I. Background of the event

Tianchen Sports has entered the market for nine years. "Nine" has a special meaning to people, and nine means "long". In the east, nine is the emperor's number, and in the west, nine is considered to be the closest number to divinity. Therefore, Tianchen Sports will take this festive day to hold a series of celebration activities to give back to old customers and give preferential treatment to new customers.

Second, the theme of the event

Brilliant nine years, eternal integrity! Tianchen Sports Ninth Anniversary Celebration

Third, the activity time

July, 20**18 —— August 8, 20 * *.

Four. Activity content

1. For the old customers, launch the activity of "making a profit for nine years and being grateful for the return".

Old customers successfully introduced a prospective customer and bought products during the activities from July 18, 2010 to August 8, 2010. You can get a gift (yoga mat, pedicure basin, badminton racket, table tennis racket, fitness wristband, etc.). ). (or other small products)

2. For new customers, launch the preferential activities of "benefiting for nine years and being grateful together".

During the 1) activity, new customers can enjoy a 6.5% discount when purchasing products.

2) During the activity, new customers can not only enjoy discounts when purchasing products, but also receive one of them (yoga mat, pedicure basin, badminton racket, table tennis racket, fitness wrist strap, etc. ). (or other small products)

3) Home computers only.

Annual Celebrations (2)

I. Theme of the event

In the hot summer, let Huayi Taifu bring you more coolness; Busy life, let Huayi Taifu bring you more exciting; Summer and autumn change seasons, so that Huayi Taifu will bring you more benefits; Stop gently and let Huayi Taifu bring you more surprises! At this special moment, let's follow the passage of time, witness the growth of Huayi Taifu and feel its intoxicating celebration together!

Second, the purpose of the activity

The First Anniversary Celebration and Promotion of Huayi Taifu Shopping Plaza

Three. Programme of activities

1. Market analysis: Huayi Taifu Plaza is located behind Dongshan Pedestrian Street, next to Century Lianhua Supermarket, next to Tushan Road, at crossroads and bus stop signs. It can be said that it is in a busy city with large traffic, which should drive a large number of consumer groups. However, in the course of one year's operation, we found that there are fewer and fewer consumers in the square, and many business households have closed their doors, which is far from the expected income effect, and makes the square that could have been very lively more and more deserted. Investigate its reason, we can be divided into the following aspects:

1) The rent is expensive. The geographical location of the square has a good advantage, and the corresponding rent is bound to be high. In order to pay high rent, merchants will pass the rent on to the price of goods, which will lead to high commodity prices. However, in the face of strong sales competitors in the pedestrian street, they will lose their price advantage, which will inevitably lead to fewer consumers.

2) insufficient publicity. After the establishment of the square, although there was a certain degree of publicity, it was not strong enough. For the square and its surroundings, most consumers are students in the university town and residents in the surrounding communities. The characteristic of this consumer group is that the overall consumption level is not high, and the Century Lianhua Supermarket next to it provides great convenience for their travel. Many people come out by free shuttle bus, calculate the time, and then take the shuttle bus back after finishing their work, which greatly limits their consumption time. In addition, the publicity of the square is not in place, which leads many people to know that there is a square next to it, but they are unable or unwilling to go in for consumption due to time constraints or ignorance.

2. Activity plan: In view of the above analysis, we think we can set up a stage to carry out a series of performances and activities with the participation of the whole people, and at the same time, all businesses will go out for exhibitions. The stage effect is to let more people know about the square while stopping to watch the program, and the exhibition is undoubtedly to solve the inventory backlog problem of merchants, and merchants can appropriately reduce prices or carry out various promotions.

3. Specific implementation

Venue: The stage is arranged at the south entrance of the square, which is just opposite the entrance of Tushan Road. The stage can be built downstairs in the mobile phone chain of Machine King. This is an open space, which won't block the cake shop on the left. On the right is the entrance to the square, with an elevator in the middle. Merchants can put their goods or booths on the right side of the stage, or display them at their own doors. In this way, the stage can drive the display of goods on the right. When people stop to watch the program, they will inevitably pay attention to the goods displayed next to them. If they are good and cheap, they will be interested in them and increase the sales of merchants.

