I am a post-85 born person, once worked in the real estate industry to the total project, in October to transform into a dry catering, experienced confusion and confusion, but also smashed into a lot of savings, joined a Shenzhen Internet celebrity brand. Since its opening two months, it has been tepid, and I am determined to use a month to set sail and rebuild an Internet celebrity store.
01 Review of the previous situation
Let's take a look at the business situation in the first two months:
Open for two months, it can be said that it is miserable, although a lot of attempts and investment have been made, there is still no wave, if it continues like this, the store onlyClosing the doors
02 Analysis Summary
To create an influencer store, there are three elements that must be possessed:Good **, good product, good IP.
1. From the point of view of **. Our products are high for Changsha locals, but they are within a reasonable and acceptable level after discounting. The problem is how to weaken the menu price, so that people know that after the discount, it is super cost-effective.
2. From the product side. Our store is in a review 45 points, a group 45 points, 4 tones5 points, from the customer evaluation feedback end taste, ingredients, service, dining environment, etc. are all good, no major complaints. And every quarter there will be new product iterations, and the research and development of new products will follow the hot preferences of the Internet and young people. The problem is how to launch new products so that the market can quickly become familiar with and consume.
3. From the perspective of IP building. Since its opening, it has carried out a wave of store visits, 0 yuan free trial activities, offline promotion activities, and member day activities in conjunction with shopping malls. It has a certain reputation in the vicinity of the business districtIn particular, the door with a strong visual impact has attracted many new and old customers. The question is how to further improve the popularity, whether to create a store's characteristic IP or the boss's personal IP?
03 Set sail
To build an online celebrity store within a month, you need not only luck, but also accurate decision-making and strong execution.
Step 1: Build momentum, the cycle is 15 days. Control the total budget and push for a second wave of store visits and free tastings. Visiting stores is no longer limited to one platform, but through the head experts of a certain sound, a certain red book, and a certain review, the whole city is building momentum, detonating hot spots and butterfly effects. The role of visiting a store is to quickly detonate hot spots, and the role of free tasting is to accumulate high-quality reviews.
Step 2: Start the number, the cycle is 5 days. Create two accounts, one for the store and one for the individualStore accounts share food marketing**, and personal accounts share and summarize entrepreneurial experience. The store account is created in three directions: strategy, marketing, and userThe real person on the personal account appeared on the camera to share the pain and joy. Insist on sending a high-quality ** per account every day, and conduct 2-3 live broadcasts every week.
Step 3: Promotion, the cycle is 15 days. Make full use of tools such as promotion and local promotion, review and analyze the data of daily promotion, and carry out the most cost-effective delivery, so as to achieve accuracy and efficiency.
Step 4: precipitation, the cycle is 30 days. Focus on guiding customers to conduct high-quality evaluations and increase the intensity of private domain conversion. Re-modify the activities of collecting and checking in, enrich the activities of the member group, and focus on the most cold weekly Monday of catering.
04 Daily Planner
1. Organization of store visits. In-depth communication with store explorers, and implement specific content such as which day to visit the store, which day to release the film, when to launch, how to launch, etc.;0 yuan store visit activity registration and time node.
2. Registration for free trial activities. The registration of a free trial activity of a certain sound and a certain group, mainly promoting a single meal, saves costs at the same time, and can ensure that the effect will not be too bad.
3. Shoot two**. One user type for the store account**, and one entrepreneurial sharing type for the personal account**.