in the face of fierce competition in the market, all kinds of promotional activities are filled with smoke and smoke, which fills every corner of economic life. Promotion has become one of the important marketing means for many enterprises to compete for customers. However, promotional activities are a double-edged sword. Some promotional activities can make the sales of manufacturers rise sharply, and the brands become a blockbuster and household name, becoming the leader in the industry. For example, Master Kong's "One more can" campaign for iced black tea makes it the first brand in the industry. The promotion activities carried out by some enterprises are not satisfactory, which is contrary to the original expectations of enterprises, not only wasting promotional resources, but also damaging the brand of enterprises and even losing customers. There are many factors that affect the effect of promotional activities, among which the execution of activities is the most critical. If a promotion plan lacks execution, it will be lost or even wiped out. So how to implement effective execution? First, the feasibility of the promotion plan is the premise of the effective implementation of the promotion execution. There is a story that a mouse family held a brainstorming meeting to deal with the predation of old cats. After a whole day's thinking, they finally came up with a plan that they thought was a complete solution, that is, to tie a jingle around the neck of the old cat. When the old cat preys, the rats can escape first through the jingle bell around the cat's neck. Just as they cheered for this, one of the family members suddenly said, who will put the jingle on the old cat? Everyone was speechless, and no one wanted to be a martyr. This fable profoundly shows that no matter how good an idea is, it is futile if it lacks feasibility. Therefore, as the planning department of an enterprise, we should adhere to the principle of "implementation first, creativity second". When planning the promotion plan, we should base ourselves on the front line of the market, especially communicate with the promotion executives in the front line of the market, and make a feasible plan, so that manufacturers can easily monitor and customers can easily participate. Two, in-depth communication, unified thinking is a powerful guarantee for the implementation of promotion. First of all, when many enterprises carry out promotion activities, the effect of the activities is greatly reduced because the executives do not fully understand the promotion plan and act rashly. Therefore, before the activity is launched, relevant personnel should be called to have in-depth communication and discussion on the activity plan, understand the essence of the activity plan, fully understand the implementation rules such as the way, time, promotional products, division of labor, target groups, expenses and regions of the activity, and ensure that the promotion plan can be fully implemented. Secondly, enterprise promotion is a basic marketing work, with complicated procedures and numerous links, which requires a lot of manpower, material resources and financial resources, and is easy to cause resentment and escape from the front-line executives in the market. Even some front-line executives rely on the so-called high mountain and the emperor is far away, and they will not be subject to the "decree" of the head office's promotion. In the process of promotion implementation, they act as Mr. Dong Guo, and make up for it. When the activities are implemented, the headquarters should actively communicate with the executives, briefly describe the importance of the promotion activities, unify the thoughts, understanding and direction of the executives, and urge the front line of the market to actively implement the promotion plan of the head office to ensure the effective implementation of the promotion activities. Three, supervision and management is an important measure to ensure the effective implementation of promotion. As the saying goes, Fiona Fang can't be made without rules. In an organization, if there is no driving force of supervision and management mechanism, many organizational behaviors may deviate from the direction and do the opposite, which is a crime in a sense. There are many promotion markets, and the front-line executives in the market are far away from the headquarters. If there are no effective promotion supervision and restraint measures, some executives may turn a deaf ear to the promotion plan of the headquarters, which may lead to improper implementation of activities and serious waste of promotion expenses. Therefore, enterprises should formulate perfect promotion management measures, set up a promotion inspection team, track and monitor in place, reward diligence and punish laziness, and use the catfish effect to activate the potential and enthusiasm of the promotion team. Fourth, performance appraisal is an effective mechanism to realize the execution of promotion. Performance appraisal is the specific requirement of promotion implementation objectives and the criterion of reward and punishment for promotion implementation. The formulation of performance standards should be scientific and feasible, and qualitative and quantitative assessment should be combined. The specific assessment contents are as follows: 1. On-site performance of promotion: the coverage rate of promotion outlets, the promotion atmosphere at the point of sale, such as vivid publicity and the display performance of promotional products. 2. Promotion effect assessment: the contribution rate to product sales, the effective promotion degree to the brand, the reaction degree of competitors, etc. 3. Promotion expense management: promotion expense, unit promotion cost, expense structure proportion of different promotion subjects, etc. 4. Promotional material management: the management process and system of promotional materials receiving and dispatching, the contribution ratio of promotional materials to the effect of activities, the use of promotional expenses, etc. 5. Promotion customer management: promote the customer relationship at the point of sale, strive for customers' support for promotion activities, and prevent customers from intercepting the promotion resources at will. 6. Promotion personnel management: define the job responsibilities of promotion personnel, formulate business assessment standards, track and supervise business, etc. The promotion performance appraisal should regularly carry out the effect evaluation, constantly sum up the achievements and shortcomings of each promotion schedule, and make corresponding adjustments according to the changes in the market. Five, enough to build a promotion information exchange platform, is a necessary condition to promote the smooth implementation of the promotion. Draw up the promotion report and information feedback process, build a smooth promotion information exchange platform through communication, network and other technologies, keep the communication with the front line of the market, and ensure the smooth promotion orders. The headquarters set up a promotion information analysis team to collect, summarize and analyze the promotion information, so as to fully and quickly understand the market reaction, the use of expenses, the investment of promotional materials, the market reaction of competitors and other effective information in each period of the market. Monitor the marketing promotion in time to promote the smooth progress of the activities. Promotion plan and execution are like the relationship between soul and body. Without body (or incomplete body), the soul will be unable to speak, act and express its meaning of existence. Therefore, when making promotion plans, enterprises must strengthen the execution of promotion, take effective measures, integrate promotion resources and promote the effective implementation of promotion activities.