How to plan an event promotion plan to achieve sales of 10,000 items?

Recently, the editor saw such a homework question.

How would you answer?

Title: Planning a Chinese language course sales event for primary schools. Hope to see an activity plan that is creative, interesting, and close to the essence of learning.

Condition Description:

1) Sales target: 10,000

2) Course theme: Choose one of the three themes: poetry, composition, and pinyin

3) There is no limit on the class time and number of classes; there is no limit on the price, which can be set according to the operation goals

4) Assuming that we already have high-quality course content that meets packaging expectations, you can make two requirements for the course:

I try to answer this question and give you a reference and reuse template.

1. Activity Preparation

What should we do after seeing the topic?

Want to come up with a plan right away? No, there are three questions we need to ask ourselves before we start planning an event.

Find the right direction - what type of activities do we do?

It’s different from our previous activities. We have to rack our brains to set an activity goal. This time we have a clear goal, which is to carry out a [course sales] activity that is [creative, interesting, and close to the essence of learning], and to achieve the goal of [selling 10,000 courses].

Many people immediately set their goals on being creative, interesting, and close to the essence of learning, and began to use their imaginative brains, looking forward to the wonderful ideas that will come after inspiration explodes.

I think before we start solving the problem, we need to clarify our direction, that is, what kind of activities do we want to do?

Generally speaking, activities can be divided into two categories.

One type is strong communication and strong interaction, which is planning-oriented . Its purpose is to guide users to participate in activities and increase their stickiness with the platform, that is, the activity itself is the main body. This type of activity is more creative and needs to be fun, interesting and creative so that everyone can enjoy the activity itself.

For example, the "Breeding Manual" that has recently been all over the circle of friends.

The other type is strong conversion, which is more operation-oriented . Its purpose is to achieve its own operational goals by guiding users to participate in activities, such as new additions and conversions. This type of activity is more logical and requires a detailed user conversion path to achieve its goal.

For example, the common new member acquisition activities in WeChat Moments

It is difficult to have your cake and eat it too. As a practitioner in the education industry, if we want to survive, we must find a way to get users to pay. The most important thing about this event is to ensure conversion. On the premise of ensuring conversion , we will try to make the event more creative.

Therefore, conversion effect is the first step, and creativity is the second step. The final sales target is 10,000 units (what a tough target) !

Aiming at the target - Who are the targets of our activities?

Two definitions need to be clarified here. Many articles have mentioned them, and I will simply repeat them here, namely, the difference between customers and users.

To put it in the simplest terms: customers buy products, and users use products.

Many times, the user and the customer are the same person. For example, when we go to a mall to buy clothes, we are the customer and the user. Sometimes the user and the client are not the same person. For example, in our office computers, the client is the company administrator and the user is us.

What we are about to sell is primary school Chinese courses, which means our users must be primary school students. But who are our customers?

(ps: There is no specific data support here, it is all based on guesswork, everyone can only refer to the ideas)

According to the situation in our remote mountain area, most of our customers are parents. Even if children are allowed to play with mobile phones, they do not have the power to make decisions. At most, they have the right to make suggestions. So we assume that our customers are parents.

The object of the activity is very important! The approaches for parents and students will be completely different.

Gear Up - What kind of courses do we sell?

We already know that we want to run a conversion-oriented campaign, what should we do next?

In fact, the background given to us by the topic is too limited, and the solutions we come up with in this situation can only be fancy moves. Just like in actual applications, the leader may throw a KPI at us at any time, so should we start working on it immediately?

No, we can't just start working now! We need to have a thorough understanding of the situation we are facing.

for example,

• For primary school Chinese courses, how difficult is it to achieve the sales target of 10,000?
• What are the differences between poetry, composition and pinyin for users?
• Among the various prices and course types on this platform, which one is more acceptable?
• Why do you need to know this?

If any course on the platform used to sell over 100,000 copies in minutes, then the goal of 10,000 copies would be too easy. However, if the sales of a course in the past were only 2,000 copies, then the sales would have to increase fivefold. If you agreed immediately, and your leader cut your year-end bonus in half because you didn't achieve the target, wouldn't you feel unfair?

For example, let's make a course profile like this:

(This table is something I made temporarily and is not perfect.) You can create your own course archive according to the needs of your respective platform and courses.

Let us assume that, after investigation, we found that the course with the highest sales volume on the platform in the past was a math-based drainage course, priced at 1 yuan, with sales of 3,000 copies (the rest are not discussed for now), and the most popular Chinese-based drainage course was the Pinyin course, but a new Pinyin course was launched last month. The second most popular course was the composition course, which was updated half a year ago and had sales of 2,000 copies in half a year.

Now it seems that we can only focus on selling 1 yuan traffic-generating courses, and we haven’t offered any new composition courses in half a year.

