4 Practical Marketing Promotion Planning Programs
In order to ensure that the work or things are carried out in an orderly manner, it is often necessary to formulate a program in advance, which is characterized by operability and feasibility. What format do you need to pay attention to when writing a program? The following is my collection of marketing and promotion planning program 4, I hope it can help you.
Marketing promotion planning program Part 1
1. Overall promotion ideas
1.1 XX's huge sales network as the main line
XX Real Estate currently has 55 subordinate branches, more than 200 sales staff, the network is spread throughout Shenzhen, sales terminals are directly oriented to the community at all levels, far from the traditional secondary sales network can be compared. The sales terminals are directly oriented to all levels of society, which is far beyond the traditional secondary sales network.
1.2 On-site sales and directional communication as two auxiliary lines for all-round promotion
The importance of the sales site as the center of customer reception and sales management is still irreplaceable. At the same time, XX Real Estate will identify those with similar needs from the tens of thousands of customer data accumulated in the past for targeted promotion, which greatly improves the effectiveness of information dissemination.
2. Promotion goals
The strategic goals depend on the business objectives of the enterprise, and its own business objectives to unify the promotion of the objectives can be summarized in four points:
2.1 Sales growth target
The project's all the advertising activities in order to be able to open up and win the market, so as to increase the sales of the property according to the development and operation plan to complete the sales target. development and operation plan to accomplish the sales target.
2.2 Market Expansion Objectives
Through outdoor advertising activities, the project will expand the sales market centered on Futian, Shenzhen. Expand the market in Nanshan and Luohu according to the progressive advertising strategy.
2.3 Brand Establishment Objectives
Through a series of activities, establish a good brand of Freedom City, so that the project has a clear image in the target market. Enhance the goodwill of consumers in the target market towards the project.
2.4 Corporate Image Objectives
Establish a good brand, and then expand the influence of Hong Kong and China Real Estate in the community.
3. Promotion Tactics
3.1 The sales center site display
From what you see, hear all aspects of the buyers to understand the information, directly affecting the buyer's choice.
3.2 Exhibition
The crowd and sales atmosphere of the exhibition can be very good infection of the customer's buying mood, making it relatively easy for customers to make a decision.
3.3 Site image display
Site is the most economical and effective venue for publicity, which directly affects the image of the property and sales atmosphere.
3.4 Door-to-door direct sales
From the company's information on the list of potential buyers, door-to-door negotiation and delivery of information, targeted breakthroughs.
3.5 Promotional activities
Effectively create sales hotspots, targeted, direct effect.
3.6 Visual image of the property
The concept of the test property is specific and professional, leaving a deep and clear impression on buyers.
3.7 Creating panic
Proactive grasp of the psychology of buyers, to create a strong sales momentum, to attract buyers watching.
4. Promotion stage division
According to the project's sales promotion program, the implementation of the specific content of the advertisement is divided into three phases:
4.1 Image introduction period
Time: 20xx year end of November-December
Promotion ideas: the promotion of this stage focuses on the "fifth generation of small homes", "the fifth generation of small homes", "the fifth generation of small homes", "the fifth generation of small homes" and "the fifth generation of small homes". The promotion of this phase focuses on the promotion of the concept of "the fifth generation of small houses" and the establishment of project visibility, with the help of soft news reports in various media, and through the image introduction strategy of event marketing, to create a hot news spot and arouse a high degree of public attention. At the same time, we have to prepare the necessary information for sales, on-site packaging program, decorative construction design and other work.
Promotional goal: to promote the brand of Freedom City and lay the foundation for the formal sales
Media support: the advertising media in this phase are mainly the popular "Shenzhen Special Zone News", "Shenzhen Business News" and "Southern Metropolis Daily" soft news reports, supplemented by outdoor media and electronic media, with the aim of spreading the new brand image of the State Building and making the potential customers understand the concept of "the fifth generation of small houses" and the concept of "the fifth generation of small houses" and the concept of "the fifth generation of small houses" and the concept of "the fifth generation of small houses".
