How to write an excellent event planning and implementation plan?

To become a qualified Internet operator, planning and operating activities is an indispensable work skill. Here we will teach you how to write an excellent event planning plan ?

1. Clarify the working principles of planning schemes

Before you really prepare to make a planning proposal, you need to understand some codes of conduct so that you will not go astray when making the planning proposal and go further and further in the wrong direction. What exactly is a planning job? In fact, it is a combination of logical thinking ability and creativity, which together form a planning job.

Planning work = logical thinking + creativity

However, many of us now think of the entire plan as a way to tap into traffic when we are making plans, and nothing more. We do not pay attention to the structures of goals and decomposition of goals. We simply focus on the exposure of the plan, rather than working around the goal of effective traffic for the entire plan. This is a misconception.

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In fact, logical thinking ability means: first, determine the goal, and second, determine the logic. It is a question of [what to do] and [how to do it], and creativity is a question of [how to do it well].

2. 90% of planners are doing useless work

Okay, now you understand the relationship between goals, logic, and creativity. But 90% of the planners here do not have this kind of thinking ability, and 90% of the planners are doing useless work.

What to do

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If you ask a person who is planning a plan, what is the promotion goal of your plan? He answers you: You need exposure, the more exposure the better. Okay, exposure, but is exposure the right goal? Of course not! A good goal should have a clear timeline and a measurable result. If you don’t have a clear goal, then your planning is equivalent to a piece of shit. You will inflate the data to achieve your exposure goal, but is inflate the data useful? This has no effect on the company's business at all. .

How to do it

First of all, let’s make one thing clear: the plan you want to make is an effective traffic plan, and it should be targeted at the specific products and businesses of our current company. How do 90% of planners make plans?

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Misconception 1: Directly apply the plan. I use the last plan I made to apply to the plan I am going to make today. I directly change the name of the previous plan to the name of the current plan. I can finish a plan in 30 minutes. It is such a simple thing. I only need to replace some industry screenshots and modify some project names.

**Misconception 2: Looking for industry big data** No matter whether you are looking for some iResearch data screenshots or DICC data screenshots, you can directly use industry data. But these data are not the data needed by the company's products, nor are they data that are helpful to the business. These big data mean nothing to your company's products and business.

Misconception 3: Start writing right away. This is the mistake made by most novice planners. They immediately turn on the PPT mode and start making the first page, the second page, and the third page. From time to time, they spend half a day adjusting the font size and format because the font is asymmetrical and ugly. This is because he did not think clearly about the "skeleton" of the logical thinking structure of the proposal at the beginning, but started to fill in the "flesh and blood", which eventually caused the proposal to become more and more biased.

▌About how to do it well

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**Misconception 1: Looking for joke tellers** It seems that joke tellers are very popular now, but in fact the most popular time should be in 2015. In 2016, the business of joke tellers was not so good, but now there are still many people looking for joke tellers, thinking that joke tellers have great influence. They write a comic or something interesting, and then put it into the market, and let some Weibo celebrities forward it, thinking that this is a marketing success. But does the forwarded data have anything to do with your business conversion? Did it bring about real transformation?

Misconception 2: To follow hot topics, many people go to Durex’s Weibo and think it is a model. It does have a lot of attention. In my understanding, it is just a big Weibo account for a mass product. Does the number of reposts and readings bring actual conversions to the company? I don’t know about this, but large companies can pursue brand effects, while for small and medium-sized companies in their development stage, it is best to create content that can bring them truly effective conversions rather than chasing hot spots.

Misconception 3: Brushing data. The screenshot above is relatively small, so you may not be able to see it clearly. But I can tell you that this is a Weibo forwarder. As long as you enter the target Weibo URL in it, many small accounts will automatically forward the content for you to help you increase the number of readings and forwardings of your Weibo. This has nothing to do with innovation at all, and there is no need to come up with creative ideas. Just use this kind of forwarding device to brush up the data and show your boss that this is high-quality Weibo content with a very high number of forwardings. I feel so awesome.

