Presidential beverage roadshow activity planning program
As an emerging beverage, its promotion and sales channels, activities about the beverage is closely linked. Among them, the roadshow contributes the most as a large-scale promotional activity! Roadshow is outreach plus stage. Stage to gather popularity, the show is to enhance sales, and not to do public service performances, must maximize the company and product promotion effect. Tent is the stage publicity to undertake, the ultimate purpose of the show is to capture sales, both hands! Host and responsible person is the key to the success or failure of the activity, the specific implementation of the program is as follows:
Roadshow before:
Step 1: site to determine
1, site location:
Roadshow location must be selected in a large terminal, salesman strong, large flow of people can be placed in the stage and the tent open space. Terminal is the roadshow to undertake, roadshow is an extension of the terminal, the two have an impact on each other, only a good terminal to undertake in order to maximize the effect of the roadshow.
2, venue contact:
The venue must be at least one week before the planned activities to implement a good. Please pay attention to the contact with the shopping malls and city management between the two consultations. Contact the venue to the stage and tent location, can be placed on the stage size of the size of the power supply, pro-activity range and other issues to determine a good. Find out if there is any information about other brands' activities on the day of the event, especially competing products. In schools where students gather, it is necessary to implement a good contact with the school: the venue's contact, communication with school security, cooperation with student organizations, etc..
Step two: the performance team
1, the determination of the team:
The effect of the performance team is the entire roadshow activities of the activity of the excitement-making point. There are two ways of composing the performance team. One is to invite performing arts companies. The second is to ask art students (host and dance, music) composition. The third is self-written and self-directed. Promoters, business people, agents, their own programs, their own host! In addition, the team of pro promoters is the key to brand promotion, we will contact the promoters who can talk, rich sales experience.
2, the determination of the cost:
The above three ways, the cost decreases. But please acting company need to consider the reasonableness of the cost. Zhejiang near the current performance company cost standard (reference) yuan (4 hours / day / 2 games) ----- yuan (4 hours / day / 2 games). Which costs need to consider whether the stage speaker equipment, including tax tickets. The number of performers (at least one sound engineer, one support, two dancers, one male and one female singer). All of the above are usually included. Temporary promoters, $300 (12 hours/day), and management and design fees of eight percent of the total cost.
The third step: determine the theme
1, the theme of the determination
The theme of the roadshow should be in line with the actual date of the event and the situation, can be combined with the local characteristics of the innovation, the theme of the different gimmicks to attract consumers are not the same. Multiple roadshows will make consumers lose aesthetic value, do not think that the roadshow has been done many times very experienced and do not go to the trouble, so the roadshow promotion will only become more and more ineffective.
There are several factors to consider when determining the theme. First, to avoid too much commercialization, as close as possible to the public welfare and entertainment. Second, simple to understand, dare to be innovative, rich in character. The theme can be selected in combination with the activity game or activity form. Third, color pages, posters, background cloth theme consistent!
2. Determination of the form of the event
A. Tasting
The roadshow site in the high-traffic venues for the tasting
B. Sweepstakes
Sweepstakes as a mandatory form of roadshow to a certain extent is still attractive. But at present such a form has been used by major manufacturers, so our form and strength must be big. Prizes must be high, the winning rate should be announced, and the raffle format is determined!
C, promotions
This time, the strength to be large, just entered the market for drinks, the most important thing is to first obtain the consumer's affirmation, can be a certain degree below the market price of consumer feedback.
The fourth step: material preparation
1, package material to the person
Promotional materials are divided into publicity materials and activity materials. Publicity materials are used to create momentum and expand publicity. The principle is to be able to set up three, not two, the greater the momentum the better. Activity materials used to capture customers to ensure that the required. Each piece of material regardless of size should have a person in accordance with the material preparation list package material to the person, the responsibility to the person (see 'roadshow material list'), to determine the material preparer, the number of materials, materials in place at the time, at the latest, must be completed two days before the show. 2、Special coloring pages
Design a special roadshow coloring pages, one side of the detailed features of the main promotional models specific introduction, the other side of the event theme, information on the purchase of free information / lottery information, roadshow time and location. Determine the number of coloring pages, which must be printed a week in advance before the show to facilitate the warm-up, and the coloring pages must have the function of receiving free gifts (mat boards, exercise books, fans) at the site. Under the conditions, the color pages can reflect certain entertainment information!
A roadshow generally use 1-2 million copies of the leaflet
Step 5: personnel division of labor to prepare
1, the commander-in-chief (special emphasis):
The whole activity must have a person throughout the organization and leadership, coordination and integration of the whole activity, supervise the combat action of each team, the soul of the whole activity. Its work is pre-war mobilization, point to, distribution of sales tasks, timely notification of changes in sales, the organization of shouting slogans, guiding the field staff sales, quickly solve the emergency situation, post-war summary, comment on the activities and personal performance.
2, the pro-promotion team building:
① Fixed person fixed post. Promoters must have experience, speak well, understand the product.
②Targeted training. Pro promotion is divided into two categories of promoters (coloring pages, guiding customers, holding up signs, shouting slogans) and explainer training, and then in accordance with the roadshow site area to produce training programs. Explainer should also have to be a good promoter, training to everyone over the hand.
3, the host: the host is directly related to the influence of the stage show. The host should have extraordinary passion, with affinity, rendering power, the ability to control the scene and the ability to adapt, and to understand the Noah's Ark company and its activities on the day of the main products featured selling points. The host should be clear that the day of the roadshow is sales-oriented, know the information on buying and gifting, the program flow of the event, to communicate with the performers of each program in depth, know what is prepared in the program, the number of small gifts is how much. Host to realize the need for company training, know the company's products, understand the various types of product features.
