范文一：商家线下活动策划方案
一、活动目的：
Through the promotion of the summer peak-selling goods - beer, to drive the popularity of the off-season promotion climax. To buy and give away beer and throughout the beer festival "beer night" as the two major promotional themes, put forward the concept of supermarkets summer night market, active community cultural life.
Second, the overall program:
1, the form of promotional activities:
Time:? July 1 to July 30, 2011
Location: in the store channel promotional area and giveaways outside the store area
Commodity promotional organization:
(1) During the promotion period, manufacturers are required to provide support for the special price of goods.
(2) to buy gifts as the main form of promotion, require vendors to provide a specific way to buy gifts, customers buy the brand buy more gifts, giveaways outside the store giveaway area set up a giveaway table, such as a customer one-time purchase of Yanjing Beer three to send a piece, etc., to strengthen the concept of buy more more affordable volume package. The brand can also arrange for free tasting and other promotions in the giveaway area.
(3) the exhibition and sale of goods to the brand as a standard unit, to do each brand a pile of head, to expand its merchandise image row, the manufacturers must ensure that the supply of goods and price advantage is obvious, each pile of head to arrange for a promotional lady focus on promotion.
(4) Activity brands: Yanjing, Budweiser, Baisha, Tsingtao, Beck's, Pearl River, Corona, Le Cordon Bleu, Heineken, Sun Beer and so on.
Activity Program
1) During the activity period, the platform is the center, and the outfield promotion and selling is the main form, interspersed with free tasting, prize competition, prize participation, cultural performances
2) The opening ceremony and the closing ceremony are hosted by supermarkets, and assisted by factories.
Activity publicity
2. Theme: Beer Carnival Night
3. Main slogan: Drink a glass of beer and make friends
Buy more, get more benefits
4. Media promotion:
1) TV special promotional ads
2) Invite the media to conduct a special report, and invite the media from other cities and provinces to report on the "Beer Night".
3) Produce a special radio commercial to be played in the store radio room.
4) Broadcasting time: 24 hours a day
5, DM
1) DM Beer Festival special page ads, the brands of beer in the form of freebies and beer night activities to inform the detailed arrangements.
2) DM prices need to reflect the strategy of the city's lowest price of beer issued 20,000 copies, widely publicized
6, the atmosphere layout
1) inside and outside the store the overall atmosphere layout, rendering a warm and fiery shopping atmosphere
2) outside the store hanging manufacturers congratulations balloon banners, placing the beer air model
store to participate in the "Beer Night" Preferential conditions for suppliers
1, free of charge in the main promotional aisle to get a stacking space
2, the center of the promotional activities can enjoy the best rent
3, can be in the center of the brand in the "Night of Beer" night sales tasting activities
4, free of charge in the center of the back wall of the advertisement ("during the Beer Festival" )
"Beer Festival"
Large-scale activities in the lobby Large hall activities
Activity time: July 20 to August 12
The main content of the event: (a) "Beer Festival" opening ceremony
(b) "Beer Night"
(c) "Beer Festival" closing ceremony
"Oktoberfest" Opening Ceremony
Activity time: July 20, 7:00 pm to 8:30 pm.
Activity form: evening party
Activity organizing committee members: deputy store manager and regional managers
Commander: store manager
Activity content: composed of four thematic content
First, to announce the opening of the "Beer Festival" and introduce the following:
1, the "Beer Festival" of the time
2, the exhibition of the Beer brands participating in the festival
3. Preferential policies during the event
4. "Beer night" activities in the lobby and daytime activities
2. Beer lore, introducing the following
1. beer brewing process
2. the origin of beer
3. the history and performance of several brands of beer
3, Beer performance: several ways of drinking beer, magic, acrobatics
Fourth, song and dance performances: American, ethnic
Performance art requirements:
1, several activities naturally blended together, highlighting the theme of the "Beer Carnival Night"
2, the performance of a high-profile artistry, the subject matter of novelty and fashion, the depth of the cultural connotation.
Venue: 1, in front of the hall set up a performance stage
2, the front set up a VIP seat, the right set up an audience seat
3, the ice bar set up for the seat
Specific implementation details:
The store manager is responsible for matters:
1, contact, organization and host performers
2, contact the news media to report
3, inviting VIPs:
1, contact the media to report the show, and the show will be held in a few days. p> 3, invite VIPs: city leaders, center leaders, supermarket leaders
4, the entire activity site director.
