Planning scheme for the Goddess Festival of the Bank 1 I. Background of the event:
March 8th International Women's Day is an annual Women's Day. With the continuous improvement of women's status in modern society and the increasing independent economic ability of women, Women's Day has gradually become a marketing festival that merchants attach great importance to, and banks have also launched a series of marketing promotion activities that make women feel excited. The promotion plan of China Everbright Bank on March 8th is to promote products and brands according to the specific holiday atmosphere, take advantage of consumers' psychology, take the initiative to attack, carefully plan, and comprehensively use marketing means such as network layout, interactive marketing, roadshow publicity and media promotion to seize market share, improve product sales power and enhance brand affinity and influence.
Second, the promotion purpose:
Introduce a series of wealth management products of China Everbright Bank.
Improve brand awareness and reputation.
Expand the influence and appeal of the brand through activities.
Increase the credit card limit of China Everbright Bank Sunshine Card.
Third, the activity ideas:
1, follow the trend and win-win cooperation. The potential is weak, and it is difficult to achieve great influence and great achievements on one's own. Even if it is realized, its contribution to itself and resource consumption are significant and considerable. In the case of a certain investment, in order to obtain high output and excellent return, it will be a good choice to combine the right enterprises. Therefore, in this activity, China Everbright Bank can cooperate with a large-scale shopping mall chain enterprise (such as Youa), make use of the same target audience and holiday concept of the shopping mall during the March 8th Festival, strengthen cooperation, integrate their respective superior resources, and make joint efforts to expand the influence of holiday activities and further improve the effect brought by the output of the activities. Show the financial products of China Everbright Bank and China Everbright Bank to our target audience more deeply, so that they can have a deeper and thorough understanding of Sunshine Financial Management.
2. Vivid and unique, with a prominent theme. This activity, whether it is the publicity in the early stage, the fun and entertainment in the middle stage or the wonderful continuation in the later stage, will be closely combined with the characteristics of festivals and banks. The whole activity will be targeted step by step and climax after climax. By enhancing the interactivity of the competition and the participation of the audience, the effect of the activity can be improved to the greatest extent. Let our target audience understand the product characteristics of Sunshine Financial Management in a relaxed and harmonious atmosphere, and further deepen the brand awareness and product memory of China Everbright Bank.
Four. Event theme: (TBD)
"Who is the housewife who can manage money best?"
There is a rich girl's family
There is a way to a woman's "wealth".
On March 8th, the activity "Who's the Best Housewife in Financial Management" was held. The whole competition will be closely combined with the corporate image and product characteristics of China Everbright Bank, such as setting up financial questions and answers, competing for gold medals, drawing pictures, etc. according to the product names and product characteristics of China Everbright Bank A, B and E plans, and strive to be lively and interesting, so that the audience can remember China Everbright Bank and its products in a relaxed and happy environment.
Verb (abbreviation of verb) activity promotion;
Activity promotion flow chart
Media, shopping malls and bank outlets are linked in many ways, and the point, line and surface are organically combined. This activity adopts the propaganda and promotion methods of high-altitude bombing by media, collaborative linkage of shopping malls and POP display at terminal outlets. Expand the influence of our activities through the connection of shopping malls, outlets and media control.
The "point" of the shopping mall: integrating the consistency of the target customers of the shopping mall and China Everbright Bank and the unity of the holiday purpose, we can hold the "Sunshine Card" award-winning feedback activity in the shopping mall (such as Youa) one week before the start of the housewife's activity on March 8, and broadcast our activity information to our consumers in a cluster way through the broadcast of the shopping mall, which is accurate and in place, with both investment and effect. Moreover, by deepening mutual cooperation and understanding, China Everbright Bank can also consider sending personnel to various chain shopping malls to conduct publicity and organize activities, and handle bank card business for consumers in need on the spot (you can also consider giving some small gifts, such as four cosmetic sets, advertising cosmetic sets, capacity repairing sets or advertising compressed towels, etc.). ), so as to further enhance the cooperation effect and expand the influence of activities.