Time schedule: the celebration time is 18, and the whole activity time can be arranged in 16- 19 for four days. No. 16 andNo. 17 are publicity, andNo. 18 is an official celebration. 19 is a follow-up publicity. The publicity in the first two days directly took the form of leaflets, banners and advertising display boards, and no stage was needed. 18 and 19 can use the stage effect.

Publicity method: (1)No. 16 andNo. 17 can be distributed by staff, and the distribution place can be placed on buses passing through the square in the university town and nearby communities. The purpose of this is: first, most people have nothing to do when they take the bus. When leaflets are distributed on the bus, people will inevitably browse the leaflet page to pass their leisure time; Second, even if people read the leaflets and throw them in the car, the next group of passengers will browse them, which plays a role in mobile publicity and saves the cost of leaflets. ② The pedestrian street leads to Century Lianhua Supermarket and the entrance to the square, because these two roads are places with large traffic.

(2) Banner publicity. After all, not everyone can see the leaflet. You can hang a few banners at the entrance of the square and a few banners across the street at the entrance of the square, so that passers-by can see them at a glance and attract passers-by to stop.

(3) On the basis of the publicity ofNo. 18 andNo. 19 in the previous two days, one or two guiding signs can be placed beside the stage and in front of the exhibition area to guide people into the exhibition area, and two guiding signs are also placed at the north entrance of the square, one to guide people to the stage activity area and the other to guide people to the exhibition area.

(4) After the celebrations of18 and 19, arched doors can be placed at the entrance of the square to create a lively and festive atmosphere. At the same time, you can jump the lion at the intersection, which can attract people to the square and is a guiding role (the cost calculation can be omitted).

Stage design: The stage design doesn't need to be too gorgeous, just a table and two curtain advertisements. One theme is "Huayi Taifu Plaza celebrates the Olympic Games" and the other theme is "Huayi Taifu Plaza creates a civilized city"

Program arrangement: 18 is the Olympic Story, and the time is 14:00- 16:00 in the afternoon. 14: 00, the celebration officially started. First, the leaders of the square delivered speeches, and then began a series of celebrations, including questions and answers (you can ask the audience about the square) or an interactive game of "participating in sports and being healthy for you and me", in which the audience on the stage were invited to perform. Song and dance can also be interspersed during the period. The article "Creating a Civilized City" in issue 19 is basically the same as that in issue 18, but the nature of questions and answers has changed. At the same time, you can invite the traffic police or urban management personnel to preach on the spot and teach you how to start from yourself and contribute to the creation of a civilized city. At the same time, you can play some small games, such as roulette and winning the lottery.

Prize setting: prizes can be set as discount coupons, cash exchange coupons, physical prizes, etc. , which can be rewarded by merchants or arranged in the square.

Four. Possible risks and problems in activities

(1) As the activity venue is arranged at the south gate of the square, and the square venue here is not very large, it may lead to excessive traffic in this area, leading to the extension to Century Lianhua and the roadside. In view of this, security guards and administrators of the square can be arranged to maintain order at the scene.

(2) Because the stage is designed at the south gate of the square, the flow of people here may be larger, and people passing through the north gate of the square are ignored. In view of this, on the one hand, billboards and guide boards can be placed at the north gate, and at the same time, personnel can be arranged to distribute leaflets at the north gate to guide people to the stage and exhibition area.

(3) Considering the time, 18 is Monday, and most people have to go to work, so there will not be too many people going out, which will affect the momentum and influence of the event. To solve this problem, I think we can arrange some staff or relatives and friends who have free time to help out, which is also known as putting on a show. Passers-by can take advantage of the herd mentality of most people to attract passers-by to stop and watch and shop when they see many people around them watching the excitement.

