Creative advertising points Ray-Ban recognized throughout the world as one of the most effective and original. It was thanks to advertising that Ray-Ban glasses became the best-selling glasses in the world. Let's try to figure out what the secret of success lies advertising company this popular brand. 
Image advertising is the secret of Ray-Ban's popularity
The first glasses under the brand Ray-Ban were released back in 1937. They were Aviator glasses with dark green lenses. They were developed by Bausch & Lomb specialists on a special order from the US Department of Defense. Aviator goggles were designed for US Air Force pilots.
The first living popularizer of Ray-Ban glasses was General Douglas MacArthur, who commanded the US Pacific Fleet. Due to the fact that the general loved these glasses so much and almost never took them off, they appeared in many photographs of that time. During those war years, every man wanted to look like a heroic general, which ensured the incredible popularity of Aviator glasses.
The second model of glasses was Wayfarer. They were released in 1952, had a plastic frame and came in a variety of colors. After Holly Golightly, the heroine of the film Breakfast at Tiffany's, appeared on screens around the world wearing these glasses, they gained incredible popularity and are still popular today. Their unisex made it possible to sell the same product to both women and men. Ray Ban Wayfarer glasses were worn by everyone, even such stars as Marilyn Monroe and Andy Warhol, John Lennon and James Dean, Bob Dylan and Roy Orbison.
Ray-Ban marketing specialists have repeatedly used a cunning strategy to position their glasses through cinema. Thus, the Wayfarer model was worn in the movie “Risky Business” by Tom Cruise and Rebecca de Mornay.
In addition to film advertising, Ray-Ban glasses were promoted by many pop stars, athletes and other celebrities both on television and in print.
After Bausch & Lomb sold Ray-Ban to the Italian company Luxottica Group in 1999, Made In Spain took over the advertising of these glasses. They started with the advertising slogan “Till the end.” In 2007, the company TBWA\CHIAT\DAY took over the baton from them. In March 2007, they launched the advertising campaign “Never Hide,” which translates to “Be yourself.” Thanks to the Internet and viral advertising, this company became mega-popular and continues to this day in various variations.
In July 2018, VKontakte announced the release of a new format “Collection of applications”. The format is an advertising post with a button in the news feed. Only when you click on the button, it is not the site that opens, but the entry form in the VKontakte interface.
Example of an advertising post with a feedback form
This is what a typical advertisement for collecting applications on VKontakte looks like
Example of an advertising post with a feedback form
A little more about the format with the form on VKontakte
- You select a picture, title, description, fields to fill out either manually or with a choice of answer.
- Choose where it is more convenient to receive notifications about new applications: by mail or in personal messages on Vkontakte.
- Integrate with popular CRM systems such as Bitrix.
- The user's contacts are automatically loaded from the profile: name, phone number, etc. -- making it easier to generate leads.
- The form loads faster than the website. And the issue of loading speed is important for mobile traffic.
- Even if the first touch didn’t work, a base of “warm” clients is being collected with whom you can work in the future.
- Processing of personal data. When setting up forms, you'll need to add a link to your privacy policy, just remember to follow it.
How to improve the effectiveness of advertising on social networks?
While working with the new format, tasks arose that were supposed to make life easier for call center managers and increase the impact of the advertising campaign.
It turned out that Call center managers like to sleep at night and relax on weekends. At first, notifications about applications were sent to administrators of the official VKontakte group. There were enough managers for a week, because the leads poured in non-stop.
How can we ensure that requests are sent to managers in real time? On VKontakte and myTarget the issue was resolved simply. In the form settings, the email addresses of those to whom new applications were sent were indicated. On Facebook and Instagram, the only option is to set up integration with a CRM system, which our client did not have. The solution was to send lists of new applications to the client’s managers every morning.
