Editor's lead: In recent years, the advantages of community economy are fully demonstrated, and more and more people realize the importance of community operation. How to improve the transformation of private domain through efficient community operation for marketing promotion? The author of this article dismantled a case of a community sale activity in Luwei Store and summed up five community operation steps. Let's take a look. On the internet, the temptation is really too strong. It is really too little to take root in the field and concentrate on doing one thing. Many people always want to get better! Many people clearly know that they have learned a set of community marketing methods and mastered a set of community operation plans, but they always stare at their own bowls and others' pots, always hoping for a better and more practical community marketing method. Sometimes, even if you teach him all the detailed community operation plans, implementation steps, words and copywriting, he still feels that it is not good enough and needs to look for it again. That's human nature. After you tell him one method, he wants more and more powerful methods. A few days ago, there was a guy in a private domain operation case library who kept asking Luwei Store how to design the scheme. In fact, I told him all the methods, processes and steps of community marketing, but he still kept asking about this method and that method. The method I shared with him is a successful community operation case, with a maximum income of 251,111 a month and an initial fee of more than 1 million. Group solitaire method, sold hundreds of orders in 1 hours. It achieved a turnover of more than 31,111 in one day. In fact, success, very simple, is to move from success to success, and it is easier to succeed by copying the success of others. If you can take a community operation plan, disassemble each module in detail, and then refine every detail in each module, then you will know very clearly how to carry out your community marketing activities in each link. Ok, let's use this guide map of the community sale system to give you a detailed explanation of how the Luwei store can build a community sale activity that will detonate the whole city, with a monthly income of 1 million! First, the first step: drainage, how to drain customers? Drainage product design should have several elements: low cost, high value, relevance, high temptation, and the most important point is what customers want. 1. How did this pot-stewed restaurant use any drainage products? They designed a poster and put it at the door. The store specially sent an employee to shout at the door, telling passers-by that the store is now open for activities. Probably: scan the code and add WeChat to pay 1.1 yuan to get a bottle of coke, eggs and duck head, and you can also participate in the lucky draw for free when you join the group, and you can take away a roast duck with a secret value of 68 yuan for free at the highest. 2. Where do customers go for drainage? Remember, where the customer is, where the money is! What are the places with the largest traffic under the line? Nothing more than a supermarket, kindergartens and primary schools are placed at the school gate and the mall gate. What are the places with the largest online traffic? One is Tik Tok, and the other is a take-away platform. These are all automatic flows. Online drainage, when distributing leaflets at various traffic entrances, let employees send a message one by one: Our store has just opened and is doing activities. In xx, there are activities to snap up eggs and duck heads in 1.1 yuan, as well as a free lottery to send roast ducks. Do you want to join us? Online drainage, to shoot the video of the store activities and release it to the same city, you can buy doc+ to increase the whole video playback and increase the exposure of the store. Second, because the store has just opened and Tik Tok has just started to operate, it may not have a large broadcast volume, so you can find a local shop detective to promote it, about 1,111 ~ 3,111 yuan at a time, and their video broadcast volume is about 111,111 or even millions at a time. This is the video playback volume of the shop-spotter they are looking for in their store. One likes 1.4w, and the other likes 4642. Probably, the video playback volume reaches at least 111,111. Second, the second step: clinch a deal, how to clinch a deal with customers? Why do many stores do activities, but they still can't do it? Even if you attract many customers into the store, you still can't make a deal? The most important reason is that there is no atmosphere for activities! Whether customers buy or not has a very, very important human factor, which is herd mentality. When you see a lot of people queuing up and snapping up crazily, are you curious at this time? Do you want to watch? When I was watching, I suddenly found someone around me saying that this pot-stewed restaurant tastes particularly delicious, and it is basically marinated in one day. Do you want to buy some? Suddenly someone said that the duck head in this shop is delicious and has been eaten several times! At this time, will you have the impulse to buy and taste? Therefore, this store has done the following things to set off the whole event: the first thing: shouting at the door to attract passers-by, scanning the code to snap up; the second thing: creating the activity atmosphere