New store opening activities planning program building materials city
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New store opening activities planning program building materials city 1
First, the opening activities of the purpose:
1, the establishment of the store's public image, to win the attention of the major media.
2, through the opening activities to gather popularity, show the new image of Beyak, improve visibility.
3, through the opening activities, to strengthen the impact of Beyark stores in the local community, to promote sales.
4, through the unique form of activities, to attract the public and the media line of sight, 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, not sloppy in the pre-publicity.
The way and specific operation of the pre-publicity:
1, the neighborhood household publicity:
This is the most direct and most effective means of operation, but it is 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 county and city properties are divided, the distribution is basically balanced. Each group is responsible for a region to carry out the work. Competition between the two groups, competitive indicators for the number of customers guided into the store and the number of customers signing orders. Those who perform well are recognized with cash prizes, and the sales staff are investigated and retained. According to the sales volume of each group for commission and other 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 to invite into the store. It is worth noting that after learning about the situation of 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, newspaper folder leaflets: leaflet design to a scene, the event theme is obvious. The production should reflect the grade of the brand. Do not use red, yellow monochrome printing leaflet form, no grade.
Release content:
a, opening information: time, location, title, reservation phone (available in advance)
b, preferential activities
c, enterprise-related information, cultural connotations of the main
d, participation in the opening of the lottery to participate in the method of participation and gift distribution information
d, participation in the opening of the lottery to participate in the method of participation and gift distribution. Methods and gifts issued by the information
Role: the most direct effect of the publicity of the press release clip, the publicity coverage is also wide, comprehensive information, the target customer base is clear, gimmick is bound to attract the attention of the public and will be very happy to participate in the activities held at the opening of the new store, thus achieving the effect of publicity.
Entrainment media: "× × Newspaper"
Number of copies released: × 10,000 copies
Date of release:
3, newspapers, television media, the temporary preview: in the event of the start of the publicity in the week before the start of the campaign, are generally temporary focused publicity. Creating momentum is critical.
4, the opening of the cell phone SMS platform preview: do not need to be sent all over the day, you can take the form of satellite positioning, focusing on the development of all properties, building materials market to send. That is, positioning to send.
5, of course, in conjunction with the actual situation of the local community, you can also take other proven methods to publicize.
Third, the opening activities of the design of promotional content:
First of all, we need a relatively low-priced products to attract customers and triggered the market, the price needs to be particularly emphasized, 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, flower baskets and other traditional ways can be used. The momentum must be big, such as the arch to do ten, lined up, etc., to be able to really make the atmosphere. At the same time, the placement of gifts should also have the momentum, the pile should be large, to give people the feeling that many gifts, very valuable and so on. The purpose of the roadshow is to attract the attention of the customers who come to visit, and to find the exact location; in addition, it can also attract the attention of all the citizens, and even the attention of the media. The atmosphere of the scene is also a complementary `creating.
1, the terminal layout: (reference)
(1) around the block (building materials market): "neighboring streets and downtown main road cloth labeling publicity
(2) outside the store:
"Outside the door display labeled with the logo of the company's knife Flags
"Set up balloons in front of the door
"Set up large arches outside the door
"Set up a large themed display board in front of the store to announce the theme of the event
"Hanging giant colorful vertical signs on the building
"The doorway with balloons
"The doorway with balloons and the main road in the city.
"The entrance is decorated with balloons and bouquets of flowers.
(3) Inside the store
"The entrance to set up a reception clearly marked with the corporate LOGO, to give the event promotional items to the entrants
"The establishment of the welcome and shopping guide lady.
"Set up a guidance system, set up a signboard obviously labeled with the corporate LOGO
"Hanging POP hanging flag at the top.
"Set up a rest place in the relevant area of the store, equipped with service personnel and the distribution of gifts and promotional items.
"The relevant location in the store to set up a business promotion desk, set up relevant gifts, promotional items displays, souvenirs, and provide consulting services.
