Share the members of Laogao Crown Club: Teach you step by step to do a good job in event marketing

This is a sharing about event marketing by Huang Jones, a member of Laogao Crown Club. It is very practical and detailed. If you have any doubts about event marketing, you can take a good look. If the event is not effective, you should take a good look.

The following is the full text of the speech:

Hello everyone, I am Huang Jones from Boyang Home Textiles. I personally think that everyone here will do more attentively than us, because you are real practical experts. So this time I mainly share the marketing ideas of Boyang Home Textiles for preparing an event. I hope to bring some help to everyone through our introduction, and I also hope that everyone can give us some suggestions to help us do better !

Regarding marketing ideas, I will talk about them from three lines.

Article 1: Brand line; Article 2: Product line; Article 3: Marketing line.

Brand Line

The brand line is the most important line that runs through a brand’s life. It may involve a brand that wants to be a brand that has been a decade or a century-old brand. First of all, we must clarify how to do the brand line, and each event should be carried out around this line. We will explain in detail how to position and tell stories in the specific brand line. For example, if we have a one-year brand plan for this brand line, we will do a life-discovery activity around this brand line, and conduct regular activities on this topic every month to let everyone know that this brand has this activity. Our positioning, for example, we want to do a small event this time, so what is its positioning?

First of all, brands will have a set group, such as age group 25 to 35 , users are female users, and other positioning, such as style positioning, etc. We will have an overall positioning. What is our positioning for an upcoming activity must be clear.

Next is our story. Each brand has its brand story and brand history. An event also needs its story to support it. Now Taobao or Tmall hopes to do a small and beautiful event. In fact, the story is the very good added value that the teacher told yesterday. It (the story) will become a good support, rather than making the buyer think that we are purely selling goods.

Product Line

Product line. Everyone knows that the most important thing in every event is our goods. It is very important to develop our product operation ideas around our products.

1. First of all, we must be clear about our own goods structure, whether it is the inventory goods we already have or the structure of goods we will need at the event. This is very important and everyone needs to clarify their cargo structure.

2. Next is the sales share. Because every time we sell, we have a goal, such as indicators set by our leaders or indicators set by ourselves. For example, we have to do ten million in this event, so our sales share is divided through the split, and we must be clear about the sales share of each category of the product, so that we can repeatedly verify whether the product structure is reasonable.

3. Then the third one is the main product, which is what people often call a hot product or the product we need to give it the best display and exposure opportunities. It is the main product, which can be one or multiple models. We also need to consider how much display and promotion we should give it or how much advertising and funds we invest.

Marketing line

From the marketing line. Generally, our plan is to disassemble indicators. For example, if the indicator is 10 million, how should we disassemble these 10 million indicators to make these 10 million be implemented. Next is integrated marketing, the concept of integrated marketing has been proposed for a long time. In my understanding, in addition to integrated marketing on activities or the same task, for me personally, products also need integrated marketing, whether it is its price, style or platform. We have many platforms to use. This morning, Teacher Yang shared with us traffic from different places. How can we use traffic more efficiently?

Because the customer bases brought by different sources of traffic are different, the discount intensity they need is different, the pricing of the product and the product style they need are. So how to integrate these platforms to complete our highest sales requires us to think deeply about how our integrated marketing is done.

Next is the activity rhythm. I personally think the activity rhythm is the most important in the preparation activities. Why do you say so? Because if we grasp the rhythm of the activity, we can achieve the best results on the day of exposure . We will divide the general activity rhythm into preheating stages. So what kind of activities do we need to prepare during the warm-up phase? For example, through WeChat, Weibo or other platforms, we first preheat the heater in the early stage, and then we can promote the final explosion during the heating stage.

Regarding the ideas just now, I have summarized three more important specific explanations.

The first is the idea of ​​organizing goods . I personally think that the most important thing is whether an activity can be done well is the goods.

The second is event integration marketing , integrating all the resources at hand and the resources we hope to acquire.

The third is the activity schedule , which is the most important means we need to implement directly.

Product organization ideas

We generally organize the product organization ideas from three aspects.

The first aspect is to organize according to the goals. The goal is the indicators given to us by our leaders or set by ourselves. Through the goal, we organize the goods, that is, sales and dismantle.

The second aspect is to organize according to categories. Because each brand will have its own category, which is generally divided into first-level categories and second-level categories. Being clear about the sales share of each category or our own accurate estimates can enable us to better grasp our inventory.

The third aspect is to organize according to the theme. In a small and beautiful environment, we will have various small themes and organize goods according to them.

Then let’s talk about this simple formula: UV multiplying the conversion rate and multiplying the average customer price is the turnover we want to make. When the target is organized, that is, when the indicators are dismantled, it will be divided into many small projects, so how much sales each small project needs to account for, and then we estimate how much UV will come in for this project. Generally speaking, the average customer price of different UVs and conversion rates will also vary, so we must accurately implement the indicators of each small project in this event. Different from big events like Double Eleven, can we also predict daily small events accurately? In fact, it is based on many previous activities that we make every judgment accurate. Maybe we cannot make accurate predictions at the beginning, but I believe that as long as we can summarize and analyze the activity every time, we will achieve the expected results and accurate predictions in the next activity. Estimates are really important. They are related to whether our inventory can be turned over normally and whether cash can flow normally.

Then there is the organization in the category. We generally divide the organizations in categories according to the level, first-level categories and second-level categories. For example, the first-level category of our home textiles is four sets, followed by quilt cores, pillow cores, mattresses, etc.; the second-level category is more subdivided, for example, the kits will be divided into active, tribute satin, ordinary cotton or frosted. Depending on different activities and seasons, the proportions of these categories are different, so what is the most suitable proportion? This also requires everyone to observe the data for a long time to get a more reasonable ratio. In addition to categories, I also think about the proportion of best-selling products in our inventory, or the proportion of unsold and normal products. What are the proportions of these, and is their respective proportions reasonable? This is also quite important.

