First, the purpose of the activity:
*Increase the brand awareness and reputation of the real estate, expand and strengthen the brand's influence;
*Establish the brand in the minds of the customers a good reputation;
*Creating a large city south of the quiet park-style human habitat living atmosphere;
*To achieve the effect: atmosphere of hot sales, enhance popularity, and drive subsequent sales;
*At the end of the activity to create a hot sales atmosphere, enhance popularity, and drive follow-up sales;
*Through the activities to create a hot sales atmosphere, enhance popularity, and drive follow-up sales;
*To achieve the effect: atmosphere, grand, warm, festive.
Second, the core idea:
In the sales center of the road before the arrangement of two large inflatable double-dragon arch to create the atmosphere of brilliant, warm and grand momentum; from the entrance to the sales center plaza to the sales center with a red carpet laid out a welcoming boulevard; dressed in Chinese dress on both sides of the Miss Manners to welcome the guests; so that all customers can feel the developer's dedication to the customers. Customers can feel the developer of the customer VIP-like reception; site set up a cold food area, cold food area for the customers to provide free exquisite 'all kinds of pastry and beverages; small plaza set up a large air frame tent as a customer area, air frame tent with light blue veil decoration, the customers waiting for the drawing number to choose a room at the same time you can enjoy the wonderful program performances and taste the fine food.
When the guest of honor announced the start of the event, the main stage side of the electronic cannons and stage theme backplane color smoke at the same time, while inviting professional
Professional power paragliders (can be hung after the power parachute congratulations on the opening of the words of the banners and colorful smoke) in the sale of the Department of the air over the sky show, the entire event site camp out grand and warm, grand atmosphere, so as to achieve the effect of the boom; and the activity site area acrobatic troupe brilliantly decorated with light blue veil. At the same time, the activity site area acrobatic troupe wonderful, exciting and difficult acrobatics, professional martial arts group performance, Chinese etiquette dress show, large-scale song and dance performances, and other exciting programs to the audience of customers visual impact to active on-site atmosphere.
Third, the theme of the event:
Fourth, the time of the event: July 05, 20xx (Sunday) 09:00 am -12:00
Fifth, the location of the event: the sales center of the property.
VI. Participants:
VII. Site layout:
1. In the sales center of the road on both sides of the colorful flags, the intersection of the layout of the two 20-meter double-dragon inflatable arches, from the front of the sales center square entrance to the sales department entrance with a red carpet. The entrance to the sales department with a red carpet paved a welcoming avenue, welcoming avenue on both sides of each of the four dressed in Chinese dresses Miss Manners holding olive branches to the customers to the scene of the blessing of water to welcome the guests, so that the customers in the activities of the scene will be able to feel the festive, atmospheric, grand atmosphere; at the same time also let the customers feel at home;
2. Sales center in front of the plaza at the establishment of a large aerial frame canopies As a customer area and cold food area, customers waiting for the lottery to choose a room can taste the exquisite snacks, drinks and enjoy the stage area of the exciting program performance, the main stage area set up a large event theme backdrop, professional audio, the stage side of the layout of the electronic salute and the theme of the backdrop of the colorful smoke, while the high-altitude power paragliders in the air to create momentum for the activities of the scene to camp out the grand and enthusiastic, the atmosphere of grandiose.
Eight, the activities: on-site opening lottery, interactive games, home purchase lottery; professional group martial arts show; Chinese etiquette show; high acrobatics; large-scale song and dance performances; high-altitude power paragliding.
Nine, program flow:
No.
Time
Program
Program content
1
07:30-08:00
All on-site staff in place; all preparations ready.
Cold food in the cold food area is ready.
2
08:00-08:55
Customers sign in; at the same time, live music starts to warm up.
3
08:55-09:00
Hosts off-site guidance activities are about to start; cold food area began to provide a variety of exquisite snacks and drinks for customers.
