Article 1 Promotion Planning I. Purpose of the event:
1. Grasp the arrival of this month's sales peak, give customers a refreshing feeling through a series of systematic publicity inside and outside the store, make every effort to create a good shopping environment and enhance our overall external social image;
2. Through a series of planning activities, attract passengers, increase popularity and directly improve sales performance.
Two. Activity time: 65438+February 2, * * —— 65438+February 27, 2008.
Third, the activity promotion plan:
1. Poster: According to the overall arrangement of the company.
2. Television: one month,165438+125 October-65438+25 February, broadcast on local TV station and Jade Channel at 7: 30 every night for 30 seconds, ***60 times, and the fee is * * *14/kloc.
3. Billboard publicity inside and outside the venue: General requirements: the event notice must be accurate in advance, with beautiful layout and prominent theme.
4. Store atmosphere layout: overall requirements: the festive atmosphere is grand, heavy and atmospheric. (Introduce a scheme separately and omit it here. )
Fourth, the activity organization plan:
(1) Activity arrangement by time period:
(In order to make the activity continuous, cohesive and easy to remember, the activity will be arranged on a weekly basis, which will promote customers in turn, continuously stimulate consumers' shopping desire, deepen customers' impression of * *, and continuously implement consumption behavior. )
Week 1: 65438+February 2nd-65438+February 6th.
□□ Surprise first: Shopping points send rice, how much is accumulated!
Market analysis: At present, the scorecard is an effective promotion method to attract customers to implement long-term consumption behavior. However, with the entry of China Resources, the other party may introduce more favorable profit-making measures. To stabilize scorecard customers, it is bound to introduce more favorable policies than the other side and reduce the strength of competitors.
Activity time: 65438+February 2-6, starting at 7: 30 every night.
Activity content:
"Customers are the God of * * *, and * * cannot do without the support of customers". In order to thank the loyal customers who have supported * * * for a long time, the * * * value-added feedback: for any one-time purchase after 7: 30 pm on the same day of this period, 10 kg will be presented with the scorecard, and the accumulated amount will be presented as 15 kg. With a credit card and a small computer
Tickets (only after 7: 30 on the same day, the amount is not accumulated) are collected at the exit of the mall. While stocks last. Fresh rice 20xx Jin
Week 2: 65438+February 7th-13
□□□□ Surprise 2: * * * The loyalty card invites you again!
Analysis: Because the promotion of the activities in the first week is quite strong, it will not only attract customers with loyalty cards, but also attract customers without loyalty cards. So, how to satisfy these customers who don't have loyalty cards? The only way: issue another issue of loyalty cards, expand our loyalty card customers again, and strive for market share.
Activity time: 65438+February 7th-1 1.
Activity content: carnival Christmas, * * * points card invites you again! As long as you spend more than 65,438+000 yuan plus 2 yuan in our shopping mall, you can get a bonus card. In addition to the previously agreed benefits, this reward card will also enjoy more valuable benefits and unlimited returns during Christmas. One card in hand, the surprise moment is here!
Note: With the computer receipt (the receipt is valid on the same day, and the amount is not cumulative), you can go to the bulk shopping department of our mall to handle it.
Week 3: 65438+February 14- 18
□□□□ Milk Powder Culture Week
Activity time: * * 65438+February14—65438+February 18.
Activity content: Combining with the weather and dietary characteristics, during this period, we will focus on promoting milk powder and organize Wyeth, Mead Johnson and Abbott to carry out training and health promotion. And asked the manufacturers to provide the corresponding gifts and promotional gifts, a total of 700 copies. In the meantime, we will offer a special surprise for 10 milk powder. food
Week 4: 65438+February 21-65438+February 27.
□□□□ Surprise 4: Carnival Christmas, plus one yuan!
Activity time: 65438+February 23rd-25th.
Activity content: Anyone who has made a one-time shopping in 58 yuan or above in this mall during this period will get a value-added gift with a small ticket plus one yuan. (Limited daily, first come, first served)
One Christmas hat (limited to 300 per day) will be given to 1 yuan when shopping in 58 yuan.
Buy from 0 yuan 1 18 yuan plus 65438+ one grapefruit (limited to 300).
After shopping for 2 18 yuan, 0 yuan will add 65438+500ML and bring a bottle of soy sauce (limited to 300 bottles).
