Promotional event: the process of bargaining for popular products!

As early as 2016, price-cutting reached a small climax due to Pinduoduo's "instigation". Afterwards, various ways of playing social fission, such as bargaining, group buying, distribution, and likes, were quickly utilized by various industries and became an important part of user growth . At first, everyone would use it at a low frequency at important nodes, and the effect of fission activities was significant. After reaping the benefits, it gradually became a model, empowering companies to attract new customers and traffic .

Different fission types have different usage scenarios and purposes. This time, Tuitui takes the bargaining activity of an offline store A as an example to analyze the process of a popular bargaining activity.

01 Determine the purpose of the activity

The biggest purpose of doing an event is to achieve business indicators , which can be brand exposure, new customer acquisition rate, retention rate, conversion rate, etc.

Therefore, before doing any activity , determine the goals you want to achieve. For example, this time the leader of store A hopes to double its performance on May 20th, so all subsequent planning and promotion should be set around this goal.

02 Target Disassembly

After clarifying the goal, we will break down the path to achieve it. The disassembly method I often use is the tree branch method. As the name suggests, it means breaking down the goals layer by layer and breaking them down into very small pieces, so that the entire framework is very clear and you know what to do at what point in time. Start small and work your way up to the big goal, defeating them one by one and eventually completing the big goal.

After breaking down the goals, we calculate and estimate the data for the new additions that each channel may bring.

The purpose is to have an idea in advance of what effect the activity can achieve with the current resources, in which directions it can be promoted or expanded, what problems may be encountered, and how to solve them. At the same time, we also need to conduct target customer analysis, analyze customer types and underlying user psychology

03 User Analysis

The first step is to pull out the backend customer data for analysis. Find out the characteristics and pain points of our target customers

Take store A as an example. By pulling out the previous purchase data, it was found that although 90% of the products are used by women, more than 60% of the people who buy products in the store are men, contributing more than 80% of the sales. In this case, when we organize activities, we must consider both users and buyers.

If we want to engage these two types of users and continue to grow, we must consider things from their perspective.

1. Benefit points: What can you get after sharing?

Generally speaking, we have the following options:

① Physical objects: high-priced items, obtained at low prices

② Money

③ Practical information: such as industry information, learning courses, etc.

④ Psychological satisfaction: vanity, social status, etc.

2. What are the reasons why users are unwilling to share activities?

① Failure to meet user psychological expectations . This is usually because the gift packaging or the actual value of the gift is not conveyed properly.

② The overall activity is low , and users feel that sharing is shameful

04 Choose the right solution

After analyzing the possible problems of users, we look back at the goals and choose the appropriate solution.

AStore leaders’ metrics are performance-oriented . Then our activities require a round of paid screening before customers enter the store.

In the end, we chose the setting of bargaining for gifts. Because the theme is 520 , we chose a product for couples. The original price is 1,980 yuan, and it can be bargained down to 520 yuan . By comparing the price difference, the benefits of the event are highlighted (the cost price does not exceed 300 yuan, so it is actually profitable).

At the same time, in order to increase the store visit rate , we set up the Switch, which is the favorite of boys, and home projectors and other equipment that improves the quality of life for lucky draws and gifts for full purchases.

05 Determine the promotion method and rhythm

Promotion methods are divided into internal and external. Internal ones include the store’s own official account and community, as well as store posters and offline promotions.

Externally, it was mainly cooperation with self-media platforms. The promotion of store A this time mainly utilized internal channels.

The event was preheated 5 days in advance, and more than 100 potential customers were accumulated during the preheating period. The event also lasted for 5 days , and on the second day after the event, which was May 20, customers were attracted to come to the store to receive gifts. Throughout the entire event, more than 800 people paid, and the online turnover was close to 400,000 yuan.

06 Activity effect monitoring

After the event is launched, the most important way for us to control the promotion situation is to keep a close eye on the event data during the event.

PV, UV, registration volume, etc. in different periods and channels. Find the best channels and time periods and focus on promotion.

At the same time, it is also necessary to pay attention to the influence of different customers in the circle, find out the KOLs, and stimulate them to further promote the event by setting up private connections with KOL rewards.

07 Activity Review

Event review is an essential step after an event is completed, but few people can do it well. Reviewing is not just about looking at the data. We need to break it down based on the previous goals and summarize the problems and solutions step by step. Continue to accumulate digital assets and operational experience

Online fission is something that requires long-term operation and accumulation . Although understanding the underlying thinking logic may not necessarily allow us to create a hit product every time, it will undoubtedly help us avoid many detours.

Author: Push

Source: Tuitui