How to plan a low-cost community operation event?

Nowadays, everyone is calling for building private domain traffic, but most operators still focus on online, not knowing that they can find another way and start from offline communities. Offline traffic is a new blue ocean, especially in communities where people gather in high density. Successfully operating a good event can capture a large amount of traffic.

The cost of Internet traffic is getting more and more expensive. For example, the cost of attracting new customers for Luckin Coffee reached as high as 60 yuan per person. Online traffic is gradually approaching saturation, while offline traffic is a new blue ocean, especially in communities where high-density populations gather. Successfully operating a good event can capture a large amount of traffic, and the successful model can be completely replicated. By doing one community event after another, you can get users with high loyalty and high conversion rates.

For example, what I want to share today is how to plan a community activity with a cost of around 500 yuan, attracting an average of 100-150 new members per event, and a cost of 3.3-5 yuan per person.

Anyone who has run an event should know that when the cost of the event and the cost of attracting new users are quite low, it is actually quite impressive to be able to acquire so many new users. Of course, if you want to talk to me about those people in the commercial street who give you fluorescent hair accessories to get you to follow a public account, their cost of attracting new customers is lower (1-2 yuan/person), then I have nothing much to say. They did follow, and then received the prize or deleted or blocked it immediately, so the practical significance is almost zero.

Without further ado, let’s take a look at how this low-cost, high-conversion community activity is planned.

Community activities should be down-to-earth

A community event does not have to be grand and high-end. The community is still a down-to-earth place. After all, it is difficult for high-end communities to allow brand promotion activities to enter. This will be discussed in detail when it comes to event props and raffle gifts.

Event Time

After 4:30 p.m. on Friday, Saturday and Sunday, the reason is that only at this time will there be more people in the community and it will be relatively concentrated, because some people are picking up their children from school, going out for a stroll, taking a walk, exercising, and going out for activities. At the same time, when setting dates, try to avoid adverse weather factors such as strong winds, rain, frost and snow, which will affect the development and effectiveness of the activities.

Target Group

There are thousands of people in a community, but you can't really expect everyone to care about your community activities. After all, not everyone will come out of their homes to participate in community activities, not to mention that most people are naturally indifferent to promotional activities. Even if you tell them there is a free draw, they will not be interested. This group of people is mainly young people.

Therefore, the core group in the community, and also the easiest group to win over (reach), is actually mothers . Like the elderly, they shoulder the responsibility of taking care of children. Whenever the sun sets, taking children out for a stroll has become the most common sight in the community. Moreover, they have relatively more free time and are willing to participate in community activities such as raffles. Coupled with the lively nature of the activities, children are naturally fond of joining in the fun and will bring their mothers to watch.

So in the community, your user group priority levels are as follows: moms>children>seniors>middle-aged people>young people.

Therefore, before doing community activities, you must know whether the products or services you are promoting are suitable for the community’s mothers, which is the so-called "market research". If the fit is high, then you can go ahead and do it.

Enter the community

Brands cannot enter the community just because they want to.

If you want to organize a promotional event in the community, you have to choose the community and then talk to the community director or property manager. It is almost impossible for you to enter for free. You have to bring a fruit basket or give a red envelope. If that doesn't work, you have to make more trips and have a good relationship with the community management personnel, as they are the prerequisite for organizing the event.

Of course, some communities have strict rules, and it may be difficult to get the other party to give in even if you talk your mouth off, so you have to try other methods. For example, mobilizing the social connections and resources of the company or leadership. For example, I was doing community activities in more than 50 communities at that time, through the cooperation between the company and the Party Building Service Center, and using the slogan of "Benefiting the People's Services in the Community", I included activities such as free blood pressure measurement for the elderly and popularization of cardiovascular knowledge, and used this to enter the community to carry out publicity activities.

Therefore, dealing with community managers is the most difficult and most critical part of the entire process.

Activity location

After you have settled on the community, you can conduct research within the community, especially staying until after five in the evening, to see which part of the community has the greatest location advantage, the heaviest flow of people, and whether it is convenient to set up an activity area. After deciding on a location, remember to inform the community management staff to avoid being rejected on the grounds that the location is not suitable when implementing the event on the day.

Activity warm-up

After getting in touch with the community management staff, you can ask the community leaders to help forward warm-up articles about the upcoming event in the community group three days before the event and the night before the event. At the same time, put up banners and posters at the community location to build momentum in advance.

Activity content

According to the actual situation of brand products, the following links can be arranged:

Community attention gifts: Just follow the official account to get a free three-purpose data cable (with LOGO). If you have children, you can also get an extra balloon (with LOGO) or a bamboo dragonfly or other small toys. Follow the official account to participate in the lucky draw.

Public welfare activities: free blood pressure measurement, free medical consultation, fire protection knowledge, cardiovascular knowledge promotion, etc.

