Overview of event & planning marketing process

Time: 2016-3-20 Organized by: Katsy

? An idea of ??event planning

Five elements of event planning

Things to note in event planning

Several major components of planning copy

2. Event planning process

Event planning process

Event planning Reasons

Effectively combine reasons and products

Event publicity and promotion

Three award settings

Four planning examples

Planning Examples and Analysis

Collection of Planning Forms

Five Live Room Competitor Event Planning

Six Thoughts and Summary on Planning

1. Demand: the needs of both parties (the purpose or reason for the activity)

There are three levels of demand in development: business needs, user needs and functional needs, etc.

Define project goals: project deliverable results; set the final deadline for project development; quality standards that the deliverables must meet; cost limits that the project cannot exceed, etc.;

Define the project Prerequisites: whether the project requires other personnel; whether the project has the required resources; how important the cost is to the project, who has the right to increase the project budget; whether the risks of the project are controllable, etc.

2. Copywriting support: event planning draft, promotional copywriting, text message copywriting, etc.

3. Design: to achieve the final display effect

4. Materials: (mainly promotional materials)

Offline: ① Various promotional materials (POP, Roll-up banners, DW brochures, knife flags, flyers, etc.), event venues, PPT, etc.;

Online: ① Choice of various publicity and promotion channels and platforms;

5. Prizes: The setting of prizes should be combined with the main products as much as possible, taking into account the target user group, budget and activity effect.

1. Check ideas:

① Simulate thinking about the problem from the customer's perspective, think from the perspective of the customer, and see what shortcomings there are;

② Pay special attention to details aspect, this is the most important aspect that differentiates your plan from others;

③ Try to provide as many plans as possible from different perspectives.

2. Five things throughout the whole story

What, why, for whom, how, how to do well

3. Emergency plan

< p> 4. Daily accumulation

The first thing is to be interested in planning: collect at least one event planning or marketing planning case every day, analyze and summarize, and accumulate experience; pay attention to planning ideas and small gifts in life.

1. Activity purpose (activity needs/activity demands)

2. Preparation for the activity: activity time, activity location, activity requirements, etc.

3. Activity Rules and prize settings; activity budget

4. Specific process arrangements for the activity

5. Post-event maintenance

6. Activity summary

1. Find the reasons for event planning:

(1) Reason 1: Time

① Legal holidays: such as May 1st International Labor Day - labor is the most glorious; National Day - National Day Seven-day music, etc.;

② Seasonal changes: such as seasonal clearance, etc.;

③ Today in the company’s history: such as the company’s seventh anniversary store celebration, free 50 yuan for purchases over 99 yuan, store manager All crazy!

④ With the rise of the Internet, self-created festivals such as Double Eleven and Double Twelve have been exaggerated into national carnivals, which can also be used for reference.

*Summary: It is easier to gain recognition from customers when doing activities based on time. Customers may really think that you are celebrating your seventh store anniversary, but with the rise of the Internet, if you raise prices in advance, it may be detrimental to the company's brand. Therefore, the setting of rules is particularly important, as well as the copywriting Attraction and self-propagation. In this case, the content operation may actually be more engaging than the product.

(2) Reason 2: The product/product itself

Launch the latest products/products to hit the market:

For example, game companies’ server opening promotions , battlefield activities, etc.; company opening, new product launch conference, etc.

*Summary: Using the information of the product itself as an activity requires planners to have a deep understanding of the product itself and be able to grasp the points of greatest interest to consumers to organize and guide.

(3) Reason 3: Industry hot spots/news hot spots

EIA plummet, the latest Federal Reserve meeting, non-agricultural data release, etc.

*Summary: From this perspective When planning an event, you need to know what are the recent hot spots (selling points), why investors are paying attention to these hot spots, and how I can take advantage of these.

(4) Self-explosion

This kind of planning is a bit risky:

① If it is a headline-grabbing title, it will make customers feel disgusted;

< p> ② If the company's shortcomings are really exposed, it may actually cause losses to the brand.

*Summary: In general, in this case, you can start with some common shortcomings, and then explain the company's efforts in this regard and other strategies. But in general, there are great risks. You need to accumulate cases and have enough experience and confidence before using it. (I feel like planning is getting more and more fun:)

2. Effectively combine reasons and activity rules:

(1) Seamless connection between activity design and reasons:

For example: If you are an operator of an e-commerce website and want to plan an event for a certain product, hoping to make customers feel that they have received benefits, but you do not have high application fees, what can you do? (Several elements of specific activity planning)

①The theme of the activity is attractive;

②Carefully match the theme and reason of the activity;

③Set the activity carefully Methods and rules;

④ Let the activity give people a unique feeling (think from the perspective of the customer, capture the customer's psychology)

(2) Setting the rules of the activity

Remember two sentences: the process is simple and requires less thinking, and the copy is clear and unambiguous

(3) Setting of specific rules:

It determines user attention to a large extent Whether the benefits are enough to attract users to participate in the event. Pay attention to a few points:

① The general prize is not necessarily better than the lottery method, but if the lottery rules and graded exposure are not well designed, it is not as simple and crude as the general prize;

② The more complex the activity rules are, the greater the user’s mentality of running away. But if you adopt gamified design rules and give rewards step by step, then users will be obedient and follow your rhythm.

