About what promotion? Promotions? Store festivals? Festivals? Or general publicity?
Here's one from a search.
Supermarket anniversary program, advertising slogan!
Solicitation
I. Marketing Environment Analysis
II. Strategy outline and objectives
1. Commodity resource cooperation
2. Market maintenance
3. Media publicity campaign
4. Activities with the effect
5. Operation staff cooperation
3. Activity publicity plan
1. DM posters
2. Newspaper publicity
3. TV ads
4. SMS
5. Inside and outside of the store posters
6. Holiday store setup
Four. Activity implementation details
V. Detailed publicity content
1. DM poster campaign copy
2. Newspaper soft copy content
3. SMS content
4. TV advertisement script
Attachment 1: Program implementation schedule
Attachment 2: Overall cost budget
I. Marketing Environment Analysis
Traditionally, the climax of sales in December usually occurs at the end of the month near the New Year. In previous years, ** city downtown merchants mostly do not pay attention to the overall promotion, not for the New Year to do the corresponding promotional activities, the only store will be Christmas, store celebrations, New Year's Day to launch a full range of promotional activities, therefore, in the ** city downtown, in previous years, December is the **** supermarket sales month. And this year, with the unified Ginza, Audelon's presence and other traditional merchants marketing concept of change, ** city downtown sales pattern has changed, the merchants of the month's promotions are attached importance to the foreseeable, this year's competition will be exceptionally fierce.
The downtown area where our store is located is currently undergoing municipal demolition and relocation, and the decline in environmental quality and inconvenient transportation has had a great impact on our store's ability to gather popularity and increase customer flow. In terms of ** city downtown merchants, the geographical location, interior decoration in place, and my store similar to the commodity structure and to a certain extent can bring customers a sense of freshness Jinhui Aodhlong supermarket undoubtedly became a strong rival of my store (at present, Aodhlong in its neighboring areas have formed a relatively stable customer base. With the decreasing temperature, the flow of customers going to the Jinhui building to buy clothes increased, but also to bring the popularity of Alderaon).
Consolidating the above analysis, our store to seize a larger market share, to achieve ideal sales performance, we must make every effort to overcome or avoid the impact of unfavorable factors, and maximize the play of my store's relative advantages (scale advantage, the original advantages of large customers, individual members of the resource advantage, the influence of the advantage, etc.).
II. Outline of the strategy and objectives
1. Commodity resources with:
As a store celebration month, in consideration of "Christmas", "New Year" holiday merchandise at the same time, but also the "store celebration rebate With the price advantage of significant items, stimulate consumer eyeballs, to promote sales during the store celebration.
It is recommended that the Purchasing Department in the continuation of November's winter warm skin care products and affordable cold weather clothing promotions at the same time, to negotiate the launch of the store series of necessities of life ultra-low price limited feedback (items such as eggs, rice, cabbage, potatoes, oranges, apples, white wine, gloves, scarves, socks, etc.), the other items should be highlighted in the New Year, the festive Christmas period of the commodities (frozen food, cooked food.), the New Year, Christmas, and other festive goods, the New Year's holidays, cosmetics, stationery and toys and gifts, small household appliances, fine clothing, etc.). There should be at least 50 items of great products at great prices. To be launched in the second half of the month in the focus of the special issue of the store celebration (it is recommended that the store celebration DM items to stick goods and manufacturers week mainly). Starting from December 21st, the bar items will be different every day, limited in quantity and prohibited for purchase by employees. For example, on December 28th, the bar items are eggs, rice, etc., and their member price is 10% off the non-member price; on December 27th, the bar items are potatoes, oranges, etc., and their member price is 20% off the non-member price; on December 26th, the bar items are white wine, gloves, etc., and their member price is 30% off the non-member price... ...The Post only labels "non-member price, degree of discount available with membership card, limited quantity and date," not the member price.
2. The maintenance of the market:
Including the maintenance of the group customers and the current unique individual members of our store customer base. Specific strategies and implementation of the whole operation by the marketing department. It is recommended to take advantage of the store's third anniversary of the timing of the key group of customers to make a large-scale visit to give back. In terms of individual member customer groups, it is recommended to learn from the successful experience of previous years, in the form of "shopping points annual return", with the store's DM and TV advertising, to increase the influence of the store's celebration activities (the entire query phase should try to start in mid- to late-November, at the latest in early December). Through the members come to collect the form of return, drive the popularity of the store, promote sales (the gift distribution phase should be in mid-early December to start).
