How to plan a press conference for tens of thousands of people without money, people or channels?

Today we will take a look at how a press conference with 10,000 people is planned, and how the press conference products are quickly launched after it is launched...

This article will be divided into two parts, respectively discussing how to plan a press conference for tens of thousands of people without money, people or channels? What benefits can the press conference bring?

Previous article: How to successfully plan a press conference for tens of thousands of people?

1. You need a good copy

I used this article to push the news of the press conference to users, and used clickbait titles to gain clicks . As a result, the WeChat account could not be opened after the information was released, because I needed the people attending the press conference to add the WeChat account before I could add them to the group. Later, I had no choice but to push the message again the next day. Of course, the effect was much worse this time, but I still found enough seed users .

2. Establish a WeChat group

WeChat Group

After the users registered, I created 24 groups and distributed all the registered users into each group, with an average of 40 people in each group. This is because it is easier to attract people. If there are more than 40 people joining the group, they need to be invited, which is very troublesome. And I don’t need a lot of people in each group. The purpose of setting up a press conference group is to hope that people in the group will invite more people to join, so each group only needs basic users.

3. Promote activity

After the group is established, it is definitely necessary to stimulate activity, so I designed the press conference to last only one hour. In this way, I can create a group in advance. As long as no one talks, each group cannot be actually established. Only the group owner can see it, and other members in the group cannot see it. So I can set up all the groups in advance and make preparations, so that when the time comes, all the groups can start synchronously. After the start, the formal stage begins. Start giving out red envelopes and courses.

Conference poster

4. Chain transmission

After the group was established, the first message we told users was that everyone should quickly create a group. We would send red envelopes to the group that exceeded 200 people first, and we would continue to do so until the end of the press conference. In this way, the size of our group expanded rapidly. There are benefits for everyone who joins the group, so why don’t people invite their friends to join the group? There is no reason. Right?

5. Breaking news finale

At the end of the press conference, we sent the Christmas event poster to the group and informed users in advance that the event would be officially launched at 10 am the next day and everyone could participate normally.

Next article: What are the benefits of a press conference with tens of thousands of people?

The following are some of my thoughts on the significance of this press conference for tens of thousands of people, which I am a bit lazy about.

1. Weakness avoidance

We do not have brand influence and appeal. We cannot match the marketing and promotion capabilities of Durex and Funiutang. They can use their brands to gather a group of people through concept hype, but we are different from them. On the one hand, our ability to appeal is weak, and on the other hand, most of our users are adults who lack the playful curiosity of young people. Therefore, we have to take advantage of the weaknesses of human nature and use the concept of red envelopes to attract customers.

2. Small investment for big gain

I used the primary influence of the Parents Help WeChat to gather the first batch of seed users, screened out subscribers who were interested in attending the press conference, and then evenly distributed these people into 24 groups as basic users, which are the connection points mentioned in the detonation point. We stimulated these people and asked them to help us invite people to join the group, rather than setting up all the groups by ourselves. That is to say, we can play with a larger group through a small number of people.

3. Factual stimulation

Once the group is announced, they will spontaneously invite their friends to join the group, intending to grab red envelopes together. When they really find the golden red envelopes one hour after the press conference, they will trust the event even more, because reality will strengthen trust. Through the stimulation of facts, they will feel at ease to invite their friends to join the group.

4. Internal messages upgraded to broadcasts

If we invite everyone to join the group like Funiutang does, it is equivalent to us just using the in-site message function, because we already have connections with these invited people, and they come when they know we are going to hold a press conference through WeChat, Weibo, etc. This is an in-site message notification. But the press conference I organized for tens of thousands of people was a broadcasting system. It was done through basic users, which I tentatively defined as "radio stations." After we speak, our voices will be spread in all directions through their sound amplification effects and the broadcast matrix. Internal messages can only tell people who are already connected, but broadcasts are different. As long as you are within the broadcast range, you will know the message we need to convey regardless of whether you are connected to me or not.

5. User Pool

After establishing the press conference group, the first function is to inform them of the information. We will first tell them about the Christmas activities, which can convert some people who care about the Christmas activities. Then these people will participate after the activity goes online. After participating, they will pull other people in the group to light up, thus converting some of the people who originally didn’t care about the Christmas activities. This is the power of the group. When other people are refreshing the same message every day, even if you don’t care, you will at least take a look and study it.

6. Collect user feedback

With such a player group, we can easily get feedback from mobile phone users and learn about any problems in a timely manner. We don’t have to wait until the situation becomes serious to realize it. Now we can respond and resolve the problem quickly at the source of the incident.

7. Stimulate activity

Because humans are social animals, when I play this kind of game by myself, it is easy for no one to play with me for two days. Gradually, I lose the sense of accomplishment and I quit and give up. But it’s different if you have a group. You have a group of friends who all play the game. They have the gene to interact with each other, which will make them keep playing and drive the game to become more active.

This event was really exciting. As of now (January 6), all the physical prizes have been redeemed. We have already sent out a batch, and there is another batch that will be sent out at the end. It was really heartbreaking to see the courier guy carrying away such a big TV, but it was still worth it when I saw the impressive data.

Only 2 days pv460,000 attracted 17,000 new members

This is the data from two days before the event, and the PV reached 460,000. We will share more details with you after the event is over. Now that the press conference has been over for some time, I have some time today to write something, so I will first share the online press conference attended by tens of thousands of people on the eve of the event.