The reason why the marketing planning plan can be formed successfully is because of careful planning and implementation. Here's what I've put together for you, welcome to read!

1:

1. Rixin photovoltaic project

online time: January

Industry: photovoltaic

Profit model: brand display/product sales

Main products/main keywords:

Yantai Rixin Photovoltaic Group is a professional high-tech growth enterprise, with a series of photovoltaic products such as solar street lights, solar garden lights, solar lawn lights, solar insecticidal lights, LED street lights, etc., and has made outstanding achievements in the field of new energy.

Second, the characteristics of Nissin photovoltaic

1. Company strength: Yantai Nissin Photovoltaic Group has passed the IS9000 international quality management system certification and FCC, CE, COST, ROHS certification in North America, the European Union, Russia and other countries and regions. The company is now included in the national one-project-one-discussion project, and vigorously supports the construction of the country's new countryside.

2. Network marketing experience: The company has its own independent website in 2008, and 2 new websites have been added in the later period. Mr. Zhang attaches great importance to online marketing, and has obtained some results in the early stage, but as the competition becomes more and more fierce, the effect gradually declines!

4. Opportunity for cooperation: Mr. Zhang has been looking for a more suitable network promotion plan, and after learning that Dianjing System is an agency for the whole process of online marketing planning, Dianjing Marketing Consultant made a detailed introduction to the concept of online marketing planning, which was highly recognized by Mr. Zhang and immediately signed a three-year contract.

3. Rixin PV marketing website planning concept

Rixin PV marketing website is mainly based on product customization as the main profit model, the high-end atmosphere of the website design, with the theme of green environmental protection, making the website look very fresh and generous, and the refinement of the four reasons fully demonstrates the company's advantages. With reasonable positioning, perfect service system, excellent quality and advanced design concept, Rixin PV has written a new chapter in the development of new rural new energy.

Fourth, the new and old PV website PK

template website, will consider closing

the website design and experience: template website, poor customer experience, no credibility, no marketing ideas.

Online promotion: 1. Search engine promotion: the website optimization effect is average, the lack of credibility and marketing power, and the Baidu bidding conversion rate is low;

2. Automatic synchronization of industry websites: there is no such function

3. Four major microblog promotion: there is no function of tying up microblogs

Overall operation: display website, some orders have been obtained in the early stage, but the website lacks competitive advantage, and with the increasingly fierce competition, online performance has gradually declined.

Environmental protection concept, atmosphere, heavy experience.

Website design and experience: Personalized design of the website, strong visual impact, in line with the user's browsing habits, environmental protection, atmospheric design, so that the viewer feels fresh, comfortable, and the user experience is excellent.

Network promotion: 1. Search engine promotion: The technical architecture of the website is in line with the search engine crawling, rich in content and the pursuit of originality, high activity, conducive to optimization, online only one month, more than 20 keywords ranked in the first 3 pages of 5 major search engines such as Baidu, and customers are easy to find the website of Rixin PV through different keywords.

2. Automatic synchronization of industry websites: Website information is automatically synchronized with hundreds of industry platforms.

3. Four major microblog promotion: the background support is tied to the four major microblogs, and the information is updated synchronously.

Overall operation: perfect website design and customer experience, enhance the competitiveness on the Internet; The all-round integrated promotion method has improved the exposure and customer stickiness of the enterprise on various platforms. The number of traffic and inquiries has increased greatly, which has enhanced the brand image and brand value of Rixin PV.

2:

On September 16th, strolling through the jujube garden in Leling City, Zhang Pengxian from Haidian District, Beijing, sighed with the endless jujube forest: "After seeing the pictures of Leling shared by everyone from the WeChat circle of friends, I brought my whole family over, and when I came, I found that this place is even more beautiful than the picture." Recently, a message "Don't come to Leling, you will be fascinated by the bits and pieces here!" The message was forwarded in the WeChat circle of friends. Attractions, food, entertainment...... The pictures in WeChat show people a beautiful and hospitable "Zao Township Leling". In the Jilu Border District Revolutionary Memorial Hall, the magnificent revolutionary history of the military and civilians in the border area shocked Liu Xiaoli's family from Jinan. "Bringing children here not only allows you to get close to nature, but also to learn about the history of red, which is very educational for both children and adults." Liu Xiaoli said that it was after the tourism promotion of Leling on WeChat that she organized this family road trip.

