E-commerce activity planning scheme

Through the development of the theme of the event, the brand image will be established to the maximum extent, so that consumers can not only get the use value from the products, but also get spiritual satisfaction and pleasure from them; Below I will bring you the e-commerce activity planning scheme, I hope you like it!

E-commerce activity planning scheme 1 With the Spring Festival and Valentine's Day drifting away, the local catering industry has also begun to slowly cool down, and the March 8 Goddess Day is getting closer and closer. With the help of the cultural characteristics of women's festivals, it is essential for the hotel catering industry to use holiday marketing to generate feelings with customers to complete the promotion.

I. Activity time: March 8th.

Second, the activity content:

Food and beverage department: launch green and healthy consumption.

On March 8th 1, the female customer who stayed in the hotel for one day was given a pot of beauty beauty drinks (walnut peanut juice, corn juice, etc. ) Each table is free. Every female customer who comes to the store will be given a carnation flower.

2. Female customers who celebrate their birthdays on March 8th can get the birthday gifts prepared by the hotel when they spend money in the hotel with valid ID cards. (exquisite small gift), women born on March 8 can enjoy a special discount of 20% off the whole order.

3. On March 8th, women's groups can enjoy a 20% discount if they spend more than 1 0,000 yuan.

4. Female customers who spend the same day can enjoy a lucky draw, and the winning rate is 100%. (small gift)

5. All female guests who spend a day can enjoy a 10% discount in the restaurant and give away a boutique fruit bowl for free.

Kitchen department: make green, healthy and beauty menus suitable for female customers.

Administration Department: Make hotel publicity slogans and put Yi Labao in LED and lobby. The contents are as follows: the hotel will launch a big surprise for female consumers to celebrate the arrival of "Goddess Day" on March 8.

From March 3rd to March 3rd, 2008 10, all female customers who come to the hotel for consumption will be given a special dish. (Beauty dishes such as "papaya soup" and "aloe porridge")

E-commerce activity planning scheme 21. Activity time:

7-9 March

Second, the theme of the event:

Dragonfly celebrates the "March 8" Goddess Day with you.

Third, the purpose of the activity:

Women are the mainstream of shopping malls, so we should seize the Goddess Day to hold promotional activities, create a shopping mall atmosphere and promote shopping mall sales.

Four. Activities:

(1) Lucky Lottery Award

1. If you shop in 38 yuan during the event, you can win the prize on the spot. Anyone who touches the lucky number of 3 or 8 can get a beautiful gift (or shopping voucher) worth 3.8 yuan in this supermarket; If you touch the lucky number with 38 numbers connected in turn, give a shopping voucher worth 38 yuan. You can only touch each receipt three times at most.

2. Operation: 38 ping-pong balls are marked with numbers from 1 to 38 respectively and put into the box. (1) Customers in 38 yuan can touch the balls one at a time after shopping, and receive prizes on the spot according to the numbers on the balls.

(2) Double happiness in festivals

A 38-year-old female friend, or a female friend with a birthday on March 8, can participate in the lucky draw of this supermarket for free with my ID card.

Verb (abbreviation for verb) goods recommended by the planning department:

Promotion idea: non-food is the main-food, supplemented by fresh food.

Non-food: paper products/sanitary napkins/towels/shampoo/shower gel/soap/kitchen supplies/underwear and other commodities.

Food: special treatment of overstocked goods/women's health products/special protection of 3 best-selling goods.

Fresh: vegetables/meat/eggs/dry goods/cakes/bread/frozen food, etc.

Personnel arrangement for intransitive verb activities:

Front desk class: arrange one person for the lucky draw.

Loss prevention class: arrange one person to carry out the lucky draw.

Finance Department: Arrange one person to supervise the lottery process.

Operation department: responsible for arranging the distribution of DM posters for activities; Supervise the sales arrangement of special commodities.

Planning department: create a lively atmosphere, design DM posters and implement activity props.

Business department: submit the list of special promotions to the planning department before March 1; On March 6th, the prizes in the lucky draw were in place.

Seven. Promotion expense budget:

___

E-commerce activity planning plan 3 First of all, understand the marketing rhythm during the warm-up period and the day of the Double Eleven:

This is the marketing rhythm of "Double Eleven". Small shops may lose the water storage period and directly enter the warm-up period. Generally, large and medium-sized shops must have a water storage period, otherwise the explosive power of "Double Eleven" is not enough. Small shops will not have much explosive power because they have few resources to allocate. In order to save costs, they can warm up directly.

Second, the storage period

1. Three stages of water storage period This is what a shop should do during the water storage period. At this stage, our main goal is to precipitate new customers, activate old customers and expose the brand in large quantities.

2. How to play the store water storage marketing? Combined with the stage goal of water storage period and the focus of interaction between buyers and sellers during water storage period, the marketing method of the whole water storage period came out: from the dimension of store or brand arrival to the dimension of member maintenance, targeted marketing activities were carried out.

Everyone should know that the most important thing in operation is to have clear goals at each stage, so as to formulate reasonable countermeasures and not blindly.

For new customers, we can attract consumers to visit through interactive activities, accumulate new members with the exclusive privilege of membership stratification, and can also combine quarterly package cards, priority cards and other membership privilege prizes as incentives; For old members, you can use practical gifts, such as practical user privileges (postage cards, VIP cards, etc. ) to wake up and activate old customers; You can also use the surprise package to feel the old members, and at the same time influence the potential users around you to form a brand reputation and accumulate popularity for the future.

During the whole water storage period, we deployed our work from three dimensions: stores, goods and people, and carried out various targeted marketing activities, with the ultimate goal of achieving the above three goals: consumers have an impression on our stores during the promotion period; Our products ranked first in the search index during the promotion period; Before the big promotion comes, we can attract more loyal members and let them go back to the store to buy repeatedly during the double 1 1 big promotion period.

After the storage period of 10 months, we entered the "double 1 1" energy accumulation period, which is also a period we call the warm-up period. Then, what are the characteristics of this period-close to the Double Eleven, short cycle and strong brand memory; As well as the stage goals of merchants and the dimensions that buyers need to interact in this period, all have their own characteristics.

Second, the double eleven warm-up period

Like the water storage period, our work in this period mainly focuses on the three directions of store brand, goods and store members, and combines the characteristics of the period to carry out a series of activities aimed at these three core directions.

The marketing goal of the warm-up period-the store should always promote: continue to carry out consistent theme marketing, guide consumers to patronize repeatedly, increase independent visits during the promotion period, and lock in the goods purchased by the crowd; make a shopping list, add popular explosions to the shopping cart in advance, and reserve special funds for promotion. So as to lock in more potential consumers with products; Members should remind: new members and long-term old members of the store accumulated during the water storage period should wake up again during this period to remind members of their privileges and rights, and choose different user care methods and reminding frequencies for different levels of members.

Third, the day of the Double Eleven

After the warm-up period, we will directly enter the peak of the activity-promotion day! This time is the moment to test all the preparatory work ahead of us. Of course, the activity plan of the day is also very important. Let's see how we will fight during the big promotion.

Although the promotion is only one day, from years of experience, the 24-hour period of double 1 1 day can actually be divided into three stages: snapping period, rational period and sweeping period. From the year of 20__ _ _165438+1October1,it can be seen that the turnover of Tmall will last for more than 20__ _ years from ten minutes before the event to two o'clock in the morning. Therefore, during this time period, the marketing focus of merchants can mainly focus on limited purchases; From 2: 00 am to 20: 00 pm, the transaction progress of consumers in the whole process is relatively stable at the peak. At this time, from the psychological point of view, consumers are more rational. At this time, the marketing strategy adopted by the merchants focuses more on multiple offers and regular free, so as to optimize the shopping experience of buyers. From 2 1 to 24: 00 in the evening, the promotion is coming to an end, the goods of the merchants are cleared 7788, and the buyers are almost saturated. At this time, we will design a free countdown and spell out a preferential marketing method from the fear that consumers will miss the discount.

This 20__ year double 1 1 sales exceeded the real-time transaction of 5 million women's flagship stores. From the data, we can see that both the transaction volume and the conversion rate are the peak of the day within two hours after the start of the activity; Then it entered the downturn period, and it didn't start to enter the platform period until 6: 00 in the morning, which lasted until 20: 00 in the evening, and the last peak of the activity appeared.

