The most comprehensive event operation trading guide!

Activity operation is an annoying thing, so what kind of activity operation is perfect? Through the introduction of the necessary trading guide for the event operator (from entry to mastery), you can understand the whole process of the event. As a long-term activist, every activity tries to maximize the experience of the audience, guests and partners. In the process of continuous doing, we will accumulate word of mouth, and then the whole industry will form a certain cognition, and then through continuous output activities, we will continue to link with this group of people through activities and gradually accumulate potential energy. After the accumulation of potential energy, word of mouth and brand will gradually rise. Longevity+value output+time compound interest, you will unlock a thrill and joy. The activity flow is mainly divided into six steps! Market research-activity formulation-activity preparation-promotion &; Recruitment-activity execution-activity recovery. I. Activity framework 1. Purpose of the activity This is the most important question before doing the activity. Why should I do this activity? 1) Enhance the influence and strengthen the brand. 2) Policy release, such as the vitality meeting of today's headlines and the faster photosynthesis meeting of Aauto. 3) The sales company has a standardized meeting process, and there is no strict requirement on the information density of the meeting, but it emphasizes the mobilization of the atmosphere and has KPI indicators. 2. Market research is relatively simple. Since I am doing activities in this industry, I am sure I can get in touch with some people in this industry. Then through face-to-face, online chat, questionnaire survey, consulting some old employees of the company, or watching the competition and competition activities in the same industry, we can basically draw a conclusion. We can verify this conclusion, we will understand the needs of users and know the trend of activities. 3. Determine the boundary. If you want to understand why you want to do this activity, you will basically have a general layout in your heart. From now on, go back and estimate how long it will take to prepare for this activity. For example, it takes 30 days. Let's push it back for 30 days from the present situation, depending on whether it is mid-week or weekend, half-day or all-day, and the type of activity. Who can say? Who will listen? What is the purpose of this activity? There is basically a vague portrait. At this time, I haven't reached the individual accurately, but I know what kind of label it has and what channels it can reach. At the same time, the border is very important! It draws some directions and knows what can and cannot be used. 1) The budget is different, and the whole border is completely different. Perhaps because of the limited budget, some venues will not be considered, and some teachers will not consider it. 2) The number of people and the budget are also closely related. The activities of 500 people, 1000 people and1000 people are completely different concepts. 3) The duration basically determines the number of guests. Everyone is keen on performing in the afternoon, which is relatively simple. It takes about 3 hours from 2 pm to 5 pm. 180 minutes. Basically, there are 6 guests and one guest for 25 minutes, totaling *** 150 minutes, with 30 minutes left, and some round-table forums can be added in the middle. The middle control field is not so strict, but the overall number of guests is inversely proportional to the sharing time. In addition, we should also consider whether the venue, meals and transportation are convenient. 4) Venue: 20 19 is special, so many large-scale activities cannot be held at 5438+00 from July to June. In addition, the Spring Festival is early this year, and many large-scale activities will not be held until the end of the year. In addition, many annual meetings will be held at this time, which will push up the cost of the whole hotel. You may go to the hotel two months in advance in previous years, but you must go to the hotel two months in advance this year. In fact, Beijing can accommodate thousands of people, and there are not many convenient places. Maybe it's cheaper in the west, cheaper in the south and more expensive in the north and east. Through the above analysis, what kind of activities to do, then the general framework will come out, first define the whole side, and then refine it, there is also a process of communication and integration, so it is impossible to do these accurately at first. Second, activity ing 1, first confirm the theme, do not cause ambiguity. Second, let everyone understand the value of the activity, so that users can know what you want to pass on to him. For the activities in the industry, generally only the title of the guest is written, because everyone in this industry knows who he is, so it is needless to say what the guest is like and what he has done in the activity section. However, it should be noted that cross-industry activities need to be introduced by guests, because the audience comes from different industries and may also come from all directions. Through the introduction of guests, you can judge whether the activities are suitable for you. 2. Time and venue Generally