In the terminal layout we will be combined with the theme of the opening ceremony, but regardless of the theme of publicity, our company in the venue are striving to achieve "careful, careful, serious, comprehensive"
2, the specific layout: (reference)
- small gifts issued at the cloth layout Printed forms and pens: registration of some of the customer's personal information (name, work unit, home address, contact number (after receiving the gift to invite customers to fill out)
- signing table / signing paper and pen each
- tables and chairs
- gift bei p>
-Gifts Beyak exquisite handbag 200
-Beyak promotional materials 200
-Colorful hydrogen balloons (Beyak LOGO) 200
-Small gifts: Beyak exquisite Advertising pen 200
- Beyak exquisite notebook, single Beyak porcelain cup to the designer
- Staff uniform configuration and other souvenirs
1 red ribbon (Beyak flooring - luxury above, the glory of the
2 badges
3 Beyak shopper clothing
- guests 1 boutonniere 6
3, the ribbon-cutting ceremony: (reference)
(the basic content: the opening - leadership speech - the ribbon-cutting ceremony - the opening ceremony - the opening ceremony - the opening ceremony - the ribbon-cutting ceremony - the ribbon-cutting ceremony - the ribbon-cutting ceremony - the ribbon-cutting ceremony -Leader's speech -Ribbon cutting -Cultural activities and other professional performances -Participants raffle -Banquet for some of the VIP (with the raffle at the same time) (With the lottery at the same time))
Celebration procedures:
The opening ceremony is initially scheduled for 200 × × × × morning × × point in the store. (If the company does not have a suitable site can be rented other plaza or hotel)
- 9:30 venue music loud and clear, colorful flags fluttering, welcoming guests, marching band, lion team, Miss Manners in place, the staff ready to work;
- - 9:40 company leaders, guests of honor, the opening ceremony is scheduled to be held at 200 × × × morning in the store. -9:40 company leaders, guests are entering the venue, Miss Manners for the guests to sign in, flowers, lead into the seat, guide Miss Manners waiting at the entrance, ready to lead the work;
-9:55 celebration emcee (invited host as) announced that the celebration is about to Start, please leaders, guests are seated, please participate in the celebration of all personnel in place;
--10:00 celebration officially began, the celebration of the master of ceremonies recited master of ceremonies words of opening; (store at the same time began to sign)
--Master of ceremonies read out Attend the celebration of the main guest list;
- celebration of the master of ceremonies announced: Beyak × × flagship store opening ceremony began! -Ceremony master of ceremonies announced: please x x speech; (VIP);
-Ceremony master of ceremonies presided over the ribbon-cutting ceremony, Miss Manners led the company leaders, guests in place;
-Ceremony master of ceremonies invited the Beyak Jiangxi general agent to preside over the cutting ceremony.
- Beyark clubhouse leaders announced: Beyark × × flagship store opening! (Leaders and guests cut the ribbon!)
- - Ribbon cutting moment, music loud and clear, ceremonial flowers in the sky, dragon and lion dance, the celebration to form a climax;
- - A variety of colorful performances such as, aerobics, Latin dance, etc., (roadshow activities began)
------ In the song, the master of ceremonies concluded,
- the end of the celebration.
Fifth, the opening activities of the training and arrangement of personnel:
On-site billing staff to be arranged in place, in addition to sending a single page, but also responsible for maintaining the site order. It is best to pre-communicate into the community businessman to send a single. They are able to eliminate the strangeness of customers who have been publicized, leading these customers directly into the store, the signing of a single ideological preparation, the success rate is relatively high. Shopper guide must be through training, preferably married, and home renovation, have enough experience in the decoration. The number of shoppers should be sufficient. Logistics staff should also be arranged in place.
Six, site control:
The weather concerns; water and electricity arrangements; different product areas are responsible for people, related materials. Preparation and supplementation, etc.
New store opening activities planning program building materials city 2has always been accompanied by people's lives, furniture products, integrated into thousands of households, has become an indispensable daily necessities of people's lives. With the continuous improvement of people's living standards, the increasingly fierce competition in the market, the furniture market has undergone qualitative changes. Home focus on grade promotion, in the process of this promotion, but also gradually formed five major development trends:
1, the furniture market from the high-end to low-end (home appliances to the countryside)
2, the traditional off-season furniture market is also hot (seasonal promotions)
3, the furniture product tends to be fashionable (changes in the style of product design and materials)
4, the furniture Group purchasing has become fashionable (product promotion)
5, furniture sales network (network marketing)
The above is now the overall development trend of the home furnishing industry, but my company is mainly to sell the Opie home furnishing based on Opie itself, belonging to the home building materials products in the lead, design style, the overall collocation, the material selection on the view of the cost is very high. So in this new opening on the occasion of the promotional activities should be large-scale, taste, fashion, affordable material, reflecting the top home decoration market characteristics, to the majority of consumers to leave a deep impression. Activity purpose
The purpose of this activity is mainly to improve the product's reputation and popularity in the minds of consumers, while the opening of the product promotion.
