What are the methods of publicity?

Event promotion also requires the use of these external channels for promotion to gain exposure and registration, which are generally divided into free and paid.

Free channels

The free channels here refer to using event content or planting event information to publish on some free platforms to gain exposure and registration for the event. Currently Commonly used channels mainly include the following six types:

1. Q&A Marketing

The current Q&A platforms mainly include Zhihu, Baidu Zhizhi, 360 Q&A, Zhihu, Wukong Q&A, etc. Set up several groups of questions and answers based on your own activities, and answer or ask questions on the above platforms. On the one hand, you can increase the exposure of the activities, and on the other hand, you can answer some simple questions from users.

2. Encyclopedia entries

The main encyclopedia platforms include Baidu Encyclopedia, Wikipedia, Sogou Encyclopedia and 360 Encyclopedia. Baidu Encyclopedia has the highest weight among all Baidu products, ranking higher than Baidu. Know, Baidu Library, and Baidu Experience are all at the top. If an encyclopedia can be established with the name of the event, the influence of the event will be greatly improved. Of course, not all activities are suitable for this method. Generally, those that have a certain influence in the industry, or industry conferences held once a year, can try to create encyclopedia entries.

3. Social platform promotion

Mainstream social platforms mainly include QQ, WeChat, Douban, and Tieba. When publishing information on the above platforms, you must prepare copywriting in advance and publish it on social platforms. If it is QQ and WeChat, it has been published mainly in the group. Add some groups related to active users in advance and publish activity information without violating the group rules. If it is Douban and Tieba, you can publish it directly with the copy we have prepared. post.

4. Video platform

Video is also a good promotion channel. Currently, the better video platforms include Tencent Video, iQiyi, Youku, etc., which can edit or edit previous event videos. Publish directly to the above platforms, this form allows users to understand the event more three-dimensionally.

5. Short videos

The live broadcast of short videos has become extremely popular in the past two years. The users of Douyin and Kuaishou have exceeded 100 million. Of course, you cannot miss these two platforms when promoting events. , embedding event content into short videos and then uploading them to these platforms is also a good promotion method.

6. Activity Platform

Because the users of the above five platforms are not very accurate, it is possible to obtain activity exposure, but if you want to get good registrations, you need to publish it on the activity platform For activities, such as "Activity Tour", the users of these platforms are all users who have participated in the activities. Compared with other platforms, these users have a certain understanding of the activities, and the promotion effect is relatively good.

Paid channel

Paid channel mainly means that the organizer allocates part of the budget to advertise on some platforms, and obtains exposure and registration through paid activities. Currently, the commonly used delivery platforms are as follows:

1. WeChat social advertising

WeChat social advertising mainly includes WeChat post ads and Moments ads, and payment is in the form of CPM. Billing, the price per thousand impressions ranges from 120-180 yuan, and is delivered in the form of short videos and pictures. Targeted delivery is supported by regional targeting, label targeting, and precise targeting. Registration can be added to the advertising landing page. The link is used for user registration, and the exposure effect is good.

2. Tencent social advertising

Tencent social advertising refers to advertising on all Tencent products except WeChat social advertising, including but not limited to QQ Space, Tencent News, and mobile Tencent. , Tiantian Kuaibao, Tencent Video and Youlianghui (Tencent Advertising Alliance) and other Tencent products and partners. Due to the different attributes of users and platforms, Tencent social advertising is suitable for advertising in games, education, entertainment and other industries.

3. Today’s Toutiao Advertising

Today’s Toutiao supports regional targeting and interest-based promotion. Today’s Toutiao puts a “label” on each user in the background. Based on these “tags” "Tag" to deliver ads to users. The effect of advertising is relatively good. It supports three delivery modes: CPC, CPA, and OCPC. It is a good channel for obtaining active user leads.

4. Baidu bidding

Baidu bidding is relatively expensive, but it is also the most accurate. Users who click through are usually users who are interested in this activity and can get High-quality users, suitable for events with higher ticket prices.

5. Sina Weibo Fan Pass

Sina Weibo is very suitable for entertainment activities. You can push Weibo to fans who follow a certain user. The price is relatively cheap. The content on Weibo Add an event registration link on the website, interested users can click to register, and the effect is relatively good.

6. Tweets on WeChat public accounts

Push the event copy on some relatively vertical public accounts, and add the registration QR code or registration link in the text, because the WeChat public account Users have a certain degree of loyalty. When the users are relatively accurate, coupled with high-quality copywriting, a very good conversion effect will be achieved.

7. KOL promotion

Find some industry-related opinion leaders or big names, and use them as endorsements for promotion. It is a communication based on trust, and the effect is also quite good.

8. Promotion of event platform

Most users on the event platform have participated in events and have a certain understanding of the form and process of the event, especially those who have participated in similar events. users have a 20% chance of signing up for this event. There are many forms of advertising provided, mainly including resource slots, emails, and text messages. For example, the resource positions provided by the event row include "banner positions", "strong recommendations", etc. "SMS" and "email" support the organizer to provide user portraits, and then match them with the "user tag" of the activity row for precise delivery. The effect is the above channels Incomparable.

Internal channel owners are operating, and external channel owners are promoting. Free channels are suitable for exposure, while paid channels are suitable for acquiring new users or registrations. Due to different industries, the effects on different platforms are also different. The organizer needs to try more to summarize!