Creative Plan of Mother's Day Marketing Activities of the Bank 1 I. Background of the Activities
In order to better convey emotional culture, enhance consumers' impression and memory of "jewelry" and promote sales with brands, this activity plan is now formulated. With the help of the event "Mother's Day", the concept of "Mother's Day" is spread in the name of "jewelry", which reminds the target consumers to pay attention to "Mother's Day", triggers their celebration of "Mother's Day", and makes "Mother's Day" penetrate into the emotions of the target consumers, thus achieving the marketing purpose of improving brand awareness and increasing the named purchase rate.
Second, the purpose
1, send a sincere blessing to all mothers in the world.
2. Promote the sales of in-store products.
3. Carrying the brand mission of "ten thousand kinds of feelings, expressed by me".
4. Inherit the traditional concept of marriage and establish the market position of the first jewelry brand in the jewelry wedding market.
Third, the theme
Thanksgiving mother, jewelry love!
Fourth, the target market
Cater to the psychology of target consumers and meet emotional needs.
The target population is people between the ages of xx and XX who hold middle and senior positions in government agencies and enterprises. Because of busy work, I usually spend less time with my family, especially with my parents, so there is a common knot of "repaying the kindness of parenting", which can trigger their potential emotional needs.
Verb (abbreviation of verb) I-word duration
X month x day -x month x day.
Activity of intransitive verbs
1. All customers who visit the jewelry store during the event can get a carnation.
2. If you spend more than X yuan (discounted price) in the jewelry store, X Wedding Studio will take a set of wedding photos for your parents free of charge (implementation method: you can jointly set up a wedding photo studio in the local area and design a simple wedding photo series in the name of "Love Mom". )
3. Mothers who have been married for more than X anniversary can get a beautiful gift of jewelry with relevant documents. (places are limited while stocks last), and you can also enjoy the discount of X.
Seven, publicity methods
1, "Mother's Day" content banners are hung on the main streets of the city.
From X to X, in the name of "jewelry", high-density banners were hung on the streets with large traffic in urban areas to remind everyone to pay attention to "Mother's Day", which formed a strong festive atmosphere.
2. Send a "Mother's Day" family message; Send the activity content by SMS.
From X to X, in the name of "jewelry", send wonderful messages of "Mother's Day" to new and old customers of "jewelry" to remind consumers that X is "Mother's Day" and impress consumers with emotional communication. On X-day and X-day of X-month, send the activity content by SMS to inform the target consumers of the activities of "Jewelry" from X-day to X-day of X-month and the main places to carry out the activities.
Creative planning of Mother's Day marketing activities of banks 2. Purpose and significance of the activities:
In order to welcome the arrival of Mother's Day, we can give our mother a blessing, at the same time, we can also give back to customers who love our products, increase the marketing volume of our products, and improve the ranking of branches in branches.
Second, the theme of the event:
Convey the deep affection of "inch grass" to "three spring scenery"
Three. Organizer:
X bank Ji' nan branch business department
Fourth, the activity time:
X month x day -x month x day.
Verb (short for verb) Target audience:
All customers of xx Bank.
Forms and contents of intransitive verb activities
In order to welcome the upcoming Mother's Day, Minsheng Bank specially launched the "Minsheng Bank Mother's Day Series" from May 6 to May 9. A series of special Mother's Day activities, such as flower hall, micro-letter wall and micro-letter greeting card, convey the deep love of "inch grass heart" for "three brilliant spring". Participants can choose any way to offer their blessings to their mothers with their own actions, so that their mothers can feel the warmth like spring. Online activities: As a fan of the official WeChat account of the business department of Jinan Branch of Minsheng Bank, users can send blessings (in words or photos) to their mothers and participate in the WeChat activities on the wall. On the led screen outside the sales department building of Jinan Branch of Minsheng Bank in Jinlong Building, fans and mothers will see the blessings displayed in the whole city, so that this blessing can be witnessed by the whole people. And' Mom, I love you' in the' three greeting card templates' designed with the theme of' eternal maternal love and inheritance of people's livelihood'; "Mother's Day, I am by your side"; "The person who loves me the most in the world" can also enjoy the customized permission of text editing.
After the customization is completed, you can share it with the WeChat circle of friends to spread it, so that mothers can feel the blessing of "personal tailors".
Offline activities mainly include: decorating the hall, giving carnations, giving blue moon laundry detergent and giving kitchen utensils.
Hall layout: In order to surround the hall with deep love for the great mother, carnations can be placed at the entrance of the hall, which will first give the customers who enter the hall the first visual impact. In addition, mini potted plants are placed in public areas, financial areas and cash areas.
Gifts: All customers who buy gold products can give a bunch of golden roses and carnations, and have the opportunity to participate in the makeup activities held by our bank on Thursday for free, on a first-come-first-served basis, with limited places. Young female customers mainly recommend Thursday makeup activities, and female customers over middle age mainly recommend Blue Moon laundry detergent or kitchen utensils. As a fan of WeChat official account, the sales department of Jinan Branch of Minsheng Bank, three greeting card templates "Mom, I love you" are designed with the theme of "eternal maternal love and people's livelihood inheritance"; "Mother's Day, I am by your side"; In the "people who love me the most in the world", you can also enjoy the right to customize the editing text. After customization, you can share it with the WeChat circle of friends, so that mothers can feel the blessing of "private tailors".
Seven. Expected effect and prospect
Since Mother's Day is only a few days away, the activity plan is made according to the actual situation after considering various situations. The gifts for customers are arranged according to our existing gifts, and this Mother's Day activity is just before the make-up activity. If the two activities are just right, you can make a cross and increase marketing gimmicks. I hope this activity is not only used for the marketing of Mother's Day activities, but also can be applied to other activities and the marketing of various products, and it can also increase our marketing atmosphere.