A summary is a written material that conducts a comprehensive and systematic review and analysis of a period of study, work or its completion. It can prompt us to think, so we need to go back and summarize and write a summary. So do you know how to write a summary? The following are 3 summaries of marketing activities that I have carefully compiled. I hope they will be helpful to everyone. Summary of Marketing Activities Part 1

In the marketing process of credit cards, I think the following four aspects are very important. The first is the grasp of the product; the second is the understanding and development of the market; the third is face-to-face marketing with customers; and the last is filling out application forms and maintaining customers.

The first is to grasp the product. Being familiar with the various functions of a product does not mean that you are familiar with the product. At the beginning, my first feeling after getting the information was that there must be a market for such a good product. I also prepared a lot of rhetoric. If a customer asks me what kind of card is this? That's all I'm saying. If a customer asks me, what are the characteristics of your card? That's all I'm saying. But when I actually faced the customers, their problems were completely unexpected to me, and they were out of touch with their own functions. They won't ask you about the benefits of your credit card at all, but will ask you, does your card charge an annual fee? Or maybe I already have several credit cards in my wallet and I don’t want to apply for one? Others said that your bank has few outlets and it is inconvenient to pay back the money. What I say most is that I don’t have the habit of using cards. These questions caught me off guard, and I began to re-examine this very beautiful credit card that I am proud of.

Is there something wrong with me or the customer? In the end, I found that I had overlooked three details: First, China Construction Bank had already covered the credit card market before September, and our bank’s credit cards were very similar to the bank’s credit cards; the other was the consumption habits of Chinese people. Live within your means; the third one is that people have their own characteristics at work. They know it is a good thing, but they refuse to do it because they are not familiar with you. When asking people to do things, you have to be polite. After a period of thinking, my understanding of credit cards began to change. Only when we look at the problem from the user's perspective can we truly understand credit cards. In the eyes of bank staff, a credit card is a card that can be used for overdraft, but in the eyes of customers, what is it? It is a time bomb placed next to you, a tool to encourage you to use money, a burden placed in your wallet, a weight used to exchange favors, etc.

The current credit card market is very immature and not as perfect as we imagined. I think it is misleading for us to blindly emphasize the overdraft consumption function of credit cards. Many consumers do not accept this concept. So when I market it, I say that this card is just an emergency card. You can use this card for emergencies when your funds are not flowing smoothly. If you say this, quite a few people will agree. If they agree, they will have a chance. Marketing has reached this level, and those who ask what a credit card is and what functions a credit card has can easily become card users. For those customers who have unexpected problems, we can only prescribe the right medicine. Summary of Marketing Activities Part 2

1. Regarding building retail channels and clarifying the direction of retail work

A. Standardize lobby work processes and regulations, and clarify disciplines.

B. Organize basic customer and VIP customer information and establish customer information files.

C. Contact the three-party cooperative securities companies and insurance cooperation units. (Three parties: Guosen, Bohai, CDB; Insurance: Xinhua, Taikang)

D. Contact relevant community departments such as property management and neighborhood committees to expand community channels. (Communities: Macquarie, Longdu, Fusheng Garden)

E. Analyze retail business indicators and clarify the direction of retail work.

2. Regarding the gradual advancement of the renovation and work of the business halls

A. In terms of hardware facilities: improve hall facilities, divide service functional areas, improve details, and create a business environment.

(The express lane was forced to close due to insufficient cash teller personnel and the machine was not repaired after being reported for repair)

B. Personnel management: formulate hall procedures and work specifications, establish hall rules and regulations and labor disciplines , detail the position responsibilities of each personnel.

C. Assessment mechanism: Establish hall linkage, conduct full-staff marketing, and set service standards and marketing assessment indicators for positions. (At the end of June, the time and daily average tasks were assigned to the lobby and tellers, and the completion rate was 95%, of which the lobby overcompleted and the tellers completed more than 80%)

D. In terms of customer service: train lobby personnel to identify customers and achieve Targeted services. (Identify the top 100 customers of the branch and the customers who often visit the branch, so that when you meet the customer, you can roughly know what business the customer wants to handle and what business can be marketed to the customer)

E. Positional marketing: Exploring customer potential demand, achieve substantive sales, conduct telemarketing, and conduct targeted marketing to branch customers. (Financial management dormant customers, savings dormant customers, branch single business customers, etc.)