Food District Manager is responsible for:
1, arrangements, determine the back wall of the hall advertising
2, to provide on-site supply of alcoholic beverages
3, inviting representatives of the dealers to watch the show
4, the collection of information on the beer: the brewing process of beer, beer, the origin of the beer, the history of several brands of beer and performance and other related information
p> Personnel Manager is responsible for:
1, the store radio propaganda
2, the arrangement of outstanding employees to participate in the staff table to watch the show
3, the reception of etiquette
4, the closing work
Loss Prevention Manager is responsible for matters: to maintain order
Planning Manager is responsible for matters: the venue effect of the layout
The purchasing department manager is responsible for matters: to maintain order
The planning manager is responsible for matters: the venue effect of the arrangement
The purchase department manager is responsible for matters: to maintain order
Purchasing manager is responsible for: program planning and venue arrangement allocationBeer Night
Activity theme: a beer company title
Activity time: July 20, 2003 to August 12, the evening of 19:00-20:30
Activities: a. Prize
Second, the beer legend
Third, the beer show
The beer show is a great success.
Three, beer show
Four, beer knowledge quiz
Five, a variety of drinking beer competition
Six, beer tasting
Seven, fun games
Prize
Activity 2: Beer Legends (the following two forms)
1, by the host of the brand of beer, the history of the brewing process, taste, Performance
2, the form of dance drama
Beer show
Activity 3: Beer Dance (entertainment performance)
Activity 4: Live brewing show
Activity 5: Pouring show?
(provided by the factory program)
Activity 6: Beer knowledge quiz, please site customers to participate in the activities, the correct answer to the prize of a bottle of beer.
Beer Athletic Competition
Activity 7: Super Drinking Fairy Race: Please ask the customers on the spot to participate in the activity.
Rules of the game: 1) Select 10 customers to participate, divided into two groups, each group of 5 people.
2) Put 3 glasses of beer in front of each player's table.
3) Players are using the mouth to bite the paper cups, see who is the fastest to drink.
Prizes: Super Wine Fairy two, each awarded a box of beer
Participation Award 10, each awarded 3 bottles of beer
Activity 8: King of the Wine Competition: Please site customers to participate in the activities.
Competition rules: 1) invite 10 players (divided into two groups to compete, each group of 5 people)
2) each player's task is: who drank the most in 1 minute
3) the fastest for the night's King of the wine
Prizes: King of the wine: prize beer 3 cases
Winner: prize beer 1 case
Participation Award: 8, prize beer half a case
Participation Award: 8, prize Activity 9: Beer Tasting (Please ask customers to participate in the activity)
Rules: 1) Pour different brands of beer into several cups, and the participants will taste them
2) See who can separate them out
3) Ask professionals to comment on the results after they are announced
Fun Games (Please ask customers to participate in the activity)
Activity 10: Drumming: invite eight customers to participate in the activity.
Rules of the game: 1) staff blindfolded, back to the customer drum
2) each participant in front of the table set 2 cups of beer
3) drums start to pass, drums down to receive a cup of beer customers to drink a cup of beer in front of their own tables, drink out of the elimination of out of the game
4) beat the drum ten times, the game is over
5) the results of the game: the table There are still two cups for the winner, there is a cup for the encouragement prize, out of the game can also be awarded the participation prize
Prizes: Winner: award a case of beer
Encouragement Prize: award half a case of beer
Participation Prize: award two bottles of beer
Activity 11: Blindfolded Drinking Cross-cup Drinking: Invite customers to participate in the activities
Rules of the game: 1) Invite 6 pairs of couples or friends to participate in the activity
2) men and women stand on each side, blindfolded, the distance between the two ends of the 8 meters away
3) the host announced the start of the drummers, the drummers every hit the two sides to take a step closer, 6 steps after the long drum to hand over the cup
4) the results of the winning and participation awards. Winner of the prize for the success of the cup, the participation award for participants
Prizes: Winner: Award 2 pieces of beer (1 per person)
Participation Award: Award 1 piece of beer (half a piece per person)
Activity Programs:
1, the exhibition and sale of brands submitted by the hosting of the night of the Beer Planning activities and time and place applications.
2, by the marketing department of the order of the scene arrangements.
