What are the three elements of physical store profitability?
1, product. 2. Flow. 3. Deal.
Product-what is your industry?
What is traffic? Traffic is the number of customers who can reach your store.
First of all, someone has to come. After people come, your products, your communication skills and your promotion methods attract them, which will bring a deal.
There are three ways to get traffic:
1, natural flow
2. Marketing promotion
3, word-of-mouth introduction
Natural flow is often determined by location, which is an objective condition. If the location is good, natural business will be much better, but the location is not good. What should we do?
Marketing promotion and word-of-mouth introduction, of course. Marketing promotion is to bring new customers, experience old customers and realize word-of-mouth introduction.
So today I will focus on sharing with you how to do marketing promotion and drainage, and the word-of-mouth introduction will be shared in the next few days. Before learning the method, we should understand the logic and principle of physical store drainage.
As long as the Tao and humanity are mastered, any marketing strategy is conceived, and many strategic models can be designed, all of which come from the understanding and cognition of Tao.
Tao is simply the law of nature, and human nature is the law of nature. Since Tao is the law of nature, it is very broad and extensive. What we need to know in marketing is the understanding of human nature.
Customers come to your store for three reasons:
1, most customers have the psychology of taking advantage.
2. Customers have herd mentality. For example, if two stores are together and there are many people in the family, everyone will definitely go to the one with many people.
This store has additional value, which deserves your attention.
As long as you can grasp one of the three psychology of consumers, you can easily design drainage methods.
Next, I will share with you the specific drainage methods.
Total *** 10 Drainage method:
Drainage method 1: Take out a drainage product, make no money, attract people first, then you add them to WeChat, or they consume other products, and you make a profit.
We often receive printed publicity color pages, usually printed by supermarkets or fruit shops. There are always several eye-catching products with extremely low prices, and the restaurant has launched a special dish on the poster at the door.
In addition to physical stores, 9.9 yuan's postage on Taobao is also for drainage, establishing links and increasing popularity.
Drainage method 2: Super gift drainage.
Fruit shop drainage, 5 kg of apples, as we all know, to buy in a fruit shop, at least near 30 yuan, a Tmall double-layer insulated glass and an electronic scale, with a total value of 100. As long as 29 yuan delivers goods to your door or pays cash on delivery, 200 bills have been printed and sent to the door of a business building. Finally, I received nearly 2000 orders.
Why are there so many people? Because a company has an average of twenty or thirty people. A person is the first to eat crabs and place an order with WeChat. Others will follow the crowd when they see real value.
The design of this activity: the wholesale cost of fruit is within 2 yuan, and the cost of 5 kg of apples 10 yuan. I'm a gift. The cost of the water cup is 10 yuan a little more, and the cost of the commodity is 14 yuan or so. Coupled with the labor of packaging and weighing, the cost of distribution (all in one park, many copies can be sent at a time) can still have a small profit.
But what we get is the accurate WeChat traffic of 2000, because people who place orders think they are cheap. If you sell fruit alone, you can't sell so much. Your fruit is so cheap that people think your apples are of poor quality.
The first thing everyone sees is an apple, and the second thing is fruit. As a result, their thoughts fell into the water glass. Many people think that 29 yuan won't lose money by buying apples for water cups, thinking that he took the water cups for nothing. These are gifts in kind.
A member invented a super gift model:
If she buys cash coupons from 48 yuan, her shoe store, she can get a 198 yuan thermos. Will you act when you see such an activity?
Why didn't anyone respond to your activity?
Because the gift you designed is unattractive or makes people feel worthless, you bought a voucher for 48 yuan, which can be used for shoes in the future. If the kettle is white, you don't spend it, and the shopkeeper still earns your money.
Because your coupons are bought with money, you will spend 80%. If the tickets arrive, your chances of going are only 20%.
For example, if you spend money to buy a movie ticket, there is a big difference between the movie ticket sent by the cinema and the probability that you will go or not.
Now, what are smart businesses giving at low cost?
Video website VIP annual card, you go to Taobao to search, it is very cheap, the cost is very low, as long as customers arrive at the store, all send one.
Especially young people, need this gift very much. Physical store drainage scheme 3: voucher drainage. You need to print some vouchers and cooperate with third-party merchants. You can directly print the voucher for him and talk about cooperation with him.
For example, those who sell electrical appliances can put vouchers in furniture stores. At the same time, you give vouchers to this furniture store. If you run restaurants, foot baths and KTV, you can issue vouchers at the front desk of surrounding hotels to find industries related to your customer base. You can tell him: you help me issue coupons and I will help you issue coupons.
Physical store drainage scheme 4: sponsor other businesses to drain gifts.
This is my exclusive design method-you find the surrounding businesses and tell their bosses that you can spend whatever you want there, and you can also send gifts and collect them in your store.
Don't be afraid of losing money. I'll give you a way to make customers pay the bill.
Physical store drainage scheme 5: cross-industry community alliance
For low-frequency industries, such as building materials, electrical appliances, glasses and flowers, it is suitable for community alliance.
How to share the community alliance in the later stage?
Because of the low-frequency physical store, customers no longer buy, and the referral is very slow. What should I do? I'll teach you a way to integrate other businesses into a community. Your customers may buy goods from other families and their customers.
Guests may buy your goods. You contribute 100 traffic, and each of them contributes 100 traffic. Doesn't it add up to thousands?
Physical store drainage method 6: experience drainage for free.
Children's education and training can be drained through experience courses, entertainment industries, such as amusement, KTV, bars and so on. Free trial is needed in the initial stage of starting a business, and free exercise is also needed in the fitness industry first.
Because of WeChat, everyone has a high probability of participating in free activities, and the paid experience is mainly aimed at the service industry or diversified consumer places.
What is a diversified consumption place?
For example, in the catering industry, individual items are free, but you can't just eat this one. On the whole, this shop is not losing money. But you remember this store.
Physical store drainage method 7: local red envelope group drainage.
A boss set up a group and insisted on giving 200 yuan red envelopes every day. Later, it was changed to a lottery. After joining the group, the boss added WeChat to confirm that the local mobile phone number can be reached. Although the initial investment is large, the later effect is obvious.
Physical store drainage method 8: customer forwarding drainage.
This is even more embarrassing. More than 400 group friends and 270 people helped her make friends. Can this drainage method have no effect?
what
She runs a maternal and infant shop and a beauty salon by the way. Hundreds of members help her make a circle and are directly filled with customers.
How to let group friends take the initiative to help you send a circle of friends-we will talk about sharing later.
Physical store drainage method 9: find a courier company to cooperate.
The data of the courier company is the most valuable. There are many local express delivery companies, and there must be many if you want to find them.
Many couriers have no habit of collecting information. If I were a courier, I would definitely collect the contact information of all recipients and senders, all of which are near the local area, which is very valuable.
You can buy their phone number and add their WeChat. Of course, I have the method of adding WeChat to let them pass, and I will share the method of adding customer WeChat to let them pass with high probability later.
Physical store drainage method 10: use free service for drainage.
Community supermarkets collect and deliver express delivery for residents in the community, drain and build communities to increase sales. One of our members runs a laundry, and the business is not very good. I will give him an idea. Hanging a "free sewing" sign in front of the store can help people in the community to modify pants and sew buttons.
Obviously someone came to repair it, and the other party was very grateful for the service, which obviously brought laundry business.
Understanding the law of human nature, the way of marketing-human nature