In order to ensure that the activities are carried out smoothly and successfully, we need to formulate the activity program in advance, the activity program can be a clear and a rough direction for an activity. Excellent activity program has some of the characteristics of it? The following is my carefully organized mother and baby store opening activities marketing plan (selected 5), I hope to be able to help you.
mother and baby store opening activities marketing plan 1First, planning ideas
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 fame 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, can 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.
x weeks or x days before the opening, to the surrounding residents as well as passing staff and various schools to distribute the opening of promotional materials.
x weeks or x days before the opening, placed around the mall floating air balloon, hanging down the opening ceremony banner, to create a festive atmosphere. For the formal ribbon-cutting to do warm-up work.
x weeks before the opening, increase promotional activities to ensure that the opening day of the traffic.
Fifth, the project implementation plan
1, the elements
Activity Name: xxx Activity Time: 20xx x month x date
Activity Location: xxx Activity Crowd: Mall leadership, special guests, residents around the residential area, intercepting the passing of the casualties and so on.
Activity goal: through the successful organization of opening activities, to achieve progress in the mall's popularity, promote investment and attract consumers.
2, the organization of activities
a, the atmosphere outside the mall decoration.
b, site layout:
stage and sound configuration, flower baskets, banners and floating air ball and cold pyrotechnics, etiquette organization, etc.
c, performance programs:
marching bands, lion dance performance, street dance and singing performances, as well as the day of the xx day of the rice-planting song performance to continue the opening atmosphere
d, the pre-publicity work:
1) Publicity car into the county (suburb) touring performing arts publicity and promotion
2) shopping mall pop posters, display boards, etc., to create a festive and lively atmosphere
e, the later publicity work:
Continuing x days (every day in the afternoon) performances, to maintain a period of time to celebrate the 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 "warm", "thrifty" and "meticulous". "meticulous" three principles. The so-called "enthusiastic" 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.
Celebration ceremony to cut the complexity and simplicity, but there is no lack of warmth and grandeur. Instead of flat, 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 and frugal, in the ceremony and its preparatory work for the whole process, in the expenditure of funds in a pragmatic 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, the effect of the activity to do.
Activity background
In order to celebrate the opening of the "xx international fitness club xx elite club", but also in order to increase the "xx international fitness club" through the activity. xx elite club" in xx visibility and influence, specially organized this opening activity.
Second, the purpose of the event
① Expand the "xx international fitness club xx elite club" in xx influence and visibility.
② Celebrate the opening of the "xx International Fitness Club xx elite club".
③ Attract the attention of the target audience to achieve the ultimate sales objectives.
Third, the target
① high income and high consumption of white-collar workers, business people.
② love sports and curiosity of students and home women.
Fourth, the theme of the event
Healthy and beautiful
Curvaceous body is not the patent of the lady, more and more new age "type of man" began to pay attention to their own muscle project, the requirements of the exercise is also more and more exercise is not only an important way to shape a charming body, but also an important way to shape the body. Exercise is not only an important way to shape a charming body, but also an important way to achieve the charm of the face, the perfect combination of health and beauty and fitness, so that the fitness of the people's health to add vitality, beauty and charm.
V. Activity Details
(a) Opening Ceremony
1. Time: 9:18-11:00
2. Venue: xx International Fitness Club xx Club Square
3. Hosts: xx Satellite Entertainment Channel hosts xxx, xx Dance School of Arts Principal xxx.
4. Activities: opening ribbon-cutting, leadership speeches, investor speeches, group headquarters speeches, performances.
5. Invited guests
① Municipal Sports Bureau leaders;
② xx County leaders;
③ an entertainment star.
6. Invite the media
① xx TV station;
② xx County TV station;
③ xx Evening News.
7. Staffing
Project Director: responsible for the arrangement of the whole event and the reception of VIPs.
Miss Manners: responsible for welcoming the guests and the tea service of the whole venue.
Photographer: responsible for the opening ceremony of the whole scene recording, as well as after the production.
On-site implementation: responsible for the layout of the venue, as well as the debugging of equipment.
Transportation reception: mainly responsible for receiving VIPs, leaders and media to the venue.
8. Mass participation
In order to expand the visibility of the influence, you can let more interested in the flow of people to watch the program.
Note: All invited media, guests, etc. should use the invitation card to show the sincerity and formality of the xx International Fitness Club No for Elite Club.
