Suggestions for marketing conference activities!

Conference activity plan suggestions

For specific activity plan formats and sample documents, please refer to the Public Relations Home website - "How to write a crisis public relations plan template? Here is a case study”; “What specific work does a public relations specialist do? Attached with activity planning plan" and other contents, this article mainly introduces the planning of marketing public relations conferences and the content that the author has practiced.

1. Event Background

After n years of in-depth research and exploration of the xx industry, xx company has developed and launched a safe, precise and easy-to-manage "Qiankunshi" big data risk control platform solution in response to the technical difficulties in the industry and the various loopholes and inconveniences in current competing systems. It is expected to fully showcase this industry solution to the leading corporate customers in the xx industry through a new product launch conference in the conference hall of xx Building, xx District, Shanghai on 2019/x/x.

2. Planning and preparation

Theme of the conference

The theme name of the press conference needs to be creative and easy to remember and understand. It should directly point to the core topics of the meeting, highlight the cultural heritage of the company and brand, and demonstrate the core value of the products released at the meeting.

Industry risk control systems involve a wide variety of disciplines, and the precision, professionalism and complexity of the system itself are not suitable as a brand communication theme. However, the effects and advantages it brings can enable users to quickly associate the meaning of the system with industry experience, and can also quickly generate interest and attention from customers with similar needs in other industries.

In the "Qian Kun Moves at Will - xx Industry Big Data Risk Control Platform 'Setting a Standard' Press Conference", Qian Kun represents the precise operation of all things between heaven, earth, sun and moon, while moving at will clearly shows the advantages of the product. The setting a standard press conference is a product launch conference announcing that the product is a new benchmark in the industry, which will help attract the attention of leading companies and experts in the xx industry.

lActivity Purpose

A clear event purpose helps to enhance brand awareness and increase cooperation opportunities. One method is used for organizers and co-organizers to quickly understand the planning scheme, and the other is used to introduce guests, media, target customers and other participants.

Activity time

According to all recent press conference dynamics in the industry where xx company is located, choose the opportunity time with marketing advantages, and try to avoid meeting schedule conflicts with strong brands. In particular, you can refer to the established time arrangements of key participants, such as key customers, high-quality old customers, and scheduled customers in the target industry.

On the other hand, we must fully consider the needs of the media communication strategy and reserve time for media interviews and article distribution. For example, if the media is required to complete article distribution on Friday and implement enhanced communication over the weekend, this will require a press conference to be scheduled on Tuesday or Wednesday, and at least one day must be reserved for communication between the company's public relations department and the media and for self-media promotion.

Activity location

Based on the demand factors of the conference guests, participants, organizers, co-organizers, etc., as well as the event's needs for the venue's indoor environment, equipment, layout, capacity, network and signal status, supporting facilities, and even efficiency-enhancing conditions such as venue supporting services, surrounding supporting environment, accommodation and catering. Many conference organizers tend to overlook the surrounding supporting environments, such as tourist attractions, shopping and leisure venues, and eating, drinking and entertainment scenes. These factors are the key to increasing the success rate of invitations and the attendance rate of the target public.

The layout of conference rooms, corridors, dining and accommodation environments is sometimes the key to interesting creativity, especially when combined with weather, transportation, regional culture and other characteristics to give full play to creativity and formulate multiple exhibition plans. This conference optimization and efficiency-enhancing method is particularly suitable for consecutive events, allowing participants to have new discoveries and desires to explore each time, which is an effective means to strengthen brand image memory and association. In addition, the author once encountered the practical problem that it is difficult for non-famous companies to invite media and potential customers. However, after discussion, it was found that most invitations would hardly attract the attention of the receptionist due to the serious and subjective introduction meetings. On the contrary, supporting introductions can form a differentiated advantage to gain attention and favor, increase the success rate of invitations, and even arranging an additional entourage for important target persons can have a significant effect.

Target audience

The main target of this event is key figures such as decision makers of leading enterprises or special senior managers in the xx industry, followed by other key figures of enterprises in the industry who have intentions or needs. During the press conference invitation period, we can also drive the discovery of potential customers through old customers.

In addition, the support of industry experts, heads of relevant departments, and the participation and support of authoritative media and vertical media are also important public relations targets in the event.

Determine the method of participation

The attributes of the target population will more or less affect the way of attending the meeting, but as a planner, you must not only consider the psychological needs of the participants, but also consider the style of the meeting, target needs and expected effects to analyze and develop appropriate ways and channels of attending the meeting.

Industry conference activities can be open or closed, registered or invitation-based. The open type is suitable for programs that require a good pre-heating effect, the closed type is suitable for high-profile programs with carefully selected participants, the registration type is suitable for programs that create a social atmosphere for large-scale events, and the invitation type is suitable for programs that enhance relationships for small-scale events. Some activities that are not limited to the attributes of the target population can consider adopting a combination of various participation methods. The flexible combination method has a significant impact on the psychological feelings and activity experience of different participants.

