5 Black Tricks for Event Operations: How to Make Event Operations More “Attractive”?

Below I will briefly tell you about the black techniques commonly used in activities. Many large companies are also constantly using these black tricks, and few people say them directly. I believe that many readers have been "tricked".

But let’s be patient for a moment. Let’s start with the user’s information cognition:

The first logic: People’s perception of information is emotional

People tend to receive the emotions brought by information rather than thinking about the rationality of the information, and even if there are logical loopholes in a proposition with a little thought, most people still find it difficult to detect.

Let’s take a simple example, let’s first look at this title : It’s terrible that no programmer born in the 1990s lives past the age of 30!

Many people will be deceived by the emotions brought about by this kind of title. First, it gives you an "it's terrible" feeling, which makes others have an emotional prediction about the following information. Then, it says "no programmer born in the 1990s lived past the age of 30", which seems to be heavy news. In addition, it adds the label "programmer", which makes you have more specific associations. Then many people will be involved in this emotion and feel that this is indeed a terrible thing. But in fact, few people would think about it. People born in 1990 are not even 30 years old this year.

Such emotions control users and also bring forwarding and traffic . This point can actually also be utilized in the expression of information in event operations .

The second logic: People’s perception of information is linear

People's acceptance of information is linear, and in most cases it is a one-way interaction. A slight detour or setting some thresholds will block a large amount of information transmission.

I believe everyone has been shopping, and we often find that even the small streets and alleys next to the pedestrian streets with the largest flow of people are still deserted. It is very likely that if a busy road turns a corner, the number of people will drop exponentially. The same is true for our acceptance of information. As long as we set a slight threshold, such as a one-click jump, we will block nearly 90% of the traffic.

Knowing the above two points, we can use some techniques of different activity information settings to guide user behavior . As an operational activity, you need to prepare three levels of content. From the perspective of user reach, it can also be seen as an inverted triangle model:

Traffic information: strong exposure

External direct information is mainly used to attract channel traffic. According to the emotional principle and the linear principle, copywriting with strong interest association is usually used. If it is a sales activity, "free", "only" and "earn" are commonly used words.

This section mainly has two functions: 1. Attract user attention; 2. Point out user benefits

Main information: Light experience

The main activity information is also the part where users stay the longest. This part does not need to emphasize the benefits too much, but should optimize the activity experience. This is more of a test of the product copywriting skills.

If it is an online activity, how to eliminate the user's waiting anxiety through information optimization, how to enhance the interaction with the user through pictures, and how to lower the user participation threshold through the setting of activity links, these are all problems that need to be solved in the main information of the activity.

Hidden message: cost control

Hidden information is the cost control center of event operations. It is a mechanism setting calculated through a cost-benefit model. It usually contains information on thresholds such as forwarding and sharing, and reward restrictions. Simply put, it is the "pitfall" in the event.

Because the descriptions of this information are mostly set on the second and third level pages, according to the linear principle of cognition, most of the participating users will not study it carefully. Just like when we check the user license agreement, we don’t study the specific terms carefully, we just check “Agree”.

Some shady tactics used by some activity operators are more likely to play tricks on this level. Here are some simple examples:

Trick 1: Hiding threshold information

This routine can be called "issuing coupons, but not stating the threshold for using the coupons."

You can see benefits being distributed everywhere on the Internet. There are benefits to be distributed wherever there is an event. However, some activities offer benefits to promote activities, while some activities offer benefits to make you spend more money.

For example, you can get a 10-yuan coupon with no threshold, but the threshold for using the 10-yuan coupon will rarely be told to you in advance. Maybe the 10 yuan coupon can be used when the purchase reaches 100 yuan, so the user is not actually "getting a bargain" much. To take a step back, even if the 10 yuan coupon has zero threshold, it can generally be made up for by the threshold of "free shipping for purchases over XX yuan".

Of course, you can also combine many coupons. For example, if the promotional material says "get a 200 yuan coupon for free", it may actually be "2 10 yuan coupons + 3 20 yuan coupons + 2 60 yuan coupons", and the usage threshold of each coupon can be set separately. In fact, after calculation, the discount is not as big as you think.

