Activity marketing is one of the basic capabilities of operation, and there are many methodologies that can guide operators to complete activities again and again, help traffic acquisition and solve the transformation problem. However, the author has not found a concise theory of event marketing, mainly because there is no unified standard for the process of event marketing, and everyone may be right. Event marketing often depends on the effect. As long as the goal is achieved, no process is particularly important (I think it is very important). Furthermore, it can be said that the most important problem is that many operators want to do an activity, which is often confused in logic, and it is easy to start doing it without thinking clearly about the details. Very impatient, the result is often bleak. In order to let operators come up with reliable activity planning schemes at any time, the author summarizes the "syllogism" of activity marketing, that is, activity planning can be completed through three simple and direct steps, namely, setting goals, determining paths and finding resources. Next, I will explain it to you in detail. First, the first step to determine the target activity marketing is to determine the activity target, which has three meanings. (1) The business goal is the background of the activity and the driving force of the design activity. In fact, there are three business goals of the activity: innovation, retention and realization. Specifically, the download, registration and payment of APP, the growth of fans of official WeChat account, the expansion and retention of community scale, and the re-purchase of products are all reasons why an activity is designed to help them achieve these business goals. (2) User goals, that is, user needs, represent a group of users and some of their needs. When the activity is designed, these problems of users can be solved. User goals are the direct basis of the theme of the event, not blindly set, but established through user research, competitive product analysis and market observation. For example, the promotion theme of Double Eleven was born because merchants had to clear their positions and users had to spend at the end of the year, and the Double Eleven just met the needs of both parties. Another example is the lecture enrollment activities often held by the education industry. The theme of the lecture is because users need such content to solve the educational confusion at that time. For example, lectures on entering a higher school, such as the planning of the senior high school entrance examination and the preparation of junior high school, are basically full as soon as they are opened. (3) Activity indicators refer to the specific data tasks that an activity needs to achieve, such as the number of participants in the activity, the number of people transformed through the activity, the number of people recruited through the activity, the participation rate, the recruitment rate and the conversion rate. For the event planner, finding the three objectives of the activity can ensure that the activity does not deviate from the direction in the planning stage, and it can also ensure that the activity has a high probability of achieving the expected results. Second, the second step of fixed path activity marketing is to design the activity path. The general activity design paths are: promotion->; Attraction-> Activate-> Communication-> Transformation. (1) The promotion of major channels needs to consider the traffic location and traffic scale of target users. The more accurate the channel, the larger the scale, such as the Kaiping advertising space of the APP, the carousel of the homepage of the website, the WeChat group, the circle of friends and so on. (2) Attracting accurate information and attracting target users to participate in activities through text, pictures, videos and other content forms. The core of this step is to polish the activity copy, visual design, information logic and so on. The more you can hit the people's copy description, the more you can grasp the eye-catching visual design, and the more you can ensure the participation effect of the activity. (3) Activation guides or reminds users to continuously participate in all aspects of activities through products and operation means, arouses overall activity and increases stickiness, paving the way for subsequent active communication and transformation, and often adopts gamification thinking, such as pushing integral tasks, giving honorary certification, designing leaderboards, etc. (4) The first three steps of communication only complete the task of some users participating in the activity, and more people's participation depends on the users who have already participated in the activity, which can be designed as passive or active. The passive way depends on fission mechanism, and the active way can refer to three ways: looking for KOL, making slogans and relying on the community. The reference behind it is the "three principles of tipping point". (5) Transformation This is the last step, including two levels: one is to retain users, such as guiding users to enter long-term WeChat groups, or paying attention to official WeChat accounts and registering apps for services; The second is to sell core products, directly generate income, and screen out real target users. Basically, the path of most activities will follow these five steps, and the difference lies in the gameplay, which is actually the soul of any activity and the key to giving users a core experience. Third, the third part of finding resources activity marketing is to find and prepare the resources needed, which belongs to the specific details of the activity and determines the effect of an activity above 90%. The resources required for the activity mainly include four aspects: (1) The content includes copywriting, pictures, audio and video, etc. Specifically, the copy includes propaganda, operation, rule description, landing page information, product information and so on. Pictures include posters, carousel pictures, article illustrations, banner pictures, etc. Audio and video include publicity audio and video, course audio and video, etc. (2) Rewards include physical rewards and virtual rewards, but different types and fields of activities give different rewards. For example, most educational activities send books and courses, brand activities are willing to send homemade surroundings, membership activities give free experience service rights for a limited time, and e-commerce activities send high-priced gifts or even cash. (3) There are two kinds of channels, one is self-owned channels, such as WeChat group, QQ group, official WeChat account, friends circle, Weibo account, Tik Tok account, etc., and the other is commercial channels, such as resource replacement with different enterprises, placing KOL advertisements, placing advertising spaces on traffic platforms, etc. (4) Personnel This is the core resource to ensure the activities to land. Division of labor should be carried out according to the activity plan to find the personnel needed in the corresponding link. Generally speaking, it mainly includes operators who implement the activity plan, planners who are responsible for the overall planning and promotion of the activity, production R&D personnel who ensure the effect of the activity without technical failure, and guests or KOL who add influence to the activity. Fourthly, how to implement the "syllogism" of event marketing.