3. Once the rules are set, we still need the cooperation of publicity and promotion to achieve the final good results.

(1) Send physical prizes

The prizes should be related to the product as much as possible. For example, in jewelry financial product activities, the prizes given to customers can be gold and silver jewelry, jewelry, etc. This not only promotes the brand, but also saves costs.

(2) Gambling prizes

Scratch-off tickets, welfare lottery tickets, etc.

(3) Redemption

(4) Send WeChat red envelopes, settings Red envelope secret code

You need to think carefully about the setting of the secret code. You can spread the brand value, phone number, etc. to deepen the impression.

(5) Points will give away prizes

1. CIC Investment promotion registration activity planning

(1) Activity theme: CIC Rong calls you to come to my pleasure Get the money!

(2) Activity purpose: attract registered users

(3) Activity time: 14:00-17:00 (the specific time needs to be adjusted according to residents’ consumption habits, time Try to arrange it at a time when residents are active and traffic is high. This area requires investigation and detailed settings)

(4) Activity rules:

①Prallist Award: Scan the code, log in to the WeChat platform to register, and after registering and binding your bank card, you can get 5 yuan in cash and put it into your bank card;

② Surprise prize: Draw a grand prize, set first prize, second prize, third prize Award, split exposure rules need to be set in detail.

(5) Single event settings:

① Opening program: song and dance performance (contact Wuyue Plaza for details), host’s opening remarks (introducing the theme of this event and platform introduction, etc.)

②Host: introduce the financial products of the platform and interact through prize-winning Q&A;

③Lottery: detailed consideration, emergency plan, consideration of emergencies such as lottery numbers not being present

④End

*The event background board can start playing the recorded video 15 minutes after the event starts.

(6) Activity budget: venue fee, host, local advertising space, etc.

(7) After signing the contract with the organizer, the details and scheduling of relevant matters will be carried out.

(8) Execution material preparation:

Promotional materials (roll-up banners, knife flags, DM magazines, promotional leaflets, SMS copywriting, venue electronic screens, store promotion pictures, Background board, etc.), arrange the dolls to distribute leaflets (whether training is required, budget, how many people, etc.), etc.

(9) Media promotion, etc.

2. CH brand publicity planning

(1) Activity theme: "CH·Residence Improves Life" Public Welfare Music tour

(2) Purpose of the event:

① Strengthen CH’s word-of-mouth communication, tap more potential customers, and cooperate with media public relations to promote and drive sales;

② Maintain and stabilize existing customers and deepen emotional communication with owners;

③ Add points to CH’s brand image and enhance CH’s connotation and sense of belonging;

④ At the same time, it also improves CH's social image forms a continuous communication effect.

(3) Movement time: August-October 2014

(4) Movement location: Target communities in urban areas, Xuanwu District, Fengtai District, and Haidian District, enter Large communities;

(5) Activity forms:

① Carry out concert tours in selected communities to reflect the main theme of the third phase of "buildings improve life";

② Distribute information on site to promote “upgrading to home ownership”;

③Invite relevant media to follow up and report.

(6) Activity process:

Early preparation stage:

① Establish a CH band, or invite owners to form a team, and CH will allocate funds;

② Contact the neighborhood committee of the target community, and agree on a venue with the goal of promoting the main theme and enriching residents’ lives. , time and other issues;

③ Preparation of various promotional copywriting

Starting stage of the event:

①Select every Saturday and Sunday from 18:00-20. :00 for a live performance;

② The concert combines acting, singing and dancing to express the theme of the performance

③ Arrange dolls or salespersons on site to distribute beautifully produced promotional materials ;

④ Communicate with interested customers and obtain mailing addresses and contact information

Closing stage of the event:

① Contact community security in advance to maintain exit order. ;

②Recycling of materials after the activity, etc.

③Activity summary

Activity analysis summary

1. "Yintai Girlfriend Circle".

In May 2013, Intime Group launched the social network "Intime Friendship Circle". Groups of Intime VIP members with more than 3 people can enjoy more points and activity discounts and share shopping happiness.

2. Deer Financial Bank’s “money-burning strategy”

Deer Financial Bank directly took out several boxes of apples and placed them at the Golden Expo and shouted: If you invest 10,000 yuan, you will receive a box of apples, and if you invest one million yuan, you will receive a box of apples. A Tesla, after three days of activity, the fund-raising plan of 100 million yuan was successfully completed

3. Find complementary institutions to cooperate

Lili.com grafted on small loan companies—— Turning P2P into inclusive finance in the community is to consider that the credit investigation of borrowers cannot be completed online by cooperating with small loan companies. The platform uses the resources of existing small loan companies and is responsible for developing offline borrowers. Responsible for customer credit investigation, review, post-loan management, collection, etc., and provide principal and interest guarantees.