4
09:00-09:05
The host appeared
Introduced the content of the event and project information, announced the start of the event; at the same time, the cold fireworks on the side of the stage and colorful smoke on the theme backdrop, and the high-altitude power paraglider also performed in the air at this time.
5
09:05-09:10
Program performance: opening dance performance
6
09:10-09:25
The host appeared; the first round of the selection of the house lottery
7
09:25-09:40
The host appeared; the interactive session
Happy darts: no one to participate in the game customers have the opportunity to 3 darts; customers must be in the designated place to the sticky balloon target throwing darts; each balloon has a small note; if the balloon is stuck to the note with an exquisite gift will be able to get a prize If you hit the balloon with a thank you note, there is no prize.
8
09:40-09:55
The host appeared; the second round of house selection lottery
9
09:55-10:00
Program
Performance
Professional Wushu Groups Performance
10
10:00-10:15
Host appearance; conduct the third round of house selection lottery
11
10:15-10:30
Host appearance; conduct the interactive session
Sucking ping-pong balls: each time to participate in the Each customer must use a straw to suck the ping-pong balls from a basin containing ping-pong balls to another empty basin; in the process of the game can not be assisted by hand; in the stipulated time to suck the most ping-pong balls of the customer as the winner; the winning customer can get an exquisite gift.
12
10:30-10:45
The host appeared; the fourth round of house selection and drawing of numbers
13
10:45-10:50
Program
Chinese etiquette show
Chinese etiquette clothing show
< p> 1410:50-11:05
Host appearance; the fifth round of house selection lottery
15
11:05-11:20
Host appearance; interactive session
Happy Kitchen: the customers who participate in the game are divided into two groups; each group is divided into two groups. Customers to participate in the game is divided into two groups; each group of two people, one person wearing an apron standing in the designated location, there is a large pocket on the apron, the other blindfolded outside the designated range of fruits and vegetables thrown at the teammates, wearing an apron with an apron on the pocket to receive the fruits and vegetables, the game time of one minute to receive the most fruits and vegetables for the victory, the winning group of customers can get an exquisite gift.
16
11:20-11:35
The host appeared; the sixth round of the house selection lottery
17
11:35-11:40
Program
District Acrobatic Troupe difficult acrobatic performance
18
The first round of the house selection lottery was held in the afternoon.
18
11:40-11:50
Host appearance; on-site purchase of the Grand Lucky Draw
19
11:50
End of the event
Clear bar marketing activity planning program Part 21, the purpose of the activity
By analyzing the business situation of the restaurant, the surrounding environment analysis and so on. Through the analysis of the business situation of the restaurant and the surrounding environment, first of all, we should make clear what problems we hope to solve through the Tanabata marketing activities. Is it to quickly enhance the popularity of the restaurant, brand image? Or is it mainly to enhance sales? Different direct purpose will lead to differences in the theme and details of the activities.
According to the general analysis of the industry situation, the festival period of the catering industry does not worry about no guests to the door, and for the medium and high-end positioning of the Western-style restaurant, I think it is more critical to analyze the target consumer groups (20-40 years old group is the main), through the theme of the activities of the packaging and publicity in advance, to create a very good image of the restaurant and the atmosphere of consumerism, which to go to the target group in advance to attract the attention of the attention. Simply put, before the festival how to better, more, more accurate capture of the target customer base to ensure that the sales during the festival.
2, the viewpoint of refining
Attracting more audience eyeballs is the key to this marketing campaign, regardless of the event implemented into what form of activities, should have a strong attraction; regardless of the venue to choose the place, there should be a considerable amount of foot traffic; regardless of how many people participate in the activities to capture the target audience groups is most important.
Strategy Introduction
1), Western restaurant target audience analysis
Consider three questions, who will go to the high-end Western restaurant consumption? How do they consume? What is the expectation of the consumption process?
