wholesale real jewelry vendors Banking activities marketing planning and skills

fashion jewelry wholesalers in bangalore Banking activity marketing planning and skills I. Determining marketing goals
The determination of marketing goals is particularly critical for event marketing planning. The marketing goals are different, and the funds required, the types of activities, and the persons used are different. When determining the marketing goal of the event, we often make the following two errors:
1. Confusing the overall marketing goals and the marketing goals of this event
For banks, the goal of any marketing activity is to improve banks The benefits can also be decomposed into increasing brand awareness and influence, increasing customer loyalty, and increasing market share. These goals will also be indirectly achieved in the process of event marketing, but this is not the goal of this event marketing. Taking the marketing marketing of the bank card business as an example, the marketing goal of the event can be to increase the consumption of the bank card holder, increase the number of card issuers, attract certain types of specific groups, and enhance the brand recognition of bank cards.
2. Confusing the main goals of the event marketing and sub -target
Cope marketing generally has two or more targets. In the process of determining the marketing goals, the main goals and targets must be selected. In the event marketing planning, the main goal is mainly achieved. For example, the main marketing goal of the bank card business is to enhance the brand recognition of bank cards. In the planning, the brand value of the bank card should be based on the planning of the bank card. Cultural card products, the marketing planning of the card should be based on the core demands of "intelligence, transportation, peace, and peace".
. Management activities Marketing budget
The event marketing budget is closely linked: how many event marketing budgets can design what kind of activity marketing content can be designed; what kind of event marketing content, How many activities are needed for marketing budgets. In most cases, we need to clarify the marketing budget first, and then design the marketing content. In fact, when the marketing budget of the event is determined, the options for the marketing content of the event are limited to a certain range.
Generally speaking, the marketing budget of the event is mainly divided into promotion costs, material costs, venue leasing fees, gift fees, transportation expenses, labor expenses, and other expenses. Among them, the most important thing is the promotion cost and material costs. Promotion costs mainly include paper media, television media, online media, forums, self -media, etc. The costs published by the hard -wide and soft texts, WeChat, Weibo and other self -media speculation costs, outdoor advertising and other costs, video advertisements and other design and production costs ; Material costs mainly include the production and printing costs of posters, Yilabao, leaflet pages, publicity manuals, etc.
Even in the same type of activities, the marketing costs of activities in different regions are very different. Except for the gap between regions, the relationship between banks and the media will also have a great impact.
The event marketing budget should include two parts, one is the event marketing budget, and the other should be the event marketing backup to avoid the danger of being unable to continue the event marketing budget. The amount of activity marketing budget and spare money shall be determined according to the activity time and content of the event.
. Clarifying the theme of activities of the event
The event marketing theme should be done around the event goals. If the target of the event is to increase the consumption of bank card holders, the theme of the event should be based on "consumption with prizes", "consumption earning points", "consumption exemption" and so on. The "Call for Bank Card Publicity" is the theme of the event; if the target of the event is to increase the amount of card opening, the "interpersonal communication card opening lottery" and other themes can be used.
The event marketing theme is often the difficulty of event marketing planning. For large -scale event marketing planning, third -party institutions can be required to conduct strict market surveys before clarifying the theme of event marketing. Event marketing theme.
C determination of the event marketing theme, we can analyze from the following three aspects:
1. Marketing target analysis
Analysis of marketing goals suitable for marketing themes, such as the introduction of the first section of this section;
2. Customer group analysis (take bank cards as an example)
The characteristics and preferences of customer groups, such as the gender characteristics, age range, academic qualifications, monthly income, family member structure, etc. of the customer group , The marketing area has the main preferences of this characteristic group;
3. Promotional highlight analysis
The analysis of this marketing goals, customers, and products that may become the highlights of publicity, such as whether it is close to a certain season or In the festival, whether customers will have some common needs, etc.
The event marketing theme can be produced in the core of the above three points. Among them, the core is the marketing theme that is available.
The family holiday award consumption, we can choose to cooperate with large shopping malls and travel agencies, hold a card drawing lottery, and give away travel opportunities. The theme of the event can be written around the Mid -Autumn Festival and National Day, and the festive atmosphere is used.
. Design activity marketing content
The design of the marketing content is the core of event marketing planning, mainly including the design of activity forms, the design of the activity time, the design of the activity vision, the design of the activity copy, the activity experience experience Five parts of the design. Through the design of event marketing content, we can control the main part of the marketing marketing and prepare for subsequent work.
