The first model of the promotion plan:
I. Analysis of the present situation of _ _
1, new company in Xiamen.
2. Because there was a wedding photography company with the same name in Xiamen before the brand Xitang Cake entered Xiamen, people's cognition of the brand _ _ _ largely stayed in the concept of wedding photography.
3._ _ Before entering Xiamen, the wedding candy cake market in Xiamen has been divided by Anderson, Xiangyang Plaza, Ren Zhen, Zhongyu, Dahongzhuang and other enterprises. To compete with them, we need not only publicity, but also product differences. That is to say, we should adopt a differentiated strategy in product strategy.
Second, targeted strategies.
In view of the current situation, the most urgent things at present are the following three:
1, to reverse the brand awareness of Xiamen consumers _ _;
2. Open popularity;
3. Establish a brand image.
Accordingly, the above three purposes can be achieved through advertising and activity promotion. To reverse Xiamen people's cognition of this brand, we need to do large-scale activities and publicity. It is best to focus on large-scale activities, supplemented by publicity, but the intensity and breadth of publicity are necessary. This method is both expensive and effective. If there can be festivals related to its products, and the expenses can be accepted by _ _ _.
Method 1: Organize your own activities and invite the media to make publicity. That is, using public relations to plan news.
Method 2: do activities with Lisa Bella, and share the expenses in proportion. (That is, to cooperate with Xiamen's graded wedding photography or related enterprises. ) This will help new and old customers of Lisa Bella understand that _ _ is not for wedding photography, and help correct consumers' brand awareness of _ _.
Method 3: Advertise in mainstream media or focus media. The cost will be high. The cost of the mainstream media is high, but it has little effect, but it is very helpful to improve the popularity. Focus media has relatively low cost and strong pertinence, which is helpful to cultivate loyal consumers.
Method 4: Promotional activities at the counter of stores or shopping malls can only be short-term.
_ _ _ Road Store's Promotion Plan
First, the analysis of the surrounding environment of the store
1, located in the middle section of Hexiang Road, with convenient transportation, office buildings around and residential areas nearby, with strong purchasing power of residents.
There are several competitors' stores near the store, such as Anderson and Texiangbao. Although these enterprises are not competitors in the same grade, they are still strong competitors in the moon cake market at present.
City Gallery, Chengda and Hexiang Mall are all nearby, which can attract a large number of consumers.
The surrounding residents and office workers will basically know something about this store, and according to the clerk in the store, there are many people who buy moon cakes every day.
Two. Programme of activities
1, activity purpose: this activity is mainly aimed at the upcoming Mid-Autumn Festival, moon cake promotion, that is, increasing the sales of moon cakes in stores, while trying to digest the moon cake inventory and reduce losses; At the same time, we also take this opportunity to promote the brand and enhance its popularity and reputation.
2. Activity target: The main target of the activity is the people who want to give gifts, mainly because the packaging of the product itself is more suitable for giving gifts. The secondary targets are female white-collar workers and household consumption.
3. Activity time: September 24-29, _ _. Among them, the main work on the 24 th is publicity, mainly to inform consumers of the activities in the next few days; 25th and 26th are the main activities, and 27th, 28th and 29th are the secondary activities.
4. Contents of activities
1) Publicity: mainly distribute leaflets and put POP at the door of the store.
2) On-site activities: Considering the existing resources and materials of _ _ _, two activities are mainly arranged in the plan (the detailed rules for gymnastics implementation are formulated by Isabel).
A. send gift certificates and gifts. Of course, the premise is to buy moon cakes. Buy first and then send. If the customer requests or mentions that there will be an activity on the 24th, the consumer can buy a gift certificate first and take part in the activity when picking up the goods in the next few days, so that the goods can be prepared in advance and some timely feedback can be obtained. 25th and 26th are the main activities, mainly considering that most people don't have to go to work on weekends, and the Mid-Autumn Festival is approaching, which is the best time for consumers who haven't bought moon cakes yet, so there will be more people, which is the key time for the activities. The premise is that the propaganda of the previous day must be done well.
