For the whole process of activity promotion planning, it is enough to read this article.

First, the idea of activity promotion planning 1, the five elements of activity 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. Activity specific process arrangement 5. Post-activity maintenance 6. Activity summary 2. Activity planning process 1. Reasons/purposes of activity planning II. How to write event planning 3. How to plan activities 1, find reasons for planning activities (1) Reason 1: Time ① legal holidays: such as May 1 International Labor Day-labor is the most glorious; National Day-Seven Days of National 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 is easier to gain the recognition of customers 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, if the price is raised in advance, it may damage the company's brand, so it is particularly important to make rules, as well as the attractiveness and self-communication 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 planners 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 To plan activities from this perspective, we should know what hot spots (selling points) are there recently, why should we pay attention to these hot spots, and how should I use 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: Generally speaking, 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 the cause with the activity rules (1) and seamlessly link the activity design with the cause. For example, if you are the operator of an e-commerce website, you want to plan a product activity, hoping to benefit customers, but you don't have a high application cost, what can you do? 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. Third, the activity planning and analysis activity rules 1 Pratt & Whitney Award: After scanning the code, logging in to the WeChat platform and registering the bound bank card, you can get 5 yuan cash to enter the bank card; ② Surprise prize: draw the grand prize and set the first prize, the second prize and the third prize. Exposure rules need to be set in detail. Single event setting: ① Opening program: song and dance performance (specifically consult Wuyue Square), host's opening remarks (introducing the theme and platform of this event, etc. ) 2 host cross show: introduce platform financial products and interact with each other through prize-winning questions and answers; (3) Lottery: Detailed consideration, emergency plan, considering unexpected situations such as the lottery number not being on the spot. ; (4) End the activity. After the activity starts 15 minutes, the background board can start playing and recording videos. (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. IV. Thinking and summary of activity planning 1, summary of writing practice of planning copywriting 1. Empathy: user thinking and boss thinking, and the copy should meet the company's 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. Review: from case derivation to demand, collect more cases, and then push from back to front to analyze what its 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-FindIdeas1. Purpose (demand/demand) of event planning: This runs through the whole process of event 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-seize the moving object 5. Activity sharing-expand the scope of communication and reduce the activity budget. In addition to bringing tangible benefits such as prizes to users, activities should also have communication value and increase knowledge. For example, event marketing, word-of-mouth marketing, freshness and so on. Content operation is the key to distinguish activities from competitors! The activity bank launched the MICE one-stop solution, which not only provides QR code sign-in, but also provides various sign-in services such as mobile phone /iPad sign-in, scanning code gun sign-in, face recognition sign-in, RFID bracelet/badge sign-in, ID card sign-in and gate sign-in. T