Marketing campaign self-checklist!

Events have become one of the most effective ways for companies to acquire customers, expand brand awareness, and promote products. More and more companies are beginning to invest large amounts of money in strategic deployment of events.

As the department responsible for a company's external publicity and promotion, the marketing department plays the most important role in organizing events. However, most marketers often fall into a thankless circle, spending a lot of experience and investing a lot of cost, but in the end getting little results.

Although a lot of money has been invested in promotion, the number of people participating in the event is still very small.

The quality of the sales leads obtained is too low, resulting in the inability to convert sales into transactions.

The goal is vague, resulting in unsatisfactory activity results

Unclear task allocation leads to inefficient teamwork

For this reason, every marketer should have an event self-inspection checklist as a standard for self-examination when holding events.

There are three stages in total below, which sort out 17 activity review elements from planning, execution, and ending.

1. Activity Planning Stage

1. Clarify the purpose of the event

When an enterprise organizes an event, it should clearly define the purpose of the event. Is it customer acquisition? Brand exposure? Conversion? Promote activation and retention or something else? Different activities will have different focus points.

① Customer acquisition: focus on the accumulation of sales leads, statistics on the number of participants, and the number of product registrations

② Brand exposure: media attention, discussion of topics at on-site events, and promotional effects by industry experts

③Conversion: number of paying customers, GS order conversion rate, customer acquisition cost, ROI, customer conversion rate

④ Promote activation and retention: the number of secondary registrations and the extension of activities

2. Rationally set activity goals

Are the activity objectives effectively broken down according to purpose? It can be disassembled from two angles:

① Data from similar past activities

②Set according to the current market conditions

In short, the activity goals should be well-founded and not set randomly. If the goals are too high and cannot be achieved, the team members’ confidence will drop; if the goals are too low, the original meaning of holding the event will be lost.

3. Identify the people who will participate in the activity

Who are the target users? What are their needs and characteristics?

Including age, occupation, etc., a series of user portrait divisions are carried out.

① Preliminarily define the target customer group from past activity data

For the same type and similar activities, which should be the main customer groups?

What industry or size characteristics do these customers have?

Which sub-venues’ content is more likely to attract the attention of the target group?

② Filter out target group users from existing customers

Who should buy the product?

What are the economic conditions for purchasing the product?

What are the income, industry, and occupational breakdowns for purchasing the product?

Which regions’ customers contribute more to performance?

4. Clarify the core concept of the activity

①What specific value can my activity bring to participating users? Is it to communicate with big names, learn practical tips for career advancement, or make friends?

②Is my topic the hottest topic in the industry right now?

③Are my speakers suitable for the industry and are they attractive to users?

④What are the competitive barriers between the core of my activity and similar activities? Is the differentiation obvious?

⑤ Was there any research on the target user group before the topic was determined?

5. Choose the time and place of the activity

① Whether the event venue has convenient transportation and whether the venue is conveniently located to the airport, railway station and bus station.

②Can the choice of activity time cover most user groups? If the activity type is a training activity, the target group is office workers, users participate at their own expense, and the activity is carried out on weekends, then more people will participate.

③For the type of activity, is it necessary to provide hotel services to users? Generally speaking, corporate invitation meetings are of high standards and most of the participating users are corporate customers. Such activities require providing hotel accommodation services to users.

6. Selection of promotion channels

Which efficient and suitable promotion channels should be chosen?

① Self-media channels suitable for general distribution by enterprises

The advantages of these channels are: they are free, may be included in Baidu, and can be retrieved when users search; the disadvantages are: the overall promotion effect is average.

The following are common self-media channels:

Today's headlines

Yidian News

Penguin

Gale

Sohu account

② Paid news media channels

The advantages of these channels are: they are well-known domestic media channels, which increase the credibility of the event and are easily included in Baidu. Disadvantages: high price and high content requirements.

③ Segment the promotion channels according to target users

WeChat has 1 billion users and extremely strong user stickiness. It is a traffic platform that no company can ignore, and the impact it produces cannot be underestimated. Whether it is a community or a public account, users are gathered together by their commonalities.

WeChat public account : own platform public account, platform public account of the same industry

Community : own community, community in the same industry

④ Promotion by celebrities and KOLs

As industry leaders, celebrities and KOLs are authoritative in themselves. The aura you bring with you can attract more attendees to the event.

It should be noted that:

Are the big names and the industry a good match?

Effectively measure the achievements of experts in this field and whether they are influential

⑤Sharing of vertical websites

Vertical websites are gathering places for people in the same industry. Through the promotion of vertical websites, activities can be exposed to more target user groups and the participation rate of the activities can be enhanced.

For example, common technology industry websites include:

CSDN

segmentfault

Nuggets

V2EX

Alibaba Cloud Community

Open Source China

Blog Garden

7. Activity Cost

How much will it cost for material expenses, outsourcing service expenses, labor distribution expenses, event promotion expenses, etc.? Can resources be exchanged? Can I seek sponsorship?

8. Activity budget application

Is the activity budget reasonable? What is the ROI of the campaign? How to get budget from leaders?

9. Activity risk assessment

Sort out the risks that may be faced to ensure the smooth progress of the activities.

Are there any security risks? Has it been strictly approved?

Are there any risks of dissemination? Are there any copyright issues involved?

Is there any risk of omission? Have all contents been checked?

Are there any technical risks, are the functional points clear, and will the development be delayed?

Is there any risk of public opinion that will bring negative comments to the company?

Are there any execution risks? Are the division of labor and communication between different departments clear?

10. Risk Plan

Is there a risk plan to deal with the estimated risks?

2. Activity Execution Phase

1. Division of activities

What specific tasks does the activity consist of and who is responsible for them?

2. Departmental collaboration

Which departments need to participate in the collaboration and what is the collaboration process?

3. Venue layout

①Is the venue layout process reasonable? Have you conducted self-inspection according to the procedures?

Common venue layout process:

Stage construction → material verification → data bagging → seat card placement → equipment debugging → personnel in place

②Does the arrangement of activity tables and chairs match the activity type and needs?

Common activity table and chair layouts :

Theater

Desk Style

Banquet

Fishbone

Cocktail Party

U-type

Board Style

4. On-site management services

① Is the on-site sign-in method reasonably selected based on budget, scale, format and needs?

Common ways to sign in are:

Face recognition sign-in

RFID Check-in

ID card sign in

Scan QR code to sign in

WeChat scan code to sign in

②Are on-site catering services evaluated and determined according to user needs?

For food service providers: determine service style, menu and pricing, confirm diners and meal times

For beverage service providers: determine supplies and equipment, such as beverages, glassware, ice

Sign a service contract and follow up and confirm before the event

③Is the on-site communication and management equipment complete?

Analyze communication needs based on the type and size of the venue

Identify appropriate technology devices and services for communication, such as cell phones, pagers, etc.

3. End of the activity

1. The closing stage of the activity

①Are the activity data effectively counted?

②Are customers and information collected efficiently?

③Is the activity summary report written in a timely manner?

2. External publicity of the activity

After the event, were corresponding documents prepared for external publicity?

3. Activity review stage

① Review the activity goals. Are the goals set initially reasonable?

②What is the effect this time? Did we exceed our targets or fall far short of them? What is the reason for over-achievement and what is the reason for under-achievement?

③Is each stage of the activity completed as planned?

④Summarize the shortcomings of this activity?

Author: Maria

Source: Maria