2022 Beer Marketing Promotion Program 1
I. Name of the activity:
_ _ _ _ Beer Culture Festival
Second, the activity slogan:
Passionate summer, enjoy the joy.
Second, the activity time:
III. Venue:
____
Fourth, the purpose of the activity:
Make use of the origin of beer culture festival to open the first beer culture festival, form news facts for local media to publicize and report, and attract the attention to the maximum extent. Enhance the local visibility and social influence of the project, stimulate the attention of potential customers and promote the overall sales of the project. By participating in the grand beer culture festival, customers can enjoy the psychological satisfaction of choosing _ _ city garden and establish their loyalty to _ _ real estate brand. Through the grand Oktoberfest activities, the psychological distance between _ _ _ brand and local consumers will be narrowed, and the affinity of the brand will be enhanced.
V. Activities:
Cultural performing arts; Invite professional performance organizations to perform variety shows. Cold meal barbecue; Raise the standard of the activity, so that participants can feel honored by holding hands. Award-winning question and answer; Interactive communication, enhance the participation of the event, and make the event site more enthusiastic. Xintianyou; Famous singers sing and interact with the audience, enhancing the intimacy of the event and winning the mass base. Beer drinking contest: through the beer drinking contest, the participation and interest of the activity will be enhanced, and the interaction with the audience will be formed to push the activity to a climax.
Sixth, the highlights of the event:
The grand opening ceremony detonated the summer passion of the city, forming news events and triggering media reports, focusing on the public's attention. The combination of cultural performances and banquets has improved the specifications and grades of activities and reflected the high-end nature of real estate brands.
The prize-winning quiz and beer drinking contest made the atmosphere more lively and interesting. A northern Shaanxi folk song of _ _ _ brand and local folk culture are integrated, which brings the psychological distance between _ _ real estate brand and local consumers closer and makes the brand more friendly.
VII. Promotion methods:
Short message: Send short messages to customers, intended customers and target consumers to inform them of the activities and invite them to participate.
Standard version: release activity information, focusing on pictures, forming a strong visual impact and attracting attention.
TVC: The prime-time and prime-time columns of TV advertisements released the information of this event, which was widely publicized and aroused widespread concern in society.
Eight, organization:
Organizer:
Co-organizer:
Cooperative media:
Invite the media:
Nine, invited guests:
_ _ Real estate related leaders and local news media
Transaction customers, intended customers and target customers.
X. Main participants:
Transaction customers, intended customers and target customers.
XI. Promotion of activities:
During the activity, it is necessary to set up a leading group, with _ _ real estate related leaders as the team leader (responsible for handling emergencies), and one person from each activity-related unit to assist the team leader in smoothly advancing the activity.
XII. Required materials: (omitted)
2022 Beer Marketing Promotion Program 2
In order to respond to the call of the municipal party committee and the municipal government for "building five cities and building a harmonious _ _", to promote the development of tourism catering industry in _ _ _, to promote the catering culture in _ _ _ _, to activate the catering market in our city, to enhance the development awareness and innovation ability of enterprises, to develop tourism catering brands, to enrich the tourism food cultural life in our city, to provide a set of high-grade Songyuan tourism cultural food feast for the general public, and to enhance the city's taste and civilization, To promote the rapid growth of tourism and catering economy in our city and accelerate the development of the tertiary industry, we aim to create a healthy and uplifting atmosphere full of joy and peace by integrating leisure and entertainment through a series of food culture theme activities. With tourism as the platform, beer as the carrier and food as the support, we can show the enthusiasm, heroism and enterprising of people, show the brand-new features of Songyuan construction, expand the influence of _ _ city on the whole country, and create a high-grade tourist food culture festival card to enhance _ _.
Theme: Creating Tourism Catering Brand and Prospering Catering Industry
Purpose of the activity: With the purpose of creating five cities, the _ _ Tourism Festival takes the opportunity to improve the overall brand image of _ _ through exhibition, experience, exchange and entertainment, promote the development of tourism, catering industry and related service industries, and create an environment for establishing healthy competition in the market. The purpose of the activity is to show Songyuan's unique folk customs and Manchu-Mongolian cultural features, as well as _ _ unique human landscape and tourism resources.
