The following is a compilation of the content shared by Li Tienan, Marketing Director of New List, at the "Branding and Operation of Thousand People Summit" offline salon of Activity Line, which contains some colloquial expressions.

Introduction:

Li Tienan, Marketing Director of New List, joined New List in 2014, and is currently responsible for New List Marketing, New List Academy, New List Conference, and New List Nationwide Tour, etc. He has an in-depth research on new media, and specializes in the fields of new media operation, short video, and live broadcasting e-commerce.

Content Organization: Activity Line

-? The following is the main text?

Being a long termist, every event finds a way to maximize the entire audience experience, guest experience, and partner experience. In the process of constantly doing to accumulate word of mouth, and then the whole industry will form a certain cognition, and then through the continuous output of activities, and constantly and this group of people through the activities of the link, slowly accumulating potential energy, potential energy accumulated, word of mouth, the brand will slowly up. Long-termism + value output + time compounding, you will unlock a stimulation and joy.

The activity process is mainly divided into six steps! Market Research - Activity Project - Activity Preparation - Promotion & Recruitment - Activity Execution - Activity Review.

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I. Activity framework

1, the purpose of the event

This is one of the most important questions to ask before doing the event, why do I want to do this activity?

1) Enhance the influence and strengthen the brand.

2) Policy releases, such as today's headline's Vitality Conference, the photosynthesis conference of fast hands.

3) meeting sales, meeting sales type of companies, there is a standardized meeting process, there are no strict requirements for the information density of the meeting, but emphasize the mobilization of the atmosphere, there are KPI indicators.

2, market research

This piece of relatively simple, since the activities of the industry, certainly would have been able to reach some of the people in the industry, then through face-to-face or through the online chat or through the questionnaire or through the questionnaires or through the company to ask some of the old staff or to look at the competition in the same industry, the competition's activities or, basically, you can come to a conclusion. Basically, you can come to a conclusion, in this conclusion can be verified, you will understand the user's needs, know where the direction of the activity.

3, determine the boundaries

To understand why we need to do this activity, basically the heart of the general map there.

From the present time, go backward, probably this activity preparation cycle how long it takes, for example, need 30 days, from the present situation backward 30 days, to see whether it is placed in the middle of the week or the weekend, is to do a half day or a full day, the type of activity, who will speak? Who's going to speak? Who's going to listen? What is the purpose of the program? Basically, there is a general fuzzy portrait, at this time there is no precise to the individual, but know what kind of a label, know roughly through what kind of channel can go to reach.

At the same time, boundaries are important! It draws some directions and knows what works and what doesn't.

1) Budgets are different and the whole boundary is completely different. Maybe some venues won't consider it because of a limited budget, and some teachers won't consider it either.

2) The number of people and the budget are also closely related; doing a 500 person event, a 1000 person event, a 100 person event, are completely different concepts.

3) Duration basically dictates the number of guests. Everyone is more keen to do the afternoon event, relatively simple, from 2 pm to 5 pm end, about 3 hours, 180 minutes, basically 6 guests, a guest of 25 minutes, the total ****150 minutes, the remaining 30 minutes, the middle can add some round table forum and other links. In the middle of the control need not be so strict, but the entire number of guests and share the length of time is an inverse correlation. Also consider the venue, meals, transportation is convenient.

4) venues, 2019 is more special, July to October, many large-scale activities can not be held, coupled with the New Year earlier this year, January 25, the first day of the year, a lot of large-scale activities are all pressed to the end of the year, coupled with a lot of the annual meeting will also be at this time, it will be the entire cost of the hotel to pull up, in previous years, may be two months ahead of time to look for a hotel, this year, we must be two months ahead of time for three months or even more! This year, we have to look for hotels two months, three months or even longer in advance! Beijing can accommodate thousands of people and more convenient transportation is actually not much, may be cheaper in the west, south cheap, north and east expensive.

Through the above analysis, to do a what kind of activities, then the general framework came out, the first to set the entire boundary, and then refinement, there is a process of internal communication and integration, it is not possible to start these very precise.

Two, activity ing

1, confirm the theme

First do not cause ambiguity.

The second is to make everyone understand the value of the activity, the user can know what you want to convey to him.

