How to run an effective event? Share 4 tips!

Operating activities refers to the operations of event companies for different activities and activities of different natures, including steps such as event planning , event implementation, event execution tracking, and analysis and evaluation of event effects. Event operation is both a technology and an art. How can we run an effective event?

1. Activity preparation - If you want to do your work well, you must first sharpen your tools

1. Learn marketing methods from industry peers and other industry activities. The stones from other mountains can not only be used to polish jade, but also be used directly to enhance one's own accumulation. Only when we study the current situation of the industry and the latest event marketing methods can we understand the advantages and disadvantages of various methods and accumulate materials and experience for our future event marketing. The author suggests not only to look at the closing reports of peers, but also to reversely infer the event background and key nodes of operation through the event process. If we can understand the mechanism of the event and the reasons for adopting it, we will be able to better understand why such an execution method is chosen. If beginners can join a few more event operation processes from beginning to end, they will definitely make great progress. It would be even better if they could understand the causes and consequences of event planning with excellent case operators in the same industry. If you broaden your horizons, you can understand how 4A companies plan and execute cases.

2. Clarify the purpose of the activity. The purpose needs to be clear and measurable, and you must know that there can only be one purpose for the activity. If there are multiple purposes, it will ultimately fail to be achieved because the two purposes may run counter to each other. For example, my hope that users will be more active is not as intuitive as my hope that the number of effective posts by users will increase by 30%. Note that if you don’t have a goal, the KPI that your leader wants to achieve is your goal, but this goal needs to be broken down into other small goals so that they can be achieved one by one.

3. Sort out the target users of the activity. After determining the purpose, the most important thing is to determine the target users of the event. No event can attract everyone's attention. Isn't the popular Spring Festival Gala about to lose users born in the 1980s and 1990s? Only after determining the target users can you determine the strategy to influence them. After all, it is difficult to satisfy everyone. Only after determining the target users can you exert influence accurately.

4. Understand basic information such as user preferences. Understanding the basic behavior of users is the most important thing. Only by understanding user preferences and characteristics can we customize activity plans that users like.

2. Activity planning stage - Eat one bite at a time, if you take big steps, you may get hurt easily

1. Plan activity ideas and content

Event creativity is the most critical factor for the success of event marketing, and it is also the most direct influence on users to pay. Creative activity planning requires:

1. Planning needs to fit the goal, with the ultimate goal of achieving the goal. The author has seen a brand hoping that users would send their blessings on Weibo before it went public, but it mistakenly launched a micro-event on Weibo, which resulted in more than 100,000 zombie fans participating in the lottery, and ultimately failed to achieve the expected results.

2. Close to the preferences of the target audience, only activities that attract users can encourage their participation;

3. Reasonable participation threshold. The height of the participation threshold is inversely proportional to the number of participants. The lower the participation, the lower the participation, unless of course you want users to be deeply involved. I have seen that for a brand’s lucky draw, you need to follow another WeChat account, then share the content of the WeChat account on Moments , then post a screenshot of the Moments on Weibo and forward it to your friends @brand’s official Weibo. Can I say that you are a funny person hired by a monkey?

4. Interesting way to participate. The participation method should be more interesting. Interestingness can maximize the enthusiasm of users to participate. Interesting participation methods are the key point to attract users to participate in addition to prizes.

5. The activity needs to have emotional resonance. The theme of the activity must be able to arouse the emotional resonance of users. Only emotional resonance can impress non-lottery-loving and non-website active users. The author once planned a photo-sharing activity of posting photos of fathers’ backs on Father’s Day. In just one week, more than 10,000 netizens posted photos.

6. How to use social media for communication? If an activity wants to attract more users to participate, the best way to spread the message is to use social media relationship chains. How to use social media reasonably? Whether it is suitable for social media traffic is also very important; using social media is not just about putting a jiathis sharing button. How to design an H5 page ? How to motivate users to share to their own circle of friends? The author throws out bricks, and the reasons why users are willing to share on social media are: 1. I won a prize and I want to show it off; 2. I will get rewards if I share; 3. My friends may be interested in this; 4. This thing is too amazing/funny; 5. It touched me emotionally

7. How to combine with current nodes? If you can combine it with current hot topics, it can often have a good effect, but the speed must be fast, because hot topics often become outdated quickly;

8. The prizes for the event should best fit the event strategy. It is not necessarily the case that the higher the price of the prize, the higher the participation rate. The prize must be relevant to the event to achieve the maximum stimulation effect. BMW 5 Series has previously planned an event where the prize was to invite a senior racing coach to teach driving skills on the snow. This is undoubtedly the most valuable prize for BMW car enthusiasts. Sina Weibo 's free Weibo badge is also a virtual prize that users are scrambling for. As long as the event gives away virtual badges, the number of participants is more than 100,000. The author has given away the qualification for offline events to endorse celebrities, and the effect was also great. The author has given the winning users a celebrity photo sent back from Bali on February 14th. You know the effect.

