? An idea of activity planning

Five elements of activity planning

Matters needing attention in activity planning

Several elements of planning copywriting

Second, the process of activity planning

Activity planning process

Reasons for activity planning

Effectively combine the cause with the product.

Publicity and promotion of activities

Three award settings

Four planning examples

Planning examples and analysis

Plan form set

Five Live Studio Competitor Activity Planning

Thinking and summary of planning

1. demand: the demand of both parties (the purpose or reason of the activity).

There are three levels of requirements in development: business requirements, user requirements and functional requirements.

Define project objectives: deliverables of the project; Set the deadline for project development; Quality standards that must be met by the delivery results; The cost limit that the project cannot exceed, etc. ;

Define the project premise: whether the project needs other personnel; Whether the project has the required resources; How important the cost is to the project and who has the right to increase the project budget; Whether the risk of the project is controllable, etc.

2. Copywriting support: event planning draft, publicity copy, SMS copy, etc.

3. Design: achieve the final display effect.

4. Materials: (mainly publicity materials)

Offline: ① Various promotional materials (POP, Yi Labao, DW brochures, flags, leaflets, etc. ), event venue, PPT, etc.

Online: ① Selection of various promotion channels and platforms;

5. Prizes: the setting of prizes should be combined with the main products as far as possible, and the target user groups should be considered; Budget and activity effect.

1, check the train of thought:

① Simulate thinking from the customer's point of view, empathize and see if there are any defects;

Pay special attention to details, which is the most important aspect that distinguishes your plan from others;

③ Try to provide various schemes from different angles.

2. Five things that run through the whole story

What, why, for whom, how and how to do it well.

3. Emergency plan

4. Accumulate in peacetime

First of all, I am interested in planning: collect at least one case of event planning or marketing planning every day, analyze, summarize and accumulate; Pay attention to the planning ideas and small gifts in life.

1, activity purpose (activity demand/activity demand)

2. Preparation before the activity: activity time, activity place, activity requirements, etc.

3. Activity rules and prize setting; Activity budget

4. Specific process arrangement of activities

5. Post-activity maintenance

6. Summary of activities

1, find reasons for activity planning:

(1) Reason 1: Time

(1) Legal holidays: such as May 1 International Labor Day-the most glorious labor; National Day-Seven Days of National Day Music, etc.

2 seasonal changes: such as seasonal clearance;

(3) Today in the company's history: If 99 yuan sends 50 yuan to celebrate the company's seventh anniversary, the manager will be crazy!

With the rise of the Internet, self-created festivals such as Double Eleven and Double Twelve have been rendered into a national carnival, which can also be used for reference.

* Summary: It's easier to gain customers' recognition by doing activities on the grounds of time. Customers may really think that you are celebrating the seventh anniversary, but with the rise of the Internet, raising the price in advance may damage the company's brand. Therefore, it is particularly important to formulate rules, as well as the attractiveness and self-dissemination of copywriting. In this case, the content operation may actually be more attractive than the product.

(2) Reason 2: the commodity/product itself.

Launch the latest goods/products to start the market;

Such as preferential service activities of game companies and battlefield activities; Company opening, new product release, etc.

* Summary: Taking the information of the product itself as an activity requires the planner to have a deep understanding of the product itself and be able to grasp the points that consumers are most interested in to organize and guide.

(3) Reason 3: Industry hotspots/news hotspots.

EIA crash, the latest meeting of the Federal Reserve, release of non-agricultural data, etc.

* Summary: To plan activities from this perspective, we need to know what hot spots (selling points) have recently, why investors pay attention to these hot spots, and how can I make use of them.

(4) Self-explosion

This plan is a bit risky:

If it is a title party, it will disgust customers;

(2) If the company's shortcomings are really exposed, it may cause losses to the brand.

* Summary: In general, we can start with some common shortcomings, and then explain that the company has been working hard in this area. But on the whole, the risk is great. To accumulate cases, you should have enough experience and grasp before using them. (I feel that planning is getting more and more fun:)

2. Effectively combine reasons with activity rules:

(1) The activity design is seamlessly connected with the reasons;

For example, if you are the operator of an e-commerce website and want to plan the activities of a product, hoping to make customers feel that they have gained benefits, but you don't have high operating expenses, what can you do? (Several elements of specific activity planning)

① The theme of the activity is attractive;

② Carefully match the theme and reason of the activity;

③ Carefully set up activities and rules;

④ Let the activity give people a unique feeling (empathize with others and grasp the customer's psychology).

(2) Setting of activity rules

Remember two words: the process is simple and less thinking, and the copy is clear and unambiguous.

