Mid-Autumn Festival planning book 1 Mid-Autumn Festival is approaching, and homesickness is entangled in my heart. But everyone who is far away from home knows that there is no boundary and everyone can feel its comfort. Just as the motherland cares for her people, the mother's comfort to her children will not be ignored because of the remoteness of the ocean, and will not be blocked because of the barrier of Qianshan. It's called Thousands of Miles Away.
The Mid-Autumn Festival is as happy as the Lunar New Year. On the night of Mid-Autumn Festival, the moon is the roundest and brightest, and the moonlight is the most beautiful. Every household puts fruits and moon cakes on the table in the yard, and the family eats moon cakes while enjoying the moon. It is "a round in the sky, everyone looks up." What a beautiful picture. On the occasion of the Mid-Autumn Festival, I specially conceived some promotional themes with the theme of Mid-Autumn Festival:
First, "take the moon home"
During the activity, if you spend over 100 yuan, you will be given a key chain to hang the moon. The Moon Keychain has various shapes and exquisite workmanship, and it is engraved with some words of blessing, such as Happy Mid-Autumn Festival, Happy, Safe and Happy, and some poems describing the Mid-Autumn Festival and the Moon.
Operating instructions:
1, the key chain is customized by the shopping mall, and the customized quantity is determined according to the sales situation of the restaurant. The customization cost of each key chain is controlled within one yuan.
2. Carve the name of the restaurant on the key chain, or combine it with greetings, such as "Happy Mid-Autumn Festival from XX Restaurant".
3. Pick it up at the designated place of the restaurant with the shopping receipt, 100 yuan, 200 pieces, and so on. Stamp the receipt after receiving it.
Second, random lottery activities
After the customer pays the bill, the cashier can tell the customer to draw at the designated place. The customer only needs to hand over the bill to the designated person, and the customer has the opportunity to draw a lottery at random. The prizes in the lucky draw can be "all drinks are free today", "xx dishes are free today" and other remarks may be "only bring one guest next time" and "your dessert is free today". Awards can be set according to the specific situation of the restaurant.
Instructions: You can operate it yourself according to the situation of the restaurant, so I won't go into details here.
Third, give special discounts to Mid-Autumn Festival packages.
In order to promote and create a Mid-Autumn Festival dining atmosphere, the restaurant has launched a new variety of Mid-Autumn Festival packages, and at the same time, in order to attract more customers to order, special discounts can be given to the Mid-Autumn Festival packages. To plan the content in detail, I won't describe it in detail here. It's just a reference for the theme activities.
Instructions: You can operate it yourself according to the situation of the restaurant, so I won't go into details here.
Fourth, the customer speech on Mid-Autumn Festival night.
When customers are eating, the restaurant can tell them, "Who wants to go on stage and give a short speech for thirty or forty seconds?" . Those who get the warmest applause from everyone, today's dinner is free.
Instructions: You can operate it yourself according to the situation of the restaurant, so I won't go into details here.
Verb (abbreviation of verb) special guest preferential activities
The restaurant issues VIP cards to important guests or specially designates which guests tonight, for example, xxx is the most important guest in the VIP card number, with special services and preferential treatment.
Mid-Autumn Festival activities of catering 21. Promotion purpose
The consumption of moon cakes in Mid-Autumn Festival will drive the sales of stores, and the sales of moon cakes will be activated by the image of stores. It is estimated that the average daily sales volume will increase by 10% during the promotion period.
Second, the promotion content
1, buy Mid-Autumn moon cakes and give them to Coca-Cola.
Buy Mid-Autumn moon cakes above 90 yuan and get 2 tins of 355ml Coca-Cola. (Value 3.6 yuan) You can get 2 bottles 1250ml of Coca-Cola when you buy the Mid-Autumn Moon Cake above 200 yuan. (Value 9.2 yuan) Buy Mid-Autumn moon cakes above 300 yuan and get 2 bottles of 20 18ml Coca-Cola. (Value 13.6 yuan)
2. Gift baskets: 298 yuan respectively, 198 yuan, 98 yuan.
298 yuan gift basket: Seven-Star Smoke+California Joy+Value 80 yuan Mid-Autumn Moon Cake+Melatonin 198 yuan gift basket: Double Happiness Smoke+Harvest Dry Red+Value 60 yuan Mid-Autumn Moon Cake+Brain Relaxation 98 yuan gift basket: Value 40 yuan Mid-Autumn Moon Cake +20 yuan Tea+California prune.
