Bai Fuchuan? Case study on opening planning of Tai 'an Second Store
Activity Description: The opening activity plan (September 28th-June 28th, 2009 10) * * includes the cutting ceremony in the morning of the opening day, the large-scale new product launch conference in the evening and the National Day (June 28th-June 8th, 2009 10). By choosing high-audience advertising media channels, opening ceremony, public relations activities and other forms, Baifuchuan has expanded the Tai 'an market in a high-profile way from the beginning of its opening and strengthened its brand image with high quality and high standards in the hearts of the general public. And constantly refresh sales!
Theme of the event: Xin Li gives back to the guests-Lenovo computer gives it to you.
Venue: Bai Fuchuan Tai 'an No.2 Store (1st floor, East Asia Furniture City, No.2 Longtan Road, Tai 'an-diagonally opposite to the railway station)
Activity time: September 28th, 2009-65438+100 on October 28th.
Activity preparation time: divided into two stages: the first stage: September 20091May-27 (opening, National Day); The second stage: June, 2009 10, June 10-27 (Lunar New Year celebration).
Activity mode:
One: brand promotion:
1: Discuss site selection, storefront design (floor plan, construction drawing and renderings), storefront decoration and related matters.
2. Prepare and promote promotional items and opening products.
3. Baifuchuan brand expanded the Taian market in an all-round way, spread the brand through public relations activities, mass media and other channels, quickly established the brand image, and caused the whole city to speak out.
4. Warm-up: Arrange the items listed in the following table before September 23rd.
Time project execution instructions
From September 24 to September 28, the float tour was opened, and exquisite floats were made, and theme scenes such as "romantic love sea" and "praying for love" were arranged, and models were arranged to stand and sit on the float; Play it repeatedly with enthusiastic music, publicity broadcasts, etc. ;
From September 26th to June 4th 10, with the theme of "cutting corners to grab gold", you can set up a corner in newspapers and DM bills one week before opening, and you can come to the store to exchange 200 yuan cash coupons from September 26th to June 4th 10.
Ceremony flow on the morning of the opening day
Real-time active content
From 8: 30 to 9: 00, the personnel are in place and all the work is finally confirmed.
From 9: 00 to 9: 30, bands and drums began to gather popularity.
Opening dance
9:30-9:40: The host took the stage to start the opening ceremony and delivered an opening speech.
9:40-9:50 The leader made an opening speech.
9:50- 10:00 employee swearing-in ceremony
10:00- 10:08 Opening ribbon: 8 hostesses and 6 tailor guests.
10:08 Cut the ribbon, play music and salute.
10:20- 10:30 Push the opening cake onto the stage. Please cut the cake, share the cake and
Inform of preferential conditions and evening activities)
10:30- 10:50 prize-winning question and answer, prizes will be distributed immediately.
Forecast the new product launch in the evening
10: 50-11:30 program performance
1 1:30 Invite guests into the store and predict the new product launch in the evening.
New product release process on the opening night
Time item
18: 30 ——19: 00 personnel are in place, and all work is finally confirmed (gather people to convey information).
19: 00 ——19:10 The host gave a speech and started the "Baifuchuan 2009 New Product Launch Conference".
19: 20-19: 30 program
19: 30 —— 19: 45 first round of new model show
19: 45-20: 00 program
20: 00-20:15 second round of new model show
20: 15—20:30 program
20: 30-20: 45 Third Round of New Model Show
At 20:45-2 1:00, the host took the stage to participate in the program and announced the end of the activity.
2. Details of the event: The opening ceremony is over.
Opening Gift: Cut corners and grab gold: Come to the store with DM slip and newspaper cut corners and get 200 yuan cash coupons free of charge. The time for collecting the coupons is from September 26th to June 5438+1October 4th, 2009.
The second gift of the opening ceremony: colorful gifts will be delivered non-stop: all friends who come to the store on the opening day (September 28th) can get a beautiful gift for free with DM sheets, invitations, newspapers and other promotional materials, and the quantity is limited until it is delivered.
Triple gift for the opening ceremony: buying diamonds: the first 10 people who buy diamonds or jade articles every day three days before the opening ceremony (September 28 -30) will receive a free diamond ring worth 888 yuan.
Opening ceremony: gold for opening shopping: one gram of gold will be given when you buy inlaid jewelry for over 2,000 yuan during the opening activities; Buy gold jewelry at a discount per gram 10 yuan!
Five gifts for opening: Baifuchuan gift: one-time purchase of diamonds, precious stones and jade during opening.
Over 999 yuan, send cosmetic bag (large size), or lily cup, or umbrella, or purple sand cup.
Over 1000 yuan, send a set of exquisite tableware, or hollow kettle, or steamer, or small fan.
Over 2000 yuan, send humidifier.
Over 3000 yuan, send a new desk fan, or rice cooker, or electric baking pan.
Over 4000 yuan, send a micro fan or a juicer.
