Summer promotion planning program five
In order to ensure that things or work effectively carried out, it is often necessary to carry out the program in advance to prepare for the work, the content and form of the program should be centered on the theme to carry out, and ultimately to achieve the desired effect and significance. Programs should be how to develop it? The following is my collection of summer promotion planning program (general 5), welcome to read, I hope you can enjoy.
Summer promotion planning program 1
The large-scale chain of eyeglass stores is the development trend of the retail industry, where large. Especially large chain-type optical retailers, the quality of their products are more superior, well received by local consumers. In the fierce competition in the market, in terms of quality, management, standardization is not comparable under the premise of how to make the market bigger. How not to be ruthlessly eliminated by the competitive market, is the reality of the problem in front of these enterprises.
Every summer, is a new round of spectacles market wrestling staged. The progress of the times to promote the maturity of people's consumer psychology, consumers pay more attention to product diversification, personalization. The demand for eyeglasses rises from the single level of vision care to the humanities, aesthetics and other three-dimensional consumer space. What is in front of every optical store is what kind of promotion tactics should be adopted and how to achieve the expected goals. As a well-known eyeglasses store in Zhangjiagang, Lean Optical has to seek a larger market share and enhance the brand; this is inevitably inseparable from the promotion activities and media advertising.
First, the theme of the event
"Fashionable life 'mirror' in the lean"
A successful promotional activities, whether it is a price reduction, discounts or on-site show, it is necessary to pass a unified theme at the same time information, and the theme of this information is exactly the same as the brand. This theme information is exactly related to the core value of the brand, and can spread the core concept of the brand, so that the promotion not only will not cause harm to the brand, but also can build up brand loyalty. In this promotion of Lean Eyewear, 'fashion', 'life' is highlighted, in order to continue the brand communication, improve the efficiency of communication and continue to enhance the brand image.
"Fashion life, mirror in lean"
Theme contains factors:
1, 'mirror', 'exhaustive', encompassing the brand thousands, summer Promotion brand is not single;
2, modern life as you like, play fashion life, show perfect self;
3, life fashion and eye health coexist; humanistic personality and Lean Optical coexist, show the charm of life, brand charm;
Second, the purpose of the activity
Through the promotion of summer promotion activities, as well as the appropriate image of the media publicity Through this summer promotion activity and appropriate media image publicity, we can show the enterprise brand of Lean Optical, attract consumers' eyeballs, stimulate consumers' interest, increase sales, and greatly enhance the popularity and reputation of Lean Optical.
1. Find out the market vacancy and increase the sales through summer promotion.
2. Increase the market share of the brand and enhance the brand image of Lean Optical.
3. Investigate the consumers and carry out corresponding activities to guide them to carry out the correct eye care habits, cultivate the consumers' attitudes of fashion, aesthetics, personality, temperament and other aspects of life, and embody the enterprise's humanistic care for the consumers.
Third, the target group
1, 10 to 17 years old
student groups;
2, 18 to 29 years old
young groups;
3, 30 to 50 years old
business people;
4, old customers, members and other groups with high loyalty.
Fourth, the campaign time
1, July 17, 20__ to July 31
2, August 07, 20__ to August 13
3, August 21, 20__ to August 28
V. Publicity forms
1, for the store
a. Posters, leaflets, Hanging flags, folding pages, pop; explosion sign;
b. Banners, on-site effects (a combination of arches, balloons, etc.).
2. For the media mix:
a Newspaper media: choose Yangzi Evening News, Zhangjiagang Daily;
b. Soft ads: weekly publication of eyeglasses with the knowledge of eye health;
c. Other: magazines, elevator media;
d. Network media: choose Zhangjiagang News Network, Zhangjiagang People's Network, Zhangjiagang government procurement network;
e. News: every two weeks to publish news of promotional activities, reporting on the activities;
f. Broadcast media: select the local broadcasting station in Zhangjiagang;
3. For the outdoor:
a. Hanging banners.
b. Waiting room, public **** bus car interior billboards.
c. Road signs
Six, the activities of the section
In order to make this promotion has a sense of continuity and rhythm, the two-month event is divided into three sections, each section has a theme, each theme will be in line with the theme style of the glasses brand manufacturers to cooperate. In addition to the activities will be the traditional forms of promotion, such as gifts, gift packages, lucky draws, member points return, fill out questionnaires, etc. will always be throughout the three sections, the following only introduces the highlights of the three activities of the section, and other traditional forms of promotion need to communicate in detail with the Lean Eyewear after the planning.
