Zero market budget to do activities

I was surprised at a time when my colleagues and I said they had a budget of 6 million for their annual festival. I probably figured out that in the cat's fool's seven years, I got the market budget does not seem to add up to 6000, in addition to activities such as cats often used dolls and other peripherals, so I say the budget is 0 is not exaggerated .

If you say I am poor =, I will not mind, but I think I give this proposition, I believe it will still be helpful to everyone, even if there is only a little bit of tips.

Experience 1: daily operations, learn to accumulate enough user resources

Doing business, you must have a sense of the user, accumulate enough user resources, is one of the work must be done every day. Specific how to do, the last one already talked about some basic entry-level methods and strategies. User resources are not as much, but rather refined, more lies in the usual accumulation.

The key point is that you will find fun in user operations, because you can meet a lot of cow users, beautiful women, online reds, writers, etc., even celebrities, directors and so on. I said one thing, the combination of work and interest, efficiency will double.

There are enough user resources, activities, you can pull them to participate directly, this is the most basic. You can also think deeper, for example, please have some well-known users on the Internet, as your event's judges, invited guests. I often invite celebrities, pushing hands, reds to do the judges, such as "called beast." This will make your activities invisible, enhance the whole "grade."

Experience 2: What a lot of people can easily overlook - the purpose of the activity

Activities do not operate in order to do activities.

If this activity is significant, such as generating revenue for the company, then it's easy. You can go to the sales department for support and they should be happy to count the costs of the event if your department takes it in.

If this activity is not meaningful, or did not do the necessary, or you did not think clearly, it would rather not do. You have to learn to convince your leader and yourself that you are not useful even to the community.

The basic starting point for the operation of the operation: website brand. If you often come from this perspective, you will naturally think of many wonderful ideas and ideas; starting from the brand, you will consider the cost of time: small activities, small topics I often ask operators to make a post within 5 minutes to an hour Medium-sized activities and large-scale activities can do a little more beautiful, for example, in the form of topics, details of the activities can be deep processing, is based on this starting point.

Experience 3: If you really do not have a prize, what to do?

Estimated that many people have encountered this problem, generally nothing less than a few ways:

The first one, looking for sponsorship.

In fact, it is to find individuals or companies that can provide activities prizes for help, both parties agree, as long as the activities to give each other a certain exposure can be. But there's a principle: Do not look for a company's branded customers, companies that have the potential to become potential sponsors of the company as sponsorships, as this will disrupt the sales department and affect the company's revenue. Of course, you also find a friend to help, I was doing the first event, a friend sent me two bottles of perfume, helpless, I always remember. Friends have a good way to go, you know!

The second, the joint sales department to do together.

There are two extremes in doing activities. A lot of operators keep focusing on activities for a long time, but they neglect one thing: activities can be sold as well. One is to do activities solely for sales and income.

The best activity requires an effective balance of the two, the former too blind, and the latter too utilitarian. If your activities do their own originality, it is possible to do very beautiful and very good color, it is possible to sell. But whether it's sold or not, salespeople can help you find the prizes, because they're in direct contact with the customer.

Third, look for leadership's help and advice.

This approach is recommended as the next policy. Remember, never throw the problem to the leader.

Experience 4: Some details and skills in the activity copy

I hope you will pay attention to the following points:

title. Like the posts, the title must be carefully considered, and a good title is also a guarantee of half the success of an active copy. The title must be attractive, otherwise the user point will not point. The title of the event, you can bring some of the appropriate prizes, such as the XXX Awards you get like.

Activities. Including: brief introduction of the activity, big picture of the activity, the flow of the activity, the description of the prize and introduction of the prize, precautions and so on. Each session must be carefully considered, be concise and concise to do, too long, the user did not endure patience, avoid obscurity. Each link, you can use black or color bold, the paragraph must be clear, the key part must highlight or even bold red mark. To know one thing: the user can not understand you three minutes this activity is doing, he may participate in it?

Try to put the best part of the activity on the page with the most traffic, and try to avoid the possibility of second click. Why do this? Do activities Ye Hao, Ye Hao website, we must improve the user retention rate.

So every time I do activities, I spend a lot of time processing these details, such as entries. Every time I have a new entry, I update the entries on the home page first time everyday (of course there is an activity system that does not need to do this, I Admitting our practice is too primitive), this will guide other more people to participate, for browsing users, will be more tolerant.

Emphasis on the guidance of the reply, which is important for the participants in the event, browsing users. Bad comments, insulting responses to contestants, deleted as much as possible. In short, the first word of mouth activities.

Event prizes. This is very crucial. Most of the people involved in your activities go to the prizes. The quality of the prize directly affects the quality of the activity. Prizes are not necessarily RMB, you give, only the user is not likely to get in real life, not easily get things, the most seductive to the user. Of course you have enough money, that's ok.

There must be pictures of prizes, the so-called no picture without the truth.

And on the winning rules, do not set the threshold too high. The user can not get a look at himself, he certainly will not participate. Therefore, in our activities, we often set a number of participation awards to make up for the lack of spirituality that users can not get.

Experience 5: The flexibility of event operations and some shortcuts

When I first came to Mop for three months and did the first event, the layout data I was responsible for tripled. I remember the theme is the leg contest, and now such activities have been unable to do. I foretold the possible disadvantages of such activities. So I deliberately added the word "health" to the title and restricted it with the "Healthy Legs Competition". Some of the unqualified entries can be deleted at any time.

I actually took a shortcut because I found Taobao is doing the same activities, and just finished, so I went to Taobao from the entries, the best people I feel out of siege, find them, all pulled the Mop To participate, because after my screening, so there is no doubt that the quality of my activities entries will be higher than Taobao's legs contest. This is a matter seven years ago, I hope there is a large number of adults Taobao, do not shoot me brick ah.

At the same time, with the local participation of Mop users, we will select the best entries, the first time to give recommendations to allow users to fully interact with them and slowly develop.

Later, more and more user resources in my hand, the effect of each activity will naturally get better and better. I remember later to make a Selfie contest, in my mind the first name is not even elected, because it is all beautiful.

The purpose of an event operation is not how much the work is, but how many of the best entries are there. I remember everyone had an Internet activities, there are more than 10,000 individuals involved, just could not choose the first place, because the quality is too little. This is the difference.

Experience 6: to do activities, activities will always be "done" out, how to ensure the effectiveness of the activities?

Do activities, never have any illusions, waiting for users to participate in your activities, the best activities will always be out of operation.

1, operational activities more important. Activities must have enough, high-quality works, this is the direction of your efforts, you must know enough about the details of the activities, so you can bring out some of the key recommendation of the work, in your site's prominent position to recommend . Operating activities The work of the overall effect of the activities will play a role in fueling, and so you need to promote the content even out of the station have been identified.

2, promotion outside the station, the promotion of works may be better. Currently commonly used channels Weibo, WeChat, qqzone and so on, generally more emphasis on the content itself, simply recommend the main activities, the user instead of love to see, as promotional activities in the entries, the method is very simple, the participating works, a single Propaganda, or through the collection of the best works together to spread.

3, the use of effective resources within the station (advertising spaces, recommended spaces, etc.). On site promotion, I must say one thing: You must be clear on your website which resources can be effectively used, if not clear, then usually summed up a little bit of summary, or ask someone who knows this piece. This is very important because other aspects of the operational aspects also require this.

In short, the details determine the success or failure, the activities involved in the operation of particularly large number of specific theory is always theory, without the actual operation, be proficient, understand each link, every detail of the problems encountered, you will never know How to solve, but also do not know how to make high-quality activities faster and more efficiently.