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

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

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

Second, it relies on an internet platform as its foundation—not just WeChat, but also the broader WeChat Community Marketing Center;

Third, it refers to a circle where people share common ground.

Community-driven business activities can be considered social marketing. As WeChat has become the most widely used communication tool in China, WeChat groups naturally serve as the main channel for community marketing. Today, WeChat community marketing is widely adopted, especially for household goods and fast-moving consumer products.

From an organizational perspective, WeChat community marketing can be roughly divided into two types. One is a professionally organized model with short cycles, ideal for promoting high-frequency consumption items or some durable goods like home construction materials and appliances. The other relies on personal reputation, long-term service, and experience, aiming to influence people within the group through sharing. These are usually high-value, infrequently purchased products, where impulsive buying is less likely.

Due to the broad target audience of smart locks, many professionals have recently focused their marketing efforts on WeChat communities, achieving notable success. However, since the industry is still in its early stages, social marketing itself is not yet well-developed. As a result, many people are still unfamiliar with this approach. In the following sections, we will explore how to effectively implement WeChat community marketing.

First, the Four Basic Elements of WeChat Community Marketing

Physical Store

Many may wonder why physical stores are mentioned when the focus is on the internet. In the long run, the smart lock industry will inevitably return to the nature of new retail, where online and offline integration creates a better user experience. Without offline support, purely online promotions struggle to achieve real results. Many who only do community marketing without a physical store understand this deeply.

Good Product

This isn't just about product quality and performance, but also the services surrounding the product offered by the dealer.

Old Customers

Their experiences and feedback play a crucial role in the success of WeChat community marketing.

High-Level Planning and Execution

Excellent event planning and execution are key to success. Those leading the process need strong communication skills, expressiveness, and the ability to respond quickly. They should handle customer objections without leaving negative impressions, which can even enhance brand image.

Second, Two Ways to Build a WeChat Community

1. Violent Building Method

Executives and old customers directly invite friends and family according to a plan and join the group. Members who join are encouraged to bring more people. Those who bring in a certain number of people receive gifts, which can be collected at the physical store or sent via mail. This method is efficient but often results in low-quality members, including inactive users.

2. Daily Accumulation Method

Through daily interactions, such as in-store consultations, referrals from old customers, or asking for opinions among friends, people are gradually invited to join. Once a certain number (e.g., 50+) is reached, a group is formed. While slower, this method ensures more accurate and engaged members.

Third, the Activity Cycle: 1 + 1

"1+1" means combining online brand and product promotion within the group with an offline physical store landing, typically taking around two days.

The group building process has been outlined above. Next, we'll look at how the owner or president can execute an online activity with the help of an assistant.

1. Required Materials for Community Activities

Prepare materials such as brand introduction, product details, core selling points, certificates, anti-theft films, and WeChat QR codes. Organize the text for the entire event in advance, separating it for backup. Keep the content concise and avoid lengthy messages.

2. Essential Skills for Maintaining a WeChat Community

Start the event with red envelopes to create a lively atmosphere. Then briefly explain the purpose of the community. Highlight the drawbacks of traditional mechanical locks from the perspective of security and convenience. Include testimonials from old customers, then introduce the brand's value and product features, along with relevant certificates.

As the host, observe the group closely. When enough interested participants are present, promptly announce the activity policy and answer questions quickly. The design of the policy should be based on your specific situation—options include deposit doubles, gifts, or discounts.

3. Implementing the Activity Online and Offline

If the store has a physical location, preferably a supermarket or community shop with no nearby competitors, use it as the venue for the activity. If it's a building materials store, try to avoid attracting casual customers. If necessary, hold the event as a night banquet at the market.

4. Using Rewards to Create a Community Atmosphere

During the online event, continuously send red envelopes. For example, 5-6 times in an hour. If deposits are involved, additional red envelopes can be given later.

Throughout the event, reward members who actively invite others into the group. When a certain number of invitations are reached, give them gifts. Also, offer extra rewards to those who make purchases later.

WeChat community marketing is cost-effective, often requiring just a few hundred dollars. Yet, it can significantly boost brand awareness and generate sales. With proper planning, ten orders per session are not uncommon. Some have even achieved 20-30 orders per event. Compared to traditional models, the advantages of WeChat community marketing are clear—it’s one of the most cost-effective methods for smart lock promotion.

Author: Guo Zheng | Micro Signal: IBOLON

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