Model essay on marketing promotion planning scheme

5 model articles on marketing promotion planning scheme

In order to ensure the smooth progress of work or things, it is often necessary to make plans in advance according to specific conditions. A plan is a written plan, which is the detailed rules and steps of specific actions. I will bring you a marketing plan, I hope you like it!

Marketing promotion plan 1 1. name of planning 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, which is the most important thing, or you may be complained;

D. do a good job in 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. take advantage of 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) It is easy to gradually diffuse by selecting appropriate carriers;

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), cleverly put the hot topic of public welfare 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 configuration 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.

Marketing promotion planning scheme 2

1. Overall promotion ideas

1. 1 __ The huge sales network is the main line.

_ _ Real estate currently has 55 subordinate branches and more than 200 salespeople. The network is all over Shenzhen, and the sales terminals directly face all social strata, far away from the traditional secondary sales network.

1.2 On-site sales and directional communication are two auxiliary lines for all-round promotion.

As the center of customer reception and sales management, the sales site is still irreplaceable. At the same time, real estate will find out people with similar needs from tens of thousands of customer data accumulated in the past for targeted promotion, which greatly improves the effectiveness of information dissemination.

2. Promotion objectives

Strategic objectives depend on the business objectives of the enterprise, and the promotion objectives that are unified with their own business objectives can be summarized as four points:

2. 1 sales growth target

All the advertising activities of this project are aimed at developing and winning the market, so as to improve the sales performance of the real estate and achieve the sales target according to the development and operation plan.

2.2 Market expansion objectives

Through outdoor advertising activities, put into Shenzhen Futian as the center of the sales market. Expand Nanshan and Luohu markets according to progressive advertising strategy.

2.3 Brand setting goals

Through a series of activities, establish a good brand of Freedom City and make the project have a clear image in the target market. Enhance the goodwill of consumers in the target market to the project.

2.4 corporate image objectives

Establish a good brand, and then expand the social influence of Feng Gang real estate.

3. Promote tactics

3. 1 On-site display in sales center

Let buyers know information from all aspects of what they see and hear, which directly affects buyers' choice.

3.2 Fairness

The crowd and sales atmosphere of the exhibition can well infect customers' buying emotions and make customers make decisions relatively easy.

3.3 the scene image display

The construction site is the most economical and effective publicity site, which directly affects the image and sales atmosphere of the real estate.

3.4 door-to-door direct sales

List the customers who are likely to buy from the company's information, negotiate at home and send the information, and make a breakthrough at a fixed point.

3.5 Promotion activities

Effectively create sales hotspots, with strong pertinence and direct effect.

3.6 Real estate visual image

Try to make the concept of real estate specific and professional, and leave a deep and clear impression on buyers.

3.7 create panic

Take the initiative to grasp the buyer's psychology, create a prosperous situation and attract wait-and-see buyers.

4. Division of promotion stages

According to the promotion plan of this project, the specific content of the advertisement is divided into three stages:

4. 1 image lead-in period

Time: June 20th165438+1end of October-65438+February.

Promotion idea: the promotion focus at this stage is the concept promotion of "the fifth generation small apartment" and the establishment of project popularity. With the help of soft news reports of various media and the image introduction strategy of event marketing, news hotspots are created, which has aroused great public concern. At the same time, pay close attention to the preparation of sales materials, on-site packaging scheme, decoration construction design and so on.

Promotion goal: to promote the brand of Freedom City and lay the foundation for official sales.

Media support: at this stage, the popular soft news reports of Shenzhen Special Zone Daily, Shenzhen Business Daily and Southern Metropolis Daily are the main advertising media, supplemented by outdoor media and electronic media. The purpose is to spread the brand-new image of the State Commercial Building, and let potential customers know the concept of "fifth generation small apartment" and the preliminary information of project sales.

4.2 Official Promotion Period

Time: 65438, 20__+February-65438, 20 _ _+October

Promotion idea: On the basis of the first stage of marketing, this stage further deepens the theme, attracts social attention, enhances popularity and consolidates brand image through intensive bombing of various marketing means. Achieve the role of further developing the market.

