Model essay on outdoor publicity plan

What can be done to achieve good results in publicity? The following is a model essay on outdoor publicity activities. I hope you will like our article.

Outdoor publicity program model essay 1

1. Purpose of the event: Judging from the pre-sale, more than 60% of the clients in this case are from urban areas and new districts. It can be seen that there are a lot of Taihu Lake in the urban area and the new area? Xu Xiangyuan is a loyal customer, but at present, the publicity of this case in urban and new areas is still very limited, and the number of on-site customers in the sales office is insufficient at this stage. Therefore, the purpose of holding this on-site publicity activity is to improve the visibility of the project, let more potential customers in urban areas and new districts know about this case, and at the same time promote the progress of on-site appointment.

Second, the theme of the event:

This activity mainly highlights three selling points of the project:

A. Taihu Lake (landscape environment) B. Cost-effective C. Healthy residence

Three. Date and time of the event:

20xx March 19 (Saturday) 8: 00? 2 1:30

20xx March 20th (Sunday) at 8: 00? 2 1:30

Note: If it rains, this activity will be postponed until next weekend.

Four. Location:

Carrefour Square, Sports Center 1 (with an area of about 130m2)

2. Xuanmiaoguan Square in Guanqian Street (with an area of about 200 square meters)

Verb (abbreviation of verb) activity form:

The form of cultural performances attracts people's popularity, and the projects in this case are displayed, publicized and distributed to expand the market visibility of this case and promote the sales of this case. Interested customers can take a special car to see the house and go to the sales site for special reception.

Personnel arrangement of intransitive verbs:

Each booth has two planners, four salespeople and a security guard.

Seven, look at the RV layout:

According to the last outdoor publicity activity, it is suggested to rent a house-viewing bus for this activity. In the morning 10, leave Guanqian Street at 2 pm, pass Carrefour, and finally go straight to the sales point.

Above, the RV time and number of trips will be adjusted according to the situation on the day of the event.

Remarks: A special person will be arranged to follow and accompany the customer to see the RV. Considering the different number of customers at each point, contact the dispatcher by phone.

VIII. Preparations:

1. Determine the exhibition location (click Finish)

2. Determine the exhibition design (in progress)

3. Exhibition layout (completed before the event)

4. Preparation of activity materials (audio equipment, tables and chairs, sun umbrellas, drinking water, customer register, etc.). ) (completed in professional cooperation with the company)

5. Prepare publicity materials (posters, newspaper clippings, newspaper soft drafts, etc.). (Planning Department and Business Department are responsible)

6, live advertising recordings, music CDs, etc. (The business department is responsible)

7. Arrange on-site recording, photography and camera personnel (developer)

Nine, exhibition layout:

crossroads

Stage size: 7m * 12m (preliminary)

Background bracket size (screen painting): 3m * 8m.

Sun umbrellas: 5 (initial)

Negotiating tables and chairs: 5 groups

Reception (for distributing information and registering customers)

guanqian jie

Background bracket size (screen painting): 2.5m * 8m

Sun umbrellas: 6

Negotiating tables and chairs: six groups

Reception (for distributing information and registering customers)

X. Event information release and tracking report

Event information release: This event information was released in the full page of Business Daily published on March 7, 2007/KLOC-0.

The website publishes the information of this activity in the form of soft text.

Follow-up report: contact relevant media units to report the incident in soft text.

The website link reported the incident.

XI。 Activity arrangement for the day

guanqian jie

At 8: 00, the layout of the exhibition site was completed.

Music will be played at 8: 30 to attract the attention and consultation of pedestrians.

9: 00 cultural performance

13: 00 performance of cultural programs

crossroads

At 8: 00, the layout of the exhibition site was completed.

Play music at 8: 30 to attract the attention and consultation of pedestrians.

9: 00 cultural performance

13: 00 performance of cultural programs

Twelve. Cost budget (estimated the following costs)

1, booth space rental fee:

Carrefour: 5600 yuan (two days)

Guanqian Street: 15000 yuan (two days) (including tables and chairs, background frame and stereo)

2. Others: drinking water, etc. 1000 yuan.

3. Bus: (to be determined)

4. Exhibition venue layout fee (quotation needs to be confirmed by etiquette company)

5. Expenses for cultural activities (quotation needs to be confirmed by etiquette company)

Model essay on outdoor publicity project II

20xx65438+February, the new 4S store opened, and it has only been more than two months. There is no impression in Liuyang people's minds, and the popularity is not enough, and the sales volume can't go up. Dongfeng Nissan new sunshine and? Urban nomads? Hackers are the two main brands of Dongfeng Nissan series cars, with good market response and good reputation. The visibility and brand recognition of the whole Dongfeng Nissan series cars are very good. The advertising strategy of the head office has spread all over the country. Now the focus is on the sales of 4S shop in Liuyang West Railway Station. To solve local sales, especially new stores, I think one thing must be solved first: popularity, which will drive sales and word of mouth! Therefore, the following planning is carried out around this planning.

