In order to ensure the scientific and orderly progress of things or work, it is often necessary to prepare a specific, detailed and targeted plan in advance, which has the characteristics of operability and feasibility. How should the plan be made? The following is the WeChat marketing plan I collected for you, for reference only. Let's have a look.
Wechat marketing planning scheme 1 1, creativity
Creativity is the most basic standard for every planner. As a qualified WeChat marketing planner, we should be "half-hearted": confident, determined and persevering; Creativity and willingness. It's important to have your own unique ideas. If you really don't know how to do it, you can quantify yourself, for example, come up with 30 ideas a day, otherwise you won't eat, and you have to force yourself. Only in this way can you successfully write a good creative marketing plan for Mid-Autumn Festival and make young WeChat users who pursue fashion feel refreshed.
From what aspects to think? The author believes that we can do it from the characteristics embodied in the WeChat public platform and the implication of the Mid-Autumn Festival. For example, when consumers open the corporate WeChat public platform, they can float some Kongming lanterns, click on Kongming lanterns, and users can play riddles on the lantern game, guess how many riddles can get a delicate moon cake, and share the results to the WeChat circle of friends to get customized moon cakes.
Step 2 Prepare for work
How to do the preparatory work? Collect relevant information, industry information, competitor information, understand the market situation, understand the Mid-Autumn Festival background culture, and make corresponding data reports, so that the planning of this Mid-Autumn Festival WeChat activity is reasonable and well-founded, and the marketing plan is targeted.
As far as I know, many companies have started to plan the Mid-Autumn Festival WeChat marketing this year. Obviously, the market competition of the whole industry will be very fierce. Take the catering industry as an example. Since 20xx, catering outlets have expanded rapidly. If you want to break through the tight encirclement and start brand characteristics through WeChat marketing activities, you must know what preparations your opponents have made and how to deal with them. Several restaurants nearby are having Mid-Autumn Festival discounts. Not only is it meaningless for you to discount again, but you will also fall into vicious competition.
3. Promotion 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 WeChat Mid-Autumn Festival 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 interesting game for the upcoming Mid-Autumn Festival, many people will be happy to participate.
Step 4 interact
Why is WeChat marketing so hot? I believe that the first reason that everyone thinks of is that it is interactive. Xiaomi has been very successful in this respect. Xiaomi's WeChat public platform has 9 customer service staff, which is equivalent to a small team. However, many companies don't even have customer service staff. If they still can't interact well with WeChat users during the Mid-Autumn Festival, then the Mid-Autumn Festival 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. Can customer service staff collect these feedback information in time and reply to consumers?
5. Activity layout
The layout of events is the overall control of events. Whether to implement Mid-Autumn Festival marketing activities through the secondary development of WeChat or attract users through story design and rich graphic news release needs the planner to consider clearly. If it is developed for children, then the activity interface needs to be designed to be more lovely, so that all Mid-Autumn Festival pictures are cartoon, so that children will be interested in completing the company's carefully designed WeChat marketing activities.
6, event gifts
When planning Mid-Autumn WeChat activities, people usually think of moon cakes. Can you make a fuss about other aspects? For example, exquisite Chinese paintings, Pu 'er tea that elders like to drink, handicrafts with Mid-Autumn Festival 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, activity effect statistics
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, rather than separating the marketing plans of Mid-Autumn Festival and National Day.
Wechat marketing plan 2 1. Brief introduction of task
1. 1 wechat marketing purpose:
Establish a one-to-many interactive marketing platform, rely on WeChat, penetrate personal real social circle, create marketing channels: spread information such as brands, products, projects and companies, and attract more consumers and franchisees. , has become an important part of enterprise mobile Internet marketing channels.
1.2 enterprise income value:
Through the implementation of this plan, the layout of mobile Internet marketing channels will be gradually completed, and the current income and strategic layout will be made for the company to realize network operation.
1.3 through the three-layer filtering mechanism, the broad masses of people are filtered to our customers layer by layer.
The first layer of filtering: attracting people's attention and building relationships through WeChat WeChat official account.
The second layer of filtering: through the professional information training and guidance gradually carried out by WeChat, potential customers are filtered to the trading platform.
The third layer of filtering: the company's professional investment websites or physical stores.
2 Program implementation measures
2. 1 team building
2. 1. 1 Team requirements:
1, business negotiation ability; 2. Grasp key abilities; 3. Positive thinking ability; 4. Continuous learning ability;
5. Efficient communication skills; 6. Ability to build relationships; 7, crisis public relations processing ability; 8. Understand the audience's interest ability;
9. Organization and coordination ability; 10, brand building ability.
2. 1.2 Composition of team members
The employees of the company 1-2 are responsible for each WeChat WeChat official account. Set up two emergency management responsible persons (general manager or deputy general manager). In addition, 1-2 employees with rich network marketing experience are responsible for the project operation (consultants can also be hired).