Solutions to basic problems
| Problem | Solution |
| How can we debug the system for accounting for advertising requests so that the statistics on them are more transparent? | We created a Google spreadsheet in which we entered all requests from advertising along with the status of their processing. |
| How to reduce the percentage of refusals and non-calls from applications? | We included in advertising only those promotions and offers that led to a clear and understandable target action. |
| The store managers did not know what promotions were currently running. | |
| It was revealed that the managers of the online store have no information about the availability of goods. | We started advertising items that are available in large quantities and determined the salon that we advertise in order to avoid transporting one frame from salon to salon. We agreed on periodic updating by the client of the lists of availability of goods that are present in the advertisement. |
Example of a Google spreadsheet for tracking applications
Below is an example of a Google spreadsheet for tracking applications. You can use automated analytics systems if the volume of applications is very large. But if you are just trying it out and need to understand what functionality will be needed in the end, Google Sheet is free and effective solution. You won't spend hundreds of thousands of rubles on implementation. The issue of discipline in filling out the end-to-end analytics system will still not be resolved :)
Dynamics of the number of applications and CPA
The moment when we started working with the “Collection of applications” format
The moment when they started keeping a table with notes from managers about the status of the application, and the cutting off in the statistics of applications with the status “not called” and “refusal” began
Current result of the advertising campaign
- We have consistently received about 165 leads per month from all social networks.
- The percentage of refusals over the last month was 11.1%, non-calls 25%. 63.9% - positive conversion from an application left to one already completed after the call. Advertising messages that were more suitable for the format reduced the bounce rate from abandoned leads.
- We realized that requests from social networks need to be processed quickly while they are hot. And the Google spreadsheet helped us work with them more quickly and also monitor the bounce rate.
- Communication is established between the agency, the client’s marketers and call center managers. The interaction of all participants in the process is very important for each party to understand the overall situation. This helps to understand the project more deeply and see the next steps to optimize advertising campaigns.
Quality of applications from social networks
This whole story clearly shows what is important:
- Always follow the updates that social networks roll out quite often.
- Don’t be lazy to test these updates, because something may work much better than what worked for you before. And you won't know until you try.
- Coordinate and constantly improve the quality of communication between the agency that deals with advertising, the client’s marketers and (!) managers who process incoming applications. This connection is very important, and the better it is organized, the better the advertising.
Ekaterina Stolyarova, leading SMM specialist
Valeria Petrova, head of department
On the pages of optical magazines, the idea has been heard more than once that glasses have become a powerful tool for forming an image.
To confirm this thesis, we decided to turn to the current “ruler of thoughts” - advertising. Despite the proclaimed slogan “Image is nothing - thirst is everything,” advertising today creates - or rather, summarizes - the main features characteristic of the heroes of our time.
To influence a potential buyer, advertising uses a set of specific symbols that in the mass consciousness denote such concepts as “success”, “beauty” and “happiness”. For example, the heroine is incredibly happy that she managed to clean her stove. Happiness is indicated by a cake, which the happy lady is ready to bake immediately. A cake is a very good and understandable symbol of happiness and celebration, and a celebration, naturally, would be completely impossible without the use of the advertised detergent. Competitors' less-than-perfect products are used to symbolize concepts such as "failure" and "disappointment." A poorly washed shirt can spell failure for a bartender. professional activity or failure in family life- who needs a wife who doesn’t know how to bleach shirts!!! (No American feminists on our advertisers...) Marriage and career can be saved, of course, only by the newest washing powder.
And what is the symbolic role of glasses in creating a positive or negative image? In this article (which does not at all pretend to be called a full-fledged sociological research) we will not consider advertising the glasses themselves as a product. We're interested in how glasses are used to create advertisements for other products.
It must be said that, although the proportion of television commercials or print advertising in which glasses are used is small, the role of glasses as a symbolic component often turns out to be not just additional, but the main one and, which is very pleasing, usually positive. At the same time, the role of corrective glasses and sunglasses is strictly differentiated; they are assigned completely different functions in advertising. Corrective glasses appear mainly in advertising related to education, the press, and computer technology. Sunglasses are more often used to advertise “fashionable” products: clothing, accessories, cars, cigarettes and others.
