5 e-commerce activity planning schemes
Through the development of the activity theme, the brand image is established to the maximum extent, so that consumers can not only get the use value from the products, but also get spiritual satisfaction and joy from them; Below I will bring you the e-commerce activity planning scheme, I hope you like it! E-commerce activity planning scheme 1
As the Spring Festival and Valentine's Day fade away, the local catering industry has also begun to cool down slowly, and the March 8th Goddess Festival is approaching. It is essential for hotels and catering industries to make use of the cultural characteristics of women's festivals and use holiday marketing to create feelings with customers to complete the promotion.
1. Activity time: March 8
2. Activity content:
Food and Beverage Department: launching green and healthy consumption.
On 1 and 8 March, female customers who spend the day in the hotel can give away a pot of beauty beauty drinks (walnut peanut juice, corn juice, etc.) for free at each table. Every female customer who comes to the store will be given a carnation flower.
2. On March 8th, female customers who have birthdays on that day can get birthday gifts prepared by the hotel for you when they spend money in the hotel with valid ID cards. (exquisite small gift), women born on March 8 can enjoy a special discount of 21% off the whole order.
on March 8, March 8, women's groups spending more than 1,111 yuan on that day can enjoy a 21% discount.
4. Female customers who spend on the same day can enjoy a lucky draw once, with a winning rate of 111%. (Small gifts)
5. Female customers who spend on the same day can enjoy a 11% discount in the restaurant and give away a boutique fruit bowl for free.
kitchen department: make a green, healthy and cosmetic menu suitable for female customers.
administration department: make the hotel publicity slogan and put Yi Labao in the LED and lobby. The content is as follows: The hotel presents a special surprise for female consumers to celebrate the arrival of the Goddess Day on March 8
-from March 3, 2118 to March 11, 2118, all female customers who come to the hotel for consumption will be given a special dish. ("papaya soup", "aloe beauty porridge" and other beauty dishes) e-commerce activity planning scheme 2
1. Activity time:
March 7 to March 9
2. Activity theme:
Feilong and you * * * celebrate "March 8" Goddess Day
3. Activity purpose:
Women.
IV. Contents of the activity:
(1) Lucky Lottery Award
1. During the activity, if you shop all over 38 yuan, you can win the prize on the spot. Anyone who touches the lucky number with the number 3 or 8 can get a beautiful gift (or shopping voucher) worth 3.8 yuan in this supermarket; If you touch the lucky number with 38 numbers connected in sequence, give a shopping voucher worth 38 yuan. Each receipt can only be touched three times at most.
2. operation: mark 1-38 numbers on 38 table tennis balls and put them in the box. (1) Customers can touch the balls themselves, one ball at a time after shopping in 38 yuan, and receive prizes on the spot according to the numbers on the balls.
(2) Double Happiness in Festivals
Female friends who are 38 years old or whose birthdays are on March 8 this year can take part in the lucky draw in this supermarket for free with their ID cards.
5. Products recommended by the planning department:
Promotion idea: non-food as the mainstay-food and fresh food as the auxiliary
Non-food: paper products/sanitary napkins/towels/shampoos/shower gel/soaps/kitchen supplies/underwear and other products.
food: the overstocked goods will be treated at a special price/women's health care products/three best-selling goods will be guaranteed at a special price.
fresh: vegetables/meat/eggs/dry goods/pastries/bread/frozen goods/and other commodities.
VI. Arrangement of activity personnel:
Front desk class: arrange one person to carry out lottery activities.
loss prevention class: arrange one person to carry out lottery activities.
finance department: arrange one person to supervise the lottery process.
operation department: responsible for arranging the distribution of DM posters; Supervise the arrangement of special goods for sale.
planning department: creating and arranging the living atmosphere, designing DM posters, and implementing activity props.
business department: submit the list of special promotions to the planning department before March 1; On March 6, the prizes of the lottery activities were put in place.
VII. Budget of promotion expenses:
___ E-commerce activity planning scheme 3
First, understand the marketing rhythm during the warm-up period and on the day of the Double Eleven:
This is the marketing rhythm of the Double Eleven, and small shops may miss the water storage period and directly enter the warm-up period. Generally, large and medium-sized shops must have a water storage period, otherwise the explosive power in the Double Eleven is not enough. Small shops have less resources to allocate.
