Internet cafe activity planning case 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 Internet cafes. Only under this premise, the market planning case and the activity planning case are the Internet cafe behaviors with integrity and continuity, and only in this way can the customer groups have a unified brand culture connotation, and the Internet cafe activity planning case can only follow the idea of the overall market planning case, so as to maintain the stable market sales of Internet cafes.
There are many understandings and explanations about the theory of planning, and the conceptual understanding of planning is superficial; Understanding planning from actual combat is very profound. It is planned to explain "planning, planning, planning and strategy" in Ci Yuan. In English, it is similar to "strategy" plus plan. Planning is called planning in Japan, planning in Taiwan Province Province and planning in the United States. So what exactly is planning? Take Zhuge Liang in the Three Kingdoms as an example. His job is planning, while Guan Yu, Zhang Fei and Zhao Yun are now sales managers and production managers. Planning is based on things that already exist, or things that will inevitably appear according to the law of movement of things, rather than things that people have newly created. Planning is just to make some new connections and combinations of these ready-made things according to certain principles or laws, so as to make them become a new thing. These new things are mainly manifested in certain activities or events, rather than specific material products or spiritual products. Through this connection and combination, the events or activities generated by planning are essentially an intellectual creation, or in Marx's words, it embodies people's subjective initiative and is the objectification of people's essential strength.
The planned new things are novel, aesthetic, abnormal and advanced, which can bring rationality to people. Some people say that planning has long existed. Isn't our previous work plan called planning? Replacing planning with planning is only a conceptual innovation. That was not the case. Because "planning" is to link the present with the future, but it is essentially to arrange things in advance according to the habitual way of thinking, which will not be unconventional or creative. But the essence of "planning" is not to follow the thinking mode of habitual thinking, but to make new connections and combinations of things according to the law of innovative thinking.
Second, the activities of Internet cafes are planned in various forms.
Generally speaking, games or commemorative activities held in internet cafes. Among them, the game activities can be realized as stand-alone game competitions, online game competitions, online game experience activities, commemorative activities, special festivals, online discount activities, anniversary activities of Internet cafes, and special activities of Internet cafes. For any of the above schemes, according to different Internet cafes and market analysis, countless forms can be evolved. The activity planning of Internet cafes often plays a direct role in opening new Internet cafes, rapidly expanding publicity, stepping on the right track and improving income, so it is also an important part of Internet cafe planning. For some friends who are new to Internet cafes or planning, it may be difficult to achieve the expected results by writing a case of Internet cafe activity planning. Even some people who have been engaged in Internet cafe planning for many years sometimes make mistakes. So, how can we write an ideal case of Internet cafe activity planning? I think we should pay attention to the following points:
1, no investigation, no right to speak.
Many Internet cafes do activities, because of the lack of awareness of customer research or the limited level of customer research, time constraints and other reasons, it is more common to omit the important work link of customer research. It is a common fault of some so-called "masters" to think of a good idea and find a suitable day for activities. But "no investigation, no right to speak." "Know yourself and know yourself, and you will win every battle." . Only by finding out one's strengths and weaknesses, understanding the psychology and needs of customers, grasping the market dynamics of competitors, and comprehensively analyzing and forecasting, can we foster strengths and avoid weaknesses, adjust one's activity strategy and win the success of the activity. The activity practice shows that the feasibility, budget, customer distribution, site traffic situation, relevant policies and regulations of the activity should be investigated in detail, and then compared to form an analysis report, and finally an objective decision should be made.
2. Overall planning and strict operation.
What skills are there in the activity planning of Internet cafes? The key point is: comprehensive. This is because the activities of internet cafes only give us a chance to succeed or fail. Internet cafe activities are not movies and TV series, and cannot be repeated. Every time it's a live broadcast, once the mistake can't be made up, it must not be taken lightly.
