Tips for event planning and promotion!

When it comes to event planning , many people think it is a very simple job. After all, university clubs start planning, so it must not be difficult when you get a job. But in actual work, many people always fail to plan good activities. There are several main reasons:

1. Planning without deep thinking

2. Planning that cannot solve the problem

3. No planning from the user’s perspective

4. Lack of consideration of details in event planning

…

1. Planning based on one’s own ideas

Planning based on one's own feelings is a kind of planning based on one's own ideas.

There is no data support or user analysis, and the solution is just made up on the spur of the moment.

Let’s take a look at a recent case study submitted by an intern:

There are several typical problems in this activity planning

①Who are the target users of the activity? No analysis

②Do these users like to watch this type of content? No analysis

③Does this type of content meet the needs of users? Is it a necessary pain point? Why is it a pain point?

④What are the advantages of this activity? Can the New Year scene attract people to click and watch? Is it attractive?

…

Through the above few small problems, we can easily find that this activity is a typical activity that is thought out without much thought. At first glance, it seems pretty good, but it turns out to have problems such as not matching product users, lack of attractiveness, lack of innovation, etc.

2. Planning that cannot solve the problem

Many times, when we are working on a plan, we deviate from the goal that was set at the beginning, or we do not clarify the goal of the activity from the beginning and do an activity that does not help achieve the goal.

Share a terrible intern case:

Not to mention that this analysis is illogical, just look at this question: Since users use it at a low frequency, can we come up with the solution of adding value-added services? ? ?

Moreover, this solution violates a major operational taboo, attempting to completely skip the product's original core functions to solve product problems. The final solution was just a guess without any analysis.

3. No planning from the user’s perspective

If the activity is not planned from the user's perspective, it will be an activity that I will not be interested in and will not want to participate in at first glance. In other words, it does not meet user needs and is not attractive to users.

Let's look at an example:

Target users: KOL

What are the needs of the target users? No analysis

What does the target user need to do? Looks complicated...

What can the target users get? Not written

….

I would like to ask, if it were you, would you be willing to participate in this event?

4. Lack of consideration of details in event planning

When it comes to the details of the event, there are many problems, such as unattractive copywriting, long-winded sentences, repeated language, typos,

The interaction is unreasonable...

Next, I will show you the award description section in the interactive event promotion page. You can find the problem first.

① The language is wordy and the text is lengthy, which is not conducive to reading.

② Unimportant information is piled up

③ Not thinking from the user's perspective, not showing the key points that users care about, but showing a lot of things that users don't care about

…..

Why is copywriting the basic skill of operation? I believe you should know it after reading this example...

After talking about failure cases for so long, how should event planning be done?

Please take out your notebooks, students! Next is the correct demonstration!

How to plan an event in depth (universal event planning template)

This template is a thinking model to help everyone when planning activities. It is also my tried-and-tested routine that has never failed me. Don’t ask me, just use it!

Step one : define your goals. Break down the goal into details and figure out how to do each part. If your leader does not give you a template, you can use the SWOT principle to analyze the current status of the product and find out what goals the product needs to achieve most.

Step 2 : Identify existing resources (e.g. budget, desired outcome, whether there is technical support for development)

Step 3 : For your big goal, sort out the process of achieving the goal and ask questions about the details in the process (how to stimulate users to share fission, how to attract users to participate in activities)

Step 4 : Design the gameplay of the activity, making sure that the gameplay can answer the questions raised in the third step. And the problems that may arise during the event must be solved (e.g., what if no one participates in the event? What if the event is hot in the early stage but not in the later stage?)

Step 5 : Communicate with product technology to adjust the plan and determine the channels and resources for delivery (if data statistics are involved, you need to embed points on the page in advance at this step)

Let me use an activity case that I have done to illustrate this to you - (The following case is an activity that I did during my internship N years ago)

Background: A great celebrity is about to move in, so we need to make a special topic to tell everyone about his arrival. At the same time, it can attract everyone's attention to the great celebrity and promote his content.

Traditional brainstorming activity planning: Tell everyone that a great influencer has joined, list the influencers one by one, put their content next to them, and then you get this effect (as shown on the left)

The plan on the left is a typical activity plan without deep thinking. It has several very serious problems: insufficient understanding of the needs of target users, very few 2D users know the names of the voice actors behind the scenes, and not many people want to pay attention to the voice actors directly. So the plan on the left may seem pretty good at first glance, but the actual promotion effect may not be very good.

Next, I will use the 5-step method to analyze the case on the right with you.

STEP1 Target analysis

①Highlight the head of the big V to settle in

②Promote the content of top influencers

③ Attract fans for the top V

STEP 2 Existing resources

No budget, no prizes, the page only supports basic click jumps, and cannot design overly complex H5

STEP3: Sort out the process and raise questions

Process: push message/banner—user clicks—browse content/follow influencers

Ask a question:

①Who are the target users? ACG users are very familiar with some well-known anime characters, such as "The King's Avatar" and "Fox Demon", but they may not know the voice actors behind them.

② What kind of content will attract them to click into the event page: being able to enter the anime world and experience the plot (such as content that is not disclosed in the feature film), creating an immersive feeling, and getting close to their favorite IP characters.

③After entering the activity page, what content will attract them to click the button to browse the content and follow the influencers: being able to interact with the anime characters, delve into some of the anime's plots, unlock some plots that are not in the feature film, etc., can all attract users to click the button to browse the content.

STEP4 Design gameplay

Based on the above analysis, we designed an immersive anime experience, allowing everyone to get close to their favorite anime characters and experience unknown plots in the anime. (See the above right picture for details)

Some self-examination questions for event planning

1) Common self-examination issues in setting event prizes

① Understand the budget. Are there any non-material reward alternatives?

②Does the prize attract users and make them want to participate?

③Do users believe they can receive the prizes?

2) Common self-check issues in the user participation process

①Is the process simple? How long will it take and can it be simplified?

②Are the user’s experience and benefits after completing the process greater than the cost and time he spends?

③If I were a user, would I be willing to take the time to click and participate?

Common event planning goals

Attract new users; recall old users; activate existing users; increase product sales and conversion rate; enhance or shape brand image, etc.

Common activities

New users: Registration activities, including new member gift packages, instant discounts, etc.; recharge activities, instant discounts, etc.; recruitment activities, recruiting KOLs, core users, red envelope subsidies, distribution fission, group buying, lucky draws, and guessing tests in the community

Increase activity/retention: check-in, red envelope subsidies, lottery, voting, selection, competition ranking activities; limited-time activities; tasks, commonly used in games; interest-driven (content)

Pull back traffic: recall gift package red envelope

Brand: forwarding and collecting likes, press conferences, competitions

Common data that needs to be buried

①Record exposure

②Views

③ Page clicks

④Number of clicks on each button

⑤ Page dwell time

Author: Mona Chen Mo

Source: Xiaomo Love Operation (ID: monafight)