key points of doing activities: knowing the goal of doing activities+perfect plan+creativity+focusing on the interests of all parties+the focus of re-planning activities should be: communication. Here, we can use the hot spots of the internet to improve the popularity of communication. Excellent event planning = new value point mining+new gameplay creation Why excellent event planning is becoming more and more important. Because in this era, product functional awareness is not the only factor that can capture users' peace of mind. And now the fan economy can bring us huge traffic. The better the activity is done, the easier it is for products to be made into explosive products, and the easier it is for enterprises to gain the recognition, trust and loyalty of users. There are three points to pay attention to in event planning: 1. Attract more media attention and earn money-pay attention to omni-channel marketing, instead of tinkering around the edges, which is easy to make a fortune. 2. Earn money as well as money. Don't ignore the ingenious design of products in activities. 3. When doing cross-border cooperation, pay attention to the complementarity of online and offline channels and products and services. Colleagues pay attention to the five types of cross-border people's consistent activities: interaction+curiosity+experience+privacy+identity. Some people will definitely ask, I don't want these martial arts cheats, I want practical plans. Ok, I'll comb it for you now. When we start an activity, we should first think about our users, and paint them, and then design a theme activity with highlights according to their needs. Xx brand user portrait: age: gender: education level: occupation: height: marital status: children: brothers and sisters: parents: monthly income: consumption will: mortgage: credit card: After the portrait of the user, you can subdivide the target users, and indicate the purpose of the activity according to the needs of the theme users, whether the theme of the activity is good or not, and the most important point is whether it can impress the target users and attract their attention. If you have planned your activity plan, you need to think more: Is your activity easy to understand? -Know how to play your activities at a glance. Is it interesting? -Look at it and want to share it with your friends. Is there any benefit in your activity? -Are the benefits sufficient for users to participate immediately? If you have done the above, it means that your activity planning plan has basically passed. The next step is to make your activity planning plan more outstanding. I summarized it. All excellent activity plans have the following characteristics: 1. The theme is challenging-not boring and boring; 2. The theme is full of stories-full of sense of substitution; 3. The theme is very graphic-the designer grasps the theme page of the activity; 4. Excellent activity planning knows to let users drive users to have a good experience, strengthen interaction and guide rewards for users to share. 5. Look for the value-added points around the product of the activity-making profits during the activity, making the mascot of the activity, making the activity family-oriented, and introducing social welfare. 6. Design a certain link of the activity into a certain function of the product. While doing these tasks, we must learn to grasp the user's psychology; Often users have the following psychology when participating in activities: curiosity, interest, conformity, fear of losing psychological comparison, taking advantage, luck, greed, laziness, self-expression and self-image building. If all brands do activities well, I recommend Coca-Cola brand. How to rejuvenate an old brand really needs the skills of event planning. However, brands also need "activity capital". Case 1: Coca-Cola customized bottles for college entrance examination, such as the annual customized bottles for college entrance examination launched by Coca-Cola, were launched in Shanghai on the occasion of the annual college entrance examination (see figure). Candidates can get a unique customized bottle for college entrance examination by entering the admission ticket number as their identity, and print their high school days on the coca-cola bottle. Once this activity was launched, it was warmly welcomed by the majority of candidates, and Coca-Cola also successfully entered the hearts of candidates with this activity to "take pictures" for their beautiful high school days. Case 2: Lenovo Rock Run Kilometers. In order to improve the awareness of its own brand among young people and let more young people know about Lenovo and like Lenovo, Lenovo executives will designate August 8 as Lenovo Fan Festival every year (see photo). On this day, Lenovo will hold activities in several cities, and bring many surprises to fans through online promotion and offline activities. For example, we will hold some special brand activities, such as 11-kilometer rock-and-roll running, high music party, and ten-city live broadcast. Lenovo interacts with young users and fans through these personalized activities, and shows that many of its products are full of innovation and youthfulness. Case 3: McDonald's Children's Toys On June 1 every year, McDonald's, a world-famous catering giant, will launch a children's set meal with many toys (see photo), and also give each toy unique personality, preferences and other personalized factors, making each toy unique. Because the participation threshold of this activity is low, you can participate as long as you spend money in the store on the same day. Coupled with the attraction of personalized toys, many children will repeat their visits in order to collect a series of toys, which has brought a lot of popularity to McDonald's stores. At the same time, when we are creative, we want to maximize the effect of the activity, and we should find more brands with high similarity to the product crowd to form cooperation. For example, in 2116, KFC and Alipay joined forces to create a more personalized theme activity (see figure). The theme of the activity not only directly tells users the benefits they can get, but also adds personalized elements. In addition to the 31% discount for ordinary users to use Alipay to buy KFC products on February 11, KFC will also provide invited users with a customized "1212 birthday bucket" with a 51% discount during the "Double 12" period. According to statistics, 8 million birthday users received personal exclusive letters during the "Double 12" period, which were delivered accurately in two versions: boys and girls. At the same time, after having a strong seed user, how to let users share more activities? Sharing activities = product discounts+coupons+prizes+spiritual rewards. Finally, the materials that should be spread must be "higher". Example: Other excellent examples of Apple's conference: "Double 11" in 2116, Didi and Tmall jointly launched "Mobile Supermarket" (see Figure 7-11). Didi has invested 1111 "Tmall Double 11 Express" in Beijing and Shanghai, respectively. When users use Didi App to take a taxi, if they hit these cars, they can scan the QR code in the car and get the Tmall supermarket gift package worth 211 yuan for free. Considering that many people have no time to eat when they take a taxi in the morning and evening rush hours, the gift packages mainly provide snacks such as milk and biscuits, which shows that these gift packages are very humanized. Different from ordinary online shopping, in this activity organized by Didi Express and Tmall, users can take the goods directly from the trunk of the car after placing an order, without waiting for express delivery. In this way, the spatial distance between enterprises and users is completely eliminated, and users not only enjoy the high cost performance of online shopping, but also experience the buying and selling scene of one-handed delivery in the physical store. In this scene, the offline downloader played by Didi and the online Tmall also achieved seamless docking, thus successfully breaking the space limitation, creating an "explosion point" among the user groups and achieving a win-win situation.