During event operations, what do users generally think?

Friends around me often ask me how to organize activities. However, since everyone is in different companies, platforms, teams, starting points, and goals, the strategies for organizing activities in the initial stage may be completely different even though the products may seem the same.

For the same new product launch, although the ultimate goal is to facilitate transactions, the activity strategies for old customers and new customers may be completely different:

But for new customers, perhaps the most important step is to close the deal as quickly as possible and let the new customers truly experience the awesome product. For example, you may see free tasting promotions of new brands in supermarkets, which is to allow customers to experience their uniqueness as quickly as possible.

For old customers, perhaps the most important step is to let them know about the launch of new products. As for promotions, avoid them if possible. You should note that many brands do not allow old customers to participate in new product promotions.

Behind the operation of events is actually the operation of people; if you do not pay attention to the changes in people's status, then the operation of events will have no value.

Simply put, a person's status in an activity can be divided into the following four categories:

1. Users don't bother to pay attention to you
2. Users are willing to listen to you, but may not believe you
3. Although users believe it, they are not willing to convert
4. Users are willing to convert, but are slow to act

These four states can be transformed in sequence or directly transformed into the final result we want in one step.

For example, the following figure:

Well, if we know these four states, our next work will be easier.

1. Users are too lazy to pay attention to you

This is a problem often encountered in the marketing and operation activities of new brands and new products. So people often say: If the other party only gives me a chance, I will be able to convince him; but the key to the problem is that the other party doesn't even give you a chance to sit down and talk.

To solve this problem, the most important thing is to try every possible means to "trick" users into coming first.

"Cheating" users is a last resort.

In the early stages of the market, when the brand is not well-known, "clickbait headlines", "shocking style", "verbal attacks" and "celebrity nude photos and scandals" are actually continuations of this idea.

So, if you summarize it briefly, activities often have the following phenomenon:

1. Eyeball Strategy

Clickbait/Shocking style : This is almost the most misleading trick. Although it is always criticized, it is indeed effective in attracting attention. You can often see some weird product header images in Taobao search results.

(Of course, the new advertising law has changed this situation)

The real purpose : Your real purpose is A, but you say that customer A will not come, so you can only fool users that it is B. For example, the hot models at the auto show.

Make a big deal : It is actually the so-called event marketing. In fact, it is not only those things on the Internet. Celebrities are always involved in scandals, which is itself a kind of event marketing.

2. Taking Advantage Strategy

Free gifts/experiences : When a new store opens, you will get a pound of eggs as long as you line up. This is a trick that has been used to death in almost all traditional industries, but it works every time when it comes to making up the numbers.

Lottery : Yes, I know most people don’t believe this now! But if you are sure that the lottery process is designed perfectly, will you still not believe it?

PS: New salespeople in the company always say: Alas, I prepared my speech script and PPT, but the customer just kicked me out without giving me a chance to speak - in fact, this is a classic case of "I'm too lazy to pay attention to you"; new salespeople, is there any way to break the deadlock?

2. Users listen to you with skepticism

If you have ever been involved in event management, you will find that there are often customers who play the role of "nitpicker". They also watch your event carefully, but always try to find some fault with you and then take the opportunity to cause trouble for you.

Therefore, if you want to run an event, even if users are willing to listen to you, it is difficult to make them believe you; and belief is a key link in conversion.

If the user is willing to sit down and listen to you, but you can't come up with any practical advice to solve the problem, that would be a very embarrassing scene.

So, what if we make customers believe it?

The commonly used routines are as follows:

• User Testimony : Yes, that’s right, that’s what customer cases are used for. This includes offline queues, fake reviews from e-commerce platforms, and user sharing on Xiaohongshu, all of which actually play this role.
• Endorsement by a big name : If there is a photo with a celebrity, that would be even better. If the celebrity is willing to repost it on his or her Weibo, that would be even more powerful! The fortune teller silently took out the photo of himself telling the fortune for the county magistrate...
• Qualification certification : Similar to industry certification, award certificates, and patent certificates, they can effectively dispel users' doubts.

In fact, the second one is a hurdle that many operators have never been able to cross.

Although it seems that we can meet all the conditions in the to-do list listed here, most of the time, considering the company's budget and objective development situation, you may only be able to do one or two of them. Within the limited budget, which factor can impress your customers more? This requires you to think carefully!

3. Although users believe, they are not willing to convert

What makes many operators feel strange is that after your free strategy attracts customers and the product features convince them, users still do not convert.

The main reason why users haven’t converted is that, purely from an economic point of view, this thing may not be cost-effective.

If users have no pain points, then if you want them to make changes immediately, you must let them benefit - because making changes itself means paying a cost.

From a purely economic perspective, hard work pays off, and this is a healthy development path.

There are usually 2 types of products in this world:

1. Unique products

Users' own conversion costs can be offset by gains such as efficiency through the revenue from unique products.

If your product is a wireless router, then in the competition with wired routers, you only need to emphasize that there is no wiring to be invincible - the user's conversion cost is gained by the profit of the device being able to do business mobile.

2. Homogeneous products

Everyone’s products are actually similar, and there is no obvious better or worse. The most direct economic calculation at this time is which one is cheaper.

When wired routers are eliminated from the market and all your competitors become wireless routers, your marketing strategy must change immediately.

For example, everyone has been using Alipay to pay credit card bills and it is very convenient. If you want users to use your APP to pay credit card bills, you must find a way to come up with a fee-free routine. This is the reason for the recent popular advertisements.

If you are the operator of OFO and you want to snatch customers from Mobike, when the bicycle products are similar, your fastest way is to engage in a price war.

(Among the ten characteristics, only price is binary, either high or low, so price war is the most efficient strategy, but if you don’t play it well, you will definitely fail)

The reason why users are unwilling to convert is usually because it is not cost-effective (ROI is not proportional). Yes, this is the only truth.

4. Users are willing to convert, but are slow to act

One of my clients is working on an overseas travel project. When he was doing offline activities himself, he found that the conversion efficiency was good and users could basically reach a basic intention. But when it came to signing the contract and paying, he found that customers seemed to be collectively suffering from procrastination.

How to solve this problem?

He and his team don't seem to have any good ideas.

This is almost the most typical problem in all business activities, and it is actually not difficult to solve this problem. The reason why users have symptoms of procrastination is that they don’t know how many pitfalls they will have to fill once they make the decision. In the spirit of “less trouble is worse than more trouble”, after thinking about it, they decide to give up and deal with it later when they have time.

In most of the surveys I have seen where users are willing to convert but are slow to act, I found that the main reason why users do not convert is that the conversion process does not satisfy the user's desire for control.

So, I suggested that they make something that satisfies users' desire for control.

That’s right, you know it as soon as you mention it, it’s the progress bar. Simply put, when doing street stall activities in the future, make a separate roll-up banner to mainly explain the following issues:

1. What steps do users need to take to complete your task?
2. What conditions need to be met at each step?
3. What is the cost to complete these conditions?

When users have full control over all of this, you will find that their procrastination symptoms have been effectively solved.

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Author: Damai Operation View

Source: Damai Operation View