Planning of large-scale activities

Large-scale event planning article 1 1. Event background:

"Double 1 1" shopping carnival has become one of the most influential consumer festivals in China and even the world. And every business and every consumer is the real protagonist of this stage. Xxxx, we will invite more brands and powerful businesses to participate and direct a carnival of quality shopping in your unique way!

In xxxx "Double 1 1", local businesses in Zhangye will also actively respond, vigorously develop local e-commerce, in order to realize the transformation from traditional industries to e-commerce, and strive to cultivate e-commerce into a new growth point of economic development in our city and even in our province, promote the export of special products, agricultural and sideline products and cultural tourism products in our city, and promote the development of industries with distinctive advantages in our city. Our city will also encourage individual industrial and commercial households and entrepreneurs to invest in the field of e-commerce, provide more jobs, and at the same time vigorously cultivate e-commerce talents to realize the re-employment of college students and unemployed people.

Zhangye Wanzhong Mall will also play an important role in xxxx's "Double 1 1". As the largest local e-commerce online shopping platform supported by Zhangye Municipal Government, Wanzhong Mall and Xiaojiucheng WiFi will fill the gap in Zhangye's local online shopping carnival and let Zhangye people truly experience the new fashion of online shopping at their doorstep.

Second, the purpose of the activity:

On the occasion of "Double 1 1", local merchants in Zhangye will take this opportunity to hold the "Double Eleven Zhangye Local Shopping Carnival" on June 1 1, featuring "super discounts", "real specials" and "free delivery".

Three. Activist:

Organizers: Zhangye Municipal Bureau of Commerce and Zhangye Municipal Bureau of Human Resources and Social Security.

Organizers: Zhangye Yanjing Electronic Commerce Co., Ltd. and Zhangye Ruijing Technology Co., Ltd..

Co-organizers: Ganzhou TV Station, Ganzhou Radio Station, Zhangye Circle, Baidu Zhangye Bar, Desert Outdoor, Horn Outdoor, etc.

Fourth, the activity time:

Opened on Xxxx 165438+ 10/01.

Verb (short for verb) Location:

Zhangye central square

Participating units of intransitive verbs:

At that time, there will be hundreds of businesses such as clothing, shoes and hats, gifts and bags, electrical appliances, digital mobile phones, local products, arts and crafts, cosmetics, furniture and building materials, and catering services.

Seven. Activities:

First, publicity

press conference

Internet publicity, newspapers, DM advertisements

Car stickers patrol street propaganda

Second, the market momentum

Create the first e-commerce entrepreneurship incubation base in Zhangye City, and offer free e-commerce entrepreneurship training courses; Set up free stations for all training courses merchants, and provide comprehensive and thoughtful follow-up services such as professional operation guidance and technical guidance.

Eight. Activity flow:

1, preparation process

Exhibition platforms: Zhangye Wanzhong Mall, Xiao Jiu Smart City WIFI, Micro xx.

Business registration time: xxxx year101October 27th 08:30:00-xxxx year11October 18:00:00.

Merchant review time: xxxx year1October 2nd18: 00-xxxx year1October 6th1kloc-0/8: 00: 00.

Activity start time: xxxx year 1 65438+1October1day 00: 00-xxxx year 1 1 day 23:59:59.

2. "Double 1 1" startup process

The host made an opening speech at 09: 30 1 65438+1October1.

Xxxx165438+1October 1 1 09:40 Bureau leaders and activists spoke.

The carnival launching ceremony was held in 165438+ 10/65438+1 0/0.

Xxxx165438+1October1day 10:40 carnival officially started.

Nine. Activities:

1, I'll send it when you come. Wanzhong Mall won a large cash prize of 654.38 million+. As long as the consumers who come to the scene scan the QR code of Wanzhong Mall, they will be given red envelopes filled with cash.

2. The discount is extremely low. On-site businesses have made a loss discount, only this day, too low to dare to think, too low to dare to think.