3. Turn crisis into opportunity
There are certain uncertainties in the activities of Internet cafes. In order to prevent accidents, we should have a strong sense of crisis in the process of planning and implementation, fully predict possible risks and formulate corresponding countermeasures. Only by eliminating all risks can the planning scheme be guaranteed. When an emergency happens, you should improvise, don't worry, don't complain, keep a clear head, be calm, quickly find out the reason and confirm the truth. One way that has caused negative effects is to apologize to the public in time to prevent it from happening again, establish antagonistic relations with different customers, avoid negative publicity, and strategically handle the relationship between the owner and the customer, otherwise it will be difficult to repair; The other way is to turn the crisis into an opportunity, expand the scope of communication with the help of emergencies, spread sincerity with the help of public opinion, win public support, and turn passivity into initiative.
Step 4 concentrate on spreading an idea
Internet cafe activity is a platform to display the brand image of Internet cafes, not a general promotion activity. It is necessary to determine the activity point (theme) and use it as the basis and main line of planning. I don't know what many activities in internet cafes are, and I can't leave a deep impression. Only by refining a distinctive selling point, creating an "eye" of Internet cafe activities, and spreading it, can we integrate related resources and achieve the goal of activities. The point here is the most exciting and vivid place in the activity design of Internet cafes. After years of activities, most of the plots have been forgotten, but I can still remember them. Internet cafe activity planning needs to create such a wonderful climax, and this climax link should be designed to be more distinctive, more targeted and easier to spread. Of course, the centralized communication of a selling point is not just a message, but a combination of two factors, namely, the goal of the activity and the target customer, to highlight a point and improve the effect of the activity.
Third, the Internet cafe activity planning requirements
1. can bring benefits to Internet cafes. This benefit can be tangible or intangible. Tangible: directly manifested as income growth, customer growth, fixed customer growth and so on. ; Invisible: the publicity effect, the impression and position in the eyes of netizens, lays the foundation for the next development of Internet cafes as franchise chains and the formation of a brand for Internet cafes (this has nothing to do with whether it is an exclusive theme or not).
2. Promote communication between customers and Internet cafes. Through the feedback from customers after various activities, we can guide the planning and positioning of the next activities. Without extensive activities, most of the previous activities were not very rigorous and could not be satisfied. Extensive activities cause fatigue, excessive capital injection and activities, which will also make guests indifferent to these activities to a certain extent, which is quite unfavorable. Every activity should try our best to make netizens excited, so that netizens have the idea of trying and must try in parallel. Pre-activities can be extensive. In the establishment and improvement of random brands, activities must focus on refinement, not too framed or ineffective.
When planning, we should consider the people we are facing. Most of the activities are aimed at gamers. Therefore, it is necessary to investigate the game hobbies of local "active people", and the game activities held can be roughly divided into. Real-time strategy, role-playing and so on can also be divided into nostalgia or fire promotion. The commemorative activities are aimed at a wide range of people, all netizens. Therefore, it can be manifested as preferential internet access fees, small gifts, star promotion of Internet cafes, expert recommendation and so on. Instead of computer operations like game activities.
4. The planning of various activities must be predictable. Consider whether there are enough people to play this activity. This is a direct manifestation of whether the activity is efficient or not. What's the point of not wanting to come to such an activity? It's a complete waste of manpower and material resources. At the same time, we should also foresee several possible results, that is, make a budget for the income generated by the activity. This is a rather difficult problem. But this has to be considered. I will explain this in detail with a detailed case next time.
6. Selection of event registration method. Do you want to promote the activity through fee registration or non-physical registration? This depends on the actual situation. The activities of physical registration should reach the following points or parts:
A can promote internet cafes.
B is of practical value to the establishment of brand of Internet cafes.
C increased the income of Internet cafes.
D contributes to the popularization of internet cafes.
E can promote the joining and chain of Internet cafes.
F is of practical value to the establishment of the theme of internet cafes (this is only partial and not comprehensive, and can be discussed below)
For fee-based registration activities, you also need:
The growth in the popularity of players in such games or industries.
B is conducive to the professional development of players (for example, competitive games can make players enter the profession from amateurs, such as CS, Warcraft, StarCraft, CF in WCG Cup, etc.)
