Event planning process summary and case studies!

1. Ideas for event planning

1. Five elements of event planning

1. Demand: The needs of both parties (the purpose or reason of the activity)

There are three levels of requirements in development: business requirements, user requirements, and functional requirements.

Define project goals: the deliverables of the project; set a final deadline for project development; the quality standards that the deliverables must meet; the cost limits that the project cannot exceed, etc.;

Define the project prerequisites: whether the project requires other personnel; whether the project has the required resources; how important the cost is to the project and who has the authority to increase the project budget; whether the project's risks are controllable, etc.

2. Copywriting support: event planning, promotional copywriting, SMS copywriting, etc.

3. Design: Achieve the final display effect

4. Materials: (mainly promotional materials)

Offline: ① Various promotional materials (POP, roll-up banners, DW brochures, knife flags, leaflets, etc.), event venues, PPT, etc.;

Online: ① Selection of various publicity and promotion channels and platforms;

5. Prizes: The setting of prizes should be combined with the main products as much as possible, taking into account the target user group, budget and activity effect.

(II) Things to note when planning an event

1. Inspection ideas:

①Simulate thinking from the customer's perspective, think from their perspective, and see what defects there are;

② Pay special attention to details, which is the most important aspect that makes your plan different from others;

③ Start from different angles and try to provide multiple solutions.

2. Five things that run through the whole story

What, why, for whom, how, how to do well

3. Emergency Plan

4. Daily accumulation

The first point is to be interested in planning: collect at least one event planning or marketing planning case every day, analyze and summarize it, and accumulate knowledge; pay attention to planning ideas and small gifts in life.

(III) Specific elements of planning copy:

1. Activity purpose (activity needs/activity demands)

2. Pre-event preparation: event time, event location, event requirements, etc.

3. Activity rules and prize settings; activity budget

4. Specific process arrangement of the activity

5. Post-activity maintenance

6. Activity summary

2. The process of event planning

· Part 1: Reasons/Purposes of Event Planning · Part 2: How to Write an Event Plan · Part 3: How to Carry Out Event Planning

1. Find the reason for event planning:

(1) Reason 1: Time

① Legal holidays: such as May 1 International Labor Day - Labor is the most glorious; National Day - National Day seven days of fun, etc.;

②Seasonal changes: such as seasonal clearance, etc.

③Today in the company's history: On the company's seventh anniversary, a 50 yuan gift was offered for purchases over 99 yuan. The store manager went crazy!

④ With the rise of the Internet, self-created festivals such as Double Eleven and Double Twelve have been portrayed as national carnivals, which can also be used as reference.

*Summary: It is easier to gain customer approval when organizing activities using time as an excuse. Customers may really think that you are celebrating your store’s seventh anniversary, but with the rise of the Internet, if you raise prices in advance, it may be detrimental to the company’s brand. Therefore, the setting of rules is particularly important, as well as the attractiveness and self-propagation of the copy. In this case, content operations may actually be more attractive than the product.

(2) Reason 2: The commodity/product itself

Launch the latest merchandise/products and make a splash in the market:

Such as game companies' launch promotions, battlefield activities, etc.; the company's opening, new product launch, etc.

*Summary: Using product information as an activity requires planners to have a deep understanding of the product itself and be able to grasp the points that consumers are most interested in to organize and guide.

(3) Reason three: Industry hot spots/news hot spots

EIA plunge, latest Fed meeting, non-agricultural data release, etc.

*Summary: To plan an event from this perspective, we need to know what the recent hot spots (selling points) are, why investors pay attention to these hot spots, and how we can take advantage of them.

(4) Self-destruction

This plan is somewhat risky:

① If it is a clickbait title, it will make customers feel disgusted;

② If the company’s shortcomings are really exposed, it may result in damage to the brand.