1 1. For the design of the event
The event marketing can adopt a variety of forms, such as conference activities, outing activities, award -winning collection activities, etc. The design of activity is limited by the event marketing goals, event marketing budgets and event marketing themes. For example, the marketing goal of activity is to obtain more high -quality customers, the general marketing budget, and the analysis of the hot topic of the event marketing.
. The design of the activity time
The design of the activity time includes not only the design of the overall time, but also the design of each part of the activity. Sometimes, when we hold a 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 the design time design.
3. Activity visual design
Cope marketing propaganda often involves some perspective effects, such as the color matching of advertising, the color matching of the venue. The design of the activity of the event should consider the theme of the event marketing. Generally speaking, the visual design of the bank card activity is close to the visual design of the bank card itself.
. The design of the activity copy
What main promotional language is used, and the main promotional copy of the subject needs to be designed during the marketing planning process. This is because the execution of the activity is often composed of multiple departments, and multiple channels need to be coordinated. The main documentation of the event cannot be determined that it can easily cause conflicts between different publicity channels and reduce the effect of publicity. Take the design of the bank card activity copy as an example. Generally, the main advertising slogan (less than 10 words), the main advertising copy (generally the same number of two characters, the half -sentence composition of the match), The standard version of the event rules and activity notes), the main propaganda document (3 sections, 400 words of activities introduced, does not include activity time, activity rules, activity notes, etc.).
5. The design of the event experience
For some activities that have a direct interactive relationship with customers, event marketing planning should focus on the actual experience of the customer, such as participating in the outing, etc. Whether customers are too fatigue and other need to be fully considered. For some activities that do not interact directly with customers, we also need to consider the experience of the customer's actual operation. Taking the bank card "opening the card with gifts" as an example, the customer's way to get the card to get the gift is troublesome, and whether the gifts are useful, etc. are all considered.
In overall, event marketing planning contains the planning and promotion of the event content. The promotion of activity content and activity is interconnected and independent. The activities of the same content can adopt completely different promotion plans based on different promotion strategies. If it is a conference event marketing, it can be used as the main method of telephone marketing, supplemented by online marketing, and the method of soft text advertising.
As for the planning in the planning or more attention to promotion, banking activities should pay more attention to the content of the activity, because the banking business is not a hammer to buy and sell. It also needs to be able to tap the customer's other financial services.
5. Selecting activity promotion strategies
The activity promotion strategy is generally divided into three types: sales promotion, communication promotion, and hybrid promotion. Sales promotion refers to the promotion strategy of obtaining larger sales as the main promotion purpose; communication promotion refers to the promotion strategy of obtaining greater communication purposes; hybrid promotion refers And obtain a greater communication strategy. In practice, no clear main promotion purpose can be regarded as hybrid promotion.
The point of focus is to focus on the ultimate goal of any marketing promotion activities to achieve the goal of marketing. However, there are many ways to achieve marketing goals, such as marketing goals to increase the account opening volume of bank cards. We can choose to publish a promotion method such as advertising soft texts, and we can choose precise promotion methods such as topics speculation. The former pays more attention to getting greater sales, while the latter pays more attention to greater communication. The final result is naturally more account opening, a better brand image. Different input methods and social impacts caused by different strategy selection are different.
The choice of promotion strategies should consider marketing goals, marketing budgets, marketing themes, marketing content, and core marketing capabilities of their own marketing. For example, some activity marketing with brand cognition and communication goals is basically promoted by communication strategies.
The core capabilities of its own marketing are very important for the choice of promotion strategy. The so -called core capabilities of its own marketing refers to what is the highest quality resources and capabilities owned by the marketing promotion department. For example, some banks may have cooperated with advertising companies for a long time and can get advertising sites at a more favorable price; some banks have done a good job in the media and can better use their media resources in promotion.
6. Establishing activity promotion plan
This promotion plan, mainly including the planning of the promotion time, the planning of the promotion channel, the planning of the promotion of copywriting, and the planning of the promotion personnel.
The planning of promotion time should mainly determine the preparation time of promotion, the overall cycle of promotion, and the time of each promotion activity. For example, a large -scale brand language collection activity, we need to promote the promotion of the planning activities after the activity content is determined. Generally speaking, we must promote the promotion of about one month before the event. At the beginning, all channels were promoted at the same time, and the appropriate time points were selected every week to do two to three promotion activities. If the promotion method of topic speculation is used, the time of the start of the topic, the spread of the topic, and the outbreak of the topic must be stipulated. Those who have continuous topics must also be planned for continuous topics. For example, after the event is over, the topic of the masses' voting, or the topic of outstanding works, etc., further expand the overall effect of promotion.
The planning channel planning should mainly determine which channels are promoted, whether the paid promotion channels should be adopted, whether the combination of online promotion and offline promotion, and whether the combination of soft text and hard and wide widely, etc. Essence At present, mainstream promotion channels include TV and online media, self -media, newspapers, outdoor, channels (such as cooperative merchants, etc.), outlets, employees, etc. During the planning process, the influence of marketing content and corresponding promotion channels in the local product should be considered.
For promotion channels, banks should establish a comprehensive free promotion channel system, such as Weibo matrix and WeChat matrix. Compared with paid promotion channels, the free promotion channels are more controllable, and with the gradual rise of the media, the influence of the self -media that operates better is even greater than the paid promotion channel. If the media is established, banks should ensure the minimum maintenance of the media, that is, the content update.
For some small events, through Weibo and WeChat self -media, posters and employees can actively spread the effect to play the desired effect. Not all promotion needs to use paid channels, and not all promotion is the more budget, the better.
The planning of promotion copywriting, in the "Design of Activity Copy" in the fourth part of the "Design Activity Marketing Contents" in the fourth part of this article, once mentioned the main document required for activity marketing. The copywriting according to the different planning stages and the promotion channels, the corresponding copywriting, such as how many articles, how many words and theme advertisements, how many characters and the themes of the theme, how many characters and the theme forum drafts (if you do do it, if you do it For the forum marketing), there are several textbooks that notify customers, there are several Weibo, WeChat copywriting, what kind of poster copywriting is made. The quantity, number of words, and requirements must be planned accordingly, and the time for the submission of copywriting is earlier than the beginning of the promotion. After the copy is passed, it is necessary to reserve for at least two hours to an emergency time according to the content of the case.
The planning of promotion personnel is mainly about which personnel need to participate in the promotion, which work is specific, and what is the time arrangement of personnel. The planning of the promotion personnel depends on the scale of the activity. For large -scale activities, it is recommended that all members participate. This sense of integration is often more important.
The promotion personnel must conduct certain training before the promotion, and the specific content will be carried out in the eighth part of the "Construction of Activity Marketing Support" part of the eighth part of this article. Promoting personnel should be familiar with the business they promoted and make any preparations for answering customers to ask any questions. If you cannot answer directly, you should also master the corresponding words.
Seven. Do a good job of marketing for activities
The preparations are the most complicated and the most trivial tasks. The quality of event marketing preparation will largely affect the effect of the activity. Event marketing preparation includes both the preparation of the event content and the preparation of the promotion of the event. It is mainly divided into preparations for budgets, preparations for overall progress, preparations for materials, preparations for copywriting, preparation of personnel, and preparations for other aspects.
The preparation for budget mainly refers to the determination of the amount, time and method of budget, in place and method. Budget preparations will affect the overall progress and should be very cautious.
In preparation of overall progress, after planning the preparation work in the previous parts, we also need to control and design the overall progress. Considering the cooperation and connection between different content, such as the material of the material, the material of the material The docking of the preparation and promotion plan, the arrangement of training courses, mobilization meetings, etc. and the connection between the activities.
Mudging preparation mainly refers to the various types of materials required by the promotion of activities and activities, including but not limited to the leaflet page, publicity manual, Yilabao, event venue, event prizes and other content. The preparation of materials needs to set specific time and very clear person in charge in the preparation of the overall progress. It is recommended that the preparation time for materials can be determined before two working days to work.
The preparation of copywriting mainly refers to the various types of copywriting required for the promotion plan. Like the preparation of materials, the specific submission time and very clear person in charge need to be clearly submitted in the overall progress.
The preparations mainly refer to the various types of personnel required for activity content and activity promotion, and the overall progress is arranged accordingly. The preparations of personnel include the clarification of responsibilities, clothing, etiquette, and speaking.
Itta preparations refer to various preparations required for specific activities.
