Section 2 Theme of Bank Insurance Marketing Activities

Section 2 Theme of Bank Insurance Marketing Activities

In the second quarter, the theme marketing activities of bank insurance, in order to ensure that the work or things can be carried out in an orderly manner, we will customize the contents of the plan in advance. Marketing is a good channel to expand customers, but a good theme will also become the key to attract customers.

Theme of bank insurance marketing activities in the second quarter 1 1. Theme of activities: "Golden Autumn Marketing"

The theme of this activity is "Golden Autumn Marketing", which aims to express our sincere desire to share our hard work with high school and mass customers and create a better future, and spread our customer-centered personal banking business.

Committed to the realization of Yin Ke's "win-win" business philosophy. On this basis, banks can refine the main "selling points" of activities into sub-topics according to the characteristics of their own activities.

Two. Activity time: _ _ _ _ _.

Third, the purpose of the activity:

Taking Mid-Autumn Festival and National Day as the tipping point, focusing on individual high school customers and cardholders, consolidating and developing customers and promoting the use of savings cards.

The main goal is to increase the income of intermediary businesses such as express service fees, and focus on expanding the shopping, tourism, catering, entertainment markets and related markets, while expanding the coverage of products and promoting the multi-frequency and multi-variety use of customers.

Promote the all-round development of personal banking business, establish the brand social image of our bank through the promotion of "Golden Autumn Marketing", and enhance the three-level personal financial services (services, community services,

Self-service), improve the distribution efficiency of electronic channels, and effectively improve business performance.

Four. Activity content

Activities mainly include the following contents:

(A) "Golden Autumn Marketing Products Happy Release" promotional gifts.

In order to encourage cardholders to spend by credit card and pay without paper, promote the rapid growth of various business volumes of bank cards and self-service devices, and at the same time maintain and enhance the competitive advantage of Express Huitong business, and promote the sustained and rapid development of remittance business,

Specially launch the following promotional gifts:

[Golden Autumn Marketing Self-help Gifts]

During the activity, customers who use our savings card to pay the second fee on the self-service equipment in the province can exchange the payment voucher and deposit and withdrawal voucher for a gift worth RMB at the local business outlets.

First come, first served, until delivered. The voucher must be the payment voucher of the same savings card. After the gift exchange, we will take back the payment voucher.

Customers who sign the payment agreement during the event can get a gift worth RMB. Send it as soon as the contract is signed, one for each household, on a first-come-first-served basis, until it is delivered.

The event gifts are purchased by the bank itself.

"Golden Autumn Marketing Card Celebration Festival"

During the activity, the application card is exempt from the annual fee of the year.

If the credit card consumption reaches a certain standard, you can get the gift of the corresponding standard at the designated place of the local CCB with the consumption transaction documents and bank cards until the end.

If the credit card spending reaches RMB (inclusive) or above, give a gift worth RMB;

If the credit card spending reaches RMB (inclusive) or above, give a gift worth RMB;

If the credit card spending reaches RMB (inclusive) or above, give a gift worth RMB;

If the credit card spending reaches RMB (inclusive) or above, give a gift worth RMB;

Gifts should fully cater to customers' psychology of leisure shopping during festivals. Suggestions for credit card spending less than RMB include zoo tickets, park tickets, and package tickets for fast food institutions with elegant dining environment such as McDonald's around shopping centers.

The specific details are determined by the banks.

All banks should actively choose a large shopping mall, high-end hotel, high-end restaurant and other special merchants with a large consumption transaction amount according to the local actual situation, and take the form of on-site gifts to customers who meet the consumption standards on that day.

The sensational effect of promotional activities.

Since the activity lasts for more than one month, banks should reasonably arrange the rhythm of gift delivery and determine the number of gifts delivered at all levels every day, and the gifts will be delivered on the same day; At the same time, banks should actively do a good job of giving gifts to customers who use cards in different places.

"Golden Autumn Marketing Speed and Huitong Discount"

During the activity, the remittance fee of Huitong Express will be reduced by 10%.

Two "Happy Delivery of Golden Autumn Marketing Products" outlets, a silver-haired product display and quality service activities.

Take the business outlets as the unit to carry out the "Happy Delivery of Marketing Products in Autumn" quality service and a silver product display activity. These activities mainly include:

The business outlets uniformly hang propaganda banners, and post and place marketing activity posters and activity leaflets (recently released) issued by provincial branches to attract customers' attention with novel and rich visual appeal.

