Tips for building the underlying framework for event operations!

Regarding event operation , many operators are familiar with it. It is a love-hate existence. The vast majority of operation positions need to achieve business goals through events; but at the same time, many people are also confused when doing events. They always do whatever they think of and have not formed their own logical system and knowledge tree.

When our boss asks us to organize an event, we always have a few ideas in our minds. How should we build our own logical system for event operations? Let's disassemble the activity operation step by step~

01 Step 1: Define the activity goals

So what is an activity goal? The goal of the activity is to conduct activities for the user group within the activity period and produce a certain activity effect (user-specific behavior results + quantity). That means the activity goal = conduct activities for the mothers group on May 1 and generate sales of 200,000 yuan. So the user-specific behavior results are not just income, right?

In general, there are four common activities and user behavior results, which are divided into attracting new users, promoting activation, closing deals, and spreading information. Under these four common activities, user behavior results can be divided into online and offline, and the resulting behavioral results are different. For example, for attracting new users, online attention may be paid to the number of new user registrations (APP), the number of new followers (official account), and offline attention may be the number of first purchases by new users (a certain offline category), the number of new members activated (offline stores), etc. Everyone needs to make a decision based on their company's business logic. What are the core indicators you are concerned about?

So what are the typical common characteristics of attracting new customers, promoting activation, closing deals, and spreading the word?

• Attract new users: Attract new users through rewards. Use activity processes and rules to require users to download the app/follow the WeChat public account/visit the website or mini program/register as a new member before they can receive rewards.
• Promotion: With old users as the main target group, over a period of time, through activity processes and rules, guide users to continue to participate in activities, and increase the number of times users use the product;
• Transaction: Use coupons/discounts/special products as incentives, and guide users to pay for purchases through activity processes and rules;
• Dissemination: In the activity rules and processes, through some specific activity ideas, users will have the motivation or behavior to spread or share with friends. The exposure of an event, the number of participants, and the number of reposts are typical measurement indicators, and usually have the purpose of brand communication.

02 Step 2: Plan activity ideas

After you have defined the activity goals, the next step is to plan activities to achieve these goals. Many operators have a headache at this step. They want to think of what kind of activity ideas to achieve the activity goals. It seems that there are only a few types of activities!

Let’s first break down what activity creativity is.

The creativity of an event is not just your idea. It is divided into three parts: event theme, event form, and event process.

Activity theme: It is necessary to highlight the value of the activity and indicate the repeated reasons why users should participate in the activity. The reasons generally start from four points: interesting, beneficial, meaningful, and face-saving.

Activity form: the methods and means used by the activity to achieve the ultimate goal.

Often, many new operators cannot think of a few creative ideas. Generally speaking, this is because their creative reserves are insufficient. At this time, everyone needs to accumulate some activity ideas, such as the basic 8 types of activity ideas: punching in/signing in, testing/answering questions, guessing, PK/ranking, solicitation, collection, red envelopes/lottery, and small games. Transaction types are divided into online transactions and offline transactions. According to different business logic, the form of activities is also different, and we need to collect and summarize different forms of activities.

In general, the user attraction logic stimulates users to complete their purchases through "price discounts". The forms of activities include low-price flash sales, discounts for purchases over a certain amount, rebates for old users, and group purchase discounts. Under these basic forms of activities, they can be divided into gift promotions, seasonal promotions, and fixed-price promotions, etc. according to products, time, policies, etc. If you can summarize these forms of activities, are you still afraid that you have no ideas?

Activity process:

There are four principles to follow during the design process:

• The activity flow should design all the steps from the user's start of the activity to the completion of the activity;
• The activity process should reflect the guidance of users to take actions that can achieve the activity goals;
• Each activity has only one main process, so don’t give users too many choices;
• During the activity process, users should be aware of the benefits of completing the activity at any time to reduce user churn.

The creativity of the event does not end here. After sorting out the entire process, whether you can make micro-innovations in creativity and increase the attractiveness of the event can be started from the following 7 aspects:

• Can the theme and starting point of the activity be more empathetic and altruistic?
• Can the theme and content of the event be related to a major IP that the target users are particularly interested in recently?
• Can the participation format, theme, etc. be more interesting or bizarre?
• Is it possible to make some less common and innovative designs that can trigger a sense of novelty in the interactive mechanism of the activity?
• Whether the gift or reward given to the user can better match the preferences of the target group or be more topical among the target group;
• Is it possible to add some "easter egg" attributes to the feedback during the activity?
• Is it possible to create a sense of scarcity and value for the final reward through packaging and deliberate design?

03 Step 3: Planning promotion methods

Having event ideas is not enough. It is also crucial to know on which channels you want to display your event ideas. Break down the event goals and choose appropriate promotion channels based on your resources. For example, if you need to achieve sales of 200,000 yuan, based on normal data performance, you can achieve 100,000 yuan in revenue through Channel A, 50,000 yuan in revenue through Channel B, and 50,000 yuan in revenue through Channel C. Then, when promoting the event, you can choose these three channels for promotion, or you can make adjustments based on your current budget and optimize a certain channel.

Channels are generally divided into internal channels and external channels. Internal channels include official accounts/mini programs, APP/official website, text messages, and communities. External channels include: new media platforms, KOL channels, search, information flow, offline promotion, etc.

04 Step 4: Clarify the activity budget

The activity budget first needs to sort out the resources needed for the activity. For example, this activity may include reward resources, promotion resources, gameplay resources, research and development resources, etc. After sorting out the resources, it is necessary to find out the price of each resource, and then determine the overall budget by calculating the ROI.

ROI = activity income / overall budget (including commodity cost). Generally speaking, how is ROI formulated? You can consider the following three points:

• Compare with historical activity ROI;
• Whether the return is positive;
• Whether the company has ROI indicators.

05 Step 5: Develop an activity plan

The role of activity planning: to explain the value and ideas of the activity during communication and reporting, and to improve work efficiency and effectiveness.

Superiors are concerned about the benefits that information activities can bring (evaluating the input-output ratio), judging whether the activity goals can be achieved, whether it can attract user participation, and whether there are sufficient resources to implement the activity.

06 Step 6: Implementation

Before the activity goes online, sort out the materials and requirements list, determine what kind of materials, manpower and resource support are needed, produce the activity execution SOP, determine the person in charge and the time required to complete each task; determine the order of tasks, put the work that occupies the same resources or the same type together, communicate requirements, adjust plans, execute SOP, promote progress, test the activity process, prepare for launch, and finally synchronize activity information with the team.

The activity is launched, and publicity and promotion of the activity are started. Based on data monitoring results and user feedback, optimization and adjustments are made, materials are collected, and secondary dissemination is carried out.

The activity will be offline for result confirmation, prize distribution and review and summary.

Of course, what I am showing here today are just some basic knowledge. It does not mean that you will be able to do it after reading this knowledge. You need to build your own knowledge base based on this basic knowledge; for example, activity goals, how to set activity goals, if there are no clear indicators, how can you make reasonable estimates based on market size, competitive situation, business trends, etc., how to estimate time, how to choose appropriate activity ideas based on goals, company business level, product strategy, etc., how to judge resources, how to calculate the input-output ratio, etc.

Gradually extend your own set of judgment logic from the above. Activity operation requires frequent accumulation and review, and then establish and improve this knowledge tree.

Of course, I am still in the process of exploring and accumulating experience. If you have any creativity or ideas, please put them forward. I hope we can make progress together.

Author: Operation Wang's Growth Diary

Source: Operation Wang's Growth Diary