14 active operation routine

Whether online or offline; No matter from the perspective of user acquisition and maintenance, or from the perspective of product promotion; Every operation has to do several activities every year. There are many forms and ways to play online activities. Relatively speaking, offline activities will be more routine. I have less experience in offline activities before. But in the last month, after planning, following up and executing an offline activity, I found 14 routines to do offline activities, covering the whole activity cycle. The above picture is mainly based on the experience of GTalk Shanghai Salon in menstruation that I planned and implemented before. Suitable for offline salons, conferences and sharing activities. Let's talk about every detail in detail. 1 Before the activity: a long preparation period and execution period. I call the time before the official start of the activity before the start of the activity. It is divided into preparation period and implementation period. The preparation period refers to the stage of planning and conceiving activities; The implementation period is to continuously promote the activity process after determining the theme of the activity. 1. Plan a case. If you want to do an activity, plan a case first. A complete event planning case should include the following points: a planning case containing these elements can let leaders know what kind of activities you want to do, what is the purpose of the activities and what is the effect of the activities. Among them, the more important thing is the purpose of the activity. The purpose of the activity is nothing more than fame and fortune. After setting the purpose of the activity, we should set and judge the expected effect and risk of the activity according to the activity goal. This will help you to better control the whole activity. 2. Schedule If the plan you submitted is approved by the superior, my suggestion is not to roll up your sleeves and work hard at once, but to make a schedule of activities first. From my communication with some event operators, many people report that the final effect of the event is not very ideal because the time rhythm of the event is not well grasped. The rhythm is out of order and the activities are out of order. My experience is to make a timetable and make clear what to do in each period, who is responsible and what must be given before the deadline. Ensure that all employees cooperate tacitly and orderly. Details are as follows. It is also very simple to implement. According to these elements, the person in charge makes an Excel form (or teambition and other software that can be used for online collaborative work) and sends it to everyone, so that everyone can record and report it on time. 3. Investing in PPT is impossible for offline activities. Therefore, it is necessary to prepare to invest in PPT in the early stage of the activity, so as to get more financial support and reduce the cost of your own activity. A perfect investment PPT, Yan value online needless to say. The second is to ensure the content. In short, you should show your business people the following: what is this activity, what it can give you, and what you need to give back to me. "What can I give you? What can you give me?" This is the basis and premise of business cooperation. Any unworthy cooperation is hooliganism. Of course, when doing business cooperation, you don't have to give money. If the two sides can exchange resources, they can also cooperate. For example, the other party provides you with a venue for free, and you promote the venue. 4. For offline activities such as salons, conferences and lectures, venues and guests are very important. During the preparation period, the venue and guests must be determined first, otherwise it will greatly affect the activity cycle and rhythm. For the choice of venue, I generally have the following considerations: price: the price and cost of the venue must be well controlled and can be obtained free of charge in the form of resource replacement, which is the best. If it really doesn't work, we should also get a lower price in the form of resource replacement. Space: according to the expected number of people in the event, choose a venue that can accommodate enough people. Transportation: Convenient transportation is very important, and near the subway is the first choice. Equipment: mainly depends on whether the venue can provide audio, microphone, LED screen, tables and chairs and other necessary equipment for the meeting. Based on the above factors, the final location should be the best choice. Followed by the guests. How to choose a suitable influential person to share, so as to attract more people to sign up for the event? I usually do this: 1, screen out well-known individuals or enterprises in the industry according to the theme of the event; 2. Use the theory of' six-dimensional division' to find that person; 3. Communicate with the guest and judge whether he can be a guest through his business experience and resume. From my personal point of view, the key to finding the right guests depends on the network resources. So you can make more friends and accumulate more contacts. After all the details in the early stage of the event are settled, it will soon enter the formal preparatory stage. At this stage, you need to constantly publicize your activities and attract as many people as possible to sign up for the competition. 5. Activity copywriting Activity copywriting is used to attract users to sign up. Good activity copy can attract more people to sign up. At present, there are two kinds of popular activity copywriting, one is a simple and rude version, and the other is a story introduction version. The simple and rude version of the copy is usually just a few words, and then the introduction activity begins. This kind of activity copy, the general reading volume will not be too high, but the advantage lies in its clarity and high conversion rate. There is also a kind of copywriting, which tends to be soft. Generally, it is introduced by inspirational stories, chicken soup for the soul or dry goods. Finally, I can't wait to give you an activity registration poster. This kind of copy is more suitable for publishing on the platform of cooperative promotion. However, no matter which of these two kinds of copywriting is used, an activity copywriting should include the following activities: By the way, if you register on a third-party registration platform, such as interactive bar and activity line, it is recommended to publish the activities on the registration platform in advance. Because the platform has to review the activity, the activity registration link can only be obtained after the review. 