Planning core

1. boutique gift (5000- 15000 yuan), which is a big killer to attract car buyers;

2. The marketing strategy of low down payment and less daily supply is to buy a car. For example, hackers, taking the manual standard 2 drive of 6.5438+0.678 million yuan as an example, need 60,000 yuan for down payment and 6.5438+10,000 yuan for loan. The minimum down payment for purchasing a new sunshine mortgage 1/4 (minimum down payment 19950 yuan), etc. Every manufacturer should have a policy;

3. Free of vehicle purchase tax and license;

4.3.8 Today is Women's Day, and women can enjoy several discounts when buying a car with their ID cards.

5. Free testing, free maintenance below 200 yuan, 200-500 times discount, etc. ; 500- 1000X discount, VIP club membership card, etc.

6. Test drive, invite reporters and business owners to test drive, pave the way for news, cooperate with activities, and publicize after the advertisement break;

7. Community tour;

8. Brush SMS to inform users who spend more than 200 yuan in China Mobile and China Unicom by brushing SMS;

Planning goal

Recently: through a series of publicity, enhance the popularity of the 4S shop in West Station and expand its popularity.

Long-term: expand sales and occupy the first place in the field of automobile sales in Liuyang County. Of the 65,438+00 cars on the road, 65,438+0 are sold in our store.

merits and demerits

It can be said that this project has outstanding advantages and disadvantages.

Advantages:

(1) The brand awareness of Dongfeng Nissan series cars is very good, and the advertisements of manufacturers are put in place;

(2) The price of new sunshine is 8- 1.2 million yuan, and the price range basically covers the purchasing power of Liuyang county;

(3) Highlights of the event: March 8 is Women's Day, with women buying cars as the offensive focus and curve selling cars.

(4) When the new store opens, the discount is very attractive;

(5) The new store is located in the direction of Taiping Bridge in Liuyang West Railway Station. The surrounding communities, such as Xiyuange, New Century Garden, Sunshine Home and Ideal Home, are all mid-range communities with great purchasing potential. At the same time, it is close to Liuyang Tobacco Monopoly Bureau, Electric Power Bureau and West Bus Station.

Disadvantages:

No popularity, no bright spots, no popularity, no sales; The monthly marketing expenses of manufacturers are not high; The opening cost of new stores is high, and the income and expenditure are unbalanced;

Countermeasures: take popularity as the driving force, divide people by sales volume, and promote word-of-mouth publicity by service.

market analysis

Liuyang county is one of the four counties in Changsha, and its economic level is generally higher than the other three counties, so it has great purchasing potential. At the same time, Liuyang's economic advantage lies in the export of fireworks industry, so the main buyers are business owners and private owners, as well as government officials. As long as this promotion and relationship maintenance are done well, sales volume should not be a problem. Take the collective car purchase event of Dayao fireworks owners as an example; Most grass-roots government officials are born in the 1980s, and their consumption concepts are advanced, so the policy of zero down payment or low down payment for loans is still very attractive.

propaganda model

From the end of February to March 8, all funds and resources will be concentrated to hold community exhibitions, free car testing, and invite celebrities to test drive to assist in the publicity activities of Women's Day on March 8. In terms of advertising, bus mobile advertising and knife flag publicity are carried out in the main traffic areas of the county; Cooperate with China Mobile and China Unicom to brush SMS notification activities;

Basic mode: activity clearing+advertising cooperation+news assistance

1. Activity orientation: It is best to go to some towns and villages with great consumption potential for exhibition and free test, and try to test drive. Be specific.

2. Advertising cooperation:

1. Advertising purchase of main bus bodies in the county 1 month.

2. Buy the flag for 0/5 days in Main Street/KLOC and give it to the advertising company.

3. Brush SMS;

4. Print exquisite brochures and put them in stores at fixed points to let most businesses know. Distribute exquisite DM to advertise in the car;

5. Hang banners in government office buildings and business districts.

3. News assistance: Women's Day discount, test drive.

? Clear the way for activities, advertising cooperation, news-assisted publicity advantages.

(1) Advantages of news reporting: wide reading range (listening while watching), high credibility, easy to attract attention, easy to be remembered by the audience, and particularly effective for brand building. What's the other biggest advantage? Save money? .

Disadvantages of news reports: it is generally difficult to introduce the specific content of products in detail, including specifications and prices.

(2) Advantages of advertising: As long as it does not violate relevant laws and regulations, you can introduce your products in a comprehensive and detailed way.

Disadvantages of advertising: high cost, little love for the public, poor credibility and low attention.

(3) Activities:

Advantages of activities: Activities can concretize and live the contents of many news and advertisements, and many activities are news themselves, which can effectively cooperate with publicity.

Disadvantages of the activity: it is difficult to organize because of the large energy input.

Conclusion:

? News report+activity+advertisement? Mode, can be effectively combined to make up for their respective shortcomings, with the least investment to achieve the most effective publicity effect.