2.2 Team resources
2.2. 1 online promotion budget
The team should make the promotion plan and the required fund budget, do a good job of communication and approval, and ensure that the funds are in place in time.
2.2. 1 offline promotion budget
The team plans the budget for materials, transportation, venue rent and other resources needed for offline marketing activities.
2. Programme implementation
2. 1 Open public platform account (register official WeChat, join WeChat, sell WeChat, customer service WeChat, etc.). )
2.2 Make QR codes and micro-signal publicity pictures, put QR codes in official website, Weibo, blogs and forums, and design QR code publicity leaflets, posters, business cards, staff T-shirts, outdoor advertising light boxes, etc.
2.3 Online promotion methods
Forum, IM tool, EDM, official website, online shop, blog, Weibo, social networking site, mutual promotion, paid advertisement, public account navigation.
2.4 offline promotion methods
Business cards, leaflets, T-shirts/advertising shirts, menus, brochures, product packaging, in-store posters, outdoor advertisements, attention to strangers, activities and traditional media.
3. Management work
Wechat marketing planning scheme 3 1, creativity
Creativity is the most basic standard for every planner. As a qualified WeChat marketing planner, we should be "half-hearted": confident, determined and persevering; Creativity and willingness. It's important to have your own unique ideas. If you really don't know how to do it, you can quantify yourself, for example, come up with 30 ideas a day, otherwise you won't eat, and you have to force yourself. Only in this way can you successfully write a good creative marketing plan for Mid-Autumn Festival and make young WeChat users who pursue fashion feel refreshed.
From what aspects to think? The author believes that we can do it from the characteristics embodied in the WeChat public platform and the implication of the Mid-Autumn Festival. For example, when consumers open the corporate WeChat public platform, they can float some Kongming lanterns, click on Kongming lanterns, and users can play riddles on the lantern game, guess how many riddles can get a delicate moon cake, and share the results to the WeChat circle of friends to get customized moon cakes.
Step 2 Prepare for work
How to do the preparatory work? Collect relevant information, industry information, competitor information, understand the market situation, understand the Mid-Autumn Festival background culture, and make corresponding data reports, so that the planning of this Mid-Autumn Festival WeChat activity is reasonable and well-founded, and the marketing plan is targeted.
As far as I know, many companies have started to plan the Mid-Autumn Festival WeChat marketing this year. Obviously, the market competition of the whole industry will be very fierce. Take the catering industry as an example. Since 20 years ago, catering stores have expanded rapidly. If you want to break through the tight encirclement and start brand characteristics through WeChat marketing activities, you must know what preparations your opponents have made and how to deal with them. Several restaurants nearby are having Mid-Autumn Festival discounts. Not only is it meaningless for you to discount again, but you will also fall into vicious competition.
3. Promotion 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 pm and starting activities at 7 pm? Perhaps many planners have never considered such a problem at all, but this is precisely the focus of WeChat Mid-Autumn Festival 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 interesting game for the upcoming Mid-Autumn Festival, many people will be happy to participate.
Step 4 interact
Why is WeChat marketing so hot? I believe that the first reason that everyone thinks of is that it is interactive. Xiaomi has been very successful in this respect. Xiaomi's WeChat public platform has 9 customer service staff, which is equivalent to a small team. However, many companies don't even have customer service staff. If they still can't interact well with WeChat users during the Mid-Autumn Festival, then the Mid-Autumn Festival 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. Can customer service staff collect these feedback information in time and reply to consumers?
5. Activity layout
The layout of events is the overall control of events. Whether to implement Mid-Autumn Festival marketing activities through the secondary development of WeChat or attract users through story design and rich graphic news release needs the planner to consider clearly. If it is developed for children, then the activity interface needs to be designed to be more lovely, so that all Mid-Autumn Festival pictures are cartoon, so that children will be interested in completing the company's carefully designed WeChat marketing activities.
6, event gifts
When planning Mid-Autumn WeChat activities, people usually think of moon cakes. Can you make a fuss about other aspects? For example, exquisite Chinese paintings, Pu 'er tea that elders like to drink, handicrafts with Mid-Autumn Festival 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.
Wechat Marketing Planning Scheme 4 Many brands' official micro-signals have done activities. What is the effect? I don't think there are many shy words to say, because the effect is really not so good. In addition to the 8% conversion rate of Vanke, the popularity of Xiaomi mobile phone WeChat, and the scratch storm of oppo mobile phone, there are really few worth mentioning.
Personally, I think the planning of WeChat marketing activities should start from the following directions:
First, the user experience is paramount.
When designing marketing activities, the purpose should be as clear and single as possible. Many people like to integrate multiple marketing purposes into one marketing activity. And each purpose will increase the user's operation. End users feel that the experience is not good and it is too difficult to give up.
