WeChat and Weibo play like this to make money

Chapter 26 How Traditional Enterprises Play Micromarketing (2)
Generally speaking, cosmetics companies will launch three or four marketing strategies every year. Only by releasing these marketing strategies on a large scale can the company's marketing goals be achieved. In this case, WeChat and Weibo can really come in handy.WeChat has the function of classifying users by province and city. Based on this, cosmetics companies can easily inform relevant users of corresponding promotional information and cooperative retailers.This can not only convey the promotional content, especially the promotional content customized for a certain regional market, to local consumers, but also help retailers make a precise publicity.

WeChat is well recognized for its effectiveness in maintaining customer base and promoting users to purchase products.Of course, when cosmetics companies use WeChat for promotion, the service must be timely, enthusiastic, and in place. Users' questions must be answered thoughtfully, and thoughtful service information such as tips, small blessings, and precautions should be sent regularly.In addition, the use of micro-marketing in the cosmetics industry should pay special attention to the following issues:

First, consider the positioning of enterprise marketing

The purpose of enterprises doing WeChat marketing is to let consumers form an impression or recognition of the brand through the WeChat platform, and establish contact with consumers, thereby creating more value for the brand and the enterprise.Cosmetics WeChat marketing positioning should start from the content, choose a good marketing target, and determine a good target group.For example, a cosmetics e-commerce company can position the content in the scope of beauty makeup, skin care, etc.Whether the marketing goal is to sell goods or build a brand, why and how to do WeChat marketing, these issues must be considered clearly before operation.

[-]. Marketing content is more practical
Cosmetics WeChat usually needs to send practical information that is liked and needed by target groups such as cosmetics, beauty, and weight loss every two or three days, such as how to lose weight, how to get rid of dark circles, etc.The content must be short, concise, practical, creative and interesting, and the frequency of sending messages should not be too high, so as not to bore the recipients, and less sending times can also save the energy of organizing content.In addition, when cosmetics companies use WeChat marketing, they must answer consumers' questions accurately and appropriately.For example, to answer questions about whitening skin care products, customer service staff should know a little about medicine and be familiar with various plants and medicinal materials.Through the introduction of customer service personnel, more consumers can have a clearer reference when shopping.

[-]. Use multiple channels to acquire users

QR codes can help companies quickly gain users' attention. Just use the "scan" function in WeChat to easily follow the company's public account, eliminating the cumbersome steps of searching and searching.In order for users to successfully obtain the QR code of the enterprise, it is necessary for the enterprise to display the QR code of the enterprise on various carriers. The product itself, product packaging, and product promotional materials are all the best carriers for displaying the QR code.

[-]. Let the news spread fissionally
In 2012, the average number of daily searches in the cosmetics industry was 350 million, and one of the most interesting contents of netizens still includes word-of-mouth reviews and skin care methods in addition to cosmetic products and brands themselves.From this, we can see that the opportunity behind cosmetics marketing is sharing among users, which is a fission growth model.

The emergence of WeChat has provided great convenience to cosmetics companies. When marketing on WeChat, cosmetics companies must pay attention to providing personalized skin care solutions for each user as much as possible, so that everyone can find the most suitable cosmetics and skin beauty solutions for them.

[-]. Use topics to trigger interaction
"WeChat is a point-to-point broadcast, and the reading rate is greater than 30%. Weibo is easily drowned in massive information, and the reading rate is only 1% to 4%."Unlike Weibo, which needs to accumulate a large fan base, the most important thing in the process of using WeChat is not the number of fans, but the degree of interaction.WeChat public accounts need to interact more with target customer groups, provide users with valuable information, gain the trust of users, and then generate sales.

Do a good job of promotional activities and interact with fans. The most common method is preferential methods, such as discounts or points. In addition, it is to ask fans knowledge or interesting questions and give rewards to those who answer correctly.

The company can also propose a topic that can attract people's attention, and combine the brand concept, culture and topic of the cosmetics company to achieve the purpose of product marketing.It is worth noting that WeChat is a sharing platform. Only by sharing practical and targeted beauty solutions and interacting with fans can the ideal marketing effect be achieved.

[-]. Membership system that can be used by multiple parties
Now almost all cosmetics franchise stores will implement a membership system.But everyone's understanding of the membership system is often limited to making phone calls, pushing some promotional event news or exchanging points for membership rewards.In fact, membership is a series of data.

The WeChat platform can help merchants automatically sort out a series of data to understand the consumption trajectory of members, so as to lay the foundation for more accurate marketing in the future.

When using WeChat membership card marketing, we must carry out emotional marketing to target customers, send some blessing text messages during the New Year and holidays, notify in time when new products are launched, and push membership preferential policies, etc.

