Taking shopping mall activities as an example, analyze how to carry out offline activities!

It's really a coincidence that these days, various festivals are superimposed on each other, including 618 , Dragon Boat Festival , Father's Day and the World Cup . If I had to say what the operation likes most, it would be festivals, because festivals give us an excuse to hold activities.

But when so many activities are suddenly superimposed on each other, I feel a little confused. I can’t write 618 as the first activity, Father’s Day as the second activity, and the World Cup as the third activity... If I write too much, users won’t be able to find the key points and the effect of the activities will be greatly reduced.

Therefore, smart operators will choose one or two festivals as publicity gimmicks.

I went to a shopping mall yesterday and thought that since 618 is coming, offline and online activities should be synchronized, and there will also be festival activities. But after I got there, I found that there were activities, but the gimmicks were all ball~ball~ball.

Here I list several offline activities and analyze them from the perspective of online activities. If the offline boss wants to increase recharges, what kind of activity plan should he make?

The article contains the following contents:

1. Shopping mall offline activities introduction
2. Activity ideas analysis
3. Comparison with online activities
4. How to organize offline activities

1. Introduction to offline activities in shopping malls

The shopping center has a total of 8 activities this time, the details of the activities are as follows:

Activity 1: Crazy Football Games (increase payment rate)

Activity content: Spend more than 68 yuan to get a level-breaking card. After passing one level, you will get a cool fan. After passing three levels, you will get a cartoon football.

Activity 2: Win big prizes and party with the world (increase fun)

Activity content: Participate in the big screen shake, and the top ten will receive rewards.

Activity 3: Tablet Domination Competition (to increase the fun)

Activity content: The team of 5 people who can hold the plank the longest will receive a reward.

Activity 4: 10,000 store gifts ( new customers )

Activity content: Forward the article and receive a speaker in the store.

Activity 5: Smash the golden egg to win an ip honeX (recharge)

Activity content: Spend more than 618 yuan and get a chance to smash a golden egg, 100% chance of winning.

Activity 6: Members’ super value redemption (promote consumption)

Activity content: Points can be exchanged for items at a 50% discount.

Activity 7: Members are the most important (new members)

Activity content: Join as a member and get a box of tissue paper

Activity 8: Discount activities of various merchants (recharge)

Activity content: Collect and publish discount activities of merchants in the shopping mall.

2. Analysis of activity ideas

As an ordinary consumer, I am a little overwhelmed when I see this activity, because there are too many activities and there is no clear focus. We will analyze it based on the activity ideas of the game , and according to the importance of the activities, let's look at their ideas from attracting recharges to attracting new users.

• Recharge activities: There are two, one is the 618 consumption activity, and the other is the discount in stores, such as 50% off, recharge 100 and get 100 back.
• Activity to increase payment rate: There is 1 activity, with a consumption of 68 yuan or more, you can participate in the level-breaking activity.
• Consumption promotion activity: There is 1 activity, 50% off points can be exchanged for prizes.
• New customer acquisition activities: There are two. Forward the information to friends to the store to receive a speaker and join the membership to receive free tissue paper.
• Add interesting activities: There are 2, shake and plank activities.

Thought Analysis

This classification is much clearer. The focus of the event is the 618 golden egg smashing event and the 50% off event in each store. These two events determine the consumption amount of the entire shopping mall during the Dragon Boat Festival holiday. Other activities are auxiliary. If you only do a recharge activity, it will seem inhumane and full of the smell of money.

The idea of ​​the activity is: use new user acquisition activities to lock in some users - use interesting activities to create a participatory atmosphere - use recharge activities to encourage users to consume . Activities to increase the payment rate are just to satisfy Xiao R's sense of participation. Looking at their prizes of 68 yuan or more, they feel that their attitude towards this activity is dispensable.

3. Comparison with online activities

I compare online activities with game activities, because games are mainly supported by activities. If there are no activities in the game, it only means that they have not yet recruited an event planner .

1. Activities are all done for a purpose

Whether it is an offline activity or an online game activity, whether it is an activity during festivals or weekends, there is a purpose behind it. The purpose of the activity is nothing more than to increase revenue, increase AR PU, increase payment rate, increase activities and attract new customers.

Therefore, when we see a variety of activities, if we analyze them in depth, we will find that they are all related to the above purposes.

Here we are talking about pull-down recharge, and pull-down recharge is available for every activity. The essence of pulling recharges is to overdraw users' consumption. For example, the transaction volume on Double Eleven Day always breaks records. In fact, the shopping demand before and after Eleven Day is accumulated and then explodes on the day of Eleven Day. The decline in performance after Eleven Day explains everything. The same is true for the game's recharge activities. After each activity, there will be a few days of sluggish period.

From another perspective, the 50% off promotion in offline stores may bring additional benefits compared to games. For a single store, a 50% discount can not only increase recharges, but also help attract new customers.

