Event Operation Planning丨How to plan a fission event?

With the fading of traffic dividends in recent years, brands’ ability to control communication channels has declined unprecedentedly, which has also made brands increasingly vulnerable.

Tencent has also conducted a survey before, which showed that 80% of the channels for a WeChat user to obtain information come from sharing by friends. Everyone has their own voice channel on social media, and the control of individual discourse has become stronger. Therefore, from the perspective of the WeChat operation industry, if you want to plan a hit event in the current market environment, you can only rely on fission, and only fission can bring obvious and effective event results.

No matter you call it "fission", "attracting new users" or "growth". The essence and process are the same:

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Although there are so many fission activities on the market, there are really few that can really detonate the circle of friends and achieve the effect of swiping the screen. For ordinary users, the success or failure of fission is random, just like luck, but for professional event operators, it must have methods, skills and traces to follow.

Next, I will analyze the four aspects of activity plan, activity gifts, activity posters and activity copy one by one: How to conduct fission activities to attract users to the greatest extent and make everyone want to participate.

1. Activity Plan

1. The theme of the activity is in line with the user's pain points

Another more straightforward explanation for meeting user pain points is to capture public sentiment.

This is the fundamental factor that determines whether your event can go viral and be all over the screen.

Think about the previous successful fission activities. All of them are well versed in this - expressing the voice of the public:

During the Spring Festival in 2014, WeChat red envelopes seized the demand for “Spring Festival red envelopes” and set off a craze for fission marketing;

NetEase Cloud Classroom used a 10G workplace information package as an introduction, grasping the anxiety of professionals who want to improve themselves, and successfully achieved screen-sweeping level of dissemination;

There is a book with the theme of "How long has it been since you finished reading a book?", which captures the public's need for learning and progress. In less than a year, it has become a well-known name in the book industry.

Be it user habits or user anxieties, as long as they are the common voices of the public, it will be fine. Therefore, operators must be more sensitive, learn to capture the psychological demands of the user group, and then find the connection point between it and their own brand, hold on to it tightly, and emphasize it repeatedly, so as to achieve the most efficient communication.

2. Make the activity process more interesting

Think about it, when you are browsing your Moments, what kind of content is more likely to attract your attention or make you want to like it?

It must be interesting content, right?

Being interesting is an advanced way to attract user attention. Moreover, the purpose of everyone participating in the activities is to relax and unwind. Activities that are too rigid and procedural can easily make fans who participate in the activities feel bored, making it difficult to continue to attract new fans.

Currently, most fission activities are equipped with a ranking function. Don’t underestimate this small function, it can greatly enhance the enthusiasm of fans to participate. The real-time changing ranking can make fans create huge motivation for participation invisibly. Therefore, friends who are in charge of event operations must make good use of this function.

3. Clearly list the benefits of the activity

Here we must first distinguish the difference between product features and product benefits:

Product features are attributes, they are the characteristics and advantages of your product, and the starting point is you.

Product benefits are what users can gain from the attributes, and the starting point is the users.

If the theme of your event is just from your own perspective and you just keep exporting the features of your products, no matter how loudly you shout or how much publicity you do, you probably won't attract others.

However, if you fill the event theme with various benefits, tell your users what they can get from the event and how their lives will be improved after getting it, then users' desire for your event will be enhanced, thereby greatly increasing the participation rate of the event.

In a word: don’t tell users what your activity is, just tell them what use this activity can bring to them!

2. Event Gifts

1. Sincerity

I saw a topic on Weibo’s hot search list before, which aroused discussion among many netizens: Takeaway merchants, stop sending me cheap drinks!

For takeaway merchants, they only consider things from their own perspective, thinking that as long as they give gifts, they will be able to give customers a feeling of exceeding expectations or being affordable. However, they forget that gifts do not depend on the price, but on whether they are practical. If you deviate from this principle, then no matter how expensive the gift you give is, it will only be a "self-touching" act.

The same applies to activities organized by public accounts. When setting gifts, you must clearly understand the demographic profile of your user group, determine their consumption level, age group, gender distribution, etc., and on this basis choose something that they can really use. In fact, the high threshold for participating in the event does not have much impact. The key is whether the gift is what they really want.

Event operators, next time you set up gifts, give up the following gifts, otherwise fans will only think of three words in their minds after seeing them - no sincerity, and the effect will only be counterproductive:

• Use coupons with extremely high thresholds;
• Obsolescence of some product stocks;
• Low-cost and cheap products that can be seen at a glance
• …

2. Red envelope + gift

If you want to quickly increase your followers in a short period of time, red envelopes are a very effective form of gift.

However, if only red envelopes are used, the cost is relatively high and it is easy to attract the participation of freeloaders, which makes it difficult to bring practical benefits to subsequent conversions.

