Promotion planning

Five Selected Promotional Planning Examples Promotional Planning Chapter 1

1. Purpose of the event:

1. Hold on tight With the sales peak coming this month, through a series of systematic promotions inside and outside the store, we will give customers a refreshing feeling, fully create a good shopping environment, and enhance our company's overall social image;

2. Through a series of Plan activities to attract customers, increase popularity, and directly improve sales performance.

2. Event time: December 2nd - December 27th, XX year

3. Event publicity plan:

1. Poster : According to the overall arrangement of the company.

2. Television: for a period of one month, from November 25th to December 25th, Hong Kong Channel and Jade Channel will be broadcast, and a 30-second advertisement will be broadcast at 7:30 every night, 60 times, fee ***Total: 14108 yuan

3. Publicity on billboards inside and outside the venue: General requirements: The announcement of the event must be in advance and accurate, with beautiful layout and prominent theme.

4. Store atmosphere layout: Overall requirements: The festival atmosphere is grand, thick and grand. (A separate plan is omitted here.)

IV. Activity organization plan:

(1) Activity arrangement by time period:

(For the purpose of The activities are continuous, connected, and easy to remember. Arrange the activities on a weekly basis to promote customers in turn, continue to stimulate consumers' shopping desire, deepen customers' impression of ***, and continuously implement consumption behaviors)

The first week: December 2nd to December 6th

□□The first surprise: Shopping points will give you rice, as much as you accumulate!

Market analysis: At present, point cards are an effective promotional measure for us to attract customers to implement long-term consumption behavior. However, with the entry of China Resources, the other party may introduce more favorable profit-sharing methods for us. We must Stabilizing points card customers will inevitably introduce more favorable policies than the other party and reduce the power of competitors.

Activity time: Starting at 7:30 every night from December 2nd to 6th

Activity content:

“Customers are the god of ***,* ** cannot do without the support of customers. "In order to thank customers who have long-term support and loyalty to ***, *** super value reward: During this period, after 7:30 pm on the same day, you can use your points card to make one-time purchases with full points. 10 points will give you 10 kilograms of rice, 15 points will give you 15 kilograms, 20 points will give you 20 kilograms, 30 points will give you 30 kilograms, 40 points will give you 40 kilograms, and the upper limit of 50 points will give you 50 kilograms. Such a discount, so exciting, Don’t act quickly! Bring your points card and computer receipts (receipts are valid after 7:30 on the same day, the amount is not accumulated) to collect at the mall exit. While supplies last. 20xx pounds of fresh rice

The second week: December 7th-13th

The second surprise: *** Points Card has an appointment with you again!

Analysis: Since the promotion of the first week of activities is quite strong, it will not only attract the consumption of customers with points cards, but also attract customers without point cards. So, how to satisfy these customers without point cards? ? The only way is to issue another issue of points cards, thereby once again expanding our points card customers and gaining market share.

Event time: December 7th - 11th

Event content: Carnival Christmas, *** Points Card has an appointment with you again! As long as you spend 100 yuan plus 2 yuan in shopping in our mall, you can get a points card. In addition to enjoying the previously agreed discounts, this points card can also enjoy more value-for-money discounts and unlimited returns during the Christmas period. With a card in hand, there are always surprises!

Note: Bring the computer receipt (the receipt is valid on the day, the amount is not accumulated) to the bulk shopping department of our mall.

The third week: December 14th - 18th

□□Milk Powder Culture Week

Event time: December 14th, **** December 18th

Activity content: Combining the characteristics of weather and diet, during this period, we will focus on promoting milk powder promotion, organize 3 manufacturers to conduct training and health promotion, such as Wyeth, Mead Johnson, Abbott, etc., and require everyone to Each manufacturer provides corresponding gifts for gifts and promotions, totaling 700 copies. During this period, 10 milk powder surprise specials are provided. Food

Week 4: December 21st - December 27th

□□The fourth surprise: Carnival Christmas, add one more for one dollar!