4.2 Formal promotion period
Time: December 20xx-January 20xx
Promotion idea: this stage is based on the first phase of marketing, further deepen the theme, through a variety of marketing methods intensive bombing, to attract social attention, increase awareness, consolidate the brand image. To further develop the role of the market.
Promotional goal: the sales area reaches 50%, which is about 20,000 square meters.
Promotion Methods:
Directional promotion - mail or fax the carefully designed and packaged folders and the building book of Guoshang Mansion to the target customers at regular intervals, and also send e-mails to make directional promotion through the network.
Manpower promotion - according to the collected customer information, send staff to the door for promotion and negotiation.
Media promotion - this stage of the media investment in the sale of strong newspaper advertisements, focusing on the release of sales information and incentives; supplemented by online media, outdoor media, consumer magazines and other media.
Network marketing - the use of the company's huge network resources and customer resources accumulated in the early stages, through certain preferential measures to promote the old customers to introduce new customers.
4.3 Full promotional period
Time: March - April 20xx
Promotion idea: continue the sales trend in the early period, according to the actual situation of the appropriate adjustment of the sales strategy.
Promotion goal: the overall sales of the project reached 90%
Promotion techniques: the use of the company's huge network resources and customer resources accumulated in the previous period, the salesman door-to-door to the target customers for personnel marketing, the use of the company's existing advertising channels to publicize and promote the property. At the same time, launch the advertising campaign for the consumer level, with the help of consumer oral communication and purchase power, drive the project sales work.
5. Promotion costs
The following costs according to the average price of 7,000 yuan / square meter, 70,000 square meters of the total sales area put:
1, sales agent costs: 1.5% of the price of the building, according to the actual sales area, such as 80% of the total area sold, then the sales agent costs in 5880000 yuan. around.
2. Newspaper advertisement: SAR Newspaper advertisement half-page 10 times, 1,000,000 RMB.
3, website production and link costs: 100,000 yuan
4, sales material production costs: 30,000 copies of the building book, 300,000 yuan; sand table model, building structure model, 50,000 yuan.
5, sales site packaging: sales office packaging: 150,000 yuan; banners, colorful flags, 20,000 yuan.
6, outdoor advertising: bus shelter advertising, light pole flag, 150,000 yuan
7, gift production costs: 20000 yuan.
8, exhibition costs: 50000 yuan.
6. Sales management (slightly)
Marketing Promotion Planning Program Part 2First, the theme of the event
Whether you are operating a hotel, florist or gift store, in the Valentine's Day day should have their own theme, highlighting the novelty and innovation of their own store. First of all, there should be an eye-catching theme!
Second, the purpose of the activity
In this day full of love, full of tenderness, full of sparks, to make clear our purpose, in what way to highlight the blessings of our business to customers. In addition to borrowing this activity to constantly improve the popularity of their stores and capriciousness!
Third, the activities of the location of the decoration
1, the store's decorative layout, highlighting the characteristics of the holiday
2, the shape of the product and the placement of the location
3, the specific thoughtfulness of the service
4, to do a wall of love, the couples can express their own blessings to stay in the love of the record wall, as a remembrance. Wall, in memory of
Fourth, the content of the event
1, the promotion into the store to buy how much, more or less or what to give
2, all into the store with consumption of customers, can leave their footprints in the wall of love
3, but also for the integral activities, attention to the store public number can be received ah red packets, ah gift ah, a bunch of roses ah
V.
February 14, 20xx (one day only)
VII, the activities of the object
Mainly for the masses of people, there is a need for bouquets of flowers can be, men and women, young and old can be enjoyed.
China's liquor industry can be called "the world's largest" both in terms of scale and in terms of product output and the number of enterprises. Baijiu as China's unique, traditional liquor with a long history, in the world of spirits in the products exudes a glittering light, in the minds of consumers occupy a very important position. China has a civilization history of 5,000 years, there are 5,000 years of wine culture. Weddings and funerals, festivals and celebrations, small gatherings of friends and visits to relatives and friends, all to wine for the honor, wine for congratulations. Wine is dissolved into people's daily dietary life at the same time, wine culture is also y rooted in people's concepts.