The person in charge of preparation will be explained in detail in the eighth part of the "Construction of Activity Marketing Support" in the eighth part of this article. In fact, most event marketing planning often follows from the beginning, puts forward various suggestions for planning, and then confirmed from the back. This is also what we need to consider in the marketing planning of the event.
The significance of planning is to choose a suitable, operable option among many options. Change the way. Always pay attention to the results, and always choice is the real interesting place.
8. Building event marketing support
It to host a good marketing effect, in addition to doing a good job of marketing preparations, it is very important to build a support system for marketing marketing. Generally speaking, event marketing should build three systems: management system, training system and emergency plan.
The management system is the establishment of an activity management team. Each preparation and on -site execution work must have the person in charge and limited the clear responsibilities. For activities with longer cycles and more departments, the deputy positions related to bank management are the best person to serve as the general person in charge.
The example is the use of the event marketing management support system.
The training system is to conduct corresponding training for employees and cooperative merchants participating in the event marketing. The training content should include the basic knowledge involved in the event. Attitude and etiquette. Given that most of the front -line employees have a lot of experience, the training of activity should be based on the focus of this event. For example, if the bank card increases the community activity of account opening, participants should learn about the nearby business outlets and the settings of ATM machines.
Emergency plans are the plans that may occur in the process of event marketing. The emergency plan of event marketing should be prepared according to the type of event marketing. For example, outdoor activities should consider the impact of weather such as weather and other factors on the activity, and if conference marketing should consider the situation where the speaker cannot arrive at the venue on time, and the on -site demonstration should consider insufficient internal storage cash in ATM machines, or the POS machine credit card signal should not be conducted. In the case, all those involved in electronic instruments should consider the problem of electronic instruments. Of course, the attention of activities of different sizes to the emergency plan may be different. If it is a smaller activity, you can consider preparing emergency personnel instead of emergency plans.
9. Planning activities on -site implementation (offline event)
online activities, event marketing is mainly operated in the background, while offline activities need to be planned to perform on -site execution. Offline activities are mainly divided into sections, materials, personnel, and processes.
This on -site execution first requires the problem of the venue. What kind of venue and venue should be planned. The choice of venue should consider two factors. Whether the venue meets the requirements of the activity content, and whether the site is more friendly to customers. For example, if we choose to set up a promotional point outdoors for activities, the choice of the promotional point must consider whether this location is the gathering place of target customers, and whether the promotion point affects the walking of passers -by. We can use the "substitution method" to solve this problem.
Mudging the planning mainly includes the various materials required for venue layout, various materials for marketing and promotion, various materials, prizes, etc. of the product, and the products. We need the number of materials, quality, and time to prepare.
The conference marketing material (handed over to the participants when the front desk was signed)
1. The process of this meeting;
. Bank brochure;
3. Bank card brochure;
4. Marketing staff business card
5. Small gifts;
6. White paper;
7. Pen;
. mineral water.
The personnel planning mainly includes the number of on -site executors and the cooperation between each other. For example, meeting marketing must consider the reception staff of the meeting, the guidance staff of the selected venues, the front desk signed person, on -site service staff, photographers, etc.
The planning of the process is mainly for the overall process for meetings, competitions, etc. The planning of the process should mainly consider the activities of participants.
X. Monitoring and evaluation marketing effect
The monitoring of the marketing effect of activity is divided into two parts. One is the evaluation of the marketing effect, and the other is the evaluation of the promotion effect of the event. Taking offline activities as an example, the former considers the final transaction volume, while the latter considers the actual arrival amount. Event marketing effects are relatively easy to monitor. As long as we can know our actual sales, the evaluation of the promotion effect, especially the evaluation of various publicity channels, is more complicated.
The channel effects of monitoring activities can be promoted through the following ways:
1. Collect the promotion effect directly. Many activity promotion effects can be completed through the collection of customer information. Some activities can be made by appointment. When appointment, the customer can learn about the marketing activities through which promotion channel. Some events can take after -sales return visits to obtain information about marketing activities through which promotion channels.
2. indirect speculation promotion effect. In activities that cooperate with merchants in different regions, we can infer the promotion effect through the actual situation of cooperation between different regions.
3. Direct detection and promotion effect. We can obtain the promotion of channels by publishing different types of information on different channels, and then compare the promotion effects of different channels.