Double Eleven Marketing Campaign Planning Model 1 1. Promotion Purpose
The ultimate goal of promotion is to sell goods by hook or by crook. The same is true of online shop promotion, but it is not effective to do it casually. Half-price promotion of Singles Day in Taobao Mall is a hot promotion method recently.
Second, the process of promotion.
1. Determine the products to be promoted and prepare sufficient commodities. Different commodities have different promotion methods, and different seasons have different commodity promotion. During the promotion period, the goods will sell faster than usual. Therefore, adequate stocking is a guarantee. If it is often out of stock, it will not only affect the sales volume, but also affect the buyer's sense and praise. If you meet a buyer who is not very talkative, it is really bad for you. Even if it can be cancelled, it will waste a lot of time and energy.
2. Determine the customer base: The most important thing after determining the product is to find the promotion target. The promotion target is your target consumer group, and these talents are your audience. Therefore, promotion must spread promotion information for your target group and find your target consumer group, and promotion will be effective. If you sell yourself, the way to sell is just to cast pearls before swine.
Third, make a promotion plan.
L members, the points are improved.
2 discount promotion.
Give away samples for promotion.
4 lottery promotion.
5 red envelope promotion.
6 auction.
Actively participate in various promotional activities initiated by Taobao.
⑴ Promotion of membership and points: All customers who buy our products become members of our company. Members can not only enjoy shopping discounts, but also accumulate points and exchange goods for free.
Advantages: This promotion method can attract customers to buy in the store again and introduce new customers to buy in the store, which can not only make customers get more benefits, but also consolidate old customers, expand new customers and enhance customers' loyalty to the online store!
⑵ Discount promotion: Discount, also known as discount, is the most commonly used staged promotion method at present. Because discount promotion directly benefits consumers and makes customers feel the benefits very directly, this promotion method is more immediate.
A. direct discount: find an excuse to discount sales.
Advantages: it meets the needs of festivals and will attract more people to buy. Although the unit profit will decrease after the discount, the sales volume will go up and the total sales revenue will not decrease. At the same time, it will increase the visibility of the store and have more customers, which will also promote future sales. Why not?
Suggestion: The promotion effect of this promotion method also depends on the price sensitivity of the goods. For goods with low price sensitivity, it is often futile. However, due to the particularity of online marketing, direct discount sales are easy to arouse customers' doubts and are generally not recommended.
B. Discount in disguise:
Free postage, the price of a single commodity is slightly lower than the price required for free postage, and two or more commodities are combined to meet the requirements for free postage. Sell these goods at a discount.
Advantages: more user-friendly, and the discount does not show traces!
Suggestion: The product combination is very knowledgeable. A good combination can make consumers very satisfied, so we must find related products to combine.
C, buy and give promotion
In fact, this is also a disguised form of discount promotion, and it is also one of the most commonly used and effective promotion methods.
Advantages: let customers feel that they spent the same money to buy more products, happy!
Suggestion: the key to the application effect of buying gifts is the choice of gifts. A suitable gift will play a positive role in promoting product sales, while choosing an inappropriate gift can only be a loss of wife and soldiers. Your costs have gone up, your profits have gone down, and your customers are ungrateful!
(3) Give samples for promotion.
When new products are put on the market for trial use, products are updated, competitive brands are confronted, and new markets are opened up, good promotion results can be achieved by using gift promotion.
Advantages: make customers loyal to the products.
Suggestion: Only products with excellent effects can be tried.
(4) Lottery promotion
This is a kind of promotion method with the nature of Bo X, and it is also one of the more extensive promotion methods. Because more choices are attractive prizes, which can attract consumers to the store and promote product sales. Several problems that should be paid attention to in lottery promotion;
A prizes should be attractive, and high-value products can be considered to attract people to participate;
B. The way to participate in activities should be simplified, and it is difficult to attract customers to participate in activities that are too complicated and difficult;
C the fairness and impartiality of the lottery results. Due to the virtual nature of the network and the wide geographical area of the participants, the authenticity of the lottery results should be guaranteed to a certain extent, and participants can know the progress and results of the activities in time through emails, announcements and other forms.
5] Red envelope promotion
Red envelopes are a special promotional item on Taobao. Sellers can flexibly formulate the rules for giving and using red envelopes according to the different situations of their stores.
