Event Operation: How to plan a wonderful membership event?

Normally, we think of event operation as a part of operations, but in fact, event operation is a job that combines technology and art, especially event operation for members.

This article mainly analyzes how to plan an excellent membership event to stimulate interaction between members and the platform. The idea of ​​the full text is as follows:

1. Think: Why are there membership activities?

2. Understand: the general process of membership activities

3. Learning: Membership activity types

4. Analysis: Factors causing differences in operational performance

In the words of some membership service software sellers: the purpose of membership activities is to help merchants and consumers (ie members and potential members) have a passionate love affair, and to carefully manage the fruition of love and grow old together.

The members analyzed in this article are, more accurately, consumer members, that is, the type of members who will often be asked whether they want to apply for a membership card after you shop.

Merchants adopt this membership system in order to continuously accumulate members, provide discounts, and allow them to enjoy membership benefits, thereby establishing a group of loyal consumers.

Obviously, the purpose of organizing activities for them is to cater to their needs, on the one hand by continuously launching new products, and on the other hand by continuously improving services.

As a product of market competition, different types of members must have different personalized needs, which will lead to a variety of activity types. Through activities, members can be continuously segmented, ultimately achieving precise marketing and improving the input-output ratio.

Ordinary consumers are obviously dispersed and difficult to grasp. If we do not have a corresponding system and model to analyze them, our operating results will be very unsatisfactory and lack continuity.

Therefore, the process of our membership activities is actually the process of gradually establishing a system and model.

Member activities run throughout the members' lives, but the focus varies at different stages. Through continuous operational summaries, Market Master believes that the operating process of membership activities is as follows:

First, recruit members and obtain the objects of member activities

When we don’t have any members yet, the target users of our products are our potential members.

For example, our product is positioned for first- and second-tier working women aged 30 to 35. Based on this positioning, we analyze their price preferences, category preferences, length of stay, conversion rates, consumption frequency, consumption amounts, etc.

If the analysis results show that they are relatively concentrated in their category preferences, but their consumption frequency and length of stay are completely different, then we can acquire more target members by launching activities in a certain category.

You will find that the more precise the targets you recruit, the better the subsequent operational results will be.

Second, improve member information and establish a member "database"

When analyzing many problems, Mr. Market likes to make them lifelike so that he can internalize them better, and the same goes for readers.

When it comes to completing member information, do you immediately think of occupation, age, gender, etc.? This understanding may still be relatively superficial.

Think about it, are you connected with your best friend or gay friend because of his/her occupation, age, gender, etc.? Of course not!

Therefore, if we want to build better stickiness with our members, we must have a "database" of members in mind and understand more about their lifestyles so that we can make activities more in line with their tastes.

Therefore, we need to understand as much attitude and behavior information as possible: whether they hate sales, whether they are sensitive to fashion, whether they are picky, their family situation, whether they exercise, whether they are sensitive to high quality, their attitude towards discounts, etc.

Of course, some friends may say that this is too private and difficult to collect. The same can be done through membership activities.

For example:

One day you pushed an article about fitness equipment and diet on your official account. Members who shared their fitness insights in the comment section could get the opportunity to get guidance from professional fitness coaches. Could you then label certain fitness enthusiasts?

However, if you use comments to get discounts on certain products, etc., you may not be able to accurately obtain member information, because members who like fitness and are disgusted by such recommendations may not participate, and the results you obtain will be inaccurate.

Therefore, when improving the data on members' attitudes and behaviors, it is important to eliminate all interference factors as much as possible to obtain more accurate data.

Third, formulate member activity rules to promote "long-term stability"

Friends who have written activity plans must be very sensitive to the activity rules. In an activity plan, the importance of rules is self-evident. The more you shop on Double Eleven, the more you will feel it.

Therefore, the rules for membership activities must be straightforward, clear and easy to understand.

For example, if you have set up a points system, as the points accumulate, you can remind members each time that the points can be redeemed for cash.

It's the end of the year, and you inform your members that their points will be reset to zero, and ask them to quickly redeem them. A member with tens of thousands of points spent dozens of minutes calculating which gifts he could redeem and finally submitted the order. Suddenly received a reminder: the points deduction amount for each order shall not exceed 50 yuan.

I think he will definitely leave.

This example was told to me by a customer friend of a well-known women's clothing brand. It was her personal experience. Her average customer spending was basically around 3,000 before, and she never went there again after that.

Therefore, we must consider our membership activities, especially the rules of the user growth system and the points system carefully. If there are indeed omissions, at least there must be remedial measures.

In terms of points, in addition to big platforms such as Tmall and JD.com, I think Yonghui Life APP is also doing quite well at the moment: in addition to the points rules, even a small number of points can be used as cash immediately on the next purchase, reducing user anxiety.

Of course, in order to save delivery costs and increase the average order value, some optimization can be done, such as doubling the points deduction when the purchase reaches 88 yuan.

Fourth, member tiered and graded operations to achieve refinement

Due to limited space, I will not elaborate here, otherwise the article will be too long and I am worried that you will not be able to finish reading it.

