Business at physical stores has been declining, especially pronounced this year. Post the "Double 11" shopping festival, the market has been bleak and desolate. The core reasons are mainly: intense competition; significant impact from e-commerce; lack of effective marketing and customer acquisition strategies; profit decline due to platform fees; and heavy asset operation models, among others.
For each physical store, the reasons are numerous, but when analyzed, the core issue boils down to one point: a lack of customer traffic, particularly steady traffic. In other words, a lack of effective marketing and customer acquisition strategies.
For brick-and-mortar stores, marketing has transcended products and store locations to become a vital element for survival. Moreover, as traditional marketing methods like ground promotions lose their effectiveness, innovative marketing models have become indispensable. The core issue for physical stores in the marketing domain is essentially the "cost of acquiring traffic."
To address store operation issues such as customer acquisition costs and stable repeat purchases, the current marketing approach is undoubtedly "Private Domain Traffic." This issue, we share some practical operation experiences this time, hoping to help everyone.
One: Establish a community and formulate basic operational rules.
Private domain traffic relies on foundational communities, so it's crucial to prioritize building this foundation. When it comes to the basic rules of these communities, there are several points to keep in mind:
1. Roles of Community Members:
Group Owner: The owner and administrator of the group, who establishes group rules for all members to adhere to, maintains group activity, guides discussions, and removes members who私自 post advertisements.
Moderator: The guide of the group topic, also the interactor to boost the group atmosphere. To put it simply, the one who sends red envelopes.
Interactive Alt Accounts: Characters designed to boost the group atmosphere, known as hidden alt roles, to prevent lulls in the group.
Guests within the group, that is, the instructors, are the soul characters of community activity and the core figures in delivering valuable content.
Tutor: A role of service and guidance in closing deals, of course, it's also the core role in recruitment, and naturally, it involves fostering community engagement.
⑥ Group Members: Potential customers who join the group through invitations or other means.
2. Development of community advocacy.
The essence lies in the "bait" designed to attract potential customers, such as抢红包 (snatching red envelopes), participating in promotional activities at XX stores; grabbing opening ceremony gift packs, enjoying exclusive benefits as a member of the welfare group, etc. This is essentially the establishment of a clear "traffic guidance stance." Generally, the bait for joining a group revolves around what benefits members can gain, such as receiving gifts or accessing special discounts and welfare.
Friend Circle Value Creation.
Valuable content and event formats, such as "friend circle viral promotion," "liking," or "mass messaging," are strategically planned to attract users to join groups, with clear prioritization of the track.
