In order to effectively ensure the level and quality of things or work, it is often necessary to make a plan in advance, which is the detailed rules, steps and arrangements for implementing a specific action. What are the characteristics of an excellent scheme? The following is my collection of jewelry store marketing planning scheme, welcome to learn and reference, I hope to help you.
Jewelry Store Marketing Plan 1 I. Theme of the event
"Heart to Heart Star Wish" borrows a romantic star and makes a sincere wish to continue the fate of his or her previous life.
Second, the purpose of the activity
1, the ultimate goal: to increase product sales;
2. Direct purpose: improve brand awareness and reputation through activities;
Third, the activity time is 65438+1October 23-February 20.
Four. The selling point of the _ _ jewelry area of the venue.
Verb (abbreviation of verb) Organizer _ _ Jewelry Co., Ltd.
Sixth, the details of the incident.
Divided into three parts:
1, dedicated to lovers who can spend Valentine's Day;
2. Dedicated to lovers who can't spend Valentine's Day;
3. Dedicated to single aristocrats.
Specific as follows
1, dedicated to lovers who can * * * spend Valentine's Day together, write a romantic poem with him (her) * *, make a sacred covenant with him (her) * *, share deep language with him (her), hold hands with him (her) in this life, and * * * continue the fate of previous lives.
2. Dedicated to lovers who can't spend Valentine's Day. You have him (her), unchanging true feelings and eternal expectations, just because love is in our hearts. Give him a blessing, and it will come true, because it is the embodiment of love.
Heart sea
3. In the days when the colorful discs dedicated to single aristocrats are paired, let's put down our burdens for a while and have a date with the meteor, believing that it will fly to the place where our dreams come true with our wishes. Love recommendation: Kiss of an Angel
One of the highlights of the event, "Heart to Heart Star Wish", made a sincere vow to you, and let the meteor travel through every corner of the world with your true feelings. I believe that the dream in your heart will definitely come true. (Purpose: To create a romantic atmosphere for lovers and let them feel the uniqueness of _ _ jewelry. ) props preparation: meteorites, placed in exquisite glass boxes, represent the eternal love of one percent, one thousandth, one thousandth and one billionth of meteors.
Highlight 2: Participants of "Solicitation of Truth Manifesto" fill in your manifesto on the card specially made for you, and we will select the most creative manifesto, the most touching manifesto and the most romantic manifesto on March 3rd. Be sure to leave your contact information! We will help you convey your love to him/her. (Objective: To create a space and venue for couples to vent their feelings, on the one hand, to improve the brand's popularity and reputation. In order to make the award fair, we specially prepared a sealed box and an envelope for those who fill in the declaration. Fill it out, seal it in an envelope, and then put it in a box for the judges to choose.
Proper preparation: reserve appropriate space on the activity flyer page. In addition, leaflets should strive to be novel, unique and different, giving people a desire to read carefully. In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target audience. The higher the degree of stimulation, the greater the reaction to promote sales. This is the point to stimulate the target object.
Highlight 3 "Shopping Courtesy" All customers who shop on February 14 will receive small gifts. (Flowers) Activity Highlight 4: You can also design and process your exclusive diamond jewelry in our major selling points. It must be fun! However, you must remember to order in advance before you can give your people a unique diamond jewelry on Valentine's Day. Besides, you can go to romantic and warm coffee shops (candlelight dinners), teahouses and discotheques.
Seven, media publicity (omitted)
Eight, the scene layout
Each selling point has set up a special area to display the recommended products of this event; In line with the theme of this activity, it mainly highlights the atmosphere of "romance, warmth and solemnity". Specially show the complimentary objects of this activity: the eternal love of one percent, one thousandth, one thousandth and one billionth of a meteor. Each selling point is decorated with star ornaments (folded into small stars with ribbons) to create an atmosphere where meteors pass by (one big star and five small stars for each selling point). Hang a flag: a romantic meteor, with our sincere vows across the sky; X-frame: displays the event content.
Nine, preliminary preparation
1, personnel arrangement (omitted)
2, material preparation (omitted)
Jewelry Store Marketing Planning Project Chapter II Activity Theme:
Mid-Autumn Reunion Jewellery Accompanied
Scope of activities:
_ _ Each franchisee
Activity time:
September 30th to June, 20__ 10+0.
Activity creativity:
1, the event should be held in the whole audience, and the goal is to maximize sales.
2. Activities should be embellished with the atmosphere in the store and have festive elements.
3, advance the media copy, strengthen the influence of the festival.
The purpose of the activity: to promote sales growth, attract the attention of new customers, cultivate customer loyalty, shape and enhance brand image, and enhance the visibility and reputation of jewelry companies.
Activity content:
Activity 1: "Happiness comes from heaven" activity
1. Prepare heart-shaped colored balloons with built-in colored paper and prize cards. (you can put it in an advertising balloon)
2. Shoppers break balloons and pop up colored paper and prize cards (each balloon must have a prize, and the card indicates the prize).
