I. Activity Background:
"Double 11" shopping carnival, has become one of the most influential consumer festivals in China, and even in the world. And every merchant, every consumer, is the real protagonist of this stage. xxxx, we will invite more brands and strength of the business **** with the participation of your unique way, directing a quality shopping carnival extravaganza!
xxxx "double 11", Zhangye City, local merchants will also respond positively, vigorously develop local e-commerce, in order to realize the transition from traditional industries to e-commerce, and strive to cultivate e-commerce into the city and even the province's economic development of the new growth point, to promote the city's characteristics of the product, agricultural and sideline products and cultural and tourism products export, promote the city's characteristics of the advantageous products, agricultural and sideline products and cultural and tourism products. products for export, and promote the development of the city's characteristic advantageous industries. The city will also encourage individual businessmen, entrepreneurs into the field of e-commerce, to provide more jobs at the same time, and vigorously cultivate e-commerce talent in order to realize the entrepreneurial re-employment of college students and unemployed people.
xxxx "double 11", Zhangye Wanzhong Mall will also play an important role in which, as the Zhangye municipal government focuses on supporting Zhangye's largest local e-commerce online shopping platform, "Wanzhong Mall" and the small nine city WiFi, will fill the Zhangye local online shopping carnival. The newest and most important of all, it will fill the gap of the local online shopping carnival and allow Zhangye people to truly experience the new fashion of online shopping at their doorsteps.
The purpose of the activity:
On the occasion of the arrival of "Double 11", Zhangye local merchants to take the opportunity, will be held on November 11th, "Double 11 Zhangye local shopping carnival! The first step is to make sure that you are able to get the most out of your time and money.
Three activities:
Organizer: Zhangye City Bureau of Commerce, Zhangye City Bureau of Human Resources and Social Security
Sponsor: Zhangye Amazing Crystal E-commerce Limited Liability Company, Zhangye City Ruijing Technology Limited Liability Company
Co-organizers: Gannon Television, Gannon Broadcasting Station, Zhangye Circle, Baidu Zhangye Bar, Desert Outdoor, Horn Outdoor and so on.
Fourth, the event time:
xxxx November 11, opening
V, the event location:
Zhangye City Center Square
Sixth, the participating units:
Car stickers on the street
Second, the market
To create the first e-commerce business incubator base in Zhangye City, free e-commerce entrepreneurship training courses; free of charge for all training courses for the merchants to build a station and to provide professional operational guidance, technical guidance and other comprehensive and considerate follow-up services.
Eight, the activity process:
1, the preparatory process
Activity display platform: Zhangye Wanzhong Mall, small nine smart city WIFI, micro-xx
Merchant registration time: xxxx October 27, 08:30:00 - xxxx November 1, 18:00: 00
Merchants, the first e-commerce business incubation base; free to open the e-commerce entrepreneurship training courses; free to all training courses merchant station and provide professional operation guidance and technical guidance and other comprehensive and thoughtful follow-up services. 00
Merchant Review Time: xxxx Nov 02 08:30:00 - xxxx Nov 06 18:00:00
Activity Launch Time: xxxx Nov 11 00:00:00 - xxxx Nov 11 23:59:59
2. "Double 11" Launch Process
xxxx November 11, 09:30 Opening Remarks by the Host
xxxx November 11, 09:40 Speeches and Addresses by the Leaders of the Bureaus and Activity Parties
xxxx November 11, 10:30 Carnival Launching Ceremony
xxxx November 11, 10:40 Carnival Launching Ceremony
xxxx November 11, 10:40 Carnival officially began
Nine, the activities:
1, you come to me to send. Wanzong Mall 100,000 cash back, as long as the consumers come to the scene, sweep the Wanzong Mall two-dimensional code that send cash red packets.
2, discounts low to burst. On-site merchants are playing a loss of discounts, only this day, low to can not think, low to dare not think.
