Event Planning and Execution Strategy

Event planning and execution strategy Events are often used as a very important means to improve product indicators in a short period of time at a certain stage of product development. Event planning or planning is essentially the logic and thinking of problem solving. This is why event planning positions generally do not recruit newbies or fresh graduates. That is, the ability and specifications to solve problems have not been verified. Internet companies with a certain scale generally have a special event operation department or market planning group to do this. Today's article will give you a brief introduction to the things in event planning and execution, hoping to help everyone. In order to explain the problem more clearly, I put more pictures in this article, and you can save them by yourself. 1. Positioning and purpose of the event 1. Principle of the event As mentioned earlier, the event is used as a means to improve product indicators in a short period of time during product development. In order to better understand this sentence, draw a picture: Operation Complete Solution of Event Planning and Execution?No thanks for collecting As shown in the above picture, the event creativity (or hook) is a means to achieve the purpose of the event. The common misunderstanding here is that when a certain festival or hot spot comes, you want to organize an event. Think about the activity creativity first, but ignore the purpose of the activity. The result is either that when you submit the activity plan, the boss asks what the purpose of the activity is, and you are confused; or you don’t know what you are doing after a long time of doing the activity, as if you are just spending money to coax users to play. Therefore, festivals and hot spots are just levers we can use. The key is to clarify the purpose of the activity. 2. Activity goals The activity goals are generally given by the boss or supervisor. They are all formulated with reference to the North Star indicators (current business development priorities and goals) of the current product development stage. Regardless of the development stage of the product, the purpose of the activity may be four types: attracting new users, promoting activation, marketing, and communication. Depending on the purpose of the activity, the target group will also be different. Let’s list it in a table: Operation Complete Solution: Activity Planning and Execution?No thanks for collecting 3. How to understand the role of activities Here I’d like to say a little more. Activities are used as a means to promote the development of stretched products and cannot be excessive. For example, excessive marketing, random points, etc. Operational Solution: Event Planning and Execution | No thanks for your collection Red lines indicate the role of activities, and blue, green and yellow indicate conventional growth methods For example: The relationship between activities as a means of attracting new users and conventional growth channels should be like the above figure. Once an activity consumes too many users, it may destroy the long-term value of the product. Just like the story of "The Wolf is Coming", excessive activities will continue to reduce user trust. The decline in the collective trust of Internet users in the past two years is not unrelated to too many misleading activities. 2. How to produce more event ideas 1. Collection of conventional activities First, understand what basic common activities are. You can go to Renrenxiu, Yiqixiu, Tuzhan, Fanke... websites similar to marketing tools to check what basic activity methods are available. Common activity gameplay screenshots Picture: Common activity gameplay screenshots You can collect and build your own activity creative library. For specific activity ideas, we can choose to apply directly, superimpose adaptations (such as: sign-in + lottery) and other methods. Industry-related events, hot spots, important festivals, etc. can all be used as leverage for activities. Generally speaking, holiday hot topics will be mentioned on various platforms one month in advance, and will enter the incremental stage (i.e. the number of people discussing and paying attention will increase) 5-10 days before the holiday, and the peak period is from 3 days before the holiday to the holiday day. 2. Disassemble more popular event cases Pay more attention to the activities of some first-line companies that are famous for their innovative activities, such as NetEase, which often organizes some highly spreadable activities. Also keep a close eye on the activities of competitors and peers. Try to disassemble these event cases. This step is strongly recommended to do it yourself. There are many data sets and operation case libraries of disassembly of popular event cases in the market. But those are disassembled by others. Only by participating in and experiencing these popular events from beginning to end as a user can you truly learn the essence. The dimensions of disassembly include but are not limited to: activity purpose, activity gameplay, user path, activity highlights, your own extended thinking, etc. 3. Creative selection In the general direction, creative selection must correspond to the purpose of the activity. There are two more dimensions to check: (1) Choose creative ideas based on the product development stage In the early stages of product development, there are generally fewer activities, and the main user base is small, so there is no need to organize activities frequently. Because the most important thing in the early stages of development is to run the MVP, it is necessary to attract user groups that match the product positioning. If the activities are not well grasped, it is easy to disperse the user base, affecting the subsequent optimization of precise product positioning. Therefore, in the early stages of product development, activities should give priority to activities that can attract precise users to participate, such as giving away vertical field materials. If your product users are relatively broad, the range of targets and creative ideas you can choose is relatively wide. For example, the 2017 Douyin World Famous Paintings Shake and Shake event is a typical event for the purpose of dissemination. The fact that the target users are broad does not mean random. You can think about why this event is not a rural mud house or a rural scene - because Douyin's target users are working people and young people, and young people know what "Mona Lisa" is better. I have listed a table to compare the details of multiple creative ideas: Operational Solution: Event Planning and Execution | No Thanks for Collecting (2) The specific creative content is consistent with the product tone For example, for test-taking activities, the specific content of the questions is different in different