Prize setting:
Used for jade ornaments, crystal ornaments, coupons, discount cards, etc. Franchisees can also prepare their own gifts according to their own conditions.
Activity 2: "Sincere gratitude" activity
Select a group of loyal customers (who have bought many times or spent a lot of money) and call them to receive a box of high-grade moon cakes or other exquisite gifts for free in the store.
Activity 3: Old customers can enjoy exclusive discounts or discounts for members during the activity. (The details are decided by the franchisee)
Remarks:
1. The activities in the store must be explained in detail to employees in advance, so as to achieve consistent understanding and consistent caliber.
2. The discounts, gifts and activity time span involved in this scheme can be determined by each franchisee according to the situation.
3. If franchisees deal in precious metals or other jewelry, they can launch interactive preferential activities accordingly.
Jewelry Store Marketing Plan Chapter III Activity Background:
Romantic Valentine's Day has become the best time for men and women to express their love in China, and jewelry is the best gift to express their love.
Activity theme:
Xiang yue Jia Rui romantic life
Activity time:
August 9-August 13
Activity content:
Yellow platinum:
1, thousands of gold discount 10 yuan/gram platinum discount 30 yuan/gram.
Diamond ornaments: 10% off the audience, love forever.
1, "Eternal love"-the diamond ring bought for each couple is engraved with the name, advocating eternal love. And issue a "love to the depths" card.
"Love goes deep"-when the crystallization of love is born, you can receive thousands of gold zodiac pendants with the "Love goes deep" card. (within 2 grams)
Where there is love, there are miracles.
If you buy jewelry, you can send it yourself, and we will send the flowers to the person you want at the time and place you want.
"Sweet words convey the truth" We will design some beautiful cards and send your sweet words and flowers to the people you want to send.
Jewelry Store Marketing Planning Chapter IV I. Activity Background
In order to better convey Shang's emotional culture, enhance consumers' impression and memory of Shang, and promote sales with brands, this activity plan is specially formulated. Mainly with the help of the event "Mother's Day", the concept of "Mother's Day" is spread in the name of "Yinlingshi Fashion", which reminds the target consumers to pay attention to "Mother's Day", triggers their celebration of "Mother's Day", and makes "Mother's Day" penetrate into the emotional depths of the target consumers, thus achieving the marketing purpose of improving brand awareness and increasing the purchase rate of brand names.
Second, the purpose
1, send a sincere blessing to all mothers in the world;
2. Drive the sales of products of Yinling Fashion Store;
3. Inherit the traditional culture of China and build a fashion brand of silver ornaments.
Third, the theme
Thanksgiving mom, the real stone conveys love!
Fourth, the target market
Cater to the psychology of target consumers and meet emotional needs. The target group is people aged between 25 and 45 who hold middle and senior positions in government agencies and enterprises. Because of busy work, I usually spend less time with my family, especially with my parents, so there is a common knot of "repaying the kindness of parenting", which can trigger their potential emotional needs.
Verb (abbreviation of verb) I-word duration
May 10 to May 12
Activity of intransitive verbs
1. Customers who accompany their mothers to the Silver Age Fashion Store during the event can enjoy a 20% discount.
2. Mothers who have been married for more than 20 years can receive a beautiful gift with silver age and fashion with relevant certificates. (Earrings recommended for gifts, between 20 and 40 yuan. Limited places while stocks last), you can enjoy a 8.8% discount.
3. If you spend more than 2,000 yuan in Yinling Fashion Store, _ _ wedding photo studio will take a set of wedding photos for your parents free of charge (implementation method: it can be combined with a local wedding photo studio with the name of "Love for Mom". ) (This method is for reference)
May10-May 12, the triple gift of "Silver Spirit and Stone Fashion" is dedicated to the loving mother in the world. Affordable gifts: folding jewelry; Filial piety: bright carnations; Sweet gift: wedding anniversary photos.
Jewelry store marketing planning Chapter 5 I. Planning background:
Project background:
In recent years, the competition in Shunde jewelry industry has become increasingly fierce, and various promotion methods and activities have reduced the profits of the whole industry. During May Day, Mother's Day and Dragon Boat Festival, many customers plan to buy their dream platinum and diamond ornaments during the festival, hoping that jewelry stores will launch some special preferential activities.
Company background:
Shunde Jewelry and Gold Store Co., Ltd. is a chain store specializing in selling gold jewelry and diamonds, engaged in the production, processing, wholesale and retail of gold jewelry. It is the first professional gold shop opened in Shunde and the oldest jewelry gold shop in Fengcheng. The company now has three branches. _ _ Jewelry Gold Co., Ltd. cooperates with many powerful suppliers, and the supply is stable. The jewelry sold has exquisite workmanship, diverse styles, elegant appearance, keeping up with the trend and genuine price, which has won the favor of all walks of life and customers keep coming back.
