In

order to ensure the smooth progress of work or things, it is often necessary to formulate a plan in advance according to the specific situation, which is a written plan, and is a detailed rules and steps for the implementation of specific actions. Below I will bring you a marketing promotion plan, I hope you like it!

Marketing promotion plan 1 1.

Planning and promotion name

Use viral marketing to plan and promote the plan

2. Background of the activity

Group name: Group 4

Main members: Ren Lin, Wu Xiaojun, Luo Danli, Zheng Xiaoying

Execution object: all students of 07 e-commerce G5 class

Reason for the activity: Let everyone know more about the viral marketing strategy

Third, the purpose of the activity, Significance and Objectives:

Objective: To understand what viral marketing is

Significance: To understand what viral marketing is, the methods of viral marketing, the precautions and strategic elements of viral marketing, and the basic conditions for the successful implementation of viral marketing

Objective: Through viral marketing planning and promotion programs, students can understand the above content

Fourth, the implementation of activities and time and place:

Activity Center: Computer Room 511, 5th Floor, Comprehensive Building, Shenzhen Senior Technical School

Time: Thursday, April 30 Speaker

: Luo Danli

Backstage: Ren Lin, Wu Xiaojun, Zheng Xiaoying

1

Definition of viral marketing: Viral marketing refers to the initiator to send the initial information of the product to the user, and then rely on the user's spontaneous word-of-mouth publicity, because of his principle and the spread of the virus, it is called viral trial marketing in economics, which is a common and very effective method in network marketing.

2. Precautions and strategic elements of viral marketing:

(1) If you want viral marketing to spread like a virus, you must pay attention to some very important factors, otherwise your viral marketing will come to an abrupt end, what are the precautions?

a. Don't send pure advertisements directly, the reason is not to be said, everyone on the earth knows it;

b. The information should be practical and easy to disseminate;

c. Don't deceive customers, this is the most important thing, otherwise you may be complained;

d. Do a good job of manual service.

(2) The essential elements of an effective viral marketing strategy:

a. Provide a valuable product or service;

b. provide a means of transmitting information to others without effort;

c. The scope of information transmission can easily spread from small to very large;

d. Take advantage of the enthusiasm and behavior of the public ***;

e. make use of existing communication networks;

f. Exploit other people's resources.

3. Successful implementation of viral network marketing. Basic conditions

(1) Provide valuable products or services:

For communicators, the primary reason for being willing to become a communicator is the value of their communication content to communicators. Therefore, before adopting viral marketing, enterprises must first refine and design the products and services they want to disseminate.

(2) Provide a simple way to transmit information:

that is, it is necessary to design a communication method that can be achieved with a gesture of effort, such as using instant messaging tools such as MSN and QQ, or sending a text message, sending an email, etc., which can be easily achieved with just one move, and the most taboo complex operation.

(3) Choose the right vector to facilitate progressive diffusion:

that is, to find the starting point that is easy to spread the news quickly - the "source of virus infection". For example, the diffusion effect of the famous Tianya Forum and the Sina blog have made good use of the eyeball effect of celebrities to rise rapidly.

(4) Clever public welfare hot topics into the topic:

The

easiest thing to stimulate everyone's enthusiasm is the topic of public nature, although topics closely related to individuals or prizes can also arouse the interest of communicators, but it is far less than the "hot effect" attention rate.

(5) Optimize the configuration of communication channels:

that is, according to the characteristics of the product, we should carefully select advanced communication channels such as networks and mobile phones, so that products and services can be quickly "infected" through the interaction between users.

4. Case study

This case uses the second example of the viral marketing method mentioned above, the method of sending holiday wishes.

Before Children's Day, 07 e-commerce G5 class a student made a beautiful children's day blessing page, this blessing page and ordinary greeting cards, there is a different feature, at the bottom of the page there is a text box, students can fill in the text box the name of the blessed person, and then send it to the blessed person, so that the blessed person feels that the other party made a separate greeting card for him, the heart will be very happy, and he is very willing to give this method to his friends, Family members send blessings, and then viral marketing is born all around us.

