Universal template for event planning and promotion!

Event planning is a tedious and detailed job. Every successful event planner can do almost anything:

1. Ability to write : Writing is the most basic skill in event planning. You should be able to write copywriting, planning, and reporting in various styles and express yourself clearly and vividly.

2. Ability to calculate : basic calculation skills, grasp of data such as activity evaluation indicators, budget, advertising expenditure and effect, and result reports.

3. Observation : Detailed and accurate insight, make full use of market research methods to make activity strategies meet market demand.

4. Organization : Allocate the human and material resources that the organization can invest in activities in the most optimal way to ensure the smooth progress of the activities.

5. Public relations : Strong public relations skills and appropriate public relations strategies can expand the influence of the event, such as media hype.

6. Be able to endure : Event planning is a detailed and difficult job. You have to be able to stay up late (even like squeezing toothpaste) to write the plan. When there is a shortage of manpower, you must be able to accept glorious tasks like being a porter at any time.

Psychology and marketing are also indispensable basic knowledge. These abilities constitute the basic skills of event planning. When applied to the specific work of an event and dispersed across various work nodes, "excellent abilities" can produce "excellent planning plans."

The following is a sample of an activity plan for your reference.

Event Planning

Event theme: the creativity of the event, the purpose of the event, and other titles that can attract users to participate

Target group: The target group for the activity

Activity time: warm-up period, activity period, end period, prize distribution period

Activity description: Copywriting that attracts user participation, if done well, can achieve the effect of spontaneous fan dissemination

Rule description : The rules and procedures of the activity should be simple, standardized and without loopholes.

Promotion channels: internal and external promotion resources that can be used

Expected effect: the expected effect and purpose to be achieved

Cost application: If there are any costs that need to be applied for, detailed cost details need to be planned

Activity FAQ: List the problems that may be encountered during the entire activity process and provide it to customer service staff for reference when they encounter problems

1. Five elements of event planning

1. Demand: The needs of both parties (the purpose or reason of the activity)

There are three levels of requirements in development: business requirements, user requirements, and functional requirements.

Define project goals: the deliverables of the project; set a final deadline for project development; the quality standards that the deliverables must meet; the cost limits that the project cannot exceed, etc.;

Define the project prerequisites: whether the project requires other personnel; whether the project has the required resources; how important the cost is to the project and who has the authority to increase the project budget; whether the project's risks are controllable, etc.

2. Copywriting support: event planning, promotional copywriting, SMS copywriting, etc.

3. Design: Achieve the final display effect

4. Materials: (mainly promotional materials)

Offline: various promotional materials (POP, roll-up banners, DW brochures, knife flags, flyers, etc.), event venues, PPT, etc.;

Online: Selection of various publicity and promotion channels and platforms;

5. Prizes: The setting of prizes should be combined with the main products as much as possible, taking into account the target user group, budget and activity effect.

2. Things to note when planning an event

1. Inspection ideas:

1) Simulate to think about the problem from the customer's perspective, think from their perspective, and see what flaws there are;

2) Pay special attention to details, which is the most important aspect that makes your plan different from others;

3) Try to provide multiple solutions from different perspectives.

2. Five things that run through the whole story

What, why, for whom, how, how to do well

3. Emergency Plan

4. Daily accumulation

The first point is to be interested in planning: collect at least one event planning or marketing planning case every day, analyze and summarize it, and accumulate knowledge; pay attention to planning ideas and small gifts in life.

1. Activity purpose (activity needs/activity demands)

2. Pre-event preparation: event time, event location, event requirements, etc.

3. Activity rules and prize settings; activity budget

4. Specific process arrangement of the activity

5. Post-activity maintenance

6. Activity summary

4. Activity Planning Process

Part 1: Reasons/Purposes of Event Planning

Part 2: How to write an event plan

Part 3: How to plan an event

1. Find the reason for event planning:

(1) Reason 1: Time

① Legal holidays: such as May 1 International Labor Day - Labor is the most glorious; National Day - National Day seven days of fun, etc.;

②Seasonal changes: such as seasonal clearance, etc.

③Today in the company's history: On the company's seventh anniversary, a 50 yuan gift was offered for purchases over 99 yuan. The store manager went crazy!

④ With the rise of the Internet, self-created festivals such as Double Eleven and Double Twelve have been portrayed as national carnivals, which can also be used as reference.

Summary: It is easier to gain customer recognition by using time as an excuse to organize an event. Customers may really think that you are celebrating your store’s seventh anniversary, but with the rise of the Internet, if you raise prices in advance, it may be detrimental to the company’s brand. Therefore, the setting of rules is particularly important, as well as the attractiveness and self-propagation of the copy. In this case, content operations may actually be more attractive than the product.

