How to organize a successful offline promotion activity?

How do you start to create an offline event?

1.

To organize a good offline event, we need to consider the following issues from a broad perspective:

1. Why do we want to hold such an event? What is the purpose?

2.What is the theme of the event? What effect can it bring?

3. What is the budget? Have the input-output been considered?

I think these three questions are issues that must be carefully considered when organizing an offline event. At this stage, your role is like that of a product manager.

If you don't work hard at the most critical moments in your life, and are unwilling to change yourself after graduation and entering the workplace, perhaps you are like a primary school student who, when thinking of an activity, immediately thinks: I want to do this, I want to do that, I want to give a small gift on the spot, and finally I want to say something, like that. There is no ability to think systematically, nor is there any control over the overall market. If I make an analogy, I regard this kind of person as the Type C product manager mentioned by Mr. Yu Jun, the "father of Tieba product manager", who can only do things and piece them together.

You need to clarify the purpose of the event: to spread brand influence? User experience creation? To counter our own needs? Or, is it just for the sake of doing an event? If you don't think this through clearly, or have too many goals, it will cause problems. At least there will be problems in the implementation of your next plan.

2.

Entering the practical stage of writing a plan, we now have to consider the following issues:

1. Where and when will the event be held?

2. What are the key time points and milestone events of the event?

3. What is the activity process? Which people are needed, at what stage, and what should be done?

In this stage, your role is like a project manager.

You need to know the key to the success of this event: money, the quality of guests, the number of users, etc. You need to strictly control the progress of the entire activity and clearly know what kind of product should be output at which time point. If not, whether a team member needs to follow up in a timely manner.

Maybe everyone is hesitant about the question of "where will the event be held", which I think is the key issue. Let me explain: the venue of the event basically determines the tone of the event. More than 50% of the user's experience when they arrive at the event is made up of the environment, and the environment basically lays the background and direction of the event.

As an activity leader, you should output a complete activity plan and tell your team members what you are going to do at a certain point and who in the team needs to assist you at what time. If you just work behind closed doors and do things in vain, you won't achieve any results.

3.

When entering the offline part of the event, there are several issues to consider:

What should you do before users arrive?

What should you do after the user arrives?

What should you do during the activity?

What should you do after the event?

It seems that the above four questions are a bit long-winded, but this part determines whether the activity that has been prepared for so long in the early stage can achieve the expected results. At this stage, your role is like that of a live director.

Especially after users arrive at the site and during the event. Can you control the whole situation from the perspective of the organizer? You need to remember:

You are the organizer and you have to serve the users. Maybe you hate to greet people with a smile, but you have to do it.

You should not immerse yourself in your own little details. You should observe and understand everyone's current psychology and adjust in time.

Your every word and action has an invisible impact on users. If some unexpected events suddenly occur at the event, you should quickly find a way to solve them instead of complaining to your teammates. If you have a grim face and a bad tone, these details will make everything fall apart.

Because everyone will have a deep memory of unfinished things. If after the event, you give users the feeling that "Okay, you came to the event obediently, but now the event is over, you are no longer important", perhaps all the previous construction will collapse. From another perspective, even if the activity is not successful, giving users care and good feelings at the final stage may reverse the psychological perception of the entire activity in users. After he returned, when people asked him about it, he would say: "The organizers were very enthusiastic and the people were very nice." Maybe this can be considered an achievement.

4.

If you have done all the above, you have laid the foundation for creating a strong influence for this event. The following tasks are the key links interspersed in the above work:

Clarify the target audience of this activity. Depending on the target audience, the communication channels and forms will also be very different. Let’s take the activities in the Internet circle as an example:

To industry KOLs: We often organize activities with poor online traffic diversion effects or low offline participation. One of the reasons is that the event guests have low visibility and influence. If we can invite well-known industry figures like Kai-Fu Lee and Lei Jun, it will attract the attention of the industry and naturally create a huge influence.

Facing new media: New media still dominates the world (WeChat, Weibo). After an event is released, there will be registration channels through various channels. The choice of publicity channels will also affect the impact results. We should select some well-known new media in the vertical fields of the industry to carry out preliminary publicity.

For partners: An offline event with high value is bound to be favored by many third parties. Choosing some well-known partners in the industry and leveraging their resources and strength can expand the coverage and impact of the event.

Media-oriented: By inviting KOLs to the event and packaging the event, attract or invite well-known media to follow up and report.

User-oriented: As mentioned above, if we provide good user services and give users a good experience, word of mouth and self-media platforms such as WeChat Moments will spread.