The promotion activities mentioned in this article refer to the sales promotion to consumers, while the sales promotion to dealers, manufacturers and sales personnel is not included in the discussion. With the intensification of competition, the promotion activities for consumers have become more and more important in marketing. According to statistics, the ratio of promotional expenses to advertising expenses of domestic enterprises reaches 6: 4. Just as a careful battle plan determines the outcome of the war to a great extent, a systematic and comprehensive activity plan is the guarantee for the success of the promotion activities. After determining the theme, we should try our best to make the banner of tiger skin artistically, dilute the commercial purpose of promotion, and make the activity closer to consumers and more touching them. A few years ago, the sunshine action of Aiduo VCD was a classic, packaging 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, and we should strive for innovation to make the activity shocking and exclusive. Fourth, the way of activities: this part mainly expounds the specific way of activities. There are two key issues to consider: 1. Determine the partner: pull * * as the backing, or hang up the sheep's head of the media to sell your own dog meat? Is the manufacturer acting alone or jointly with the distributor? Or joint promotion with other manufacturers? Cooperation with * * or the media will help to gain momentum and 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 kind of stimulus also has marginal effect. 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 choosing it improperly 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 the timing and place of launching the promotion campaign is very important, but also how long it will last and the effect will be the best. If the duration is too short, repeated purchases will not be realized within this time, and many benefits that should be obtained will not be realized; If it lasts too long, it will cause high cost and the market will not be hot, and it will reduce the value of customers. 1. Personnel arrangement 2. Material preparation 3. In terms of personnel arrangement, the experimental scheme requires everyone to have something to do, and everything is managed by someone, with no gaps or intersections. Who is responsible for communication with * * and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for the distribution of gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will get into trouble when you get cold feet and lose sight of one thing and lose sight of another. In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise it will inevitably lead to 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 in a questionnaire or try out 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, detailed regulations should be made on all aspects of discipline of the participants. On-site control is mainly to arrange all links clearly, so as to be busy and orderly. At the same time, in the process of implementing the plan, the scope, intensity, amount and focus of promotion should be adjusted in time to maintain the control of the promotion plan. X. Cost Budget: Without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. The reason why the sunshine action B plan of Aiduo VCD ended in failure was that there was no budget in terms of expenses. It was not until after the activity that it was discovered that the plan 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 the * * department, complaints from consumers, and even the sudden change of weather make it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents. The above twelve parts are a framework of the promotion plan. In actual operation, we should boldly imagine, carefully verify, analyze, compare and optimize the combination, so as to achieve * * 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 a role of four or two thousand dollars.