First, the user experience is paramount.
When designing marketing activities, the purpose should be as clear and single as possible. Many people like to integrate multiple marketing purposes into one marketing activity. And each purpose will increase the user's operation. End users feel that the experience is not good and it is too difficult to give up.
For example, when they see the lucky draw, let users pay attention to WeChat to get the activity link, then click Login, enter the mobile phone number to get the login code, and then use the login code to log in to the designated website for the lucky draw.
Among them, users not only have to go through four steps to complete, but also switch between mobile phones and PCs. The purpose of this design is to increase WeChat fans and bring traffic to the website. The dual purpose makes this activity process relatively complicated.
Second, data analysis measures the effect.
The effect of a well-designed marketing campaign should be measurable, such as how many fans you have added, how much traffic you have brought and how many products you have sold.
It is by no means unmeasurable. If the effect is not measurable, it is impossible to monitor the key KPI in progress to optimize the adjustment. For example, the effect of the activity mentioned above can be the increase of fans or the traffic of the website, and this effect must match the previous purpose.
Sometimes it is not necessarily the purpose of marketing activities to measure the effect easily. For example, when a product recommendation is released, the forwarding volume is the easiest to track, but it should not be the final effect of this activity, but the traffic or sales volume is.
Third, limited rewards or investment.
Limited reward, or investment. Marketers often say that no matter how much budget I give, I can also do activities with the same effect as xx. If the same effect is achieved, you will spend 6.5438+million, while others will only spend 5 million. Do you think this marketing campaign is successful?
Limited prizes or investments should be controllable in marketing activities, and once they are uncontrollable, they will become activity risks. Ensure that the roi is greater than 1.
Fourth, the "fool" operation rules
We don't want to take part in complicated activities. The first point mentioned is actually the user experience. Of course, simple rules are sometimes closely related to marketing purposes. As mentioned in the first point, the rules are naturally complicated after the purpose is increased.
For example, the earliest Weibo event @5 10 people, WeChat friends circle will forward it first and then take screenshots to receive the prize, which will be very complicated. You will find out why prize forwarding is the most popular in Weibo, because it is simple. Anyway, it is a question of turning around.
Of course, within a certain range, the attraction of prizes can weaken the conflict caused by complex rules, but the original rules should be as simple as possible, or users can be stimulated by phased rewards every time they complete their requirements. Just like a game, it is complicated to fight monsters and upgrade customs clearance, but he is willing to participate because he can get feedback rewards for completing a task.
Five, interesting, clever design with * * *
Interesting and fun design can also make users can't help but participate, and sometimes even give no reward, because he gets a spiritual reward when he participates, and he is happy. For example, we saw every object, the group, the sorry group, and no one gave them money, so countless people spoofed and forwarded it.
Why? Because he has been rewarded when he participated in the exchange-spiritual reward. If the marketing activities of enterprises can make consumers get spiritual returns and feedback while participating, then they will greatly ignore the material returns, thus reducing the marketing investment of enterprises.
This is why some enterprises are keen on public welfare marketing, that is, to grasp that everyone has responsibility and kindness, is willing to do good deeds, and will feel happy after finishing them, thus expanding the spontaneous spread of influence.
Matters needing attention in planning activity scheme of intransitive verb WeChat
1, the activity threshold should be low. Generally speaking, according to your target group, the lower the threshold, the better. The more elementary the audience, the better, because the more advanced the users, the smaller the user base, and the enthusiasm of advanced users for activities is far less than that of primary users. In addition, the low threshold also includes the formulation of activity rules, and the rules are as simple as possible. The more complicated the rules are, the fewer people will participate, especially WeChat, a fragmentation time when more communication tools are used.
2. The activity rate of return should be high. Activities must benefit fans and users, because users' enthusiasm can only be mobilized if the activity has a high return rate and rich prizes. Activity rewards can be material or spiritual. Why do you want a high-return prize? It is because consumers have long been accustomed to overwhelming activities and have long been indifferent to prizes, so prizes should be set with characteristics and attractiveness.
At the same time, we should also pay attention to improving the winning rate of prizes. Although the grand prize was good, the number of winners was small, and many participants were busy for nothing, which dampened their enthusiasm. Therefore, on the basis of ensuring the grand prize, try to set up as many small prizes as possible so that as many people as possible can get gifts.
3. It's more interesting. The more interesting the activity, the better. Only when the activities are fun and interesting will more people participate and the atmosphere of the activities be created. If the activity is interesting enough, even if there is no prize, everyone will actively participate. In this era of all-round entertainment, entertainment is the fundamental purpose of surfing the Internet. This is only part of the marketing plan of WeChat merchants.