3. Media publicity campaign:
1] Newspaper media: by placing soft news reports (i.e., "soft") at different times of the event, reflecting the strength of the enterprise, to set off the momentum and scale of the store activities. Appropriate hard advertisements are placed to publicize the information of the store celebration series of activities.
2]TV media: Considering the principle of maximizing the use of cost investment and the actual effect of TV advertising. The proposed store celebration activities for the same period of television advertising. It is hoped that this TV advertisement can convey the message of "the third anniversary of the store" to the most consumer groups and deepen the public's impression of the store celebration. And through the same period of DM cooperation, as far as possible to make the store promotion information known to everyone. The sales of the store to play a corresponding role in promoting.
3]Outdoor dynamic publicity: In the marketing department into the community to visit the members at the same time, with the banner, display boards, posters, means of publicity, by the staff to the community residents directly convey the corresponding store activities.
4]DM publicity: the design requirements of the festive visual impact, downtown distribution and the combination of newspaper delivery.
4. The matching effect of the activities: the store celebration should focus on highlighting the activities that can capture the hearts of consumers and customers' eyes, and attract the attention and participation of customers with big gifts and novel activity projects, thus bringing popularity to the store.
5. Operation personnel with: in the overall improvement of service standards at the same time, should be on the store series of promotional strategies for the implementation of the specific implementation and personnel arrangements to do in-depth in place of communication, so that the cooperation between the various departments more tacit understanding, to achieve the purpose of playing the activities of the maximum effect.
Three. Activity publicity plan
1.DM Poster
Slot: December 14 to 28
Theme: I celebrate my store I give gifts 隆情盛宴--***超市**市店三周年
制作日期：11月 27 to December 7
Distribution Date: First round: 10,000 copies from December 9
Second round: 10,000 copies from December 21
Printing: 20,000 copies
2. Newspaper publicity (December 2005, "Today's ** City" newspaper "People's Consumption" edition)
Placement date Placement theme
Soft news Picture news
14th *** Supermarket ** City Store third anniversary of the series of reports (1) the strength of the enterprise chapter Report on the atmosphere of the store celebration
16th 23rd -- report on the store celebrated the event
19th *** Supermarket ** City Store third anniversary series of reports (2) business culture --
20th -- report on the store celebrations
27th Prosperity of the city's economy and return to the general public **** Supermarket ** City Store third anniversary Series of reports (2) corporate influence chapter reports store celebration activities
30th "store celebration" sung "year" debut - business promotions momentum is not reduced
3. TV ads
Placing time: December 14-28, 2005
Placing channels and segments: (according to the TV station's recommendations, random inquiries from customers and a summary of the effects of the store's placement in previous years)
a Image ads: Qilu TV (cable TV subscribers)
An image ad: Qilu TV (cable TV subscribers)
Being the first to be published, the ads will be shown on the following channels TV station (cable subscribers)
Every night 6:30 to 8:30 segment
"Daily News" column and TV series in the insertion of 2 times 30 seconds each time
b Hanging corner ads: Qilu station, CCTV-3/6/8 (cable subscribers)
Every night 6:00 to 00:00 cycle
Put the theme: Third Anniversary of Crazy Store Celebration Affordable is Happening ......
Hanging Corner Content: According to the activities and special price information turnover, timely adjustment and delivery
4. Short Messages
Placement Time: December 14, 23, 25, 2005
Placement Area: China Mobile subscribers who have entered the * *China Mobile users in the urban area of the city
Quantity of placement: 20,000 items/times
5. Inside and outside the store posters
From December 12 onwards, the content is concise and clear. Through the repetitive appearance of the impact of strong image, stimulate customers shopping desire.
6. Holiday store layout
Strive to festive atmosphere grand, thick, atmospheric (details of the case separately)
D. Activities to implement the refinement
1. Lucky companion shopping can also win the jackpot (15 days)
Activity time: December 14-28
Lottery location: the service desk
Activity content: December 14-27, in our store a purchase of 30 yuan, you can go to the service desk with the ticket to exchange for a "lucky ticket" 1, 60 yuan or more of the purchase of 30 yuan, can be exchanged for a "lucky ticket" 1, the service desk, the service desk, the service desk, the service desk, the service desk, the service desk, the service desk, the service desk, the service desk and the service desk. Just put the ticket into the raffle box of the prize you want most, and you will have a chance to win the prize. The more you buy, the better your chances of winning. Our store will conduct daily drawings from December 17th to 28th and announce the winners.
