What Does a Professional Event Planner Do?

Event planning is an effective act to increase market share. An executable, actionable, and creative event planning plan can effectively increase the company's visibility and brand reputation. Compared with the market planning case, the event planning case is strictly speaking that they belong to the sibling branch of the market planning case. The event planning and the market planning are mutually reinforcing and related. Both market planning and event planning belong to the company's overall marketing thinking. Only market planning cases and event planning cases that are made under the premise of perfect brand planning can have both integrity and continuity. Only in this way can the audience be effectively Understand the cultural connotation of a brand.

Event planning

Event planning is an effective act to increase market share.

Marketing-led event planning

Marketing-led event planning refers to the theme whose activities are based on profitable sales and supplemented by brand promotion

Every event has a clear goal. It's like a ship traveling on a vast sea, and if you can't find a certain direction, you will get lost. Event planning: Therefore, it is necessary to formulate various expectations for the event, attract the guests to the maximum extent, and do everything possible to complete the event, and convey the profound meaning behind the event.

Credibility

Good or bad event planning also requires a certain degree of credibility, which in most cases comes from the execution of the plan. Especially for companies specializing in event planning, no matter how good the event planning is, it is not enough to implement it without sufficient resources. Years of experience in event hosting can not only provide rich experience for event planners, but more importantly, accumulate enough Execution resources.

Attractive

The degree of attraction to the target audience is fundamental to the success of the event promotion plan. In an event promotion plan, to fully attract the user s attention, we must catch the hot spots that the users of the place attach great importance to, and show affection to the users, benefit from them, arouse the enthusiasm of the users, and promote users to participate actively . To increase the attractiveness of the event, you need to have a concept. The theme of the plan must meet the user's curiosity, value performance, honor, responsibility, and interests, and give appropriate material encouragement. This will greatly improve The importance of the target audience and awareness of participation.

Correlation

The content of the event planning should be closely linked to the purpose of the event itself, and it should be good at integrating highly relevant things and related resources. The unrelated promotion of the event is very naive and crappy.

Taking real estate as an example, a high-end real estate real estate speculation activity is very bad. Real estate real estate needs to adopt promotional activities based on the positioning of the intended customer, and can take activities that show high-end real estate real estate. For example, invite golf tournament champions to participate in real estate promotion.

Executive power

The promotion of an event not only requires careful planning in the early stage, it is very important that the plan of the promotion plan can be executed to the maximum extent. Execution is mainly manifested in specific task descriptions, task process pace, execution personnel, execution time, and emergency plan. in

Plan book name

Write the name of the plan as specifically as possible, such as "× × × Event planning book", placed in the center of the page, of course, you can write the positive title and write this as a subtitle below.

Activity background

This part of the content should be selected from the following items according to the characteristics of the plan. The specific items are: a brief introduction to the basic situation, the main implementation object, the status, the organization department, the cause of the activity, the social impact, and the relevant purpose motivation. Secondly, the environmental characteristics of the problem should be explained, mainly considering the inherent strengths, weaknesses, opportunities and threats of the environment, and a comprehensive analysis of it (

Overview

The event planning plan is an effective act for a company or enterprise to increase sales and increase market share in the short term. If it is an outstanding event plan with good enforceability and operability, regardless of the company's popularity , Or for the brand's reputation, will play a positive role in improving.

The event planning case is relative to the market planning case, strictly speaking it belongs to

How to make an event plan and how to implement an event

First of all, you need to make a clear explanation of the ins and outs of the event project, and at the same time fully state the meaning, role and effect of the project, and it can only be implemented after it is approved.

Specify the specific theme of the event, preferably in detail

The overall person in charge of event planning, which members are needed, and the specific division of labor. Organizational configuration of personnel, object of activities, corresponding responsibilities, time and place should also be explained in this section, and contingency procedures implemented should also be considered in this section.

Grasp the start and end time of the event

Event planning purpose and planning content: Try to be as technical as possible to explain the topic content is short and concise, the expression is simple and clear, and it is easy for people to understand at a glance. Also add some as appropriate

as a

As the name suggests, festival marketing refers to the use of consumers' holiday consumption psychology during the festival to comprehensively use advertising, performances, on-site sales and other marketing methods to carry out product and brand promotion activities, with the aim of increasing product sales and brand image. . In terms of ownership, it is part of the overall marketing plan, not a short-term sales activity. For some holiday consumer products, the significance of holiday marketing is even more important.

The seasons of a year can be divided into four categories. The first is statutory holidays: New Year's Day, Spring Festival, Qingming Festival, March Eighth Festival, May Day, Children's Day, Dragon Boat Festival, Teacher's Day, August Day, Mid-Autumn Festival, National Day, Lantern Festival, etc. The second is illegal holidays: Valentine's Day, Mother's Day, Father's Day, Easter, Christmas, etc. The third is the seasonal folk customs: summer solstice, winter solstice, Lidong, Laba and so on. Fourth, the merchants define their own holiday categories: store celebrations, clothing festivals, kite festivals, food festivals, and so on. Of course, the importance of the festival is different for different products. For example, the Lantern Festival is definitely a patent for dumplings.

