How to write an attractive activity proposal?

In terms of writing arrangement, I built a writing framework according to the four major elements of "activity background, activity details, communication plan, and guarantee system". I first threw out the concept of direction, then attached specific measures, and advanced step by step so that everyone can understand the ultimate goal of the activity, and then carry out various tasks in an orderly manner under the guidance 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.

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 Special 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 because they couldn’t express it, or perhaps because it was not worth saying).

(2) Publishing 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) Using 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 by 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., which are summarized through daily observations and help us understand consumers’ living conditions.

(3) Consumer attitudes, which include evaluations or complaints about current living conditions, products, services, etc. These data are usually obtained through special surveys or interviews, and 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.