1 New Vision Glasses was established in September of 20xx. At present, there are many chain organizations in Changsha. It is a brand-new professional optical shop integrating eye examination, optometry, optician and contact lens wearing. In order to celebrate 10 anniversary, the company took advantage of the opportunity of 10 anniversary to carry out large-scale promotion activities to increase sales.
Welcome new students to school, celebrate the tenth anniversary of Teacher's Day, and take the opportunity to promote products and give back to customers. This promotion is a great reward for love. Shop rules: All the products participating in this activity are discounted and can participate in the lucky draw of this promotion. The promotion time is from September 1 day to September 15 in February of the lunar calendar.
First, the theme of the activity: Let us love our children more.
Second, a brief analysis of the theme: the keyword "children's love" emphasizes self in the first person way, which conforms to the psychological characteristics of the target consumer group.
The theme is clear, concise, easy to understand, easy to spread, without losing style. Can well show the brand personality and brand value.
Third, the purpose of the activity:
1, display the image of enterprises and brand products, attract consumers' attention, stimulate consumers' desire to buy and increase sales.
2, through the promotion of promotional activities, promote the close communication between retail enterprises and brand products, enhance sales confidence and enhance business cohesion.
3. Attracting target consumers through strong promotion activities and increasing the passenger flow of retail stores.
4. Highlight brand personality and unique sales proposition, and penetrate and guide target customers with differentiated strategic ideas.
5. Find out market vacancies and increase sales through the upcoming product promotion activities.
6. Improve the brand's market share and enhance the brand image of discerning glasses.
7. Investigate consumers, carry out corresponding activities, guide them to carry out correct eye care habits in their favorite eyes, cultivate consumers' attitude towards life in fashion, aesthetics, personality and temperament, and reflect the humanistic care of enterprises for consumers.
Four: target group:
Parents of primary and middle school students aged 30 ~ 50
Verb (abbreviation of verb) Activity time: 20xx-20 1.
Participate in six activities of the product:
Future style (blueberry) eye cream, future style (blueberry) eye mask
Seven. Scope of activities:
Keshi optometry sales stores, stores and dealers control stores nationwide.
Eight. Activity mode:
Buy-and-give promotion: directly facing the end consumers, during the promotion period, every time consumers buy a promotional brand frame, they can get a new one.
Vision Company sent a patent personalized gift, and different products have different gifts. Buy more, give more, and get more. Gifts are distributed by retail stores, and New Vision is distributed in equal amounts according to the number of promotional products. This kind of promotion is very common, but it is also very effective, because consumers can get gifts directly without other channels and methods, which increases the added value of product sales. It's sunny, and everyone has a prize.
Advertising: convey the activity information and participation details through storefront display, poster promotion, folding questionnaire, billboard display and X-box display. Conditional retailers can promote it through TV, newspapers, radio, internet and other media carriers and modes of communication. New Vision Company cooperated with the implementation.
Nine. Activity details:
During the 1. activity, consumers can buy a pair of "Newborn Series" photo frames under New Vision Company, and get a common "Three Eyes" patent photo frame for free, with the patent number XXXXXXXX.
2. During the activity, consumers can buy a pair of "Laosheng series picture frames" owned by ordinary companies, and get a common patent picture frame with the patent number of XXXXXXXX for free.
3. During the activity, consumers buy a pair of "Teacher's Wonderful Series Cupid-Exciting Glasses" owned by New Vision Company, and get a patent photo frame of ordinary "big glasses" for free, with the patent number of XXXXXXXX.
X. Forms of publicity
1. For the store
A. Poster, single page, flag hanging, folding and POP；;
B banners and site renderings (combination of arched doors and balloons).
2. For media combination:
Newspaper media
Broadcast media
network media
D news
3. For outdoor:
A. hang banners.
Billboards in waiting rooms and bus compartments.
C signpost
XI。 media strategy
While promoting this promotion, 1 made a special promotion for different categories of products of new vision glasses manufacturers, highlighting the special functions and advantages of the products, as well as the usage and after-sales service.
