5,000 words of in-depth information to reveal the secrets of offline event promotion!

When it comes to organizing events, it is a love-hate word for many people. If you do it, you’re afraid that you’ll spend money but won’t get any sales, and you’ll be exhausted; but if you don’t do it, you won’t be exhausted, but you’ll have even fewer sales, and you’ll be scared to death. Therefore, many people are seeking advice and advice everywhere, asking themselves how to design a good event!

If I were to use one sentence to evaluate what makes a good event, my understanding would be: using the right people in the right place to do the right planning and execution, attracting the right customers, achieving the right sales, and achieving the right performance goals. This statement has deep philosophical meaning and feels like nonsense, but it is just such a truth. It can be regarded as a small summary of my own experience in activities. I hope everyone will slowly appreciate it.

At the same time, we say that good activities are designed, and this statement is applicable everywhere. But in reality, there is no one-size-fits-all formula for designing a good event. Instead, there are some basic rules that must be followed. In the following we will explain these basic rules, hoping that they will be of some practical help to relevant practitioners.

Consumer goods companies have been thriving for many years. They have gone through the first half which was full of market opportunities and are gradually entering the second half which requires intensive cultivation. This requires that companies must also be meticulous in their activities to improve performance. There are many types of activities. Here we will focus on some rules for operating offline popular activities in the durable consumer goods industry, which has relatively high unit prices.

First of all, what is an activity? There may be a hundred different answers in the eyes of a hundred people, but the activity I understand is to make the brand come alive, get customers moving, and then make the brand live in the actions of customers to achieve current or future sales growth. This requires us to adhere to two points when organizing activities: the first is differentiation. If people are not differentiated, they are just passers-by. Similarly, if activities are not differentiated, brand will become Brand A. The second point is that the activity must be fully planned. Because events cannot be repeated, and every event is broadcast live, any obvious mistakes cannot be made up for.

Based on these two points, when we are planning an offline blockbuster event in the durable goods industry with a high unit consumption value, we must adhere to the 13 basic rules of the event. I have summarized them below.

⑴Activity design should be based on a basic principle: plan carefully before taking action

⑵ The whole activity should establish a risk awareness: prevent trouble before it happens

⑶ Two effects should be considered when planning activities: breathing effect and splash effect

⑷ Activity measurement should focus on three aspects of customers: demand, relevance, and trust

⑸ Active anatomy should consider 3 elements: time, space, and angle

⑹ The activity involves three aspects of contact: into the eyes, into the heart, and into the hands. This explains:

Eye-catching: the activity should be good-looking, so that customers are willing to watch, listen and interact;

Touching the heart: the design of the activity should have attitude, be heartfelt, and make her remember it.

Purchase: When a customer sees the product and feels that it is valuable to her and is exactly what she wants, her chances of purchasing it are greatly increased.

⑺The four key words in the activity series: water, tongue, cloud, power

I would like to elaborate on the four words "water", "tongue", "cloud" and "force" here. In fact, they are just the two words "activity" separated into two parts.

Water: This means that the activity needs to store water, and water is flow, so that customers can gather continuously like the flow of tap water.

Tongue: It means that the activity should be able to gossip. During the event, you should organize some topical or even controversial events from time to time to let them talk about it. This will make the event easier to attract attention and popularity.

Cloud: refers to cloud data and cloud communication. The cloud here can be directly understood as online communication. If we understand offline activities as points, then online communication is the surface. When we organize activities, we must use the points to lead the whole.

Force: refers to the strength. Here we mainly refer to the three strengths of the activity, one is execution, another is communication, and the other is attraction. Internally, it assesses execution capabilities; externally, it tests communication capabilities; and externally, it tests attractiveness.

⑻The four core elements of the activity experience: more, faster, better and cheaper.

⑼ Four points of event products: traffic products, main products, image products, and competitive benchmark products.

⑽Four elements of event communication: language, sound, video and images.

⑾Five key words for activity communication: lure with benefits, enlighten with reason, appeal to emotions, attack with hearts, and control with harm.

⑿ 6 screens (flat/review) for event communication: mobile screen, computer screen, TV broadcast screen, movie screen, print ads (newspapers, magazines, offline print ads, etc.), reviews (customer word of mouth)

⒀ Seven rates of activity effects: traffic rate, store entry rate, experience rate, transaction rate, linkage rate, invitation return rate, and referral rate. These 7 rates also constitute a sales funnel.

Below we will use 1 basic principle of the event and 7 rates of event effectiveness as a framework, and integrate the other 11 basic rules to talk about the basic rules that should be followed to create an offline hit event.