(3) Setting of specific rules:

To a large extent, it determines whether the user's interest is enough to attract users to participate in activities. Please note the following points:

① Ordinary prizes are not necessarily better than lottery tickets, but if the rules and graded exposure of lottery tickets are not well designed, they are not as good as simple and rude ordinary prizes;

② The more complicated the activity rules, the greater the user's escape mentality. But if you adopt gamification design rules and give rewards step by step, then users will follow your rhythm very obediently.

3. The rules have been decided, and we need to cooperate with each other to achieve the final good result.

(1) Rewards in kind

Prizes are related to products as much as possible, such as jewelry financial products activities, and the prizes given to customers can be gold and silver jewelry, jewelry and so on. This can not only promote the brand, but also save costs.

(2) Lottery bonus

Scratch music, welfare lottery, etc.

(3) Redemption

(4) Send a WeChat red envelope and set a red envelope secret order.

The setting of the secret order needs careful consideration, which can spread the brand value, telephone number and the like and deepen the impression.

(five) points to send prizes.

1, China investment and finance promotion and registration activities planning.

(1) Activity theme: CIC Finance calls you to Wuyue to collect money!

(2) Activity purpose: attract registered users.

(3) Activity time: 14:00- 17:00 (the specific time needs to be adjusted according to residents' consumption habits, and the time should be arranged as much as possible during the period of high residents' activity and traffic, which needs detailed investigation and setting).

(4) Activity rules:

1 Pratt & Whitney Award: Scan the code to log in to the WeChat platform for registration. After registering and binding the bank card, you can get 5 yuan cash to enter the bank card;

② Surprise prize: draw the grand prize and set the first prize, the second prize and the third prize. Exposure rules need to be set in detail.

(5) Single event setting:

① Opening program: song and dance performance (please consult Wuyue Square for details), and the host's opening remarks (introducing the theme and platform of this event, etc. ).

(2) Moderator's appearance: introducing platform financial products, and interacting with each other through a prize-winning question and answer;

(3) Lottery: Detailed consideration, emergency plan, considering unexpected situations such as the lottery number not being on the spot. ;

④ End

* The activity background board can play the recorded video as early as 15 minutes after the activity starts.

(6) Activity budget: venue fee, host, advertising space, etc.

(7) After signing the contract with the organizer, refine the relevant matters and arrange the implementation.

(8) Material preparation:

Publicity materials (Yi Labao, Jianqi, DM magazine, leaflets, short message copy, electronic screens of venues, pictures of shops, background boards, etc.). ), and arrange for dolls to distribute leaflets (whether training, budget, number of people, etc. are needed). ).

(9) Media publicity, etc.

2. CH brand planning * * *

(1) activity theme: "CH life improves life" public music tour.

(2) Purpose of the activity:

① Strengthen the word-of-mouth communication of CH, tap more potential customers, and cooperate with media public relations to promote and boost sales;

② Maintain and stabilize existing customers and deepen emotional communication with the owners;

③ Add extra points to the brand image of CH, and enhance the connotation and sense of belonging of CH;

④ At the same time, it also improves the social image of CH and forms a lasting communication effect.

(3) Moving time: August 20th1April-June 10.

(4) Location: For the target communities in urban areas, Xuanwu District, Fengtai District and Haidian District, enter large communities;

(5) Activity form:

(1) Carry out a concert tour in selected communities, reflecting the main body of the third phase of "Building for Better Life";

(2) distributing information on the spot and advocating "upgrading home ownership";

③ Invite relevant media to follow up.

(6) Activity flow:

Pre-preparation stage:

(1) Set up a CH band, or invite the owners to form a team, with funds allocated by CH;

(2) Contact the neighborhood committee of the target community, in order to publicize the main theme and enrich the residents' life, and agree on the venue and time;

(3) Prepare all kinds of publicity documents.

Activity start stage:

① Choose Saturday and Sunday 18:00-20:00 for live performance;

The concert combines performance, singing and dancing to express the theme of the performance.

(3) on-site arrangement of dolls or sales staff, distribution of beautifully made promotional materials;

④ Communicate with interested customers and ask for mailing address and contact information.

Activity end stage:

(1) Contact the community security in advance to maintain the export order;

(2) Material recovery after the activity.

③ activity summary

Activity analysis summary

1, Yintai Boudoir Circle

20 13 May, Yintai Group launched the social network "Yintai Boudoir Circle", in which more than three members of Yintai VIP group can enjoy more points and preferential activities and share shopping happiness.

2. Lu Jin Finance's "burning money strategy"

Lu Jin Financial Bank directly took out several boxes of apples and put them on the Expo. Then it shouted: if you invest 10000 yuan, you will get 1 box of apples, and if you invest10000 yuan, you will get a truss. As a result, after three days of activities, you successfully completed the fundraising plan of 654.38+0 million yuan.