1. "Playing with fashion" July 17th, 20__ to July 31st
a. Roadshow activities in cooperation with '___ Brand Eyewear';
b. Activity time: July 17th, 20__. (Sunday) 8:30 am - 10:30 am;
c. Activity location: Lean Optical store near the square, or the local square with the largest flow of people;
d. Activity: rock songs, street dance, audience experience, on-site raffle, eyeglasses modeling, product introduction of the cooperative manufacturers. Through the on-site activities to reflect the hot summer, play out the fashion, as much as in the lean, kicked off a two-month prelude to the summer promotion.
2. "Mirror enjoy life"
a. Jointly organized with '__ brand glasses';
b. Activity time: August 07, 20__ to August 13
c. Activity mode: To wear glasses portrait photo as the theme to consumers to collect portrait (two to four), as long as the activity time to the relevant clear portrait collection (two to four) to Zhangjiagang lean glasses, can be valid documents to obtain a free gift, a membership card; and can have the opportunity to get the best famous star award for this activity.
3. "The best partner" August 21, 20__ to August 28, 20__
a. Activity time: August 21, 20__ (Sunday)
b. Activity place: in front of a branch of Lean Optical
c. Activity method: The "best partner" was held outside the specific store, two people were selected as temporary partners or relatives to choose glasses on the spot; after one party finished choosing, the other party chose glasses on the spot, as long as both parties chose exactly the same glasses, both parties can get this pair of glasses free of charge;
In addition, anyone who buys the designated brand of glasses (products of cooperative manufacturers) will be entitled to a free pair of glasses.
4, "I am a star" during the event, I hold a valid ID card to Lean Optical enrollment, you can get a gift, and get "I am a star" qualification.
VII. Media strategy
1. At the same time of publicizing this promotion, we will do special publicity for the different classifications of the products of the manufacturers of Lean Optical, highlighting the special functions and superiority of the products, as well as the use and after-sales service.
2, the establishment of certain outdoor advertising, bus advertising, light box advertising, in order to expand the advertising continuity, combined with certain renovation of promotional means, and constantly maintain customer interest and attract potential customers, such as flyers, coupons, membership cards and so on.
3, in the radio, print media, focusing on publicizing the theme of promotional activities, activities.
4, regular coverage of the event, to establish a public image and win consumers. For example, in the activities can be assigned a few people to distribute the relevant knowledge of eyeglasses introduction, how to protect glasses and the use of different eyeglasses methods and maintenance, etc..
5, combined with promotional time to focus on publicity.
6, make full use of the Internet media, activity publicity at the same time, held a prize survey, the extraction of people to participate in on-site activities, at the same time, you can collect customer real data.
Summer promotion planning program 2I. About the activity
Activity name: summer purchase storm
Activity location: Dahuangshan Lushan market world cell phone hypermarket (in front of the store)
Activity time: from now until July 31
II. Objectives of the activity
The optional objectives of the activity are as follows:
1. Reach new customers and let more consumers know and understand the World Cell Phone Store
2. Enhance the image of the store and set up a good corporate image in the minds of the customers
3. Interact with the customers, through product demonstration, experience, lucky draws, so that the customers are involved in it
4, Promote existing products and distribute coupons to stimulate customers to buy
III. Activity Preparation
1. Promotional Products
(1) Typical samples collected with a digital camera in kind, not many samples, but seek to fine.
(2) the establishment of commodity files will be digital camera pictures of goods imported into the database, look at the picture to supplement the other detailed description of the goods, the price of goods, specifications and a variety of basic information (item number, color, specifications, price, etc.).
(3) On-site new product experience, so that customers have a more direct feel for our products.
2. Promotional materials
(1) cell phone promotions coupons, which can be directly effective, to give the willing customer.
