Summary of marketing activities

Summary is a written material that comprehensively and systematically reviews and analyzes the study, work or its completion in a period. Through it, we can correctly understand the advantages and disadvantages of previous study and work. It is better to act immediately and write a summary. How to write a summary without becoming a mere formality? The following is a summary of four marketing activities I have compiled for you, for reference only. Welcome to reading.

Summary of marketing activities 1 Thoughts on how to improve marketing ability With the deepening of global economic integration, the competition in the financial industry is particularly fierce. The strength of marketing ability is directly related to the success or failure and development of a bank. The author thinks that the key in the marketing process is to integrate resource allocation, refine customer categories, pay attention to marketing methods and strategies. The first is to integrate resource allocation.

How to fully tap the potential under the existing human and hardware resources?

1, choose the right person and use good people. Enrich a group of people who really want to be officers, capable officers and capable officers into the marketing team of account managers. Ask people in the marketing team who don't want to do things or can't do them. Performance is the best measure. Really set people by posts, set responsibilities by people, suit people to their needs, do their best, highlight performance orientation, and give full play to personal potential.

2. Focus on building a whole staff marketing system. Strengthen the marketing concept education of all employees. Create a new marketing culture atmosphere of "everyone participates in marketing and everyone actively markets". Marketing is not only the work of bank executives and account managers, it is necessary to make the marketing concept become the knowledge of all employees, cultivate the marketing awareness of all employees, and turn it into the conscious action of each employee. Ensure smooth up and down, coordinate left and right, and form a three-dimensional marketing network.

3. Make relevant study and training plans. Efforts are made to improve the professional quality and marketing skills of marketers, and the sub-branch arranges an afternoon for business training and on-site demonstration every week, so that they can master emerging businesses and better carry out marketing work.

4. Give full play to the marketing function of each outlet. All outlets can make use of their own advantages to expand their influence by hanging banners, distributing publicity materials and actively participating in the civilization creation activities of the whole bank and local governments. Every festival can hold activities, send some small souvenirs to customers and attract customers.

5. Network organizations are integrated into community activities. Residents around outlets are often important and stable customers of branches. Participating in community activities can enhance the reputation of outlets and launch our new products in time. Pen pals think this is an important measure to at least let people around know that there is such a network.

The second is to refine customer categories. Different customers have different needs, and differentiated marketing is aimed at different levels of customers.

1, establish customer files, invite high-quality customers to discuss, and give full play to the role of point-to-point and area. Establish customer relationship management account, collect, accumulate, analyze and sort out customer information, establish customer information data warehouse, analyze and evaluate the value, contribution, cost and benefit of customer resource information in time, and provide decision-making reference for market development and business marketing.

2. Establish a long-term target customer research team. Using the mechanism of customer asset management and value analysis and evaluation, several units are selected as marketing targets every month. After analyzing the feasibility of each customer, the key and difficult points of marketing are found out, flexible marketing methods are adopted for different customers, key account managers and leaders of branches in charge are determined, and one-on-one marketing schemes are formulated, and then close cooperation is made with relevant departments. Third, pay attention to marketing methods. * * * Enjoy customer resources and strengthen joint marketing. This is an important way for departments to cooperate with each other and obtain information.

1. In the marketing process, fully integrate the resources of the company and individual customers, strengthen the cooperation between the personal financial business and the corporate business department, give full play to the overall resource advantages and marketing functions, fully tap and discover individual high-quality customers, constantly innovate service means, establish a joint system of public and private account managers, implement a package of services, promote personal business with corporate business, promote market expansion through integrated marketing, actively compete for high-quality customers, and ensure customer quality.

2. Personal Business Department strives to build its own brand. On the basis of pre-brand image promotion, plan, develop, plan and organize various market activities, understand and meet customer needs in time, expand brand connotation, attract high-quality customers and provide all-round high-quality services for high-quality customers. In the process of service, the enterprises behind high-quality customers can also feed back to the company departments for coordinated development. Fourth, pay attention to marketing strategy. Carry out targeted marketing activities at different times and places.

