Nearly 180,000 users signed up for a live broadcast event in more than a month. This is what I am most interested in!

Yesterday I saw an activity forwarded by a friend on WeChat , it was quite interesting.

The theme of this event is "One hundred thousand young people roaming the world's top ten museums, ten consecutive live broadcasts , let curiosity meet happiness."

Smart friends may have already known that this activity is certainly not to take teenagers to roam the world's top ten museums in person, but to let some people live broadcast the teenagers' visit to the world's top ten famous museums and give on-site explanations.

This is also a very bold and creative activity, and it takes advantage of the current popular live broadcast.

What’s amazing is that within more than a month after the event was launched, nearly 180,000 users signed up and paid to participate , with an average customer spending of 19.9 yuan. Even I am envious.

During the summer vacation, children can learn about the knowledge and copywriting of the world's top ten museums, broaden their horizons, be influenced by art, and understand the world. Do you think 19.9 is expensive? I think the price/performance ratio is extremely high.

As long as your copywriting is not too bad, every family should have no consumption pressure.

All that remains is to let more people know about this event. In this regard, I am more interested in the purchasing settings of this event.

From the picture above, you can see that the registration and purchase for this activity is cleverly set up, and is divided into three purchase options: 1) Send as a gift to a friend, 2) Individual purchase (99.9 yuan per person), and 3-person group purchase (19.9 per person).

Here, I will talk about them one by one.

The first option is to purchase it individually, which costs 99.9 yuan per person.

This is destined to be an option that almost no one will buy, but are others stupid? It's good to sell it at 19.9, so why do you have this option that makes users "smile"?

Before answering this question, let’s look at a classic marketing case .

The Economist magazine previously had an advertisement on its web page that looked like this.

Welcome to The Economist subscription center. Please choose how you would like to subscribe or renew:

Electronic version: $59 per year.

Print version: $125 per year.

Electronic and print package: $125 per year.

In response to this, the Sloan School of Management at the Massachusetts Institute of Technology conducted a test, and the results of 100 students' choices were:

A single electronic version: US$59 - 16 people

B single print order: $125 - 0 people

C Print and electronic version package: US$125 - 84 people

According to our normal logic, who would choose B? Is this stupid? Is this businessman crazy? Make this an option.

So the question is? If it is indeed a meaningless option, then even if option B is removed, it will not affect the user's choice?

The fact is, when they really removed option B, the result was this:

A single electronic version: US$59 - 68 people

C Print and electronic version package: $125 - 32 people

See? A seemingly useless option can have such powerful power.

So the fact is that the option of "ordering print copies for $125" was never a useless option.

We call it a “decoy item”, which is not intended to be selected in itself, but to increase the probability of the other option (“print plus electronic package”) being selected.

Just like the activity above, the option of "purchase individually for 99.9 yuan" is actually a "bait item", which will change the user's thinking of "buy or not buy" to "buy a group of 3 for 19.9 yuan is obviously more cost-effective".

In other words, it turns the user's decision of whether to buy or not into a decision of which one to buy, and it is obvious that they should buy the 19.9 yuan one.

This is what we often call the "bait effect" in marketing planning:

When people make choices between equally matched options, the addition of a third new option (the bait) will make one of the old options appear more attractive. Because making decisions based on relative factors is the natural way we think.

Among them, the options helped by the "bait item" are usually called "target items", and here "19.9 yuan for a group of 3" is it.

At this point, we know the "bait effect" of individual purchases, but do you think that's the end of the role of individual purchases?

not yet.

It also plays an important role, which is the anchoring effect.

Let’s first look at a classic marketing case.

In the 1970s, black pearls were cheap and had no market. However, after being "planned" by a legendary gem merchant, they became extremely popular.

He placed black pearls in store windows on New York's Fifth Avenue, priced them incredibly high, next to high-end brand stores.

At the same time, he placed advertisements in some high-impact magazines, in which black pearls were set against bricks, rubies and emeralds, making them look dazzling.

He also put the black pearl around the neck of a popular New York opera star, which was very high-profile.

Just like that, black pearls suddenly became a rare treasure, and the demand immediately exceeded the supply.

Why? The businessman was very smart. He "anchored" the black pearl with the most expensive gem in the world from the beginning , and its price has followed the gem since then.

Behavioral research shows that many of our behaviors are also influenced by first impressions.

This first impression will become an "imprint" in our minds, and this imprint will become an "anchor" that will have a long-term impact on our willingness to bid for the product.

You see, it’s the same here. “99.9 yuan for a single purchase” is an anchor price, which can increase the user’s perception of the value of this activity: “Oh, this activity is good, it’s worth 99.9, it’s a good activity.”

Then when they see “Group of 3 for 19.9 RMB”, they will think: “Wow, great, there is such a big discount.”

Otherwise, if you sell it directly for 19.9 yuan, users may think: "Well, this promotion should not work, it's only 19.9, cheap but not good."

Have you noticed that there is a complete difference between having a 99.9 yuan anchor and not having one? One is a surprise, the other is cheap.

Okay, let’s talk about the option of a group of 3, which costs 19.9 yuan per person.

Knowing the function of the 99.9 yuan option, we know that the group of 3 option is actually the one that users really want to use.

Think about it, in this 3-person group purchase mode, you can register for the event for only 19.9 yuan, saving 80 yuan at once. Who wouldn't want that?

As for the difficulty, since it is a group purchase among three people, you need to call two other friends to buy together.

However, it is natural to recommend such a cost-effective activity to good friends. Your friends may even thank you for it.

Taking a step back, if there is really no one to join the group, you can buy all three by yourself. That is cheaper than 99.9, and you can give them directly to your friends after you buy them, so you are not short of money.

Of course, the organizer of the event wants not only registration, but more importantly, dissemination, and group buying among three people can promote dissemination very well, making every user your free promotion channel and continuously spreading it.

In fact, the registration price is 19.9 yuan. If you directly set it to purchase at 19.9 yuan, then this effect will be completely lost.

Finally, there is the option of sending it to a friend.

The core purpose is to promote dissemination, maximize the target user base , and maximize sales.

Because this activity is mainly aimed at teenagers, what if a user sees it but doesn’t have children?

One situation is that he helps you forward this activity, which is not bad.

But a more direct approach would be for him to just sign up and then give it to his friends with children. Wouldn’t that be better?

Anyway, it’s not expensive, the activity is good, and you can give it to your relatives and friends. This can be considered a good “favor”, right? The key is that it's not tacky at all.

It's also very impressive.

Therefore, these three registration and purchase options are really effective.

What do you think?

above.