Activity background
On the eve of the "Double Ten" activities, businesses can participate in activities such as gathering cost-effectiveness to increase their brand exposure and brand awareness, thus paving the way for sales in the "Double Ten" activities.
Programme of activities
1, activity form:
Preheating: time: 65438+1October 20th to165438+1October 10.
Photo: The shop independently designs the warm-up activity page, including the homepage poster, shop tips and baby details page. All the pictures are based on the theme of Double Eleven, aiming to create a shopping carnival atmosphere for the Double Eleven, lay the foundation for the event, and store pictures of meteors, drilling exhibitions and through trains.
Meteor: through train, drilling exhibition, micro-scouring, taobao guest, SMS sending, awakening old customers and so on.
Official activities: 165438+ 10/00: 00 ~1123: 59.
Figure: The main venue page of the store activity, related posters on the product details page, promotion posters of micro-amoy activities, drilling exhibition pictures, through train pictures, home page posters of the store, store tricks, flow charts for guiding independent ordering, etc.
2. Activity intensity:
(1) collect the collar roll
② Pay attention to the gifts.
(3) Lottery winners win free coupons, and every time they buy more than 100 yuan, they have the opportunity to win a free coupon award. The greater the spending amount, the greater the chance of winning the prize.
(4) Invite friends to participate in the lucky draw. The inviter has the opportunity to get 20 places with the value of 1 1 yuan mystery gift from the store, and the invitee has the opportunity to get a copy of 1 1 yuan mystery gift, * * 18.
3. Promotion of activities:
① Through train drainage ② Shop activity notice ③ Baby description notice ④ Help the community to publicize ⑥ Want Want signature activity notice ⑥ Taobao Alliance ⑥ Drill exhibition.
Activity follow-up
Artist: Make a statement on the refund processing time, order information modification, delivery express and time, and put it on the home page and product details page.
Customer service: Pre-sale X+ After-sale X+ After-customer review X (responsible for order review and printing) to ensure computer configuration; Ensure the company network; Check the promotional software settings. Quick phrases and automatic replies (prepare in advance, including promotions, and use them as little as possible)
Warehouse: ensure accurate inventory and avoid shortage. Prepare printer and related materials and packaging materials. Prepare an appropriate proportion.
Goods are packed in advance and stacked separately in the event to ensure smooth communication between the customer service side, the drawer and the warehouse and ensure sales.
Modify the order information, etc.
Inventory preparation
(1) Determine the products launched in the Double Eleven activities, and all the main products should account for 50%- 60% of the total inventory. All products must be put into storage within one week before11,and the store inventory is actually 90%-95%. Give away environmental protection bags and mouse pads if necessary.
(2) According to the expected sales scale, prepare the inventory of the main sales commodities of the double 1 1 promotion activities in advance. It is necessary to determine the emergency replenishment mechanism, the supply capacity of the supply channels and the emergency communication mode before the activity, so as to ensure that the goods can be replenished quickly or removed from the shelves in time under the condition of insufficient inventory.
(3) Check the barcode management system of goods to ensure that all delivered goods have barcodes, which is convenient for scanning barcodes with a scanning gun to check the accuracy of delivery and improve speed and efficiency.
(4) Be sure to make inventory of products related to double 1 1 activities in the whole warehouse 2-3 days before the event, make clear the inventory scale, and input the real inventory data of 100% into ops.
Personnel preparation
(1) If the possible double 1 1 orders skyrocket and temporary part-time employees need to be recruited, the work arrangement plan of part-time employees should be made in advance, and the corresponding training work should be done well. The packaging link should be well done, and the relevant details of packaging veneer sheets should be trained in advance, and the staff should be trained in advance.
(2) To provide all employees, especially those in relevant departments of order processing, with perfect training in the operation of online store housekeeper system.
(3) Formulate emergency plans for temporary dispatch, training and work of employees between departments, as well as relevant arrangements for employees' duty and vacation during promotional activities.
(4) Calculate the number of people in each position according to the height of the meteor.
(5) The materials shall be calculated according to the maximum possible flow and the number of packages.
material preparation
(1) Prepare packaging materials, ensure the inventory of all kinds of packaging bags and boxes involved in promotional activities, and preliminarily sort out some specific packages in advance, as long as the goods are put in. You can also pack the goods directly in advance, make the express delivery form and mail the documents directly for delivery;
(2) Paper storage for express delivery and invoices, printer debugging and preparation of printing consumables (ribbons and ink cartridges). In order to improve the printing speed, it is not recommended to use ordinary needle printers to print invoices during the double 1 1 promotion activities, but to use laser printers or thermal label printers to print invoices. For businesses that need to print distribution summary tables or distribution summary tables, they must prepare high-quality goods.
Fast inkjet or laser printer and its consumables.
(3) The requirements put forward in this Double Ten activities are more about the service requirements of merchants, especially the delivery link.
All customers in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou are required to give priority delivery within 2 days. Therefore, it is suggested that it should be obvious on the packaging or face sheet.
Text labels or color labels, etc. Used for quick sorting.
Double Eleven Marketing Plan (II) Activity Background
"Double Eleven" refers to the annual165438+1October 1 1, which is also called Singles' Day because of its special date. Large e-commerce websites will generally use this day to carry out some large-scale discount promotions to increase the sales quota. Around 20 10, 165438+ 10, the biggest commercial activity on the internet in China took place: on Taobao, many merchants launched a 50% discount promotion, 21000000 people snapped it up collectively, and 150 well-known brands participated. The single-day turnover is 936 million!
I-word duration
165438+ 10 months or so 1 1
Location of activities;
XXx center Taobao branch
activity theme
"Double Eleven" easily grabs 50% off, and health is not discounted.
Activity content
A. Product promotion
1, minus 20 for a single stroke of more than 400, or special physical examination (choose three items of liver function, four items of serum protein, total cholesterol (TC), triglyceride (TG), high-density lipoprotein cholesterol (HDL-C) and low-density lipoprotein cholesterol (LDL-C)).
2, single over 600 Li minus 30 or send a special physical examination.
3, a single full 800 Li minus 40 or send a special physical examination.
4, a single full 1000 set over 50 or send a special physical examination.
5. All-in-one 25 yuan sent a South Coast eel calcium worth 50 yuan for the middle-aged and elderly people to supplement calcium and strengthen bone powder. B. Word of mouth.
5 stars+favorable feedback after filming, according to the package amount, for example, within 300, 300-399 10 yuan, 400-499 15 yuan, above 500-599, 20 yuan, above 600-699, 30 yuan, above 800-799.
Activity promotion a, internal promotion
The activity package is marked in a prominent position on the homepage of the online shop. The whole package includes calcium supplement and bone strengthening powder for middle-aged and elderly people from 25 yuan and 50 yuan. This page contains a detailed introduction of this activity and a package link. Be sure to indicate the original price and discount price in the package price, and this page should be placed on the front page.
B. External promotion
Gather all the promotion personnel of network operation departments, assign tasks and promote them in the surrounding websites. Double the promotion time.
Ten-stage promotion and double eleven-stage promotion.