Failure Forum Marketing Case Experience Summary

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Guide: Paper Media and network media, in the end which promotion effect is good? This is a convincing case to share, a look at the author is experienced people, through the paper media and local website marketing activities, the author summed up the in-depth, this article is worth the company staff to read, especially the planning department and marketing people.

I am in a clothing enterprise to do network marketing, the company has a lot of clothing products, but the location is relatively remote, in Wuhan, the city, is a combination of urban and rural areas, such a lot of our warehouse products sold out? We have done two marketing campaigns.

One activity is in Wuhan's largest newspaper published sales ads, the other is in the so-called Wuhan's largest local life forum proud to play ads. In order to distinguish the effect of the two activities, we consciously staggered the activity time, the newspaper activity ended 3 days after the forum activities began.

Have to say, we advertised in Wuhan Evening News is very successful, in addition to the first day of activity because of rain, only sold more than 20,000 dollars, the following days are very good results, the daily sales performance in more than 50,000, the highest day sales reached more than 90,000 yuan. Every day we are moving back and forth in the subway station, the clothing warehouse can be said to be overcrowded.

And the activities we do through the forum, the entire campaign on the forum, is 7 days or so, including the home page advertising, forum posts highlighted, channel page advertising, and so on, a total of more than 20,000 advertising costs, but the activity registration collected only 293 of the telephone, you can imagine, The number of people leaving the phone is less than our newspaper activities one day of popularity, the final to the scene of the customer can only be described by the empty. The whole activity down sales performance less than 20,000 yuan, even advertising costs are not enough, not to mention other product costs, human and material costs.

The brutal truth tells us that the same activities, through traditional media newspapers, we have achieved the intended purpose, and our forum marketing is failing.

Believe in a lot of people do network psychology, feel that the traditional media decline, network media gradually rise, but through the comparison of two activities, we found that this is not the case. Of course, the failure of activities does not matter, it is important that we can learn from the failure of lessons learned. Below, I also to the children's clothing special selling activities to do a summary of experience:

1, the different user groups determine the effect of the different activities

Through two of activities to buy the observation of the crowd, we found that the newspaper customers are older than 50 years old father mother-in-law, and can come over the customers are more than 30-year-old young mother. Mom and Dad basically do not work, they have ample time to take the subway, transit to our relatively remote location to come shopping. At the same time, their consumption point of view to cheap, affordable, so for us to the warehouse to choose the goods is to map a cheap. And the proud user group for white-collar women working, they basically have to go to work every day, basically do not have time to our relatively remote warehouse to come shopping, and their views on clothing consumption is not blindly cheap, more is the pursuit of fashion and brand, price is their secondary consideration. Therefore, this kind of preferential sale activity to their attraction also is not so big imagine.

To sum up, the characteristics of our activities: location is relatively cheap, cheaper, in the warehouse shopping. These characteristics determine the newspaper audience is more suitable for our activities, and the proud user groups and our activities target customers have access.

2, the audience coverage of the newspaper and the pride of the big difference

Traditional media seems to decline, in fact, his audience and social influence is still deep-rooted, such as our choice of newspapers daily circulation of 660,000, this audience coverage group is quite scary, basically can cover 10% of the population of Wuhan City. At the same time, now the newspapers and the internet tightly together, as long as the article published in the newspaper, Sohu, Sina and other dozens of mainstream portal sites are reproduced, the impact of these mainstream portal site can be imagined. In other words, the information I publish in the newspaper will be widely disseminated on the Internet.

and the opposite view Forum, our advertisement pastes from release to the end, total PV number also did not have 10,000. In other words, the most ideal of the state, and less than 10,000 people can see this information, in fact, the final intention to come over, but also 293 people signed up to participate. Finally to the scene to achieve a deal is even less. However, it is worth mentioning that the customers from the complacent, their purchasing power and the newspaper over the customer is much stronger, basically the unit price to be more than one times or so, this point and audience group's consumption ability and consumption point of view still have certain relationship.

3, Thousand Select million selected "Lucky" but "hit the shirt"

Our newspaper activities were held in May 2 January-May, 26th, and later the effect of the activity is good, and temporarily added a day. There are no major national holidays at this stage, and there is basically no competition from our competitors. and to buy activities selected in May 30月-June 2nd, this time period "looks very beautiful", both "Children's Day" children's Day, but also the Dragon Boat Festival, a continuous holiday for three days. Many people have ample time to come shopping. However, we did not think that light in a subway mouth, a reception of customers in the place, there are 2 do the same children's clothing special sale activities. There are other more convenient, more exciting other activities in the urban area, it can be said that this time period is the activity glut season, we this kind of location remote activities and other activities compared to the attraction is much less attractive, natural people are also less.

Therefore, I would like to advise you in the future if you want to plan similar activities, it is best to carefully select activities to cut the timing, although this activity looks like we chose the "Children's Day" "Dragon Boat Festival" this holiday, but because this time period is too hot, leading to our activities less a lot of attraction, Some of the potential customers that could have been transformed were diverted.

4, the Activity content plan has the exquisite

In the newspaper, our activity copy is to our children's wear The boss interview, tells us our boss "bumpy" entrepreneurial process, then said in order to "give back to society", carry out the special selling activities. The whole copy story is very strong, with a strong sense of generation, can be said to be very "soft" a kind of promotional articles.

And in the proud forum, our adoption is "forum body", that is, the use of network language elements more, the entire copy appears more lively, while in the post added a lot of clothing style pictures. These two different ways of copywriting is not only the needs of different media, but also to cater to different customer groups of the taste, itself does not have the upper and lower points, but the last fact proved that the use of interview-style soft, story-strong article The final effect of better.

Summary：

Of course, the same nature of promotional activities, the use of different marketing techniques, the choice of different media, the final effect is the difference, in addition to the above factors, there may be many problems, there is no spit happy forum, but we do not fully analyze our customer group characteristics, product characteristics, Blind choice of marketing methods, ultimately did not achieve the desired effect. Can only say that when this is money to buy a lesson, do forum marketing, not send a post, on a few ads will be able to achieve success, but need long-term management, full planning, grasp the opportunity, can say a successful forum marketing activities, inseparable from the right and wrong!

Author: Homemade car article source: Lou blog http://lusongsong.com/reed/1073.html