I. Organizational arrangements:
Activity time: 8: 30-10: 30 opening ceremony.
Venue: _ _ _ _
Second, the scene layout:
1, podium;
2. Inflatable arch;
3. Check-in desk:
4. Balloons
Third, the preparatory work:
1. Miss Etiquette: First name (tentative). Responsible for welcoming guests, guiding and cutting the ribbon.
2. Military band: Name, arranged on the left front side of the rostrum.
3. Corsage: one for guests to wear.
4. Flower baskets: one, placed at the entrance and exit of the gate.
5. Sign-in series: for guests to sign in. (Signature book and pen)
6. ribbon-cutting series: ribbon-cutting for guests.
7. podium potted flowers: placed around the podium.
8. Sound: Special sound for the opening ceremony.
9. VIP room: VIP lounge before the opening ceremony.
IV. Opening ceremony procedures:
1, the podium was arranged the day before the opening ceremony.
2. Sign-in, ribbon-cutting series and corsage are ready the day before the opening ceremony.
3. On the opening day:
08:30 All the celebrants are in place.
At 08:50, all performance teams stand in their designated positions.
At 08:55, the band began to play.
09:45 Lead the leaders and guests attending the opening ceremony to their positions.
At 09:50, the host announced the start of the ceremony, introduced the leaders and guests, and introduced the significance and far-reaching influence of this beer and food festival and the exhibitors.
10:00 Play music
10:02 Please invite the leaders to make an opening speech.
10:07 Please give a welcome speech by the Organizing Committee.
10: 12 please (government leaders) declare this conference open.
At the same time, hammer and drum were used to put wine, homing pigeons were released and colored balls rose.
10:20 ribbon-cutting ceremony
10:30 The ceremony ends and the performance begins.
● Contents of series activities: Each venue will be held one after another.
1, _ _ _ and the special series of cultural performances in the city square: it embodies "beer culture" and "folk local characteristic cultural performances", dedicates lively and interesting performances to tourists, such as singing and dancing, acrobatics, sketches, duet in Northeast China, cooking performances, etc., and interspersed with various interactive games, making the scene truly a sea of joy.
2, to carry out Jicai and other cuisines exhibition evaluation and preferential sales activities.
In order to show the operating characteristics of catering enterprises in our city and the development level of the catering industry, and meet the consumption needs of the masses, the organizing committee of the Food Festival will organize innovative banquets and gold medal exhibitions of Japanese cuisine and other cuisines, and carry out activities days and preferential exhibitions of Japanese cuisine, Sichuan cuisine, Shandong cuisine, Guangdong cuisine and other time-honored catering enterprises during the Food Festival. In order to expand the influence and form interaction between Chagan Lake and Songyuan City as a whole, two representative enterprises will be selected 100.
Formulate preferential price evaluation of the participating dishes, give away 4 bottles of beer for free at each table, and distribute mysterious gifts at the on-site activities, with multiple surprises and unexpected gains.
3. Exhibition and publicity of food culture: introduce Zhongshan food culture in the form of words and pictures on the spot, and introduce more and more comprehensive food theory knowledge.
4. Baseball Beer Bottle Competition
5. Select Mr. (Ms.) Beer.
6. Hold Songyuan Catering Industry Forum.
7, "Starry" carnival beer night (omitted)
8. Closing ceremony
The closing ceremony of the food festival will award and commend the selection results of various activities. At the same time, leaders at all levels, members of the organizing Committee, leaders of competent departments in various regions and news media are invited to participate.
Scope of participation: the legitimate business, production and distribution enterprises of catering enterprises, hotels, food, life products and other related industries with characteristics inside and outside the city.
Requirements for participation: units and individuals participating in the exhibition evaluation should apply first, submit the recipes for banquets and dishes (the recipes should be practical and have promotional value), and with the consent of the organizing Committee office, make performances and exhibitions on the spot at the reporting enterprises or designated venues, and the organizing Committee will organize expert judges to evaluate them. Enterprises can declare1-2 banquets, the banquet style and cuisine are not limited, and the number of dishes in each banquet is not less than 10. Gold medal dishes are selected from the banquet1-3 dishes to participate in the exhibition evaluation, or they can be made by enterprises and individuals separately to participate in the exhibition evaluation.
