6 distribution activities, fission 1.23 million, I summarized 8 key points (pitfalls)

Distribution is a low-cost and high-efficiency lever to leverage the growth of community benefits. If distribution is done well, both enterprises, channels and consumers can benefit, forming a virtuous circle. In this article, the author summarizes 8 key points (pitfalls) based on his own experience for reference by interested friends.

If you only want to see the conclusion (pitfall), it is as follows:

• Tools are important: real-time payment is the biggest motivation
• Product sorting: physical goods > courses > live broadcast (courses or activities)
• Importance order: Product packaging (including price) > Promotional resources > Posters > Details page
• The basic logic of distribution: wave-like sales
• Team PK can increase sales by about 33%, which is more interesting
• The sales in the first three hours account for about one-third of the total sales.
• Data Analysis: Finding the Big Node
• After-sales work: The amount of energy spent should be more than 50%, and the user flow should be designed well

Distributing is fun, and it’s fun to keep distributing! I still remember that the first time I did distribution was in April 2020. At that time, I made a "Training Manager Skills Map" for the corporate training industry with reference to various maps in the operation field, and distributed it in kind. The sales volume on that day was 3,333 copies (a very memorable number). Now the sales volume at the distribution end is 6,000 copies, and the total sales volume at other ports is over 10,000.

Then it became unstoppable, and various distribution methods were launched, including courses, physical products, live broadcasts, training camps, etc. The distribution prices ranged from 49 yuan to thousands of yuan. It can be regarded as various attempts. Two of them became hits, and most of them had mediocre sales. Overall, it was OK. I summarized 8 key points (pitfalls) for reference for those who are interested (for reference only, different industries and products may have different distribution ideas and effects, and I can only speak for myself).

1. Think about it first, why do you do distribution?

Why do I do distribution? It's very clear, it's to acquire customers, or because I'm poor! As a course platform in the field of corporate training, Peiban APP spends all its money on content production. And our user group is very vertical: trainers in enterprises (niche field), even if they have money, they dare not spend it recklessly, and there is a high probability that it will go to waste. What operations can do is to acquire customers with sincere content. If you make good content and continue to make good content, users will come naturally.

Whether distribution can make money is a trade-off! You can also share all the profits with users and distributors, which is a win-win-win situation. The essence of distribution should be this win-win-win situation : the organizer gets users or profits, users get good products, and distributors get distribution bonuses.

So, why do you want to do distribution? Customer acquisition or revenue?

2. Tools: The First Consideration

There are many distribution tools on the market. I will not make any analogies here. I will only use Zero One Fission. There are three reasons:

1. Zero One's first sass product is a distribution tool, and it is currently the largest in China. If you want to choose, choose the top one.
2. The price is not cheap, and you must not choose the cheap ones! There are also many expensive tools. It depends on the company's strength and background. You should choose the products of the top companies.
3. After-sales service is something you can only experience after you buy it, including guidance during the first activity, which is very important. They did a great job.

There is one function that the distribution fission tool must have, which is real-time payment! If you have your own merchant account, you can save the WeChat withdrawal fee, and you need to open the background: payment to change function. There is a small detail here, which is to go to the WeChat payment background to see the number of times your family has paid to change. Because considering the large node distributors, the number of orders a day may be dozens or hundreds, then this number is required to be >10, so that you can continue to receive reminders of change arrival, which feels very good.

For other requirements and operations of the tool, please refer to the background functions of Zero-One Fission. Just search on Baidu and you will find them. I will not go into details!

3. Whether the distribution is successful, you should know before distribution

If we rank the many factors that affect the success of distribution, what is the first one? I think it is the product, or more precisely, the product packaging . Don't be discouraged if you are doing operations, all aspects of operations are also very important. However, from the 6 activities I have actually operated, it seems that the product is indeed the first, not the operation.

Good products speak for themselves , just like good names, they are very popular! Distribution, a form of fission, is very dependent on the popularity of the product. Distribution requires that the cost of explaining the product is extremely low, and the sense of value is very high. Therefore, under the same resources, the distribution effect of physical products is better than that of virtual products. The following are two physical products we operate: knowledge maps and dry goods calendars. These two products do not require too much cognitive cost, and they are heavy physical products. They are free to ship to your home, and the sense of value is very strong, so the distribution effect will naturally be good.

