Grasp three key points and plan a perfect conference marketing activity.

Conference marketing activity is a common operation mode in activity operation, so what are the main points of this operation mode? The article shared this. As an important part of marketing, conference marketing is often widely used in marketing activities, especially for B2B enterprise marketing. The essence of conference marketing is to show the professional corporate image, tap the sales intention and carry out hidden sales by locking the target customer groups, through all-round forms such as space, speech, display and experience, and through contact and interaction with the target groups. At the moment when the operation work is more and more subdivided, conference marketing belongs to the category of activity operation, which usually has several forms: salon, conference and exhibition. This requires operators to formulate corresponding activity plans according to the marketing objectives of enterprises. Next, I will illustrate the key points that different forms of conference marketing activities should grasp through several examples! Highlights of conference marketing activities 1. Communication in place, really understand the intention of the leader. In fact, leaders are the most aware of the future direction of the company's strategy and products, so it is very important to communicate and confirm repeatedly beforehand. For example, the CEO of a mobile medical startup company said that the company's health cloud platform was about to go online, and several media were invited to hold a press conference to increase the exposure of hardware +web platform +APP products and quickly introduce them to the market. So, I think, the leader said that Shanghai is the place to choose, and it should be tall and choose a five-star hotel to hold a high-end conference. So I quickly invited several suppliers to start activity planning and made a comparison plan for four suppliers. The result can be imagined, and it hit a wall. The CEO doesn't want a luxurious stage, after all, the boss wants to use every penny to the extreme at the start-up stage. An entrepreneurial coffee shop, some prospective investors, enterprises and industry media have in-depth face-to-face exchanges to see how the market reacts to this product. This is what the boss wants. Therefore, before the event planning, the operator needs to communicate with the leaders repeatedly. Before communication, we should make plans for PlanA, PlanB and Planc in different venues, different themes, different exhibition forms and different steps, and clearly list the expected audience and the achieved results of each plan. After in-depth communication with the leaders and determining the direction, you can get twice the result with half the effort. 2. Clear the purpose and present the core content in the best way. This part takes the exhibition as an example. At present, industry summits and forums are important forms for peers to display their brands and communicate with the industry. Usually, a group of manufacturers and service providers will gather to give a keynote speech on a certain topic and set up a corresponding sponsor booth. At the same time, the target customer groups will visit and exchange on the spot. Therefore, as an exhibitor, the key points of planning are: exhibition hall, speech, booth interaction and media exposure. Judging from the design of the exhibition hall, taking Alibaba Cloud Exhibition Hall as an example, the exhibition hall is fully customized, with logo exposed on three sides. At the same time, it highlights slogan+' s "for immeasurable value". There are different product divisions and demonstration experience areas in the exhibition hall for visiting customers to experience. Alibaba Cloud booth for big brands, because the budget is sufficient, they usually choose customized exhibition halls and design unique booths that meet the product positioning and characteristics. Usually, this customized booth will be particularly "amazing" in many standard exhibitions, attracting attention, and the natural exhibition hall will be crowded. However, for ordinary enterprises, especially those in the initial stage, there may not be enough budget to customize the booth, so when choosing the exhibition, we should pay attention to several details: 1 Planning ahead of time, usually the exhibition is based on the signing date, and the earlier the exhibition is, the priority is given: as an operator, you can plan ahead of time. If you decide to participate in the exhibition, you should communicate with the organizer as soon as possible and reserve a place, usually the entrance, exit and fork. Try to choose a superior position according to the guide map of people flow. 2. The standard exhibition can also create new ideas: usually, the standard booth is selected, which saves the design and construction of the exhibition hall. At this time, the background display board is very important. Usually, the background board display content+Yi Labao+brochure is a set of materials, and the theme and style must be unified. The exhibition board is the summary of the summary, Yi Labao is the display of key contents, and the brochure is a complete introduction of the company's products as a whole. The background board shows that major brands, new products, new functions or comprehensive solutions can be selected. Can be combined with the nature of the exhibition. If all the customers we visit are from a specific industry, we can make corresponding solutions for customers in this industry, decide the display style according to the characteristics of customers in this industry, and deepen customers' impression of this industry. Usually, the exhibition is also a good opportunity for the company's official WeChat account to gain popularity, and it can be combined with colleagues in new media operations to do a small booth interactive activity of "attention and surprise". After scanning the code, we can enter an H5 animation and social media to get a beautiful gift. The setting of interactive links and the choice of gifts determine the goodwill and participation of customers in this interaction, so it needs very careful preparation. Standard booth 3. Keynote speech to enhance customer awareness: At present, industry exhibitions or summits are usually combined with booths and forums. If the budget is sufficient, or there are people with IP effect in the company's