Marketing planning scheme format 1
I. Purpose of the event
1, grasp the 520 promotion online shop to plan business opportunities to make customers feel fresh and stimulate consumption desire;
2. Increase the number of online shop views to attract new customers;
3. Establish the reputation of online stores and enhance customer loyalty;
Second, the activity time
20__ (ten days in advance) May10 —— 20 _ _ (ending on May 20th)
Third, the theme of the event
I love you, filar silk heart.
Fourth, the active object.
For female customers aged 20 to 30.
Verb (abbreviation of verb) activity content
"I love you, filar silk heart" special event
Buy a reality show, share the beauty and win a gift!
1 Share the prize: upload the real-life pictures that the baby tried on, write down his inner feelings and show off his beautiful legs.
(Everyone has a prize)
2 Lucky Advent Award (monthly 1)
3 Loyal Customer Award (end of year 1)
Popularization of intransitive verbs
1, key time for publicity: 2 days before the event; 0 days after 65438+520;
2. Publicity means: Once the target audience is determined, it will be spread through appropriate channels, such as Taobao Want Want message, signature document, baby topic, announcement, QQ, blog, Weibo, post bar, help, forum, WeChat, etc.
VII. Work before promotion
1. Supply problem: determine the products to be promoted and prepare enough goods. Different products should be promoted in different ways. In addition, for discounted goods, for example, large products should be selected as promotional goods. During the promotion period, the sales of goods will be faster than usual, so adequate stocking is a guarantee.
2. Do a good job in after-sales service: the increase in order volume brings many after-sales service problems, and fully communicate and coordinate with customers to ensure the satisfaction of each customer.
3. Determination of customer groups: find suitable consumer groups and formulate targeted promotion programs.
Marketing planning scheme format 2
Activity background: "Singles Day" has changed from an online festival to a popular festival for young friends, and has also evolved into an online shopping carnival. Whenever Singles Day comes, shopping malls, restaurants and amusement places will plan Singles Day activities with the help of the festive atmosphere to attract customers. In this young and fashionable festival, Prittie Salsa Beauty Salon launched a special activity "Singles Day is not lonely". Now the weather is getting drier and colder, and it continues to be dry and hot after autumn. Therefore, from the current consumption situation of beauty salons, we can know that consumers mainly spend on whitening and repairing in early autumn when they enter the store in different seasons, but now they mainly spend on moisturizing and maintenance. Therefore, using Singles Day to carry out promotional activities is not only a good opportunity to enhance visibility and image, but also a good opportunity to seize business opportunities.
Theme: Simplicity is with you on Valentine's Day.
Activity time: 1 1 October ~ 1 1 October.
Venue: Prittie Sha Beauty Salon's major direct sales stores
Target audience: all new and old single female customers of Prittie Sa.
Objective: It coincides with Singles' Day, in order to make all single female customers feel the simple warmth and get a wonderful experience in this festival. During the "Singles' Day", combined with the season, climate and other issues, the beauty salon hereby launched promotional products such as hydrating, anti-drying and repairing, which were widely welcomed by female friends. I hope to take this opportunity to establish a harmonious and warm communication platform with customers. It can bring more new friends to Pritisha and enhance the consumption market share of beauty salons.
Activity promotion:
1, "Singles' Day" was originally a festival spread from the Internet, so the publicity should focus on network publicity planning. First of all, the publicity information about this activity was published in Prittie Sally Beauty Salon official website, the official Weibo and the forum. Publish the activity content on the internet about two weeks in advance.
2. During the activity, leaflets and coupons will be distributed in crowded places, streets and major commercial roads.
3. As long as customers spend a certain amount in the store two weeks before the event, they will issue holiday coupons and experience coupons. And decorate the entrance of the beauty salon, put up posters and hang banners at the entrance of the beauty salon.
Precautions:
1, do a good job of registration at the front desk and record the customer's name and information.
2. Train employees in activities, in order to thank customers, tap their potential consumption power and stabilize customers. Therefore, in the process of activities, we should pay attention to every link from the customer entering the door to the end of consumption, keep smiling and be kind to others.
Activity content:
1. Members of beauty salons can participate in this activity during the activity, and they can get a 20% discount with their membership cards and get a skin care experience coupon. If the points in the membership card reach 500 points or above, you can experience a moisturizing and hydrating project in the store for free with the membership card.
2. Non-member customers can enjoy 8.8% discount directly when they spend 288 yuan in the store during the activity. And give a Pritisha membership card and a skin care sample provided by Pritisha.
Note: the activity experience is subject to the validity period in the store.