Tellers in outlets wear work cards uniformly, which increases the affinity of employees and shows the warm and cordial service image of our employees.

During the activity, all outlets set up special publicity information desks and equipped with storage guides to strengthen dynamic publicity, guide customers to use the self-service channels provided by the Bank to handle ordinary deposit and withdrawal and payment business, and actively do related exchange work.

Actively carry out quality service of outlets, improve the quality of counter service of express Huitong and other businesses, strengthen communication between counter personnel and customers, and effectively enhance the service image of outlets.

Do a good job in customer green channel service, provide preferential services to customers in strict accordance with relevant requirements, and create a good holiday service environment for customers.

(3) Community activities of "Happy Release of Marketing Products in Autumn".

Expand community marketing penetration, close community relations, and steadily promote community marketing as planned.

Seize the favorable opportunity of Mid-Autumn Festival and National Day to carry out the community marketing activities of "Happy Release of Golden Autumn Marketing Products" and steadily promote the second phase of community marketing. Through community financial service outlets, excellent service, outdoor display,

Community finance classes, marketing team community publicity and other aspects are closely integrated, and the Bank's community service image is established in an all-round way, and the links between community financial service outlets and target communities are strengthened.

Close the relationship between outlets and community customers, and steadily promote community marketing.

Combined with the promotion content, determine the target customers in the community, actively expand the relevant business volume, and effectively improve the business performance of community marketing.

Actively expand express Huitong business

June and October are the peak periods for students to enter school or report for new students. All banks can carry out marketing activities to enjoy remittance discount with student ID card or admission notice, attract student customer groups and expand the market business of education community.

Actively carry out community marketing activities for people with high remittance frequency in cities, such as business people and migrant workers in commercial communities, in order to improve the effectiveness of marketing activities;

For potential large remittance companies and national and trans-regional enterprises that need to pay wages in different places, all banks can conduct one-to-one marketing through public-private linkage, and strive for batch remittance services such as paying wages in different places.

Effectively promote personal savings deposit business.

The target communities of monthly and monthly personal deposits should be determined as campus communities and wholesale markets, so as to effectively grasp the seasonal characteristics of students' tuition payment and frequent business contacts and vigorously absorb savings deposits.

Seize the business opportunity when the stock market is closed during the National Day, focus on marketing "personal notice deposit", seize the opportunity for freshmen to enter school, focus on marketing "educational savings deposit", and pay attention to highlighting the wealth of our notice deposit assistant in marketing propaganda.

Educational savings can only be deposited twice. During the National Day, all banks should make good arrangements. During the activity, banks should arrange special personnel to be on duty to properly handle customer complaints or meet customers' special needs.

Effectively develop personal car loan business and various personal consumer credit businesses.

During the activity, all banks should strengthen the publicity and marketing of automobile consumption credit and personal consumption credit business of our bank in commercial communities such as automobile distribution market, home appliance wholesale market and house decoration market.

Strengthen the marketing of high-end customers and promote the cooperation of car purchase service for group customers; At the same time, strengthen communication and cooperation with PICC P&C company and automobile dealers, and expand the group's customer resources.

Promote the steady growth of personal car loan business.

During the activity, all banks should speed up the efficiency of business acceptance and approval, and strive to provide convenient and efficient services to customers on the basis of standardized operation.

(3) The activity of "Happy Release of Marketing Products in Autumn".

Taking this activity as the breakthrough point, through the establishment of the customer return visit system, we can understand the customer's holiday needs, make full use of the service functions of the cooperative units, and provide customers with all-round VIP value-added services; At the same time, seize high-end customers.

During the period of "10/day", there is a favorable opportunity to consider personal or family financial planning and introduce personal financial services to high-end customers, so as to further enhance the attractiveness of Ledangjia financial services. main content

During the activity, banks will send holiday cards made by provincial branches to customers by letter or manual delivery, and prepare a certain number of gifts at the same time. Gift packages are uniformly produced and distributed by provincial branches.

All banks offer gifts.

Cooperate with local high-end cooperative institutions in catering, entertainment and other industries to provide discounts for customers who hold our cards during the event; Joint airports, stations and other transportation departments provide VIP services to our customers.

