BYD 4S store anniversary
Promotional activities planning program
BYD 4S store anniversary promotional activities planning program
One, the purpose of the activity:
1, the anniversary of the store as an opportunity, through the planning of a series of activities, to further publicize the overall image of the enterprise, to increase the visibility and reputation of the enterprise;
2, through the anniversary of the store, maximize the flow of people, enhance the popularity, expand the store's sales performance;
Two, the theme of the event:
Celebrate sixty-three years of BYD send nine gifts
Three, the time of the event:
September 29, 2009-October 7, 2009
Four, the promotional activities Design of the content:
1, a gift: into the store free gift
No need to shop, into the store with a gift. During the activity period, all customers can get a free gift after registering in the store with the leaflet. Promotional Note: The number of gifts issued during the event is limited to the first 30 consumers in the store (expected to be 10 days 300). Merchants can choose their own, it is recommended that merchants before the Mid-Autumn Festival can be used in place of the gift of moon cakes.
2, the second gift: anniversary store special gift
Surprise price, BYD G3 2010 1.5MT Zunya GS-i models 70,000 yuan / vehicle, BYD G3 2010 1.5MT Xinya models 70,000 yuan / vehicle (the launch of the two special price car, not involved in other gifts and services), limited to 10 units per day. This quantity is for reference only, merchants can apply themselves according to their own situation.
3, triple gift: Mid-Autumn Reunion Gift (except for special cars)
Mooncakes are an indispensable symbol of Chinese Mid-Autumn Reunion gift, but also because Mid-Autumn Festival in the National Day after the moon cakes can be used as a gift, more close to the season and atmosphere. BYD merchants can negotiate with some supermarkets and stores to buy cars with mooncakes as a gift, to the end of the event and then check out. It can also be decided by the merchants themselves depending on the situation. The grade of the mooncake should not be too low, try to keep the grade of the mooncake within the profit range, according to the store inside the low-profit models to send mooncakes.
4, four gifts: the purchase of luxury gifts (except for special cars)
Based on different price segments of the models set up different gifts, the higher the selling price of the relatively large profits. For the purchase of high-end models of customers, within the scope of the guaranteed profit, to send a luxury gift package. Gift packages can be beach chairs, shopping blue, pumps, anti-theft locks,, induction cookers (merchants to buy their own) and other free combinations into a number of different gift packages.
Other models are:
BYD G32011 1.5MT Digital Intelligence Edition XinYa Model
77,900 (special price of 70,000 yuan)
BYD G32011 1.5MT Digital Intelligence Edition Luxury Model
80,900
BYD G32010 1.5MT ShuYa Model GL-i<
76,900
BYD G32010 1.5MT Xinya
77,900 (special price 70,000 yuan)
BYD G32010 1.5MT Luxe GLX-i
80,900
BYD G32010 1.5MT Zunyatsu GS-i
89,900
BYD G32011 1.8CVT Digital Intelligence Edition Deluxe
96,900
BYD G32011 1.8CVT Digital Intelligence Edition Kia
109,900
BYD G32010 1.8CVT Grand Elegance
96,900
BYD G3 2010 1.8CVT KIA GLX-iNAVI
109,900
5, five gifts: Mid-Autumn Festival Red Packet Gift (vouchers attached)
Where in the activities of the period of the daily 10:00 a.m. and 16:00 p.m. punctual distribution of Mid-Autumn Festival Red Packet Gift, the Red Packet Gift from 50 to 200 yuan, the Red Packet distribution method from the Denomination of 200 yuan sent to 50 yuan, first-come-first-served.
6, six gifts: National Day cash gift (except special cars)
Activity during the purchase of regular-priced models of consumers with purchase invoices or receipts can participate in the grab cash once. Catch the cash bill is valid on the same day, the person in charge of catching the prize for the customer's bill to indicate that "the prize has been caught, this list is invalid".
Remarks:
It is recommended that this activity can also be used in the normal sale of cars. First, not much cash to pay, and second, easy to establish a reputation.
7, seven gifts: depreciation of $1,000 gift (except for special cars)
All BYD car car users, during the activity period with ID card and the old car purchase invoice to the store to enjoy the old for the new discount: the old car can be discounted to a certain price, offset for the cost of the purchase of the car. In the profit range, can also be presented with some exquisite small gifts.
