The 2017 Taobao Mid-Year 618 mid-year promotion is here, with merchants offering various discounts and various product promotion activities emerging one after another. Men's and women's clothing is the hottest time for summer models to be launched. Various activities in Taobao, New Force Week, Men's God's Day, Queen's Day, and various traffic support and support. Faced with such traffic changes, how should other categories stabilize themselves? It is another big problem to do a good job in our basic traffic. As Taobao and Tmall 618 approach the approach of various paid traffic and new product promotion, how should we do it, how to grasp the direction of paid traffic promotion, how to flexibly use promotion tools, how to promote the entire store weight traffic, and how to achieve the Diamond Exhibition? Let’s start with an outdoor store now.
1. Store data
Taobao Mid-Year Big Diamond Exhibition Promotion
This store is a Tmall flagship store, with its own registered brand and produced by its own manufacturers. It mainly focuses on mountain bike riding equipment. The store has more and more complicated products, such as cycling suits, air pumps, fenders, cycling protective gear and mountain bike supplies. Store paid traffic promotion methods are used more frequently. Taobao customers account for the main source of paid traffic. Overall store paid traffic, Taobao customers have the most customers, direct trains are the second, and drilling exhibitions are the least. The repurchase rate of old customers in the store is low. For the overall store, the crowd labels are relatively messy, which leads to the promotional population at the beginning of the diamond exhibition.
2. Taobao and Tmall 618 mid-year promotion preparations
In addition to paid promotion and main venues, the overall 618 mid-year promotion is also an indispensable basic project. In the early 618 period, the overall purchase and collection brought by the preheating of paid promotion also depends on the overall discount activities of the merchants to buyers during the mid-year promotion in 618 and the preheating of the store itself. The overall preheating of the promotion activities of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of the preheating of
(1) In the early stage of 618, the diamond exhibition will be preheated in conjunction with the store’s activities during 618 to promote the purchase and collection of new people.
(2) In the early stage of 618, the Diamond Exhibition is aimed at the maintenance and notification of old customers in the store and the notification of activities during the store 618.
(3) In the early stage of 618, the overall notification and traffic of competitive store customers is being made to promote the increase in purchases in the store, and the transaction conversion of competitive store traffic during the event has been achieved.
(4) Starting from 618, the diamond exhibition aims at the preheating period, and promotes transactions for the additional purchases and collectors during the preheating period.
(5) Starting from 618, Diamond Exhibition is promoting existing users of the store to promote transactions of existing users.
(6) The overall store competition plan is closed to attract new users again, and the store activities will continue to be completed in cooperation with the store activities 618 to continue to increase the store population and maintain store customers.
3. Creative materials for diamond exhibition during Taobao and Tmall 618
The store prepares different diamond exhibition patterns for different plans and groups of people at different times to promote them in a targeted manner.
Of course, the overall diamond exhibition copywriting can be closer to the overall 618 preheating and store activities, and the effect will be better.
4. Drilling exhibition orientation and resource position selection
The overall orientation and resource position selection of 618 depends on the effect you want to achieve. For the drilling exhibition plan I mentioned above, the overall orientation below is three dimensions, and the population and time period are carefully divided for promotion. First of all, for the preliminary warm-up plan, the first dimension of the entire store is to add purchases and attract new products. Add purchases can use visitor targeting to identify some people in similar stores, such as similar baby targeting and visitors themselves, expand outwards indefinitely, and purchases. During the period, traffic is to be larger, and you can use CPC mode to accurately spend traffic to achieve well-known displays.
The first dimension of the whole store is to add purchases and attract new products. Add purchases can use visitor targeting to identify some people in similar stores. Similar baby targeting and visitors themselves expand outwards in a direction that expands the number of people in endlessly and conducts additional purchases. During the period, traffic is to enlarge the larger directions. You can use CPC mode to accurately spend traffic to achieve the effect of well-known display and well-known purchases, and also promote store behavior and attract new products.
The second dimension is mainly harvesting. For those behaviors brought by the preheating plan in the early stage, users will conduct a collective harvesting plan for such users and old customers during the event. In the early stage, it is time for the harvesting season. At this time, the overall DMP orientation can help you harvest individual tags and multiple crowd harvests, and match different DMP labels to accurately harvest people. During the event, a separate new recruitment plan is still needed to expand the direct transactions of new users for large promotion traffic.
Different traffic orientations can also be established according to the store traffic period to meet the consumption of targeted people at different times, and the selected consumption period of popularity control and select the consumption to achieve a well-known profit ratio.
Different time periods are used for different targeted groups.
During the event, after the big promotion, the overall drilling exhibition will cooperate with the store to expand the crowd and attract new customers during the big promotion and stabilize the overall stability of the traffic entering during the big promotion. To increase customer population. Regarding the resource position, the overall promotion is warmed up until the overall end. The resource position is mainly first-level resource position, supplemented by niche resource position on the PC homepage, so as to achieve the level of popularity and promote the overall exposure of the store.
Choose different resource locations according to the different needs of your own store. Generally speaking, for the activities of the 618 mid-2018 major promotion, PC and wireless first focus are generally selected for promotion.
5. Data presentation
Now the store promotion plan plus single product promotion plan is combined to consume between 1,000 and 1,200 yuan. Baby purchases are averaged between 200 and 300 yuan per day. Because the overall crowd label of the store is relatively messy, the optimization of the entire store diamond exhibition label is only completed 30 days later. The early diamond exhibition delivery data is not very ideal, the overall store customer order is low, and the overall purchase data is not very good. Because there are too many Taobao customers in the store and the crowd label is messy, it is difficult to do when the diamond exhibition is first opened, and the data is not very good. After a month of diamond exhibition optimization, the overall store label has been stable. The single product promotion plan will be launched in mid-April, and the main direction of the store is cyclists. On May Day holiday, the diamond exhibition has grasped the single product promotion direction, and the overall store data has also soared rapidly from April to May.
6. Summary
1. For mid-618 major promotion activities, you must do a good job in the early warm-up, and overall purchases are very important;
2. The preheating time is very important. Grasp the overall preheating and purchasing rhythm, and accelerate the harvest as a whole.
3. During the warm-up period, you must find the right people and methods. For the event promotion crowd, the main event cooperation in the store reaches a proportion of the overall new recruitment, and pays more attention to purchasing and collecting, and prepares for the harvest of old customers after the event begins.
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