How to write an activity planning proposal? Here are 4 tips for you!

If your boss is a fanatic about offline and online activities, and suddenly says to you before a traditional festival: "Hold an event for this XX Festival this year. Write a plan for me to see. The budget should not be too high, the publicity should be good, and the process should not be too complicated, balabalabala..."

Do you have any thoughts of packing your bags and going back home?

In order to prevent you talented people from leaving in tears (haha), the editor will give you a universal activity plan, so you don’t have to be afraid of planning any activity in the future!

01

What I want to tell you about event planning is...

The people around me and even myself have certain expectations about what kind of event should be planned. For example, my event must be a hit, or the number of fans must skyrocket, or the conversion rate must be extremely high, etc. Therefore, the pressure imposed on myself will be very high, and I will look at various event cases to fantasize about blowing up the whole audience.

But in fact, the cost of imitating such an activity case is very high, and even many details cannot be told to you because they are company secrets. So what should we do? Here I would like to tell you something.

When it comes to event operations , the most important thing is not creativity or imitating other people’s cases, but routine. We should not expect that every time we organize an activity we can become an instant hit and spread widely in one go. Low cost and high dissemination, such activities are hard to come by and must be the result of the right time, place and people.

Therefore, if you want to organize an event successfully, the most important thing is to be able to achieve the event goals steadily and effectively. I'll give you a picture:

When planning an event, many people think that isn’t it just about planning and then executing it? Actually no, you should follow these five steps.

Step one: research. Who am I organizing this event for? What is my purpose in doing this event?

Step 2: Planning. What should I do? You must remember that planning is planning and execution is execution. During the planning process, it is best to think of all kinds of details and emergencies, and then avoid making major changes during execution. This is real planning.

Step 3: Preparation. Can you do all the preparatory work, such as the copywriting and pictures needed for the event?

Step 4: Execution. During the execution phase, you need to focus on the activity data and the user's current status, rather than just sending something out and calling it a day.

The last step: review. Why do many event planners fail to make progress? Why do they not see much improvement after completing event planning time and time again? Because they do not review their past activities. They do not know what they did well, what they did not do well, what they should continue to use next time, and which pitfalls they should avoid. Without reviewing their past activities, their progress is very slow.

02

Let’s start planning an event!

The next step is how to plan an event specifically, what principles need to be followed, and what should be planned. Let’s talk about the simplest, most basic, very old-fashioned but still useful method: 5W2H analysis method. What we need to know is WHAT, WHY, WHERE, HOW MUCH, HOW, WHEN, and WHO.

Please correspond to your event theme, purpose, carrier, supporting resources, form, time node and participants respectively.

The first is the theme of the event. The main title of your event is used for dissemination, so it must be concise and catchy enough to be easy to spread.

The subtitle can be used for supplementary explanation. If users are not familiar with your activity, they can clearly understand what kind of activity they are participating in and what they can get by seeing your subtitle.

Then there are the purposes of the activities, which can be roughly divided into six categories.

The first one is called awakening . Awakening means that existing users have settled here, but they are lifeless. Although they are in our user pool, they don’t interact with us. Where have they gone? Wake them up with this activity and keep them active.

The second type is called recall . Our target users leave us for various reasons, but we still know where they are and can use some methods to recall them. Just like many games reward old players for recalling them because they also maintain social relationships with new and existing players. This is recall.

The third type is called promotion. The user is just about to purchase our product, but is just short of the finishing touch. Through this activity, we can give him a promotion.

The fourth type is product promotion. We have no intention of promoting sales but just want more people to know us.

The fifth and sixth types are attracting new users and promoting activation respectively. They go hand in hand. How can you attract new users, how can you make them stay, and how can you keep them active if they stay?

There are many activity carriers , such as Weibo and WeChat , which are relatively large platforms. The biggest difference between Weibo and WeChat is that Weibo is a square-like thing where everyone can see your stuff, while on WeChat, if you don’t follow the other person, you won’t know what he or she has done.

