Tisch
[Part I: Overview of Activities]
Activity theme:
XX Shopping Mall Forever (9) Theme Elements of Service Month Series Activities Opening Discount Service Theme Description
The theme highlights the service desire of "always serving customers" in XX shopping mall (which can be used as the service concept of XX shopping mall). The eternal "long" homonym in September's "9" accords with the opening period.
Therefore, September of each year can be designated as XX Shopping Mall Service Month, and a series of related activities can be carried out in combination with the annual anniversary.
Alternative theme
Serve customers, bring heart to heart, win with concession and sincerity, and serve with concession and sincerity to permanent concession and service forever.
Forever (9) months, long-term service! Dragon! Dragon! ……
Topic communication performance
Run through the activities and form the main performance. Effective interactive explanation and content exchange. All supplies are marked. All the publicity performances. Social influence and word-of-mouth communication.
Overview of activities: scope of activities changji city (main)
Activity form
Priority preferential activities, with the 20th anniversary of Changji, Teacher's Day, Mid-Autumn Festival related interactive activities. Basic operating specifications
The specific arrangements are as follows:
It opened on September 6th to coincide with the 20th anniversary celebration of Changji. September 10, "Blessing Forever (9)" Teacher's Day. On September 1 1 day, the Mid-Autumn Festival "Reunion Forever (9)" was held.
Purpose of the activity: background description
Supermarket management has become a popular retail format.
However, in changji city, this format has not been well developed for a long time. Even when the large supermarkets in Urumqi opened in their good hometown, the citizens of changji city flocked to them. This shows that changji city people's calling mentality for large supermarkets.
Today, the first large-scale comprehensive supermarket in changji city, XX Shopping Mall, has been born, which conforms to the consumption trend and has great development prospects. On this premise, on the basis of enhancing corporate image, strengthening and deepening services, maintaining customers with services, and establishing the image of "the first brand of Changji supermarket" will certainly develop.
At this stage, it is inevitable, timely and necessary for Jiruixiang Supermarket, which is in the initial stage of brand creation, to carry out the opening activities that are deeply rooted in people's hearts. Activity purpose
Enhance image and service.
Expected objectives of the activity Our objectives are:
Goal 1: establish the first brand in Changji supermarket industry and the strong brand in Xinjiang supermarket industry.
Goal 2: Through this activity, it will form a continuous echo with the activities related to the National Day, and promote sales by using the communication effect of the image and the linkage effect of the activities.
Goal 3: Strive for the market awareness rate of Changji XX shopping mall to reach over 90% and the purchase rate to reach over 60%.
Activity time: September 6, 2003 -65438+ 10.
Suggestion: preferential sales can be carried out from time to time, and the price consolidation will be gradually formed by June 65438+ 10.
Location:
Jiruixiang Supermarket and Its Surrounding Areas
Objective: To describe the characteristics of shopping citizens in changji city.
I have formed the habit of spending in changji city, and I am eagerly looking forward to spending in supermarkets. Demand element preference and service demand form and performance guide and promote consumption. Know it with emotion and move it with heart.
Get on well with them and make a good impression.
[Part II: Layout of Activity Environment and Creation of Atmosphere] General principles:
Closely combine the theme to form the theme expression. Highlight the sense of grandeur, image communication and visual effect.
The corporate LOGO appears in all publicity materials, and the main publicity materials are marked with the theme of "Jiruixiang Forever (9) Service Month".
Division of labor layout planning: surrounding blocks
Posting of streets around supermarkets and urban main roads (100).
Publicity of trunk bus layout (50 articles). Signboard propaganda near the corner of the supermarket (20).
Distribution of leaflets in key blocks of commercial concentrated areas (50,000 copies). Outside the supermarket
There are 50 knives and flags marked with corporate LOGO on display outside the door. Balloons (8 with vertical labels) are set in front of the door, and 1-2 arch is set outside the door.
A large theme exhibition board is set in front of the supermarket to release the theme of the event and related preferential activities. Huge colored vertical signs (50) are hung in the building, and the door is decorated with balloons and bouquets. In the supermarket.
A reception desk clearly marked with corporate LOGO will be set up at the gate to distribute promotional materials, gifts and souvenirs for the participants. Welcome guests and shopping guides are set up in the supermarket.
Set up a guidance system in the supermarket and set up 50 signboards clearly marked with corporate logos. The top and shelves of the supermarket are decorated with balloons and bouquets. The top of the supermarket is hung with the POP flag (10000 copies). Promotion of supermarket theme posters (1000 copies).
Lounge is set up in relevant areas of the supermarket, staffed with service personnel, and gifts and promotional materials are distributed.
Specially set up "forever (9) service personnel" to provide on-site service. The service personnel wear the Pi ribbon "Jiruixiang Supermarket forever (9) service month".