Verb (abbreviation for verb) budget

20,000 leaflets 1600 yuan.

4 banners 1200 yuan

Stage and etiquette 8800 yuan

Labor cost 1000 yuan

Sixth, you can refer to the suggestions:

1. Located in the square next to Century Lianhua Road, the stage shops are integrated, the layout is more convenient, the scale is larger, the site is easy to control, the impact is large enough, it is easy to attract customers, and the effect is the best. The only increase is the cost (rental fee of the square), which requires managers to maintain order at the scene. Because this is a crossroads and a traffic fortress, Nanjing is now building a civilized city, so it should be the only one that can use the square.

Because the date 18 is Monday, if the activities are concentrated on the opening day, the effect may not be good, so we suggest putting it on the date 17, which is Sunday, that is, publicity 15, 16, key activities 17, and subsidiary activities/kloc-0.

Annual Celebrations (III)

I. Retail market situation

The whole retail market is highly competitive. Red Sun, Good Day and Fidelity carve up the market, and some small convenience stores and warehouse stores constitute Cangzhou retail market.

Good days are mainly convenience stores, usually around communities and schools. They take "convenience" as the core concept and gain market share through the continuous coverage of the network.

With good brand effect and unique corporate culture, Fidelity has continuously extended its products on the basis of the beauty industry. From daily necessities to furniture, the business scope of Fidelity Supermarket is more and more extensive.

Red Sun Supermarket is mainly a large-scale storage supermarket, which mainly attracts customers with the core concepts of "good quality and low price" and "one-stop shopping".

In the past two years, with the development of Haorizi and Fidelity to warehouse supermarkets, the advantages of Red Sun are not obvious, and good quality and low price are not just the patent of Red Sun. Therefore, we must look for new opportunities and reshape the brand concept in order to win one battle after another in today's increasingly fierce competition.

Second, the opportunity point of the red sun

Although Haorizi and Fidelity Supermarket have developed rapidly in the past two years, they have not realized or found the long-term development path of their own brands, that is, the shaping of the concept of "brand long-term interests".

To put it simply, it is how to make employees truly integrate into the enterprise and make the enterprise their home under the condition of continuous improvement of the internal system of the enterprise. Only in this way can enterprises achieve long-term development. This is also a very important content of corporate culture construction.

The theory of evolution tells us that the integration of Cangzhou retail industry is a matter of time. Whoever first realizes and finds the concept of "brand long-term interest point" will win the Cangzhou market and even the national market.

This year marks the third anniversary of Red Sun Supermarket. It can be said that this is a good opportunity. If we can make full use of this opportunity, do a good job in publicity and do what we should do, then we will not be far from achieving the goal of leading the retail industry in Cangzhou.

The third anniversary is of course the third birthday of our Red Sun Supermarket. As the planning of this activity, our starting point is also here, refining and shaping the concept of "brand long-term interest point" of Red Sun through "birthday".

This is a series of activities derived from "looking for the son of the sun" and the concept of "sun family" finally put forward, and it is also the highlight of our planning this time.

Third, planning ideas.

Through the above analysis of the problems and opportunities, we have determined the general idea of this activity.

In order to better demonstrate the corporate culture of Red Sun, on the occasion of the third anniversary, we will further enhance the corporate popularity and reputation of Red Sun Company, and combine the advantages of integrating various means of communication to achieve the maximum effect with the least communication cost.

How to keep the dominant consumers and let them keep buying, so as to become loyal customers of this supermarket, is a headache for every business. With the intensification and escalation of competition, consumers have more choices. We can't stop consumers from choosing, but we can let consumers choose for themselves.

What should we do?