2. Establish certain outdoor advertisements, bus advertisements and light box advertisements to expand the persistence of advertisements.
Combined with certain renovation and promotion means, keep customer interest and attract potential customers, such as leaflets, coupons, membership cards, etc.
3. In the radio and print media, focus on promoting the theme and content of promotional activities.
Report activities regularly, establish public image and win consumers. Such as the introduction of knowledge in soft advertisements in radio and newspapers, how to protect glasses, how to use and maintain different glasses, how to match glasses with people and so on. 5 combine promotion time and festivals. Focus on publicity. For example, Teacher's Day.
6. Make full use of online media, at the same time carry out publicity activities and hold prize-winning surveys to attract people to participate in on-site activities. Eight customers can be collected at the same time.
Twelve. cost budgeting
Serial Number Contents Unit Price (Yuan) Total Quantity (Ten Thousand Yuan) Payer
1 poster, 1000 yuan
2 gifts 1000 yuan
Three newspapers and media invested 3,500 yuan.
4. The investment in online media is 4,500 yuan
Five broadcast media invested 20xx yuan.
6 Other media (DM, elevator) 3000 yuan.
The average cost of 7 6 theme activities is 5000 yuan.
8 Other expenses (planning, labor costs, unforeseeable) 5,000 yuan.
Total: 25,000 yuan
Shopping Mall Celebration Plan Part 2 Activity Purpose:
Greek mythology KTV is the most luxurious KTV in Shaoyang at present, so we should make full use of our own advantages, take advantage of the opportunity of store celebration, and embody the brand image of Greek mythology KTV through a series of activities, so as to boost the turnover, expand the visibility of our store in Shaoyang, and consolidate and cultivate the reputation and loyalty of regular customers. We should seize this favorable opportunity to celebrate, gather popularity, give back and thank our loyal customers and friends.
First, the activity time:
20xx65438+February 7th-20xx65438+February 9th
Second, the content of the activity
1: Book a private room before five o'clock every day and enjoy a 20% discount on the room rate.
2: Buy one red wine and get one free.
3. The mythical beauty toast group, thanking the customers.
4: You can take part in the lucky draw when you open the room, and the prize is 100%.
5: You get a free card. Five thousand becomes six thousand.
6: * * * Birthday, mysterious gift waiting for you.
Three. Activity details:
1. Book in advance and enjoy the lowest discount.
Guests who reserve a box in Greek mythology before five o'clock can enjoy a 20% discount.
Operation process of each department:
(1) The Greek myth front desk and any employee and any employee can accept guest reservations, and the reservation time shall be subject to the reception of guests and internal employees at the front desk.
(2) The front desk explains to the guests, counts the boxes reserved before five o'clock, and submits them to the cashier on the fourth floor.
(3) The cashier on the fourth floor must reserve a box in advance and make a good discount.
2, double luxury red wine buy one get one free.
3, triple gift fairy baby, thank you reception.
On the evening of February 8, 65438, Greek mythology specially prepared a thank-you activity for the member box in order to thank customers for their favor and patronage in the past three years. There will be songs and dances, and you are invited to enjoy the game.
4. Give a quadruple luxury gift card.
Our store has launched the cash card giving activity 65438 since February 7th: you can get a cash card of 6,000 yuan if you pay 5,000 yuan in advance (equivalent to 20% off the whole order, and this cash card cannot be used for public relations tips);
5, five luxury lottery, lucky contest
During the activity schedule, all customers who come to spend in the evening will participate in the lucky draw.
A. Give different gifts according to different grades.
B, winning percentage 100%.
6. Six gifts Greek mythology meets to celebrate your birthday with you.
Customers whose birthdays are 65438+February 8th will be invited to attend the birthday party held by our company when they come to Greek mythology KTV on their birthdays, and they will get the1Golden Paris in 38 yuan.
The birthday party is located in the Greek goddess box on the first floor, which provides a platform for people who celebrate their birthdays that day to make friends, as well as a series of activities such as stepping on balloons, opening champagne and cutting cakes.
