Planning the design scheme of automobile marketing

In order to ensure the smooth development of things or work, it is often necessary to prepare a plan in advance, which is a plan that clarifies the time, place, purpose, expected effect, budget and method of specific actions. So how should we make a plan? The following is my carefully organized design scheme for planning automobile marketing, hoping to help everyone.

1

1. Activity background

Since many national policies came out, automobile sales declined in the first half of xx, and the market as a whole showed a recession. Mid-Autumn Festival and National Day are just the shopping season of China people and the peak season of the automobile market. We hereby hold promotional activities to stimulate consumers, boost sales and fulfill the annual task.

second, the purpose of the Mid-Autumn Festival car promotion

is to stimulate consumers, boost sales and achieve the annual task.

III. Theme of the event

Promotion activities with the theme of "Mid-Autumn Festival Car Buying Gifts and National Carnival"

IV. Time of the event

September 1-September 8, XX

V. Target audience

Potential customers and car buyers

VI. Contents of the event

1. During the promotion activities,

2. During the promotion period, anyone who buys this car model can get a car decoration or car maintenance card of more than 1,111 yuan.

3. During the promotion activities, anyone who buys any car can participate in the lucky draw for the Mid-Autumn Festival on the same day (gifts include car pads, car perfume, car gifts, moon cakes, etc.).

VII. Advertising

1. Big advertisements in automobile columns of major newspapers

2. Advertisements in local TV stations

3. Outdoor car advertisements

4. Elevator advertisements in office buildings

5. Advertisements in major automobile portals

VIII. Activity budget

xx RMB. Specific expenses: xx

IX. Supplementary questions of activities

1. Divide people into responsibility groups and work together.

2. Make emergency plans.

3. clearly state the purpose and gist of the activity to the staff.

X. activity summary

1. After the activity, evaluate the effect of the activity

2. Recalculate the activity expenses.

A good Mid-Autumn Festival car promotion plan should not only have a clear overall activity framework, but also have the best detailed analysis in the process. For example, the eighth and ninth parts of the cost budget, it is best to be detailed to a gift cost statistics; The ninth part of the personnel arrangement, it is best to be specific to a certain person. The Mid-Autumn Festival activity plan should be withdrawn as soon as possible, and publicity should be put in place. Planning the design scheme of automobile marketing 2

1. Activity background

As the largest mini-car manufacturer in China, xxxx Co., Ltd. currently has an annual production capacity of 1.8 million vehicles. Xxxx, which is expanding, is expected to have an annual production capacity of 336,111 vehicles by X.

the products produced by the company include four series ***211 models of commercial vehicles, minivans, minivans and minivans. In February of X year, SAIC-GM-Wuling began to produce Chevrolet spark mini-car, which is also the first time to produce Chevrolet brand cars in China.

SAIC-GM-Wuling * * * has 411 dealerships and 411 after-sales service outlets densely distributed in 29 provinces, municipalities and autonomous regions in China. In X years, SAIC-GM-Wuling * * * sold 181,188 vehicles, an increase of 22 and 8% over last year. Through the popularity and reputation of SAIC-GM-Wuling Automobile Co., Ltd. in China, automobile sales have increased substantially over the years, which is well-known in the target market. Nowadays, it has become the ideal and ambition of SAIC-GM-Wuling Automobile Co., Ltd. to meet the needs of consumers with unique new models at the right time, so that people who know how to live can better experience life and provide the best and most favorable products for the market. To be a micro car, you need word of mouth. Huzhou Lingtong Automobile Co., Ltd. seized the opportunity to carry out further publicity in three counties and two districts of Huzhou during New Year's Day.

second, the purpose of the activity

in view of the characteristics that the mini-car market and target consumers pursue good reputation, strong motivation and good after-sales service, they can meet the psychological needs of consumers.

Based on people's longing for relaxed fashion psychology, a new Chevrolet spark with personality, fashion and beauty is introduced, so that consumers can experience the relaxed mood after work.

