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The success of marketing planning scheme is due to careful planning and implementation. The following is what I arranged for you. Welcome to read!

Successful cases of marketing planning scheme

The success of marketing planning scheme is due to careful planning and implementation. The following is what I arranged for you. Welcome to read!

Successful cases of marketing planning scheme

The success of marketing planning scheme is due to careful planning and implementation. The following is what I arranged for you. Welcome to read!

1:

I. Situation of Nisshin Photovoltaic Project

Online time: 20 14 1 month.

Industry: Photovoltaic

Profit model: brand display/product sales

Main products/keywords:

Yantai Rixin Photovoltaic Group is a professional high-tech growth enterprise, which owns a series of photovoltaic products such as solar street lamps, solar garden lamps, solar lawns, solar insecticidal lamps and LED street lamps, and has made remarkable achievements in the field of new energy.

Second, the characteristics of Nisshin Photovoltaic

1. Company strength: Yantai Rixin Photovoltaic Group has passed the IS9000 international quality management system certification, and the FCC, CE, COST and ROHS certifications of North America, the European Union, Russia and other countries and regions. The company is now included in the national "one thing, one discussion" to support the new rural construction project.

2. Internet marketing experience: The company had its own independent website in 2008, and later added two websites. Teacher Zhang attaches great importance to online marketing, and has achieved certain results in the early stage, but with the increasingly fierce competition, the effect has gradually declined!

4. Cooperation opportunities: Mr. Zhang has been looking for a more suitable network promotion scheme. Diandian System After learning that Diandian System is a full-process network marketing planning agencies, Diandian Marketing Consultant introduced the concept of network marketing planning in detail, which was highly recognized by Teacher Zhang and immediately signed a contract for three years.

Third, the planning concept of Nisshin Photovoltaic Marketing Website

Rixin's photovoltaic marketing website mainly takes product customization as its main profit model. The website design is high-end and high-end, with the theme of environmental protection, which makes the website look very fresh and generous. The refinement of the four reasons fully demonstrates the advantages of the company. With reasonable positioning, perfect service system, excellent quality and advanced design concept, Nisshin Photovoltaic has written a new chapter in the development of new energy in new countryside.

Fourth, the new and old website PK of Nisshin Photovoltaic

Template website, will consider closing.

Website design and experience: template website, poor customer experience, no credibility, no marketing ideas.

Network promotion: 1, search engine promotion: the website optimization effect is general, lacking credibility and marketing power, and Baidu's bidding conversion rate is low;

2. Automatic synchronization of industry websites: there is no such function.

3. Four micro-blog promotions: there is no function of tying Weibo.

Overall operation: the exhibition website has obtained some orders in the early stage, but the website lacks competitive advantage. With the increasingly fierce competition, its online performance has gradually declined.

Environmental protection concept, atmosphere, emphasizing experience.

Website design and experience: Personalized website design has strong visual impact, conforms to users' browsing habits, is environmentally friendly, makes visitors feel fresh and comfortable, and has excellent user experience.

Network promotion: 1, search engine promotion: the technical framework of the website is in line with search engine crawling, rich in content, pursuing originality, high in activity and conducive to optimization. Only one month after its launch, more than 20 keywords ranked in the top three in five search engines such as Baidu. Customers can easily find the website of Nissin Photovoltaic through different keywords.

2. Automatic synchronization of industry websites: website information is automatically synchronized with hundreds of industry platforms.

3. Promotion of the four micro-blogs: The background supports the binding of the four Weibo, and updates the information synchronously.

Overall operation: perfect website design and customer experience enhance the competitiveness on the Internet; All-round integration and promotion means have improved the exposure and customer stickiness of enterprises on various platforms. The flow and inquiry volume have greatly increased, further enhancing the brand image and brand value of Nisshin Photovoltaic.

