First, the purpose of opening activities:
1, to establish the public image of the renovation company, to win the attention of the major media.
2, through the opening activities to gather popularity, show the decoration company's new image, improve visibility.
3, through the opening activities, strengthen the influence of the decoration company in the local community, to promote sales.
4, through the unique form of activities, to attract the public and the media, improve the communication effect.
Second, the pre-publicity program:
The success of the opening activities by the pre-publicity is in place to determine. Only a good pre-publicity to ensure the success of the opening activities held. We must have this realization in the mind, rather than delay the opening, but also not sloppy in the pre-publicity. Pre-publicity ways and specific operations:
1, the neighborhood household publicity: this is the most direct and most effective means of operation, but also the most complex method. Specific operation:
(1) two publicity groups to publicize, each group in two or more than two people, if the conditions limit a group of people can also be. The purpose of the publicity group is just two weeks before the opening, through one-on-one publicity with customers, constantly looking for and tracking customers, to understand the details of the prospective customers and needs, and ultimately the customers will be guided into the opening site can be.
(2) the downtown property is divided, the distribution is basically balanced. Each group is responsible for a region to carry out the work. Competition between the two groups, the competition indicators for the number of customers guided into the opening site and the number of customers signing orders. Those who perform well are recognized with cash prizes, and sales staff are investigated and retained. According to the sales volume of each group to commission measures to mobilize the enthusiasm of the sales staff.
(3) the contents of the household publicity: the company`s profile, product introduction, opening activities in detail, the customer`s basic situation and willingness. It is worth noting that the understanding of the prospective customers to collect and organize, tracking, and store shoppers to maintain communication, to find the right entry point for the opening of the rapid signing of the single well prepared. The day before the opening, the salesman should communicate with the prospective customers on the phone to confirm to come to the store to participate in the opening activities.
2, leaflets: leaflet design to a scene, the theme of the event is obvious (keywords: low price / environmental / quality / service). The production should reflect the grade of the brand to. Avoid the use of red, yellow monochrome printing leaflet form, no grade.
Third, the opening activities of the design of promotional content:
First of all, we need a relatively low-priced products to attract customers and detonate the market, the price needs to be particularly emphasized out, eye-catching. At the same time, the design of the promotional content to be relatively lively feeling, such as price discounts, promotional gifts, and can even take the prize, lottery and so on.
Fourth, the opening activities to create the atmosphere of the scene:
Arches, flags, carpets, hanging flags, balloons, easy to pull the treasure, baskets and other traditional ways can be used. The momentum must be big, can really make the atmosphere. At the same time, the placement of gifts should also have the momentum, the pile should be large, giving people the feeling that a lot of gifts, very valuable. The purpose of the roadshow is to attract the attention of customers who come to visit, to be able to accurately find the location; in addition to attracting the attention of all citizens, and even the attention of the media. The atmosphere of the scene is also a complementary.
A planning idea
Based on the background analysis of the characteristics of the shopping mall can be seen to lead the regional consumption of the leader, so the first step is to gradually progress in the name and reputation, in the minds of consumers to form a good consumer word of mouth and conducive to the expansion of merchants. All of these need to be pre-promotional activities to develop consumer awareness. Of course, the opening day is the most important.
"Opening" to ensure that "the first battle will be won" is the first topic of all new projects, especially the increasingly fierce trade today, so to do: both warm on-site atmosphere, but also have a real pre-promotional activities, there is a need for a variety of Celebration activities with the shock and fame, as a preemptive, stand firm.
Second, the principle of activities:
1, must create a scale in the momentum of the opening ceremony activities, the pursuit of warm atmosphere and attraction.
2, through the opening ceremony, and strive to leave a deep impression in the neighborhood.
3, to have a continuous promotional activities, and make customers feel fresh, it is best to form a news point in order to easily spread.
4, promotional activities do make customers feel "affordable", the ultimate increase in the reputation of the mall.
5, the project planning program should be easy to manipulate the implementation, and risk control.
Third, the activities of the goal
Through the success of the opening ceremony activities, to achieve progress in the mall's popularity, to promote investment and attract consumers.
Fourth, the pre-preparation program
Before the opening of the main streets and major schools in the interior to do touring publicity show promotional activities. The promotion is launched.
A week or ten days before the opening, to the surrounding residents and passing staff and various schools to distribute the opening of publicity materials.
A week or three days before the opening, placed around the mall floating air ball, hanging down the opening ceremony banner, to create a festive atmosphere. For the official ribbon-cutting to do warm-up work.
A week before the opening, increase promotional activities to ensure that the opening day of the traffic.
Fifth, the project implementation program
1. Activity elements
Activity name: Zhuo Wei International Sports City
Activity time: xx x months
Activity location: Zhuo Wei International Sports City
Activity crowd: the leadership of the mall, special guests, the surrounding residential area residents,
Activity Objective: Through the successful organization of opening activities, to achieve progress in the mall's popularity, promote investment and attract consumers.
2. Organizational activities
a, the atmosphere outside the mall decoration
b, site layout:
stage and sound configuration, flower baskets, banners and floating air ball and cold fireworks, etiquette and other organizations c, performance programs:
marching bands, lion dance performances, street dances and singing performances, as well as the second three days of the rice-planting performances to continue to the opening atmosphere
d, the opening activities of the mall to promote the development of the shopping mall, to promote investment and attract consumers.
d, the pre-publicity work:
1) publicity car into the county (suburb) touring performing arts publicity and promotion
2) shopping malls pop posters, display boards, etc., to create a festive atmosphere
e, the late publicity work:
three days (every day in the afternoon) performances, to maintain a period of celebratory atmosphere.
The above program is determined by my company after much discussion, please give guidance to the leaders, the preparation of the celebration ceremony, we thought that first of all in the guiding ideology to follow the "enthusiastic", "frugal" and "meticulous". "meticulous" three principles. The so-called "warm" refers to find ways to think in the process of celebration ceremony to create a cheerful, festive, grand and exciting atmosphere, without making it too boring, boring. Ceremony to cut the complexity and simplicity, but there is no lack of warmth and grandeur. Instead of plain, haphazard, or lay down, gray on a stage, it would be better to simply will be slightly to not engage in. The so-called "thrifty" is to require the organizers to be thrifty, in the celebration ceremony and its preparatory work for the whole process, in the expenditure of funds in a realistic manner. Moderation and frugality. The so-called "meticulous" refers to the organizers of the preparations for the ceremony. Not only to comply with the ritual practices, but also to analyze specific situations, careful planning, pay attention to details, division of labor, meticulous. Strive to be thorough, meticulous, and strictly guard against duck eggs, although there are seams, the scene of the error.
In short, we will consult with you more, more discussion, and will minimize the activity costs, the effect of the activity to do the best.
A preface
The opening ceremony to produce a grand celebration atmosphere as the benchmark, the activities to form a good brand publicity, image display effect as the goal.
Through the opening and guest cocktail activities, reflecting the Hangzhou x wine company "luxury sauce delicious classic" theme and taste, in the minds of participating consumers to leave a deep impression and a good reputation, the establishment of brand loyalty, so that the potential customer base materialization, and to establish a leading position in the industry.
Second, the activities of the program
This plan consists of two parts: opening ceremony, promotional activities
Hangzhou x Liquor Company opening ceremony program
Hangzhou x Liquor Company main venue layout is envisioned as follows:
1, the stage:
Stage set up in the Hangzhou x The stage is set up in the square on the first floor of Zhongnan International Building where the wine company is located, and the left side of the square is decorated with a 15-meter large arch (the middle position of the two floors). Due to the hot weather, in the middle of the square, "Zhongnan Building" in front of the door about 150 square meters of shade.
The red carpet extends from the arch to the awning. Arch to the awning set up two welcome, as a welcome avenue, the side of the small flower pots,
The main stage in the Zhongnan International Building at the south door, to have been in the steps above the platform (about three meters) as the stage, set up after the backdrop to cover the existing glass doors, on the red carpet,. Stage left and right to set up sound, the middle of the vertical microphone, the rear of the stage under the spray-painted picture of green plants and bonsai flowers with color embellishments (including under the stage).
2, sound full set: a set of 2 main box, 2 back to listen to, 1 mixer and cabinet full set.
3, background frame construction: 6 meters long x 3 meters high frame structure.
4, awning construction: from the main stage steps down about three meters to build the awning, an area of 10 meters x 15 meters. Set up an entrance on the left.
5, tables and chairs: the awning as a whole on the red carpet, placed 100 chairs for guests to sit.
6, welcome area: the awning inside the set of 4 welcome personnel, for guests to guide the seat, issue mineral water.
7. Arch Gate: A 15-meter wide arch gate was set up on the left side of Zhongnan International Plaza. (Advertisement slogan reference):
Advertisement introduction:
A lively celebration of the grand opening of Hangzhou x Wine Co.
Note: the placement of the position see the plane effect of the icon position.
8, two balloons: two hanging "Warmly celebrate the grand opening of Hangzhou x wine company"
9, guide signs: four bridge under the bridge, the square at the entrance to the setting of the guide sign each.
10, colorful roadside flags (20): in the square around the rendering of the atmosphere
11, flower baskets (1.5 meters high, three-layer flowers): flower baskets on the word: He Hangzhou x Liquor Company Limited grand opening of xxx company congratulations
flower baskets placed on both sides of the stage.
12, corsage (guest flowers 20)
13, ribbon cutting: leadership together to cut the ribbon (Miss Manners on stage, for reference only.)
14, Miss Manners: 6 Miss Manners, dressed in uniform red cheongsam stand in the designated place to welcome guests.
15, vehicle access instructions guide sign, guest rest area, and other instructions marking the layout:
In the square side of the fixed position to set the vehicle in and out of the parking guide signage, vehicles parked there uniformly. Vehicles by the security guide unified parking. Note: The security guards pay attention to the site parking guidance work.
16, the process of display racks: guests set up at the entrance to the meeting process display racks, which is mainly marked with the general time of the meeting and the guests of the banquet orientation map.
17, for the approval of the relevant procedures
For the approval of the relevant procedures: the stage construction and property companies to communicate with the air floats and the Meteorological Bureau for approval.
18, other materials to prepare:
1, the name of the location of the main VIP seats, flower plates, flower baskets, color balls, ribbon cutting tools.
2, guide signs, parking signs, sign-in signs, rest area signs and guide signs.
3, the atmosphere of the rendering of things, the stage, background frame, sound, flags, tables and chairs;
4, hosts, staff and so on.
5, in case of rain record preparation.
Second, the guest tasting (Songshan Pinyue venue) layout
1, sign-in desk: sign-in desk is located at the entrance on the left, two tables plus two staff. Prepare table cards (guest sign-in table) and sign-in book two books, a number of pens.
2, welcome 6 guests, guide the guests to their seats.
3, the main stage of the tasting: located in the center of the Geishan Hall, set up 4.5x3 meters behind the backdrop, the stage with the hotel's stage, the host desk is located on the right, with flowers.
4, projector: the right side of the stage to provide a projection screen as a PPT presentation.