Activity Operation: How to design activity prizes that stimulate user desire?

All methods of gaining traffic are designed as bait.

The success of a fission campaign is largely determined by the prize.

An attractive prize can catch the user's attention in an instant, stimulate the user's desire, and allow the user to take the next step according to your design.

On the contrary, a prize that is bland and worthless will make your users feel bored at first sight and walk away.

In order to attract more users to participate in the event, I put a lot of effort into the selection of prizes. After constant trial and error, I came up with a selection mechanism that I would like to share with you.

1. Know your users

The most core skill of operation is the ability to deal with users. Only by understanding your users can you perform more accurate operations and avoid wasting your efforts.

Only actions based on user needs are effective, otherwise they will only disgust users. The best way is to communicate with users frequently to see what they are doing and what they like to buy. However, many people may not be able to contact their own users and can only rely on guesswork. At this time, we need to use other tools. We can use Baidu Index and search for keywords of our business to roughly know the basic situation of users and make basic judgments.

There is another situation which is even simpler. Just write down the prize choices you want to make and send it to the group for users to vote. This way the results may be more obvious. We also interacted with users.

2. Choose the prize type

After having a basic understanding of the users, we need to select products. At this time, the most tangled contradiction is the price of the prize and the activity funds. In fact, we don’t have to use physical goods every time. The marginal cost of virtual goods is 0. When choosing prizes, we can choose virtual prizes as much as possible.

The most common virtual prizes are: communities, courses, e-books, information packages, lottery qualifications, etc.

Here we will talk in detail about the situation where the prize is a lottery qualification. This design is mainly aimed at the situation where the unit price of the prize is high and the quantity is small. Different from the design of increasing the number of invitations, this can greatly stimulate the user's enthusiasm for participation and prevent them from giving up because the task is too difficult.

3. Purchase Prizes

The distribution of physical goods is usually accompanied by considerable logistics costs. We can transfer the logistics costs through direct online purchases. We recommend websites such as Pinduoduo and Alibaba, where the prices of goods are extremely low and shipping is free. The cost of a book is less than 3 yuan. Based on the invitation of 10 people, the cost per user is less than 0.3 yuan.

There are other ways to reduce costs, such as registering an Alimama account and looking for low-priced, high-rebate products as our prizes. But it is worth noting that we must choose merchants with high store ratings to avoid the problem of low-quality prize products.

Virtual items are nothing more than coupons, courses, communities, materials, e-books, etc. We can find the resources we want on websites such as Pansou and Pansou Sou, but remember to be careful not to infringe on other people's intellectual property rights.

4. Shaping the Value of Prizes

After finding the prizes, we need to package them to increase their value in the eyes of users. We can shape their value in terms of value benchmarks, materials and craftsmanship, scarcity, and brand. Because there is a lot of content, we will give a brief overview below. You can refer to the picture below to shape the value of your own prizes.

After shaping the value of the prize, be sure to display it in a conspicuous enough place so that users can understand the value of the prize and thus increase the participation rate.

5. Prize Distribution Tips

After the event, we will find that there is still a large amount of customer service, mainly in two parts.

One reason is that the winning users will keep asking questions about the logistics, after-sales, returns and exchanges of the prizes, which greatly takes up our time. In order to avoid such problems, it is recommended to directly send the purchase link of the prize when distributing the prize, and the user will contact you to complete the payment after placing an order.

This will not only reduce a large number of customer complaints, but also prevent the freeloaders from cashing in through order refunds.

The other part is complaints from users who have not completed their tasks. We often encounter situations where some users participate in activities but fail to complete the tasks. If such situations are not handled properly, it is likely to cause disgust among users. Some users may even think that our activities are fake and report our accounts.

In order to avoid such situations, it is best for us to provide certain compensation to these users. The most common way is to distribute virtual items such as prize coupons, courses, e-books, etc. It helps to appease users without increasing our costs.

The above are some of my thoughts on the prize design in the fission event. Everyone is welcome to exchange ideas and criticisms.

Source: Cute Qi Qi