Marketing planning and skills of bank activities

marketing planning and skills of bank activities

I. determining marketing objectives

determining marketing objectives is particularly critical for event marketing planning. Different marketing objectives require different funds, types of activities and personnel. When determining the marketing objectives of an event, we often make the following two mistakes:

1. Confuse the general marketing objectives with the marketing objectives of this event

For banks, the goal of any marketing activity is to improve the bank's efficiency, which can also be decomposed into enhancing brand awareness and influence, enhancing customer loyalty and increasing market share. These goals will also be achieved indirectly in the event marketing process, but this is not the goal of this event marketing. Taking the activity marketing of bank card business as an example, the goal of activity marketing can be to increase the consumption of bank card holders, increase the number of cards issued, attract a certain group of people, and enhance the brand recognition of bank cards.

2. Confuse the main objectives and sub-objectives of activity marketing

Generally, there are two or more objectives in activity marketing, and the main objectives and sub-objectives should be distinguished in the process of determining the marketing objectives. In the event marketing planning, the realization of the main goal is given priority to. For example, the main marketing goal of the bank card business is to enhance the brand recognition of the bank card, and the brand value of the bank card should be highlighted in the planning. For example, the Wutai Mountain Clifford Card launched by Shanxi Wutai Rural Commercial Bank is a card product based on the Buddhist culture and tourism culture of Wutai Mountain, so the marketing planning of the card should be based on? Wisdom, luck, harmony and security? The core appeal is mainly.

II. Managing the event marketing budget

The event marketing budget and the event marketing content are closely linked: what kind of event marketing content can be designed according to the number of event marketing budgets; What kind of activity marketing content there is, how much activity marketing budget is needed. In most cases, we need to define the activity marketing budget first, and then design the activity marketing content. In fact, when the activity marketing budget is determined, the options of the activity marketing content are limited to a certain range.

generally speaking, the activity marketing budget is mainly divided into promotion expenses, material expenses, venue rental expenses, gift expenses, transportation expenses, labor expenses and other expenses. Among them, the most important are promotion expenses and material expenses. Promotion expenses mainly include hard, wide and soft articles published by paper media, TV media, online media, forums and self-media, self-media hype expenses such as WeChat and Weibo, design and production expenses such as outdoor advertisements and video advertisements; Material costs mainly include the production and printing costs of posters, Yi Labao, leaflets and brochures.

even for the same type of activities, the marketing expenses of activities in different regions are quite different. Apart from the gap between regions, the relationship between banks and the media will also have a great impact.

the activity marketing budget should include two parts, one part is the activity marketing budget, and the other part should be the activity marketing reserve fund, so as to avoid the danger that the activity marketing budget is excessive and cannot be continued. The activity marketing budget and the amount of reserve fund should be determined according to the activity time and content.

3. Clarify the theme of event marketing

The theme of event marketing should focus on the goal of the event. If the goal of the activity is to increase the consumption of bank card holders, it should be based on? Is there a prize for consumption? 、? Earn points by spending? 、? Free of charge? Waiting for the theme of the event; If the goal of the activity is to increase the brand recognition of bank cards, ok? Bank card slogan collection? Waiting for the theme of the event; If the goal of the activity is to increase the number of cards opened, can it? Interpersonal communication+card lottery? Waiting for the theme of the event.

event marketing theme is often a difficult point in event marketing planning. For large-scale event marketing planning, we can ask the third party to conduct strict market research before defining the event marketing theme, and the corresponding data will help us choose the appropriate event marketing theme.

To determine the theme of event marketing, we can analyze it from the following three aspects:

1. Analysis of marketing objectives

Analyze which event marketing themes the marketing objectives are suitable for, as described in the first paragraph of this section;

2. Analysis of customer groups (taking bank cards as an example)

Analyze the characteristics and preferences of customer groups, such as gender characteristics, age range, educational background, monthly income, family structure, etc. The marketing area has the main preferences of this characteristic group;

3. analysis of publicity highlights

analyze the contents related to the marketing objectives, customers and products that may become publicity highlights, such as whether they are close to a certain season or festival, whether customers will have some similar needs, etc.

event marketing theme can make three circles with the above three points as the core, and the core is the optional marketing theme.

