In 2122, the epidemic that has been silent for a long time has come back again, and many parts of the country are facing a severe anti-epidemic situation. Brands are beginning to transform from online to online, which also includes marketing methods. When doing marketing activities, many brands will give priority to online for the consideration of cost, safety, controllability and effect. Of course, it is not easy to plan an activity well. So what should the brand do if it wants to plan an online activity? Based on the years' experience of our Sanshou marketing team, this paper shares a set of templates for online activity planning, which has 8 elements in total. Of course, referring to the template is not the purpose, but it is the key to help you clear your mind. Below, enjoy: 11 activity goal For an activity planning, the first question to consider is: What is the goal? There is a misunderstanding here. Many enterprises will do activities for the sake of doing activities. For example, the Dragon Boat Festival is coming, and the boss said to do a Dragon Boat Festival activity, and the servants started to do it in a pants, without considering the benefits of the activity at all. Will users be satisfied? Therefore, to do an activity, the most important thing is to make a clear goal first. There are usually four target types: innovation, promotion, brand communication and transformation. With different goals, the corresponding crowd and result data are also different, as shown in the following figure: It should be noted that people who set goals should fully consider the actual situation, and do not blindly set a goal that cannot be achieved at all, which will not only fail to achieve, but also cause dissatisfaction among employees. 12 Activity Budget Online activity budget is easier to calculate than offline, and usually includes advertising expenses, prize expenses, mailing expenses, software expenses, etc., which are relatively easy to record and estimate. It's best to record all the resources needed in a table, such as the following figure: There are three common precautions to pay attention to: First, spend money on the cutting edge. According to the goal of the activity, choose the key money, for example, if the activity is mainly aimed at promoting activity and bringing forth new ideas, you need to spend more money on the prize setting of the activity; The main purpose of the activity is exposure, so spend more money on the delivery channel. Second, pay attention to the calculation of tax points. In particular, newcomers in the workplace often ignore the tax point when facing some quotations. If the amount involved is large, the tax point is not small. Third, pay attention to the approval and use of expenses. If it is a small activity, the person in charge of the activity or the operator can advance it first and then reimburse it; If it is a big event, the approval process should be taken in time, so as not to affect the normal progress of the event. 13 Activity Time Activity time, as the name implies, is mainly reflected in the whole sop process, and each time node needs to be clearly remembered by operators, which will be described in detail later. When we plan in the early stage, we can simply plan the date. For example, the preparation period of the event: X month, X day, X month, X day, the warm-up period of the event: X month, X day, X month, X day, the end period of the event (finishing work): X month, X day, X month, X day. It should be noted that when making and promoting posters, the time information should be strictly checked. If it is 61 days, 14 Activity Theme Choosing an activity theme needs to determine the general direction first, and it can also be understood as the reason for launching an activity, which is easy for users to accept through a certain point. Then determine the form of the activity, and finally add details. Regarding the direction of activities, the following methods are provided: 1) Borrowing festivals according to special festivals is the most common reason for doing activities, and users have formed common sense, so there is no need to educate users. For example, 618 e-commerce festival promotion, users will naturally accept to participate in your activities. Of course, there is also great competition in doing activities on festivals. If you can't be original, you will inevitably fall into the stereotype. 2) According to the dynamics of the enterprise or product, this is also a common reason to do activities, such as the anniversary of the enterprise and the release of new products, which is a good reason, regardless of time and season. Doing this kind of activity can also strengthen users' minds and impress them with your brand. 3) Through joint activities, both new consumer brands and traditional brands are very keen on this kind of activity. Through strong alliance, the users of both parties can be aggregated, and even 1+1 can be achieved through marketing means. The effect of 2. The difficulty is that the brand must have a certain influence, and it must be able to find a brand that is willing to cooperate. 