Event planning is an effective behavior to increase market share. An executable, operable and creative event planning case can effectively enhance the visibility and brand reputation of the enterprise. Event planning case is relative to market planning case. Strictly speaking, they belong to the same brother branch of market planning, and event planning and market planning are complementary and interrelated. Market planning and activity planning are subordinate to the overall marketing idea of the enterprise. Only under this premise can market planning and activity planning be integrated and continuous, and the audience can effectively identify with the cultural connotation of a brand. The activity planning case should follow the overall thinking of the market planning case, so that the enterprise can maintain a certain market sales.

1 activity classification

Marketing-oriented activity planning

Refers to the theme planning of its activities, focusing on profitable sales and supplemented by brand promotion.

sales planning

For example, the China Southern Auto Show in 2002, the National Day real estate exhibition in 2002 and the first Guangdong entrepreneur VS China Star football match. The planning of these activities is undoubtedly to improve the brand awareness of newspapers, but the original intention of the organizers is often to take the activities as the tipping point and absorb the advertisements of corporate customers and the ticket sources of readers and target consumers. In 2002, China Southern Auto Show brought hundreds of thousands of yuan to the organizers, in addition to a large number of pre-and follow-up newspaper advertising revenue, the marketing performance made the peers sit up and take notice. The main feature of this kind of activity is that the activity itself is a "magnetic field", which has enough charm to attract customers' enthusiasm and consumers' attention.

Communication-oriented activity planning

The purpose of brand promotion and popularization is:

Refers to the brand promotion, supplemented by profitable sales planning. Nobel Prize in Economics, Guangdong Tour, Community Film Tour Exhibition, Concept Fashion Show and Customer Association, Chinese Film Media Award, etc. Such activities focus on the dissemination of media images. LOGO and newspaper layout pictures appear in the form of background boards, brochures (pages), posters, white papers, gifts, etc. In addition, the opening ceremony, award presentation, lottery or closing ceremony of related newspaper leaders often bring shocking moments.

Entertainment political color for the purpose:

Refers to the recipient's document instructions or plans made by people. For example, organizing life parties and social dances. This kind of activity is relatively small in scale, because students are often the mainstay in schools, so it is not profitable and propaganda. Relatively speaking, this purpose is stronger. Generally, it is to respond to the call of various documents of the country, province (city) and school, or to strengthen the emotional connection between people. At first glance, the forms are also very rich, such as singing, dancing, poetry reading, on-site poetry and painting, answering questions and playing games.

Mixed activity planning

It has the characteristics of the above two types, both marketing and communication, and belongs to the type of "both fish and bear's paw", such as Guangdong Communication Festival in 2002, China Wine Fortune Forum, World Chinese Advertising Forum, and creative buffet. These activities are often based on the premise that customers place orders to participate in fixed advertisements and readers pay for newspapers (cutting corners), and the activities themselves will be accompanied by massive brand promotion. With the increasingly fierce competition in the media market, the media will increasingly play the role of enterprises or quasi-enterprises, and will increasingly rely on marketing and mixed activity planning, and this field will also become the battlefield of major domestic media in the future.

2 Activity objectives

Every time you hold an activity, you must have a clear goal. Just like a ship sailing on the vast sea, if you can't find a clear direction, you will lose your way. Activity planning: Therefore, it is necessary to formulate activity expectations, attract guests to participate to the maximum extent, try our best to complete the objectives of the activity and convey the profound meaning behind the activity.

Three main characteristics

Function: event planning has mass communication.

A good event planning will pay attention to the audience's participation and interaction. Some event planning will also introduce public welfare into the event, which not only combines the consistent credibility of newspaper media, but also stimulates the brand's reputation among the masses. Even the event itself has certain news value, which can spread out in the first time and attract public attention.

Activity planning has the function of in-depth explanation.

The nature of advertising itself determines that it cannot be fully expressed; However, through event planning, you can clearly express what customers need to express. Therefore, event planning can spread the target information that enterprises want to convey more accurately and in detail.

