I. Purpose of the activity: Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it dealing with inventory? Is it to increase sales? Is it to crack down on competitors? Is it a new product? Or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.
Second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.
Three. Activity theme: In this part, we mainly solve two problems:
1, determine the theme of the event.
2. The theme of packaging activities
Price reduction? Price discount? A gift? Lucky draw? Gift certificate? Service promotion? Demonstration and promotion? Consumer credit? Or other promotional tools? What kind of promotion tools and themes to choose should take into account the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses.
After determining the theme, it is necessary to "pull the tiger skin as a banner" as artistically as possible, dilute the commercial purpose of promotion, and make the activity closer to consumers and more impress them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple price reduction promotion action into a caring action to safeguard consumers' rights and interests.
This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive.
Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider:
1. Determine your partner: Do you want the government to support you, or do you want to sell your own "dog meat" through the media? Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks.
2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.
5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.
6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.
7. Pre-preparation: The pre-preparation is divided into three parts.
1, personnel arrangement
2, material preparation
3. Test scheme
In terms of personnel arrangements, it is necessary to "everyone has something to do and everything is in charge", and there can be no gaps and overlaps. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing.
In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene.
More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area.
Eight, medium-term operation: medium-term operation is mainly activity discipline and field control.
Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.
On-site control is mainly to arrange all links clearly and make them busy and orderly.
At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable.
Nine. Late continuation
The late continuation is mainly a matter of media propaganda. In which media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.
X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.
XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents.
12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.
The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits.
With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.
May day promotion plan
I. Activity time: April 30th-May 8th.
Second, the purpose of the activity:
May is a golden week, and there are several major festivals throughout the month, such as May 1st International Labor Day, May 4th Youth Day, Mother's Day and Children's Day. In order to better promote sales, increase customer unit price, produce more influential social effects, and further enhance Jiahui's corporate image.
Third, the theme of the event: celebrate May Day, enjoy convenience and welfare, and win wonderful prizes.
Fourth, the slogan of the event: May 1 shopping * *, shopping prize; When the price falls to the end, it will keep running.
Verb (abbreviation of verb) Advertising: DM: April 30th to May 4th, draw outdoor advertisements to introduce promotional activities, body banners, gate banners, Persistent organicpollutants in stores, and broadcast publicity.
6. Scene layout: banners at the gate, summer flags, zone 12 tags, 3 billboards for getting on and off elevators, advertising stickers for taking stairs, and two hollowed-out giant ones.
Seven, activity strategy:
1) During the Golden Week on May 1st, the price dropped to the bottom. From April 30th to May 4th, a DM poster was put out, which classified items, fresh 25, food 50, non-food 40, counter 30 and old shop 25.
2) Go shopping on May Day and win the shopping prize (see the attached page for the specific scheme).
3) Reduce the price to the end and continue to operate (see the attached page for specific scheme).
4) On May 1 day, the final of the second "Ode to Labor" Youth Karaoke Competition was full of splendor, and many stars gathered to see the present.
5) On May 4th, a wonderful performance was performed on Youth Day.
6) On May 5th, the "May 1st Shopping * * *, Win Shopping Grand Prize" lottery party, a wonderful performance (internal staff)
7) The registration of "Children's Talent Show on June 1st" was officially launched. Registration will be held from April 25th to May 10, and the first preliminaries will be held on May 13 (see the annex for the specific scheme).
8) On Mother's Day on May 8, my mother was polite when shopping. All married female customers who come to our store for shopping on May 8th will be given a computer receipt when they shop all over 50 yuan at one time. Each person is limited to one, and the number of gifts is limited, while stocks last.
9) On May 12, the "May Day Shopping * *, Win Shopping Award" award party will be held.
May 1st Marketing Planning of XX Shopping Mall
The freshest May Day activity plan
A series of activities with the theme of "Happy Holidays in bloom in May"
Activity background analysis:
During the May Day holiday, the behavior of various businesses to discount profits is worrying. I believe that the seemingly prosperous holiday sales are just that consumers concentrate their consumption yesterday, tomorrow or next month in a few days. In order to guide consumption, stimulate holiday impulse consumption, achieve better sales performance and more influential social effects during the May Day period, and enhance the corporate image of XX Mall and the characteristics of doing business with culture, XX should hold various activities corresponding to festivals, carry out cultural marketing, organically combine the marketing process with cultural enjoyment, and let consumers enjoy diversified services and increase their desire for random consumption. In essence, it is different from other businesses that blindly make profits and discount to stimulate holiday consumption. In a real sense, we should enhance the image of XX from a social perspective, establish high-level cultural consumption to attract consumers, attract high-level consumer groups, and show the elegance of famous shops. It is planned to plan the following May Day theme series activities, namely "Colorful May Day, Happy Holidays, Unlimited Fun". The activity plan is as follows:
