In order to ensure the orderly progress of work or things, it is essential to make a plan in advance, which is a written plan arranged from the aspects of purpose, requirements, methods, methods and progress. Then the question is coming, how should the plan be written? The following are five marketing plans I have compiled. Welcome to share.
Marketing planning scheme 1 1. Planning background
1, basic overview
France Ramon Wine Company owns five wineries, including ChateauChenuLafitte and ChateauBaby. These wineries have a long history of nearly 100~400 years. They have a gravel-clay mixed soil structure that is most suitable for wine grape planting, with rich shade, pure spray wells, vast territory and excellent vineyard quality. Through long-term cooperation with French professional wine research and development institutions, France Ramon Wine Company has obtained the most advanced grape planting and wine brewing technology in the world, and combined with the traditional craftsmanship of the winery to ensure the brewing of high-grade wines with good quality.
Dalian XX Group was established in 19 * *. Through continuous development, at present, there are more than 30 corporate enterprises under XX Group, which have become a comprehensive, cross-industry and cross-regional international enterprise group focusing on oil trade, oil transportation and agency, tourism real estate and red wine, and integrating IT, tourism and entertainment projects.
France is the hometown of red wine, and Bordeaux is the jewel in the crown of red wine. Dalian XX Group and Ramon Wine Industry from Bordeaux, France will cooperate in all aspects in wine estates, wine towns, Bordeaux wine museums, farms, castle hotels and other fields to produce XX wines belonging to Dalian people. The new XX red wine will be on the market soon.
2. Current market situation
Due to the climate, living habits and other reasons, Dalian people like drinking beer very much. If there is room for the impact of beer on wine at night, the double attack of liquor and beer in the catering field will limit its sales to a greater extent. Despite this, the first-line brands such as Great Wall, Changyu and Dynasty have never given up their business in this field: Great Wall has launched an all-round attack, Changyu has focused on promoting cabernet products, and Dynasty has achieved outstanding sales. Therefore, if you want to show your strength in the Dalian wine market, you need to do enough work.
3. How to break through?
Scientific lectures and feeling healthy are the best transition for wine consumers from perceptual consumption to rational consumption. It is believed that a XX red wine planted, picked, brewed and produced by French experts, which can fully reflect the original style of Bordeaux, will be perfectly presented in Dalian. Pay attention to health, know how to preserve one's health, and choose "French brewing" XX red wine first.
Second, the planning purpose
1. Create and spread the image of XX wine, make it a household name, improve competitiveness and influence, and establish a brand.
2. Promotion of New 2. XX red wine products.
3. Strengthen people's understanding of health and health preservation knowledge through expert forums.
4. Promote people's understanding of red wine through expert forums.
Third, the form of activities.
Topic of Forum Lecture: Pay attention to health and health preservation
Fourth, the guests of the event
1, leader of Dalian
2.XX wine members and existing customers
3. MBA professors from Dalian University of Technology and Dongbei University of Finance and Economics.
4. Staff of China-Europe International Alumni Association
5. Dalian entrepreneurs
6. Relevant media personnel
Verb (abbreviation of verb) activity arrangement
Time: April 8, 20XX
2. Location: Hall A of XX Hotel
3. Number of participants: about 100.
The main activity flow of intransitive verbs
(before the event)
1, communication meeting for all staff, division of labor among relevant personnel, contact list, and confirmation of project leader.
2. Prepare relevant documents and materials.
3. Prepare a list of activities.
4. Guest invitation.
5. Check the layout design of the site selection.
6. Relevant publicity activities
7, there is a problem, timely communication with relevant personnel.
(activity)
1, admission: 13:30, rendering the atmosphere of the venue and showing a promotional film, admission guests.
2. Sign-in: Guests will sign in. Organize photos and videos.
3. Receiving gifts: After the guests sign in, they will receive gifts at the sign-in desk.
4. Guests enter the venue to taste red wine and food by themselves.
5. Cycle warm-up music and introduction of new XX wine products.
6.Start: 13:58 Play video clips to create an opening atmosphere.
7. Start time of the forum 14:00. The host's opening remarks.
8. Speech
Speech1:14: 00—14: 05 Speech by the leaders of the School of Economics of China Europe International Business School.
Speech 2:14: 05-14:10 Dalian leaders' speech.
Speech 3: Speech by XX wine leaders.
9. The first half:14:10-14: 50 health and wellness seminar.
10, the rest: 14:50- 15:00 wine.
1 1, the second half: 15:00- 15:40 health and wellness seminar.
12, interaction time: 15:40- 16:00, free to talk and ask questions.
13, conclusion:16: 00-10/4, end of activity:10.
(After the activity)
1, take stock of the remaining items and sort them out.
