6 common pitfalls in operating activities. Have you encountered them?

A few days ago, I posted a brainwave, and then... a lewd topic was started that day, called:

#What is the worst operation you have ever done? #

As a result, I received several very interesting replies. I would like to summarize the activity pitfalls in these cases. You can laugh at the stories, but be careful not to fall into the pitfalls.

Pitfall 001: The channel is not strong, and the operation is in a mess

Episode 1

For the New Year's Eve new user acquisition activity, the channel had not been tested before, resulting in a two-day delay in posting the article, which also coincided with the holiday... In the end, the new user acquisition activity became an "activity for old users". At the same time, the proportion of the award setting was too low, which also had an impact.

This is a sad story, the sadness is that:

1. The original purpose was to attract new users, but due to the dual influence of channel testing and time nodes, it became to attract old users to be active. It can be said that the purpose of the activity was completely changed.
2. The original rewards for attracting new users could not cover the scale of old users, so the effectiveness of the event was compromised.

To solve this kind of pit, as the eyewitness said:

After experiencing such an incident, I have to personally attend to every detail of every activity and double-check to prevent tragedy from happening again.

Episode 2

The past is too painful to recall. Last month, we did a scarecrow-themed promotion activity for a tourist estate. It was divided into two channels. The offline promotion was carried out through traditional advertisements such as radio, subway, and bus. The online promotion was based on the WeChat public account to get a half-price coupon. The result of the activity: less than 200 people participated on the first day.

This is a story even sadder than the last one. because:

Traditional channels are not very effective, and online channels probably lack the influence of official accounts , or the copywriting is not attractive enough, so there are few reposts.

If you want to avoid this pitfall, you actually need to figure out the fundamental questions like "where are the users", "what do they want", and "what channels do they usually use to receive information". Only then can you achieve this goal.

Radio is more often an access channel for car owners and the elderly. Office workers on subways and buses are usually phone-dwellers and will not watch advertisements. However, if the space in public transportation is so crowded that people cannot lower their heads, then they will not be in the mood to watch advertisements. As for the official account, I think the editor should be punished.

Pitfall 002: The strategy is too grand, and the execution is fatal

Episode 3

Two years ago, the game operation activity, led by the leader of the high-sounding "Film and Game Interaction", implanted movie ticket sales in the game , but the final purchase was zero. The reason is, third-rate games + third-rate movies, who would pay for them?

I think this kind of thing will happen to most people, but not necessarily in this industry or in this form.

The reason why leaders are leaders is that they usually have a higher vision and can stand further. The advantage of being able to see far is that if you happen to find the right wind, even a pig can fly into the sky. However, if you get tired of standing on the top of the mountain and decide to pee against the wind, you will probably pee all over yourself.

There is no way to avoid this kind of pit. The only thing to do is to step into it bravely, then take the initiative to summarize and realize that the product is 1, and operations and channels are just extras.

God's Pit 003: I have never been there, but my imagination is always beautiful

Episode 4

I think it was an attempt. We were making a Mandarin learning app. We had been doing online operations before. Later, we thought about trying offline promotion on campus. After all, there are still many college students who use our software. So we put up advertising pillars in the cafeterias of various universities in Hangzhou. After a month, the result was... not a single conversion ...

Brother Liang has always said that the way of playing online is different from the way of playing offline.

You may be able to succeed by just playing around online, but offline you may rack your brains and still not understand what users want.

For this case, the touchpoints are taken for granted:

1. The cafeteria has a large flow of people, so the exposure effect of the cafeteria's advertising column will be good;
2. Users all use us, so they should feel familiar when seeing our posters.

But in fact, although the cafeteria has a large flow of people, their stay time is not long. Most of the students who enter the cafeteria are hungry and want to eat. They queue up, chat and browse their phones. Who has time to pay attention to the advertising pillars? !

In fact, it is better to find two students and tell them that for every classmate they bring in, they will be given 10 yuan for meals. At least there will be conversions.

