2, Activity purpose:
1, through the planning of the overall promotion, to further publicize the corporate image, to enhance the visibility and credibility of the enterprise, to lay the foundation for the root of the Northwest region of Renren Le, and to expand its influence.
2, through the entertainment, variety of promotional activities to stabilize the community's fixed consumer groups, to attract consumers around the shopping district, to trigger the purchase of potential consumer groups.
3, through the store celebration series of activities, more effectively deepen the emotional communication with the community people, publicize Renren's low price, excellent service.
4. Take the store celebration as an opportunity to promote RenRen brand publicity in a market-oriented way.
Third, the object of the activity: customers, employees
Fourth, the activity of the advertising slogan:
1, warmly congratulate RenRenLe Xi'an shopping plaza one year anniversary
2, get together with RenRenLe, *** celebration of one year
3, RenRenLe thanks to the community's people's support and love
4, we will be as in the past, to create more glorious tomorrow
4, we will create more brilliant, more beautiful, and more beautiful. We will continue to create a more brilliant tomorrow
5. We care about you from the beginning, and we seek to provide the best service possible
6. We are making progress every day and every year
7. We have ten thousand kinds of high-quality products, which are of great value for the money
8. Renren is by your side, and you are in the heart of Renren
9. Infinite madness, infinite surprises
V. Activity Arrangement
1> off-site arrangement
1.2M*2.4M billboards at the entrance to publicize the store celebration, Christmas activities
1, 2, 3 floors above the elevator hanging heat transfer banners 5.5M*90M, off-site 90CM*7M banners, content: advertising messages
Both sides of the main door are made with flower arrangement art into Renren logo, further expanding the VI effect.
The inner side of the gate was also made with flower arrangement art with creative fonts to enliven the atmosphere, content: I am one year old. The ascending balloon 12 * 10 days **** count 840 yuan * 10 days, the cost of 8,400 yuan
2> field layout (cost: 3,000 yuan)
Entrance, the Department of the two Miss Welcome with printed Renren store anniversary word award belt
Entrance hall, the center of the balloon with ambiguous tone of Aman to the surroundings
The entrance to the Christmas tree, Santa Claus, measurement of the tree covered with colorful star lights, Christmas gifts, colored balls, such as glass paste Santa Claus pattern, snow spraying decorative glass snowflakes, candles and so on. Replacement of hanging flags, the design of a creative pattern to store, Christmas as the theme of lanterns decorate the main channel, to red Aman to enhance the atmosphere
The second floor under the elevator on the first floor, decorated with Aman waves
Other areas of the specific adjustments, norms, so that people have a new feeling
Sixth, publicity:
1, the media publicity;
Select the Xi'an area ratings of Xi'an one, the prime time to insert 15 seconds of commercials, inserted three times a day, broadcast in three time slots. (**** broadcast 10 days) Cost: 24,000 yuan
Part II
I.
The first anniversary of the store celebration activities planning purposes
The purpose of the anniversary of the store celebration is to increase the influence of the brand, to enhance the popularity and reputation;
Improve the image, increase competitiveness;
Strengthening of the staff's loyalty and centripetal force;< /p>
Strengthening the staff's loyalty and centripetal force;< /p>
Increase the overall efficiency and effectiveness of the store.
Improve the staff's service consciousness, work enthusiasm;
Show cultural heritage, further enhance the corporate culture;
Enhance sales, increase profits;
For the future development of laying a good foundation.
Second, the first anniversary of the store celebration activities planning time
XX year XX month XX to XX year XX month XX, *** count 10 days.
Third, the first anniversary of the store celebration activities planning location: XXXX
Fourth, the first anniversary of the store celebration activities planning participants: all employees, new and old customers
Fifth, the first anniversary of the store celebration activities planning theme: to enhance customer satisfaction, enhance the cohesion of the staff, and to expand the influence of the brand
Sixth, the content of store celebrations activities
(a) external customers Activity
1, discount promotions
1) daily launch a special dish, the daily does not repeat.
