7 steps to plan an online event!

Let’s think about this question first: In order to increase the average order value of his store, Zhang San gave each customer two coupons. The first one was a 60-yuan red envelope for new customers with no threshold, and the second one was a 30% off coupon for the entire store.

Do you think this Zhang San can achieve his goal? Why?

Answer: It is impossible to increase the average order value! !

The average order value is the average amount of goods purchased by each customer, that is, the average transaction amount, so the average order value will be increased only by discounts. A discount means that after the consumption reaches a certain amount, part of the price of the item/goods can be deducted.

There are two advantages of full reduction:

1. Increase the average order value: To reach the minimum consumption for discount, users will buy more goods;
2. Increase the number of buyers: Lower the price to the bottom line that sensitive users can accept to encourage them to become buyers, and also encourage hesitant users to place orders.

The amount of Internet browsing and purchasing is constantly increasing. Creating an event plan with a high conversion rate and a wide reach requires constant polishing, while accumulating experience and summarizing and iterating one's own event plan in each event.

As an experienced operator, event operation is quite challenging among all the operations, and the content needs to be considered quite comprehensively, such as: what is the purpose of the event, target user research, event gameplay/path/rules, event resources, promotion channels, etc. all need to be broken down into every detail for execution.

In fact, planning an event only requires seven steps. If these seven aspects can be thought about, processed and solved, your event process will be a perfect event.

1. Clarify the background of the activity

The timing of choosing an activity is very important. You can achieve better results by taking advantage of the situation and combining it with your actual situation. Generally, you can think from these three dimensions:

1. Is there a festival? What is a festival?
2. Are there any hot spots? What is a hot spot?
3. What stage of development is the individual/company in? Rapid development stage or mature stage? What actions have been taken recently?

2. Purpose of the activity

Attracting new users, activating users, improving user retention, and increasing sales conversions are all basic purposes of holding events. At the same time, we must also consider whether users recognize the event, like the company's business, and build word-of-mouth, thereby attracting more users. Therefore, events are not done just for the sake of doing them, but to strive to make the events high-quality. Another purpose of the event is to spread a positive brand image.

Activity performance indicators: number of activity participants, number of activity conversions, number of new users attracted by the activity, participation rate, new user acquisition rate, conversion rate, GMV, etc.

3. Target Users

User portrait: such as user’s gender, age, income, education, identity, city, consumption level, user level, etc.

Users' material needs: whether there are cash prizes, red envelopes, coupons, discounts, dolls, pillows, digital products, T-shirts, medals, etc.

Users’ psychological needs: desire to be respected, recognized, make friends, learn, complain, seek help, etc.

Case: Analysis of Luckin Coffee’s new customer acquisition campaign ideas

Core distribution channels: WeChat Moments advertising and office building elevator advertising.

Luckin Coffee uses advertising to attract users and adopts the strategy of "new users, free drinks". By registering with a mobile phone number, you can get a free drink coupon, which is valid for all drinks worth 21-27 yuan. However, the starting price for takeout is 35 yuan, and users also need to pay 6 yuan for shipping.

If you want to waive shipping costs, you have two options:

1. Add to order: Free shipping if you add bread, sandwiches and other light meals to your order - increase the average order value.
2. Share: Buy with friends and old customers will bring in new customers.

Retention methods: top up your coffee wallet (the more you top up, the more you get, the better the deal), 50% off every week, light meal storm (all light meals are 50% off), give TA coffee (friends download the APP by sharing the link, and each of them will get a free drink).

To summarize the logic of Luckin Coffee’s activities: through activities, users are encouraged to continuously recharge and place orders. Not only do users consume by themselves, but they also bring their friends to consume together. This creates activity fission and not only satisfies users’ material needs, but also their consumption psychology.

4. Online Activity Gameplay Model

There are four main elements to play the activity:

How to play the activity: 10 basic + combination methods, through lottery, guessing, check-in, subsidy, voting, testing, trial, essay, charity, collection, photo sharing and other methods.

Activity path: The path has 4 pages, which inform users of the entire activity process through the activity information page (activity copy to attract user participation, usually in the form of banners, copy links, etc.), the activity homepage (activity rules, gameplay instructions), the details page (the main page for participating in the activity), and the result page (feedback on user participation results, and further guide sharing friends to participate, forming a closed loop).

Activity rules: 6-question principle, what activity (activity theme), who will participate (target users), where will it be held (activity scene), when will the activity start (activity time), how to participate in the activity (activity gameplay), and what are the benefits of the activity (activity prizes).

5. Activity Resources/Prizes

The activity prizes follow the 1+3 principle. The principle of the prizes is to attract users, and users will participate only if they like the prizes. There are three key points:

• The quantity must be large: quantitative change leads to qualitative change, for example: Alipay Koi category lists 300 prizes, Douyin’s Spring Festival 6 billion red envelopes, 5G event operation data package, etc.
• Scarcity: Create a sense of scarcity, as if you miss this event you will have to wait another 10 years, for example: signed photos of celebrities, limited editions (unique, out of print, pillows).
• Cost: The cost of the prize is equal to the total amount of the prize | the number of users of the activity target (new users, conversions, etc.). The purpose is to control costs and prevent being fleeced.

6. Online activity promotion channels

Internal channels: social networks, official websites, WeChat public accounts, apps, and other new media accounts.

External channels: KOLs who can help/pay for promotion, channel parties who pay for promotion/help/cooperation, and other brands that can cooperate.

When planning an event, the traffic problem must be solved. Traffic must be unblocked from both internal and external channels so that all users reached have the opportunity to participate. This should be result-oriented. The greater the traffic, the greater the success rate of the event purpose.

7. Breakthrough point of online interaction

The breakthrough point is to work hard and increase investment in the entire event operation planning, amplify the effect of each link, and the probability of completing the event will also increase, and the event may even become a hit case.

Breaking through from the resource aspect:

B-side merchants: Find more merchants to join and let them invest more resources.

Partners: Invite important partners, governments, associations, etc. to support and increase the impact of the event, such as cross-border joint activities.

Top users: Involve KOLs and VIP users and package and promote the campaign.

Media agencies: Proper media publicity can double the effectiveness of the event.

Breaking through from the traffic aspect:

Platforms with sufficient traffic: make good use of the traffic you have, such as apps, websites, new media, communities, etc.; apply for company traffic positions, or seek cooperation with sister departments; bring in merchants' traffic; and discuss traffic cooperation with partners.

Platforms with insufficient traffic: seek external assistance (partners, KOLs, channels, distribution, etc.); take advantage of hot topics; other communities, SEO, etc.

Author: Original Operation Notes

Source: Original operation notes