In fact, it is just a promotion plan. Without knowing the specific situation, I can only provide some templates and discuss further if there are any specific questions.

Part 1: Retail Industry Promotional Activity Plan Template

For the retail industry, a good and successful promotional activity plan can increase sales by more than 50%. Nowadays, more and more merchants It is inseparable from planning. Nowadays, common departments in the retail industry include planning department, marketing planning department, advertising department, planning department, etc. Facts have proved that the planning department is already a very important department in the retail industry. The degree to which a company attaches importance to its planning department will directly affect a company's sales performance. Well, as the planning department, every promotion plan has its own style and innovation. I personally believe that if you want to have a successful promotion activity, you must make a promotion planning plan in advance, organize relevant personnel and departments to participate in discussions, and Finally, an agreement was reached, the final decision was made, and various media began to be used for publicity. This promotional activity planning plan template basically includes the content involved in activity planning, including: market analysis, activity theme, activity purpose, activity time, expected goals and effects, marketing suggestions, cost budget details, etc.

1. Market analysis

[Note: Operations must be able to grasp the development of the market. If necessary, please describe the market situation of the product you are responsible for. ]

2. Activity theme

[Instructions: Fill in the theme of the activity. The theme must be concise, clear, and attractive. ]

3. Purpose of the activity

[Description: Main purpose of the activity]

4. Time of the activity

[Description: Execution of the activity time period. ]

5. Effect expectations and numerical targets

5.1 Effect expectations

[Explanation: expected achievable effects. ]

5.2 Digital Goals

[Description: Establish operational digital goals]

6. Activity details

6.1 Participating Products

[Description: Describe the products involved in this activity and their degree of cooperation. ]

6.2 Detailed description of the activity

[Description: Describe in detail the implementation method of the activity. ]

6.3 Award setting (random)

[Description: Awards and prize setting]

7. Advertising (marketing)

[Description: For this event, make a detailed advertising plan and marketing ideas and suggestions. ]

7.1 Internal publicity (promotion)

7.2 External publicity (promotion)

8. Activity task arrangement and work plan

[ Description: Break down all the tasks that need to be completed in the activity and assign them to the responsible persons. ]

9. Cost budget

[Description: A summary of the planned investment costs for all activities. ]

10. Activity summary

[Instructions: Detailed summary of the successes and failures of this activity as valuable information for reference and learning. ]

Part 2: Promotional activity plan template

1. Purpose of the activity: Describe the current market situation and the purpose of the activity. What is the current situation of the market? What is the purpose of this event? Is it handling inventory? Is it to increase sales? Is it to attack competitors? Is it a new product launch? Or to enhance brand awareness and reputation? Only when the purpose is clear can the activities be targeted.

2. Activity target: Is the activity targeted at everyone in the target market or a specific group? What is the scope of activity control? Who are the main targets for promotions? Who are the secondary targets for promotions? Whether these choices are correct or not will directly affect the final effect of the promotion.

3. Activity theme: In this part, we mainly solve two problems:

1. Determine the activity theme

2. Packaging the activity theme

Price reduction? Price discount? Giveaway? lottery? Gift certificate? Service promotion? Demo promotion? Consumer credit? Or other promotional tools? What kind of promotional tools and what kind of promotional themes should be selected should take into account the objectives of the activity, competitive conditions and environment, as well as the budget and allocation of promotional expenses.

After determining the theme, you should "pull the tiger's skin as a banner" as artistically as possible, downplay the commercial purpose of the promotion, and make the event closer to consumers and more impressive to consumers. Aido VCD’s “Operation Sunshine” a few years ago is a classic, packaging a simple price reduction promotion into a loving action to protect consumer rights.

This part is the core part of the promotional activity plan and should strive to be innovative to make the activity shocking and exclusive.