Over 5000 yuan, send an induction cooker.
Three. Activity layout and atmosphere creation
General principle: closely combine the theme of the event, and highlight the grand feeling, preferential treatment, luxury and related visual effects. All promotional materials have the LOGO of Baifuchuan, and the main promotional materials are marked with the theme of "Creating Possibility for Love-Five Gifts Explode the City".
Division of labor? Layout planning:
DM single issue (10000 copies) for key blocks in commercial concentration areas. Writing more performances and gifts and less preferential terms is not of interest to the audience.
10 main street banner.
A flag (30) is hung outside the door. Don't do less, sparsity doesn't attract grandeur.
Set up lift-off balloons (with vertical labels and 2 balloons) in front of the door.
A large theme exhibition board will be set up in front of the door to announce the theme of the opening activities and related preferential activities.
The door was decorated with balloons and bouquets.
There are 10 vertical bars hanging in front of the store from top to bottom to congratulate each other, all of which are the words of the company's opening.
Set up a movable stage by the store door and spray the scenery behind.
Inside the store
A reception desk clearly marked with corporate LOGO was set up at the gate, equipped with 1 staff, and presented opening promotional materials, new product albums, gifts and souvenirs to the attendees.
There are two hostess (standing at the door with ribbons) and three shopping guides (walking around flexibly) in the store.
The tops and shelves of the shops are decorated with balloons and bouquets.
Hanging a flag on the top of the store (20 copies).
In-store theme poster promotion (1 copy).
Set up a rest area in the relevant area of the store, place cola and fruit, and equip service personnel to distribute gifts and promotional materials.
Set up a business publicity desk at the relevant position in the store to display gifts, promotional materials and souvenirs and provide consulting services.
The X-display booth in the store provides a detailed description of the promotion activities.
Distribute handbags and other supplies printed with Baifuchuan logo to customers participating in the event.
IV. List of business supplies
Person in charge of project quantity specification CM unit price and total price
300 200 yuan cash coupons 20 * 9 0.3 90 yuan.
DM form 10000 copies of 20 * 30 0. 1. 1000 RMB.
Two posters 200* 100 85 170 yuan.
2000 new albums 15 * 3024000 yuan.
Activity stage+performing arts+hosting 1 1200*400 2000 yuan.
Arch 1 own
Three X-shaped display stands 60* 160 50 150 yuan
2 lift-off balloons 100 200 yuan
70 flags A3 5 350 yuan
Congratulatory messages range from 20 to 20400 RMB.
Street banners101000 *100 20 200 yuan.
3,000 paper cups 200 yuan RMB
Opening Champion 8 bottles of 25 yuan 200 yuan.
200 stage gift 0.5 100 RMB.
Stage Background Cloth 1 Reference Stage 80 80 yuan
200 handbags 3 600 yuan.
Small handbag 500 2 yuan 1000 yuan.
888 yuan diamond ring 10 ￥
Salute 10 rounds 10 100 RMB
Admission fee (shopping bag) 300 pieces 0.5 150 yuan.
200 balloons, 35 yuan.
Cosmetic bag (large) store subsidy
Workshop subsidy of soybean milk machine
Lily Cup Store Allowance
Shop subsidies for umbrella red porcelain cups
Fine tableware store subsidy
Workshop allowance of hollow kettle steamer
Small fan shop allowance
Humidifier store subsidy
Shop allowance for new desk fans
Shop subsidies for rice cookers
Workshop subsidy for electric baking pans
Micro-fan shop allowance
Juicer shop allowance
Workshop subsidy for induction cooker
Approximate total price of required items:
Tai 'an Second Store Opening Activities Supplies
Quantity and price of required items
Phase 1 2000
6 shaking lights 1200
Public Broadcasting Lights 4X4 Group 800
Spotlight 2 400
Cold fireworks 12 200
Bubble machine 2 yuan 100
Ground fog machine 2 200
Audio 1 set of 400 PCs
There are about 500 flowers around the stage
Corsage 15 flower 150
Scissors 6 200
Cut 7 flowers
Golden lion 1 to 600
Extended red carpet 16m 100
Band one group 500
A violin, 300 yuan.
Saks a 300.
Hosting two 300 s
Dance 600
Total: 9 150
Activities during the National Day
Theme of National Day activities: Courtesy is in exchange for the New Year-if you meet "8", you will definitely make a fortune.
Activity time: June 65438+1October/-June 65438+1October 8, 2009.
Venue: Bai Fuchuan Tai 'an 1 Store
Activity rules:
1. During the activity period (June 5438+1October1-June 5438+1October 8, 2009), customers who spend money in the store can increase their value if the last one with a face value of 100 yuan appears "8". The specific rules are as follows:
The last digit has 1 8, which can be used in 100 yuan = 1 10 yuan.
The last digit has two "8" s, so you can use 100 yuan = 120 yuan.
The last digit has three "8", which can be used in 100 yuan = 150 yuan.
