I have a deep contempt for the answer from upstairs. I am at a loss for his so-called answer. Simply copying and pasting large sections is irrelevant, and it is really difficult to solve practical problems!

I am a small planner in the advertising industry. I usually answer other people's questions based on the principle of mutual help, mutual learning and communication. Today, I happened to see this planning problem that I have always been interested in. I would like to make a fool of myself and give my own suggestions.

I have roughly divided it into the following stages:

1. Planning and preparation stage: make a detailed promotion plan, which must be considered comprehensively to ensure the smooth and effective implementation of the promotion activities. You or a planning team will work out a set of plans from the purpose, preparation, implementation, cost to the evaluation and measurement of the effect, and submit them to the upper level for study, decision, modification and implementation.

2. Pre-preparation stage: This stage is complicated but very important.

(1) Select the appropriate promotion time and place: special date (holiday), time period, how many days will it last, how many promotion points will be set up, the setting of the main venue, personnel allocation, goods allocation, bonus rules and quantity restrictions, etc.

(2) Equipment and articles: booths, banners, arches, balloons, labao, posters, leaflets (color printing or black and white), small package tasting, sound-auditory shock (can be replaced by loudspeakers), and other gifts-bundled sales gifts, free gifts when buying, free prizes when participating, and lucky draw. According to the overall situation and the company's economic strength, choose and arrange the reasonable preparation and use of the quantity.

(3) Personnel: the selection and arrangement of promotional staff. If you want to organize programs, games and activities, you should consider inviting guests and hosts (with a little fame and low cost), and ask the promoters to decide the number according to the situation (it is recommended to invite college students, which is reliable and cheap).

(4) Preparation for publicity: If you have the strength, large-scale and all-round publicity in the early stage is essential. If you want to save money, some work should also be done. Distribute leaflets in densely populated downtown areas. The distribution area and quantity should be decided in advance. The influential media in the city (newspapers, radio and television) put in advertisements, and pay attention to the choice of media, the frequency of media exposure, cost budget, etc., in order to achieve the publicity effect of widely informing.

(5) pre-coordination of all parties' relations: ensure that all activities comply with laws and regulations-the departments of city appearance, urban management, industry and commerce say hello in advance to avoid unnecessary troubles. Outdoor activities must be approved by the relevant departments, and advertising must also have legal approval. In short, all possible problems and troubles should be thought of in advance, and we should be prepared to deal with all emergencies so as not to be caught off guard.

(6) Total cost budget: all costs such as goods preparation, personnel expenses, coordination of all parties, advertising expenses, etc. must be accurately budgeted in advance.

(7) prediction of promotion effect: the purpose of promotion is to predict the sales volume.

3. implementation stage: pay attention to the adjustment and control of the atmosphere at the scene to attract as many people as possible. Visual, auditory, interest appeal and other sensory shocks in order to attract, stimulate and induce consumers' attention and consumption. The layout of the site should have enough space for consumers to gather, pay attention and buy, and the layout should be novel, clean and impactful. Posters and banners on site should be eye-catching. On-site activities, such as programs, games, publicity, etc., should be highly interactive and participatory, which can stimulate the atmosphere. Please guests, hosts, etc., to ensure product-oriented, all activities should be carried out around the product as the starting point, and avoid usurping the host's role. The order of the site must be maintained, which requires our staff to do a lot of work, such as fair, reasonable and orderly distribution of gifts and prizes, arrangement of enough staff, reasonable layout and large enough activity space. Again, we must be prepared for all kinds of emergencies.

4. summary of promotion effect evaluation: if the promotion is a continuous alcoholic phased evaluation, the final overall evaluation; If the promotion is short-term, make an overall evaluation and summary. Evaluate whether the promotion purpose is achieved, whether the sales volume reaches the expected goal, evaluate the media effect, and accurately calculate and analyze the income and expenditure.

