Selected promotional planning model five
Promotional planning Part 1First, the purpose of the activity:
1, seize the peak of this month's sales, through a series of systematic layout inside and outside of the store publicity, to give the customer a refreshing feeling, to fully create a good shopping environment, to enhance the Division I external
2, through a series of planning activities to attract traffic, increase popularity, and directly enhance sales performance.
Second, the activity time: **** December 2 - December 27
Third, the activities of the publicity plan:
1, poster: according to the company's overall arrangements.
2, TV: a month, November 25 - December 25 inserted Hong Kong Radio, Jade Channel, every night at 7:30 p.m. broadcast 30 seconds of advertising, ***60 times, the cost of *** total: 14108 yuan
3, on and off the billboards to publicize: the general requirements: activities announced must be in advance, accurate, typographical Beautiful and generous, the theme is prominent.
4, the atmosphere of the store layout: the overall requirements: the holiday atmosphere is grand, thick, atmospheric. (Separately introduced program, in this case, omitted.)
Fourth, the activities of the organization plan:
(1) the activities of the time period of the arrangement:
(in order to make the activities have continuity, articulation, easy to remember, the activities will be arranged on a weekly basis, take turns on the customer to carry out promotional activities to continue to stimulate the consumer's desire to shop, deepen the customer's impression of the ***, and continue to implement the consumer behavior.)
The first week: December 2 - December 6
□□ Surprise the first: shopping points to send rice, accumulate as much as to send as much!
Market analysis: At present, the integral card is an effective promotional measure to attract customers to long-term implementation of consumer behavior, but with the entry of CR, the other side may introduce more favorable to our concessions, to stabilize the integral card customers, is bound to introduce a more favorable than the other side of the policy to cut down on the competitor's power.
Activity time: December 2-6, 7:30 pm every night to start
Activities:
"The customer is *** God, *** more inseparable from the customer's support", in order to thank the *** long-term support and loyal customers, ** ** * Super return: Where in this period the day after 7:30 pm with the integral card one-time shopping points full of 10 points to send 10 pounds of rice, accumulate 15 points to send 15 pounds, accumulate 20 points to send 20 pounds, accumulate 30 points to send 30 pounds, accumulate 40 points to send 40 pounds, accumulate 50 points above the limit of 50 pounds, so preferential, so heartwarming, do not hurry up and take action! With the integral card and computer small ticket
(limited to the day after 7:30 small ticket, the amount is not cumulative) to the exit of the mall to receive. While stocks last. Fresh 20xx pounds of rice
The second week: December 7-13
□□ Surprise second: *** points card again with you!
Analysis: As the first week of the activities of the promotion is quite strong, not only will attract the points card customers to spend, but also attract customers without a points card, so how to meet this group of customers without a points card? The only way: to issue another issue of points card, so as to expand our points card customers again, and strive for market share.
Activity time: December 7-11
Activity content: Christmas carnival, **** points card again with you! As long as you shop in my mall full of 100 yuan plus 2 yuan to get a points card, this points card in addition to enjoy the previously agreed upon benefits, in the Christmas period to enjoy more value for money, more unlimited returns. A card in hand, the surprise is always there!
Note: With a computerized ticket (the day the ticket is valid, the amount is not cumulative) to my shopping mall bulk shopping for.
The third week: December 14-18
□□ milk powder culture week
Activity time: **** December 14 - December 18
Activity content: combined with the weather and dietary characteristics, during this period focus on the launch of the milk powder promotions, the organization of 3 Manufacturers of training and health care promotion, such as Wyeth, Mead Johnson, Abbott, etc., and require each manufacturer to provide the appropriate gifts for the gift and promotion, counting 700 copies, during this period to provide 10 milk powder surprise specials. Food
Fourth week: December 21 - December 27
□□ Surprise fourth: Carnival Christmas, plus one dollar more a piece!
