Prepare for Double Eleven: 4 Case Studies to Help You Create the Best Event

Double Eleven will be coming soon. Various industries will be affected by this and may need to launch platform activities. I hope this article can bring some inspiration to you. Welcome to subscribe and forward.

Activities are common, but good activities are rare.

What makes a good activity? What I say doesn't count, and neither do yours. The data counts, and it can truly and effectively determine the achievement rate of activity objectives/month-on-month/year-on-year based on the floating range of the interest rate.

However, outsiders usually cannot obtain this data, so does that mean they are unable to identify it?

Not entirely. We can still use the following aspects as reference: number of reuses, usage time, user discussion, personal judgment, etc.

Based on this, this article will pick out the best activities in scene guidance, coupons, monthly, and creativity based on personal APP usage experience, analyze and find the principles behind them, and gain thinking and inspiration from them. As usual, it will be carried out as shown in the mind map.

(Note: The analysis targets recent activities of each APP)

1. Use scenarios to guide the best

Take Ele.me’s super membership as an example:

1. Overview of the activity format

As shown in the figure, Ele.me's membership mechanism is very simple. Its early membership benefits were that members could enjoy two free delivery fees per day. However, with the increase in daily orders and the need for cost control, it was soon changed to red envelopes. It is speculated that their membership loss is relatively large. On the one hand, the benefits have shrunk seriously after the reform (I am also a member who has withdrawn from the membership). On the other hand, free red envelopes such as lucky red envelopes and old customer recall red envelopes are homogenized with member red envelopes, which will reduce the attractiveness of super membership.

2. Scenario-guided optimal analysis

The reform of member benefits did not pose a problem for Ele.me’s operations. They placed members in several scenarios where they were most likely to be activated and provided appropriate texts. Only people with excellent control could hold on to them through their repeated sales pitches.

Let’s take a look today at how Ele.me uses scenarios to guide customers in the best way.

1) Home page mask

Location: Dynamic, top of home page

Copywriting: Current Marketing + Benefits

Display: mainly copywriting

2) APP homepage

Position: Static, thumb-dominant pull-down position

Copywriting: direct guidance + interest points + current marketing

Display: Color highlight

3) Business homepage

Position: static, top of store

Copywriting: Benefits + Thresholds + Guide Buttons

Display: Color highlight

4) Payment page

Location: Static, below the payment amount

Copywriting: Direct guidance + current interest point + interest point 2 + check button

Display: Integrate order style

5) Personal homepage

Position: static, middle of the page

Copywriting: Direct guidance + interest point + interest point 2 + interest point 3

Display: Key words highlighted in color

In summary, guidance on how to become a member is provided in all possible behaviors of Ele.me users. Moreover, as the needs of users in different scenarios change, the location, copywriting and display focus also change accordingly. For example, the primary information users receive on the homepage of the APP is "Start to receive a 20 yuan red packet per month", while the primary information users receive on the merchant's homepage is "6 yuan red packet with no threshold". The difference is very subtle.

In the homepage scenario, the user's mentality may be "I want to order XXX" or "Just take a look and decide", so the platform will first tell you what's in reserve; in the merchant scenario, the user's mentality changes to "I want to order from this one" or "Let's see what delicious food this one has", and the platform will tell you at this moment that there is also a 6 yuan red envelope to further stimulate orders, which is a good example of scene guidance.

3. Key points for operators

1) Scenario-based marketing has a subtle and silent effect

• Applicable types: products/services that are not essential to users, long-term functions/services, main profit projects
• Note: Focus on user needs, focus on different scenarios, multiple elements can be configured (copywriting, pictures, etc.)

Scenario-based development means embedded development and long-term presence in the APP over a period of time. Its impact goes far beyond general activities and generally requires the intervention of products and technologies involved in APP planning. Therefore, whether this demand is proposed by operations or products, careful consideration must be given to the applicable types and precautions.

2) Focus on user needs for scenario-based marketing

User needs are relatively broad content, but we can still narrow it down to "the primary need at this moment in this situation." For example: A suddenly wants to go to the toilet at a tourist attraction. At this time, there are several things that A needs - a toilet, a route to the toilet, and paper towels. So what is A's primary need? There is a toilet, and everything else is just an appendage after the "toilet". Using this idea to consider the focus of our scenario setting can maximize the significance of scenario setting.