Event planning has the function of public relations.

The planning of activities is often carried out around a theme, which is mostly related to environmental protection and energy saving, close to people's lives and can win the reputation of consumers. Through the development of these subjects, the brand image can be established to the maximum extent, so that consumers can not only get the use value from the products, but also get spiritual satisfaction and pleasure from them. Advertising, especially public service advertising, can sometimes achieve the effect of public relations, but it is far less effective and three-dimensional than public relations in event planning.

superiority

Economic advantages of activity planning

Traditional advertising forms have entered a mature stage, including more and more transparent advertising costs and little room for price discounts. Enterprises often need millions of advertising fees through advertising. Compared with this, the cost of a promotion activity is much less than the advertising cost, but it can achieve quick results, and at the same time, it can contact consumers more directly and get market feedback in time.

Activity planning is delayed.

A good activity plan can be spread twice. The so-called "secondary communication" means that after an event was released, other media reprinted it one after another, and the influence of event planning was delayed. However, we can never see such a situation: an advertisement was reprinted by other media because of its good design; Although activity planning has many advantages, it also has some disadvantages. On the one hand, event planning often cannot be carried out independently from advertising. On the other hand, improper operation of event planning can easily lead to audience rejection.

4 active elements

I. credibility

A well-planned activity needs a certain degree of credibility. In most cases, credibility comes from the implementation of the plan. Especially for companies that specialize in event planning, even the best event planning is impossible to implement without sufficient resources. Years of experience in organizing activities can not only provide rich experience for event planners, but more importantly, accumulate sufficient execution resources.

Second, attraction.

Attraction to the target audience is the basis of successful event promotion planning. In the promotion planning of an activity, in order to attract users' attention and participation, it is necessary to seize the hot spots that users in the venue collectively attach great importance to, show them kindness, show them kindness, mobilize their enthusiasm and urge them to actively participate.

To improve the attraction of activities, we need to be creative. The theme of planning should meet the needs of users in curiosity, value expression, sense of honor, sense of responsibility and interest, and also give appropriate material encouragement, which will greatly improve the attention and participation and understanding of the target audience.

Third, the degree of relevance.

The content of activity planning should be closely related to the purpose of the activity itself, and be good at integrating related things and related resources. Promoting unrelated activities is very naive and lame.

Taking real estate as an example, it is very bad for a high-end real estate project to engage in a grassroots red man hype. Real estate projects need to take promotional activities according to the positioning of intended customers, and activities can be taken to show the high-end life of the real estate. Such as inviting golf champions to participate in real estate promotion.

Fourth, execution.

The promotion of activities not only needs careful planning in the early stage, but also whether the promotion plan can be implemented to the maximum extent is very critical. The executive power is mainly manifested in the specific task description, the rhythm of the task flow, the executor, the execution time, and the emergency handling plan. If there are problems in the implementation of the activity, which cause users' dissatisfaction, the promotion effect of the activity will be discounted, and even the website will have adverse reactions. Therefore, it is a very important part of the whole activity promotion to implement the activity promotion carefully and orderly. Therefore, before the activity, the activity plan of the whole activity is repeatedly scrutinized to see if there is any gap. Regarding large-scale offline promotion activities, in order to ensure the smooth implementation, it is best to have a better training and exercise. Activities should be under unified command, strictly and orderly implemented and carried out smoothly.

Verb (abbreviation for verb) communication ability

Many times, when an enterprise promotes activities, it wants to pass on its brand culture to more users and maximize the benefits of brand promotion. The spreading power of activity promotion is manifested in various periods before, during and after the activity. Before the activity, arouse users' interests and concerns and warm up for the activity; During the activity, do a good job in organizing the activity, show the content and theme of the activity, and get feedback from users on the enterprise and corporate culture through their participation; After the event, the publicity effect will be further dispersed and extended. Through other information media, we will further expand the influence of the activities and gain greater commercial value.

