Online event promotion planning ideas and framework

According to the definition of Baidu Encyclopedia: "Online activities refer to activities that rely on the Internet, are initiated on the Internet, and are conducted entirely or mostly on the Internet. They are the process of publishing activity information on the Internet, recruiting activity personnel, and conducting activities on the Internet." Generally speaking, online activity planning proposals are divided into two major categories, creative proposals and execution proposals. The two are both related and quite different. The creative case is the basis of the executive case. The creative case only needs to show the basic ideas and thoughts of the activity, while the executive case needs to show the details of the activity in detail.

1. Creative proposal for activities

The creative proposal for an event should be simple and clear, without a lot of content, but it should showcase the creativity of the event. Generally, there are 2 to 3 creative ideas to choose from for an event proposal. If you are making a proposal for a client, do you suggest that you make a simple ranking of the creative ideas first? For example, you now have three creative ideas, and you categorize them into good, better, and average according to your satisfaction level. So how should you rank them when making a creative proposal? The sorting method recommended by the author is better, good, and average. The framework of a creative proposal is relatively simple and is generally divided into two parts: the source of creativity (introduction) and the basic content of the activity. Just make two points clear.

Source of creativity: that is, the inspiration for the event. It would be even better if it can be combined with current hot topics. When making a PPT, it is best to add illustrations, which will make it easier to accept from a sensory perspective.

Basic content of the event: just clearly state the theme of the event, time, which platform it will be held on, and how it will be done.

2. Activity Implementation Plan

The event execution plan is carried out after the event creative plan is determined. Some companies do not have a creative plan when planning an event. Even so, even if there is no creative plan, the creativity and basic content of the event must be communicated before the execution plan is made, otherwise a lot of planning time will be wasted. The execution of an event is a great test of a planner’s skills. Here we briefly talk about the qualities an online event planner should have: Internet sense: You must have a certain understanding of the Internet, especially forums and Weibo, which are often used for events. You need to understand their characteristics and rules.

Creativity: There are limited platforms for activities and the forms of activities come and go, so whether an online activity can be successful requires a good idea.

System thinking: From creativity to execution, activities involve the allocation of various resources, and need to consider the larger environment, the actual situation of the company, and the situation of the product. Problems need to be considered with systematic thinking, otherwise the planned things will be empty words and will not be implemented. Communication and expression skills: From creativity to execution, an activity often requires contact and communication with different departments. If you want the activity to develop in the direction you want, you must take the initiative to express and communicate. Note that it must be proactive. Of course, good writing skills, PPT production and other abilities can help you pass the plan smoothly. Okay, that’s all for now. I’ll discuss this with you in detail later when I have the chance.

An online activity execution case is roughly divided into the following parts, but is not limited to these.

1. Market analysis

You can make a brief explanation from four aspects: the product's market, differentiation, competition, and target audience. It will be more convincing if it can be supported by detailed data, such as current sales, which groups of people mainly buy the product, and the purchase ratio.

2. Activity theme

The theme of the event must be concise, clear, and attractive. To make an inappropriate analogy, the theme of the event is equivalent to the signboard of a store and is the key to attracting customers. Generally speaking, it is necessary to highlight the selling points of the event, such as free participation, gifts, lucky draws, etc. Tell customers clearly what this event is about and why they should participate.

3. Purpose of the activity

Generally speaking, online activities have two purposes: one is to increase sales, and the other is to enhance brand awareness. However, there is a focus between the two. It is necessary to grasp the most important purpose to design the details of the entire activity in order to achieve the effect of the activity.

4. Activity time

That is, the duration of the activity. The duration of online activities should not be too long. If the activity duration is too long, it will affect users’ interest in participation. Generally speaking, it should not exceed 1 month.

5. Activity Platform

The choice of activity platform is crucial, as it determines the way the activity is carried out and its final effect. Here, we will temporarily divide the activity platforms into self-owned platforms and public platforms.

Own platform: such as your own corporate website. The advantage is that it has various forms and you can develop functions according to your own needs, and you can also bring traffic to the official website. The disadvantage is that it has high technical requirements (general companies cannot operate it) and the promotion cost is relatively high.

Mass platforms: such as Weibo, forums, and portals. The advantage is that you can use the platform's own resources for promotion without any technical requirements; the disadvantage is that the form of the activity is subject to certain restrictions.

6. Activity Form

After selecting the event platform, you need to plan the form of the event based on the characteristics of the platform and the purpose of the event. Online activities include flash sales, group buying, forwarding with prizes, soliciting with prizes, online selection, registration and coupons, etc. There are at least dozens of them if you count them one by one. The author believes that there is no distinction between good and bad in various forms. The key is to choose and innovate based on the purpose of the activity and the characteristics of the platform.

7. Expected effects and goals The expected effects of online activities can be considered from several dimensions: number of participants, PV, UV, sales volume, and sales revenue.

Goals need to be set in stages according to the progress of the activity, so that appropriate adjustments can be made during the execution of the activity based on the differences between actual results and goals.

8. Activity details This part is the key to the implementation of the plan. The key point is "details", and all aspects of the activity execution must be taken into consideration. This can be considered from the following aspects: activity process, activity rules, and award setting.

Activity process:

Finally, you will have an activity flow chart, which can be made using PPT, Word or Visio. The activity flow chart can clearly show how users can participate in the activity. The process of online activities must be "simple", that is, "don't let users think about it". Complex activity processes will increase the threshold for user participation, so try to make the process "fool-proof".

Activity Rules:

The activity rules should include a disclaimer section, such as how long it takes for a user to fail to provide valid contact information before being deemed to have automatically waived the prize. It is recommended to weaken some standard terms or put them in an inconspicuous place on the event page, such as "The final right of interpretation of this event belongs to XX Company." I have always wanted to do a data survey to analyze the impact of the statement "The final right of interpretation of this event belongs to XX company" on user participation in the event.

Awards:

That is, what awards users can get in this event. It is recommended to "use big prizes as a stimulus and small prizes continuously". You can use a big prize as bait, and then give out small prizes every day or over a period of time, but it must be continuous, otherwise the user's enthusiasm for participation will decrease.

If it is more feasible, you can make a layout diagram of the activity page (using Word).

9. Marketing

In addition to the above, a good online event planning program also needs marketing promotion, otherwise it will be hidden in the dark and unknown to the world. Marketing promotion can be roughly divided into two aspects: on-site promotion and off-site promotion. In-site promotion is relatively simple, which is about how to use the resources of the platform itself for promotion, such as advertising space on the homepage, text links, etc. You should do off-site promotion within your means. General promotion methods include online advertising, email marketing (such as sending promotional emails to old customers), etc. 10. Timetable

It is recommended to use the Gantt chart, which is actually not complicated and can clearly define the time nodes, responsible persons, and output results.

11. Cost budget

The cost of online activities is generally divided into two parts: prize costs and promotion costs, which can be arranged according to actual conditions. If it is a proposal for your boss or client, it is recommended to make two cost budgets, a minimum cost budget and a maximum cost budget. 12. Emergency Plan

If the plan involves risky parts, there should also be corresponding emergency plans. I won’t go into details here.

The basic ideas and framework of online event planning are shared here. In fact, every aspect of it can be discussed in depth. Planning is endless. I have thrown out some content for discussion with you, and I also hope that you can share your work experience.

Author: Xuanming Network

Source: Xuanming Network