Middle and high-end Western restaurant has gradually become the ideal place for people to make friends, business negotiations, gatherings, in addition to the consumption of the meal itself, consumers pay more attention to the environment, the atmosphere is good or bad. This group of people have established values, love of life, have a certain claim and taste, they are not only concerned about the product itself, but also pay more attention to the spiritual enjoyment.
According to the marketing background of the Tanabata festival, we set the target audience in the 20-40 years old middle and high-end people;
They want to eat in the restaurant in addition to delicious meals, but also pay attention to the environment, atmosphere, culture and other value-added factors;
Their consumer expectations are: Is the meal good? Is the restaurant stylish? The first is to make sure that you have a good time, and that you have a good time. Are there any special offers? What are the spiritual benefits to them?
2), how to attract them?
Because the positioning of the festival so that it has a cultural nature, how to hope that the attention of the target group? During the event with a full of Tanabata cultural atmosphere of the packaging to establish the Western-style restaurant in the high-end, unique image; to meet the needs of the target audience, with creative activity theme detonation market; visible discounts to attract more target groups to join.
3), marketing activities to differentiate the highlights
For single customers aged 20-40, held a bachelor party. With the gimmick of "perfect encounters, expanding the circle of friends, looking for a partner" to meet the dating needs of the single group and at the same time to attract more target groups with the unique environment and creative highlights of the event, driving restaurant sales.
For couples between the ages of 20 and 40, a couple's party is organized. With the anniversary of the wedding day and the anniversary of the day of love as an opportunity to attract the target group to store.
4), communication planning
The activities of the propaganda poster distribution, the area set in office buildings, shopping malls, downtown mainly target groups aged 20-40 years old.
The day of the advertising campaign to create momentum.
During the event, consumer coupons were distributed.
5), where the profit of the restaurant?
①, the activities of the consumer vouchers during the form, continue to lengthen the hot sales cycle of the restaurant. Not only to improve the restaurant's sales on the day, but also to ensure that its cycle of high sales.
②, to the theme of activities to improve sales to the store.
The third part of the event planning
Theme interpretation: Western-style restaurants, Valentine's Day, tasteful men and women, which seems to be three innately linked to the role of close, and as a high-end Western-style restaurant Tanabata marketing activities, both the actual sizable concessions to the promotion, but also the need to be able to psychologically, mentally cater to the needs of the target consumer groups of the promotional concept.
The theme concept of the event to "break the traditional life, create romantic surprises" as a starting point, catering to the white-collar workers on the ordinary life of romantic yearning, surprise yearning, humanistic yearning, dating yearning, so the formulation of the "looking for more beautiful you!
3, activity positioning and tone
Tone: style culture and fashion extensive
Positioning: a influence of the widest, attract the largest number of people, the lowest threshold of participation, the most topical cultural, for 20-40 years old in the high-end consumer groups of marketing activities.
4, the form of activities
consumption of XX amount, rebate vouchers → intuitive concessions to the promotion to lengthen the cycle of the restaurant.
Theme activities at night → detonation of the whole scene, creating news topics, expanding visibility.
Activity purpose
Through the Christmas planning activities, to expand the popularity of the hotel, strengthen the emotional ties with customers and guide consumption, so as to achieve certain economic and social benefits.
Second, the content of the activities
(a) activities in the lobby
1, Activity time: December 23, 20xx to December 24
(1) holiday carols: the hotel over the beautiful Christmas carols, warm and peaceful, December 10 began to play throughout the day, according to the time period, play different Christmas songs. 23 days. On December 10th, different Christmas songs will be played throughout the day, according to the time slot. 23rd and 24th, every 15 minutes from 11:00 to 13:30 and 17:00 to 19:30, guests will listen to xx play cheerful music in the hotel lobby and enjoy the blessings brought by Santa Claus.
Performers: TBD
(2) Christmas delivery: Santa Claus carries a gift bag full of colorful candies and chocolates and parades around the hotel, bringing guests unlimited joy and surprise.
