In order to ensure that activities can be carried out correctly, it is often necessary to make an activity plan in advance according to the specific situation, and the content and form of the activity plan should be carried out around the theme of the activity, so as to finally achieve the purpose or significance of the activity. How should the activity plan be formulated? The following is the planning scheme (7 general articles) for May Day activities in 2122, which I compiled. You are welcome to learn from it, and I hope it will help you. 1
"Retain old customers and develop new customers" is the planning scheme for May Day activities of the property.
The May Day holiday is the peak period of catering consumption, but the income of three days on May Day is not comparable to that of one month. The purpose of holiday marketing is not only to improve short-term economic benefits, but also to retain existing old customers, develop potential new customers and drive future performance growth. In addition, there will be many potential consumers staying in Jiazhou New Town and Mantingfang in the future, and new customers will be developed.
according to this theme, we should implement new product development strategy, combined sales strategy and membership card marketing strategy. And carry out promotional publicity for the consumer groups of this hot pot shop.
membership card marketing strategy
(1) Benefits of implementing membership card printing:
1. Long-term advertising effect.
2. It helps to retain old customers.
3. Collect member information to improve products and services in the future, which will make customers more satisfied and facilitate the formulation of future marketing plans.
(2) Classification of members
Gold card members of ordinary members
(3) Functions of membership cards
Ordinary members: spend with their cards and give away a special dish; Or enjoy a discount.
gold card members: spending by card gives priority to the use of private rooms, and the private room fee is free; Give a special dish; Enjoy a discount.
note: try not to use discount for low-price marketing.
(4) membership card production requirements
ordinary cards: concise, generous and good.
gold card: noble and elegant, which can highlight the cardholder's taste.
ordinary cards and gold cards are numbered uniformly.
(V) Form of issuing membership cards
Ordinary cards: all consumers in our store can give them away during May Day. Or spend more than 311 in our store at ordinary times.
Gold card: presented to enterprises, institutions and celebrities in Leshan in the form of network donation.
Remarks: Leverage marketing: Leverage the sales centers of Man Tingfang and Jiazhou New Town to give free membership cards to their owners.
(VI) Member management (consumer information collection)
After issuing the membership card, record the cardholder's information corresponding to the membership card number, and give specific information (the number of consumers, the personal relationship between consumers (including family, colleagues, friends, etc.), the amount of consumption, the dishes consumed, dining habits, etc.) on each visit of the cardholder.
collecting members' information can improve products and services in the future, which is also convenient for making marketing plans in the future.
New product development strategy
Eating hot pot in summer makes you feel hot and dry, and it is easy to get angry. And with modern people's awareness of living standards, among family consumers, there are often elderly consumers over 61 years old, who should not eat too much greasy food; It is not suitable for young women who love beauty to eat spicy food. To solve this problem, we should develop targeted new products (pot bottoms):
refreshing warm-tonic hot pot, health-care hot pot, beauty-removing hot pot, etc. (such as hot pot with various fungi and refreshing melon and fruit hot pot)
combined sales strategy
A variety of dishes and pot bottoms should be reasonably matched to form different packages, and each package should be given a distinctive name, and the combined package should be given a certain degree.
The role of this strategy:
1. Guide consumers to consume different dishes and new products.
2. Help consumers to match their tastes.
3. The naming of the package combination can deepen consumers' impression of the dishes in this hot pot restaurant and this hot pot restaurant.
promotion and publicity strategy
The Chinese restaurant in a certain hotel is positioned in the middle and high-end market, so it is positioned as a "boutique square" when doing publicity.
(1) Target consumers
At present, the target consumers of Chinese restaurants in a certain hotel are middle and high-end people. They have cars and money for dining and leisure consumption, and they usually take their families or friends with them when eating hot pot. Such people are concentrated in binjiang road riverside tea shops and teahouses, business clubs, leisure and fitness clubs, etc.
(II) Publicity form
Flyer:
1. Production requirements: invitation form, beautiful, generous, 3111 copies
2. Content: a brief introduction to the Chinese restaurant in a certain hotel, new dishes, new pot bottoms, May Day activities, etc.
