How to plan a promotional event to increase followers?

For new media operations, event planning ability is a critical skill. A high-quality event and a low-quality event are the difference between high-level operations and low-level operations.

Event planning is either for traffic or for conversion.

Before planning an event, you must first clarify the purpose of your event;

There are only five purposes for doing activities:

① “Attract new customers”: increase visitors, fans, and users.

② “Promote activity”: daily activity, monthly activity, and daily activity of a certain function.

③ “Brand”: includes WeChat Index, Baidu Index, Weibo Index, topic reading volume, and media dissemination volume.

④ “Conversion”: number of paying customers, number of new paying customers, total sales, total number of paid orders, and average order value per customer.

⑤ “Retention”: next-day retention, 3-day retention, 7-day retention, 30-day retention.

Once you’ve determined your purpose, the next step is to set reasonable expectations for the event.

1. What are your competitive product indicators?

This is a pitfall that many novice event planners often fall into. One of the reasons is that they don’t understand the market and blindly set unrealistic expectations for their events.

2. What are the past activity indicators?

In addition to understanding competitors, you can also understand past activity data. With the same product and the same resource configuration, you can set the indicator to be 10% to 20% higher than past activities.

Judgments based on past activity data are generally more accurate.

In short, the activity purpose module in planning is composed of multi-dimensional and quantifiable activity indicator processes. The more detailed the purpose is broken down, the better, so that subsequent review will clearly show where optimization can be done.

After determining the purpose, you also need to know the market demand, and secondly think about what value this activity will bring to you.

Then you have to think about the background of the activity first:

“Why do we need to do activities?”

“What value does this event bring to the product?”

Generally speaking, activities are mainly based on four dimensions to find out “why do activities”

① Product data:

Includes downloads, daily active users, monthly active users, and retention rate. If you are operating an e-commerce product, you also need sales, order volume, conversion rate, average order value, and repeat purchases;

When you find that the above product data has dropped significantly, or want to focus on improving a certain data indicator of the product. Why not do an activity to promote it?

(Most of the activity backgrounds come from this)

It should be noted that each piece of data is closely linked to each other. Before determining the event plan, the relationship between the data should be considered from a global perspective.

For example, if I want to increase sales, then you cannot do without optimizing and improving data such as traffic, conversion rate, average order value, and repeat purchases.

② Market hot spots:

If your public account pictures and texts have a normal opening rate of only 30%,

Then based on network hotspots, it is very easy to achieve an opening rate of 80%.

Even higher, it can create popular articles. This is the value of market hotspots in public account operations.

There are two types of hot spots.

One is predictable, such as the Spring Festival, Valentine's Day, and other holidays.

One type is unpredictable, such as the Chinese men's football team entering the World Cup and other such emergencies.

The former is what event planners need to pay attention to and utilize, while the latter depends on one's own flexibility.

But normally, event planners; most use predictability to plan events.

③ Competitive product dynamics:

Through in-depth observation and analysis of competitor activities, we can qualitatively identify effective types of activities.

If you can provide quantitative data on the effectiveness of competitor activities, I believe the background description you write based on the competitor activities will be more convincing.

Use competitor dynamics to make activity decisions, because it fits the decision-making habits of most leaders : "Are there similar successful cases in the market?"

④ Target group:

Sometimes we organize activities just to meet the needs of users and thereby improve their behavior data on the product.

Earlier, when a large number of users make very strong petitions or a certain trend appears in the data, we can use activities to verify the needs of this group of people.

The reason behind this is that the activity of a certain group of people on the product has great commercial value for the product and has a driving effect on the core data, so it is worth it for us to plan separate activities for them.

Clarify the event background: plan events based on predictable hot spots and target groups

The above ones have been determined, and the theme of the activity needs to be clarified.

Whether an event is good enough and whether there are enough participants depends largely on whether the event is attractive.

Criteria for judging an attractive event theme:

Attractive activity themes usually attract the attention of target users within 5 seconds.

At the same time, we can also clearly tell them what kind of event this is and quickly get them to participate in the event.

The activity theme is equally attractive, with four main points to consider.

① User portrait:

Who is the target audience for your product?

Who is the target audience for this activity?

The population information is segmented based on user age, gender, occupation, city, income, family situation, interests and hobbies, education level and other dimensions.

② Product buying points:

Each product service should have a corresponding target user usage story

What does the user want, why does he want it, what problems does he encounter during the process, and what help does our service provide him.

The selling point is the most differentiated or eye-catching one among your many services. It can be the priority element of your event theme.

③ Market heat:

Riding on the popularity and celebrities is the simplest and crudest way to increase the attention of an event.

When planning an event, please be sure to think about what hot spots are happening at the same time that you can take advantage of.

Or which celebrities can be quoted in the topic, or which popular alternative services can be used for comparison.

④ User pain points:

All excellent ideas and copywriting are not groundless. Only by deeply understanding the pain points of users can we truly come up with solutions to their problems.

