Observation on the "One-day Tour of Huangguoshu" Event: Word-of-mouth Marketing Enlarges the Effect of Free Tickets Distribution

In the spirit of stimulating domestic demand and consumption, since the Spring Festival this year, a series of activities to distribute free tickets and coupons have been staged in various places. Among them, the activities of issuing free tickets twice before and after Beijing were the strongest and the effect was the most obvious. After all, when it comes to tourism, the ticket prices of scenic spots are getting higher and higher, and the proportion in tourism consumption is also growing. For ordinary people, getting a coupon that can be discounted to a certain extent is obviously not as practical and attractive as getting a real free ticket to a scenic spot. Especially if you get multiple tickets, it is also a waste not to go in the end. This is unbearable for thrifty China people.

It is everyone's wish to get a ticket from this scenic spot and another ticket from another scenic spot; Everyone wants to get enough things for themselves and give them to relatives and friends. So, in these invoice activities, how do the major portals operate?

From Baidu's search keyword "free tickets", we can see that the top two information at present is Beijing tickets. The first one is 2 million tickets for Beijing that are being distributed in a hot way recently; The second place is 654.38+00000 tickets distributed by beijing tourism administration on Le Tu Travel Network before the Spring Festival. The author went to Ctrip.com and Letu.com respectively, compared the two invoices before and after, and found that the two contractors did a good job in details, including the introduction of tickets and the participation process. The difference is that the information of applicants on Le Tu is visible in real time, and the list of applicants is published once a day, which is more transparent. I went to Ctrip.com at 9: 00 am for several days and was told that I received it today, so I don't know the details of the specific application process.

Le Tu.com is handing out free air tickets to Chengde. Although there are only 400 bags, they are very popular. It is found that the invoice process in Chengde has been further improved. First of all, everyone can apply for three times, and each time there is a certain probability of winning, which is about 3~5 times. Then every time you call a friend to pick up the ticket, you get three more chances. Therefore, in the process of word of mouth and repeated efforts, I have browsed the scenic spot information of Chengde many times to deepen my impression; I also contacted my friends to let them know the good news. I also like to participate.

So far, judging from the effect of participating in the activities, on the one hand, individuals have obtained a certain number of free tickets, so they have to go; On the other hand, friends have also received a certain number of tickets and can go together. Greatly improve the probability of actually going to the scenic spot. Word-of-mouth marketing is realized from the process, which magnifies this small invoice activity, allows as many people as possible to actually participate in the activity, and at the same time increases the landing probability of netizens, which can be regarded as killing many birds with one stone.

Reflection: This year, due to domestic demand, all provinces and cities go hand in hand, breaking the situation that they only wanted to introduce tourists but didn't want to export them. This is a gratifying phenomenon. However, in the process of vigorously promoting domestic demand, we also need to grasp the details, avoid waste, and strive to maximize the effect of activities. Nowadays, in the era of information explosion, relying solely on advertisements to attract attention will become a thing of the past. In the next 10 year, word-of-mouth marketing will gradually step onto the marketing stage as the protagonist.