When we do our own activities, do we often think about using free gifts to attract our users, but often the effect of the activities is not as good as expected. So, is it because the increasing number of “free” products has caused user fatigue? Or is it just that the "free" thing isn't attractive? Founder of Qingdao Yi Xing Yi Yi Culture Media Co., Ltd., founder of new media operation of Qingdao Chief Business School, senior new media operator, IT industry observer, new Internet + marketing practitioner, gold medal copywriter, Tencent and Baidu , Toutiao, Sohu.com, NetEase News, Phoenix News and other websites, well-known columnist, author of "New Media Promotion and Operation Practical Encyclopedia" and well-known brand marketing consultant Li Xiang. Today, Teacher Li Xiang talks about: 5 elements of event planning, analysis of event gameplay perspective 1. 5 elements that need to be followed in event planning. Element 1. Credibility Whether an event is planned well or not, it also requires a certain degree of credibility. In most cases, credibility comes from the execution of the plan, especially for professional event planning companies. No matter how good it is, it will not work without enough resources to implement it. Not only can it not provide rich experience for event planning, but more importantly, it can accumulate enough execution resources. Factor 2. The appeal of the target audience is the basis for the success of the event promotion plan. In an event promotion plan, to fully attract the user's attention, it is necessary to seize the hot spots that the user group attaches great importance to and to the users. It arouses enthusiasm and captures the active participation of users. To improve the attractiveness of the event, you need to conceive and plan themes: curiosity, value expression, sense of honor, sense of responsibility, interests and other needs. This will greatly increase the attention of the target audience and the awareness of participation. Element 3. Relevance: The content of event planning must be closely connected with the purpose of the event itself, and you must be good at integrating highly relevant things and related resources. Event promotion has no relevance and is very naive and poor planning. Element 4. Execution. Event promotion not only requires careful planning in the early stage, but it is also critical whether the event promotion plan can be executed to the maximum extent. Execution ability must first be reflected in specific task descriptions, task process steps, execution personnel, execution time, emergencies, handling plans, etc. In order to ensure smooth execution, it is best to have better training and drills, and to have unified command over all activities to ensure orderly execution and smooth development. Factor 5. Communication power When an enterprise carries out event promotion, in many cases it hopes to convey its brand culture to more user groups to achieve maximum brand promotion benefits. The communication power of event promotion is reflected in various periods before, during and after the event. 2. Activity planning book There is no essential difference between any of the activities we usually plan. Of course, you can write the main title and then write it as a subtitle below. 1. If the background of the activity is unclear, it should be analyzed and supplemented through investigation and research. Four things must be explained in the background of the activity: Is it an activity in a specific background? Does the event have special meaning or value to the business/company? Who is the user group for the activity? What value does the activity provide to users? 2. The purpose, meaning and target significance of the activity: clearly state the key points of the purpose in concise and clear language; the core composition of the activity or the uniqueness of the planning and the resulting significance (economic benefits, social benefits, media benefits, etc.) should be clear Write out. Goals: The requirements are specific and need to meet importance, feasibility, timeliness, etc. 3. The activity theme uses one sentence to clearly highlight the highlights of the activity to attract users to participate in the activity. 4. Activity festival time Activity start time: The festivals of the year can be divided into four categories. The first is statutory holidays, the second is non-statutory holidays, the third is folk customs, and the fourth is holidays decided by businesses. Event end time: Limited period: 1 hour, 1 day, 3 days, 7 days, 30 days, etc. Based on historical data, consider whether the goal can be achieved before the end. 5. Activity creativity/game play creativity/game play will be presented through certain activity forms. , such as: H5, web pages, posters, articles, etc., give priority to relatively "light" activity forms. It is not necessary to do H5. If you do H5. 6. Activity process design The requirements of the activity process should be based on the user's perspective to describe the user Participate in key activities. 7. Organize resource requirements for event resources: special channel promotion needs, budget requirements for event prizes, support special resources needed for creative realization, such as products, development, etc. 8. Event budget. Event budget is evaluated based on resource needs. A qualified For operations, you need to be able to prepare an activity budget sheet. 3. Some of my thoughts on event operations. Free activities are only a small part of event operations. What I am thinking about today is the position of event operations and what event operations do. As an event operator, we need to possess several abilities, which can also be said to be our core skills. Activity goal dismantling ability: When we receive a goal, what we need to do is to break this big goal into small goals that can be accomplished. How to break it down and how to break it down reasonably is the first step to test us. . Event planning capabilities: Event planning capabilities specifically refer to the ability to independently produce event planning plans and event gameplay, to conduct cross-department docking according to event needs, and to promote the implementation of the overall plan, etc.
Data analysis ability: Data analysis ability specifically refers to finding accurate user portraits through data analysis, monitoring activity data, reviewing activity effects based on data, writing activity summaries, and finding activity problems based on data anomalies. User analysis ability: User analysis ability specifically refers to investigating user needs and carrying out targeted activities for different users. After the activity is over, user feedback is collected and the activity content and process are optimized. Copywriting ability: Copywriting ability specifically refers to exploring user needs, completing event planning, event posters, user participation skills, and writing event review reports, etc. What do you think of today’s sharing? You are welcome to leave a message in the comment area below, forward it and collect it to give me some creative motivation. Thank you all.