□□□□ Surprise 5. Santa Claus is coming! Tian Mi gift da delivery
Activity time: 65438+February 24th and 25th.
Activity content: Every day, Santa Claus and Santa Claus give candy to the children who come to our shopping mall with Christmas packages in their hands. (preparation: about 30 kilograms of sugar a day. ) food
(2) Saturday and Sunday activities:
Goal `: According to the current sales situation and local consumption habits, the passenger flow on Saturday and Sunday still has potential to be tapped. Through the following activities, it aims to promote Saturday and Sunday sales and improve the overall sales this month.
□□□□□□ Carnival Christmas, ultra-low sale
Time: February 5th, 6th,14th,15th, 2 1 day, 22nd.
Content: Every day 1 1, 12, 13, 14 departments provide more than two kinds of ultra-low-priced goods, which are uniformly placed at the exit to form ultra-low sales. On the same day, each customer is limited to one ticket, and the amount on the computer receipt is 38 yuan, until it is sold out. 1 1, 12, 13 and 14.
□□□□ Buy fresh grapefruit
Activity time: 65438+February 5th, 6th, 65438+4th, 65438+5th, 2nd1Sunday, 22nd from 9: 30am to 165438+ 0: 30pm.
Activity content: every day, 65,438+05, 25 departments will send employees to be responsible for the organization. Anyone who buys Xianshengman 18 yuan can go to the mall exit to participate in the grapefruit voting competition, and the winner will get a grapefruit. (Limited to 200 pieces per day, * * * 1200 pieces for self-care)
□□□□ Christmas is coming, I wish you good luck!
Activity time: February 5th, 6th,14th,15th, 2nd122nd.
Activity: Merry Christmas: Go shopping and play dice. Good luck will come naturally! Customers who shop all over 58 yuan in our shopping mall will have the opportunity to participate in a game of "playing dice" at the exit of our shopping mall with computer receipts.
Move, full 98 yuan twice, more than 168 yuan three times, our reward is:
Highest lucky prize: throw six sixes and win a gift worth more than 100 yuan; (1 copy/day, 6 copies in total, 600 yuan) Household appliances.
"Master" award for playing dice: throw six ones to six fives to win a gift worth more than 30 yuan; (5 servings per day, 30 servings in total, 900 yuan) for daily use.
Playing dice "lucky" prize: throw any more than 5 identical points to get a gift worth 5 yuan; (50 servings/day, 300 servings, 1500 yuan) food.
"Participation" Award in Dice: You can win a souvenir by throwing more than three identical points, limited daily, first come, first served, while stocks last. (daily 100 serving, 2 yuan/serving) for daily use.
□□□□□□ "Your health is our wish" * * * National Long-distance Running Games
Activity time: 65438+February, 2 1, 9: 00 am-10: 00 am. Can you contact the relevant government departments? Must be approved by the relevant departments, pay attention to customer safety.
Activity content: In order to publicize the national fitness awareness, pay attention to people's health, and keep close friendly relations with the community, mobilize Zengcheng citizens to hold long-distance running games. Anyone who has shopped all over 50 yuan in this mall can sign up. Participants are from 10 to 50 years old, suitable for young and middle-aged people. Quota 100 people. Everyone will get a souvenir after the activity. (provided by the manufacturer of health care products, the champion 1 won a health care product from 500 yuan, the runner-up 1 won a health care product from 300 yuan, the runner-up 1 won a health care product at a price of 100 yuan, and the rest won a health care product from 20 yuan. ) food
□□ "Happy Unlimited Christmas Carnival Week" series of activities
Activity time: 65438+February 2 1-27.
Activities: shopping, entertainment, leisure, * * * Merry Christmas with you. To this end, we specially prepare large-scale entertainment programs every night. Please pay attention to * * * Pay attention to * * *.
Time: 7: 00 every night Location: * * entrance stage of shopping mall
65438+February 2 1-23: classic film broadcast: 13 is responsible for rear projection. provide for oneself
65438+February 24th: "Christmas Carnival Week" masquerade ball: employees sign up collectively, and the program features modern dance, pop songs, street dance, disco and Santa Claus. Interspersed with candy, free tasting (10 Jin of soft candy), free drinking of beer (30 bottles), and throwing gifts at the scene. You can invite customers to the dance to liven up the atmosphere. food
65438+February 25th: "Carnival Christmas Week" large-scale fashion show: organized by the "Charming Girl" fashion team in the shopping mall. (self-care)
65438+February 26th: Large-scale theatrical evening of the manufacturer: The manufacturer is responsible for inviting the song and dance troupe to hold a professional theatrical evening. Household appliances 1500, professional performances are invited in the square.