Series review and identification:
1, _ _ famous banquet
2. _ _ Famous dishes
3. _ _ Famous restaurants
4. _ _ Special food and beverage outlets
5. Golden dishes
6. Golden Chef Award of Food Festival
7. Outstanding Enterprise Organization Award
8. "Designated Dining Unit" of the 1st Tourism Festival
9, western food gold dishes
Recommend and select the "Designated Dining Unit" of the 9th Chagan Lake Tourism Festival.
The organizing committee of the Food Festival will cooperate with the 1st Tourism Festival to select the "designated dining unit" of the 1st Tourism Festival among key restaurants, specialty restaurants, large and medium-sized hotels and restaurants. Compile the Songyuan Catering Guide, arrange Chinese and foreign guests to dine, and incorporate it into the overall publicity content of the tourism festival, and enter it into the _ _ _ _ _ website.
2022 Beer Marketing Promotion Program 3
Activity background:
Showing the city's characteristic business cards is the goal that all provinces and cities have been striving for in recent years. The Oktoberfest, which has appeared in various places, has become an emerging industry sought after by local enterprises and businesses. _ _ As the capital of Guangxi, the core of China-ASEAN Economic Circle, with superior geographical position, is an important economic center along the Beibu Gulf and a newly-rising hub city of the Southwest Sea Passage. The concept of building a regional international city put forward by _ _ _ is to operate three industry as a new tertiary industry. With such generous government policies and superior geographical conditions, _ _ has never held a large-scale beer event.
After careful preparation and careful consideration, _ _ _ _ _ District decided to combine automobile enterprises, beer enterprises, traditional culture, artistic performances and other elements to hold a carnival of automobile beer culture, precisely to create a carnival celebration that truly belongs to _ _ citizens, and the macro management and support of the government will make such a large-scale event a well-known exhibition brand in China.
I. Project subject
Full name of the event: 20 _ _ _ _ _ _ Auto Beer Festival Organization: Implementation Time: Implementation Place: Organizer: Organizer: Co-organizer: Media Alliance:
Second, the activity objectives
Innovation, honesty, flexibility and pluralism run through the whole process of organizing the festival, grasping the working principle of being knowledgeable and refined, distinctive, creating brands, focusing on water and locality, cooperating with all parties, integrating resources and actively cultivating, establishing the concept of leading fashion and creating business opportunities, and striving to make this automobile beer festival an important link in combining beer industry with tourism, developing Nanning food culture, promoting urban economic development, expanding urban reputation and developing a new platform for attracting investment.
Take advantage of the characteristics of _ _ citizens who like to revel and join in the fun, hold a comprehensive and large-scale automobile beer festival, and build a southern carnival beer festival with the support of the government for the exhibition, which is famous for the northern beer festival * * *, adding a new business card to _ _, a laurel-laden Greentown.
Third, the core planning
This event will make every effort to create a grand event of automobile beer, and truly turn the automobile beer festival into a large-scale comprehensive exhibition brand in the south, with novel forms, wonderful contents, abundant beer and carnival entertainment throughout the whole process; Enrich citizens' life with carnival and passion as the theme; With the main propaganda method of showing Lingnan customs and showing _ _ new posture, through extensive media propaganda and business interaction, the geography, humanities, resources, environment and policies of Jiangnan District of Nanning are organically integrated, and the highlights of Automobile Beer Festival in Jiangnan District of Guangxi are carefully created to add luster to Nanning, and the integration and influence of the world culture of Beer Festival are fully utilized to integrate economic development, science and technology promotion and cultural exchange. Combine beer culture, automobile culture and square culture organically, give full play to the advantages of humanity, environment and leisure in square culture, rely on image display, commodity promotion, recreational activities, competitive games, lucky draw and other activities, expand the brand value of enterprises, create an effective and suitable communication space and marketing stage for beer manufacturers and automobile enterprises, and have the characteristics of internationality, culture, entertainment and extensive participation of the masses, and have a hot and passionate holiday atmosphere.
By taking advantage of the Oktoberfest, we will further promote the development of the tertiary industry in Jiangnan District of _ _ _, so that Chinese and foreign tourists and all walks of life can have an all-round understanding of Guangxi and _ _.