If there are prizes for family holidays, we can choose to cooperate with large shopping malls and travel agencies to hold credit card lottery activities, and the winners will be given travel opportunities. The theme language of the event can be written around Mid-Autumn Festival and National Day, making use of the festive atmosphere.

iv. designing activity marketing content

the design of activity marketing content is the core of activity marketing planning, which mainly includes five parts: the design of activity form, the design of activity time, the design of activity vision, the design of activity copy and the design of activity experience. Through the design of event marketing content, we can control the main part of event marketing and prepare for the follow-up work.

1. Design of activity form

Activity marketing can take many forms, such as meeting activities, outing activities, prize-winning solicitation activities, etc. The design of activity form is limited by activity marketing objectives, activity marketing budget and activity marketing theme. For example, if the goal of event marketing is to obtain more high-quality customers, the budget of event marketing is general, and the theme of event marketing is hot topic analysis, then the form of event can be to invite experts and scholars on corresponding hot topics in China to give lectures.

2. Design of activity time

The design of activity time includes not only the design of the whole activity time, but also the design of each part of the activity time. Sometimes, when we hold an activity, it is often divided into three or more different cycles. How to arrange the convergence and progression of the cycles is what we need to focus on in the design of the activity time.

3. Visual design of activities

Marketing promotion of activities often involves some visual effects, such as color matching of advertisements and color matching of venues. The design of activity vision should consider the theme of activity marketing. Generally speaking, the visual design of bank card activities is close to the visual design of bank card itself.

4. Design of activity copy

What kind of main slogan is used in the activity and what is the main publicity copy need to be designed in the marketing planning process. This is because the execution of activities is often composed of multiple departments and needs to coordinate multiple channels. The uncertainty of the main copy of activities can easily lead to conflicts between different publicity channels and reduce the publicity effect. Take the copywriting design of bank card activities as an example, it generally needs a main advertising slogan (preferably within 1 words), a main advertising copywriting (generally consisting of two opposite half sentences with the same number of words), a main introduction copywriting (standard version of activities time, rules and instructions, etc.) and a main publicity copywriting (three paragraphs and 4 words of activities introduction, excluding activities time, rules and instructions, etc.).

5. Design of activity experience

For some activities that have direct interaction with customers, the marketing planning of activities should focus on the actual experience of customers, such as taking part in outings and other activities, and whether the route selection of the whole outing activity is reasonable and whether customers are excessively tired should be fully considered. For some activities that do not directly interact with customers, we also need to consider the actual operation experience of customers. By bank card? Open the card politely? For example, whether it is troublesome for customers to open cards to get gifts and whether the gifts are useful need to be considered.

on the whole, event marketing planning includes the planning of event content and the planning of event promotion. Activity content and activity promotion are interrelated and independent at the same time. Activities with the same content can adopt completely different promotion plans based on different promotion strategies. If the marketing of conference activities is adopted, telephone marketing can be used as the main method, supplemented by network marketing, and soft-text advertising can also be used as the main method.

as for the question of whether to pay more attention to content or promotion in planning, the marketing of banking activities should pay more attention to the content of activities, because banking business is not a one-off deal. We not only need customers to open cards, but also need customers to use them frequently, and more importantly, we need to be able to tap customers' other financial service needs.

v. choosing promotion strategies

promotion strategies are generally divided into three types: sales promotion, communication promotion and mixed promotion. Sales promotion refers to the promotion strategy with the main purpose of obtaining greater sales; Dissemination promotion refers to the promotion strategy with the main purpose of obtaining greater dissemination; Hybrid promotion refers to the promotion strategy that takes into account both getting more sales and getting more communication. In practice, all those who do not have a clear main promotion purpose can be regarded as mixed promotion.

it should be emphasized that the ultimate goal of any marketing promotion activity is to achieve the marketing goal. However, there are many ways to achieve the marketing goal. For example, the marketing goal is to increase the number of bank card accounts. We can choose the promotion method such as publishing advertising soft articles or the precise promotion method such as topic speculation. The former pays more attention to obtaining greater sales, while the latter pays more attention to greater communication. The final result is naturally more account opening and better brand image. Different strategies lead to different investment methods and social impacts.

the selection of promotion strategy should consider marketing objectives, marketing budget, marketing theme, marketing content, own marketing core competence and so on. For example, some activity marketing with brand awareness and communication as its marketing goal, its promotion strategy is basically communication promotion.

the marketing core competence is very important for the selection of promotion strategy. The so-called self-marketing core competence refers to what the marketing promotion department has the best quality resources and capabilities. For example, some banks may have long-term cooperation with advertising companies and can get advertising space at more favorable prices; Some banks have done a good job in self-media and can make better use of self-media resources in promotion.

