How to organize an event with almost zero budget, free event
| Last time a colleague told me that their annual gala event had a budget of 6 million, I was shocked. I roughly calculated that in the 7 years at Mop, the total marketing budget I received seemed to be less than 6,000 yuan, except for the dolls and other peripherals that Mop often used in activities. So it is not an exaggeration to say that the budget was 0. If you say that I am used to being poor, I wouldn't mind, but I think that the proposition I gave will be helpful to everyone. Even a little hint will be enough. Experience 1: In daily operations, learn to accumulate enough user resources for operations. You must have user awareness. Accumulating enough user resources is one of the tasks that must be done every day. As for how to do it specifically, the previous article has already discussed some basic entry-level methods and strategies. User resources are not about quantity, but about quality, and more importantly, about daily accumulation. The key point is that you will find fun in user operations because you can get to know many awesome users, beauties, internet celebrities, writers, etc., even stars, directors, etc. I have said that combining work and hobbies will double your efficiency. If you have enough user resources, when you organize an event, you can directly invite them to participate. This is the most basic thing. You can also think more deeply, such as inviting some users who are well-known enough on the Internet to serve as judges or special guests of your event. I used to often invite celebrities, promoters, and well-known people to be judges, such as “Jiaoshou”. This will invisibly elevate your activities to a higher level. Experience 2: One point that many people tend to overlook - the purpose of an event is not to do an event just for the sake of doing it. If this activity is of great significance, such as being able to generate revenue for the company, then it's simple. You can go to the sales department for support, and they should be happy to do so. If your department is responsible for the revenue, you can include the cost of the activity in the package. If this activity is not meaningful, or there is no need to do it at all, or you haven't thought it through, it's better not to do it. You must learn to convince your leader and yourself, because even if you do it, it will be useless to the community. The basic starting point for event operation: website brand. If you often start from this perspective, you will naturally think of many wonderful creativity and ideas; starting from the brand, you will consider the time cost: for small activities and small topics, I often ask operators to make posts within 5 minutes to an hour. Medium-sized and large activities can be done a little more beautifully, such as using the form of special topics, and the details of the activity can be further processed. This is based on this starting point. Tip 3: What if you really don’t have any prizes? This problem is estimated to have been encountered by many people, generally there are only a few solutions: Method 1: Seeking sponsorship is actually seeking help from individuals or companies that can provide event prizes. After both parties agree, just give the other party a certain amount of exposure in the event. But there is a principle: do not seek sponsorship from the company's brand customers or companies that may become potential customers of the company, because this will interfere with the sales department and affect the company's revenue. Of course you can also ask friends for help. When I did the first event, a friend gave me two bottles of perfume. It was a timely help. I will always remember it. The more friends you have, the easier your life will be, you know! Method 2: There are two extremes when working with the sales department to organize activities. One is that many operations personnel keep focusing on activities but ignore one point: activities can also be sold; the other is that activities are organized purely for sales and revenue. The best activities require an effective balance between the two. The former is too blind, while the latter is too utilitarian. If your event is unique, beautiful and outstanding, it is possible to sell it. But whether it’s sold or not, the salesperson may be able to help you find the prize because they have direct contact with the customer. Method three: Seek help and advice from leaders. This method is recommended as a last resort. Remember one thing, never throw problems to your leader. Experience 4: Some details and techniques that need attention in activity copywriting. I hope you will pay attention to the following points: Just like the title of a post, you must carefully consider the title. A good title is also half the guarantee for the success of the event copy. The title must be attractive, otherwise users will not click on it. The title of the event can appropriately include certain prizes, such as XXX grand prize is waiting for you. The activity content section includes: activity introduction, activity map, activity process, award description and prize introduction, precautions, etc. Every link must be carefully considered and must be concise and concise. If it is too long, users will not have the patience to read it. It should not be obscure and difficult to understand. Each link can be bolded in black or colored fonts, the paragraphs must be clear, and the key parts must be highlighted or even bolded in red. One thing you need to know is: if users can’t understand what your event is about for three minutes, are they likely to