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1. Purpose of the opening ceremony:

1. Establish the public image of the decoration company and win the attention of major media.

2. gather popularity through the opening activities, show the brand-new image of the decoration company, and improve its popularity.

3. Strengthen the local influence of decoration companies and promote sales through opening activities.

4. Attract the attention of the public and the media through unique activities, and improve the communication effect.

2. Pre-publicity plan:

The success of opening activities depends on whether the pre-publicity is in place. Only when the pre-publicity is done well can we ensure the success of the opening activities. We must have this awareness ideologically, and we would rather postpone the opening of the business than be sloppy in the early publicity. The way and specific operation of pre-publicity:

1. Home-to-home publicity: This is the most direct and effective operation means, but it is also the most complicated method. Specific operation:

(1) Divide the publicity into two publicity groups, with two or more people in each group, and one person in one group is acceptable if conditions permit. The purpose of the publicity group is only to find and track customers, understand the details and needs of prospective customers, and finally guide customers into the opening site through one-on-one publicity with customers two weeks before the opening.

(2) divide the urban real estate, and basically achieve a balance in distribution. Each group is responsible for a region and carries out its work. Competition is launched between the two groups, and the indicators of competition are the number of customers who are guided into the opening site and the number of customers who sign the bill. Give recognition to outstanding performance, such as cash reward, business personnel inspection and retention. According to the sales volume of each group, commission and other measures are taken to mobilize the enthusiasm of salesmen.

(3) the contents of the home promotion: the general situation of the company, product introduction, detailed introduction of the opening activities, the basic situation and wishes of customers. It is worth noting that after learning the situation of prospective customers, we should collect, sort out and track them, and keep in touch with the store guide to find a suitable starting point to prepare for signing the bill quickly when opening. On the day before the opening, the salesman should communicate with the prospective customers by telephone and confirm to come to the store to participate in the opening activities.

2. leaflet page: the leaflet page should be clearly designed and the theme of the activity should be obvious (keywords: low price/environmental protection/quality/service). The production should reflect the grade of the brand. Never use red and yellow printed leaflets, which have no grades.

Third, the design of promotional content for opening activities:

First, we need a relatively low-priced product to attract customers and detonate the market. This price needs to be particularly emphasized and eye-catching. At the same time, the design of promotional content should be relatively lively, such as price discount, promotional gifts, etc., and even take prize-turning, lottery and so on.

IV. Creating the atmosphere at the opening ceremony:

Traditional methods such as arches, colorful flags, carpets, hanging flags, balloons, Yi Labao and flower baskets can be adopted. The momentum must be great, and it can really create an atmosphere. At the same time, the placement of gifts should be imposing, and the pile should be large, giving people the feeling that there are many gifts and they are very valuable. One of the purposes of roadshows is to attract the attention of customers who come to visit and find the location accurately; In addition, it can attract the attention of all citizens and even the media. It is also a supplement to the creation of the scene atmosphere. Planning ideas for the opening ceremony 2

1. Based on the characteristics of background analysis, this shopping mall can be regarded as the leader in leading regional consumption, so we should first gradually improve our reputation and reputation, form a good consumer reputation in the hearts of consumers and help expand merchants. All these require pre-publicity activities to cultivate consumers' awareness. Of course, the opening day is the most important thing.

"Opening" to ensure that "winning the first battle" is the primary topic of all new projects, especially in today's increasingly fierce trade. Therefore, in order to have a warm on-site atmosphere and real publicity for pre-activities, all kinds of celebrations need to be shocking and famous, so as to gain a foothold.

2. Activity principle:

1. We must build a scale on the momentum of the opening ceremony and pursue a warm atmosphere and attraction.

2. Try to impress the surrounding residents through the opening ceremony.

3. There should be continuous promotion activities to make customers feel fresh, and it is best to form news spots for easy dissemination.

4. Promotional activities can really make customers feel "affordable" and ultimately increase the reputation of this mall.

5. The planning scheme of this project should be easy to operate and implement, and the risk can be controlled.

iii. objectives of the event

by successfully holding the opening ceremony, we can achieve the purpose of improving the reputation of shopping malls, promoting investment and attracting consumers.

iv. Pre-preparation plan

Before opening, we will do roving publicity and performing arts promotion activities in major indoor streets and major schools. Promotional activities started.

one week or ten days before the opening, distribute opening publicity materials to the surrounding residents, passers-by staff and schools.

one week or three days before the opening, float balloons are placed around the mall, and the opening celebration banners are hung to create a festive atmosphere. Do warm-up work for the official ribbon-cutting.

one week before the opening, increase the promotion activities to ensure the passenger flow on the opening day.

V. Project implementation plan

1. Activity elements

Activity name: Zhuowei International Sports City

Activity time: xx year X month

Venue: Zhuowei International Sports City

Activity crowd: mall leaders, special guests, residents in surrounding residential areas, interception of past individual travelers, etc.

Activity goal: Through successful holding.

2. Organizing activities

a, atmosphere decoration outside the shopping mall

b, site layout:

Stage and sound configuration, flower baskets, banners, floating balloons and cold fireworks, etiquette organization, etc. C, performances:

Military band, lion dance performance, street dance and singing performance, And the yangko performance on the second and third days to continue the opening atmosphere

d, the preliminary publicity work:

1) the propaganda car enters the county (suburb) for performing arts promotion

2) the pop posters and display boards in the shopping mall, etc., to create a festive and lively atmosphere

e, the later publicity work:

the performance will last for three days (every afternoon).

