How to plan the activity plan of home appliance store

Generally speaking, holidays are important sales nodes in the home appliance industry, but ordinary discount promotions can no longer attract consumers' attention. So how do appliance stores do a good job in promotion? How to plan the activity plan of home appliance store? Home appliance stores can be mainly in the form of discount lottery, supplemented by gifts. It can not only attract consumers, but also expand customers. Let's take a detailed look at the mode of the activity plan of the appliance store and how to promote the appliance store. How to plan the activity plan of home appliance store? Activity planning model of home appliance store. Promotion time: 2020-2020.

Promotion theme Promotion theme: xx small household appliances welcome the Spring Festival gift.

Slogan: xx, X Soymilk Machine Take Home; Xx, x multifunctional stew to take home;

Xx, xx juicer to take home; Xx, xx electric kettle "pick up" and go home

Xx electric kettle, old customers don't buy it, but also give it politely.

It's the New Year, so bring a soymilk machine home to your distant parents.

(Bannersslogan is the slogan or promotion theme above)

Promotion purpose: 1. Use the Golden Week on New Year's Day (or other festivals) to increase the retail volume of our terminals and increase the distribution efforts;

2. Through the live demonstration of the terminal, enhance the popularity of the product and stimulate hesitant consumers' desire to buy;

3. Effectively attack competitors, in order to achieve our first battle of sales tasks next year;

4. Promote the sales of other products by promoting models;

5. Enhance the confidence of dealers in operating our products and boost the morale of shopping guides.

The object and scope of promotion 1. Promotion target: end consumers.

2. Business scope: xx and xx controllable terminals (referring to shops with shopping guides).

At the same time, there are big rewards activities, such as promotional models, 8.8% discount and gifts.

1, promotional money

Electric kettle: xxx, xxx, promotional price of xx yuan;

Induction cooker: xxx, promotional price xxx yuan;

Soymilk machine: xxxx, promotional price xxx yuan;

Stewed cup: xxx, promotional price of xxx yuan;

Juicer: xxxx, promotional price xxx yuan;

Other models enjoy 28% discount.

2. Gift form

Customers who buy xx products will be given a beautiful New Year calendar (worth xx yuan) in addition to random gifts, and customers of electric kettle will also be given X packages of detergent worth X yuan. Old customers of electric kettle will give away 1 package of detergent with a valid purchase certificate for free. (Except for the special price of the above gifts)

3. Live demonstration

Model: stewing pot xxx, soymilk machine xxxx, juicer xxxx, XXXX; (These four items must be demonstrated, and other items can be increased according to the sales situation. )

Demonstrating place: entrance of shopping mall or staircase or entrance of shopping mall.

Demonstration requirements: the stew pot requires stewing bones or chicken (it can be replaced by other ones during bird flu), corn, steamed bread, eggs, sweet potatoes and so on. Steaming in a steaming grid; Soymilk machine requires continuous beating of soybean milk (sweetened soybean milk) and let all customers who come to the demonstration stage taste it; The residue juice machine requires on-site demonstration of the juicing process and cleaning process, which is easy to clean. When xxxx demonstrates the milking process, the raw materials are bananas, pure milk, rock sugar, cucumbers, carrots and so on. After the demonstration, the presenter will taste it first to show that it is clean, and then give it to the customer. Everything presented to customers must be hygienic and clean (not only in the demonstration, but also in the background to prevent customers from complaining about nausea).

Speaker's requirements: The speaker must be loud, articulate, wear headphones as far as possible, move naturally, speak with affinity, be humorous, and attract customers to watch and consult. At the same time, the presenter should also highlight xxxxx's easy-to-clean technology, and prepare buckets on site, which will be clean as soon as dipped; Pay attention to the customer's questions and answer them while demonstrating.

Demo platform requirements: at least X demo platforms should be placed side by side.

On-site display layout requirements: one X stage, more than two posters and more than one banner, products and gifts are stacked separately, and the words "gifts" or "gift area" are marked on the gifts; Beautify the scene through some balloons, flowers, ribbons and bows made by the shopping guide, and stir up the atmosphere of on-site promotion.

