Planning a complete event plan includes five important parts: event design, resource integration, communication path planning, data monitoring, and event review. In the planning of the communication path, you must first understand the communication channels of the entire network as much as possible, so that you can better plan the event communication path that suits you. Did someone say a few years ago that channel is king? Sister Xili believes that the fittest survives, and only channels that are suitable for the product are effective! There is always something suitable for you in the following channels.

1. Internal resource channels should be used first

There is another term for internal channels, called official channels, which means using the company's internal resources and its own channels for promotion.

1. Promotion on the official website

Use the product's official website to promote the event, and add your event guidance information in the most conspicuous place on the site, or in the section that users pay most attention to. This will attract users' attention to the event as quickly as possible. You can put a banner image of the recently launched event on the homepage, or directly put the event content section below the carousel image on the homepage, like the offline event of Everyone is a Product Manager.

In addition, you can also post the QR code image of your WeChat public account on the official website. In addition to users themselves wanting to understand the value of the WeChat account, after users scan the QR code and follow it, they can also immediately receive automatic replies to activity recommendations, killing two birds with one stone.

2. Official media takes the lead in the event

Now the company’s products will be used as official media, the main ones being Weibo and WeChat. The official Weibo account of a company can generally be added with a blue V, and WeChat has service accounts and subscription accounts, etc. So these are the manifestations in these two most commonly used official media.

(1) Official Weibo Operation

a． You can put two event banner pictures on the official blog homepage, and click the link to go to your event special page or event product page.

b. The official Weibo account initiated topics related to the event to heat up the atmosphere and encourage netizens to forward the topics on Weibo. Xiaomi has recently been promoting #小米5#, giving out coupons and explaining the content of the event directly on Xiaomi’s official blog.

(2) Official WeChat Account

a． Recommend pictures and texts to build momentum for the event

Push promotional images and texts to warm up the event in advance on subscription accounts or service accounts. Push a detailed and interesting text and picture recommendation of the event in advance. You can use official language, but it is better to introduce the content of the event to users in an interesting, vivid and sincere tone, so that users know why this event is worth participating in. If the pictures and texts are creative enough, they may even lead to spontaneous sharing by users. JD.com’s 618 promotion period started one month in advance (starting on May 17), bombarding the subscription account with information about JD.com’s 618 related activities. Tmall promoted its Tmall Super Games during the opening period of the Olympic Games. Compared with JD.com’s intensive text and picture push during 618, Tmall’s push was like a breath of fresh air.

“JD.com on the left, Tmall on the right”

b. Open up the shopping process and quickly convert activities

Opening up the shopping process on WeChat will help activities achieve conversions more quickly. If you are a company that sells goods, you can open WeChat payment through a certified subscription account or service account, and sell goods directly on the WeChat public account, connect to a third-party mall, or connect to a self-developed micro mall.

3. EDM email promotion: send emails to your customer base

EDM, the full name is Email Direct Marketing, which means email marketing. Generally speaking, users will leave their email addresses when they register. You should organize their email information and inform you of the existing user groups via email. The disadvantage of sending emails is that there is almost no secondary dissemination. This method may be a bit old-fashioned, but it is not without effect. It is always good to try more.

QQ emails have reminders. When the email message pops up, the email title is the first thing that comes into view. Therefore, the title of the event content email is mainly to catch the user's attention and remind him/her to participate in the event.

2. External Resource Channels

1. We-media platforms: content distribution channels

In fact, a promotional picture and text for an event can be distributed to the company's own self-media distribution channels. In addition to being pushed on WeChat public accounts, Weibo, and email marketing at the same time, it can also be distributed to various self-media platforms registered under the brand name to achieve multi-channel promotion. However, it should be noted that WeChat public accounts, Weibo, and emails are all controllable by oneself, while self-media platforms need to be reviewed and may be regarded as advertisements and fail to pass the review. This channel is more suitable for continuously outputting content and gaining a large number of fans and users.

2. Upload your work to the marketing platform

Uploading (creating) your event page on H5 marketing platforms such as YiQixiu, iH5, and Maka is also a promotion method. If you have the chance, you can go to the case display page and scan the QR code to share.

Meihua.com can also become a service provider and upload event cases. As shown below.

Shuying.com can also publish event projects, but this project is usually planned by a third-party planning company, so the requirements for the content of the event are relatively high.

3. Posting and promotion on vertical forums

Post promotional posts for events in vertical industry forums. If you are organizing an event for an offline store, it is also more effective to hold a press conference at a forum in the region.

· Maternal and infant industry: Mama.com, Yaolan.com, Maternal and Infant Forum (Tieba), Parenting.com, Babytree.com, Yaya.com, KidsKing, Youtanbaby, AiZhoujiao.com, Lvmama.com, Maternal and Infant Home, and Miayababy.com;

Catering industry: Dianping.com, Meituan.com, China Food Network, Erweihuo Community, China Food Network, Catering Network, Xiachufang.com, Red Restaurant Network, Catering World, Centennial Catering Network, etc.

· Apparel industry: Taobao Forum, Mogujie, Meilishuo, Today's Specials, What's Worth Buying, China Fashion Network Forum, Needleline Network, China Fashion Network, Women's Clothing Network, etc.;

You can find relevant industry forums by entering "XX Industry Forum" in the Baidu search box.

