The most complete salon event planning summary in history!
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Introduction: For operations personnel, the work is now becoming more and more detailed. After continuous improvement and summary by industry leaders and operation experts, today's operation work can be generally divided into three parts: content operation, user operation, and event operation. Industry insiders have different understandings of event operations, including entertainment activities for users, salons and conference activities for target users or potential users, and promotional activities during exhibitions. What I want to share today is my experience in the salon event part of event operation. I hope it will be helpful to friends who have just become operators or are confused about salon event work. During the entire life cycle of the salon activities that I am responsible for, the salon activities are divided into early, middle and late stages according to time. The work done in these three stages is different and the content has different focuses. The early stage focuses on planning, the middle stage focuses on execution, and the late stage focuses on transformation. Let’s talk about the early stages of main planning today. For every salon event, I would start with a description like this: I want to hold a salon event for some purpose and to achieve some effect, and I have to do a series of things for this purpose. This involves the two most important points in event operations: purpose and expectation. Basically this is the strategic point of any salon event. How to determine purpose and expectations First of all, you need to understand what purposes such activities can achieve, and secondly, what needs these purposes are based on. For example, your product is a startup product and not many people use it when it is first launched on the market, then this is a demand; your product already has some seed users , but due to the technical threshold, most people cannot use its functions skillfully or simply do not know how to use it, this is also a demand; your product is relatively mature and has entered a normal product update and iteration cycle, and you need a large number of users to know your brand, this is also a demand. These needs can be summarized as the purpose of each salon event. The purpose of the activity for the first need is to find and discover seed users; the purpose of the activity for the second need is to educate and solve user problems; the purpose of the activity for the third need is to promote and expand brand awareness. There are so many of these that I cannot list them all. With the goal as a guide, and after planning and formulating all the details of the event, you can have a simple expectation of the effect of the entire event. This expectation can be quantified and verified through some methods. For example, for a salon that wants to acquire more users, the expectation can be a specific number. Of course, this expectation needs to be compared with the specific results of the third phase. Only through comparison can we draw a conclusion on whether the activity is successful and decide whether to continue. Next, let’s talk about the “flesh and blood” that make up this salon event, that is, the specific projects and detailed arrangements in an event planning proposal. The following is what I have listed. We can discuss the shortcomings and inappropriateness later. Types and forms of activities For activity types, I define them as online activities and offline activities . Friends who work in the Internet industry know that online salons are mainly activities based on social tools such as QQ groups, WeChat discussion groups, and YY; offline activities are what we are talking about, where we find a place and invite a few big names to talk about practical matters and the industry situation. The advantage of online activities is that they are flexible and do not interfere with working hours. They can form circles and long discussions, making it easier for operators to maintain and convert them later through social tools. The disadvantage is that the time is shorter. Generally, there is only one big shot in a salon. The advantage of offline activities is that they are formal and you can communicate face to face with many big shots. You have plenty of time and can gain a lot at one time. It is conducive to the accumulation of resources and connections for participants, and the on-site experience is great. Whether to choose online or offline, my advice is to decide based on the type of your company and the content you want to talk about. Regarding the form of activities, they can be divided into two types: hosted and co-organized. In the former, the main body is our side, and we can host it alone or invite friends to play together. The result is that all the contents written in this article must be accomplished, which is also the significance of this article. In the latter, the main body is other companies, and we are mainly responsible for participating. This will save a lot of trouble, and we only need to do our part, such as the speech topic and introduction preparation mentioned later, and the organization of materials. Generally speaking, online salon activities are often held individually. In addition, offline activities are usually held individually, unless there are few participants and they are relatively private salon activities. For example, the salons mentioned above include product function explanations, customer