Event planning: the underlying logic of events common to 360 industries

This article uses an interesting story in the form of a conversation between Li Dachui and the abbot to introduce the underlying logic and key points of event planning .

01

"What the hell is this activity you wrote?" Along with this roar, a Double 11 health care activity plan was thrown out the door. This was the third version of the activity plan that Li Dachui had worked on late at night, and it was just thrown on the ground...

Dachui made a secret decision in his heart: "The pressure of the world is too great, I will go to Xiangshan Ancient Temple tomorrow and become a monk!"

…

There were not many pilgrims in the ancient temple in the early morning. Dachui pushed open the temple door and, led by the young monk, arrived at the abbot's room. Abbot Dafeng sat cross-legged in front of the Buddha and asked calmly, "What is the purpose of your visit, benefactor?"

Li Dachui bowed sincerely and said, "Abbot, I am an event operator. Recently, my event planning proposals have always been rejected. As a result, I feel tired and want to become a monk." After hearing this, Abbot Dafeng walked towards the courtyard. Said: "Come here and I will tell you a story."

Li Dachui walked over and looked in the direction the abbot pointed. The abbot said, "Donor, do you see the two halls in front? They are the Prayer Hall and the Hall of Rebirth."

Seeing Dachui start to ponder, the abbot continued, "Back then, I was still a young monk. It was because I proposed to build these two halls that I became the abbot. Do you know why?"

"I would like to hear the Master's explanation of my doubts."

“Then let me ask you, do you know how a temple prospers?”

“There is a steady flow of pilgrims and more donations.”

“So how can we get more donations?”

"This, emmm"

Seeing that Li Dachui was speechless, Abbot Dafeng stopped playing with the beads and said with a look of reminiscence:

"Back then, Xiangshan Ancient Temple lost many long-term pilgrims due to the demolition of nearby residents. With the rise of tourism, most of the visitors were one-time visitors, and it was extremely difficult to get them to donate money. So, one morning, the old abbot convened a meeting of the whole temple and said that whoever could raise donations would be honored as the new abbot and lead Xiangshan Ancient Temple into a new era!"

The abbot took a step forward and continued, "When I heard about it, I thought hard all night. If I could only get donations, it would become an obsession. Do you understand?"

Li Dachui was overjoyed: This is the abbot teaching me how to organize an activity. This obsession is telling me to confirm the purpose of the activity according to the instructions from my superiors. Dahammer nodded excitedly.

The abbot took another step forward and said, "When I was a young monk, I stood in front of the main hall every day and watched the people coming and going. Over the years, I know that there are about 1,000 pilgrims every day on weekdays, of which 67 will donate, and the average donation per person is 28.8 yuan. The amount donated on holidays is about three times that on weekdays."

Then he continued, "The old abbot said donations, but he didn't say how much was needed. I used the number of donations before the demolition as the lower limit this time (at that time, we could get 12,000 donations every day during holidays, which is twice as much as it is now). So the minimum goal is to get 12,000 donations."

Seeing that Da Hammer himself was listening, he went deeper and said:

“Why do people come to the temple and donate?

I have observed several temples, and there are only two things I can tell you about them: one is suffering, and the other is life and death. So based on these two points, I proposed to build a prayer hall and a hall for the dead, one for donations in exchange for blessing tablets, and the other for donations in exchange for tablet positions.

Based on the previous analysis of the main halls, there may be more than 1,000 pilgrims in the Prayer Hall, because everyone likes to visit the main halls in the temple one by one, including the Hall of Rebirth.

But considering that few pilgrims would donate in three places at the same time, I estimated the donations to the prayer hall to be from 37 people. As for the Hall of Rebirth, the number of donors is a special group, but the amount of donations is large, so after the overall analysis, I told the old abbot that by building these two halls, we can increase the daily donation amount to up to 3 times, and the minimum is twice. The investment is the cost of two halls, but building halls was already in the temple's plan this year, so the old abbot agreed to my plan immediately. ”

After saying this, Abbot Dafeng coughed and said, "After all this, do you understand?"