From the perspective of the probability of successful distribution, physical goods > courses (including training camps) > live broadcasts (live broadcasts of physical goods, live broadcasts of events, etc.).

In order to ensure the success of distribution, there are several small actions that can be taken in advance:

1. Before distribution, you can test sell on a small scale. If the reputation and conversion rate are relatively high, you can release it on a large scale.
2. If it is not suitable to sell in advance, you can do a questionnaire survey to inform us that the product is about to be released and see everyone's feedback. This is also a means of preheating.
3. If you don’t have a sense of successful distribution of your own products, then that’s basically it. Operators must cultivate their own sense of the product. Feeling is sometimes more important than data. It is a terrible ability!

4. Product packaging (including price) > Promotional resources > Posters > Details page

Apart from the product, from an operational perspective, which factors are important? As the title suggests, I have ranked them. Let me explain them one by one.

1. Product packaging

Product packaging mainly includes two parts: product selling points and price. The mining of selling points is not only about writing copy, but more importantly, your value proposition . To put it bluntly, it is what value your product can bring to the target users. This value is best what they need, rigid, and high frequency .

The second is price and distribution ratio, which is particularly important. These two prices are also decisive factors for the success or failure of the first launch. At the same time, we also need to calculate the cost. We can use an Excel sheet to calculate various costs. Especially the setting of the first launch price is very technical, and we will set a tiered price based on the product and sales situation to force orders.

Regarding the distribution level setting, is it one level or two levels? I personally don’t think it matters much. My understanding is that if the first level distribution ratio is larger, the distribution bonus that can be displayed will be more. The official operation said that if it is two levels, it can bring more sales. I have doubts about this, and I haven’t figured out why yet. If you know, please leave a message to reply, thank you!

There is a big pitfall here, which will bring a lot of customer service pressure. When you choose distribution, is it invitation binding or payment binding?

The superior-subordinate relationship established by invitation binding is locked to the person who scans the QR code for the first time. This method is suitable for locking fans in a large area. Payment binding means that no matter who you have bound to before, if you scan my QR code and then purchase, the distribution bonus will be counted as mine. This method is simple and easy to understand, and does not require too much explanation.

Both methods have their pros and cons. Now that the invitation payment binding principles have been released, there are detailed explanations in the tool background. You must pay attention when practicing. If you are really confused, chat privately.

2. Promotional resources

Promotional resources are the second most important factor after products. Don’t fantasize that you don’t have any resources and your WeChat Moments will be flooded with messages as soon as you promote your product. That’s just wishful thinking. Be down-to-earth in discussing channels, accumulating distributors, building your own WeChat Moments, and working hard to increase the number of fans on your official account. These can all be used when distributing.

If there is some funding, these industry-related big accounts can either negotiate CPS sharing (basically no account owner is willing to do this now), or talk about advertising, and the operator will bear the distribution results themselves. Or try to negotiate a partial semi-CPS model, pay part of the advertising fee first, and then discuss the sharing ratio later.

With the publicity resources, how to use them is more important. If you don't use them well, it will be a waste of effort. If you use them well, it will be very effective!

3. Poster

There is a huge difference between the design of marketing posters and brand posters. If your company is designing this for the first time, you must tell him that the purpose of your poster is not to look good but to achieve marketing results.

To sum up, here are a few key words for marketing posters: big, eye-catching, and impulsive.

First of all, it should be big. Try to make sure that the main title of your poster can be seen in the circle of friends without clicking on the picture. And the interest point must be big and prominent. Big is everything! Don't be afraid of being laughed at by the designer. The operation is responsible for the big, and the designer should be responsible for the beauty based on the big.

Then, it is eye-catching. Here we are talking about the color blocks and the logic of the poster division. Generally, a poster has five areas: the head brand area, the main title, the subtitle, the interest point, and the bottom marketing area. And a marketing poster must be very eye-catching. The main title is eye-catching, and the color is eye-catching.

Finally, it is about impulse. The function of the poster is only one, which is to make users press and hold to scan the code. The description of the interest point here is very important! It also tests the skills of the operation copywriter. It is still very difficult to make users have the impulse to press and hold to scan the code immediately on a small poster.

