Mid-autumn festival marketing plan

In order to ensure the smooth development of activities, it is often necessary to make an activity plan in advance. The activity plan is made for an activity, including the detailed rules and steps of specific actions. How should the activity plan be made? The following is a sample essay (5 selected articles) of marketing planning for Mid-Autumn Festival in 2020, which I compiled for you, for reference only. Let's have a look.

Mid-Autumn Festival Marketing Planning 1 The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in China and the second largest traditional festival in China after the Spring Festival. August 15th is in the middle of autumn, so it is called Mid-Autumn Festival. The ancient calendar in China called August in the middle of autumn "Mid-Autumn Festival", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". The Mid-Autumn Festival is coming. Combined with the actual situation of our hotel and the traditional national customs of our country, in order to better carry out hotel sales service and realize the double harvest of economic and social benefits, this scheme is specially formulated:

I. Target market analysis

The customers of this hotel are mainly middle and upper-class people and government officials, but many of them are private consumers, which requires the hotel to take into account the personal interests of those private consumers on the basis of improving the grade.

Second, the pricing strategy

1, meals can basically maintain the original price, but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (recommended) or directly reduce the price.

2. For high-priced meals, it is recommended to combine reduction with no reduction.

3. The Mid-Autumn Festival package (explained below) should not be too expensive, and the per capita consumption should be controlled at 30-50 yuan (excluding drinks).

4. The price of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and the lowest price can be reached around the Mid-Autumn Festival (but it should be determined according to the hotel's net profit).

Third, marketing strategy.

1. Make Mid-Autumn Festival special packages, which are divided into three categories according to the actual situation: affordable, medium and high. There are meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes. The price does not need to be too high.

2. Family members whose birthdays are 15 in August can enjoy a 50-60% discount when dining in the hotel with valid certificates (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the mobile phone and fixed telephone number are 8 15, you can enjoy a 50-60 discount when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.

As there is no accommodation service in this hotel for the time being, we can join hands with other large hotels which mainly focus on accommodation. Introducing customers to each other can increase the customer base and reduce some related expenses. For these customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package to them.

Send some small gifts related to Mid-Autumn Festival after dinner. The name, telephone number, address and website of the hotel should be printed on it.

6. The activity will be held from August 10 to August 20th of the lunar calendar.

Fourth, promotion strategy.

1. Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).

2. TV, street banners and newspaper advertisements are combined.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4. Making window frame advertisements or larger FLASH animation advertisements or banners; On the _ _ website; The processing of web animation and pictures must be consistent with the marketing content.

5. Flyer advertising is ok, but the quality of flyers must be high.

Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 1.5 million people.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.

Effect prediction of intransitive verbs

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.

Seven. Other suggestions

1, equipped with a computer in the service hall to keep some key customer information at any time.

2. Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) for future promotion services (this content can be refined later).

3. Make the hotel website as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel, mainly in warm colors. It's best to have big FLASH animation on the home page, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on. Enhance the hotel's popularity through online marketing (the biggest advantage is that it is popular and has low cost).

Mid-Autumn Festival Marketing Planning 21. Theme of the event:

Autumn festival combustion

From August 28th, all kinds of exquisite moon cakes, tobacco and alcohol, health care products and other gifts will be exhibited in the lobby on the first floor, with favorable prices and exquisite gifts to express your deep friendship!

Second, promotional activities.

Activity: Looking for the moon from the sea.

Activity time: from September 15 to 10/6 10. Customers who buy moon cakes or gifts at least 39.80 yuan at one time (except special moon cakes and gift combinations) will get the scratch prize.

The first prize is a 29-inch color TV, and the corresponding picture reads: Happy Mid-Autumn Festival birthday.

The second prize is a beautiful vcd, and the corresponding picture reads: The moon sends acacia.

The third prize is a small household appliance, corresponding to the picture: the Goddess Chang'e flying to the moon.