case analysis, etc. Otherwise, I would get a few friends to do it together. There are two things to note here: 1. A salon can have multiple purposes, such as promoting the brand while also wanting the audience to become their own WeChat fans; but often focusing on one purpose will make the event more effective; 2. The purpose of the event is closely related to the type and form of the event. For example, if you just want to solve product usage problems for some users in a unified way, an online salon will be enough. Selection of speaking partners If you are a co-organizer, just do what the organizer asks you to do. If you are the organizer, it is necessary to choose a few reliable partners. Generally speaking, we choose co-organizers based on the following principles: 1. Thighs. What are "big legs"? They are companies that are well-known and influential in the industry. As long as their names are put out there, the target audience will flock to them. They are called "big legs". 2. Enterprises that match their own products. For example, if you are a company that provides developer services, then companies that also provide developer services can be your choice. 3. Companies that can deliver solid results. Some salons are considered to be boring because the speakers just keep recommending products, products, and products endlessly. Excellent speakers can tell jokes and recommend products through jokes, and can talk about practical stuff and inspire the audience through the practical stuff. 4. Cooperative enterprises with special skills. For example, they have a robot that can act funny and cute; they have some practical coupons; they can give viewers some unimaginable gifts; they have several high-quality channels to attract listeners. In addition, it is generally advisable to choose three partners. Today, offline salon activities have gradually developed some conventional rules. For example, the time is generally in the afternoon, usually around 1:00 to 5:00. Such a long time is most suitable in terms of the length and quality of the speech, as well as the audience's acceptance. Determine basic information of the activity 1. Theme: What is this event going to talk about? The determination of this theme means that the content of all the speeches must revolve around this theme. When deciding on the theme, you might as well choose some topics that are appropriate to the situation. For example, the terms “Internet winter”, “Growth hacker” or “fine-grained operation” that everyone has been discussing recently. 2. In addition to the specific time in the afternoon mentioned above, time also includes the overall arrangement and selection of time. Generally speaking, in order to avoid unexpected and special circumstances, a salon event should be planned at least one month in advance. So one month later, you need to consider whether to choose weekdays or weekends; and whether it will conflict with the industry's expected hot spots. On weekdays, since everyone is at work, the attendance rate may not be high; on weekends, the salon activity is just a small training session, with some snacks and drinks, the attendance rate can still be guaranteed. 3. Location Sometimes a good location can save you a lot of effort. Usually we would prefer places like startup cafes and professional salon environments, but due to funding issues, we can also consider cooperating with places like joint startup spaces and incubators. At this level, the team in the incubator can itself serve as the audience, and if you are developing tools for entrepreneurs, such cooperation can also help promote your own products. At the same time, some incubators also have the ability to attract investment and rich industry resources. Maintaining good relationships with them through cooperation is no less than gaining another "big leg". In addition, the scale of the salon event must be considered to see if it can accommodate the expected number of listeners. Determining the speakers and speech topics From two perspectives: First, the speaker must be able to speak out something that is tangible and relevant to the topic, or at least most of it is practical; Second, under the premise of meeting "condition one", the higher the status of the speaker, the greater the appeal to the audience, and thus the more beneficial it will be for you to achieve the purpose of the salon event. Activity Schedule The activity process is the node limitation of the entire activity. The key points to consider are what to do and when to do more valuable things within the specified time. 1. Early communication with co-sponsors is very important, including reminders of the length of time for reviewing speech content. In a limited time, if someone speaks more, someone else will speak less. Don’t let partners feel uncomfortable because of uneven speech time. 2. By adjusting the time, you can control the content of the event. For example, if you want more interaction, you can relatively shorten the speaker's time. 3. If conditions permit, arranging a host will make it easier to control the process of the entire event. Registration channels and content In addition to the company's own WeChat and Weibo, you can also use some excellent third-party platforms for registration: Huodongxing, Huidezai, Weilian, 31 Conference, Circle Manager, Lazy Man, etc. Theoretically, there are multiple platforms to choose from, but it is best to have only one final entrance, which makes it easier to collect statistics and evaluate the effects. If you