Analysis of member activity promotion techniques!

This article once again focuses on a membership activity promotion case encountered by Xiao Ming, and analyzes the promotion methods and link design.

1. Case Study

After Xiao Ming was deeply attracted by the membership activities of a snack shop last time (☞Membership activity planning must be done this way☚), he spent several times and found that even the membership activity promotion was so powerful:

Store display: Xiao Ming saw this snack shop when he was shopping in a mall. There was a big membership day event poster at the door. Scan the code to get a 10-yuan no-threshold coupon for free. Xiao Ming thought the benefit was pretty good, so he walked into the store to take a look.

Shopping guide recommendation: The clerk immediately recommended the Member Day event to Xiao Ming, and also showed him a QR code card, inviting Xiao Ming to scan the code and follow the official account to receive a 10-yuan coupon for free.

Link to WeChat Mall: According to the clerk’s instructions, after receiving the 10-yuan coupon, Xiao Ming can only use it to purchase items in WeChat Mall, but Xiao Ming does not have much money in WeChat, so he did not buy it.

Receiving text messages: In the evening, Xiao Ming received a text message about the membership day event from the snack shop. Seeing that the event was good, he decided to go in and take a look.

Link to Taobao: After entering Taobao, I saw the diamond display picture of the membership activity of this snack shop, so I clicked on it, entered the homepage, saw the entrance to the membership day activity, clicked on it and entered the membership day activity page, and received a membership day benefit coupon.

Consult customer service: Xiao Ming asked the customer service what new snacks were recommended recently. After the customer service recommended several new snacks to Xiao Ming, he also proactively recommended the membership day welfare activities and the entry link to Xiao Ming. Then, Xiao Ming purchased several new products recommended by the customer service.

Use points: I used the remaining points to redeem a bag of dried durian snacks, placed another order, and successfully made another purchase.

After a series of operations, Xiao Ming came back to his senses:

Why can others do everything well, but I am also in the CRM business, but my event promotions are always half-dead and I am often criticized by my boss?

Feeling depressed, Xiao Ming used a delicious meal to impress his gay friend Xiao Hui. Under the influence of alcohol, Xiao Hui generously agreed to help Xiao Ming unravel the secret behind it, and most importantly, he also paid the bill.

After sobering up, Xiao Hui regretted it a lot, but he couldn't go back on his words, so he went to the snack shop to experience it. Combining his previous experience, he sorted out the entire promotion chain:

Note: (Because Xiao Ming did not take the picture in time, he collected similar pictures on the Internet for reference)

2. Promotion Channels

From this, we summarized the promotion links of three promotion channels:

1. Offline Promotion

From the member day event poster at the entrance of the snack shop and the active recommendation by the store clerk, we can break down several key points of offline promotion:

• Poster promotion: People passing by the store can see the big posters of the Member Day event, and the benefits are used to attract people's attention and participation.
• Recommended by the store clerk: For customers at the store entrance and entering the store, the clerk will take the initiative to use one sentence to simply and quickly introduce the member day benefit activities, and display the QR code card, inviting customers to scan the code immediately to receive the benefits.
• Coupon attraction: The benefit point of scanning the code to immediately receive a 10 yuan no-threshold coupon attracts users to scan the code to participate in the event. The benefit point is simple and clear, and can be quickly obtained and used.
• The path is simple: follow the official account, and a text + link for receiving a 10-yuan no-threshold coupon will automatically pop up, as well as a link to purchase the mall. From customer scanning the code → receiving the coupon → using the coupon, there is a clear path presented to avoid loss in the middle links.

Promotion features:

1. Face-to-face communication with customers is more flexible
2. Can help customers complete some online operations and reduce the loss of intermediate links
3. Store staff need to be trained to quickly recommend activities and answer customer questions

1. Wemedia platform promotion

Follow the official account → send coupons → member day welfare activities introduction → purchase link. From this, we can break down the four key points of WeChat account promotion:

• Pay attention to the reply: The reply content should highlight the member day welfare activities and interest points; secondly, the content layout should be concise, highlight the key points, and it is best to bring a link to the follow-up
• Menu bar: set up a special main menu bar for the event to make the event more prominent; the submenu should carry the main benefits of the member day
• Purchase Mall: After receiving the coupon, you can purchase directly on the mall to reduce the loss caused by jumping to the purchase platform
• Tweet push: Tweet exposure leads to sharing and forwarding, resulting in fission, thereby generating more exposure and promotion opportunities.

Promotion features:

WeChat public accounts can communicate and reach fans through tweets, template messages, and other forms of communication. The content presented in the form of pictures and texts is richer, the pictures are more attractive, and the reach effect will be better. If conditions permit, it can also be tailored to each individual to improve the promotion effect.

