How to use lottery activities to promote activity and attract new customers?

As we all know, since Alipay launched the "Koi Lottery" in a certain year, the lottery game has ushered in a wave of popularity. Many online education companies, including some traditional education companies, followed this growth strategy, and many particularly eye-catching cases of increasing fans emerged at that time.

However, now, lottery has become a very frequently used method of acquiring customers in the online education industry. So how does it promote user growth in online education? What is the principle behind it? This is the main issue that this article wants to discuss.

01 How to play the lottery fission game

The logic of the lottery is actually very simple. It takes advantage of the gambling element in human nature. People will think that there is a high probability of getting a high reward, but in fact it is very easy to suffer losses. However, even if they suffer a loss once, they will continue to gamble and continue to hope to win big with a small investment. Based on this mentality, participants can continue to complete a series of designed sharing actions, which is the main reason for the growth of lottery gameplay. So what are some of the fission gameplays that combine with lotteries?

1. Retweet the lucky draw

There are two ways to play the lottery by forwarding: the first way requires preparing a public account. The public account part uses the function of sharing treasure, allowing users to send the sharing screenshots to the public account background. The function will be automatically reviewed. After the review is passed, the entrance to the lottery will be sent, usually the lottery applet.

The second way to play is to use H5 as a lottery tool. As long as the user participates, he or she will have one chance to win the lottery. If you want to continue to win, you need to forward the lottery event webpage to your circle of friends or WeChat group. After completing the sharing, you can continue to draw the lottery. In addition, it can also support the reward method of "successfully inviting 1 friend to participate in the lottery" to give a lottery opportunity, but this belongs to the assistance gameplay mentioned later. General lottery tools will support both sharing and invitation reward behaviors.

Let me briefly talk about how to play the Koi lottery.

It belongs to the first type of lottery games mentioned above, except that the prizes are designed to be very generous, and all the prizes of particularly high value are packaged together, and users are encouraged to forward them. Then the prizes are drawn at a fixed time to promote more sharing and maximize the mentality of risking a small amount for a big gain. This is the underlying logic of the Koi lottery.

2. Assist in the lucky draw

The so-called assistance in the lottery is to combine the task function of the official account and invite a fixed number of fans to follow the official account. For example, you can get a chance to draw a lottery by inviting 10 fans to follow. It will also be combined with a tool called Lottery Treasure to use points to redeem lottery opportunities and participate in the lottery. This is the most basic way to play.

There is also a way to play called accumulating codes for lottery, which is a kind of lottery support. It also invites friends to follow the official account, but you have to register and log in to get 1 code. If there are 6 codes in total, it means you need to invite 6 people. You will get 1 code for each person you invite. The 6 codes will be drawn and redeemed for prizes at a fixed time.

3. Group draw

Group lottery is used by many lottery mini-programs, such as the lottery assistant. It has a function called team formation, which is actually group lottery. By designing team formation, the probability of winning is increased, and both parties can win at the same time. Another example is WeChat Reading, which requires five people to form a team to draw a monthly card number. This has become one of the most commonly used and most efficient means of attracting new users on WeChat Reading.

4. Card collection and lucky draw

Collecting cards and blind box draws belong to the same category, except that the cards are turned into blind boxes. The logic is also very simple. Invite others to help. You can draw one card or blind box for each help, until all the cards or all the blind boxes are collected. Depending on the situation of collecting cards or blind boxes, you can draw the corresponding reward.

During the Chinese New Year, we will see many APPs sending out red envelopes, using the gameplay of inviting friends to obtain cards. Of course, there is more than just invitation, there will be other actions, so many cards will be sent, and some will be duplicates. You can collect all the cards on the day the red envelopes are sent out and receive them.

There is also the airplane blind box that has been particularly popular recently. Only after inviting friends to help can you get the opportunity to buy the airplane blind box, and the price is reduced. Only if you buy the blind box and draw the air ticket inside, the qualification to buy the blind box is actually used as bait, which is equivalent to magnifying the scarcity and stimulating users to be more willing to share and participate.

Lottery fission packages the prizes with high value, gives users a lower probability of obtaining them, and makes full use of the gambling nature of making hundreds or thousands of times the profit for one cent. It is indeed very tempting, and the cost of acquiring customers is low, which is a very sharp strategy.

