Event planning and promotion: The planned activities never produce results?

Activities are a very common means of operation, and are also a means that a qualified new media operator must master and use proficiently. But even though they are all organizing activities, some people’s activities always have little effect. Why is that? The author of this article answers this question based on the purpose of the activity and shares some methods and techniques for setting activity goals. Let’s take a look~

A common confusion faced by those who work in event planning and operation is: why are the effects of the events that I have worked hard to plan always not obvious? Why are others so successful in doing the same type of activities, but I get no results? Instead of feeling sorry for ourselves, let’s re-examine the very first step of the activity: the activity goal.

There must be a goal when doing an activity. Only with a goal can there be a direction and a focus for each aspect of the activity. Otherwise, it is just doing the activity for the sake of doing it. So do you really set activity goals?

1. Why do we need to determine the purpose of the activity?

1. We need to design and plan the entire activity plan around the purpose of the activity;
2. Only when an activity has a clear purpose can the activity behaviors be broken down.

2. How to determine the purpose and specific target values?

1. Identify the areas that the campaign wants to improve

Which data indicators do you mainly want to improve through this activity? Is it one or several aspects of attracting new customers/activating customers/retaining customers/converting customers/fissioning customers? Or maybe something else. If the scale of the event is not large, it is recommended that you do not plan too many aspects that you want to improve, and just focus on one or two points.

2. Set specific values ​​to be achieved

The activity objectives must be clear, specific, and decomposable. Avoid using vague words or adjectives.

• √ Good activity goals : The number of daily active users of the app during the activity period reaches 200,000, the turnover during the activity period reaches 2 million, etc.
• X Bad activity goals : Increase user activity and significantly increase sales

3. So how do you determine a reasonable activity target value?

The first situation: having done similar activities before.

Then you can compare the data before and after past activities to roughly estimate the effectiveness of the activities.

The second situation: Similar activities have been held before, but this activity is quite different from the previous ones.

Previous activities can be used as reference indicators, and the goals can be adjusted appropriately based on the scale of this activity, activity resources, preparation cycle, etc. If this event is better than previous events in all aspects, then the goals of the event should be appropriately raised.

The third situation: There has never been a similar activity before and there is no data reference.

If there is no data for comparison, the target growth rate can be temporarily increased by 5%-20% based on the user base of the product. If it is a product with a small scale, then there is a large room for growth in the activity, and the growth rate of the activity can be appropriately increased; if it is a product with a large scale, an increase of 1 percentage point may require a large number of users to participate, so the growth rate of the activity can be appropriately lowered.

3. Dismember the target through mathematical logic

After determining the activity goal, you can list the mathematical formula for the activity goal. After listing the mathematical formula for the activity goals, you can naturally break down the key elements for improving the activity.

For example: The mathematical formula listed according to the goal of this activity is: turnover = number of users reached * order conversion ratio * single payment amount * average number of payments. Then the factors affecting the results of this activity are the number of users reached, the effect of order conversion, the average order value of a single payment by users, and the number of users who pay. Therefore, during the activity, you can track the status of each indicator in real time and make efforts to any weak link at any time.

If my event cycle is 3 days, the goal is to achieve an event turnover of 100,000. Then I can set daily goals to achieve. For example: target of 100,000 = 50,000 on the first day + 30,000 on the second day + 20,000 on the third day. The effect of the activity gradually weakens, and usually the first day has the best effect. According to the goals I set, each activity day has a clear goal. If the goal is not achieved on the day, additional behaviors and actions need to be added.

When listing mathematical formulas, please pay attention to the following 3 points:

1. To combine with the scene of the activity. Although the goal is sales, the formula will definitely be different when the activity is held in a social network or on Taobao.
2. Each influencing factor of the formula should be made specific and detailed. Each influencing factor should be broken down until it cannot be broken down any further, so that every influencing element of the activity can be fully broken down.
3. The same activity goal can be listed in multiple mathematical formulas from different perspectives. Mathematical formulas from different angles will bring new ideas and thoughts about the factors that affect activities. You may as well use divergent thinking and list as many existing mathematical formulas as possible.

4. Clarify the user participation process

Before carrying out an activity, it is necessary to restore each link and step of the activity from the user's perspective, and be wary of taking steps for granted . The best way to solve the problem of taking steps and processes for granted is to go through the process as a user before the activity begins.

After clarifying the user's participation path, a very clear conversion process will emerge, and there will be a conversion funnel for the activity.

1. Restore the activity links from the user's perspective

It is best to draw a flow chart of the user's participation in activities to see whether the activity process is coherent and whether there are processes that can be simplified. Simplifying one step of the process is equivalent to reducing one step of loss. (The following figure shows the user participation process of the community fission activity)

2. List the activity funnel stages

There is a conversion rate between each link, and the links with low conversion rates are the places that need to be optimized and adjusted at any time during the activity.

For example, before running an activity on the APP where friends are invited to register, place orders and receive gifts, you can list the conversion funnel of this activity according to the order of users' behavior, and see the number of users of this activity → the number of users who invited friends to register → the number of users who were friends who registered → the number of users who placed orders after registration. At each step, you can track data changes and conversion rates, and focus on optimizing links with low conversion rates to improve activity effectiveness.

The effectiveness of an event is the result of a combination of factors, but the event goal is the first step in event planning. The actions taken during the activity must be able to affect the activity goals, so as to avoid doing useless work and to a certain extent avoid the situation where you seem to be working hard and busy but never get any results.

Of course, in an event planning program, the event goal is only the first step in a journey of a thousand miles.

Author: Pumpkin Pie Sauce

Source: Pumpkin Pie Sauce