How to make a complete and efficient event planning plan? (two)

This article talks about how to plan a complete and efficient event, part 2, the form of the event.

The most common pitfalls in activity formats

① The activity plan is too simple. There was no detailed explanation of the event prizes and distribution methods, the event rules were not clear, and there was even a mismatch between the event format and its purpose.

② The activity planning is too complicated. The activity description has poor logic, lacks focus, has too many routines, and has complicated rules and steps, which gives people a sense of insincerity.

Common activity forms for 5 product types: tool type, e-commerce type, mutual finance type, content type, and education type

① Common activity forms of tool-type products

★ Their activities are mainly planned by product managers and market channels, and the purpose of the activities is mainly focused on attracting new customers, retaining existing customers, and promoting activation. Features of the activity: simple and crude form, crazy spending of money in the early stages of the product, and extremely long activity cycle.

Examples of tool-based activities

② Common activity forms for e-commerce products

★ E-commerce operation formula: transaction amount = traffic conversion rate, customer unit price, repurchase rate, and sharing rate

Examples of e-commerce activities

③ Common activity forms of mutual financial products

★ Mutual finance operation formula: Investment amount = Traffic conversion rate Single investment amount Repurchase rate Sharing rate

Examples of mutual finance activities

④ Common activity forms for content-based products

★ Mainly focuses on indicators of content production and content dissemination. For content product activities, the investment in event prizes is not large, and it mainly tests the operator's theme planning and content packaging capabilities.

Examples of content-based activities

⚠️Note:

Regardless of whether your operational purpose is to guide users to produce content or to disseminate content, it should be carried out based on product content units.

⑤ Common activity forms of educational products

★ Main operational purpose: Mainly focused on improving course sales conversion rate.

Examples of educational activities

【Summarize】

5 common types of Internet product activities

Use the TIP model to refine the form of activities

Elements that the event format needs to meet: ① Effective marketing tools; ② Interesting interactive scenes; ③ Intriguing product packaging.

TIP Model

■ Marketing tools (How to get users to buy like crazy?)

It is mainly set up by taking advantage of the users' profit-seeking mentality. It is the hook for activities to capture users and the bridge that operations build between commercial purposes and user behaviors. Common marketing tools:

① Red envelopes, including full-reduction red envelopes, no-threshold coupons, cash back coupons, cash red envelopes, etc.

② Discount coupons, with online settings, category restrictions, etc.

③ Newbie privileges, including experience money, reservation coupons, etc.

④ Exchange vouchers, course exchange vouchers, hotel exchange vouchers, etc.

⑤ Virtual services, membership, points, traffic packages, etc.

⑥ Physical objects: As long as they are what users need most in a certain scenario, they can be used as marketing tools, such as roses on Valentine’s Day.

⚠️3 principles for determining marketing tools for activities:

First, choose marketing tools based on operational objectives

Second, choose marketing tools based on the user life cycle, as shown below ▼

Product Life Cycle

Third, refine your marketing tool usage rules, refer to the following ▼

Category segmentation

■ Interaction (how to make users more willing to participate in activities?)

Marketing tools are distributed through various interactive scenarios to increase users’ sense of participation and cost in the process of obtaining marketing tools, thereby enhancing the sense of value of marketing tools in users’ minds.

1) Common forms of interactive marketing:

① Group buying; ② Bargaining; ③ Flash sales; ④ Lucky draw; ⑤ Free gifts for purchases over a certain amount; ⑥ E-commerce.

⚠️Note:

When choosing an interactive scenario, you need to match it with your operational goals. If your operational goal is to increase the average order value of users, then you should use free gifts and e-commerce scenarios. If your goal is to increase the number of users, then use interactive scenarios such as lotteries and bargaining.

Interactive scene usage for different operational purposes

2) Four core features of effective interactive scenarios:

① There is a threshold; ② There is a probability; ③ There is feedback; ④ It is interesting.

■ Content packaging (How to make users more willing to spread the activity?)

Content packaging method

Summary of knowledge points

1) Activity planning can start with imitation.

2) When the form of the activity cannot be clearly explained, it is a problem of marketing tools, interactive scenarios, and content packaging.

3) Operations need to select appropriate marketing tools based on their own operational objectives and life cycle.

4) Interactive scenarios are mainly used to distribute marketing tools. Effective forms of interaction have thresholds, uncertainties, are interesting and fun, and have feedback.

5) The description of the activity form needs to apply the TIP activity model.

TIPS: There are three key words for planning activities

Reference: No plagiarism. Pay attention to collecting high-quality event cases and use them for inspiration when planning.

Leverage: refers to internal resources, or controllable external cooperative resources, which can amplify the effects of activities.

Taking advantage of the situation: refers to the situation of the external environment, such as discussion hotspots, industries, countries, policies, etc.

Source: Huang Yue_Sara