How to build an activity operation framework in 4 steps?

In this article, the author will explain how to efficiently complete event operations from the four steps of determining the purpose of the event, finding accurate traffic, designing conversion processes, and correcting data feedback.

We often see various commercial activities: Tmall's Double Eleven Shopping Carnival, the rush to the top conference that draws thousands of people, the opening ceremony of the barber shop next door and the recharging of cards and smashing of golden eggs.

When it comes to event operations, many people may first think of the details: what kind of theme to choose? What kind of creativity? What kind of guests should we invite? Where to land? What number of production materials? What number to enter the site for setting up, etc.

However, if a clear event operation framework is not established, the above content is meaningless, so we might as well ask ourselves three questions first.

1. why: Why should I do this activity?
2. Why: How do events help marketing?
3. Why: What kind of activities are considered good activities?

Before answering these questions, we must first understand the internal operational logic of marketing, which can be divided into the following four dimensions.

1. Channel operation: Let the product reach the target users (stores, new media)
2. User operation: establish a relationship between products and users (1 to 1, 1 to many)
3. Content operation: Let the product provide value to users (commodities, values)
4. Activity operation: using products to achieve user conversion (stimulant)

Stimulants mean that marketing activities can improve the effectiveness of a certain link such as attracting new customers, promoting activation, retention, purchasing, etc. in the short term according to the purpose of the activity, and greatly improve the conversion rate of this link.

Two types of activities

1. Brand promotion

Purpose: To elevate the brand tone and sync with target users.

In order to enhance its influence among high-end customers, a high-end clothing brand held a fashion catwalk show in Beijing 798. The event invited many industry design giants and performing guests to support the event, and also collaborated with 100 influencers online to broadcast the entire event live.

According to statistics: the event’s Weibo topic has been viewed over 90 million times, and the total number of online video views has reached 140 million.

• Advantages of the activity: Quickly increase brand awareness and influence in a short period of time.
• Disadvantages of the activity: The effect of the activity cannot be directly reflected in the transaction, and the investment cost is relatively high.

2. Marketing conversion: achieving phased conversion of users

In order to encourage old students to renew their subscriptions, an English training institution held an English performance called "Little International People" at the end of the semester. During the event, the teacher led 50 students to show their parents their learning results of this semester. At the same time, three parents were invited to share their children’s recent growth, and the teachers were moved to tears. As a result, the activity achieved a 95% renewal rate with a cost of only 200 yuan, and the transaction volume reached 600,000 yuan.

• Advantages of the activity: The transaction effect can be directly evaluated, and the input-output ratio is high.
• Disadvantages of the activity: A large number of potential customers need to be accumulated in the early stage, which is not sustainable in the short term.

The two types of activities have different purposes, and the design and focus of each link are completely different.

If the brand promotion activity focuses more on raising the tone, the fees of the invited guests may account for most of the cost.

For example, Jiang Xiaobai Yolo Music Festival invited most of the rap circle to be its artists, so you can imagine the cost. Marketing conversion activities focus more on transaction results and will try to reduce costs as much as possible in aspects other than selling products.

Well, since different types of activities have different boundary attributes, and for the same type of activities, due to the different strengths of the brands involved, ROI cannot be used as an absolute standard to evaluate the quality of an activity. Therefore, it is impossible to directly say whether an activity is good or bad.

However, if we interpret it from the perspective of operational efficiency, we can break down and evaluate the quality of an activity through dimensions such as resource utilization rate, path to goal achievement, and link conversion rate. Based on this, I have summarized the four steps for efficient operation of nuclear energy activities.

Four steps to efficient event operation

First, I collected cases and sorted out four common problems in inefficient event operations:

1. Unclear purpose of activity
2. Improper resource allocation
3. The activity effect is not ideal
4. Data collection is not systematic

Secondly, in response to these four issues, a four-step solution framework for efficient operation of nuclear energy activities is summarized.

1. Determine the purpose of the activity

People can tell at a glance "what you want to do and what you want me to do".

Clarifying the purpose of the event can make buyers and sellers clear about their own behavioral paths and help the event process run more efficiently. To establish clear activity goals, you first need to ask yourself four questions:

1. Who： Who am I?
2. What: What should I do?
3. Why: Why am I doing this?
4. How: How do I connect with my customers?

For example: A car manufacturer has produced a new car and wants to plan a marketing campaign.

Purpose 1: Build up market reputation and build momentum for the official launch.

Cooperate with a vertical car club or large car community to hold a "Racing E Summer" car tour on an outdoor track. Invite car enthusiasts to test drive the new car for free, and invite internet celebrities to live broadcast the entire process, distribute content across the entire network, and promote the new car.

