1. Marketing activity planning
The Lazada platform has a lot of activity promotions, large and small daily activities several times a week, super promotions include Bday, 618, 99, Double 11, Double 12 , as well as the merchant’s own marketing activity planning, etc. No matter what form of activity a merchant is participating in, event planning is indispensable. If you simply choose products to sign up, it is not a marketing activity. Marketing activities need to be planned in advance, and resources such as operations, supply chain, and visual design need to be coordinated to ultimately maximize the effectiveness of marketing activities and marketing performance.
Before the event: What should you consider when planning your event? Should you focus on promoting a single product or store sales? What is the basis for the main image product? Is there any data reference? Drive traffic conversion through low prices or attract consumers to enter the store and associate other products? In addition, event marketing effect prediction (sales, input-output ratio profit and loss prediction, conversion rate, number of after-sales reviews, etc.), on-site feed marketing, off-site marketing (social media, etc.) and marketing strategies, etc.
If you participate in platform activities, you must be clear about the event rules, discount requirements, inventory requirements, etc. when reporting the event. You must also be clear about the review rules, customer service response template settings, etc.
In the event: Arrange customer service to efficiently answer consumers’ questions, urge payment, conduct conversions, monitor sales and inventory data, and connect suppliers and platform customer service in a timely manner.
After the event: The most important thing after the event is to review, evaluate the effect of the event, review emergencies encountered in each link, summarize the advantages, disadvantages and optimization measures, so that the next event can be better done.
Pictures are the most important way of visual expression in e-commerce operations. There is a saying you can refer to: doing e-commerce is actually selling pictures. This shows the importance of pictures. Banners during event marketing need to clearly present the event theme, highlight event discount information, participation forms, and product core selling points and values, and ultimately guide consumers to place orders.
2. Recommendation of related products
Flexible use of platform promotion tools Flexi Combo (multiple items, multiple discounts), Seller Voucher (coupons), Free Shipping (free shipping), Bundles (bundles) ), PDP Banner settings; the design logic of promotional tools is very important. For example, the coupon settings of excellent merchants are designed according to the distribution of store price bands.
Displaying new products and top best-selling products is only the basis for event promotion. Every merchant will adopt this kind of promotion method. More importantly, how to drive the sales of the entire store through event planning is more critical.
It is ZNT Flexi Combo combination marketing. It sorts out product data based on Business Advisor data and recommends highly relevant product combinations. It can also conduct more in-depth research on consumer preferences, shopping habits, etc., thereby guiding Buy.
Associated marketing reference plan: event products are associated with high-profit products, event products are associated with low-traffic products, event products are associated with high-conversion products, etc.