What skills do event planners need to have to get a high salary?
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What is the core competitiveness of event planning ? Is it the creativity of the event or the ability to execute it on the ground? What skills do event planners need to have in order to get a high salary? …..In order to better express my understanding of the core competitiveness of event planning, I will first simulate a scenario: An e-commerce platform was approaching its first anniversary. In order to increase the platform's transaction volume, the boss called operations students A and B and asked them what good planning ideas they had for the platform's anniversary event. A: "We are a new company. We suggest that you refer to previous effective activities in terms of the form of activities, increase the promotion efforts, and increase the advertising efforts. This way, the transaction volume will naturally not be bad. We are good at this kind of thing and can handle it easily." B: "In addition to increasing transaction volume, I think the anniversary event is also a good opportunity to build the brand. My suggestion is to try to extend the project time, preheat in the early stage to retain customers , and use flash sales in the middle stage to attract traffic. On the anniversary day, full discounts and advertising can be released. By the way, in the middle stage, you can also invite some KOLs to send blessings and coupons to the platform. This is also a good way to endorse the brand." Imagine if you were the boss, which operation plan would you choose? You might think that student A's plan is more feasible than student B's, but deep down I think you should be more inclined to the latter. Why? The planned activities have a sense of rhythm! In fact, the richer the product data affected, the smaller the risk of identification. This is also what I think is the difference between an event planner with a monthly salary of 3,000 and one with a monthly salary of 30,000 . The core competitiveness of an event planner lies in the control of the rhythm of the event, and planning different types of activities in a reasonable order within a project cycle to improve the core data indicators of various products. It is not easy to have a sense of rhythm for event planning. First of all, you need to understand the best rhythm for various types of activities, and secondly, how to implement such a rhythm. The former can be learned by watching more, while the latter requires sufficient resources to support operational implementation. This article mainly shares the rhythm of 4 common types of activities, hoping to help everyone initially master the reasonable rhythm of event planning, and then wait together for the opportunity to practice. 1. The rhythm of the press conference Everyone must be familiar with this type of activity. Last year, smartphone manufacturers held a press conference every month. If you count the press conferences of Internet companies, you can probably see various press conferences on WeChat Moments every week. Creating suspense, stirring up controversy, pre-heating posters, KOL invitations, high-end H5, gifts for forwarding on Weibo, and coverage of all online live broadcast platforms are standard features on the day of the press conference. Of course, there will be no shortage of photo and friend circle bombardments. Immediately after the conference, public relations releases will be everywhere, and CEO interviews will either come up with brilliant sentences or outrageous statements. If it is a product press conference, there will also be 24-hour sales reports... After watching too many press conferences, you will know the basic rhythm and routine of this type of event. Here we take the example of the Hammer smartphone, which held a press conference and charged admission, and review its rhythm when it released the Nut smartphone. 1. New machine leaks At the beginning of 2015, the news that Smartisan Technology will launch the "Little Smartisan Phone" continued to ferment. On June 2, the Ministry of Industry and Information Technology announced most of the configurations of the new Smartisan phone. The authenticity of the information once aroused the attention and speculation of netizens, and also made netizens more and more looking forward to the Little Smartisan Phone. 2. Official statement In June, Luo Yonghao spoke on Weibo and responded to netizens, saying that the new product would not be called "Little Hammer" and announced that the price would be around RMB 1,500. Amazing! This simple statement has once again ignited netizens' enthusiasm for the little hammer. 3. Countdown poster With seven days left before the launch of Hammer's new product, Sina Weibo account @锤子科技 began to release countdown information every day, with different texts , to attract fans to continue paying attention to the launch conference and ensure high attention to the new product. Lao Luo himself also works tirelessly and forwards every message. 4. On the day of the press conference 1) Nostalgic posters: The nostalgic posters of every Hammer Conference are very interesting. This is also related to the fact that Luo Yonghao is the most talented crosstalk artist in the Northern Hemisphere. Too good-looking to be talented. Smartisan Technology has listed a series of great people who look better than Luo Yonghao, including Churchill and Hemingway, to be spokespersons for its Nut slogan. I wonder what these "outdated" celebrities would think. 2) Online activities Forwarding and giving away mobile phones is a tried and tested method of activity for all manufacturers. Regardless of whether there are zombie fans forwarding or not, judging from the data alone, Smartisan Technology can easily plan forwarding activities every time. 3) Brand linkage Leverage each other's strengths and exchange resources to achieve a win-win situation. Relying on their respective powerful user resources, brands can cooperate with each other to effectively increase the exposure of their respective brands. Starting tonight, you can receive Didi red envelopes by watching the press conference! 4) Event Marketing The information of the press conference has spread to every street and alley in the motherland. I don’t know if it is an event marketing by Hammer, but the building that has just been topped out also hung up a huge poster. 