When planning a lottery event, we might as well imagine: If the same person has a demand for the prizes in this joint lottery, then this lottery will be very attractive to him, and his enthusiasm for

When planning a lottery event, we might as well imagine: If the same person has a demand for the prizes in this joint lottery, then this lottery will be very attractive to him, and his enthusiasm for participation will definitely be higher. Products can be used together. If the categories in the joint lottery can be used together, or directly provide users with a set of solutions, such an activity will also be attractive! For example, an air fryer is paired with fried chicken semi-finished products; an electric stew pot is paired with white fungus and bird's nest; a bottle sterilizer is paired with a milk bottle... Users can immediately enjoy the functions of the product after winning the prize. This kind of experience has the strongest sense of happiness and also It is easiest to recognize the brand. Brand volume is relatively flat Some people may find it strange here, why is it recommended to look for brands with similar stages of brand development and brand volume? Find a big name to borrow its influence, wouldn't it allow more users to participate? Promise is not the case! The purpose of our joint lottery activities is to increase brand exposure and attract precise customers through the activities. Although big brands have a large base of fans, the fans who participate in the event are likely to go to them, and their own brands have become a "add-on" and a "supporting role"! Therefore, only when both parties are evenly matched can a win-win be achieved fairly and fairly. It is actually easy to understand that the brand tonality is relatively consistent. You are a literary and fresh person, while he is a down-to-earth and bold person. The two different tones determine that the target users’ aesthetics are not consistent at the beginning. In the end, Xiaohongshu planted grass. The results of promotion will not be ideal. Moreover, the tonality of the brands is different, and it is difficult to unify the tone and language style of the content. A good combination should make users feel "natural" and harmonious. It is not advisable to have too many brands. First of all, too many brands are more difficult to organize, and early communication and unification are laborious, which can easily delay the overall progress; in addition, if there are too many brands, the content exposure will be limited, and the exposure ratio of a single brand will be very small, which will affect your own publicity. The help will be reduced; and it is easy to spend money but not get eyeballs. Only the winning users will be happy, and most participants will not be able to establish an impression of the brand. In fact, it is not as good as gathering precise users in a small area, and at the same time using activities to grow the brand, and conducting activities with users in small quantities and with high frequency, so as to maintain the activity of the corporate account and the enthusiasm of attracting new fans. 02 Deep interaction - Consolidate fans. After attracting fans through lottery activities, we need to consolidate the stickiness of fans and find ways to make them pay attention to us for a long time. This requires content to make users feel the value of the brand. We must maintain a high update frequency, appear repeatedly in front of fans, and stimulate interaction through a steady stream of high-quality content, so that users can remember us. But what if a brand has just started promoting Xiaohongshu and lacks content originality? The simplest and fastest way is to reprint UCG content! You can choose those with higher interaction and good data feedback to be reprinted first. Of course, don't just reprint the "hard advertising" part of the content, because the brand enterprise account has its own "advertising" attribute, and the reprinted content needs "soft implantation" content. For example, if you take notes such as selecting useful information and sharing your experience, users will find it meaningful to follow you instead of seeing ads all day long. This is more conducive to fan retention. Then during the account operation process, don’t make the brand appear too “cold” and actively interact with fans. You can publish notes on interactive topics, allowing users to actively interact with the brand; you can also communicate and interact with consumers in the message area of ??your own notes, or in brand-related notes, which can help brands quickly establish emotional links with fans. 03 Marketing Tool - Increase the exposure of Xiaohongshu's grass planting promotion during the grass planting period. It is not enough to rely solely on system recommendations and traffic allocated by the platform. If we want more traffic exposure, we need French fries and information flow to create explosive articles. This has two benefits: 1. Let the notes gain more traffic exposure and help the brand reach more users; 2. Increase the search ranking of keywords and be exposed to users before competing products when searching, and intercept Traffic of competing products. If you plan to do French fries and information flow delivery, it is recommended to directly choose a seed that has iterations and is suitable for brand conversion; if not, you can choose 3 to 5 published notes with good interaction data for testing to find the ones that are suitable for the brand. A combination of explosive articles.High-conversion tactics during the warm-up period. In the warm-up period for major promotions, Xiaohongshu’s promotional tactics need to be more targeted, because most brands have basically released their Double Eleven promotions at this stage, and brands have officially entered the competition. In the traffic-grabbing stage, deeper exposure and influence on consumers’ minds are needed. 01 Single product lottery - focus on exposure. The lottery here is different from the joint brand lottery mentioned above, but an activity initiated by your own brand. There are many reasons available, such as new product experience officers, fan benefits, etc. You can directly point out the benefits and low threshold of the event to get everyone to participate. And if you want to maximize the effect, you can also add French fries and information flow to allow more potential users to participate. The advantage of doing this is that it can not only consolidate fan relationships and provide fans with benefits and opportunities to try products, but it can also use the popularity of notes to help promote products. A small detail to mention here is that there are two directions for selecting products for the lottery: either choose the main product with the greatest discount in the big promotion, or choose the product with the best user feedback. If it is the former, it will help the conversion rate, and if it is the latter, the overall conversion effect will be better, and it will be easier to gain greater exposure and spread. 