A perfect event planning plan cannot be without these elements!

Do you hope that the event will become a hit? That depends on whether your event planning is interesting. In the Internet age, users' attention is extremely scattered. If your brand does not come out to make its presence felt and build sentiment, it will most likely be forgotten.

Organizing activities is a good choice. It can increase your presence and generate revenue. However, you can’t just organize an event to make people remember you. The first step is to get users involved.

1. The threshold for setting activities should be low - don’t make users think

There must be a threshold for participating in the event, but it should not be set too high. It should not make users think too much and make them eager to participate. This is the primary condition for the event to become a hit.

Several recent popular events, such as Plato’s “Personality Labels”, have attracted approximately 30 million PVs for the entire event, with more than 20 million personality labels generated and 200,000 new registered users on the APP! Why is it so popular? One of the important features is that the participation threshold is low, and the gameplay is simple and a bit mysterious. After users follow the official account, they enter the activity interface, enter their name and birthday, and immediately generate a personality tag with their name and birthday.

Not to mention the big words that (supposedly) gained 1 million followers. Users can directly follow the official account and send what they want to say, and pictures will be generated. The gameplay is very direct, the participation threshold is low, and it is easy to spread quickly in the circle of friends.

Second, external incentives such as rewards and discounts should be given in place

The purpose of organizing an activity is to attract people's attention and participation, which can be divided into two methods: external stimulation and internal stimulation. Let’s talk about external incentives first: prizes, discounts, value-added gifts, etc.

1. Prizes and Rewards

As the most primitive attraction, prize rewards are given to users by participating in activities, which is the most basic means of activity. For example, the official brand accounts often hold lucky draws through retweeting on Weibo.

2. Discounts, offers, and bargains

“Like the recent price war between Yihaodian and Tmall Supermarket”

Discounts and offers are all means of operation to drive users to participate in activities. They should feel that they will lose out if they do not participate this time. I believe this is easy to understand, and everyone has had this mentality.

3. Value giving

Compared with the previous two very direct and utilitarian approaches, value giving can be said to allow participating users to obtain part of the value. For example, in the work collection activity on Meihua.com, you can publish your work collection on Meihua.com and win free promotion and display space for your work, which is equivalent to free exposure and helps you advertise.

3. Activity communication points: novel gameplay, personalized satisfaction, and strong topicality

In today's era, it is no longer feasible to simply use prizes to attract users. Users are more concerned about whether the activity is fun and interesting, and secondly, whether the activity expresses what they want to express, or whether they can express some of their own demands through this product. Activities that are highly topical are enough to attract the user's attention and make him want to participate, showing that he is also involved and not a person who is out of touch with the news.

1. The activity is novel and the gameplay is interesting

Let’s take the example of a popular activity we have seen recently, such as Plato’s personality labeling. The labeling language for each person’s personality label is very relaxed and fun. It does not use very professional and abstract words to label users, but adopts familiar Internet language, such as "strong on the outside, but transparent on the inside", "look forward seriously" and other humorous, light-hearted and hippie Internet words. This allows users to have a relaxed, entertaining and networked mentality after participating in this activity, which is also conducive to their sharing on social networks.

The new way of playing proves that no brand has done this before. So when you plan an event, in addition to doing research to find out who has done what effective activities, you also need to find breakthroughs and what forms of play have not yet been tried? Then be the first person to try it.

Analyzing why these activities were successful and why the brand became well-known so quickly is something every planner needs to think about and summarize. With the proliferation of various H5s in the past two years, the opening rate of H5 pages has been getting lower and lower. Plato’s character labels and large characters are all in the form of pictures. The pictures are novel, intuitive, and eye-catching. They have strong interactivity between friends and can stimulate users’ desire to share. I believe this is what they are thinking.

2. Meet the personalized needs of users

Whether it is large characters or personality labels, whether it is Faceu or Faceu , they all have one common feature: they meet the personalized needs of users. The big characters picture of "big characters" can be posted on the circle of friends, which is so full of personality! To be honest, when I posted pictures with large characters on my Moments, I felt very satisfied and thought I was so cool (shameless).

"Picture from the Internet"

The first reason is that I feel that I have caught up with the trend. Everyone is posting, so I’m posting too, and even faster than some people.

The second is some of the text-only status posts I usually post, which few people pay attention to. This time my text is very large, did you see it? !

Looking at the personality tags, they added the name and date of birth of the participant in the middle of the personality tag image, and each image itself is different, which makes the user-generated images have a sense of exclusivity and a stronger desire to share.

3. The activity theme is topical and relevant

To organize a topical event, different brands need to determine the theme based on different user groups. If the target users of your product are a group of advertising copywriters , then you need to create an event theme that will excite the copywriters, such as "The stupid clients we met over the years". Do you think it's exciting? This instantly ignited the group of copywriters who were usually driven crazy by the stupid clients.

If you are a sports goods merchant, then you can create an event theme post called "Chinese athletes who were fouled at the Rio Olympics" to attract users' attention and national sentiment, so that your users will have a deep sense of identification with you, and the rest will follow naturally.

The topicality of the event theme is strong enough. It is mainly because you have an accurate grasp of your users' psychology, create topics that allow them to vent their emotions, and arouse their attention and curiosity. Then the event will have a high relevance to the users.

It is nonsense to say that activities must be relevant to users. The activity itself requires users, so create some topics related to users. Topics such as personality, avatar, and personal status are closely related to everyone, and personality labels just satisfy users' curiosity about their own personality.

4. Give users a reason to share

Studies have shown that 71% of users are unwilling to share content. The most common method we use in activities is to encourage users to share through material prizes. The number of people who share in the event depends largely on the strength of the prize, which is an external stimulus.

The three points mentioned above: making users feel interesting, meeting personalized needs, and having strong topicality and relevance, etc., are precisely taking advantage of the weaknesses of human nature, driving internal stimuli for sharing at the event design level from the perspectives of user vanity, self-expression, and identity recognition. The reason why we emphasize giving users a reason to share is to explain that prizes are not the main reason to stimulate users to share and spread information. It is still necessary to understand the user's psychology and study the user, which is the only way forward.

Of course, these are only some of the important elements that Sister Xili has learned about so far. There are still many fun, interesting and unique activities that have not been analyzed. If there are any good activities, everyone is welcome to leave a message to discuss!