Advantages:
Can enhance the popularity of the store, because the red envelope has a time limit, so it can promote customers to buy again in a short time, effectively forming customer loyalty!
(6) Auction:
Auction is one of the most effective ways to attract popularity on the Internet. Because both Yuan Pai and He Pai have special exhibition areas on the first side of Taobao, the goods entering this area can get more exhibition opportunities, and Taobao buyers will also enter their stores to browse more goods because of the auctioned items, which can greatly improve the chances of commodity transactions.
I have actively participated in various promotional activities sponsored by Taobao:
Taobao will organize different activities in different sections from time to time, and sellers who participate in the activities will get more recommendation opportunities, which is also a good way to enhance the visibility of the store and promote sales. If you want more people to pay attention to your store, you must seize this opportunity, so don't forget to pay attention to the activities held by Taobao on Taobao's home page, payment page, bulletin board, etc., and actively participate!
Fourth, create a good promotion atmosphere.
Effectively use store decoration, announcements and messages to create a hot atmosphere. Some people do promotion, do a good job of publicity outside the store, but turn around and leave after entering the store. It's just that the atmosphere in the store is not good. Promotion is the same as when you are not promoted. It was abandoned. There is no promotion in the store announcement and there is no promotion information in the news. When you enter the store, you won't feel a little popular and promotional atmosphere. Promotion should be "vivid"! Cold and clear, can you keep customers?
Verb (abbreviation of verb) summarizes the effect and lessons of promotion.
Organizing sales promotion is also an experience. After the promotion, the store manager should make an analysis of the promotion results, including traffic, sales volume and click-through rate. This time, are the target consumers interested in the formula products, or are they more interested in other products on the website? At the same time, we should also analyze and compare the promotion activities of competitors and find out what we can learn from them. Competitors sell better than themselves, which definitely shows that their promotion plans are not attractive to others, and the process of analysis is also a learning process. Summarizing the promotion activities can effectively help the store manager improve his promotion level, find out the shortcomings of the promotion activities in this summary, and make adjustments in the next activity. Although promotion is a good way to increase sales, it also needs constant exploration and summary to achieve the expected results.
Model of Double Eleven Marketing Program Part II I. Purpose of the event
Double 1 1 is a festival for e-commerce over the years. Activities and publicity are very strong, with many participating brands and rich forms of activities. As an offline physical mall, we need to grasp the concept of "double 1 1 shopping carnival" and carry out winter clothes promotion activities when the temperature drops. It should be more different from e-commerce in terms of activity intensity, marketing methods and field experience, thus highlighting its characteristics. Activities are integrated from department stores, supermarkets, restaurants, cinemas and online micro-stores. Give customers a unique and attractive shopping carnival experience.
Second, the activity time
165438+17 October to 1 1
III. Contents of activities
Discount promotion:
1, double 1 1 Beautiful clothes: 500 yuan minus 200 yuan in autumn and winter department stores.
2, double 1 1 cosmetics for your choice: cosmetics (_ _) full of 400 yuan minus 80 yuan. Double 1 1 Super Skin Care Set is as low as 30% off!
O2O (online and offline interaction), grab100000 coupons in advance!
1,100000 vouchers are snapped up for free! After the department store is discounted, the full amount will be reduced, as low as 30%!
Four. Detailed rules of the activity
1)165438+1October1to 10, the official wechat officially launched the ticket grabbing activity. Customers only need to pay attention to the official WeChat, click on the ticket grabbing page, and they can select 30 discount gift certificates, and double-click to get coupons (each coupon will automatically generate a discount code).
2) Only 10 cards are allowed per person and brand.
3) On the day of double 1 1, the customer can enjoy the discount of 50 yuan, 30 yuan and 20 yuan after the discount of the corresponding brand with the coupon discount code.
4) Only one discount coupon can be used for a receipt.
Remarks: the starting point of discount coupons is determined according to the actual customer unit price of each brand, and the full discount is borne by suppliers and shopping malls in different proportions. This activity is mainly to attract online customers to the store.
2, _ silk counterattack white, victory! 0. 1 1 yuan, 1. 1 yuan, 1 1 yuan,10 yuan hot grab super items!
165438+1from October 7 to 1 1 daily, only 0. 1 1 yuan,1./yuan,// Each model is limited while stocks last. Micro-store online payment can be successfully killed!
