Event planning and promotion, how to plan and execute an event?

1. Event Planning Overview

There are three keys to running a successful online event: event planning, event execution, and event review.

The workflow of event planning - the event goal is the core, and event creativity is only a means to achieve the goal.

1. Clarify the activity objectives

2. Propose activity ideas

3. Produce activity plan

4 Common Activity Goals

Attract new customers

Promote activation - cultivate user habits and increase product stickiness

make a deal

Spread - forward, share, etc.

The activity conversion process behind the 4 goals

Channel - Display activity information

Conversion – attracting users to participate in activities

Outcome - leading to a specific behavior

How to quickly come up with activity ideas

If you want to do a good job in an event, you must accumulate a lot of event ideas.

2. How to play the activity

1. Punch card, sign in - intrinsic motivation: desire to achieve change or gain benefits through persistence

2. Tests and answers - intrinsic motivation: people are eager to understand themselves and the unknown, to gain certainty, and to be recognized and prove themselves.

3. Guessing - Intrinsic motivation: likes to predict and speculate

1. PK, ranking-intrinsic motivation: desire for challenge, victory, recognition or proof

5. Collection - Intrinsic motivation: showing oneself and satisfying the desire to talk

6. Collecting - Intrinsic motivation: collecting addiction, obsessive-compulsive disorder

Build confidence first, adjust the probability of certain elements, control costs, and increase fun

Create a topic and form secondary communication

7. Red envelopes, lotteries - intrinsic motivation: to gain benefits, try your luck, risk a small fortune, etc., the risks of the activities must be controlled. Don't make a habit of using material rewards to increase event participation.

8. Mini Games - Intrinsic Motivation: Get Fun

3. How to double your creativity

Method 1: Activity Idea 1 + Activity Idea 2

Increase the attractiveness of the event. The number of event ideas should not exceed 3.

Method 2: Take advantage of the hot spots: event creativity + current hot spots

Find hot spots → cut into hot spots

Predictable hot spots - schedule predictable hot spots

Holidays (be careful during Qingming Festival and Zhongyuan Festival)

Big Events

E-commerce big promotion day

"Menstrual" topic

Unpredictable hot spots - Use tools to discover unpredictable hot spots

Baidu, Weibo, Toutiao, Zhihu and other hot search lists

New Media Manager, New List, Xigua Assistant and other one-stop hot spot tools

How to tap into hot spots - extract N elements from the hot spots and combine them with activity creativity.

for example:

Test/Questions+Chinese Valentine's Day Hot Topics

Test whether you can fall in love?

Use the activity self-examination checklist to screen activity ideas. Can this idea help achieve the goals of this activity? Is the idea relevant to the company’s core products and business? Are the target users interested in this idea? Do the benefits of participating outweigh the costs?

4. “Menstrual” creativity

In the current cultural environment, people constantly discuss, care about, and regularly erupt psychological needs, which are called "menstrual" needs.

1. The need to regain control due to external pressure

White-collar workers are controlled day after day, and they happen to see the behavior of breaking free from control, and they have a brief fantasy of regaining the sense of control.

The experience of imagining something is similar to the experience of actually doing it.

Key method: Find the external forces that control these people and help them get rid of them temporarily (such as calling on people to give up, calling on people to be themselves, creating idols of success, etc.)

Responsibility and freedom are in eternal conflict.

The way to resolve conflicts is to fulfill responsibilities in actions and yearn for freedom in thoughts.

2. Nostalgic needs caused by role changes

The constant changes in roles, identities, and environments make people feel discontinuity in their lives, making it difficult for them to confirm "who I am". This makes people's role identities vague, which easily triggers nostalgia.

Using nostalgia to help people break this "discontinuity" and make them feel that I am still the same as I was in the past, only two questions are needed: 1. What do I want users to do? ② Is this thing I want him to do similar to what he did in the past?

For people whose identities are constantly changing, nostalgia is a menstrual need that is easily aroused on a regular basis.

3. Equal rights movement brought about by power distance

Power distance: Tolerance of social class inequality

Provide rationalizations for equal rights movements or help users satirize those who advocate for power.

4. The need for spiritual rebirth brought about by the increase in the threshold of feeling

The need for spiritual rebirth in a materialistic age

Deprive others of a sensory need that is being oversatisfied during an activity

5. The need to defend rules brought about by changes in social evaluation standards

People should be able to hold high positions and get opportunities based on their abilities rather than their qualifications.

