In the whole Christmas WeChat activity planning, the planner needs to have a clear idea: What points should be paid attention to in background analysis? What are the aspects of market analysis? What is the marketing idea? What are the good strategies for product marketing? What are the creative marketing methods for Christmas? What promotion strategies are there?
1, creative sharing
From what aspects to think? For this problem, we can do it from the characteristics embodied in the WeChat public platform and the meaning of Christmas. For example, consumers can do micro-activities when they open the corporate WeChat public platform:
For example, you can get a delicate gift by playing riddles on the lantern game with "one stop to the end", and you can also share the results with WeChat friends circle to get a customized gift. This kind of activity creativity.
2, preparation-know yourself and know yourself
How to do the preparatory work? Collect relevant information, industry information, competitor information, understand the market situation, understand the background culture of Christmas, and make corresponding data reports. Only in this way can the Christmas WeChat activity planning be justified and the marketing plan be targeted.
Many enterprises start planning Christmas WeChat marketing 1 month in advance, which clearly shows that enterprises clearly realize that the marketing activities of Christmas WeChat through WeChat will be very fierce in the market competition of the whole industry. If they want to break through the encirclement through WeChat marketing activities and start brand characteristics, they must understand what preparations their opponents have made and how to deal with them.
For example, in the catering industry, several restaurants nearby are doing Christmas discounts. If you do it again, it will not only be of little significance, but also fall into vicious competition, and finally it will not be worth the candle.
3, promotion-grasp the time
The promotion time of activities is usually ignored by many planners. This is actually a very important factor. Is there a difference between doing activities from 7 am to 9 am and doing activities from 7 pm to 9 pm?
Perhaps many planners have never considered such a problem at all, but this is precisely the focus of Christmas WeChat marketing. Imagine, what is the most frequent time period for consumers to use WeChat?
From 7: 00 a.m. to 9: 00 a.m., office workers are usually not in the mood to read WeChat on their way to work, and students who are still on summer vacation probably haven't got up yet. 7: 00 pm to 9: 00 pm is just the time for everyone to rest, entertain and relax. If you play an upcoming Christmas fun game, many people will be happy to participate.
4. Interaction-fun
Why is WeChat marketing so hot? I believe that the first reason that everyone thinks of is that it is interactive.
However, many companies don't even have customer service staff. If they still can't interact well with WeChat users in Christmas WeChat marketing, then Christmas WeChat marketing will be difficult to succeed. For example, in the lantern riddle game mentioned above, users feel that the steps can be simpler or more interesting, and whether the customer service staff can collect these feedback information in time and reply to consumers.
5. The layout is targeted
The layout of events is the overall control of events. Whether to implement this Christmas marketing activity through the secondary development of WeChat (such as "one stop to the end" micro-activity) or attract users through story design and rich graphic news release needs the planner to consider clearly.
If it is developed for children, the activity interface needs to be designed to be more lovely, so that all Christmas pictures are cartoons, so that children will be interested in participating in the WeChat marketing activities carefully designed by the company.
6, gifts-easy to spread
When planning Christmas WeChat activities, people usually think of the Christmas tree. Can you make a fuss about other aspects? For example, beautiful toys, meaningful souvenirs, handicrafts with Christmas stories and so on.
Then it will be displayed on the WeChat platform and spread through the circle of friends with the powerful influence of WeChat. When friends, elders, wives and children receive these gifts, they get not only surprises, but also appreciation of works of art and enjoyment of creative gifts.
7. Statistics, analysis and utilization
The specific statistical form, what effect is analyzed, what data is used to reflect the brand influence, and whether the marketing effect of WeChat is counted by days or hours, all need careful analysis and thinking.
After the statistics are completed, summarize the lessons of success or failure as the basis for the next brand promotion, so that all WeChat marketing activities are continuous, instead of separating the marketing plans of Christmas and New Year's Day.
In the era of mobile Internet, more and more young users are willing to be active sharers and help spread some interesting things. Especially after 90 s and 00 s, the psychological characteristics of this group of young people are more obvious. When making a WeChat marketing plan, we need to fully understand the psychology of consumers, and the plan made by using these psychological characteristics of young people is more conducive to communication.
The first step of the second chapter of WeChat platform marketing planning, what does the hotel WeChat account do?
The essence of this problem is the positioning as a topic. This is basically the same as Weibo, and the content is King. If we divide the contents of the hotel Weibo, it is nothing more than chicken soup for the soul, advertisements, forwarding lottery, case sharing and interaction with guests. Before doing WeChat WeChat official account, the hotel should make a good plan for the pre-content section. The content module needs deep excavation and careful conception. Simple advertising push, joke encyclopedia and chicken soup for the soul can only disgust users, thus affecting the brand image of the hotel. The principle of content setting should be user-oriented. In my opinion, the content positioning of the hotel's WeChat platform should basically meet the wishes of consumers: first, the basic query and reservation functions (location-based locking recommendation function); The second is the function of managing orders (cancellation and change); The third is the member management function (accumulating members and laying the foundation for direct selling); The fourth is the complaint acceptance function (voice and text interaction of WeChat); The fifth is the release and management function of high-quality activities (for communication).
The second step is how to start the hotel WeChat account.
The first is to complete the hotel WeChat account registration and official certification. Registration methods and procedures can be found on WeChat official website. As for the certification, just like Weibo plus V, it ensures the credibility of the hotel WeChat official account. In addition, officially certified public accounts can directly search for Chinese characters in the search box where friends are added, which supports fuzzy query. For example, if you search for the keyword "Kaiyuan", you can search for "Kaiyuan Hotel Group", which has certain advantages in account promotion.
Step 3: What settings should I make for the hotel WeChat account?
Wechat's custom reply function is very powerful. The official WeChat of the hotel should build a customized reply interface in time. If the official WeChat of the hotel is maintained purely manually, it will only increase the cost of human resources, and will also produce unexpected service effects, which will surprise potential customers (for example, the author sent location information to WeChat of Kaiyuan Hotel Group, and the official actually replied me with a "cold sweat expression"). Through the setting interface, remind users what to send and what return information will be received. If technical conditions permit, I also hope to realize the interactive experience of speech recognition, which will be more fashionable.
Individuals especially like the interactive experience based on location. When the location information is sent by WeChat users, the official WeChat of the hotel will quickly feed back the surrounding hotels to the users, informing them of the hotel price, distance, location, contact phone number and other information, and users can directly book online after choosing. This function is the most convenient booking channel that the hotel can provide to customers at present. You can also provide rewards to customers who book through WeChat by setting bonus points to accumulate user groups. Speaking of which, there may be a single hotel to say. This model is more convenient and more suitable for group hotels. What should I do in a single hotel? Personally, I think it is a good way for the single hotel WeChat channel alliance to realize the location-based single hotel recommendation function by establishing the official WeChat of the alliance.
The fourth step is how to let users know about the hotel WeChat account.
The essence of this problem is the marketing promotion of hotel WeChat account. When it comes to this issue, hotel managers may frown again, because marketing and promotion work seems to cost you a lot of real money. In fact, in the internet environment, as long as the content is well done, publicity may not cost much. For example, WeChat publicity can be added to the official Weibo, and hotel marketers can conduct mobile phone address books and import QQ friends. , accumulate early users; You can also place QR codes online in storefronts (lobbies, rooms, restaurants), stations, airports and other places, and encourage customers in the store to scan and become WeChat friends with rewards; In addition, you can also plan an appropriate amount of prize-winning interactive activities to encourage existing users to forward publicity and attract new users.
The fifth step, how to retain users in the hotel WeChat account?
The essence of this problem is the maintenance of user loyalty. The hotel is still relatively mature in the construction of membership reward mechanism, such as keeping the freshness and activity of WeChat account in the form of integral reward, channel discount and specific packaged products, and maintaining user loyalty. There are many researches on the construction and maintenance of various forms of loyalty in the hotel industry, so I won't go into details.