During the National Day, customers go out more, and all banks should ensure the normal operation of wealth management centers, wealth management counters and customer-specific windows; At the same time, the organization business outlets,

Personal loan centers and other operating institutions effectively implement green channel services and various customer preferential services to create a good holiday service environment for customers; In addition, we should cooperate closely and strictly implement the "roaming service" standard.

Ensure that the customers of the head office receive special services nationwide, and honor brand promise, a master musician.

Four. moving target

Through this series of activities, our personal banking business strives to achieve the following objectives in 1 month:

The number of new customers has exceeded the historical level, the customer structure has been improved and the quality has been further improved;

The social penetration rate and usage rate of the card have been further improved. Compared with the same period last year and September this year, the volume of credit card consumption transactions increased significantly in that month, and the proportion of peers increased on the basis of September.

Speed Huitong's competitive advantage has been consolidated and improved, which has promoted its sustained and rapid business development, and its handling fee income has increased to the highest level in the same period in history;

The transaction volume of self-service equipment deposit and withdrawal and other agency business increased by% compared with last month.

Successfully completed various business indicators.

Section 2 Theme of Bank Insurance Marketing Activities 2. moving target

In order to thank customers for their long-term concern and support, and further enhance the market influence of our branch, our branch held the following marketing activities with a grateful mind, striving to repay customers' trust.

Strive to enhance customer value, seek common development with customers and share creative achievements.

Second, the content of the activity

(a) to carry out the theme of "winning the grand prize in deposit, good luck and happiness".

1. Activity target: all deposit customers of the branch.

2. Activity time: July 1, 2065438-1October 3 1, 20 1.

3. Activity rules: During the activity, all customers who handle the meta-deposit business in the sub-branch can get the chance of lucky draw. After the activity, 20 lucky customers were selected to get goods worth _ _ _ _ yuan respectively.

(two) to carry out the theme of "if the loan wins the prize, good luck will come day by day".

1. Activity target: all loan customers of the branch.

2. Activity time: July 1, 2065438-1October 3 1, 20 1.

3. Activity rules: During the activity, all customers who handle loan business in sub-branches are eligible for lucky draw opportunities. After the activity, 20 lucky customers were selected to get goods worth _ _ _ _ yuan respectively.

(three) to carry out the theme of "using electronic banking to get surprises and gifts"

1 Activity target: all corporate online banking, personal online banking and mobile banking customers of the sub-branch.

2 Activity time: July 1 day 2065438-1October 3 1 day 20 1 day.

3 Activity Rules: During the activity period, first, the corporate online banking customers of the sub-branches use corporate online banking to complete more than 5 bookkeeping transactions, and the accumulated amount reaches 6,543,800 yuan before they can participate in the lucky draw. After the activity, a total of 10 lucky customers were selected.

Get goods worth yuan respectively. Second, the personal online banking customers and mobile banking customers of the sub-branch completed more than five personal online banking and mobile banking bookkeeping transactions respectively.

And each sum exceeds 200 yuan, you can participate in the lucky draw, and each person will get the following prizes: 20 first prizes (personal online banking and mobile banking users 10), and each person will get goods worth _ _ _ _ _ _.

500 second prize winners (250 personal online banking users and 250 mobile banking users) received a prepaid card of 100 yuan respectively.

Three. Activity arrangement

After the event, a lucky draw will be held in mid-June at 5438+065438+ 10. The lottery will be conducted under the notarization of the notary department and randomly selected by the computer. Award-winning information will be announced in the business halls of branches and go to designated locations.

Four. Activity description

Within one month after the winners are announced, the customer's future designation of _ will be regarded as the customer's waiver.

Verb (abbreviation of verb) activity promotion

(1) Post posters of this marketing activity at all business outlets of this branch, and scroll the activity information through the led screen.

(2) The Branch publicized this marketing activity through TV, newspapers and other media.

(3) All branches and outlets of the branch answer customers' inquiries about this marketing activity.

The third theme of bank insurance marketing activities in the second quarter: to further strengthen bank services, continuously improve service efficiency, improve service level, shape the image of _ _ bank services, build the brand of _ _ bank services, and carry out various banking businesses with high-quality and efficient services.

