Operation and Promotion | Teach you step by step how to capture fans with an event!

How to attract fans to a public account by planning an event? The author of this article uses an event run by his own team as an example to share practical operational experience in attracting new customers, conversions, and activations.

For public account operators, planning activities is an important means to attract new fans, convert them, and activate them. However, for most operators, they neither have the strong financial support of big brands nor can they become professional event platforms.

At this time, an interesting and fun event can bring a large number of new fans to the official account, while also activating existing old fans. It can also increase the visibility of the company and brand by swiping the screen, killing two birds with one stone! Let me first share an activity that our operations team recently organized for xx Manicure.

Event Background

The "xx Manicure" WeChat official account has been operating for some time. Through the accumulation of high-quality content, the basic brand awareness has already laid a certain foundation. In order to better drive the activity of the official account fans and stimulate the growth of the official account fans, an interesting event is planned to attract fans for the official account.

Activity Theme

Theme: Everyone welcomes Christmas, build a building and win big prizes.

After the evolution in recent years, Christmas has become a festival for couples to date and various gatherings of friends and colleagues. Getting a manicure and skin care are essential items for sophisticated women to participate in dates and gatherings. Xinmilan takes advantage of Christmas to launch an event where you can build a building and win big prizes, which is sure to attract a wave of beauty-loving female fans.

Activity Type

1. Using technology plug-ins

Fans only need to reply to the keywords to participate in the building:

1. Users follow the WeChat public account "xx Nail Art";
2. Users send the keyword "xx nail art" to participate in the building;
3. After input, you can get the current floor number. If the floor number matches the winning floor, the system will automatically issue the reward.

1. Awards

Event Materials

1. Public account tweets

1. Card materials

Event Promotion

The xx physical store also cooperated with the online event this time, such as placing promotional materials at the entrance of the physical store and introducing the event to customers, which are all more precise promotions in this event.

At the same time, we are also doing some promotions in some nail art communities, nail art platforms, and event marketing platforms.

Through multiple channels, let more users know about this event and participate in it.

1. Physical display of activity roll-up banners;
2. Nail art community promotion;
3. Activity platform promotion.

Activity Effect

1. Event Time

2018.12.21——2018.12.26.

1. Data presentation

Before the event started, the total number of fans of the official account was: 14,435 .

During the event period, the cumulative number of followers of the official account totaled 5,345 , the number of people who unfollowed was 881 , and the net increase in followers was 4,464 .

As of December 26, the cumulative number of followers of the official account is: 18,899 .

1. Backstage message (part)

1. Winning Fans Payment (Part)

Summary and Analysis

The event achieved its expected goals overall. Dynamic data on fans’ filling in time showed that some winning users paid the fees and filled in their address information after winning the prize during the period from December 21st to 22nd when the event started. Most users lost the motivation to redeem the prize after winning. The main reason for this was that the prize had a threshold for in-store collection. It is recommended that subsequent related fan-increasing incentive activities be set to optimize the balance between in-store and non-store incentive ratios to further stimulate the fan fission effect.

Our event this time is disseminated online and redeemed offline. Of course, it may not be suitable for all public accounts. We need to analyze specific issues specifically. xx Manicure is an in-store service, so after obtaining the coupon online, you can redeem the service in-store, which is fine.

Here is a summary of common activity types:

1. Online

Using WeChat, Weibo, forums, self-media, video live streaming websites and other platforms as carriers, various forms of activities have been derived.

• WeChat: online sharing, commenting and liking on public accounts, grabbing red envelopes, fortune messages, big wheel, prize forwarding/question and answer/survey, voting ranking, micro-bargaining, micro-group buying, WeChat sign-in, fun tests, micro-assistance, one-yuan purchase, micro-flash sale, etc.
• The more common activities on Tieba forums include: building floors, voting and ranking, auctions, photo sharing, competitions, sign-ins, live broadcasts, socializing with friends, and Tieba charity.
• Weibo: lucky draw for retweets, fan voting, Weibo grabbing, video/slogan/article/creative solicitation, topic activities, etc.

1. Offline

The main ones include: training, salons, ground promotion, live broadcasts, free trials, holiday marketing, promotions, charity, anniversary celebrations, press conferences, sponsorships, theme activities, parties, exhibitions, etc.

You should choose the type of activity that best suits your official account based on actual conditions (funds, resources, personnel, timing, time, positioning, etc.) in order to achieve good results.

Online and offline brands often hold discount promotions, free trials, buy x get x free, and limited-time flash sales. These are all old tricks, but they do not prevent waves of new and old customers from flocking to the store for the discounts. That’s the charm of the event!

So, the question is, how to plan a good WeChat public account event?

1. Clarify the goal and quantify it;

The main purposes of WeChat official accounts include: attracting new users, retaining users, promoting activation and conversion.

1. There should be only one goal in an activity. Don’t try to attract new customers, promote activation, and increase conversions in the same activity. This will distract the focus of copywriting and lead to dispersion of efforts, which may greatly reduce the final effect.
2. Goal quantification: Counting the number of fans added can provide the most direct reference for subsequent event budgets, prize settings, and copywriting. Make the execution of activities smoother and the utilization of activity resources more accurate.

2. Clarify the target audience and set attractive prizes;

When the audience pays attention to your event, the first thing they will pay attention to is definitely the prize. Only when the prize is valuable to them will they learn about the specific content and participation conditions.

We have set up an activity for the nail art public account. If you don’t have a need for a nail art at the moment, then just reply with a keyword and you may get a cash red packet of 8 yuan. If you want to do a nail art, then preferential packages such as the lucky card are very attractive. Therefore, it is important to clearly identify the target audience of the activity.

3. Try to make the activities simple and easy to operate.

I have said before that the most important thing when organizing an event is to have a low threshold and easy operation . If it is too complicated and the audience does not want to understand it, let alone participate in it, then the activity is meaningless.

Therefore, our activity only has three steps: follow, send, and redeem prizes.

When we organize activities for public accounts, we should not limit ourselves to the WeChat public account platform. We should broaden our thinking to online and offline, and there will be a variety of channels and types for us to choose from. Our goal is to attract new customers. As long as the activities we carry out are for the purpose of attracting fans and our official account is exposed (such as QR code, official account ID, name, link, etc.), any activity is feasible.

Author: Brand marketer, authorized to publish by Qinggua Media.

Source: Brand Marketing People