The live broadcast team generally needs 3-4 people: anchor 1-2 people+assistant 1 person+operation 1 person.
Anchor: One live broadcast with 1-2 anchors, which requires no stage fright, product knowledge and rhythm.
Assistant: debug the lighting and lens in advance, assume the role of administrator, and interact with fans during the live broadcast.
Operation: mainly responsible for live broadcast publicity preheating, live broadcast data monitoring and summary, etc.
2, preheating in advance
Time: three days ago, one day ago, before the broadcast.
Material preparation:
① Prepare pictures, videos and words.
(2) Prepare the group, roof and satellite to be released.
Preheating publicity: Make a live broadcast plan 1-2 days in advance. The cover of the live broadcast plan should indicate the live broadcast gimmick and discount point to attract users to click and pay attention.
Live drainage: make the live QR code and product promotion information into posters, and jointly preheat and spread them in stores, customer groups, shopping guides and friends circle or WeChat official accounts; Communicate one-on-one with key users.
Guided subscription: Guide users to subscribe to the live broadcast room, and users can receive live broadcast reminders as long as the live broadcast room is started later.
Broadcast preheating:
(1) Live broadcast 5 minutes in advance, share the live broadcast room with the customer group again, ask familiar customers to help forward it, and give them coupons or red envelopes.
② The live broadcast time should be consistent with the promotion rhythm of the brand official WeChat account, and the official WeChat account tweet should be pushed 2 minutes before the live broadcast.
(3) The way of sharing coupons is set in the live broadcast room to guide users in the live broadcast room to actively share powder pulling.
3. Live broadcast planning
In the early stage of live broadcast, you need to manage your own private fans and members, cultivate trust, and then realize it through live broadcast.
① Live planting grass: strengthen the relationship with fans and subscribe to the live broadcast room.
→ content of live broadcast room: not oriented to bring goods. Introduce new products to fans and explain clothing, beauty and skin care, home improvement or health care.
→ Live Room Play: Fans can be guided to subscribe to the live room through some benefits, such as lottery, time-limited free tickets and so on.
② Intensive live broadcast period: The live broadcast room emphasizes discounts and guides users to purchase for the first time.
→ Live broadcast room content: discounted goods guide. Set exclusive preferential prices for products in the live broadcast room to guide users to buy.
→ Play in the live broadcast room: issue coupons, welfare lottery tickets, etc.
(3) Live broadcast harvest period: form a stable broadcast frequency, mainly in stock.
→ content of live broadcast room: daily delivery and promotion.
4. Real-time content
1 theme live broadcast. Every live broadcast needs to create a "live broadcast theme", plan products in advance, such as this week's "introduction of new clothing products" and next week's "mix and match of old and new", and plan live broadcast scripts in advance.
(2) Choose the right goods. Choose products according to the theme of live broadcast, and choose 5- 10 products for each live broadcast, including drainage single product 1 product and 2-3 discounted main products, focusing on the main products.
3 a variety of rhythmic gameplay. For example, like 65,438+00000 gifts, screenshots, coupons, etc. Stir the atmosphere in the live broadcast room and impress the audience by designing gimmicks at different time periods, such as repeating key messages every 5 minutes or 65,438+00 minutes; Set up special games every half hour or the hour to extend the stay.
5. The live broadcast is over.
(1) Restore all products and key products 30 minutes after the end, take good care of the people in the last studio, and don't miss any sales opportunities.
(2) predict the next game. Repeatedly predict the time, content and discount of the next live broadcast to attract users' continuous attention.
6. Resumption of trading
① data of live broadcast room. Pay attention to popularity, praise, coupon distribution and data collection every half hour.
② Data after live broadcast. The heat of the whole live broadcast, PV, UV, per capita viewing time, coupon write-off rate, transaction GMV and so on.
3 live broadcast. Analyze the advantages and disadvantages of each live broadcast through the transaction data of the live broadcast room and the feelings of the anchor, and make timely strategic adjustments.
7, after-sales tracking
Sort out the sales data at the first time and deliver the goods within 24 hours; Shortage delay, one-on-one communication confirmation; Encourage customers to send buyer shows and secondary marketing.
8. Lottery tracking
The list of winners is announced; Attach beautiful small cards and handwritten letters (by heart); The prizes are also promotion and secondary marketing: new products, clearance and explosive products.
9. Customer maintenance
People who become your first customers are 80% likely to become your second customers. Plan special events for old customers, fans' meeting, fans' reduction, fans' birthday exemption and other activities to maintain customer relations.
10, equipment inspection and debugging
If you don't want to "Kaka" like Dong Mingzhu, you must check the debugging equipment before the live broadcast, as follows:
① Two mobile phones: one for live broadcast and the other for monitoring live broadcast and interaction.
② Live broadcast station (multiple mobile phones can be placed)
(3) Distributed sound cards (wired sound cards are available indoors and wireless sound cards are available outdoors)
(4) Speaker (used for indoor atmosphere adjustment)
⑤ Debugging 40 minutes in advance.