How to warm up for event operation and promotion?

A complete event includes four links: preliminary preparation, event warm-up, event execution and event review. Each part is closely linked to each other. If there is a problem in any link, it may affect the success or failure of the event.

This article will start with the complete event process, explain in detail the importance of event warm-up, and analyze the commonly used methods of event warm-up. You can put it into practice after reading it.

1. Complete activity process

Complete activity process

The purpose of the event must be clear. Is it to attract new customers, promote activation, or retain existing customers? Only when the purpose of the activity is clear can the subsequent process proceed smoothly. Generally speaking, the purpose of an event should not be too scattered. It is enough to determine one or two purposes, and the entire event should revolve around a clear theme.

Conduct market research and competitive product analysis based on the determined activity theme, formulate an activity plan, and revise the plan after analyzing its feasibility.

After the activity plan is produced, the preheating time, format, and creative points are designed according to the key time nodes of the activity, and then the material distribution channels are determined and distributed according to the previous plan. After the first round of materials are distributed, pay close attention to collecting activity opinions and revise the activity plan based on these opinions.

When the activity is in progress, in addition to following the planning process, it is also necessary to monitor the data, respond promptly to problems reflected in the data and make adjustments.

After the event is over, we must also do a review and divert traffic to the next group of users as much as possible.

Because the focus of this article is to analyze the importance of event warm-up and provide executable methods, the last two steps will be omitted.

2. The importance of activity warm-up

We often see that some activities seem to become popular without any preheating, such as Tencent's "Catch Monsters Together", NetEase's "Breeding Manual", QQ's "My QQ Tracks"... They all achieved huge success as soon as they went online; while other activities tried all kinds of ways to promote them, but the final results seemed to be unsatisfactory.

Why can some activities attract people's attention without any preheating, while other activities have no improvement no matter how they are operated? Is it true that there is no preheating for the hot-selling event? You can read the following content with these two questions in mind.

In my opinion, there is no activity that does not require warm-up. The warm-up action has at least the following two functions.

First, build momentum for the official event. Take the online education industry as an example. When a new product is released or a new course is launched, they will choose their own public account platform, their own course consultants and other publicity channels to warm up the event, create a hot event atmosphere, arouse users' curiosity and expectations about the event, and thus attract more user attention.

"Yila Reading" preheating countdown poster

Second, provide direction for the revision of formal activities.

During the warm-up phase, you can expose the highlights of the event directly to users, and use data to evaluate whether these highlights can attract users. If the preheating effect is good, the scale of the activity can be appropriately expanded (for example, adding more backup groups to group fission activities and setting up more assistant numbers); if the preheating effect is not good, it is necessary to reflect on whether the activity settings are reasonable (such as the activity form, the setting of the activity process, and the selection of activity highlights), and flexibly adjust the formal activity according to the preheating effect.

In addition to the superficial purpose of creating atmosphere and attracting users, the deeper purpose of event warm-up is to conduct a small-scale test of the formal event and modify the event based on the results. Its importance is self-evident.

3. Know how to leverage momentum when warming up for an event

Since event warm-up is so important, how can we do it well? Sometimes, "living by the weather" is a good choice.

Let me tell you a real example. A reading club wanted to hold an offline sharing session to share the reading club members’ experiences of going to school. In the initial promotional stage, the organizers only used "walking" as the highlight of the event to announce the event, and both the number of article readers and the number of registrants were very small.

Re-do the warm-up activities

After discussion and reflection, the organizers decided to use the popularity of "World Museum Day" to do a wave of pre-promotion for the sharing session. The response was good, and the number of registrations was four times the previous number.

When running an event, it is important to start high. Choosing a better entry point during the warm-up phase can save more effort for subsequent event promotion. If users emotionally identify with an activity, it will also make it more convenient to execute it.

4. Common methods for warming up activities

The most common way to warm up an event is to take advantage of holidays. Because the time of holidays is fixed, as long as you combine the form and tone of the formal activities in the early stage, plan the warm-up rhythm and content, and take corresponding actions at specific time nodes, you can complete the warm-up link well. Please note that the holidays mentioned here include JD.com’s 618, Taobao’s Double Eleven and other special times that everyone pays attention to.

Things to watch out for in June

Another approach is to follow hot spots. During the online stage of the activity, you can pay close attention to current hot events and take corresponding actions in response to them.

For example, the Cai Xukun incident that everyone knows about recently. After Cai Xukun became the NBA ambassador, someone made a ghost video of Cai Xukun playing basketball and posted it to Bilibili, sparking a lot of discussion; the background music in the video, "Just Because You Are So Beautiful", also spread across the country because it was misinterpreted as "Ji Ni Tai Mei". At this time, a game called "Ji Ni Tai Mei" came into being. One month after the game was launched, it ranked third on the App Store free game list. I have to admire how quickly game developers respond to hot topics.

Screenshot of the game "Chicken You Are So Beautiful"

This is the end of the content related to the event warm-up.

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Author: Xiao Liangyou

Source: Xiaoliangyou