at present, wechat has become the hottest and most extensive marketing method in China. In the era of national wechat, wechat marketing also came into being. How to create a perfect consumer experience in the era of micro-marketing is a brand-new world for catering business owners. Can enterprises profit from it? How to quickly grasp the core advantages and strengthen yourself under the general trend of WeChat marketing? The editor made a thorough analysis.
catering enterprises should recognize the value of wechat and deepen interactive marketing.
Follow the development trend of the times. For a long time to come, wechat will be a necessary tool for our lives. So what are the advantages of wechat? It lies in the relationship of friends, the target group comes from friends,
mobile phone address book, friends circle and social circle. Trust building in these circles is precious, which is also the purpose of WeChat marketing. Based on the strong relationship and reliability of WeChat, the trust is obviously higher than Weibo's concept of fans. As a social media, this is the biggest core advantage of WeChat, and the promotion rate on WeChat is as high as 91? This is higher than the reading rate of any traditional media and mobile media. Dyne Media, a micro-marketing service provider, put forward the consumption trajectory and behavior model corresponding to the new ecology of social media for the first time in China --BPICAS Dyne Model, that is, to create an image (Build) Positioning (Interest) communication and interactive service Connect &; Engage Action action Share, and realize the rapid spread of brand reputation.
At present, many restaurant owners are aware of the importance of WeChat marketing. However, due to the influence of knowledge structure, incorrect information and other factors, what they do is relatively simple or even rough. They regard WeChat as a tool to attract people nearby, and develop enterprises as personal friends. Obviously, they fall into a wrong path and lose big because of small. Imagine a WeChat user's impression of its brand when passively receiving harassment from nearby businesses, which is undoubtedly a bad review and blackening.
Micro-customer develops new customers with old customers. The editor of fission word-of-mouth communication brand
contacted Dyne Media, a domestic WeChat marketing company, and launched a WeChat solution for the catering industry (WeChat WeChat official account: Vcooline). This product is mainly based on the WeChat public platform, following the Dyne model, helping restaurants to maintain old customers and develop word-of-mouth marketing models for new customers, and locking users with electronic membership cards and coupons. And through the WeChat privilege reward to achieve fission communication, to expand the scale of enterprises, increase revenue, at the same time, establish a brand image, expand visibility, and constantly develop new customers; Coupled with fun games such as lucky roulette and scratch cards, it attracts users to get discounts and wins customers' goodwill, resulting in a large number of promotional coupons being forwarded every week, achieving multiple goals.
according to statistics, 61? Customers are recommended by existing customers, and the cost of developing a new customer is 11 times that of retaining an old customer; And customer loyalty decreased by 5? Corporate profits fell by 25? What is the success rate of new customers in promoting products? What is the success rate of selling new products to existing customers? The annual customer retention rate increases by 5? The profit will reach 25? 5? After a newly-installed old grilled fish shop launched a 31% discount coupon forwarding on WeChat with the theme of Tanabata. In a week, there were long queues at the door, and the fire was bursting. It quickly became famous in the surrounding area, and used this as an opportunity to decorate the corporate WeChat public account and distribute a large number of electronic membership cards to fans, which quickly accumulated tens of thousands of loyal customers and spread to WeChat friends circle with snowball fission, becoming a model of WeChat marketing and making a fortune.
generally speaking, online to offline, a micro-customer's WeChat marketing service, obtains the QR code through offline consumption, and participates in various value-added services with the help of the QR code of online WeChat, including scratch-off, big-wheel lottery, consumption coupons, etc., and promotes users' offline consumption through online behavior. This should be said to be the best marketing model with quick results in WeChat marketing, which can effectively improve the efficiency of word-of-mouth communication and obtain quick benefits. In addition, many large catering enterprises have put forward their own personalized needs, such as WeChat reservation, WeChat ordering, taking the number and equal sign, etc. Micro-customers are digging deep into the needs of the catering industry and tailoring the WeChat service system of catering enterprises to meet the comprehensive solutions of enterprises from marketing and service to brand and culture. In the end, consumers only need to go to the restaurant to enjoy the food, and the rest can be realized on WeChat, which is Tencent's ambition and the gospel of the enterprise.