The most comprehensive summary of the event promotion planning process

1. Ideas for event promotion planning

1. Five elements of event planning

1. Requirements: The requirements of both parties (the purpose or reason of the activity). There are three levels of requirements in development: business requirements, user requirements, and functional requirements.

Define project goals:

Project deliverables;

Establish final deadlines for project development;

The quality standards that the deliverables must meet;

Cost limits that the project cannot exceed, etc.

Define project prerequisites:

Whether the project requires additional personnel;

Whether the project has the necessary resources;

How important is cost to the project and who has the authority to increase the project budget;

Whether the risks of the project are controllable, etc.

2. Copywriting support: event planning, promotional copywriting, SMS copywriting, etc.

3. Design: Achieve the final display effect

4. Materials: (mainly promotional materials)

Offline: ① Various promotional materials (POP, roll-up banners, DW brochures, knife flags, leaflets, etc.), event venues, PPT, etc.;

Online: ① Selection of various publicity and promotion channels and platforms;

5. Prizes: The setting of prizes should be combined with the main products as much as possible, taking into account the target user group, budget and activity effect.

2. Things to note when planning an event

1. Inspection ideas

①Simulate thinking from the customer's perspective, think from their perspective, and see what defects there are;

② Pay special attention to details, which is the most important aspect that makes your plan different from others;

③ Start from different angles and try to provide multiple solutions.

2. Five things that run through the whole story

What, why, for whom, how, how to do well

3. Emergency Plan

4. Daily accumulation

The first point is to be interested in planning: collect at least one event planning or marketing planning case every day, analyze and summarize it, and accumulate knowledge; pay attention to planning ideas and small gifts in life.

3. Specific elements of planning copy:

1. Activity purpose (activity needs/activity demands)

2. Pre-event preparation: event time, event location, event requirements, etc.

3. Activity rules and prize settings; activity budget

4. Specific process arrangement of the activity

5. Post-activity maintenance

6. Activity summary

2. The process of event planning

1. Reasons/Purposes of Event Planning
2. How to write an event plan
3. How to plan an event

1. Find the reason for event planning

(1) Reason 1: Time

① Legal holidays: such as May 1 International Labor Day - Labor is the most glorious; National Day - National Day seven days of fun, etc.;

②Seasonal changes: such as seasonal clearance, etc.

③Today in the company's history: On the company's seventh anniversary, a 50 yuan gift was offered for purchases over 99 yuan. The store manager went crazy!

④ With the rise of the Internet, self-created festivals such as Double Eleven and Double Twelve have been portrayed as national carnivals, which can also be used as reference.

Summary: It is easier to gain customer recognition by using time as an excuse to organize an event.

Customers may really think that you are celebrating your seventh anniversary, but with the rise of the Internet, if you raise prices in advance, it may be detrimental to the company's brand. Therefore, the setting of rules is particularly important, as well as the attractiveness and self-propagation of the copy.

In this case, content operations may actually be more attractive than the product.

(2) Reason 2: The commodity/product itself

Launch the latest merchandise/products and make a splash in the market:

Such as game companies' launch promotions, battlefield activities, etc.; the company's opening, new product launch, etc.

Summary: Using product information as an activity requires planners to have a deep understanding of the product itself and be able to organize and guide consumers based on their interests.

(3) Reason three: Industry hot spots/news hot spots

When planning an event from this perspective, we need to know what the recent hot spots (selling points) are, why we pay attention to these hot spots, and how we can take advantage of them.

(4) Self-destruction

This plan is somewhat risky:

① If it is a clickbait title, it will make customers feel disgusted;

② If the company’s shortcomings are really exposed, it may result in damage to the brand.

Summary: Generally in this situation, you can start with some common shortcomings, and then explain that the company has been working hard in this regard, etc.

But generally speaking, there are great risks, so you need to accumulate cases and have enough experience and confidence before using it. (I feel that planning is becoming more and more fun:)

2. Effectively combine reasons and activity rules

(1) Seamless connection between activity design and reasons

For example: If you are an operator of an e-commerce website and want to plan an activity for a certain product, hoping to make customers feel that they have obtained a good deal, but you do not have high operating costs, then what can you do?

