What are the preparations for the meeting?

The following is a summary of what Li Tienan, the marketing director of the new list, shared at the offline salon "Brand and Operation of Thousand Talents Summit". Please know that some of them are colloquial.

The sharer introduced:

Li Tienan, marketing director of the new list, joined the new list on 20 14. At present, he is responsible for the new list market, new list college, new list conference, new list national trip and other projects. In-depth research on new media, good at new media operation, short video, e-commerce live broadcast and other fields.

Content arrangement: active line

-? The following is the text? -

As a long-term activist, every activity tries to maximize the experience of the audience, guests and partners. In the process of continuous doing, we will accumulate word of mouth, and then the whole industry will form a certain cognition, and then through continuous output activities, we will continue to link with this group of people through activities and gradually accumulate potential energy. After the accumulation of potential energy, word of mouth and brand will gradually rise. Longevity+value output+time compound interest, you will unlock a thrill and joy.

The activity flow is mainly divided into six steps! Market research-activity formulation-activity preparation-promotion &; Recruitment-activity execution-activity recovery.

Please click to enter a picture description.

I. Framework of activities

1, activity purpose

This is the most important question before doing activities. Why should I do this activity?

1) Enhance the influence and strengthen the brand.

2) Policy release, such as the vitality meeting of today's headlines and the faster photosynthesis meeting of Aauto.

3) The sales company has a standardized meeting process, and there is no strict requirement on the information density of the meeting, but it emphasizes the mobilization of the atmosphere and has KPI indicators.

2. Market research

This piece is relatively simple. Since you can get in touch with some people in this industry by doing activities in this industry, you can basically draw a conclusion through face-to-face, online chat, questionnaire survey, consulting some old employees of the company, or watching the competition and competition activities in the same industry. You can verify this conclusion, you will understand the needs of users and know the trend of activities.

3. Determine the boundary

To understand why we should do this activity, basically there is a general layout.

Push back from now on, about how long the preparation period of this activity will take, for example, 30 days, and push back for 30 days from now on, depending on whether it is in the middle of the week or the weekend, half a day or the whole day, and the type of activity. Who can say? Who will listen? What is the purpose of this activity? There is basically a vague portrait. At this time, I haven't reached the individual accurately, but I know what kind of label it has and what channels it can reach.

At the same time, the border is very important! It draws some directions and knows what can and cannot be used.

1) The budget is different, and the whole border is completely different. Perhaps because of the limited budget, some venues will not be considered, and some teachers will not consider it.

2) The number of people and the budget are also closely related. The activities of 500 people, 1000 people and1000 people are completely different concepts.

3) The duration basically determines the number of guests. Everyone is keen on performing in the afternoon, which is relatively simple. It takes about 3 hours from 2 pm to 5 pm. 180 minutes. Basically, there are 6 guests and one guest for 25 minutes, totaling *** 150 minutes, with 30 minutes left, and some round-table forums can be added in the middle. The middle control field is not so strict, but the overall number of guests is inversely proportional to the sharing time. In addition, we should also consider whether the venue, meals and transportation are convenient.

4) Venue: 20 19 is special, so many large-scale activities cannot be held at 5438+00 from July to June. In addition, the Spring Festival is early this year, and many large-scale activities will not be held until the end of the year. In addition, many annual meetings will be held at this time, which will push up the cost of the whole hotel. You may go to the hotel two months in advance in previous years, but you must go to the hotel two months in advance this year. In fact, Beijing can accommodate thousands of people, and there are not many convenient places. Maybe it's cheaper in the west, cheaper in the south and more expensive in the north and east.

Through the above analysis, what kind of activities to do, then the general framework will come out, first define the whole side, and then refine it, there is also a process of communication and integration, so it is impossible to do these accurately at first.

Second, activities

1, confirm the theme

First, don't cause ambiguity.

Second, let everyone understand the value of the activity, so that users can know what you want to pass on to him.

