A while ago, a blogger named "Little Sheep Who Loves Financial Management" on a certain music platform became popular because of the return rate of close to 100%. Financial bloggers are "trapped" by fans, which has to be said to be full of comedic effects.
The "little sheep" who loves financial management calls himself a sheep brother, and is liked by many people because he often shares his "loss" on social media platforms. After he started bringing goods, many fans bought and returned and bought, making Xiaoyang's live broadcast room very eye-catching in terms of popularity and sales. Of course, the same goes for return rates.
Since there are so many returns, why are there still brands looking for lambs to bring goods? Next, let's talk about the marketing implications behind this.
Provide emotional value
As mentioned above, the composition of Little Sheep's fans itself is mostly fun. Returns and anchors paying fines are all satisfying the emotional needs of these people. This kind of behavior of fans cutting the anchor "leek" in reverse increases the communication between fans and bloggers, strengthens their awareness of the brand, and expands their influence with the help of their popularity.
Make use of social media sharing chains
Compared with other people's ways of bringing goods, the counter-intuitive way of engaging with returns is more topical. With the help of the sharing chain of social media platforms, it can play a better communication effect and attract more people to participate in it. And the influence of the brand will be improved in the process of sharing and disseminating again and again.
In addition to returns, many fans also shared their humorous conversations with customer service when returning goods, which also became a kind of secondary publicity to further expand the marketing content.
Miserable marketing in disguise
Miserable marketing is to "pull down" the image of the brand, using events and experiences to create an anthropomorphic image for it, and shorten the distance between the brand and consumers. Whether it is the sheep who has to pay a fine for returning the goods, or the brand customer service being "tortured" questioning, it can be regarded as a miserable behavior, which has successfully brought traffic to the brand.
Is the brand really losing money? In fact, the goods returned in the second order were not delivered at all, so there was no need to pay courier fees, and there was no loss. The purpose of the brand itself is also more to increase the degree with its traffic.