Santa Claus personnel list: to be determined
Schedule: December 23 to 24, 8:30 am to 17:00 pm in the lobby and all areas of the rotation delivery.
(3) Christmas sales
In the hotel lobby Christmas area, prepare a wide range of Christmas gifts. Including beautifully designed Christmas ornaments, chocolates, candies, pastries, etc. made by pastry chefs. There are more Christmas traditional gifts for guests to choose.
Requirements: Christmas exquisite gifts, chocolates, candies by the Finance Department is responsible for the purchase,
Catering Department is responsible for the production of Christmas pastries, in the cafe to provide display cabinets, gifts, candies, pastries, etc. by the cafe waiters are responsible for selling.
(4) Christmas fundraising: placed in the hotel lobby a Christmas tree, invite guests to buy a wishing card, wishing card priced at 10 yuan, will be hung in the Christmas tree, and make a good wish for the next year. All proceeds from the event will be given to the elderly in the home to help the vulnerable groups, and the money will be put into the donation box on the spot.
(B) the hotel's large-scale theme activities
December 23-24, the grand carnival night starry night, a variety of entertainment programs come and go; lucky draw, sumptuous buffet dinner and traditional Christmas food, unlimited soft drinks, wonderful song and dance performances, to the guests to bring the whole night of revelry. Christmas dinner is mainly western food, including (high-grade seafood, barbecue, etc.)
1, Activity time: December 23-24, 20xx 17:00-21:00
2, Activity content: xx Hotel will be a colorful presentation of luxury feast brought by the Christmas magic. Lip-smacking Christmas turkey, the fusion of traditional and new Chinese food feast, the hotel's special exquisite pastries, with wonderful live performances, will be a strong Christmas atmosphere in the aroma of overflowing food. At the same time, the hotel has also prepared exciting and dazzling prizes for guests. Please join the crowd and enjoy the Christmas dinner in a dreamy and tantalizing Christmas atmosphere.
Ticketing for the event: all tickets are available.
Check-in desk and booths in the hall: cream-colored tablecloths, Christmas candles, flowers, and flickering candlelight all contribute to the festive atmosphere. The hall is decorated with red wine booths, launching the store's red wine brand, which can be sold by the glass. The Food and Beverage Department is responsible for the setup.
Dining: buffet
Flow arrangements: 16:30-17:00 before the start of the dinner party to play Christmas carols (light music)
Service personnel wearing Christmas hats, give each table guests first on a plate of chic Christmas snacks, surrounded by a variety of sweets.
17:00 (by the marketing department and the lobby assistant manager and usher is responsible for leading the guests) to participate in the activities of the personnel into the dining room.
18:00 Catering staff put Christmas candles at the same time the ballroom lights off. Waiting for the staff to play Santa Claus, angels appear.
Santa Claus, angels were standing at the back of the stage on both sides, to be Christmas music played along with the music and dance jumping to the audience at the same time will be in the hands of small gifts thrown to the audience to mobilize the audience to participate in the activities of the passion.
18:00-18:05 Santa Claus, the little angel issued gifts and by the host to tell the origin of Christmas at the same time to announce the start of the dinner, and the introduction of the hotel's Christmas characteristics of the activities, hosts need to turn on the lights when the introduction.
18:05-21:25 Program Arrangement
Note: The program has not been determined
Third, the activities of the preparation
1, the hotel lobby and the activities of the site by the marketing department is responsible for.
2, the hotel activity prizes by the procurement is responsible for.
3, the event site is located in the x floor x hall and x floor x hall, the western table were placed x people seats, candlelight dinner (by the catering department is responsible for).
4, the production of beautiful brochures and media publicity (by the marketing department is responsible for).
5, the hotel all set up supplies (by the marketing department and procurement *** with the completion).
Note:
1, the event more participants in the post according to the area responsible for a clear division of labor to designate a full-time responsible person.
