The three key points of hot-selling traffic-generating activities!

Today I will share with you how to design a growth campaign based on some actual cases.

1. Two steps help you increase users' willingness to participate in activities

If you want to increase users' willingness to participate in activities, you must grasp the user's psychology to the greatest extent possible. Here we can start from the following two aspects:

1. The first step is the initial contact:

Whether it is an online or offline activity, users will only continue to pay attention to our activities if we can arouse their curiosity when they first come into contact with us and make them think that the activity is interesting.

When users first come into contact with our activities, they will have two psychological activities: one is the curiosity of wanting to know what it is, and the other is the psychology of possibly finding the activity interesting after understanding it. We can use these two points to design activities.

1) Curiosity:

Users are attracted to activities to a large extent because they want to know what kind of activity it is, which is what we call curiosity.

If there is a certain sense of mystery in the copywriting, creativity, and process of the event, users will become curious, which will attract more users to pay attention to the event.

2) Interesting psychology:

Suppose the user already knows about the activity, but fails to arouse curiosity.

At this time, you can also stimulate users' interest and make them feel that the activity is interesting. For example, the activity rules can be well designed.

2. The second step is the participation of people around you:

After a user develops a favorable impression of an activity after initial contact, he will want to participate, but the idea of ​​participation will not be too strong. He may be worried about the risks, so many people will choose to wait and see.

However, when users see that people around them are participating, they will have three different psychological activities while watching.

The first is the herd mentality. If an activity makes users feel that there are many people participating, then the probability that users decide to participate will be greatly increased, because when many people participate, they will subconsciously think that the activity is reliable, so the risk will be reduced.

Then there is the user's fear of losing. The most effective way to make users feel this way is to make them feel that the opportunity is rare.

For example, the activity can be set with a certain threshold, and a sense of urgency can be added, such as countdown, limited time and limited quantity, etc., to make users feel that they may miss the event if they do not participate immediately.

Another point is to take advantage of the user's comparison psychology. Everyone has a comparison psychology. When we are young, we compare clothes, and when we grow up, we compare careers.

The same is true for activities. If users see that people around them are participating in the activities, they will most likely participate as well.

Based on the above two links, we can think about the following three questions in the early preparation of the event:

1. What kind of users do I want to attract?
2. What content can I offer to attract them?
3. How can I attract more people?

Based on these three questions, prepare pre-heating posters and copywriting, and promote them in your circle of friends and communities.

For example, when we were doing fission activities before, we did a short wave of wave-style promotion, and the effect was very good. The main reason was that we thought clearly about the above three points.

First of all, we were doing a book-attracting activity to attract new customers, hoping to attract community operators.

Therefore, we used the physical book "Essential Handbook for Community Operations" written by ourselves to attract this wave of users. Because the field is very vertical, the users who finally received the book were very precise.

In order to attract more users, we designed this activity in a way that users invite their friends to unlock books.

Therefore, the promotion of our circle of friends is also designed around these points.

I would like to emphasize here that you must think carefully about which users the gifts for participating in the event will attract.

An eye-catching event gift can attract more users to watch. An eye-catching gift can not only stimulate users' desire to participate in the event but also stimulate users' herd mentality.

In order to reflect the urgency of the event, you can also set thresholds for the event, such as countdowns, limited places, etc. Only when users feel that the time and places for the event are limited and that they may not be able to buy them even if they have money, will users feel at ease to participate.

The following is the interface of a wave of book fission activities we did at that time. We set up three-level tasks to guide users to unlock step by step, and each step is very easy to complete, so the data from the entire activity is also very impressive.

2. Quickly find the detonation point of the activity from three angles

Earlier we talked about how event design can increase users’ willingness to participate in events. Next, let’s talk about how to create explosive topics.

If operators want to create explosive topics, they must grasp the rigid needs of target users and start from the highest point of demand frequency. Only in this way can the activity be most likely to gain the favor of users, attract their attention, and successfully create explosive products.

Here are the three mindsets of event operation and the three explosive points of events that we are going to talk about.

1. Three thinking points for activity operation: rigid demand, high frequency, and pain points

1) Basic needs thinking: Only when we grasp the essential needs of users can our activities have a foundation for success, and only then can we truly enter the hearts of users and become the focus of their attention.