The general prize is a moon cake or the corresponding ordering picture: Times Department Store logo.

Two color TV sets 1500 yuan/TV.

6 sets of Vcd6 120 yuan/set.

Small household appliances 12 60 yuan/unit or so.

8000 moon cakes, 1 yuan/piece.

Make xx prize rolls.

Give mooncakes in the Mid-Autumn Festival, and try them first:

From September 15 to 10/6 10, customers who come to our store to shop all over 49 yuan will receive one moon cake and two from 89 yuan. How's it going? Try it yourself first. One ticket is limited to two.

(Note: The purchasing department will strive for certain resources to be distributed by the store as gifts. )

Family reunion:

The 65438+ Mid-Autumn Festival performance will be jointly held by "mooncake suppliers" on the evening of1October 5th or 6th. Before that, please pay close attention to all the information about moon cakes in Time Department Store, watch the wonderful ceremony at that time, and get a moon cake gift award worth 268 yuan by answering questions on the spot. What are you waiting for? Hurry up and act!

(Note: The Planning Department will contact the most famous performance company in Huizhou to perform, and work with suppliers to design some questions that are conducive to brand promotion and moon cake sales, so that customers can answer questions on the spot to deepen their impressions, stimulate their desire to buy, and make major publicity for moon cakes. The Purchasing Department will strive for moon cake suppliers to do several promotional performances of literary goods. Time Department Store will provide the following support:

1, giving priority to the stacking position of the first-level magnetic points of the commodity display.

2. Free pop support inside and outside the venue.

3. The live broadcast will be rolled all day.

4. Nomination for on-site inkjet advertising production.

5. The stage background design should indicate the brand name.

6. Advertising layout with special atmosphere in the venue.

At the same time, it is suggested that all moon cake suppliers do some gift group purchase promotion accordingly, such as: 15% discount on the purchase of moon cake gift boxes above xx yuan, and a box of Mid-Autumn Festival gifts worth 388 yuan above 5,000 yuan. And the purchasing department of Times Department Store will negotiate with alcohol and tobacco, jointly sell some gifts, expand the display space on dm to do activities, and increase the sales of Mid-Autumn moon cakes.

Good gifts for relatives, Mid-Autumn Festival gift exhibition:

September1May-June 16, the exquisite Mid-Autumn Festival ceremony and gourmet moon cake exhibition on the first floor of Times Department Store are ideal for you to buy gifts in the Mid-Autumn Festival.

(Note: The purchasing department will strive for suppliers, and the store will display Mid-Autumn moon cakes and gifts in advance to strengthen the festive atmosphere, and plans to make the atmosphere in the store more attractive. )

Mid-Autumn Festival Marketing Planning 3 I. Theme: "Autumn Marketing"

The theme of "Autumn Event Marketing" is to share the desire of fruit planting and creating a better future with American Express Bank, a public middle school of customers. The personal banking business of Bank of Communications takes customers as the center and realizes the business philosophy of "mutual benefit and win-win". On this basis, according to the bank's activities, we can extract the main characteristics of the "selling point" of the rich ladder activities.

Second, the positive time:

Three. Goal:

At the tipping point of Mid-Autumn National Day, customers and personal high schools are the main target groups. Cardholders will unswervingly consolidate and develop customers and promote the use of cash, which can increase the fee income rate of Huitong and other businesses. The main goal is to develop the shopping, tourism, catering, entertainment and related markets, expand the product range, and promote the all-round development of multi-frequency and multi-variety personal banking services for customers; At the same time, through the development of "autumn marketing" activities, we will establish a brand image, enhance the society's understanding and feelings about customer service (personal finance level 3, community service and VIP service self-help), improve efficiency, and enhance business performance through electronic distribution channels.

Fourth, the content

The main activities include the following:

(a) "Products sold in autumn are happily given away".

