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As a marketing staff, you must be familiar with event planning. Usually, when you mention an activity, whether it is the current dry goods article on the market or the event plan we actually wrote, we will soon think of the following. content.

For an event planner, in fact, as long as you master a template like this, you can apply it to the wedding planner, or you can apply it to the press conference, concert, opening event, annual meeting, etc. In short, you have mature. Templates, no matter what kind of event planning, we can gradually become more and more handy.

For event planning companies, under such a template, if you add some more ideas, then an event will be considered more perfect.

In fact, the activities we are seeing now are visual, easy to understand, easy to operate, and easy to implement. Many activities are more creative or implementation than strategies.

However, the actual event planning is often invisible, difficult to understand, requires interlocking design, has a deep understanding of human nature, and can coordinate strategies. Usually such event planning often has its own underlying structure. Logic and strategy.

Today we don’t talk about how the design of the activity process is better, and we don’t talk about creativity. Let’s talk about the underlying logic that may exist in an activity.

1, strategic collaboration: activities must be coordinated with strategy, not just sales data

2. Use similar groups: find similarities with users or divide similar groups

3, changeable rewards: the individual’s social behavior is driven by his past reward and punishment learning experience

4. Establishing social relationships: The most basic motivation for human behavior is to establish contact with others

Strategic synergy

Either a military activity or a commercial activity, its purpose must be subject to the overall strategic planning, that is, the activity requires a synergistic strategy, so that the activity itself may become a lever to amplify its value, and These values ​​are simply not reflected by sales data.

The famous “Desert Storm” in the 1990s, the best airborne division in the United States, whose main significance is to coordinate with the ground forces to divert the attention of the Iraqi forces, rather than to attack the real, even though the Air Force commander wants to show The value of strategic bombing, but ultimately has to be subordinated to the overall strategy.

In Operation Desert Storm, the activities of the US Air Force are subject to the overall strategy, rather than being alone. If it is a commercial activity, then the US Air Force is equivalent to doing a beautiful sales data. The activities, but such activities through strategic synergy, and finally achieved a full victory.

As stated in the “Sun Tzu’s Art of War”, the true meaning of “knowing oneself and knowing one another, winning every battle” is not to tell us that we must fight 100 battles, every battle to win, many classic battles in history. It’s not that they won by playing hundreds of battles. If you really change the pattern or lay the victory, it’s often a battle.

The same is true for the wonderful business activities. For example, Qinghua Langji once held an event, invited users to the scene, blindfolded to taste Langjiu and Maotai through tasting, and everyone After tasting, I can’t say which wine in the cup is Langjiu or Maotai. Although this kind of activity can’t produce beautiful sales data, it is coordinated with the strategy.

The copy of Qinghua Langjiu said at the time:

So, when we do not think about an annual or quarterly event plan, or design a variety of warm-up events, conferences, concerts, we also need to constantly remind ourselves that we are going to do this. A series of activities, whether it has achieved strategic coordination, whether to enable usersPerceived value.

Using similar groups

A myriad of studies have shown that we like people who look, age, ideas, hobbies, and personal habits similar to ours. The most attractive part of similar individuals is that their beliefs and attitudes are the same as ours.

So how do you usually use this similarity in your activities?

1, find similarity with users

In some of the activities or sales that I have participated in, I almost saw some PPTs that introduced the founders. They are all kinds of tall and numerous countless honors, but these are also with the users. What is the relationship?

For example, I saw a sales event before, the on-site user is the owner of the beauty salon, and the introduction of the founder is what a foreign MBA, a master tutor, etc., a series of complicated and unforgettable honors. .

I gave the founder a suggestion, think about where I have a similar place with the beauty salon owner, such as imagining whether you have had experience in a beauty salon before, encountered in the industry Bottlenecks or pain points, and these bottlenecks or pain points must be similar to those encountered by the users present.

This way, when users think you are a similar group like them, it’s naturally easier to get support.

2, similar group division

In the history of human evolution, people are more willing to help people who are genetically related to themselves to increase the survival rate of their genes. Because the underlying motives of all creatures are to allow their genes to continue.

This is also why many MLM activities often put people with similar traits, hobbies and similar characteristics together. In certain situations, a group of communicating individuals are interested, emotions, opinions or behaviors. There is irrational agreement, and this irrational agreement stems from implied and imitated.

For example, in some marketing activities, marketing is often targeted at a similar group. For example, the square dance aunt is specially invited. When the square dance aunt enters a similar group with common interests, once the opinion leader takes the lead It is easier to trigger others to pay for it.

Even in the marketing world, many marketers themselves will unconsciously automatically imitate some of the activities that other marketers have done. When others do something that seems to be fun, some people will rush to imitate. It does not consider whether it is suitable for you, because in a certain situation, the people engaged in marketing work themselves become similar people.

Changeable rewards

What is it that can drive people’s behavior?

A myriad of studies have shown that an individual’s social behavior is driven by his past reward and punishment learning experiences, and past rewards encourage us to approach some goals and avoid others.

Children also showed similar imitating behavior when children saw another child or adult being rewarded for beating an inflatable doll.

In the news, we will see that even adults, after indulging in the game for a long time, will naturally start to imitate some behaviors in the game even if they don’t play games, because they only need to make in the game. Some actions can earn rewards, which motivates them to connect with the rewards.

When the audience saw the scream of worship to the lead singer of the concert, the boy made up his mind to become a musician. The boy dreamed that he would get that status and reward after becoming a musician.

In continuous event planning, in order to attract users to come forward, the important content is: small prizes, big prizes, rewards of all kinds, rewards to drive people’s behavior.

Every time there is a probability of return, changeable rewards (social rewards, money temptations, etc.) can often make every user who comes to the event addicted. Sometimes, rewards are not necessarily monetary rewards, such as Participate in some small games to get a ranking, or team up with strangers in the event to form a team and get team rewards.

So, when we do event planning, the prizes or rewards of the event often need to be carefully designed, instead of seeing what other people have prizes, we also imitate, we need to constantly ask ourselves, we set these rewards , can drive?

People’s behavior helps users reach their goals.

Building social relationships

When psychologists cite the most basic motivations for human behavior, the desire to connect with others is often topped.

When we want to host an event, we have to consider not just the intended users, we also need to considerCan the activities we are planning to plan meet the motivations for others to establish contact?

How to operate?

For example, a product for ordinary people to consume, through the event, initially invited only some local high-end people to participate, and then told the public through the media that there are such a group of people participating in our activities, although these high-end people may not be Intentional users can’t bring real deals, but these high-end people represent a circle, a group of people who want to connect.

Later, when the event was held again, it was only a small-scale publicity that would attract a large number of unsolicited ordinary users, and this group of ordinary users was the real paying group.

For example, some successful studies, president training courses, and Chinese language lectures that we often see in the early years can often attract a lot of bosses when they reach a certain level, but in fact, for these bosses, many times they give lectures. The content itself is not important, it is important to get to know those who go to class.

So, when we do activities, we need to constantly ask ourselves whether our activities can satisfy the most basic motivations of human behavior and allow users to connect with the circles they desire.