I. Series themes:
1. May gift shopping, happy holiday family tour.
2. Heart tied with Qian Qian knot, 100,000 love shows.
3. Welcome to give back the May Day travel gifts to members.
4. Spring Fashion Week
5. Discount promotion activities
6. Print the first issue of spring edition of boutique shopping guide in XX Mall.
Two. Activity time:
1. May shopping gift, happy family holiday: May, 20041-May 5.
2. Heart tied with Qian Qian knot, 100,000 love shows: May 20041-May 5.
3. Reward members with May Day travel gifts: May1-May 7, 2004.
4. Spring Fashion Week: May1-May 5, 2004.
5. Discount promotion: May 20041-May 7.
Three. Series of activities: XX Mall and Bayi Store, XX Shopping Plaza and Beiyuan Store.
Four. Contents of series activities:
(1) May gift shopping, happy holiday family outing.
Activity content:
In order to enhance the popularity of XX Mall and create good sales performance during the May Day Golden Week, a special activity of "Shopping in May as a gift and Happy Holidays as a family trip" was held, that is, shopping was given as a gift to May Day couples and their families in the form of a travel package.
More planning options are available: www.cnls.com.cn, China Retail Information Network.
Detailed implementation rules:
① On May1-May 5, you can get a May Day Tour Package for Two by signing up with the invoice and valid certificate when the accumulated consumption of regular-priced goods reached 3,000 yuan on that day. (No accumulated gifts)
(2) Anyone who consumes regular-priced goods over 4,000 yuan on the same day can get a May Day family travel standard package (limited to three people) by registering with the invoice and valid documents. (No accumulated gifts)
(3) The accumulated consumption of regular-priced goods on that day is over 5,000 yuan. If you register at the counter of the corresponding brand with the invoice and valid documents, you can get the May Day family tour package (limited to four people). (No accumulated gifts)
(4) If the accumulated consumption of regular-priced goods on that day is over 12000 yuan, you can get a package ticket for two luxury tourists by registering with the invoice and valid documents. (No accumulated gifts)
⑤ If the accumulated consumption of regular-priced goods on that day is over 20,000 yuan, you can get a package ticket for luxury Hong Kong and Macao for two by signing up with the invoice and valid documents. (No accumulated gifts)
Note: this activity is limited to clothing brands (membership cards are only points without discount), and manufacturers voluntarily participate. If you don't participate, the manufacturer needs to participate in discount promotion activities, and XX will not bear the cost. The customer's travel expenses are generated on the premise of spending 3000-20000 yuan on shopping, and the expenses borne by the manufacturer are only 8.5% of the discount amount of goods, which is less than the usual holiday discount promotion activities, and the promotion effect is obvious. (Attached: a copy of the tourist price list)
(2) Qian Qian knot, 100,000 love shows.
Activity content:
During the May Day holiday, a special love activity was launched. With the slogan of "Qian Qian Knot, 100,000 Love Show", it captures the open mind of modern young people who tend to show their true feelings, actively mobilizes the enthusiasm of lovers in love to express themselves, and connects the love vows, names, blessings and other contents of each couple. This colorful and heart-to-heart "love story" naturally formed a bright future under the spring breeze.
Detailed implementation rules:
(1) During May Day, the activity of "Heart tied with Qian Qian knot, 100,000 love shows" was held in the square in front of the shopping mall.
Activity: Red soft rope is used to hang handkerchiefs. Each pair of male and female customers can get a handkerchief on the spot, and provide oily markers for customers to write love vows, real names (used to draw lucky customers), blessings and other contents. All the handkerchiefs agreed by customers are tied to the rope by themselves, and the last pair of customers connect them with handkerchiefs, and so on until they are full.
② Draw 1 lucky couple every day, and you can get 2 couples in travel package, a suburb of Shanghai during May Day. The website publishes the list of lucky customers every day, and receives complimentary tickets with valid certificates the next day.
Note: This activity needs the assistance of the management of the Operation Department. The initial budget of handkerchief is 5000 yuan, and 0.5 yuan ×5000 yuan = 2500 yuan; Red nylon rope: 50m×5 yuan /m=250 yuan; The value of the couple travel package is 200×5= 1000 yuan; X promotional activities, totaling 3750 yuan, shall be borne by the mall.
(3) Reward members with May Day travel gifts.
Scope of activities: XX Mall
In order to thank XX members for their support to XX for many years, since May 7, 2004, the top three XX members with accumulated shopping points can register at the front desk with XX membership card and ID card from May/KLOC-0 to May 7, 2004, and receive corresponding travel package rewards. (If it is overdue, the ranking will be published on the website and major newspapers after May Day. )
The first XX member can get a luxury tour package of Happy House (limited to three people) by registering with XX member's integral card and ID card.
