On June/KOOC-0/65438+/KOOC-0/October/KOOC-0/February-25th, xxxx, a large-scale promotion activity for the 7th anniversary was held. Due to the favorable conditions, favorable geographical conditions and favorable people, coupled with attractive seasonal commodities and promotional activities, the overall effect is good, leaving a good teaching material for our future work.

The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed.

In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.

In terms of commodities, with the seasonal promotion activities of "fresh stimulation, only 1 day" and "crazy bargain hunting", the purpose of charging with the overall news and using commodities to stimulate popularity and sales volume has been achieved. Coupled with the store's display cooperation, on-site promotion. The seventh anniversary broadcast draft we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying and promoting. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.

The seventh anniversary party pushed the whole seventh anniversary to a climax. The performance of each store is remarkable, and the invitation of suppliers has raised our company's corporate culture and business philosophy to a new height. The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening.

We also have certain advantages in weather, geography, people and society. At the beginning of the seventh anniversary activity, the weather suddenly turned cold, which made the seasonal goods in the original newsletter plan hot. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well?

However, in the process of planning, organizing and controlling the activities, there are still many shortcomings: in the middle of this seventh anniversary activity, some work in promotion plans, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review:

1. Some promotional activities were aborted because suppliers could not be found.

2. Unfortunately, the supervision form has not been implemented.

3. The on-site enforcement of the store is not strong enough.

4. The timely follow-up audit of the mall was not completed.

5. The unreasonable manpower arrangement of the store leads to the failure to give full play to this single activity.

6. Unfortunately, the development and procurement of new/sensitive commodities have not been fully implemented.

7. In the seventh anniversary activities, the store has obvious shortcomings in the creative display of some products, which need to be improved.

8. In the seventh anniversary merchandise activity, the store did not do a good job in on-site promotion, sometimes, sometimes not, and did not thoroughly train and track the on-site promotion personnel, resulting in the feedback of some consumers not being collected and unable to be used for reference in future work.

9. During the seventh anniversary activities, the popularity of stores rose sharply, and they went up for sale, but the hygiene work was not followed up in time, resulting in unsatisfactory hygiene at the stores and their doors, like garbage dumps.

During the seventh anniversary of 10, some sensitive goods were seriously out of stock, which affected consumers' shopping mood and was a commercial ban. We must seriously reflect! In short, any work should be constantly summarized and reviewed in order to do a good job in the next newsletter. We hope to make the whole short message marketing plan better and implement it better in the future.

Summary 2: Large building materials

Through half a month's preparation and three days' continuous efforts, this activity is among the best in both sales and orders. Whether it is the market, peers or consumers, they have won a good reputation, exceeded the expected sales, and achieved the role of enhancing team confidence and morale.

In view of the promotion and improvement of the next stage of work, and strive to make progress in every activity, I hereby sum up my experience for your discussion and study, and hope that you can learn from it.

This summary is divided into three stages according to the time span: preparation stage, promotion stage and closing stage.

First, the preparation stage.

Generally speaking, the preparation stage is a bit hasty, a little more detailed than other brands. At this stage, we will try to explain the achievements and shortcomings of this promotion from the aspects of (community, decoration city, storefront)-outer circle, (publicity, network)-online, (personnel, materials, price, products)-inner circle, offline and so on.

Community level:

At the beginning of the month, there will be a large-scale event at the end of the month. Continuous tracking was carried out in the middle. From the scene, it is difficult to define the effect. But this awareness of storing customers in advance should be established; (The promotion of community activities is not obvious, the follow-up foundation needs to be improved, the network organization should keep up, the model house should be established, and the designer woodworking channel should be reserved in advance.

Decorative city level:

Decorative city level is mainly aimed at the main venue of the event, and two kinds are prepared: one is wear-resistant winged beans, and the other is stylized antique Fraxinus mandshurica. Not only the paving effect of the atmosphere, the trampling experience on the spot, but also the introduction of this activity (accidentally bumped into it, originally the shop used inkjet printing. The decorative city was not allowed to be used, so it was put into the venue, forming a very atmospheric "tent" with the theme of activities. On the one hand, it also shows that the preparations for the decoration city are relatively lacking. On the other hand, some things have not been communicated well in advance, and there is no good communication about where to use and where not to use the decorative city. Those materials can be borrowed, and they must be self-provided and difficult to communicate with. Many chairs and tablecloths can be used, so there is no need to buy them yourself. In addition, easels, X-shaped frames, environmental protection bags, folding tables, orderly wood carvings, pens, etc. are properly arranged in the whole venue, and the atmosphere complements the surroundings. Communicate with the decoration city in advance to realize the goal of arranging the experience area next to the T-stage of the main venue.

