The diversion and fission of offline activities!

Today’s sharing is divided into three parts:

1. At an event, how can we set up traffic bait to attract more users to add WeChat?
2. At an event, how can we conduct on-site fission activities to encourage active sharing among users?
3. At the event site, how to combine online live broadcast to attract online users to add corporate WeChat?

1. At the event site, how to set up the bait to attract more users to add WeChat?

If you are doing a salon or course-type event, users can see the big screen when they enter the venue. In this way, you can let staff remind users to add WeChat to the group at the check-in area, display the company WeChat on the big screen on site (automatically pull the group code), and have the host verbally remind users to add staff WeChat to the group. Generally, through these three touchpoints, more than 97% of users on site will add staff WeChat.

However, if you are participating in an offline exhibition-type event, there are many organizers, and each is vying for how to direct on-site users to their own WeChat. When you arrive at the site, you may find that the site is a sea of ​​roll-up banners. If you adopt methods such as distributing flyers, the traffic diversion effect may not be ideal.

There are QR codes everywhere on site. How can you make users choose you as much as possible? We found that in this case, establishing an on-site communication group is a better way to attract traffic:

If there are guests sharing on site, if you are the organizer, it will be better to directly create a guest sharing PPT group than to set up an on-site communication group:

It is important to remember that the roll-up banner should not be too complicated, and the group QR code should be simple, direct and clear . With the roll-up banner above, we achieved that more than 50% of users on site scanned the code to add corporate WeChat!

However, it is far from enough to just attract users on site to add WeChat. If you want to use the event to attract more new users, then you must design a fission plan for on-site users.

2. At the event site, how to conduct on-site fission activities to encourage on-site users to actively share?

Many offline activities encourage users to share by basically taking good-looking photos on site to see if users are willing to help share. Even if users share the photos, only their logos and other relevant information will be left on the photos. This can bring about certain brand communication, but it will not actually bring any user retention.

We have explored a fission solution that will not only not be disgusted but will also actively participate in on-site users, so that we can achieve the effect of adding hundreds or thousands of new WeChat friends within a day with only dozens of users on-site!

We call this kind of gameplay the gift-giving gameplay . The core of this gameplay design is that we allow on-site users to give gifts to their friends , which is actually a bit similar to paid advertising.

However, paid placement mainly involves paying the advertising platform in the form of advertising, and users do not gain any benefits. The way to play gift fission is to convert the advertising fees given to advertisers into gifts or services and give them to real customers. It is also necessary to attract new users through channel cooperation or sharing by old users.

Let's take a look at how we play.

First, you need to prepare a product to attract traffic. This product should be of high value, low cost, and highly relevant to your product. If you are doing offline activities, you can use virtual products with extremely low marginal costs such as guest sharing PPT and online courses as bait.

You give this product to your old customers, channels and employees, and let them give it to new customers in need. In fact, many industries have been using this kind of gameplay. There is a term called buying customer thinking. This is a very traditional gameplay, but we have transformed this gameplay and made it more effective!

When I got married, the photographer who took the wedding photos gave me a gift bag. The gift bag contained a bunch of silver rings, coupons for custom-made suits, coupons for wedding banquets, etc. If you want to get these gifts, you need to redeem them at the corresponding merchants.

However, the traditional practice is to make it into paper gift certificates. On the one hand, I may not remember to use it after receiving it. Even if I really want to use it, I still have to rummage through boxes and drawers to find the gift certificate.

Now, I have improved this logic. We first let old customers, employees, and channels follow a public account and generate an exclusive gift poster. The QR code on the poster is our corporate WeChat business card.

In this way, as long as old customers, employees, and channels share the gift poster to their friends and relatives in Moments or WeChat groups, or send it to them through private messages, if their friends and relatives are interested in receiving the gift, they will first add our corporate WeChat, and then we will automatically distribute the prize.

At the same time, we will automatically record the referral relationship between the referrer and the referee. As long as the user completes the transaction, I can also give the recommender corresponding commission or reward, etc. Moreover, we usually set up bilateral rewards, that is, as long as you are recommended by an old customer, I can give you some additional discounts.

So, under this logic, you will find that many old customers will be willing to help you share. Because he is giving something to others, not asking others for help.

It is this change in design thinking that will solve the problem of users' motivation to forward messages. Therefore, channels, employees, and old users are very happy to forward and share this poster. When they forward and share it, they will bring you a large number of corporate WeChat friends. After these users add you, you can arrange customer service to follow up and provide services. You can choose to add them to the group for transaction or directly complete the transaction through private chat.

