Brand-new trend, marketing old users!

Nowadays, if a brand wants to get the maximum return at the lowest cost, it must seize every customer, especially the old customers. As we all know, the cost of expanding a new customer is higher than the cost of catching an old customer. Therefore, making good use of old customer marketing can maximize the benefits brought by the same cost. When it comes to old customers' marketing, many brands may think that after the new products are listed, they will inform a wave of old customers and give them a discount to buy products to achieve zero or even fission. Although it is indeed the purpose of our old customer marketing to realize new products through old customers, the old customer marketing is definitely more than that. Let's take a look at the underlying logic behind the maintenance of old customers. 0 1. Old users are the top priority of brand marketing. In the past few years, the biggest keyword has been growth. Marketing must talk about innovation and growth, and marketing must talk about conversion rate. The whole network looks for traffic everywhere and tries its best to pull new ones, but the current situation is that the economic environment is sluggish. From last year's economic downturn to this year's COVID-19 epidemic, the Internet dividend has disappeared, and pioneering growth has become a thing of the past. We must seek growth in a more refined way, and old users may incite new growth points. Therefore, it is undeniable that from the perspective of brand and growth, old users are the core assets worthy of attention and the top priority of marketing activities. From the brand point of view, the essence of a brand is the knowledge of all users, and you are what users think of you. The brand knowledge of all old users forms a huge potential icon, thus shaping the brand and forming social influence. In the madman's view, the value of old users to the brand mainly includes the following points: 0 1, and it goes without saying that new products are broken, which is also the purpose of most sellers to protect old customers. Through the old customers breaking the zero, not only the marketing cost of the old customers is very low, but sometimes it can even help the brand to achieve fission, and it can further refresh the new product weight of the public. 02. Accurate Labels We know that there are thousands of consumers now. On this basis, labeling is particularly important. The method of accurate labeling is to improve the transformation of accurate people. Old customers are our accurate crowd, and the repurchase of old customers can naturally further increase the accuracy of brand labels. 03. Publicity If your product quality is excellent and your service is in place, it is very likely that your old customers will spread the brand twice and publicize the product for free. It is more conducive to the brand to break through the traffic bottleneck, achieve sales growth, and even achieve brand effect. From the perspective of growth, the fission growth in recent years is essentially the word-of-mouth growth of old users driving new users, and the visible growth on the path is fission. There are more invisible things. Old users admire a brand, and people nearby can't help but want to come in and experience it. Therefore, in the madman's view, the value of old users to growth mainly includes the following points: 0 1. The maintenance of old users is more time-saving than the development of new users. It takes a certain period of consideration to let customers know enough about the project and recognize the value of the project. Each of the above links will take quite a long time. From the perspective of trading cycle, the trading time of old customers is much shorter than that of new customers. 02. Maintaining old customers is more economical than developing new customers. To develop new customers, we must first conduct a detailed market survey, analyze the attributes and characteristics of customers, formulate corresponding publicity and promotion channels according to the analysis results, then implant the core value of the project into visiting customers, gain the recognition of customers, and conduct promotional activities from time to time to remind consumers to buy. Each of the above links needs a lot of financial, material and human support, so the product cost will increase greatly and the brand profit will decrease relatively. For the old customers, there is no need for them to buy again. 03. The maintenance of old customers can produce a circular effect more than the development of new customers. If the old customers are satisfied with the products they buy and the services they receive, they will be delighted and proud of their choices, and they will involuntarily brag and recommend the products they buy to their relatives and friends. A study shows that a loyal old customer can influence 25 consumers on average and induce 8 potential customers to buy. More than half of the old owners can bring new sales performance, and the old owners' resources are the precious wealth of each project. These old users who have formed a high degree of cognition with the brand are the biggest spokespersons of the brand in public opinion. What the brand should do is to make this "spokesperson" bigger, stronger and more lasting. Therefore, in the second half of the Internet, old user marketing will undoubtedly become the new normal and new trend. 