Speaking of prizes, I would like to extend this here. If you have the money, you can purchase prizes that meet the requirements. But what if you don’t have the money to support it? I have used several methods:

1. You can always get some by begging for prizes from other departments within the company. At worst, you can ask the bosses to come forward, or other departments have needs. The smaller the company, the easier it is to meet the needs of other departments.

2. For prizes recommended by the company's sales department or customized activities for the sales department, ask for more prizes for future activities. The sales department will not be stingy with these prizes, but it is best not to directly contact the sales department's existing customers to seek prize cooperation. If you already have cooperative customers and the customers have prize sponsorship needs, you can ask the sales department for support. For customers who don't have cooperation, just be bold and do it! Of course, there is also the company's BD department. All departments that can be used should be used.

3. For ready-made resources within the company, small dolls and the like are all welcome. Don’t think that prizes are unattractive. Small prizes are also good. What you think is unattractive may be loved by some people.

4. Virtual value of company members. Is there a different membership system for corporate members? If you need to post 1,000 times to become a gold member, how about we give this privilege to users? What if the winning users can be pinned to the top of the forum homepage or displayed on the website homepage? What if a technology website could help polish and publish an article based on the audience’s perspective? What if you could interview the CEO of a famous company with a team of reporters? What if students could be invited to intern at a company and obtain an internship certificate? There are definitely perks that can be found within the company to reward users.

5. Trying to get something for nothing. This is something I strongly advise against. Some companies do not have any prize costs, but they introduce activities with generous prizes. In the end, they do not give out the prizes or they give the prizes to their own colleagues instead to avoid expenses. This will seriously dampen users' enthusiasm for participation and may even cause negative impact on the company.

2. Event copywriting

Never underestimate the power of copywriting. Carefully considering each title and each copy will bring huge results to your campaign. Do you remember those fill-in-the-blank activities on the Internet? Do you still remember the copywriting “sweeter than first love”? Do you remember which anime "Shocking! Evil mother attempted to kill her daughter but failed, Strange! The zombies turned into a couple" refers to? ".Totally heartless! The uncle imprisoned his sister and hunted down his nephew" Which fairy tale is this? In particular, the ad space entrance and event post title need to have a highlight that attracts users. Let me share the copy of my Father’s Day event : The most important support in the world is dad’s back… Father’s love is silent, generous and resolute, which is condensed in Mr. Zhu Ziqing’s “Back Figure”, a simple and unpretentious group portrait. Father’s love is like bamboo, open-minded, tough, and able to weather wind and rain without losing composure. The thickness of memories always accumulates inadvertently.

3. Estimation of activity rhythm and efficiency improvement methods

Activities usually last for a month or even longer. It is very important to control the rhythm of the activities over a long period of time. You need to make a timeline to control what needs to be done in each time period? When do we need to add fuel to the fire and how do we add fuel to the fire? The usual ways to increase popularity include increasing advertising space resources.

4. Event promotion and communication resources

There is no need to elaborate on the communication resources as everyone is familiar with them. One thing to note is that different entry ideas can be set for different locations. If you use news or social facts as materials in the news channel of your website, you will get half the result with twice the effort. How about putting some forbidden love copy on the women's channel?

5. Activity optimization and alternative solutions

Even the most brilliant planning may reach a dead end. It is better to prepare alternative plans than to be caught off guard. After the Durex heavy rain incident in Beijing, there have been few brilliant plans... If the activity is not effective, how should we remedy it? Is it remedied by modifying the activity mechanism? Or increase the prizes? Or guide through topics led by opinion leaders? Or is it to explore topics that users are involved in and process and disseminate them?

