100 marketing campaigns, 20 campaign experiences!

Every year, I participate in the planning and implementation of no less than a hundred marketing activities , and the expenses for various activities are around tens of millions.

If you are not careful in operation, the activity you have worked hard to prepare will be ineffective and your money will be wasted.

So today I will briefly list for you the things we need to pay attention to when doing marketing activities, hoping to help you avoid pitfalls and save money.

01Control wool

I didn't use ban wool, but control.

As long as there is a promotional activity, there will be free sellers, and they play a part in activation and diffusion.

If a welfare activity doesn’t even attract people to take advantage of it, it’s actually very difficult to promote this activity.

02Set live code

As long as you want to direct users to WeChat groups or personal accounts, you must prepare multiple WeChat group codes and personal accounts in advance. Currently, corporate WeChat has its own live code function.

03Competitive product analysis

When organizing an event, be sure to check out what your competitors are doing instead of just guessing blindly.

Which of their activities can we learn from? Why did they do this activity? What is the feedback from customer agents?

And after you experience their activities, you find out which aspects can be improved.

Especially when we are doing e-commerce promotions and inviting new customers, there are differences in the prices and incentives, so agents are less willing to promote it.

04Simple and direct

Don't assume users know; make it clear to them.

Therefore, when planning an event, we must have both product thinking and user thinking.

The things we make are for users. If users don’t play with them, no matter how rigorous the product is, it will be a waste of money.

A good product does not require an operating guide. If you let users operate for a long time and still don’t understand it, they will immediately lose patience.

05Reward Design

Most activities require rewards, whether you are issuing coupons, points or drawing prizes.

When designing rewards, there should be both wool benefits and a ladder mechanism.

The former is to get the majority of people involved, while the latter is to get a few people running.

Don't pursue egalitarianism, as that won't inspire the emergence of capable people.

06Distribution

As long as distribution can be designed, it must be included.

Whether it is selling courses, attracting new customers or physical products, fully mobilize the resources around every user.

But don’t be stingy when designing distribution. If the agent only makes a few cents from each sale, he will lose his passion.

Generally speaking, a 30% basic distribution bonus is effective.

07 Trial

For the launch of new products, find some customers to experience it in advance.

It can be collected or invited by the community as a benefit for users and old agents.

Then collect the materials they used during the testing period, and when the product is officially released, they can also conduct interactive promotion in groups and WeChat Moments.

We used to sell a type of apple and sent out 100 sample packs in advance. On the day of official release, we sold 30,000 kilograms.

08 Full notice

Nowadays, there are so many groups and apps at everyone’s disposal that you might think that sending a notification is enough to inform everyone, but in fact, many people don’t know.

For major promotional activities, make sure to fully inform everyone!

One is multiple channels, such as Moments, official accounts, app pop-ups, push notifications, etc.

The second is repetition. During the activity period, take a good time and frequency of push notifications every day.

Third, private chat + training for core users and agents.

Otherwise, the activity will be completed and many people won’t know about it.

09Limited time and limited quantity

Don't do unlimited activities. The easier it is to get something, the less you care about it.

It must be limited in time and quantity so that everyone can realize the value of the welfare.

It is better to take small amounts frequently than to do it for a long time.

And don't procrastinate. When the time or quantity is up, you must finish it decisively.

In addition, in order to make users and agents feel the tense atmosphere, the progress should be displayed to them in real time.

For example, time progress, task completion progress, welfare quantity progress, etc.

10. Pricing Strategies

Pricing is a very complex project, and I will write a separate article to analyze it.

Regarding the pricing of the event, let me first say two points:

First, you can reduce the price but not directly. It is better to send out coupons or red envelopes than to reduce the price directly.

Second, directly offer the lowest price. Don’t use promotional prices, discount prices, membership prices, etc. The user’s perception is whether the price is cheap or not.

Don't make it cheaper next time.

Our products now have only three prices: crossed-out price, regular price, and promotional price. When there is no promotion, the regular price is the regular price.

This way, users will be glad that they acted early last time.

11 Marketing Posters

Considering the promotion on WeChat Moments, posters are indispensable.

Three points need to be reminded:

First, the more information on a poster, the better.

Second, pay attention to whether the QR code can be used normally.

Thirdly, marketing posters are not brand posters. Brand posters can be grand and artistic, but marketing posters are meant to make users understand and take immediate action.

For information on how to make a successful sales poster, please read my previous article. A poster that goes viral requires these 8 elements.

12 Only One Purpose

Many events will have many benefits and venues, but for consumers, there is only one that is most important.

The more you show, the more clutter the user sees.

All resources and locations should be used to highlight the core theme of the event, including external poster displays.

13Domain name reserve

Although this situation is rare nowadays, it is still necessary to remind you.

For any activities or articles with H5 links, you must prepare the domain name in advance as a backup.

Prevent user complaints and official blocking.

Not only the domain name, but also the official account is the same. It is best to use a small account for activities.

In addition, WeChat has many requirements for activities such as voting and lucky draws, so you should be cautious when doing fission activities for mini programs.

14Quick withdrawal

Single marketing activities involving withdrawals, redemptions and other rewards must be timely.

The first is to remind users in a timely manner, and when users invite others to register, place orders, etc., they should be notified in a timely manner.

The second is that exchanges and withdrawals are timely. As long as the transaction is successfully completed and the new customer closed loop is achieved, withdrawals are allowed. This will create continuous motivation.

15. Prepare more materials

For distribution fission activities, we often provide agents with forwarding copywriting, posters and other materials, and then let the agents play freely.

The easier it is for the agent to execute, the stronger the motivation.

In the past, we had a special material library for activities suitable for team leaders, and updated the event marketing materials every day.

16AB Testing

When it comes to delivery, you need to prepare more materials for testing.

One is to adjust the content itself, from the title, cover, content, benefits, etc. Sometimes a change in a picture can increase the click rate.

The second is to adjust the target of delivery. Choose bloggers such as public accounts, Douyin, Kuaishou, etc., pay attention to the comparison of data before and after, and provide exclusive links or coupons.

17. Childcare

When doing activities in WeChat groups, live broadcasts or even offline, the atmosphere group’s work must be in place.

Especially for real user case feedback, we should encourage and guide them to speak up.

After all, it’s good only if users say it’s good.

18Female Customer Service

For customer service that directly faces users, it is recommended to choose female ones.

Whether it is a community assistant who interacts in the group, or cooperates during live broadcasts, as well as videos and pictures used for distribution.

Women are much more persuasive than male customer service representatives and assistants.

Especially in the e-commerce community, women’s understanding and sensitivity about products are much higher than men’s.

19 Disband the group

After the activity is completed, the invalid group will be disbanded immediately.

The first is to create a sense of tension in the event, and the second is to avoid customer complaints within the group.

But before disbanding, make a reminder in the group, leave your contact information, and guide users to add private messages.

20 Rankings

When doing big promotions, product rankings and recommendation lists are designed to help users make consumption decisions.

When attracting new customers, the ranking list is designed to stimulate agents to forward and split.

As long as there are rankings, there will be competition.

Because for agents, not only can they get rewards, but more importantly, it is an honor that they can show off.

Okay, that’s all for today. I look forward to your forwarding, comments, and likes.

—— THE END ——

Author: Shili Village

Source: Shili Village