*Summary: Generally in this situation, you can start with some common shortcomings, and then explain that the company has been working hard in this regard, etc. But generally speaking, there are great risks, so you need to accumulate cases and have enough experience and confidence before using it. (I feel that planning is becoming more and more fun:)

2. Effectively combine reasons and activity rules:

(1) Seamless connection between activity design and reasons:

For example: If you are an operator of an e-commerce website and want to plan an activity for a certain product, hoping to make customers feel that they have obtained a good deal, but you do not have high operating costs, then what can you do? (Several elements of specific event planning)

①The theme of the activity is attractive;

② Carefully match the activity theme and reason;

③ Carefully set the activity methods and rules;

④ Make the event give people a unique feeling (put yourself in other people’s shoes and grasp the customer’s psychology)

(2) Setting of activity rules

Remember two sentences: simple process means less thinking, and clear copywriting means no ambiguity

(3) Setting of specific rules:

It largely determines whether the interests that users care about are sufficient to attract users to participate in the event. A few points to note:

① General prizes are not necessarily better than lottery, but if the lottery rules and grading exposure are not well designed, it is worse than a simple and crude general prize;

②The more complicated the activity rules are, the more likely users are to run away. However, if you adopt gamification design rules and give rewards in steps, users will obediently follow your pace.

3. After the rules are set, they still need to be coordinated with publicity and promotion to achieve the final good results.

3. Activity Award Setting

(I) Sending physical prizes

The prizes should be relevant to the products as much as possible. For example, if you are doing a jewelry finance product activity, the prizes given to customers can be gold and silver jewelry, jewelry, etc. This not only promotes the brand, but also saves costs.

2. Gambling Prizes

Scratch tickets, welfare lottery tickets, etc.

(III) Exchange

(IV) Send WeChat red envelopes and set red envelope codes

The setting of the secret code requires careful consideration. It can convey brand values, phone numbers, etc. to deepen the impression.

(V) Points for prizes

*Think: What kind of prizes can reach customers?
A prize that customers really need; a prize that makes customers feel cared for. For example, on Women's Day, some people gave roses, some gave kitchen supplies, and the winner in the end was brown sugar, etc. This is customer logic.

4. Event Planning Case (Analysis)

1. Planning examples and analysis

1. Planning of registration activities for China Investment and Financing Promotion

(1) Activity theme: China Investment Capital invites you to come to Wuyue to collect your money!

(2) Activity purpose: attract registered users

(3) Activity time: 14:00-17:00 (the specific time needs to be adjusted according to residents’ consumption habits, and the time should be arranged during the time when residents are active and traffic is high. This part needs to be investigated and set in detail)

(4) Activity Rules:

①Public Award: Scan the QR code, log in to the WeChat platform to register, register and bind your bank card, and you can get 5 yuan in cash deposited into your bank card;

②Surprise Prize: Draw a grand prize, set first prize, second prize, and third prize, and the exposure rules need to be set in detail.

(5) Single event settings:

① Opening program: song and dance performance (please consult Wuyue Plaza for details), host’s opening remarks (introducing the theme of this event and the platform introduction, etc.)

② Host: Introduce the platform's financial products and interact through a quiz with prizes;

③Lottery: detailed consideration, emergency plan, considering unexpected situations such as lottery numbers not being on site, etc.;

④End

*The event background board can start playing the recorded video 15 minutes after the event begins.

(6) Event budget: venue fees, host, marketing advertising space, etc.

(7) After signing the contract with the organizer, the relevant matters will be detailed and scheduled.

(8) Execute material preparation:

Promotional materials (roll-up banners, knife flags, DM magazines, leaflets, SMS copy, venue electronic screens, store promotion pictures, background boards, etc.), arrange dolls to distribute leaflets (whether training is needed, budget, number of people, etc.), etc.

(9) Media publicity, etc.

