Event Operation: Is your event ineffective?

Organizing activities is the daily work of our operations and promotion colleagues, such as: organizing new customer acquisition activities, paid activities, active activities, traffic-generating activities, etc.

The greatest expectation of doing an event is that it can be completed and achieve the expected goals. For example: I recently did a voting campaign to increase brand exposure. However, during the activity, some unexpected situations occurred. After the final summary and review, combined with my previous experience in organizing activities, I have a deeper understanding of the activity.

This article takes the voting activity I did as the starting point, combined with the activity cases I have done in the past, and analyzes for you from the most inconspicuous but most important link in the activity - the target user selection: How to make the activity successful?

The activities that we do on a daily basis have no effect. Maybe the problem does not lie with the activity plan, but with the selection of users participating in the activity.

This article discusses the following three aspects:

1. The impact of target users on activities
2. How to select target users
3. Some tips to ensure your event is a success

1. The impact of target users on activities

Non-target users were forcibly pulled into the event, just like robots, and there is no value at all. This is my biggest understanding of this voting activity.

In order to ensure the number of participants in the event, I invited some users who were not very willing to participate. After the activity was launched, these people acted as if it had nothing to do with them. Although it had a beautifying effect on the number of participants, their non-participation also made our staff feel a little disappointed.

Fortunately, after the event was launched, according to the 28th rule, 20% of users were willing to participate in it, and the final effect of the event basically met expectations, which was a consolation. The fact that so many people are not participating reminds me of an activity I did in the community a long time ago. Unlike voting activities, the community activities at that time gave out real physical rewards, but the effect was still worrying.

In order to make the community reach the expected number of 400 people, according to the plan, activities will be used to stimulate users to attract more users. The activity plan is: invite 30 people to join the group and give them a T-shirt with a market price of 128 yuan. When the event was launched, there were already more than 100 people in the community. Assuming the participation rate was 5%, it would be no problem to attract 250 people to the community, and then through small fission activities, it would reach 400 people.

When the T-shirt giveaway activity was launched, surprisingly, only 1 person out of 100 participated. 30 people were attracted in minutes, and the other 98 people (except me) had no intention of participating at all. Could it be that the prizes were not attractive? What if it is too late to create a new group?

In a moment of desperation, I came up with an idea: I exchanged the prize and replaced the T-shirt with a phone recharge card, and the card was filled up instantly.

That event was a fluke because there were universal, low-priced prizes as alternatives. If it were a large-scale event, such as this voting event, the prizes would have been determined and announced in the news, and they could not be changed. Once the participating users were no longer interested in the prizes, the results would be difficult to change.

Therefore, the safest way is to select the right target users. If the right target users are chosen, the activity participation rate will be high and the effect will be more guaranteed. The prizes for our community activities are T-shirts. If the users selected at the beginning all like to wear T-shirts, the effect will be different.

2. How to select target users

Two points to measure target users:

1. The most important thing is to have a demand for the prize. If the user has no interest in the prize - for example, using bones to attract kittens, it will definitely be a waste of time and effort.
2. I am a very positive person in life. Take me as an example. Whenever I see interesting activities on public accounts or on the Internet, I will participate in them. The prizes are secondary. The main thing is to enjoy the process of participation. I also share the event with my friends. Some people have no interest at all. If you think about it carefully, they are very boring in life. Such people will not participate even if the prizes are interesting.

Take rewarding lipstick as an example: the best target users are of course young ladies. If this activity is promoted to straight men, the result will most likely end in tragedy. If the prize is replaced with a gaming console, the opposite is true. Some companies select target users first and then choose prizes, while others select target users after they have prizes. This article is about the latter. For example, the pancake shop downstairs from me offers pancakes as prizes for their events, and then they try to find the right kind of people to promote the event.

The method of selecting target users in WeChat is relatively simple. I have selected them like this before. I posted a circle of friends, and those who replied 1 under the circle were added to the group to participate in the event. Anyone who replied was added to the group and was quite active. Back to my voting activity, in addition to inviting users to participate, I also recruit users to participate. The event notice is sent out in H5 format, and interested users will sign up. As long as the users sign up, the participation rate is 100%.

3. Some tips to ensure the success of the event

Selecting target users is a prerequisite for ensuring the success of the activity. With the prerequisite, we can only say that the first step is right, but if we want to make the activity a success, there are still many things to pay attention to.

1. Have a global plan

There are also examples of activities being launched rashly without any overall planning. They organize activities with a mentality of going with the flow. Before, a friend of mine organized a community activity. He just invited people to the group without thinking anything through. After inviting people, he saw that the group was not active, so he organized an activity to stimulate activity. After becoming active, I became confused and didn’t know what to do next. By the time I knew what to do, the community was no longer popular.

2. Have a reasonable plan

Reasonable planning means when and what to do, and it should be planned before doing the activity. Before we organize an event, we will have a plan, which will detail the specific people responsible for specific matters. Before the event officially starts, we will also bring in the relevant personnel in the event and confirm with them one by one to let everyone know their responsibilities.

3. Have good execution ability

Once the event is launched, small events are still okay, but for large events, there are too many things to coordinate. Without good execution, things will be forgotten and the event may be ruined if you are not careful.

I previously did an offline event of giving away dolls. The event started at 8 o'clock in the morning, but the dolls had not been delivered to the venue when the time was almost up. Due to traffic congestion, the truck had not arrived yet. When it arrived, it had to go through various entry procedures. In the end, it was 30 minutes late, which affected the effect of the event.

4. Have a little luck

As the saying goes, man proposes, God disposes. This is not to say that the activity was not done well or to excuse everyone. Rather, when doing an activity, if it is the first time, there will inevitably be some inconsiderateness or completely unexpected situations, such as: the cable being dug up. At this time, we must keep calm and quickly implement plan B, and remain calm no matter how strong the wind and waves are.

Summarize

If the target users and the activity plan are compatible, the activity will basically be successful. Our event planners are like the matchmaker who brings two people together. Whether our work is done well or not depends on whether the two people we bring together are a good match. If there is no match, it is a case of random matchmaking, users will not buy into the activity, the activity will be ineffective, and it will be a waste of time and energy. If they match, then everything is easy.

Author: Tiger Talks Operations

Source: Tiger Talk Operations