Prizes (details to be determined):
1 large appliances, 10 to 50 small and medium-sized home appliances, 300 to 1,000 white wine, gift liquor
Store gifts (about 5 yuan) 2,000 to 3,000
Implementation rules: in line with the principle of cost control, the lucky tickets can be used in the Jinan store's original raffle ticket (positive and negative), the original raffle tickets (positive and negative). Fill in the customer's name, phone number, transaction number, etc. on the spot at the service desk and stamp the service desk seal. The store will keep the secondary ticket, and the customer will receive the prize with the original ticket (ID card is required for the grand prize). The winner of the lottery will be announced directly by the leader of the store from the raffle box, who will draw the coupon.
Prize instructions:
1)
3) Please take good care of the ticket, soaked, defaced, altered will be treated as invalid.
4) The right to interpret this activity belongs to the **** supermarket member store ** city store, in the event of force majeure factors, the store has the right to cancel this activity.
Service desk: the filling, distribution and preservation of prize tickets, the distribution of prizes. Winning date within 3 days of not claiming the prize, the ticket is invalid, the prizes by the store dealt with separately.
Planning Department: Provide prize tickets, prize boxes and on-site promotional materials, and the overall coordination of the lottery site.
Purchasing Department: to ensure the supply of prizes.
2. Giving back to members, points and gifts (15 days)
Activities:
December 17 to 28, 2005, "member points to give back to the activities (excluding commercial membership card users)" started in full. All members who have made a total purchase of 500 RMB or more during the period can go to the service counter to receive gifts. Member points can be found at the opposite side of the service counter "points information inquiry" inquiry.
Points grade division and gift standards: (determined by the marketing department)
Marketing department: determine the grade and gift standards, approved by the relevant leaders in November 30 before the required gift details reported to the purchasing center to prepare the gifts. November 30, set up in the opposite side of the service desk, "Points Inquiry", arranging staff for members to receive gifts. Starting from November 30, set up a "Points Inquiry Office" opposite to the service counter and arrange staff to inquire about the points of 2005 for the members. The staff will also be able to distribute the gifts in cooperation with the service counter.
Computer Department: November 30, for the "points inquiry office" to install the appropriate network lines.
Procurement Center: according to the gift details provided by the marketing department, prepare gifts, before December 12 in place.
Planning Department: make the corresponding promotional materials, gift cards, etc..
The service desk: from December 14th, issue gifts for members and keep records.
3. Store Thanksgiving Every three will send a big cake (5 days)
Activity time: December 17, 18, 24, 25, 28
Activity location: service desk
Activity content: the first 10 customers whose transaction number in the same day's receipt contains the number "3" can go to the service desk with the receipt to receive ****, the first 10 customers. service counter with a small ticket to receive **** supermarket store celebration cake (6-inch) 1.
Service desk: small ticket transaction number, amount, customer name registration verification, cake collection, distribution, broadcasting publicity work (the cake can be collected on the spot to the bakery).
Bakery: 1 day before the event, make and save the cake needed for the event (December 16, 17, 23, 24, 27, every day to make 10 6-inch cakes for the second day of the event).
Loss Prevention Department: do the verification of the cake out of the store.
4. Happy store celebration TV ads to send surprises (15 days)
December 14 to 28, pay attention to the "Qilu TV" every night *:00 to *:00 * *** supermarket store celebration ads, remember the slogan, you can go to the desk with the membership card to get a gift (2006 calendar) a. 100 copies per day on a first-come-first-served basis, 100 copies per day, 100 copies per day on a first-come-first-served basis. 100 copies per day, first-come-first-served.
Service desk: do a good job of explaining this activity. Records should be kept accordingly when distributing the gifts.
Planning Department: to ensure that the gifts are sufficient, in place.
5. Christmas Carnival Cartoon stars to send blessings (3 days)
Activity time: December 23rd to 25th
Activity location: the whole field is not fixed
Activities: 1) the arrival of Christmas so that the **** supermarket turned into a Christmas Paradise, the people have put on a lovely Christmas hat, ready for Christmas dinner. There are tall Christmas trees, white-bearded Santa Claus, Haier Brothers and Little Cow Cow play with every friend who walks into the **** Supermarket, and give mysterious Christmas gifts and best wishes to everyone.