Why holiday marketing

The characteristics of holiday consumer psychology determine different ordinary holiday sales forms. For the promotion of new brands, it is an excellent opportunity for close contact with consumers. For hypermarkets, the terminal for customers to directly purchase products is even more worth looking forward to during the holiday season. It feels that the coming of the consumer era has greatly changed the purchasing habits of consumers. From the 1990s, the emphasis on goods Cost-effectiveness In today's homogeneous era, consumers feel more and more willing to "heart", and the carefully created atmosphere of selling as "heart" will make consumers "consciously follow" To achieve target sales.

For fast-moving consumer goods, the sales of holidays are also of great significance. China's holidays are 114 days, accounting for almost 1/3 of the year, and the market value reflected in the "May 1st" and "11th" Golden Week is more than enough. According to statistics from a hypermarket in Shanghai, sales during the "Golden Biweekly" period accounted for almost 40% of annual sales.

So how to attract consumers' limited attention during the holiday period, grasp the hot spots of the holiday consumer market and the changing trend of demand, and make the holiday market bigger and bigger? My company is mainly engaged in the production of traditional Chinese food such as dumplings, dumplings, dumplings, etc., and more than half of its sales are sold before and after the festival. Therefore, we have accumulated deep holiday marketing experience in practice. The following rules are shared with you.

Strategy 1: Create a creative atmosphere

Festivals are dynamic days and joyful days. They capture people s holiday consumption psychology, entertain and sell, create hot spots, and finally achieve festival marketing. For different festivals, create different distinctive event themes, attract the most customers to their counters, create a live atmosphere, and achieve the purpose of festival sales.

Such as the Dragon Boat Festival, the supermarket's end is designed into the shape of a dragon boat in the store. The dragon boat can not only place XX vacuum dumplings, but also materials for promoting the Dragon Boat Festival, creating a strong atmosphere of the Dragon Boat Festival on the site, and giving away The folk performances of the Dragon Boat Festival Cultural Competition enhanced the lively atmosphere of the festival and inspired the consciousness of many consumers to actively participate in the activities.

Strategy 2: Cultural marketing conveys brand connotation

Cultural marketing, grafting the cultural atmosphere of the festival, and carrying out targeted cultural marketing. Fully digging and utilizing the cultural connotation of the festival, and combining it with its own business philosophy and corporate culture, not only can attract many consumers, while giving consumers artistic enjoyment, it can also bring good market benefits and establish a good enterprise Image.

For example, on Valentine s Day, the intellectual breakthrough activities of Couple Passing Three Passes and Tangyuan Represents My Heart at the store are very good for China, not only increasing the cultural extension of our XX Tangyuan, but also conveying through the activities. The romance and warmth of Valentine's Day, and the expressions of shame between the two can also be expressed, which also enriches the holiday connotation.

In the Mid-Autumn Festival, we successfully performed a strong and honest traditional family culture by holding the "Happy Family Family Cooking Contest", creating a good shopping environment in the family reunion and reunion, without losing our opportunity to use our XX brand. The subtlety of the connotation. Others such as lantern riddles, local folk culture exhibitions, etc. have become tried-and-true tricks for businesses to attract consumers' "eyeballs".

Strategy 3: Interactive marketing enhances brand affinity

The improvement of living standards has gradually transformed consumer demand from mass consumption to personalized consumption. Customized marketing and personalized services have become new demand hotspots. If merchants can grasp this trend, it will not be difficult to live the festival market. During the Dragon Boat Festival, our Processing of incoming materials to teach you how to make XX dumplings in Changsha is very popular with consumers. The bag dumplings displayed by our female workers make the housewives praised in the cities. Hot.

The store is the protagonist of festival marketing. Shenzhen Wal-Mart has set a precedent for customers to design gift baskets or provide different types of gift baskets. Customers can choose gifts, regardless of the number, variety and amount, which can meet different consumer needs , And can fully grasp the price scale. Once this law was introduced, it was welcomed by consumers, which not only greatly increased the profit of the fresh department, but also promoted sales in other departments.

Strategy 4: Art promotion stimulates sales potential

The protagonist of the holiday marketing is the "price war", and the advertising war and promotion war are all around the price war. Whether or not the price war can be done is a deep learning. Many businesses rigidly believe that the festival is to cut prices and sell more. In fact, this approach falls into the misunderstanding of promotion. The result is often to lose money and sip. Of course, as a common method of festival marketing, sensational advertisements such as "full-time specials" and "buy a few and get a few" are commonplace and the same, they have little effect on consumers. Therefore, if you really want to deal with special prices and pay attention to creativity and art, the "ladder price" is enough.

In the winter solstice of the lunar calendar, planned ladder price sales have achieved good results. We took out 450 grams of XX shiitake fresh meat dumplings and noodles for sales promotion. Only the price, selling time and "limited quantity, sold out" words on the promotion stand attract consumers.

The specific method is to sell at full price 18 days from the winter solstice, and reduce the price by 25% from the 15th to the 10th day, and reduce the price by 35% from the 10th to the 7th day. The price will be reduced by 50% from the last 7 days to the 3rd day and until the winter solstice on the last 3 days. If it is not sold out, it will be given to the elderly and child welfare homes. The reason why I dare to adopt this method is because consumers have such a mentality: "I do nt buy today, I will be bought by others tomorrow, or I will start first." In fact, many products are often in the second period or the end It was bought by customers after the price was reduced. Therefore, the price of the ladder not only activates the popularity of the supermarket, but also prolongs the holiday effect, driving the golden period of product sales before and after.