2, the staff are wearing Christmas hats and body with Christmas decorations for guest services.
3. The Finance Department is responsible for signing and stamping the tickets for the winners.
The bar marketing activities planning program part 4
First, the theme of the activity:
Dance youth, show yourself
Second, the object of the activity:
All students of the Department of Foreign Languages
Third, the time of the activity:
_ year _ month x day _ month x day
Fourth, the activities of the organizer:
Foreign language students career development center
V. Purpose of the activities:
I center this practical marketing competition, aims to increase the department's students' interest in learning through the competition, in order to increase the ability to learn to use. At the same time it is also a teamwork spirit of exercise, so that students accumulate experience to improve the overall quality of students, for the future work to do accumulation. We expect that students who are concerned about marketing can take this opportunity to further deepen their knowledge and understanding of marketing.
Sixth, the form of participation:
to the group as a unit, each group of 3-5 people, the name of the group, to the class president of each class to participate in the registration.
VII, the activities of the specific process arrangements:
(a) the contest preparations:
1, the outreach department to the outside of the school to pull sponsorship.
2. Apply for the venue needed during the competition and the Shaw Building 45 multimedia classroom.
(B) The publicity and registration stage of the competition
a. Publicity means: through the class, leaflets, posters, banners, radio stations and so on.
1, the meeting notified the foreign language department class president, at the same time issued a practical marketing competition flyer, and explain to the specific matters of the activity;
2, contact the Department of Learning Society, out of a poster publicized in the school road or the complex for publicity activities;
3, at the same time, the form of broadcasting and network publicity, as far as possible, publicize to each student.
b, registration:
1, class registration: the class president to get the registration form, and in the specified time to submit the registration form and works of the Student Career Development Center designated place;
2, set up a registration: by the Center in the school road and other places set up a point for registration.
(C) Implementation Phase of the Competition (December 5, December 6)
Session 1: Practical Marketing. (December 5)
Each team will receive a certain number of products and set up sales at designated locations within a specified period of time (one day on December 5) (see the attached chart for details). Depending on the team's sales performance, the points accumulated by the team in this session will be determined. Sales methods and promotional tactics will be determined by each team.
Session 2: Presentation of Results. (December 6, 2012, PM)
After the teams have made their sales, they will present their sales results and insights in electronic form, and the judges will score this session based on the participants' performance and the content of the presentation. (The electronic format can be various, such as word, ppt, photo, video, etc. The content of the presentation can be insights, sales experience, etc.)
Session 3: On-site Marketing. (December 6 afternoon)
The participating teams will select a representative or work as a team to market the relevant products on the spot, and the judges will score this session according to the performance of the participants. (Note: no points will be deducted for the use of Chinese in session 3, and additional points may be awarded for the use of a foreign language).
(D) scoring and scoring stage
Assessment personnel: by the relevant teachers and counselors, representatives of various organizations to assess.
Scoring criteria:
1. Session 1 accounts for 6%, session 2 accounts for 25%, and session 3 accounts for 15%.
2. The total score for each session is one hundred points.
3. Awards will be given according to the total score of the three sessions.
Eight awards:
One first prize
Two second prizes
Three third prizes
A number of excellent prizes.
Clear bar marketing campaign planning program Part 52. Highlight the cultural heritage to enhance the brand selling point
The brand sells half of the product, half of the culture. Tea companies can combine their products natural regional culture as well as product culture, on the basis of the cultural background to distill the most dazzling selling points of the product, such as the historical allusions to tea, beautiful legends and stories, celebrities and tea, etc., so that their own brand of tea and Chinese tea culture inherited from thousands of years, so that their own brand is y rooted in people's hearts.
