How to plan and promote a perfect event?

I believe that every event planner or person who wants to choose a planner will think about how to make a good event. A well-planned event plan is not only the foundation for the success of the event but also the outline for future work.

Today, let’s take public relations activities as an example to talk about how to plan an event well!

When we are preparing to do an event, after understanding the preliminary situation of the event, we need to integrate resources.

Whether it is yourself or the client who proposes to hold an event, there will be some ideas about the event beforehand. Therefore, it is necessary to understand the needs of the activity before integrating resources.

Integrating resources here can be understood as the collection, organization and analysis of preliminary data.

It should include four sections: target group resources (scope of activities), external resources (breadth of activities), internal resources (human, financial, material, executive and centripetal force of the activity executors) and competitor resources.

2. Refine selling points

The process of integrating information will also be the process of refining selling points, which will be refined through forward reasoning, reverse thinking, association and other methods.

What the target group is concerned about, what has influence on the target group, and what influences the target group's purchasing decisions.

Just as in the event preparation process, selling points will be refined before project positioning, such as the theme of the event, what are the highlights of the event, what the target group can gain from participating in the event, and especially to grasp the behavioral psychology of the target audience.

Distilling selling points is actually a preliminary preparation for marketing.

The conception of an activity is to combine resources and purposes, elevate the activity to a certain level, and choose a platform or carrier for it. Different platforms will bring completely different effects.

Then, we consider how to reflect this height with a theme, how to present the theme through specific activity processes, and how to show creativity to achieve the goal;

How to use existing or potential resources to support or enhance this level, and through a series of frameworks, to what extent the ultimate activity purpose will be further refined, this is the conception of an activity.

Once the theme is out, you can look for sections around the activity theme, just like a puzzle. Once the framework is out, you need to piece it together and search for as many activity elements related to the theme as possible.

Although not every one of them can be applied, they can be selected and arranged into reasonable activities. Here, the theme of the activity is the soul that runs through it, and any element must be selected and arranged around the soul.

After determining the first two aspects, the next step is to complete the specific activity plan.

An activity cannot be solved by just one plan. In order to ensure the effectiveness of the activity, the activity plan needs to be further subdivided, such as into publicity plans, execution plans, public relations plans, risk and unexpected mechanisms, etc.

4. Activity Promotion

The publicity plan should include pre-publicity, publicity during the event, and follow-up publicity.

The time for early publicity depends on the event. Generally, it starts half a month before the event. At the same time, it can also be preheated before the event. According to people's focus, it generally goes through the following stages:

A small climax was reached through preheating, and then a relatively stable level of attention was maintained under the stimulation of advertising, and the level of attention reached its highest point on the first day of the event.

Therefore, properly arranging the date for the early publicity will have a greater impact on the effect of the event;

The promotion during the event is carried out through the placement of on-site advertising spaces, a combination of advertising methods, and mobile advertising, which organically combines multiple advertising media such as print, audio, and images, allowing the target group to form a strong impression. Post-promotion refers to the promotional activities after the end of the event.

Usually, after the end of the event, there will be a period of continuous publicity. The main purpose of this stage is to build brand loyalty. For example, after some promotional activities, customer visits will be arranged to increase loyalty and to obtain feedback from the target group on the event and products.

V. Implementation Plan

It includes preparations before the event, on-site control during the event, and arrangements after the event. Usually, if the scale of the event is not particularly large, the public relations plan and the execution plan during the event will be incorporated into this plan.

When making an event execution plan, in addition to the process of the event, the direction of the flow of people on site should also be considered.

For example, during the production process of an exhibition, a reasonable flow route should be designed to ensure that people visit as many booths as possible according to the route, while ensuring that the flow of people at the event is reasonably distributed, so that there will not be problems such as some booths being crowded and others being sparsely populated.

In the implementation plan, the most critical thing is the division of labor and allocation of members. It is necessary to prepare a preparation team for each project, assign a person in charge, and make a detailed division of labor.

When making an implementation plan, the maker must simulate the entire activity several times in his mind, take all the details into consideration, arrange the time for each stage in sequence, and be orderly.

In fact, the implementation plan involves two aspects of work: material work and human resources work.

If people and objects are organically combined, then this implementation plan can be said to be successful.

6. Sponsorship Program

Sponsors usually pay special attention to two aspects of an event:

1. How much money does he need in sponsorship?

2. What he can get in return.

Therefore, when making a sponsorship plan, you can focus on these two points.

For example, the naming rights of the event, the amount of advertising (hard ads and soft ads) provided to the sponsor during the promotion of the event, the right to use the sponsor, etc. The greater the rights given to him, the greater the amount of sponsorship he may get.

In this process, it is still necessary to weigh whether the given rights and interests can be realized.

During the course of an event, many situations may arise, and these accidents may be big or small. Sometimes a very small accident may have a devastating impact on the event.

Therefore, the more considerations you take into account when creating an activity risk contingency control plan, the lower the risk of the activity and the greater the possibility of success.

Among the possible accidents, there are generally weather changes, which will affect outdoor activities, so there must be relevant mechanisms for early prevention when the weather changes;

If injuries occur at the scene, how should they be handled?

The most taboo thing in large-scale outdoor events is chaos on site. Once chaos occurs, it will not only affect the entire event effect, but if people are injured, it will bring serious negative impact to the company and the organizer.

Therefore, how to strengthen on-site control and avoid such incidents should be taken into consideration in the risk and accident control plan. It is very likely that a small accident will cause panic among the audience, which may lead to chaos on the scene.

Author: Planning skills improvement