The whole process of activity operation

Everyone is familiar with event operations . It can be seen from the event planning of traditional enterprises to the currently popular Internet industry, e-commerce industry, and new retail industry. This article will analyze and interpret it from the core modules of Internet platform event operations, and make event operations more easy to understand through structured decomposition.

Keywords: What is it? What's the use? How to use it?

1. The significance and classification of activity operations

We all know that the essence of event operation is marketing, that is, to meet the existing or future needs of users through marketing activities + channel communication.

So what is event operation? Combining my past five years of operational experience, I summarize it as: it is through the form of event planning and effective channel and resource integration to implement the event and achieve a certain purpose!

Therefore, we can achieve our goals of promoting brand promotion, increasing user scale and improving performance indicators through event operations.

We do not have a unified standard for distinguishing activity categories, but we need to adhere to the principle of "mutual independence and complete exhaustiveness". Based on the operational purpose, activities can be divided into three major categories, namely "user activities" to increase indicators such as new users, active users, and members.

"Promotional activities" to increase business indicators such as profits, orders, GMV, and average order value; "brand activities" to enhance brand image, popularity, and brand added value.

Since activity classification is not the focus of this article, I will not go into details here.

2. Prepare the theme and gameplay of the event operation

As marketers, riding on the popularity and chasing hot topics must be subconsciously ingrained in our DNA, especially for those in event operations. Whether it is a holiday, a celebrity wedding, or a viral advertisement, we can use the opportunity to carry out marketing by smuggling in our "private goods".

"Taking advantage of the trend and chasing hot spots" is definitely a way to utilize marketing nodes, but we usually don't encounter such occasional hot events frequently, and the popularity is sudden and short-lived, leaving us with little reaction time.

At this time, as marketers, we need to formulate fixed statutory holidays, self-made e-commerce festivals and other events into a special marketing calendar in order to carry out marketing to users in a more timely and targeted manner.

3. Complete activity operation process

Appendix: One picture to understand the entire process of activity operation

According to the pyramid principle, we divide event operations into three stages, namely the preparation period before the event, the formal period during the event, and the ending period after the event.

There are corresponding tasks to be done under each stage, and the four core focuses are program planning, resource coordination, publicity and promotion, and data review.

1. Program planning

Program planning represents the output of marketing strategies, creative highlights, and overall planning.

Generally, a complete event plan should consist of elements such as event theme, event time, gameplay creativity, publicity and promotion strategy, merchant and product selection strategy, traffic strategy, venue arrangement, and project division of labor Gantt chart.

But different goals will have different focuses. Therefore, when planning an event, it is necessary to emphasize one or several factors based on the actual situation.

2. Resource coordination

Resource coordination is the key point in the implementation of activities. You need to use communication and promotion capabilities to encourage various functional departments to realize your ideas and plans.

The implementation of an event requires cooperation from multiple parties. The new media and design teams are responsible for content and visual presentation; the products and technology teams are responsible for product prototyping and development.

The business team is responsible for event configuration, quality control of merchant and product selection, and media publicity and promotion; the customer service team is responsible for handling customer complaints.

3. Promotion

If the activity plan is the ammunition depot of the marketing activity, then publicity and promotion are the boosters of the marketing activity. As a bridge for communicating with users, the importance of publicity and promotion is self-evident.

Whether it is a user activity, promotional activity, or brand activity, being able to reach users through all channels is our guarantee for improving the effectiveness of the activity.

Among them, activities to attract new users rely heavily on channel promotion to attract new users, because before the users establish a connection with our products, we cannot find them through our own private domain platform.

There are two main factors that affect the effectiveness of publicity and promotion:

1. One is the channel. The overlap between the channel traffic and the user portrait determines whether more target users can be reached.
2. The other is content. The form of content presentation and interest points determine whether the activity can attract users to participate more deeply.

4. Data review

Reviewing and summarizing can help accumulate experience, identify the highlights and shortcomings of the event, and quantitatively evaluate the effectiveness of the event.

Generally, we can judge whether the activity strategy is effective and whether the execution process is of guaranteed quality and quantity through plan review and implementation review.

By measuring the ROI input-output ratio and target completion rate, data can be used to prove whether the activity has achieved its goals. Finally, you can organize and archive the activities as cases.

IV. Conclusion

Different industries and entities have different preferences for event operations. Therefore, we cannot just rely on rote memorization of every module in event operations, but we must understand the meaning behind each module. Only in this way can you be at ease in the new marketing environment.

In addition to the event operation modules mentioned above, we also need to promptly recognize our product iterations, our marketing tools, and analyze our market conditions and competitive situations.

Because only by fully understanding your own advantages and competitors, and knowing yourself and your opponents, can you plan more targeted marketing strategies.