Guide to offline event publicity and promotion!

Compared with online activities, offline activities are restricted by scenes and regions, and rely more on promotion and publicity to create momentum and attract popularity. How to promote offline activities? How should the entire promotion rhythm be planned and what are the methods and approaches for promotion? Next, I would like to share with you an offline music festival that I was responsible for, which was attended by 2,000 people.

Ask yourself a few questions before launching a promotion:

What is the nature of this event? Press conference, charity event, business event, entertainment event~~~~

Who is the audience for this event? People in the industry, people in a certain area, young people, middle-aged and elderly people

By determining the nature of the activity, you can find corresponding resources, companies, and resources to cooperate or assist, thus expanding the early publicity and promotion channels.

Determining the audience of the event can reduce unnecessary waste in publicity and promotion, achieve precise publicity and promotion, and attract the target audience of the event.

After confirming the above content, the next step is to develop a promotion plan and list resources.

First, list the publicity and promotion resources on hand, including media, platforms, partners, offline resources, channel resources, ticketing platforms, etc., and integrate them one by one.

Then use it rhythmically when formulating a promotion plan.

The entire offline event promotion focuses on the formulation and implementation of the promotion plan.

It is recommended to use the Gantt chart here to configure promotion resources according to the time nodes of the promotion plan.

Use some highlights and important releases of the event as publicity nodes to integrate publicity and promotion resources, so that your ideas will be clearer.

For example, a press conference. The press conference generally involves content such as the venue, scale, guests, leaders, and event format of the event.

Find the corresponding media to do publicity based on the content to be announced at the press conference.

If there are celebrities, the celebrity’s fan group, Weibo, celebrity official account, fan club, etc. should be communicated and promoted in advance;

If there are government leaders, the propaganda department of the official media needs to be contacted, and the local official media also needs to be contacted.

If the activity is related to a certain industry, then the industry association and member units also need to communicate synchronously.

The purpose of the above is to maximize the impact of the press conference and the entire event.

Then, in terms of the details of publicity and promotion, pay attention to digging deeper into the existing resources:

1. The publicity, follow-up and announcement of self-media should be updated daily.

At the same time, social media such as Weibo and Douyin maintain interaction with other partners

2. Focus the content on fun and topics.

Set up activities such as lucky draws to interact with the people you care about;

3. Local koc/kol also need to be contacted and invited to attend and promote simultaneously.

If there is enough budget for publicity and promotion, that is another approach, and the promotion rhythm of the entire event can be appropriately lengthened.

Author: Subtree

Source: Subtree