4. Focus on promoting vertical channels of well-known communities

Large communities such as Zhihu, Mop, Tianya, Douban, and Tieba are important channels for promoting event information. Moreover, there are many channels in communities such as Mop and Tianya. You can explore the channels in the users' fields and publish activity information on these corresponding channels.

In the hao123 community, you can find high-quality communities across the entire Internet, including communities where you can search for regions.

5. Vertical community promotion

If you launch your activities on a large scale, you may be kicked out of the group easily, so find the vertical community in your industry, including WeChat group, QQ group, Douban group, Weibo group, etc., and pay attention to the wording when promoting the activities.

6. Make event posters and post them on social networking sites

You can make beautiful event posters and post them on Instagram, nice and other picture social apps, which may attract some people to pay attention to your event. You can also post event posters on photo websites. Last week, Strawberry recommended many photo websites, so I won’t go into details here.

3. Paid channels may be the most effective

1. Large KOL soft article delivery

The scattered forms of advertising represented by public accounts or opinion leaders (KOLs) on social networks have become the favorite of major brand sponsors for advertising. There are more and more joke writers who are doing advertising on Weibo, and even celebrities have joined the ranks of joke writers. Good brothers Xue Zhiqian and Da Zhangwei once wrote jokes for Yangmatou to do advertising.

In fact, there are many opinion leaders. The most important thing is to find the right person. You should know which group of people this big V influences and whether there is a high degree of overlap with your target users before considering the placement. Moreover, before placing an order with a KOL, you should also look at their previous advertising cases to see whether they have combined good promotional ideas in form. This will help to generate secondary dissemination among users and bring greater benefits to the investment.

2. Apply to open an advertiser account on WeChat public platform

There are important core advantages for advertisers:

First of all, it can have a huge number of users, covering more than 600 million active users, and more than 2 billion text and picture messages are read every day. Moreover, the delivery is precise. WeChat advertising will deeply explore the interests of WeChat users and help you accurately customize the delivery users.

Placing ads in Moments can gain potential high-quality fans, support commercial activities, quickly increase the exposure of activities, and improve the participation of potential target users.

Once you have activated the advertiser rights, you can also promote your products by distributing WeChat coupons. This allows you to distribute your coupons conveniently and efficiently, thereby increasing user participation in online and offline activities.

Opening the advertiser function is suitable for businesses with WeChat public accounts. You can find the entrance and details in the background of the WeChat public platform.

3. Advertising promotion on Weibo homepage

In addition to advertising on the WeChat platform, Weibo is also a large traffic channel. For example, Xiaomi Mi 5 recently had a 200 yuan price reduction promotion, and the promotion information was displayed in the ad space on the homepage.

4. Baidu bidding promotion, Guangdiantong, Fanstong

Baidu bidding promotion is relatively expensive. It is the first pay-per-performance online promotion method pioneered by Baidu in China. Simple and convenient web page operations can bring you a large number of potential customers and effectively improve your brand awareness and sales. More than 100 million people search for information on Baidu every day. Once you register keywords related to activities/products on Baidu, you will be found by potential customers who are actively searching for these products.

“The picture comes from Product Cainiaohui”

Guangdiantong and Fanstong are currently the more accurate traffic channels. Similar to DSP, you can select the target audience for your campaign ads based on the attributes of our target users, such as age, region, identity, occupation, income, frequently visited website types, terminal devices, business district, etc.

Guangdiantong is a promotional product under Tencent. It uses Tencent’s own traffic channels such as Moments, WeChat official accounts, QQ Space, QQ Music, QQ, etc. to help customers promote their brands accurately. This is Tencent’s own product and should be more reliable. For specific charges, please go to their Guangdiantong official website for consultation.

Fanstong is mainly used for Weibo advertising, and its diffusion effect is also good.

5. Network Alliance Promotion

Place your campaign advertising information on hundreds of thousands of affiliate websites that have alliance relationships with Baidu. The placement forms include text, pictures, FLASH animations, patches, etc. You pay the fee to Baidu, and then Baidu and the affiliate website share the profits in proportion.

Like Baidu promotion, online union promotion is also pay-per-click, and the daily estimate can also be set. As for the placement of these dozens of affiliate websites, you can set it up yourself in the background, and accurately place the advertisements in front of potential customer groups through regional targeting, population targeting, website targeting, and keyword targeting.

6. New list patch ads

Now Xinbang mainly focuses on self-media advertising, with clear price marking and abundant resources, so there is both choice and ROI estimation.

4. Don’t make mistakes when looking for distribution channels

1. The more distribution channels, the better. The first thing to consider when choosing a channel should be whether it can bring in effective traffic. The more is not necessarily better. The key is to choose the most suitable and cost-effective channel. Especially for the distribution channels of events, the main purpose is to stimulate participation. If ineffective channels bring in ineffective users, they will not be interested in participating in your events.

2. Target whichever channel is popular. The most popular channels may not be suitable for your products and activities. You need to find where your core users are active to find the right channels.

3. Time and budget for delivery. The launch time is early. However, due to insufficient budget, the product was removed from the shelves within just a few days, which was not conducive to the long-tail effect of the activity and might cause users to forget about it. Develop channel delivery plans for activities based on the budget. I have read a sentence: The best channels and methods are determined by your own and your team's strengths and advantages.

Author: Defu_1538

Source: Jianshu