Event promotion method: 4 steps to design an event to attract new customers using old customers!

Nowadays, it is becoming more and more expensive to acquire traffic in the Internet industry, and the cost of attracting new users is getting higher and higher. Everyone is reluctant to lose the users who have been acquired with great difficulty, and everyone wants to maximize the benefits from the existing users.

For example: a membership system established based on existing users. Alibaba's 88VIP, JD.com's PLUS membership, memberships of the three major video sites Tencent Video, Youku, and iQiyi, memberships of major music apps, Meituan memberships, and Ele.me memberships. In recent years, major Internet companies have been establishing their own membership systems in the hope of tapping the value of existing users again. Facts have also proved that the value contributed by VIP users to the platform is higher than that of ordinary users.

In addition, another value of existing users has also begun to be valued, which is to use existing users to drive the growth of new users. This article will share with you from the perspective of existing users: the four steps of designing activities to use existing users to bring in new users, and what issues need to be paid attention to during the activity design process.

Step 1: Identify existing users who are participating

When designing an activity to bring in new users from existing users, we must first determine which existing users to select and how to define the existing users we need. They can be roughly divided into two categories:

1. All existing users: This type of existing users is relatively clear. All existing users on the platform can participate in this activity, such as Luckin Coffee inviting new users to drink free coffee.

2. Existing users who meet certain indicators: For this type of existing users, we need to define the indicators we need when we carry out activities to bring in new customers. For example, a financial APP has an activity where you can get 100 yuan by inviting friends to apply for a credit card. The requirement for the inviter is that he has held the credit card for at least 3 years and the credit limit is more than 30,000 yuan. The activity is only valid for users who meet this condition.

When we design activities, we need to carefully consider the people and objects who will participate.

Step 2: Design of reward mechanism

After determining which existing users can participate in the old-to-new activities, we also need to think about how to design the distribution of benefits. After all, for now, benefit-driven user sharing is still the most direct and effective way. In the design of reward mechanisms, there are several common types:

1. Existing users can get the same reward by inviting new users

This type of reward design is relatively equal to new and old users, and is easier for them to accept psychologically. For example, Luckin Coffee invites new users to drink coffee, and new and old users each get one cup:

2. Existing users can invite new users and get different rewards

For example: Meituan’s sharing by old users and new users: old users get red packets of 10-20 yuan, and new users get a Meituan gift package worth 108 yuan.

Another example is Didi’s campaign of bringing old users in new ones: old users get 5 yuan in cash, and new users get first-order coupons.

When we consider the reward mechanism of our own platform, we also need to think about the value that the product can provide and determine it based on the characteristics of the product.

Step 3: Selecting the contact channels

After we have designed the existing users and event rewards for participating in the event, we need to consider the channels of contact, that is, how to let users know about the event. Common channels of contact include: banner position, function position, push, SMS notification, APP startup page, sharing page after placing an order, and new media promotion.

Comparison of invitation activity entrances of Luckin Coffee, Meituan, and Hema

When we make a selection, we need to consider the stage our product is currently in. For large Internet companies like Meituan and Didi, their market penetration is already very high, and their pages for bringing old customers in and bringing new customers in are often displayed in the functional position. But for some companies that are expanding rapidly, their choice of channels to reach users will be more prominent, and they often even push on all conceivable channels. After all, user growth is the primary goal of a growing company. When selecting channels to reach customers, we must also consider the development of the product and make reasonable choices.

Step 4: Select sharing channels

After selecting users, rewards, and channels, we also need to let users share these activities. The current sharing channels are mostly social channels, WeChat, QQ, Weibo, etc., among which WeChat is the most important sharing channel. Secondly, we can also consider some sharing channels such as invitation codes and QR codes. After all, WeChat is not tolerant of everyone's sharing. For example, as we all know, Taobao links cannot be shared directly in the WeChat ecosystem.

When choosing a sharing channel, you should also consider the user's usage scenarios and design it based on the user's usage habits.

The above is what I shared with you. The four most important aspects of designing activities to drive new users with existing users: participating existing users, reward mechanism, reach channels, and sharing channels. Once we have determined all of these, a complete activity can basically be executed. Of course, during the specific activity process, it is also necessary to analyze the activity data and optimize the activity process based on the invitation data analysis results.

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Author: Zhuge Jun

Source: Zhuge io Data Coach