When planning an event, besides analyzing target users and tracking event results, the preliminary considerations of the plan are of utmost importance. A creative and highly executable event plan can help operators better achieve their KPI goals.
So, what points in a plan deserve our special attention in the early stages? Today, using the development of an event plan as an example, I'll share with you the key preparations to make before planning an event.
- Event Objectives
Every event is created with a certain purpose. This reminds event planners that before doing an event, you must first ask yourself: why is this event necessary, and what do you aim to achieve? Typically, event goals are divided into two types: long-term and short-term.
a. Long-term Event Goals
Enhancing brand awareness and recognition involves brand and product strategy, which we won't delve into here.
b. Event Goals
- Event Theme -
The event theme is the core content of your event. Every event should have a theme that aligns with the event's purpose, is obvious, concise, and easy to remember. The theme is usually conveyed to users through the event copy. For example, in a lecture-type event by NetEase Cloud Classroom, the information on the image tells everyone: the theme of this event is "Learning Python Web Scraping Techniques," not learning other computer technologies.
- Event Creativity -
Some say creativity is the soul of an event. A good creative idea not only increases participant interest but also helps achieve event goals and brand dissemination. Good creativity lies in unique and novel ways of thinking, and creative events often carry the spirit of the times.
- Event Type Selection -
There are various types of events in the market. It's not about having many styles but about choosing the right one. Tuoyuan editors suggest selecting the event type based on specific needs and scenarios:
a. Choose event type based on event objectives
b. Choose event type based on audience needs
For example, the Overwatch game launched a Halloween repost and lottery event in 2017, using the holiday to boost activity.
A truly executable plan should be comprehensively implemented throughout the entire event process.