Promotion target: the sales area reaches 50%, about 20,000 square meters.

Promotion method:

Targeted promotion-mail or fax carefully designed folding pages and architectural books introducing BCC Building to target customers, or send e-mail through the network for targeted promotion.

Manpower promotion-according to the collected customer information, send personnel to the door for promotion and negotiation.

Media promotion-at this stage, the media mainly focuses on newspaper advertisements with strong sales, focusing on releasing sales information and preferential measures; At the same time, it is supplemented by online media, outdoor media and consumer magazine media.

Network marketing-use the company's huge network resources and customer resources accumulated in the early stage to encourage old customers to introduce new customers through certain preferential measures.

4.3 comprehensive promotion period

Time: March-April,1October 20th.

Promotion idea: Continue the previous sales situation and adjust the sales strategy according to the actual situation.

Promotion goal: the overall sales of the project will reach 90%.

Promotion method: Using the company's huge network resources and customer resources accumulated in the early stage, salesmen come to the door to sell to target customers, and use the company's existing advertising channels to promote real estate. At the same time, we will carry out advertising campaigns for consumers, and promote project sales with the help of oral communication and purchasing power of consumers.

5. Promotion expenses

The following expenses are paid at an average price of 7,000 yuan/square meter and a total sales area of 70,000 square meters:

1. Agency fee: 65438+ 0.5% of the house price. If it is sold at 80% of the total area, the agency fee is about 5.88 million yuan.

2. Newspaper advertisement: The newspaper advertisement of the special zone is half-page 10 times, and the cost is 1 1,000,000 yuan.

3. Website production and link cost: 100000 yuan.

4. Production cost of sales materials: 30,000 copies of loushu, 300,000 yuan; Sand table model and building structure model, 50,000 yuan.

5. Sales site packaging: sales office packaging:150,000 yuan; Banners and colorful flags, 20 thousand yuan.

6. Outdoor advertising: bus shelter advertising, light pole flag, 150000 yuan.

7. Gift making cost: 20,000 yuan.

8. Exhibition fee: 50,000 yuan.

6. Sales management (omitted)

Marketing promotion planning scheme 3

I. Theme of the event

Whether running a hotel, a flower shop or a gift shop, Valentine's Day should have its own theme, highlighting the novelty and innovation of its own shop. First of all, there must be an eye-catching theme!

Second, the purpose of the activity

In this day full of love, warmth and sparks, we should be clear about our purpose and how to highlight the blessings expressed by merchants to customers. In addition, take this activity to continuously improve the visibility and willfulness of your store!

Third, the decoration of the event site

1, store decoration, highlighting holiday features.

2, product modeling and implantation.

3. Specific and thoughtful service

4. Be a love wall. Couples can record their wishes and leave them on the love wall as a souvenir.

Four. Activity content

1. How much to buy, how much to add or what to send in the store?

All customers with consumption can leave their footprints on the wall of love.

3, can also be used as an integral activity, pay attention to the official account of the store WeChat to receive red envelopes, gifts, a bunch of roses and so on ~

Verb (abbreviation of verb) activity reservation

1, the store accepts customer phone calls, WeChat and other reservations; However, a deposit is required for booking, which is 30% of the items ordered. )

2. You can also make unique bouquets according to customers' requirements.

Duration of intransitive verb I-word

20__ (one day only) February 14

VII. Object of activities

Mainly aimed at the public, anyone who needs a bouquet can enjoy it, men, women and children.

Marketing promotion planning scheme 4

After July, emerald city can cheer for "the mountain is high and the road is dangerous, and the three armed forces will make great achievements". A group of young people, a hard work, a harvest, day and night efforts, a firm core concept, has made remarkable achievements. However, the Long March has just begun. After all, we only completed less than a quarter of the total sales in emerald city. Today's joy and achievements are the driving force for further efforts. In August, the coexistence of advantages and challenges is another key to winning.