4. Activity methods: This part mainly explains the specific methods of carrying out activities. There are two issues that need to be considered:

1. Determine partners: get the government as your backing, or use the media’s “sheep’s head” to sell your own “dog meat”? Does the manufacturer act alone, or join forces with dealers? Or joint promotion with other manufacturers? Cooperating with the government or the media can help build momentum; joining forces with dealers or other manufacturers can integrate resources and reduce costs and risks.

2. Determine the degree of stimulation: To make a promotion successful, the activity must be stimulating and stimulate the target audience to participate. The higher the stimulus level, the greater the sales-boosting response. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize based on promotional practices, and determine the appropriate level of stimulation and corresponding expense investment in combination with the objective market environment.

5. Event time and location (sometimes this point will be placed after the second point): Proper selection of the time and location of promotional activities will get twice the result with half the effort, but improper selection will be thankless. In terms of time, try to allow consumers to have free time to participate, and in terms of location, we should also make it convenient for consumers, and communicate with urban management, industrial and commercial departments and other departments in advance. Not only is the timing and location of launching a promotional campaign important, but also how long it lasts to achieve the best results also requires in-depth analysis. If the duration is too short, repeat purchases cannot be achieved during this period, and many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high, the market will not be popular, and the value in the minds of customers will be reduced.

6. Advertising cooperation methods: A successful promotional activity requires all-round advertising cooperation. What kind of advertising creativity and expression techniques should you choose? What kind of media should you choose to promote? These all mean different audience reach rates and cost investments.

7. Preparation: Preparation is divided into three parts,

1. Personnel arrangement

2. Material preparation

3. Test Plan

In terms of personnel arrangements, "everyone has something to do and someone is responsible for everything", with no blank spots or intersections. Who is responsible for communicating with the government and the media? Who is responsible for copywriting? Who is responsible On-site management? Who is responsible for the distribution of gifts? Who is responsible for customer complaints? Otherwise, you will be in trouble.

In terms of material preparation, everything is as big as the vehicle. Everything as small as a screw must be listed and counted according to the order to ensure that nothing is missed, otherwise it will inevitably lead to chaos on site.

What is particularly important is that since the activity plan is determined on the basis of experience, it is necessary. Carry out necessary experiments to determine whether the selection of promotional tools is correct, whether the level of stimulation is appropriate, and whether the existing channels are ideal. The experiment methods may include asking consumers, filling out questionnaires, or piloting the program in specific areas.

8. Mid-term operations: Mid-term operations are mainly about activity discipline and on-site control.

Discipline is the guarantee of combat effectiveness and a prerequisite for the perfect execution of the plan. In the plan, all aspects of discipline of the personnel participating in the activity should be dealt with. Make detailed regulations.

On-site control is mainly about arranging all aspects clearly, so that it should be busy but not chaotic, and orderly.

At the same time, during the implementation of the plan, the scope, intensity, amount and focus of the promotion should be adjusted in a timely manner to maintain control of the promotion plan.

9. Post-continuation

Post-continuation is mainly a matter of media publicity. What method and media will be used to carry out follow-up publicity for this event? Melatonin is a master at this, and even a less-than-successful promotion will be a hit in the media.

10. Cost budget: Without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. The reason why Aido VCD's "Operation Sunshine Plan B" failed was that there was no budget for expenses. It was only after the activity was launched that it was discovered that the company had no financial support for this plan. For a good promotion, a good idea alone is not enough.

11. Accident prevention: Some accidents may occur in every activity. For example, intervention by government departments, consumer complaints, or even sudden changes in weather that prevent outdoor promotions from continuing, etc. Necessary human, material and financial preparations must be made for all possible unexpected events.

12. Effect estimation: predict what kind of effect this event will achieve, so as to facilitate comparison with the actual situation after the event, and summarize the success from various aspects such as stimulation level, promotion timing, promotion media, etc. points and failures.

The above twelve parts are a framework for the promotional activity plan. In actual operation, you should boldly imagine, carefully verify, analyze, compare and optimize the combination to achieve the best benefits.

