The major constituent elements of planning copywriting
The process of event planning
Activity planning process
activity planning Reasons
The reason combined with the product with the product
Clash promotion and promotion
three prizes n four planning examples
planning instance and analysis
planning form set
five direct broadcast room competitors activity
6 about planning about planning Think and summarize
1. Demand: The needs of both parties (the purpose or reason for the activity)
three levels of demand in development: business needs, user needs and functional needs, etc. Essence
The definition project target: the results of the project can be delivered; formulating the final deadline for the development of the project; the quality standard that the delivery result must meet; the cost limit that the project cannot exceed;
Define the project before the project: whether the project needs other personnel; whether the project is required; how important the cost is for the project, who has the right to increase the project budget; whether the risk of the project is controllable, etc.
online: ① the choice of various publicity channels and platforms; r
5. Prize: The setting of prizes should be combined as possible with the main product, considering the targeted user group; budget and activity effect.
1. Inspection ideas:
① Think about the problem from the perspective of the customer, think in other places, and see what defects are; n ② Special special Pay attention to the details, this is the most important aspect of the solution you made to others;
③ From different angles, try to provide multiple sets of solutions.
2. Five things that run through the beginning and end
what, why, for whom, how, how todo well
3, emergency plan r r r r r r r r
4. Accumulation of usual
The first point is interested in planning: at least one event planning or marketing planning is collected every day, analyzing and summarizing Thoughts, small gifts.
. Preparation of activity: activity time, event location, activity requirements, etc.
3 3 , Activity rules and prize settings; activity budget
4. Specific procedures for activity
5. Post -event maintenance
6. Activity summary r r r
1. Finding the reasons for event planning:
(1) Reason 1: Time
Glory; National Day -Seven Days of National Day;
② Seasonal changes: such as the season to change the clearance; Send 50 yuan over 99 yuan, the manager is crazy!
④ With the rise of the Internet, its own festivals such as Double Eleven and Double Twelve are rendered as a national carnival, and they can also be used for reference.
*Summary: To do activities on the grounds of time, it is easier to get customer recognition. Customers may really think that you are the seventh anniversary store, but with the rise of the Internet, if the price increases in advance, it may not be good for the company's brand. Therefore, the setting of rules is particularly important. Attraction and self -communication. In this case, content operations are actually more attractive than products.
(2) Reasons 2: Commodity/product itself
In the latest products/products to start the market:
Service activities, battlefield activities, etc.; The company's opening, new product launch conference, etc.
*Summary: Taking the information of the product itself as an activity, the planner requires a deep understanding of the product itself, and can seize the most interested in consumers to organize and guide.
(3) Reason 3: Industry hotspot/news hotspot
EIA plunge, the latest Federal Reserve's latest meeting, non -agricultural data announcement, etc.
*Summary: From this perspective, we must know what hotspots (selling points) recently, why investors pay attention to these hotspots, and how I can use these.
(4) Self -explosion
This planning is a bit risk:
① If it is the title party, it will cause the customer to have a disgusted psychology;
② If the company's shortcomings are really exposed, the result may bring losses to the brand.
*Summary: In general, you can start with some universal shortcomings, and then explain the company's strategies such as hard work in this regard. But in general, there are great risks, to accumulate cases, and have sufficient experience and grasp, and then use it. (I feel that planning is getting more and more fun 🙂
2. Effectively combine the reason with the rules of activity:
(1) Seamlessly connected with the design and reasons:
The example: If you are an operator of an e -commerce website, you want to plan the activity of a certain product. I hope that the customer will feel benefited, but you do not have high use costs. So what can you do? Intersection (Several elements of specific activity planning)
① The theme of the event is attractive; Set the activity method and rules;
④ to let the activity give people a unique feeling (think in other places, grasp the customer's psychology)
(2) Setting of activity rules
Remember to say two sentences: simple and less thought, the copywriting is clear and unscrupulous
(3) Settings of specific rules: To a large extent, it determines whether the interests that users pay attention to are enough to attract users to participate in the event. Pay attention to:
① The general prize is not necessarily better than the lottery, but if the rules and hierarchical exposure of the lottery are not well designed, it is not as simple as the simple and rude general prize;
② The more complicated the rules of the activity, the greater the mentality of the user's escape. But if you use gamified design rules and give rewards in steps, then users will follow your rhythm very obediently.
3, the rules are set, and the cooperation of promotion is needed to achieve the final good results.
(1) Sending physical prizes
prize products should be related to the product, such as making jewelry finance product activities. Wait. This can not only promote the brand, but also save costs.
(2) Gaming prizes
(3) Change n (4) Send WeChat red envelopes, set red envelope secrets
The setting of the secret order needs to think about it. You can spread the brand value, phone number and the like, and deepen the impression.