From the previous analysis, we know that the snap-up period is more suitable for explosive marketing. During the water storage period and the warm-up period, the buyer has made clear the consumption target this time by collecting and adding shopping carts, and because many goods are limited in supply at the beginning of the activity, the buyer's consumption psychology this time is completely out of rational control except for the clear goal. At this time, it is best for merchants to grasp these points, intensify the buying atmosphere through real-time digital release, stimulate buyers to place orders as soon as possible, and help consumers find the goods they want to buy and place orders at the first time by optimizing the shopping guide of hot-selling goods; You can also carry out topic speculation, announce the real-time turnover, order volume or category ranking of the store, and attract the attention of the store. It is worth noting that: update and announce the sales situation at any time, fan the flames for consumers and stimulate buyers to place orders; At the same time, through SNS, the buyer's purchase feedback will spread to the surrounding areas, attracting more additional traffic.

Clear and fast shopping guide-in addition to displaying the goods in the store according to consumers' browsing habits and product business logic, we should also focus on guiding the best-selling goods. During this period, we will update the sales situation of the store at any time, mark the sold-out goods with the "sold out" icon, and strengthen the snapping atmosphere with popular figures such as time-sharing spikes and breaking through one million orders.

In the rational period, the buyer's consumption behavior is very rational, knowing that almost all businesses are promoting sales that day, and they usually shop around and look for it. Therefore, during this period, the seller can take the following actions to promote consumption: publicity and distribution and customer service (list of buyers who have received goods, etc.). , dispel consumers' shopping concerns), actively compare buyers' shopping feedback (prove to consumers that my products are better), multiple offers/combination offers/shopping lottery (stimulate buyers to place orders with additional offers). Of course, after a round of looting during this period, we should adjust the store page and product settings at any time according to the store traffic, buyer's purchase conversion and buyer's shopping feedback, and replace multiple sets of store header materials and advertising materials prepared in advance.

As the countdown period of the whole promotion, in addition to the seller's nervousness, buyers will also worry that they will buy less and don't know that they will have to wait for _ years, so they will often be impulsive in the last few hours. At this time, what the seller needs to do is to put the countdown to the end of the big promotion in an obvious position, and use the real-time announcement to count the end time of the big promotion. Strengthen the "outdated" atmosphere and stimulate buyers to buy; With the help of limited time free purchase, create the final snapping atmosphere and lure buyers to place orders; Pre-announcements of post-Double Eleven services and activities can also be released to relieve buyers' concerns and pave the way for subsequent sales. Since this is a countdown page, sellers need to pay more attention to the changes in store traffic and transformation, adjust the page and modify activities more quickly, and don't miss any chance to clinch a deal. At the same time, they need to update and release the subsequent distribution/customer service arrangements in time.

After the warm-up period, we will directly enter the peak of the activity-promotion day! This time it's time to verify all our previous preparations.

E-commerce activity planning scheme 4 I. Activity background

"Double Eleven" refers to the annual165438+1October 1 1, which is also called Singles' Day because of its special date. And large-scale e-commerce websites will generally use this day to carry out some large-scale discount promotions to increase the sales quota. Around 20__ _165438+1October10, the biggest commercial activity on the internet in China took place: on Taobao, many merchants offered 50% discount, and 20100000 people snapped it up collectively./kloc-0. The single-day turnover is 936 million!

Second, the activity time

165438+ 10 months or so 1 1

Third, the venue.

Chen Rui health examination center Taobao branch

Fourth, the theme of the event

"Double Eleven" easily grabs 50% off, and health is not discounted.

Verb (abbreviation of verb) activity content

A. Product promotion

1, minus 20 for a single stroke of more than 400, or extra special physical examination (three items of liver function, four items of serum protein, total cholesterol (TC), triglyceride (TG), high-density lipoprotein cholesterol (HDL-C) and low-density lipoprotein cholesterol (LDL-C)).

2, single over 600 Li minus 30 or send a special physical examination.

3, a single full 800 Li minus 40 or send a special physical examination.

4, a single full 1000 minus 50 or send a special physical examination.

5. All-in-one 25 yuan sent a South Coast eel calcium worth 50 yuan for the middle-aged and elderly people to supplement calcium and strengthen bone powder. B. Word of mouth.

5 stars+favorable feedback after filming, according to the package amount, for example, within 300, 300-399 10 yuan, 400-499 15 yuan, above 500-599, 20 yuan, above 600-699, 30 yuan, above 800-799.

Popularization of intransitive verbs

I. Internal promotion

On the homepage of the online shop, the movable package is marked prominently, and the whole package is added with the South Coast eel calcium calcium middle-aged and old-aged calcium-supplementing and bone-strengthening powder from 25 yuan to 50 yuan. This page contains a detailed introduction of this activity and a package link. Be sure to indicate the original price and discount price in the package price, and this page should be placed on the front page.