Part 3: National Day Promotion Plan Template

1. Promotion Purpose

(1) Use discounts to clean up summer clothing inventory, use discounts to attract customers, and cooperate with The golden festival boosts sales while clearing out products that are about to change seasons;

(2) Use the National Day to recruit new members and expand the customer base;

(3) Image promotion to enhance the brand’s presence Reputation and exposure rate among the target consumer groups;

2. Promotional theme

Welcome the National Day and give back to new and old customers with all your heart

3. Promotion time:

October 1st - October 5th, 20XX (***5 days)

4. Promotion scope

All stores nationwide

5. Promotion content

(1) During the event, some products will be discounted at 30% (except for new products);

(2) Customers whose birthday falls during the event, as long as they are in the country If you make consumption in each store (no limit on consumption amount), you can apply for a membership card with your ID card and receive an exquisite birthday gift;

Note: 1. The date of birthday is shown on the ID card shall prevail;

2. After customers successfully apply for a membership card and receive gifts, they must register them in the book and mark "gifted" on the consumption receipt to avoid duplication;

3. It is recommended that the gifts be jewelry or jewelry with the xx company logo printed on them, such as silk scarves, jewelry, home decorations, etc.; (with pictures)

(3) Member exclusives

1. During the event, members can enjoy a 30% discount on some products, and a 10% discount on new products;

2. During the event, membership cards will earn points as usual;

3. Those with birthdays during the event Member customers can receive an exquisite birthday gift with their ID card;

Note: The birthday is based on the date on the ID card. Members must register in the book after receiving the gift;

Six , Event promotion cooperation

(1) Event pop materials;

(2) Promotional leaflets: Please cooperate with the printing of promotional leaflets to promote the activity;

( 3) SMS promotion: Send event notification text messages to members and customers on September 30, 20XX;

(4) Broadcast promotion: Produce promotion broadcasts and play them repeatedly during the event;

(5) Shopping mall publicity: Send event text messages to mall members on September 30, 20XX, using mall customer resources to develop potential customer groups;

7. Division of work during the event preparation period (omitted)

8. Cost Estimation

Category Item Unit Price Total Quantity Total Budget Application Area Remarks

Gifts

pop

Leaflets Zhang

Member SMS

Total

Attached Pictures

Scarf:

Accessories:

Home accessories:

Part 4: New Year's Day promotion plan for small home appliances

1. Promotion time

December 25, 20XX - 20XX January 10th

2. Promotion background

Around New Year’s Day is the peak consumption season for small household appliances, especially electric kettles, soybean milk machines and other products that can be used as gifts. In order to seize the market, each company Brands have taken action one after another; at the same time, factors such as the high prices of soymilk machines, juicers and other products and consumers' unfamiliarity with how to use them have always made some potential consumers hesitate. In order to capture this peak sales season and hesitant consumers, our company specially planned this event.

3. Promotion purpose

1. Take advantage of the opportunity of the "New Year's Day" Golden Week to increase our terminal retail sales and increase distribution efforts;

2. Through on-site terminal demonstrations, we can enhance the visibility of our company's products and stimulate the desire to purchase among hesitant consumers;

3. Effectively combat competitors and fight the first battle to achieve our company's sales tasks next year;

4. Drive sales of other products by promoting models;

5. Enhance dealers’ confidence in operating our products and boost the morale of shopping guides.

4. Promotional objects and scope

1. Promotional objects: end consumers

2. Scope: controllable terminals in Guangzhou and Shenzhen (referring to shopping guides) (member's store)

5. Promotional theme

Promotional theme: YL small home appliances welcome gift and big reward

Promotional slogan: 299, take home YL soymilk machine ; 366. Take home the YL multifunctional stew pot;

129. Take home the YL juicer; 99. "Pick up" the YL electric kettle and take it home

Old YL electric kettle Customers can get gifts even if they don’t buy them

It’s Chinese New Year, so bring home a soymilk machine for your parents far away

(The banner slogan is the above slogan or promotional theme)

6. Promotional methods

On-site demonstrations are accompanied by large promotion activities, which include promotional models, 12.2% off discounts and gifts

