A complete guide to online event planning and promotion!

When it comes to online event planning , the most important thing is creativity, not imitating other people's cases. We should not expect that every time we organize an activity we can become an instant hit and spread widely in one go.

Low cost and high dissemination, such activities are hard to come by and must be the result of the right time, place and people. Therefore, if you want to organize an event successfully, the most important thing is to be able to achieve the event goals steadily and effectively.

Clarify your thoughts

The ideas for online activities are mainly divided into two parts: creative plans and execution plans.

The two are both related and quite different.

The creative plan is the basis of the execution plan. The creative plan only needs to show the basic ideas and thoughts of the activity, while the execution plan needs to show the details of the activity in detail.

a. Creative solutions

The creativity of the event should be simple and clear, without a lot of content, but the creativity of the event should be demonstrated.

Generally, there are 2-3 creative ideas to choose from for an event proposal.

The framework of the creative case is relatively simple and is generally divided into two parts.

1. Creative source:

That is, the inspiration for the event. It would be even better if it could be combined with current hot topics.

2. Basic content of the activity:

Just clearly state the theme of the event, the time, the platform on which it will be held, and how it will be done.

b. Activity Implementation Plan

The event execution plan is carried out after the event creative case is determined. Some companies do not have a creative case when planning an event. Even so, even if there is no creative case, the creativity and basic content of the event must be communicated before making the execution plan, otherwise a lot of planning time will be wasted.

c. Detailed plan

1. Purpose of the activity

Is it to increase downloads, platform activity, or brand communication?

The direct purpose of any online activity is to promote. The cycle of an activity is generally controlled within 3 to 10 days. If the time is too short, the communication effect will not be enough; if the time is too long, users will feel tired.

Don’t underestimate these 3 to 10 days of activities, as they can often generate a month’s worth of sales or even more.

While making profits, companies can also improve their own image and accumulate popularity through activities, providing a user base for future sales. On the other hand, they can let users know the company's culture and the ideas it conveys. To put it bluntly, it helps companies become familiar to them so that they will think of you next time they want to make a purchase.

A successful online event will comprehensively improve profits, corporate image and user stickiness.

The goals complement each other, but to find the focus, you need to grasp the main goal to design the details of the entire activity in order to achieve the effect of the activity.

2. Activity Induction

1. Topic emotional guidance, photo selection, and sense of participation

For example, Weibo.

#How are you spending Christmas Eve?#When Christmas Eve is coming, just @ whoever you want to spend it with.

Leave a comment to tell us your Christmas Eve wish and download the CCTV recommended mobile app to have a chance to win 2 movie tickets and spend a romantic Christmas Eve with him/her.

One out of every ten people will win a prize. What are you waiting for? It’s time to test your luck! Please click →_→: download address.

2. Material Award Setting:

That is, what awards users can get in this event. It is recommended to "use big prizes as a stimulus and small prizes continuously". You can use a big prize as bait, and then give out small prizes every day or over a period of time, but it must be continuous, otherwise the user's enthusiasm for participation will decrease.

Prize: Depends on your situation

3. Activity Form

Creative, interesting, and low cost to participate.

After selecting the event platform, you need to plan the form of the event based on the characteristics of the platform and the purpose of the event.

Online activities include grabbing buildings, flash sales, forwarding with prizes, soliciting with prizes, online selection, registering to get coupons, etc. There are at least dozens of types if you count them one by one. The key is to choose and innovate based on the purpose of the activity and the characteristics of the platform.

1. Market analysis

A brief description of the product from four aspects: market, differentiation, competition, and active users. If there is detailed data to support it,

2. Activity theme

Formulate a theme for the activity. The theme is the backbone of the entire activity. For example, Xiaoniao Micro Flyer launched the "Girls' Day Babies Want Bags" activity on Girls' Day, which captured the current popular "girlish heart" psychology and quickly became popular in the circle of friends.

The theme of the event must be simple and attractive.

Solve a user's confusion: What is this event about and why should I participate?

3. Activity time

That is, the duration of the activity. The duration of online activities should not be too long. If the activity duration is too long, it will affect the user's interest in participation. It is recommended to be completed within 15 days .

4. Activity participation

Can users get the value of the event immediately? What are the benefits for users to participate in the event?

