The following are specific planning ideas.
1, purposeful.
Every activity must have a purpose, and some of them promote orders in batches through momentum and preferential treatment, and the final assessment is the conversion rate and conversion amount; Some are to improve customer experience and promote recommendation, which is the assessment of customer satisfaction and the recommendation rate in the later period; Some people say that I just want to make a product promotion. Product promotion evaluates the influence of this matter, such as the number of participants, the amount and coverage of media forwarding, and the amount of forwarding by participants' circle of friends. The assessment is the "popularity" in the "three degrees" of the brand.
The total activity must have a leading indicator to be meaningful. It is best not to do self-help marketing activities, and you can engage in league building if you have money.
2. There are core elements.
(1) site
The venue is placed at the front, because first, it needs to be booked; Second, the size and location of the venue are related to the number of participants in this meeting; Third, no publicity can be carried out until the place and time are determined.
Most of the activity venues are in hotel venues, or in cafes, company venues, etc. , can guarantee the basic safety and fire control. If it is an outdoor venue, you need to consider the weather. It is best to prepare a preparatory plan for large-scale activities and consider fire safety at the same time.
In addition, outdoor activities with more than 200 people need to be put on record by the public security, and those with more than 1000 people need to be examined and approved, so it is necessary to make preparations in advance.
(2) Time
First of all, consider the situation of the venue and when there is a suitable venue.
Second, considering the business characteristics, we should avoid the children's class time and examination time and ensure that most people have disposable time during the activities.
The third is to look at the itinerary of the guests, and the timing of important guests (such as inviting government officials or celebrities to give speeches) is given priority.
(3) Things
Things are the means for us to achieve the purpose of our activities. One is things that already exist, such as campus opening, anniversary celebration, graduation ceremony and so on. These things will happen naturally then. The purpose of our activities is to borrow things to create momentum. Some things don't exist, such as Double Eleven, which is an ordinary day. Suddenly, the term "Singles' Day" appeared on the Internet and became a holiday. Suddenly another day, an e-commerce company felt that there were fewer festivals in the second half of the year and needed to find a reason to stimulate consumption. The double eleven has become a festival of hands-on, which is created.
Many project managers are easily entangled in things, such as changing guests temporarily, and some details are entangled in the process. However, if the "thing" itself is regarded as a pipeline, no matter how it bends, as long as it leads to the goal, many alternatives or rescue schemes can be found. When doing the process, as long as the most important things are determined, such as whether there are heavyweight guests, the equipment is normal, the lecture notes are written too much, and the customer has made an appointment, other details can be adjusted.
(4) people
Including those invited to attend, those who provide support as guests and conference staff. The first two are external employees and need to be invited; The latter is the manpower that can be mobilized independently according to the needs of the project.
The invitation of outsiders needs to be broken down in advance. Target decomposition usually has two dimensions, one is the time dimension, how many people need to complete it and when; The other is the human dimension, how many invitation tasks to complete each sale. The invitation progress needs to be updated daily. At the same time, it is also true for invited guests. What progress has been communicated, whether it is confirmed to be present, whether there is a substitute, etc. Need time synchronization.
On-site meeting personnel should follow the post requirements, and those who are short can find external part-time jobs. Maintenance work can be handed over to part-time jobs, such as guarding the door and running wheat; It is best to hand over the performance work to your own employees. If you use a part-time job, you need training and assessment in advance. Property-related work must use your own people, such as logistics.
3, to achieve the goal-oriented, polishing the details of the core elements
Just now, the goal of the activity has been determined, the important elements have been determined, and the overall outline of the activity has been determined. Next, the target needs to be decomposed, and each element needs to be refined and promoted to form a coordinated whole. At this time, the order of thinking will be reversed, starting with people, because people are the most important resource for us to achieve our goals. Secondly, things, focusing on "enhancing the sense of experience" and "letting these people accomplish my goals", and then according to what we designed, we deduced the time arrangement and venue layout of the venue.
(1) person
Just now, the goal has been decomposed, and there will inevitably be invitation feedback. At this time, we have to study, who is the object of invitation? What are they interested in? If the purpose of my activity is to transform on the spot, how can they pay the bill on the spot? If you still need to consider brand communication, do you want to add some links and props to make people willing to make friends?
The same is true for guests. When invited, what do you need to say, how to say it, how to make him feel better, and he is willing to come to the platform next time. These are also the details we have to consider.
2. Things
People's needs have been studied, and then we will break things down. The process of an activity is not simply going through the motions, but creating ups and downs in every event that leaves a feeling. For example, admission, if the entrance of a high-end cocktail party is very crowded, gives people a negative impression. However, if an expert volunteers to fill in the lecture after the college entrance examination and the door is crowded, parents will think it is normal. As long as he can squeeze in, he feels good even standing. So at this time, if the organizer prepares the plan in advance and adds a seat in the outfield for live video, the experience will soar immediately. This is the way to create an experience peak in an event.
3. Time and place
How long does it take to go through people and things? The best atmosphere is reserved for important links, and so is the venue. The most conspicuous places are reserved for the most important things, such as the slogan, values, product features, student feedback and guest introduction of this activity, which are all good elements of environmental innovation.
An activity here has basically taken shape. In practice, we need to go through this idea first, apply for the budget in advance, prepare the meeting materials, and then polish the details. There will be a lot of communication in the whole process, such as communication with employees, communication between departments and communication with external resources. , so as to ensure synchronization with superiors, and seek help immediately if you have difficulties in moving forward. At first, it was information synchronization, but later it was easy. In addition, the meeting place with more than 100 people needs intercom and headphones, and the medical kit and first aid manual are standard.
Someone asked why there was no external marketing team to do it. When we have the opportunity, we can calculate how much it costs for such a team to recruit a student. It's just a part of the enrollment team, and we need to pay for it ourselves. General cultural institutions do this kind of thing almost equal to half a year's workload. Or to put it another way, even if the organization spends half a year doing nothing but holding public welfare lectures, so many students can come. Doing marketing is not to show off, and we will not discuss things without data and factual results.
Finally, we recommend an event promotion platform: event bank, which can provide one-stop comprehensive event services including event venue reservation, event release, registration promotion and ticket signing.
I hope the above information can help you ~