The alternation and defense of old and new rules is an important "menstrual" need that exists for a long time and waits to be stimulated.

Accurately identify the various rules that this group is hotly debating and position yourself on the side they support.

5. How to write a good event planning proposal

7 elements of event planning

Element 1: Activity Objectives

Attract new users - number of registrations and number of followers

Promotion-Login, Sign-in

Transaction-sales volume, order volume

Communication - number of reposts and shares

Set quantifiable activity goals

① Make event planning traceable

② Make the activity execution smoother

③ Make the use of activity resources more accurate

How to set quantifiable activity goals?

①Look at most of the past activity data

② Check the achievement of KPI

Element 2: Activity theme - can be written in the form of a title

Use one sentence to highlight the highlights of the event to attract users to participate in the event

Element 3: Activity time

Event start time:

1. Predictable hotspots occur 1 day before small hotspots and 7 days before large hotspots

2. The sooner an unpredictable hotspot occurs, the better.

3. The time that your product users are more concerned about, such as ticket booking apps and ticket grabbing software during the Spring Festival

Event End Time:

1. Based on historical data, consider when the number of user participation began to drop sharply and when the activity goals can be achieved.

2. The activity usually lasts 1-7 days

Element 4: Activity Creativity

What is the gameplay/creativity?

What is the highlight of this idea?

What kind of target customers?

Element 5: Activity Process - A key link for users to participate in activities

Keep the activity flow as simple as possible. After designing the activity flow, think about whether you can reduce the steps.

Give priority to lighter forms of activities. For example, if there are H5, posters, articles and other forms to choose from, it is not necessary to do H5. Try to use some third-party platforms with mature templates instead of developing H5 pages separately, such as Renrenxiu and Yiqi.com.

Element 6: Promotion Channel

Channel (displaying activity information) → conversion (attracting users to participate in activities) → results (guiding them to achieve specific behaviors)

APP, Banner, pop-up window. push, PC website, social network, new media account, SMS, Baidu SEM and other third-party promotion channels

Element 7: Activity Budget

Cost of promotion channels

Costs of technology, design, content and other resources in the activity process

Prize Cost

APP activity operation: 27 kinds of title writing routines

1. Theme type: directly tell users what the theme of this event is?

2. Welfare type: directly let users see that there are benefits to be gained

3. Counterintuitive: The information in the title (usually two types) seems to be contradictory or conflicting and contrary to common sense, but the strong contrast highlights the important information. We are here to help you achieve this.

4. Free style: As long as the title contains words such as "free" or "free for a limited time", most users will be more interested. Don’t miss out on free things!

5. Discount type: Products are discounted to give users benefits.

6. Money-giving: giving money to users, free first order for new users or giving coupons of corresponding amount, etc.

7. Challenge: Challenge users to arouse their competitive spirit

8. Sharing: Share interesting and fun activities with others

9. Prize-giving: Use prizes to increase participation in activities

10. Resonance type: Use similar scenarios to evoke scenario modules in the user's memory, thereby driving the user's emotional experience.

11. Recommendation: Directly recommend relevant activities to users

12. Buy one and get another one for free

13. Emotional style: Use some emotional words or sentences to express emotions

14. Emotional style: Use people’s feelings or emotions to write activity sharing titles to seduce users’ desires.

15. Chicken Soup Style: Use chicken soup to write the activity sharing title to resonate with users.

16. Festival style: using statutory holidays or artificial holidays as a gimmick for activities

17. Topic-based: Use a topic that a user is interested in as the activity sharing title to increase attention to the user's activities

18. Leverage: Leverage on popular events and topic elements to write headlines to increase the speed of dissemination of activities

19. Homophonic style: It is helpful to use the homophonic of well-known idioms or proverbs as the title of the activity analysis to increase the fun and dynamic elements of the activity

20. Win gifts: Participate in activities to win gifts, such as finding bugs in Jianshu to win gifts

21. Use numbers wisely: Use numbers to bring a certain impact and appeal to users, so that users are attracted to the activities and can accurately capture the important forms of the activities.

22. Use the time element: limited time events

23. Group effect: For activities targeting a certain user group, take into account the characteristics of the group when writing sharing titles

24. Celebrity Effect: Use celebrities to attract users’ attention and participation

25. Personal experience: The user shares that he/she has experienced the activity and received corresponding prizes, and calls on other users to participate, which increases the authenticity of the activity.

