Private Domain Operation Fifth Lecture: How to Realize Revenue Growth by Building Private Domain Traffic

In 2020, the situation will be more severe for the physical store industry, and many of them will not be able to sustain it. There are many shops for sale on the street. The catering industry is particularly serious, because the catering industry has higher store area and manpower requirements, so the absolute cost is higher than ordinary physical stores. Once the number of customers entering the store decreases, the store will face high cost pressure. Therefore, this year's catering industry can only stop losses in time by closing its doors. Under such circumstances, how does a newly opened hot pot restaurant achieve a monthly revenue of over 100w?
1. Constructing a private domain traffic pool
This hot pot restaurant officially opened today on June 6, and in the following month, it achieved the first wave of exposure through advertising on the local marketing official account, accumulating 5 articles and total reading The amount is 8w+. The content structure of the advertisment is basically: store introduction + discounts + scan code pre-purchase vouchers.
①Introduction of the store: mainly includes the display of the decoration style of the store and the recommendation of special dishes, etc.
②Discounts: mainly through the timeline to carry out stepped discounts to attract customers to shop for consumption.
③Scan code to pre-purchase coupons: mainly by placing a personal number QR code for pre-purchasing a 50-yuan coupon with a 100-yuan coupon in the soft article to realize the transfer of online traffic to the private domain traffic of the store.
Such a delivery method has greater advantages for the past:
1. In the past, it was more of a product promotion function, and the effect could not be counted. The method of adding friends to purchase coupons through the QR code can be more intuitive through the conversion rate. The total amount of pre-orders come to judge the effect of the promotion.
2. Precipitate the first batch of customers in private domain traffic, train them to become core seed users, and bring optimization suggestions for all aspects of new store opening.
Through the early local media advertising, the first batch of customers came to the store to consume. However, restaurants such as hot pot restaurants generally focus on gatherings. Therefore, the first batch of customer consumption also brings a new batch of potential customers. When you get down to the store, you will start to keep them.
Free drinks to guide users to add WeChat
When the evening market started to around 7:30, several shop assistants began to pick up their mobile phones to explain the rules of the game at 8:30 to each customer in an orderly manner, and through the use of complimentary drinks Encourage users to add their personal WeChat account, and customers will immediately receive an invitation to join the group after adding a clerk. (Until the last time I made a purchase again, the group that my friends entered was already the 10th group, and each group was almost 500 people, totaling 4800+.)
2. Gamification of private domain traffic
1. On time every night the game ending in red envelopes
one by one into the group when the clerk will be in the customer base on to explain the rules of the game, while other staff will also be creating an atmosphere in the group warm-up, the clerk will send circle of friends to remind others not in stores Of customers participate in the game.
 The main rules of the game are:
 ①The red envelope drawn with the last number of 6 rewards ice powder;
 ②The red envelope drawn with the last number of 4 rewards wine making;
 ③The best luck will get a 6.8% discount coupon;
 customers in the store can redeem immediately, customers who are not in the store The screenshot is valid for 15 days.
Although this kind of game design is very simple, it has two major benefits for customers.
On the one hand, for customers who are consuming in the store, they can use such mini games to gain extra prizes to increase the richness of the dishes while dining;
on the other hand, for regular customers who are not in the store, they can obtain corresponding prizes through such games. Stimulate them to come to the store for consumption within the specified time, and to participate in activities remotely for a long time, and there may be red envelopes and prizes at the fingertips.
2. Encourage customers to win prizes and share.
In the aspect of store customers, it is mainly when customers redeem the prizes on the spot and the clerk sends the prizes to the table. Encourage customers to take photos or record small videos to send to the group or circle of friends, and complete the sharing. After getting a pot of wine.
If the prize is a 60% discount coupon, the clerk will again encourage customers to take a small ticket to share at the checkout.
For customers who are not in the store, the clerk will send the electronic voucher in private chat, and share the screenshot of the chat record to the group, thereby enhancing the authenticity of the game activity and attracting customers to participate in the activity every day.
3. Winning prizes in online big talk dice competitions
will dim the lights of the hot pot restaurant at 9:30 and turn on the night market. In fact, it can be understood as a restaurant and bar mode. At this time, the hot pot restaurant has basically flipped the table once. A group of new customers come to the store to consume drinks. When the new customers order the drinks, the clerk will hold the sieve cup with the customer to play a three-game dice game with two wins. The customer wins Snacks will be delivered if it is finished. Regardless of whether the customer wins or loses, the clerk will guide the customer to add the clerk's personal number and join the group to participate in the 10:30 big dice game. The first customer can get a dozen drinks, the second half a dozen, and the third place gives two copies. snack.
At around 10:30, the clerk sent a small program link to the customer who just added the WeChat through private chat, and then five tables and one room to compete, the winner in each room promoted, and then the room competition, so the first two Three, and after the game starts, the clerk will share the room link just now to the group, allowing customers who did not participate to watch the game.
4. Preferential lunch to increase revenue.
 Generally, the main income of dinner hotpot restaurants is the evening market, and the attendance rate of the lunch market is often very low. In the private domain traffic of this hot pot restaurant, most of the customers are white-collar workers working in nearby office buildings, so this hot pot launched a special lunch in the lunch market to create another considerable income.
This hot pot restaurant first launched in the local media in the form of "store introduction + discount offer + scan code pre-purchase vouchers" to divert the first batch of customers to self-built private domain traffic, and use gifts to induce customers who spend in the store to enter the private domain Flow, and then revitalize the private domain traffic through the red packet mantissa game and the big dice game. Customers greatly increase the repurchase rate, and with the special lunch, they achieve uninterrupted revenue from lunch to early morning. So far, the hot pot restaurant has exceeded 200 orders for take-out in the lunch market, and the evening market and night market attendance are full, and there is a queue outside the store to achieve monthly revenue of 100w.
Through the operation and management of private domain traffic, revenue growth is achieved. Today’s sharing is over here. If you like it, pay attention~