Model essay on the planning scheme of bank marketing activities (three articles)

Planning scheme of bank marketing activities 1

I. Activity time

New Year's red envelopes and citizen's paper money are converted into paper money. As the Spring Festival is approaching, in order to send out red envelopes wrapped with new tickets during the festival, the number of citizens who go to the bank to change new banknotes has increased significantly. Taking this opportunity, 30 days before the Spring Festival and 0/5 days after the Spring Festival will be used for activities promotion, customer card opening and customer service, and during this period, the staff of the branch will be trained, including details such as the use of online banking and mobile banking and matters needing attention. Focus on promoting the use of online banking and mobile banking for young customers, let them apply for rural commercial bank cards, and at the same time open online banking and mobile banking related services for young customers.

Second, the purpose and significance of the activity

The so-called peak season marketing refers to the marketing conducted by commercial banks in a specific period (such as Spring Festival, May Day, etc.). ), taking advantage of the relatively concentrated market financial resources, increase marketing efforts, so that its business can achieve extraordinary development in a short time, thus occupying a larger market share. As a business strategy of banking institutions at all levels, peak season marketing can play an important role in promoting the rapid growth of banking business.

We should cultivate a group of loyal customers after the peak season marketing. Most consumers' requirements for banks are better looking, faster and safer. Most consumers' requirements for banks are better looking, faster and safer. The most ideal way is to divert retail investors by constantly improving the related functions of ATM, online banking, especially mobile banking, so as to achieve the effect of efficient service. The most important thing is to constantly meet the needs of users, improve user satisfaction, and maintain user satisfaction and loyalty to rural commercial banks.

The key point is to continuously strengthen the functions of bank ATM, online banking and mobile banking to meet the growing needs of customers.

First, ATM strengthens the security of related deposit and withdrawal services and withdrawals;

Second, online banking focuses on strengthening the connection with relevant mainstream shopping websites. For example, if you use a rural commercial bank to pay online, you can't find a payment method, and you have to let customers rely on other banks, which is not conducive to cultivating customer service loyalty and dependence;

Third, with the gradual popularization of smart phones, it is especially necessary to strengthen the publicity of mobile banking functions so that users can handle related businesses anytime and anywhere. At the same time, through this activity, users can know that mobile banking can transfer money and switch between fixed and current accounts, and gradually improve the relevant details of water, electricity and telephone charges in Chongqing, so that customer service can pay related fees through mobile phones without leaving home. Fourth, gradually improve the operation page of mobile banking, so that users can experience the quick entry service; Gradually improve the function that mobile banking can transfer money anytime and anywhere, not limited to the function that can't transfer money after 4: 30 pm, such as Alipay related functions, which can transfer money anytime and anywhere and will arrive soon; The fifth is to improve the mobile app software of Chongqing Rural Commercial Bank, and strengthen the publicity of mobile app of rural commercial bank to meet the relevant needs of users.

Third, the venue.

Relevant merchants in sub-branches, counties and townships, relevant departments of township governments, relevant personnel of district and county bureaus and institutions.

Fourth, the implementation plan

Use the door-to-door service such as "wrapping red envelopes for the New Year and citizens changing banknotes" to visit relevant merchants in towns and villages in districts and counties, relevant departments of township governments, and relevant personnel of government agencies and institutions in districts and counties to register customer information. Sub-branch staff hold "exchange money" and serve customers with the service mode of "exchange money", and carry appropriate publicity materials, including couplets, blessings, aprons, etc. And visit relevant personnel on the spot again to verify customer information and implement the specific situation of customers using rural commercial banks. For customers who have not yet used the rural commercial bank, we should focus on publicity and public relations, take advantage of the convenience and preferential handling fees of the rural commercial bank, and strive to visit relevant personnel with a rural commercial bank card.

Focus on promoting the convenience services of rural commercial banks, such as promoting the role and safety of online banking and mobile banking to young people, and focusing on related businesses. When opening a card, you must open a free trial SMS service for customers for one month to ensure that customers can see the changes in their accounts in real time. For young customers, it is necessary to open online banking and mobile banking for them, which is convenient for customers to transfer money and save money.