This activity is aimed at the target for the general public, no specific groups and secondary customers. As the May Day has just passed, the major industries in the May Day were held during the promotional activities, and just the end of the event. Many consumers still have the expectations and thoughts of preferential promotions in their minds, and at the same time when other companies have ended their preferential activities, the company organizes opening bonus promotions. This will undoubtedly attract more eyeballs and attention to come. To increase the popularity of the company, the second to meet the consumer's preferential psychology!
Activity theme
Nowadays, the product in doing promotional activities are no more than a few kinds of activities to show the theme:
Price discounts, giveaways, lucky draws, gift certificates, service promotions, demo promotions, consumer credit. What kind of promotional tools and what kind of promotional themes to choose, taking into account the objectives of the campaign, competitive conditions and environment and the cost of the promotion budget and allocation. After that, it is important to be as artistic as possible and to downplay the commercial purpose of the promotion, so that the campaign is closer to the consumer and can impress him/her more. It is important to make consumers feel that our aim is not to make commercial profits, but only to improve risk control and competitiveness in the industry. So we can not stand in the position of the businessman to organize this event, but to stand in the position of the consumer to consider. Strive for innovation to achieve as much as possible to attract the attention of consumers. It is not about how many products are sold during the event, but about how many consumers recognize the product during the event.
How the campaign will work
This section focuses on how the campaign will work. There are two issues to focus on:
1, to determine the partners: pull on the government to do the backing, hanging on the power of the media to exaggerate the whole atmosphere of the event. Is the manufacturer to act alone, or join forces 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.
2, to determine the degree of stimulation: To make the promotion successful, it is necessary to make the activities have the power to stimulate the target
The target audience to participate. The higher the degree of stimulation, the greater the response to promote sales. But there is also a marginal effect of this stimulus. Therefore, it is necessary to analyze and summarize the promotional practice, and determine the appropriate level of stimulation and the corresponding cost of inputs in conjunction with the objective market environment.
Specific content
The day of the event in the purchase of furniture, building materials products cumulative consumption of XXXX yuan, you can participate in the lottery. The conditions of the activity can be reached for how much consumption amount / times (such as: 2000 yuan / times 4000 yuan / 2 times) and so on. The buyer will be able to draw and redeem the prize.
The prizes of the activity can be divided into
The first prize is worth XXX yuan of shopping coupons (shopping coupons can be the store, but also can be the alliance of merchants) The second prize is worth XXX yuan-XXX yuan of furniture or sanitary ware
The third prize is worth about XXX yuan of furniture and sanitary ware or home accessories
The fourth prize is worth about XXX yuan of furniture and sanitary ware or home accessories
The third prize is worth about XXX yuan of furniture and sanitary ware or home accessories. Fourth Prize Home accessories or supplies valued at about XXX yuan
Fifth Prize Home accessories or supplies valued at about XXX yuan
Notes
1. Must be a one-time payment;
2. Consumption of 2,000 yuan, you can take part in the lottery once, full 4,000 yuan, two times, and so on; less than 2,000 yuan, you can participate in the lucky draw. strong>
The general location of the event for the goods stores and stores near the square, one does not have to spend the cost of transportation; secondly, closer to the store, you can let consumers remember the product sales address, the product of the overall culture. Time should be selected on weekends, not in the office hours will have more consumers to participate in the greater increase in popularity and visibility. If there are factors such as occupying the road, you need to apply for an occupancy permit in advance with the city management and relevant departments. Avoid other interludes on the way to the event, affecting the process of the whole event. How long it lasts will be the best effect should also be analyzed in depth. Duration is too short will result in this time can not be achieved within the repeat purchase, a lot of benefits should be obtained can not be realized; duration is too long, but also cause the cost is too high and the market does not form the heat, and reduce the value of the customer's mind. It is recommended that the activity time in 3-5 days, so there will be a consumer linkage, many consumers will drive around other people to come to consume, increase the maximization of benefits. Time is too long will needlessly increase the cost!
Advertising with the way
A successful promotional activities, need a full range of advertising with. What kind of advertising ideas and presentation methods to choose? What kind of media hype to choose? These all mean different audience arrival rate and cost investment. Therefore, the entire activity site layout is crucial, large publicity posters, promotional ads, product explanations and so on must be complete. Introduce the whole activity planning, business philosophy, service objectives and opening promotional information, performing arts team, DM sheet distribution, Miss Manners and so on are indispensable. A good opening ceremony is a direct impact on consumer awareness of the company's corporate image. Activity site the more grand, the consumer on the quality of the product, the business service will be more assured. There is no strength in the content of the enterprise activities is more popular, which is the general concept of the consumer's heart. This is why the government and the media, the government and the media in today's social influence is unparalleled.
