Event planning is an effective way to increase market share. An event planning case with outstanding creativity and good executability and operability will not only increase the visibility of the company, but also the reputation of the brand. degree, will play a positive role in improving. The activity planning case is relative to the market planning case. Strictly speaking, it is subordinate to the market planning case. They are interconnected and complementary to each other. All are subordinate to the overall marketing ideas and models of the enterprise. Only market planning and event planning made under this premise are advertising behaviors with integrity and continuity. Only in this way can the audience group agree with a The cultural connotation of the brand, and the event planning plan can only enable the company to maintain stable market sales by following the overall market planning plan.

Main categories of event planning

Marketing-led event planning

Refers to theme planning whose activities are mainly focused on profitable sales and supplemented by brand promotion.

For example, the 2002 China Southern Auto Show, the 2002 National Day Real Estate Exhibition and the first Guangdong Entrepreneurs VS Chinese Stars Football Game. There is no doubt that these event planning are also improving the brand awareness of newspapers, but the original intention of the organizers is often to use the event as a tipping point to attract advertising from corporate customers and ticket resources from readers and target consumers. A single ticket for the 2002 China Southern Auto Show brought hundreds of thousands of yuan in revenue to the organizers. In addition, there was a large amount of preliminary and follow-up newspaper advertising revenue. The marketing performance impressed the peers. The main feature of this type of activity is that the activity itself is a "magnetic field" with enough charm to attract customer enthusiasm and consumer attention.

Communication-oriented event planning

The purpose of brand promotion and popularization:

Refers to planning that focuses on brand promotion and supplemented by profitable sales. Nobel Prize winner’s trip to Guangdong, community film tour, concept fashion show and customer networking event, Chinese Film Media Awards, etc. This type of activity focuses on the dissemination of media image. LOGO and newspaper layout pictures appear in the form of background boards, single volumes (pages), posters, white papers, gifts, etc. In addition, relevant leaders of the newspaper office participate in the opening, awarding, lottery or closing ceremony of the event, often Bring about a shocking moment.

For the purpose of entertainment and political overtones:

Refers to planning carried out under the instructions of others or human arrangements. For example, the group organizes life parties, social dances, etc. This type of activity is relatively not very large-scale, because it is usually focused on school students, so it is not very profitable and promotional. Relatively speaking, this purpose is relatively strong. Generally, it is in response to various document calls from the country, province (city), and school, or to enhance the emotional connection between people. At first glance, the forms are relatively rich, such as singing, dancing, poetry recitation, on-site poetry and painting, question answering, playing games, etc.

Hybrid event planning

It combines the characteristics of the above two types, doing both marketing and communication, and is a "have your cake and eat it too" type, such as the 2002 Guangdong Communications Festival , China Wine Industry Fortune Forum, World Chinese Advertising Forum, etc. These activities often require customers to place an order to participate in a fixed amount of advertising, and readers to purchase newspapers (cut corners) as prerequisites to be eligible to participate in the activities, and the activities themselves will also be accompanied by massive brand promotions. In the current increasingly fierce competition in the media management market, media will increasingly play the role of enterprises or quasi-enterprises, and will increasingly rely on marketing-led and hybrid event planning. This field will also become the future of major domestic media. battlefield.

Five elements of event planning A complete event planning should have the following five elements. The five elements of event planning are:

1. Attraction

Ability Failure to attract users' attention is the basis for the success of event promotion planning. In an event promotion plan, in order to fully attract users' attention and participation, it is necessary to seize the hot spots that the user group attaches great importance to, treat users with affection and benefit, stimulate users' enthusiasm, and promote users to be very active. of participation.

To improve the attractiveness of an event, you must have a creative idea. The planned theme must be able to reflect the user's curiosity, sense of honor, self-worth, sense of responsibility, ownership, interests and other needs, and also provide appropriate Spiritual or material incentives will greatly increase users' attention and awareness of participation. This year's Taobao Breast Beauty Contest was very successful. It satisfied women's self-expression and sense of honor, and also satisfied the beauty-hunting mentality of male users, so it caused a huge sensation on the Chinese Internet.

2. Credibility

Good event planning also requires a certain degree of credibility so that users can trust you. Especially entrepreneurial websites have basically no visibility. No matter how well planned your event is, if users have never heard of your website, and users do not have a strong sense of recognition, then not many people will participate in your event. The promotion effect is not very big. And how to enhance the credibility of event promotion?

For entrepreneurial websites, event promotion integrates favorable resources, seeks partners with a certain brand awareness, and makes a fortune through partners, so that they can More prestigious. I just built a local travel website a few years ago, and it didn't have much popularity at this time. At this time, we first borrowed the name of the government and cooperated with one of the most well-known local self-guided travel forums, using their resources to launch a very huge travel activity, and then attracted the attention of travel enthusiasts locally and even around the city, and then put these centers Users introduced to our website. Finally, I sped up and held several more activities. In this way, the popularity and visibility of the website expanded rapidly, which played a very good promotion role.