Second, the market analysis:
With the opening of the domestic gold market and the introduction of relevant policies on gold circulation in the market, the gold jewelry market still has great potential;
With the increasingly fierce market competition, counters and specialty stores in major shopping malls adopt public discounts or disguised discounts, and the promotion means are single;
Gold jewelry industry is a typical holiday economy;
Consumption hotspots are mainly concentrated in platinum diamond products, and the sales of gold products lack leading selling points;
Consumers' consumption ideas have shifted, leading to the shift of consumption hotspots;
Consumer groups tend to be feminine, but male consumers are buying intermediaries;
The spending power of holiday purchases is limited, and the possibility of repeated purchases is very small;
Most of them are non-impulsive purchases, and the interval between repeated consumption is long;
Fashion is the main selling point of decorative products;
Holidays are a vigorous promotion period for major jewelry stores;
The main competitors are brand counters and other brand stores in major shopping malls.
Third, marketing ideas:
According to the product categories (platinum diamonds and gold) and the segmentation of target consumer groups, this festival's combined marketing activities take platinum diamonds and gold products as the main sales products, and will take the award ceremony of "Shunde Regional Image Promotion Language" as the breakthrough point, take three festivals (May Day, Mother's Day and Dragon Boat Festival) as the key activities, and adopt efficient combined marketing methods to segment consumer groups one by one.
Activity theme: Bridge. "Bridge" means _ _ Jewelry Gold Store is located near Jiuyan Bridge in Fengcheng, and it is the oldest jewelry store in Daliang. "Bridge" means a bridge for people to express their thanks and greetings to their mothers and other relatives.
All kinds of promotional activities and related advertising design expressions are carried out with the concept of "bridge".
Fourth, marketing objectives:
1. Grasp the arrival of the holiday sales peak, give customers a refreshing feeling through a series of systematic publicity inside and outside the store, make every effort to create a good shopping environment and enhance the overall social image of jewelry.
2. Expand the influence of _ _ jewelry among consumers, and enhance the corporate image and attention of _ _ jewelry gold shop;
3, through a series of promotional activities, attract tourists, improve visibility, and directly promote the jewelry sales of _ _ _ _ _ _ _ _ _ _ _.
4. Increase popularity for store sales.
Verb (abbreviation for verb) marketing plan:
This combined marketing plan takes the award ceremony of "Shunde Regional Image Promotion Language" as the breakthrough point and takes three festivals (May Day, Mother's Day and Dragon Boat Festival) as the key activities. The marketing plan combination is as follows:
Warm-up period: April 25th-May 7th.
High temperature period: May 8 (Mother's Day)-June 1 1 (Dragon Boat Festival).
Insulation period: after Dragon Boat Festival-June 30th.
Fourth, the specific implementation:
1, live broadcast of the award ceremony:
1) Party website layout.
2) Distribute activity leaflets at the entrance of the auditorium.
3) The award ceremony is interspersed with live programs: strive for approval and add this program to the party. (3) The time is about 5 minutes. Make some simple props with foam board (or KT board) and put them on the stage. Then invite the model to go on stage to show real jewelry, and walk back and forth with prop boards with pictures and posters in their hands.
2. Store promotion:
1) Store atmosphere layout: The overall requirement is grand, strong and atmospheric holiday atmosphere.
2) Store promotion: Take the form of a big lottery, which runs through the whole activity cycle.
3) Prize setting: self-made 10 gold zongzi and 20 silver zongzi, exquisite gifts (jade mobile phone pendant, crystal crafts, watches, glasses, lighters, shawls, jewelry boxes, etc. ).
4) Activity content: The customer is the god of _ _ jewelry, and _ _ jewelry cannot be separated from the support of Shunde people. In order to thank Shunde people, _ _ jewelry can be given back to customers at extra value, and all gold and silver jewelry can be obtained.
A beautiful prize, everyone can win the prize. First prize: golden zongzi, second prize: silver zongzi, third prize: souvenir.
5) Lottery form: Print lottery cards (or copy lottery cards) with serial numbers, customer contact information, etc. , one for each customer who buys jewelry, fill it in on the spot, put it in the lottery box, put a lottery box in each store, and go to the notary office for lottery twice on May 15 and June 20, and the prizes will be divided twice. After a lottery, the results will be published on the list and published in the newspaper.
3. Newspaper and TV advertisements:
1) Newspaper advertisement: Pearl River Business Daily, published in three issues, with activity information published on April 25th, lottery results of the first issue+activity information on May 16, and lottery results of the second issue+thank you on June 2nd1.
2) TV advertising: add subtitles to the existing image propaganda film, and choose Shunde TV station, Jade TV station and local TV station to launch it.
4. Leaflets, posters and other publicity materials: eye-catching publicity materials with unified design form and style, with the theme of "bridge" and greeting cards.
5.DM single newspaper distribution: distributed with Guangzhou Daily in Daliang area, with about 20,000 copies.
Verb (abbreviation for verb) cost budget:
The ways to generate expenses include:
1, bonus fee.
2. Design and printing expenses of publicity materials.
3, the party model show fee.
4. TV and newspaper advertising expenses.
Except for prizes, other expenses are controlled at around 20,000-30,000 yuan.