For example, when they see the lucky draw, let users pay attention to WeChat to get the activity link, then click Login, enter the mobile phone number to get the login code, and then use the login code to log in to the designated website for the lucky draw.
Among them, users not only have to go through four steps to complete, but also switch between mobile phones and PCs. The purpose of this design is to increase WeChat fans and bring traffic to the website. The dual purpose makes this activity process relatively complicated.
Second, data analysis measures the effect.
The effect of a well-designed marketing campaign should be measurable, such as how many fans you have added, how much traffic you have brought and how many products you have sold.
It is by no means unmeasurable. If the effect is not measurable, it is impossible to monitor the key KPI in progress to optimize the adjustment. For example, the effect of the activity mentioned above can be the increase of fans or the traffic of the website, and this effect must match the previous purpose.
Sometimes it is not necessarily the purpose of marketing activities to measure the effect easily. For example, when a product recommendation is released, the forwarding volume is the easiest to track, but it should not be the final effect of this activity, but the traffic or sales volume is.
Third, limited rewards or investment.
Limited reward, or investment. Marketers often say that no matter how much budget I give, I can do activities with this effect. If the same effect is achieved, you will spend 6.5438+million, while others will only spend 5 million. Do you think this marketing campaign is successful?
Limited prizes or investments should be controllable in marketing activities, and once they are uncontrollable, they will become activity risks. Ensure that the roi is greater than 1.
Fourth, the "fool" operation rules
We don't want to take part in complicated activities. The first point mentioned is actually the user experience. Of course, simple rules are sometimes closely related to marketing purposes. As mentioned in the first point, the rules are naturally complicated after the purpose is increased.
For example, the earliest Weibo event @5 10 people, WeChat friends circle will forward it first and then take screenshots to receive the prize, which will be very complicated. You will find out why prize forwarding is the most popular in Weibo, because it is simple. Anyway, it is a question of turning around.
Of course, within a certain range, the attraction of prizes can weaken the conflict caused by complex rules, but the original rules should be as simple as possible, or users can be stimulated by phased rewards every time they complete their requirements. Just like a game, fighting monsters, the upgrade itself is somewhat complicated, but he is willing to participate, because he can get feedback rewards after completing a task.
Five, interesting, clever design with * * *
Interesting and fun design can also make users can't help but participate, and sometimes even give no reward, because he gets a spiritual reward when he participates, and he is happy. For example, we saw every object, the group, the sorry group, and no one gave them money, so countless people spoofed and forwarded it.
Why? Because he has been rewarded when he participated in the exchange-spiritual reward. If the marketing activities of enterprises can make consumers get spiritual returns and feedback while participating, then they will greatly ignore the material returns, thus reducing the marketing investment of enterprises.
This is why some enterprises are keen on public welfare marketing, that is, to grasp that everyone has responsibility and kindness, is willing to do good deeds, and will feel happy after finishing them, thus expanding the spontaneous spread of influence.
Matters needing attention in planning activity scheme of intransitive verb WeChat
1, the activity threshold should be low. Generally speaking, according to your target group, the lower the threshold, the better. The more elementary the audience, the better, because the more advanced the users, the smaller the user base, and the enthusiasm of advanced users for activities is far less than that of primary users. In addition, the low threshold also includes the formulation of activity rules, and the rules are as simple as possible. The more complicated the rules are, the fewer people will participate, especially WeChat, a fragmentation time when more communication tools are used.
2. The activity rate of return should be high. Activities must benefit fans and users, because users' enthusiasm can only be mobilized if the activity has a high return rate and rich prizes. Activity rewards can be material or spiritual. Why do you want a high-return prize? It is because consumers have long been accustomed to overwhelming activities and have long been indifferent to prizes, so prizes should be set with characteristics and attractiveness.
At the same time, we should also pay attention to improving the winning rate of prizes. Although the grand prize was good, the number of winners was small, and many participants were busy for nothing, which dampened their enthusiasm. Therefore, on the basis of ensuring the grand prize, try to set up as many small prizes as possible so that as many people as possible can get gifts.
3. It's more interesting. The more interesting the activity, the better. Only when the activities are fun and interesting will more people participate and the atmosphere of the activities be created. If the activity is interesting enough, even if there is no prize, everyone will actively participate. In this era of comprehensive entertainment, entertainment is the fundamental purpose of everyone surfing the Internet.
Wechat Marketing Plan 5 1: Don't forget your precious pet when you get together.
On September 25th-10/October 25th, 10, special pet feed and pet moon cakes for Mid-Autumn Festival were launched. Let your pet also enjoy this sweet Mid-Autumn Festival gift.
Product name; Mid-Autumn Festival pet moon cakes. (green tea, beef, coconut, chocolate) can be freely selected according to your pet's special preferences.