3. Relevance

Event promotion should be well related to the website’s products and brand culture, and should not deviate from the main user groups. It should be good at integrating relevant things and related information. resource. Event promotion without relevance is very naive and poor planning.

For example, it would be very bad for a B2B professional website to engage in activities involving Internet celebrities such as Sister Furong and Brother Hu. The promotion activities of a B2B professional website must be related to its products and services. A brand image that reflects its professional authority in the field of e-commerce. Areas related to corporate products, entrepreneurs, professional scholars, market work, etc. are all the directions for planning promotional activities. The higher the relevance of event promotion, the more concentrated its promotion effect will be, which will better reflect the cost-effectiveness of website promotion.

4. Fulfillment

The role of event promotion mainly comes from careful planning tasks in the early stage, and whether the promotion plan can maximize the performance of the promotion intention and the execution ability of the promotion activity It is very important in the entire promotion activity. Execution ability is mainly reflected in specific task descriptions, work process steps, execution personnel, execution time, emergency response plans, etc. If problems arise during the execution of the event and cause user dissatisfaction, the promotional effect of the event will be compromised, and even have a negative reaction on the website. Therefore, the prudent and orderly execution of event promotion is a very important factor in the entire event promotion. Therefore, before the event, the event plan for the entire event should be carefully considered to see if there are any loopholes. For large-scale offline promotion activities, in order to ensure smooth execution, it is best to have better training and acting. During the activities, unified command and strict and orderly execution are required to ensure the smooth development of the website.

5. Communication power

The communication power of event promotion is reflected in various periods before, during and after the event. Before the event, arouse users' interest and attention to create a warm-up effect for the event; during the event, do a good job in organizing the event, focus on the content and theme of the event, and gain users' understanding of the website products or website through user participation. A civilized and outstanding image; after the event, the publicity effect will be further dispersed and extended. Through other information transmission media, the influence of the event can be further expanded to obtain greater commercial value.

Event planning writing rules

Event planning projects come in various forms, generally speaking, including product briefings (press conferences), holiday promotions, news event marketing, etc., and for any of the above A plan can evolve into countless forms based on different business situations and market analysis.

Event planning often has a direct effect on the launch of new products, product terminal distribution and product transformation, so it is also an important part of advertising planning.

You need to pay attention to the following points:

The theme should be single and inherit the general marketing idea

When planning activities, you must first based on the actual situation of the enterprise itself issues (including the time, location, expected investment costs, etc. of corporate activities, etc.) and market analysis (including analysis of competitors’ current advertising behavior, analysis of target consumer groups, analysis of consumer psychology, analysis of product features, etc.) to make accurate decisions Judgment, and after conducting SWOT analysis, use strengths and avoid weaknesses to extract the most important topic at present and the most worthy of promotion at present, and it can only be one topic. In an event, you cannot do everything. You can only convey the most important information to the target consumer group. As the saying goes, "do something and do something not to do." Only in this way can the most important information be conveyed to the target consumer group to the fullest extent. The target consumer group can attract the attention of the audience and make it easier to remember the information you want to express.

Directly explain the points of interest

After determining the unique theme, the audience and consumer groups can also accept the information we want to convey,

But there are still many Although people remember the advertisement, they do not form a buying impulse. Why? That is because they do not see the benefit points that are directly related to them. Therefore, a very important point in event planning is to directly explain the benefit points. If If it is a discount promotion, you should directly tell consumers the amount of your discount. If it is a product description, you should sell the most eye-catching selling points. Only in this way can the target consumers be induced to purchase after being exposed to the direct benefit information. Impulse, resulting in purchase.

Activities should be carried out around the theme and as streamlined as possible

Have good executability

A suitable product, a good creative planning, plus A good execution team is a successful marketing activity. Whether the execution can be successful or not most directly and fundamentally reflects the operability of the plan. For planning to be well executed, in addition to careful thinking, detailed activity arrangements are also essential. The time and method of the activity must be carefully analyzed taking into account the location and personnel. The specific arrangements should be as thorough as possible. In addition, the impact of the external environment (such as weather, folk customs) should also be considered.

Change writing style

Generally speaking, planners tend to accumulate their own set of experiences in the process of writing planning proposals. Of course, this experience is also reflected in the writing of planning documents. In terms of form, everyone’s planning book may have its own pattern. But often such a model limits the thinking of planners, and it is impossible to grasp the market without a changing perspective. The content of the plan book should also be changed in writing style, because if the same customer sees the same shell of your plan over and over again, it is easy to develop a psychological attitude of distrust, and this kind of It is possible that the primacy effect affects creative performance.

