Double Eleven marketing plan (I)
Activity background
On the eve of Double Ten activities, businesses can participate in activities such as gathering cost-effectiveness to increase their brand exposure and brand awareness, thus paving the way for sales in Double Ten activities.
Activity scheme
1. Activity form:
Preheating: Time: October 21th to October 11th
Photo: The store independently designed the pre-heating activity page, including the homepage poster, store tips and baby details page. All the pictures are based on the theme of the Double Eleven, aiming at creating a shopping carnival atmosphere for the Double Eleven, laying a foundation for the activity, storing meteors, drilling exhibitions and so on.
Meteor: through train, drilling exhibition, micro-scouring, taobao guest, SMS sending, wake-up of old customers and so on.
official activities: from 11: 11 on October 11 to 23: 59 on October 11
Pictures: main venue page of store activities, related posters on product details page, micro-amoy activity promotion posters, drilling exhibition pictures, through train pictures, store home page posters, store tricks, flow chart for guiding independent ordering, etc.
2. Activity intensity:
① Collect and get the roll
② Pay attention to the gift
③ Win the free ticket in the lucky draw, and get a lucky draw every time you buy more than 111 yuan, you will have the chance to win the free ticket prize. The greater the spending amount, the greater the chance of winning the prize.
④ Invite friends to participate in the lucky draw. The inviter will have the opportunity to get 21 mysterious gifts worth RMB 111, and the invitee will have the opportunity to get 21 mysterious small gifts worth RMB 111, and the event gifts will be distributed within three working days after the event. At that time, the customer will be contacted to determine the receiving address and delivery method. The number of gifts is limited, and the winning customers will be randomly selected.
3. Activity promotion:
① Direct train drainage ② Store activity announcement ③ Baby description announcement ④ Gang community promotion ⑤ Want Want signature activity announcement ⑥ Taobao Alliance ⑥ Drilling exhibition
Activity follow-up
Artist: Make statements on refund processing time, order information modification, delivery express and time on the home page and product details page.
customer service: pre-sales X+after-sales X+customer review X (responsible for order review and printing) to ensure computer configuration; Ensure the company network; Check the promotional software settings. Shortcut phrases and automatic replies (prepare in advance, include promotions, and use them as little as possible)
Warehouse: ensure accurate inventory and avoid shortage. Prepare printer and related materials and packaging materials. Prepare the goods that are better than
in advance and pile them separately in the activity, so as to ensure the smooth communication between the customer service end, the bill maker and the warehouse, and ensure the smooth solution of the situation of modifying the order information during the sale of
.
inventory preparation
(1) Make sure that the products launched in the Double Eleven activities account for 51%- 61% of the total inventory. All products must be put into storage one week before 11.11, and the store inventory should be completed according to the actual 91%-95%. If gifts such as environmental protection bags and mouse pads need to be given, inventory should also be prepared.
(2) according to the expected sales scale, stock the main sales commodities of the Double 11 promotion activities in advance. Be sure to determine the emergency replenishment mechanism, determine the supply capacity of the supply channels and establish emergency communication methods before the event, so as to ensure that the goods can be replenished quickly or removed from the shelves in time in case of insufficient inventory.
(3) Check the barcode management system of goods to ensure that all the delivered goods have barcodes, so that it is convenient to use a scanning gun to scan barcodes for verification when the delivery is accurate, thus improving speed and efficiency.
(4) Be sure to make a full warehouse inventory or inventory of commodities related to big promotion activities 2-3 days before the Double 11 event, make clear the inventory scale, and input the real inventory data into ops.
Personnel preparation
(1) If it is necessary to recruit temporary part-time employees due to the possible surge of double-11 orders, the part-time employees' work arrangement plan should be made in advance, and the corresponding training work should be done well, the packaging link should be done well, and the relevant details of packaging and veneer sheets should be trained in advance, and the staff training work should be done well in advance
(2) For all employees, especially those in order processing departments, Make perfect training and other trainings on the operation of the online store housekeeper system
(3) Make emergency plans for temporary scheduling, training and work of employees between departments, as well as relevant arrangements for employees to be on duty and on vacation during the duration of the big promotion activities
(4) Calculate the number of personnel in each position according to the height of meteors
(5) Calculate the material preparation according to the possible maximum flow and package number
. Ensure the inventory of all kinds of packaging bags and boxes involved in the sales promotion activities, and preliminarily sort out some specific packages in advance, so long as the goods are put in. You can also package the goods directly in advance, and post the documents and deliver them directly after you have made the express delivery order;
(2) Express delivery of face sheets and invoices, paper storage, printer debugging, and preparation of printing consumables (ribbons and ink cartridges). In order to speed up the billing process, it is not recommended to print invoices with ordinary needle printers during the Double 11 promotion activities, but it is recommended to print invoices with laser printers or thermal label printers. For businesses that need to print distribution summary sheets or sub-distribution summary sheets, be sure to prepare high-speed inkjet or laser printers and their consumables.
(3) The requirements put forward in this Double Ten event are more about the service of the merchants, especially the delivery link, which requires that all customers in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou be delivered first within 2 days. Therefore, it is suggested that there should be obvious < P > text marking or color marking on the package or the face sheet. In order to quickly sort out the double eleven marketing plan (II)
Activity background
"Double Eleven" refers to October 11 every year, so it is also called Singles' Day because of its special date. And large-scale e-commerce websites will generally use this day to carry out some large-scale discount promotion activities to increase the sales quota. Around 11/11/2111, the largest commercial activity on the Internet in China took place: on Taobao, many merchants launched a 51% discount promotion, 21 million people collectively snapped it up, and more than 151 famous brands participated. The single-day turnover is 936 million!
activity time
around p>11 October
activity place;
Taobao Store in p>xXx Center
Event theme
"Double Eleven" easily grabs 51% off. There is no discount on health
Activity content
A. Product promotion
1. A reduction of 21 for a single transaction over 411 or an additional special physical examination (three items of liver function, four items of serum protein, total cholesterol (TC), triglyceride (TG), high-density lipoprotein cholesterol (HDL-C) and low-density lipoprotein cholesterol (LDL-C). For a single stroke over 811, it will be reduced by 41 or a special physical examination will be given
4, for a single stroke over 1111, it will be reduced by 51 or a special physical examination will be given
5. The whole set meal will be added with a piece of calcium-supplementing and bone-strengthening powder for middle-aged and elderly people from 25 yuan, 51 yuan. B. Reputation < P > After shooting, it will be returned to 5 yuan after 5 stars+praise. According to the set meal amount, for example, it will be returned to from 311 to 399. More than 511-599 will be returned to 21 yuan, more than 611-699 to 25 yuan, more than 711-799 to 31 yuan, more than 811-999 to 41 yuan, more than 1111 to 61 yuan, and more than 2111 to RMB 111! Activity promotion
A, internal promotion
The activity package is marked prominently on the homepage of the online store, and the whole package is added with calcium-supplementing and bone-strengthening powder for middle-aged and elderly people with 25 yuan's gift of 51 yuan South Coast eel calcium. This page contains the detailed introduction of this activity and the package link. The original price and discounted price must be marked in the package price, and this page should be placed on the home page.
B, external promotion
gather all the promotion staff of the network operation department, assign tasks and promote them on major peripheral websites, and the promotion time is double
ten-year promotion and double-eleven-year promotion.