The main symbolic components of the concept of “corrective glasses”, exploited in advertising, are “intelligence” (for example, as in the advertising of “Eshko”, a correspondence school foreign languages) or “intelligence” (as in the well-known UPSA aspirin advertisement).
Often in advertising, the “direct” purpose of corrective glasses is played out (to help you see better): for example, glasses appear on the screensaver of the TVC channel at the moment when the announcer talks about the TV program, and allow you to “see” the necessary information. The same technique is used in advertising of one of the electronic translators of WEB pages. Here, the function of corrective glasses is also supported by the slogan “Look at the Internet world with the naked eye.”
Sometimes the presence of corrective glasses in advertising implies some ironic subtext. Just remember the bespectacled Petya, the computer geek from the Nescafe coffee ad. Glasses, initially perceived as a symbol of weakness and lack of sexual attractiveness, suddenly take on the opposite meaning. The stamp turns out to be outdated. Yes, today, as another ad says, girls “like smart people.” This is the call of the times.
In other advertisements, the connection between intelligence and success in life is expressed without any irony. This is exactly how glasses were used in advertising for the business magazine City, where, along with a mobile phone, they serve as a symbol of success and a business-like approach to life. Same semantic load- a business approach to life and self-confidence - glasses are shown in advertising of the “Always” sanitary pads known to everyone. A modern successful business woman can cope with all problems herself, both at work and in a more intimate sphere. The glasses “behave” in a similar way in the operator’s advertising. cellular communication"North-Western GSM".
Corrective glasses are used less frequently for advertising clothing and accessories. But, apparently, this milestone has already been practically overcome. Suffice it to recall the charming girl in extravagant glasses from the brand’s advertising leather goods Louis Vuitton, still appearing in fashion magazines. Apparently, the glasses here are intended to emphasize the fact that a real fashionista will stop at nothing to look comme il faut, including buying ultra-expensive, ultra-fashionable handbags from this brand. It is gratifying that fashionable frames are included in the list of items necessary to look decent.
There are examples of the use of “negative” potential of glasses. In a public service announcement with the theme “Pay your taxes,” the pensioner’s glasses, reminding citizens of their duty, highlight her weakness and insecurity. The negative connotations of the meaning of the word “glasses” are still alive in the mass consciousness and in its reflection - advertising. However, this type of advertising is rare.
Corrective glasses are also used in advertising for the MEXX brand. It must be said that the model of glasses used in advertising really suits the general style this famous ready-to-wear brand. The idea of matching appearance and internal content is supported by the slogan, in which the advertising company’s character is presented as “Beyron. Athlete. Supermodel. Husband and father. “A guy from a small town.” Glasses emphasize a deliberately discreet, but nevertheless elegant look.
Sunglasses are used in advertising much more often, but in a more monotonous role. Firstly, they are used to represent any brands or stores fashionable clothes, which is quite natural. After all, now glasses as a fashion accessory must certainly be present in the assortment of fashion boutiques. In this case, their presence in advertising does not carry any additional semantic load, but simply informs about the availability of a full range of products of this brand. This is how sunglasses are used in advertising for brands like Guess, Furla, Naf Naf, Tom Klaim and many others. The same can be said about sports glasses, which are an indispensable element of advertising for brands such as Smith, Arena and Fila. This is, in general, good sign, proving that the thesis about the need to protect eyes has already completely taken root in the mass consciousness.
Sunglasses also carry another important meaning - they emphasize “coolness.” Such, for example, is the advertising of “Martini”, which repeatedly returns to the image of a macho man in sunglasses, without which he will immediately lose half of his masculinity and sexuality. In a similar way, sunglasses are used in advertising for the cellular operator Bee Line GSM, as well as in advertising for the famous Zippo lighters, where the character’s “coolness” is emphasized by glasses and a motorcycle. The same symbolism is visible in the advertising of Winston cigarettes, the slogan of which (“Don’t I value quality”) is visually supported by a “cool” car and sunglasses.