1. Actively promote the business of "remittance through train, remittance in the same city, e era, etc." before the start of school. Vigorously promoting educational savings and regularly carrying out lump-sum deposit and withdrawal business can effectively promote the growth of savings deposits and intermediary business. In the township enterprises that cannot be reached by our outlets, we will carry out publicity such as online banking and telephone banking.

2. Launch a powerful publicity and marketing offensive, actively seize the business market, and make full use of news media such as TV stations, radio stations and newspapers and printed publicity materials. Through publicity reports, mail advertisements, counter materials, street consultation and other means, we will publicize and promote the featured business varieties in an all-round way, publicize the achievements made by the Bank in recent years, effectively enhance social visibility and influence, and vigorously promote business market expansion. In short, as long as everyone in the whole bank works hard, actively participates in integrated marketing, hierarchical marketing and integrated marketing strategies based on various advantages, and does everything possible to maintain high-quality customers, the marketing results will definitely be transformed into business results, and ICBC's tomorrow will definitely be more brilliant.

Summary of Marketing Activities The special marketing activity of "Homesickness Month" for Mid-Autumn Festival in 20xx has been successfully concluded. After the Municipal Bureau held the Mid-Autumn Festival "Homesickness Month" marketing mobilization meeting, the leaders of our bureau felt that the task was arduous, and immediately held a meeting of managers above the director of the center to study and formulate detailed marketing plans, and set up a marketing team mainly led by the bureau leaders to carry forward the spirit of "bright sword", turn pressure into motivation, overcome difficulties and take the initiative to attack. By the end of September, * * * had achieved the sales of "Homesick Moon" moon cakes of 360,864 yuan, accounting for 1, 7 1.84% of the planned amount issued by the Municipal Bureau, and won the marketing campaign. The homesickness month marketing activities are summarized as follows:

First, seize the market based on the word "early".

On the occasion of the traditional Mid-Autumn Festival, all major businesses want to seize this market. If they want to get the largest share in this limited market, they must make early arrangements and make good marketing preparations based on previous years' experience. Only by knowing ourselves and ourselves can we be invincible. Therefore, our bureau organized personnel to conduct a detailed investigation and study on the market to understand the psychology of customers and the use and demand of moon cakes.

Second, increase publicity and create an atmosphere.

Publicity is the key to the marketing effect. In order to achieve the ideal publicity effect, a detailed publicity plan was made. First, organized and planned the product promotion meeting of "Homesickness Month" in 20xx Mid-Autumn Festival, and introduced the manufacturers and the characteristics of different products to customers in detail. The atmosphere at the meeting was warm, and the three customers reached the order intention on the spot, which laid the foundation for the following marketing activities. The second is to use newspapers to send advertisements of DM China Post, put up posters, hang banners in front of the business hall, and float words on electronic screens and televisions to create a publicity atmosphere, so as to achieve the purpose of publicity, make it a household name, improve the perception of the "Homesickness Month" activity, and do a good job in pre-business publicity for the delivery and sales market.

Third, accurate positioning and classified marketing.

According to the characteristics of county economy and different customer groups, formulate corresponding marketing plans. First, the products are divided into three grades: high, medium and low, and carpet marketing is carried out for various organs, enterprises, factories, mines, schools and other units; The second is to adopt the method of target claim, entrust acquaintances, find relationships, and make full use of personal connections to introduce recommended products to customers for marketing; The third is to visit key customers through holidays and introduce and recommend employee welfare products to customers; Fourth, with the spirit of saying more is useless, the salesperson lost no time to introduce the business to users by means of "buying postal moon cakes, giving family affection free of charge" and "sending lovesickness in the bright moon and sending true feelings in a thousand miles", guiding users to buy products and increasing the delivery business volume.

Fourth, leaders take the lead and play a leading role.

