How to plan an offline event at zero cost?

Not long ago, on World Intellectual Property Day, a selection activity called "Woman of Wisdom — 30 Outstanding Women in the Intellectual Property Circle in 2018" was launched in China, echoing the theme of Intellectual Property Day: "The Driving Force of Change: Women's Participation in Innovation and Creation" which resonated with the audience, went viral for two weeks, and attracted more than 90 industry leaders to participate.

This brand promotion campaign ended perfectly with 49,242 confessions , over 60,000 new media readings, and a total PV (client views) of 300,000 on the entire network. This was enough to cause a sensation in the entire intellectual property industry, which only has 200,000 to 300,000 people.

It may seem like a simple brand event , but behind it is actually a new strategy of "ecological cooperation + user communication" .

As an event manager with many years of experience, next, I would like to take you through the planning, execution, and implementation of the entire communication to understand this brand communication activity that I thought was so easy but encountered many pitfalls along the way but the result looks pretty good. After all, Steve Jobs said: You can't connect the dots in advance; only when you look back in the future will you understand how those dots are connected together. Reviewing is the best way to learn.

Call C to make a plan

Why is the theme "women"?

Looking back at the 30-year development of China's intellectual property, more and more women have participated in it and promoted innovative changes in the industry with their wisdom and talents. The theme of World Intellectual Property Day this year happens to be women, and the theme is combined with "women", which is a fitting point.

Why do you want to do the selection?

If you want to amplify your influence, you must learn to leverage your power. In the past, the approach adopted was to spread the message with the help of some media and leaders. In addition, the customers covered by the communication may also be our best helpers.

There are many influential people in the intellectual property circle. If we can get help from influential people, the influence of the event will definitely not be too bad. After doing market research, we found that the selection of a women's series has never been seen in the intellectual property circle. Spreading positive values ​​is another good fit.

Position this event as a company brand voice event. After determining the goal, use the Golden Circle Rule to sort out the framework:

1) What:

Find people in the IP circle, find excellent people

2) Why:

• From a social perspective: find role models, set benchmarks, and spread positive values ​​to society;
• For participating women: build personal brand and enhance public influence;
• From the company's perspective: hosting the event, taking the opportunity to spread and build the company's brand and increase its reputation;

3) How:

Solicitation - Shortlist - Like and Confession - Announcement

However, in order to allow others to participate, first of all, the selection must have credibility and be recognized by the industry. A single company is indeed weak. At this time, we began to sort out the media resources and well-known institutions we had, and invited top media leaders in the industry to co-organize the event to expand the influence of the event. Here we once again leveraged the media to enhance the company's influence.

The specific details are not disclosed, the general idea is as above

Call D Overall Management

When the plan was finalized and the project started, there were only two weeks left until World Intellectual Property Day. When time is tight, we often fall into a busy and aimless state. At this time, we need a time schedule to guide our work.

To achieve the goal, what needs to be done, how long will each task take to complete, the priority of these tasks, list them in a time schedule, set a last day for completion of each task, and review them before leaving get off work every day. In this way, even if time is tight, the established nodes will not be missed.

A seemingly small time table will greatly improve execution

1) Preparation stage:

The most important thing here is the selection of the co-releasing media and BD, which must be industry-recognized and influential.

Our strategy is: 1 top media (great influence) + 2 internet celebrity self-media (representatives of self-media image) + 3 well-known institutions (publicly recognized). These media can be said to cover the entire industry, and the influence of jointly releasing industry selections is also obvious. At the same time, we also use these institutions to attract the first wave of registration traffic .

2) Promotion stage: (Here we only briefly mention the pitfalls that may be encountered in solicitation + release)

• Pitfall 1: Focus on quality and quantity (collection phase): The collection phase is divided into two parts. One is to automatically attract some traffic through the spread of articles, and the other is to prepare some tentative lists (jointly recommended by media) and invite big names to participate. This ensures both quantity and quality, while also doing a wave of CRM for some existing customers.

• Pitfall 2: Make good use of KOL traffic (online selection): During the selection stage, we chose a voting system with background visualization, which also adds a bit of mystery. We will compile a wave of data every day and send it to the shortlisted group to encourage and softly stimulate the shortlisted women. Proactive people always have a comparative mentality, and everyone has their own traffic. In this way, the voting PV reached 180,000+ in 4 days.

• Pitfall 3: Risk prevention and control must be done well (Release): Risk prevention and control must be done well at this stage. Study some past selection activities. It is common to be forced to delete manuscripts, which will greatly affect your promotion rhythm and user experience . Therefore, before publishing, the information of the candidates must be confirmed repeatedly. Anyway, I confirmed it three times. After all, if the expressions of some big names in their photos were not right, I would have to worry about it for a long time.

Call I Active Atmosphere

Call S user chat

For an event, creative planning and node control are very important, and user experience cannot be ignored, otherwise a brand event may be turned into a brand accident. The active atmosphere and user communication mentioned here have the ultimate goal of improving user experience and converting customers into loyal word of mouth.

The premise of an active atmosphere and user communication is to have a user communication platform. We use WeChat group and embed a QR code in the user registration success interface (registration platforms all support this function, such as Lingxi, etc.);

Let’s talk about the active atmosphere first. Most of the participants are industry bigwigs. They are busy with their daily affairs and basically seldom pay attention to the group unless the information is valuable to them. In addition to announcing the rankings every day and the active atmosphere at the nodes during the group creation and voting period, a batch of certificates, personal posters and other electronic materials are also used together with clever interactive language to increase everyone's activity.

Next, let’s talk about user interactions. The event only lasts for two weeks. In addition to the established promotion rhythm of the event, we promise that users’ payment will not be delayed no matter how late it is. During the voting period, we promised to compile and publish the rankings of the participating women every night. Because we did not know how to operate the system, we did the calculation manually in the first two days. Even if we had to work until the early morning, we still had to send the results to our clients.

Of course, on April 26th, we will send all the women who participate a bouquet of carefully prepared mysterious gifts - roses airlifted from Yunnan, to express our gratitude and blessings. The gifts will land mysteriously, and the result is another great reputation.

As mentioned above, this campaign to select 30 women in the intellectual property sector was launched within three days and ended in two weeks. It gained some media resources and converted some loyal fans. The new strategy of "ecological cooperation society leveraging + user communication to promote experience" ensured sufficient brand exposure.

This article was compiled and published by @大可由(Qinggua Media). Please indicate the author information and source when reprinting!

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