How to use the Spring Festival node to guide user promotion?

The Spring Festival is a day of family happiness. However, looking around the world, the Spring Festival is the day with the largest population migration, without a doubt.

I have asked my friends before, why does this phenomenon happen, why do we have to go far away? My friend said that this is not just the case in China, it is also the case in foreign countries. In order to make a living, ambitious people will go to places with more room for development, such as Shenzhen.

Putting this phenomenon aside, those of us who are doing product promotion need to pay attention to the large-scale population migration during the Spring Festival, and whether it has any relevance to our product promotion.

In fact, there are many connections. For example, everyone knows Honor of Kings. Its rise was during the Spring Festival of 2017. In 2016, it was still tepid and far from reaching the phenomenal level. It was not until the Spring Festival of 2017 that players in first-tier cities returned to second- and third-tier cities and recommended it to children. Since then, Honor of Kings has opened the door to primary school students, and new users have skyrocketed, establishing its status as the king of mobile games.

From this phenomenon, we can see that the greatest value of the Spring Festival population migration is to allow users in first-tier cities to recommend products to users in second-tier, third-tier, fourth-tier and fifth-tier cities. Of course, the premise is that the product quality is up to standard. If the estimate is correct, the biggest winner of this Spring Festival population migration will be Douyin.

This article will explain to you the invisible promotion methods during the Spring Festival from the following three aspects, so that everyone can have some understanding of this method. It is too late to make a plan based on this idea now, but the plan for next year can be prepared in advance.

1. What kind of products are suitable for promoting during population migration?

2. How to use the nodes of population migration to promote products

3. Other Scenarios of Cross-integration

1. What kind of products are suitable for promoting during population migration?

Suitable for products with a certain number of users

The flow of people during the Spring Festival is basically from first-tier cities to lower-tier cities, but this year there is a new trend, the reverse Spring Festival travel.

It refers to young people who have established themselves in first-tier cities and bring their parents from the countryside to the city to celebrate the New Year. This can help them avoid peak traffic flow and allow their parents to experience the beauty of big cities.

I think this is a trend. There will be more and more reverse tourists in the next few years. However, most people are returning to their hometowns at the moment, so for product promotion, we should first seize this wave of “broilers” returning home.

A product must first have a sufficient number of users. When this wave of users returns to their hometowns, some of them who are lively and active in life and like to recommend products to others will involuntarily recommend this or that to their friends.

I am such a person. If I find something interesting, whether it is an APP or a small toy, I will recommend it to my friends. After a long time, some people thought I was doing micro-business.

Not everyone will recommend fun products to their friends, so the product must first have a sufficient number of users, such as Honor of Kings. Otherwise, even if you see the benefits of population migration, you will not be able to seize it.

You know, there are still many older single young people who return to their hometowns. They just want to have a quiet meal and receive red envelopes. There is no such thing as the products they are recommended to.

Suitable for fun and interesting products

The products we share with friends are those that we find fun and interesting. A few days ago, I bought a PUBG artifact online. It was two small gadgets that greatly increased my chances of winning. My first reaction was to recommend it to my friends who also eat PUBG.

If it is a very ordinary product, such as a table or a notebook, no one would recommend it to a friend.

When we see the benefits of population migration, we first check whether our products are fun and interesting.

Some things, if done too early, even if the method is right, the results will not be ideal; some things, if the timing is right and you make a little effort, you can make a lot of money. Similarly, if a product does not have fun and interesting attributes, I think it will be difficult to seize this wave of dividends.

The reason I just recommended TikTok is because it has all the attributes for taking advantage of population migration to achieve growth: it’s fun, interesting, and has a large number of users in first-tier cities. Kuaishou is not suitable for this, and its base will face the attack from Douyin during the Spring Festival.

2. How to use the nodes of population migration to promote products

Make plans to guide users to promote and spread the word

Assuming that our product can take advantage of population migration and allow first-tier users to recommend it to second-, third-, and fourth-tier users, then, excluding the situation like King of Glory where users actively promote the game without any promotional inducement, the situation remains.

What we need to do is to develop features and guide users to spread the word to other new users . Here I see that JD.com has launched this function, which is very clever. Their solution is as follows.

Invite friends to send blessings, and the blessings can be exchanged for red envelopes with no threshold. A friend in my group got 18 yuan on the first day of the activity, which is much more reliable than collecting the five blessings on Alipay.

There is a rule in this JD event that really caught my eye: find your friends within 3 kilometers and invite them in to get a lot of blessings.

What is the subtext? Ask your friends to register, and they will give you a big red envelope if they register.

The most important thing is that the previous simple and crude way of inviting friends and sending red envelopes has been given a more gorgeous appearance, but in essence it is still an inducement to attract new members.

Do you think users will buy into this? Old wine in new bottles, users all fall for this trick, there is no way to deal with it.

You all get it, right? We can make a brand new plan to attract new users, and launch it during the Spring Festival population migration. The new data in the background will definitely increase.

Advertise in lower-tier cities to capture user word-of-mouth in first-tier cities

When we see a new product and don’t know whether it is good or not, our first reaction is to ask our friends what this product is like.

If friends give positive advice, conversion will be a natural outcome. If negative advice is given, the result can be imagined.

Now everyone is talking about dividends. What will we do after the dividends of first-tier cities are exhausted? Explore second- and third-tier cities. You see, Taobao has already done this.

For companies that want to do business nationwide, it is most appropriate to place advertisements in second- and third-tier cities during the Spring Festival, because there are experts from first-tier cities and the conversion rate will be much higher.

For example, Mobike and Ofo (now they have stopped operating because they have no money), if they want to capture second-tier cities, they only need to place ads on local TV stations, saying that people in Beijing, Shanghai, Guangzhou and Shenzhen are riding them. Do you want to try?

When migrant workers who are doing well in first-tier cities return to second-tier cities and see that Mobike and Ofo have advertisements in their hometowns, they will naturally show off. Other friends will follow suit and try them, so the number of new users will definitely increase. Why is that? Because everyone likes popular things, even if I am a caveman, I want to use the latest version of Apple phone.

3. Other Scenarios of Cross-integration

Age increase is the biggest cross-integration scenario besides Spring Festival population migration

The example I want to talk about here is Luckin Coffee. I think they are moving too fast and had a good chance of defeating Starbucks. Of course, the time scale here is five years, not five months.

We know that the personalities, behaviors, and habits of people born in the 80s, 90s, and 00s are very different. For those born after 2000, they are not yet old enough to drink coffee and have not been influenced by the Starbucks culture. These users are the key to Luckin Coffee surpassing Starbucks.

As the post-2000s grow older, enter society, get jobs, socialize, and need coffee, it will become clear who can capture their minds. At the moment, Luckin Coffee is in a bit of a risk.

Daily cross-integration scenarios are when traveling and establishing new social relationships.

The reason why I play the Chicken Dinner game is not because I think this game is fun, but because many of my friends are also playing this game. We are all very busy with work and don’t have much to communicate with, but by playing a game together, we inadvertently become closer.

When I enter a new circle, I usually ask, do you play games? If you haven't played it, I'd still recommend it.

There is a term in operations called social currency. When a product has the attributes of social currency, it can also be spread through cross-integration.

In summary

The invisible value of population migration during the Spring Festival for promotion is extremely huge. If we can see it and seize it, for the company, the KPI for the next year may be achieved. Here I would like to share this idea with you and hope that everyone can come up with excellent plans next year and seize this wave of dividends.

Finally, I wish you all a new year with new prospects, and may you have whatever you want.

Source: Tiger Talk Operations