After losing 500,000 yuan in an event, I learned 4 "bloody" lessons

In recent days, a marketing director left a message, complaining that he had obviously done a good job in the marketing activities, the traffic generation effect was good, and the conversion rate was also high, but when he did the final accounting, he found that he had worked in vain and did not make any money.

So I asked him what marketing activities he had done and what channels he used. He said that he would place traffic-generating ads and combine them with promotional gifts. In addition, members can also enjoy limited-time price reductions and other reward activities on membership days.

I asked him again, have you ever really analyzed what effects these promotional efforts will bring to you? Which tasks in this process are completely necessary to choose and sacrifice? If you don’t even understand the most basic effect optimization analysis logic, no matter how good the product is or how successful the event is, it will only be "losing money to gain publicity."

Nowadays, many people who do marketing are just doing products for the sake of products. When they see others making money by organizing events, they also follow suit, fearing that their efforts are not high enough or loud enough. In fact, sometimes, if they care too much about these external factors, they will often ignore the most important effect issue, which will lead to the situation of "busy work but not making money".

So once the above situation occurs in marketing, what you need to do is return to the logic of effect optimization analysis, think about the problem and find a solution. Since we have done so much analysis and preparation work in the early stage, the effect will be good or bad after the promotion. We optimize with the mindset of doing or not doing, doing more or doing less.

In our daily work, we always need to make a lot of forms, analyze the specific data fed back by various departments, and achieve effective data monitoring. However, regarding the issues concerning channels, I believe that everyone here is still at a loss. In fact, any channel is about those four problems. It is just that in the process of further analysis, we combine the four problems into one problem through the channel.

Today, Dandan will give you an explanation, hoping that you can master the analysis method. You may try some new channels in the future. So when you encounter problems, how should we solve them?

Do it or not? How much?

If you want to lead a project to improve the promotion effect, what you pursue is the effect. We have done a lot of analysis before, and after compiling the statistics in the table, we will know whether the effect is good or bad. We carry out optimization with the question of "whether to do it and how much to do". Once you have counted the data, the first problem you face is how to determine the optimization indicators.

For example, if the effect of bidding promotion has deteriorated, should you concentrate on improving it, or ignore it and divert the energy or budget used for bidding promotion to other channels? This decision is very important. If you have five channels now, and three of them work well, but two do not, should you strengthen the promotion of the three channels with good results, or the channels with poor results?

If the reinforcement effect is good, it is like icing on the cake; while if the reinforcement effect is poor, the purpose is to find the weak point, which is like the principle of the wooden barrel theory. If you choose to strengthen the ones with good results, have you ever thought that these three channels have actually reached a bottleneck in theory? If you want to improve its effect, you may have to pay a higher cost. Take bidding as an example, its cost should be controlled within a range. If you want to reduce the cost, you need to do a lot of optimization work, and there may even be unstable results.

If you choose to optimize a channel with poor results, you have actually tried many methods, but what should you do if the results are still poor? Or you really didn’t understand it well before. If you want to optimize this channel, you have to spend time studying its algorithms, analyzing the content and re-planning it. This process is a waste of time.

So for us, in the end it actually depends on whether your space and the cost you pay return to the structure of performance and cost. All you need to do is improve these indicators, including the time, work, money, budget and manpower invested.

From top to bottom? From bottom to top?

After setting a goal, you must learn to do the opposite. It is worth noting that when we are looking for goals and directions, we must learn to look from top to bottom, look at the overall picture, the subdivided dimensions, the specific operations, and then set specific goals for the next stage.

When executing, we must learn to look from the bottom up, because it is easy for us to find the direction, but it is actually very difficult to make a specific plan for a work. In the past, we actually did not do everything at once when making plans. Look from top to bottom, then look from bottom to top to find the target.

For example, if you want to improve the effectiveness of bidding promotion, you need to look at the data, dimensions and search terms. If you have a better understanding of a channel, you can judge how big its optimization space is, how much profit it can bring and how long it will take. Then it means that you first know how to improve the promotion effect of this channel, and it is easy to determine whether it will grow by 10% or 100%.

Think about it, the entire analysis process is actually a result from top to bottom and from bottom to top. To make it easier for everyone to understand, I will simulate it here to help you deepen your impression.

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Improve details and reverse the results

Take the monthly revenue of our courses as an example. For example, this is a product. Let's look at the growth momentum of this product. If product B has a strong growth momentum and has been increasing for several months, then I will analyze the channel data to see whether the conversion rate has increased or the number of my leads has increased.

When I find that the number of leads has increased, I need to see whether the total amount can continue to increase and whether a new channel should be opened. If a new channel is opened, what work needs to be done in the new channel and how much effort can be put in to achieve what kind of effect. After pushing down, the difficulty of the work and the room for improvement will appear. Pay attention here. When analyzing from top to bottom, two indicators will be determined: the content of the specific work and the difficulty of the operation.

Then, working backwards, we come back to the problem just mentioned. A product that has already grown may have reached a bottleneck period. Further growth may require greater energy, so it is better to stabilize it and develop steadily on the existing basis.

Then looking back, Product C's recent performance has been mediocre. Its overall promotion channel is the content, the confirmed product is the selling point, and the packaging is far from enough compared to before. In fact, if I do a little better than before, my achievements will be greater than before, so I might choose to improve the performance of product C.

