I. Activity time: 202 1 year 1 year x day 202 1 year/year x day.
Second, the venue of the event
Xx jewelry stores all over the country.
Third, the theme of the event
xxx .
Four. Background and purpose of the activity
With the popularity of the TV series "xx" starring xx jewelry image spokesperson and movie star xx, people have more and more discussions about marriage. These discussions finally focused on tolerance and trust in marriage. It is generally believed that the reason why marriage can't last long is that both parties are not trusting and tolerant enough.
Diamonds are eternal. Linking the eternity of diamonds with the eternity of marriage constitutes the emotional theme of our brand-new xx series diamond ornaments, and also constitutes the emotional appeal point of this promotion. We use xx diamonds with permanent emotional connotation to guarantee people's long-term marriage in the form of signing contracts. We link diamonds with marriage through xx's propaganda point, and gradually form a diamond consumption culture that is in line with international standards. This is also a pioneering work of industry sales methods and consumption culture, which has expanded the popularity and reputation of xx jewelry in the hearts of consumers and the jewelry industry.
Verb (abbreviation of verb) activity form
1, activity content.
(1)x-year contract: We signed a contract to ensure that all customers who buy xx jewelry and new series of diamonds will have a sweet love and a happy marriage in the next X-year period, and we will keep a happy marriage contract with our customers.
If the customer divorces within X years after purchase, the original money can be refunded with the divorce certificate (provided that the diamond ornaments are intact).
(2) Hold hands for X years.
Couples who remain together for X years after signing the contract will get exquisite wedding commemorative jewelry sent by xx jewelry, wedding anniversary will be blessed by xx jewelry and exquisite gifts, and they can often participate in various networking activities held by xx jewelry, and so on.
2. create publicity.
(1) 2021165438+1October X (New Year's Day) has the theme of xx, and it will be reported in the form of news about X days after the event starts, in order to promote the momentum.
(2) During the event, we can advertise the event on TV stations from time to time, or we can advertise the significance of the event, details of participation, addresses and telephone numbers of specialty stores/counters in various places in the form of subtitles during the prime time of TV stations.
2. Theme Scheme of Double Eleven Jewelry Activities 202 1
First, the theme of the event xx.
Second, the content of the activity
(1) If you buy X jewelry, you can get X for more RMB.
(2) Buy xx jewelry and give xx RMB or more.
(3) buy xxx jewelry and give xxx RMB or more.
Third, in-store auxiliary activities
(1) Give xx cash coupons when shopping.
Activity form: Any customer who intends to spend money can give a cash coupon of xx yuan before the consumer buys it to promote sales.
(2) "guess".
Activity form: set up billboards at the door, and update xx prize-winning quiz questions daily, mainly about jewelry knowledge of xx store, until X questions are answered every day. During the activity, each person is limited to answer one question, and the exhibition board marks the answered and unanswered questions every day.
(3) the manager's privilege counter.
Activity form: select promotional items and put them on the store manager's privileged counter for obvious signs. Only the store manager can sell it at a 20% discount with the authorization of the store manager.
Unified caliber: store manager's privileged counter goods, quarterly franchise promotion, limited sales.
Fourth, publicity.
Xx graphic desk, DM sheet, magazine: (Aishang magazine), all store layouts in xx city (columns, big banners, advertising spaces in the south building, TV content in the window, door display stand, newsstand in the building), promotion of four-store linkage X display stand, mobile phone short messages, and elevator advertisements in the community.
Verb (abbreviation for verb) Activity time and place
Activity time: x month x day x month x day.
The event was held in all stores of xx Jewelry.
3. Theme Scheme of Double Eleven Jewelry Activities 202 1
First, the theme of the activity is to hold hands with xx for life.
Second, the activity time
1 1 month x 1 1 month x day.
III. Contents of activities
Yellow platinum:
Gold and platinum consumption is full 1500 to send diamonds to 77 yuan.
Gold and platinum will be given to 177 yuan diamond when the consumption exceeds 3,000 yuan.
Gold and platinum cost more than 4500 yuan to send 277 yuan diamonds.
And so on.
Silver ornaments:
Xx silver jewelry is 10% off.