Be careful to avoid subjective remarks

In the early stage of event planning, market analysis and investigation are very necessary. Only through the analysis of the entire market situation can we understand the enterprise more clearly. Or the problems faced by the product, only after finding the problem can we find a targeted solution. It is impossible for planners who make subjective assumptions to make successful plans. Similarly, in the process of writing the plan, subjective ideas should also be avoided, and subjective words should not be used, because if the plan is not implemented, any result may occur, and the planner's subjective assumptions will directly lead to the executor's interpretation of the event and events. Formal analysis results in fuzzy analysis, and if customers see subjective words in the planning document, they will feel that the entire planning project has not undergone real market analysis and is just the result of subjective assumptions.

Finally, one promotion cannot achieve huge results, nor can it establish a famous brand, so don’t try to solve all the problems through one activity. One activity can only mainly solve one problem. In the brand In terms of construction and product sales, only by adhering to correct marketing ideas and carrying out appropriate promotional activities at the appropriate time and appropriate place under this idea can the enterprise continue to develop faster and better.

Notes on event planning

Users

1. What type of people are your target user groups?

This is the key to website positioning , the most important issue to consider is that it must be accurate, so that the website will have an inherent advantage!

2. What benefits do you provide to customers?

This is the most important issue to consider when planning and dividing activities. Remember, the benefits don’t need to be many, but they must be particularly liked by users.

3. What feeling do you give users?

This is the most important issue to consider when building a website.

We must consider it from the user's perspective, and it is best to be innovative.

Customers

1. What products and services do you provide to customers?

Don’t just have a hazy idea, it must be concrete, specifically what products and services Serve.

2. What are the products and services that customers are willing to pay to buy from you?

Among the products and services, some are to assist in retaining customers, and some are to directly help you make money. Be sure to be clear about the products and services that directly help you make money! Be sure to be specific!

3. Why should customers buy these products and services from you?

These products and services must be what customers will buy from you, not what you assume. In this regard, they must be It is necessary to conduct in-depth investigation and understanding of customers, rather than making fantasies out of thin air. In other words, these products and services must be able to meet some strong needs of customers!

Channels

1. How to sell yourself

How to promote yourself to attract more and more customers. Popularity is a Base.

Festival Marketing Activities

As the name suggests, festival marketing refers to taking advantage of consumers’ holiday consumption psychology during the festival and comprehensively using advertising, performances, on-site sales and other marketing methods to promote products. , brand promotion activities are designed to improve product sales and enhance the brand's image. In terms of attribution, it is part of the entire marketing plan, rather than a short-term sales activity. For some holiday consumer products, the significance of holiday marketing is even more important.

The seasons of the year can be divided into four categories. The first is statutory holidays: New Year's Day, Spring Festival, Qingming Festival, March 8th Day, May Day, June 1st, Dragon Boat Festival, Teacher's Day, August 1st, Mid-Autumn Festival, National Day, Lantern Festival, etc. The second category is non-statutory holidays: Valentine’s Day, Mother’s Day, Father’s Day, Easter, Christmas, etc. The third is folk seasonal categories: summer solstice, winter solstice, Beginning of Winter, Laba, etc. The fourth is the holiday categories set by merchants: store celebration days, clothing festivals, kite festivals, food festivals, etc. Of course, the products are different, and the importance of the festival is also different. For example, the Lantern Festival is definitely the patent of glutinous rice balls.

Why do we need to carry out holiday marketing

The characteristics of holiday consumer psychology determine the unusual holiday sales form. For the promotion of new brands, it is an excellent opportunity for consumers to have close contact with each other. . For hypermarkets, the terminal where customers directly purchase products is worth looking forward to during the festival. It feels that the advent of the consumption era has also caused great changes in consumers' purchasing habits. From the emphasis on commodities in the 1990s, In today's homogenized era of cost-effectiveness and sensory consumption, consumers are increasingly following what their "hearts" want, and the atmosphere of selling what their "hearts" want carefully created by merchants will make consumers unconsciously "follow their feelings" , achieve target sales.

For fast moving consumer goods, holiday sales are also of great significance. my country’s current holidays are 114 days, accounting for almost 1/3 of the whole year, and the "May Day" and "National Day" golden The market value reflected in the weeks is even more impressive. According to statistics from a hypermarket in Shanghai, sales during the "Golden Fortnight" accounted for almost 40% of the annual sales.

So how to attract the limited attention of consumers during the holidays, grasp the hot spots and demand changes in the holiday consumer market, and expand the holiday market? My company produces traditional Chinese dishes such as dumplings, glutinous rice balls, and rice dumplings. Mainly food, more than half of its sales are sold before and after festivals. Therefore, I have accumulated profound experience in festival marketing in practice. After careful sorting, I have summarized the following rules to share with you.