Promote sales with 1

The business manager/regional manager urges the dealers to pick up the goods in advance (especially the promotional money should be fully stocked) and the outlets to pick up the goods.

Step 2 Prepare promotional materials

The marketing department will distribute demo tables, booths and gifts to dealers before X; The distributor will print black and white single-page promotional information, banners with promotional themes and slogans, small gifts and other materials before X. ..

3, division of labor and responsibility

Chief activity commander X.

Event Leader -X Department

Scheme preparation, distribution and verification-Marketing Department

Material Distribution-Customer Service Department

4. Shopping guide training

The shopping guide manager, business manager/regional manager of each dealer should do a good job in pre-meeting training on promotional activities and terminal presentation skills. In addition to introducing the selling points of our products to customers, this promotion will also guide customers to buy our main models from the following aspects:

Soymilk machine: it takes only ten minutes to make fresh and cooked soybean milk with xx automatic soymilk machine, and the cost is less than 30 cents; It is not unknown that the whole family drinks fresh soybean milk at 30 cents a day, but it is really cost-effective. More importantly, rest assured that soy milk is made by yourself, which is hygienic and fresh. Can't drink black-hearted soybean milk. If you want to drink delicious soybean milk, you'd better make it yourself. Choose your own beans and use your own water. Hygiene is absolutely guaranteed. Do it at any time, drink it at any time, there is nothing new to say. It can be compared to buying a cup of soybean milk outside for one yuan to explain to customers.

Juicer: I want to eat carrots and cucumbers at home, but it is different to squeeze them into juice in another way; Especially for children with relatives and friends at home, the feeling is even different.

Braised cup: the biggest advantages of waterproof steaming are: first, good sealing, which can keep the raw material gas of stew, especially tonic, from volatilizing; Second, the heat is balanced and uniform, which will not destroy the nutritional structure of the stew; Thirdly, the stewed food is not only crisp and original, but also clear in soup color, rich in umami flavor and unique in food flavor.

How to do a good job in the promotion of home appliance stores? Choosing a reasonable promotion time is not without rules. Usually, the annual promotion plan is selected under the following circumstances:

First: traditional festival promotion; Second: store celebration and opening promotion; Third: the promotion of special occasions.

These three situations, coupled with the choice of store location, are organically combined to form the annual promotion activities.

In the face of many festivals, how should we choose? First, traditional major festivals and festivals with public holidays are bound to be chosen, such as Spring Festival, Labor Day, Dragon Boat Festival and Mid-Autumn Festival. Second, choose festivals that conform to the times, such as Valentine's Day, Mother's Day and Christmas. Third: elections that have influence on specific groups, such as Teachers' Day and Children's Day.

These festivals can be selected according to different types and regions of stores and different promotion tasks, and others can be used as small preferential activities or combined marketing.

Secondly, when the store celebration and opening promotion must be promoted, the promotion should be the most grand in the whole year, because it is the best opportunity to publicize and attract customers, and it is the marketing activity most closely related to the store promotion.

In fact, a good promotion opportunity is only one aspect, and the most important thing is the preparation in advance and the operation during the activity. It can be said that it determines the fate of a promotion. Therefore, careful preparation in the early stage is particularly important.

The success of carefully preparing a promotion in the early stage mainly depends on the preparation before the event. Careful preparation before the event ensured the smooth and orderly progress of the event. What preparations should the store make before the event?

1. The application for promotion has been approved.

A complete promotion plan, including the location of the activity city, time period, product mix, activity mode, personnel's investment in promotional items and props, corresponding store support, input-output ratio, sales effect prediction, store profit analysis, operation rules, crisis plan, etc. Its purpose is to maximize the exchange of free or less paid resource support from the store. (The time is one month before the event)

2. The design, purchase or production of promotional products and gifts required for the activity is completed.

The publicity content corresponds to the data such as the time, method and place of the activity, and strives to be vivid and prominent, but the key points must not be lost. (Time is 20 days before the event)

3, establish the theme and plan

After determining the specific activity time, according to the market situation, determine the most suitable theme for your store activities, and plan the corresponding plan according to this theme. Generally, in addition to special periods such as opening and celebration, various festivals should also choose corresponding themes for seasonal promotion.

