4s shop insurance activity planning scheme

Promotion planning scheme

Planning scheme of BYD 4S store anniversary promotion activities

I. Purpose of the activity:

1. Take the anniversary as an opportunity, and plan a series of activities to further publicize the overall image of the enterprise and improve its visibility and reputation;

2, through the anniversary, maximize the flow of people, enhance popularity, and expand the sales performance of specialty stores;

Second, the theme of the event:

The whole country celebrated BYD's' 63 Nine Gifts'.

Third, the activity time:

29 September 2009-7 June 2009 10

Fourth, the design of promotional activities:

1, a gift: free when you enter the store.

You don't need to shop, you are polite when you enter the store. During the activity, all customers can receive a beautiful gift for free when they register in the store. Promotion description: the number of gifts distributed during the event is limited to the top 30 in-store consumption (it is estimated that there will be 300 in 10). Merchants can choose by themselves. It is suggested that merchants can use moon cakes instead of gifts before the Mid-Autumn Festival.

2. Double gifts: special gifts for the anniversary celebration.

The shocking price is 70,000 yuan/vehicle for BYD G320 10/KLOC-0.5mt Zunya GS-i model, and 70,000 yuan/vehicle for BYD G3201KLOC-0/.5mt Xinya model (two special cars are now available, which do not involve other gifts and services), and the daily purchase is limited. This quantity is for reference only, and merchants can apply according to their own conditions.

3. Triple Gift: Mid-Autumn Festival Reunion Ceremony (except car)

For China people, moon cakes are an indispensable symbol of Mid-Autumn Festival reunion. Because the Mid-Autumn Festival can be used as a gift after the National Day, which is closer to the season and atmosphere. BYD merchants can negotiate with some supermarkets and shops to give mooncakes as gifts when buying a car, and then settle the bill after the event. It can also be decided by the merchants themselves. The grade of moon cakes should not be too low. Try to control the grade of moon cakes within the profit range, and send moon cakes according to the low-profit models in the store.

4. Four-fold gift: luxury gift for car purchase (except special car)

Set different gifts according to different price segments, and the higher the selling price, the greater the profit. For customers who buy high-end models, we will send luxury gift packages within the scope of ensuring profits. The gift package can be composed of beach chairs, shopping baskets, pumps, anti-theft locks, induction cookers (purchased by merchants themselves) and so on.

Other models are:

BYD G320111.5mt Digital Intelligent Xinya Model

77,900 yuan (special price of 70,000 yuan)

BYD G320111.5mt Digital Intelligent TAG Heuer

80,900

BYD g 320 10 1.5 metric ton Shu Ya GL-i

76,900

BYD G320 10 1.5MT Xinya Model

77,900 yuan (special price of 70,000 yuan)

BYD g 320 10 1.5 metric tons TAG Heuer GLX-i

80,900

Byd G320 10 1.5MT zunya GS-i

89,900

BYD G320111.8 CVT Digital Intelligent TAG Heuer.

96,900

BYD G320111.8 CVT Digital Smart Edition Qiya Model

109900

BYD G320 10 1.8CVT TAG Heuer

96,900

Byd G320 10 1.8CVT qiya GLX-iNAVI

109900

5. Five gifts: Mid-Autumn Festival red envelope gift (with vouchers)

During the activity, every morning 10 and afternoon 16, Mid-Autumn Festival red envelopes will be distributed on time, ranging from 50-200 yuan to 200-50 yuan red envelopes, on a first-come-first-served basis.

6. Six-fold gift: National Day cash gift (except special car)

During the activity, consumers who buy regular-priced models can participate in a cash grab with the purchase invoice or receipt. The cash receipt is valid on the same day, and the cash customer's document is marked with the words "winning the prize, this document is invalid" by the person in charge of receiving the prize.

Remarks:

It is suggested that this activity merchant can also use it when selling cars. One is that there is not much cash payment, and the other is that it is easy to establish credibility.