speaking, venues are large venues and small venues. Which city does the big venue refer to here, and the small venue is the specific location. For example, it is determined that an event will be held in Beijing in May 438+February at the end of June, and Beijing is a big venue. How long can the big venues fall behind? If many foreign guests attend, they will book air tickets in advance and determine the venue half a month or 20 days in advance; If the event itself is attended by people from Beijing, it is OK to send a mass message to everyone one week before the event begins. Generally speaking, weekends are better than working days, and Saturday is better than Sunday. But we should also consider the scale and impact of the event, not on Monday. There are often many meetings on Monday, so it is difficult to leave. Afternoon is better than morning: try not to hold activities in the morning. Afternoon activities will be slightly delayed due to the opening time and ending time, such as 1: 30 to 6 pm, which can accommodate more guests and information, which is more efficient and saves money. In addition, the movement of venues in large-scale activities is also very important. Starting from the user's vision of "Xiaobai", we should not take it for granted. We should consider the direction, route, congested nodes and the distance and direction of people's booths, and avoid "cold booths" (booths where people can't flow past). The venue had better be "backward". The screen and the entrance are not on the same side. Don't enter from the front door to prevent the audience from crossing and blocking the line of sight. Set up fences in advance to avoid distractions. We have done a lot of activities, and basically have a look at this site, and the whole construction plan will be available. You will know where to put the sign-in desk, where to put the entrance, where to put the screen, where to put the stage and where to put the console, which is basically quite clear. 3. Determine the key communication nodes If an activity of 500 people is held in June+10/October, 5438, first of all, it is necessary to confirm whether the activity is free or charged, because the attendance rate of free and charged is different. According to the attendance rate, how many people need to register and how many people arrive at the scene. According to the resources at hand, push backwards. For example, an activity can be reported to 60 people once and needs to be pushed 5 times. Nodes that are pushed five times may be pushed twice a week or once a week. Push it twice a week, possibly through different channels, once with the official WeChat account and once with the poster, so that the nodes of communication basically come out. According to some big events in the whole industry, such as double 1 1 or others, some nodes can be predicted, which are staggered and do not grab traffic with them, according to some special habits of people in the industry. Let me give you an example here: for example, in the live broadcast industry, posters are distributed, which may be distributed at two or three in the middle of the night or four or five in the morning, and the effect is particularly good, because in the live broadcast industry, the live broadcast will last until one or two in the morning, and then the team will recover before going to bed. According to these, the specific communication time point will be fine-tuned. The material is the publicity materials of the activity, such as posters, main vision or the background of the guests, which is similar to some materials in communication. These materials are conducive to recruitment or publicity. 4. The problem of information portal As the person in charge of the activity, from the beginning, we should set the theme, framework, tone and boundary. When cooperating with foreign countries, I am most afraid of meeting one thing and several people at the same time. Generally speaking, when we do activities, we will first make a rule in the group: we will designate a general manager in the company, who is not only the node of internal information summary, but also the export of external information, so as to ensure that all information in and out of the company has one person, and at the same time synchronize to the group and collaborative tools to avoid information differences. An activity needs teamwork, and everyone is responsible for which piece. Generally, a text needs to be formed and synchronized to all partners. In short, the soldiers are divided into several ways, and each has its own duties. 5. The coordination and transmission of information is particularly important, especially cooperative activities, such as multi-sponsorship and government guidance. This kind of activity is very difficult. It is suggested that there should be no more than three co-sponsors of an activity. If there are more than three, it will be particularly troublesome, because everyone has different cognition and needs for activities. Cooperation activities should be as simple as possible. At the beginning of the activity, it is necessary to clarify the responsibilities of both parties. What you have the right to decide, I just inform you, and I will handle everything else. Otherwise, it will definitely be torn later, and it will take a lot of time and energy to deal with this matter. This is external. Internal words are the same logic. For example, there are more than 30 guests, especially the press conference. The number of guests may be five or six. Guests are divided according to the plate, and each person is docked with several guests. Some guests can't come to the docking in person, usually by the brand leader or assistant, which will involve the transmission and coordination of information. It is necessary to use some tools to prevent the attenuation of information in the process of transmission, such as graphite documents and Taoist notes. You can choose which one according to the internal situation of the company. 