It has only been half a year since the opening of the WeChat public platform in August last year, and other industries are still exploring. The hotel industry should also try to study. After all, mobile Internet applications are increasingly becoming a necessity for business travelers. Of course, I just want to know a little about it, and it's hard to avoid being a little rough to write. In the Internet age, no matter what new things and new models you face, don't be too contemptuous or too deified, and try with a normal heart. I look forward to discussing with hotel operators.
Wechat platform marketing planning scheme 3 Many industries have already had successful cases of WeChat marketing, so how does the medical industry conduct WeChat marketing? Let's share our experience together.
First, establish the official WeChat official account of WeChat platform.
The limit of public account on WeChat platform is very low. Even a very small individual can successfully establish an account on the WeChat platform for his own brand, which is also a convenient condition for Tencent to carry out marketing for enterprises, and also illustrates the general direction of WeChat marketing.
After the establishment of WeChat official account on WeChat platform, it is necessary to skillfully improve enterprise information, push its own advantages, push its own products and services, and push publicity information to users with a small tool. It is easy to establish relationships with users.
Second, conduct marketing activities on WeChat platform.
Wechat marketing public platform has rich functions and simple operation. The contents to be managed by enterprises need to meet the requirements of the certification platform, which is conducive to medical consulting business. A lot of information involves personal privacy, so you need to reply one-to-one, or you can reply with Weibo's private letter.
It is also very important that the WeChat platform needs special customer service management and certain professional medical knowledge.
Third, use the characteristics of WeChat itself for marketing. The positioning function of WeChat can show you the information of people nearby, and greet users after positioning, which will also play a certain advertising role.
Fourth, choose high-quality push content, let users build a reputation for you, and share their medical knowledge from time to time. These useful information will attract users to share, and invisibly promote the enterprise. After that, we will sort out and analyze the response of the shared content, and constantly improve and innovate.
5. Establish WeChat customer files, push blessing information to users on special festivals, establish good communication relationships, and make your company's reputation in users' word of mouth continuously improve.
None of the above operations is difficult. The key to success lies in the planning and implementation of activities in advance. As long as you do it with your heart, there will be unexpected gains.
The marketing planning scheme of WeChat platform Chapter IV The problems faced by catering industry in WeChat marketing are mainly display demand and reservation demand. Merchants can interact with users by building micro-websites, using micro-activities, micro-applications and micro-members. , thus increasing the flow of merchants and solving the problems of consumer arrival rate.
Wei Ying Shisheng Platform Recommended:
First, micro-website-the portal of catering industry
Aiming at the construction of mobile internet portal in catering industry, special dishes, recommended dishes and signature dishes are mainly introduced. And show it in all directions. 3G photo albums are convenient for consumers to view, attracting consumers to attractive dishes at the first time will directly promote consumption.
Second, micro-activities.
The catering industry has a large passenger flow but low customer loyalty, which has become a problem for many businesses. Micro-activities developed by Wei Ying Shisheng Cloud Platform for catering industry quickly attracted consumers' attention. Interesting games and certain store discounts greatly enhance customers' loyalty to the brand.
Third, micro-application.
1, reservation function
In view of the large passenger flow and limited reception capacity of offline restaurants during the peak meal period, Wei Ying Shisheng Cloud Platform launched an appointment function on WeChat. Consumers make an appointment in advance, and merchants arrange meals according to the specified time, which saves consumers a lot of time waiting in line, and also gives merchants time to prepare dishes and arrange seats in advance. The service of the merchants is more thoughtful, which improves the goodwill and loyalty of consumers to the merchants.
2. One-button navigation function
Consumers can navigate the selected merchants with one click, quickly locate their geographical location, and then guide them to eat in the store all the time, thus avoiding the loss of users caused by the inability to quickly find the location of the merchants.