3 articles about Double Eleven event planning

3 articles about Double Eleven event planning

The Double Eleven promotion is coming soon. In addition to intensively starting to plan the overall activities, merchants also need to pay attention to the connection between the tasks of the front-end and back-end departments. The overall coordination of operational activities before, during and after the event can better warm up the event and achieve better results.

Double Eleven Project Schedule

Project schedules are best known for having a commitment to when things will be completed. Project Schedule In order for clients or colleagues to make plans based on a project, there must be a consistent and unified time for when specific things will happen and when the results will be delivered. The project schedule encourages everyone involved in the project to regard their contribution as part of the whole and try to make the work coordinated with others.

The larger and more complex the project, the more important the schedule becomes. For a large project like Double 11, the higher the interdependence between various parts of the team, the higher the impact of decisions and time on others. When there are dozens or hundreds of people in a brand team, if the project progress is delayed by one day, the chain reaction will quickly start. Problems will appear in various unexpected ways, and it will be difficult for the team to catch up with the progress. From this perspective, project schedules are very important. Of course, these are still just tables of words and numbers. The most important thing is that someone is good at using them as a tool to manage and drive projects.

Next, let’s take a look at what dimensional information the Double Eleven project schedule consists of and why this maintenance information exists.

The Double Eleven project schedule consists of the brand LOGO, serial number, department, main content, responsible person, remarks, date, and work content corresponding to each time node. Next, we will interpret and explain each content in the process table.

Brand LOGO: Logo is one of the important functions of corporate logo. The corporate brand logo will be added to the company's external and internal cooperation occasions and cooperation documents.

Department: During the Double Eleven period, various resources were integrated and a project department was established. The project department has multiple functional departments. The arrangement of team members, division of work, and confirmation and follow-up of progress during the entire Double Eleven promotion process before, during, and after the Double Eleven promotion. Normally, the project team structure will be established and work responsibilities will be divided according to the following structure:

Merchandise Department: Responsible for product structure, stocking depth, product attributes, product pricing, selling point packaging, matching, quality control, etc.;

Planning Department: Responsible for marketing plans, warm-up plans, page plans, visual , risk management, other plans, etc.;

Promotion Department: responsible for promotion plans, traffic plans, promotion material testing, etc.;

Customer Service Department: self-service shopping process, collection plan, automatic reply , speaking skills, crisis management, customer service training, etc.;

Logistics Department: inventory counting, warehouse layout, order sorting, advance packaging, delivery simulation, etc.;

Logistics Department: daily life Logistics services, hardware logistics services, event on-site photography, etc.;

Establish a Double Eleven event operation command department, composed of the heads of the operations department and the main executors of the store sales department, to form several execution departments, each Departments can be named according to their own corporate culture or the Jianghu culture of the e-commerce team. For example, Xiangying’s Double Eleven team is named after the sea, land and air combat troops. Of course, each department will also set up multiple execution teams. For example, the logistics department, in addition to the delivery-related teams, will also set up a network information security team to be responsible for the security and safety of the ERP system and network during the Double Eleven event. Stability and other aspects of work.

Responsibilities of each department during Double Eleven

Operations Department

1. Double Eleven event registration and event product declaration

2. Formulate Double Eleven activity plan

3. Complete the Double Eleven theme page and plan the page import interface.

4. Develop daily collection data indicators for the Double Eleven special page

5. Follow up the number of visitors and collections of the Double Eleven special page, and make timely traffic or page adjustments according to needs (Continuing)

6. The Double Eleven page completes the page drawing, page display layout, and page product requirements.

7. Coupon distribution entrance and copywriting instructions

8. Require products to be selected as main promotion models; propose data indicators for promotion

9. Follow up on popular sales situation, determine traffic indicators every day

10. Distinguish member status through CIM, and make corresponding action plans for each member area

11. Reminder, delivery SMS, and receipt Optimization plan before SMS warm-up

12. Formulate Double Eleven membership marketing plan, member Double Eleven privileges and reward plan

13. Writing event text message notification copy (first event Preview of new product discounts, second display of care, third activity-related content, fourth strengthening activity urgency)

14. Optimize product titles and add real-time hot search keywords, such as: product words and doubles 11.1 Keywords

15. Develop and organize negotiations and participation in Double 11 related store inter-chain plans

16. Category waiters on-site inspections to understand Double 11 related matters

17. Related to category docking on Double 11 (venue location change, temporary material docking, marketing feedback from time to time)

18. Countdown arrangement - notification setting automatic reply, page notification

19. On November 12, text messages will be broadcast to report the sales situation and thank you for supporting the event

Merchandise Department

1. Including sorting out the product structure and making a general list of product structure.

Determine pre-explosion models, main promotion and regular models; differentiate according to functionality, including pricing and inventory

