The most complete event planning process combing

I. Activity planning ideas (a) the five elements of activity planning 1, demand: the needs of both parties to the cooperation (the purpose or reason for the activity) the development of the three levels of demand: business needs, user needs and functional requirements, etc.. Define the project objectives: the project deliverables; develop the final deadline for the development of the project; deliverables must meet the quality standards; the project can not exceed the cost limits, etc.; Define the project premise: whether the project requires other personnel; whether the project has the required resources; how important the cost of the project, and who has the right to increase the project budget; the project's risk is controllable and so on. 2, copywriting support: event planning script, 3, design: to achieve the final display effect 4, materials: (mainly promotional materials) offline: ① a variety of promotional materials (POP, easy to pull up the treasure, DW brochures, knife flags, leaflets, etc.), the event venue, PPT, etc.; online: ① a variety of publicity and promotion channels, the selection of platforms; 5, prizes: prize settings should be as much as possible and the combination of the main promotional products, consider the target user groups; budget and the effect of the event. User groups; budget and the effect of the activity. (B) the event planning considerations 1, check the idea: ① simulation from the customer's point of view to think about the problem, think differently, see what defects; ② pay special attention to the details, this is the most important aspect of the program you make a difference with others; ③ from a different point of view, try to provide a number of programs. 2, through the end of the five what, why, forwhom, how. howtodowell3, howtodoowell3, through the end of the five things what, why, forwhom, how, howtodowell3, contingency plan4, the usual accumulation of the first point is interested in planning: every day at least collect an activity planning or marketing planning cases, analysis and summarization, thick and thin; pay attention to the life of the planning of ideas, small gifts. (C) the specific components of the planning copy: 1, the purpose of the activity (activity demand / activity demand) 2, the activity of the pre-preparation: activity time, activity location, activity requirements, etc. 3, the activity rules and prizes set up; activity budget 4, the activity of the specific process arrangements 5, the activity of the latter part of the maintenance of the activity 6, the activity of the summary of the process of the second, activity planning - part1: the reason / purpose of the activity planning - part2: How to write activity planning - part3: how to carry out activity planning 1, find the reasons for activity planning: (1) reason a: time ① legal holidays: such as May Day International Labor Day - labor is most glorious; National Day - National Day seven days of fun, etc.; ② seasonal changes: such as seasonal clearance, etc.; ③ today in the history of the company: such as the seventh anniversary of the company's store, full of 99 yuan to send 50 yuan, the store manager is crazy! ④ With the rise of the Internet, double eleven, double twelve and other self-created festivals are rendered into a national carnival, you can also learn from. *Summary: It is easier to get customer recognition by using time as a reason to do activities. Customers may really think you are the seventh anniversary of the store, but with the rise of the Internet, if it is done beforehand to raise prices to deal with, may instead be unfavorable to the company's brand, so the setting of the rules is particularly important, as well as the attractiveness of the copywriting and self-propagation. In this case, the content operation is actually more attractive than the product may be. (2) Reason 2: The goods/products themselves launch the latest models of goods/products to hit the market: e.g., game company's opening discounts, battlefield activities, etc.; company's opening, new product launch, etc. *Summary: Taking the information of the product itself as the activity requires planners to have a deep understanding of the product itself and to be able to seize the most interesting points for consumers to organize and guide. (3) reason three: industry hot spots / news hot spots EIA plunge, the latest meeting of the Federal Reserve, non-farm payrolls data released, etc. * Summary: from this point of view to plan the event, to know what are the recent hot spots (selling points), why investors are concerned about these hot spots, and how can I take advantage of these points. (4) this kind of planning is a little risky: ① if the title party, it will make the customer to produce a psychological aversion; ② if the company's shortcomings are really exposed, may result in a loss to the brand. *Summary: generally this case, you can use some of the prevalence of shortcomings to start, and then explain the company has been working hard in this area and other such strategies. But in general there is a big risk, to accumulate cases, and have enough experience and certainty, and then go to use. (Feel planning is getting more and more fun:) 2, the reason and the rules of the activity effectively combined: (1) activity design and the reason seamlessly: for example: if you are a certain e-commerce site operators, to plan the activities of a certain commodity, I hope to make customers feel that they get the benefits, but you do not have the high cost of applying the cost, then how can you do it? (Several elements of specific activity planning) ① activity theme is attractive; ② carefully match the activity theme and reason; ③ carefully set the activity mode and rules; ④ let the activity to give a unique feeling (think differently, to capture the customer's psychology) (2) activity rules are set to remember the two words: process is simple and less thinking, the text is clear and unambiguous (3) the setting of the specific rules: it is to a large extent determines the user's attention! Whether the point of interest is enough to attract users to participate in the activities. Note a few points: ① prize is not necessarily better than the lottery, but if the rules of the lottery and graded exposure design is not good, it is better than simple and rough prize; ② activities the more complex the rules, the more the user escape mentality. But if the design rules using gamification, step by step to give awards, then the user will be very obedient to follow your rhythm. 