2. Thank the relevant personnel.
3, video, photos and other follow-up processing.
Marketing Planning Scheme 2 Many industries have already had successful cases of WeChat marketing, so how to conduct WeChat marketing in the mall industry?
First, establish a formal WeChat platform, WeChat official account.
The limit of public account on WeChat platform is very low. Even a very small individual can successfully establish an account on the WeChat platform for his own brand, which is also a convenient condition for Tencent to carry out marketing for enterprises, and also illustrates the general direction of WeChat marketing.
After the establishment of WeChat official account on WeChat platform, it is necessary to skillfully improve enterprise information, push its own advantages, push its own products and services, and push publicity information to users with a small tool. It is easy to establish relationships with users.
Second, conduct marketing activities on WeChat platform.
Wechat marketing public platform has rich functions and simple operation. The content that the enterprise wants to operate needs to meet the requirements of the certification platform, which is conducive to the online consulting business of the industry. A lot of information involves personal privacy and needs one-on-one reply. It is also very important that the WeChat platform needs to be equipped with special customer service management and have certain professional product knowledge.
Third, use the characteristics of WeChat for marketing. The positioning function of WeChat can show you the information of people nearby, greet users after positioning, and also play a certain advertising role (we can adopt our WeChat positioning marketing scheme).
Fourth, choose high-quality push content, let users build a reputation for you, and share the brand knowledge of the products they use from time to time. These useful information will attract users to share, and invisibly promote the enterprise. After that, we will sort out and analyze the response of the shared content, and constantly improve and innovate.
5. Establish WeChat customer files, push blessing information to users on special festivals, establish good communication relationships, and make your company's reputation in users' word of mouth continuously improve.
None of the above operations is very difficult, but the key lies in the planning in advance and the execution of activities. As long as you do it with your heart, you will get unexpected results.
Chapter 2: WeChat marketing planning scheme (accurate WeChat positioning marketing)
Since the launch of WeChat in 20xx, the number of users of WeChat has reached 700 million in more than one and a half years. Wechat marketing has also formed a wave, and many businesses have turned their attention to this rapidly developing new application. What are the irresistible modes of WeChat marketing?
1, grassroots advertising style-check the people nearby
Product Description: The LBS-based function plug-in "View People Nearby" in WeChat can let more strangers see this compulsory advertisement.
Function mode: After clicking "View Nearby People", users can find nearby WeChat users according to their geographical location. In these nearby WeChat users, in addition to displaying basic information such as the user's name, the contents of the user's signature file will also be displayed.
Rong. So users can use this free advertising space to promote their products.
Marketing method: Marketers run WeChat 24 hours in the background in the most crowded places. If there are enough users of "Check the people nearby", the advertising effect will be good. With the increase of the number of WeChat users, this simple signature bar may become a mobile "golden advertising space".
2, O2O discount-sweep
Product Description: Since the development of QR codes, more and more of them have been used for commercial purposes, so WeChat followed suit and started commercial activities in combination with O2O.
Function mode: put the QR code pattern in the photo frame, and WeChat will help you find the QR code of your friend's company, and then you will get membership discount, business discount or some news information.
Marketing method: Adding QR code scanning to mobile applications, and then providing users with merchant discounts and concessions, this O2O method has long been popular. And there are so many similar apps in the app supermarket that you don't know how to choose. It goes without saying that there are hundreds of millions of active users on WeChat.
3. Interactive marketing-WeChat public platform
Product Description: For mass media, celebrities and enterprises, if the social sharing function of reform and opening-up platform+circle of friends has been started and WeChat has become a marketing channel that cannot be ignored on the mobile Internet, then the launch of WeChat public platform will make this marketing channel more detailed and direct.
I have been in contact with you for more than a year, and I have been thinking about it in recent days. I have put forward the following scheme through the network, hoping to help the company's enrollment work.
Find the micro-blank area of the market first, or imitate it again.
1, get in touch with the primary and secondary schools in the region, reach an agreement with the heads of English teaching and research groups in each school, and carry out a series of activities such as English class trial, happy English corner, English improvement plan, etc. Of course, if we can persuade English teachers to publicly recommend English training to students in class by way of commission, the effect will be better.
2. Give special training, give gifts and stationery to groups or individuals with special news value among primary and secondary school students in this area (such as children of poor migrant workers, children of martyrs, teenagers who have lost their feet, and "three good students" with physical disabilities), and seek relevant media to report.
Second, make full use of the platform of the school and the community to establish a good image of your school in the hearts of teachers, students and parents;
1, typical demonstration:
Cooperate with some communities, primary and secondary schools, and select some children (the number of places in each community and school is limited) to participate in the intensive English training camp (1-2 days)-children are the most greedy, and naturally they can't help but want to participate when they see the children who have participated in English training in the same school and at their doorstep come back with a happy face.