Encourage cardholders to spend by credit card and pay without paper, promote the rapid growth of business cards and self-service equipment, and maintain and strengthen the competitive advantage. gs extreme speed business will promote the sustained and rapid development of remittance business, and provide gifts and promotional activities in the following ways:

1, "autumn sales. Self-help send Li Hao. "

(1) During the activity, my savings card paid the customer's expenses twice in the province's self-service equipment. We can pay a deposit certificate and exchange it for a gift worth 200 yuan at a local business outlet. First come, first served, so far. These documents must be the same as the proof of deposit for payment. I am willing to take back the payment voucher in exchange for a gift.

(2) During the activity, the agreement signed by the customer for Bill's payment can get gifts worth 200 yuan. Family, sent, signed, first come, first served, until sent away.

Gifts for all purchasing activities.

2. "Autumn Sales Double Festival" brand.

During the activity

The application prospect of (1) annual fee waiver card.

(2) The card is a card with a specific standard, but the local documents for trading with the POS bank card at the place designated by the consumer and the gifts of relevant standards brought by CCB.

Credit card spending 1000 yuan (inclusive) or more, giving gifts with a value of 100 yuan;

Spending more than 5,000 yuan (inclusive) by credit card, giving away the value of 150 yuan gift;

If you spend more than 10000 yuan (inclusive), give it to 200 yuan;

Spend more than 20,000 yuan (inclusive) by credit card, and give it to 300 yuan;

Gifts should fully meet customers' psychological suggestions on holiday shopping and entertainment, and spending by credit card should be less than 5,000 yuan. Buy air tickets, visit parks and shop around for tickets. For example, McDonald's dining environment is elegant, fast food institutions are set up, and tickets are up to you.

According to the local actual situation, we should actively screen large shopping malls, high-end hotels, luxury hotels and other customers with large transaction volume and special consumption standards, and adopt a generous upgrade method to create a sensation.

Since this activity lasts for more than one month, it is necessary to arrange the rhythm reasonably, determine the number of gifts per class and the title of the day, and check the distribution of gifts; At the same time, everyone should actively do a good job in the consumption of different credit card customers.

3. "autumn sales. Express Huitong will present a big broadcast. "

During the election campaign, Express Huitong offered a 20% discount on remittance fee.

(2) "Autumn sales. "Product Delivery" is an activity exhibition of Yinyue network products and excellent services.

Provide a commercial website for the company's "Golden Autumn Sales". The product quality service school is another silver product exhibition activity.

Main contents:

1. Put up banners and hang them uniformly in the business premises, and distribute novels and folding posters of provincial branches (recently) for marketing activities, which have rich visual effects and attract customers' attention.

2. This website wears the affinity badge in a unified way to increase the service image of excellent employees, enthusiastic employees and competent employees.

3. During the election campaign, the website must specially promote desks and provide guidance members, strengthen the recommendation of dynamic reservoirs, guide customers to use self-service channels, provide different jobs related to paying ordinary business, and make due dates.

4. Actively carry out quality service work, improve the network speed and gs quality of counter service business, strengthen communication with customers, and enhance the image of network service.

5. Do a good job in customer service, provide preferential services in strict accordance with the relevant requirements of the green channel, and create a pleasant holiday service environment for customers.

Mid-Autumn Festival Marketing Planning 4 The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in China and the second largest traditional festival in China after the Spring Festival. August 15th is in the middle of autumn, so it is called Mid-Autumn Festival. The ancient calendar in China called August in the middle of autumn "Mid-Autumn Festival", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". The Mid-Autumn Festival is coming. In order to better develop the hotel sales service and realize the double harvest of economic and social benefits, this scheme is formulated in combination with the actual situation of our hotel and the traditional national customs of our country.

I. Target market analysis

1. Customer analysis: Hotel customers are mainly middle and upper class people and government officials, but many of them are private consumers, which requires hotels to take into account the personal interests of those private consumers on the basis of upgrading.