Fourth, the way of publicity: (the overall upgrade of hardware in the store is important for the event)
Whether the content of an activity attracts guests or not, besides the activity itself, the wording of publicity is very important.
Three important ways of publicity:
On-site: highlights, activities and hardware upgrades.
Traffic channel
Short message content
This content will be decided after President Hu has finalized the case.
Fifth, the creation of employee atmosphere.
1, Ministry of Security
The security department is the first department to contact guests in Greek mythology KTV, and the requirements for the security department,
Process: Before 7:00-9: 00, four or five security guards will be arranged at the front door, and two will be arranged after 9:00 to direct the parking of vehicles and open the door for the guests, and thank them politely for coming.
Dress: neat, uniform, clean and solemn.
Specification: the unity of standing posture and other movements,
Effect: Let the guests feel the symbol of dignity.
2. Floor staff
With a luminous badge on your chest, the badge says: the third anniversary of Greek mythology, thank you for accompanying you all the way.
Activity arrangement of intransitive verbs: Purpose: The celebration atmosphere should be grand; At the same time, we should try our best to save money and do great things with less money.
Requirements: Pursue a festive and warm atmosphere. Give customers a jubilant celebration; Highlight the information of various large-scale promotional activities during the 2 nd anniversary celebration and the celebration; Prominent, lobby, KTV entrance, main passage, cashier passage with large flow of people.
A. Layout of the store: bonsai flowers are added in the store, promotional pictures and activities are added in the floor aisle, and promotional pictures and activities and promotional subtitles are provided in the private room before the start;
B. Layout outside the store: banners in front of the store (the third anniversary of Greek mythology, six major gifts will benefit the whole city)
Publicity column in front of the door: (Activity content) Arch in front of the door 1 balloon, X balloon for launching, 2 pairs of inflatable columns, 2 pairs of inflatable models, 50 surrounding flags and flower baskets (sponsored by wine merchants).
6. Promotion of activities:
1. Traffic channels and public channels.
B, SMS distribution (SMS content to be determined)
C. Company website publishing activities.
D, SMS distribution and atmosphere creation for all employees of the company
7. Precautions for activities:
Buy the red carpet at the entrance of the lobby and the red anti-skid mat at the entrance of the elevator.
Get everything you need to celebrate.
All departments should publicize and explain this activity, and every employee should have a thorough understanding of the content of the activity;
The front desk distributes the contents of the company's third anniversary celebration every day, explaining and booking for the guests.
8. Tasks of each department:
Marketing department: responsible for all publicity and advertising liaison and all kinds of advertising production. All advertising production must be completed before 2 1, and the installation of arch balloons and lift-off balloons in front of the door will be completed on the evening of 25th.
Floor: complete all the items needed for the company's activities, the advertisement hanging and arrangement inside and outside the company venue, and the props for the lucky draw (completed before 22nd), and arrange the purchasing department to purchase the required items; Supervise employees to complete SMS distribution and atmosphere brewing.
Public relations department: urge public relations to complete SMS distribution and customer invitation.
Greek mythology general manager's office.
The purpose of the third anniversary celebration of the store celebration plan
"Promotion activities" are generally accepted by consumers, and clothing stores are "people-oriented" industries, so the promotion strategy of clothing stores must be "people-oriented", which conforms to the principle of win-win for consumers and enterprises. However, the core contradiction of promotion focuses on the problem of "sales-gross profit-customer income". Therefore, the anniversary of Z.one must be based on "giving up gross profit, ensuring customer flow and sales" and ensuring "popularity".
1. Gathering business spirit: As more people flock to the shopping malls in the business district, various business spirits will be created, which can be said to be a good transition of "business opportunities".
2. Extend business opportunities: To some extent, the final formation of business opportunities is the result of strong "popularity". If there are business opportunities, it will definitely have a good impact on the brand itself, and ultimately play a role in promoting the sales of specialty stores and expanding their influence.
3. Spreading brands: Each brand has a different characteristic culture. It is a key step for consumers to identify brands by transmitting enterprise and product culture. Store atmosphere, display collocation, ornaments decoration, unique purchase point of products and fashion style are the basic elements for consumers to identify brands.