2. Water storage period
1. Three stages of water storage period This is what a store should do during the water storage period. At this stage, our main goal is to precipitate new customers, activate old customers, and let the brand be exposed in large quantities.
2. How to play the store water storage marketing? Combined with the stage goal of water storage period and the focus of interactive communication between buyers and sellers during water storage period, the marketing methods of the whole water storage period come out: from the dimension of store or brand arrival to the dimension of member maintenance, we can carry out marketing activities in a targeted manner.
everyone should know that the most important thing in operation is to have clear objectives at each stage, so as to formulate reasonable countermeasures and not blindly.
for new customers, we can attract consumers to visit through interactive activities, and accumulate new members with hierarchical exclusive privileges of members, and we can also combine quarterly postage cards, priority delivery cards and other member privilege prizes as incentives; For old members, we can use practical gifts, such as: practical user privileges (postage cards, VIP cards, etc.) to wake up and activate old customers; You can also feel old members with surprise packages, and at the same time, it will affect the potential users around you to form a brand reputation and accumulate popularity for the future.
throughout the water storage period, we deployed our work from three dimensions: store, goods and people, and carried out various targeted marketing activities, with the ultimate goal of achieving the above three goals: consumers will have an impression on our store during the promotion period; Our products ranked first in the search index during the promotion period; Before the big promotion comes, we can attract more loyal members and let them go back to the store for repeated purchases during the Double 11 promotion period.
after the water storage period in October, we entered the energy gathering period of "Double 11", which is also a period we call the warm-up period. So, what are the characteristics of this period-close to the Double Eleven, short cycle, and strong brand memory; As well as the dimensions from which merchants' stage goals and buyers need to interact in this period, all have its characteristics.
Second, the warm-up period of the Double Eleven
Like the water storage period, our work in this period mainly focuses on the three directions of store brands, commodities and store members, and combines the characteristics of the period to carry out a series of activities aimed at these three core directions.
Marketing objectives during the warm-up period-the store should always make progress: continuous thematic marketing should be carried out to guide consumers to visit again, and self-access during the promotion period should be increased. The products of the crowd should be locked: shopping list should be made, popular explosions should be added to the shopping cart in advance, and special funds should be reserved for the promotion, etc., so as to lock in more potential consumers with products; Members should remind: new members who have accumulated during the water storage period and long-term old members of the store should wake up again during this period to remind members of their privileges and benefits, and choose different user care methods and reminding frequencies for different levels of members.
Third, on the day of the Double Eleven
After the warm-up period, we will directly enter the peak period of the activity-the big promotion day! This time is the moment to verify all the preparatory work ahead of us. Of course, the activity plan of the day is also very crucial. Let's take a look at how we will fight during the big promotion period.
Although the promotion is only one day, from years of experience, the 24 hours on the day of Double 11 can actually be divided into three stages: the snapping period, the rational period and the sweeping period. From the change progress of Tmall's turnover on October 11, 21__, we can see that it took more than 21__ years to clinch a deal in two hours from the first ten minutes of the activity to 2: 11 a.m., so during this time period, merchants can focus on limited purchase; From 2: 11 a.m. to 21: 11 p.m., the transaction progress of consumers in the whole process is relatively stable during the rush period. At this time, from the psychological point of view of consumers, they are more rational. At this time, the marketing strategies adopted by merchants are more focused on multiple offers and regular free of charge to optimize the shopping experience of buyers. During the period from 21: 11 to 24: 11 in the evening, near the end of the promotion, the goods of the merchants are also cleared 7788, and the buyers are almost saturated. At this time, we have to design the countdown free of charge and spell out the preferential marketing methods from the consumer's fear of missing the discount.
The real-time transaction of the women's wear flagship store with sales exceeding 5 million on the day of double 11 in 21__ _. From the data, we can see that both the transaction volume and the conversion rate are the peak hours of the day. Then it entered the downturn period, and it didn't start to enter the plateau period until 6 o'clock in the morning, and it continued until 21 o'clock in the evening, and the last peak period of the activity appeared.
