TEACARETHYMELAUNCH黑人运营方案Final

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,6/30/2016,#,2021 TEA CARE THYME LAUNCH,运营方案,2021/02/20,Agenda,Background&Objective,Opinion Forming,Decision,Purchase,Active Research&Evaluation,Trigger,Brand+Product Relationship,Understanding Our eWHO Path To Purchase,Content Drives The New Customer Experience,The right content opens conversations,creates relationships,turns customers into brand advocates and then customers.,Right Story,Right Time&Place,Right Content,Results,Social Strategy,阶段,一,盲订,上线,Promotion Timeline,April 23,April 24,April 25,预热,预热,活动,Media Spot Plan&Scheduling,23日,24日,25日,26日,27日,合计,预计数据,置换,套餐,-,-,A,套餐,-,-,335,000,PV,置换,货值,-,-,195,000,-,-,195,000,2,625,000,钻展,-,40,000,60,000,30,000,10,000,140,000,1,250,000,置换广告位,20,万,钻展,14,万,A,套餐,B,套餐,Promotional Mechanisms,档别,限量,时间,活动机制,10,元档,无限,2327日,随时,可付款,20,元档,100份/天,2527日,每天早上,10,点，晚上,8,点，分别,50,份,秒杀,100,元档,10份/天,2527日,每天,12:30,开秒杀,执行,黑人的盲订会在天猫超市进行,盲订分三个档次,分别是,10,元,20,元,100,元,其中,:,10,元为无限量,(,礼盒,+,牙膏,),20,元设置为每天,100,份,(,礼盒,+,香水,+,牙膏,),100,元设置为每天,10,份,(,礼盒,+,施华洛世奇,+,牙膏,),Media User Flow,猫超站内可执行,钻展,置换,广告,位,:,另,，双微社区推广,配合,可集,赞满,20,个送,10,元,套餐,满,50,个送,10,元,套餐,旗舰,来,发予,设计,独立活动页面，所有用户导流到此活动,页面,Advocacy&Sharing Mechanisms,抽奖活动,设计,一张,DM,放,入打包好的产品,中,(,偷放,),DM,设置微信公众号二维码,内容,主要,收到,礼盒发表感想和好评到朋友,圈,关注,公众,号,将,分享的朋友圈截图发给公众号,5月20日在所有分享反响用户中抽取5名幸运儿,分别送iPhone 6s玫瑰金64G一部(25000元),Tracking&Performance Review,TOUCHPOINTS(MEDIA),COMMUNICATION ASSETS,SHOPPER EXPERIENCE,MERCHANDIZING,Tracking&Performance Review,置换广告及钻展的,PV,和,UV,(,活动,曝光人,群量,感,兴趣和参与,人群量,),3档礼盒的成交数据,转化率(人员的反响效果),微信公众号新增粉丝量及分享传播人,群量,(,活动效果,品牌积累量,),Important Dates&CPS,事项,起,止,设计方案,2016-03-28,2016-04-02,与平台确认活动方案,2016-04-04,2016-04-06,活动素材准备,2016-04-18,2016-04-20,备货（打包产品）,2016-04-10,2016-04-13,预约送货,2016-04-13,2016-04-19,入库上架,2016-04-20,2016-04-22,活动预热,2016-04-23,2016-04-25,开始活动,2016-04-25,2016-04-27,分享传播,2016-04-23,2016-05-04,总结,2016-04-30,阶段二,正式上线,盲订,上线,May 1,May,20,May 31,配运营生意方案,Media Priority,明星店铺,品牌关键词,浏览购置类似店铺用户,竟品用户,通用关键词,类目关键词,竟品关键词,Priority,基数,销售,Maintain old users and recruit new consumer,Loyalty program by CRM,and retention by,钻展,Choose target groups by CPCR,Media Spot Plan&Scheduling,旗舰店 20万&猫超各分 14万,具体参考最底局部拆,旗舰店,X日,X+1日,X+2日,合计,预计数据,直通车,50,000,50,000,35,000,30,000,UV 120,000,CRM,10,000,5,000,5,000,20,000,/,钻展,65,000,50,000,35,000,150,000,PV 