[Since the focus of this article is on activities, the setting of the lead-in course will not be elaborated in detail]

Many people think this is nonsense, and that the lower the price, the easier it will sell. However, I still think that this thinking process is essential. Otherwise, if the goal is to achieve sales of 10,000 yuan one day, many people may not know what type of courses to sell.

2. Strategy first - what kind of strategy should be used to achieve the goal?

We already know that we are going to sell the composition-generating course for 1 yuan. The course price is 1 yuan and the number of courses is 4.

It has already involved specific strategies, so let's take a look at

What kind of activities can we do to increase the sales volume of the new version to 10,000 copies on a platform with a maximum sales volume of 2,000?

(We will not explain the specific activity plan here, but just explore the feasibility direction.)

Promotion?

Common conversion-oriented activities in course sales include limited-time sales and flash sales, which are mainly intended to provide users with motivation to take action in the final payment stage.

Based on previous data analysis, it is impossible for us to achieve sales of 10,000 using limited-time sales, flash sales and other activities that rely on existing platform traffic.

Group buying activity?

If the existing traffic cannot achieve this, then you need to consider how to use the existing traffic to bring in more sales, such as reference forms such as group buying.

But can group buying activities meet our needs? Taking the common group purchase of three people as an example, according to the original best sales situation, there are 2,000 people participating in the group purchase. Even if we do not consider the situation of virtual group formation, assuming that 100% of the groups are formed, the final sales volume can only be 6,000 copies.

Fission activities?

2,000 to 10,000 people need each person to bring in 5 people’s traffic on average, so we must use fission activities.

Now that we have located the fission activity, let’s first look at our ideal conversion logic.

That is, use the original 2,000 potential customers as the initial seed users, each of them brings 3 customers, and each new customer brings 3 users, and the cycle continues.

Assuming the success rate of each link is 50%, the proportion of 2,000 people who successfully invite 3 people is 50%, which means that 2,000 people can eventually invite 3,000 people. The probability of the new 3,000 people continuing to invite is also 50%, that is, 1,500 people will make the next invitation, and the success rate is 50%, that is, 2,250 people can be invited, and so on, as shown in the following figure:

According to logical reasoning, we can achieve our established goal of 1W by using the idea of ​​fission.

[PS: Don’t ask why the success rate is 50%, I made it up. In specific practice, you need to make rigorous inferences based on previous data]

At this point, we already have the path to our goal:

Step 1: Let 2,000 people from the original platform traffic participate in our fission activities; [can be understood as participation]

Step 2: Ensure that the success rate of inviting 3 people among the number of people participating in the fission activity reaches 50%; [can be understood as dissemination]

3. The solution is out – try it first

By now, we already know that we want to do a conversion-oriented course sales event. The course we sell is a 1-yuan lead-in course, and the sales target is 10,000 copies. In order to achieve this goal, we will adopt a fission activity form. To ensure the effectiveness of the activity, we need 2,000 people to participate, and the conversion rate of each link can reach 50%.

Then we need to come up with a specific activity plan.

Hurry up and come up with a plan! – Event Introduction

We need to design a fission activity that is close to the essence of learning and that mothers are happy to participate in.

Introduction to the activity “Who is a Good Mother”:

• Course content: 120 minutes to master the writing method of proposition composition
• Course schedule: 1 yuan for 4 classes, 30 minutes each
• Activity Introduction:

Main activity line:

Unlock the first lesson for 1 yuan, unlock the next lesson for each person you invite, and unlock all courses for free after inviting 3 people/directly pay the remaining 99 yuan to unlock all courses

Activities branch:

1. If you invite less than 3 people, some courses can be unlocked and the remaining courses can be purchased at 33 yuan per class.

2. After completing the study, you need to submit a composition on the theme of "My Mother". Upon submission, you will receive a copy of "Elementary School Writing Collection" worth RMB 199.

3. All uploaded "My Mom" ​​themes can be made visible to others. Users can see other children's "My Mom" ​​drawings in the activity section.

4. After completing the course and submitting the assignment, students will receive the honorary certificate of "The Best Writing Student"

Activity time: (You can choose any time, but it would be better if you can find a time that takes advantage of the situation)

The course is valid for 1 year after being unlocked, but this event lasts for 7 days, and registration is available from July 1st to 18th. The deadline for submitting assignments after registration is July 30th.

Ah, I realized that after talking so much, the final activity plan is just this little bit.

Hurry up and come up with a plan! – Activity analysis

Reviewing the directory again, in our solution, we need to solve two problems, one is to attract platform users to participate, and the other is to drive participating users to invite users.

The first step is to solve the problem of how to get mothers to participate, and get 2,000 people from the original platform traffic to participate in our fission activities;

Here, Xiaodao conceived such a theme: " Who is a good mother? "

Theme Description:

From the demand perspective: Primary school students’ writing is mainly based on propositional writing, and the most common one that comes to mind is "My Mother". There is a more urgent need for propositional essays.