3, the rules set up, but also need to publicize and promote the cooperation, in order to achieve the ultimate good results. Third, the activities of the awards set (a) to send physical prizes prizes to try to relate to the product, for example, to do jewelry and financial product activities, to send customers the prizes can be gold and silver jewelry, jewelry, etc.. This will not only publicize the brand, but also save costs. (ii) betting prizes scratchers, welfare lottery tickets, etc. (iii) exchange (iv) send WeChat red packets, set up red packets secret password secret password settings need to think about, you can spread the brand value, phone number and so on, to deepen the impression. (E) points to send prizes * Think: What kind of prizes can reach customers? Prizes that customers really need; prizes that make customers feel cared for. For example, on the day of 38 Women's Day, some send roses, some send kitchen supplies, and the ultimate winner is to send brown sugar, etc. This is customer logic. Fourth, the event planning cases (analysis) (a) planning examples and analysis 1, in the investment financing promotion and registration activities planning (1) Activity Theme: investment financing in the call you to our Hyatt to receive money! (2) Activity purpose: to attract registered users (3) Activity time: 14:00-17:00 (the specific time needs to be adjusted according to the consumption habits of residents, time to try to arrange in the residents of the activity and flow of large time segments, this piece of need to be investigated and set up in detail) (4) Activity rules: ① Universal Prize: through the scanning code, logging in to the WeChat platform to register, registering the binding of the bank card can be (4) Activity Rules: ① Universal Prize: by sweeping the code, log in to the WeChat platform to register, register and bind the bank card, you can get 5 yuan cash into the bank card; ② Surprise Prize: Grand Prize draw, set the first prize, second prize, third prize, sub-exposure rules need to be set in detail. (5) a single event set up: ① opening program: song and dance performance (specifically consult the Hyatt Regency Plaza), the host of the opening remarks (introducing the theme of the event and the platform introduction, etc.) ② host of the crosstalk: introduction of the platform's financial products, while the interaction through the question and answer contest; ③ lucky draw: refinement of the considerations, contingency plans, take into account the lucky draw number is not in the field and other contingencies, etc.; ④ end * activity background plate can be played at the start of the event The background board of the event can be played at the beginning of the event in 15 minutes, the recorded video. (6) Activity budget: venue fee, host, ground promotion advertising space, etc. (7) After signing the contract with the organizer, the refinement of related matters and scheduling implementation. (8) Preparation of execution materials: publicity materials (easy-roll-up, knife flag, DM magazine, leaflets, SMS copy, venue electronic screen, store outreach pictures, backdrops, etc.), arrangement of dolls to distribute leaflets (whether training is needed, budget, how many people, etc.), and so on. (9) media publicity and other activities analysis and summary: belongs to the offline activities, the key is the details, need to simulate many times in advance, try to make the whole process smooth. In fact, there is nothing, promotional materials and so on amount is very simple, the registration of the event is to register + brand publicity. Activity rules are set up no particularly attractive amount of places, the general prize and the Grand Prize draw are included in it. 2, CH brand public **** planning activity background: CH future will be "China's first 'real estate consumer rights support fund' initiator! "The identity of the major media, advertising, as well as the endorsement of the newly developed projects; "integrity" between the culture of CH's brand cultural connotations and brand symbols, etc., to assist in the accumulation of a wider range of clientele, as well as broader market expansion needs. (1) Theme: "CH - Living Improves Life" Public Service Music Tour (2) Objectives: ① Strengthen CH's word-of-mouth communication, tap more potential customers, and promote and drive sales in conjunction with media PR; ② Maintain and stabilize the existing customers, and deepen emotional exchanges with homeowners; ③ Add points to CH's brand image, and enhance the connotation and sense of belonging; ④ Maintain and stabilize the existing customers, and deepen emotional exchanges with owners; ④ Add points to CH's brand image, and enhance the connotation and sense of belonging. connotation and sense of belonging; ④ also improve CH's social image and form a continuous communication effect. (3) Time: August-October 2014 (4) Location: Target communities in urban areas, Xuanwu, Fengtai and Haidian districts, and enter large-scale communities; (5) Activity form: ① Carry out concert tours in selected districts, reflecting the main theme of the third phase of the "building to improve life"; ② Distribute information on site to advocate "Upgrade home ownership; ③Related media tracking reports. (6) Activity process: Pre-preparation stage: ① set up a CH band, or owners of the team, funded by CH; ② contact with the neighborhood committees of the target community to promote the main theme and enrich the lives of residents as a demand, agreed on the venue, time and other issues; ③ preparation of a variety of promotional literature. Activity start stage: ① choose every Saturday and Sunday 18:00-20:00 live performance; ② concert to perform, sing, dance, a combination of performance theme ③ on-site arrangement of dolls or salespersons, distribution of beautifully produced promotional materials; ④ and interested customers to communicate with the request for mailing address and contact information. Activity closing stage: ① contact the community security in advance to maintain the exit order; ② the recovery of materials after the event. ③Activity SummaryActivity Analysis Summary (2) Activity Planning Form Set 1. "Yintai Girlfriends Circle" Yintai Group has launched the social network "Yintai Girlfriends Circle", where more than three Yintai VIP members can enjoy more points and activity discounts, and share their shopping experience. 2. 