3. Guest-related 1, after the theme of the list activity is determined, everyone will have a brainstorming meeting together, and then say who do you think the guest is, and everyone will write it on the blackboard. After writing, use the elimination method, add first and then subtract. Then, eliminate all inappropriate guests. For example, I will recommend this guest. Why should I recommend this guest? Where is this guest? What have you done this year? Which one should be particularly good? There are two guest modes, one is to do well and the other is to speak well. If you do it well, you must have practical experience, because what you have done in the actual process is different from what you have not done. If you do, you can tell some important details, but it may be ignored by others, so it is rewarding for people in the industry. This is called dry goods. Although some guests have never done it, they have been observing deeply in the industry, and their expressive ability, aura and rhythm are particularly good, and they speak very well on the stage, but such people are rare. There are still some people who do well, but when they get on stage, they are very nervous, and they can't express themselves completely. I suggest that you don't want this kind of guest, because he may do better, but if he can't talk on stage, he actually gets nothing from the stage and will feel embarrassed on the spot. 2. The guest invitation should be clear about these things: where to do an activity of how many scales and how long will this activity last? Who is the guest? Who are the guests on the same stage? From the guest's point of view, what value does this activity have to him or his company? In this process, we must express these things clearly, make PPT or text, and pass them on to each other. Some activities in the early invitation will write that many guests have special big coffee seats, but in the end they can't come, which is particularly bad for the audience, especially the ticket sales activities. Maybe the audience will buy tickets, that is, the guest at 1 2 wants to listen to him. In the end, I will find that the two people I want to hear didn't come at all, and the scene was particularly embarrassing. In the future, there will be refunds or other unnecessary troubles because of these, so please be sure to indicate your proposed invitation in a prominent position. 3, guest information collection guests generally want guest profile, title, photos, success stories, Demo. A presentation about the guests. Many guests may not provide a demonstration, but if it is a dry goods charging activity, especially a guest from a different place, he will generally be asked to provide a demonstration, discuss a topic in advance, and record a video of 10 minutes. Through the video, you can see the image, gas field, expression habits, logical framework, language rhythm and so on of the guests. And have some overall understanding, which is helpful for later judgment. 4, guest PPT 1) Time guest PPT, the deadline must be knocked to death. We must speed up the deadline. According to industry experience, there are always 1-2 guests who are late for PPT, so there should be room for later adjustment. 2) Remember to number the version, form good habits and avoid mistakes. The transitional version must be deleted because some hosts will put the old version on it. Generally, at this time, guests don't change much, but some guests have poor psychological quality. Once the ppt is found to be wrong, they will directly confuse the audience on the stage or make the problem public. "PPT is misplaced, can the organizer change it for me?" At this time, it will be extremely embarrassing. PPT should be as small as possible to prevent crash. If there is a video in it, remember to pick it out and save another copy. During the activity, pay attention to the signal with the guests in advance. In case of an operational error, sending a signal directly on the stage "Please ask the staff to help me play the video" will not affect the whole meeting process at all, and the whole experience will be lossless for the audience. 4) The content must have dry goods and methodology, especially those that can be reused and migrated, such as some data, the analysis and prospect of the leading edge of the industry, the summary and sublimation of the individual's inherent successful experience, some detours and pits that have been passed in the past are very important, but some details that will be ignored by others. 5) Golden sentences are both called golden sentences and photo spots, which is why when some people talk about it to a certain extent, everyone can't help taking photos with their mobile phones, which may be emotional, informative and difficult to digest in a short time, or a philosophical life motto that is very suitable for making friends, or a mode of thinking, and many people will take photos and keep them, thus forming a second spread. 5. Speech duration Some guests have little experience in participating in the conference. Prior to this, they clearly agreed on a speech time of 20 minutes, and also finalized the theme and outline of the speech. However, he threw a 60-page PPT. At this time, he needs to communicate with each other. What's the problem? He sorted out the logical framework of PPT, greatly reduced it and controlled the duration of this step. In addition, during the on-site execution, there are countdown screens, countdown cards, background music and other signals to remind guests to pay attention to time and control the rhythm of activities. 6. Hotel tickets, transportation, accommodation, dining, SMS notification, participation notification, welcome delivery, and guests' gifts. In fact, these things are very detailed. Don't tell them one by one, learn to "round up" We usually give our guests two documents. The first document is mainly used in the early stage of docking, what information the guests need to submit and what the guests need to do. , determine the theme and outline of the speech, and submit PPT. The second document is mainly about the details of guests' machine wine, pick-up, hotel check-in, dining, rehearsal, sitting posture, playing order and whether PPT is open to the public. 7. The rehearsal of the guests is very important. Even if the guests don't have a particularly long time after they arrive, even if they have five minutes, it is very useful. 1) familiar with the site: where is the general location? Know where the entrance is, then where to stand, where to locate and take pictures. Are you holding Mike or wearing it? 2) The location and countdown of the reminder: tell the guest that there is a reminder, then prevent the guest from looking back at the screen, and tell the volunteer where to remind the countdown with a sign tomorrow, and pay attention to the signal prompt. 3) Attendance notification: Generally speaking, the principle is to wait for the last one and notify one. You can arrange a sofa in the nearest console, so that guests can wait for the venue in advance, configure the headgear in advance, inform some precautions and cheer up. Fourth, the venue construction 1, the builder's choice is professional and reliable. Working with professionals can save a lot of energy and energy, and professionalism is reliable. How to evaluate, first look at the case, and then look at the professionalism and attitude of the other party in the communication process. The two sides have a running-in process, and it is best to cooperate with a company for a long time to understand your demands and work style. 2. There are many factors involved in the construction plan, so I won't start here, mainly including big screen, stage, lighting, booth, on-site sign-in, interactive space, interview room and so on. V. Activity investment 1, investment principle, in a word, cast a wide net and focus on fishing. Generally promise 80%, surprise 30% later, and collect a little in the early stage. Don't make unrealistic promises to attract investment, otherwise disputes will easily arise afterwards. Be sure to find ways to meet the core demands of customers, and make it clear in advance if you can't meet them. If the customer can accept it, we can continue to talk. If the customer can't accept it, we can stop here, or balance the interests of all parties and take a step back. 2. Customer source 1) Grasp hot spots and new opportunities. For example, this year's short video live e-commerce is quite popular. If a short live video conference is held, these companies will definitely have demands and want to make a lot of exposure in the industry. In this case, the value provided by this activity and their needs are a point of convergence, forming a bond, then this may become your customer. 2) We will do some activities every year, so we will leave some customers. In fact, these customers may buy again. These customers should pay attention to maintenance. 3) Who is the sponsor of the competing companies in the industry? The other party may also have the same needs, because the whole user population is relatively consistent, indicating that the other party has pointed out a way for you. 3. Integrating resources, the event sponsorship is divided into two parts. One is their own activity resources, such as some offline booths, live video broadcasts, speeches on stage, participation in round tables, awards, hosting population broadcasts and so on. The other is company resources. Many companies sell advertising space promotion and information flow packages to customers. In short, tap customer needs and meet them within your own capabilities. 6. Active communication 1. User Portrait Who are the users you want to attract? Where is he? Through what channels to contact and how to attract him? 2. The media cooperation communication scheme should be documented. Package a, package b, package c, what can I offer? Then the other party will match according to your resources. Identify your own resources and resources that can be linked. Before looking for someone else, think about why others will help me and what rights I can provide to others. In the end, both sides must win, otherwise the occasional help is temporary and won't last long. 3, the stone of other mountains can attack the registered audience, and some tools can be used to generate personalized friends circle posters in batches, which is convenient for the other party to bask in friends circle, so that it can also gather scattered personal friends circle traffic, although the amount is not large, but the conversion rate is relatively high. 4, WeChat group: red envelope bombing group, group title, activating the group owner is relatively simple, I will not go into details, the key point is: attract attention, otherwise it is useless. 5, activity platform-activity line 7, tickets and sign-in 1, tickets are free or charged, which increases a sum of income and also raises the registration threshold. The quality of the audience is higher. However, considering the influence of the organizers, the guests' coffee places, local consumption power and hot topics, free activities are easy to recruit, but the attendance rate can't be controlled. In addition, free activities are easily influenced by the external environment, which is generally about 50-70%. If there are 500 people, all of them are free. If the attendance rate is 50%, then at least 1000 people are needed to ensure 500 people to participate in this activity. 2. Check-in time and check-in tools If the check-in time starts at 9: 00 in the morning, for example, few people sign in before 8: 30, and the peak time is 9: 00 to 9: 30. The time when the activity is near the opening is the peak of sign-in. The huge influx of people in a short period of time will cause many problems and need to be prevented in advance. We need to think about whether the check-in space is open, whether the check-in channel setting and check-in process are reasonable, how the check-in efficiency is, whether the check-in personnel are trained, whether the check-in tools are tested, and whether the check-in materials are ready. These factors will affect the check-in process, lead to complaints from people behind, and affect the opening of activities and user experience. Someone at the scene must dare to make a decision, dare to take responsibility, make a quick decision, don't be indecisive and deal with the problem quickly. Eight, the implementation of the key 1, grasp the big and put down the whole process rehearsal for more than three times, so that relevant responsible persons are very familiar with the process of this activity, such as the builder, host, Taiwan controller, part-time responsible person, etiquette responsible person and other participants. If it can't be realized, the other party should also know the approximate time node of the link he is responsible for and who to deal with if there is a problem. All the icing on the cake comes from the usual preparation, so don't improvise on the spot. As long as the prepared things can be made at the event site, there will be various emergencies at the scene. It is necessary to focus on the big and the small, and solve key problems. If you have the energy, you can deal with minor problems, otherwise you can shelve them. 2. Risk management From the initial registration to the venue, guests, audience and equipment, there are actually many accidents. As everyone said just now, there is a process of "releasing" and a process of "receiving". In the process of "releasing" and "receiving", many lines have various risks. For example, a guest agrees to come, but can't come temporarily. For example, what if 1000 people's venues are not registered enough? Then how to calculate? What should I do if there is a sudden problem with the field equipment? In order to cope with these potential risks, in the early stage of the activity, we must dismantle all links, analyze key elements, make preparation plans, keep practicing, reproduce problems, make scenarios, and then design solutions to minimize risks. The risk cannot be eliminated, but it can be reduced. Nine. Activity resumption All activities should be resumed every time, which is also a process of "choosing the good and following it, choosing the bad and changing it". From the perspective of reference, the good will continue to carry forward, and the bad will be abandoned. This is also a process of mutual encouragement, mutual learning and continuous improvement. There is a principle "PDCA", also called "pdsa", which is a quality control process, P is a plan, C is an inspection, D is an implementation, and A is a recovery. Think about the plan before doing it, constantly optimize the iteration during the process, and finally improve the reflection and continue the next cycle. Everything should be recorded by a special person at the meeting, written down in black and white, preserved and accumulated, and gradually formed into a SOP manual, which can also be used as internal training materials. This is probably the most comprehensive guide to large-scale activities ever. Behind every successful activity is every detail, but "on paper, I don't know what to say." These experiences still need to be applied in practice. I hope you can also have a successful big event! When you hear a story, you often can't judge it by age, but you can fight for it.