2. Provide gifts:
Personally, I think the success rate of distributing leaflets at the school gate is very low, and signing bills is even more common. Parents are tired of it. It's best to choose some schools and send some special gifts, such as English exercise books (with your school's LOGO and advertisements on the cover and title page) and Thanksgiving Day. New Year postcards (cleverly added with advertisements and blessings), letters of condolences to parents, and so on. (At the beginning of school, relevant institutions issued a curriculum with LOGO and a pad. Card stickers, etc. ) low cost and good impression.
3. Additional training:
Your school can play attractive propaganda slogans at different times according to the special needs of students.
For example, for students who take part in English training in winter vacation, your school will send experienced senior teachers to help students complete all the winter vacation homework (or the English part of winter vacation homework); For students who have serious deviations in a subject other than English, your school can send someone to tutor them separately for three times, and so on.
4. According to the time:
Choose some specific time periods (such as parents' meeting, sports meeting, festival celebration, etc.). ) to carry out special publicity activities.
Third, with the help of other social resources, carry out English training and enrollment in your school:
1。 Cooperate with relevant media to jointly carry out large-scale English speech contest, recitation contest and song contest. Can be divided into "children's group" and "juvenile group"; The specific operation draws lessons from the mode of "super girl and fast man". In the preliminary and semi-finals, 10 enters 7, 7 enters 5, 5 enters 3, and finally an "English Superman" is selected.
2. Children are the treasures of the family, and young mothers value their children's academic performance most. Therefore, you can set up a point in front of a large shopping mall to conduct English training and publicity in your school; Even cooperate with the clothing city and cosmetics counters frequented by local white-collar mothers-if the cosmetics/clothes purchased by the mother here exceed a certain limit, her baby can enjoy corresponding discounts when attending English training in your school.
4. Set up a booth in the local park, and set up an enrollment promotion point in the park on weekends and holidays.
Marketing Planning Chapter 4 Love Leads to Health —— Caring for Mother's Health
In order to show the company's corporate culture, promote market sales and lay a solid foundation for the big events at the end of the year, this plan is specially formulated!
1. Activity time: Sunday, May 13, 20xx (each market can adjust itself).
Second, the theme of the activity: Love leads to health-caring for mother's health.
Third, the main points of operation
(1) Target customers: old customers who are serving, customers who are serving, customers who are interested in health, etc.
(2) Before May 19, list all mom customers and invite them to the tea party, combining with "Island Tour in Taiwan Province Province?" * * * Enjoy the family "theme: Love leads to health. This paper expounds that Mother's Day is an important activity of our centenary trip to China, and it is also one of the important activities to repay our mother and care for her health. At the same time, it briefly describes the related matters of activities in Taiwan Province Province at the end of the year, indicating that buying early benefits early and getting points early! Combine Taiwan Province activities with Mother's Day organically, so as to stimulate the enthusiasm of customers, and then promote the overall promotion of sales!
(3) Before May 9, the "Mother's Day send warm" activity will be held, and employees will visit customers at home, and the following work is required:
1, send greeting cards, send carnations;
2. Help customers do housework for a day;
3. Organize employees to buy food, cook and wash dishes for customers. This work must be arranged at a good time;
4. Wash customers' feet, beat their backs, walk with customers, etc.
Through the above activities, let customers feel the greatness of being a mother and be proud of being a customer of XXX company, thus strengthening customers' expectations of health and longevity, thus transforming them into products and starting to sell!
(4) Before May 1 1, conduct a second home visit and invite participants.
Highlights of activities and words:
1, the leaders attended, showing infinite concern! In order to celebrate Mother's Day and express the gratitude and care of the company leaders, the company's senior leaders and guests attended the event.
2. The big secret of XXX company's caring for its mother (telling the company's development history, major events, and its determination to repay customers and carry out the health cause to the end in the future).
3. All participating mothers will receive a mysterious gift.
4. Family rewards are great, with great value and great feedback.
5. Professional program performance and happiness lottery.
6. Ten "special mothers in XX area" will be selected and awarded by the leaders.
Four. Activity flow
07: 15 staff admission
At 07: 30, customers enter the venue (start playing background music, such as "Mother by candlelight" and other songs).
At 08: 30, the host announced the official start of the activity.
08: 30-08: 35 Song and Dance Performance
08: 35—08: 40 Leader's Speech
08: 40-08: 45 Solo: Mother (Yan Weiwen) (the big screen flashes at the same time) 08: 46-09: 10 "Grateful Heart" monologue → employee monologue with "Grateful Heart" sign language (the background music is light music "Grateful Heart", the main light is turned off), and the monologue content should be touching.
