4 steps to teach you how to design a member day event

For brands, Member Day is an important day for them to give users privileges. In order to capture the attention of consumers, it is necessary to design Member Day activities. So how to design Member Day? This article specifically shares 4 steps. I hope this article will be helpful to you.

From the era of traffic to the era of retention, the importance of members to brands has been increasing. As "highly sticky" and "highly loyal" consumers, members can be said to be important assets of the brand.

In the fierce market competition, brands will adopt various marketing methods to occupy the minds of consumers, and "Member Day" is an indispensable and important means among them.

Through Member Day activities, the brand provides abundant discounts, gifts and privileges to attract more members to participate, effectively improving member loyalty and repeat purchase conversion.

So how should you design a membership day? Here are 4 specific steps. I hope this article will be helpful to you.

01 Setting the date of Membership Day

The first step is to set the date for Membership Day. This cannot be decided on a whim; it must be based on reason and evidence.

The idea can be summarized in one sentence: that is, design a "simple and memorable" and "tonally consistent" membership day date based on the brand's industry attributes and product composition.

Usually, the design can be carried out around the three time dimensions of week, month and year:

1. Weekly Membership Day

Industries with high consumption frequency, such as supermarkets and catering, are suitable for establishing membership days on a weekly basis.

Usually, the time chosen is between Tuesday and Thursday. This is mainly based on the business logic of "sales in peak season and word-of-mouth in off-season". The traffic in the middle of the week is relatively sparse, so membership day activities can be used to stimulate user consumption with preferential benefits, while earning brand reputation.

For example, Nayuki has membership day on Wednesdays, offering half-price drinks and various coupons; KFC has Crazy Thursdays, with discounts on various snacks and drinks.

2. Monthly Membership Day

Brands in industries with relatively low consumption frequency, such as the beauty, maternal and child, and snack industries, can choose to establish membership days on a monthly basis, and the range can be selected within 1-3 days.

You need to choose a time that is easy to remember and consistent with the brand tone. For example, Winona chooses the 25th of each month as Member Day, which is consistent with the industry's "525 National Skin Care Day". Many brands also choose the more "auspicious" days such as 8, 18, and 28 as Member Day.

3. Annual Membership Day

For most brands, the annual membership day is equivalent to the "brand anniversary celebration". Of course, it is also suitable for some platform-based companies, represented by Internet e-commerce brands, which can create a big promotion marketing node as a super membership day and concentrate resources to bring explosive points to the activities.

For example: Tmall's Double 11, JD.com's 618. Users can enjoy a series of benefits such as cross-store discounts, category coupons, interest-free installments, store coupons, and exclusive discounts on discounts.

02 Membership Day Benefits Design

After setting the exclusive membership date, you should focus on designing membership benefits. The quality of benefits directly affects the growth rate and retention rate of members.

There are two main points:

First, we must highlight the "membership status" and reflect the value of membership through rights and interests, so as to attract more non-member users to join;

Secondly, we must highlight “super value benefits”. Through the Member’s Day activities, we can allow more users to participate in activities or complete orders, and even generate fission, rather than simply allowing users to become a low “contribution” member.

Of course, the specific rights and interests content must be designed according to the actual situation and cost budget of the enterprise.

Below, I will list the more popular ways of playing from three aspects: basic rights, value-added rights, and surprise rights, based on the brands currently on the market.

1. Basic rights

Double the points: Members receive double the points when shopping, increasing their points earnings and promoting consumption.

Exclusive coupons: Members can receive exclusive coupons on Member Day to promote conversion.

Limited-time redemption: Members can obtain specific goods or services by consuming points, purchasing coupons, etc., limiting the number or quantity of redemptions.

2. Value-added rights

Exclusive offers/discounts: Launch member-only offers or discounts, such as 20% off or discounts on purchases over a certain amount, to promote consumption.

Limited-time specials/flash sales: Launch limited-time specials on Member Day to attract members to buy.

3. Surprise Benefits

Send gifts: Give exquisite gifts based on the amount or number of consumption to improve consumer satisfaction.

Free trial: Provide free trial opportunities to allow consumers to experience new products and increase their willingness to buy.

Offline activities: Provide offline parties, concerts and other opportunities to enhance member loyalty and consumer experience.

