Case analysis: How are promotional marketing activities planned and implemented?

Next, let’s talk about the design forms of marketing activities and the key points of product design, and use an actual case to explain how marketing activities are planned and implemented.

1. Activity Design

1. Activity Objectives

The activity objectives of marketing activities are generally determined around the platform operation objectives, and can be designed around the five stages of user growth.

Acquisition : The acquisition stage is mainly used to attract new users, so the activities must be attractive, and the activity channels must be untapped user channels, such as SMS marketing, viral marketing, etc.

Activation : For new users who come to the platform, whether the marketing products are novel and attractive can bring users back to the platform, such as newly registered users completing their information to earn points, recommending content, participating in experience projects, etc.

Retention : In order to keep users, it is best to conduct regular marketing activities in the retention stage so that users can develop habits, such as brand limited-time sales, brand live broadcasts, etc.

Income : Marketing products in the income stage can be realized through activities such as self-operated products or value-added services, such as discounts on directly-operated products, discounts on membership cards on member days, etc.

Communication : Marketing products at this stage can encourage users to spread the word and invite friends. Generally speaking, communication has become a standard feature of many marketing activities, such as inviting friends to earn points and red envelopes.

1. Activity Form

The activity carrier can be an offline activity or an online activity. Offline activities include product launches, industry sharing sessions, and ground promotions. Online activities include H5 format activities, in-site column activities, mini-program activities, etc. There are also comprehensive online and offline activities, such as the most famous Tmall Double Eleven event.

Specific forms of activities include raffles, mini-games, topic activities, support activities, sign-in activities, prize forwarding activities, etc.

1. Activity object

The target of the activity needs to be guided by user portrait data, which can be obtained through surveys or from platform data analysis. Understanding the user's gender, age range, hobbies, source channels, etc. will help design the form and content of the activity as well as the promotion channels.

1. Activity Program

When you understand the activity goals, activity form and activity objects, you need to design a targeted activity plan. The activity plan can be determined based on resources, funding, staffing, activity importance, etc. Generally speaking, the more resources invested in an activity plan, the better the effect will be.

The activity plan needs to determine the time, rules, prizes, copywriting, etc. of the activity. It is necessary to avoid logical loopholes in the activity, avoid violating relevant sensitive policies, and avoid excessive marketing.

1. Activity Schedule

The activity flow is the most important main node in the activity planning plan. The activity flow defines the sequence of steps in the activity and the roles and resources involved.

1. Operation and promotion

Operational promotion refers to the official launch of an activity after development is completed and resources and personnel are in place. The main channels for operational promotion include WeChat Moments, in-site communication, text messages, search engines, etc.

2. Core points of product design

1. Login method

The login method depends on the form in which the activity is promoted. If it is within the system, then there is no need to log in. If it is in H5 mode and spread within WeChat, then the user's avatar and WeChat ID can be obtained. If the authorization level is higher, of course the user's mobile phone number can also be obtained.

1. Risk Control Measures

Common risk control links are mainly to prevent the malicious order-brushing behavior of wool party. Common risk control methods include:

If the users are internal to the platform, a blacklist mechanism needs to be established, and users on the blacklist cannot participate in the event;

Establish a user model so that only people who meet the activity goals can participate in the activity;

Fill in your mobile phone number and submit a verification code when submitting the form;

Control the number of times a single user participates per unit time to increase the difficulty of cheating;

Make overall control over the total excitation per unit time of the activity. When the peak value of the activity exceeds the total excitation, the system will limit the current.

Establish an early warning mechanism. When a certain data exceeds the indicator, operations and technical personnel need to intervene to find out the cause;

The above are just some examples of risk control measures. The core is how the system can cope with it if it encounters a wool party. But don’t forget that no matter how good the risk control measures are, they cannot prevent the loopholes of the platform itself.

1. Spread Induction

The main factor in inducing communication is that the activity itself can bring emotional resonance to users and trigger past events in their hearts. For example, the common NetEase Cloud Music sharing plays the emotional card in order to achieve good communication effects.

