There is only one answer: brand operation.
Seizing the audience's intellectual highland must be the most important thing in this attention economy era. Simply put, brand operation is to make the audience remember you and think of you when needed (rather than other learning institutions or branches).
The operation of the reading club is mainly divided into three core sections: basic operation, activity operation and channel operation (the content operation is scattered in the basic operation and activity operation), among which the activity operation is most suitable for branding, that is, to form a club-specific brand activity.
So, what kind of activities can be called "brand activities"? I summed up seven essential elements: distinctive theme, memorable name, fixed time and frequency, unique highlights, tweet paradigm, standardized process and summary.
Element-a unique theme
Some local clubs take into account the manpower and material costs of planning and implementation, so their activities are mainly outdoor fun running and watching movies; There are also local branch activity planners, and literature and art are feminine, so calligraphy, flower arrangement and other types of activities are held. Actually, this is not right.
Generally speaking, the core theme of book club brand activities should be learning and reading, and interest is only an aid.
On the one hand, many people join offline activities just to understand what the reading club is and what its content is. At the same time, the initial intention of many members to join the reading club is to study and read, and they also look forward to the expectation that a group of people will study together. On the other hand, doing learning activities should be the most basic skill of each branch, and it is also the basis for each branch to establish local influence, so that everyone can know that "we are serious and professional to study with you."
Element 2: an easy-to-remember name
The name of a brand activity must be unforgettable, catchy and easy to associate. For example, my nickname is "spicy fast". For example, we have created two activities at present: ① reading a book every week; ② leadership school. Another example is other people's activities: Midi Music Festival, Touma Speech Club, CCTV programs: Reader, Happy Dictionary, Lucky 52, Extraordinary 6+ 1, Avenue of Stars. ...
With these examples, are you a little inspired? But add a little, for mutual benign development, please don't copy each other's activity brands, including the name of the activity! If you want to do it, apply for study authorization or exchange experience directly. Is everyone happy? )
I'll give you another counterexample. The enterprise edition of Fandeng Reading Club-one book and one lesson-is very difficult to remember, especially when put together with dashes (please keep smiling when colleagues and partners in the enterprise edition see this? )。 I have told my book lovers lesson by lesson more than once, but when they ask me, they still say "what books are taught" ┑ (┍д) ┍
Element 3 fixed time and frequency
Grasp the psychological highland of the audience and let your target group form the habit of participating in your activities.
Conditional clubs can hold activities at a fixed time and place. Most clubs that don't have such rich fixed venue resources at present and a few clubs with too rich venue resources (the kind that have to move every activity or can't take care of so many partners) can choose the way of "fixed time+fixed frequency" to brush their sense of existence in the cognition of book lovers.
Frequency is also the cycle of activities, and it is recommended to do it once a week. For example, in our current leadership school, every Thursday night 19:00-2 1:00. After two or three times, some loyal participants will consciously set aside time to study alone or with friends every Thursday night.
Element 4: Unique highlights
The highlight of the activity is that your activity is different from others'. For example, others do a book club, and a group of people hold books to read. What we do is a video of a group of people watching Teacher Fan's book. In addition to this bright spot, you should also dig out two other characteristics of your brand activities to attract the audience to participate and spread.
No inspiration? Please consider the case of Schultz Beer and review the confession and gold advertisement of an advertiser.
The fifth factor Twitter paradigm
Generally speaking, an offline activity will generate at least two WeChat tweets for users to spread, one preview and one comment. From the perspective of the timeliness and influence scope of communication, the retrospective effect of an activity takes the longest time and has the largest influence scope, followed by the notice (retroactivity always takes effect after it is issued, and the notice takes effect after it is issued and before the activity begins; Both can affect everyone who sees and clicks, which is greater than the number of participants at the event site).
Therefore, the WeChat tweets corresponding to brand activities also need a prescribed paradigm to form visual brand recognition (see Visual Hammer). Specifically, it is color matching, poster design, structural arrangement, element typesetting and so on. Tweets can form a set of fixed paradigms (activity details, content arrangement and other different places in each activity can be replaced and modified every time). This can also help operators reduce the pressure of tweet writing and typesetting, killing two birds with one stone.
Reference example:
http://v.xiumi.us/board/v5/28k 18/69764276
http://v.xiumi.us/board/v5/28k 18/72902022
http://v.xiumi.us/board/v5/28k 18/75626473
The standardization process of factor six
The reason why McDonald's can become the largest brand restaurant chain in the world is that every job has strict and standardized processes. Activities are no exception, and when your activities have a standardized process, participants will form a three-dimensional cognition through all-round contact and feeling, especially after attending 2-3 times, their thinking will solidify: a book club activity should be carried out like this.
The benefits of standardization and process activities do not stop there. More importantly, participants know when and what they should do. They can be your evangelists and introduce your activities to their friends.
Here is a tip, remember to inform the participants of your activities in your preview. Managing the expectations of participants is also an integral part of the operation of the event.
Elemental seven exquisite and attractive comments
I just talked about the importance of review in the model part, and here I want to tell you another secret. Looking back, who do you think it was sent to? Think for five seconds before you look at the answer ...
The answer is ...
Comments are sent to people who didn't come.
Hee hee, do you think about it?
If you want to understand this, then you should also understand how to formulate a review paradigm, and carefully take photos of each activity and write a review. On the one hand, participants should be willing to forward it, and on the other hand, encourage those who didn't come to come back next time (including those who signed up and regretted it). Of course, all this should be based on your activity flow and execution, and don't let the people who come regret it!
abstract
It is not difficult to win a branch and become a chairman. What is difficult is how to build competitive barriers by strength and improve irreplaceable. Otherwise, I always feel that I am helping others to become bigger, and I don't have a solid sense of security and pride for myself and the team. You don't know what you did after a busy year.
Now you can check the seven essential elements of the brand activities of the book club: distinctive theme, unforgettable name, fixed time and frequency, unique highlights, tweet paradigm, standardized process and comments. How much have you finished? How are you going to improve?
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20 18.2.20