Event operation: should we create a hit product or an event that will not attract any user complaints?

Do you worry about user complaints when you organize events?

I have always felt that as an operator , when doing events, what we should pursue is explosion.

Let users participate more, let users interact more excitedly, and achieve the target value quickly.

In all these years of career, I have never seen any activity without user complaints or complaints. In other words, any activity with such characteristics usually starts and ends tepidly.

When I was working on Shanda's company-wide carnival event, I watched the wealthy people recharge millions or tens of millions a day while cursing Shanda for being a black-hearted money-swindler. The wealth of the game 's paying users and their ability to curse were actually beyond the imagination of normal people.

After the game "Surround the Nervous Cat" became popular, or after a series of similar H5s became popular in the circle of friends , WeChat finally took action to rectify it, but what was the result?

As a result, WeChat’s Moments basically no longer produces similar popular H5s. The reason is that although users do not spread them or complain about them, no one is willing to use this method to attract traffic because the upper limit of sharing has been restricted, basically cutting off the way to attract traffic . However, has WeChat increased the quality and frequency of Moments as a result?

I think that from the perspective of the ever-increasing user base, it is increasing. However, if everyone opens their own circle of friends, I believe that the frequency of sharing in the circle of friends is decreasing for many individuals.

Because it's not fun anymore, I'm too lazy to open it.

The popularity of any thing is bound to be accompanied by praise and complaints.

Just like, I complain about paying for knowledge , but it does not prevent " Get " from becoming a hit; you complain about the sharing economy being stupid, but it does not prevent the financing of "bicycles" or even "power banks".

Therefore, anyone who can bring up topics has won most of the battle in terms of operations. Where is the other half?

Relying on the solidity of the product.

If a product is well made and the activities are interesting, then this product will definitely not die. Not only will it not die, it may also attract more attention and attract more interested users.

The question is whether the product is powerful enough to sustain the attention brought by the operations. If not, it may die quickly.

This is an iron law.

However, we still need to discuss some methods to reduce the negative effects of an activity.

Communicate with all stakeholders

The event will inevitably involve products, R&D, operation and maintenance, marketing, and even partners. It is very necessary to communicate with all parties in a timely manner before the event begins. A properly completed hit event is definitely not as calm and peaceful as it appears on the surface. It must be the result of the efforts of many people and countless days and nights of time.

Emergency plan preparation

You must have an emergency plan, as you never know how many pitfalls are waiting for you during an event.

Therefore, for any problems that may exist in any link, there must be corresponding emergency plans to follow up and deal with them.

Otherwise, a little carelessness may lead to huge problems. For example, when an e-commerce company holds an event and makes a mistake in changing the price or clicking the wrong decimal place, it may lead to huge losses in revenue. Who will be held responsible?

When you encounter a problem, you should solve it accordingly

There will be complaints and even complaints during the event, but the key is to be able to handle these complaints and turn them into a good thing. In this process, there are countless details to take stock of.

To put it simply, if you promote item A during an event, but users end up wanting item B, then can you leverage that power and make B a part of the event as well? Whether you have this flexibility is worth reviewing and finalizing in advance.

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