How to plan a complete and efficient event? (Four)

This article mainly discusses how to do a complete and efficient event planning, the fourth part: event promotion.

1. 8 major paid event promotion channels

1) Tencent Social Advertising

2) Toutiao

3) Baidu PPC

4) Sina Fans Pass

5) Online Alliance

6) New list

7) Video Sites

8) Navigation website

2. Efficiently plan promotion resources within the site

1) Own product promotion resources: Banner position, pop-up window/floating layer, PC main site full page/APP startup page, Push promotion, system notification advertising, feed flow advertising, search box advertising.

2) Own media promotion resources: official Weibo, official WeChat public account, EDM email promotion.

Notice:

① The site must ensure that there are channels for promotional activities every day, otherwise the external traffic will not be able to find the entrance, and the overall activity conversion rate will be very low.

② Apply for resource positions one week in advance and strive to obtain as many on-site promotion resources as possible, and try to apply for the best position.

③ Even for free promotional resources within the site, you should pay attention to the conversion efficiency of the title of the copy, monitor the conversion rate in real time, and make corresponding adjustments in time.

3. Community platform promotion

【Advertising promotion method】

1) Official advertising (charged by CPM), Guangdiantong and Fanstong

2) KOLs forward and interact on social platforms (charged by the number of posts), and Internet celebrities provide advertising services

3) User invitation is also called user promotion plan. The underlying logic is to allow users to exchange certain vested benefits by sharing and forwarding event information, which can be bonuses, red envelopes, coupons, courses, memberships, etc.

Setting incentives for users to participate in dissemination is key.

How to decide which promotion method to adopt? (3 dimensions)

① Do you have a simple concept? For this activity, users must be able to explain it to their friends in one sentence.

② Do you have a clear action order? For this event, users must know how to participate without any barriers.

③ Can you arouse users’ desire to share? This activity must make users want to forward and recommend it. If you were a user, would you make a lot of money from the activities you planned?

【Advertising Type】

1) Community advertising

2) Community soft article placement

Notice:

① You need to make use of community rules and cleverly pin posts to get as much exposure as possible for soft articles.

② Use interactive functions to develop new display locations.

③ Build influence and become a community KOL.

3) KOL promotion

①KOL resource acquisition:

A. Business cooperation: payment, resource exchange

B. Accumulation in daily life

C. Level up by yourself

②KOL promotion matters needing attention:

A. Set clear promotion goals and assessment criteria.

B. Create user portraits for yourself and the KOL.

C. Generally speaking, soft promotion methods are better than hard ones.

How to promote promotion channels with zero promotion budget

1) In-site channel promotion

2) QQ Group: Interest Group Promotion

3) Familiarity communication: using the "killing familiarity" strategy

4) Resource replacement

Equivalent traffic exchange with other service providers.

5) Upload works on tool marketing platform

Upload (create) your event page on H5 marketing platforms such as Renrenxiu, iH5, and Yiqixiu.

6) Joint activities

Business cooperation with non-directly competitive companies

4 principles for developing a promotion plan

1) Channel and target matching

2) Matching channels with audiences

3) No promotion gaps

4) There are concentrated outbreak nodes

Channel data analysis dimensions:

User usage depth: number of visits, views, conversions, and length of stay in each link.

Data performance of different channels: exposure, clicks, user depth, etc.

Data performance at different time points: morning, noon, evening, weekdays/weekends. . .

Core knowledge points

1) Not promoting an event is an extreme waste of resources.

2) It is recommended to conduct in-depth research on 2-3 promotion platforms

3) For on-site promotional resources, you must apply for more to ensure that you can promote it every day.

4) For community promotion, the simplest and most effective method is advertising + KOL guidance.

5) Social platforms, in addition to advertising overseas, also set up incentives to guide users to share.

Related reading:

1. How to plan a complete and efficient event? (one)

2. How to plan a complete and efficient event? (two)

3. How to plan a complete and efficient event? (three)

Source: Huang Yue_Sara