For activities within the industry, generally only write the title of the guest of honor, because the industry we all know who he is, so that there is no need to go on the board of the event to say that the guest of honor how to, what has been done. But note that cross-industry activities, you need to write the introduction of the guest of honor, because the audience from different industries, may also come from five sides, through the introduction of the guest of honor to determine whether the activity is suitable for them.

2, time venue

Generally the venue is a large venue, a small venue, where the large venue refers to which city, the small venue is a specific location, for example, to determine the end of December to do an event in Beijing, Beijing is a large venue, the large venue can be lagged to what time? If there are a lot of foreign guests to participate, will book tickets in advance, half a month or 20 days in advance to determine the venue to death; if the activity itself is to participate in the Beijing people, the activity began a week before the group will send a message to everyone on the OK.

Generally speaking, a weekday is better than a weekday, and a Saturday is better than a Sunday. But also consider the scale and impact of the event, do not put it on Monday, Monday is often more meetings, it is difficult to go away.

The afternoon is better than the morning: try not to do activities in the morning, the afternoon activities through the opening of the time slightly extended a little bit forward, the end of the time slightly extended a little bit back, for example, 1:30 pm to start until 6:00 p.m., to accommodate the guests and the information content of the more so that the efficiency of the more efficient, and also to save money.

Additionally, the venue line is very important in large-scale activities, from the "white" user vision, do not take for granted, to take into account the popularity of people into the direction of the route, congestion nodes, as well as the booth spacing, direction, to avoid "cold booths " (people can not flow past the booth).

The venue is best "back into the type", the screen and the entrance is not on the same side, do not enter from the front door, to avoid the audience crossing the line of sight, set up a barrier in advance to avoid distraction. Generally do more activities after, basically take a look at the venue, the whole building program has, know what place to put the sign-in desk, what place to put into the field, what place to put the screen, what place to put the upper and lower platforms, what place to put the console, basically quite clear.

3, determine the key communication nodes

If a 500-person event is held in January, backwards, first of all, we must confirm that the event is free or charge, because the free and charge the attendance rate is not the same, according to the rate of attendance to calculate the number of people who need to sign up to how many people on the scene to how many people. According to the current resources at hand, go backwards, for example, the activity push once can report 60 people, need to push five times, push five times the node may push twice a week, may push once a week. Push twice a week, may use different channels, push once with the public number, push once with the poster, so that the nodes of dissemination basically came out.

And then according to the industry as a whole, some big events, such as double 11 or other can predict some nodes, not with them to grab the traffic, these nodes to the staggered, according to the industry some of the special habits of the people. On this side to give you an example, for example, like the live broadcast industry, the live broadcast industry to send posters, may be in the middle of the night two or three or four or five o'clock in the morning to send, the effect is particularly good, because to do live broadcasting in this industry, broadcast to one or two o'clock in the morning, after broadcasting but also with the team to review, and then only to go to bed, to be based on these, to put the specific dissemination of the time point and then to fine-tune.

Materials are the external publicity materials for the event, such as posters, the main visual or the background of the guest of honor, similar to some of the materials in the dissemination. These materials are conducive to recruitment or external publicity.

4, the problem of the information entrance

As the person in charge of the event, at the beginning to set the theme, set the framework, set the tone, set the boundaries of the external cooperation, the most afraid of encountering a thing at the same time several people to docking. In general, we will do activities in the first group to set a rule: the company designated a total of the person in charge, he is not only the node of the internal information summary, but also the exit of the external information, to ensure that all the information inlet and outlet in the company have a person, and at the same time synchronized to the group and the collaborative tools, to avoid the difference between the information. An activity requires teamwork, each person is specifically responsible for which piece, generally to form the text, synchronized to the various partners. In short, the soldiers divided into several ways, each in their own way.

5, the synergy of information and delivery

This is particularly important, especially in cooperative activities, such as multi-party hosting, and government guidance to participate in this activity is very difficult to recommend that a general activity, it is not more than three co-hosts, more than three, then it is said that it will be particularly troublesome, because everyone's knowledge of the activities and needs are not the same.

Cooperative activities, try to simplify, in the event of the beginning of time, to clearly delineate the responsibilities of both sides, what things, you have the right to decide, what things, I just notify you, I have full authority to deal with other things, or to the rear will certainly tear, will involve a lot of time and energy to deal with this matter, this is the external. Internal words is also the same logic, such as guests, especially the General Assembly, the guests total more than three dozen, the guest docking piece may be 5 to 6 people, guests are divided according to the board, each person docking a few guests.

