4 selected promotion planning schemes
In order to ensure the smooth and successful progress of things or work, it is often necessary to make plans in advance, which can clearly define a general direction for an action. How should we make a plan? The following are four promotional activities planning schemes that I have collected, for reference only, hoping to help you.
promotion plan 1
1. Preparation
1. Screening and selection of communities
Promotion of old communities: the construction of old communities takes a long time and the occupancy rate is high. Flat-panel lamps, ceiling lamps, kitchen and bathroom lamps and energy-saving lamps are large-area replaceable products, which can be used as the main push.
new community promotion: it is our main attack target, and it is also an effective area for our business. As the property is newly built, the owners are facing renovation. If a transaction can be reached, it is basically a complete set of purchases.
2. Material preparation:
A. Make an accurate positioning: According to the preliminary investigation, work out a product line suitable for community publicity (refer to competitive brands), work out activity packages, special prices, gifts, organize your own inventory, and prepare sufficient sources and gifts according to the activity plan.
Do a good job in the terminal image of the specialty store, and also keep the publicity caliber in the store and the community consistent with the price policy and gifts. It is conducive to reducing costs, choosing a good publicity location, and facilitating the access to the community. C. Prepare publicity personnel and materials, etc.:
D. Do a good job in the pre-training of personnel (so that everyone can understand the situation of the community, how we are going to visit, what is our goal, what is our activity plan, what are the problems we should pay attention to in our work, and what we must do). Work rules and regulations for community publicity, Subdivide everyone's work objectives and tasks (let everyone make a work plan according to their own goals).
II. Publicity methods
III. Expense items
IV. Activity summary:
A. Do a good job in controlling the daily work of the community promoters: report the daily customer visits and competing products, and communicate the problems encountered in visiting customers (discuss and solve them in time)
B. Promotion plan 2
Theme:
Tea culture promotion and making friends with tea
Purpose:
Activity time:
21xx February 16, 18: 31 ~ 21: 31
Venue:
B511, the main building
Organizer: Federation of Youth League Associations. (background music) one person
(2) the choice of the host, image design and line review. One person
(3) Follow-up of activities in progress. Two people
Outreach Department:
Task
(1) Determine the invited guests and send out the invitations in time. One person
(2) Use posters, banners, leaflets, the Internet and other means to carry out publicity. Four people
(3) Shooting one person on the spot
Logistics group:
Tasks
(1) On-site arrangement of activities, goods purchase and handling. Eight people
(2) Prepare the service items on the day of the activity. Such as water cups, tea leaves, etc. Three people
(3) Gift distribution.
Activity flow for two people:
Arrange the site (banners, table placement, tea set, boiling water, blackboard design, cleaning, debugging of multimedia equipment)
Prepare the room where the guests rest and wait (necessary guests, Tea and other drinks should be prepared)
Video will be shown at 18: 11 (introduction of tea culture and related knowledge)
The activity will officially start at 18: 31
1. Opening remarks by the host (introduction of guests, introduction of topics, etc.)
2. Opening remarks by the guests (about 21 minutes to an hour and a half)
Activity preparation
Microphones, cameras, a USB flash drive, induction cooker, kettle, tea set (more cups), bucket, preliminary preparation: making banners, posters and invitations
preparing the background music needed for the activity
Music: guzheng music, Minnan songs, love to fight will win, The world's first
host's speech review
pick up tea sets and tea refreshments from the tea city
borrow the classroom
business card making: sample:
front and back
post-event work:
1. Press release of event summary
2 archive summary, photos, etc.
Capital budget
Usage amount (unit) 311=24 yuan
Poster, Paint, Brush 51 yuan
Banner, 8 meters long, 5*8=41 yuan
Invitation letter, 11 yuan
Business card making, 71 yuan
Activity requirements
1. Activity staff must obey the deployment and keep the mobile phone communication unblocked;
2. The activity staff must strictly abide by the activity arrangement and finish the task on time;
3. This activity requires that the organizers and participants should cooperate and support each other to ensure the smooth completion of the activity.
4. All kinds of unexpected problems should be solved through friendly negotiation based on the principle of mutual understanding.
