Product operation and promotion: plan a real event!

Planning is also a basic ability of operation. Not only event operation requires it, but also new media operation, community operation and even content operation need to participate in event planning.

Plan an event

Planning an event requires obtaining the greatest benefit at the lowest cost, which is a great test of a person's comprehensive ability.

Planning from scratch, with examples

Product Name: Fun

Users: Urban youth, white-collar workers and college students aged 20 to 30

Model: Experts publish various weekend and holiday activities in the city, such as outdoor camping organized by travel experts and food sharing organized by cooking experts. Users browse, register and pay online and participate offline. The influencers obtain the main profits, and the platform takes a commission.

Planner: Xiaoqi & Xiaojiu

How to do it specifically?

Step 01: Goal

What is the goal of the activity?

Specifically, let the user take action: let the user register/pay/forward/post?

Specifically, quantitative data: 2,000 users? 30% increase in orders? Over 10,000 reposts on Weibo?

Boss Dan: We hope to stimulate new users to register for our product through an event, and it would be best if they can become active users!

Xiao Qi: That is to say, we need to use activities to get a group of users to register and use the "Juhaowan" product, preferably every week.

Xiaojiu: We have initially planned to add 5,000 new users, and then we hope that 1,000 of them will continue to use our products!

Step 02: Creative

!Note: Creativity starts from the user and can be expanded

Xiao Qi: The French chef’s private food sharing event last time was great! Can we draw a certain number of users every week to participate in similar fun activities for free? Everyone can listen to music, taste delicious food and make friends. Why not choose such an event every week? However, it is impossible to give free meals to 1,000 people every week.

Xiaojiu: It’s okay, I think this is a great idea, we can implement it!

Step 03: Scheme

An encyclopedia of events

The activity plan should take into account whether users can accept it.

Description of the program

Program Process

Step 04: Testing

! Through testing, we can verify whether the activity can attract users, whether it can achieve the intended purpose, whether users will forward it, and whether there are any unexpected points.

Xiaoqi: We can select a small number of users for testing and verification

Xiaojiu: Make a simple text and picture preview and send it to some users randomly to see if they want to participate and whether they will forward it.

Step 05: Preparation

Preparation

Copywriting and design: prepare all necessary posters and promotional materials in advance

Promotion channels: determine the specific time to place media and channels

Technology: The technical guy will get the product ready three days before the event.

Resources: Cooperate with restaurants to avoid costs

Partners: The experts are determined in advance, and the promotion work is carried out at the same time as the partners are contacted

Material preparation: For example, the production of leaflets requires time

Step 06: Publicity

Preheat

First attract the attention of some people to ensure the popularity of the event. For example, publish a suspenseful picture and text on your own official account.

How much does it cost to ask a French chef to prepare a dinner for you?

Delivery

Weibo, WeChat accounts, self-media, cooperative channels such as Beijing Youth WeChat account, Shanghai Trendsetter Weibo, etc.

Step 07: Execution

Follow the pre-planned schedule and execute step by step. During execution, data monitoring is required to keep track of the user's status at any time, which also provides evidence for subsequent analysis of the activity results. It is best to prepare emergency plans for each link in advance, taking into account possible situations

Step 08: Finishing touches

1) Awarding prizes

2) Group establishment, maintenance, and active users

3) Disseminate the highlights of this event through the media

Step 09: Review

Think about how the first eight steps were done. Did you achieve the purpose of the activity? Where did you make mistakes?

Where is it unexpected? How to solve it in the future?

Author: PM_松松

Source: Qinggua Media