Item suggestion: 0. 1 1 yuan _ _),
1. 1 Yuan (supermarket environment-friendly tableware box, handkerchief paper/strip, potato chip set, the price is around 5 yuan)
1 1 Yuan (xx bath towel, xx mask set of 2, xx furniture cute rabbit, the price is around 30 yuan).
1 10 yuan (comfortable quilt, pillow, price around 250 yuan)
Remarks: Estimated cost 1300 yuan. (Food stamps are sponsored by merchants)
Category marketing: Shuang 1 1 is a large-scale promotion activity of the shopping mall 1 1, and all categories should carry out activities (discounts or gifts). It is suggested that men's wear, women's wear, shoes, cosmetics, fine products, bedding and children's wear should all have representative brands or highlights to participate in the activities. The following four categories: single products need to be highlighted, and matching and warm recommendation need to be added in the channel light box and counter shopping guide.
1) Winter clothes (thick clothes, coats)
2) autumn and winter accessories (scarves, hats)
3) Bedding winter quilt
4) Supermarket Winter Hot Pot Festival Goods
vip marketing
VIP recruitment: Shopping mall 500 yuan can get a VIP card for free if it spends more than 5,000 yuan a day, and it can be upgraded to a diamond card if it spends more than 5,000 yuan a day.
1, double 1 1 VIP customers free delivery: double 1 1 arrive at the store on the same day and get the designated hot drink in _ _ sweetheart drink. (Opening sponsorship, free of charge)
2. Double 1 1 VIP customers can play for free: the diamond card VIP card can take the children to the amusement park once for free.
Cultural marketing:
1, double 1 1, strip off and go now!
1) Play the customer's confession for free, and enjoy the sunshine in the WeChat sharing area for free.
Venue: radio station on the first floor
2) Single men and women can sign up for the "Heart to Heart" activity. Single men and women will randomly form different "hypothetical situations" to participate in couples' interactive activities. Sincerely, hold hands at once!
Registration place: small stage area on the second floor
Remarks: The specific operation rules and project rules of the activity are attached separately.
2. Double 1 1, Singles' Day venue and Singles' Day walk (special activities of 4F Cinema Singles' Day)
Single men and women can buy exclusive tickets for single aristocrats at the front desk, and girls can enjoy a 40% discount. Boys can get a rose when they buy tickets. Seats are randomly matched for men and women.
Activity time: 165438+ 10/01.
Venue: Movie Hall 1 and Hall 3 (details are subject to the specific viewing time)
Atmosphere layout:
1. Main exhibition area of the gate/category exhibition area of each floor:
The comprehensive exhibition area of fashion winter clothes follows the popular elements of autumn and winter. During the event, the simulated dialogue logo of Singles Day in the exhibition area will be added.
For example, Singles Day comes to _ _ shopping mall = _ silk attacks white and other distinctive signs.
Remarks: The men's and women's department of the department store is responsible, and the display team is responsible.
2. Counters, escalators and elevators on all floors: light boxes and vertical POP racks.
Cost budget (omitted)
Remarks: Please refer to the mall logo for details of the event.
Double eleven program 5
First, the store profile
_ _ Fashion Store is wholly owned by _ _ Fashion Store Clothing Co., Ltd. _ _ Fashion Store brand was founded in 20__, and _ _ Fashion Store is a well-known Internet fast fashion brand in China. As of September, 20__, _ _ Fashion Store has _ _ business departments, with more than _ _ employees and more than _ million members. It is a representative enterprise of _ _ e-commerce.
Second, the brand story
_ _ Fashion Store is the first brand of xx, with four brands, namely women's _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Positioning of each brand:
_ _ Fashion Store _ _ —— The first brand of women's clothing in XX
_ _ Fashion Store _ _ —— XX Men's First Brand
_ _ Fashion Shop _ _-XX No.1 Children's Wear Brand
Third, the purpose of promotion.
First of all, the ultimate goal of promotion is to sell goods by hook or by crook. The same is true of online shop promotion, but it is not effective to do it casually. Half-price promotion of Singles' Day in Taobao Mall is a hot promotion method recently.
Second, the promotion process:
1. Determine the products to be promoted and prepare sufficient commodities.
2. Determine the customer base.
(1) Determine the products to be promoted and prepare enough goods. Different commodities have different promotion methods, and different seasons have different commodity promotion. During the promotion period, the goods will sell faster than usual. Therefore, adequate stocking is a guarantee. If it is often out of stock, it will not only affect the sales volume, but also affect the buyer's sense and praise. If you meet a buyer who is not very talkative, it is really bad for you. Even if it can be cancelled, it will waste a lot of time and energy.
