Fruit e-commerce promotion: a peach of the overflowing marketing combat

Every friend who runs the public number will face the worry of how to promote their own public number, do not spend the best, spend less money if effective leadership will certainly support. But most of the time they are not in the heart, and you do not know whether your promotion method is effective. Marketing costs are less, not enough to use, to more, did not achieve the desired effect, but also hit their own face. Small series is to do fruit e-commerce, and is the high-end import of fruit, do not know who gave the boss proposed to stationed in the airport, because there are most white collar, like stewardess ah, pilots, leadership ah, and the region is very concentrated, they have this ability to consume, we distribution pressure is small, so small series by the boss designated to complete the

So, here's the question.

How do you rely on a marketing campaign to open up visibility at the airport? What marketing campaigns do you spend the least money on? What is the marketing campaign for? What can attract airport white-collar attention? What are the characteristics of the airport white-collar workers? online or offline or online + offline?

Small series with colleagues to raise hundreds of questions, and went to the airport field trip, gradually have a few ideas

Advertising at the airport is definitely not going to work (120,000/month, do not think, if spend 120,000 to play advertising, but also what we do, every boss is to let the horse run, and do not want to give horses to eat grass of the Lord), even if the play, on our fruit sales role is not small, because the airport billboard is the spread of big image

An airport Billboard quote

What we want to do: let them know us + know what we do + generate consumption here

Target by subdivision

1. How do we let them know about us?

Let the airport broadcaster give us a broadcast? The impossible, this is not the village horn, you want to broadcast can be broadcast, where they often appear to pull banner ads? Well, I've never seen any of these low propaganda banners at any airport, and we can't afford to advertise at the airport. Where do you want to go? In addition to where they work, where are they most concentrated? Yes, staff quarters and canteen, this just remembered, they have three refectory, there is dinner, meal time is about 2 hours, the largest can accommodate 2500 people at the same time meal, asked the airport friends, Canteen is can do activities, that good, marketing venues have, the rest is how to use good venues to engage in activities.

2. How do we get them to know what we're doing?

What are we doing, we are selling fruit. How do we tell them that we sell fruit? The roll-up is sure to be needed, which is the most direct way. The advantage is that others can see, the disadvantage is to see once forget. Why is the brain-platinum advertising known, because it is a perennial advertising bombing, and then forgetful people can mutter out. So how do we increase the number of times they perceive us? We can only appear in the cafeteria once, but also where they can appear? The problem is stuck here, without a clue. We re-analyzed the airport white-collar work, job content, amateur life, and finally found that we should appear in their circle of friends, mobile phone is essential for everyone, they work, with the phone for the longest time, see the number of mobile phone is also the most. The question becomes: How does it appear in their circle of friends? How can we share our public copy with their friends?

So, the question becomes " How do we share and forward our marketing copy?"

The sharing and forwarding of any copy is based on what the forwarding person can gain from the forwarding behavior, petty or inspire his thoughts to resonate, how does the thought resonate? Praising the greatness of their work, or exposing their untold pains, both of which follow the emotional line and do not have to spend money to provide petty to them. We continue to push forward according to this idea, and finally found that the resonance should be able to inspire, but can not guide their consumption Ah!! We have an entire article revealing their untold hardship, and at the end of the day we attach a guide to eating a fruit bar. But the egg ah, the two are not very much related, I work hard to eat fruit? No, it seems that petty is a must, even if small.

The question at this stage becomes "what petty we offer to our clients?" We are doing fruit, can not provide laundry coupons, and the fruit is to eat, customers only eat your home's fruit will believe your home fruit quality, can not eat will choose to wait and see. Then we give the customer's petty will be some kind of fruit to try to eat + most people can eat the + component moderate (too little no mind, customers can not remember the taste) + cheap (price is too high, the number is less, many people can not eat)

And then our city changed the July. What are the fruits that are sold? Where are the prices? What kind of fruit is relatively cheap, medium weight, and the same amount of price can be maximized.

The final result is: Peach

Peach selection of more than half a catty peach (female children eat one can be full, and then such a big peach is also good to eat, have enough time to taste); a peach cost less than 5 dollars; In order to find the sweetest peach, we went to the origin to try to eat the peach of countless fruit growers, Finally found a 10几 years old Taoyuan, his family's peach is really presentation and good, but also super sweet (is this goods), not only we eat the sweetest peach, and then a lot of fans said so.

Live Event photos (all in active sweep code plus attention)

Things are going on here, we have marketing venues (staff canteen), marketing products (oversized peaches) What's the difference? Marketing solutions.

Two options: draw form and free collar (think about it, is not the copy of the Circle of friends to produce forwarded)

The lottery, is to forward a friend circle have a chance to draw a few peaches? Well, the operation is not good, the airport these people are not bad for a peach money, and even some people will be suspicious of the authenticity of the activity, not to mention share forwarding, even if someone through the sharing to lead the peach, it can only radiate him a person, most people still It's not going to work.

Free collar: Free stuff for everyone who likes, how many peaches do we offer them? How to rely on a peach to occupy their circle of friends? How to inspire the marketing value of a peach to the extreme?

After a moment of discussion, we had a plan to inspire the peach marketing to the extreme.

Pre-marketing copy is the "* * * * * * * * * * * * * * (week *) oversized peach free Collar" (the text title indirectly express clear activity content, at this time can not walk literary fan) content is * * Orchard in the airport Preferential + peach Introduction + origin Photo + collection method (attention to the public number, forwarding circle of friends, Send to our public number, which can be collected on the day of the event. This is the first copy that appeared in his circle of friends.

Considering the site must also have shared forwarding, so we prepared a copy, the title of "I in the airport * Canteen led to the super-big peach, small partners come to the collar," so the live collar Peach Sweep code will produce a wave of sharing and forwarding.

A peach produced two calls to share, the heat from the day before the event continued to the scene, the refresh of the circle of Friends is always mixed with our peach copy. A person to brush at least dozens of times a day circle of friends, you can see us dozens of times.

The fact is the same as we imagined, the day of the event we almost blew up the airport's circle of friends, more interesting is to help their mobile phone sharing copy (because some leaders will not share), see his friend circle is all the copy of our peach, ha ~

(On the day of the event, browse PV browsing UV)

The second day of statistics: the day of the event we sent off more than 600 peaches, powder nearly 3000, read more than 15,000, more than 2000 forwarding, the total cost of 3000 , if you add fan follow-up consumption generated profits, almost no money look like us 3000 fans of the airport (in fact, a lot of people forwarded to get the peach) and the airport at 10 tens of thousands of of the advertising costs, we are equal to no money to hit a 100,000-block ad.

Airport 20,000 employees, we at least let 10,000 people know our existence, what we do, more than 600 people eat our fruit, sweet love of the peach, wow, saliva has flowed out ....

Many people operating the public number of friends must have this feeling, is to see so many marketing activities, why they still do not plan or plan unsuccessful. Because all you see is the result, he won't tell you how he thought of it. Here you go to see, the entire marketing campaign I was such a step-by-step analysis. Each step is based on the reality of the substantiated analysis.

I hope this event sharing can help the needy friends.

Jie Si Tam

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Fruit e-commerce promotion: a peach of the overflowing marketing combat