The core of Double Eleven marketing event promotion planning!

Since 2014, November 11th of every year has become a shopping festival for the whole nation and a carnival for countless businesses. In 2018, Tmall’s Double Eleven transaction volume reached 213.5 billion yuan throughout the day. Naturally, countless e-commerce companies, WeChat businesses, and offline physical stores would not miss this opportunity.

So how to carry out the Double Eleven marketing activities? Some companies have searched for the article I wrote last year about Double 11 event planning. It is not as simple as lowering the price. I combined the content of yesterday’s “Qingcang Plan” course to write this article as a whole.

In last year’s article, the importance of process was emphasized and the basic process of the activity was listed. Today’s article will provide further explanation. Why is the process so important? Can’t you just do it?

I'll tell you a story and you'll understand.

Location: A nightclub in Beverly Hills, Los Angeles, USA.

Canadian man Eric Von Markovic approached a group of strangers, 3 men and 2 women. He seemed to "miss" them and suddenly turned around and asked, "Did you see two girls fighting outside?" The strangers all answered "no" and asked curiously what happened? Markovic started chatting with them.

Two hours later, Markovic took the most beautiful blonde girl in the group and kissed her in another corner of the nightclub!

This is not a YY novel, this is a true story recorded by the surveillance video of a nightclub and was shown on the American VH1 TV channel's reality show The Pickup Artist. His story was adapted into the best-selling book "The Game", which was serialized in the New York Times.

When I first saw these two videos, I was shocked!

The elderly people rushing to buy health products and the girls laughing happily seemed to be under a spell, immersed in it and very cooperative.

Like you, I wondered if they were people with low IQs and were easily deceived. Later, I discovered that many of those elderly people were intellectuals, and those girls included senior white-collar workers and models. In short, they were not fools, but they were still manipulated almost magically.

A retired university professor in Zhejiang spent 400,000 yuan on health products and felt that he had been cheated. He then used his knowledge of psychology to analyze his experience and wrote an anti-fraud guide that was both inspiring and ironic.

What marketing methods do these scammers and emotional hunters use?

After repeatedly studying their work processes, I found that they all used the same "marketing" method. What's even more interesting is that you can also use this method. The method is very simple:

Break down a large marketing task into N small tasks, and guide readers to complete them step by step until they succeed!

For example, when selling health products, most companies do door-to-door sales. When it comes to door-to-door sales, the common idea is this: set up stalls around the community, display products, put up discount display racks, buy 5 boxes and get 2 boxes free, or buy 1 box and get a lottery, etc., to attract the elderly to buy.

From knowing to purchasing, the elderly need to overcome a huge psychological barrier: I don’t understand the efficacy yet, I don’t trust you yet, I can’t be sure whether the price is reasonable, so you want me to pay for it? Bye-Bye!

Let's take a look at how professional scammers do it:

Step 1: Send salesmen to canvass the streets. When they see an elderly person on the road, they will be asked to leave their mobile phone number in the name of a health charity event. The reward is a box of ginkgo health tea.

Step 2: After the elderly person leaves their phone number, the salesperson will start to make a "home visit", chat with the elderly person, ask about their health, give them apples, and require them to understand the knowledge of health care products and fill out a questionnaire.

Step 3: After completing the test, the salesperson asks the elderly to pay a membership fee of 10 yuan so that they can buy health products at a low discount.

Step 4: After joining the club, the salesperson invited the elderly man to attend a lecture at the office building and asked him to bring a friend. The first time I bring a friend, I give him 10 eggs, the second time 20 eggs... and the fourth time 40 eggs. The last 40 eggs offer generous rewards. In the words of the salesperson, “only fools wouldn’t come.” This time it was a large-scale lecture, and a "famous doctor" was invited to give the lecture in person.

Step 5: Many elderly people are actually very cautious. When they go there, they don’t bring any money because they are afraid of spending too much. What should I do? The salesperson would say, "Auntie, please bring more cash with you, as we will be participating in the lottery on site!" Then, the lecturer randomly picked out two digits and asked, "Who has a hundred-dollar bill ending in 19?" The elderly people held up their bills one after another. "Great! Please ask the staff to distribute some health-preserving vinegar to them!" There was applause and cheers at the scene. Seeing others returning with full loads, will you not bring money with you next time?

Step 6: After the lecture, the famous doctor examined the old woman alone and took her pulse. The famous doctor blurted out, "Your blood pressure is too high and your heart is not in good condition. You have to be careful, old lady." It was amazing. Every word he said was accurate! Are famous doctors really that awesome? The secret is that when the salesperson visited the elderly person's home, he had already found out the elderly person's medical history and told the "famous doctor" privately.

