How to write an event planning proposal?

Before we start writing the activity plan, we must be clear about what our purpose is.

For example, do you hope to achieve brand exposure through this event? Or do you hope to achieve conversion goals such as attracting new customers, promoting activation, closing deals, and retaining existing customers?

For different purposes, the core points and methods presented are completely inconsistent.

Take educational activities as an example.

After a round of research, we should have a clear purpose for event planning and a clear positioning. Next comes the event planning stage.

When it comes to event planning, generally speaking, there are two major issues that need to be addressed from the beginning.

1. In line with product positioning and user positioning. This way users won’t be disgusted by the activity.

2. Consider the possibility of executing subsequent activities. Ensure that the activity execution process is smooth.

When thinking about the planning scheme, you can review the activities of competitors and the industry that you learned about during the previous event preparation period, as well as your own past operations, to see if you can find anything to learn from.

When planning an event operation, we have four assessment directions that we can refer to to ensure the quality of the plan: relevance, attractiveness, execution, and communication.

1. Correlation. Event planning must be closely linked to the purpose of the event and the target users of the event. (It is best to give examples)

2. Attraction. An excellent campaign must be highly appealing to attract users’ attention and resonate with them. We may attract users in the following ways:

1. Fun

Interesting activities are the most attractive! People are all looking for happiness. For example, the very popular "Lianmeng" app, which turns images into cartoon characters.

2. Take advantage of the situation

Effectively leverage the situation and achieve twice the result with half the effort. The "trend" here can be a hot event, a popular person, or a special time point. Everyone should be familiar with this.

For example, Taobao took advantage of the momentum of Spring Festival greetings to launch various red envelope plans. WeChat quickly bound the bank cards of hundreds of millions of users at zero cost by sending red envelopes.

3. Profit sharing

This is the most direct method, and it is very effective in acquiring users through networking.

Looking back over the past few years, most of the rapidly developing Internet products have gained users by directly giving away profits.

For example, the subsidy war between Didi and Kuaidi is a way of acquiring users and cultivating user habits through rapid and high-density capital investment. Similar to this is giving users benefits or surprises.

4. Provoke discussion or even debate

This method is widely used in various marketing cases, mostly using controversial topics to trigger widespread discussion, which continues to ferment and even trigger explosive topic effects.

5. Other ways to hit the user’s heart

3. (Execution)

This involves a detailed event execution planning component. It includes the organization, time, venue, specific behaviors at the event, etc.

For example, we plan to enroll 30 students in May. Of course, there are many factors that influence the process from interest in a course to final registration.

But we control the factors that can be controlled. Through promotion, we can attract users who are interested in learning.

According to previous activity data, the successful registration rate for users attracted through resources after browsing the event is 20%, and about 17% of successfully registered users have a strong intention to learn.

In this event, we plan to acquire 300 users with strong learning intentions in May, so we need 1,764 people to participate in the event and 8,820 users to know about our event. We conduct data analysis once a week, so every week, our activity page needs to have a reading rate of 2205. Then the promotion staff will be responsible for the 2205 IPs per week.

Our event promotion plan is developed by partners with promotion experience. What kind of promotion method and advertising position should be matched with this activity are also considered in the implementation. The approximate amount of traffic each ad space can bring, as well as the intensity and scope of the promotion required, are also planned at the beginning. For example, we can know the approximate number of audiences for each promotion location in advance, which can be obtained through previous experience and data.

The effectiveness of a campaign depends largely on its execution. Therefore, this part of the requirement should be reflected in the details of the specific description, such as activity flow, time nodes, executors, emergency response plans, etc., which are all very important. Lack of (execution) may result in ineffective activities. So the more detailed (execution), the better. It is best to have multiple rehearsals before the activity is implemented to ensure the smooth execution of the activity.

4. Communication

The dissemination of activities should be carried out throughout the periods before, during and after the activities. In the early stage of the event, you need to warm up and whet users' appetite to continuously attract their attention; during the event, you need to do a good job of publicity to attract users' continued participation and the attention of new users; after the event is completed, you need to continue to ferment the event through more channels.

In this way, we can make an excellent event plan, determine the purpose of the event, and prepare a detailed plan for the event, including event copywriting, the availability of event resources, and so on. Next comes the execution of the activity.

Source: Wanwan Girl