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 brands.
Event planning case is relative to market planning case. Strictly speaking, it belongs to the market planning case. They are interrelated and complement each other. They are all marketing ideas and models subordinate to the whole enterprise. 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:
1. 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 is extracted, which is also the most worth popularizing at present. 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.
2. Explain the points of interest directly
After determining the only theme, the audience can also accept the information we want to convey, but many people still remember the advertisement, but they just don't have the 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.
3. 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? At present, a problem that some planners often complain about is the participation ethics of onlookers. Many people often leave after watching the excitement, or take gifts from the company. 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 current 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, increase the cost of activities, poor implementation. 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.
4. Good enforceability.
A suitable product, a good creative plan and a good executive team are the successful marketing activities. Whether it can be successfully implemented is the most direct and fundamental manifestation of the operability of the planning case. 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, the influence of external environment (such as weather and folk customs) should also be considered.
Step 5 change your 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.
Step 6 avoid subjective comments
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 cooperation process of planning books, we should also avoid subjective thoughts and words, because if the planning case is not put into practice, any result may appear, and the planner's subjective assumptions will directly lead to the executor's fuzzy analysis of events and forms. Moreover, if customers see the subjective words in the planning book, they will feel that the whole planning case has not undergone real market analysis, but is the result of subjective speculation.
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.