Beginning: Plan before you act

There are actually many synonyms for "plan before you act", such as start with the end in mind, result-oriented, top-level design, think it over before you act, etc. As far as event planning is concerned, it is necessary to design and implement activities for target areas and target customers strategically and rhythmically. The core includes the two key words "plan" and "act".

Planning means that the activity should be thought about from the root, and it should be clear what the activity is going to sell, to whom it is being sold, and how it is being sold. Think about how much time you need to invest, how much resources you need to invest, and how much return you hope to get. It is like buttoning your clothes. The first button is the strategy. If you button it wrong, everything will go wrong.

To plan, you must first understand the breathing effect and not work in isolation. What is the respiratory effect? ​​If you want to exhale something, you must first absorb a lot of nutrients. My habit is that to come up with a plan of a thousand words, I often need to absorb materials of a hundred thousand words. For example, I should understand "who the hell I am" (this is not a curse word here). Understanding myself means understanding the company itself and knowing the advantages and disadvantages of my company; understanding her means understanding the competitors so as to avoid the strong and attack the weak; understanding mom means understanding God (mom here means customers, which is God), understand who our customers are, what their needs are, where they are, and so on. Therefore, we need to observe, listen, ask and feel more (that is, look more, listen more, ask more and do more), and use the stones from other mountains to polish my own jade of activities.

Moreover, the planning must be systematic. In addition to planning the activity, we must also plan the internal incentive plan, the external publicity plan (including graphic design, video, H5, the combination of promotional copy, the establishment of a publicity platform), etc.; after the planning, we must also have a brainstorming session to gather everyone's wisdom to improve the activity.

At the end of the plan, you must have a sense of risk. There are various risk factors in doing activities, so you must have a plan to be prepared and prevent problems before they occur.

Another key word is "动", which has two meanings:

First of all, we need to get things moving internally. It is said that 30% of an activity depends on planning, and 70% depends on execution. Execution is critical internally. Strong activity execution means that the activity can produce results that exceed expectations. So how do we build execution capabilities? The key is to be able to create an environment and to build an automatic and spontaneous execution force through PK, rewards and punishments, honors, benchmarks, etc. It is like putting yourself in a desperate situation and then being reborn. By creating a dead end where you will be eliminated if you don’t work hard, your execution will naturally improve.

Secondly, the key to motivating customers externally is to design activities, especially those at key stages, to be attractive and to attract customers to actively participate.

Next, we will talk about the 7 rates of activity effectiveness from the perspective of the customer's complete consumption chain. These 7 rates are exactly 7 consumption funnels placed in order from large to small. The later the link, the fewer customers will leak out.

The first indicator: drainage rate

When considering the traffic rate of an activity, the first thing to consider is the word "relevance". Is the design of this activity relevant to the target customer group? This way, the publicity resources invested will not be wasted. Secondly, we need to consider whether there is a correlation between the event promotion platform and the target customer base. For example, the home furnishing industry has a greater correlation with newly built residential communities, but a much smaller correlation with old residential communities. At this time, we must focus on promoting and directing traffic to the newly built residential community platforms.

The idea behind the traffic rate is that traffic is king. That is to say, any business is built on the basis of traffic. What is traffic? Flow is water, which corresponds to the water in the "Water Tongue Cloud Power" in our activity. The drainage rate must be high and the water storage capacity must be sufficient. This is like the splash effect in our lives. If you throw a stone of the same size into a pool at the same height, the deeper the water, the bigger the splash. The height of the splash is like the drainage rate.

Whether the drainage rate is high or not also involves whether there is a hot-selling product leading the way. This traffic-generating hot product is not just a traffic product, it can also be a gimmicky gift, a gimmicky special sale, or even a gimmicky celebrity, etc. For example, I once designed an activity called “Get a sofa worth 5,999 yuan for 20 yuan”, and customers were very interested in it and were willing to come to the store to learn more about it.

Whether the drainage rate is high or not ultimately involves the issue of integrated communication. Integrated communication is to communicate with customers at various contact points with target customers. The focus is on the words "cloud" and "tongue" in "Shuisheyunli". The word "cloud" can be understood as online cloud communication, and the word "tongue" can be understood as offline communication. That is, it involves the integrated communication of 4 communication elements in 6 communication channels. The 4 communication elements include language (such as event themes, event copywriting), sound (such as offline sales staff's shouting), video (such as Douyin, Kuaishou video, brand video advertising), and images (mainly print advertising). The 6 suitable channels are the 6 screens (screens/reviews) that I have summarized, namely mobile phone screens, computer screens, TV/radio screens, movie screens, print advertising publishing platforms (offline outdoor advertising, newspapers and magazines, etc.), comment channels (mainly customer review areas), etc. When resources are sufficient, multi-screen linkage and integrated communication are carried out; when resources are insufficient, the focus is on the most valuable and effective screens to carry out segmented communication. At this stage, the mobile phone screen and comment screen are the most valuable and relatively low-cost communication channels. Remember this: it is better to spread the word 30 times among 100,000 potential customers than to spread the word 3 times among 100,000 potential customers.

