In the second section, the theme of marketing activities, in order to ensure that the work or things can be carried out in an orderly manner, we will customize the planned content in advance. Marketing is a good channel to expand customers, but a good theme will also become the key to attract customers.

Section 2 Theme of Marketing Activities 1 I: Bank Marketing

I. Brief introduction of the cooperative unit

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Second, the purpose of the activity

For the purpose of attracting customers, interact with community customers, create and feel the community culture of the project, drive new and old customers, improve the popularity of our community bank, attract the attention of customer groups, and expand the influence and popularity of community banks.

Three. Main points of activities

1, activity content

1) somatosensory games attract attention.

In order to attract new and old customers to understand our community bank and enter our community bank, this competition was specially held and achieved remarkable results. Arrange a fixed period of time every week to have an interactive project of somatosensory games in front of our community bank (or within our ability).

The content of this game is novel and exquisite, and it also has the effect of national fitness, which will definitely attract customers passing by, and these customers who stop must have the customer groups that our bank is looking for.

In addition, customers who participate in somatosensory interactive games need to sign their names in the activity participation details register and leave their phone numbers as the source of customer information of our bank.

2) When customers attract people to a certain scale, you can continue to answer questions with prizes.

Visiting customers can not only experience the fun of somatosensory games, but also participate in the award-winning feedback of answering questions, and the publicity will certainly achieve the expected results.

2. Exchange suggestions on topics

Suggestions for answering questions are as follows:

1. When was the bank established?

2. What is the bank's business philosophy?

3. What are the product specifications of the bank's wealth management products? Questions can be selected according to customer needs.

3. Publicity (1) put campaign advertisements in newspaper boxes near community banks;

(2) Posting advertisements for marketing activities on elevators and bulletin boards in communities around community banks;

(3) Promote activity information through WeChat;

4, activity feedback and tracking sales actions

On-site personnel will analyze the situation of customers' answers according to the development of activities and provide targeted services to customers. For customers who participate in the game interaction, after the game is over, they will conduct targeted in-depth excavation.

Fourth, the target customer organization.

1. Target customers

Target customers include: visiting customers in the communities around the community bank who came here through publicity, and new customers brought in that day;

2. Customer organization

New and old customers coming to visit will come to our bank on the same day. After a brief understanding, the receptionist will conduct diversion guidance, bring the consulting customers to the consulting area, and bring the customers who participate in the game to the game area for registration.

When the game starts, the fixed staff will inform the game mode and matters needing attention, and then start interactive games and quick answer games. Customers who answer our questions correctly will get exclusive souvenirs from Bohai Bank.

Verb (abbreviation for verb) arrangement of time and place

1, time

You can use the holidays or statutory rest days after the opening of community banks.

Step 2: Location

In front of our community bank (or within our ability)

Budget of intransitive verbs (please list name, unit price, quantity, total price, etc. Details of each expense)

XBOX360 somatosensory game 1 3000 yuan.

Souvenir 100 0-500 yuan (you can use our existing cups or something else).

1 flat screen TV 3000 yuan (community banks should have this equipment)

Seven, the expected effect analysis

1. The expected business volume brought by this activity.

The business volume can't be guaranteed, and the popularity will definitely increase.

2. The expected impact of this activity.

The expected impact left a deep impression on customers. At the same time, with the sales of wealth management and savings products, the deposits and business volume of outlets increased greatly.

Eight. Personnel arrangement and responsibilities

1, event planning: 2 people.

Responsibilities: Arrange on-site partition to receive customers and equipment debugging and other process distribution.

2. Activity coordinator: 3 people.

Responsibilities: receive visiting customers and do a good job in publicity and explanation.

3. Person in charge of the event site: 1.

Responsibilities: Responsible for all the details of the day's activities.

Section 2 Theme of Marketing Activity 2 I. Theme of the activity: "Golden Autumn Marketing"

With the theme of "Golden Autumn Marketing", this activity aims to express our sincere desire to share our efforts with high school and mass customers and create a better future together, and to spread our business philosophy of focusing on customers and striving to achieve "win-win" between banks and customers.

On this basis, banks can refine the main "selling points" of activities into sub-topics according to the characteristics of their own activities.

2. Activity time: 20xx-65438 September 26th+10/October 30th 3 1.

Third, the purpose of the activity:

Taking Mid-Autumn Festival and National Day as the tipping point, focusing on individual high school customers and cardholders, focusing on consolidating and developing customers, promoting the use of savings cards, improving the handling fee for express delivery, and focusing on expanding shopping, tourism, catering,

Entertainment market and related markets, at the same time, expand product coverage, promote customers' multi-frequency and multi-variety use, and promote the all-round development of personal banking business; At the same time, through the promotion of "Golden Autumn Marketing", we will establish our brand social image.

Enhance customers' knowledge and feelings about our three-tier personal financial services (VIP service, community service and self-service), improve the distribution efficiency of electronic channels and effectively improve business performance.

Four. Activity content

Activities mainly include the following contents:

(1) "Happy Delivery of Golden Autumn Marketing Products" promotional gifts.

In order to encourage cardholders to spend by credit card and pay without paper, promote the rapid growth of various business volumes of bank cards and self-service devices, maintain and enhance the competitive advantage of Express Huitong business, and promote the sustained and rapid development of remittance business, the following preferential promotions and gifts are specially carried out:

1, "Golden Autumn Marketing, Self-help Gift Delivery"

(1) During the activity, customers who use our savings card to pay for self-service equipment twice in the whole province can exchange the payment voucher and deposit and withdrawal voucher for a gift worth 200 yuan at their local business outlets. First come, first served, until it is delivered.

The voucher must be the payment voucher of the same savings card. After the gift exchange, we will take back the payment voucher.

(2) Customers who sign the payment agreement during the activity can get a gift worth 200 yuan. Send it after signing the contract, one for each household, first come, first served, until it is delivered.

The event gifts are purchased by the bank itself.

2. "Golden Autumn Marketing and Kaqing Double Festival"

(1) During the activity period, the annual fee of the current year will be exempted.

(2) If the credit card consumption reaches a certain standard, you can use the POS documents and bank cards of consumer transactions to collect the gifts of the corresponding standard at the designated place of the local CCB until the consumption is finished.

Spend more than 1000 yuan (inclusive) and give gifts with a value of 100 yuan;

Spending more than 5,000 yuan (inclusive) by credit card, giving away the value of 150 yuan gift;

Credit card spending 10000 yuan (inclusive) or more, giving gifts of 200 yuan value;

Spend more than 20,000 yuan (inclusive) by swiping the card, and give gifts worth 300 yuan;

Gifts should fully cater to customers' psychology of holiday leisure shopping. Suggestions for spending less than 5,000 yuan by credit card include zoo tickets, park tickets, and packages of fast food restaurants with elegant dining environment such as McDonald's around shopping malls. These are all set by the bank itself.

Banks should actively screen 3-4 special merchants with large consumption transactions, such as large shopping malls, high-end hotels and high-end restaurants, according to local actual conditions, and take the form of on-site gifts to customers who meet the consumption standards that day to enhance the sensational effect of the activities.

As the activity lasts for more than one month, banks should reasonably arrange the rhythm of gift delivery, determine the number of gifts of various grades every day, and deliver the gifts on the same day; At the same time, banks should actively give gifts to customers with different cards.

3. "Golden Autumn Marketing, Express Huitong Preferential Broadcast"

During the activity, the remittance fee for express Huitong was reduced by 20%.

(2) "Golden Autumn Marketing, Happy Products Delivery" outlets, silver-haired products display and quality service activities.

Take the business outlets as the unit to carry out the "Golden Autumn Marketing, Happy Products Delivery" quality service and personal silver product display activities. These activities mainly include:

1. Business outlets uniformly hang publicity banners, and post and place marketing activity posters and activity leaflets distributed by provincial branches (recently distributed) to attract customers' attention with novel and rich visual appeal.

2. Tellers in outlets wear work badges uniformly, which increases the affinity of employees and highlights the warm and cordial service image of our employees.