3, cell phone to play "double 11". "The first time I've seen this, I've seen it on my cell phone, and I've seen it on my computer. The first time I saw this, I had to go to the hospital to get a prescription for a new baby. The first thing you need to do is to use your computer. It's okay, there is a small nine APP, will be "double 11" into the phone. You can also use your cell phone to open a store for free, make free phone calls, and chat with 。。。。. The money socializing both. The first thing you need to do is to get your hands on a new phone, and you'll be able to do it on your own.
Ten, the activities of the preparation:
1, pre-publicity preparation
network soft, newspaper publicity text
car sticker publicity page content, red packet coupons.
2, exhibitors to prepare
Registration selection audit, held at the time of the business meeting.
Merchants meeting content: merchants work to prepare, discount finalization, coupon negotiation.
Merchant meeting time: to be determined
3, merchant booth division
divided according to the merchant's product classification display area
4, the staff preparation
5, hardware preparation
activity venues, LED screen, LED mobile screen
sound equipment, salute, the launch ceremony props
2. Enhancing sales
3. Enhancing the website's attention
4. Exploring the unique features of the website's marketing model and promotional mode
2. Theme
1. Gratefulness to the old customers who never leave us
2. Christmas Carnival
3, Activity content and mode (according to the existing website can realize the function)
1, discount: shopping over 20xx yuan, in addition to the special goods, spike goods, all 95% off
2, specials: set up a brand-name product special activities, basically 5% off the price of the implementation of the
3, spike: will be March 20xx - June expiration of the goods set as a -June expiration of the goods set up as seconds to kill the goods, the deduction rate of 1.5 percent off
Fourth, the activities of the preparation and implementation
1, 12.22 Monday will be the theme of the activities of the picture through the review of the shelves to the mall; (Peng Banquet, Li Qingsong is responsible for) 2, 12.22: Determine the brand manufacturers and products to determine the implementation of the promotional price (Peng Banquet, Xianyu, Huang Renjiu)
3, 12.22: to determine the spike varieties, quantities, prices (Peng Banquet, first Yu, Huang Renjiu, Tan Ping)
4, 12.22: to send information to the customer (SMS, QQ, WeChat), in order to prompt the activity (Peng Banquet, Yao Furong)
5, the activity is mainly based on the existing varieties of the warehouse and the validity of the varieties.
6, 12.23: the collection of the entire promotional activities details of the program, reported to Tan Jie approved the implementation.
V. Dissenting treatment
1, during the event, the specials and seconds of goods sold out while stocks last, by the Peng Fei Yan immediately off the shelves to deal with;
2, during the period of all order discounts, Peng Fei Yan for the final reviewer, the discrepancy, by the Ministry of Supply, first Yu, the Ministry of Sales, Huang Renjiu collaboration
with the treatment
3, warehousing and logistics department timely feedback, especially the validity of goods and out-of-date varieties of goods. Especially the expiration date of goods and out-of-stock goods; delivery should be strictly enforced 48 hours; customer
customer experience is the most important. If there is a shipping error, by Tan Ping and Peng Yan communication, the same day processing.
4. When the order is less than $20xx due to our reasons, it will be handled according to the discount standard of $20xx.
Large-scale activity planning Part 320xx year sales season has opened. Various places in the basis of increasing promotional efforts, sales last year, year-on-year to achieve a substantial increase. Among them, the roadshow as a large-scale promotional activities, the biggest contribution! Roadshow is outreach plus stage. Stage to gather popularity, the show is to enhance sales, and not for public service performances, must maximize the effect of the company and product promotion. Tent is the stage publicity to undertake, the ultimate purpose of the show is to capture sales, both hands! Host and responsible person is the key to the success or failure of the activity, the specific implementation of the program is as follows:
Before the roadshow:
The first step: the venue to determine
1, site location:
Roadshow location must be selected in the big terminal, salesman strong, large flow of people can be placed in an open area of the stage and tents. Terminal is the roadshow to undertake, roadshow is an extension of the terminal, the two are mutually influential, only a good terminal to undertake in order to maximize the effect of the roadshow.