industries. Operational Solution: Event Planning and Execution | No Thanks for Collecting This is relatively easy to understand, so I won’t say more here. 4. Regarding the selection of prizes There are two core issues: (1) Whether the gifts of the event are physical or virtual, they must match the users. After setting the prizes, you might as well ask yourself some key questions in reverse: Why do users want to participate in the event? Do users have the urge to participate? Is the prize attractive to users? Is the combination of prizes scientific and reasonable? Do you need to bring your own coupons? … When choosing themes and gameplay, you must consider user value, find reasons, and anchor them to value points. (2) The balance between activity complexity and participation enthusiasm. In terms of activity form, it is not necessary to develop H5 yourself. In principle, a lighter activity form is preferred. For example, forum building prize draws and article comment prize draws are also very light forms of activities. If the activity has a certain degree of complexity, it is necessary to strike a balance between user participation enthusiasm and complexity. The more complex the activity is, the more difficult it is for users to understand, so be cautious. 3. Data embedding and statistics Data is very important. Without data, there is no evaluation standard and optimization reference, so I will talk about it separately. After the activity idea comes out, you should draw more user path diagrams and imitate user operations. Look at the example below: After drawing the user path, the copywriting scenes and key data of each process required will also come out. Data that cannot be counted by tools or websites should be embedded in advance. Operational Solution: Activity Planning and Execution?Collection is welcome Figure: Example Analysis of Activity User Path Disassembly During the activity, you should check the user participation data of the activity from time to time and do a good job of funnel analysis. Pay special attention to those data that fluctuate, are too large or too small: For example, if there are 1,000 people who click on the test, and only 200 to 300 people complete the test, this data may be problematic, because once users choose to participate in the activity, it means that they have expectations for creativity. The probability of completing the test is so low, there may be two reasons: First, there is a problem with the test questions: the content of the questions is not interesting to users, there are too many questions, there are questions about years and times, there are subjective questions, etc., which are not advisable; Second, if there is a problem with the user's operation process, quickly find the developer or third-party tool customer service to solve it. In addition, the path map for users to participate in the activity should be drawn comprehensively, and users may enter the activity through different channels and paths. Take a close look at the sharing path map in the figure below. How many are there? Operational Solution: Activity Planning and Execution?No thanks for collecting Fourth, writing the activity plan The content of the activity plan includes but is not limited to: Activity purpose: What is the reason and purpose of this activity? Activity theme: Write your activity theme in one sentence. Target group: Special groups need to be pointed out. Activity time: Specific activity time. Activity rules: gameplay, rules, form? What are the prizes? Activity promotion: Which free and paid channels will be used for promotion? Activity budget: List the resources and prizes that need to be spent Expected effect: What is the expected effect of the activity? ROI? ... Generally, for Party A, the activity plan is internal, for approval by the boss or for discussion during meetings. There is no need to write specific details, such as the page copy of the specific activity, and do the specific details after passing the review. If you provide a plan to Party B, there are more "presentation layer" things. For example, the advantages of resource channels, data evaluation, the awesome effects of previous planning, specific creative demos, etc. Let's talk about resource inventory & budget evaluation separately: Resource inventory, give priority to inventorying free resources inside and outside the company and your own. The budget evaluation should be listed in full, and the expenditure should have a clear range. For example: Operational Solution: Activity Planning and Execution?No thanks for collecting Small activities are generally paid by themselves and then reimbursed. For large activities, you may need to go through the expense approval process and special activity project establishment. V. About the execution of the event 1. Material preparation and demand communication Material copywriting should be prepared as comprehensively as possible, including but not limited to: Event-related copywriting: event title, copywriting of event page, copywriting of event rules, copywriting of event publicity and promotion (announcement/text message/WeChat article, etc.), copywriting of various exposure entrances of the event, etc.; Event page design, communication with designers to design materials; some channels may require two versions of AB testing; Event development and testing: If your event requires H5 development, please contact the development or product manager in advance to schedule; Prize purchase: Will the prize be shipped directly after the event or need to be purchased on site? How to package it? In addition to communicating with the above personnel, there may be other departments. For example, if your event is to bring more leads, you need to greet customer service sales. Make good progress reports to your superiors during the event. 2. Execution scheduling That is, list all the materials that need to be prepared for the event in a table, mark the time, progress, and person in charge. Make the other party know clearly what he needs to cooperate with, what to do, and what the time node is. What role do they play in the event? What are the potential consequences of not completing the task on time and how much attention the boss takes it. For horizontal communication management, please refer to this article: How to manage a small team of four or five people. 6. Review of the event First of all, in addition to the user participation path data mentioned above, the data statistics of the event should also include the data of the activity purpose that is expected to be achieved through this event, and then check, analyze, summarize, and form a closing report. The above are the key points in my opinion in the process of event planning and execution. Finally, a complete event planning flow chart is given to everyone, which can be used as a specific self-examination checklist.