Event operation: Review of the 0-cost poster fission event!

Here I would like to share with you a review of a poster fission activity I did at the end of 2018.

Poster fission is a growth fission method with good universality and effectiveness. I have done many screen-sweeping cases in recent years. The more famous ones include the New World Marketing Course and Tencent Charity’s Children’s Gallery.

Also because the effect of poster fission is relatively good, most people have begun to study and use the form of poster fission, and it has gradually evolved into a third-party tool platform, enabling more companies with no or limited R&D capabilities to carry out some poster fission activities.

Fission poster example

As a new media person who has been in the industry for 4 years, I have also done some research on poster fission. Here I will share with you a review of a poster fission activity I did at the end of last year.

1. Activities and data

1. Activity purpose: attract new public accounts and members

2. Event time: 2018.12.28 17:00-22:00 (originally planned for 3 days). The actual duration was about 5 hours. The event ended early because we were afraid that the account would be blocked if the number of fans increased too much, and on the other hand, we were worried that too many people would complete the task and too few prizes would attract too many complaints.

3. Activity channels: We used a subscription account with about 10,000 followers. The average update frequency of this subscription account is weekly. This activity was not planned to be a big one, so it was not launched on other channels.

4. Event Prizes:

(1) 1,000 5-day membership trial cards, your own trial cards;

(2) 10 movie tickets for Spider-Man: Into the Spider-Verse, sponsored by a partner.

5. The poster fission tool used in the event: Mission Bao developed by Media Idea, a 7-day trial membership. Including the prizes, it can be considered as “0 cost”;

6. Activity task setting: To get a 5-day membership trial card, you need to invite 2 people; to get a "Spider-Man: Into the Spider-Verse" movie ticket, you need to invite 30 people, and first come first served; all invited friends must not have followed the official account before and have not unfollowed during the event, otherwise the invitation will be invalid.

7. Activity data results:

(1) The number of readers of the subscription account tweets for this activity was 173, and 2 liked it (now called "reading");

(2) The number of participants was 6,878, the number of new members attracted was 6,823, and the number of people who actually completed the task was 391;

(3) The fission level of the entire activity reached 17 levels, with the largest number of people at levels 10 and 11. According to the data chart, key users were triggered at level 6, thus reaching more target groups;

(4) As of 6:00 p.m. on January 8, 2019, 11 days and 2 posts later, there were still more than 5,600 new fans left from this event, with a retention rate of over 82%;

We want to gain experience from each event review so that we can make targeted optimizations and improvements during the event or the next one. The following is what I gained from this poster fission event.

2. 6 Elements of Poster Design

Many people have analyzed and summarized the poster fission activity model, especially the summary of poster elements, which is already very in-depth and complete. Here we simply apply each key point for disassembly and analysis.

The event poster is as follows:

Below we disassemble the 6 elements in detail according to the poster:

(1) Scarcity: The poster does not contain any information about scarcity, the prizes are not very rich, and there is no indication of limited redemption;

(2) Urgency: The entire poster does not contain any information about time urgency;

(3) Valuable: Judging from the movie theater schedule during the event, the ticket price is around 40 yuan (in first- and second-tier cities), and a 5-day membership trial card allows you to watch the entire Spider-Man series, which is still quite valuable;

(4) High returns: The returns are only acceptable, not high. Inviting 2 people to become a member is a relatively simple step; inviting 30 people to get movie tickets is a step that many people will consider in their minds whether it is worth it. After all, relatively speaking, the returns are not that great.

(5) Trust endorsement: The movie Spider-Man: Into the Spider-Verse itself has a good reputation, and the Spider-Man IP itself is also an endorsement. In addition, our membership can be regarded as a kind of trust endorsement for people in the industry, but the brand influence is not that great;

(6) Highlight the key points: We have done a good job on this point. For detailed explanation, we will break it down into several parts:

A. We first restore the scene in which users see the poster. When users see the poster in Moments or WeChat groups, the poster is in a reduced state. What we can see are "free gift", "Spider-Man" and "movie tickets", which not only highlight the key points but also express them clearly .

