I. Purpose of the activity: the current state of the market and the purpose of the activity is described. How is the current market situation? What is the purpose of this activity? Is to deal with inventory? Is to enhance sales? Is to combat competitors? Is it to launch new products? Or is it to enhance brand awareness and reputation? Only a clear purpose, in order to make the activities targeted.

Two, the object of the activity: the activity is aimed at the target market for everyone or a specific group? Activity control within the scope of how big? Who is the main target of the promotion? Who is the secondary target of the promotion? The correctness of these choices will directly affect the final effect of the promotion. (Supermarket object: June 1 (children)

Three, the theme of the event: in this part, the main is to solve two problems:

1, to determine the theme of the event

2, the theme of the packaging activities

Reduced prices? Price discounts? Giveaways? Sweepstakes? Gift certificates? Service promotion? Demo promotions? Consumer credit? Or other promotional tools? What kind of promotional tools and what kind of promotional theme to choose, taking into account the objectives of the campaign, the competitive conditions and environment and the cost of the promotion budget and allocation.

This part is the core part of the promotional program, should strive to innovate, so that the activities have shock and exclusivity.

Four, activity mode: this part of the main activities carried out in a specific way. There are two issues to focus on:

1, to determine the partner: is the manufacturer alone, or join forces with dealers? Or joint promotions with other manufacturers? And the government or the media to help leverage and momentum; and dealers or other manufacturers can integrate resources, reduce costs and risks.

2, to determine the degree of stimulation: to make the promotion successful, it is necessary to make the activities have the power to stimulate the target audience to participate. The higher the degree of stimulation, the greater the response to promote sales. But this stimulus also exists marginal effect. Therefore, it must be based on promotional practices to analyze and summarize, and combined with the objective market environment to determine the appropriate degree of stimulation and the corresponding cost of input.

V. Activity time and location: the time and place of promotional activities will be half the effort with half the effort, choose the wrong choice will be difficult to please. Try to let consumers have the time to participate in the free, in the location of the consumer convenience, and to communicate with the city management, industry and commerce departments beforehand. Not only is the timing and location of the promotional campaign important, but the duration of the campaign should also be analyzed in depth. Duration is too short will result in this time can not be achieved within the repeat purchase, a lot of benefits should be obtained can not be realized; duration is too long, and will cause the cost is too high and the market does not form the heat, and reduce the value of the customer's mind.

Sixth, advertising with the way: a successful promotional activities, the need for a full range of advertising. What kind of advertising creativity and presentation methods to choose? What kind of media hype? These all mean different audience arrival rate and cost investment. (Atmosphere creation)

Seven, pre-preparation: pre-preparation is divided into three blocks,

1, staffing arrangements

2, material preparation

3, the test program

In terms of staffing arrangements to "everyone has something to do, everything is managed", to be considered in all aspects clearly, otherwise it will be out of trouble in the battlefield. Otherwise, it will be out of trouble, lose sight of the other.

In terms of material preparation, to be detailed, large vehicles, as small as screws, should be listed, and then counted according to the single, to ensure that nothing is wrong, otherwise it will inevitably lead to the scene of the busy.

Particularly important is that, since the campaign program is determined on the basis of experience, it is necessary to carry out the necessary tests to determine whether the choice of promotional tools is correct, the level of stimulation is appropriate, and the existing avenues are ideal. The trials can be in the form of questioning consumers, filling out questionnaires or piloting the program in a specific area, etc.

Eight, medium-term operation: medium-term operation is mainly activity discipline and site control.

Discipline is a guarantee of combat effectiveness, is a prerequisite for the perfect implementation of the program, in the program should be involved in all aspects of the activities of the staff to make detailed provisions of discipline.

Site control is mainly to arrange the various links clearly, to do busy but not chaotic, organized.

At the same time, in the process of implementing the program, the promotional scope, intensity, amount and focus should be adjusted in a timely manner to maintain control of the promotional program.

Nine, the continuation of the later

The continuation of the later is mainly the issue of media publicity, the event will take what way in which media for follow-up publicity?

Ten, the cost of the budget: there is no interest in the meaning of existence. The cost of promotional activities should be budgeted for input and output. A good promotional activities, only a good idea is not enough.

XI, accident prevention: each activity may have some accidents. For example, consumer complaints, and even sudden changes in the weather lead to outdoor promotional activities can not continue and so on. Must be on the various possible accidents to make the necessary human, material and financial resources to prepare.

Twelve, the effect of the prediction: predict what effect the campaign will achieve, in order to facilitate the end of the campaign and the actual situation for comparison, from the degree of stimulation, promotional timing, promotional media and other aspects of the summary of success and failure points.

The above twelve parts is a framework for promotional activities, in practice, should be boldly imagined, careful evidence, analysis and comparison and optimization of combinations to achieve the best benefits.

With a persuasive and operational activity program, you can make the company to support your program, but also to ensure that the program is perfectly implemented, so that the promotional activities to play the effect of four or two to a thousand gold.