2. Self-analysis: This hotel is the only local five-star hotel with first-class service quality, advanced hardware and equipment, and convenient transportation, which can well meet people's needs for food, accommodation, transportation, travel, shopping and entertainment.

3. Competition analysis: Because of our hotel's geographical advantages, there are few competitors, and because of our unique products, other hotels are difficult to replace, so our hotel is very competitive.

Second, the pricing strategy

1, meals can basically maintain the original price, but considering the price of some meals related to the Mid-Autumn Festival, you can take the form of discount or direct price reduction.

2. For high-priced meals, it is recommended to combine reduction with no reduction.

3. The Mid-Autumn Festival package price should not be too high, and the per capita consumption should be controlled at 20-30 yuan (excluding drinks).

4. The price of other drinks and other services can be flexibly changed according to the actual situation of the hotel, and the lowest price can be reached around the Mid-Autumn Festival (but it should be determined according to the hotel's net profit).

Third, marketing strategy.

1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).

2. Family members whose birthdays are 15 in August can enjoy a 50-60% discount when dining in the hotel with valid certificates (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the mobile phone and fixed telephone number are 8 15, you can enjoy a 50-60 discount when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.

4. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).

The activity will be held in the banquet hall on the second floor of the hotel.

6. The activity will be held from August 10 to August 20th of the lunar calendar.

Fourth, promotion strategy.

1. Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).

2. TV, street banners and newspaper advertisements are combined.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4. You can also make window frame advertisements or larger flash animation advertisements or banner on related websites. The processing of web animation and pictures must be consistent with the marketing content.

5. Flyer advertising is ok, but the quality of flyers must be high.

Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel; Take some incentive policies for waiters and related staff to arouse their work enthusiasm; Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.

Cost budget of intransitive verbs

The budget of this activity is about 10000 yuan, including about 5,000 yuan for hall layout, about 3,000 yuan for advertising, and about 1000 yuan for buying small and medium-sized gifts.

Seven. Effect prediction

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.

Eight. Other suggestions

1, equipped with a computer in the service hall to keep some key customer information at any time.

2. With the consent of the customer, enter the customer's information into the database (the key is the customer's name and mobile phone number) to serve the future promotion.

3. Do a good job in the hotel website. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel, mainly in warm colors. It's best to have big flash animation on the home page, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on. Enhance the hotel's popularity through online marketing (the biggest advantage is that it is popular and has low cost).

Mid-Autumn Festival Marketing Scheme 5 Since it is the Mid-Autumn Festival, as a traditional festival in China, it is necessary to embody the festival characteristics in WeChat marketing, not just as a gimmick. The eyes of the masses are discerning, and it is easy for everyone to feel whether it can really make consumers feel the beautiful meaning of the festival. The author once saw such a sentence: "Advertising needs to give people a desire and make people look forward to it." The same is true for doing WeChat marketing. Only in this way will consumers have the desire to buy goods. Of course, this is just to provide you with a basic idea, so that everyone can consciously do a good job in Mid-Autumn Festival WeChat marketing planning.

Specifically, in the whole Mid-Autumn Festival WeChat activity planning, the planner needs to have a clear idea: What points should be paid attention to in background analysis? What are the aspects of market analysis? What is the marketing idea? What are the good strategies for product marketing? What are the creative marketing methods for Mid-Autumn Festival? What promotion strategies are there? What kind of effect does the Mid-Autumn WeChat activity need to achieve? These are all issues that need to be considered in detail when writing Mid-Autumn Festival marketing planning. However, these angles are all analyzed from the perspective of thinking. The following is how to deeply integrate the WeChat public platform for planning.

1

Creativity is the most basic standard for every planner. As a qualified WeChat marketing planner, we should be "half-hearted": confident, determined and persevering; Creativity and willingness. It's important to have your own unique ideas. If you really don't know how to do it, you can quantify yourself, for example, come up with 30 ideas a day, otherwise you won't eat, and you have to force yourself. Only in this way can you successfully write a good creative marketing plan for Mid-Autumn Festival and make young WeChat users who pursue fashion feel refreshed.