With the improvement of people's living standard, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. In the blind consumption is replaced by rational consumption of today's audience, the liquor industry from ordinary citizens to the top of society, from small cities to large and medium-sized cities, from the rich table to fine gifts, with a more far-reaching and difficult to part with the national significance and cultural significance.
Microenvironment:
In the face of the many liquor brands flooding the liquor market, consumers are no longer blind in the purchase, many people pay attention to the product itself can provide them with the actual needs of the same time, and gradually began to pay attention to the brand's spiritual needs. Therefore, focusing on the brand management at the same time, have a practical and personalized sales proposition, is to expand and enhance the terminal sales force of the winning magic weapon, is also the future development of liquor production enterprises strategic focus.
Opportunity Analysis:
Advantages of the "Caigen Tan" liquor brand:
a. Backed by a distinctive culture;
b. Taking the path of distinctive marketing;
c. Brand affinity;
d. Packaging with a personalized sales proposition. p> d. Packaging with characteristics;
e. Integration of resources
f. Planning far-reaching
Marketing Strategy:
Flanking attack
Our core thinking is to win in volume, on the basis of the volume of the control of the pulse of the business, to seize the terminal to the high point. First earn the deserved profit space, as soon as possible to recover operating costs, and then do the brand! So we decided to do a big article on the small bottle of wine, break the market gap, flanked by surprise attack!
Any business needs profits to support daily operations, so the guiding ideology of doing sales first and then doing the brand is absolutely correct! The main core merchandise gold suit Caigen Tan wine and silver suit Caigen Tan wine, to promote to do the volume, thin profits, if you can make the volume, then the profit can not run! Steady business, steady to win, one step at a time to expand the market.
Drawing the dragon's eye.
More than two dozen mega 'malls, supermarkets, volume retailers, shopping plazas listed during the use of bundled sales, buy two get one free, with posters, PoP, rows or end racks, the field should be sent to the comprehensive quality and technical experience, beautiful, good expression of the promotional skills of the Miss each one, on-site guidance to induce the purchase! Off-site free tasting, distribution of related promotional materials and introduction of product features.
Gulp down the fog.
Put the remaining 40 several medium-sized stores all listed, do not give any poster fees, PoP fees, row surface, end shelf costs, only agreed to do variable price promotions to give cooperation! Special period of 15 days, of course, the first step in the operation of the success of the second step to create benefits.
Flying Dragon.
The establishment of a public relations team, specializing in major shopping malls, supermarkets, volume retailers, shopping malls, counter chiefs, business managers, store managers, purchasing staff communication, exchange. Long-term support for our Shanghai newspaper, PoP, row surface, end shelf, etc., with our promotion program! If you do not agree to support the stores, all do not give variable price promotional support, very simple, the people's wine, who can afford to buy, do not worry about sales, do not need to worry about sales problems.
Tatsumaki.
Sun Tzu said: soldiers, potential also, good momentum win. Strengthen the terminal maintenance, management, and after-sales service, so that there is no constant stock, the right amount of inventory, display location is ideal, PoP neat and rigorous. The most important point is that it is necessary to make all the superstores in the hype Caigen Tan.
Step-by-step active price reduction method
1, the main idea:
A. The introduction period using high prices, high promotions for the cash pavement, fast start the market.
B. Ming, dark rebate combination to cope with the hedge goods, do not follow the trend of price reductions, to win the product into the growth period of time.
c. Phased active price cuts to reduce the risk of washout, win the trust of distributors, and accelerate the product into the maturity period.
2, the specific operation:
A. Shop stage: (10 days): * yuan / box of cash store, each box of incentives 5 yuan gifts such as small umbrellas, the main store convenience stores, supermarkets and terminals.