Only topics that resonate with users can motivate users to read, purchase, spread and collect.

When thinking about the theme of an event, if you can approach it from any of the above four points, you will basically have passed.

How long should an activity last?

The activity time here refers to the activity cycle. The longer the activity cycle, the better. Of course, the premise is that you have enough materials to support it.

① E-commerce activities:

The time period is generally around 10 to 15 days, and longer ones like Double 11 will be up to 30 days, with 1 to 2 new activity pages online every day.

② Tool products:

The activity cycle used to improve product retention may be a quarter or even longer.

③ Community Products:

If it is just a topic-based activity, it will take about 1 to 3 days.

④ Content dissemination:

The activity cycle is generally around 15 days or 7 days.

After determining the activity time, we also need to choose the activity format.

Conversion end:

●Red envelopes, including full-reduction red envelopes, no-threshold coupons, cashback coupons, cash red envelopes, etc.

●Discount coupons with upper limits and category restrictions, etc.

●Newbie privileges, reservation coupons, etc.

●Exchange vouchers, course exchange vouchers, exchange vouchers for

●Virtual services, membership, points, data packages, etc.

●Physical objects: In addition to hard currency items such as Apple products and Chanel bags, anything that users need most in a certain scenario can be produced, such as roses on Valentine’s Day.

Traffic side:

● Group purchase, but when you complete the group purchase with N people, you can enjoy preferential discounts on the products. Reference Pinduoduo

● Bargaining: users can share the event page to social groups and friends. When their friends register on the platform, the bargaining for the first deposit is completed. Or refer to Pinduoduo

● Flash sales are a standard feature of e-commerce promotions to increase user activity. Set up a rush sale of super low-priced goods at a different point in the world every day.

● Lucky draw: users who complete a certain action can participate in the lucky draw. Each additional person you pull increases your chances of winning

● Full gift: when a user’s behavior data meets a certain value, he or she can receive a corresponding reward, which can be a physical object or a virtual points reward.

● Similar to e-commerce, it works in a similar way to the full-gift policy. For example, if you buy a mobile phone, I will also give you a power bank, earphones, tempered glass, etc. There are a lot of these things on Taobao.

The above are not all the activities, different products have their own unique forms.

And the strategy of using activities is particular.

There are 4 characteristics and 3 principles to follow when determining the form of an activity.

Four characteristics of the activity:

1. There is a threshold

People often don’t care about things that are too easy to get.

In order to get the opportunity to participate in the interaction, users need to complete specified behaviors.

For example, registering, interacting, forwarding, being pretty, liking, purchasing, posting orders, asking friends for help, etc.

2. There is a probability

Uncertainty can make users participate in activities with suspense and anticipation.

This kind of stimulating and competitive atmosphere is more likely to motivate users to participate than deterministic rewards.

For example, lottery, flash sales, 1 yuan treasure hunt, shake, Monopoly, and slot machines.

3. Have feedback

No matter what the result of the interaction is, no matter what stage the user is in, it is true that all users participating in the interaction should be given result feedback.

4. Interesting

This is a common plus point for interaction. The more fun your interactive scene is, the more willing users will be to spend more time in the activity.

Three principles of the activity:

1. Choose the form of activity according to the purpose of operation

If you want to increase the average order value, then the activities that should be given priority are discount coupons and discount vouchers.

If you want to increase product traffic, you should give priority to cash bonuses and physical prizes that have a wide audience.

If you want to increase conversions, use forms related to newbie perks.

2. Choose the activity form according to the user life cycle

For new users, a very important task for our operations is to help them get through the beginner stage quickly.

For mature users, a very important operational indicator is the user ARPU value.

Therefore, when planning an event, we need to set up different formats for different user stages to improve the growth effect of indicators.

3. Refine your event format rules

If your activity is in a non-physical form,

Then you also need to explain the rules for using the activity from nine aspects, including user scope, category scope, regional scope, channel scope, time scope, payment scope, exclusion scope, effective scope, and coupon name in your planning.

example

Based on the above knowledge, we can basically determine an activity:

Activity Background:

As the motherland becomes stronger, the patriotic qualities of the people are gradually improving.

This event is prepared based on the patriotic sentiment of National Day (hot spot) and will give away patriotic gifts. (User pain points)

Purpose:

New users/Active

Activity theme:

"The most sentimental National Day patriotic gift giveaway, 100% winning rate"

Event time:

7-15 days

Activity form:

First prize XXXX, second prize XXX, third prize XXXX, consolation prize 100% winning rate means that anyone who participates in the lottery can receive two small national flags and a copy of the core socialist values.

Invite 2 people to draw once, and if you want to draw again, just invite 1 person.

Once you have determined the purpose, theme, time, format, and gifts of the event,

What remains is the choice of promotion channels for the event;

Related reading:

1. How to make a good APP online activity promotion plan?

2. Online event promotion: Grasp these 5 points to increase user engagement

3. Online event promotion, 100,000 users in seven days!

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8.2019 Complete plan for online event promotion!