02

Li Dachui said quickly: "The abbot is telling me that it is useless to only know the purpose of the event. We must also think about the process and make a good budget so that the event can be under control. The event must revolve around the value of the product, only then will people want to play with you. With the support of past data, the budget will be more accurate."

Abbot Dafeng laughed after hearing this: "Amitabha, good, good."

He nodded and continued:

"After the old abbot accepted my suggestion, I started to implement the design. There are three key points in this area. Let me take the prayer hall as an example:

1. The appearance and plaque of the Prayer Hall should be the same as those of the main hall, and the plaque must be made of the same material, with the text "Prayer Hall" (it must be large, bold and simple). At that time, I specially asked a master to make a sample and show it to the master who was building the main hall.
2. I arranged two monks to distribute lucky bags for free in the temple, but I put the hook for hanging the lucky bags at the donation area, and there was only one hook (to encourage everyone to stay at the donation area longer).
3. At the donation point, the monks were asked to advertise that anyone who donated 35 yuan could hang a lucky bag next to the Buddha, and anyone who donated 50 yuan could hang a lucky bag for everyone in the family, and the lucky bags would ward off disasters and misfortunes.

Do you understand the above? ”

03

Li Dachui's eyes lit up and he said excitedly, "I understand, the abbot means that our activities are generally divided into three steps:

1. Exposure (poster/banner) to let others know and be willing to come in.
2. Attract (landing page), give benefits to others, and experience the value of the product.
3. Conversion (transaction), grasping greater pain points, stimulating consumption and payment"

Abbot Dafeng smiled and said, "Amitabha, good, good."

Then he continued: "On the first day after the temple was built, I observed the temple and found two problems:

1. There was only one hook for hanging the lucky bags, which caused many pilgrims to leave without waiting, so I decisively increased the number of hooks to three.
2. People didn't feel much about the fact that the donations could be hung next to the Buddha, so no one donated. So I updated the super-large lucky bag and put up a few samples, and donations started to come in in the afternoon.

Do you understand this? ”

04

Li Dachui showed admiration and said, "This is telling me that I can't just ignore the event after it's launched. I have to track the data immediately and then optimize it based on the results. The abbot was able to react so quickly, so he must have had some plans in advance. So I have to prepare more for the event, and change the strategy decisively when the results are not good."

Abbot Dafeng nodded and said, "Amitabha, well done, well done."

Then he said, "That day, after the first day of receiving guests in the hall, I went to the old abbot's room to make a report in the evening. I only said eight words: 2 halls, 3 times the donation. Then I told the old abbot that the things in our hall this time can be used in the construction of a hall later. Finally, I called the monk on duty that day to give detailed feedback. Do you understand this?"

05

Li Dachui bowed forward, unable to suppress the excitement on his face, and said: "The abbot is teaching me how to report to my superiors:

1. Let’s talk about investment and effect first (whether the activity can continue)
2. Summarize experience for the future (activity can be reused)
3. Review the detailed operation (this point is not important)

Abbot Dafeng patted Li Dachui on the shoulder and said, "Since you understand it, please repeat it again."

06

Li Dachui thought about it for a while and said, "The abbot taught me five questions about activities:

• First question: What is the purpose of the activity?
• Second question, can you think about the process budget?
• Question three: Are the implementation details known?
• Question 4: Is there any tracking optimization?
• Question five: Can you explain to your superiors? ”

After hearing this, Abbot Dafeng put his hands together, smiled and said, "Amitabha, well done, well done."

He waved to Li Dachui to leave. When Li Dachui walked out of the temple, he heard a few murmurs from somewhere: "I was just bragging to him, but I didn't expect that he would actually understand everything..."

PS: The above story is purely fictional, any similarity is purely coincidental

Author: Blowing Wind

Source: Blowing strong wind