(B) Appreciation Banquet
1. Time: 11:18
2 Activity Venue: xx Hotel Banquet Hall
3. Host: xx Satellite Entertainment Channel xxx xx Dance School of Arts President xxx.
4. Activities: investors to make a speech of appreciation, singers sing, violin or saxophone.
5. Invited guests
① Provincial propagandist;
② xx County leaders;
③ congratulate the guests;
④ Peer guests and performing guests.
6. Invite the media
① xx TV station;
② xx County TV station;
③ xx Evening News.
7. Staffing
Project Director: responsible for reception and arrangement of seats.
Host: mainly responsible for the opening speech of the reception and the program hosting during the reception.
Miss Manners: mainly responsible for consulting and taking contracts.
Photographer: Responsible for recording and filming the entire event, as well as the production afterwards.
Transportation reception: mainly responsible for receiving VIPs, leaders and related media to arrive at the venue of the appreciation reception.
Sixth, the activities of the staff note
① above the specific number of staff according to the company's situation and the venue situation.
② Photography is mainly done by the media reporter, but also the company's internal staff to record, so that the company's internal exchanges in the future.
③ guest reception, including the leadership in person and Miss Manners reception, Miss Manners in the activities before the systematic training.
④ All the materials have a person in charge.
⑤ All staff members wear a unified format of the work plate.
VII. Activity Schedule
① All staff dressed in a uniform style, and wear a uniform format of the work card.
②The above dates are for reference only, and can be adjusted according to the company's personnel and the convenience of work.
③ All publicity materials are designed in a similar or uniform style.
Eight, the required materials and budget
In order to ensure the smooth progress of the activities of the activities of the process of compact and orderly, the rationalization of the operation of the funds, the development of the activities of the required materials and related 'budget. Specific materials and budgets are as follows:
(a) the theme of the event materials and budget
① the specific amount of this event planning and related budgets, there are advertisers and advertising agencies to discuss specific changes can be reasonable.
② The preparatory period of the event staff training mainly refers to the entire event of comprehensive training for all staff, aimed at establishing a good corporate image.
③ Performance staff training for the performance and the staff involved in the special training to ensure that the performance of the show in an orderly manner.
④ Other contingency costs are included in the maneuvering costs in Article (3).
(ii) Specific materials and budget for the appreciation reception
Note: As there are a lot of materials in the appreciation reception that are the same as those in the theme event, without specific explanation, the materials used in this reception that are the same as those in the theme event are included in the theme event. These materials are as follows:
① Preparation of materials before the event.
② Media invitation, host invitation.
③ Photography, Miss Manners.
④ Reception vehicles.
(C) motorized costs
xx yuan (recommended motorized costs accounted for 8% -10% of the total cost)
(D) the total cost of the budget: xx yuan
Nine, the summary
I wish this activity smooth and successful, the expected results have been fully realized! This activity planning to do macro know, the actual practice can be organized according to the activities of the specific circumstances to make appropriate adjustments.
mother and baby store opening activities marketing plan 3First, the enthusiasm of the return: most of the stores return the face is not very good, even if it is returned to the customer, but also reluctant to do so. If there is a store to return goods than the selling attitude is still enthusiastic, so the store will be able to retain customers, because it retains the customer's heart.
Second, explain 30 kinds of products: psychologists tell us that, after explaining more than 5 kinds of products customers or light ask not to buy, the salesman will begin to be impatient, more than 10 kinds of very few salesmen can still patiently explain to customers. Under normal circumstances can only ask customers not to buy 15 kinds of product explanation is a miracle. We have to do is: 15 varieties as a starting point, if you want to write on the face: "impatient" three words, at least in the explanation of the finished 30 kinds of products, if she ultimately do not buy, we say again: I'm sorry, in my store, there is no suitable product for you, next time we must make the variety more complete.
Third, do not let her buy products: If you determine that the product is not suitable for her, firmly told her that the product is not suitable for her.
Fourth, sincere praise competitors: If customers ask about competitors, you are very sincere praise opponents. (In this peer is the enemy of the year agent, sincere praise rivals and the situation can not say no, but at least it is very rare, because the general praise rivals situation is a high degree of pretending to do just).
Fifth, let the ears open: erect ears, listen carefully to the customer pouring, from beginning to end do not sell her the same goods. Sometimes listening is more effective than selling.
