Tiichi
[Part I: Summary of Activities]
Activity theme:
XX Shopping Mall Forever (9) Theme Elements of Service Month Series Activities Theme Description of Opening Preferential Services
The theme highlights the service wish of "serving customers forever" in XX shopping mall (which can be used as the service concept of XX shopping mall). The eternal "long" homophonic in September's "9" is in line with the opening period.
Therefore, September of each year can be determined as XX shopping mall service month, and a series of related activities can be carried out in combination with the annual anniversary.
Alternative theme
Serve customers, make heart to heart closer, win with concessions and sincerity, serve with concessions and sincerity to permanent concessions forever, and serve forever.
Forever (9) months, long service! Long! Long! ……
Theme communication performance
Run through the activities, forming the main performance. Effective interactive interpretation and content communication. All supplies are marked. All the publicity performance. Social influence and word-of-mouth communication.
Overview of activities: scope of activities changji city (mainly)
Activity form
Give priority to preferential activities, and cooperate with the interactive activities related to the 20th anniversary of Changji, Teachers' Day and Mid-Autumn Festival. Basic operating specifications
The specific arrangements are as follows:
It opened on September 6th and cooperated with the 20th anniversary celebration of Changji. On September 10, we will hold the "Blessing Forever (9)" Teacher's Day activity. On September 1 1, the Mid-Autumn Festival "Reunion lasts forever (9)" was held.
Purpose of the activity: background description
Supermarket operation has become a popular format of commodity retail at present.
In changji city, however, this format has not been well developed for a long time. Even when Urumqi's large supermarkets opened in their good hometown, changji city citizens flocked to them. Thus, changji city people's calling mentality for large supermarkets.
Today, the first large-scale and comprehensive supermarket in changji city, XX Shopping Mall, has been born, which is in line with the consumption trend and has great development prospects. On this premise, on the basis of enhancing corporate image, we will strengthen and deepen services, maintain customers with services, and establish the image of "the first brand of Changji Supermarket", which is bound to develop.
At the present stage, it is inevitable, timely and necessary for Jiruixiang Supermarket in the early stage of brand establishment to carry out the opening activities that are deeply rooted in people's hearts. Activity purpose
Enhance image and promote service.
Expected objectives of the activity Our objectives are:
Goal 1: establish the first brand of Changji supermarket industry and the strong brand of Xinjiang supermarket industry.
Goal 2: Through this activity, it will form a continuous echo with the activities related to the National Day, and use the communication effect of the image and the linkage effect of the activity to promote sales.
Goal 3: Strive for the market awareness rate of XX Shopping Mall in Changji to reach over 90% and the purchase rate to reach over 60%.
Activity time: September 6, 2003 6- 10/0.
Suggestion: preferential promotion activities can be carried out from time to time, and price consolidation will be gradually formed by 10.
Venue:
Jiruixiang Supermarket and Its Surrounding Areas
The target of the activity: the description of the characteristics of the shopping citizens in Changji
Has formed the habit of spending in Changji city, and has a keen expectation for supermarket consumption. Appeal element preference and service appeal form and performance guide and promote consumption. Know it with affection, and be moved with heart.
Have a pleasant relationship with them and form a good impression.
[Part II: Layout of Activity Environment and Creation of Atmosphere] General Principles:
Closely combine the theme to form the theme expression. Highlight the sense of grandeur, image communication and visual effect.
The corporate LOGO appears in all publicity materials, and the main publicity materials are marked with the theme of "Jiruixiang Forever (9) Service Month".
Division of labor layout planning: surrounding blocks
Postering of supermarket adjacent streets and urban main roads (article 100).
Publicity on bus layout of trunk lines (50 articles). Publicity of signs near the street corner of supermarkets (20).
Distribution of leaflets for key blocks in commercial concentrated areas (50,000 copies). Outside the supermarket
Outside the door, 50 knives and flags marked with corporate LOGO are displayed. Balloons (8 with vertical marks) are set in front of the door, and large arches 1-2 are set outside the door.
A large-scale theme exhibition board is set up in front of the supermarket to publish the theme of the event and related preferential activities. Giant colored vertical signs (50) are hung in the building, and the door is decorated with balloons and bouquets. In the supermarket
A reception desk clearly marked with corporate LOGO will be set up at the gate to present promotional materials, gifts and souvenirs to the attendees. Welcome guests and shopping guides are set up in the supermarket.
Set up a guide system in the supermarket, and set up 50 signboards that clearly mark the corporate LOGO. The top of the supermarket and the shelves are decorated with balloons and bouquets. POP flag is hung at the top of the supermarket (10000 copies). Theme poster publicity in the supermarket (1000 copies).
A rest room is set up in the relevant area of the supermarket, staffed with service personnel and distributed with gifts and promotional materials.
Specially set up "Forever (9) service personnel" to provide on-site service. The service personnel dressing the and Pi ribbon "Jiruixiang Supermarket Forever (9) Service Month".
