Smart lock terminal marketing of the three magic

Smart lock is one of the most popular and challenging sunrise projects nowadays. The huge market space attracts people of all walks of life who do not know how many people care, but the degree of consumer awareness and acceptance of this category is still biased. Under low circumstances, the growth rate of the project has caused disappointment for too many people. Many new customers are completely confused after joining the industry and do not know where to start. In view of this situation, the three related documents previously published in the public number were deliberately compiled into one for sharing, which is very suitable for the development of smart lock terminal marketing of large and small distributors.

Magic One: Community Promotion

In the era of mechanical locks, many people think that community promotion is sweeping buildings. In the era of smart locks, many people think that the promotion of the community is to set up a stall in mature communities.

From the perspective of pragmatism, this view can not be wrong, it seems to be the simplest and most effective way to carry out community promotion. In the fierce competition era, there will always be certain results, but with the changes of the times. Intensified competition with the market, such a primitive model may not have much effect, holding the idea that there is no date to play a dice, sometimes the idea is still marginally profitable, but a little carelessness will make a loss to make money. Want to do a good job of community promotion, we first come to re-examine the specific meaning of this term. In Baidu, the definition of community promotion is this:

The so-called community promotion, simply speaking, is a series of planning, promotion and promotion activities for new commercial and residential properties. All the methods and methods that are conducive to attracting the attention of community owners, enhancing brand image, and achieving purchasing behavior can all be incorporated into the area of ​​community promotion. Such as elevator advertising, delivery of a single page, DM direct mail, banners or huge suspension, celebration show floor show, on-site consultation, home decoration classroom, free design, free paving, rewards, sales and so on. Community promotion activities are aimed at planning, marketing and promotion of target consumer groups that are short, flat, and fast. If corporate culture construction, enterprise system construction, product line planning, and brand development planning are strategic content, then community promotion is one of the effective tactics for supporting enterprises (production and distribution companies) to achieve strategic planning.

Although this interpretation has been further sublimated, there are still many biases. If it is placed in the smart lock industry, it is even less applicable. Seeing here, some people will inevitably ask, this is not OK nor that, then, in the end what kind of smart lock community promotion model?

The author believes that all the work that can be carried out around the promotion of target community owners to purchase products can be regarded as community promotion. After the combination of smart lock marketing features to filter and eliminate, the community promotion methods that can finally be applied to smart locks can be roughly classified into three categories:

First, display class:

1. Temporary set-up points in the community, a period of about half a month, about three months or so; the preferred check-in time is about 3-5 years or a mature high-end residential community with a certain old customer base; If it is a new community with better quality, it can also cooperate with the decoration company to co-locate, but pay attention to the cost of control;

2. To cooperate with residential properties and establish long-term product demonstrations at the property management office. If they do not have such capabilities, they may also consider cooperating with locksmiths.

3. Experience terminals or distribution outlets will be set up in the periphery of the community, especially if there are 2-3 large-scale real estate areas that are relatively concentrated. You may consider opening a store near the main road with the largest number of people.

Second, brand communication:

1. Put all kinds of hard advertisements in the community;

2. For the community to launch new media advertising, such as WeChat circle of friends, if the community is an intelligent community, can also be placed in the community APP advertising;

3, in the area outside the district to launch hard advertising or production and installation shop tricks, light boxes, etc., must choose a good location relative to the shop, and even consider an empty shop, that is, no store of their own products as long as the location of a good advertising effect can also be considered free Making and installing shop tricks or light boxes;

4, for the community business direct investment ads, such as DM, SMS, mail and so on.

Third, direct sales:

1. Make use of old customers who have installed and used products in the community to introduce them and develop them into consumers.

2. Initiate publicity and organization of group purchases among opinion leaders from various owners within the community;

3. Directly develop community agents or collect model houses.

The above three types of methods do not necessarily require distributors to fully spread out, but rather use targeted solutions in light of their own circumstances and local market conditions, but they must be combo boxing, and they must not only think of a simple trick. Eat all over the world, for example, currently most of the large-scale developer's real estate has community e-commerce, if only to cast an advertisement on the mobile phone APP, lack of cooperation with landing activities, that effect can not be guaranteed; and, just put the above The work mentioned is far from enough. It is also very important to follow up, maintain, and manage the intended customers and customers who have already traded in the later stages. This also requires at least one necessary premise, that is, the distributor must establish itself. A strong team and scientific system operating mechanism, including a reasonable organizational structure, scientific salary performance system, a sound training system, etc., strong market planning capabilities, etc., if the dealer is still just starting to do not have the above conditions Under the circumstances, it is even more prudent to choose the business model that is most suitable for you to focus on development. Piece and then carry out community promotion at maturity.

Magic II: WeChat Marketing

Frequently friends add me WeChat and asked me why my smart lock business is always doing poorly. In this case, I usually look at this friend's WeChat circle of friends first, and then ask him a question: How can you share even a little smart lock in your WeChat friends? Do you do it well?