(2) Reason 2: The commodity/product itself

Launch the latest merchandise/products and make a splash in the market:

Such as game companies' launch promotions, battlefield activities, etc.; the company's opening, new product launch, etc.

Summary: Using product information as an activity requires planners to have a deep understanding of the product itself and be able to organize and guide consumers based on their interests.

(3) Reason three: Industry hot spots/news hot spots

Summary: To plan an event from this perspective, we need to know what the recent hot spots (selling points) are, why investors pay attention to these hot spots, and how we can take advantage of them.

(4) Self-destruction

This plan is somewhat risky:

① If it is a clickbait title, it will make customers feel disgusted;

② If the company’s shortcomings are really exposed, it may result in damage to the brand.

Summary: Generally in this situation, you can start with some common shortcomings, and then explain that the company has been working hard in this regard, etc. But generally speaking, there are great risks, so you need to accumulate cases and have enough experience and confidence before using it.

2. Effectively combine reasons and activity rules:

(1) Seamless connection between activity design and reasons:

For example: If you are an operator of an e-commerce website and want to plan an activity for a certain product, hoping to make customers feel that they have obtained a good deal, but you do not have high operating costs, then what can you do? (Several elements of specific event planning)

①The theme of the activity is attractive;

② Carefully match the activity theme and reason;

③ Carefully set the activity methods and rules;

④ Make the event give people a unique feeling (put yourself in other people’s shoes and grasp the customer’s psychology)

(2) Setting of activity rules

Remember two sentences: simple process means less thinking, and clear copywriting means no ambiguity

(3) Setting of specific rules:

It largely determines whether the interests that users care about are sufficient to attract users to participate in the event. A few points to note:

① General prizes are not necessarily better than lottery, but if the lottery rules and grading exposure are not well designed, it is worse than a simple and crude general prize;

②The more complicated the activity rules are, the more likely users are to run away. However, if you adopt gamification design rules and give rewards in steps, users will obediently follow your pace.

3. After the rules are set, they still need to be coordinated with publicity and promotion to achieve the final good results.

5. Activity Award Setting

(I) Sending physical prizes

The prizes should be relevant to the products as much as possible. For example, if you are doing a jewelry finance product activity, the prizes given to customers can be gold and silver jewelry, jewelry, etc. This not only promotes the brand, but also saves costs.

2. Gambling Prizes

Scratch tickets, welfare lottery tickets, etc.

(III) Exchange

(IV) Send WeChat red envelopes and set red envelope codes

The setting of the secret code requires careful consideration. It can convey brand values, phone numbers, etc. to deepen the impression.

(V) Points for prizes

Think about it: What kind of prizes can reach customers?

A prize that customers really need; a prize that makes customers feel cared for. For example, on Women's Day, some people gave roses, some gave kitchen supplies, and the winner in the end was brown sugar, etc. This is customer logic.

After reading this, I believe everyone has a deeper understanding of marketing planning. In fact, an event from planning to execution is generally completed by four steps: preparation, planning, execution, and summary.

This time period is quite long, and it is indeed difficult without prior planning and consideration. A good event requires at least several months of preparation from preparation to execution so that you can remain calm on the day of the event.

1. Activity Preparation

1. Clarify the purpose of the activity. The purpose needs to be clear and measurable, and the purpose of the activity must be known, and there can only be one. If there are multiple purposes, it will ultimately fail to be achieved because the two purposes may run counter to each other.

2. Sort out the target users of the activity. After determining the purpose, the most important thing is to determine the target users of the activity. No activity can attract everyone's attention. Only after determining the target users can you determine the strategy to influence them. After all, it is difficult to satisfy everyone. Only by determining the target users can you exert influence accurately.

2. Activity Planning Stage

1. Plan activity creativity and content

Event creativity is the most critical factor for the success of event marketing, and it is also the most direct influence on users to pay. Creative activity planning requires:

1) Planning needs to fit the goal, with the ultimate goal of achieving the goal.

2) Be close to the preferences of the target audience. Only activities that attract users can encourage their participation.

3) A moderate participation threshold. The height of the participation threshold is inversely proportional to the number of participants.

4) Interesting ways to participate. Interesting ways to participate in an event can maximize the user's enthusiasm for participation. In addition to prizes, interesting ways to participate in an event are the key point that can attract users to participate.

