An event planning and execution form template

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Over the years of work, I have participated in many offline activities.

Some are self-hosted, some are participated in, and some are observed through video. Many activities look smooth and peaceful at the front desk.

In fact, there are many problems in the implementation behind the scenes.

So after a lot of observation,

I also gradually sorted out some of my own experience in doing offline activities.

Today I would like to organize these experiences and discuss them with you.

The planning of offline activities is similar to the planning of online activities.

In the planning stage, 6W1H needs to be considered:

why—what—who—where—when—Which—How

Translated it becomes:

Why - What to do - Who - Where - When - What channel - How to do it

In my opinion, when doing an offline event, we can roughly divide it into two parts.

Planning and execution of activities.

Considering that there are thousands of types of activities in the world, most of the offline activities discussed in this article are offline activities held by Internet companies.

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When planning an event , only by convincing yourself can you infect others.

First of all, we need to think clearly about why we want to hold an event? What is the purpose of the activity? What goals do you hope to achieve through this activity?

As a planner, this is why it is so important.

Many novice planners habitually accept instructions from their superiors and bosses.

I decided to organize an activity on the spur of the moment.

But why do we have to do an activity?

What effect can this activity have?

Can it play the corresponding role as the boss said?

In fact, it needs to be further investigated.

When you have clearly defined the purpose of the activity,

It is easier to stimulate subjective initiative when doing subsequent planning.

Otherwise, it is easy to organize an activity and end up with a programmed process every time.

It is difficult to judge whether the final effect is good or bad .

Most companies consider activities from the following perspectives:

Brand enterprises: expand new users, promote the activity of old users, and increase brand awareness.

Platform-based enterprises: expand the platform brand’s visibility and market share on the B-end and C-end, and help the B-end and C-end match resources.

Party B Company: Further contact with potential Party A customers through forums, sharing sessions, exchanges, banquets, etc., and highlight the company's new research results and professionalism. Create opportunities for collaboration.

Based on these different purposes, various companies will try to achieve their goals through various activities.

Roughly speaking, it has the following form:

Individual: weddings, parties

Internal: Annual meeting, team building

External: media communication meetings, salons, investment promotion meetings/order meetings, new product launches, summits, forums, pop-up stores, exhibitions

When we have a general understanding of the purpose and form.

The next concept that needs to be introduced is standard.

After each activity, we should evaluate it through a series of criteria during the review:

Whether an event is well organized or not.

What is good is good where it is good, and what is bad is bad where it is bad.

The above sentence is what a leader I respect very much likes to say, and it has great practical application value.

For example, we can judge whether most offline activities are qualified from three aspects.

The first aspect is sales. If an event has a sales link, then dimensions such as sales scale, sales volume, average order value, and profit are very necessary.

The second aspect is the communication dimension, which involves calculating the investment costs based on different channels and media, and comparing it with the average level of the platform to obtain the amount of communication.

The third aspect is whether the experience of offline activities is good enough. Whether the activity is orderly, the process is smooth, and whether the evaluation of participants is satisfactory without any jams or embarrassing points.

Let’s go back to the event planning part.

When planning an event,

When we are clear about the purpose and form,

What we need to solve next are many detailed problems.

Today’s article will not go into the details of event planning. I would like to focus on sharing with you the preparations needed for event execution.

According to simple statistics, there are probably several tables that we often use when executing activities.

1. Material list for event site layout

2. Staff contact list

3. Schedule of the day

4. List of invited guests

5. Activity Communication Rhythm Chart

6. Activity effect statistics table

I have systematically sorted out the above tables based on the activities I have participated in. They can be said to be universal and complete activity templates.

Let’s look at them separately.

1. Material list for event site layout

One of the most laborious aspects of most offline activities is

It is the layout of the site and the preparation of related materials.

Many venues are divided into inner and outer fields.

Hundreds of people attend a press conference.

Any inadequacy of arrangements may cause delays in the overall process.

Maverick Capital once held a press conference at 751 Big Can.

The event was originally scheduled to start at 2:30, but at 1:30 we suddenly discovered that the seating chart for the guests was not prepared.

There are no guest names on the seats.

So at 2 o'clock the boss asked someone to start drawing the seating chart. By 2:30, we found that it would actually take another hour to post the printed seating chart.

There was no advance arrangement of etiquette in the process to guide everyone to their designated seats.

So, as someone in charge of the backstage, I made a temporary decision not to put names on the seats.

After entering, everyone can form groups and take seats freely.

As a result, the event went on as usual without any further delay.

As it turned out, the guests and media friends basically just said hello and then a large group of them took their seats nearby.

If we really do as we hope and everyone finds their names and takes their seats, there is no way we can guarantee that the event will start normally.

2. Staff contact list

An event involves a lot of staff.

Make sure everyone knows how to contact each other.

This way, no extra time will be wasted when you are on the scene.

What is particularly worth noting here is that there should be some planning ahead for the photographer, and pre-shooting communication should be carried out according to the needs of the media and channels, in order to prevent the photographer from acting on his own and missing some important scenes.

If the event is live, it is best to rehearse it in advance. Determine whether there is a network on site and whether the network meets the standards.

As well as whether the director is proficient in control, whether several camera positions can achieve smooth image switching through the console, and whether the sound is clear. Whether a host has been arranged in advance to interact with the live audience.

We once had a situation where we didn’t have a host for the live broadcast when we were doing an event, and the audience just left after watching it because they found it boring. We also encountered the situation where the venue was unable to rehearse in advance, which resulted in difficulties in using the on-site console and an accident where the live broadcast had no sound.

It is also important to note that there should be two to three people to take charge of the overall control and carry out detailed division of labor for the people they manage.

3. Activity flow chart

Knowing the activity process clearly will help the staff to prepare for various tasks in advance.

For guests participating in speeches and performances, they can also be prepared in advance without panicking.

Especially for large-scale events, only after previews and rehearsals can we avoid mistakes to the greatest extent possible in the formal activities.

For example, temporary props are not prepared enough, or you find that the content of the speech needs to be adjusted during the speech.

For example, during the award ceremony, we found that we had not thought through in advance the coordination between the person going on stage to receive the award and the presenter, which resulted in the presenter not being able to find who was receiving the award.

Inadequately prepared offline activities always lead to endless troubles. Just like Murphy's Law says, the more you worry about something, the more likely it is to happen.

4. List of invited guests

For invited guests, the most important thing is to make them feel that the event is going smoothly.

Even in some events, it is not necessary for the guests to arrive at the very beginning, just prepare a few special links and time points. Otherwise, the most important guests will have to wait the longest. Then the experience must be terrible.

During the invitation process, details such as transportation methods and parking plans should also be taken care of.

In order to ensure that the event is not delayed, it is best for us to ask for the emergency contact information of a few guests, just in case.

5. Activity Communication Rhythm Table

We need to make good communication plans in the three stages before, during and after the event.

Early stage

Mid-term

Later

6. Activity effect statistics table

As mentioned above, the activity effect is what we care about most.

How much reading, traffic and conversion leads do different channels bring in a certain period of time?

After multiple observations along the same dimension,

We can use data to track the effectiveness of an activity as soon as it begins.

The ultimate goal, of course, is to find more efficient and valuable channels and keep digging deep into them.

Author: Wang Weichen

Source: Xia Fox Marketing Disassembly Class

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