2, venue contact:
The venue must be at least one week before the planned activities to implement a good. Please pay attention to the negotiation between the shopping mall and the city management. When contacting the venue to the stage and tent 'placement of the location, can be placed on the stage size of the size of the power supply, the pro-activity range and other issues to determine a good. Understand whether the day of the event there are other brands of activity information, especially competitors.
The second step: the performance team
1, the determination of the team:
The effect of the performance team is the entire roadshow activity of the activity of the excitement of the manufacturing point. There are two ways to make up the performance team. One is to ask the performing arts company. Second, the agents themselves please art students (host and dance, music) composition. The third is self-written and directed. Promoters, business people, agents, their own programs, their own host!
2, the determination of costs:
The above three ways, decreasing costs. But please acting company needs to consider the reasonableness of the cost. Jiangxi's current performance company cost standards (reference) 1100 yuan (4 hours / day / 2 games) -----1600 yuan (4 hours / day / 2 games). Which costs need to consider whether the stage speaker equipment, including tax tickets. The number of performers (at least one sound technician, one support, two dancers, one male and one female singer). All of these are generally included.
Step 3: Determine the theme
1, the determination of the theme
The roadshow theme should be in line with the actual date and circumstances of the organization of this event, can be combined with the local characteristics of the innovation, the theme of the different, to attract consumers gimmick is not the same. Multiple roadshows will make consumers lose aesthetic value, do not think that the roadshow has done many times very experienced and do not go to the effort, so the roadshow promotion will only become more and more ineffective.
There are several factors to consider when determining the theme. First, to avoid commercialization is too serious, as close as possible to the public welfare and entertainment. Secondly, the understanding of simple, dare to innovate, full of characteristics. You can combine the activity with the game or activity form to select the theme. Third, color pages, posters, background cloth theme consistent!
Example: Combined with the timing: "Noah's Ark searching for the king of the summer release 'price'", "heavenly 'opportunity', free to help students! ""All people welcome the Olympic Games, everyone learns English", "Olympic Games, good luck" Combined with activities: "Your tuition fees Noah's Ark help you pay" (lucky draw to send tuition fees)
2, the activities of the form of determination
A, buy gift information
To stimulate the customer's desire to buy the day, it is necessary to develop a strong buy gift information. To determine which machine to buy what gift? Gift weight must be more, at least 6 heavy. Fang can reflect the strength. At the same time in the value of the gift try to pick the value of the false high gift!
B, raffle information
The raffle as a lot of roadshows in the form of mandatory, to a certain extent, is still attractive. But at present such a form has been used by major manufacturers, so our form and strength must be big. Prizes must be high, the winning rate to be announced, the determination of the form of the raffle!
The fourth step: material preparation
1, package material to the person
Promotional materials are divided into promotional materials and activity materials. Publicity materials used to create momentum, expand publicity. The principle is to be able to set up three, not two, the greater the momentum the better. Activity materials are used to capture customers to ensure that the required. Each piece of material regardless of size should have a person in accordance with the material preparation list package material to the person, the responsibility to the person (see 'roadshow material list'), to determine the material preparer, the number of materials, materials in place at the time, the latest must be completed two days before the show.
2, special coloring pages
Design a special roadshow coloring pages, one side of the detailed features of the main promotional models of the specific introduction, the other side of the theme of the event, information on the purchase of free information / lottery information, roadshow time and location. Determine the number of coloring pages, which must be printed a week before the show to facilitate the warm-up, and the coloring pages must have the function of receiving free gifts (mat boards, exercise books, fans) at the site. In the conditions allow the premise, color pages can reflect a certain entertainment information!
A roadshow generally with 1-2 million copies of the leaflet
Step 5: personnel division of labor to prepare
1, the commander-in-chief (special emphasis):
The entire event must have a person throughout the organization and leadership, coordination and integration of the entire event, supervision of each team's combat operations, is the soul of the entire event. Its work is pre-war mobilization, point to, distribution of sales tasks, timely notification of changes in sales, the organization of shouting slogans, guiding the field personnel sales, quickly solve the emergency situation, post-war summary, review of activities and personal performance.
