Operational Tips丨5 secrets of event operations!

Event operation is a job that any type of operation must deal with. The span of this work is also very large. It can be as small as a building-grabbing event of a few hours or as large as an offline press conference costing millions. There are also many forms of activities.

But no matter how things change, the essence remains the same. In the final analysis, it still depends on the basic skills in daily life and your specific understanding of this work.

Today we will share with you some tips, hoping to be inspiring and helpful to you:

1. Activities must be “done”!

Many people fail to organize events well and attribute the problems to insufficient traffic, insufficient budget, and insufficient creativity. The focus of their work is almost entirely on applying for recommendation positions, communicating and coordinating resources, applying for more cash and prizes, and designing a better-looking event page.

Is there anything wrong with doing this? It must be correct. The editor just wants to say that, first, doing these alone is far from enough; second, the editor never thinks that without these, the event will definitely be bad; third, launching the event is only the first step, don’t think that everything will be fine, and then wait for users to participate, this idea is even more unacceptable.

We often say that we should carry out activities. Activities must be "done". How to do it? Here are two tips:

1. Find participants in advance

Before the event is launched, participants, the so-called "shills", should be found in advance. One very important task in event operation is event guidance. Finding “students” in advance is the basic principle of event guidance. Moreover, the higher the level and status of the participants you find in advance, the better the effect of the event will be.

2. Creating an activity atmosphere

Creating an activity atmosphere should be an important idea throughout the entire process of the activity. For example, when setting up many activities, there are functions such as commenting and liking the entries, and the event page will also have similar functions.

Then, you need to arrange the users. First, ensure that the atmosphere of the event can be created to be quite popular. For the participants, you also need to make them feel that "this event is very popular." Otherwise, who will come to your event?

2. Do less or no low-threshold activities

Why do I say so? The reason is very simple. Think about it, what kind of users do these activities attract? They are definitely not high-quality users, and can even be said to be brainless users.

If you do it too much over time, users will become lazy and the user level of the entire platform will be lowered by you. The brand tone and future of a platform will always depend on the creation of top users, and definitely not on bottom users.

If possible, the threshold for an activity should be increased as much as possible, whether in terms of activity rules (gameplay) or activity process settings. Of course, the threshold cannot be increased infinitely. If it is too complicated, no one will participate.

For example, guessing the score of the World Cup is definitely more difficult than guessing the winner. In addition to the score, you can ask users to add reasons for guessing the score.

We need to think about what kind of users we hope to attract through our activities and what kind of users are more meaningful to the long-term development of the platform, so we should always adhere to this principle. Even if an event does not attract many users, we must find ways to attract more of these users.

3. Activities are a long-term process rather than a magic weapon that can be achieved overnight.

Many operations personnel always hope to use activities to achieve their KPIs. During performance appraisals, they organize a big event, and when the KPIs are achieved, everyone is very happy. As soon as the assessment was over, the data immediately plummeted.

Event operation is just a means of operation. Don’t bet on it, and don’t expect to attract users by it.

Operations work is always a job that requires a variety of skills. When h5 pages were the most popular, there were only a few that could go viral on WeChat Moments. People who dream of making a hit product every day will never make a hit product.

It is best to maintain a fixed frequency for activities. For example, large activities (online cycles of more than 20 days and offline preparation time of more than one month) can be held once a quarter.

Medium-sized events (online period of 7-10 days, small offline events) and small-scale events (online period of less than 7 days) can be held 1-2 times a month. The frequency is too low, and it feels like the platform is not very popular. If the frequency is too high, users will be tired of you, employees will be exhausted and their morale will be worn out.

Every time you do an activity, you should serve the target users well and accumulate them. Over time, this will become a valuable asset.

4. Reject activities that rely on prizes and money!

After the new media industry became popular, activities have gradually been ruined. Many operators offer prizes lavishly, spending money as if it were not their own. It seems more like they are just giving out welfare. Now it seems that the event has become something that cannot be done without a budget and prizes.

Many platforms have a special group of people who take advantage of the situation, also known as the activity party. The Weibo event product was killed in this way, because all the prizes were taken away by various accounts that were obviously fake. Who would come to participate then? Who else will organize?

One of the essentials of operation is to make the best use of small amounts of money, that is, to achieve great results with small costs. The same goes for event operations. Every operator must learn to control costs.

How can we spend less money and still create effective activities? Share some tips:

1. Control the number of winners, don't give them all to everyone, and at the same time increase the price of each award. A big reward will always attract brave men;

2. Focus on the details of the event and the design of the event process;

3. The gameplay and creativity of the activities should be interesting;

4. The prizes must be graded. It is not recommended to set more than 5 categories of prizes.

5. Prizes must be matched. If you give all prizes in cash, I can only say that you are tacky. It will be more effective if you mix cash, physical objects, etc.

6. Peripheral products are the most cost-effective way of promotion.

The last but not least, don’t spend all your money in one activity. The right way is to proceed step by step. If you want to go big, there are prerequisites. At the very least, you will be more confident after accumulating momentum and abilities.

5. The setting of details in the activity is more important than creativity!

Let’s talk about creativity first. Many people often spend their time thinking about creativity. In fact, what I want to say is that you have been working with your colleagues for more than a year. Don’t you know whether you are creative or not?

If I lock you in a conference room for a day, you still won’t be able to come up with anything. Where does creativity come from? The first depends on how many cases you see in your daily life, and the second depends on whether your thinking is active.

There is a little trick I would like to share: interact more with the users on your platform. They can help you come up with many good ideas, and they will definitely be better.

Let's talk about the details. These details include the following parts:

1. Write a good title and pay attention to all the copywriting in the recommended position

The title is half the success of an article, and naturally half the success of an event. This means that the text you put on any recommendation or banner is equally important because the title itself is the central idea.

If the title is not attractive, don’t expect users to click on it to read it. The traffic will be reduced by at least half.

I never believe in clickbait headlines. They are all meant to fool fools. You may believe it once, but no one will believe it after a few times.

2. The picture should be attractive

The picture is the facade, whether it is the header picture, the picture that you click on, or you make the entire activity appear in the form of an h5 page. Important information must appear on the first screen, especially the rules and prizes.

When it comes to activities, users only care about how to participate and what benefits they get from participating. This is the most critical element.

3. Activity Rules

This must be explained clearly. You can give examples and be concise and clear.

4. Selection Rules

The selection rules are as simple and straightforward as possible so that users can understand them at a glance. Some activities deliberately do not tell users the rules, which is extremely stupid.

The algorithm of rules should not exceed two categories, this is the basic rule.

5. Activity time

Including the activity time and selection time, try to be accurate to the hour, otherwise you will receive complaints.

6. Prize Setting

I have already talked about this above.

7. Notes

It is necessary to expose all possibilities for users to cheat, such as swiping votes, changing identities, and plagiarism.

Others can be written according to the specific requirements of the activity.

Finally, be sure to add: The final right of interpretation of this activity belongs to XXX. To put it bluntly, I organized the event and I have the right to make reasonable explanations for all aspects and details of the entire event.

Have these five principles of event operation given you any inspiration? The editor always feels that there is a general basic principle for organizing activities: either don’t do it, or do it to the best of your ability.

What is the best? To put it bluntly, it means to have a clear conscience. Try your best, that's the best.

Source: Fashion Merchandising