An analysis of the activity mode of ancient books exhibition hall

When we do our own activities, do we often think of giving free gifts to attract our users, but the effect of the activities is often not as good as expected. So, are more and more "free" cases causing users' fatigue? Or just because "free" is not attractive? Founder of Qingdao Yixing Easy Culture Media Co., Ltd., founder of new media operation of Qingdao Chief Business School, senior new media operator, IT industry observer, new Internet plus marketing practitioner, gold medal copywriter, Tencent.com famous columnist, Baidu.com, today's headline, Sohu.com, Netease News.com, Phoenix News.com, author of Practical Guide to New Media Promotion and Operation, and well-known brand marketing consultant Xiang Li. Today, Teacher Li Xiang talks about the five elements of activity planning and analyzes them from the perspective of activity play. First, the five elements that should be followed in activity planning. Factor 1, reliability. Whether an activity is planned well or not requires a certain degree of credibility. In most cases, the credibility comes from the execution of the plan, especially from professional event planning companies. No matter how well the activity is planned, it is impossible to implement it without sufficient resources. Not only can it not provide rich experience for event planning, but more importantly, it can accumulate enough execution resources. Element 2: Attraction to the target audience, and the foundation of successful activity promotion planning. If an activity promotion plan wants to fully attract users' attention, it is necessary to grasp the hot spots that local users collectively attach great importance to and the enthusiasm aroused by users, so as to attract users' active participation. To improve the attraction of activities, we need to conceive planning themes: curiosity, value expression, sense of honor, sense of responsibility, interest and other needs, which will greatly improve the attention and participation of the target audience. Element 3. The content of related activity planning should be closely related to the purpose of the activity itself, and be good at integrating related things and related resources. The promotion of activities is irrelevant, childish and lame planning. Element 4. The promotion of execution activities not only requires careful planning in the early stage, but also whether the planned activities can be implemented to the maximum extent is very critical. Executive power should first be manifested in specific task description, task process rhythm, executors, execution time, emergencies, new disposal schemes and so on. In order to ensure the smooth implementation, it is best to have a better training and exercise, and the participants should be under unified command, implemented in an orderly manner and carried out smoothly. Element 5. When promoting activities, communication enterprises often hope to pass their brand culture to more user groups and maximize the benefits of brand promotion. The spreading power of activity promotion is manifested in various periods before, during and after the activity. Second, there is no essential difference between the activity plan and any activity we usually plan. Of course, we can write the main title first, and then write the subtitle below. 1. If the activity background is unknown, it should be analyzed through investigation and study, and four things that must be explained in the activity background should be supplemented: Is it an activity under a specific background? Does this activity have special significance or value for the enterprise/company? Who is the active user group? What value does the activity provide to users? 2. Purpose, significance and goal significance of the activity: express the main points of the purpose clearly in concise and clear language; The uniqueness of the core composition or planning of the activity and the resulting significance (economic benefits, social benefits, media benefits, etc.). ) write clearly. Objective: To be specific and meet the requirements of importance, feasibility and timeliness. 3. The theme of the event clearly highlights the highlights of the event in one sentence to attract users to participate in the event. 4. Activity Festival Time Activity Start Time: A year's festivals can be divided into four categories. First, statutory holidays, second, non-statutory holidays, third, folk customs, and fourth, businesses set their own holidays. Activity end time: time limit: 1 hour, 1 day, 3 days, 7 days, 30 days, etc. According to historical data, consider whether the goal can be achieved before the end. 5. Activity creativity/gameplay creativity/gameplay will be presented through certain activity forms, such as H5, web pages, posters, articles, etc. , mainly in the form of "light" activities, not necessarily done. 6. Activity process design The requirements of activity process should describe the key activity links that users participate in from the user's point of view. 7. Resource demand for organizing activities: special channel promotion demand and budget demand for event prizes support special resources needed for creative realization, such as products and development. 8. Evaluate the activity budget according to the resource requirements. A qualified operation needs to make an activity budget table. 3. My thoughts on the operation of activities: Free delivery of activities is only a small part of the operation of activities. What I am thinking about today is the positioning of the event operation and what the event operation has done. As an activity operation, we need to have several abilities, which can also be said to be our core skills. Ability to disassemble moving targets: When we receive a target, what we need to do is to disassemble the big target into small targets that can be completed. How to disassemble and how to disassemble reasonably is the first step to test us. Activity planning ability: Activity planning ability refers to the ability to independently make activity planning scheme and activity play, and carry out cross-departmental docking according to activity requirements to promote the implementation of the overall scheme. Data analysis ability: Data analysis ability refers to finding accurate user portraits through data analysis, monitoring activity data, writing activity summary according to the activity effect of repeated data, and finding activity problems according to abnormal data. User analysis ability: user analysis ability refers to investigating user needs, carrying out targeted activities for different users, collecting user feedback after the activities, and optimizing the content and process of the activities. Copywriting ability: Copywriting ability specifically refers to tapping users' needs, completing event planning cases, event posters, users participating in dialogues, and writing event resumption reports. What do you think of today's sharing? Welcome to leave a message, forward it and collect it in the comments section below, so as to give Bian Xiao some creative motivation. Thank you.