What are the key points to consider in a good event planning proposal?

This article will share ideas for event planning from two aspects: preliminary preparation and online preparation, focusing on analyzing the details that need to be paid attention to in the event.

Today we will talk about online event planning. Those who have worked in operations know that event planning is one of the core tasks in operations.

1. Preliminary preparation

The preliminary preparations mainly include sharing insights into user needs, event themes, event targets, event selling points, event rules, product selection, event cycle, budget and effect estimation, and publicity channels .

Among them, the selling point of the event is the core of the entire event and an important factor in determining the final effect of the event; product selection and channel promotion follow the products and channels in the four elements of operation. The purpose of the event is to use core selling points, advantageous products and channels, to explore and enhance the conversion of new and old users, and ultimately achieve the goal of attracting new users and secondary conversions.

1. Insight into user needs

Understanding user needs is the first step in event planning. We need to know what the user’s current needs are. Why are there these needs? List them one by one and analyze them.

The job of an event operator is to satisfy their needs in a way that makes them feel satisfied; ultimately forming a good reputation, and the users themselves become advertisers and promoters of the platform, which is the ideal result.

• Mining from the user’s psychological needs: Analyze the user’s current psychological demands and what can impress them?
• Mining from the user’s material needs: Analyze the user’s current material needs, what do they urgently need?
• Exploring from competitor surveys: Gain insights into user needs by investigating competitors and understanding their current marketing strategies.

After understanding the user's needs clearly, the next step of work can be carried out!

2. Activity Theme

The theme of the event is generally determined based on the annual activity plan, such as: traditional holidays throughout the year, Western festivals, industry-created festivals, etc.

The theme of an activity should generally not be too long. It should be concise, relevant, novel in meaning, and unique.

The theme of the event should also be accompanied by a subtitle or core selling point to highlight the distinctiveness of the theme, so that users participating in the event can understand the core selling point of the event in a very short time.

like:

• Tmall Double 11 , 10% off for all items
• JD.com 618 , spend 1000 and get 2000
• Suning.com 's summer season, 0 yuan purchase
• Dangdang Book Festival, buy one get two free

3. Activity Target

The target of the activity refers to whether the activity is aimed at new users or old users. The new and old main marketing selling points are different. Generally speaking, the selling points for new users are bigger and the cost will be relatively high; for old users, the main focus is on maintaining the activity, secondary purchases and conversions of old users, so the effort on selling points will be less and the cost will be appropriately controlled.

like:

• For new users: Register and receive newbie gift packs, discount coupons, discount coupons, cash red envelopes, etc.
• For old users: free shopping points, free shipping cards, coupons, lucky draw entries, etc.

4. Activity selling points

We have said above that selling points are the core of an event and are important factors that determine the breadth of publicity and effectiveness of an event. Therefore, we must first strengthen the conception of easy-to-spread selling points for the event, and secondly, we must strengthen the conception of attractive selling points for the event objects. These two points must be established within an appropriate cost range, and remember that no activity is undertaken for the purpose of high subsidies.

(1) Easy to spread :

It is necessary to ensure that both the sharers and the sharees of the activity benefit from it, so that a dissemination effect can be formed, more and more people will participate, and at the same time, the sharers and the sharees can be indirectly converted into their own members; such as the " Share JD Beans, Redeem Cash " activity launched by JD.com , the " Free Group Buying " activity launched by Pinduoduo, etc., while sharing the activities, they indirectly acquired a large number of users, thus realizing user sharing fission.

(2) Attraction :

The attractiveness of an event’s selling points is the catalyst for event conversion; they are generally manifested in buy-one-get-one-free, xx% off on all items, buy x and get x free, pre-charge xxx yuan and get xxx yuan free, free orders within a certain limit, grand prize draws within a certain limit, and flash sales. Regardless of the form, it is ultimately inseparable from the principle of controllable costs, maximizing the cost-effectiveness without losing its attractiveness.

Every time you plan an event, you can appropriately create one or two hot-selling products, use them to attract traffic and new customers, and then use secondary hot-selling products for secondary guidance to create a continuous consumption model.

5. Activity Rules

Mainly explain and restrict some details of the activities:

• Are the activities targeting new or old users, or are they indiscriminate?
• What conditions must be met to receive event rewards?
• Which products are included in the activity?
• Whether to set a spending limit threshold
• Is there a limit on the number of awards?
• Do you want to set a participation threshold for users participating in the event?
• The activity entrance needs to be specified, such as PC, APP, or WAP
• Whether the rewards of this event overlap with other events;
• Description of the time for issuing event rewards
• If you have any questions about the event, please contact customer service.
• The right of interpretation of this activity within the scope permitted by law belongs to the owner.

6. Product selection

• Selection of hot products: Select 1-2 products with low cost (0 profit) and wide audience, strong acceptance and easy dissemination.
• Selection of secondary hits: The number is determined according to the platform situation, with the selection criteria of guiding secondary conversion, small profit margin, and high-low cost combination
• Selection of general products: The quantity is determined according to the platform situation, with large profit margins and easy acceptance by users as the criteria

7. Activity cycle

There is no fixed standard for the activity cycle. It is based on the estimated effect of the activity. The length of time depends on the length and popularity of the festival and varies according to actual conditions.

8. Budget and effect estimation

• Cost budget: cost of event merchandise, estimated cost of event rewards, cost of sharing and promoting the event, plus cost of event planning and pre-preparation, etc.
• Effect estimation: how many registrations, transactions, transaction amounts, conversion rates of each link, and ROI will be completed.

If there are many products to choose from, it is not possible to make an estimate for each product one by one. You can only make an estimate based on the average price of all products, the average transaction quantity, the average transaction cost, etc.

9. Promotional channel screening

Whether to use channel promotion depends on the scale of the event and the budget of the company initiating the event.

Of course, free channel promotion is the first choice, so combining self-media platforms , WeChat public accounts , WeChat groups , text messages, industry forums, a certain number of online media, etc. is currently the most cost-effective option! When the budget is insufficient, you can try to only do brand advertising on paid channels such as search engine keywords , information flow , and influencers .

2. Online preparation

1. Preparation of activity materials

Landing page UI diagram, banner, landing page link, adding activity page TDK, adding data monitoring code.

2. Preparation of promotional materials

Warm-up and official text messages, warm-up and official self-media tweets, warm-up and official forum tweets, warm-up and official WeChat Moments forwarding pictures and texts, warm-up and official official WeChat group promotional pictures and texts.

3. Preparation of paid promotion materials

Preparation of search engine keyword materials, information flow promotion materials, and other hard advertising materials.

The following is a list of material preparations before the entire activity goes online:

Summarize

Event operation is a very brain-intensive job, which requires a wide range of considerations and a lot of details, ranging from the high degree of coordination of various matters to the correctness of each word.

Event operation is one of the important categories of online marketing . Its role is not limited to attracting new customers, promoting activation and conversion, but it can also connect regular activities to enhance brand awareness and influence and help expand the user base.

A summary needs to be made after the event. Based on the estimated results of the event, the shortcomings should be analyzed and optimization suggestions should be made to avoid the same problems in the next event!

Okay, that’s all I have to say about event planning. I hope it will be helpful to everyone!

Source: Minghang Operations (minghang0205)