# Planning # Introduction The planning book is a written book of goal planning and a street lamp to achieve the goal. The following is the opening activity plan compiled by KaoNet. Welcome to read it!

1. Opening activity plan

1. Promotion objectives:

1. Improve the awareness of the target audience on Jingtu brand through scientific and reasonable integrated communication scheme.

2. combine the consumption psychology of the target audience, develop activities with both interactivity and participation, and enhance the audience's friendliness to the brand.

3. Make attractive preferential schemes for consumers and provide strong support for our sales performance.

second, the promotion strategy

1. Online and offline, three-dimensional publicity.

In this era of information explosion, only a scientific integrated communication strategy can make the audience remember it clearly; Before and after the opening of the new store, we will combine the network marketing communication scheme to create a targeted and comprehensive brand communication activity.

2. Interactive communication, popularity first.

Only participation can lead to interaction. Therefore, it is both interesting and rewarding to focus on the audience's psychology in the activity setting. From our standpoint, we must achieve the goal of having a good reputation and making the brand image of Jingtu deeply rooted in our hearts.

3. Media combination, both soft and hard.

Although the attention of the leaflet is limited, it plays an undeniable role in brand communication during the opening period of the new store by putting it in the media with a concentrated target audience and making beautiful pages. At the same time, it is more worthy of the trust of the audience and is very conducive to guiding consumption.

4. Preferential scheme to detonate consumption.

At the moment full of temptations, how can we attract the audience's actual consumption without a reasonably designed preferential scheme? Only by achieving the trinity of "inducement", "inducement" and "promotion" can we detonate consumption.

III. Promotion plan

Pre-promotion preparation materials:

◆ Leaflet

◆ Voucher

◆ Invitation letter

◆ Advertising balloon

◆ Wall sticker

◆ Bookmark

◆ Gift package

◆ Post the opening poster: inside the elevator and on the telephone pole;

◆ Media promotion

◆ Wechat promotion, sharing or gathering praise for the prize-winning activities.

2. Planning book for opening activities

Pre-publicity:

1. There must be leaflets. The leaflets should be printed beautifully, and more people should be sent out to unify the clothes, which will have publicity effect. Go to the residential area in the morning, and you can see the door when you go to work. Arriving at the gate of the primary school at noon, mothers who wait for their children to leave school are usually bored, so they should take this time to look at the leaflets in detail, and those who take a walk at night should make targeted hair, women between the ages of 18 and 45 and men between the ages of 21 and 31, so as to avoid waste.

2. consult with the construction bureau and hang some banners on the street, which can use some explosive words: cosmetics products are all over the city! So as to attract others' attention. Hang on a little longer.

3. find two small cards, stick large publicity color pages on the carriage on all sides, add music, and turn around every road in the county every day. This is generally known to propagandists and is very simple.

4. Rent two balloons and hang vertical banners to create momentum in the early stage of the square.

5. Publish soft advertisements in local forums in the county to increase the visibility of our store.

6. a follow-up case with the effect of cosmetics after use can be installed at the door of the store to reassure consumers.

activity theme: we are responsible for your beauty!

stay young forever, starting with us!

Activity content:

1. Take advantage of customers' cheap psychology. Your store will certainly have daily chemical products, such as toothpaste, shampoo and soap. Generally, these things are not profitable, but they can also play a great role if used well. This is something that every family will use. First of all, you can put up a signboard: Daily chemical products all over the city! Just a dime can attract a lot of people to your store, and the county town will spread widely, which will make you popular. It's Procter & Gamble, Unilever and other products whose prices are familiar to everyone, so that customers will think that everything in your house is cheaper than other homes, and they prefer to come to you no matter what they buy.

2. The manufacturers will definitely support your activities. Which company can you ask for some balloons? Generally, the quality of promotional balloons with words on them is better. The end of May falls on June 1st, so you can print on the leaflet: It is polite to enter the store alone. Customers who come here will be given a balloon if they have children. It is better if some manufacturers give away some bags of trial clothes for free, and they can give them to potential customers.

3. As long as you buy brand cosmetics during the event, you will be given a VIP card, stating that it usually costs 31-51 yuan to buy a VIP card. With this card, you can get a 11% discount on brand cosmetics, and you can redeem points for prizes. Make a VIP card instruction and post it in a conspicuous position. Objective To establish a long-term relationship with customers.

4. lucky draw. General activities are inseparable. There are two ways to buy products with different prices, and the lottery method is different.

5. since there is beauty and body building service upstairs, of course, we should push it. Besides the products upstairs, the above activities are also applicable. Besides, it is also necessary to buy brand cosmetics and send them to the upstairs service once for over RMB 111. Beauty, scraping, hand care and pedicure are optional. Generally, people with skin care awareness will consider it. If a free gift works well, they will become customers upstairs, which will bring more profits to the store. Each customer keeps a file so that he can visit again in the future.