3, during the event every night by a beer brand to host the night of beer outside promotional activities to the stage as the center, outside promotional sales as the main form, interspersed with free tasting, prize drinking, prize participation, cultural performances and other activities, will be outside the night market atmosphere fully mobilized.
4, food in the store, fresh food area, food street and other classes with the night market to carry out the corresponding promotional activities.
Fourth, the activities of publicity
1, the theme: beer carnival night
2, the main advertising slogan:
. Drink a cup of beer and enjoy the summer
. Buy more, more affordable
3. Media promotion:
. TV special promotional ads
. Using existing media such as the heart of two fifty-eight and other special reports, invite other provincial and municipal media to report on the "Beer Night".
4, atmosphere layout:
. The overall atmosphere inside and outside the store layout, rendering a warm and hot shopping atmosphere.
. Chaoyang store outside the store hanging manufacturer congratulations balloon banners, placed beer air model.
Purchasing Department Marketing Division: responsible for all brands of purchase and gift activities and beer night activities co-ordination;
Purchasing Department Liquid Division: responsible for the invitation of the participating manufacturers, special price negotiation, source of goods to ensure that;
stores: responsible for determining the manufacturers of the stacking head position, gift bit, the night of beer safety and security, stage setup, sound, etc.
Planning Division: responsible for the preparation of the Beer Festival planning program, including the design of internal and external atmosphere of the store. The program includes the design of the atmosphere inside and outside the store, the store unified sign design, about the origin of beer, beer knowledge, such as the effect of the signboard;
Market: responsible for the production of the beer festival media promotion program, including the creative text of the hard ads, the placement of the planning and soft advertising.
Sixth, the cost budget:
A, for manufacturers to choose the project:
1 DM special edition advertising space (120,000 copies) cover 4,000 yuan / version of the inside page 3,000 yuan / version
DM single ads 800 yuan / pcs
2 stores in the pile of headers (0.8 * 2 meters)
400 yuan / heap / store
3 Beer Festival media promotion program including hard advertising creative text and soft advertising planning. p>
3 beer night 500 yuan / night
4 promotional table 20 yuan / day
5 field balloons, models (to be determined)
B, the supermarket to bear the cost:
1, media costs (to be determined)
2, DM costs
范文二：商家线下活动策划方案 范文二：商家线下活动规划方案 I. Analysis of the current market situation (a) product introduction Xiang Xiang bubble one minute convenient hot porridge, by the Led Leifu Food and Beverage Management Company Limited jointly with a number of porridge experts and dietitians to re-create. Its products cover popularity porridge, health porridge, health porridge, slimming porridge, countryside porridge, student porridge, mother and child porridge, elderly porridge, such as 8 series of varieties of 120 kinds of products. Aroma bubble minute hot porridge series products using a unique nutritional formula, based on Chaoshan old porridge, after ten years of inheritance and innovation, and modern production equipment refined. It not only maintains the original flavor of the food and the pure Cantonese flavor, but also becomes a new generation of convenient food with its 100% cooked feature, which is "no cooking, no need to wait, one bubble is ready to eat". It completely retains the inheritance of "mother's taste", with the most stupid way, the best ingredients, the most true love, concocted a mouth-watering and stay in love with the "mother's taste of . The event was a great success. The activity, to be launched first four flavors of convenient porridge, so that according to consumer feedback, and then add new varieties, new flavors. (B) consumer situation Considering that the main group of convenient porridge for young people, so the choice of college students in the group to promote the brand, to open up sales. According to the consumption concepts and habits of college students, the characteristics of purchasing behavior and methods, we designed two sets of questionnaires: pre-promotional consumer questionnaire and promotional activities in the questionnaire. After analysis, we believe that the consumption behavior of college students has the following characteristics: 1, valuing convenience and swiftness. 2, high taste requirements. 3. Convenience food accounts for a larger proportion of the average monthly living consumption expenditure. 4. Repeat purchase frequency is larger. (C) Competitor status In the Chinese market, the rapid development of convenience food, from the initial instant noodles to porridge, such as eight treasure porridge, milk tea and so on. Famous brands of instant noodles are: Master Kong, Imelang, Uni, White Elephant, Wugu Dojo, Fu Manchu, Huafeng and so on. Milk tea is mainly: fragrant Peopeo, fragrant bubble and so on. Due to the low popularity of the brand Xiang Xiang Bubble, there are greater difficulties in marketing, convincing consumers to buy. Therefore, open the market from the group of college students, because they are easy to accept new things, new brands, like to try new products. Second, the purpose of promotional activities 1, to develop and occupy the college students in this huge market segment. 