1. Promotional models

Electric kettle: 8901, 8902, promotional price 99 yuan;

Induction cooker: 3018FB, promotional price 199 yuan

Soy milk machine: 2000B, promotional price 299 yuan;

Stew pot: 9121, promotional price 366 yuan;

Juicer: 5002B, promotional price 129 yuan;

Other models are 12% off

2. Gift form

In addition to random gifts, all customers who purchase YL products will also receive a beautiful New Year calendar (worth 25 yuan). Electric kettle customers will also receive 2 packs of descaling agent worth 5 yuan. , regular customers of electric kettles will receive a free pack of descaling agent worth 5 yuan with valid proof of purchase. (Except for the above special gifts)

3. On-site demonstration

Demonstration models: 9121 stew pot, 2000B soymilk machine, 5002B, 5000D juicer; (These four models are required for demonstration Models of other models, merchants can add other models according to sales)

Demonstration location: at the entrance of the shopping mall or at the entrance of the stairs or at the entrance of the shopping mall

Demonstration requirements: The stew pot requires stewing bones or Chicken (others can be substituted during the bird flu period), corn, steamed buns, eggs, sweet potatoes, etc. are placed in the steamer and steamed; the soy milk machine is required to continuously make soy milk (soy milk with sugar) and let all customers who come to the demonstration station taste it; slag juice The machine requires on-site demonstration of the juice extraction process and on-site demonstration of the cleaning process to highlight the ease of cleaning. When 5002B demonstrates the milk extraction process, the raw materials are bananas, pure milk, rock sugar, etc. or cucumbers, carrots, etc. After the demonstration, the demonstrator tastes it first. Clean it and give it to customers to taste. All the above things that are demonstrated for customers to try must be hygienic and clean (not only the demonstration but also the backstage operations must be hygienic to prevent customers who taste it from getting sick and upset after drinking it and complaining).

Demonstration personnel requirements: Demonstrators must have a loud voice, clear articulation, wear a headset as much as possible if possible, move naturally, speak in an approachable and humorous manner, and attract customers to come to watch and consult. At the same time, the demonstrator should also highlight the easy-to-clean process of 5002B, and prepare a bucket on site to make it clean as soon as it is dipped in it; during the demonstration, the demonstrator should pay attention to the customers' questions and answer them while demonstrating.

Demonstration table requirements: at least 3 demonstration tables must be placed together for demonstration.

On-site demonstration layout requirements: one Some balloons, flowers, ribbons, and bows made by the shopping guides beautify the scene and create a promotional atmosphere on the spot.

7. Promotional Cooperation

1. Products

The business manager/regional manager urges dealers to pick up goods in advance (especially for promotional models, sufficient inventory must be prepared), Click and collect.

2. Preparation of promotional materials

The marketing department will distribute demonstration stands, X display stands, and gifts to dealers before the 20th; dealers will print black and white single pages of promotional information and Promotional themes, slogan banners, small gifts and other materials.

3. Personnel division of labor and responsibilities

General commander of the activity—Mr. Zhang

Person in charge of the activity—Bu Li

Plan Writing, issuing and checking - Marketing Department

Material distribution - Customer Service Department

4. Shopping guide training

Each dealer’s shopping guide management personnel, business The manager/regional manager should conduct pre-event training on the content of promotional activities, terminal demonstration skills, etc. In addition to introducing the selling points of our products to customers, this promotion also guides customers to purchase the models our company mainly promotes from the following aspects:

Soy milk machine: Using YL fully automatic soy milk machine only requires It only takes ten minutes to make fresh and fragrant cooked soy milk, and the cost is less than 30 cents. For 30 cents a day, the whole family can drink fresh soy milk, which is really a good deal after all. More importantly, you can rest assured that you make your own soy milk, and you are responsible for its hygiene and freshness. You cannot drink black-heart soy milk. To drink hygienic, fresh and fragrant soy milk, it is best to make it yourself, and you are responsible for choosing beans and water. Hygiene is absolutely guaranteed; at any time Make it and drink it anytime, it’s fresh. (You can explain it to customers compared to buying a cup of soy milk for one yuan outside)

