Brands do interactive activities: What kind of prizes users need

Article Description: brand to do interactive activities: Users need what kind of prizes.

Do not know when to start to find, online brand-name activities, have to Apple products for the incentive, ipad, iphone, itouch, ipod and so on, and so on, what forward and comments, what write blog, what write comments, users as long as the specified time under the conditions of the completion of the task, It is possible to get these prizes. At first, it was quite fresh, "Wow, the ipad!" "And then gradually," Oh, it is the ipad, anyway, their luck is not so good, anyway, to spend a lot of strength to complete the task, anyway, I do not get, forget, do not participate in the enthusiasm so gradually dissipated, the ipad also lost Apple products should have the luster.

I am here to say this thing, not that Apple products are not attractive, on the contrary, Apple products because of its good user experience, high-end product image has become a lot of brands to do brand activities when the award choice. Just, the swarm of all choose homogeneous high-end products big prize, really good? Are you sure you can make a big profit?

First analysis of the brand to do interactive activities of the main purpose: to enhance brand influence, attract new users, enhance user stickiness, for the platform in the short term to contribute high-quality content (mainly for the site), promote the purchase of conversion rate (E-commerce site) and so on.

Who is the user who participates in this kind of activity? For brand new users, some people are purely boring, but attracted by the award, some people think that activities and their interests in line with the hope of integration, someone is affected by the people around, to hit a soy sauce, the activity has been very strong fun. For the old users, some of the previous activities in the taste of the rewards of the prize, hoping to get the jackpot again; there are some loyal fans of the brand, and all the activities related to the brand to gather a lively. Of course, there are many people who come with a variety of purposes, not one list.

Homogenization of high-end products big prize products benefit a lot, otherwise most brands will not meet the award will be the ipad. But the drawbacks are obvious:

One, if a website every event will award, will make some users have psychological formula, for the jackpot. If there are no prizes, you will not participate. In order to win the prize, unscrupulous, by contributing a large number of low quality content, with some program brush points to improve the form. These users are known as "winners", because they understand the rules, each time the jackpot is in their hands, other users will often at the beginning of the event on the hope that the prize, not to the point, even to the website heart health dissatisfaction. Some new users, enthusiastic to participate in the event, found that the end of nothing, so no longer participate in similar activities. In the short term, the website achieves the purpose of accumulating content, and in the long run, it encourages the utilitarian atmosphere of the platform to some extent.

Second, the brand to do activities, a big goal is to expand the influence of the brand, enhance the brand reputation in the hearts of users. However, if a user holding an Apple prize, the beginning will also remember this is because of participation in a certain brand activities won the prize, in a few months? Have you forgotten who gave the prize, but only remember this is an "apple four generations." I give a personal experience, before taking part in a certain brand of the lottery, and finally got a set of Supor pot, and now every time I see that pot, I found I really can not think of which brand activities to participate in, the brand sentiment why??

"Eh, these ' tricky ' users, who have so much to send an ipad?" "(a brand outside the sound) so the user needs what kind of prizes?"

1 personalized. Do you remember the ad that Wang Dan gave to every guest? "I'm just like you, I'm not like you." More and more people are pursuing personalization. Imagine, the user is to have a special brand logo personalized prizes, Hearts must be flattered, this point Tencent do very well, different styles of Penguin doll, model, key chain, cushion ... Some users who like the image of penguins will make unremitting efforts to set up a whole group of dolls, and the photos of these prizes to the blog, micro-bo, everyone, watercress and other communities, in the envy of the Friends of the praise to get a sense of self satisfaction, but also affect friends, so that more people through the prize to feel a brand of culture, thus becoming a loyal brand users.

2 mental stimulation. Participate in prize-winning activities, send Thanksgiving small cards, special contributors to send a small certificate; The weather is cold to send the scarf, after the event of an electronic greeting card ... Most of the time, the user wants to be a kind of encouragement, a sound affirmation. Although this kind of prize cost not how much money, but can give the user a kind of power, let him get a kind of spiritual level of encouragement, through this kind of encouragement conveys the brand equality, the temperament of mutual aid. Especially for the site, when a user feels that his editor's entry, answer questions can help so many people, his sense of mission and honor will certainly arise spontaneously.

In short, prizes can be less expensive, but must be personalized. Thus spawned a career and an industry, personalized gift designer, personalized gift culture industry, of course, this profession and this industry first of all to the user psychology and brand temperament have a very deep insight.