7. Seven gifts: depreciation 1000 yuan (except special car)

During the activity, all BYD car users can enjoy the discount of exchanging old cars for new cars in the store with their ID cards and invoices for old cars: the old cars can be discounted to a certain price to offset the cost of car purchase. Within the profit range, you can also give them some exquisite small gifts.

Remarks: Consumers provide used cars from regular channels, otherwise they will not enjoy the preferential activities of trade-in.

(1) During the activity, all car buyers can participate in a lucky draw;

(2) Details of the lucky draw:

Put the table tennis balls numbered 1 to 6 into an opaque box, and after drawing a number, put the balls with this number into the box and draw again, and draw six balls as a group, that is, complete the lottery at one time; Everyone can only smoke once; Customers are not allowed to look at the box during the lucky draw, otherwise it will be invalid and will not be exchanged;

(3), the lottery * * * set six reward levels, the specific settings are shown in the table below.

Award setting table

Award level, award-winning conditions, award places and bonuses

Grand prize 1 6 * * 1 places BYD g3201kloc-0/.5mt Zunya GS-I.

The first prize of 6 1, 6 2, 6 3, 6 4, 6 53/ day ***9 places will be refunded 75% of the car purchase price.

Five second prizes with the same number, five places per day *** 15 places, and 60% of the car purchase price will be refunded.

There are 30 places for the third prize with four identical figures 10 *** every day, and 40% of the car purchase price will be refunded.

The fourth prize is three open beach chairs with the same number.

Fifth prize, two same numbers, open shopping, one blue one.

8. Eight-fold gift: sunshine service gift (with after-sales preferential service card)

All new and old users of BYD can come to the store to enjoy free maintenance services such as cleaning and waxing during the "Double Festival" promotion. And you can get a BYD after-sales service card worth 50 yuan. During the activity, car buyers can enjoy: within one month of car purchase, the merchant will unconditionally refund 10% of the car purchase price. Merchants need to register the date, amount, model and validity period of car purchase.

It is suggested that businesses can also provide other services as needed. For example, any consumer who buys a car during the activity can replace the headlights for free and the brake line for life, which is not easy to be damaged during riding, so as to accumulate popularity and establish an image.

Verb (abbreviation of verb) Specific pre-publicity plan:

1. Color pages can be distributed 6 to 7 days before the event until the end of the event. First of all, determine the distributors and give them necessary training so that they can correctly understand the various problems of the activities. Including time, place, theme, preferential activities and how to distribute them in promotional gifts. In order to make its publicity coverage wide, the information transmission should be accurate and effective. Conditional can enter the community, and the community distributes publicity materials.

2. Posters: 7-8 days before the event, put up posters next to squares, streets and communities with large traffic. The contents of the poster include time, place, promotional gifts and activities that can attract consumers.

3. The announcement of TV media rolling subtitles should be publicized 6 to 7 days before the event until the end of the event. This kind of publicity is temporary and centralized, and it is necessary to make mobile phone subtitles in local mainstream TV stations and TV stations with high ratings to ensure the widest transmission of information.

Newspapers have a wide readership all over the world. The publicity should start about 7 days in advance, and it needs strong continuity, and it should be released at least three or four times every other day in a week. It can also transmit information well from this aspect, and its credibility is also very high, which is trusted by some consumers.

5. TV advertising: 6 to 7 days before the event to the end of the event, eligible businesses can be selected. It has the advantages of wide audience, great influence and influential communication channels, and the content of the activity is easy to explain.

6, SMS publicity: through the mobile company, SMS as a platform for publicity activities; Send information about National Day and Mid-Autumn Festival activities to old customers, maintain cars for old customers free of charge during the activities, and tap potential consumers.

7, combined with the local actual situation, you can also take other effective methods to promote. For example, open-air movies can be shown during the event, and waist and drum teams, gongs and drums teams, cartoon mannequins and car parades can be invited, as long as they can serve as a foil.

The Mid-Autumn Festival can set off the festive atmosphere and achieve the purpose of publicity.