26. Cut into life scenarios: Cut into a user's life scenario and make the user feel that this activity is useful to them

27. Special experience: From the user's perspective, give users some special experience

6. How to fully execute an activity

Workflow of activity execution

Before the event goes online

Sort out the material and requirement lists and implement SOP

Event planning → Material requirements list → Event execution SOP

Output activity execution SOP

Determine who will be responsible for completing each task and when it will take

Determine the order of priority of tasks

Group together tasks that use the same resources or are of the same type

Communicate needs and adjust plans

Execute SOP and promote progress

Test activity process and prepare for launch

Synchronize activity information (email):

What is the format of the activity?

What is the event time?

Who should I contact if I have any questions about the event?

Event FAQs

Activity is online

Event publicity & promotion launch

Optimize and adjust based on data monitoring results and user feedback

Collect materials and spread them again

Activity offline

The event page is offline

Results confirmation and announcement, prize distribution

12 pitfalls for beginners in event operations

1. Because one activity significantly increased the number of users, this method was used later

2. In order to achieve KPI, let’s organize an event!

3. The activity was launched without detailed testing

4. Miscalculating cost budgets

5. Give up if the budget is insufficient or the target is too high

6. Following the wrong hot spots, hot spots are positively correlated with the core value of the product

7. Focusing on event design and neglecting event promotion

8. Not understanding the user structure and carrying out the same activities for all users - designing a tiered activity plan based on the differences of users to maximize user value

9. Failure to provide customer service training - A detailed and standardized FAQ reduces communication costs

10. Failure to monitor data in a timely manner after the activity is launched

11. Suspecting that the other party is a water army and struggling whether to issue a reward

12. Never review an activity

Event Operation Notes - Practice More, Be Bold

You must try your best to participate in more and more important projects to train yourself.

If content operation and user operation are the most basic skills, perception and heart of operation, then activity operation, project coordination and project management will improve the ability of operators in an all-round way.

Skills involved: planning, execution, coordination, copywriting, coordination, maintenance, summary, review

The most important key point: write good promotion copy for any activity, and make the most important shot for the activity to go online

Many users have no interest in reading such a long copy and close it halfway through.

When doing any activity, first try to attract as many people as possible to participate through any means. After a large number of users are involved, you can use other methods to increase users' understanding of the rules and prizes, rather than setting a high reading threshold from the beginning.

In the era of mobile Internet, users receive a large amount of fragmented information, so their ability to receive information has actually decreased. Therefore, when conducting activities and disseminating information about activities, if you can tell users one thing, don’t say two things; if you can explain something in one sentence, don’t use two sentences to explain it.

Don’t expect to cram a lot of information into your users in a short period of time. This is a naive and unrealistic idea.

7. How to conduct an effective activity review

We must think about various issues with user value at the center. Whether it is operation or marketing, the first element is always "creating user value" rather than "consuming user value."

The purpose of reviewing is to summarize experience and understand which links can be further optimized so that the next event can be done better.

Activity review report

1. Review the activity goals

2. Analyze the results of the activity

3. Draw conclusions from the activity

Review the activity goals - how effective is the activity and whether the activity goals have been achieved

Analyze the results of the activity - sort out the data results related to the activity goals, and then analyze the reasons for these results

Activity Operation Data Report

Number of views - PV number of the activity page: historical number of views and number of people, today's new number of views and number of people

Participation number - records the user participation level at different times during each stage of the activity launch

Number of winnings - monitor the rationality of the winning probability, risk control

Number of shares - an evaluation of the quality of the entire event, such as event content, form, prize channels, etc. - only when it meets the tastes and needs of users will there be more sharing opportunities

User Data

Gender analysis: accurately identify the target user, whether they are male or female

Regional analysis: including the province and city where the users come from, and drawing regional heat maps for operations

Data is both indirect and direct productivity

An excellent and complete activity operation data report can provide a basis for summarizing the success or failure experience of the operation.

Give conclusions of the activity - guide subsequent activity planning work and how to adjust and optimize it next time.

Related reading:

1. How to make a good APP online activity promotion plan?

2. Online event promotion: Grasp these 5 points to increase user engagement

3. Online event promotion, 100,000 users in seven days!

4. How to make a good online event promotion plan?

5. The event promotion planning process is not clear? Come in quickly!

6. Event promotion plan | Key points about event design and traffic considerations!