3 Website marketing project activity planning scheme template

3 Website marketing project activity planning scheme template

A complete marketing plan should include at least three aspects of thematic analysis, namely, basic problems, advantages and disadvantages of the project market, and methods to solve problems. Activity plan refers to the written plan, detailed rules and steps for implementing specific actions specified in an activity. The following are three marketing project activity planning schemes that I have carefully prepared for you. Welcome to read!

Marketing project activity planning scheme 1

First, the purpose of network marketing planning

It is necessary to establish a clear view of the goals and objectives to be achieved in marketing planning, as the driving force for the implementation of this planning or to emphasize the significance of its implementation, so as to require all employees to unify their thinking, coordinate their actions, and work together with Qi Xin to ensure the high-quality completion of the planning.

There are many problems in enterprise marketing, but in a word, there are only seven aspects:

At the beginning of the business, there is no systematic network marketing plan, so it is necessary to plan the network marketing plan according to the market characteristics.

With the development of enterprises, the original network marketing scheme has not adapted to the new situation, and it is necessary to redesign a new network marketing planning scheme.

Enterprises need to adjust their network marketing strategies accordingly and reform their business direction.

There are serious mistakes in the original enterprise network marketing scheme, which can no longer be used as the enterprise network marketing scheme.

The market situation has changed, and the original network marketing scheme has not adapted to the changed market.

Under the general network marketing scheme, enterprises need to design new phased schemes in different time periods according to market characteristics and market changes.

When launching a new product, design an exclusive network marketing plan for the product.

Second, the analysis of the network marketing environment

? Analysis of external environment of industry

Analysis of Political Environment and Economic Environment

? Industry internal environment analysis

Consumer demand analysis, web page analysis

Third, the goal of network marketing

The goal of network marketing is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the network marketing plan, it will achieve the economic benefit goal: total sales volume-10000 pieces, estimated gross profit-10000 yuan, and achieve market share.

Fourth, the specific network marketing program.

When writing a specific network marketing plan, the following points should be considered:

1, web analytics, mainly including: website traffic analysis, website page analysis, website application technology and design analysis, network marketing basic analysis, website operation analysis, etc.

2. Website optimization, mainly including website structure optimization, webpage label optimization, webpage weight reduction and compression, hyperlink optimization and page content optimization.

3. Website promotion, mainly including: search engine ranking, related link exchange and online advertising.

How to advertise verbs (short for verb)

1) principle:

(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.

(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.

③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.

(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.

2) The implementation steps can be as follows:

(1) product image advertising in the early planning period.

(2) After the sale, timely launch the advertisement of wanted agent.

(3) put promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.

According to the characteristics of each time period in the planning period, write the network marketing plan and launch various specific action plans. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

Marketing project activity planning scheme 2

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, the Wutai Mountain Blessing Card launched by Shanxi Wutai Rural Commercial Bank is a card product based on Wutai Mountain Buddhist culture and tourism culture, so the marketing planning of the card should be based on? Wisdom, luck, harmony and safety? The core appeal is mainly.

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, it should be based on? Is there a prize for consumption? 、? Earn points by spending? 、? Free? Waiting for the theme of the activity; If the goal of the activity is to increase the brand awareness of bank cards, is it ok? Bank card slogan collection? Waiting for the theme of the activity; If the goal of the activity is to increase the number of cards opened, is it ok? Interpersonal communication+card lottery? Wait for the active theme.

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 what marketing objectives are suitable for, such as 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 preferences 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 activity 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. With a bank card? Open the card politely? For example, whether it is troublesome for customers to open gifts in Kolor and whether the gifts are useful need to be considered.

Marketing project activity planning scheme 3

I. Name of the plan:

Marketing planning scheme of online shop

Second, the activity background:

With the development of Internet, online shopping has become a very common thing. Taobao is the leader of online e-commerce platform. With the rapid growth of consumer spending power and Taobao sales, many people have seen business opportunities from the market potential of e-commerce, attracted by this fair entrepreneurial paradise, and have joined the ranks of e-commerce. The impact of this is that even if Taobao's consumer market is large enough, the competition is becoming more and more fierce. Therefore, in today's Taobao environment, if there is no promotion, even large brand stores will find it difficult to keep up with the impact of price wars in small and medium-sized online stores, and the sales data will be very bleak. The coming will undoubtedly open the curtain of an e-commerce war. Under such circumstances, Taobao shopkeepers should start to be nervous and make careful arrangements.

Third, the purpose and significance of the activity:

In e-commerce, we use various marketing methods to attract consumers' attention, increase the flow of online stores and increase the sales in stores, and finally improve our sales performance and impression in consumers' minds during the period.

Four. Activities:

1, store decoration and overall feeling:

The home page and the content page of our store are designed and arranged, illustrated as far as possible, and always filled with the atmosphere of big promotion to arouse consumers' desire to buy. The decoration stage is basically divided into three stages:

(1) before the festival: the exaggerated atmosphere will attract consumers' expectation of big promotion in advance, and even some treasures can be promoted in advance to make customers pay attention to our store.

(2) Shops should reflect the scene of trying their best to promote sales, and launch various means of commodity promotion, and serve every customer well no matter whether they are busy or not.

(3) after the festival: reflection? It's gone, but the heat of promotion hasn't subsided? Let late buyers, or buyers who pay attention to our store, still enjoy the promotion benefits brought to them, but compared with that day, it is bound to have a great convergence, but it highlights the purpose of our store that the buyer is God.

2. Promotion method:

(1) Direct discount: the original price is 300 yuan, and the current price is 50% off 150 yuan. This kind of discount is the simplest and easiest for consumers to understand. No matter which baby is in the store, it is more acceptable for many consumers to change the price directly after the auction, even if it is not within the stipulated 20% discount price.

(2) Buy one and get one free: choose a baby at will, and then give another baby. The price is the final amount of the transaction. This way of promotion depends on the eyes of consumers. Smart consumers can enjoy almost 50% discount if they choose properly.

(3) Two packages: After buying the baby, you will find that you can enjoy the package service by buying another one, and it is inevitable that you will have the desire to buy it again. Although this discount is not strong, many consumers are still willing to pay the bill.

(4) Full delivery: Full delivery of 100 yuan coupons, full delivery of 20 yuan coupons in 200 yuan and full delivery of 80 yuan store coupons in 600 yuan. This way is a bit particular. For example, this baby happens to be in 99 yuan and does not meet the preferential conditions. You must choose another one and accumulate it to enjoy the discount of coupons.

(5) Package: This way is a bit like kidnapping consumers. For example, if you buy any baby in the audience, 37 yuan can add a baby below 100 yuan, and 47 yuan can get a baby below 150 yuan. Similar to this way, it is to drive the baby with high prices and low prices, and it can also drive the sales of online stores. According to relevant statistics, this method is welcomed by consumers.

3. Customer service:

During the period, the traffic of consumers will generally be much more than usual. At this time, customer service is required to grasp the sentence and reply speed, and add cheerful information to the language, which is also a promotion to the buyer's desire to buy.

4. After-sales service:

Customers who have problems buying baby in the store should return it. They should deal with this matter quickly, politely and amicably. Don't leave the problem to the customer. Appropriate mediation should be carried out on commodity problems, whether to return goods or negotiate, and customers should not be asked to seek Taobao to protect their rights.