leadership, it is recommended to choose the corresponding sub-venue to give a keynote speech. Because on the one hand, speech can give customers a strong enterprise with dry goods to share; On the other hand, after listening to the sharing with the intended customers, we can enhance our awareness of the products. The content of the speech is also operational planning. Try to produce dry goods, which can be an industry insight or an in-depth research result of the company in a certain field. It is best to speak with a lot of data, because the data is the most convincing, which naturally leads to the company's new products in sharing and expounds the benefits and commercial value that can be created for the enterprise. Excellent speech skills, stories, jokes and Amway products can be greatly recognized by the customers present, and after the end, it can also attract a wave of people to the booth to experience the products. Third, grasp the key processes, formulate emergency plans, and make a meeting marketing plan, all in the first, middle and last stages. Different types of activities have different requirements for the three stages of work. This part takes the self-run salon as an example to illustrate: 1: Pre-preparation theme: What are the purposes and expectations of holding the salon? Customer appreciation meeting, fan meeting, or offline coffee sharing. According to the nature of the event, formulate the corresponding theme. Who usually highlights the theme? What is the theme of brand exposure and sharing? Who will speak? Celebrity effect of sharers. Time: weekday or weekend? Before we set up the salon, we were once obsessed with this time, or we looked at the nature of the event. For example, the sharing of the six modules of human resources held by hr Cafe was arranged on weekdays. We sent a formal invitation email to the registered hr and listed the main points of sharing. As an industry exchange, you can apply to the company for field work. If it is a fan meeting, the big coffee micro-class will improve personal skills. It is recommended to choose the weekend and have refreshments. The attendance rate is basically quite high. Location: Small salons, venture cafes, joint venture spaces and incubators are all suitable choices, with low cost and easy to create an atmosphere on site. Choose a suitable venue according to the scale of the event, and at the same time make use of the popularity and resources accumulated in this field for a long time, and * * * is a very reliable cooperation with promotion activities, speakers or audiences. Personality: Holding thighs. Try to mobilize resources to find big coffee. It can be found through acquaintances, communities and circles. And clarifying the purpose and direction of the salon can bring benefits to big coffee, such as getting to know a group of big coffee in the industry, and the dry goods and excellent speeches of big coffee can greatly improve the activity. Process: how to arrange the opening, climax and finale of the event, how to intersperse some episodes in the middle, the time control and content structure of each speaker should be carefully arranged to keep the audience highly focused. For emergency handling of emergencies, it is very important to choose an experienced host with strong on-site control ability. Materials: Sign-in and gifts, H5, posters, long maps of friends, letters, guide maps of the venue, EDM, short messages and telephone invitation terms all need to be carefully prepared and designed. The design should be started as soon as possible, with a certain amount of flexible time to prevent accidents, and there is still time to adjust. For the preparation of gifts, some enterprises will have customized mascots or surroundings, which can be given as gifts or cooperated with other enterprises as appropriate. This business can be decided according to the budget and the nature of the activity. Registration channel: you can publish relevant information through the company's Weibo, community, activities, interactive bar, 3 1 conference, carrier pigeons and other third-party channels, but it is recommended to use the same registration portal, such as adding the company's WeChat customer service MM, forwarding friends circle and other people's attention, or you can directly submit registration information, preferably including key information such as company, name, position, telephone number and email address, so as to facilitate subsequent contact. Budget: As an operation, you should know the expenses of general activities like the back of your hand. Compared with the budget, it is too little, and it is difficult to add it later. The budget is too high, and the leader may cut a lot. Reasonable market quotation and appropriate surplus are the prerequisites to ensure the activities to be carried out as scheduled. 2. Clear division of labor among personnel performing activities: a clear division of labor table has been formulated, and the responsibility is implemented to people. You can't vaguely say who is in charge of a module, but list and determine every detail of the work. Communicate facetoface again before opening, whether the work tasks are clear and definite, and whether the emergency backup plan is ready, so as to avoid execution deviation due to ignorance of the tasks. Pay attention to details: details are the key to the success or failure of the whole event, such as typos and homophones in PPT. Baidu PPT has been deeply impressed so far, so whether every detail is put in place is related to the audience's evaluation of the event. 3. Post-publicity, the shorthand of the next preview is the key to release after the event. Many audiences hope to get dry goods information after the event, so the summary draft of the event after the meeting depends on the completeness of shorthand. It is best to release publicity after the meeting on the day of the end of the event. If there are not enough people, they can be released the next day. The so-called strike while the iron is hot is the truth. If the salon is continuous, you can also take this opportunity to make a preview of the next issue to inform the audience to continue to pay attention to the dynamics. The summary on the activity execution summary table stems from many years of conference marketing experience. An excellent event operator needs a holistic view, excellent communication skills and excellent overall planning and execution capabilities.