[Activity Rules]
I. Theme of the event:
Anniversaries, Gifts and Fashion
Celebrate the anniversary, increase the discount and give gifts during the ceremony.
Second, the activity time:
Activity cycle: from the anniversary date 10 day (the key is the first 5 days)
Select 5. 1 labor day period >. The opening time is also May.1Labor Day.
Third, the activity object:
16-40 years old young consumers from all walks of life;
This activity will also attract more female consumption through promotional gifts's choice. Activity execution arrangement
1, annual promotion plan worksheet
Determination of promotion plan
Promotional gifts has confirmed.
Terminal publicity planning
Promotion packaging planning
Statistics of materials and gifts
Ordering and distribution
Shop promotion pilot scheme
Gift ordering and delivery
Promotion tracking
Promotion process tracking
Effect evaluation
Evaluation of promotion effect
The promotion supervision team tracked and supervised the whole process.
Promotion plan
Supervision team
Schedule April10-15 April15-20 April 20 -25 April 25-28 April 28 -30.
preparatory work/be about to work
All the staff in our store are deeply familiar with the theme and form of this activity;
2. During the activity, shopping guides, promoters, executive directors, etc. Arrive at the post in advance to make sure everything is ready;
3. Place theme posters before business every day to see if there are other promotional materials and promotional gifts;
4.DM or other leaflets are placed in the store counter for customers to collect;
5. Set up anniversary promotion area and business publicity desk, with special person in charge;
6. Strictly register the ID card, telephone number and other detailed information of the depositor. After redemption, the original card should be saved for redemption, and then reconciled with the prizes in stock to prevent the prizes from being taken away without permission;
7. Special person is responsible for material preparation: banners, posters, newspapers, promotional gifts and lottery boxes;
8. Put away image pictures such as theme posters after business every day;
9. Pay attention to sorting out and input the information of consumers holding membership cards into the computer for filing in time. Headquarters provides:
Responsible for the design of all advertising pictures, posters, Yi Labao, banners and gift packages for this promotion;
The store is responsible for the coordination, implementation and supervision of this "anniversary" promotion plan;
The store manager is responsible for counting the number of gifts and tracking the distribution of gifts;
Activity 1:
IV. Activities: (Shopping Chain)
Suitable for 100- 120 square meters store's "annual serial happiness plan".
Double happiness, the door is empty:
Send Z.one exquisite souvenirs as soon as you enter the store (you can also send gifts with Z.one leaflets).
Such as 1-5 yuan gifts, jewelry, post-it notes, gel pens, key chains, mobile phone chains, etc.
Double happiness, buy and send:
During the activity, all shoppers will be given a pair of "28 yuan pure cotton socks";
During the activity, if you buy over 258 yuan, you will get a beautiful pearl pen from 48 yuan.
If you buy over 368 yuan during the activity, you will be given a set of exquisite clothing maintenance with a value of 100 yuan. Anyone who buys more than 488 yuan during the activity will be given a belt with a value of 158 yuan;
Triple happiness and get a VIP card. Customers who spend more than 588 yuan during the activity will get a membership card for the top 50 people, and the membership card will enjoy a 20% discount, valid for one year. Old customers who buy more than 588 yuan will become our permanent VIP cards and enjoy a permanent 30% discount.
Four happiness, customers can exchange a product in our anniversary shopping area according to the points of the membership card, or buy a product according to the points. Our principle is to buy more and give more, leaving surprises. Everything is in Z.one. Except for special goods, the points are accumulated according to "buy more than 200 points, buy more than 500 points 100, and buy more than 200 points 1000", and the points are not deleted. As long as you buy goods in our store, your points will increase with your purchase.
Theme description: Create a publicity atmosphere that meets the demands of Z.one brand. At the same time, we can use the propaganda of triple happiness reward to attract popularity and directly stimulate consumers' desire to buy.
Verb (abbreviation for verb) creates an atmosphere at the scene.