3. Summary of business development

A. Financial management business: sales in the first quarter were 61.96 million yuan, Sales in the second quarter were 153.13 million yuan, a 2.4-fold increase, and some dormant financial management customers of the branch were activated.

B. Savings business: Since the launch of the activity on May 16th, the deposit amount of participating customers has reached 10.1594 million yuan, and some dormant savings customers of the branch have been activated. (The insurance business has achieved a breakthrough, and the fund business has also grown slightly)

C. Thousands of Plans: The business has broken through to zero, with an increase of 429 households by the end of the second quarter.

D. Improvement of old customers: Business has broken through zero, with an increase of 1,418 customers as of the end of the second quarter.

E. VIP service: Establish contact with VIP customers and carry out VIP feedback activities. (June 1 parent-child activities, Dragon Boat Festival feedback activities)

4. Sub-branch needs and branch support:

A. The hardware facilities of the branch outlets are backward, the business area is small, and the facilities are outdated. The comprehensive competitiveness is weaker than that of other banks in the same street.

B. There is a shortage of staff in the branch hall. Cash tellers, lobby assistants, VIP financial management, and 58 tellers all have vacant positions to varying degrees. At this stage, the number of new people in the hall is more than 50, which affects the further promotion of our bank's business.

C. The progress of item application and customer information application is slow, which affects further business promotion. (Envelopes, paper cups and other items, application for branch customer assets and other information, application for maintenance of outdated equipment at the branch) Summary of marketing activities 3

From September 25th to October 8th, our store carried out the theme For the marketing activity of "Celebrating the XXth Anniversary of the Prosperous Age and the XXth Anniversary of the National Day Store in Lincheng". In this store celebration, our store not only innovated in marketing models, but also made innovations to varying degrees in service concepts, hall decoration, personnel rewards, membership marketing, and cultural activities.

We only use the segmented marketing model for this store celebration event. In the first phase, from September 25th to 30th, the main means of promoting sales will be graded gifts and large draws, aiming to increase sales while preheating the main store celebration activities. In the second phase, from October 1st to 8th, our store will use the most effective way to increase sales: giving away coupons as the main activity form, and use eight sets of dream combinations in eight days as prizes to strongly attract consumers, and carry out comprehensive activities to seize sales. The battle officially kicked off.

The following is a summary of this event:

1. Analysis from various data indicators:

The planned sales of the whole store are 8.7 million yuan , actual sales were 8.92 million yuan, completing 102 of the sales plan. Among them, the department store part planned to sell 6.3525 million yuan, and the actual sales were 6.54 million yuan, completing the planned 103.1, a year-on-year increase of 47%. Accounting for 73% of the total store sales; the supermarket planned to sell 1.66 million yuan, and the actual sales were 1.676 million yuan. Completed the planned '101, up 48,3 year-on-year. Accounting for 19% of the entire store's sales; rental rebates achieved 700,000 yuan, accounting for 8% of the entire store's sales.

From the 1st to the 8th, the sales of the counters participating in the event were 4.01 million, and the sales of gift certificates were 930,000 and 20,000, accounting for 23 and 24%. During the event, department store members accounted for 24.2% of sales, and supermarket members accounted for 52.5% of sales.

The average daily number of transactions in department stores was 27,512, an increase of 321 compared with the same period. Customer flow increased significantly during the event. According to statistics on the average number of daily transactions during the event and the number of customers entering the store at Gate 1 from 2:50 to 3:00 pm every day, the customer flow during the event increased 11.2 times compared to normal days.

2. Activity cost analysis:

The total cost of this activity was 345,398 yuan, accounting for 3.8% of the total sales. Among them, the prize cost is 94,586 yuan (the total of all prizes and gifts), the decoration production cost is 17,000 yuan, the publicity cost is 58,720 yuan, and the printing cost is 5,554 yuan; the front-line employee reward cost is 46,060 yuan, and other expenses are 123,478 yuan. Yuan.

3. Success points of the event:

1. Sufficient preparation in advance of the event

The marketing department started preparations for this National Day event one month in advance. After many revisions and repeated demonstrations, the plan was finalized, and the details of the plan were meticulous.