As a marketing director, the goals you ultimately choose to set, such as how much product performance will improve, must be well-founded. Through the support of data, the work is broken down into execution, and then through the arrangement and planning of the execution work, a final achievable result is further derived. Only in this way can it be truly controllable.

It is far from enough for us to just learn how to analyze problems. Although many students have learned to discover problems through data tables, if you want to solve the problem, you have to break it down into details, improve it from the details and work your way back to a result, only then will you have the ability to control the effect.

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Seeking change in stability and continuous innovation

Students who have taken bidding courses will definitely be very familiar with this sentence: improvement means seeking change in stability and continuous innovation. The integrated marketing optimization process is nothing more than the question of “how much”, “whether to change” and “whether to do”. In other words, it means increasing revenue and reducing expenditure, enhancing good results and reducing bad results.

Increasing revenue and reducing expenditure can be represented by a mind map. The first is the room for improvement, and the second is the cost. Cost means whether your room for improvement is large or small? Is your cost high or low?

With the help of the four quadrants, when we are making any product, your initial return must be less than your investment. Sometimes you pay a lot, but your return is actually not high. After doing it for a period of time, it will increase, and then it will stabilize. If you pay more, the effect may not be that great, and the input-output ratio is not proportional.

What we pursue is the best product effect, the best input-output ratio, and the best control rhythm . This is an important reference for testing our personal abilities when we are managing a project. When facing a new channel, it is impossible to see immediate results when you start, but the overall effect will gradually improve as you spend more time. When it reaches a threshold, it will stop, and then you will choose between a certain number to seek the best input-output ratio.

Change or no change?

The second one is whether to change or not, which really tests your determination.

Have you ever encountered the following situations: sticking to one channel? When our input-output ratio cannot be proportional for a long time, you are at a loss; an article you posted was deleted, and the official blocked a large number of accounts. You doubt your life and don’t know whether to change? Most of us will encounter such a situation, which is called changing channels.

For example, you may not stick to Xiaohongshu anymore. After playing around for a while, you find that you just can’t make it and you are so upset. What will you choose at this time? Should you change? Can you try another channel? There is also a change of purpose . For example, I am still sticking to Douyin. My purpose before was to sell products directly, but now I don’t sell products anymore. I just want to attract fans’ attention, or if attracting fans doesn’t work, I will promote the brand.

Changing the purpose will change the content and the promotion form. For example, in the self-media example we just mentioned, if I want to convert and add fans, I must let him comment and send private messages. In order to get him to comment, I must give him practical information and tips. But if my goal is to get attention or search, then I might push some popular science articles to attract the audience to learn more.

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Cut it off or keep it?

To choose or to give up is the most important method when doing integrated marketing with multiple projects and multiple channels.

Faced with the crazy competition in various channels nowadays, almost every company is involved in all the media channels that people can think of, such as Dayu, Wukong, Zhihu, and even the unknown Yidian Zixun. When your channel attracts more and more attention, if the number and ability of your staff are not kept up in time, the large number of channels will become a burden.

So don’t open multiple channels at the same time. The fastest time will be at least one month. After you have worked hard on one channel and come up with a model, consider switching to another channel. The focus must be prioritized, and the direction of your efforts should also be prioritized. If your energy is evenly divided among ten channels, I’m sorry that you won’t be able to do well in any one channel.

There is another extreme, which is that more than 95% of my traffic is now paid traffic because of the quick returns. These two extremes actually happen to us a lot. Think about the companies around you or your company. Many times, they will have such problems. This is a question of trade-offs. If you want to control the effect, you must learn to make decisions and make trade-offs . If you choose a company that only pays for traffic, then you must choose a channel that can achieve a better chemical reaction with paid traffic.

If you go in the wrong direction, your efforts will go to waste.

Learn to make choices, and base your choices on data.

I want to tell you that the most important thing about leading a project is decision-making, not that you have written a particularly good article or that you can adjust the account well, but the ability to control the integrated marketing effect. You have selected many channels and adjusted the entire bidding account by yourself, but can you guarantee the stability of the project effect of the entire company? It's very difficult!

For us, it is a question of more and less, of change or not, and of trade-offs. Here’s a golden sentence for everyone: If you are heading in the wrong direction, all your efforts will be in vain. If you are currently leading a project, think carefully. It is useless to simply cut off projects. You should concentrate on doing a few projects with better results. Only when the results of these projects are stable, and then find a project with stronger entrepreneurial ability to try new channels, can the project be maintained.

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Because there are effects, any statistical table will have the difference between good and bad effects. If there are good and bad effects, there will be more of them, and after the number is greater, there will be more good ones. No matter more or less, you will generate execution, and it will appear in the execution work, such as bidding.

Let’s take an example. How should we adjust words with a lot of invalid traffic? Then you can change the promotion strategy. For example, only promote precise words in the entire account, and eliminate the remaining two invalid groups, thus reducing consumption by half. Although the number of leads has decreased, the number of effective leads has not decreased significantly. If you achieve this, what can you do with the money you save? Can you try other channels? Should you change? If there is still no result after the change, give up, that is, make a choice.

"Quantity, change and trade-off" is a process, which is also a cycle. After you have made the choices, you will still have good and bad, and you will become something or other, and finally change. Only by seeking change in stability and continuous innovation can we truly be responsible for our marketing results. This is also the effect optimization logic that we need to master most.

In addition, as an excellent marketing director, skills such as team management, data analysis, brand marketing, traffic monetization and performance growth require us to spend more energy and time to accumulate and learn.

Author: Internet

Source: Internet