Set up a business publicity desk in the relevant position of the supermarket to display related gifts, promotional materials and souvenirs, and provide consulting services. Promotion of supermarket theme display board (10 yuan)
Distribute sun hats, handbags and other supplies printed with the logo of Jiruixiang Supermarket to customers participating in the activities. Distribution of leaflets on the spot.
[Part III: Activity Implementation Plan] On the morning of September 6th: Opening Ceremony.
The colorful opening ceremony was grand and cheerful music sounded.
Set up several inflatable balloons with heart-shaped colored petals (or colored paper) and winning cards. When the balloon rises to a certain height, it will explode, and colored petals (or colored paper) and winning cards will fall into the air.
Or: sprinkle colored petals (or colored paper) and winning cards from the sky.
The specific content of the program is in line with the 20th anniversary celebration of Changji (organized by Ji Ruixiang)-news propaganda.
Games (suggestions); 1, you will win if you work hard.
In the imposition game, participants can get souvenirs clearly marked with the corporate LOGO. The enterprise LOGO and the words "always serve customers" are clearly marked on the imposition. Time game, the winner who takes the shortest time will be rewarded. 2. Soul mates are composed of two people.
Stand aside, blindfolded (or hooded), and the host will disturb their order first. Then, start looking. All participating customers can get souvenirs clearly marked with the corporate logo. Teams found correctly within a limited time (5 minutes) will be rewarded.
September 10 "Blessing Forever (9)" Teacher's Day is a special preferential activity for teachers. Gifts for teachers:
Send gifts and greeting cards to teachers.
Contact the student union of the relevant school, provide some gifts, and the student union will organize students to give gifts to teachers in class (supervised by Ji Ruixiang)-conduct news publicity.
September 1 1 Mid-Autumn Festival "Forever Reunion (9)" September 6-10, "Mooncake Street" activity.
Choose a main street near the supermarket area to carry out this activity, organize mooncake merchants in the supermarket and invite other mooncake merchants to participate, set up an arch at the entrance of the street, and set up a reception desk at the corner marked "Mooncake Street in XX Shopping Mall"
Posters are hung in the street (50)
There is a special lounge for Jiruixiang supermarket promotional materials and moon cake promotional materials at the relevant sales points, and moon cakes and related promotional materials are provided free of charge for preferential sales.
On September 1 1 day, the Mid-Autumn Festival "Forever Reunion (9)" invited lonely old people and orphans to visit the moon cake street and give them moon cakes. Spend Mid-Autumn Festival with Lonely Old People and Orphans-Related News Reports
Other promotional activities
Fees for Shopping in 200 yuan (Jiruixiang Organization)
[Part IV: Promotion and Coordination of Activities]
Publicity theme:
XX Shopping Mall Forever (9) Service Month
Publicity stage division:
The first stage of pre-conference publicity time: September 5, 2003.
Form of publicity: inform the contents of publicity:
The exchange activities will be held soon. Elements of information transmission: corporate image of XX Mall, service concept of XX Mall, theme and content of the event, time and place of the event, and media arrangement;
Mainly newspapers and media and DM.
Specific newspaper media include Changji Business Information, Meihe Business Information and Changji Daily. The layout is 1/2. Operating steps: DM * * * 50,000 copies will be publicized through three channels: A. Districts will send people to deliver B. Newspapers will be inserted and mailed.
1, 3, 5, Changji Business Information of Urban Consumption Morning News, 1, Meihe Business Information, 2, 4, Changji Daily.
Publicity time after the second phase of activities:
September 20, 2003 1 1-20, publicity form: soft text publicity content: information transmission elements: event theme and content: corporate image of XX shopping mall.
XX Shopping Mall Service Concept Promotion and Preferential Activities
Service to customers (specific performance, customer feedback, relevant examples, etc.). ) at XX mall:
Changji's first large comprehensive supermarket opened.
Serve customers with preferential treatment and sincerity-Sidenotes on the opening of Changji XX Shopping Mall, serve customers and close the spiritual distance. XX Shopping Mall wins with preferential treatment and sincerity.
"Forever (September): Forever, Forever Service" ... Media arrangement: Operation and implementation of City Consumption Morning News and Changji Daily: It is estimated that each newspaper will have 1-2 articles.
Publicity and performance: the theme of corporate image service activities
[Part V: Merger of Activity Effects (omitted)]
[Part VI: Activity Cost Budget (omitted)]
extreme
1. 【 Foreword 】 He Bing Department Store is the first commercial project built by Chongqing He Bing Commercial Management Co., Ltd. in Xuanhan County ... The first phase of the project covers an area of 65,438+100000 square meters, with four floors in total. It is a comprehensive shopping center integrating comprehensive department stores, specialty foods and children's amusement. Companies adhering to the "people-oriented, honest and pragmatic, innovative and enterprising, win-win cooperation" corporate purpose, creating a "people without me, people without me, people without me" business philosophy. Therefore, how to attract middle-end consumers, how to match the context and content of the event with the middle-end positioning of the shopping mall and the consumption pattern of the middle-end consumers has become this activity. In the planning process, pay attention to the organic combination of opening ceremony, promotion activities and establishing the image of the middle end of the mall; The theme of the event is as artistic as possible, "pulling the tiger skin to make a banner", diluting the commercial purpose of promotion, making the event closer to the target consumers and more touching the target consumers. From the pre-advertising and theme style in the activity, we have considered all aspects from the positioning of specific consumer groups. During the activity, the time should not be too long, just be grand and atmospheric.