However, the logic of this article is relatively coherent, and it can help you have a general understanding of member activities and establish a systematic cognition. Otherwise, it is just points and it is difficult to form lines or surfaces.

So what I want to say about the tiered and graded membership operations is that, whether it is general VIP or high-level VIP, this is not static, but try to maintain the overall upward trend of the membership and ensure the scarcity value of high-end members.

The purpose of stratification and grading is to maintain the atmosphere of each segment of members. Therefore, I think that a membership system with less than three levels is not called a membership system. A membership system with more than five levels is relatively complicated. You can refer to the Alipay membership system, etc.

You should increase the frequency of activities among members at the level you want most of your members to remain at.

This does not affect the high scarcity value of high-end members that we want to establish, because Market Master believes that the vast majority of high-end members do not want to be disturbed frequently.

Fifth, cultivate core members and establish a member self-propagation system

I spent some time studying what the core of community operation is. Most operators believe that community autonomy should be the most ideal state of community operation, so the ultimate goal of member activities should be for members to spontaneously organize activities and establish a communication system.

To achieve this goal, what we need is to cultivate a group of core members.

The criteria for judging whether a person is the core must be clearly established: it must not be the membership level, it must not be passion; it must be that the values ​​match the platform, and it must have certain organizational capabilities.

For example, some gym members spontaneously organize check-in groups and class appointment groups, which have this nature, helping the platform to cultivate higher loyalty among your members and establish better social attributes.

Before talking about the types of activities, I have a few suggestions.

I believe that everyone must be a member of many platforms. When these platforms launch membership activities, pay attention and observe them as some basis for reference for daily activity types.

From the perspective of the types of membership activities currently on the market, there are mainly the following types:

First, let customers decide the discount, such as a big turntable

• Advantages: Interactive with users
• Disadvantages: The big turntable has been around for a long time, and it is relatively difficult to play with it in new ways, so innovation is needed in terms of copywriting design and event scenario setting.

Second, keep up with the hot spots. For example, many merchants will give away Dyson curling irons during Double Eleven.

• Advantages: Catch the eye and use hot spots to endorse the prize
• Disadvantages: Purchasing products is a real cost, and the profit margin needs to be evaluated. At the same time, the prices of hot products are transparent, and users will also evaluate the cost and probability of winning prizes.

Third, set different discounts according to membership levels

• Advantages: It gives members the illusion that "I am more favorable than others" and attracts orders
• Disadvantages: Members themselves know that they pay more than others. When the demand for membership weakens or the value of the exclusive services provided to users does not match the needs of members, members may churn.

Fourth, redeem points for coupons to activate user value

• Advantages: Quickly awaken members and promote member consumption
• Disadvantages: It is very likely that members who have been silent for a long time will be awakened by the points deduction coupons, and then they will be silent again after using the no-threshold coupons until they leave, so supporting member activities and marketing strategies need to keep up

Fifth, users pay a certain membership fee to enjoy better services

• Advantages: Membership fees are a relatively objective income
• Disadvantages: Services for paid members are more expensive than those for ordinary members, and require more precise calculations, because once the cost is found to be too high, there may be resistance when raising the price.

The above are basically the common methods of marketing to members. Of course, there are also some that implement an invitation system, and only those who are invited are eligible to become members. This is not common in our daily operations, but high-end products and platforms can try it.

In summary, you will find that the marketing effects of different types of membership activities will vary to a certain extent, but the influencing factors are often the following:

First, the positioning of the platform

Members brought from different platforms have different demands, and it is necessary to distinguish the sources of the members. At the same time, the marketing strategies for opening stores on JD.com and Tmall are definitely different.

Second, be forward-looking

The current accumulation may not play a significant role in this year's Double Eleven, but there is still next year's 618, next year's Double Eleven... It is not too late to start serious analysis and accumulation from now on, and improve the problems bit by bit.

Third, a reasonable membership system

This has been discussed in the article. The rights and obligations of members should be clearly described to minimize differences as much as possible. The rights and interests of the core member groups who contribute to repeat purchases and profits are given priority protection.

Fourth, monitoring of the member activity execution process

Develop monitoring measures, especially pay attention to details.

This is especially important for activities that combine online and offline activities. Online, members are told about their rights. When members experience offline activities, there are more uncontrollable factors, so it is necessary to establish online and offline service standards at this time.

Fifth, control the degree of service

This is difficult, but it also requires trying and improving.

Before Haidilao went public, I specifically looked into the shortcomings of Haidilao, a company that wins with its service. In fact, it was its service that was criticized.

One customer commented that he felt the waiter was staring at him the whole time and trying every possible way to find out what he needed, which made him very uncomfortable.

Sixth, the product itself must be the core

No matter what kind of promotion you do for members, what kind of discounts you offer, or how big the discounts are, the product itself must be good in order to go further!

If Dyson's products were poor, I believe that even with the best marketing, it would not attract so many users.

So no matter what, there must be someone who can calm down and polish the product . Only good products + good services + good membership activities can occupy a certain position in the hearts of members.

These actually have nothing to do with price. In a certain sense, the pain point for most consumers has never been price!

Source: June