Activity time: December 23rd -25th
Activities: All in this period, the day in our shopping mall one-time purchase of 58 yuan and above will be presented with a small ticket plus one dollar to get a valuable gift. (Daily limited, first-come-first-served)
Shopping for 58 yuan plus 1 yuan to get *** Christmas hat (limited to 300 daily)
Shopping for 118 yuan plus 1 yuan to get *** grapefruit a (limited to 300 self-care)
Shopping for 218 yuan plus 1 yuan to get 500ML bottle of soy sauce (limited to 300 bottles of food)
□□ surprise! Fifth, Santa Claus is coming! Sweet gift giveaway
Activity time: December 24th, 25th
Activity content: every day by Santa Claus and Granny Claus handheld Christmas gift bags to our shopping malls for children to give away candy. (Preparation: about 30 pounds of sugar per day.) Food
(2) Saturday and Sunday activities:
Purpose `: According to the current sales situation and local consumption habits, Saturday and Sunday traffic also has the potential to tap, through the following activities, aimed at pulling Saturday and Sunday sales, to improve the overall sales this month.
□□ Carnival Christmas, ultra-low outlet
Time: December 5, 6, 14, 15, 21, 22
content: every day 11, 12, 13, 14 departments to provide more than two kinds of ultra-low price goods, uniformly placed in the exit, the formation of an ultra-low outlet, customers with the purchase of the day more than 38 yuan of computerized tickets. Each person is limited to one per ticket, while stocks last. 11, 12, 13, 14 departments
□□ □ Purchase fresh to get pomelo
Activity time: December 5, 6, 14, 15, 21, 22 morning 9:30-11:30 3:30-5:30 p.m.
Activities: Every day, 15, 25 Department of the staff responsible for organizing the rotation, the purchase of fresh food full of 18 yuan can go to the exit of the shopping mall to participate in the grapefruit pitching contest, a vote for a vote, the person who voted to get this grapefruit. (Limited to 200 per day, *** counting 1200 at their own expense)
□□□ Christmas, good luck!
Activity time: December 5th, 6th, 14th, 15th, 21st, 22nd
Activities: Merry Christmas launched: shopping and playing dice, good luck naturally! Where my shopping mall shopping full of 58 yuan of customers, that is, with a computerized ticket to my mall exit to participate in a "play dice" game activities
Activity, full of 98 yuan twice, more than 168 yuan three times, our awards are set up to:
Highest Lucky Prize: rolled six six-point, the award is worth more than 100 yuan! Lucky" prize: roll any five or more of the same point, get a gift worth 5 yuan; (50 copies / day, 300 copies, 1500 yuan) food
Play dice "participation" prize: roll three or more of the same point, prize souvenirs, limited daily, first-come-first-served. The prize will be awarded on a first-come-first-served basis, while stocks last. (100 copies / day, 2 yuan / copy) daily
□□□ "your health, our wish" *** National Long-distance Running Games
Activity time: December 21, 9:00-10:00 a.m. must be contacted with the relevant government departments can be done? Must have the approval of the relevant departments, pay attention to customer safety.
Activities: To promote national fitness awareness, attention to people's health, closer to the community people's friendly relations, mobilizing the people of Zengcheng to hold a long-distance running games, where my shopping mall shopping full of 50 yuan can register to participate in the participants from the age of 10 years old-50 years old, young and middle-aged people are preferred. The quota is 100 people, after the event, everyone gets a souvenir. (Provided by the health care products manufacturers, the champion 1 prize worth 500 yuan health care products a prize, the first runner-up 1 prize 300 yuan health care products a prize, the second runner-up 1 prize 100 yuan health care products a prize, the rest are awarded 20 yuan worth of health care products a prize.) Food
□□□ "Carnival Christmas Week Happy Unlimited" series of activities
Activity time: December 21-27
Activity content: shopping, entertainment, leisure, **** with you happy Christmas, for which we have prepared a nightly large-scale entertainment program. Large-scale entertainment program, please pay attention to ***, focus on ***.
