Propagating individuals help companies to carry out new operations through social sharing (rewards, benefits, fun content, etc.) to achieve the growth goal of an old user bringing multiple new users. In fission marketing, the only result that you want to achieve is one—the lowest cost, the maximum customer growth. While traditional marketers are also concerned about growth, there is a fundamental difference to the growth we have achieved by using the technology of growth hackers, namely whether it can be achieved in the case of “de-advertisement”.
As we all know, in the era of incomplete social media development, the most important means for enterprises to obtain market volume is to advertise. The cost of advertising has two parts: first, the cost of creative production; second, the cost of media placement. In most cases, companies still rely on the experience of marketing teams when developing creative strategies and delivery strategies. This reliance on team experience makes it possible for both creativity and launch to be a hammer sale, poor trial and error, and high cost of failure, which makes the company’s customer growth have huge uncertainties.
In contrast, we emphasize that fissile marketing using the technology of growth hackers will greatly reduce the uncertainty of advertising.
The characteristics and advantages of fission marketing
Compared to traditional marketing, fission marketing has two differences.
First, emphasize sharing. That is, new users must be brought by the sharing behavior of old users. This has the lowest cost and the widest number of visitors.
After social apps such as WeChat and Weibo were born and became mainstream applications, sharing platforms and technical means is no longer an obstacle. How to share users is the key, and welfare design and fission creativity are the main solutions.
Second, pay later. The advertising cost of the newly acquired customer is decomposed into the reward fee recommended by the old user and the reward fee registered by the new user, namely: advertising cost = old user pull new reward + new user registration reward.
These rewards basically adopt a post-paid model, and users can only get rewards after registering or completing behaviors, thus reducing the risk of advertising.
According to the above two points, the main task of the growth hacker is to use data-driven marketing decisions, while maintaining the original user habits and activity of the enterprise, and repeatedly testing through technical means to improve the sharing rate, and constantly stimulate the new users. Reward the advertising costs to users, implement growth targets, and bring profits to the company.
This revolutionary marketing thinking has many advantages:
First: constantly update, quick trial and error, find out the key points of user activity, and improve the sharing rate.
Second: use technical means to reduce the cost of creativity and reduce the cost of advertising.
Third: reward the advertising fee to the customer and stimulate the user to share it more widely.
In short, the fission growth achieved through technology is a very cost-effective new promotion method for many high-frequency low-cost unit prices. If combined with accurate fission channels, the cost of pulling new ones will be much lower than the cost of traditional pulling. One more thing to add is that this new traffic is based on the social trust relationship, and the conversion rate and retention rate are much higher than the traditional channels.
2017 is the 30th anniversary of KFC’s entry into China. They have made a “classic delicious price return to 1987” event, which is to reconcile the two classic products back to the price 30 years ago. Participants only need to become a KFC member through WeChat or the official app. In the restaurant, they can purchase a 2.5 yuan original chicken and a 0.8 yuan mashed potato.
The activity itself is not much new, but the innovation is the way of advertising: using fission means, through the brand’s own media (WeChat public number, official App, Alipay platform) to issue coupons, for members only for a limited time.
Due to the huge number of members and sharing through social platforms, the WeChat index exceeded 10 million after 36 hours of launch. Throughout the event, the overall volume of social media exceeded 91 million.