The process and methods of building an activity operation plan!

If you want to obtain more traffic and promote subsequent growth, event operation is also an important aspect. If you want to operate an event well, you need to combine online and offline resources, build an operation plan, and follow up with subsequent data analysis to promote the profitability of the product.

01

Here's what happened: when I received the task, there was only one week left before the launch, and the live video broadcast was on the website. At first I thought it was just a simple live broadcast, but after getting in touch with it I found that the requirements were very complicated.

The ultimate goal of this activity is to acquire customers and create momentum for product sales.

It can be roughly divided into three stages.

1. Video traffic generation

A live broadcast costs a lot but if you want to achieve great results, you need to make enough preparations in advance to attract traffic.

Because time is tight, we only give three days for drainage. The method is to send one teaser every day, and also put the previous day's teaser on the second day. On the third day, there are three teasers in total. During these three days, reservations for live broadcasts can be made, and users will be reminded when the live broadcast begins. The portals used are Tik Tok, Weibo and the company website.

2. Watch live broadcast

The end of the traffic diversion is when users watch the live broadcast.

3. Live playback

You can replay the live broadcast after it ends on the same day, and update the website until the next event starts.

02

The design ideas are as follows.

The following problems were encountered in the design of the solution.

1) Adaptation issues

A website usually has both mobile and PC versions, which will cause problems with mobile adaptation, pictures, text, etc.

2) Material size

Currently, websites generally control the size of video materials, so naturally videos with small capacity will appear blurry when viewed on mobile phones; at the same time, for the same effect as pictures, a relatively clear picture seen on a computer may appear blurry on a mobile phone.

03

After thinking through this activity, sorting out the activity process and supplementing it:

Summary

1) Improve the warm-up phase

Warm-up is crucial to the success of an event. Here are the steps:

① Online

Content marketing (delivery type): This type requires a lot of cost for initial preparation. Create content in private and public domains and produce soft-article recommendations.

Some product highlights and uses can be popularized in soft articles, and then posters can be inserted into the soft articles to publicize the live broadcast time points, and stories can be inserted into the content to enrich the content. As shown below:

Content marketing platforms are generally divided into: traditional media (newspapers, outdoor, communications, radio, and television); self-media (blogs, Weibo, WeChat, Baidu official post bar, forums/BBS and other online communities). You can find viral marketing points, conduct viral marketing, and achieve effective fission.

• Resource placement (resource type): Call for resources and environment on major platforms, and place advertisements on the banners of major mainstream media. Cooperate with well-known influencers to promote the theme and purpose of the event.
• Topic interaction (fission type): Interact and communicate through platforms such as Weibo and WeChat public accounts to understand fans’ psychology, further clarify user needs and make corresponding adjustments to activities.
• Advertising placement (platform type): Build the IP of mainstream applications 1 to 2 months before the event starts, and create a big IP through product IP promotion activities.

② Offline

Offline billboard promotion.

Promote activities on TV shows, such as the promotion of Xiaomi mobile phones on "U Can U Bibi".

On the day of the live broadcast, fans are invited to the scene to feel the atmosphere, increase fan enthusiasm, and increase on-site interaction.

In the preparation stage, increase awareness by co-branding products with other brands.

2) Warm-up time

An activity needs to be preheated for a certain period of time based on the desired effect. For example, a movie, such as Transformers 4, was preheated half a year before filming. The same goes for event warm-up. We generally don’t need that much time for warm-up, but we must choose the appropriate warm-up duration based on the importance, size, and resources of the event.

3) Phased output

If an activity wants to attract more people's attention, it must have phased output. I remember that after Jet Li filmed "Once Upon a Time in China", he said that Liu Jialiang designed the shadowless kick action, which required seven consecutive kicks in the air, and explained why it was seven kicks: the first kick seemed normal to the audience; the second kick, okay; the third kick, amazing; the fourth kick, incredible; the fifth kick, an aha moment; the sixth kick, the audience stood up; the seventh kick, the audience stood up and shouted excitedly.

This is a continuous action, and an activity must be continuous to maintain user excitement and reach its peak on the day of the activity.

4) Live broadcast time

The live broadcast time is also a very important consideration. You should choose the right time for the right event. Just as fitness runs are usually held in the morning and restaurant openings are usually held in the afternoon, then a live broadcast is best held in the evening. Because daytime on weekdays is working hours, few users will watch live broadcasts during working hours, so they can also choose the afternoon on weekends.

5) Activity data analysis

The event is not just for the purpose of being held, but also for the release of a subsequent product or for making a profit. After the activity, data analysis should be conducted based on the data collection tools set previously. Conduct data analysis based on the indicators and then prepare for the next wave of activities.

Author: Bao Gong handsome guy

Source: Bao Gong handsome guy