3. Call "Double 1 1" on your mobile phone. "Double 1 1" to work? Are you going on a business trip? Can't use the computer? It doesn't matter, there is Xiao Jiu APP. Enter "Shuang 1 1" into the mobile phone. You can also open a shop for free on your mobile phone, make free phone calls and chat for free. . . . Make money and socialize. The artifact was born, so download it quickly!

X. Activity preparation:

1, pre-publicity preparation

Internet soft articles and newspaper propaganda articles

The contents of the publicity page of the car sticker, red envelope coupons.

2. Preparation of exhibitors

After the registration, selection and evaluation, a business meeting will be held at any time.

Business meeting content: business preparation, discount finalization, mortgage broker negotiation.

Business meeting time: to be determined

3. Division of business booths

Divide the exhibition area according to the product classification of the merchants.

4. Staff preparation

5, hardware preparation

Activity venue, LED large screen, LED mobile phone screen

Audio equipment, salute, launching ceremony props

Printing of red envelopes and vouchers

Arched flag

XX booth, merchant booth

X. Safety preparation:

Zhangye municipal public security bureau he security company

Large-scale event planning 2 I. Purpose

1, give back to old customers; Stimulate dormant customers; Attract new customers to register and turn them into clinch a deal customers.

Step 2 promote sales

3. Enhance the attention of the website.

4. Explore the unique marketing model and promotion model of the website.

Second, the theme.

1, grateful to the old customers who never leave.

2. Christmas shopping spree

Three. Content and method of activities (according to the functions that can be realized by the existing website)

1, discount: all purchases over 20xx yuan will be 15% off, except special and second-hand goods.

2. Special offer: set up special offer activities for brand products, and basically implement a 15% discount.

3. Seconds kill: Set the goods due from March to June of 20xx as seconds kill goods, with a discount rate of 1.5 fold.

Four. Preparation and implementation of activities

On Monday 1 and 12.22, the theme pictures of the event will be put on the store after being approved; (The person in charge is Li. 12.22: determine brand manufacturers and products, and determine the promotion and implementation price (Peng Yan, Xianyu, Huang Renjiu).

3. 12.22: Determine the variety, quantity and price of spike (Peng Yan, Xianyu, Huang Renjiu, Tan Ping).

4. 12.22: Send messages (SMS, QQ, WeChat) to remind customers of this activity (Peng Yan, Yao Furong).

5. This activity is mainly aimed at the existing varieties and effective varieties in the warehouse.

6. 12.23: Summarize the detailed plan of the whole promotion activity and report it to Tan Jie for approval and implementation.

Verb (abbreviation of verb) objection handling

1. During the event, the special price and spike goods are sold out, and Peng Yan will immediately take them off the shelves for processing;

2. Peng Yan is the final approver of all order discounts during this period. If there is any discrepancy, Xian Yu of the supply department and Huang Renjiu of the sales department will provide assistance.

The same treatment

3. Warehousing and Logistics Department timely feeds back information, especially expired goods and out-of-stock goods; Delivery should be strictly implemented for 48 hours; visitor

The home experience is the most important. If there are any delivery errors, Tan Ping will communicate with Peng Yan and handle them on the same day.

4. If the order is less than 20xx yuan due to our reasons, it will be treated according to the discount standard of 20xx yuan.

The third chapter of large-scale event planning 20xx sales season has started. On the basis of increasing sales promotion, sales in various places increased substantially last year. Among them, roadshows contribute the most as large-scale promotion activities! Roadshows are outreach and a stage. The stage gathers popularity, and the performance is to increase sales, not to make a public performance. We must maximize the publicity effect of the company and products. Tent is the undertaking of stage propaganda, and the ultimate goal of the performance is to grasp sales, and both hands should be hard! The host and the person in charge are the key to the success of the event. The specific implementation plan is as follows:

Before the road show:

Step 1: Determine the location.

1, location:

The location of the road show must be in the big terminal, with strong sales staff and a large flow of people, and there is room for the stage and tent. The terminal is the undertaking of the roadshow, and the roadshow is the extension of the terminal. The two influence each other, and only by doing a good job of terminal undertaking can the greatest effect of roadshows be exerted.

