When doing promotion, how can we achieve systematic thinking and rhythmic control?
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This article will explain from the thinking level: How to achieve systematic thinking and rhythmic control when doing promotion ? But before we talk about this, let’s first clarify a confusing concept: the relationship between promotion and activities? (one) In fact, both promotions and activities are for the specific purpose of promoting maximum exposure of the promotion object, and ultimately promoting specific behaviors of the target audience, such as cognition or participation. Promotion leads activities, and activities serve promotion. As shown in the figure above, the effect of promotion also has a life cycle. Operations will inevitably involve promotions, but the promotions of many operators only stay at the "promotion effect cycle under natural conditions" as shown in the figure above. This situation is actually what we often call the lack of systematic thinking and rhythmic control in the promotion process, and they just let the promotion die on its own after it is released on various channels . The various measures and means used in promotion are to maximize the extension of the promotion effect cycle. Assuming that the promotion effect is represented by f (x), what we need to do is to maximize the promotion of f (0~G)>f (0~F). As can be seen from the above figure, we have taken corresponding measures at the two nodes B and D. Activities are one of the more important means. The measures taken at these two nodes have led to two heat peaks in our promotion and extended the entire promotion effect cycle. Therefore, the difference between promotion and activities is actually easier to understand: Of course, combined with the first picture, B~C, D~E can all be seen as a small promotion unit. That is to say, when we are doing promotion, we can achieve granular promotion. A large promotion is composed of many small promotion units, and activities are actually a form of promotion. (two) The systematic idea of promotion is: based on a specific context, clarify the purpose of promotion, establish quantitative promotion goals around the purpose of promotion, then break down the goals, and finally make the best combination of things, people, money, resources and time factors around the broken down goals. There must be a reason for promotion. It is not just for the sake of promotion. So when we do promotion, we must consider the background of our promotion. We can consider the promotion background from three aspects: Problem: What problems exist that need to be solved by promotion activities? For example, platform users may lack knowledge about the core functions of a product. Stage: What stage is our product in now? For example, a new product is launched, or a new version is released. Opportunities: What opportunities exist in the current state? For example, leveraging marketing ? As long as the background is clear, the purpose of our promotion will be easy to determine. The purpose is the core premise of all promotions. The goal is the basis for measuring the promotion effect based on the purpose. All our subsequent thinking and measures will be carried out around the realization of this purpose and the achievement of the goal. Any strategies and means that do not help achieve the goal are useless, so in the process of formulating promotion strategies and means, it is necessary to evaluate the role of this strategy or means in promoting the goal, as well as the ROI output of specific strategies and means. The goals need to be fully evaluated, clearly quantified and broken down into stages. Once we have clarified the background, purpose, goals, and promotion strategies and means based on these goals, we will then move on to the implementation of specific strategies and means. If the promotion strategies and methods you formulate cannot be specifically implemented in terms of goals, people, money, materials and time, then these strategies and methods will definitely not be implemented. This is also an important reason why many operators are often criticized for not being able to implement their promotion plans when formulating them. Based on the above ideas, when our purpose is correct but our promotion goal is not achieved, the direction and dimension of our problem analysis will be clearer. We will analyze each of the factors, namely, goals, people, things, money, resources and time, one by one. For example: Is the goal set too high? Is the staffing arrangement reasonable? Is there a problem with the execution capabilities of personnel? Are the strategies and methods reasonable? Is the budget insufficient or is it being spent in the right places? Are the resources sufficient and are the necessary resources coordinated in place? Are existing resources being fully utilized? Is the timing reasonable? Is it too early, too late, or not seizing the opportunity? (three) The key to rhythmic promotion lies in the determination of phased goals, process effect evaluation and control, and the rational allocation of promotion energy in terms of priority and importance. In order to maintain a rhythm during the promotion process and ensure the final effect, we need to consider three aspects: setting of phased promotion goals, reasonable allocation of key energy, and effective management and control of phased goals. In the setting of phased goals, a common