B. The second stage (1 month): for the convenience store * yuan / box, buy 10 get one free plus dark return (remove the gift wine policy, the net price of * yuan / box). This stage of the late Caigen Tan wine market has been initially launched, the market from the introduction period into the growth period, the individual second batch began to charge goods from Zhengzhou * yuan / box, the convenience store terminal price for * yuan or so, but we told the convenience store, the boss of the superstore plus the dark return of our prices will certainly be lower than the charge, so that they feel at ease with the sale.
c. Third stage (1 month): cancel the buy 10 get one free policy, the price of the initiative down to * yuan / box, in addition to * yuan per box in addition to rebates, and continue to promise to have dark rebates. This phase of the pouring of the second batch of goods to follow our prices market price drop to * yuan / piece, but because of the convenience store owners have established full trust in us, price stability, sales rose steadily.
D. The fourth stage (1 month): to honor the previous rebate, and according to the 2 yuan per box to honor the previous dark return, the price initiative to drop to * yuan / box, the cancellation of the rebate but continue to commit to the dark return.
E. Fifth stage: after the first four stages, Caigen Tan wine has basically entered the maturity period, the market has a large number of sales, when the Spring Festival is approaching, we held a Caigen Tan wine (including other series of products of the Caigen Tan winery) supply will be pressed ahead of time, at the meeting, we are at 2 yuan / bottle to cash in on all the dark returns of the Caigen Tan wine in the early stage, and in the day of the meeting to launch the policy of buy ten to get a free one, no longer dark returns.
F. Sixth stage (after the Spring Festival): As the market entered a period of decline, we canceled the buy ten get one free activities, the price dropped to * yuan / box, increase the profits of the convenience store, supermarket bosses, to improve their motivation, dealers no longer carry out any promotions, let nature digest.
Marketing Promotion Planning Program Part 4
After July, the Emerald City can be "mountain high and dangerous road without fear, the three armies after the end of the face" and cheered, a hard work, a harvest, day and night of hard work, the firm core concept of inspiration, a group of young people to complete a remarkable achievement. However, the long march has just begun, after all, we are now only completed the Emerald City, less than a quarter of the total sales volume, today's joy and results is the later more motivated. August, the advantages and challenges coexist, is another key to victory.
August promotion target: August to complete 120 sets, to the end of August, the cumulative completion of 300 sets of stage sales target,
August promotion node: opening (recommended arrangements for August 16, the third week of August Saturday)
The first part of the August promotional strategy proposal:
The first part of the August promotional strategy proposal:
strong> (a) The situation facing the promotion in August:
Weaknesses: Customer accumulation - starting from zero Stimulus elements - have been released
August is a turning point in the sales of Emerald City. In the previous period, through the preferential card sales, priority selection right stimulation and other measures, after a long period of at least three months of accumulation, completed the accumulation of the first batch of customers, and in July to concentrate on the digestion of the end. august, the most critical is in a variety of preferential stimulation measures after the release of the customer re-excavation.
Advantage: Market image - strong brand Sales posture - very hot Sales hardware - basically perfect
It can be said that Jade City is the brightest star of the Tianjin real estate market in July. It can be said that Tianjin real estate market is the brightest star in the Ruijing plate and the entire northwest area, Jade City is currently the strongest brand, through a series of actions, Jade City overwhelming advantage over the Aoyuan, Shuimu Tiancheng, and so on, and Yanyu, Dongjing, and so on, completely opened up the grade and distance. However, the current strong is temporary, Aoyuan Sydney residence is about to open, Yan Yu, Dongjing low price to grab customers, so it must be through the month of August active maintenance, utilization, promotion, enhancement, in order to stand firm and maintain the advantage.
Continuing the hot subscription, Jade City's recent sales trend is good, the average daily customer flow is basically maintained at about 20 batches, although most of the old customers, but the site popularity is still strong. August must be fully continued now the hot atmosphere, in the continuation of the sales center of the popularity of the maintenance of the flow of people to make deep efforts.
The completion of the sales center, the opening of the model room for the sale of the most powerful weapon, the scene of the blow greatly improved.