5. After-care work: handling all after-care work, settlement of expenses and so on.

General analysis:

In the promotion of new products, we must highlight the theme, brand and appeal, and first think about what kind of effect we want to achieve or what kind of purpose we pursue. Usually, the purpose of new product promotion should be to expand brand awareness and expand short-term sales volume and sales volume. Emphasize the appeal point and benefit point of the product, that is, the selling point of the product, and combine a series of means commonly used in promotion, such as discount sales, gift sales, prize sales, integral or label collection, bottle cap redemption, etc. Actively build momentum and cooperate with conceptual marketing and event marketing.

choose appropriate promotion methods, set reasonable promotion price, put products on site reasonably, do a good job in the hygiene of the promotion area, ensure that the price tag is correct, put the price tag in an eye-catching position, make sure that leaflets are distributed and posters are posted in place, and prevent products from being out of stock.

The above are some of my thoughts and suggestions. I only hope they can help you to some extent. They are for reference only. I also hope other people in the industry can express their opinions more. Please correct the shortcomings, hehe.

but please note: original answer, no copying and reprinting, please respect others' labor and yourself!

add:

(1) venue fee: first of all, we should consider the venue fee, because there are many differences between different venues, even the same venue may have different fees because of different locations.

(2) Supply quantity: If we want to cooperate with pharmacies or retailers, we must talk with each store about the quantity of goods needed and the mode of cooperation.

(3) retail price control: sometimes the retailer sets the price of your goods lower than the promotion price, and your promotion can't be carried out at all, which can only depend on your communication and coordination with the retailer.

(4) event process control: event process control is not only our own business, but also requires the help of retailers to participate in the preparatory work.

For promotional activities, you must do the following:

1. Tools: You should prepare your own tools, such as markers, tapes, pushpins, etc.

2. Promotional materials: (1) Types: posters, product brochures, flags, banners, sun umbrellas, newspapers, invitations, etc.

(2) Function:

A. Save time and explain

B. Establish a good brand image

C. Stimulate consumers to buy

(3) Factors that affect the success of promotional materials.

a, the display point must be eye-catching, safe

b, simple and generous in design, and can quickly transmit information

c, height position, too high and too low are not suitable for reading

d, and the size should be discussed with the retailer, otherwise the retailer will think that you are too big or too small.

e, cooperation with products and environment should take into account the situation of products and environment

f, aspects that should be paid attention to: 1. Creative, eye-catching, surpassing competitors; 2 the display time will affect its effect; 3. timeliness.

3. Training and management of sales promotion personnel: Some sales promotion personnel are recruited temporarily, even the employees of the company need to be trained in this promotion. Such as:

(1) formulating operation rules.

(2) content and time of activities.

(3) Job responsibilities of sales promotion personnel.

(4) On-site arrangement of activities.

4. promotional gifts.

5. Activity execution and control:

(1) Display "Five Comparisons"

(2) On-site inspection and monitoring of activities: In addition to sales promotion personnel, management personnel should also conduct on-site inspection. The main functions are:

a. Patrol and handle unexpected situations in time;

b, keep the normal display;

c, ensure the use of promotional materials;

d, promotion personnel to implement the specification.

Second, promotion execution

When patrolling the event site, we should consider checking the following questions:

1. Correct product mix: Is it our ongoing promotion product?

2. Correct form: whether the promotion form is correct and whether the product display form is correct;

3. Correct location: whether the product display location is stipulated in the promotion agreement;

4, the correct position;

5. Correct marketing tools: whether marketing tools help to increase sales;

6. Correct information transmission:

7. Correct promotional information: conveyed to consumers in the right way.

8. Correct selling price.

at the same time, we must first look at what consumers need? Whether customers can remain loyal depends on the value they want. If we want to build loyalty, we must make the following specifications.

(1) The company must be everywhere, in other words, the company must be out of reach when customers need it.

(2) The company should never ask questions, argue or try to change the behavior of customers.