Brands can design exclusive benefits for Member Day based on the existing membership level system, membership scale, member consumption behavior data, etc., combined with brand product types and comprehensive considerations of event costs. When designing, they must also take into account both long-term value and short-term interests.

03 Design of event scenes and publicity channels

After designing and planning the framework of Membership Day, you need to consider the actual application scenarios of Membership Day, which are mainly divided into two channels: online and offline. Relatively speaking, the content that needs to be prepared is quite different.

1. Online

Online channels can choose e-commerce platforms, official accounts, mini programs, communities and other channels as activity carriers.

It is necessary to do a good job in the process design of the event, focusing on publicity and how the copy and pictures can better attract user participation.

We also try to open up traffic exposure as much as possible, do a good job of reaching and guiding, let members know about the event, and let them join in quickly. Especially in the private domain scenario, we need to warm up and promote the event.

2. Offline

Offline channels can hold membership day activities in physical stores or organized venues.

For example, special offers, free trials, gift giving and other activities can be set up in stores to increase members' willingness to consume and purchase frequency in the store.

The focus of offline activities is on the preparation of materials. You can make corresponding posters for display and guidance. Brands with more ample activity budgets can also increase traffic through advertising on public domain platforms to increase the possibility of reaching users.

At the same time, stores can also combine online membership activities with offline activities to improve the coverage and effectiveness of membership activities.

04 Activity review and precautions

After the Member Day event, data analysis and review are required to promptly identify problems and optimization points in the event and improve the effectiveness and efficiency of the next event.

Here are the steps to replay the activity:

1. Collect data: After the event, collect sales data, visits, conversion rate, number of new members, and other data during the event.
2. Analyze data: Analyze the collected data, such as comparing sales and visits on Member Day and ordinary days, analyzing the attractiveness and sales effect of membership activities, etc.
3. Identify problems and optimization points: Based on the results of data analysis, identify problems and optimization points in the activity, such as insufficient activity appeal and an unsmooth activity process.
4. Review and summary: Summarize the results of the activity and the improvement plan to provide reference for the next activity. At the same time, share the summary content with relevant personnel in a timely manner for continuous improvement and optimization.

In the actual operation of the event, many problems will inevitably arise. Based on experience, here are some common misunderstandings and precautions:

1. The discount is too small or too large

Some brands are reluctant to spend money, resulting in too small discounts and very few people participating; while some brands are lavish and offer too large discounts, even lowering the prices of their main products, resulting in damage to brand profits.

Therefore, it is necessary to strictly control the cost budget of the event and formulate appropriate preferential measures based on the actual situation of the brand.

2. Insufficient or excessive marketing promotion

Insufficient marketing promotion will result in a small number of participants and poor results; excessive marketing promotion will make members feel irritated and generate negative emotions. Therefore, it is necessary to grasp the intensity and method of promotion, and make full use of social media, text messages and other channels to attract more members to participate in the event.

3. Unstable system support

Especially when conducting online member day activities, it is necessary to ensure that the system supports stability, including online payment, order processing, inventory management, etc. If the system is unstable, it will lead to problems such as order loss and payment failure, affecting the member experience.

4. Inadequate customer service

Inadequate customer service will affect member satisfaction and loyalty, and may even lead to member loss. Therefore, during the event, it is necessary to strengthen customer service, solve members' problems and questions in a timely manner, and improve member satisfaction and loyalty.

5. Lack of follow-up and optimization

If there is a lack of follow-up and optimization after the event, problems may not be discovered and improved in time, affecting the brand image and user satisfaction. It is necessary to collect and analyze user feedback in a timely manner to discover problems and improve the event.

To sum up, when designing a brand membership day, it is necessary to fully consider the above considerations and avoid common misunderstandings to ensure that the event can attract member participation, improve brand image and user satisfaction.

Final Thoughts

Finally, let’s summarize the 4 steps of member day event design:

Determine the date: in weeks, months, or years, depending on the brand or industry attributes;

Equity design: Based on actual cost considerations, equity is designed from three aspects: basic equity, value-added equity, and surprise equity;

Scenario design: It is divided into online and offline scenarios, and different key tasks need to be considered;

Activity review: After the activity is over, remember to collect and analyze data, and then summarize and review it.

Author: Yan Tao

Source: WeChat public account "Yan Tao San Shou"