For enterprises, whether it is a B2C or B2B enterprise, doing offline activities is a basic skill. For publicists, offline activities are the work of corporate brand building, from media relationship management, investor relationship management to partnership management, focusing on content and high-end.
For marketers, offline activities are a necessary means to cooperate with new product launches and new market expansion, focusing on consumers and conversion rates.
For most businesses, offline events are the more commonly used in branding and marketing, as well as a way to have a more manageable budget and a closer target consumer.
After three years of rapid development of live streaming and online marketing, today's offline events are still an effective communication method to obtain accurate audiences, plus more online means to expand information reach and audience sources.
对于企业来说,无论是B2C还是B2B企业,做线下活动都是基本功。对于公关人员,线下活动是企业品牌建设的工作,从媒体关系管理、投资人关系管理到合作伙伴关系管理,侧重于内容和高端。
对于市场营销人员,线下活动就是配合新品发售,新市场拓展的必须手段了,侧重于消费者和转化率。
对于大多数企业来说,线下活动是品牌和市场推广中更为常用,也是预算更加可控,目标消费者更加接近的方式。
经过直播和线上营销快速发展的三年,今天的线下活动依然是获取精准受众的有效传播方式,加上更多的线上手段来扩大信息触达和受众来源。
本课的目的是帮助企业的市场和公关人员系统化的梳理活动管理的各个环节,活动无小事,细节见功夫。
课程大纲:
第一节:组织活动是企业市场品牌的基本盘
设计一个系列活动,长期坚持
打造一个主题活动,成为品牌旗舰标志
参加一个行业活动,打造重点宣传故事
策划一个公益活动,提升品牌好感度
如何做一张年度活动日历
第二节:活动策划书怎么写?
活动策划的第一要务:战略
活动策划第二关键:评估手头资源
活动策划第三重点:挖掘有吸引力的内容
各种活动形式及各项指标一览表
活动策划书怎么写:干货、可执行、少废话
防范陷阱:策划脑洞大,执行都是坑
第三节: 策划好主题,挖掘好内容
内容和选题必须要有大局观
有热点才有传播力:内容如何结合热点?
好内容必须分清主次
主题内容的设计和细分发言的设计
好主题必须由合适的发言人来讲
第四节:发言人是成功活动的灵魂
目标发言人名单怎么拟定?
接触到优质发言人需要动用人脉网
成功邀约到发言人既需要情商,也需要流程
如何与发言人沟通内容
发言人需要管理预期
如何现场服务好好发言人
第五节:如何吸引更多人报名和提高出席率
能否请到足量目标受众参与是考核标准
活动预热和报名通知要有计划有频次
一定要找到目标受众的大本营
线上报名要有吸引力,增加传播力
线上邀请,几招促使受众立刻报名
各有各功能:邮件通知+微信池+社交媒体+线下引流
第六节:执行全流程
活动总导演到底是谁?团队搭建。
流程要有战略观和大局观
活动的场地怎么选
视觉设计是内容的重要组成部分
活动前的场地搭建管理
活动前的准备工作
一场活动需要哪些文案——从策划到完结
外部团队管理要点
第七节:活动传播全传:线上+线下才圆满
成功活动必须做足传播
传播全矩阵,丰俭由策划
行业大会传播实战案例
活动常规传播流程
活动视频的多种呈现方法
第八节:活动预算的管理和节约
活动预算的基本内容
把钱花在刀刃上:论浪费预算的不必要开支都有哪些?
场地预算怎么节约?
活动搭建预算怎么节约?
哪些费用绝对不能节约?
第九节:突发情况的管理和预案
墨菲定律:每一次活动必定会出一个岔子(各种真实案例)
过于花哨的启动仪式等会有很大风险
8.3 重要发言人临时缺席怎么办?
8.4 媒体出状况,怎么办?
8.5安全事故怎么预防?
Terms and Conditions
- Events have limited capacity. To ensure your attendance please register online in advance. We cannot guarantee access to anyone not registered in advance.
- All European Chamber in-person events and webinars are off the record, unless stated otherwise.
- The European Chamber reserves the right to change the event and webinars programs at any time.
Cancellation Policy
Cancellations must be received in writing at least one full day in advance of the date of the webinar.
To cancel you can: 1) email yangzhao@europeanchamber.com.cn, or 2) cancel online if you registered for the event through the website. Should you fail to cancel your participation on time, the European Chamber reserves the right to transfer future event/webinar registrations to other interested participants. In the case of fee-based events, the event fee will be charged to those who fail to cancel their registration on time.
Disclaimer 免责声明
Participants must maintain proper social distancing norms and abide by the Shanghai Municipal Government’s Epidemic Prevention and Control Rules (eg. wearing masks and so on). If you do not follow the relevant regulations, the European Union Chamber of Commerce in China assumes no responsibility for any of your physical discomfort caused during and after the event. Thank you for your cooperation.
参与活动时,参会人应与他人保持适当距离(防疫考虑)并遵守上海市政府颁布的疫情预防控制要求(例如佩戴口罩等)。如您违反要求,中国欧盟商会将对您在活动中或活动后的任何身体不适,不承担任何责任。感谢您的理解与配合。