How to plan a marketing campaign that reaches 1 million people

When I first learned about the event, I actually refused. I told my boss that I refused because I actually didn’t know how to do it and it would be embarrassing if no one got involved. The boss told me that you should follow the methods taught by TOP operators to organize activities, and add special features when doing it. The activities should have many hot spots, be cool, and have a lot of topics. This way, you can DUANG and attract millions of people to participate~~~DUANG~~~

The creativity of an event is a very important part of the entire event planning. Whether users are interested or not depends on whether your creativity can attract them. There are many ways to collect creativity.

Imitation and reference

Many novice event operators will find that when they really want to do an event, they can’t think of any other event methods except discounts and promotions. Because novices have no actual operation experience, they need to learn from the marketing activities of other companies in the same industry. Of course, they cannot just look at the form of the event, but also need to look at the back-end mechanism and logic, and study the entire event process more. The more you look at it, the more you will understand the overall idea of ​​event design, and you will be able to make enough progress when you do your own events in the future.

Time Node

Holding activities at time nodes is the most commonly used method and is also the most easily recognized by users. There are statutory holidays, seasonal changes, man-made holidays, store celebrations, sports events, etc.

Holiday activities: May 1st Labor Day, Dragon Boat Festival, Spring Festival, National Day, Mother's Day, etc.

Seasonal changes: Clearance sales at the end of the season, spring is coming, summer is coming, autumn is coming, winter is coming and so on.

Artificial festivals: Double 11 celebration, Double 12 celebration, etc.

Store Anniversary: ​​JD.com Anniversary, Suning Anniversary, XX Anniversary, etc.

Sports events: Champions League, Premier League, NBA Finals, etc.

Event Hotspot

The hot topics of the event are quite popular and can easily make the headlines. For example, Wang Feng making headlines, Durex's copywriting, the ice bucket incident, various XX scandals, fights between XX stars, breakups, divorces, pregnancies, etc., are all times that the public pays close attention. If you use these materials well, maybe they can trigger your event.

Features

Events created by the product itself, such as product launch celebrations, product upgrade promotions, or PK competitions held in the game, quarterly game events, etc.

A flash of self-inspiration

Sometimes inspiration just bursts out suddenly. When you encounter certain events, some good ideas may pop into your mind suddenly. Write them down quickly and polish them in depth. Maybe they will become a very good activity idea.

In short, there are many sources of creativity for activities, but if you don’t accumulate them in your daily life, you will find that you can’t come up with good ideas when you need them. As an operator, you need to pay attention to these sources of creativity every day, read more, watch more, and think more, and one day, creative ideas will emerge in an endless stream.

What is the purpose of the activity?

Earlier we talked about how to collect ideas for activities, but we cannot do activities without any meaning. Sometimes when we do too many activities, we really forget why we are doing the activities, and in the end, they become activities for the sake of doing activities. What we need to be clear about is what kind of gains we want to get from this activity? Promote brand? Attract new users? Promote consumption among old users? User-generated content increased by 20%? You must think clearly about what you want from the event. It is not just about completing the KPI indicators given to you by your boss, but also about giving an explanation to the users. Combine KPI+activities+users to form a complete closed loop, so that everyone will be happy to accept such an activity.

Who is the target audience of the event?

The world's population is 7 billion and China's population is 1.3 billion. We cannot expect one event to attract everyone's attention. Therefore, the activities we carry out must be limited to a certain group of people, whether it is male or female, those born in the 80s or 90s, new users or old users. Only by determining a target group can we carry out more precise activities.

Let me give you an example.

When I was at X company, I did an event. Because the event was very urgent, we only had one day to launch it. In addition, the Xcat platform gave us a very good homepage resource position. The intensity of our event was very large, so all the goods were sold out within one minute of the event going online. The event was suspended for the whole day, causing our customer service staff to be busy all day apologizing to customers who came to consult, and we also received many complaints.

The biggest reason for the failure of this event is that we did not have effective control over the entire event. We did not make detailed arrangements for the day's traffic, inventory, and event time. As a result, there was a serious shortage of inventory and a waste of resources in the event.

This activity taught us a great lesson, so it is very important to control the expected effects of the activity. If it is not done well, the damage to the company will be fatal.

Expected goals of the activity

When we carry out an activity, we need to estimate its effect based on past experience. Depending on the product, we may involve the following data: traffic, page views, conversion rate, bounce rate, keyword ranking, number of registered users, number of consultations, sales, daily activity and other indicators.

Resource sorting for activities

We need to calculate how much resources we can get for this activity, such as how much money we can spend on each user, how many advertising promotion channels we can have, or how much support external operational resources can give us. We need to have a detailed breakdown of resources so that we can make corresponding adjustments to our expected goals.

