjoy a 10% discount by reporting his mobile phone number. Activity description: Discounts for acquaintances give users face. When others ask users which store is better, they will definitely recommend the store where they can get discounts by giving their own number. 2. Plan for increasing paid activities Increasing payment is essentially about increasing the average order value. Under the condition of stable traffic, the only way to increase sales is to increase the average order value. You cannot go too far in increasing payment, otherwise it will be like killing the goose that lays the golden eggs, and the user repurchase rate will decrease, which will ultimately be counterproductive.
Here are 5 activity plans to increase payment, you can refer to them.
1. Activity name:Buy 5 and get 1 free How to play: During the event, buy 5 products and get 1 for free. Activity description: Suitable for stores with low customer spending, such as milk tea shops, stores selling chicken wings and duck necks, etc.2. Activity name:Package combination How to play: Combine the store’s main foods into a set meal. For example, the original price of a single item is 30 yuan, and the price of the set meal is 25 yuan. Activity Description: Suitable for fast food restaurants with high frequency and low price. There is a noodle restaurant in Xi'an that I often go to. Roujiamo is 10 yuan each, noodles are 9 yuan per serving, porridge is 5 yuan per serving, and a package of three is 21 yuan. I always buy the set meal every time I go there.3. Activity name:Spend 60 yuan or more and get one capsule How to play: Install a gashapon machine in the store. You can spin it once for every 60 yuan spent to get a small toy. Activity description: This is suitable for stores whose target users are mostly parents and children. The amount can be adjusted according to the actual situation and can be slightly higher than the normal average customer spending.4. Activity name:Recharge rebate How to play the activity: Open a membership card, recharge 500 yuan, and get a 100 yuan return; recharge 1,000 yuan, and get a 300 yuan return. Activity description: It is more common in the beauty industry, and can also be done in restaurants. The amount of recharge rebate is determined according to the profit margin, just don't lose money.5. Activity name:Full discount or full gift How to play the activity: Spend more than 200 yuan, get 20 yuan off, spend more than 200 yuan, get a gift. Activity Description: Applicable to clothing stores and restaurants. 3. Activities to improve stickiness Improving stickiness is to increase user repurchase rate and reduce user churn rate. Many businesses do not pay attention to this aspect when organizing activities. They think that as long as they attract people and get users to spend more money, everything will be fine. In fact, steady and long-term income is the real way to make big money.
How to achieve long-term success? Just do activities to increase stickiness. Here are two activity plans to increase stickiness.
1. Activity name:Buy one get one free How to play the event: If you buy one on the day of the event, you will get a second one for free. The second one needs to be claimed the next day or before the end of the event. It cannot be claimed on the day of the event. Activity Description: The rewards cannot be collected on the day of the activity. You should understand the difference between this activity and the 50% off activity. The purpose is to give users a second chance to come to the store. It is inevitable that some people will make other purchases when they come to the store for the second time. Of course, there are also users who just take the rewards and leave, so it is necessary to test the repurchase rate to decide which product to use as an inducement. 2. Activity name: Card collection activity How to play: For every purchase, you will receive a smiley card (or stamp). Collect five cards and get a chance to make a free purchase. Activity description: This activity takes advantage of people's desire to finish things. They will feel uncomfortable if they finish halfway. Once users start collecting cards, it is very easy to repurchase them N times. 4. Activities that increase interest When users shop in a store, they hope to see not cold machines but a humane store. Even if the products and services in such a store are average, users will be happy to patronize it as long as it is friendly.
Fun activities themselves do not make money and do not bring immediate results, but if they make users happy, the purpose of the activity is achieved.
