Editor’s introduction: When doing an event, you must first understand what the purpose of the event is. Is it to gain customers or to stimulate activity? Do you want to increase retention or increase revenue? The author of this article summarizes some commonly used activity routines from these four aspects, hoping to help you. Everyone usually participates in activities on various major platforms. Various activities seem to be diverse. This article mainly summarizes some of the methods and routines to make the operation of activities more followable. When doing activities, you must first look at the purpose of the activity? Why does your boss give you money to do activities? Want to get customers? Or want to promote life? Only by understanding the desired effect of the activity can we prescribe the right medicine and prescription. To build a product, you must first acquire users. This is the first step in operations. After users use the product, we must find ways to allow users to log in frequently. If you don’t strike while the iron is hot and wait until users lose interest in the product before taking remedial measures, it will be very difficult. Therefore, after we introduce users, we must continue to stimulate users, interact with users, and improve retention. Only in this way can we increase the number of users using our products, and companies can quickly achieve profitability in their business models. After understanding this, let’s classify activities according to their goals and sort out the commonly used forms of activities under different goals. 1. Customer acquisition activities 1. New user registration subsidy activities. Many platforms will specifically set up new customer activities in order to acquire new users, and the subsidies for new users will be much higher than those for old users. The cost of subsidy for a single new user is like this. We generally call this customer acquisition cost (CAC). After getting the fees, what about subsidies to users to attract users to register? In fact, it is nothing more than releasing event information through independent channels or third-party channels, allowing customer groups to obtain information and complete registration. The so-called independent channels refer to our own APP, mini-programs, public accounts, etc. Users may have heard about your products and actively searched for and registered them. At this time, we will issue a newbie gift to the users, hoping that the users will just As soon as you come in, transactions are quickly formed and users are converted into customers. As for third-party channels, that is, all other channels except the own channels we mentioned earlier, especially newly established platforms that are not well-known, rely heavily on third-party advertising to attract new customers. Regarding the placement of third parties, a simple understanding is to choose a third party with as much traffic as possible within the scope that the budget can support, to expose the information of our products to the greatest extent, so that external customers can learn about our products, thereby forming new customers. register. 2. Activities for old customers to recommend new customers. This type of customer acquisition activity is suitable for platforms that already have a certain number of users. It gives old customers a little sweetness and lets them help you attract new customers to achieve a win-win situation. For example, credit card manufacturers often recommend old card users to receive iPhones when they apply for a card, and Pinduoduo’s very popular help for old customers and new customers, etc. These cases all use the power of old customers on the platform to allow old customers to spread their influence and contribute to the platform. Bring new blood. 2. Active activities to increase the activity of platform users is a topic that major platforms have been deeply involved in. Commonly used activity indicators include daily activity (DAU, the number of daily active users) and monthly activity (MAU, the number of monthly active users). Platforms with higher user activity have better traffic and are more conducive to business development. So how can you make users want to come to your platform often? What are the commonly used promotion activities? Let’s take a look below. 1. Task activities set task thresholds so that users can receive rewards after completing designated tasks every day. For example, major APPs can check in every day to collect points, Alipay can water and plant trees, JD.com can receive free fruits, etc., all of which allow users to come to the platform to complete a small action every day, and over time, they can get good benefits. 2. Points activity As mentioned earlier, users can get points by checking in. In fact, there are many ways to let users get more points, such as purchasing products, new accounts, etc. For the platform, points are a virtual currency recognized by the platform. After users get the points, they naturally need to spend them. Let users use points to purchase and exchange gifts. Most people will have the mentality of not giving away free things, so the stimulating effect is naturally good. Making a fuss about points is an inevitable and good way to increase activity. 3. Content topic activities/content community activities should occupy users’ fragmented time. In addition to some light forms of activities, we can also provide users with more in-depth things. Therefore, many platforms have built content sections to rely on content information to increase users’ stay time on the platform. You can plan topic activities based on hot topics and let users get small rewards when they speak, thereby strengthening communication with users.

If content topic activities are one-way output from the platform to users, then the community gives the initiative to users. Users can freely create their own content sections on the platform and express their own opinions. Then this undoubtedly creates problems with users. Deeper interaction. 3. Income-increasing activities: Increasing income is the top priority. We have done so many things before, including attracting new customers, promoting activation, and improving retention, all in the hope of getting more people to participate in our income-generating business. , only if the platform’s revenue continues to increase, our revenue will also continue to rise. So how to do activities to increase income? The conclusion is - give discounts, give users discounts! Let’s take a closer look. 1. Coupon distribution activities. Coupons here are a general term that can include various forms of means, such as red envelopes and cash. In short, discounts and benefits are given to users, whether it is issuing coupons before buying to encourage users to purchase, or giving them to users after purchasing. Rebate; whether it is distributed to everyone or targeted at exclusive customer groups; in short, it is to give discounts to users so that users can place orders quickly. Like major shopping festivals, whether it is 618 or Double 11, coupons are given out for a limited time, creating an atmosphere of using the discount to place an order immediately. 2. Group-buying activities Group-buying activities can actually be classified as a type of coupon distribution activities, allowing users to form groups. After forming a group, they can get greater discounts, give coupons of larger denominations, and at the same time increase the number of participants in the activity. 3. Full gift activities: Full gift activities are the most conventional and frequently used means of increasing income. It allows you to place an order for consumption, and after reaching the specified threshold of the activity, you will be given the rights and interests as a gift. Rights qualifications can include lottery qualifications, and operators can set the qualifications to directly receive certain prizes according to the budget. Naturally, the richer the prizes, the higher their value, and the more attractive they are. 4. Recharge activities: Recharge discounts or activities that provide more gifts for more recharges are all based on the hope of retaining customers for a long time and allowing them to make repeat purchases. As long as the customer still has funds in the platform account, he will always need to spend it, so won’t the platform’s income come naturally? All that has been said above is a summary and classification of personal experiences. You are welcome to discuss and add to it! I also hope that the content of this event operation can be helpful to everyone. This article @heeheehaha was originally published on Everyone is a product manager. Reprinting without permission is prohibited. The title picture comes from Unsplash, based on the CC0 agreement