Diamond jewelry:
Choose a series of products, always name them together and prepare wedding souvenirs.
1, meet xx for a lifetime
Anyone who buys eternal diamond products together can get a wedding gift worth 288 yuan from xx Silver House.
2, meet xx seven-year itch
Anyone who buys eternal diamond products together can get a wedding anniversary gift worth 588 yuan from xx Silver House.
You buy diamond ornaments, I will give you gold.
Where to buy diamond products:
Those who actually pay 20 19 yuan will be given a red rope bracelet with thousands of gold beads. The knitting fee is extra.
If you really pay 5000 yuan, you can get two bracelets of red rope and thousands of gold transfer beads. The knitting fee is extra.
The actual payment is more than 8000 yuan, and three bracelets with red rope and thousands of gold beads are presented. The knitting fee is extra.
4, xx diamond specials
Tanabata Valentine's Day, featured two kinds of diamond ornaments, with a special price of 7.7%.
Fourth, activity preparation
1, store layout, store door with pink heart-shaped arch.
2, gift customization, with the wedding anniversary, eternity as the theme.
3. Activity promotion: you can send text messages in the early stage of the activity.
4. Online publicity: Changde Forum, the same city trading network and other publicity.
5, DM single publicity.
4. Theme Scheme of Double Eleven Jewelry Activities 202 1
I. Purpose of the event In 20021year, the jewelry market was generally depressed and partially active. The rising gold price has reduced the market heat. The same is true of the price war based on discount, which ignores the construction and maintenance of the brand. As a leader in the industry, xx Jewelry once again made a strong effort during the Spring Festival, bringing benefits to the market and bringing good news to consumers.
Xx jewelry pursues quality, deduces classics and leads fashion. The purpose of this planning activity is to increase the sales volume and sales volume of the company's products, strengthen brand awareness and reputation, and also to launch some new products.
Second, the active object.
Sun Tzu's Art of War says that all soldiers will win by coincidence and accident. Concentrate superior strength, focus on breakthroughs, and choose key markets for holiday marketing.
1. Activity target: 18-35-year-old fashion group who pursues perfection and personality expression and has spending power.
3. The main targets of promotion: professional women and professional men. Pay attention to craft, pursue fashion and brand; Have a desire for jewelry.
4. Secondary promotion target: pay attention to decoration and care about quality and service.
Third, the theme of the event
1, determine the theme of the activity.
Our theme is: price concessions+lottery+service promotion.
Price discount: according to the actual value of the product plus a reasonable profit (x%), divide the result by its corresponding discount point, and the final figure is used as the product pricing. Click on the Geely number for the discount: 18 discount, 68 discount and 48 discount.
Lottery: See the activity mode for specific forms.
Service promotion: continue to publicize and launch the company's after-sales service. It can be summarized as eight aspects: service guarantee, quality guarantee, exchange guarantee (equivalent exchange in different places), purity guarantee, weight guarantee, maintenance guarantee, scale guarantee, cleanliness guarantee and renovation guarantee.
2. The theme of packaging activities.
After determining the theme, we should try our best to be artistic, downplay the commercial purpose of promotion, and make the activities closer to consumers and more touching them. This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive.
The theme of this promotion is to highlight this theme in the setting of the whole store environment in xx, and the employees' clothing is unified into red and yellow, which is a Tang suit to express the traditional and peaceful meaning of the Spring Festival.
First of all, don't glare at the lights. Choose something soft and warm, but don't be ambiguous. Secondly, you can choose some elegant, soft and cheerful background music to play in different periods. Some customers may not see the counter, but they are attracted by music and become potential customers.
Other settings, such as flags, lanterns, POP, booths, etc. We should highlight the festive and peaceful atmosphere of the Spring Festival as much as possible, and at the same time highlight the exquisite image of xx Company.
Fourth, the way of activities.
1. Identify partners: Combining with shopping malls, distributors and franchisees can integrate resources and reduce costs and risks. The marketing director is responsible for the specific public relations, and the form, time and place of the event are finalized with the mall. Use the large-scale promotion of the Spring Festival in shopping malls to attract their popularity.
2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.
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