Activity time: December 23rd - 25th

Activity content: During this period, those who make a one-time purchase of 58 yuan or more in our mall on the same day can use the receipt to add Get a great value gift for one dollar. (Limited daily, first come first served)

For purchases over NT$58, add NT$1 to get a *** Christmas hat (limited to 300 for daily use)

For purchases over NT$118, Add 1 yuan to get a *** grapefruit (limited to 300 for self-care)

Add 1 yuan to get a bottle of 500ML light soy sauce when you spend 218 yuan or more (limited to 300 bottles of food)

□□ The fifth surprise, Santa Claus is here! Sweet gift distribution

Event time: December 24th and 25th

Activity content: Every day, Santa Claus and Mrs. Claus carry Christmas gift bags to give away candy to the children who come to our mall. Delivery. (Preparation: About 30 kilograms of sugar per day.) Food

(2) Saturday and Sunday activity arrangements:

Purpose: Based on the current sales situation and local consumption habits, The passenger flow on Saturdays and Sundays also has the potential to be tapped. Through the following activities, we aim to drive sales on Saturdays and Sundays and increase overall sales this month.

□□Carnival Christmas, ultra-low sales

Time: December 5, 6, 14, 15, 21, 22

< p>Content: The departments on 11, 12, 13 and 14 provide more than two kinds of ultra-low-price products every day, which are uniformly placed at the exit to form an ultra-low sale. Customers can present their computer receipts for purchases of 38 yuan or more per person on that day. Limit one purchase per ticket, while supplies last. Parts 11, 12, 13, 14

□□ Buy fresh grapefruit and get grapefruit

Event time: December 5, 6, 14, 15, 21, 22 9:30-11:30 in the morning and 3:30-5:30 in the afternoon

Activity content: Every day, 15 and 25 departments take turns to assign employees to be responsible for the organization. Anyone who purchases fresh food over 18 yuan can go to the mall exit Participate in the grapefruit voting competition, cast one vote, and the winner will get a grapefruit. (Limited to 200 pieces per day, total 1,200 pieces for self-care)

□□Christmas is coming, good luck!

Event time: December 5th, 6th, 14th, 15th, 21st, 22nd

Event content: Merry Christmas Launch: Shopping, playing dice, good luck Come naturally! Customers who spend more than 58 yuan in our mall will have the opportunity to participate in a "playing dice" game activity at the exit of our mall with their computer receipts.

Two times for purchases above 98 yuan and three times for purchases above 168 yuan , our award settings are:

The highest lucky prize: if you throw six six points, you will be awarded a gift worth more than 100 yuan; (1 copy/day, 6 copies in total, 600 yuan) home appliances< /p>

Award for "master" in playing dice: if you throw six one to six five, you will be awarded a gift worth more than 30 yuan; (5 copies/day, totaling 30 copies, 900 yuan) for daily use

"Lucky" prize for playing dice: if you roll any 5 or more identical points, you will get a gift worth 5 yuan; (50 copies/day, 300 copies in total, 1,500 yuan) food

"Participation" prize for playing dice: if you roll more than 3 identical points, you will be awarded a souvenir. Limited quantity per day, first come first served, while supplies last. (100 servings/day, 2 yuan/serving) Daily use

□□“Your health is our wish”***National Long Distance Running Games

Event time: December 21 Is it possible to contact the relevant government departments between 9:00 and 10:00 in the morning? It must be approved by relevant departments and pay attention to customer safety.

Activity content: In order to promote national fitness awareness, pay attention to people's health, and shorten the friendly relationship with the people in the community, Zengcheng citizens are mobilized to hold a long-distance running sports meeting. Anyone who purchases more than 50 yuan in our mall can sign up to participate. , the age of participants ranges from 10 to 50 years old, and young and middle-aged people are suitable. The quota is 100 people. After the event, each person will receive a souvenir. (Provided by a health care product manufacturer, the first place winner will receive a health care product worth RMB 500, the first runner-up will receive a health care product worth RMB 300, the third place will receive a health care product worth RMB 100, and the rest will all receive a health care product worth RMB 20. ) Food

□□"Carnival Christmas Week Happy Unlimited" series of activities

Activity time: December 21-27

Activity content: Shopping , entertainment, leisure, *** will have a happy Christmas with you. For this reason, we have specially prepared a large-scale entertainment program every night. Please pay attention to *** and focus on ***.

