In order to ensure the smooth and successful implementation of activities, often need to be carried out in advance to develop the work of the activity program, the activity program is in fact for the activities of the factors related to the development of a written plan. How do we go to write the activity program? Here is my organization of milk tea opening activities marketing plan, welcome to read and collect.
Milk tea opening event marketing plan Part 1Activity Name:
XXX milk tea store opening event Time:
May 10, 11, 12, 20xx (tentative) Activity Location:
Bajiyi Road and Guangbaji Road Interchange Activity Objects:
The main 15-25 years old young people market students will be the main customer group activity purpose:
Attract traffic, increase the number of customer orders, increase turnover, accumulate a lot of popularity, a shot in the dark.
Overview:
The opening promotion is the most important of all promotional activities, because it is only once, and it is the first contact with the potential customer, the customer's impression of the store's goods, prices and services, etc., will affect whether they will come back later. Utilizing repeated area-intensive promotions that go deep into the business policy, merchandise, and quality service, be sure to make customers aware of the new store's existence.
Activities:
Store opening promotions
I. Use the renovation to build momentum for the opening
Create a sense of anticipation and curiosity among customers to build momentum for the upcoming opening. Do a conspicuous large spray paint, a temporary advertisement, the content of the upcoming opening of the Daimouji milk tea store image publicity. Or pull a banner, which reads: XXX milk tea store opening in how many days, resulting in a sense of anticipation and curiosity of customers coming and going, for the upcoming opening momentum.
Second, by the weekend for the opening of momentum
To meet the customer's herd mentality, Friday and Saturday is the best time to open, the two days of the week is the most consumer demand for two days, but also the time of the most traffic, the customer has a herd mentality, like the lively crowd place. Third, borrowed leaflets for the opening momentum
To preferential promotional programs to attract customers into the store, XXX milk tea activities leaflet content contains: the opening of the payoff measures, into the store gift, points points card, store address, contact number. Two leaflet dispensers dressed in uniforms, phi banners, phi banners printed on the store name, in the neighborhood of heavy traffic in the streets or campuses in front of the distribution of leaflets, the language: the opening of the new store has a good gift to give away, please come to the store to taste. Fourth, borrow promotions for the opening momentum (optional)
1, the opening day of the whole field of milk tea 20% discount, the opening of the three-day special time period buy one get one free (9:00-10:00, 12:00-13:00, 17:00-18:00)
2, the opening day of the store where the purchase of milk tea customers to shoot the name of the store, store decoration, leaflets and share them with their friends can get a small gift. friends can get a small gift. (A person only one, leave your name and cell phone number)
3, the opening day of the store where the purchase of milk tea more than 10 yuan customers can send a free point of praise integral card, and then consume a point of praise, set up a total of ten praise can be free to send a cup of milk tea. 4, the opening day where the store to buy milk tea customers can free scratch music once, scratch music content: offset consumption of 0.5 yuan, offset consumption of 1 yuan. (Maximum offset consumption of 1 yuan, one time only use a)
Fifth, borrow the atmosphere for the opening momentum
1, the store hanging POP, posters, product pictures, the door or store to arrange for a trial drinking table and utensils, the door sent a single member of the leaflet distribution.
2, the opening day to play dynamic music, the host publicizes the opening day of the promotional activities, and selected an auspicious time for the ribbon-cutting;
3, the store entrance with white and purple balloon arch decorations, the store on both sides of the door placed in the opening flower basket.
Activity Expected Results:
On the opening day, to give consumers a good gift and expand the influence of the opening, the turnover can directly break through 2000 yuan. Later, with the brand influence brought by the opening promotional activities, the performance can be stabilized in a considerable amount.
The materials required on the day of the event: balloons, arches, opening baskets, red satin, sound, microphone, hosts, gifts, points of praise integral card, pi banner.
Milk tea opening activities marketing plan Part 2In order to allow consumers to understand the store products, hit the popularity, through a series of promotional and promotional methods to attract customers into the store to consume, and at the same time to stimulate the interest of potential customers, to expand market share, increase market share.