misunderstanding of operators is to average the overall goal according to the promotion stage, which is definitely not advisable. There are two aspects to consider when setting phased goals: 1. The phased goal setting should follow the 60-40 principle, that is, at least 60% of the promotion goals must be completed in the first half of the time. The basis for this is the promotion effect cycle curve mentioned above. If we use 60% of the actual time to complete only 40% of the promotion goals, then it will be difficult to complete the overall promotion goals in the remaining 40% of the time; 2. Determine the target value for each stage based on the channel promotion strategy and the possible effects of the measures and gameplay to be adopted at each stage. A very critical point in the promotion process is the rational allocation of key energy. This is the same principle as when we make daily work arrangements and plans. We must distinguish key strategies, priorities and energy allocation. In channel selection, we must follow the 80/20 principle, that is, we must focus our attention on 20% of the key channels. Similarly, we should also focus our attention on 20% of the key strategies and gameplay. Finally, the phased goals must be achieved. If the phased goals are not achieved, we need to discover and analyze the problems, and finally take appropriate measures to solve the problems in the phased promotion process and prepare corresponding remedial strategies. If the interim goals are not achieved, we can generally consider improving strategies from the following aspects based on data feedback: Selection and use of channels and resources. Can we broaden our display channels? For push channels, can we increase the push frequency? For example, let’s take the platform’s resource positions and message center as an example. When the display time and push frequency are fixed, then we should increase the frequency of changing resource position banners and optimizing copywriting . If the banner format and push copywriting are fixed, then we should increase the push frequency and strive to display more banner resource positions. Of course, the marginal effect must be taken into consideration here. Activities and innovative gameplay. Can the effectiveness of our planned activities or gameplay be optimized during implementation? Are there any new ideas and ways to play? Specific measures to implement. Are the arrangements on each node actually implemented? In short, in the process of phased promotion, we must do everything we can while taking ROI into consideration, that is, are resources being utilized to the maximum extent possible? Are the strategies and methods optimal? Is the potential of personnel being maximized? (Four) During the promotion process, understanding the audience situation, channel attributes and rules is the key prerequisite for maximizing the channel effect. Promotion is actually about maximizing the exposure and display of the target audience. Around this goal, any strategy that can increase exposure (under the premise of considering ROI) can be adopted. In addition, we must fully consider the attributes of each channel and the recommendation or display rules of some channels. For example, if we want to do SEO , we must understand Baidu’s recommendation algorithm and ranking rules; if it is Toutiao , we need to understand the Toutiao index of Toutiao . To give an obvious example, when Brother Chao is operating the community, the mobile community homepage will recommend and display the community posts. Of course, everyone knows that the traffic on the homepage is generally large, so when we post, we must increase the exposure of the posts. We can work hard to get our posts on the homepage. At this time, you need to understand the recommendation rules of the homepage. For example, the recommendation rules of the community homepage are to assess a popularity value based on the number of views, replies, likes, shares, and ratings, and make homepage recommendations based on the popularity value. Then we can use this rule to promote posts to reach the popularity value recommended on the homepage. Of course, when it comes to promotion conversion , it is necessary to establish a conversion funnel model through data analysis . There are three directions to consider to improve conversion: Optimize copywriting to promote conversions. Whether it is the meaning of the copy, the accuracy of the expression, or the incitement of the copy, all aspects must be considered. The goal here is to hit the audience's pain points and promote the user's desire to convert. Optimization of conversion paths. The conversion path is a key factor affecting promotion conversion. Is the experience of the conversion process good enough? Is the operating cost for users to achieve conversion behavior low enough? For example, during the purchase conversion process, if we cannot find the purchase entrance for a long time, the purchase path is too long, the process is too complicated, the process loads too slowly or the submission fails, then it will definitely affect the conversion effect. Accurate grasp of target audience. If you recommend a Rolls-Royce like a loser, that will definitely not work. If you recommend sanitary napkins like a grown man and a single user, that is asking for trouble. Therefore, the accuracy of the audience is critical, such as the Taobao ’s Thousand People Page, Toutiao’s