4) Taking advantage of hot events is also a very effective way to do activities. For example, in the Winter Olympics at the beginning of the year, many brands that signed Olympic champions actively launched marketing, and the brand popularity also surged. However, it is necessary to pay attention to the hot spots and grasp the scale. If you accidentally step on the thunder, the brand is likely to "crash the car", which is not worth the candle. With regard to the form of activities, the following are some references (mainly for online activities): 1) Live broadcast type: online lectures, live sales, online forums ... 2) Game type: H5 games, community games, lottery games ... 3) Fission type: bargaining activities, group activities, power-boosting activities ... 4) User * * Creation: questionnaire survey, user. You can also refer to other people's excellent activity cases and take their essence, but don't copy them. Like the recent plagiarism of Audi, it is a living negative case. 15 Activity Process Activity process includes two aspects: the first is the user's participation process, and the second is the activity execution process. The user's participation process is very simple, especially when the activities involve user sharing and fission. We need to draw every user's participation link and step, and find out what is unreasonable and can be optimized. The execution process of the activity is mainly for the convenience of operators, which can run the whole activity in an orderly way. It needs to define the time node, schedule and the person in charge of each step, so that all participants can have a clear execution direction. Under normal circumstances, depending on the time axis and according to the activity time node, the work, process, standard and person in charge of each link should be clearly stated. It is suggested that the person in charge of the activity hold a process meeting before the official start of the activity, which requires all the participants in the activity to attend. The meeting includes three aspects: 1) the meeting begins: the person in charge introduces the background, reasons, objectives and forms of the activity; 2) Disassembly of key time nodes: according to each key time point, confirm the work and deadline that everyone is responsible for; 3) Inquiry and confirmation: It is necessary to make clear the work situation of each person, and whether there are any suggestions and opinions for consultation. 16 The promotion of publicity and promotion activities is also an extremely important part. The success of an online activity depends largely on the exposure of the activity. Because it is mainly aimed at online activities, the means of promotion is mainly the delivery of online channels. We need to design the promotion path and budget of each channel in the early stage. Not to mention the mainstream self-media platforms such as Tik Tok, Xiaohongshu and WeChat official account, the prices can be found online, and the bidding advertisements such as Tencent and Baidu can also know the prices. It's best to make a list, compare the delivery of each channel, and of course, calculate the input-output ratio to ensure that the delivery is practical and effective. In addition, it should be noted that whether the channels, promotion labels, promotion areas and people are close to their own brands can maximize the conversion rate. There are several labels that are mainly referred to in the launch selection: 1, age 2, occupation 3, region 4, income level 5, interest 6, whether it is new or not, and the importance of data feedback is self-evident, which can objectively reflect whether the activity is successful or not and whether it meets expectations at each stage. For example, in a fission activity, the user's scanning rate has not been up to expectations, or even very low, for two reasons: first, the poster design is unattractive, and there are problems with copywriting and typesetting; Second, the prize is not attractive, the bait is not big enough, and users don't want to participate; Third, there is something wrong with fission software and user operation. Then improve the test one by one according to the reasons, and then solve the problem. Therefore, there should be a special person responsible for the statistics of key data indicators, report every morning, and find that the data indicators do not meet expectations, and adjust the strategy in time. Summary of a complete activity planning should be done from the beginning to the end, and it is not necessary to be anticlimactic. At the end of the activity, it is necessary to explain the rules for stopping the activity and provide a channel for users to ask for feedback. After the end, the person in charge of the activity will analyze and summarize the experience, which will be of great reference to the follow-up activities. It is mainly elaborated in three aspects: 1) The overall overview of the activity, the comparison of the effect of input-output evaluation and the actual effect ... 2) The detailed data analysis of the overall transaction, the comparison of the effects of various channels of user participation, and the comparison of the investment in commodity sales ranking ... 3) The summary of the activity highlights, which needs to be improved ... is written in the last moment. Whether for enterprises or individuals, improving the ability of online planning as soon as possible, quickly absorbing the successful experience of others and applying what they have learned will certainly benefit in the future. /End