The sales team shows the model essay of creative scheme design (five articles)

I. Name of planning and promotion

Using viral marketing to plan promotion plan

Second, the background of the incident

Group name: Group 4

Main members:,, Rodin Li, Zheng Xiaoying.

Target audience: all students in Class G5 of Grade 07 e-commerce.

Activity reason: let everyone know more about viral marketing strategy.

Three. Purpose, significance and objectives of the activity:

Objective: To understand what viral marketing is.

Significance: Understand what viral marketing is, the methods, precautions and strategic elements of viral marketing, and the basic conditions for successful implementation.

Objective: Through viral marketing planning and promotion scheme, students can have a clear understanding of the above contents.

Four. Implementation, time and place of activities:

Activity Center: Computer Room 5 1 1 on the fifth floor of the comprehensive building of Shenzhen Senior Technical School.

Time: Thursday, April 30th

Speaker: Rodin Lee

Backstage personnel: Ren Lin, Wu Xiaojun and Zheng Xiaoying.

1 First of all, let's understand what viral marketing is:

Definition of viral marketing: Viral marketing means that sponsors send the initial information of products to users, and then rely on users' spontaneous word-of-mouth publicity. Because its principle is similar to the spread of virus, it is called virus trial marketing in economics, which is a common and very effective method in network marketing.

2. Preventive measures and strategic elements of viral marketing:

(1) If you want viral marketing to spread like a virus, you should pay attention to some very important factors, otherwise your viral marketing will come to an abrupt end. What are the precautions?

A, don't send pure advertisements directly, because everyone knows the reason;

B, information should be practical and easy to spread;

C, don't cheat customers, this is the most important thing, or you may be complained;

D, do a good job of manual service.

(2) The basic elements of an effective viral marketing strategy:

A. providing valuable products or services;

B, provide a way to convey information to others without effort;

C, the scope of information transmission is easy to spread from small scale to large scale;

D, using the enthusiasm and behavior of the public;

E. using existing communication networks;

F. use other people's resources.

3. Basic conditions for successful implementation of viral network marketing.

1, providing valuable products or services:

For communicators, the primary reason for being willing to be communicators lies in the value of their communication content to communicators. Therefore, before adopting virus marketing, enterprises should first refine and design the products and services they want to spread.

2. Provide a simple way of information transmission:

That is to say, to design a communication method that can be realized easily, such as using instant messaging tools such as MSN and QQ, or sending a short message or an email, it can be easily realized with one hand, and the most taboo is complicated operation.

3. Choosing suitable carrier is easy to spread gradually;

That is to find the breakthrough point that is easy to spread news quickly-"the source of virus infection". For example, the spread effect of the famous Tianya Forum and Sina blog has made good use of the eyeball effect of celebrities to rise rapidly.

4, skillfully knot public welfare hot topics into the topic:

The easiest thing to arouse everyone's enthusiasm is the public topic. Although topics closely related to individuals or awards can also arouse the interest of communicators, they are far less concerned than "hot spot effect".

5. Optimize the distribution of communication channels:

In other words, according to the characteristics of products, we should carefully choose advanced communication channels such as the Internet and mobile phones, so that products and services can be quickly "infected" through the interaction between users.

4. Example analysis

This case uses the second example of viral marketing mentioned above, the method of sending holiday wishes.

Before the arrival of Children's Day, Class G5 of Class 07 e-commerce made a beautiful Children's Day blessing page. Compared with ordinary greeting cards, this blessing page has a different feature. There is a text box at the bottom of the page. Students can fill in the name of the blessed person in the text box and send it to the blessed person, so that the blessed person feels like a greeting card made by the other person, and his heart will be extremely happy, and he is very willing to send blessings to friends and family around him in this way.

The viral marketing it uses here basically conforms to all the strategic elements of viral marketing, such as providing valuable holiday wishes, just filling in the other party's name and then sending the address easily, which is very convenient and so on. And did not violate all the precautions of virus marketing, so this virus marketing is also relatively successful.

This kind of holiday virus marketing can be said to be tried and tested. As long as you spend some time in the early stage to spread the information, it will naturally spread out later.

5. Examples of viral marketing methods:

(1) Free Service Law

We usually use free email, free space, free domain name, ICQ online instant messaging software and so on. When you use one of these functions, for example, when you send an email to a friend with a free mailbox, the system will automatically bring you some business information, so that you can help them promote it involuntarily.

(2) Holiday blessings

Whenever the festival comes, you can send some blessings to your friends through QQ, MSN, E-MAIL and other tools, usually by sending messages directly, or by sending the address of a blessing webpage to friends and relatives. Because during the festival, everyone is happy to receive the blessings from friends and forward them to our relatives and friends, so there is a viral marketing.