2) with the dishes ordered by the customer plus a portion of the dishes, such as the current consumption of 100 yuan, plus 2 plates of gazpacho;
200 yuan plus 4 plates of gazpacho, etc.;
3) discounts, which is a rapid increase in sales of magic, it is recommended that appropriate discounts to stimulate consumption.
2, gifts
There are plans to issue the first anniversary of the store souvenirs, small gifts, enhance the sense of intimacy with the guests, expanding the publicity. Uniformly printed part of the store souvenirs require small and practical, beautiful and generous, such as signing pens with store logo, balloons, lighters, hats, etc., issued by table.
3, lucky draw activities - "food, jackpot, tour of Guangzhou"
All in the X to X day store during the celebration, the day when the consumption of more than 150 yuan customers can participate. Each store to set up a first prize of two, awards "one-day trip to Guangzhou", the unified organization, the winning customer accommodation, food and transportation completely free of charge;
Second prize of 11, the prize store * bag 1, cash 100 yuan;
Third prize of 100, the prize store * bag 1, cash 5 yuan.
(B) internal staff activities
1, service contest
The stores held a mobilization meeting;
"service contest" competition between the waiters, set up a special page in the hall, the daily evaluation of the "Star of the day", and give material awards. "
2, internal essay - "my choice - XXX"
Requirements:< /p>
1) The service of the company's staff, the company's staff, the company's staff, the company's staff, the company's staff, the company's staff, the company's staff, the company's staff.
1) The subject matter centers around what happened in Weishan Lake, which can be work experience, thoughts, opinions, and sentiments.
2) The genre is not limited. Prose, essay, narrative, argumentative essay, poetry can be.
3) The deadline is X month X day. I hope that all employees actively contribute.
The essay activity will be awarded a first prize, a bonus of 200 yuan;
2 second prize, a bonus of 100 yuan;
5 third prize, a bonus of 50 yuan. And centralized exhibition.
VII, store activities to promote
In the modern society of developed information, the media is undoubtedly a medium to attract the public eye. According to the characteristics of different media have different media audience, reasonable for their market positioning and target customer positioning, reasonable choice of media advertising, not one-sided pursuit of coverage, resulting in a waste of advertising.
I) external advertising promotion
1, the concentration of traffic places, train stations, bus stops, etc., to do outdoor advertising.
2, newspaper XXX, local TV stations should also be publicized.
3, and leaflet distribution.
4, online network publicity (electronic coupons, etc.).
(2) internal product publicity
1, in the implementation of traditional catering at the same time, to promote the couple package, business package, family package, filial piety package. For example: couples package can be launched 18 yuan, 28 yuan, 38 yuan, 48 yuan package.
2, green family feast. With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but to eat "green", eat "healthy". The introduction of green family dinner, will undoubtedly be favored by consumers. In the use of raw materials, to promote fresh green food;
Cooking style combined with modern consumer fashion, so that the dishes flavor, nutrition;
In the family dinner menu, focus on the nutritional mix of dishes, balanced diet, to meet people's health requirements. It is strongly recommended that the kitchen department to launch.
3, the mid-autumn season is a good time to nourish, it is recommended that the introduction of high-grade nutritional tonic dishes.
(C) corporate culture publicity
1, take the opportunity of the first anniversary of the store, to publicize the corporate culture of consumers, to enhance the impact in the target consumers. Store during the celebration, the establishment of a large publicity board, posted above the spirit of the slogan, landscape pictures, hot pot production process, picture information, staff messages, etc., so that customers to "eat" as a kind of enjoyment, so that customers forget to come back.
2, the scene atmosphere, including lighting, sound, posters, POP and so on.
Eight, the first anniversary of the store site layout
1. Site layout conditions for the preparation
Hydrogen balloons, banners, mascots, large promotional posters, flyers, display boards, POP (various posters), Miss Manners, souvenirs and so on.