Remarks: the source of the old car provided by the consumer for the formal channels, otherwise do not enjoy the trade-in preferential activities
(1), during the activities of the purchase of the car of consumers are eligible to participate in a lucky draw;
(2), the rules of the lucky draw:
Number 1 to 6 ping-pong balls in an opaque box, after a number, then this number of the ball into the box to draw again, draw 6 full of balls into the box to draw again, and then put this number into the box. Box and then draw, draw full 6 for a group, that is, a draw is completed; each person is limited to draw once; customers may not watch the box when drawing, otherwise invalid, not redeemable;
(3), the raffle *** set up 6 levels of awards, the specific settings are shown in the table below.
Prize Setting Table
Prize Level Winning Condition Prize Quota Prize
Grand Prize 1 6*** 1 quota BYD G3 2010 1.5MT Premium GS-i a...
First Prize 6 1, 6 2, 6 3, 6 4, 6 53/day***9 places return 75% of the purchase price of the car
Second Prize 5 the same number of 5/day***15 places return 60% of the purchase price of the car
Third Prize 4 the same number of 10/day***30 places return 40% of the purchase price of the car
Fourth prize 3 same number of unlimited quota beach chair
Fifth prize 2 same number of unlimited quota shopping blue one
8, eight gifts: sunshine service gift (after-sales preferential service card is attached)
Any new and old BYD users, in the "double" promotional activities during the period of the store can come to the free enjoyment of cleaning, waxing and other repair and maintenance services. And you can receive a BYD after-sales maintenance service card worth 50 yuan. During the campaign period, consumers can enjoy the following benefits: within one month of purchase, if there is any problem that is not caused by human error, the merchant will unconditionally refund 10% of the purchase price of the car. Merchants are required to register the date of purchase, amount, model and expiration date of the car.
Suggested merchants can also do other services as needed. Such as all the consumers who buy a car during the event, you can change the headlight for free once, lifetime free change brake lines and other parts in the riding process is not easy to damage the service activities, to accumulate popularity and build up the image.
V. Specific pre-publicity programs:
1, the distribution of color pages can be issued from 6 to 7 days before the event has been extended to the end of the event. The first to determine the distribution of personnel, the necessary training, so that they can correctly understand the activities of the various matters. This includes information on the time, place, theme, special offers, and how the promotional gifts will be distributed. In order for their publicity to cover a wide area, the message should be conveyed accurately and effectively. Conditional can enter the neighborhood, community distribution of publicity.
2, posters: 7 to 8 days before the event, in the relatively large flow of people in the square, the street, the community next to paste posters. Poster content includes time, place and can attract consumers to go to the promotional gifts and activities.
3, the rolling subtitles of the television media preview, 6 to 7 days before the event began to publicize to the end of the event. This promotional method is temporary and centralized, and should be done in the local mainstream TV stations and TV stations with high ratings of mobile subtitles to ensure the widest dissemination of information.
4. Newspaper soft copy also has a wide audience everywhere. Should be about 7 days in advance to start publicity, at the same time need to be very strong continuity, at least in a week every other day release three - four times. From this side can also be very good delivery of information, but also has a high degree of credibility, trusted by some consumers.
5, TV advertising: 6 to 7 days before the event began to publicize to the end of the event, for merchants who have the conditions can choose. It has a wide audience, the impact of large, influential communication channels and other advantages, but also easy to elaborate the content of the event.
6, SMS publicity: through the mobile company, SMS as a platform to publicize the activities; for the old customers to send National Day, Mid-Autumn Festival related activities, free of charge during the event to the old customers to maintain the car, and at the same time to tap into potential consumers.
7, combined with the local situation, you can also take other proven methods to publicize. For example, during the event you can play open-air movies, invite the drum team, drum team, cartoon mannequin parade, car parade publicity, as long as you can bake
Eleven, Mid-Autumn Festival celebratory atmosphere and to achieve the purpose of the broader message can be.
