How to attract new customers through live quiz contest?

Live quiz show was first started by HQTrivia in the United States. On Christmas Day 2017, HQTrivia had a record of 730,000 simultaneous online users. At the beginning of 2018, this live quiz-answering model has become a hot topic in the competition for capital.

From January 3rd, when Wang Sicong gave out a 100,000 yuan prize on the quiz platform "The Rush to the Top", other big players who followed suit almost simultaneously included Inke Live 's "Cheese Superman", Huajiao Live 's "Million Battles", and Toutiao (Xigua Video)'s "Million Heroes".

Why are online platforms competing to give out coins? Huge bonuses and crazy answering of questions, what is the purpose of these capital players?

For example, on January 6, Huajiao's "Millionaire Winner" attracted the participation of more than 4 million netizens at the cost of giving away 1.32 million yuan, with an average customer acquisition cost of 0.33 yuan. Compared with the customer acquisition costs of dozens of yuan for many apps nowadays, the cost of 0.33 yuan for "Millionaire Winner" can be said to be a bargain.

In the second half of the Internet , traffic has become increasingly valuable, and operators focusing on " attracting new users and retaining existing users " often struggle with a lack of people, money, and resources. Live quiz activities can help live streaming platforms acquire customers at low cost and increase user activity.

Therefore, low customer acquisition cost is the point of competition for the interests of live quiz platforms.

So, apart from the eye-catching operating capital, what new inspirations does this live quiz show give to operators? The following mainly discusses the two aspects of activity advertising during new user acquisition and the activeness of old users:

1. Advertisements are accurate and purposeful

1. Advertising is a very necessary means of promotion and reach, and advertising must be accurate enough

Instead of blindly pursuing placements on large-traffic platforms, it is better to allocate a portion of funds to invest in vertical small and medium-sized platforms, conduct multi-frequency, multi-cycle, and small-scale testing, and then make stable and accurate placements.

Before deciding to invest large amounts of money in advertising, you must conduct testing . Without testing, you will never know which platform has the best traffic and is most suitable for your product at a certain stage. From a broad perspective, large platforms have large and scattered traffic and are more suitable for search advertising. Vertical platforms must also comprehensively consider the delivery of various competing products in the industry, and the conversion rate of multiple companies on a vertical platform is rarely effective.

In addition to online advertising, there is also offline advertising. Subway and bus stations, community and campus notice boards, media scrolling screens, elevators and windows in shopping malls and office buildings , etc. can all be options for offline advertising.

2. Understand the four key points of online advertising

Find out who each ad is for;

How to find these people;

How to display ads in front of users in a "decent way";

Are there enough advertising resources to match different user needs?

To put it simply, it means identifying the correct user group, conducting user portrait analysis , and matching the content and form of the advertisements with the group of users. The most technically challenging part is how to find these people, that is, how to deliver advertisements accurately. Let us analyze this through a case .

Case: Mobile brand advertising case

Advertising purpose: To help a well-known brand of milk powder acquire high-quality customers at a low cost on Mother’s Day

In the early stage, a series of preparatory work for advertising is carried out, such as setting advertising goals and advertising formats. The specific overview is as follows:

Purpose of advertising: Enhance brand reputation, attract new customers, increase traffic and increase activity participation

Advertisement delivery format: 13 groups of full screen, interstitial, banner

Advertising delivery method: third-party DMP + DSP platform

Distribution area: Nationwide

Release and time period: May 8 to May 14, 2016, all day and all hours

Target groups: Parenting, pregnancy preparation, and maternal and infant products. According to the precise population strategy, a total of more than 5 million people

The preliminary preparations for advertising have been completed, and the next most important issue is how to find our target audience. We can achieve this through data analysis and the use of third-party data platforms.

This case is how to find the target audience

1. Use third-party DMP to obtain 31.65 million target audience IDs for delivery guidance

2. Match the company's (third-party) DSP historical delivery data, according to the ID provided by the third-party DMP, match the company's (third-party) DMP maternal and infant database, and screen out 5,032,180 IDs

3. Use LBS to target more than 3,000 maternal and child care institutions across the country and deliver LBS within a 3-kilometer radius

4. Intelligent optimization technology performs different technical optimizations based on real-time data feedback, such as improving bidding, targeting technology, click-through rate balance algorithm, etc.

With the help of big data , we set delivery goals. Then, during the advertising period, we formulate delivery time periods, bidding techniques, etc. to make the advertising more accurate. In this case, the following plan was formulated during the advertising execution:

Delivery execution process

1. From May 8 to 9, we developed algorithms and collected data. From May 10 to 11, we optimized the media. From May 12 to 14, we conducted a second ad placement for people who clicked on the ad but did not take any further action.

2. Use bidding technology to increase the success rate of bidding in the two time periods of 14:00-16:00 and 19:00-20:00;

3. Enable retargeting and CvR technologies to increase investment in parenting groups with better performance;

4. We increased the advertising spending with LBS targeting technology in first-tier cities such as Beijing and Shanghai, which performed well. We also increased the bidding strategy by 11% in second- and third-tier cities such as Zhengzhou and Fuzhou, where biddable traffic is scarce, to ensure exposure opportunities.

Delivery results

Finally, after the advertising campaign ended, the results were: cost reduction of 34%, exposure completion rate of 100.64%, click completion rate of 108.43%, and participation completion rate of 210.35%. It can be said that the results of the launch achieved the original expected goals.

This case tells us how to achieve precise delivery. In addition, we also need to understand some data indicators for analyzing the effectiveness of online advertising. Different types of advertising focus on different data indicators.

For example, brand exposure advertisers are more concerned about ad exposure and clicks; product promotion advertisers are more concerned about customers leaving information and making phone calls; game and online advertisers prefer to obtain a large number of downloads and attention; effective information demand advertisers are mostly in the automobile , insurance, and financial categories. Understanding these will help us choose accurate delivery channels .

2. Be good at mobilizing users' enthusiasm, giving full play to the role of old users, and striving for users' spontaneous sharing

While attracting new users, don’t forget the role of old users in attracting new users. Old users can share spontaneously or as a result of being rewarded by the platform. Although the methods are different, the result is to share the product with people around them.

When users encounter interesting things while using the APP, they will share them . When Mobike was first launched on the market, everyone rushed to try it out. At that time, I often saw friends sharing their itineraries on WeChat Moments , and some even posted to compare the number of trips and cycling time. Users' spontaneous sharing behavior brought a large number of users to Mobike in a short period of time.

It can be said that there are many ways to acquire new customers, and the specific method should be determined according to the actual situation. However, with the help of data analysis platforms, through analysis of specific groups of people, we can accurately understand user consumption, estimate new customer acquisition, and even predict future user purchasing needs, which undoubtedly greatly helps the company's precision marketing .

In the future, companies need to fully utilize big data technology in the marketing process to achieve precision marketing and thoroughly “play” with consumers!

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p style=”text-align: center;”>This article was written by @99click and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century