User points and growth value retention system

User points and growth value retention system

How to make users feel that points are valuable?

Puzzled:

The points retention system is designed completely according to the above logic, but the retention rate and user interaction are still very low

Customers find it troublesome and think it is more cost-effective to give discounts directly.

The algorithm is too complicated, it makes people dizzy

The core issues are:

1. The product is not a rigid demand of users, so the user attention is bound to be low

2. Customers don’t know the purpose of points and growth points

3. The points redemption link has not formed a marketing closed loop

Exposure and packaging communication

► Public account exposure
Tip 1: After following the brand, set up introduction materials for points and guide to add customer service or shopping guide WeChat in the menu bar entrance
Tip2: Shopping guides should strengthen the role and purpose of points in the sales process. We will not discuss the details here. We recommend that companies improve their terminal service standards. Tip3: Points communication materials should be clear and can attract customers' attention.

Attractive poster copy can easily induce users to pay attention to the purpose of their points. Many brands often fail to pay attention to this key node in content copy, and the final result is very different from the original goal.

The reason is still an organizational problem. If the membership management department and the marketing and branding department are independent partners, remember to get through the last mile.

Here I would like to introduce a small case study of "Yiming Real Fresh Milk Bar". This case study is very simple. In fact, it is a small H5 plug-in that uses a small idea of ​​querying points and future prospects similar to the annual bill of Alipay. It can effectively arouse the interest of users to query and know the meaning of the brand and the use of points. For activities like this, you must communicate more with partners in the brand department or creative department. I am a rookie in content operation, so I will not expand on it here...

Scan the QR code to see the complete copy
Tip 4: Post regularly on the official account
Some operations colleagues have reported that the number of readers of the official account is relatively low. Do we still need to increase the opportunities and channels for exposure? What I want to say here is that you should not miss every opportunity to increase user touchpoints and exposure, nor should you simply post tweets. You need to make adequate preparations in your marketing plan. We will mention this later

As you can see here, each issue of the tweets actually contains information about how to play with points and the push of news. Of course, this must be based on the marketing goal. A journey of a thousand miles begins with a single step, and a drop of water can wear away a stone. This is the truth.

When the member management department calculates the member MAU (monthly active users), it has a lot of reference and standards for user channel sources.

Tip5: Content of public account tweets
Tweet points to exchange for merchandise

Taking stock of the existing member points activity, the following richness can be added: Points redemption coupons:

Pure points exchange (calculate points value) points + cash exchange

Setting thresholds for low points coupon redemption

Points redemption gifts:

You need to make good gift planning for the points mall. This will be explained separately in the article about member gift planning. Please stay tuned.

Pure points exchange for low points + high amount exchange

High points + low amount redemption

The products in the points mall are adjusted as the marketing rhythm changes, and the redemption method needs to be well planned.

Increase exposure channels and exposure. Official accounts and social networks are all places for exposure.

Tip6: Time to send tweets from public accounts
Many brands’ official accounts exist independently to promote their own culture. As a result, members are unable to establish relationships and interactions with the brands after reading their accounts. Brands spend a lot of manpower, material resources and financial resources, but fail to achieve the desired results. After updating for a while, I found that there was no content to post, so I stopped updating or stopped updating.

Or the time and frequency of sending updates are irregular. They will be sent if there is content, and not sent if there is no content. The time and frequency of updates are even more erratic.

This kind of scenario hits everyone’s pain point.

This kind of one-way communication is often just a self-entertainment. Not only is it ineffective, but the membership system will never move forward and enter a vicious cycle...

In fact, it is better to plan your tweets well.
Each issue of tweets to be pushed is combined with the brand's own marketing plan to make communication more efficient and the interaction between customers and brands more direct. Headlines: main marketing activities + exhibition + registration link at the end of the article + fan interaction

Article 2: Brand interaction and content

Three: Points activities (points exchange for coupons/points exchange for gifts)

The plan is clear, the time is clear, the content is refined, and there is no need to worry about insufficient content.

