Everest Brand Marketing Notes——
Starting with the end in mind, it's important to be clear about what the campaign wants to achieve.
1. Project background
With the improvement of living standards, people's demand for healthy drinking water is increasing. In order to increase brand awareness, expand market share and increase product sales, we plan to launch a purified water promotion.
Second, the goal of the activity
1. Enhance brand awareness and enhance consumers' awareness of the product;
2. Increase the sales volume of purified water products and increase market share;
3. Build good interactions with consumers and increase brand loyalty.
3. Theme of the event
"Healthy Living Starts with Drinking Purified Water" (Theme for Campaigns)
Fourth, the activity time
From 202X/X/202X/X
5. Venue
1. Offline activities: supermarkets, convenience stores, communities, etc.;
2. Online activities: official website, WeChat official account, social media, etc.
Sixth, the content of the activity
1. Offline Activities:
(1) Set up a display area: set up a pure water display area in supermarkets, convenience stores and other locations to display product features, brand image, etc.;
(2) On-site tasting: provide free tasting, so that consumers can experience the taste of pure water;
(3) Promotional activities: purchase pure water for a certain amount of money, give exquisite gifts;
(4) Lucky draw: Set up a lucky draw, and the prizes include purified water, coupons, etc.
2. Online Events:
(1) Official website: publish event information, introduce product features, and provide purchase links;
(2) WeChat public account: push activity information and carry out interactive activities, such as answering questions to win prizes, sharing circle of friends, etc.;
(3) Social media: publish event posters, short videos, etc., and invite Internet celebrities and KOLs to participate in promotion.
7. Activity steps
1. Preparation:
(1) Determine the theme, time, and place of the event;
(2) Design event posters, leaflets, etc.;
(3) Prepare prizes, gifts, etc.;
(4) Communicate with supermarkets, convenience stores and other cooperative merchants to determine the details of the event.
2. Implementation of the activity:
(1) Offline activities: arrange the event site, carry out tasting, promotion, lottery and other activities;
(2) Online activities: publish event information, carry out interactive activities, and monitor the progress of activities.
3. Event Summary:
(1) Collect activity data, such as sales volume, number of participants, etc.;
(2) Analyze the effect of the activity and summarize the lessons learned;
(3) Conduct a return visit to the participating consumers to understand product satisfaction.
8. Activity budget
1. Human resources: personnel costs such as event planning, execution, and publicity;
2. Material costs: event posters, leaflets, prizes, etc.;
3. Cooperative merchant fees: Supermarkets, convenience stores and other cooperative merchants share;
4. Other expenses: such as on-site decoration, event venue rental, etc.
9. Risk assessment
1. Problems that may arise during the event: such as weather factors, logistics and distribution, etc.;
2. What to do: Prepare well in advance to ensure that the event runs smoothly.
10. Follow-up
1. Conduct a return visit to the participating consumers to understand the product satisfaction;
2. Summarize the effect of the activity and provide reference for follow-up activities;
3. Continue to pay attention to market dynamics and adjust marketing strategies.