Purpose 2: New car launched and officially sold.

Participate in auto shows, invite potential customers to the site to complete transactions, set up conversion links, and maximize the realization of on-site natural traffic transactions.

2. Find accurate traffic

Every participant is a customer who can be traded in the short term.

Marketing activities are highly time-sensitive. If customers cannot be converted in the short term, their brand awareness and purchasing desire will gradually decline over time. Therefore, in order to maximize the effectiveness of the event, we must not only find a large number of potential consumers, but also discover accurate customers who can complete transactions in the short term.

Although different industries and products correspond to different customer distributions, the paths to achieve traffic conversion can be summarized into the following two:

(1) Use venues to capture traffic

Suitable for fast-moving consumer goods such as food and beverage industries: wide customer distribution, strong product applicability, and low purchasing decision-making. Conversion can be achieved by holding events in places where mass traffic gathers. For example, Master Kong holds promotional activities in large, densely populated commercial districts and communities to sell instant noodles.

(2) Collect traffic and convert it into a centralized form

Suitable for durable consumer goods such as automobiles, home furnishing and building materials industries: customers are dispersed, product applicability is low, and purchasing decisions are high. You can collect scattered customer information in the early stage, and invite customers to concentrate on closing deals in the middle and late stages. For example, during the pre-sale period, a gym invites customers who have made a deposit to smash golden eggs at the store and apply for membership cards in batches.

Of course, there are exceptions. For example, the traffic accuracy of large auto shows is very high. For exhibitors, even if they do not collect customers in advance, they can use the on-site exhibition area to attract a large amount of accurate traffic.

3. Design conversion process

The essence of the activity is the implementation of the conversion process.

By applying the 4+1 nuclear energy operation model, we extract the three most core steps of event operation from the seven major links of user contact, cognition, attention, experience, use, purchase and sharing, simplify them and make breakthroughs one by one.

(1) Contact point design: unforgettable at first sight

Includes two points: pain point discovery and amplified attack.

Pain point mining: think about the pain points from the perspective of target users, list the problems, and select the three most core points to be used for designing the copy and visuals of the contact points.

Amplify the blow, magnify the pain to a level that cannot be ignored, emphasize the sense of urgency, and paint a bleak future where the pain cannot be resolved.

For example, a course poster that teaches people to upgrade their workplace thinking lists three pain points:

1. After working for a few years, you feel like you haven’t received any advancement?
2. Are you easily influenced by others and unable to make up your mind?
3. Not having a long-term vision and always afraid of losing out?

Then, users with these pain points will be attracted as soon as they see this copy.

(2) Creating a hotspot: Make people fall in love with it as soon as they come into contact with it

That is, the clever design of activity links continuously provides customers with value beyond their expectations, gradually converts them layer by layer, and finally closes deals with customers.

Example: A civil service exam training institution goes to campus to recruit students

1. Visit the dormitory to deliver books to potential students and collect information
2. Hold offline lectures, pay 9.9 after brainwashing to get a course worth 1,000 yuan
3. After attending the class at the campus, pay 199 and get 10 upgrade classes and private information

By providing value beyond expectations step by step, we ultimately completed 30,000 to 50,000 customer conversions.

(3) Trust conversion closed loop: Make people loyal for life after purchasing

We continuously provide value output to customers, including after-sales service, life values ​​and other value-added products. Through continuous value output, we build trust with customers and achieve product repurchase and word-of-mouth communication.

4. Data feedback correction

A marketing strategy without sufficient multi-dimensional data support is like a blind man touching an elephant.

For an activity operation system built on the Internet, data is a necessity like water and electricity, but in many traditional industries, data is a luxury.

In the future, if you want to build a data-driven event operation model, you cannot do without the following four points.

(1) Splitting the North Star Indicator

Split the North Star indicator that measures the completion of activity goals into several sub-core indicators corresponding to each aspect of the operation. For example, if a WeChat public account is assessed on its influence on users, the sub-indicators include: article reading time, article reading completion rate, etc.

(2) Set up data tracking points

According to the sub-indicators that have been split down, find the corresponding links of the activity operation and use technical means to complete the data collection and embedding.

(3) Data collection

Monitor and collect collected data in real time, organize it into activity data reports, and hand it over to professionals for analysis and comparison.

(4) Data correction model

Through data feedback, we can discover potential problems, which links have low conversion rates, and which links have blind spots. Analyze the causes, develop correction strategies, and test the results in the next event to continuously refine the event operation model.

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

7. Event operation: 6 common types of event link title copywriting!

8. Event operation, complete analysis of the gameplay of flash sales

Author: Jerry Huang

Source: Nuclear Energy Operations (ID: huangxiaopeipeijiang)