Planning scheme of mobile phone marketing activities

The first part of the mobile phone marketing activity planning scheme

I. Activity time: September 8, 20xx-September 20xx 10.

Second, the venue:

Ultrasonic Communication City (Zijin Branch and Jessie Branch)

Third, the purpose of the activity:

In order to improve the store's image and brand, as well as visibility, increase sales. Because of the fierce competition in the mobile phone industry, all mobile phone companies must increase sales. Therefore, this promotion can take "9. 10" Teacher's Day as the theme and "9. 10" as the planning origin, and make corresponding promotion plans.

Fourth, the preparatory work:

1. The store should prepare promotion models of various brands, styles and functions;

2. Learn in detail whether the manufacturers have promotional activities, and let the models promoted by the manufacturers be the highlights, which can effectively reduce costs;

3. Sales personnel training, which includes special training for targeted vehicles to increase sales during the event;

4. Advertising media: leaflets (A4), storefront outreach edition (size to be determined) and newspaper media (to be determined);

Verb (short for verb) activity:

1, invest considerable money to buy gifts to attract potential consumers passing by;

2. Seek high-level hosts from the society, and mobilize passers-by to participate in activities when roadshows are not popular;

3. Prepare some simple questions and games about teachers, so that consumers can see the hope of winning the prize, thus mobilizing the enthusiasm of customers;

4. According to consumers' psychology and habits, design a simple and fun game: invite customers who are interested in participating in the activity to write a short message contest and write "Teacher, you have worked hard." Send to the specified number. The writer with the shortest time wins and sets up awards;

5. From September 8th to September 10, an original short message contest was held in Shangdang Evening News, and the first, second and third prizes and finalists with the theme of "Teacher's Day" were selected; (TBD)

6. Hold an in-store purchase lottery: you can participate in the lottery by purchasing 1.500 yuan or above (including 1.500 yuan);

7. Launch group buying models: Nokia, Samsung, Sony Ericsson, Lenovo, etc. (model to be determined), the group purchase conditions need more than ten people;

Activity process of intransitive verbs:

On the morning of September 9:

1, starting at 9: 30, firing guns, playing music, and the general manager delivering a speech;

2.9: 40 The host made an opening speech, announcing the start of the activity, and the etiquette company arranged to appear in the program.

3. 10: 10, the model will show the promotional models of this event;

4. 10: 25, the etiquette company arranged to appear in the program;

5. 10: 45, start the on-site knowledge quiz and give prizes;

6. 10: 00, the etiquette company will appear on the program;

7. 1 1: 30 The host will inform the audience of the opening time and activities in the afternoon;

On the afternoon of September 9:

From 1 and 15: 00, the company will appear in the program;

2. 15: 30 to start the live SMS contest and distribute prizes. Winners will be selected and prizes will be awarded.

3. 15: 40, the company will appear in the program;

4. The subscription lottery will be started at 16: 00;

5. 16: 20 The company will appear on the program;

6. The activity ended at 17: 30.

Seven. On-site activity arrangement:

1, venue arrangement: set up a stage in front of the mobile phone store, provided that it does not affect the access to the store.

2. Personnel arrangement: only four people are arranged in each store, and two people in each class distribute leaflets, and guide customers to buy machines in the store, requiring strong conversation and expression skills; Have 1 field controller to ensure good communication with etiquette company; There is 1 gift keeper, and the winners are designated to distribute prizes as required; There is 1 traffic guidance to ensure the smooth passage in front of the store.

3. Determination of prizes: to be determined

4. Budget: omitted

Eight, the event is divided into three parts to control beforehand and afterwards, and each part should be considered:

1. Before the activity, personnel recruitment and simple training, agreement on promotion venue, communication and coordination with other departments, budget application for funds, venue safety issues, duration and time point.

2. During the activity, ensure the active atmosphere of the venue and the sales cooperation of the store.

3. Evaluate the activity afterwards, analyze the profit and loss of the activity, and analyze the intangible income. If the promotion effect is obvious, it can be promoted again with the help of later holidays (such as August 15, National Day, etc.). ).

Note: the activity flow of this activity needs to be communicated with the etiquette company to determine its specific time.

The second part of the mobile phone marketing activities planning scheme

Activity background: Spring Festival is the golden period for consumers to buy mobile phones. A considerable number of consumers are looking forward to this period and can buy affordable mobile phones. This part of the population is mainly composed of two parts of consumers. 1, traditional consumers; 2. Smart consumers.

Rational consumers: prejudice; Reason; Introverted, planned, independent, and attach importance to promoting information;

Emotional consumers: lively, like to follow the trend, easily influenced by advertising. This part of consumers' purchasing behavior is not standardized, and their self-control ability and planning ability are poor. New Year's Day and Spring Festival are opportunities for them to show themselves, make public their personality and fashion.