Promotion target in August: strive to complete 120 sets in August and achieve the phased sales target of 300 sets by the end of August.

August promotion node: opening (it is recommended to arrange it in August 16, Saturday in the third week of August).

The first part of August promotion strategy suggestions:

(1) The situation of promotion in August:

Disadvantages: customer accumulation-starting from scratch as a stimulus-has been released.

August is the turning point of sales in emerald city. In the early stage, we accumulated the first batch of customers through measures such as discount card sales and preferential housing rights. After at least three months of accumulation, the first batch of customers concentrated on digestion in July. In August, the most important thing is to re-explore customers after the release of various concessions.

Advantages: the market image-strong brand sales situation-very hot sales hardware-is basically perfect.

It can be said that emerald city is the brightest star in Tianjin real estate market in July, and emerald city is the most powerful brand in Ruijing plate and even the whole northwest region at present. Through a series of actions, emerald city surpassed Aoyuan and Shui Mu Tiancheng. With overwhelming advantages, it has completely opened the distance with Yu Yan and Tokyo. However, the current strength is temporary. The Sydney Mansion in Aoyuan is about to open, and Yu Yan and Tokyo are grabbing customers at low prices. Therefore, we must actively maintain, utilize, promote and upgrade in August in order to gain a firm foothold and maintain our advantages.

With the popularity of subscription renewal, emerald city's recent sales situation is good, and the average daily passenger flow is basically maintained at around 20 batches. Although most of them are old customers, the popularity of the scene is still strong. In August, we should fully continue the current hot atmosphere and make great efforts to maintain the popularity and flow of people in the sales center.

The completion of the sales center and the opening of the model room have provided the most powerful weapon for sales, and the on-site crackdown has been greatly improved.

(2) Promotion core in August:

1. Create a new node and a new stimulus.

Reflections on the opening: the opening is a hot spot and a node-a means to complete 300 sets. In fact, emerald city has completed the purpose and task of the general property opening, so what is the significance of the opening? Is it necessary to start business activities? Bai believes that the opening ceremony is still an important activity in emerald city. Due to the relatively single node in August, the opening ceremony became the key point to attract customers to buy. Emerald city's opening ceremony broke through the traditional opening ceremony and followed the previous successful experience: customer accumulation-customer locking-node explosion. With the promotion principle of step by step, centralized breakthrough, phased grasp and three-dimensional attack, the opening ceremony became a new breakthrough point and staged offensive in emerald city sales. During the opening period, make full use of preferential price means, market atmosphere and herd effect of centralized trading to promote new customers to clinch a deal.

The significance of the opening ceremony also lies in the new starting point of emerald city. The opening ceremony announced that emerald city officially entered the market and began to go on sale, which also enhanced the confidence and morale of internal staff through lively activities.

Opening promotion purpose: connecting the preceding with the following, creating a sensation, laying a solid foundation and continuing popularity.

Opening goal:

1. Achieve a total of 300 sets of sales indicators and create a "myth" of opening transactions.

2. Arouse the attention of the city to emerald city, maintain the popularity of the site, accumulate new customers, and further expand the influence of the city. It was a sensation as soon as it opened, and emerald city officially entered the market with the image of being hot and enthusiastic and favored by consumers;

3. Continuation of sales momentum: On the basis of hot subscription in the early stage, we will once again create wave after wave of sales upsurge in emerald city.

The opening price refers to: on the opening day, the first 88 customers who directly signed the house purchase contract, except those who have signed the internal subscription agreement, can get a special discount of 3% of the total house price (the discount range is equivalent to about RMB 6,543.8+0,000 yuan) in addition to the normal discount.

Opening theme: Ode to Joy, Learn Jade

Opening activities:

Celebrity Entertainment: Movie Star Liu Chuanzhi

Theatrical performance

Lucky draw for Christmas trip to Germany (16 clinch a deal)

Set up emerald club

2. Regional development: the community promotion in Nankai District is fully rolled out, and Hongqiao Beichen continues.

Hongqiao and Beichen continue to carry out community promotion activities at least once a week.

