Currently on the market pet stores, according to the frequency of doing activities, can be divided into three kinds:
One kind is never to do activities, mostly seen in stores with top traffic or completely will not do activities of the boss opened store;
Two kinds are often to do activities of the store, mostly seen in the high-frequency consumption or there is a playful boss opened store;
Three kinds are occasionally to do a activity, mostly seen in the store that wants to think of a play is a boss.
So which is better? Actually, there is no answer if you ask this. The right question should be which way is better for you?
Because other stores do a good job of the program, move over not necessarily applicable, the reason is that on the one hand, the implementation of the activities are not in place, of course, the more important reason is not in line with their own store, blindly do not only have no effect on the activities, will play the opposite role, so how do activities in the end to do in order to have an effect?
Before doing activities, we must first have a frame of mind, take to do activities, activities are not taken for granted to do, not to see others do a buy one get one free, feel that they can also come to do a try, but first of all, we must determine the purpose of the activity, and then set out the goal of the activity. According to the goal to determine the form of the activity, determine the form, finalize the promotion (i.e., exposure), follow up the implementation of the activity, if possible, but also to make alternative plans to deal with the unexpected situation during the implementation of the activity. To the end of the activity, the most important is also the vast majority of businessmen have ignored not to do, is the activity review.
Since the business, must want to do a long business, more and more good is the biggest wish of each store owner. After the activity review, the next time to do activities, we know what problems need to be avoided, what needs to be adjusted to optimize, do a good job of these, then the next activity will naturally be better than the last effect, once better than once, the store's business will be better and better, this is the value of the activity thinking framework.
According to the activity thinking framework, before we do the activity, the first thing to do is to determine the purpose of the activity, so what are the purposes of doing the activity?
There are roughly the following: attracting traffic, pulling up the payment, improving stickiness, increasing interest and increasing exposure. According to the purpose of the activity, the following program you can learn from the reference, modify the store applicable to their own.
Diversionary activities
More than 90% of the store owners the biggest problem is no guests or fewer guests, do activities to attract guests into the store, is the most urgent need, and attract customers to the store the most simple and effective way is to discount, here are seven diversionary activities program, please accept.
(1) Activity name: the new store opened with the number of days of decreasing discounts
Activity play: the first day of the opening of the new store, the whole 5 discounts, the second day of the whole 6 discounts, the third day of the whole 7 discounts, the fourth day to the seventh day of the whole 20% discounts, the eighth day to return to the original price.
Activity Note: Limited to just open the store, with the discount efforts to reduce the effect of diversion will be increasingly weak, which is a normal phenomenon. If the product quality is good, the service to keep up with the late membership model, the repurchase rate do not have to worry about.
(2) Activity name: the second half price
Activity play: buy a second copy of the same goods, 50% off.
Activity description: applies to high-frequency low-priced products (shopkeepers can bring to think about the store's high-frequency low-priced products), the play of this play to be the number of McDonald's cones the second half-price, there are a lot of people are rushing to the second half-price to go to buy.
(3) Activity Name: Timed Discount
Activity Play: 20% off on all purchases before 11:00 a.m., 5:00 p.m. to the evening consumption of a cup of milk tea.
Activity description: additional diversion to price-sensitive users.
(4) Activity name: the first one hundred to the store to send gifts
Activity play: store business day, the first one hundred to the store consumption of users to receive free gifts.
Activity Description: This activity is mostly seen in the store when the major nodes, such as National Day activities, anniversary and so on. By giving gifts, you can lock the day's flow of at least 100 people, to avoid the day due to low traffic to the store caused by the embarrassment.
(5) Activity name: three people, one free
Activity play: three people travel together to do pet grooming, washing and care consumption, one person to get a free qualification, which is essentially equivalent to a 6.6% discount for each person.
Activity description: activities applicable to low-frequency consumption in the grooming, washing and care service area.
(6) Activity Name: Timed 20% off designated dog breeds
Activity Play: For example, on May 2, poodle to the store all 20% off, May 10, bichon frise to the store all 20% off, May 20, corgi to the store all 20% off, and so on.
Activity Description: Timing to raise different breeds of dog customers to the store to consume some of the benefits of privileges, to promote consumption.
(7) Activity name: acquaintances to play 10% off
Activity play: let the user to leave a cell phone number to join the membership, and then a friend to consume, reported his cell phone number to enjoy 10% off.
Activity description: Acquaintance discount allows the user to have a face, when there are other people ask the user which store is better, he will certainly recommend this report his number can be discounted store.
Pulling up the paid activities program
Pulling up the paid is essentially to enhance the unit price, in the case of stable traffic, to improve turnover only through the enhancement of the unit price of the way, pulling up the paid can not be too much, or else it is to kill the chicken to get the eggs, the user repurchase rate is reduced, and ultimately, the loss is not worth the gain. Here are five pull up paid activities program, you can refer to the next.
(1) Activity name: consumption of 5 times to send 1 time
Activity play: during the activity period, consumption of 5 services, give 1 time.
Activity Description: Applicable to low customer unit price services, such as beauty care, washing and care.
(2) Activity name: Set meal combination
Activity play: the store's main food, combined into a set meal, such as buying the original price of 80 yuan alone, the set price of 75 yuan.
Activity description: applies to high-frequency low-priced products. If you often order takeout you will find that many stores will have a package price, for example, I often order a takeout, meat sandwich 10 yuan a, the skin 15 yuan a, packaged together to buy 20 yuan.
(3) Activity name: consumption of 200 yuan, twisting the egg once
Activity play: in the store to install a twisting machine, consumption of 200 yuan can be twisted once, to get a small toys of a furry child.
Activity Note: The amount can be adjusted according to the actual situation, higher than the normal unit price can be.
(4) Activity name: recharge rebate
Activity play: open the membership card, recharge 500, back to 100 yuan; recharge 1000 yuan, back to 300 yuan.
Activity Description: This activity is more common, the amount of recharge rebate according to the profit margin, don't lose on it.
(5) Activity name: full reduction or full delivery
Activity play: consumption of 200 yuan, minus 20 yuan, consumption of 200 yuan, send gifts.
Activity description: same as above.
Activities to enhance stickiness
Enhancing stickiness is to increase the repurchase rate of users and reduce user turnover. Many merchants do activities, have not paid attention to this piece, think pulling people, so that the user more rushed money, all is well, in fact, a long stream, is the real way to earn big money. How to make a long flow of water? Just do activities to enhance the viscosity, here are 2 activities to enhance the viscosity of the program.
(1) Activity name: buy one get one free
Activity play: buy one on the day of the event, give a second copy, the second copy needs to be the next day to the end of the event to receive, can not be received on the day of the event.
Activity description: the day of the event can not be collected, we should understand the difference between this activity and 50% off activities, the purpose is to allow users to have a second chance to enter the store, the second time to enter the store inevitably some people will produce other consumption, of course, take the user to go, so you need to test the rate of re-purchase to decide to choose which product to do the lead is more appropriate.
(2) Activity name: set card activities
Activity play: every consumption, a smiley card (or stamp), set five cards, get a free consumption of an opportunity.
Campaign description: If you often go to Starbucks to spend, you understand that they have engaged in similar activities, Alipay once a year to collect five blessings activities in the same way. The activity utilizes the psychology of people to do things to finish (sunk cost), if you do half will be uncomfortable. Once the user begins to collect cards, repurchase N times is very easy.
Increase the fun activities
Users consume in the store, hope to see is not a cold machine, but a humane store, such a store, even if the product service is general, but there is a sense of cordiality, the user is also happy to patronize the. Fun activities itself does not make money, and can not bring immediate results, but let the user happy, the purpose of the event has been achieved.
(1) Activity Name: Dice
Activity Play: When checking out, the user rolls the dice, rolls a pair of 1, free of charge, rolls the other pairs of 10% discount, rolls a pair of non-discounts.
Activity description: for occasions where the number of users is large, a king of hand will be launched among friends, regardless of the result, users will certainly be impressed by the store, in the discussion of the sound of the dice roll, the user left the store.