4. Performers: the performance of the program does not need to find a special performance company, performance company performances are too popular and commercial, and high cost. We will contact the school, the Children's Palace excellent performers for wonderful singing, dancing and other performances, performances at the same time interspersed with the introduction of the product.
Sixth step: preheating
Roadshow activities on the day of the popularity to be prosperous, the preheating is very important, must let more people know the presidential beverage is when and where to hold a large-scale performance activities, as far as possible in advance of the 5-7 days time to the activities of the location of the surrounding schools, communities, supermarkets, shopping malls and so on to be issued. The surface should be wide, to send through.
Regional managers and business personnel must lead and supervise the distribution. Distributors should be targeted training, to the target customer groups audible distribution, informing the event location and the content of the offer.
Color page preheating notes:
"Fixed point": both sub-local preheating. Vegetable market. Street stores. Leisure plaza. Schools and supermarkets. Townships and so on.
"Timing": a certain period of time to a certain place to warm up, so that the comprehensive use of time to achieve the best results. For example, in the morning to the market, morning, afternoon to the street stores, noon to the training center, school. In the evening to the leisure plaza and supermarkets, etc.
"Fixed": business personnel or promotional team leader is responsible for their own group warm-up effect. The pairing of personnel to divide the work of preheating, coordinated planning!
Seventh step: pre-war mobilization
The day before the event to participate in the event all the relevant personnel are called together to open the mobilization meeting. Everyone should do the work to each person's body, everyone should understand their role in the activities and tasks.
A. Introduce the basics. Including roadshow theme, buy information, activity time and place, sales target. (Activity responsible person according to the activity location traffic, past sales, competing promotions, roadshow input costs carefully accounting to determine the sales target, refinement of the target sales.)
B. Grouping and distribution of sales to groups. 2-4 groups, with competition and cooperation. Set up a group leader and announce the commission method. Make posters announcing sales and canvassing competition.
C. Shout slogans. Encourage morale. (Practice slogans in advance)
Roadshow: the first step: point of arrival
1, headcount: 30 minutes before the specified working hours first count all staff and the number of pro-expedition, has not yet arrived to call first
to determine the time of arrival;
2, assembly, team, signing in: more than 6 people (including salespersons, business) of the team lined up in two rows of the relative With the day of the work of the pro pro-work list point to, require a loud point to, loud answer to, point to the same time teammates recognize each other (require the leader to familiarize themselves with the pro-work list in advance, on the spot on the name of the pro-work, prohibit the use of the "feed" "who"); then each person in their The first is to sign in after the corresponding list.
Second step: division of labor
Take out the night before the list of division of labor in advance, indicating the specific work of each person; the position in which each of the proctor works. Determine the site station, emphasizing mutual cooperation within the team and between the team;
Step 3: sales distribution
1, to the point of sale (each tent and counter) as a unit of total sales broken down to the point;
2, to the team as a unit to announce the sales target for each point, emphasizing that the sales should be completed by the team, and do not assign the sales to an individual;
3, in the form of questions and answers to confirm the sales of each team and the number of heads;
4, set up the activity site, familiar with the mall counter routes, observing the cash register, competitor counters, elevator entrances, and other favorable terrain and routes
Step 4: Program Arrangements
1, the program process references:
A.M.: 8:00 a.m. before the site set up (the stage is built - preferably the night before) Set up; sound debugging; background installation)
08:00-09:30 play ads. Distribute flyers, warm up the event, hold up signs and parade
09:30-09:50 host of the company's introduction, introduce the theme of the event, the event began.
09:50-10:15 program 10:15-10:30 interactive games, product display (as long as the popularity of the product display)
10:30-10:40 program
10:40-10:55 interactive games
10:55-11:15 product introduction, interactive games (watermelon eating contest, balloon stepping contest, etc.)
11:15--11:25 program performance
11:25--11:30 hosts to summarize the activities
P.M.
P.M.
Afternoon: The afternoon program time starts from three o'clock to five o'clock. The activity schedule can repeat the flow of the morning.
The fourth step: the site monitoring points
1, shouting slogans
Shouting slogans at the whole point, and according to the site to increase the frequency: such as low morale, when the flow of people, the counter counter of the goods when there are some people watching, when the sales;
2, holding up signs to the street
In the event when there are not many people on the scene (such as the end of the stage show) to the event location around the parade, try to maximize the publicity effect. When you hold up the sign parade, pay attention to the sign should be raised correctly, the footsteps should be aligned, slogans should be loud, special arrangements for a person on the side of the road along the distribution of colorful pages.
3 ﹑ problem solving
In the activities of all listen to the commander-in-chief arrangements, regardless of any problems found to the commander-in-chief to reflect and immediately solve.
After the roadshow:
Post-war summary (15-30 minutes): After the morning activities, the commander-in-chief should be timely to focus on all personnel to conduct a brief summary of the day's activities after the end of all the materials packed up by the commander-in-chief of the organization of the exchange of ideas. First let the person in charge of each group to summarize the work of the group, and then let each person to the percentage system to give their own score, with two minutes to summarize their own performance today last by the general director to sum up the experience pointed out the shortcomings, praise the advanced and typical, and announced that the day of the provisional promotion of the wages obtained. The purpose is to summarize the experience, strengthen the shortcomings, and enhance the collective sense of honor of the Pro-Promoter.