The promotion and marketing plan that the physical store industry must pay attention to

The physical store industry has become more and more difficult to survive in recent years, due to the diversion of online customer sources and the reasons for the epidemic.

Many brick-and-mortar stores have been closed one after another, and the promotion channels of the brick-and-mortar industry are mostly offline; for example, traditional methods such as distributing DM orders and advertising in offline business districts are now more and more customers want to know how online channels come to be. To obtain customers, and then expand online channels to achieve drainage and promotion.

However, if you want to start an online business, you need to develop effective solutions based on current customer pain points. Next, we will take you to understand in detail.

1. Pain points of retail customers

1. Poor brand awareness: mainly because of the limited scale of various aspects, and the excessive fragmentation of the industry’s publicity and marketing, it is difficult to establish a brand image of its own for users, although it is often said that some promotional activities are not rare. Few users know that they have not created their own brand image, resulting in a lack of influence on the brand for users.

2. Difficulty in acquiring customers: In the past, the way of acquiring customers was mainly relying on the flow of people around the store to acquire customers. How to drive consumers to actively come to the store to consume or place orders directly on the Internet, and directly bring customer flow to the store has become a problem. A tricky thing for brick-and-mortar store owners.

3. Poor repurchase rate: In fact, many customers of offline physical stores are one-time consumption. How to cultivate a loyal customer group in your store, and use later activities to stimulate secondary consumption through marketing planning to generate repurchase behavior is also a problem. It has become a nerve-racking thing for brick-and-mortar stores.

2. Wechat Moments Resource Recommendation:

At present, the largest number of platform users should belong to WeChat. The monthly active WeChat has reached 1.225 billion+, and the daily activity of the circle of friends has reached 750 million+; it has a very large number of users, covering almost the entire Chinese mobile Internet user group, and It can accurately target users and effectively reach the target population. It is a very good choice for an online promotion channel for the type of store to divert users from the surrounding area of ​​the store to the store’s consumption experience.

3. How to do the form of marketing activities

1. New store opening: When opening a new store, many brick-and-mortar store owners will use promotion methods such as full discount activities/preferential promotions/immediate discounts; they can quickly build the store’s reputation and quickly let surrounding users know the store’s main products and products. Store features, etc., use the gimmicks of new store openings combined with preferential activities to quickly attract users to the store, and increase the influence and exposure of the store in the surrounding area.

2. Festival marketing: Now whether it is offline or online, various marketing points are used, such as various forms of activities/festival marketing/anniversaries, etc.: by combining marketing gimmicks to make in-store discounts Activities, or the introduction of special activities, etc., through such marketing activities to attract users to the store to consume, can help business activities and quickly promote conversion effects.

3. Brand promotion: You can enhance your influence on the brand by sending brand introductions and preferential activities; you can quickly promote brand activities and promote brand awareness and influence, and precipitate your own loyal consumer groups. Through various private domain operations, etc., users are continuously stimulated to repurchase behavior.

4. Store promotion: Using store promotion information to attract users to the store can play a joint promotion role for shopping malls and stores.

5. Membership marketing: By using member welfare activities, not only can old customers make repeated purchases through such activities, but also new members can be absorbed to play a role in remarketing.

4. Marketing customer acquisition link recommendation

1. Distribute coupons

High exposure of advertisements can be achieved through the strong user volume of WeChat Moments, precise targeting by setting high potential users within three to five kilometers around the store, and attracting users to click on the advertisement details page through the copywriting on the outer layer of the advertisement combined with preferential activities. You can directly receive coupons, and with the coupons, you can directly go to the store for consumption verification or online payment.

2. Small program online order

Through the exposure of Moments, users can click on the advertisement to enter the applet, and they can directly place orders and pay online, complete the transaction, and accumulate their own user groups, which is convenient for later activities or repurchase actions.

3. Follow the public account

Promote the opening of new stores through the exposure of WeChat Moments, attract users to click on the outer advertisements to enter the promotion page through the gimmick of new store opening, and directly focus on users’ pain points to guide users. It not only solves the difficult problems of customers in dealing with after-sales, but also can take this opportunity to directly form fan precipitation, and later through content and other operations to form private domain traffic to carry out Effect conversion.

4. Member registration

Expose brand activities through advertisements in WeChat Moments, and use the crazy low price of Decisive Battle 12.12 on the outer copy of the advertisement to attract users’ attention. Click on the advertisement details page, and the exclusive membership benefits reflected on the landing page guide users to directly fill in the information to register as a member. Enjoy, with the membership card, you can directly go to the store for consumption or directly place an order online to pay, use member benefits and other activities to stimulate repurchase, and directly go to the store for consumption verification or online payment to directly promote conversion transactions.

Five, excellent case sharing

The customer is from a well-known hot pot chain restaurant in Jinan. The outer layer of the advertisement adopts a more attractive food multi-picture style. The rich food pictures on the outer layer enhance the user’s visual effect and attract customers’ attention to click on the details of the landing page. A 68% discount is offered to attract users to pay attention to the official account. By channeling traffic from the public domain to the private domain, and cultivating users, remarketing actions such as later repurchase can be promoted.

The above types of marketing links are the ones that physical stores do the most and have the best effect. It is suggested that bosses can choose the promotion method that suits them according to their actual needs.