Activity operation: Grasp three key points and plan a perfect conference marketing activity.
As an important part of marketing, conference marketing is often widely used in marketing activities, especially for B2B enterprise marketing.
The essence of conference marketing is to show the professional corporate image, tap the sales intention and carry out hidden sales by locking the target customer groups, through all-round forms such as space, speech, display and experience, and through contact and interaction with the target groups.
At the moment when the operation work is more and more subdivided, conference marketing belongs to the category of activity operation, which usually has several forms: salon, conference and exhibition. This requires operators to formulate corresponding activity plans according to the marketing objectives of enterprises. Next, I will illustrate the key points that different forms of conference marketing activities should grasp through several examples!
Activity operation: Grasp three key points and plan a perfect conference marketing activity.
Main points of conference marketing activities
Communicate in place once and truly understand the intention of the leader.
In fact, leaders are most aware of the company's strategy and the future direction of products, so it is very important to communicate and confirm repeatedly before the event.
For example, the CEO of a mobile medical startup company said that the company's health cloud platform was about to go online. Please invite several media to hold a press conference to increase the exposure of APP products on hardware web platform and bring them to market quickly.
So, I think, the leader said that Shanghai is the place to choose, and it should be tall and choose a five-star hotel to hold a high-end conference. So I quickly invited several suppliers to start activity planning and made a comparison plan for four suppliers.
The result can be imagined, and it hit a wall. The CEO doesn't want a luxurious stage, after all, the boss wants to use every penny to the extreme at the start-up stage. An entrepreneurial coffee shop invites some interested investors, enterprises and industry media to have in-depth face-to-face exchanges to see how the market reacts to this product. This is what the boss wants.
Therefore, before the event planning, the operator needs to communicate with the leaders repeatedly. Before communication, we should make plans for PlanA, PlanB and Planc in different venues, different themes, different exhibition forms and different steps, and clearly list the expected audience and the achieved results of each plan. After in-depth communication with the leaders and determining the direction, you can get twice the result with half the effort.
2. Clarify the purpose and present the core content in the best form.
This part takes the exhibition as an example. At present, industry summits and forums are important forms for peers to display their brands and communicate with the industry.
Usually, a group of manufacturers and service providers will gather to give keynote speeches on a certain topic, set up corresponding sponsor booths, and invite target customers to visit and exchange on the spot.
Therefore, as an exhibitor, the key points of planning are: exhibition hall, speech, booth interaction and media exposure.
Judging from the design of the exhibition hall, taking Alibaba Cloud Exhibition Hall as an example, the exhibition hall is fully customized, open on three sides, and the logo is exposed. At the same time, it highlights the "immeasurable value" of slogan. There are different product divisions in the exhibition hall, and a demonstration experience area for visiting customers to experience.
Activity operation: Grasp three key points and plan a perfect conference marketing activity.
Alibaba Cloud booth
For big brands, because of sufficient budget, they usually choose customized exhibition halls and design unique booths that meet the product positioning and characteristics. Usually, this customized booth will be particularly "amazing" in a number of standard exhibitions, which is very eye-catching, and there will be many people in the natural exhibition hall.
But for ordinary enterprises, especially those in the initial stage, there may not be enough budget to customize the booth, so when choosing the exhibition, we should pay attention to several details:
1. Plan ahead. Generally speaking, the exhibition is based on the date of signing the contract, and the earlier the exhibition, the higher the priority:
As an operator, you can plan ahead. If you decide to participate, you should communicate with the organizer as soon as possible. The location of the reservation is generally the entrance and exit, and the location of the fork is better than the corner and the single channel. Try to choose a superior position according to the guide map of people flow.
2. The exhibition can also bring new ideas into play:
Usually, the standard booth is chosen, which saves the design and construction of the exhibition hall. At this time, the background display board is very important.
Generally speaking, Yi Labao brochure is a complete set of materials, and the theme and style must be unified. The exhibition board is the summary of the summary, Yi Labao is the display of key contents, and the brochure is a complete introduction of the company's products as a whole.
The background board shows that major brands, new products, new functions or comprehensive solutions can be selected. Can be combined with the nature of the exhibition. If all the customers we visit are from a specific industry, we can make corresponding solutions for customers in this industry, decide the display style according to the characteristics of customers in this industry, and deepen customers' impression of this industry.
Usually, the exhibition is also a good opportunity for the company's official WeChat account to gain popularity, and it can be combined with colleagues in new media operations to do a small booth interactive activity of "attention and surprise". After scanning the code, we can enter an H5 animation and social media to get a beautiful gift. The setting of interactive links and the choice of gifts determine the goodwill and participation of customers in this interaction, so it needs very careful preparation.
Activity operation: Grasp three key points and plan a perfect conference marketing activity.