Another one is to organize according to the theme. The picture is very simple. We will have a plate of goods. This plate of goods may be our existing inventory, or some goods that we are about to arrive in the warehouse or some goods we plan in the future. Then we will circle them in this product that is more in line with the theme of this event. In order to determine the products with clear definitions, of course, it can also be used as some products with production capacity that are not exactly the same as this style. Then from this theme-style product, we will also circle the main products, which are the hot products we hope to create, or we will give it more opportunities to show and focus.

Event Integrated Marketing

Then I will talk about my personal experience in integrated marketing summary. From three aspects,

The first is the integration of daily activities . For example, this is an event we are about to prepare, but there will be many other small activities around this event. There may be other activities before this event or when this event is intersected, other activities will also be carried out at the same time or cross-sected. We also need to consider how to integrate these activities with the activities to be carried out this time.

The second is the integration of platform activities . There are many platforms that provide us with, such as gold coins, special sales on Juhuasuan platform or pre-sales on Tmall. I think we can also properly integrate how we should best utilize the resources of these platforms.

The third is the integration of our event products . In each event, we will frame dozens of items as the products to be launched. So how do we integrate these products? First of all, the integration of daily activities. These activities are different activities that we launch every day or every week. What if we integrate them in the rhythm ? We have weekly activity rhythms, monthly activity rhythms, etc., which require us to consider how to grasp the activity rhythm in a longer period of time. For example, the March event we are about to do this time, how can we integrate the rhythm of this event into this quarter? Another is the integration of activity intensity, such as the flash sale, coupons we are doing in daily life, and some buying and giving away activities, as well as regular awakening of members. If we define these as well-known events this month, then we will do some upgrades at this time. For example, there is a flash sale event a day, and we will integrate it into three games during the peak traffic period, at 10 am, 3 pm and 8 pm. For flash sales, according to our long-term observation, its effect and click-through rate are still very good.

The above can also play a very important role in preheating the event. Then there is the promotional intensity. We originally wanted to buy a kit and get a pillow, but at this time we could upgrade to buying a kit and get a quilt or two pillows. For example, if you usually get coupons for 500 yuan, you need to give more efforts in this activity, such as buying 500 yuan and 50 yuan, and the same is true for members. Usually we just circle some members to wake them up. At this time, we can awaken more members and send them text messages , EDM and so on.

Then there is the integration of activities of a platform . In fact, the platform is the source of various traffic I just mentioned. How do these platforms integrate? First of all, we must clarify where the main battlefield of this event is? We can grasp the event collection at one time by clarifying where the main battlefield of the event is, and we must also be clearer about its main and secondary, because we must allocate the rhythm, intensity of the event and time of display. First of all, we use pre-sale as the preheating link, so we will advance its time node to before the official event, and the activity intensity and display time should be slowed down because it needs to be coordinated with the later explosion, mainly focusing on individual items and store attention and collection.

Then the other one is the integration of active products .

Through long-term activity experience accumulation, each platform has different discounts on products, so we must first pre-embed the products. Everyone knows that the event is very strict with the lowest prices in history. Frequent updates and replacements of products are very undesirable. How to accumulate sales? We must consider the pre-embedding of products in the long run. First of all, when new products are launched, the price cannot be discounted at once, because it is for the purpose of making the later activities more powerful. Then we can make a new price. Last time I saw a store’s new price. This is a discount that only takes a few days, and then the price will be raised. In this way, everyone will know the real reserve price and maintain this price in the future. This is also OK. At least everyone will know that your home is launching new products, which is really doing promotions, rather than giving a reason to do promotions every day, so we must pre-embed the price so that the products can explode in a major event we hope for. Because buyers are actually very simple, their eyes are also bright, and they can feel whether the promotion at this price is real or being deceived. Therefore, it is a long-term plan to make pre-embedded prices. The style pre-embedding is actually the pre-embedding in the category. For example, the products we promote in spring and autumn must be different, so the choice must be different. We must make a foreshadowing before the event comes. The style of pre-embedding is simply a way to connect the past and the future, and this event lays the foundation for the next event.

Another one is commodity distribution .

Because we define the discounts for each product differently. For example, when the new product first comes, the collections are different and the popularity is different. According to these different strengths and different commodities, we will distinguish and distribute them and divide them into different activities, which requires us to integrate the commodities.

Then there is the issue of profits becoming well-known. Profit empowerment is what all companies and merchants want to do, that is, make more money. Is it mainly sales or gross profit? This is something that requires everyone to balance and integrate.

Actually, there is something I want to say when it comes to products. How do we make the product explode in daily activities? In fact, this is just like we care for children. When they are just born, did we give them the most attention, or did you guide their lives during their rebellious periods in their lives, so that they can embark on a better path that can realize their life values? The same is true for commodities. Only when we devote all our attention to it, then deploy every node of its life, and then it may explode in the future at the time you expect.

Activity schedule

The last thing to talk about is the progress of the activity .

We usually make a very detailed progress table during the preparation period, activity period, and follow-up. The schedule will be divided according to our projects or according to our departments. Then for each sub-project and each department will have a designated person in charge, and the general activities will have a general person in charge. For example, for the March 22 event, we will make more detailed deployments from February 22 to April 22. We hope that when this event comes, our preparations will be completed and we can fully implement the subsequent related matters, without causing any hidden dangers.

Finally, I wish you all good activities! Do a sophisticated marketing!

Text /@ Laogao E-commerce Circle Organized

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