Do you really understand the operation of your activities?

This paper is not only applicable to online activities (e-commerce promotion, innovation promotion, drainage activities, etc.). ), offline activities (new product launches, street stalls, exhibitions, etc. ), it is also worth seeing for traditional industries (education and training, catering and food, etc.). A few days ago, an operator sent me an offline activity operation plan and asked me what I thought. In order to explain the problem more simply, I will not send out the activity plan. Let's briefly talk about the structure of this scheme: the time and place of the activity, the participants, the appointment confirmation, the reception process, the materials to be prepared for the activity process and steps. This is the template for most activities. In fact, if you search online how to do the activity plan, most of them are similar to this template. This scheme is really enough if it is used as an entry-level activity scheme. By filling in the template information, you can clearly explain the key nodes of an activity on the timeline. This is also an operation execution plan often used within the operation team. But this scheme alone can clarify an activity? I don't think so. The fundamental reason lies in: simply pushing the operation of the activity to the implementation level step by step, but not deep enough into the internal operation of the activity. So, what is the core of activity operation? In fact, the operation of the activity is similar. For online and offline, the positioning of activities is different, but the inner soul of activities is the same. The external performance of activity operation is to promote activities layer by layer, but the truth behind it is people's operation! Therefore, if we only pay attention to how activities are promoted from one link to another, it is a bit of putting the cart before the horse. So, what exactly is human operation? Generally, it is divided into the following levels: What is the initial state of the user? What state did the user reach after the expected activity? What obstacles will be encountered in the process of transformation? How does the activity process eliminate these obstacles? Do you think this is the right nonsense? Let me give you a few simple examples. 1. What is the user's status? The initial state of users is the starting point of all our activities. Only by figuring out what this starting point is can we make our scheme design speak in the same time and space. The new brand and the old brand are doing activities in the same scene, facing completely different initial user States. For example, if different brands are used on the same e-commerce platform (maybe Tmall 6 18, maybe Taobao gathers a good deal, or maybe it is a new product promotion at the door of the residential property), then the status of users is completely different. If the brands you sell are iphone and Xiaomi, then the initial state of users is: they have trust in brands and products, have consumer demand, but are not sure whether to buy them. If the brand you sell is a small brand, such as Coca-Cola (a closed mobile phone company), then the initial state of users is: consumer demand, but not sure whether the brand is trustworthy. You see, the initial user status of the two is completely different, right? Give another example. You are a children's training institution and want to do an offline stall activity to attract new class users for the training institution. At this time, there are two lots to do activities, one is the commercial pedestrian street with the largest traffic in the county, and the other is the high-end residential area where the rich in the county are concentrated, so the initial state of the two types of users is completely different. Even if you narrow down the user group to the precise group of female users with children aged 3 -6, the user status of pedestrian street may be very complicated, while that of high-end residential areas where the rich are concentrated may be simpler. Second, what kind of state do we expect users to achieve? The state reached by users is the end point of all our activities. Knowing this end point is a supplement to the user's initial state. Only when these two coordinates are determined can we determine what the activity plan will do. You would say, of course, we want users to make a deal? Yes, but this is a correct nonsense. For most activities, when we often design schemes, we usually want users to reach the following States: pull users in and leave contact information for us to harass in the future; (Online is to install the APP, register and activate the mobile phone number, and offline may leave contact information) first harass the user on the spot; (Online is to let users see the product details page in detail, offline is to pull users to chat for 20 minutes first) Don't be blacked out by users; (Online is usually the retention rate, and sometimes even rogue software is used; Offline may be to sign up for a free experience class and so on); (For most projects, this may be the ultimate goal, whether online or offline) Depending on the industry and activities, there may be many other states, so I won't give an example. If the goal of our activity is to increase the order quantity, then it is possible that you will have to sacrifice the customer unit price and refund rate, right? What do you mean you don't understand? Let me give you two more examples. In Pinduoduo's early days, there was only one indicator for all kinds of activities, that is, the expected users reached the state, and that was the transaction. So, how did Pinduoduo do it? Make a new customer pay by 1 cent. So you see, Pinduoduo has long announced that the number of users has reached N billion, but the GMV behind it is really terrible. There are also many operators in the company. The only possible state of an activity is the installed quantity. Then, installing this APP is what we expect users to achieve, and other amounts can be completely ignored. For example, during the Spring Festival of 20 19, the data installed and registered on that day will certainly be beautiful, but the unloading rate can only be selectively ignored. Then, looking back, when you are doing the stall activities of educational institutions, do you want users to leave a deep impression on your brand after the activities? Can I still attend the free experience class? Or directly become a paying user? These three ending States are completely different, so we must think it over. Third, what obstacles will this transformation state encounter? The user's starting state is A, and the ending state is B. In the transformation process of this state, there must be some obstacles, which makes the transformation process not so smooth. At this time, it is necessary to insert a digression: Why do many operators want to read books similar to psychology, behavior and sales? Let's go back to the above example: if you sell an iphone on an e-commerce platform, if you apply this formula, it will probably be like this: initial state: brand trust, destination state: placing an order to buy a brand, because SKU is simple, there is no shoddy situation, and because Taobao's high-intensity management of merchants, even if there are few comments on new stores, there is no need to worry too much about after-sales problems, so the only obstacle is price. So, like the products of many big brands, the profits will be reduced to zero, which is hard earned. And if you sell products of small brands, then the focus of all your activities may be to find endorsements and try to convince users how reliable you are. Celebrity endorsement, KOL endorsement, expert recommendation, patent certification, operating parameters and investment background are all extremely important persuasion factors. If you pay attention to the technology industry, you may find that Mr. Luo's hammer presentation style will become different almost every year. Some people say that as an entrepreneur, Mr. Luo gradually matured and began to compromise with the market and the media. But in fact, I don't think so. I think the fundamental reason is that the initial state and achievement state of the conference audience have changed. At the beginning, Mr. Luo's press conference was more inclined to the press conference of minority fans. Therefore, these fans hardly care about the product, but what they really care about is what classic quotations Mr. Luo has released. So at T 1, what are the topics of "feelings", "natural pride", "the first in the eastern hemisphere", "running out of points and negative optimization"? At this time, the main factor that hinders user conversion is whether it is cool enough. Later press conferences are gradually biased towards mass consumers' press conferences, and mass consumers usually start to look at problems rationally. Now that the technology products have been released, the parameters, selling settings and performance drivers of those technology products will definitely not run away. This is also the main reason why many people find that the hammer conference is slowly "going to Luo Yonghao". At this time, the main factor that hinders user conversion is whether it is cost-effective compared with friends! Sorry, most of our consumers don't seem to buy it, but what I want to say is: smartisanos is simply awesome! )。 4. How does the programme of activities remove this obstacle? In fact, it will be much easier to design solutions (activities) if the most critical obstacles affecting the transformation are clarified. But at the same time, we should also know that removing this obstacle is gradual. In this regard, it is especially recommended that most operators, when they have time, must go to the traditional offline pyramid scheme (yes, selling health care products) to study how they turn those elderly people who have to pay a few cents for food into local customers who buy thousands of health care products at a time. Due to the limited space, this article will be discussed in the next chapter. # Columnist # Barley, WeChat official account: In barley operation, everyone is a product manager columnist. 10 years of operating industry practitioners and entrepreneurs; Enthusiastic about e-commerce, business circle, mobile Internet, artificial intelligence, new species, etc. This article was originally published by everyone as a product manager, and it is forbidden to reprint without permission. The title map comes from Unsplash and is based on CC0 protocol.