Marketing activity planning scheme 1 1. the purpose of planning this case
China is the hometown of tea and the birthplace of tea culture. The discovery and utilization of tea has a history of 4,000 to 5,000 years in China, and it has a long history and is spread all over the world. Tea has become a popular, popular and most beneficial green drink in the world. Tea integrates heaven and earth, and advocates "a family of tea people in the world". The purpose of tea network marketing planning is to make tea products and brands win in the increasingly fierce market competition. Through the analysis of the marketing situation of tea products, combined with their own advantages and disadvantages, plan their own strategic methods. In the fierce market competition, break out of your own world, strive to occupy the market to the maximum extent, and better promote the sales of products.
Second, the network marketing environment analysis
1, market conditions
China is the country of origin and the largest producer and consumer of tea. It has a history of drinking tea for thousands of years, and tea has been integrated into people's lives. Drinking tea has become the living habit of most people in China. Tea has become an indispensable healthy drink and spiritual drink in social life. And with the popularization of people's healthy consumption concept, tea is being accepted, loved and pursued by more and more people.
The competition in the tea market is fierce and there are many varieties, but there are also many defects. First, the construction of tea production standard system and health and safety system lags behind; Second, tea is abundant, with large output and small brand. For example, the public knows Pu 'er tea, but they don't know which brands there are. There are many brands in the whole Pu 'er tea market, but they are not strong, which makes Pu 'er tea with better brands such as Dayi, Xinyi and Laocang, which are sold online, popular only online.
At present, the domestic tea market seems calm, but in fact it is undercurrent, and many tea enterprises need to break through the cocoon urgently. However, at present, the characteristics of the tea industry are too many, chaotic and weak, which leads to disorderly competition and low-level competition in the whole industry, and consumers lack the basis and direction for buying. It can be said that the domestic' tea industry' is' famous tea, no'. Therefore, it is very important to promote our tea brand quickly through online marketing.
2. Product analysis
Pu 'er tea, its brands are: Yunshangpin, Dayi, Xiaguan, Long Yuan, and Icelandic Hu. "Yunshangpin" is unique and different. Other brands are not exclusive to us, and consumers can also find similar products in other stores.
3. Consumer analysis
Pu 'er tea can reduce blood fat, blood sugar and blood pressure; Improving eyesight, resolving phlegm and relieving cough; Can lose weight and fat, especially the fat accumulation in the lower abdomen; It can warm and protect the stomach.
Different effects also have different consumer groups.
White-collar workers: Drinking Pu 'er tea can reduce radiation and relieve physical and mental stress.
Man: Drinking Pu 'er tea can sober up, improve eyesight and soothe the nerves.
Female: Drinking Pu 'er tea can beautify, slim down, clear fire and detoxify.
Middle-aged and elderly people: Drinking Pu 'er tea can reduce three highs and resist aging.
Third, the network marketing strategy
(1) product strategy:
We have many products, which are divided into two categories, one is our own products, and the other is the products of other merchants. Our products are "cloud top products", which are unique and have great potential for future development. Every product has a certain life cycle, and consumers can easily get tired of using a product for a long time. Developing new products can keep old customers and attract new customers.
Other merchants' products include Dayi, Shimonoseki, Long Yuan, and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly improve our credit rating.
According to the different functions and consumer groups of Pu 'er tea, we sell all kinds of Pu 'er tea to meet the needs of different consumers. For example, the target consumer group of daughter tea is white-collar workers; Mini Tuocha is for the convenience of office white-collar workers.
Product mix sales: product mix sales can stimulate consumption and promote the sales of other products while deducting part of the price.
(2) Price strategy:
Consumers' spending power is different, and prices are of great significance to consumers.
1. Discount pricing: Some products with long sales time and low cost can be priced at a discount in the later period or holidays, which makes consumers feel that they are taking advantage of it.
2, mantissa pricing: the price figures do not carry, keep the decimal, so that consumers have a low price mentality. A commodity with a price of about 100 yuan is designated as 1 10 yuan, and a commodity with a price of more than 100 yuan is designated as 98.
3, ultra-low price: choose a suitable tea, the price is relatively low, consumers can easily find it when searching for products, and then enter the store, which increases popularity and promotes the sales of other products.
(3) Promotion strategy:
1, online advertising strategy:
According to different consumer groups, you can advertise on different websites or shop homepages to attract consumers.
2. Promotion strategy:
① Special promotion: For consumers, special promotion can attract more consumers' attention. Special sales can be used in festivals to attract customers to buy through low prices.