participate? Try to fully display the essence of the event on the page with the most concentrated traffic, and try to avoid the possibility of secondary clicks. Why do this? Whether you are organizing an event or building a website, you must increase user retention rate. So every time I organize an event, I will spend a lot of time processing these details, such as the entries. Every time there are new works participating, I will update the works on the event homepage as soon as possible every day (of course, there is an event system that does not require this, and I admit that our approach is too primitive). This will attract more people to participate, and it will also be more attractive to browsing users. Pay attention to the guidance of replies, which is very important for event participants and browsing users. Bad comments and insulting replies to contestants should be deleted as much as possible. In short, the first goal is to build word of mouth for the event. This is very important regarding event prizes . Most of the people who participate in your event are there for the prizes. The quality of the prizes directly affects the quality of the event. Prizes don’t have to be RMB. Only when the prizes you give are things that users are unlikely to get or will not get easily in real life will they be most attractive to users. Of course, if you have enough money, that's fine too. There must be pictures of the prizes, as the saying goes, no picture, no truth. As for the award rules, don't set the threshold too high. Once the user realizes that it is impossible for him to get it, he will definitely not participate. Therefore, in our activities, we often set up some participation prizes to make up for the psychological loss caused by users not winning the grand prize. Experience 5: Flexibility and shortcuts in the event operation process. I have just been at Mop for three months. For the first event I organized, the data of the page I was responsible for tripled. I remember the theme at that time was the beautiful legs contest, but this kind of activity is no longer possible. I anticipated the possible drawbacks of this kind of activity, so I deliberately added the word "healthy" to the title and used "Healthy Beautiful Legs Contest" as the restriction so that some unqualified entries could be deleted at any time. I actually took a shortcut at that time because I found that Taobao was also doing the same event and had just finished it, so I went to Taobao to filter out the people I thought were the best from the entries, found them, and brought them all to Mop to participate in the competition. Because of my screening, there was no doubt that the quality of my event entries would be higher than Taobao's beautiful legs contest. This happened 7 years ago. I hope my fellow Taobao users will be more magnanimous and not throw bricks at me. At the same time, together with the local users of Mop.com who participate in the event, we will select the best entries and recommend them as soon as possible, so that netizens can fully interact with them and cultivate them slowly. Later, as I had more and more user resources, the effect of each activity naturally became better and better. I remember that later there was a selfie contest, and I couldn’t even choose a first place winner because they were all beauties. The purpose of event operation is not the number of entries, but the number of the best entries. I remember that Renren.com had an event with more than 10,000 participants, but it was impossible to choose the first place because there were too few high-quality works. That's the difference. Experience 6: When organizing an event, it is always “organized”, so how can we ensure the effectiveness of the event? When organizing an event, never have any illusions and wait for users to participate in your event. The best events are always the result of operations. It is more important to operate event works. The event must have enough high-quality works. This is the direction of your efforts. You must have a sufficient understanding of the details of the event so that you can pick out some works that need to be recommended and recommend them in a prominent position on your site. Operating event works will help boost the overall effect of the event, and in this way you can even determine the content that needs to be promoted outside the site. It may be more effective to promote works outside the site. Currently commonly used channels such as Weibo, WeChat, QQzone, etc. generally emphasize the content itself. Users are not interested in simply recommending the main activity. It is better to promote the entries in the activity. The method is very simple. Promote the entries individually, or integrate the best works into a collection for dissemination. Make use of effective resources within the site . These resources mainly refer to advertising space, recommendation space, etc. Regarding on-site promotion, one thing I must say is: you must know which resources on your website can be effectively utilized. If you are not sure, then summarize them bit by bit, or ask someone who knows this clearly. This is very, very important because it is also needed in other aspects of the operation. In short, details determine success or failure. Event operations involve a lot of details. Theory is always theory. Without actual operation, becoming proficient, and understanding the problems encountered in each link and every detail, you will naturally never know how to solve them, let alone how to create high-quality events faster and more efficiently. |
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