The viral marketing it uses here basically conforms to all the strategic elements of viral marketing, such as the service provided is a valuable holiday blessing, as long as you fill in the name of the other party, and then it is easy to send the address, which is very convenient, etc.; And there is no violation of all the precautions of viral marketing, so this viral marketing is also relatively successful.

This kind of holiday viral marketing can be said to be tried and tested, as long as you put in some time to spread the information in the early stage, then it will spread naturally.

5. Examples of viral marketing methods:

(1) Free service method

We commonly use free mailbox, free space, free domain name, ICQ online timely communication software, etc., when you use one of the functions, such as using free mailbox to send emails to friends, the system will automatically bring you some business information, so that you can involuntarily help it to do publicity.

(2) HOLIDAY BLESSINGS

WHENEVER THE FESTIVAL COMES, YOU CAN SEND SOME BLESSINGS TO FRIENDS THROUGH QQ, MSN, E-MAIL AND OTHER TOOLS, USUALLY SEND A MESSAGE DIRECTLY, OR SEND THE ADDRESS OF A BLESSING WEB PAGE TO YOUR FRIENDS AND RELATIVES, BECAUSE OF THE FESTIVAL, EVERYONE IS HAPPY TO RECEIVE BLESSINGS FROM FRIENDS, AND AT THE SAME TIME WILL FORWARD TO OUR RELATIVES AND FRIENDS, SUCH A VIRAL MARKETING IS GENERATED.

(3) Nickname service

Nickname service does not require a certain amount of financial and material resources like the above free services, and is more suitable for small companies or personal websites. On the website to provide some of the queries that are often used in daily life, such as: bus queries, telephone queries, mobile phone attribution queries, weather queries, etc., these practical queries are gathered together, which can provide great convenience to users, and will get a good reputation from users, and can be quickly promoted among netizens, of course, this method is not too obvious.

(4) THERE ARE MANY OTHERS, SUCH AS SENDING JOKES, OR MAKING YOUR OWN PICTURES WITH WEBSITE ADDRESSES AND SENDING THEM TO FRIENDS, MAKING YOUR OWN VIDEO FILES AND FLASH GAMES FOR OTHERS TO FORWARD, AND SO ON.

Marketing promotion planning plan 2

1.Overall promotion ideas

1.1 __Huge sales network as the main line

__Real estate currently has 55 subordinate branches, more than 200 sales employees, the network is all over Shenzhen, and the sales terminal is directly oriented to all levels of society, which is far from being comparable to the traditional secondary sales network.

1.2 On-site sales and directional communication as two auxiliary lines for all-round promotion

As the center of customer reception and sales management, the importance of the sales site is still irreplaceable. At the same time, the real estate will find out those with similar needs from the tens of thousands of customer information accumulated in the past for targeted promotion, which greatly improves the effectiveness of information dissemination.

2. Promotion objectives

The strategic objectives depend on the business objectives of the enterprise, and the promotion objectives that are unified with their own business objectives can be summarized into four points:

2.1 Sales growth target

All advertising activities of this project are in order to develop and win the market, so as to improve the sales performance of the real estate, and complete the sales target according to the development and business plan.

2.2 Market expansion goal

Through outdoor advertising activities, the sales market centered on Futian, Shenzhen will be launched. According to the progressive advertising strategy, expand the Nanshan and Luohu markets.

2.3 Brand Establishment Objectives

Through a series of activities, establish a good brand of Liberty City, so that the project has a clear image in the target market of promotion. Enhance the goodwill of consumers in the target market for the project.

2.4 Corporate Image Objectives

Establish a good brand, and then expand the influence of Gangfeng Real Estate in the society.

3. Promotion tactics

3.1 On-site display in the sales center

Let buyers understand information from what they see and hear, which directly affects the buyer's choice.

3.2 Trade Fairs

The

crowds and sales atmosphere of exhibitions can well infect customers' buying emotions and make it relatively easy for customers to make decisions.

