Practical experience: 5 steps to teach you how to plan an event!

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

As for what kind of event should be planned and what the expected effect of the event is, both oneself and the people around, especially the leaders, will have very high expectations. For example, this event should achieve an increase of 10,000+ fans, the event participation rate should reach 80%, the conversion rate should reach 70%, etc. All these expectations brought by the sudden thought will bring a lot of pressure to oneself. On the one hand, one fantasizes about detonating the whole audience, on the other hand, one thinks that if the event is not effective, it will be denied by the leader and laughed at by colleagues.

In fact, to make a good event plan, in addition to daily continuous learning, hard work, analysis and summarization, you can also use some tricks. The reason why many activities are so popular is not only because of the creativity, but also because of the tricks that win people's hearts.

When organizing an event, you must first have the right mindset. Don’t expect every event to be a hit and become an overnight success. Just like an article with over 100,000 views, it requires writing skills, opportunities, the right time, the right place, and the right people to become an overnight success.

Therefore, in order to carry out an activity well, we must proceed steadily and break down the activity step by step according to the set goals.

Below I will discuss with you in detail the various aspects and details of an event that I was personally responsible for. The most important thing is to remind you of the pitfalls to avoid when organizing events in the future.

1. Research

The content of the survey mainly includes who this activity is for, which groups of people are needed to participate, what is the purpose of this activity, the expected investment and expected results, etc.

There are six general purposes of activities:

1. Awakening means awakening the inactive users among the existing users and making them active.
2. Recall means to find back users who have left us for various reasons.
3. To promote sales means to get users to complete their purchases. Usually this is when users lack the finishing touch, so activities are used to attract them to complete the last step.
4. Product promotion refers to brand publicity, which allows more people to know us.
5. Attract new users and promote activation, that is, attract new users and keep them active.

After clarifying the purpose, we need to think about more specific issues to ensure that the purpose of the activity is achieved, such as how much resources to invest? What is the expected effect of the activity? What is the actual significance of the activity effect? What are the short-term/long-term benefits? What is the breaking point?

2. Planning

Planning is mainly about the details of the execution of specific work. It is best to take into account various details and emergencies, and then try not to make major changes during the implementation process.

The general principle to be followed in planning activities is the 5W+2H method, namely what, when, who, why, where, how, how m uc h. They correspond to the activity theme, activity purpose, time node, participants, activity form, activity carrier, and supporting resources respectively.

1. Activity theme

The main title of the event is used for dissemination, so it should be concise and catchy for easy dissemination.

The subtitle is used for supplementary explanation so that users can clearly understand what kind of activity this is and what they can get.

21-day activity main title: I bet I will persist 21-day piano practice check-in

Subtitle: All members won scholarships + Shanghai Disney luxury package two-day tour

2. Purpose of the activity

Our goal for the 21-day event is to drive traffic to the APP and increase activation and daily activity, that is, to attract new users and promote activity. The conservative estimate for the event is that 5,000+ people will participate.

3. Time Node

Many people don’t know that there is a warm-up period before an event starts. They think that they can just release it and promote it when the event goes online. In this way, only people who pay attention to your event at that time will participate in your event, which will greatly affect the effect of the event.

Therefore, the most critical event planning and execution cycle is the warm-up period. It is very important to whet the appetite of many people and arouse their curiosity and participation.

The 21-day activity was chosen when students just started their summer vacation, in order to ensure that children who learn piano have time to practice and check in every day.

4. Participants

The participants are your target user group. The target group of the 21-day event is piano students of all ages across the country.

5. Activity form

The main form of the 21-day activity is online APP check-in. Just upload photos of your piano practice every day to the designated activity page of the APP.

There was a bonus pool activity in the early stage, allowing people who were willing to "bet" that they could persist for 21 days to pay 10 yuan on the activity page. After the activity ended, those who successfully persisted for 21 days could share the bonus in the bonus pool.

In addition, those who successfully persevere will have a chance to share the event page and like it, and the result will determine who will win a deluxe package for two to Shanghai Disneyland (the prize must meet user needs and be attractive).

6. Activity carrier

There are many activity carriers, such as Weibo, WeChat , live broadcast , short videos , etc.

Tik Tok , which has been quite popular recently, is also a channel and platform that can be used well.

During the 21-day event, we mainly used Weibo, WeChat Moments , WeChat groups , WeChat public accounts and vertical large accounts as communication carriers, and did not realize the traffic brought by short video channels.