Compared with previous events, the number of participating brands in this event has greatly increased, and the participation rate has greatly increased. Participating counters account for 90% of the participating sales areas. For brand buildings that do not participate in the event, a policy of increasing deduction points has been introduced and a separate promotional counter group has been set up. The gross profit generated from sales is not included in the guaranteed gross profit, and deductions are made based on actual sales, ensuring that the building does not lose or lose less gross profit.

In terms of products, we started inspecting products at each counter one month in advance, monitoring the inventory of products and the arrival of new products on the counters, and strictly controlling product pricing. One week before the event, a joint inspection team was formed, led by the vice president, to conduct a detailed inspection of the merchandise at each counter.

Event promotion decoration and hall decoration, layout design are all confirmed 20 days in advance, and all productions are shipped to our store 5 days in advance. All kinds of landscapes were completed on schedule.

Before the event, the marketing department took the lead in cooperating with loss prevention, finance, and office staff to hold two skills training sessions for event-related staff to implement detailed work and ensure normal operation during the event.

2. Update and upgrade of service concept

Since the opening, we have put forward the slogans of service concepts such as "fashionable and tasteful life", "let life become active", "meticulous and infinite development" . On the occasion of our store's 2nd anniversary, we have put forward the service slogan of "sincere service every day" to make our services more detailed so that new and old customers of our store can feel the changes in our services more personally.

3. The rise of supermarket special offers

This time, Dianqing Supermarket organized low-margin or negative-margin promotions for daily sensitive commodities such as rice, soybean oil, and eggs, supplemented by full-price gifts. Activities such as full-book lottery draws have greatly boosted sales, boosted the overall passenger flow of the building and increased consumer attention.

4. The store decoration is attractive

Based on the infrastructure of our store, the decoration and marketing department of this store celebration carefully designed decorative materials that suit our store’s architectural style and can highlight the theme of the National Day store. , making the overall decoration style of our store unified, elegant and generous during the event. At the same time, the marketing department specially produced a National Day flower bed landscape to cater to the festival and a birthday cake landscape to cater to the store celebration, which caused quite a stir among consumers in the city and even among the people of Lincheng.

5. Increase rewards, and the enthusiasm of all employees will be greatly improved

Following the group’s spiritual instructions to increase rewards for front-line employees, our store liberated its minds from top to bottom, and in this store celebration event During the period, the company increased the rewards for front-line employees, implemented a dual-award system for counters for the first time, included supermarkets in the assessment mechanism according to the plan for the first time, and included sales from leasing counters into the system into the reward mechanism for the first time. The launch of this mechanism not only maximizes the sales enthusiasm of front-line employees, but also increases implicit lease sales.

6. Extensive publicity

This store celebration has achieved great success in publicity, especially in the distribution of DM, which is truly meticulous and distributed. Special personnel supervise the distribution, which greatly improves the effectiveness of the leaflets.

7. The store celebration cultural activities are rich and colorful

The cultural activities of this store celebration played a huge role in publicity and hype. On the occasion of the 60th anniversary of the National Day, our store took advantage of the opportunity to build momentum , taking advantage of the momentum of the store, organized the cultural activity "Let's Sing to Welcome the National Day" to comprehensively enhance the level of publicity.

4. Aspects worth learning from

1. The salesperson’s grasp of the content of the event is not accurate enough

The entry threshold for our store’s lottery activities is a single ticket of 200 yuan or more , during the implementation process, some salespersons purchased goods by themselves, and the single ticket was less than 200 yuan, but they went to the information entry office to enter personal information. This situation reflects that individual salespersons do not have accurate information about the activities.

2. Insufficient sales expectations

This year’s National Day coincides with the 8-day long holiday of the 66th anniversary of the National Day. In addition to the August 15th holiday, the number of customers returning home from other places is quite large. , our store’s sales once soared. The marketing department underestimated the situation, which resulted in a shortage of vouchers. The problem was later urgently printed twice and the problem was solved.

3. If there are new lottery activities, it will be even better

The daily lottery activities are very lively, but if the last grand prize is drawn on October 8, all the lottery activities will be Gathering the grand prize winners together and holding a small award ceremony will push the entire lottery event to a higher climax and vigorously publicize it. The continued publicity after the big event will be even better.

At this point, the National Day activity has come to an end. We will learn from the experience of this activity and implement it into future marketing activities.