After selecting the theme, set the promotion scheme and promotion form (outdoor stage, catwalk, lecture or indoor promotion) according to the theme.

Step 4 prepare materials

After determining the plan, it is time to prepare the materials needed for the promotion activities. These materials are divided into several pieces:

(1) promotional materials: arches, tents, brand image display tables, simple promotion tables, posters, microphones, stereos, balloons, leaflets, etc. It should be carefully prepared and applied to the brand company in advance.

(2) Product promotional materials. If there is a lucky draw, prepare the prize materials. According to the activity form and income, it is enough to spend 10%-20% during general promotion activities.

(3) Make activity leaflets, and make some leaflets after the activity plan is formulated. Leaflets should not only emphasize the purchase of gifts, discounts, free and special prices. ; It's best to put pictures, which are intuitive and clear, and the store image pictures expand publicity. Making leaflets should be intuitive and concise, with prominent themes.

(4) During the activity, prepare blank posters for publicity.

(5) Prepare customer files and receipts.

5. Recruit and train sales promotion personnel

According to the activity plan, recruit salesmen with promotion experience and conduct pre-job training;

(1) Basic training: It covers the company profile, product profile, production technology, job responsibilities and assessment standards, and requires promoters to know the precautions and rules and regulations for promotion.

(2) Targeted training: targeted psychological guidance before promotion and how to answer common questions of consumers, and constantly enrich and refine more convincing rhetoric.

(3) Improve training: improve complaint handling, improve communication skills, and achieve consultative promotion. (The time is two days before the event)

Step 6 apply for a venue

If it is an outdoor promotion activity, you must apply for a venue in the local urban management, sanitation and other competent departments before the activity to ensure the smooth and orderly progress of the activity and avoid unnecessary troubles during the activity, which will affect the mood and state of the promoters.

7, sorting inventory stocking

Generally, the inventory will be sorted before the event, which is to prepare for the event; In fact, before the promotion activities, in addition to replenishing sufficient supply, we should also be prepared to clean up damaged goods and expired goods in time, and deal with them through free gifts, buying gifts, and ultra-low special purchases during the activities to attract popularity. Replenish the supply in time after sorting out the inventory.

8. Make an event theme banner.

Be sure to make a theme banner before the event and hang it in front of the store two days before the event. Start propaganda.

9. Notify members

Two days before the promotion, we began to sort out customers' needs, and began to call and send text messages to inform members that customers would come to the store to collect gifts and enjoy discounts to ensure the popularity and sales during the store activities. General member customers will have a higher recognition of the store and accept products more easily, thus giving the promoters enough confidence and courage at the beginning of the promotion activities.

10, distributing leaflets

Two days before the event, the store began to distribute leaflets, such as streets, enterprises and institutions, communities and so on. It is best to attach cash coupons or gift coupons to the leaflets, which can effectively control the tragedy of leaflets being thrown into the trash can and enhance the dissemination effect of leaflets. Have you ever found that there are leaflets all over the street, and as a result, only one destination will always be punished in the trash can or cleaned on the street?

1 1. Tidy up the counter and decorate the storefront atmosphere.

The day before the promotion, we mainly started to create a storefront atmosphere, decorated the storefront with balloons, colorful flags and eye-catching posters, rationally arranged counters, arranged counters for special offers, gifts and free gifts at the entrance, middle and innermost of the storefront, and posted small POP promotional cards with eye-catching personality at the storefront counters; Buy one get one free, recommended by the store manager, gold medal products, seasonal products, must buy in summer, original price * special price * and so on.

In the promotion activities, it is very important to create a storefront atmosphere and arrange the counters reasonably. The creation of storefront atmosphere will attract customers into the store visually, and the reasonable arrangement of counters can attract customers and increase sales.

12. Set the promotion target

Before the promotion, you must set the general goal and daily sales target, and subdivide it to everyone.

After careful preparation in the early stage, a good promotion will not only have popularity, but also have sales. However, some stores can't get out of this dilemma. With popularity, sales will not go up, and some simply have no popularity and no sales. So how can we achieve both popularity and high sales in the promotion activities? What should we pay attention to in practice?

