Second, the purpose of the activity:
1. By planning the overall promotion, we will further publicize the corporate image, enhance corporate visibility and credibility, and lay the foundation for Renren Music to take root in Northwest China and expand its influence.
2. Through entertainment and diversified promotion, we will stabilize the fixed consumer groups in the community, attract consumers around the business circle and trigger the purchase of potential consumer groups.
3. Through a series of celebrations, we can more effectively deepen the emotional communication with the people in the community and publicize that everyone enjoys low-cost and high-quality services.
4. Take the anniversary as an opportunity and take the market as the guide to promote the brand promotion of Renren Music.
Three. Target audience: customers and employees
Fourth, the campaign slogan:
1. Warmly congratulate everyone on the first anniversary of Xi 'an Shopping Plaza.
2. Get together, have fun and celebrate the first anniversary of * * *
Everyone is very happy. Thank people in the community for their support and care.
We will, as always, create a more brilliant tomorrow.
5. Care starts from dribs and drabs, and the service is perfect.
6. We are making progress every day and every year.
7, ten thousand kinds of fine products, value for money.
8. Everyone around you is happy, and you are happy in everyone's heart.
9. Celebrate the Double Festival, and everyone's fun will give you many surprises.
10, Christmas Eve, madness and surprise.
Verb (abbreviation of verb) activity arrangement
1 & gt； Offsite layout
Entrance 1. 2M .4M billboards to publicize the contents of celebrations and Christmas activities.
A thermal transfer banner 5 is hung above the elevators on the first, second and third floors. 5M*90M, off-site 90CM*7M banner, content: advertising language.
On both sides of the gate, flower arrangement art is used to make everyone happy, which further expands the VI effect.
The inside of the gate is also the art of flower arrangement, with creative fonts and active atmosphere. Content: I am one year old. 12 balloon * 10 day * * 840 yuan * 10 day, the cost is 8400 yuan.
2> Interior layout (cost: 3,000 yuan)
At the entrance, two waitresses from the management department were given ribbons with the words "The First Anniversary of Everyone's Music Store".
The hall is centered on the flower ball and extends around with warm cloth.
Christmas tree and Santa Claus are arranged at the entrance, and the trees in the survey area are covered with colorful star lights, Christmas gifts, colored balls and so on. The glass is painted with Santa Claus, sprayed with snowflakes, and decorated with snowflakes and candles. Replace the national flag, design creative patterns, decorate the main passage with lanterns with the theme of store celebration and Christmas, and set off the atmosphere with red cloth.
On the second floor, the elevators on the first floor are decorated with cloth in waves.
Other areas have been specially adjusted and standardized, giving people a brand-new feeling.
Sixth, the way of publicity:
1, media promotion;
Select Xi 'an 1 with ratings in Xi 'an, and insert 15 second commercial in prime time, which will be broadcast three times a day in three time periods. (* * * broadcast 10 day) fee: 24,000 yuan.
extreme
One,
The planning purpose of the first anniversary celebration
The purpose of anniversary celebration is to increase brand influence and enhance popularity and reputation;
Enhance image and increase competitiveness;
Enhance employees' corporate loyalty and centripetal force;
Improve the service consciousness and work enthusiasm of all employees;
Show the cultural background and further enhance the corporate culture;
Increase sales and profits;
Lay a good foundation for future development.
Second, the first anniversary celebration planning time
From XX, XX to XX, XX, XX, * * is 10 days.
Third, the first anniversary celebration planning location: XXXX
Four. Participants in the planning of the first anniversary celebration: all staff, new and old customers.
5. Planning theme of the first anniversary celebration: enhance customer satisfaction, enhance employee cohesion and expand brand influence.
Content of intransitive verb celebration
I) external customer activities
1, discount promotion
1) launch a special dish every day, and don't repeat the sample every day.
2) Add some dishes according to the customer's order. If the current consumption is over 100 yuan, add 2 cold dishes;
Full of 200 yuan plus 4 plates of cold dishes;
3) Discount, which is a magic weapon to rapidly increase sales. It is suggested to appropriately discount to stimulate consumption.
Step 2 give gifts
There are plans to distribute souvenirs and small gifts for the first anniversary celebration to enhance the sense of closeness with guests and expand publicity. The unified printing of some commemorative souvenirs requires compactness, practicality, beauty and generosity, such as signature pens, balloons, lighters and hats. , according to the table for distribution.
