Build offline event promotion skills from 0-1!

There are activities every day, but good activities are not common. A good campaign can quickly drive user growth and boost product sales; a bad campaign is hard, time-consuming and laborious, but in the end it is difficult to see results.

How can we find a new way to trigger user growth from a new blue ocean of traffic - starting from offline activities?

Today, I will tell you in detail the operating manual for planning offline events, so that you can easily plan a successful hit event.

I believe that those who have run events should all know that if the theme of your event is not attractive, many people will be unwilling to participate, and the event will be a failure from the beginning.

If your event does not ensure retention, then these people will leave after enjoying the event, and the actual significance will be almost zero.

Therefore, when we plan offline activities, we must at least consider these two points:

• How to attract users' attention to your activities and make them willing to participate in your activities?
• How to make users willing to continue to participate in your activities and benefit from them?

1. How to get users to pay attention to your activities?

1. The theme of the activity should meet the needs of users

The essence of the activity is actually exchange.

We need to use interesting activities and valuable courses in exchange for user participation. If the theme of your activity can meet the needs of users and your activity can meet the needs of users, users will be willing to participate in your activity.

How to find user needs?

• Inquiry

Normally, when we organize activities, we should proactively ask users what types of activities they like to participate in? Where do you usually participate in activities? What do you hope to gain from the event?

By communicating and interacting with users, you can discover their needs and then determine the theme of your own activity based on their needs.

• Collection method

Normally, after we participate in an event, we will gather users in a WeChat group. At this time, you can collect user needs by sending questionnaires.

2. Promotion of activities should be as extensive as possible

In the era of interactive networks, there are various promotional channels that can attract more people to participate in your activities.

For example, there are some very popular activity platforms now, such as "Activity Travel", "Interactive Bar", "Activist", "Where to Go on Weekends" and "Activity Gathering".

Most of the activities are posted for free, so you should post as many activities as possible on various platforms.

You can also collaborate with communities that have the same users and complementary businesses to hold events together.

For example, if you want to attract parents’ attention to your activities and your business is mainly course management, you can find some high-end childcare institutions to cooperate with and recruit together.

2. How to make users willing to continue to participate in your activities?

In addition to providing value to users, activities can also establish a good emotional connection with users, allowing users to become organizers and contributors of activities. Once users are invested and enjoy participating in activities, they will be willing to continue participating in your activities.

For example, we need to recruit hosts and volunteers for each event. Then, you can ask the recruited volunteers to help you organize the event, and discuss the theme and direction of the event with the volunteers.

After having a clear basic idea, we need to make overall planning and arrangements for offline activities.

3. How to plan and arrange activities?

1. Reasonable choice of activity time

It is best to schedule the activity on Friday, Saturday or Sunday afternoon.

You should know that people are usually busy at work and hardly have time to attend your activities, especially in big cities like Beijing, Shanghai and Guangzhou, where the places where you attend activities are usually far away from where you live.

At the same time, when setting a date, you should pay attention to the weather forecast in advance, and try not to hold events in windy, rainy or snowy weather, as this will affect the development and effectiveness of the event.

2. The venue should be as suitable as possible

You should choose a venue with convenient transportation as much as possible, and the venue does not necessarily have to be very high-end. After all, being high-end means the cost will be higher, so it’s not a bad idea to choose a down-to-earth place.

Usually, we can choose an entrepreneurial incubation base or an idle bookstore, etc.

You can also find many agencies that specialize in finding event venues. For example, "Huodinghang" and "Huodingba" have the business of finding venues on your behalf, and you can directly entrust the platform to handle it.

If there is really no such thing, another way is to see where other companies hold their events. You can also find the venue and ask if there is any possibility of cooperation.

3. Activity rewards should be attractive enough

Usually, good activities have reward settings.

For example, I once participated in a parent-child activity. By following the organizer’s official account, I was able to get a small toy with the organizer’s logo, and I could also participate in a lucky draw, and the price of the parent-child course I registered for was also discounted.

When we design prizes for an event, we try to combine them with the goals of the event.

For example, if your activity is for traffic generation, then your prizes should be related to whether the user adds your WeChat account; if your activity is for monetization, then your prizes should be sufficient to support the monetization in the later stage.

4. Staffing arrangements should be in place as much as possible

Generally speaking, a small event with about 30 people requires at least 3 to 5 people to organize the event. The arrangement of the event staff is as follows:

• On-site pre-construction: All staff
• Activity site maintenance: 2 people
• Interactive mini-games: 1 host and 1 coordinator
• Event lucky draw: 1 host, 1 prize distributor, 1 person to maintain order on site
• On-site new customer acquisition: 1 to 3 product or service introduction personnel

It is important to divide the work among different people according to their personalities.

For example, those with lively personalities are suitable for hosting and livening up the atmosphere, while those who are not good at speaking can do behind-the-scenes work such as distributing prizes.

5. Review activities in a timely manner

After the event, a review and summary of the event should be made in a timely manner.

When reviewing an activity, try to start with the goals and rethink whether the goals set at the time were reasonable. Did the activity achieve its objectives? What are the highlights and shortcomings of the entire event?

At the same time, we need to analyze the data of the event, including how much it cost, how much attention it attracted, how many people have joined the fan group, etc., make a horizontal comparison, and analyze the reasons.

At the same time, everyone participating in the event must summarize the event. Aspects that need improvement or on-site details can be shared and optimized accordingly.

4. Things to note when doing offline activities

1. When taking photos, you must capture the organizer’s logo

This will also facilitate brand exposure and promotion in later publicity.

If it is an event shared by a celebrity, in addition to taking pictures of the celebrity, you also need to capture the interaction between the celebrity and the fans, and finally make sure to take a group photo together.

At present, short videos are still very popular. It is recommended that you shoot some Vlogs and expose them on short video platforms such as Douyin, Kuaishou and Weishi.

2. Contingency Plan

We often see accidents happen during some activities, such as the microphone has no sound, the teacher fails to arrive on time, or the venue is suddenly unavailable.

Therefore, when we plan an event, we must make advance event plans and be able to deal with unexpected situations calmly.

A successful hit event = a good plan + 99% execution.

By summarizing a large number of activities, you can grasp several core key points, then the data such as user satisfaction, user stickiness, product repurchase rate and recommendations to relatives and friends will be very good.

The sense of offline connection will also be enhanced, and the sense of trust will also be enhanced, which is also very beneficial for the later "sales conversion".

Event planning is both a mental and physical job, so you need to try to take various situations into consideration.

Of course, hard work pays off. After the event is successfully held, looking at the rising data and more and more active users, you will find that it is all worth it!

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Author: Ding Li

Source: Operation Gongju Xiaoleilei (ID: gongjulei)