How to plan an event? Master these 10!

New employees in the workplace often encounter a problem:

How come the event operation plan that I worked so hard to come up with fails? Why don’t you give me a promotion and a raise?

If you want to get a promotion and a raise, the two most important words are "reliable".

In an event operation plan, new operators who have just entered the workplace often encounter these common problems:

1. Not explaining things clearly

When writing an activity letter to the client or the company's leader, a common mistake is to brag about the company's products at the beginning.

Do Party A’s father and boss need to know this? The boss wants to see something landed.

2. Poor reading experience

The reading experience of the plan is poor, mainly concentrated in the layout, illustrations and character form, so these two things must be done well.

Layout is very important, such as the table of contents and title dividing lines. In addition to these basic elements, for example, if you want to prove that the material is good, a screenshot from Taobao will do, the layout must be clear and concise.

I have encountered this several times when new job seekers were asked to produce a campus event planning proposal. At a glance, I saw that the numbers were in Chinese. How uncomfortable I felt.

In this day and age, time and energy are both costs. We must always consider providing convenience to others and reducing their reading costs.

When you are looking for a job, if you don't pay attention to these details, or don't use these details to prove that you can do the job well, no matter how good your resume is, it will lose points.

3. The overall effect of the solution is poor

① Missing content, inconsistency, etc.

For example, if you are planning a new event and the plan states that 1,000 gifts will be given away, but in reality tens of thousands of people come, and the gift quota is less or the actual number of people who come far exceeds expectations, big problems will arise and you will not be able to control the scene. You must estimate the number of gifts and the number of people.

②The purpose of the activity is unclear and inconsistent.

Continuing with the example of the “written exam campus promotion plan” above, some newcomers wrote a lot of industry terms in the plan, probably to show that they have worked hard to do their homework for a job in private.

The target group of a campus activity is very small, but the planning proposal includes hundreds of pages of product promotion, growth, operation, activation, retention, communication, and user recall.

Looking at his proud little face, I fell silent. This little activity was too complicated.

4. No cost considerations

Either the costs are not listed or they are unrealistic, for example, the cost of acquiring a fan is 50 yuan.

From another perspective, if I find a campus agent and it only costs 10 yuan to scan a code, why should I work so hard to run an event?

Therefore, cost awareness is what I have always emphasized to newcomers.

How should a new operations person who has just entered the workplace submit a qualified event planning proposal?

I believe that a high-quality event planning program needs to have five essential elements.

1. Theme

State the theme of the event clearly and concisely.

2. Purpose

The core goals of our activities are generally divided into four levels: increasing revenue, reducing expenditure, promoting activation, and converting

① Open source includes registered users and downloads. The download volume does not necessarily have to be high at this step, but as long as the conversion rate can be improved, it is a success.

②Throttling refers to the number of returning users and the number of activity forwarding

③Activity promotion includes the number of activity forwarding and the number of user comments/messages

④For example, if you are planning a marketing fission campaign, the number of forwardings is a very important measurement indicator.

The more reposts, the more sales, and the ultimate goal of our activities is the total sales.

For different target groups, the characteristics of the activity should be described clearly and concisely. The time, place, online or offline, and process are all clear at a glance.

3. Distribution channels and risk control

A major principle of distribution channels is to combine them with the actual acquisition scenarios of target users .

There are usually two channels: online and offline.

Online can be divided into within the system and outside the system. Within the system is self-traffic, and outside the system generally includes "cooperative exchange of traffic" and "paid traffic" . Exchange of traffic means giving the other party what he wants. A more direct way is to pay for it.

For example, if you purchase a JD.com membership, you will get an iQiyi membership for free; if you purchase an iQiyi membership, you will get a JD.com membership for free;

For example, mutual promotion between public accounts;

For example, friendly links between websites.

Offline advertising includes "frame advertising" and "ground promotion" . Is it at the door of a company or at a bus stop? How can 20,000 to 30,000 flyers be valuable? After all, it needs to be arranged in combination with the target users in the previous step.

4. Monitoring indicators

Monitoring indicators of various activity data, such as number of views, number of registrations, number of conversions, and daily trend changes of various data.

Adjust activity rules, activity costs, optimize activity processes, etc. according to trend changes.

5. Cost and effect estimation

Many people ignore the effects after the event, that is, they don’t review it.

Not only the traffic cost, material and site cost, but also the labor cost need to be listed carefully. In fact, the ratio of cost to effect is the key to convincing the boss. The next time you plan an event, you can follow this ratio.

Definition of Risk:

Risk is the uncertainty between production objectives and labor results, and its uncertainty is manifested in the uncertainty of benefits or costs.

Simply put, it is a "probabilistic event that may occur and cause harm."

From this perspective, our attitude towards risk management depends on the individual's ability and willingness to take risks.

Self-media is usually operated by one person. Both explicit and implicit risks may cause irreparable losses to the company, so they must be given sufficient attention.

