Nowadays, all kinds of beauty salons can be found everywhere in the streets and alleys. With the homogenization of beauty salons, consumers have more and more knowledge about beauty salons, and the business of beauty salons is becoming more and more difficult.
At the same time, with the development of the Internet, the bosses of beauty salons may find that the more difficult it is for traditional drainage methods to work, the more difficult it is to achieve performance, and the higher the cost of publicity.
As a result, the unit price of each beauty item has increased, and the purchase price of customers has also become higher. If the cost performance is low, the customer's cost will be reduced.
So how to use the community to quickly acquire customers, reduce acquisition costs, and increase conversion rates?
Let's analyze it through specific cases.
Case background:
There are 9 employees in the store, covering an area of more than 200 square meters, and a beauty and body center. The decoration of the whole store is still more suitable for the current decoration style. The location of the store is a bit off and a bit far from the commercial street. Naturally, few customers come to the door. The surrounding communities are all mid-to-high-end communities with high occupancy rates. The store has been here for three years and has a large number of old customer resources on hand. A large part of it has been lost. There should be more than 80 left.
After understanding the basic situation in general, this store is actually easier to do. Lankemo classroom sharing only needs to activate these old customers, and let the old customers make fission transfer introduction, you can get a steady stream of customers.
So, how can we activate old customers and let them refer willingly?
1. Design drainage plan to create allure
1. The original price is 1280 yuan, 10 times of shoulder and neck grooming, now you can get it for only 128 yuan;
2. The original price of 1480 yuan and 10 facial deep moisturizing 10 sheets are now also 128 yuan; you
can choose one of the above two packages You can also go to the store to receive an eye massager worth 399 yuan from Jingdong.
Note:
The cost of deep moisturizing for shoulders and face is 100 yuan, and the price of gifts is 20 yuan, which is equivalent to 8 yuan per customer.
2. Establish an incentive mechanism to fully mobilize the enthusiasm of employees
1. Divide employees into 3 groups, 3 people in each group, PK each other every day.
2. Each person pays 60 yuan, and the boss puts out 1,000 yuan and puts it into the bonus pool as a PK reward;
3. In addition, 6 yuan is given out, and each customer will reward the employee with 6 yuan for each transaction.
4. During the entire activity, the boss and employees perform their duties together and bear the additional costs incurred;
5. Formulate performance appraisal indicators, and the company will give rewards to employees who complete the performance appraisal indicators and send them separately.
3. Build a community and create a personal IP
1. Shape the personal IP image of the beauty salon and show the professional image of industry experts to customers;
2. Create a community to create a queen-style high-end life exchange community.
4. Invite old customers to join the group and activate your seed users
1. Make all the content into electronic posters, offline display stands, and leaflets;
2. Let employees pull all old customers who can be attracted to the community;
3. Distribute the first wave of red envelopes in the group to see the members of the group The level of activity.
If the activity is not high enough, send a second wave of red envelopes, the amount does not need to be too large, and the atmosphere can be aroused.
4. Play games in the group, draw a lottery, send a thermos flask worth 198 yuan to Jingdong, choose 3 lucky people to give away;
5. Play the red envelope game again, let the group owner determine the first prize, the public account . Let’s share 3 of them and give out a set of moisturizing mask set worth 95 yuan;
6. The size of the red envelope is determined according to the number of people who come. The more people there are, the larger the amount of red envelopes;
7. See everyone in the group More active, it launched 128 yuan activity content.
In fact, the entire club activities are divided into three days:
1. Invite old customers to join the group on the first day, activate the old customers for the first time from 8 pm, and establish preliminary links;
2. Form a team to compete on the next day, and then establish contacts. Deepen trust;
3. On the third day of red envelope warm-up, red envelope content will be issued, and offline activities will be invited for 128 yuan, and the previous content will continue after the event.
5. Design a fission plan to expand the number of community members
1. Invite 5 local women over the age of 20 to participate, buy 128 yuan of activities, and get a hair dryer worth 128 yuan;
2. Invite 10 local women over 20 to participate, and purchase 128 yuan to get value A smart electronic scale worth 168 yuan;
3. Invite 15 local women over the age of 20 to participate, buy 128 yuan activities, and give a yogurt machine worth 298 yuan.
During the whole process of the event, there are of course some negative factors in the public account and the sharing of the classroom: some people think this is deception and do not believe that this kind of activity is real.
At this time, you need to respond quickly:
1. Please provide testimonials from customers who have bought, and attach pictures of products and gifts.
2. Send a package of 128 yuan in the group and invite those who think that they deceive customers to experience the store.
Tell her: If you are a liar, pay ten times.
This store has achieved good results in doing so. In about 10 days, more than 500 people came to the store to buy 128 yuan experience coupons. Therefore, the online drainage activities were stopped, and the next offline conversion was performed.
Really achieved the use of community resources to reverse the profit and loss!
This practical case is shared here, and the rest requires you to actually operate, otherwise you only have the theory but do not act, and there will never be a result.