How To Do O2O Drainage For Traditional Businesses In The Internet Era?

First, let's talk about advertising. In the history of advertising, the earliest advertisement is a direct solution to the information asymmetry. In ancient times, there was a saying that merchants were sitting on Jia. They were selling Dun cakes. They could not see the cake stand, but naturally they would not buy it. But because he shouted these two voices, the sound came out, and the business came.

When I was a child, I saw the drum of a peddler, which was a way to spread voice signals by relying on the drumsticks.

Besides, Jia Jia, a decent businessman who has a booth or a shop, relies on a direct eye catching booth, signs, banner or a cover to achieve visual communication.

To sum up, the earliest advertisement is almost purely a function of information communication.

It just tells people, "here's something to sell, and what to sell here."

And if there is demand, it will lead to purchase, and competition is almost entirely word-of-mouth.

In an acquaintance society, almost every detail of any merchant is known to the customer.

As for the opening of new stores, China has always been a unique publicity culture since ancient times.

For example, according to tradition, new stores usually have to set off firecrackers. In the south, they often see "lion dancing". Setting off firecrackers can make the voice wear further. The lion dance will also be noisy. This is not only a simple picture of Geely, but a good advertising effect when the new store opens. It will play a role of publicity and publicity.

The gongs and drums and firecrackers were the original broadcasting, and their pmission power was much higher than that of human voices. Lion dance was the earliest advertisement.

When the onlookers are free to watch the performance, they naturally receive extra information, that is, the advertising information of the store.

Therefore, the purpose of advertising is very pure, that is, information pmission.

Advertising looks simple, but behind it there are three completely different ways to achieve pactions.

First, it refers to the direct realization of information pmission, so that users who have needs at the moment can generate purchases.

For example, a passer-by wandering around the street, feeling a little hungry, just heard Wu Da Long selling bread cakes, bought it, and the business became a natural business.

Second, if there is no demand at the moment, that is, no desire for consumption, for example, a passerby does not feel hungry, but smells the smell of the cake in the street, and suddenly feels that he really wants to eat, and then buys the cake.

It's done.

Finally, if the passers-by had no money or was not hungry at all, he would not be tempted by the smell at all.

It doesn't matter, as long as the information can be planted in the mind of the passers-by, and if he wants to eat the cake, he will make it. Even if he can not see it now, he will make a purchase in the future.

This advertisement will, therefore, have three major functions in Advertising: first, information pmission.

Second, stimulate, enhance and guide desire.

Third, occupy the mind.

Advertising in traditional times is a process of progressively following the logic mentioned above. In the Internet era, advertising has two functions that do not directly lead to pactions.

One is the communication of self creation, the other is the construction of brand personality.

How to do the advertisement now? The advertising logic in the Internet age is a central point and two basic points.

The two basic point is to promote the communication of self creation and promote the construction of brand personality.

The connection between traditional business and customers is a long and complex process. In the Internet era, the cost of establishing links is very low. Once the connection is established, the personality of the brand can be displayed. Advertising can mobilize the possibility of users' participation, so it is easy to occupy the minds of users, and then have the opportunity to convey information and stimulate desire.

From this logic, drainage is a very simple dichotomy, not only from online drainage into store consumption, but also from offline drainage into store consumption.

Offline drainage is the specialty of traditional advertising and marketing - poster, leaflet, mascot, stage show, all of which can be used first.

In the Internet age, the main point of drainage for O2O is from connection.

There are three stages in the process of online drainage from the establishment of links to the realization of pactions.

The first stage: think of ways to import the online traffic that lurks in WeChat, micro-blog, forums and search engines to their own platforms, generally referring to their WeChat public numbers, or, of course, a person's personal micro signals, or their own independently developed platforms and customer management systems.

Or, combined with traditional offline advertising, can you find a way to find an entry into the platform online - poster, leaflet, mascot or stage show, but now there is a two-dimensional code, so it's easy to get into the line, and give users a reason to sweep the two-dimensional code, so that they can connect with you.

The first stage is the hardest part. Once completed, then the second stage is maintained, maintaining continuous connection with users.

The first stage is the attracting period, and the second stage is the retention period.

Users do not bother, do not go, and continue to contact, is the minimum requirement, and if continuous operation and maintenance, enhance the link, even if successful.

The third step is to achieve the cashing of links -- try to pull the flow of people from the platform to their offline stores.

The first and third stages require a strong motivation to promote customer action, and the second stage is to maintain the relationship.

In short, from linkage to occurrence.

The whole process is like going from love to marriage.

The first stage is to establish relationships, which need strong attraction.

The second stage is to maintain relations. No mistake is the bottom line. If the affection is strong, to the third stage is like proposing marriage. It also needs a very strong motive force to push forward.

Of course, one night stands can earn money. Unfortunately, the second morning broke the connection and became a hammer deal.

So, if you want to do business well, you still have to love with users.