Use these 6 tricks to create a fission activity with over 100,000 followers!

When we are doing various marketing fission activities, we often need to consider what to give to users as rewards. The essence of reward is actually an exchange. What do users need to pay? What are you willing to give?

For example, Pinduoduo’s 100-yuan red envelopes, Didi Taxi’s coupons, and various community group buying platforms’ one-cent purchases, the quality of the incentive target setting will have a great impact on the final effect of the marketing campaign.

Today, let’s talk about the common incentive targets and what we need to pay attention to when designing them.

01. 6 common fission rewards

1. Cash Prize

In the vast majority of marketing campaigns, cash is the most effective incentive.

a. New Customer Award

The more people you invite to successfully register, the more rewards you can get. This is usually an activity to attract new users.

b. Consumption rebate

You can get a certain amount of commission rebate by completing the shopping yourself. Products with high customer orders are suitable for price reduction, while products with low customer orders are suitable for commission rebates.

c. Sharing Award

Invite someone to place an order and get a corresponding commission. All social e-commerce platforms do this, and there are also some paid courses and communities that attract new members.

d. Mission Award

Complete a challenging task, such as getting first place in voting or winning first prize in an invitational competition.

Regarding the size of the monetary reward, firstly, it should be based on the difficulty of the activity, and secondly, it should be based on your customer acquisition cost.

2. In-kind awards

We often see activities where you can complete tasks and win big prizes such as mobile phones, cars, TVs, etc. The more valuable these items are, the more attractive they are.

In fact, offline activities are more suitable for physical rewards, because they can be felt intuitively offline and have a strong impact.

This is also why so many people participate in offline ring tossing and claw machine games, because they can see them with their own eyes and they can get them within their reach.

For offline physical rewards, the prizes must be stacked together to create a visual impact.

In addition to physical rewards for completing tasks online, free trials and one-yuan purchases can be offered to give more people the opportunity.

In addition, there are three points to note about physical rewards:

First, we should highlight the price of the product, and more importantly, its value.

Second, pay attention to the different models of the goods and mark them clearly.

Third, pay attention to the express delivery process to ensure that it is intact

3. Data Award

Some of the reports and documents we often read are valuable, especially after being systematically organized.

The rewards in the information package are more suitable for education, community and specific professional groups.

For example, if mothers participate in the event, they can get 100GB of parenting materials, including music, picture books, novels and other e-books.

For example, for short video practitioners, forwarding an event or adding a WeChat account can obtain 100 pieces of industry operating information.

The information sent is either currently scarce, or it has too much content to save everyone's time, and it is usually the latter.

To some extent, the data package has the lowest investment cost and can be used and accumulated continuously.

4. Equity Award

The membership system is currently a common way of stratifying users, which also means that users will enjoy different rights, and membership rights are given to users as a reward mechanism.

a. Experience Award

Taking the film and television membership of platforms such as Youku and iQiyi as an example, by participating in a certain event, you can get a one-month or three-month membership experience.

If you are running an e-commerce platform, you can also allow winning users who participate in the event to enjoy membership prices in the short term, as well as some hotels, restaurants, amusement parks, etc.

There are two benefits to the membership experience:

One is to allow users to have a deep experience of your membership benefits

The second is to make users develop a habit and guide them to pay and become formal members.

b. Membership Award

Taking our paid community as an example, some sharing guests or members with better performance can join the community for free and enjoy the same rights as paid members.

Generally speaking, the formal rights award period is one year, the experience award is 1-3 months, or even only 7 days.

Of course, there are also permanent membership incentives. For example, social e-commerce platforms have a three-level partner system: elementary, intermediate and advanced. After completing the goals of attracting new customers, consumption and team building, they can be upgraded.

5. Coupons

This kind of reward may seem like a common method, but it is indeed the most effective, has the lowest trial cost, and is most easily accepted by users.

a. Tickets

If you pay attention, you will find that every year there are activities in the circle of friends where you can give away tickets to various scenic spots, amusement parks, and summits by forwarding articles. The key to attracting users to forward articles is to provide entertainment projects.

b. Lottery tickets

We have listed many types of coupons, such as single products, full-discount, special events, no threshold, etc. They must be usable by users and should not be paired with worthless coupons.

c. Points

Some platforms will have points, which can be redeemed for coupons, physical items, phone bills, and even chances to enter a lottery.

To a certain extent, points have the lowest cost. As long as the projects corresponding to the points are valuable, the points can achieve a multiplier effect.

6. Honorable Mention

People are all pursuing fame and fortune, either for themselves, for their families, or for their companies or teams.

The most crucial point about the honorary award is its scarcity. It is more of a recognition of values ​​and spiritual belief. If it is easily available to everyone, it will be worthless.

From the country to the team, we can see it being widely used.

For example, some large companies will recognize employees who have worked for them for 5, 10, or 20 years every year. Another example is that social e-commerce platforms select leaders of various micro-business teams every year and invite them to walk the red carpet, receive certificates, and take photos.

Honorary incentives are sometimes more attractive and motivating to a person than material rewards.

For example, in the internal APP of the food delivery platform, each deliveryman can see the local order king, and some sales company employees can see the team’s sales champion every day.

02. Four points to note about fission rewards

The above are our 6 common marketing incentive methods, and in the specific implementation, we should also pay attention to the following four points:

1. Just because of the matter

Users of different products focus on different things, so the rewards should be adjusted based on the company's own business, which also includes some seasonal factors.

2. Pay attention to the threshold

The threshold for participating in the activity cannot be set too low, as it is easy to be fleeced. It also cannot be set too high, otherwise very few people will participate.

It is most appropriate to set a step-by-step threshold based on the intensity of the reward, so as to fully mobilize everyone's enthusiasm for participation.

3. Timely rewards

What users of marketing activities are most worried about is that the rewards cannot be redeemed, so attention should be paid to the timeliness of the rewards.

The first is real-time feedback, where users receive progress reminders via text messages, pop-up windows, etc. when they complete an action.

The second is timely rewards. Some rewards can be redeemed immediately, such as instant withdrawal. For some large-value reward activities, users must be contacted and the rewards redeemed as soon as possible after the review is completed.

4. Promote vigorously

The rewards issued are always limited, but our goal is to attract other users to participate by relying on rewards with a certain probability and customers who have already won the prizes.

Therefore, for reward activities, we need to use various channels to spread them, such as internal channel apps, mini-programs, public accounts, groups, external channel agents’ WeChat groups, Moments, etc.

The first is to reach users in all aspects, and the second is to reflect authenticity through cases.

Author: Shili Village

Source: Shili Village