How to write a persuasive campaign proposal?

Every activity is a marketing event. A successful planning proposal should have a clear writing framework: activity background, activity details, communication plan and guarantee system, as well as scientific theoretical support: the three laws of individual characters, adhesion and environmental power. The author of this article gives his answer based on his personal experience. A complete structure and rigorous logic will help you create a more effective and attractive plan. Years ago, I planned and organized a community event for a beauty retail brand. After the event, the brand’s sales performance for that month increased by nearly 20% compared to before the event, and many people inquired about joining the brand. Now, the brand's monthly sales performance can still remain stable above the performance of the event month.

Readers may be curious about "how an event is done", but I should not tell you the answer directly. Instead, I want you to first understand how to write an attractive and persuasive event plan . The plan is the navigation system. Doing an event without a plan is like a novice driving a car without navigation - driving around aimlessly. A plan is a preview and rehearsal of the activity process in the planner's mind. Without it, it is difficult for the activity to be carried out smoothly according to the established goals.

1. An attractive activity plan should be a well-structured plan

Structural integrity includes two aspects: first, the four logical elements of "background-conflict-question-solution" are indispensable; second, the four framework elements of "activity background, activity details, communication plan, and guarantee system" are indispensable.

Taking beauty proposals as an example, we respond to customers’ questions one by one, so that they will read on with interest.

I wrote in the background of the event: "The number of store employees increased (background), but the sales performance was not ideal (conflict). Customers can't help but ask: What should we do (question), and then find the reasons and propose solutions (this event)."

Think about it, don’t some of the good movies we usually watch also follow this logic to push the story to a climax?

For example, Wolf Warrior II:

1. African countries are in turmoil, and the Chinese fleet in the South Indian Ocean receives a mission to evacuate Chinese citizens (story background);
2. Encountering African rebels attacking Chinese-owned factories and shooting Chinese people (conflicts);
3. What should the Chinese Navy do at this time? Is it possible to fire at African rebels (doubt arises);
4. Leng Feng, who was present at the scene, needed to send back a video to prove that the rebels were harming the Chinese (solution). The plot was compact and not dragged out, and the roar at the end was worth our tears.

In terms of text arrangement, I built the writing framework according to the four major elements: "activity background, activity details, communication plan, and guarantee system."

First throw out the concept of direction, then attach specific measures, and advance step by step so that everyone can understand the ultimate goal of the activity. Then, under the guidance, carry out various tasks in an orderly manner and know their assigned responsibilities. There is a relationship of continuity and interconnection between the elements. The last three elements are the practical application of the three major laws of "The Tipping Point": adhesion, environmental power, and individual characters.

The event background mainly introduces the necessity and significance of holding this event, attracts the attention and attention of customers and management (store managers), and explains that the event is a decision made based on brand diagnosis. The event is a more effective means to improve the current status of the brand, and is not a casual effort just because of emptiness, loneliness and coldness.

The event details mainly introduce solutions that have not been given in the event background, and establish a consensus on the event, including the purpose of the event, event targets, user insights, event theme, event highlights and event process, so that management (store managers) can clearly know the content of the event and can accurately convey it to the salesperson, and the salesperson can also perfectly describe it to the event target.

The communication plan is a supplement to the event details, giving specific work tasks and time schedules, including communication strategies, promotional forms and materials for the three stages of the event warm-up period, during the event, and after the event. This allows management (store managers) to clearly know what to do and when, what to do in the next stage, and what preparations need to be made, to promote decision-making by event targets and increase brand awareness.

The guarantee system is a necessary condition for the smooth implementation of the communication plan, and involves the responsibilities of ensuring that the event is held as scheduled, such as target assessment, resource lists, division of responsibilities, reward policies, input-output calculations, emergency plans, and security management.

Only when the division of labor is in place, responsibilities are assigned to individuals, there are assessments and rewards, will the relevant responsible personnel give necessary attention to activities while carrying out their daily sales work and demonstrate initiative and enthusiasm.

2. A persuasive activity plan should be a plan with a strong sense of logic

First, determine the purpose of the action based on the current status of the customer's brand - to sustainably improve sales performance.