I'm Xiao Liu from Shandong. I remember I was a stranger when I first came to the company. Coupled with repeated rejections and incomprehension, I once thought about giving up. But I hesitated when I saw my uncle and aunt's illness. When I saw that my uncle and aunt were healthy with Jia, I strengthened my choice?
2. I come from Xinjiang. I haven't been home for three years. I miss my mother very much, especially today every year. For three years, I have always regarded Jia as a writer and my uncle and aunt as my parents. Today is Mother's Day. Please allow me to shout "Mom, I love you!" " ?
Then "I love you" → arrange to turn off the lights, and the manager will slowly push the lit cake from the background to the front desk with the music of "Only mother is good in the world". At this time, the employees will send carnations to your mothers again, hold your mother gently and send a sentence "Happy holidays, mom!" " Let the whole venue look mysterious and warm. 09:10-09:15 At the end of the monologue, the employees walked off the stage to give flowers to the female customers and hug them. Choose a representative to cut the cake and give it to the customer.
09: 15—09: 30 Tell the achievements of the Great Hall of the People with grateful information and broadcast a short film.
09: 30- 10: 00 Professor gives a lecture.
10: 00 ——10: 20 to share with old customers.
10: 20 —— 10: 25 announced the preferential policies.
10: 05—11:50 Consultation, promotion and lottery (ordinary light music in the background)
11:50—12: 00 Ten Special Mothers Awarding Ceremony
12: 00 lunch
Ends at 12: 30.
Verb (abbreviation of verb) leader's speech
Leaders, distinguished guests, intimate friends and mothers present: Good morning!
On the day of celebrating Mother's Day today, we hope that all the children in the world will care for their mother's health and let her have a healthy and straight body and a happy smile again?
Finally, I wish the mothers in the world a happy holiday again! I wish the mother in the world will always be young, healthy and happy! I wish all mothers in the world a safe spring and autumn!
Six, "grateful heart" monologue
This is a true story. The hero of the story is a female college student in Taiwan Province Province.
Four years later, she successfully completed her studies and rushed home to tell her mother the glory she had won in the past four years. She kept imagining her mother, waiting anxiously for her daughter's return at the door. Four years, how long! Miss, how urgent it is! But when she returned to the door, she froze. She didn't see her mother standing at the door waiting for her. What she saw was a big rusty lock and the door was covered with weeds. She slapped the door wildly and kept calling, "Mom, I'm home. Open the door. Mom, your daughter has come back from school. Come out and see! " ? "
The kind neighbor told her mother everything she had done to make her study in her heartbreaking cry.
The truth, all this, she understood, she ran to her mother's grave like crazy, grabbed the loess, and the piercing cry spread all over the mountain-"Mom, why didn't you wait for me? I don't want to go to college. I just want you back! " Mom, get up, get up and look at me, okay? "
It turned out that she had lost her father since she was a child, and it was her poor mother who brought her up with great pains. She is very sensible, and her grades in primary and junior high schools are among the best! But when she was in high school, her mother used the money she earned from selling coolies to help her pay her tuition, but everything at home was sold and her mother couldn't afford it!
In desperation, she thought of this. As a result, my daughter lived up to expectations and was admitted to the most famous university in Taiwan Province Province. How happy her mother is! When she sent her daughter to the long-awaited university, the family was already very poor, and there was nothing to sell for her daughter to go to college, so she fell down with fatigue.
Daughter is everything to her. She would rather have no life of her own and let her daughter go to college with peace of mind. My mother thought: After finishing college, my daughter can find a good job, and with her looks and talents, she can find a good family! Being seriously ill is just a burden to my daughter. She doesn't want to drag her down. She wants to do something for her daughter at the end of her life.
My mother went to the hospital with tears in her eyes and signed an agreement to sell her whole body organs. She entrusted her neighbors to send her money and dozens of letters in batches every month after her daughter died. In the letter, her mother told her daughter not to worry about her mother, but to wait for you to come back after your studies! She-a great and ordinary mother-passed away quietly without regret! The unsuspecting daughter thought her mother was doing well when she received letters and living expenses under her mother's name every month. In order to make her mother work harder, she scrimped and saved, waiting for the day when she finished her studies with her dear mother. However, reality is always cruel! A reality that cannot be faced but has to be faced is always tearing people apart. There are countless mothers in the world who are repeating the same story. She wants to thank her mother. We also want to thank our mothers and all the mothers in the world, as well as all the kind people! Later, she wrote this song. The name of this song is "Grateful Heart"-dedicated to the mothers of the whole world! Mom!
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