Mouchangqing: Talk about redemption ticket marketing PK navigation station advertisement

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Another week has not written a blog, has struggled this week to write what good. is to review the next 2010 years of harvest feeling, or talk about PR is not worth not update how to judge the quality standards outside the chain. Although these 2 topics are very early to write, but have not found the feeling of writing. Today, Net redemption coupon activities, suddenly gave me a lot of feelings, so today I come to discuss this with you.

The earliest to do this kind of activity is Bai, seems to have done 3 period, is a lottery form of a small innovation. But although Bai has done 3 period, I have not been too concerned about, just know Bai made a lottery, but the specific process does not understand. Until today to participate in the net redemption securities activities, and then in turn to see the next Bai activities. found that 2 of the form of activity is identical, is net copy each other's activities. In addition to the net today found that 51.com also do similar activities, and more the most explosive, direct delivery car, 1 months to send 10 vehicles.

First take NET and 51.com activities, as a case for PK. And then we communicate with you, is not through such an activity marketing model, really can replace the traditional advertising channel?

One: Activity case: NET Pk51.com

Although 3 of the activities of the site form similar, but in the rules of activity, I think net more than a chip, more attractive to participate in users. Why do you say so, take today at the same time to engage in redemption activities net and 51.com as a case.

Value Comparison of prizes

NET: Total cost of 3 iphone4+7 ipad+28 shuffle+5 million Q coins within 8W.

51 Net: 10 Chery cars per month, even if a car is only worth 2.5W. That's 30W too. In addition, randomly generated 51VIP members, mobile phone charges and other small prizes.

How to count effective participation:

Net: Method 1: Register NET, send a classified information Post 2: Browse 10 net posts and get a convertible.

51.com: Registered account, username must be QQ number, and request QQ level 2 above the moon. After registration, add 51 official Enterprise QQ, for verification. Also need to activate the mobile phone verification, so invite you to register the person, can obtain the reward of the exchange of securities.

Participation is simple, high probability of winning, is the guarantee of the effect of activities.

In fact, see the total value of prizes 51.com each month to spend more than 300,000 yuan, than net total activity costs 80,000 yuan, much higher, but up to now the number of activities involved can be seen. NET has been involved in more than 3W, and 51.com is only 2W many people. Why is the value of the prize more than 51.com of activity to participate in the number of participants not net much? In fact, the key is the activity rules and the probability of winning, first 51.com effective participation in the threshold is higher than the net, must be registered with QQ number, but also add 51 official enterprise QQ to verify. and net do not register, only need to open 10 posts at random, can participate effectively. Relatively speaking, net's activity participation threshold is lower.

But this is not the key, the biggest key is net's winning rate as high as 100%. Just invite 8 friends to participate in the event, you can change the 10Q currency, inviting 70 people can be exchanged for 100Q coins. For ordinary users, inviting 8 friends to participate in the event is not very difficult, because each participant in this activity, will feel that they have the opportunity, and then to invite friends around to participate, and then get the 10 q coins reward. A little effort to invite 70 friends to participate in activities will be able to exchange 100Q coins.

Compared to 51.com, the first 51.com awards are random. One of the easiest is the 51 VIP service, but this is not on the 51 site of people, is completely chicken ribs, if it is a QQ member has a certain appeal. Because of the randomness of the lottery, it is possible that you invite 100 friends to participate in the event, and ultimately, no award. But also participate in net activities as long as invite 70 friends to participate in activities, will definitely get 110 Q coins. The winning rate is 100%.

Because NET's activities are easy to participate in and the chances of winning are high, so are the participants. This is why a lot of people in micro-blog to help net publicity this activity, because they think there is a chance to win, especially for some fans, slightly more popular microblogging users, casually in micro-blog exposure, inviting 70 people to register is very simple things. For example, today in Tencent Weibo, not only I sent this activity, my friends around me, GJJ, Du Jun, Yupeng, and even Tencent Weibo's first grass-roots users have exposed the information net this activity. Has participated in this activity 28 pushes the member, has obtained at least 10 Q coins, among them several people all invite full 70 people, obtains to the 110Q currency.