(2) leaflets - sixteen open size, is the promotional process of the store to the customer one of the most distributed information, which should be a simple product and promotional activities should be introduced.
(3) Poster - Poster reflects the basic information of the event, the scope of information is relatively broad compared to the leaflet, the picture in the form of graphic presentation.
3. About the gifts
The items distributed during the event included posters, leaflets, coupons and other printed materials, as well as gifts such as fans and umbrellas.
Gifts are sent by promoters in a targeted manner with pre-prepared corporate prints or exquisite gifts. The coupon is a 10 yuan coupon
4. Activity personnel
Site layout: 3 people, male
Activity information distribution: 4 people, both men and women, decent features, affinity
Gift distribution: 2 people, good temperament, the most suitable for women
Activity hosts: 1 person, you can be in the scene to incite consumers to participate in the passion
The activity is not the only thing that you can do, but it is also the most important thing that you can do.
5. Personnel training
1, introduction. Including the introduction of personnel, activities, etc., the purpose is to familiarize customers with the background, environment and conditions of the event.
2, the activities of the introduction, including promotions and prizes. For example, the promotion of specific methods, awards, etc.
3, technical training, the main training personnel reception and sales promotion skills.
6. Customer invitation and momentum
The main leaflets sent and on-site sales:
1, leaflets sent: 4 send leaflets were sent in the market in the place of the larger flow of people distributed, the initial location is set in front of the store intersection of a person, the road west of the intersection of a person, a person in front of the market, the entrance to the market of a person, the 16th station intersection.
2, the activities of the scene through the host to introduce the activities and broadcasting to attract potential participation in the purchase and lottery activities, inciting pedestrians to participate in the enthusiasm.
IV. Promotional work and staffing arrangements
1. Work content
1, welcome (2 people): responsible for receiving customers into the activity area, distribution of promotional pages, inform customers of the activities and products, responsible for the activities of a simple introduction to allow customers to understand the range of products and promotions in the store.
2, product introducer (2 people): distributed product manuals, responsible for the brand, product display, explanation and overall activities of the content of the introduction, and to facilitate the purchase.
3, gift distribution (2 people): specifically responsible for the custody of gifts, organizing and sending
The information does not need to be seen to send, can be selective to the intention of the customer to distribute information. For serious inquiries about the customer, to be specific.
V. Activity participants and gift statistics
Activity personnel: 11 people
Activity promotional materials: 1 set (2 posters, 1 sticker)
Each cell phone brand ` advertisement brochures, leaflets (with coupons)
A number of fans, umbrellas: 20, drinks: 4 boxes
Activity equipment: 4 sets of tables and chairs, advertising umbrellas 4 umbrellas
VI. Cost budget
Leaflet: 1000 pieces, *** 250 yuan
Activity site setup cost: 300 yuan
Detail:
Rental of arches, banners, balloons, etc.
2 posters, 40 yuan; 1 poster, 5 yuan
Activity gift cost: 970 yuan
Detail:
The cost of the event: $4,000,000
Detail.
5 fans, ***$400
20 umbrellas, ***$400
Drinks: 4 cases, $120
Related gift wrapping costs: $50
Personnel wages: $455
Biller: 4 people, $50 per person per day ***$200
On-site host: 1 person 200 yuan
Lunch costs for event staff: 11 people, each person 5 yuan *** counting 55 yuan
Contingency: 300 yuan
Total budgeted costs: 250 + 300 + 970 + 455 + 300 = 2275 yuan
Attachment:
I. Daily workflow
7 8:00: After breakfast, the person in charge will arrange the work of the day, and each person will receive the material used on that day
8:30: Arrive at the activity place on time
8:30-11:00: Send out leaflets
8:30-11:30: On-site promotional purchase of machines for the lucky draw
11:30-13:00: The person in charge will arrange the lunch rotation
13:00-13:00: The person in charge will arrange the lunch rotation
13:00-13:00: The person in charge will arrange the lunch rotation
13:00-13:00: The person in charge will arrange the lunch rotation
13:00-18:00: On-site promotion of the purchase of mobile phone lottery14:00-16:30 to send leaflets
18:00: clean up the material in time to submit the daily summary report, fill in the report
Second, the specific rules of the lottery
1. During the purchase of any one of the store's cell phones can participate in the lottery, with the purchase invoice, a machine is only allowed to draw once, when the lottery is marked on the invoice (such as indicating that the lottery has been), more than the period of activity can not participate in the lottery.
