A Case Study of WeChat store marketing
A Jianghu restaurant, with 25 tables and only one waiter, relies on customers' "self-help" to serve and choose dishes. Don't worry about the store, the guest officer got it. 95% of the orders of this physical store come from WeChat, and the monthly revenue in summer exceeds 1.5 million. Some people boast: Boss, you have done a good job in this O2O! The boss paused: What is O2O?
Boss Chen Xingyu, born in 1985, loves to play games and is at a loss. His restaurant is full of temperament, from tepid two years ago to four branches now, Chen Xingyu said, all of which are played by WeChat.
"I'm going to open a flagship store in Nan 'an this year." When he said this, Chen Xingyu showed the temperament of * * *. "When the time comes, try to use WeChat to place an order, so as to save the cashier."
Wonderful:
25 Zhuo shop
Five employees don't bring tea.
Opposite Chang 'an Hospital on Jianxin East Road in Jiangbei District, there is a row of food stalls. Among all the shops, there is a restaurant called "fishing for dragons and stingless crucian carp", which is easily overlooked. Light box advertisement A row of LED lights is broken. Except for two glass doors with advertisements, the aisle for customers is only 1.5 meters. When the reporter went to interview, he walked back and forth twice to find the door. Fortunately, there is a hole in the shop. Entering the door and going upstairs to the corner, the poster with the QR code is very eye-catching: scan the code and add WeChat, all 8.8 fold. This shop is strange. The rooftop is on the second floor and the backstreet is on the next floor, so there are 25 tables. Although the facade is small, the business in summer is enviable.
"The main products are stingless crucian carp and griddle. 95% of the orders come from WeChat, with 5 employees, of whom 1 is a waiter. They don't pour tea, they just send and receive menus and clean up. " Chen Xingyu said that during the peak season, the flow of water can reach 1.5 million a month, and it is a bit deserted in winter, but from time to time, some corporate executives are friends of WeChat.
Find:
It all depends on wechat
A dish has been burning for three months.
When the pavilion was first opened, Chen Xingyu also took the traditional route. After handing out leaflets to advertise cars and turning them over three or five times, the retirement fee of 65,438+10,000 yuan will bottom out. 20 12, Chen Xingyu guards this tepid little facade. "Our store is small and crowded in a bunch of food stalls, which rarely attracts attention." Chen Xingyu said that it was not until the beginning of 20 13 that he started doing business with WeChat under the guidance of his friends.
At the beginning, dozens of friends were able to make a "wonderful" dish for three months. "In April last year, an old customer suddenly wanted to eat tomato-flavored fried loofah. I just asked the chef to make it. The customer was quite satisfied and sent it to WeChat immediately. As soon as the friend forwarded it, the next day someone named to eat' tomato fried loofah * * *:/* *'. " Chen Xingyu said that this black dish was popular in restaurants for three months, which also showed Chen Xingyu the power of WeChat. "I am not afraid of small shops, I am afraid that there will be fewer explosions." Later, Chen Xingyu let customers scan the code through discounts, pay attention to it when entering the store, and think hard about how to play with customers every day.
play
"There are many dietary choices that can bring happiness to diners and will become the first choice." Chen Xingyu said that it depends on highly interactive games. Through playing, in just one year, his WeChat friends increased from the initial thirty or forty to thousands; The turnover ranges from three or four hundred yuan a day to more than one hundred and fifty thousand yuan in January during the peak season. ...
Play 1: Play WeChat with "Store Soul"
Key points: Don't write a paragraph by opening the private account of the official WeChat account like a person.
Merchants who play WeChat must have a sustainable "store soul", such as Jin Jingmei's buyer show and the blind date show of pigeons. "My characteristic is that diaosi loves to play and blow." Chen Xingyu determines the route, and gives benefits while playing every day.
"Playing with customers, the official WeChat account is not good, no one looks at it, but it depends on the private number, but the private number is also personalized." Chen Xingyu's first step is to tell stories and write jokes. He is good at amusing customers with self-mockery. There are no more than three jokes every day. He never plays hard and wide. Sometimes he criticizes a dish as bad as a customer and personalizes his private number.
Play 2: You must have Miba to play WeChat.
Key points: give gifts when you hit the top three together.
"In addition to blowing the wind, this private number also likes to play games. It is better to be happy alone." Last summer, Chen Xingyu invited his WeChat friends to play the mobile game "China Strike Force" and the airplane competition, and announced the results once a week. If he exceeds his top 40, he gives a peanut, and the top three give free food. As soon as the game is online, people add friends to chat privately every day: Boss, where am I today?