①The theme of the activity is attractive;

② Carefully match the activity theme and reason;

③ Carefully set the activity methods and rules;

④ Make the event give people a unique feeling (put yourself in other people’s shoes and grasp the customer’s psychology)

(2) Setting of activity rules

Remember two sentences: simple process means less thinking, and clear copywriting means no ambiguity

(3) Setting of specific rules:

It largely determines whether the interests that users care about are sufficient to attract users to participate in the event. A few points to note:

① General prizes are not necessarily better than lottery, but if the lottery rules and grading exposure are not well designed, it is worse than a simple and crude general prize;

②The more complicated the activity rules are, the more likely users are to run away. However, if you adopt gamification design rules and give rewards in steps, users will obediently follow your pace.

3. After the rules are set, they still need to be coordinated with publicity and promotion to achieve the final good results.

3. Activity Planning and Analysis Activity Rules

①Public Award: Scan the QR code, log in to the WeChat platform to register, register and bind your bank card, and you can get 5 yuan in cash deposited into your bank card;

②Surprise Prize: Draw a grand prize, set first prize, second prize, and third prize, and the exposure rules need to be set in detail.

Single event settings:

① Opening program: song and dance performance (please consult Wuyue Plaza for details), host’s opening remarks (introducing the theme of this event and the platform introduction, etc.)

② Host: Introduce the platform's financial products and interact through a quiz with prizes;

③Lottery: detailed consideration, emergency plan, considering unexpected situations such as lottery numbers not being on site, etc.;

④ At the end of the event, the background board can start playing the recorded video 15 minutes after the event begins.

(6) Event budget: venue fees, host, marketing advertising space, etc.

(7) After signing the contract with the organizer, the relevant matters will be detailed and scheduled.

(8) Carry out material preparation: promotional materials (roll-up banners, knife flags, DM magazines, flyers, SMS copy, venue electronic screens, store promotion pictures, background boards, etc.), arrange dolls to distribute flyers (whether training is required, budget, number of people, etc.), etc.

(9) Analysis and summary of media publicity and other activities: These are offline activities, and the key lies in the details. Multiple simulations are required in advance to make the entire process as smooth as possible.

Actually, it’s nothing. The promotional materials and the like are very simple. Registration for the event is just registration + brand promotion.

There is nothing particularly attractive about the setting of the event rules, as both general prizes and grand prizes are included.

4. Thoughts and conclusions on event planning

1. Summary of the practical writing of planning copy

1. Think from the perspective of the user and the boss. The copywriting should comply with the company's requirements and market rules.

2. Planning and operation : meticulous, repeated inspection; user experience; starting from different angles, try to provide second-hand solutions; emergency plans; planning should be logical;

3. Get familiar with your own products : Combine the documents of previous event planning and start with imitation.

4. Reality : The basis of copywriting planning is still reality. Only planning based on reality will have ideas.

5. Backtracking : Derive from cases to requirements, collect more cases, and then work from back to front to analyze what the requirements are; based on the requirements, what activity rules are used to achieve them. Accumulate and summarize, and then make a breakthrough.

2. Event planning ideas—find new ideas

1. The purpose of event planning (appeal/demand): This point runs through the entire event planning process and should be kept in mind from the beginning.

No matter how novel the planned content is, the theme cannot deviate, and various forms of activities are to serve the purpose of the activity.

2. Empathy - What can event planners think of?

(1) Gambling Psychology

You can set up big draws, simultaneous draws and the like.

(2) The desire to show off

Ranking system, points system, etc.

3. How to attract people through event planning:

①The activities are interesting

②The activity has benefits (prizes)

③The activities should start from the customer’s perspective and think what the customers think.

4. Accurate positioning - grasp the target of the activity

5. Activity sharing - expand the scope of communication and reduce activity budget

In addition to bringing physical benefits such as prizes to users, activities should also have content that has communication value and increases knowledge.

For example, event marketing, word-of-mouth marketing, novelty, etc., content operation is the key to distinguishing an event from competitors!

Author: Xiaoxiao Yibang

Source: Xiaoxiaoyibang