How to assess activity risks and improve activity strategies and gameplay?

Once the back-end strategy and front-end gameplay of the event are designed and the theme is determined, we only have one last step left to come up with an event plan - assessing the event risks so as to improve the event strategy and gameplay.

In short, no matter how smoothly an activity is carried out and whether it can achieve expectations, there are bound to be some uncertainties and risks. Our final step is to identify these risks and see whether we need to make some additional adjustments to our strategies based on these risks.

Every event operator should consider event risks when planning an event . Are you clear about what activity risks are and how to formulate strategies to deal with them? Let’s take a look at it together below.

1. Omission of activity rules

The specific rules of the activity depend on the activity. If the rules of a small activity are relatively simple, they can be written together with the participation method. For more complex activities, it is best to list them as a separate part. If the event operator does not think of this, the rules are not clearly stated in the event rules, and are not explained when communicating with product technology, it will cause users to be confused and even be "taken advantage of".

2. Unclear description of development requirements

The designed rush-buying process is not perfect, which makes it easy for others to take advantage of you. After placing an order, you should be automatically redirected to the payment page. In this way, even if the purchase limit is missed, with so many people's enthusiasm for buying, it will be difficult to have a second chance to buy after the first payment is completed, and naturally there will be no multiple swipes.

1. Lack of activity risk control

When designing an activity, you should take into account various emergencies that may be encountered during the activity, make plans for response measures, and quickly activate emergency plans if problems are discovered during the activity. In addition to the normal progress of the event, we also need to consider what to do if there are not enough participants in the event, whether to promote it again; what to do if the event is too popular and most people can't get it, whether there will be additional tickets, all of these need to be taken into consideration and countermeasures should be prepared. Event operators can write down their event plans or make them into a flow chart. Any form is fine, but they must be thorough and logical.

Several common risks in large-scale events

As mentioned above, there are several common risks in large-scale events:

1. If the activity lasts for a long time, how to maintain the popularity of the activity?

2. How to ensure that the activity has enough popularity when it is launched?

Because many user behaviors on the Internet follow the herd effect, there are a lot of people participating at the beginning. Out of the desire to watch and follow the trend, many people also come to participate. But if only a few people participate at the beginning, many people will wait and see, and this phenomenon will occur.

3. How to avoid being fleeced?

This risk is especially common in e-commerce discount promotions. How to avoid being taken advantage of or how to avoid similar ticket-swiping behaviors is also a common risk.

There are only three common risks in large-scale events. So how should we typically deal with these three types of risks? There are also several common countermeasures, which we will look at in turn:

1. If the activity lasts for a long time, how to maintain the popularity of the activity?

1) New topics and new content every week

2) Daily and weekly draws (by adding some probabilistic winning events to reduce the risk of long-term popularity decline)

2. How to ensure that the activity has enough popularity when it is launched?

1) Crowdfunding first, then campaign

We launched a preview to users at the very beginning, inviting everyone to join us in crowdfunding whether this activity is established or not. For example, if 2,000 people say that they really want to hold this event and hope it happens, then the risk of holding our event again may be lower. No matter what, at least there will be these 2,000 people participating.

2) Additional Rewards

After the event starts, find ten or twenty users who place orders every day and give them an additional reward. This way, you can ensure that the event will be popular enough in the early stage of its launch.

3. How to avoid being fleeced?

1) All coupons, benefits, etc. are limited in time or quantity for redemption or use

It's the same with vote-rigging. All our IDs can only vote once within a limited time, or a limited number of times. There is no problem with this.

So the above are several types of risks and some common responses. Let’s take a look at these common risks, and then go back to the case of Section xx of the two-dimensional e-commerce website to see whether all three types of risks exist.

In fact, it does exist. Based on the ideas given here, we might as well give some supplementary strategies and add them to the activity plan.

Next, we will look at the risks and countermeasures in turn:

1. If the activity lasts for a long time, how to maintain the popularity of the activity?

During the event, we will invite a famous person to share live online every week (we will add some new content every week for everyone to consume)

2. How to ensure that the activity has enough popularity when it is launched?

A "Looking for 2D Super Fans" crowdfunding campaign will be conducted in advance, with each person paying 33 yuan first. When 1,000 people have participated in the crowdfunding, all crowdfunding members will enjoy a 40% discount on all goods purchased during the event, which cannot be accumulated with other discounts.

3. How to avoid being fleeced?

All coupons, benefits, etc. can be redeemed or used for a limited time/quantity.

The final activity framework of the 2D XX Festival

In this way, the risk prevention mechanism of our two-dimensional e-commerce xx festival has basically come out. So after this step is completed, we can finally get the final activity framework of the two-dimensional e-commerce xx festival:

First of all, the preheating is formed by a crowdfunding-initiated activity, and then during the event there are 4 site-wide gameplays and 2 category special sessions.

In the 4 ways of playing, several coupons cannot be used in combination, but they can be used in combination with discounts in special category events. Each category special session will have a well-known expert or KOL do a live broadcast every week. This format helps to increase the popularity of our activities for a longer and more lasting period.

Basically, I think that when an activity framework reaches this level and some important details such as time are added to it, a mature activity plan will basically emerge.

So far, through the explanation of methods and the case of a two-dimensional website activity, we have taken everyone through the entire process of an activity from having no clear information at the beginning to slowly and step by step confirming its optimal focus, activity strategy, and gameplay design, and then to completing the construction of a framework bit by bit, and finally allowing us to write a reliable activity plan. This has completed the entire process of planning, designing, and executing the first half of a large-scale and complex activity.

Author: Xu Xiongxiong

Source: Xiongxiong Operation Notes ( TRIPLEX_XYY )