(Disadvantages: there are no scattered samples after laying, and there are no certain series of colors and patterns; Special price stickers, price stickers, and later made up; The bottled water that the on-site personnel drank was later replenished; The chair is not fully prepared; There is no signature desk, and the formality is not enough; )

Store level:

The single-pressing activity plays a great role in promoting the climax of the activity. Especially two days before the event, all staff should be trained in the event first, and attention should be paid to details when interpreting the content of the event;

Secondly, the image of the store has changed a lot (the cleanliness has been greatly improved). The price labels are all unified, the special price labels are all unified, the X-frame layout is in place, and the easels, gifts (wood carvings, silk quilts, environmental protection bags), shop banners, floor stickers, outdoor small inkjet printing, DM single pages in the store, flag hanging, sample display and photo album display are all in place. (you can also strengthen the layout, such as adding banners to the balloon arch; Welcome guests, fruits and other foods, small gifts into the store; Also, prepare several big empty boxes and paste large "gifts" or "prizes" on the empty boxes with brush. If yellow characters are printed on a red background, the font size should be at least1m *1m. )

Publicity level:

The publicity level includes newspaper soft articles, short message platforms and the following network platforms (mentioned separately). Newspaper soft articles should be sent half a month in advance, only one week in advance; The SMS platform should be sent one week in advance, this time only one day in advance (content: now you can save * * * yuan m2 by buying the floor! The first-class longan is * * * yuan ... The annual price limit signed by the president is only three days * * * * Date * * * XXX Decoration City Store Tel 00000000); Other networks have no key support, and other media have no key support. In the outer circle of the whole decoration city, there are no arches, banners, colorful flags, knife flags and other forms and corresponding stickers, and the terminal interception outside the decoration city is insufficient.

The president signed a contract and related activities to win some resources in the market;

Network level:

For this activity, there is no publicity, and there is still a lack of understanding of QQ groups in various communities. Soft and hard writing needs to be improved. Lack of talents in charge of network promotion. (The next step is to give * * * detailed training. A person's hair is limited, so a strict employment mechanism must be established and tracked by the store. You can refer to a website or something. )

Personnel level:

The overall staff is relatively sufficient.

(XXX, XXX, XXX/in charge of the store), (XXX, XXX/in charge of the venue), and 2 temporary promoters (in charge of intercepting the people entering the venue). (participants don't have a thorough understanding of materials and prices; Pro-promotion has no formal training and lacks understanding of activities. The number of people can be increased to 5, with 1 person at the door responsible for image display, 2 people in charge of interception on the third floor, 2 people in the store responsible for reception, introduction and image display, and 5 people forming a road map; Be sure to enhance the interception ability of personnel, and add 3 to 5 more placards in the market if possible. Some businesses use body painting to attract attention. )

Material preparation:

Material preparation, including the support of factory special price board (modified board), the support of gifts on the day of the event (half price), samples and so on. Factory, strengthen * *, strong support; Solid wood from * * * longan * * round beans, * * wings beans all reflect the full preparation of this material. In terms of color, there are light ash trees, light reinforcing plates, neutral peach trees and dark round beans. In terms of specifications, there are short-board plaid wood, DM plates made of other materials, flags, X exhibition stands, easels, floor stickers, ink paintings, wood carvings, umbrellas, cups, silk quilts and so on. , are relatively complete.

Price level:

The key to the success of this activity is the price. As a promotional activity, price is an important reason for buying. Pay attention to several points in price;

First of all, you can determine a special board as the market, which is made by other brands, and the price must be the lowest. Even if it's a stunt, we should make the best use of it. Although this purpose is not necessarily to attract people's attention, customers may be aiming at this price reduction.

Secondly, the strength of the same activity brand represents the strength of an enterprise. If it is not the first one, don't have the same materials as other brands, otherwise it will only have negative effects and provide consumers with a goal as a reference (* * * and * * have made our reference and played a great reference role in our activities);

Thirdly, referring to the basic consumption gradient of the whole decoration city, we can judge the consumption power of most consumer groups. We can customize unique products (special price board, modified board, etc.). ) According to this information. For example, the consumer group of * * * Decoration City is medium, so at the medium price, some materials can be specially studied.