Set up business publicity desks at relevant positions in the supermarket to display related gifts, promotional materials, souvenirs and provide consulting services. Publicity of theme display boards in supermarkets (10 block)
Distribute sun hats, handbags and other supplies printed with the logo of Jiruixiang Supermarket to participating customers. Distribution of on-site leaflets.
[Part III: Activity Implementation Plan] On the morning of September 6th: Opening Ceremony.
The colorful opening ceremony was grand and happy music sounded.
A number of inflatable balloons are set up, and heart-shaped colored petals (or colored paper) and winning cards are built in. When the balloons rise to a certain height, they explode, and the colored petals (or colored paper) and winning cards fall in the air.
Or: scatter colored petals (or colored paper) and winning cards from high altitude.
The specific content of the program is in line with the 20th anniversary celebration of Changji (organized and prepared by Ji Ruixiang)-news promotion.
Games (suggestions); 1, love to fight will win.
In the imposition game, participants can get souvenirs clearly marked with corporate LOGO. The imposition clearly indicates the corporate LOGO and the words "serve customers forever". Time game, the winner with the shortest time will be rewarded. 2. Soul mates are composed of two people.
Stand aside, blindfolded (or hooded), and the host will disturb their order first. Then, start looking. All participating customers can get souvenirs clearly marked with corporate LOGO. The group found correctly within a limited time (5 minutes) will be rewarded.
September 10 "Blessing Forever (9)" Teacher's Day is a special preferential activity for teachers. Gifts to teachers:
Send (or send) gifts and greeting cards to teachers.
Contact the students' union of relevant schools and provide them with certain gifts, which will organize students to present gifts to teachers in class (Ji Ruixiang will supervise)-conduct news publicity.
September 1 1 Mid-Autumn Festival activities "Reunion lasts forever (9)" September 6-10, "Mooncake Street" activities.
Choose a main street near the supermarket area to carry out this activity, organize mooncake merchants in the supermarket and invite other mooncake merchants to participate in the establishment of an arch at the entrance of the street, and set up a reception desk at the street corner marked "Mooncake Street in XX Shopping Mall"
Posters are hung in the street (50)
There is a special lounge for Jiruixiang supermarket promotional materials and moon cake promotional materials at the relevant sales points, providing free moon cakes and related promotional materials for preferential sale.
On September 1 1 day, the Mid-Autumn Festival "Reunion lasts forever (9)" invited lonely old people and orphans to visit the mooncake street and give them mooncakes. Spend Mid-Autumn Festival with the Lonely Old People and Orphans-Related News Reports
Other promotional activities
Shopping full of 200 yuan newspaper fees (Ji Ruixiang organization)
[Part IV: Activities Promotion and Coordination]
Publicity theme:
XX Shopping Mall Forever (9) Service Month
Publicity stage division:
Pre-event publicity time of the first stage: September -5, 2003.
Publicity form: inform the publicity content:
Communication activities will be held soon. Information transmission elements: corporate image of XX shopping mall, service concept of XX shopping mall, theme and content of the activity, time and place of the activity, media arrangement:
Mainly newspaper media and DM.
The specific newspaper media are the layout of Changji Commercial Information, Meihe Commercial Information and Changji Daily 1/2. Operation steps: DM*** 50,000 copies are publicized through three channels: A, sending B by sub-districts, inserting C into newspapers, and mailing newspapers.
1, 3, 5, Urban Consumption Morning News Changji Business Situation 1, Meihe Business Situation, 2, 4, Changji Daily
Publicity time after the second phase of activities:
September, 2003 1 1-20 publicity form: publicity content in soft text: information transmission elements: theme and content of the event, corporate image of XX shopping mall.
Promotion of service concept and preferential activities in XX shopping mall
The service to customers (specific performance, customer feedback, relevant examples, etc.) in XX Shopping Mall:
The opening of the first large-scale comprehensive supermarket in Changji
Serving customers with concessions and sincerity-Sidenotes on the opening of Changji XX Shopping Mall, Serving customers and bringing hearts closer, and XX Shopping Mall, winning with concessions and sincerity.
"Forever (September): Commitment to Forever, Service to Forever" ... Media arrangement: Operation and implementation of Urban Consumption Morning News and Changji Daily: it is expected that each newspaper will have 1-2 articles.
Publicity performance: the theme of corporate image service activities
[Part V: Consolidation of Activity Effect (omitted)]
[Part VI: Activity Cost Budget (omitted)]
Pianji
1. [Foreword] Binghe Department Store is the first commercial project in Xuanhan County built by Chongqing Binghe Commercial Management Co., Ltd.. The first phase of the project covers an area of 1 10,000 square meters and has four floors. It is a comprehensive shopping mall integrating comprehensive department stores, special food and children's amusement. Adhering to the corporate tenet of "people-oriented, honest and pragmatic, innovative and enterprising, and win-win cooperation", the company has created the business philosophy of "no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me." Therefore, how to attract the middle-end consumers, how to match the activity situation and content with the middle-end positioning of shopping malls and the consumption patterns of middle-end consumers has become this activity. In the planning process, we focus on the organic combination of opening ceremony, promotion activities and establishing the middle-end image of the mall; The theme of the event is as artistic as possible "pulling the tiger skin to make a banner", diluting the commercial purpose of the promotion, making the event closer to the target consumers and more impressing the target consumers. From the theme style in the previous advertising and activities, we have considered all aspects from the positioning of specific consumer groups. In the process of activities, the time should not be too long, just grand and atmospheric.
II. [Activity Theme]
Opening ceremony
Iii. [Activity Style]
Grand atmosphere
IV. [Purpose of Activity]
(1) Show the brand image of Bing and department stores to all walks of life, and improve the visibility and influence of Chongqing Bing and Company;
(2) Shaping the brand-new image of the first mid-range shopping mall in Xuanhan County; Shaping the fashion atmosphere of soldiers and department stores;
(3) Opening celebration activities, opening up various horizontal and vertical promotion channels, and launching promotion during the May Day holiday to lay a good promotion foundation and a good social foundation.
V. [Advertising]
Pre-publicity
1. Five days before its opening, it launched publicity campaigns in Dazhou Daily, XX Evening News, XX Advertising, XX TV and XX Radio respectively; Effectively target the mid-range target consumers.
2. Late advertising
Within 5 days after the opening, we will launch further publicity campaigns in Dazhou Daily, XX Evening News, XX Advertising, XX TV, XX Radio and other media to attract the attention of target consumers and arouse their purchasing desire and awareness.
VI. [Activity Procedure]
The ceremony officially started at XX:XX am on May 1 xxxx.
Xx: xx plays the welcome song.
Xx: XX military band, prestige gongs and drums began to play alternately. The host introduced soldiers and department stores to create the business management concept of "people have no me, people have my superiority, people are superior to me, and people are special to me", and the contents of opening promotion activities to mobilize the atmosphere at the scene, attract the attention of guests and customers and gather popularity.
Xx: XX announced the official opening of the business, with salute, flying balloons, colorful confetti and a ceremony. The host announced the official opening of business. Consumers can enter the market to shop.
XX: XX activities enter performances and related interactive activities.
XX: XX The whole activity is over.
VII. [Arrangement of the Meeting Place]
The site layout is combined with the theme of the opening ceremony, striving to be "careful, meticulous, earnest and comprehensive". ★ Opening ceremony site: Folk Song Square.
Site layout of required materials
[congratulations]
L, quantity: x;
2. Specifications:
3. Content: Congratulations from all merchants and cooperative units.
4. Layout: Plaza building (lanterns, flags, flower baskets)
[Salute ]8 doors, each with 6 rings ***48 rings.
[Fireworks ]88 rounds x 100 ring
[firecrackers] 10/00000 ring
Arrangement: fire guns at the opening ceremony
Make the whole venue look grand and peaceful, and increase the atmosphere of the opening ceremony.
[High-altitude balloon]
L, quantity: 6
2, specifications: balloon diameter 3 meters.
3. Contents: Congratulation and celebration words
4. Layout: Above the site and the main venue.
[Inflatable Watch Arch]
1, quantity: 2 seats
2, material: PVC
3. Layout: East and West of the main venue 1 seat.
[Inflatable cross-street dragon arch]
1, quantity: 8 seats
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2. Layout:
3、
[T-stage]
1, quantity: l seats:
2. Materials: steel pipes, wooden boards and red carpets.
[red carpet]
Quantity: 60 square meters, highlighting the main venue and adding festive atmosphere.
Atmosphere building
[military band]
Number of people: 30
During the welcome and the ceremony, various welcome songs and warm celebration music were played to make the ceremony look grand.
[prestige gongs and drums team]
Number of people: 30
During the celebration, various warm, exciting and festive gongs and drums performances were performed, reflecting local characteristics.
[male host] 1 person
1, introduce the development of Chongqing Binghe Company, the scale and business philosophy of Binghe department stores and
Rules of activities for offering preferential rewards for opening a business.
2, mobilize the atmosphere at the scene
[sound]
1, quantity: l sets
2. Description: Major
3. Location: Main venue
4. Media cooperation (omitted)
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VIII. [Postscript]
1. The activities in this draft are tentative, and the omissions and other unfinished matters in the plan may not be reflected in this case because of the time problem or the need for more in-depth communication and discussion with the organizer.
2. Under normal circumstances, the opening date should be chosen as a legal rest day for guests and consumers to attend, and the organizer's current time of May 1 day is just Thursday, so it is recommended to make a decision.
3. We attach great importance to the planning and hosting of this event, hoping to make this celebration a complete success through in-depth communication and cooperation with the organizers-achieving good promotion benefits, extensive and lasting social benefits and news benefits.