Scenario-based operation: Change your thinking and plan a generous anniversary event

Imagine an anniversary event, just like your own birthday, just like your birthday party, then the venue needs to be decorated, this is website decoration.

After decorating the venue, should you invite everyone to attend? Remember that there won’t be many people coming to your birthday party, so you need to think about how to spread the word. This is the warm-up before the event. If you want the venue to be lively, then you need to inform people who know you in advance that I am going to have a birthday and everyone should come to my birthday party. You are welcome to bring your friends. You will let more people know you, deepen your relationship with old friends through this birthday, and meet many new friends. They are all willing to stay. This is our goal.

Steps to event operation

Then it is applied to the actual activities like this, which is divided into the following steps:

1. Preliminary layout of the anniversary celebration venue (website decoration)

Use SMS group, daily sending, message push, new media, self-media , channels, etc. to release the news of your website's birthday, attract users to celebrate your birthday, and encourage users to bring their small blessings. For example, on the anniversary, post a warm-up article on the WeChat official account , encourage users to comment on the article or send private messages to the official account to send blessings, and then send gifts from it, or let users forward it, and forward it to participate in the gift. This involves what gifts to give. It is recommended to give something related to your website or platform that can be converted.

2. All the audience will give welfare (birthday cake)

What should you do on your birthday? Of course, you should prepare a birthday cake. Since it is a birthday cake, it should be as big as possible so that everyone who comes can have a share. For financial products , it can be a storewide interest rate increase. For e-commerce products, it can be a discount or a gift when you buy. For tool products, it can be a free service trial. For social products, it can be a bonus for adding friends, etc.

3. If a user comes and buys your product, and the conversion is successful, then give it away (this is like treating them to a meal)

Users come, bring gifts, and buy products, so it's time to treat them to a meal. Okay, then what should we treat them to? First of all, we need to think about why we invite users to dinner. It is a secondary conversion. We all hope that the relationship between us and our users can last long. Therefore, every purchase made by the user should have corresponding feedback. The food delivery platforms do a good job in this regard. The three major food delivery platforms will give you a red envelope after you finish ordering, and let you share it with your friends. This is a good reference. If a user buys your product, it means that he recognizes you. Is it easy to get someone's recognition? If it is not easy, then you must seize this opportunity. NetEase Kaola and Dianping both do this.

4. Come every day, you can't forget how lovely I am

Of course I don't want my birthday to end on one day. After all, it only comes once a year, and this is a good opportunity to expose myself. Then I will give users an incentive every day, which can be a red envelope grabbing at 10 o'clock every day, with a limited random amount, or a daily lottery. If you want to retain users and increase fans, then I suggest you combine it with new media activities, such as lucky draws for Weibo reposts, selected messages for WeChat public accounts, etc.

5. Ranking (giving extra care to the friends who care about me the most will give me different rewards)

For every event, there will be those who participate the most deeply and are the most active. These people are the friends who care about us the most. How can we not reward them? Then we set up a ranking list and send a reward to those users who have the best conversion during the anniversary celebration. For example, in financial products, what benefits will you give to users who are the highest investor , the highest daily investor, or the first investor of the day? This is a simple scenario-based routine for the anniversary event, and a process, which will make the subsequent activities much more clear.

Things to note when operating an event

However, there are various ideas for event plans. Perhaps an anniversary event planned in this way is not a very good operation plan , but it is a good example of operation scenario.

Operations are never completed by making a plan . Here are some points that need to be paid attention to in event operations. I would like to share my own insights:

Jack Ma said, "Winners should reflect on where they got lucky, and losers should reflect on where they lost. If we had done something well, we would have won. It might be better to focus on this. Otherwise, if we always spend time on this or that which we didn't do well, we will lose morale. Because the purpose of reflecting on the loss is to win the next time. Winners should also reflect on where they got lucky."

1. Even the most insignificant activity should have a sense of ceremony to stimulate everyone’s passion. You are not working alone.

A successful event not only needs to have a clear theme, but also needs to be recognized by the leadership. The event plan must be clearly written and coordinated with other activities to avoid conflicts. Similarly, you must coordinate this event with your colleagues. Your team members should be fully informed when the activity is launched and when it ends.

2. The scene of the event needs to be rendered by the planner to make the event flesh and blood

A good event operator must be a person with a very clear mind. He must know what goals to achieve before doing the event, how to achieve them, how to guide users to participate, and how to make the event flesh and blood and humane. The first impression of the event is very important. A star effect, a practical item, a surprise red envelope, and the fun of helping others!

3. The first wave of promotion is important

When an event is launched and needs to be promoted, we need to start warming up before it is carried out. This is the first wave of promotion. The event will be promoted vigorously, and the internal resources of major media platform companies will be mobilized and coordinated, and even external forces will be sought to launch this event. Observe data every day, listen to user feedback, listen to data feedback, and keep improving.

4. Don’t ignore users who respond strongly to you

After the event, we will conduct data analysis on the event to identify its highlights and shortcomings. Who are the people who actively participate? Have you captured these people? Do you clearly know their IDs on your platform? This is what you need to understand.

5. Operation is to make friends with users. It seems that you are open-minded, but in fact everyone has their own routines. However, you each get what you need and have fun. This is operation.

Invite participating users to evaluate the event. You can also tell users about your own experience of the event in the forum community like a friend. We are friends with users, with this mentality.

6. Don’t miss the opportunity to spread the activity again

After the event is over, you may want to write a summary to your users, telling them that you are seriously helping them to get benefits and that you are seriously bringing them happiness. Finally, remember to tell them to come often and that I am always waiting for you on the website, because the next event must be what you are looking forward to.

7. Operation is a collection of creativity

Listen to your users and combine your business goals with activities they expect, and you will feel differently about your work.

To those who have read this far, thank you for patiently reading my article. These are some of my insights from my work. I hope you can give me corrections and encourage us to learn together.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @天使小虹帽 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!