Now the image of a modern “tough” guy without sunglasses is incomplete. This is so obvious that it has already become a cliche and, in turn, serves for ironic use.
Sunglasses are also used to advertise other products, usually more or less related to the world of fashion and beauty. In the well-remembered ad for 5th Avenue perfume by Elisabeth Arden, glasses and an elegant hat emphasize impeccability. female image. In advertising for men eau de toilette“Week end” glasses from Burberrys, together with a convertible car, emphasize the masculinity of the character’s appearance. Glasses also go well with luxury items. The sunglasses look very natural in the Romanson watch advertisement, creating an atmosphere of mystery and grace.
Thus, we see that today glasses - both corrective and sunglasses - are perceived by society as carriers of positive information and are associated with such concepts as “intelligence”, “modernity”, “fashion”, “individuality”, “coolness” and "success". Therefore, it is quite acceptable to conclude that today the image of a person with glasses is purely positive in the mass consciousness.
Daria Rylova, Veko #1(43),2003
When launching advertising for an optical store, it is important to set your priorities correctly. Many promotion channels have been developed for this type of business. Most are able to bring regular customers and make the point popular in the city. But there are also promotion methods that do not work for optics, in which you should not invest money and time. The article will tell you how to correctly launch store advertising and not make mistakes.
Point design
Facade
Showcase
The showcase can be decorated in the following ways:
- Open. In this case, passers-by from the street can see everything that happens inside the room. You can put flowers on the windowsills and arrange interesting options for frames. Naturally, you need to ensure that the windows are perfectly clean.
- Partial window dressing. So, you can stick it on the windows advertising posters with information about discounts, promotions, and advantageous offers.
Do not close the display case completely. The operation of optics involves the active use of natural light. The cabin should be light during the day.
Banners
Banners are placed on the walls of the store. It is important that all banners are made in approximately the same style. The information posted on them is varied. It might just be beautiful pictures people, glasses and accessories. Or information about profitable offers.
Panel brackets
Bracket panels are small-sized structures that complement appearance interior, make its design more complete. There are different types:
- Plastic, with or without backlight.
- Metal. The forged frame option looks good.
- Wooden. They look impressive, but will not last long and quickly lose their presentable appearance.
Such brackets are placed on the wall of the optics, above the level of human height.
Entry group
Entrance group - the unity of all elements external design. When the façade is made in one style, the sign in another, and the banners in a third, it catches your eye. The entrance group will look tasteless. You need to not only choose the elements you like, but also figure out how they will complement each other. If you can’t do this yourself, then an experienced designer will definitely help you develop a “selling” option.
External advertising
Billboards
The optics logo, name, and address must be placed on the boards. If desired, advertising on a billboard can reflect profitable offers or carry information about optics in general. Such advertising is placed near the store, on busy streets.
Signposts
Signs are small signs with an arrow, located a few hundred meters from the optics. They are designed to direct a potential client to the salon. They are located in places with good traffic: at intersections, near large shopping centers, on wide streets.
Signposts
They work in close proximity to the salon. They tell passersby about discounts and new products. They are often mounted near the porch. The main rule for the location of pillars is that they should not interfere with pedestrians and cars.
Internal advertising
Light boxes
Light boxes, or light boxes, are located around the perimeter of the salon on walls free from display cases. Photos of people wearing beautiful glasses look great on light boxes. It would be good if the client could order exactly the same glasses in the salon.
Posters
Posters are placed at eye level. Do not overload posters with too many words. People who do not see well enough come to optics. Therefore, the inscriptions should be bright and easy to read. It is appropriate for all posters to be made in the same style. Information must be up to date.
Booklets
Place - on stands at the exit of the salon, on tables and next to the cashier. From them, the visitor learns about optical products and services, new products and promotions. The client can take the booklets with him. Therefore, during consultation, salon specialists should unobtrusively offer them.