Regarding the writing of poster copy and the layout of the major sections of the poster, it is recommended that you take a look at the relevant courses of Zhiqun, which provide detailed introductions.

4. Details page

The details page settings should be done together with the distribution tools, which determines the purchase conversion rate!

It is generally divided into three parts: main title, subtitle, and details page.

Main title: Highlight the interest points and try to create a sense of urgency!

Subtitle: Supplements the main title, continues to create a sense of urgency, and can explain the benefit point a little bit.

Details page: the key to conversion rate, a good details page means a good sales. Let me emphasize one point: please be sure to start writing your details page based on issues that users care about!

There is another pitfall here, which is to make sure to write a clear no-return statement and mark it as much as possible. Otherwise, you will be fleeced!

5. Basic Logic of Distribution: Wave-like Sales

Next, let me ask you a question. If you have 10 public accounts and the total distribution time is 7 days, do you evenly distribute the time over 7 days and arrange for the 10 public accounts to publish and push articles one after another, or do you use up all 10 bullets on the first day? The answer can only be the latter!

This involves the underlying logic of distribution. The key to the distribution momentum is to swipe the WeChat Moments. As the saying goes, if you want a user to buy, you only need to influence three of his friends. When you see your friends in WeChat Moments swiping the same poster, you will 100% click in to see the details.

This is the underlying logic of distribution. There is a book called "Sales in Waves" which also talks about this. So, if you have 10 public accounts, in order to flood the screen, of course you should send out all of them on the first day, so that you can cover a wide range of your user groups.

Of course, there is also a very important detail, which is to send out the resources at the same time , and then all you can do is: let the bullets fly for a while!

It is recommended that you classify the promotional resources, assign different categories to different operations partners, and then report the progress in the project group.

6. Increase sales by another 1/3: Personal rankings vs. team PK

The personal ranking list is designed to motivate individual distributors. It is an additional reward based on the distributor's distribution bonus. Generally, it is set to the top 5 in the ranking list. The setting of the bonus must be clearly calculated.

Team PK is more interesting and more intense. Let different distributors form several teams and compete with each other in sales. You will find that the final reward is not what they care about most, but the honor of the team is the first priority.

Whether it is a personal ranking or a team PK, a core issue here is cost accounting. I suggest that distributors should make a good table to calculate the selling price, distribution ratio, logistics costs (if it is physical goods), and net income, and allocate the ranking bonus and team PK bonus to each order to calculate the bonus amount setting for both.

The general principle is to look very attractive and at the same time not to lose money on every order!

There are a few pitfalls here. One is that the reward requires a certain sales volume. For example, the first place prize is 6,666 yuan, but 300 orders must be completed.

Another pitfall is to set a time for bonus distribution, especially when you are busy with shipping and after-sales service. The speed of bonus distribution will affect the next cooperation of marketing distributors.

One small detail is how to stimulate the sense of competition among teams: at a fixed time every day, sales rankings are conducted and sent to each team.

7. How much can be distributed is determined in the first 3 hours, so the launch time is very important

Whether a distribution event will be a hit can be roughly predicted before the distribution. And how much can be sold is basically determined in the first 3 hours. Generally, the sales volume in 3 hours is 1/3 of the total distribution sales volume, and the sales volume on the first day is 1/2 of the total sales volume. Note that it is the distribution sales volume, not the total sales volume.

Just like our popular product "Trainer Growth Calendar", this product has typical group buying attributes. Our distribution sales are about 5,000 copies, while the group buying sales (without distribution) are 15,000 copies. Here, distribution has spread the potential energy, and when sales staff convert it into large-scale sales, they basically talk about price and delivery time, and the order conversion rate is very high.

So the question is, since the first three hours are so important, which three hours should we choose for distribution? The fundamental question is, when is the first release time? Which day should we choose from Monday to Sunday, and what time should we choose for 24 hours?

I usually release on Wednesdays, which I determine by elimination. First, Thursdays and Fridays are not recommended because they are the weekend, users are less willing to place orders, and it is not convenient for subsequent operations (996 operations can ignore this). Then Monday is the next. I personally think that everyone has a lot of things to do on Mondays, with various meetings waiting, and it is not convenient to place orders. Finally, Tuesday is the last choice. Well, this is simply because our company does not schedule public accounts on Tuesdays, so I didn't choose it.

