How to write an activity operation plan? Three levels: methods, ideas and plans!

"We are planning to hold an event this week. Please write a plan and we will discuss it before next Monday!" said the boss.

As an operating cat, such scenes are inevitable.

The biggest concern is what to write and how to write. Some people will be lazy and ask friends in the same industry for a template, make some changes and then hand it in. As a result, my boss pointed out multiple loopholes and I had to take it back for a rewrite.

Why is this so?

Because they wrote the plan as a method.

To answer this question, we must first clarify what the plans, methods, and ideas are?

Let’s look at the methods first, for example: this month’s goal is to add 50,000 new registered users. Let's break it down. A coupon redemption event on a public account brings in 20,000 users, a lucky draw event on Weibo brings in 5,000 users, an event at an offline mall brings in another 20,000 users, and the last 5,000 users come from company employees forwarding the event plus natural growth.

OK, that’s the end of it. It’s about methods. What methods will you use to achieve the goal of 50,000? It’s not even a plan yet. But many people regard this as a plan, and your boss will scold you after reading it, "I also know that I need to organize activities and promote them through official accounts, Weibo, and offline promotion . What I want is a plan, a plan..."

You feel very wronged, because the proposal templates you found on the Internet are all written like this. Does your boss dislike me and is deliberately making things difficult for me?

Not really. What you search on the Internet are all plans that advertising companies show to others. They don’t involve too much content and may not be applicable internally.

The most valuable part of this is the creative aspect, but you may even lose it by imitating it . Because creativity is the most brain-burning, it is difficult to come up with it in just a few days. When we talk about creativity, we might as well say it is ideas, which is the second level we want to talk about.

What is the idea?

The idea is how you plan to do something, for example: to add 20,000 registered users through the official account. The idea is to solve two core problems - how to do it and why to do it?

1. How to do it?

For example: How to achieve 50,000 registered users? This part mainly focuses on three key points.

1.1 What to use to attract users?

• Discount promotion - 50% off on all items on Double 11
• Full refund - France wins the championship with a full refund
• How the products are produced: the story of the Nongfu Spring water delivery worker
• The product solves a certain pain point of the user - the dishwasher can help you avoid the trouble of cooking and not wanting to wash dishes
• Products endorsed by a certain celebrity
• Material rewards: iPhone X, Thailand beachfront villa suite (3 nights)
• …

1.2 What is the promotion method?

• WeChat group fission;
• Share to friends to help (bargain) and get free or low-priced products;
• Discount group buying;
• For reserved products, pay 100 yuan and get 500 yuan off.

Sometimes the gameplay itself has a certain appeal.

An important purpose to consider when designing gameplay is how to convert . You must not promote just for the sake of promotion. You spend money and give away things, but in the end the chicken runs away, leaving behind only a handful of chicken feathers.

What is the conversion process of your promotion gameplay? Is it complicated? Will there be too many places where users have to perform manual operations, leading to serious loss? Will it be necessary to download an app and for users to actively search for keywords ?

I once did a group buying activity. As the demand for the product could not be met and I was in a hurry to do the activity, I found a third-party group buying app . The conversion process is to use the mini program to form a group - share it to the group or circle of friends to let others join - receive the activation code and QR code after success - then the user needs to copy the activation code, long press the QR code to scan the code to download the App - jump to multiple pages and then download the App successfully - log in with the mobile phone number - click the icon on the homepage to find the activation page - paste the activation code - success.

It’s tiring just watching it, and the result is a slap in the face, leaving users confused and not knowing how to operate.

It would be much simpler if we developed the group buying function ourselves and provided it to users in the mini program. Use the mini program to form a group - share it in a group or circle of friends to let others join - and start using it. That’s right, it is so simple that after paying and forming a group, you can use it directly in the mini program. Anyone who has experience in online shopping can perform this operation, and the effect is improved N times.

1.3 Where to promote?

Channels determine whether your gameplay is feasible. You can play group buying on WeChat , video advertising is suitable for Moments, and forwarding and lottery are suitable for Weibo. In fact, many ways of playing are customized according to the characteristics of the channel, so the channel link must be included in the thinking part.

It is best to apply a marketing model. First, it can remind yourself not to forget the key links. Second, it can let your boss feel your professionalism. For example: the currently popular AARRR model, from user acquisition-activation- retention -revenue-recommendation, a complete promotion cycle.

2. Why do this?

A plan with clear ideas is not decided on a whim, nor is it based on years of operational experience . Instead, it is based on a set of logical reasoning and facts or data. What are the specific bases and data?

2.1 User Profile

What age group are the users, what is the ratio of men to women, what are their hobbies and characteristics, etc. Why do we need to analyze user portraits?

Because user portrait is an important reference for determining whether your promotion can be successful. Only by understanding the user portrait can you cater to their needs and use it to support what you use before to attract users. For example: the elderly like to read about how to provide for their elderly care, young women love beauty, etc. The actual analysis should be combined with the characteristics of the product, which is more complicated and in-depth than the examples here.

2.2 Historical operating data

It mainly depends on the conversion rate of each link in the conversion path.

The reliability of a promotion ultimately depends on data. For example, if your goal is 50,000 new registered users, you must have past conversion rates to estimate how much traffic is needed to achieve your goal. With traffic estimates, you can clearly find channels and apply for corresponding budgets.

2.3 Popular gameplay in the industry

It mainly depends on which methods in the industry cost less and have better customer acquisition effects.

You can read my other article: There is no high or low way to acquire customers

You don’t need to write too much detail about the WHY part, just give a brief introduction. Because within the company, everyone has similar views on user portraits, past operating data, etc., and it goes without saying that all colleagues can understand that the most important content is the HOW part. For a good promotion idea, you don’t need to explain why, you just need to tell how to attract your leaders.

Once you’ve written down your ideas, you can report them to your boss, and the next step is to hold a meeting to discuss the feasibility. After finalizing the result, we move on to the third level - the plan.

This part mainly involves the implementation plan , focusing on indicator decomposition, task arrangement, multi-party coordination, product demand, risk control, etc.

Among the three parts, methods, ideas and plans, the most valuable one should be the ideas. Whether the idea is interesting enough determines whether the promotion will be successful.

So next time your boss gives you a task to write a plan, be sure to spend the most time on thinking, and throw away all the templates and formats!

Author: Albumin , authorized to be published by Qinggua Media .

Source: Albumin