Suggestions on wharf layout;

1, arches, colorful flags, carpets, hanging flags, balloons, Yi Labao, flower baskets and other traditional ways can be used. The momentum must be great, such as multi-arch, lined up and so on. In order to really create an atmosphere. At the same time, the gifts should be placed with momentum and piled up in a big pile, giving people the feeling that there are many gifts and they are very valuable. Such as waist drum team, open-air movies and so on. One of the purposes is to attract the attention of customers who come to visit and find the location accurately; It is also a supplement to the atmosphere of the scene.

(1) Adjacent blocks: publicity of the layout of adjacent streets and urban trunk roads. Hang flags, banners, etc. They are all designed and produced with the traditional festivals "Mid-Autumn Festival" and National Day as the themes to set off the festive atmosphere.

(2) Outside the store: Red lanterns are hung above the gate. Design and produce Mid-Autumn Festival and National Day theme window advertisements to increase the festive atmosphere;

(3) Flags printed with corporate logo are displayed outside the door, and a large arch is set outside the door. A large theme display board is set in front of the store to release the theme of the event or post posters, and the door is decorated with balloons and bouquets. Posters are provided by the planning department with design templates, and merchants organize to fill in and post them themselves when doing activities.

(4) Be careful about the storage environment. During the activity, the flow of people is relatively large, so we should make corresponding adjustments for this activity. It should be neat and spacious. In particular, the counter must be eye-catching, clean, generous and decent.

(5) In-store:

Set up a reception desk clearly marked with BYD logo at the door, and if possible, set up a hostess and a shopping guide.

Set up a guidance system and set up signs that clearly mark the corporate logo.

During the eleventh period, there was a large flow of people, and the relevant areas in the store should be set up with rest areas, equipped with service personnel and distributed with gifts and promotional materials. Set up a business publicity desk at the relevant position in the store to display relevant gifts and promotional materials and provide consulting services.

2. Specific details

(1) Put the printed form and pen on the layout of the gift distribution office, and register some personal information of the customer (name, work unit, home address, contact number (please fill it in after the customer receives the gift), which is conducive to a return visit.

(2) BYD's publicity materials, the single page of this activity and other related materials should be fully prepared.

(3) The staff requires to wear clothes, so as to avoid the inconvenience caused by not being able to find their own people when there is a large flow of people.

(4) It is suggested that the store should be equipped with speaker facilities, but the sound should not be too loud to avoid noise.

Seven. Publicity expense budget

1. TV advertising fee: 50,000 yuan.

2. Banner design and production cost: 500 yuan.

3. Printing fee for the flag poster: 1000 yuan.

4. Promotion of sheet-fed printing Fee: 500 yuan.

5. Promotion gift fee: 2,000 yuan.

6. Stage rent and construction cost: 3,000 yuan.

7. Newspaper publicity expenses: 1000 yuan.

8. BYD after-sales service card production cost: 300 yuan.

9. Shopping cash: 2,000 yuan.

10. Voucher printing fee: 200 yuan.

1 1. Other emergency expenses: 1000 yuan.

Eight, safety control

In the promotion activities, safety is the first, so we must pay attention to the safety of consumers and storefronts. Some activities are easy to cause disputes among consumers. For example, when giving out red envelopes, some people come early, and some people come late to cut in line. In this case, it is necessary to make arrangements in advance, and someone should maintain order and ensure that activities are carried out in an orderly manner.

Merchants all over the country can choose their own promotional activities according to local market conditions and their own capabilities. The key to effective promotion activities is to grasp the hearts and needs of customers. As long as the essence of the activity can be close to the customer's heart, even the most unpretentious promotion form can impress and attract customers.

Nine. Activity evaluation

The lessons of the past are the lessons of the future. At the end of the activity, the activity should be liquidated and evaluated, and all related matters such as sales volume, profit and expenses should be sorted out. And summarize the effect of this activity, whether the publicity is in place, whether the gift distribution is attractive, whether the shopping guide can complete the task well in the activity, whether the activity is effective and attractive, whether the price is advantageous, and which activities attract consumers' attention, so as to accumulate experience for the next large-scale promotion activities. Find out the shortcomings and problems in the implementation process.

X. comments

Address: No.0/299, Binhe West Road, Lanzhou.

Tel: 093 1-2502577

Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.