1. Taobao platform promotion

SMS → Taobao homepage Diamond Ads → Store homepage → Member Day Banner → Member Day Welfare Activity Exclusive Page → Points Redemption → Customer Service Recommendation → Add to Cart Order. There are also four key points in this promotion link:

• SMS reach: Based on the user’s historical shopping records, purchase preferences, and activity preferences, push precise content to achieve precision marketing.
• Diamond Exhibition Promotion: Similarly, Diamond Exhibition also adopts precision marketing thinking to push precise messages, so that users receive content of interest multiple times, which can strengthen their confidence in clicking.
• Home page display: Prominent and clear display of interest points can strengthen the atmosphere and intensity of the event and further increase users' confidence in participating.
• Customer Service Recommendation: Customer Service Recommendation Explanation can reduce customer attrition due to unfamiliarity with the event, while increasing event exposure opportunities for customers who come directly from the product page.

Promotion features:

1. The promotion of membership activities on Taobao channels can reduce user loss due to the complexity of intermediate operations. Users can directly click on pictures/posters/links to quickly enter the designated page to participate in the activities.
2. There are many channels for promotion within the Taobao system, such as Diamond Ads, Weitao, live streaming, etc. When promoting through these channels, there must be definite content to undertake. For example, if you see coupons available for membership day events during a live streaming event, there needs to be an entrance for collecting coupons in the comment area or on the live streaming interface.

1. Summarize

From the above logic disassembly analysis, we can summarize the following key points:

1. Store promotion requires support from store staff: When offline stores are needed for promotion support, it is necessary to have different parameter QR codes for each store, and set up store indicators and indicator achievement reward mechanisms to ensure the enthusiasm of stores in promotion.
2. WeChat account needs to set relevant content: After setting the parameter QR code, different reply content needs to be set for new followers attracted from different channels, and the content should be consistent with the activity information known by the fans. At the same time, the WeChat menu bar should be updated in time, and the current core activities should be set as the main menu bar
3. Shopping platforms require the coordination of multiple tools: For online member day activities, online promotion is a faster and more direct way, so in addition to the member page exposure promotion in the store, it is also necessary to cooperate with the promotion outside the store, such as: SMS, Diamond Exhibition, live broadcast, etc.

3. Key points

In addition, Xiao Hui also gave other points of attention based on his own experience:

1. Casting a wide net is not as good as focusing effectively

Promotion has costs. Focusing on the same effect can reduce costs. How to focus:

1. First of all, we need to think about what category of user groups this activity is targeting. Users who are eligible for membership activities are more distributed in channels.
2. What interest points and presentation methods are needed to reach each channel?
3. Don’t cast a wide net; plan your promotion plan based on the type, size, intensity, and estimated investment of membership activities.

1. There is a complete promotion link

1. What is the complete link from promotion of each channel to final traffic conversion?
2. When completing a complete promotion chain, solutions need to be in place for every problem and node where users may be lost.

1. Cross-industry cooperation and win-win situation

Cross-industry collaboration can increase promotion effects by multiples: When conducting cross-industry joint promotion, you need to pay attention to the following points: ①Joint method

The joint promotion model of online membership activities is mostly resource exchange and brand information exposure. The other brand’s discounts, products (for redemption/lottery, etc.), peripherals, etc. are put online in each other’s membership center, and there is exposure and entrance to the other brand’s membership center.

②Object selection

When cross-industry collaboration occurs, the selected brand must have the same user attributes as the brand itself, such as highly similar users in terms of user age, gender, consumption level, purchasing preferences, etc. It is not allowed to collaborate with brands that are completely inconsistent with brand user attributes and needs.

③Combination

It is best to cooperate with 3-5 brands simultaneously in cross-industry cooperation, which can not only ensure the maximum utilization of joint resources, but also enable customers to see more abundant rights and interests activities.

④Monitoring effect

When multiple brands join forces at the same time, in order to ensure that each cooperating brand can go all out, it is necessary to monitor and count the processes and conversion effects introduced by each brand, so as to make real-time adjustments and optimizations, ensure the maximum effect of the joint promotion, and provide data reference for subsequent collaborations.

1. Data review

1. Before channel promotion, you need to make a prediction, such as which data you need to review and which data you want to see, etc. For example, for offline WeChat QR code promotion, you can use parameter QR codes to conduct statistics on the promotion effects of each store.
2. For channels where Diamond Ads, homepage banners, and other images are used to direct traffic to membership pages, it is necessary to focus on the click-through rate and conversion rate.
3. When cross-industry joint promotion is carried out, different links are needed to monitor the effectiveness of each brand when providing resources (coupons/products) to different brands.

There are only a few ways to promote, and everyone has used them. The difference between whether you do it well or not lies in whether you have complete link thinking and design!

Author: Silkworm Treasure

Source: Canbao