How to create an Internet celebrity store through promotion? There are 3 steps to promotion!

Many people have a dream of becoming an internet celebrity , and many stores also have a dream of becoming an internet celebrity, which is to become an internet celebrity store. We went to the shopping mall and took a walk around. We saw all kinds of snack bars, hot pot restaurants, dessert shops, coffee shops and bakeries lined up one after another. Some had long queues, the cashiers were busy and there was a limit on the number of people. Some were deserted, with only a few customers visiting all day.

Do you think there is really a big difference in the taste of these stores? Not necessarily. Some stores have very long queues, but after trying them, the taste is just average. Then why do many people prefer to queue for hours or travel thousands of miles to patronize this store? There is only one reason: the power of marketing .

The birth of an Internet celebrity store is sometimes a coincidence and sometimes it is proactive. Cases of coincidence are not discussed here because in the eyes of a good operator , problems that can be solved by strength will never be pinned on luck.

In this article, I divide the things that need to be done to build an Internet celebrity store into three stages according to the timeline. From the following four aspects, I will show you how to build an Internet celebrity store.

Summary of promotion ideas

The first stage: preheating

The second stage: mid-term exposure

The third stage: post-qualification

Summary of promotion ideas

Before we break it down, let me first talk about the promotion idea. Every subsequent execution work will revolve around this idea. Students who work in operations should have a deep understanding of this. The work of operations is to plan, execute and summarize. This promotion idea determines the type of promotion plan. The core of the idea is: online traffic - offline consumption - continuous fermentation - becoming an Internet celebrity store.

Some people will think after reading it, it’s so simple, then I can do it too, don’t worry, keep reading, in order to cooperate with the above ideas, the media needed are: Tik Tok , official accounts , Weibo, websites, Moments , forums, etc.; the tools needed are: soft article writing, product photography, video recording, poster production, leaflets, vouchers, etc.; as well as some means that cannot be put on the table. To create an Internet celebrity store, there are far more things to do than people imagine, and these things, like the underwater part of ice floes, are huge in size but not easy to detect.

For example, the same ingredients can be made into a delicious dish in the hands of a master chef, but in the hands of a novice , it will become a dark dish. Similarly, as long as there is enough time, everyone can find the media and tools mentioned above and can make use of them. However, how to match and use them to bring about results requires some experience. Based on my years of experience in product promotion, I can sum it up in one word: rhythm. You must know exactly when and what to do in order to achieve results. The promotion rhythm is as important as the heat in cooking.

The first stage: preheating

There are two things that need to be done in the early stage of warm-up: one is to refine the selling points, and the other is to create momentum. The purpose of refining selling points is to create momentum, and the purpose of creating momentum is to use it for later publicity.

Selling point extraction. Some people say that the current promotion of Douyin influencers is only at the stage of shooting a video, which is not entirely true. When we see videos casually shot by others, they can attract users, which means they have found the selling point, but we just haven’t noticed it.

The role of a selling point is to have content to spread . For example, when we talk about Haidilao , the point of communication is the good service; when we talk about Heytea , the point of communication is the long queues; when we talk about Turkish ice cream, the point of communication is the funniness. When we recommend a popular online store to our friends, there will be a label word, and this label word is the selling point.

Method of extracting selling points: elimination method. Taking a crayfish restaurant as an example, Party A opened a crayfish restaurant. Taste, price, scale, dishes and services can all be used to extract selling points. So let’s see what are the commonly used words to promote crayfish restaurants: authentic, extra large, secret flavor, spiciest, most beautiful, advanced equipment, hygienic, trendy, etc. They can be divided into types: taste, appearance, service, and curiosity. Party A should first list all of its own selling points, eliminate any words that overlap with competitors' products, and only the remaining ones are unique selling points.

Momentum can only be created after successful drainage. The basis we use to judge whether a snack bar is delicious is how many customers they have. If not many people go there, it must not taste good. If there is a long queue, then the taste must be excellent, such as a certain tea. Therefore, whether you can successfully attract traffic determines whether you can successfully create momentum.

Introduction to drainage tools.

Public accounts have the best traffic generation effect and are easier to control . The user base of public accounts is relatively fixed. For example, the owner of a gourmet restaurant can place advertisements on public accounts related to food, drink, and entertainment to reach that group of foodies. There are dozens of local life public accounts in Shenzhen. Depending on the number of fans, the price of the headlines ranges from 500 to 50,000 yuan. When promoting a public account with the purpose of attracting traffic, remember to cooperate with activities. Otherwise, the traffic-attracting effect of simple brand exposure may not be very obvious.

The traffic-generating effect of Douyin is uncontrollable, but it is low-cost and high-return, and is more likely to happen on Douyin. Regularly shooting videos and posting them on Tik Tok, which can get more than tens of thousands of exposures, can bring some traffic to the store. However, the safest way to do this is to extract multiple selling points, find multiple internet celebrities, release multiple videos, and maintain continuous exposure, which will make it easier to create hot spots and attract traffic. The price of local internet celebrities is around 1,000 yuan, which is still acceptable. You know, the more times a brand is exposed to the same user, the greater the probability of getting conversion .