Activity analysis summary:
Since this is an offline activity, the key lies in the details. It is necessary to simulate it multiple times in advance to make the entire process as smooth as possible. Actually, it’s nothing. The promotional materials and the like are very simple. Registration for the event is just registration + brand promotion. There is nothing particularly attractive about the setting of the event rules, as both general prizes and grand prizes are included.

2. CH brand public planning

Activity Background:
In the future, CH will appear in major media, advertisements, and endorsements of newly developed projects as "the initiator of China's first 'Real Estate Consumer Rights Support Fund'"; the "integrity" culture will become the brand cultural connotation and brand symbol of CH, helping it to accumulate a larger customer base and meet its broader market expansion needs.

(1) Activity theme: "CH·Housing Improves Life" Charity Music Tour

(2) Purpose of the activity:

① Strengthen CH's word-of-mouth communication, tap into more potential customers, and cooperate with media public relations to promote and boost sales;

② Maintain and stabilize existing customers and deepen emotional exchanges with owners;

③ Add points to CH’s brand image and enhance CH’s connotation and sense of belonging;

④At the same time, it also improves the social image of CH and forms a continuous communication effect.

(3) Time: August to October 2014

(4) Location: Target communities in urban areas, Xuanwu District, Fengtai District, and Haidian District, and enter large communities;

(5) Activity form:

① Carry out concert tours in the selected communities to reflect the theme of Phase III "Architecture Improves Life";

②Distribute materials on site and promote “upgraded property purchase”;

③Invite relevant media to conduct follow-up reports.

(6) Activity process:

Preliminary preparation stage:

①Establish a CH band, or invite owners to form a band, with CH providing funding;

② Contact the neighborhood committee of the target community, with the goal of promoting the main theme and enriching the lives of residents, and discuss issues such as venue and time;

③Preparation of various promotional copy.

Activity start stage:

① Choose to perform live every Saturday and Sunday from 18:00 to 20:00;

②The concert combines acting, singing and dancing to express the theme of the show

③ Arrange figurines or sales staff on site to distribute beautifully made promotional materials;

④ Communicate with potential customers and ask for their mailing address and contact information.

Ending stage of the activity:

① Contact community security in advance to maintain exit order;

②Recycling of materials after the event, etc.

③Activity summary

Activity Analysis Summary

(II) Forms of activity planning

1. "Yintai Girlfriend Circle"

Intime Group has launched a social network called "Intime Girlfriend Circle". Intime VIP member groups of more than 3 people can enjoy more points and event discounts and share the joy of shopping.

2. Deer Financial’s “money-burning strategy”

Golden Deer Financial Bank directly took out several boxes of apples and placed them at the Golden Expo and then shouted: Invest 10,000 yuan and get a box of apples, invest one million and get a Tesla. As a result, after three days of activities, it successfully completed the fundraising plan of 100 million yuan.

3. Find complementary organizations to collaborate with

Youli.com has grafted small loan companies to turn P2P into inclusive finance in the community. The platform cooperates with small loan companies because it is impossible to complete credit investigations on borrowers online. The platform uses the resources of existing small loan companies to develop offline borrowers, and is responsible for credit investigations, reviews, post-loan management, collection and other work on customers, and provides principal and interest guarantees.

A P2P company established in Beijing: Joining hands with real estate agencies to conduct business

Operation mode: Real estate agents introduce clients who need short-term loans to the P2P platform. The platform will review the client's qualifications and then decide whether to lend money to the client. On the one hand, this method directs the real estate agency's customers to the P2P platform. On the other hand, in terms of risk control, the real estate company has already done simple risk control because they are clear about whether the customer's home is the only one and how much the monthly payment is. This kind of cooperative relationship can truly achieve mutual benefit and win-win results!

4. O2O model of local lending

Yilongdai - Cooperation with newsstands and convenience stores in Hunan Province

5. Lucky Draw

(1) Lucky Wheel

(2) Collect all the items and receive a gift

For example: In an event held by Yintianxia, ​​you can participate in a lottery by collecting 10 golden monkeys on the H5 page.