B. External promotion

_ _ All the promotion staff of the Network Operation Department will assign tasks to promote the products on the surrounding websites. The promotion time is pre-Double Eleven promotion and post-Double Eleven promotion.

E-commerce activity planning scheme 5 I. Name of the planning book

Taobao Store Double Eleven Marketing Plan Book

Second, the background of the incident

With the development of Internet, online shopping has become a very common thing. Taobao is the leader of online e-commerce platform. With the rapid growth of consumer spending power and Taobao sales, many people have seen business opportunities from the market potential of e-commerce, attracted by this fair entrepreneurial paradise, and have joined the ranks of e-commerce. The impact of this is that even if Taobao's consumer market is large enough, the competition is becoming more and more fierce. Therefore, in today's Taobao environment, if there is no promotion, even large brand stores will find it difficult to keep up with the impact of price wars in small and medium-sized online stores, and the sales data will be very bleak. The upcoming Double Eleven undoubtedly kicked off an e-commerce war. Under such circumstances, Taobao shopkeepers should start to be nervous and make careful arrangements.

Third, the purpose and significance of the activity

During the Double Eleven e-commerce promotion, we used various marketing methods to attract consumers' attention, increase online store traffic and increase in-store sales, which finally improved our sales performance and impression in consumers' minds during the Double Eleven period.

Four. Activity content

1. Store decoration and overall feeling:

The home page and baby content page of our store should be artistically arranged, illustrated as far as possible, and always filled with the atmosphere of double eleven promotion to arouse consumers' desire to buy. The decoration stage is basically divided into three stages:

(1) Before the festival: Render the atmosphere of the Double Eleven, attract consumers' expectations for the Double Eleven promotion in advance, and even offer preferential promotions to some treasures in advance, so that customers can pay attention to our store;

(2) Double Eleven: Shops should reflect the scene of doing their best to promote sales, and launch various promotion methods for goods, no matter whether they are busy or not, they should serve every customer well;

(3) After the holiday: It shows that "the Double Eleven has passed, and the afterheat of promotion has not faded", so that buyers who are late or concerned about our store can still enjoy the promotion benefits brought by the Double Eleven, but there is bound to be great convergence compared with that day, which highlights the purpose of our store that buyers are God.

2. Promotion method:

(1) Direct discount: the original price is 300 yuan, and the current price is 50% off 150 yuan. This kind of discount is the simplest and easiest for consumers to understand. No matter which baby is in the store, it is more acceptable for many consumers to change the price directly after the auction, even if it is not within the stipulated 20% discount price.

(2) Buy one and get one free: choose one baby at will and give another baby, with the highest price as the final transaction amount. This way of promotion depends on the eyes of consumers. Smart consumers can enjoy almost 50% discount if they choose properly.

(3) Two packages: After buying the baby, you will find that you can enjoy the package service by buying another one, and it is inevitable that you will have the desire to buy it again. Although this discount is not strong, many consumers are still willing to pay the bill.

(4) Full delivery: Full delivery of 100 yuan coupons, full delivery of 20 yuan coupons in 200 yuan and full delivery of 80 yuan store coupons in 600 yuan. This way is a bit particular. For example, this baby happens to be in 99 yuan and does not meet the preferential conditions. You must choose another one and accumulate it to enjoy the discount of coupons.

(5) Package: This way is a bit like kidnapping consumers. For example, if you buy any baby in the audience, 37 yuan can add a baby below 100 yuan, and 47 yuan can get a baby below 150 yuan. Similar to this way, it is to drive the baby with high prices and low prices, and it can also drive the sales of online stores. According to relevant statistics, this method is most popular with consumers.

3. Customer service:

During the Double Eleven period, consumers' traffic will generally be much more than usual. At this time, the customer service is required to grasp the sentence and reply speed, and it is best to add the cheerful information of the Double Eleven in the language, which is also a promotion to the buyer's desire to buy.

4. After-sales service:

Customers who have problems buying baby in the store should return it. They should deal with this matter quickly, politely and amicably. Don't leave the problem to the customer. Appropriate mediation should be carried out on commodity problems, whether to return goods or negotiate, and customers should not be asked to seek Taobao to protect their rights.