5 writing format

Name of planning book

Write the planning name as specifically as possible, such as "XX University Activity Planning Book", and put it in the center of the page. Of course, you can write the main title first, and then write the subtitle below.

Activity background

According to the characteristics of the plan, this part should focus on the following matters: specific items include: basic introduction, main implementation targets, current situation, organizational departments, reasons for activities, social impact, related motives, etc. Secondly, it is necessary to explain the environmental characteristics of the problem, mainly considering the internal advantages, disadvantages, opportunities and threats of the environment, making a comprehensive analysis (SWOT analysis), focusing on various factors of environmental analysis, describing the past and present situation in detail, and making plans through forecasting the situation. If the environment is unknown, it should be analyzed and supplemented through investigation and study.

The purpose, significance and goal of the activity

The purpose and significance of the activity should be clearly expressed in concise and clear language; When stating the main points of the purpose, the uniqueness of the core composition or planning of the activity and the resulting significance (economic benefits, social benefits, media effects, etc.). ) write clearly. The activity goal should be specific, and it needs to meet the importance, feasibility and timeliness.

resource demand

List the required human and material resources, including the places to use, such as classrooms or activity centers. It can be divided into two parts: existing resources and needed resources.

Activity development

As the main body of the plan, the expression should be concise and easy to understand, but the expression should be detailed, and everything that can be thought of should be written, and nothing can be omitted. In this part, not only words, but also statistical charts can be added. The planned work items should be arranged in chronological order, and drawing the implementation schedule is helpful to the verification of the plan. The organization and allocation of personnel, the object of activities, the corresponding rights and responsibilities, time and place should also be explained in this part, and the emergency procedures to be implemented should also be considered in this part.

Some reference aspects can be provided here: venue layout, reception room, guest seating, sponsorship mode, contract agreement, media support, campus publicity, advertising production, hosting, leadership speech, emcee, venue service, electronic background, lighting, sound, video recording, information contact, technical support, order maintenance, clothing, command center, on-site atmosphere adjustment, pick-up and drop-off vehicles, post-game personnel cleaning and so on. Please adjust yourself according to the actual situation.

appropriation budget

The activity expenses are listed in a clear form after detailed calculation according to the actual situation.

Problems and details that should be paid attention to in the activity.

The change of internal and external environment will inevitably bring some uncertain factors to the implementation of the plan. Therefore, whether there are emergency measures when the environment changes, what is the loss probability and how much loss will be caused, and the emergency measures should also be explained in the plan.

Event leaders and main participants

Indicate the name of the organizer, participants, guests and units (for group planning, indicate the name of the group and the person in charge).

6 writing rules

Event planning scheme is an effective behavior for a company or enterprise to increase sales and market share in a short time. If it is an activity planning scheme with outstanding creativity, good enforceability and operability, it will play a positive role in improving the visibility of enterprises and the reputation of brand activity planning process.

The activity planning scheme is relative to the market planning case. Strictly speaking, it belongs to the market planning case, and they are interrelated and complementary. All belong to the overall marketing ideas and models of enterprises. Only under this premise, the market planning case and the event planning case are the advertising behaviors with integrity and continuity. Only in this way can the audience have an agreed brand culture connotation, the event planning case can follow the idea of the overall market planning case, and the enterprise can maintain stable market sales.

There are various forms of activity planning, generally including roadshows, product briefings (press conferences), festival promotions, news event marketing, etc. For any of the above schemes, according to different enterprise situations and market analysis, countless forms can be evolved. Event planning often plays a direct role in new product launch, product terminal distribution and product transformation, so it is also an important part of advertising planning.

For some friends who are new to the advertising or planning industry, it may be difficult for them to achieve the expected results when writing event planning cases. Even some advertisers who have been planning for many years sometimes make mistakes. So, how can we write an ideal event planning case? I think we should pay attention to the following points:

The theme should be single and inherit the general marketing ideas.