The so-called system is to integrate everyone's resources so that the entire organization can operate efficiently and no resource is wasted.
► Other social media exposure
Brand influencer cooperation; brand Weibo; brand Douyin account; brand Xiaohongshu; brand video account...

All of the above are possible channels for exposure.

However, usually these content platforms or self-media platforms are part of the work of the brand department or marketing department within the company.

All partners in member operations must combine their operations with the relevant content to maximize the effect. Otherwise, analyzing member data every day will make you feel very unfulfilled!

► Shopping guide task system and social exposure shopping guide task system

1. Learning tasks: for example, learning XX knowledge, participating in XX training 2. Old member invitation tasks: for example, targeted invitation to XX tag members (training invitation words, one-click forwarding for shopping guides) targeted greetings to XX members…

3. Mass messaging tasks: for example, mass messaging to XX friends circle, mass messaging to XX groups, mass messaging to XX users

4. Community SOP process tasks: For example, just copy the content prepared in the SOP with one click and send it to the designated group chat.

5. Tag task system: for example, give XX tag to XX user…

Turn the SOP standard you want the terminal to execute into a task system, and the rest is the quantifiable data after execution! The premise is that the SOP standards executed by the terminal need to be sorted out in advance so that the instructions can be conveyed more accurately and efficiently.

Don’t ignore this channel and method, because the core of private domain is to form a strong relationship chain with customers. This relationship chain is the warmest and also has higher requirements for front-end partners.
Social exposure
Operation focus 1: Punch card/daily sign-in Activity gameplay: Calendar sign-in

Operation focus 2: Social topic interaction

Activity method: Daily news morning reading/buyer show collection, etc.

Key points of operation:

1. Check in for store/brand activities, solar terms, content, etc., and complete tasks to earn points

2. Combine the member center points mall, member level system and rights

3. Continuously output high-value content/topic discussions, etc.

4. Follow/filter group active users

◆Interactive Q&A
◆Daily sign-in
Establishing a marketing closed loop
► Distribute coupons after WeChat payment
After shopping: payment is rewarded, the end of consumption is the beginning of the next consumption • Strong reach, payment result page + message

•Support single ticket/custom ticket package combination

•Support jump to applet

▶ WeChat payment credentials add exclusive shopping guide customer service Customers enter the store - WeChat payment - push shopping guide business card - mini program + shopping guide distribution

▶ Real-time consumption of member points
According to the characteristics of the industry, high-frequency and rigid-demand brands can adopt the following methods to design a closed-loop point marketing (fresh food, fast-moving consumer goods, daily chemicals, footwear and clothing, pharmaceutical retail, etc.)

Case from Are You Hungry?

By completing membership tasks, you can earn large points, which can be exchanged for corresponding valuable products, achieving high user retention and high repurchase. Such activity settings can greatly increase the continuous consumption power of individual members.

Final Thoughts

All operational actions are designed to achieve goals and are not designed for fancy marketing activities.
Start planning around the goal achievement: monthly marketing activities, and the effect of targeted solutions can be reflected!
Marketing plan implementation table:
▲Develop a marketing plan implementation table

The marketing plan implementation table contains four aspects:

1. Goals (all business goals related to members)

2. Plan (all plans matching the target, including products and marketing) 3. Reach (promotion and reach methods)

4. Date (warm-up period/formal period/closing period)

Summary of this issue:
1. The reason why users feel that points have no value is because the value of points has not been magnified or seen by users. For this reason, we need to work hard on copywriting and content packaging.
2. The user login rate of most brands’ points mall is less than 5%. The core reason is that customers are unaware of good copywriting. Therefore, we must consider user touchpoints in each link and increase dissemination.
3. The purpose of setting up the points game is to improve user retention. In fact, retention and conversion need to be synchronized, otherwise the subsequent reach and awakening costs will be very high. Therefore, a perfect marketing closed loop needs to be clearly designed.

Author: Zixu talks about private domain

Source: Zixushuosiyu

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