2. Optimize copywriting based on the determined main promotion models

3. Write copy for event models and optimization, as well as product pricing

4. Determine the main products and prices for Double Eleven, and prepare product declaration forms

5. Plan and set up activity safety stocks in the Taobao backend

< p> 6. Related sales plans for main products and regular models

7. New sales tracking, making replenishment tables (baby sales, collections, conversion rates, views, etc.)

8 , Double 11 distribution channel product planning and inventory allocation plan for the day

9. Track the sales data and pre-sale status of inventory products, and timely replenish orders

Art Editor Department

1. Design, production and batch optimization of product details page

2. Production, production and optimization of the details page of the main products

3. Pre-heating period DEDM order production and EDM single for promoting new products on Double 11 day

4. Production and optimization of event registration materials

5. Home page (pre-heating, double 11 day {several plans possible}, November 12th) Page production

6. Double Eleven single product page details page, through train promotion details page production

7. Before warm-up, Double Eleven day, November 12 Daily events, single product details page, through train promotion page finalized

8. Diamond exhibition, through train material production

9. Store customization page and product list page optimization

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10. Formulate preparations for page banner rotation during the promotion (delivery related, sold out signs, inventory tight signs, real-time sales updates, page countdowns, customer service Want Want account ranking rotation, etc.)

< p> 11. Double Eleven independent shopping guide page production

12. Wireless terminal mobile phone specialization

13. O2O material production

Promotion Department

1. Develop an advertising resource plan during the event

2. Develop a through-train promotion plan based on operational requirements and make cost requirements

3. Enable store promotion on the Double 11 special page , quick promotion, star store (continuous promotion), increase the traffic entrance of the homepage, category page, and details page

4. Start store promotion, increase the traffic entrance of the homepage, category page, and details page

5. Keyword promotion and targeted promotion of main products

6. Key promotions, keyword slots, multiple plans (continuous promotion)

7. Formulate Taobao Diamond Exhibition Advertising plan (warm-up and on the day), and make cost requirements

8. Develop Taobao customer promotion plan (pre-heat and same day), and make cost requirements

9 , express train, diamond exhibition material drawing board production and copywriting first draft

10. Double 11 diamond exhibition material test

11. Off-site SNS promotion test and promotion plan formulation

12. Wireless terminal promotion testing and promotion plan formulation

Customer Service Department

1. Customer service grouping: Divide into multiple customer service groups and select group leaders, schedule plans, and confirm Temporary customer service team leader.

Customer service staff are recommended to be online 24 hours a day from the 10th to the 13th

2. Organize a customer service training plan: product knowledge, basic use of software, promotion content, Double Eleven speech skills, etc.

3. Double 11 temporary customer service on duty and related knowledge training: store backend functions, Wangwang operation and use, product knowledge, promotion content, Double 11 speech skills, etc.

4. Set up and add Taobao customer service sub-Wangwang , Chitu backstage, E-store treasure, Kedao and other customer service information to ensure that all settings are accurate

5. Develop Double 11 related activity content documents, shortcut phrase documents, activity precautions documents, and set Add quick phrase automatic replies and check them

6. Establish event content consultation and after-sales processing team

7. Develop customer service emergency plans, monitor customer service traffic during major sales, Forced diversion, 400 call answering, emergency calls

8. Double 11 same-day reminder plan and reminder language formulation:

A. Want Want reminder: real-time reminder ( Within half an hour after placing the order, inform us of the progress of the rush, ***Customer’s possessiveness) Example: Hello~ Hello! Have you completed the payment for the baby you took in our home? The Double Eleven promotion only happens once a year. Because the sales are so hot, in order to avoid oversold, our warehouse will ship the goods according to the payment time. So please still Please pay as soon as possible~

B. SMS reminder: SMS template adds personalized user information, such as order number, product title, customer name, to improve professionalism and credibility. Example: Dear XX, the xxxxxx and other products you purchased in our store have not yet been paid for. Due to limited activity data, please pay as soon as possible to avoid the inconvenience caused by invalid orders. If you have any other questions, please consult our Want Want customer service.

C. Telephone reminder: For large orders and high-value users, telephone reminders can be used. Telephone reminders should avoid regular rest times (0:00~9:00, 11:30~14: 00, 21:00~24:00), the payment specialist should get straight to the point and identify himself, eliminate the customer's wariness, and respond professionally to the customer's reaction and tone. Example: Customer Service: Hello, I am the customer service staff of xxx flagship store. My name is xxx. The goods you bought in our store today are almost sold out due to the hot sales. We will reserve the goods you purchased for you for another 30 seconds. minutes, so I would like to ask you to pay in time and we will ship the goods for you in time.