Time: 7:00 pm every night Location: **** mall entrance stage
December 21 - 23: film classic release: by the 13 responsible for putting the back projection. Self-care
December 24: "Christmas Carnival Week" Masquerade Ball: employees enrolled collectively to participate in the program to modern dance, pop songs, street dance, disco, Santa Claus show games. Interspersed with free candy tastings (10 pounds of soft candy) beer free drinks (30 bottles), and the scene throw gifts. Customers can be invited to join the dance party to liven up the atmosphere. Food
December 25: "Carnival Christmas Week" large-scale fashion show: organized by the shopping mall "charming beauty" fashion team. (Self-care)
December 26: manufacturers of large-scale cultural evening: the manufacturers are responsible for inviting song and dance troupes to organize a professional cultural evening. Appliances out of 1500 yuan, the square to invite professional performances
December 27: Children's Games Competition: age 5 years -15 years old, hula hoop contest 6 groups, 5 people per group, jump rope contest 6 groups, 5 people per group, *** count 60 people. (Self-care)
V. Cost budget
Promotion Planning Part 2First, the spike activities
Yehuang electrical franchise "38" spike promotional activities is the launch of a limited number of popular Style iron (W123F) and electric kettle (1215HS) to promote, and then the provisions of the March 8 by the time to start spike sales, after the time to immediately restore the original price. Then if a large number of potential customers in a very short period of time waiting for the start of the snatch, in fact, spike to put it bluntly is a kind of seller with a low price and time to stimulate the buyer's shopping desire so that buyers to produce a snatch a kind of promotional methods.
Second, the promotional products and activities
Celebrate the new opening of Yehuang Electrical franchise, selected the following products for ultra-low special price spike:
W123F iron, 55 yuan spike
1215HS electric kettle, 1 yuan spike (the biggest highlights)
Limited time to buy! Activity rules:
(1) March 8, the time slot for the purchase, grabbed and time to time (spike time is in the Internet crowd peak);
(2) Yehuang agent of the various brands to give support, ultra-low prices back to the customer;
(3) the purchase of goods to enjoy the same Yehuang to provide all the goods to protect the service;
(4) the activities of the
(4) This activity does not support cash on delivery service;
(5) The final interpretation right belongs to Yehuang.
Third, the purpose of marketing
1, the core keywords: Sanyo electric kettle, electric kettle, Sanyo electric iron, electric iron, Sanyo electrical appliances, one dollar spike activities, etc., so that Internet users searching for these keywords can search for details of our spike activities.
2, through the integrated use of Baidu encyclopedia, blog marketing, forum marketing, interactive marketing, B2B platform to publish a comprehensive increase in the store and the exposure of these two promotional products, to promote the transaction, to the hot drive the popularity of the online store, to promote the transaction.
3, the use of products with large price differences to attract customers, can effectively stimulate customers to impulse purchase, so as to achieve the effect of enhancing sales, IP. The spike activity will be put into the target customer base more, high traffic blogs, forums, etc. to hype, stimulate customers to browse the spike page.
Four, marketing strategy
1, highlighting the strengths of Yehuang advantage. The online store is newly opened thanksgiving feedback value promotion, genuine guarantee, price real
2, "Thanksgiving feedback, Yehuang have you more wonderful", to improve the credibility of Yehuang;
3, the use of integrated marketing. Electrical products are particularly suitable for integrated marketing;
4, competition and reference brands "Tiger, Elephant Print".
V. Specific implementation
Note: 1, blogs: to the major high-powered blog registration account. Such as: Baidu space, Sina blog, Sohu
blog, NetEase blog, Boree blog, Qzone, etc.; and then every day on these blogs to publicize the details of the promotional activities, write the blog to be reproduced in other blogs, but reproduced when the title to be changed can be a keyword to surround the activities of the keywords and online stores;
2, interactive: Baidu know, Sina Aiqi, SoSoQi, Yahoo Knowledge, QnA interactive Q&A, etc.
3, B2B: Alibaba, Huicong.com to register and submit information about the online store.
4, classified information: in the people's network, Catch.com, 58 Tongcheng.com, today's question net, easy to get on the net, word of mouth,
5, forums: the end of the world forums, Chinese forums, Sohu forums, Sina forums, NetEase forums, the Huasheng theory
6, wikipedia: to do wikipedia through the rate of relatively low, the main to do the wikipedia of Sanyo kettle, Sanyo electric iron,
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Promotion Planning Part 3I. Planning Program Activity Background
As China's top-selling micro-car manufacturer, ******* Co. Ltd. currently has an annual production capacity of 180,000 units. The expanding ******* is expected to reach an annual production capacity of 336,000 units by xx.
The company's production includes four series***210 varieties of models, including commercial vehicles, mini vans, mini double-row trucks, and mini single-row trucks.
In December, xx, SAIC-GM-Wuling started to produce the Chevrolet spark mini-sedan, which is the first time to produce Chevrolet-branded sedans in China.
