Huawei's event marketing plan

Online marketing ability show is divided into two parts a year, spring and autumn. College students' online marketing ability show began in 2009, which is a competitive online marketing teaching practice platform in colleges and universities. It is held once every semester, and it was held in the first half of 20 16 15 times. More than 200,000 teachers and students from 7,000 colleges and universities participated in the online marketing ability demonstration. Ability display-the place where online marketing begins. As the practice content of online marketing which is connected with the online marketing course, the introduction of online marketing ability demonstration provides a real online marketing practice project for online marketing teaching in an interesting way, which increases students' interest and sense of accomplishment in learning online marketing and reduces the burden of online marketing teachers' practical teaching design. Under the guidance of the tutor, the students majoring in network marketing complete the practical content by participating in the demonstration of network marketing ability. The process and results of students' participation in practical activities are expressed by quantitative evaluation (AR) of online marketing application ability. In general, an AR value greater than 3 can be regarded as a passing score of practical courses. Network Marketing Ability Show official website-Network Marketing Teaching Practice Platform During this period, I learned a lot by participating in the ability show. WeChat official account marketing, Weibo marketing, blog marketing, Zhihu marketing, buttonwood, etc. And Xiuyou Encyclopedia, the classified navigation of Xiuyou Encyclopedia, let me further feel the importance of online marketing. Of course, as a marketing major, practice is the most important. I hope you will give us valuable opinions on the marketing plan of Huawei Nanyang Branch's "throwing mobile phones" activity. I. Activity Background With the rapid development of the mobile phone market, in order to cater to this trend and promote consumption, Huawei specially planned this high-altitude mobile phone throwing activity to test the quality of mobile phones and witness this miracle moment with consumers. The "Eleventh" holiday is a grand day with a large flow of people. When a new mobile phone is launched, there are unique marketing planning activities to let consumers know about this product, show its characteristics, and let the product integrate into the market more quickly, thus improving the brand awareness of the product and strengthening the reputation of the enterprise. Second, the theme, purpose and significance of the activity (1) Activity theme: enough courage! Throw at will (2) Purpose of the activity: to reflect the quality of mobile phones and enhance the brand image (3) Significance of the activity: 1, to strengthen the company's sales and increase operating income; 2. Promote corporate culture, strengthen product awareness and enhance corporate reputation; 3. Let more people know and be familiar with our mobile phones through this activity, and open the sales market; 4. Let friends who are paying attention to this mobile phone actively participate in this activity, and everyone will interact with each other. Experience the happiness brought by this activity; 5. Induce and stimulate the friends who participate in the activity to have a detailed understanding of this mobile phone, and at the same time have a desire to buy. Three. Activity time and place (1) Activity time: 9: 00 a.m. on the 11th National Day (2) Activity place: physical store open space in the central square (4) Activity object and unit (1) Activity object: for all social people (2) Organizer: Huawei Co., Ltd. Organizer: Nanyang Branch of Huawei Co., Ltd. V. Environmental analysis 1 Crowd environment: it can dilute the commercial atmosphere of promotional activities, and the process itself is closely related to the product brand, so it is product marketing for young people, a specific consumer group. 2. Economic environment: With the increase of residents' income, people's consumption level is also improving; The rapid economic development and profit-seeking market make the competition in the domestic mobile phone market extremely fierce, and the fall resistance of mobile phones is becoming more and more prominent in the market competition. 3. Science and technology environment: With the development of science and technology, information technology makes information transmission faster and more convenient, and promotes the formation of a global coordination mechanism. As the pioneer of smart phones in official domestic mobile phones, Huawei mobile phones have made many achievements in core technology and software development, and improving the fall resistance of mobile phones is only one of them. Activity preparation and process of intransitive verbs (1) Activity preparation 1. Promoters should do a good job in publicity, combining online and offline. Online, you can send WeChat friends circle, qq talk and beautiful women to hit your mobile phone live, and offline, by distributing leaflets in the early stage, making and pasting posters and simulating the way of hitting your mobile phone on the spot. 2. The staff should prepare the venue, sound effects and related materials. On the 30th, the venue was arranged and labeled "Brave enough! Be prepared for the eye-catching slogan "Don't worry about falling". 3, planners arrange personnel in place, to ensure that no accident; 4. Organize personnel to arrange the activity site, organize drills and issue notices. 