3.3 Site image display

The construction site is the most economical and effective venue for publicity, which directly affects the property image and sales atmosphere.

3.4 Door-to-door direct sales

from the company's information to list the customers who are likely to buy, door-to-door negotiation and delivery of information, fixed-point breakthrough.

3.5 Promotional activities

Effective manufacturing and sales hotspots, with strong pertinence and direct effect.

3.6 Visual image of the real estate

The

concept of the trial real estate is concrete and professional, leaving a deep and clear impression on the buyers.

3.7 Create panic

Take the initiative to grasp the psychology of buyers, create a booming sales situation, and attract wait-and-see buyers.

4. Promotion stage division

According to the sales promotion plan of this project, the implementation of the specific content of the advertisement is divided into three stages:

4.1 Image introduction period

Time: the end of November - December 20__

Promotion ideas: The promotion of this stage focuses on the concept promotion of "fifth-generation small apartment" and the establishment of project visibility, with the help of soft news reports of various media, through the image introduction strategy of event marketing, to create news hotspots, which has attracted great attention from the public. At the same time, we should pay close attention to the preparation of the materials required for sales, on-site packaging plans, decoration construction design, etc.

Promotion Objectives: Promote the brand of Liberty City and lay the foundation for formal sales

Media support: The advertising media at this stage are mainly based on the popular soft news reports of "Shenzhen Special Zone Daily", "Shenzhen Business Daily" and "Southern Metropolis Daily", supplemented by outdoor media and electronic media, with the purpose of disseminating the new brand image of Guoshang Building, so that potential customers can understand the concept of "fifth-generation small apartment" and the preliminary information of project sales.

4.2 Formal promotion period

Time: December 20__ - January 20__

Promotion ideas: This stage is based on the marketing of the first stage, further deepen the theme, through a variety of marketing methods to bombard intensively, attract social attention, improve visibility, and consolidate the brand image. To achieve the role of further developing the market.

Promotion target: the sales area reaches 50%, that is, about 20,000 square meters.

Promotion method:

Targeted promotion - the pre-designed packaging of the folding page and the introduction of the building book of the State Commercial Building designated mail or fax to the target customers, can also take the form of e-mail through the network for targeted promotion.

Manpower promotion - according to the collected customer information, send personnel to promote and negotiate.

Media promotion - the media placement at this stage is mainly based on newspaper advertisements with strong sales, focusing on the release of sales information and preferential measures; At the same time, it is supplemented by online media, outdoor media, consumer magazine media, etc.

Network marketing - the use of the company's huge network resources and the customer resources accumulated in the early stage, through certain preferential measures to promote old customers to introduce new customers.

4.3 full promotion period

Time: March - April 20__

Promotion ideas: continue the sales trend in the early stage, and appropriately adjust the sales strategy according to the actual situation.

Promotion goal: the overall sales of the project reached 90%

Promotion method: the use of the company's huge network resources and the customer resources accumulated in the early stage, by the salesman to the target customers for personnel promotion, the use of the company's existing advertising channels to promote the real estate. At the same time, it launched an advertising campaign aimed at the consumer level, and drove the sales of the project with the help of consumers' verbal communication and purchase motivation.

5. Promotion costs

The following costs are based on the average price of 7,000 yuan / square meter, and the total sales area of 70,000 square meters is put on:

1. Sales agency fees: 1.5% of the property price, calculated according to the actual sales area, if 80% of the total area is sold, the sales agency costs are about 5,880,000 yuan.

2. Newspaper advertisement: 10 times of half-page advertising in the Special Zone newspaper, 1,000,000 yuan.

3. Website production and link costs: 100,000 yuan

4. Sales materials production costs: 30,000 copies of building books, 300,000 yuan; Sand table model, real estate structure model, 50,000 yuan.

5. Sales site packaging: sales office packaging: 150,000 yuan; Banners, buntings, 20,000 yuan.

6. Outdoor advertising: bus shelter advertising, light pole flag, 150,000 yuan

7. Gift production cost: 20,000 yuan.

8. Trade fair fee: 50,000 yuan.