I have seen 1,000 marketing promotion cases, why are they all ineffective?

In the circle of friends and subscription list of market operators , the number of times “0-cost promotion to acquire 10,000 customers” appears is more than the number of hairs that fall out every morning. Why can’t successful promotion cases be reused? Lack of people, money and resources are not the key reasons; what is lacking is the underlying ideas for planning promotional activities.

After 3 years of operations, I have read 1,000 articles on successful experiences at the frequency of reading one " dry goods " article every day. But after reading 1,000 successful experiences, what the "dry goods" brought me was no longer knowledge, but anxiety. Other people's experiences were so good, why couldn't I learn from them? There is an activity that has gone viral, why can’t we copy the same routine?

1. What valuable experiences are there in the practical articles of promotion cases?

When we look at successful promotion cases, what points do we pay attention to? For example, for Blue Cup Coffee, you may only pay attention to the massive advertisements they put in elevators and see the coupons they push out every week; for another example, NetEase’s Red Poster online courses, you may only see their distribution model and the NetEase official account ’s more than 100,000 readings.

But what else do we see besides seeing that some of them have money and resources? Have you sorted out the details of their activity process, copywriting characteristics, promotion methods, product design, etc.? So, the dry goods you read are useless to you.

From the promotion case review article, we need to sort out the following main line: activity purpose-target group-activity theme-interest inducement point- promotion channel -communication rhythm-material details-return node.

These are some details we need to consider when planning marketing promotion . In successful cases, we can sort out the key processes according to our own planning logic and summarize them from several aspects:

The relationship between the interest attraction point and the target group: The interest attraction point is the core of a new customer acquisition activity. Designing the attraction point from the perspective of the target group will have a better effect.

The relationship between promotion channels and target groups: The simple logic of attracting new users is to find people who are interested in the content and guide them. The design of promotion channels is viewed from the perspective of the group;

The relationship between the return node and the overall process: The focus of attracting new users lies in user participation, and the key link is also the key to guiding users to return.

2. Why is your activity user engagement low?

When planning events , we often "do events for the sake of doing events". We may see that a fission event is successful, so we look for fission tools to do the event. We may send moon cakes to users during holidays, such as the Mid-Autumn Festival. The indicator for this month may be to add 10,000 new users, so we will do activities to attract new users.

But before doing an event, there is one thing that needs to be considered: "Why do you want to do an event? Why should users participate in your event?" A marketing promotion activity needs to clarify three issues during the planning stage: the purpose of the activity, the target group and the needs of the group.

For example, the purpose of our activity is to add 10,000 new users and complete the KPI. Next, we need to think about which groups of people to target for the activity. Broadly speaking, these activities can be divided into two types: adding new users by fissioning existing users and directly attracting new users through external channels. After determining the target group, we need to find out the needs of the group.

When an APP promotion activity is looking for the motivation for "new users", it can be found by analyzing the characteristics of existing users. For example, e-commerce products can design activity strategies by analyzing the frequently purchased items and average order value of existing users. Tool products can infer usage scenarios by analyzing users' usage time points and high-frequency functions.

The purpose of finding incremental users through existing ones is to discover users’ concerns and benefits for the product based on the behavioral characteristics of existing users, so as to find the attraction points for new users.

3. Why are users not interested in your activity rewards?

The purpose of clarifying the purpose of the event, the target population and the needs of the population is to guide the design of the "interest inducement point" of the event. For example, in the book giveaway activities common in industry public accounts, books become the interest inducement point, but what kind of books to give away needs to be considered in combination with the purpose of the event, the population and the needs of the population.

Based on the "interest inducement points" of the event, we design a series of event materials such as event theme, packaging copy, promotional posters, etc. For example, for a book giveaway for management, we need to consider the industry, team management, and content authority from the perspective of management. For example, when we recommend books on " growth hacking ", we need to highlight the endorsement of international giants such as Google and Facebook who use growth hacking. The copy packaging can highlight keywords such as low cost and rapid growth. The selection of books is more suitable for industry trends and concepts.

For books on "growth hacking", when promoting them to basic markets/operators, it is necessary to highlight keywords such as improving efficiency, rapid growth, and completing KPIs. The choice of books is more suitable for practical keywords.

Summary: Maintain the integrity of the activity through "interest inducement points". The most important thing in planning a marketing promotion activity is to find suitable interest inducement points. The interest inducement points should be related to the needs of the target users . When designing the overall theme and promotional materials, highlight the demand relevance and maintain the integrity of the activity.

Source: Zhuge iO Data Coach