65438+February 27th: Children's Game Competition: 5 years old-15 years old, 6 groups of hula hoop competitions, 5 people in each group, 6 groups of skipping competitions, 5 people in each group, * * 60 people. (self-care)
Verb (abbreviation of verb) cost budget
Promotion planning II. Brief introduction of peak activity
The "March 8th" spike promotion activity of Huang Ye Electrical Appliances Franchise Store is to launch a limited number of popular styles of electric irons (W 123F) and electric kettles (12 15HS) for promotion, and then it is stipulated that spike sales will be carried out in different periods from March 8th, and the original price will be resumed immediately after the time. Therefore, if there are a large number of potential customers waiting there to start snapping up in a short time, in fact, spike is a promotion method for sellers to stimulate buyers' shopping desire with low prices and time, so that buyers can grab a shot.
Two. Details of promotional products and activities
Celebrate the opening of Huang Ye franchise store, and choose the following products for ultra-low special spike:
W 123F electric iron, seconds kill in 55 yuan.
12 15HS electric kettle, 1 yuan spike (maximum highlight)
Rules for time-limited snapping activities:
(1) On March 8th, we snapped up the goods by time, and it was time (the spike time coincided with the peak of netizens);
(2) The brand represented by Huang Ye fully supports and gives back to customers at ultra-low prices;
(3) snapping up goods also enjoys all the commodity guarantee services provided by Huang Ye;
(4) Cash on delivery service is not supported in this activity;
(5) The final interpretation right belongs to Ye Huang.
Third, the marketing purpose
1, core keywords: Sanyo electric kettle, electric kettle, Sanyo electric iron, electric iron, Sanyo electric appliance, one-dollar spike activity, etc. This makes netizens search these keywords to learn more about our spike activity.
2. Through the comprehensive application of Baidu Encyclopedia, blog marketing, forum marketing, interactive marketing and B2B platform release, the exposure of the store and these two promotional products will be comprehensively enhanced, and the transaction will be promoted, thus enhancing the popularity of the online store and promoting the transaction with hot sales.
3. Attracting customers with products with large price differences can effectively stimulate customers to buy impulsively, thus achieving the effect of increasing sales and IP. This spike activity will be hyped on blogs and forums with large target customers and large traffic to stimulate customers to browse the spike page.
Fourth, marketing strategy.
1, highlighting the strength advantage of Ye Huang. The online shop has opened a new appreciation feedback promotion, genuine guarantee and firm price.
2. "Grateful feedback, Ye Huang has you more wonderful" to improve the credibility of Ye Huang;
3. The application of integrated marketing. Electrical products are particularly suitable for integrated marketing;
4. Competition and reference brand "tiger brand, elephant seal".
Verb (abbreviation of verb) concrete implementation
Note: 1. Blog: Register your account on all important blogs. Such as: Baidu Space, Sina Blog, Sohu
Blog, Netease blog, Borui blog, QQ space, etc. Then publicize the details of promotional activities on these blogs every day, and the blogs written should be reprinted to other blogs, but the title should be changed when reprinting, which can be keywords, with emphasis on activity keywords and online stores;
2. Interaction: Baidu knows, Sina loves to ask questions, search questions, Yahoo Knowledge Hall, QnA interactive question and answer, etc.
3.B2B: register with Alibaba and HC, and submit online store information.
4. Classified information: in People's Daily, Jiji.com, 58 Tongcheng.com, Today's Topic.com, Yideng.com, Word of Mouth.com,
5. Forums: Tianya Forum, China Forum, Sohu Forum, Sina Forum, Netease Forum, Hua Sheng Theory.
6. Encyclopedia: The pass rate of encyclopedia is relatively low, mainly Sanyo electric kettle and Sanyo electric iron.
7. The execution time and intensity of each part depend on the specific effect.
Article 3 of promotion planning 1. Background of planning activities
As the number one mini-car manufacturer in China, the current annual production capacity of * * * shares is 6.5438+0.8 million. The expanding * * * * * is expected to have an annual production capacity of 336,000 vehicles by xx.
