Reading guide
The end of the year is approaching, and it is the stage when various medical aesthetic institutions begin to intensively plan the year-end activities.
Therefore, today I have compiled a framework for the activity design of medical aesthetic institutions and share it with you, hoping to provide you with some valuable references.
Without further ado, let's get straight to the point
In other words, the activities of medical aesthetic institutions can be roughly divided into two types:
Sponsored Brands campaigns.
Sales** Activities.
Sponsored Brands campaigns. The goal is to help organizations establish, consolidate, and strengthen their differentiated brand positioning in the minds of targeted customers.
Sales** Activities. It is for the purpose of achieving performance goals, on the one hand, through activities to complete the front-end new customer to the hospital conversion, as well as the transaction conversion and retention conversion after the hospital;On the other hand, it is to complete the repurchase conversion, second conversion and new conversion of old customers.
Next, we will mainly discuss the "Design Framework of Medical Aesthetic Institution Sales** Activities".
The sales** activities of medical aesthetic institutions are the sum of the total performance goals of the activities jointly achieved by the various positions responsible for the conversion rate.
It can be roughly broken down into:The overall goal of the organization = the goal of each post + the task (action) of the post
Therefore, the realization of the ultimate goal is the result of the overall linkage of the institution's operating system.
With the overall goal as the core, carry out creative planning, resource allocation and coordination of each position, implementation - process supervision, review and adjustment, and goal realization.
this link. 
The design framework for such activities can be broadly divided into the following three main focuses:
1. Clarify goals.
2. Creative planning.
3. Reward settings.
Let me take a look at each of them:
Be clear about your goals
The first thing is to ensure the uniqueness of the goal
Generally, only one goal or one main goal can be set for an event.
If multiple goals are set, it is easy to prioritize activities and scatter resources, which in turn leads to activities not achieving the desired results.
Then, we're going to break down the overall goal into goals for each role
Then, the job goal must be quantifiable
Job objectives must be measured with clear data indicators.
It needs to be specific to the number, the number of people, the amount, etc.
In addition, the job goal should also be achievable
The job goal must be achievable, or at least guaranteed to be 80% (minimum goal), if it cannot be achieved, the process is also a blow to the team's confidence (this part of me is more Xi to the front-line personnel to participate in the analysis and setting).
Therefore, the overall goal setting and job goal analysis need to refer to the existing data
For example: the number of existing customers, the number of customers with clear needs, the number of customers to be converted, the number of new customers that can be brought in, the number of effective traffic entrances, etc.
Creative planning
The formula for creative planning is:
Activity creativity = gimmick + rules + customer value.
1.Gimmick
Gimmicks often come from life scenes.
a.The gimmick comes from the festival scene
At this time, it is necessary to give the target customer a sense of ritual:
And the sense of ritual is made up of:Feelings + interests + interaction + honor.
Feelings:From holiday greetings, holiday gifts.
Benefits:During the holiday season, the discount is stronger than usual.
Interactive:Rewards can be obtained through tasks or through their own regular customers.
Honors:Give regular customers holiday privileges and social currency.
b.The gimmick comes from a hot scene
For example, a local area or a large-scale event.
It is important to note that:The relevant provisions of the Advertising Law must not be violated, and commercial marketing and publicity must not be carried out in the name of major state affairs and political activities.
c.Gimmicks can also come from self-created scenes
Your organization can combine time, place, people, events and other elements to create your own unique gimmick to give your organization its own specific festivals, such as member day, pet fan festival, anniversary, store celebration, etc.
In addition, the gimmick is an opportunity or reason to give customers a discount, so we also need to "polish" the "gimmick" to make such a reason more attractive, so we can make certain psychological hints to the target beauty customer without creating appearance anxiety.
Psychological suggestion is derived from:
1.The purpose behind the target customer's pursuit of beauty.
2.After doing medical aesthetics, I want to achieve the positive effect brought by my appearance.
Based on the above, let's design again
Rules
What are the rules:Rules are the bridge between the beauty of the customer and the value of the customer.
The design of the rules can be roughly divided into the following processes:
1.Introduce the event
These include:Event introduction, participation process, task details.
2.Restrictions
That is, the threshold of participation:At this point, if we want the event to have a scarce value to attract the participation of the target beauty seeker, we need to design a certain threshold, which is what I said in my previous article on the event"Three limits".
Limited conditions, limited time, limited quota.
3.Reward Rules
These include prize content, award rules, etc.
a.Prize contents: Product, Item, Quantity, Value.
b.Award Rules:What do participating customers have to complete in order to receive the corresponding prizes?
For example:Attracting new users, accumulating, recharging, hair circles, self-propagation, etc.
c.Reward Algorithm:Algorithms and examples of customer rewards.
d.Event customer support
At any time, we can solve the problems of the participants and assist the participating customers in providing guidance on related operations.
4.Principles of the rules of the activity
a.Number of people:The number of people who participated in completing a particular task.
b.Tasks that can be done by one person:Spike, ** deposit cashback.
c.Tasks with limited number of people:How many friends to invite in a group.
d.Tasks that don't require a limit on the number of people:Distribution, fission.
e.What tools to use when doing tasks:What platform or app, applet, etc. we need to use to complete the task?
f.Time setting
5.Rule-making publicityThreshold + Time + Platform + Number of People + Action + Reward = Rule Formula Framework.
Examples:Within 3 days, regular customers can share the activity to the circle of friends and invite 2 people to participate in the group activity, and they can get 1 monthly card for maintaining and maintaining skin at the same time.
Notes on designing activity rules:
1.Easy to understand
It shouldn't be too complicated, and if the customer can't understand it, then they won't participate.
2.The threshold is low
The lower the barrier to entry, the better, and try to involve as many people as possible, if there is a specific target.
3.The path is short
The difficulty of the activity is moderate, and it should not be too complicated.
4.Fun
Randomness + Participation = Fun.
Finally
Finally, about the design of the rewards in the event
Rewards
Rewards are divided into:Extrinsic Reward + Intrinsic Reward.
Let's start with extrinsic rewards
"Extrinsic rewards" are real rewards. Examples: cash, vouchers, gifts, points.
The main performance is:
1.Relevance:
Prizes should be linked to the project as much as possible. For example, vouchers can be deducted immediately.
2.Coverage
Prize Coverage Principle:The big prize is scarce and the small prize is continuous, and the big prize is used as a gimmick to attract the target beauty customers, which plays a role in drainage;Small prizes are used to increase the winning rate and engagement of participating customers.
3.Laddering
Rewards increase with the contribution of participating customers.
4.Phased
During the event, rewards should not be distributed all at once. Several fixed time periods should be designed.
5.Probabilization
Prizes should be random, which adds to the fun and can be engaging and interactive.
Besides, intrinsic rewards
"Intrinsic reward" is a spiritual reward.
The main manifestations are:
1.Superiority:Let customers perceive their strengths and inspire them to show off.
2.A sense of belonging:The feeling of being accepted as a member of the circle.
3.Identity:The valuable judgment and recognition of the customer and the people around him.
4.Respect:Feel the joy of being respected and valued at the event.
The above are the fragmentary thoughts about the design framework of medical aesthetic activities.
It's 2024 soon, and I wish us medical cosmetologists better and better
Well, that's all for today's topic.
The above is my personal opinion, perhaps one-sided. Please also give me a lot of advice.
At a time when the medical cosmetology industry is changing, how to combine its own resources to better "break the game"!New operation, stock operation, and refined operation are all the only way for the long-term development of medical aesthetic institutions. Please pay attention to my medical aesthetic operation notes, I am Zhang Lei of medical aesthetic operation.