Brand marketing promotion: How to increase tens of millions of users in 60 days?

Recently, some groups have been forwarding a message: "Please spread it! Bargaining will steal personal information... Please stay away from bargaining." Unexpectedly, the fission gameplay of bargaining has attracted so many people's attention. It is quite interesting.

Therefore, the author decided to take a closer look at the bargaining gameplay , as a kind of popular science on operations, so that more people can know how bargaining has become a fission nuclear weapon with super communication and marketing capabilities.

Bargaining tactics

Bargaining, as a fission marketing model, is actually very effective. Pinduoduo is a good example. Together with group buying, they have become the two major weapons that help Pinduoduo acquire lower-tier traffic.

Recently, I saw a big operator complaining about a newly emerging e-commerce app called Taojiji. It was said that it took 20 days for the daily active users of this app to increase from 0 to 4 million, and 60 days to acquire 10 million users, all by bargaining.

It’s even better than Pinduoduo. So, how does bargaining work? What is the process? Let me break it down with the help of a small case.

The picture above shows a relatively conventional bargaining activity. Its general process is as follows:

Fission attraction: Use cheap, altruistic and pain-point-specific copywriting to attract users to click. For example, the copywriting in the picture, "Get it for free for 0 yuan", "Atmospheric physicist", "7 lessons", etc., are all intended to arouse curiosity.

Fission participation : Generally, this step is to directly enter the bargaining page to participate in the bargaining, while some will be combined with the official account, requiring you to follow the official account or obtain login information before you can participate. The latter is okay, but the former can easily filter out a large part of the traffic and affect the smoothness of bargaining.

Fission communication : After participating in the bargaining, users will be reminded to forward the message so that more people can help the initiator to bargain. The purpose is to expand the communication through the social circle of the bargainer and directly guide sharing. At the same time, an entrance to generate a poster will be left for saving and forwarding.

Fission conversion: In addition to helping bargain, participants can also initiate bargaining themselves and invite friends to help bargain, thereby also obtaining products. Therefore, most bargaining pages will attract users to initiate bargaining by reminding them in the form of a pop-up window "I want to get it for free too" after the user has bargained.

Fission is completed: Since the number of reductions after bargaining for each user is different, this will force the initiator to continue inviting, but most people will find that the number of invitations is basically fixed, that is, the number of bargaining times is fixed, and the product can be obtained after it is reached.

Attract-participate-disseminate-convert-complete, thus a complete bargaining fission cycle is born.

Basic Logic of Bargaining

Looking at the entire bargaining process, the most core link is fission participation, that is, friends help you bargain. This process is actually a design that transforms the traditional lottery button into a button that can promote social communication.

In other words, the process of your friends helping you bargain is just a simple lottery process, except that the name has been changed from lottery to bargaining (it can also be something else, which will be discussed later), and the winning results are revealed by sharing it with multiple friends who can click on it for you.

This is why bargaining has become a classic way to play fission.

What's even more strange is that the moment the friend enters the page, the result of the bargaining has actually been determined. It is actually a lottery process. The bargaining only reveals the winning result, that is, the bargained price number.

In addition, the communication of bargaining is a many-to-one process, not a one-to-many process, because one person can bargain for multiple people, and it is multiple people who transmit information to one person.

In order to form fission propagation, we should guide the person who helps bargaining to become the next bargaining initiator, so there will be the link of fission conversion.

However, the essence of bargaining is still based on crowdfunding, supplemented by lottery. What is needed is a sense of identity among friends, that is, altruism. The form is consistent with inviting people to draw prizes, sending red envelopes, helping with cash withdrawals, smashing golden eggs, opening treasure chests, opening lucky bags, flipping cards, and helping with coupon returns. The difference lies in the creative form.

Moreover, in addition to randomly cutting prices, bargaining fission can also cut random amounts of points, gold coins, coupons, etc. Even virtual items such as gift cards and equity coupons used for redemption can be used as bargaining targets.

Do you feel that bargaining is creative and interesting, and is very suitable for attracting new customers? This is indeed the case, but the creativity of bargaining may be greater than we think. Next, we will introduce several other creative ways of playing that follow the same bargaining logic.