Connect outlets with "lines": cooperate with activities to show the layout of outlets and publicize activities (such as outlet posters, flags, DM sheets, etc.). ), and use the role of terminal POP to further enhance the momentum of the event. In the early stage of the activity, Everbright Bank can publicize at its outlets: as long as you handle wealth management products at all outlets of Everbright Bank before March 8, you can get gifts such as roses, greeting cards, sunshine shake cards, stainless steel tableware sets or advanced beach leisure chairs, and you can also participate in the roadshow lottery on March 8 with the obtained greeting cards. In this way, the outlets and venues are organically unified, and the influence is expanded.
Media control "face": regular advertisements and news information through the media (such as radio stations and newspapers). ), the whole activity was created by the media and promoted by public opinion. In addition to a little connection, of course, the whole activity should be fully controlled, and the media should be used to promote the momentum, expand the audience and enhance the communication effect of the activity. Through face-to-face control, it is not only a qualitative help to the activities, but also an opportunity to publicize and enhance the brand and image of the enterprise.
Six, the use of media:
Planning scheme of Goddess Festival II. Theme of the event:
Welcome "March 8th" real feedback.
In order to repay customers' long-term support, the Sub-branch specially held the "March 8th" credit feedback activity, which enhanced the brand awareness and service level of the whole bank, won a good reputation, and laid a solid foundation for completing the tasks in the first quarter and the whole year of 20xx.
Two. Purpose of the activity: Through this activity, the banking business will strive to achieve the following goals at the beginning of 20xx:
1. The number of new customers exceeded the best level in the same period in history, the customer structure was improved and the quality was further improved.
2. The balance of savings increased by 3 million yuan, the activation rate of online banking reached 50%, and wealth management sales increased by 200,000 yuan year-on-year.
3. Successfully complete various business indicators.
Third, the activity time:
March 5 to March 8
Four. Target audience:
All customers who hold our bank cards and passbooks and new account opening customers.
Verb (short for verb) activity:
During the 1. activity, all customers who apply for time deposit in our bank will get a gift to welcome the "March 8" real feedback activity.
2. During the event, in order to celebrate Women's Day on March 8th, the bank specially launched two wealth management products specially designed for lesbians: 153-day 77 wealth management bonds, with an annualized rate of return of 5.15%; 83 wealth bonds with an annualized rate of return of 5.4% in 365 days; All high returns, waiting for you to participate.
Six, the establishment of the activity leading group
Division of labor: During the activity, the tellers in the outlets wear work badges in a unified way, which increases the affinity of employees and highlights the warm and cordial service image of our employees.
Han Dan is responsible for uniformly hanging publicity banners and publicity display boards at outlets; Wu Xiaoming is mainly responsible for guiding the publicity information desk of outlets, guiding customers to participate in activities in an orderly manner, and actively doing a good job in collecting prizes; Feng is mainly responsible for the reception and service of corporate customers, actively guiding corporate customers, recording their basic information, guiding corporate customers to participate in activities in an orderly manner, and actively collecting gifts from corporate customers.
On that day, the sales staff at the front desk actively carried out high-quality service of outlets, improved the service quality of counter business, guided customers well, and effectively enhanced the service image of outlets.
Off-duty staff, one is responsible for the reception at the door, guiding VIP customers and providing green channel services.
The other is responsible for distributing gifts and backstage services.
Credit personnel at outlets should make recommendations to credit customers respectively and actively participate in our activities.
Seven. Implementation arrangement
1. The lobby manager should do a good job in the early publicity of the business hall.
Specific requirements: the lobby manager wears ribbons to publicize and guide customers in the lobby.
The wealth management manager wears ribbons to publicize and explain wealth management products to customers waiting for business in the lobby.
2. Contact the personal business department of the municipal branch, use the information base to build a short message publicity platform, and inform customers of our social security IC card by short message.
