Author's note: This is a manuscript I wrote at the end of May last year and then put it in a folder and forgot to send it out. Some details may not be very applicable now due to changes in WeChat rules, but the core gameplay can still bring some thinking. <
My colleague’s parents opened a small shop near our company that sells rice bowls, fried rice and noodles. The main customer groups are office workers in nearby office buildings and vendors in nearby vegetable markets. The store is very small, with only eight small tables in total, and each small table can only seat four people. The dining table is basically undecorated and is the most common, very greasy wooden table in street shops. This is the most standard fly restaurant in Chengdu.
The Fly Restaurant has been open for more than two years. Because of my colleagues, we often go there to eat. Of course, the price of the restaurant is very affordable. We can eat a large portion of shredded pork rice bowl for only 11 yuan. We are a lot of old men. No one ever said he didn't have enough to eat. Last year, the clients that my colleagues were responsible for began to use WeChat projects, and the clients attached great importance to their colleagues, so they began to live with WeChat every day. In the early days when there were not many fans, this guy developed a habit of sitting on the toilet after returning home at night and using his official account assistant to tease his fans, calling him humane. In fact, I think it smells like human shit. Another side effect of this habit is that his girlfriend even thought that he must be having sex behind her back. However, due to the particularity of the client's industry, the effect of co-workers teasing on the toilet was very good and the interaction rate was very high. This resulted in colleagues in their group often working overtime during that period. This guy was teasing his colleague on duty while sitting on the toilet, and was being teased back to him in front of the computer.
Then one day, probably around New Year’s Day, this guy was obsessed with teasing fans on the toilet. However, because the WeChat account of the client he was responsible for had begun to take shape, and the number of fans was increasing, he could no longer push content randomly. This directly resulted in no more room for him to play. So with our instigation, he decided to help his parents’ fly restaurant become more fashionable and start the WeChat marketing of the fly restaurant. Facts have once again proven that customer understanding and strong support are one of the most important conditions for social marketing. This colleague’s mother’s surname is Zhang. Let’s call her Aunt Zhang for the time being. Aunt Zhang is very fashionable. She already had her own WeChat account in 2001 and is very supportive of the ideas of her son and his colleagues who don’t look like serious people at all. But according to colleagues, the main reason is that we don’t charge. What a perfect mother-in-law! Then it was about registering a public account, making some simple interfaces, and designing a landing image. After simple preparations, this fly restaurant started its WeChat marketing journey. We estimate that this is probably the smallest company to participate in WeChat marketing so far. Catering brand!
So far, the vast majority of WeChat fans come from offline customers. First, colleagues asked Aunt Zhang to go to Xiao Wang's advertising printing shop next door to make a roll-up banner and a small square plastic sticker at an unknown cost. However, the roll-up banner was basically useless. I planned to place it at the door of the store, but was scolded by the urban management on the first day. So I could only put stickers on the four corners of the eight wooden tables. Apart from the QR code, the stickers contained nothing more than some content such as following on WeChat and sending ribbons of hot soup. The first fan of WeChat was not Aunt Zhang’s son, my colleague, but Xiao Wang from the printing shop next door, because he thought it was quite novel for a fly shop to have WeChat.
At the beginning, Aunt Zhang was particularly active. Every time a customer came in, she would take the initiative to recommend WeChat to others. Not to mention that this trick really works. Young people working in office buildings are always full of freshness about the combination of traditional industries and the latest Internet products. In the first week, the number of fans has been close. This number may be too small to be ignored for most brands, but for a fly restaurant like Aunt Zhang with only eight small wooden tables, it is already a quite large number. Of course, in addition to the freshness of young people, Aunt Zhang's silk soup also played a big role. Many noodle shops like Aunt Zhang in Chengdu do not provide shredded soup for free. Even the bone soup provided by some noodle shops is made from seasonings bought at the food wholesale city. The silk ribbon soup provided by Aunt Zhang was made by herself from pork bones and then cooked with cooked ribbons when serving the soup. It must be said that it was very attractive in the cold winter at that time. Aunt Zhang once again taught us that products are the core competitiveness, and marketing is just the icing on the cake!
In the period after the Chinese New Year, probably in late January, the number of fans on the WeChat account was close to 10,000. Perhaps she felt that there were enough WeChat fans. Perhaps it was because the store was too busy due to the increase in customers that Aunt Zhang stopped recommending WeChat to customers, which directly resulted in the number of WeChat fans not increasing by more than one in the past ten days. After the colleagues realized this problem, they coerced Aunt Zhang to recruit another waiter. Aunt Zhang continued to provide customer service so that online and offline services could be seamlessly connected. After that, the number of fans grew back to normal speed. Colleagues concluded that for local life services such as catering, leisure and entertainment, social marketing should be integrated online and offline as much as possible. Social marketing must not be regarded as just a form, but as a kind of gene, integrated into the entire enterprise. Create a human touch and turn the weak relationship between the brand and the user into a strong one.
In about five months from the beginning of Weibo’s operation to the beginning of May, the number of Weibo fans of Aunt Zhang’s Fly Restaurant has exceeded the number. Although the number is small, it is already the limit and has almost attracted all the WeChat users around who may become old customers and old friends. What has WeChat marketing brought to this one of the thousands of fly restaurants in Chengdu
The number of takeout phone rings has decreased, and more customers are ordering takeout via WeChat. And it has cultivated a large number of regular takeout customers to order food at a fixed time every day (usually around) and deliver food at a fixed time (around noon)
. The profit of the fly restaurant in this month and month is twice that of the same period last year. I didn't get the specific data about this multiple, but was told by my colleagues (most of the increased profits are due to the increase in old takeaway customers). Created more jobs for the society.
In Chengdu, most of the restaurants that require queuing are hot pot restaurants, Chuanchuanxiang, and a few breakfast restaurants. Aunt Zhang’s Fly Restaurant is probably the first restaurant of its type in Chengdu that has people queuing up.
, online marketing and offline services organically brought together many new customers to become old customers and many old customers to become old friends.
During the operation of WeChat, teasing messages pushed by colleagues sitting on the toilet still have a very high interaction rate. In addition to the information generated from the toilet, this account has only pushed four serious information. The first time was a dish information with a picture comparable to the menu of a five-star hotel. It lost nine followers and has never pushed such information again. The second time was because of the newly launched mushroom rice bowl. The discount that everyone could enjoy on the first day was promoted. The next day, all the materials prepared for the mushroom rice bowl were sold out. The third time was because of the New Year message and New Year gifts for the coming year. The fourth time you can enjoy a free cup of sour plum soup with the coupon was in early May because my colleague’s father unfortunately suffered from gallstones and needed to go back to his hometown for surgery. In addition, the couple was getting older and the store was involved in demolition, so they decided to close the store.
In the entire process of operating WeChat public accounts, one of the things we all regret the most is that we should not open public accounts like this. If we use ordinary accounts, the effect will actually be better. First, we can use the circle of friends to do more things. Interaction and marketing without causing resentment to others. Secondly, every time colleagues sit on the toilet to tease, they can continue to complete the interaction on the toilet without having to rush to the computer.
This is actually the reason why both the online image and the offline boss lady are flesh and blood. Not just a concept.
WhatsApp