However, WeChat can continuously fission with the help of Moments and forward unfamiliar traffic through WeChat groups . The advantage of Weibo is that everyone can search for your stuff and participate in your activities.

There are also live broadcasts and short videos that are very popular nowadays. Through a live broadcast, you can let everyone know what kind of person you are and what your style is.

Short videos are still in their bonus period, for example, Xigua Video, 360 Quick Video, etc., and there are more and more platforms. And users also like this kind of short, fast and visually impactful things. Finally, there is offline media , which cannot be ignored when doing offline activities .

Simply put, supporting resources are your design resources, development resources, communication resources and operational resources . You need to list out which resources you can use now before planning your event.

There are also time nodes. Many people don’t know that there is a warm-up period before the event starts. They just release things directly when the event goes online. In this way, only people who follow you at that time can know what your event is.

Therefore, the most critical event planning and execution cycle is during the warm-up period. How many people’s appetite can you whet and how many people can you make look forward to your event are what you should care about most.

Next is the activity’s tipping point and long tail period. The detonation period is when all resources are invested, and then through the long tail period, more people are encouraged to continue to participate in the event and the materials for secondary dissemination are retained. This is the time node of the event.

The planning is over, and the next step is to start preparation. All materials need to be prepared before the event begins, such as text, pictures, videos, and the triggering points of the event must be prepared in advance. Only in this way can existing resources be issued at the existing time point during execution without being in a hurry.

03

The event begins! Execution and operations start!

Once the preparation phase is completed and the activities have begun, execution and operations must also be initiated. After the event starts, you need to monitor the data. There are many values, such as user sharing rate, user retention rate , page churn rate, etc. shown in the text cloud... By monitoring the data, we can ensure that our entire event is better and more complete, and can run efficiently, so as to fine-tune our event settings.

During the operation stage, you must first manage your core users and long-tail users well. Many core users know the 28 principle. 20% of users contribute 80% of the traffic. Because they are the truly influential people, you need to establish VIP services with them, ask them what problems there are with the event, how I can help them, and how I can make your participation in the event better and more enjoyable, as well as better sharing.

As for long-tail users, their number is huge but their influence is minimal. Many people even give up participating in the event when they find that they cannot get any prizes. What should we do then? You can add a lottery mechanism for them, and as long as they participate in the activities to a certain extent, they can participate in the lottery. Many users will feel that there is nothing wrong with participating once, there is no loss in sharing, and they can also participate in the lottery and have the possibility of winning a grand prize, which will increase the number of participants in the event.

When operating an event, be sure to remember to do a good job of secondary dissemination of the event. The first is something that is generated spontaneously by users. You can show it to other uninvolved users to spark their interest. The second type is that we bury some trigger points ourselves, make some interesting things ourselves, and pretend that they are things produced by users themselves. There will definitely be people who say this is not fake, but this is part of the operation of the event.

04

Replay is really important

After the event is over, a review should be conducted in a timely manner . There are four steps in reviewing: review what your goal is - what results you have achieved - analyze the reasons, and finally summarize the experience, what is good and what is bad.

The first step is to review what your goals are, whether you have achieved them, or whether you have deviated from them.

Then evaluate the results based on the data. The above picture shows some common data performance, but you still need to analyze the specific situation to see what data needs to be analyzed for your activity.

Then we need to analyze the reasons, what exactly caused the deviation of these data , what kind of problem occurred on which day, who is responsible for this problem, and how can we avoid repeating the same mistake next time. We can analyze the reasons from several aspects based on the pictures.

The last step is to summarize the experience and find out the reasons. Write it down in an article to tell others what is right and what is wrong. Even summarize it into something for secondary dissemination and tell others how you did it.

What matters in organizing an event is not creativity or one-time popularity, but ensuring that every event we plan can achieve at least 80 points. Only by steady progress, refined operations and accumulation can we plan excellent events! ! I hope you can gain something from reading this article~

The author of this article @朱少峰 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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