7. Supporting resources

Simply put, supporting resources are the design resources, development resources, communication resources and operational resources needed for your event, and they should be listed one by one before event planning.

The 21-day event mainly involves the development of the event page, the design of the event page, the planning of promotional copy , the preparation of promotion channels , etc.

III. Preparation

In order to make our event have a better dissemination effect and higher participation, we invited a famous pianist in the music industry to record a promotional video for our event, using the celebrity effect to call on everyone to participate in the event (but later due to his personal reasons, the promotional video was forcibly deleted after the event was online for half a day and the dissemination effect reached 10,000+, resulting in huge user loss ).

During the 21-day event warm-up period, we created a payment page on the APP. You can successfully register by clicking on the registration page and paying 10 yuan. After the registration is over, the registration entrance will be closed and a page with a countdown to the start of the event will appear. After the event starts, users can directly upload 21 days of piano practice photos on the event page. There will be one day of interruption in the middle and the event will be terminated.

Because there are a few days between the end of registration and the start of the event, in order to remind everyone to check in in time, we pop up a QR code of the event group after the registration is successful. You can join the group after the registration is successful, which is convenient for us to make subsequent user reminders and maintenance.

We also made opening pages and banner images on the APP and official website; pre-heating promotional images, pre-heating articles on various media platforms, a 3-day countdown image for the event; a "Persistence Master" certificate and a series of other materials.

(Partial picture)

It is worth mentioning that finding a good publicity channel for the event and determining the publicity method are also important steps in our early preparation stage.

4. Execution and Operation

After many page tests, the preparation phase is finally completed, the event begins, and execution and operations also need to be initiated. A journey of a hundred miles begins with a single step. The series of material preparation and groundwork in the early stages are all in preparation for the event operation , so you must go all out and take it seriously.

In the first few hours of the event, I was very nervous and actively reminded and guided everyone to check in in the group and official account .

In the next 20 days, I will pay attention to the event data on the second day of the event, check the number of people who did not check in, analyze the reasons, and make timely adjustments.

Throw out topics in the group to stimulate discussion, guide everyone to share their piano practice videos to the group, post some music theory knowledge, piano practice techniques and other piano practice information to ensure the activity of the group.

We also led everyone in the group to play some small games . The winners can get our trial classes for free, which is a means of guiding user conversion .

When operating an event, you must remember to do a good job of secondary dissemination of the event, so that users can actively share what they spontaneously generate. Usually you need to come up with something innovative and fun to guide users to share. At the same time, we can bury the trigger points ourselves, make some fun things ourselves, and pretend that they are generated by users themselves. This is also part of the operation work.

In fact, the decisive factor for good user operations is to help top users enjoy activities and encourage long-tail users to participate in activities.

5. Review

What I want to say is that review is really important. After the event is over, a review should be conducted in a timely manner.

Generally, the review process is divided into four steps:

Review goals - evaluate results - analyze causes - summarize experience.

Step 1: Review the goals and see if they have been achieved.

The result of the 21-day event did not meet expectations. In the end, only more than 1,000 people participated in the event. There were many reasons for this. To register for the event, one had to download an APP, which was difficult to implement and many users were unwilling to download it. In the registration and payment process, many users gave up because WeChat payment was not available. In addition, the promotional video recorded by the pianist was suddenly removed from the shelves, which affected the publicity effect of the event, etc.

Step 2: Evaluate the effect. After the event, we mainly analyze the following data: number of new registered users, number of paying users , 7-day retention , 14-day retention and 21-day retention.

The effect of this event in registering new users and retaining users was average. Since users were not guided to pay, the number of paying users was also very small.

Step 3: Analyze the reasons, whether it is a process problem, operation problem, rule problem, image/copy problem or traffic problem.

The last step: summarize the experience. You can use a mind map to sort out the problems that occurred in each link and conduct a review. It is recommended to summarize it into a case analysis and do secondary dissemination.

VI. Conclusion

In addition to creativity, organizing an event also requires the operational skills of the operator, that is, the process thinking and refined thinking of the event. Only by doing every link and every detail well and accumulating experience over a long period of time can an excellent event be planned. I hope today’s summary is useful to everyone!

If you have more ideas about event planning, please feel free to interact with the editor in the comment area~

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

Product promotion services: APP promotion services, advertising platform, Longyou Games