What do users usually think in the operation of activities?

Behind the operation of activities is actually about the operation of people. If you don't pay attention to the change of people's state, then the activity operation is worthless. After the books were connected, we turned the timeline back to the chaotic period. The fortune teller found that business was not very good. Although there was no competition at first, there seemed to be no customers to spend money. He consulted many people, and everyone said, although we don't know much about this matter, do you think other people should also engage in activities when opening new stores? How to do the activity specifically? It is nothing more than being a big Yi Labao and putting an advertisement beside the divination booth, but everyone gives him different opinions on how to do it. For example, some people suggest a free fortune-telling experience, some people suggest an unlimited monthly fortune-telling card, and some people suggest providing door-to-door fortune-telling services: two fortune tellers and one free member: you can join the fortune-telling community and enjoy VIP service. You see, it sounds like all the good suggestions, but it is impossible to include all the suggestions in one activity. The fortune teller made a big worry. Operators said: this is the most common problem encountered by operators. My friends often ask me how to do these activities. However, because everyone's company, platform, team, starting point and goal are different, it seems to be the same product, but the initial strategy for the activity is completely different. The same is the release of new products. Although the ultimate goal is to facilitate the transaction, the activity strategies for old customers and new customers may be completely different. But for new customers, perhaps the most important link is to facilitate the transaction as soon as possible, so that new customers can truly experience Niu X's products. For example, in the supermarket, you can see the new brand's free tasting promotion activities, just to let customers experience their own uniqueness as soon as possible. For old customers, perhaps the most important link is to let old customers know that there are new products released. As for promotion, you can not do it. You should pay attention to the fact that many brands do not allow old customers to participate in new product promotion activities. As we discussed in the last article, behind the operation of activities is actually about the operation of people. If you don't pay attention to the change of people's state, then the activity operation is worthless. In fact, in simple terms, a person's activities can be divided into the following four States: users are too lazy to talk to you, users are willing to listen to you, but they don't necessarily believe that users believe, but they are unwilling to transform, but they are just slow to move. These four states can be transformed sequentially or directly into the final result we want. For example, as shown below: Then, if we know these four states, our next work will be easy to do. 1. Users are too lazy to pay attention to you. This is a common problem in the marketing and operation activities of new brands and products. Therefore, it is often said that as long as the other party gives me a chance, I will be able to convince him, and the key point is that people don't give you a chance to sit down and talk at all. To solve this problem, the most important thing is: try every means to "cheat" users to come first. It is a last resort to "cheat" users. In the early days of the market, when the brand awareness was not high, "headline party", "shocking body", "slapping" and "celebrity photo scandal" were actually the continuation of this idea. Therefore, if we simply sum up, there will often be such a phenomenon when engaging in activities: eyeball strategy: title party, shocking body: this is almost the most deceptive routine. Although it is always scolded, it is really good to simply attract attention. You can often see some wonderful product titles in Taobao search results. Of course, the new advertising law has changed this situation. ) Drunk: Your real purpose is A, but you say that A customers will not come, then you can only fool users into being B. Like the best-selling models at the auto show. Do great things: in fact, it is called event marketing. In fact, it's not just those things on the Internet. Stars always gossip, which is also an event marketing. Take advantage of the strategy: free gift/experience: when a new store opens, as long as you come to line up, you will be given 1 kg of eggs, which is almost a bad routine in the traditional industry, but it is always uncomfortable for the code people to make up the number. Lottery: Yes, I know most people don't believe this now! But are you sure you still don't believe in the flawless design of lottery tickets? (PS: The sales staff of the company who just entered the workplace always said, alas, my speech skills and PPT are ready, but the customer just kicked me out and didn't give me a chance to speak at all. In fact, this is a classic case of "too lazy to talk to you". Is there any way to break the ice by selling new people? 