The second XX member can get a luxury couple travel package by registering with XX member's point card and ID card. The third XX member can get a family tour package (limited to three people) in the suburbs of Shanghai by registering with XX member's integral card and ID card.
Note: The value of the luxury travel package of Happy House in this activity is 1000 yuan/person × 3 = 3,000 yuan; Value of luxury travel package for couples: 1000×2=2000 yuan; Shanghai Suburb Family Tour Package (limited to three persons): 100×3 = 300 yuan, totaling 5,300 yuan, and the activity expenses shall be borne by the shopping mall. (Attached: Tourism Price List)
(xx Spring Fashion Week XX2004
Activity time: May 20041-May 7.
Activity theme:
One or two brands of clothing are launched every day, and boutique static exhibitions and live fashion shows are held in the lobby on the first floor of the mall. Participating brands can set up their own image booths on the south side of the runway to introduce brand history and clothing styles and create a fashion week atmosphere.
During the activity, let the audience and consumers vote for my favorite brand clothes, and the audience will have the opportunity to participate in the lucky draw. Prizes are small prizes such as XX playing cards;
(5) May Day merchandise discount promotion
① limited time snapping up
Activity time: May 20041-May 7.
Activity content:
Buy some clothes and bedding at a price of 5-6 fold from time to time every day, and the time limit is one hour at a time. The brand will be contacted by the shopping mall and submitted to the planning department for unified arrangement before April 26th.
② May Day discount promotion
Activity time: May 20041-May 7.
Activity content:
Manufacturers who do not participate in the "shopping in May, giving gifts to the whole family to celebrate the holiday" activities should participate in the holiday discount promotion, that is, 30% discount on clothing and bedding.
Note: 1. Discounted products will continue to earn points, and products with discount prices lower than member discounts will no longer enjoy member discounts;
2. All manufacturers should participate in discount activities, and those who do not participate in special commodities should be reported to the general manager for approval.
3.XX does not bear the cost.
(6) Print the first issue of the spring edition of the boutique shopping guide of XX Mall.
Print the first issue of shopping mall boutique shopping guide spring edition.
In order to welcome the arrival of the May Day tourist season, customers who have been visiting the provincial capital have introduced XX to enhance the popularity of the shopping mall, better establish the image of XX in the province, highlight the charm of new products and unique brands of XX shopping mall, and guide fashion consumption, and printed the first issue of the spring edition boutique shopping guide.
(seven) to extend the business hours during the holiday season.
As the May Day holiday is the golden week of tourism, many tourists come to Jinan. On the occasion of the holiday shopping peak, in order to seize the golden opportunity for business to create good sales performance, extend the business hours to 10: 00 pm, and further enhance the commercial characteristics of XX leading fashion consumption.
The cost budget of verb (verb's abbreviation) series activities:
1. "Heart tied with Qian Qian knot, 100,000 love shows" activity During May Day, the package fee for two lucky couples in suburban areas (borne by the shopping mall): the initial budget for handkerchiefs is 5,000 yuan, and 0.5 yuan × 5,000 yuan = 2,500 yuan; Red nylon rope: 50m×5 yuan /m=250 yuan; Travel package, Shanghai suburban couple, worth 200×5= 1000 yuan, totaling about 3750 yuan.
2. For the activity of "Rewarding Members' May Day Travel Gifts", the value of Happy House luxury travel package is 1 1,000 yuan/person × 3 = 3,000 yuan; Value of luxury travel package for couples: 1000×2=2000 yuan; Tour package (limited to three people) Shanghai suburban family value: 100×3=300 yuan, totaling 5,300 yuan.
Good luck on may day is "increasing day by day"
I. Activity Time: 5. 1-5.7
2.5 1 day activity theme: "Good luck is increasing day by day".
Three. Activities:
1. Care for the lucky ones on May Day:
Customers born in 5 1 year, 5 1 year, born in May 1 year, with ID card "5 1" (serial number) and mobile phone number "5 1" come to XX jewelry to buy diamond ornaments or jadeite, and give them 5/kloc.
2. Good luck is "increasing day by day":
On May 1 day, the purchase of diamond ornaments or jadeite will be reduced by 5 1 yuan.
On May 2, anyone who buys diamond ornaments or jadeite will be given a discount to 52 yuan.
On May 3rd, all purchases of diamond ornaments or jadeite will be given preferential treatment to 53 yuan.
On May 4th, anyone who buys diamond ornaments or jadeite will get a discount from 54 yuan.
On May 5, anyone who buys diamond ornaments or jadeite will be given a discount to 55 yuan.
On May 6th, anyone who buys diamond ornaments or jadeite will be given preferential treatment in 56 yuan.
On May 7, anyone who buys diamond ornaments or jadeite will be given a discount to 57 yuan.
