As an operation, it is often necessary to plan activities to promote new activities. If there are too many pits, some unnecessary errors in operation can be avoided.
As a novice operator, how can we learn from the experience of predecessors and avoid stepping on pits? The author combined his years of experience in event planning hong kong to write an article with a complete idea for the operation of this event, and it is recommended that novice operators read it carefully.
I have made this analogy for the relationship between operations and products: products are like singers, operations are like brokerage companies, and the purpose of operations is like letting a potential singer (product) enter the market.
The brokerage company constantly arranges singers to release records (website output content) to attract more people’s attention.
But usually the brokerage company also arranges singers to attend some activities from time to time, such as fan meetings, concerts, press conferences, charity events, etc.
These activities are like an indispensable part of our operations-event operations!
Whether it is to increase interaction with users, attract more attention, or create momentum for product launches, activities are a very common method. For novices, this seemingly very complicated thing makes people’s brains nerve-wracking.
Today, the uncle will talk to you about what the complete event operation planning idea looks like, and I hope it will be helpful to novice friends.
First of all, I would like to ask everyone to think about 3 questions together:
1. Why do activities?
As I said before, event operations can run through our entire operating process, and can help us pull in new ones, retain them, make conversions, and optimize strategies.
But for different activities, your goals are different, so knowing the benefits of the activity itself will help us determine the goal of the activity; that is, the problem we are talking about below;
2. What is the purpose of the activity?
This is the first thing we do when planning every event: to determine the goal of the event, which should be determined according to the actual situation in operation.
For example, when the product is just launched, it must be more exposure to attract new customers; after the new user base comes up, our focus will be on how to interact with users, keep them active, and then keep them.
When the time is right, we can do some preferential activities for old users to stimulate them to better convert;
If you want to know whether your product experience is good, you can also interact with users in the form of activities and collect feedback, which can quickly help us discover our own shortcomings.
The above are different operational goals at different stages, and the activities at different stages are used to serve these operational goals, so your goal is to achieve the operational goals, and the activity is just a means.
3. How much do you know about some common types of activities?
After determining your activity goal, you have to determine a suitable activity form to complete the whole process. This is also a place where many novice friends tend to get stuck.
When chatting with many friends before, the most common question may be “I want XXX (activity goal) now, how should I do the activity?”
The root cause of this phenomenon is that the first is not familiar with the entire event planning process, and the second is that you don’t know the common form of activity (play) in your mind. In fact, what I want to say is that the gameplay of the event is ever-changing, and everyone has it. There are many ways to play, but no matter what the method is, it must arouse the interest of users.
For example, common ones are: quiz, voting, selection, solicitation, lottery, game experience (such as many WeChat marketing plug-ins, big turntables, scratch cards, etc.), interest interaction (such as Sina Weibo’s #帮汪峰上头条# topic Interaction), online communication (such as live events), etc.
In addition to watching more often, we should also pay attention to our competitor branding agency hk to see what kind of good activities they plan. These can be used as materials when we plan activities.
After thinking about the first few questions, we take our own goals and start from the goals, first determine our own activity type and play, and then think backward and organize the activity execution ideas. The general thinking process can be started from these squares:
1. Determine the theme of the event
The event must have a theme (a white point is also called a gimmick). The theme is formulated to achieve your goal. After the theme is set, you can focus on the promotion, and users can establish an initial impression of you in the first time. !
Such an event promotion phrase is certainly not unfamiliar to everyone, “Be the first advertising auction in the world of Chinese new media”. This is the theme slogan Luo Pang thinks for packaging Papi sauce patch advertising and auction activities. Luo Fatty is good at marketing. Once again making a fuss about the “first”, after all, China’s various “first” cultures have long been deeply rooted in the hearts of the people, and then use the “new media first standard king” to create gimmicks.
2. Composition of participating user groups
First determine what the target user group of your activity is, and who will be more likely to participate in your activity, just like the target user positioning of our product. Why determine the composition of the user group? Because we want to conduct pre-heating promotion for target users.
For example, Xiaomi’s activities will like to spread in WeChat, Weibo, and community forums. This is because its activities are generally targeted at young people born for fever, and those places above are gathering places for groups of people!
3. When is the best time to hold?
The timing of the event is also very particular. Traditional events usually choose store celebrations. During big festivals, the Internet gives the event more ways to play and choices. In addition to the above, it can range from a large holiday to a small hot event. As long as you want, you can.
But there is one thing: the choice of time is best to fit the theme. Sometimes the effects of different time points will be very different. For example, 11.11 will naturally think of Taobao Double 11 events, and 6.18 will think of Jingdong store celebration (Jingdong 618 quality carnival);
There are also different festivals with different tags, we can choose from them related to the theme of the event as the event date. For example, the most popular keywords for the Spring Festival are red envelopes, blind dates, gifts, Spring Festival transport, and the Mid-Autumn Festival. The keywords we think of are reunion, May 1st. Labor Day shopping, travel, etc., Valentine’s Day romance, roses, weddings, etc.