Juicer: Who wants to eat carrots, cucumbers, etc. if they are left like that at home, but if you change them and squeeze them into juice? , then it’s different; especially when children of relatives and friends come to the home, the feeling is even more different. (Interview website www.mian4.net)

Stew pot: The biggest advantage of steaming and stewing with water is: first, the sealing performance is good, which can prevent the original gas of stewed products, especially supplements, from evaporating; second, The uniform and balanced heat can prevent the nutritional structure of the stewed food from being destroyed; thirdly, the stewed food not only has a crispy texture and original flavor, but also has a clear soup color, rich umami flavor, and a unique gourmet flavor.

5. Activity executors

Dealer marketing manager, dealer shopping guide manager, business manager/regional manager, Zhu Bo, etc.

10. Activities Requirements

Strictly follow the requirements of the "YL Terminal Promotional Activities Guidelines".

If you have any questions about this promotion, please call the marketing department!

11. Promotion comments

1. Promotion time: This year’s New Year’s Day departs from the tradition The Spring Festival is close to each other, and around New Year's Day is the peak period for some migrant workers to return home (there are particularly many migrant workers in Guangzhou and Shenzhen, who often go home early in order to beat the Spring Festival rush). To bring something home, with the improvement of people's quality of life, small and easy-to-carry juicers and soybean milk machines have become their first choice; in other years, due to rising gas prices, induction cookers have also become their preferred choice. During our on-site promotions, we found that many customers indeed took them home for use, and some gave them as gifts to relatives and friends. This promotional activity was planned based on this background. The actual effect was good and the target consumers were accurately captured.

2. Promotional models: Considering that this promotion is mainly aimed at working people who want to go home, we have selected models with small size and simple functions as special price models. For example, a 129 yuan juicer has only a single juice extraction function and is very small; a 199 yuan induction cooker is also very small. The appropriate selection of promotional models plays a big role in the sales volume of this promotion.

3. Promotional slogans: The use of sensational slogans such as "Take it home, take it home, carry it home, pick it up" not only makes migrant workers feel like going home immediately, but also You also need to bring something to feel like going home. Words such as "hold", "bring", "carry", and "pick up" not only imply that the product is small and easy to carry, but also imply that the price is extremely favorable.

"It's Chinese New Year, let's bring a soymilk machine home to your parents who are far away" makes people want to buy it. No matter what, this is for the parents. Intentionally or unintentionally, the company's products are connected with the home, creating a sense of intimacy and identification.

4. On-site demonstration: Consumers want to buy products such as soymilk machines and juicers but are afraid of buying them back because they do not know how to operate or the operation is complicated and hesitate. Through live demonstrations on the terminal, consumers can be dissuaded. These thoughts create the desire to buy immediately. Some consumers say that they have no intention of buying a soymilk machine after just looking at it, but if you demonstrate it to her and give her a cup of fragrant fresh soymilk, she will immediately place an order. Therefore, there must be a reason for consumers to take a casual look and visit the Three Treasures Palace for nothing. We need to find out the reasons for her hesitation, and on-site demonstration is the best way. The on-site demonstration of this promotional event was particularly well prepared. Even the demonstration materials and the language of the demonstrator were written in advance. During the demonstration, the benefits of homemade soy milk and juicers were appealed to, so that consumers would be more receptive.

Part 5: Dragon Boat Festival Promotion Plan

Activity 1. Free tasting of Baolilai Diamond Zongzi Fragrance Spread Thousands of Miles

Activity time: May 24, x Day - 31st

During the event, a free tasting station will be set up on site. Polaroid Diamond has prepared delicious and fragrant rice dumplings and mung bean cakes for you, allowing you to taste and shop at the same time. Happy Dragon Boat Festival. This is a rare opportunity, don't miss it! Event details:

⊙Props for the event: rice dumplings and mung bean cake tasting items, one electric pot, one tasting table, three trays, 20 disposable plastic cups (small), and 2 boxes of toothpicks ;

⊙Pay attention to the cleanliness and hygiene of the site;

⊙On-site promotions, publicity activities, and promotion of products at the same time.