2. Best use of coupons

Take Taobao’s coupon distribution activities during various festivals as an example:

1. Overview of the activity format

Combined with your own participation experience, whether it is the historic "Double Eleven" or the distinctive "Creation Festival" and "New Force Week", under these themes, the activity process is actually "get coupons" - "browse products" - "use coupons to shop" or "browse products" - "get coupons" - "use coupons to shop". The point worth analyzing is that Taobao has done a good job in being simple and effective, which is worth learning from.

Of course, it also does a good job in advertising, scenario guidance, preheating, etc., but we only analyze the most core part of coupon issuance here.

2. Analysis of coupon issuance activities

It is enough to master these three key points: "how to issue", "how big to issue" and "how much to issue". They correspond to how users can remember this coupon, how to set the threshold of this coupon to stimulate users to consume and how to get users to consume as much as possible. Let's see how Taobao does it:

1) How to send

Users use their points to draw cash coupons with one click. There are several key points in this process: let users remember the coupon, keep the steps simple, and provide guidance in multiple scenarios.

The most important thing for "making users remember this coupon" is whether it occupies a place in the minds of users. Being remembered is a guarantee of use. What is certain is that if we want something to be remembered, there must be a memory point, such as "this coupon is obtained by paying a certain amount of behavior", "this coupon is very cost-effective", "the process of obtaining this coupon is very interesting", etc. These points that can be remembered and recalled by people do not necessarily mean the more memory points implanted, the better. At the same time, simplicity of operation must be taken into consideration.

2) How big is the hair?

Do you know: Which price range on Taobao has the most consumers? Which denomination is most popular among users? When are users willing to spend more?

Taobao has its own answers to these questions:

The 200 yuan purchase is the most popular, 199-20 yuan is the most popular, and users are willing to spend more money on Double Eleven (the coupon threshold is raised to 300 yuan)

So the truth behind these questions is: What is the price range that the target users consume most frequently? What is the face value of the coupon that can attract users while being within an acceptable cost range? During which time periods are users more willing to spend money, and how much more are they willing to spend?

Finding the answers to these questions will reveal the technique of setting up coupons;

What if I can’t find it? Try many times to find the answer on your platform.

3) How much to send

There is no upper limit on the number of coupons an individual can receive in Taobao activities (the limit on the number of points redeemed is not taken into consideration), which means that your personal spending limit is determined by yourself. In many cases, there are two dimensions of "how much to give out": the total amount and the maximum amount per person, which correspond to the performance ceiling and personal consumption ceiling of the activity.

3. Key points for operators

1) The key is to keep the coupons simple

When we learn that user patience is at an all-time low, and that it is very difficult for anything to gain a place in the user's mind due to the development of the Internet and information, we can understand the power of simplicity. Similarly, when designing a coupon earning form, how can it be simple and effective? I personally think that the following points can be summarized: 1. The fewer steps the better, that is, the fewer clicks the better; 2. This step needs to be implanted with a memory point, which can be social currency, incentives, emotions, publicity, practical value, etc. (The expanded meanings of these nouns can be found in "Contagious" - Jonah Berger).

2) The threshold for setting coupons is based on the standard of “maximum”

Let go of reliance on past experience, and base your decision on actual data. Be 100% clear about which range of users consume the most, and set the coupon threshold based on the following rules: 1. If the event is strong, take the highest value in the range as the threshold; if the event is average, take a lower value; 2. The larger the coupon face value, the better, provided that costs are controllable. This can be determined through industry references, small-scale tests, questionnaires, etc.

3. Best monthly activities

Take the monthly activity (rights redemption) of CITIC Credit Card (Dynamic Card Space) as an example:

1. Overview of the activity format

In each natural month, users can obtain benefits by swiping their cards and participate in a monthly activity to redeem prizes at a fixed time every day. It is worth mentioning that the prizes redeemable by CITIC are relatively valuable and generally applicable, such as large cups of Starbucks, JD discount coupons, Haagen-Dazs, Burger King meal sets, and Steam Kung Fu meal sets.

It is common for each person to have several credit cards. In a credit card environment where points are the main activity, CITIC's monthly activities can be selected by users in order to obtain benefits when they choose which card to use. This is the value of the activity.

2. Monthly activity analysis

Before the analysis, we first clarify the general form of monthly activities, which are repetitive activities carried out on a natural month basis, in line with the platform's business model to assist in achieving the goals of the month.