B, pastry knowledge consultation activities. Send two staff members to introduce the knowledge of preservation and consumption of _ _ _ products. The key point is to introduce the health and safety knowledge of eating moon cakes in Mid-Autumn Festival.
3) On-site information collection: The shop assistant must pay attention to the customer's age, gender, knowledge class, social level and other information, and judgment is very important. At the same time, we should also pay attention to the flow of people that day. This information needs to be compared and analyzed with the trading volume of the day.
5. Materials required for the activity:
A leaflets: including activity leaflets, company product introduction leaflets, mooncake and pastry food hygiene knowledge leaflets.
B. commodity preparation: moon cakes, gifts, etc.
C: Drinking water: This is for customers. There are two tables in the shop, which can be used by some customers who are interested in buying but a little hesitant, and can be used for negotiation, rest and so on.
D: others
6. Activity cost budget (omitted)
note:
1, store door is not big, pay attention to safety.
2. The design in the store is elegant and not suitable for too many people.
3. Pay attention to communication with urban management and industrial and commercial bureau.
4. Pay attention to the intensity of activity stimulation.
5, pay attention to the arrangement of personnel must be in place, there can be no blank spots.
6. Pay attention to whether things are allowed to be put in front of the store.
Activities must be targeted, so the design of leaflets must be targeted.
Model article 2 of the promotion plan:
I. Overview of the Project
_ _ _ Shopping Plaza has made great achievements since its opening. In order to further increase sales, expand influence, establish an excellent image in the hearts of residents near Gaoshui, Zheng Ping, and form a good reputation, a large-scale Spring Festival promotion plan is specially held. Strive to create a new high in passenger flow and sales since its opening, increase passenger flow intersection by more than 50%, increase sales by more than 40%, make customers feel tangible benefits, improve their reputation, become the first shopping center in the hearts of nearby residents, and form a certain influence on distant residents.
Second, the project purpose
The number of people has reached _ _ _ _ _
Sales reached _ _ _ _ yuan.
Complete quarterly task _ _% and annual task _ _%
Customer satisfaction has increased by _ _%
Third, the promotion plan
Activity time: around the Spring Festival in _ _ _ _ _
Venue: _ _ Shopping Plaza
Activity personnel: _ _ all staff of the shopping plaza.
Temporary salesman
Theme: year-end promotion, New Year promotion and Spring Festival promotion.
Focus of activities:
The Spring Festival in _ _ _ will be the peak of commodity sales. On the one hand, winter clothes, household appliances and other commodities will become popular in this season, on the other hand, the promotion of new year's goods will reach a peak. In addition to promoting the established target customer base, it is also necessary to carry out special promotion for members, unit group purchases and families. At the same time, while holding various commodity promotion activities, we should also attract people's popularity through cultural activities, render the atmosphere of the New Year, and hold some public welfare activities to enhance the image of the supermarket.
Activity content:
1, New Year surprise exchange rate
If you purchase over _ _ yuan, you can add _ _ yuan to purchase goods worth _ _ yuan; Shopping spending _ _ _ _ _ yuan, plus _ _ yuan can buy goods worth _ _ yuan (goods can be some practical goods, such as tea cups, rice cookers, hair dryers, etc. ).
Operating instructions: Go to the service desk to buy goods with the shopping receipt, and stamp the receipt to indicate that it is invalid. If you have bought a commodity, you can replace it with a commodity of the same value.
2, crackling to welcome the New Year
If you spend _ _ _ yuan shopping in the supermarket, you can puncture a balloon with a lottery ticket hidden in it. At least _ _ _ yuan, two pieces tied together, and so on, a single receipt is limited to _ _ _. Lottery setting: (the lottery ticket is scratch-off, 100% wins the prize, and the prize can be in kind or coupons).
First prize: there are five supermarket company logos and two winners on the lottery ticket, and the prize is a gift or coupon worth _ _ _ _ _ _ _ _ _ _. Second prize: four company emblems, five people, and the prize is worth _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Third prize: 3 company badges, 10, and the bonus value is RMB _ _ _ _ _ _; Fourth prize: 2 company badges, 20 people, and the bonus value is _ _ _ yuan; Fifth prize: 1 company badge, bonus _ _ yuan. Instructions for use: You can draw an area in the supermarket, put balloons of various colors, and customers can attach shopping receipts to the balloons.
