How to make a good online event promotion plan?

In marketing psychology, herd mentality, greed for small profits, sense of urgency, and sense of loss can be said to be the four most commonly used and proven psychological factors.

Especially for an online event promotion, if you can grasp these points at the same time, based on the right time, right place and right people, it will be difficult not to succeed. So, today I would like to talk about some of my ideas on online event promotion.

1. Purpose of the activity

The direct purpose of any online activity is to promote. The cycle of an activity is generally controlled within 3 to 10 days. If the time is too short, the communication effect will not be enough; if the time is too long, consumers will feel tired.

Don’t underestimate these 3 to 10 days of activities, as they can often generate a month’s worth of sales or even more. While the company is making profits, it also improves its image and accumulates popularity through activities, providing a user base for later sales.

On the other hand, let users understand the company's culture and the ideas it conveys. To put it bluntly, it means making your face familiar to them so that they will think of you next time they want to make a purchase.

A successful online event will comprehensively improve profits, corporate image and user stickiness.

2. Target of the activity

The analysis of activity objects is one of the most important links in activity planning, which is the premise of activity planning and post-production. Based on the audience's gender, age group, hobbies, gathering place, consumption concept, economic ability, and even their sleep schedule, their psychological reaction when they see your ad...

As an operations planner, you must have an in-depth understanding. Only by knowing yourself and your enemy can you fight a hundred battles without danger. For example, if you are making products for middle-aged people, but your event plan is full of trendy terms and exaggerated design styles, that would be inappropriate.

3. Activity Plan

The plan of an event is the reason (excuse) for doing the event. Common reasons for events include major festivals, anniversaries, major event marketing... The core of these plans lies in their high credibility.

In fact, the plan for an event does not need to have any novel ideas (of course it would be better if you have good ideas), the purpose is to be able to justify your claims and make consumers believe that your event is real and effective.

First of all, the content of the activity should be as concise and eye-catching as possible. This is an era where information is flying all over the place. How can you make consumers understand what you mean within a limited time? The key is to highlight the theme, refine the text, and convey the core content;

Second, find the right entry point. For example, when everyone is doing festival activities, how you interpret the meaning of the festival from another perspective and find this entry point is half the battle.

4. Forms of activity promotion

Generally speaking, activities can be divided into online and offline forms. There are many offline activities, such as the common hosting, poster promotion, outdoor and vehicle body promotion, leaflet distribution and banners, autograph sessions, etc. The effect is also good, which will be discussed later. So what are the forms of online promotion? I have listed a few:

1. WeChat Moments Promotion

WeChat marketing has become the main channel for e-commerce promotion. You can post in Moments and place advertisements in Moments. If the content of the activity is attractive enough and leads to sharing, the power of the WeChat circle cannot be ignored. This is the secret to the rise of micro-businesses in recent years.

In addition to simply posting on Moments, you can also send activity content, promotional posters, etc. to user groups.

2. DSP advertising, major media, websites, news and newspaper promotion

There is no good or bad in these promotion channels. It just depends on how well the merchants grasp the timing of the placement according to their own positioning. The investment will naturally pay off, but blindly placing investments is courting death.

3. Live broadcast, TV shopping

During last year's Double Eleven, Suning chose to give up the fiercely competitive media advertising and chose live streaming and TV shopping. This makes sense. The live streaming industry is a sunrise industry. With the advent of 5G, a large number of businesses have turned to live streaming as a business platform. After all, face-to-face communication can better promote communication and enhance credibility and interactivity.

4. H5 marketing, short video marketing

Also on Double 11 last year, Tmall Global reportedly spent 300,000 yuan and had a professional team produce an H5 interface titled "A Double 11 Invitation Letter Sent to You Across the Universe", which received unanimous praise from the media circle, once again proving the power of H5 and short videos.

5. Mini-game marketing

People love to play, so why not make a small interactive game where you can participate in the activity and complete tasks to get prizes?

5. Three elements in activities

First point: build momentum before the event.

You should start to create atmosphere and suspense two days before the event. The more mysterious something is, the more interested people will be in it. Just like if you put a wooden barrel on the street with a lid covered and a note saying "Don't look inside" on it, I believe many people will still be driven by curiosity to take a look.

The most important thing in the promotion stage at the beginning of an event is to arouse consumers' curiosity and make them want to find out more, but you need to hold back and not let them see it.

Understand that you can only promise them what they expect.

Second point: climax of the activity

At the beginning of the event, you need to give consumers what they want most, whether it is a discount or an additional gift. Only when they get a surprise will it help your secondary promotion.

The first orgasm cannot last long. You need two or three continuous small orgasms for the best effect!

Third point: emotional investment after the activity

Generally, after an event is over, if your after-sales service staff provides caring questions or greetings as soon as possible, it will make consumers feel trust. On the one hand, this will stabilize consumers' emotions, and on the other hand, it will enhance the sticky relationship between the company and consumers.

VI. Summary of the activity

The activity summary mainly analyzes three points: budget and expected results, whether emergencies are handled in a timely manner, and what are the shortcomings?

Author: Call me Shen Xiaopang

Source : Call me Shen Xiaopang