Time: 7:00 every night Location: *** shopping mall entrance stage

December 21st-23rd: Classic film broadcast: 13 units are responsible for rear projection. Self-care

December 24: "Christmas Carnival Week" masquerade: employees collectively signed up to participate. The program featured modern dance, pop songs, hip-hop, disco, and Santa Claus performances and games. There are free samples of candies (10 pounds of gummy candies), free beer drinks (30 bottles), and gifts will be given away on site. Customers can be invited to the dance party to liven up the atmosphere. Food

December 25: "Carnival Christmas Week" large-scale fashion show: organized by the shopping mall's "Charming Girls" fashion team. (Self-care)

December 26: Manufacturer’s large-scale cultural evening party: The manufacturer is responsible for inviting a singing and dancing performance group to hold a professional artistic evening party. Home appliances are 1,500 yuan, and the square invites professional performances

December 27: Children’s Games Competition: ages 5 to 15 years old, 6 groups of hula hoop competitions, 5 people in each group, 6 groups of rope skipping competitions, There are 5 people in each group, totaling 60 people. (Self-care)

5. Cost budget promotion planning part 2

1. Introduction to flash sale activities

Yehuang Electrical Appliances Store’s "March 8th" flash sale promotion A limited number of popular models of electric irons (W123F) and electric kettles (1215HS) are launched for promotion, and then flash sales are stipulated to start in time periods on March 8, and the original prices will be restored immediately after the time. So if there are a large number of potential customers waiting there to start snapping up purchases in a short period of time, in fact, a flash sale is a way for sellers to use low prices and time to stimulate buyers' desire to buy, so that buyers can rush to buy. a promotional method.

2. Promotional products and event details

To celebrate the new opening of Yehuang Electric Appliances Store, the following products are selected for ultra-low special price flash sales:

W123F Electrical Appliances Iron, flash sale for 55 yuan

1215HS electric kettle, flash sale for 1 yuan (the biggest highlight)

Limited time sale event rules:

(1) March 8 Rush sales will be carried out during the period, while stocks last and the time is up (the flash sale time is during the peak period of online crowds);

(2) The brands represented by Yehuang provide generous profit support and give back to customers at ultra-low prices; < /p>

(3) Those who rush to buy goods also enjoy all the product guarantee services provided by Yehuang;

(4) This event does not support cash on delivery service;

(5 ) The final right of interpretation belongs to Yehuang.

3. Marketing purpose

1. Core keywords: Sanyo electric kettle, electric kettle, Sanyo electric iron, electric iron, Sanyo electrical appliances, one-dollar flash sale activities, etc., making netizens search for these Keywords can be used to search for details of our flash sale activities.

2. By comprehensively using Baidu Encyclopedia, blog marketing, forum marketing, interactive marketing, and B2B platform publishing to comprehensively increase the exposure of the store and these two promotional products, promote transactions, and drive the popularity of the online store with hot sales , to promote transactions.

3. Using products with widely different prices to attract customers can effectively stimulate customers to make impulse purchases, thereby achieving the effect of increasing sales and IP. This flash sale event will be placed on blogs, forums, etc. that have a large target customer base and high traffic volume to promote it and stimulate customers to browse the flash sale page.

IV. Marketing Strategy

1. Highlight Yehuang’s strength and advantages. The newly opened online store has a great value promotion with thanksgiving feedback, authentic products guaranteed, and real prices

2. "Thanksgiving feedback, Yehuang will be more exciting with you" to improve Yehuang's credibility;

3. Use of integrated marketing. Electrical products are particularly suitable for integrated marketing;

4. Competition and reference brands "Tiger and Zojirushi".

5. Specific implementation

Note: 1. Blog: Register an account at major blogs with high weight. Such as: Baidu Space, Sina Blog, Sohu

Blog, NetEase Blog, Borui Blog, QQ Space, etc.; then promote the details of promotional activities on these blogs every day, and the blogs written should be reposted to other blogs. But when reprinting, the title needs to be changed, it can be a keyword, and it should be centered around the event keywords and online store;

2. Interaction: Baidu Zhizhi, Sina iAsk, SouSouWenQi, Yahoo Knowledge Hall, QnA Interaction Q&A, etc.

3. B2B: Register and submit online store information on Alibaba and Huicong.com.

4. Classified information: on Baixing.com, Ganji.com, 58.com, Jinti.com, Yideng.com, Koubei.com,

5. Forums: Tianya Forum, China Forum , Sohu Forum, Sina Forum, NetEase Forum, Huasheng Lun

6. Encyclopedia: The pass rate of making encyclopedias is relatively low, mainly making encyclopedias for Sanyo electric kettles and Sanyo electric irons.

7 , The execution time and intensity of each part depend on the specific effect. Promotional Planning Chapter 3

1. Planning activity background

As the largest minicar manufacturer in China, ********* Co., Ltd. currently has an annual production capacity of 180,000 vehicles. The expanding company is expected to have an annual production capacity of 336,000 vehicles by XX.