Activity plan

We have already introduced the preparations before the event. Now we will introduce the most critical part, how to make an event plan. Once an activity has an idea, purpose, and expected goal, then we need to plan the entire activity. For example, our activity title, copywriting, activity method, and activity rewards all need to be attractive in order to achieve the goal of getting users to pay.

Copywriting is the originator of event marketing and word-of-mouth marketing. A good copywriting can create a huge crowd effect.

Viral spread on the Internet all originates from an event with hot spots and word-of-mouth characteristics. However, it is hard to create copywriting that makes people scream. A popular event is spread by word of mouth among fans.

Therefore, please never underestimate the power of copywriting, such as Jumei’s Chen Ou style, Tmall’s 1.5-meter underwear, Coca-Cola’s nickname cup, Jiaduobao’s sorry, Durex’s shoe covers, etc. The magical power of copywriting really cannot be ignored. Therefore, when doing event copywriting, you must consult with multiple people, but copywriting cannot be mastered in one day. It requires constant accumulation, reading more of other people's copywriting, and accumulating more reading. Only in this way can you write wonderful copywriting.

Activity flow

An activity must have a complete process, but the complete process cannot be too complicated. If users have to watch an activity several times and think carefully before they know how to do it, many users will be lost, so a simple activity process must be presented to users.

Set appropriate participation thresholds and interesting ways to participate. The participation threshold can limit the user group that participates, which depends on how your event expectations are defined. For example, new users can only participate if they follow XX WeChat account, and they must @XX Weibo, etc. Interesting ways of participation are also important, so as to maximize user sharing and achieve viral effects.

The rewards for an activity should best match the purpose of the activity. You don't necessarily have to bring an iPhone 6 to every event. You can adjust the rewards accordingly based on the event creativity, purpose, and time of the event. It could be cash back, rewards from certain products, rewards from surrounding resources, and so on. There is no doubt that as long as the rewards are suitable, they can attract corresponding fans to participate.

Promotion strategy of the event

Promotion of the event is a very core part. Without promotion, no one will be able to see your event.

We need to make adjustments based on the event resources we get for this event. Whether it is internal resources or external resources, we need to make a detailed plan, divided into before the event, during the event, and after the event.

Promotion before the event: At this stage, we need to utilize resources in advance to warm up the event and let users know in advance that we have such an event. You can do pre-event warm-up in your official forum, WeChat, Weibo or the resource space of the cooperation platform. In the paid promotion stage, it is necessary to increase investment in various DSP platforms, cooperative media, keywords, etc. to maximize the exposure of the event.

Promotion during the event: Due to the preheating at the beginning, the event has already achieved a high exposure, and there will be a lot of users participating. At this time, you should continue to create hot spots, try to maximize word-of-mouth communication, let the users who have purchased share it with their friends to buy, or continue to expose it at this time to create the popularity of the event.

Promotion after the event: At this time, some after-sales problems or other related user inquiries may arise one after another. This is when the brand's service capabilities are tested, so the number of customer service staff must be increased to cope with various user consultation services.

Monitoring the effectiveness of ongoing activities

During the activities, we must ensure that our activities are carried out as we expected. If negative impacts occur, we also need to take corresponding intervention measures to eliminate the negative impacts.

If the event does not meet expectations, we need to increase the corresponding promotional resources and the number and value of prizes, or find some internet trolls to spark the topic.

If we happen to encounter a very interesting topic during the event, we can immediately seize this point and detonate this topic through our human intervention. We can detonate it through Weibo, Moments, Tianya, Douban and other places that can create hot topics on the Internet.

Summary of the activity

Every fully planned event is a very valuable experience for operations, because there will be many similar events in the future. We need to use the advantages and disadvantages of this event to make adjustments for the next event:

The mistakes that occurred this time should not be made again next time

The advantages of this activity can be optimized and brought into the next activity.

And after completing our activities, we need to make a complete report and report our results to the boss, not only to satisfy ourselves but also to satisfy the boss.

Cooperation among various departments in the event

An event cannot be carried out by the operations department alone. Multiple departments will be involved in planning, development, testing, publicity and promotion, online operations, process monitoring, prize distribution, and final summary.

As operators, we need to be responsible for every process. From the communication between the various responsible persons to the progress of each time node, we need to follow up and control it. No matter whether the event you are responsible for is big or small, devote yourself to it wholeheartedly, because every event will bring you valuable experience, and the next time you encounter an event, you will be able to plan the event process very skillfully.

Event planning proposal example

I have brought you a sample of an activity plan for your reference.

Event Planning

Activity theme: (the creativity of the activity, the purpose of the activity, etc., a title that can attract users to participate)

Target group of 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 dissemination by fans)

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 in the entire activity process and provide it to customer service staff for reference when encountering problems.