2) In the appliance area on the second floor, magical sci-fi blockbusters provided by Book Lovers are screened throughout the day to release Christmas passion.
3) During the event, if you purchase more than 10 dollars at a time, you will have a chance to receive a Christmas fruit or Christmas egg with a small ticket.
Activity details:
1. During the specified time of the activity, the operation department will arrange 4 male employees to pretend to be Santa Claus and cartoon characters to distribute "Christmas gifts" in the store.
2. The Purchasing Department contacted Haier and Feihe Dairy suppliers to provide at least 3,000 Christmas gifts such as inflatable cartoons and candies (with bags), snacks, food, children's toys, balloons, Christmas hats, socks and other Christmas gifts. Contact fruit and egg suppliers to provide Christmas fruit (apples), Christmas eggs (hillbilly eggs) about 1,500 copies (December 20 in place).
3. The Planning Department will provide 5 sets of Santa Claus costumes, make some red and white socks in the shape of the special goods sign, and stick them on the special goods to create a festive atmosphere.
4. Store employees should be since December 10, with Christmas hats on duty, the entrance and exit welcome with the appropriate Christmas clothing on duty, and will be December 23 to 25 welcome language "Welcome" to "Merry Christmas", so as to attract customers to Christmas is the most important time to lead the customers to the corresponding holiday consumption.
Planning Department: Prepare Santa Claus costumes (5 sets) and set up the atmosphere in the store.
Purchasing Department: contact suppliers to provide cartoon inflatable people and Christmas gifts (bulk small pieces, at least 3,000, apples, hickory eggs, about 1,500, December 20 in place).
Operation Department: arrange for 4 male employees to dress up as Santa Claus to be responsible for the distribution of Christmas gifts.
Service desk: pay attention to the store music to create a Christmas atmosphere, and is responsible for the distribution of Christmas eggs and Christmas fruit, the store radio to make the appropriate prompts, limited to 500 copies per day, until the end of the gift.
6. Surprise store celebration passionate gifts from the sky (3 days)
Activity time: December 26 to 28
Activity location: the square in front of the store
Activity content: **** Supermarkets invites you to *** enjoy the surprises, beautiful and rich store gifts will be in the morning at 10:00 every day in the square of the **** Supermarkets "! Fall from the sky" and fall in your hands. Rich gifts and you *** celebrate *** supermarket 3rd birthday.
Activity details:
1. Activity within the specified time, the Operations Department arranged for staff 3 people in the square canopy to distribute gifts.
2. The Purchasing Department contacted suppliers to provide at least 3,000 small gifts (in place on December 25th).
3. Planning Department in the square set up sound, display boards, etc. to create an atmosphere, and determine the specific time period to spread gifts. In order to cause customers to pay attention to the store celebration.
4. Distribute gifts, the store radio to make the appropriate prompts, the square outside the security personnel must maintain order to ensure customer safety.
5. Employees, promoters (including the front area of the leaseholder) and other personnel of the company are not allowed to participate in this activity.
Planning Department: do a good job on the day of the square layout, to enhance the atmosphere of the store square, the overall coordination of activities.
Purchasing Department: contact suppliers to provide at least 1,000 gifts, December 25 in place.
Operation Department: arrange for 3 employees who are not afraid of heights, responsible for spreading gifts.
Loss Prevention Department: Arrange for outside security personnel to maintain order in the square when distributing gifts.
Receiving Department: before the start of the activity, provide forklifts to cooperate with the delivery personnel in place.
5. Publicity content details
1. DM poster activity text
Theme: my store celebration, I give gifts
Send Lucky
December 14 to 27, in our store a purchase of 30 yuan, you can go to the desk with a ticket to exchange for "lucky ticket". Lucky ticket" 1, 60 yuan can be exchanged for 2, and so on, a single ticket up to five. Just put the ticket into the raffle box of the prize you want the most, you will have a chance to win the prize. The more you buy, the better your chances of winning. Our store will conduct daily drawings from December 17th to 28th and announce the winners.
Cake Giveaway
On December 17 (Saturday), 18 (Sunday), 24 (Saturday), 25 (Sunday), 28 (store celebration), customers whose shopping ticket transaction number contains the number "3" (the first 10 per day) can go to the service counter with the ticket to receive a **** Supermarket store celebration cake.