Propagandize ideas and concepts

There must be a hierarchy and a main direction, and you can't rush headlong into it.

The first stage: emergence period

Mainly to strengthen the awareness of the masses. Kick off with bus body advertisement+SMS+knife flag

The second stage promotion period

Planning points, planning community tour activities, free test drive activities, driving sales revenue.

The third stage: strengthening period

Give priority to preferential car purchase, brush short messages in a concentrated time period, vigorously promote preferential and fine gifts in the exhibition tour, print leaflets and distribute them in large quantities, mainly for people with cars;

The fourth stage: news assistance

News reports are linked to 3.8 Women's Day, and you do gymnastics yourself.

Implementation principle

In planning and implementation, we must grasp the principle of combining planning with flexibility. Be sure to surpass others in service. If there is a problem, report it immediately. You can change your original plan and catch every customer.

? Two ones? engineering

In the process of publicity, promotion and advertising promotion, we should also do a good job in the establishment of two one projects, namely:

(1) Establish and improve an excellent team, which can quickly respond to market turmoil, identify and feel.

(2) Please invite etiquette teams and military bands to the roving exhibition. Either don't do it, or create a sensation, set up a stall, and keep up with sales.

Outdoor publicity plan model essay 3

Terminal large-scale promotional activities will focus on the overall brand planning of merchants for one year, because the activities involve more manpower, material resources and financial resources. Therefore, when applying for and organizing large-scale promotion activities, our sales staff must be considerate. The scheme mainly includes: pre-event preparation, event site layout, event site control, promotion activity summary and other items.

I. Preparatory activities:

1, determine the theme of the activity: node promotion, off-season promotion, new product launch, etc.

2. Determine the activity time: try to choose weekends and holidays;

3. Determine the site: the right to use the site must be handled 15 days in advance;

4. Determine the promotion method:

First, knowledge promotion

Knowledge-based promotion refers to a kind of promotion activity that cultivates and stimulates the consumption desire of potential customers and expands consumption and market by spreading the production basis, efficacy management, structural knowledge and usage of products and providing consultation and diagnosis opinions through mass media (TV, newspapers, radio and magazines), advertising works, brochures, one-page pages and on-site expert consultation activities.

B, lottery promotion

① One-time lucky draw:

Customers participate in the lucky draw with shopping invoices or other vouchers. According to the pre-designed scheme, the winners get prizes (2) and draw lots for many times.

Customers can participate in the lucky draw many times with shopping invoices or other vouchers.

③ Answer-based lottery ④ Game-based lottery.

Planning skills: reduce the winning rate and increase the amount of individual prizes; Improve the winning rate and reduce the amount of individual prizes.

C. Discount promotion and price reduction promotion

D. Trade in the old for the new

E. Service promotion: register the information of old customers and make use of existing resources for free door-to-door cleaning (range hood).

F, vouchers

G, gift promotion: you can buy some attractive gifts such as eggs, rice, etc.

5, determine the way of publicity

Second, the activity site layout

1, exhibition mode

L-shaped display mode:

U-shaped arrangement:

Embedded placement:

The booth can be sunny in winter and sunny in summer, which will increase the comfort of consumers' shopping, strive for customers' stay time at the scene and win the transaction. Implantable advertising can be carried out according to the layout of the store, or it can be adjusted according to the activity site, and everything is mainly to improve on-site sales. Empty product boxes can be fully utilized and neatly stacked to form product stacks. Realize? Goods are sold in the mountains? .

2. Placement of gifts

3. Stage layout: stage background and stage size.

Third, the activity site control:

1, controlled by promotional gifts

It is mainly aimed at properly adjusting and controlling promotional gifts in the process of buying gifts at the event site to meet the needs of consumers, which is the best sales effect of the event.

2. Gift distribution control

In order to mobilize the atmosphere at the event site, a series of ways can be used to mobilize the atmosphere, such as: quiz with prizes, giving gifts when participating, etc. Among them, there are many gifts that need to be properly controlled according to the on-site sales situation.

3. Lottery control

Comprehensively control the time and mode of lottery activities to achieve the best results.

4. Collaboration of activists

Mainly to coordinate the personnel involved in the activities to do their respective duties, so as to achieve? All senior leaders, heads at all levels? All staff sales and service activities.

5. Emergency control

Mainly to coordinate the personnel involved in the activities to do their respective duties, so as to achieve? All senior leaders, heads at all levels? All staff sales and service activities.

Four. Summary of promotional activities

1. We will assess the total cost-to-sales ratio, the quantity of materials used, the activity cycle and customer satisfaction of the promotion activities without wasting a penny.

2. Clean up the activity site: dismantle the exhibition stand, repackage the prototype, recycle the tent arch, and clean up the site garbage.

3, activity effect evaluation:

4. Activity expense settlement: according to the expense settlement process, the settlement is made according to the activity expense details and invoices.