Standard booth
3. Keynote speech to enhance customer awareness:
At present, industry exhibitions or summits usually combine two forms: booth forum. If the budget is sufficient, or the company leadership has ip effect, it is recommended to choose the corresponding sub-venue for keynote speech. Because on the one hand, speech can give customers a strong enterprise with dry goods to share; On the other hand, after listening to the sharing with the intended customers, we can enhance our awareness of the products.
The content of the speech is also operational planning. Try to produce dry goods, which can be an industry insight or an in-depth research result of the company in a certain field. It is best to speak with a lot of data, because the data is the most convincing, which naturally leads to the company's new products in sharing and expounds the benefits and commercial value that can be created for the enterprise. Excellent speech skills, stories, jokes and Amway products can be greatly recognized by the customers present, and after the end, it can also attract a wave of people to the booth to experience the products.
Third, grasp the key processes and make emergency plans.
Make the conference marketing schedule in three stages: before, during and after the conference. Different types of activities have different requirements for the three stages of work. This part takes self-run salon activities as an example to illustrate:
1: Preliminary preparation
Theme:
What is the purpose and expectation of holding a salon? Customer appreciation meeting, fan meeting, or offline coffee sharing. According to the nature of the event, formulate the corresponding theme. Who usually highlights the theme? What is the theme of brand exposure and sharing? Who will speak? Celebrity effect of sharers.
Time:
Weekdays or weekends? Before we set up the salon, we were once obsessed with this time, or we looked at the nature of the event. For example, the sharing of the six modules of human resources held by hr Cafe was arranged on weekdays. We sent a formal invitation email to the registered hr and listed the main points of sharing. As an industry exchange, you can apply to the company for field work.
If it is a fan meeting, the big coffee micro-class will improve personal skills. It is recommended to choose the weekend and have refreshments. The attendance rate is basically quite high.
Location:
Small salons, start-up cafes, joint venture spaces, incubators, etc. They are all suitable choices, with low cost and easy to create an atmosphere on the spot. It is a very reliable cooperation to choose a suitable venue according to the scale of the event, and to promote the event and invite speakers or audiences with the help of the long-term accumulated popularity and resources in the local area.
Characters:
Hug your thighs. Try to mobilize resources to find big coffee. It can be found through acquaintances, communities and circles. And clarifying the purpose and direction of the salon can bring benefits to big coffee, such as getting to know a group of big coffee in the industry, and the dry goods and excellent speeches of big coffee can greatly improve the activity.
Process:
How to arrange the opening, climax and finale of the event, how to intersperse some episodes in the middle, the time control and content structure of each speaker should be carefully arranged to keep the audience highly focused. For emergency handling of emergencies, it is very important to choose an experienced host with strong on-site control ability.
Materials:
Sign-in and hand-gift, H5, poster, long circle of friends, invitation letter, guide map of the venue, EDM, SMS and telephone invitation terms all need to be carefully prepared and designed. The design should be started as soon as possible, and some flexible time should be reserved to prevent accidents, and there is still time to adjust.
For the preparation of gifts, some enterprises will have customized mascots or surroundings, which can be given as gifts or cooperated with other enterprises as appropriate. This business can be decided according to the budget and the nature of the activity.
Registration channel:
You can post relevant information through the company's third-party channels, such as WeChat, community, activities, interactive bars, 3 1 meetings, carrier pigeons, etc. However, it is recommended to use the same registration portal, such as adding the company's WeChat customer service MM, forwarding the circle of friends, inviting others to pay attention, or directly submitting the registration information, preferably including key information such as company, name, position, telephone number and email address, so as to facilitate follow-up contact.
Budget:
As an operation, we should be familiar with the expenses of general activities. Compared with the budget, it is too little, and it is difficult to add it later. The budget is too high, and the leader may cut a lot. Reasonable market quotation and appropriate surplus are the prerequisites to ensure the activities to be carried out as scheduled.
2. Activity execution
Clarify the division of labor and responsibilities of employees;
Clear division of labor table, the responsibility lies with people. You can't say vaguely who is in charge of a certain module, but list every detail of the work and determine it. Communicate facetoface again before opening, whether the work tasks are clear and definite, and whether the emergency backup plan is ready, so as to avoid execution deviation due to ignorance of the tasks.
Grasp the details:
Details are the key to the success of the whole activity, such as typos and homophones in PPT. Baidu PPT has been deeply impressed so far, so whether every detail is put in place is related to the audience's evaluation of the event.
3. Post-publicity, next notice
On-site shorthand is the key to release activities, and many audiences want to get dry goods information after the activities, so the summary after the activities depends on the completeness of shorthand.
It is best to release publicity after the meeting on the day of the end of the event. If there are not enough people, they can be released the next day. The so-called strike while the iron is hot is the truth.
If the salon is continuous, you can also take this opportunity to make a preview of the next issue to inform the audience to continue to pay attention to the dynamics.
Activity operation: Grasp three key points and plan a perfect conference marketing activity.
Activity execution summary table
The above summary stems from years of experience in conference marketing. An excellent event operator needs to have an overall view, excellent communication skills and excellent overall planning and execution capabilities.