How to write an activity plan? Here are 3 great tips!

At work, we often encounter such problems:

The company has launched a new cloud platform and is going to hold a press conference. The leader said that there are only one and a half months left and you have to hurry up. So, how will you carry out your work?

During the interview, the interviewer asked: If you were asked to plan a salon event for 300 people alone, how would you plan it?

Let's see how to plan activities from the perspectives of people, goods, and venues:

What is the purpose of the activity? Promote new platforms, new features, new applications? What is the main product?

Focusing on these elements, we expand and use whiteboard tools for divergent thinking, and then aggregate and summarize:

Compared with mind maps, whiteboards can break through bounded thinking and allow you to think more divergently.

So, from the perspective of "whiteboard divergent thinking", we sort out the key information, what kind of products should be shown to whom, and how to show them?

Therefore, your plan needs to include the following:

Part I: Goods

1. Purpose of the activity

What is the purpose of this event? Whether it is a new product launch and promotion, a crisis public relations media conference, or seeking channel partners, the purpose must be clearly defined, which is the key to the success of the event.

2. Activity Theme

(Pictures from the Internet)

Taking Tencent Cloud at the Tencent Global Partner Conference as an example, it focuses on the concept of intelligence + ecology, so the themes are connection, intelligence, and the future, focusing on various different sub-sectors and the value that Tencent Cloud can bring to these fields. It not only fits the theme of this conference, but also reflects the product's positioning and vision.

Therefore, a title that combines the purpose of the event with the product features can make people clearly understand the purpose of the event.

3. Event time

The time of the event should be determined according to the rhythm of product promotion. The so-called timing is very important, and it should also be selected in combination with the time of important speakers. As for choosing weekends or weekdays, each has its advantages and disadvantages. On weekdays, if it is a professional and informative industry event, it can still attract a lot of audiences. If it is for resource docking and semi-entertainment in nature, you can choose to do it on weekends as a leisure and entertainment option.

4. Event location

Mainly determined by the budget, and secondly by the nature of the company and the product.

For example, when I was working at a startup company, I held a cloud platform launch conference. At first, I considered holding it in a five-star hotel to highlight the high-end product, and invited several public relations event suppliers to make a simple planning proposal. When I reported to my leader, he didn’t even look at the plan and directly said that as a startup company, it was impossible for the company to spend so much money on a marketing event.

Therefore, the plan was completely rejected. I was confused at the time. What should I do? There was only one month left! Later, I started to consider some incubation parks, entrepreneurial spaces, and entrepreneurial cafes. Finally, we chose a coffee shop in Shanghai. They have investor resources, good media resources, and the venue budget is in line with the leadership's requirements.

What I want to say here is that before planning an event, take things for granted and communicate more to confirm the cost budgets at different levels and the effects that can be achieved. Let your boss make the choice and you can avoid detours.

5. Activity Process

Generally speaking, the duration of an event is controlled within 2-2.5 hours. The content can be set according to the product, including the opening video, speech by the organizer, speech by the guests, product explanation and demonstration, lucky draw, speech by the partners, signing ceremony, etc. The timing, connection and transition of each link need to be carefully arranged to make the audience feel that the event is done in one go and is full of useful information.

Part II: People

There are several types of people:

1. Competitors

Study the events they have held, the guests they have invited, the process and settings of the events, and then find out what you can learn from them and the pitfalls that need to be avoided.

2. Target Users

Find new customers, old customers, and potential customers through different channels and make targeted invitations . The channels can be:

• There is already a customer database, which can be used for phone calls, SMS, push notifications, etc.
• Published on third-party platforms, such as Huodongxing, Hudongba, 31 Conference, Huige, etc.
• Self-media : official website activity area, public account , Weibo, social network , etc.

3. Domain experts and partners

As a KOL , you can give a keynote speech as a special guest at the conference. Field experts can share their outlook on the industry, current trend analysis, cutting-edge technologies, etc., to lay the groundwork for product launches.

Speeches by partner guests represented past successful cases, the basis for cooperation with the company, and expectations for future product development, serving as a model for the cooperative development of products.

4. Professional media

Which vertical media, portals, print media, and online media to invite should be decided based on the industry and the influence of the media in order to achieve good brand communication effects.

Part III: Field

The choice of venue is firstly influenced by the budget and secondly, it must match the temperament of the product.

After selection, the venue construction can generally be divided into reception area, conference area, tea break area, experience area, and a complete set of matching VI is designed in combination with the product, including all promotional materials, display screens, demonstration PPT, etc.

At the same time, combined with the characteristics of the product, if it is in the technology industry, some cutting-edge methods can be adopted in the check-in at the reception area and the setting up of the experience area, such as electronic check-in, VR experience, etc., to reflect the sense of technology and fashion.

By radiating the three core elements of goods, people and venue, basically the basic elements of a conference are all in place. The next step is to ensure the smooth holding of the event through excellent execution.

Generally, the work can be divided into several major groups according to the activity preparation work modules:

According to the timeline, the work is divided into several nodes, namely the early stage, mid-stage, on-site and late stage of the event. The work progress is changed through teamshare every day to let everyone know the progress of the preparatory work and possible changes, so that all employees have awareness of Plan A and Plan B.

As an event planner, careful logical thinking , overall control, grasp of details, and risk management awareness are all very important in order to effectively assist in product dissemination and sales.