A reusable marketing promotion plan

Currently, the hottest marketing method in the market is to use WeChat social channels for fission communication. There are two core representatives:

Pinduoduo: In just three years, it has attracted over 300 million users. After its listing in the United States, its valuation was around US$30 billion. Now you can find Pinduoduo’s group buying ads in various family groups.

Another one is Qutoutiao, which is about to go public: you can make money by reading the news, and you can also make money by recruiting disciples. Part of the gold coins earned by the disciples will be paid as tribute to the master. Relying on this method, various links of Qutoutiao are also spread in everyone's circle of friends. So, how to play marketing fission specifically? What are the specific methods of WeChat fission marketing? How to create a successful marketing fission plan?

Here I’d like to share with you a formula that will teach you how to easily master marketing fission. Fission = carrier + tool + creativity + value + user pool + operation

The principle of fission:

It is to use bait to induce users to spread in their own social circles, and the model of one to two, two to four, and exponential growth. Such a mechanism, if it works well, can attract a large number of users in a short period of time.

1. Carrier

It is a platform for undertaking fission activities. Currently, the most effective one is of course the large social platform WeChat. There are five platforms in WeChat that support fission activities: WeChat official accounts, WeChat communities, WeChat applets, WeChat personal accounts, and various H5 web pages developed by oneself.

(1) Official account: mainly refers to WeChat service account. WeChat has more permissions for service accounts. The main process is as shown in the figure below. Scan the QR code to participate, then generate an exclusive poster. Invite friends to scan the QR code and follow to help.

(2) WeChat groups: In a community, people are prone to the herd effect. Through demonstrations by official accounts, users are guided to forward copywriting and posters to their friends circle. Once the screenshots are successfully reviewed, rewards will be sent.

(3) Personal account: can cooperate with public accounts and social groups. Similarly, forward the poster with the personal account to the circle of friends, then take a screenshot and send it to the official personal account, and the personal account will automatically push the reward.

(4) H5: It needs to be developed. Currently, there are many marketing companies in the market that provide it, but it is easily blocked by WeChat and has high requirements for creativity and rewards.

(5) Mini Programs: WeChat Mini Programs are currently the most popular in the market. Many fission gameplay methods now have mini program versions, and the effects are very good. For example, the Xiao Dengta mini program allows you to invite friends to help, and when a certain number of people are reached, you can attend classes for free.

2. Tools

(1) Group buying

The core of Pinduoduo's rapid rise is group buying. If the user is generous, he can invite his friends to join the group. When the number reaches a certain level, he can get the product at a low price or for free.

(2) Distribution

Research shows that after users make payments, they have strong trust in the platform. At this time, users can be encouraged to spread the word by sharing links and posters to their friends. If new users scan the QR code on the poster and make a purchase, they can receive commission rewards in due time. The rebate for the screen-sweeping event is as high as 50%, which means that as long as you invite two new friends to join, it is equivalent to participating in the event for free, and you can even make money!

(3) Invitation

Invitation is a common way of playing, also known as supporting, ordering food, and opening gift boxes. It is simple in form and low in cost. Currently, many mainstream platforms have developed their own fission marketing tools.

(4) Bargaining

It is also Pinduoduo’s killer feature and a standard feature in the e-commerce industry. Invite users to bargain, the more participants, the lower the price.

(5) Transfer to another group

It is mainly the group fission mentioned above, which provides a poor experience, but is still effective. There are paid tools, but you can also do it for free through wetool+caoliao QR code.

3. Creativity

Fun, interesting and easy to share. The more creative the content is, the stronger the users’ willingness to participate and forward the content, and the better the fission effect of the activity will naturally be. Fun mainly refers to novel forms. Users have not participated in similar activities before, so they are naturally willing to try them. Therefore, if there are any new marketing techniques, they should be used in advance.

Interesting means that the event has enough gimmicks, which can be the theme, prizes, format, etc. Easy to share means that the optimization of the activity process must be simple, easy to understand and operate. Many marketers overestimate the public's familiarity with the activity rules. The core of creativity is reflected in the fission poster. A clear main title, authoritative sub-title, host or product introduction, limited-time and limited-quantity benefits, outline, and QR code are all necessary.

4. Value

No matter how good the idea is, it serves the core values. For all fission activities, satisfying the real needs of users is the core of the core. Therefore, before carrying out an activity, it is necessary to conduct an in-depth analysis of users to understand what exactly they are interested in. Value can be amplified through other forms, such as authoritative endorsement, price tags, limited time and quantity, price increases upon expiration, etc.

5. User Pool

All fission activities require a certain amount of starting support. If there are only dozens of seed users, how can we ensure that the needs of a certain type of users are met? The first few hundred seed users are the basis of fission. Through seed user testing, fission activities can also be continuously optimized. In addition to its own seed users, if you want to gain a large number of users in a short period of time, you can also cooperate with external parties to forward the content, especially high-potential KOLs in the industry, who can easily go viral in the circle. Joint promotion among various communities and public accounts is also a commonly used method.

6. Operations

Planning an event requires a lot of work at every step, from early planning, case filing, preparation, execution, maintenance to later data analysis.

Main process: In the early planning stage, cooperation of multiple parties is needed to clarify the purpose and indicators of the activity, and then to understand the needs of users and extract the theme of the activity. In the later stage, division of labor and cooperation are carried out to promote the activity through various channels. During the activity, updates and iterations are carried out according to real-time effects, and emergency plans such as anti-blocking are prepared.

Gaining millions of followers through an event or earning millions through a poster are no longer myths. The charm of fission marketing is so great that it attracts the participation of operators, whether they are large enterprises or start-ups. However, marketing fission is a low-level way to increase users. Word of mouth, referrals, mentoring and recommendations are the long-term strategies for business development and the foundation for all long-term business success.

Author: App Park

Source: App Park