5 tips for event management!

Event operation is a type of operation. The author of this article summarizes 5 experiences in the operation of his own event and shares them with you!

I have worked in public account operations, content operations, event operations, platform operations and user operations; I have also been responsible for leading an operations team. I want to write some articles, and I hope that they will be a summary and record of my work, so as not to let down the past years.

When it comes to event operations, my advancement path is probably from participating in event discussions - being solely responsible for events - to making comments and suggestions on planned events.

Compared with other types of operational experience, I haven’t been solely responsible for many event operations; but I have had a lot of experience and do have some experience and ideas.

1. Cash is always the best reward for activities

Every activity has its goal from the day it is born. It could be attracting new customers, promoting activation, or retention, conversion, and referrals.

But no matter what kind it is, the reason we do activities is to use certain incentives to get users to help us achieve our goals. The effectiveness of the activity is closely related to whether the incentive is effective.

When we first started working on online events, the most vexing issue we discussed was what prizes we should choose so that customers would be interested in participating in the event. Not only did we vote internally, we also conducted user surveys within the company, and the prizes we gave out were constantly upgraded: there were big prizes like iPhones and travel packages, there were shopping cards from major e-commerce platforms that everyone could use, there were trendy Dyson series home appliances, and there were all kinds of gold products that were worth investing in and collecting.

But it was difficult to satisfy everyone. We had more than one case where customers won big prizes such as mobile phones but did not claim them until we saw the effect of cash red envelopes.

The cash red envelope may only have a few dollars, but the stimulation it brings to users is definitely far greater than a 10-yuan phone bill. Especially for activities that do not require high standards, such as just attracting new registrations, it may only cost a few cents to allow users to open a new account.

This point is actually vividly reflected in the booming Pinduoduo. With a cash withdrawal of 100 yuan, you can make a move on so many of your relatives and friends. If any other prize of equal value were used, I believe the effect would not be so good.

However, cash red envelopes are not applicable everywhere. Because of some industries, such as the financial industry, the use of cash red envelopes is still very restricted due to compliance considerations.

2. The simpler the way to participate in the activity, the better

When reading articles about operations, you often see the phrase "take advantage of human weaknesses to conduct operations." Although I personally don’t agree with this statement, human weaknesses such as laziness will indeed affect the effectiveness of the event.

Mainly from two aspects:

1. The activity operation is minimalist

This actually involves a bit of product thinking. When organizing an event, you should treat it as a small product.

For example, the login or registration method for an event. We know that many Internet organizations used to register by email, and many financial institutions have a rigorous account system. But no matter which one it is, it is a hassle for users to enter a long string of characters. Fortunately, with the emergence of WeChat and the requirement that many APPs bind mobile phone numbers, the login method has become much simpler. Now there is even a system that automatically recognizes your mobile phone number, so you don’t need to make any input. You can log in and participate with just one click.

2. The threshold for activities is extremely low

We said earlier that activities have goals, but is this goal to be achieved all at once or gradually?

To give another example, the goal of the financial industry is to build customer assets and generate income; but if you tell your customers right away that you will get a certain reward based on how much money they deposit, then I don't think there will be many customers who can meet this threshold. There are even fewer people who meet the participation threshold, happen to see your event, and happen to be interested in it.

Our general practice is to break it down into registration - opening an account - deposit experience - gradual increase of assets, just like a task system. But the first step in starting a task must not be too demanding or too difficult, so as not to scare everyone off.

3. Activity interaction should reduce people’s thinking

This point is actually similar to the above point and is also somewhat related to product thinking.

Last year on Tmall’s Double Eleven, there was a cat stacking event. To be honest, I never understood the rules of the event.

Every time I take a step, I will be prompted to take the next step. I can get points by visiting the venue or something, and then I can go there with just one click.

In our past event experience, we also found that customers often sign up without knowing what to do after signing up. It is basically impossible to ask them to read the event rules.

Therefore, we need to spend more time on event interaction. For example, after registering for the event, you can guide customers to participate in the lottery, and then jump to the next step after the lottery. Step by step, the system leads users.

4. No matter how it is packaged, the nature of the reward is the most important

When planning an event, it is easy for us to fall into a creative circle and constantly think about how to attract customers in terms of form.

For the same lottery activity, we can make it into a big turntable, a money tree, a claw machine, etc.

But is there a big difference in the effect?

Not likely.

Apart from giving customers a sense of freshness, the rest is just increasing the workload of UI and development.

After several experiments, we found that instead of packaging the activity in a fancy way and confusing users, it is better to tell them clearly what the reward is.

Of course, if the reward is not attractive enough and needs to be packaged and concealed, that’s another matter.

5. Low-cost hit activities need suitable soil

A soldier who doesn’t want to be a general is not a good soldier, and an event planner who doesn’t want to create a hit event is not a good planner.

Every student who works in event operations should have a dream of having a hit product, hoping that the event data will be amazing and that they will become famous overnight.

Alipay’s annual bill, Alipay’s koi carp, and NetEase Cloud Music’s heartfelt reviews are all monuments before us. Before surpassing the monuments, we must first ask ourselves: Do we have the soil that made them possible?

A huge user base, strong technical support, repeatedly polished copywriting and UI, promotion by popular celebrities, etc.

Taking bills as an example, since the release of Alipay bills, major financial institutions have followed suit.

We also tried to learn, but just connecting the various types of assets and income data took us several months of discussion with the technical department. We were also influenced by the company's cautious atmosphere and did not dare to promote it vigorously. Naturally, the results were not satisfactory.

So sometimes, what suits you best is what suits you best. Although it did not bring a double effect, we increased our business data by 10% to 20%, which is already very good.

Author: Swaying Tree

Source: Swaying Tree