How to plan effective marketing activities?

As an important part of marketing, event marketing is often widely used in marketing activities. Its essence is to show the professional corporate image through space, speech, exhibition, experience and other all-round forms, and to tap the sales intention through contact and interaction with the target group to carry out hidden sales.

So how to do an activity well? Mastering five key points can make a perfect marketing activity!

▌ First of all, communication is in place and the purpose of the activity is clear.

In fact, leaders are most aware of the company's strategy and the future direction of products, and what is the purpose of this activity? It is important to communicate and confirm repeatedly before the activity. Different activities determine the time, place, invited guests, publicity channels, site layout, link content and other details.

▌ II. Preparation before activity

1. Set the theme

What is the purpose and expectation of the activity? Product launch? Technical exchange meeting? Customer appreciation meeting? Fan meeting? Or offline big 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? The celebrity effect of sharers can be used for reference!

Set time

Weekdays or weekends? Before we set up the salon, we also struggled with this time to see the nature of the event. If it is closely related to the work of inviting guests, it can be set on a working day. If it is a fan meeting, the big coffee micro-class will improve personal skills. It is recommended to choose a weekend with refreshments, and the attendance rate is basically quite high. Choose the time and try to avoid stepping on hot spots and holidays, because considering the later publicity, if it is hot spots and holidays, there will be a lot of news about hot spots in the same period, which will dilute the publicity effect and exposure of this event. If the brand itself has its own hot spots, then talk about it!

Set location

Small salons, start-up cafes, joint venture spaces, incubators, etc. They are all suitable choices, with low cost and easy to create an atmosphere on the spot. If it is a large-scale product launch conference with thousands of people, it may be necessary to choose a more formal and wide venue, and choose a suitable venue according to the scale and nature of the event. At the same time, it is very reliable to promote activities and invite speakers or audiences with the help of the popularity and resources accumulated by the site for a long time.

Make an appointment with guests

Hug your 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. Guest invitations can be posted to event registration platforms such as event banks, interactive bars and douban. For invitations, you can assign tasks to the sales department to invite guests. You can also entrust media and other activities to invite guests. Guests must be highly relevant to this event, and they can become partners and potential customers, or they can bring their own traffic to help promote publicity.

5. Activity flow

How to arrange the opening, climax and finale of the event, how to insert 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. At the same time, many times the guest lectures will be overtime, so we should prepare a time reminder board to remind them.

Making material

Sign-in and hand-gift, H5, poster, long circle of friends, invitation letter, guide map of the venue, EDM, SMS and telephone invitation terms all need to be carefully prepared and designed. The design should be started as soon as possible, and some flexible time should be reserved 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.

7. Registration channels

You can post relevant information through the company's third-party channels, such as WeChat, community, activities, interactive bars, 3 1 meetings, carrier pigeons, etc. However, it is recommended to use the same registration portal, such as adding the company's WeChat customer service MM, forwarding the circle of friends, inviting others to pay attention, or directly submitting the registration information, preferably including key information such as company, name, position, telephone number and email address, so as to facilitate follow-up contact. It is more important for traditional industries and particularly important guests to submit paper invitations. Others can use electronic invitations, which will be more convenient and quick.

Make a budget

As an operation, we should be familiar with the expenses of general activities. 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. Generally speaking, 10% of the budget must be reserved for the most unexpected accidents.

▌ III. On-site activity arrangement

1. Define the division of labor and responsibilities of employees.

Make a clear work division table, and the responsibility lies with people. You can't say vaguely who is in charge of a certain module, but you should list every detail of the work and determine it. Face-to-face communication 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.

Step 2 grasp the details

Details are the key to the success or failure of the whole activity, such as whether the links are connected smoothly, whether the words used by the host are wrong, whether the table cards and location arrangements of the guests are wrong, whether the accommodation, food and beverage transfer and other links are in place, and if there are many people, medical security issues also need to be considered, including typos and homophones in PPT, so whether every detail is put in place is related to the audience's evaluation of the activity. Whether some unexpected situations have been properly considered, such as how to arrange seats when the number of people exceeds the expected number, whether there is a backup plan for the temporary failure of the on-site equipment, whether the PPT and rehearsal of the speakers need to be arranged, etc.

▌ IV. Activity promotion

Activities also belong to the category of event marketing. The input cost should be at least 80 thousand to 90 thousand, and at most tens of millions. To maximize the value of this activity, we need to use the power of public relations and promotion, not only to influence the guests present, but also to convey the information to the partners and potential customers who are not present. It is divided into three parts. Part of it is social communication, including its own new media platform, Shuangwei, and tweets such as UC, Today Headline, Zhihu, Douban, Baidu News, ZAKE Pan-media Platform, KOL Large, and Community. The second part is media channels, such as media promotion and layout, including information APP, Tencent, Sina, Netease, Sohu, Baidu and so on. , online media, party and government authoritative media endorsement, etc. The third part is the video communication platform, and both short video and long video communication channels should be covered.

It is best to publicize after the conference on the day of the end of the event. If there is not enough manpower, you can arrange to release it the next day. If it 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.

▌ V. Activity summary

After the activity, we need to make an activity report, sum up the experience and lessons, quantify the results of the activity into a graphic form, and count the ROI and return on investment of the activity. Data dimensions can include: number of participants, number of interactions, number of applicants, arrival rate, number and information of late return visits, number and information of inquiries, activity budget control indicators, activity exposure, active communication breadth, number of media reports, official WeChat account data, activity ROI and community data.