"Kangxing" pharmacy is about to open to attract consumers to participate in the opening activities. Quickly improve the popularity of "Kangxing" pharmacy and make it popular. The planning scheme is as follows:
Planning purpose:
Improve sales performance during the opening period.
Thus paving the way for the development of the chain.
Planning ideas:
Plan activities to attract consumers, so that Kangxing drugstore was bursting with popularity when it opened.
Refine appeal selling points, highlight selling points in publicity, and attract consumers' desire to buy.
Design a promotion plan with incentives to make consumers buy again, improve market competitiveness and increase sales.
Planning scheme:
Refine the appeal (propaganda) selling point:
Shoujia community ideality drugstore
Chuangjian community ideality drugstore
Low price, good service and excellent quality.
You can enjoy tangible benefits without leaving home.
2. Design the promotion plan:
Scheme 1: Opening Ceremony Performance and Opening Ceremony
-Use performances to attract consumers.
-All-day performance
Option 2: Consumers should know "to build an ideal pharmacy in the community"
-Highlighting "ideal" is price and service.
-Announced to the public through newspapers.
-Announce a big news to the public.
-At the entrance, notices to consumers (or notices with flags) arouse a strong sense of low prices.
Option 3: be polite and have a lot of red envelopes.
-2 yuan vouchers are designed as red envelopes.
-I'll send one to everyone during the opening period.
-The purpose is to induce consumers to buy.
Scheme 4: Introduce specific drugs × models every day.
-it can be implemented for a long time.
-If the sales volume is large, the impact will be great.
Scheme 6: Accumulated drug purchase reaches RMB ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××
-Giving practical articles for daily use or medicines.
-After opening for one month, we may consider sending other low-priced and high-quality products.
Scheme 7: Carry out 50% discount sales activities within a limited time every day (compare pharmacies and hospitals).
—— Implementation after opening 1 month.
-50% below the market price.
3. Design promotional activities:
Scheme 1: human body advertisement
—— Choose places where there are many people, such as the intersection in front of the store and the first line of Shuguang Road.
-choose a time when people have a lot of traffic, such as going to work in the morning and getting off work at night.
-Only people with 10 or above have the momentum and publicity effect.
Option 2: One drama per day (continuous 10 days)
-Control the daily expenditure within 500- 1000 yuan on average.
-for the purpose of speculation.
-Find a literature teacher to cooperate in the operation (Youth Palace teacher)
-Contents include singing, dancing, instrumental music, sports, painting, fashion, sketching, etc.
News hype: (it is recommended not to implement it for the time being, and put it in Nanjiao Park Store)
Verb (abbreviation for verb) advertising:
Promotion selling point:
"The first community ideal pharmacy has settled down.
First, the purpose of publicity:
"Shi Sheng Kangyan" is a unique high-end catering and leisure entertainment industry in Loudi, which integrates western-style catering, luxury ktv, foot bath, health massage, professional beauty salons, chess and cards entertainment and coffee and tea, leading the new trend of catering and leisure entertainment in central Hunan. Now that the business is just around the corner, how to ensure "success in the first battle" is the primary problem of all new projects. For "Shengshi Beauty", the rise and fall of business determines the fate of "Shengshi Beauty". In order to ensure "success in the first battle", the crux of different projects is different. The key to the success of the opening of Shi Sheng Kangyan lies in both sensational scenes and real turnover, and to make the two contradictory, we must rely on the advertisement rendering in the early opening period. As far as "Shi Sheng Kangyan" is concerned, whether its opening activities are novel or not, that is, "whether it can win the first battle", gives people a refreshing feeling and finally becomes an instant hit, which has a vital impact on the catering and leisure industry to gain a foothold in Loudi. If the official opening leaves a variety of shortcomings, it will be quite passive for future development. In addition, the survival of any catering, leisure and entertainment industry depends on its management methods and business performance, which is an unavoidable problem. How to successfully hold the opening ceremony of "Shi Sheng Kangyan" and make "Shi Sheng Kangyan" achieve good business performance is an issue that cannot be ignored and avoided.
Therefore, the advertising work before the opening of this "Shengshi Beauty" should form a wave in breadth and depth, and achieve the following aspects:
1. will have a positive and extensive social impact in Loudi, central Hunan and even the surrounding counties and cities, and help to promote the success of the opening ceremony of "Shi Sheng Kangyan".