5) How to use social media for communication? If an activity wants to attract more users to participate, the best way to spread it is to use social media relationship chains. How to use social media reasonably?

6) Whether it is suitable for social media traffic is also very important; using social media is not just about putting a share button. How to design an H5 page? How to motivate users to share to their own circle of friends?

7) How to combine with current nodes? Combining with current hot topics can often produce good results, but the speed must be fast, as hot topics often become outdated quickly.

2. Event copywriting

Never underestimate the power of copywriting. Considering each title and each copywriting will bring huge effects to your campaign, especially the ad entrance and event post title need to have a highlight to attract users.

3. Estimation of activity rhythm and efficiency improvement methods

It is important to control the rhythm of activities over a long period of time. You need to make a timeline to control what needs to be done in each time period.

When do we need to add fuel to the fire and how do we add fuel to the fire? The usual ways to increase popularity include increasing advertising space resources.

4. Event promotion and communication resources

Different entrance ideas can be set for different locations.

5. Activity optimization and alternative solutions

No matter how perfect an event plan is, there will always be unexpected problems. It is better to prepare alternative plans than to be caught off guard. If the event effect is not good, how should you remedy it?

3. Activity Execution Phase

The most important thing during the activity execution phase is to ensure the smooth progress of the activity.

1. Arrive at the event venue early with team members and volunteers

Make sure everyone is present and all electronic equipment is functioning properly. Any last minute questions?

2. Arrange everything inside and outside the venue

Do you need balloons placed on your mailbox? Poster board in the corner?

What about placing it at the door or in the corridor? If guests must navigate a veritable maze of routes, the more signage the better.

Placing welcome banners and other information in front of buildings is particularly useful. After all, you want people to be able to see where they are going from the street without any doubt.

Set up a reception and registration desk. Guests should be able to see exactly what they need to do as soon as they walk in. Otherwise they will just wander around feeling uncertain and uneasy.

3. Make sure the right people know what’s happening

If the speaker is late, you must have a delaying strategy. If meals take longer than expected, they need to be aware of changes to the schedule.

Events rarely go as planned, so if you're off track, make sure the lines of communication are open.

4. Take photos

You may want to have something to commemorate, and watching someone walking around with a camera can be exciting. Take note of the organizer’s banner, your banner, the venue entrance, reception, etc. Maybe you can use these next year!

5. Give out something your guests can take away

Prepare brochures or something they can take home so people can do something in person after the event.

6. Clean up the site

Check electricity meters, take down banners, move tables, etc.; check the venue to make sure nothing of value is left behind.

If so, set up a lost and found; if you destroyed something, let the venue contact know about it.

It's best to be honest and forthright; try to dispose of your trash properly. The maintainer will be responsible for everything after that.

7. Handle all post-event work

Depending on the event you're running, you may not have to do anything, or you may have to deal with a long list of thank yous and invoices.

IV. Summary of the activity

After an activity is completed, it does not mean the end of the activity. Instead, it is the beginning of the next activity. It is necessary to summarize the pros and cons of each activity and avoid or continue to use it next time. Only in this way can the activity grow.

The process determines the result, and the details determine success or failure. Only by paying attention to every detail of the activity can you control the result of the activity.

For beginners or planners who want to quickly improve their skills, the ultimate test of successful event planning is the grasp of details. So, summarizing my previous experience in organizing events, I call it the "basic model for event planning" , and most activities can be directly applied to it.

Phase 1

The earliest stage of an event is to determine whether the event will be held and start organizing it. The larger the scale of the event, the earlier the start time and the longer the preparation period.

Event Planning:

1) Plan formulation: The activity plan can be released only after it has been written, discussed and reviewed.

2) Activity flow: Design the activity flow, consider time, transportation, and climate factors

3) Schedule: Control the time nodes during the event, prioritize the schedule, and make plans based on the focus

4) Staffing arrangement: Not enough staff in the marketing department? You have to communicate in advance to transfer people or recruit volunteers

5) Risk assessment: Check the feasibility of the plan, conduct a simulation in advance to identify problems, and prepare alternative plans

Advertising promotion:

1) Channel planning: bidding, new media, outdoor, video, etc., according to the characteristics of the target group

2) Media contact: Contact the media and invite influential people to raise the profile of the event

3) Invitation of guests: Invite influential people according to industry to enhance the style of the event

4) Member marketing: Targeted invitations to old corporate customers and association members, and sending event information

5) Open registration: Conference website, cool H5, invitation letter, to attract as many people as possible to register

Co-sponsor:

1) Partners: co-organizers, sponsors or co-sponsors, guiding organizations, and supporting organizations of the event

2) Sponsors: provide resource exchange, gifts or service sponsorship, and can be introduced before the event

Financial budget:

1) ROI estimation: How much output can the activity bring and how much cost is appropriate, so do it according to your ability

2) Budget application: Apply as early as possible and go through the approval and funding process

Phase II

During the preparation period from when the event is confirmed to before it is officially held, arrange all the details that need to be taken into account.