Because NET has the help of Weibo, obtains the bigger exposure degree, is also finally lets the participation net activity number more than 51.com one of important reasons. Feeling Bai and 51.com are not particularly good at spreading new media such as microblogs. The most failed should be Bai, the first to do similar activities, but to do the 3rd period, I did not see the people I listen to, there is talk about Bai this activity. If Bai at the beginning of the spread of micro-Bo exerting force, the most benefit should be they.

This shows the importance of the rules of activity. Recently also doing some prize-forwarding microblogging activities, but also in the study, how to spend the least price, get the best results. It also found that the activity rules, the effect of the final activity is very large. There is a chance to share with you about the microblogging activities. This time in the rules of activity, obviously net more satisfied with the user's psychology, and 51.com and Bai activities planners, must be a good reflection, why activities can not attract more users to participate in the initiative to spread. How to minimize the cost of attracting more users to participate actively, but also allows users to actively in the microblogging platform spread. Even some of the more popular microblogging users, but also the initiative to spread on Weibo.

Second: Exchange Securities marketing PK Navigation Station advertising effect

About the net and 51.com activity case comparison, first came here. Today, I would like to express the main point of view is that through the form of activity, the ultimate result of the effect, really comparable to the effect of the navigation station?

Today heard such a sound, people nets, 51.com they engage in this redemption coupons marketing campaign, is to boycott navigation station ads. said the navigation station price is too expensive, rather than gives the money to The advertiser, is inferior to the feedback user. 51.com on the active page to do a direct description: see the following figure

Said now navigation station advertisement fee as high as 1 million, remember six months ago I inquired, a well-known navigation station first screen "name station" position. Remember is 250,000, only 1 years will not rise to 1 million? Is it really that expensive?

Again to talk about the marketing effect of redemption securities activities, we think, through the way of redemption activities to attract registered users, how many people will be really interested in your site? will eventually turn into a target user? Assuming that 51.com brings 300,000 new registrations per month through this activity, after the event, the 30W will eventually have 1. 10 people stay, it is very good, that is, finally can leave 3W people. The most incredible is that the 51.com is also ready to continue for 1 years, such as activities, the more people will be slowly numb. Especially the 51.com activity rule, the winning rate is so low. Perhaps the 1th month can have 30W person registration, afraid to the next few months 10W new registration are not. But it still has to send 10 cars, so the cost is even higher.

Then look at the navigation station, take the most well-known hao123 as an example, if 51.com in hao123 home has a position. At least 10W per day to obtain access to the target users, industry friends should know that the navigation station are small white users, conversion rate is very high, even if the conversion rate is only 5%, that day there are 5,000 registered, one months down is 15W registration. Slowly find that you want to continue to get the target new users, or the navigation station is more cost-effective. The activities of the exchange of securities, occasionally do, make a gimmick is OK. If you want to rely on this activity for a long time to bring the target users, it is really unrealistic.

It is now known that 51.com will continue to do this activity for 1 years, the People's network has been continued to do 3, as for net still unknown. Hope that there are more websites to do such activities, relying on incentives to attract users to register, is always not a long-term solution, if all sites are so engaged, the user will be numb sooner or later. Like Weibo, the end result is a group of enthusiastic to participate in the award-winning forwarding activities of the winners, can not bring too much value.

This article, just to say their own point of view, feeling written a bit messy, there may be no clear place, everyone forgive. Write this article today is not to do ad, nor to pull more offline registration, all I will not be in the blog to leave any site activity invitation address. It is simple to say that their views on these activities, talk about the effect of similar activities compared to talk about is not really doing such activities, there is no need for navigation stations these promotional channels. The end of the beholder.

May have a friend will say, I this article is not indirectly to their ad, I will write this article, just because I am doing network promotion, want to study the form of such marketing activities, from which to find ways to promote. As to the indirect to their ad is unavoidable, 10,000 step back said that their activities are not deceptive, as for everyone will not because I read this article, to take the initiative to participate in this activity, it is not my business.

2011-1-20

This article first address mouchangqing Network promotion blog: http://www.muchangqing.com/post/309.html (reprint please keep)