Don’t know how to promote events? Here is a set of event operation templates!

Written in front:

The protagonist of this template is the operator, who needs a manual to fully follow up an activity from beginning to end. It has a certain scope of application and is limited by one's own experience, so the expression cannot be complete. Please refer to it in light of the actual situation.

The purpose is not to write according to the template, the key is to quickly sort out the ideas related to the activity.

The template is divided into three parts:

【I】Basic information of the activity

This stage is mainly about clarifying the activity goals, forming a prototype of the activity, and an overview of the resources needed for the activity. Try to think through the issues that affect the decision in this stage before starting the subsequent detailed execution to avoid starting over and wasting work.

1. Clarify the activity objectives

1. Activity objectives

First clarify your goals, think about what you want to do, and then decide how to do it. In practice, it is easy to have an inversion. For example, Valentine's Day is coming, so why not hold a lucky draw...

Remember: we don’t do activities just for the sake of doing them, but because they are the best means to achieve our goal. Once the activity objectives are clear, the subsequent target groups, distribution channels, and budgets can be clearly planned.

2. Goal measurement method

To what extent can we consider the goal achieved? Can this target value be objectively counted, or does it need to be verified by other methods? Typically, the goal of an activity is to improve a certain metric.

3. Target status

What is the current status of the activity objectives? Only by fully understanding the factors and current situations that affect this goal can we plan corresponding activities, make budgets, have reliable expectations, and facilitate subsequent analysis and review.

4. Activity Expectations

What kind of effect do you hope to achieve after the event? Before doing an activity, you should have a reasonable expectation, either through empirical estimation or precise deduction. Without expectations, it is impossible to estimate the cost.

2. Forming the prototype of the activity

1. Refer to relevant activity cases

You can refer to similar activities of competitors and related activities that you have done in the past.

Generally, you are required to refer to 3 to 5 similar activities of competitors. This requires more accumulation in daily life, and you must also be able to identify the purpose and effectiveness of competitors' activities.

The purpose of looking back on one's past is, of course, to "inherit the fine traditions and avoid making the same mistakes."

2. Determine the theme of the activity

A good theme is half the success of an event. The theme must be attractive so that people can know at a glance what the event is, how users can participate, and what benefits they can get. The core should be simple and crude.

For example, you can get an instant 30 yuan discount when placing an order, the second item will be half price, and you can win an iPhone X for free... Don't be so vague and pretentious.

3. Brief description of the activity

Give a brief and detailed description of the theme of Activity 2. Just a few sentences will allow colleagues in other links to understand what it is specifically about, which will help them evaluate the difficulty of implementation and have a preliminary overall concept of the activity.

For example, if you want to get an instant 30 yuan discount when you place an order, should it be deducted immediately or will the discount coupon be returned afterwards? Should the chance to draw a free iPhone X be drawn in real time or at a fixed time? The difficulty of implementing different solutions is definitely different.

4. Promotional resources

Based on the purpose and form, determine which channels and locations to promote on, whether it can be achieved, and whether there is a schedule. You should have a clear idea in your mind.

3. Activity Budget Application

Are there any reference values ​​for previous similar activities? Are there any empirical values ​​that can be used as reference for the calculation of this activity? Calculate participation and conversion according to the activity process steps, make the final budget and apply for filing.

This is a great test of past accumulation and grasp of this event, and attention should be paid to the consistency of data statistics and previous and subsequent dimensions.

Precautions

1. The goals are simple and direct, and the evaluation method is clear;

2. When referring to competing products, you need to dig out the essence, learn the ideas, and make necessary extensions;

3. You can chat with customer service or users you have a good relationship with for a brief description of the activity to help you find out what you missed;

After the above content is confirmed, it can be submitted to the relevant person in charge to confirm whether it is feasible and whether team leaders of different types of work are needed to conduct preliminary demand review. Once it is confirmed that it can be done and there are no problems, you can start the next step.

【II】 Activity execution follow-up

After the person in charge approves the basic activity plan, he or she will refine the activity requirements and follow up on the implementation of each link, which requires the assistance of some forms.

1. Refine activity requirements

1. List of contents that must be included in the activity requirements

Activity page: interactive draft of the page design, description of each module, such as module text, links, special instructions, and activity rules.

Activity flow: business process diagram, judgment logic, various situations encountered and prompt text

Other text: page tags, keywords, descriptions, etc. involved in the search/share...

2. Activity promotion plan

Including the promotional material standards, channels, and labels to be used... Please prepare a form;

User marketing strategy (what content to send to whom, when, and how to promote it);

3. Some common sense of activities, such as

Naming conventions for activities;

The rules on the event page can be flexibly configured;

The processing method and display rules of nicknames such as Marquee;

How to deal with abnormal situations?

Fallback plan for abnormal situations?

Activity blacklist, prevention of abnormal users?

Do you need special support in other aspects?

…

4. Notes:

1) Do not miss any special or extreme situations in the process;

2) Accumulate some "common sense". As more activities are carried out, there are many common needs. Everyone can reach a consensus and default to the same, without having to write and state the needs again and again every time.

3) The promotion plan should be planned in advance. Don’t squeeze everything into one place. Prepare the required content in advance.

2. Follow up on the implementation of each link

1. Initiate a requirements review: Email the detailed requirements to relevant colleagues before the review. It is best to have a first and second person in charge for each link;

2. Follow up the activity schedule: During the review, each link is given a completion time, and a consensus is reached. Visual, front-end, technology, testing, operation and maintenance... Make a schedule, list the time nodes and the content to be submitted by the person in charge of each link;

3. Create a group: After the people are scheduled, invite relevant people to create a group to communicate about matters related to this event;

4. Acceptance: Each link confirms that the content delivered by each link is accurate at the specified time point;

5. Coordination: communication and coordination of demand adjustment and changes;

3. Activity Online Operation

1. Follow up the activity development and testing to complete the launch;

2. Activity execution does not end with launching the activity!

3. Preheating and promotion before and after the launch of the activity must be sufficient;

4. It is also necessary to adjust the activity strategy in time according to the feedback of the activity!

【III】 Activity summary and review

This summary is the beginning of next time.

1. Whether the activity objectives have been achieved

Activity effect analysis: whether the expectations of the activity are met, whether the goals are achieved, high or low? reason?

2. Extended Discovery Problems

What areas are not fully thought out? What feedback do users have? How to achieve better results?

3. Other thoughts

In addition to the activity itself, is there room for improvement in communication and project control?

Operation is not easy, so cherish every moment you have;

Source: I am from Class 3