[Case] ​​Teach you how to organize activities, the highest level of activity operation: product activation VS activity productization!

Don’t you see, there are too many viral marketing in the circle of friends. Today there is a cute baby competition, tomorrow there is the most beautiful hot mom, today there are gifts for collecting likes, tomorrow there is a lottery for winning an iPhone 6S by forwarding. It’s so annoying! However, the data of such activities are often very good. As long as the operator has a little experience, it is not difficult to increase the number of followers to over 10,000.

So, your boss says, XXX, you also go and do an activity like this for me!

So, you immediately start writing the event plan... Wait, let me tell you a reality.

The user retention rate of such so-called new user acquisition activities is not high. 50%? It should be considered a relatively high number.

Among the remaining users, some are not our target users, they just haven’t unfollowed us yet. Another part are target users, but how many of them have thought about actively experiencing your product?

In other words, such activities are not of high value to our ultimate goal, which is conversion, order conversion, or conversion of function usage rate.

So, how can we build a qualified event operation ? I think there are two core points.

1. Product Activation

Principles of marketing activities: Marketing should be combined with products and cannot be separated from products. The meaning of "product activation" is that the activity concept must start from the product's perspective, so that the process of users participating in the activity is close to experiencing the product. Several common product activation solutions:

Various voucher red envelopes

This is common in products with payment links, such as Meituan, Didi Taxi , etc. Maybe you would say that this simple and crude way of playing for the rich can also be considered a good activity?

First of all, from the product perspective, the outlet for the use of vouchers must be products. This limits users to consuming these coupons, vouchers, and discount coupons only by experiencing the products. Then, as long as the product is slightly good, users are very likely to have a good impression of the product, and then stay, and even actively share it with friends when the next wave of promotions comes.
Secondly, from the user's perspective, vouchers are directly linked to monetary discounts, and users are generally more interested in them because they are motivated by benefits. Moreover, since users spend time and energy to participate in, receive, and even consume the vouchers, it means that they are your dream target users. You should know that the value of one precise user is far greater than that of ten invalid silent users.

Product modules, which can be considered as activities

The activity mechanism sets the participation method as experiencing a certain product link, such as Baidu Knows "Daily Answering Questions":

Users can complete a check-in by answering a question marked with #天天爱答题# every day. If you sign in for 20 consecutive days, you can receive 20 yuan of phone credit. In this way, users establish a connection between activities and products, and they change from users driven by the interest point of "wanting prizes" to real active users who both "want prizes" and "use products".

The activity of writing comments and getting xx prizes, which can be seen everywhere in WeChat, has little meaning if it is just an ordinary message. However, if it is changed to commenting on new products and new features, and giving xx prizes to the top three likes, it sets the threshold of "experiencing the product" for participating users, and the effect will be different.

H5 mini games full of participation

I won’t talk about the case of “Surrounding the Nervous Cat” which was popular for a while but ended up being ineffective. I will only share a representative case here so that you can understand the essence of this activity more specifically: hot spot + product + sense of participation.

Uber Monkey Walk——

Hot topics: Spring Festival Gala mascot "Kang Kang" announced, people complain about "Monkey Sai Lei"
Product: Greetings - " Uber wishes you a happy Chinese New Year"; Prizes - Uber ride discount codes Sense of participation: Fun gameplay, competition with friends, strong interactivity

Regardless of the purpose of the event, whether it is to attract new customers, promote activation, or retain customers, the ultimate goal is nothing more than conversion. Even if it is to increase fans, as an operation with a sense of mission, we should also proudly ask for active fans and real fans, right? So next time you organize an event, in addition to considering the form of the event, remember to take the product into consideration as well!

2. Productization of Activities

Product Design

Structured thinking

Different types of activities have corresponding different execution details and precautions. For example, for a seemingly simple "anniversary store celebration coupons" activity, the results achieved by novices and veterans will definitely be different. This is because novices lack event experience and will take many detours and even make some mistakes.

There are also some cyclical activities, which are carried out on a weekly or monthly basis. Ideally, the execution effect should be continuously optimized. Unless the results are excellent the first time, they can only be maintained steadily in the later period.

Therefore, the significance of a reusable activity system, in addition to clarifying the activity process and specifying activity matters, also lies in: first, making it convenient for others to migrate and use it; second, forming a normal operation mechanism that can be followed when conducting similar activities in the future.

Activity Planning Reference Template