According to the guiding spirit of the branch's service work this year and the arrangement of the branch, the branch decided to launch a civilized and high-quality service competition. The implementation plan of the activity is as follows:

I. Competitive objectives

Through this activity, we will promote quality service, take advocating industry civilization and standardizing service as the core, take standardizing quality service standards as the guidance, and focus on establishing and improving scientific service management mechanism.

Enhance the service awareness of all staff, continuously improve the service level, create a characteristic service culture, establish and publicize advanced service models, build a first-class service team, cultivate a first-class service culture and build a first-class service brand.

Show the image of first-class industry, enhance the service brand of Jilin Bank, create a "civilized and high-quality service year" and promote the business development of sub-branches.

The second is organizational leadership.

In order to ensure the orderly progress of quality service, the sub-branch established a leading group for civilized quality service competition, whose members include:

Team leader: _ _

Deputy Team Leader: _ _ _ _

Member: _ _

Office of the leading group

Director: _ _

Deputy Director: _ _ _

Member: _ _

The specific work is organized and implemented by the office, and all departments give cooperation.

Three. Activity arrangement

Activities are divided into three stages: mobilization, implementation, summary and evaluation.

(1) Mobilization stage (March 16-March 25th).

1, organize learning mobilization activities. First, hold a meeting of middle-level cadres, study and implement the spirit of "20 _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

The second is to set up a leading group for civilized and high-quality service competition activities of sub-branches. Establish the "number one" responsibility system and clarify the responsibilities. Third, combined with the actual work, the implementation plan of _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

The fourth is to hold a staff mobilization meeting, release this year's service work activity plan, clarify the purpose of the activity and arrange the work plan.

(II) Implementation stage (March 26th-65438+February 30th, 3 1)

According to the competition plan of the branch, the branch will carry out this civilized and high-quality service competition from the following four aspects.

1, formulate measures to improve service.

Organize the investigation of service problems. All outlets should organize employees to check and sort out the problems existing in the service of their own units and formulate rectification measures. Every outlet should organize employees to write a title.

"How to participate in the high-quality civilized service competition", be strict with yourself and actively participate in the competition activities. Actively report the good people and deeds emerging in the activities, sum up experience, strengthen exchanges and promote work,

Improve the overall work level of quality service.

2. Organize learning, skills training and competitions.

(1) Organize concept training and etiquette training on a regular basis according to Service Standardization Standards and Rules and Business Network Management Manual, from the aspects of service language, service attitude, professional image, service discipline,

Standardize the service mode of counter personnel in terms of service skills, service places and service facilities, promote the process and standardization of service and management of all business outlets, and comprehensively improve the quality and civilized service level of Jilin Bank.

(2) Carry out training from the aspects of standardization construction of outlets, customer reception level and business handling quality. , focusing on cultivating the service ability of lobby managers and teller operation skills, and selecting excellent outlets.

Participate in the on-site service demonstration competition organized by the branch.

(3) In order to comprehensively improve the comprehensive theoretical ability and business skills of counter personnel, the sub-branch will organize business training, special skills training and business expert training in a unified way, and will also hold special lectures and knowledge questions and answers every quarter.

In terms of skill competition, employees with excellent performance will represent the branch in the business competition organized by the branch.

3. Carry out service supervision and inspection activities. Announce the supervision telephone number to the outside world, set up a suggestion box, and properly handle customer complaints in a timely manner. In response to complaints, the sub-branch will hold an exchange meeting on emergency complaint handling experience.

On-site lectures will be given to those who handle emergencies properly, such as the complaint rate, and have high customer satisfaction rate, so as to improve the employees' ability to handle complaints and respond to emergencies.

4. Hold regular service experience exchange meetings between branch directors and lobby managers. Exchange service management experience; Summarize the good ideas and practices in the service; Find out the problems and deficiencies in the service and study the methods to solve the problems.

Sub-branches will employ professionals to explain and improve service standards.

(3) Summary appraisal stage (end of June, 20__, 65438+end of February). This contest is divided into two reviews, namely, semi-annual review and annual general review. The evaluation results in the first half of the year are included in the annual total score, and the annual total score will be rewarded.

During the activity, the sub-branches will conduct a comprehensive inspection, appraisal and quantitative scoring of the service work of each sub-branch in accordance with the Standards and Rules for Service Standardization and the Management Manual for Industry Sub-branches.

And then produce advanced collectives and individuals.

Four. Reward and punishment measures

1, award setting.