2 Gift-giving strategy: Many consumers like cheap goods, and giving small gifts can easily make them feel good about the store. Of course, there can also be other activities such as "buy one get one free" and "add one yuan to send other products".
Software strategy: Taobao has a lot of software that can be put in stores to promote consumption. For example, "Daily Special" can launch a kind of tea every once in a while. Consumers are easily influenced by "special price". The "group purchase" software has a countdown. Many consumers follow suit, and everyone buys it, so buy it yourself, especially at the end of the countdown.
Fourth, website promotion.
(A) network advertising strategy:
1. through train: the baby promoted from Taobao to through train can be seen by anyone who wants to buy this kind of baby from Taobao, which greatly improves the exposure of the baby and brings high traffic and sales to the store.
2. E-mail: Send e-mail to consumers or groups who often look after the store.
3. Store advertisements:
(1) product image advertising in the early planning period.
(2) put promotional advertisements before holidays and major events.
(b) search engine marketing:
1, Keywords: consumers generally use search engines in the purchase process, enter the approximate name of products, and search by category. The set keywords help consumers find their own products.
2. SEO in the station:
① Intra-site connection: Make use of the content correlation of each section and the website map to establish a large number of intra-site connections and increase the number of views throughout the day.
② Website structure: Use static HTML pages to design the homepage, reducing the use of frames and dynamic elements.
(c) Sports marketing strategy:
There are many activities of Taobao service, so try to participate in the activities to increase the exposure of the store. Such as: trial center activities, gold panning, group buying with good results, etc. Choose the activities you can take part in.
(four) soft text promotion:
Soft articles are written, published and promoted in a planned way from the perspective of users, industries and media, so that every soft article can be translated and published by various websites and achieve good results. Soft articles should be written so that users can gain something from reading them, and the titles should be written so as to attract website editors and achieve the publicity effect.
Verb (abbreviation for verb) budget
Recruitment 1 personnel: 1000~ 1500 yuan;
2 market research: 800~ 1500 yuan;
3 website optimization: 500~ 1200 yuan;
4 network publicity: 8000~ 15000 yuan;
5 Miscellaneous expenses: 1500~20xx yuan;
Total:11800 ~19200 yuan.
Planning scheme of marketing activities. Activity theme:
Tell your favorite ta loudly.
Second, the activity time:
Xxxx year x month x day
Third, the activity object:
/kloc-single men and women around 0/8-40.
Fourth, the purpose of the activity:
Since it is Singles' Day, we might as well hold a "Singles' Day Friendship" in the beauty salon, so that young single friends can find their favorite objects in the activity. And every friend who wants to participate in friendship wants to give his perfect side to each other, so let the beauty salon arm itself with all its strength. The beauty salon team carefully creates beautiful makeup for you. This is also an excellent opportunity for beauty salons to enhance brand awareness and increase customer trust.
Verb (short for verb) activity:
Activity plan 1: It seems that I like you loudly.
During the activity, boldly say what you want to say to the object you like and give away beauty products. Successful people who express their love can also get "in pairs" and "for life" beauty packages in beauty salons. These love packages are prepared by beauty salons for consumers free of charge while stocks last.
These activities are free to participate. After purchasing high-end beauty salon products, all the guests present can get cosmetic samples and give them to their favorite partners. If the confession is successful, the two will go to the "Happiness Gate" to receive gifts from the beauty salon.
Activity plan 2: Happiness is within reach.
At the Singles' Day event on XX, 100% can win the prize as long as customers buy products on the spot. With such a high winning rate to stimulate consumers' desire to buy, every customer participant can participate in the lucky draw. The prizes are first prize, second prize, third prize and grand prize, in which the first prize is 30% off the selected product or card, the second prize is 20% off, the third prize is 10% off, and the grand prize is a small gift.
Here, Pristine would like to remind all merchants that the prize setting should be based on cost accounting. The first and second prizes can be designed more and distributed to customers in the form of easy tickets. Especially for new users, let them feel the benefits and reality of beauty salons.
Holding Singles Day promotion activities in an innovative and distinctive way is also a prelude to the next year-end activities to attract consumers to actively participate in beauty salon activities in the future. Of course, if beauty salons can really be lovers, there are also many beautiful women.