1) Activities that fit the business model

One of the characteristics of credit cards is that the consumption cycle is based on the natural month. The user's consumption is where the value lies, and the more they consume, the greater the value. Based on this, monthly activities are very suitable for this cyclical product model. Once such activities are established, they can be reused over a period of time to cultivate user behavioral habits. After the habits are formed, they can be used as an effective system.

2) Highly competitive prize setting

The intensity of the monthly activities of CITIC Credit Card is higher than that of similar credit cards. At the same time, compared with the points redemption activities commonly used by credit cards, the redemption threshold is extremely low. The user's intuitive feeling is that the vested interests are greater. The form and intensity of this activity are more likely to capture the user's mind and leave the impression that "CITIC Credit Card's monthly activities are very good."

3. What operators can learn from this

1) Periodic activities help cultivate user habits

It is even more necessary for consumer products to carry out periodic activities, and based on the characteristics of the product, the periodicity can be viewed from two aspects. First, the product itself has cyclical characteristics, such as credit cards and mutual finance; second, if there are periodic performance goals, you can set up activities with the same frequency as the platform, such as e-commerce.

2) Periodic activity reward settings need to be differentiated

The role of differentiation is to leave a deeper impression in the minds of users and help form habits. 1. Compared with existing activities on the platform, there is differentiation in form or rewards; 2. Compared with homogeneous products on the market, there is also differentiation in form or rewards.

4. Best Creativity

Take the platform activities of China Merchants Credit Card (Life on Palm) as an example:

1. Overview of the activity format

The best activity creativity of China Merchants Credit Card is evaluated based on the past and current activities of the platform. There are many worth referring to. Here we only list the current activities and the activities that have left a deep impression in the past. If you are interested, you can put them in your respective activity observation list.

Activities 1 and 2 both reward users for card and cardless consumption. Activity 3 was from a long time ago and I have a deep impression of it. I have forgotten the specific thresholds and rewards, but I still remember the form of the activity. Not only that, there are many types of activities in Palm Life, including rewards triggered after consumption, activities to guide consumption, points games, etc. In terms of creativity, it is original and worth learning from.

2. Analysis and reference of activity creativity

1) Creative analysis

Given that there are many forms of activities, we cannot expand the creative analysis of one activity to all activities. Here we only need to grasp the answers to two questions.

1. Why do we need new forms of activities?

As the ancients said: "The first time is a great success, the second is weaker, and the third is exhausted." Similarly, the same activity is very useful the first time, the second time, and the third time is useless. Users always like activities that they have never seen before and that can arouse their curiosity. For example, in Alipay’s lucky draw event, are you less and less willing to participate every year?

2. What kind of activity ideas are worth learning from?

Those that are consistent with the purpose of the activities you want to do are more worthy of reference.

2) How to learn from

First, let me ask whether the activity format is copied or borrowed? I think no one should answer "copy it", unless he really knows nothing about the activity. When we look at an activity, we should look at its essence through a perspective. Take activity ideas 1 and 2 for example, what are their main purposes? It allows users to swipe their cards more frequently. How can you tell? Threshold setting. If today's activity becomes that for card consumption ≥ 10,000 yuan, you can receive a repayment red envelope of up to 8,888 yuan, then the main purpose becomes to encourage users to spend more. When we are clear about our purpose, we will have an accurate grasp of the reference for the activities.

3) A complaint

When it comes to referring to Palm Life, just focus on the creativity; when it comes to user experience, don't refer to its entire process - because it's too complicated.

The complexity mentioned here refers to "too trivial": when I received 7 text messages and push notifications after making a purchase, I thought it might be a disturbance; when I drew more than 10 repayment red envelopes, but could only use one at a time, and in order to use most of the red envelopes with a denomination of 0.1 yuan, I needed to repay multiple times, and there was no one-click stacking function, I thought I would give up those red envelopes to save trouble.

Summarize

This time, by analyzing the best scenarios, coupons, monthly, and creative activities in personal usage experience, I want to, firstly, understand the mechanisms of these activities by analyzing what is good about the form; secondly, by exploring the principles behind them, I can have a basis for reference in my personal operations work; because the analysis are all the more commonly used by individuals, there may be some incompleteness in the "best" list. Friends are welcome to add me on WeChat and give me more information.

Source: Lexington