8 Classic Models for Event Planning

The May Day holiday is over and everyone has to return to work. Recently, some friends have consulted me about the planning of new member acquisition activities on the platform. Today, let’s talk in detail about some practical models that can be directly copied.

01. Pyramid Principle

The principle of the pyramid is actually the most widely used in life, whether it is the balanced diet pyramid or the corporate marketing management pyramid, including the Maslow's hierarchy of needs theory model below, it can also be explained by the pyramid principle (the same applies to the inverted pyramid principle)!

State the conclusion first, then the evidence. All starting points serve one core argument. This core argument is supported by more than N arguments, and each argument can be taken out independently as an argument, and then N more arguments can be derived to prove the key argument.

Follow four basic principles:

• Let’s talk about the conclusion first: First, determine the most core key points that need to be expressed!
• Connecting the previous and the next: Each level of argument is a breakdown of the arguments at the previous level!
• Classification and grouping: group the groups with the same attribute factors into one category!
• Logical progression: Each layer is arranged in a logical order that progresses from one another!

Each step in the entire process can be broken down using the pyramid model, and user stratification can also be analyzed based on contribution and value scarcity!

02. AARRR Model

User operation is to improve activity, retention rate or other payment indicators through various operational means, with the goal of maximizing user value.

At different stages of the product cycle, the user operation goals can be broken down into five parts based on the depth and type of user participation behavior.

They are Acquisition (acquiring users), Activation (activating users/increasing user activity), Retention (improving retention), Revenue (increasing revenue), and Referral (viral spread), which is the well-known AARRR model.

Acquisition: How do users find us?

Activation: What is the user’s first experience like?

Improve retention: Will users come back?

Increase Revenue: How to make more money?

Virality (Ref): Will users tell others?

Taking the user operation of an APP product as an example, a product must first have users before it can be launched, so growth is crucial. Without user growth, there is no way to talk about user operation, and the same is true for today's community operations.

One concept that must be mentioned in the AARRR model is the user life cycle, which corresponds to the user growth value attributes of each key link!

03. 3W Golden Circle Rule

The 3W golden circle rule is why, how, and what.

As an event planner and operator, you not only need to know what you need to do, but also how to do it and what the purpose of doing it is!

The outermost layer of people’s thinking mode is at the execution level. They do whatever you arrange. They are typical physical workers and rarely think about how to do better.

People in the middle layer understand certain operational techniques and professional skills, and can realize "How" to better complete tasks and goals, but they rarely think about the reasons behind doing this.

Only those who are in the center circle are the core key, and are the decision makers and operators of a project. They know best why they do this thing and know the core essence of each step.

It can also be used at work, so you can analyze the value of your actions and work efficiency every day!

3W Golden Rule (Decision-making Level)

Why: Why do you want to do this? What does this mean to you?

How: How are you going to do this? What is the plan?

What: What goal do you ultimately want to achieve and what kind of results do you want to present?

3W Golden Rules (Execution Level)

What: What is the current situation? What challenges did you encounter? Which aspects are good and which aspects are bad?

Why: What are the superficial reasons (external reasons) and deep reasons (internal reasons) for this current situation and challenges? What kind of connection is there?

How: How do you improve this situation? How to meet the challenges?

04. 5W2H analysis model

The 5W2H analysis method is also known as the "7 Why" analysis method, which are: Why, What, Who, When, Where, How, and How much.

WHAT——What is it? What is the purpose? What job do you do?

WHY——Why do it? Can we not do it? Is there an alternative?

WHO——Who? Who will do it?

WHEN——When? When to do it? When is the best time?

WHERE——Where? Where to do it?

HOW——How to do it? How to improve efficiency? How to implement? What is the method?

HOW MUCH—How much? To what extent? What is the quantity? What is the quality level? What is the cost output?

The most common example is a new user acquisition campaign to increase the number of new user registrations for a product. Use the 5W2H analysis method to think about it:

What: What kind of new customer acquisition activity do you want to organize? What are the forces and obstacles to the activity? What specific tasks are there?

Why: Why do you want to hold this event? Why adopt online/offline format?

Who: What user groups are the activities targeting? Who are the staff? Who is responsible for which content?

When: When will the event planning be completed? When will the promotion take place? When is the event held?

Where: Where is the event held? Online (what are the promotional channels and activity channels?) or offline (specific location? Where to promote?) activities?

How: How is the event held? How to attract users? How to promote?

How much: What is the expected registration target? How much does the activity cost?

06. SWOT analysis model

SWOT analysis is a scientific analysis method used to determine a company's own competitive advantages, disadvantages, opportunities and threats in the external market, thereby organically combining the company's strategy with its internal resources and external environment.

S (Strength) - Internal favorable factors

W (Weakness) - Internal disadvantages

O (Opportunity) - External favorable factors

T (Threat) - External adverse factors

The SWOT analysis method is more used in corporate strategic decision-making. The basic idea is: give full play to advantages, overcome weaknesses, use opportunities, and resolve threats. In addition, it is also used in personal competitiveness analysis, etc. For operators, it is also applicable to event planning and operations.

07. AISAS Model

The AISAS model is a new consumer behavior analysis model that can form a closed loop in social networks.

By sharing products, users’ attention is attracted (Attention), and then their interest (Interest) is stimulated, and they conduct searches (Search), which ultimately leads to purchasing behavior (Action). After the purchase is successful, they share again (Share), thus completing a complete closed loop.

08. 5A Model of Content Marketing

The data indicators are mainly measured from five dimensions: content visibility, content attractiveness, content traffic generation, content customer acquisition, and content fan conversion.

Evaluate the five impacts on consumers - Aware, Appeal, Ask, Act, and Advocate, helping brands track content marketing effectiveness across the entire chain and by scenario, and conduct targeted improvements and optimizations.

The above are several commonly used marketing planning models, which can also be applied in daily operations management to provide strong support for all actions!

Author: Operation Favorites

Source: Operation Favorites