3. Planning should have the correct planning thinking

So what should we do? ? ? To effectively write a planning proposal, you should think like this:

What to do

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When we make a plan, we must have a clear goal. A clear goal will have a clear timeline and measurable data results.

Let’s take a look. On the left are two clear program goals. (The purchase conversion rate of Fanstong should reach 15%. A time point should be added before this goal, let’s say August.) There are time points and specific results. On the right side are two vague goals, such as to make xx product get comprehensive publicity. What does comprehensive mean? What does comprehensive mean? If it is such a vague goal, how can I break it down? How about breaking down my work steps? It cannot be decomposed at all, so everything you do is purposeless.

Take a piece of paper and a pen and write out the structure of the plan . Before you really think about the creativity and structure of the plan, take out a piece of paper and a pen and write out the structure of the plan. One piece of paper is enough. You can first write down what parts your plan includes, establish the skeleton, and then fill in the details very quickly.

▌About how to do it well

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For a user survey, you need to know who the target audience of your plan is. Find some of them, either online or offline, and do a one-on-one user survey with them, asking them what they think about the event you have conceived and whether they would participate in such an event. What do they want most from this activity? etc. The purpose of doing this is to obtain some reference information and basis that are useful for your planned event, and to adjust the purpose and content of the event according to the preferences of the target audience.

For example, your company wants to do an event marketing campaign on Valentine's Day and the company needs to achieve product sales of 200,000 on that day. You have created two kinds of targeted event content: A and B. Then you have to launch this event into the market through the WeChat communication channel. Later you need to know the effect of the activity. Does Activity A bring me higher sales, or does Activity B bring higher sales to my product? This is content testing.

**Data Feedback** Let’s take the example above. When you conduct content testing on the effectiveness of an event and study the sales data, you find that event A only brought in 80,000 sales on Valentine’s Day, while event B directly brought in 120,000 sales. You will know that next time you organize an activity, you should do more Type B activities. This is the feedback that the data brings to you. Later, you can make some adjustments and optimizations to the activities based on the data feedback.

I have said so much and analyzed what we need to do. I believe that now you should understand all our work purposes and principles, whether it is planning or event execution: what you want is effective traffic and effective results!

4. Key points of marketing planning thinking

The above discusses the working principles of planning proposals, as well as some scattered thinking patterns. Now I will review the key points of these thinking patterns again. Before making a planning proposal, think about the following points, and you will understand how to write an excellent event planning and implementation plan.

Let me emphasize again: the ultimate goal of your planning or activity plan is to bring effective traffic and effective conversion to your company's business or products! This is the basis for your promotion and salary increase, rather than just doing some fancy moves and looking at dozens of pages of manuscripts or PPTs, okay?

First point: determine a very clear program goal

The basis of action is to have a goal. The goal must be clear enough to break it down and work on it. A plan without a clear purpose will only lead to chaos and ineffectiveness. Let me give you an example, as shown below

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These are two different plans: Plan A and Plan B. The goal of Plan A is to reach an average daily UV (unique visitors) of 1,000 on the website by January 31. This is a clear goal with a timeline and measurable numerical results. The goal of Option B is to increase website traffic, which is an unacceptable goal.

Why? When we break down this goal, we find that we don’t know where to start. We can clearly see that in order to achieve the goal of plan A, we can directly break it down into an average of 3,000 UVs per day on Weibo, 3,000 UVs per day on Banner, etc.]

OK, so if I want to achieve an average of 3,000 UVs per day on Weibo, what tasks do I need to do? List them as 1.2.3.4.5.6. How many UVs do I need to allocate to these tasks on average every day? ...These are all broken down step by step until you can figure out what you can do tomorrow and what goals you can achieve. This is a very hierarchical structure and a very clear goal. All the results will ultimately point to achieving the goal of reaching an average daily UV (unique visitors) of 1,000 on the website by January 31st . This is a process of goal decomposition and a correct thinking logic.