Bank marketing activity plan 3 activity plans

3. During the activity, each outlet should set up a special publicity desk and be equipped with a storage guide, strengthen dynamic publicity, guide customers to use the self-service channel provided by the Bank to handle ordinary deposit and withdrawal business, and actively do related exchange work.

4. Actively carry out high-quality service of outlets, improve the service quality of counters of express Huitong and other businesses, strengthen the communication between counter personnel and customers, and effectively enhance the service image of outlets.

5. Do a good job in providing customers with green channel services, provide preferential services to customers in strict accordance with relevant requirements, and create a good holiday service environment for customers.

(3) Community activities of "Golden Autumn Marketing, Happy Delivery of Products".

1, expand the penetration of community marketing, close community relations, and steadily promote community marketing as planned.

Seize the favorable opportunity of Mid-Autumn Festival and National Day, carry out the community marketing activities of "Golden Autumn Marketing, Happy Delivery of Products", and steadily promote the second phase of community marketing. Through community financial service outlets, excellent services, outdoor exhibitions, community financial classes,

The marketing team is closely integrated with community publicity and other aspects, establishing the image of the Bank's community service in an all-round way, strengthening the connection between community financial service outlets and target communities, and strengthening the feelings between outlets and community customers to steadily promote community marketing.

2. Determine the target customers of the community, actively expand the relevant business volume in combination with the promotion content of the activity, and effectively improve the business performance of community marketing.

(1) Actively expand express Huitong business.

September and June 5438+ 10 are the peak periods for students to enter school or register as freshmen. Banks can carry out marketing activities to enjoy remittance discounts with student ID cards or admission notices, attract student customer groups and expand the market business of educational communities. For people with high remittance frequency in cities,

Such as business people and migrant workers in commercial communities, actively carry out community marketing activities to improve the effectiveness of marketing activities; For large remittance companies with potential and national and cross-regional enterprises with the demand of paying wages in different places, banks can conduct one-to-one marketing through public-private linkage.

Strive for batch remittance services such as paying wages.

(2) Effectively promote personal savings deposit business.

In September and June, 5438+ 10, the target communities of personal deposits should be identified as campus communities and wholesale markets, so as to effectively grasp the seasonal characteristics of students' tuition fees and frequent business contacts and vigorously absorb savings deposits. Seize the business opportunity of the National Day stock market closed and focus on marketing.

"Personal notice deposit", seize the opportunity of new students to enter school, and focus on marketing "educational savings deposit". In the marketing promotion, we should pay attention to the innovative advantage that our bank only needs to notify the deposit assistant to deposit and save for education twice. During the National Day, banks should make good arrangements. During the event,

Banks should arrange special personnel to be on duty to properly handle customer complaints or meet the special needs of customers.

(3) Effectively develop personal car loan business and various personal consumer credit businesses.

During the activity, all banks should strengthen the publicity and marketing of the bank's automobile consumption credit and various personal consumption credit businesses in commercial communities such as automobile distribution market, home appliance wholesale market and house decoration market. Strengthen the marketing of high-end customers,

Promote the cooperation of car purchase service for group customers; At the same time, we will strengthen communication and cooperation with PICC P&C company and automobile dealers, increase the expansion of the group's customer resources, and promote the steady growth of personal automobile loan business.

During the activity, banks should speed up the efficiency of business acceptance and approval, and strive to provide convenient and efficient services to customers on the basis of standardized operation.

(3) The activity of "Happy Product Delivery in Golden Autumn Marketing".

Taking this activity as the breakthrough point, through the establishment of the customer return visit system, we can understand the customer's holiday needs, make full use of the service functions of the cooperative units, and provide customers with all-round VIP value-added services; At the same time, seize the high-end customers "ten? One "

In the meantime, there is a favorable opportunity to consider personal or family financial planning, introduce personal financial services to high-end customers, and further enhance the attractiveness of Ledangjia financial services. The main contents are:

During the 1. activities, banks will send holiday cards made by provincial branches to customers by letter or manual delivery, and prepare a certain amount of gifts at the same time. Gift bags are uniformly produced and distributed by provincial branches, and gifts are provided by banks.