B. When users are interested, they will click to enlarge the poster. At this time, it should be noted that people's visual habits are from top to bottom and from left to right, so important content should be arranged in the upper and left positions as much as possible.

C. If there are too many key points, there will be no key point. The poster itself has limited carrying capacity. The core benefits for fans must be concise and prominent . Some posters list many points and the font is very small. In fact, many people are not in the mood to read them too carefully. People are lazy and like to think without thinking.

D. Repeated emphasis is also a good way to highlight the effect. For example, the guidance for scanning the QR code, in addition to giving people a sense of motivation when seeing the poster, it is best to emphasize the core benefits again so that people can scan the code without thinking.

In fact, I prefer to call the element of "hitting the key points" the first visual element. This is because users are lazy and don't want to use their brains. Therefore, it is very important what information can be retained in the user's consciousness at the first sight or in just a few seconds of seeing the poster. Therefore, we must highlight the most important part.

In summary, judging from the poster design alone, only 5 and 6 of the 6 elements are done well, 3 and 4 are just barely good, and 1 and 2 are not there at all. There are still many areas in the poster design that can be improved, so theoretically speaking, this event should not be able to attract so many fans. So what exactly was done to bring about the effect of 6,800+ fans in 5 hours?

Obviously, poster design is not a simple list of 6 elements, but it needs other things to connect the 6 elements together. We call these things that connect the 6 elements the underlying elements of poster fission, which are actually the elements that should be grasped in all activities.

3. Three underlying elements of poster fission

(1) Go to the hot spots, and go to the right ones

What is a hot spot? It's the fans' attention! This is the traffic we want most! Why a Marketing Calendar? Why are the events scheduled during festivals?

That's because these nodes are the time periods and elements where users' attention is naturally focused. Stepping on these hot spots can help you get twice the result with half the effort, and stepping on the hot spots can take advantage of the momentum to fly higher.

Therefore, it is important to make plans for predictable hot spots, try to grasp the hot spots that are highly relevant to you, and cultivate sensitivity to news related to your industry.

Our poster fission activity was just in time. At that time, "Spider-Man: Into the Spider-Verse" was in theaters, the movie itself had a good reputation, and we also had the big IP of "Spider-Man" to borrow . It would be a shame not to borrow such a big momentum.

(2) Value Matching

Normally when we organize activities, we must have encountered situations where fans become silent or even leave after the activity ends. This situation is usually because our activities are too independent and only activate users once, but do not allow users to experience the core value of our products or services through the activities. When users can no longer feel the value, they will become silent or leave.

Therefore , in poster fission activities, we should try our best to use "value or returns" that match the core value of our products to attract fans.

For example, we are a film and television app. Movie tickets allow users to experience the pleasure of film and television entertainment. At the same time, there is a trial membership. No matter whether it is because fans like Marvel, Spider-Man, or just like watching movies, we provide fans with value that they can continue to experience by staying on our platform, so the retention rate will be relatively high.

(3) Psychological drive and motivation

In fact, many books and articles have talked about psychological drive, but not many people can really make good use of it. We have summarized 8 major psychological drivers and 3 major incentive mechanisms.

8 psychological drivers: sense of mission, sense of accomplishment, creation and feedback, sense of ownership, social influence, scarcity, curiosity, and fear.

Three major incentive mechanisms: honor, emotion and benefit.

Overall, the most obvious thing is that the entire poster is driven by profit - getting movie tickets for free.

There are also some indirect influencing factors, such as the fan’s WeChat avatar and nickname in the upper left corner of the poster.

Although the feeling of exclusivity, privilege, and personalization only makes fans feel a certain degree of awareness at the beginning, it is this moment of perception that will make fans have a sense of honor and possession, which may not even be noticed by the users themselves, but will have an impact on subsequent behaviors.