When planning activities, we should first make an accurate judgment according to the actual problems of the enterprise itself (including the time, place and expected input cost of the enterprise activities, etc.). ) and market analysis (including competitor's current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product characteristics analysis, etc. ), and through SWOT analysis, the most important theme at present is extracted, which is also the most worth popularizing at present, and can only be one theme. You can't do everything in an activity. Only by conveying the most important information to the target consumer group, as the saying goes, "Do something and don't do something", can you convey the information you want to convey to the target consumer group to attract the attention of the audience, and it is easier to remember the information you want to express.

Directly explain the points of interest

After determining the unique theme, the audience and consumer groups can also accept the information we want to convey.

But there are still many people who remember the advertisement, but have no impulse to buy it. Why? That's because they don't see the interests directly related to them. Therefore, it is very important to directly explain the points of interest in the activity planning. If it is a preferential promotion, you should directly tell consumers the amount of your discount, and if it is a product description, you should sell the most eye-catching selling point. Only in this way, after the target consumers come into contact with the direct interest information, will they cause the impulse to buy, thus forming the purchase.

Activities should focus on the theme and be as concise as possible.

Many planning copywriters often want to carry out many activities when planning activities, thinking that only colorful activities can attract consumers' attention, but it is not. First of all, it is easy to distinguish between major activities and minor activities. Many market activities are very active and many people participate in them. It seems that the response is very enthusiastic, but among the people who watch or participate, how many people are the target consumer groups of the enterprise, even if they are the target consumer groups, do they buy products after participating in the activities? One problem that some planners often complain about is the participation ethics of bystanders. Many people often leave after watching the excitement, or take gifts from the company and leave. In fact, the problem here is that the content and theme of the activity do not match, so it is difficult to achieve the expected results. In the market planning activities, some activities are lively and can achieve good results at the same time, because the activities are only carried out around the theme. Second, improve the activity cost and execution. In a planning, if there are too many activities involved, not only will more manpower, material resources and financial resources be invested, which will directly lead to the increase of activity costs, but there is also a problem that it will easily lead to poor implementation by operators and eventually lead to the failure of the case.

It has good feasibility.

A suitable product, a good creative plan and a good executive team are the successful marketing activities. Whether the implementation can be successful reflects the operability of the planning case most directly and fundamentally. In order to achieve good execution of planning, besides careful thinking, careful activity arrangement is also essential. The time and method of the activity must be carefully analyzed in combination with the situation of the execution place and the executed person, and the specific arrangement should be as comprehensive as possible. In addition, we should also consider the influence of external environment (such as weather and folk customs).

Change writing style

Generally speaking, planners often accumulate their own set of experiences in the process of writing plans. Of course, this experience is also reflected in the writing form of the planning book, so everyone's planning book may have their own model. But it is often this mode that will limit the planners' thinking, and it is impossible to grasp the market without changing their views. You should also change the style of writing in the content of the plan book, because if the same customer sees that your plan is the same shell again and again, it is easy to have a psychological distrust attitude, and this first cause effect may affect the performance of creativity.

Avoid subjective remarks.

In the early stage of activity planning, market analysis and investigation are very necessary. Only through the analysis of the whole market situation can we understand the problems faced by enterprises or products more clearly and find solutions to them. It is impossible for a subjective planner to make a successful plan. Similarly, in the process of writing the planning book, we should also avoid subjective thoughts and words, because if the planning case is not put into practice, any result may appear, and the subjective judgment of the planner will directly lead to the fuzzy analysis of events and forms by the executor. Moreover, if customers see the subjective words in the planning book, they will feel that the whole planning case has not been analyzed by the real market, but is the result of subjective judgment.

Finally, a promotion can't achieve great results or create famous brands, so don't try to solve all the problems through one activity. An activity can only mainly solve one problem. Only by adhering to the correct marketing ideas in brand building and commodity sales, and carrying out appropriate promotional activities at the right time and place under this idea, can enterprises develop continuously faster and better.

7 format model essay

How to make an activity plan and how to implement the activity.

First of all, you need to explain the ins and outs of this activity project clearly, and at the same time fully state the significance, function and effect of the project before it can be implemented after approval.

