This article is a homework assignment, which is to plan an online business event for the company's anniversary celebration. The author breaks down this topic and, starting from four questions, analyzes in detail the planning process and the problems encountered. Let's take a look.

A homework assignment required planning an online business event for the company's anniversary. The plan must include event theme, competitive product analysis, user strategy, event page, flow chart, promotion plan, event schedule and many other contents.

A friend asked me how I would plan if I got this topic?

Question content: This year is the company's Nth anniversary, and you are required to plan a membership anniversary event.

The activity plan should include the following:

1. Strategic thinking paths may include market analysis, competitive product research, and in-depth exploration of product functions;
2. The implementation plan includes a complete revenue idea, promotion slogan, etc., which can be matched with the activity page, that is, it includes schematic diagrams, flow charts, and interaction details;
3. The promotion plan includes Xunlei's internal promotion resources, which positions to put on the list, internal and external promotion resources;
4. Scheduling and planning of promotion plan time schedule and scheduling planning;

My advice is that you should not worry about whether the questions the interviewer gives you have any logical or process problems, and you should not worry about whether there are any omissions in the content of the questions.

The interviewer gives you such a test question, maybe he wants to test your following abilities:

1. Question review ability;
2. Information retrieval skills;
3. Logical ability;
4. Event planning skills.

Boldly write down the answer you think is correct, explain it clearly, check for omissions and fill in the gaps, and make the answer sheet look logical.

In order to better illustrate my analysis ideas, this article selects the Thunder Member product as a case study and teaches you step by step how to complete a high-conversion business activity.

1. Strategic Thinking Path

Let’s analyze question one first. The key words in the question are “thinking path”, “market analysis”, “competitive product research”, and “product function”.

At first glance, the term "thinking path" may seem like it means analyzing the active user path, but upon closer inspection, it turns out to be the thinking path.

In people’s subconscious mind, the premise of analyzing the market situation of a product or conducting competitive product research is to have a definite theme and direction; if there is no definite theme, then no matter how much research is done, it will be counterproductive and futile.

So, the first step is to determine the theme, method and strategy of the event.

The background given in the test question is "anniversary event", which is the key point.

What is the difference between anniversary business activities and daily business activities? What should we pay attention to when planning an event?

The encyclopedia explains that an anniversary celebration is "a celebration of the first anniversary of a company/product. An anniversary celebration is not just a simple programmed celebration, but a manifestation that a company, group, or product is on the right track and growing vigorously." - Therefore, the anniversary celebration can be regarded as an important annual event, and it is best to be linked to the brand/product to enhance the brand reputation.

How would I plan the anniversary celebration for Xunlei members?

Since Xunlei Member is a special product, it connects users on both sides; so before determining the theme/method of the event, I first need to determine whether this event is aimed at C-end users or B-end users, or whether it is an event connecting B-end and C-end users.

1. Activity Theme

Activity theme: For example, the theme can be "Membership Anniversary Party, become a member and get XXXX".

It is recommended that the theme of the event should not be too copywriting. For example, words like "Heart-pounding", "Spring is in the air", and "Hello April" may seem beautiful, but after reading them, users will not know what the event is specifically about, which is equivalent to an invalid copy. It is better to use words like "Become a member and get XXX" to be simple and clear. Moreover, based on the author's previous experience in organizing events, directly telling users what the event is about will result in a higher conversion rate.

Activity method: It is recommended to combine business + brand marketing activities, invite B-end merchants and C-end users to participate in the activity party and play together, and attract users to pay attention to the activity through emotional resonance; the advantage of co-hosting joint activities with B-end merchants is that it can expand the brand exposure of the activity; at the same time, it can reduce the investment cost of the activity, and ultimately achieve a win-win situation for both parties.

User strategy: Activities can be planned in a relaxed and simple atmosphere. For example, the anniversary celebration can be imagined as a simple "My birthday is coming soon, and I want to invite sponsors (B-end merchants) and good friends (C-end users) to celebrate my birthday." As for how to plan the event so that everyone is satisfied and everyone gets the benefits, this is the time to test the true strength of the event operation.

Event planning must be interesting, and user strategy must also make users willing to play with you, which is not an easy task.

2. Competitive product analysis

Many users may ask, why should I put competitor analysis second instead of before the event theme?

This is how I think about this:

Competitive product analysis: If you are planning a membership anniversary event, there is no need to refer to or research the activities of competitors. Instead, you should refer to and research the activities that are more effective in the entire industry, which will make it easier to break out of the original narrow circle of activities.

The purpose of the survey is to explore more innovative ways to make the activities fun and users like to play; for example, select some activity fission methods that are popular among users and do not require users to be taught, such as bargaining, catching dolls, and ring tossing; such activity methods that "my mother can play them and my mother understands their literal meaning" are more attractive to users, cause more forwarding and fission, and ultimately realize payment for the activities.

Product function: As mentioned in the above competition, a classic activity gameplay is selected to allow users to complete the payment/forwarding operation during the game; therefore, the product function design is centered around the final guidance (see the explanation below for details).

2. The implementation plan includes complete revenue ideas, promotional slogans, etc.

After determining the theme and method of the event, the next step is to verify the possible effects of the event, and reversely infer the traffic and gaps to optimize the product process - I have mentioned this in many of my previous articles, and you must first reverse the event data.

