How to drain traditional merchant O2O

First of all, advertising, advertising history, the earliest advertising is a strong information asymmetry direct solution, in ancient times, there is a businessman sitting Jia's argument, the peddler is Vudaro sell cooking bread, originally people can not see the cooking cake booth, naturally will not buy, but because he shouted these two voices, voice out, business came. When I was a child, I saw the peddler drum, is to pick the Shrang to spread the sound signal of a way. Besides, sitting Jia is a respectable businessman with a booth or a shop, and they rely on a direct eye-catching booth, signboard, flag or cover to achieve visual communication. In a comprehensive sense, the earliest advertising is almost purely a communication function. It just tells people-"There's something to sell, something to sell here". And if there is demand, it will lead to purchase, and competition, almost all by Word-of-mouth. In an acquaintance society, almost all the details of any merchant are known to the customer.

As for the opening of new stores, China has been a unique propaganda culture since ancient times. For example, according to tradition, new stores usually have to set off firecrackers, in the South also see more "lion take green", set off firecrackers can let the sound to wear farther, lion dance will generally gongs, this is not only a good picture of Geely so simple, but in the opening of new stores to achieve a favorable advertising effect, played a propaganda, aroused the role of onlookers. Drums and firecrackers are the initial broadcast, the voice of the transmission of the force is far higher than the human voice, lion Dance is the earliest advertising. When the onlookers are free to watch the show, they naturally have to accept some extra information, which is the store's advertising message. Therefore, the purpose of advertising is very pure, is the message.

Advertising seems simple, but behind it there are three completely different ways to implement the transaction. First, refers to the direct implementation of the message, so that there is demand at the moment to generate the purchase of users. For example, a passer-by wandering in the street, feel a bit hungry, just heard the Vudaro sell cooking cake yell, bought to eat, this business naturally became. Second, if the user at this time there is no demand, that is, there is no desire to consume, such as a passer-by does not feel hungry, but in the street to smell the cooking cake fragrance, immediately feel that they want to eat, and then bought a meal, the business is made. Finally, if the passer-by was not with money, or really not hungry, also completely unaffected by the fragrance of the temptation, then did not happen to buy. It doesn't matter, as long as the information can be planted in the mind of the passer-by, making him want to eat a meal as soon as he is hungry, the business is done-even if it is not now, the future will lead to the purchase. The ad will therefore, so to say, advertising has three major functions: first, information transmission. Second, stimulate, ascend and guide desire. Third, occupy the mind. The traditional era of advertising is a process according to the above logic, to the internet era, advertising has two not directly promote the function of the transaction. One is the dissemination of self creation, one is the construction of brand personality.

What about the advertising now? The logic of advertising in the internet age is, a center, two basic points.

A center--Connect with customers

Two basic points--promote the dissemination of self-creation, promote the construction of brand personality.

Traditional business and customer connection is a long and complex process, and the internet age, the cost of establishing a connection is very low, once the establishment of contact, the brand's personality has been able to show the space, advertising has to mobilize the user to participate in the possibility, it is easy to occupy the user's mind, and, Has the opportunity to convey information and stimulate desire.

From this logical point of view, drainage is a very simple method of splitting--it is simply to lure the store into the shop or to consume it from the line. Offline drainage is the traditional advertising and marketing expertise-posters, flyers, mascots, stage show, these can be used, do not say. And the internet age, do O2O drainage points, it is from the connection began.

From the establishment of the link to the implementation of the transaction, the line into the line of the store under the flow of the process generally has three stages.

The first stage: to find ways to latent in micro-letter, micro-blog, forum, search engine online flow into the aggregation to their platform, generally refers to their own micro-letter public number, of course, can also be a person's personal micro-signal, or their own independent development of the platform and customer management system. Or, in combination with traditional offline advertising, find a way to get into a platform--or a poster, a flyer, a mascot, or a stage show--but now with a two-dimensional code, it's easy to get into the line, giving users a reason to sweep the two-dimensional code so they can connect with you.

The first stage is the hardest, once completed, then the second phase, retaining the connection, maintaining the continuous connection with the user. The first stage is the attraction period, and the second stage is the retention period. Users do not bother, do not go, constant contact is the minimum requirements, and if the continued operation of the dimension, enhanced contact, even if successful.

Third, realize the realization of the connection-to find ways to pull people from the platform to their own offline store. Both the first and third phases require a strong incentive to move customer action, and the second phase is to maintain the relationship.

In short, the whole process is like from love to marriage, from building relationships to buying. The first stage is the establishment of a relationship, which requires a strong appeal. The second stage is to maintain relations, do not make mistakes is the bottom line, if the sentiment is strong, to the third stage is like proposing, also need a strong impetus to promote. Of course, late one night stand can earn money, but the next morning the connection to break, became one-time. So, if you want to do a good business, and users have to be true love.