3. Program planning

lCreative content of activities

It includes the presentation method and creative insertion of special effects in the event, the design and highlights of the performance show during the breaks, the setting of event speakers and speech content and direction, etc. Such as PPT presentations, seminars, talk shows, simulation presentations, interactive experiences, etc., the display of the product's unique functions in interest-oriented, professional-oriented, and high-difficulty directions, as well as third-party competitions, harsh challenges, and distinctive product experiences.

l Communication and promotion channels

When choosing media, we should mainly select authoritative news media and online portals, advertising spaces in CBDs of key cities, advertising spaces in commercial and public places, as well as existing good media cooperation resources and self-media resource channels;

Choose the promotional position. This event is suitable for selecting insertion positions, patch positions, homepages, and column pages in authoritative media platforms in the industry vertical category. Offline mainly focuses on commercial and business scenarios, such as CBD indoor and outdoor advertising, airports, high-speed rail stations, etc. Other online media placements are relatively more flexible. You can choose exposure and promotion methods such as search engine rankings or advertising bidding, topics on social platforms, and hot searches based on the type of audience. If the product can be sold on an e-commerce platform, you can also consider advertising on Alibaba and JD.com shopping platforms.

Choose a time. This event is suitable for real-time live broadcast on multiple platforms throughout the entire process. The planning of media advertising display time periods and durations, as well as the number of times advertising is placed during the event warm-up period, opening period, development period, and closing period need to be planned based on expected demand, and the specific implementation plan should be flexibly adjusted at each stage after the event is launched.

Project timeline

First, use the overall cycle of the press conference as the index item, and then according to the monthly or weekly work cycle, organize the event preparation and warm-up, venue materials, scene layout, invitation confirmation, safety inspection, reporting to relevant departments and other projects, indicate the task duration, start time and completion time and other conditions, and use it as an explanation and memorandum document for the overall work arrangement and promotion of the event.

lMaterial and equipment preparation

According to the conventional materials and equipment required for the activity, material tables are prepared in electronic and printed versions. The electronic version is convenient for collaborative follow-up and storage among staff and can be viewed at any time. The printed version is used for circulation review and verification by the execution team. The table contains columns such as material and equipment name, preparation cycle, start time, end time, person in charge, executor, task-related instructions, notes, etc.

Precautions for the preparation, storage and transportation of physical materials must be noted in the form, and real-time follow-up of electronic materials and data backup must be strictly implemented in accordance with the prescribed implementation process. The author recommends that the planner and executive manager each keep a backup copy, and use a collaborative office APP to upload a shared read-only material form.

l Personnel task arrangement

The specific work arrangements for personnel from each department involved in the interactive implementation require the preparation of task forms that include work content and responsibility weights in advance, corresponding forms such as material preparation and project time, or the preparation of forms based on the degree of collaboration and cooperation of the activity execution team. The personnel task form plays a central role in the work arrangement of activity implementation. If the executors are a long-term cooperative team, it is recommended to use a unified task form indexed by personnel tasks.

lSafety and emergency plans

One aspect that cannot be ignored when hosting an event is the safety measures during the event, such as fire-fighting equipment and passages, evacuation plans and protocols, water and electricity facility management, emergency contact plans, responsible persons and contact information, and even the impact and interference of natural disasters and force majeure.

In addition to safety-related issues, emergencies also include situations such as equipment and facility failures, power failures, time delays, damage and loss of materials, etc. It is necessary to plan backup plans or emergency handling protocols based on possible situations such as scenarios, personnel, materials, force majeure, etc.

Scenarios include management plans for equipment, facilities, electricity, venue management units and personnel; personnel include invited guests, media, staff, venue managers, third-party performing teams, etc., and measures for delays, late arrivals, injuries and first aid; materials include response and remedies for transportation and storage, weather influences, production errors, damage and loss, etc.; force majeure mainly includes major impacts such as natural disasters, unexpected dangerous events, sudden uncontrollable events, venue or third-party events.

4. Budget

The activity includes four major parts: personnel labor, implementation management, media promotion, and unexpected expenses. Among them, the relevant system for unexpected expenses is formulated according to the financial system requirements of the organizer and the organizer of the event, and the detailed planning of the specific items and amounts of labor, management and media expenses is the core content of the budget part.

It is recommended to list each overview item in three levels, which can be detailed and in line with the planning of financial statistics process, so as to facilitate the smooth progress of the work of all parties.

5. Activity Estimates

The activity effect is estimated based on the planning objectives, and the degree of realization of brand promotion, product performance, cooperation expansion, etc. achieved in each activity cycle and specific project. In this part or in the program design, it is indicated how to carry out the effect evaluation, such as collecting market feedback through public surveys, media statistics, interviews or seminars, and conducting analysis and summary.

The author recommends that the content here be used as a reference for the overall goals and specific objectives of event planning, and then to make deductions and predictions based on planning and implementation experience, publicity planning, and implementation capabilities.

Author: Xiao 5

Source: PR Home