This paper will share the idea of activity planning from two aspects: pre-preparation and online preparation, and analyze the details that need to be paid attention to.
Today, let’s talk about online activity planning. All the partners who have done operations know that activity planning is one of the core tasks in operation.
Pre-preparation is mainly shared from the aspects of insight into user needs, activity themes, activity targets, activity selling points, activity rules, product selection, activity cycle, budget and effect estimation, and publicity channels.
Among them, the selling point of the activity is the core of the whole activity, and it is also an important factor to determine the final effect of the activity; Commodity selection and channel promotion follow the product and channel in the four elements of operation. The purpose of doing activities is to tap and upgrade the transformation of new and old users through core selling points and the use of superior commodities and channels, and finally achieve the purpose of innovation and secondary transformation.
Understanding users’ needs is the first step in activity planning. What are the needs of users at this stage? Why are there these needs? List and analyze them one by one.
What the event operators have to do is how to meet their needs and make them feel satisfied; In the end, a good reputation is formed, and the users themselves have become the propagandists and promoters of the platform, which is the most ideal result.
- Mining from users’ psychological needs: analyze users’ current psychological demands, and what can be done to impress them?
- Mining from users’ material needs: analyze users’ current material needs, and what do they urgently need?
- Mining from the investigation of competitors: by investigating the situation of competitors, we can understand their current marketing strategies and gain insight into user needs.
After the user’s needs are clearly understood, the next step will be easy to start!
The theme of the activity is generally determined according to the annual activity plan, such as traditional holidays, western festivals and industry-created festivals throughout the year.
Generally speaking, the theme of the activity should not be too long, and it should be concise, relevant, novel in meaning and unique to some extent.
The theme of the activity should be accompanied by a subtitle or core selling point to set off the distinctiveness of the theme and let the users participating in the activity know the core selling point of the activity in a short time.
Such as:
- Tmall double 11, 10% off the audience
- JD.COM 618, send 2000 for over 1000.
- Suning.cn summer season, purchased in 0 yuan.
- Dangdang Book Festival, buy one and get two free.
The object of the activity refers to whether the activity is aimed at new users or old users. The marketing selling points of new and old main products are different. Generally speaking, the selling points for new users are larger and the cost is relatively high. For old users, we mainly maintain the activity of old users and the second purchase and transformation, with less power in selling points and appropriate cost control.
Such as:
- For new users: send novice gift packages, deduction coupons, discount coupons, cash-filled red envelopes, etc.
- For old users: send shopping points, postage cards, coupons, lottery places, etc.
As we have said above, the selling point is the core of the activity and an important factor that determines the breadth and effectiveness of the activity; Therefore, firstly, we should strengthen the idea of selling points that are easy to spread, and secondly, we should strengthen the idea of selling points that are attractive to the objects of activities. These two points must be established within the appropriate cost range, and remember that any activity is not aimed at high subsidies.
(1) Easy to spread：
It is necessary to ensure that both the sharer and the sharee have benefits, so as to form a communication effect, more and more people will participate, and at the same time, the sharer and the sharee will be indirectly transformed into their own members; Such as JD.COM’s "Divide up JD.COM beans and get cash."Activity, launched by Pinduoduo"Free spellingActivities, etc., while sharing activities, indirectly gained a large number of users, thus realizing the fission of user sharing.
(2) Attraction：
The attraction of the selling point of the activity is the catalyst for the transformation of the activity; The general forms of expression are buy-and-send, full-court xx discount, buy X to send X, pre-charge xxx yuan to send xxx yuan, limit free of charge, limit lottery, spike and so on. No matter which form, it is ultimately inseparable from the controllable cost principle, which maximizes the cost performance ratio without losing its appeal.
Every time you plan an activity, you can create one or two explosions appropriately, use them to drain and refresh, and then conduct secondary guidance through the second explosion to create a sustainable consumption pattern.
Explain and restrict some details of the activity:
- Whether the user object targeted by the activity is a new user or an old user, or it does not distinguish.
- What conditions can I meet to get the activity reward?
- What goods are within the scope of activities?
- Whether to set the threshold of consumption quota?
- Is there a limit on the number of awards?
- Do you want to set a participation threshold for users participating in the activity?
- Need to explain the active portals, such as PC, APP and WAP.
- Whether the reward of this activity overlaps with other activities;
- Description of the issuing time of the activity reward.
- Instructions on how to contact customer service if you have any questions about the activity.
- The right to interpret this activity within the scope permitted by law belongs to the owner, etc.
- Selection of explosion models: select 1-2 models, with low cost (0 profit), wide audience, strong acceptance and easy dissemination.
- Selection of sub-explosions: The number depends on the platform, so as to guide the selection criteria of secondary transformation, a small amount of profit space and the combination of high and low costs.
- Selection of general commodities: the quantity depends on the platform, with large profit space and easy acceptance by users as the standard.
There is no fixed standard for the activity cycle, which is based on the estimated activity effect. The length of time depends on the duration and heat of the festival, which varies according to the actual situation.
- Cost budget: activity commodity cost, activity reward cost estimation, activity sharing and publicity cost, plus activity planning and preparation cost, etc.
- Effect estimation: how much registration, turnover, turnover, conversion rate of each link and ROI are completed.
If there are many choices, we can’t estimate them one by one, but only according to the average price of all commodities, the average transaction quantity and the average transaction cost.
Whether to adopt channel publicity depends on the scale of the activity and the budget of the company that initiated the activity.
Of course, free channel promotion is the first choice, so the combination of self-media platform, WeChat WeChat official account, WeChat group, SMS, industry forums, a certain number of online media and other promotion is the current cost-effective choice! In the case of insufficient budget, payment channels, such as search engine keywords, information flow, big V, etc., can try to only advertise brands.
Landing page UI diagram, banner, landing page link, addition of active page TDK, addition of data monitoring code.
Preheating and official SMS, pre-heating and official self-media tweets, pre-heating and official forum tweets, pre-heating and official WeChat friends circle forwarding pictures and texts, pre-heating and official official WeChat group publicity pictures and texts.
Search engine keyword material preparation, information flow promotion material preparation, and other hard and wide material preparation.
Attached below is a list of material preparation items before the whole activity goes online:
Activity operation is a very brain-consuming activity, with a wide range of considerations and many details, ranging from the high cooperation of various matters to the correctness of each word.
Activity operation is one of the important categories of network marketing. Its function is not only limited to the purposes of innovation, promotion and transformation, but also the series of regular activities can enhance the brand’s popularity and influence and help broaden the user base.
After the activity, you need to make a summary, mainly analyze the shortcomings according to the estimated effect of the activity, and put forward optimization suggestions to avoid the same problem in the next activity!
Well, that’s all for the event planning, and I hope it can bring you gains!
Author: Minghang said operation (WeChat WeChat official account: minghang0205)
This article was originally published by @ Minghang. Everyone is a product manager. It is forbidden to reprint without permission.
The title map comes from Unsplash and is based on CC0 protocol.