Since the launch of the "Homesickness Month" campaign, bureau leaders have taken the lead in the front line of publicity and marketing. Take publicity materials and product samples respectively to publicize, tackle key problems and market the subscription units one by one. Seeing the directors visiting in person, the leaders of all units were deeply moved and tried their best to order products. This spirit of leadership also deeply touched employees. Some managers and employees volunteered to join the "Homesickness Month" marketing activities, which formed a fierce marketing situation and achieved good marketing results.

Fifth, give full play to advantages and combine marketing.

In the face of fierce market competition, we make full use of our unique postal resources to play the trump card of buying moon cakes to send Mid-Autumn greeting cards, New Year calendars and corporate image brochures, that is, ordering moon cakes with a price of more than 1 10,000 yuan and making corresponding boxes of Mid-Autumn greeting cards for them free of charge; For more than 50,000 yuan, make corresponding boxes of New Year calendars for them free of charge; 100000 yuan, make a corresponding number of corporate image brochures for them, and the content is up to them. This move has been recognized by customers.

Although we have made some achievements in this "Homesickness Month" marketing activity, there are still many shortcomings, and there is still a certain gap from the requirements of rapid development. We must sum up experience, foster strengths and avoid weaknesses, learn from the well-developed brother bureau, and strive to achieve the goal of effective and rapid development!

Summary of marketing activities In the process of credit card marketing, I think the following four aspects are very important. First, grasp the product; Second, it is the understanding and development of the market; Third, face-to-face marketing with customers; Finally, the application form is filled in and the customer is maintained.

The first is to grasp the product. Being familiar with various functions of the product does not mean mastering the product. At the beginning, my first feeling after I got the information was that such a good product would definitely have a market, and I also prepared many sets of statements. If the customer asks me what card this is? That's what I said. If the customer asks me, what are the characteristics of your card? That's what I said. However, when I really face my customers, their problems are completely out of my expectation and have deviated from their own functions. They won't ask you about the benefits of credit cards at all, but ask you, do you charge an annual fee for your cards? Or do I have some credit cards in my wallet and don't want to do it? Others say 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 beautiful credit card that I am proud of.

Is it me or the customer? Finally, I found that I had overlooked three details: first, CCB had covered the credit card market once before September, and our credit cards have many similarities with those of banks; The other is the consumption habits of China people, living within their means; The third is that a person's personality is at work, knowing that it is a good thing, but not doing it. Because you are not familiar with you, please ask people to do things humanely. After a period of thinking, my understanding of credit cards began to change. Only by looking at the problem from the user's point of view can we really grasp the credit card. Credit card is a overdraft card in the eyes of bank staff, but what is it in the eyes of customers? It is a time bomb around you, a tool to encourage you to use money, a burden in your wallet, a weight to exchange human feelings and so on.

The current credit card market is very immature and not as perfect as we thought. We blindly emphasize the overdraft consumption function of credit cards, which I think is misleading. Many consumers don't accept this idea. So when I was marketing, I said this card was just an emergency card. When the cash flow is not good, you can use this card for emergency. Quite a few people will agree with this statement, and if they agree, they will have a chance. In this level of marketing, those who ask what a credit card is and what its functions are can easily become card users. It is those customers who have unexpected problems, so we should prescribe the right medicine.

Summary of Marketing Activities Four major world commercial cities organized a shopping prize-winning activity with the theme of "Celebrating China and the country in a prosperous time, and enjoying endless ceremonies and joy in the world". The survival time of this activity is 20xx years 1 to 20xx years 1, * * * 7 days, and the activity schedule is closely related to the National Day holiday.