3 . Packaging design to have brand planning and creative guidance
We say that tea products sold either medium and high-end tea, or low-priced ordinary tea, and whether it is a gift for consumption, or the people themselves to drink, tea packaging is very important. For example, some companies have designed a couple of young people like tea, some tea hit the filial piety logo, there are also tea products to highlight the efficacy of health, these good packaging design, reflecting the relevant brand awareness as well as unique creative design, so that consumers will love to see the packaging.
4. Design different capacity and packaging products to meet different needs
Now the market of tea brands, varieties, often making consumers, especially the first line of tea consumers difficult to choose, then the different capacity of the packaging will meet the needs of different people.
In order to meet the different needs of consumers, tea companies can solve this problem through a variety of packaging methods to occupy different price ranges to expand the market share of the product. To this end, some companies have designed a 50 grams - 100 grams of packaging to facilitate frequent travelers to carry, there are also people processing 3 - 5 grams of capacity packaging, as unfamiliar with the tea customers to do a trial tasting, the different capacity of the packaging simple to drink tea no longer become a hassle, then the product sales will not become smoother?
Clear bar marketing campaign planning program Part 6
A store sales merchandise positioning:
Korean fashion women's clothing, mainly knitted tops.
Second, the store decoration style:
Noble and elegant decoration style, the store color is mainly coffee, beige, supplemented by decorative materials, mainly fiber-based, reflecting the aesthetic sense of the buyer (woman) and sense of curves, to attract customers into the store.
Third, the store staffing:
2 to 3 shoppers, required to have a strong dress with the ability to understand the fabric and production of clothing, serious and responsible for the work. The character is cheerful and generous, have affinity, language band ability is strong, can give the customer to supply a good dress proposal.
Fourth, the promotion program information design:
Promotions, is the apparel industry in the operation of a major tool, not only can promote the rise in sales, but also help to improve the image of the store, and customers to establish a long-term relationship. Combined with the results of the research, we found that the ground avenue opening time is not long, the flow of customers is not high, to the rich two to shop for the customer is not a lot, we decided to target the promotion of the crowd as our students and teachers, the school personnel concentration, the age of the shopper groups fit the ground avenue, and the ground avenue of the goods are also close to the purchase of the needs of the students and teachers and the purchase of the ability to do so. We have adopted the following promotional activities.
1, in our college website published reports for our activities to publicize, in order to let more students understand our competition, and at the same time to attract more students to our store to buy goods
2, in the 23rd before the official game in the college at the same time on both campuses to put up posters, to further increase the influence of the game on the students in our school, the posters indicate that the holders of our student ID card can enjoy discounts, and expect to maximize the impact of the game to the students. The poster states that the student card holder can enjoy preferential treatment, and expects to get the maximum support from the students of the school
3, before the start of the game, in the two campuses of the faculty of each department of the game activities on our promotion, for the teachers of the school to issue a vip card, so that it will become our key customers.
4, 23-28 days each day during the game each day in the morning to the rich a layer of each release half an hour of vouchers (10 yuan, 20 yuan, 30 yuan), the flow of people led to the store for consumption. In the store put up pop posters to maximize the pull of the scene of scattered customers to our store to buy goods.
5, we do research during the period to each customer left a credit card, they are welcome to come to our store to buy clothes during the event.
6, we make the logo of the clothing store into a paste, each hanger are affixed with our unified design and production of the logo. and carefully prepared for the customer shopping bag, after each sale is completed with the logo of the paste sealing bag, so that the customer remembers us changeyou clothing store, remember the "Ground avenue" organized by this event. "The organization of this activity. Do enter the store consumers can leave a deep impression of the brand, not into the store potential consumers can see our mobile brand publicity.
7, induced consumption refers to the part of the consumer to obtain, such as gifts, discounts, etc., at the moment there are still a lot of people who are greedy for small bargains, to be able to seize this part of the human psyche, to help you do a good job of promotion. In the Christmas season, we have carefully prepared small gifts for all consumers in the store to promote consumer desire and design and layout of the special clothing area to take the route of thin profit and high sales.