(Price changes are often static, which is an important part of lagging market information, such as * * * * longan * * yuan, so-and-so * * * yuan, which is obviously used to set off so-and-so yuan. This example reminds us that market personnel must have certain flexible coping ability, be able to dynamically grasp the whole market trend and adjust the market and countermeasures at any time. This requires a flexible decision-making process during the special promotion period. )

Product level:

The placement and display of products, the selection of colors, the customization of specifications and the unification of packaging, some defective products should be prepared in advance (don't make customers dissatisfied with the original products because of the damage of models). On the special price board, we should consider different colors to meet consumers of different ages. When we don't care much about specifications, we can use more modified boards. First-class products on packaging are an important factor to convince consumers; The small A on the back is also a key step for our success in this promotion. Furthermore, product certification marks and authoritative certification marks are also a good hard indicator to win consumer recognition.

The following are the technical selling points of the product. At this time, many technical selling points can be enlarged. (There are not enough samples, and many of them are out of stock; There are many products that are not sampled at all, resulting in many products that can be produced and cannot be sold; To do this, you can make a sample presentation manual.

Second, the promotion stage

The promotion stage is mainly the process of terminal interception, store shopping guide, on-site publicity and dynamic adjustment.

Terminal box:

Mainly for temporary promoters, the trend of people flow in the market is influenced by certain human factors. Terminal interception can strengthen the frequency of consumers entering the store to learn about products and further improve the signing rate. As a key factor at a critical moment, temporary promotion is more important than dumb advertising. Temporary sponsors can arrange at fixed points and always use a fixed group to avoid all kinds of complicated situations. Reduce the accumulated personnel training cost, time cost and other costs.

This activity, pro-promotion without dressing the, a person dressed too casually (shorts, T-shirt, unkempt hair image). These are forbidden clothes unless all the girls wear the same shorts and T-shirts. )

Shop shopping guide:

The most important point of storefront shopping guide is to control the whole product and price system. Be sure to know the minimum and always take the initiative.

Considering the overall communication, shopping guide and community promotion activities should focus on "* * * * * * * * *". Paint shopping guide (first of all, you can understand the floor from two aspects. First, the front, that is, the product itself; One is the side, that is, enterprise information. On the positive side, the product depends on the details. The materials are imported from abroad, so it is necessary to understand the materials, such as high cost performance and stable performance, but they are not the main reasons for the differences between brands. A floor has a paint surface, a craft and a blank. Let me talk about this process first. You can look at the paint in the light to see if it is flat. Look at the front to see if there is any defect. Hold it in your hand and feel the floor. Then, slotting technology is the most advanced. Generally, the floor is distributed in thickness, 6,6,6. This has not taken into account the stress of the floor, nor the secondary use of the floor.

Next, look at the signs and boards on the back of the floor. We can guarantee that all of them are first-class products, and there is a big difference between first-class products and qualified products. You can bring a sample then, and when the goods arrive home, you can compare them and see if they are what you see. We can guarantee that.

Then there are specifications. The specifications are different and the prices are different. Although the laying has always been calculated by the square, when purchasing, this is charged according to the specifications. So you can also use some unconventional boards.

Here's the key, paint. A floor is now painted with as many as 20 layers and as few as 6 layers. You can also brush and apply several layers yourself. However, after research, it is found that the number of paint layers leads to the easy collapse and cracking of paint surfaces. Once there are special circumstances, the key is accidentally dropped, which can "disfigure" the whole floor. However, there are few paint layers, and many functions cannot be exerted. According to the three characteristics of coating surface: permeability, flexibility and adhesion, three kinds of coatings were developed, namely, flexible ion coating, tough adhesion coating and maintenance wear-resistant coating. In addition, high-temperature curing and high-frequency radiation form a dense three-dimensional network structure, which is beyond the reach of ordinary floor paint.

Furthermore, the shopping guide should pay attention to the needs of consumers. What they are most concerned about in each transaction factor is the brand? Price? After sale? A promotion? Or the shopping guide itself? Or the shopping environment? Wait, these factors should be consciously concerned. Then, master a regular thing and classify all types of customers by yourself. Be targeted.

Finally, as a shrewd shopping guide, you should learn to establish a general relationship with your competitors. You can enter the competitor's "site" at any time to know the sales volume of competitors, and at the same time, you can let them know the sales volume of this brand and get to know each other. Conducive to temporary changes in tactics. According to the dynamics and trends of the whole market, analyze the current market demand or the current demand. Pay attention to the flow of people when selling. Learn "walking management". When you are free in the middle, go to other stores to learn about them, study their attractive ways, and make free plans according to the changes on the spot.