The development of tourism is inseparable from the promotion of tourism promotion and marketing. In recent years, relying on unique resources such as 500,000 acres of jujube forests, the city has deeply excavated jujube culture, and built a large number of jujube cultural tourist attractions such as Zao Township Hongyun Theme Park and Golden Silk Jujube Culture Museum. "Although we have abundant tourism resources, due to the relatively traditional marketing methods, to a certain extent, Leling tourism is limited to achieve greater breakthroughs." Li Xinping, director of the city's tourism industry office, said. For a long time, the city has put large advertising billboards along the Beijing-Shanghai, Binde and other expressways, set up propaganda stations in prominent positions at Jinan International Airport, and broadcast promotional videos on CCTV's main channels. With the development of new media, this year, the city has opened the official tourism Weibo and WeChat, real-time release of tourist attraction routes, transportation, catering, accommodation and other information; In the Leling tourism website to open up the jujube fair special tourism strategy, relying on the Leling tourism network to promote tourism QR code, in Dezhou and Leling urban areas of the main intersections set up tourism billboards printed with the QR code, and planned to launch a "free tour of the millennium jujube forest, the golden silk jujube" WeChat marketing plan.

"The use of WeChat and other media marketing has broken through geographical restrictions and spread quickly." Li Xinping said that in just five days of the Jujube Expo, more than 20,000 tourists came to Leling through "micro-marketing". Statistics show that since the beginning of this year, the city has received more than 1 million tourists and achieved a comprehensive tourism income of 245 million yuan.

3:

During the Daoguang period of the Qing Dynasty, temple fairs were often held in the Dantu area of Jiangsu. Every time there is a temple fair, the people who rush to the meeting are hugging each other, and the boats on the river have also increased a lot.

One day, a beautiful woman came by boat to attend the temple fair. After the ship docked, she naturally attracted the attention of countless people.

The beautiful woman was very reserved, and after paying the fare, she hurried ashore, and accidentally stepped into the mud with one foot. The beautiful woman was suddenly embarrassed, her face was shy, she looked up and found that there was a nunnery nearby, so she hurried into the nunnery in front of everyone's eyes and disappeared from people's sight.

Everyone was still staring in the direction of the nunnery, with an endless aftertaste, as if they hadn't seen enough of the beautiful women. At this time, the captain of the boat shouted loudly: "Oh no, this woman gave the boat a hundred dollars, but it is the underworld for the underworld!"

When everyone saw it, they were all shocked, so they hurriedly followed the boat boss to the nunnery to reason with the woman. Look at the lively, uneven, but also afraid of falling behind.

Who knows, in the nunnery, I searched all the places, but I couldn't find the woman just now. Everyone felt very strange, and was about to interrogate the nun in the nunnery, when the boat boss suddenly saw that one foot of the Guanyin statue in the nunnery was stained with mud, and everyone was shocked: "No wonder this woman was found all over the place just now."

"The beautiful woman on the boat must be the manifestation of Guanyin!" The captain of the ship was shocked, prostrated himself on the ground, and burned the money paid by the beautiful woman in the furnace. Everyone else chanted in unison, praying for the blessing of Guanyin Bodhisattva.

This matter spread far and wide, and it spread ten to hundred. As a result, the nunnery, which was originally deserted, changed its old outlook, and the incense was curling, giving a lot, and the donors were endless.

More than ten years later, the secret of this story was revealed: it turned out that the boat boss and the beautiful woman were both entrusted by the nuns in the nunnery. After the beautiful woman entered the nunnery, she immediately moved the mud on her feet under Guanyin's feet, and she unloaded and changed her appearance and hid.

Seeing this, do you think this is a game? And it's a very ingenious game.

Or rather, it's a perfect case of PR communication. Because whether it is the content of the communication or the communication channel, it is in line with an event-based public relations communication case, but there was no such concept at that time.

