Summary of marketing activities 1 Since the beginning of this year, according to the unified arrangement and deployment of provincial branches, a bank has seized the "two festivals" peak season and vigorously implemented comprehensive marketing activities with the theme of "Golden Key Spring Action Grow with You", and achieved remarkable results in the development of various businesses. By February 5, 20xx, the total amount of various deposits reached billion yuan, a net increase of billion yuan over the beginning of the year, of which the total amount of personal savings deposits was billion yuan, a net increase of billion yuan over the beginning of the year; The loan balance was billion yuan, a net increase of billion yuan over the beginning of the year; The income from intermediary business is million yuan, of which the income from bank card is million yuan.
First, strengthen leadership and carefully deploy the "Spring Action".
After the provincial branch decided to implement the "Spring Action", a bank quickly convened the president's office meeting, executive meeting and staff meeting to convey and implement the spirit of the provincial branch and study and arrange the marketing activities of the "Spring Action" of the whole bank.
First, strengthen leadership. In order to raise awareness, let all levels effectively strengthen the organization and leadership of "Spring Action". The Party Committee of the sub-branch repeatedly stressed at the executive meeting and directors' meeting that the plan for one year lies in spring, and during the "two festivals", people flow, logistics and capital flow are highly concentrated, which is a scarce resource that cannot be regenerated within one year. Grasping the opportunity firmly and doing well the marketing work of "two festivals" is of great strategic significance for successfully completing the annual work target of the whole bank. Through repeated transmission, the main responsible persons of all units have generally enhanced the sense of urgency and responsibility of "Spring Action" and greatly improved the initiative of their work. At the same time, the sub-branch established the comprehensive marketing leading group of "Spring Action with Your Growth" in time, with the Party Secretary and President as the team leader, the Vice President as the deputy team leader, and the heads of the front and back offices of the sub-branch as members; Each unit has also set up a working group with the principal responsible person as the team leader and the business backbone as the members, clarified the specific responsibilities of the team leaders and members at all levels for the work objectives, measures and implementation of the "Spring Action", and effectively strengthened the organization and leadership of the "Spring Action".
The second is to refine the marketing plan. All branches issued the comprehensive marketing implementation plan of "Spring Action with Your Growth" in a timely manner, detailing the action time, participating units, organizations, action objectives, marketing strategies, main guarantee mechanisms, assessment indicators, evaluation and rewards of "Spring Action". By establishing a team of account managers, building a comprehensive marketing platform, enriching financial products, optimizing customer structure, and improving the guarantee mechanism, we will strive to build a five-in-one comprehensive marketing system to realize the scientific, professional, standardized and systematic promotion of marketing work. Make the marketing plan have strong guidance for the marketing work of the whole bank.
The third is a strong publicity campaign. On the basis of full preparation, the sub-branch held the marketing mobilization meeting of "Spring Action" in time. At the meeting, the party secretary and president of the sub-branch made a keynote speech entitled "All staff take emergency actions to seize business opportunities and realize the first season marketing of" Spring Action ",which greatly boosted the morale of the whole bank; The leaders of the branch in charge and the heads of relevant departments redeploy the marketing activities; Representatives of various departments and branches made speeches. The "Spring Action" marketing activities of the whole bank were launched vigorously and enthusiastically, which laid the foundation for winning a good start.
The second is to implement measures to quickly set off the climax of "Spring Action"
First, the main person in charge of each unit stands in the front line of marketing, taking the lead in commanding and setting an example. Second, the windows are fully opened, and all-weather full-load operation is implemented. The third is to go out to the market and grab high-quality customers from other banks. Fourth, increase publicity. While all branches make unified use of television, newspapers and large-scale outdoor advertisements for publicity, all outlets make timely use of radio, mobile propaganda vehicles, pull banners, set up consultation points in crowded areas such as stations, docks and residential quarters, and carry out publicity work in an all-round way to form an all-round and three-dimensional publicity atmosphere. Fifth, do a good job in quality service and ensure the "three good" of good appearance, good service facilities and good civilized language. Differentiate services for high-value customers and solve the problem of long queues for customers' deposits and withdrawals as soon as possible. All units strive to improve the service level by grasping posts and training; Strive to improve the service level by training star-rated employees; By paying close attention to rewarding the superior and punishing the inferior, we will strive to improve the service level, reward the excellent service, and impose heavy penalties on those who quarrel with customers, have a blunt attitude and have low service efficiency. Sixth, strengthen the function of up-and-down linkage and overall marketing, implement integrated marketing of assets, responsibilities, intermediary business and local and foreign currency business for high-quality customers, and enlarge customer value in all directions.
