The most comprehensive activity planning process.

I. Ideas of event planning (I. Five elements of event planning 1. Demand: There are three levels of demand: business demand, user demand and functional demand. Define project objectives: deliverables of the project; Set the deadline for project development; Quality standards that must be met by the delivery results; The cost limit that the project cannot exceed, etc. ; Define the project premise: whether the project needs other personnel; Whether the project has the required resources; How important the cost is to the project and who has the right to increase the project budget; Whether the risk of the project is controllable, etc. 2. Copywriting support: event planning draft, publicity copy, SMS copy, etc. 3. Design: Achieve the final display effect 4. Materials: (mainly publicity materials) Offline: ① Various publicity materials (POP, Yi Labao, DW brochures, flags, leaflets, etc. ), event venue, PPT, etc. ; Online: ① Selection of various promotion channels and platforms; 5. Prizes: the setting of prizes should be combined with the main products as far as possible, and the target user groups should be considered; Budget and activity effect. (2) Matters needing attention in event planning 1. Inspection ideas: ① simulate thinking from the customer's point of view, put yourself in the customer's shoes and see if there are any defects; Pay special attention to details, which is the most important aspect that distinguishes your plan from others; ③ Try to provide various schemes from different angles. 2. Five things that run through from beginning to end: what, why, for whom, how, how to do it well 3. Emergency plan 4. The first thing you usually accumulate is your interest in planning: collect at least one case of event planning or marketing planning every day, analyze, summarize and accumulate; Pay attention to the planning ideas and small gifts in life. (3) Specific elements of planning copy: 1, activity purpose (activity demand/activity demand) 2. Preparation before the activity: activity time, activity place, activity requirements, etc. 3. Activity rules and prize setting; Activity budget 4. The specific process arrangement of the activity. Post-activity maintenance. Activity summary II. Process of activity planning Part I 1: Reasons/purposes of activity planning Part II: How to write activity planning Part III: How to plan activities 1. Reasons for planning activities: (1) Reason 1: Time ① Legal holidays: for example, National Day-National Day seven-day music, etc. 2 seasonal changes: such as seasonal clearance; (3) Today in the company's history: If 99 yuan sends 50 yuan to celebrate the company's seventh anniversary, the manager will be crazy! With the rise of the Internet, self-created festivals such as Double Eleven and Double Twelve have been rendered into a national carnival, which can also be used for reference. * Summary: It's easier to gain customers' recognition by doing activities on the grounds of time. Customers may really think that you are celebrating the seventh anniversary, but with the rise of the Internet, raising the price in advance may damage the company's brand. Therefore, it is particularly important to formulate rules, as well as the attractiveness and self-dissemination of copywriting. In this case, the content operation may actually be more attractive than the product. (2) Reason 2: The products themselves launch the latest products/products to start the market, such as preferential service activities of game companies and battlefield activities; Company opening, new product release, etc. * Summary: Taking the information of the product itself as an activity requires the planner to have a deep understanding of the product itself and be able to grasp the points that consumers are most interested in to organize and guide. (3) Reason 3: Industry hotspots/news hotspots, EIA crash, the latest meeting of the Federal Reserve, and the release of non-agricultural data. * Summary: To plan activities from this perspective, we need to know what hot spots (selling points) have recently, why investors pay attention to these hot spots, and how can I make use of them. (4) Self-explosion is a bit risky: ① If it is a title party, it will make customers disgusted; (2) If the company's shortcomings are really exposed, it may cause losses to the brand. * Summary: In general, we can start with some common shortcomings, and then explain that the company has been working hard in this area. But on the whole, the risk is great. To accumulate cases, you should have enough experience and grasp before using them. (I feel that planning is getting more and more fun. ) 2. Effectively combine reasons with activity rules. (1) The activity design is seamlessly connected with the reason. For example, if you are the operator of an e-commerce website, you want to plan a product activity, hoping to make customers feel benefited, but you don't have high operating expenses, what can you do? (Several elements of specific activity planning) ① The theme of the activity is attractive; ② Carefully match the theme and reason of the activity; ③ Carefully set up activities and rules; (4) Make the activity give people a unique feeling (empathize with the customer's psychology) (2) Remember two words in the setting of the activity rules: the process is simple and less thinking, and the copy is clear and unambiguous (3) The setting of specific rules: To a great extent, it determines whether the interest of users is enough to attract users to participate in the activity. Pay attention to the following points: ① Ordinary prizes are not necessarily better than lottery tickets, but if the rules and graded exposure of lottery tickets are not well designed, they are not as good as simple and rude ordinary prizes; ② The more complicated the activity rules, the greater the user's escape mentality. But if you adopt gamification design rules and give rewards step by step, then users will follow your rhythm very obediently. 