The best way is to use a small amount of red envelopes (such as 3 yuan or 5 yuan) as an inducement, and match it with some other gifts related to the brand. This way, the event can be spread effortlessly, the promotion effect will be multiplied, and it has been proven to be effective time and time again.

3. Activity thresholds should have levels and buffers

If your gift amount is relatively high or the quantity is relatively small, but you still want to use these gifts to achieve the greatest effect of the event, then the best way is to use the ranking function. At the end of the event, the top few people on the ranking will receive gifts. However, there must be some buffer steps in between, otherwise fans will easily become lazy and not want to participate once they see that the threshold is so high. Here are some practical buffering methods:

Invite 5 people and get a coupon worth 50 yuan. Invite 10 people and get a coupon worth 100 yuan. The top 3 on the list at the end of the event will receive a super prize.

Invite 3 people and you will get a chance to participate in the lucky draw and have a chance to win a super prize. If you don’t win the prize, you can continue to invite friends, and the top 3 on the list at the end of the event will directly receive the gift.

3. Event Poster

1. The benefits should be clear

The poster should clearly state what benefits users can get by participating in this event, such as:

• big gift pictures
• The honor of testing new products
• Koi Good Luck
• The direct improvement that this gift can bring to your life
• Capacity Enhancement
• …

In short, it must directly hit the user's psychology and be clear and understandable. It can directly enhance the user's desire to participate in the activity and is also the driving force for users to attract new users in the future.

2. Sense of urgency

The deadline of the event should be highlighted on the poster and can be shortened appropriately. for example:

• Delete within 24 hours;
• The number of gifts is extremely limited;
• Expires tomorrow night;
• …

These words will create a sense of urgency for users, increase their motivation to take action, and prompt them to promote and forward the content immediately.

3. Authoritative Testimony

Writing a testimony from an authority figure on the poster, or including the headshot of an authority figure, even if it is just a small part, can build a sense of trust in the minds of fans, and they will also feel a sense of honor when forwarding it.

4. Activity copywriting

1. Insight into user psychology

Most people use words like "free gift" or "XXX gift giveaway" when writing event titles or theme introductions.

If it were a few years ago, these words might have been extremely attractive to users, but things are different now. After users have seen and participated in various activities, they have become almost immune to these words . They know that all activities have thresholds and that they may not actually receive gifts even if they participate.

If you can understand the fans' psychology, change the copy to:

Win the Super Koi Grand Prize, maybe it will be you;

Currently, 359 friends have received XXX gifts;

These descriptions will be more vivid and hit the mark of everyone's mentality of "it's better to be safe than sorry", so the excitement it brings will be much better than getting it for free.

2. In line with user personality

Currently, more than 80% of the channels for attracting new users come from social networks. If you cannot have a deep insight into people’s psychological demands in a social environment, it will be difficult for you to gain a foothold in attracting new users through social networks.

For most young people:

• Free products are definitely not as likely to be forwarded as new product experience officers;
• Receiving a big prize is certainly not as interesting as finding koi;
• Giving away information is definitely not as motivating as improving workplace competitiveness;
• …

You know, Moments is an important channel for users to maintain their personal image. Due to the pressure of image, few people would like their Moments to be occupied by all kinds of free words, so changing the wording and giving users a step will definitely achieve twice the result with half the effort.

3. Help users think of forwarding copy

Users are lazy, even lazier than you think.

For example, they will not actively click on the GuangDianTong ads below, nor will they actively click to read, let alone write messages. From this, we can see what is the probability that they will actively forward their circle of friends?

In fact, many users want to forward your activity after seeing it, but after thinking about it for a long time, they still haven’t figured out the copy for the circle of friends, so it is shelved. For operations, it would be a real pity if they were blocked by this step.

If you want to avoid this situation, you can try to help your fans think of the copy for forwarding to their Moments, add it to the last sentence of the event description, and fans can simply copy and forward it after reading it. In this way, the entire process can be completed in one go, which can reduce the loss rate by at least 30%.

Our operations work itself requires us to think of various possibilities and remove all obstacles that may arise in the process. It is these details, one after another, that make a world of difference in the results.

In the world of operators, the attractiveness of tweets, posters, and event rules is a symbol of your ability. This means that you can firmly grasp the user's psychology, win the trust of fans, and achieve twice the result with half the effort. You can also open up your Ren and Du meridians and truly grow from an [event executor] to an excellent [event planner].

Related reading:

1. Elements and channels of online product promotion plan!

2. A complete online event promotion planning plan!

3. How to acquire customers through online event operations?

4. Activity Operation丨How to Play APP Online Activities and Offline Promotion

5. Will the more online promotion channels there are, the better the campaign effect will be?

6. For online operation and promotion, can the hit H5 that goes viral be replicated?

Author: Xiaoxin

Source: Zhuxin Technology ( zhuxinkj ）