Surprise delivery
December 14 to 28, pay attention to the Qilu TV 6:00 pm to 8:00 pm every night **** Supermarket store celebration advertisement, remember the ad slogan, you can go to the service counter with a membership card to receive a gift. 100 copies per day, first-come-first-served.
Send blessings
The arrival of Christmas, so that the **** supermarket turned into a Christmas paradise, people have put on a lovely Christmas hat, easy to prepare for Christmas dinner.
December 23rd to 25th, the second floor of the Haier home appliances area, will be screened 24 hours a day, the love of the book provided by the magical sci-fi blockbusters, to release the Christmas passion. White-bearded Santa Claus and cartoon stars will play games with everyone who walks into the **** Supermarket and give mysterious Christmas gifts and best wishes to everyone. During the activity period, a purchase of 10 yuan at a time will have the opportunity to receive a Christmas fruit or Christmas egg with a small ticket.
Members' gifts
December 16 to 28, 2005, all members who have accumulated purchases of 500 yuan or more during the period of January 1 to December 14, 2005, can go to the service counter to receive gifts. Members' points status can be checked at the service desk.
Gifts from the sky
December 26 to 28, **** Supermarket invites you to **** enjoy the store celebration surprise, beautiful and rich store celebration gifts will be in the **** Supermarket Plaza, "from the sky", fall in your hands. Rich gifts with you to celebrate the 3rd birthday of **** supermarket.
2. Newspaper article content
According to the requirements of the store, written by senior journalists of the newspaper "Today's ** City". Detailed content slightly.
3. SMS content
December 14 "**** supermarket third anniversary of the store celebration activities 14-28, lottery, gifts, specials, discounts, surprises and bargains, so you grab enough! Welcome to patronize."
December 23 "Christmas carnival, **** Supermarket wishes you a Merry Christmas! 23-25, **** Supermarket will be in the store to send Christmas gifts, to come will not return empty-handed, welcome to patronize."
December 25 "**** Supermarket invites you to **** enjoy the store's surprise! Tomorrow at 10:00 a.m., exquisite gifts will be in the **** supermarket store square "from the sky", the sky falling good gifts overjoyed, don't miss it!
4. TV commercial script:
Title: ****Supermarket 2005 TV commercial---store celebration
Length: 15 seconds
Subtitle:
1] Full-screen subtitle: "Prizes for watching the commercial! Pay attention to the slogan of *** Supermarket Store Celebration and get a *** Supermarket Store Celebration Gift. Consultation line: 83235109"→Second screen subtitle: "*** Supermarket store celebration advertisement Start ......". (about 2 seconds)
2]The eye-catching timing numbers (1→2→3) appear in the middle of the black screen, while the sound effect is the sound of heartbeat and pulse or the sound of the second hand swinging (3 seconds)
3]The red, yellow, and purple bright-colored explosion map fills the screen and instantly flashes through, revealing a festive orange-red gradient background, while the synchronized sound effect is the very powerful explosion sound: Boom! (about 0.5 seconds)
4]The prominent position of the screen instantly show the "I celebrate the store, I give gifts" words. The font should be lively and shocking, and the color should contrast with the background color. (About 1 second)
5] "**** Supermarket Crazy Store Celebration" is raised to the screen. A family of three (a couple and a little boy) running from left to right pushing an empty shopping cart appears in the lower left of the screen. Synchronized sound effects for the sound of rapid footsteps and the boy's excited voice "**** supermarket store celebration began". (about 2 seconds)
6]In the bottom right of the screen, a little girl runs from right to left with a shopping cart full of gifts (merchandise, gift boxes, etc.). At the same time, the family of three that was just there also runs from left to right pushing a cart full of gifts and holding large and small shopping bags. The words "**** Supermarket Crazy Store Celebration" changed to "Benefits are happening". A little girl's voice comes from the cheerful background music, "Be careful of getting tired of surprises. (about 2 seconds)
7]All the subtitles disappear, and on the orange-red gradient background, the words "3rd Anniversary of Store Celebration", "Long Love Feast Gifts from Heaven" and the store logo appear. -The screen freezes. (about 2.5 seconds)
Shooting and production: **City TV Advertising and Information Department
Production date: November 20 to December 10, 2005
Actors:
Girls-***
Boys-***
Boys-***
Actresses:
Girls-***
Boys-***
Boy's parents - (tentatively **** supermarket employees)