(2) August promotion core:
1, the opening activities: to create a new node, a new stimulus
Thinking about the opening: the opening is to create a hot spot is to create a node - the means to complete the 300 sets. Emerald City has actually completed the general real estate opening to achieve the purpose and task, that the opening of the significance of? Is there still a need to engage in opening activities? Bestin believes that the opening is still a major event in the promotion of Jade City, due to the August node is relatively single, the opening has become a key point to attract customers to buy, the opening of Jade City breaks through the traditional opening of the significance, along the pre-successful experience: the accumulation of customers - customers locked - - node explosion of the layers of progress. -node outbreak of layers of progressive, focused breakthroughs, stage grasp, three-dimensional offensive promotional principles, the opening has become a new outbreak of Jade City sales nodes and stage offensive. In the opening period, make full use of the preferential price means, market atmosphere to create as well as focus on the herd effect of the transaction, contributing to the new customer transactions.
The significance of the opening also lies in the new starting point of Jade City. The opening announced that Jade City officially entered the market, began the formal listing sales, the internal staff also through lively activities to enhance confidence, morale.
The purpose of the opening of the promotion: to carry on the past, create a sensation, consolidate the foundation, the continuation of the heat
The opening of the target:
1, to achieve a cumulative total of 300 sets of sales targets and create the opening of the "myth" of the transaction.
2. Trigger the city's attention to Jade City, maintain the site heat, accumulate new customers, and further expand the city's influence. Creating the opening sensation, Jade City to the hot and warm, doubly favored by consumers image of the official market;
3, the continuation of the momentum of the hot sales: in the previous hot subscription on the basis of, once again to create the Jade City a wave of sales boom.
The opening price means: on the opening day, in addition to customers who have signed the internal subscription agreement, directly signed the purchase contract of the first 88 customers, you can get an additional 3% of the total housing price outside the normal discounts on the special offers (discounts equivalent to close to 10,000 yuan or so of the housing price).
Opening theme: Ode to Joy Wisdom to know jade
Opening activities:
Celebrities: Liu Chuanzhi, movie stars
Arts and cultural performances
Christmas tour of Germany Grand Lucky Draw (draw 16 customers)
Establishment of the Jade Club
2, Area development: Nankai District community promotion in full swing, Hongqiao North Star continued
Hongqiao, North Star continued at least once a week community promotion activities.
Concentrate resources and immediately carry out community promotion activities in Nankai District. Give outdoor media placement support, DM content for targeted planning.
1) Xihu Road branch stores and real estate chain stores with the selection of a few key communities
2) August 9, a large number of DM in the area to put, the first round of offensive
3) sales staff and real estate personnel in-depth community, set up a point of introduction of the project, the real estate car to transport the customer to the scene to see the real estate
4) to attract customers to the scene with colorful activities
5) the sales staff to the community, set up a point of introduction of the project, the real estate car to transport customers to see the real estate
4) to attract customers to the scene
5) The real estate store cooperates with the salesman of Xihu Road store to follow up with the customers and facilitate the transaction
6) Launching a new round of attack
3, real estate chain:
In addition to cooperating with the sub-store to do community promotion, the chain store also shoulders a strong role in recommending customers for the sales center. The opening period, for the chain store staff to launch special incentives to stimulate the chain staff to recommend the strength of: Where the opening day recommended customer transactions, reward the chain store recommended staff 500 yuan / set.
4, the organization of activities:
The opening activities as the main event. (The opening activities are discussed in a separate case)
August 9, 10, to carry out a day trip for new customers in Nankai.
Conduct regular weekend activities:
9, 10 - Ming and Qing Dynasty Furniture Exhibition
23, 24 - Musket Show
30, 31 - -Art Auction
Prepare to set up the Jade Club, formulate the constitution, membership, etc., organize some customers as representatives, announced the establishment of the opening day. In order to later according to customer requirements, or by the customer to provide resources and other ways to organize home furnishing lectures, cooking lectures, clothing lectures, personal collection of exhibitions, art auctions, family day neighborhood activities, all kinds of fashion life show, social salon, popular party.
5, large customer mining:
Extend the cumulative concessions for large customers, Nankai District delineated a few large customer resources
Participation in one-day tour activities
For the development of large customers to be developed, a special meeting was held to discuss the plan of action on August 10
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