Customer requirements: the cooperative customer requires that the consumer be sent to the community for online trial for one month.

Its potential purpose is to promote the later consumption transformation.

Organic vegetable pricing: monthly card 1800, annual card 12000.

Positioning of potential consumers:

1, people who pay attention to health and pursue a higher quality of life

People with families over the age of 2.30.

3. Mainly female groups.

4. With a certain economic level, the annual family salary should be above 500,000.

Advantages of this scheme:

After screening the cooperative community, the crowd is more accurate.

Disadvantages:

1, the cost is too high

2. Communication is limited and the communication level is too narrow.

3, there is no platform to precipitate users. After the dishes are delivered, customers can no longer be contacted, and it is difficult to achieve secondary sales transformation.

Conditions of this activity: it has a good relationship with the residential property and can enter the residential area for activities at a lower price.

There are no channels on the Internet.

After evaluation, the scheme is changed to the following scheme:

The trial was changed from one month to one week, and then the users who participated in the publicity fission were upgraded to one-month members.

The operation mode is changed to online (private WeChat+official WeChat account)+online linkage mode.

Try offline, then let the user add a private micro signal, fill in the delivery address, and guide the fission.

Online WeChat official account is used for brand promotion and fission gameplay guidance, and private micro-signals provide services to precipitate users.

The advantages of this scheme are:

1, reducing costs

2, can expand the spread.

3. You can deposit users and store water for secondary sales conversion.

4. The simultaneous operation of two channels and the separation of micro-signal operation can verify the input-output ratio of different channels and provide reference for the selection of future activity channels.

Disadvantages:

Inappropriate delivery channels lead to inaccurate fans and have no value for later transformation.

After comprehensive evaluation, the second scheme is more in line with the overall interests.

The specific activity flow is as follows:

Operational issues needing attention in the whole process:

1, WeChat official account copy propaganda should meet the needs and concerns of the public, not from the perspective of product promotion, otherwise it can only be arrogant. Therefore, the tweets of WeChat official account all start with recipes, and then introduce that the quality of cooking is related to the quality of raw materials, so as to introduce activities and hope to guide friends to forward them.

2. Reduce the participation threshold of users (so if the customer's requirements are met, use a small assistant instead of sending food for a week)

3. In the process of fission, both parties should benefit, and the operation should be simple (therefore, under the condition of meeting the requirements of customers, users involved in fission should be provided with the service of upgrading their monthly cards, and invited users should be given a week's food, with the help of third-party fission tools (choose Sohu Express Station to save costs)).

4. If you don't have your own online channel, you should take the opportunity to replace the resources and replace the fan resources of other online channels with the resources of free organic vegetables (in order to ensure the later sales conversion rate, when negotiating cooperation channels, you must choose some official WeChat accounts, social groups and Q groups for middle and high-end people, and give them to each other in the form of welfare, so that they can help drain private micro-signals).

5. The whole activity should be guided one by one, and the process should not be complicated from the beginning, which will easily make the target group lose interest. In order to regain his vested interests, he will be guided to participate in fission by giving greater benefits. Therefore, the monthly card upgrade activity is designed to add micro-signals, fill in the receiving address, give guidance and participate in fission.

6. Users from different channels should make different labels, so as to make counter-offers for later activities and monitor the quality of different channels.

7. The data of each link of the activity should be recorded in the form to provide data support for the recovery after the activity.

8. In the design of publicity materials, we must try our best to be high-style and not make people feel low-style.

The whole activity is designed around several parts:

1, activity target

2, crowd positioning

3. Activity cost

4. Available resources

5. Delivery channels

6. Data monitoring during activities

7. Activity Time Node Control

8. Control the number of prizes for activities.

9. The activity failed to meet the expected backup plan.

10, the activity exceeds the expected backup plan.

The backup plan of the whole activity process is as follows: It is estimated that the peak period of the activity will be 2-3 days, and we have written the activity time as a week. If it fails to meet expectations, we will increase cooperation channels.

We distributed 500 copies of the donation, leaving some reservations. If it is detonated, we will send the reserved part together.