In today's fierce market competition, in order to let products enter the market as soon as possible and occupy market share, enterprises often hold some promotional activities to attract consumers' desire to buy. Despite this, there are still many companies whose activities do not achieve good results, and some even do not achieve the desired results.
The promotion of another bottle was once famous in the market and became a promotional tool for beverage brands of all sizes. However, since 2009, with the improvement and upgrading of the winning rate of the promotion of another bottle, its problems have exploded, and almost all major brands have encountered difficulties in the implementation of promotions. From consumers to terminals, to distributors, to dealers and even to the enterprises themselves, the activities have encountered major problems that are difficult to implement.
In addition, the company's marketing team and dealers did not pay attention to the activities, and the company did not assess or motivate the business personnel. Once many activities are launched, there will be a situation of "there are policies, there are countermeasures", business personnel will not take the initiative to promote, and the products have not yet gone to the market, so they will be denied by their own marketing team and dealers, and the activities will not be well promoted.
In this way, when enterprises carry out market activities, they need to have strong implementation policies, efficient execution, and perfect market guidance to solve various problems of difficult implementation when carrying out activities. Maximize the psychological distance between consumers and products and enterprises, and attract a stable group of loyal consumer groups, so as to most effectively promote the improvement of product sales performance.
1. The purpose of the activity
Take real estate as an example: real estate projects hold activities, according to different activities for different purposes, hold different types of activities, generally there are three main goals of activities - communication, maintain customer relations, expand customers, most of the event planning will take into account the three purposes, but the focus is different.
1. Communication
The groundbreaking ceremony, brand conference, and large-scale popular activities in the early stage of the real estate are all based on communication, and the scale of brand building activities will generally be relatively large, so that the local people know that real estate companies have entered the local market, know the real estate projects and real estate enterprise brands, and form a certain understanding of the project and brand.
2. Customer relationship management
Warm-up activities and festival activities are mostly to maintain the relationship between customers and old owners, and the scale of activities is generally small, so there is a reason to invite customers to hold activities, and maintain customer relationships and strengthen customer intentions by eating, drinking, and sending gifts.
3. Expand customers
Circle activities and activity grafting are mostly based on the realization of customer expansion, and the circle activities are more accurate, and the old owners and old customers are used as the point to expand their interpersonal circle. Cooperation with other organizations for activity grafting is also one of the common ways to expand customers, and of course, it can also be used for marketing communication to precise target groups.
2. How the event is disseminated
Communication is more important than event planning itself!! Many times, the event is just to find a reason for communication, and the publicity in the event is mainly the warm-up before the event, the live broadcast report during the event, and the continuous hype after the event.
1. Before the event: build momentum
The pre-event publicity is the most important because it lasts for a longer time. The warm-up of large-scale activities is very important, and the more crude method is to set up a good time point, and the omni-channel concentrated bombing and detonation, what online newspapers (newspapers, advertorials), the Internet, text messages, telephone invitations, TV and radio, etc., what offline outdoor, buses, dispatches, implants, trusses, banners, roll-ups, etc., all on, detonate the momentum. In addition, there is also the option to create suspense, arouse people's appetite, attract attention, and then suddenly decrypt before the event to detonate the event.
2. Event: live broadcast
For those who participate in the event, the event is on-site communication, the placement and implantation of on-site materials, and the output of project information in the activity link. In addition, the live broadcast is now so popular, if the activity is creative and gimmicky enough, you can try Yingke, Kuaishou APP live broadcast, the operation is simple.
3. After the event: Stir-fry
The hot speculation after the event, before mainly relying on media reports, to invite the media to participate in the event, can improve the level of the event, later they will write to report the event, or they can write their own manuscripts to publish in the media.
4. Combined with WeChat large-screen interaction
WeChat large-screen interaction is also increasingly appearing in various activities and marketing scenarios such as conference forums, annual celebrations, corporate publicity, and blind dates. Among them, 3D sign-in, lucky draw, red envelope, interactive wall, voting, shake and other functions are very practical in conference activities, which increases the interest of the activity and simplifies the activity process, improves work efficiency, and achieves better event publicity effect.
The process of using the WeChat on-site large-screen interactive system:
1. Corporate publicity
Custom background, custom logo, custom official account, guest display, schedule management
Brand elements are deeply implanted in the fresh and fun WeChat interactive scene, so that the audience can experience innovative gameplay at the same time, more easily remember the brand image conveyed by the organizer, and better improve the effect of the event.
