Event Promotion: How to do a good job in event review?

Since last year, I have started to learn how to review and summarize what I have gained from activities, as well as some of the problems encountered in the activities. This way, I and other friends can avoid pitfalls, and also summarize the good points and apply them to future activities.

1. What is a review?

When writing this article, I looked up its concept:

Review, a Go term, also known as "re-game", refers to replaying the game record after the game is over in order to check the pros and cons of the moves and the key gains and losses in the game. It is generally used for self-study, or to ask experts for guidance and analysis. If you rehearse according to the chess record, such as reviewing a game, it is called "playing the record" or "reading the chess record" (Source: Baidu Encyclopedia)

The word "review" was originally used in Go. After each game, players would review the game, summarize the good and bad of each move, do analysis, and prepare for their next game. The same is true for operations, from small things like summarizing and analyzing each event to preparing for new subsequent events, to big things like summarizing your own growth and paving the way for your future. Many young people are always confused on campus and in the workplace. They cannot feel their own growth, nor can they see their own shortcomings. This is probably because they do not review their past experiences. If you review each stage well, you will find your own growth, and even a small point will lead to the discovery of a bigger point. Some time ago, I encountered a lot of problems at work. I didn’t know where my direction was. Later, I reviewed my growth and found that I was not without growth. I still gained a lot:

1. I know how to start a new project;

2. Carried out several activities with relatively good results;

3. When making course products, I know how to package and make new products;

4. How to build a team for new project operations and how to be a good manager in areas that you have never worked in;

I also discovered some of my own problems:

1. Take everything too seriously;

2. Failure to manage upward;

These are all precious energies for me. After reviewing and summarizing them, I will know how to make changes in the future. Therefore, "reviewing" can help you summarize and help you grow. Do you think it’s important?

2. How to review an activity

Okay, that’s a bit exaggerated. Let’s get back to the operation itself. We can review it in a flashback manner. The so-called flashback method is to review the activity process starting from the final result and do a review analysis. There are a few things you must do during the event:

1. Make activity plans in advance. This activity plan can be adjusted during the activity operation (activity process, goals, SOP). Be sure to keep records of the activity adjustments, including when the adjustments were made, what adjustments were made, and what changes were made after the adjustments;

2. During the activity, collect materials for each step (posters used, screenshots of the community process, etc.) as detailed as possible. Here, just collect according to the activity steps;

3. Do a good job of data collation for each stage and each promotion channel;

4. Keep records of who is responsible for each part of the activity, when it needs to be submitted, and whether each part is submitted on time.

That’s about it. . . There are also some detailed ones, and we should be as detailed as possible when reviewing.

Doing these before the review will solve a lot of problems for our subsequent activity review . After the activity is over, the formal review will begin. We need to start the review analysis from the results:

1. Data

This should be done according to our activity goals, such as:

Goal 1: Increase the number of followers of the official account

Goal 2: Number of lists brought by the activity

Goal 3: Event Sales

Goal 4: Private domain traffic growth

You can set any goal you want, but it is recommended that you don’t set too many or too complicated activity goals. We want to have everything, but we often end up losing the big picture while ignoring the big picture. The activity goals of the case study I shared yesterday were actually very intuitive, namely performance and conversion rate. So we should just analyze the data of the entire activity based on these two data.

Overall data analysis:

In addition, we also need to do data analysis for each channel every day:

①Which channel has the best effect? ​​Why is it so effective? What did you do?

②Which day had the best data and what adjustments were made on that day?

③The data completed by each person. Whoever produced the best data can share it with you. What was his main work and what made the data so good?

2.Activity Process

This is what we just asked everyone to do in the early preparation process. According to the entire activity process, make a record of each step. You can use a document to record all the steps yourself, just in a straightforward manner, without any embellishment.

Some friends here may ask, what should be done if they are not responsible for the entire activity? You can discuss this with other friends, or suggest to the leader to have a review meeting together, make an overall graphite document, and organize each process according to the division of labor of each of us.

The whole process reference:

[Practical information] The unit price of the course is 2140, a group conversion activity with a conversion rate of 20%

A case study to teach you how to increase the attendance rate of low-priced live courses

3. Activity Analysis

This is the most important part. The problem that many people may easily make is:

① I feel a little bit proud, thinking that everything I have done is good and there is no problem. In this way, I cannot analyze the problem, and this review is meaningless;

② Reviewing for the sake of reviewing, and treating reviewing as a mere formality, will not yield any results;

③The purpose of review is to identify problems and advantages to provide help for subsequent new activities. Do not turn the review into criticism, only talking about problems and not advantages.

So how do we do activity analysis?

① Sort out the entire activity process and let each participant talk about the problems encountered in each process of the activity:

a. What problems occurred, how were they dealt with, and how effective were the responses?

Note: At this time, you may talk about some people. Don't be angry. Accept it with an open mind. You should know that the friends who are willing to give you suggestions are the ones who can really help you grow, while those who keep flattering you will make you more and more arrogant.

b. What are the relatively good points of the event? Why are they good? Is there any room for improvement?

②Which problems encountered during the activity are controllable and which are beyond our control?

For controllable issues, what adjustments should we make later?

How should we change the uncontrollable problems later?

③What inspiration does this event bring to our later activities?

At this time, we can also see if we can have a general discussion about our next activities.

4. Make review documents

Finally, we organize the contents of our review into a review document, which can be used for our own application in the future and can also serve as an important document for training new people.

Author: Xiaohuahua

Source: Xiaohuahua (om_note)