Good communication induction requires good content, so the activity needs to have outstanding highlights in copy design, emotional appeal, fun and interestingness.

Another way is to use bait to encourage users to spread the message. For example, after sharing, the number of activities can be increased, and points, red envelopes and other encouragements can be obtained.

1. Data Collection

The data phone can mainly collect the PV and UV of each interface. Data means are a quantitative means to analyze the quality of an activity. In addition to interface data, there are also user data and activity data, such as user ID, user collection number, user name, user device number, user usage times, user ranking, etc.

1. Configuration Adjustment

Configuration adjustment is taken into consideration that during the operation of the activity, in order to achieve the activity effect, some configuration of the background data needs to be made. For example, for a lottery activity, considering the playability of the activity, a higher winning probability can be set at the beginning of the activity. After the activity traffic starts to increase, the winning probability can be appropriately lowered due to budget requirements.

If you are designing an activity with virtual value such as red envelopes and points, then you need to set a budget cap, such as the budget cap for the total activity, the budget cap for a single user, and the budget cap per unit time.

3. Examples of Marketing Activities

Let’s take an H5 mini game we made based on communication as an example.

Event goal: To celebrate the company's third anniversary, we hope to spread the company's brand value through a marketing campaign.

Target audience: The target audience is the young generation born in the 1980s and 1990s, who love cars, are familiar with the gameplay of various online games, and like to challenge themselves.

Activity form: The activity form is to develop a lightweight car acceleration game based on H5. The use of car-related themes is to highlight the company's automotive ecosystem business.

Activities:

Press and hold the brake, then press the accelerator, and release the brake to start.

Activity Rules:

1. While holding down the "Brake" button, press the "Accelerator" button.
2. Control the speed of the pointer tachometer on the left. The closer it is to the middle red block, the faster the speed.
3. Release the "Brake" button to confirm the speed.
4. After completing the game, the final 100-kilometer acceleration completion time is displayed.
5. After midnight on May 25, all scores will not be included in the final ranking.

Notice:

1. If you press the "accelerator" button directly, the vehicle will not start. You need to press the "brake" button to activate the vehicle.
2. After the "brake" button is released, the tachometer freezes to confirm. The "brake" and "accelerator" keys will be ineffective.

Event time:

May 14, 2018 - May 25, 2018.

Oil quantity:

The initial amount of fuel is 3 times, and each time you drive the vehicle to the finish line, 1 amount of fuel is consumed.

When the fuel level is 0, the vehicle cannot be driven.

Invite WeChat friends. After successful invitation, you can increase the amount of oil once.

Each friend can only cheer once a day.

Every time a friend successfully cheers and supports you, he or she will have a chance to draw a free prize.

Activity process: Before the activity starts, the operator will preheat it within the app and WeChat group. After the official launch, it will be promoted within the channel, and attention will be paid to data changes and system parameters will be adjusted.

Operational promotion: Operational promotion first uses the banner page inside the app as the main entrance to the activity, encouraging users to share in WeChat groups and Moments outside the site. At the same time, operations are also shared within their respective resource groups.

Login method: If the login method is within the app, the user does not need to log in. If it is within WeChat, the user needs to agree to authorize the login and obtain the user nickname and WeChat ID. When collecting prizes, the user needs to verify the mobile phone number.

Risk control measures: Considering that the app is only a platform within the industry and the freeloaders can be ignored, there is no risk control design inside the app. The core risk is to prevent the freeloaders from maliciously brushing scores (later on, we encountered freeloaders simulating IDs, maliciously brushing orders, and actively sending messages in the official account to threaten).

Spread Induction: In addition to the playability of the game itself, Spread Induction also sets up a friend assistance environment. Each friend can assist 3 times, and each assistance is equivalent to one game opportunity.

Data collection: The data collected includes the PV and UV of each interface, as well as the basic information of users, the ranking information of users, the address and phone number of the winning users, which are used to distribute prizes.

Finally, here is a screenshot of the game homepage:

Marketing Activities Home Page

Source: The Frog Prince (guatalk)