The venue will set up a huge discount, which can only be enjoyed by paying on the day. In order to seize this "rare" opportunity, some elderly people asked their children for money, and some even took out loans. I saw a news report before about an elderly man who pretended to be sick and went to the hospital because his children didn’t give him money to buy health supplements.

You see, the cleverness of the health product scam lies in breaking down the big task of "knowledge - purchase" into 6 simple and easy small tasks, lowering the originally steep marketing slope into a very gentle low slope. Every step is easy and you can get a reward. The elderly run for the reward and as they walk, they "walk away".

The key to success or failure lies here: ordinary marketers have inertial thinking, and they do what their peers do. After writing the selling points in the advertisements, they go directly to the "rush purchase hotline" and ask people to pay money as soon as they meet them. Customers feel that "I can't do that" and simply give up.

However, scammers and emotional players know how to break down a step into 6 or even 10 steps, and guide customers to complete the task step by step until the deal is completed. This is such an interesting discovery! By applying the thinking tool of "decomposing tasks" to our marketing work, many seemingly unsolvable marketing problems can be easily solved!

This story and its interpretation are enough to illustrate the power of process. So what is the marketing process?

The secret lies in this "flow chart". In the book "The Road to Transformation", almost 70% of the content revolves around this picture. This picture is also one of the 24 business lessons of the "Qingcang Project". The model is slightly different from the one in the book, but it is basically the same and may be further optimized in the future.

Many people in the business world do not know what marketing is and think of it more as "sales." This picture, which is a higher dimension than sales and slightly lower than marketing, explains the marketing process and how to build a marketing system for a company or project. Of course, event marketing can never escape the scope of this picture.

In some companies I have worked for, some bosses do not understand marketing. When they recruit people, they only recruit for popular positions on recruitment platforms, but most of them do not understand marketing, so it is naturally difficult for them to achieve results.

What's the problem?

The problem is multifaceted, of course the most important one is marketing, which is reflected in two aspects:

1. I don’t understand the most basic questions.

1. Not understanding the product, not being able to clearly explain the product’s value, and not knowing what results it will bring to customers;
2. I don’t understand my customers. I have no idea what their characteristics are, what their pain points are, or what their psychology is like.

They don’t even understand how products can solve users’ problems and bring value and results to users.

2. I don’t know what marketing is and what the process is.

When holding activities during holidays, they turned the activities into "price reduction notifications".

I asked what the purpose of the event was, to attract traffic, fission, or to close deals? One guy slapped his thigh and said, "We were trying to attract traffic, but ended up thinking about closing deals. No wonder the results are not good."

Secondly, everyone in the marketing team has a division of labor. If you ask: "What is your job content and what purpose is it to achieve?"

Can your employees clarify this issue?

If you are an employee, have you thought about how to answer this question from your boss?

I write copy all day long, but I don’t know what the copy is for.

I work in the community every day, but I don’t know what my purpose is.

Maybe more people think that everyone in this industry does this, writing and publishing according to their mood, but they don’t know what is behind each action?

So, what is behind all these marketing actions?

The answer is in the flowchart above. Just like visiting Mount Emei, this is a guide map.

I have also met bosses with flexible minds who have endless ideas, but they don’t know how to string these ideas together to create cumulative power.

Many companies may be like this, that is, the boss is always changing. He works in the office every day, smoking, with a sad face, thinking of many strategies, one after another. Employees are so busy that they are dizzy and often cannot keep up with the pace. The leader opens his mouth and the employees run around for him.

Some people say that starting a business is not like cooking, where you have to prepare everything before starting the fire, but rather you have to improve as you go along. Does this make sense?

It makes sense. When you don’t know the way, you just have to keep going. However, as long as he does it, he will definitely move towards a more perfect direction, just like climbing a mountain, you can climb it without a map. After climbing a lot, you will naturally draw a map or even make some landmarks to instruct those behind you how to climb. It is naturally impossible for people who get lost, starve to death, or fall to death along the way to draw a map. When you climb a mountain, you have a map. Isn’t that an advantage?

In the figure, I listed nearly 20 key factors. So, what is the core behind these factors?

Many people read "The Road to Transformation", but they definitely cannot absorb it all after reading it once. On the one hand, it has to do with their own foundation; on the other hand, I have written too much and the plate is too big, so some readers may not be able to grasp the core. I will briefly sort it out today.

Whether online or offline, or any new business form, gaining more customer value is always the basis for profitability.

How to gain more customer value?

1. More customers
2. Higher transaction rate
3. Higher average order value
4. Higher repurchase rate
5. More referrals
6. More people contribute money and effort to participate (agents, partnerships)

This is a problem that marketing solves.