3. Lottery activity-"Taste delicious food, win the grand prize and visit Guangzhou"
Customers who spend more than 150 yuan on the day of the celebration from X to X can participate. Each store has two first prizes to reward "Guangzhou One-Day Tour", which is organized in a unified way, and the accommodation and transportation of the winning customers are completely free;
Second prize 1 1, prize shop * package 1, cash 100 yuan;
Third prize 100, prize shop * package 1, cash 5 yuan.
2) Internal employee activities
1, service event
Each store held a mobilization meeting;
Hold a "service contest" among waiters, set up a special page in the lobby, select "service stars of the day" every day, and give material rewards;
2. Internal essay-"My Choice-XXX"
Requirements:
1) The theme revolves around what happened in Weishan Lake, which can be work experience, feelings, opinions, messages, etc.
2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.
3) The deadline is X month X day. I hope all the staff will contribute actively.
The first prize 1 was awarded in this essay activity, and the prize was 200 yuan;
2 second prizes, bonus 100 yuan;
Five third prizes, 50 yuan. Focus on the exhibition.
Seven. Promotion of celebration activities
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make our own market positioning and target customer orientation reasonably, and choose the media to place advertisements reasonably. We should not pursue coverage unilaterally, resulting in the waste of advertising.
1) External advertising promotion
1. Advertise outdoors in places where people are concentrated, such as railway stations and bus stops.
2, newspaper XXX, local TV stations should also carry out publicity.
3. Distribute leaflets.
4. Online promotion (electronic coupons, etc. ).
2) Internal product promotion
1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.
2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food;
The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious;
In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.
Mid-Autumn Festival is a good time for nourishing, so it is suggested to introduce nutritious and nourishing high-grade dishes.
3) Publicity of corporate culture
1. Take the first anniversary celebration as an opportunity to promote corporate culture to consumers and enhance their influence among target consumers. During the celebration, a large-scale publicity board was set up, and spiritual slogans, landscape pictures, hot pot production process, picture materials, employee messages and so on were posted. Let customers take "eating" as a kind of enjoyment and forget to come back.
2. Atmosphere, including lighting, sound, posters, POP, etc.
Eight, the first anniversary of the website layout
1。 Site layout condition preparation
Hydrogen balloons, banners, mascots, large posters, leaflets, display boards, POP (various posters), hostesses, souvenirs, etc.
2。 Out-of-store live effect
Hydrogen balloons are flying banners in the air;
The mascot waves to you warmly;
Outside the building, display big banners to remind people of "XX anniversary celebration" and preferential items, as well as banners to congratulate suppliers;
Set up a high-precision ink-jet shop celebration signboard at the entrance;
Miss etiquette issues first anniversary souvenirs;
The whole show a jubilant atmosphere. Create a simple and tasteful holiday atmosphere, and consumers will be attracted by this atmosphere as soon as they pass by the door.
3。 In-store live effect
The waiter is neatly dressed, smiling and enthusiastic;
The front desk service is meticulous and patient;
Ground light can be used as a guide;
The tables and chairs are spotless;
All kinds of publicity materials are very nice;
The lights are bright and soft;
Music is like high mountains and flowing water;
Green bonsai is pleasing to the eye;
Customers can enjoy first-class service and all-round sensory enjoyment of sight, hearing, touch and smell from the moment they enter the store. After eating, you can also participate in the lucky draw and send souvenirs.
Nine. cost budgeting
1, hydrogen balloon 1500 yuan.
2. souvenir 1000 yuan
3. Banner 200 yuan
4, promotional materials poster 500 yuan
5. A one-day trip to Guangzhou costs 2200 yuan.
6. Internal competition 1650 yuan
7. Advertising fee 10000 yuan.
8. Total 17050 yuan.
X. effect analysis
1, publicity, five-store joint celebration, huge momentum, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.
2. The appearance inside and outside the store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers.
3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.
4. Increase turnover through sales promotion.
This activity is large in scale and relatively low in cost, which can achieve twice the result with half the effort and form a big sensation effect.
Tisso
Subject: Proud China, welcome to the Olympic Games, please leave.
2. Time: August 2nd (Saturday) August 3rd (Sunday)
3. Location: xx Department Store, xx City
Four. Organizer: xx Personal Care Store, xx Department Store, xx City, co-organized.
Verb (abbreviation of verb) Co-organizer: Other merchants and manufacturers interested in participating in the promotion activities of xx department store in xx city.
Marketing mode: joint marketing, horizontal alliance, * * * to create a * * * win-win situation.
Seven. Objective: To attract people, enrich square activities, promote sales, create a win-win situation, and enhance the local popularity of other businesses such as xx Department Store and xx Square.