Fourth, the purpose of the activity
(1) show the achievements of economic construction in Jiangnan district and show the new look of urban economic development.
② Display the corporate culture of automobile beer industry.
③ Developing regional economic construction and promoting regional economic growth.
④ Enriching citizens' life and building a harmonious society.
V. Orientation of activities
◆ Get together for a car beer feast and feel the Greentown _ _ Jiangnan ◆ Show Lingnan customs and culture _ _ Jiangnan charm.
Vi. Campaign slogan
Carnival * * * Celebrate _ _ Olympic Games Gathering Jiangnan Automobile Beer Feast
Seven, propaganda slogan
China Olympic year _ _ Oktoberfest
VIII. Highlights of activities
20____ The activities of the first Oktoberfest are divided into six sections: automobile culture, beer culture, gourmet culture, folk art culture, tourism activities and economic and trade activities, with seven features, six highlights, twenty-four activities and five carnival festivals. The activities of each section are rich and colorful, with outstanding highlights, which will provide the biggest hot spot for publicity and reporting, promote the economic development of the city and enhance the new image of _ _, and also make the most reasonable arrangements for enhancing the popularity and influence of the Automobile Beer Festival in Jiangnan District of Nanning and building the brand of _ _ _ _.
2022 Beer Marketing Promotion Program 4
I. Purpose of the activity
At present, Snow Beer has occupied a high market share, and the regional market share is in the top three, with great brand influence and good management. Now it is at the peak of beer sales in summer. In order to make better use of this opportunity, we can handle the inventory, increase sales and better enhance brand awareness.
Second: the active object
At present, the mainstream channels of beer market in the target area include:
1. Catering channels
2. Shangchao channel
3. Retail outlets re-wholesale distribution channels
4. Dealers themselves
Existing beer channels in the target market: supermarkets, convenience stores, restaurants, night shows and restaurants. This activity is mainly aimed at consumers in supermarkets, large and medium-sized convenience stores, department stores, restaurants and night markets.
III: Theme of the event
1, activity theme name: This summer, snowflakes will make you cool all summer!
2, the theme of the event development method: roadshow promotion, special promotion, buy-in promotion, free tasting.
Four: the way of activities
Activity time: July, 20__ 10 to July, 20__ 15.
Venue: major supermarkets, large and medium-sized convenience stores, department stores and Gulou night market in Kaifeng.
Five: Promotional products
Snowflake refreshing beer 600ml_ 12 26 yuan/piece
Snowflake iced beer 600ML_ 12 34 yuan/piece
Snow Beer Braves 500mPl_ 12 42 yuan/piece.
Six: promotion object and scope
Target audience: consumers in supermarkets, large and medium-sized convenience stores, department stores and night markets.
Scope: the area under the jurisdiction of Kaifeng City.
Seven: Promotion Form:
I. Roadshow Promotion
By temporarily setting up a stage to attract consumers' attention and interact with consumers to enhance their understanding of Snow Beer.
Second, special promotions
For Snowflake Refreshing Beer 600ml_ 12 original price 36 yuan current price 26 yuan/piece for large-scale promotion. In the way of selling goods, we should make a pile of beer of Snow Brand, so as to expand the image of its goods. We should ensure sufficient supply of beer of Snow Brand and obvious price advantage, and arrange a sales promoter for each pile.
Third, buy and give promotional beer in shopping malls can be promoted by buying and giving, mainly to promote buy more and give more, and set up a gift desk in each gift area sold, such as customers buying three pieces at a time and giving one, etc., to strengthen the concept of mass sales.
Fourth, free tasting
There is a small stand next to the beer counter for free trial, and the beer used for promotion is prepared for free tasting on the spot to attract consumers' desire to buy. Let consumers taste the freshness of Snow Beer.
Eight: Promotion cooperation
1, within the scope of activities under its jurisdiction, POP posters, point-of-sale advertisements, DM, banners, wall advertisements and cabinet advertisements are used for publicity, so as to better expand the visual impact and fully preheat the market for the smooth development of activities.
2. Promotional leaflet: distributed in 6 big night markets in all districts of Kaifeng. Promotional wall newspaper: promote in the form of wall newspaper in large communities.
Nine: Promotion Time
Time: June 1 day to June 10, 20__
X: Promotional items
Vehicles: a publicity vehicle and a truck.
Beer: 600ml_ 12 240 pieces of snowflake refreshing beer.
Snowflake iced beer 600ML_ 12 200 pieces
Snow Beer Braves 500mPl_ 12 160 pieces.
Personnel: 6 propagandists, 2 drivers and 2 sales representatives.
Material preparation: promotional leaflets, wall newspapers, balloons, arches, banners, etc. are all provided by Snow Beer enterprises.
Implement the promotion plan and distribute it: by the internal staff of Snow Beer.
Product preparation: Snow Beer is provided.
Store preparation: the store layout and various displays are prepared by the company to the major stores, and the stores cooperate.
Layout outside the store: arches and banners.
Activity organization: the promotion activity is actually starting to sell. By all the staff to cooperate.
XI: Promotion expenses:
200,000 yuan
2022 Beer Marketing Promotion Program 5
1, holiday promotion. Use Christmas, New Year's Day, Valentine's Day, April Fool's Day, Mother's Day and other festivals to hold related promotional activities at night, especially Valentine's Day and Christmas are the most important promotional festivals at night. For example, on Valentine's Day, the designated brand beer can be given to roses, and men can take the ladies for consumption, and the ladies' beer can be given free of charge. Blue Horse Beer once invited some foreign students studying in Zhengzhou universities to spend Christmas in the night terminal. All consumers who consume Blue Horse Beer have the opportunity to perform programs and take photos with foreign students on the same stage, which has achieved good results.
2. Gift promotion. Gifts can be divided into two types: one is to give wine and the other is to give gifts. Giving wine is the most commonly used way, such as buy 10 get two free activities. Gifts can be given by consuming different quantities of gifts with different values. For example, Venus Beer sells 5 bottles of prize luminous ring, 1 bottle of 10 prize luminous stick and 20 bottles of prize spherical electronic watch, and the effect is very good. Night beer promotional products are different from those in restaurants. In the production and selection of gifts, their main features are novelty, strangeness and artistry, which are suitable for the night atmosphere and highlight the corporate cultural connotation, such as flashing rings, spherical electronic watches and colorful light sticks, which make consumers unforgettable, induce consumption and potential consumption, and then show the brand image.
3. Personnel promotion. The enterprise sends promoters to the evening show for on-site promotion, such as introducing to consumers, organizing gifts or other promotional activities, and shopping guide in the evening show supermarket. Promoters should choose young people who are at the age of 18-22, have secondary school education or above, have good temperament, good image and are full of youthful and fashionable atmosphere. Because women have stronger affinity, they should use female promoters. It is necessary to strengthen the training of promoters, improve their etiquette and communication skills, and have strong promotion skills. The promotion fee should be dressing the, and the service should be youthful and beautiful, but not too sexy. It is necessary to strengthen the management of promoters, formulate a reasonable salary and incentive mechanism, and fully mobilize the enthusiasm of promoters.
4. Lucky Award Promotion. Lucky prizes are generated in the form of bidding points, stock toss, ticket lottery, scratch cards, etc. at the night show, and the corresponding gifts are rewarded, with the aim of stimulating consumers' passion for consumption and enhancing brand memory.
5. Price promotion. Price promotion is mainly price reduction promotion. In order to improve the competitive advantage, some brands use reducing the supply price to promote dealers and night shows to improve their enthusiasm for purchasing goods. In order to improve the purchase rate, we can also carry out price reduction promotion for consumers. For example, on Christmas Eve, a brand will reduce the original terminal selling price of 10 yuan/bottle to 4 yuan/bottle at a designated night, and let consumers feast their eyes on it for one night, which has achieved good promotion effect.
Articles related to the plan of beer marketing promotion activities in 2022;
★ Personal Work Plan for Sales in 2022 10
★ Model essay on the activity plan of Dragon Boat Festival in 2022
★ Planning scheme of the March 8th Festival celebration in 2022
★ 30 work summary reports in the first half of 2022
★ Planning Scheme of Creative Activities for Women's Day 2022 (Selected 10)
★ Monthly work summary and plan for next month (General 10)
★ 2022 annual work summary General 15 articles
★ Summary Report of Sales Supervisor 10
★ general manager office's personal summary plan
★ Model essay on beer sales plan (2)