Provide free publicity services for relevant merchants in towns, relevant departments of town governments, financial departments of district and county bureaus and institutions, relevant heads of offices and relevant leaders. For township-related merchants, township-related government departments, district and county bureaus, institutions, etc. If rural commercial banks have not been taken as their main business, they can attract customers to our bank through publicity. Around the Spring Festival, the number of customers in the business hall of rural commercial banks is the largest, and the TV media publicity in the business hall has a good publicity effect. When marketing business households, you can recommend to customers that "doing business in our bank can help you do business promotion for free and bring you better benefits during holidays", so as to achieve the goal of win-win cooperation between the two parties from the perspective of considering the interests of customers.

Precautions in verb (abbreviation of verb) activities

First, looking at the peak season marketing of banks in recent years, most of them are single mode, which is nothing more than launching a large number of preferential services, profiting from transaction costs and socializing with customers. They lack innovation and are not attractive enough to customers.

Second, there is no customer segmentation, and there is no good understanding of the real needs of customers, which is often counterproductive;

Third, when selling products, it is not responsible for risk disclosure, misleading customers and inducing customers to buy other financial products with good reputation of banks.

In short, aiming at customer satisfaction, we should constantly improve the corresponding functions of rural commercial banks and improve service quality; Strive to meet the needs of customers with a realistic attitude and quality service, so as to cultivate another group of loyal customers of rural commercial banks after peak season marketing.

Planning scheme of bank marketing activities II

Event marketing is a popular means of public relations communication and marketing promotion in recent years, which can be combined with various marketing forces to play a "combination boxing" and play a role in improving marketing effect and brand influence. Compared with other marketing methods, event marketing planning is more complicated. This paper will take the marketing planning of bank card business as the main case to introduce the methods and skills of marketing planning of bank activities.

First, determine the marketing objectives.

The determination of marketing objectives is particularly critical for event marketing planning. Different marketing objectives require different funds, activity types and personnel. When determining the marketing objectives of activities, we often make the following two mistakes:

1. The general marketing objectives are confused with the marketing objectives of this activity.

For banks, the goal of any marketing activity is to improve the efficiency of banks, which can also be decomposed into enhancing brand awareness and influence, enhancing customer loyalty and increasing market share. These goals will also be achieved indirectly in the event marketing process, but this is not the goal of this event marketing. Taking the activity marketing of bank card business as an example, the goal of activity marketing can be to increase the consumption of bank card holders, increase the amount of cards issued, attract a certain number of people and enhance the brand awareness of bank cards.

2. Confuse the main goal and sub-goal of activity marketing.

Event marketing generally has two or more objectives. In the process of determining marketing objectives, it is necessary to distinguish between main objectives and sub-objectives. In the event marketing planning, the realization of the main goal is given priority to. For example, the main marketing goal of bank card business is to enhance the brand awareness of bank cards, and the brand value of bank cards should be highlighted in the planning. For example, Wutai Mountain Blessing Card launched by Shanxi Wutai Rural Commercial Bank is a card product based on Wutai Mountain Buddhist culture and tourism culture. The marketing planning of this card should be based on "wisdom, auspiciousness, harmony and peace".

Second, the management activities marketing budget

Activity marketing budget and activity marketing content are closely linked: what kind of activity marketing content can be designed according to how much activity marketing budget there is; What kind of activity marketing content is there and how much activity marketing budget is needed. In most cases, we need to define the event marketing budget first, and then design the event marketing content. In fact, when the campaign marketing budget is determined, the options of campaign marketing content are limited to a certain range.

Generally speaking, the activity marketing budget is mainly divided into promotion expenses, material expenses, venue rental expenses, gift expenses, transportation expenses, labor expenses and other expenses. Among them, the most important are promotion expenses and material expenses. Promotion expenses mainly include hard, wide and soft articles published by paper media, TV media, online media, forums, self-media hype expenses such as WeChat and Weibo, design and production expenses such as outdoor advertisements and video advertisements; Material costs mainly include the production and printing costs of posters, Yi Labao, leaflets and brochures.