3. Distribution: binjiang road riverside tea shops and teahouses, business clubs, leisure and fitness clubs, etc.
4. Newspaper advertisement: Instead of advertising directly in newspapers, give leaflets to newspaper agents and sellers and insert them in newspapers, so as to promote at a very low cost.
TV advertisement:
1. Content: Brief introduction of Chinese restaurant in a certain hotel, features, new dishes, new pot bottom, introduction of May Day activities, etc.
2. time and duration: during the period from 6: 11 to 8: 11, two 31-second advertisements will be placed within 1 hour. The broadcast time is from April 28th to May 1th.
note: due to the high cost of TV advertising, whether to put it in is to be determined. Planning scheme of property May Day activity 2
Activity background:
Facing the coming of the first long holiday after the new year, the first sales peak will also come. In this transition period of spring and summer, consumption is more active, especially clothing and food.
activity idea:
May is the season when the weather turns warmer and tends to be stable, and it is also a good time to carry out outdoor activities such as tourism. The activity of "Gong Kai May, Holiday" is specially held. Gong Kai is a strong promotional activity, and it is time to save money for consumers. During the holiday, we will hold many interesting activities. The purpose of this activity is to grasp the consumption characteristics of consumers during this period. Later, there were great love activities such as Mother's Day, Helping the Disabled Day and Milk Festival throughout May.
Activity purpose:
Increase store sales, increase corporate affinity, establish a good corporate image and cultivate loyal customers.
Activity theme:
"Gong opens in May, holiday"
Main publicity:
1. I'll start the gong, so you can save money.
2. Play vacation (price) period
Activity time:
April 25th-May 5th, X
Chapter:
1. Save money by opening a gong, have a holiday
2. Poetry and flowers, Mother's Day
3. Love action, helping the disabled day
.
extension: price reduction promotion, snap-up, bundled sales, joint promotion, and redemption.
content:
1. Opening ceremony package, unlimited surprises
2. Opening time, race against time
3. X price period, opening ceremony package of
a promotion section
, unlimited surprises (activity time: May 1 to May 7)
"May Day".
activity content: the essence is bundling, and the sales are divided into "tour package" and "holiday package"
"tour package" is aimed at short-distance travel consumers and foreign long-distance travel groups, which accumulates the discounts of individual goods and highlights the price advantage in a concentrated way.
"Holiday Package" is aimed at people who are busy with work on weekdays and rarely have a rest, especially single consumers. It mainly combines the necessities of life properly, and suggests to speculate on the concept of health here and launch the "Golden Week Health Spectrum".
May 1 "glorious meal of labor" is a nourishing series
May 2 "first meal of opening the gong" is a Huada special series
May 3 "meal of playing with beauty" is a green series
May 4 "meal of fashionable youth" is a nutritional series
May 5 "meal of flying youth" is a beauty series
May 6.
b, the opening time, race against time (activity time: May 1, X year to May 7, X year)
Activity content: The essence is snapping up, at 8: 11-9: 11 am, 4: 11-15: 11 pm and 21: 31-21: 31 pm every day.
8: 11-9: 11 am mainly housewives' goods
14: 11-15: 11 pm ordinary goods
As long as you make a one-time shopping in 68 yuan during the activity, you can go to the service desk and get a grab ticket and buy it. It is valid on the day of the grab ticket purchase and will be invalid after it expires. (The quantity is limited.
internal note: internal employees and employees' families are not allowed to participate in this activity, and offenders will be corrected. All snapped-up goods are put in boxes (sealed boxes) and piled up on the heads of snapped-up piles. Customers buy cartons and add one yuan to the service desk to exchange goods, with a daily limit of 311 products.
3. Price-changing period (activity time: 21: 11 pm on May 6th, X year)
In order to enhance the popularity of shopping in the evening, we specially warmed up the late promotion on the evening of May 6th, that is, before the end of the long holiday, and set up a commodity auction in the outfield, and 1 yuan started shooting. Planning scheme of property May Day activities 3
In order to further enrich the cultural life of residents in the jurisdiction, improve the level of community civilization, display multi-community culture, and build a livable, civilized and peaceful harmonious community, the community research decided to vigorously carry out the activities of "building brand culture and building a harmonious home" in the jurisdiction. The following May Day activity plans are hereby formulated:
1. Guiding ideology
This brand cultural activity aims to organize cultural activities with various forms and rich contents, which are loved by residents, show the new look of the community and build a civilized and harmonious community by building various forms of cultural and sports teams.
