Case analysis: How to operate an event?

Do you know how other people’s “phenomenal activities” that are so popular and all over the screen are created?

See below! !

After arranging and compiling various cases from Honor of Kings and NetEase Kaola, we came up with the following event planning methods. Come and learn them!

The three core parts of event planning

01. Clarify the purpose and objectives of the activity

When planning an event, the first thing we need to consider is: the purpose of the event. After determining the purpose, we can design activities around it and clarify the activity goals in the process .

The purpose and goal are listed separately here because there is a big difference between the two in actual activity operations . We often plan activities for a certain purpose. Once we have this idea, we need to think deeply about the activity's goals, time, form, promotional channels, etc. The activity goal is the digitization of the activity's purpose.

For example: NetEase Kaola participates in the "Double Eleven Sale", "Mid-Year Sale" and "Spring Festival Sale" every year. The purpose of such activities is very clear, which is to "boost sales". Therefore, the creativity and value points when planning the activities must be reflected in the conversion of "goods" and "sales".

During the event, the sales of the luxury goods section may be required to reach XX billion yuan, and the sales of the maternal and infant products section may reach XX billion yuan. Splitting the KPI of the entire event and implementing it to specific sections is to refine the event goals.

02. Ideas for activity planning

When organizing an event, you will encounter this situation: other people’s activities are very interesting and not boring at all to participate in, but the activities you plan yourself are boring and long, and not to mention users, even colleagues are unwilling to participate. How can you be so fat?

It's very simple, there's something wrong with the planning of the event plan.

For a successful event, adequate preparation must be done in the early stages.

Background Analysis

Time - When will the activity take place?

Industry – What is being done in the industry generally?

Competitive Products - How do competitors conduct activities?

Users - What kind of activities do they like to participate in?

We should think from multiple angles and dimensions, "What kind of activity should I do" rather than "What kind of activity do I want to do".

Activity differentiation

If all merchants are holding promotions on Double Eleven, then if I also hold promotions, it will just be a price war. Where is the advantage of the event? Everyone is talking about how to capture the minds and time of users. What exactly is the way to achieve this? Differentiation.

If you want to plan a different Double Eleven event, you should avoid the price range that is being competed for by the public and highlight your own advantages. Of course, if your price is low enough, you can also attract a lot of attention.

It is said that someone saw this picture on Weibo

I specifically asked for the store address and flirted with the customer service girl

It can be seen that the store owner is also an event expert

Activity Theme

The theme of the event should reflect two points: creativity and new values. Almost all event operators regard the creativity of an event as the soul of the event. In fact, the extraction of new value is the key point that can truly detonate an event .

What is new value?

The reason why Xin Shixiang’s viral event “Escape from Beijing, Shanghai and Guangzhou in 4 hours” was successful was just because he came up with the idea of ​​“If you sign up, I will give you a plane ticket to a faraway place”?

"Free air tickets" is just a gimmick. What is truly touching is the insight into the work and living conditions of contemporary young people, and the stimulation of numb urban souls by new things. This is why the trend of “fleeing from Beijing, Shanghai and Guangzhou” has not only exploded in Beijing, Shanghai and Guangzhou, but even the operators in small tier 15 cities are ready to make a move.

Every activity is not simple, but a subtle transformation of users' inner cognition.

Another example is "NetEase Weiyuan Black Pork", for which NetEase created the promotional theme - "Weiyuan pigs that don't need injections or medicine, sit on the toilet and eat NetEase's customized pig feed." Especially after the World Internet Conference in Wuzhen, many bigwigs endorsed that "Ding Lei's pork is indeed delicious." In Chinese history, never before has a pig farm received so much attention, and never before has a pork brand become a hot topic before it was launched.

Let me ask, have we really become "brainless consumers" who are tempted by the phrase "no injections, no medicine, just sitting on the toilet and eating NetEase customized pig feed"?

Not really. Behind the promotional campaign: the gimmick of the Internet company's cross-border pig farming has made the outside world curious and expectant about NetEase pork; in addition, with the continuous upgrading of consumption, the Chinese people's demand for safe and delicious products has increased, and NetEase Weiyang Pig meets the expectations of the public. The extraction of new values ​​is the main reason why we are “addicted to pork”.

03. What kind of activity should we do?

Activity Type

Usually an activity includes the following two:

▷ Online Activities

Operational stage: Determine the purpose → Event planning → Event development → Event testing → Promotion warm-up → Online promotion → Data monitoring → Announcement of results → Review and summary

▷ Offline activities

Operational stage: determine the purpose → event planning → event promotion → user participation → event holding → review and summary

Event Timing

▷ Industry activities

For example, the “Double Eleven” and “Double Twelve” shopping festivals of e-commerce; summits, exhibitions, competitions, and ceremonies in various industries.

▷ Festival activities

Domestic and international holidays, the 24 solar terms, platform-created festivals (shopping festivals, knowledge festivals), etc.

▷ Corporate events

Anniversaries, commemorations, awards, selections, etc.

▷ Hot Events

For example, “Get a free meal if you are in the King rank of Honor of Kings”, “Win ​​tickets by guessing the World Cup champion team”, etc.

Himalaya "123 Knowledge Carnival"

Common activity forms

▷ Discounts

Discounts, exemptions, gifts, rush purchases, group purchases, lucky draws, rebates, value-added services

▷ Topics

UGC content, event marketing, social marketing, and storytelling

▷ Experience

H5 mini games, offline salons, sharing sessions, competitions

When organizing an event, we should not only put "profit" first and think only from the perspective of the organizer; we should not always think about endlessly exploiting users through an event. A good event should be "entertaining at the same time" , which should not only make users feel interesting and gain benefits, but also enable the organizer to complete its mission.

Source: Turtle Life (laosongrj)