Marketing planning scheme format 3
Due to the heterogeneity between real estate and general commodities, such as its huge capital investment, short production cycle, value appreciation and monetary function, the sales ability and basic quality of semi-finished products can not be improved, the market price is low, there are many openings and the competition is fierce. With the increasingly fierce competition in real estate, the corresponding marketing planning is also very hot, so planning innovation has become the way to win. For the marketing planning of real estate, it mainly focuses on consumers' consumption behavior and lifestyle, and innovates in product design, product value promotion, marketing communication, payment methods, etc., in order to stimulate potential consumption demand or compete for existing customers. Its innovation can be reflected in creating a new product (such as the uniqueness of planning and design); Providing service mode (such as domestic property service); Advocate a lifestyle (such as exercise, health, leisure, taste, etc.). ); Create a culture and so on.
I. Future development trend
On the one hand, real estate has entered the era of brand competition, and the competition in the real estate market has shifted from price competition and concept competition to brand competition. Enterprises pay more attention to the cultivation and utilization of brands. Therefore, we should pay attention to the continuous strengthening of the brand, export the core value of the brand, and implement the sub-brand strategy under the unified brand; At the same time, advertising awareness should be advanced, promotion methods should be integrated, and all available communication resources should be used to strengthen the concept of products. On the other hand, the consumer market is becoming more and more rational and personalized. In recent years, the economy has continued to slow down, and residents' income (including expected income) has continued to decline, with affordable psychology dominating; After a long period of advertising immersion, consumers' accidental and impulsive buying is weakened, and rational buying behavior is enhanced; Different types of consumers gradually establish their own standards and preferences for the choice of real estate. Consumers will become more "personalized" in the choice of commercial housing, and will consider their psychological needs more and find more suitable real estate. With the intensification of competition in the real estate market, large-scale and intensive real estate will become the hot spot of future market competition; The market segmentation trend for different consumers is becoming clearer and clearer to meet different types of consumer groups; The "design era" begins to return, and developers pay more attention to product development and will pay more attention to the pre-planning and design of real estate.
The means of competition will be all-round and diversified. For example, some large-scale real estate projects have comprehensive competitive advantages, and small and medium-sized ones must also occupy a place in the market with their personalized and characteristic needs. In the future development process, we will further pursue the realm (such as history, humanities, culture, etc.). ); Pursuit of close proximity (such as being close to business district, high efficiency, station, etc.). ); Pursue cleanliness (light, greening, natural gas equipment, etc. ); Pursue tranquility (low density, ecological landscape platform, etc. ) not only increases the demand for supporting facilities, but also has high brand requirements for real estate developers; There are corresponding requirements not only for design, but also for the living groups and social volume of community residents; Not only do they have requirements for the brand of real estate, but they may pay more attention to the links in the design and manufacturing process. In the case of further fierce market competition, how to further tap the added value of their own real estate, stabilize prices and attract customers?
Source? How to further deepen the advantages of your own real estate according to the rational purchase demand of the target consumer groups, so that the target consumer groups can feel "value for money"? How to continue to establish its own unique brand personality, break through the encirclement of powerful competitors and continue to set off a new whirlwind in the market? How to adapt to the new trend of "individual home ownership era"? All these force developers to carry out systematic marketing planning.
Second, the real estate marketing planning
One is to plan first. In the whole project development process, planning should be put in the first place, including project certification, risk assessment, capital channel, market positioning, planning and design, construction bidding, project management, material selection, image packaging, opening sales, advertising, marketing strategy, property management, brand building, benefit improvement and so on. Planning is based on the corresponding market research, which can be both first-hand information and used. For example, it includes statistical yearbooks of government statistics, bank statistics, statistics bureau, commerce bureau, housing authority, land and resources bureau, tax bureau and other departments to understand and analyze market purchasing power and consumption trends. Conduct targeted surveys according to different links, such as focusing on the lifestyle of consumers, the real estate situation in the region, and promotion strategies.
The second is that innovation wins. Marketing planning innovation should run through the whole planning process, including architectural form, layout planning, apartment design, integrated marketing, advertising, public relations activities, property management, financing methods and so on. , such as effective combination with finance in terms of payment methods; In price setting, make effective use of consumers' psychology; Take advantage of consumers' curiosity and hypocrisy in publicity and positioning. Such as attaching importance to children's education, being neighbors to celebrities, zero down payment, combined sales and promotion of family fun gift combinations: husband sends fitness gift certificates, wife sends beauty gift certificates, children send children's palace courses, and the elderly send comprehensive physical examinations. At the same time, we should grasp the whole process. In the whole planning of real estate development, every link, every process and every detail is very important. Such as market research, market analysis, market positioning, market image, marketing and promotion.
The third is to shape differences. Differentiation can create competitive advantage. In the process of real estate planning, differences should be shaped at different levels, such as architectural style, facade, wind system design, light system design, apartment design, layout space design, functional design, intelligent design and escape design. In the process of shaping differences, we should weigh the value promotion, eye-catching, novelty and cost, because the purpose of enterprises is profit-oriented.