The company's products include four series, including commercial vehicles, minivans, mini double-row trucks, and mini single-row trucks, with a total of 210 models. In December XX, SAIC-GM-Wuling began producing the Chevrolet Spark mini car. This was also the first time that a Chevrolet brand car was produced in China.

SAIC-GM-Wuling*** has 400 dealerships and 400 after-sales service outlets densely distributed in 29 provinces, municipalities and autonomous regions across the country. In XX, SAIC-GM-Wuling sold 180,188 vehicles, an increase of 22.8% over last year. Through the popularity and reputation of SAIC-GM-Wuling Automobile Co., Ltd. in the country, automobile sales have increased significantly over the years, which is well-known in the target market. Nowadays, it is the ideal of SAIC-GM-Wuling Automobile Co., Ltd. to meet the needs of consumers at the right time with unique new models, so that people who know how to live can better experience life, and to provide the market with the best and the most favorable prices. and ambition. To build a mini car, you need word of mouth. Huzhou Lingtong Automobile Co., Ltd. seized the opportunity to conduct further publicity in three counties and two districts of Huzhou during the New Year's Day.

2. Purpose of planning activities

In view of the mini-car market and target consumers pursuing the characteristics of good reputation, strong power and good after-sales service, to meet the psychological needs of consumers.

Taking advantage of the relaxed and fashionable mentality that people yearn for, the new Chevrolet spark is launched with personality, fashion and splendor, allowing consumers to experience a relaxed mood after work.

Taking advantage of the Wuling Small Tornado’s “able to pull and load” conceptual operation, the company launched a new product – the single- and double-row “Little Tornado” vehicle, further improving the product’s extraordinary space concept.

Through activities, we will bring consumers closer to cars and improve the brand image of Huzhou Lingtong Automobile Co., Ltd.

3. Key points of planning activities

For customers: pursue the consumer needs of relaxation, fashion and taste, experience the true meaning of life, and highlight individual taste. (Chevrolet blue spark), pursuing consumer demand for high efficiency, strong power, and low risk. (Wuling Microcar)

Targeted at the company: Understand consumer psychology, clearly see market demand, build confidence, strive to achieve great results, and enhance brand image.

Targeting the industry: Do not underestimate the competition from other brands, recognize the brand positioning and functional value of the product, and do not fall behind.

4. Planning and activity plan

Activity plan: By holding small auto shows in various areas of Huzhou, we will attract target customers, promote purchasing behavior, and enhance the brand image.

Activity content: Create a relaxed event atmosphere, giving people a feeling of relaxed and free car buying, and creating differentiation from the same industry.

Specific operations:

1. Huzhou urban area

: leaflets first

Option 1. ① In Huzhou Lingtong Automobile Co., Ltd. At the entrance of the company (No. 1198 Lingyang Road), a large arch (large balloon if possible), ② colorful flags, ③ slogans and event discounts are placed at the entrance.

Option 2, Huzhou Qian Village, reason: Due to the land expropriation in the east of Huzhou, it belongs to the new rural area. Farmers have expropriation money in their hands, and buying a car to transport or carry passengers is a good way to make a living.

2. Changxing area: leaflets go first

Heading towards Jiapu, the Three Gorges Resettlement Area. Reason: Consumers in the Three Gorges Resettlement Area have no living security, no job, and no financial resources. Buying a car for transport or carrying passengers is one way. In addition, the country has a preferential policy for 3 years (saving some handling fees)

< p> 3. Anji area: leaflets first

Car exhibitions, arches, and banners are held in county squares, in front of county government offices, and in areas with high population density. ps: For example, in remote mountainous areas such as Xiaofeng and Hanggai, when promoting townships and villages, leaflets will go first. Because the journey is far, you can contact us by phone in advance. Promotional Planning Part 4

1. Purpose of the event

Relying on the holiday economy, through strong promotional activities, attract consumer attention, promote consumer purchases, and increase sales.

Taking "xx" as an opportunity, by planning a series of activities, we will further promote the image of Chow Tai Sang jewelry brand and increase the brand awareness and reputation of Chow Tai Sang.

Through diversified promotional activities, we can truly give back benefits to consumers, highlight the warm brand image, shorten the distance between enterprises and consumers, enhance brand loyalty, and maximize the number of people in the store. traffic, gather popularity, and expand the sales performance of specialty stores.