2. Site contact:

The venue must be determined at least one week before the planned activities. Please pay attention to negotiate with the shopping mall and urban management for venue contact. When contacting the venue, we should determine the location of the stage and tent, the size of the stage, power supply, the scope of temporary promotion activities and so on. Find out if there are any information about other brands' activities on the day of the event, especially competing products.

Step 2: Performance Team

1, the team is determined to:

The effect of the performance team is the excitement of the whole roadshow. There are two ways to form a performance team. One is to hire an performing arts company. Second, the agent invited art students (hosts, dancers, musicians) to form a group. The third is the screenwriter and director. Promoters, business people, agents, their own programs, their own hosts!

2. Determination of expenses:

In the above three ways, the cost is decreasing. But please ask the performing arts company to consider the rationality of the charges. The current charging standard of performance companies in Jiangxi (for reference) is 1 100 yuan (4 hours/day /2 performances)-1600 yuan (4 hours/day /2 performances). Among them, it is necessary to consider whether the expenses include stage speaker equipment, including tax stamps. Number of performers (at least one sound engineer, one support, two dancers, one male singer and one female singer). These are generally included.

Step 3: Determine the theme

1, determination of the theme

The theme of roadshow should be consistent with the actual date and situation of the event, and it can be innovated in combination with local characteristics. The theme is different, and the gimmicks that attract consumers are different. Many roadshows will make consumers lose their aesthetic value. Don't think that roadshows have been done many times, and you are very experienced without paying attention. Such roadshows will only become less and less effective.

The determination of the theme needs to consider several factors. First, avoid excessive commercialization and try to be close to public welfare and entertainment. Second, it is easy to understand, innovative and distinctive. You can choose a theme in combination with an activity game or an activity form. Third, the color pages, posters and background cloth have the same theme!

Example: Combining opportunities: "Noah paid a lot of money to learn from King Wang during the summer vacation", "God-given opportunity", "All people welcome the Olympics, everyone learns English" and "Olympics, good luck". Combining activities: "Noah helps you pay the tuition" (the tuition is given by a lottery), "Noah's car has a" gift ".

2. Determination of activity form

A. purchasing and providing information

In order to stimulate customers' desire to buy that day, it is necessary to formulate strong buying and giving information. To decide which machine to buy and what gift to give? Gifts must be heavier, at least 6 or more. In order to show strength. At the same time, try to choose high-value gifts!

B, lottery information

As a necessary form of many roadshows, lottery is still attractive. But at present, this form has been adopted by major manufacturers, so our form and strength must be great. The bonus must be high, the winning rate must be announced, and the lottery form must be determined!

Step 4: Material preparation

1, guaranteed to people

Publicity materials are divided into publicity materials and activity materials. Publicity materials are used to create momentum and expand publicity. The principle is not to put two if you can put three. The louder the noise, the better. Active materials are used to capture customers and ensure their needs. Every piece of materials, big or small, must be delivered to people by special personnel according to the material preparation list, and the responsibility lies with people (see' roadshow material list'). The person who prepares the materials, the quantity of the materials and the time when the materials are in place must be completed at least two days before the performance.

2. Special color pages

Design special color pages for roadshows. On the one hand, it is a detailed introduction of the functions of the main models, on the other hand, it is the theme of the event, the information of buying gifts/lottery, and the time and place of roadshows. To determine the number of color pages, it must be printed one week before the performance to facilitate preheating, and the color pages must have the function of receiving gifts (pad, exercise books, fans) free of charge on site. On the premise that conditions permit, color pages can reflect certain entertainment information!

Roadshows generally use a single page of 1-20000.

Step 5: Prepare for division of labor.

1, Commander-in-Chief (with special emphasis):

One person must organize and lead the whole activity, coordinate and plan the whole activity, and supervise the combat operations of each team. He is the soul of the whole activity. Its job is to mobilize, arrive and assign sales tasks before the war, inform sales changes in time, organize and shout slogans, guide field personnel to sell, quickly solve emergencies, summarize after the war, and comment on activities and personal performance.

