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.

Disadvantages: the pertinence is not strong, and because the purpose of users using drift bottles is to get rid of boredom, if they do marketing in an incorrect way here, it is very easy to have a counterproductive effect and make users feel disgusted with brands or products. In addition, each user has only 20 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: China Merchants Bank's "Love Drift Bottle" user interaction case.

Case study: WeChat officially changed the parameters of drift bottles, which greatly increased the number of "drift bottles" put in by cooperative merchants 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 certain kinds of words and cliches are not allowed to be published. We must find ways to improve the effective response rate of users.

2. Location signature

Mode: put advertising or promotion information in the signature file, and users will see it when they look for someone nearby or shake it.

Essence: it is similar to the road sign advertisement of expressway, and it is mandatory to watch.

Advantages: It is very effective to attract nearby users. If the method is proper, the conversion rate is relatively high.

Insufficient: coverage may not be large enough.

Applicable products: a store like KFC whose location determines its business.

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

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

3. QR code

Methods: Users scanned the QR code, added friends and interacted with each other.

Essence: the surface is added by users, and the essence is to acquire loyal users.

Advantages: it is actively scanned by users, so it can induce users to produce consumption behavior in a targeted manner.

Insufficient: Users must actively scan.

Applicable products: products closely related to users.

Case: Fortune Growth Enterprise Market

Case study: The function of "Scan QR code" was originally used to "reference" another foreign social tool "LINE", which was used 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

Methods: Share the content of the website to WeChat, or share the content of WeChat to the website.

Essence: similar to all kinds of sharing.

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

Insufficient: product diffusion is more difficult.

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

Case: Beauty said landing on the WeChat open platform.

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

5. Friends circle

Mode: You can quickly share the wonderful content of mobile phone applications, PC clients and websites to your circle of friends, and support opening web links.

Essence: Imitating the path of foreign products is a private social activity.

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

Insufficient: it is difficult to carry out marketing activities.

Applicable products: word-of-mouth products, or small privacy products.

6. Public platform

Methods: WeChat authentication account, brand homepage,

Essence: exclusive push information channel.

Advantages: the pushed object is the concerned user, so it is closely related; The arrival rate is 100%.

Insufficient: If users pay attention to 20 brands and each brand pushes them three messages every day, then these messages seem to disturb people.