Event operation and promotion, 6 common ways to play with red envelopes!

Red envelopes are one of the common marketing methods with many application scenarios, such as attracting new customers, promoting activation, retaining customers, and awakening customers. But how should red envelopes be designed? Should we directly deposit cash or vouchers? What are the gameplays that can achieve what purpose? How to avoid freeloaders? You may not have thought about these questions.

1. What activity objectives can be achieved through red envelopes?

Depending on the purpose of the activity, you need to design the corresponding red envelope form. Here are some common red envelope marketing purposes:

1. Improve user conversion in promotion

In the promotion and acquisition of new customers, the role of the red envelope is to set off the final finishing touch. For example, if we want to buy a piece of clothing for 100 yuan, the red envelope is not the only condition. We also need to consider the style, original price, quality, and reputation. However, if other factors are not much different from those of competing products, the red envelope becomes the final finishing touch.

Similarly, during the promotion process, red envelopes can guide users' clicks, downloads, and registrations, but they are not the only role. For example, the promotional copy of a fitness APP is: "30 days of spring exercise, wear shorts in summer". The prominent scene itself is that exercising in spring to lose weight will make you look good when you show your flesh in summer. If you add a sentence to the original promotional copy: "Get a 30-day private training course voucher", users will have higher expectations for the product.

The first condition for improving red envelopes for promotion conversion is that there is no threshold. Conversion itself is a very high threshold, so do not add constraints when stimulating conversion. The specific content needs to be determined based on product features and user concerns. E-commerce gives money, online education gives courses, tools give free trials, and services give membership experiences. Red envelopes are a term for welfare and are not limited to specific content.

2. Red envelopes increase conversions during fission promotion

Fission growth is a form of "old bringing in new" activity, and the main recommended way to play with red envelopes is to rely on luck. For example, a food delivery platform can send red envelopes after an order is placed.

A relatively novel way of playing is the luck-grabbing coffee game launched by Luckin Coffee, which exchanges the vouchers and discount coupons in the traditional red envelopes for a cup of coffee. Although it sounds no different from a voucher for a cup of coffee, the sense of obtaining the real thing is stronger.

The purpose of fission promotion is to expand as many small a users as possible with user A as the center, so the design concept of the red envelope should consider allowing more people to obtain benefits. At the same time, in order to enhance the sense of participation, copywriting such as "The 8th person has the best luck" in the red envelopes of the food delivery platform is also a very effective strategy.

When designing the red envelopes for fission promotion, you need to pay attention to the process. First, let the user get the prize, and then let the user register or download. In order to increase the download rate, some operators let users register before receiving. Before there is clear "candy", even the youngest child will not be fooled by your "kiss".

3. Limited-time red envelopes help achieve sales

In periodic large-scale events, in order to achieve the event goals, you can use the limited-time red envelope gameplay. This is a strategy to activate existing users, so some thresholds can be added to encourage users to perform certain behaviors.

4. Designated product red envelopes are used to create hot products

Push red envelopes that are valid for designated products to old users. The red envelopes can be limited to all products in an event, a certain category in the mall, or a single product. Red envelopes for designated products can achieve the goals of creating hot products, clearing inventory, and helping suppliers with promotions.

5. Red envelopes for discounts on purchases above a certain amount stimulate the increase in average order value

The red envelopes for full discounts are divided into single-level full discounts and multi-level full discounts. The purpose of single-level full discounts is to stimulate users to place orders, while the purpose of multi-level full discounts is to stimulate users to place orders and increase the average order value.

6. Designated user red envelopes can achieve multiple purposes

Designated user red envelopes are a marketing activity based on user segmentation. Attribute labels are established through user behavior analysis, and red envelopes are distributed to users with different characteristics. For example, pushing red envelopes to users who have placed orders in the last seven days can increase repurchase rates; pushing red envelopes to dormant users can wake them up.

The gameplay of designated red envelopes is based on user segmentation, screening people according to marketing purposes, and designing red envelopes based on the characteristics of the people.

2. Which is more attractive, a 3 yuan red envelope or a 30 yuan voucher?

The 3 yuan red envelope and 30 yuan voucher are actually a problem of the specific content design of the red envelope. Cash red envelopes may be more attractive, but they will also attract many freeloaders. The attractiveness of cash red envelopes is more reflected in the title, while voucher red envelopes can bring more benefits and discounts.

The routine of cash red envelopes is to distribute cash but not to withdraw it. It is more effective for promotion and attracting new users because users do not know what they can buy with the vouchers. On the other hand, voucher red envelopes guide users' next behavior and are more effective for old users because users know what they cannot buy with 3 yuan.

Summary: Red envelopes are a form of welfare. The content of red envelopes is not limited to cash and vouchers. Discounts and physical items can also be the content of red envelopes. When designing the red envelope amount, it is necessary to design it based on the average order value of the group of people, and summarize the "discount points" that can interest users from historical marketing activities. The discount on the red envelope can be slightly more favorable than the historical discount points.

Related reading:

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3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

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7. Event operation: 6 common types of event link title copywriting!

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Author: Zhuge iO

Source: Zhuge iO Data Coach