Printable advertisement
Leaflets
Work with should be carried out 2-3 times a week, and at first more often. Leaflets are posted on bulletin boards in nearby buildings or distributed to passers-by on the street.
Posting is carried out in the afternoon. Much depends on weather conditions. So, if it's raining outside, strong wind or frost, then it is better to postpone the work. The leaflet will not reach its potential viewer, which means that the efforts are wasted.
Promotions involving the distribution of leaflets to passers-by are best carried out during the evening rush hour. To prevent a person from throwing away a leaflet without even looking, it is necessary to make it useful. For example, on back side print a calendar. Or make a flyer prerequisite providing discounts. If a third of all leaflets ended up in the pockets of passers-by, the promoter’s work was not in vain.
You need a lot of flyers for posting and promotions. Weekly quantity 800-1000 pieces.
Business Cards
It’s hard to imagine an optical store without business cards. They are a means of communication between the client and the salon. Business cards are often designed on a white background in dark letters with a minimum of bright, distracting details. Only dry information on the case. This is important - many clients have impaired vision. A business card must be handed to the visitor, even if he came “just to ask.” Can be placed Business Cards in neighboring office buildings and shops.
Internet advertising
Website
An optical store needs a website. This is a way to attract new customers at any time of the day or night. And for people who have already used the services of an optician, the salon’s website on the Internet is a way of feedback.
The following sections are required on the optics website:
- Contact Information.
- Regulations.
- Information about employees. Particularly detailed information must be provided about ophthalmologists if their services are provided in the optics department.
- Latest news. Here they talk about the life of the salon, changes in the assortment, promotions and discounts.
- Optical services.
- Photos and videos from the life of the salon. They refresh and add life to any site. You can upload photographs of ophthalmology office equipment or a video review of newly arrived products to the website.
- Reviews. As a way of feedback, they are necessary. But you need to keep an eye on the reviews. The client has the right to leave negative feedback. It is better not to delete it, but to try to answer politely and as completely as possible. If the criticism is justified, it is necessary to talk about specific actions to eliminate the shortcomings. When there are only one or two such reviews out of a large mass, they do not undermine the store’s reputation. On the contrary, they show that customers are valued here and they do not practice deleting negative comments. They work honestly.
- Opportunity to ask a question to the administrator, doctor, salon manager. Often clients have questions for which he will not go in person or call. But you may well receive a detailed answer through a special form on the website.
- Prices for services and goods of the store. Of course, the cost of finished glasses is calculated individually. This must be indicated in the price list. But still common list prices need to be drawn up.
The site requires constant attention. It needs to be promoted and filled with good material. Then he is able to become a real optics seller on the Internet.
If you decide to create a website on our own, be sure to read our articles:
Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.
Social media
- own group;
- promotion in large urban communities.
To promote your own group, you can launch online voting and competitions for reposts, and write interesting news. To promote a store website, you must leave an active link to it in each community material.
In urban communities, it is better to talk about large-scale events and promotions held in the salon. They also advertise competitions here and attract new subscribers to the group.
contextual advertising
contextual advertising focuses on the target audience. When a network user searches for information about optical shops in the city, he enters the corresponding query into the search bar. The system gives him several website pages in accordance with the request. Contextual advertising will show the promoted optical salon in the top lines. And statistics say that the user’s choice falls on one of the first 5-10 sites offered.
Other advertising
TV ads
This type of promotion is expensive, but can be effective. If an optician offers the services of a good ophthalmologist, then patients will come to him even from the other end of the city. Also, optical clients are often older people who watch TV and know how to extract useful information from advertising. If a pensioner sees that a salon is running a promotion that is beneficial to him, then even 10 stops on public transport will not stop him. He will come because this way he will save money.