2, to improve the brand awareness of fragrant bubble in the college student consumer groups. Third, the theme of the promotional activities The return of the king, "porridge" in the world. Fourth, the promotional activities location Yuncheng Vocational and Technical College, the small square, the college of the first to the eighth supermarket. V. Promotion time ? year? month? Day 18 to 19:30 pm Six, a series of activities planning (a) the design of the problem 1, the lottery shaking link (ping-pong ball random sampling method) This link, we will be in advance in the ping-pong ball on the numbers written on the table tennis ball, put into an empty box, to disrupt it. When filling out the questionnaire, we have a number on the questionnaire, as long as the questionnaire number digits are 2, 6, 8 these figures can participate in our lottery. In the lucky draw, as long as the ping pong balls are drawn with the digits between 1~~8, they are the lucky winners of our lucky draw. This session we temporarily set up twenty minutes. 2, about the product introduction of the question-and-answer session (on the design of the product publicity questions) In this session, the host has our pre-prepared questions in hand. The host on the spot to ask questions, the audience to answer, answer two questions correctly in a row, you can get a small bag of fragrant bubble nutritious porridge. If you answer three questions correctly in a row, you will get a bucket of Aroma Bubble Nutritional Porridge. This session will last for thirty minutes. ***There are fifteen questions. (2) Prize design We **** set up two links (lucky draw and question-and-answer session), for the above two links we set up different prizes. 1, in the lucky draw, we provide prizes to the lucky winners are bags of fragrant bubble porridge; 2, in the Q&A session we provide prizes to the lucky winners are bags of fragrant bubble porridge and bucket of fragrant bubble porridge. When the audience answered any two of the above three types of questions, you can get a bag of fragrant bubble a small bag, when the audience will be the above three types of questions are answered correctly, you can get a bucket of fragrant bubble porridge. (C) on-site sales On-site, we use the buy two get one free (two buckets and a sachet combination) bundled mode of sales. Note: On the day of the event, the above bundled mode of sales method also applies to the eight supermarkets on campus. VII. Activity publicity and promotion 1, in the college mobile payment hall next to the bulletin board, the water room door side, the dormitory under the bulletin board, 1 ~ ~ 8 supermarkets to put up publicity posters and flyers 2, in the small plaza near the hanging banners (banner content design) Dining room in front of the banner content: aroma bubble, a minute of convenience for us and him The banner content: aroma bubble, a minute of convenience for us and him The banner content: aroma bubble, a minute of convenience for us and him
3, questionnaires, leaflets issued
4, in the school broadcasting station broadcast
5, in the space to publish a speech and publicity on microblogging.
VIII. On-site promotional activities process details
? Month? The afternoon of the activity flow arrangement:
18:00: the official start of the activity (host said the opening remarks)
18:05: the school leadership speech
18:15: the product display (model holding the product for the catwalk, at the same time by the host of the product introduction)
18:30: the beginning of the lottery shakedown session (host of the activities) The rules of the explanation, at the same time by the person in charge of the questionnaire is responsible for letting the lucky lucky draw in order to stand)
18:35: the lucky draw to the stage site for the lucky draw, and by the person in charge of the prizes related to the award of prizes to the winners
18:55: the beginning of the prize quiz session (the audience interactive session, by the host of the explanation of the rules of this link activities)
19: 00: the host puts forward the question, answered by the audience, the first question answered correctly by the audience, the host continues to ask the next question, the second question answered correctly can choose to continue to answer the question, you can also choose to give up, and directly collect the prize
19: 30: the host of the statement of the event's concluding remarks
IX. Activity budget (slightly)
X. The whole activity process control
(a) activity process decomposition, task assignment (slightly)
(b) possible accidents countermeasures
A person is responsible for the safety of the activity process and emergency treatment of accidents. And with the school
Security Office for prior communication, in the process of activities held at any time to maintain contact.
X. Evaluation of the effect of the activity
1, through this promotion, to improve the sales of fragrant bubble convenient porridge. Indicators can be monitored through the later tracking of the eight supermarkets shipments.
2, improve the brand influence of fragrant bubble in the college students. Through a month after the questionnaire, visits and other ways to assess.