The success of marketing planning scheme is due to careful planning and implementation. The following is what I have compiled for you. Welcome to read!

1:

I. Situation of Nisshin Photovoltaic Project

Online time: 20 14 1 month.

Industry: Photovoltaic

Profit model: brand display/product sales

Main products/keywords:

Yantai Rixin Photovoltaic Group is a professional high-tech growth enterprise, which owns a series of photovoltaic products such as solar street lamps, solar garden lamps, solar lawns, solar insecticidal lamps and LED street lamps, and has achieved excellent results in the field of new energy.

Second, the characteristics of Nisshin Photovoltaic

1. Company strength: Yantai Rixin Photovoltaic Group has passed the IS9000 international quality management system certification and the FCC, CE, COST and ROHS certifications of North America, European Union, Russia and other countries and regions. The company is now included in the "one thing, one discussion" project supported by the state to build a new countryside.

2. Internet marketing experience: The company had its own independent website in 2008, and later added two websites. Mr. Zhang attaches great importance to online marketing, and achieved certain results in the early stage, but with the increasingly fierce competition, the effect gradually declined!

4. Cooperation opportunities: Mr. Zhang has been looking for a more suitable network promotion scheme. After learning that Diandian System is a full-process network marketing planning agencies, Diandian Marketing Consultant introduced the concept of network marketing planning in detail, which was highly recognized by Teacher Zhang and immediately signed a three-year contract.

Third, the planning concept of Nisshin Photovoltaic Marketing Website

Gooday's photovoltaic marketing website mainly takes product customization as its main profit model. The website design is high-end and high-end, with the theme of environmental protection, which makes the website look very fresh and generous. The refinement of the four reasons fully demonstrates the advantages of the company. With reasonable positioning, perfect service system, excellent quality and advanced design concept, Nisshin Photovoltaic has written a new chapter in the development of new energy in new countryside.

Fourth, the new and old websites of Nisshin Photovoltaic PK.

Template website, will consider closing.

Website design and experience: template website, poor customer experience, no credibility, no marketing ideas.

Network promotion: 1, search engine promotion: the website optimization effect is general, lacking credibility and marketing power, and Baidu's bidding conversion rate is low;

2. Automatic synchronization of industry websites: there is no such function.

3. Four Weibo promotion: there is no function of bundling Weibo.

Overall operation: the exhibition website has obtained some orders in the early stage, but the website lacks competitive advantage. With the increasingly fierce competition, its online performance has gradually declined.

Environmental protection concept, atmosphere, emphasizing experience.

Website design and experience: Personalized website design has a strong visual impact, conforms to users' browsing habits, and is environmentally friendly, making visitors feel fresh and comfortable and has an excellent user experience.

Network promotion: 1, search engine promotion: the technical framework of the website conforms to search engine crawling, with rich content and high activity, which is conducive to optimization. Only one month after its launch, more than 20 keywords ranked in the top three in Baidu and other five search engine pages. Customers can easily find the website of Nissin Photovoltaic through different keywords.

2. Automatic synchronization of industry websites: website information is automatically synchronized with hundreds of industry platforms.

3. Promotion of the four micro-blogs: The background supports the binding of the four Weibo, and updates the information synchronously.

Overall operation: perfect website design and customer experience enhance the competitiveness on the Internet; All-round integration and promotion methods have improved the exposure and customer stickiness of enterprises on various platforms. The traffic and the number of inquiries have increased significantly, further enhancing the brand image and brand value of Nisshin Photovoltaic.

2:

On September 16, I strolled in the jujube garden in Laoling City. The endless jujube forest made Zhang Peng from Haidian District sigh: "After seeing the pictures of Laoling shared by everyone from WeChat friends circle, I came with my whole family and found it more beautiful than the pictures." Recently, a "You who have never been to Leling will be fascinated by the little things here!" This message was forwarded in the WeChat circle of friends. Attractions, food, entertainment ... The pictures in WeChat show people a beautiful and hospitable "Leling in Zaoxiang". In the revolutionary memorial hall in Hebei-Lubian, the magnificent revolutionary history of the soldiers and civilians in the border area shocked the Liu Xiaoli family from southern Hebei. "Bringing children here can not only be close to nature, but also understand the red history, which is of great educational significance to children and adults." Liu Xiaoli said that she organized this family go on road trip after promoting Laoling tourism on WeChat.

The development of tourism can not be separated from the promotion of tourism publicity and marketing. In recent years, relying on the unique resources such as 500,000 mu of jujube forest, our city has deeply excavated jujube culture and built a large number of jujube cultural tourist attractions such as Hongyun Theme Park in Zaoxiang and Jinsixiaozao Culture Museum. "Although we have rich tourism resources, the traditional marketing methods have limited Leling tourism to achieve greater breakthroughs to some extent." Li Xinping, director of the city's tourism industry office, said. For a long time, the city has set up large-scale advertising billboards along expressways such as Beijing-Shanghai and Binde, set up a publicity desk in a prominent position at Jinan International Airport, and broadcast promotional videos on the main channels of CCTV. With the development of new media, this year, Weibo and WeChat, the official travel websites, were launched in this city, which released the information of routes, transportation, catering and accommodation of tourist attractions in real time. A special travel guide of Jujube Expo was set up on Leling travel website, and the travel QR code was promoted through Leling travel website. Tourism billboards printed with two-dimensional codes were set up at the main intersections of Dezhou City and Leling City, and the WeChat marketing plan of "Free Tour of Millennium Jujube Forest and Pinjinsi Jujube" was planned.

"The use of media marketing such as WeChat has broken through geographical restrictions and spread quickly." Li Xinping said that only five days after the Jujube Expo, more than 20,000 tourists visited Leling through "micro-marketing". Statistics show that since the beginning of this year, the city has received more than 65.438 million tourists, achieving a comprehensive tourism income of 245 million yuan.

3:

During Daoguang period of Qing Dynasty, temple fairs were often held in Dantu area of Jiangsu Province. During the temple fair, people rushed to the meeting in an endless stream, and the number of boats on the river also increased a lot.

One day, a beautiful woman came by boat to catch the temple fair. After the ship landed, she naturally attracted the attention of countless people because of her beauty.

This beautiful woman is very reserved. After paying the boat fare, she hurried ashore and accidentally stepped in the mud. Belle immediately became very embarrassed and looked shy. When she looked up, she found a nun nearby, so she hurried into buddhist nun and disappeared out of sight.

They are still staring at the direction of the nun, with endless aftertaste, as if they haven't seen Belle enough. At this moment, the boatman shouted, "Oh, no, this woman gave the boat a hundred dollars, but it was used by the underworld!" " "

When they saw it, they were shocked, so they hurried to the nun with the savage to argue with the woman. Those who watch the fun and are keen on injustice are also afraid of falling behind.

Who knows, I looked everywhere for a nun, but I couldn't find that woman just now. Everyone felt very strange and was about to question the nuns in buddhist nun. Suddenly, the boatman saw that one foot in buddhist nun was covered with mud, and everyone was shocked: "No wonder I couldn't find this woman anywhere just now."

"The beauty on the boat must be Guanyin!" Surprised, the boatman fell to his knees and burned the money paid by the beautiful woman into the stove. Others chanted Buddha and prayed for the blessing of Guanyin Bodhisattva.

The story spread like wildfire, and the news spread like wildfire. As a result, a nun who has been left out in the cold has changed his old views, and has a large number of incense, charities and a steady stream of donors.

More than ten years later, the secret of this story was revealed: the boatman and the beautiful woman were entrusted by nuns in buddhist nun. After the beauty entered buddhist nun, she immediately moved the mud on her feet to the foot of Guanyin. She took off her clothes and hid it in disguise.

See here, do you think this is a game? But it is also a very clever game.

In other words, this is a perfect case of public relations communication. Because both the content and the communication channels are in line with an event-based public relations communication case, but there was no such concept at that time.