Specific requirements: Contact An Bin, Personal Business Department, and use SMS platform to send promotional messages to ic social security card customers.
3. Off-duty personnel conduct door-to-door publicity for each unit every day.
Specific requirements: the sales staff are divided into two groups, and the assistant to the president will bring off-duty staff into the unit every day to promote our products and issue business cards.
Eight, award setting:
Brand toiletries, cosmetics and other female products.
During the activity, all those who come to participate in the "Welcome March 8th" real feedback activity organized by our bank will be given gifts.
Bank Goddess Day Planning Scheme 3. Women's day 1. The first phase of exclusive high-yield financial management for Women's Day on March 8th.
From March 8 to March 10, 182 days/60,000 cases /4.9% female-specific high-yield wealth management products were launched, which were sold to female stock and incremental customers through the counter. The quantity was limited, first come first served, while stocks last.
Second, flowers send beauty, thank you very much.
On March 8, a flower was presented to the female customer who came to the branch to handle financial business, on a first-come-first-served basis, while stock lasts.
Third, asset promotion free movie viewing activities
From March 4th to March 10, female customers of Qingdao Bank will receive Broadway movie tickets if their financial assets reach the standard. Please consult the outlets for details.
Fourth, "credit card discount" is exclusive to women.
During the activity, all female customers who hold Qingdao bank cards can enjoy exclusive discounts of free of charge or 50% discount when spending in the following merchants. Courtesy Yoga/Free Experience Week; Swallow House/Hall is half price (Yi Deng for one person); Banana leaf Thai meal/dessert is half price; Liangzi pedicure is free of two; Paris Spring Spa in Development Zone/Half-price Experience Week; Jiaozhou waltz western food/drinks are half price; Cash register KTV/ fruit bowl after discount; Beibu Gulf natural seafood/including seafood 8.3 fold; 30% discount on Guo Dun Hong Fei Building/Food; From authentic seafood fat beef hotpot/full point 8.5 fold; 20% discount on Korean food/food in Gu Qing; World Trade Quiet Hotel in Development Zone/15% discount on Chinese food/20% discount on western food; Haitian Beauty Studio/Photo 30% off; Jun Fu Modeling Chengyang Jimo Sixth Store enjoys 20% discount on hairdressing/15% discount on products; Jingyan Yunnan Cuisine/Xiaoqiao Hunan Cuisine Gold 7.8% discount/Ladies send drinks again; Laixi Yuehai Xilai Hotel/15% discount on all orders; 30% discount for two people in Xiazimen Chinese cuisine/grilled steak set meal. For details, please call 8867 1235.
Five, "free fitness youth forever" female exclusive free fitness
From March 4th to March 10, female customers with gold cards and above will go to IPAS Fuzhou Road Store/Hong Kong East Road Store/Zhengyang Road Store/Guizhou Road Store/Donghai Road Store with their ID cards and Qingdao bank cards, and exercise once a day for free. Each card is limited to one person.
Sixth, the hair accessories and clothes made in Europe are super preferential, and the changeable mood can be enjoyed instantly.
From March 4th to March 10, female customers took Qingdao bank card to the olive hair salon on the second floor of Sunshine Department Store, and enjoyed a 60% discount on British olive hair accessories. For details, please consult 40000532 18.
Seven, Haiquanwan Ocean Hot Springs, enjoy the lowest half price.
From March 4th to March 10, guests who spend money with Qingdao bank card in CTS (Qingdao Haiquanwan Resort) can enjoy the following price concessions: superior double room 650 yuan (retail price 1808 yuan) and superior sea view big bed room 750 yuan (retail price 2080 yuan); Ocean Hot Springs 148 yuan/person, retail price 198 yuan/person; On March 8, Ms. 99 yuan/person in a hot spring; 99 yuan/person (retail price: 180 yuan/person) watches the performance of Qin Gui Island Dream. Please consult X for details.