(2) Activity Name: Discount on Long Jump
Activity Play: Set up a standing long jump sticker in a wide place, and discount according to the distance of the long jump.
Activity description: the activity will cause onlookers, if someone jumps super far, the atmosphere all of a sudden up, do these activities is best to let the outgoing character of the store staff to guide, bake the atmosphere, do not cold.
Activities to increase exposure
Activities to increase exposure are a must for brick-and-mortar stores, compared to the cost of advertising, activities to increase exposure done inside the store, the cost is much lower, and the effect is also better, and now some of the Netflix stores rely on incentives for ordinary users to send content, properly saving a large amount of money in marketing and promotion. Here are a few activities to increase exposure program, you can collect Oh.
(1) Activity name: continuous retweeting tweets to enjoy a free beauty wash service.
Activity play: store tweets, let the user forwarded to the circle of friends, forwarded once a day, forwarded for 10 consecutive days, to the store to verify, enjoy free beauty care services once.
Activity description: essentially the process of accounting, assuming that the beauty care is 200 yuan, the user sends a circle of friends once the advertising cost of 20 yuan for 10 consecutive days, just to return to the capital. And send ten consecutive days, many times to brush to the diversion effect is much better than brushing once.
(2) Activity name: take a picture and send a circle to collect praise to send gifts or according to the number of likes to reduce
Activity play: the user to the store consumption, take a picture and send a circle of friends to collect praise, set 30 praise to send a gift, or set a praise to reduce 1 yuan, the upper limit of 50 yuan.
Activity description: It is recommended that we provide a good copy to the user to send the circle, the user's own proposed copy is not good, to help the user to think of a good copy of this work can not save, otherwise the activity is done, the effect is not, it is a bit of effort not pleasing to the eye.
(3) activity name: shoot jitterbug, send snacks (small red book the same)
activity play: the user released in the store to shoot jitterbug video, you can get rewards.
Activity description: At present, the daily activity of Jitterbug has exceeded 400 million, many stores can do promotion in Jitterbug, that is to say, the user shoots the Jitterbug, the store owner can come up with a product or service to give away, remember a word, as long as enough to give, let the user do what is not a problem.
(4) Activity name: public number article comments like the first three, send a two-person package
Activity play: in the public number pushed the introduction of a service tweets, do comments like the activity, invite friends to like the first three users to send rewards.
Activity description: online this activity tweets, reading volume will often be very high, in order to grab the first three, users will share to everyone around to ask for praise, especially three or four of the most intense fight.
(5) Activity name: price cutting activity
Activity play: similar to Poundland's invite friends to cut the price, to the specified number of people, the user can get the goods for free or at a low price.
Activity description: Here it is important to note is to choose a reliable bargaining platform, the experience should be good, the user in order to low-cost products or services, will let everyone around to bargain, invariably the store to do the promotion.
The above activity program, you can collect good, in case of emergency. Activity program has, it must be able to make the effect? Not necessarily, because the implementation is a difficult point, the implementation of this piece of not much to talk about, in order to give you a skill: to do activities can be done at a time to do one, you can also do more activities together, but remember not too frequent.
So the best effect of the activity frequency and rhythm is how? You can use this strategy, daily small activities constantly, once a month a large combination of activities. Activities can only be combined to maximize the effect, such as pulling new and pull up the paid activities together. When the user is attracted to the store, by pulling up the paid activities, so that they shell out more money, it will produce the effect of 1 + 1 is greater than 2. The best form of activity is the combination of activities, different activities for the purpose of the activities of each choose one or two, together, the user confused, this time, what you say is what.
Written in the last
Activity is like a stimulant, activity, the effect will be immediately apparent. The end of the activity, immediately back to the original form. How to pinpoint the relationship between activities and services is very important, do not rely too much on activities, and do not completely without activities. There is a saying that goes like this, "Iron still needs its own hardness." The ideal state is, in the store product quality and service are good, the activity plays the role of adding wings. Of course, there are users of your trust, which is based on the cognitive depth and breadth of the premise to create a long-term process.