How to do the planning and promotion marketing of medical beauty industry?
In 2020, live streaming became a new marketing trend in the medical aesthetic industry.
At the beginning of the year, because of the epidemic, the whole population began to talk online. Small videos and live broadcasts became the main form of communication between everyone and the community, and even characters like Luo Yonghao and Dong Mingzhu made waves in the live broadcasting world.
So how can the medical industry utilize live broadcasting and achieve marketing promotion?
Five Awareness - Circle CognitionEvery live broadcast, from the planning of the theme to the implementation and then to the final review, always embracing five awareness:
First of all, to recognize the show-. That is to say, find a good position of the program.
For the program, the main target is people who have a need to become beautiful. When it comes to medical beauty, many people are probably most worried about the price and safety. So the main idea of the program is to constantly remove people's doubts, plus bring them really affordable prices. It's not an exaggeration to say that many of the offers in each episode of the program are much lower than those in the corporate anniversary celebrations, which is the basic requirement for the program's fan base.
The second is immersion and enjoyment. This is the self-cultivation of the columns and anchors. Like double eleven Li Jiaqi's pre-sale live, in the moment he said "do not sleep, it is still very early", because he was completely immersed in his own live, he is from the heart feel that the time is still early, so immersive is really easy to pull the hearts of the people.
Then there's the shedding, the shedding of the live stream thing. In the limited time available, get more leads for your clients, more fans for yourself, more benefits for your fans. The last is experience - review, analyze the data to summarize the problem. Not afraid of problems every time, the fear is that each time there is no progress.
Three stages - marketing full coverageEvery live broadcast is divided into three stages. pre-planning, mid-execution and post-service.
First of all, for the pre-planning, according to each time the customer is different, customized differentiated selection of topics, the main idea is to highlight the customer's biggest advantage as a guideline.
The distance between the planning and the time of the live broadcast is best kept more than a week, to facilitate the preheating of the live broadcast. This preheating is very important, self media promotion, infomercial diversion, offline activities such as lectures to promote, there are many kinds of Baidu platform play.
Finally, it is the post-service, keep the heat process. The real-time coverage of the live broadcast, the editing of the later highlights and the maintenance of the fans in the live broadcast room, after the program is over, still maintain the rhythm of sucking powder.
Four forms - innovative new playOne: indoor face-to-face
The choice of indoor live broadcast topics is important, in the pre-live broadcast can be utilized to hot topics for the whole media matrix of the attraction, this mode is more suitable for the delivery of professional knowledge.
Of course, if you feel that this way is too formal didactic, indoor live can also be used in the mode of guest interviews, the early stage in the media can be voted on candidates, pick little brother and sister on the live broadcast, successfully attracted the attention of more people.
In addition, the atmosphere of a lively live room in addition to inviting guests, you can also produce some entertaining interactive links, such as boys and girls to answer questions from different angles, tearing sticker boards, guess the stars and so on. In terms of content, the appropriate weakening of the brand's marketing sense.
Two: outdoor store visits
This kind of live broadcast on the venue, service, environment requirements are very high, the store must be advantageous enough to play a role in the debut. You can choose in the customer anniversary, 618, double eleven, store celebration and other such marketing nodes, with benefits to attract more people to watch.
Three: media coverage
As the media identity appears, the goodwill of the fans must be soaring, a more objective point of view to create momentum influence, will be more convincing.
Four: anchor with goods
Anchor with goods is in fact the inevitable result of the live broadcast, e-commerce to meet the public's need for convenience in shopping, and in the extreme abundance of commodities, information is extremely overloaded, the consumer is no longer just the pursuit of diversified choices, but instead is hoping that there is someone who can help them to make a purchase decision. Then the anchor with goods, it greatly shortens the user's purchase path.
Today, live broadcasting is not only synonymous with medical banding and buying and selling goods, it is already a way of life, especially for Internet marketing, online and offline linkage and empowerment, which is a great help for the industry to recover in special times, and to a certain extent, it also helps the brand to increase the adhesion with the customers and realize more possibilities.