Two. [Event theme]
opening ceremony
Three. [Activity style]
Magnificent atmosphere
Four. [Purpose of the activity]
(1) Show the brand image of Binghe Department Store to all walks of life, and improve the visibility and influence of Chongqing Binghe Company;
(2) Shaping the brand-new image of the first mid-range shopping mall in Xuanhan County; Shaping the fashion atmosphere of soldiers and department stores;
(3) Start celebration activities, open up various horizontal and vertical promotion channels, and launch promotion during the May Day holiday to lay a good foundation for promotion and lay a good social foundation.
Verb (abbreviation for verb) [advertisement]
Advance publicity
1. Starting from five days before the opening, publicity activities were carried out in Dazhou Daily, XX Evening News, XX Advertisement, XX TV Station and XX Radio Station respectively; Effectively locate mid-range target consumers.
2. Late advertising
Within five days after opening, we will carry out further publicity activities in Dazhou Daily, XX Evening News, XX Advertisement, XX TV Station and XX Radio to attract the attention of target consumers and arouse their purchasing desire and awareness.
Intransitive verb [activity program]
The ceremony officially started at XX:XX am on May 1 xxxx.
Xx: xx plays the welcome song.
Xx: XX military band, prestige gongs and drums began to play alternately. The host introduced the management concept of Soldier Department Store, which is "No one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me". The content of the opening promotion activities mobilized the atmosphere, attracted the attention of guests and customers, and gathered popularity.
Xx: XX announced its official opening, fired salutes, released balloons and confetti, and held a ceremony. The host announced the official business. Consumers can enter the market to shop.
XX: XX activities enter performances and related interactive activities.
XX: XX The whole activity is over.
Seven. [Arrangement of meeting place]
The site layout is combined with the theme of the opening ceremony and strives to be "serious, meticulous, serious and comprehensive". Opening ceremony: Folk Song Square.
Site layout of required materials
[Congratulations]
L, quantity: x;
2. Specifications:
3. Content: Congratulations from all merchants and cooperative units.
4. Layout: Square buildings (lanterns, flags, flower baskets)
[Salute] 8 doors, each with 6 rings ***48 rings.
[Fireworks ]88 rounds of x 100 rings
[Firecrackers] 654.38+ 1 100 million.
Arrangement: fire at the opening ceremony
Make the whole venue look grand and peaceful, and increase the atmosphere of the opening ceremony.
[High-altitude balloon]
L, quantity: 6
2, specifications: balloon diameter 3 meters.
3. Content: Congratulation and celebration speech
4. Layout: Above the venue and the main venue.
[Inflatable table arch]
1, quantity: 2 seats
2, material: PVC
3. Layout: East and west of the main venue 1 seat.
[Inflatable cross-street dragon arch]
1, quantity: 8 seats
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2. Layout:
3、
[T-stage]
1, quantity: l blocks:
2. Material: steel pipe, wooden board and red carpet.
[red carpet]
Quantity: 60 square meters, highlighting the main venue and adding festive atmosphere.
Atmosphere building
[military band]
Number of people: 30
During the welcome and ceremony, various welcome songs and warm celebration music were played, which made the ceremony look grand.
[prestige gongs and drums team]
Number of people: 30
During the celebration, various warm, wonderful and festive gongs and drums performances were performed, which reflected local characteristics.
[Male owner] 1 person
1. Introduce the development of Chongqing He Bing Company, the scale and business philosophy of He Bing Department Store, and
Rules for opening incentive activities.
2, mobilize the atmosphere at the scene
[voice]
1, quantity: l sets
2. Description: Major
3. Venue: Main venue
4. Media cooperation (omitted)
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Eight. [Postscript]
1. All activities in this draft are tentative, and omissions and other unfinished matters in the plan may not be reflected in this case due to time problems or the need for more in-depth communication and discussion with the organizer.
2. Under normal circumstances, the opening date should be chosen as a legal rest day for the convenience of guests and consumers, and the organizer's current time in May 1 falls on Thursday, so it is recommended to make a decision.
We attach great importance to the planning and holding of this event, and hope that through in-depth communication and cooperation with the organizers, this celebration will be a complete success-good promotion benefits, extensive and lasting social benefits and news benefits.