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MindMap Gallery Three Steps to Event Planning

Three Steps to Event Planning

Event planning is one of the basic capabilities of operations. There are many ways to guide operators to complete activities one after another, help obtain traffic, and solve conversion problems. This mind map summarizes the three-step method of event planning, namely setting goals, determining paths, and finding resources, and further subdivides the elements. I hope it can bring you inspiration and thinking.

Edited at 2020-12-16 09:33:56

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Three Steps to Event Planning

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Three Steps to Event Planning

1. Set goals

The first step in event planning is to determine the event goal. This goal has three specific meanings.

business goals

Business goals are actually attracting new customers, retaining them, and monetizing them.

Specifically include

APP downloading, registration, payment, and the growth of public account fans

Expansion and retention of community size

Product repurchase

user goals

That is, user needs, which represent a certain type of user group and some of their needs.

User goals need to be established through user research, competitive product analysis, market observation, etc.

For example

Double Eleven Promotion

Merchant wants to clear out stock

Users want to consume

Double Eleven can meet the needs of both parties

Education Industry Lecture Enrollment Activities

High school entrance examination planning

Preparing for the war at the beginning of Xiaosheng

Users need to resolve educational confusion

activity indicators

Refers to the data tasks that need to be achieved specifically for the activity

Number of event participants

Number of people converted through activity

Number of new people attracted through activities

Three types of goals can ensure that activities do not deviate from the direction during the planning stage and have a high probability of achieving the expected results during execution.

2.Determine the path

The general activity design path is mainly: promotion->attraction->activation->dissemination->conversion

promotion

When promoting in various major channels, you need to consider the traffic location of the target users and the traffic scale of that location.

The more precise the channel, the better

The bigger the better

For example: APP’s Kaiping advertising space, website’s homepage carousel image, WeChat group, circle of friends, etc.

attract

Deliver accurate information through text, pictures, videos and other content forms to attract target users to participate in activities

The more eye-catching the copy description is and the more eye-catching the visual design is, the better the participation effect of the event can be guaranteed.

The core is to polish event copywriting, visual design, information logic, etc.

activation

Guide or remind users to continue to participate in all aspects of the activity through products and operational methods

Mobilize the overall activity, increase stickiness, and pave the way for the dissemination and conversion of subsequent activities.

Often use gamification thinking

Push points tasks

Give honorary certification

Design ranking list

spread

If more people participate in the event, you need to rely on users who have already participated to share.

Passive mode

Rely on fission mechanism

Active way

Find KOLs

Make slogans

Leverage the community

Reference: Three Principles of Tipping Points

Convert

This is the last step and consists of two levels

retained users

Guide users to enter long-term WeChat groups

Follow the public account used for the service

Selling core products

Directly create revenue and screen out real target users

Basically, most activities will follow these five steps, but the difference lies in the gameplay.

3. Find resources

The resources required for activities mainly include four aspects: content, rewards, channels and personnel.

content

copywriting

Including promotional words, operational words, rule descriptions, landing page information, product information, etc.

picture

Including posters, carousel images, article images, banner images, etc.

Audio and video

Including communication and course audio and video, etc.

award

Physical and virtual rewards

Different types of activities give different rewards

For example

Educational activities mostly provide books and courses.

Brand activities are willing to give away homemade peripherals

Membership activities provide free trial service rights for a limited time

For e-commerce activities, high-priced gifts or even cash are given.

channel

Own channels

WeChat group, QQ group, public account, circle of friends, Weibo account, Douyin account, etc.

Business channels

Replacement of resources for enterprises in different industries, placement of KOL advertisements, placement of advertising spaces on traffic platforms, etc.

personnel

It is the core resource to ensure the implementation of activities

It is necessary to divide labor according to the activity plan and find the personnel needed for the corresponding links.

Common division of labor

Operations staff who execute activity plans

The planner responsible for the overall planning and implementation of the event

Production and research personnel who ensure the effectiveness of activities and the absence of technical failures

Guests or KOLs who add influence to the event

Finding and preparing the required resources are the specific details of an event and determine more than 90% of the effectiveness of an event.

How to implement event planning

Take the 21-day check-in event as an example, follow these three steps to plan and display

Activity goal

business goals

Activate old users and attract new users

user goals

Old users are not proficient in a certain piece of knowledge and need to spend all their time training intensively.

activity indicators

Number of participants and check-in rate of check-in activities

activity path

1. Public account tweet promotion

2. Users scan the code to join the group

3. Sign up to participate in the mini program

4. Daily reminders in the group and public accounts to check in

5. Complete the exercises every day

6. Share check-in and sign pictures every day

7. Complete the check-in on the last day

8. Issue punch-in rewards

event resources

content

Official account soft article

Check-in event recruitment, group operation skills, promotional posters

promotion

Photos of punch-in date and punch-in content

Daily check-in questions

specific activities

award

After 21 days of check-in, the top ten will be selected based on points, days, results, etc.

Prizes of different values will be given to the first place, second to fourth place and last six respectively, mainly physical ones.

channel

Mainly public accounts, WeChat groups and WeChat Moments

personnel

Public account operator

Responsible for writing soft articles

WeChat group operator

Responsible for check-in guidance and user Q&A

Teaching and research staff

Responsible for checking in questions

In addition to these three steps, the implementation of activities also requires specific personnel division of labor, promotion schedule and standardized execution process.

Conduct a review after the event to identify problems and propose improvement plans to guide the next similar event.