(2) Determine the customer group: The most important thing after determining the product is to find the promotion target. The promotion target is your target consumer group, and these talents are your audience. Therefore, promotion must spread promotion information for your target group and find your target consumer group, and promotion will be effective. If you sell yourself, the way to sell is just to cast pearls before swine.
Four. Activity time and method:
Activity time: 20__ _ _ _ 165438+ 10/00: 00 to 165438+ 10/:23: 59:.
Activity mode: gold coin elutriation: choose 10 product (family support) for gold coin elutriation with high cost performance: choose 3 products (family support) for family goods, the original price is 699, and the gold coin elutriation price is 399 100 gold coin, with a discount of 5-7%, and some small gifts, such as gift cups, are also included.
Verb (abbreviation of verb) material preparation
(1) Preparation of packaging materials: ensure the inventory of all kinds of packaging bags and boxes involved in promotional activities, and preliminarily sort out some specific packaging in advance, as long as the goods are put in. You can also pack the goods directly in advance, make the express delivery form and mail the documents directly for delivery;
(2) Paper storage for express delivery and invoices, printer debugging and preparation of printing consumables (ribbons and ink cartridges). In order to improve the printing speed, it is not recommended to use ordinary needle printers to print invoices during the double 1 1 promotion activities, but to use laser printers or thermal label printers to print invoices. For businesses that need to print distribution summary tables or sub-distribution summary tables, they must prepare high-speed inkjet or laser printers and their consumables.
(3) The requirements put forward in this activity are more about the service requirements of the merchants, especially the requirements of the delivery link, requiring all xx customers to deliver them first within 2 days. Therefore, it is suggested that there should be obvious text marks or color marks on the packaging or face sheet. Used for quick sorting.
Six, summarize the promotion effect and experience.
Organizing sales promotion is also an experience. After the promotion, the store manager should make an analysis of the promotion results, including traffic, sales volume and click-through rate. This time, are the target consumers interested in the formula products, or are they more interested in other products on the website? At the same time, we should also analyze and compare the promotion activities of competitors and find out what we can learn from them. Competitors sell better than themselves, which definitely shows that their promotion plans are not attractive to others, and the process of analysis is also a learning process. Summarizing the promotion activities can effectively help the store manager improve his promotion level, find out the shortcomings of the promotion activities in this summary, and make adjustments in the next activity. Although promotion is a good way to increase sales, it also needs constant exploration and summary to achieve the expected results.
Model of the Double Eleven Marketing Program Article 3 I. Purpose of the event:
Singles Day is an entertainment program for young people. 65438+1 October 1 is Little Singles' Day, 65438+1 October1and165438+1October1is Middle Singles' Day. This activity revolves around the main line of "Shopping on Singles' Day", fully highlighting the holiday characteristics of Singles' Day entertainment and impressing consumers with very human activities. Through the promotion activities of otaku series products, we will strive to win the peak of sales volume, personalized word of mouth and price word of mouth, and truly deepen our holiday market.
Second, the activity time:
20xx 1 65438+1October 9-20xx165438+1October1.
Third, the theme of the event:
"Ode to Happy Bachelor, and the ceremony will be overwhelming."
Four. Activities:
"Happiness is in Liansheng, and bachelors buy big."
1, during the "Ode to Happy Singles Day" activities, super shocking prices were launched every day. Let customers feel the tangible benefits. And promote the instant noodle products that the single otaku otaku group loves.
2, "Lian Sheng sends affection, and bachelors give gifts". Anyone who buys more than 200 pieces in this supermarket will be given a beautiful gift and apply for xx supermarket membership card for free. (Gifts imply fashionable items, such as personalized jewelry)
3, "Ode to Happy Luck" The lucky turntable keeps turning, and the gift is sent again! Customers who shop all over 66 yuan in this supermarket have the opportunity to turn the wheel of fortune once, 132 yuan twice, and so on! You can get the corresponding prize in the pointer.
4. "Ode to Joy Member" launched hundreds of member products, which made members feel that there is a substantial difference between getting a membership card and not getting a membership card. Let customers who are not members see the benefits of membership and want to become our members. Let Liansheng's membership card become one of the essential items.