Weibo is also a means of attracting traffic, but it is not recommended to use Weibo alone to attract traffic. I define Weibo as an auxiliary role. After successfully attracting traffic and creating momentum through official accounts and Douyin, it would be better to use Weibo to add fuel to the fire. Weibo also has media accounts and personal accounts. Personal accounts are better at attracting traffic. Before looking for a personal account to discuss cooperation, it is recommended to build up popularity first.

The selling points are extracted and promoted with the help of tools, and a steady stream of people flows from online to offline, and the warm-up work is successfully completed.

The second stage: mid-term exposure

The most important thing about mid-term exposure is continuity. Why do many popular online stores fail within a year? One reason is that their products are not good, and another reason is that they lack sustainability. Some stores, once they see that a product is popular, stop investing in promotions, mistakenly believing that it will continue to be popular. Just look at Coca-Cola , which is still advertising after all these years, and you will know that brand exposure is a lifelong thing.

The best tool for mid-term exposure is Tik Tok. Someone may ask, why do we use Douyin for preheating and continuous exposure? In fact, you can use Tik Tok, WeChat Official Accounts and Weibo for brand promotion at any time. The only difference is which one is more suitable and appropriate. In the middle stage of store promotion, whether it is traffic, word of mouth, or topic, they have all reached 90 points. The focus at this time is to let more people know that there is a 90-point store here, and Douyin is undoubtedly the best tool.

There was a milk tea shop. After the customer flow increased, they asked us to help with the Douyin advertising. We selected a Douyin influencer who had only 12,000 fans and put an embedded video on it. It received 600,000 likes and the exposure exceeded one million times.

Why does this effect occur? Because Douyin's recommendation mechanism is not based on the number of fans, but on the quality of the video, videos that are fun, interesting, and liked by users will get more exposure. This is also the advantage of Douyin compared to Weibo. If you want to gain exposure, creativity is the most important thing. Do you want to know which creativity is more likely to be recommended? I can teach you.

The rhythm of mid-term exposure is 2 to 3 videos per day, 2 to 3 days per week. Depending on the actual situation, it can be decided whether to invest for 2 weeks or 1 month.

The fermentation period of hot spots is one week, and some may take longer. Don’t have the wrong idea that if you send it out today, it will become popular tomorrow. You have to wait. There are some videos on TikTok that have very few data when they are released, but are promoted a month later.

A video I released in March had 20,000 views. One month later, during the holiday, the number of views increased from 20,000 to 100,000 in just three days. Similar situations sometimes happen on WeChat . My public account "Tiger Talks about Operations" once posted an article to promote Douyin. Half a month later, the number of readers skyrocketed because it was turned over by a big account.

Mid-term exposure can include product reviews, which refers to reviews from gourmets, which will help with later qualitative analysis. You have to know that there are some real elements in marketing promotion , which is quite good. When customers came in an endless stream and online promotions came one after another, food experts came to taste the food, were moved by the scene, and said: It’s great! Go back and write a recommendation article, publish it, and continue to attract traffic. At this point, the mid-term exposure has been completed successfully, and we are entering the next stage.

The third stage: post-qualification

In fact, if the first two stages are handled well, customers will not have to worry and the short-term cash flow will still be considerable. Then why do we need to do qualitative research? The value of the third stage is more reflected in the capital level, such as financing and franchising needs.

The qualitative gameplay in the later stage is website promotion. Like many of us, our knowledge of Heytea comes from industry websites. Why is Heytea so popular? Why is there a long queue for Heytea? I learned about the Heytea brand from articles such as The Past and Present of Heytea. After seeing more, I turned from an outsider into a customer of Heytea.

This kind of authoritative, non-entertaining content is suitable for promotion on the website. For example, portal websites ( Sina , Sohu), regional websites, entrepreneurial websites, etc., when they tell corporate stories, they also indirectly gain brand exposure. When everyone knows that you are a popular online celebrity store, franchisees will come to you and investors will throw bundles of cash at you. That’s the power of marketing.

For the later characterization, you need good writing skills. You can find a professional soft-text company to write it, which costs about 500 yuan per article. They can do interviews, take photos, and shape the store into a store that becomes popular inadvertently because of sentiment (routine). Finally, it can be characterized as a rising, new Internet celebrity store.

At this point, through the above three steps, a perfect Internet celebrity store has been created. Of course, the actual implementation process is far more complicated than what is described in this article, such as brushing comments, offline activities , buy one get one free, and disgusting queues, etc.

When we were helping the stores with execution, we were so busy that we didn’t even have time to drink water. There were even emergencies that made promotion difficult. Every detail may affect the final result. It requires execution, creativity, planning, and most importantly, sufficient budget. To sum it up in one sentence: Become famous as early as possible, and routine is the most important.