The quickest way to find a solution is to search all kinds of molding product schemes from Baidu, pay a little money, and then buy them back to correct and replace key pictures. If you need to make your own wine, you should first locate the types of wine: beer, white wine, fruit wine, yellow wine and wine, and different types have their own subdivisions. Beer is suitable for summer, yellow liquor is suitable for gifts and hotels, and fruit wine is suitable for night shows and online pushes. After describing the characteristics of wine, we should consider the resources we can integrate. The key points are promotion channels and implementation, and the local characteristics should be fully considered. Don't write about supermarkets, there are no local channels, and write about squares, which the National People's Congress can't approve. The third step is to preview and calculate the set scheme, list the related costs and expenses, and gradually list the time node and stop loss line. Finally, after completing the above sections, you can add some additional descriptions and summaries, depending on your personal habits.
Scheme value
The conventional marketing of wine industry focuses on channels, and it is difficult for brands to directly relate to shopkeepers, shopping guides and consumers, and it is impossible to clearly grasp the real needs of terminals. Through the digital technology of one thing and one code marketing, the rigid requirements of wine enterprises such as anti-counterfeiting, anti-smuggling, traceability and code scanning marketing are solved in the form of "two-dimensional code", and at the same time, the three-terminal data of stores, shopping guides and consumers are quickly captured, users are precipitated in the official channels that enterprises can reach, a set of enterprise user account system is constructed, and marketing scenes of online sales, offline experience and community interaction are created, so that sales are online and expenses are real-time.
Solve pain points
1, fakes are rampant in the wine industry, products cannot be traced back, and corporate image is damaged;
2. The terminal unpacking rate is low, the products are unsalable and the market share is weak;
3. The best-selling and slow-selling areas of products are not clear, so it is impossible to formulate accurate marketing strategies;
4. Consumer data cannot be collected, and most of them are in the hands of dealers and retail outlets.
Implementation path
1. Build a three-terminal account system in the form of code.
Relying on Mido's data engine, we take one thing and one yard as the starting point and brand as the goal.
Retail terminals, shopping guides and consumers
Establish a set of account systems respectively, carry out marketing activities and operations around three different account systems respectively, and realize brand digital marketing. At the same time, the user account system is established by capturing people's information, and social e-commerce and community marketing are applied to drive people to find goods, attract customers to the door and promote retail terminal sales.
2. Multi-scenario marketing code to collect user data.
For consumers,
Behind one thing and one yard is a consumer-based membership system. Once the user scans the code, it will establish the consumer's personal account based on the micro-signal and the brand to help the brand count.
Raw data, behavior data, transaction data and scene data of consumers.
At the same time, these user data have settled down as the private data assets of the brand, which has laid the most important development cornerstone for the next re-marketing.
For shopping guides
Once the shopping guide scans the code out of the box, the brand can obtain the relevant data of the waiter/promoter and gradually build a brand-specific shopping guide account system; At the same time, when the shopping guide sells products to consumers, when the consumers scan the code, the shopping guide can get corresponding rewards, including red envelopes, gifts, points and other multi-dimensional generous rewards, so as to stimulate the enthusiasm of the shopping guide to promote sales, thus improving the unpacking rate of brand terminal products; The more rewards a shopping guide gets when selling, the more benefits will drive him to recommend goods spontaneously, thus becoming a propagandist and promoter of the brand, which not only promotes the sales of brand products, but also reduces the promotion cost for the brand, killing two birds with one stone.
For the shopkeeper,
Shopkeepers can get rewards by scanning the code out of the box. Behind the scan code, the brand is also collecting store data.
And store owner data.
In the process, I gradually established my own terminal store account system; On the one hand, it can prevent dealers from intercepting marketing expenses and let marketing expenses go directly to the store; On the other hand, it can encourage stores to actively recommend products and improve the unpacking rate and shelf rate of products; And realize the digital management of store information, establish monthly and quarterly unpacking ranking awards, promote the competition among shopkeepers and solve product marketing problems. At the same time, brands can achieve differentiated marketing and distribution management of stores through the depth of sales data, making the sales effect more obvious.
Different marketing scenarios, accurate delivery
Based on DCRM user data, combined with marketing digital tactics: "targeted marketing, fixed-point detonation, one place, one policy, and traffic sharing, help brands achieve accurate delivery of one thing and one yard, avoid waste of expenses, and effectively maintain customer base.
Fourth, data precipitation, capturing user data and product marketing data.
user
After scanning the code, as the private data of the enterprise, the brand can query the specific user data and sales data all over the country at any time in the background of Mido data engine.
, code scanning situation, user portrait
, so that enterprises can communicate with end users without obstacles, and at the same time, through the digital presentation of marketing data and user data, it is convenient for decision makers to adjust their marketing strategies in time and truly realize the integration of quality and efficiency.
Five, in-depth user management, to achieve the integration of innovation, promotion, retention and transformation.
In the initial stage of one thing, one code marketing, the brand can establish a perfect user label system, build a core KOC, build a brand's private domain traffic pool, realize accurate mass distribution and differentiated marketing according to different member labels, enhance member stickiness, and realize user stratification and authority classification. In addition, the brand can also carry out continuous content operations in the form of WeChat official accounts, communities, and friends circles around WeChat official account fans. Combining Mido integral operation system and using different marketing tools at different nodes can further enhance user stickiness, realize better user interaction and promote old customers to attract new ones. Finally, integral mall, as the carrier of integral consumption, makes users feel that integral can be spent as money. The more points users get by scanning code and participating in interaction, the greater the rewards they can redeem, and the greater the desire to repurchase, thus forming an integrated closed loop of user management.
Brief introduction of the author
Xie Miduo co-founder, founder of Chief Growth Officer Research Institute, advocate and practitioner of the new marketing theory of "Trinity, Three-dimensional, Trinity and Five Senses in One", has in-depth research on "deep distribution+deep powder sales two-wheel drive", helping traditional enterprises achieve "data sharing, full audience resonance and win-win situation in the whole chain", and is good at using marketing technology to help traditional brands realize digital marketing transformation. Coca-Cola, Colgate, Tsingtao Beer, Snow Beer and Snow Beer.