Regarding event creativity, you need to know these 4 key points

As an operator , perhaps you are occupied by various complicated tasks, or you have lost your fighting spirit due to the daily repetitive work, and you are even losing your passion for work. I think you may need to learn a little about event creativity, which will make the operation work more interesting and lively.

1. Set activity goals closely around the operating rhythm

The main objects that operations face are all kinds of lively and elusive users. Some of them follow the trend, some pretend to be cool, some try their best, some are silent, and then most of them simply never appear again. Among the means of stimulating user activity and retention , creative activities are one of the easiest to stand out. Do you still remember the Wu Meiniang makeup that we photoshopped every day? Do you remember the personality test that was all over your circle of friends ? Do you still remember me and WeChat Story H5? Do you remember the military uniform photos that were all over the screen a few days ago?

The first step to come up with good event creativity is to formulate event goals closely around the current operating rhythm, breaking down the main goals and secondary goals. The clearer, more specific and direct the goals are, the better. If the current situation is that you find that the last welfare package promotion was effective, then you need to analyze whether to continue to promote another welfare package to existing users, or to attract more new users who like the last welfare package. If the current situation is low user retention , then we need to analyze whether to attract new core target users or to hold an incentive campaign for existing target users?

In short, operations is a job that requires a strong sense of rhythm. You can’t do activities just for the sake of doing activities. It is best to do each activity to solve the most urgent problem in the current rhythm.

Have you ever had this experience? There are always some bosses who don't consider the operation rhythm and blindly require activities to attract new users, regardless of whether they are target users, whether there is already a complete user operation model, or what the attracted users do after they arrive. They just want the data to look good.

The result is that the amount of data may increase, and then recede like a tide, leaving behind a bunch of bad reviews and complaints. Especially in the final review, the bosses showed off how far-sighted they were (attracting new data) and how crappy their operations were (retention data). It was such an unpleasant feeling, hahahaha, I hope everyone's bosses are wise, brave, strategic and talented.

2. Find and test activity ideas

Creativity is difficult, but it is not completely without rules. The most difficult thing about mastering creativity is not to find a specific inspiration, but to learn to train your thinking, master creative methods, and understand the principles behind creativity.

A simple way to create event creativity is to renovate old events, just like playing with photos. Baidu Magic Photo plays PK with celebrity faces, Tiantian Ptu plays with Wu Zetian's makeup, and People's Daily plays with military uniform photos. In terms of technical principles, these three activities use similar methods. The key is that they all identify the trend-following mentality, hot-spot following mentality and the desire for self-display behind creativity.

Therefore, to become an operator with a steady stream of good ideas, you must develop the habit of collecting cases and materials of creative activities, and pay more attention to finding the connection between your own products and these ideas.

If you want to find a brand new idea, you must insist on reorganizing the special materials of products and users , as well as ordinary materials about life and current affairs, to generate new ideas .

This may be a bit abstract. Do you remember “ New World Escapes from Beijing, Shanghai and Guangzhou ”? Following this principle, Xin Shi Xiang and Flight Butler (products) and participants (users) provided free air tickets (special materials) and launched a call for articles on "A Trip on a Spontaneous Basis" (ordinary materials about life and current affairs). Reply on WeChat to escape from Beijing, Shanghai and Guangzhou - get air tickets and meeting place - rush to the airport for activities and tickets to unknown places to complete some things/tasks that you have hesitated for a long time and thought you could not do (reorganize and generate new ideas). Perfect, right? A group of great people who understand creativity, I kneel down to you, haha.

3. Simple is good

Users prefer simple activities. An excellent creative campaign must be guided by user interests/needs, and seek the satisfaction points of the campaign from the user's real focus or unmet needs, and it must be easy for users to understand and quickly obtain. It seems a bit abstract. When I talked to the person in charge of Xiaomi's marketing activities a few days ago, she said:

“The requirement for a prize is that everyone should be able to get it”;

"Of course, the bigger the discount, the better. The bigger the discount, the more attractive it is to users, and the higher the conversion rate ";

“As long as users download and open the app, they will get the prize”;

"We need to prepare 10,000 prizes."

Are you immediately impressed that they fully understand and implement the principle that simple is better? It can be seen that Xiaomi’s strength is not without reason!

4. Depth and breadth of creative experience points for activities

Since everyone has realized the importance of user experience , event operations, as an important part of the product, must of course also pay attention to user experience. Take a look at this example to see how different depth and breadth of creative points can make a difference:

Activity idea: Give your girlfriend an unforgettable birthday!

Option 1: Buy eggs, flour, jam and cream in the supermarket and make a cake yourself.

What the girlfriend gets : a cake, or a little bit of feeling of being valued.

Option 2: Find a cake shop to customize an exquisite cake, and order a bouquet of roses from a flower shop.

What the girlfriend gets: A potentially tastier cake and maybe a little more romance.

Plan three: Find a planning company to plan a surprise birthday party for your girlfriend.

What my girlfriend got: a wonderful atmosphere to enjoy the cake, delicious cake, and various surprises. If you prepare a ring, maybe she will consider marrying you directly.

Judging from these three options, the more comprehensive and in-depth the process of activity creative points penetrates, the higher the added value will be, and of course the cost will also be higher. When we are creating event ideas, we must learn to make a reasonable trade-off between experience and cost.

Friends who are in charge of operations, have you begun to feel that creative event operations make operations a little more fun? !