Activity 2: The fragrance of Baolilai diamond rice dumplings spreads thousands of miles, and connects thousands of families

Activity time: May 24-31, x

Anyone who makes a one-time purchase of NT$200 in our store during the event period can collect a "Fu and Lu" rice dumpling (limited to 200 per day) at the service center with a computer receipt; anyone who makes a one-time purchase in our store during the event period If you purchase over NT$500, you can go to the service center with your computer receipt to receive a box of "Shou and Xi" salted eggs (six packs) (limited to 100 pieces per day); any one-time purchase of over NT$1,000 in our store during the event period , you can go to the service center with your computer receipt to receive a "Fu, Lu, Shou, Xi" package (1 rice dumpling, 1 box of salted eggs) (limited to 30 pieces per day); the number of gifts is limited, while stocks last.

Event details:

⊙The event gifts will be displayed vividly, and the gifts will be labeled with "福, 福, 富", " longevity , Celebration", "福, 富, longevity," "Jubilee";

⊙Employees strictly register the delivery of gifts.

Activity 3: Polaroid Diamond "Fu, Lu, Longevity, and Jubilee" as a gift to the elderly to show respect and love

Activity time: May 31, x (Dragon Boat Festival)

Respecting the elderly is a traditional virtue of the Chinese nation. Our store will set up a rice dumpling making area from 14:30 to 17:30 on May 30th. We sincerely invite you to participate in the "Fu, "Promise, longevity and happiness" are sent to the elderly with respect and love. By then, Baolilai Diamond will have prepared the necessary materials for making rice dumplings for you, allowing you to show off your skills. At the same time, Baolilai Diamond will give the rice dumplings you made to the elderly or veteran cadres in the community on the morning of the Dragon Boat Festival (May 31) to show their love for the elderly. Customers who participate in this event will receive an exquisite gift from Polaroid Diamonds.

Activity details:

⊙The store has prepared a long table and placed it at the exit of the store, and arranged the atmosphere of the scene, with special arrangements of "Fu, Lu, Longevity and Jubilee" gifts. The banner of "Respecting the Elderly and Caring for the Elderly" is used to promote the activities and enhance the company's image;

⊙The store store has prepared various materials for making rice dumplings and placed them in three places on the table;

⊙ There must be an employee of the store taking the lead in making rice dumplings on site, and the promoter verbally reminds and induces customers to participate in the event, and prepare event gifts;

⊙ Label each cooked rice dumpling with " Wrap the rice dumplings in a gift basket with the red words "福, 富, longevity, and happiness" in red characters, and put the words "福, 富, longevity, and happiness" on the gift basket to send to the elderly;

⊙Store personnel are involved in activities In the first two days, contact the nursing home or Laoqian Activity Center in each store where you want to visit, and determine the time and activity process;

⊙The store manager, specialty store owner and other store leaders will lead the store employees and enthusiastic customers to go together Visit the elderly and give them gifts to express condolences;

⊙The store will do the logistics and publicity work, take photos of the process and effects of the event, and post the photos in the store after the event.

Event Promotion

1. The store planner will place the printed notice board with the event content in a conspicuous position at the front entrance of the store and in the service center on May 15th for preliminary publicity.

2. During the event, the in-store broadcast will accurately and concisely broadcast the event content, and the broadcast frequency shall not be less than once/30 minutes.

3. During the event, store cashiers and employees proactively inform customers to participate in the promotion.

4. Strengthen the promotional awareness training for promoters, let them understand that doing a good job in the promotional activities of Baolilai Diamonds is mutually beneficial, and actively integrate into the promotional activities of Baolilai Diamonds and do Word of mouth for a good promotion.