Half-year award setting: 2 awards for per capita business volume of outlets; Civilized and high-quality service collective award 2 (outlets).

Annual Awards: 2 advanced collectives (outlets) with civilized and high-quality service, 2 service pacesetters and 3 professional operators.

The grievance award is 3 people.

2. Reward method.

All award-winning units, collectives and individuals are rewarded by the branch and reported to the branch, and the branch gives material rewards and rewards for studying abroad.

The appeal award is recommended and reported by each branch, and the specific incentive measures are determined by the leadership of the branch.

Step 3 punish.

When the Head Office makes an effective complaint once, the person in charge of the outlet is dismissed (the party who makes an effective complaint is laid off and re-recruited), and the service evaluation score ranks the last three in the branch, and the branch will hold the person in charge of the outlet accountable or financially punish him.

Section 2 Theme 4 of Bank Insurance Marketing Activities. Introduction of cooperative units

not have

Second, the purpose of the activity

For the purpose of attracting customers, interact with community customers, create and feel the community culture of the project, drive new and old customers, improve the popularity of our community bank, attract the attention of customer groups, and expand the influence and popularity of community banks.

Three. Main points of activities

1 activity content

1) somatosensory games attract attention.

In order to attract new and old customers to understand our community bank and enter our community bank, this competition was specially held and achieved remarkable results. Arrange a fixed period of time every week,

An interactive project to play somatosensory games in front of my community bank (or within my ability). The content of this game is novel and refined, and it also has the effect of national fitness, which will definitely attract customers passing by.

And these stopped customers must have the customer groups that banks are looking for. In addition, customers who participate in the somatosensory interactive game need to sign in the activity participation details register and leave their phone numbers as the source of customer information of the Bank.

2) When customers attract people to a certain scale, you can continue to answer questions with prizes.

Visiting customers can not only experience the fun of somatosensory games, but also participate in the award-winning feedback of answering questions, and the publicity will definitely achieve the expected results.

2 exchange topic suggestions

Suggestions for answering questions are as follows:

1 When was the bank established?

What is the bank's business philosophy?

3 What are the product specifications of bank wealth management products? Questions can be selected according to customer needs.

3. The publicity method (1) is to put campaign advertisements on newsstands in communities around community banks;

(2) Posting advertisements for marketing activities in elevators and community bulletin boards around community banks;

(3) Promote activity information through WeChat;

4 activity feedback and tracking sales action plan

According to the activities, the on-site personnel summarize and analyze the answers to customers' questions, and provide targeted services for customers. For customers who participate in the game interaction, after the game is over, they will conduct targeted in-depth excavation.

Fourth, the target customer organization.

1 target customers

Target customers include: visiting customers from the communities around the community bank who came here through publicity, and new customers brought in that day;

2 customer organization

The new and old customers who are coming to visit come to our bank on the same day. After a brief understanding, the receptionist will conduct diversion guidance, take the consulting customers to the consulting area, and take the customers who participate in the game to the game area for registration.

At the start of the game, the fixed staff will inform the game mode and matters needing attention, and then start interactive games and quick answer games. Customers who answer our questions correctly will get exclusive souvenirs from Bohai Bank.

Verb (abbreviation for verb) arrangement of time and place

1 time

Community banks can be used on holidays or legal rest days after opening.

2 position

At the entrance of our community bank (or within our ability)

Budget of intransitive verbs (please list name, unit price, quantity, total price, etc. Details of each expense)

_BO_360 somatosensory game 1 3000 yuan.

Souvenir 100 0-500 yuan (you can use our existing cups or other cups).

1 flat screen TV 3000 yuan (community banks should have this equipment)

Seven, the expected effect analysis

The estimated business volume through this activity is 1.

Business volume can't be guaranteed, and popularity will definitely soar.

2 The expected impact of this activity

The expected impact left a deep impression on customers. At the same time, with the sales of wealth management and savings products, the deposits and business volume of outlets increased greatly.

Eight. Personnel arrangement and responsibilities

1 event planning: 2 people.

Job responsibilities: Arrange on-site partition to receive customers and equipment debugging and other process distribution.

Activity coordinator: 3 people.

Responsibilities: receive visiting customers and do a good job of publicity and explanation.

3 Person in charge of the event site: 1.

Responsibilities: Responsible for all the details of the day's activities.