Revenue idea: Taking the target of 100 million as an example, use the branch method to break down the target.

• First determine the revenue target (100 million), calculate various resource entrances, location conversion rates, location revenue, etc., and calculate the traffic gap and revenue gap. (Guaranteed minimum)
• Based on the data gaps, we work backwards from the results to make a preliminary estimate of how much additional traffic and resources are needed to achieve the targets. (gap)
• Add bundling to regular sales records. As mentioned above, the user's arppu value can be increased. (Bundle)
• In addition, by designing commercial gimmicks such as co-branded membership recharges and school youth version membership recharges, you can cooperate with apps of similar scale, take advantage of the differences in user portraits of both apps, and occupy each other's users (memberships of various video websites also expand their user base through co-branded memberships). (Jointly)

Simply put, it is to adopt the four major operational ideas of "bottom line guarantee" + "gap" + "bundling" + "co-branding" to achieve revenue targets.

1. Event page

Reference example: Take recharging membership to play scratch cards as an example.

2. Line drawing description

1) The activity method adopts classic gameplay, such as free scratch cards after payment, bargaining before payment, etc.; the above case uses the method of free scratch cards after purchasing membership.

2) Set the activity page as a single-threaded activity, and try to reduce the number of buttons or operations that users can choose from; it would be best if the user only needs to click one button to complete the entire activity process.

As shown in the line drawing above, when the user enters the entire page, only the purchase button is highly directional and clickable, and the rest are activity dynamics and product introductions; the sub-venue banner page at the bottom is a jump to the sub-venue activity, forming a closed traffic loop; the advantage of this single-threaded activity design is that users either exit immediately after entering the page, or stay - more than 60% of users who stay will convert, and the activity conversion rate is very high.

3) It is necessary to determine in advance the maximum traffic entrance of the activity page. For example, if the entrance with the largest traffic is the floating window on the app homepage, then all interactions on the activity landing page must be designed based on the floating window entrance.

4) On the activity page, real-time bullet screen can be used at the top; the nicknames of members who have recharged and the recharge amount can be displayed in real time to give users a sense of excitement and stimulate users to place orders quickly.

5) The activity page should not be too long. It is best to keep it within 2 screens of the mobile phone. If the page is too long, users will not have the patience to browse it.

3. The promotion plan includes Xunlei's internal promotion resources and which positions should be listed.

Promotional resources are generally easy to organize, and can be divided into internal resources and external resources (new media mainly focuses on brand promotion, and can also be distinguished separately); in the promotion of major events, the personal connections accumulated previously should come in handy.

• Internal resources: such as the resource positions of the app, other app positions within the company, website positions, new media positions, etc.; it is best to use an Excel spreadsheet to record the resource positions, position sizes, and persons in charge of the entire company, so that you can directly refer to the spreadsheet for contact next time and improve communication efficiency.
• External resources: third-party apps, third-party media platforms, user fission channels, communities... It is best to have an Excel resource table to facilitate future work handovers. At the same time, you can also evaluate from the data which resources can be combined in the future.
• New media resources: two Weibo, one Douyin, and one Kuaishou, etc. (new media resources can be broken down individually or aggregated into internal and external resources). New media resources are especially important when doing brand promotion.

4. Scheduling, promotion plan, time schedule and scheduling of anniversary activities

Time progress - can be preheated 7 days in advance to deepen users' memory of the event.

(Note: Large-scale events generally require a warm-up phase, and the promotion of small-scale events can be determined based on actual conditions). As shown in the following table, the entire event schedule is expected to be 16-20 days (including weekends).

1. Promotion schedule planning

Event promotion is generally divided into three stages: warm-up → launch → closing, and event summary is generally for internal use.

Warm-up (preheat and promote 3-7 days in advance to attract users' attention) - launch (4-5 days of event promotion, cross-launch of various resources) - closing (about 3 days, organizing externally-promotable data, tidbits/stories, etc.) - summary (3-5 days, depending on the difficulty of data collection).

2. Schedule Notes

• There are many channels. In order to avoid channel congestion and waste of location resources, the promotion resource scheduling needs to be staggered to achieve maximum resource utilization.
• In terms of message push, except for the users pushed on the first day, users from the first few days need to be deduplicated when using push promotion later; try to make sure that pushes with the same content do not disturb users too much, while ensuring commercialization and not damaging the user experience.
• Refined user operations require that activities be pushed to users in a refined manner based on multiple dimensions such as user usage scenarios, user frequency, user behavior, and user online time.

The above is my analysis of the test questions.

After breaking down the entire activity, you will find that the underlying planning knowledge and thinking processes are actually very similar. The only difference lies in the consideration and consideration of details.

For example, consideration of copywriting, formulation of event strategies, interactive arrangement of event pages, event conversion, refined push, etc.; these details are the main reasons why you stand out from similar events, but the final paid conversion of events varies greatly.

Believe me, starting from the moment you finish reading this article, ask yourself a few more whys (5WHY analysis method) when planning each event; in the long run, you will find that the effectiveness of the events will gradually improve.

Author: Kaka

Source: Kaka