5. Activity spread

A good campaign can encourage users to spread the message spontaneously, and through secondary dissemination, it can increase the exposure of the campaign. Therefore, we need to think about how to encourage users to forward the message?

What are the reasons for users to forward the message, such as providing topics for conversation, establishing a good personal image, expressing opinions, etc.

6. Activity tracking

What data needs to be monitored for the activity and what are the statistical dimensions? The statistical dimensions refer to the perspectives from which people analyze things.

For example, when analyzing active users, you can look at it from the dimension of time, the dimension of region, or a combination of both dimensions.

7. Division of Activities

What tasks are involved in the activity and who is responsible for it?

8. Event Scheduling

When will the various activities be completed? Such as when will the activity plan be reviewed, when will the page development be completed, etc.

4. Activity Promotion

Large events require preheating, early guidance, and core target users

So what are the forms of online promotion? The editor lists the following:

1. Promotion on WeChat Moments.

WeChat marketing has become the main channel for e-commerce promotion. You can post in Moments and place advertisements in Moments. If the content of the activity is attractive enough and leads to sharing, the power of the WeChat circle cannot be ignored. This is the secret to the rise of micro-businesses in recent years.

In addition to simply posting on Moments, you can also send activity content, promotional posters, etc. to user groups.

2. DSP advertising, promotion in major media, websites, and newspapers.
There is no good or bad in these promotion channels. It just depends on how well the merchants grasp the timing of the placement according to their own positioning. The investment will naturally pay off, but blindly placing investments is courting death.

3. Live broadcast, TV shopping.
During last year's Double Eleven, Suning chose to give up the fiercely competitive media advertising and chose live streaming and TV shopping. This makes sense. The live streaming industry is a sunrise industry. With the advent of 5G, a large number of businesses have turned to live streaming as a business platform. After all, face-to-face communication can better promote communication and enhance credibility and interactivity.

4.H5 marketing, short video marketing.
Also on Double 11 last year, Tmall Global reportedly spent 300,000 yuan and had a professional team produce an H5 interface titled "A Double 11 Invitation Letter Sent to You Across the Universe", which received unanimous praise from the media circle, once again proving the power of H5 and short videos.

5.Mini game marketing.
People love to play, so why not make a small interactive game where you can participate in the activity and complete tasks to get prizes?

5. Activity Feedback

Activity completion reminder encouragement:

a. Hi, Mr. Rich. Congratulations on your successful participation in this event. The list of winners will be announced on XX day. Please continue to pay attention.

b. Invite more friends to participate in the event to increase your chances of winning

c. I’m so sorry that you didn’t win the grand prize in the XX event you participated in. I’m sending you a flying kiss of consolation. No thanks!

The list of winners will be announced, as well as the number of copies taken and the number remaining, with real-time feedback.

1. Cultivate brand credibility.

2. Continuously stimulate user enthusiasm for participation.

6. Expected Results and Goals

The expected effect of online activities can be considered from several dimensions such as number of participants, downloads, PV and UV.

Goals need to be set in stages according to the progress of the activity, so that appropriate adjustments can be made during the execution of the activity based on the differences between actual results and goals.

7. Activity Notes

This part is the key to the implementation of the plan. The key point is "details", and all aspects of the activity execution must be taken into consideration.

This can be considered from the following aspects: activity process, activity rules, and award setting. (If it is more feasible, the activity process can be presented in graphic form).

Activity Rules:

The activity rules should include a disclaimer section, such as how long it takes for a user to fail to provide valid contact information before being deemed to have automatically waived the prize.

It is recommended to weaken some format clauses or put them in an inconspicuous place on the activity page, such as:

"The final right of interpretation of this event belongs to XX."

"This event is strictly prohibited from participating under a pseudonym or cheating in any way."

8. Conclusion

1. Give a user a reason to participate in this activity?

It must be interesting and useful; activities with prizes must address the trust issue; and there must be a sharing mechanism (ice bucket challenge, smile challenge).

(Trigger point: the law of individual characters, adhesion factors and the law of environmental power)

2. User participation cost, extremely simple.

3. Immediate feedback and feedback presentation.

4. Provide feedback after the event, announce prizes, and cultivate brand awareness.

Author: Network

Source: Internet