Among many private domain marketing methods, lottery has won the favor of many users for its unique fun. The low threshold and uncertainty of lottery activities can often inspire users' deeper curiosity and higher willingness to participate. It is widely used in many aspects such as attracting new users, promoting activation, retention, fission and so on. Today I will share with you some private domain lottery cases and teach you how to use lottery to play in private domains.
1. Driving new customers and drawing lottery
In the process of attracting new customers, enterprises can use platforms such as H5 and public account tweets with lottery links, and use methods such as forwarding in Moments, forwarding to WeChat friends, and sharing in WeChat communities to quickly influence each target customer and guide them to scan the QR code to draw and add friends. You can also place lottery cards in the shipped product packages, set the winning rate to 100%, etc. to guide customers to perform lottery operations.
Example: Luckin Coffee
After entering the Luckin Coffee applet, you can see the lottery pop-up window on the homepage. After clicking the lottery, you will be prompted to add the welfare officer's WeChat . Click from the welfare officer's WeChat message to enter the lottery page, and then click the lottery to view the prizes. Click Use Now to enter the e-commerce trendy shopping fission to make purchases.
Luckin ’s lottery is displayed through the pop-up window and sub-page banner on the homepage of the Luckin Coffee Mini Program. After clicking the lottery, the user will not immediately enter the lottery page but needs to add the corporate WeChat of the trendy product welfare officer first. The WeChat information will enter the lottery page. The prizes include physical goods and coupons, and you will 100% win. After winning the coupon, you will be directed to the Luckin trendy product page to guide the transaction.
2. Community promotion lottery
You can use lottery activities as a regular operation project to keep the daily group active, stimulate community members' enthusiasm for participation, increase stickiness and activity, and promote user repurchase through discounts and other prizes. The core purpose of community use is to make users recognize the product, become loyal fans of the product, and then potentially become paying users.
Example: Vipshop
community exclusive benefits, you can draw prizes every day. 100% winning, and the prizes are subsidies (can be deducted in cash without threshold) and coupons.
Although the value of the prizes is relatively small, the frequency of draws is high, and users are reminded to use them in time in the event push copy, which can promote users to frequently repurchase.
3. Member Lottery
Members are a special group of users. Once a user becomes a member, it means that the user has enough interest in the product, and the probability of retention and payment will increase. Setting up lottery activities can provide users with more small surprises and give users a sense of dignity with "privileges and benefits". For example: membership day lottery, member points lottery and other activities.
Example: Hema
Hema will set every Wednesday as membership day, and conduct live broadcasts, 1-yuan flash sales and other activities to promote conversions. VIP community members participate in the lottery and have the opportunity to obtain various levels of threshold-free gift packages. Gift exchange coupons , coupons, etc., promote users to redeem and repurchase.
4. Fixed consumption lottery
Users can draw a lottery based on their consumption quota, which can effectively increase the user's single purchase quota, while increasing the repurchase rate of private domain users, and can also quickly promote new users to place orders and promote transactions. For example, after the shopping limit is reached, lucky draw opportunities and prizes are set as membership points, coupons, blind boxes, small gifts, etc. At the same time, you can also use the receipts and order numbers consumed in offline stores to draw prizes in the private domain to achieve the goal of diverting traffic from offline stores to the private domain.
Example: MINISO
After a new user joins the group, the group welcome message will automatically send a mini program mall and a guide to the lottery. The new user will receive a 50% discount on the first order as a welfare bait, reminding the user that they can participate in the reputation value lottery after placing an order. After users purchase products, they will receive member points rewards in the form of "unboxing draws", which can be redeemed for various coupons and prizes in the points mall.
There are many ways to play lottery games, but the essence is to reach them from the user's perspective. How to attract users is the key. Before doing each activity, you must clarify the purpose and budget of the activity, and then choose specific gameplay.
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