From the previous analysis, we know that the snapping period is more suitable for explosive marketing. During the water storage period and the warm-up period, buyers have clearly defined their consumption targets by collecting and adding shopping carts, and because many goods are limited in supply at the beginning of the activity, the consumers' consumption psychology at this time is completely out of rational control. At this time, it is best for merchants to grasp these points, intensify the looting atmosphere through real-time digital release, stimulate buyers to place orders as soon as possible, and help consumers find the goods they want to buy and place orders at the first time by optimizing the shopping guide of hot-selling products; You can also carry out topic speculation and announce the real-time turnover, order quantity or category ranking of the store to attract the attention of the store. It is worth paying attention to: updating and announcing the sales situation at any time, fanning the flames for consumers to stimulate buyers to place orders; At the same time, the buyer's purchase feedback is spread to the periphery through SNS to attract more additional traffic.
clear and quick shopping guide-in addition to coordinating with consumers' browsing habits and displaying the products in the store according to the commercial logic of the products, we should also focus on guiding the best-selling items. During this time period, we will update the sales situation of the store at any time, mark the sold-out products with the "sold out" icon, and strengthen the snapping atmosphere with the help of popular figures such as split-time spikes and breaking through one million orders.
The buyer's consumption behavior in the rational period is very rational, knowing that almost all businesses are promoting sales that day, and usually shop around and seek. Therefore, during this period, sellers can take the following actions to promote consumption: publicity of distribution and customer service (list of buyers who have received goods, etc., to dispel consumers' shopping concerns), active comparison of buyers' shopping feedback (to prove to consumers that my products are better), multiple offers/combination offers/shopping lottery (to stimulate buyers to place orders with additional offers). Of course, after a round of looting during this period, we should also adjust the shop page and product settings at any time according to the store traffic, the buyer's purchase conversion and the buyer's shopping feedback, and replace many sets of shop header materials and advertising materials prepared in advance.
As the countdown period of the whole promotion, not only the seller will be nervous, but also the buyer will be worried that he bought less, fearing that he will not know that he will wait until _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ At this time, what sellers need to do is to put the countdown to the end of the big promotion in an obvious position, and use the real-time announcement to count the end time of the big promotion, etc., to strengthen the "outdated" atmosphere and stimulate buyers to buy; With the help of limited time to buy free of charge, create a final snapping atmosphere and lure buyers to place orders; You can also publish pre-announcement of post-Double Eleven services and activities to relieve buyers' concerns and pave the way for subsequent sales. Since this is a countdown page, sellers need to pay more attention to the changes in store traffic and transformation, adjust the page and modify activities more quickly, and don't miss any opportunity to make a deal. At the same time, they need to update and release the follow-up distribution/customer service arrangements in time.
after the warm-up period, we will directly enter the peak of the activity-the day of promotion! This time is the time to verify all the preparations ahead of us. E-commerce activity planning scheme 4
1. 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 promotions to increase sales quota. Around October 11, 21__, 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!
second, the activity time
around October 11
third, the activity location
Ruichen Medical Center Taobao Store
fourth, the activity theme
"Double Eleven" easily grabs 51% off. There is no discount on health
V. Activity content
A. Product promotion
1, a reduction of 21 for a single transaction over 411, or a 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 611, you can get a special physical examination
3, for a single stroke over 811, you can get a special physical examination
4, for a single stroke over 1111, you can get a special physical examination
5, and the whole set meal will be accompanied by a copy of 25 yuan's calcium-supplementing and bone-strengthening powder for middle-aged and elderly people in 51 yuan Nanhai Shore. B. Reputation < P > 5 stars after shooting+favorable refund amount. 311-399 returns RMB 11, 411-499 returns RMB 15, 511-599 returns 21 yuan, 611-699 returns 25 yuan, 711-799 returns 31 yuan, 811-999 returns 41 yuan, over 1111 returns 61 yuan, and over 2111 returns RMB 11!
VI. Promotion of activities
A. Internal promotion
The activity package is marked prominently on the homepage of the online store, and the whole package is accompanied by a piece of calcium-supplementing and bone-strengthening powder for middle-aged and elderly people with 25 yuan's gift of eel calcium from 51 yuan South Coast. 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
__ All the promotion personnel in the network operation department will assign tasks and promote them on major peripheral websites.