For the activities in the industry, generally only the title of the guest is written, because everyone in this industry knows who he is, so it is needless to say what the guest is like and what he has done in the activity section. However, it should be noted that cross-industry activities need to be introduced by guests, because the audience comes from different industries and may also come from all directions. Through the introduction of guests, you can judge whether the activities are suitable for you.

2. Time and place

General venues are large venues and small venues. What city does the big venue refer to here, and the small venue is the specific location? For example, it is determined that an event will be held in Beijing at the end of 65438+February. Beijing is a big venue. How long can the big venues fall behind? If many foreign guests attend, they will book air tickets in advance and determine the venue half a month or 20 days in advance; If the event itself is attended by people from Beijing, it is OK to send a mass message to everyone one week before the event begins. ?

Generally speaking, weekends are better than working days, and Saturday is better than Sunday. But we should also consider the scale and impact of the event, not on Monday. There are often many meetings on Monday, so it is difficult to leave.

Afternoon is better than morning: try not to hold activities in the morning. Afternoon activities will be slightly delayed due to the opening time and ending time, such as 1: 30 to 6 pm, which can accommodate more guests and information, which is more efficient and saves money.

In addition, the movement of venues in large-scale activities is also very important. From the perspective of "Xiaobai" users, don't take it for granted. It is necessary to consider the direction, route, congestion nodes, and booth spacing and direction to avoid "cold booths" (booths where people can't flow past).

The venue had better be "backward". The screen and the entrance are not on the same side. Don't enter from the front door to prevent the audience from crossing and blocking the line of sight. Set up fences in advance to avoid distractions. We have done a lot of activities, and basically have a look at this site, and the whole construction plan will be available. You will know where to put the sign-in desk, where to put the entrance, where to put the screen, where to put the stage and where to put the console, which is basically quite clear.

3. Identify key communication nodes

If a 500-person event is held on June 5438+ 10, first of all, it is necessary to confirm whether the event is free or charged, because the attendance rate of free and charged is different, and it is necessary to calculate according to the attendance rate, how many people need to register and how many people arrive at the scene. According to the resources at hand, push backwards. For example, an activity can be reported to 60 people once and needs to be pushed 5 times. Nodes that are pushed five times may be pushed twice a week or once a week. Push it twice a week, possibly through different channels, once with the official WeChat account and once with the poster, so that the nodes of communication basically come out.

According to some big events in the whole industry, such as double 1 1 or others, some nodes can be predicted, which are staggered and do not grab traffic with them, according to some special habits of people in the industry. Let me give you an example here. For example, in the live broadcast industry, the live broadcast industry will send posters, which may be sent at two or three in the middle of the night or four or five in the morning. The effect is particularly good, because in the live broadcast industry, it will be broadcast live until one or two in the morning, and then recover with the team before going to bed. According to these, the specific communication time will be fine-tuned.

The material is the publicity materials of the activity, such as posters, main vision or the background of the guests, which is similar to some materials in communication. These materials are conducive to recruitment or publicity.

4. The problem of information portal.

As the person in charge of the activity, at the beginning, we should set the theme, the framework, the tone and the boundary. When we cooperate with foreign countries, we are most afraid of meeting one thing and several people at the same time. Generally speaking, when we do activities, we will first make a rule in the group: we will designate a general manager in the company, who is not only the node of internal information summary, but also the export of external information, so as to ensure that all information in and out of the company has one person, and at the same time synchronize to the group and collaborative tools to avoid information differences. An activity needs teamwork, and everyone is responsible for which piece. Generally, a text needs to be formed and synchronized to all partners. In short, the soldiers are divided into several ways, and each has its own duties.

5. Collaboration and transmission of information

This is particularly important, especially for cooperative activities, such as multi-party sponsorship and government guidance. This kind of activity is very difficult. It is suggested that there should be no more than three co-sponsors of an activity. If there are more than three co-organizers, it will be particularly troublesome, because everyone has different cognition and needs for the event.