The third is to strengthen supervision and further promote the "Spring Action"
During this period, the sub-branch held the executive meeting and the meeting of directors of urban areas and towns, listened to the marketing report, analyzed and coordinated the existing problems, promoted the "Spring Action", rapidly expanded the achievements, and pushed forward in an all-round way. In view of the overall slowdown of marketing in the middle of 1 month, the sub-branch issued the Emergency Notice on Doing a Good Job in Current Marketing in time after on-the-spot investigation, and put forward six specific measures to speed up the marketing progress. The leaders of the packaging branch and the office of the packaging department personally distributed them to all outlets, personally organized employees to learn and personally implemented them, which quickly reversed the rigid situation of stagnant marketing work. The sub-branch asked the package department to strengthen contact and guidance with outlets to help outlets solve marketing problems. For general problems, those that can be solved on the spot can be solved on the spot, and those that cannot be solved can be collected and reported to the leaders in charge in time to create conditions for timely solution.
Summary of Marketing Activity 2 Our activity time is 4.29-5.2, but it actually started in mid-April.
First of all, April 1 day community month-long publicity activities! Take Tangjiadun store as the center, and settle in the surrounding new and old communities. For the old community, it is mainly to trade in the old for the new; The new community is a new housewarming residents, decoration users and married families. Publicity means include distributing single pages, handling membership cards for free, registering trade-in users and pre-storing deposits. At first, others questioned our authenticity and held a wait-and-see attitude, but after a long time, they also dispelled our concerns and enthusiastically signed up.
Summary:
1. Continue the good activities before. During last year 1 1 month and this year's Spring Festival, pre-deposit activities were carried out. Beneficiary customers will continue to deposit in advance, and they will also bring their relatives and friends to us. Not only customers benefit, but also customers can be locked in to prevent customers from losing!
2. Standardize the stationing of propagandists and strengthen publicity! The staff in the station must be dressed neatly and wear work tags, so that customers will have trust in us and will not think that we are selling dog meat. In addition, make public no longer wait for him, but take the initiative. Distribute leaflets to the guests, detailing the activities.
3. According to different communities, the main promotion activities are also different. The old community mainly engages in trade-in activities, encouraging guests to exchange the old on site and register the old at one time. Once the guests hand in the old ones, they will definitely go to the store to buy new ones in order to save trouble and get the old-for-new fee smoothly. The new community is mainly based on pre-existing deposits, and new guests need to decorate and get married. They will buy a full set of household appliances at one time, so they can deposit in advance, which can not only double their use, but also receive gifts on the spot with many discounts.
Followed by 4.29-5.2 shop activities! It is open from 8:00 am to about 2: 00 pm/kloc-0. 4.29 is a group buying night for friends, relatives and members; 4.30 is the group buying night in the residential area; 5. 1 Buy a group night for Vanke owners, and you can get a discount card with valid documents. In addition, home appliance consultants accompany customers in the whole process of shopping, help customers choose the right home appliances, and strive for the biggest price concessions and gifts for customers. In order to better serve customers and disperse the flow of people, the store has added a number of checkout counters, and the gift distribution department, packaging department, membership card processing department and parcel reception desk have also been divided into different positions. This time, I was arranged at the package reception desk. My main task was to call the home appliance consultant immediately if someone came to buy the package. Because there are many customers, home appliance consultants have a lot of lists on hand, and they are really busy. At this time, if the manager approves, I can accept them.
Summary:
1. Adhering to the company's business philosophy, "innovative management, caring service". When someone needs a home appliance consultant, contact the home appliance consultant as soon as possible to serve the guests. If you can't get in touch, put him on it immediately (with the approval of the manager in advance) and don't keep the guest waiting. Because we are also trained for a long time, it is our aim to satisfy our customers when we can't do our best.