2:

On September 16, I strolled in the jujube garden in Laoling City. The endless jujube forest made Zhang Peng from Haidian District sigh: "After seeing the pictures of Laoling shared by everyone from WeChat friends circle, I came with my whole family and found it more beautiful than the pictures." Recently, a "Never come to Leling, you will be fascinated by the little things here!" " The message was forwarded in the WeChat circle of friends. Attractions, food, entertainment ... The pictures in WeChat show people a beautiful and hospitable "Leling in Zaoxiang". In the Revolutionary Memorial Hall of the Hebei-Shandong-Henan Border Region, the magnificent revolutionary history of the soldiers and civilians in the border region shocked the Liu Xiaoli family from Jinan. "Bringing children here can not only get close to nature, but also learn about the red history, which is of great educational significance to both children and adults." Liu Xiaoli said that she organized this family go on road trip after promoting Leling's travel on WeChat.

The development of tourism can not be separated from the promotion of tourism publicity and marketing. In recent years, relying on 500,000 mu of jujube forest and other unique resources, the city has deeply excavated jujube culture and built a large number of jujube cultural tourist attractions such as Hongyun Theme Park in Zaoxiang and Jinsixiaozao Culture Museum. "Although we have rich tourism resources, the traditional marketing methods have limited Leling tourism to make greater breakthroughs to some extent." Li Xinping, director of the city's tourism industry office, said. For a long time, our city has placed large advertising billboards along expressway, such as Beijing-Shanghai and Binde, set up a publicity desk in a prominent position at Jinan International Airport, and broadcast promotional videos on major channels of CCTV. With the development of new media, this year, Weibo and WeChat, the official travel websites of the city, were launched to release the route, transportation, catering and accommodation information of tourist attractions in real time. A special tour of Jujube Expo was set up on Leling Tourism Website, and the tourism QR code was promoted through Leling Tourism Website. Tourist billboards printed with two-dimensional codes were set up at major intersections in Dezhou and Leling City, and the WeChat marketing plan of "Free Tour of Millennium Jujube Forest, Pinjinsi Jujube" was planned.

"Using media marketing such as WeChat has broken through geographical restrictions and spread quickly." Li Xinping said that only five days after the Jujube Expo, more than 20,000 tourists came to Leling through "micro-marketing". Statistics show that since the beginning of this year, the city has received more than 1 10,000 tourists, achieving a comprehensive tourism income of 245 million yuan.

3:

During Daoguang period of Qing Dynasty, temple fairs were often held in Dantu area of Jiangsu Province. During the temple fair, people rushed to the meeting in an endless stream, and the number of boats on the river also increased a lot.

One day, a beautiful woman came by boat to catch the temple fair. After the ship landed, she naturally attracted the attention of countless people because of her beauty.

This beautiful woman is very reserved. After paying the boat fare, she hurried ashore and accidentally stepped in the mud. Belle was very embarrassed at once and looked shy. She looked up and found a nun nearby. She hurried into buddhist nun and disappeared from people's sight in full view.

They are still staring at the direction of the nun, with endless aftertaste, as if they have not seen enough belle. At this time, the boatman shouted, "Oh, no, this woman gave the boat a hundred dollars, but it was used by the underworld!" " "

When everyone saw it, they were frightened and hurried to argue with the nun with the savage. Those who watch the fun, those who are keen on injustice, are also afraid of falling behind.

Who knows, I looked everywhere for the nun, but I couldn't find the woman just now. Everyone felt strange and was about to question the nuns in buddhist nun. Suddenly, the boatman saw that one foot in buddhist nun was covered with mud, and everyone was shocked: "No wonder this woman disappeared just now."

"The beauty on the boat must be Guanyin!" Surprised, the boatman fell to his knees and burned the money paid by the beautiful woman in the stove. Others chanted Buddha and prayed for the blessing of Guanyin Bodhisattva.

The story spread like wildfire, and the news spread like wildfire. As a result, nuns who have been left out have changed their old views, and there are many incense charities, and donors are constantly coming.

More than ten years later, the secret of this story came out: the boatman and the beautiful woman were entrusted by nuns in buddhist nun. After the belle entered buddhist nun, she immediately moved the mud on her feet to the foot of Guanyin, took off her clothes and hid herself in disguise.

