Wen | Cho stream, Source: PR House
Note that, immediately enter the "Sweepstakes" link in the
Year-end wrap-up report on the end, the boss will come up with thousands of pieces of proposed temporary site sweepstakes rules are simple: 100% winning, the size of the prize depends on luck (100-500 yuan)
Suddenly, one day experience report, is in a sleepy state colleagues, all full of blood resurrection, one Moquancazhang
See this scene, I can not help but think of last night to participate in the lottery assistant micro letter, the balance of treasure 1 minute surprises in sweepstakes, or even draw last weekend at the supermarket site, is also a raffle, why every time give me the feeling is completely not the same?
Today we have for as operational point of view to talk about the logic of these activities together, to see how to make an audience to experience a sense of sweepstakes explosion.
01 Draw the essence of
what the nature of the draw is it? I call it "fueled by uncertainty over the outcome brings," do not understand it does not matter, read the following this a test case to understand
20th century, psychologists for the study of operant conditioning Skinner designed the following experiment: a transparent glass box (to exclude external stimulus) into an inner rats, mice can move freely within the box, the box with a button, pressing the mouse button when there will be food falls out
Experiment 1: the mice into a box, each time the button is pressed, will drop food. Results: The mice spontaneously learned to press the button, was successfully established fixed behavior
Experiment 2: the mice into a box, has been gradually reduced from the initial drop food, to after every 1 minute, press the button probability of falling food. Results: The initial stop button mouse, after some time, the mice learned to press a button for 1 minute intervals, but when the food stops falling, the behavior of mice disappeared
Experiment 3: the mice into a box, each time the button is pressed, the random probability of falling food. Results: The mice learned to keep pressing the button, and when the lower probability of falling food, press the button mice still lasted a very long time
According to Skinner's experiments can be obtained: when the mice were rewarded in the next uncertain probability, be able to for a long time, actively maintain behavior and maintain the continuity of behavior for a long time after the disappearance of reward
Sweepstakes and almost experimental logic Skinner, precisely because of the uncertainty of the results, it will make people bored
02 The purpose of the activity
Is essentially a marketing interactive activities, and the process generally does not involve a product / service itself, the effect is not based on the number of events sent to measure the final product, so the main purpose of the activity is branding, specifically:
. A more users involved, brand exposure;
b. the entry process to enhance the user the brand favorability
If the activity simply just to allow more users to participate, so that brand exposure, there are two viable ideas
1. broaden the advertising delivery channels, increase efforts to put
Here we must mention "brainwashing advertising Big Three", although advertising content does not make sense, but people have money every day, take turns playing Jiabu Zhu ah, brand exposure effects are achieved
Looking for a job, direct talk with the boss, looking for work, the BOSS straight recruits!
Prior to travel, why did it launched cellular?
Wedding, where to shoot? Noble brigade shot, want to go on where to go shoot shoot!
2. In the advertising to the foot of the user expectations
User expectations, that is, before the user's desire to participate in activities, power, says the prize is worth more direct point of activities for marketing propaganda, of course, before the event minds of users think so, referring to user expectations, here also share two classic sweepstakes:
First, Alipay Koi 2019 activities, microblogging forward the amount of over 200 million; the second is Sicong celebrate IG win, microblogging forward the amount of over twenty million, two events are perfect
why? Let us not discuss the sweepstakes operation plan, the former more than the prize that even together can circle around the earth XX, which directly 10,000 yuan in cash, such a rich prize, who would not heart
In summary point of view, to get more users involved, to achieve brand exposure effect, as long as the budget is sufficient, do not worry about the effect
So how to enhance the user the brand favorability of it? We read on ...
03 users favorability activities
compared to the brand in terms of exposure, I believe that the user favorability is more important, after all, the hot search the entire network exposure events are many, but really does not seem to multi-brand image, such as : star divorce, child abuse, no one would think to benefit from the brand in it
So how to improve the user favorability of brand it a prize draw?
Favorability like a virtual emotion, for ease of description measure, adapted it can be roughly quantified into a formula: = favorability experience a sense - user expectations
Expectations we mentioned earlier, the value of the prize is to promote businesses in the (former users participating in sweepstakes prizes worth minds think)
So how to understand the experience of sense of it? Popular terms is user participation during and after the prizes emotion, in order to facilitate the same measure, I also adapted it into a formula to quantify: experience a sense of the value of x = probability of winning a prize - lottery costs
Now we should be able to understand, participate in the activities of the former expectations, experience a sense is to participate in activities during and after the event, as long as the real-life experience flu> expectations, then this event will be able to increase the favorability of users, otherwise it will reduce
So how can the actual process to increase brand favorability user do?