Marketing activity planning scheme 3 June is hot in summer, and father loves mountain in June. The sunshine in June is the hottest in a year, symbolizing the fervent love that fathers give their children. Father loves mountains. Many things in life can't last forever, but his love for us is eternal. The annual Father's Day is coming. On this Father's Day, in order to arouse the enthusiasm of consumers, attract more customers and increase turnover, the management company decided to plan the following marketing plan for Father's Day:
First, the activity time:
June 65438, 2007 to June 65438, 2008
Second, the purpose of the activity:
1. Stimulate household consumption through activities to enhance the good brand image of the enterprise;
2. Stimulate consumption and compete for market share;
3. Increase the sales of E-meals and increase the business income of each store.
Third, the theme of the event:
Heart is father's day, xx family.
Four. Location:
xx
Verb (short for verb) activity:
1. During the activity, the greeters in each store sent holiday wishes "Hello, Happy Holidays" to the middle-aged and elderly men who came to the store for consumption.
2. During the activity, each store added two tracks, Pay My Life and Father.
3. There is a good gift for ordering xx meal during the activity.
Where the telephone order is over 688 yuan, 4 pairs of xx meal poker cards will be given free of charge, and where the telephone order is over 888 yuan, XE meal will be given free of charge, and a VIP member gold card will be sent in time. All stores should register and keep financial records.
4. During the activity, the kitchen departments of various stores launched several love packages for Father's Day. The price of each store can be determined according to its own specific situation. The dishes are mainly healthy and nutritious, and the names of the dishes reflect the father's love (reference: grateful love, father's love is like a mountain, father's love is like water, and father and son are affectionate). And promote a special Father's Day dish.
5. Guests who spend money in the store during the activity can get a free family photo (10 inch plastic package) if they spend a single table in 800 yuan. Every store should register and keep financial records.
6. The Planning Department uses the SMS platform to send a message of Father's Day blessing to customers: "My heart is Father's Day, xx family, and warmly launch various Father's Day love packages. Xx Catering wishes all dads in the world a happy holiday! "
Propaganda items of intransitive verbs:
1. The planning department of the management company is responsible for carving Father's Day banners, one for each store, and the content is "Father's Day, xx Family", which will be delivered to each store before June 15;
2. On June 16, the planning department of the management company sent a message of Father's Day blessing to customers in various stores, saying, "My heart is on Father's Day, and I warmly launched various Father's Day love packages. Xx Catering wishes all dads in the world a happy holiday! "
Seven, matters needing attention:
1. Each store carefully organizes employee learning activity plans, and conducts relevant knowledge training for employees according to the plans;
2. During the activities of each store, do a good job of taking photos and printing, and increase income-generating points;
3. The activities of loyalty cards and coupons are carried out at the same time.
Marketing activity planning scheme 4 1. Determine marketing objectives.
The determination of marketing objectives is particularly critical for event marketing planning. Different marketing objectives require different funds, activity types and personnel. When determining the marketing objectives of activities, we often make the following two mistakes:
1. The general marketing objectives are confused with the marketing objectives of this activity.
For banks, the goal of any marketing activity is to improve the efficiency of banks, which can also be decomposed into enhancing brand awareness and influence, enhancing customer loyalty and increasing market share. These goals will also be achieved indirectly in the event marketing process, but this is not the goal of this event marketing. Taking the activity marketing of bank card business as an example, the goal of activity marketing can be to increase the consumption of bank card holders, increase the amount of cards issued, attract a certain number of people and enhance the brand awareness of bank cards.
2. Confuse the main goal and sub-goal of activity marketing.
Event marketing generally has two or more objectives. In the process of determining marketing objectives, it is necessary to distinguish between main objectives and sub-objectives. In the event marketing planning, the realization of the main goal is given priority to. For example, the main marketing goal of bank card business is to enhance the brand awareness of bank cards, and the brand value of bank cards should be highlighted in the planning. For example, Wutai Mountain Blessing Card launched by Shanxi Wutai Rural Commercial Bank is a card product based on Wutai Mountain Buddhist culture and tourism culture. The marketing planning of this card should be based on "wisdom, auspiciousness, harmony and peace".
Second, the management activities marketing budget
Activity marketing budget and activity marketing content are closely linked: what kind of activity marketing content can be designed according to how much activity marketing budget there is; What kind of activity marketing content is there and how much activity marketing budget is needed. In most cases, we need to define the event marketing budget first, and then design the event marketing content. In fact, when the campaign marketing budget is determined, the options of campaign marketing content are limited to a certain range.
Generally speaking, the activity marketing budget is mainly divided into promotion expenses, material expenses, venue rental expenses, gift expenses, transportation expenses, labor expenses and other expenses. Among them, the most important are promotion expenses and material expenses. Promotion expenses mainly include paper media, TV media, online media, forums, hard, wide and soft articles published by the media, self-media hype expenses such as WeChat and Weibo, design and production expenses such as outdoor advertisements and video advertisements; Material costs mainly include the production and printing costs of posters, Yi Labao, leaflets and brochures.