6. A beautician should help customers analyze their skin, and a skin tester should test their skin and hair for free. Only when customers see that their skin is defective will they arouse their awareness of skin care. Be careful not to speak too seriously so as not to arouse customers' disgust. The beautician has good skin, gentle voice and understands the customer's psychology. If there is a manufacturer's beauty tutor, the general customers believe that "foreign monks can recite scriptures", and a place can be set up, just like an outpatient clinic, for customers to sit down for detailed consultation and the tutor will give detailed answers.

7. Determine the opening date, and this day will be the store celebration every year. It is more meaningful to think of a theme, such as the xx Makeup Festival, and customers will remember it better. Since it is a make-up festival, make-up is definitely indispensable. You can ask a make-up artist to make up for each customer who is doing beauty or buying brand cosmetics for free. Customers who need make-up will definitely have different effects if they have a professional make-up artist to try on makeup. During the activity, you can choose a shop assistant or interested customers to demonstrate and show customers the difference between before and after makeup. The customers in the county are not aware of makeup, but they are gradually rising, generally targeting women between 21 and 35.

8. set up some redemption products. For example, gel water of 15 yuan at ordinary times can be bought at 11 yuan in 38 yuan. Set up a redemption area. In this way, if you buy enough 38 yuan, you can draw a lottery or redeem it. It is generally difficult for customers to resist this temptation. Redemption products can be set with some products with higher profits. Only your family has products that are not available in other families, and there is no way to compare prices.

9. Because it's summer soon, you can't live without sunscreen. You can make a fuss about sunscreen, and you can get sunscreen as much as you buy brand cosmetics. For example, Bomei buys 211 yuan and adds 11 yuan to send a sunscreen with the original price of 68 yuan. The specific price can be considered according to the goods in the store. You can also prepare some umbrellas, shawls and sun gloves as gifts or prizes.

11. Of course, there must be discounted products when opening a store. According to the brand profit, determine how much discount to give and what gifts to give when a certain amount is over. In addition, there are daily products that are cheaper than usual, such as washing powder, toothbrush, shampoo, paper towels and so on. Since children will have a holiday on June 1st, it is suggested to set up some special areas for children's products, and some toys can also be prepared for gifts. If children like it, parents will definitely pay for it. The price of the pattern should be printed on the leaflet.

11. Customers with birthdays during the activity can get a free gift with their ID cards or household registration books, and the gift will be set according to the situation in the store.

12. You can prepare some vouchers and distribute them after spending a certain amount in the store to prepare for future long-term customers.

13. According to the situation in the store, more low-priced products can be introduced. Teach female students beauty knowledge free of charge to attract them. Launch birthday free trial activities to promote products. When attracting students' birthdays, choose our products as gifts. Generally, female students are attracted, and their parents will also become potential customers.

There are many activities mentioned above. Shopkeepers can choose a few items with great influence to be printed in the eye-catching position of the leaflet, and hold the opening activities for a few more days, so as to gather popularity for the last day's lucky draw and at the same time gain popularity. Set up two employees with good image and temperament to welcome guests at the door. When customers enter the door, they must smile and welcome them. First, give them a warm feeling. For a store, the impression of customers coming to the door for the first time is the most important. We must retain customers with professional and comfortable service attitude. There are not many people in a county, and reputation is more important than credibility.

Activity site:

1. Professional performance teams are indispensable. You can invite performance teams in your local or city according to the funds. Please ask a typhoon host who can improvise, interspersed with prize-winning questions and answers, and give small gifts. I can invite a band, because a large part of cosmetics consumers are young people, and they are interested in bands. Set up some special products, only selling 111 pieces a day, which are daily necessities, so that someone will wait at the door early every morning, and the publicity will be achieved. If the effect is too good, you may have to maintain discipline, buy them in order, and naturally return them the next day if you don't buy them, so that you can gather popularity early in the morning. Everyone has the nature to join in the fun, so why worry about not having customers?

2. It is also a good medium to have a school in front of the door. You can set up a billboard next to the school and write: The road to beauty and so on. Decorate the brand with balloons or something, so that people can look at it from a distance and are willing to go to the store. Rainbow doors are suggested at the entrance of the store, and manufacturers can prepare promotional tables on both sides or in front of the door. Put some prizes at the door to give customers the motivation to buy.

3. billboards should be set up at the door, which are products with discounts for activities, as well as the details of this activity and so on. You can write it by hand or ask an advertising company to design it. It doesn't cost too much. Large balloons are still hung with vertical banners at the door or square.