Cooperation activities should be as simple as possible. At the beginning of the activity, it is necessary to clarify the responsibilities of both parties. What do you have the right to decide? I just want to inform you that I will take full charge of other things, otherwise I will definitely be forced later, which will involve a lot of time and energy to deal with this matter. This is external. Internal words are the same logic. For example, there are more than 30 guests, especially the press conference. The number of guests may be five or six. Guests are divided according to the plate, and each person is docked with several guests.

Some guests can't come to dock in person, usually by the brand leader or assistant, which will involve the transmission and coordination of information. It is necessary to use some tools to prevent the attenuation of information in the process of transmission, such as graphite documents and Taoist notes. You can choose which one according to the internal situation of the company.

Third, the guest related

1, invitation list

After the theme of the activity is determined, let's have a brainstorming meeting together and then tell who you think is the guest. Everyone can write on the blackboard. After writing, use the exclusion method, add first and then subtract, and then exclude all inappropriate guests. For example, I will recommend this guest. Why should I recommend this guest? Where is this guest? What have you done this year? Which one should be particularly good?

There are two guest modes, one is to do well and the other is to speak well.

If you do it well, you must have practical experience, because what you have done in the actual process is different from what you have not done. If you do, you can tell some important details, but it may be ignored by others, so it is rewarding for people in the industry. This is called dry goods.

Although some guests have never done it, they have been observing deeply in the industry, and their expressive ability, aura and rhythm are particularly good, and they speak very well on the stage, but such people are rare.

There are still some people who do well, but when they get on stage, they are very nervous, and they can't express themselves completely. I suggest that you don't invite such a guest, because he may do better, but if he can't speak on the stage, he will actually get nothing from the audience and feel embarrassed at the scene.

2. Guest invitation

Be clear about these things: where to do an activity of how much scale and how long will this activity last? Who is the guest? Who are the guests on the same stage? From the guest's point of view, what value does this activity have to him or his company? In the process of invitation, these things must be clearly expressed, made into PPT or text, and passed on to each other.

In some activities, the guests invited in the early stage will write a lot of special guests at the big coffee table, but they can't come in the end, which is particularly bad for the audience. Especially in ticketing activities, the audience may just buy tickets for 1 or two guests and want to listen to him. In the end, they will find that the two people they want to listen to didn't come at all, and the scene is particularly embarrassing. There will be refunds or other unnecessary troubles in the follow-up. Please be sure.

3, the guest information collection

Invited guests usually ask for guest profiles, titles, photos, success stories and demonstrations.

A presentation about the guests. Many guests may not provide a demonstration, but if it is a dry goods charging activity, especially a guest from a different place, he will generally be asked to provide a demonstration, discuss a topic in advance, and record a video of 10 minutes. Through the video, you can see the image, gas field, expression habits, logical framework, language rhythm and so on of the guests. And have some overall understanding, which is helpful for later judgment.

4. Guest PPT

1) time: the PPT of the guest must be knocked to death before the deadline. We must speed up the deadline. According to industry experience, there are always 1-2 guests who are late for PPT, so there should be room for later adjustment.

2) Version: Remember the number, develop good habits and avoid version errors. The transitional version must be deleted because some hosts will put the old version on it. Generally, at this time, guests don't change much, but some guests have poor psychological quality. Once the ppt is found to be wrong, they will directly confuse the audience on the stage or make the problem public. "PPT is misplaced, can the organizer change it for me?" At this time, it will be extremely embarrassing.

3) Volume: PPT should be as small as possible to prevent crash. If there is a video in it, remember to pick it out and save another copy. During the activity, pay attention to make an appointment with the guests in advance. In case of an operational error, sending a signal directly on the stage "Please ask the staff to help me play the video" will not affect the whole meeting process at all, and the whole experience will be lossless for the audience.

4) Content: There must be dry goods and methodologies, especially those that can be reused and transplanted, such as some data, analysis and prospects of the forefront of the industry, the summary and sublimation of personal inherent successful experience, and some detours and pits that are important in the past, but some details that will be ignored by others.

5) Golden sentences: These are called golden sentences and photo points, which is why when some people talk about it to a certain extent, people can't help taking photos with their mobile phones, which may be emotional, informative and difficult to digest in a short time, or a philosophical life motto that is very suitable for making friends, or a mode of thinking, and many people will take photos and keep them, thus forming a second spread.