Even for the same type of activities, the marketing expenses of activities in different regions vary greatly. In addition to the gap between regions, the relationship between banks and the media will also have a great impact.
The activity marketing budget should include two parts, one part is the activity marketing budget, and the other part is the activity marketing reserve fund to avoid the danger that the activity marketing budget is too large to continue. The activity marketing budget and reserve fund amount should be determined according to the activity time and content.
Third, make clear the theme of event marketing.
The theme of event marketing should revolve around the goal of the event. If the goal of the activity is to increase the consumption of bank card holders, then the theme of the activity should be "consumption bonus", "consumption earning points" and "consumption free of charge". If the goal of the activity is to increase the brand awareness of bank cards, the theme of the activity can be "collection of bank card slogans"; If the goal of the activity is to increase the number of cards opened, the theme of the activity can be "interpersonal communication+card opening lottery".
The theme of event marketing is often the difficulty of event marketing planning. For large-scale event marketing planning, we can ask the third party to conduct strict market research before defining the event marketing theme, and the corresponding data will help us choose the appropriate event marketing theme.
Determine the theme of event marketing, can be analyzed from the following three aspects:
1, marketing target analysis
Analyze what marketing objectives are suitable for, such as the first paragraph of this part.
2. Customer group analysis (taking bank cards as an example)
Analyze the characteristics and preferences of customer groups, such as gender characteristics, age range, education, monthly income, family structure, etc. And the marketing area has the main preferences of this characteristic group.
3. Analysis of publicity highlights
Analyze the customers and products related to this marketing goal, which may become the highlights of publicity, such as whether they are close to a certain season or festival, whether customers will have some similar needs, etc.
Event marketing theme can be made into three circles with the above three points as the core, and the core is optional marketing theme.
If there are prizes for family holidays, you can choose to cooperate with large shopping malls and travel agencies to hold credit card lottery activities, and the winners will give travel opportunities. The theme language of the activity can be written around Mid-Autumn Festival and National Day, making use of the festive atmosphere.
Fourth, the marketing content of design activities
The content design of activity marketing is the core of activity marketing planning, which mainly includes five parts: activity form design, activity time design, activity vision design, activity copy design and activity experience design. Through the design of event marketing content, we can control the main part of event marketing and prepare for the follow-up work.
1, the design of activity form
Event marketing can take many forms, such as meeting activities, outing activities, prize-winning solicitation activities, etc. The design of activity form is limited by activity marketing objectives, activity marketing budget and activity marketing theme. For example, if the goal of event marketing is to get more high-quality customers, the budget of event marketing is general, and the theme of event marketing is hot topic analysis, then the form of event can be to invite experts and scholars on corresponding hot topics in China to give lectures.
2. Design of activity time
The design of activity time includes not only the design of the whole activity time, but also the design of each part of the activity time. Sometimes, when we hold an activity, it is often divided into three or more different cycles. How to arrange the connection and progress of the cycle is what we need to focus on when designing the activity time.
3. Active visual design
Event marketing often involves some visual effects, such as color matching of advertisements and color matching of venues. The design of activity vision should consider the theme of activity marketing. Generally speaking, the visual design of bank card activities is close to the visual design of bank card itself.
4. Design of activity copy
What kind of main advertising language is used in the activity and what is the main publicity copy need to be designed in the marketing planning process. This is because the implementation of activities is often composed of multiple departments and needs to coordinate multiple channels. The uncertainty of the main copy of the event can easily lead to conflicts between different publicity channels and reduce the publicity effect. Take the copywriting design of bank card activities as an example. Generally, it needs a main advertising slogan (preferably within 10), a main advertising copywriting (generally composed of two opposite half sentences with the same number of words), a main introduction copywriting (standard version of activity time, rules and instructions) and a main publicity copywriting (three paragraphs of activity introduction of about 400 words, excluding activity time, rules and instructions).
5. Activity experience design
For some activities that have direct interaction with customers, the marketing planning of activities should pay attention to the actual experience of customers, such as taking part in outings and other activities, whether the route selection of the whole outing is reasonable, and whether customers are excessively tired. For some activities that do not directly interact with customers, it is also necessary to consider the actual operating experience of customers. Take the activity of "opening a bank card politely" as an example, whether it is troublesome for customers to open a card to receive gifts and whether the gifts are useful need to be considered.