1. Closely combine the theme to form the theme expression;
2. Highlight the sense of grandeur and visual effects;
3. The brand logo appears in all publicity materials, highlighting the concepts of "fashion" and "freedom";
4. Appear in a unified brand visual image, reflecting the norms of brand operation.
Creative power planning
1, surrounding blocks
Street shops and city main road layout publicity;
Street signs near shops;
DM distribution in commercial concentrated areas and key blocks;
2. Outside the store
Set up a balloon in front of the door;
Giant colored vertical signs are hung on the building;
The door is decorated with balloons and bouquets;
Set up a large theme poster in front of the store (dedicated to anniversary) to release anniversary surprise activities. Set up a small runway to show the live fashion show, and set up a host to announce the curtain call, publicize the preferential information of the event and attract past consumers.
3. In-store
Welcome guests and shopping guides are set up in the store.
Specially set up anniversary promotion area and business publicity desk to display promotional materials, gifts and souvenirs, and designate special personnel to provide consultation and distribute lottery tickets and gifts.
The tops and shelves of the shops are decorated with balloons and bouquets.
Hang a popular flag at the top.
In-store theme poster (special for new products) promotion.
Distribution of leaflets on the spot.
Preparation of terminal materials of intransitive verbs
I. Material integration
1, theme poster outside the store: (choose a theme)
Anniversary gifts enjoy fashion anniversary, plus fashion discount, plus discount, and give gifts during the ceremony.
Fashion classics reappear, and meet with gifts.
The finishing touch is in Z.one
2. Signs:
Positive theme advertising words, negative anniversary celebration or new product launch.
3. The theme of the event should be unified by Yi Labao or X-frame, and unified with the poster.
4. Small permanent brand POP advertisements are placed in the exhibition area of their respective product series.
5. Banner: Event theme.
6.DM leaflets are the same as posters.
7. Large inflatable arch (with active theme), lift-off balloon, knife flag, flower basket, etc.
8. Others: business cards, gifts, VIP cards and ribbons.
Second, the terminal environment
1, hard environment: display, props, lighting and sound, etc. , should meet the requirements of Z.one brand personalized theme terminal, and conform to the style and tonality of image promotion.
2. Soft environment: shopkeepers and cashiers of specialty stores, whose gfd and service specifications should complement the brand image of Z.one.
Seven. Publicity and promotion
First, the propaganda factor.
1. Publicity time: two weeks before the anniversary. 2. Form of publicity: notification of publicity. 3. Publicity content: convey brand image, anniversary activities and other information.
Second, publicity and implementation.
1. Media arrangement: DM is the main media (local morning papers, daily papers and evening papers are given due consideration). After the anniversary, DM can be put in the store for customers to take.
2. publicity channels a. arrange personnel to send them in different regions; B, newspaper folder; C, by mail.
3, local TV media rolling subtitles or static text advertising;
4. Company leaflets, quarterly magazines and enterprise newspapers are sent on site, and posters are posted on bus stop signs.
5. Invite local media to report, invite military bands, lion dances or fashion catwalks, which can be planned separately.
Eight. Guidance and supervision of the promotion process
The store manager is responsible for on-site guidance and supervision of the promotion of the terminal market in this area;
The store manager controls the inventory in promotional gifts and supplements it to the provincial marketing centers in time;
Celebration Plan 4 1.0 Purpose
Combined with the ***200X annual marketing plan, formulate and implement the marketing plan for the fourth anniversary celebration, increase the customer gathering power and commodity sales of supermarkets, enhance the market control ability and social influence, and obtain a double harvest of economic and social benefits.
2.0 theme:
Happy story-the fourth anniversary celebration of * * * was staged.
3.0 Promotion principle
Create surprises, benefit customers and create a warm shopping atmosphere.