Lottery: It is best to set a 100% winning rate, for example, setting the lucky prize to a paper draw, etc., to convey the atmosphere that as long as you participate, you can win a prize.

Community games: Organize children aged 5-14 to play games such as carrot squatting, marble pinching competition, Douyin dance teaching and other activities to stimulate the atmosphere on site.

Event props

Tents, lucky wheel, folding tables and chairs, roll-up banners, posters, banners, prizes, etc.

Event Prizes

The prizes for community activities can be divided into four or five levels. In addition to first, second and third prizes, there are also lucky prizes, participation prizes and other items.

First Prize: Blue and white porcelain tea set, exquisitely packaged tea gift box (within 200 yuan)

Second Prize: Power bank, notebook gift box customized set (with logo) (within 50 yuan)

Third Prize: Exquisite tea cup with LOGO, creative Bluetooth speaker (less than 30 yuan)

Lucky prize: laundry detergent, mosquito repellent lamp, tableware set, etc. (less than 20 yuan)

Participation prizes: tissue paper, scouring pad, air cleaner, mini doll, water-based pen, mobile phone ring, etc. (with LOGO). (Controlled within 3 yuan)

In fact, most gift purchases can be made in bulk on Alibaba. If you compare prices from different stores, the more you buy, the cheaper it will be, and you can also save on event costs. However, in the early stages, in order to verify the attractiveness of different gifts to community residents, you can purchase less and try and error.

At the same time, it is best to customize the prizes in the event if appropriate, and it is convenient to put a logo on them, so as to highlight the brand atmosphere, but don't force it, as it may easily cause psychological resistance among users.

Activity personnel and division of labor

Normal community activities require about 6-8 people. The activity process can be broken down into: On-site construction: All staff

Charity activities: 2 people

Community games: 1 host, 1 coordinator

Lucky draw: 1 host, 1 prize distributor, 1 person to maintain order on site

On-site new customer acquisition: 3 people introducing products or services

Several processes can be staggered so as not to occupy too many people. Flexible division of labor is still the main approach. For example, someone with a lively personality is suitable for hosting the event to liven up the atmosphere, while someone who is not good at speaking can just distribute the prizes.

Build a user WeChat group

While users are following the WeChat official account, staff should guide new users to join the user’s WeChat group. How to guide can be emphasized from the following two points: 1. In the future, if you have any questions during the use of products or services, you can communicate with us in the group, and the staff will help solve them as soon as possible; 2. Red envelopes will be distributed in the group from time to time.

Community Operation

After the fan community is built, it can enter the operation stage. The groups in each community will be operated in a refined manner by dedicated personnel, such as sharing parenting tips, community news, jokes, funny videos, etc., and implanting brand products or services into them to achieve long-term conversion in a good community atmosphere.

Activity review

After each event, the first thing to do is to do a good data analysis, such as how much it cost, how much attention it attracted, how many people have joined the fan group, etc., make a horizontal comparison and analyze the reasons. At the same time, everyone who participated in the event must summarize the event, and any on-site details that need improvement can be shared and optimized accordingly.

In general, I have planned about 50 community activities of various sizes in Shenzhen. For each event, some details can be controlled to control costs. At the same time, the on-site atmosphere is really a very important factor, which determines the real data of an event. It is not easy to make everyone happily listen to you endorse the product, but it is relatively simple to create goodwill and communicate well through raffles. How to balance promotion and communication is a difficult problem that operators need to grasp for a long time.

Another point is execution. In fact, 80% of a good plan is achieved through good execution. The actual cooperation and execution of the team are crucial. In fact, the actual operation time of the event is only 2-3 hours, which is still very tiring when there are a lot of people. Sometimes event staff will be confused when faced with various inquiries, and they may not be able to handle various emergencies perfectly.

Before the event, it is very important to train the participants in terms of speech skills. This is also a training process. For various questions that may arise, everyone can speak with one voice and know how to answer better.

Finally, I would like to say that accumulating private domain traffic offline is indeed a feasible way. Because the face-to-face atmosphere of the community is actually more conducive to accumulating word-of-mouth. Unlike the cold online environment where users can only learn about your products and services through posters and promotional copy, your products and services can be truly presented to users, which can make users more trusting. Moreover, in the joyful atmosphere of the community, it is hard not to leave a good impression on those who participate in the event or those who pass by as onlookers. Moreover, when the event is held, based on the nature of the "lottery", it is easy to form fission - everyone will call on their relatives and friends in the community to participate together.

Moreover, facts have proved that after holding so many offline community activities, judging from the feedback from the community, data such as user satisfaction, stickiness, repurchase rate, and recommendations to relatives and friends are very objective, which is very beneficial for "sales conversion".

Therefore, the community’s offline activities are really a perfect traffic pool with great potential.

Author: 404 Tenant

Source: PR Home