5 basic elements of event operation!

The event details actually test the event planner's ability to control and foresee the overall event. The more detailed the considerations are, the easier it will be for the executors and customer service staff. Event planning is the basic skill of operation, but many planners only focus on creativity and think that event details are just trivial matters. The result is that after the launch of an event, there are often problems such as different users having different understandings of the event, deviations between event execution and event planning, and users taking advantage of loopholes in the event to gain benefits, which forces other executors, customer service staff and even developers to work hard to fill in the gaps. This situation is mostly because the event planner lacks to write complete event details after the theme is confirmed.

Someone may ask, is it useful to write so many clauses if no one reads them?

I think it is certainly useful.

The event rules are equivalent to a temporary contract between the organizer and the participants. They not only help everyone (including internal executives and interested users) understand more details, but also serve as a guarantee of terms in case of disputes during the event.

So, what elements should a complete activity rules include? I think it generally includes the following elements:

1. Complete retelling of the event information

Event details are generally a supplement to the event theme page, and for the sake of the page's expressiveness and design, excellent event theme pages often have limited text content that they can carry. Therefore, the activity details first need to fully repeat the basic information of the activity, such as activity time, activity objects, activity content, and activity participation conditions.

2. Definition of Activity Vocabulary

Event planners often fall into a misunderstanding, that is, they think that everyone understands the meaning of the event vocabulary they often write, which often leads to a communication barrier. As shown in the Johari Window below, not all activity information delivered is in the public area. The role of vocabulary definition is to dig out the hidden areas and blind spots in the activity information as much as possible before the activity to facilitate understanding and execution.

For example, when we organize activities on our platform, sometimes they are targeted at fans and sometimes they are targeted at members. Perhaps most planners would think that the concepts of fans and members are so clear that they do not need to be defined. But in reality, it is not necessarily clear to users. Therefore, it is necessary to add in the activity details that fans refer to users who follow XX WeChat official account, and members refer to users who have bound their mobile phone numbers to XX WeChat official account and completed registration. For other internal expressions, it is even more necessary to add definitions and explanations so that everyone can understand them more easily and facilitate effective communication.

3. Limitations of special activity scenes

After the event planning is completed, it is recommended to communicate with the executors and customer service staff, listen to their opinions and suggestions, and provide limited explanations for special scenes that may occur during the event execution. Common special scenes of events include:

1. Whether this activity is shared with other activities;
2. If a refund, return, or order cancellation occurs, whether the activity participation is valid;
3. Are there any other restrictions on the activity, such as the target, region, frequency, etc.
4. If you participate in an activity by consuming user rights (such as points, payment amount), and do not receive any benefits after the activity ends, will the corresponding rights be returned?
5. Is it necessary to do something to participate in the activity? If there is a problem with the user's operation, who will be responsible? If the specified operation requirement is exceeded and the user fails to participate, will there be a reminder notification or will it be considered as an automatic abandonment?
6. Are prizes allowed to be returned or discounted? Who will be held responsible if there are quality issues with the prizes issued?
7. If there are different interpretations of the activity on other channels or platforms, the activity description of that platform shall prevail.

The above are just some simple special scenarios. In fact, no activity can develop perfectly according to your ideas, and various special situations may arise. Only by communicating with executives, customer service staff and other more experienced planners and operation and maintenance personnel can you understand the special scenarios that may occur in an activity. The activity details need to limit the execution of the activities when these special scenarios occur in advance.

IV. Risk Warning of Activities

Event risks are the further evolution of special scenarios of events. Special scenarios of events are exceptional situations that are likely to occur. Limitations are made to resolve disputes while also trying to ensure the integrity of all details of the event.

Event risks generally refer to situations that planners least want to occur during an event. However, once they occur, event planners need to inform users of the event organizer's decisions through detailed rules, thereby achieving effective risk control of the event.

Activity risks usually include the following situations, such as:

1. Countermeasures when the activity platform is attacked by hackers, or when users conduct system fraud, etc.;
2. Countermeasures when server, equipment, network and other system bugs occur during the activity;
3. What to do when the progress of an event is affected by force majeure factors of other organizers;

Generally, risk control is best divided into two versions: internal and external. The internal version includes solutions to various risks, including external statements, while the external version includes clear responsibilities and user instructions when risks arise.

5. Any matters not covered in the activity are still subject to the law, and the final right of interpretation of the activity is reserved within the scope permitted by law.

As shown in the Johari window shown earlier, in addition to the public area, hidden area, and blind area that can be described as completely as possible in the event details, there is also an unknown area. After all, there is no perfect event plan, and the execution process is a very complicated link, and it is very likely that situations that no one expected will occur.

Therefore, it is recommended to add at the end of the activity details that all unfinished matters of the activity are still subject to the notification of the XX platform. If additional explanations are made on the notification platform, it means that all participants of the activity are aware of the additional situation.

Although the final interpretation right clause clearly stipulates that the "final interpretation right" cannot be used as an unfair clause to infringe upon the legitimate rights and interests of consumers, this clause is an invalid clause when it infringes upon the legitimate rights and interests of consumers. However, merchants must have the right to interpret terms that may have ambiguous meanings. Therefore, it is recommended that the activity details should still be retained.

As shown above, the event details actually test the event planner's ability to control and foresee the overall event. The more detailed the consideration, the easier it will be for the executors and customer service staff. If it is a larger event, it is recommended that planners and customer service staff add detailed event Q&A in addition to the rules to explain the details. I believe that with more preparation, there will be fewer detours and fewer pitfalls.

Author: Running Big Orange

Source: Running Big Orange

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3. Event operation from entry to advanced: program design

4. A complete method for event operation!

5. The most comprehensive guide to event operations from entry level to advanced level!