(3) Anonymous service

Arbitrary name service does not require a certain amount of financial and material resources like the above-mentioned free service, and is more suitable for small companies or personal websites. Provide some common queries in daily life on the website, such as: bus query, telephone query, mobile phone attribution query, weather query, etc. Putting these practical queries together can provide great convenience for users, gain a good reputation from users and spread quickly among netizens. Of course this method is not obvious.

(4) There are many others, such as sending jokes, or making pictures with websites to send to friends, making video files and FLASH games for others to forward, and so on.

Chapter II of Marketing Planning Scheme

I. Organizer

Student Affairs Office (Student Affairs Office)

Second, the organizer

Department of Economic Management

Third, the cooperation unit

Fenghuang bicycles a cheng branch

Four. Teams and activities

Players are free to form a team to participate in the competition, with 3-7 players as appropriate. There are two forms of competition: marketing planning and marketing actual combat; * * * Three stages: writing marketing plan, actual marketing and team style display.

Verb (abbreviation of verb) activity flow

1. preliminary competition and marketing planning competition: the organizer invites senior professors and sponsors to mobilize and train students, each team writes research reports and marketing plans for sponsors, and the judges and teachers evaluate the plans of each team.

2. rematch and actual marketing competition: according to the performance of the preliminary competition, select the winning team to enter the rematch and actual marketing competition. 165438+1October 5-165438+1October 14. Each participating team conducts actual marketing (free sales and limited sales) inside and outside the campus; According to the sales performance and marketing creativity of each team, the winning team is selected to enter the semi-finals.

3. Presentation of the semi-final team: 165438+ 10/2 1, and the teams entering the semi-final will have PPT presentation and on-site defense.

4. Presentation of the final team:165438+1October 27th, the teams entering the final will have PPT presentation and on-site defense.

5. Closing Ceremony and Award Ceremony of Marketing and Planning Competition:165438+1October 28th, according to the results of the preliminary, semi-final, semi-final and final competitions, awards will be given to all participating teams, and winners will be awarded.

Sixth, the award setting

First place: issue honorary certificates and reward team activity funds 1000 yuan;

Second place: 500 yuan, who awarded the honorary certificate and rewarded the team activity fund;

Third place: awarded a certificate of honor and awarded 300 yuan for team activities;

Individual awards-marketing planning star team, actual combat star team and popular star team 1: Honorary certificates will be awarded respectively to reward 200 yuan, the team activity fund;

4 Excellence Award: Certificate of Honor; Outstanding organization award 1: medals will be awarded.

Seven. Registration method and time

(1) Registration method

1, on-site registration: 10, 12- 15, set up a registration point at the entrance of a restaurant in Houji, where teams can register;

2. Online registration: download the registration form in the "Notice and Announcement" section of the website of the Department of Economic Management of the campus network, fill it out and send it to the designated email address ();

3. Registration of students' union of each department: a registration form is attached to the notice, printed and filled out, and then submitted to the students' union of the department, which will submit it to the students' studio of the Department of Economics and Management (Room 82 17, Zheng Wen Building) before/KLOC-0+05.

(2) The deadline for registration is 10, 15, 18: 00.

Eight, matters needing attention

1, please do a good job in publicity and registration;

2. Please pay attention to personal and property safety throughout the competition;

3. If there is any change in the event, the organizer will inform the participating teams in time.

Nine. Members of the Competition Organizing Committee and their contact information:

Student Affairs Office (Student Affairs Office)

Chapter III of Marketing Planning Scheme

South Korea's Mr. Donuts ("Mr. MaiQuan") food brand was introduced to China, and its main products include more than 200 kinds of Chinese and western simple meals such as MaiQuan, pizza, spaghetti, Korean yogurt ice cream, smoothies and lavazza coffee.

The catering competition in Wuhan is very fierce, especially in the bustling business district. All kinds of restaurants try their best to attract customers, increase turnover and improve operating profit. At that time, Mr. MaiQuan's fashionable restaurant consumed 300-400 guests a day and 600-800 people on holidays, and the per capita consumption was only around 20 yuan. The main reason is that the types of customers entering the store are immature and the product pricing is inaccurate. At that time, restaurants sold 1, 3, 4 and a MaiQuan in 5 yuan, but the number of doughnuts of the same brand in Shanghai was at least over 6 yuan, which more than doubled. The price of steak is lower, and the cheapest special steak is only 12.8 yuan/serving; 8-inch pizza 12 yuan, 12-inch pizza 19 yuan. Pizza Hut nearby is not much better, and the 9-inch special is also in 55 yuan.

How to combine products, plans and markets under the condition of little reform and reverse the existing situation of "meager profit and loss" as soon as possible is an urgent matter. In this paper, the author will reproduce the planning and marketing process after joining the restaurant as executive manager by documentary method, so as to provide reference and communication for catering managers.