4. What kind of interaction mode (rules) is adopted;
This question is the most critical. In summary, it is how to interact with your users, or how users participate in activities, which is what we often call the activity rule setting. In fact, when your activity theme and gameplay are determined, the rule setting is It’s a matter of course. In the eyes of the uncle, the most important thing about the rules should be satisfied: simple and fun!
Simple is to let users participate in the activity in the most direct way. It can be done by scanning the code, never let the user search the official account on WeChat, and then follow, can fill in the name and phone number, and never let the user fill in any additional additional Information, in order to avoid the loss of users, in short, the steps are the most simplified!
Interesting is a stimulus factor that attracts users to participate. Grasping users’ points of interest (such as love taking advantage, like gossip, emotional resonance, etc.) is to give users a reason to participate in activities. That is why we are going to talk about why users take the initiative to participate.
5. Why do users take the initiative to participate?
The user actively participates because we provide an activity scene that users like. Whether it is the fun of the scene itself or the temptation to bring results after the scene, it may become the initial motivation for users to participate in the activity.
We know that there are many points that arouse users’ interest, and what we have to do is to build a scene to satisfy users’ points of interest.
Case: Luo Pang promotes papi sauce patch auction
Luo Pang will give the winner of the auction, Papi sauce video patch advertisement once + Luo Ji Siwei’s whole-process planning and production service. In Luo Pang’s own words, the company is responsible for paying money, logical thinking is responsible for operation, and Papi sauce is responsible for advertising.
Maybe the bidding scene itself is more interesting than not attracting users, but the results described by Luo Fat are very interesting to advertisers.
6. Is there any sharing of communicability?
This is a very important part of our event planning process. Through the above series of planning, we finally let users participate in the event, but it is far from over. The next more important thing is the communication of the event. One point is particularly important in the pull-out activities.
Here comes the question: why should users help you share and spread? Not to mention, let’s look at 2 small examples:
1. Alipay Collecting Five Fortunes: This may be a popular event during the 2018 Spring Festival. You can exchange the five blessings for red envelopes, or you can ask for the five blessings from friends. The motivation for spreading and sharing here is to use all relationships to exchange five blessings for red envelopes.
2. Ele.me sharing red envelopes: After ordering food through Ele.me, we can share coupons in the circle of friends, and our friends can enjoy ordering discounts after receiving them. The motivation for spreading and sharing here is to help friends enjoy preferential ordering.
Did you see anything? Want users to help share and spread, unless you can meet two needs: good for users themselves (monetary benefits, gifts, free lottery, participation in interaction, emotional needs, etc.), good for people around the user.
As long as one of these two points is satisfied, or both are satisfied, then your communication mechanism is established.
Don’t think that you’ll be done after following this idea. At this point, we can only say that the planning of the event itself has come to an end, but there are still some things that need to be considered by our operations. Don’t forget:
1. Event personnel arrangement
This has been explained in the article on operational responsibilities. From planning to final execution and effect tracking of the entire event, one person cannot complete it. Therefore, as an operations manager, in addition to planning the process of this event, you must also arrange for appropriate personnel to perform it. It can, otherwise your planning ability is in vain.
2. Warm up the event in advance
Generally, the time for small activities is not very long, as short as one or two days, or as long as one week. In order to ensure the number of participants in the event, pre-heating publicity work is essential. We need to let more people know the time of the event. The process, more importantly, is to let the user know what benefits he can get by participating in the activity.
As for where to preheat, I won’t go into details here. Interested friends can read my previous article about target user fish pond positioning.
3. Estimation of the effect of the event
No matter what type of activity, you have to make a conservative effect estimate. Whether it is written in the activity plan and fed back to the leader, or budget control, it is a very valuable reference indicator.
A general estimation process is to first calculate the approximate number of exposures and the percentage of conservative conversions based on past experience, and then exit the approximate effect data.
4. Activity cost estimation
To put it plainly is the approximate amount of money needed to complete the activity, such as publicity costs, personnel costs, activity rewards, offline costs, etc., through the cost and estimated effect, the investment return of the activity can be roughly estimated, and the activity is measured whether it is valuable; This is what the boss is more concerned about.
5. Activity data collection
This should be combined with your campaign goals. For example, if you are attracting users to pay attention to the WeChat official account, then focus on analyzing the increase in fan data during the event, through what channels; if it is to increase conversions, then count The conversion rate during the event has changed compared to usual.
But no matter what, the performance data of the event should be tracked and analyzed, because only data can tell us the value of the event!
6. Announcement of the results of the event
The publication of performance data (if the event is very effective, you can also beautify it a little) has many benefits. It can let participating users know how their participation in the event is (such as whether they have won a lottery). The most important thing is sometimes we can Pave the way for the next event, and even build momentum.
For example, when the results of the papi sauce’s patch advertisement auction were announced, in addition to allowing users to affirm the commercial value of papi sauce, one more question can be raised to trigger user participation and help Biaowang advertisers to promote:
How will the successful advertisers play their first placement ads, and in what form? This also allows users to continue to participate in the discussion.
Fourth, the conclusion
About the event operation planning is almost included, many details need to be discovered in practice, and then adjusted.
Friends who are new to operations, it is best to make a detailed event operation plan before organizing the event, so that there is a direction during the operation.