A guide to avoiding pitfalls in event planning!

I’m going to give you a little extra today. If you want to avoid pitfalls when planning an event, remember these three words: determine, solve, and arrange.

• Determination is the determination before planning
• Solution is the solution to the problem during planning
• The mine clearance before going online

Please read on patiently to find out what is going on.

016 types of people in event planning

After observation and self-summary, activity planning, the more common typical 6 types of people have the following characteristics:

1. Don’t know how to do it & know it too well

1) Don’t know how to do it

They are usually newcomers with little experience. The arsenal is not well stocked, the purpose is unclear, and there is no accumulation of gameplay methods. It's difficult to organize an event without any ideas.

2) Know too much

This type of person is a veteran in the workplace and has participated in many activities. But there will also be problems: inertia of thinking, thinking that all business problems will be solved with activities. Excessive path dependence and a lack of vision and perspective will make it difficult to solve business problems in depth.

2. Careless & Cautious

1) Careless

This type of people are rather careless when organizing activities. They don’t pay enough attention to some rule details and reward boundary values, so they are more likely to fall into traps and receive a lot of customer complaints later on, which is very frustrating.

2) Be cautious

This kind of person is better than being careless and is less likely to suffer small losses. But it’s hard to say whether you will suffer a big loss. Getting caught up in the details of an event too early and too much can easily lead to a lack of control over the event as a whole.

3. Failure to assess & overdoing it

1) Unable to evaluate

The data awareness is not strong, and data collection is not done for some key nodes. Even a good cook cannot cook without rice. When it is necessary to analyze the effectiveness of an activity, one does not know where to start. The reason is that the preliminary data preparation was not done well.

2) Excessive force

For this type of students, there is no problem with data awareness, but one thing they do not do well is that they are too limited by data. We can also conduct in-depth analysis when the data volume is very small. Although detailed enough, it is not of much reference value.

If you want to overcome these problems, I would like to give you a sentence: Even if you have a tiger in your heart, you can still smell the roses.

02 Event Planning Process

In order to avoid pitfalls completely, you have to break down the activity process into details and examine and break through each link.

So let me first sort out for you what a complete event planning process should be like?

I split the process into 10 nodes, as follows:

• Problem analysis: first find the root cause of the problem and prescribe the right remedy, otherwise all subsequent work will be in vain.
• Solution: The problem does not necessarily have to be solved through activities, it may be a problem with functions or products.
• Activity gameplay: The big guys usually have an arsenal of marketing activity gameplay and an arsenal of historical activity gameplay, so if you want to launch a new activity, it will be much more efficient.

I have compiled a marketing campaign arsenal (partial screenshots)

• Cost estimation: Calculate the ROI of this activity, estimate how many new customers/revenue it will bring in, how much money each customer will cost, and calculate the input-output ratio.
• Activity rules: activity time, target population, participation method, reward calculation method, reward distribution time, reward viewing path, disclaimer, etc., need to be clearly stated one by one.
• Activity preparation: Which personnel will be involved in this activity’s support: design, data, development, customer service, etc., and various resources will be promoted in a project-based manner.
• Activity launch: full process verification, customer service training, material preparation for each channel, etc.
• Effect monitoring: Real-time monitoring: QPS of the activity page, reward inventory; daily data effect report: traffic, conversion, purchase, crowd, etc., to provide decision-making for the activity
• Activity optimization: If the traffic is not good, is it a problem with the allocation of resources? If the conversion is not good, is it a problem with the activity page or a system bug, or is the gameplay itself not good? Make targeted adjustments to improve results.
• Activity summary: Review and summarize the overall effect, gains, shortcomings of the activity, and accumulate marketing planning experience.

03 Three-word mantra for avoiding pitfalls

Through a comprehensive and detailed understanding of the above 10 activity processes, you can ensure that you can do the activity well and beautifully, while also paying attention to avoiding pitfalls.

To avoid pitfalls, remember these three words: determine, solve, and sort.

Determination, confirmation before planning. First determine the overall direction to avoid deviation.

• Problem characterization: When the boss raises a question, first analyze the problem and find out which business module caused it: attracting new customers, conversion, retention, and activation. Then continue to clarify which one of the product, function, or operation caused it.
• Setting the tone of the event: Is the event a one-time event or a long-term one? Is it S-level for large events, or small events? Is it limited to a certain group of people, or is it limited to the entire population? To spend money, or not to spend money? Set the tone.
• Target setting: Determine what target value this activity should achieve? For example, attracting 10,000 new customers, or increasing revenue by 1 million yuan.

Solution, problem solving during planning . The activity focuses on the elements that constitute it and breaks them down one by one.

1. How to solve the game

See whether to design a one-time behavioral reward for users, a reward for continuous advancement, or more interactive rewards (for example: completing tasks, meeting invitation requirements, etc.). For specific gameplay, you can refer to the activity gameplay table I shared above to collect some ideas.

2. How to solve the cost

Once you have decided to spend money, you need to think about how to spend it, whether it is channel fees or customer rewards, whether the rewards are phone bills, cash red envelopes, or JD cards, etc. After clarifying it, you need to see how to apply for the fees and how long in advance you need to apply.

3. How to solve the problem of resources

For design resources, when do I need to submit an application and when will the development requirements be reviewed? Who will follow up and when is the delivery time? Answer one by one

4. How to analyze the solution

Does it involve real-time monitoring or daily monitoring? What key business indicators should you look at? Which data colleagues support and output analysis reports?

The process of clearing mines before going online is to clear mines. Hidden minefields are cleared one by one.

1. Rules of conduct

1) Participation threshold: Do users need to browse/register to participate? Is there a certain condition that needs to be met?

2) Boundary value: At what point in time is participation effective? When is the voucher valid? Is it possible to purchase and then receive the coupon? When will the product be available for participation? What groups of people can participate?

3) Disclaimer: Add a disclaimer at the end of the rules, the final right of interpretation of this activity belongs to xx, etc., to avoid some adjustments or malicious attacks by users

2. The mine on the line

1) Process verification: Has the entire process been verified? Is the functional experience smooth?

2) Activity mark: During the verification process, are there any marks of participation in activities? Was the invited relationship successfully established? Are the awards displayed and distributed in a timely manner?

3. Channel minefield

1) Resource replacement: When should the materials of a certain channel be put online? When does it need to be replaced or taken offline? What is the order of operations for going offline?

2) Offline list: Prepare a complete offline list: channel, content, offline time, operator

4. Abnormal thunder

1) System abnormality: What should I do if there is a bug in the system and I cannot participate/awards fail to be distributed/over-distributed, etc.?

2) Bulk customer complaints: How should we handle and guide large numbers of customer complaints?

3) Major complaints: When encountering major complaints, how should we respond and what are the compensation measures?

Attached is a self-check form for avoiding pitfalls. If you need it, you can ask me for it.

Author: Walking Nobita

Source: Daxiong carries his bag