For example, there is a phenomenon from the non-Internet field. Placing flowers at the entrance of a shopping mall can increase the sales of the entire shopping mall by 8%. However, the actual impact of these flowers on customers' purchasing decisions is completely imperceptible to the customers themselves.

What's more, posters with avatars and nicknames can add to the image of fans that they love to share and create a positive social impact.

"If you are also a movie lover, then come and join us for the event!" This is an invitation text placed next to the avatar and nickname. This sentence is often overlooked by event planners. In fact, this invitation text is very important. If it is well written, it can really make us feel like we have found similar people and an organization, and give people a sense of belonging.

4. Process Optimization and Full Touchpoint Management

We can understand process optimization as making the activity process shorter and completing the activity goals in shorter steps; or making it smoother, reducing jumping back and forth, etc.

Full-touchpoint management is to sort out all the information and elements that reach the user according to the activity process, and then optimize each element or combination of elements to achieve the best conversion effect.

In the entire process of poster fission activity, the important links are not only posters, but also subsequent reminder messages. It is mainly divided into the following aspects:

(1) The message received by the invitee and the inviter when the invitee scans the QR code for the first time

The first message received by the invitee should be relatively comprehensive , including a welcome message, event highlights, brief participation steps, a detailed introduction to the event, a detailed introduction to the prizes, a prompt to generate an exclusive poster, and the exclusive poster.

The first message received by the inviter, that is, when the first friend scans the QR code to support, the message copy should include friend support reminders and task progress reminders.

The copy itself can also add certain personalized elements according to the positioning of the official account . Here are two clips for everyone to feel: "Your friend *** is the first to scan the code to support you!

He/she must be paying attention to you silently, let’s find time to have a meal together! ""Your friend *** scans the QR code to support you! After systematic observation, *** must be very beautiful! ".

If there is such a playful remark, in fact many fans will take screenshots and send them to their friends, thus building good reputation and promoting secondary dissemination.

(2) Anti-disturbance message reminder

Since some tasks may require a large number of invitations, in order to avoid constantly disturbing fans, you can send a message reminder to let fans choose whether to continue to receive successful invitation messages, and attach an entrance to check the progress of the task at any time.

(3) Reminders for friends to unfollow you

In order to prevent users from judging whether the task is completed based on the number of friend invitation reminders received, it is necessary to remind friends to unfollow and continue to remind the current task progress. Of course, if you set it so that unfollowing also counts as an invitation, you don’t need this reminder.

(4) Reminder for completing tasks at each stage

When fans complete stage tasks, they need to be motivated, prizes for that stage tasks need to be distributed, and fans are invited to check their current ranking in the number of invitations. If there are subsequent tasks, you should also remind them of the tasks and rewards for the next stage.

As shown in the example below, this was not done very well in our activities. I hope everyone can learn from the lesson. Of course, in the next stage, if the task amount is large, it is not recommended to remind the specific task amount, so as not to scare away fans.

We can adjust the text here to: ~Congratulations~ [Nickname] scan the QR code to support you! The first phase of the mission has been completed. You have gained support from [completed tasks] friends, and you are only [second stage tasks] away from completing the second stage. Once completed, you can get [prizes]!

(5) Event end reminder

When the event is over, there will still be a portion of traffic entering the event. At this time, you can guide users to participate in other activities or pin the official account to receive information about the next event as soon as possible.

5. Final Thoughts

All activities have something in common, such as insights into human nature, but they also have their own differences. Different industries, products, public account positioning and existing fan groups will differ in various details.

The above activity review and summary has certain limitations, but everyone can absorb the common parts, integrate the characteristics of their own industry, products, etc., pay more attention to observation and accumulation, review their own activities more often and optimize them. I believe that you will be able to create a screen-sweeping event.

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

Author: Yang Hao Howie

Source: Yang Hao Howie