Using Millet marketing method to do the marketing logic behind the ROI 1:30

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Some time ago, listen to a home building materials electric Trader Juakiping teacher, tell him how to use a social media marketing way to do the ROI 1:30, a year's turnover reached 30 million yuan. And the method is in coincidence Millet Vice President Mr. Li Vanchang had mentioned "millet marketing law".

Although after a long time, I still thank him for sharing, let me clear a kind of marketing thinking. I have had this kind of marketing thinking before, and I have not consciously done it, but not clearly.

This is the benefit of learning and sharing, my learning methods may be different, I will not listen to forget, if I realize that this is a very valuable model, I will repeatedly to listen to, or even more than 10 times, constantly thinking, and then become a law of their own cognition.

Actual combat things tend to be dry, unlike some pure theory of things that blow marvellous, but because of this, it can be landed, and need to invest a great effort to carry out, so as to achieve results.

I am interested in a few points:

What is social media marketing, which is based on social (communicative) marketing (business).

Stream of people-information flow-business flow-capital flow: Based on communicative purposes, we are in the social media activities, such as micro-bo, micro-letter, and so on, playing more people, there will be natural flow, there will be a stream of people after the flow of information (many of them will send things), the flow of information will produce commercial value, the formation of business flows; When there is commercial value, money flows are generated. Four dynamic lines constitute the entire business ecosystem ... Anthony Teacher said very fine, very specific, space is limited, I do not book full text, there are recordings and PPT, interested friends can find me.

I think the essence of one is how to make users, from scratch to achieve from 0 to 1, and how to train users, how from 1 to 10.

This is not just an Internet marketing strategy, and I was talking to a senior marketing person about how to "do it" for a new cosmetic company, with the idea of "how to bring them the first batch of users."

For a new brand, or a newly established company, may face the biggest problem is how to get the first batch of customers, from scratch is the most difficult, once a breakthrough in the first step, the pace of the latter is relatively easier.

In the absence of an extension of the story, you may think that these two points seems to be very simple truth, but there are many strategies and ways of thinking.

First look at the Anthony Teacher's moves:

Mr. Li Vanchang, vice president of Millet, wrote in the article "The Iron Triangle of Millet Word-of-mouth":

"In the past, before the social media boom, word-of-mouth spread of products, all happened in very small groups, such as a barber shop inside, a few are perm to talk to each other, said a product is very good, very cheap, very cost-effective ..." This is the traditional sense of the user word of mouth, to create product Word-of-mouth channels.

In the past, through word of mouth to build a product and brand Word-of-mouth process, very long. Enterprises in this process if not using traditional advertising and other marketing tools to quickly build brand potential energy, often is not feasible. So for the traditional approach, to create a word-of-mouth process is often first through the traditional method of advertising marketing, first to the user forcibly instill a brand concept, and then let users in the purchase and use, slowly through word of mouth word-of-mouth transmission channels, so that the product brand reputation precipitation down. ”

How to make users mandatory?

Anthony is engaged in the home building materials industry, vertical forum marketing is required channels:

"As a new business, you settled into a forum, even if you pay advertising fees, but also basically no users to ignore you, because you are a newcomer, you do not have fame, on top of your historical users, so the first stage is to solve the problem from 0 to 1;

As Mr. Li Vanchang said, according to the past play, certainly not, the early stage to through the traditional advertising first to start the market; there are two ways to do this:

One: direct marketing activities, production of customers; this stage of marketing costs, do not consider input-output ratio, the effect will be very general, the purpose is to make this forum with your users (special attention, to serve this group of customers, otherwise they will bring you a great disaster);

Second: The sponsorship of public service ads, the public service ads here refers to some of the activities of the Forum, such as stepping on the floor, trial, online quiz, etc., do not begrudge your advertising fees, these fees will be translated into your brand of posts, for the Forum precipitation. ”

The truth is easy to understand, but a lot of boss's thinking can not turn, because the key here: like the above marketing activities may have invested 10,000 yuan, but if from the pure sales, revenue point of view, the effect will be very general, not make any money, and sometimes may be a loss. At this juncture, the boss can not stand, because there is no marketing thinking.

Here I will be more intense, and ask some bosses to Haihan. A lot of the boss began to self-employed, put stall thinking, before often heard Jingdong, every guest, only goods and other electric companies, did how many billion has not realized the profit, I am odd strange, has done so many not to be profitable, Lao Tze put on the overpass, a pair of slippers cost 5 yuan, sells others 15 yuan, Lao Tze from "the Company" The first day since the establishment of profit, how can not be profitable?

Doesn't that sound funny? You open a hotel, transfer fees, decoration costs, equipment, rent, labor, etc., you can recover the cost in one day? But in the actual business activities, many bosses do network marketing, marketing is so short-sighted, hope to do online marketing on the first day of profit, or the first month on the profit, and not a systematic thinking , but also do not understand that each stage to achieve the marketing goals are also different. Tips: This article by the Network Marketing real person Liu Yutong original, want to see the author more articles please visit Liu Yutong blog. Please retain this copyright information when reproduced.

Here are some examples to illustrate:

I have helped a water purifier company planning how to open up the situation through network marketing, at that time, the situation is basically poor, the brand no one knows, the product has been backlog in the inventory, there is no real bright spot, want to redesign products according to user needs, the door is not, the first inventory cleared.

At that time I found the biggest problem is that this thing is basically a single did not sell, that is, no customer cases, whether the end user, or join the investment, even a successful case is not, who dare to believe you? At that time I thought of a way, anyway the product lying in the warehouse is also sleeping, I asked the boss a Conservative plan, contact some restaurants , banks, schools, brand building materials stores, and so on, first free to their use, if they spent a period of time satisfied with the money, or simply give them to use, and to give them a written quality commitment.

