How to plan a successful and beautiful event?

This article mainly talks about how to develop a successful online event planning plan?

Today, I want to share with you a complete set of event planning processes. I hope it will be helpful to your work.

1. Preliminary work

In the first stage, you can try to come up with an outline of the activity: the reason for the activity and the desired effect. For example, an event may be held to recommend new products in order to attract users and increase sales; or an event may be combined with current hot topics, which is the so-called leveraged marketing, using hot topics to drive products in order to increase awareness and expand brand influence.

Combining the above ideas, it can be implemented into the following processes:

1. Focus on the target audience and clarify the type of activity .
Generally speaking, it is most important to understand who your event is for. Clarifying the form of the event for the target audience is the first step in event planning.
-If the target audience is industry professionals, the event type may be an exhibition or a theme forum.
-If the target audience is your own employees, the event type may be an annual meeting or an internal networking event.
-If the target audience is the company's customers, the event type may be a thank-you party or a new product launch.

2. Confirm the scale and budget of the event .
Number of days, number of people, specifications, budget

3. Choose a venue for the event.
Survey and confirm suitable venues for events based on the scale of the event. Generally speaking, don't choose a place that is too remote.

4. Select a builder or exhibition company (if necessary).
Generally, large-scale events require the introduction of builders or curatorial companies. If it is a particularly small event, generally speaking, there is no need to hire a separate builder or curator.

5. Create the event homepage and start registration.

-Confirm the primary KV

-Planning page content: event introduction, event time, event guests, event agenda, registration system, contact information

- Online website (preferably adapted for mobile devices, so that it can be shared on WeChat and Weibo and viewed normally)

If you have developers, you can design and develop a website according to the above steps and content. Building an event platform in your own company will require relatively high maintenance and communication costs due to manpower. There are also many third-party platforms on the Internet that can directly create and publish websites for event collection and registration data without any programming knowledge, thus saving some development manpower.

2. Mid-term work

In the second stage, you can try to think about the details of the activity. Event details include many aspects, such as: target customers (event objects), event time, event location, event theme, and event content; to be more specific, you also need to consider whether to produce advertisements, increase publicity, whether you need to use the power of the media to hype up the event, and whether you need to create a marketing landing page on the official website so that potential customers can see the event announcement through direct channels.

Combining the above ideas, it can be implemented into the following processes:

1. About the company

2. Introduction to the company's related successful cases

3. Further improve the content of the event homepage.

4. Activity promotion methods

2.1 Conventional material forms are:

Graphic posters, press releases, videos, H5 micro scenes, WeChat Moments posters, article push, PR press releases, event marketing, etc.

2.2 Conventional promotion channels are:

1. Online: self-media channels, new media channels, news channels, KOL media resources cooperation and mutual promotion,

2. Building advertising, elevator advertising, community advertising, paper media, and offline event promotion

-Advertising space;

-Website messaging, Weibo, WeChat;

- Video websites;

(Put advertisements and event content on some industry websites, Weibo platforms, QQ groups, WeChat groups or other portals with a certain amount of traffic, and link the content or advertisements to the event homepage to attract registration.)

Foreign market cooperation

Exchange or joint promotion with relevant organizations or media can make your event noticed by more people.

A good event also needs good channels to promote it. After all, even good wine needs to be promoted in a remote alley. When the activity plan is designed, the design of the activity promotion plan should be started simultaneously. Activity promotion includes on-platform promotion and off-platform promotion. On the platform, you can choose to promote on WeChat public accounts, corporate official websites, Weibo, mini programs, APPs, etc. Off-platform promotion can be through SEM, Tieba forums, news sources, Moments and other channels.

Combining the above ideas, it can be implemented into the following processes:

The event execution plan is carried out after the event creative plan is determined. Some companies do not have a creative plan when planning an event. Even so, even if there is no creative plan, the creativity and basic content of the event must be communicated before the execution plan is made, otherwise a lot of planning time will be wasted.

The execution of an event is a test of a planner's skills. Here we briefly talk about the qualities that an online event planner should have:

• Internet sense - You must have a certain understanding of the Internet, especially platforms such as Weibo, WeChat, Douban, etc. that are commonly used for activities. You need to understand their characteristics, rules, etc.
• Creativity - There are limited platforms for activities and the forms of activities come and go, so the success of an online activity requires a good idea.
• System thinking - From creativity to execution, activities involve the allocation of various resources, and need to consider the larger environment, the actual situation of the company, and the situation of the product. Problems need to be considered with systematic thinking, otherwise the planned things will be just empty words and will not be implemented.
• Communication and expression skills - From creativity to execution, an activity often requires contact and communication with different departments. If you want the activity to develop in the direction you want, you must take the initiative to express and communicate. Note that it must be proactive.

3. After the event

Final stage: a perfect finishing touch. Ending, as the name suggests, is to put a perfect end to the event, for example: sending a thank-you letter to let the visitors feel your sincerity; doing a questionnaire evaluation to summarize the progress of the research activities, and it can be combined with the writing of the summary report to facilitate the improvement of subsequent work.

Combining the above ideas, it can be implemented into the following processes:

1. Event feedback press release

2. Conduct user satisfaction survey (if necessary)

3. Cost budget

4. Activity Feedback

3. Secondary dissemination after the meeting.

Placing the event's high-quality content on the event homepage and optimizing it for secondary dissemination can increase the event's influence.

4. Write a summary of the activity.

Activity Overview: Briefly retell the activity theme, object, time, and content.

Activity effect statistics: describe the activity effect after the activity ends.

Promotional effect statistics: statistics on the effect of each delivery channel, and grasp the relevant data on traffic and conversion rate brought by each channel.

Reflection and summary: What experiences and lessons have been learned from the activity and publicity effects, how to adjust and improve next time.

Author:joanna

Source: Zhihu @joanna