Write down the specific theme of the activity, preferably in detail.

The overall person in charge of activity planning, which members are needed, and the specific division of responsibilities should also be explained in this part, and the emergency procedures implemented should also be considered in this part.

Grasp the start and end time of the activity.

The purpose and content of activity planning: explain the theme as cleverly as possible, express it simply and clearly, and make it easy for people to understand at a glance. In addition, some charts can be added appropriately.

The specific part of activity planning: why the planning theme is put forward, why the planning activities are carried out, and what procedures are used to complete them. These origins and processes should be explained. When stating the main points of the purpose, the uniqueness of the core composition or planning of the activity and the resulting significance (economic benefits, social benefits, media effects, etc.). ) write clearly. The activity objectives should be specific, and need to meet the importance, feasibility and timeliness.

Steps and plans (timetable, personnel, expenses, operations, etc.) should be described in detail in tables. ) when planning and implementing.

Prediction and improvement of late effect of activity planning.

Comparing the summary and report of this planning problem with the successful case, the possibility of qualification will increase.

Activity form

holiday marketing

As the name implies, holiday marketing refers to the promotion of products and brands during the holiday season by making use of consumers' holiday consumption psychology and comprehensively using advertising, public performance, on-site sales and other marketing means, aiming at improving the sales force of products and enhancing the brand image. Attribution, it is part of the whole marketing plan, not a short-term sales activity. For some holiday consumer goods, the significance of holiday marketing is more important.

Festivals in a year can be divided into four categories. 1. Statutory holidays: New Year's Day, Spring Festival, Tomb-Sweeping Day, March 8th, May 1 day, June 1 day, Dragon Boat Festival, Teacher's Day, August 1 day, Mid-Autumn Festival, National Day and Lantern Festival. Non-statutory holidays: Valentine's Day, Mother's Day, Father's Day, Easter, Christmas, etc. Thirdly, folk seasonal classification: summer solstice, winter solstice, beginning of winter, Laba and so on. Fourth, merchants define their own holiday categories: store celebration day, clothing festival, kite festival, food festival and so on. Of course, the importance of festivals varies from product to product. Yuanxiao, for example, is definitely a patent for glutinous rice balls.

Why do you want to carry out holiday marketing?

The characteristics of holiday consumption psychology determine that it is different from ordinary holiday sales forms, and it is an excellent opportunity for consumers to contact with the promotion of new brands. As far as hypermarkets are concerned, it is worth looking forward to the terminal where customers buy products directly during festivals. With the advent of the era of sensory consumption, consumers' buying habits have also changed greatly. From paying attention to the price-performance ratio of commodities in the 1990s to sensory consumption in the homogenization era, consumers are more and more obedient to their inner wishes, and the atmosphere of casual sales carefully created by merchants will make consumers unconsciously "follow their feelings" and achieve their goals.

For fast-moving consumer goods, holiday sales are also of great significance. In China, holidays are 1 14 days, accounting for almost13 of the whole year, and the market value reflected by the "May 1" and "Eleventh" Golden Weeks is even more impressive. According to the statistics of a supermarket in Shanghai, the sales during the "Golden Biweekly" period accounted for almost 40% of the annual sales.

So how to attract the limited attention of consumers, grasp the hot spots and demand trends of holiday consumption market, and make the holiday market bigger? My company mainly produces jiaozi, glutinous rice balls, zongzi and other traditional China foods, and more than half of the sales are sold before and after the festival. Therefore, I have accumulated profound experience in holiday marketing in practice, and after careful sorting, I have summed up the following rules to share with you.

Strategy 1: Be creative and set off the festive atmosphere.

Festivals are full of energy and joy. They seize people's holiday consumption psychology, entertainment sales, create hot spots, and finally realize holiday marketing. According to different festivals, we will create different distinct activity themes, attract the most customers to their counters, create a scene atmosphere, and achieve the purpose of holiday sales.