Six, precise time to the hour: the store will inevitably be out of stock, if the customer asks when the goods will be, the general answer is: about so-and-so day will be, we have to do is: so-and-so day at 4:00 p.m. will be to the goods. Hearing this answer, the customer's loyalty to you at least 30 percentage points.
Seven, go to the door to the customer money back: If more money received from customers, customers do not know the case, be sure to go to the door to return, it is best to bring a small gift to show that the apology. More money is the second, this heart so that people can not give up.
Eight, come and go as one: many shopping malls, the elevator only go up no down, the meaning is very obvious: go up is to let you go to the money, down either do not buy, or has been shelling out money. The same in small stores, come to be smiling, go cold as frost, in fact, do not have much enthusiasm, as long as to do to welcome customers in with a smile, a smile to send out can be.
Nine, of course, the clerk to have eyes, see a pregnant woman quite a big belly, how to not have the good sense to help customers with shopping bags, want to play cab to help call off cabs, private cars to send on the car seat, do the bus, but also to be full of gratitude, and thank you again and again. (Mothers-to-be come all the way to a trip more than easy ah!)
Mother and baby store opening activities marketing plan 4First, the purpose of the activity
The current state of the market and the purpose of the activity is described. How is the current state of the market? What is the purpose of this activity, is to deal with inventory, is to enhance sales, is to combat competitors, is a new product on the market, or to enhance brand awareness and reputation? Only the purpose is clear, in order to make the activities targeted.
Second, the object of the activity
The target of the activity is the market for everyone, or a specific group? How wide is the campaign controlled? Who is the main target of the promotion, who is the secondary target of the promotion? The correctness of these choices will have a direct impact on the final results of the promotion.
Third, the theme of the campaign
In this section, the main solution to 2 problems, namely, to determine the theme of the campaign and packaging campaign theme. Price reduction, price discount? Giveaways, sweepstakes, gift certificates? Service promotions, demo promotions? Consumer credit, or other promotional tools? The choice of what promotional tool and what promotional theme to use takes into account the objectives of the campaign, the competitive conditions and environment, as well as the budget and allocation of the costs of the promotion. After determining the theme, to be as artistic as possible, "pulling the tiger skin to do banner", dilute the commercial purpose of the promotion, so that the activities closer to the consumer, more able to impress consumers. A few years ago, Edo VCD's "Sunshine Action" is a classic, it is a simple step-down promotional action packaged into the protection of consumer rights and interests of the love of action, but can not be borrowed. This part is the core part of the promotional program, should strive to innovate, so that the activities have shock force and exclusivity.
Fourth, the way the activities
This part of the main activities to elaborate the specific way. There are two key issues to consider: one is to identify partners. Pull on the government to do backing, or hanging on the media "sheep's head" to sell their "dog meat"? Is the manufacturer to act alone, or join hands with dealers, or joint promotions with other manufacturers? And the government or media cooperation, to help leverage and momentum; and dealers or other manufacturers, can integrate resources, reduce costs and risks. Second, to determine the degree of stimulation. To make the promotion successful, it is necessary to make the activity has the power to stimulate, can stimulate the target audience to participate. The higher the degree of stimulation, the greater the response to promote sales. But this stimulus also exists marginal effect, so we must analyze and summarize the promotional practice, and combined with the objective market environment to determine the appropriate degree of stimulation and the corresponding cost of input.
V. Activity time and location
The time and place of the promotional activities will be more effective with half the effort, choose the wrong choice will be difficult to please. In the time as much as possible to allow consumers to have the leisure to participate in the location to allow consumers to facilitate, and to communicate with the city management, industry and commerce departments beforehand. Not only is the timing and location of the promotional campaign important, but how long it lasts will have the best effect and should be analyzed in depth. Duration is too short, will lead to the time can not be achieved in this time to repeat the purchase, a lot of benefits should be obtained can not be realized; duration is too long, and will cause the cost is too high and the market form not hot, and reduce the customer's mind in the body value.
Six, Advertising With the way
A successful promotional activities, the need for a full range of advertising with. What kind of advertising creativity and presentation methods to choose? What kind of media hype? These all mean different audience reach and cost.
VII, the preparation
The preparation of the previous three blocks:
1, staffing arrangements
2, material preparation
3, the test program
In terms of staffing arrangements to be "everyone has something to do, and everything has to be managed! Who is responsible for communication with the government and the media? Who is responsible for copywriting? Who is responsible for on-site management? Who is responsible for gift distribution? Who is responsible for customer complaints? To consider each link clearly, otherwise it will be out of trouble, lose sight of the other.
