1、 The abilities that event planning should possess
1. Can write various forms of copy:
This is a basic skill. You need to know the brand style, story style, and conversion style, whether they are long or short
2. Basic data analysis:
It can be used to break down indicators, evaluate budgets, and review summaries
3. Has a certain level of insight ability:
Fully analyze the market environment and target users to facilitate the development of reasonable activity strategies
4. Having imagination and a certain level of innovation:
A good idea can have a significant impact, and the planner needs to have spiritual energy
5. Good communication skills:
The event planning meeting involves coordinating and cooperating with various departments, seeking support, and being able to express one's own needs clearly, which is the key to advancing the progress
6. Has good organizational and coordination skills:
A simple overview is project management, which involves allocating the necessary human and material resources for the organization to ensure the smooth progress of activities.
2、 What should be noted in event planning?
1. Has your activity addressed any specific "needs" of the user group
Firstly, you are doing an activity to achieve a goal, but before that, you need to constantly question yourself: why does your activity attract people to participate.
As a non self owned high traffic product, a product that has not yet become a unicorn, people do not need to only focus on your product.
So when your product needs to be promoted, please try to ensure that your promotion meets the needs of users to some extent.
Taking me as an example, the product is a paid 2B marketing tool, and its target audience is small and medium-sized enterprises. Once, because the gift of membership duration as a resource did not take up our costs, I naively thought that the "buy a few get a few" activity had a good ROI.
But the fact is that it's a slap in the face. Although there are enough marketing milestones every month, this does not mean that the frequency of using marketing tools will be high.
And the reason for this needs to return to the user group.
Firstly, small and medium-sized enterprises generally do not pay much attention to their brand image, which means they do not place too much emphasis on non key festivals.
Secondly, small and medium-sized enterprises are limited by their own size and are not willing to invest costs in marketing activities at every critical juncture.
Finally, the platform is a marketing tool with strong timeliness, and there are many competitors for this marketing tool, so user loyalty to the product is relatively low.
So, during our final review, we found that users are not attracted by "buy a few and get a few free" because they are now a user of the tool and have solved their current problem (conducting a marketing campaign at that node). "Buy a few and get a few free" is only to solve his future cost problem, so users are not willing to take risks for the future.
So, in the next activity, we will directly treat the user's needs and solutions before or after using this tool as the activity content, and the effect will be much better than before.
2. Don't give users any choice
As a tool based marketing tool, it is widely used in various industries such as retail, catering, education, hotels, and so on.
When your user base reaches a high level, visiting can become a very costly task. If you don't screen at this time and visit directly, your return will be very low.
Identify your activity strengths and consider if there is a better solution to your activity strengths. If such users can easily come up with a better solution than you, then my suggestion is to abandon them to improve efficiency and reduce costs.
For example, once we specially created a cost-effective WeChat advertising package for small and medium-sized enterprise customers (no advertising, it's lower than the market price anyway).
Then, when customer service visited those customers, two of them did not show much interest in it.
When these customers don't have the need for brand promotion, they want to do conversion and attract customers to the store.
So when I communicate with customers in the catering and hotel industries, they usually question: why don't I use this money to promote on platforms like Dianping and Ctrip, and do what you do?
Of course, this question can still be answered and solved; You just need to spend more time and effort analyzing and comparing the cost and effectiveness of this package, which will result in relatively higher costs.
But if I use this time to recommend to supermarkets and educational enterprises (because there is currently no better traffic platform to promote these two types of enterprises), will the effect be twice as effective with half the effort?
Here, what I want to say is: when a certain type of user can easily come up with a "better solution", do you need to think about whether it is worth spending higher costs?
3. The nodes and links of activity communication should be streamlined as much as possible
As a non well-known tool based product, it is a challenge to reach users with activities every time.
Once, I tried to use collaborative channels to push activities to a larger user pool.
The entire path is like this: I post an activity, my partners push my activity to their suitable user pool, and if they are interested, they hand over the users to us for follow-up.
I have also tried to train our partners to reduce the communication of intermediate issues, but unfortunately, many of the problems arise in practice. We cannot force our partners to fully understand the business of this event, so our partners are sandwiched in the middle like a microphone.
Over time, when your incentive policies are not very strong; In cases where the control points are very precise, partners may slack off, resulting in surprisingly poor results.
So, afterwards, we all focused on visiting and promoting our product's user pool. After all, it is easier for our own people to find the user's problem points and fit them in.
4. Please try to underestimate your manpower efficiency as much as possible (not necessarily)
This point, I can use as a supplementary point, because not every company's situation is the same, I just start from the root of human shortcomings (dog's head saves life).
This is a very realistic thing, when you consider it as the responsibility of the assisting personnel, you need to underestimate their efficiency and estimate the deliverable.
The above is a detailed introduction to the requirements for event planning capabilities and what to pay attention to. If you have any other questions, please feel free to consult us at any time.