Practical tips: How to promote an event well?

First, let me give you a few tips:

Tip 1: How to increase the success rate of invitations?

When we invite someone to attend a meeting, we often find that the other party agrees but just doesn't come. Especially in some first-tier cities, where the journey is long and the work is heavy, it would be good if the attendance rate could be half. What should I do at this time? This way, you can ask the staff to confirm the details as much as possible when inviting you.

Staff: "Can you come to participate in such and such an event on such and such an afternoon?"

Invitee: “Okay.”

Many invitations end at this step, and the other party is included in the list of those who “can attend”. Please note that this step is far from enough. Try to confirm the details with the other party.

Staff: "What time will you arrive?" "What car did you take? Do you want us to pick you up?" "Are you coming alone or with someone else?"...

Why do this? There is a very important psychological effect, which is also a thinking model called " commitment consistency ", which means that people are always willing to fulfill their promises and do not want to be a person who breaks their promises. When we ask more detailed questions, the other party will unconsciously think further, which means he will pay more attention. Simply answering "OK, I can go" is a smooth response. The promise he makes after thinking about the details will naturally increase his attention. The more detailed the commitment, the more likely it is that the person will show up.

Next time you organize an event, remember to use this trick! Try the effect.

The second trick: How to make the event scene appear lively? Instead of someone always leaving?

The solution is simple: put fewer seats.

If we invite 500 people and expect 300 to show up, we will only have 250 seats.

Why do this? First, those who arrive later are deliberately left without seats and made to stand at the back. When there are many people standing in a conference hall while listening to the lecture, the atmosphere will feel very lively, and those present will think to each other, “So many people come to listen, it must be very exciting, right?”

Secondly, it also makes people who originally have seats afraid to leave. They will think that once they get up and leave, other people will immediately take their seats, which can greatly reduce the departure rate.

This thinking model is called “ creating scarcity ”. This thinking model is introduced in detail in our book "Growth Mindset" ( this book can be purchased on JD.com ).

The third trick: How to make the scene full of climaxes instead of a dull atmosphere?

The atmosphere at an event is often related to the speaker’s talent for expression, and if you have a talented speaker, you don’t have to worry about a dull atmosphere. But most people don't have this talent, so we need some standardized actions to keep the atmosphere of the event on a certain level so as not to make the participants too annoyed.

One method is to use tools, such as everyone at the scene shaking their phones together and selecting a few draws based on hand speed, which can quickly bring the atmosphere in the venue to a climax.

A method we often use does not require any tools and is very simple. It is called " Hello-Hi ". We will make an agreement with the audience on the stage. In order to prevent everyone from falling asleep, when the speaker says "Hello" on the stage, all the audience will reply "Hi" together to wake up the sleepers.

"Hello——"

"Hi!"

"Hello——"

"Hi!"

Whenever you feel the atmosphere is starting to get dull, you can do this. It only takes three seconds to liven up the mood.

The model we apply at this time is the " herd effect ". There will definitely be audience members who will cooperate, and other audiences will follow suit.

There are many details involved in organizing an event. The above tips will help you solve some common problems you may encounter when organizing events.

When we do activities, we can design them along the following lines:

1. Content line

2. Emotional Line

3. Transmission line

Content line:

There is no need to deny that the vast majority of activities are for advertising or promotion. However, if all the content is selling things and advertising, it will annoy users and they will not come back next time. You still have to give users some "dry stuff" every time, so that they feel that even if you do advertising, I have also gained something. Just like every morning I listen to Luo Zhenyu’s ten-minute “Luoji Siwei”. Even though I know he is advertising in every voice message, I still listen to it because in every voice message he still talks about some practical stuff and then promotes other courses. If it's purely for sales, I won't go.

Emotional Line:

When organizing an event, you can't just say everything you want to express. You also have to design the emotional points of the event as a whole. You have to find a way to solve the problem of dull atmosphere. The "Hello-Hi" I just taught you is a particularly practical idea.

This type of method must be separated from personal talent and designed so that everyone can complete it. Only in this way can event marketing be standardized and replicable.

In addition, at the end of the activity, you must create a "terminal value experience", that is, you must let the user leave at the peak of their emotions, rather than ending it hastily at the low point (I have seen a lot of activities like this). This is the " Peak-End Law ". Only in this way can users keep thinking about it, and they will definitely respond.

Transmission line:

The activity itself may not be an end. Because no matter how many people come to the scene, not many people can come, the impact can be limited, and the cost is not low. Therefore, communication must be done to amplify the value. One can even say that we should achieve “ small activities, big communication ”.

There are two types of communication: one is on-site communication and the other is media communication .

On-site communication can stimulate everyone to forward the message, which can also be designed as a standard procedure (SOP). On-site communication can actually be easily mobilized. Generally speaking, " golden quotes ", " cool-looking pictures " and " your own photos " are most likely to be forwarded by the audience. The simplest way is to invite everyone to forward it on the spot.

Media communication is more complicated because we need to have at least some media relations to turn the content of the event into exclusive interviews or press releases to create a public opinion effect.

As a very important way of growth, activities have a sense of "presence", "sense of ceremony" and "personal progress" that are unmatched by other online growth methods. There are many areas that require continuous improvement. Today I will introduce to you some practical tricks and basic logic.

Author: Growth Research Institute

Source: WeChat public account: Growth Research Society (ID: prguanjia)