2. Prizes: 5 first prize, prize worth 80 yuan fan;
20 second prize, prize worth 20 yuan umbrella;
70 third prize, prize worth 2.5 yuan Master Kong a bottle of drink.
3. Drawing method: set up a moderate size of the lottery box, the awards will be presented in the form of cards, respectively, the first, second and third prizes and thank you for participating.
Summer promotion planning program 3
To set off the summer Lushi ecological vacation tour boom, to further expand the impact of tourism in our county, drive the development of related industries, the study decided that, in the summer, the county party committee, the county government organized personnel to Sanmenxia and the surrounding cities of colleges and universities, colleges and universities, and secondary and elementary school to widely carry out the "cool summer, into the water of the Lushi mountains "Theme tourism promotional activities. During the summer period, the scenic spots on the students, teachers unified implementation of ticket preferential policies.
Specific summer tourism promotion programs are as follows:
First, the organization and leadership
County Standing Committee, Organization Minister Wang Wise, deputy county government Zhao Jinqing led the team, the Tourism Bureau, the scenic area responsible person to participate in (each scenic area to participate in at least 2 people).
Second, the target market
Sanmenxia, Zhengzhou, Luoyang, Pingdingshan, Yuncheng, Linfen, Taiyuan, Xi'an, Weinan and other places.
Third, the publicity method
1, in the source of the mainstream news media published advertisements;
2, to all kinds of colleges and universities to distribute promotional materials;
3, held in Lushan Tourism Promotion, invited the local news media and travel agencies to participate in the;
4, to determine the fixed point of the travel agency agency summer camps, to give special incentives;
5, inviting local travel agencies and news media to the scenic area to step on the line, picking.
Fourth, the form of organization
Take the scenic area of independent publicity ___ county unified organization of two forms.
First, the Tourism Bureau led the organization to participate in the ___ Northern Tourism Fair. Overall to create a "landscape Lushi, rafting township, summer resort" tourism brand.
This activity is led by the county leadership, the Grand Canyon of the West, Mount Yuhuang National Forest Park, Shuanglongwan scenic area to participate in, the time is July 7th to 8th. Participating scenic spots should be carefully prepared, with enough brochures, preferential policies, group agreement and other relevant information. Yuhuang Mountain scenic area to design and produce a good investment project book, to carry out scenic project investment activities.
Secondly, the scenic autonomous publicity and promotion. In accordance with the scenic area led by a variety of forms, focusing on the principle of effectiveness, in Zhengzhou, Luoyang, Xi'an, Weinan, Sanmenxia, Yuncheng, Linfen, Taiyuan and other large and medium-sized cities, mainly for universities, colleges and universities and schools, teachers and students, parents and other specific groups of people, taking into account the social masses of tourists to carry out the summer vacation tour publicity and promotional activities in Lujiazui.
V, preferential policies
(a) preferential time: July 6 to September 10th.
(B) preferential object: college and university students, high and middle school candidates, primary and secondary school students, teachers.
(C) preferential methods:
1, teachers with teacher's qualification certificate to enjoy 50% discount on tickets.
2, fresh high school, secondary school candidates with ___ year pass or diploma tickets 10 yuan / person, rafting and other recreational projects to enjoy 60% discount.
3, universities and colleges and universities students (including high school students) with a student ID card to enjoy 40% discount on tickets, rafting to enjoy 7% discount, three good students, special hardship students with valid documents free of charge scenic area tickets.
4, primary and secondary school students with student ID tickets to enjoy 30% discount.
5, accompanied by parents of children under 1.4 meters tall free tickets.
6, more than 16 people in a tour group every 10 people free 1 person tickets.
7, travel agency group every 10 people complimentary 2 tickets.
8, travel agencies in the scenic area recognized by the news media advertisers, with the original advertisement complimentary 5 to 10 tickets.