This person requires cohesion, can mobilize the atmosphere, can explain the machine, and understand the positions and responsibilities of each team member. It can be the provincial manager, regional manager or provincial trainer or salesman of Noah Week.

2. Pro-team building:

(1) One person creates jobs. Promoters should try to choose from trained and promoted personnel.

② Targeted training. Pro-promotion is divided into two categories: propagandists (distributing colorful pages, guiding customers and holding placards to shout slogans) and commentators (selected from Noah's old pro-promotion, focusing on machine operation and sales language), and then training plans are made according to the local conditions at the roadshow site. A commentator should also be an excellent propagandist, and training is what everyone should do.

3. Moderator:

The host is directly related to the influence of stage performance. The host should have extraordinary passion, affinity, rendering power, ability to control the field and adaptability, and understand the main selling points of Noah's Ark Company and its activities that day. The host should make it clear that the roadshow of the day is mainly about sales, understand the information of buying gifts, the program flow of activities, communicate with the performers of various programs in depth, and know what the small gifts prepared in the program are and how much they cost.

If the host is invited from outside, it must be strictly required to obey the arrangement of the company. Someone in the company should cooperate with the host to introduce the company and products, and the host is preferably an insider of the company.

4. Performers:

The choice of programs determines the appeal of popularity. You know, what we do is not propaganda and performance of fashion materials such as clothes and mobile phones, but educational electronics, not for fashionable young people, but for middle school students and parents. The choice of programs should be healthy and interesting, attract the attention of children and parents at the same time, and show them some festivals that are not easy to see, preferably children's performances, so that the description is more direct and clear. For example: children's drum performance, children's Latin dance/dance performance, children's electronic organ/erhu/guzheng, magic acrobatic performance, children's sketch cross talk, children's model product display, etc. There is no need for more than three or four programs per game, and more companies, product introductions and games are interspersed in the programs.

There is no need to find a special performance company for the performance of the program. The programs performed by performance companies are too popular and commercialized, and the cost is high. You can rent a stage and stereo from a wedding company, go to a dance training school, a children's palace, a musical instrument store and a university to find performers, and promise to help them publicize and provide sponsorship.

Step 6: preheat

On the day of the road show, the popularity is strong, and preheating is very important. Be sure to let more people know the time and place where Noah's Ark will hold large-scale performances, and distribute them to schools, communities, supermarkets and other places around the event site as far as possible 5-7 days in advance. Be extensive and thorough.

Regional managers and business people must lead the team and supervise the distribution. Publishers should carry out targeted training, distribute audio to target customer groups, and inform them of the venue and preferential content. Precautions for color page preheating:

"Fixed point": it means preheating in different places. Street shops in vegetable markets. Leisure square. Schools and supermarkets. Villages and towns, etc.

"Timing": go to a certain place to warm up at a certain time, so that time can be comprehensively utilized and the best effect can be achieved. For example, go to the vegetable market in the morning, go to street shops in the afternoon, and go to training centers and schools at noon. Go to the leisure square in the evening and wait with the monk Chao.

"Designated person": the business person or the person in charge of the sales promotion team is responsible for the preheating effect of his team. Cooperate with division of labor to warm up and plan as a whole!

Step 7: Mobilize before the war.

On the day before the activity, all relevant personnel (provincial managers, trainers, regional managers, salesmen and salespeople) who want to participate in the activity will be called together for a mobilization meeting. Refine the work that everyone should do to everyone, and everyone should understand their roles and tasks in the activities.

A: Introduce the basic situation. Including roadshow theme, gift information, event time and place, sales target. (The person in charge of the activity carefully calculates and determines the sales target and refines the target sales according to the people flow at the activity place, past sales situation, competitive product promotion, roadshow input cost, etc. )

B. Group and distribute sales to each group. 2-4 groups, there is competition and cooperation. Set up a team leader and announce the commission method. Make posters to announce sales and attract competition.

