The promotion process of "giving away books" to attract new customers

Nowadays, many fission methods are carried out through giving gifts. Users get prizes by forwarding posters, helping friends, etc. In this process, they can attract enough new users.

Friends who are familiar with how to play Mission Bao know that books are commonly used bait for fission activities. Friends often ask, what is the approximate fan cost of the book giveaway activity?

Today, let’s focus on discussing how to use books as activity bait and attract more new users while controlling costs.

In the following case, books were used as prizes for four consecutive events. The number of new fans attracted to each event was over ten thousand, and the cost per fan was between 0.2-0.5 yuan. Let’s see how he did it.

1. Activity fission path

① See the event poster in the circle of friends/community.

② Users scan the QR code to participate in the event and obtain exclusive posters and event rules.

③ Users forward the poster and invite friends to help them.

④ After completing the task, the official account will push the method of claiming the event prizes, and the user will claim the prizes.

The whole process seems to be no different from most Questbao activities, but don’t worry, the details are below.

1. Activity gameplay: multi-level tasks

• 3 people scan the code to receive the electronic version of [Huawei Accounting Efficient Work Package worth RMB 2,999] (no ranking requirement);
• 10 people scan the QR code and receive 3 paper books with free shipping (must be ranked in the top 50 in popularity).

Key point: You will not get 3 paper books immediately after inviting 10 people. Instead, you need to meet another condition at the same time → be in the top 50 in popularity ranking.

By limiting the popularity rankings, not only can the cost of prizes be controlled, as only 50 prizes need to be prepared; it also allows users to always invite friends. The rankings are updated in real time. If you want to maintain a position in the top 50, you must always pay attention to the rankings and invite more friends to help you.

2. Event copywriting

Hello, XX Operation

Book collection rules: Invite friends to scan the exclusive QR code on the poster below

①Three people scan the QR code to receive the electronic version of [Huawei Accounting Efficiency Work Package worth RMB 2,999] for free. (No ranking requirement)

② If 10 people scan the QR code, they can receive the 3 paper books shown in the poster for free, including shipping. (Need to be ranked in the top 50)

→ View the rankings and friend support details

Event deadline: July 30, 2020 23:59

Whether or not you can receive a prize is directly related to your ranking, so the ranking list is placed in the event welcome message. More often, the ranking list is placed in the friend support reminder to remind fans how many friends have accepted the invitation and completed the support.

Another small detail is the event deadline. Since the list is updated in real time, users must be informed of the event deadline to facilitate them to arrange their own promotion rhythm.

2. Event Prizes and Fission Posters

When determining the event prizes, in addition to meeting the needs of users, you must also combine your own business to find the intersection between user needs and your own business.

It is relatively easy to determine what books to give out. What kind of books to give out will be for what kind of user group. For example, if this public account is related to taxation, then give out financial books; if the user group is children, then give out picture books; and for high school students, give out college entrance examination question banks, etc.

The reason why this activity can attract a large number of target groups to participate is that, in addition to the books given away are needed by the user groups, the prizes given away are of high value. If you search on JD.com, you will find that the prices of the three books are not low. If you buy them yourself, it will cost nearly 200 yuan, which is also a considerable expense for users.

Of course, as the organizer of the event, buying in bulk will be much cheaper than buying directly, roughly around 40% cheaper.

1. Event poster

• The theme is clear, and you can understand what this activity is about just by looking at the title;
• Price anchor, highlighting the value of the prize;
• Content outline: Accounting, Tax Avoidance, Invoicing, telling users the key contents of the three books;
• The paper version is free of shipping, eliminating users’ concerns about postage.
• 3 books can be claimed at one time. Answer the user's question: can you only claim one of the books or all of them?
• Scan the QR code to receive the gift immediately and give users action instructions.

There are 4 rounds in this series of activities. Each round gives away 3 books, and the number of new users attracted in each round is over 10,000. Compare the following 4 pictures to see what commonalities there are and what points are worth learning.

2. Commonalities of posters

• The recommendation is "Invite you to get a free paper book", highlighting the paper book;
• The title highlights the core information of "free" and "3 copies";
• There are price comparisons, the original price is xx yuan, now it is 0 yuan;
• Free shipping for paper products and nationwide delivery;
• Recommendations about books, such as "Teaching you how to be an excellent accountant step by step" and "If you don't know how to do it, you really don't dare to fight in the workplace";
• 0 yuan for a limited time, scan the QR code to receive, giving users urgency and action instructions.

You can reuse the above 6 points in your own fission posters according to your own activities. Any copywriting that is used consistently is definitely the most effective copywriting.

3. What are the reusable points?

1. Prize Collection Rules

Using rankings can effectively control the cost of activities and stimulate users' enthusiasm for sharing and spreading information, which is worth learning.

2. Multi-stage tasks

After participating in the event, you will find that the threshold for receiving prizes is relatively high. You need to complete 10 people and rank in the top 50. Many users may give up directly after seeing this, so the organizer first gives users a first-order task that is easy to complete, that is, free electronic materials, so that users can help spread them.

3. Enterprise WeChat traffic diversion

After completing each task, users will be guided to add corporate WeChat, which not only solves user problems in a timely manner, but also successfully completes the drainage action, facilitating later reach and conversion.

4. Menu bar activity entry

In order to get old fans of a public account to participate in activities, many clients publish soft articles. However, the opening rate of articles has dropped a lot compared to before, and many times it cannot bring the expected results.

Adding an activity entry to the menu bar can greatly increase activity exposure and participation rates.

5. Menu bar personal account traffic diversion

Compared with articles and social groups, the opening rate of Moments is the highest. This is why more and more people pay attention to private domain traffic. The two menus of the official account of this event, "Event Consultation" and "Free Group Joining", are both directed to personal accounts.

If you want to know more about the book-giving fission event, please tell me in the comment section~

Author: Mango Meow

Source: Mango Cat