6. Flash sales

①1 yuan limited time purchase

②0 yuan flash sale

③50% off flash sale

7. Theme activities

Similar to Tsingtao Beer Festival, Double Eleven, Double Twelve, etc.;

Looking for the most beautiful devotee; looking for the most beautiful baby, etc.

8. Exchange

9. Ranking

Most Popular

Golden King

Silver King

(After ranking, you can set relevant rewards and privileges)

10. Red Envelope Secret Order

Sending WeChat red envelopes (which can be set with random limits) is aimed at obtaining the user’s WeChat account and promoting the brand, etc.

11. Members receive points (ratio of points received; prizes redeemed for points)

① Form: how many points the user sends, how many points are activated for deposit; how many points are accumulated for weekly trading lots; how many points are accumulated for monthly trading lots, etc.

②Benefits of points: can be used to redeem prizes or VIP services from teachers in the live studio.

③Issues that need to be considered in the points system:

① Whether the enterprise has a points system and whether it can be developed; whether there are corresponding rules for members’ point consumption behavior; an explanation of the benefit feedback given to members by points.

② How many loyal customers can the points system bring to the company?

③ How to exchange budget and points (customer service, automatic system or offline exchange)

④ Points Rules

12. Free Trial

For example: for investment strategies, after registration, you can enjoy a week of face-to-face professional advice from a teacher in the live studio. (Note: This is during the activity period and will not be superimposed on other activities)

13. Activity strategies for live broadcast rooms:

(1) Rewards for logging into the live studio for more than 100 hours: The purpose is to retain customers. You can get a title and wait for the "red mark"

(2) Cash coupons are given for the first deposit, which can be used directly for trading

(3) Recharge rebate: The rebate is based on the amount of deposit. Of course, in order to maintain the company's profits, a maximum rebate ratio will be set. Rebates can only be used for transactions and cannot be withdrawn.

(4) Promotional activities: Similar to participating in the next more attractive activity, you can only participate if you meet the requirements of the previous activity, which whets your appetite.

14. Sharing Rewards

15. Open a demo account - for registered users

16. Rebate difference

5. Thoughts and conclusions on event planning

1. Summary of the practical writing of planning copy

1. Think from the perspective of the user and the boss. The copywriting should comply with the company's requirements and market rules.

2. Planning and operation: meticulous, repeated inspection; user experience; starting from different angles, try to provide second-hand solutions; emergency plans; planning should be logical;

3. Be familiar with your own products: Combine the documents of previous event planning and start with imitation.

4. Reality: The basis of copywriting planning is still reality. Only planning based on reality will have ideas.

5. Backtracking: Derive from cases to requirements, collect more cases, and then work from back to front to analyze what the requirements are; based on the requirements, what activity rules are used to achieve them. Accumulate and summarize, and then make a breakthrough.

2. Ideas for event planning—find new ideas

1. The purpose of event planning (demand/demand): This point runs through the entire event planning and should be kept in mind from the beginning. No matter how novel the planned content is, the theme cannot deviate, and various forms of activities are to serve the purpose of the activity.

2. Empathy - the customer psychology that event planning can think of

(1) Gambling Psychology

You can set up big draws, simultaneous draws and the like.

(2) The desire to show off

Ranking system, points system, etc.

3. How to attract people through event planning:

①The activities are interesting

②The activity has benefits (prizes)

③The activities should start from the customer’s perspective and think what the customers think.

4. Accurate positioning - grasp the target of the activity

5. Activity sharing - expand the scope of communication and reduce activity budget

In addition to bringing physical benefits such as prizes to users, activities should also have content that has communication value and increases knowledge. For example, event marketing, word-of-mouth marketing, novelty, etc., content operation is the key to distinguishing an event from competitors!

We have seen too many principles and methodologies of brand marketing, but truly fresh and practical solutions have become scarce.

Author:199case

Source: 199case