5. The length of the speech

Some guests have little experience in attending the meeting. They clearly agreed on a 20-minute speech time and finalized the theme and outline of the speech, but he threw out a 60-page PPT. At this time, it is necessary to communicate with the other party, clarify the logical framework of PPT, greatly reduce it, and control the length of this step. In addition, during the on-site execution, there are countdown screens, countdown cards, background music and other signals to remind guests to pay attention to time and control the rhythm of activities.

6. Guest reception

Guests' air tickets, hotels, pick-up, accommodation, catering, SMS notification, attendance notification, welcome delivery, and guests' gifts are actually very detailed, so we should learn to "round up" them one by one. Generally, we will give the guests two documents. The first one is mainly used for the early docking, what information the guests need to submit, what they need to do, etc., to confirm the theme of the speech and what they need to do. The second document is mainly about the details of guests' machine wine, pick-up, hotel check-in, dining, rehearsal, sitting posture, playing order and whether PPT is open to the public.

7. Guest rehearsal

Rehearsal is very important, even if the guests don't have a particularly long time after they arrive, even if they have five minutes, it is very useful.

1) familiar with the site: where is the general location? Know where the entrance is, then where to stand, where to locate and take pictures. Are you holding Mike or wearing it?

2) The location and countdown of the reminder: tell the guest that there is a reminder, then prevent the guest from looking back at the screen, and tell the volunteer where to remind the countdown with a sign tomorrow, and pay attention to the signal prompt.

3) Attendance notification: Generally speaking, the principle is to wait for the last one and notify one. You can arrange a sofa in the nearest console, so that guests can wait for the venue in advance, configure the headgear in advance, inform some precautions and cheer up.

Fourth, the site construction

1, builder's choice: professional and reliable. Working with professionals can save a lot of energy and energy, and professionalism is reliable. How to evaluate, first look at the case, and then look at the professionalism and attitude of the other party in the communication process. The two sides have a running-in process, and it is best to cooperate with a company for a long time to understand your demands and work style.

2. Construction scheme: There are many factors involved, which will not be expanded here, mainly including big screen, stage, lighting, booth, on-site sign-in, interactive space, interview room and so on.

Verb (abbreviation of verb) activity to attract investment

1, investment principle

In short, cast a wide net and focus on fishing. Generally promise 80%, surprise 30% later, and collect a little in the early stage. Don't make unrealistic promises to attract investment, otherwise disputes will easily arise afterwards.

Be sure to find ways to meet the core demands of customers, and make it clear in advance if you can't meet them. If the customer can accept it, we can continue to talk. If the customer can't accept it, we can stop here, or balance the interests of all parties and take a step back.

2. Customer source

1) Grasp hot spots and new opportunities. For example, this year's short video live e-commerce is quite popular. If a short live video conference is held, these companies will definitely have demands and want to make a lot of exposure in the industry. In this case, the value provided by this activity and their needs are a point of convergence, forming a bond, then this may become your customer.

2) We will do some activities every year, so we will leave some customers. In fact, these customers may buy again. These customers should pay attention to maintenance.

3) Who is the sponsor of the competing companies in the industry? The other party may also have the same needs, because the whole user population is relatively consistent, indicating that the other party has pointed out a way for you.

3. Integrate resources

Integrating resources, event sponsorship is divided into two parts, one part is its own event resources, such as some offline booths, live video broadcasts, speeches on stage, participation in round tables, awards, hosting population broadcasts and so on. The other is the company's resources. Many companies sell advertising space promotion and information flow packages to customers. In short, tap customers' needs and meet them within their capabilities.

Sixth, active communication.

1, user portrait

Who are the users you want to attract? Where is he? Through what channels to contact and how to attract him?

2. Media cooperation

The communication plan should form a document. Package a, package b, package c, what can I offer? Then the other party will match according to your resources. Identify your own resources and resources that can be linked. Before looking for someone else, think about why others will help me and what rights I can provide to others. In the end, both sides must win, otherwise the occasional help is temporary and won't last long.