Besides, every time there is a new dish in the store, Chen Xingyu posts the name of the dish on WeChat. If you choose a name, vegetarian dishes can be free in the store for life, and meat dishes can enjoy a high discount. Zhong Yujiao, the customer whose name was selected, won the right to be a vegetarian for life: "I have eaten enough for a summer, and the key is fun!"
Play 3: Play WeChat offline.
Make the menu into an answer sheet. Please give a short answer when ordering.
"Everyone on WeChat calls me * * * diaosi boss, and the restaurant should also implement the * * * diaosi route." Chen Xingyu said that online and offline, he made the menu into an answer sheet: the multiple-choice item is 12 fixed main course, customers only need to tick the dish, and the short-answer item is side dish, so customers can mix it at will according to the mobile ingredients provided on the blackboard every day in the store. On the answer sheet, the boss's friendly note: fill it in carefully and you can use pinyin instead.
"Many customers' menus will be photographed on WeChat communication." Chen Xingyu said that because of relying on WeChat orders, there is almost no need to open a store. Chen Xingyu conveniently launched the soul of a physical store, with two rows of crooked calligraphy on the wall-on the rivers and lakes, rough and messy, please feel free, don't mention it, move it yourself, and be well dressed. In order to encourage this kind of self-service, Chen Xingyu will send each customer a bottle of cranberry juice, which is equivalent to turning the saved labor cost into a gift.
Without culture, let's entertain.
Reporter: Many people praise you for doing O2O well. What do you think is the key to the transformation of restaurants?
Chen Xingyu: Actually, I don't know what O2O is and I don't have any culture. All I know is that it's interesting and everyone should be entertaining. It's much more delicious now, and it can really keep customers. Breaking the traditional eating habits makes them feel that it is a very fun thing.
Reporter: What is the essence of restaurant WeChat marketing?
Related WeChat catering cases and schemes:
Several characteristics of WeChat doomed the catering industry to be very suitable for WeChat marketing.
1. High sharing: Eating, drinking and having fun is something that everyone is highly willing to share with fans and friends. Many people have developed this habit: if I don't eat, I will send a WeChat first; When eating: take a group photo and send WeChat.
2. Extensive: Catering service is a localized service, which is one of the most basic daily consumption of people. People have a wide demand for practical catering information. Every day, people ask: Do you have any delicious recommendations?
3. Real-time: The catering information people need is often real-time and practical information, and WeChat spreads the fastest, which just meets the real-time demand.
So how can we use WeChat marketing to do a good job in catering business? Faced with this problem, many people may smile and say, "It's very simple. Just apply for an official WeChat account, and then distribute leaflets around the restaurant with the QR code of WeChat WeChat official account printed on them, so as to attract everyone's attention. Finally, send a series of coupons and the latest event planning to users on WeChat. " But is this really enough? Imagine if you were around a strange restaurant, would you pay attention to the micro-signal of this restaurant? Unlikely. Therefore, it is obviously not feasible to rely solely on this theoretical approach. And we can also imagine that most of so many catering enterprises in the country will adopt WeChat marketing, but why are there not many successes? Let's take a look at how catering companies operate WeChat.
1. What is the catering WeChat used for?
Based on the characteristics that WeChat itself can acquire the surrounding users, the business of merchants and mobile business circles near WeChat is the new direction that WeChat is developing. For users, it adds a convenient function; For merchants, it is another promotion method and marketing opportunities. It is suggested that catering businesses register public accounts first, and then apply for certification for marketing after the number of fans reaches 500, because this is more conducive to the building of business brands, and it is also convenient for businesses to push information and answer consumers' questions. More importantly, it can be used to build a free ordering platform.
2. How does catering WeChat push content?
First of all, we should separate promotion from content, so as to be a WeChat official account. The advantage of this is that when users want to use coupons, they will not find them in many push messages. This one is convenient and fast. The account used to push content alone can be regarded as a special account for brand loyal fans to meet their needs of knowing more about the enterprise.
At the same time, it is suggested that merchants make a list of the information sent in groups every day, and prepare written materials and picture materials. Generally, the information pushed can be the latest food recommendation, food culture, discounts and so on. The classified management of fans can push different information for new and old customers, and it is also convenient for new and old customers to answer questions. This humanized and intimate service will certainly be welcomed by customers. Once customers share their dining experience with WeChat, it will further form a word-of-mouth effect and greatly enhance the popularity and reputation of commercial brands.