5, "Ode to Happy Fashion" fashion home textiles also give gifts, and happy coupons can't stop! Anyone who spends over 100 yuan on home textile shopping can get a home textile shopping voucher from 20 yuan. 200 yuan can get two shopping tickets, and so on!
Verb (abbreviation of verb) coordination of activities;
Purchasing Department: Negotiate with suppliers about the appropriateness of activities and gifts.
Operation office: provide site and pile.
Planning department: venue layout, poster production and distribution, activity supervision and implementation.
Cost budget of intransitive verbs:
The gift cost is xx million, the publicity cost is xx million, and the personnel cost is xx million.
Model of Double Eleven Marketing Program Part IV I. Theme of the event
Low-priced storm snapped up by the whole people (dear, did you buy it? )
Second, the activity time
20__ year 1 65438+1October 9th —— 20 _ _ year165438+1October.
III. Contents of activities
Activity 1: 50% off the ultimate carnival (165438+1October 1 1).
From 1 1, 20__, 1 1, 10, the whole audience will be sold at 50% discount, and low-priced storms will sweep the city!
(Note: The whole audience must be involved in the activity to achieve the cluster effect. )
Activity 2: Go shopping with courtesy and luck (165438+9 October-1 1 October).
Customers who shop in _ _ _ _ _ _ during the activity can participate in the lucky draw if the amount of a single memo reaches 1 1 yuan.
First prize: 1 brand smart phone, worth111yuan.
Second prize _ _ two supermarket shopping cards, worth11/yuan.
Third prize, 6 vacuum thermos cups, one worth 60 yuan.
Fourth prize, 20 soul mates, worth 30 yuan's roll paper.
Participation prizes: 2000 exquisite gifts, one for 2 yuan.
(Note: The lucky draw is to scratch the card as soon as it is opened, and the gifts are given in kind. )
Activity 3: Double the sweetness of a person's holiday (20__ years165438+1October1)
Give 0 yuan+1 yuan lollipops after shopping (2 yuan/root, 200 copies).
Over 1 1 1 yuan+1 1 yuan, give 2 boxes of chocolates (25 yuan/box, 40 copies).
Sweetness is limited until the gift arrives. )
Four. Activity cost forecast
1. The estimated cost of the lottery scratch card is 1000 yuan, and the winning fee is 8000 yuan, totaling 9000 yuan.
2. Double sweet activities. Estimated activity cost 1500 yuan.
3, posters and advertising costs 5000 yuan.
The estimated total cost of this activity is 15500 yuan.
(Note: 7,000 yuan can be shared by the merchants, and the cost sharing will be finalized in consultation with the merchants in the early stage of the event to facilitate the smooth development of the event. )
Verb (abbreviation of verb) activity promotion
1, advertising, using newspapers to put in 2 issues 3-5 days in advance.
2, large-scale facade advertising and supermarket DM single-phase combination, so as to attract customers.
3. Broadcast in supermarkets and promotion in different places. , increase publicity.
4. Use floor stickers, flags and publicity signs, plus festive music to create a good atmosphere for activities.
Taking advantage of the arrival of this "Double Eleven", we decided to hold an activity to promote brands and stores.
I. Theme of the event
Tell your favorite TA loudly.
Second, the activity time
20 years 165438+ 10/01.
Third, the object of the activity
/kloc-single men and women around 0/8-40.
IV. Purpose of the activity
Since it is Singles' Day, we might as well hold a "Singles' Day Friendship" in the store, 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 store arm itself with all its strength. The team in the store carefully creates a beautiful makeup for you. This is also an excellent opportunity for stores to enhance brand awareness and increase customer trust.
Verb (abbreviation of verb) activity content
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 can also get "paired" and "lifetime" product packages in the store. These love packages are prepared for consumers free of charge in the store while stocks last.
These activities are free to participate. All the guests present can get samples of cosmetics and send them to their favorite partners after purchasing high-end in-store products. If the confession is successful, the two will go to the "Happiness Gate" to receive the gift from the store.
Activity plan 2: Happiness is within reach.
On June 2020, 5438+065438+1October 1 1, as long as customers go to the site to buy products, 100% won the prize. 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.
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 in-store activities in the future. Of course, if the store can really be a couple, there are also many beautiful women.