You can also use some tricks, such as "5 yuan for a 300 yuan coupon", so that users can pay 5 yuan to get a coupon combination. After the user spends 5 yuan, even if he finds that there is a certain usage threshold after receiving the coupon, the probability of him using the coupon is greatly increased. Even if he does not use the coupon, you have earned 5 yuan, right? Does it feel like a sure win?

Trick 2: Hiding cost information

This routine can be called "big lottery, but the lottery consumes points."

Everyone must have seen the lucky draw wheel, but there are usually conditions for the draw, or there will be a high probability of "thank you for participating", which are all common routines.

However, we can set a “100% chance of winning” and publicize it. Of course, the premise is that it takes XX points to draw a prize.

For example, the minimum prize is 20 points, and it takes 10 points to draw a prize. This means that users can only get 10 points by drawing a prize once, which greatly reduces the cost. You can measure and set this numerical ratio yourself. Users may only discover that points are required to participate in the lottery when they check the details themselves.

In addition, the rules of your lottery should be made public in advance, otherwise it would be too unfair and will lead to many complaints. But you don’t have to worry, most of the participants will not read the rules, they will just press the lottery button. This is the art of “the final right of interpretation belongs to the event organizer”.

Trick 3: Hiding fission information

This routine can be called "giving cash, but not mentioning the threshold for cash withdrawal."

This is even more powerful and can be used together with community fission. Cash is the biggest driving force. You can get red envelopes by forwarding messages, or by setting any threshold to get red envelopes. Do you think it is so easy to get red envelopes? There is no such thing as a free lunch.

Giving cash red envelopes of a few cents or dimes is meaningless nowadays, but many people still enjoy doing it. What’s even more ruthless is that they set thresholds for cash withdrawals.

For example, you received 3 yuan in cash by forwarding, collecting, or giving it as a gift from a purchase. Do you want to claim it? I'm sorry, our withdrawal threshold is 10 yuan, and you can only withdraw 3 times a day. What's more terrible is that the withdrawal will be credited to your account within 7-15 working days. Are you going to collapse?

There are also things like group buying to get cash and limited time redemption, which increase the threshold for cash redemption and withdrawal. In short, cash red envelopes are toxic!

Trick 4: Hiding process information

This routine can be called "saying it's free, but not telling you that you need to forward it."

There is no free lunch in the world. Basically, everything you see as free is not free. This is more common in Internet activities. Remember, real promotions are created with real money from the brand .

Offline, you can get gifts for free, but you have to scan a QR code . This is also a common trick. With the cost of a small gift, you can get a user. Isn’t it a very profitable thing?

The same principle applies online. Take the common information distribution through public accounts as an example. They first attract you by offering free information. Then when you follow or add the customer service number, you will find out that you need to forward or take a screenshot in order to receive it for free. What if you don’t share it? It doesn’t matter, you have already followed his official account or added his customer service account.

Trick 5: Hiding inventory information

This routine can be called “super low price, but you can never buy it”.

This routine has been used offline for a long time, especially for high-value goods. For example, the price of a property in Shenzhen called XX is as low as RMB 5,000 per square meter. But when you ask, you find out there is only one unit and it has been sold. The others are all priced high. But you have actually received the product information.

The same goes for online activities. I believe 100% of people have had this experience: searching for a product on Taobao and finding a merchant selling it very cheaply. But when you click in, you see that the product accessories and the product are placed on the same page. The system automatically displays the lowest price, which attracts you. Then the merchant has more traffic, so his sales will naturally increase, but his products themselves may not necessarily be cheaper than others.

The trick is to first attract you with a low price, and then after you do some research you find that you can’t buy the low-priced product at all, or it’s not what you want, so you just take a look at their other product information. This is the weakness of human nature.

The five points mentioned above are all black tricks in event operations, which are common in various online and offline activities . I believe you must have fallen into these tricks! These are actually some small tips in the actual operation process, especially in terms of traffic growth. I hope they are useful to everyone.

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

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