(5) Points to send prizes
1, China Investment Rong Promotion Registration Campaign Plan
(1) Activity theme: China Investment Rong called you to come to you Wuyue has gained money!
(2) Activity purpose: attract registered users
(3) Activity time: 14: 00-17: 00 (specific time needs to be adjusted according to the consumption habits of residents Time should be arranged when the resident is active and traffic is large. This piece needs to be investigated and detailed)
(4) Activity rules:
① inclusiveness Award: After scanning the code, log in to the WeChat platform to register. After registering and binding the bank card, you can get 5 yuan cash to enter the bank card;
Equal prizes, third prizes, exposure rules need to be set in detail.
(5) Single event settings:
① Opening show: Step and Dance Performance (Specific Consultation Wuyue Square), Host Ferry (Introduction of the theme of this event and platform introduction Wait)
② Host string: Introduce the financial products of the platform, and at the same time through awarded question and answer interaction;
Sudden situations are not at the scene;
④ End
*The background board of the event can be played at 15 minutes of the event. The recorded videos.
(6) Activity budget: venue fee, host, ground promotion, etc.
(7) After signing the contract with the organizer, the relevant matters are detailed and scheduled.
(8) Material preparation:
Plocked materials (Yilabao, knife flag, DM magazine, promotional pages, SMS copywriting, venue electronic screen, shop push outside the shop push Image, background boards, etc.), arrange dolls to send pages (whether training, budget, several people, etc.) and so on.
(9) Media publicity
2. CH brand public planning
(1) Activity theme: Music tour
(2) Activity purpose:
① strengthen the reputation of CH, dig more potential customers, cooperate with media public relations promotion and pull sales;
② Maintenance and stability already have customers, deepen the emotional communication with the owner;
③ add points to the brand image of CH to 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 continuous communication effect.
(3) Movement time: August-October 2014
(4) Place of dynamic: target community for urban areas, Xuanwu District, Fengtai District, Haidian District , Enter the large community;
(5) Activity form:
① Carrying a concert tour in the selected community, reflecting the subject of the three phases "improvement of life";
② sent information on -site to promote "upgrade home business;
③ Invite relevant media to track and report. In early preparation phase:
① Establish a CH band, or invite the owner to form a team to pay for the funding of CH; n ② contact the neighborhood committee of the target community to promote the propaganda The main theme, enrich the lives of residents as demands, and agreed on venues, time and other issues;
③ Preparation of various publicity copywriting.
n ① Select on-site performances every Saturday and Sunday 18: 00-20: 00;
② combining concerts to perform, sing, and dance ③ Arrange dolls or salespersons on the spot to send exquisite propaganda materials;
④ communicate with interested customers, ask for communication addresses and contact information.
:
① contact the community security in advance to maintain the order of exit;
② recycling materials after activity. Cope analysis summary
1. "Intime girlfriend circle"
iculsion of Yintai Group launched the social network "Intime Girlfriend Circle" in May 2013, Intime VIP with more than 3 people The membership group can enjoy more points and activities, and share the happy shopping.
. The "Burning Strategy" of Golden Deer Caixin
Tefembrazers directly take out several boxes of apples Put it at the Golden Expo and take a shout: Give 1 box of apples in the investment of 10,000 yuan, and invest one million to get a Tras. As a result, after 3 days of activity, successfully completed the 100 million yuan fundraising plan.
3. Find a complementary institution cooperation
The favorable network grafting small loan company -turning P2P into inclusive finance in the community. Cooperation with small loan companies is to consider that the online cannot be completed on the line. The borrower's credit survey, the platform uses the resources of the existing small loan company to develop offline borrowers, and is responsible for customer credit inspection, review, post -loan management, collection, etc., and provide principal and interest guarantees. R. n The P2P company established in Beijing: Holding the real estate intermediary business
Operation mode The production agency will introduce customers who need to be short -term to the P2P platform. The platform passes the qualification review of the customer, and then decides whether to loan to the customer. On the one hand, the client of real estate agencies is diverted to the P2P platform. On the other hand: In terms of risk control, real estate companies are equivalent to simple risk control because they have the only house for customers and how much monthly supply is the monthly supply. They are relatively clear. This cooperative relationship can really achieve mutual benefit and win -win!
4. The same city borrowing O2O model
pterosaur loan -cooperation with newsstands in Hunan Province and convenience stores n 5, draw
(1) Lucky turntable
(2) Get giving gifted
for example: a event made by Yintianxia, collect on the H5 page 10 golden monkeys can participate in the lottery.
