Activity review: fission poster activity promotion strategy

Without further ado, let’s get straight to the point. Today I’ll introduce to you how a wedding photography studio can improve its fan-increasing activities and do better.

When you see this data, do you think it is very average? It gives you a feeling that you can do it too. In this issue, I will explain this activity to you.

Anyone who has done fission activities knows the five key points of fission activities: event tweets, task rewards, posters, channels, and data analysis. This explanation will combine the above 5 points to lead everyone to an in-depth analysis. Let's Go! ! !

Activity Background

Wedding Photography

Industry background: For those who work in the city but need to go home to get married.

Launch event discounts, promotions, and mail the works to your home, so the theme of this event is: Double 12, send recharge cards

01 Event tweets

Event tweets are where fans learn about event details, so the structure must follow three elements

First screen of the tweet: highlight the prizes & pain points: fans will want to participate when they see the event

Second screen: Activity rewards clearly state the number of prizes: How much value can fans gain from winning the prizes? Does the reward ≥ the effort? These are what fans care about.

Third screen: The process of participating in the event must be concise and clear to avoid misunderstanding.

02 Mission Rewards

1. Fission Reward Settings

Fission prize: 3,000 yuan gift card/pillow/thermos cup/1 experience photo

In addition to gift cards and experience photos, the fission prizes are completely unrelated to the products themselves, and an error occurred in the event reward setting process. Setting task rewards, to put it bluntly, is to set bait to attract relevant users to participate. However, setting up rewards that are unrelated to the product can easily lead to people participating in the event simply to make a profit, without having any interest in the product itself, which greatly wastes the cost of the event.

How to set event prizes correctly and what rules should event prizes follow?

(1) The bait must be relevant and complementary to your product

If the product you make has a weak correlation with the bait, the fan unfollow rate will be very high and subsequent conversion will be difficult.

(2) The bait must be the value that the user desires

The designed bait should be scarce or novel, difficult for users to find, or hard to buy, or they usually don’t want to spend their own money on it. If it is very common for users and they already have it, then the bait will not be able to attract them.

(3) Low cost and high value

The lower the marginal cost of the bait, the better, so that there is no need to worry about high costs due to large amounts of fission. It can also avoid the invasion of large numbers of wool parties. However, it must reflect high value and be high value that users can perceive.

(4) Choose prizes that are suitable for dissemination

Fission relies on social networks. Some prizes that are not suitable for spreading and sharing should never be selected.

2. Setting fission task rules

According to statistics, only 30 people completed the activity on the second day, so the completion rate = 30/2531≈1.1%. The normal indicator for completion rate is 10%. We can see that the completion rate is too low and the threshold is too high, so it needs to be lowered. It is recommended that the threshold is generally 3 to 5 people.

Every time we organize an event, we are unsure about how high the threshold should be set. We are afraid that if it is too high, no one will participate, but if it is too low, the cost will be high.

Today I will teach you a formula: Completion rate = number of people who have completed the threshold / total number of participants

03 Event Poster

As the main exposure point of the event, the poster is aimed at strangers, so the design of the poster should be simple, elegant and eye-catching; secondly, the meaning of the copy should be clear.

1. Poster Design

The design is simple and elegant, with clear layout: the layout is chaotic and the spacing is not adjusted well. There is too much space between "Sweet 520" and the QR code, and the text above is too crowded. The colors and fonts are not chosen well, and the overall look is very low-end.

If the poster is well designed, the overall look should be fresh or high-end, and the design should be in line with the user's tone.

Design elements:

1. Simple and elegant, clear layout, and highlighted key points
2. The color should be fresh or bright and eye-catching
3. The overall style corresponds to the user group, but in general, whether it is a fresh style, a more interesting style, or a high-end style, the aesthetic must keep up.

They are both pictures of cars, which one would you choose to forward?

2. Poster copy

Directly hit the user's pain points and stimulate user participation in the event: The copywriting of this event does not hit the pain points enough.

The value of the reward must be clear: major rewards are not stated

(1) Extraction of user psychological demands

If you want more users to participate in your activities, you have to analyze their psychological needs and hit their pain points. In other words, you need to understand people's basic psychological weaknesses. The progress of civilization means that people can do more and more things without thinking. We need to understand the psychology of users and make them obey our marketing.

According to the six elements of "Influence": reciprocity, commitment, conformity, authority, liking and scarcity.

1) Reciprocity: price anchor, the mentality of getting a bargain.

This principle means that if someone does us a favor, we will naturally try to repay them, because reciprocity is accompanied by a sense of indebtedness.

The common uses of this factor are free, special prices, group purchases, etc. Faced with such "favors", users will "repay" with purchases.

2) Commitment: the desire for quick results, the desire to gain, and the effect of action.

Make a promise about the effects of user actions, that is, tell users that they can get the expected results after taking action.

3) Social Proof/Conformity: When it comes to determining what is right, we act based on the opinions of others.

For example, when shopping on Taobao, you will definitely read the reviews first, and you will definitely read the negative reviews first. In fission activities, you can create an atmosphere of multi-person purchases and guide users to act quickly. Common usages include displaying altruistic invitation language on the avatar, or displaying words such as "xxx people have participated".

4) Preferences: endowment effect, loss aversion.

No matter what it is, as long as you know you will lose it, you will naturally fall in love with it.