In addition, costs and other issues need to be considered, which are issues that need to be resolved in other links.

For social e-commerce, or the new term "private domain e-commerce", the cost of acquiring customers has increased, and the social and private domain genes are very suitable for developing customer lifetime value.

This will be the trend in the future as it becomes more and more detailed and professional, with high requirements placed on the indicator of customer lifetime value.

If you simply pursue small profits but quick turnover, you will be held hostage by the platform. You will not have complete autonomy over your pricing, settlement cycle, profits, etc. Moreover, this approach has many uncertainties and its development is unstable.

Traffic is showing an oligopolistic trend, and it is difficult for us ordinary entrepreneurs to become such an oligarch. Their characteristics are all platform-based, such as Tencent, Douyin, Kuaishou, Toutiao, Weibo...

We can only collect traffic from major platforms, and then cultivate and convert it in our own "private domain". The natural advantage and necessary mission of "private domain" is to maximize the customer's lifetime value.

Therefore, the core of social e-commerce lies here, and the core of most business forms is also here.

Only by being based on the essence can it be irrefutable. Only by being irrefutable can it win the trust of others. Only by winning the trust of others can it make money.

Based on this clear understanding, we will examine our strategy, business model, marketing structure, and how to mobilize and allocate resources to achieve this goal.

You might remind me, when we talk about marketing activities, why don’t we talk about products?
Of course, the most outstanding performance is the product.

There are several levels of understanding of the product:

1. Products are the most important objects of exchange and ultimately reach the hands of customers. They are the carriers of our value and directly determine the most important customer experience. A bad experience may be due to many factors, but a product with a bad experience is definitely not a good product.
2. As a product of exchange, for the seller, the more it circulates, the higher the price and the higher the profit, thus ensuring profit.
3. Products are exchange items and a tool for dealers to make money. They need to consider their position and how to use products as the basis for a money-making plan. If it is a social e-commerce agency, his image in front of friends, etc. should also be considered.

We can dig deeper, but these three aspects are where many companies perform better. In "The Road to Transformation", I talked about the "6+1" rule for selecting and creating products for social e-commerce.

We can conduct targeted analysis for each industry and the specific situation of each product, which is flexible but not rigid.

Direct sales and agents have different requirements for products.

Retail and wholesale have different requirements for products.

Depending on the industry development status and the situation of competitors, the product requirements are different.

The requirements for products are different when they enter first-tier cities, high-end, medium-end and low-end markets.

But all the "requirements" point to the same core.

It's not just the product. After product innovation, the methods of product value exploration, product combination, etc. may be different, but the core they ultimately point to is the same.

Marketing actions that are not directly related to the product may be different, but the core point is the same. The core here is mainly each element in the flowchart, which guarantees the previous core - customer value.

Understanding of the essence of business (customer value)

Based on the essence, the decomposition of goals (how to obtain more customer value, several elements in the flow chart)

Based on the goals and elements, build a system, a network, this network, this is the flow chart

I will not analyze the specific points in this flowchart one by one. When doing it, read the corresponding chapters, design the corresponding processes, and prepare the corresponding tools according to the specific situation.

To do a good job in event marketing, it is not enough to just read the "Event Gold Mining Technique". You also need to read chapters such as foreshadowing, customer analysis, trial experience, quick transactions, fission, community, etc. Even the copywriting chapter is necessary.

Forced hard advertising-Dangdang book purchase code

Simply organizing an event to reduce prices is no longer effective.

If we look at Double Eleven, for many stores it means price cuts. But when we look at the big picture, it’s not that simple. Because Taobao has already done a lot of things, including advance advertising, various warm-ups, various reward participations, red envelopes for discounts, AR coupon grabbing and other ways to play.

Many small businesses do not accumulate customers on a regular basis, so they have to sit and wait for traffic from the Alibaba platform for a long time. Therefore, in recent years, many companies have stocked up on goods but sold very little, while others have not stocked enough to sell, and they have been beating their chests and sighing.

Finally, I would like to add one more point, which is very important.

Whether it is the health product scammers or the love hunters, they are all good at using process technology. Moreover, when we watch those TV dramas and movies that make people cry, they are all paved with processes, accumulating emotions little by little until they "can't hold it back anymore."

However, our marketing is not just to make people cry or to make them spend money like crazy. In normal operations, we will consider customer expectations and the extent to which our products and services can meet customers' needs. If you only pursue the goal of closing a deal, taking unconventional approaches, or even resorting to unscrupulous means, you will end up hurting yourself.

The product is good and can bring value to customers and make their lives better. Then, we can take effective ways to market our products to customers.

Author: Chen Xincheng

Source: Chen Xincheng