Example analysis on the promotion of industry website activities

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Discussion content: "Sai Vera" Cup-business electric Vehicle Network Forum Excellent moderators and members of the selection campaign to promote the way

Activity page: http://www.ebb365.com/bbs/dispbbs.asp?boardID=59&ID=21162&page=1

Audience crowd: Monthly income below 4000, the proportion of men and women is basically flat, the elderly also accounted for a larger proportion.

Conditional restrictions: Because of site properties, there is a limit to the set of prizes. The site's personal user base itself is relatively weak, belonging to a relatively new industry station, the available industry resources are limited.

1. Activity cycle problem: from the activity itself, the cycle is longer, 3 months, if the activities of propaganda and promotion of the continuity of the continuation of the words, but may reduce the user's enthusiasm. Because there are a lot of activities are early hype good, but because of the subsequent follow-up reasons, often do not reach the effect.

Analysis: The activity itself is just a primer. In this event, small activities are interspersed. But the premise is to have the flow and the popularity guarantee. Trade fairs will have continuous publicity, network publicity will be based on the needs of targeted promotion. This is a series of long-term activities. Through these activities, the real users will be transferred to the site, by this part of the real customers to affect dealers and manufacturers.

2. Activity audience PROBLEM: Because I do not understand the electric bicycle industry, so I can not analyze his user population. But I think there's a problem with electric bikes. Is that he is not the same as the original bike, is necessary to travel on the tool. So for non-EV users, it's hard to know if he's a potential user?

Analysis: The website itself has a dedicated electric car industry magazine "Business Electric Car", the object for the electric vehicle manufacturers and distributors. But this part of the people rarely access to the Internet, and the activity is not a cold, so the end user or ordinary people. Generally speaking, the car people bought a car to go, but want to buy a car will not break, these people want to buy a car is the site traffic. Not necessarily all people stay at my station forever, as long as the person who wants to buy a car can go to my station or remember me this station can. Of course, people with electric cars will be my station as a place of communication is also one of our ultimate goal, but this requires process.

3. The prize set question: The prize setting is limited by the website profession sex. Can only be confined to electric vehicles. This has made some people lose interest in participation.

Analysis: We are the industry station, prizes must be targeted. If I change the prizes to DV or DC, the value will not be more expensive than the luxury car, may not be expensive. If the prize, the popularity may be up, but ultimately our real users, those who want to buy electric cars will be very few users, then our activities also lost significance.

4. The fairness of the activity: the rules of the activity itself, voting can gather a lot of popularity and new users, but is there a guarantee of fairness?

Analysis: On the question of voting, will be controlled by technical means, the same IP, the same day can not vote more than two votes. If necessary, the notary authorities may be asked to oversee the whole process.

5. Activities to promote the media: the promotion of such activities, the specific media is more difficult to find.

Analysis: More professional subdivision, the audience more difficult to find, its value is higher. Trade show is a way to promote, but the network must also have a corresponding promotion. Recommend the use of the Network Alliance advertising, let the alliance find some professional counterpart, or some local portal site for the launch.

6. The significance of the activities: from the activities, his significance is not in the electric vehicle users have any big impact, but the industry, the exhibition has a positive impact, while promoting a good website stickiness and rankings, access to business recognition.

Analysis: The more detailed point is such a process: