How to make a perfect activity planning and promotion? For enterprises, activity planning is an unavoidable topic, whether in external marketing or internal activities. A well-planned activity can further close the relationship between enterprises and consumers, enterprises and employees, and activity planning has become an important "gold digging means" for talents in marketing and management of major enterprises at present. A public relations activity, what should we do to maximize the benefits of the activity, and what necessary skills are included? Skill 1: Learn to inquire about the types of activity planning. A good activity planning can promote the brand, improve the reputation of the enterprise and increase the market share. Generally speaking, activity planning can be roughly divided into two categories: profit-making purpose type and publicity type. Profit-oriented activity planning is a type that every enterprise attaches great importance to. No matter what kind of marketing activities, its purpose is to make profits. The purpose of the so-called profit-oriented activity planning is not single, it has a clear purpose of primary and secondary, as long as it is properly used, it will certainly attract consumers' attention and arouse consumers' desires. When planning profit-oriented activities, event planners should focus on things that people are interested in and concerned about, highlight products or brands from the side, and increase the exposure and reputation of brands. For example, when an educational institution launched a "parent-child activity" outside the shopping mall, it could get five trial classes for free. At that time, many parents who visited the shopping mall actively participated in the activity. With games as the theme and courses as prizes, such activities can attract parents' attention, which can not only improve the exposure of educational institutions, but also arouse parents' desire to bring their children to school. Generally speaking, the activity planner can effectively realize the profit-oriented activity planning by following the following steps. In addition to profit-oriented, some enterprises will pay attention to brand promotion and promotion in their lives, so they will choose promotion-oriented activity planning to operate and further expand their brand promotion power. For example, the "Victoria's Secret Fashion Show", which has always been very popular, is a publicity and promotion activity planning. Skill 2: Grasping the advantages of event planning In the process of choosing marketing methods and promotion means, enterprises generally need to understand their respective advantages and select the most favorable methods or means for their own products, so that enterprises will not take too many detours in the process of product promotion and sales. Strong interactive communication ability is the main advantage of event planning. The reason why enterprises plan activities is because it has three characteristics, which greatly strengthens the ability of interactive communication. If an enterprise wants to spread information in an activity, it must seize the "experience point" to design an activity plan, so that the audience can have an unforgettable and favorite experience in the activity, which can not only improve the audience's participation, but also skillfully convey the business information of the enterprise to the audience in the process of the audience's experience. Secondly, the restricted system is relatively small, and the activity planning is largely limited by some common factors. Then you can increase the brand awareness. Generally speaking, event planning is all around a specific theme. On the one hand, it paves the way for increasing brand awareness in the audience's mind, so that the audience can actively participate in the activities. On the other hand, it makes the audience feel satisfied and get entertainment on the spiritual level, which plays an excellent role in the public relations effect of enterprises. For example, in September, 2118, in celebration of the sixth anniversary of Youku's membership, the package of "Zhu Yilong Tri-color Custom Entity Card+Youku VIP Member for 3 Years" was launched at a price of 399 yuan, but it was robbed within 2 minutes. At the same time, Weibo's topic "Unexpectedly so cool" broke 1 billion, and the video broadcast of the sixth anniversary broke 11 million. Why is Youku so cool? With the help of Zhu Yilong's star effect, Youku firmly grasped the fans' strong emotional appeal for idols, and put fans' emotional sustenance on Zhu Yilong's positive energy encouragement and warm-hearted companionship throughout the whole concept of "multi-faceted Zhu Yilong", which fully satisfied the fans' imagination, surprised the sixth anniversary, gained fans' goodwill and greatly increased Youku's popularity. Then there is a wider audience. Generally speaking, in the process of activity planning, enterprises also need to plan according to the needs and characteristics of their own user groups, so that the planned activities will not be "cold". In the process of activities, as long as the activities are attractive enough, the potential users of enterprise products and users who were not interested in enterprise products before will be willing to take the initiative to participate in the activities, which invisibly expands the scope of user groups for the enterprise. For example, a star wears a brand watch to attend the brand's activities, and displays the watch with various costumes and postures at the scene, which causes the masses to wait and see, thus taking advantage of the star's fame to attract fans. The last advantage is also the biggest one-low cost and good results. Whether on TV or on the Internet, the vast majority of advertising fees are high. For small enterprises, advertising fees for promoting products are a large expenditure. In contrast, the cost of product promotion in the form of activities is relatively low, and its effect is more obvious. In the activities, the benefit of enterprises is dozens of times stronger than that of "cold" advertisements. Skill 3: Know the role of activity planning. The existence of activity planning does not appear out of thin air. It is valued by major enterprises because it can effectively enhance the reputation of corporate brands in the hearts of consumers. A good activity can greatly mobilize the participation of the audience. Only when the audience is willing to participate in the activity can the enterprise achieve the purpose of spreading business information to the audience through activities. For example, in 2117, the Tmall Double Eleven Global Carnival launched by Tmall Double Eleven brand triggered hundreds of millions of hands-chopping people looting, which greatly mobilized the enthusiasm of consumers to participate. Secondly, a good activity planning can also be an effective channel to improve the exposure of corporate brands. When consumers actively participate in activities, they will have "self-awareness" of all the factors that appear in the activities. At that time, the business information injected by enterprises in the activities will not make consumers feel disgusted, but they are more willing to accept it. Such event planning will maximize the exposure of the brand. For example, in the "Gathering in Five Blessingg" campaign launched by Alipay two years ago, users can share the super-large red envelope of Alipay's 215 million yuan in the Spring Festival Evening as long as they collect five lucky cards. It is understood that 791,415 people gathered in Five Blessingg and shared 215 million yuan in cash. The number of participants was incalculable, which not only promoted the winners' goodwill towards Alipay, but also promoted them to try out these red envelopes for consumption. Finally, a good event planning can also develop the connectivity of the audience. This is not only good for the enterprise, but also good for the audience who participate in the activity. The biggest advantage is that it can develop the connectivity between the audience. Citing the example of Five Blessingg, the last Alipay collection, users can add 11 friends to Alipay for the first time, thus getting 3 blessing cards, and users can exchange redundant blessing cards with each other. This design allows users to take the initiative to introduce their friends to Alipay, but also to maintain the feelings between users. In addition, in the "whew, whew, whew" program, users can share the red envelope with Alipay's friends, so that friends can enjoy good luck together, and Fuka can also share it with family and friends, further maintaining the affection between family members. Of course, this year's Five Blessingg event is also a classic case marketing, especially the game of blessing cards and flower cards, which have been analyzed before, so I won't say much here.