3. The rules have been decided, and we need to cooperate with each other to achieve the final good result. Three. Setting of event prizes (1) Give physical prizes related to products as much as possible, such as jewelry financial products activities, and the prizes given to customers can be gold and silver jewelry, jewelry, etc. This can not only promote the brand, but also save costs. (2) Gambling prizes, scratch music, welfare lottery tickets, etc. (3) Redeem (4) Send a WeChat red envelope. You need to carefully consider the setting of the red envelope secret order. Can spread the brand value, telephone number and so on to deepen the impression. (5) Points to send prizes * Thinking: What kind of prizes can reach customers? Prizes that customers really need; Prizes that can attract customers' attention. For example, on March 8th Women's Day, some sent roses, some sent kitchen supplies, and the winners were brown sugar. This is customer logic. Four. Event planning case (analysis) (1) Planning case and analysis 1. China Investment Finance Promotion Registration Activity Planning (1) Theme: China Investment Finance calls you to Wuyue to collect money! (2) Purpose of the activity: attracting registered users (3) Activity time: 14:00- 17:00 (the specific time needs to be adjusted according to residents' consumption habits, and the time should be arranged as much as possible during the period when residents are active and people flow heavily, which needs detailed investigation and setting) (4) Activity rules: ① General prize: by scanning code, Exposure rules need to be set in detail. (5) Single event setting: ① Opening program: song and dance performance (specifically consult Wuyue Square), and the host's opening remarks (introducing the theme and platform of this event, etc.). (2) Moderator's appearance: introduction of platform financial products, interactive quiz with prizes; (3) Lottery: Detailed consideration, emergency plan, considering unexpected situations such as the lottery number not being on the spot. ; ④ The end * activity background board can start playing and recording videos 15 minutes after the activity starts. (6) Activity budget: venue fee, host, advertising space, etc. (7) After signing the contract with the organizer, refine the relevant matters and arrange the implementation. (8) Preparation materials: promotional materials (Yi Labao, Jianqi, DM magazine, leaflets, short message copy, electronic screens of venues, extrapolated maps of shops, background boards, etc.). ), and arrange for the doll to distribute leaflets (whether training, budget, number of people, etc.). ). (9) Analysis and summary of media publicity and other activities: It belongs to offline activities, and the key is the details, which need to be simulated many times in advance to make the whole process as smooth as possible. Actually, it's nothing. The amount of publicity materials and the like is very simple. Event registration is registration+brand promotion. There is nothing particularly attractive about the setting of activity rules. There are general prizes and special prizes. 2. Introduction to the background of CH brand planning activities: CH will appear in the endorsements of major media, advertisements and new development projects in the future as "the initiator of the first real estate consumer rights support fund in China"; "Honesty" culture has become the brand cultural connotation and brand symbol of CH, which has helped CH to accumulate a wider customer base and expand the market. (1) Activity theme: "CH life improves life" public music tour (2) Purpose: ① Strengthen the word-of-mouth communication of CH, tap more potential customers, cooperate with media public relations, and promote and drive sales; ② Maintain and stabilize existing customers and deepen emotional communication with the owners; ③ Add extra points to the brand image of CH, and enhance the connotation and sense of belonging of CH; ④ At the same time, it also improves the social image of CH and forms a lasting communication effect. (3) Moving time: 20 14 August-10 June (4) Moving place: For the target communities in urban areas, Xuanwu District, Fengtai District and Haidian District, enter large communities; (5) Activity form: ① The selected community concert tour reflects the main body of the third phase of "Building for a Better Life"; (2) distributing information on the spot and advocating "upgrading home ownership"; ③ Follow-up reports of relevant media. (6) Activity flow: Pre-preparation stage: ① Set up a CH band, or the owner will form a team and CH will allocate funds; (2) Contact the neighborhood committee of the target community, in order to publicize the main theme and enrich the residents' life, and agree on the venue and time; (3) Prepare all kinds of publicity documents. Activity start stage: ① choose to perform live performances every Saturday and Sunday 18:00-20:00; The concert combines performance, singing and dancing to express the theme of the performance. Arrange dolls or sales staff on site and distribute beautifully made publicity materials. ④ Communicate with interested customers and ask for mailing address and contact information. The closing stage of the activity: ① contact the community security in advance to maintain the exit order; (2) Material recovery after the activity. (3) activity summary activity analysis summary (2) activity planning form set 1, "Yintai boudoir circle" Yintai Group launched the social network "Yintai boudoir circle", and Yintai VIP members with more than three people can enjoy more points and activity discounts and share shopping fun. 2. Lu Jin Financial Bank's "burning money strategy" Lu Jin Financial Bank directly took out several boxes of apples and put them on the Expo. Then it shouted: if you invest 10000 yuan, you will get 1 box of apples, and if you invest10000 yuan, you will get a truss. As a result, after three days of activities, you successfully completed the fundraising plan of 654.38 million yuan. 3. Find complementary institutions to cooperate with favorable networks to graft small loan companies-turn P2P into inclusive finance