3, shopping to send mugs-always feel warm.
It is no longer fresh to print images on T-shirts. With the constant change of fashion, people are now popular to print their favorite images and their own photos or photos of relatives and friends on ceramic cups, which is also commonly known as mugs. People can always feel relaxed or warm in their hearts when they are accompanied every day. Target customers: focus on young couples or a family of three. Print photos of lovers or family members on the cup, so that the person you like can stay with you at all times.
You can get a mug when you buy over _ _ _ yuan. Customers can choose to print their favorite pictures or photos of lovers or relatives on mugs, and the cost of each mug is about _ _ yuan. Standing is desirable, which embodies the charm of personality. It can be used as a special cup for yourself or as a gift for young people.
Equipment: You can rent the equipment of a professional personalized color printing shop, or jointly organize this activity with a professional personalized color printing shop.
4. Year of the Sheep Puzzle Contest
In the combination of two people, it can be lovers, parents and children, friends, spelling a "sheep" or a pattern with sheep (all contestants have the same pattern), which is faster than anyone else. Anyone who completes the puzzle and puts it right within the specified time can take the puzzle away and put it right for the fastest top three, and each person will be rewarded with a coupon of _ _ _ _ yuan. In addition, small gifts worth _ yuan will be given to all participants. Registration telephone number: (Announce the registration telephone number in posters and newspaper advertisements),
The number of applicants is controlled at about 30 pairs.
You can jointly organize activities with manufacturers, and manufacturers provide puzzles.
5, a suggestion is worth 1000 yuan-listen to your heart.
When the old year is about to pass and the new year is coming, it is very necessary to listen to customers' opinions, which will help supermarkets better summarize and reflect on the past year, and also help supermarkets to know how to better improve themselves in the new year. At the same time, this move will also make customers feel the sincerity of the supermarket.
Choose two weekends, and the supermarket manager will sit in person to listen to customers' opinions and suggestions. All customers who put forward suggestions will get a beautiful gift (worth _ _ _ _ yuan, such as desk calendar, small handicrafts with supermarket names or practical goods, etc. ), and those customers who make good suggestions can be given a reward of _ _ _ _ yuan after screening, which will be announced on the list the next day. If you think the suggestion is particularly good, you can also decide to give _ _ _ _ a reward on the spot. For those customers who put forward good opinions and suggestions, supermarkets can also hire part-time supervisors.
Operating instructions: a. The location can be selected in the central hall of the supermarket or at the service desk side, and a suggestion sheet (marked with suggestions, opinions, contact address or telephone number, etc.). ) Yes, there are pens, chairs, tables, etc. Everything is ready. B. The specific reward amount can also depend on the supermarket's own strength. Of course, the higher the amount, the more attractive it is. As the saying goes, "If there is a prize, there must be a suggestion." C. choosing the supermarket boss to take the class reflects the sincerity of the supermarket. It can be that the boss and the vice president are on duty in turn.
6. Other activities
Year of the sheep gift exhibition: gifts and commodities related to sheep, commodities with sheep patterns, such as tapestries, sheep puzzles, sheep modeling toys, etc.
Teaching of Scarf Weaving: In the cold winter, weave a warm scarf for the beloved. Do you know how to knit a scarf? Invite professionals to explain and demonstrate how to knit scarves in supermarkets, and provide materials for customers to choose.
Four. Implementation and control
1. Expense management (unit: yuan):
Total budget:
Promoter salary:
Gift fee:
Advertising expenses:
Promotion fee:
Daily expenses:
2. Interest accounting
The efficiency of capital use is above _ _%, and it is better for deficit ratio not to exceed _%.
Attract enough people to reach and surpass _ _ _ _ _ for human body optimization.
Sales of RMB _ _ _ _ _ _ _ _ _ _ _ Yuan is preferred.
It is best to achieve and exceed customer satisfaction.