3. Stones from other mountains can attack jade.

Registered viewers can use some tools to generate personalized circle of friends posters in batches, which is convenient for each other to bask in their circle of friends and enable scattered personal circle of friends to gather together. Although the amount is not large, the conversion rate is relatively high.

4. WeChat group: the red envelope was bombed, the group was named, and the group owner was active.

This point is relatively simple, so I won't go into details. The point is: attract attention, otherwise it will be useless.

5. Activity platform-activity line

Seven, ticket purchase and sign in

1, tickets are free or charged.

Collecting tickets can increase income and raise the threshold for registration. The quality of the audience is a little higher, but considering the influence of the organizer, the coffee table of the guests, the local consumption power, the hot topic and so on. Free activities are a good move, but the attendance rate can't be controlled. In addition, free activities are easily influenced by the external environment, which is generally about 50-70%. If you hold an activity for 500 people, it's all free. If the attendance rate is 50%, at least 1000 people can guarantee this.

2. Check-in time and tools

If the check-in time starts at 9: 00 in the morning, for example, few people check in before 8: 30, and the peak time is from 9: 00 to 9: 30. The peak sign-in time is when the activity is near the start time. The huge flow of people in a short period of time will cause many problems, which need to be prevented in advance. We need to think about whether the check-in space is open, whether the check-in channel setting and check-in process are reasonable, how the check-in efficiency is, whether the check-in personnel are trained, whether the check-in tools are tested, and whether the check-in materials are ready. These factors will affect the check-in process, lead to complaints from people behind, and affect the opening of activities and user experience. Someone at the scene must dare to make a decision, dare to take responsibility, make a quick decision, don't be indecisive and deal with the problem quickly.

Eight, the key to implementation

1, grasp the big and put the small.

Rehearse all processes for more than three times, so that the relevant responsible persons are very familiar with the process of this activity, such as the participants of the construction party, the host, the Taiwan control party, the part-time responsible person, the etiquette responsible person, etc. If it can't be realized, let the other party know the approximate time node of the link he is responsible for, and who to talk to if there is a problem.

All the icing on the cake comes from the usual preparation, so don't improvise on the spot. As long as the prepared things can be made at the event site, there will be various emergencies at the scene. We should focus on the big, let go of the small and solve key problems. If we have the energy, we will deal with minor problems, otherwise we will put them on hold first.

2. Risk management

From the initial registration to the venue, guests, audience and equipment, there are actually many accidents. As everyone said just now, there is a process of "releasing" and a process of "receiving". In the process of "releasing" and "receiving", many lines have various risks. For example, a guest agrees to come, but can't come temporarily; For example, what if 1000 people's venues are not registered enough? Then how to calculate? What should I do if there is a sudden problem with the field equipment?

In order to cope with these potential risks, in the early stage of the activity, we must dismantle all links, analyze key elements, make preparation plans, keep practicing, reproduce problems, make scenarios, and then design solutions to minimize risks. The risk cannot be eliminated, but it can be reduced. ?

Nine. Active recovery

All activities should be resumed every time, which is also a process of "choosing good and obeying, choosing evil and changing". From the perspective of reference, the good will continue to carry forward, and the bad will be abandoned. This is also a process of mutual encouragement, mutual learning and continuous improvement. There is a principle "PDCA", also called "pdsa", which is a quality control process, P is a plan, C is an inspection, D is an implementation, and A is a recovery. Think about the plan before doing it, constantly optimize the iteration during the process, and finally improve the reflection and continue the next cycle.

Everything should be recorded by a special person at the meeting, written down in black and white, preserved and accumulated, and gradually formed into a SOP manual, which can also be used as internal training materials.

This is probably the most comprehensive guide to large-scale activities ever. Behind every successful activity is every detail, but "what you get on paper is so shallow that you never know what you are going to do"? These experiences still need to be applied in practice. I hope you can also make a successful event!