This is a member of the ace growth camp, as a brand owner's experience of self-broadcasting failure, and how to imitate the P2P debt collection method, fight wits and courage with live broadcast agencies, and practical skills for successful debt collection.
This article directory:
Why should I do brand self-broadcasting?
How to build a team in the beginning?
The pit of the live broadcast
How contracts protect themselves
Several tips for self-broadcasting
1. Why do brand self-broadcasting?
There are probably a few points:
I think it can increase the brand's voice, because there are about 1,000 to 2,000 UVs in the whole day after a brand live broadcast. If we have 2,000 a day, we may have 60,000 a month, which is also very good.
Increase sales and make some supplements to the sales of the whole network: our estimate is 10,000/day, and we will do 300,000 in that month. The ideal is very full, but the reality is very cruel.
Expand a fixed sales channel: There is a good increase in sales every month, so it is also very good.
There are a lot of competing products, and we especially want to do it: we have done a benchmark for competing products, and their ROI is about 1. We think we can achieve 1.5, so we started.
Outlets and Trends: Various forum speeches, including the official saying that brand live broadcast is an outlet, from Beijing to Shanghai, to Hangzhou, to Guangzhou, almost all people tell us that we must do it, not do it, experience It's been a whole half-year struggle, so we're officially launching in July.
At the beginning, the goal of our brand live broadcast was very clear. To achieve 300,000 sales in three months, the ROI could be 1.5. If we achieved 1.5, the telemarketing list pitchers would have unlimited volume. This is one of our own goals. If this goal cannot be achieved, we will call it quits and leave, so in the end, we will lose a few hundred thousand, and then we will quit.
2. How to build a team at the beginning?
I know a lot of agency agencies, the general cooperation fee is 34,500,000, and the commission is 3 points, 5 points, and 10 points.
We talked about maybe 10 people in Hangzhou, and then we wanted to build our own team. We did the math. There are two anchors, one field controller, and one operator. The average cost per person is 10,000 yuan. Our monthly fee is four to five. Wan, if we fail and we cut people off, we need n+1, and we may lose more, so we dig a mature team.
Before coming to us, the team made more than 10 million brands in half a year, and the person in charge of the investment was not bad, so we packaged the whole team from another agency and put it into our own company for operation. Therefore, we are not the same as the general traditional DP, and it is not the same as what we built by ourselves. Everyone is a complete team, and they have experience in cooperation, including the anchor who also broadcast from the previous brand is not bad.
Be confident and start working.
The live broadcast started in July, and it took 2 weeks to test first. It was 4 hours at the beginning, and it reached 8 hours in the first week. It is also our experience of the whole Douyin and other brands. Since the broadcast starts at least 6 hours a day , Let's come for 8 hours, I think it's not bad, it's better than others, the whole mentality is like this.
At the beginning, one of our investment methods was Douyin Xpress Tweet, because the brand people were inaccurate in everything, and it was also some opinions given by our pitchers, so after two days of voting at the beginning, we gradually changed it from transaction to increase. This is one of our plans for the first two weeks.
In fact, the investment cost is not very high. The total amount of the first two weeks is about 14,000. Two anchors.
We have worked with many anchors before and after, why?
There is still a big gap in the status of the anchors. To be honest, there is a big difference in the conversion status of a 100 yuan an hour anchor and a 300 yuan telemarketing list an hour anchor, so we are constantly changing anchors to adjust, and the state of the anchor is very special. It's important, and I gradually discovered a point: the male anchor is better than the female anchor, and I also listened to other friends' recommendations. After testing it, I found that the male anchor is indeed better than the female anchor in the same state. .