3. During the promotion period (9, 39, 12), a box of exquisite moon cakes (worth 20 yuan/box) will be presented to all shoppers in 300 yuan.
4. Teacher's Day on September 10, teacher promotion: Teachers who spend money in xx on September 9 10 will be given a beautiful moon cake or gift with their teacher ID card (worth about 20 yuan).
Third, integration and promotion.
1, media
On the music flow channel, promotional advertisements are broadcast every other day at 8, 179, 12, 16 times a day, 15 seconds/time.
2. Shopping guide
In the shopping guides of 19 and 13 in September, various promotional information was introduced voluntarily.
3. In-store broadcasting
From the opening of the store in the morning to the closing of the store, the relevant promotion information is broadcast every two hours.
4. Shop layout
(1) Off-site
A, do Mid-Autumn Festival publicity above the free parcel delivery cabinet;
B, protect the shelf, wrap the wall column, and paste some holiday color pages to create momentum;
C, in the square, you can hang balloons and pull them vertically;
D. Hang a banner celebrating Mid-Autumn Festival in xx Shopping Plaza at the entrance.
(2) the scene
A. Decorate the walls of main passages and slopes with self-adhesive stickers to enhance the festive atmosphere;
Hanging the flag provided by Coca-Cola Company above the whole store;
C, the moon cake area, the background and two columns are covered with the propaganda of the Millennium gift; Coca-cola's promotional materials are posted on both sides;
D. Red lanterns are hung in the moon cake area.
5. Other support
Health products are on sale 15%.
Groups can enjoy free delivery if they buy more than 3,000 yuan or 20 boxes of moon cakes.
Fourth, the promotion costs.
Media advertising fee:10.2 million yuan Coca-Cola series gifts: 60,000 venue interior and exterior decoration fee: 6,000 yuan moon cake fee: 60,000 yuan.
* * *: 65,438 yuan+0.38 million yuan.
Verb (abbreviation of verb) concrete operation
1, Traffic Channel 15 The second phase of advertising entrusts our company to produce xx advertisements, and the advertising contents at different stages should be specified in the advertising contract; It is planned to be completed on August 16.
2. The purchasing department is responsible for drawing up the list of goods for shopping guide, and the marketing department is responsible for contacting xx Evening News Printing Factory for production; See the current production schedule for details.
3. The broadcast draft of the live broadcast is provided by the marketing department, and three publicity broadcast drafts are submitted to the broadcast room two days in advance.
4. Marketing Department and Art Group are responsible for the specific design of indoor and outdoor layout. What the company can do, the art group is responsible. If it can't be made, the art group will contact other units to make it, and the final typesetting will be completed by the art group. The administration department is responsible for coordinating the procurement work; The scheduled indoor layout was completed on August, 2008 18.
5. The purchasing department is responsible for introducing mooncake manufacturers, and each manufacturer will charge promotion fees above 500 yuan. At the same time, it is responsible for formulating the moon cake price and market research plan, and completing the relevant plan before August 5.
6. The Engineering Department shall arrange personnel to be responsible for the power supply arrangement and lighting installation on site, which shall be completed before August 10.
7. The loss prevention department is responsible for loss prevention and theft prevention in the store.
8. The fresh food department is responsible for making exquisite moon cakes.
Matters needing attention about intransitive verbs
1. If it is difficult to coordinate the layout of off-site promotion with the Municipal Appearance Committee, we will only do off-site promotion on the free luggage locker.
2. If the publicity on the traffic channel can't achieve the effect, you can choose to carry out supplementary publicity in newspapers and other media;
3. The marketing department should strictly follow up and correct any abnormality in time.