The fourth is integrated marketing. On the one hand, real estate enterprises should embody humanistic consciousness in project development or operation, and pay attention to corporate image, project image, employee image, product materials and marketing methods. On the other hand, we should be good at integration, combining and integrating the pricing method, opening price, price strategy, payment method, marketing theme, advertising creativity, media delivery, delivery time, media selection, selling point creation, property management commitment and so on. Such as the introduction of combined household appliances and combined kitchens; Comprehensive community support, integration of internal and external resources and so on. Communication, from speculation to speculation appreciation potential, from speculation concept to speculation design and apartment type; From soft articles to single leaves, from TV advertisements to body, radio and outdoor advertisements, we will create creative points in lifestyle and life taste. In brand positioning, according to the consumption pattern and the actual situation of real estate, find the corresponding target consumer groups and be good at cultivating sub-brands of real estate. Of course, the realization of real estate sales power can not be achieved simply by the output of brand concept. Real products and prices are the key to achieving sales power. Therefore, it is necessary to export diversified product information, enhance the sense of value of real estate, impress more rational consumer groups, inject some new elements into products and give them a fresher image, thus maintaining the freshness of brands.
In short, the future community will pay more attention to the product itself: if the garden is well designed, there will be more leisure space; Reasonable spacing, high utilization rate, good lighting and good air circulation; Large building spacing, open space and broad vision; Community facilities, good property management, closed management; Convenient transportation and shopping make the house a home of culture and creativity. In marketing communication, we should grasp the mentality of target consumers, aim at people's hearts, do what they like in sales strategy and advertising strategy, and let them buy. At the same time, according to the characteristics of target consumers and products, advertising investment will be more targeted and direct. On the one hand, the combination of soft writing, public relations and different forms of advertising is innovative in the process of design and delivery; On the other hand, we should effectively grasp the consumption psychology and behavior of the target consumer groups and pay attention to their consumption patterns, so as to carry out corresponding communication and promotion activities in a targeted manner.
Marketing planning scheme format 4
I. Introduction
In recent years, businesses pay more and more attention to campus economy, and the most obvious growth point of campus economy is the dinner after the college entrance examination and graduation dinner. Including what we verbally call "class banquet" and "teacher-thanking banquet", our single store should pay enough attention to this phenomenon.
Second, the activity time: before and after the spring and autumn college entrance examination 15 days or appropriately extended.
Third, the route of transmission:
1) Display board publicity in front of the store.
2) Send invitations to the high schools in your area.
3) Local TV stations' song-ordering programs spread information.
4) Old customers in the store help promote.
5) Banner publicity of the store. Content: "I wish all students to be the first. Yudeju Hotpot will wait for you and share the joy of success."
6) Selection of other communication methods.
Fourth, marketing analysis.
1. Class dinner: Graduation dinner is the last group dinner after all the dinners. Because of the friendship, love and teacher-student relationship in the class, such a dinner can generally bear a relatively high price, and most of them complete the whole process in the form of "dining+entertainment+after-dinner entertainment".
2. School dinners: Most of them are attended by teachers and students during graduation. Because of the large number of students and the scattered consumption of various departments, the number is still very large. This kind of dinner has certain requirements on the price, which belongs to general consumption, but it has certain requirements on the business environment. I hope the price is favorable and the environment is high.
3. Teacher Xie Banquet: It is divided into post-college entrance examination period and university graduation period. The performance reason is that the candidates in the middle and high school entrance examinations thank the teachers and class teachers for their good grades, while the college students thank the counselors and related lecturers for being walked or trying to get a master's degree. The remarkable feature of this banquet is that it requires high-grade consumption and completely excludes ordinary environmental services and low-priced dishes.
Verb (abbreviation of verb) market strategy
Because of the characteristics of campus economy, we suggest that single stores be treated differently in marketing.
First of all, we provide mid-range dishes and special dishes for class dinners, and provide satisfactory services. The higher-end dishes are in the form of special prices.
1, theme: caring for students, * * * creating a demonstration class.
2. Promotion method:
1) All classes that come to our class reunion can use our stage for free, and our store provides comprehensive entertainment equipment and complete songs and dances.
2) Give free friendship cards to help plan class entertainment activities.
3) Some dishes are discounted, and drinks are 8.8% off.
Secondly, school dinners require affordable prices, and single stores should pay attention to price and after-dinner entertainment in publicity. Because the entertainment mode and venue of a single store are limited, other venues can be provided, such as booking (booking by time, paying attention to cost accounting).
1, theme: school dinner, our store provides free entertainment packages in the entertainment center.
2. Promotion method:
(1) All dishes (excluding drinks) in a single store will be 18% off.
(2) A single store holds a school dinner. Our store provides free entertainment tickets when the entertainment center arrives.
Finally, the banquet should be based on the improvement of dishes, services and grades.
