Summary of offline event operation planning process!

If you want to increase brand exposure, tap into new users, and stimulate the activity of old users, then offline activities for your product are a good choice. If you don’t know or are not clear about how to carry out event operations, then this article can point you in the direction. What are you waiting for? Read on.

Activities are divided into online activities and offline activities. Each activity operation will be accompanied by some benefits or prizes. It is also inseparable from the planning of the operation team. Compared with online activities, offline activities have higher product affinity and user stickiness, and the effect is more obvious. Next, the editor will bring you a complete set of offline event operation planning complete process.

Step 1: Determine offline activity goals and develop feasible activity plans

No matter whether we have changed the plan thousands of times and still need Party A like First Love to operate the event, or Party A who is responsible for sales, marketing, and operations together, the event plan we finally determine is actually not much different.

1. Theme of the activity

The theme of the event is closely related to the purpose of our event. We need to think about it in advance and coordinate with the boss or Party A. This is the fundamental thing and affects the whole body.

2. Activity time

The activity time must take into account the product time nodes, user time and customer time. The most important task is to negotiate with Party A to determine whether the user time is appropriate.

3. Activity location

Starting from the effect, look for venues that can be combined with the product to make users feel emotional through the scenery.

4. Activity Target

Your existing or potential users are also potential users of Party A (this is one of the foundations for cooperation)

Activity description: Show what you will do, what activities you will do, and what highlights you will have to impress Party A to provide sponsorship

Promotion channels: delivery time, delivery channels, delivery resource locations, etc.

Expected effect: Prepare two parts, one is for Party A to see, which clearly states what benefits the activity can bring to Party A; the other is for internal viewing, such as how the activity helps the platform data or users, and there must be a rough data.

Cost estimate: If there is a party A, a quotation sheet needs to be given to the party A, including the costs of various promotion channels, offline execution costs, and the costs of gifts or prizes in each link.

Step 2: Create a timetable for the event and advance preparations

At this point, your plan has been approved by Party A or a cooperation contract has been signed, and it has officially entered the implementation stage. Generally, you need to convene a preparatory meeting for the people involved in the activity. Work backwards from the confirmed activity time, sort out the activity nodes, allocate various preparatory tasks and determine the person in charge of each task. The overall person in charge of the activity will track the completion status at any time.

Regardless of whether it is a small or large event, the preparation period of an event will generally include the various items in the above table. The time node arrangement and the number of participants depend on the actual situation of each company.

Here are some important things to note:

1. Activity page creation

You need to prepare a requirements document that clearly lists the processes and requirements, explains key issues such as how to design, how to implement, and when to go online, and then keep in touch with the technology at all times to ensure that the page is completed on time and officially launched after passing the test without any problems.

2. Material design and production

Also state the design requirements, including style, pattern, size, etc., and track the production status of the production company, including the materials used, color deviation, etc., to ensure quality and quantity are guaranteed.

3. Notes on activity solicitation

Activity description: At this XX time, we will work with XXX (Party A) to do an activity about X, what fun and interesting things there are, what benefits or prizes can be obtained by participating, etc.

Activity theme: Negotiated with Party A

Activity time: Negotiated with Party A

Activity location: Write down the detailed location. If it is difficult to find, please remember to indicate the route.

Activity target: your existing users or potential users

Participation method: At least the registered user must leave their name and contact information so that they can be notified of successful registration. Other information will depend on the needs of the event.

Activity rules: Various requirements and precautions should be made clear in advance, such as the screening criteria for participants (gender, age, height, occupation, etc.), dress code requirements, registration deadline, notification time for successful registration, how to consult about activity issues, etc. If it is a paid activity, please clearly state the payment method and account number, the circumstances under which a refund can be made and how the refund can be made, etc. Be sure to leave a way to ask questions about the event. No matter how simple and clear your rules are, there will always be some users who have questions you can't imagine, especially for paid activities. Remember!

Activity venue and prize display: put pictures or videos

4. Registration statistics and notifications

Registrations must be counted in a timely manner. Once it is discovered that the number of registrants is too small or the gap from the expected number is too large, timely feedback should be given to the general person in charge to discuss whether to increase the distribution channels and intensity to ensure the number of participants. Before the event, successful registrants will be notified by phone or text message using the contact information provided during registration to confirm the specific number of people who can attend the event on time.

5. A dedicated person will maintain contact with Party A, promptly understand changes in Party A's needs, and notify the general manager to make corresponding adjustments.

6. Determine the event host in advance so that he or she can arrange the time and become familiar with the event script.

7. The most important point: participants should keep in touch at all times and share information. It is best to create an activity group so that everyone can inform each other of their work progress and changes in activity arrangements in a timely manner to avoid mistakes in one link that ultimately affect the overall preparation work.

Step 3: Make an activity execution plan and break down the execution tasks

While all the preparatory work is progressing in an orderly manner, the event manager must also prepare an on-site execution plan. Based on the set event process, he or she must assign various on-site execution tasks such as sign-in, hosting, photography, props, venue management, live broadcast, etc. to specific individuals. The execution plan is generally accurate to the minute. One or two days before the offline execution, call all the execution personnel to hold a mobilization meeting, issue the implementation plan, break down the tasks to individuals item by item, and ensure that everyone knows what work they should do on site.

The on-site implementation plan includes:

Purpose of the activity: Briefly describe the activity and explain the purpose of this activity. (The executives and project promoters are not necessarily the same people, so it needs to be stated again.)

Event time and location: Staff members should generally arrive 1-2 hours before the official start time of the event, familiarize themselves with the venue, and prepare the materials and prizes they are responsible for. In particular, students in charge of sign-in should arrive early to gather event users and not let users feel that no one will receive them if they arrive early. Gathering users together also makes it easier for later users to find the person in charge of signing in and preparing for activities.