Sixth, the terminal layout recommendations:
1, arches, flags, carpets, hanging flags, balloons, easy to pull the treasure, flower baskets and other traditional ways can be used. Momentum must be big, such as multiple arches, 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, giving people the feeling that many gifts, very valuable. Such as the drum team, open-air movies and other forms of purpose of one is to attract the attention of customers who come to visit, to be able to accurately find the location; is also the creation of the atmosphere of the scene is also a complement.
(1) the surrounding neighborhoods: neighboring streets and downtown main road signage publicity. Hanging flags, banners and other design and production of the traditional festivals "Mid-Autumn Festival" and National Day as the theme, to create a festive atmosphere.
(2) Outside the store: hang red lanterns above the main entrance. Design and production of Mid-Autumn Festival and National Day themed window ads to increase the festive atmosphere;
(3) Outside the door display knife flag marking the corporate logo, set up a large archway outside the door, set up in front of the store a large theme of the exhibition plate, release the theme of the event or posters, the doorway is decorated with balloons and bouquets of flowers. Poster by the planning department to provide design templates, business activities in their own organization to fill out and post.
(4) careful environment of the store, activities during the flow of people is relatively large, should be adjusted accordingly for the event, neat, spacious is appropriate. Especially the counter must be eye-catching, clean, generous and decent layout.
(5) Inside the store:
The doorway is set up clearly marked BYD LOGO reception, conditions allow the establishment of welcome and shopping guide lady.
Establishment of a guidance system, the establishment of a clearly marked corporate LOGO signage.
There will be a large number of people moving around during the eleventh day of the eleventh month, so there should be a resting place in the relevant area of the store, equipped with service personnel and the distribution of gifts and promotional materials. The relevant location in the store to set up a business promotion desk, set up related gifts, promotional items on display, and provide consulting services.
2, specific details
(1) Gift distribution office layout put a good printout of the form and pen, register to buy some of the customer's personal information (name, work unit, home address, contact number (after receiving the gift to invite customers to fill out), to facilitate return visits.
(2) BYD Auto's promotional materials, leaflets on the content of this event and other related materials should be well prepared.
(3) Staff members are required to dress in uniform to avoid inconvenience when they can't find themselves in large crowds.
(4) The store is recommended to be equipped with speaker facilities, but the sound should not be too loud to avoid noise.
Seven, publicity costs budget
1, advertising costs of television: 50,000 yuan.
2, banner design and production costs: 500 yuan.
3, hanging flags and posters printing costs: 1000 yuan.
4, promotional flyer printing costs: 500 yuan.
5, promotional gifts cost: 2000 yuan.
6, stage rental and construction costs: 3000 yuan.
7, newspaper publicity costs: 1000 yuan.
8, BYD after-sales maintenance service card production costs: 300 yuan.
9, shopping to catch cash: 2000 yuan.
10, voucher printing costs: 200 yuan.
11, other contingency costs: 1000 yuan.
Eight, safety control
Promotional activities, safety is the first, must pay attention to the safety of consumers and stores. There are some activities that can easily trigger disputes between consumers, such as sending red packets, some people come very early to line up, but some people come late to cut in line, this situation should be arranged beforehand to have someone to maintain order and ensure that the activities are carried out in an orderly manner.
The local merchants can choose their own promotional activities according to the local market situation and their own ability. Promotional activities to produce results, the key is to seize the customer's heart, to seize the customer's changing needs, even the most simple and unadorned form of promotional activities, as long as the activities of the substance of the content can be close to the customer's heart, will be able to impress the customer, attract customers.
Nine, activity assessment
Forewarned, after the teacher. The end of the event should be liquidated and evaluation of the event, sales, profits, expenses and other related matters to organize. And summarize the effect of this activity, publicity is in place, whether the gift distribution is attractive, shoppers in the activities of whether the task can be well done, whether the activities of the effective amount of attraction of the flow of people, whether there is an advantage in terms of price, those activities are more attractive to consumers, and other aspects of the summary for the next time to do the large-scale promotional activities to accumulate experience. From this to find out the shortcomings and problems in the implementation process.
Ten, Remarks
Address: No. 1299, West Nanbinhe Road, Lanzhou City
Telephone: 0931-2502577
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