Activity operation methods and case analysis!

The author works for a global B2B giant company, doing product and event operations work for its print design website. Today, let’s review the previous event operation cases and their shortcomings.

Case: Routine operation - scan the QR code to get movie tickets.

1. Background

The lack of unified printing standards in the printing industry has led to uneven quality of products with the same design for customers. Professional design rendering software is complex and expensive to use, which places a heavy financial burden on small and medium-sized enterprises.

The self-developed website product has been in the testing stage, and it is necessary to understand the current problems and the real needs of users.

Internet + printing, green printing has become a new trend in the development of the industry.

2. Purpose

The newly launched product attracted 15,000 registered users and increased the number of WeChat public account followers by 5,000; expanded the product's visibility in the industry through regular operational activities, paving the way for subsequent publicity and promotion; deeply understood user needs and pain points, and found a group of seed users to participate in product design and optimization.

This article is divided into three stages: before the event, during the event, and after the event:

3. Before the event

1. Event Planning

The six planning principles are used for design here, namely free, simple, interesting, transparent, accumulative and redeemable.

1) Gimmick

To celebrate the launch of our product, you watch the movie and I’ll pay for it. One thousand general movie tickets are available nationwide on a first-come, first-served basis!

2) Gameplay

Users can follow the official account by scanning the QR code on the poster's official website, and click to participate in the "You watch the movie, I pay" event to generate their own QR code poster. Through WeChat and Moments, others can scan the code to help get movie tickets. At the same time, after helping others, they can also follow the official account to generate their own QR code to share the help.

3) Benefits

If six people help, you will get one 2D movie ticket, if eight people help, you will get one 3D movie ticket, if 10 people help, you will get two 2D movie tickets, and if 12 people help, you will get two 3D movie tickets.

4) Cooperation

At the same time, we conduct offline product presentations and surveys in some professional schools and factories, cooperate with on-site lucky draws and operational activities to obtain more registered users and public account fans, and conduct in-depth offline interviews to further understand users' deep-seated pain points and needs.

2. Activity resource preparation

Prepare promotional posters, determine time, location, personnel, IT support and prizes.

Apply for special operating funds and coordinate with the operations department. The boss here is most concerned about the input-output ratio, so it is not enough to just talk about how much money is needed, and actual data support is needed. The cost of this activity will be:

IT and UI collaborate to develop H5 pages and testing processes required for development activities.

Development and implementation of research plan (not discussed in detail here, will be summarized in the following section).

3. Activity risk control

This activity is planned to be held one week before WeChat blocks the link, and it is uncertain whether the link can be shared normally on WeChat at that time (if not, the activity will be cancelled);

Development risk: Since the two systems need to be shared and used together, problems in development may cause the project to be delayed (prepare to introduce external assistance for cooperative development).

4. Activities

1. Activity launch

The event was held earlier due to new WeChat regulations and lasted only one day (it was under development and testing before that).

Since we had established connections with many schools and factories beforehand and arranged posters and other publicity offline in advance, the number of user registrations increased exponentially in the early stage of the launch and most of them were professional users in the industry. At the same time, we enabled users to join our community through telephone communication, become the first batch of seed users and give them certain rewards (material + free membership benefits), etc.

In the mid-term, as publicity continued to expand, the number of registered users reached a peak. At this time, the user levels were uneven, mainly students and novice users.

At this time, with the purpose of expanding product publicity, when users generate their own QR code posters on the official account, a pop-up message will appear saying “I’ll pay for your movies, the more you share, the more you get” to guide users to share.

Later, because the event coincided with the weekend, schools and factories were closed, and the uncertainty of the previous activities (technical development) made it impossible to promote it on a large scale, the growth in the number of user registrations was weak.

In response to this situation, we quickly adjusted the official website posters and public account promotions, changing the previous "six people help to get a movie ticket" to "four people help to get a movie ticket" to lower the threshold and attract users to register.

Nearly 15 research reports were collected through offline product presentations and user surveys, providing indispensable opinions for product optimization and functional module design.

1) Activity data results

The launch of the activity did not achieve the set goals, with an overall achievement rate of 67.8%. The number of registered users was 10,182, and the WeChat public account attracted 3,500 followers.

5. After the event

1. Data comparison

Due to the implementation of new WeChat regulations and the need for development, the entire event was shortened to one day. It happened to be the weekend when most of the target population was on vacation and resting. The event was not promoted in advance, which made it difficult to increase the number of participants in the later stage.

2. Analyze deeply and make bold assumptions

1. The shortcomings of this event were insufficient risk control. The over-optimism about the timeline for the new WeChat regulations led to a failure to change the operation plan in a timely manner when the technology was delayed in development. The lack of soft articles and posters led to weak user growth in the later period.
2. The copywriting is not well prepared, and the guidance and forwarding words are not enough to attract users to forward and share;
3. The customer service department was understaffed, and as the number of inquiries increased during the early stages of the event, the customer service department was unable to effectively respond to users within 15 seconds, resulting in the loss of some users.

3. Lessons Learned

1. When doing activities, you should discuss project scheduling and risk expectations with IT and prepare PlaneB plans;
2. Strengthen the control over the activity time nodes, and conduct timely preheating and user conversion according to the scale of the activity.

Related reading:

How to plan a successful and beautiful event?

How to write a promotion plan for new media operations?

Practical methods and operational thinking for lottery event planning

4 key points for an excellent event planning!

A complete set of activity operation planning and promotion ideas