1, drift bottle
Mode: put the information into a bottle, and the user will take the initiative to get the information and spread it out.
Essence: Push messages randomly.
Advantages: simple and easy to use.
Disadvantages: the pertinence is not strong, and because the purpose of users using drift bottles is to relieve boredom, if the marketing method here is incorrect, it is very easy to have a counterproductive effect and make users feel disgusted with brands or products. In addition, each user has only 20 chances to pick up bottles every day, so the chances of picking up bottles are relatively small.
Applicable products: well-known products or brands (not necessarily accurate, can be discussed in Zhihu), do the promotion of drift bottles, and expand the influence of brands.
Case: User interaction case of "Love Drift Bottle" of China Merchants Bank.
Case study: WeChat officially changed the parameters of drift bottles, which greatly increased the number of "drift bottles" thrown by cooperative merchants in a certain period of time, and the frequency of "fishing" by ordinary users also increased. However, if this method is adopted, it should be noted that the presentation of information must be flexible, and certain words and phrases are not allowed to be published. We must find ways to improve the effective response rate of users.
2. Location signature
Mode: put advertisements or promotional information on the signature file, and users will see it if they look for someone nearby or shake it.
Essence: it is similar to the road sign advertisement of expressway, and it is mandatory to watch.
Advantages: it is very effective to attract nearby users, and the conversion rate is relatively high if the method is proper.
Insufficient: coverage may not be large enough.
Applicable products: a store like KFC whose location determines its business.
Case: Hungry God, K5 convenience store WeChat signature file marketing.
Case study: Many shops with bad locations can actually use the function of "people nearby" to hook up nearby users to enter their own stores for consumption.
3. QR code
Methods: The user scanned the QR code, added friends and interacted.
Essence: the surface is added by users, and the essence is to acquire loyal users.
Advantages: being actively scanned by users at least proves that users are at least interested in your products, so it can induce users to have consumption behaviors in a targeted manner.
Insufficient: Users must actively scan.
Applicable products: products closely related to users (not necessarily accurate, welcome friends to discuss in Zhihu).
Case: Threesome Bone King Hotpot
Case study: The function of "scanning QR code" was originally used to "quote" another foreign social tool "LINE" to scan and identify another user's QR code and add friends. However, since the development of QR code, its commercial use has been increasing, so WeChat follows the trend and combines O2O to carry out commercial activities. This promotion method can attract some greedy and cheap users to come in and spend.
4. Open platform
Methods: Share the content of the website to WeChat, or share the content of WeChat to the website.
Essence: similar to all kinds of sharing.
Advantages: Because the relationship between WeChat users is closer, when the products in the product are shared by one user with other friends, it is equivalent to an effective word-of-mouth marketing.
Insufficient: product diffusion is more difficult.
Applicable products: products suitable for word-of-mouth marketing.
Case: Beauty said landing on the WeChat open platform.
Case study: users are willing to share what they see with their friends, so when the product is valuable, users are willing to share it.
5. Friends circle
Mode: You can quickly share the wonderful contents of mobile phone applications, PC clients and websites to your circle of friends, and support opening web links.
Essence: Imitating foreign product paths is a private social activity.
Advantages: Communication is relatively closed, and word-of-mouth marketing will be more effective.
Insufficient: it is difficult to carry out marketing activities.
Applicable products: word-of-mouth products, or small privacy products.
Case: Not yet.
Case study: Not yet.
6. Public platform
Methods: WeChat authentication account, brand homepage,
Essence: exclusive push information channel.
Advantages: the object of push is to pay attention to your users, so it is closely related; The arrival rate is 100%.
Insufficient: If users pay attention to 20 brands and each brand pushes you three messages every day, then these messages are a bit disturbing.
Applicable products: stars?
Case: WeChat official account's "Psychology and Life"
Case study: I once paid attention to Wang Leehom's WeChat WeChat official account. I said a word to him, and he quickly replied with a long voice, then said it again and ignored me. The same is true of this narrative of "psychology and life".
7. It should be noted that
We all know that the same group of people have different performances on different products (tools), and the feedback of the same content sent to Weibo and WeChat is quite different. Wechat users want more interaction and attention, but they actually have a heartfelt resistance to the promotion of marketing information. At present, there is a problem that many brands do WeChat marketing. They think that WeChat is used to push information, which is no different from Weibo and other marketing methods. However, when users pay attention to brand micro-signals, they are easily harassed. And many times, the WeChat content sent by the brand WeChat account is worthless marketing advertising information. When users are tired of this kind of information, users are likely to stop clicking on related WeChat links. Seriously, it will even delete the brand WeChat account and damage the brand image.
In addition, the brand feels that WeChat can achieve the purpose of "precise marketing" and "interaction". But the brand's understanding of "precision" and "interaction" is different from that of users (consumers).
The "accuracy" mentioned by the brand refers to a clear list of push objects, which can be selectively pushed; "Interaction" means "communication", which is one-way.
Users (consumers) think that "accuracy" means that when I have this demand, you give it to me, not what I used to like; "Interaction" means that when I have this need, you give me feedback instead of coming to chat up.