Since its inception, WeChat has grown rapidly. According to Tencent’s data released in April 2017, WeChat now has nearly 900 million monthly active users and 10 million public numbers. Within a few years, it exceeded QQ and became the largest in the country. social media. The development of WeChat also allows more and more companies and businesses to see the significance of this new media application in the marketing field. Therefore, various WeChat marketing theories and methods emerge in an endless stream. Even micro-businesses will follow suit. Appeared, how to use WeChat to promote the brand and products and even sales has become the topic of the whole society, and even heard that some companies have set up a WeChat marketing department to research and explore the development model of WeChat marketing.

The development of smart locks in the domestic market has been for 10 years, and this 10 year period can be divided into two phases. One is the first five years of independent development, and the other is the phase of deep integration of WeChat marketing in the past five years. As a smart lock practitioner, I open a circle of friends every day, but surrounded by various smart lock information, smart locks, brand communication, promotion, installation case sharing, and release of raw materials and accessories. Information, as well as my knowledge of smart lock marketing theory, shows that we attach importance to WeChat marketing. In the past, when visiting a very smart smart lock agent in Changchun, he also clearly expressed WeChat marketing. In his marketing system occupies a very important position.

From this perspective, it is necessary to attach importance to the use of WeChat marketing in smart lock marketing.

Corresponding to this trend, there is no mature model for any enterprise or any merchant to do WeChat marketing. It is said that although WeChat Marketing has been launched for at least five years, everyone is still touching. Stones cross the river; the same applies to smart locks, and most people only stay in the stage of talking to customers and making friends. The effect is good, but you can sell a few locks. The difference is also numerous. So, in the end how to better carry out the smart lock WeChat marketing, here to introduce several very practical and effective methods for dealers.

First, take the initiative to share in the circle of friends.

As smart lock practitioners, especially those engaged in sales, they should actively share information in the circle of friends themselves. The contents of sharing may include smart lock knowledge, security anti-theft knowledge, brand promotion, promotional information, installation cases, or taking pictures with the owner. However, there are many problems in the actual situation. The main performance is as follows:

1. When the boss or professional manager sends a message, the employee does not send it, or everyone does not send it. This situation will result in too little influence;

2. Either you don't send it for a long time, or you get a lot of it, or you send a lot of messages every day. This situation is easily blocked by WeChat friends.

3. The contents of the transmission are messy, unattractive, unreadable, and even typos. This situation can lead to negative effects.

The above three conditions, which are not conducive to the development of work, are as follows:

1. Set up a moderate circle of friends to share rewards and punishments to enhance the enthusiasm of everyone sharing in the circle of friends;

2, by the person responsible for the unified planning to organize the contents of WeChat friends to share, and then sent to each team member to send;

3, bosses and professional managers must set an example;

4. Make a reasonable sharing frequency. One or two days a day is more appropriate. In special circumstances, it can reach 2-3 each day. If it happens to be a large event, it can be shared more frequently on the day of the event.

Second, encourage customers to share in a circle of friends

I mentioned in many previous articles that the introduction of old customers is an extremely important part of smart lock marketing. How to encourage old customers to share in WeChat friends circle is an important part of this link. basic work. The most used method in this regard is to cash back a cash back or send a single gift to the customer, that is, after the customer has shared the storefront, transaction information, or post-installation photos in a circle of friends, the merchant provides a certain cashback quota or gift.

Third, good at carrying out WeChat owners group marketing

Now the communication of the owners of each community has long been upgraded from the previous QQ group to the owner group. I wrote in the previous article that there was a distributor who used the evening hours to promote within the owner group and traded 6 pieces. The case of locks shows the importance of owner group marketing for the promotion of smart locks.

The personal requirements of the personnel for this work will be very high. Generally speaking, the following conditions must be met:

1, love smart lock sales and even to achieve a feverish attitude, has a strong professionalism, those who are accustomed to work in the nine-to-five to do not want to work is unable to do a good job owners group marketing;

2, have a strong communication skills and professional knowledge, are indispensable;

3, must have a certain price decision power;

4, can take the initiative to control some small expenses, such as more than a few hair red packets in the owners group, and everyone interact is extremely necessary.

In addition, when selecting a group of owners, it is possible to focus on the selection of groups of owners who have old customers, who can communicate with owners and opinion leaders, and who can flexibly formulate some cases in which the number of intended customers reaches more than one. Group purchase preferential policies to stimulate transactions, in addition, for the active brand promotion within the group or even with a single industry to give a certain reward.

Fourth, WeChat marketing public number or marketing promotion platform

The WeChat marketing public number is now a must-have promotional tool for brand companies, and it is the same for many businesses. However, due to the late development of the smart lock industry, and the weakness of the manufacturers, the level of operation in the WeChat public account is generally the most common, of course, does not rule out Individual outstanding dealers have surpassed most manufacturers in this aspect, but more often they are limited to issuing promotional articles. The most advanced practice, but also some companies have achieved is to upgrade the WeChat public number on the basis of the development and development of WeChat marketing platform, set fan management, customer management, etc., can form a huge database, or even with a micro-mart function, Customers can order directly from the above and provide services such as distribution, installation, and after-sale service from nearby stores. This type of platform will receive more and more promotion and applications in the future.

