In the first "Watch", Wang Ben wrote that he works for an Internet company with traditional manufacturing blood, so his job content is also quite special-planning e-commerce promotion activities. It is similar to the activity operation post of Internet companies, but it is not as open as the activity operation of Internet companies (mainly due to the restrictions of e-commerce platforms). At present, I have taken over the promotion activities for two months, and briefly summarized the whole operation process of e-commerce promotion activities.
Cut the gossip, dry goods without water first:
Frame diagram of promotional activities
The picture above is a mind map I just drew today. Fresh and warm. I divide the promotion activities of e-commerce into four parts: activity planning, activity planning, execution control and resumption summary.
I. Activity planning
War is imminent, and planning comes first. Activity planning is mainly aimed at planning the time nodes of each activity. There are two kinds of active nodes, one is channel node and the other is company node.
1) Channel nodes refer to the nodes planned by Tmall, JD.COM and Vipshop. The platform will invest a lot of resources in its own nodes to pull traffic from major media. As a seller, you need to keep the rhythm of your own activities consistent with the nodes of the platform, and then ask the platform for resources and allocate traffic;
2) The company node refers to the activity node initiated by the seller. These nodes may be used for activities with strong promotional colors, such as stocking up, clearing inventory, closing performance at the end of the month, and closing sales of new products. What the seller has to do is to show sincerity in price and benefit, cut the meat first to hurt himself, and then let the consumers move.
Two. Programme of activities
After setting the time node, the next step is to make a plan. Every stage is a headache. On the one hand, as a promoter of promotion, you can't think alone, otherwise the leader will say that you don't communicate at will. On the other hand, you take everyone to discuss. Colleagues who usually laugh with you, immediately look at their noses, noses and mouths, and go back to the classroom when they were students, afraid that the teacher would let them talk. This will test your communication skills and learn to pry open the mouths of colleagues.
1) activity target. I divide it into channel goal and single product goal. Channel target refers to the sales target of each channel (Tmall, JD.COM, Suning, Gome, Vipshop, etc.), while single product target refers to the single product sales target set for promoting a certain product.
2) Event theme. Whether it is a festival, a channel promotion node, or an activity initiated by yourself, there must be an activity theme. My understanding of the theme of the event is that it gives us a reason for sellers to cut prices and an excuse for consumers to cut their hands;
3) Play. Due to many restrictions on e-commerce platforms, such promotional activities are generally rarely played. Simple consumers don't think it's fun, and complex consumers don't think it's worth the effort to get you coupons. Among them, the degree should be balanced slowly after many operations, with both participation and satisfaction;
4) Activity welfare. As I said before, sellers should show enough sincerity in terms of price and benefits. It should be clear that among your potential users, there is a group of people who are always on the sidelines. When you feel that the discount is not enough, the theme and gameplay written in front of you are nonsense.
5) Activity budget. After this activity plan is written, the first one is for the leaders to see. Leaders always don't pay attention to your theme and gameplay, but mainly look at how much money you give and how much sales you can bring, then measure whether the input-output ratio is worth doing, and finally make a decision, so please make the activity budget as clear as possible. The promotion expenses inside and outside the station and the gift expenses are all planned in the plan, which should be detailed;
6) Activity schedule. You need to know when and what to do and the deadline of each job. A well-planned schedule is an indispensable part to ensure the smooth progress of the activities.
Third, implement control.
If you have a plan, you must put it in a closed loop. Don't let the work turn into a report, just show it to your superiors, and don't execute it.
1) Resource coordination. Let the merchants take the plan to find the resources (pits) sold by various e-commerce platforms. This is a negotiation process: how much promotion expenses I pay, what pit resources you give me, and how much sales I give you back. As for operational resources and communication resources, internal communication should be done well;
2) Internal communication. The objects of communication include but are not limited to colleagues in business, operation, design, technology, product promotion, customer service and other positions. Business and operation should know what you want to do, technology, design and product promotion should know what your needs are, and customer service should know how to do this activity, the corresponding price, interest points and how to play the activity.
3) Tracking control. This is easy to understand. It is nothing more than finding the difference between the schedule and the progress of the activities at this stage. Where it's slow, you have to speed up. Where it's urgent, you have to step on the brakes. This link can cultivate your resilience;
4) Data monitoring. You have to write a copy after every big promotion. PPT is all words? The activity is not effective. I don't know where to find the reason or improvement. Data is the eye of operation, so it is necessary to develop a good habit of collecting data. Operation data, promotion data and competing product data should be counted!
IV. Summary of resumption of trading
Don't just pay attention to the sales growth in every promotion, but also learn to reevaluate the whole process, find out the bright spots and dark spots, and enlarge the bright spots and narrow the dark spots in the next activity.
1) target completed. The first thing to do is to review your goals and make an overall evaluation of the activities. Then find the difference between the goal and reality, analyze the data, and get the reason for the difference;
2) Process control. What problems have been encountered during the activity, how to solve them, and what problems have not been solved, which are worthy of attention;
3) Post-optimization direction. This is mainly a summary of the previous two points, and it is also the most valuable part of the resumption.
The above is a summary of my understanding of e-commerce promotion activities, focusing more on the framework, which is suitable for beginners to establish awareness of promotion activities. In fact, I think this is also applicable to the operation of internet activities, but the purpose may be changed to innovation, but what we do is to exchange resources for growth, and the background is the same.
2018 65438+1late at night on October 3rd.