How to plan a hot-selling promotion event that will sweep the screen?

Every operator hopes to plan a hit event that will sweep the screen and achieve explosive growth in users.

However, once you start planning an event, you will fall into confusion and don’t know where to start.

In today’s article, I will take you through the core steps of creating a hit online event, allowing you to find the entry point for the event and quickly create a hit online event.

1. Clarify the purpose of the activity

Only when you think clearly can you do it well. Many newcomers, upon receiving an event planning request, start writing plans without thinking twice. The result is predictable: they are quickly rejected by their leaders and have to go back and redo it.

No matter what activity you are doing, the first step is always to clarify the goal of the activity and be goal-oriented so as not to be disrupted by various sudden factors in the activity.

First of all, we need to be clear about what the purpose of the event is?

Is it to attract new users or to activate users? Or do you want to realize marketing monetization?

1. Draw fans

If you want to organize an event to attract fans, the design of the prize is the most important key. Only by having prizes and bait that can meet the core needs of users can you attract fans continuously.

Take the most needed products as rewards

2. Promote fans

If you want to revitalize your original fans.

First, we need to consider designing a user tier system, so that users at different levels can enjoy different levels of rewards;

Secondly, the hierarchical design should also be made explicit. For example, create a ranking mechanism, ranking by number of invitees or VIP level qualifications, so that all participating users can see their own ranking;

Set up a ranking mechanism to promote fans' participation and encourage users to make their children the "hottest baby"

3. Improve conversion rate

If you want to monetize your marketing, you need to embed product information and store links in each process of the activity to guide users to place orders at any time.

When closing the event page, set up a lucky draw session

As a senior operator, you should think about activities from the source:

· Consider the necessity of the activity. Is it necessary to do this activity to achieve the purpose of the activity?

· Consider the feasibility of the overall activity process and the focus of each link of the activity?

· Think about the sub-goals of each stage in the entire activity so that you can dynamically adjust the activity during its execution.

2. Grasp user needs

A successful screen-sweeping campaign must meet the needs of users.

Only when your activities meet and stimulate the needs of users will they be willing to participate in your activities and help you spread the word.

How to grasp user needs?

1. Know who your users are

It's not just about knowing gender, age and region.

We also need to know these users and what scenarios they are in. What are their purchasing preferences? What is their focus? Is there a strong motivation to participate in the activity?

Only then can you clarify the time, theme and method of your activity based on the user's attributes.

How to find out user needs? Here are 3 methods for you:

Competitive product research

Participate in and study competitors’ activities.

See from which angle they approach it?

What creativity did you use?

What needs of users are met?

User research method

Go to forums, BBS, Weibo and communities more often to see what users are discussing and judge their needs based on the content of the discussions.

Customer Service Consultation

Go to the customer service department to find out where users are complaining and making complaints, so as to determine what user needs are not being met and plan activities based on these needs.

3. Innovative gameplay

Nowadays, many gameplays have been overused by operators, and users are too lazy to participate in similar activities.

Therefore, success can only be achieved by constantly organizing new activities and allowing users to experience freshness in new activities.

The underlying logic of the games is the same, which is to design them in a gamified way and to stimulate the user's desire in each process of the activity so that the user wants to keep playing.

When designing an activity, you must consider:

Are rewards credited promptly?

Is sharing easy to operate?

Does it conform to the user's operating habits?

Is there timely feedback in your activities?

Is the user's activity path clear and concise?

For example, the following poster fission activity

When other activities are using virtual items, such as courses and materials, as prizes, you can find new baits, such as physical rewards such as books, to create differentiation in the activities.

Updates to rewards can be made from sending virtual items to sending physical items

When doing activities that reward physical goods, cost accounting must be done. Generally, the cost is calculated based on 1 yuan per fan, and a book is usually around 25 yuan. Therefore, when you invite 25 or more people, you can give away books at the event.

4. Promotion and publicity

The effectiveness of an event’s communication usually depends on the publicity before the event.

No matter how good your gameplay is or how powerful your mechanism is, if you cannot attract users and get them involved, the activity is a failure. Therefore, it is very important to promote the event well.

1. Poster design

Online activities generally require posters, and the content on the posters directly hits the user's psychology, so that it can be spread quickly.

A poster should show at least three aspects:

User pain points

By hitting the user's pain points, the theme and purpose of the event can be clearly seen at a glance, which increases the attractiveness of the event. The general pain points of white-collar workers are workplace anxiety, health risks, children's education, etc.

Hitting the pain points of solving difficult GRE sentences

Product selling points

The creation of product selling points is also a key point in poster design. Your product selling points should highlight the benefits to users and what users can get.

The selling point is the planning scheme, directly telling users the practical method at zero cost

Sense of urgency and scarcity

For example, the event time is limited to 3 hours, the number of gifts is limited, etc. These words can motivate fans to take action and forward and promote immediately.

"48-hour limited-time special offer" and "first 100" highlight the sense of urgency

2. Event copywriting

When we are writing campaign copy, we need to take into account the user's forwarding scenarios.

For example, when a user forwards a message, he or she may want to add a comment, but after thinking hard, he or she feels that the comment is not good enough and may give up halfway.

Therefore, we need to consider every process of user participation in the activity and help users clear all obstacles that may arise when forwarding.

At the same time, when writing copy, you should also embed your WeChat account to facilitate attracting fans and building your own private traffic pool. In this way, subsequent activities will become easier and easier.

5. Be aware of risks

Some time ago, WeChat issued an announcement to crack down on fission activities, banning many big accounts, and some operations partners did not dare to carry out large-scale publicity.

The same applies to our activities. We must design the gameplay in accordance with the platform’s regulations and try to reduce risks so as not to lose the big picture for the small.

So, how to avoid risks?

1. The bottom menu should describe the event details. Try to use third-party links instead of directly using WeChat pictures and texts.

2. In event posters and promotional slogans, try to avoid using misleading words such as “follow,” “forward,” and “share.”

3. During the event, you must provide good customer service. If there are fans complaining in the background, try to appease them and don’t let the fans wait to make a complaint.

The key points about screen-sweeping activities are all in this article. I hope it can be helpful to everyone.

Conclusion:

Whether online activities are free or paid, the participation threshold must be lowered to a minimum, the user participation process must be simplified, and users must be informed of the costs and benefits of participation.

It is also necessary to design the communication method in advance, think about where to direct the traffic, how to enable users to complete spontaneous communication, and reflect this in the event copy/poster.

Related reading:

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Author: Operation Publicity Xiao Leilei

Source: Operation Gongju Xiaoleilei (ID: gongjulei)