(Su Jin does not participate in preferential activities)
Four. Publicity and promotion of activities
(1) Publish an activity advertisement in a local daily newspaper or evening newspaper with a large circulation, with the theme of "Love Diamonds on May 1st", including participation details such as "Caring for the lucky people on May 1st" and "Good luck is increasing day by day";
(2) Advertising activities on local TV stations. You can also promote the significance, participation details, address and telephone number of local shops/counters in the form of subtitles during prime time of TV stations.
(3) Make activity posters or X-display stands in front of the store, arrange activity consultants at the counter, and set up consultation telephones to facilitate customers' consultation;
Verb (abbreviation of verb) activity control and evaluation
1. Do a good job in customer consultation, and record in detail the number of visitors, participants, buyers and sales during the activity;
2. Do a good job in the later stage of the activity. Collect the above data, media frequency and agent feedback to the brand planning department of XX jewelry promotion headquarters to evaluate and summarize the activities, so as to provide better marketing services for the joining partners.
Activity budget of intransitive verbs
1. The publicity cost is about 3,000 yuan;
2.X-frame: 85 yuan;
3. Total: 3000+85 = 3085 yuan.
Option 5: "My favorite token of love" prize selection activity
First, the activity time:
May 1 day to1October 30th, 2005
Two. Theme of the event
Xx Jewelry-My favorite token of love.
Three. Activity background:
People are familiar with the idiom "Love decides three lives", and love is fate. We all believe that "destiny is written on the stone". China formed the traditional custom of betrothal "bride price" thousands of years ago. China people like to witness the determination of marriage and love with rare treasures, but due to the influence of traditional ideas, people attach great importance to "engagement" or "engagement", so we cater to this psychology.
Target customers: young people aged 20-28.
These people are middle-end earners, and their loyalty to the brand is not high, so they are easily influenced. We should launch marketing offensive and emotional appeal to such customers, so that they can buy "True Love without Season" series of jewelry, and at the same time, this emotional appeal can make them gradually become loyal customers of XX jewelry with the growth of age.
Verb (short for verb) The purpose of the activity:
1. Increase the visibility of the store during the activity through this activity;
2. Improve the local popularity of XX jewelry brand and seize market share;
3. Further improve the brand reputation of XX jewelry for long-term promotion and sales.
Activity of intransitive verbs:
1. Love ×× Jewelry:
Every customer can participate in the "Love for XX Jewelry" activity in the national exclusive store/counter of XX Jewelry. The way to participate is as follows: Buy XX jewelry diamond ornaments, and get a love witness blessing card signed by famous movie star Jiang and all employees of XX jewelry store, so that XX jewelry can witness the oath of "love for three lives".
2. "My favorite token of love" selection activity:
The "My favorite first token of love" selection activity will be held nationwide. Participants will send photos of "XXX Jewelry-my favorite token of love" and an introduction essay or related story, or "the most wanted token of love" to XXX jewelry store to participate in the prize selection activity, and XXX jewelry national franchise stores/cabinets will be organized by local jewelry and literary circles.
The most affectionate token award 1, a camera color screen mobile phone with a value of 1888 yuan.
The most creative token award was awarded to 5 people for their exquisite MP3 or household appliances worth 888 yuan.
Shortlisted Token Award10××× Jewelry Spokesperson Jiang Exquisite Phone Card.
3. Maintenance services:
Customers can get an extra box of jewelry cleaning solution from 10 yuan when they buy any jewelry in XX jewelry (the cost is included in the jewelry price, that is, the jewelry price rises by about 30 yuan), and they can also get the knowledge of jewelry maintenance and cleaning for free.
Seven. Publicity and promotion of activities
(1) Publish an activity advertisement in a local daily newspaper or evening newspaper with a large circulation, with the theme of ×× jewelry-my favorite keepsake, including the detailed rules for participating in the prize selection of ××× jewelry-my favorite keepsake;
(2) Advertise activities in TV stations all over the country, and advertise the significance, participation details, address and telephone number of exclusive stores/counters all over the country in the form of subtitles during prime time of TV stations.
(3) Make activity posters or X-display stands in front of the store, arrange activity consultants at the counter, and set up consultation telephones to facilitate customers' consultation;
(4) Pay attention to contact with local newspaper reporters and do a good job in reporting activities to achieve the purpose of long-term brand promotion and long-term promotion;
Eight. Activity control and evaluation
1. Do a good job in customer consultation, and make a detailed record of the number of arrivals, participants, buyers and sales;
2. Do a good job in the later stage of the activity. Collect the above data, media frequency and agent feedback to the brand planning department of XX jewelry promotion headquarters to evaluate and summarize the activities, so as to provide better marketing services for the joining partners.
Nine. Activity budget
1."×× jewelry-my favorite pledge" prize selection fee: 1888 yuan×1+888× 5+85×/kloc-0 = 7178 yuan;
2. The publicity cost is about 3,000 yuan;
3. Total: 7178+3000 =10178 yuan.