Taking these two groups into account is enough to promote the whole mobile phone market and achieve better sales results.

With the arrival of the new year, "wealth" and "auspiciousness" are the common pursuit of all our families.

Planning purpose:

One is to use the high attention of the Spring Festival to form the attention of the target consumer groups to the brand * *;

Second, use hot events to form hype topics and increase media exposure. Relying on activities to win consumers' goodwill and recognition of brands and products;

Third, make use of the holiday effect of the Spring Festival to gather people and form shock waves and excitement.

Planning ideas:

This promotion activity is to drive the main models through one or two promotional models, and at the same time drive the market to achieve a sales boom.

In advertising promotion, "slogan" occupies a very heavy position and is a kind of information to be spread. Mobile phone is not a luxury, but a necessity. It is the carrier of obtaining and disseminating information. At present, it is an information age, and every piece of information contains endless business opportunities and wealth. It is a life pursuit and a traditional mentality.

We position mobile phones as a way of life. We don't sell mobile phones. We sell auspicious, rich and fashionable styles. Sublimate a substance to a spiritual realm.

The Spring Festival cycle is short. In order to facilitate regional implementation, the marketing department divides the activities into two stages.

The communication slogan is guided by a theme, and the subtitles are scattered into a series to achieve the effect of dynamic change.

Basic elements of the success of New Year's Day and Spring Festival activities

First, we should take the main push mode as the main performance and use the promotion mode to drive the market;

Second, give consumers more preferential space than before;

Third, the theme of the event must be combined with the traditional Spring Festival elements.

The first stage: warm-up stage

Location: Specialty Store

Time: XX, XX, XX.

Subject: 20XX** mobile phone

Fashion "gives" wealth

-Happy New Year's Day

"20XX** mobile phone. The theme of the fashion "Giving Wealth" is easy to understand, and the brand * * is embedded in it, which perfectly strengthens the memory. " Gift has played a two-pronged role here, greatly promoting the establishment of the brand. Fashion "and" wealth "in this special time, special place and special culture are most in line with the mentality of our target group.

"Happy New Year's Day and Spring Festival" clearly named the time period of our activities. At the same time, create a festive atmosphere and pave the way for the next stage.

(Phase I) Implementation Details-

1, regional layout, mainly warm colors to create a shopping atmosphere;

2. Announce the "20XX** mobile phone fashion" and present the "Wealth-SMS Collection" activity.

(The main choice of media: newspapers, websites and telecommunications);

3, DM single distribution, ex ante momentum.

The second stage: hot sale period

Location: Specialty Store

Time: XX, XX-XX, XX.

Subject: 20XX** mobile phone. Fashion "gives" wealth

-Spring Festival gifts

(Phase II) Implementation details-

1, promotion combined with SMS selection;

2. Anyone who participates in the activity can exchange a gift with QQ number and ID card;

3. Send a gift over XXX yuan;

4. Anyone who buys the specified model can get a copy of XXX.

Public relations activities-

The main purpose of event design is to expand media exposure, create news highlights, and achieve consumers' high attention to the brand.

Activity store layout-

The ground offensive is our main battlefield, and the terminal store needs atmosphere and details. Atmosphere is the life of the terminal, but details are a good weapon to distinguish competitors. How to form differentiation? It is very difficult to blindly add new materials, and the cost will be high.

The direction of innovation should focus on:

1, the change of material form sense; 2. Design style and color difference; 3. The uniqueness of the theme.

The material allocation for New Year's Day and Spring Festival is as follows:

1, the poster informs the promotion information;

2. Hang flags to create an atmosphere and distinguish * * areas;

3. The gift pusher is packaged in a unified way and printed with the brand name of * *;

4. Focus on the promotion mode and the main push mode and configure the props;

5. Layout of the activity area.

Media mix—

internet

The Internet, a youth group in the world, has entered our life, so the communication power of the network platform must be the general media and the main media in the future. In order to get the interactivity and interest of the whole activity, online media is the preferred communication tool.

magazine

Magazines are mainly aimed at regional markets, and the magazine media itself is more accurate and directly targets the target population. Magazines are divided into entertainment furniture, literature, real estate, fashion clothes and so on. The magazines that are more suitable for the spread of mobile phone products are: entertainment magazines and fashion magazines. These consumers are more in line with the target group of my products.

newspaper

Choose the mainstream newspapers in the region, the newspaper media has high credibility and obvious short-term promotion effect.

DM table

Only the perfect integration of foreground marketing and background management practices can create profits for you.

DM advertising marketing is the most powerful means to help you achieve this perfect combination, which can not only help you maintain the loyalty of the original customers, but also help you dig deep into potential customers, so that you can get greater and deeper returns from these potential customers.