Public relations communication is actually a process of information exchange. Without communication, the public cannot understand the subject, and the subject cannot understand the public. Therefore, the communication between the subject and the public depends on information dissemination to a great extent, and this process is public relations.

Usually, the information dissemination of general public relations is completed through mass media. But the truly awesome public relations is accomplished through public social communication, because the effect is "quick, ruthless and accurate". So this is also the reason why I think the nun's trick of "exchanging beauty for Guanyin" is very awesome, because he relies on socialization and the effect is very good.

Although in the Internet age, the media is everywhere and spreads faster than in the past, what most public relations personnel want to do is viral social communication.

Why? First of all, if social communication is well designed, it will often exceed expectations; Second, because social communication directly faces consumers and terminal marketing, media communication is only carried out within the industry and it is difficult to spread to consumer terminals.

Going back to the story of a nun, what enlightenment can public relations events based on social communication give us? Try to sum up from four points:

First of all, how to make three people become a tiger?

The communication needs of nuns in stories are very clear, that is, to let the audience know and trust nuns, that is, to enhance product visibility and reputation. If we follow the conventional thinking, we may create a series of "successful cases" to tell who the temple bodhisattva cured and who realized his wish. But this can only work for a small audience, and it will also arouse some people's doubts. Is not the best solution. However, the practice in the story is different. It uses the method of guidance and seduction to let the audience participate in the communication. In this way, "seeing is believing" will make the audience believe and be willing to spread, and "three people become tigers" will come naturally.

Second, how to grasp the "time, place and people"?

Obviously, in the story, the nun accurately grasped the time, place and people. First of all, he arranged this "play" at the temple fair, which was the time when there were the most people and everyone believed in "Bodhisattva's manifestation". Secondly, the "protagonist" uses glamorous * * * and boatmen, and beautiful women can attract more attention and make people remember deeply. The boatman has a wide range of contacts, many people and great beliefs. Therefore, when the beautiful woman boarded the ship, it attracted the attention of countless people. When the boatman went to ask questions, everyone rushed in. The details are certainly worth learning.

Third, how to graft communication demands from the perspective of public opinion?

In fact, many times, how public opinion is not very important. What matters is whether you express the brand's demands from the audience's public opinion. In the story, "Guanyin appeared" can't meet the requirements of most people, but it spread. Why? Because you want to spread your products, you must first know your products, so your products need to form public opinion. So you will understand why e-commerce companies have to fight price wars every year, even at the expense of letting the other side expose some negatives, because it is better to have a voice than no voice. Of course, in the public opinion you build, you must guide the audience to understand your core competitiveness. For example, in the story, "Guanyin" is the core competitiveness, just like the "authentic" played by e-commerce.

Fourth, how to advance layer by layer and build a closed loop of communication?

The classic feature of this public relations case is that it is a closed-loop structure that is promoted layer by layer. After we dismantled the story, the process was as follows: visiting the temple fair-the beautiful woman boarded the boat-the beautiful woman paid for the boat-the beautiful woman wrestled-the boatman found the mingbi-the beautiful woman entered the temple fair-the boatman sought justice-the beautiful woman smeared mud at the foot of Guanyin to change clothes to escape-and the boatman found that Guanyin appeared.

After careful reading, we found that we could not tear down a part of the story structure from any angle. It has formed an interlocking closed loop, which is natural. So what methodology do we have when designing similar activities? In fact, it is called "5W 1H". Do you want to know what your communication needs are? Where is the right time, place and personnel to meet the demand? Why did you take this step? How do your steps connect the audience with the needs? If you understand these problems, it is natural to spread the closed loop.

After talking about this place, there is another question: Why should we spread or convince the "rumors" created by many internet promoters?

Here, not only because social networks are easy to spread and people lack rational thinking, a key reason is that these promoters can understand our psychological demands very accurately and build a convincing situation for us. In this case, it's hard for you not to "rumor".