VI. Making an event promotion plan

The event promotion plan mainly includes four parts: promotion time planning, promotion channel planning, promotion copy planning and promotion personnel planning.

the planning of promotion time should mainly determine the preparation time, the overall promotion cycle and the time of each promotion activity. For example, for a large-scale brand language solicitation activity, we should plan the promotion time after the content of the activity is determined. Generally speaking, we should promote it about one month before the event is officially held, and the overall promotion period will last about one month. At the beginning, all channels will be promoted at the same time, and then we will choose the right time point every week to do two or three promotion activities. If the promotion method of topic hype is adopted, it is also necessary to stipulate the time of topic hype start, topic spread and topic outbreak, and if there is a continuous topic, it is also necessary to plan the continuous topic. For example, after the event, the topic of mass voting or the topic of excellent works display will be started to further expand the overall effect of promotion.

the planning of promotion channels should mainly determine which channels to promote, whether to adopt paid promotion channels, whether to combine online promotion with offline promotion, whether to combine soft text with hard and wide promotion, etc. At present, the mainstream promotion channels are TV and online media, self-media, newspapers, outdoor, channels (such as cooperative merchants, etc.), outlets, employees and so on. In the planning process, the marketing content and the influence of the corresponding promotion channels on the local product should be considered.

regarding the promotion channels, banks should establish a perfect system of free promotion channels, such as Weibo matrix and WeChat matrix. Compared with paid promotion channels, free promotion channels are more controllable, and with the gradual rise of self-media, the influence of well-run self-media is even greater than paid promotion channels. If self-media is established, banks should ensure the maintenance of the lowest stage of self-media, that is, content update.

For some small-scale activities, self-media through Weibo and WeChat, posters posted at outlets and active communication by employees can achieve the desired effect. Not all promotions need to use payment channels, and not all promotions are based on the fact that the more budget, the better.

the plan of promoting copywriting is in the fourth part of this article? Design campaign marketing content? In? Design of activity copy? I mentioned the main copywriting required for event marketing, and the planning of promotion copywriting is based on the corresponding copywriting according to the different promotion stages and channels, such as how many advertisements, how many soft manuscripts, how many forum manuscripts (if doing forum marketing), how many SMS copywriting to inform customers, how many Weibo and WeChat copywriting, what kind of poster copywriting to make, and so on. The quantity, number of words, requirements, etc. should be planned accordingly, and the time of submitting the copy should be determined earlier than the time of promotion. After the copy is passed, at least two hours to one working day of emergency time should be reserved according to the content of the copy.

the planning of promotion personnel is mainly about who needs to participate in the promotion, what work they are engaged in, and what is the time schedule of the personnel. The planning of promoters depends on the scale of activities. For large-scale activities, it is recommended that all employees participate, and this sense of integration is often more important.

Promoters need some training before promotion. The specific content will be in the eighth part of this article? Building event marketing support? Part of the specific expansion. Promoters should be familiar with the promoted business and be prepared to answer any questions raised by customers. If you can't answer directly, you should also master the corresponding words.

VII. Make preparations for event marketing

Preparation is the most complicated and trivial work. The quality of event marketing preparation will greatly affect the effect of the event. The preparation of event marketing includes both the preparation of event content and the preparation of event promotion. It is mainly divided into budget preparation, overall progress preparation, material preparation, copy preparation, personnel preparation and other preparations.

Budget preparation mainly refers to the determination of budget amount, arrival time and method. Budget preparation will affect the overall progress and should be very cautious.

the preparation of the overall progress, after planning the preparation work of each part in the previous sections, we still need to control and design the overall progress, and consider not.