What is the idea behind operating and promoting a successful event?

Recently a friend asked me on WeChat: Why is it that the longer I work, the higher my salary is? You are already what everyone calls an operations veteran, but you don’t feel any sense of accomplishment in your work. Instead, you feel like you are doing odd jobs all day long?

You have to do various data analysis, intelligence collection, and user demand collection, and then start preparing activity plans , do various coordination inside and outside the project, and even make your own promotional posters . As for the activity H5 , it is definitely your job. And why are those operations celebrities hired by the bosses at high salaries able to make decisions just by talking?

In fact, it’s not that simple. Ideas are worthless, the key is to be able to do it. Those who can guide your work just by talking are all operations experts at the trader level.

Many people are curious when they hear this, so how do operators at the operator level organize activities?

Well, today I will talk to you about what a successful operation idea is.

NO.1 Confirm the real purpose of the activity

618, Double Eleven, Double Twelve, winter and summer vacations, and various holidays, related activities have become more and more crazy. Online, various WeChat mini-programs and public accounts promote activity articles. Major e-commerce websites are bombarded with advertising posters through methods such as buying up advertising space, adding diamond through trains, and so on. Increase traffic, accumulate collections, and increase repeat purchases. Offline, major shopping malls, counters, direct stores, etc. are also promoting various activities at the same time. Discounts, promotions, coupons, and flash events. Having a lot of fun.

These are the activities we can see. Although the activities are diverse and complex, no matter what activities you do. Be sure to find the purpose of his activities.

There are four purposes for online operations: attracting new customers, retaining customers, promoting activation, and converting customers (revenue/brand communication).

E-commerce platforms are for revenue, and tool platforms are for attracting new customers and conversions. So, what is the purpose of our event? Only by determining the preset goals. Only then can planning, resource integration, preheating and execution be completed.

NO.2 Find your own super user

After determining the purpose of the activity, we need to find our own user group. For offline, your core group should be new customers. Similarly, new product development is also an important channel for online business. However, since online users are basically settled in the platform, it is more necessary to find one's own super users.

What is a superuser? Many people would say that super users are VIP users and seed users. But these are not super users. Anyone familiar with Taobao's membership system knows that the normal purchase of an 88 membership card costs 888 yuan/year, but a Taobao membership card with a Taobao value of 1,000 points or more only costs 88 yuan/year. The question is, what are the conditions for a naughty score of 1,000 or above? All I know is that my naughtiness value is 1515. I guess he bought things worth hundreds of thousands of dollars on Taobao. Now you know what a super user is.

Only those who can afford to spend 88 yuan to buy a Taobao membership card are super users. The spending power of a super user is 5-10 times that of an ordinary user. Every 1% increase in them brings in 10-15% more new customers. Promote sales growth by 20%-25%. So, our goal is to: lock down super users

NO.3 Create usage scenario needs for super users

Now that we know the huge impact that super users have on the platform, how do we find our own super users? They consume frequently and are usually heavy users. Strong spending power , not price sensitive, willing to spend money. willing

Willing to recommend products or brands to others, can provide more effective feedback and support product and service iteration. These four points are the typical characteristics of super users. The most classic case is the story of Lei Jun and 100 Mi fans. The reason why Xiaomi has grown into the Xiaomi empire today relies on 100 Mi fans. It relies on meeting the usage needs of Mi fans. Mi fans do not pursue high appearance of mobile phones, but extremely high cost performance. Xiaomi has achieved this by creating such a high cost-performance ratio. Only then did we achieve today’s success.

NO.4 Industries suitable for digging out super users

Now that you are here, you should be able to discover it. The so-called search for super users. It is more about cultivating users' usage habits, increasing their repurchase rate and platform usage frequency.

Then a new question arises: what kind of platform is suitable for this kind of gameplay?

Online platform companies have a large number of products and services that can meet users' needs in all aspects, so users have a high frequency of repurchase.

Offline comprehensive shopping supermarkets or stores, such as 7-11, Watsons, etc.