2. Outside the store site effect
Hydrogen balloons with banners floating in the air;
mascot enthusiastically beckon to you;
Outside the body of the "XX Anniversary Store Celebration" wake up goals and preferential items of the large banner, as well as the supplier's congratulations on the unit's banner;
The entrance to set a high level of publicity, a large leaflet, POP (all kinds of posters), Miss Manners, souvenirs, etc.
2. p> A high-precision spray-painted store notice board is set up at the entrance;
The lady of honor distributes souvenirs for the first anniversary;
The whole presents a joyful atmosphere. Create a simple and tasteful festive atmosphere, consumers will be attracted by this atmosphere once they pass from the door.
3. store site effect
waiters dressed neatly, smiling, enthusiastic;
the front desk service carefully and patiently;
the ground can be seen;
the table and chairs are spotless;
a variety of promotional materials to read;
bright and soft light;
music such as mountains and rivers;
the music of the world's most important music, the music of the world's most important music, the music of the world's most important music, the music of the world's most important music, the music of the world's most important music, the music of the world's most important music, the music of the world's most important music.
Green bonsai is a delight to the eyes;
Customers can enjoy first-class service and all-around sensory enjoyment of sight, sound, touch and smell from the moment they enter the store. After eating, you can also participate in the lottery and give souvenirs.
Nine, the cost of budget
1, hydrogen balloon 1500 yuan
2, souvenirs 1000 yuan
3, banners 200 yuan
4, promotional materials, posters, 500 yuan
5, a day trip to Guangzhou, 2,200 yuan
6, internal competitions 1650 yuan
7, Advertising costs 10000 yuan
8, a total of 17050 yuan
X. Effect analysis
1, publicity and momentum, five joint store celebration, the momentum is grand, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve the visibility and reputation.
2, inside and outside the store modeling humane, thoughtful service, can enhance the target consumers of this enterprise loyalty.
3, through the service contest, essay contest, cost saving contest, can greatly enhance the staff's sense of belonging to the enterprise and centripetal force, improve the work enthusiasm.
4, through the promotion, enhance turnover.
5, this activity is large-scale, and the cost is relatively low, can achieve twice the result with half the effort, the formation of a big sensational effect.
Part III
I. Theme: Proud of China, welcome to the Olympic Games a leave of absence
Second, time: August 2 (Saturday) August 3 (Sunday)
Third, location: xx city xx department store
Fourth, hosted by: xx personal care products stores xx city xx department store co-organized
V. Co-organizers: xx city xx department store intends to participate in promotional activities of other merchants, manufacturers.
VI, marketing model: joint marketing, alliances, *** create *** win
VII, the purpose: to attract people, enrich the square activities, concessions and promotions, to promote sales, *** create *** win, to enhance the xx department store and xx Square and other merchants in the local visibility.
VIII, promotional ideas: Advance production of promotional leaflets, distributed within the business district, or clip newspaper distribution, so that customers are aware of the activities, create an atmosphere of activity, create momentum in advance, through large-scale cultural and artistic activities to attract customers, publicity of corporate products and brands, the roadshow on-site organization of the promotional table, in advance of the organization of promotional activities and promotional products with great strength, concessions to customers, to provide an enjoyable cultural feast and concessions! Favorable meal, creating a cool summer.
IX, cooperation:
xx Department Store: to provide venues, power supply, other related things to coordinate, to assist in the construction of the stage, the relevant atmosphere to create the security of publicity materials maintenance (such as arches, lanterns, columns, boards, etc.), the site order to maintain, the other merchants of the communication and negotiation, to invite more merchants to participate in the activities.
xx Square: organize the planning and implementation of activities, set up the stage, invite cultural and artistic performers
Other merchants: to provide off-site promotional activities, share a small portion of the advertising costs, and take the initiative to cooperate with the activities of the arrangement, each merchant to provide 500 yuan / store / 2 days
X. Membership area of the promotional activities:
1), the purchase of 88 yuan for free for the membership card to send a 20 yuan shopping coupon
activity period in the store, or activities on-site purchase of xxfang products full of 88 yuan can be free for a membership card, and return 20
yuan shopping coupon, each person is limited to one.