02 Check-in activity - Community momentum-building check-in activity is similar to a lottery in that it also provides prizes to participating users, but this method is actually more like using the brand's original fan group to launch an organized and high-quality event on Xiaohongshu "Post orders and share". This Xiaohongshu seeding and promotion strategy is very consistent with the characteristics of Xiaohongshu’s UGC content community. Through the spontaneous production of UGC content by users, it can increase the brand’s discussion and voice on the platform, and even form a certain scale of communication and seeding. . However, what kind of effect can be achieved in the end depends on the fan base of the brand's enterprise account and the actual number of participants. When publishing content, or when calling on fans to publish buyer shows, add our brand topics (enterprise accounts can apply for business topics), which can gather discussions and form a brand traffic pool, and also facilitate users to click directly into the topic to see Access a large amount of relevant content to make consumption decisions. 03 Concentrate on planting—focus on the warm-up period. The planting content released by the brand should focus on a major hot product. All marketing efforts need to be concentrated to create potential energy. Don't be greedy. Post one product today and another tomorrow. This will only distract users and prevent them from forming a deep impression. 04 Content Optimization - Increase Conversion. In the previous planting period, we mentioned testing content through marketing tools. In the warm-up period, we need to further optimize notes and improve the conversion rate of content based on actual data feedback. Because of the content of a note, different users have different focuses. For the same introduction of products, it may be easier to impress users by changing the entry point and the language. At this time, by striving for small batches and high-frequency testing content, we will continue to optimize the click-through rate and conversion rate of notes. The content generated in this way can not only be used for daily publishing, but also for expert posting and subsequent grass planting. High-conversion strategy during the harvest period 01 Information flow delivery - Dominate the screen strongly If the series of actions in the planting period and warm-up period are done well enough, the user's awareness and loyalty to the brand should be basically established, and when it comes to the most critical The harvest period is the climax of a normal promotion. At this time, the whole purpose of Xiaohongshu’s grass-growing promotion is to “appear in front of consumers more and faster”, which can become his choice. All notes that have been tested and optimized should be placed in larger quantities and more powerfully at this stage, occupy keywords, and add product tags to the notes to maximize the shortening of the purchase path and complete the closed loop of transactions. 02 Discount delivery - Accelerate harvesting However, users at this stage will still be "hesitant". We need some other means to accelerate conversion. First of all, in terms of content, the arrangement of "Plucking Wool" and "Preferential Buying Guide"! This part is the content that users frequently search for at this stage. Publishing it in advance before a major promotion can often gain higher exposure. At the same time, the enterprise account began to broadcast promotional information, such as specific offers for Xiaohongshu users. This can give users who are just short of the "last step" a reason to place an order, and at the same time, it can also make "old fans" feel the value of the enterprise account and increase user retention.

03 Help users "make decisions" - improve conversions. Now that we are in the final sprint stage of the big promotion, how can we improve the final conversions? Here is an idea that can promote users to place orders - help users "make decisions"! When users purchase products, especially when they are entangled in various products, they are actually thinking about two questions: 1. Is this thing suitable for me? 2. Can it meet the needs? Many times, what users really consider is not the selling point of the product, but the differences between these products. The real driving force for users to make a choice is whether the product is suitable for me and whether it can solve their own problems! So based on this psychology, we want users to place orders quickly. We might as well tell them, "In this situation and this need, my product is the most suitable for you, just buy it"! For example, water cups are a category that is difficult to differentiate. The products on the market are all similar, and users are very confused when choosing. But one brand’s approach is to give users several multiple-choice questions and let them choose. Each option corresponds to several water bottles of its own brand. Through the interesting answer format, users can get answers that "fit their own characteristics" after completing the multiple-choice questions, and users will be more inclined to the one they choose. This is actually a "little psychological trap". It does not blindly introduce the selling points of the product in a "salesman-like" manner, but allows you to "choose independently" in the form of a question-and-answer game. But in fact, as long as you participate, you are already inclined to choose to buy this brand. The only difference is whether you choose to buy product A or product B of the brand. Summary In general, if you want to achieve conversion and harvest when doing Xiaohongshu planting promotion, it is essential to build brand reputation and influence consumers' minds. Whether it is daily operations or major promotions, high-quality, interesting and valuable content is the carrier for brands to quickly establish emotional links with users and achieve conversions.