Time: 2016-3-20 Organization:
The ideas for planning
The five major elements of activity planning
precautions for activity planning
The major constituent elements of planning copywriting
The process of event planning
Activity planning process
activity planning Reasons
The reason combined with the product with the product
Clash promotion and promotion
three prizes
n four planning examples
planning instance and analysis
planning form set
five direct broadcast room competitors activity
6 about planning about planning Think and summarize
1. Demand: The needs of both parties (the purpose or reason for the activity)
three levels of demand in development: business needs, user needs and functional needs, etc. Essence
The definition project target: the results of the project can be delivered; formulating the final deadline for the development of the project; the quality standard that the delivery result must meet; the cost limit that the project cannot exceed;
Define the project before the project: whether the project needs other personnel; whether the project is required; how important the cost is for the project, 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 copywriting, SMS copy, etc.
3. Design: achieve the final display effect
4. Materials: (mainly propaganda materials)
(POP, Yilabao, DW booklet, knife flag, leaflet, etc.), event venue, PPT, etc.;
online: ① the choice of various publicity channels and platforms; r
5. Prize: The setting of prizes should be combined as possible with the main product, considering the targeted user group; budget and activity effect.
1. Inspection ideas:
① Think about the problem from the perspective of the customer, think in other places, and see what defects are;
n ② Special special Pay attention to the details, this is the most important aspect of the solution you made to others;
③ From different angles, try to provide multiple sets of solutions.
2. Five things that run through the beginning and end
what, why, for whom, how, how todo well
3, emergency plan r r r r r r r r
4. Accumulation of usual
The first point is interested in planning: at least one event planning or marketing planning is collected every day, analyzing and summarizing Thoughts, small gifts.
1. Activity purpose (activity requirements/activity appeals)
. Preparation of activity: activity time, event location, activity requirements, etc.
3 3 , Activity rules and prize settings; activity budget
4. Specific procedures for activity
5. Post -event maintenance
6. Activity summary r r r
1. Finding the reasons for event planning:
(1) Reason 1: Time
Glory; National Day -Seven Days of National Day;
② Seasonal changes: such as the season to change the clearance; Send 50 yuan over 99 yuan, the manager is crazy!
④ With the rise of the Internet, its own festivals such as Double Eleven and Double Twelve are rendered as a national carnival, and they can also be used for reference.
*Summary: To do activities on the grounds of time, it is easier to get customer recognition. Customers may really think that you are the seventh anniversary store, but with the rise of the Internet, if the price increases in advance, it may not be good for the company's brand. Therefore, the setting of rules is particularly important. Attraction and self -communication. In this case, content operations are actually more attractive than products.
(2) Reasons 2: Commodity/product itself
In the latest products/products to start the market:
Service activities, battlefield activities, etc.; The company's opening, new product launch conference, etc.
*Summary: Taking the information of the product itself as an activity, the planner requires a deep understanding of the product itself, and can seize the most interested in consumers to organize and guide.
(3) Reason 3: Industry hotspot/news hotspot
EIA plunge, the latest Federal Reserve's latest meeting, non -agricultural data announcement, etc.
*Summary: From this perspective, we must know what hotspots (selling points) recently, why investors pay attention to these hotspots, and how I can use these.
(4) Self -explosion
This planning is a bit risk:
① If it is the title party, it will cause the customer to have a disgusted psychology;
② If the company's shortcomings are really exposed, the result may bring losses to the brand.
*Summary: In general, you can start with some universal shortcomings, and then explain the company's strategies such as hard work in this regard. But in general, there are great risks, to accumulate cases, and have sufficient experience and grasp, and then use it. (I feel that planning is getting more and more fun 🙂
2. Effectively combine the reason with the rules of activity:
(1) Seamlessly connected with the design and reasons:
The example: If you are an operator of an e -commerce website, you want to plan the activity of a certain product. I hope that the customer will feel benefited, but you do not have high use costs. So what can you do? Intersection (Several elements of specific activity planning)
① The theme of the event is attractive; Set the activity method and rules;
④ to let the activity give people a unique feeling (think in other places, grasp the customer's psychology)
(2) Setting of activity rules
Remember to say two sentences: simple and less thought, the copywriting is clear and unscrupulous
(3) Settings of specific rules:
To a large extent, it determines whether the interests that users pay attention to are enough to attract users to participate in the event. Pay attention to:
① The general prize is not necessarily better than the lottery, but if the rules and hierarchical exposure of the lottery are not well designed, it is not as simple as the simple and rude general prize;
② The more complicated the rules of the activity, the greater the mentality of the user's escape. But if you use gamified design rules and give rewards in steps, then users will follow your rhythm very obediently.
3, the rules are set, and the cooperation of promotion is needed to achieve the final good results.
(1) Sending physical prizes
prize products should be related to the product, such as making jewelry finance product activities. Wait. This can not only promote the brand, but also save costs.