1, the initial launch of the store for free membership card and free tasting activities
(1) the purpose of the activity: let customers taste the juice, quickly enhance the visibility; let the customer benefit from the store, quickly enhance the reputation; let the customer remember the store, the next visit, and quickly enhance sales performance.
(2) the best time for: three days before the opening
(3) information promotion channels:
① in the store door hung out a banner: "The store is newly opened, three days before the opening of the launch of the free trial activities, and the first 50 customers a day can enjoy free membership card.
② leaflets
③ network advertising
(4) content: in the first three days before the opening, the first 50 customers a day can enjoy free membership card, this card can be used for points, a cup of 10 points, accumulated to 100 points of the store can be given a cup of limited freshly squeezed juice or can be converted into a small gift according to the number of points. Free tasting cups for the standard 50ml small glass cups, for membership cards can be tasted for free, and can be incidentally introduced to customers of other products in the store, to increase the degree of customer understanding of the product. At the same time also through word of mouth, expanding product awareness.
2, the distribution of leaflets
(1) the best time for: a week before the opening of the store
(2) location: the nearby high traffic places
(3) the way: the peak hours of work, the school entrance
(4) leaflet design: the overall principle of the distinctive, the contents and
3, paste the poster
(1) Theme: fresh, refreshing, healthy
(2) paste the location: pick the place where the flow of people to paste, such as near the school, near the supermarket.
4, network marketing
Through microblogging microblogging, or with the help of WeChat marketing tools.
Milk tea opening activities marketing plan Part 3A, business strategy
(1) raw materials, raw materials, strict quality control, selecting the original natural resources, to ensure that the taste of the authentic and authentic; to grasp the appropriate ratio of milk, tea, water, it is the solution to the selection of materials and ratios than the problem
(2) Wide coverage of commodity types: pearl milk tea flavors are diverse, there are coconut milk tea, strawberry milk tea, taro milk tea, green apple milk tea, oolong milk tea, matcha milk tea, mandarin ducks milk tea, lemon milk tea, and many other series, catering to the tastes of everyone, widely popular. In addition, in addition to milk tea, there are also fruit juice sales.
(3) market positioning of good value for money, ready to buy milk tea drinks.
(4) Price in the price strategy, the product price is lower than or equal to the price of peers, in a passive state, pricing closely follow the industry.
(5) channel more than the use of franchise channel way. And the milk tea store to join has been the way to chain operation. The main channel model is: the head office - franchise - consumers.
(6) consumers close to the target consumer groups. Because most of the target consumers of the milk tea store are college students, so its stores are mostly distributed in the vicinity of major colleges and universities, the use of close contact between the colleges and universities, word of mouth and continue to win more popularity.
Marketing mix strategy
Product strategy: located in the fashionable healthy leisure drinks.
Price strategy: Combine the competitors' pricing and the production cost of their own products to set the appropriate price.
Distribution strategy: store sales.
Promotion strategy: according to the specific sales and festivals to take the appropriate promotional activities.
Second, the promotional strategy:
Improve promotional efforts to strengthen the link between the target customers and the business. Milk tea store should grasp
live in the milk tea market space is wider, profitable and good opportunity to rapidly expand the range of services, enhance market share, from small to large, and ultimately firmly occupy the school milk tea market, in order to achieve this goal and the design of the program of action is:
1, make every effort to improve the quality of service, improve the attitude of service.
2, constantly strengthen the publicity of the students, enhance the customer loyalty of students to the milk tea store.
3, continuous innovation, improve and increase the variety of milk tea, to adapt to the needs of the majority of students.
4, Hai Nai Chuan, in the store to set up an opinion book, students have comments or suggestions can be directly put forward or written.
5, the timely launch of promotional strategies.
(1) promotional information publicized, networked. College students are the target customers of the milk tea store, for young people often online habits, the use of information network technology, the establishment of information communication platforms for colleges and universities, on this platform to provide a forum area for students to put forward their views and suggestions for the enterprise's products and services, and timely issuance of the latest promotional information in the network platform.
