Attention to the headline number of the Wanqun Alliance, every day to harvest the most practical community skills dry goods. This article 3140 words, read the whole article about 6 minutes early 2020, a sudden new crown pneumonia so that the national entity industry suffered an unprecedented blow, originally the Spring Festival is the best period of time for the marketing of the entity store, but by the impact of the epidemic, people can not go out, the entity store stops operating, the business has gradually become dismal, so far, some companies are still in the " Stopping work" state, the resumption of work time is still uncertain. Originally by the impact of e-commerce, brick-and-mortar business is not as good as before, and the blow of the epidemic, and let the brick-and-mortar business worse, like a year, and even this "down". This epidemic for physical stores, in fact, in addition to fear, more should be the future of thinking. Rather than say that the plight is now facing the epidemic caused, rather than the development of the inevitable, the epidemic is only a catalyst to accelerate the process. If the epidemic, brick-and-mortar merchants still can't iterate the marketing model in a timely manner, embracing the online community, then even if the epidemic is over, the brick-and-mortar predicament is still there. Therefore, from now on, brick-and-mortar merchants should layout online community, open marketing channels, marketing breakthroughs. First, community marketing - entity store "life straw" community marketing, is currently a lot of entity store life straw, many enterprises have begun through the WeChat group, WeChat trumpet, circle of friends will target customers to WeChat small program or e-commerce mall online! Marketing. Many enterprises have also learned a lot of new ways to play, such as the establishment of community membership, through the membership model to stick to the customer, increase the community conversion rate. And many brick-and-mortar businesses have experienced tangible benefits, specifically, the following three points: 1, improve the enterprise's ability to resist risk many businesses due to the lack of timely transformation, but also in the original traditional marketing model marketing, customers buy that is to go, did not leave any information, so that the businessman lost the opportunity for secondary operations and transformation. And some merchants through the early layout, completed the transformation of the online community business ecosystem, not only successfully through the epidemic, but also improve the conversion rate, anti-risk ability has been greatly strengthened. 2, enhance the marketing data of the enterprise epidemic this huge mirror, can be said to be the traditional business operations, marketing, customer service model of the vulnerability of the exposure of the body without skin. Many traditional brick-and-mortar stores have collapsed to prove this point. In contrast, part of the business due to the timely construction of community ecology, very successful completion of the business model upgrade, the conversion rate during the epidemic increased by 120%, but also greatly enhanced the conversion rate, improve the marketing data. 3, expanding the brand influence of the enterprise through the layout of the online community marketing, brand influence will be able to break through the geographical limitations, and the real realization of the Internet. Through the Internet to establish a wider dissemination chain, the brand was exposed one at a time, the brand influence is also growing. Second, how to build a community marketing system for physical stores? 1, the initial planning community planning and physical store industry attributes, product attributes combined, only then, the business can quickly start, detonation of the community, at present, there are three types of planning: just high-frequency: for the main just high-frequency products of the physical store home, our purpose is to attract the target customers into the group, and through the operation of community, activate the customer base and with them, the community will be the first time in the world to attract customers. Through the way of community operation, we can activate the customer base and build trust with them, shape the value, and then realize the ultimate community cash. For example, fruit stores need to attract customers to the community through preferential policies, and ultimately output health knowledge in the community to increase user stickiness, and ultimately realize the realization of fruit sales. rigid low-frequency: for the main low-frequency rigid products for the entity store home, this type of customer is difficult to repurchase, the establishment of the community must extend the corresponding products, or joint other peripheral associated businesses **** with the operation, the exchange of resources, such as the establishment of the home alliance, a variety of home store joint community, complement each other's clientele; niche needs: for the main niche needs of the products for the entity store home, you can establish a community of the same frequency through the establishment of the content output system, attracting the same frequency of the community, the community of the same frequency of the products. Niche demand: for brick-and-mortar store owners specializing in niche demand products, they can attract customers of the same frequency by establishing a content output system, and extend customers to the national scope through customer fission. For example, some kind of calligraphy and painting community, first of all, to circle a group of accurate seed users, to this group of seed users to provide enough value, and then through the community fission way to attract a steady stream of customers into the group. 