As for plan B, my goal is to increase website traffic. Okay, then I 'll try posting a few jokes on Weibo, and then try posting some articles on WeChat . . When it comes to posting articles on WeChat, I don’t have a KPI or a specific numerical result. It doesn’t matter if I post one article or ten articles, so why don’t I post just one? Why should I make things more work for myself? I’ll just post one article. There are no KPI requirements for the articles I publish, so I can just find one online and I don’t have to write it seriously. . . So there is no way for us to decompose this goal, and even if we do, it will still be a bunch of shit.

It is very important to set a clear goal, whether you are doing marketing work or planning. Even your life needs a clear goal.

Second point: List the solution structure on a piece of paper

Don't go into the details at the beginning. You don't need to care about the layout and fonts of a piece of paper. You just need to sort out your thoughts, what you need to do, how many parts it is divided into, and what is the order of work.

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When you use a piece of paper to outline the overall skeleton of the plan, you can then go back and fill in the flesh and details. You don't have to make major changes because your skeleton is clearly laid out. At this time your writing speed will be very fast. It's not that you fall into a black hole of details from the beginning. You open the PPT to do the copywriting. When you are on the 5th page of the PPT, you find that the font of this page seems to be better looking. Oh, I have to go back and adjust the fonts one by one to make them consistent. You've already spent several hours just adjusting the font and typesetting. .

Tip 3: Use product-related data and user feedback to guide your plan

At the beginning of plan making, you need to think about: Why do we need to make this plan and what is the goal of the plan? Who is the marketing content mentioned in the plan for? Of course, it is for the target users, but have you really talked to your target users? Have you determined who the users of this target plan are?

Or did you just take a screenshot and look for some so-called industry data and use it for feedback? When we do marketing work, we will of course use some user feedback and data directly related to this plan to make judgments. This is a very demanding job, but many companies do not care much about it. In other words, without any investigation, they casually set a plan's goals and target groups and then went about doing this, which resulted in no good results.

Then I was puzzled: Why did the result turn out like this? The reason is that you are not doing the important work at all, which is conducting user surveys and data feedback.

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When making plans, many people will look for some high-looking bar charts like this. These charts seem to be very related to your business and can provide some basis for your plan. But ask yourself: What is the relationship between this data and your specific business? I believe you can’t tell me 1.2.3.4, because these big data are useless to your business.

Fourth point: effectiveness first, creativity second

We mentioned before: creativity is just a good idea, it is only a very small part of the entire planning scheme. Good publicity methods are based on testing and feedback. What we need first is effective traffic and effective conversion. Don’t spend all your energy on creativity . In the same three days, you can make several attempts at effective traffic and then do data testing. You can also spend three days thinking of a big idea, but this big idea may not necessarily bring you good results. What I mean by a good effect is a good conversion and effective traffic.

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Which of these two options is better? Everyone can choose it at a glance. Let me emphasize again that creativity is only part of marketing or a plan. You need to create many, many creative ideas and then use data testing to find the better one. In other words, you don’t have to make your creativity so good at the beginning. You just have an idea and then test it quickly. If the idea is good enough, you can then refine it and make it a good idea.

**Fifth point: timely feedback and adjustment at any time**

The goal of marketing planning is to accelerate the acquisition of effective traffic and effective conversion. If the preset work content cannot meet the standards, then correct the course and take timely action.

Many planners often have a question: If we have already established a code of conduct when making a marketing plan, does that mean that the plan must be implemented as written? If I find that the effect is not very good, should I stop it? Or just watch it execute as it goes along and that's it? Anyway, this company is not mine, so I can make timely adjustments based on relevant tests and feedback. Here is just one principle:

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As shown in the picture, a car is stuck at an intersection. If the goal is to reach the destination, it doesn’t matter which road you take. If this road is blocked, just take another one. Our focus is on timely feedback. Whether it is marketing or planning work, it is a dynamic job that requires timely feedback and adjustments at any time. This is a never-ending task.

These 5 correct thinking patterns (if you really understand them) can be directly applied to your work, whether you are doing event planning, marketing plan, or execution plan, to write an excellent and impressive planning plan, and ultimately achieve the conversion goal of event planning, giving you the hope of promotion and salary increase!

Author: Yu Songye

Source: New Entropy (ID:baoliaohui)