Shen Pit 004: Hotspots are a good thing, they can bring in traffic

Episode 5

Last year, we spent 70,000 yuan on new media for an event to take advantage of a hot topic, but it brought in less than 100 registrations and 1 conversion. Do you still want to fall into the trap of new media? A year has passed and I don't dare to do anything like this anymore

For new media channels, the Matthew effect is very powerful, and the type restrictions are also very powerful. If you take advantage of Brother Liang's popularity and invest in books by Xu Ye and You Can, that's fine, but if you come to me and invest in cosmetics, that's a bit weird. It would be better to let Mimi Meng complain about how haggard the damn life makes beautiful women. Women should be nicer to themselves. Why don’t you chop off your hands right away? I guarantee that the effect will be a thousand times, ten thousand times better than mine.

The same is true for hot spots.

The first one to chase is awesome; the second one to chase is funny; the third one to chase is stupid...

If you don't even know how many times you have followed a hot topic, it proves that you must be an even idiot (Nth power) more stupid than the idiots who are even more stupid.

Therefore, if you want conversion, sometimes you don’t necessarily have to chase hot topics. Instead, it is easier to find the user’s pain points and itch points.

Think about "Drink Red Bull when you are thirsty and tired!", think about "If you are hungry, have a Snickers!", think about "If you are afraid of getting a sore throat, drink Wanglaoji !"

God's Pit 005: You think what you think is what you think

Episode 6

I have previously worked on an activity-based product that featured a weekly hotel limited-time sale. It attracted users through low-priced hotel resources and used some discounted products to guide users to convert and purchase. In the end, the product only achieved traffic diversion in each issue, but failed to achieve conversion, and the product sales were terrible...

This actually shows a misunderstanding: as long as the hotel price is low, users will book a room.

Actually, no.

People will just be curious, why is the room rate of a hotel so low?

Is the environment dirty and messy? Has someone died in the room? Is it true that drinking mineral water is more expensive than the room rate?

Even though many people are happy to take advantage of hotel benefits on their credit cards and get a bargain, they would still be afraid if they were given a low-priced room.

Therefore, it can attract curious people to come and see why the room rate is so cheap, but if they really want a room, I'm afraid people would still prefer to trust big companies and big brands.

After all, for humans, the fear of the unknown is what is scary - such a low price, you must be kidding!

Pitfall 006: Risk control is everywhere, but the key is that you can’t remember it

Episode 7

An offline technology sharing event, 130 people registered and more than 60 people showed up. I was originally planning to attract new customers, but it ended up being an exchange with old customers. PS: I bought 120 bottles of water and they were all gone. Who touched my Nongfu Spring water? It’s a little sweet.

This reader writes very talentedly, and I believe many people will laugh happily after reading it.

This is still a problem that is different online and offline, but at the same time it also exposes the problem of "risk control" that many people ignore.

60 people and 120 bottles of water, which means 2 bottles per person. So, are these bottles of water designed to be freely available? If so, you can't blame others. If not, is there any way to limit the over-use of water?

There is a risk control strategy here. For example, water can only be collected when entering the venue with an admission ticket. The excess water will be taken away directly and not exposed anywhere. For example, the water is placed next to the speakers before entering the venue. After the show starts, the excess water is collected in front of or at the side of the speaker. If you want to get water, you have to run to the speaker in public.

Many times, risk control is not necessarily about methods, sometimes it is actually an attitude towards doing things and the ability to control details.

Closing Statement

I believe that every operator will encounter all kinds of strange pitfalls on the road. These pitfalls will bring many consequences that we don’t want to see or think about. Using other people’s pitfalls to fill your own road is actually a good choice.

So, think about what I said before, Brother Liang really never talks about success stories, and rarely does in-depth analysis, and the reason is very simple.

It is easy to be wise after 20 years. Actually, anyone can do it. The problem is whether you can successfully remember these pitfalls and avoid falling into the same pit again in the future. That is not something that everyone can do .

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