However, from the perspective of attracting new users, the quality of users it brings is worrying. Even if the behavioral thresholds such as registration and payment are increased, it is difficult to prevent users with unwanted users. Therefore, except for special nodes, such as holiday hotspots, impacting KPIs, or industry following trends, it is generally not recommended to use the lottery format.

02 How to play the lottery referral

In comparison, a lottery may be appropriate for referrals. Next, I will talk separately about how lottery-based referrals promote the growth of online education. The general idea of ​​a lottery referral is this:

1. Prize draw format

There is a big wheel game, in which a variety of prizes are evenly arranged on the disc, and you get the prize wherever the pointer stops; there is a ** game, in which three figures will appear each time you draw, and you can win a prize if you have three identical things; and there is an eight-square grid game, which is actually another big wheel, with a particularly bright ring rotating along the grid, and the prize is the one you choose.

Of course, the actual lottery methods are far more than these. For example, Spark Thinking’s old and new users not only use the big turntable gameplay, but also designed new gameplay such as “collect keys to open boxes”, “collect tickets to sail”, and “collect lucky bookmarks”, which greatly increases the fun and improves the participation of old users.

2. Lottery Tasks

In order to get more chances to draw a lottery, many tasks will be set in the referral process, and you will get at least one chance to draw a lottery for each task completed.

The first one is the sharing task. You can get a chance to draw a lottery by completing one sharing task. It is usually based on months or weeks. That means you can share four times, once a week. On any day of the week, as long as you share successfully once, you can get a chance to draw a lottery.

The second type is the invitation task, which generally means that by successfully inviting new users to register by sharing posters, you can get a chance to draw a lottery. It may be required that you get one chance for each person invited. Generally, this setting is for the sake of convenience, hoping that users will have more participation, and you can even invite unlimited people to get unlimited chances to draw a lottery. However, it is not actually set up like this, otherwise it will be too easy to fake orders.

Most of the time, you get 1 chance if you invite 1 person, and you may get 4 chances if you invite 2 people. The more people you invite, the more chances you get to win the lottery. However, the maximum number of times will be limited to prevent excessive ordering, even if the probability of winning is particularly low. In addition, after the invitation completes the registration, if you successfully invite someone to attend or purchase a course, you will also be given an additional chance to win the lottery.

In addition, you can also redeem lottery opportunities in a similar way to points.

Suppose you invite one person to register and get 10 points, invite one person to buy a trial class and get 20 points, and invite one person to buy the long-term class and get 100 points. If you redeem 10 points for one lottery chance, the corresponding rewards are 1, 2, and 10 lottery chances.

Of course, the above numbers are just random numbers, and the actual design should be based on the business data model.

For example, Pea Pod Thinking designed a "collect petal bookmarks" lottery game in its referral activity. It designed three tasks: WeChat sharing, invitation to registration, and invitation to lectures. Petal bookmarks can be exchanged for lottery opportunities, and the number of tasks corresponds to 1, 4, and 6 times, which greatly increases the participation rate and sharing rate.

3. Lottery selection

At present, most lottery-based referrals are carried out on a monthly basis, with a new theme every month and corresponding lottery gameplay. In fact, we should also pay attention to the selection of rewards here, which is very important.

1. The first type of selection is points, and you can get a minimum or maximum amount of points, and the probability of winning can be set very high.
2. The second category of products is related to courses, such as coupons, trial opportunities, etc., or directly displaying some courses in the lottery options, which also give a higher probability, but it is lower than the probability of winning points.

For these two types of products, one thing that must be paid special attention to is that restrictions and risk control must be implemented. They cannot be over-issued indefinitely and "inflation" must be avoided, especially for points and coupons, because they can be exchanged for prizes and courses. Once such rewards are abused, it will easily affect the redemption ratio, causing users to lose trust and reducing attractiveness.

The third category is physical gifts, which generally include several gifts of regular value and at least one high-value gift. High-value gifts are mainly digital products, such as computers, iPads, iPhones, AirPods, etc. They will be used as the main publicity gimmick.

For example, in Zhangmen’s one-on-one “Draw a Grand Prize to Win an iPad” event, you can participate in the draw for a chance to win an iPad by uploading a screenshot of the referral and sharing. In short, the higher the value of the product, the easier it is to promote and the more attractive it is.

The above is the application of lottery growth gameplay in the field of education. I hope it will be useful to my colleagues. You are welcome to add to and discuss.

Author: Dugu

Source: Wild Operation Community (id: dugu9bubai)