content recommendation mechanism, and the content display mechanism on many community homepages. (five) Because promotion will have a cycle of effect, we will use some activities/gameplay/means to improve the promotion effect and extend the promotion effect cycle. So for promotion activities/gameplay, we must make it interesting, playable, shareable and low-cost to participate based on the analysis of human nature. There are two aspects to consider here: How do we make it fun, playable and shareable? How to enable audience participation at low cost? The understanding of human nature is usually considered from six aspects: arrogance, voyeurism, lust, laziness, greed, and vanity. For example, the Valentine's Day wedding certificate display, the zodiac sign matching in the circle of friends , and the year-end bill of Alipay , which were once very popular in the circle of friends, all made full use of human nature and made them interesting, playable, and showable, thus achieving word-of-mouth spread and then detonated the circle of friends. Low-cost participation is a core premise that must be considered for all activities. Don’t make me think, don’t make me wait, and don’t bother me. These are the three angles that need to be considered in order to lower the threshold for user participation in activities. Of course, some people may say that due to the characteristics of the product or some objective conditions, the threshold for participating in the event cannot be made relatively low. In this case, please increase your event rewards. Users will consider an opportunity cost when choosing whether to participate in this event, that is, whether it is worthwhile for me to spend time and energy to participate in this event. (six) The core of brand promotion is to occupy the user's mental resources. In addition, the brand can be made more vivid through personalized settings and brand stories. The occupation of the mind requires all-round publicity and promotion from all five senses. Brand promotion is a long process and it is difficult to quantify it in the short term. Of course, it would take a lot of space to explain clearly how to do brand promotion. Here I will just briefly share the ideas of brand promotion. The most effective way to capture the audience's mental resources is to be the first or create the first. For example, everyone knows that the first Chinese astronaut to go into space was Yang Liwei, but many people certainly don’t remember the second or the second group of Chinese astronauts to go into space. But I believe many people also know the first female astronaut to go into space. Brand promotion should be able to be done in an all-round way through the five senses and six senses. The five senses refer to the sense of respect, nobility, security, comfort, and pleasure. The six senses refer to vision, hearing, touch, smell, taste, and perception. Take the six senses as an example: vision, needless to say, is the most important factor in brand promotion, such as the company's logo, identification color, and the entire visual identification system; in terms of vision, distinctive sounds are more memorable, such as QQ message reminders, the sound of adding friends reminders, WeChat and Momo message reminder sounds, the startup sound of Windows computers, the dubbing sound of the Melatonin advertisement, and the sound of 58.com endorsed by Yang Mi will all leave a deep impression on you. Brands come alive through stories. All brands that are doing well have many stories, such as the founder's mental journey, the founder's story, the company and product stories, the user stories, etc. Setting a personalized image is an important means to establish brand warmth. For example, the personification of the operations of Chapingjun, Haier’s official Weibo account, and Alipay’s public account . (seven) The promotion summary is not only to review the entire process after the promotion is completed, but also to summarize in real time and at each stage, so as to discover, analyze and solve problems through continuous summary. The overall idea is to discover problems, analyze problems through data feedback, and solve problems in a timely manner through targeted measures to ensure that goals are achieved. Commonly used ideas include the PDCA cycle: plan, do, check and act, which will not be analyzed in detail here. Commonly used tools include: promotion scheduling plan, target control table (including phased target control), data analysis table, etc. The following is a simplified reference table for the promotion scheduling plan and target control table: Table 1: Promotion schedule Table 2: Promotion target control table Only when the promotion is systematized and rhythmic can we ensure that each promotion can successfully achieve its goals. The systematic thinking of promotion is easy to learn and draw lessons from, but the habit of systematic thinking is a long-term process that needs to be cultivated. The specific forms, creativity and gameplay in the promotion process are based on certain principles and accumulated through long-term practice and a large number of cases. When you practice more and see more, you will be able to use your imagination to come up with specific gameplay forms and creativity with ease. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @超哥Jason is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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