Public relations communication is actually the process of information exchange. Without communication, the public has no way to understand the subject, and the subject has no way to understand the public. Therefore, the communication between the subject and the public needs to rely on information dissemination to a large extent, and this process is public relations.

Usually, the dissemination of information in general PR is done through the mass media. But the real awesome public relations is done through mass social communication, because the effect is "fast, ruthless, and accurate". Therefore, this is also the reason why I think the nunnery's trick of "beautiful women for Guanyin" is awesome, because he relies on social communication, and the effect is very good.

Despite the fact that the media is everywhere and spreads faster than in the past in the age of the Internet, most PR people still want to go viral and socialize.

Why? First, if the social communication design is good, it often exceeds expectations; The second reason is that social communication is directly facing consumers and is terminal marketing, while media communication is only in the industry and it is difficult to spread to consumer terminals.

Returning to the story of this nunnery, what can we learn from the PR event based on social communication? Try to summarize from four points:

First, how to achieve "three people become tigers"?

communication needs of the nunnery in the story are very clear, that is, to let the audience know and trust the nunnery, that is, to enhance the popularity and reputation of the product. If we follow the conventional thinking, we may create "success stories" one after another, and spread the word that the Bodhisattva of the nunnery cured someone's illness and repaid their vows. But this only works for a small audience, and it can raise suspicion among some. Not the best solution. However, the approach in the story is different, it adopts the method of guidance and inducement, so that the audience can participate in the communication, so that "seeing is believing" makes the audience believe and be willing to spread, and "three people become tigers" is natural.

Second, how to grasp the "right time, place and people"?

Obviously, the nunnery in the story has a very accurate grasp of the right time, place and people. First of all, he arranged this "play" when the temple fair was held, when there were the most people and everyone believed in the "Bodhisattva apparition". Secondly, the "protagonist" adopts the glamorous *** and the boat boss, the beautiful woman can attract more attention and make people memorable, the boat boss has a wide range of contacts, more popularity, and greater convincing. Therefore, when the beautiful woman got on the boat, she attracted the attention of countless people, and when the boat boss went to "ask" ***, everyone rushed up. The details are certainly worth learning.

Third, how to graft communication demands from the perspective of public opinion?

In fact, in many cases, it is not very important what the public opinion is, but whether you express the brand's appeal from the audience's public opinion. In the story, the "Guanyin Manifestation" did not meet the demands of most people, but it still spread. Why? Because if you want to spread the word about your product, you first need the audience to know about your product, so your product needs to form public opinion. So you will understand why e-commerce has to fight a price war every year, even at the expense of exposing each other to some negativity, because it is better to have a voice than no voice. Of course, in the public opinion you construct, you must guide the audience to understand your core competitiveness. For example, in the story, "Guanyin apparition" is the core competitiveness, just like the "genuine product" played by e-commerce.

Fourth, how to build a closed loop of communication?

classic thing about this PR case is that it is a closed-loop structure that advances layer by layer. After we dismantle this story, it is the process as follows: visiting the temple fair—the beautiful woman gets on the boat—the beautiful woman pays the boat fare—the beautiful woman wrestles—the boat boss discovers the dark coin—the beautiful woman enters the temple fair—the boat boss asks for justice—the beautiful woman puts the mud at the feet of Guanyin and changes her clothes to dodge—the boat boss discovers the "Guanyin apparition".

After looking closely, we found that we couldn't tear down part of this story structure from any angle. It has formed an interlocking closed loop, which is natural. So what methodology do we have when designing similar events? In fact, it is the "5W1H" that we are familiar with, you need to understand what your communication needs are? The time, place, people and places to meet the needs? Why are you doing this? How do you connect your audience and needs at this step? If you understand these problems, then it is natural to spread the closed loop.

After talking about this location, there is still a question: why do we spread or believe the "rumors" created by many Internet promoters?

Here, not only is it because social networks are easy to spread and people lack rational thinking, but also because these promoters are able to understand our hearts and minds very accurately and construct a convincing situation for us. In this case, it's hard for you not to "spread rumors".