3. Activity Execution Phase - Beware of a Bad Foul

The most important thing during the event execution phase is to ensure the smooth progress of the event. At the same time, it is also necessary to monitor the direction of public opinion in the event at all times and delete negative or pornographic content in a timely manner. There are two aspects to pay attention to when executing an activity:

1. Is the activity effect normal and has it achieved the expected effect? If the effect is not achieved, can it be remedied? The author has previously found several ways to remedy activities: 1. Increase the number or value of prizes; 2. Increase advertising exposure; 3. Find internet trolls, maintain some internet troll accounts or find external internet troll companies to hype up activity topics; 4. Find website opinion leaders to participate. Each website has its own opinion leaders, and operators need to maintain good communication with these opinion leaders. They will give you a lot of help in the operation of the event. Of course, this operation is in normal times. You also need to tilt the resources of expert recommendation to them. How did Weibo Queen Yao Chen become so popular? She joined Weibo early + was active + was promoted by the official to become the queen of topics. When Sina Weibo went public, Yao Dazui was invited by Weibo CEO Cao Guowei to Nasdaq to witness the listing bell ringing. Have you done the same for your opinion leaders? 5. Look for recommendations from opinion leaders on other websites and surround the city from the countryside, but this is difficult.

During an event, the author encountered a group of IT technicians who hacked into our lottery system and published the winning tips on an external event website. It was because of the event execution supervision that no greater losses were caused.

2. Exploring the hot spots of activities

Some of the netizens who participated in the event are very talented, and the content they participated in is also very explosive. The operation needs to pay attention to the participation of netizens at all times, summarize the hot spots that may have communication value and promote them to further heat up the topic. Basically all Weibo hot spots, such as "Du Fu is very busy", became popular on Douban and Tianya and extended to Weibo. Unfortunately, only Weibo has promoted these hot spots, so much so that even many media believe that they became popular on Weibo.

3. Monitor activity flow

During the activity, there is a possibility that netizens will share pornographic and vulgar content, regional discrimination content, or other content that violates national laws. Operators need to constantly monitor the activity process. The author believes that it is more important to keep paying attention to some topics that do not violate national laws and the emotions of most netizens but are somewhat controversial, so that more people can participate in the discussion. Only with collisions can there be new sparks of thinking and the possibility of dissemination.

4. Award Ceremony

1. The awarding of awards at an event needs to be as fair and just as possible. Always remember that as long as the prizes are not drawn automatically by a machine, there will always be people who have negative emotions and objections. You don’t have to demand that 100% of people are satisfied, but you must ensure that the majority of people maintain an attitude of proof of the results.

2. In fact, the award ceremony is not the end of the event at all. The award ceremony process and the attitude and feedback of the winners after the award ceremony can be fully presented, which will add fuel to the event.

3. Are the prizes drawn in stages? Or will it be a unified extraction at the end? In my opinion, the phased drawing of prizes will maximize the user's enthusiasm for participation, stimulate the hormones of the participants again and again, and they will realize again and again that your activities are real and effective.

4. Activity summary: I speak for myself

After an activity is completed, it does not mean the end of the activity. Instead, it is the beginning of the next activity. It is necessary to summarize the pros and cons of each activity and avoid or continue to use it next time. Only in this way can the activity grow. It's important that your boss sees your work and that you advocate for yourself.

Summary: Activities are always planned and operated, and each step is related. The author's experience is:

1. The activity does not rely on this one-time participation with prizes, but on daily operations. It is far more important to discover your opinion leaders in daily operations, find people who follow you and like you, and establish links with them than to give prizes in activities. Only after establishing links will they be active on your platform for a long time;

2. Activities are not a tool for you to improve your KPI, but a gift of gratitude to some of your users. The purpose of the event is to keep your users paying attention to your platform for a long time, not for KPI, so it is important to give prizes to active users and opinion leaders. Ordinary users may lose contact with you after receiving the prizes, while every feedback from active users is a process of deepening the connection;

3. Who says you can’t plan an event without prizes? It is not impossible to follow the media editor's thinking and hold an event to let users participate automatically. If you can produce results without prizes, it means you are talented.

4. Goal oriented. Focus on the goal before, during and after the event, be goal-oriented at all times, and don’t do an event just for the sake of doing it;

5. Empathy. Think about the activity mechanism and details from the perspective of target users. Only planning that impresses yourself can impress your target users. But please note that you should think from the perspective of target users, not yourself as a user.

6. The process determines the result, and details determine success or failure. Only by paying attention to every detail of the activity can you control the result of the activity, and you will definitely gain more.

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

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