Concentrate resources and immediately carry out community promotion activities in Nankai District. Give outdoor media support, DM content targeted planning.

1) Xihu Road Store cooperates with real estate chain stores to select several key communities.

2) Before August 9th, a large number of DM launched the first offensive in this area.

3) Sales staff and buyers go deep into the community, set up points to introduce the project, and watch the RV transport customers to the scene to see the house.

4) Attract customers to the site with colorful activities.

5) The real estate store cooperates with the sales staff of Xihu Road Store to follow up the customers and facilitate the transaction.

6) Launch a new offensive.

3, home chain:

Chain stores not only cooperate with various stores to promote the community, but also shoulder the powerful role of recommending customers for the sales center. During the opening period, special incentives will be introduced for chain store employees to stimulate their recommendation: 500 yuan/set will be awarded to those who recommend customers to clinch a deal on the opening day.

4. Activity organization:

Pay attention to the opening activities. (The opening ceremony will be discussed separately)

On August 9th 10, a one-day tour for new customers in Nankai was launched.

Carry out regular weekend activities:

9 10 day-Ming and Qing furniture exhibition

23rd and 24th Firearms Exhibition

30,31day-art auction

Prepare to set up the Jade Club, formulate the articles of association, join the club, organize some customers as representatives, and announce the establishment on the opening day. In order to hold home improvement lectures, cooking lectures, clothing lectures, personal collection exhibitions, art auctions, family day neighbor activities, various fashion life shows, exchange salons, popular parties, etc. According to customer requirements or resources provided by customers, in the coming weekend.

5, big customer mining:

Extend the accumulated preferential treatment for major customers and delineate several major customer resources in Nankai District.

Take a one-day tour

For the major customers to be developed, a special meeting will be held before August 10 to discuss the action plan.

Marketing promotion planning scheme 5

As soon as the early autumn of this year arrived, the Urumqi liquor market began to be lively. So who can have a cup of soup in Urumqi market and who can fully display their unique charm in Urumqi market depends on whether the various marketing schemes of various enterprises are close to consumers and conform to the laws of the whole consumption system. If you have these two things, then you can at least get a small cup of harvest in this year's market. Tianshan sword has come, with a kind of courage and boldness, to this big city in the northwest. What role will it play to enter this market? This is the key to planning, and this case aims to solve the following problems:

1, marketing team infrastructure;

2. The design of Urumqi marketing network:

3. Introduction of Urumqi marketing;

4. The advertising strategy of Urumqi market;

5. Implementation of work progress in Urumqi.

First, the infrastructure of the marketing team

It is very important to establish a tough and effective marketing team, which is the basis for winning the sales market. However, Tianshan sword is still far from the foundation of the marketing team and belongs to a blank sheet of paper. Therefore, it is very necessary to establish a marketing team with certain quality. We will take the following steps to arrange the marketing team:

First, on the X day of this month, the new marketing staff will be trained in marketing basics. The main courses of training are:

1, the marketing concept and requirements of terminal development in liquor market;

2. Basic steps of terminal development

3. The basic framework of marketing network

4. Psychological concept of service marketing

5. Basic skills of liquor marketing.

The main training methods are interactive and reverse training for practical training. The practical training time is one week, and the market simulation time is one week.

2. The team division and market self-improvement plan will start on the X day of this month:

1, in the actual operation process, complete the monthly work plan, weekly implementation plan and self-improvement, as well as the basic operation of the market.

2. Complete the soft practice of service and communication, conduct comprehensive communication practice with terminal manufacturers, summarize and communicate with brother areas, and complete the summary and analysis of psychological communication.

3, the basic skills of market scheduling table production operation.

Third, the regional division of marketing team, complete the organizational synthesis of marketing team.

Second, the design of Urumqi marketing network

Marketing network is the battlefield for marketing team to operate in the market. Whether the network establishment is scientific or not is the key to the success of an enterprise. Therefore, we initially designed the marketing network.