First, consolidate the system and standardize its implementation.

For example, the issuance and use of vouchers are standardized. The distribution and use of original vouchers are too chaotic, and the implementation of the use system is not in place. In addition to affirming the original "single table and single consumption full of 30 yuan", the standardized voucher issuance method is 1 voucher 10 yuan. In addition to stipulating that a single table is full of 50 yuan 1 20 yuan vouchers, there are also "38 yuan-free 1 5 yuan vouchers, and there are other discounts or coupons; Where you spend 2 copies of 38 yuan or above, you will be given 2 5 yuan vouchers in addition to other discounts or coupons; And so on, the top is not capped.

On the basis of the existing commitment and implementation of the use of vouchers, the vague expression is standardized and unified as "1 5 yuan vouchers can be used for all regular-priced goods from 20 yuan (inclusive) to 30 yuan; Where 30 yuan (inclusive) to 50 yuan regular price goods are consumed, vouchers with total face value of 10 yuan can be used; Where goods from 50 yuan (including) to 90 yuan are consumed, you can use vouchers with a total face value of 20 yuan; Where 90 yuan (inclusive) to 100 yuan is consumed, vouchers with a total face value of 30 yuan can be used; Where the consumption amount exceeds 100 yuan (inclusive), vouchers with a total face value of 40 yuan can be used. " The above explains the regular-priced goods, and at the same time, it is stated in the remarks that "the vouchers in our store are divided into three denominations: 5 yuan, 10 yuan and 20 yuan * * *", "the vouchers with the total denomination of 40 yuan can be used at most each time", "the vouchers and discounts cannot be used at the same time", "5 yuan, 10 yuan and 20 yuan can be used in any combination at the same time", and

Second, timely adjustment and activity marketing.

When the author arrived, the restaurant had implemented a 30% discount for nearly two months (except special price, MaiQuan, ice cream, etc.). Although such vicious competition has brought many consumers, there are really not many loyal consumers and there is no real promotion in place. High discounts also make the restaurant's turnover and profit hesitant. To this end, the author promptly published "Mr. MaiQuan, Sincere Care? Global mainstream food series promotion week "theme activities, and adjust the strategy of 30% off the audience to 8.8% off, the measures are as follows:

"The first week of each month is MaiQuan Promotion Week, the second week is Yogurt Ice Cream Promotion Week, the third week is Pizza Promotion Week, and the fourth week is lavazza Coffee Promotion Week.

This activity starts from the promotion week of yogurt and ice cream on July 9, XX, and repeats once a month (that is, if the individual month is five weeks, the fifth week is MaiQuan promotion week; And so on), each promotion week is limited to Monday to Friday. During the promotion week, all promotional products will be discounted or given away, and our vip cardholders will enjoy preferential discounts and upgrades (see the announcements of various promotion weeks or the consumer rights handbook of Mr. MaiQuan's fashion restaurant for details).

Article 4 of the marketing plan

I. Activity Time: March 6-March 15

Second, the promotion theme: meet in spring and enjoy the beautiful scenery together.

Three. Activities:

Activity 1: Women love beautiful fashion trends, new products are on the market, and beautiful women articles-spring cosmetics are on the market.

Fashion women-fashion digital and mobile phones to create personalized women.

Happy Women's Articles-Celebrating Women's Day on March 8th, promoting large-scale new products of women's shoes, bedding and underwear, healthy women's articles-nourishing health products, honey and healthy fruits, charming women's articles-promoting new products of women's wear and home.

Romantic women's products-gold, platinum, pure gold promotion meeting March 8, 2009 new women's products-sports and leisure new products listed in 2009.

Activity 2: Happy Lottery is full of surprises.

During the activity, when shopping in the new century, you can take part in the "Happy Lottery Surprise" activity on the first floor with your computer receipt. There is a lottery in 38 yuan for supermarket shopping, twice in 76 yuan, once in 88 yuan for clothing department store, twice in 176, and so on (only three times per receipt).

Award setting:

First prize: 10 gift with a value of * * yuan, second prize: 30 gift with a value of * * yuan, third prize: 80 gift with a value of * * yuan, and commemorative prize: 1000 exquisite gift.

Activity 3: Happy sports, lucky hula hoop.

Happy March 38, happy turn, enter the new century, exercise together, stretch your hand, twist your waist, roar and turn around, let you experience the fun of rotation, make your figure slimmer and more charming! Actions speak louder than actions, so sign up quickly. The quota is limited to 50, and the hula hoop is provided by New Century. )

Award setting:

Champion: 1 a gift worth * * yuan, runner-up: 2 gifts worth * * yuan, third runner-up: 3 gifts worth * * yuan, and participation prize: 44 exquisite gifts.