(3) Set aside a certain profit margin to alleviate social and environmental problems.

iii. Management of promotional expenses

In order to plan and control effectively, we must first find out which activities expenses can be classified as promotional expenses, and then subdivide all kinds of expenses of promotional activities. Only after these two steps are completed can we start effective budgeting.

The promotion budget and control should also include the following steps:

1. Establish the company's promotion objectives, that is, how many products can be sold and how much profit can be made with the money spent.

2. Confirm the objectives and strategies so that the company can achieve the expected goals.

3. Decide the amount of expenses.

4. Keep abreast of on-site opinions and make a budget for emergencies.

iv. management of sales promotion personnel

in order to form an effective sales promotion team, we must have a complete set of procedures to help us improve our work from the selection of sales promotion personnel to their training, and then to the supervision and evaluation of the whole sales promotion team. Here, we will introduce the work of sales promotion personnel.

1. Selection of sales promotion personnel: A dynamic and experienced sales promotion team is the icing on the cake, so the work of sales promotion personnel includes the following aspects:

(1) Product and store maintenance: maintaining the display of the company's products and ensuring the placement of goods.

(2) Layout of promotion sites: such as supermarket cards and flags posted on posters.

(3) promotion: to promote the company's products to customers and stimulate their desire to buy.

(4) finish and hand in the work report in time.

2. Training of sales promotion personnel.

No matter how good the product is and how good the promotion activity is, if there is no good promoter to show it to consumers, it will still not stimulate consumers' desire to buy. Whether the training of promoters is in place and the service attitude is directly related to the success of the promotion activity. Therefore, the training of promoters is very important, which mainly includes the following contents:

(1) Basic background and skills training.

a, company background and business philosophy training;

b, product knowledge training: such as the selling points and usage methods of products;

c, working procedure training;

d, job responsibility training for promoters: including sales explanation, activity explanation, timely replenishment, etc.

(2) Training in sales skills and after-sales service:

A. Training in service attitude and sales skills: if the customer greets, how to answer the customer's questions, how to judge whether the customer is willing to buy, how to deal with impolite customers, etc.

* Work attitude: mutual benefit and win-win, neither humble nor supercilious.

* Speaking skills: clear and steady tone, positive and flexible response.

* Listening: Listening carefully shows your respect for customers.

* Smile and praise.

* control time; Arouse customers' interest in products in the shortest time.

* targeted greetings.

* Sincerely equal everyone: don't expand the efficacy of the product, be objective and clever.

When you encounter difficulties, your reaction style and skills:

* When rejected by customers: take it easy and say goodbye politely.

* When customers complain about our products and enterprises, we should relax, avoid nervousness and be unavoidable, treat them correctly, respect customers and listen carefully.

* when the price of the product is too expensive:

b, specify the conditions for giving gifts to prevent the gifts from being sent by mistake, over-delivered, over-delivered or under-delivered.

c, define the reward and punishment system and reward and punishment measures, so as to avoid non-delivery of gifts and dereliction of duty of promoters.

3. Promoters can monitor and assess the standards.

The monitoring of sales promotion personnel is mainly to check the service attitude and methods of sales promotion personnel, mainly in the following aspects:

* instrument; Whether according to the requirements of the company, etc.

* terms: whether to use polite and standard terms.

* service: whether first-class service is provided.

* Administrative discipline: such as attendance, being late or leaving early, dressing inappropriately, chatting or eating.

* store maintenance.

* after-sales service: find out whether the problem can be solved in time.

v. evaluation of activity effect

the evaluation of promotion effect is a very important stage, which does not exist after the promotion, but runs through the whole process of promotion.

The evaluation activities are basically divided into the following four aspects:

1. Achieving the goals set by the activities.

2. Influence of activities on sales.

3. Profit evaluation of activities.

4, the establishment of brand value.

5. Result analysis: statistics, analysis and diagnosis.