It’s the end of the year, and we need to compete with event creativity again? Here is a thinking tool for you

At the end of the year, Christmas , New Year's Day, various annual meetings... come one after another, requiring both cost savings and unlimited creativity, which really makes people want to die. Although creative planning is the "soul" of every activity, constant brainstorming sessions never seem to be able to successfully summon the creative soul.

How to unlock the creative potential of your team?

As for how to unlock the creative potential of a team, we can refer to the Design Hackathon brainstorming method used by the Wandoujia team.

Simply put, Design Hackathon is a brainstorming method that allows team members to maximize their creative value in an equal and efficient state by diverging their needs. In order to make this brainstorming method more applicable to operational scenarios, let’s take Christmas as an example and follow the steps of “clarifying activity issues - starting brainstorming ideas - classification and streamlining - combining implementation” to see how the team can conduct correct and efficient creative brainstorming.

Before each brainstorming session, those involved in the planning are required to have a "sense of purpose" for the event. That is, after understanding the main goals of an event, they should break down the main goals according to the core elements such as products, users, communication channels , etc. Suppose we want to organize a Christmas event for an educational product, we can do the following:

Product: K12 online education platform

Target group: High school students

Activity Background:

• Promote the "wrong question collection" and membership to warm up for next year's promotion and sales
• Coinciding with Christmas and New Year's Day, competitors have begun to launch activities

Purpose:

• Increase user favorability towards the product
• Mobilize group activity and attract diving fans

After mastering the basic situation above, you can ask questions based on the core issues so as to stimulate divergent thinking later.

Questions that users can ask:

What kind of content would our users like?

During the "Double Holidays", what kind of activities will stand out and make users feel fun?

If it were me, what would I be interested in during the "Double Holidays"?

…

Questions to ask about “communication channels”:

What channels do we have to provide venues for pre-event warm-up?

On this basis, what resources can be expanded?

…

This step helps clarify the issues that need to be considered in the activity. The next step is to have a divergent discussion on these issues. I would like to remind everyone not to rush to determine a fixed direction, content or theme at the beginning of event planning , as this will make our thinking relatively passive.

After completing the first step, we can start brainstorming based on the questions raised.

Here I would like to introduce to you a very useful "N N2 N3" brainstorming method, where N represents the number of participants, N2 represents the short-term independent brainstorming time, and N3 represents the number of creative ideas that need to be produced after the previous round is completed. Set an N 3 3 brainstorming rule, that is, each person participating in this brainstorming needs to come up with 3 creative ideas based on a certain problem within 3 minutes per round, and then pass them on to the next person.

For example, "If it were me, what would I be interested in during the Double-December holidays?"

Holidays

Santa Claus

Receive a surprise gift

Opening masquerade

Gala

Discounts and promotions

Doraemon

…

After this kind of brainstorming, we may come up with all kinds of strange ideas, or we may be inspired by the ideas of previous team members and come up with more perfect ideas. Therefore, this stage does not require direction, restrictions, or organization. You only need to:

• Don't care about the opinions of your boss or leader.
• Don't give up shortcuts, stand on the shoulders of giants.
• Don’t think about something too abstract like “build a better campaign.”
• Set a time limit in advance. It cannot be ended hastily, nor can it be extended indefinitely.

Through the brainstorming in the previous step, we may collect many ideas provided by group members, but these are scattered and emotional and have not been deeply thought out. Therefore, this part requires classification and screening of these creative ideas. Since we have already refined the core points of event planning in the first part, this part only needs to classify these core points.

For example, “ promotion channels ” can include: official website homepage, APP homepage, WeChat public account , QQ group, QQ space, interest tribe, Zhihu, Douban , Baidu entries…

But according to the event background we set, the main target group this time is "high school students". According to their usage characteristics, we may give priority to QQ-related channels for promotion, such as: QQ groups, QQ spaces, interest tribes...

After completing the screening, combine the creative answers that team members came up with to the questions to form a practical activity plan. for example:

Q: "If it were me, what kind of activities would I prefer during the Double 11 holidays?"

A: "Clear your wishlist"

Q: “What kind of activity preheating is more attractive?”

A: "Blindly make a wish and pay 1 yuan of wishing coins during the event warm-up period, and you will have a chance to receive your wish gift on the day of the event."

Q: “What channels can be used to promote this event?”

A: "Internal channels: QQ groups, QQ spaces, interest groups; external channels: Station A, Station B , etc., where A-dimensional people gather."

So, combining the answers to these two questions, the creative direction we can get is:

For internal purposes, you can initiate a "Clear Your Wish List" warm-up activity in your own interest tribe account in advance. For external purposes, you can choose Station A and Station B where two-dimensional people gather to post event previews. Users who participate in the blind wishing event can pay 1 yuan of wishing coins during the event warm-up period, and they will have the opportunity to receive their wish gift on the day of the event.

If you encounter a pile of activities and your creativity reaches an awkward point, you may want to refer to Design Hackathon to help your team open up their minds. Once you try it, you will find that this method really works well.

The author of this article is @操作合作伙伴. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century