Read on
04 How to improve user favorability
look at the first formula: = favorability experience a sense - user expectations, it seems to enhance the experience of feeling or lower expectations on the line, not really, we have already mentioned in chapter 1 by increasing user expectations can make more multi-user participation, increase brand exposure
If the expected value is too low, the user does not desire to participate in power; expectations are too high, and ultimately reach a sense of experience, and have actually caused by poor brand favorability
Therefore, the general program of activities to pass the user's expectations are from reality, should be within an appropriate range, there is not much room for adjustment
So really need to consider is the value of the prize, the winning probability, cost three lottery
1. prizes worth
Prizes worth mainly refers to the user subjectively perceived benefits extent for commodities that the user is able to directly feel the benefits brought by the prize, the perceived interests of the whole, can be divided into three dimensions: capabilities, experience, brand
Interest function is the most basic level, experience level is to meet the interests of functions apart from the added value of the brand is the level of interest from the product itself, emphasizing the spiritual and cultural
The same prize to face different user groups, its perceived benefits are different, for example: ordinary white-collar workers for coffee is to enhance the understanding of refreshing (function), Swiss coffee fortunate to meet; and the corporate executives is to create an understanding of coffee self-image (experience), not non-Starbucks
If the Swiss are also fortunate to get coffee vouchers as prizes, worth in every heart are not the same
We can also put further subdivided perceived benefits: product interests, the interests of the service, the image of interest, psychological interests, economic interests ... about "perceived value" can refer to "2000 yuan a night hotel expensive? - Although the price is high, but higher value. "
Of course, considering there are prizes worth two points to note: 1 costs of enterprises; 2 prizes and corporate / brand relevance.
2. The probability of winning
Draw is a probability of sexual activity, but also the game between the organizers and active participants in activities, low probability of winning, the organizers low cost, no user enthusiasm; high probability of winning, user enthusiasm high, big organizers costs
The probability of winning in two categories: the overall winning rate and award winning rate. Universal reward model is also divided into two categories: 1 sunny type; 2 only one type of pet.
a. Type sunny
Sunny type is characterized by overall winning rate (even 100%), award winning rate is very low. It seems to all users involved in a hug, but if the same user multiple times able to get small prizes, its active participation will be greatly reduced
Look at two actual cases:
Big Wheel favorite supermarket is offline, usually 360 ° are marked dial panel awards, i.e. the overall winning rate of 100%, but often less than 1/20 prize corresponding angle, even lower
Alipay Member week in and week music event: First Prize (4999 yuan), second prize (88 yuan), third (2 yuan), Fourth Prize (music week in and week 1 of the next note), I have continuously participated in the 6 months (once a week), the result is either did not win, either in four prize behind simply give up
b. only one type of pet
Only one type of pet is the only unique feature of awards (award), that is winning awards
Such activity is actually a replica of the lottery, due to the lower probability of winning, to attract users to participate, often need to work hard on the prize
Sharing the same two cases:
2019 Koi Alipay event: Alipay official United hundreds of brands launched a joint koi packs, and select a lucky draw in the microblogging, ultimately, by the letter microblogging @ Xiao Dai, after the success of this event, also derived from the different cities, different sectors of Koi raffle
But more worth talking about Sicong IG celebrate winning lottery events:
The 2018 World League Finals IG team win, President Wang opened the first wave of microblogging lottery to select 113 persons, 1 million in cash, the bright spot is that the number of sweepstakes winners of 113 people, although compared to The number of people (more than 20 million) involved, the probability of winning is still very low. But in the public mind, it has raised the probability of winning more than 100 times, which is so far the most successful on the microblogging raffle
3. Draw costs
Cost refers to the cost of user activity in order to participate, you need to directly pay the higher costs on the whole, a sense of the user experience worse, different activities, the costs are different, the common costs are:
a. Time costs
All activities will have a time cost, because of the need sufficient time to complete the entry process action, the longer the path of activity / complexity, the higher the cost
Also part of the activities will not take part in the user publish the results immediately, but released (eg micro-channel reading lottery results released every Saturday) at a specified date, it will produce cost of waiting
b. Money costs
Free raffle easily lead wool party, especially the kind prizes, so most of the supermarket sweepstakes have a threshold in order to control costs
Such as the need spending much, how many points (accumulated consumption) consumed before they can draw 1 prize, if seen as a lottery ticket, also need to pay 2 yuan a note
c. cost of action
As mentioned earlier, the Internet sweepstakes is often a side effect of brand promotion, it will not help the user to complete certain actions
For example: thumbs up, message forwarding, set like, invite your friends, concerned about the public number, download, fill in personal information ...
d. the image of costs
Using the previous forwarding, set like sweepstakes, for example, because of the need to share information public lottery, sweepstakes content will affect the image of the individual
I ask how boys compatriots willing to share Durex advertising to draw a circle of friends, the same token, how many women are willing to share Sophie's lottery information to micro-channel group?
05 Summary
Finally, still draw in case Sicong IG win for the summary:
Expect: 1 million in cash, we know everything; high-value prizes: 1 million in cash; high probability of winning (psychological): 113 people winning; low participation threshold: Forward / comments / thumbs can
OK, about the raffle being shared so much, if wrong place, please correct me
the above
