How to effectively improve the marketing strategy of welfare lottery

Welfare lottery marketing is, to a great extent, the information communication between welfare lottery institutions and lottery players. From the actual situation, this kind of information dissemination can be realized in four ways: first, through advertising, second, through personnel sales, third, through lottery marketing, and fourth, through public relations.

First, the welfare lottery advertisement

The purpose of lottery advertising is to let lottery players know, like and buy lottery tickets.

Determine the target of Fucai advertisement.

The advertising target of Fucai should be determined according to its target market. According to different target markets and different market cycles, different advertising targets should be determined. At the initial stage of issuance, the lottery market is in the development stage. During this period, the advertising target should be "informing"; With the entry of sports lottery and other types of lottery into the market, the development of lottery industry has gradually entered the stage of market competition. In the meantime, the advertising goal should be mainly persuasion. That is, to help lottery players understand the characteristics of Fucai, let lottery players have a good impression on Fucai and persuade them to turn to buying Fucai; When the lottery market is gradually mature and stable, and there are relatively fixed buyers, the advertising target in this period should be culture-oriented to attract high-level people to join the team marketing team.

(B) the correct choice of Fucai advertising media.

The choice of Fucai advertising media is closely related to its advertising objectives, market environment, advertising budget and the characteristics of various media. In different periods and stages of Fucai issuance, the choice of advertising media is also different. In the early days of Fucai's issuance, advertisers in this period mainly aimed at increasing the sales of Fucai, and the market environment was mainly aimed at urban residents with high population density. Therefore, during this period, Fucai advertising media mainly chose TV and newspapers with wide spread and coverage, which played a subtle role. At present, the lottery market is in a stage of fierce competition, and advertisers mainly want to increase market share. In addition, Fucai has been recognized and accepted by lottery players. Therefore, during this period, Fucai advertising media mainly chose newspapers that can touch all walks of life and have a certain circulation. There are also mobile media that can change information at any time, such as the LED screen of the car body and the car body.

Advertising should pay attention to how to improve the popularity of Fucai and expand new markets. Therefore, the future advertising media of Fucai should be mainly outdoor advertising, traffic advertising, newspapers and the Internet. For example, after subsidizing social welfare undertakings such as "Starlight Home for the Aged", a neon sign can be set on the roof, which indicates the welfare lottery subsidy. You can also set up posters and warnings about traffic safety knowledge. On the body of a city bus or car. When Fucai is extended to the rural market, it will extend its advertisements to short-distance buses leading to various urban areas.