3. How does catering WeChat let users know?
Storefront is an important place to give full play to the advantages of WeChat marketing. Add two-dimensional code to the menu design, adopt membership system or preferential way, and encourage customers to use mobile phones to scan. First, you can add accurate fans to public accounts; Secondly, it has also accumulated a large number of actual consumer groups, which is very important for the smooth development of WeChat marketing in the later period. All promotional materials that can be used in the storefront can be labeled with QR codes, and of course, X channels, posters, DM leaflets and other materials can be independently produced for publicity.
Use interesting games
Wechat actually provides a new channel for merchants to communicate with users. Different forms and contents of communication can achieve different effects. For example, through interactive games, user stickiness can be improved. If the game design is reasonable, users can also be encouraged to drive their friends around to participate, thus achieving the effect of word-of-mouth marketing.
5. For example, sign in for discount activities to attract consumers to participate.
The common method of WeChat marketing is to attract target consumers to participate in activities, so as to achieve the expected promotion purpose. To plan a successful activity according to your own situation, the premise is whether the merchants are willing to invest some money for it. Of course, it is not unacceptable for catering businesses to use the platform of offline stores to carry out activities, and the advertising consumables and labor costs required are not unacceptable. On the contrary, with careful planning and budget, it is possible to create a remarkable activity at a small cost.
Case study of WeChat store marketing II
Analysis of pomegranate brother's successful case
From June last year 165438+ 10, I used a small warehouse and a trolley near the subway to sell pomegranate juice in the IT area around Xi 'erqi. From pushing the car around all day, passively waiting for customers to come to the door, I have started to do storefront, carry out marketing activities, and even started the so-called O2O road by using mobile Internet means such as light application and WeChat. In the past six months, as an individual entrepreneur, I have changed from a code farmer to a pomegranate brother selling juice. In this process, I learned a lot.
First, the first problem to be solved: how to establish trust between merchants and users.
As a small individual entrepreneur, it is very important to choose a region at the beginning and make a good start. If "internet thinking" must be applied, it is the product positioning problem in the segmentation environment * * * but this is not just a problem to be considered by the internet industry; For any product in any industry, the first thing to confirm is product positioning. Product positioning can be viewed from two angles: on the one hand, how to position itself and stand out from many similar products; On the other hand, for entrepreneurial individuals, if similar competing products do not cover all regions, then in which region to promote products, that is, in all goods in a certain region, choose positioning. In Beijing, there are many people selling juice, but few people selling pomegranate juice. In Erqi, Xi, basically no one sells juice. Is there a market demand? Look back at the effect I shared, and you will know.
In order to achieve good product sales in a certain area, it is very important to establish users' attention and trust in the business. In order to establish an effective relationship chain, I have done the following things.
1, on-site production: two pomegranates and a cup of pure juice, without adulteration, genuine.
Others call me Brother Pomegranate, but I give myself a brand called "Really". Not just for listening, my juice is really pure. Take pomegranate juice as an example. Every small cup of pomegranate juice is squeezed out by three pomegranates without any moisture, which is different from most juice shops at present. And a small cup of pomegranate juice has just been sold 15 yuan. These operations are done on the spot in front of all customers. Therefore, customers know the whole process very well and have full trust in the products. If the product is higher than expected, mutual trust can be established.
2, additional services: door-to-door, good attitude, send small benefits.
At the beginning, my production capacity and sales capacity were limited, and the proportion of core users of juice in the total number of people in the region was relatively small; At the same time, these core users are basically repeat customers, so it is easy for me to establish a relatively familiar relationship with customers. After establishing this relationship, I made a small adjustment to the sales model. From the original time when customers went out to find my sales car to buy juice at a fixed time, they changed to the way that customers left messages through the mobile Internet and booked in advance. I send the juice to a fixed place at a fixed time. This reduces the transaction cost between me and my clients.
In this link, relying on traditional communication methods, such as placing orders by phone, is not the best way. Mobile Internet tools have shown great value.
At first, I tried personal micro-signal communication, and the efficiency improved a lot. I also promote new products and update shipping information by sending WeChat content in groups. Then one day I mentioned light application when I bought juice in PM. I am a code farmer myself. Last year, I heard about light application, tried it, used a set of shop templates and made a light application. After the promotion of QR code, a considerable number of users placed orders through light application messages, and I managed and delivered them in the background.
Second, operational ideas: how to create a small explosion point and retain users.