For example, during the Dragon Boat Festival, the end of the supermarket is designed in the shape of a dragon boat. XX vacuum zongzi and materials promoting the Dragon Boat Festival can be placed on the dragon boat to create a strong atmosphere of the Dragon Boat Festival. At the same time, sachets are presented and folk performances of the Dragon Boat Festival cultural competition are held, which enhances the lively atmosphere of the festival and inspires many consumers to take the initiative to participate in the activities.

Strategy 2: Cultural marketing conveys brand connotation.

Cultural marketing, grafting the cultural atmosphere of festivals and carrying out targeted cultural marketing. Fully tap and make use of the cultural connotation of festivals, and combine them with their own business philosophy and corporate culture. While enjoying the art for consumers, they can not only attract many consumers, but also bring good market benefits and establish a good corporate image.

For example, on Valentine's Day, the intellectual activities of "lovers go through three customs" and "Tangyuan represents my heart" in the store have done a good job of making foreign things serve China, which not only increased the cultural extension of our XX Tangyuan, but also conveyed the romance and warmth of Valentine's Day through activities. Moreover, the thoughts that two people are ashamed to express at ordinary times can also be expressed, which also enriches the connotation of the festival.

In the Mid-Autumn Festival, we successfully interpreted the traditional family culture of honesty by holding the "Family Fun Cooking Competition", created a good shopping environment in the family reunion, and also vividly conveyed the connotation of our XX brand without losing the opportunity. Others, such as lantern riddles and local folk culture exhibitions, have become a tried-and-tested coup for businesses to attract consumers' attention.

Strategy 3: Interactive marketing enhances brand affinity.

With the improvement of living standards, consumers' demand has gradually changed from mass consumption to personalized consumption, and customized marketing and personalized service have become new demand hotspots. If merchants can grasp this trend, it is not difficult to do a good job in the holiday market. During the Dragon Boat Festival, our "Processing with Materials to Teach You to Make XX Zongzi" in Changsha was very popular with consumers. Housewives in our city are amazed at the unique skills of making zongzi displayed by our female workers, and the on-site sales are also very popular.

Shops are the protagonists of holiday marketing. Wal-Mart in Shenzhen is a pioneer, allowing customers to design their own gift baskets or provide different types of gift baskets. Customers can choose gifts without being limited by quantity, variety and amount, which can not only cater to different consumer needs, but also fully grasp the price scale. This law was welcomed by consumers as soon as it was promulgated, which not only greatly increased the profit of the fresh food department, but also promoted the sales of other departments.

Strategy 4: Art promotion stimulates sales potential.

The protagonist of festival marketing is "price war", and the advertising war and promotion war are all around the price war. Whether the price war can be done well is a profound knowledge. Many businesses stubbornly believe that festivals are about reducing prices and selling more. This practice is actually caught in the misunderstanding of promotion, and the result is often that they still shout when they lose money. Of course, as the usual methods of holiday marketing, sensational advertisements such as "full-court specials" and "buy a few and get a few free" have become commonplace and have little effect on consumers. Therefore, if we really want a special price, we must handle it properly and pay attention to creativity and art, among which "ladder price" is enough.

In the winter solstice festival of the lunar calendar, the planned ladder price sales achieved good results. We took out 450g of XX mushrooms, fresh meat jiaozi and pasta for promotion, and only marked the price, selling time and the words "limited quantity while stocks last" on the promotion platform to attract consumers.

The specific method is to sell it at full price from the winter solstice to 18, and reduce the price by 25% from the penultimate day to 10, and by 35% from the penultimate day to the seventh day. The price will be reduced by 50% from the seventh day to the third day, and from the third day to the winter solstice. If it still can't be sold, give it to the welfare home for the elderly and children. The reason why consumers dare to take this approach is because they have such a mentality: "If I don't buy it today, others will buy it tomorrow, or it is better to start first." In fact, many products are often bought by customers for the second time or without reducing the price. Therefore, the ladder price not only activates the popularity of supermarkets, but also prolongs the holiday effect, leading to the golden period of product sales.