Editor's lead: Affected by the epidemic, many brands have transformed from offline to online, including marketing methods. So many brands will give priority to online when doing marketing activities, so how to plan an online activity? Let's take a look together. In 2022, the epidemic that had been silent for a long time came back again, and many parts of the country faced a severe anti-epidemic situation. Brands have begun to transform from offline to online, including marketing methods. Many brands will give priority to online for the sake of cost, safety, controllability and effect when doing marketing activities. Of course, it is not easy to plan an activity well. So what should a brand do if it wants to plan an online activity? Based on the experience of our Sanshou marketing team for many years, we share a set of templates for online activity planning, with 8 elements in total. Of course, reference template is not an end, but it is the key to help you clear your mind. Next, enjoy. 0 1 activity goal for an activity planning, the first question to consider is: what is the goal? There is a misunderstanding here. Many enterprises will do activities for the sake of doing activities. For example, the Dragon Boat Festival is coming, and the boss said to do a Dragon Boat Festival activity, and the servants started to do it with one pair of pants, regardless of the benefits of the activity. Will users be satisfied? Therefore, to do an activity, the most important thing is to make a clear goal first. There are usually four types of goals: innovation, promotion, brand communication and transformation. Different goals, the corresponding population and the result data are also different, as shown in the following figure: It should be noted that people who set goals should fully consider the actual situation, and do not blindly set a goal that cannot be achieved at all, which will not only fail to achieve, but also cause dissatisfaction among employees. 02 activity budget online activity budget is easier to calculate than offline, and usually includes advertising fee, prize fee, mailing fee, software fee, etc. , relatively easy to record and estimate. It is best to record all the required resources in a table, such as the following figure: There are three common precautions to pay attention to: spend money on the cutting edge: according to the goal of the activity, choose the key places to spend money, for example, if the main purpose of the activity is to promote activities and innovation, you need to spend more money on the prize setting of the activity; The main purpose of the activity is exposure, so spend more money on the distribution channels. Pay attention to the calculation of tax points: especially when newcomers in the workplace face some quotations, they often ignore tax points. If the amount involved is large, the tax point is not small. Pay attention to the approval and use of expenses: if it is a small activity, the person in charge of the activity or the operator can pay in advance before reimbursement; If it is a big event, it is necessary to go through the examination and approval procedures in time so as not to affect the normal progress of the event. 03 Activity Time Activity time, as its name implies, is mainly reflected in the whole sop process, and each time node needs the operator to remember clearly, which will be introduced in detail later. When we plan in advance, we can simply plan the date. For example, the activity preparation period: x month x day x month x day, the activity warm-up period: x month x day x month x day, and the activity ending period (finishing work): x month x day x month x day. It should be noted that when making promotional posters, we should strictly check the time information. If it is 60 days, 04 activity theme Choosing an activity theme needs to determine the general direction first, and it can also be understood as the reason for launching an activity, which is easy for users to accept through a certain point. Then determine the form of activities, and finally add details. Regarding the direction of activities, the following methods are provided: 1) According to the fact that special festivals are the most common reasons for doing activities, users have formed common sense and do not need to educate them. For example, 6 18 e-commerce festival promotion, users will naturally accept to participate in your activities. Of course, there is also great competition for activities during festivals. If you can't be original, you will inevitably fall into a stereotype. 2) According to the dynamics of the enterprise or product, this is also a common reason for doing activities, such as the anniversary of the enterprise and the release of new products, which are all good reasons, regardless of time or season. Doing this kind of activity can also strengthen users' minds and impress them with your brand. 3) Through joint activities, both new consumer brands and traditional brands are very keen on such activities. Through strong alliance, both users can be aggregated, and even1+1> can be achieved through marketing means; The effect of 2. It is difficult for brands to have a certain influence and to find brands willing to cooperate. 4) Using hot events is also a very effective way to do activities. For example, in the Winter Olympics at the beginning of the year, many brands that signed Olympic champions actively launched marketing, and their brand awareness also surged. But we should pay attention to hot spots and grasp the scale. If you accidentally step on the thunder, the brand is likely to "crash", which is not worth the loss. As for the form of activities, the following are some references (mainly for online activities): live broadcast type: online lecture, live broadcast selling goods, online forum game type: H5 game, community game, lottery game fission type: bargaining activity, team fighting activity, helping users to create activities together: questionnaire survey, brand activity user collection: studio live broadcast, press conference, etc. After Metauniverse establishes the theme direction and form, the event planner can begin to design the copy. You can also refer to other people's excellent activity cases and take the essence, but don't copy them. Like the recent Audi plagiarism incident, it is a living negative case. 05 Activity Process Activity process includes two aspects: the first is the user's participation process, and the second is the activity execution process. The process of user participation is very simple, especially when the activity involves user sharing and fission. We need to draw the participation links and steps of each user, and find out the unreasonable places and the places that can be optimized. The execution process of the activity is mainly for the convenience of the operator and can run the whole activity in an orderly way. It needs to make clear the time node, progress and person in charge of each step, so that all participants have a clear implementation direction. Under normal circumstances, according to the time axis and activity time nodes, the work, process, standards and person in charge of each link should be clearly stated. For example, it is suggested that the person in charge of the activity hold a process meeting before the official start of the activity, and all participants in the activity need to attend. The meeting includes three aspects: the beginning of the meeting: the person in charge introduces the background, reasons, objectives and forms of the activity; Decompose key time nodes; According to each key time point, determine the work and deadline that everyone is responsible for; It is also an extremely important part to make clear everyone's work situation, whether there are suggestions or opinions. The success of an online activity depends largely on the exposure of the activity. Because it is mainly aimed at online activities, the promotion means is mainly the delivery of online channels. We need to design the promotion path and budget of each channel in the early stage. Not to mention mainstream self-media platforms such as Tik Tok, Little Red Book and WeChat official account, prices can be found online, and bidding advertisements such as Tencent and Baidu can also know the prices. It is best to make a list, compare the delivery of various channels, and of course calculate the input-output ratio to ensure that the delivery is effective. In addition, it should be noted that whether the channels, promotion labels, promotion areas and promotion people are close to their own brands can maximize the conversion rate. When selecting launch: 07 data, we mainly refer to several labels. The importance of feedback data is self-evident, which can objectively reflect whether the activity is successful or not and whether it meets the expectations of each stage. For example, a fission activity, the user's scanning rate did not meet expectations, or even very low. The reasons may be as follows: then improve the test one by one according to the reasons, and then solve the problem. Therefore, there should be a special person responsible for the statistics of key data indicators, report every morning, find that the data indicators do not meet expectations, and adjust the strategy in time. To sum up a complete activity plan, it is necessary to do it from beginning to end, and there is no need to be anticlimactic. At the end of the activity, it is necessary to explain the rules for stopping the activity and provide a channel for users to solicit feedback. After the activity, the person in charge of the activity will analyze and summarize the experience and make a comprehensive review, which can play a great reference role for the follow-up activities. Mainly concentrated in three aspects: 1) the overall situation of the incident; 2) Detailed data analysis of the overall transaction, user participation, effect comparison of various channels, and investment comparison of commodity sales; 3) The event summary is written at the end, the epidemic situation is gradually normalized, and online marketing will become a trend. Whether for enterprises or individuals, improving the ability of online planning as soon as possible, quickly absorbing the successful experience of others and applying what they have learned will certainly benefit a lot in the future. # Columnist #