2. Enhance and establish a "prosperous and beautiful" brand image.
3. Timely publicize the service facilities and products of "Shengshi Beauty".
4. Do a good job of "prosperity and beauty" recruitment publicity and staff training.
5. Enhance the theme, social image and influence of "Prosperity and Beauty" propaganda.
Second, the publicity strategy:
1. The publicity time before opening can be roughly divided into five stages, which gradually set off a climax.
A. Preheating stage: from early September to mid-September, it belongs to the publicity pre-heating period of the whole opening period. Do a good job in the recruitment and publicity of "Shi Sheng Kangyan" employees, organize 3 publicity vehicles to pack the body of "Shi Sheng Kangyan" and go deep into five counties and cities in Loudi. On the one hand, we will distribute information and promote the brand image. On the other hand, in counties and cities, propaganda vehicles will stop to print banners of large-scale on-site recruitment of employees, and then contact the local news media in advance. It can be used as a local news hotspot (solving local employment problems) to render. This effect is better than pure newspaper and TV advertisements, and it doesn't cost much. Why not?
B. Initial stage: from mid-September to late September, the overall image of "prosperity and beauty" was initially publicized and reported, including military training and business training for employees.
C. Mid-term stage (brand image establishment and concept infiltration period): from late September to late June 10, the overall image of "Shengshi Beauty" will be thoroughly publicized and reported.
D, climax stage: 65438+ 10 from the end of June to the beginning of June 165438+ 10, and in-depth live coverage will be made according to the preparation of Beauty in a Prosperous Age.
E. Closing stage: from the first ten days of 165438+ to the official opening time, summarize and review the publicity in the early opening period, analyze and evaluate the advertising effect, and make overall publicity planning for the official opening ceremony of "Shi Sheng Kangyan".
2. Carry out radial publicity in space to form shock wave effect: Loudi-industry-whole region, mainly in the choice of media, combining Loudi local media, county and city media and Internet media.
3. Three-dimensional all-round publicity: newspapers, radio stations, TV stations, the Internet, dm postal express, outdoor advertising and other all-round influences.
4. At the same time of space-time intersection and three-dimensional publicity, pay attention to highlight key points and report in depth.
Third, the main points of publicity: (news point)
1, with the theme of "continuous prosperity and strong sense of health", to carry out pre-opening rendering activities.
2. Go to five counties and cities in the whole region to carry out publicity and on-site recruitment activities for large-scale staff, and make publicity and speculation as a local news hotspot to create a "prosperous and beautiful" good brand effect and service image.
3. After a series of publicity activities, the brand of "Shi Sheng Kangyan" was initially established in the minds of consumers in Loudi, so as to publicize and ensure that "Shi Sheng Kangyan" became an instant hit when it officially opened, and to take this opportunity to attract consumers in neighboring cities.
4. Through publicity, the "prosperous and beautiful" business philosophy and brand image will be deeply rooted in the hearts of consumers.
5. Through publicity, attract more people of insight to join "Shi Sheng Kangyan" and create great achievements with "Shi Sheng Kangyan".
6. Focus on the publicity of "prosperous and beautiful" sociality and the love of healthy enterprises, so as to win the biggest return of social benefits for enterprises.
7. Highlight the key points of mass and strong participation, and push the activity of "Shi Sheng Kangyan Prize-winning Knowledge Answering Contest" to a climax.
8. As a large-scale, high-grade and multifunctional catering and entertainment industry in central Hunan, enhance the brand image and influence of "prosperous and beautiful".
9. Do a good job in publicizing the series of activities after the official opening of "Shi Sheng Kangyan", such as the ribbon-cutting ceremony. On the opening day, 8 couples of large-scale collective weddings and 8 couples of recruitment advertisements will be held.
Fourth, special publicity activities:
1. "Shi Sheng Kangyan" staff's military training activities: go deep into the staff's military training site to take photos of the staff's military training, and then broadcast them through the media or publish them through pictures, reflecting the spirit of "Shi Sheng Kangyan" staff and the work style of militarized management.
2. Business training for employees of "Shi Sheng Kangyan": Invite well-known experts in the industry to give business training lectures for employees.
3. Documentary progress of "Shi Sheng Kangyan" project: At the scene of "Shi Sheng Kangyan", with "final preparation"? Day, give Loudi people a satisfactory answer sheet "as the theme, held a signature activity of 100 employees, construction units and decoration companies. This will cause social hotspots and make "wealth and health" a social fashion.