5. Members of the preparatory group should take every task they undertake seriously and deal with the work they face patiently. Promotion plan 3
It is hot in summer in June, and my father loves me like a mountain in June. The sunshine in June is the hottest in a year, symbolizing the fiery love that fathers give their children. Father's love is like a mountain. Many things in life can't last forever, but his love for us is eternal. The annual Father's Day is coming. In this father's festival, in order to arouse the enthusiasm of consumers, attract more customers and increase turnover, the management company decided to plan the marketing plan for Father's Day as follows:
1. Activity time: June 17-June 18
2. Activity purpose:
1. Stimulate family consumption through activities to enhance the good brand image of the enterprise;
2. Stimulate consumption and compete for market share;
3. increase the sales volume of e-meals and increase the business income of each store.
III. Activity theme: Father's Day, X family.
iv. venue: X
v. content:
1. during the event, the welcoming staff of each store sent holiday wishes to the middle-aged and elderly men who came to the store for consumption, "hello, happy holidays".
2. During the activity, two tracks, Repaying My Life and Father, were added in each store.
3. During the activity, there are gifts for ordering X meals.
4 sets of X-meal playing cards will be given free of charge for those who spend more than 688 yuan on telephone ordering, and XE-meal will be given free of charge for those who spend more than 888 yuan on telephone ordering, and a VIP member's gold card will be given in time. All stores should make registration and keep financial records.
4. During the activity, the kitchen department of each store launched several love packages for Father's Day. The price of each store can be determined according to its own specific situation. The dishes are mainly healthy and nutritious, and the names of the dishes reflect the father's love (reference: grateful love, father's love is like a mountain, father's love is like water, and father and son are deeply affectionate). And mainly promote a special Father's Day dish.
5. Guests who spend money in the store during the activity will receive a free family photo (11-inch plastic package) when spending money at a single table in 811 yuan. All stores should make registration and keep financial records.
6. The planning department uses the SMS platform to send a message of Father's Day blessing to customers: "My heart is Father's Day, X family, and a variety of Father's Day love packages are warmly launched. X Catering wishes all fathers in the world a happy holiday!"
VI. Publicity matters:
1. The planning department of the management company is responsible for engraving Father's Day banners, one for each store, with the content of "Father's Day, X Family" and delivering them to all stores before June 5;
2. On June 6th, the planning department of the management company sent a message of Father's Day blessing to customers in all stores, saying, "My heart is on Father's Day, X family, and a variety of Father's Day love packages are warmly launched. X Catering wishes all fathers in the world a happy holiday!" .
VII. Precautions:
1. Each store carefully organizes employee learning activity plans and trains employees on relevant knowledge according to the plans;
2. During the activities of each store, do a good job of taking photos and developing photos, and increase the income-generating points;
3. The activities of loyalty cards and coupons are carried out at the same time. Promotion plan 4
1. Advertising objectives
(1) Goals put forward by the club:
This advertising activity aims to improve the brand awareness of the club in Hangzhou Cultural and Educational Zone, open up the market segment of college students, expand the market share, enhance the brand reputation of the club and cultivate the consumption concept of outdoor sports of target consumers.
(2) Predicted achievable goals:
1. The market share of college students is higher than that of ordinary travel agencies;
2. The brand awareness of the club has reached a certain level, and it has become a leader in market segments.
(3) Objectives of this advertising campaign:
1. Through three months of marketing promotion and advertising promotion, the club's market share in the market segment will be increased to 51%;
2. The brand awareness of the club has reached more than 81%, forming a certain brand loyalty;
3. The scale of membership development has reached 511.
second, target market positioning strategy
on the basis of certain market research, combined with the club's own characteristics, we subdivide the target market as follows:
(1) crowd positioning:
young people aged 18-28, who are energetic, full of interests, full of passion and dare to accept challenges, are the most important participants in outdoor sports.
the first target consumer group: college students.
College students are a market segment with distinctive personality and outstanding characteristics. This market segment is basically between 18 and 25 years old, young, energetic, adventurous, dare to accept challenges, and relatively rich in spare time. It is an ideal consumer market for outdoor sports.
the second target consumer group: young people who have worked
This group of people are also young and energetic, and have a certain economic foundation, but their spare time is limited, so they can be the secondary target of the club.