Other bargaining methods and operational suggestions

The author found several ways to play similar to bargaining, and shared them with you:

Assist in acceleration: The general way to play is to invite friends to help speed up the grabbing of train tickets, etc., and a click can increase the chances of successfully grabbing tickets. During peak travel periods such as the Spring Festival, May Day, and National Day, you can often see various ticket grabbing software launched, which is one of the main ways for this type of product to grow.

Helping with cash withdrawal: Taojiji’s main fission gameplay, a variant of bargaining. Whether it is cash back obtained from consumption or red envelopes for new registration, it requires inviting friends to withdraw cash. After friends click on it, the amount of successful withdrawal will be displayed, and then friends will be induced to withdraw cash, realizing a fission cycle.

Invite users to open red envelopes: This is similar to the cash withdrawal method of Taojiji, except that the gimmick has been changed to red envelopes. However, there is more room for innovation. For example, Lian Coffee uses red envelopes to package a lot of baits such as growth coffee and personality cards to attract users to invite friends to open them together, helping the Lian Coffee mini program to achieve growth.

Collecting cards and drawing prizes: Another fission gameplay with the same logic as bargaining, the format changes from bargaining to drawing cards. It is one of the classic gameplays. The card collecting and red envelope sharing of major apps during the Spring Festival and the "Draw" game of WeChat Reading all use this gameplay.

Invite people to collect codes and redeem prizes: replace "砍一刀" with lottery numbers. Different numbers can be redeemed for different prizes. Some numbers don't even have any prizes. The number of lottery codes you hold is limited. You can get one by inviting one person. This is in line with the logic of crowdfunding + lottery. It was initiated and used by an online education company.

Help with cashback: This is a new way of playing initiated by the ticket-grabbing software. The logic is very simple. Invite a few friends, and each friend will help you get different levels of cashback. Specifically, it is a coupon. There is a target coupon amount, and it only requires the number of people to be satisfied. It is almost the same as bargaining.

Unlock to get gold coins : Unlock to get gold coins is a relatively innovative gameplay. Users invite friends to help get free courses. When friends enter the page, they will see a reminder to help "speed up". After clicking, they will enter the lottery game. After winning, they will directly give friends a certain amount of coupons. Clicking will enter the course purchase page, which can both attract new users and guide conversions, killing two birds with one stone.

These are some of the bargaining variations I have discovered recently, which are very worthy of study and reference. However, in addition to studying the bargaining methods, specific operational strategies are still necessary and very important. The author provides the following five suggestions:

(1) The copywriting for bargaining and landing pages should be simple and highlight the benefits, such as winning a prize for free. The design of pop-up windows and buttons should be simple, without multiple buttons that can easily distract users.

(2) Design a scrolling bullet screen to timely display how many users and which users have received the product, creating a lively bargaining atmosphere and arousing impulse.

(3) The products to be bargained for must be very clear and should be tailored to the needs of the crowd. High-value goods that are in urgent need are the most suitable for bargaining. In addition, rewards must be exposed, with cash red envelopes being the best. Such rewards should be put in the forefront of the process design, such as cash withdrawals, rebate coupons, etc., to help with conversion and retention.

(4) The bargaining process should be designed in a step-by-step manner to attract new users or convert them to different users. Generally speaking, old users bargain for smaller amounts and with smaller numbers of users, while new users bargain for larger amounts and with larger numbers of users. Overall, a combination of "1 high price + n low prices" should be adopted to make the bargaining look reasonable.

(5) We must attach great importance to risk control, deal with abnormal data in a timely manner, reasonably control traffic peaks, supervise and handle new accounts, non-target accounts, invalid sharing accounts, etc., design exemption rules, and do our best to reduce attacks from wool parties and black industries.

Related reading:

1. Online marketing promotion: How to use H5 activities for brand promotion!

2. Brand promotion and marketing丨How to make users remember your brand?

3. Brand promotion: How to lay out the content marketing matrix?

4. Brand promotion: Brainwash advertising has no effect at all!

5. Brand promotion, how to formulate a brand portfolio strategy?

Author: Lonely Hurt

Source: Wild Operation Community (dugu9bubai)