For enterprises, B2C or B2B enterprises, offline events are the basic skills. For PR, offline events are part of corporate brand building, which include media relationship management, investor relationship management, and partnership management. Events should focus on contents and high end.
For marketing personnel, offline events is a must for launching new products and finding new market, focusing on buyers and conversion rate.
In recent years, as mobile phones have become the main tool for people to obtain information, digital marketing has once again spurred a wave of enthusiasm. However, as Internet giants are converging more data flow, companies find it more and more expensive to gain view counts. Besides, not all industries are suitable for online promotion.
For most companies, offline events are more commonly used in brand promotion and marketing. Its budget are more manageable and closer to target customers.
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。
近几年来，随着手机成为了人们获取信息的主要工具，数字营销再一次掀起热潮，人人言必称抖音、今日头条……然而，随着互联网巨头不断汇聚流量，企业主真正感受到的是：流量价格越来越贵，与此同时，并非所有企业所有行业都适用于线上推广的方式。
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。
做好一场线下活动并非易事，一旦做好，为企业带来的好处又是显而易见的。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。
This course will be delivered in Chinese。课程PPT不共享。
课程大纲： （以课堂现场内容为准）
第一节：线下活动的获客优势
1.1 线上营销的获客成本到底是多少？
1.2 对于有些行业，线下活动才是更好的营销方式。
1.3 成功案例：线下活动的直接价值
第二节：活动策划书怎么写？
2.1 活动策划的第一要务：战略
2.2 选好活动形式
2.3 如何做一张年度活动日历
2.4活动策划书怎么写：干货、可执行、少废话
2.5 活动策划中的那些坑。
第三节： 好的内容才是活动成功的关键
3.1 内容和选题必须要有大局观
3.2 好内容必须分清主次
3.3 主题内容的设计和细分发言的设计
3.4 合适的题目必须由合适的发言人来阐述
3.5目标发言人名单怎么拟定？
第四节：关于发言人和参会者
4.1 邀约发言人是一门艺术，也是一门商业
4.2 提前和现场管理发言人
4.3能否请到足量高质的目标受众到场是第一KPI
4.4 邀请函也可以玩出花来
第五节：打通O2O，线上如何配合线下
5.1线上掘宝流量
5.2 用好线上工具作活动邀请
5.3 促使受众尽快行动的几个办法
第六节：一场线下活动具体怎么做？
6.1 活动总导演到底是谁？团队搭建。
6.2 流程要有战略观和大局观
6.3 活动的场地怎么选
6.4视觉设计是内容的重要组成部分
6.5活动前的场地搭建管理
6.6 活动前的准备工作
6.7 一场活动需要哪些文案——从策划到完结
6.8 外部团队管理要点
第七节：活动预算的管理和节约
7.1 活动预算的基本内容
7.2 把钱花在刀刃上：论浪费预算的不必要开支都有哪些？
7.3 场地预算怎么节约？
7.4 活动搭建预算怎么节约？
7.5 哪些费用绝对不能节约？
第八节：突发情况的管理和预案
8.1墨菲定律：每一次活动必定会出一个岔子（各种真实案例）
8.2 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？
Section I: The advantage of offline events in terms of getting customers
1.1 What is the cost of getting customers by online marketing?
1.2 For some industries, offline events is a better marketing method.
1.3 Successful case: Direct value of offline events
Section II: How to write the event plan?
2.1 The priority of event planning: strategy
2.2 Choose the form of activity
2.3 How to make an annual event calendar
2.4 How to write the event plan: useful information, executable plan, and little nonsense
2.5 Not-to-do list of event planning.
Section III: Good content is the key to success
3.1 An overall consideration must be taken in content and topic selection.
3.2 Distinguish the principal content.
3.3 Planning of the theme content and the segmentation speech
3.4 Match the topic with the speaker.
3.5 How to prepare the list of target speakers?
Section IV: Speakers and Participants
4.1 The invitation is an art and a business
4.2 Communicate with speakers in advance.
4.3 Whether you get enough target audience of high quality is the key of KPI.
4.4 Invitations can be in different forms.
Section V: get connected throgh O2O, how online work with offline.
5.1 Online data flow mining
5.2 Use online tools for event invitations
5.3 Several ways to get the audience to act quickly
Section VI: How to organize an offline event?
6.1 Who is the general director of the event? Team building.
6.2 Process must be strategic.
6.3 How to choose the venue for the event?
6.4 Visual design is an important part of the content.
6.5 Site construction management before the event
6.6 Preparation before the event
6.7 What kind of copywriting is required for an event? – From planning to completion
6.8 External team management key points
Section VII: Event Budget Management and Savings
7.1 Basic content of the event budget
7.2 Spending money on the important issues: What are the unnecessary expenses?
7.3 How to save the venue budget?
7.4 How to save the budget of site building?
7.5 What are the necessary costs?
Section VIII: Management and Plans for Emergencies
8.1 Murphy's Law: There will always be unexpected situatio in each event. (examples)
8.2 Over-fancy opening is risky
8.3 What should I do if the important speaker is absent?
8.4 What should I do if the media do not work as planned?
8.5 How to prevent accidents?
Payment 付款
You can pay by Wechat or banktransfer. The European Chamber can give you an official receipt or fapiao, it will be provided on the event day if payment is done 1 week before the event, otherwise it will be sent to you in around 1 week after the event.
RMB Bank Account
A/C Name: 中国欧盟商会
China CITIC Bank 中信银行京城大厦支行
Capital Mansion Sub Branch
No. 6, Xinyuan Nan Road
Chaoyang District, 100004 Beijing
A/CNo.:7110210182500027543
S.W.I.F.T. Code: CIBKCNBJ100
Cancellation Policy:
If you cannot attend the event for which you have registered, please cancel your registration no later than five business days prior to the training. If you fail to notify us of your cancellation in a timely fashion, you will be charged for training costs. To cancel, please cancel through the confirmation email sent by the European Chamber system. Your cooperation in this matter supports the European Chamber in maintaining the quality of its events and is appreciated by your fellow members and the organization.
