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

This article first talks about how to plan a complete and efficient event , one of the key points: event positioning.

1. Activity Background

The background description of the activity determines whether it can arouse the interest of the leader. The main value factors that influence the event background: product data, market hotspots, competitor dynamics, target groups, and leadership opinions.

1) Product data

Changes in product data are issues that leaders and colleagues will definitely be concerned about. Using product data as the starting point for describing the background of an activity can quickly draw their attention to the activity.

⚠️Note: Once you have determined the key data that the event planner wants to improve, you must also think about how to optimize the related data through the event.

2) Market hot spots

Market hotspots have a very significant data-enhancing effect on event planning. The reason is that hotspots can shorten the distance between the event and users, allowing users to perceive that the event is related to themselves. Hotspot classification:

① One category is predictable, such as the Spring Festival, Valentine's Day, Double Eleven, and Mid-Autumn Festival;

②The other type is unpredictable, such as the Chinese men's football team entering the World Cup and Xi Mengyao falling during the Victoria's Secret Fashion Show.

⚠️Note: Generally speaking, unpredictable hot spots are not suitable for planning activities. It depends on the flexibility of the company team.

3) Competitive product dynamics

Through in-depth observation and analysis of competitor activities, you can qualitatively determine the effective types of activities. If you can quantitatively provide performance data of competitor activities, I believe the background description you write based on competitor activities will be more convincing.

⚠️Note: This angle is more suitable for companies with market tracking strategies. It also conforms to the decision-making habits of most leaders: "Are there similar successful cases in the market?"

4) Target audience

Sometimes we organize activities just to meet the needs of users, or to improve the behavioral data of a certain group of people on the product.

⚠️Note:

■ When can we consider meeting user needs?

When a large number of users express very strong wishes or a certain trend appears in the data, we can use activities to verify the needs of this group of people.

■ In what situations is it necessary to consider improving the behavioral data of a certain group of people on the product?

Because the activity of a certain group of people on the product has great commercial value to the product and has a driving effect on core data, it is worth it for us to plan separate activities for them.

2. Activity Theme

Four dimensions to determine the theme of the event:

In addition, interesting, scene-rich, and suspenseful copywriting should also be considered as a reference standard.

3. Purpose of the activity

Based on the AARRR user growth model, the common operational activities currently include:

⚠️Note:

How to set the value of the operation indicator:

Your competitor’s metrics: If this is your first campaign, it is recommended that you use data that is 10%-20% higher than your competitor’s.

Your colleague's indicators: Under the same product and the same resource allocation, set the indicator at 10%-20% higher than his.

Establish traffic funnel and estimate conversion rate.

In addition, if you have similar operating experience before, you can refer to the data from previous years.

4. Activity time

It should be determined based on the product type and characteristics. The activity time is as follows:

Source: Huang Yue_Sara