Some guests can not personally docking, generally by the brand responsible for or assistant to docking, here will be involved in a message delivery and synergy. To use some tools to prevent the decay of information in the transmission process, such as graphite documents, have Road cloud notes, etc., the specific use of which can be selected according to the internal situation of the company.

Three, guest-related

1, invitation list

After the event theme is set, we will have a brainstorming meeting in one piece, and then say who you think the guest is who, everyone writes on the blackboard, write, use the method of elimination after writing, do the addition first, then do the subtraction, and then exclude all the unsuitable guests, such as I came to recommend this guest, why I recommend this Why do I recommend this guest? This guest is good in which piece? What have you done this year, which one should speak particularly well.

Guest mode on two pieces, one is to do well, one is to speak well.

Doing well, then, to have practical experience, because in the actual process of doing and not done is different. If you have done it, you can tell some important details, but may be ignored by others, then this is the industry is a sense of gain, which is also known as dry goods.

Some guests, although not done, but has been in the industry in-depth observation, expression ability is particularly good, the aura and sense of rhythm is particularly good, on the stage to speak particularly good, but such a person is less.

There are also some people who are doing very well, but once on stage, they are nervous and can't speak fully or well, and can't express themselves at all. This kind of guests, we suggest that we don't invite them, because he may be doing very well, but if he can't speak on stage, he can't actually gain anything from the audience, and the feeling of the scene will be more awkward.

2, guest invitation

To be clear about these things: where to do an activity of how much scale, the length of this activity is how long? What guests to participate? What are the guests on the same stage? Standing in the guest's point of view of this activity on his or her company's value is what? In the process of inviting, we must express these things clearly, made into a PPT or text or, pass to each other.

Some activities in the pre-invitation guests, will write a large number of special big name guests, the last but can not come, for the audience experience is particularly bad, especially the sale of tickets to the event, the audience may come to buy a ticket, is rushing to 1 to 2 guests, want to listen to him, and finally found that you want to listen to the two press simply did not come, the scene is particularly embarrassing, and the follow-up will also be due to these will produce a refund or other unnecessary trouble, so please be sure to buy a ticket, and then you will be able to buy a ticket. So please be sure to indicate the proposed invitation in a prominent position.

3, guest information collection

Invited guests will generally want to guest profile, title, photos, success stories, Demo.

On the guest Demo. Demo this piece of many guests may not be able to provide, but if it is a number of dry goods class charge activities, especially the guest of honor, generally let him provide a demo, discuss in advance, a topic, record a 10-minute video, and then the guest of honor will be able to provide a demo. A selection of topics, record a 10-minute video. Through the video you can see the guest image, aura, expression habits, logical framework, language rhythm, etc., have some overall understanding and help late judgment.

4, guest PPT

1) time: guest PPT, the deadline must be knocked dead. Must be the cut-off time to catch up, according to industry experience, there are always 1-2 guests of the PPT late, to leave space for the latter side of the adjustment.

2) version: remember to always number, make a good habit, to avoid getting the wrong version. Transition version must be deleted, because some consoles will put the original old version, generally to this time node guests change not many things, but there are individual guests of the psychological quality is not good, once the ppt is not right, will be directly on the stage in a daze, or will be the problem openly, "the PPT put the wrong, the organizers can not give me a change ", this time will be extremely embarrassing.

3) volume: the PPT as small as possible to prevent the dead, if there is a video inside, remember to take the video out, save a separate copy, in the activities, pay attention to the guests and guests agreed in advance signal, in case of operational errors, on the stage directly signal "trouble staff to help me play the next video". This does not affect the flow of the entire meeting, the entire audience, the experience is not detrimental.

4) content: there must be dry goods, methodology, especially can be used repeatedly, can be migrated, such as some of the data, the analysis of the industry's cutting-edge and outlook, personal inherent success and sublimation of the experience of the past through some of the detours and pit is very important, but will be ignored by others some of the details.