Even for the same type of activities, the marketing expenses of activities in different regions vary greatly. In addition to the gap between regions, the relationship between banks and the media will also have a great impact.

The activity marketing budget should include two parts, one part is the activity marketing budget, and the other part is the activity marketing reserve fund to avoid the danger that the activity marketing budget is too large to continue. The activity marketing budget and reserve fund amount should be determined according to the activity time and content.

Third, make clear the theme of event marketing.

The theme of event marketing should revolve around the goal of the event. If the goal of the activity is to increase the consumption of bank card holders, then the theme of the activity should be "consumption bonus", "consumption earning points" and "consumption free of charge". If the goal of the activity is to increase the brand awareness of bank cards, the theme of the activity can be "collection of bank card slogans"; If the goal of the activity is to increase the number of cards opened, the theme of the activity can be "interpersonal communication+card opening lottery".

The theme of event marketing is often the difficulty of event marketing planning. For large-scale event marketing planning, we can ask the third party to conduct strict market research before defining the event marketing theme, and the corresponding data will help us choose the appropriate event marketing theme.

Determine the theme of event marketing, can be analyzed from the following three aspects:

1, marketing target analysis

Analyze which marketing themes are suitable for marketing objectives, such as the content introduced in the first paragraph of this part;

2. Customer group analysis (taking bank cards as an example)

Analyze the characteristics and preferences of customer groups, such as gender characteristics, age range, education, monthly income, family structure, etc. , and the marketing area has the main preference of this characteristic group;

3. Analysis of publicity highlights

Analyze the customers and products related to this marketing goal, which may become the highlights of publicity, such as whether they are close to a certain season or festival, whether customers will have some similar needs, etc.

Event marketing theme can be made into three circles with the above three points as the core, and the core is optional marketing theme.

If there are prizes for family holidays, you can choose to cooperate with large shopping malls and travel agencies to hold credit card lottery activities, and the winners will give travel opportunities. The theme language of the activity can be written around Mid-Autumn Festival and National Day, making use of the festive atmosphere.

Fourth, the marketing content of design activities

The content design of activity marketing is the core of activity marketing planning, which mainly includes five parts: activity form design, activity time design, activity vision design, activity copy design and activity experience design. Through the design of event marketing content, we can control the main part of event marketing and prepare for the follow-up work.

1, the design of activity form

Event marketing can take many forms, such as meeting activities, outing activities, prize-winning solicitation activities, etc. The design of activity form is limited by activity marketing objectives, activity marketing budget and activity marketing theme. For example, if the goal of event marketing is to get more high-quality customers, the budget of event marketing is general, and the theme of event marketing is hot topic analysis, then the form of event can be to invite experts and scholars on corresponding hot topics in China to give lectures.

2. Design of activity time

The design of activity time includes not only the design of the whole activity time, but also the design of each part of the activity time. Sometimes, when we hold an activity, it is often divided into three or more different cycles. How to arrange the connection and progress of the cycle is what we need to focus on when designing the activity time.

3. Active visual design

Event marketing often involves some visual effects, such as color matching of advertisements and color matching of venues. The design of activity vision should consider the theme of activity marketing. Generally speaking, the visual design of bank card activities is close to the visual design of bank card itself.

4. Design of activity copy

What kind of main advertising language is used in the activity and what is the main publicity copy need to be designed in the marketing planning process. This is because the implementation of activities is often composed of multiple departments and needs to coordinate multiple channels. The uncertainty of the main copy of the event can easily lead to conflicts between different publicity channels and reduce the publicity effect. Take the copywriting design of bank card activities as an example. Generally, it needs a main advertising slogan (preferably within 10), a main advertising copywriting (generally composed of two opposite half sentences with the same number of words), a main introduction copywriting (standard version of activity time, rules and instructions) and a main publicity copywriting (three paragraphs of activity introduction of about 400 words, excluding activity time, rules and instructions).

