In the fiercely competitive e-commerce environment, merchants should constantly change promotional tools and apply promotional tool combinations to make promotional activities as interesting, fun and affordable as possible. For example, a combination of promotional tools can be used in a single promotion, or multiple promotions can be designed and different promotional tools can be used in turn. The combined application of promotional tools is more difficult than the application of a single promotional tool, but it can achieve better results. Although many current promotions are designed as combined tool applications, special attention should be paid to the fact that a single promotion should not be designed to be too complicated. In particular, in e-commerce consumption scenarios, the separation of people, goods and promoters makes it difficult to combine some promotional tools. For example, it is difficult to implement “physical new product experience + discounts”. However, the combination of “buy and get free + share coupons + comment cashback” has been repeatedly verified to have a good “quick transaction + fission and new customers + drainage” effect, and is also a combination that is easier to achieve in e-commerce than in traditional businesses.
Generally, there are the following key steps in formulating a promotion plan:
(1) Clarify business objectives and overall marketing objectives, and here we define the promotional objectives within a time period.
(2) Plan one or several promotional activities according to the promotional objectives. Of course, each promotional activity should set the objectives of this activity.
(3) Reasonably set several promotional activities within the above time period and control the rhythm of the promotional activities.
(4) Conduct a preliminary evaluation of the promotion plan, which can be self-evaluation, evaluation by others, or a combination of the two. Optimize the promotional activities and sequence based on the preliminary evaluation results.
(5) Finalize and deliver for implementation.
Major promotional activities generally also arrange rehearsal and testing steps to ensure that the promotion is effective, the promotional tools are appropriate, and the promotional benefits are optimal.