Recently, my boss asked me to plan a marketing event, but I have never done it before and have little experience. Can anyone tell me what to do? Waiting

1. Clarify the industry level and find the key tasks of marketing activities

After some observations, the author found that marketing activities are also affected by the current level of your product in the industry. , there are also hierarchical restrictions on the activities that can be applied in each field. The industry level determines who you are in the minds of consumers? Does he need it?

For example: In an ordinary restaurant, in order to attract customers, you want to hold a VIP high-end banquet event, but few people will buy it. The reason is that in the minds of consumers, you are just a place to solve the problem of eating, which does not match the high-end feast in their minds.

So, when you understand the level of your product in the same industry, you should know which activities are suitable for your product. You can create a consumption scenario for your users that they want. If you want to learn more skills, I think Zhao Yang’s bidding training is very good and you can give it a try.

For example:

P&G and Vipshop jointly created a "Light and Shadow Art Experience Marketing", using the popular "Light and Shadow Art" as a breakthrough point to communicate with young people. In the Guangzhou CBD business district, a large-scale light and shadow pop-up store has been set up, allowing young people to take photos of blockbusters during the experience. If they want to be ##, they must show off.

As soon as the pop-up store was launched, it immediately became the trendiest and newest check-in spot in the city. Under the romantic projection screen and the flirtatious words of hot meat star Sheng Yilun, the girls' hearts in the audience were instantly aroused. Walking into the pop-up store, you will find that it is a natural "big show" inside.

2. What does event planning include?

1. The purpose of the event and its goals.

2. Activity time and theme.

3. The form and logic of the activity (you can draw a rough flow chart)

4. The promotion plan of the activity.

5. Activity content and process planning

6. Activity cost and output

The above part is a general list in the plan. It is also something that must be included. How to set the purpose of the activity and its goals depends on the author’s other article, so I won’t repeat it here.

Here I will focus on how to set the activity theme, because the theme is the first point to trigger consumers’ emotions. If the theme is too ordinary, users will find the activity unattractive and will not Pay attention to you.

How to set a theme to attract consumers?

This is a triangular framework for selecting themes. The core is that the theme should be generated based on the purpose and serve both enterprises and users. The specific applications are as follows:

1. The enterprise or brand has already gained popularity, and consumers have already recognized the brand.

In this case, the theme can be named directly from the perspective of the enterprise, and the subtitle can reflect the user's interests.

Example:

Main title: Highlighting the Double Eleven Global Carnival

Subtitle: Highlighting the type of event or consumer interests

Content : Promotional activities, the lowest price of the year

Main title: Highlighting JD.com 618

Subtitle: National Mid-Year Shopping Festival

2. Brand awareness is not high, consumption Consumers have no awareness of the brand

Main title: Crazy profit 50

Subtitle: All in-store VIPs can enjoy a one-time 50% discount

Consumers are concerned about the When the brand is unclear, discounts are usually the first attraction.

3. Brands have specific audiences and require a high-end tone

Example: Vanke new product launch conference

Highlight the role of consumers, with Dreams have high requirements for the quality of life, so the theme of the event must be consistent with consumer values.

4. The brand has a wide audience and the tone of the event should be more people-friendly

Associating the World Cup carnival with beer and creating a carnival bar festival like Meijiang Beer Festival can easily win the trust of consumers. recognized.

Tip: The topic can generally be set as the main title and subtitle, one is the main topic, and the other is an auxiliary description of the activity type, so that consumers can understand what kind of activity it is.

The above are some ideas when designing the theme. Of course, the key point is creativity, which requires the planner’s long-term accumulation of knowledge and insight into life and human nature.

3. Grasp the key points and make a good match

After talking about the topic, let’s talk about how to set up the content of marketing activities. The importance of activity content involves whether users should take action on this activity, or whether they should place an order to purchase your product. Generally speaking, the content should be set according to the activity type, and the content should be matched according to the key tasks.

For example:

The focus of a new product launch conference is to promote new products, so the content must be more attractive on how to promote new products, how to present them, and what effect to show.

What benefits can promotional activities bring to users, and how can they let down their defenses and consume emotionally.

Let’s take promotional activities as an example to see how to set up content

1. Package sales - Diderot effect

200 years later, the United States Harvard University economist Juliet Schroer proposed a new concept - the "Diderot effect", also called the matching effect, which means that after people own a favorite item, they will allocate items that match it. The phenomenon of psychological balance.

When you recommend a product to a consumer, it is bound to make him feel that it is unreasonable. He needs to purchase a complete package to achieve the ideal state. This means that your package is not just about products, but is service-oriented to provide consumers with more choices.

2. Collect benefits - psychological accounting?

Psychological cost

"200 off for purchases over 1,000 yuan" instead of "20% off for purchases over 1,000 yuan"? Which of these two statements do you think is better?

The first statement makes people feel that 200 yuan will be returned to me for the money I originally spent, which is a kind of unexpected surprise.

The second argument is that I have to buy 1,000 yuan to get a discount. My first instinct is that the discount is only after 1,000 yuan, so I don’t want to buy that much, so I feel like I’m being calculated for a loss.

Emotional benefits

For example, if you buy the same piece of clothing priced at 2,000 yuan for yourself, you may feel it is expensive and reluctant to buy it, but if it is a birthday gift for a loved one, , I might buy it without hesitation.

This is because users classify these two types of expenditures into different "mental accounts". Clothing bought for oneself is classified as "daily clothing expenditure", but buying for a loved one is classified as "favor or emotion" "Maintain expenditure", it is obvious that most users will be more willing to spend money on the latter.

3. Reference Selection - Bait Effect

There is an example in "Weird Behavior": Rapp is a consultant for a restaurant, and the restaurant pays him to plan this Regarding the restaurant’s menu and pricing, Rapp later learned a phenomenon: the high price of the main course on the menu can increase the restaurant’s profits even if no one orders it.

Advertising examples of subscriptions to The Economist magazine:

① Electronic subscription: US$59.

②Paper subscription: US$125.

③Electronic and paper subscriptions: US$125.

The price of subscribing to electronic and paper magazines is the same as subscribing to only paper magazines. Why do they provide such an option?

Experimenters provided 100 MIT students with Get the price list above and ask them about their purchasing options. When all three options were present, students chose the hybrid subscription; when the $125 paper subscription option was removed, students chose the cheapest option.

How to take advantage of this promotion? It is to find high-priced products among your products as inducements. Even if they cannot be sold, set up a bait in order to make your other products more attractive. Great value for money.

Two similar wardrobes, one originally priced at 1,800 and now priced at 1,500; the other originally priced at 1,600 and now priced at 1,500, which one would you choose?

So, if you want your target options to be more If it stands out, you might as well add a bait item to it.

There are many other strategies, such as loss aversion psychology, reciprocity principle, reference psychology, and social identity principle, which are all based on consumer psychology. It is recommended that you read some social strategies that influence consumer decision-making. Psychology books.