II. Activities
(1) Establish a community culture and art festival. It is planned that the last week of X every year will be the community culture and art festival, during which community cultural and sports teams will be organized to carry out some competitions, performances and exchange activities.
(2) vigorously carry out square culture, building and courtyard culture and family talent display. Organize cultural and sports teams to enter buildings and families, carry out community reading activities, family talent shows, etc., mobilize residents in the area to participate in activities, and enhance their sense of identity with community culture and art festivals.
(3) hold a vocal music and instrumental music competition. In order to further the cultural life of prosperity of the community, promote the exchange of excellent folk music teams in the community, and promote the development and level improvement of mass folk music, the community is scheduled to hold an excellent folk music competition during 21xx years. The purpose of this competition is to create a famous brand, promote harmony, popularize and build an image.
(4) carry out community cultural exchange activities. Organize some exchange activities regularly to enrich the content and improve the level of activities. Organize community cultural teams to participate in some ceremonial activities, and strive to create a unique cultural brand in the community, so that the community cultural and sports teams can gradually embark on the road of self-development and self-improvement.
III. Work Plan
(1) On the basis of the existing traditional folk culture teams such as Yangko Team, Tai Ji Chuan (Fan) Team and Waist Drum Team, a number of cultural activity teams focusing on instrumental music, vocal music, calligraphy and painting, and fine arts will be newly cultivated and developed. Attract more community residents to participate in community cultural activities and promote the construction of community cultural activities for all.
(2) The community plans to conduct a detailed investigation of community cultural and sports activists in about one month, and classify cultural and sports personnel with different hobbies. According to the situation, set up different sports teams. If conditions permit, set up a community band. At the same time, through the establishment of community dance association, calligraphy association, chess friends association and other cultural and sports organizations, the establishment of community chorus, community instrumental band and other activity teams.
(3) Make some cultural business cards. Distribute it to relevant wedding companies and etiquette companies to improve the popularity of community cultural and sports teams.
(4) increase publicity. Through the news media, radio, publicity window and other publicity means and channels, publicize the activities of community cultural and sports teams, and improve the visibility of community cultural and sports teams and the sense of identity of residents. Planning scheme of property May Day activity 4
1. Activity idea:
Establish a community fashion of advocating labor, unity and harmony, and strengthen the harmonious relationship between neighbors
2. Activity theme:
Participation of men, women and children, Warm community celebrates May Day
III. Activity time:
During the May Day holiday in 21xx
IV. Activity content:
1. Holding family cultural performances and elegant demeanour shows
In order to enrich the spiritual and cultural life of the community residents, enhance the emotional relationship of the community neighbors and show the spiritual outlook of the community residents. Create a harmonious and progressive atmosphere for creating a civilized city and hold community cultural networking activities. Community neighborhood cultural networking activities organized by residents in the community will drive the climax of community activities to create a civilized city.
By carrying out various forms of on-site cultural performances, residents' entertainment activities, the creation of spiritual civilization in the community and the display of community culture, a harmonious, positive and progressive cultural atmosphere in the community will be formed.
2. Carry out May Day Friendship Activities
The community plans to organize community cadres and neighborhood mutual aid activists to carry out May Day Friendship Activities on May Day this year. Through the promotion of residents' fitness campaign, residents' spare time life will be enlivened, their physical fitness will be strengthened, mutual understanding among residents will be enhanced, the cohesion and penetration of the community will be improved, the principles and policies of the party and the government for building a harmonious socialist society will be further publicized, the enthusiasm and initiative of the residents to participate in social networking activities will be further encouraged, and the due role of community networking activities will be truly brought into play.
3. Carry out Neighborhood Friendship Games
Organize neighborhood fun games, Chinese New Year's parties and other forms to publicize family culture, and carry forward the new civilized style and spiritual outlook.