2, community positioning community positioning is the baton of the development of the community, but also the first step of the community needs to be completed. Community positioning is to figure out what you want to do in the vertical field of community, what advantages you have. If you start in the positioning to think of selling the product, then it is difficult to generate a sense of trust, why should users pay attention to your products? Therefore, you have to stand on a higher perspective, from the perspective of community vision design positioning. Your product or service is just a tool to help community members better realize their dreams, only with the right community positioning, you guide how to design community content, otherwise it is difficult to play. When designing the positioning, the following three dimensions should be taken into account: 1, user profile: you need to know the other person's gender, age, income status, etc., only then can you know who the users you want to serve are, so that you can carry out the positioning.2, the demand pain points: you need to know which part of the people you want to solve what needs, and then further upgrade their products and services to ultimately satisfy the demand.3, combined with the advantages: you need to know What exactly are your advantages, so that you can combine the advantages to create a unique value, more attractive value. 3, attract traffic traffic port, there are two main: one is online traffic; one is offline traffic. First of all, the online traffic, for many brick and mortar stores, really can rely on the traffic platform is not a lot, mainly WeChat QQ social software, Meituan, hungry, 58 Tongcheng and other life software. Want to attract more online traffic, it is necessary that you need to master the rules of the platform, design the corresponding play, improve exposure, so as to improve their own traffic their own traffic. There are two ways to effectively promote online traffic: content diversion: online diversion, through the heart of the copywriting, content marketing and other ways to let the customer heart into the group, through also with the help of inter-store heterogeneous cooperation, mutual diversion, such as other merchants to send a gift, the customer swept the code to enter the group, come to their own stores to collect the prize, etc., the customer will be imported into their own community. Full gift activity: There is another method is full gift activity. Consumers in the cooperative business consumption of XX yuan, sweep the code into the group to add the group master friend can go to their own stores to receive free prizes, on-site shopping guide to allow customers to spend a small amount of money consumption. Consumers will go to the community due to the need to receive prizes. Secondly, the offline traffic: for the offline traffic, on the one hand, we should do a good job of hardware configuration, the user can see, store decoration, health, the convenience of the consumer place, whether there is WIFE and a series of experience factors, but also to create a sense of sales by queuing and other ways. There are two ways to effectively promote offline traffic: borrowing the momentum of the holidays, taking advantage of the holidays or festivals, through the holiday traffic to the online community. Borrow the momentum of hot topics, by tapping into the public's attention to hot spots, to do hot activities to attract customers into your community. For example, the National Day to celebrate the activities. 4, community operations community has a traffic, we can carry out community operations to enhance user stickiness, to improve the late community realization of the conversion rate. Community operation rules include: lottery rules, group rules design, trumpet interaction, entertainment topics, discussion topics, sharing topics and so on. The community rules must be designed in advance and tested many times to promote the activity of community members. Specifically what actions we can do? Trumpet interaction can avoid the unfamiliar state of the group in the early days and enliven the atmosphere in the group. The group should also create timely topics to drive the group members to actively participate in the discussion, for example, sports merchants can be released in the group on the topic of weight loss, health, etc., to attract the attention and participation of the target group. Regularly engage in online thematic course sharing, so that community members to participate in community activities. 5, community cash community cash is the ultimate goal of community operations, physical stores want to realize the transformation of revenue, it is necessary to pave the way for the transformation of the previous set. For example, through the following three ways to transform: trumpet transformation. Release activities do not have to be released through the group owner, but through the trumpet release, to avoid group members think it is an advertisement to generate resentment. Limited time offer. By setting up limited time rush, limited time offer, group together, etc., the community members can be quickly converted. Sweepstakes. Design prizes, so that some customers free to win the third prize, and then through the participation of community activities free upgrade to the first prize, send favors to achieve the conversion. 6: customer fission we deal through the community, but the traffic is limited, sales are difficult to break through. It is necessary to allow customers to generate fission, constantly more customers to participate in the fission. 1, let the customer friends into the group, send a small reward; 2, the customer circle, send gifts; (than simply friends into the group, the incentive is greater) 3, the customer to bring friends to recharge, send rebate awards; (direct cash earnings, will be more attractive than the prizes) through the different incentive mechanisms to ensure that the customer can automatically fission, diversion to the More customers. Written in the end now online and offline marketing scenarios tend to converge, which is a kind of flow on the complementary, not only can increase user stickiness, improve user loyalty, the most critical thing is that you can save marketing costs, build a closed loop of business. Epidemic at present, the community has become a most favorable way to rescue businessmen, want to get better results, you need to follow the above 6 steps to complete in a practical manner, to build a new set of community system, detonation marketing. How do you understand community marketing? Welcome to discuss and exchange below! ---END --- Author|Mars Follow the headline number of the Ten Thousand Groups Alliance to harvest the most practical community skills dry goods every day. If you like my article, you may wish to like, forward, collect Oh! Follow me, private message reply community, you can get the latest community operation gift bag