With the help of the conceptual operation of Wuling Cyclone, a new product-single and double-row Cyclone-was launched to further improve the concept of extraordinary space.

Through activities, the distance between consumers and cars will be shortened, and the brand image of Huzhou Lingtong Automobile Co., Ltd. will be improved.

third, the focus of the activity

for customers: pursuing relaxed, fashionable and tasteful consumer demand, experiencing the true meaning of life and highlighting individual taste. (Cheval Blue spark), the pursuit of high efficiency, strong motivation, low-risk consumer demand. (Wuling minicar)

For the company: understand the consumer psychology, see the market demand clearly, build confidence, strive to achieve good results and enhance the brand image.

for the industry: we should not underestimate the competition of other brands, recognize the brand positioning and the functional value of products, and not lag behind.

iv. activity plan

activity plan: to attract target customers, promote purchasing behavior and enhance brand image by holding small auto shows in various areas of Huzhou.

activity content: create a relaxed activity atmosphere, giving people a sense of easy and free car purchase, which is different from the same industry.

Specific operation:

1. Huzhou city

Publicity leaflets first

Scheme 1. ① Put a large arch (if possible, a large balloon) at the entrance of Huzhou Lingtong Automobile Co., Ltd. (No.x98 Lingyang Road), ② Colored flags ③ Slogans and promotional tips.

Scheme 2, Qiancun Village, Huzhou. Reason: As the land in the east of Huzhou is expropriated, it belongs to a new countryside, and farmers have expropriation money in their hands, and buying a car for transportation or carrying passengers is a good way to make a living.

2. Changxing area: the leaflet will go first

to Jiapu, the Three Gorges immigrant area. Reasons: Consumers in the Three Gorges Immigrant Area have no living guarantee, jobs and financial resources. Buying a car, running for transportation or carrying passengers is one way, and the state has preferential policies for three years (saving some formalities).

3. Anji area: Publicity leaflets first

Auto shows, arches and banners will be held in the county square, in front of the county government and in areas with high population density. Ps: For example, in remote mountainous areas such as Xiaofeng and Hanggai, township propaganda is carried out, with leaflets first. Because it's a long way, you can call in advance. Planning the design scheme of automobile marketing 3

1. The company provides a product promotion

During the National Day, not only cars sell well, but also automobile supplies are not too much. In order to better thank our customers for the sales during the National Day, Huanze auto supplies are making profits. Our company specially takes out the product of Fox Grid to cooperate with the promotion plan during the National Day: to improve the sales performance,

311 on the Fox Grid and 411 on the Fox Grid for the National Day promotion. If you order 711 without tax, you can buy 5 get 1 free. If the tax price is 811, you can buy 5 get 1 free. Our company has a five-day holiday on the National Day, we will order quickly.

1. New cars are on the market

Many manufacturers will launch their own new models during the National Day, so as to expand their product lines and enhance competition. Holding this series of promotional activities requires vigorous publicity of the prelude, otherwise, it is difficult to make people feel trust in the new products. In addition, there must be some concessions on the price.

Disadvantages of the National Day promotion of new cars: there is no comparison in price, and most people think that the new car listing is not necessarily the most favorable, and the more favorable one should be behind.

2. Price reduction promotion

Due to the severity of homogenization competition, the word "drop" has become the main move of promotion. Price reduction promotion is the most common activity scheme in National Day promotion activities. During the activity, according to different models, we will make a profit of 1,111 yuan on the basis of the original price, with a maximum discount of 11,111 yuan.

there is a premise for price reduction promotion: avoid increasing the price of cars before the National Day, and take the opportunity to reduce the price on the National Day. This method of increasing the price first and then reducing the price is not sincere enough in the eyes of most customers.

3. Buying a car and giving a big gift package on National Day

In order to attract consumers to buy, buying a car and giving gifts is also a common way for dealers. Gift packages that can be sent include: fuel card, car film, car damage insurance, commercial third party insurance, theft insurance, vehicle personnel liability insurance, excluding deductible insurance.

this is the most commonly used way for car dealers, that is, giving gifts worth a certain amount to car buyers. Recently, more and more people send GPS. If there is such a word as "great value gift package" in the advertisement of car dealers, it basically belongs to this category. Of course, there are 4S stores that deliver stocks.