The products produced by the company include four series ***2 10 models: commercial vehicles, minivans, minivans and minivans. In February of 65438+, in xx, SAIC-GM-Wuling began to produce Chevrolet spark mini-car, which was the first time to produce Chevrolet brand cars in China.
SAIC-GM-Wuling has 400 dealers and 400 after-sales service outlets, which are densely distributed in 29 provinces, municipalities and autonomous regions in China. In xx, SAIC-GM-Wuling sold 180 and 188 vehicles, an increase of 22.8% over last year. Through the popularity and reputation of SAIC-GM-Wuling Automobile Co., Ltd. in China, the automobile sales have increased greatly over the years, which is well-known in the target market. Nowadays, it has become the ideal and ambition of SAIC-GM-Wuling Automobile to meet the needs of consumers with unique new models at the right time, so that people who know life can experience life better and provide the best and most favorable products for the market. To be a micro car, you need word of mouth. Huzhou Tong Ling Automobile Co., Ltd. seized the opportunity during the New Year's Day and carried out further publicity in three counties and two districts of Huzhou.
Second, the purpose of planning program activities
Aiming at the pursuit of good reputation, strong motivation and good after-sales service by the micro-car market and target consumers, it meets the psychological needs of consumers.
With the relaxed and fashionable psychology that people yearn for, a brand-new Chevrolet spark with personality, fashion and beauty is launched, so that consumers can experience the relaxed mood after work.
With the help of the concept operation of Wuling cyclone, new products-single and double-row cyclone are introduced to further improve the concept of extraordinary space.
Through activities, the distance between consumers and cars will be shortened, and the brand image of Huzhou Tong Ling Automobile Co., Ltd. will be enhanced.
Three. Focus of planning activities
For customers: pursue relaxed, fashionable and tasteful consumer demand, experience the true meaning of life and show individual taste. (Cheval Blue spark), the pursuit of high efficiency, strong power, low-risk consumer demand. (Wuling mini car)
For the company: understand consumer psychology, see market demand clearly, build confidence, strive to achieve good results and enhance brand image.
For the industry: don't underestimate the competition of other brands, recognize the brand positioning and functional value of products, and don't fall behind.
Four. Planning activity plan
Activity plan: By holding small auto shows in Huzhou, attract target customers, promote purchase behavior and enhance brand image.
Activity content: create a relaxed activity atmosphere, give people a relaxed and free sense of buying a car, which is different from the same industry.
Specific operation:
Huzhou 1
: Give out leaflets first.
Scheme 1: ① put a big arch (if possible, put a big balloon) at the entrance of Huzhou Tong Ling Automobile Co., Ltd. (Lingyang Road 1 198), ② put colorful flags ③ slogans and promotional tips.
Scheme 2, Huzhou Qiancun. Reason: Because the land in the east of Huzhou is expropriated and belongs to the new countryside, farmers have expropriated money, so buying a car to transport or carrying passengers is a good way to make a living.
2. Changxing area: leaflets come first.
Heading for Jiapu, a Three Gorges immigrant area. Reason: Consumers in the Three Gorges Immigrant Area have no living security, no jobs and no financial resources. Buying a car, running for transportation or carrying passengers is one way, and the state has a three-year preferential policy (saving some procedures).
3. Anji area: Leaflets come first.
Auto shows, archways and banners are held in the county square, in front of the county government and in areas with high population density. Ps: For example, in remote mountainous areas such as Xiaofeng and Hanggai band, township propaganda is carried out and leaflets are distributed first. Because it's a long way, you can call ahead.
Article 4 of the promotion plan 1. Purpose of the activity
Relying on the holiday economy, through strong promotional activities, attract consumers' attention, promote consumers to buy and increase sales.
Taking "xx" as an opportunity, through planning a series of activities, we will further publicize the brand image of Chow Tai Sang Jewellery and improve the brand awareness and reputation of Zhou Dasheng.
Through diversified promotional activities, while giving back to the interests of consumers, we will highlight the warm brand image, narrow the distance between enterprises and consumers, enhance brand loyalty, maximize the number of people in the store, gather popularity, and expand the sales performance of specialty stores.
Second, the series theme
In the era of heart, "I take diamond as my ally and always shine with true love"
Third, the promotion theme
Zhou Dasheng New Age Love Medicine 20xx "I take diamond as an alliance to shine true love forever".