(2) regional positioning:
main promotion areas: higher education districts in Hangzhou. West Lake Cultural and Educational Zone, Xiasha Higher Education Zone, Zijingang Campus of Zhejiang University, etc.
other promotion areas: the old urban area of Hangzhou. West Lake, Shangcheng, Xiacheng, Gongshu, Binjiang and Jianggan.
iii. club positioning strategy
according to the statistical analysis report of the questionnaire survey on outdoor sports status of college students in Hangzhou and the analysis report on the development status of outdoor sports clubs in Hangzhou, the outdoor sports clubs are positioned as follows.
(1) product positioning
Business scope of the club:
1. Group activities:
According to the statistical analysis report of the questionnaire survey of outdoor sports status of college students in Hangzhou, the duration of college students' choice activities is basically 1-2 days, accounting for about 51%; Followed by 3~4 days, accounting for 34%; The proportion of activities with more than 5 days is only 15%. Students are generally willing to choose short trips, which basically do not exceed 4 days.
In addition, other provinces and Zhejiang Province are the most important destinations for college students in Hangzhou, followed by the surrounding areas and provinces of Hangzhou. There are two main reasons for the analysis. First of all, college students in Hangzhou have misunderstandings about outdoor sports resources in the surrounding areas of Hangzhou, and think that there is nothing interesting in the surrounding areas of Hangzhou, and they are all developed attractions. Actually, it is not. The hilly area near Hangzhou is full of mountains, rivers, valleys and waterfalls, which need to be developed. It is an ideal place for outdoor sports and outdoor survival and expansion. Secondly, college students dare to meet challenges, are adventurous and eager to travel. Because of the geographical location of Hangzhou and its surrounding provinces, they do not meet the ideal travel destination requirements of college students. In view of this situation, the first thing we should do is to change the target consumers' understanding of outdoor sports resources in the surrounding areas of Hangzhou, and open short-distance travel routes in the surrounding areas of Hangzhou that meet the tastes of the target consumers. This requirement mainly points out that the duration of the tour is in line with the short-distance routes within 4 days for college students, and the surrounding areas of Hangzhou and surrounding provinces are undoubtedly the first choice because of their proximity. Secondly, set up medium and long-distance travel routes appropriately, in Zhejiang Province, especially in eastern Zhejiang, southern Zhejiang and western Zhejiang; Other provinces such as Tibet, Qinghai, Xinjiang, Yunnan, etc., combine long and short lines to meet the needs of some students hiking.
At the same time, the survey shows that college students have the highest preference for mountaineering and camping, both of which reach more than 71%. Followed by drifting, cave exploration and upstream, between 31% and 51%; Rock climbing, diving and hiking are between 21% and 31%; Because of the high technical requirements and danger, the selection ratio of downhill is the lowest.
The economic ability of college students determines the activity expenses that they can afford, and 63% of them can afford it within 251 yuan. 31% of college students can afford 251~451 yuan; Only 7% can withstand 451 yuan. The affordability of the expenses can also reflect the demand of the target consumers for short trips within 4 days.
Based on the above analysis, as the most important business project, the group activities should be mainly short-distance routes, and the duration of the activities is generally two days and one night, and the activities are mainly mountaineering, camping, rafting and other projects with high preference of college students. At the same time, in order to meet the needs of some students for long-distance travel, long-distance routes outside the province should be appropriately opened.
2. Retail and rental of outdoor products:
The survey shows that most college students have no personal outdoor sports basic equipment and need to rent or borrow it, accounting for 58%; Secondly, even if you have some outdoor sports goods, you have to buy them because of the high cost of basic outdoor sports goods, among which hiking shoes and backpacks are the most; As for tents, sleeping bags, rainproof clothes and pants, there are very few owners.
in view of the above situation, the club mainly deals in the retail of outdoor products, such as mid-range and practical hiking shoes, backpacks, etc., and also manages some outdoor sports and leisure clothing appropriately. In addition, because most of the target consumers have no personal outdoor sports basic appliances and need to rent or borrow them, the club rents out related outdoor appliances, mainly tents, sleeping bags, damp-proof mats, floor mats, barbecue appliances and other appliances with great demand.
(2)