Shantou: Soft part, find an eye-catching source for your activities. Such as festivals, anniversaries and hot spots.
Benefits: The hard part. Represents the actual benefits that users can enjoy. Like a discount.
A gimmick is to give an activity a reason, and there are four types of references:
1. Take advantage of hot events (such as the World Cup) and industry hotspots.
2. Take advantage of the new trends of enterprises/products to do activities, which are not affected by the outside world.
3. Special time nodes, legal holidays, anniversaries, anniversaries, etc.
4. Jointly held, many influential organizers joined forces to expand the influence of the event.
The setting of interest points should be attractive enough.
Is it a small benefit that everyone can enjoy, or a big benefit that only a few people can enjoy?
Facts have proved that:
"10% off the audience" is not as good as "0. 1 yuan spike".
"Send a lipstick to 100 lucky people at random in Weibo" is not as exciting as "Send 100 lipsticks to Weibo, draw a lucky fan and contract you for a lifetime".
"Small benefits for all participants" is not as exciting and sighing as "one person wins koi fish".
The WeChat group's "grabbing a thousand red envelopes of 0. 1 yuan" is far less memorable than "grabbing a big red envelope of 100 yuan".
The big benefits enjoyed by a few people are topical enough to attract more people to watch.
But if there are more gimmicks and more benefits, there is nothing new. How to keep them fresh? Two kinds of references are provided.
1. Photo website search. Enter keywords such as 0 yuan purchase and discount, and then search and refer to other people's poster copy to inspire us.
2. Search for hot topics in Weibo and use some online buzzwords to give users a refreshing feeling.
Finally, when using gimmicks and profit points to operate activities, be careful not to cheat and anticlimactic, which will hurt consumers' feelings and experiences. Pay attention to the substance, interest and easy participation of the activity, and feedback the results to users in time. Although the activity is a temporary stimulus, it should be based on the long-term development of the brand.