This is a set of patterns, which may only be suitable for one person. As a smart shopping guide, you will learn from the middle, take out the most useful things for you and form your own style. )

Create momentum on the spot:

On-site publicity is not only for customers, but also for peers and the market. Appropriate publicity can shock peers and win positive and favorable resources in the market.

Create momentum with placards: at the event site, three or five people walk around the market with placards, which can remind other potential customers in the market, pay attention to other types of market personnel and pay attention to market personnel. Requirements, placard personnel, can uniform clothing, full of spirit, correct attitude, neat formation, each team requires a team leader, slightly adjust their formation players, and the salary of the team leader should be expressed accordingly.

I didn't find many part-time jobs and didn't do placard activities.

Create a momentum. Create momentum for vision and hearing: electronic screens and corporate advertising films, and appropriate electronic screens for corporate promotional films can give consumers different consumption environments. The electronic screen must be luminous, not swimming. There can be two speakers outside the corporate propaganda film, and the sound in the store is moderate.

There is no corporate promotional film during the event, which is optional, depending on the attitude of dealers around the country.

Make power in three peripheral areas: knife flags, colorful flags, arches, balloons, banners, umbrellas and advertising shirts. These are weapons that make power outside the stadium. In order to promote sales, balloons, banners and arches can use certain activities such as "Longan * * *", which means to inform consumers that the intensity of our activities will actually attract consumers' attention to this activity.

This activity didn't make flags and colorful flags, didn't think of banners and balloons, and made too few umbrellas. As for the memorial archway, you can make a banner, but it's useless. Advertising shirts are mostly used internally. It didn't help much.

Create motivation. Create momentum for on-site activities: some activities need to be communicated with the market in advance, but they are often announced by the market broadcast halfway. "So-and-so floor, limited one-hour limited promotion, everyone who enters the store can get a beautiful gift, and those who set the specified time can enjoy ultra-low prices. . . "The purpose is to attract the attention of consumers present, and it is also a blow to other peers. Note that every time you communicate in advance, you must "buy out". This activity can only be done by one family. (Or draw a lottery, "In view of the large number of customers supporting this promotion, 1 lucky customers will enjoy it for free, so please pay attention to this activity on XXX floor! Thank you for your support. " Through other means, let consumers feel the fun and benefits of the activity. )

This activity is not prepared, and other activities can be used for reference.

Dynamic adjustment:

Policy developments:

Some points should be paid attention to in dynamic adjustment: apply for some decision-making power in advance, and give some products room to advance and retreat. Prepare emergency plans and materials, and prepare corresponding materials for all possible changes. For example, if the price is not the lowest gimmick, you can make appropriate changes in the price part such as X box, or directly inform the site with white paper to adjust the trend of the site at any time.

In this activity, other brands did not respond to one of our low prices, indicating that many policy mechanisms have not been adjusted. Another failed case is * * * (enterprise name), as a highlight of this activity, 1 yuan auction. But because there was no policy adjustment, they took an antique ash wood as an activity in the original plan, and they said the original price was * * * *. One yuan started, and was finally raised to 280 by the nursery, and no one woke up. The reason is that many people see our special price of 298, and the board is not worse than them.

Another case is * * *. The longan on their X stage is * * * yuan, which is obviously higher than ours. From the price alone, customers should understand that our efforts are even greater. They also made a dynamic understanding of the market, but they didn't do anything else except laying floor samples, and the feedback mechanism and dynamic management were insufficient.

Personnel dynamics:

For some temporary promotion, according to the on-site activities, it is necessary to prepare more than twice as many people, and recruit half of the elite after training. According to the field situation, screening. For example, if you need five students at a time, you need to recruit 12 students. 12 students, 7 students are identified and 2 students are reserved. If it is less, you can inform reinforcements in time. If there are more, inform them of the number of people the next day on the same day and dynamically manage the personnel.

There are only two people in this promotion, which is slightly insufficient. There are not many cases involved, and the preliminary preparations are not in place.

Material dynamics:

According to the on-site performance, some materials are worth learning and not difficult to use, so they should be supplemented in time. For those who have failed among their peers, remember not to repeat the same mistakes. Every activity site should be archived, leaving pictures for other regions to copy and learn from, providing a good way for future promotion.

Third, the final stage.

At the end stage, besides summarizing the activities in time, there are plans for the next activities. After the activity, we can grasp the advantages and disadvantages of this activity, consciously grasp the law of each promotion, and gradually form our own style.