6. Active materials A salon activity actually needs a lot of materials. Basically, drawings and materials need to be made in every link and every period. Roughly as shown below. I usually do material deletion and expansion according to the activity type and team size. The most important thing is an activity poster, a live Yi Labao and a letter. In this regard, it is recommended that operators master some drawing and drawing skills. When the team has no designers or designers are busy, they can go into battle by themselves without being disturbed by the rhythm of time. 7. Once the activity registration and user maintenance activities are started, after the user registration is accepted, user maintenance will be carried out at this time. One is to know more about the users who come to participate in the activities, and the other is to make the attendance rate higher. At present, the common user maintenance method is to pull all users into WeChat group. However, if you take a unified registration platform, even if you leave a micro-signal, it may not be guaranteed that all applicants will add your WeChat. At this time, you can pull users into the group by sending text messages, making phone calls, asking applicants, etc. (because sometimes everyone signs up in the group). 8. The promotion of the whole activity has two most important parts, one is on-site implementation, and the other is promotion. Publicity and promotion have two major functions, one is to attract more people to sign up for the event, and the other is to let the industry notice that you have held a good event and raise awareness. Generally speaking, publicity can be carried out from the following angles: (1) Among them, it should be noted that: Outreach media platform publicity: This requires the person in charge and executor of the event to contact and select some media platforms with similar themes to their own activities for publicity. This kind of cooperation takes resource replacement as the best way of cooperation. Like the promotion of the activity platform, it is the same, and you need to take the initiative to contact. However, the activity platform generally charges more. Promotion of friends in the industry: it is recommended to choose friends who have certain influence and voice in the industry. Publicity of registered users: Generally speaking, users' social circles are relatively consistent. If registered users help promote the event, they can incite more people who are interested in the event. But it is best to use preferential methods, such as reducing the registration fee. Industry organizations and communities: find communities and organizations with similar themes and ask them to help promote or register collectively. Other ways: e-mail, one-on-one contact with WeChat, etc. , can try, there will be some effect, but relatively speaking, the user experience is not very good. 9. Communication and docking of all parties In fact, in the whole preparatory period of the event, it is basically to communicate and dock with guests, venues, partners and other parties. But in my communication, I found that many people like to procrastinate. They promised to give you something on Wednesday, but they haven't given it to you by Friday. This situation will greatly reduce your progress and efficiency. What shall we do? This is a simple method. Keep pushing. If it doesn't work, let your superior or the superior of the other party do it. Although the method is somewhat unkind, it can guarantee the progress. 2 Activity period: stepping on the spot, division of labor, on-site execution 1 1. Preparation before the event If the event is not too far away, you will usually go to the scene on the morning of the event. If the event is held far away, it is necessary to step on the field one day in advance. The main purpose of stepping on the site is to understand the site and do a good job in division of labor and site layout. After knowing the scene, you should debug the audio and other equipment, test PPT, test microphone, plan the scene, and know where the bathroom is. These details should be well controlled when stepping on the spot, so as to be aware of them. The second is to arrange the scene. Although it's a salon activity, it doesn't need to be too fancy, but it can be simply arranged to ensure the atmosphere and professionalism of the scene. Finally, the division of labor and implementation of the event site. A 200-person activity needs a person in charge, one is responsible for guiding, one is responsible for signing in, one is responsible for hosting, one is responsible for controlling the atmosphere, one is responsible for taking photos, one is responsible for shorthand and the other is responsible for standby. In that case, eight people are needed, but if there are not enough people, four people can do it. Because some things mentioned above can be staggered, one person can be responsible for more than two things. 12, the preparation for the on-site execution of the event has been so long, and the most important thing is the day of the event. If you do well in the early stage, it will be more labor-saving on the day of the event, just pay attention to some small details. For example: 1, the sequence of activities is very important. Offline lectures, conferences, salons and other activities are prone to noisy scenes, which need to be constantly maintained by a person who controls the order at the scene. 2. The atmosphere should be active. Doing salon interaction is actually very interactive, especially after a guest has finished speaking, the following users should be able to have feedback. In order to have interaction, the key is that the guests can throw stalks, and the second is that there must be a host who can mobilize the atmosphere. Secondly, we should pay attention to some small details that are easy to make mistakes or cause imperfections, such as giving guidance before the activity starts, so that everyone can find the venue quickly; After the last guest has finished speaking, the time of the next guest in PPT should be called out; The remote pen should be used by the guests in advance. You may not notice these details, but everyone who can participate in the activity will see them. After the activity: the activity summary and activity briefing are over, which does not mean that your activity operation is over. What you need to do at this time is to summarize and briefly describe the activities. 13, activity summary The purpose of activity summary is to summarize the experience and success or failure of the activity and help you do other activities more smoothly in the future. Staff who summarize the activities and can perform them on the spot will get together to discuss the mistakes and successes of the activities. You can also consult people who come to participate in the activity and listen to their opinions. The activities summarized in this way are more complete and comprehensive. 14. Who is the activity briefing for? One is for the internal leaders and colleagues of the company, and the other is for the sponsors and partners. Therefore, the content of the activity briefing should be: what the activity is like, what publicity the activity has done, which partners are involved in the activity, and how effective the activity is. Briefing should be conducted at a high level, highlighting the success of the event and satisfying all parties. These are some of my little experiences in doing a successful offline activity. On the whole, I think the following factors must be considered when doing an activity: the progress (rhythm) of the activity, the atmosphere of the promotion activity, the purpose and effect of the activity (such as income and influence), firmly grasp these four directions, and cooperate with me to provide 14 small experiences covering the whole cycle of the activity, so don't worry about not making a wonderful and successful offline activity.