Let's take a look at the specific fission path:

First of all, the ranking fission activity is a cyclic fission of the official account and corporate WeChat. The first step is to let the old customers, employees, channels and other seed startup users scan the code and follow our official account to get this exclusive gift poster. The QR code corresponding to the gift poster is the business card code of the corporate WeChat.

Once the seed user sends the poster to friends through Moments, WeChat groups, or private chats, as long as their friends want to receive the gift, they will add our corporate WeChat friends to receive it.

At this time, WeChat for Business will automatically connect the user to the friend, automatically tag the user, and automatically send the gift to him to establish the first step of trust. Once a friend goes to claim this gift, our official account will remind the sharer in real time, telling him who has already claimed your gift, and will simultaneously inform him of his sharing progress and ranking.

At this time, because he gets timely feedback, he will be motivated to continue sharing.

So why are these seed users willing to continue sharing?

Because we designed rewards for ranking high. We will tell the seed users that as long as you help us share, we will give you a reward based on the number of users who come.

For example, we often design it so that as long as you give out three copies of this gift, we will give you a reward. For example, if you give away ten copies of our course, I will give you a book or something like that. As long as the user sends a sufficient number of copies, our official account will automatically distribute the prize.

Or you can set ranking rewards. For example, in a three-day event, the top ten users will receive corresponding ranking rewards. When they reach the top ten, we will automatically give them gifts.

The most important point is that for users who come to collect gifts, we will promptly create a group to provide services, and we can also run private chat SOP to provide services.

These users are accurate leads, because the gifts must be related to your products, and users who do not want these rewards will not scan the code to add them. If you have a large number of sales leads, the system can automatically assign them to your sales staff for conversion one by one. If you don’t have enough sales staff, you can create a group. We can automatically create a group after users add their friends.

After creating the group, we will provide batch services and conversions. Once the user completes a transaction, you can also reward the referrer in a timely manner. Since his referral relationship has not been recorded, you can reward him with commissions or other rewards.

Therefore, through this method, we divide the steps of recommending leads and closing deals into two levels of incentives, and divide the referring leads, adding friends and closing deals into two steps! There is instant feedback to motivate!

You will find that in this way, a large number of old customers, employees and channels will be very happy to forward and share gifts, thus bringing you a large number of sales leads.

You can take a look at the screenshots I posted, and you will find that once a user receives a gift from me, the official account will remind me in time, and it will be clearly recorded who receives the gift. In this way, I will have timely feedback, and the ranking list will also clearly show who has given how many gifts, as well as the users I recommended.

Next, I will use an offline event we did last year as an example to explain the process of this fission gameplay in detail:

On July 11 last year, we held an offline event in Guangzhou to serve our community members.

There were about 100 people attending this event, and I came up with this plan. I told everyone present that we have a small research group on WeChat for Business that specializes in studying various marketing methods for WeChat for Business. We charge 99 yuan to the public. As long as you have friends who are interested in WeChat for Business, you can give some free places to your friends on site and let them join for free.

Moreover, as long as you give away this prize, I will give you a corresponding reward. How do I reward you?

What I originally designed was that as long as you give gifts to three friends, I will give you the complete set of courseware PPTs for our offline activities.

If you are in the top ten of our ranking, you can also have dinner and have an in-depth chat with our teacher sharing guests.

Well, think about it, since we are already offline, right? So I definitely want the PPT. Therefore, it can be basically guaranteed that everyone participating in the event can invite three people. Then, we arranged that the top ten people could have dinner with the teacher. Since they were all present at the event, everyone definitely wanted to have a deeper connection with the teacher, so such prizes were very attractive to them.

So, 41 people attended the event. They scanned the QR code of the official account to get their own exclusive poster, and we also wrote corresponding scripts for them.

Many people shared the poster to their Moments. Once a user wants to join our corporate WeChat research group, he or she will be added to Teacher Xiao Pan’s corporate WeChat friends.

Please pay attention to the wording we use. Our wording is that your friend spent money to buy this group and gave it to you. This makes the person who gave it the gift feel very face-saving , because this is essentially the case. Our group does charge a fee to the outside world, and only offline members can participate in such an activity. Others who want to participate are not eligible to participate. Members who want to participate in offline activities also need to pay a fee.

Therefore, it can be said that the ticket for the offline event actually includes this free gift package.

Well, as long as a user claims this prize, the recommender will receive a corresponding notification on the official account, and a ranking will pop up to see who has given out the most prizes. The ranking will also be announced. Then, within the specified time, the top ten users on our ranking list will be automatically notified and told that I can give them advanced courses as a gift. Now we are giving away teacher’s dinners as a gift. As for the users who are recommended, we will add them to the group and provide them with follow-up services and guidance.