[Case Miniature] La Roche-Posay: Online and Offline Collaboration Wins Fans
From June to July 2013, La Roche-Posay launched a 6ml bottle of soothing spray sample distribution activity.This sample distribution activity is very different from the previous sample distribution activities. The most important thing is to use the WeChat service account.The process of this activity is that users apply for online samples through WeChat, and users who successfully apply can go to offline physical stores to collect samples.

Through this combination of online and offline, the entire distribution process is smoother and more practical.The sample distribution activity also greatly improved the consumer experience.The campaign launched by La Roche-Posay made full use of the WeChat intelligent system to effectively and orderly link the key steps of sample application, directly bringing consumers a fresher and more convenient interactive experience.This is also an important reason why this event can attract many fans.

In terms of winning fans, La Roche-Posay’s approach is very wise. First, La Roche-Posay used its WeChat service account to launch an activity of distributing samples online, and then, users who successfully applied could receive samples in offline physical stores.This online and offline collaborative marketing method has won the love of many users, making them gradually become loyal fans of La Roche-Posay.

[Case Miniature] OLAY Family: Playing with WeChat Full-Graphic Raiders
The OLAY family has opened three character accounts: Olay WeChat account, OLAY WeChat account, and ProX WeChat account. When the OLAY family uses WeChat for marketing, they make full use of graphics and pictures. Their WeChat marketing is divided into four steps:

The first step is to rely on the props of "old friends introduce new friends" to easily break through 500 users.After using this prop, OLAY family players can successfully obtain certification within one day.In this step, there is a picture combining exquisite and concise OLAYLOGO and QR code, which is convenient for users to scan and follow.

The second step is that as long as the player replies "Give me the Sapphire Catch" in OLAY WeChat, there will be a chance to win a prize. The OLAY family will select one user every day to get the Sapphire Catch (OLAY's newly upgraded Aqua Power Moisturizing Gel) ) rewards.Using this tactic, the OLAY family has attracted many users.

The third step is to use interactive activities such as Olay's "Stupid Boyfriend", OLAY's "Magic Whitening Product", and ProX's "Acne Relief" to achieve marketing effects.Use beautiful graphics and pictures in the interaction to arouse users' interest in participation.

ProX "Acne Ended" Wechat Campaign

The fourth step is to carry out marketing through high-quality graphic pictures. The OLAY family has adopted the tactic of "taking screenshots to win prizes". Users only need to watch pictures and intercept and reply WeChat to have a chance to get rewards.The picture content here is very exquisite, which greatly arouses the interest of users to participate and achieves the purpose of marketing.

In the process of brand promotion, the OLAY family is not only in the fourth step, but in the first three steps, they are using beautiful graphics and pictures to arouse users' interest in participation and enhance user stickiness. The way of text collocation has really achieved the purpose of brand promotion.

[Case Miniature] Proya: Wechat and Weibo work together to promote new products and achieve marketing effects. Proya uses a two-pronged method of WeChat and Weibo.For the promotion of new products, Proya hopes to allow consumers to experience how to "autumn dryness and nourish the skin", rather than simply brand exposure.In order to achieve such an effect, Proya has created a set of intelligent three-dimensional brand promotion plan tailored for itself by using the dual "micro" platforms of Tencent's WeChat and Weibo.

Proya uses Tencent Weibo to carry out a multi-dimensional combined promotion model of brand display, topic interaction, precise push, and powerful drainage.This has greatly promoted the promotion of Proya's new products.

In order to promote new products, Proya officials also used the hot topic recommendation method.For example, the topic "Tell me about your quick tricks for nourishing your skin during autumn dryness" was launched. This topic directly brought 1900 million exposures to Proya, with a click-through rate of as many as 10.

In order to promote the new product of "Hydrodynamic Energizing Energizing Liquid", Proya relied on Tencent WeChat and Weibo to formulate a plan of "detonation of online activities and fissile diffusion of advertising".In order to enhance interactivity and product effects, the event also specially set up a "skin test to win awards" link.Participating users only need to upload their photos or use Tencent Weibo avatar, and the system will automatically provide users with skin analysis results. At the same time, after filling in the user's personal information, they can also get relevant discounts and new products.This activity was very successful. According to statistics, the total number of users participating in this activity reached 12.

In the 26-day communication cycle, the total exposure of the brand on the single Weibo platform reached 4 million users, and the number of participations reached 12.Proya's new product promotion campaign is undoubtedly a success. The reason for the success is not only the effective campaign promotion, but also the intelligent management of the Tencent Weibo enterprise micro space.Microspace reserves a large amount of user data for Proya, which allows Proya to make changes to its marketing strategy at any time.In general, Proya relies on Tencent WeChat and Weibo to promote Proya's new products and enhance Proya's brand influence.