2. The theme of the series

The era of the heart · "I use diamonds as my alliance to shine true love forever"

3. Promotional theme

Chow Tai-sheng Heart Era·Love 20xx "I use diamonds as alliances to shine true love forever"

——Chow Taisheng wishes new and old customers across the country a happy holiday

4. Event time

< p> From xx, 28th, 20xx to xx, 5th, 20xx

5. Terminal layout

Carry out unified layout in specialty stores, shopping mall counters and side halls to allow consumers to Able to understand and be attracted to promotions very quickly. The terminal layout of this xx promotion will create a warm shopping environment, allowing consumers to maintain a happy mood and generate purchasing behavior.

(1) Specialty store

Place the "I use diamonds as my alliance, true love is eternal" p>

Arrange a movable curtain with the image of "I use diamonds as a symbol of eternal love" at the entrance of the store, and decorate balloons on both sides of the top of the door;

Place "I use diamonds as a symbol of friendship" on the counter True love lasts forever" table card.

(2) Shopping mall counters or side halls

Display the "I use diamonds as my alliance, true love is eternal" X display rack in front of the counter or in the corner of the side hall; Activity tags and balloons; a table sign with the words "I use diamonds as a symbol of true love forever" is placed on the counter.

6. Conventional materials

xxxx

7. Promotional content

(1) Online activities

1. Interaction on Weibo and WeChat

①Scan the QR code of "@zhou 台盛网买" and add zhou tai-sheng online shopping as a friend, and you will have the opportunity to get an exquisite travel skin care set sent by zhou tai-sheng jewelry (* **30 copies);

② Follow the official Sina Weibo of Chow Tai Sang Jewelry, participate in the Weibo interaction of "Chow Tai Sang Heart Era·Love 20xx 'I use diamonds as allies to shine true love is eternal'", and share your feelings and xx @Ten friends can get a 20 yuan coupon from Chow Tai Sang Jewelry Tmall official website (cannot be used cumulatively).

2. Diamond ring flash sale and super value purchase

The official Tmall website of Zhou Taisheng Jewelry will launch a diamond ring (limited to one piece) at 10:00 am every day during the event for flash sale activity, with low price to 3.2% off.

(2) Terminal Promotional Activities

1. Love diamonds are not expensive

During the xx event, diamond products will be discounted at 25% off, and can be redeemed with Shopping receipts are used to participate in the lottery. There are 10 first prizes in the country, who can enjoy a free order discount for this order, and cash back on the spot; 100 second prizes, who can enjoy an additional 20% discount for this order, and cash back on the spot; 200 third prizes, this order You can enjoy an additional 10% discount and receive cash back on the spot.

2. Love is stronger than gold

During the xx event, plain gold products (gold, platinum, k gold) are discounted at 18 yuan per gram.

3. Love certificate and dedication of love

Anyone who purchases any product at Chow Tai Sang during the event can participate in the event. Participants fill in the dedication of love certificate (each love certificate has a certificate number), thank the other person for their dedication to the relationship and family, write a true love vow, promise that their sincerity will never change, and can put their fingerprints on the certificate.

Customers who purchase products with a price of more than 1,000 yuan can also receive two movie tickets presented by Chow Tai Sang Jewelry.

Note: Jade and other products are discounted at usual discounts. Promotional Planning Chapter 5

1. Time: Father’s Day

2. Location: Western Restaurant on the First Floor of the Hotel

3. Activity Goals and Purpose: < /p>

Due to father’s love, people’s speech has always been moderate and peaceful. The greatness of maternal love makes us ignore the existence and significance of father's love, but for many people, father's love has always affected them in a unique and quiet way. This is where the strangeness of father's love lies. It is shy to express and neglectful of publicity, but it is majestic and solemn. That's why some wise people say that father's love is like a mountain. On the occasion of Father's Day, Regal Kangbo Hotel has specially organized a special event. This activity will leave customers with many beautiful and warm memories and deepen their understanding of Regal Kangbo Hotel.

4. Marketing target: families and men during Father’s Day.

5. Theme: "Father's love is like a mountain, and fathers also need care"

6. Promotional activities

1. On Father's Day, men who consume Western food You will receive a cup of nourishing stew (Liao Ginseng in clear soup) and a fitness center experience coupon.

2. Men over 70 years old enjoy a 50% discount on the buffet.

3. Four people dine for free.

7. Budget and advertising planning: TV and radio promotion and rolling broadcast, estimated to be RMB 500

8. Estimated income:

Lunch: RMB 88/person*60/person=￥5280

Dinner: ￥98/person*60/person=￥5880

Total: ￥11160