3. Organizational guarantee
Write an organization assignment book, and make clear the responsibility for people and things;
Formulate clear reward and punishment measures.
Establish a monitoring team
Project leader: store manager
Personnel section
Gift group
Publicity group
Step 4 measure the effect
When the traffic reaches _ _ _ _ _ _, it is successfully completed; When it exceeds _ _%, it is excellent; When it fails to reach _ _ _ _ _ _, it is a human failure; When the traffic drops below _ _ _ _ _, it is a complete failure;
If the sales amount reaches _ _ _ _ yuan, it will be completed successfully, and if it exceeds _ _%, it will be excellent. Exceeding _ _% is excellent, and failing to reach _ _% is failure; _ _ _ The following is a great failure, and _ _ _ _ the following is a complete failure;
A rise of _ _% in customer satisfaction means successful completion, an increase of _ _% means excellent, an increase of _ _% means excellent, and failure to reach _ _% means failure; Satisfaction did not rise to great failure, and satisfaction fell to complete failure;
These include:
Successful completion =60 points
Excellent =89 points
Excellent =90 points
Failed to score =50 points
Very failed =25 points
Total failure =0 point
Total score =30% people flow effect score +40% sales effect score +30% customer satisfaction effect score.
Model article 3 of the promotion plan:
First, when communicating with store operators, we found the following problems in organizing promotional activities:
1, time is not enough to arrange, preparation is not timely, and the promotion activities are temporarily planned until the festival. The results show that there is not enough time to arrange, negotiate, design DM, material design and staff training. And you can only arrange a theme hastily, so it is naturally difficult to achieve good results;
2. There is no division of labor among departments to complete the promotion activities. Regardless of the size of the event, the boss himself has the final say;
3. There are several problems in publicity: the high cost of media advertising, the government's supervision and control over the distribution of leaflets, customers' aversion to leaflets, and the waste of employees' ineffective distribution;
4. Engage in sales promotion activities, and feel short of manpower.
5. It is difficult to be innovative in promotion, especially when customers are numb to activities;
Second, how can we organize relatively low-cost and effective promotion activities? In our business, we usually stipulate the promotion outline of the company. We will deploy according to the following principles:
1. Promotion activities are divided into: regular promotion, holiday promotion, theme promotion, new store opening promotion, store celebration promotion and corresponding promotion activities for competitors.
2. Set the regular promotion activities as a promotion cycle every n days, and arrange a promotion theme for each promotion cycle according to the season;
3. All stores participate in regular promotion activities in a unified way. If the details of some activities are limited to some stores, you can indicate on the leaflet that they are limited to stores;
4. Temporary short-term activities such as new store opening, store celebration, competition strategy and holiday promotion. They are all added in the form of a single folder, usually in a cycle of 3-7 days, aiming at the corresponding stores;
5. Every promotion activity is accompanied by promotion plan, commodity list, gifts, bill of materials and display standard guidelines;
Third, many businesses often have a headache for the theme of organizing activities. In fact, after planning, you will find that it is not that difficult.
Various festivals in a year, plus theme activities such as "store celebration, new store opening, marketing activities, spring makeup, summer care festival, winter skin care festival, mask festival, year-end discount, member preferential activities", you will find that the annual activities are already full.
Four, the theme of the organization activities must understand the truth:
1, the festival is just a carrier, and the preferential activities of goods are the real factors that attract customers to buy;
2. Festivals are just a sales opportunity or a business opportunity for businesses.
3. Understand the different consumption habits of different festivals;
We should plan different promotional activities for different festivals, especially the theme of the activities must be clear.