So what time should I choose? First of all, I recommend morning, when everyone wakes up in the morning and sees the screen being refreshed. In addition, morning is a new day (a new flag), and there is a strong motivation to learn and improve, and the willingness to pay for knowledge-based products is relatively high. Finally, you need to choose the time when your users are swiping their phones, such as 8:00-8:30, when most people are still on public transportation and still have time to swipe their phones to pay.

So the time we choose is basically between 8:00 and 8:30 on Wednesday morning.

8. Data analysis to find your answer

Data analysis ability is the basic skill of operation. Large companies are very fond of operation + data technology talents. If you have more SQL, Python, data mining and other skills on your resume, your competitiveness will be much higher. However, no matter how good your data analysis skills are, it will be useless if you don’t understand the business. Understanding the business is the prerequisite for analysis. I will not explain the technical aspects of data analysis here, but only show a few sets of data. If you want to learn data analysis technology, I recommend a few related books that I often read:

• Python Data Analysis and Visualization
• "In-depth and Easy Data Analysis"

Below I will present several basic data aspects of distribution in the form of questions:

1. Normally, what do you think are the sales trends at each level of distribution?

Generally speaking, the first three levels of distribution are the bottom level, and from the fifth level, the sales gradually decrease. However, in one distribution, the sales from level 1 to level 2 decreased, and the sales from level 3 suddenly started to increase. This is a problem. After analysis, it was found that a large node suddenly participated in the distribution at the third level, which strongly increased the sales of the third level!

2. How many levels can the distribution of hot-selling products generally reach?

Generally speaking, a good distribution must reach at least 11 levels. If it can reach 16 levels or more, it should be able to explode!

3. What is the passing distribution conversion rate?

For physical products, the rate is at least 33%, while for virtual products, the rate may be slightly lower, but at least 28%.

4. Different channels should be set for different promotional resources to facilitate data statistics later

For example, we designed a separate channel for SMS, and later we could see the conversion rate of SMS, and the ROI was very high. This allowed us to find the overlooked traffic pool among many promotional resources.

5. Always pay attention to distributor data, establish an internal data ranking list for distributors, find core distributors, and serve them well.

9. After-sales work is more important than before distribution

Especially when it comes to delivery, invoices, refunds and other issues, after-sales work is inevitable. The characteristic of distribution is that orders are placed in large quantities in a short period of time, and the after-sales pressure is often the greatest at this time. A large number of sudden inquiries will directly paralyze the customer service system.

There is no other way, so I have to arrange a few more partners to share the after-sales pressure. There are several actions that must be taken:

1. Provide good user flow guidance and guide post-purchase users to the private domain traffic pool
2. It is recommended to use the live code function of WeChat for Business
3. WeChat has set up the first-time friend reply and configured the questions that users care about.
4. Late user activation should also be taken into account, especially the first 7 days for new users

If you do the above steps well, you can basically alleviate most of the pressure problems. In addition, several pitfalls on the customer service side must be avoided:

• Refunds are strictly prohibited. Do not refund easily, otherwise you will be taken advantage of by those who want to take advantage of you.
• All bargaining is rejected
• For small-scale group purchases, we do not participate and do not use the customer service system, allowing users to find ways to distribute to each other.
• Logistics, a reliable logistics company is really important, even if it is a little more expensive, it is worth it

We firmly believe that customers are not God, and only equal relationships can be maintained for a long time. It is not advisable to please users by offering low prices or without principles. As long as we continue to produce good products, users can feel our professionalism and dedication, and at the same time strengthen our customer service professionalism and gradually improve service satisfaction, this is the right way!

10. Final Thoughts

Each distribution should be a project. As the project leader, you are responsible for every aspect including product, operation, sales, after-sales, etc. The success or failure depends 70% on yourself and 30% on your feeling.

Of course, the above is just a summary of some methodologies. There are so many details in a good distribution, and due to limited space, I cannot elaborate on them one by one.

I desensitized the operation SOP and mind map summarized from 6 distribution reviews and shared them with interested friends. It can be said that with this SOP and mind map, you can basically avoid various pitfalls in distribution. These two materials also guided us to achieve sales of 1.2 million.

Author: Uncle Liangshan

Source: WeChat public account "Liangshan Uncle"