Operational promotion: How to use red envelopes to attract new customers?

The end of the year is coming soon. I would like to summarize my work in the past year and share with you some of my operational experiences, which involve attracting new customers, retention, user operations, product operations, etc., many of which are very diverse.

In 2018, I participated in several cases involving tools, social networking, platforms, etc. I will introduce them to you below. These products have completely different ideas and I hope they can be of some help to you in 2019.

The first case product attribute tool category, classified as a new customer acquisition action, provides property owner services, and the target users are C-end property owners. The core requirement is for the owners to be authenticated through WeChat. Each household is calculated as three people. If a community has 100 households, the target users are 300 people, and the authentication rate is above 60% to be qualified.

Product Status

During the early stage of product market development, marketing personnel focused their energy on developing the number of communities and did little work on certification quality, resulting in low quality of community users. The average certification rate was less than 20%, and the community with the best certification quality only had a certification rate of 50%.

This makes the subsequent promotion of the product very difficult, the brand effect is difficult to form, and the operating costs increase as the number of communities increases.

By now you understand that the target users of this product are very clear. The biggest problem it faces now is the certification rate. Only when the certification rate is raised can other problems be easily solved.

Preparation-Red Envelope

The core issue of the product is to solve the low certification rate, so the focus of the work is to let more owners know the existence of this tool and attract them to certify.

After team analysis, based on the characteristics of the community, we abandoned the purely online method of attracting new customers and adopted the offline method of sending red envelopes to increase the community's certification rate.

Yes, you read that right, it is offline red envelopes, which are the red envelopes you used to receive during the Chinese New Year. The difference is that we have thoroughly processed the red envelopes.

We have redesigned the red envelope packaging. In addition to the common blessing texts such as "Good luck in the new year" and "Congratulations on making a fortune", we added the name of the community on the cover of the red envelope. This is to eliminate the owners' resistance to unfamiliar red envelopes.

We did not directly put cash in the red envelopes for the owners. Instead, we gave them a carefully designed card with a certified QR code and designed copy. Above the QR code it said "xx Property has sent you a red envelope" and below it said "Scan the code to authenticate and get a random red envelope of up to 200 yuan."

Experimental results

For the first test, we chose a community with 800 permanent households, a certification rate of about 30%, and average property cooperation.

The team of 6 people executed the plan on time. At 8 o'clock in the morning, they asked the property management to notify the owners in the WeChat group that small benefits would be distributed to everyone today. The 6 people went to each building to post red envelopes on the door. All the doors were posted before 10 o'clock. At 10 o'clock, we began to pay attention to the changes in the background data.

As of 11 o'clock, there was no obvious increase. At the property service office, one or two aunties who came out to buy vegetables would occasionally come and ask the property whether this was true. After asking clearly, we guided her to complete the certification.

This result was beyond our expectations. There was no obvious change in the background data. The reason why we chose to complete the pasting before 10 o'clock was that we believed that 10 o'clock should be the time when most homeowners in the community go out.

At 11 o'clock, we carefully edited a text and asked the property management to send it to the owners' group in order to eliminate the owners' doubts and provide simple and clear certification guidance. This text has also become the standard for our future red envelope activities.

Expected Achievement

After 11 o'clock, the background data changed significantly, and the number of user authentications continued to increase. During this period, many owners came to the property service office to inquire. Most of these people were concerned users, and the problem was not big. When we left at 1 pm, the authentication rate of the community had risen to more than 60%, exceeding the qualified authentication rate. The next day, the authentication rate soared to 87%. The red envelope strategy has achieved initial success. The total investment cost was less than 2,000 yuan, and nearly 1,400 new real users were added. Later, it was proved that this cost did not need to be borne by the platform. Because it involves knowledge of user operations, there will be detailed explanations in subsequent articles. Interested friends can continue to pay attention.

Marketing tool innovation

Now let’s review this case. The core goal of the product is to increase the certification rate, and the means of attracting new customers is red envelope activities. What are the characteristics of the action of posting a red envelope and the red envelope itself?

The first point is the reach rate, which ensures that every household can receive this information. The second point is the temptation, which uses the form of traditional red envelopes combined with the trust endorsement of the property to attract owners to open the red envelopes and complete the authentication process. The third point is fission. A red envelope is posted at the door of each house. As long as one person in the family scans the code and gets the red envelope, he may guide other people in the family to repeat the same authentication action. The information can effectively reach and trigger authentication actions, and once the authentication rate increases, subsequent operational work can be carried out.

Use the red envelope tool to innovate in marketing, make full use of the characteristics of the red envelope tool, combine it with the product itself and the attributes of the community, and use the WeChat red envelope mechanism to complete the entire red envelope new customer acquisition activity. This kind of new customer acquisition tool can be found everywhere, such as vouchers, lotteries, experience coupons, etc. We can transform them and use the attributes of the Internet on the basis of traditional marketing tools to innovate marketing tools. The core point is to deeply combine the tool characteristics with the business characteristics.

Red Envelope Episode

After the experiment, all the actions of attracting new customers through red envelopes have been standardized. There are fixed copywriting on the red envelopes in each community. During the experiment, supporting property copywriting was formed, the owner authentication process was technically optimized, and a complete set of new customer acquisition tools has been formed.

After more than a month of market review, the red envelopes in our wholesale market are almost out of stock, the overall certification rate of the platform has reached more than 75%, the platform has added more than 100,000 new users, and the practical frequency of the products has increased by nearly 450%. The effect of red envelopes in attracting new users has significantly increased the income of marketing personnel, and the concept has also changed from focusing only on the number of communities to quality and quantity in parallel. As a result, marketing personnel have actively regarded posting red envelopes as a standard procedure for new platform entry into communities, and have cooperated with community promotional posters and banners for publicity to increase reach.

Due to limited space, I will share other cases with you in detail one by one. The core point of this case is the innovation of marketing tools. If you look carefully at our implementation process, there are other knowledge points such as reach rate, user operation, cost management, etc. Students who are interested can communicate together and carefully discover the growth points around us. I hope that you who read this article will have a good harvest in 2019.

Source: Guigu