For example, food, clothing, housing and transportation are the basic needs of modern people, so the probability of successful planning from this aspect will be higher.

2) High-frequency thinking: Find the triggering point of the activity, and then focus on the areas with the highest frequency of user demand. If you can plan activities based on such needs, the popularity of the activity and the probability of successful detonation will be higher.

3) Pain point thinking: If you want to resonate with users, you must grasp their pain points and make the event an event that can warm users’ hearts, so that users will remember the event.

The above are the three mindsets for event operations. Next, I will tell you about the three explosive points to attract users: free, subsidies, and rewards.

The first one is free. Free may seem old-fashioned, but it is still very popular in event operations. The first impression it gives people is that you can get prizes without spending any money.

Free services can be provided through free trials, free gifts, or free gifts.

For example, free information provision. When we organize activities, we can ask users to provide information that interests them. For example, we can provide operators with the tools and information they need.

Furthermore, during the event, users can be provided with the opportunity to try products for free, allowing them to get close to their favorite products. This form of activity is very attractive to users and can trigger a strong explosive effect.

For example: When Ofo was just starting out, it launched a “free bicycle riding” campaign to expand its popularity and increase the number of users. This campaign attracted many users to download their APP. When users were using the product for free, the spread of the campaign also increased rapidly. This is undoubtedly the most typical and successful case of the “free trial” campaign strategy.

In addition, we can give out a certain number of gifts to users during the event. This way of setting up explosive points caters to the user's psychology of luck, making users feel like "super lucky people", and the event information can also be spread quickly.

For example: Xiaomi will give out a certain number of mobile phones to fans during promotional activities. Due to the limited quantity, the number of users who forward and follow the activities also increases greatly. Xiaomi is also very successful in spreading information, which not only increases brand awareness, but also enhances fans' loyalty to the brand.

In addition to free services, we can also use a subsidy model to make price concessions to users during promotional activities, thereby reducing the cost for users to obtain products.

From the perspective of user psychology, almost all users tend to get the greatest return with the least effort, and subsidies can firmly grasp this consumption psychology of users.

For example: Every June, JD.com launches a large-scale promotion event called 618. The most attractive thing about this event is that the product prices are much lower than usual, so every year’s 618 has almost become a "Carnival Day" in the minds of users.

In addition to free and subsidized gameplay, we can also introduce a reward mechanism during the event, which will greatly encourage users to participate in the event in a short period of time, especially when the cost of the event is 0. The higher the probability of users actively participating in the event, the greater the probability of the event becoming a hit.

For example: In order to consolidate its position in the hearts of fans, the well-known variety show "Running Man" launched a topic activity called "Running Man Group Naming Contest". By participating in their topic discussion, fans will have the opportunity to get their idol's autograph.

This just happens to stimulate fans' desire to get their idols' autographs without paying any cost, and the probability of fans participating in the event will be higher.

3. Use rituals to increase user engagement

Now that we have talked about how to launch an event, let me add a little more information about how to use a sense of ritual to increase user participation.

Ceremony is a relatively broad concept, which includes not only weddings but also many small festivals.

If we organize activities in a fixed format every time, such as welfare day, activity day, special price day and other similar festivals, and clearly define the start and end time of the event, fixed festivals can greatly increase user participation.

For example, the Western fast food chain Wallace has set up a "Super Member Day" with no threshold.

Users only need to order food in the store on the 6th, 16th, and 26th of each month to enjoy the privilege of "Super Member Day": 6 yuan for the entire store.

By creating this festival, users will know in advance that if they participate on "Super Member Day", they can get this package at a low price.

Having activities on fixed holidays can not only cultivate users' anticipation for the holidays, but also stimulate users' "positive psychology".

I think "Super Member Day" is not only a promotional event for Wallace, but also an important strategy to maintain new and old users.

Finally, I want to tell you that a successful fission growth activity can not only enhance the brand's influence, but also expand our user traffic pool. We need to think more from the user's perspective and think about problems from the underlying logic of psychology. These are the core.

Author: Xingxiu

Source: Xingxiu