Six, specific requirements
1, the scenic area to develop a summer tourism incentives to attract all types of tourists.
2, the scenic spots should be carefully designed and printed summer tourism promotional materials. Promotional materials should be theme prominent, novel content, printing grade to be high.
3, the scenic spots should be carefully prepared, the organization of each characteristic theme activities and amusement projects. Such as bonfire party, camping outdoor adventure, fine movie night market, fishing activities, boating competitions, camping and science activities, rafting contest, art sketching, literary pencils and other activities.
4, the scenic spots to strengthen cooperation with the travel agency, the joint travel agency to carry out the theme of the summer camp activities, pulling the summer tourism boom, to achieve economic and social benefits win-win.
5, the scenic spots to ensure that funding, personnel, vehicles, three in place, to attach great importance to the summer publicity and promotional activities.
6, after the end of the event, to do a good job summarizing the work of the topic, and reported in writing to the County Tourism Bureau.
Summer promotion planning program 4
Activity background: August is entering the summer stage, this stage of the hot weather, people's shopping behavior is mainly concentrated in the morning and evening 2 stages, the goods purchased are also mainly concentrated in the daily necessities of the main, with a certain amount of summer commodities as a supplement, such as: watermelon, carbonated beverages, juice drinks, sunscreen, etc. In July, the store due to the adjustment of the pattern of the store, the sales of Yueyang, there is a certain decline. There is a certain decline, in order to better strengthen the category promotion, to strengthen the sales of summer merchandise, especially to make the summer merchandise category promotion.
Activity purpose:
1, better to strengthen and stabilize the member customer base, through the members of each grade of exclusive goods and certain forms of member draws to pull together and stabilize the customer base around.
2, through the summer merchandise category promotions, and make certain correlation promotions, fully tap the market share, in order to rapidly enhance a large category of commodity sales at the same time, to enhance the overall sales of the store.
Activity time: August 3, 2012 - August 30, 2012
Activity location:
Activity content:
Theme promotion: Ice cold bottom price to scare a jump
Activity time: ___ August 4, 2012 - ___ August 12, 2012
Activity time: ___ August 4, 2012 - ___ August 12, 2012
Activity time: ___ August 12, 2012 - ___ August 12, 2012 -__August 12
The main idea: to pull and stabilize the weekly customer base, with a certain shocking price of goods as the mainstream goods, to attract a certain housewives, low-end consumer groups, and quickly lock the weekly target customer groups, improve customer flow, and ultimately achieve sales recovery.
Promotional merchandise category selection: this category of promotions mainly hr (high definition, high sensitivity) class of goods (price elasticity ratio is higher than the main commodities, the customer purchase rate of higher commodities), such as eggs, rice, meat, oil and so on.
Specific quantity allocation:
Fresh food: about 10 sticks.
Vegetables and fruits: (2-3 sticks) such as: watermelon, green beans, rice, seasonal vegetables. Requirements in the case of trying not to do negative gross profit, can take the form of flat in and flat out.
Meat: (1-2) such as: the front leg meat (meat is now a hot market, the price has risen significantly, can be allowed to do a surprise price goods).
Cooked food: (2-3) cooked food commodities belong to the higher gross profit, price elasticity is relatively low commodities, then you can list 1 about the surprise price of goods. Such as roast chicken, brine and so on.
Bread: (2-3) bread goods belong to the same high gross profit, price elasticity is relatively low commodities, customer purchase rate is more stable commodities, it is recommended to do a surprise price of commodities, 1-2 special commodities.
Food: 5 or so.
Cereals and oil: (2-3) Cereals and oil commodities, especially rice, cooking oil belong to the lower gross margins, price elasticity is relatively high commodities, the customer purchase rate of daily necessities, it is recommended that we do a surprise price of commodities, 1-2 special commodities, such as oil in the market price uniformly rise, such as the ability to do a special oil, will be able to form certain
Category promotion: fight with the summer summer 100%
The main idea: August is the hottest month of summer, the ancients have the summer of three volts, said that in August there is the middle and the end of the volts, the intensity of ultraviolet rays and the temperature throughout the year is also the number of the strongest, so in this month skin care products (such as: sunscreen, sunscreen umbrella, etc.), oil cleansing milk, etc., as a main promotional products, must be able to create some sales The product will surely create a certain sales peak.
