Useful Information | General Process for Online Event Operation and Promotion

Online event operations are not limited to the online world. The o2o effect of events with offline resources or sufficient event budgets is also excellent. In the words of my boss: As long as you are confident in the events you are planning, you must try every possible way to obtain traffic and just do it.

First, schedule the activities according to the time nodes (traditional promotional periods during holiday markets), and preliminarily formulate the activity themes and time points (all the following arguments are based on your company's website, and the marketing and design department personnel can provide normal support, and will not be emphasized below); conduct research based on your own activity historical data (if any), the strength of competitors and the overall market expectations to determine the intensity of the activity. Of course, the final determination of the intensity of the activity must be communicated and confirmed with your company's product personnel or your supervisor.

Second, confirm the process plan of the activity, as well as the specific execution docking plan, including the final determination of the intensity, how to present, product selection rules, activity preheating and promotion, and make a web prototype based on the activity concept (you can use Axure Excel). Anything you find useful and can explain your presentation ideas is fine. After consultation and confirmation with department leaders and product personnel, we will enter the process execution phase.

Third, based on previous activity data + historical year-on-year traffic conversion data, combined with the forecast of promotion channels, we can estimate the effect that we want to achieve in this activity: the amount of traffic, conversion rate and sales amount, which will serve as the final action goal of this activity and the basis for analysis after the activity ends. At this point, you can start liaising with the marketing department and website operations to schedule and confirm the promotion channels and the location of the web pages on the site.

Fourth, submit the finalized prototype, connect the copy theme and design with the front-end, and start designing the activity page. At this time, you need to maintain close communication with the designer, and try to let the designer or front-end designer understand the effect you want. Usually, if the communication is not smooth at this stage, it will cause the designer or front-end to repeatedly modify the drawing, which will cause a huge waste of workload and working time. All design effects should be modified and confirmed as soon as possible before the design requirements are completed. Some companies may develop general templates for activities independently, and they can simply find a design header image and build the page themselves. No front-end design is even required.

Fifth, collect products according to the selection rules determined in the early stage, and submit the design front end (in the absence of a universal template), waiting for the link to the final page to be given. Adjust the final product layout order according to factors such as presentation, aesthetic matching, price sales, etc. Of course, this step can be completely determined before submission.

6. Submit the completed links and materials to the marketing department for event warm-up and formal promotion. The promotion channels include: SEM WeChat public accounts, Weibo, SNS network alliance hard advertising, SMS EDM offline promotion DM single page, app push, etc. Of course, if you are a merchant on Taobao, Tmall, JD.com and other platforms, you can also participate in the platform's marketing tools to purchase positions such as through trains, after all, the traffic of these platforms is very good.

7. When the activity is officially launched, you should monitor page traffic data and click data conversion data in real time, replace high-traffic and low-conversion products, and adjust low-traffic and high-conversion products to a prominent position to increase click-through rate. The overall page is adjusted according to sales conditions. Replace products that have no sales during the monitoring period. This phase lasts until the end of the event.

8. Review the data analysis after the event, by analyzing the overall page views of the traffic source, the UV page click rate to the product details page, the UV to effective order conversion rate, the click and sales of the selected products, and comparing with the previously set goals, different data points are analyzed for different reasons to find the hot products of this event and the reasons for the products with high traffic and low conversion. Make analysis reports and prepare data reserves for later product optimization and search for hot-selling products.

The above eight items are not in exact numerical order. Some things can be carried out at the same time. The execution, planning and operation of a single activity do not necessarily follow this process completely. And many times, each node that requires coordination in these links will not go as smoothly as we expected. I believe everyone should understand that "things will not be as smooth as we expected, nor as difficult as others tell us." I have finished the above chicken soup for you all, please feel free to do as you please.

The above steps are not applicable to all activities and are for personal reference only. The above steps are not applicable to all online activities. Some companies may have formed a relatively complete activity process system, so some nodes may be different.

I have said so much only because I have encountered so many pitfalls in recent activities and I feel inspired to do so. Here is a brief list of the details of the event:

1. The general promotion efforts try to highlight the price signal, with discounts starting from a certain amount of yuan, free orders, coupons, flash sales, and gifts, etc., while the efforts starting from a certain discount may not be significant enough. But having said that, the promotion methods are all the same.
2. The activity can be preheated by accumulating traffic through various social games, and coupons and other preferential policies can be distributed through these games. It is not just limited to the usual regular page display practices. There will be more creative ideas for more ways to play, this year's Jingyefu and WeChat picture red envelopes, there is nothing you can't do.
3. When it comes to product layout, you must put the main products, flash sale products or hot-selling products at the top first. Users access the traffic PC web page through an F-shaped browsing path. The first screen layout should try to accommodate hot-selling products. On the mobile phone side, browsing is done in a straight line. The products on the first few screens are directly regarded as the products with the highest number of views. It is very important to ensure that your hot-selling products are on the first screen.
4. Product selection rules: select products based on the intensity of the activity. What are the basis for product selection? The selection criteria include recent sales, praise rate, price, etc. Of course, it is better to use products with ultra-low average order value as a gimmick to attract traffic. Combine the above factors + the products that product personnel need to promote to arrange the page.
5. The way the page is presented is not decided on a whim. Design has its own set of aesthetics, operation has its own set of aesthetics, and your boss may have another set of aesthetics. At this time, you must make sure it when you raise the page design requirements. The most direct way is to refer to the excellent cases of competitors to conduct demand assessment. You don’t need to be the same, you must have your own characteristics (theory is empty). The general principles of event page design are to be consistent with the promotion theme, to quickly and directly reach the floor, to reduce the user's operating costs, and to have beautiful and reasonable page layout.
6. Promotion: It is very distressing that there is no place to display the event special page you planned, especially for large companies. All categories are competing for the homepage slots, so when planning an event, you must first consider the number of slots for the event to be exposed. This is very important. Simply relying on external investment to attract traffic or focusing on your own niche will not produce any results. Of course, operators who can control their own pit operation and maintenance authority can ignore this point.

The above (product activity operation process) is my humble opinion on activity operation. I hope this helps you.

Author: Wang Huan

Source: Wang Huan (wanghuan314400)