of the store, banners, display stands, leaflets, ground propaganda maps, banners in the store, flower baskets at the door, etc. The third thing: putting a red envelope wall at the door and scanning the code to snap up, you are eligible to tear red envelopes, which has a 7.5% discount. The fourth thing: Shouting in the store, as long as someone recharges it, shouting, congratulations to this aunt who recharges xx to become a member and enjoys free of charge! Congratulations to this uncle for recharging xxx yuan to become a member and giving a roast duck for free! Third, the third step: lock the customer, how to lock the customer to recharge? The strategy used is very, very simple, so we use two tricks: the first trick: all products have membership prices and non-membership prices. As long as you buy a 68 yuan roast duck, you will become a member of our store, and all products in the store will enjoy membership prices. For example, the original price of duck head is 7 yuan, and members only need 3 yuan, the original price of duck leg is 12 yuan, the original price of member is 9 yuan, the original price of roast duck is 68 yuan, and the member price is 58 yuan. The second measure: as long as you recharge more than 3 times the amount, then send a roast duck for free! Recharge more than 6 times, and send two roast ducks for free. Fourth, the fourth step: chasing sales, how to chase customers? For those customers who don't recharge, or who are attracted to receive gifts by scanning 1.1 yuan and WeChat group, the front desk will tell customers that there are activities today. Tell them about the activities in Article 4. Because there is a slide-style gap pricing strategy and an atmosphere of on-site snapping up, then 81% of the people on the scene will choose to recharge! Why? Because it is cheap, the delicious duck neck and Huang Shanghuang will never be so cheap, and they will not reduce the price. Why? Because the prices of franchise stores are fixed, the headquarters has the final say in your activities! V. Step 5: Fission, how to fission customers? People who scan the code at the door of the store and consume in the store will have special customer service to serve these customers, put them into groups and interact. Because there is no interaction, it is impossible to establish a trust relationship; If the customer doesn't trust you, it will be difficult to close the deal. In fact, the interactive mode is very simple. Based on the experience of private domain operation in the past 12 years, I have summarized about 11 community interactive games. Each set of small games has methods, steps, words, copywriting, precautions and extended play. Then after interacting with the members of the group, we have established a preliminary trust relationship with everyone, and the community is active. After having a certain atmosphere, then you go to them to do a simple fission activity. In fact, they are still very willing to participate. This pot-stewed restaurant uses a simple fission method: one is solitaire, the other is courtesy, and the other is lottery! As long as the atmosphere in the group rises, many people's desires will be aroused. The customer service staff will send some tempting pictures and videos of the production process from time to time every day to let customers know that the roast duck is slaughtered and made in a single day, which is steaming and very fragrant. Every night, I shoot a sold-out video to the group, bask in the daily business income, let customers know how popular the products in the store are, and by the way, I will record some live customer witness videos to tell them how they feel after tasting the products, why they always choose their store to buy, and so on. With the witness of customers, the members in the community suddenly have a higher sense of trust and their inner desire to buy is stimulated. Let's see, the total turnover in July was 1.7 million, and the total turnover in August was 1.28 million. Do you want to know how this store makes millions a month? At present, their store has been established for less than a year, and through the equity model design+joining mode, it has joined more than a dozen stores a month, and one store receives an joining fee of 151,111 to 251,111. So where do the joining customers come from? One is from the physical store consumers, and the second is from Tik Tok. Because the product tastes good, is very popular, and knows how to market, do you think customers will be moved after they know it? Therefore, people often see some new brands on Tik Tok, publicize them on Tik Tok, create a very hot snapping scene, record videos and upload them to Tik Tok platform, and even publicize the matrix number. When others see that your business is booming and your products are selling well, naturally many people will leave messages at the bottom of the comments to consult about joining. Ok, that's all for today. The success or failure of many things depends on the details! Maybe I completely dismantled this case for you today, but if you carry it out, it may not be successful, agree? Because many details are not well controlled and the process is not well designed, it may be difficult to do the whole activity, such as your poster design, your heady essay writing, your community interaction atmosphere building, your drainage products, fission bait design, etc., which are the key to the success or failure of your whole activity!