Event Venue:

1) Venue connection: indoor or outdoor? Number of people? Hotel conference OR conference center OR exhibition hall

2) Material estimation: Material procurement is completed in the second phase, and a complete list should be available at this time, which will be shipped to the venue after inventory.

Hotel Accommodation:

1) Partner hotel: suitable for large-scale conferences. Find a good hotel partner, preferably within 10 minutes from the venue.

2) Book a room: Determine the room type and quantity provided for this event, and participants make their own reservations and pay the fees.

3) Accommodation adjustment: If the number of reservations is too large or too small, adjustments should be made in a timely manner to save costs

Activity Files:

1) Event materials: Materials required for planning and producing events, including event content, introduction of organizers and partners, in any format

2) Speech PPT: The PPT used by the guest speech should be collected in advance for review and adjustment

3) Academic papers: Academic conferences and forums solicit papers for review and re-review, which will be conducted simultaneously after the event registration is opened

Phase 3

A few days before the event officially took place, the site was set up and materials and personnel were in place.

Material preparation:

1) Printing materials: The marketing department prepares the printed materials and sends them to the venue

2) Material statistics: Material procurement is completed in the second stage, and a complete list should be available at this time, which will be shipped to the venue after inventory.

Venue layout:

1) Arrangement time: 2-3 days in advance for large-scale events and exhibitions, 1 day in advance for small and medium-sized events

2) Equipment arrangement: Network and audio equipment required for the event are arranged, as well as tables and chairs, tea, and gifts are in place

3) Venue guide: welcome signs, signboards, roll-up banners, etc. for the venue. International events must have bilingual Chinese and English signs.

Traffic assistance:

1) Airport pick-up and car pick-up: Count the time and place of arrival of guests and customers in advance, and Ampere will pick them up at the airport and by car respectively

2) Transportation guidance: Large-scale events must have directions from hotels, airports, and train stations to the venue, and small-scale events must have an accurate meeting location.

Stage 4

During the official event, there are many details and more things to pay attention to.

Onsite Services:

1) Reception service: hotel lobby, on-site special reception service

2) Atmosphere: Hosting, interaction and other activities to liven up the atmosphere

3) On-site services: tea, snacks, volunteer guidance services, etc.

4) Others: Large-scale events must be equipped with security and medical personnel on site, and international events should have translation equipment and English knowledge

Staff Sign-in:

1) Electronic sign-in: a must for activities, quick sign-in, and improved experience

2) Attendee badge: Print badges simultaneously with sign-in and quickly distribute badges

Venue Management:

1) Access control: During the event, all personnel entering and leaving the event need to be recorded using tools

2) Sub-venues: Multiple venues for large-scale events and multiple exhibition areas for exhibitions.

3) Crowd statistics: You should know which venue or area has the most visitors and is the most popular.

Guest Speech:

1) PPT control: Control the speaking time of the guest. What should we do if the guest cannot stop talking?

2) Speech order: The order of the guests’ appearance should be determined before the meeting

other:

1) Banquet: Banquet activities, seating arrangements, guidance, performances, guest speeches and small interactions

2) Live broadcast and photography: The event must have photography. Large-scale events can have multiple photographers as well as video recording and live broadcast, etc.

Stage 5

The subsequent finishing phase of the activity.

Follow-up:

1) Follow-up visit: Collect information about the activity experience of the participants. Are they satisfied? Where to improve

2) Sales opportunities: such as customer appreciation meetings and product launches, and follow-up to see if there are potential sales opportunities

3) Event reporting: Reports written by media reporters, news effects of organizers and partners

Statistics

1) Personnel data: newly collected data is incorporated into CRM, and data of personnel who have participated multiple times are listed through data analysis

2) Financial data: final revenue data of the activity, profitability, ROI analysis

Activity summary:

1) Summary report: a review, summary and analysis report of activities, mostly presented in the form of intuitive reports

2) Brand benefits: In addition to financial benefits, the event also brings brand benefits to the organizer and partners.

Today’s sharing ends here. I am Brother Fangyang, and I will discover more traffic-generating cases for you!

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Source: Jianshu