of the community. Cooperation with small loan companies means that the borrower's online credit information cannot be completed. With the help of the resources of existing small loan companies, the platform is responsible for developing offline borrowers, credit investigation, audit, post-loan management and collection of customers, and providing principal and interest guarantee. A P2P company established in Beijing: cooperate with real estate agents to carry out business operation mode: real estate agents will introduce customers who need short-term loans to P2P platform, and the platform will decide whether to lend after reviewing the qualifications of customers. On the one hand, this method diverts the clients of real estate agents to P2P platform; On the other hand, in terms of risk control, real estate companies have done simple risk control, because they know whether customers are the only houses and how much they pay each month. This cooperative relationship can really achieve mutual benefit and win-win! 4. Borrowing pterosaur loans from online to offline in the same city-cooperating with newsstands and convenience stores in Hunan Province. 5. Lucky draw (1). (2) receiving gifts. For example, in an activity done by Yintianxia, golden monkeys can participate in the lucky draw by collecting 10 on the H5 page. 6, spike activity 1 1 yuan limited time to buy 20 yuan spike activity 7, theme activities are similar to Tsingtao Beer Festival, Double Eleven, Double Twelve and so on. ; Looking for the most beautiful piety; Looking for the most beautiful baby and so on. 8, redemption 9, ranking the best popular king, gold king, silver king (related rewards and privileges can be set after ranking) 10, red envelope secret order to send WeChat red envelopes (random limit can be set), the purpose is to obtain user micro-signals and promote brands. 1 1, members give points (giving points ratio; Reward for redemption of points) ① Form: How many points the user sends and then activates; How many points are accumulated in the number of trading lots per week; How many points are accumulated in the number of trading hands per month and so on. Benefits of points: used to exchange prizes or VIP services of teachers in the live broadcast room. ③ The integral system needs to be considered: ① Whether the enterprise has an integral system and whether it can develop; Whether there are corresponding rules for members' integral consumption behavior; On the feedback of integral to members' interests. ② How many loyal customers can the integral system bring to the enterprise; ③ Exchange method of budget and points (customer service, automatic system or offline exchange) ④ Points rules 12, free experience, such as investment strategy, and you can enjoy face-to-face professional consultation with the live studio teacher for one week after registration. (Note: other activities will not be superimposed during the activity) 13. Raiders of live room activities: (1) Reward for logging in the live room for more than 100 hours: The purpose is to retain customers and get a title to wait. (2) The first cash coupon can be directly used for trading. Rebate can only be used for transactions and cannot be taken out. (4) Promotional activities: similar to participating in the next more attractive activity, you can only participate if the previous activity meets the requirements, which will make your appetite open. 14, share the reward 15, open a simulated account-16, register users, and return the spread of 5. Thinking and summary of activity planning (1) practical summary of copywriting planning 1, empathy: user thinking and boss thinking, copywriting should meet company requirements and market rules; 2. Planning practice: careful and repeated investigation; User experience; Try to provide second-hand solutions from different angles; Emergency plan; Planning should be logical; 3. Be familiar with your own products: Combine the manuscripts planned in the previous activities and start with imitation. 4. Truth: The basis of copywriting planning is truth. Only based on real planning can we have ideas. 5. Retrospection: from case derivation to demand, collect more cases, and then push from back to front to analyze what the demand is; According to the demand, through what kind of activity rules to achieve. Accumulate and summarize, accumulate and accumulate. (2) The idea of activity planning-Findnewideas1,the purpose of activity planning (demand/demand): This point runs through the whole process of activity planning and should be kept in mind from the beginning. No matter how novel the content is, it can't deviate from the theme. All kinds of activities serve the purpose of the activities. 2, empathy-the customer psychology that can be thought of in event planning (1) The gambling psychology can be set in the form of lottery and synchronous lottery. (2) Show-off psychology can use ranking system, integral system, etc. 3. How to attract people by event planning: 1. The activity is interesting; 2. Activities have benefits (prizes); 3. The activity starts from the customer's point of view and thinks what the customer thinks. 4. Accurate positioning-grasping the object of activities 5. Activity sharing-expanding the scope of communication and reducing the budget of activities, in addition to bringing tangible benefits such as prizes to users, it also has the value of communication and increasing knowledge. For example, event marketing, word-of-mouth marketing, freshness and so on. Content operation is the key to distinguish activities from competitors! We have seen too many principles and methodologies of brand marketing, but truly fresh practical solutions have become scarce. 199case (official account of wechat: 199case) now provides a library of brand marketing planning schemes, which brings together top marketing planning materials from various industries, fresh and timely actual combat cases, industry reports, creative training, marketing courses, design materials and advertising works. 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