I. Summary of activity costs

(Figure omitted)

Second, the shortcomings and objective unfavorable factors of the activity:

Event planning and publicity:

Marketing activities are organized by the planning department and completed with the close cooperation of various departments. As far as the overall schedule is concerned, the planning of the event is relatively late. The planning case was started in mid-September, and only two weeks were reserved to implement the specific work, so the time schedule was insufficient. The DM list on the 26th came out. Due to the inexperience of the planning department and the unfavorable influence of the objective environment, there are many loopholes and deficiencies in the production of DM, and the planning department is mainly responsible for this. Delivery didn't start until 27th, and Qian Sheng and Xintiandi have already started the pre-heating activities before 1 1. The publicity method of activities is also single, limited to large-scale gatherings in towns and villages, with narrow crowd coverage and single consumer groups. No.30 LED advertisement came out, and the advertisement was made roughly, which did not achieve the expected display effect. Since September 30, there are still many arrangements in the mall that have not been handled properly, making the whole activity more passive. There are many details about the placement of floating balloons and arches. First, the floating balloon is not inflated enough after it arrives at No.2, giving people a feeling of powerlessness; Second, the archway publicized by the mall activities was placed behind Suning's archway, which affected the publicity effect to some extent (the placement position of Suning's archway was notified in writing in advance and a fixed placement position was arranged, but Suning did not place it as required and did not ask the planning department). Moreover, in the preparatory stage of the event, due to the lack of overall planning, I didn't realize that the number of flagpoles hanging in the mall was insufficient and it was not repaired and replaced in time, which led to an unsatisfactory promotion atmosphere.

Activity execution stage:

The overall activity execution is poor. Regardless of the size of an activity, "strategy accounts for three strokes and seven styles", which shows the importance of activity implementation. Even if no one implements the best strategy, it is still equal to zero. There are also many shortcomings in the implementation of the whole activity.

First of all, in the mobilization work of the Eleventh Activities, the propaganda and cooperation work of the departments is slightly lagging behind. The sales and statistics of DM single advertising space are not satisfactory, and only seven businesses put into production, which directly leads to the loss of DM single printing funds. And failed to reflect the actual promotion efforts of participating businesses, and failed to count the names of stores that actually participated in the lottery. As a result, the content of DM sheet is single and lacks temptation.

Secondly, in the process of selling lottery cards and issuing special credit cards for lottery tickets, supervision is a bit lacking. According to the investigation of the planning department, the following reasons are obtained: the pricing of special credit cards is higher than in the past, business owners do not trust the management and decision-making of the world commercial city, and the supervision during the issuance of special lottery credit cards in the lottery stage is not enough, which leads to many business owners not paying special lottery credit cards on their own initiative in the sales process. This situation indirectly led to less than 7,000 lottery tickets in 7 days. Another reason why the lottery atmosphere is not strong is that the customers in the shopping mall are mainly township residents, and the flow of people in the shopping mall during the eleventh period did not achieve the expected effect.

Thirdly, due to the insufficient number of staff in shopping malls, many staff members have to hold several jobs, and the implementation of many specific tasks is far from the expected results, which affects the overall effect of the activities. For example, there are few flags hanging, and the festive atmosphere and activity atmosphere of shopping malls are not ideal.

Finally, the coordination among departments is poor. In this promotion, the coordination between departments is not ideal enough, so that there are many flaws in the details of the connection between departments. The broadcast draft of the Eleventh Promotion was not well connected with the promotion information of the Operation Management Department, so that there was an error in the broadcast of Xinying Fashion Shoe House, and the business owner found us, which also made us look very passive.

Three. Activity suggestion:

To overcome all kinds of difficulties and avoid the above-mentioned situation in future activities, every activity should be carefully planned; All departments cooperate closely; The staff carried it out.

1, activity planning must be carried out 30-45 days in advance;

2. Publicity activities need to be carried out one week in advance, with various publicity methods;

3. Complete the atmosphere layout inside and outside the venue two days in advance;

4. Strictly control the materials needed for activities;

5, do a good job of emergency plan, let the mall play an active role in all kinds of emergencies;

6. After the event, all venues will be reserved for three or four days to let more people know about our store and let them know that our store is often doing activities, so as to pay more attention to our store.