Six Principles Of Marketing Operation

If discussion and planning, reality and various activities in existing channels are the first reference and reference. For example, during the Spring Festival of 2013, JDB put a vending machine at the joy city of Xidan, Beijing. As long as the shoppers shouted "New Year's jar", the sound would be enough, and the vending machine would automatically drop a jar. This fun and free activity attracts consumers who are shuttling in and out of the mall. With the promotion of activity, this activity has been continuously released to micro-blog, which has attracted more attention.

Enterprises always want to achieve better results at lower cost, and activity thinking provides a very good solution. Interesting play net CEO Zhou pin once shared an activity. Planning cases In the early days of the establishment, in order to get more registered users, the fun network planned a user registration and award activity. As long as the new registered users on the website can fill in their address, postcode and other contact ways, they will get the opportunity to draw lottery. The interesting play net itself is the website of creative household articles. The small gift is very creative. Many users participate in the attitude of trying to see it at the very beginning. It never occurred to me that they could receive small gifts, and suddenly aroused the enthusiasm of the users.

But it is not the end of the lottery. The rule of Zhou pin is that if the user signs up and invites new friends, he will get the lucky draw, which will be accumulated at most three times. The enthusiastic users in the front began to act as proliferators, and the chain reaction continued. Generally speaking, the cost of obtaining a registered user is very high. It is even more difficult for users to fill in the real mailbox, address, cell phone and other contact modes. Zhou pin solves this big problem with a small "interest". At the same time, the preparation of creative small gifts has also been the first batch of user experience users. After the activity is unfolded, Fun play net The average cost of acquiring new users of similar websites in the industry is directly lowered to 0.5 yuan per 20 yuan per person. This is the result that many businesses and teams are asking for.

Observing the operational characteristics of these social platforms, several key rules summed up by Zhou pin once again played a role.

Free. Free includes both cost and additional requirements and conditions. The lower the threshold of participation, the larger the population will be covered, the more users will be able to find and obtain. None of the above two activities raised additional requirements for user participation.

Simple. Under the light weight principle, the rules of activity need to be set as simple as possible. The more complicated the rules are, the more impatient the users are. In observing micro-blog activities, although some enterprises have set up very detailed rules, users often do not look at them, but use their own understanding, and finally lead to the confusion of the results. Simplicity is also a basic requirement for enterprise activity planning. Too many rules will distract users, and often the effect of activities is not satisfactory. In the case of common user requirements, users release and multiuser rules, for example, release multi-layer requests, which require both forwarding and multiple accounts. Even though this rule is only a small increase.

Transparent. How to get the reward and reward of the activity settings? Who finally got the reward on what conditions? The open and transparent process of the whole process can be verified, not only the best communication with the users, but also greatly reduce the subsequent meaningless complaints. In social networks, the use of profit making impulse is very common, and it also spawned " Brush winning party The phenomenon of users rushing to benefit will be entangled in this, so transparent process is very necessary.

Interesting. Self entertainment is one of the most typical phenomena in social media. Social networking games are always like games. Interestingly, it can attract more users to participate, and it can also stimulate users' new self entertainment creation, thereby promoting the diffusion of information to pull up the effect again.

Cumulatively. The accumulation of interests can fully mobilize the enthusiasm of the participating users. Just like Zhou pin's rules set up in the new user invitation registration activities, every participant will become his own distributor. However, this rule can not be unlimited, but under certain restrictions, such as the limit of "the top three".

Cashing. Earning cash is like stimulating interaction in the social network. It is necessary to make a minute and timely release, that is, as long as the user reaches the reward conditions, he can get the prize. Prizes are not necessarily big, they can be a can of drinks, or they can be other small incentives. They are allowed at any time to cash in and collect cash. If you can go beyond the expectations of users, it will be even better.

The six rule is not born on social networks, but inherited from traditional Internet and forums. It is only suitable for the full use of social networks.

Different characteristics of the platform will add some new elements. For example, WeChat provides a new possibility for the operation of the activity, that is, the combination with the region.