The company will be opening soon. Can anyone provide me with a case study of opening event planning for my reference?

1. Description

(1) The planning of opening celebrations and promotional activities should be based on comprehensive factors such as store size, time, local social conditions, competitive environment, and consumption environment. Based on research, make a planning plan as early as possible so that you can fully prepare, execute it perfectly, and achieve the best results.

(2) "Be cautious in the first battle" and "win the first battle" are the primary issues when opening a new store. Therefore, when planning a new store opening, popularity is the first goal, followed by profit. Within the controllable range, do not worry about costs.

(3) The purpose of new store planning: Gather popularity - create business momentum - create business opportunities - accumulate wealth. Create an atmosphere with sensation and surprise, and cultivate and establish the first word-of-mouth image with promotion efforts and service display.

(4) Note: courtesy is more important than courtesy!

2. Purpose of opening planning

(1) Publicity and momentum, making it a blockbuster. Pursue 80% of the target consumers in the business district to know the new store opening information.

(2) Celebration promotions to gather popularity, enhance the atmosphere and create business atmosphere. When a new store opens, networking is the top priority. Only by forming a crowd can it bring about a flow of money.

(3) Expand visibility and improve reputation. A new store is like a newborn. The first impression it gives to consumers is the most important. Especially the success of the event on the day of the celebration and the word-of-mouth effect of the audience on the spot will directly affect the smoothness of the passenger flow within a week after the opening. It is precisely the "intuitive impression" consumers have on the new store during this "opening week" that determines the new store's future popularity.

(3) Promote sales and extend business opportunities. For shopping malls and supermarkets, the sales on the first day of opening cannot mean anything. However, the sales situation during the opening period will not only affect the merchants themselves, but also determine the development of future marketing trends.

(4) Create opening highlights. …

3. Key points of opening planning

Opening publicity is the first step to expand awareness in the region. It must be high-grade, large-scale, high-style, and The characteristics of high impact lay a solid foundation for creating a platform that can quickly increase its popularity. Therefore, the requirements for opening planning must highlight characteristics: (1) Distinctive fashion; (2) Easy to identify; (3) Easy to spread; (4) Impact; (5) Cheerfulness, etc.

The main behaviors are:

(1) Informative: systematically inform and promote the store address, new store attributes, and brand culture, and convey the first information to consumers ;

(2) Influence: that is, using the first event of the new store opening to convey the content and product features of the new store to consumers; using the aforementioned news hot spots to enhance potential consumers’ awareness of the store Trust and recognition.

(3) Promotional nature: Take advantage of the opening of a new store to carry out appropriate promotional activities to maximize the attention of consumers, stimulate their desire to consume, and generate a good impression after the first contact.

(4) Image: Rapidly increase visibility through new store opening activities, inject purchasing desire into potential consumers, enhance the positioning of the new store in the minds of consumers, and lay the foundation for establishing a loyal customer base.

IV. Activity details

(1) Activity theme. Such as——

New store, new gift, new fashion

New store adds fashion, discounts are added to discounts, gifts within gifts

Fashionable new store, good gifts meet

New store opening, more fashionable

(2) Event time.

Activity cycle: ten days from the opening date (the key is the first 5 days)

Choose Saturday or Sunday, preferably a holiday.

(3) Activity objects.

For example -

Men from all walks of life aged 25-40;

This event will also attract some female consumption through the selection of promotional gifts.

(4) Activity content. For example -

A series of shopping blessings:

A heavy blessing, a blessing when you enter the store:

When you enter the store, you will be given exquisite dragon souvenirs (or just show the DM leaflet) Give away gifts)

For example, gifts of around 1-3 yuan such as lighters, notepads, ball-point pens, keychains, poker cards, etc.

Double happiness, get free with purchase (if you buy more, The amount and gifts will be customized by each store):

☆Every purchase during the event will receive a pair of "pure cotton socks worth 28 yuan";

☆Every purchase during the event For every purchase of 258 yuan or more, you will get a free exquisite ballpoint pen worth 48 yuan;

☆Every time you purchase more than 368 yuan during the event, you will get a set of three exquisite notebooks worth 100 yuan;

　☆Any purchase of 488 yuan or more during the event will give you a genuine leather belt worth 138 yuan;

Triple happiness, get a VIP card, the first 50 customers who make a purchase will get a VIP card One, register and become a permanent member.

Theme description:...

Activity method:...

5. Terminal on-site atmosphere creation

(1) Creating an atmosphere Principles

1. Closely combine the theme to form a theme expression;

2. Highlight the sense of grandeur and visual effects;

3. The brand logo appears on all promotional materials. Highlighting the image and connotation of the product;

4. Use a unified brand visual image to reflect the standards of brand operation.

(2) Promotion planning

Surrounding neighborhoods...

Outside the store...

Inside the store...

6. Material preparation

7. Publicity and momentum building

(1) Publicity elements

1. Publicity time: two weeks before opening. 2. Publicity form: informing and publicizing. 3. Promotional content: Convey information such as brand image and opening activities.

(2) Publicity and Execution

1. Media arrangement: mainly DM (local morning newspapers, daily newspapers, evening newspapers and other types of newspapers can be appropriately considered). After opening, DM can be placed in In-store for customers to pick up.

2. Publicity channels A. Send personnel to different areas; B. Newspaper inserts; C. Mail.

3. Rolling subtitles or static text advertisements on local TV media;

4. Company leaflets, quarterly magazines, and corporate newspapers are sent on-site.

8. Activity execution arrangements

1. Opening promotion plan work schedule (omitted)

2. Award design and operation method (omitted)

9. Preliminary work preparation

1. All personnel shall be deeply familiar with the theme, format, etc. of this event;

2. During the event, shopping guides, promotion personnel, and execution personnel will be responsible for Everyone should arrive at work early to confirm that all preparations are in place;

3. Place theme posters before business every day and check whether other promotional materials, promotional gifts, etc. are available;

4. DM or other leaflets are placed in the store for customers to pick up;

5. Set up a special opening promotion area and business promotion desk, and have a dedicated person in charge;

6. Strict Register the ID card, phone number and other details of the prize recipient.

After the prize redemption is completed, the original card must be kept for the prize redemption, and then reconciled with the prizes in stock to prevent unauthorized taking of prizes;

7. A dedicated person is responsible for material preparation: banners, posters, newspapers, promotional gifts, Lottery box;

8. Collect theme posters and other images after the end of business every day;

9. Pay attention to sorting out and inputting the information of consumers holding VIP cards into the computer in a timely manner Prepare filing information.