In fact, only a few customers can attract and retain through the above scheme. If you are rich, there is no problem in this way; But hope is getting bigger and bigger in the future. So at the suggestion of customers, friends and family, I tried some small marketing methods to realize word-of-mouth communication among the people in this area.
1, create a topic to attract attention.
The characteristics of people in Xi 'erqi area are very obvious. Internet companies are everywhere here. So, according to the interests and attributes of people around me, I hung a banner on the trolley selling juice, which read "Programmers switch to selling juice". Sure enough, as soon as this move came out, word of mouth spread rapidly and my brand awareness rose rapidly. At that time, many customers would take pictures of me; And many customers who come over will also mention that they heard my career change story. Making a story for the brand is equivalent to adding a value to the product. In fact, this idea is used by Chu Orange. Later, I also added some channel marketing methods closer to the Internet thinking, such as putting personal WeChat QR code, Alipay QR code and lightly applying QR code. All these have increased the brand goodwill and customers' memory of me. * * * vcaishen
2. Keep and add hands.
After the initial stable customer circle, on the one hand, I continued to try to keep these existing customers, and at the same time, I was trying to promote new customers. There are two main new methods:
*** 1*** Mobilize existing user groups for word-of-mouth communication. I think, for local O2O, word-of-mouth diffusion is particularly important and the effect is remarkable. For example, some of the above-mentioned operation methods have triggered word-of-mouth communication among user groups, and the effect is good.
***2*** On major holidays, some preferential operation activities were also carried out, such as buying fruit juice to send fruit, which achieved good results. However, this method is still relatively hot, that is, work hard on retention; Later, I tried to buy one and get one free. Generally speaking, it is enough for customers to drink a bottle of juice a day. In order to keep fresh, ordinary customers don't save it for the next day. In this way, customers will give juice to their colleagues. Buy one get one free, keep and add highlights.
Third, how to form a large-scale * * *
After leaving the internet industry, I also tried to start a business in other industries. After several practices, I finally sold the juice in my personal capacity. I like this profession very much, and my ideal can't be carried by a car. Although the future goals are ambitious, we should take them step by step. For me at present, the first step to achieve my future goal is how to better stabilize my position in the Xi 'erqi business circle and form a stable scale.
The problem I am facing now: the automobile production capacity is limited; Team manpower is limited; Need to better integrate various O2O channel means such as WeChat, light application and even Alipay.
My solution:
1* * near the address of Baidu new building, I chose a small room as a fixed storefront. I heard that Baidu is going to build a new address. The new site is characterized by a larger building, which will accommodate all employees of Baidu currently in Beijing, as well as other companies attached to the building; The new site is more desolate than the current Xi Erqi business circle, and the service industry has not been fully developed. It can be said that the potential market is huge and the competition has not yet formed. At present, the building has not been completed and the rent is low. Now is a good time to cut in. With the base area, I can operate on a large scale in the future.
2*** At present, it's just me and another colleague, one specializes in making juice and the other is responsible for delivery. I don't think it's necessary to make detailed planning in advance, but we should be prepared so that we can adjust and play according to the future business development.
3*** In terms of integration channels and means, I am most inclined to use light applications for integration at present. Based on my own experience, I am also giving some suggestions to the light application team, including doing the most basic, necessary but more flexible interaction, integrating the functions of WeChat, adding the payment link and enhancing the positioning ability. In the future, I hope to use this platform lightly to realize the small closed loop of personal O2O, so as to prepare for expanding the industrial chain and making a series of chains in the future.
Four, said so many experiences, also have a little feeling:
1*** is suitable for others, but not necessarily for yourself. We should analyze our own characteristics and find our own way. For example, I have seen many entrepreneurial stories before, telling what people have done with WeChat, but with their own business ability, relying solely on personal accounts can't solve all the problems they have encountered. Therefore, on the one hand, we should bow our heads and look at the road, on the other hand. Not to take the smoothest road, but to take the road that suits you best.
2*** Building a good relationship with the customer base will enable you to get a lot of investment and improve your level. If you run your own business, you may not know everything best. And many customers gave me a lot of advice, making up for what I am not good at; At the same time, it also makes customers have more intimacy and goodwill towards the brand. Why are draft fans so loyal? Because they participated in the shaping of idols. The reason is figured out.
3*** Many people will say that they don't know what they like. In fact, there is no need to rush to find out what you really want. Many times, knowing what you don't want is already a valuable asset; Based on personal experience and experience, I will find what I love in an instant.
Needless to say, 4 * * courage or something. It takes courage and persistence to find what you love and keep moving forward. Come along.