My boss gave me a 1k budget for the event, but I achieved the results of a 100k budget

The work of operators can be said to be inseparable from event operations . Operations staff often face this problem: the boss requires them to carry out an activity with the target of adding 100,000 new users, but the budget is often not enough. How to use the existing budget to carry out activities and achieve activity targets is actually a big test for operations personnel.

1. Choose the right form of activity

People who have the habit of browsing Weibo should have participated in the reposting lottery activities of Weibo bloggers to some extent. These reposting lottery activities can be generally divided into two types:

First, follow – forward – @ friends. The purpose of this form of participation is to increase followers, forward and @ friends' participation conditions, so as to spread the activity. If other users want to participate in the activity, they must also follow and forward. This form of activity can increase a large number of fans in a short period of time. But fans' loyalty is not high.

Second, you can directly forward the message to participate in the lottery. This is simple and crude. You can use the user’s social relationships to spread the event and also spread your own account. Users will come to your homepage and find that the content is exactly what they like, so they will become your fans. Although this method increases fans much slower than the first one, the loyalty is higher than the first one.

Although both are lottery activities, the purposes of the activities are different and the settings of the activities will also be different. But both are essentially forms of activity with low participation costs. Therefore, when your prize budget is insufficient, you might as well choose activities with low user participation costs and that are suitable for your operational goals.

2. Reasonable prize combination

There are certain skills in the combination of prizes. If the prizes are not attractive enough, the participation in the event will be reduced. If each prize is very expensive, where will the budget come from? Therefore, setting up a gradient of prizes is a test for operators.

What does it mean to have a gradient? As we all know, on World Book Day, e-commerce websites often have discounts and promotions on book categories, and even give away e-books when you buy a book. So how should the number of prizes be set? There are two ways to do this:

First: 20 Kindles priced at 558

Second: 1 kindle priced at 1499, 3 kindles priced at 958 and 12 kindles priced at 558.

The budget for setting up these two prizes is within 12,000, but they have different effects. The first one is to randomly select 20 customers from all the customers who participate in the book-buying activity and give them a Kindle worth 558. The probability of winning is the same, and the prizes are also the same. For customers, the prizes are not exciting enough and cannot excite them. The second type of prize is a graded prize setting. The price difference between the first prize and the third prize is quite large. Although the number of prizes is not as many as the first type, customers participate in the event purely for the first prize.

In the selection of prizes, in addition to having a gradient and being attractive enough, the first prize can be a higher-priced item. In addition, the most popular items or limited-edition items can also be distributed as first prizes. The more attractive to customers, the better. The second prize does not have to be that attractive, as long as the price is lower than the first prize. As for the third prize, the price is the lowest and the quantity is larger. Some activities also directly use coupons and points vouchers instead.

3. Jointly organize events with other brands

Joint events held by brands can also be called joint marketing . As early as 2004, HP and Starbucks had carried out cooperative marketing. HP provided Starbucks with wireless equipment. As long as customers entered a Starbucks coffee shop with these technical supports, they could connect to the Internet. Customers came to Starbucks to drink coffee, and Starbucks cooperated with HP to provide Internet services for customers. Customers could surf the Internet freely while drinking fragrant coffee. This was a first at the time. The brand cooperation between HP and Starbucks ultimately brought more profits to HP and Starbucks.

Mobike , a shared bicycle that has been very popular this year, has also jointly launched activities with a series of brands. Mobike has launched a cooperative Coca- Cola , where buyers can get Mobike riding coupons when they buy Coca-Cola. It has also cooperated with Disney to launch the Mickey and Minnie limited edition Mobike, which has attracted a lot of attention. Cooperating with Meiyan Camera, we launched Mobike-themed AR special effects, which exploded in the circle of friends .

Among the activities that Mobike has cooperated with other brands, the one that users are most aware of is probably the sticker collection activity. During the event, the instructions for the sticker collection activity will pop up every time the Mobike APP is opened. Users can get stickers randomly after completing a ride. In the Dragon Boat Festival sticker collection activity, users can get cash red envelopes after collecting all the stickers. In the " brand event " jointly organized by Mobike and Nike , users only need to collect stickers to get Nike shopping coupons.

The sticker collection campaign that Mobike cooperated with brands not only raised users’ awareness of its own brand, but also promoted other brands’ activities. It was a win-win result. So, when your event budget is insufficient, you might as well try to co-organize an event with other brands.

After studying Mobike’s sticker collection campaign, Hezijun found that sticker collection not only increases brand awareness, but also has certain benefits in cultivating user habits. In order to facilitate operators to carry out event operations, the event operation tool Activity Box has now launched a sticker collection activity.

Summary: As the saying goes, if the budget is not enough, operations can come to the rescue. It’s time for operations staff to show off their skills and save your event.