From an emotional perspective: We all know that a child is "someone else's child", and the mother is actually very nervous. Am I a qualified mother in the child's heart?

Therefore, using "Who is a good mother" as a gimmick and conducting essay writing to tell the story not only meets the learning needs of our users, but also gives our customers an emotional motivation.

The second step is to figure out how to get the mother willing to invite three people to buy the course and start the fission.

Here, in the design of the above activities, the following three principles are adhered to.

First, reduce the user's participation cost.

For example, users can participate by using the common 1 yuan, which reduces the decision-making cost of users.

Secondly, effective "inducement" allows users to benefit.

On the one hand, we can first increase the book value of the course and then reduce the payment price through invitations. For example, the normal price of a course is 100 yuan, but now you only need to pay 1 yuan + invite 3 people to get it for free, which means you can save 33 yuan for each person you invite.

On the other hand, you can use the ultimate value temptation, that is, if you complete this action, you can get additional benefits in addition to the course. For example, after completing the study, you need to submit an essay on the theme of "My Mother". After submitting it, you will receive a copy of "Elementary School Writing Encyclopedia" worth 199 yuan.

Finally, instant feedback improves success rate

From the process point of view, because you have to invite 3 people to be successful, it will involve the situation that many people may not be invited at once. At this time, you can adopt the form of unlocking 1 course for each person you invite, that is, even if you cannot invite 3 people in the end, you will not fail.

Judging from the results, it is necessary to give users feedback after learning. Therefore, after completing the course and submitting the homework, students will receive the honorary certificate of "The Best Writing Kid".

Hurry up and come up with a plan! - Activity communication, adjustment, launch, publicity, monitoring, and review

After determining the theme and format of the event, what happens next is actually beyond the scope of this interview question, so I will briefly mention the event communication and monitoring review part.

Activity communication and adjustment online: leadership, products, channels, etc.

First , we need to report to the leader the upcoming activities and the required budget;

Secondly , we need to communicate with the product team whether our solution is feasible and how long it will take to go online.

Finally , we need to determine the publicity resources. We need to consider our goals and have an idea of ​​the resources we need so that we can strive for them. Conversely, if we want to get enough resources, we must have sufficient reasons. But in order not to appear perfunctory, I made a table for reference only.

By communicating with different people, you can adjust your activity plan at any time according to the actual situation, but one point needs to be noted here, that is, there should be bottom line expectations before communication.

For example, when coordinating resources, you need to have an inner expectation of what might happen and a bottom line for the extent of resource cuts. Generally speaking, you can start by applying for a quantity above your expectations, and then make concessions to achieve your psychological expectations.

Activity monitoring review

The main purpose of activity monitoring and review is to see whether the activity is successful and whether there is any experience that can be reused/improved next time.

Therefore, we can focus on monitoring some key points. Taking the above activity as an example, the two most important points are whether 2,000 people have participated in the platform and whether the success rate of the event invitation has reached 50%. Based on these two points, we can also use monitoring to examine whether our activity settings are reasonable.

For example, is it appropriate to ask users to invite 3 people? Can we try to ask him to invite 5 people to try it next time? Is 4 lessons appropriate? Is the user completion rate high? Do users submit a large number of jobs?

IV. My Thoughts

To sum up, when we conceive effect-based activities, we can divide our thinking into two modules, namely the preparation stage and the conception stage, and we can consider the following issues.

Preparation stage:

1. What goals do we want to achieve? Is it to sell goods or to attract new customers? How much goods are sold and how many people are attracted?
2. Find the right type of activity based on your goals. For performance-based activities, if price reduction can really solve the urgent problem, it does not mean that the activity is not high-end.
3. Analyze our target users. On the one hand, we need to see whether the type of activity we are pursuing is suitable for our business. On the other hand, we need to maximize the effect of the activity based on user characteristics.
4. Determine the activity strategy, that is, the path to achieve the goal, how to achieve our goals through the type of activities that suits us.
5. Break down the activity goals and further break down the activity goals based on our activity strategy and overall activity goals.

Conception stage:

1. What kind of theme is more attractive to the target users of our event?
2. How do we formulate our activity plan based on our goals, activity types, activity strategies, and activity themes?
3. Based on the main gameplay of the activity, optimize the side quest plan according to our dismantling goals.

Focus on data monitoring and review:

At the beginning, I thought about it for a long time but still didn’t know what the standard or excellent answer to this question was.

Is the plan based on this idea effective? I am skeptical, so the entire article does not actually spend much time answering the homework questions, but I believe that with continuous exploration, there will always be better solutions.

Therefore, we must remember to summarize and review each activity, so that we can transform other people's methodology into our practical experience.

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!

4. How to make a good online event promotion plan?

5. The event promotion planning process is not clear? Come in quickly!

6. Event promotion plan | Key points about event design and traffic considerations!