1. Theme: Chongqing Yudeju Hotpot Restaurant congratulates all the students on their academic success, and expresses heartfelt congratulations and deep respect to the teachers who have trained outstanding "generals". "General style, a century-old hot pot."
2. Promotion method:
(1) Single store provides standard private rooms and deluxe private rooms.
(2) A single store recommends special dishes and new dishes to teachers and students.
(3) You can tell us the amount you will spend, and the store will provide you with rich dishes.
(4) Give thank-you cards, souvenirs and flowers.
The plan provided by the Planning Department aims to remind single stores to pay attention to this economic growth point. In practice, it will be different because of the distance between schools and single stores, students' consumption habits, local economic conditions, competition and other factors. Therefore, we suggest that single stores should conform to local characteristics when marketing, with the aim of attracting those students and teachers to spend money in our stores.
Marketing planning scheme format 5
1. Collect and analyze information in advance.
Before key account marketing/visiting, information must be collected and analyzed to provide a solid foundation for formulating key account marketing strategy. Information collection includes:
First, the industry situation of major customers, such as development trend, competition, and the status of major customers in the industry.
The second is the organization of major customers, such as organizational structure and purchasing decision-making process.
Third, the situation of the top (decision-maker) of the big customer, such as his background information, concerns, influential people, etc.
Fourth, the problem of big customers (related to the products you sell);
Fifth, the previous contacts between major customers and your company (if any);
Sixth, analyze the products marketed by yourself and your company;
Seventh, analyze your competitors;
......
2. Develop key account marketing strategies and plans.
On the basis of information collection and analysis, formulate appropriate marketing strategies and plans for key customers. In marketing strategy, there are six key elements that need the attention of marketing planners:
1. The marketing strategist should make clear who is the influencer of the purchase, that is, the decision-maker of the customer enterprise, and what are the characteristics of these people.
2. Make clear your advantages in marketing strategy. When selling, always pay attention to possible problems. Once you find a problem, you must first point out the problem, and then use your own strengths to solve the problem to ensure that the marketing strategy can be carried out smoothly.
3. Pay attention to the feedback method. In the process of communicating with customers, we should always pay attention to customer feedback, constantly verify our original judgment on customers from customer feedback, and finally come to the conclusion whether we can successfully market this customer. If you don't pay attention to customer feedback, marketers often can't get the desired results after spending a lot of energy and time.
4. Define the criteria for winning. Including the standard of winning by yourself and the standard of winning by customers. Only by defining the criteria for customers to win can we successfully communicate with customers and achieve successful sales.
5. Ideal customers. Faced with many types of customers, marketers should be good at judging which are ideal customers. Only in this way can sales have a greater chance of success.
6. Funnel principle. Faced with the high sales targets issued by enterprises, marketers often find it difficult to complete. In this case, the salesperson can neither ignore the objective difficulties, bite the bullet and accept the task, nor easily ask the enterprise to lower the sales target. The correct way is for marketers to "bargain" with enterprises and reasonably ask them for more resources to ensure that enterprises can complete their tasks on time and in good quantity.
3. According to the strategy and plan, start the marketing of key customers. When we begin to work, we should pay attention to two points:
1. At the same time of starting the basic marketing work (such as contacting/talking with technical departments, purchasing, etc.), it is necessary to (start) promote the relationship with senior executives (decision makers) of major customers, that is, to deal with them. Many marketers often make the mistake of only contacting the ordinary employees of big customers, not doing it, or ignoring the work with the top management of big customers. As a result, a lot of time, energy and even money were spent, and only low-level relationships were obtained.
In practical work, it often happens that a marketer (or company) has been doing business with big customers for a long time and seems to have a good relationship foundation. However, after the competitor changed a marketer, it was easy to take the order away. Why? The common reason is that the previous marketers, like this salesperson, all made low-level relationships and lost. The sales staff of marketing have more relationships with top customers (decision makers) and win more easily.
From this, we can conclude that only the most important enterprise management decision-makers who influence the customer enterprises can carry out successful marketing. For marketers, the most important decision-maker of a client enterprise is often not the president of the enterprise, but the decision-maker related to a specific project. Such a person is called a very important high-level, the most critical person for marketers, and his importance even exceeds that of the president of the client company. If marketers can meet such people and communicate with them effectively, the chances of marketing success will be greatly increased.
2. Develop relationships with top customers (decision makers). If you want to do it, you must do it well, otherwise it will be counterproductive. In this regard, you can click on "How to maintain the relationship with top customers in key account marketing", which has a detailed explanation!
Finally, it should be emphasized that it is very important to start the key account marketing, but the key is the collection and analysis of previous information, as well as the formulation of strategies and programs. Only by doing these jobs well can we find a good starting point, promote the key account marketing according to the plan and steps, and maintain a good relationship with the top management, so that the key account marketing can get twice the result with half the effort.
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