4. Reward old customers

Friends and colleagues for recommendation, which is the decisive factor that affects most consumers to buy cars. In automobile marketing, this is called word-of-mouth effect. So car dealers have used their brains in this regard. For example, FAW Toyota dealers have launched such activities: old customers who successfully introduce new customers to buy cars will get thousands of dollars in rewards. If friends and colleagues really talk about how good the car he is driving is, it would be strange not to be moved.

5. Guaranteed sales

Guaranteed sales means getting a good license before sales. When Hangzhou issued the "88" license plate, Tianjin FAW dealer used the promotion method of package sales. Because the license plate number started with "88", these vehicles were very popular, and the dealer's only eight package cars were robbed.

6. Interest-free mortgage car purchase

After the car buyer pays 51% of the car payment, the balance must be paid off within two years. If you buy a car of about 211,111 yuan by interest-free mortgage, you can save at least 1,111 yuan in interest.

the central point of the holiday promotion program must be "giving customers a real discount", which is also the premise of promotion. By holding activities to attract more consumers and related people, automobile promotion activities are becoming more and more abundant and wider, gradually forming a group activity. In addition, free testing activities can be carried out in autumn for preferential activities of National Day, including 21 testing contents. The National Day car promotion activities not only play a propaganda role, but also help the business in the second half of the year and boost morale.

I wish our customers a happy National Day in advance! Sales reached a new high. Planning the design scheme of automobile marketing 4

1. Purpose of the activity: Is the purpose of the activity to deal with the products in stock? Is it to increase sales? Or promotion? Only by being clear can we make the activities targeted.

second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who are the main targets of the promotion? Who are the secondary targets of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

third, the theme of the event: mainly for promotion? Publicity? Or thank consumers?

iv. activity mode: this part mainly expounds the specific mode of activity. There are two important issues to consider: determining the crowd and determining the degree of stimulation.

5. Time and place of activities: Proper choice of time and place of promotion activities will get twice the result with half the effort, while improper choice 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.

VI. Advertising cooperation: A successful promotion requires all-round advertising cooperation. What kind of advertising creativity and expression methods do you choose? What kind of media hype do you choose? These all mean different audience arrival rate and cost input.

VII. Pre-preparation: The pre-preparation is divided into three parts: personnel arrangement, material preparation and test scheme.

VIII. Mid-term operation: Mid-term operation mainly includes 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.

IX. Post-extension: Post-extension is mainly a matter of media publicity. How and in which media will the event be followed up? Melatonin is a master in this respect, and even a less successful promotion will be fired in the media with unprecedented pomp.

X. expense budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the reason why the "Sunshine Action Plan B" of Aiduo VCD ended in failure was that there was no budget in terms of expenses. It was not until after the event that it was discovered that the planning 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 government departments, consumer complaints, and even the sudden change of weather make it impossible to continue outdoor promotion activities. Necessary human, material, physical and financial preparations must be made for all possible accidents.

12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the successes and failures from the aspects of stimulation degree, promotion opportunity and promotion media.

The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze, compare and optimize the combination to achieve the best 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.

Types of automobile promotion activities

Opening promotion activities

Generally, new stores will be opened at a fixed point to increase the promotion, or new models will be promoted. The most direct activities of this kind are price reduction, discount, giving away insurance, etc., as well as offering zero-interest car purchase and giving away spree.

Thanks to consumers' promotional activities

In order to celebrate the sales volume reaching a certain amount, thanks to consumers, buying a car with great value, buying a car with zero interest rate, and how much the minimum down payment is. In addition, some merchants will launch some activities such as warranty and giving gifts in the car.

holiday and special day promotion activities

holiday promotion activities are common and effective activities, generally holiday price promotions. Activities such as test drive, tree planting and voluntary activities are held on holidays. A designer who plans automobile marketing.