How to plan an activity well?

Editor's Guide: Activities are an important means to help brands develop new fission quickly. How to run an activity to maximize benefits? Based on my own work experience, the author of this paper summarizes the experience of event planning and shares it with you. As operators, activity operation is the most widely used promotion method in our work. Especially when the market homogeneity is serious and a product does not have obvious advantages, it is particularly important to obtain traffic through high-quality activity planning. The subsidy war between Meituan and Didi, the Vantage World Cup and the first open class in the New World are all phenomenal explosions! But how can we create such an activity? We can divide the activity planning into the following steps: 1. Focus on multiple solutions; 2. Develop the promotion theme; 4. Design content form; 5. Control the rhythm and staffing; 7. Budget allocation; 8. Forecast data results; And summarize the feedback. It is a central goal to concentrate on solving a problem. Activities are full of hype and various ways, but in the final analysis, it is nothing more than brand, innovation, transformation and activities. Do activities to bring new ideas? Still want to transform? You must have a clear goal to ensure that you will not deviate from the direction in the next activities. For example, Pinduoduo's help is free, just for innovation; Mobile gratitude ceremony, a free lottery every day, is to promote users; Meituan's order reduction is only for transformation. Multi-solution, that is, clear a theme goal, disassembly and segmentation. Set a clear and quantifiable index for the team and decompose it in order to determine what to do in the future and guide the action. The ultimate ideal state of decomposition: big things are small, small things are small. Many times, we can't achieve a goal, often because we can't split a monolithic "big event" into "small events", so we can't give "small events" through actions. Therefore, when your boss gives you a big goal instruction, you should first follow the SMART principle and divide a big goal into several specific, quantifiable, feasible, achievable, meaningful and short-term goals. The more detailed and specific, the better. As for the decomposition method, it can be based on modules or natural processes. Second, formulate the promotion theme. The so-called promotion theme also comes from the purpose of the activity and is also the guiding ideology of the whole activity. How to formulate the theme of the event? Then it is necessary to analyze why users will participate in communication. Does this product have any problems that other products can't solve? Or is it because of famous brands? In other words, we should take the highlights of our products as the theme of our promotion. Assuming that the outstanding feature of our product this time is to treat the problem of "coarse pores", then our theme can also focus on "solving pore problems" to do related articles. Not only that, it is also the core of the activity to let users master what we do in the first time. I believe we have all had this experience. When we meet a new activity, we usually use the title to judge the content of the activity. Only when the theme of the activity attracts you will you produce the next operation, otherwise you will ignore it directly. Similarly, so do our users. Third, user portraits and channels 1. The essential factor in identifying active people's activities is the participants. This reminds us that before promotion, we must first make a portrait of users and identify active people. Then design different activity paths and play methods according to different ages, educational levels and user habits. According to the accurate user population and pain points, the best and most effective activity theme can be determined. If you don't understand the target users and pain points, then your activities will definitely not cause * * *, which will inevitably affect the number of participants and fail to complete the indicators. For example, Fandeng Reading Club's free reading activities for good books in the Spring Festival are aimed at readers; Keep's 14-day zero-based vest line training activities are aimed at sports enthusiasts. The crowd is clear and like-minded. If you accumulate such a group of seed users in advance, you will have a better activity effect under their driving effect. Knowing the target group can determine the promotion channels in the future. We generally choose from the following angles: among them, what needs to be explained is: outreach media: this piece needs the contact between the person in charge of the activity and the executor, and selects some media platforms with similar themes to their own activities for publicity. This kind of cooperation takes resource replacement as the best way of cooperation. Like the promotion of the activity platform, it is the same, and you need to take the initiative to contact. However, the activity platform generally charges more. Friends in the industry: It is recommended to choose people who have certain influence and popularity in the circle, or friends who bring their own traffic. Registered users: Generally speaking, the social circle of users is relatively consistent. If registered users help promote the event, they can incite more people who are interested in the event. But it is best to use preferential methods, such as reducing the registration fee. Industry organizations and communities: find communities and organizations with similar themes and ask them to help promote or register collectively. Other ways: e-mail, one-on-one contact with WeChat, etc. , can try, there will be some effect, but relatively speaking, the user experience is not very good. As long as you have enough budget, online and offline, PC-side mobile terminals can push! But! The budget is always limited, which tests how you can achieve more exposure goals with less money. It would be great if we could find a channel with less money and good results. Only by choosing a channel consistent with the portrait of the target user can we achieve better publicity, preheating and momentum. Moreover, before the activity begins, we must make a clear list of all the resource channels we have and quantify the effects and indicators of each channel. For example, if you only spread the official WeChat account and community in this activity channel, then you should judge whether these channels can meet the expected indicators of this activity after use. If not, then we must explore other channels. For example, find other large-scale mutual promotion, post in Douban Post Bar and so on. Doing activities must be targeted in order to have good results. Fourth, design content forms according to local conditions, different channels and different content forms. The common presentation forms of activity content are: pictures, soft texts, videos, audio, H5, etc. If you choose different channels, you should design the content presentation mode that is most suitable for that exposure channel. Moreover, whether this activity can stand out is closely related to the formal design of the activity itself. This step is a key step, which will directly affect the number of participants in the activity, and then affect the final effect of the activity. I listed several noteworthy points in determining the interaction mode and rules of activities: 1) Interesting and fun innovative activities stimulate users' participation and share favorable factors. Grasp users' interests, meet the individual needs of different users, and satisfy users' vanity. , so as to form a second or multiple spread, to achieve the purpose of activity diffusion. 2) Users make profits mainly to cater to their own greed and petty gain. Rewards can be in kind, coupons, virtual currency, props, titles and so on. If it is a real thing, put its photo in the most conspicuous place on the activity page. Many times, although users know that the winning rate is very low, even if they participate, they may not win the prize, but when they see the photos of the prizes, they will still be attracted by this activity from the heart. 3) Taking advantage of the situation (holidays, hot events) psychology has a "psychological awakening" effect. Operators should grasp the current hot news events and hot people in time when planning activities, and combine their own activity plans to follow the trend and achieve the purpose of communication. 4) simple process. When planning activities, the process must be simple. If the entry threshold of the activity is high, users will find it troublesome and give up participating in the activity. Invisibly shut the user out. The number of users is like a funnel, from seeing the activity to completing the activity, each step is decreasing. In order to avoid the loss of users, it is very important to simplify the participation steps! Before, Google's AI intelligence "guess a little song" was actually that the threshold was too high, which led many users to find it too difficult to form a large-scale coverage and screen. 5) Strengthening user guidance is to determine the general process of activities and what users should do at each step. Although there is no need to specify how to operate each step, at least the user's actions should be clear. For example, when you grab a train ticket in Spring Festival travel rush, Ctrip, Meituan, etc. As long as you enter the train ticket page, the "grab the ticket" button will appear. When you choose the next page, you will definitely see the "grab the ticket" button again, and even after the train without seats, the label of "grab the ticket" will appear constantly. This is to strengthen user guidance and strengthen the purpose of our activities. & gt& gt The picture shows a screenshot in Ctrip APP.