8. Promotion ideas: make leaflets in advance, distribute them in business circles or newspapers, let customers know about the activities, create an activity atmosphere, create momentum in advance, attract customers through large-scale cultural activities, publicize the products and brands of enterprises, organize promotion desks at roadshows, organize large-scale promotion activities and products in advance, benefit customers, provide pleasing cultural feasts and preferential feasts, and create a cool summer.
Nine, the way of cooperation:
Xx department store: provide coordination of venue, power supply and other related matters, assist in setting up the stage, create relevant atmosphere, and maintain the safety of publicity materials (such as arches, lampposts, billboards, etc.). ), maintain order at the scene, communicate with other businesses, and invite more businesses to participate in activities.
Xx workshop: organize the planning and implementation of activities, set up a stage and invite artists.
Other businesses: provide off-site promotion activities, share a small part of advertising expenses, and actively cooperate with the arrangement of activities. Each merchant provides 500 yuan/store /2 days.
X. Promotion activities in the member area:
1), 88 yuan buys a free membership card and sends a shopping voucher to 20 yuan.
During the event, if you buy xx products in the store or at the event site in 88 yuan, you can apply for a membership card for free and return to 20 yuan.
One yuan shopping voucher, each person is limited to one.
2), members send.
To celebrate the anniversary of Store xx 1, you can get a free gift from 30 yuan (a birthday cake from 20 yuan and a shopping voucher) in Store xx with your membership card. Old members can introduce new members to apply for free membership cards, and both new and old members can give away 2 stickers worth 24 yuan while stocks last.
Headquarters provides: 400 face stickers.
3), members buy and send.
Members can buy a 380 yuan coffee pot with a value of over 598 yuan at one time, limited to 3 people (first come, first served, except special purchase).
Member B, one-time shopping over 398 yuan, a set of 280 yuan silk pajamas is limited to 5 people (first come, first served, except special items).
Member C, with a one-time purchase of over 65,438+020 yuan, send 59 yuan (D-0265,438+08) one 200G aromatherapy foot grinder (limited to 50 pieces).
Member D, after shopping all over 60 yuan at one time, presented 36 yuan Hejiang Activation Hand Cream 1 piece (limited to 200 pieces). Promotional activities:
1), anniversary, come and send it.
Content: During the activity, anyone who comes to the activity site or spends money in the store can send an extra exquisite gift, and each person is limited to one, limited to the top 300, and the number is limited every day, while stocks last: send 2-3 bags of sample clothes, which can be distributed on the stage through the clerk or actor. Gifts: provide 100 face stickers worth 12 yuan/piece.
Provide 600 packages of He Baihua Peak Honey Smooth Hair Care Honey.
Cost:
2) anniversary, return it when it is full, and then send it back.
Time: estimated (about 10 days)
Content: In order to celebrate the anniversary of 1, we thank our customers for their long-term support to the nursing shop in xx Plaza, and grandly launch the "Return when Full" preferential activity:
A, after shopping in 80 yuan, return to 20 yuan as a shopping voucher, send 35 ml of Orange Blossom Moisturizing Water (H-00 18) B to Shopping Man 160 yuan, return to 40 yuan as a shopping voucher, send 80g of Hejiang Revitalizing Hand Cream (H-0054)C from 36 yuan to 220 yuan, return to 80 yuan as a shopping voucher, and send 59 yuan as a fragrance.
D When shopping in 300 yuan, return 120 yuan as a shopping voucher, when shopping in 68 yuan, send an e aloe cream to 380 yuan, return 160 yuan as a shopping voucher, and send a 500ML rose bubble bath (H-02 18) to 83 yuan. Operation:
(1). You can only use 1 coupon every time you shop in 60 yuan or above, and you can use 2 coupons above 120 yuan, and so on, with a maximum of 5 coupons.
(2) Customers can enjoy preferential activities with sales receipts. (A|, B |) The company will send 100 copies of each commodity. (C, D, E) Send 50 copies; 3) anniversary, you will get a prize if you buy it.
Time: (2 days only)
Content: Any one-time shopping in 48 yuan and above can participate in the lucky draw, 96 yuan and above twice, and so on, up to five times.
Everyone has a chance to win the prize. There are many prizes and opportunities. Don't miss it.
First prize: 1 person refrigerator (4 liters).
Second prize: a set of expensive tableware for 3 people.
Third prize: 60ml50 tablets of 78 yuan Hemei Sunscreen Modified Milk.
Fourth prize: 59 yuan aromatherapy foot scrub with a value of 200G(D-02 18) 100.
Memorial Award: Gift (Shea butter wrapped in spring)