2, jinlu caixing's "burn money strategy" jinlu caixing directly take out several boxes of apples to the gold expo and then shouted: invest 10,000 yuan to send 1 box of apples, investment million to send a trax, the results of the 3-day activity down, successfully completed 100 million yuan of fund-raising plan. 3, find complementary institutions to cooperate with favorable network grafted small loan companies --The P2P has become a financial inclusion in the community. The cooperation with the small loan company is to consider the online can not be completed on the credit investigation of the borrower, the platform with the resources of the existing small loan company, which is responsible for the development of offline borrowers, and is responsible for the customer's credit inspection, audit, post-loan management, collection and other work, and to provide a guarantee of principal and interest. Beijing, a P2P company: hand in hand with real estate agents to carry out business mode of operation: real estate agents will need short-term borrowing customers introduced to the P2P platform, the platform through the qualification of the customer audit, and then decide whether to loan to the customer. This way on the one hand, the real estate agent's customers to the P2P platform, on the other hand: in the wind control, the real estate company is equivalent to have done a simple wind control, because they are the only customer is the only housing, how much the monthly payment is clearer. This kind of partnership can really achieve a mutually beneficial **** win! 4, the same city lending O2O model wing dragon loan - in Hunan Province and the newsstand, convenience store cooperation 5, lucky draw (1) lucky carousel (2) set up to send a luxury gift for example: the silver world to do an activity, in the H5 page set up 10 golden monkeys can participate in the lucky draw and so on. 6, Seconds activities ① 1 yuan limited time purchase ② 0 yuan seconds activities ③ 50% off seconds 7, themed activities similar to the Qingdao Beer Festival, double eleven, double twelve, etc.; looking for the most beautiful pious; looking for the most beautiful baby and so on, etc. 8, exchange 9, ranking the best popularity of the King of the King of Gold King of Silver King (after the ranking, you can set up the relevant incentives and privileges) 10, the red packet secret order to send the WeChat red packet (which can be set up as a random limit), the The purpose is to obtain the user's micro-signal and publicize the brand, etc. 11, members to send points (send the proportion of points; points for prizes) ① form: the user to send how many points, and then activate the number of points into the gold; weekly cumulative number of trading lots of points; monthly cumulative number of trading lots of points and so on. ② the benefits of points: used to redeem prizes or live room teacher's VIP service. ③ points system needs to be considered: ① whether the enterprise points system, whether it can be developed; for members of the points consumption behavior there are no corresponding rules; points to give feedback to the members of the benefits of the instructions. ② points system can bring to the enterprise how many loyal consumer customers; ③ budget and points of exchange (whether customer service or system automatically or offline exchange) ④ points rules 12, free experience, for example: investment strategy class, register to enjoy the live room teacher face-to-face professional advice for a week and so on. (Note: is to emphasize the activity period, and not other activities to superimpose) 13, for the live room activities strategy: (1) live room login more than 100 hours reward: the purpose is to retain customers, you can come to a title, to wait for the "red" (2) the first time to send cash coupons for the deposit can be used directly for trading (3) recharge! Rebates: how much deposit, how many rebates, of course, in order to maintain the company's profits, will set a maximum amount of rebate ratio. Rebates can only be used for trading, can not be taken out and so on. (4) promotion activities: similar to participate in the next more attractive activities, the need to meet the requirements of the previous activity under the premise that you can participate in, whetting the appetite. 14, share rewards 15, open a demo account - for registered users 16, rebate differential V. Thinking about and summarizing the planning of the event (a) planning copywriting Writing practical summary 1, think differently: the user thinking and boss thinking, copy to meet the requirements of the company and the laws of the market; 2, planning practical: meticulous, repeated checks; user experience; from different perspectives, as far as possible to provide second-hand programs; emergency plans; planning to be logical; 3, familiar with their own products: combined with the manuscript of the previous activity planning, first from the imitation of the beginning. 4, real: the basis of the planning of the copywriting Or real, only built on the real basis of planning, will have ideas. 5, retrospective: from the case deduced to the demand, more collection of cases, and then from back to front to push, to analyze what it is the demand; according to the demand for it is through what kind of activity rules to achieve. Accumulate and summarize, thick and thin. (B) the idea of activity planning-findnewideas 1, the purpose of activity planning (demand/need): this point through the beginning and end of the activity planning, from the beginning to bear in mind. No matter how innovative the content of the plan, the theme can not be shifted, a variety of activities in order to achieve the purpose of the activities and services. 2, think differently - activity planning can think of the customer psychology (1) betting psychology can be set up in the form of a big lottery, synchronized lottery. (2) show off psychological can be used ranking system, points system, etc. 3, activity planning how to attract people: ① activities interesting ② activities have points of interest (prizes) ③ activities from the customer's point of view, think about what the customer thinks. 4, accurate positioning - grasp the object of the activity 5, activities to share -Expand the scope of dissemination, reduce the activity budget to do activities, in addition to being able to bring the user prizes and other physical benefits, but also the value of dissemination, growth of insight and other aspects. For example, event marketing, word-of-mouth marketing, novelty points, etc., content operation is the key to differentiate the activity from competitors! 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