The person requires cohesion, can mobilize the atmosphere, will explain the machine, and understand each team member's position and responsibilities. Can be taken by the Noah's Ark provincial manager, regional manager or provincial agent trainer or salesman.
2, the pro-promotion team building:
① fixed person fixed post. Promoters try to be trained, have done promotions in the selection of the Pro Promotion.
② targeted training. The pro promoter is divided into promoters (colorful pages, guide customers, holding up signs, shouting slogans) and explainer (selected from the old pro promoter of Noah's Ark, focusing on the operation of the machine and the sales language) two categories of training, and then in accordance with the roadshow site area to produce training programs. Explainer should also have to be a good promoter, training to everyone over the hand.
3, host:
The host is directly related to the impact of the stage show. The host should have extraordinary passion, with affinity, rendering power, the ability to control the scene and the ability to adapt, and to understand the Noah's Ark company and its activities on the day of the main products featured selling points. The host should be clear that the day of the roadshow is sales-oriented, know the information on buying and gifting, the program flow of the event, to communicate with the depth of the performers of each program, and know what small gifts are prepared in the program, and what is the number of them.
The host is invited outside, then we must strictly require it to follow the company's arrangements, and there are people within the company to cooperate with the host to introduce the company and products, the best host is the company's internal staff to act.
4, performers:
The selection of programs to determine the popularity of the attraction, we must know that we do not do clothing, cell phones and other fashionable material publicity show, do is the education of electronic class, for the young people are not fashion avant-garde group, but secondary school students and parents. Selection of the program should be healthy and attractive, to attract children and parents at the same time, to show them some of the usual not easy to see, it is best to be a child performance of the festival, so that the statement is more direct and clear. For example: children's drum show, children's Latin dance / dance show, children's electronic piano / erhu / guzheng, magic acrobatics, children's comedy, children's modeling product display. Programs do not need more than three or four per game is enough, during which more interspersed with the company, product display introduction and games.
The performance of the program does not need to find a special performance company, the performance company performs the program is too popular and commercialized, and the cost is high. You can go to the wedding company to rent a stage and sound, on the dance training schools, juvenile halls, musical instrument stores, universities in search of performers, commitment to help them publicize and provide sponsorship.
Step 6: preheating
Roadshow activities on the day of the popularity to be prosperous, the preheating is very important, must let more people know when and where Noah's Ark held a large-scale performance activities, as far as possible in advance of the 5-7 days time to the activities of the location of the surrounding schools, neighborhoods, supermarkets and shopping malls, etc. to be issued. The surface should be wide, to send through.
Regional managers and business personnel must lead and supervise the distribution. Distributors should be targeted training, to the target customer groups to have a voice distribution, informing the event location and the content of the offer. Color page preheating notes:
"Fixed point": both sub-local preheating. Vegetable market. Street stores. Leisure plaza. Schools and supermarkets. Townships and so on.
"Timing": a certain period of time to a certain place to warm up, so that the comprehensive use of time to achieve the best results. For example, the morning to the market, morning, afternoon to the street stores, noon to the training center, school. In the evening to the leisure plaza and supermarkets, etc.
"fixed": business personnel or promotional team leader is responsible for their own group warm-up effect. The pairing of personnel to divide the work of preheating, coordinated planning!
Seventh step: pre-war mobilization
The day before the event to participate in the event all the relevant personnel (provincial manager, trainer, regional manager, salesman, salesman) are called together to open the mobilization meeting. Everyone should do the work to everyone's body, everyone should understand their own role in the activities of the role and tasks.
A. Introduce the basic information. Including roadshow theme, buy gift information, activity time and place, sales target. (Activity responsible person according to the activities of the location of the flow of people, past sales, competing promotions, roadshow input costs carefully accounting to determine the sales target, refinement of the target sales.)
B. Grouping, distribution of sales to the group. 2-4 groups, there is competition and cooperation. Set up a group leader, announce the commission method. Make posters announcing sales and canvassing competition.