In the micro era, brand marketing pays more attention to platforms than ever before. With the continuous upgrading of social media services such as WeChat and Weibo based on the integration of resources and users, more companies are investing in marketing on WeChat and Weibo.Some companies choose one of the models, while others choose a combination of the two marketing models.And Proya relies on the combination of WeChat and Weibo marketing methods to achieve the effect of brand promotion.

[Case Miniature] Paibean: Beauty makeup, skin care, and makeup shaping all in one sweep In January 2013, PBA, a leading online cosmetics retailer in China, also launched a WeChat public account "PBA_china" at the beginning of the new year. The official WeChat account of PBA is : Tailor-made your best girlfriends.No matter whether your mood is sunny or rainy, in love or broken in love, you can talk to PBA official WeChat, all kinds of small talk are fine.In addition, PBA's official WeChat also launched intelligent product information query, easy query of order logistics status, and coupon collection at any time.It is worth mentioning that the PBA official WeChat also has a beauty school, where beauty classes and skin care classes are held from time to time.In this way, PBA's professional beauty consultant team has created the most avant-garde information classroom for users, thus covering beauty makeup, skin care, makeup shaping and other businesses in one go.

6.3 How Catering Industry Plays with Micromarketing
As new marketing methods, WeChat and Weibo have attracted more and more attention.Now more and more employees in the catering industry directly sell dishes and food through WeChat and Weibo.This kind of restaurants that do not require offline stores can directly reduce store rents, labor costs, etc., and can quickly expand their popularity through the Internet.

WeChat marketing is a new thing for the catering industry, and it is also constantly developing.Catering companies find and add target customers through WeChat "people nearby", and promote their corporate culture and new products through Moments, which can not only improve the performance of the company, but also add a new channel to the company, increasing the restaurant's popularity And reputation at the same time, but also bring more opportunities for business cooperation.For catering companies, WeChat provides them with a two-way communication and diversified development space.For this reason, when catering companies rely on micro-marketing, they can refer to the following methods to promote micro-marketing and achieve profitability.

[-]. Dual-account push strategy

First of all, separate the promotion and content into a public account.The advantage of this is that users can find coupons without spending too much effort in a lot of push information, which provides convenience for users.The account that is only used to push content is specially provided for the loyal fans of the company, in order to satisfy their desire to know more about the company's news.Enterprises have to make an arrangement for group information every day, and prepare text materials and picture materials.The information can include the latest dish recommendations, food culture, discounts, etc. It can also push different information for new and old customers, and it is also convenient to answer questions from new and old customers.This kind of humanized and caring service will definitely be welcomed by customers, and users will also use the WeChat platform to share their dining experience, which will form a word-of-mouth effect and greatly enhance the popularity and reputation of the merchant's brand.

[-]. Attract fans’ attention in multiple forms
The storefront is the headquarters of the enterprise. When designing menus and tables, print QR codes so that people who come to eat in the store can pay attention to the public account of the restaurant. At the same time, it can also accumulate a large number of actual consumer groups. It plays a vital role in running smoothly.QR codes can also be printed on restaurant promotion materials, as well as display racks, posters, DM leaflets and many other media can help companies increase their attention.

[-]. Take games as an example to increase user stickiness

WeChat actually provides a new channel for merchants to communicate with users. Different communication forms and content can achieve different effects. For example, through interactive games, user stickiness can be improved. Friends to participate together, to achieve the effect of word-of-mouth marketing.

[-]. Attract users with activities
The more common method of WeChat marketing is to attract consumers to participate in the form of activities, so as to achieve the expected promotion purpose.To plan a successful event according to its own situation, the premise is whether the enterprise is willing to invest a certain amount of money for it.Of course, it is not unacceptable for catering businesses to take advantage of the platform advantages of offline stores to carry out activities. The cost of advertising consumables and labor costs is relatively unacceptable, but with a careful plan and budget, it is completely possible to achieve a small Cost to create an effective campaign.

Taking the check-in discount activity as an example, merchants only need to make promotional posters and display racks with QR codes and WeChat IDs, and assign special marketing personnel to guide consumers who visit the store to scan the QR codes with their mobile phones and follow the merchant’s public account to receive discounts. After receiving a confirmation message, consumers can enjoy discounts when paying the bill with the information.In order to prevent customers from unfollowing after consumption, merchants can also explain follow-up promotions in the first confirmation message, so that customers can continue to pay attention and visit frequently.

Of course, the above examples are just for your reference, and merchants need to make adjustments according to different situations.As long as you are fully familiar with the functions of the WeChat mobile terminal and the public platform, planning various activities will no longer be a headache.

(End of this chapter)