Magic 3: Introducing the old customer

The old customers turn to introduce the importance of intelligent lock marketing, in fact, no doubt, but many friends on the surface although it attaches great importance to this work, but there is no appropriate method of operation to achieve the purpose of promoting the transfer of old customers, this will lead to Work can not be carried out effectively, and sometimes there are some situations where people can't help but cry. For example, a dealer friend told me that they paid a visit two days ago and found a customer installing a smart lock in 2014. There was no return visit. In the past three years, I had not learned how to open fingerprints. Instead, I had been using passwords to open the door. This kind of situation seems to be a bit bizarre, but if this is the case, the old customers Where can we turn from the introduction?

Next, we will give you a detailed introduction of some of the most practical ways to carry out an old customer transfer job.

First, the old customer introduces the new customer's precondition

The old customer referrals have their necessary preconditions as follows:

1. The old customer believes in the reputation of the dealer and is satisfied with the service provided by the dealer;

2. Old customers identify products and companies;

3, have a sense of trust in the dealer, the relationship sublimation become friends;

4. Old customers have a certain appeal in their network of contacts.

If you want old customers to help you to introduce, first let's see if you meet the above four conditions, at least to meet 2-3 of them. And some people may say, how can we not meet? There is no other way to continue to maintain old customers until the conditions are met.

Second, what kind of old customers will help you introduce new customers

In practice, not all old customers are willing to introduce new customers to you. Even if it is your service, some people will only help you to speak a few words when others have active needs. They will also be more objective. . Therefore, dealers must strengthen the analysis and judgment of the old customers and identify key customers who are more likely to help you introduce new customers. The following three types of customers are more likely to implement referrals:

1, like performance, like the honor of the customer, take the initiative to help you transfer the introduction, and do not have any benefit;

2, more realistic customers, actively request a commission or other forms of return;

3, pure friendship customers, purely out of the relationship between friends to help.

Third, by which people to participate in the introduction of old customers to introduce the work?

For smart-lock dealers, bosses, managers or guides, and installation and maintenance personnel should all be the participants in the referral work.

1. Boss (or professional manager): The management's attention and operation concept are the preconditions for the introduction of the old customers, and they must not only attach importance to, but even set an example, playing the role of a model, so that all employees fully understand The importance of this work;

2, the manager or shopping guide: to achieve the old customers to transfer the introduction of the process, there are several important work is to rely on the manager and shopping guide to complete, one is the customer file management, the second is a return visit, the third is free home maintenance, And the manager and shopping guide are the first to contact the customer and promote the transaction. Their words and deeds directly affect the old customer's comprehensive impression on the dealer, product, brand and other aspects;

3. Installation and maintenance service personnel: There are still many distributors outsourcing this work. On the face of it, the cost is saved. However, the introduction of the old customer's referral work has brought a very unfavorable impact. This is because of the installation and maintenance. Service personnel are the product and technical authority in the eyes of users. As long as the outsiders have some brains, they can grasp your old customer resources in full by staying in the phone, adding WeChat, etc. In addition, once the product fails in the process of use, the customer first For a time, it will be thought to find installation and maintenance personnel to solve the problem. In this way, it is easier for service personnel to establish a communication link with customers. It is easier for old customers to introduce the service through the satisfactory services provided by these personnel. The dealer’s own business must be affected. Based on this situation, it is recommended that dealers must configure professional installation and maintenance service personnel to provide customers with comprehensive and standardized services, and strive to improve customer satisfaction. They can also arrange for them to provide free home maintenance services for old customers in their leisure time. .

Fourth, learn to give up, only have

As the saying goes: Li Qing is a matter of courtesy; China is a state of etiquette, and "Book of Rites • Song Li Li" also says: Come and not be indecent too. As long as you treat customers as friends, usually pay more attention to greetings, important holidays or provide free on-site maintenance with some small gifts, although the cost is not high, but customers will certainly understand what you think, as long as he is on your products and services. Satisfied, what are the difficulties in transferring the introduction?

Five, return visit is a stepping stone, free home maintenance is a booster

Formulating an old customer return visit plan and making reasonable arrangements for return visits is a stepping stone for good old customer referrals. It is recommended that return visits be conducted for old customers every 3-6 months; in addition, new customers should be provided at least once for free home maintenance. The work will greatly increase the distance between dealers and old customers, and it is the easiest way to realize the introduction.

The density of the overall work arrangement depends on the dealer’s own manpower situation.

In addition, there are many ways and means to do a good job of transferring old customers, such as VIP cards, points, vouchers, etc., but these basically belong to the category of icing on the cake, and do a few of the above tasks. To be able to do a good job for old customers to transfer the basics!

The three magic weapons described above are extremely effective work methods for smart lock terminal marketing. As long as they are implemented according to the above methods, the performance will certainly be greatly improved without taking too long.