Only when we made up our minds to think of the three-year-old children on the third anniversary of the opening of Red Sun Supermarket, did we have the activity of looking for the "children of the sun"-(the three-year-old children of Red Sun Supermarket-Armano), and searched for the three-year-old children of Red Sun in Cangzhou city on a large scale, connecting the employees, consumers and partners of Red Sun into a red line, forming a huge family. In this family, it is the Red Sun Supermarket that connects us. In this big family, we all have our own careers, but when we are tired and happy, we will never forget our similarities. Home-Red Sun, what should we do as a family? Love each other! * * * Support this beautiful home together.

Through the shaping of this home, consumers, employees and our partners are closely linked, which can effectively improve the visibility and reputation of enterprises, and more importantly, lay a solid foundation for the orderly development of Red Sun.

Our purpose is not only in an activity, but more importantly, to shape and enhance the spirit of the red sun.

In order to do this work well, we also designed a series of activities, such as the birthday party of "Son of the Sun" or, more accurately, the family party of "Sun Family". It better embodies the meaning of "enthusiasm, youth, vitality and happiness" of the red sun.

Coupled with strong commodity promotion activities and rich literature and art promotion activities, the celebration of the third anniversary of the Red Sun will surely become a grand festival celebrated by the whole "Sun family".

The whole plan is organically combined, and each part is independent and organically combined, interlocking, giving play to the effect of 1+ 1 > 2.

IV. Purpose of the activity

Through this activity, with the help of celebration activities, the corporate image of Red Sun Supermarket will be comprehensively enhanced, the brand awareness and reputation of the enterprise will be enhanced, and the purpose of promoting sales will be achieved.

1, enhance corporate image

2, improve the enthusiasm of employees within the enterprise and the sense of responsibility for the enterprise.

3. Create a rich and elegant shopping environment through in-store display.

4, through promotional activities, to achieve the purpose of promoting enterprises and promoting sales.

5. Highlight the festival and grand celebration of this supermarket.

Verb (abbreviation of verb) Location: Red Sun Supermarket Xinyi Community Store

Activity time of intransitive verbs: May 2004 1-27.

Seven. Theme: Love each other, Red Sun family.

Eight. Activity form: integrating various factors such as promotion, advertising, public relations activities and in-store image design.

The overall arrangement of verb (verb's abbreviation) activities

(1) Find Sun's son through the evening paper and flying words on TV, and inform Red Sun of its third anniversary celebration and promotion activities.

(2) In-store image design

The overall design is concise and lively, highlighting the celebration. The slogan "Love each other as one family" contains the following visual factors.

1, in-store poster

2. lanterns

3, cloth label

Step 4 hang the flag

5. Poster

6. Staff roster (posted internally)

(3) Promotion

1. All customers who shop on the day of the celebration can get a small gift (the small gift should be practical and easy to spread, marked with the words "the third anniversary of the red sun", and small gifts such as key chains or activities to collect red sun mascots can be considered).

2. Cultural performances. During the performance, the introduction of red sun enterprises was interspersed, and there were questions and answers. Anyone who answers correctly can get a gift.

3. Consumers who spend more than 65,438+000 yuan on shopping can participate in the Lucky Wheel and get corresponding prizes. Prizes, especially grand prizes, must be attractive.

(4) Promotion of various businesses

(5) Son of the Sun's birthday party

Children who are chosen as sons of the sun, parents, outstanding employees of enterprises, partners, etc. You can participate and invite reporters to follow up and interview to expand the influence of the event.

After the activity, the son of the sun will get a certificate, and the certificate can enjoy the annual shopping discount of Red Sun Supermarket (the son of the sun can be the image ambassador of the red sun, and let the public pay attention to the red sun through long-term attention to the image ambassador).

Activity flow of intransitive verbs (including newspaper design, interior decoration, main color, poster, flag flying, activity arrangement, etc.).

Seven. Effect evaluation

1. Create a festive and comfortable shopping environment for consumers through the layout inside and outside the store.

2. Promote consumers to increase consumption through promotional activities.

3. Public relations activities further enhance the popularity and reputation of Red Sun, and create and enhance its sustainable competitiveness.

4. Provide another effect evaluation scheme.