Description: ipartment has specially prepared sweet snacks for your pet on the occasion of the Mid-Autumn Festival, so that your pet can enjoy your care and concern in this reunion season.
Pet index: +5
Life Index: +2
Growth rate: Oh
Unit price: 0.5i.
Users who purchase 60 copies at one time can enjoy 15 days platinum membership for free.
2: On a full moon night, we go home together.
When did the moon begin to appear? I take my glass from a distance.
I hope people will live for a long time and have a good scenery thousands of miles away.
The days of two people are no longer lonely; The days of two people, no matter where they go, have more concerns in their hearts; Two people's days, because of you, the mood is always round.
During the Mid-Autumn Festival, we specially launched a set of commemorative furniture. Let you and your close friends who live together create your own romantic atmosphere on this reunion day.
September 25th-65438+1October 25th, special limited edition sweet suite furniture was launched.
Furniture: Mid-Autumn Festival warm double sofa, sweet double bed for reunion night, romantic double hammock, the most romantic thing-moon-watching rattan chair (limited to 5000 sets).
Background: French window with bright moon, the moon represents my heart, small balcony for two people (limited to 5000 sets)
Daily necessities: mooncake gift box, double love cushion, Europa fireplace (limited 10000 sets)
Theme background category: moonlight that day? Mid-Autumn Festival this year? The Goddess Chang'e flying to the moon ... (limited 10000 sets)
Music in the background of the concert hall: Look at the face of the moon. This is all caused by the moon. I hope people live a long life. Moonlight in the city, the moon at that time (limited to 20 160 sets).
In addition: give others limited Mid-Autumn Festival sweet furniture and enjoy a 10% discount on the price. Send love wishes to your friends and neighbors quickly.
During the activity, you can get a DIY audition opportunity for flowers and plants and a 30-day audition opportunity for Mid-Autumn Festival theme music by purchasing (including self-use and gift) a set of supplies at least 30I RMB.
3. A person's full moon can't be lonely.
Flowers in the next pot of wine, no friends, drink alone.
Raise my cup, I invite the bright moon, which brings me its shadow and makes us three people.
Perhaps, in this blue sky and full moon night, you are still wandering alone; Perhaps, in this reunion day, you are still looking forward to the best meeting in your life. Don't bemoan why I am alone, and there is no need to be sad. It's hard to play two rounds. Write down your story, tell your feelings, let us listen and let more people share.
Single Love Letter-Theme Essay Activity
Write to him or her in your mind. The other person can be a real person or someone he imagines he will meet in the future. Speak your love boldly and release your mood.
Requirements: the form is not limited, more than 500 words. Ipartment registered user, currently single.
Selection: netizens selected, and the votes of the opposite sex were dominant. Boys' entries, girls vote 1, get 2 points, boys vote 1, get 1 points. For girls, boys vote 1 and get 2 points, while girls vote 1 and get 1 points. Winners break up.
First prize 1 Get a one-year special platinum member (more privileges than platinum members).
Ipartment commemorative notebook computer
Three second prize winners obtained special platinum membership for half a year.
Ipartment commemorative ipod one
Eight third prize winners were granted special platinum membership for half a year.
Ipartment commemorative watch
All participants will get 1 month platinum membership and have the opportunity to be invited to our bachelor party.
Each member who takes part in the voting will get a reward of 20xx/ time. Each registered user can only vote for 3 users at most.
The moon represents my heart-eternal memory.
Holding hands is always shy in memory, falling in love is always sweet in memory, he/she is always the most beautiful in memory, and love words are always beautiful in memory.
Remember when he/she first confessed to you, you lowered your eyes and your cheeks burned with joy and reserve?
Remember when he/she vowed to protect the firmness and sincerity on your face for the rest of your life?
Remember the sweet words he/she once said in your ear?
You don't need a beautiful voice, you don't need gorgeous words, and simple words can make you deeply moved.
A love story that he/she once touched you most.
There is no limit to the form and the number of words, just be true, in your memory. (No irrigation. )
All participants will get 100 points/article, and all "love stories" will be scrolled on the mood-on-demand viewing board. We will also select 50 popular users from the participants to try out the ipartment function of the mobile phone for one month.
5. Mid-Autumn Festival video interaction, couples/pats as karaoke competitions (less feasible)
On the day of Mid-Autumn Festival, at 6 pm, the video group chat function was started. With the help of network support of related websites and related software downloads. Registered users can get the right to participate in/watch the competition by submitting their applications within two weeks before the competition.
The competition is hosted by ipartmentgm. Participants are controlled between 30-40 pairs. Invite your cohabiting close friends, or close friends you met in ipartment, to participate in the competition and cooperate in a song. Other users present on the same day voted. The winner will get a chance to travel for two.
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