The second indicator: store entry rate

To increase store visit rate through activities, the first thing to consider is the demand. Traffic is attracted to potential customers, but do all potential customers really have this demand? not necessarily. In fact, potential customers who really have needs only account for a small part of potential customers. Therefore, the planning program must accurately explore the needs of this part of potential customers, whether it is their quality needs, taste needs or price needs, etc. Otherwise, the event will be a castle in the air and will not achieve the desired effect.

The second thing to consider when doing activities to increase store visit rate is the issue of attractiveness. The two most important points of attraction are welfare. Welfare means enticing customers with benefits, either by in-store gifts or traffic products to entice customers to come into the store. The second is creativity. The so-called creativity is to spend 1 million and make it look like you spent 10 million. Creativity can be based on three points. The first is to follow the customer's clues. The second is to look for creative ideas along the lines of activity positioning, and the last is to look for creative ideas along the lines of data analysis.

The third indicator: experience rate

Customers are attracted into the store through the event and want to experience the products. She experiences brands and products through the five senses of sight, hearing, smell, taste and touch, and evaluates products from four perspectives: fast, good, and cheap. For her, does our product offer more choices, faster delivery, better quality, or does it save money? In fact, it is impossible for any brand to have all four angles of more, faster, better, and cheaper. At most, it can only focus on three of them, and usually only two or even one. For example, JD.com’s core focus is speed and quality, Taobao’s core focus is quantity and savings, and Pinduoduo’s core focus is still savings.

There are two main aspects of the experience that customers go through before buying a durable consumer product: what catches the eye and what catches the heart. The core process is to first look at the products, styles, etc. with your eyes, then understand the brand and products by listening to the introduction, and then personally touch, sit, lie down, and use them to experience them. You can take her from traffic products to main products, and then experience competitive products for comparison. By comparing experiences, it will be easier for her to find the product that suits her.

Therefore, during the experience stage, what we need to do is to evaluate which indicators she cares about from the four perspectives of speed, quality and economy, and then guide her five senses through emotional appeal to help her achieve a relatively perfect experience.

The fourth indicator: Invitation rate

There are two situations for the invitation return rate. One is to invite potential customers who have visited the store but failed to make a deal back to the store. This involves the issue of "attractiveness", and we need to use various communication methods to increase the temptation of benefits for potential customers, set activity time limits, etc. to invite them to the store.

The other is to invite customers who have already made a deal back to the store (this is the indicator after the transaction rate). At this time, the focus needs to be on appealing to their emotions, winning their hearts, and providing good service. There are two main purposes. One is to hope that she will have another chance to buy, usually by recommending related products to her. The other is to establish a good relationship with her and ask her to help with referrals. Some high-quality old customers should also be lured with appropriate benefits, by asking her to refer potential customers through profit sharing, or letting her become a model customer, so that potential customers can be taken to her home for observation.

The fifth indicator: transaction rate

After experiencing the product, customers will have two choices. If the experience is bad, they will leave. If the experience is good, they will most likely stay and decide to "buy" the product. The most important indicator at this time is to negotiate the price of the product and build trust in the brand. This is when the salesperson's ability to reason with the customer is tested. Can they use various links such as authoritative endorsements, patented technology, quality testimony, customer testimonials, etc. to make her finally believe and accept the product, recognize the price, and then close the deal? Moreover, closing a deal is just the beginning of sales. Behind the closing rate are other indicators such as linkage rate, referral rate and invitation-to-return rate.

At this time, if the customer does not make a deal, we have to use harmful means. For example, we often use means such as limiting quantity, time limit, etc. to tell her "if you miss this opportunity, you will miss this store."

The sixth indicator: joint rate

After the transaction is completed, a preliminary trust relationship has been established with the customer. You can take this opportunity to explore the customer's other needs and press on to increase the joint sales rate, such as redemption activities, gifts for purchases over a certain amount, prize draws for purchases over a certain amount, etc., to increase her transaction amount and achieve effective joint sales rate.

The seventh indicator: referral rate

The referrals here mainly refer to referrals from old customers. Only when they have personally experienced the product and found it good will they be likely to refer others. At this time, in addition to the product, we must also remember to conquer her with our service capabilities so that she is willing to endorse us when needed. One referral from an old customer is worth a hundred words from us when we try to find new customers.

This concludes the introduction to the rules that must be followed in a hit event for durable consumer goods. I hope it will be helpful for everyone to plan a good event.

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Author: Mr. Virus

Source: virussir