1. Drift bottle

Mode: put the information into the bottle, and the user will take the initiative to get the information and spread it out.

essence: push messages in a random way.

advantages: simple and easy to use.

deficiency: the pertinence is not strong, and because the purpose of users using drift bottles is to dispel their boredom, it is very easy to have a counterproductive effect if the marketing method is not correct here, which makes users feel disgusted with brands or products. In addition, each user has only 21 chances to pick up bottles every day, and the chances of picking up bottles are relatively small.

applicable products: products or brands that have gained great popularity

case: the case of "Love Drift Bottle" user interaction activity 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 businesses 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 it is not allowed to publish some kinds of words and cliches. We must find ways to improve the effective response rate of users.

2. Location signature

Mode: Put the advertisement or promotion message on the signature file, and users will see it when they look for people nearby or shake it.

essence: it is similar to the street sign advertisement in expressway, and it is compulsory to watch.

advantages: it is very effective to attract nearby users, and the conversion rate is relatively high if the method is proper.

insufficient: the coverage population may not be large enough.

applicable products: stores like KFC, where location determines business.

Case: Hungry God, K5 convenience store WeChat signature file marketing.

Case study: Many shops with poor location can actually use the function of "people nearby" to hook up nearby users to enter their own stores for consumption.

3. QR code

Mode: users scan the QR code, add friends and interact.

essence: the surface is user addition, but the essence is to get loyal users.

Advantages: The user actively scans, so it can induce the user to produce consumption behavior.

insufficient: users must take the initiative to scan.

Applicable products: products closely related to users

Case: Growth Enterprise Market of Fortune

Case analysis: The function of "scanning QR code" was originally used to "reference" another foreign social tool "LINE" to scan and identify another user's QR code to add friends. This promotion method can attract some greedy and cheap users to come in and spend.

4. Open platform

Mode: Share the website content to WeChat, or share the WeChat content to the website.

essence: similar to all kinds of sharing.

Advantages: Because WeChat users have a closer relationship with each other, when the products in the product are shared by one user with other friends, it is equivalent to an effective word-of-mouth marketing.

deficiency: product diffusion is difficult.

applicable products: products suitable for word-of-mouth marketing.

Case: Beauty said that she landed on the WeChat open platform.

case study: users are willing to share what they see as valuable with friends, so when the product is valuable, users are willing to share it.

5. circle of friends

mode: you can quickly share the wonderful contents of mobile phone applications, PC clients and websites to the circle of friends, and support the opening of web links.

essence: imitating the foreign product Path, which belongs to private social intercourse.

advantages: communication is relatively closed, and word-of-mouth marketing will be more effective.

deficiency: it is difficult to carry out marketing activities.

applicable products: word-of-mouth products or products with small privacy.

6. Public platform

Mode: WeChat authentication account, brand homepage,

Essence: exclusive information push channel.

Advantages: the pushed object is the concerned user, so the relationship is close; The arrival rate is 111%.

deficiency: if users pay attention to 21 brands, and each brand pushes three messages to them every day, then these messages seem to be disturbing people.