Event planning and promotion: a universal event planning solution!

There is actually no shortcut to planning an event well, but there is a basic methodology. Then, through continuous learning, practice, and summarizing, you can improve step by step and slowly grow into a master.

For a planner, what he often faces is tight time, heavy tasks, lack of resources, and the need to meet extremely high KPIs. So how can we dance with the shackles under limited resources and complete a good event planning?

Next, I will teach you a universal event planning solution .

It only takes 5 steps to easily plan your event.

1. Five steps to event planning

2. Preliminary research

3. Event Planning

4. Event preparation

5. Activity Execution

6. Event follow-up

Okay, enough talk, let’s drive! Phew, start!

/ 1. Preliminary research - finding problems /

Market Research

First of all, we need to clarify the purpose of event planning. Event planning is not done to complete the leadership's tasks, but to solve the problems encountered by the company in the sales process through a marketing activity .

The five dimensions of brand (awareness, credibility, reputation, and loyalty) are a great tool for discovering problems. They focus on the five key issues in brand growth: Brand dependence: How many people have heard of the brand? How many people understand? How many people agree? How many fans do you have? How many die-hard fans are there? If the quantity is small, you need to start from the beginning step by step.

Purpose

From the practical operational level, the purposes of the activities are divided into: traffic generation, activation, transaction, and dissemination. Determine your goals based on the problems found above. It is best for an activity to have one main purpose. If you want both sesame seeds and watermelon, you may not get either in the end.

User Analysis

So how to attract people to participate requires research on potential users. Strict research can follow the steps below.

Research Description

§ Research Purpose

§ Target group

§ Research content

§ Research Methodology

§ Data source description

Population attributes

§ gender

§ age

§ Education

§ Industry

Behavioral analysis

§ Purchase frequency

§ Purchase price

§ Purchase categories

§ Buy Brand

§ …

Attitude Analysis

§ Purpose of visit

§ Reasons for attraction

§ Advantages

§ insufficient

§ expect

§ …

Daily Preferences

§ Daily hobbies

§ Access to information channels

§ Preference information type

§ Areas of focus

§ …

Research Summary

In most cases, market research only requires answering who the customers are, where they are, what they like, their attitudes toward the product , etc. Of course, some data do not require you to research them yourself, some professional research reports can also be used as reference.

Preset Target

In order to make the results of the activity measurable and comparable, we often need to set some indicators, such as traffic, conversion, forwarding, purchase, bounce, etc. These data can be used to monitor every important link of the activity so that effective improvements can be made to the activity in the future.

/ 2. Event planning – making plans /

Creative Collection

Now that you have a goal, you need an implementable Big Idea. Many times, big ideas are not as simple as Newton being hit by an apple. But inspiration also has traces to follow, and learning from excellent cases is one of the shortcuts.

Event materials and event display design

Theme Design

After reading a lot of cases, you should have some ideas, but this is not enough. We also need to set up activities based on the situation of our own company.

First, take advantage of the situation to see if there are any major holidays or hot topics that attract national attention.

If you can't leverage a trend, you can only create your own momentum. New store opening/new product launch are both good themes. If there is none, create one yourself, such as Double Eleven, wedding season, travel week, etc.

After studying hundreds of cases, Yanfei sorted out 10 basic ways to play activities. Although there are only 10 types, they can be combined and the variations are endless. Once you’ve decided on a theme, you can simply apply it.

Activity Form

These ways of playing deeply tap into people's needs, satisfying people's needs for watching, performance, interests, unwillingness, mutual assistance, composure, curiosity, etc. Therefore, good activities are those that fully understand human nature.

Visual Design

In an era where appearance is justice, visual packaging is also a very important part. Good visual design can instantly bring potential users into the scene and leave a brand impression.

Activity budget & activity channels

The publicity channels for the event are also an important consideration. Before the Internet era, basically (with a high probability) as long as a company was willing to spend money on advertising on CCTV, its performance that year would not be too bad.

All of the above costs money, and the budget is a stumbling block.

Everyone wants to spend less money to get the most benefit, but this is unrealistic. It is impossible to make a product a hit with a budget of 100 yuan. Although there are often some popular activities on the market, they are all the result of the right time, place and people.

Time Planning

The next step is to implement it, formulate an activity execution plan, and determine the responsible persons.

/ 3. Event preparation - coordination of resources /

Event copywriting

Based on the preliminary idea of ​​event planning, an activity plan is gradually formed, which at least needs to include: event background, activity objectives, activity theme, activity time, activity process, activity creativity/game play, activity process, promotion channels, resource requirements, and activity budget. Then take this plan to ask for a budget and resources.

Resource coordination and implementation

It is particularly important to communicate well with internal and external resources in a concise and clear manner, without causing ambiguity or violating everyone's habitual thinking.

If it really cannot be simplified, you must emphasize it again and again, and you may have to be prepared to teach it step by step. After that, you need to focus on key nodes, implement them, and test them multiple times. Even if others have tested them multiple times, you'd better test them again. The most worrying thing is that people habitually ignore them.

/ 4. Activity Execution – Problem Solving /

Warm-up period

Event warm-up is very important, as it determines whether it can reach a hot spot and how high the hot spot will be. The easiest way to preheat is to inform, such as what activities will be launched on which day.

A more complex approach is not just to inform, but to add gimmicky elements to attract users' interest and attention, and to invest promotional resources to expand the audience.

Double Eleven has done this very well. It started sending out red envelopes and even running advertisements through its own products, external media channels, and external SNS channels about half a month to a month in advance, and even encouraged competitors across the industry to join the shopping carnival of the entire event.

Companies need to respond in real time based on the results of the warm-up period. If the results do not meet expectations, they need to implement Plan B and use other means to engage users.

Tipping period

As the activity progresses, it enters the detonation phase. At this time, you need to pay attention to those who perform well in the activity to see if they are cheating and try to ensure convincing results. At the same time, we can also explore the more talked-about people and events in the event to further promote attention to the event.

Secondary transmission

After the event, you can display a collection of event highlights.

/ 5. Follow-up of the activity - summary and review /

Summarize the effects of the activity, and both direct data and potential impacts can be explained. Emphasize the need to review the activities, whether the goals were achieved, which factors can be improved in the next activity, and point out the problems that need to be solved in the next activity.

/ Notes/

Inspection ideas

Many novice planners are worried about whether their plans can be executed. In fact, their main worry is whether the logic of the entire activity can run smoothly.

Then you can think from the perspective of a simulated customer: Are you willing to participate? Is the process smooth? Re-examine the entire process with a critical eye.

Especially some details in the event, whether they will cause ambiguity to customers or are somewhat redundant. Try to review it from different angles and provide multiple solutions.

Important things

The five things that should be followed throughout the entire process are to constantly ask yourself: What, why, who, how, and how to do well, so as to continuously strengthen the overall execution logic of the activity, eliminate possible loopholes, and find more possibilities.

Emergency Plan

Whether it is an online or offline activity, a plan is essential. Once a problem occurs in any link, another backup plan needs to be implemented immediately to ensure the completion of the activity indicators.

Accumulation in daily life

In fact, after saying so much, what is more important is the daily accumulation. One is the accumulation of excellent cases, and the other is the accumulation of experience in executing activities, which will lead to a breakthrough.

The complete planning scheme for an event has been completed, but all curtain calls are just another prologue, and there is no end to the operation of the event.

Finally, if we raise the event planning model to another dimension, we will find that it is a comprehensive model for solving problems. From discovering problems - formulating plans - coordinating resources - solutions - summarizing and reviewing, and then entering the next problem-solving cycle.

Author: Internet

Source: Internet