Because this goal is so large and broad, there are many solutions and action strategies for customers to choose from, so I use data analysis methods to break the goal down into the smallest units: sales performance = number of people entering the store X conversion rate X average customer spending X sustainable days, and then formulate action strategies for each smallest unit, and conclude that event marketing is the most cost-effective and effective solution.

Secondly, advertising funds are limited, so how can we make marketing events known to more people? I think we can learn from the planning experience of NetEase Cloud Music’s “Music Review Train” in 2017.

1. Insight into social phenomena to create content stickiness: We discovered that people who listen to music have a sense of loneliness, so we selected 85 tear-jerking comments that represent what they wanted to say but didn’t say (perhaps they couldn’t express it, or perhaps it wasn’t worth saying).
2. Release information in an environment that can enhance content stickiness: These 85 music reviews were posted in the entrance hall and carriages of Hangzhou Metro Line 1. The subway is a crowded place. Everyone is rushing to go their own way and no one cares about anyone else. This proves the saying "Loneliness is not about having no one to accompany you, but about having no one to understand you." This kind of environment intensifies the loneliness of people who listen to music.
3. Leverage the influence of certain individuals to spread the news: Invite 32 local Hangzhou media and WeChat self-media, including Xinhua News Agency, 36Kr, Curiosity Daily and other big Vs to report on the event.

Therefore, in selecting the participants for this event, I chose small town women who love beauty and have a strong desire to show off as my target. There are two reasons.

First, this group of people are the main consumers of the client's brand; second, this group of people have dominant personalities and social influence, which is conducive to promoting secondary publicity of the event and brand communication.

The next step is to profile the target audience, mainly to gain insight into their inner needs, and secondly to make it easier for salespeople to find what kind of people are suitable for event invitations. Consumer portraits are made up of three aspects of data:

1. External characteristics, such as gender, age, height, appearance, clothing, etc., which can be obtained through visual inspection, are the intuitive basis for judging whether the person to be invited meets the requirements.
2. Behavioral habits, such as social occasions, shopping methods, hobbies, consumption preferences, etc., summarized through daily observations, help us understand the living conditions of consumers.
3. Consumer attitudes, evaluations or complaints about current living conditions, products, services, etc., are usually data obtained through special surveys or interviews, which help us explore the true needs of consumers.

By combining the behavioral habits and consumption attitude data, we can find the conflict between consumers’ reality and ideals. The stronger the conflict, the more sticky the content produced will be.

During this event, the survey found that consumers were aware of the need to get rid of vulgarity, but did not know how to do so. So I proposed to hold an instructional class on female image design, and the format of the event was easily solved.

Again, I need an environment that can enhance the stickiness of the content for publishing event information.

The main venue for the event is set in the hotel conference hall, but the task of creating the environment is not limited to the process design, stage construction, sound atmosphere, on-site interaction, etc. on the day of the event to make the event site more ceremonial, but also includes pre-event circle of friends warm-up, store stage setting and post-event review.

The arrangement of tasks is not a simple enumeration, but a communication strategy is formulated to coordinate them. The ultimate goal is to stimulate consumers to shop in stores and increase customer brand awareness. For example, by using short videos, pictures, texts, H5 and other content forms in WeChat Moments to tap into consumers' pain points, and gradually guide them to visit the store for consultation.

Finally, it's time for the salesman (individual character) to play his role. If there is a plan, of course someone has to execute and promote it, but not all salespeople are willing to selflessly open up their circle of friends.

Therefore, I specially set up incentive mechanisms such as bonus pools and advanced individuals, and also prepared necessary resources for salesmen, such as posters, copywriting, assistants, etc.

The tasks have been assigned, but how do we assess whether the salesperson has executed them effectively? This requires further breaking down the initial action objectives and converting them into quantifiable and achievable activity goals, which will then become the execution requirements for this activity.

Conclusion

Every event is a marketing event. A successful planning proposal should have a clear writing framework - event background, event details, communication plan and guarantee system, as well as scientific theoretical support - the three principles of individual characters, adhesion and environmental power.

Author: Leathersmith writes a case

Source: The cobbler writes a case