2. The rhythm of e-commerce promotion As an operator facing the e-commerce promotions that cannot be taken care of, you have to study more about their planning rhythm. The scenario case mentioned at the beginning of this article belongs to the typical rhythm of e-commerce promotion. It mainly focuses on the six factors that affect sales, namely " traffic ", "retention", " conversion rate", "average order value" and "repeat purchase rate", and ensures that each factor has data improvement for some activities. Currently, high-quality e-commerce companies will choose to prioritize online activities to improve retention and conversion rates when conducting promotional activities, and then release activities to increase traffic, average order value, and repurchase rate. Regarding the rhythm of e-commerce promotions, let’s take LeTV 919’s event planning as an example. Crowdfunding won the grand prize, and music fans were excited Time: September 7-September 18 Form: Check-in-like, count the number of check-ins, and accumulate the redemption prize pool. The more check-ins, the bigger the prize pool; Purpose: Increase activity and improve user retention Note: Guide users to share crowdfunding activities through the setting of lottery opportunity acquisition rules The overbearing president gives out benefits, and people grab them at a 10% discount every day Time: September 7th - September 18th, 12 noon every day . Format: 100 copies of a "hot product" every day, 10% off the original price, first come first served. Purpose: To promote 919 and issue vouchers in advance Note: Preview the products of each day in advance LeTV 919 all series discount 500 Time: September 19, 0:00-24:00 Format: Super TV/Super Phone is really reduced by 500 yuan, and the maximum discount is 1,000 yuan with the coupon Purpose: To increase the overall customer unit price by reducing the price of bulk commodities Inspiration: Issue coupons in advance, and issue coupons for full discounts 919 Flash Sale Format: 100 different products will be sold at 7 time points on September 19. Purpose: Increase the number of users who log in on the day of the event and issue vouchers. Note: The attractiveness of each product sold in the flash sale 3. The rhythm of topic interaction Topic interaction is an operational method often used by community products. It should be noted here regarding topic planning: For community products in the start-up stage, the most important thing when doing topic interaction is to increase the amount of product content, while mature Internet community products (with more than 1 million users) mainly use topic planning to disseminate content and introduce traffic. The key point of topic interaction aimed at increasing content interaction is to inform core users in advance. Here I will focus on the topic interaction based on traffic introduction to analyze its rhythm control. 1. Hot topic-oriented interaction If you use this kind of rhythm in your topic interaction, you need to be careful, it is a double-edged sword! If the effect is good, it can be as successful as the live broadcast of Luo Yonghao and Wang Ziru's fight in Chaoyang Park planned by Youku (more than 300,000 people watched online at the same time, setting a record for live broadcast and breaking the Internet video live broadcast data); If the effect is not good, then you will unconsciously become happy yourself, just like Flight Steward sponsored New World View's #4 Hours Escape from Beijing, Shanghai and Guangzhou# last year, which helped others. Others gained followers like crazy while your download ranking did not improve at all. 2. Function-oriented topic interaction People are not exposed to the interactive rhythm of this type of topic. Here we take #Baidu Tieba Public Opinion Exchange Platform#, which was jointly planned by Tieba and Focus Interview, as an example. Based on the sharp comments of millions of netizens on Tieba, during the 2015 Two Sessions, "Focus Interview" and Baidu Tieba jointly launched the "Focus Interview Official Bar", an interactive platform for netizens to seek advice from the Two Sessions. 1) Topic discussion tool At that time, the topic interaction used a special posting format on Baidu Tieba PC - Topic PK Post. In this type of post, users can choose to simply vote or type in words to express their opinions. 2) Predictable hot spots In addition to specific topics, the two sessions are actually a predictable hot spot, so the design of the entire Focus Interview bar header and the use of topic PK posts are all planned and perfected in advance. 3) Preparation for implementation The main core preparation work of this project is to communicate with the project focus interviews, synchronize the page development progress in advance, and confirm the forum netizens' feedback mechanism. 4) On-site and off-site publicity mainly involves the introduction of on-site resources in Tieba and Baidu search keywords , as well as other related cross-industry cooperation and focus interview resources. 5) Topic preheating and KOL Recruit topic volunteers to fill in the content with opinions scattered across the entire network, among which KOLs are mainly used to ridicule high-quality reviews on social media . 6) Content accumulation and PR output Because the project has in-depth cooperation with Focus Interview, the PR output of the topic interaction results is actually the biggest highlight. As for the accumulation of content, you can find out by searching for related posts now! 4. Rhythm of content topics Activity planning in content operation mainly includes topic interaction and presentation-type content topics. The overall process of content operation topics includes five steps: excavation, organization, presentation, packaging, and dissemination. The first four steps belong to preparatory work, and the fifth step, dissemination, is a reflection of the rhythm of content topic activities. The biggest difference between content topics and e-commerce promotion activity planning in terms of communication is that it pays more attention to the dissemination of content after it goes online, while the success or failure of e-commerce activities depends on the energy accumulation effect before the activity goes online. For the specific details, please see the table below. There are too many related cases so I won’t take up space to give examples! Frankly speaking, I have never recommended my friends to engage in event planning. The reason is simple: very few students who engage in event planning can make continuous accumulation in products. A lot of the time I work online, and when I finish one activity I move on to the next. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @陈维贤(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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