750,000,猫超,X日,X+1日,X+2日,合计,预计数据,置换,套餐,C,套餐,C,套餐,-,140,000,PV,置换,货值,60,000,60,000,-,120,000,1,400,000,钻展,15,000,5,000,-,60,000,475,000,POTENTIAL USERS,Precise Targeting Through Segmentation,Related Interest Group,Loyal,Users,NEW USERS,Relevancy,EXISTING USERS,Low,Brand Consideration,Group,High,Competitor Consideration,Group,Precise Targeting Through Segmentation,01,Store Interactions,02,Similar Categories,03,Interests,04,Time and Region,PRECISE TA,Targeting Groups:,Loyal Users,Bounced Users,Precise Targeting Through Different Variables,Optimize Product Selection&Creative For Better Engagement,Product D,Product A,Product B,Product C,CTR,CR,Keep,Promotion,Pause,Creative,Creative,Brand,Equity,Call for,Action,Product,Benefit,Simple&Authentic Brand Equity,:,Powerful product package with authenticity&credibility claims,i.e.Country of Origin,Flagship Store,Endorsed Product Benefit:,One strong benefit claim along with endorsement claims,i.e.“Hot Sales,“Number 1;“Endorsed by/Used by XXX people,“Quality Guarantee,Promotion&Price:,Monetary benefit including pricing comparison,discount,GWP,Free Shipping,Limited Offers,Promotional Mechanisms,(1),设置,独立的活动页面，猫超和旗舰店都每天分别抽取,10,名幸运儿送花束，统一主题分别开展,(2)旗舰店实现抓捕游戏模式获取优惠券应该能实现,在淘宝的(效劳市场)可找到类似的插件,也可以联系类似软件的设计者进行定制,设计,还,可联系品类小二提议方案实现寻求协助,执行,黑人会在天猫超市以及旗舰店继续销售牙膏，并每天抽出10位幸运儿，送上Rose Only的鲜花束(里面有假设干百里香),其次，旗舰店会装潢成一间紫色的花店，里面会有一些走来走去的茶多酚小精灵，我们可以通过鼠标捕获，获得优惠券,Media User Flow,旗,舰店,钻展,直通车,会员短信,微淘,双微,猫超,分别开展,各自独立页面,用户导流到活动,页面,Advocacy&Sharing Mechanisms,日在所有分享反响用户中抽取5名幸运儿，分别送iPhone6s玫瑰金64G一部25,000元,旗舰店,&,猫超分别开展,抽奖活动,设计一张,DM,放入打包好的产品中,(,偷放,),DM,设置微信公众号二维码,内容,主要,收到礼盒发表感想和好评到朋友圈，关注公众号，将分享的朋友圈截图发给公众号,Tracking&Performance Review,旗,舰,店,可,查看,PV/UV/,转化率,/,销售额,客单价,ROI,猫超,置换,广告及钻展的,PV,和,UV,(,活动,曝光人,群量,感,兴趣和参与,人群量,),3档礼盒的成交数据,转化率(人员的反响效果),微信公众号新增粉丝量及分享传播人群量(活动效果,品牌积累量),参考阶段一结束后双方对活动效果分析后确定新的维度内容,KPI,猫超,参考,阶段一结束后的,结果,可能,定粉丝增,加数,分享,参与抽奖,人数,活动,UV,活动,销售额,等,旗舰店,可以,考虑设置,ROI,参考,直通车和钻展优秀时期,ROI,展现,转化,UV,CTR,Quotation,April,May,Category,Roles,Unit Cost,FTP,Cost,FTP,Cost,Brand Communication,Account Manager,30,000,0.5,15,000,1,30,000,Operation,Operation Specialist,25,000,0.5,12,500,1,25,000,Platform Specialist,20,000,0.5,10,000,1,20,000,Data Analyst,15,000,1,15,000,2,20,000,Media,Media Optimizer,25,000,1,25,000,2,50,000,Strategy,Strategy,3,0,000,2,60,000,3,60,000,Total,112,500,205,000,