do not rely on the registration system of a third-party platform, you can use Maike to make a form for statistics. When it comes to registration content, the six elements of name, phone number, email, company, department and position are all very important. When it comes to the subsequent conversion of these listeners, the more complete the information, the better. Improve the overall process with details The above contents have been confirmed to be completed, and a salon event can basically be carried out. However, if you want to make this event more secure or more distinctive, the following contents must also be done. Set time nodes for various tasks As mentioned earlier, a salon event generally needs to be planned at least one month in advance. So during the month from the launch to the meeting, it is best to list all the tasks to be done and list the time points, supervise their implementation one by one, and ensure the overall pace of progress. for example: The time when the speaker and the topic of the speech will be confirmed; The time for providing presentation PPT materials; Final confirmation of the time of the speech venue; Email notification time for listeners; SMS notification time for listeners; Material provision time for speaking partners; The time for completing the activity notice; … Preparation of materials and gifts Your own and your friends' promotional materials, including leaflets, brochures, and roll-up banners, should be prepared in advance. In addition to general prizes, it is recommended that you offer some high-value gifts as prizes for interactive sessions during the event. As for whether these gifts are provided by yourself or by your partners, it depends on your means. Sign-in and shorthand Regarding signing in, some friends may think that this is a useless thing. In fact, if you have multiple registration channels, this work is very necessary, at least you can count the quality of each channel. In addition, check-in is also a process of confirming high-quality listeners. Moreover, many platforms now support electronic check-in functions. As for shorthand, such a high-end thing, everyone thinks it must cost money to acquire it. In fact, in the salon activities where the author used shorthand, there was never any payment, but it was carried out directly in a cooperative manner. In fact, although it is impossible to solve all problems through cooperation, at least most of them can be solved. The importance of shorthand is self-evident. After a salon, the manuscript needs to be sent out via WeChat that evening. How can the accuracy of the content be over 95%? shorthand! Venue Map Routes and Directions Sometimes you may choose a more remote venue, then it is necessary to prepare a route map for others to see and make some simple guides on the day of the event, so as not to let your audience go away disappointed because they cannot find the specific place. Four final tips: 1. The audience is the most important In a salon event, the protagonist is not the speaker but the audience. Without an audience, the best topic and the most outstanding speaker are of no use. Therefore, during the early planning, all factors that may affect the number of listeners must be taken into consideration, such as theme, speaker, time, location, registration channel, etc. Among the influencing factors, at least two factors must be guaranteed to ensure that the effect is reached for about 80% of the audience. 2. About cooperation Let’s count on our fingers what problems can be solved by cooperation: venue issues; speaker issues; registration channel issues (not only information release, but also headline display); gift issues; shorthand issues; … 3. You still need to leave some budget Although cooperation can solve most of the problems, we should never do it without budget preparation. For example, you can set aside some red envelope budget to promote event previews; you can also prepare some nice tea breaks to encourage the audience to stay a little longer in the second half. 4. Should I hold a paid salon? Based on the open and free spirit of the Internet, no payment is required! However, you can consider putting up an Alipay payment QR code at the end of the salon, so that friends who are willing can give you a reward. In my understanding, salon activities are a job that tests the overall level of operations staff. Take the early stages for example, you need to implement and complete the planning description of the plan, the writing of the event notice, the planning and implementation of the event promotional pictures, the coordination and cooperation between various department teams (operations, marketing, sales, design, etc.), and the detailed arrangements between the various speaking companies. Moreover, event operation is a job that pays great attention to details. If the details are handled well and comprehensively, the entire event will go smoothly and will not encounter too many emergencies. If the details are not considered carefully, there will be a lot of chaos on the scene. The above experience summary comes partly from my own experience at work, partly from learning from Zhuge’s colleague Alice and good friend Corey of APICloud, and of course also from some practical thoughts I occasionally see on the Internet. Next time we will talk about some things that need to be paid attention to in the middle and later stages of the salon activities. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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