In terms of material preparation, to be detailed, large vehicles, as small as screws, should be listed, and then counted according to the single, to ensure that everything is foolproof, otherwise it will inevitably lead to the scene of the busy. Particularly important is the fact that since the campaign program is determined on the basis of experience, it is necessary to conduct the necessary tests to determine whether the choice of promotional tools is correct, whether the level of stimulation is appropriate, and whether the existing avenues are ideal. Tests can be conducted by questioning consumers, filling out surveys or piloting the program in a specific area.
Eight, medium-term operation
Medium-term operation is mainly activity discipline and site control.
Discipline is a guarantee of combat effectiveness, is a prerequisite for the perfect implementation of the program, in the program should be involved in all aspects of the activities of the staff to make detailed provisions for discipline.
Site control is mainly to arrange the various links clearly, to do busy but not chaotic, organized.
At the same time, in the implementation of the program process, should be timely on the scope of the promotion, intensity, amount and focus of the adjustment, to maintain control of the promotional program.
Nine, the continuation of the later
The continuation of the later is mainly the issue of media publicity, the activity will take what way in which media to follow up publicity? BrainPlatinum is a master in this area, even if a not so successful promotional activities will be in the media to hype the unprecedented.
Ten, the cost of budget
Without the interests of the meaning of existence. The cost of promotional activities should be budgeted for input and output. When the love more VCD's "sunshine action plan B" to the failure of the end of the reason is not in the cost of the budget, until the activities carried out, only to find that this plan the company simply do not have the financial resources to support. A good promotional activities, only a good idea is not enough. XI, accident prevention
Each activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even sudden changes in the weather caused by outdoor promotional activities can not continue and so on. It is necessary to make the necessary human, material and financial preparations for each possible contingency.
XII, the effect of prediction
Predict what effect the activity will achieve, in order to facilitate the end of the activity and the actual situation, from the degree of stimulation, promotional timing, promotional media and other aspects of the summary of the success of the point and the point of failure.
The above twelve parts of the promotional program is a framework, in practice, should be boldly imagined, careful evidence, analysis and comparison and optimization of combinations to achieve the best results. With a persuasive and operational activity program, you can make the company support your program, but also to ensure that the program is perfectly implemented, so that the promotional activities play a four-two dial a thousand gold effect.
Mother and baby store promotional activities of the program essay 5A promotional dress
(a) promotional products dress
Product dress up need to be fixed, not arbitrary, according to the product for the consumer groups, consumer goals, consumer value, consumer spending Turnover period, consumption habits to determine the consumer groups of the product is relatively simple, in line with what kind of people's appetites, mass can be. At the same time, due to the holiday consumption cycle will not be too high, unless it is a fixed use of the product, but this does not need to dress up, therefore, the holiday consumption of the product cycle is short, in dress up as simple as possible, highlighting the atmosphere of the festival can be.
(B) promotional countertop dress up
Promotional countertop not only includes the product of the ground pile, counters, specialty areas, but a comprehensive promotional platform, so from the perspective of the platform to see its extension of the region is very large. Mother and baby store in the promotion, set up a good promotional countertop is the general conventional practice, try to be eye-catching, festive atmosphere, you can use a variety of high-tech means to stimulate the consumer's eyeballs, sound, light, electricity and other packages to increase the best attraction of the countertop. In addition, from an extended point of view, the promotional countertops need to have a peripheral guide, such as the doorway, shopping guide, consulting desk, guide, etc., more than one need to identify the object of the product, the centralized extension of the display is the landing point of the integrated promotional platform.
(C) the dress of the promotional environment
The promotional environment has a man-made manufacturing environment and the overall environment intertwined with each other to be able to show the effect of the promotional environment, so in the layout or selection of the promotional environment, for the first choice of the humanities environment, more and more attention is being paid to the humanities environment, then how to select humanities environment given to the promotion of it, which requires the owner of the mother and baby store on the holiday culture has a relatively large Understand, for what kind of holiday for what kind of humanistic care, and will promote the organic combination is the best way. And according to the holiday culture of the product and the human environment will be the first to consider, to do the humanities and product sales bundled, so that you can greatly reduce the mother and baby products and consumers to buy the close contact, to achieve the perfect result.