5. Activity experience design

For some activities that have direct interaction with customers, the marketing planning of activities should pay attention to the actual experience of customers, such as taking part in outings and other activities, whether the route selection of the whole outing is reasonable, and whether customers are excessively tired. For some activities that do not directly interact with customers, it is also necessary to consider the actual operating experience of customers. Take the activity of "opening a bank card politely" as an example, whether it is troublesome for customers to open a card to receive gifts and whether the gifts are useful need to be considered.

Bank marketing activity planning scheme 3

I. Brief introduction of the cooperative unit

not have

Second, the purpose of the activity

For the purpose of attracting customers, interact with community customers, create and feel the community culture of the project, drive new and old customers, improve the popularity of our community bank, attract the attention of customer groups, and expand the influence and popularity of community banks.

Three. Main points of activities

1, activity content

1) somatosensory games attract attention.

In order to attract new and old customers to understand our community bank and enter our community bank, this competition was specially held and achieved remarkable results. Arrange a fixed period of time every week to have an interactive project of somatosensory games in front of our community bank (or within our ability). The content of this game is novel and exquisite, and it also has the effect of national fitness, which will definitely attract customers passing by, and these customers who stop must have the customer groups that our bank is looking for. In addition, customers who participate in somatosensory interactive games need to sign their names in the activity participation details register and leave their phone numbers as the source of customer information of our bank.

2) When customers attract people to a certain scale, you can continue to answer questions with prizes.

Visiting customers can not only experience the fun of somatosensory games, but also participate in the award-winning feedback of answering questions, and the publicity will certainly achieve the expected results.

2. Exchange suggestions on topics

Suggestions for answering questions are as follows:

1. When was the bank established?

2. What is the bank's business philosophy?

3. What are the product specifications of the bank's wealth management products? Questions can be selected according to customer needs.

3. Publicity methods

(1) put newspaper box campaign advertisements in communities around community banks;

(2) Posting advertisements for marketing activities on elevators and bulletin boards in communities around community banks;

(3) Promote activity information through WeChat;

4, activity feedback and tracking sales actions

On-site personnel will analyze the situation of customers' answers according to the development of activities and provide targeted services to customers. For customers who participate in the game interaction, after the game is over, they will conduct targeted in-depth excavation.

Fourth, the target customer organization.

1, target customer

Target customers include: visiting customers in the communities around the community bank who came here through publicity, and new customers brought in that day;

2. Customer organization

New and old customers who visit our bank on the same day will be guided by the receptionist after a brief understanding. (1) Consulting customers are brought to the consulting area, and customers who participate in the game are brought to the game area for registration. When the game starts, the fixed staff will inform the game mode and precautions, and then start interactive games and quick answers. Customers who answer our questions correctly will get exclusive souvenirs from Bohai Bank.

Verb (abbreviation for verb) arrangement of time and place

1, time

You can use the holidays or statutory rest days after the opening of community banks.

Step 2: Location

In front of our community bank (or within our ability)

Budget of intransitive verbs (please list name, unit price, quantity, total price, etc. Details of each expense)

XBOX360 somatosensory game 1 3000 yuan.

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Souvenir 100 0-500 yuan (we can use our existing cups or something else).

1 flat screen TV 3000 yuan (community banks should have this equipment)

Seven, the expected effect analysis

1. The expected business volume brought by this activity.

The business volume can't be guaranteed, and the popularity will definitely increase.

2. The expected impact of this activity.

The expected impact left a deep impression on customers. At the same time, with the sales of wealth management and savings products, the deposits and business volume of outlets increased greatly.

Eight. Personnel arrangement and responsibilities

1, event planning: 2 people.

Responsibilities: Arrange on-site partition to receive customers and equipment debugging and other process distribution.

2. Activity coordinator: 3 people.

Responsibilities: receive visiting customers and do a good job in publicity and explanation.

3. Person in charge of the event site: 1.

Responsibilities: Responsible for all the details of the day's activities. ;