2. Scan the code to sign in
3D check-in, simple check-in
Two different check-in forms are available, and the mobile phone scans the code to sign in quickly, which can easily solve the problem of too long check-in time and chaotic process for large-scale events. Cool sign-in experience, shocking technology experience, and fast rendering of the atmosphere of the scene.
3. Blessing on the wall
Barrage, blessing wall
Real-time barrage interaction, blessing confessions, questions on the wall, let the beautiful words roll! Message records can be retained, and the organizer will always keep the blessing and commemoration!
Fourth, the on-site lottery
Interactive lottery gameplay, simplifying the lottery preparation steps, one-click operation to easily draw the lottery, and the organizer can easily control the lottery link, making the lottery experience interesting and perfect.
5. Interactive games
The very popular shake interactive game, combined with the large-screen and mobile phone dual-screen interaction, the audience participated wildly, easily detonating the atmosphere of the scene.
6. Access to Information
Mobile voting survey, efficient and fast information collection method, easy to complete on-site data statistical analysis.
How to make WeChat large-screen interaction?
In addition to the method of developing code logic by yourself, you can actually find a third-party Mini Program production website on the market, and there are also some skills when choosing to make a Mini Program website, such as choosing a company that has been established for a long time and has mature technology, and looking at the past reputation and case results of each Mini Program production company. For example, the HI live platform!
Hi Live is a free, simple, fun, personalized WeChat wall, WeChat big screen production software tool. The system can provide full-process activity functions such as warm-up interaction, message on the wall, lucky draw, shake PK, voting, red envelope rain and other full-process activities for the annual meeting and press conference, and solve the pain points of the event in one stop. Corporate annual meetings, wedding ceremonies, industry conferences, investment roadshows, store promotions, bar stages, performance exhibitions, and training salons can be used in multiple scenes. You can visit the HI Live interactive website to view the demo link or register an account to experience it.
The following is an example of the blessing lottery interactive game to demonstrate the specific operation process:
Welcome to Hi site.
Follow the process to create a new event
1. Function description
The organizer will randomly select participants from among the participants through the large-screen lottery page.
2. Function settings
(1) Enter the interactive function settings and select "Lottery" to set the relevant settings
(2) Enter the "Barrage Lottery" settings page and click "New Barrage Lottery" in the upper right corner of the screen
(3) How to set up the barrage lottery
1. Basic settings
(1) Select the QR code lottery method and enter the prize settings (award name, prize name, number of prizes, prize redemption method, etc.)
(2) Set the lottery method, the number of valid messages, the specified text, etc
(3) By default, the lottery cannot be won repeatedly, if "Allow repeated winning" is enabled, you will have the opportunity to participate in the lottery again
(4) Customize the background image & background music
(5) Barrage lottery, by default, all code scanners can participate in the lottery.
If you need to restrict or prohibit only some people from participating in the lucky draw, you can enable the participation restriction and set it:
Once you're done, click Save.
2. Participation in the Sweepstakes
Participants scan the event QR code, click "go to the wall", and send a text message as requested
3. Start the draw
Click to view the lottery screen, click [Start] or press the space bar to conduct the lottery.
Once started, the big screen scrolls through the barrage messages
After the draw stops, the list of winners is displayed on a large screen
After the lottery starts, the barrage starts to be displayed in a loop, click the stop button, and the winner's avatar and message content are all displayed on the big screen.
After the round of prize drawing is completed, you can use the ↑↓ key on the keyboard to quickly switch to the next prize
(4) Award data
Select the name of the prize through "Activity Data" - "Winning Record" - to view the winning data of this round
(5) Prize redemption
The winners are displayed on a large screen, and at the same time, participants can check their awards through their mobile phones.
The organizer will distribute the prizes according to the selected prize redemption method (on-site prize redemption, mail redemption, custom prize redemption)
Take on-site prize redemption as an example:
Tips for winning on the mobile phone of the participant:
If the participant stays on the "message wall" or "barrage lottery" page on the mobile phone, he will receive a notification, and the mobile phone screen will pop up with a "winning" prompt
Click Claim to go to the winning history page.
If you don't receive the notification on the message wall or the barrage lottery page, you can click "Me" - "Winning Record" to view and claim the prize.