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

This article mainly discusses how to make a complete and efficient event planning, the third part, event budget.

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

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

1. Two ways to explain the budget plan

① Directly state your total budget cost investment and the corresponding activity ROI you want to achieve.

For example: The ROI of this activity can reach 500%. We only need to invest 120,000 yuan and can achieve a net profit of nearly 600,000 yuan.

② List the activity budget in detail.

For example: This event will cost 120,000 yuan, of which 20,000 yuan will be used for gift purchases and 20,000 yuan will be used for preferential red envelopes. 50,000 for channel promotion and 30,000 for technology development.

2. How to calculate the ROI (return on investment) of the activity budget?

★ Calculation formula: ROI=(income-cost)/cost*100%

3. Activity Cost Planning

★ The cost budget details usually consist of five elements: incentive costs, employee costs, promotion costs, development costs, and floating explanations.

1) User incentive costs: fixed incentives, floating incentives, and invisible incentives

① Fixed incentive costs

It refers to the part of the cost that will not change with the change in the number of participants in the event. For example, the torch red envelopes on Double 11 are fixed costs.

② Floating incentive cost

The cost will fluctuate with the number of participating users at any time.

For example, to encourage users to register, you set up a 10-yuan new user bonus, and to encourage them to place orders as quickly as possible, you set up a 5-yuan cashback bonus. Then your floating cost is 10X+5Y (X=number of registered users, Y=number of purchasers).

⚠️Note:

■ For products such as red envelopes, regardless of whether the user uses them or not, as long as they are within the validity period, they will be included in the cost until they expire.

■ Need to set a floating incentive cost cap

③ Hidden incentive costs

Costs incurred by marketing tools that are not actually paid for, such as taking platform value-added services (such as membership and points) as gifts.

2) Employee incentive costs:

Employee incentive cost calculation types: commission incentive, bonus package incentive, bonus + commission incentive

① Commission incentive

Commission is a percentage of sales and it is variable.

② Bonus package incentive

Set a sales target and a corresponding bonus package for internal employees, and then receive bonuses in proportion to the completion of the target.

③ Bonus + Commission Incentive

④ Behavioral indicator incentives

Such as the retention rate of old customers brought in by employees, customer satisfaction index, etc.

3) Channel promotion costs

There are 7 common billing methods for promotion costs:

① CPM (Cost Per Mile): Cost per thousand impressions

② CPT (Cost Per Try): Cost per trial

③ CPC (Cost Per Click): Charge per click

④ CPA (Cost Per Action): Billing based on behavior as an indicator

⑤ CPS (Cost Per Sale): Charged based on the actual number of products sold

⑥ CPP (Cost Per Purchase): Billing is based on the number of orders brought by the advertising site.

⑦ Monthly subscription method, charging according to a fixed fee model such as “how much does it cost per month”.

【How to calculate promotion budget details】

First break down the goal, then convert it into a forecast of traffic demand, and finally break down the traffic goal into different channels.

■ (Split by different promotion channels) #Start from the end# Advantage: When you review the actual channel data later, you can know which channels are more effective than expected and which are less effective.

For example: The activity goal is 10,000 registered users. According to the past registration ratio of 20%, you need to introduce at least 50,000 new cookies for the activity page. We can split the new 50,000 traffic target into different promotion channels.

■ (By media channel) If you want to do a brand campaign, apply for a brand communication budget. Different levels of media in different channels charge different fees

4) Technology development costs

Technical development costs mainly refer to: front-end development - back-end development - activity joint debugging - activity testing - activity operation and maintenance

Technology cost = man-hours * price

4. 3 Communication Skills for Budget Application

1) Prepare 3 versions of budget packages

Mainly in terms of channel promotion and incentive plans, there are three levels: low, medium and high, and their respective advantages and risks are written out.

2) Extract core cost fields

3) Use past activity data to make cost justification

TIPS:

① When the leader is still not sure whether to do this: emphasize the value of the activity again from the Beijing part of the activity.

② When he/she is not confident about the whole activity: Try it on a small scale first

③ When he/she has no intention of doing this at all: Haha. . .

Summarize

1) Description of the activity budget. To be on the safe side, it is best to list a detailed list.

2) Activity budget costs include: user incentive costs, employee incentive costs, channel promotion costs, technology development costs and floating instructions.

3) User incentive costs are calculated based on fixed incentives, floating incentives and hidden incentive costs.

4) Although different companies have their own incentive characteristics, they are all derived from three basic incentive models: commission incentives, bonus incentives and behavioral indicator incentives.

5) When budgeting channel promotion costs, first break down the goals, then calculate the traffic demand forecast, and finally break down the traffic goals into different channels.

6) The calculation method of technical cost is actually very simple (technical cost = labor hours * price). Once the two data of working hours and price are determined, your development cost can be calculated.

Source: Huang Yue_Sara