(2) personnel promotion. If necessary, you can distribute promotional flyers to the neighborhood of each university, which is the most direct means of publicity.
(3) Improve the loyalty of key consumers and focus on cultivating consumer satisfaction. Establishment of franchises, the implementation of points promotions. Points promotions generally set the value of general 'prizes, consumers through multiple purchases or multiple participation in an activity to increase the points to obtain prizes or accumulate to a certain point can get a cup of milk tea;
(4) to provide commercial sponsorship. More involved in school sponsorship of large-scale activities to develop the main target market of the beverage market, to improve the visibility of the target market. For example, sponsoring a school sports meeting, sponsoring a public relations speech contest, etc.;
(5) Discounts. Regularly give customers some discounts, so that the consumer's desire to buy can be maximized. Such as: May Day, November Golden Week when to give some price discounts;
(6) advertising promotions
A. Newspapers, campus magazines. Place advertisements in each school's weekly newspaper and each school magazine. Advantages of informative, portable, easy to save, high reading rate, it introduces the focus on "mass" - so that readers read and learn something.
B. Leaflets. In the schools, roadside leaflets issued to increase brand awareness.
C. When offering commercial sponsorships, include the name of the store on the banner.
D. Shop on the addition of Xuan small cups of free tasting milk tea, which allows students to facilitate the drinking and tasting, to understand the taste, but also allows students to leave a good impression, so that in the flow of publicity role, play the role of indirect promotions, can be said to kill two birds with one stone.
1, milk tea store membership :
General milk tea store opening store have activities, such as consumption of how many yuan can be given a membership card, the next store to come back to spend can be offset. There is also a month or a few days a week to set up a membership day, so better stimulate consumers, expanding the consumer population.
2, milk tea store holidays:
Valentine's Day in a year, holidays such as these holidays has been the peak period of milk tea store, we can launch milk tea promotions to attract the attention of consumers, want to "half-price milk tea, buy one get one free," and other activities. The activities, I believe that consumers will not turn a blind eye to be able to stop this kind of food temptation it.
3, milk tea store points card:
In the customer to buy a single time we can give the appropriate points card business card, with the customer said a cup of milk tea points is how many points, cumulative full of how many points can be changed milk tea, this activity is very good efficiency of repeat customers.
New milk tea store how to engage in promotional activities? These are some of the strategies of promotional activities, of course, in order to gather popularity, from time to time to come up with fresh ideas to attract customers' eyes, to add popularity to the store.
4, newspaper clip
The use of newspaper clip leaflet advertising is different from newspaper and television advertising, its advertisers are mostly retailers, and can be focused on the target range of the store in the business circle.
5. Newsletters
Newsletters are different from other advertisements in that they are free of advertising fees. The so-called "in principle" is because some weekly magazines, magazines to take charges or with charges for advertising, therefore, not necessarily all news articles are free.
6, POP advertising
POP advertising (storefront advertising), including outdoor POP, such as signs, sample windows, and indoor POP, such as menus placed on the table and on the wall. Outdoor POP can not be produced by yourself, but indoor POP can be creative.
Outdoor POP
These are the most popular types of POP.
7, staff uniforms
Milk tea stores can customize uniform clothing, printed on the name of the milk tea store, when the staff to and from work, the search for takeout, you can achieve the effect of free advertising.
8, takeaway promotions
All milk tea store owners know to do takeaway promotions, takeaway in the country is mainly McDonald's, KFC and Pizza Hut international fast food giants, ZhenGongFu and other Chinese fast-food brands, the bottom of the sea, such as traditional Chinese food, and even a number of the traditional milk tea industry with the combination of a new period of e-commerce The company's website is a professional takeaway site.
Whether it is dine-in or take-out, the customer's milk tea consumption demand will not be detached from the "hygiene and delicious, fast and convenient, business meals" three main lines. Only the takeaway business due to the physical space in the store atmosphere meal delivery speed and staff service time and other aspects of its special requirements and milk tea store to put forward higher requirements.