SAIC-GM-Wuling*** has 400 dealerships and 400 after-sales service outlets densely distributed in 29 provinces, cities and autonomous regions across the country. 180,188 vehicles were sold by SAIC-GM-Wuling*** in 2007, an increase of 22.8% over last year. Through SAIC-GM-Wuling Automobile Co., Ltd.'s popularity and reputation in the country, car sales have grown substantially over the years, and are well known in the target market. Now with unique new models at the right time to meet consumer demand, so that people who know how to live can better experience life, to provide the best for the market, to provide the best deals, into the ideals and ambitions of SAIC-GM-Wuling Automobile Co. Do microcars, need word of mouth. Huzhou Lingtong Automobile Co., Ltd. seized the opportunity to further publicize in the three counties and two districts of Huzhou during the New Year's Day.
Second, the purpose of the planning program activities
In view of the micro-car market and the target consumers to pursue good reputation, strong power, good after-sales service characteristics, to meet the psychological needs of consumers.
Borrowing people's aspirations for easy fashion psychology, the launch of personality, fashion, gorgeous new Chevrolet spark, so that consumers experience the relaxed mood after work.
With the Wuling small cyclone "can pull and can carry" the concept of operation, take advantage of the situation to launch new products - single and double row "small cyclone" car, to further improve the product's very The concept of space.
Through the activities to bring consumers closer to the car, improve the brand image of Huzhou Lingtong Automobile Co.
Third, the focus of the planning program activities
For customers: the pursuit of easy, stylish, taste of consumer demand, experience the true meaning of life, highlighting the individuality of taste. (Chevrolet spark), the pursuit of high efficiency, strong power, low-risk consumer demand. (Wuling microcar)
For the company: to understand the psychology of consumers, to see the market demand, establish confidence, and strive to create a good performance, enhance the brand image.
For the industry: do not underestimate the competition of other brands, recognize the brand positioning and the functional value of the product, can not lag behind.
Fourth, the planning program activity program
Activity program: through the various regions of Huzhou held a small car show, to attract target customers, promote the purchase behavior, enhance the brand image.
Activity content: to create a relaxed atmosphere of the event, to give people a sense of ease of purchase, the freedom to buy a car, and the same industry to produce differentiation.
Specific operations:
1, Huzhou City
: leaflets first
Program 1, ① in Huzhou Lingtong Automobile Co., Ltd. (Ling Yang Road, No. 1198) in front of the door on the large arches (can be the words of the large balloons), ② colorful flags ③ slogan prompts, activities and preferential tips.
Program 2, the former village of Huzhou, the reason: due to the expropriation of land on the east side of Huzhou, belonging to the new countryside, farmers have expropriation money in hand, and buy a car to run transportation or passenger is a good way to maintain a livelihood.
2, Changxing area: leaflets first
Driving to the direction of the Sandwich Islands, the Three Gorges migrant area. Reason: Three Gorges migrant area consumers do not have a guaranteed livelihood, no work, no economic resources, buy a car to run transportation or passenger is a way, in addition to the state has a preferential policy for three years (to save some of the fees)
3, Anji area: leaflets first
in the county square, county government entrance, high population flow density in the area to engage in the car show, arches, banners. ps: for example, Xiaofeng, Hanggai, and other remote areas. Xiaofeng, Hanggai and other remote mountainous areas, engage in township publicity, leaflets first. Because of the long distance, you can contact in advance by phone.
Activity Purpose
Relying on the holiday economy, through strong promotional activities, to attract consumers' attention, to promote consumer purchases, to enhance sales.
With the "xx" as an opportunity, through the planning of a series of activities, to further publicize the Zhou Dasheng jewelry brand image, enhance the Zhou Dasheng brand awareness and reputation.
Through diverse promotional activities, the benefits of the real back to consumers at the same time, highlighting the warmth of the brand image, closer to the distance between business and consumers, to enhance brand loyalty, maximize store traffic, gather popularity, expanding the sales performance of the store.
Second, the theme of the series
Heart of the times - "my diamond for the alliance yao true love eternal"
Third, the promotional theme
Chow Tai Sang heart of the times - love yao 20xx 28th-20xxxx5th
V. Terminal layout
Uniform layout in specialty stores, shopping mall counters and side halls, so that consumers can quickly understand the promotional activities and be attracted to it. The terminal layout of the xx promotion will create a warm shopping environment, so that consumers maintain a pleasant mood and purchase behavior.