2), members to send
To celebrate the 1st anniversary of the xx Square xx store, with a membership card, you can go to the xx Square store to get a free gift worth 30 yuan (birthday cake, 20 yuan shopping coupon a) the old members to introduce new members can be free to apply for a membership card, the old and new members can be given a value of 24 yuan face stickers 2, the number is limited, while supplies last.
Headquarters to provide: 400 face stickers
3), members buy and send
A member of a one-time purchase of up to 598 yuan, to send the value of 380 yuan coffee pot, limited to 3 (first-come, first-served, except for the purchase of special-priced goods)
B member of a one-time purchase of up to 398 yuan, to send a set of silk pajamas valued at 280 yuan, limited to 5 (first-come, first-served, except for special-priced goods)
B member of a one-time purchase of up to 398 yuan, to send a set of silk pajamas worth 280 yuan
C members of a one-time purchase of 120 yuan to send the value of 59 yuan (D-0218) aromatherapy pressure relief foot scrub 200G a (limited to 50)
D members of a one-time purchase of 60 yuan to send the value of 36 yuan HE Ginger Revitalizing Hand Cream a (limited to 200) eleven. Promotional activities:
1), anniversary celebration, come to send
Content: activities during the period of any in-person activities on-site, or in-store can be added to send a beautiful gift, each person is limited to send a limited to the first 300, limited to the number of each day, while stocks last: to send a trial package of 2-3 packages, the trial package can be distributed through the store staff or actors on stage. Giveaways: provide a value of 12 yuan / piece of face stickers 100 pieces
Provide HE Hundred Flowers Peak Nectar Smooth Hair Care Honey Trial Pack of 600 packages
Costs:
2) Anniversary Celebration, full of return, return and then send
Time: Expected (to do 10 days or so)
Content: To celebrate the 1st anniversary of the store, thank the majority of customers for the long term on the xx Square Care store's support, the grand launch of the "full return" promotional activities:
A shopping full of 80 yuan, back to 20 yuan shopping coupons, send the value of 18 yuan orange blossom moisturizing water 35ML (H-0018) B shopping full of 160 yuan, back to 40 yuan shopping coupons, send the value of 36 yuan HE Ginger revitalization of the beauty of the hand cream 80G a (H-0054) C shopping full of 220 yuan, back to 40 yuan shopping coupons, send the value of 36 yuan HE Ginger revitalization of the hand cream 80G a (H-0053) 0054) C shopping full 220 yuan, back to 80 yuan shopping coupon, send the value of 59 yuan aroma pressure foot scrub 200G (D-0218) a
D shopping full 300 yuan, back to 120 yuan shopping coupon to send the price in the 68 yuan aloe vera isolation cream E shopping full 380 yuan, back to 160 yuan shopping coupon, to send the price in the 83 yuan rose bubble bath 500ML a (H-) (0218) operation:
(1), shopping coupons need to be used each time you shop more than 60 yuan to use 1, more than 120 yuan 2, and so on, up to five.
(2), the customer with the sales ticket can enjoy preferential activities, (A|, B, |) each company to send an additional 100 copies. (C, D, E) to send 50 copies 3) Anniversary, buy on the prize
Time: (only 2 days)
Content: Where a one-time purchase of more than 48 yuan can participate in the lottery, 96 yuan more than 2 times, and so on, up to 5 times
All have the opportunity to win prizes, a lot of prizes, a lot of opportunities, don't miss it.
First prize: a refrigerator (4 liters) 1
Second prize: a set of expensive tableware 3
Third prize: valued at 78 yuan HE whitening sunscreen retouching lotion 60ml50
Fourth prize: valued at 59 yuan aromatherapy stress relief foot scrub 200G (D-0218) a 100
Memorial Prize: send ( Shea Butter Curl Care Spring Vegetable)