Is there an urgent need for an air purifier WeChat operation plan?

Product experience-(The relationship between brand story and children causes the same parent to sing) Under the dome and Tianjin for half a day.

User focus—

1, smog and formaldehyde in Beijing are a headache for parents. These two concepts are well understood by the public, so they are the main concepts.

2, feelings+love specifically for pregnant women and children to reflect the care of husbands or parents to impress consumers.

Purification focus—

1. I used it, but I can't see the effect (the product has real-time display and the mobile phone monitors it in real time).

2. Cost and cycle of filter element replacement (due to reminding of low-cost replacement)

3. I don't know what are the key indicators for choosing a purifier (how to directly test the effects of PM2.5 and formaldehyde).

Marketing objectives (manpower input for planning and project implementation is estimated to be 3 people)

During startup—

Account application, construction, and copy content preparation are completed.

Community Establishment (5000 Parents' Community-Beijing-Tianjin-Hebei)

Selling point material reserve completed (video animation picture planning ...)

Activity value-(500,000 brand direct sales, 500,000 angel users' media discount and market material accumulation)

Sales transformation (5% ~ 250 * 2000 = 500,000 direct sales) needs the cooperation of the marketing department.

Brand coverage (event marketing+brand building) release and display ≮ 1 million demand release support

Quantitative indicators of marketing budget and stage

During startup—

1) 4*6=24 Content reservation (5000 if draft is required)

2) The establishment, maintenance and activities of five communities, the expansion of cooperative communities, relevant pre-heating and guest invitation.

Daily activities planning within the group and related systems of community operation (such as sign-in, red envelopes, sharing and sunbathing, etc.). )

# How to deal with children who have been heavily polluted for five consecutive days on New Year's Day # (2000+CPS market settlement part)

3) Micro-communication (photography, video animation, scene games, etc. ) (5,000-2 core video materials-654.38+10,000 plays/piece and photography expenses)

4) online activities related prizes (filter element or mask or anti-fog recipe)

Main channel e-commerce+WeChat+community

E-commerce first tries to talk about JD.COM Suning if it doesn't use its own micro store;

Beijing-Tianjin-Hebei local and maternal-child account cooperation soft text delivery media number forwarding KOL experience

Event propagation entries, such as:

The smog is coming, and Beijing hot mom is testing the purifier.

Xx war, XXXX Vs Xiaomi, who do you bet on to win?

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Service number (for direct selling products)

Pay attention to the settings and automatically reply "Who are we" and "Latest Activities"

Menu settings

About us (brand story test report latest activity)

Product area (by product or store link)

After-sales service (online consultation on filter replacement and fault maintenance)

Published content-

User articles (refining user feedback)

1, user monitoring

2. User test presentation

3, the user's description of the product (such as appearance, etc. )

feeling

1, take care of the mountain under the dome

2. At that moment, joy and fear …

3. Why should I customize the purifier for my child?

Product article

1, purification speed, noise, etc. Compared with big brands, the cost performance is higher.

2, product parts supplier story supplier evaluation product manufacturers

Professional articles

1, what does it mean that the air outlet is 0?

2. Those local methods of monitoring air quality.

3, 12 minutes, the whole house air purification once! (CADR=406m？ /h)

4. Reports of third-party evaluation agencies (such as finding hospitals and websites and trying to sponsor charitable activities in children's and women's hospitals).

5. Is the window closed or open when the purifier is used?

6. How often does the purifier replace the filter element?

Network article

1, Haze \ Harm of formaldehyde to children and pregnant women

2. Three commandments of "self-improvement and non-smoking" in harsh environment