Is event planning and promotion really as simple as you think?

[Introduction] Recently, due to the impact of the epidemic, many companies have started to carry out online activities. For example, some companies use charity live broadcasts to attract customers, while others engage in cooperative promotions. There is also a big difference when offline activities are moved online for the first time, and many companies are still in the exploratory stage. Event planning may seem simple, but it actually involves a lot of knowledge.

For those who have just graduated and are looking for a job, their first reaction to event planning is to think of the various club activities during college, and the aspects that come to mind are publicity, communication, coordination, execution, etc. Many friends who have just entered the industry or the client think of hiring an event company to set up game sessions, such as lucky draws, gifts for collecting likes, and model shows, thinking that the purpose of activities is to create popularity.

However, after really entering this industry, I found that event planning is not that simple. Sometimes the event is carried out, but the effect is very poor. A lot of promotional techniques are also used, but when the deadline of the event is approaching, only a handful of users have signed up.

This is like a craftsman building a house. First, you have to know whether it is a villa, a factory or a hotel. The needs are different, so the things built will be different. However, the materials and structures used in building a building are all the same, they are just added or reduced according to the amount of materials used.

So as an event planner, we need to have the ability to see the essence through the phenomenon.
We look at the essence through the phenomenon and analyze what the nature or rules of the game are.
The game has a clear goal: knowing what you are going to do in the game, people will be full of motivation when they have a sense of purpose.
Actionable steps (rules): Knowing what to do in the game, you can control your own behavior and performance in the game and enter role-playing.
Immediate and vivid emotional rewards (feedback): Every action you take will receive real-time feedback. For example, if you work hard to kill a monster, your endurance will be +1, intelligence will be +1, agility will be +1, strength will be +1... As you kill more and more monsters, you will gradually wear more luxurious armor, get more powerful weapons, and wear more gorgeous jewelry...
The best thing about the game is that it tells players that as long as you work hard, you will get rewards. As long as you keep working hard, you will win.
The same is true for an event. Our goal is to let participants know what they can get from our event and the purpose of the event is to achieve a certain conversion rate. After having a clear goal, how can we attract more people and achieve the best and highest user experience? To achieve this series, the necessary capabilities used in event planning are as follows:

1. Target determination and deconstruction capabilities

Setting goals and indicators is only the first step in event planning. Only with this goal can we develop a series of supporting plans and everyone can work together for this goal.

After setting a goal, the specific implementation method needs to be broken down and people with expertise in various fields need to be sought to cooperate in completing it. This requires a leader to have a clear understanding of the event and be able to predict the effect that can be achieved after the plan is implemented. He or she must also be good at communicating and leading others to achieve goals together.

2. Organizational Planning Ability

In addition to the ability to break down goals, event planners also need to have complete organizational planning capabilities. From determining the theme of the event to event planning and implementation, event planners need to control everything one by one. Able to integrate multiple resources and teams to ensure the smooth achievement of "activity planning" indicators.
For example, our former event planning expert spent two days writing a super detailed plan and activity division of labor table immediately after the event was finalized, arranging all the online promotion and offline materials, personnel, and budget properly, so that the execution would be clearer.

3. Activity copywriting planning ability

An event that has been painstakingly prepared requires good promotional copywriting. Copywriting is involved in every stage of event planning, from titles and slogans to content, such as event planning copy, poster promotions, platform communication and promotion copy, etc. If the copywriting of any link is not well written, it will ruin the entire event.
For example, the introduction is to find the problem and explain the understanding, cognition and opinions of things or projects. It's like when we read a detective novel, we have to lay the groundwork at the beginning. Your foreshadowing is well laid, and readers will be interested in it. Your novel and independent views will arouse readers' curiosity.

4. Data management and analysis capabilities

After a period of promotion, the effect of the event is not very good and the number of registrations is growing slowly. You need to be able to discover problems through data, extract effective information from analysis to find the reasons, and make optimizations.

Examine each step to see if the copy is attractive, concise, clear and easy to understand. Do not use overly exaggerated words that will prevent the public from understanding what you are expressing. Whether the poster is distinctive and innovative can make it stand out from the crowd and make people willing to take a closer look at its content. Whether the publicity platform's publicity efforts are adequate, what the exposure rate is, and whether the partners have played a role are all issues that need to be considered, and even more detailed.

5. Review and summary ability

After an event is completed, it is not enough to just be done. Instead, we need to constantly review and summarize it. This requires us to think deeply about the key elements for the success of the event, refine them, and strive to make them replicable.
For areas that are not in place, we should learn from experience and seek ways to improve. This will not only help with planning for the next event, but also enhance the capabilities of individuals in the team and achieve a win-win situation.

The ability to break down goals, organize and plan, write copy, analyze data, and review and summarize are the key abilities and qualities you need to master in your transition from event executor to event operator. Every aspect requires constant thinking and improvement to continuously enhance the highlights of event planning.

Author: Event Planning Research Institute

Source: Event Planning Research Institute (ID: ephdch)