02. How to achieve sustainable growth through the maintenance of old users? As mentioned above, under the wave of the Internet era, the power of word-of-mouth will bring a chain reaction to the brand and double the profit. Therefore, we should pay attention to the service and maintenance of old customers and improve the recommendation rate of old customers. Many brands are often difficult to maintain old customers and even more difficult to introduce. Because thinking is hard to change, many brands are unwilling or even excluded from the maintenance of old customers. But in fact, the old customers are accumulated one by one, and the number of customers should not affect us to pay attention to their maintenance, or in other words, the fewer customers, the more we should pay attention to them, because when the base is small, we have more time and energy to communicate with them and understand their feedback. A similar question is "My product is not the kind with high repurchase rate. Do I still need to protect my old customers?" ? Different products, different markets and different ways of playing. For products with low repurchase rate, we should pay more attention to the quality of products, so that the brand will be branded in the hearts of users. He may not need our products for a short time, but when he needs them or his friends need them, he can immediately think of our brand or actively guide his friends to buy products. In the eyes of a madman, how do old users maintain their brands? There are two main points to achieve sustainable growth: 1. Identify your "super users" and stabilize your old customers. A study by Nielsen, a world-renowned market research institution, shows that the purchasing power of "super users" is 5 to 10 times that of ordinary users. For every increase of 1%, they will bring in 10- 15% new customers and promote sales growth by 20%-25%. The so-called "super user" is actually the high-end version of the old user. They are high-value users with the strongest spending power, the highest repurchase frequency and the highest loyalty. For the brand, if you want to make personal achievements, you must first stabilize customers. Only when you gain the trust of customers will they be willing to cooperate with you and buy your products. 2. Constantly turn new customers into old customers. Many brands around us often ignore a problem. In the process of developing customers, they blindly pay attention to new customers and lose those old customers ... customers are human beings and have feelings. Only when you touch them with your heart and let them see your sincerity and professionalism will they choose to believe you. You should make the other person feel that you are working for them, not for your own performance. Do you know how a good direct seller protects old customers? For brands, customer resources are the basis for improving performance. Only by maintaining old customers and constantly developing new customers can the brand develop better and better, and its own business will get better and better. If you want to stabilize your customers, you must first leave a good first impression on them. Only in this way can we leave a deep memory for each other and have a better chance of winning. What the madman wants to say is that the premise of old customers' maintenance is actually not a skill method. If you only have one explosion, then it is difficult for you to do customer maintenance, because it is difficult for customers to buy a product repeatedly; The core of old customer maintenance is to make users like one of your products and the whole brand. Therefore, the result we will see is that brands with clear styles may not do any old customer maintenance themselves, but the repurchase rate will be high! 03, the ultimate goal of maintaining old users-fission marketing is now known to all brands; "It is better to develop ten new customers than to maintain one old customer." If old customers can repeatedly buy and introduce new customers, it will not only double the profit of the company, but also bring a steady stream of new customers to the company. But why do brands value the marketing of old customers so much? In addition to helping the brand achieve zero break, the most important thing is fission! What is fission? Tao Te Ching says that "Tao gives birth to one, two, three and all things" refers to the fission process of the growth of all things, and fission marketing also means this. From the operational point of view, fission marketing is also the last link-self-communication. Through social sharing, spread individuals to help the brand carry out new operations, so as to achieve the growth goal of bringing multiple new users to one old user. In fission marketing, there is only one desired result-the lowest cost and the largest customer growth. Although traditional marketers will also pay attention to growth, this is essentially different from the growth we emphasize by using technical means, that is, whether customers can be realized under the condition of "de-advertising", which is undoubtedly the same as the marketing of old brand users. As we all know, in the era of incomplete development of social media, advertising is the most important means for brands to gain market discourse power. The cost of advertising has two parts: one is the cost of creative production; Second, the cost of media delivery. In most cases, brands still rely on the experience of marketing teams when formulating creative strategies and launching strategies. This dependence on team experience makes it possible for creativity and launch to be a one-shot deal, with poor trial and error ability and high failure cost, which makes the brand's customer growth very uncertain. However, if we cooperate with the accurate fission channel-old user marketing, the cost of pulling new products will be much lower than that of traditional pulling new products. This pull-up flow is based on social trust, and the conversion rate and retention rate are much higher than those of traditional pull-up channels.