1. Create income scale on the basis of community activities and enhance the attractiveness of the store;

2. Attract more consumers into the store and try to impress customers who patronize for the first time;

3. There should be continuous promotion activities to make customers feel fresh;

4. Promotional activities should make customers feel "affordable", and X will eventually improve the reputation of our store;

5. The planning scheme of this project should be easy to operate and implement, and have controllable risks.

Second, the purpose of the activity

1, attract pedestrians to wait and see through promotional activities, form word-of-mouth publicity, and achieve the effect of communication;

2. Attract consumers into the store through activities, and strive to promote the purchase of consumers who patronize the store for the first time.

Third, target customers.

15–25-year-old young people are the X vitality and X rich consumers of milk tea. They are more easily attracted by the taste of milk tea, so they are the main target group attracted by this activity.

Fourth, propaganda strategy.

1. Short-term advertisements such as large-scale outdoor advertisements or building advertisements should be hung on main community streets, and the opening time and surprise activities should be announced around 10 days before and after the event.

2. One week before the event:

① Distribute DM leaflets to residents in commercial concentrated areas, key blocks or residential quarters, mainly to convey the contents of surprise activities and stimulate consumers' desire to participate;

② Campus promotion

A. The school will inform you through posters, leaflets, etc. At the point of sale and in the aisles.

B, start the school student union, according to the different situation of each school, formulate publicity methods.

③ Internet bar promotion

Internet cafes use the protection of advertising desktops and screens to promote and launch nearby tea shops.

④ Promotion of large-scale stores: Large supermarkets will inform them on Saturday and Sunday through posters, leaflets and other ground means.

3. Three days before the event: Strengthen publicity, use local SMS platform or WeChat platform to release event information, strengthen the stimulation to passers-by, and do a good job in the warm-up of the official 11th event.

4. On the day of the event, a parade can be held in the main street nearby to attract the attention of pedestrians and release opening information and activities.

On the day of the event, the store will provide free tea and other quality services.

Verb (abbreviation of verb) promotion scheme setting

1, 1 1 offers a 20% discount on all milk tea, and a three-day special period (9: 00- 10: 00, 12: 00- 13: 00,/kloc)

2. Special milk tea drinks will be launched during the Eleventh Period, such as lovers' milk tea, warm winter milk tea and so on.

3. Buy one, get one free: On the opening day, all customers who spend all of 20 yuan in our store will receive a cup of our new classic Ai Yu milk tea, or a coupon with a limited time of 9.9.

4. One yuan to six yuan: every morning from 8: 00- 1 1: 00, all customers who come to our store can enjoy a cup of classic rose milk tea with the original price of six yuan for only one yuan, which is a great reward for opening.

5. Challenge the oversized cup: Bubble tea can finish the oversized cup of 10 yuan in X fast time, accurately report the number of pearls, give away a 20% discount VIP card (limited to 3 minutes) for free, take X fast time as the record-breaking standard, and give away a commemorative prize!

6. Customers who bought milk tea in the store during the 11th period can get a small gift by taking pictures of the store name, interior decoration and leaflets and sharing them with friends. (Only one copy per person, leave your name and mobile phone number)

7. During the 11th period, customers who buy milk tea for more than 10 yuan can get a credit card for free. After spending one credit card each time, they can get a cup of milk tea for free by collecting ten credits.

8. On the opening day, customers who enter the store to buy milk tea can shave once for free. The content of scratch music includes: offsetting consumption 0.5 yuan, offsetting consumption 1 yuan. (X high offset consumption 1 yuan, only one can be used at a time)

9. Cross-industry cooperation: Store name cards are reserved in surrounding hair salons and yoga studios, with 30% discount for internal employees, 20% discount for merchants ordering food on behalf of customers, and door-to-door delivery.

Sixth, online publicity.

1, promoted through Tik Tok, official WeChat account and promotional soft articles;

2. Invite media and short videos to promote network celebrities and network maintenance.

3. Strengthen Tik Tok grass planting marketing, WeChat group purchase fission marketing and little red book recommendation marketing to form a fast word-of-mouth fission propaganda chain.

Seven, stores choose marketing methods.

Each store can carry out its own marketing activities in combination with the above marketing methods:

(1) Zhenjiang Wuyue Plaza Branch

1. The combined beverage package is sold on the spot.

2. The adjacent catering queuing area will provide drinks regularly.

3. Time-limited coupons, LOGO fans and other small coupons are distributed in Golden State Cinema.

(2) X Wuyue Plaza Shop

1. Cross-industry cooperation in neighboring hot pot restaurants: if you set up a self-service card in the hot pot restaurant, you can enjoy a 20% discount on drinks with the cashier's receipt, and you can enjoy a 1 yuan standard cup of duck excrement fragrance when you actually spend more than 200 yuan. Customers with odd number 8 and tail number 8 can get one for free in ishare with the receipt.

2. During the low peak period, free drinks are distributed in shopping malls, and coupons such as buy one get one free and limited time 9.9 are randomly distributed.

(3) Yangzhou wuyue Square

1. Shop name cards and ordering code cards are reserved in the hairdressing salon and yoga studio on the third floor of the shopping mall, with 30% discount for internal employees and 20% discount for merchants ordering food on behalf of customers, and the store delivers it to your door.

2. Make small LOGO such as key chains and pendants in advance and distribute them at the entrance of preschool education center on the second floor of the shopping mall. On the same day, you can get a free discount at the ishare token store.

(4) Suzhou Mudu Oil Mill

1. Customers who take photos on site and send them to friends circle, Tik Tok and other platforms can enjoy the second cup at half price.

2. Those who like more than 30 can get a free iced tea, those who like more than 50 can get a standard cup, and those who like more than 60 can get a super cup.

3. Print praise cards and coupons and distribute them with takeaway products.

(5) Zhenjiang wanda plaza Store

1. Share the promotion expenses with the brother stores in the same city * * * and Tik Tok, and open the store synchronously with Xiaohongshu, bringing the old with the new and making up the new with the old.

2. The store has a private domain group maintenance post, and the online interactive organization records are cashed 1. The invitation is polite. 2. Red envelopes are for people. It is polite to guess.

Eight. Activity arrangement

1.Before September 27th, each store will determine the 11th marketing plan;

2. On September 28th, we made promotional materials and stopped tasting drinks, which is the advantage of shopping malls and stores-there are shopping malls and restaurants waiting in line. In the past, we distributed tasting drinks in the queuing area, scanned the code to add members, and the clerk sent them over;

3. The pre-holiday communication at the clerk level will warm up, which will help the mind, improve enthusiasm and improve the products ordered and sold in the store;

4. Business hours increased: Maanshan Golden Eagle Store, Hefei Jin Dadi Store 19 12 Store, Suzhou Guanqian Street Store, extended to 24 o'clock in the evening. Other stores are shopping malls and cannot be delayed.

5. Before the 11th National Day, the store will decorate and put up posters, which will be publicized together with Tik Tok.

6. Strengthen the maintenance of private groups during the activities, realize the old and new repurchase consumption of the elderly through activities such as inviting gifts, grabbing red envelopes and guessing gifts, and organize online interactive records to cash in.

7. Reduce distribution costs, increase distribution efforts, and let old customers place orders online to buy again.