C. Shout slogans. Encourage morale. (Practice slogans in advance)
Roadshow:
The first step: point to
1, count:
30 minutes before the specified working hours first count all staff and the number of pro-people, has not yet arrived to call to determine the time of arrival;
2, assembly, team, sign in:
More than 6 (including salesman, business) team lined up in relative to each other. With the day of the work of the pro pro-work list point to, require loud point to, loud answer to, point to the same time teammates recognize each other (require the leader to familiarize themselves with the pro-work list in advance, on the spot on the name of the pro-work, prohibit the use of the "feed" "who"); and then each person in his or her The first step is to sign in after the corresponding list.
The second step: division of labor
Take out the night before the prior list of division of labor, indicating the specific work of each person; each of the pro pro-work positions. Determine the site station, emphasizing mutual cooperation within the team and between the team;
Step 3: sales distribution
1, to the point of sale (each tent and counter) as a unit of the total sales volume is broken down to the point;
2, to the team as a unit to announce the sales target for each point, emphasizing that the sales volume to be completed by the team, do not assign the sales volume to the individual;
p> 3, in the form of questions and answers to confirm the sales of each team and the number of heads;
4, at the same time announced commission: the wages of uncompleted sales; complete the sales of wages; over completion of the sales of wages: (be sure to say clearly, so that everyone has a number in mind);
5, each person to come forward to ensure that everyone to complete today's task.
6, shouting slogans
7, set up the event site, familiar with the mall counter routes, observing the cash register, competing counters, elevator entrances and other favorable terrain and routes
Step 4: Program Arrangements
1, program flow reference:
Note: In any one of the activities should be repeatedly broadcast buy bonus / lottery information to stimulate the Consumers, always remind customers to go to our free experience area in the red tent to experience. Every sale of a machine can let the host on the stage to inform, so as to render the purchase atmosphere and inspire the mood of the staff. If there is a lottery, we should always broadcast the winning situation, so that the winners on the stage to receive the prize and to express their feelings about receiving the prize.
Morning:
Before 8:00am
Site setup (stage setup - best set up the night before; sound debugging; background installation)
08:00-09:30 Playing Noah's Ark commercials. Distribute flyers, activity warm-up, hold up the sign parade
09:30-09:50 host of the Noah's Ark company to introduce the theme of the event, the event began.
09:50-10:15 program performance
10:15-10:30 interactive games, product display (as long as the popularity of the product display)
10:30-10:40 program performance
10:40-10:55 interactive games
10:55-11:15 products Introduction, interactive games (watermelon eating contest, balloon stepping contest, etc.)
11:15--11:25 program performance
11:25--11:30 hosts to summarize the activities
Afternoon: the afternoon program time from three o'clock to five o'clock. The activity schedule can repeat the flow of the morning.
The fourth step: the site monitoring points
1, shouting slogans
Shouting slogans at all times, and according to the site to increase the frequency: such as low morale, when the flow of people, the counter counter of the goods when there are some people watching, when the sales;
2, holding up signs on the street
In the event of the site does not have much of a person (such as the stage show is over), the activities of the location around the sign parade, try to maximize the publicity effect. When holding up the sign parade, pay attention to the sign should be raised correctly, footsteps should be Qi, slogans should be loud, special arrangements for a person on the side along the way to distribute colorful pages.
3 ﹑ to solve the problem
In the activities of all listen to the commander-in-chief arrangements, regardless of any problems found to the commander-in-chief to reflect and immediately solve.
After the roadshow:
Post-war summary (15-30 minutes):
After the end of the morning activities, the commander-in-chief should be timely to focus on all personnel to conduct a brief summary of the day after the end of the activities of all the materials packed up by the commander-in-chief to organize the exchange of ideas. First let the person in charge of each group to summarize the work of the group, and then let each person to the percentage system to give their own score, with two minutes to summarize their performance today last by the general director to sum up the experience pointed out the shortcomings, praise advanced and typical, announced the pro-促 day obtained by the wage. The purpose is to summarize the experience, strengthen the shortcomings, and enhance the collective sense of honor of the Pro-Promoter.