4.0 content
4. 1 activity time
4.2 Promotion Form
4.2. 1 Promotion theme
Select 220 kinds of dm special commodities (except household appliances), and launch a large number of special commodities, bundles and gift packages with sufficient supply every day during the whole activity, highlighting attractive commodities such as seasonal commodities, fresh food, cereals, oils and foodstuffs, daily necessities, seasonal clothing and new products, so that customers can obtain extensive benefits;
4.2.2 Promotion hotspots
Every day, about 10 kinds of ultra-low-priced goods are selected, and reasonable varieties, supply quantities and ultra-low prices are required to ensure strong attraction and price impact. On the one hand, it limits the number of individual purchases, on the other hand, it ensures sufficient supply on the same day to avoid looting in a short time;
Bulk rice was sold at ultra-low price for two days, namely165438+1October 29th and 65438+February 5th, respectively, and the price was 1.02 yuan/kg (the rest time was 1.05 yuan/kg), which made the activity set off two climaxes.
4.2.3 Promotion display
Set up special promotion areas, display promotional items relatively intensively, design special decorations, highlight selling points, and stimulate consumption with special prices, gifts, services and vision;
Factory promotion
The purchasing department should contact the marketing department in advance, plan the promotion activities organized by suppliers, and actively cooperate with and publicize the special, powerful or novel promotion activities organized by suppliers (including square performance and dm promotion).
4.2.5 Special promotion
Surprise price of warm-hearted goods-unexpected welfare with high quality and low price. During the activity, dozens of super discount products will be released to you in limited quantities every day, which really surprises you and is worth the money.
Gifts come with actions-during the activity, customers who shop in 80 yuan or above every day can get a thoughtful gift at the service desk with the shopping receipt of that day (single sheet, not accumulated).
(1 65438+1Send a bag of washing powder on October 29th and 30th, a bottle of soy sauce on February/kloc-0 and 2nd, a box of facial tissues on February 3rd and 4th, and a bottle of detergent on February 5th, 6th and 7th.
Celebrate birthdays together and send them politely-customers whose birthdays are 65438+February 5 can get a cake at the service desk on February 5, 65438 with their ID cards.
Touching "electricity" is polite-to celebrate the fourth anniversary, * * store, * * store and * * store jointly launched home appliance promotion, with high quality and low price, many surprises and good luck.
Dm lucky draw-165438+1October 29th-65438+February 4th, those who purchase a certain amount every day can vote for the 4th anniversary lucky draw at the service desk of each store with the lucky draw card printed on the store celebration poster (each person is limited to fill in one, subject to the ID number, and the copy is invalid), 65438+February. Two first prizes, 29-inch color TV/KOOC-0/set, second prize/KOOC-0/set, microwave oven/KOOC-0/set, 30 third prizes, bedding/KOOC-0/piece, sweetness prize 200, and gift/KOOC-0/piece.
4.3 Division of labor
4.3. 1 The purchasing department shall determine the variety, quantity and strength of the promotional goods before1October 20th, and obtain the support of suppliers; Gifts and dm lottery gifts165438+1October 24th will be confirmed and delivered to the service desks of all stores the day before the event;
300 birthday cakes in * * store, 200 in other stores, and 900 in * * store provided by bakery (individually packaged and delivered to the store service desk one day in advance).
4.3.2 The Marketing Management Department shall plan the overall plan of the activity before June 22nd, 165438+, and make good preparations for advertising, dm shooting, production, banner production and advertising design;
Responsible for the layout of the lottery ceremony in the square on February 5, 65438, and contact the performance band;
4.3.3 Each store management department sets up a dm card box at the service desk and posts a large poster introducing the dm lottery (indicating the rules of the event, employees are not allowed to participate, and this event is notarized by the notary office, etc.). ), the lottery box will be delivered to the service desk before 9: 00 on February 5, 65438, and the branch will be notified immediately after the winning list is generated.
4.3.4 The store department displays goods, hangs pop and provides on-site services according to the requirements of the activity plan and the specific activity notice of the purchasing department;
4.3.5 The Management Department165438+1October 23rd reported the celebration and decoration plan of the Marketing Management Department, and the Marketing Management Department confirmed the unified opinion and implemented it by the branch;
4.3.6 The Security Department is responsible for maintaining business order during the activities;
4.3.7 The Logistics Department shall cooperate with the stage layout of the square activities on February 5th, 65438.