The last digit has four "8", which can be 100 yuan = used by 300 yuan.
The last digit has five "8", which can be used in 100 yuan = 1500 yuan.
The last digit has six "8" s, so you can use 100 yuan = 3000 yuan.
2. Shopping prizes: All customers who shop in the store from the opening to the National Day (September 28, 2009-June 5438, 2009+10/October 4, 2009) will participate in the "Flying Against Profit" activity of Tai 'an Baifuchuan No.2 Store on June 5, 2009 with the shopping receipt; The specific activity settings are as follows:
"Flying Cougar Against Profit" activity: The distance between the cougar throwing place and the cougar tray is 3-5 meters, and each person throws 10 cougar. Rebate Description: If you hit the red heart many times, what percentage of cash will be returned? For example, a customer bought 3,000 yuan of jewelry, and the return result after beating the Flying Tiger is as follows: If you beat 10 hearts, you will return 3000× 10% = 300 yuan; Those who hit the hearts four times will be returned 3000× 4% = 120 yuan; etc ...
3. During the activity, gold and palladium are given preferential treatment to 8 yuan per gram.
Division of labor? Layout planning:
Set up a large theme exhibition board in front of the door to release the theme of National Day activities and related preferential activities.
Displays an x frame to indicate activity.
Inside the store
The X-display booth in the store provides a detailed description of the promotion activities.
Introduce the relevant contents of this National Day activity to customers.
List of supplies for National Day activities:
Project quantity, unit price and total price
Flying Tiger License Plate 1 20
Fei Biao 10 Direct Delivery
Subject bulletin board 80
X frame 2 50 100
3000 valid DM forms 0. 1.300
Opening month celebration
Moon Celebration Theme: Full Moon Reward in Baifuchuan, Great Reward for Guests.
Activity time: 20091October 28th +65438.
Activity flow
Real-time active content
From 8: 30 to 9: 00, the personnel are in place and all the work is finally confirmed.
Play music from 9: 00 to 9: 30 to gather popularity.
From 9: 30 to 9: 40, the host took the stage to start the month celebration ceremony and delivered an opening speech.
9:40- 10:00 program
10:00- 10:30 live quiz with prizes (the prize is a Yueqing cake).
10:30- 10:45 program
10: 45 ——11:00 stage live lottery (5 people will be selected to create momentum and attract customers to buy).
11:00-11:15 program+supporter's conclusion
Activity content:
1: Gift given in the shopping lottery. Customers who shop on September 28-65438+1October 28 (store celebration day) will have the chance to win the prize by coming to the store to participate in the lucky draw with the shopping receipt.
Awards, titles and prizes
First prize: 8 Lenovo LCD computers
Second prize: Jade 2 yuan 4888 yuan.
The third prize (one for the pre-arranged person) is 3 yuan for jadeite, 2888 yuan.
Fourth prize (two people draw in advance) 5 induction cookers+soymilk machine.
Send 30 388 yuan jade prizes.
2. Looking for people who are destined for the same city: in the form of DM bills, advertising cars and TV advertisements all over Tai 'an, looking for people whose birthdays are 654381October 20th, and providing contact information, telling us that we have exquisite birthday gifts on that day, and inviting him to participate in our monthly celebration activities on that day.
Activity layout and atmosphere creation
General principle: highlight the birthday atmosphere and the lucky draw atmosphere, and display the prizes at the event site.
Division of labor? Layout planning:
DM single issue (10000 copies) for key blocks in commercial concentration areas.
A flag (30) is hung outside the door.
Set an arch in front of the door.
A large theme exhibition board is set in front of the door to release the theme of the monthly celebration and related preferential activities.
The door was decorated with balloons and bouquets.
Set up a movable stage by the store door and spray the scenery behind.
Inside the store
There are two hostess (standing at the door with ribbons) and three shopping guides (walking around flexibly) in the store.
The tops and shelves of the shops are decorated with balloons and bouquets.
Hanging a flag on the top of the store (20 copies).
In-store theme poster promotion (1 copy).
Set up a rest area in the relevant area of the store, place cola and fruit, and equip service personnel to distribute gifts and promotional materials.
Set up a business publicity desk at the relevant position in the store to display related gifts, promotional materials and souvenirs, and provide consulting services.
The X-display booth in the store provides a detailed description of the promotion activities.
Distribute handbags and other supplies printed with Baifuchuan logo to customers participating in the event.
Monthly activity list
Person in charge of project quantity specification CM unit price and total price
DM form 10000 copies 20 * 30 0. 1. 1000.
2 posters 200* 100 85 170
Remaining of opening activities of new album
Event stage+host11200 * 4001500
Arch 1 300
X-frame 2 x 60* 160 50 100
Flag 50 A3 5 350
Stage background board 2 pieces 400*200 25 50
The handbag was left in 200 stores.
Cake 1 piece
Lottery bonus preparation shop
Approximate total price of required items: