Experience in attracting new customers through marketing activities

Many activities seem to have been done, and time has been spent on design, development and other work, but when it comes to actual business, it is found that there is no effect. The editor has made the following summary based on the experience of some previous activities. If you find it inspiring, you can combine it with your next activity.

01. The attraction of bait

Whether you are attracting new registrations or attracting users to place orders.

First, you need to think clearly about what you are going to exchange with users. The better the conditions you offer, the more users will be attracted.

For that activity, the general bait will include the following 5 aspects:

1. Price

When you organize activities, you are generally selling three kinds of things: goods, services, and memberships.

Since it is an event, there must be a clear difference in price.

If you are a member, the discount you enjoy will be even lower.

You also need to consider whether this product is the first to be released. If it is, you have to give a trial price.

My previous requirement was that the new product price must be the lowest price in history.

2. Time

An activity must have an effective time. Generally speaking, the tighter the time is, the more enthusiastic users will be to participate.

Such as limited time of 24 hours, 48 ​​hours, 7 days, etc., and the length of the time discount should be determined based on past activity experience and current user consumption.

There are also those based on special time periods, such as new product launch days and anniversary celebrations.

There are three points to note when setting the time:

a. If it is an online event, there should be a dynamic countdown to highlight the tense atmosphere

b. Generally, the rush sale does not exceed 7 days. The longer the time, the greater the chance that users will forget and their enthusiasm will decrease. It is best to use hours as the unit.

c. Do not change the time at will, stop when you are done

3. Quantity

Limited discounts are not only reflected in price, but also in quantity.

For example, if the quantity is limited to 300 or 100 copies, and when displaying the quantity, attention should be paid to the control of displayed data and real data.

For example, at the end of many posters or articles, it will be written that there are only 200 copies, 50 copies have been sold out, and the last 150 copies are left.

The actual sales situation may be that not a single unit was sold, but users only believe what they see.

However, during time-limited activities, products must be sold out while stocks last, and we should not be greedy for sales.

4. Rights and Interests

If you are selling courses, gift packages, memberships and other products, you must inform users what important benefits they will receive.

We usually set up triple gifts or sextuple gifts, and we can also offer combination packages to attract users.

The combination of benefits must be far greater than the cost paid by users. Another idea is to use the package as a sales driver.

5. Rewards

At the level of new customer acquisition activities, our bait is what users can get.

What you get is also two aspects:

• One is whether I get what I pay for.
• The second is whether I can get rewards for my resources.

The most attractive reward is definitely cash, so when setting up new customer acquisition rewards, it is better to give out money instead of gifts.

In addition, in "Rely on these 6 tricks to 100% increase agent acquisition and sales! 》 mentioned that there should be a tiered reward system when setting rewards.

Some are touchable by users while standing, while others require users to jump up or even run to complete.

I would like to emphasize the point of cash rewards again. Sometimes, the big prizes you think you can win, such as mobile phones or TVs, are not as attractive as the 2 or 3 yuan WeChat red envelope.

02. Rationality of rules

Many activities have sufficient bait, but the rules or thresholds are abnormally high.

Do not set up activities that users will not want to participate in after seeing them. Users need the platform to deliberately let them take challenges.

It starts with a low threshold for everyone to participate, then some users to make profits, and finally to strict screening.

1. Everyone can understand

There is not much space on an activity page to display content. You need to use a small space, a small scope, and the most core position to let users understand what you want to do.

If users don’t even understand your activities, how can you possibly attract their attention and desire to participate?

Remember, don't assume every user is smart.

The rules you think are cool are like mystery to users.

2. Anyone can execute

The purpose of organizing an event is to attract more users to participate, consume, share, evaluate, attract new users, etc.

The premise is that everyone can implement your activity plan.

Invite 100 friends and you will get 1,000 yuan immediately, and 10 yuan for each friend you invite, with a maximum of 1,000 yuan.

The difficulty of execution is completely different, and the number of user participation is also different.

03. Cultivation of seed users

After establishing the benefits and rules of the event, the next thing to consider is how to promote it.

Here I will mainly use distribution activities as an example to talk about our approach to a facial mask activity targeting seed users.

1. Recruitment

At that time, we had launched a new type of facial mask. The product had been upgraded in terms of function and packaging, and it was very effective.

In order to make the product a hit as soon as it was launched, we recruited Chief Experience Officers through mini-programs, official accounts, Moments, and WeChat groups, and opened up 1,000 places.

2. Experience

The advantage of being an experience officer is that you can get two new products for free, and after the new products are launched, you can get the qualification to purchase them at the lowest price.

However, you are required to provide photos, text, videos and other relevant materials, give another product to a friend, and invite your friend to join our new product beta testing group.

3. Training

Because our goal is to sell goods, the chief experience officers we recruit are also our agents, and ultimately the new products launched still depend on them to sell goods.

Therefore, when we deliver products, we also complete the pre-launch training for new products.

And he must invite a friend to listen together (it can be a subordinate agent), so that we have 2,000 agents who have experienced our products and 2,000 agents who have participated in internal training before the new products are launched.

4. Action

In order to achieve ideal new product sales results, all agents must obey our unified command.

During the warm-up period, all agents have to send various materials to their Moments and WeChat groups.

Think about it, before a new product is launched, 2,000 agents have posted on their Moments for more than a week, and the potential number of people affected may exceed 200,000.

Our actual expenses are very low, which are just the express delivery fee + finished product + community red envelopes.

There are three points to emphasize here:

a. The logic behind building a community, sending red envelopes, giving out trial packages, and placing advertisements is the same.

b. If agents do not try the product, they will feel timid because they are unsure about whether the product is good or not.

c. Training or in-depth notification is necessary. Ask yourself, do you understand all the activity rules and products of your company? What about these part-time agents?

04. Competitive products

We mentioned price setting in the first point about bait, which is only part of the product.

Whether an activity can be successful depends on whether the product itself is attractive enough.

1. Is the activity fun?

First of all, the activities you plan are not for your own amusement.

If you don’t find out the bottom line before going online, there is a high probability that the product will fail.

Moreover, whether users are willing to participate in verified bargaining, lucky draw and other activities depends on whether your threshold and rewards are attractive to users.

b. Is the product in urgent need?

If you sell physical products or courses, you also have to consider whether users really want this product at the moment.

If users buy something but cannot use it, then there is no value in paying to learn it.

At this time, cheapness may not necessarily make users pay.

c. Is it good value for money?

The product itself must be attractive to buyers, so that users will want to buy it even without special offers or packages.

Or the product itself has a good reputation, which is a real brand product.

Therefore, no matter what activity you do, polish yourself first.

Otherwise, even if you sell it for 9.9, but the product quality is not up to standard and has a bad reputation, the agent will not be willing to cheat the users.

The products are reliable, the experience is good, and the price is reasonable. The purpose of these means is to help you build a trusting relationship with agents and users.

Trust relationship is the most important factor in determining consumption.

05. Build trust

No user trusts you 100%, even if you give it away for free.

Therefore, we need to find ways to make users trust the platform and activities.

Trust relationship is consumer productivity!

In the sales process, there are many ways to establish a trusting relationship. Here are three of them.

1. Endorsement by big names

If you take a look at the marketing posters of courses, conferences, and books in your circle of friends, more than 90% of them will have recommendations from big names.

It can be a big name in the industry or an agent KOL. In short, users are willing to trust more powerful people.

2. Customer Examples

Endorsements from big names are now widely used, and users are worried that they are being deceived.

Therefore, users begin to trust consumption from ordinary people like themselves, which is why e-commerce detail pages still retain comments.

Users may not ignore the advice of one person, but they will be impressed by the positive reviews of 100 customers.

3. Official certification

Selling food requires a safety report, and non-food products require a patent certificate for technological innovation.

In addition, some qualifications require official authorization.

When a poster has official certification from a company, association, government, media, etc., users will completely believe it.

So when you see Pinduoduo drawing cash, there will be reminders for users who have won prizes to withdraw cash (including your friend relationships), and there will be photos and videos of on-site signing during the investment and franchise process.

These materials are the smallest units for building trust relationships.

06. Marketing content can’t stop

After completing the pre-training for agents, the next step is to prepare the marketing content.

Since you have to rely on agents and influencers to promote your product, you have to provide them with a steady stream of marketing content.

It will be provided from preheating, sales opening to closing.

Why do we need to release materials even after the event is over?

One is to inform users that the activity is successful and enhance trust

The second is to make users feel regretful and miss out.

The third is to pave the way for the next event

After attracting users to provide materials, you should also pay attention to channels and rhythmic promotion.

Don’t waste time and money on irrelevant media. Normally, public accounts, apps, mini-programs, WeChat groups, Moments, and news sources are sufficient.

In terms of publicity and promotion, we must not only coordinate closely with the event nodes, but also ensure that the agents act in unison.

The above six points have a very important impact on whether a fission marketing campaign can be successful.

Author: Shili Village

Source: Shili Village