How to Community Marketing?How to do the community marketing model?

Preliminary investigation of the community, the establishment of community archives to conduct an in-depth investigation of the community is the first step to carry out community marketing, first of all, to grasp the population size of the community, the age structure of residents, the level of education, the habits of residents and the geographical situation of the community, etc., which is a necessary condition for us to develop the marketing mix. Marketing theme, determination of appeal The following content is excerpted from the Internet, you can refer to it, Breakfast cart Many communities will have mobile breakfast carts that specialize in selling breakfast, and the body of the breakfast cart is actually a good **. Grocery retail stores In grocery retail stores, the more common publicity carriers are wall posters, store advertisements and sun umbrellas.

We focus on recommending "stacking box advertising", the so-called "stacking box advertising" is to neatly stack the outer packaging boxes of products at the door of grocery retail stores, usually "double row and eight high" as a group, the cost of expenditure is only a small amount, but the effect of publicity is very good. DM Direct Mail Community Marketing DM Direct Mail Advertising is more common, almost every city postal advertising company has this business, the unit cost is only about yuan, but its effect is immeasurable. Because of its high arrival rate, it is particularly effective in conjunction with the dissemination of information.

Pure water bucket sticker Generally, there will be no more than 10 pure water brands in prefecture-level cities, contact the pure water plant (fully cooperate with a certain brand of water station), paste self-adhesive advertisements on its pure water buckets, or directly deliver the water during the delivery process. Message board Residential buildings usually have a blackboard-sized message board at the entrance of the building, which is a good medium choice for posters and community promotion activities. Poster Poster selection Poster posting is one of the main ways of publicity in community marketing.

In addition to the community's billboards (usually under the jurisdiction of neighborhood committees or local industrial and commercial bureaus), grocery retail stores, and residential buildings, you can also consider posting them at the entrances and exits of farmers' markets, restaurants, etc. Community Signage At the entrance of each community, the sign indicating the community floor plan is also a medium that can be used in community marketing, which can be contacted by the neighborhood committee or the street, the floor plan is uniformly produced, and the brand information is arranged on it. Hanging curtains and banners in the community If the terrain conditions allow, it is more desirable to hang the curtain advertising on the wall at the entrance of the community;The publicity effect of street crossing banners is obvious to all, and many cities no longer allow banners to be hung on main traffic roads, but banners on main roads in communities can still be approved.

1. Organize the customer base.

Who is the customer base of the community? I believe that many friends will think of the cycling group, running group, dancing group, etc. These customers are all in one community, but they are divided into many groups, how to organize them?

In fact, no matter how many groups there are, the groups we are targeting are only people who are connected by the Internet and have the same emotions and living habits.

As a business, if you want to carry out community marketing, you need to divide groups based on their common preferences and consumption habits. Plan the group and then find a breakthrough, so as to complete the first step of marketing.

2. Do a good job of positioning.

Maybe some friends will say what is positioning? Actually, there's a lot of content here. As a business operator, position the goods, know what you sell, what grade of goods; Locate the crowd and know which groups focus on taste and which groups focus on **; With these positions, we can lay the foundation for the next step.

3. Find a breakthrough with the help of marketing activities.

The activity should be planned, and the location should be selected in a large area. The variety of activities can attract everyone's attention. The purpose of the event is mainly to attract traffic, so we can post *** on the spot, so that everyone can pay attention to *** or **, or share to participate in the event.

In this way, offline customers can be successfully introduced online, paving the way for community marketing in the later stage.

4. Effectively improve customer conversion rate.

As a merchant, you must know that no matter how much traffic you have, you are not a customer, and you can't bring orders. Therefore, how to successfully convert traffic into customers is the focus of the work. If you can't convert customers effectively, then the upfront work is wasted.

Merchants need to tap the potential needs of customers with the help of effective communication, let customers trust the merchant through interaction, let customers be interested in the merchant's goods with the help of guidance, and use preferential activities to stimulate customers' desire to buy and form orders. Effective customer conversion is not in a hurry, and distribution is carried out.

1. Precision: To find the target market and highly remembered industries, forums, communities, etc. Such as:

Medical - Lilac Garden, Mother and Baby, Education - Parent Help, **-Weibo, Workplace Brand - Zhihu, Answer, etc. It mainly depends on which community the product form of the enterprise is suitable for.

2. Soft: Don't send hard advertisements, don't make smart soft articles, it's good to be ambiguous, grasp a scale of content, want to catch it, and take the bait. If you do it on the Zhihu platform, you must first investigate what content Zhihu users are used to, what content they want to see, and what problems they will oppose, step on, and report.

This is to study the platform attributes, user attributes to deduce, unconsciously users go directly to your brand's official website, ***, app, so that the drainage effect is very good, directly to observe or buy the product.

3. Initiative: Actively settle in, establish your own industry authority, and build your own knowledge system (you are a big V, everything is easy to say, such as: BMW China, Ctrip, Audi, Didi Chuxing, Lilac Garden, etc.).

4. Controversy: The content should have its own transmission point or be very disseminated.

5. Users: Users should be graded layer by layer, and each one should be broken. To build your own community, you need to do a user stratification (KOL, core users, seed users, and novice users), different users do different content referrals and recommendations, and each different user does different stratification and recommendation.

For example, the rookie post station opened in the community is not charged, but is a derivative of online services. The essence of this kind of community marketing is service, and enterprises can increase the premium for products through free community services, just like the after-sales service of 3C products can influence consumer decision-making.

With the development of big data and artificial intelligence technology, similar communities with stable customer flow and fixed labels have more monetization potential, and the concept of "community stores" is taking shape.

I don't want to explain too much about this concept, but first show you the changes in community marketing from channels to brands and then to **, throwing bricks and leading the way....