Five Articles on Planning Copywriting of Double Eleven Activities

In recent years, Double Eleven has become an annual event for businesses. In order to attract consumers, promotional activities emerge one after another. The following is what I have compiled for you: the planning copy of the Double Eleven event, welcome to refer to it, and more information is in the planning book column!

Double Eleven event planning copy (1) 1. 20** Taobao Double Twelve event schedule

On September 5th, 20** Taobao Double 1 1 Double 12 Carnival was officially launched. (The seller warms up two months in advance)

September 15—— 10-9—— preparation period for the event.

10,10-10,10, Taobao held a seller's mobilization meeting in Hangzhou to promote Shuang 1 12.

1June10-10/0/October 3 1 business registration

165438+1October1-165438+1October 30 commodity registration

65438+February1-65438+February1/activity warm-up period

65438+February 65438+officially released in February.

2.20** Registration conditions for the main venue of Taobao Double Twelve activities:

The registration conditions for the main venue of Taobao Double Twelve are similar to those of this year's Double Eleven. Compared with the double eleven sign-in to send lottery tickets, receive red envelopes, set up wireless terminals and deduct gold coins, which greatly promotes the acceptance of the page and the postage is 50% off. Double twelve lacks two necessary conditions.

1) 50% discount package: active products require 50% discount on the current price, and it must be lower than the lowest auction price (non-final transaction price) in the last 30 days.

2) 12 12 shopping volume is universal for the whole audience: you can use the amount of double 12 shopping volume (the original double 12 red envelope) (multiple of 5, with the upper limit of 200) to set the products participating in the event. Users get double 12 shopping volume through various small games. On the day of double 12, the activity price of goods can be reduced by the amount of double 12 shopping vouchers to buy goods.

3) Set the wireless store and wireless details page: this meets the requirements of double 1 1. It is not difficult to see from the transaction ratio of 42.6% in this year's Double Eleven that the setting of the wireless terminal is really necessary.

4) Promotion pages: Pages linked to the main venue can be decorated, but they cannot be deleted.

Three. 20** Taobao Double Twelve main venue:

This year, Taobao's dual 12 PC and wireless terminals are different. There will be 154 venues on the PC side, including 1 main venue, 23 sub-venues and 130 industry sub-venues. Wireless terminal setting 10 industry branch meeting place.

Among them, the sub-venues of PC plate include: women's wear, men's wear, underwear, men's and women's shoes, luggage/accessories, beauty cosmetics, jewelry accessories, maternal and child products, children's wear and shoes toys, department stores and pets, home improvement, digital, home appliances, mobile phones, outdoor sports, automobiles, food, virtual, global shopping, gold panning, auction and bargain hunting. The 10 sub-meeting places on the wireless side are: women's wear, men's wear, men's and women's shoes, luggage accessories, sports, food, digital home appliances, household department stores, mothers and babies, and beauty cosmetics.

Fourth, 20** Taobao Double Twelve main venue seller incentive mechanism

The double eleven horse racing mechanism is still used in the rotation broadcast between the main venue and the sub-venue. Promote from low to high between different venues and from low to high according to venues. The promotion order is: floor of the venue by industry-> floor of the venue by industry-> sea view room of the venue by industry-> floor of the main venue-> sea view room of the main venue.

Among them, horse racing will be held in different days during the warm-up period, and venue display will be arranged according to the purchase situation of the whole store. Organize horse racing by the hour on the day of the twelfth lunar month, and arrange venue display according to the transaction situation of the whole store and the total consumption of red envelopes.

Verb (abbreviation of verb) 20** Taobao Double Twelve Activity Red Packet (Shopping Voucher) Usage Introduction:

This year, Taobao Double Twelve Red Packet was renamed as 12 12 Shopping Voucher (formerly 12 12 Red Packet). The main gameplay is that the amount of red envelopes that can be reused on the basis of the commodity price 12 12 is officially distributed through Taobao.

Example: The price of a commodity of a merchant A (the commodity that has signed up for the Double Twelfth Activity) is 200 yuan on the day of the Double Twelfth, and the merchant sets the amount of red envelopes available for this commodity as 12 12 yuan. If the user has a red envelope of 100 yuan, then the user can spend 12 yuan. Of course, the seller finally received 190 yuan. If the user only has 8 yuan's double twelve red envelopes, the seller will eventually receive 200-8= 192 yuan.

That is to say, every product that the seller participates in Double Twelve needs to be set with a usable double twelve red envelope amount (Taobao officially recommends that the red envelope amount should not exceed 20% of the product, and the red envelope amount can only be a multiple of 5 yuan and 5 yuan, and below 200 yuan). Buyers get 12 12 red envelopes with different denominations by completing official tasks.

Six, 20** Taobao Double Twelve Activity Wireless Game Introduction:

One of the four prerequisites for the registration of Taobao Double Twelve main venue is the need to set up a wireless store and a wireless details page. This is the same as the requirement of Double Eleven, and the 42.6% sales ratio of Double 1 1 also proves the rationality of this requirement of Taobao. So what is the difference between the specific gameplay of the double twelve wireless terminal and the double eleven?

In addition to the traditional Taobao wireless channel (see the picture below), this double twelve wireless game is worth mentioning as well as the interactive game of the store's treasure chest. When users browse the home page or shop page of the seller's mobile phone Taobao shop, there is a certain probability that a treasure chest will appear. After clicking on the treasure chest, the user can draw a lottery in the treasure chest set by the seller. The prizes in the treasure chest include coupons, mobile phone traffic packages, lottery tickets and so on. (Mobile phone traffic package: the mobile phone traffic package purchased by the seller can be used by users themselves or extracted and given to others. )

Taobao wireless traffic acquisition method

Seven, 20** Taobao Double Twelve Activities Promotion Page Analysis:

Taobao's Double Twelve promotion page is basically the same as the requirements of Double Eleven, and all businesses that sign up for Double Twelve can and must set up large promotion pages. The landing pages of the main venue and the sub-venue are the landing pages of the corresponding stores. The seller can set the big picture of the big promotion page and the background picture of the big promotion page on the front page of the store (mainly to set off the atmosphere of the Double Twelve activities). Optional modules of the promotion page include: store discount module, 12 12 pre-sale commodity module, 12 12 promotion baby module and custom content area. The above four modules can be displayed or not (that is, modules that can be modified and deleted by merchants). There is also a hot-selling goods module on the big promotion page, which will automatically extract 40 goods that the store is selling well. The seller can only adjust the order but can't modify it (that is, what the buyer sees here is the actual situation of the store).

It is worth noting that although the PC side of the page will be automatically synchronized to the wireless side, the custom module will not be synchronized to the wireless side.

Double Eleven event planning copy (2) 1. The 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 methods

(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.

Double Eleven event planning copy (3) 1. Event background:

"Double Eleven" refers to the annual165438+1October 1 1, which is also called Singles' Day because of its special date. Taobao Mall used this day to carry out some large-scale discount promotions to increase the sales quota. Around 2017165438+1October10/,on Taobao, many merchants offer 50% discount, and 20110,000 people collectively snap up, 150 well-known brands. The single-day turnover is 936 million!

I recommend it carefully.