Seven tactics of platform event marketing, how many have you used?

With the introduction of regulatory policies, Internet finance has gradually moved from "wild growth" to a standardized development path. But even so, competition within the industry is still intensifying, and marketing methods on various platforms are emerging in an endless stream. Not to mention that the marketing costs of small platforms are at least tens of thousands a year, it is not surprising that large platforms can easily cost hundreds of thousands or even millions. But no matter what, for the P2P industry, our breakthrough still lies in event marketing .

Before doing any activities, we must first understand the two core issues of the platform’s daily marketing activities:

One is brand promotion;

The second is user conversion.

The purpose of event marketing is nothing more than these two:

First, we hope to increase the exposure of the platform through activities, such as charity and event marketing activities. This type of activity is very helpful in enhancing brand awareness and reputation. Especially for charity activities, if your platform is more enthusiastic about charity, then investors will likely be impressed by your being an organization with more love and positive energy, and they will also have more trust in your brand. But charity should be done from the heart, not just for show.

Secondly, after gaining attention, we ultimately hope that users will invest on the platform. Therefore, user conversion is a big problem for the platform and also a very troublesome problem. At present, the industry's general investment conversion rate is not high, and various platforms are constantly seeking various high-quality channels for advertising in order to acquire high-quality users, but the problem does not seem to have been largely solved. Therefore, as a planner, you must clarify these two major issues, so that we can be clearer when doing activities and not go astray.

So, what types of activities do online lending platforms carry out on a daily basis?

• Experience Gold Activities

It is obvious that the purpose of trial gold activities is to attract users to register, let new users understand the investment process of the platform, and experience the feeling of earning returns from their investments. As a commonly used technique in new customer acquisition activities, it is low-cost and applicable to all platforms.

Generally, you will get xx experience money for registration and xx experience money for investment. Red envelopes of trial money are also attractive to new users, but you must be wary of the freeloaders when doing new user acquisition activities. If there are loopholes in the platform's activity rules and they are exploited by the freeloaders, it will be troublesome and may cause the platform to suffer huge losses.

• Red envelope activities

Red envelope activities are used more frequently to attract registrations and stimulate users to make secondary investments. Whether it is attracting new users or investing, the platform will always find a reason to send you a red envelope. Red envelopes are also a common method used by most platforms. The cost is at an intermediate level. It mainly depends on the platform's red envelope usage rules. Different rules will produce different effects.

For example, in order to stimulate users to invest in long-term targets in the future, some platforms will give a 50-yuan red packet for an investment of 5,000 yuan, and then limit the rules for using this 50-yuan red packet. You need to invest in targets for more than 6 months and the investment amount must be 5,000 yuan or more to unlock the red packet, and the validity period is only 1-2 months. This method is still very helpful for guiding users to invest in long-term targets in the later stage. The key lies in how you decide it.

Red envelopes can be roughly divided into several categories: cash red envelopes, phone bill red envelopes, physical red envelopes, etc., and they can be chosen based on the platform's own activity budget and purpose. In short, the way of giving red envelopes is more flexible and the cost is acceptable.

• Interest rate activities

Interest-increasing activities are popular among both new and old investors, but they are relatively costly. The purpose is to attract new and old users to invest. Perhaps for many investors who prefer actual rewards, nothing is as practical as a direct interest rate increase. Generally speaking, interest rate hikes are more targeted at novices and long-term bonds, because even if there is no interest rate hike, there will still be a lot of people investing in short-term bonds. Another option is to give out interest rate coupons, which is also very popular among users. If the event budget is not sufficient, it is not recommended to give out interest rate coupons, after all, the cost is high. Although interest rate hike activities are an old-fashioned method, as long as users like it, it can be used several times.

• Referral Rewards

The purpose of referral reward activities is to use existing old users to attract new users. What is given in referral activities is more critical, and most of them are direct cash back. Of course, there are also reward methods such as inviting friends to give phone bills, red envelopes, and physical gifts. Users invited by old users are generally of higher quality than those acquired through other means, because this method is based on mutual trust among friends and spread by word of mouth. Therefore, this method is also commonly used by platforms. Many platforms are willing to spend a lot of money to stimulate the recommendation desire of old users.

Take the activity of bringing in new customers organized by a car loan platform as an example, "Invite friends and get 10,000 yuan in phone bills". Invite a friend to register and use his real name to get a 10 yuan phone bill reward; invite a friend to invest more than 1,000 yuan to get another 10 yuan phone bill. During the event, it is stipulated that only users who registered one day before the event can participate, thus first of all keeping out the freeloaders. However, even with such regulations, there is still a group of uninformed freeloaders who may take chances. Therefore, when doing such activities, first of all, the rules must be set in advance to prevent users from finding loopholes. Secondly, the data must be monitored in real time during the process. Once an abnormality is found, it must be handled in a timely manner to avoid losses to the platform.

The participation threshold of this activity is relatively low and it is quite attractive. It costs 10 yuan to invite one person to register. Everyone is willing to do such an easy thing, so there is an invitation limit here, capped at 100 yuan. But there is no limit to the amount you can invite friends to invest. The more you invest, the more you earn. It would be great if you can invite more people to invest. Activities like this with low participation thresholds and relatively tangible rewards will not be too bad in terms of effect.

• Points-based activities

The main purpose of this is to stabilize existing investors and stimulate their consumption. For points-based activities, the platform must first have its own membership system. It will be easy if it has already established a membership system. When an activity starts, you can invest xx to get xx points, and use the points to redeem gifts. Many of them are done in conjunction with their own brand peripherals, which is a good way to maintain old users. Don’t consider platforms that don’t have a membership system and points.

• Charity activities

It is obvious that charity activities are a very good way to enhance brand credibility and reputation. Especially for Internet financial platforms, it is very important to enhance investors' trust in us. Therefore, in addition to some regular industry activities, we can also participate in public welfare activities appropriately to increase the exposure of the platform and leave a caring and positive image in the minds of investors. But again, charity is not a show. If the platform itself does not have good hardware conditions and wants to attract attention in this way, it will not be able to retain users in the end.

• Event Marketing

An example that was very popular last year was "Chen Shiyuan, a jelly jelly fan, wrote a letter to Jane Zhang", which was considered a very successful event marketing case in Internet finance. At that time, the reading volume of the topic on Weibo reached more than 10 million times, and the online media reported that it was reported about 200 times. The number of participants online and offline reached 1 million, which completely exceeded the expectations of the event. In the end, everyone was searching frantically for Chen Shiyuan, and later Gaosouyi also became known to everyone. It can be said that the brand received great exposure and caused quite a stir in the industry.

However, event marketing requires a certain amount of cost, and there are many key points to grasp during the event. If you feel confident, you can give it a try, or you can start with some small things.

Finally, I would like to say that event marketing is still a breakthrough for the P2P industry. It depends on how you do it. At the same time, we must also remember that as an event planner , planning a plan does not mean rigid execution. We need to maximize the preset goals, monitor the event in real time, and adjust the strategy in a timely manner.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @袁绪能 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!