As an important part of marketing, event marketing is often widely used in marketing and sales activities, the essence is to lock the target customer groups, through the space, speech, display, experience and other all-round forms of professional corporate image, and through the contact and interaction with the target group, sales intention mining and hidden sales.
So how to do a good job of a campaign? Master the 5 key points, you can do a perfect marketing campaign!
▌I, communication in place, clear purpose of the event
Leadership for the company's strategy, the future direction of the product is actually the most clear, and the purpose of the event is what? The need for repeated communication and confirmation before the event, which is quite important. The purpose of different activities determines the time and place of the event, invited guests, publicity channels, on-site layout, session content and other large and small details.
▌Two, the activity of the pre-preparation
1. set the theme
How to organize the purpose of the event and expectations? Product launch? Technical exchange meeting? Customer appreciation meeting? Fan meeting? Or offline guru sharing, etc., according to the nature of the activity to develop the appropriate theme, usually the theme highlights who organized? What is the theme of the sharing? Who will speak? The celebrity effect of the sharer can be borrowed!
2. Set the time
Weekday or weekend? Before we run a salon once entangled in this time problem, or look at the nature of the activity, if closely related to the work of the invited guests can be set on weekdays, if it is for the fans of the meet and greet, personal skills enhancement of the curiosity of the microclasses, it is recommended to choose the weekend, with refreshments, the rate of attendance is basically also quite high. Select time, try to avoid stepping on hot spots and holiday time, because taking into account the later publicity, if hot spots and holidays, the same period there will be a lot of hot news related to hot spots, will dilute the publicity effect of the event and exposure, if the brand itself comes with a hot spot on the other hand!
3. location
Small salon, the current business cafe, joint venture space, incubators, etc. is a more appropriate choice, the cost is not high and the scene is easy to create an atmosphere. If it is a large-scale design of thousands of product launches, you may need to choose a more formal and broad venue, according to the scale of the event and the nature of the activity to choose the right venue, while you can take advantage of the popularity of the venue place accumulated over time and resources, *** with the promotion of the activities, invited speakers or audience are very reliable cooperation.
4. Set guests
Hug the thigh. Try to mobilize resources to find big names, can be introduced through acquaintances, communities, circles and other ways to find, clear salon purpose and direction, can bring benefits to the big names, such as acquaintance with a group of big names in the industry, the big names of the dry goods and excellent speech can greatly improve the activities of the force. The invitation of guests can be their own activities will be released to the event registration such as activity line, interactive bar, Douban and other activities to invite the registration platform, to the sales department to send tasks, directional invitation to guests, but also can be entrusted to the media as well as other activities to invite guests of the agent, the guests must be with the relevance of the event is relatively high, but also can become a partner and a potential customer, or their own traffic, can help publicize the characters.
5. Activity flow
Activity opening, climax, finale how to arrange, how to intersperse some of the small episodes in the middle of each speaker's time control and content structure, should be carefully arranged so that the audience to maintain a high degree of mental concentration. Choosing an experienced host with strong control ability is very important to deal with emergencies and emergencies. At the same time, many times the guest speaker will timeout, there must be prepared a time reminder board, to remind.
6. Production materials
Check-in and hand gifts, H5, posters, circle of friends, long pictures, invitations, venue guide map, EDM, SMS, telephone invitation terminology, all need to be carefully prepared and designed and as far as possible to start designing in advance, to reserve a certain amount of flexible time in case of any accidents, and have time to adjust.
Hand gift preparation, some companies will have customized mascot or peripheral, can be given as a gift, but also depending on the situation with other companies, this operation can be based on the budget and the nature of the event to decide.
7. Enrollment channels
You can publish relevant information through the company's double micro, community, activity line, interactive bar, 31 meetings, pigeon and other third-party channels, but it is recommended to use the same enrollment portal, such as adding the company's WeChat customer service MM, forwarded to the circle of friends, inviting other people to pay attention to, but also directly submit the enrollment information, it is best to contain the company, name, position, phone, email and other key information to facilitate follow-up follow-up. Email and other key information to facilitate follow-up contact. Traditional industries and especially important guests need to submit paper invitations, which will appear to be more important. Others can use electronic invitations, which will be more convenient and faster.
8. Budget
As an operation, the general activities of the project cost to do a good understanding of the comparison of the budget, too little, the late additional high degree of difficulty. Budget is too high, the leadership may cut a large cut, reasonable market offer and appropriate surplus is to ensure that the activities carried out on schedule as a prerequisite. Generally speaking, 10% of the budget must be reserved for the most unexpected budget.
▌Third, the activities of the site arrangements
1. staff division of labor and responsibilities clear
Develop a clear division of labor table, and responsibility to a person, can not vaguely say who is responsible for a module on the end of the matter, but to make every detail of the work to determine a good list. Face to face communication again before the start, whether the work of the task is clear, for the contingency of the backup program is ready, so as to avoid the occurrence of the task is not in place because of the understanding of the implementation of the deviation of the situation.
2. Grasp of details
Details, is the key to determine the success or failure of the whole event, such as links and links between the interface is smooth, whether the host of the words of the error, the guest card and the location of the arrangement of whether there is a mistake, accommodation, food and transportation and other links have been put in place, if the number of people, the medical security issues need to be considered as well, the wrong word in the PPT, the word harmonic, so each and every detail implementation is in place, all have a bearing on the success or failure of the event. Whether the details are in place or not is related to the evaluation of the event by the audience. There are also a number of accidents are properly considered, such as in case the number of people beyond the expected how to arrange for seating, on-site equipment if the temporary failure of the replacement program, the guest speaker's PPT and rehearsals need to be arranged, and so on.
▌4, event publicity
Activities also belong to the category of an event marketing, investment costs of less than eighty to ninety million, more on the tens of millions of dollars, want to play the maximum value of the event, not only to influence the guests, but also to the partners who did not come to the partners and potential customers to convey the message that you need to use the power of public relations and promotion. In three parts, one part is social communication, including its own new media platform double micro and UC, today's headlines, Zhihu, Douban, Baidu news, ZAKE pan-media platforms, KOL number, community and other tweets released; the second part is the media channels, such as media promotion, including information APP, Tencent, Sina, NetEase, Sohu, Baidu and so on, the network media, the party and government authoritative media endorsements; the third part is the video communication platform, short videos, short videos, short videos, short videos, short videos, short videos, short videos, short videos, short videos, short videos, short videos, short videos. part is the video dissemination platform, short video and long video dissemination channels should be covered.
Post-conference publicity is best released on the day of the end of the event, and if there is a shortage of manpower, it can be arranged to be released on the 2nd day. If it is continuous, you can also take this opportunity to do a preview of the next installment, informing the audience to keep an eye on the developments.
▌5, activity summary
After the event we need to do a report on the event, summarize the experience and lessons learned, and quantify the results of the event into a graphical form of data output, statistics on the activity of the ROI, the return on investment, the data dimensions can include: the number of activity participants, the number of interactions, the number of people who signed up, the rate of arrival, the number of people who returned to the late visit and information, the number of enquiries and information, the activity of the budget control index, the activity exposure rate, the budget control index, the number of activities, and the information of the campaign. Budget control index, activity exposure rate, activity dissemination breadth, the number of media reports, WeChat public number data, activity ROI, community data, personal number data, activity satisfaction survey.