Breaking down the planning logic of big promotion membership activities!

1. Case Study

Xiao Ming has been signing in at a snack shop every day recently. Whenever he sees a sale, he buys a lot. As a result, he has gained several pounds. It’s not that Xiao Ming is greedy, but the shop’s tricks are too deep:

1. Free

During the 618 promotion, Xiao Ming was bored and browsing Taobao. He found a store’s homepage prompting him to get dried mangoes for free. Thinking of taking advantage of a good deal, Xiao Ming followed the instructions to bind his membership card and purchased dried mangoes for 1 cent. When checking out, he found there was a postage fee. It was not cost-effective to pay for it, but it would be a pity to give up, so Xiao Ming went to find customer service.

2. Bring free shipping products

The customer service told Xiao Ming that he could get free shipping if he bought any item on Juhuasuan that had free shipping, and then recommended a chicken drumstick with free shipping. Xiao Ming thought it was not expensive, so he paid for it all at once.

3. Pay attention to the lucky draw

Two days later, Xiao Ming received a package with a DM slip, which indicated that scanning the code would give him a 100% chance of winning. So he decided to give it a try. He scanned the code and followed the snack shop’s official account, and won a 10-yuan coupon.

4. Send points

On the 5th day, Xiao Ming received a WeChat message: 99 points have been given and can be exchanged for gifts in the member center. Xiao Ming found that he only had enough points to redeem nail clippers. He had a thermos cup he really liked but didn't have enough points. However, the store had various interactions to earn points, so he added the thermos cup to his purchase and then came to sign in and interact frequently.

5. Activity warm-up

At the beginning of September, Xiao Ming received a WeChat message from the snack shop, telling him that the 99 big sale was in progress and that he could get double points by adding items to his collection. He was almost able to exchange them for his beloved thermos cup.

6. Stimulate interaction

Xiao Ming went to the membership center and found that he was still 100 points short of exchanging for a thermos cup. He calculated that he only needed to sign in and interact for another 5 days. After that, Xiao Ming worked hard to sign in and collect and add products from the store.

7. Promotional offers

The day before the 99 promotion, Xiao Ming received a text message informing him that a 159-20 yuan coupon had arrived. At 0:00, Xiao Ming used his accumulated points to buy a thermos cup. Then he found that the items in the shopping cart were all his favorite foods. He happened to have another coupon, so he bought them all.

In this way, Xiao Ming was firmly grasped. Whenever he remembered, he would sign in to interact and earn points, and check if there were any new activities in the member center.

2. Case logic analysis

Xiao Ming was very depressed. He was also working in CRM, but he was tricked by others and even gained a few pounds. He couldn't stand it! Decided to ask for help from elder brother Xiao Hui.

After listening to Xiao Ming's story, Xiao Hui helped Xiao Ming sort out the logic and actions behind the big promotion membership event planned by this snack shop:

1. Activity strategy analysis

2. User path analysis

3. Key points of member activity planning

From the activity strategy summarized by Xiaohui, we can draw the following 5 key points of member activity planning:

(1) Decomposition of goals and planning of activity contents

(2) Membership Benefits Display

It is because of the repeated display and exposure of member benefits that Xiao Ming will gradually deepen his stickiness with the store and finally generate transactions. The display of member benefits has the following key points:

1. There needs to be a member benefits special page: to introduce the value of member points, showcase member benefits activities, and guide new members to participate.
2. Regular page updates: The member benefits page must be updated on time according to different activities without delay to ensure the freshness of member benefits.
3. The page design coordinates with the rhythm of the store, with key points highlighted: The member benefits page needs to coordinate with the purpose of the planned activities, adjust the page design and layout in a timely manner, and place important activity information on the first screen.
4. Provide multiple entrances: The membership page needs to have entrances at key locations, and these locations are based on the user's shopping routes to ensure that members can see them in time.

(3) Fresh and rich rights gifts

A rich and diverse range of gifts is an important means to keep members sticky. Without a variety of gifts, and only regular store merchandise or coupons, on the one hand, it is easy to cause value comparison and affect the value of rights and interests, and on the other hand, members will also experience aesthetic fatigue.

To ensure that there are continuous and abundant gifts online, please pay attention to the following points:

1. Back-end supply support: The store back-end needs to have a certain supply capacity to support regular updates of member gift types and enrich the gifts for member activities.
2. Multiple levels to meet different needs: The value of member gifts needs to have different levels, including low value, mid-range value, high-end value, etc.
3. Planning in advance: Gift planning needs to be done at least one month in advance to ensure that the gifts can be updated online regularly.
4. Communication and outreach: After member gifts are updated and put on the shelves, it is necessary to promptly reach out to members who are interested in such member gifts to attract interactive repurchases.

(4) Multi-channel promotion of member activities

No matter how well you plan the content of a membership activity, you still need to promote it and reach members at key points so that they know about it. Otherwise, it will just be for your own amusement. Then, promotion is very important.

From Xiao Ming’s experience, we can see that the promotion of snack shops includes:

(5) Complete rhythm plan

Member activities are planned in waves and rhythms, and are synchronized with the overall rhythm of the store:

In addition, in order to better plan member activities, Xiao Hui also put forward some tips:

TIPS

1. Daily maintenance is very important: Member activities are long-term activities, and efforts should also be made in normal times. Don’t think that if you do nothing on a daily basis, do not maintain or operate members, you will expect a sudden boost from a big promotion. You can refer to the article "Even when you are in love, you are not so attentive: Do a good job in customer care marketing
2. 》
3. Pay attention to the rhythm of the store: During the promotion period, member activities must be consistent with the overall marketing rhythm of the store and cannot be separated from the overall marketing rhythm of the store, otherwise it will lead to half the result with twice the effort.
4. Planning is about leaving time leeway: plans cannot keep up with changes. If the rhythm is too full, any unexpected situation will affect the progress. Therefore, leave some space, so that even if there is a delay or change in a certain link during the period, there is enough time to adjust and respond to ensure smooth progress.
5. Create a task progress chart: The execution of member activities is a systematic matter that requires cooperation from all departments. Creating a task progress chart will enable more efficient follow-up of execution.
6. Reviewing is very important: Reviewing is an opportunity for self-examination. Doing a good review will help you to improve your strengths and overcome your weaknesses next time.

3. Application of the method

Xiao Hui's explanation benefited Xiao Ming a lot. Based on this idea, he planned an event to launch new products in the store:

The idea of ​​this activity is also based on the shopping routes of store customers:

Then, at several important key time points, we also planned the event promotion plan:

After reading Xiao Ming's event plan, Xiao Hui was very pleased and believed that Xiao Ming would achieve good results.

Author: Silkworm Treasure

Source: Huile CRM