1. Activity name:Roll the dice How to play: When checking out, the user rolls the dice. If a pair is rolled, the bill is free. If any other pair is rolled, a 10% discount is given. If no pair is rolled, no discount is given. Activity description: It is suitable for occasions with a large number of users. Friends will recommend a lucky person to each other. No matter what the result is, users will definitely be impressed by this store. Users left the store while discussing the sound of dice rolling.2. Activity name:Long jump discount How to play: Set up a standing long jump sticker in a wide area and give discounts based on the distance of the long jump. Activity description: This activity will attract onlookers. If someone jumps very far, the atmosphere will immediately become lively. For these activities, it is best to let an extroverted clerk to guide and create a cool atmosphere, rather than being cold and indifferent.3. Activity name:Discount stars for cash How to play the activity: Provide some ribbons and give users stars. One star is worth 0.1 cent. Activity description: It is generally used by users with children, so that children have something to do and feel a sense of accomplishment, while also receiving tax reductions. Users are very happy because they get to do something and get a good deal at the same time. 5. Activities to increase exposure Activities to increase exposure are what physical stores must do. Compared to the cost of advertising, activities to increase exposure in stores are much cheaper and more effective. Now some Internet celebrity stores save a lot of marketing and promotion costs by incentivizing ordinary users to post content.
Here are a few activities to increase exposure, you can save them.
1. Activity name:Continuously forward tweets to get a free meal How to play the activity: The store sends out tweets and asks users to forward them to their friends circle once a day for 10 consecutive days. After verification in the store, they can enjoy a free meal. Activity description: It is essentially a process of accounting. Assuming that the free meal costs 200 yuan, and the user charges 20 yuan for each advertisement posted on WeChat Moments, and posts for 10 consecutive days, it will just cover the cost. Moreover, if you post it for ten consecutive days, the traffic generation effect will be much better if you post it multiple times than if you post it once.2. Activity name:Take a photo and post it on Moments to collect likes to get free food or discounts based on the number of likes How to play the activity: After users arrive at the store to make a purchase, they can take photos and post them on WeChat Moments to collect likes. If they collect 30 likes, they will get a free dish, or if they collect 1 like, they will get a 1 yuan discount, with a maximum of 50 yuan. Activity description: It is recommended that you provide copywriting for users to post on Moments. The copywriting drafted by users themselves is not very effective, so it is necessary to help users think of copywriting. Otherwise, if the activity is done but there is no effect, it would be a thankless task.3. Activity name:Take a video on Douyin and get free food (the same applies to Xiaohongshu) How to play the activity: Users can get rewards by posting Douyin videos shot in the store. Activity description: Any store can promote on Douyin, that is to say, when users shoot Douyin videos, the store can give away products or services. Remember, as long as you give enough, it’s okay for users to do anything. 4. Activity name: The top three commenters who like the public account article will receive a set meal for two. How to play the activity: After the official account pushes a tweet introducing a certain service, conduct a comment and like activity, and the top three likers will receive rewards. Activity description: The tweets for this kind of activity will often have a high number of views. In order to grab the top three spots, users will share it with everyone around them to ask for likes, especially the third and fourth places where the competition is the most intense.5. Activity name:Bargaining activity How to play the activity: Similar to Pinduoduo, you can invite friends to bargain. When the number of people reaches a specified level, users can get the goods for free or at a low price. Activity description: Applicable to restaurants, milk tea shops, etc. It is important to choose a reliable bargaining platform with a good experience. In order to get a free meal, users will ask everyone around them to bargain, which invisibly promotes the company's brand. You can save the above activity plan for future use. Now that we have an activity plan, will it definitely produce results?
Not necessarily, because execution is a difficult point. I won’t talk much about execution, but I will tell you a tip: you can do one activity at a time, or you can do multiple activities at the same time.
So what is the frequency and rhythm of activities that are most effective? This strategy can be adopted to carry out small daily activities and a large combination activity once a month.
The maximum effect can only be achieved by combining activities. For example, activities to attract new customers and increase paying customers can be carried out together. After users are attracted to the store, activities to increase paying customers can be used to encourage them to spend more money, which will produce an effect of 1+1 greater than 2.
The best form of activity is a combination of activities. Select one or two activities with different purposes, and launch them together to confuse users. At this time, whatever you say is what it goes.
Summarize : Activities are like stimulants. Once the activities start, the effects will be immediately apparent. When the activity is over, it will return to its original state immediately. It is very important to strike a good balance between activities and services. Don't rely too much on activities, nor do you have no activities at all. Author: Tiger Talks Operations