5) Golden Sentence: These are called both the Golden Sentence and photo point, is why some people speak to a certain extent, we can not help but take out the phone to take a picture, may be emotional **** Ming, may be the information content is large, difficult to digest in a short period of time, or a very philosophical life maxims are very suitable for sending a circle of friends, or a model of thinking, many people will take pictures! Retention, thus forming a secondary dissemination.

5, the length of the speech

Some guests to participate in the conference experience is relatively small, before the agreed 20 minutes of speaking time, also finalized the speech topic and outline, but he threw over a 60-page PPT, at this point you need to communicate with each other, where the problem is, the logical framework of the PPT to sort out, significantly cut down on this step on the control of the length of the time, and in addition to the implementation of the scene, there is a countdown screen. In addition, there are countdown screens, countdown signs, background music and other signals to prompt guests to pay attention to the time, control the pace of the event.

6, guest reception

Guests of air tickets and hotels, shuttle, accommodation, meals, SMS notification, participation notification, ushered in, guest gifts, in fact, these things are very fine, do not notify one by one details, to learn to "make up the whole", we will generally give the guests two documents, the first one is mainly used in the early docking time, the first document is mainly used in the early docking time. The first document is mainly used in the preliminary docking, what information needs to be submitted by the guest and deadline, the need for guests to do things, such as confirming the speech topic, outline, and submit PPT, etc. The second document is the late guests of the machine. The second document is mainly the late guests of the aircraft wine, shuttle, hotel accommodation, meals, rehearsals, seated position, the order of the stage, whether the PPT external details.

7, guest rehearsal

Rehearsal is very important, even if the guest arrives without a particularly long time, even five minutes, are very useful.

1) Familiarize yourself with the venue: where is the location? Know where the entrance to the stage is from, and then where you need to be to stand, where are the positioning points, the photo points? Is it a handheld mike or a headset?

2) the location of the prompter and countdown: informed that there is a prompter, and then prevent the guests to look back at the screen, and tell in which place, tomorrow there will be a volunteer to hold up a sign, prompting the countdown, pay attention to the signal prompt.

3) on the floor notice: generally use the principle of a wait on one, notify a, you can be close to the location of the console, arrange the sofa, so that the guests wait in advance, configure the headwear in advance, and inform some of the precautions, and cheer and so on.

Four, site construction

1, the choice of builders: professional, reliable. And professionals can save a lot of energy and effort to do things, professional and reliable, how to assess, the first look at the past, to see the case, the second in the process of communication to see each other's degree of professionalism and attitude. Both sides have a bonding process, it is best to work with a company for a long time, know your demands, style of doing things.

2, build program: this involves more factors, not to expand here, mainly is the big screen, stage, lighting, booths, outside check-in, interactive space, interview room and so on.

Fifth, the activities of investment

1, investment principles

In a word, cast a wide net, focus on fishing. General commitment of 80%, follow-up to 30% surprise, a little bit of collection in the early stage, do not make unrealistic promises for the sake of investment, or easy to dispute afterwards.

The core demands of customers must find ways to meet, and then can not meet the words in advance to make it clear that the customer can accept the words continue to talk about, the customer can not accept to stop, or balance the interests of all parties, each one step back.

2, customer source

1) grasp the hot spots, new opportunities. For example, this year's short-video live e-commerce is relatively hot, if you organize a conference on short-video live, these companies certainly have a claim, want to be in the industry a lot of exposure, in which case the value of this activity can provide and their needs is a fit, the formation of a link, then it is possible to become your customers.

2) some of the activities done every year, then stay some customers, in fact, these customers are likely to produce repurchase. These customers to focus on maintaining maintenance.

3) industry competitors, what are the sponsors, the other side may have the same needs, because the entire user population is more consistent, equal to the other side for you to point out a road.

3, integrate resources

To integrate resources, event sponsorship is divided into two pieces, one is its own event resources, such as some offline booths, live video rotation, on-stage speeches, participate in the round table, awards, hosts, and so on, some of the information related to the scene. Another piece is the company's resources, many companies to promote advertising space, information flow, etc. all packaged to sell to customers, in short, dig customer demand, within the ability to meet.

Sixth, activity dissemination

1, user profile

You want to attract the user who is he? Which place is he in? Through what channels to reach, and how can you attract him?