Classification of marketing network:

A. basic retail terminals are divided into three categories: a, b and C.

Hotel terminals are basically divided into three categories: A, B and C.

B. The market network scheme of basic hotels basically belongs to the basic consumption of the market, while Urumqi is characterized by different investment modes of basic retail terminals because of different regions.

Let's start with Class C terminals, that is, retail stores and small supermarkets. These terminals are divided into three categories: abc, Class A terminals with high popularity and large sales volume, Class B terminals with a certain amount, and Class C terminals with small shops and light business. The daily turnover does not exceed 100 yuan.

Later, we divided the area into three types of abc war zones. Our basic idea is that A-level war zone refers to remote areas with poor network permeability, but it is also the main consumption area of liquor, such as Toutunhe District, Dongshan District, urumqi county, etc., because these areas can easily enter the market terminal if they adopt the marketing scheme of price difference method. Class B war zones, such as Shuimogou District and New Town, are close to the edge of the city, so owners can easily accept the poor fishing method and get the goods soon. Class c is Tianshan mountain area and sand area. These two areas are the central areas of the city and the distribution centers of high-priced consumption. It's hard for Jianjiu in Tianshan Mountain to conquer this area, so you can only chew it slowly. Why do we divide the area so finely? The key is to fight this first hard battle.

At present, our initial regional network is divided into: Toutunhe District, Dongshan District and urumqi county, the first war zone, as the first attack zone, with 8 people, completing the task of distributing 600 networks within 20 days;

World War II is Shuimogou District and Tianshan District. In the first time, two people will be equipped to find out the market situation, complete the intentional market survey and carry out the gradual distribution of goods. After completing the first stage of work in the first war zone, six people will be sent to conquer the second world war zone, and then 400 stores will be delivered within 15 days.

The third war zone is Tianshan District and Sandy District, with two people at the first time, and the market terminal and preliminary distribution work will be completed within 20 days. After entering the third stage, six experts with strong business ability will be added to conquer a large area. In the third stage, the distribution volume of 600 companies in the war zone will be completed, and finally the terminal distribution task of _ _ companies will be completed.

1500 after the completion of the retail terminal, the hotel terminal market organized a hotel development team of ten people and began to focus on C-class hotel terminals. The main product is 248ml Tianshan Jiao Jian, and the distribution strategy adopts double-brand bomb-empty scheme (provided separately). The main breakthrough point of advertising communication is five Urumqi food streets. There are no less than four saleswomen in all hotels in each street. At the same time, other personnel were assigned to each area to distribute goods. It should be noted that the hotel must not merge with other terminals or manage two different types of terminals at the same time by one person, resulting in a price war between Confucius, who accounts for the market price.

The completion of these tasks depends on the following marketing strategies:

1. Quantitative indicators. At this stage, we can't say the overall task, but quantify it according to the daily task, three-day task, one-week task, ten-day task, fifteen-day task, twenty-day task, twenty-five-day task and thirty-day task. This will not only cause problems in the first place, but also remedy them in time without hurting bones and muscles. The task completed by the salesman is also relatively easy, which ensures the completion of the follow-up marketing task.

2. Its quantitative index is: in the first stage, there are 3 pieces per day (6 pieces of dual brands), and the main direction is to lay them in retail stores and small supermarkets in major residential areas, then in scattered residential areas, and finally in commercial areas. The difficulty is divided into four parts, and each area is classified to achieve the fastest and most effective attack.

In the second stage, that is, after four weeks, it will be increased to 5 yuan per day, mainly laid in office areas and small hotels; There are five tasks in the third stage, but they mainly focus on fighting tough battles and hitting the central area; For the second step, the hotel will be laid from the second stage, which will be separated from the retail and adopt the strategy of competing with the retail, but it cannot penetrate into the retail. Of course, hotels can shop Class C first, and some Class B can, but Class A can't. This is a strategy and must abide by the rules of the game.