What kind of ground promotion is considered awesome? They gave a textbook demonstration

I believe that many friends who are engaged in operations have had experience in ground promotion , and have also worried about the low conversion rate of ground promotion. When I was studying in Germany, I happened to come across the marketing campaign of Doctors Without Borders (those who don’t know about this organization can search it on Baidu). I found it very exciting and of certain reference value, so I’d like to share it with you today.

Event Restoration

After class that day, I saw a small stall in front of the school gate, so I walked over to take a look. At this time, a staff member noticed me and started chatting with me.

He first picked up a ruler from the table (the ruler can be rolled up, but can remain straight when fully extended). Different scales on the ruler correspond to different color ranges, such as 0-10 corresponds to red, 10-20 corresponds to orange, etc.

My eyes fell on the ruler following his movements, and my first reaction was: What is this thing and what is it used for?

He seemed to see through my thoughts and asked directly : "Do you know what this thing is used for?"

I shook my head and said I didn't know.

Instead of answering me directly, he stretched out the measuring tape and snapped it around my arm. Then he told me: "This is a ruler, used to measure the width of African children's arms."

It suddenly dawned on me.

Then he further explained to me: "With this tape measure, we can roughly judge the nutritional status of this child. If the width of his arm falls into the red area, it means that he is in a state of extreme malnutrition. If it is green, it means that his nutritional status is good."

Following his explanation, I roughly drew the size of the range formed by the red area on the ruler. The result is predictable - the circle enclosed by the red area is extremely small. At that moment, I felt very vividly how thin the arms of African children were, and scenes that I usually see on TV programs suddenly appeared in my mind.

At this time, the salesperson said: "More than 90% of the children in Africa have their arms falling in the red area."

Having said that, I'm afraid most people's reactions would be: "Wow" or "Oh my God".

The sales staff then threw out the next sentence: "So, we hope to help them in an efficient and economical way." Then he took out a small bag (about 250g) of something similar to nutrient solution. They told me that this was nutritional supplement they made for African children. This small bag could ensure they had the necessary nutritional supply for a week.

To be honest, I was amazed when I saw that such a small bag of stuff could produce such great power.

At this time, the salesperson asked me another question: "Guess how much this bag costs?"

I thought about it and felt that since it was a week's worth of energy, the price shouldn't be too cheap, but too expensive would be unrealistic, so I guessed 5 euros.

He said, "It's much more, keep guessing." I said 3 Euros, but he still shook his head. Finally, I asked half-doubtfully, is it only 1 Euro?

He smiled and gave the answer: "0.5 euros".

I really didn't expect such a cheap price. The contrast is huge - a pack of 250g, only 0.5 euro of liquid, can provide African children with a week's worth of calories.

After laying the groundwork for this step, he finally asked the most important question: "So are you willing to help these children?"

I believe that at this point, at least emotionally, most people really have no reason to resist.

Of course, once money is involved, the whole issue becomes rational and practical.

So I said, how do I donate?

At this time, I found that they had thought through some specific details.

First, he took out an IP ad and told me the basics such as filling in personal information and binding a bank card. When it comes to how much to donate, he points to the options on the screen and says: "You can choose to donate 20 euros, 50 euros or 100 euros per month."

"Of course, I know you are a student and your monthly living expenses are fixed. So you can also fill in the amount yourself and freely choose how much to donate."

Having said that, my last doubt was dispelled, and naturally I donated money within my ability.

Event Analysis

Now, let me analyze the reasons for the success of this ground promotion.

Perfect grasp of people's psychological reactions

First of all, whether it is a sales copy or an event, in order to achieve a good conversion , it must conform to the laws of human psychological reactions:

Attract attention - stimulate interest - arouse desire - prompt action

Doctors Without Borders has really done a good job in these four steps.

Right at the beginning, instead of asking me to donate money directly, he took out a colorful measuring tape - this action immediately caught my attention.

Then a question is raised: What do you think this is for? ——During the question and answer session, my curiosity was aroused.

What’s even more interesting is that the conversation did not proceed to the third step, but instead looped again:

• Take out the nutrient solution - attract attention;
• Let me guess the price of the nutrient solution - to spark interest.

The foreplay was sufficient, and I had fully realized that I could guarantee an African child's quality of life for a week at a very low cost. At this point, it was impossible for me not to have the idea of ​​donating - here, the third step was completed.

Finally, they resolved my last doubts with a complete and detailed donation mechanism, allowing me to donate the money at the lowest cost and smoothly facilitate the conversion.

At every critical juncture, the film predicts people's psychological reactions, perfectly connects and guides the plot, makes it detailed and coherent, and adds a bit of repetition, which makes me feel like I'm watching a story when I recreate the event a few months later.

Scenario-based, concrete

Imagine if they expressed it differently: 90% of African children have arms that are X centimeters wide, far below the normal standard. Can I still have such strong feelings?

Replace it with a ruler, replace it with the red warning area on the ruler, use colors instead of numbers , especially when the ruler is firmly placed on my hand, everything becomes concrete and tangible, and sympathy is easily awakened.

Clear and specific results

To put it another way: All your donations will be used to promote nutrition among African children. I'm afraid I wouldn't believe it so easily. My first reaction would probably be: Will the money be used for other things? How do I know that all the money I donated is used for the children?

They put the donation result directly in front of me: the money I donated will be used to make a bag of nutrient solution weighing 250g, and this bag of liquid can ensure a child's nutritional supply for a week.

Clear rules and concrete results replace unverifiable promises. Although we can still doubt that the donations were not used to make the nutrient solution, but at least in the scenario at that time, a bag of nutrient solution like that was still very convincing.

Smooth conversion path

There is no need to elaborate on this part. After clarifying the audience's willingness to donate, they use meticulous design to make the audience feel smooth and comfortable when actually donating, without too much psychological burden and other costs.

After witnessing such superb sales skills, whenever I meet a guy on the street holding a flyer and asking me, "Beauty, would you like to get a gym membership?" I sigh in my heart and leave quickly.

Finally, let’s summarize the four inspirations this case gives us:

1. Follow the path of human psychological reactions and make sure each step leads to the next, rather than jumping.
2. Change the expression technique to give the audience a more intuitive perception.
3. Give the audience clear rules, and especially give the audience a clear and specific result.
4. Basic support should be smooth to reduce the audience's behavioral costs.

I hope this can give you some inspiration.