Retail brands with a wide range of products, such as MUJI and Xiaomi Home

Their products cover people of different ages, levels, and purposes, so there are many varieties, which creates opportunities for users to repurchase.

Products of food, catering, and fresh fruit retail brands are consumed quickly, even if the product variety is limited. But because of the high frequency of user demand, the frequency of repurchase is very high

Entertainment, fitness, health care and other service industry enterprises, such as KTV, cinema, flower shop, pet, beauty, foot bath, etc.

Knowledge learning companies, including skills and interest training, English training, extracurricular tutoring for small and medium-sized enterprises, etc.

NO.5 How to create a super user

There are two ways to acquire super users. One is to directly screen new users, and the other is to cultivate paying users to repurchase continuously . The more repurchases, the more likely they are to become corporate super users.

How to convert new users into super users?

1. Links

For online platforms, all users are generally website users, and some of them will be deposited on WeChat public accounts and Weibo platforms. Then, you will be separated from the platform forever, unless the platform promotes an event and you happen to see it at that time and are interested in checking it out, if not, forget it. No deeper contact is possible. Whether it is the WeChat official account or the website, they are all cold corporate platforms. It is impossible to make users feel humane care. So a series of online activities are needed. Allow users to join customer service WeChat account/community and other platforms. Only by entering the private traffic pool can you have the opportunity to continuously increase exposure and influence TA. Eventually lead to repurchase

Case Study

The most lucky player on the planet who participates in Double 12 can enter the lucky draw by checking in with the official account. You can draw once a day. If you check in continuously from the 1st to the 11th, you can also participate in the European Emperor Lucky Draw on the 12th. A customer service WeChat account can be set in the lucky draw event, and users can follow the customer service to learn more about the event details, guiding users from the public platform to the private domain traffic pool.

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2. Promote activity

When we achieve a deeper connection, users are retained in the customer service WeChat/community. However, if you don’t manage it well at this time, it will be easy for your business to be lost or taken away by competitors. All that remains is to maintain the customer service circle of friends and the community , and occasionally distribute some small benefits, platform promotions, etc. Continue to use activities to maintain user stickiness.

Case Study

-Initiate snap-shot activities that can be combined in various forms. Display the brand slogan completely. And upload it to the official account platform to win a customized full-year platform gift package.

-The platform offers creative red envelope giveaways and allows you to participate in dynamic red envelope screenshot activities. Just take a screenshot of the dynamic red envelope in the picture below once, and you will get as much discount as you capture. You can add customer service WeChat to receive red envelopes. The number of red envelopes is limited to 100 and it’s on a first-come, first-served basis.

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3. Layering

The so-called operation is to use data to make decisions and improve the conversion rate of super users. Therefore, users must be properly labeled. If you push information about couple products to single users, they will wish to delete you.

Moreover, frequent and unfiltered group push notifications will make users feel that this is an advertisement. Instead of solving my targeted needs, I need to use activities with different attributes according to the information tags of the users participating in the activities. Categorize customers

Of course, there are many other ways to play, such as:

Flash + password red envelope (the red envelope password can be found in the flash)

Test + scheduled lottery (different lottery draws based on different results)

Promotional H5+ voice red envelope (brand hot product exposure or time placement)

Promotion H5 + flash sale + group buying (traditional flash sale + group buying gameplay)

Prize-winning guessing game + red envelope (guess the transaction amount on Double 12, and get a red envelope if you answer correctly)

…

These are all done by strengthening the brand's conceptual awareness, allowing users to form an understanding of the brand's characteristics, creating certain usage scenarios, and ultimately cultivating users' usage habits.

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

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

6. Event operation: How to run a good event? Share 4 points!

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

8. Event operation, complete analysis of the gameplay of flash sales

9. Analyze Pinduoduo’s event operation system and coupon gameplay!

10. 5 techniques for event operation and promotion, and coupon distribution!

11. How to warm up for event operation and promotion?

12. Event operation and promotion, how to use H5 to create a hot-selling product?

Author: Renrenxiu

Source: Renrenxiu