New store opening activities planning program building materials city 3
First, the purpose of the activity
The opening ceremony was held, both to allow more groups of people to understand the opening of the first phase of the market of the Dachuan International Building Materials City, but also strengthen the image of the Dachuan International Building Materials City in the hearts of merchants. At the same time for the second phase of the market investment to make preparations. Through the grand opening ceremony of its enhancement in the industry's visibility.
Second, the activities outlined
Activity theme: hand in hand with the wealth win-win
Activity theme: Da Chuan International Building Materials City, a market opening ceremony
Activity time: September 20xx morning
Activity location: Da Chuan International Building Materials City, a market square
Activity content: the leadership guests signing ceremony
The opening ceremony will be held at a later date.
Participants: leaders, guests, merchants, media, building materials city staff, etc.
Activity tone: grand, quality, shock
Organizer: Da Chuan International Building Materials City
Planning and implementation: Chongqing Qiaodu Advertising Culture Communication Co. p>
Third, the bridge is creative
Dachuan International Building Materials City is China's largest and first building materials marketing headquarters base, the largest decorative building materials logistics center in western China, the hub of the Eurasian Channel transit market, the scale of industrial clusters generated by a strong market function contains a huge business opportunities. The first phase of the market has contracted more than 1,000 merchants, and now the second phase of investment in progress.
The success of the opening, not only shows that the first phase of the market investment success, but also for the next few investment has created a good momentum. So this activity mainly focuses on the following creative
1. Scale of the status
To create a magnificent activity site, show the scale of Dachuan International Building Materials City, reflecting its position in the industry.
2. Wealthy business opportunities
Integration of the God of Fortune element, so that guests feel that the Da Chuan International Building Materials City contains a huge wealth of business opportunities.
Fourth, the activity highlights
1. God of Fortune to welcome guests
12 God of Fortune columns set up on both sides of the channel into the venue, the customer guests walk in to feel a strong sense of wealth, let a person feel happy.
2. Push the lever to start the ceremony
When the leader announced the opening of the leadership guests, customer representatives pushed up the lever, "meaning that hand in hand with the wealth win-win". At this time, the colorful smoke, rainbow machine, royal salute, the sound of military music into the sound, the scene atmosphere reached a climax.
3. Power glider three-dimensional publicity
Power glider, printed with the opening of the information, took off in the main city, has been flying to the opening of the event site, so that more people see the opening of the first phase of the Da Chuan International Building Materials City market information to improve visibility.
4. Opening red drum dance + lion dance performance
Beauty and shocking drums, lion dance superb performance to stimulate every nerve of the guests. It also implies that Dachuan International Building Materials City will be red hot and prosperous business.
V. Activity flow
08:30-10:00 preparation, warm-up time
08:30-08:50 all staff to the scene, held a temporary meeting, a detailed division of labor arrangements.
08:50-09:00 site layout all ready, the sound engineer began to play music, the host, Miss Manners, marching band, lion dance team, etc.
Field to change costumes, ready to perform.
09:00-10:00 marching bands, gongs and drums, lion dancers take turns to perform, Miss Manners welcome the guests and lead the leaders to take a seat in the guest lounge.
Customers go to the signature wall to sign and receive gifts.
10:00-10:35 activity main time
10:00-10:05 large opening red drums + lion dance (8 people)
10:05-10:10 host on stage, opening remarks, theme introduction, please relevant leaders, VIPs and so on. The hosts will introduce the theme of the event and invite the leaders and VIPs to take their places.
10:10-10:15, please welcome the leadership of Okawa International **
10:15-10:20, please government leaders ** speech (the specific list and content provided by your side)
10:20-10:25, please** Leader to announce "The opening of the first phase of the market of Da Chuan International Building Materials City!" .
At the same time, the leading guests, customer representatives push up the start lever.
(wind gongs and drums, military music, royal salute, cold fireworks, rainbow machine, colorful smoke, applause)
10:25-10:30 group photo
10:30-10:35 the host announced the end of the ceremony, the Miss Manners guided the leadership to the car, the leadership of the first to leave, the military band to send off the leaders 10:35-11:00 Media interview (recommended)
The media interviews the leaders on the spot.