Timely summary:

Ask all participants to discuss the pros and cons of this activity (each group forms a plan, for example, it may take half an hour to explain what can be improved and what needs not to be done in this activity, and a representative will make a concluding speech, after which he can get off work on time. The shopping guide team will spend half an hour explaining their suggestions and personal feelings, then other participants will express their opinions, and finally the person in charge will make a summary.

All summaries, except temporary promotion, are submitted to the marketing center in written form as an important source of information for market feedback (as mentioned in the previous section, there are many pictures to be kept).

This activity was summed up in time. Pro-promotion has never been done, nor has it been done as a distributor, which is a deficiency.

Message 1:

My information includes me in the picture, me in the text, the arrangement of information and so on. Especially after the activity, report it in time. If it is successful, it will further enhance everyone's confidence in continuing their work. If it is unsuccessful, summing up experience and lessons in time can stimulate their fighting spirit. Especially as a part of network promotion, timely promotion after success has many advantages, such as demoralizing competitors and so on.

Plan in time:

After one activity is over, another new activity begins. In addition to doing activities according to the annual plan, we should also consider the information obtained from this activity. For example, this activity may be prominent in a community, so our next activity can be done in this community. What is the possibility? We need to investigate and analyze it.

abstract

At present, many enterprises only pay attention to the plan, ignore the summary and evaluation, and take the sales volume as the final index when facing the promotion activities; The lower class only pays attention to achievements and lacks the courage to face up to shortcomings. Many schemes are so empirical that problems and shortcomings will be passed down from generation to generation.

In order to get better every time, sum up every activity in time and constantly improve ourselves, then we will move from "experience" to systematic management. When a company relies on institutions and systems to promote its own progress, then it is possible for the company to get out of the crisis caused by "brain drain".

Summary 3: convenience store

Due to the limited product access at present, the promotion activities of convenience stores have always been the focus of work. Convenience is the first principle of convenience stores, and creatively satisfying consumers' "immediate needs" is the basic operating principle of convenience stores. Promotion activities have a lot to do with their own management, target groups and consumption habits. Generally speaking, the effect of their activities has the most direct relationship with the way of activities, promotion, in-store publicity, product display and clerk recommendation. Specifically:

1, active mode. There are generally three kinds of CVS activities, namely, the promotion of new products/new packages/formulas (such as the initial listing of 7- 1 1), the promotion of sales performance (special price) and the overall cooperation of channel activities (such as giving stars a box of tickets). Different purposes determine different activities, but at present, the activities of convenience stores mainly include the following categories:

A. Special promotion of single products: it is most helpful to expand the trial group, promote products and boost sales in a short time, but the promotion efforts must be controlled.

B, one yuan plus one or two special prices: it has obvious effect on sales, but it is mainly suitable for old products (unified green tea, etc.). ) or brand extension products with strong brand influence (c lemon and double grapes from Minute Maid are listed).

C, send extra high-value gifts at higher prices: it has a good effect on building the brand, but the sales volume is not necessarily large;

D, package (cross-industry joint): Generally speaking, it is a combination of eating and drinking, which is very good, with the focus on proper publicity;

E, scraping prizes and other similar activities: there are big loopholes in implementation, and many systems no longer award prizes.

2. Promotion strength: The promotion activities of convenience stores are all single big specials (often discounted to half of the normal retail price), followed by an extra one-yuan package promotion, or a second half price or two specials. Promotion strength determines the promotion effect to a certain extent, so it is very important to confirm the estimated sales volume and profit and loss under different promotion strength, and then confirm what kind of promotion strength to carry out.

3. In-store publicity: In-store publicity methods mainly include door posters, DM sheets, shop assistants' introduction, shelf display, cashier display, indoor and outdoor extra advertisements, etc. On the whole, the way of effect is to set up a clerk reward, go to the front page of DM sheet, and the clerk puts the product at the cashier to directly recommend sales. Of course, the activity arrangement must be confirmed by the convenience store to avoid unnecessary trouble.

4. Product display: multiple display spaces, the effectiveness of display spaces and the number of display surfaces are very important. For example, convenience stores often have three or four exhibition spaces, including refrigerators, shelf end racks, cooperative shelves of manufacturers, and checkout counters. The unified frozen milk activity will have 4-6 exhibition surfaces ... The overall effect is of course self-evident.

5. Introduction of shop assistants: Finally, the promotion activities of convenience stores are combined with the cases of shop assistants' rewards, such as performance ranking rewards, event product display rewards, event notification and arrangement rewards, etc. Only in this way can we promote the enthusiasm of the shop assistants and improve the sales effect of the activities.

The above, should only be some fur of convenience store promotion activities, to sum up, for their own thinking, for passers-by reference.