From what aspects to think? The author believes that we can do it from the characteristics embodied in the WeChat public platform and the implication of the Mid-Autumn Festival. For example, when consumers open the corporate WeChat public platform, they can float some Kongming lanterns, click on Kongming lanterns, and users can play riddles on the lantern game, guess how many riddles can get a delicate moon cake, and share the results to the WeChat circle of friends to get customized moon cakes.

Step 2 Prepare for work

How to do the preparatory work? Collect relevant information, industry information, competitor information, understand the market situation, understand the Mid-Autumn Festival background culture, and make corresponding data reports, so that the planning of this Mid-Autumn Festival WeChat activity is reasonable and well-founded, and the marketing plan is targeted.

As far as I know, many companies have started to plan the Mid-Autumn Festival WeChat marketing this year. Obviously, the market competition of the whole industry will be very fierce. Take the catering industry as an example. Since 20xx, catering outlets have expanded rapidly. If you want to break through the tight encirclement and start brand characteristics through WeChat marketing activities, you must know what preparations your opponents have made and how to deal with them. Several restaurants nearby are having Mid-Autumn Festival discounts. Not only is it meaningless for you to discount again, but you will also fall into vicious competition.

3. Promotion time

The promotion time of activities is usually ignored by many planners. This is actually a very important factor. Is there a difference between doing activities from 7 am to 9 am and doing activities from 7 pm to 9 pm? Perhaps many planners have never considered such a problem at all, but this is precisely the focus of WeChat Mid-Autumn Festival marketing. Imagine, what is the most frequent time period for consumers to use WeChat? From 7: 00 a.m. to 9: 00 a.m., office workers are usually not in the mood to read WeChat on their way to work, and students who are still on summer vacation probably haven't got up yet. 7: 00 pm to 9: 00 pm is just the time for everyone to rest, entertain and relax. If you play an interesting game for the upcoming Mid-Autumn Festival, many people will be happy to participate.

Step 4 interact

Why is WeChat marketing so hot? I believe that the first reason that everyone thinks of is that it is interactive. Xiaomi has been very successful in this respect. Xiaomi's WeChat public platform has 9 customer service staff, which is equivalent to a small team. However, many companies don't even have customer service staff. If they still can't interact well with WeChat users during the Mid-Autumn Festival, then the Mid-Autumn Festival WeChat marketing will be difficult to succeed. For example, in the lantern riddle game mentioned above, users feel that the steps can be simpler or more interesting. Can customer service staff collect these feedback information in time and reply to consumers?

5. Activity layout

The layout of events is the overall control of events. Whether to implement Mid-Autumn Festival marketing activities through the secondary development of WeChat or attract users through story design and rich graphic news release needs the planner to consider clearly. If it is developed for children, then the activity interface needs to be designed to be more lovely, so that all Mid-Autumn Festival pictures are cartoon, so that children will be interested in completing the company's carefully designed WeChat marketing activities.

6, event gifts

When planning Mid-Autumn WeChat activities, people usually think of moon cakes. Can you make a fuss about other aspects? For example, exquisite Chinese paintings, Pu 'er tea that elders like to drink, handicrafts with Mid-Autumn Festival stories and so on. Then it will be displayed on the WeChat platform and spread through the circle of friends with the powerful influence of WeChat. When friends, elders, wives and children receive these gifts, they get not only surprises, but also appreciation of works of art and enjoyment of creative gifts.

7, activity effect statistics

The specific statistical form, what effect is analyzed, what data is used to reflect the brand influence, and whether the marketing effect of WeChat is counted by days or hours, all need careful analysis and thinking. After the statistics are completed, summarize the lessons of success or failure as the basis for the next brand promotion, so that all WeChat marketing activities are continuous, rather than separating the marketing plans of Mid-Autumn Festival and National Day.