1. Activity principle

1. Create income scale on the basis of community activities to enhance the attraction of the store;

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

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

4. Promotional activities should make customers feel "affordable", and X will eventually increase 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. gather popularity and 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 visit the store for the first time.

Third, target customers

Young people aged 15-25 are X energetic users who consume milk tea. They are more easily attracted by the taste of milk tea, so they are the main target group attracted by this activity.

4. Publicity strategy

1. Hanging short-term advertisements such as large outdoor advertisements or building advertisements in main community streets, and publishing the opening time and the contents of surprise activities, it is more appropriate to be around 11 days before and after the activities.

2. One week before the activity:

① Distribute DM leaflets to households 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 by means of posters, leaflets, etc. in places such as sales outlets and walkways.

B, mobilize the school student union, and formulate publicity methods according to the different situations of each school.

③ Promotion of Internet cafes

Internet cafes use advertising desktop and screen protection to promote nearby tea shops and deliver them.

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

3. Three days before the event: Strengthen the promotion, use the local SMS platform or WeChat platform to release the event information, strengthen the stimulation of passers-by, and do the warm-up work for 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 the opening information and activities.

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

5. Promotion plan setting

21% discount for whole-audience milk tea during the period of 1 and 11, and buy one get one free during the three-day special period (9: 11-11: 11, 12: 11-13: 11, 17: 11-18: 11)

2. Special milk tea drinks are launched during the period of 11, such as

3. Buy one and get one free: All customers who spend more than 21 yuan at one time in our store on the opening day will be given a cup of our new classic Aiyu milk tea, or coupons with a limited time of 9.9.

4. One yuan to six yuan: Every morning at 8: 11-11: 11, 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 a business.

5. Challenge the super-large cup: bubble tea can drink the super-large cup with a price of 11 yuan in X fast time and accurately report the number of pearls, free of charge, and give a 21% discount VIP card (limited to 3 minutes) before taking X fast time as the record-breaking standard, and give away a commemorative prize!

6. Any customer who buys 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. (One person is limited to one copy, leave your name and mobile phone number)

During the period of July and November, any customer who enters the store to buy milk tea for more than RMB 11 will be given a free credit card, and after spending, one credit card will be given, and a cup of milk tea will be given for free if ten credits are collected.

8. On the opening day, customers who come into the store to buy milk tea can have a scratch for free, and the scratch content includes: credit for consumption in 1.5 yuan and credit for consumption in 1 yuan. (x high consumption in 1 yuan, only one can be used at a time)

9. Cross-industry cooperation: store name cards are reserved in the surrounding hairdressing salons and yoga studios, with a 31% discount for internal employees, and a 21% discount for merchants to order food on behalf of customers, and the store delivers it to your door.

VI. Online publicity

1. Promotion through Tik Tok, WeChat official account and publicity soft articles;

2. Invite self-media and short videos to promote online celebrity and maintain the network.

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

VII. Selection of marketing methods for each store

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

(1) Wuyue Plaza Store in Zhenjiang

1. On-site sales of combined drink packages.

2. adjacent food and beverage queuing areas will be given free drinks at different times.

3. The limited-time coupons, such as LOGO fans, are distributed in Huangjinzhou Cinema.

(2) X Wuyue Plaza Store

1. Cross-industry cooperation in the surrounding hot pot restaurants: A dining table card is placed in the hot pot restaurant, and you can enjoy 21% discount on the drinks with the cashier's receipt. When the actual consumption is full in 211 yuan, you can enjoy the 1 yuan-purchased standard cup of duck excrement. Customers with odd number 8 and ending number 8 can get one free in ishare with the receipt.

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

(3) Wuyue Plaza in Yangzhou

1. The hairdressing salon and yoga studio on the third floor of the shopping mall have reserved store name cards and ordering code cards, with a 31% discount for internal employees and a 21% discount for merchants to order food on behalf of customers, and the stores deliver it to their doors.

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 one free discount in ishare with the token store.

(4) Suzhou Mudu Youfang

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

2. You can get a free iced tea with more than 31 praises, a standard cup with more than 51 drinks and a super cup with more than 61 drinks.

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 visit the store synchronously with Xiaohongshu, bringing the old with the new and helping the old with the new.

2. The store has a private domain group maintenance post, and online interactive organization records are cashed. 1. Invitation is polite. 2. Red envelopes are given away. 3. Quizzes are polite.

VIII. Activity arrangement

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

2. On September 28th, publicity materials were produced, and the trial drinks were successfully launched and intercepted. The advantages of shopping malls and stores-there were shopping malls and restaurants waiting in line. In the past, the trial drinks were distributed in the queuing area, and members were added by scanning the code, and the clerk sent them over;

3. Pre-holiday communication at the clerk level is warmed up, which helps to coach the mind, improve the enthusiasm, and improve the product of ordering and selling in the store;

4. The business hours are increased: Maanshan Golden Eagle Store, Hefei Jin Dadi Store 1912, Suzhou Guanqian Street Store, and extended to 24: 11 pm. Other stores are shopping malls and cannot be delayed.

5. Posters will be arranged and posted in the store before the 11th National Day, which will be promoted with Tik Tok for external publicity.

6. Strengthen the maintenance of private domain groups during the activities, realize the old and new purchases through activities such as inviting courtesy, grabbing gifts with red envelopes, guessing courtesy, etc., and organize online interactive records to cash in.

7. reduce the delivery fee and increase the delivery efforts, so that old customers can place orders online and buy again.