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rodela358868
Apr 09, 2022
In Welcome to the Food Forum
This article is a homework problem, planning an online business activity for the company's anniversary; the author of this article disassembles this topic, starting from four questions, and analyzes in detail how to plan the process and the problems encountered. Let's take a look together. A friend recently went for an interview, and the interviewer left a homework question to plan an online business event for the company's anniversary. Promotional plans, event schedules, etc. A friend asked me how I would plan to get this topic. Question content: This year is the Nth anniversary of the company, and you need to plan a member anniversary event. The activity plan should include the following: Strategic thinking path, which can include market analysis, competitive product research, product function in-depth exploration, etc.;The landing plan includes complete revenue ideas, promotion job title email list slogans, etc., and can be coordinated with the event page, that is, including schematic diagrams, flowcharts, and interaction details;The promotion plan includes Xunlei's internal promotion resources, which positions should be used; internal and external promotion resources;Schedule planning and promotion plan time progress and schedule planning; My suggestion is, don't stick to whether the question the interviewer gives you has logic or process problems, and don't worry about whether the content of the question is missing. The interviewer gives you such a test question, and may want to test your ability in the following points:examination ability; information retrieval ability; logical ability; Event planning ability. Boldly write the answer you think is correct, explain it clearly, check for omissions and fill in the gaps, and make the answer sheet look logical and full. In order to better illustrate my dismantling ideas, this article selects the product of Xunlei Member as an example, and teaches you how to complete a high-conversion business activity. 1. Strategic thinking path Let’s first analyze the first question. The keywords of the topic are “thinking path”, “market analysis”, “competitive product research”, and “product function”. At first glance, the word "thinking path" is thought to be an analysis of the active user path, but after a closer look, it is found that it is a thinking path. In the human subconscious, the premise of analyzing the market situation of a product or the research of competing products needs to have a definite theme and direction; if there is no definite theme, then doing more research will be in vain. So, the first step is to determine the theme of the event, the method and the strategy you want to take. The background given in the test question is "anniversary activities", which is the key point. What is the difference between anniversary business activities and daily business activities? What should be paid attention to in event planning? The anniversary event is explained on the encyclopedia as "the anniversary is the celebration of the first year of the establishment of the enterprise/product; the anniversary celebration is not just a simple programmatic celebration, but a performance that an enterprise, group, and product have been on the right track and thrived. ." - Therefore, the anniversary event can be described as a relatively important event every year, and it is best to be linked with the brand/product to strengthen the brand reputation. How do I plan the anniversary activities of Xunlei members? Since the product of Xunlei Member is special, it connects users on both sides; so before determining the theme/method of the event, I first need to determine whether this event is for C-end users or B-end users, or to connect B-end and C-end users. Activity. 1. The theme of the event Theme of the event: For example, the theme can be set as "Members' Anniversary Party, Get XXXX for Membership". It is recommended not to be too copywriting on the theme of the event, such as palpitating, spring, hello in April, this kind of copy seems beautiful, but after reading it, the user does not know what the event wants to do, which is equivalent to an invalid copy ; It is better to directly use the copywriting of "charge member to send XXX" to speak people's words in a simple and clear way; and according to the author's previous experience of doing activities, directly tell users what the activity is for, and the conversion rate of the activity is higher. Activity method: It is recommended to combine business + brand marketing activities, invite B-end merchants and C-end users to participate in the event party to play together, and attract users' attention to the event in a way of emotional resonance; Expand the brand exposure of the event; at the same time reduce the input cost of the event, and ultimately achieve a win-win situation for both parties. User strategy: Activities can be planned in a relaxed and simple atmosphere. For example, the anniversary event can be imagined as a simple "My birthday is coming, I want to invite the gold master's father (B-end merchant) and good friends (C-end users) to celebrate his birthday. ”; As for how to plan the event, so that everyone can be satisfied and receive benefits, this is the time to test the true strength of the event operation. Event planning should be interesting, and user strategy should also allow users to admire and play with you. This is not an easy thing.
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