(A) store
In the store entrance on the right side of the placement of "I diamond for the alliance to shine true love forever" X display racks; in the store entrance carpet;
In the store entrance layout "I diamond for the alliance to shine true love forever" image activity mantle, "I diamond for the alliance to shine true love forever" image activity mantle, "I diamond for the alliance to shine true love" image activity mantle, "I diamond for the alliance to shine true love forever" image activity mantle.
(2) Mall counters or side halls
In front of the counters or at the corners of the side halls, set up "My Diamonds for Eternity" X-frames; decorate the ceiling of the counters or side halls with activity tags and balloons; and place "My Diamonds for Eternity" table signs on the counters. The "I love you with my diamonds" X-stand.
VI. Regular Materials
xxxx
VII. Promotional Contents
(a) Network online activities
1. Microblogging, microblogging interaction
① Scanning the "@ Zhou Da Sheng online shopping" two-dimensional code, add Chow Tai Sang online shopping as a friend, there is a chance to get an exquisite travel skin care set sent by Chow Tai Sang Jewelry (***30 copies);
② attention to the official Sina microblogging Chow Tai Sang Jewelry, to participate in the "Chow Tai Sang heart of the times - love to shine 20xx 'I to diamonds for the alliance to shine true love forever'. Allied to shine true love forever '" microblogging interaction, sun xx mood and @ ten friends can get by Chow Tai Sang Jewelry Tmall official website twenty yuan coupon (non-accumulative use).
2. Diamond ring spike value purchase
Chow Tai Sang Jewelry Tmall official website in the activity period every day at 10:00 a.m. to launch a diamond ring (limited to one) for the spike activity, the price is as low as 3.8 percent off.
(B) terminal promotional activities
1. love expensive diamonds are not expensive
During the xx activities, the diamond products throughout the 7.5% discount, and can be with the shopping ticket to participate in the lottery. National **** set up a first prize of 10, this single can enjoy free single discount, cash back on the spot; second prize of 100, this single can enjoy another 20% discount, cash back on the spot; third prize of 200, this single can enjoy another 10% discount, cash back on the spot.
2. Love is stronger than gold
During the xx activities, the plain gold products (gold, platinum, k-gold) discount of 18 yuan per gram.
3. Love certificate of love dedication
Anyone who buys any product at Chow Tai Sang during the event can participate in the event. Participants fill out the love certificate of love dedication (each love certificate has a certificate number), thank each other for the relationship, for the family's contribution, write down the oath of true love, the promise of true heart will never change, and can be fingerprinted on the certificate.
Customers who purchase products priced at more than RMB 1,000 can also receive two movie-viewing coupons from Chow Tai Sang Jewelry.
Note: Jade and other products are discounted according to the usual discount.
First, time : Father's Day
Second, the location : the hotel on the first floor of the Western restaurant
Third, the activities of the objectives and purposes of the activities :
On the love of the father, the people's statements have always been The first thing that we can do is to make sure that we have a good understanding of what is going on in the world. The greatness of a mother's love makes us overlook the existence and significance of a father's love, but for many people, a father's love has always influenced them in a unique and quiet way. Father's love is strange here, it is shy to express, sparingly publicized, but lofty and heavy, so a wise man said, father's love is like a mountain. On the occasion of Father's Day, Regal Comfort Inn is organizing a special event to reward guests, which will leave customers with many wonderful and warm memories and deepen their understanding of Regal Comfort Inn.
4. Marketing Object : Families and men on Father's Day.
V. Theme : "Father's love is like a mountain, and fathers need care"
VI. Promotions
1. On Father's Day, men who consume in the Western restaurant will be presented with a bowl of nourishing stew (Clear Soup Liao Shen) a cup and a fitness center experience coupon.
2, men over 70 years old enjoy 50% discount on buffet.
3, four people dining one free.
VII, the budget and advertising planning : TV and Radio publicity and rolling broadcast, is expected to ￥ 500
VIII, the expected revenue:
Lunch: ￥ 88 / seat * 60 / person = ￥ 5280
Dinner: ￥98/place * 60/person = ￥5880
Total: ￥11,160