将地推传单的效果提高10倍,秘诀就是翻垃圾桶
<p></p><div style="text-align: center;"><font face="微软雅黑" size="3"><br></font></div><div><blockquote style="padding-left: 10px; border-left-width: 3px; border-left-style: solid; border-left-color: rgb(219, 219, 219); color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; box-sizing: border-box !important;"><font face="微软雅黑" size="3">第一天发传单，阅读率5%，第五天，阅读率50%，五天时间将传单的效果提高10倍，我做了什么？</font></blockquote><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">先说下我自己的背景：</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">2014-03—2015-05，联想项目管理一枚，造手机~1年研发拆了近500台手机做验证，练就无上神功：看到手机不拆就知道啥问题</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">2015-05—2015-06，学习文案课+数据分析，顺便创立onework远程工作社区</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">以上总结一句，一个拆了500台手机的小工科男，脑袋一热辞职，遇到踏浪100，学了20天课，顺便做了个网站，混入互联网金融公司，年薪不多10万。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">昨天（2016-03-08），涛神突然说让我分享，我就答应说今天来写，想了一晚上觉得记流水帐看着有意思，但没用，就决定分享自己的一次线下推广的数据分析过程。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><font face="微软雅黑" size="3">背景：</font></strong></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">产品：10元起投，年化收益13%-15%的类银行存款产品</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">推广人群：某4万级工厂普工</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">原因：经与工厂老总及人力部门充分沟通，该工厂员工年龄集中在两个区域，20-30岁，40-48岁。工厂提供食宿，员工一周工作6天半，员工工资3500-4500元。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">目标：对该工厂区4万名员工进行线下推广，完成10%的注册转化。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">通过蹲点调查，其中有5000左右员工会在员工食堂进餐，15000人在公司外小吃一条街进餐。所以共设置3个地推点，食堂门口，公司与小吃一条街的必经之路上，第三个点设置在一个超市门口（前期观察员工在吃完饭后该超市有700人次流量，且基层管理人员居多，占比60%）</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">推广方式：送小礼品，注册，发传单</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">准备工作完成，做等开工。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">首日，注册500人，发放1000张传单，通常地推结束了，数据定格，500人注册，1000次曝光。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><font face="微软雅黑" size="3">但这有毛用？！我要的是最终的结果！结果！</font></strong></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">所以重新分解整个活动。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">以食堂为例</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><ol class=" list-paddingleft-2" style="padding-left: 30px; width: 528.188px; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; box-sizing: border-box !important;"><li style="margin-left: 0px; clear: both;"><p style="clear: both; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">5000人流量涌来<br style="max-width: 100%; box-sizing: border-box !important;"></font></p></li><li style="margin-left: 0px; clear: both;"><p style="clear: both; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">小礼品吸引X人（以获得奖品数量算）转化率A<br style="max-width: 100%; box-sizing: border-box !important;"></font></p></li><li style="margin-left: 0px; clear: both;"><p style="clear: both; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">获得奖品注册数Y（后台统计）转化率B</font></p></li><li style="margin-left: 0px; clear: both;"><p style="clear: both; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">体验金及真实标投资人数Z(后台统计)转化率C</font></p></li></ol><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">转化率A通过首日不同奖品领取数量调整第二天奖品类别，增加A</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">由于必须注册才能拿奖品，所以B受A直接影响</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">但是问题来了，转化率C太低了，怎么办呢？</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;">讨论了半天，才找到关键点，</span><strong style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;">直接影响C的是那张传单</strong><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;">，但传单有多少人看我们不知道啊，突然想到翻垃圾桶不就知道了，员工吃过饭要继续上工，没用的东西肯定随手扔掉，所以只要看所有垃圾桶被扔掉的张数，就知道传单的内容他们感不感兴趣。</span></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;"><br></span></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">所以我……</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">所以我就把厂区的35个垃圾桶翻了个遍！</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">35个，我仍记忆犹新，两小时，翻出954张，只有46张没被扔掉。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">当晚回去检查了传单，发现问题：</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><ul class=" list-paddingleft-2" style="padding-left: 30px; width: 528.188px; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; box-sizing: border-box !important;"><li style="margin-left: 0px; clear: both;"><p style="clear: both; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">传单的内容突出的卖点均针对白领设置</font></p></li><li style="margin-left: 0px; clear: both;"><p style="clear: both; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;"><font face="微软雅黑" size="3">传单是三页纸，信息实在太多</font></span></p></li></ul><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></span></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;"><font face="微软雅黑" size="3">回去后，用了一晚上，把三折页精简成了1张纸，打印，再开工。</font></span></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><span style="max-width: 100%; line-height: 1.6; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></span></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">第二天发完传单，再掏垃圾桶，还是发1000张，879张被扔，回去再改！</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">打扫卫生的大妈问我：你是新来的？打扫卫生不能这么干，孩子。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><font face="微软雅黑" size="3">5天后，再翻垃圾桶，降为456张，有544张没被扔！要知道第一天的时候，只有46张没被扔掉！</font></strong></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><strong style="max-width: 100%; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></strong></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">掏了5天垃圾桶，传单留存率从0.46%转化为54.4%，掏垃圾桶功不可没。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">而我们之前最关注的转化率C，则高出了公司同期线上活动3倍之多！（数值不便透露）</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">其实说这么多我只想表达，数据分析不是高不可攀，也不是坐在电脑前面算算EXCEL，数据有的时候按照常规途径不能得到，那就换个方式，比如掏垃圾桶。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">同时，给大家分享一个自己的心得，一个公司其实有很多事情要做，而作为一个新人不要等着老板给你分配任务，自己发现了哪里有问题，就主动去做，解决，因为1个问题在那，很多人都会说啊，什么什么问题，但却没人去做，而这个时候都是你去解决了，那么老板不给你涨工资，还给谁呢？</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br style="max-width: 100%; box-sizing: border-box !important;"></font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3">如果哪条路走不通，就换条路，因为你的目标是到达终点，而不是走哪条路。</font></p><p style="clear: both; color: rgb(0, 0, 0); line-height: 25.6px; max-width: 100%; min-height: 1em; white-space: pre-wrap; box-sizing: border-box !important;"><font face="微软雅黑" size="3"><br></font></p><p style="clear: both; max-width: 100%; min-height: 1em; box-sizing: border-box !important;"><font face="微软雅黑" size="3" style="color: rgb(0, 0, 0); line-height: 25.6px; white-space: pre-wrap;">（来源：</font><font color="#000000" face="微软雅黑" size="3"><span style="line-height: 25.6px; white-space: pre-wrap;">踏浪100 微信号：talang1002015</span></font><span style="color: rgb(0, 0, 0); font-family: 微软雅黑; font-size: medium; line-height: 25.6px; white-space: pre-wrap;">）</span></p></div><div><br></div>
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