Doing activities without a goal is no different from being a salted fish!

For products, activities are an effective way to help new products expand the market and attract new users in a short period of time; they are also the only choice for products to increase user activity, cultivate loyal users, and recover lost users during their growth and maturity stages. For companies, events are a good way to promote and establish corporate image, increase visibility, and obtain direct benefits. For users, activities can provide them with the latest product launches, promotions, and discount information, and satisfy their desire to gain benefits through event prizes. The above is the value of event operation , and these values ​​are precisely the goals set in the early stage of the event. From planning, resource integration, preheating to execution, the expected purpose is finally achieved.

Therefore, the establishment of a quantifiable goal is the premise and guidance for the smooth development of activities.

So, the question is: What types of segmentation are there for campaign objectives? How to set specific and executable goals?

1. Attract new customers

What is attracting new customers? The so-called "attracting new users" means attracting new users. For an APP, attracting new users means new users downloading and registering; while for many WeChat public accounts , Weibo, and Tieba operators, attracting new users means attracting new fans.

Products cannot exist without users, so in the initial stages, continuously acquiring new users is an important prerequisite for the survival and development of the product. Through carefully planned online and offline activities , the effect of attracting new customers can be achieved quickly, so attracting new customers has become the ultimate goal of many event operations.

The setting of new customer acquisition goals should be quantifiable and specific to exact numbers.

Goals like "getting new users to register/follow" are very vague. It is impossible to clearly specify how many fans to register/follow, which will make the subsequent capital investment, selection of activity targets, intensity of promotion, etc. have no basis. This ultimately results in undesirable results such as excessively high user acquisition costs, insufficient number of new users, and deviations in the direction of activity execution.

A quantifiable goal for attracting new users should be something as specific as “xx new registered/following users”.

For example: hosting an offline sharing salon event, aiming to attract 500 new followers for your WeChat public account, by having people scan the QR code on site and participate in a lottery.

In order to achieve the goal of attracting 500 new followers, the number of participants in the event can be roughly determined: it is necessary to ensure that at least 500 people are present to participate in the event; then, the size of the venue can be determined, and the most suitable location can be found by comparison; in designing the event rules, let the people on site scan the QR code at the same time, and set the 5th, 50th, 100th, 150th, 200th, 250th, ..., 500th followers can receive corresponding prizes. In this way, by taking advantage of people's curiosity and desire for benefits, at least 500 on-site audiences are guaranteed to participate in scanning the code; finally, the number of prizes is determined accordingly.

This is the benefit of setting quantitative new customer acquisition goals. It makes event planning more traceable, makes event execution smoother, and makes the use of event resources more accurate.

2. Retention (preventing loss)

What is retention? In simple terms, it refers to the part of new users who stay after a period of time, and this time is usually calculated in days, weeks, or months. The retention rate , as the name suggests, is the ratio of users who stay to the total number of new users at that time.

User retention is crucial. Imagine that a considerable number of new users were added through a series of methods, but in the end almost all of them were lost for various reasons, and the retention rate was pitifully low. Then, everything done before is in vain.

Therefore, using relevant activities to retain users has become a common method used by most business owners and operators today. Usually, such activities to prevent user churn can set a clear goal of "maintaining the user daily/weekly/monthly retention rate at/not less than xx%". Just like attracting new users, the retention purpose must also be quantified and specific.

In order to establish such a goal, we often need to study the following issues:

1. What is the user life cycle?

Just like the life cycle of a product from birth to its eventual death, our users also have a corresponding life cycle, from newbies who initially register/follow and use the product, to experienced users who continue to find their familiarity during use, to heavy users whose frequency of use reaches a peak. Eventually, they will slowly reduce the number of times they use the product after a period of time, until they finally abandon the product completely, marking the end of the user life cycle.

After understanding the user life cycle, we can determine the stage the user is in by observing their usage behavior and frequency. Then, based on the attributes of that stage, we can set corresponding goals and plan targeted activities to retain these users to the greatest extent possible.

2. In addition, define lost users

What kind of users are truly lost users? Because not only those users who have actually unfollowed or uninstalled the APP are called lost users. Different products have different definitions of churn. For some products, it is considered churn if they are not used for a week, while for others, it is considered churn only if they are not used for half a year.

By clarifying what constitutes lost users, you can know which users are about to be lost or are already in the loss stage, which can serve as a reference for customizing retention goals.

3. Promote activity

What is activation? To put it in detail, it means promoting user activity. Active users frequently log into the application, use products, leave messages on the platform, and create value for the website, products, and platform. They are truly useful users.

A very simple example is that when we open any QQ group, we will find labels such as "active", "complain", "bubble", and "dive" in front of each group member's name, which represent the most active to the least active. This is based on the frequency of each person's usual message interaction in the group.

Active members in a Q group can maintain the atmosphere and enthusiasm of the entire group by speaking multiple times, and encourage inactive members to join in discussions and interactions. This is the value of active users.

Therefore, promoting user activity is also the goal of many activity operations. The goal of activation can be divided into two parts: making inactive users active; making active users even more active.

First, clarify what kind of users are active users. Corresponding to the churned users, active users can be defined based on the frequency of use. Weekly active users are those who log in/use the service multiple times a week, and monthly active users are those who log in/use the service multiple times a month. The definition of activeness varies depending on the attributes of the product.

According to the definition of active users, count and separate active and inactive users, and analyze the behavioral attributes of these active users to understand the factors that make them active.

If the goal is to make inactive users active, you can develop activities for inactive users or all users to encourage inactive users to increase the number of times they log in and become active; you can also allow active users to drive inactive users.

If the goal is set as: making active users more active, such activities will be more targeted at the active user group.

4. Recall loss

There are always some users that we cannot retain, and they leave quietly without taking away a cloud. We need to find ways to regain these lost users, and recalling them has become the goal of some activity operations.

Before setting such a goal, you must know why users are lost.

For example, the problem of losing fans on WeChat public accounts occurs every day, and the loss has been particularly severe in recent times. In order to analyze the reasons for the loss of fans, relevant research has been conducted.

It was eventually discovered that the problem was that the content pushed by the official account changed too frequently, the quality of the articles declined, and it failed to provide practical content to users. This resulted in a large number of fans unfollowing the account every time an article was pushed.

By the same token, there are always traces of user loss, either there is a problem with the product experience, or the product's functions cannot meet user needs, etc. These lost users are very likely to go to our competitors, and some are even dissatisfied with our products and complain to people around them, which conveys a bad message and brings negative impact.

Therefore, it is necessary for us to recall these users through certain channels, inform them of the aspects that have been improved, and invite them to pay attention to the experience again and trust the product again.

Regarding recall after churn, relevant activities and messages can be pushed to users via email, text messages, etc.

At this point, we have introduced attracting new customers, retaining existing customers, promoting activation, and recovering lost customers as the basic goals of event operations.

Of course, the goals of event operations are not limited to these four, but also include promoting/establishing corporate image, increasing sales profits, increasing market share, etc., which will not be discussed in detail here.