Strategy 1: Use creativity to enhance the festival atmosphere

Festivals are dynamic days, joyful days, capturing people’s festival consumption psychology, incorporating movement, enjoyment, sales, and manufacturing Hot spots, and finally achieve holiday marketing. For different holidays, create different distinctive activity themes to attract the most customers to your counter, create an on-site atmosphere, and achieve holiday sales goals.

For example, during last year’s Dragon Boat Festival, we designed the end of the supermarket in the shape of a dragon boat. The dragon boat can be placed with XX vacuum rice dumplings and materials to promote the Dragon Boat Festival, creating an on-site atmosphere. The strong atmosphere of the Dragon Boat Festival, and the gift of sachets and folk performances of the Dragon Boat Festival Cultural Competition further enhanced the lively atmosphere of the festival and inspired many consumers to actively participate in the activities.

Strategy 2: Cultural marketing conveys brand connotation

Cultural marketing grafts the cultural atmosphere of the festival and carries out targeted cultural marketing. Fully exploring and utilizing the cultural connotation of the festival and combining it with its own business philosophy and corporate culture can not only attract many consumers, but also bring good market benefits and establish a good corporate reputation while providing consumers with artistic enjoyment. image.

For example, on Valentine's Day, we carried out the "Three Levels for Couples" and "Tang Yuan Represents My Heart" intellectual level-breaking activities in the store. The cultural extension also conveys the romance and warmth of Valentine's Day through activities. In addition, thoughts that two people are usually shy about expressing can also be expressed through this event, which also enriches the connotation of the festival.

During the Mid-Autumn Festival last year, we successfully performed the strong and honest traditional family culture by holding the "Happy Family Family Cooking Competition" and created a good shopping environment in the family reunion and joyful gathering. We also lost no time in conveying the connotation of our XX brand vividly. Others, such as lantern riddle competitions and local folk culture displays, have become tried and tested tricks for merchants to attract consumers' "eyeballs".

Strategy 3: Interactive marketing enhances brand affinity

The improvement of living standards has gradually transformed consumer demand from mass consumption to personalized consumption, and customized marketing and personalized services have become new Demand is hot. If merchants can grasp this trend, it will not be difficult to thrive in the holiday market. During the Dragon Boat Festival last year, the "Processing of Incoming Materials and Teaching You to Make XX Zongzi" program we launched in Changsha was very popular among consumers. The unique skills of our female workers in making zongzi made the housewives in the city admire them, and the on-site sales were also impressed. It was a blast.

The store is also the protagonist of holiday marketing. Shenzhen Wal-Mart has set a precedent by allowing customers to design their own gift baskets or provide different types of gift baskets, and customers can choose gifts with no limit on quantity, variety, or amount. It can not only cater to different consumer needs, but also fully grasp the price scale. This method was welcomed by consumers as soon as it was launched. It not only greatly increased the profits of the fresh food department, but also promoted the sales of other departments.

Strategy 4: Art promotion stimulates sales potential

The protagonist of holiday marketing is the "price war". Advertising wars and promotion wars are all centered around price wars. Whether or not a price war can be carried out well is a profound knowledge. Many businesses rigidly believe that festivals are about lowering prices and increasing sales. In fact, this approach falls into the misunderstanding of promotion, and the result is often to lose money and complain.

Of course, as a common method of holiday marketing, sensational advertisements such as "sitewide special offer" and "buy a few and get a few free" are commonplace and the same, and have little impact on consumers. Therefore, if you really want a special offer, you must handle it properly and pay attention to creativity and art. Among them, "ladder price" is enough.

The ladder price sales we planned during the Winter Solstice Festival of the lunar calendar achieved good results. We put out 450 grams of XX mushrooms, fresh meat, dumplings and noodles for promotion, and only marked the price, sales time and the words "limited quantity, while supplies last" on the promotion table to attract consumers.

The specific method is to sell at full price 18 days before the winter solstice, reduce the price by 25 from the 15th to the 10th day, and reduce the price by 35 from the 10th to the 7th day. The price will be reduced by RMB 50 from the 7th to the 3rd day to the end, and from the 3rd to the end of the winter solstice, if it is not sold out, it will be given to the elderly and children's welfare homes. The reason why we dare to adopt this method is that consumers have this mentality: "If I don't buy it today, someone else will buy it tomorrow, so it's better to be the first to buy it." In fact, many products are often sold in the second period or at the end of the period. It was bought by customers after the price was reduced. Therefore, the ladder price not only activates supermarket popularity, but also prolongs the holiday effect, driving the golden period of product sales before and after.