2. Cooperate with all departments to successfully complete sales and service. Because there are so many people, every counter, cashier and front desk are crowded with people. When waiting for the guest to pay the bill, I found that there was a slight friction between the guest and the cashier, so I took the initiative to discourage it and made the cashier procedure smoother. Although it only accepts guests who buy home appliance packages, the reception desk is next to the main service desk, so if someone comes to consult, they will take the initiative to help the reception desk disperse people and make the work better.
3. Do every sale well, and don't let customers run away. Although this is the first reception package, we should try our best to do it well. When you encounter something unclear, you should immediately ask the long-qualified employees, counters and managers, and never make your own decisions. If you can't handle the order, you have to apply for resources, but it depends. If the guest's demands are too high and beyond the bottom line, you should say sorry to the guest.
After this May Day activity, people are really tired, but they have also learned a lot, which is worth it. In addition, if anyone wants to buy home appliances, please choose Tangjiadun Store!
Summary of Marketing Activities On September 8th, the company organized middle and senior managers to Huairou Chengtong Training Center to carry out a series of activities with the theme of "training development". This outward bound training reveals abstract and profound truth through four projects: breaking ice, breaking bridges at high altitude, trusting back and crazy market, which enables us to find back precious things worn away by time in our work: will, passion and vitality. This makes us more deeply realize that in fact, each of us is very powerful, and everyone has potential abilities that have not been brought into play in our daily work and life. As long as we have the confidence and courage to face them, there is no problem that cannot be solved.
Each team is named by the team members themselves, and the team song and number are selected. Before and after the project started, we all sang team songs and shouted team numbers, which made each of us feel that we were not alone, but in a team. To successfully complete the training program, we need everyone's efforts and full cooperation. There is no gap between us, but we help each other and cooperate with each other. This makes me feel that if we all have the same slogan and keep pace in practical work, we can become a United and competitive team.
The most impressive thing in training is the trust back fall, which is the representative project that can best exercise team spirit. When students stand on the platform of 1 7 meters and fall straight backwards, the students under the platform will hold up a "human bed" with their hands to catch the students who fall off the platform. If the students on the stage don't trust the people under the stage, they may get their butts off first, which will do great harm to the students below. If the audience doesn't trust the people on the stage, they may run away, so the harm to the students on the stage can be imagined. The key to trusting back falls is to trust teammates. In back falls, teammates built a bridge of life for those who retreated. When we have a crisis of trust in our peers or teams, we will be suspicious and unable to face each other sincerely, and then act out of shape and cheat. What we do will not only get support, but also harm the interests of the team and ultimately hurt ourselves. This activity also made me realize that the more I trust others, the safer I am. Only when the mind is relaxed and the posture is standard, the person who falls is the safest, and the person who picks it up is the least labor-saving.
In the whole process of outward bound training, each of us is satisfied with our smooth clearance from beginning to end and cheers for the success of our peers. Even after the whole training process, everyone is very tired, but everyone is talking happily about the things in training, and they all feel endless aftertaste. Through this outward bound training, we have strengthened our self-confidence, honed our perseverance to overcome difficulties, improved our ability to solve problems, and at the same time enhanced our sense of participation and responsibility for the collective. Also let us know that we are a team, each of us is a member of the team, and we can overcome difficulties by ourselves. Thanks to the support and encouragement of our teammates, we bravely took this step. Similarly, in the process of work, if we are all alone, without the assistance, support and understanding of our colleagues, our work will be difficult to carry out, and even the best ideas are empty talk. Although it is only a short day, I think this experience will definitely bring great help to everyone's future work.
Summary of Marketing Activities During the National Day holiday, World Commercial City organized a shopping lottery with the theme of "Prosperity, Celebration of Home and Country, Endless Gifts and Music". The activity lasted for 7 days, from 20xx 1 to 20xx 1, and the activity schedule was closely tied with 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.
Summary of Marketing Activities The special marketing activity of "Homesickness Month" in Mid-Autumn Festival in 5 ** years 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, the sales of "Homesick Moon" moon cakes had reached 36. 08.64 million yuan, 17 1 issued by the municipal bureau. 84%, and won the marketing activities. 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, the bureau leaders have taken the lead and rushed to 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!