Moreover, I know who recommended each user.

How many people did this event bring to us in the end? 41 students brought us 1,200 people, with an average of 30 people per person.

As you can imagine, when you usually do any fission activity, it is very good if each person can bring you three people. We can reach 30 people, so you can see that the effect of this kind of activity is really amazing.

Almost all friends who are engaged in offline vocational education can use this method to achieve fission. Especially for those friends who often do offline activities, if you don’t do it, you will miss the opportunity that may bring you thousands of accurate leads and friends!

This type of activity is also very easy to operate. We have a client who had never done a fission activity before. He launched the activity under our guidance in one day and started the activity the next day. In just four hours, the corporate WeChat account received active additions from more than 700 people in charge of the education industry.

Now they offer offline courses every month, and they do such offline fission activities every month, so that the offline students present can make referrals immediately. With dozens of students in each class, S Empowerment Business School can bring 600-1000 new customer leads within a day, and then attract new users to pay for offline courses through good content and good services. In this way, the traffic closed loop is established!

This is the fission solution that can be adopted at the event site. Of course, if you want to use the ranking fission plan online, you can do so. We have done many such cases. At the end of December last year, I used this plan to help Che Haiyang achieve online fission investment and franchise users, thereby achieving a transaction volume of 2.42 million in 5 days.

In addition to adopting the chart-topping fission plan, are there any other ways to make an offline event more effective in attracting traffic and fission? That means doing online live broadcast! Allow users who are not present at the event to also watch the event, and insert corresponding traffic diversion and fission plans while everyone is watching the live broadcast!

In this regard, I think the new domestic brand conference held by Qun Xiang on July 31 did a great job. You can refer to their approach.

3. At the event, how to combine online live broadcast to attract online users to add corporate WeChat?

Let me first talk about the effect of the live broadcast of the Qun Xiang offline conference on Video Account: 75,000 views in 9 hours and attracted more than 2,500 people.

This is quite impressive data, so how did they do it? What actions have been taken to divert fission? Afterwards, Liu Siyi wrote a review article, detailing their video account live broadcast traffic generation and fission gameplay.

In summary, the following four traffic-generating actions were used: posting a live code at the top of the live broadcast room, selling 0.01 yuan traffic-generating products, distributing lucky bags to guide users to swipe the comment area, and continuous guidance through oral broadcasting and holding up signs.

Let’s look at how it works in detail.

1. Post the live code at the top of the live broadcast room

Users can be guided to add friends to get the PPT collection. However, users cannot receive it just by adding friends. After adding, users will be guided to first share the live broadcast room to their circle of friends, and then add the "live code" in the live broadcast room and receive it by taking a screenshot.

In addition, there is another way to receive it, which is to pay 0.01 yuan directly in the live broadcast room to purchase the PPT collection. After purchase, add it to the private domain account through the store group function and private message from the store customer service.

2. WeChat Mini Stores launch 0.01 yuan traffic-generating products

3. Send out lucky bags to encourage users to flood the comment section

The slogan used for Qun Xiang’s video live broadcast lucky bag this time is “Share the live broadcast room to receive PPT”. This way, it can not only remind users to add WeChat to receive PPT, but also encourage users to share the live broadcast room to receive PPT (you need to add WeChat to receive it), thereby giving the live broadcast room more exposure!

4. Continuous guidance through oral announcement and holding up signs

When the guest is sharing, the live broadcast room is connected through voice-over, telling the audience to add WeChat to receive the guest’s sharing PPT. Of course, this will make users feel a little uncomfortable, but if the content is good enough, users can accept it. In addition, during the half-time break, the background of the live broadcast will be switched back to indicate that users can add WeChat to receive the PPT.

However, to do a good online live broadcast, the prerequisite is that the content is good enough, so it is very important to grasp the content of the sharing guests!

Through the above four sets of combined punches, Qun Xiang achieved the effect of attracting 2500+ viewers in this online live broadcast! If you also do online live broadcasts, you can refer to the above methods of traffic diversion and fission, especially the point that small stores put up 0.01 yuan traffic diversion products. The operation is simple. Whether you are doing offline event live broadcasts or online live broadcasts, you can use this solution to achieve traffic diversion!

At this point, I have introduced offline event recruitment, on-site user fission, and online user fission. In fact, in the process of actually making a plan, there are many kinds of fission methods that can be combined and applied. For example, at the exhibition site, we adopted the solution of friend fission + online group fission to run together, and the effect was also good. More than 1,000 people were fissioned in 1 hour:

I hope this helps you all.

Author: May

Source: Growth Hacker