9, group purchase promotions
In recent years, the group purchase of milk tea with its gorgeous recipes, ultra-low discounts, convenient way to buy, in the city of white-collar workers in the rapid rise. Following the commodities hit the scale of online shopping, the region is very strong milk tea service borrowed group-buying network hitched a ride on the network express train. Common group-buying sites are Lashou.com, Nuomi.com and so on. In the group-buying site for promotions, generally used are discount coupons, customers can buy coupons to the store consumption.
In the group-buying website, you can introduce the main situation of the milk tea store, such as specific so far, how to get there, attached to the introduction of the milk tea store, the introduction of the signature single product, coupon use period and so on.
Milk tea opening activities marketing plan Part 5
"Open door" is particularly important for a new store! A successful opening activities, will greatly shorten the market introduction of a new brand cycle, for expanding brand awareness, enhance market share, etc., has a very important role in promoting.
Milk tea market analysis:
1, the milk tea market capacity is very large, but the current market competition shows a more and more intense trend;
2, the price of milk tea is still the main factor affecting the sales, but not the determining factor;
3, consumer recognition of the brand is getting higher and higher, such as coco, a little bit;
4, Although milk tea stores have focused on the improvement of the image of the store, but the lack of internal brand culture;
5, a single means of marketing, too dependent on third-party sales platforms;
6, community and fan building serious disconnect, resulting in consumers' brand loyalty is not high.
xx Milk Tea, a milk tea store that focuses on the concept of horoscope.
Product positioning: 12-25 yuan mid-range price for the main product categories: milk tea + coffee (later increase)
Target group: the surrounding office buildings and community consumers (since the office building office workers as the main target object, it is recommended to put some fashion magazines and books in the store, the milk tea store will become the ideal place for them to go in their leisure time. (For example: our company is located in the office building on the 17th floor there is a cafe, because of the elegant environment, rich culture, often become our best choice for leisure and business negotiations)
To achieve a stunning effect in the opening activities in late April, we must implement the preparatory work in several ways: Phase I: pre-propaganda (about 10 days before the opening)
1, Formation of "xx milk tea" WeChat group. The first part of the office building to know people into the group, and then use the red envelope rain or other forms of expanding the size of the WeChat group, and strive to reach 300 + before the opening. Before opening, use the group to hype the opening information.
2, pre-deposit 20 yuan, send the value of 198 yuan 55 degrees cup, and then send 20 yuan cash coupons (we have just helped a milk tea store to do
similar promotion, the effect is very good. 55 degrees cup Taobao price of 198 yuan, Alibaba price of more than 7 yuan, pre-deposit breakthrough 180 people).
3, forward the circle of friends, send a beautiful gift.
The second stage: activity publicity (2-5 days before opening)
1, material publicity. The opening information and store QR code printed on the mouse pad, sent to office workers in the office building.
2, WeChat publicity. Through the WeChat group of enterprises residing in the office building, owners of WeChat group, etc. for the release of information on the event / circle of friends release.
3, 1 yuan to grab milk tea. In advance of the WeChat group for the opening campaign, such as in the WeChat group sent 100 red packets, grab the red packets of people can go to the store to buy 1 yuan of milk tea (of course, the preliminary to the group for the campaign, the red packets are best in the morning of the opening day to send, the timeliness of the strong some).
Phase III: opening activities (during the opening)
Preferential rules 1: 29 yuan value card
(1) 4 cups of designated tea
(2) to send 29 yuan worth of exquisite gifts
(3) can participate in the consumption of points (see the store announcement)
Preferential rules 2: the second half-price or 1 yuan
Preferential rules 3: Scanning attention to the two-dimensional code, send 5 yuan coupon (next time you can use)
Activity details according to peer dynamics and local consumption characteristics, targeted development, without further elaboration.
The fourth stage: fan interaction
Regularly held some interactive activities, such as the 10th of each month of the Member Day, WeChat prize quiz, etc., in order to promote a strong relationship with the fans.