Activity program

The door will open at 8: 11, and the employee dressing the will play music and dance the hand language exercises or dances taught by the instructor. It is recommended to be elegant and generous. The instructor leads the dance.

at 8: 31, special products with limited sales will be sold, and customers will be given number plates to buy in order. Welcome at the door, if there is a tall and delicate welcome. There may be some confusion during the period, so pay attention to the anti-theft in the store, and the staff must be enthusiastic and give customers a good impression.

at 11: 11, the opening ceremony officially started, and firecrackers were fired to celebrate. It was a salute from the etiquette company, and colorful paper like flowers fell from the sky. Playing music or playing a band attracts the attention of passers-by. The host announces the opening ceremony, and the shopkeeper delivers a speech: Dear fellow villagers, sisters and friends! Today is a good day for our opening! Thank you for coming to join us. I am very grateful. The shop will return to you folks with the purpose of the whole city! Your beauty is our responsibility!

after ten o'clock, more customers will come in, so pay attention to the reception. Customers will ask for vouchers, VIP cards and lottery cards, which will be distributed by special personnel with shopping receipts.

during this period, the band has been playing. If the funds are sufficient, some funny clowns or acrobatics will be better. Interspersed with prize-winning questions and answers, you can set up some beauty and skin care questions. Those who answer correctly send a card to the store to get it. In short, it is to attract customers to the store, and maybe you can find what you need after a few more turns.

at 12 o'clock, the performance will be suspended, telling customers that there are still limited special products and performances starting at 2 o'clock in the afternoon, so that the afternoon will not be deserted. Play music at noon.

3. Opening activity plan

I. Preface

The opening ceremony is based on creating a grand celebration atmosphere, and the activity aims at forming a good brand promotion and image display effect. Through this opening ceremony and guest reception, the theme and taste of Hangzhou XX Liquor Company's "Classic with Rich Sauce and Delicious Flavor" were reflected, which left a deep impression and a good reputation in the minds of participating consumers, established brand loyalty, made potential customers substantial, and established a leading position in the industry.

II. Activity Procedures

This planning case consists of two parts: opening ceremony and promotion activities

The layout of the main venue of Hangzhou XX Liquor Company is as follows:

1. Stage: The stage is built in the square on the first floor of Zhongnan International Building where Hangzhou XX Liquor Company is located, and the left side of the square is set off by a large arch of 15 meters (in the middle of the second floor). Due to the hot weather, in the center of the square, a sunshade of about 151 square meters was built in front of the gate of Zhongnan Building.

the red carpet extends from the arch to the sunshade. There are two welcoming guests from the arch to the awning as the welcoming avenue, with a small flowerpot on the side. The main stage is located at the south gate of Zhongnan International Building, with the platform (about three meters) above the existing steps as the stage, with a background wall behind it to cover the existing glass door, covered with a red carpet, with audio on the left and right sides of the stage and a vertical microphone in the middle. At the back of the stage, green plants and colored bonsai flowers are placed under the painting screen (including the audience).

2. complete set of sound: a set of 2 main boxes, 2 return listening, 1 mixer and cabinet.

3. Background frame construction: 6m long * 3m high frame structure.

4. sunshade construction: the sunshade is built about three meters below the steps of the main stage, with an area of 11 meters *15 meters. There is an entrance on the left.

5. Placement of tables and chairs: The whole sunshade is covered with a red carpet, and there are 111 chairs for guests to sit on.

6. Welcome area: There are four welcome staff in the sunshade to guide the guests' seats and distribute mineral water.

7. Arch door: An arch door with a width of 15 meters is set on the left side of Zhongnan International Plaza.

8. Two balloons: two hanging "Celebrate the Grand Opening of Hangzhou XX Wine Company"

9. Guiding signs: at the entrance of the 4th Bridge, one guiding sign is set at the entrance of the square.

11, colorful roadside flag (21 faces): set around the square to render the atmosphere

11, flower basket (1.5-meter-high three-story flower): the words on the flower basket: Congratulations to the grand opening of Hangzhou xx Liquor Co., Ltd. The flower baskets of XX Company are placed on both sides of the stage.

12, corsage (21 for guests)

13, ribbon-cutting: leaders cut the ribbon together (Miss Etiquette takes the stage, for reference only. )

14. Hostess: Six hostesses, dressed in uniform red flags, stood at the designated place to welcome guests.

15. Layout of vehicle entry and exit indication signs such as guide card, guest rest area, etc.: Vehicle entry and exit and parking guidance signs are set at fixed positions on the edge of the square, where vehicles are parked uniformly. Vehicles are parked under the guidance of security guards. Note: security guards should pay attention to the guidance of on-site parking.

16. process display stand: a meeting process display stand is set at the entrance of the guests, which mainly indicates the approximate time of the meeting and the orientation map of the guests' banquet.

17. Go through the relevant formalities of examination and approval: communicate with the property management company when the stage is set up.