Faced with risks, many people have a lucky mentality, thinking that it will be okay if so-and-so does that. In this regard, it is important to emphasize:

Risk is a probabilistic event. There is no need to consider what others may think. Just ask yourself: Can I bear the consequences if it happens?

In our operation process, we mainly take precautions from three aspects: planning, approval and development .

The risks that planning may encounter are that unclear requirements are often caused by differences in understanding, information asymmetry, and inaccurate description of the plan.

In reality, it is impossible to just chat with colleagues casually. When you hand in your planning document, make sure your description is accurate or can make the other party understand it well.

Some people may wonder how there can be risks in approval?

This is communication between operations and management, which is an uncontrollable risk. Even office struggles are a source of risk. Everything you do may conflict with what the boss of the next group does.

Therefore, there are many things to consider when doing operations. Different departments and business groups in the same company may be doing the same thing. The boss’s top-level design often chooses to allow free development without favoring resources. So how to grab favorable resources?

The boss said: "Use ten PPTs to communicate the key points to me"

If newcomers lack confidence or have poor expression skills, and do not pay attention to communication and expression skills, the plan may go to waste.

In addition, in emergency situations, approval resources are needed, and the approval process in a short period of time also takes time, and the time for upward and downward approval needs to be considered.

There are many people involved in the launch, including operations, marketing, development, testing, and customer service, so it is also the link with the most problems.

I divide it into five points:

1. Failure to confirm the launch time in advance and failure to launch on time

2. Failure to agree on promotional channels in advance

3. No emergency plan is prepared, and there are no response measures when emergencies occur.

4. Failure to collect user feedback and make timely improvements

5. Failure to communicate with customer service in advance and prepare FAQs

If you are caught off guard and there is no emergency preparedness, the entire process may be paralyzed.

I once encountered a ground promotion activity. There are many clever users who have been taking advantage of the event bugs to claim prizes. The background data does look satisfactory, and it is obvious that this event is a failure.

In addition, if there is a shortage of goods or quality problems, it will seriously affect the product's reputation and repeat purchases.

If there is insufficient communication with suppliers, the goods may not be adequately prepared.

Failure to train customer service well will also affect sales conversion rates.

A lot of energy is spent on coordinating with users and suppliers to confirm the division of responsibilities, which affects the speed of feedback on user inquiries.

Service is no small matter. This statement is true in any industry, and new operators have a long way to go.

These are just five aspects. Try to simulate more activities, think more, and change your perspectives. Think from the perspective of executors, users, designers, developers, and testers to see if what you have is complete enough and understandable to people.

1. Deliver development requirements documents before development, including the five elements we need to include

That is, the theme, purpose, target group, activity description, rule details , and an activity flow chart are attached to help developers understand your logic.

2. Follow up the development progress and adjust at any time

3. In the testing area, there are two main ways

① Make testers test systematically and comprehensively

② Let the team conduct internal testing or a small-scale user test. You can ask company colleagues for help, or ask fans for help.

In addition, the publicity must be in place. According to the planning scheme, appropriate channels should be selected, and different advertising ideas and plans should be tested on a small scale.

If there are five channels for the plan and five creative ideas, what we have to do is to combine them in pairs and choose the best plan. Only after determining the plan and channels can we launch the plan in full.

1. Activity inspection: time, personnel, and matters

2. Execution of risk plan adjustment activities

3. Activity effect report

It mainly includes six contents:

1. Introduction to the event, briefly introduce the background

2. Activity cost assessment, pay attention to the three types of costs mentioned above, and convert them into a unified cost before measurement

3. Evaluation of publicity effect

4. Activity execution evaluation, that is, in the process of executing the activity, are there actual risks encountered and are the prepared risk plans put to good use?

5. The effectiveness of the activity is evaluated by the operational work results, and the rate is much higher than the expected target.

6. Activities deficiencies and suggestions for improvement. This is a very important summary, the purpose of which is to optimize measures for sustainable implementation.

The model consists of four processes.

plan do check act, these four words form an organic whole.

Only by pushing each other forward and applying effective experience to the next activity can we make continuous progress. This model can be applied not only in operations, but also in life and learning.

To summarize:

Event operation tests practitioners in many aspects. They need to understand new ways of playing various activities, be familiar with the characteristics of the delivery channels, and know where the risks are based on experience. These are all things that need to be controlled in terms of personal abilities.

However, it is difficult for one person to complete an activity from topic selection and planning to execution and summary and review, and it requires cooperation from various departments at the same time.

Therefore, it is important to communicate effectively with colleagues in advance, avoid making strange demands, and allow colleagues to cooperate, cooperate happily, and have the time and energy to cooperate, so that the event can be carried out smoothly.

As a veteran operator, these are the experiences I have accumulated. Do you get them?

Source: Operation Gongju Xiaoleilei (ID: gongjulei)