Five Steps to Design WeChat Marketing Campaigns

I believe I can give you some inspiring suggestions by sorting out some of my own thoughts on marketing activity design.
Clear purpose
When designing marketing activities, the purpose should be as clear and single as possible. Many people like to incorporate multiple marketing purposes into one marketing activity. Each purpose will increase the user's operations. In the end, the user feels that the experience is not good and the difficulty is too great, so they give up participating. For example, when they see a lottery event, they first ask users to follow WeChat to get the event link, then click login to enter their mobile phone number to get a login code, and then use the login code to log in to the designated website to draw the lottery. Users not only have to go through steps to complete it, but also have to switch between mobile phones and terminals. The purpose of this design is to increase WeChat fans and bring traffic to the website, so the dual purpose makes this activity process relatively complicated.
Measurable effects
The effects of a well-designed marketing campaign should be measurable, such as how many fans you increase, how much traffic you bring, how much products you sell. It is by no means immeasurable. If the effect is not measurable, key points cannot be monitored in progress to optimize and adjust. For example, the effect of the activity mentioned before can be the increase of fans or website traffic. At the same time, this effect must match the previous purpose. Sometimes the results that are easy to measure are not necessarily the purpose of the marketing activity. For example, the number of retweets for a product recommendation reward retweet activity is the easiest to track, but it should not be the final effect of the activity, but traffic or sales.
Limited prizes or investments
Limited rewards or investments. Marketers often say that I can create activities with such effects no matter how much budget I have. If you spend 10,000 yuan while others only spend 10,000 yuan to achieve the same effect, do you think such a marketing activity is successful? Limited prizes or inputs should be controllable in marketing activities. Once uncontrollable, it will become an activity risk. Be sure to be greater than.
Simple rules
None of us are willing to participate in activities with complicated processes. As mentioned in the first point, this is actually a problem of user experience. Of course, simple rules are sometimes closely related to the marketing purpose, as mentioned in the first point. The rules will naturally become complicated when there are too many purposes to talk about. For example, it would be very complicated for the earliest Weibo activity to be forwarded to a personal WeChat Moment circle and then take a screenshot to redeem the prize. You will find out why retweeting with prizes is the most popular on Weibo. It’s because it’s simple and you can just repost it casually.
Of course, within a certain range, the attractiveness of prizes can weaken the resistance caused by complex rules, but originally the rules should be as simple as possible or allow the user to have a phased reward to stimulate him every time he completes a requirement. Just like the game, beating monsters, clearing levels and upgrading are a bit complicated, but he can get feedback rewards after completing a task, so he is willing to participate.
Interesting and fun or inspiring spiritual rewards
Interesting and fun designs can also make users unable to help but participate, and sometimes even without rewards because they have already received spiritual rewards when they participate, making them happy. For example, we have seen that no one paid for Zeng Fanguti, Jumei Ti, and Sorry Ti, but they still had countless people reposting them. Why? Because he has received spiritual rewards when he participated in the communication. If a company's marketing activities allow consumers to receive spiritual rewards while participating, they will greatly ignore material rewards and reduce the company's marketing investment. This is why some companies are keen on charity marketing, which is to seize that everyone has responsibility and kindness and is willing to do good things, and will feel happy after doing it, thereby expanding the impact of spontaneous communication.