Doing a good job in member marketing is the driving force of brand operation

Brands have become increasingly aware of the power of the private domain in recent years, shifting their focus from pan-customer volume to single-customer gross lifetime value (LTV
).

Why do affiliate marketing

20% of customers can bring 80% of the brand's revenue, and accurate member customers are the key focus
of private domain operations.

The operation of private domain members brings not only revenue, but also long-term customer asset precipitation and word-of-mouth communication, accumulating greater potential energy
for subsequent marketing conversions.

Global membership drains private domains

Most brands have basically formed a membership system
on e-commerce platforms such as Jingtao Jian Kuai before laying out private domains.

Build a high viscosity membership system

Membership points system
.

Focusing on the two dimensions of "retention activity" and "consumption", it provides two credit schemes
: global order to point and community operation to point points.

Make a friend has set up a variety of interaction points in the private domain, including continuous check-in, reading tweets, group chat daily interaction, subscribing to live broadcasts, and so on
.

Whether it is subscribing to a live broadcast or interacting with a private domain, it can promote users to return to the public domain to watch the live broadcast and make consumption
again.

Member rights design
.

When designing benefits, it is necessary to match the just needs in the service scenario and use 3 steps to find the most correct member interests or interest points: collect potential benefits, such as accessories, special events, travel, insurance and other interests; Conduct a small survey of potential members to identify the most attractive points of interest; In-depth study of customers, mainly ranking the value of interest
.

For example, Heytea provides different exclusive coupons for different members, for example, VIP 3 members can get a second half-price coupon immediately after upgrading, and VIP4 members will get 1 free coupon
.

The strategy of crazy coupons to promote repurchase is not something that every brand can adopt
.

Members need a "sense of ceremony" of special status
.

The membership tag system profiles users

All refined operations are ultimately inseparable from "labels"
.

In general, user tags can be set in the following six dimensions: user attribute dimensions, including personal attributes such as gender, age, and birthday; Product life cycle dimension: first-time users, repurchase users, product exhaustion users; User life cycle dimensions: including RFM (consumption frequency, recent consumption, consumption amount), sleeping users, VIP 1 level users, etc.

In addition, user tags support custom editing, which can create tags for customers based on the above dimensions; In the process of chatting, if the keyword is set in advance, when the user mentions the keyword, it will be automatically tagged
accordingly.

Hierarchical classification of members

If the user label is to help the brand understand the needs of users, then according to the label to carry out the classification of content push, in-depth segmentation and operation of different customer groups, for different customer groups, output personalized content is the inevitable strategy
of brand refinement operation.
How to carry out targeted operations for the user membership level?

For newly registered new members, the brand needs to display the first purchase offer, newcomer points, newcomer gift package, etc.
in a timely manner, and guide members to spend
by issuing coupons and other means.
Three squirrels prepared a coupon of 150 yuan for newly registered members, respectively, 148 minus 20; 178 minus 30; 150 minus 100; After joining the membership, members can redeem all coupons after multiple re-purchases, and at the same time, they can regain points and redeem various snacks
for consumption.

For important members, it is necessary to focus on exclusive discounts, birthday gifts, point giving, etc.
, with the purpose of retaining members and allowing members to perceive and enjoy the rights and interests of members on a daily basis; For silent members, points redemption and point deduction can be reminded to wake up members and stimulate repurchase; For lost members, they can be recalled
through promotional text messages, time-limited bulk discounts, etc.

(lap volume)

China Food News (2022-09-27 08 edition)

(Editor-in-charge: Gao Na)