C increases the economic income of players (in online games, it can improve the popularity of players and help them to buy and sell equipment or practice on their behalf). Reputation and honesty are very important for online game players, and most ordinary players are willing to buy and sell online game equipment in exchange for RMB income)
7. Actively cooperate with game companies or online game promotion companies to plan and implement activities. Why? Face to face communication between players and game operators is more authoritative and direct. This is quite meaningful. For the promotion of games, it is very practical to keep these gamers in this Internet cafe for game entertainment.
Fourth, the standard of the planning book (of course, everyone can have their own specific personality. But it must be simple.
1. the purpose and significance of the activity: that is, the budget (how much income will be brought to the internet cafe, tangible or intangible).
2. Activity demand: positioning and requirements for the activity crowd; Investment requirements for funds, facilities, equipment, human resources and technology of Internet cafes.
3. Specific implementation plan of the activity: activity time; Activity content; The operation process of the competition (including the speeches of the organizers and the representatives of the players, etc.). )
4. Partners
5. Planner (can be an individual or a group)
The relationship between verb (abbreviation of verb) and online game company or online game promotion company
In the process of online game promotion, Internet cafes are the direct places to promote games, and online game companies are a signboard of Internet cafe activities. In the promotion of activities, it is generally profitable for both parties. If it's unprofitable, it's just an internet cafe. Therefore, in the case of cooperation with them, Internet cafes try to ask online game companies or promotion companies for prizes and planning schemes. Internet cafes provide human resources, technical support, hardware facilities and equipment support, publicity and a small amount of capital investment. This is much less than the direct funds that Internet cafes need to invest in holding activities alone. Therefore, it is suggested to cooperate with online game companies to hold activities, which will reduce costs and improve efficiency. Why not do it? In the implementation process, we should pay attention to the following points:
1. Does the capital investment meet the wishes of Internet cafes and partners?
2. The number of participants must be clearly predictable (of course, this does not mean commemorative activities).
3. Can technical support and hardware support meet the requirements?
4. Does the activity violate relevant laws and regulations (such as CF, which cannot cause civil disputes)?
5. The activity environment must be good, pay attention to cleanliness and hygiene, and the service should be in place.
6. Make publicity in the activity, promote Internet cafes, and show the characteristics of Internet cafes. For example, superior environment, high-grade machine configuration, strong technical strength, as far as possible to highlight the advantages of Internet cafes. Remember not to denigrate other colleagues. Legal competition is the most important thing. )
Time limit for activities; It is a popular practice to limit the time of activities, such as the first day of activities, the time of activities, to limit customers' time to encourage them to participate in activities, and to meet the needs of activities within a fixed time.
Activity quantification; It is also normal to quantify the number of people who want to participate in activities, but it is not very good in activities, so it is not good to use such rules in activities.
Activity characteristics; If you have your own activity characteristics, such as national characteristics, you should clearly set up a clear banner in terms of gifts, packaging, discounts, gifts, preferential treatment, etc., and carry out the characteristic activities to the end to distinguish the unified "red" pattern of festivals.
Activity objectives; The goal of the activity is to set the activity within a certain range, which is convenient for customers to choose. It is also a process of combing activities. Finding your own and choosing your own is the best effect of the activity.
Activity atmosphere; It is important to control the atmosphere of the activity. Generally, in the middle of festivals, the atmosphere is relatively unified, represented by celebrations, but it can be different on different occasions. To show the active atmosphere of the activity, we mainly show the personality in the activity atmosphere, such as attaching importance to the activity gift and ignoring the activity commitment.
Holiday activity planning should reflect stability, characteristics and uniqueness. In the rational distribution of skills, it is much more important to consider the preservation, difficulties and problems of skills than the display of skills. No matter the change of environment, the increase of activity difficulty, the increase of cost and the difficulty of management, it is necessary to allocate activity skills reasonably. Sometimes skills are not the most important, but skills scheduling, field control and difficulty analysis are more prominent.
If you need a detailed activity planning scheme, contact Yiyang Zhongtian Culture Media.