Understand the framework system of event operation in 10 minutes

Activities are a booster for any product. Good activities can not only bring greater brand exposure to the product but also attract a large number of target users. However, for many novice operators , when the boss gives you a task to organize an event, they often don’t know where to start and are easily confused. This article will take you through the basic framework of an activity quickly.

Clarify goals and resources

Setting clear goals is the core indicator for the operation of this event, and confirming the resources at hand to achieve the operational indicators.

For example: As an operator of an e-commerce product, your boss gives you a budget of 50,000 yuan and asks you to double your sales this month. Then, what you need to do next is to first find the focus of the activity. The idea here is to break down the core indicators to be achieved.

Break down sales into three indicators: total number of users, payment rate, and AR PU value, and then we can find three points to focus on. If the goal is to increase the total number of users, we will conduct a new user acquisition campaign. If the goal is to increase the payment rate, we will activate user activities that have not yet generated payment. If the goal is to increase the ARPU value, we will stimulate users to spend more money. Here I suggest weighing the cost budget of each focus point under the condition of limited budget.

Main line of activity gameplay & form

OK, now that we have found the focus, we need to design the main gameplay of the activity. The main gameplay is usually to find reasons to give big gifts, such as holiday promotions, store anniversaries, or combining with popular events to attract people's attention. The most typical and influential external forms such as 20% off on all orders placed on the day of the event are none other than Taobao's Double 11.

Activity branch gameplay & mechanism

Well, after we have the main game play, we also need to design the side game play. After all, users are not as self-entertaining as we think. What should I do if the activity becomes less popular after a few days? What should I do if there are not many participants at the beginning of the event? What should I do if orders are concentrated on certain days? These all require the use of side quests to establish rules to avoid these potential risks.

1. How to attract users' continued attention? Here we need to constantly throw out new things to stimulate users. Taking e-commerce as an example, there is a main venue every three days, covering home appliances, clothing, and maternal and child products , so as to constantly throw out fresh ideas to gain the continuous attention of users.
2. What if there aren't many participants? At this time, we need to raise user expectations and do a good job of warming up. For example, you can enjoy a 30% discount on the day of the advance crowdfunding event.
3. What should I do if orders are concentrated on certain days? This requires stimulating the daily order volume, offering discounts to the first ten orders every day, and a beautiful gift for every order placed in the order of 33.

The above are some ideas for branch operations, which mainly aim to inspire thinking. More and more effective ones require us to continue to explore.

Determine the program/project management

This step is mainly about communicating with the product development department to implement the activity demand adjustment plan, and then go online after confirmation.

After confirmation, the next step is to enter the project management stage. The central idea of ​​project management is information synchronization and clear division of labor. Who is responsible for that thing, when it starts and ends, accurate to the number of days. What I use for project management here is the Gantt chart. Through the chart, project matters, estimated time and progress become clear and visible.

Event warm-up & promotion

After all the above have been confirmed, we will then proceed with the warm-up and promotion of the event.

1. Preheating is mainly to increase users' expectations. Creating some suspense during interaction is often the best option. Contests and suspense creation are commonly used methods.

2. Promotion is divided into on-site channels and off-site channels. Determine the target audience of the activity and evaluate the delivery strategy of each channel based on the resources and budget at hand. If the target group is young people, Weibo , WeChat, Douban, advertising, etc. are all good delivery strategies.

Activity Execution & Secondary Dissemination

During the execution process, it is necessary to constantly monitor activity data and make timely follow-up adjustments, as well as to dig out some interesting and valuable materials, such as photos of the event site, photos of celebrities, big Vs, and stories that happened during the event. The main function of these materials is secondary dissemination, which infinitely amplifies the value of the entire event. If an activity cannot leverage subsequent secondary dissemination, it is basically a failure.

Confirmation of event results & distribution of prizes

At the end of the event, in addition to evaluating the effectiveness of the entire event and distributing prizes to winning users, there are some very important things involved, such as the conversion rate of each process of the entire event. Analyzing the reasons is a valuable asset for an operator to conduct future events. When distributing prizes for the event, we will retain sufficient communication channels for the winning users to ensure that they can contact us at any time if they have any questions, giving each user a sense of importance.

Finally, you need to write an article of thanks for the entire event, which is the final dissemination of the entire event. This is also very important. If done well, it will have great brand value. For example, in the “Four-Hour Escape from Beijing, Shanghai and Guangzhou” event some time ago, the organizer of the event wrote an article describing the entire process of the event, which also had a great dissemination effect on the Internet.