(2) Gaming prizes
(3) Change
n (4) Send WeChat red envelopes, set red envelope secrets
The setting of the secret order needs to think about it. You can spread the brand value, phone number and the like, and deepen the impression.
(5) Points to send prizes
1, China Investment Rong Promotion Registration Campaign Plan
(1) Activity theme: China Investment Rong called you to come to you Wuyue has gained money!
(2) Activity purpose: attract registered users
(3) Activity time: 14: 00-17: 00 (specific time needs to be adjusted according to the consumption habits of residents Time should be arranged when the resident is active and traffic is large. This piece needs to be investigated and detailed)
(4) Activity rules:
① inclusiveness Award: After scanning the code, log in to the WeChat platform to register. After registering and binding the bank card, you can get 5 yuan cash to enter the bank card;
Equal prizes, third prizes, exposure rules need to be set in detail.
(5) Single event settings:
① Opening show: Step and Dance Performance (Specific Consultation Wuyue Square), Host Ferry (Introduction of the theme of this event and platform introduction Wait)
② Host string: Introduce the financial products of the platform, and at the same time through awarded question and answer interaction;
Sudden situations are not at the scene;
④ End
*The background board of the event can be played at 15 minutes of the event. The recorded videos.
(6) Activity budget: venue fee, host, ground promotion, etc.
(7) After signing the contract with the organizer, the relevant matters are detailed and scheduled.
(8) Material preparation:
Plocked materials (Yilabao, knife flag, DM magazine, promotional pages, SMS copywriting, venue electronic screen, shop push outside the shop push Image, background boards, etc.), arrange dolls to send pages (whether training, budget, several people, etc.) and so on.
(9) Media publicity
2. CH brand public planning
(1) Activity theme: Music tour
(2) Activity purpose:
① strengthen the reputation of CH, dig more potential customers, cooperate with media public relations promotion and pull sales;
② Maintenance and stability already have customers, deepen the emotional communication with the owner;
③ add points to the brand image of CH to 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 continuous communication effect.
(3) Movement time: August-October 2014
(4) Place of dynamic: target community for urban areas, Xuanwu District, Fengtai District, Haidian District , Enter the large community;
(5) Activity form:
① Carrying a concert tour in the selected community, reflecting the subject of the three phases "improvement of life";
② sent information on -site to promote "upgrade home business;
③ Invite relevant media to track and report.
In early preparation phase:
① Establish a CH band, or invite the owner to form a team to pay for the funding of CH;
n ② contact the neighborhood committee of the target community to promote the propaganda The main theme, enrich the lives of residents as demands, and agreed on venues, time and other issues;
③ Preparation of various publicity copywriting.
n ① Select on-site performances every Saturday and Sunday 18: 00-20: 00;
② combining concerts to perform, sing, and dance ③ Arrange dolls or salespersons on the spot to send exquisite propaganda materials;
④ communicate with interested customers, ask for communication addresses and contact information.
:
① contact the community security in advance to maintain the order of exit;
② recycling materials after activity.
Cope analysis summary
1. "Intime girlfriend circle"
iculsion of Yintai Group launched the social network "Intime Girlfriend Circle" in May 2013, Intime VIP with more than 3 people The membership group can enjoy more points and activities, and share the happy shopping.
. The "Burning Strategy" of Golden Deer Caixin
Tefembrazers directly take out several boxes of apples Put it at the Golden Expo and take a shout: Give 1 box of apples in the investment of 10,000 yuan, and invest one million to get a Tras. As a result, after 3 days of activity, successfully completed the 100 million yuan fundraising plan.
3. Find a complementary institution cooperation
The favorable network grafting small loan company -turning P2P into inclusive finance in the community. Cooperation with small loan companies is to consider that the online cannot be completed on the line. The borrower's credit survey, the platform uses the resources of the existing small loan company to develop offline borrowers, and is responsible for customer credit inspection, review, post -loan management, collection, etc., and provide principal and interest guarantees. R. n
The P2P company established in Beijing: Holding the real estate intermediary business
Operation mode The production agency will introduce customers who need to be short -term to the P2P platform. The platform passes the qualification review of the customer, and then decides whether to loan to the customer. On the one hand, the client of real estate agencies is diverted to the P2P platform. On the other hand: In terms of risk control, real estate companies are equivalent to simple risk control because they have the only house for customers and how much monthly supply is the monthly supply. They are relatively clear. This cooperative relationship can really achieve mutual benefit and win -win!
4. The same city borrowing O2O model
pterosaur loan -cooperation with newsstands in Hunan Province and convenience stores
n 5, draw
(1) Lucky turntable
(2) Get giving gifted
for example: a event made by Yintianxia, collect on the H5 page 10 golden monkeys can participate in the lottery.
mp.weixin.qq/s? __ biz ===