Discounts and promotions
No more than 5-7 promotions should be carried out at the same time. It is better if they are designed for different segments of the population. Promotions and discounts are temporary. They can be timed to coincide with a specific date. You need to talk about discounts. All of the above methods are ideal for this.
Loyalty cards
Loyalty cards can be discount or bonus cards. Each businessman independently chooses which option is closer to him. Such cards allow you to replenish your customer base and make customers more loyal.
Souvenir products
All souvenirs must be designed in the style of the salon, with its logo and contact information. This could be: notepads, calendars, pens, napkins for glasses. Souvenir products can be offered to absolutely all customers of the store, or upon purchase for a certain amount.
Competitions and giveaways
You can hold competitions on the Internet. Popular among users are prize draws for reposts, competitions for the most creative comment, and selection of the most active subscriber.
IN real life You can organize competitions for children’s drawings, poems about the salon, and lotteries.
Ineffective advertising methods
Every person today can become an optical client. Vision problems, choosing sunglasses and consulting a qualified ophthalmologist are what people come to the salon for. If advertising is structured correctly, then the choice of many potential customers will fall on the promoted store. Then rapid sales growth will be inevitable.
Slogans
- We give the habit of noticing little things.
- Your vision is under our protection.
- We will select the same glasses for you.
- Allow yourself to see the world clearly.
- Salon of correct optics.
- Your eyes deserve better.
- We help you see better.
- Points per hour? We have it real!
- Glasses for a beautiful life.
- Our glasses are affordable for everyone.
Only a set of tools and a long distance helps a brand to establish itself in in social networks and bring real beauty
A short story about how you can promote an optical salon and what tools you should use
The canvas turned out to be long, but entertaining, we are sure that you will be able to find how to apply this in another advertising campaign P
Greetings, friends of the VKontakte Sea!
The leader of the pirate ship is telling you from the captain's bridge -
When we go out to sea, the other ships moor in the bays, the clouds thicken, the seagulls fall silent, and the girls from the port taverns sadly wave their handkerchiefs (wet panties) after us!
I'm joking of course, but now let's talk about something serious
I am very glad that you did not abandon our ship during the storm!
Today I want to tell you about how, on one of the sea voyages commissioned by Optics72, we obtained a secret recipe for solving vision problems!
I present to you the chronology of events:
Preparation.
Before setting off on a long journey, it is necessary to appease the sea monsters from VKontakte technical support so that these creatures do not cause a storm and interfere with our trip.
To do this, we had to sacrifice the following documents to the gods:
Certificate of registration of individual entrepreneur;
Letter of guarantee (technical support will send a sample);
Certificates for the promoted product (contact lenses);
Each advertisement requires a note about possible contraindications and an age of 18+.
We load the muskets, knives in our teeth and go!
Step one. Collection of analytics.
Scientific research in Russia it was found that among adults 14 years of age and older, 45-48% use glasses or contact lenses.
German scientists have concluded that 20% of people in the world wear glasses and 60% wear contact lenses.
Some more sources on the topic:
Insight:
Anyone can have vision problems. But maybe not everyone. You can't figure it out without a bottle of Spanish port.
Step two. Site selection.
Having screwed UTM tags, Pixel and YandexMetrica onto the telescope, I began to track the client’s path. And he discovered a hole on his ship, 80% of visitors who did not make a purchase the first time flowed out of it. It also turned out that the main flow of site visitors is from VKontakte.
Step three. Competitor analysis.
After analyzing competitors in the city, I realized that there are no active competitors. And who can compete with us, a parrot on my shoulder... shit. There are big competitors, they spend a lot of money on advertising, but they are as useful as my parrot.
I worked with communities on similar topics. To do this, I gathered the largest lens groups in the Russian Federation. We chose one of the best groups - the manufacturer of lenses "". And you know, octopus for lunch, it worked! This is an excellent reason to create a separate database for people who wear this brand. The base turned out to be small, only 500 people, but as fiery as possible, like the rum in our hold.