A P2P company established in Beijing: Handling real estate agencies to carry out business

Operation mode: Real estate agencies introduce customers who need short-term loans to the P2P platform, and the platform passes the customer’s qualifications Review and then decide whether to lend money to the customer. On the one hand, this method diverts the customers of real estate agencies to the P2P platform; on the other hand: in terms of risk control, real estate companies have already done simple risk control, because they know whether the customer is the only house and how much the monthly payment is. It's all relatively clear. This kind of cooperative relationship can truly achieve mutual benefit and win-win!

4. O2O model of intra-city lending

Yilong Loan - cooperates with newsstands and convenience stores in Hunan Province

5. Lottery

(1) Lucky Wheel

(2) Collect and receive generous gifts

For example: In an event organized by Yintianxia, ??just collect 10 golden monkeys on the H5 page Participate in sweepstakes, etc.

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6. Flash sale event

①1 yuan limited time purchase

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②0 yuan flash sale activity

③50% off flash sale

7. Theme activities

Similar to Qingdao Beer Festival, Double Eleven, and Double Twelve etc.;

Looking for the most beautiful devout people; looking for the most beautiful babies, etc.

8. Exchange

9. Ranking

Best Popular King

Gold King

Silver King< /p>

(After ranking, you can set relevant rewards and privileges)

10. Red envelope secret order

Send WeChat red envelopes (can be set to a random limit), purpose It is to obtain users’ WeChat IDs and promote brands, etc.

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11. Members receive points (proportion of points; prizes redeemed by points)

① Format: how many points the user will receive, and then how many points will be earned by activating the deposit; how many points will be given for the weekly accumulated trading lots; how many points will be given for the monthly accumulated trading lots, etc.

②Benefits of points: Used to redeem prizes or VIP services from live broadcast room teachers.

③ Issues that need to be considered in the points system:

① Whether the company has a points system and whether it can be developed; whether there are corresponding rules for members’ point consumption behavior; points give feedback on members’ benefits description.

② How many loyal consumer customers can the points system bring to the company?

③ How to redeem budget and points (whether it is customer service, automatic system or offline redemption)

< p> ④Points rules

12. Free trial

For example: for investment strategies, after registration, you can enjoy face-to-face professional advice from the live broadcast room teacher for a week. (Note: It is emphasized that it is within the activity period and will not be superimposed on other activities)

13. Activity strategy for the live broadcast room:

(1) The live broadcast room has been logged in for more than 100 hours Reward: The purpose is to retain customers, you can give a title, wait and see "mark red"

(2) Get a cash coupon for the first deposit, which can be used directly for transactions

(3) Recharge rebates: How much rebates are given according to the amount of deposit. Of course, in order to protect the company's profits, a maximum rebate ratio will be set. Rebates can only be used for transactions and cannot be withdrawn.

(4) Promotion activity: Similar to participating in the next more attractive activity, you need to meet the requirements of the previous activity before you can participate to whet your appetite.

14. Sharing rewards

15. Open a demo account - for registered users

16. Rebate difference

1. Exchange Position thinking: user thinking and boss thinking, copywriting must comply with company requirements and market rules;

2. Planning practice: meticulous, repeated inspection; user experience; starting from different angles, trying to provide second-hand solutions; emergency Plan; planning must be logical;

3. Be familiar with your own products: combine the manuscripts of previous event planning and start with imitation.

4. Truth: The basis of copywriting planning is still truth. Only planning based on truth will have ideas.

5. Backtracking: deduce from cases to requirements, collect more cases, and then push forward from back to analyze what the requirements are; according to the requirements, what kind of activity rules are used to achieve it. Accumulate and summarize, accumulate more and gain more.

1. The purpose of event planning (demands/needs): This runs through the whole process of event planning and should be kept in mind from the beginning. No matter how novel the planned content is, the theme cannot be deviated. All forms of activities serve to achieve the purpose of the activity.

2. Empathy - customer psychology that event planning can think of

(1) Gambling psychology

You can set up big draws, simultaneous draws, etc. form.

(2) Show off psychology

You can use ranking system, points system, etc.

3. How to attract people in event planning:

① The activity is interesting

②The activity has benefits (prizes)

③The activity starts from the customer's perspective and thinks about what the customer thinks.

4. Precise positioning - grasp the target of the activity

5. Activity sharing - expand the scope of communication and reduce the activity budget

In addition to providing users with In addition to bringing physical benefits such as prizes, there must also be content such as communication value and increased knowledge. For example, event marketing, word-of-mouth marketing, novelty points, etc. Content operation is the key to distinguishing an event from competitors!