The planned activities are not effective? You were wrong from the beginning.

I don’t know if you have ever experienced this situation. Every time I plan an event, I just casually come up with the theme and struggle with it for a long time. The theme is only written when the planning deadline is reached. Why do every activity you plan have no effect? ​​It’s probably because you thought wrong when you wrote the activity theme at the beginning.

The theme of an event is a summary of the entire event. Letting users know what the event is about in one sentence is only the first level of effect that needs to be achieved. Attracting users to participate in the event in one sentence is the theme we need most. It means that we have insight into the real needs of target users .

"People who can write articles will not be bad at organizing activities." Activities are just the specific implementation of articles after they have been magnified. This is the view that Xiaoxian has insisted on since he started operations . I like to think of event planning as writing an article, so I have the following analogy between events and articles:

An effective campaign is like a soft article that attracts users to forward it.

Therefore, when you start the first step of event planning - determining the theme of the event, my suggestion is that you need to think about it in the same way as you would think about a sharp article theme , and try to determine it by combining information from the following four dimensions.

Dimension 1: Population/Industry

Who is the target audience of your product? Or who is the target user of this event? The population information is segmented based on user age, gender, occupation, city, income, family situation, interests and hobbies, education level and other dimensions.

Dimension 2: Service/selling point

Each product service should have a corresponding target user usage story - what the user wants, why he wants it, what problems he encounters during the process, and what help our service provides him .

The selling point is the most differentiated or eye-catching one among your many services. It can be the priority element of your event theme.

Dimension 3: Hot Topics/Celebrities

Riding on hot topics and celebrities is the simplest and most brutal way to increase attention to an event. When planning an event, please be sure to think about which hot topics are happening simultaneously in the current time period that you can ride on, or which celebrities can be quoted in the topic.

Dimension 4: Pain Points/Resonance

All the great ideas and copywriting are not groundless. Only by deeply understanding the pain points of users can we really come up with solutions to their problems. Only topics that resonate with users can make users take actions (read, buy, spread, collect)

When thinking about the theme of an event, if you can approach it from any of the above four dimensions, you will basically pass. However, in order for everyone to get high scores, you can combine these four dimensions more systematically to conduct theme mining when determining the theme of the activity. It is recommended to try the 64-grid mining method.

Taking the previous Valentine’s Day event planning as an example, I can come up with a theme that meets the pain points of a specific group of people through the following steps.

1. In the center, write the direction of the event: "Operator's Valentine's Day Event"
2. On the positive axis of the X-axis, write the target users, single operators, couple operators, and operating executives...
3. On the positive axis of the Y-axis, write down service selling points, operation courses, operation peripherals, operation community , offline activities , free movie viewing...
4. Write down the hot celebrities in the industry on the negative X-axis, such as Robin Li , Alibaba , Mr. Xu, Mi Meng ...
5. Write down the user resonance and pain points on the negative Y-axis, such as how to follow the hot spots, how to get rid of singleness, how to celebrate the holidays...
6. Then, in the table where the X-axis and Y-axis intersect, combine the keywords filled in the first five steps, start from any two (or more) keywords, boldly associate the picture and fill in the core keywords of the picture.

The whole filling process may be painful, but please keep filling it out , because your popular theme will appear in it. For example, after I spent about 20 minutes filling out all the forms, I found that in addition to the dry goods articles such as "The Biggest Routine for Pursuing Valentine's Day Hot Topics", the operation agency can actually have the following theme activities to do:

If you think about the theme strictly according to the 64-grid method, you will find that after the theme is defined, the promotional copy of the event will also be solved, especially when you know how to take into account the reference standards for writing copy that is interesting, scene-based, and suspenseful .

For example, on Valentine's Day, if you happen to be running an e-commerce business for women, your theme could be " If you're staying out on Valentine's Day, remember to bring these 24 things with you."