The fear of losing something seems to motivate people's behavior more than the desire to gain the same thing.

We can promote purchases by telling users what they will lose if they don’t take action, or what extra they will gain if they take action.

5) Authority: People tend to blindly believe in and obey authoritative things.

When organizing an event, we can look for some KOLs, famous schools and companies, and recommendations from big names, etc.

6) Scarcity: sense of urgency and exclusivity.

The purpose of this element is to create a sense of urgency, because only rare things are more valuable and users are more willing to make decisions as soon as possible.

As for the usage of this element, the most common ones are limited time and limit, such as only for xx days, limited to xx people, first xxx people free, etc. In addition, exclusive or first release are also used to highlight the sense of exclusivity.

(2) Poster copywriting can refer to these four types

1. Fear poster = a problem that causes fear + a suitable solution
2. Acquisition poster = physical acquisition, psychological acquisition, wealth acquisition + appropriate solution
3. Quick poster = less time/less learning + presentation effect
4. Authoritative posters = well-known brands or eye-catching titles + shareable content

04 Channel

In the fission process, "channel" is one of the most important links. The important thing is, you have to know where your users are?

Nowadays, most businesses are accustomed to completing the dissemination mechanism on WeChat, but if most of your users are born after 1995, would QQ be a better choice for fission? If you are a fan of a celebrity, you can also share your thoughts on Weibo.

But in general, these four channels are recommended for event communication:

1. Your own fan circle
2. Company colleagues circle of friends
3. Pay to purchase related communities
4. Paid placement of related self-media accounts

05 Analyze the data

When we use the fission tool, there will be activity data statistics, so we must learn to analyze the data in order to find out the shortcomings of the activity.

Judging from the early data of this event, the initial launch volume of the promotion is completely sufficient and there is no need to worry about promotion issues.

However, from level 2 fission to level 3 fission, the data dropped drastically.

We analyzed the following issues:

Level 1 → Level 2, sharing rate = 133% > 1

Level 2 → Level 3, sharing rate = 10%

Why is there such a big difference in sharing rates? Considering the posters, I think everyone should understand that posters have no appeal to unfamiliar groups at all.

For a good fission activity, if its fission sharing rate at each level is greater than 1, then it is a very successful activity. However, if the sharing rate is insufficient in the first three levels, it means that the driving force of the activity is insufficient, and it is necessary to specifically analyze which link has a problem.

Activate emergency plan

When we analyze the data and find problems, we need to initiate an emergency plan. We cannot let the event continue to be unpopular. We need to re-post the event tweets and improve the structure.

Copywriter pain points: no experience/unsure of the studio’s photography techniques/fear of pitfalls

Value rewards clearly focus on: 3,000 yuan gift card/enough to take a wedding photo

Lower the threshold number:

Threshold Award: Number of Inviters ≥ 10

Reduced to ≥3 invitees

Increase the support reward: support personnel will also get an experience opportunity to improve the enthusiasm of participants and supporters.

Forward again: increase the startup volume, increase exposure, and let the already participating users forward again, so that the number of people in the first level of fission will increase, the scope of fission will be increased, the intensity will be increased, and the threshold will be lowered.

Analysis by the end of the activity:

A higher total number of participating users and a higher number of participating users indicate that users are more motivated to participate in the activity.

The main reasons are: the prizes are of high value, the threshold for the event is low, the posters have clear focus, the tweets are attractive, and they are more attractive to users.

The overall fission level measures the users’ willingness to participate in the activity and their ability to attract new users. Generally, a fission level of 8 or above indicates a good activity effect. The fission level of this activity reached 10, which was a very successful performance.

The retention rate is normal. The retention rate of a normal fission activity is generally around 70%. The retention rate of this activity was 88%, indicating that the user retention rate is normal, the participating users understand the brand, there is no problem of taking advantage of the brand, and the user group attracted is relatively accurate.

Activity Summary

Combining the experience of doing activities with the fission formula, before launching a screen-sweeping fission activity, you need to prepare these things:

• Purpose of the activity: Is it to increase followers, attract traffic, sell courses, sell products, or simply gain exposure?
• Event Prize: Choose an existing prize to attract your users
• Activity process: how users participate in the activity, how to share, how to receive awards, etc.
• Tool matching: Is it self-developed or a tool on the market, such as Liebianbao, Jinqunbao, Wetool, etc.
• Fission poster: Let your users be unable to refuse your event after seeing this poster
• Seed users: the first batch of seed users to expand your activities
• Activity testing: After the activity is prepared, it must be tested first, and then it can be optimized based on the data.
• Emergency plan: Use fission tools, monitor data at any time, and prepare emergency plans to increase the possibility of making the event a hit.

Choose the right tool: Based on your activity flow, choose whether you need to develop a certain function yourself, or whether the tools already available on the market can meet your needs.

1. Jipai: Comprehensive fission tools such as using mini-programs to increase followers of public accounts, attract traffic from WeChat groups, and promote conversions in WeChat malls
2. Fission Treasure: The above case uses software to set task rules, create fission posters, H5 fission, and form collection.
3. wetool: A computer tool dedicated to personal WeChat operation and management, which automatically approves friend requests and realizes the automatic keyword reply function.

Author: Sales Master

Source: Sales Master