4. During the pre-opening publicity period, we organized a special issue of Shi Sheng Kangyan (the fourth edition of color newspaper) and held an activity of "Shi Sheng Kangyan Award-winning Knowledge Answer Card Competition", which included the business concept, introduction and pictures of "Shi Sheng Kangyan". Colorful, illustrated, informative and beautifully printed. Set generous prizes (which can be oral liquid products of Xingjian Pharmaceutical Group as prizes) to stimulate people's enthusiasm for participation.
Verb (abbreviation for verb) press conference:
1, the first time:-
Time: to be held in late June 10.
Content: Introduce "Shi Sheng Kangyan" as a whole, and announce the official opening information.
Objective: To transmit information to all walks of life through newspapers and periodicals, publicize the overall image of "prosperous life, health and beauty", inform the public in advance of this large-scale opening ceremony, and form the focus of public expectation.
2. The second time:
Time: held in mid-June165438+1October.
Content: Focus on the implementation progress of "Beauty in a Prosperous Age" and reveal to the media that the opening ceremony will hold a series of major activities.
Objective: To make a prelude to the opening of "Shi Sheng Kangyan", make an in-depth report and provide a powerful propaganda offensive for "Shi Sheng Kangyan".
Six, publicity and media forms:
In view of the particularity of Loudi media, there is a lack of strong media. Therefore, Louxing District is the center, covering the surrounding area, radiating Lianyuan, Leng Jiang, Xinhua, Shuangfeng, Shaodong and Xiangxiang. Traditional media, such as print media (brochures, posters, dm leaflets, etc. ) and publicity vehicles as the main body, integrating TV, newspapers, radio, internet, outdoor advertising and other publicity channels; Pay attention to news, special reports and soft-text propaganda. The advertising appeal of "Prosperity and Beauty" is a combination of rationality and sensibility in the early stage, rationality in the middle stage and sensibility in the later stage. The basic principles of advertising media selection are: print media as the leading factor to publicize the functions and characteristics of "prosperity and beauty"; Outdoor media (huge curtains, billboards, light boxes, banners, T-flags, colorful flags, ribbons, colorful flags floating in the air, etc. Fully support, render the atmosphere of "prosperous beauty" and expand the influence and persistence of publicity; Television media cooperate to promote the image of "prosperity and beauty"; With the help of newspaper media, we will focus on promoting the opening up of Loudi area.
1, newspaper:
You can choose Loudi Radio and Television Newspaper, Loudi Evening News, Lian Gang Newspaper and other newspapers for publicity. Open up the column and special edition of "Prosperity and Beauty" and make in-depth reports on "Prosperity and Beauty". Advertising forms are mainly soft advertisements, with a small amount of news hype and low-priced banner advertisements;
2. TV station
Make a special advertisement for Prosperity and Beauty, and choose a good channel to broadcast in prime time. Advertising forms are mainly 30-second image advertisements and 15-second advertisements. TV stations can choose Loudi Life Channel, Loudi Comprehensive Channel, Loudi Public Channel and Lian Gang TV Station.
3. Radio station
Make full use of the popular live broadcast programs of Loudi Radio "Traffic Channel" to conduct various forms of interviews and reports.
4.dm postal service
Due to the lack of strong media in Loudi, the distribution of self-created media has become our main means to solve communication. We specially designed a special edition of dm advertisement for "Shi Sheng Kangyan" (double-sided color printing of quarto coated paper), and distributed 20,000 copies, one of which was delivered directly through the postal network, and the other was delivered directly to surrounding residential areas. Thirdly, organize employees to distribute it along the street (contact the advertising department of the industrial and commercial bureau), which has a long publicity cycle and can achieve the best publicity effect and can be used as a key promotion media.
5, publicity car and bus body advertising.
The Group Office came forward to coordinate and requested the traffic police team and the Urban Management Bureau to agree to the "Shi Sheng Kangyan Publicity Vehicle" and organized 3-4 vehicles to carry out publicity along Changqing Road, Bianxing Road, Fuqing Road and Leping Street. The publicity vehicle has the characteristics of long age, large mobility and wide publicity, and is relatively economical. In addition, you can also choose buses running in several main trunk lines in the city to make several "prosperous and healthy" body image advertisements.
6. Advertising gifts
The related activities are presented with beautifully designed advertising gifts (such as T-shirts, postcards, lighters, ties, key chains and other advertising gifts) suitable for different guests.