9. Formulate a customer return and exchange plan and return and exchange plan after the 11th day

10. Formulate a rights protection complaint handling plan

Logistics Department

1. Goods warehousing and inventory, warehouse placement is scientific and reasonable, hot-selling products are concentrated, convenient for quick delivery

2. Double Eleven warehouse pre-package quantity and details

3. Standardize management in advance and determine the operating standards for each link of ordering, picking, packaging, placing orders, posting orders, and shipping out of the warehouse

4. Plan the group's assembly line operation plan to improve efficiency

5. Provide pre-training and process simulation for temporary or *** personnel

6. Support and linkage with express delivery partners, and start cooperation on Double Eleven to ensure 12 sales and shipment capabilities. Or sign an agreement to ensure on-time delivery

7. Managers are dedicated to on-site coordination and resource allocation to control the entire site

8. Estimate the number of personnel required based on delivery efficiency to ensure Personnel are in place and managed in groups, and schedules are formulated in advance

9. According to the expected shipment volume, increase packaging lines and fixed positions, rationally place goods on shelves, plan and optimize picking personnel roadmaps to enhance efficiency, and deliver goods Real-time optimization of the assembly line and reasonable layout planning of the warehouse

10. Strong logistics support: printers, paper, scanners, receipts, packaging boxes, tapes, water, food, etc. are ready in place

11 , ERP system inspection and rectification (solve problems such as missed orders, overselling, etc.) and emergency plans, system operation and maintenance personnel will stay on site to monitor system safety in real time

12. Packaging of gift materials in advance

13. The operation provides advance packaging styles and quantities and carries out advance packaging

14. Develop a logistics emergency plan

15. Establish delivery targets, reasonably arrange manpower, and time Pay attention to the delivery progress

16. Display the latest logistics delivery progress every day

Each work content needs to be executed by the relevant responsible person, so the work must be clear Only when each task is clearly communicated to each person can subsequent tasks be recommended and completed in an orderly manner.

Corresponding preparations for time nodes

It can be seen from the Double Eleven schedule that starting from October 10, there will be corresponding work content at many time nodes. In fact, This is to break down the entire Double Eleven related work content, and the work done in different time periods is also different.

10.10 discount coupons: The main task is to start issuing discount coupons. The main form of distribution is to hang a discount coupon collection banner on the store homepage, details page, and Double Eleven warm-up special page. Customer service will receive inquiries at the reception desk. Proactively remind customers to receive Double Eleven discount coupons;

10.14 product declaration: The product declaration form needs to be prepared on October 14th, and the product declaration time is from 10:00 on October 16th to 22nd on October 29th : 00, product prices are freely reported; stores are free to report full discounts;

10.15 Juhuasuan: Throughout October, the launch and registration preparations for Juhuasuan's brand group and product group will be made The purpose is to increase product sales data and strive for more activity traffic and sales performance on Double Eleven.

10.22 Preheating page: Before the Double Eleven event starts, Tmall official will conduct some preheating activities. The preheating page needs to be designed in accordance with the official template requirements. Merchants participating in the preheating page, October 23 Provide a link to the acceptance page completed using the official required template before 15:00 pm on October 28, and complete all content of the acceptance page before 18:00 pm on October 28.

10.28 Gold Rush Coin Registration: The purpose of registration for the Gold Rush Coin event is also to gain traffic support and sales performance on Double Eleven.

Product registration ends on October 29: The registration channel for products participating in the Double Eleven event on October 29 is closed, which means that product registration ends. Therefore, sellers must complete all product declaration-related work before the 29th.

10.31 Double Eleven pre-heating begins: Starting from October 31, the official pre-heating activity officially begins. Sellers need to pay attention to the fact that the pre-heating activity will largely affect the performance of the Double Eleven day. .

11.10 Bright Sword: All preparatory work was completed on November 10, and a large amount of traffic began to pour into the store. The number of users who selected products, collected them, and added them to shopping carts increased sharply. The Double Eleven event officially kicked off. .

With the help of Singles’ holiday consumption, and Singles is catching up with the peak sales season before the Spring Festival, they have launched a series of activities to allow consumers to buy more, get more benefits, and have a feeling of surprise as long as they shop, thus realizing the peak season. The purpose of improving sales performance.

1. Activity theme:

Jiawei bachelors have many surprises, and congratulations on the New Year with big gifts!

Surprise 1, 1+1 shopping, affordable and affordable

During the event, if the customer and his relatives and friends (at least two people, maximum three people) shop together on the same day during the event, With shopping receipts for two or more people, you can enjoy the group purchase discount. The discount method is that everyone can enjoy the special discount of "10xxxx cash for every 100xxxx" (the shopping receipts of two people can be added up to enjoy the group purchase treatment). It can encourage customers to attract relatives and friends to the mall for shopping.