2. Cooperate with high-end cooperative institutions in local catering, entertainment and other industries to provide preferential treatment for customers holding my card during the event; Joint airports, stations and other transportation departments provide VIP services to customers.

3. During the National Day, customers go out more, and banks should ensure the normal operation of wealth management centers, wealth management counters and customer-specific windows; At the same time, organize business outlets, personal loan centers and other operating institutions to effectively implement customer green channel services and various preferential services.

Create a good holiday service environment for customers; In addition, we should cooperate closely and strictly implement the standard of "roaming service" to ensure that V customers of the head office can get special services all over the country, so as to honor brand promise, which is the master of music.

Four. moving target

Through this series of activities, our personal banking business strives to achieve the following objectives in June+10, 5438:

1, the number of new customers exceeded the best level in the same period in history, the customer structure was improved, and the quality was further improved;

Integrated marketing

2. The social popularity and utilization rate of the card have been further improved. Compared with the same period last year and September this year, the volume of credit card consumption transactions increased significantly in that month, and the proportion of peers increased on the basis of September;

3. The competitive advantage of Express Huitong has been consolidated and improved, which has promoted the sustained and rapid development of the business, and the new fee income has reached the best level in the same period in history;

4. The transaction volume of agency business such as self-service equipment deposit and withdrawal increased by 10% compared with September.

5. Successfully complete various business indicators.

Section 2 Theme Marketing Activities 3 1 Theme Product Marketing

Theme product marketing focuses on theme products. By improving the original theme products, develop new theme products or other marketing means, and sell as many products as possible, with the main purpose of higher sales or profits. For example, moon cakes are the theme products of Mid-Autumn Festival.

Enterprises can maximize sales before the festival through a large number of advertisements, lottery promotions, price strategies and other means; On Valentine's Day, the flower shop will try its best to sell more roses. Theme product marketing is the first level of theme marketing.

This kind of market competition purely for the purpose of product sales is very fierce, and more and more enterprises have to make greater efforts beyond products, as Levitt said: "Modern competition does not lie in what enterprises produce in their factories.

But what they can add to their products-such as packaging, services, advertising, customer consultation, financing, delivery, warehousing and other values that people value. "

2. Theme brand marketing

Theme brand marketing focuses on the brand of theme products. It no longer only focuses on product sales, but on the establishment and development of theme brands. By shaping the theme brand, the reputation of the enterprise can be improved and the customer loyalty of the enterprise products can be improved.

A profound brand not only means continuous purchase, but also means higher premium and profit. For example, in the Mid-Autumn Moon Cake Market in Shanghai, Xinghualou is a brand deeply loved by residents, which represents excellent quality and a long history, and also symbolizes a lasting feeling.

Paying attention to theme brands has actually gone beyond the level of theme products, and its purpose is no longer short-term sales, but represents long-term and more sustainable interests. From the perspective of competition, theme brand marketing has risen to brand competition, which is a higher level of competition.

It shows the further development and maintenance of customer interests.

3. Theme culture marketing

Theme culture marketing is a higher-level theme marketing method. Its marketing focus is not a specific product or brand, but the culture contained in the theme. It is a deep-seated thing to guide consumers' holiday activities and purchase behavior.

Consciously and unconsciously, it affects people's holiday consumption behavior and content. Theme product is a part of theme culture, or one of the material carriers. Theme culture can also be expressed in other ways, such as etiquette, system, behavior, consumption procedures,

Cultural atmosphere formed by colors and sounds. Therefore, the theme culture is a complex multi-level synthesis. Theme culture marketing studies the influence of holiday culture on residents' holiday theme consumption.

Through well-designed theme products and appropriate theme promotion activities to meet people's inner wishes and needs, so that consumers can achieve a spiritual soundness. The purpose of theme culture marketing is to realize the harmony and integration of commodity culture and festival culture.

In the process of consumption, customers not only get material benefits, but also get cultural exchanges and spiritual pleasure. The difference between theme culture marketing and theme product marketing is not so much the difference of product culture content as the change of marketing concept.

Theme culture marketing focuses not on consumers' purchasing behavior or material profits, but on spiritual satisfaction, which is of great significance today when people pay more and more attention to spiritual life.