Tips for promoting new Pinduoduo events!

The author of this article sorted out Pinduoduo's new customer acquisition activities, analyzed and summarized the marketing tactics behind it, and shared them with everyone.

I believe that many readers have been flooded with Pinduoduo’s Double Eleven cash-giving event in the past two days, right? Including myself. Pinduoduo’s Double Eleven event has become a phenomenal topic, spreading across major friend and family groups and circles of friends. The editor is also addicted to it and cannot extricate himself - because he can get benefits, consolidate friendships, and learn tricks at the same time, it is really killing two birds with one stone.

Okay, without further ado, let’s learn the tactics of Pinduoduo’s Double Eleven event together.

Routine 1: Naked temptation

1. The temptation of social connections

I saw a message in my friend group about supporting Pinduoduo early in the morning, but I just glanced at it calmly and pretended I didn't see it. After all, I have become accustomed to too many activity routines. It is not worth it to waste my time and energy for a few dollars.

The most interesting thing is that the best friend also "ridiculed" the friends in the group for being toxic and said that she wanted to quit the group. After all, everyone is a white-collar worker and it seems that they would not be so "greedy and cheap". However, what was dramatic was that in the afternoon, the bestie actually took the initiative to send out her own Pinduoduo red envelope to her friends to help, and said that it was poisonous.

At this moment, my psychological activities were: on the one hand, my best friend asked for help, and on the other hand, I was curious about such a dramatic change in my best friend. The dual motivations drove me to act decisively. I thought it was just a friendly favor, but I didn’t expect to receive a red envelope of more than 80 yuan, so I entered the next stage of temptation - cash temptation

1. Cash temptation

If it was three or five yuan, I believe many people would not find it tempting, but it dropped to more than 80 yuan in a few seconds.

This includes two dimensions: time and amount. If calculated at 80 yuan for 10 seconds, that is equivalent to 480 yuan per minute and 28,800 yuan per hour. Of course, these are just illusions created by Pinduoduo, but even 200 yuan per hour is not a small temptation. However, the atmosphere created by Pinduoduo is definitely greater than this value, so there are still many white-collar workers and high-income people with houses and cars in the group who have a lot of fun.

Trick 2: Strong psychological suggestion to make users believe that the goal is easy to achieve.

1. Strong contrast

The sharp contrast between the amount of support that still needs to be obtained and the amount already received in the account makes it seem that the red envelope withdrawal amount (100 or 200) is easy to achieve.

When you help your first friend, Pinduoduo has put a red envelope of about 85 or 180 yuan into your pocket. Let’s look at 85/15 and 180/20. The strong contrast makes users feel that the goal is easy to achieve.

1. There are constant feedback on real withdrawal cases

The activities set up by Pinduoduo are not difficult. For example, if a friend helps 3 times by himself and invites friends to help 6 times, and the editor himself helps 4 times, he will receive a red envelope of 100 yuan. It is precisely because the withdrawal threshold is not high that friends around me keep reporting that they have withdrawn money.

It is this design that makes more users believe that this activity is real, reliable, and easy, which in turn triggers users to take action.

1. Feedback on the previous large red envelopes

Almost every user receives relatively large red envelopes for the first few times, ranging from a few dollars. This gives people a hint that they can withdraw cash with just a few simple steps and a few clicks.

For example, the first time I received it was 86.69 yuan, and the first two were 3.86 yuan and 2.7 yuan respectively. This information tells me that it will take about 4 to 5 times to reach the withdrawal threshold, which is quite easy for me because the amount of money my relatives and friends receive far exceeds this number.

Routine 3: Win-win thinking

When you help your friends, you also get red envelopes, which helps both your friends and yourself. Of course, for this purpose our "zombie group" also organized a discussion on Pinduoduo's operational research.

Pinduoduo used this event to create topics and bring acquaintances closer together.

In modern society, the rapid urbanization process has led to many people living in an unfamiliar city. People are much more distant from each other than before, especially many people may not see their neighbors for several months. Even acquaintances are scattered all over the place. Most of the editor’s groups are zombie groups, and they only say a few words in a month. I wonder if you who are reading this have the same feeling.

On the contrary, this event provided a topic for our "zombie group". Everyone helped each other and discussed Pinduoduo's operations together. This made the boat of friendship even stronger.

Routine 4: Ultra-low threshold for assistance

1. Visualization of the power steps

Whether it is a command sent by a friend or the guidance of the main force, Pinduoduo has tried its best to achieve visualization. Whether it is the step-by-step instructions to help friends or the guidance at each step, it is done very well.

[Red envelope] I am receiving the red envelope of 💯 yuan in cash

[Red Envelope] Long press [Copy] the entire message

[Red Envelope] Open [拼́ԁǓ⨀ԀƱ⬯App] and you can help me withdraw cash to WeChat balance

[Red envelope] Please help me, I love you [kiss]

⇥O8mhyutad6MaA⇤

2. Simple steps

Users who have downloaded the Pinduoduo app: You can help in just two simple steps.

Users who have not downloaded the Pinduoduo app: You can get assistance in just three simple steps.

1. Smaller installation package - 19.7M

A smaller installation package means less cost, both in money and time. For example, even when there is no Wi-Fi, users are happy to download, after all, it only consumes a dozen megabytes and does not cost much money. A smaller installation package also means shorter waiting time, and the time cost paid by users is also very low.

Routine 5: Continuous feedback, continuous temptation

1. Red envelope amount feedback

Every time you help a friend, you will receive a red envelope or a limit on the number of times. Invite friends to help and you will receive red envelopes. These feedbacks tell users to quickly help their friends or invite new friends to help.

1. Social network feedback

Since it is not difficult to withdraw cash, friends keep reporting that they have withdrawn cash. It is through this constant feedback that the user's extinguished desire is rekindled again and again. Well, it is really hard to resist the temptation, so let's start taking action.

1. Time feedback, creating a sense of urgency

In order to highlight the sense of urgency, the activity page jumps quickly in units of one tenth of a second, giving people a feeling that time is passing quickly and making users feel the urgency of the task - act quickly.

Trick 6: Using the Principle of “Psychological Phenomenon – Loss Aversion”

What is loss aversion?

Loss aversion refers to the phenomenon that when people are faced with the same amount of gains and losses, they find the losses more unbearable. The negative utility of the same amount of loss is 2.5 times the positive utility of the same amount of gain. Loss aversion reflects that people's risk preferences are not consistent. When it comes to gains, people are risk-averse; when it comes to losses, people are risk-seeking.

1. Lost the red envelope

For example, if you won a lottery ticket worth 100 yuan, but lost 100 yuan the next day, although this is equivalent to not winning the lottery, your mood at this time is much worse than if you had won the lottery money. So when you think about the loss of more than 80 yuan in your account in the near future, you will feel very unhappy. If there are some other stimuli, such as feedback from friends, you may no longer be able to resist the temptation and start to act.

1. Loss of previous investment

Of course, you may lose not only the red envelopes you have received, but also the time, energy, connections, and possibly the red envelopes you have invested in them. When you think that these investments may be wasted, there is a force pulling you - take action!

Okay, the above are the tricks that the editor learned in this activity. All the tricks are centered around one purpose - attracting new customers. How to constantly induce users to take quick actions step by step to attract new customers? Socializing among acquaintances and the temptation of higher red envelopes + creating an atmosphere where goals can be easily achieved + an extremely low threshold for support are the keys to its success in attracting new customers.

I am looking forward to communicating with you. If you have any experience, please feel free to share it in the comment section below.

Author: Luo Xiaomei

Source: Luo Xiaomei