See here, do you think this is a game? It is also a very clever game.

In other words, this is a perfect case of public relations communication. Because both the content and the communication channels are in line with an event-based public relations communication case, but there was no such concept at that time.

Public relations communication is actually the process of information exchange. Without communication, the public cannot understand the subject, and the subject cannot understand the public. Therefore, the communication between the subject and the public depends largely on information dissemination, and this process is public relations.

Usually, the information dissemination of general public relations is done through mass media. But the really awesome public relations is accomplished through the social communication of the public, because the effect is "fast, ruthless and accurate". So this is also the reason why I think the nun's move of "beauty for Guanyin" is very awesome, because he relies on social interaction and the effect is very good.

Although in the Internet age, the media is everywhere and the speed of communication is faster than in the past, what most public relations people want to do is viral social communication.

Why? First, if social design is good, it will often exceed expectations; Second, because social communication is directly facing consumers and terminal marketing, media communication is only within the industry, and it is difficult to spread to consumer terminals.

Going back to the story of a nun, what enlightenment can public relations events based on social communication give us? Try to summarize from four points:

First, how to make three people become a tiger?

The communication needs of nuns in stories are very clear, that is, to let the audience know and trust nuns, that is, to enhance the visibility and reputation of products. If we follow the conventional thinking, we may create a series of "successful cases" to tell who the bodhisattva in the temple cured and who returned his wish. But this can only work for a small number of viewers, and it will also cause some people to question. Is not the best solution. However, the practice in the story is different. It uses the method of guidance and seduction to let the audience participate in the communication. In this way, "Seeing is believing" makes the audience believe and willing to spread, and "three people make a tiger" is a matter of course.

Second, how to grasp the "time, place and people"?

Obviously, in the story, the nun accurately grasped the time, place and people. First of all, he arranged this "play" at the temple fair, which was the time when there were the largest number of people and everyone believed in "Bodhisattva's manifestation". Secondly, the "protagonist" uses glamorous * * * and boatmen, and beautiful women can attract more attention and make people remember deeply. The boatman has a wide range of contacts, many people and greater beliefs. Therefore, as soon as the beauty got on the boat, it attracted the attention of countless people. When the boatman went to ask questions, everyone rushed in. The details are certainly worth learning.

Third, how to graft communication demands from the perspective of public opinion?

In fact, many times, how public opinion is not very important. What matters is whether you express the brand's demands from the audience's public opinion. In the story, "Guanyin appears" can't satisfy most people's demands, but it spreads. Why? Because you want to spread your products, you must first understand your products, so your products need to form public opinion. So you will understand why e-commerce has to fight price wars every year, even at the expense of exposing some negatives to each other, because it is better to have sound than no sound. Of course, in the public opinion you construct, you must guide the audience to understand your core competitiveness. For example, "Guanyin" in the story is the core competitiveness, just like the "authentic" played by e-commerce.

Fourth, how to advance layer by layer and build a closed loop of communication?

The classic feature of this public relations case is that it is a closed-loop structure that is promoted layer by layer. After we dismantled the story, the process was as follows: visiting the temple fair-the beautiful woman boarded the boat-the beautiful woman paid for the boat-the beautiful woman wrestled-the boatman found the mingbi-the beautiful woman entered the temple fair-the boatman sought justice-the beautiful woman smeared mud at the foot of Guanyin to change clothes to escape-and the boatman found that Guanyin appeared.

After careful reading, it is found that no matter from which angle, it is impossible to tear down part of the story structure. It is natural to form an interlocking closed loop. So what methodology do we have when designing similar events? In fact, it is known as "5W 1H". Do you want to know what your communication needs are? Where is the right time, place and people to meet the demand? Why take this step? How do your dance steps connect the audience with the needs? Understand these problems, and naturally open the closed loop.

After talking about this place, there is another question: Why should we spread or convince the "rumors" created by many network promoters?

Here, not only because social networks are easy to spread, people lack rational thinking, but also because these promoters can understand our psychological demands very accurately and construct a convincing situation for us. In this case, it is difficult for you not to "rumor".

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