C. shout slogans. Boost morale. (Practice the slogan in advance)

During the road show:

arrive at the destination

1, number:

Count the number of all staff and temporary promoters 30 minutes before the specified working hours, and call to confirm the arrival time before they arrive;

2. Assemble, queue and sign in:

Teams with more than 6 people (including salespersons and businesses) are arranged in two opposite rows, and the team leader stands between the two teams. Arrive with the temporary promotion work list of the day, ask for it loudly and answer it loudly. At the same time, teammates know each other (the team leader is required to be familiar with the temporary promotion list in advance, and the temporary promotion name can be called at the scene, and "Hello" and "Who" are prohibited); Then everyone signs in after their respective lists.

Step 2: Division of labor

Take out the list of division of labor listed in advance the night before, and indicate everyone's specific work; Posts in temporary promotion offices. Determine the site station and emphasize the mutual cooperation within and between teams;

Step 3: Sales Distribution

1. Divide the total sales into points according to the point of sale (each tent and counter);

2. Announce the sales target of each point as a team, emphasizing that the sales volume is completed by the team, and it is forbidden to distribute the sales volume to individuals;

3. Confirm the sales volume and number of people in each team in the form of question and answer;

4. Announce the commission at the same time: the salary of unfinished sales; Salary for completing sales; Wages exceeding sales: (Be sure to make it clear and let everyone know);

Everyone stood up and promised to finish today's task.

Step 6 shout slogans

7. Arrange the activity venue, be familiar with the counter route of the shopping mall, and observe the favorable terrain and route such as the checkout counter, competing counter and elevator entrance.

Step 4: Program arrangement

1, program flow reference:

Note: In any link of the activity, we should repeatedly play the message of buying gifts/lottery to stimulate consumers, and always remind customers to experience in the free experience area in our red tent. Every time a machine is sold, the host can announce it on the stage, so as to render the buying atmosphere and stimulate the mood of the staff. If there is a lucky draw, it is necessary to broadcast the winning situation at all times, so that the winners can take the stage to receive the prize and deliver their acceptance speech.

Morning:

Before 8 o'clock

Site layout (stage setting-it is best to set it the night before; Audio debugging; Background installation)

From 08: 00 to 09: 30, Noah's Ark advertisement will be broadcast. Distribute leaflets, warm up activities, and March on the streets with placards.

09:30-09:50 The host introduced Noah's Ark Company, introduced the theme of the activity, and the activity began.

09: 50- 10: 15 program performance

10:15-10: 30 interactive games and product display (display products as long as they are popular)

10: 30- 10: 40 program performance

10: 40- 10: 55 interactive game

10: 55-11:15 product introduction, interactive games (watermelon eating contest, balloon riding contest, etc. )

11:15-11:25 program performance

11:25-11:30 moderator summary activities

Afternoon: The program time in the afternoon starts at three o'clock and ends at five o'clock. This process can be repeated in the morning activity arrangement.

Step 4: Key points of on-site monitoring

1, shout slogans

Shout the slogan once on the hour, and increase the frequency according to the on-site situation: for example, when morale is low, when people flow heavily, when the product counter is watched, when sales occur;

2, placard parade

When there are not many people at the event site (such as after the stage performance), hold placards and March around the event site to maximize the publicity effect. Pay attention to the correct cards, neat steps and loud slogans. Specially arrange one person to distribute colorful pages along the way.

Step 3 solve the problem

During the activity, everything is arranged by the commander-in-chief. No matter what problems are found, they should be reflected to the commander-in-chief in time and solved immediately.

After the roadshow:

Postwar summary (15-30 minutes):

After the activities in the morning, the commander-in-chief should make a brief summary of all the personnel in time. After the activities of the day, after all the materials are packed, the commander-in-chief should organize an exchange of ideas. First, let the person in charge of each group summarize the work of the group, then let everyone grade themselves with a hundred points system, and summarize their performance today for two minutes. Finally, the general manager summarizes the experience and points out the shortcomings, praises advanced models, and announces the salary on the day of promotion. The purpose is to sum up experience, strengthen deficiencies and enhance the sense of collective honor of pro-promotion.