Step four. Collection and segmentation of target audience.
I decided not to pull the monkey by the tail and ordered bombing with all guns!
Weekly promotions for each salon + geo link
We launched a week-long promotion for one optical salon with a radius of 3 km (the base is 40-50k people), rolled it out to 10k in a week and are launching a promotion for the next salon.
Example of a promotion:
Giveaway for a year's supply of lenses from famous brands.
A classic advertising technique that is designed to reach and maximize the increase in interested users. Don't forget to exclude members of the "Free" group, etc. if you are going to set up traffic for such a competition.
The result is an increase in customer loyalty and interest, word of mouth, and an increase in customer sales.
Draw example:
Promotion 3 in 1.
Special offer: make frames + lenses + expert work in one set. Additionally, we offered the client: photochromic coating, computer coating, lens painting, free check vision.
Example of a promotion:
Polls:
Used surveys to:
Find out what clients don’t like about their lenses/glasses;
Segment your target audience and understand who uses lenses and who wears glasses.
To develop the target audience into segments, I made a survey for all residents of Tyumen. Divided the advertisement into mobile devices and PC. On mobile phones and on tablets it’s harder to find the “complain” button. This life hack reduced the percentage of complaints and hiding. This helped reduce the impact of negative reviews on the speed of ad promotion. This option is suitable for long-term cooperation and maximum squeezing of the audience.
What the survey looks like, I created several variations; it is best to go with a classic eye test board, girls and animals.
Question - What do you wear - lenses or glasses? And three possible answers:
I wear contact lenses;
I wear glasses;
I have good eyesight. I don't wear glasses or contacts.
By the way, this move was used by one of the largest optics companies, as you can see - everything is new, it’s well forgotten old
Next: I created polls within the group and asked directly - Are you satisfied with your lenses? Based on the results, I collected a database of people who were dissatisfied with their lenses or glasses. Afterwards, the manager wrote to people in PM and offered solutions to their problems with optics. Individual approach did its job. And the happy clients, who had regained their sight, sang serenades no worse than mermaids on coral reefs.
Poll example:
Interactive or gamification, a separate article will definitely be published about this, the trend of 2018 will be exactly like this.
According to the test results, interactive posts performed best. They attract the attention of users more strongly and increase activity in the group.
Here are a couple of examples that went damn effectively when the community was barely afloat, anchored in my... liver:
find 10 differences
Well, where would we be without trash marketing?
Step five. Collecting a user base for retargeting.
Retargeting from VKontakte:
After I launched the survey on the social network, I immediately set up an automatic collection of participants. Those who voted were included in the retarget database in the TargetHunter 3.0 service.
How to do it yourself:
Open the “Activities” tab -> “By object”, select “Polls”;
You insert a link to the survey and select the answer option from which you want to collect data;
You press start. Once the task is completed, a notification will appear in the right corner.
Then automate the collection of new voters. This way, new participants will be loaded into the retargeting database without unnecessary problems.
To automate collection, do this:
Select the “Cases” item and click “Create”;
You select a task from the list (right column, in this case “Survey - mob - I wear contact lenses”);
Check the box “Case automatic”;
You indicate in which retarget database to save the data.
Pour a glass of vigorous rum! ^_^
I also set up surveys for clients who come to competitors. I collected information about what lenses they wear. This way you can find out demand and create promotions based on the needs of your audience.
Retargeting from the site.
Since the main flow of site visitors came from VK, I warmed them up with promotions and content in the group. This helped increase the % of completed purchases.
Application collection form.
Gathering an audience in a group's PM is great, but how to get the hottest leads possible? Here we used the application collection form. The client fills out the specified fields in the form and the manager immediately calls back and clarifies the order. Distinctive feature forms - it allows you to duplicate messages about filling out to the client in a personal message + by email, which increases the efficiency of execution.
PM me or write comments.
Fair wind, pirate! May the Holy Bochnitsa be with you!
Don't forget to drop anchor →