5. There are five main aspects to form holiday business opportunities:
1) Holidays, people have time to go shopping (such as May Day and National Day), and these festivals themselves have no requirements for buying anything;
2) Develop traditional consumption habits on traditional festivals (such as Spring Festival, Dragon Boat Festival and Mid-Autumn Festival), including festivals and buying habits;
3) In some festivals, some people's opportunities to express their feelings form sales opportunities (such as Valentine's Day, Women's Day, Father's Day, Mother's Day, Teacher's Day, Double Ninth Festival, Thanksgiving Day, Christmas Day and New Year's Day);
4) Festivals used by merchants for publicity, or activities organized by them according to the situation of enterprises, take the opportunity to guide consumption promotion (such as 3. 15, tooth-loving festival, store celebration, etc. );
5) Unique sales opportunities in some regions and large-scale activities in some countries or regions; (such as expositions and festivals with local characteristics, as well as Olympic Games, World Expo, Asian Games, etc. );
We should set the contents of the promotion activities according to the festivals.
1 holiday, May Day, National Day, does not stipulate what kind of goods must be purchased. Its business opportunities mainly come from people's holiday shopping time, and during this time, almost all businesses are engaged in large-scale activities. Customers use this time to "Taobao" and develop opportunities for customers to interact with the store. Therefore, the theme of promotional activities of such festivals is not about festivals. What we have to consider is how to use this time to hold commodity discounts when the general public already has buying habits.
The second kind of festivals (Spring Festival, Dragon Boat Festival, Mid-Autumn Festival) is based on the 1 kind of festivals, adding categories of consumer goods that consider traditional festivals, with festive atmosphere;
The theme of the third kind of festivals (Valentine's Day, Women's Day, Christmas) is mainly festivals, mainly leaflets, which directly arouse shopping desire and guide purchases with sensational advertising words;
The fourth and fifth festivals are mainly activities organized by merchants according to their own planning ability; Of course, we should consider the commodity categories recommended by the climate at that time, such as sun protection in summer and moisturizing skin care in winter.
Sixth, we analyze the case of Watson's promotion activities. Watson's outstanding achievements in promotion planning are obvious to all. Next, let me give you an analysis:
For all key festivals, Watsons will strengthen publicity in the form of a single page, while regular activities mainly focus on the preferential content of the activities.
On March 8th, as an important festival for women, Watsons began to focus on publicity and hold large-scale promotional activities. For May Day, Eleventh and other festivals, we can find that publicity focuses on preferential content rather than holiday atmosphere, while Spring Festival, Valentine's Day and Christmas will pay more attention to holiday atmosphere.
Commodity discount is always the most effective means of promotion. In recent two years, Watsons has more and more directly used brand discounts to promote sales, which is also a sharp weapon for Watsons to attack daily necessities. In the study of Watson's sales promotion activities over the years, we can find the development trend of conventional sales promotion:
1. Developing effective members and using SMS platform are sustainable ways;
2. Enrich DM with readable content and beautiful layout;
3. Effectively utilize the resources of manufacturers and integrate promotional activities;
4. The activity atmosphere layout of the store is very helpful for sales;
5. Employees are familiar with the activities and actively recommend them to customers;
6. Effective employee promotion assessment scheme;
7. Insist on continuous planning of promotional activities to cultivate customers' consumption habits;
8. Perfect promotion plan and operation process;
9. Discount is still the most attractive to customers;
10, increasing the number of transactions and the unit price of customers is the ultimate goal of promotion;
Seven, a chain enterprise, must standardize the company's promotional activities, standardize the responsibilities of various departments.
Annual promotion plan outline, promotion plan (description: promotion time, activity shop, promotion theme, promotion content, expense budget, incentive plan, etc. ), the work schedule of the promotion department, the promotion work instruction, the promotion material distribution table, the monthly promotion market adjustment table, the promotion activity execution supervision table and the monthly promotion product sales evaluation table are all very important.
Eight, many companies, especially those that are not very large, will have a very nerve-racking problem: these brands are always engaged in activities, and these products are always engaged. What shall we do? Personally, I think:
First, it doesn't matter, everyone does;
Second, persist in trying to find new products with selling points;
Third, change the theme appropriately;
Fourth, maintain good communication and cooperation with suppliers, tell suppliers the activity plan, strive for the support of suppliers and do a good job in sales;
Fifth, control the inventory well, do not cause backlog, and deal with the backlog of goods quickly;
Sixth, do a good job in the cost budget of publicity activities, and insist on appropriate publicity funds within a reasonable budget;
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