How to plan an event? Four ways to plan an event!
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Last week, a friend asked me why I didn’t share some of the Internet finance stuff I’m doing now, and I answered like this, “As long as you’re in the Internet industry, no matter which direction you’re in, the methodology should be similar.” Today we are going to talk about the basic activities in the field of Internet finance, which are similar to e-commerce . They take advantage of users’ profit-seeking psychology and simply and crudely give them benefits to guide them to complete the “tasks” designated by the operation ! If you are also in the Internet finance circle, you can often hear complaints from event operators like this: "Alas, once we stop doing activities, the daily transaction volume will drop sharply"! At present, there is little differentiation in the products of various platforms in the Internet finance industry. For operators who bear the pressure of platform transaction volume, the medicine can be stopped, but the activities cannot be stopped. In addition to controlling costs and achieving the expected transaction volume, activities also require new ideas and a high level of quality. Style 1: Borrowing hot spots In an era where marketing is rampant, whoever captures the user's attention will be able to take the initiative in industry competition. To this end, many Internet financial companies try their best to use websites, WeChat and other platforms to carry out " hotspot marketing ", hoping to obtain the maximum marketing return with the minimum investment cost. In the context of the Double Eleven online shopping spree, the Internet financial platform PPmoney was not idle in conjunction with the hot spots. When everyone felt that it was time to buy, it made a last-minute investment to give away electronic digital products, flash sale platform experience gold, and half-price redemption of member points, which helped the platform create a small peak in transaction volume on Double Eleven. (ppmoney Double Eleven: PP sends warmth and helps you get naked) Style 2: Timeliness What I understand as timeliness refers to key holidays on the calendar, such as May Day, National Day, Valentine's Day, Dragon Boat Festival, Mid-Autumn Festival, etc. If taking advantage of hot events is about speed, then timeliness is about planning. If you want to handle the event smoothly, you have to plan the daily activities on the timeline in advance. Frankly speaking, if the operation is to organize activities according to timeliness, it can actually meet the frequency of two events a month. However, after all, there are too many activities that can be done in a timely manner, and it is impossible to create a special page for each event. The simple design of the event can refer to the format of Lazy Investment's Thanksgiving Day. Just tell users in one sentence, "Invest in the Lazy Plan project with the label "Thanksgiving Rate Increase" on the official website or official client of Lazy Investment, and enjoy an additional interest rate increase of 0.5%. Find a reason to give yourself benefits based on timeliness and give users an incentive to "squander". (Lazy Investment Thanksgiving Gift) Style 3: Company News Although it is self-indulgent, it is also necessary. Financing, new products launched, awards won, spokespersons recruited, senior executives hired, advertising space placed in New York's Times Square... As long as you think the company has something awesome, as an event operator you will seize the opportunity to plan the event in advance. Unlike hot events, company dynamics have strong social attributes and too many uncontrollable factors. As an internal employee of the company, you can receive first-hand information in advance and prepare in advance, and even take advantage of market brand promotion to achieve twice the result with half the effort. In December 2015, JiMuStock, a product of the Internet financial platform JiMuBox, was officially launched. As an event operator, it planned a "Newbie Gold-making Season" to coincide with the launch. Not only was it free to open an account, but during the event, the first deposit could be rewarded with up to $20 in cash. (Building Blocks - New Stock Product Launch Event) Style 4: Original knot There are two biggest problems in operating time-sensitive activities. One is that the entire Internet gives users too much noise, just like you are walking in a busy vegetable market, and you hear low prices everywhere. The other is that the promotion costs are much higher than usual. Now there are traffic platforms, which basically use bidding to take orders. There is a limited amount of traffic, so in order to launch the event, you have to buy traffic at a high price. If the timing of native festival creation is well chosen, it can effectively avoid the problem of low "input-output ratio" of time-sensitive activities. Dianrong.com, the White-collar Financial Management Festival, the "Bronze Fan Festival" on Tongban Street, anniversary celebrations and harmonious music-style festivals are currently the most popular activities in the Internet finance industry. Creating a festival requires relatively high operational capabilities. It is necessary to be able to control the overall operation and make a combination of activities, from sending out red envelopes to closing the network, to the subsequent secondary dissemination of battle reports, and to be able to make three-dimensional market placements on a wide range of areas, including TV/ new media /subway advertising/traditional advertising such as outdoor and print media. When a platform creates a festival, it is best to have competitors come to "stir up trouble". In the Internet industry, quarrels are the easiest way to attract everyone's attention. On June 18, 2012, Suning set up the Pingjing Command Center to stir up trouble, and only then did we know that 618 was JD.com’s store anniversary. (Dianrong.com White-Collar Financial Management Festival) The four types of activities that can be seen on the market are divided by gimmicks. If they are divided by the purpose of the activities, I like to divide them into 5 categories: 1) Attract new users: Increase registrations/app downloads through channels and user invitations 2) Conversion: Increase the purchase rate of new users 3) Activation: Significantly increase platform transaction volume 4) Repeat purchases: Purchases from old users increase the average order value 5) Brand: Asset packaging to expand brand awareness and recognition Using "gimmick + purpose" can help you quickly confirm the theme of the event. For example, "Valentine's Day + introduction of new users invited by friends" can be called "Rich People Matching". Not only will you receive an invitation red envelope, but if the matching is successful (the friend invests at least ** yuan within 30 days to complete the invitation), you will also have the opportunity to draw a big gift. Compared with community product activities, although the general methodology is similar, Internet finance activities require a higher level of grasp of details. The biggest feeling I get from this difference is that Internet finance has very high requirements for cost accounting, especially when planning activities with different promotional methods on a single topic page, which can easily lead to insufficient cost estimates or repeated calculations. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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