Interactive and changeable promotion site As long as anyone who has operated the promotion activities knows, in actual operation, the promotion activities are changeable and all kinds of problems will come out, so it is particularly important to do a good job of interaction and cooperation in the promotion activities; To control the overall situation of promotional activities, we must do the following details, which are often overlooked by us:

1, the image is unified and professional.

In promotional activities, it is best to wear light makeup in dressing the, so as to show professionalism and give customers a sense of trust.

2. Clear division of labor and mutual cooperation.

A promotion activity must have good cooperation and a clear division of labor;

But each group is not an independent individual and needs close cooperation, because a good promotion is not alone, and a person with strong ability cannot reverse the performance of the whole group;

Promotion activities can best reflect a team's comprehensive ability of coordination, cooperation, adaptability and execution, so it is very important to have good teamwork and execution in promotion activities.

In the promotion activities, it is necessary to allocate orders, create an atmosphere, stand and sell according to the specific conditions of the members participating in the promotion, or divide each counter into groups according to the layout of the store, and the groups cooperate closely.

3. Work together from the inside and outside

In sales promotion activities, sales receptionists must be quick, polite and enthusiastic when receiving customers who enter the store, so as to leave a good first impression on customers and narrow their psychological distance at the first time. During the activity, we should create an atmosphere from outside, pay close attention to sales from inside, and make concerted efforts from inside to outside in Qi Xin.

4. Participate in games and give gifts

In order to attract tourists in promotional activities, we usually do lottery and give gifts during the activities. How to make good use of these models?

The average customer will only draw a lottery on the big turntable after entering the store. As soon as they enter the door, they will find that this lottery must be compulsory and has no sense of value. At this time, customers will feel disappointed and generally leave.

In the lucky draw, you can switch to an interesting game contest to distribute prizes, only the top ten will have prizes, and the rest will have discounts. You can decide to play multiple rounds of games according to the flow of people in the store. This will attract customers to enter the store when they are not spending, and at the same time, it will not cost a lot of money.

Like a brand shake game, you can play games with the TV screen in the store. It contains a variety of scenes and characters. You can set the appearance of the game yourself, or upload the brand logo and product advertising information, so that customers can feel that the brand is full of ritual at a glance.

The way customers participate in the game is also very simple. They only need to scan the QR code to enter the game, shake their mobile phones to push their game characters forward, and the relaxed and cheerful atmosphere can easily infect customers around them.

At the end of the game, the promoters must always prepare their products and experience them for customers at any time. Secondly, when customers are about to leave the store after the sales failure, they should also be given a small gift with brand logo. This is the failure of sales, and we have achieved the purpose of promotion. Customers will definitely remember this store. As long as there is demand, the first thing that comes to mind is this store.

5. Register customer information in detail.

Promotional activities are not only to improve performance, but also an important means to develop new customers and lay a solid foundation for the long-term development of the store, so it is very important to record customer files in promotional activities.

6, timely sorting counter, replenishment.

In the promotion, due to the large number of people, after a period of sales, the counters are generally chaotic and some products are sold out. At this point, the counter should be sorted in time according to the responsibility system and replenished to prevent the loss caused by the shortage of goods.

After the activity, there will be a new beginning. The end of the promotion activities not only brings achievements, but also has strong publicity influence and new customers. Only by connecting the activities well can we lay a solid foundation for the development of the store. After an activity, we mainly do the following work:

1, sorting inventory

There must be a lot of goods out of stock or out of stock after the promotion of home appliance stores. First of all, we should sort out the inventory in time, replenish the supply in time, ensure the normal sales and ensure the benign inventory.

2. Organize customer information

In the promotion activities, there will be a lot of new customer information, which will be sorted out in time according to the consumption situation after the activities, and customers with large sales quotas will be called within one week to inquire about the use of products and the urgent demand for consulting services to show their attention.

The end of a promotion is the beginning of a new service, and every promotion will be rewarded. When the effect is not ideal, find more methods and summarize more. Is there any problem in any link that leads to the loss of customers? Pay attention to every detail, and every promotion will get better and better in the future.