5. Purchasing personnel purchase the required materials. (2) Activity flow 1, 9: 00, relevant staff gather to prepare, and media personnel broadcast Huawei's newly-developed mobile phone propaganda film to highlight its smash-proof function, and at the same time do a good job in live media broadcast; At the same time, the guidance personnel and etiquette personnel should do their jobs well, and the receptionist asked the people who came to pay attention to the micro-signal. Before 10 people send small speakers, and before 20 ~ 30 people send selfie sticks. At 2.9: 00, 10, the props used a big truck to press Huawei's newly developed mobile phone, and one went back and forth to create momentum; At 3.9: 20, the performer starts dancing in the central square, 10 minutes; At 4.9: 30, the host said some appropriate words 10 minutes, announcing the official start of the mobile phone smashing activity; At 5.9: 40, the leader of Huawei Branch delivered a speech; At 6.9: 45, the organizer made the scene 10 people form an arc, played the game every seven days for 20 minutes, and accepted the punishment of mistakes; 7. 10: 05, the props use Huawei's newly developed mobile phone to smash walnuts in the form of hamsters, and walnuts change freely; 8. 10, 15, the star spokesperson of the program group stopped performing; 9. 10: 25, the host introduced the rules of throwing mobile phones in the air: the organizer selected ten people at the scene and threw 10 mobile phones in the high-rise building on the 10 floor to ensure that all mobile phones fell within the planned mobile phone throwing area, the public stayed outside the second cordon, and the staff was responsible for maintaining the order at the scene. After the mobile phone is broken, it will be inspected by the quality inspector, and the quality of the broken mobile phone will be announced to the public; 10, 10: 30, security personnel guide the public into the waiting place where mobile phones are thrown; 1 1 and 10: 35, and launch 10 mobile phones to ensure that all mobile phones fall into the planned launch area. 12 and 10: 45, the quality inspectors inspected the dropped mobile phones and announced the quality to the public. The salesperson registered the list of people who threw mobile phones and tried them for one month for free. 13 and 10: 55, Xingxiu performed again; 14 and 1 1: 05, the host announced the successful conclusion of the event and took Huawei's newly developed mobile phone as a souvenir. The salesperson asked the people who came to sweep to pay attention to the micro-signal and send lollipops for free. 15. At the later stage, A's staff will do the finishing work; B. the receptionist gives small gifts to the participants; C logistics personnel should pay attention to the cleanliness of the activity site; D financial personnel collect materials and count expenses; E the planner summarizes the scheme to make up for the deficiency; F "Post Tracker" interviewed the people who tried 10 for free and the people who bought this mobile phone; G propagandists strengthen work propaganda, further publicize corporate culture afterwards, strengthen product awareness and enhance corporate reputation. Seven. Effect evaluation (1) Stimulation level effect 1: Through this activity, more people will realize the endurance performance of Huawei mobile phones. Let friends who are paying attention to domestic mobile phones become loyal fans of domestic mobile phones. Effect 2: Let friends who care about domestic mobile phones participate in this activity, and let everyone participate in the interaction of smashing mobile phones and checking whether there are cracks in them. Experience the strong performance of domestic mobile phone Huawei. Effect 3: This activity induced and stimulated the friends who participated in the activity to have a detailed understanding of domestic Huawei mobile phones, and at the same time they had a desire to buy them. (2) Promotion of media effects 1: Mainly word-of-mouth promotion. In some areas, the fall resistance of Huawei mobile phones is really tested by dropping them. Seeing is believing, and people who have seen this activity will pass on word of mouth, which will also bring word of mouth to Huawei mobile phones. It is barrier-free, fast, timely and has a wide audience. Effect 2: Through the spread of the network, we can effectively expand the popularity of products and better promote Huawei, a domestic brand mobile phone. Note: The above two aspects are to predict the effect of this activity, and then compare it with the actual situation after the successful completion of the activity, and summarize the success and failure from all aspects. Accumulate the valuable experience gained in this activity and learn from it in the next activity. Eight. Marketing budget Marketing budget publicity expenses: (leaflets, banners) X yuan venue rental expenses: X yuan personnel arrangement expenses: X yuan star expenses: X yuan event prize expenses: X yuan media expenses: X yuan event execution materials expenses: X yuan accident handling expenses: X yuan total: X yuan 9. Risk control and precautions (1) risk control 1, to prevent crowd crowding, staff 2, electricity safety, staff should take certain preventive measures; 3. Avoid activities affected by unknown weather and prepare tents, rain gear and other tools; 4. When throwing parabolic objects at high altitude, the personal safety of spectators must be maintained, and medical personnel should be arranged to deal with the accident in time during the whole activity; 5. Ensure that everyone who participates in the activity can get the corresponding small gifts, and avoid disputes and complaints caused by improper gift distribution. (2) Precautions 1. The first discoverer of the incident should report to the person in charge of the activity in time and keep close contact with the superior at any time. 2, for all kinds of emergencies, should quickly judge the nature of the event, according to the nature of the event, timely report to the person in charge. 3. The person in charge of the activity should schedule and control the whole activity in time to stabilize the order at the scene. Personnel who maintain order are not allowed to leave their posts without authorization. In case of accident, be in place in time and be responsible for safe evacuation to avoid accidents. 4. Solve emergencies, be vigilant and prevent similar incidents from happening again.