I told the boss the purpose is clear, is to create the first batch of customers, more importantly, this also directly creates a number of convincing success stories, you put these costs as advertising fees, if you make an advertisement, may cost more than this.

At that time I was studying at a training institute found there are many students, drinking a very large amount of water every day, I said that the boss if you think the scheme is feasible, I can help contact the medium and large training, see can install a few water purifiers, the boss is very happy: "Xiao Liu, your idea is very good, very reasonable!" you talk to them, We give them a discount, or we rent them first ... "I hear, the heart is cold half, still don't understand my situation?" Now is to create the first batch of users and successful cases, you are now given to others, people do not necessarily want to, but also worry about you this thing in the end, so many people, drink will not be a problem, There is a problem they have to be responsible, so I said not only to others for free, but also to take the initiative to provide written documents to bear the responsibility.

Again, I have a colleague is to do Baidu bid promotion, his former company is to do health care products, I asked him how much input every day, he said 60,000 yuan a day, one months to invest 1.8 million yuan, I asked: "Then you can do by bidding for one months how much sales?" He said more than 1.9 million, I said: Ah ... So you're in the breeze? He said: "We do not rely on the first order to make money, we are relying on two times marketing to make money, if we rely on the bidding of new customers, in this industry is not going to do." "I understand that they bring new customers by bidding, and that the threshold for new customers is very low, but once these customers come in, grab them and use customer service to do the repetitive shopping." (Details do not say too much: customer service must be very strong, to do the work through, for example, the first purchase, if the user feel that there is effect, persuaded them to continue to buy, if the user feel that the effect is not obvious, tell them to take a number of consecutive courses will have a good effect, if not adhere to it is too bad ...

A good model, manufacturing users and the development of users close to the union, after manufacturing the user, the training user is more important, can create the value the link, the training user also must speak the mentality, for instance I use the network marketing to create the new customer, but the boss also thought that we drew the customer not to be many, the sale is not big, regards the vanguard force as the main part We do only the front-end work, the front-end work well, no strong backend, the company is not to make a lot of money.

The customer needs research through, serve well, retain, create a lot of repeat purchase or referral, this part of the value of high.

Manufacturing users also have different strategies, the founder of the Business Road, Polomido teacher cited an example, they recorded the training session CD-ROM promotion, is used to attract new customers, pricing 398 yuan, he called the front end, do not expect to sell this money. But why not send it for free? Because of this cost, he can in the promotion of the money to death, Baidu is burning money, why he dare to hit tens of thousands of yuan a day? Because he does not rely on the front end to make money, as long as to make customers understand him, know him, experience him, have the first group of customer groups on the line, and you are relying on the orders brought to make money, Can you burn him with the money? As long as the front end attracts customers to experience the product, he has a mature model on the back end that will allow them to pay more.

Super Magic Network Marketing founder Wang Zijie teacher, will make the user, develop the strategy of the user to deduce more ingenious:

Wang Zijie has a student who has opened a new baby swimming pool, and the usual way to attract users is to send coupons or leaflets. And Mr. Wang helped this student to design a very ingenious model, made a membership card, face value 300 yuan, and the ground merchant cooperation, only sells 30 yuan. This card original price 300 yuan, once 60 yuan, can swim 5 times, but now as long as 30 yuan can swim 5 times, many people feel too value, will buy. Because summer has come, many customers already have swimming demand, now have such a cheap, why not accounted for? Some people ask why not to send it, there is also a trick, free things people are easy to, but do not cherish, you call him, he felt that he did not spend money, may not come, but as long as a little cost, People don't want to lose, they want to come over.

The early 30 yuan is not profitable, make money from the follow-up service. More subtly, it also uses a tracking pin to lock up customers: Customers come, and then stimulate them, if they recharge 200 yuan, send 1000 yuan, it is equivalent to charge 200 yuan, can be used as 1500 yuan, which makes customers feel too cost-effective, have to recharge, so that further lock customers, locked the follow-up consumption.

Training users to do the ultimate, is Wang Zijie teacher cited a case, many years ago there is a well-known health care products brand-three oral liquid, selling the general health food, how to open the market? Give a group of products to a community first, many old people to listen to free, all queued up to rob to, this made the first batch of users.

1000 sets of products sent out, even if the product effect is not outstanding, but according to the probability, there will always be one or two people after taking the effect (whether it happens to be). Then try to find these one or two people, packaging them, said later we sponsor you, you will be free to drink our products, but you will be the real identity to help us publicize. Mining to these one or two users, then began to hype: the community a 302 of the Liu aunt, the original health is not good, drank our three oral liquid, now the waist does not hurt, the leg does not hurt ... Because it is the case of the people around, flesh and blood, and can see every day, the whole community believe, see, touch the example, make people swarming, go to buy. Three oral liquid in the same way in the national market Rapid replication, a year unexpectedly did the sales of 6 billion.

I think I've made it very detailed this time. Work need to gradually repair, a brand new brands or products, in the open market, how from 0 to 1 manufacturing users, and how 1 to 10 to cultivate users, the truth is simple, the principle of understanding, how to do, can evolve a lot of strategies and methods.

Author information: Liu Yutong, Network marketing strategy researcher, 4 years Consumer-to-consumer operation experience, 4 years of corporate network marketing experience, focus on SME network marketing, is currently an environmental protection company network Marketing planning director. Formerly known as: Liu Jinwei, selected floor Network marketing expert Kun Close disciple, that is renamed to Liu Yutong. Personal micro-signal lxw3596627, welcome to share the actual combat content. Copyright NOTICE: Welcome to reprint, but please keep the original author information, thank you.