Surprise 2, great shopping, seven-day trip to Hong Kong.

1. During the event, customers who spend more than 50xxxx at one time can receive free lottery tickets at the checkout counter to participate in the lottery.

2. When receiving lottery tickets, you will receive one ticket for every 50xxxx. The amount exceeding 50xxxx will be calculated as a multiple of 50xxxx (the portion less than the multiple will not be calculated, for example: 100xxxx-149xxxx can receive two tickets). By analogy, a maximum of 5 tickets can be collected.

3. The lottery method is a public lottery, and the prize is set as: xx seven-day tour (only the fees normally charged by the travel company will be borne, and other expenses will be borne by you).

4. This event will be announced after the event, and the travel time will be arranged separately.

5. Finally, a lucky customer xxx will be generated

Consumers in the above three activities can participate at the same time.

Surprise 4. Good things, sold at cheap prices, given to you at special prices every day!

Carry out special sales of products for different groups of people, at different times, and with different characteristics, so that the small ones lead the big ones. On Saturdays and Sundays, student clothing is on sale, and on Mondays to Fridays, men's clothing, women's clothing, senior clothing, underwear and baby clothing are on sale on a rotating basis.

Participants in this event are not eligible to participate in activities 1 to 3.

2. Decoration inside and outside the venue:

The layout inside and outside the venue must be carefully arranged to set off the festive, lively, traditional and folk festival atmosphere and fully highlight the strong connection between bachelors and the Spring Festival. Festive atmosphere.

Set up a classical gatehouse outside the venue, and make red couplets. A giant inkjet painting should be made above the gate, with red and yellow words "Congratulations on the New Year" in the center, and images of golden boys and girls congratulating the New Year on the left and right sides. , a large "福" character is made in the center of the door.

Two large diamond-shaped square boxes were made at the venue, with black words "Congratulations on the New Year" on the top and tassels on the bottom. Purchase two large cartoon dogs and hang them on the performance stage on the second floor. We also need to print hanging flags. The colors and words of the hanging flags should be consistent with those inside and outside the venue to achieve a unified image from top to bottom, from inside to outside, and the entire mall will be formed. A peaceful and prosperous scene.

Activity background: November 11th is an alternative festival for young people. Because there are four consecutive "1"s in the date of this day, this day is designated as "Singles' Day" ".

"Singles' Day" is neither a "local festival" nor a "foreign festival". It was born in Nanjing universities in the early 1990s and is one of the representative products of campus fun culture. As batches of students bid farewell to campus, the atmosphere of "Singles' Day" in the past two years has gradually spread to society. "Single Love Song" will become a popular song on this day. On "Singles' Day", this song can be used to sing "Find someone you love most, love deeply, want to love, and say goodbye to being single." This lyrics is actually also used by young people. Declaration of love. Lively parties on "Singles' Day" are a popular form of celebration among urban youth. However, there are also many students, especially college students, who get drunk alone that night and remain unconscious. Various reasons have to make us think deeply.

Purpose of the activity: On this special day, everyone gathers together to discuss the pros and cons of college students' love. Is dating a compulsory or elective course in college? How should it be practiced? How to handle the relationship between boys and girls? After the event, I hope everyone will gain something and have a deeper understanding of the problem of making friends, so that they will no longer be blind and miss the beautiful love.

Event time: 7:00-9:00 pm on November 11, 20xx.

Activities carried out:

1. The host opened the event and gave a welcome speech to all the guests. At the same time, the purpose of this event was pointed out and the origin of "Singles' Day" was explained.

Second, watch the electronic version of the love story together to enhance the atmosphere.

Third, the class committee made an opening speech and the discussion officially began.

Fourth, the students and the teacher began to express their opinions together, talking about some of their views on college students' love, as well as some of their own personal experiences.

Five, small games and small performances.

Sixth, the instructor tells everyone some of his unique insights.

Seven, summary, the party ended successfully.

Preparation work: 1. Classroom application and layout. (The life committee is responsible)

2. Invite guests. (The study committee member is responsible)

3. Hosting the event (the sports committee member is responsible)

4. Mobilizing the atmosphere at the event (the organizing committee member is responsible)

5. During the activity Program performances (responsible by the literary and art committee)

Sixth, publicity before, during and after the event (responsible by the publicity committee)

Seventh, general planning and detailed negotiation (responsible by the league secretary)

8. Overall control of the activity (the squad leader is responsible)

Activity participants: All students in Class 2 of XX Computer Science and Technology.