5 thoughts and suggestions on the design of marketing activities

Recently participated in a large network activities, to understand the design of the entire event, today, first of all to tidy up a few of their own marketing campaign design 5 point of thinking, I believe you can give us some inspiration suggestions.

Purpose clear

In doing marketing activities designed to be as clear and simple as possible, many people like to integrate multiple marketing purposes in a marketing campaign. And each goal will increase the user's operation, the end users feel bad experience is too difficult to give up participation. For example, to see a lottery, they first let users focus on micro-letter access to the activity link, and then click Login, enter the mobile phone number to obtain the login code, and then login to the designated Web site to draw. Users not only have to go through 4 steps to complete, but also in the mobile phone and PC-side switch, so designed to increase the micro-letter fans and to bring traffic to the site, so the dual purpose of this process has become relatively complex.

Measurable effect

The effect of a well-designed marketing campaign should be measurable, such as how many fans you add, how much traffic it brings, and how many products you sell. Is by no means immeasurable, if the effect is not measurable can not be in the process of monitoring key KPIs to optimize the adjustment, such as the previous mentioned activity effect can be the fan increment, or site traffic, and this effect must be with the previous purpose of matching. Sometimes easy to measure the effect is not necessarily the purpose of marketing activities, such as the release of a product recommended http://www.aliyun.com/zixun/aggregation/9387.html "> award forwarding Activities, forwarding number is the easiest to track, But it should not be the ultimate effect of this activity, and traffic or sales are.

Limited prizes or inputs

Limited rewards, or inputs. Marketers often say how much I have to budget and I can do activities that are as effective as XX. If you achieve the same effect, you spend 10 million, others only spend 5 million, such marketing activities do you think success? Limited prizes or inputs should be controllable in marketing activities, which can become an activity risk if not controlled. Make sure that the ROI is greater than 1.

Simple Rules

We are not willing to participate in the process is very complex activities, as the 1th said, in fact, this is the user experience problem, of course, simple rules and marketing purposes are sometimes closely related to, as the 1th will be said, the goal of more than the natural complexity of the rules. For example, the earliest microblogging activity @ 5 10 people, micro-trust Circle first forward and then screenshots to redemption, will be very complicated. You will find out why the award-winning on Weibo is the most fire, because simple, anyway, just a turn. I think the entrepreneur and Jiuxian net 815 send 100,000 magazine wine that activity, in addition to the number of prizes, the rule is simple enough, only need to forward the address to fill in, there is no mess @ how many people.

Of course, within a certain range of the attraction of prizes can weaken the conflict of complex rules, but the original rules to be as simple as possible, or to allow users to complete a request every time there is a phased reward to stimulate him. Like a game, playing monsters, the escalation itself is a bit complicated, but he can receive feedback rewards for every task he completes.

Fun or exciting spiritual rewards

Fun and fun design can also allow users to participate, and sometimes do not give rewards, because he was involved in the time has won the spirit of reward, he was happy and cheerful. For example, we see once where the object, poly-body, sorry body, no one to pay them, so countless people spoof forwarding. Why? Because he has been rewarded for his participation in the communication-spiritual reward. If the marketing activities of the enterprise can let the consumers get the spirit reward and feedback at the same time, they will greatly neglect the material rewards, thus reducing the enterprise marketing investment. This is why some companies are keen on public marketing, that is, to seize everyone has the responsibility and good heart, willing to do the right thing, and then there will be a sense of pleasure to expand the impact of spontaneous transmission.