2, media cooperation

The program of dissemination should be formed into a document. package A, package B, package C, clear what I can provide? Then the other side will match according to your resources. Clearly their own resources, resources that can be linked, before looking for others, think about what others will help me, I can provide others with what rights and interests, and ultimately the two sides to achieve *** win only, otherwise occasional help is temporary, not long.

3, the stone of the mountain can attack jade

has been enrolled in the audience, you can use some tools to batch generate personalized circle of friends posters, to facilitate the other side of the sun circle of friends, so that you can also converge to the scattered personal circle of friends traffic, although the amount is not large, but the conversion rate is relatively high.

4, micro letter group: red packet fried group, group title, lively group owner

This point is relatively simple, will not repeat, focus: to attract attention, otherwise white.

5, activity platform - activity line

seven, tickets and sign up

1, tickets free or charge

charge tickets, increase an income at the same time, but also can raise the threshold for registration. The quality of the audience is a little higher, but consider the influence of the organizer, guest curiosity, the location of the spending power, topic heat, etc., free activities are easy to recruit, but there is no way to control the rate of attendance, in addition to free activities are susceptible to some of the impact of the external environment, generally speaking, about 50-70% or so, if you do 500 people activities, all free of charge, and if the attendance rate according to 50%, then you will have to pay a fee. If the attendance rate is calculated according to 50%, at least 1,000 people are needed to ensure that 500 people will attend the event.

2, check-in time and check-in tools

Check-in time if placed in the morning, such as 9:00 start, 8:30 before the check-in of very few people, the peak is 9:00 to 9:30 this time. The event is close to the opening time, it is the peak time to sign in, a short period of time, a huge influx of people, will produce a lot of problems, need to be prevented in advance. To think about: check-in space is open, check-in channel settings, check-in process is reasonable, check-in efficiency, check-in personnel have no training, check-in tool testing, check-in materials ready in place and other factors that will affect the process of check-in, poorly handled will lead to the back of the people complaining about the impact of the event opening and user experience. The scene must have an individual dare to clap, dare to take responsibility, make a decision, do not be indecisive, and quickly deal with the problem.

Eight, the implementation of the key

1, grasp the big and let go of the small

All processes rehearsed more than three times, so that the relevant person in charge of the process of this activity is very familiar with the process, such as building the party, the host, the console party, part-time person in charge of the person in charge of the etiquette of the participants in the session, if it can not be achieved, but also to let the other party know that he or she is responsible for the link of the approximate time nodes, as well as the problem of looking for who to deal with.

All the icing on the cake comes from the usual preparations, and don't play on the spot when the scene is in progress. Activity site can be ready to do things out on the scene, there will be a variety of unpredictable and unexpected situations, to grasp the big and put the small, stable priority, to solve the key problem, the secondary problem if you have the energy to deal with, or else shelved first.

2, risk management

From the beginning of the report to the venue, guests, audience, equipment, in fact, a lot of accidents, just now we said that there is a "put" process, a "collection" process in the "put" and "collect" process. In the process of "release" and "collection", there are various risks in many lines, for example, a guest agreed to come, but temporarily can not come; for example, a thousand people in the venue, the amount of enrollment is not enough how to do? How to calculate? What if there is a sudden problem with the equipment at the venue?

To cope with these potential risks, in the early stages of the event, we must dismantle each link, analyze the key elements, make preparatory plans, and constantly rehearsal, reproduce the problem, scenarios, and then design a solution to minimize the risk. Risk can not be eliminated, but can be reduced.?

Nine, activity review

All activities should be reviewed each time, check for deficiencies, but also "choose its good and from it, choose its not good and change", learn from the look, good to continue to carry forward, not good to be discarded, which is also a process of mutual incentives between the internal, learning from each other, and continue to perfect the process. Here is a principle of "PDCA", also known as "Deming ring", is a quality control process, P is the plan, C is the check, D is the implementation, A is the review, do before thinking about the plan, do the process of continuous optimization and iteration, and finally continue to improve the reflection and continue the next cycle.

All things, the meeting must be someone special records, the formation of black and white, constantly retained, constantly accumulated, and gradually formed SOP manual, but also as internal training materials.

This may be the most complete large-scale activities in the history of the operating guide, behind each successful activity is everything, but "paper to get the ultimate feeling of shallow, absolutely know that this matter to do"? These experiences, or to be used in practice, may you also be able to make a successful big event!