Event Promotion Planning: How to organize a complete and efficient event?

This is an era where "content is king". New media operations should output substantive content and generate "traffic".

So how do you plan a complete and efficient event plan?

1. Activity Background

The background of the event is whether you can plan the key points that will trigger everyone's participation in the event. The main value factors that influence the event background include: product data, market hotspots, competitor dynamics, target population, and leadership opinions.

1) Product data

Changes in product data are issues that leaders and colleagues will definitely be concerned about. Using product data as the starting point for describing the background of an activity can quickly draw their attention to the activity.

Note: Once you have determined the key data that you want to improve through event planning, you must also think about how to optimize the related data through the event.

2) Market hot spots

Market hotspots have a very significant data-enhancing effect on event planning. The reason is that hotspots can shorten the distance between the event and users, allowing users to perceive that the event is related to themselves.

Hotspot classification:

① One category is predictable, such as the Spring Festival, Valentine's Day, Double Eleven, and Mid-Autumn Festival;

②The other type is unpredictable, such as the Chinese men's football team entering the World Cup and Xi Mengyao falling during the Victoria's Secret Fashion Show.

Note: Generally speaking, unpredictable hot spots are not suitable for planning activities. It depends on the flexibility of the company team.

3) Competitive product dynamics

Through in-depth observation and analysis of competitor activities, you can qualitatively determine the effective types of activities. If you can quantitatively provide performance data of competitor activities, I believe the background description you write based on competitor activities will be more convincing.

Note: This angle is more suitable for companies with market tracking strategies. It also conforms to the decision-making habits of most leaders: "Are there similar successful cases in the market?"

4) Target audience

Sometimes we organize activities just to meet the needs of users, or to improve the behavioral data of a certain group of people on the product.

Notice:

■ When can we consider meeting user needs?

When a large number of users express very strong desires or when a certain trend appears in the data, we can use activities to verify the needs of this group of people.

■ In what situations is it necessary to consider improving the behavioral data of a certain group of people on the product?

Because the activity of a certain group of people on the product has great commercial value to the product and has a driving effect on core data, it is worth it for us to plan separate activities for them.

2. Activity Theme

Four dimensions to determine the theme of the event:

In addition, interesting, scene-based, and suspenseful writing must also be considered as a reference standard.

3. Purpose of the activity

Based on the AARRR user growth model, the common operational activities currently include:

Notice:

How to set the value of the operation indicator:

Competitive product indicators: If it is the first event, it is recommended that the data be 10%-20% higher than the competitive product. Establish traffic funnel and estimate conversion rate.

4. Activity time

It should be determined based on the product type and characteristics. The activity time is as follows:

Everything has a life cycle, and the advantage of the life cycle is also mistakenly regarded as the "bonus period". The high stage is the best operation period. At the same time, combining with new media channels such as Baidu, Tencent, Sohu, Toutiao, NetEase News, etc. to carry out large-scale publicity and traffic, we will definitely plan an efficient event plan!

V. Activity Form

First, let’s take a look at the most common pitfalls in activity formats:

① The activity plan is too simple. There was no detailed explanation of the event prizes and distribution methods, the event rules were not clear, and there was even a mismatch between the event format and its purpose.

② The activity planning is too complicated. The activity description has poor logic, lacks focus, has too many routines, and has complicated rules and steps, which gives people a sense of insincerity.

Have you "got into the pit"?

Today I will share with you the common activity forms of 5 types of products: tool type, e-commerce type, Internet finance type, content type, and education type.

1. Common activity forms of tool-type products

Their activities are mainly planned by product managers and market channels, and the purpose of the activities is mainly to attract new customers, retain existing customers, and promote activation. Features of the activity: simple and crude form, crazy spending of money in the early stages of the product, and extremely long activity cycle.

2. Common activity forms for e-commerce products

E-commerce operation formula: transaction amount = traffic conversion rate + average order value + repurchase rate + sharing rate.

3. Common activity forms for e-commerce products

The operating formula for Internet finance is: investment amount = traffic conversion rate single investment amount repurchase rate sharing rate.

4. Common activity forms for content-based products

It mainly revolves around indicators of content production and content dissemination. For content product activities, the investment in event prizes is not large, and it mainly tests the operator's theme planning and content packaging capabilities.

Note: Whether your operation purpose is to guide users to produce content or to disseminate content, it should be carried out based on product content units.

5. Common activity forms of educational products

Main operational purpose: Mainly focused on improving course sales conversion rate.

5 common types of Internet product activities:

Use the TIP model to refine the form of activities

Elements that the event format needs to meet: ① Effective marketing tools; ② Interesting interactive scenes; ③ Intriguing product packaging.

■ Marketing tools (How to get users to buy like crazy?)

It is mainly set up by taking advantage of the users' profit-seeking mentality. It is the hook for activities to capture users and the bridge that operations build between commercial purposes and user behaviors. Common marketing tools:

① Red envelopes, including full-reduction red envelopes, no-threshold coupons, cash back coupons, cash red envelopes, etc.

② Discount coupons, with online settings, category restrictions, etc.

③ Newbie privileges, including experience money, reservation coupons, etc.

④ Exchange vouchers, course exchange vouchers, hotel exchange vouchers, etc.

⑤ Virtual services, membership, points, traffic packages, etc.

⑥ Physical objects: As long as they are what users need most in a certain scenario, they can be used as marketing tools, such as roses on Valentine’s Day.

Three principles for determining marketing tools for activities:

First, choose marketing tools based on operational objectives

Second, choose marketing tools based on the user life cycle

Third, refine your marketing tool usage rules

■ Interaction (how to make users more willing to participate in activities?)

Marketing tools are distributed through various interactive scenarios to increase users’ sense of participation and cost in the process of obtaining marketing tools, thereby enhancing the sense of value of marketing tools in users’ minds.

1) Common forms of interactive marketing activities: ① Group buying; ② Bargaining; ③ Flash sales; ④ Lucky draw; ⑤ Free gifts for purchases over a certain amount; ⑥ E-commerce.

Note: When choosing an interactive scenario, you need to match it with your own operational goals. If your operational goal is to increase the average order value of users, then you should use free gifts and e-commerce scenarios. If your goal is to increase the number of users, then use interactive scenarios such as lotteries and bargaining.

2) Four core features of effective interactive scenarios: ① There is a threshold; ② There is a probability; ③ There is feedback; ④ There is fun.

■ Content packaging (How to make users more willing to spread the activity?)

TIPS: There are three key words for planning activities

Reference: No plagiarism. Pay attention to collecting high-quality event cases and use them for inspiration when planning.

Leverage: refers to internal resources, or controllable external cooperative resources, which can amplify the effects of activities.

Taking advantage of the situation: refers to the situation of the external environment, such as discussion hotspots, industries, countries, policies, etc.

Has the above helped you better understand new media operations and learn event planning?

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9. A complete and effective event planning plan!

Author: Li Xiang

Source: Li Xiang Artistic Form and Artistic Meaning