2. Users listen to you with suspicion. If you have been engaged in event operation, you will find that customers often play the role of "leverage". He is also carefully observing your activities, but he always wants to find fault with you and then take the opportunity to give you trouble. Therefore, if you want to engage in activity operation, even if users are willing to listen to you, it is difficult to convince everyone. And faith is the key to transformation. How can users sit down and listen to you? If you can't come up with dry goods to fix it, the scene should not be very good. So, what if the customer believes it? The common routines are as follows: User witness: Yes, that's right, that's what customer cases do. Including the drag of offline queues, e-commerce praise, and the sharing of small red book users are actually playing this role. Big coffee endorsement: It would be great if there are photos of celebrities, and it would be more helpful if celebrities are willing to forward them on their own Weibo! The fortune teller silently took out his photo qualification certification for the county magistrate: similar industry certification, award-winning certificate and patent certificate, which can effectively dispel users' doubts. The operator said: In fact, this second article is a threshold that many operators cannot cross. In fact, this second one is a threshold that many operators have been unable to cross. Although we seem to meet all the requirements of the to-do list listed here, many times, considering the company's budget and target development, you may be able to do one or two of them. In the case of limited budget, which factor can impress your customers more, you need to think about it! 3. Although users believe it, they are unwilling to convert it. What makes many operators feel strange is that when your free strategy attracts customers and the product features convince customers, users still have not changed. The main reason why users have not converted is that it may not be cost-effective to simply calculate the economic account. If users have no pain points, then if you want users to make changes immediately, you must let users get benefits, because making changes is a cost in itself. Judging from the account of pure economics, it is a benign development routine to have a return. There are usually two kinds of products in this world: (1) unique products: users' own conversion costs, and returns such as efficiency can be obtained through the income of unique products. If your product is a wireless router, you will be invincible if you almost emphasize not wiring against wired routers. The user's switching cost gains the benefit that the equipment can do business and move. (2) Homogeneous products: Everyone's products are actually similar, and there is no obvious who is good or bad. At this time, the most direct economic account is who is cheap. When the wired router is eliminated by the market, all your competitors become wireless routers, then your activity strategy will change immediately. For example, everyone has already paid their credit cards with Alipay. If you want users to pay back their credit cards with your APP, you must find a way to get rid of the handling fee. This is the reason why advertisements are particularly popular recently. If you are the operator of OFO, and you want to steal customers from mobike, your quickest way is to fight the price war when the bicycle products are similar. Of the ten characteristics, only the price is binary, either high or low, so the price war is the most efficient strategy, but if you don't play well, you will die. The reason why users don't want to convert is usually because it is not cost-effective (ROI is not proportional), yes, this is the only truth. 4. Users are willing to change, but they are slow to act. One of my clients is engaged in overseas travel projects. When he was doing offline activities, he found that the conversion efficiency was ok, and the users basically reached the basic intention, but when it came to signing the payment, he found that the customer's procrastination seemed to be committed collectively. How to solve this problem? He and his team don't seem to have any good ideas. This is almost the most typical problem in all business activities, but it is not difficult to solve this problem. The reason why users have procrastination symptoms is that they have no idea how many holes they have to fill once they make this decision. Based on the fact that more things are not as good as less things, I think about it and forget it. Let's talk about it later. In the survey of most users I have met who are willing to transform, but have been slow to act, it is found that the main reason why users have not transformed is that the transformation process can not satisfy users' desire for control. Therefore, I suggest that they do something to satisfy users' desire for control. Yes, you'll know as soon as you say it. It's a progress bar. To put it simply, when you do street stall activities in the future, you should be Yi Labao alone, mainly explaining the following problems. How many steps do users need to take to complete this? What conditions need to be met in each step? What is the general cost of completing these conditions! When the user completely controls all this, then you will find that the user's procrastination has been effectively solved. How do you feel after reading today's article? Look forward to message exchange! Next: fortune teller's divination booth 4: fortune teller's cold start plan! Related reading A fortune teller's divination booth (1) A fortune teller's divination booth (2) # Columnist # Barley, WeChat official account: Barley operation view, 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.