(D) promotional staff "dress up"
For promotional staff "dress up" in the promotional process is mainly affinity for the preparation of the promotion is instantaneous purchasing behavior, more emotional, so for a good affinity will be the first guarantee of modern promotional skills. The first guarantee of modern promotional skills. For how to dress up promoters, promoters need to have clear requirements, one is to standardize the use of standard affinity-related etiquette and the necessary auxiliary objectives; two is to build a systematic product promotion protocol, focusing on the constructive refinement of the regional culture; three is to promote the product and the consumer, the product and the environment, the product and the service of a variety of attitudes such as the use of organic; four is for their own to find the best standard of service, tailored to the The reasonable promotional requirements.
Second, the promotion of the goal of planning
(a) understand for whom the promotion
know to sell the product, of course, this is right, but if the product encounters difficulties in sales, or selling difficulties, for whom the promotion is very critical, therefore, no matter what the situation, the need to maintain the promotion of the concept of whom to sell the product. Idea, understand to whom the product is sold, will be in the middle of the crowd to keep a clear head of the necessary guarantee. Consumption object is always to field firmly grasp.
(B) promotion should be simple and clear
During the promotional activities, stop and watch will be a lot, but some customers are very picky, especially in today's fierce competition, so the conditions of promotional offers and preferential procedures must be simplified, and not to the critical moment to explain unclear, and waste time, miss the majority of the customer's care, the loss of the meaning of the promotion. Therefore, the premise of promotional offers must be simple to understand, never engage in what points system, cumulative system and other conditions, so the attraction can not be met, but also a waste of resources.
(C) promote dynamic promotion
Festival promotion inside the need for dynamic promotion, that is, the promotion should be carried out in accordance with the stage of the festival to promote, rather than unchanged, mother and baby store in the festival promotion inside often ignore such a point, the festival before the festival and the festival may be less change, but the festival of the late change is very obvious, therefore, in the festival promotion program, to be observed dynamically, if the rhythm of the market changes. If you can't keep up with the pace of market change, it's easy to see that holiday promotions are "empty" symptoms, empty symptoms are no management, no promotional techniques to follow up, no promotional products to convert, no new promotional highlights, no promotional feedback data, no analysis of competitive pressures and so on, it's very undesirable.
Third, the holiday promotion skills
Promotion skills in the daily performance, mainly on the organic division of the product, through the promotion of some of the means used in the promotional process, so that the promotion of the consumer over the holiday signs, but also to adapt to the consumer demand for a performance, in fact, the promotion in accordance with the different protocols in the effective time period, to make different promotions. Effective time period, to make different arrangements, so that the content of the promotion will be improved.
(a) promotions have a time limit
Promotions have a time limit is more popular practice, such as the first day of the holiday, the holiday consumption time, limited consumption time to encourage consumption, in a fixed time to meet the demand for promotions.
(2) promotion to quantify
The products to be sold to specify the number of this is also a conventional practice, but in the festival consumption, this practice is not very good, easy to be competed off, so in the peak season of the festival is not too good to use such a rule.
(C) promotions should be characterized
Promotional features; have their own promotional features, such as ethnic characteristics, then in the gift, packaging, discounts, gifts, offers to be distinctive to set up the banner of the characteristics of the characteristics of the promotions to do in the end, the difference between the festival of the unified "red" pattern.
(D) promotion to control the atmosphere
Control the atmosphere of the promotion is very important, generally in the middle of the festival, the atmosphere is more unified, represented by festive, but on different occasions or different products can make a difference, to show the active promotional atmosphere, the main promotional atmosphere to show the personality of the promotional atmosphere, such as heavy promotional tools, light product features, heavy promotional gifts, light promotional commitment. The main reason for this is to show the personality of the promotional atmosphere.
Holiday promotion planning to reflect the stability, characteristics, distinctive, in the skills of the rational allocation, the skills of freshness, difficulties, problems to consider more important than the skills of the show, whether in the changing environment, the promotion of the increase in the difficulty of the cost of improving the management of the difficulties, the need for reasonable deployment of the promotional skills, and sometimes the skills are not the most important, but the scheduling of the skills, skills, control of the scene, skills of the difficulties of the deployment of the skills of the skills. Sometimes the skills are not the most important, but the scheduling of the skills, the control of the skills on the spot, the analysis of the difficulties of the skills, appear more prominent and important.