A case of promoting branding through trial-and-load activities

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Through Baidu search "Cosmetics trial Install" We can get about 3.17 million results, many of the search results are trial class sites, such sites may currently be Beijing's "trial network" the most famous, has been on the wealth story of CCTV. In addition, we can find many other shopping guides and information integration of Web sites, we can easily find a lot of such sites in the figure of many big-name cosmetics, of course, there are many unknown new brand cosmetics through this way to promote. It can be said that in order to release cosmetics trial installed to promote the brand, Word-of-mouth marketing has been a lot of well-known brand manufacturers commonly used means, and as long as the product quality is really guaranteed, so the results of the promotion is often very good.

Generally speaking, for ordinary manufacturers, if there is no network of professionals or experience, want to promote through the network is the best model with a Third-party trial site for cooperation, such as "trial Network" of such sites, in fact, "trial network" itself was originally because of such a model by the merchant's approval before the final rapid development, For businesses, this method is more than the magazine, TV and other hard advertising cost more cost-effective way to promote. But now it's no more than before, as a result of the trial class of the Web site in recent years the rapid development, has gathered a large number of members of the Foundation, through the statistical analysis of these members, the trial class site to a certain extent to help businesses more effectively put products to achieve better results, so the cost of nature is also rising. For this model, do not do more discussion today, mainly through a personal participation in a case, with you to share how to use their own resources in the network to carry out new brand promotion and promotion.

First to introduce the background, a new Korean cosmetics brand Vinistyle, by domestic brand operators into the domestic product quality is quite confident, because the brand operators before the other Korean brands, so itself has a certain number of brand stores channels. The main problem is how to make the new brand more quickly accepted by users, speed up the spread of the brand, so that the impact of the brand more powerful, so as to promote the development of franchise stores, but also to enhance the sales of stores. In fact, the most easy to think of is advertising, this is certainly true, the question is what kind of method can make the most return on investment. The cost of television advertising is needless to say, good magazines need to pay a high cost, in contrast, in the early development of the network is probably the best choice. In fact, the brand operators have always attached great importance to the promotion of the network and publicity, before the introduction of the brand has been looking for professionals to do a good job of the brand site design, domain name is brand name, website art is very distinctive, consistent with the brand concept, looks very exquisite, functional aspects of the Forum to facilitate the exchange and interaction, There is no problem with normal access.

It can be said that the use of the site to promote the foundation has been, do site people know that there is a site if not propaganda, not a few people will visit, so the next step is the focus: let more people to visit the website-> understand brand-> like Brand-> produce interactive-> purchase products- > told other friends-> to form a word-of-mouth effect.

To do this, need to step by step, first of all, to let search engines indexed our brand site, and the brand name has a certain search results, we do this step about 3 weeks or so time, the specific how the operation is not detailed, the Internet everywhere there are these steps. Why should there be such a step to pave the way? Simply put, when someone knows the brand, they can get more information and increase the trust index when they think about it. With this basis can be used to carry out the promotional campaign, we use is completely free, so that there are two advantages, one can attract more people to participate, after all, without spending a penny. The second is a lot of shopping guide class, Forum class, free information category of the site are likely to send such information, commercial too strong words to borrow is not easy, will soon be deleted or even sealed number, no way to attract many people. Of course, this also means to pay more costs, including the cost of products, courier costs and staff time costs, and so on.

The specific operation, of course, first design the application page, you can allow visitors to easily submit information, submit form verification is very important, we are using jquery formvalidator to do, instant verification, the necessary fields for Ajax server-side validation, user experience is very good, Will not appear in the user filled a half-day, submitted after the error found, and then returned to fill in the trouble again. The details of the event to make a beautiful poster to show, of course, with the application page is on the same page, so that users can see, the method is to use jquery Thickbox plug-ins to achieve, the actual effect to look at the know.

After the above finished, it is necessary to write a few promotional soft wen to the popular forum to publicize it, we are through the network search "trial install application" "Free trial Install" This kind of keywords, to find a free post of the site to the user's tone will be the content of the activity, but also contact some cosmetics industry website, Write a few good soft text, please edit to help send. Under normal circumstances, the message will be issued a day after the more IP traffic over, the number of applications will soon increase.

Because the application will last for a period of time, then wait for the user to apply for the time is not nothing to do it? Of course not, at this time to the interactive content well, we are in the forum to open a separate version, timely reply to the issue of trial installation and release the relevant announcements, At the same time from a professional point of view to release some of the topics related to trial products, such as skin care cheats, makeup techniques, etc. to improve the stickiness of the site, to extend the user's stay in the site time. The quality of this step is related to the use of the site before the release of the user's attention to the website and repeat, is to lay the groundwork behind. Try to install the preparation, the distribution process are manual work, do not speak.

Finally, let's talk about the results. Vinistyle first trial installed Free application activities have 20 days, the number of applications for more than 20,000 people, daily traffic to the site on average reached more than 3,000 IP, during which users in the Forum interactive section posts more than 5,000, this does not include users receive the trial loaded back to write after the trial feel ( In order to attract users back, we also designed to write a trial feel the delivery of authentic activities. Overall, it can be said that the trial of the promotional activities have been quite successful, with the same cost to do a circulation of 200,000 of the magazine ads, the advertising arrival rate may be higher, but CMP may not be lower than the network, It is important that the magazine ads can not get so many user feedback and user trial products generated by Word-of-mouth effect.

Finally, a summary of the use of trial installation applications for network promotion need to pay attention to several matters for reference and discussion.

First, the product quality is the most basic, saying that "good things do not go out, bad things spread thousands of miles." The effect of the Internet on the butterfly can not be underestimated, if the product does not have enough self-confidence, or forget it, the spread of notoriety than good Word-of-mouth came more than n times.

Second, pay attention to the details of the design, the content written above in fact, there is not much novel things, perhaps many people have known or used, the key is the details of the processing, such as user interface design, Web site operability, the clarity of guidance, etc., grasp a word, when users visit your site, do not let users think about how to operate.

Third, the process of rationality, the Vinistyle trial installed another success of the application is the overall process design or relatively smooth, of course, can not be said to be perfect, but interlocking, one step will affect the final effect, this only when the operation of their own to realize more clearly.

Four, respect each user, in the ISO Quality management system elaborated six big managers then the first item is "The user as the center", unfortunately many claims passed the iso**** attestation The company does not really understand this principle. For the network, the contact with the customer is more information interaction, especially in the process of interaction, timely response, timely release should be public information, timely resolution of the user raised the problem is very important, only in this way to win the trust of users. It is also worth noting that the security of the user's personal information is protected, users in the application process will submit very detailed personal information, for this information, on the one hand to protect the good, on the other hand do not abuse, which is also a manifestation of respect for users, in short, to let each one be attracted to the visitors feel you are the intention, This may be the only way to get the user's final return.

This article is original (author qq:475897408)