Think about this: people strolling around a shopping mall see that this store is having a 50% off sale. They may have never thought about eating there before, but because of the discount they are converted into customers, unlike games where those who pay are highly sticky users. Users who convert for the first time at the store because of a 50% discount may come back to the store later even when there are no promotions, if they are satisfied with the taste.

2. The forms of activities should be diverse

This online activity is the same as the offline activity. The game focuses on the difficulty of development, while the offline activity focuses on material production. In previous games, when encountering the Dragon Boat Festival, Mid-Autumn Festival, and Spring Festival, the elements of the festival would be made into the UI and put into it, and the output would be put together with rice dumplings and moon cakes, so that materials could be obtained during the entertainment process.

There are also various forms of offline activities. For example, among the 8 activities above, the shaking and plank activities are not daily activities, but are specially designed based on the gimmicks of the activities.

For example: National Day activities, May Day and National Day are the peak times for game recharges, and it is also the opportunity for offline stores to make money. During the National Day, games will launch recharge rebate activities, and they will do this every time. After a long time, users' aesthetic tastes have become fatigued. For example, the 618 golden egg smashing activity mentioned above, when put on Double Eleven, becomes a 1111 golden egg smashing activity, which is the same thing in a different name.

My suggestion is to be flexible and use a variety of styles to attract recharges without difficulty in understanding. For example: When I was doing a course activity before, I did an activity called "You listen to the class, I will give you a book". If you want to listen to the class, you will definitely have to pay, but we are starting from the user's perspective. You may not learn well after listening to the class, and reading the book will be more effective. For us, we make money, and for the users, we get benefits.

3. The evaluation methods for the activity effects will be different

After each activity, the game will summarize the results of the activity to see whether it has met expectations and whether there are any reference points for the next activity. Offline activities may be different. First of all, new data needs to be collected. For a shopping mall, the daily flow of people should be counted, which requires a facial recognition system.

I speculate that current shopping malls are not equipped with these, so it is impossible to count new data, that is, how many users came here for the first time during the Dragon Boat Festival, and how many of the users who came here came 10 times, 100 times, and so on. There are tracking points in the game that can be counted, but there are no tracking points offline and no data.

Offline activities can be simply analyzed with the help of new media , such as: membership system, new public accounts , etc. Among the above 8 activities, 3 were completed online. Based on the results of the 3 activity data, we can infer whether the effect of this activity has met expectations.

For example: In the shake activity, users on site at 18:00 join the shake competition, and the user who shakes the most times within the specified time will receive a reward. Coincidentally, I was there at 18:00 and saw that there were 58 participants (displayed on the big screen). I remember that last time there was a similar festival, there were 200 people participating in the event.

From this data, we can actually see that the number of people brought by this event has decreased. Why has it decreased?

The reason is very simple. Less than 1 kilometer away from this shopping center, a new shopping center integrating food, drink, entertainment and fun has recently opened, which will naturally attract some traffic. This is the time to test their operational capabilities. Traffic is limited. How can they capture more traffic?

The answer is exposure. How to get exposure?

4. How to carry out offline activities

1. Have a global perspective and activity expectations

Just like doing online activities, when we want to do offline activities, we should first have a rough framework of the activity and the expected effect of the activity after going online. According to the purpose of the activity, we should have more than 4 activity forms in mind that can be used immediately and effectively.

If it is a novel form of activity, you can discuss the plan with colleagues after it is completed, and then launch it after optimization. For example: What kind of activities should we do during the upcoming Chinese Valentine’s Day? What effect can be achieved after going online? This can be said directly and written into the plan.

2. Good event execution is the basis for event success

We often see some activities that make the news, such as: guests being turned away, fans being unable to see their idols, conflicts caused by the chaos at events, etc., all of which are caused by poor execution. One is that there was no anticipation, another is that there were emergencies that were not handled properly, and the third is that the people who were in charge of executing the event were very poor.

I participated in an offline crayfish eating event before. I went to find the organizer to claim the prize, but I couldn't find anyone because the number of people at that time was far greater than expected. The staff were very busy and had no time to check their phones. I didn't pay attention to the feedback. I didn't receive a message from the other party until the event was over, but it was too late. I will never go again next time.

3. Successful offline activities are the result of teamwork

A person's energy is limited, and it is impossible to be responsible for everything, including traffic generation , customer service, and working part-time as a mascot. An offline event requires multiple people to cooperate with each other. Some are responsible for reception, some are responsible for explanation, some are responsible for redemption, etc.

Before the event begins, arrange people and make clear everyone's responsibilities. During the event, coordinate the work of all parties, and you can ensure that an offline event has a successful outcome.

Summarize

The above is an expansion of several activities held by the shopping mall near my home during the Dragon Boat Festival. As an operator, you will find that operators can be seen everywhere in life. The red envelope sharing for ordering takeout is done by operators; the buy one get one free in the store is the idea of ​​operators; the cartoon football given away for purchases over 68 yuan is decided by operators.

Operations are everywhere in life, so I am proud to be an operator!

The author of this article @老虎 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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