Event promotion and operation: How to conduct a complete event review?

Whether it is an online or offline activity, whether it is from the perspective of attracting new users or from the perspective of publicity and promotion, as an operator, event planning and event operations are always inseparable.

There are many forms and ways to play activities, but generally speaking, before the activity starts, you need to confirm the needs, break down the goals, and communicate resources; during the activity, you need to warm up the activity, release channels, develop and test, and make adjustments at any time. Finally the event is over, is it over?

Of course not. The end of the event does not mean the end of the party, but the beginning of another battle. We can first list what should be done, as shown in the figure:

A simplified flow chart of an offline event

Why do we need to review the activity?

No progress can be achieved overnight. Continuous but small improvements accumulate and can significantly improve the effectiveness of activities in the long run. If you can learn from your success, you can learn even more from your failure.

Internally: Internal communication to reduce the risk of failure of the next event

Have the objectives of the activity been achieved and to what extent? Is user interaction during the activity not smooth enough? Where can it be optimized? What emergencies may occur during activities and what are the solutions to these emergencies? What causes fluctuations in activity data?

You can answer some of these questions, but there are others that you obviously cannot answer on your own.

In the work of operations planning, there are rarely completely independent work items. Since the previous execution phase was completed by the team together, the activity summary part should certainly not be completed alone.

Everyone in the team has a different perspective and overall understanding of the event. For example, the designer will focus on whether the pictures taken are attractive and beautiful enough; R&D will focus on whether there are any bugs on the event page or whether there are any potential risks; business and marketing will be concerned about whether the effect shown by the event is eye-catching enough.

Only by considering the opinions and improvement plans of multiple participants can the risk of failure be reduced in the next event.

Externally: Set up technical barriers and optimize publicity channels

A review summary can help you understand the overall market trends during the event. Are there competitors copying your campaign? If so, you can set up some technical barriers in advance for the next event to increase the difficulty of replication.

The "Personality Label Test" that was once very popular on WeChat actually has many different versions.

If no competitor copies it, then during the event, will there be users submitting feedback, or will better channels emerge? These questions all require us to make a complete summary of the activities.

Three steps to review your activity

Data preparation

Before calling everyone together to summarize the event, operations planners must first prepare for the meeting: data. Data is the basis of the review meeting, so what data do we need to prepare?

If a special promotion on an e-commerce platform has just ended, the data we need to prepare are as shown in the figure:

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What do these data reveal?

1. By comparing the data during the non-activity period with the activity period, we can understand the influence of the activity on customer purchases.
2. Comparing the data after the event with the data during the non-event period can help you understand whether the event has a significant overdraft on customer purchases;
3. The data from the warm-up period can show whether the event promotion channels are appropriate and the influence of each channel on the event promotion;
4. By comparing the refund rate during the event period and the non-event period, we can know whether the main product promoted during the event is suitable;
5. …

I have simply listed four issues that can be analyzed. Of course, more can be summarized from these data.

Analyze the advantages and disadvantages

With the data in hand, you can start calling meetings. Before the review and summary meeting begins, there is one sentence that must be remembered: "Solve the problem, find a solution, and refuse to blame yourself." Every activity will have various problems. What happened has happened. All we can do is to make up for it and learn lessons. Blaming ourselves or others will only unbalance the team's mentality and will be of no use.

What are the advantages of an event? To find them out, you need to ask yourself and your team the following questions:

• Was there any good feedback from any user during the event?
• Throughout the whole process, from the early stage setup to the later stage finishing, from team collaboration to making up for mistakes, are there any merits?
• Which link takes less time, has higher quality and progresses smoothly?
• Which channels, tools or resources played an unexpected role?
• What do you think went well?

The advantages can be noted down for later reuse, and the focus is on the next step - reflection on the shortcomings of the activity:

• What is missing from the activities? How to solve it?
• Is there any mistake that could have been avoided?
• Where are the errors that occurred due to communication reasons?
• If it fails, what went wrong?
• Are the activity objectives clear and reasonable?

Finding the answers to the above questions may only be the beginning, but we can already conduct a more in-depth analysis. For example, if the number of views on the warm-up page is low, then we can think about whether the entry copy is not attractive enough? Or is the focus of the picture not clear? Or is there a problem with the promotional distribution channel? Not having a clear understanding of your user groups?

Writing down the problems and solutions is the core of a review.

Develop an improvement plan

A review with only a summary but no plan is incomplete. If you want to achieve the effect of "the song ends but the people stay", then you also need an improvement plan.

In the activity review report, in addition to presenting the activity introduction, activity effects, publicity, summary and so on, the most important thing is the improvement plan. If there is no plan, the summary of advantages and disadvantages will become untargeted, and the entire review will become repetitive and ineffective.

How to make improvement plan? It’s very simple - list the solutions to the problems and specify the responsible persons and time nodes. The next step is to track and implement these matters.

Conclusion

An event needs to have a beginning and an end. If you just list a column of data and post some photos of the event after it’s over, the whole event will become a failure. Using the three steps above to conduct a complete and effective event review should help your event achieve the effect of “the song ends but the people stay”.

Related reading:

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

7. Summary of promotion and operation of more than 100 events!

8. Event promotion and operation: After I have done more than 100 fission events...

Author: Fulu Network

Source: Fulu Network