The sales promotion mentioned in this article refers to the sales promotion to consumers, and the sales promotion to dealers, manufacturers and sales personnel is not discussed here. With the intensification of competition, promotional activities for consumers are becoming more and more important in the marketing process. According to statistics, the ratio of promotion expenses to advertising expenses of domestic enterprises reaches 6: 4. Just as a careful battle plan determines the outcome of the war to a great extent, a systematic and comprehensive activity plan is the guarantee for the success of the promotion activities. Third, the theme of the event: this part mainly solves two problems: 1, and determines the theme of the event. 2. After determining the theme, we should try our best to "pull the tiger skin as a banner" in art, dilute the commercial purpose of the promotion, and make the activity closer to consumers and more touching them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple price reduction promotion action into a caring action to safeguard consumers' rights and interests. This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive. Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two key issues to consider: 1. Determine the partner: pull the government as the backing, or hang the media's "sheep head" to sell their own "dog meat"? Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks. 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. 5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced. Seven. Pre-preparation: Pre-preparation is divided into three parts, 1, personnel arrangement 2 and material preparation 3. In terms of personnel arrangement, the experimental scheme should be "everyone has something to do, and everyone is in charge of everything", with no gaps and intersections. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing. In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene. More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area. Eight, medium-term operation: medium-term operation is mainly activity discipline and field control. Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail. On-site control is mainly to arrange all links clearly and make them busy and orderly. At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable. Nine. Late continuation X. Expense budget: Without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion. XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents. The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits. With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.