Specific promotional items are selected as follows:
Food; (the main product selection) 50
Personal care: sunscreen, face wash, masks, etc.
Personal care: sunscreen, face wash, mask.
Personal cleansing category: such as: shampoo, body wash, soap, paper towels and so on.
Family anti-mosquito category: insecticidal water, mosquito coils, electric mosquito tablets and so on.
Non-food items (related products selection) 10
Bedding category: air-conditioning quilt, mosquito nets, etc.
Household appliances: fans, air conditioners, mats, etc.
Department stores: sun umbrellas
Shoes: sandals, sandals
Membership of the exclusive commodities
Keynote: In order to better stabilize the membership customer base, the special members of the exclusive surprise of about 8
Promotional merchandise selection: the main choice of items for the mr (no clarity, no sensitivity) goods, such as: instant noodles, pressure cooker, cooked food, beverages and so on.
Attachment: sales in the same period last year (___ August 3 - August 12)
Income with tax
Percentage Gross Profit Amount Gross Profit Margin Food Area 77472853.68% 588048.83% Non-food Area
285206
19.763703015.19% Fresh food area 38320926.55%4441713.21% Whole store 144314514025211.25%
During the period: the number of customers came to 44660, the price of the customer unit is: 32.31 yuan
Activity division of labor:
Responsible department
Responsible for the project stores Store Manager's Office
1. Store activity commander-in-chief.
2. General coordination of the groups of store activities
Store Procurement Office
Responsible for the dm poster of the theme of the promotional activities, the organization of goods, stocking plans to ensure that a full range of goods to the goods.
Store management
1. Overall supervision of activities.
Store customer service
1. In-store radio publicity.
2. Surveys of the surrounding community, the cycle of radio scripts
The store's various operating areas
1. The active cooperation of all work.
2. The publicity of the program of activities for salespersons.
Marketing planning class
1. Overall activity program planning.
2. Overall advertising and publicity and momentum, on-site and off-site atmosphere layout design.
1, moving inside and outside the field, the scene atmosphere of the layout, the production of various props scene ready in place.
Responsible for the activities of the publicity in place, the activities of the poster production and paste
Summer Promotion Planning Program 5First, market analysis:
1, customer groups:
Students (large, medium and small). Housewives. Working youth.
2, best-selling products:
Culture and sports supplies. Seasonal goods: seasonal melons, fruits/drinks, water, beer/ice/mosquito supplies/summer clothes/sandals/fans, air conditioners and so on.
Second, the promotional objectives:
1, to increase the number of visitors.
2, enhance the corporate image.
Third, the theme of the promotion:
Cool Summer, Healthy Life
Fourth, the promotion time:
July 8 to 23, *** 16 days.
V. Promotion Location:
7 branches in Dongguan and Shenzhen.
Six, the content of the activities
Activity 1: Pepsi joy to send
July 12, 13, where to our shoppers, in the supermarket area of a one-time purchase of more than 38 yuan (including 38 yuan), in the department store area of a one-time purchase of more than 76 yuan (including 76 yuan), with the cashier's ticket to the service center to receive 355ml cans of Pepsi cans, daily limit of Limit 300 cans per day. The receipt is valid on the same day and will be voided if stamped. The counter of separate cashier does not participate in this activity.
Activity 2: shopping "oil" award
July 19, 20, where in our store shopping one-time amount of: 100 yuan or more, the award 500ml Haitian soy sauce a bottle; 300 yuan or more, the award 500ml Kangli oil a bottle of blending; 600 yuan or more, the award 1600ml taste of the da More than 900 yuan, award 2 liters of Hongxi peanut oil bottle; more than 1200 yuan, award 4 liters of second-generation tuna oil bottle; more than 1500 yuan, award 5 liters of Citibank peanut aroma and a bottle of tuna oil.
The above prizes with the day of the cash register receipt to the service center to receive. The ticket is valid on the same day, and the stamp is void. The counter with separate cashier does not participate in this activity