7. Soft advertising (related reports)
Invite relevant newspaper reporters to organize a symposium (or press conference), launch news with the theme of "Beauty in a Prosperous Age", and carry out all-round and multi-angle publicity and reporting, so that newspapers have words, television has images and radio has sound. In the week before the official launch of Beauty in a Prosperous Age, major media will publish and broadcast a summary in-depth report.
Results: After careful planning, careful organization, all-round and multi-angle publicity, coordination and hard work of all departments, I believe that we will certainly get gratifying returns.
8. Online advertising
As a modern means, online advertising can be widely publicized and reported. Publish recruitment information on websites such as Xiangzhong Talent Network, Loudi Information Port and Loudi Personnel Information. You can set up your own "Shi Sheng Kangyan" special website, connect with major related professional websites for advertising promotion and expand communication, such as Loudi Merchants, Starry Loudi, Loudi Window, Loudi Real Estate Information Network, etc.
9, mobile phone and PHS SMS advertising:
You can contact Loudi Mobile Company, China Unicom Company and Telecommunications Bureau to publish the job advertisement and opening hours information of "Shi Sheng Kangyan" from time to time through the communication network.
Content: Hunan Xingjian Pharmaceutical Group invested 30 million yuan to open the "Shi Sheng Kangyan" dining, leisure and entertainment world, and now we are looking for people of insight to join * * * to create brilliant future. Please call: 0738-6519988810288 for details.
Seven, advertising area
-Print advertisements: Louxing District, Lianyuan, Lengshuijiang, Xinhua, Shuangfeng, Shaodong, Xiangxiang (go out for publicity with the propaganda car).
—— Outdoor advertisements: Shi Sheng Kangyan Site, Xinjian Pharmacy (Agricultural Building), Xiangzhong Building (Top Floor), Lian Gang and Railway Station;
-TV advertising: Louxing District is the main area at present, and Lianyuan, Lengshuijiang, Xinhua, Shuangfeng and other counties and cities will consider launching it after the climax stage;
-Newspaper advertisements: Loudi newspapers published in the whole region and the whole country;
Eight. capital budget
1.3 rental fee for publicity vehicles: 5,000 yuan (200 yuan/station/day).
2. The production cost of the body packaging of 3 publicity vehicles: 3,000 yuan (photo painting, 1 1,000 yuan/set).
3. Online publishing fee: 2,000 yuan (first select 3 companies to publish job advertisements and image publicity).
4. Communication SMS publishing fee: 1000 yuan (mobile, Unicom, PHS)
5. "Shi Sheng Kangyan" dm self-run newspaper fee: 3,000 yuan (20,000 copies, printed on color coated paper).
6. "Prosperity and Beauty" brochure: 3000 yuan (1000 copies, printed on colored coated paper)
7. TV station: 10000 yuan (gradually invested after the mid-term stage)
8. Newspaper: 10000 yuan (gradually invested after the mid-term stage)
9. Radio station: 3,000 yuan (gradually invested after the mid-term stage)
10. Outdoor advertising: 5,000 yuan (input in climax stage)
1 1. Body advertisement: 5,000 yuan (gradually invested after the mid-term stage)
12. Small advertising gift: 10000 yuan (medium-term purchase and production)
13. Others: 1 ten thousand yuan (unforeseen expenses)
Total: 70,000 yuan
A successful publicity and promotion should comprehensively use advertising, public relations, pop, promotion, dm and other means to carry out all-round three-dimensional communication. But at present, according to the current financial situation and project progress, it is not suitable for large-scale comprehensive advertising activities, so "Shi Sheng Kangyan" will explore its own brand and market in practice. Before the opening of "Shi Sheng Kangyan", the publicity focus is to organize publicity vehicles to distribute publicity materials to five counties and cities and conduct large-scale on-site staff recruitment, and then combine the Internet to promote brand image and recruit staff. After the mid-term stage, publicity can be carried out in accordance with the principles of unified planning, unified caliber, unified deployment, graded responsibility and step-by-step implementation. Television, newspapers, radio, internet, outdoor advertisements, business letters, postal advertisements, posters and other media can be widely used to promote the "prosperous and beautiful" service functions and facilities and convey the "prosperous and beautiful" information. The pre-opening publicity will focus on young and middle-aged groups with strong consumption power, great consumption potential and easy acceptance and trying new things.