The above scheme was determined by our company through various discussions. Please give guidance to the leaders to prepare for this celebration ceremony. We think that the guiding ideology should first follow the three principles of "enthusiasm", "frugality" and "carefulness". The so-called "enthusiasm" means trying to create a cheerful, festive, grand and exciting atmosphere during the celebration ceremony without making it too boring and exciting. The celebration ceremony is simple, but it is indispensable to be warm and grand. It's better not to do it at all than to do it lightly and hastily, or to put a stop to it and go through the motions in a despondent way. The so-called "frugality" requires the organizer to be diligent and frugal, and be realistic in the expenditure of funds during the whole process of holding the celebration ceremony and making preparations for it. Moderation and frugality. The so-called "meticulous" refers to the time when the organizer prepares for the celebration ceremony. It is necessary not only to follow the etiquette convention, but also to analyze the specific situation, carefully plan, pay attention to details, be responsible for the division of labor and be meticulous. Try to be careful and meticulous, and prevent duck eggs from making mistakes on the spot, even though they are dense and have seams.

in a word, we will consult and discuss with you more, and minimize the cost of activities and achieve the best results. Introduction

The opening ceremony is based on the grand celebration atmosphere, and the activity aims at forming a good brand promotion and image display effect.

through this opening ceremony and guest reception, the theme and taste of Hangzhou x liquor company's "classic with rich sauce and delicious flavor" were reflected, which left a deep impression and good reputation in the minds of participating consumers, established brand loyalty, made potential customers substantial and established a leading position in the industry.

II. Activity Procedures

This planning case consists of two parts: opening ceremony and promotion activities

Opening ceremony of Hangzhou X Wine Company

The layout of the main venue of Hangzhou X Wine Company is as follows:

1. Stage:

The stage is built in the square on the first floor of Zhongnan International Building where Hangzhou X Wine Company is located, with a large arch of 15 meters on the left side of the square (in the middle of the second floor). Due to the hot weather, in the center of the square, a sunshade of about 151 square meters was built in front of the gate of Zhongnan Building.

the red carpet extends from the arch to the sunshade. There are two welcoming guests from the arch to the awning as the welcoming avenue with small flowerpots on the side.

The main stage is located at the south gate of Zhongnan International Building, with the platform (about three meters) above the existing steps as the stage, and the background wall is set behind to cover the existing glass door and spread a red carpet. There are stereos on the left and right sides of the stage, vertical microphones in the middle, and green plants and colored bonsai flowers are placed under the painting screen at the back of the stage (including under the stage).

2. complete set of sound: a set of 2 main boxes, 2 return listening, 1 mixer and cabinet.

3. Background frame construction: 6 m long by 3 m high frame structure.

4. sunshade construction: the sunshade is built about three meters below the steps of the main stage, with an area of 11 meters x15 meters. There is an entrance on the left.

5. Placement of tables and chairs: The whole sunshade is covered with a red carpet, and there are 111 chairs for guests to sit on.

6. Welcome area: There are four welcome staff in the sunshade to guide the guests' seats and distribute mineral water.

7. Arch door: An arch door with a width of 15 meters is set on the left side of Zhongnan International Plaza. (Advertising language reference):

Advertising lead:

A Celebrate the grand opening of Hangzhou X Liquor Co., Ltd.

Note: See the graphic effect icon for the placement position.

8. Two balloons: two hanging "Celebrate the Grand Opening of Hangzhou X Wine Company"

9. Guiding signs: at the entrance of the 4th Bridge, one guiding sign is set at the entrance of the square.

11, colorful roadside flags (21 faces): set around the square to render the atmosphere

11, flower baskets (1.5-meter-high three-story flowers): words on the flower baskets: Congratulations to the grand opening of Hangzhou X Wine Co., Ltd. and congratulations to xxx Company

Flower baskets are placed on both sides of the stage.

12, corsage (21 for guests)

13, ribbon-cutting: leaders cut the ribbon together (Miss Etiquette takes the stage, for reference only. )

14. Hostess: Six hostesses, dressed in uniform red flags, stood at the designated place to welcome guests.

15. Layout of vehicle access indicator guide card, guest rest area, etc.:

Set up vehicle access and parking guide signs at a fixed position on the edge of the square, where vehicles are parked uniformly. Vehicles are parked under the guidance of security guards. Note: security guards should pay attention to the guidance of on-site parking.

16. process display stand: a meeting process display stand is set at the entrance of the guests, which mainly indicates the approximate time of the meeting and the orientation map of the guests' banquet.

17. Go through the relevant formalities of examination and approval

Go through the relevant formalities of examination and approval: communicate with the property management company for stage construction, and report to the Meteorological Bureau for approval.

18. Preparation of other materials:

1. Names of main VIP seats, flower trays, flower baskets, colored balls, ribbon cutting tools, etc.

2. Guidance signs, parking signs, sign-in signs, rest area signs and guidance signs.

3. Atmosphere renderings, stage, background frame, sound, colorful flags, tables and chairs;

4. Moderator, staff, etc.

5. Prepare for filing in case of rain.

2. Layout of guest tasting meeting (Geshan Pinyue venue)

1. Sign-in desk: the sign-in desk is located on the left of the entrance, with two tables and two staff members. Prepare two books of table cards (guest sign-in desk) and sign-in book, with several pens.

2. Welcome 6 guests and guide them to their seats.

3. The main stage of tasting meeting: located in the center of Geshan Hall, with a 4.5x3 background wall behind it. The stage is the stage of the hotel, and the podium is located on the right, with flowers.

4. projector: a projection screen is provided on the right side of the stage for PPT presentation.