Activity 4: Everyday 3. 15 New Century of Honesty-Consumption and Development (March1March-June 15)

In order to make us do better, let us know your needs better, and narrow the distance between us, we will jointly launch "Harmony 3. 15, Consumption and Development" at the main entrance of the new century at 9: 00 am-12: 00 pm and 4:00-6:30 pm on March. Warmly welcome the vast number of consumers, urge and enhance the good brand image in the new century. We will listen carefully to every suggestion and opinion you put forward and take it seriously in order to improve our service more perfectly.

Chapter V of Marketing Planning Scheme

First, the enrollment background analysis

1. Performance of learning motivation: 77.4% of freshmen are of their own will, and others are the wishes of their families. Students learn technology mainly for mastering skills, solving employment and satisfying interests. Overall, "mastering skills" accounts for a large proportion, accounting for 60.9%. Family members pay more attention to the problem of "solving employment", and the proportion of demand varies according to the source of motivation;

2. Enrollment target group: Enrollment should focus on promoting unemployed youth, including migrant workers, veterans, junior and senior high schools.

Graduates who are unemployed at home, on-the-job training, etc Among them, 50% ~ 60% of the total number of students are unemployed after graduating from junior high school.

3. The impact of advertising on students: Both students and parents understand that technical schools mainly use TV advertising, and the spread of advertising still needs to be extended. Parents are more rational and more inclined to the actual investigation and recommendation of acquaintances. At the same time, however, there are serious homogenization and follow-up phenomena in TV advertisements of several technical schools in the provincial capital, and the marginal effect of advertisements is decreasing, and advertising communication is facing new innovations;

4. Students know the current situation of the school: students far away from the provincial capital rely too much on TV advertisements to know the school, with weak information and low credibility. Parents rely on the recommendation of acquaintances and field trips, which are easily intercepted by competitors. How to establish the reputation and credibility of the school brand, how to intercept students and attack competitors are all practical problems faced by the school. So we need to get close to where the students come from and give them an understanding.

Second, analyze market difficulties and tap opportunities.

(A) Analysis of market difficulties

1, fierce competition in the industry, not enough. In Shenyang, the capital city where technical schools are relatively mature, a large number of technical training schools have sprung up in the early stage of the market with high profit return rate, and the industry competition is very fierce, especially in terms of students.

The largest supermarket chain for enrollment and employment in China.

In the competition. At the same time, the students of technical schools are also diverted from public junior colleges, adult education and self-taught schools, which makes the whole technical training industry face a difficult choice of enrollment.

2. The internal friction black hole in the inner ring is prominent. The internal competition in Shenyang's technical training industry is fierce, and the technical training industry has become a mess. Its long-term internal friction is expensive, and some weak schools even resort to unfair competition that harms the interests of the industry to grab students, avoid and pass on responsibilities. It is Bohua's inevitable choice to get out of the circle, avoid internal friction, find a breakthrough point and establish a leading position in the industry with advantages.

The annual enrollment propaganda is in full swing. Several technical schools ranked the first gradient in the industry, the annual advertising expenditure is amazing, and the cost is soaring. How to effectively use media resources, reduce false investment and improve the hit rate of enrollment has become a major problem for schools. The fierce competition in advertising forces the advertising quota of the school to remain high, and how to effectively undertake the role of media advertising on students has become one of the puzzles in the development of the school.

4, the enrollment is tepid, and there are few students. The enrollment of technical schools is greatly restricted because students at school have not graduated, young people who work outside the home have not returned home, and potential students pay less attention to technical schools. It is difficult to coordinate enrollment input and student output, and it is not easy to invest too much. The enrollment propaganda should be simple and easy, and the short-term effect is remarkable.

(b) Market opportunity analysis

1, Bohua School has a good brand. Through the investigation of the school, it is found that the brand of the school is high, which shows that the quality of Bohua School has played a good communication effect and is conducive to the strong operation of enrollment promotion this year. Planning also relies on the strength of the market operation and the achievements of Bohua's 28 years of running schools to promote effective enrollment.

2. The terminal promotion of other schools is weak, which is conducive to Bohua School to build a terminal interception offensive. The enrollment offices set up by several technical schools in the provincial capital in various cities are too scattered, and the enrollment promotion is not effective. Bohua school can make a big fanfare, implement terminal interception, maximize the return of students and defeat competitors. In addition, the New Year is the interface for parents to consider the education of unemployed children, and it is also the gateway for them to make major decisions at this time, which is easily influenced by external propaganda. Unemployed graduates will also choose this time to consider their future growth. What we have to do is to seize this opportunity and detonate the demand. (1), model articles for the company's annual meeting (three articles) (2), model articles for innovative design of the company's team (three articles) (3), 50 simple and domineering slogans for the team display (4), 50 classic slogans for the sales team display (5), 44 slogans for the team display (6), and slogans for the team display in military training (4).