Event promotion and operation: Tips on how to increase the success rate of events!

For those of us who are engaged in operations and promotion , our daily work is mostly organizing activities, which can be broken down into: attracting new customers, paying, being active, generating traffic, and so on. The expectation of organizing activities is to make them a success and achieve the expected goals of the event operations.

For example, I recently organized a check-in activity with the aim of increasing user activity and increasing the exposure of other mini-programs. However, some unexpected situations occurred during the event. In the end, a few of us reviewed and summarized the situation, and combined with our previous experience in organizing events for clients, we further understood the operation of the event.

This article takes the check-in activities we have done as the starting point, and combines it with previous cases. It explains to everyone how to make the event a success from the perspective of the most inconspicuous but most important link in event operations - the selection of target users.

When many students find that their activities are ineffective, it is not because there is a problem with the planning of the activity, but because there is a deviation when selecting the target users.

Three aspects:

• ① What impact do the selected target users have on the activity?
• ②How to choose the target users for the activity
• ③ Tips for planning activities in advance

1. What impact does the selected target users have on the activity?

Non-target users are forcibly pulled in by the event, which is equivalent to robots. They have no value at all and are even considered fake if they are just for popularity. This is the most intuitive feeling our event gave me.

In order to ensure that the event seemed somewhat popular, I specially invited some users who were not the target users of this event to participate; after the event went online, these people almost all looked as if it had nothing to do with them. Although it looked relatively good in terms of the number of participants, the zombie behavior of these people directly made me feel very disappointed.

Fortunately, after the event was launched, 20% of users still liked to participate, and the final event operation results basically met psychological expectations, which was a comfort to me.

The fact that so many people are not participating reminds me of a community activity I did before. It was a little different from the check-in activity. The rewards given out were physical objects, but the effect was very poor.

In order to bring the community to a minimum of 300 members, according to the original plan, new users will be attracted through old users.

Activity plan: Invite 30 people to join the group, and give away a physical prize worth 130 yuan when the task is completed.

When the event was launched, there were already nearly a hundred people in the group; assuming a participation rate of 5%, the number of people in the community will grow to 250, and through fission activities, there will be no problem in reaching 400 people.

But when it came to the gift-giving activity, only one person out of 100 people participated, and he attracted 30 people in minutes, while the others did nothing.

Is it that the prize of a hundred yuan is not attractive enough? It would definitely be too late to find new users and form a group, so there was no choice but to exchange the prizes. The physical prizes were directly replaced with recharge cards worth 100 yuan. As a result, the group was full in an instant.

This is a blessing in disguise. If it were a large-scale event, once the advertising news was released, it could not be modified and the result would have ended in failure.

Therefore, the safest way is to select the right target customers. If you select the right target users and have a high activity participation rate, the expected effect will not be too bad.

2. How to choose the target users for the activity

Two standards:

1. There must be a certain demand for the prizes. This is the most important point. If users have no interest in the prizes and are trying to attract monks with a comb, it will definitely be a bad activity.

2. I am more active in life. I am a counter-example. I will not participate in any online activities. I need to find fun and interesting activities on the Internet or public accounts, and I will be willing to participate in them. Prizes are secondary. The main thing is the process of participation. I will share fun activities with friends. Otherwise, people like me are very bored in life and will not participate in them even if the prizes are interesting.

Take the previously popular lipstick machine as an example. The target users are naturally young ladies. If it is recommended to straight men like us, it will most likely end in tragedy. If the prize is a digital product, it may be different.

Some companies select target customers first and then choose prizes, but this time we will introduce a method of selecting prizes first and then finding users.

Back to my check-in activity, in addition to inviting users to participate, I also set up additional rewards. As long as you are the first batch of users to register, you can get a certain reward. As long as you are a registered user, the participation rate is close to 100%.

3. Tips

Selecting the right target users is only a prerequisite for a successful event. This can only be said to be a good start, but there are still many small things to do if you want the event to achieve the expected results.

①Overall planning

In the past, many of my friends adopted a "hands-off" approach to activities. They did not think anything through and just created various groups. After creating groups, they saw that people were not active and then started designing active activities.

After becoming active, I don’t know what to do next. By the time I figured it out, my popularity was gone.

② Reasonable planning

What actions to take and when all need to be planned in advance. Generally, before we do an activity ourselves, we will make a schedule. It won't be very detailed, but there will be approximate time points and relevant responsible persons. Everyone must confirm their responsibilities before the activity begins.

③Execution

Once the activity is launched, without good execution, the activity may fail.

④ Luck

We have done everything we can, and success depends on God. It's not about making excuses or preparing a plan B. It's just that things really don't work out. It's just that I'm really unlucky. It has nothing to do with anything else.

Summarize:

The target users have been identified, the plan is very suitable, and there will basically be no problems with the activity.

Related reading:

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2. New media planning and event operation tool library!

3. APP promotion and operation: How to maximize the effectiveness of your activities?

4. Event promotion and operation: 8 hot-selling creative forms of H5!

5. APP promotion activities: How to plan a screen-sweeping event?

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: Wandering Master

Source: Wandering Master