They have a huge matrix of public accounts, use the public account activities to attract traffic, promote reactivation and repurchase, and retain the accumulated private domain traffic through the public account. It can be said that the perfect diary brand is a typical case for the beauty e-commerce industry to learn from.
2. Offline store drainage
Offline stores divert traffic by giving away beauty eggs, and divert traffic to WeChat of the IP "Xiao Wanzi", which is deposited into the brand's private domain traffic, and then invited to the welfare group. Every time an activity is sent to the group, users are converted and repurchased in the community to improve the conversion rate and repurchase rate of the product.
3. Weibo platform drainage
Last year's Double Eleven, they took advantage of Weibo as a platform for marketing, and sent stars to endorse the brand, giving users a visual effect of an international brand.
Perfect Diary has successively invited Zhou Xun and Poke Ye as brand spokespersons and brand ambassadors, and the topic has become a hot list on Weibo, attracting many users, especially Zhou Xun and Poke Ye's fans, to pay attention to Perfect Diary, and stimulate users to buy the same lipstick and eye shadow as celebrities.
This wave of marketing can be said to be very successful, further expanding the brand awareness of Perfect Diary, promoting the conversion of country email list new products and increasing the sales of Double Eleven.
4. Elevator and subway advertisements
They also have layouts for offline elevator and subway advertisements. Zhou Xun's advertisements for the global spokesperson of Perfect Diary are all over the elevators and subway entrances in various communities. The offline channels are also to expand the brand's popularity.
3. 3 Steps to Choose the Right User to Pull New Channels
1. Know your product features
We need to understand the object-oriented, product form, industry, and profit model of our products?
Taking Zebra AI in the online education industry as an example, I will tell you about the product features. Zebra AI is an intelligent education platform that focuses on enlightenment learning for children aged 2-8 and provides multi-disciplinary online learning.
At present, Zebra AI Course is already a heavyweight product of Yuanfudao Online Education. Its core selling point is AI empowerment. Now it has AI course products in English, thinking, Chinese and other disciplines to make profits, and its monthly revenue has exceeded 500 million. Yuan.
2. Know your user base
We need to analyze who the user is, find out what the label on the user is, where the user often appears and how to reach the user. Here we can think from three perspectives.
1) Who - to do precise user positioning of users
Before your product faces users, you need to analyze the users that the product may cover to the greatest extent for precise positioning. The most important thing at this stage is to exclude those who are unlikely to be users of the product and keep the focus on core functions in product planning.
2) Where—find where the targeted users gather
For example, the Zebra AI class has been advertised in more than 60 cities across the country, surrounded by bus stops, subway stations, building elevators, etc. These are the places where parents and children often haunt.
Take Pinduoduo in the e-commerce industry as an example. At the beginning of the product’s launch, Pinduoduo set their user scope very clearly. They mainly focus on company employees and freelancers in third- and fourth-tier cities, and use these fragments of people. With a lot of time, shopping pays attention to cost-effectiveness, and likes to take advantage of the small and cheap mentality. It provides a large number of popular daily necessities, snacks, clothing, shoes and hats and other fast-moving consumer goods, and uses group grouping and discounts to stimulate user consumption, so that the business develops rapidly.