3. Find complementary institutions to cooperate.

Beneficial Network Grafting Small Loan Company —— Turning P2P into inclusive finance of Community. Cooperation with small loan companies means that the borrower's online credit information cannot be completed. With the help of the resources of existing small loan companies, the platform is responsible for developing offline borrowers, credit investigation, audit, post-loan management and collection of customers, and providing principal and interest guarantee.

A P2P company established in Beijing: holding hands with real estate agents to carry out business.

Operation mode: The real estate agent introduces the customers who need short-term loans to the P2P platform, and the platform decides whether to lend after reviewing the qualifications of the customers. On the one hand, this method diverts the clients of real estate agents to P2P platform; On the other hand, in terms of risk control, real estate companies have done simple risk control, because they know whether customers are the only houses and how much they pay each month. This cooperative relationship can really achieve mutual benefit and win-win!

4. Borrowing from online to offline in the same city.

Yilongdai-Cooperation with newsstands and convenience stores in Hunan Province

Step 5 draw a lottery

(1) Lucky Wheel

(2) gather together to give gifts.

For example, in an activity held by Yintianxia, 10 Golden Monkey can participate in the lucky draw on the H5 page.

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6, spike activity

① 1 yuan for limited purchase.

②0 yuan spike activity.

③ Spike 50%

7. Thematic activities

Similar to Qingdao Beer Festival, Double Eleven, Double Twelve, etc.

Looking for the most beautiful piety; Looking for the most beautiful baby and so on.

8. Salvation

9. Grade

Best popular king

Gold king

Baiyinwang

(After ranking, you can set relevant rewards and permissions. )

10, red envelope secret order

Send a WeChat red envelope (you can set a random limit) to get the user's micro-signal and promote the brand.

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1 1, members give points (giving points ratio; Points redemption reward)

① Form: How many points the user sends and then activates; How many points are accumulated in the number of trading lots per week; How many points are accumulated in the number of trading hands per month and so on.

Benefits of points: used to exchange prizes or VIP services of teachers in the live broadcast room.

③ Problems to be considered in the integral system:

(1) Whether the enterprise has a point system and whether it can develop; Whether there are corresponding rules for members' integral consumption behavior; On the feedback of integral to members' interests.

② How many loyal customers can the integral system bring to the enterprise;

③ Exchange methods of budget and points (customer service, automatic system exchange or offline exchange)

④ Integral rule

12, free experience

For example: investment strategy, you can enjoy a week's live studio teacher's face-to-face professional advice after registration, and so on. (Note: It is emphasized that during the activity, it will not overlap with other activities.)

13. Activity strategy of the live broadcast room:

(1) Reward for logging into the live studio for more than 100 hours: The purpose is to retain customers, and you can get a title and wait for the "red label".

(2) The first cash deposit can be directly used for trading.

(3) Recharge rebate: how much money is invested and how much rebate is given. Of course, in order to maintain the company's profits, a maximum rebate ratio will be set. Rebate can only be used for transactions and cannot be taken out.

(4) Promotional activities: similar to participating in the next more attractive activity, you can only participate if the previous activity meets the requirements, which will make your appetite open.

14, share the reward

15. Open a simulated account for registered users.

16, rebate difference

1, empathy: user thinking and boss thinking, and the copy should meet the company's requirements and market rules;

2. Planning practice: careful and repeated investigation; User experience; Try to provide second-hand solutions from different angles; Emergency plan; Planning should be logical;

3. Be familiar with your own products: Combine the manuscripts planned in the previous activities and start with imitation.

4. Truth: The basis of copywriting planning is truth. Only based on real planning can we have ideas.

5. Retrospection: from case derivation to demand, collect more cases, and then push from back to front to analyze what the demand is; According to the demand, through what kind of activity rules to achieve. Accumulate and summarize, accumulate and accumulate.

1. Purpose of event planning (demand/demand): This point runs through the whole process of event planning and should be kept in mind from the beginning. No matter how novel the content is, it can't deviate from the theme. All kinds of activities serve the purpose of the activities.

2. Empathy-the customer psychology that can be thought of in event planning.

(1) gambling psychology

Lotto, synchronous lottery and other forms can be set up.

(2) Show off psychology

You can use ranking system, integral system and so on.

3. How to attract people through event planning:

① The activities are interesting.

② There are benefits (prizes) in the activities.

③ The activity starts from the customer's point of view and thinks what the customer thinks.

4, accurate positioning-grasp the activity object.

5, activity sharing-expand the scope of communication, reduce the activity budget.

Doing activities can not only bring physical benefits such as prizes to users, but also spread value and increase knowledge. For example, event marketing, word-of-mouth marketing, freshness and so on. Content operation is the key to distinguish activities from competitors!