Smart lock low-cost promotion must see: 3 minutes teach you to play WeChat community marketing!

When it comes to communities, we are all familiar with the term. A community is a group formed on the internet, based on people's shared interests, identities, aesthetics, and values. These few sentences capture the essential elements of a community:

First, new forms of human relationships that differ from traditional ones;

Second, using the internet as a platform—this isn't just about WeChat (though WeChat communities are an important part of this strategy);

Third, the concept of "the circle," which means that members share something in common.

Community-driven business activities can be considered social marketing. Since WeChat has become the most widely used messaging app in China, WeChat groups naturally serve as the main channel for community marketing. Today, WeChat community marketing is already being widely adopted, especially for household products and fast-moving consumer goods (FMCG).

From an organizational perspective, WeChat community marketing can generally be divided into two types. The first is professionally organized with short cycles, aimed at promoting high-frequency consumables or some durable goods like home building materials and appliances. The second relies on personal reputation, long-term engagement, and genuine sharing to influence others within the circle. These products are often purchased less frequently but carry higher value, and they require quick, spontaneous purchases.

Due to the broad target audience of smart lock products, many professionals have turned their attention to WeChat communities in recent years. Some have even achieved notable success through this channel. However, due to the relatively short history of the industry and the late development of social marketing, most people are still not fully familiar with this model. In the following sections, we’ll explore how to effectively implement WeChat community marketing together.

First, the Four Basic Elements of WeChat Community Marketing

1. Physical Store

Many might wonder why physical stores are mentioned when everything is online. In the long run, the smart lock industry will inevitably return to the nature of retail. Online and offline integration will create a more seamless experience for users. Without a physical store, purely online promotions may struggle to achieve real results. Many who only focus on community marketing without a physical presence have experienced this firsthand.

2. High-Quality Product

This goes beyond just the product’s quality and performance—it also includes the services provided around the product by the dealer.

3. Loyal Customers

Existing customers’ experiences and testimonials play a crucial role in driving the success of WeChat community marketing.

4. Strong Planning and Execution

Excellent event planning and execution are key to success. Leaders or hosts must have strong communication skills, charisma, and quick thinking to handle objections without damaging the brand’s image.

Second, Two Ways to Build a WeChat Community

1. Violent Group Building Method

Executives and existing customers directly invite friends and family according to a plan. Those who bring in more members receive gifts, either collected in-store or delivered via mail. This method is fast, but the quality of the group may not be high, with many inactive members.

2. Daily Accumulation Method

Through daily interactions—such as in-store consultations, referrals from old customers, or asking for opinions in personal networks—members are gradually invited to join. Once a certain number (e.g., 50 or more) is reached, a group is formed. Though slower, this approach tends to attract more engaged participants.

Third, the Activity Cycle: 1+1

"1+1" refers to combining an online activity (within the group) with an offline event at a physical store, typically lasting around two days.

Once the group is built, the next step is how the owner or leader can execute the online event with the help of an assistant.

1. Materials Needed for Community Activities

Prepare brand introductions, product details, core selling points, certifications, anti-theft films, and WeChat QR codes. Before the event, organize all text content clearly, back it up, and ensure it’s concise and easy to understand.

2. Essential Skills for Maintaining a WeChat Community

Start with a red envelope to create excitement, then explain the purpose of the group. Highlight the disadvantages of traditional locks from the perspective of security and convenience. Intersperse testimonials from loyal customers, then introduce the brand’s value and product features, along with certificates.

The host should be observant. When enough interested members join, announce the event policy and respond promptly to questions. Activity policies can vary—deposit doubles, gifts, discounts, etc.—but must align with your situation.

3. Implementing the Activity Online and Offline

If you have a physical store, especially one located in a supermarket or community area, use it as the venue for the event. If it's a building materials store, try to avoid attracting unrelated customers. If necessary, hold the event in a different format, such as a night banquet.

4. Creating a Community Atmosphere with Rewards

During the event, continuously send red envelopes—ideally 5-6 times in 30 minutes. If participants make deposits, you can add extra red envelopes. For those who invite others to join the group, reward them once a certain number of invitations is reached. Similarly, reward those who complete transactions later.

These kinds of WeChat community marketing campaigns cost very little—often just a few hundred dollars—but can significantly boost brand awareness. With proper planning, achieving ten or more orders per session is not a dream. Some have even managed 20-30 orders per event. Compared to traditional methods, the advantages of WeChat community marketing are clear. It truly is one of the most cost-effective ways to promote smart locks today.

Author: Guo Zheng | WeChat ID: IBOLON

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