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

During the operation of an event, it is sometimes inevitable to provide users with some discounts. After all, users want to get something tangible through your event. For example, during the Double Eleven event every year, users want to buy high-quality and low-priced goods. Whether your event can meet the psychological needs of users and how to meet them are issues that event operators need to think about seriously. Among them, many will face a problem: how to distribute the coupons for your activities and how to distribute them to attract users' attention.

This article will share with you the five common forms of coupon distribution and the user thinking behind them.

1. Complete the task and receive the coupon

This type of coupon redemption method is relatively common, which means that users can receive certain discounts after completing specified actions. For example, there are often apps that allow you to sign in on the homepage, and if you complete a certain number of days of sign-in, you will be given coupons worth a certain amount of money. Another example is the Meituan sign-in and cash red envelope activity in the picture below. You need to sign in every day to receive a red envelope of a certain amount. This activity design is obviously to increase user retention and activity, so that users can open the Meituan APP every day.

2. Enter the redemption code to receive the discount

This type of red envelope distribution has gradually decreased in recent years, but it has always existed and is often used to deepen brand impression and guide traffic. For example, the password red envelopes on Taobao are distributed in the form of characters entered by users. The advantage of this is that you can choose passwords, brand words, and specific slogans used by users, which are all good ways of promotion.

The second scenario of entering the redemption code to receive the discount is traffic diversion. For example, a certain food e-commerce APP has 1 million fans on Douyin. Now it needs to convert these fans to the APP developed by itself. It can use the redemption code method, enter the redemption code on the APP to get certain discounts, and conduct traffic guidance migration.

3. Get coupons on H5 page

This type of coupon collection method is currently very common. Since the H5 page is convenient, quick and easy to share, it is loved by major event operators. For example, on the early page of Ele.me, you can get a coupon of a certain amount by entering your mobile phone number, which attracted a large number of users to collect them. For example, in the picture below, in the mini program of Shunfeng Express, you can enter your mobile phone number and receive a 3 yuan coupon after verification. As far as this method is concerned, it is currently very commonly used and the effect is very good.

4. Operators directly issue coupons

There are many forms of coupon distribution at present. The operator distributes the coupon directly to the user's account through the background. Generally, the user is reminded through text messages that there is a certain discount in your account and please use it as soon as possible. For example, Zhuge Jun often receives text message reminders from Luckin Coffee, saying that his account has coupons for certain discounts, which attract users to place orders. This method can be seen in fresh food categories such as MissFresh and Hema Fresh, as shown in the figure below.

5. User triggers, system issues

After the user triggers a certain designated event, the system will automatically issue a coupon of a certain amount to the user. Zhuge Jun found that this form of distribution is more commonly used on Meituan Takeout. As shown in the figure below, when I open the Meituan Takeout APP, I will see a red envelope of a certain amount. This is because the user triggered the APP startup page, and the system will automatically issue red envelope coupons. Similar examples include Ele.me's automatic compensation for timeouts, and Gaode Taxi coupon pop-ups.

The above are the 5 forms of coupon distribution that the editor shared with you during the event operation. In the specific event planning, it is necessary to consider the user scenario and choose to use it according to the actual situation.

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Author: Zhuge iO

Source: Zhuge iO Data Coach