-Zhou Dasheng wishes new and old customers all over the country a happy holiday.
Fourth, the activity time
Xx 28th, 20xx—xx 5, 20xx
Verb (abbreviation for verb) terminal layout
Make a unified layout in specialty stores, shopping mall counters and side halls, so that consumers can quickly understand the promotion activities and be attracted by them. The terminal layout of this xx promotion will create a warm shopping environment, so that consumers can keep a happy mood and make purchases.
(1) specialty store
On the right side of the store door, the X box "I take diamonds as my alliance and always show my true love" is placed; There is a movable carpet in front of the store;
Decorate a movable curtain with the image of "I take diamonds as an alliance and always show true love" at the door of the store, and decorate balloons on both sides of the door top;
There is a table card on the counter that says "I take diamonds as an alliance to show my true love will last forever".
(2) Counter or side hall of shopping mall
In front of the counter or in the corner of the side hall, set up the "I love diamonds forever" X-stand; Decorate movable labels and balloons on the ceiling of the counter or side hall; There is a table card on the counter that says "I take diamonds as an alliance to show my true love will last forever".
Traditional materials of intransitive verbs
xxxx
Seven. Promotional content
Online activities
1. Weibo interacts with WeChat.
① Scan the QR code of "@ Zhou Dasheng Online Shopping" and add Zhou Dasheng Online Shopping as a friend, that is, you will have the opportunity to get a beautiful travel skin care set (***30 copies) sent by Chow Tai Sang Jewelry;
② Pay attention to Weibo, the official Sina of Chow Tai Sang Jewellery, participate in the "Zhou Dasheng Heart Times Love Yao 20xx" Weibo interaction, bask in xx mood, and get the coupon 20 yuan of Chow Tai Sang Jewellery Tmall official website (which cannot be used cumulatively).
2. Diamond ring is worth killing.
Chow Tai Sang Jewelry Tmall official website launched a diamond ring (limited to one) every morning 10: 00 during the event, and the price was as low as 3.8%.
(2) terminal promotion activities
1. Love is expensive, but diamonds are not.
During xx activities, diamond products will be given a 15% discount, and you can participate in the lucky draw with the shopping receipt. National 10 first prize, this order can enjoy the discount of free of charge and on-site cash back; Second prize 100, this order can enjoy 20% discount, cash back on the spot; There are 200 third prize winners, and this order can enjoy another 10% discount and cash back on site.
Love is stronger than gold.
During xx activities, pure gold products (gold, platinum, K gold) are offered a discount per gram 18 yuan.
3. dedication certificate of love
Anyone who buys any products in Zhou Dasheng during the activity can participate in the activity. Participants fill in love certificates (each certificate has a certificate number), thank each other for their devotion to their feelings and family, write down their true love vows, and promise never to change, and can put their fingerprints on the certificates.
Customers who buy products over 1000 yuan can also get two movie tickets donated by Chow Tai Sang Jewelry.
Note: products such as jadeite are usually discounted.
Article 5 of the promotion plan 1. Time: Father's Day
Venue: Western restaurant on the first floor of the hotel.
Three. Goals and objectives of the activity:
For the sake of fatherly love, people's speeches have always been gentle and peaceful. The greatness of maternal love makes us ignore the existence and significance of paternal love, but for many people, paternal love has always influenced them in a unique and quiet way. This is the strange thing about fatherly love. It is ashamed to express, neglected to make public, but lofty and heavy, so some wise men say that father loves mountains. On the occasion of Father's Day, Regal Kangbo Hotel held a special feedback activity, which will make customers leave many beautiful and warm memories and deepen their understanding of Regal Kangbo Hotel.
Marketing target: families and men during Father's Day.
Verb (abbreviation of verb) theme: "Father loves mountains, and father loves also needs care."
Intransitive verbs promotion activities
1. On Father's Day, men who consume western food will be given a nourishing stew (clear soup with Liaoshen) and a coupon for the experience of the fitness center.
Men over 70 enjoy a half-price discount on buffet.
3. Dine for four people, and one person is free.
Seven. Budget and advertising planning: TV broadcast and rolling broadcast, 500 yuan is expected.
Eight. Estimated income:
Lunch: 88 yuan/person *60 yuan/person = 5280 yuan.
Dinner: 98 per person * 60 per person = 5880.
Total: ￥ 1 1 160