Activity flow: The activity flow chart is based on the activity schedule, with each task assigned to an individual from start to finish. The process of large-scale events is complex, requires a lot of resources, and involves many people, and requires more meticulousness. However, there are usually dedicated executives to help with the production, which may not be needed by many people. So here we take a small blind date event for 50 people as an example. Everyone is familiar with the basic routine and can add or delete it according to their own activities.

The design of activity links is usually basically formed when the activity plan is determined. What you need to do here is to clarify the rules of each link. It should be noted that when designing activity links, event operators should focus on user experience and design activity content suitable for target users. If you let a group of elderly people ride a roller coaster or ask a group of single men and women to kiss each other... it is definitely inappropriate and seriously violates the user experience. The brand should not have died, but it died after its creation.

List of materials and gifts: indicate the types and quantities of all materials and gifts needed for the activity one by one, and note at which stage and location each item appears in the activity. Then instruct the respective persons in charge. If there are many types of materials and gifts required, it is best to make a form and hand it over to the person in charge of each item.

Event emergency plan: Offline activities reflect the brand and service quality of a platform, and they are in direct contact with users. You never know how many emergencies there will be on site waiting for you to solve. If you fail to handle them well, you may directly lose users and affect the brand image. It is never too much for you to make as many plans as you want for event operations. At least you should anticipate the most likely problems before the event begins and think of corresponding solutions. At the mobilization meeting, notify the relevant persons in charge of the links where problems may occur. If any problems are discovered during the event, quickly activate the emergency plan.

Step 4: On-site execution, all efforts will be presented here

On-site execution is to implement the activity flow chart of the previous step one by one. The best situation, of course, is that the executives perform their duties, users are satisfied, and the event goes smoothly. However, there is always a but. A perfect event is mostly just a luxury. The person in charge must remain calm, respond quickly to various situations, take countermeasures, and notify the relevant persons in charge.

Common problems and solutions for on-site execution include:

1. Internal personnel issues

After arriving at the scene, the executive personnel should quickly go to their respective work stations, sign in to guide maintenance users, familiarize the host with the script again, make a list of the number of people responsible for each item and prepare to deliver them to the designated location in advance, communicate with the photographers in advance to explain what scenes and close-ups of people are needed, and if there are multiple photographers, they must also divide the work and responsibilities... In short, all on-site preparations should be completed as soon as possible. Establish an event execution group in advance and report any emergencies in a timely manner. For example, if an executive is late, the person in charge should immediately arrange for other people to fill their place. If someone forgets their work content or is distracted, colleagues nearby should remind and assist them in time. In short, the executive personnel should work together to ensure the smooth progress of the event.

2. User issues

During the user check-in process, the person in charge of check-in should quickly contact users who have not arrived on time to inquire about the situation and mark it clearly, and make an accurate estimate of the final number of attendees. Once the number of users is insufficient, the general person in charge will be notified in a timely manner to assess whether it will affect subsequent activities. If there is an impact, the general person in charge will find the host as soon as possible after making a decision to inform him of the adjustment plan, and at the same time notify the executors of the affected links; if problems or conflicts arise among the participating users, if the corresponding person in charge cannot resolve them alone, the general person in charge of the event site will be notified as soon as possible to coordinate and resolve them.

3. Changes to the activity process

If there are any process changes during the event, the general person in charge will quickly inform the host during the break so that the host can respond on the spot and notify other executors.

Finally, all the scheduled processes are completed, the users leave, and all the executors can relax. Everyone takes a photo, counts and collects the remaining materials and gifts, completes the clearing task, and can then go to a celebratory banquet to reward themselves with peace of mind.

Step 5: Activity review and activity effect report

There will usually be an event review after the event ends, and the time of release is agreed upon with Party A in advance. If the requirement is urgent or even needs to be released after the event, the general person in charge should appoint event review personnel in advance, write simultaneously while the event is ongoing, and copy out photographs in time, so that the manuscript can be produced quickly after the event. After the manuscript is completed, it will be quickly handed over to the colleague in charge of the distribution channel for arrangement. If the activity review request is not urgent, you can wait until another day and send it out before the agreed time.

After the event is over, it is generally necessary to submit an event conclusion to Party A, which generally includes an event overview, event effect statistics, and other parts of the results and data summarized into a case. This way, the cooperation comes to an end. Whoever has the client will write the event closing statement. If the salesperson negotiates the deal, then the salesperson will do it. If the customer is brought in by you as an event operator, congratulations, you are here to write this closing statement.

Regardless of whether you need to write the event conclusion yourself, you should make a timely report on the event results after the event. In addition to the achievements in the conclusion, you should also summarize the experiences and lessons learned. You need to review the entire activity from beginning to end, focusing on two aspects:

1. Activity process, which links are not well connected, which links have problems, and think about how to optimize the process in the future;

2. Summarize all the problems that occurred and your own responses. It is best to record which responses went well, which responses were not sufficient, and how to improve them.

By reviewing in this way, you can clearly understand what was successful and what was not in an activity. Keep the successful parts and remind yourself to pay attention to the failed parts next time and find ways to solve them.

There are always various unexpected problems in events. Event operators need to grow and develop through repeated events. After each event, carefully summarize your successes and failures. Don’t fall into the same pit twice. Continue to accumulate experience. Your event operation system will become more and more perfect as your experience accumulates. This will enable you to avoid most of the event operation pitfalls. Eventually, there will be fewer and fewer problems in your events, and the user experience will get better and better.

Author: Operator

Source: Operators talk about operations

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