Gas station opening event marketing planning plan

Gas station opening event marketing planning plan

Gas station opening event marketing planning plan, before the event is held, the planning plan must be prepared. If not prepared well, it will be lost when the time comes. Will be in a hurry. So how to write a marketing plan for the gas station opening event? Below are two planning plans that I have carefully prepared. Let’s take a look at them together. I hope they will be helpful to everyone. Gas station opening event marketing planning plan 1

1. Problems that are easy to occur in promotional activities.

Refined oil sales companies often launch various promotional projects. Among these promotions, how many are carried out according to controllable procedures, and how many meet expectations? Has the promotional behavior evolved into "customer thank you", and which links determine the effectiveness of promotional activities?

Reflection Problems that existed in the development of retail promotion activities in the past: there was no very clear goal; there was no accurate data analysis before and after the promotion activity (for example: changes in daily sales, changes in single transaction volume, changes in the number of gun pick-ups, etc.); publicity work was not in place. As well as many problems existing in the process of distributing promotional items to employees, etc., the final result is that promotion has evolved into customer appreciation, and in serious cases, customer disputes may even occur!

In the process of carrying out previous promotional activities , the following problems are common:

1. The initiation of promotional activities is often passive.

Because the gas station manager himself is not clear about the concept, meaning, and goals of promotion, he does not have a positive attitude, which affects himself and the entire team. It often manifests itself in the following aspects: “If your superiors say to do it, just do it.” “Competitors have started delivering gas and water, so let’s do it too.” “Customers keep asking for some gloves, so let’s apply for some promotional items. ." "Maybe, you have to accept the company's assessment."

2. The promotion plan is "taken for granted."

"Taking it for granted" mainly manifests itself in four aspects: taking it for granted when choosing promotional products; taking it for granted when it comes to gift conditions; taking it for granted when it comes to launching activities; and taking it for granted about the purpose of promotion, which is to increase the target volume. It is because of these "taken for granted" that there is no motivation for promotion, there is no evaluation, the actions are not unified, and the expected results are not achieved.

3. Insufficient employee participation.

For promotion to be effective, publicity must be done first. However, gas stations often ignore this important link. This is reflected in the following: the promotional posters are listless; the distributed leaflets are not sent in time; there are no entrances and exits. Brand, how do you attract customers to the station? The employees did not tell customers before refueling that they would get gifts if they refueled enough. The reason is still insufficient understanding of the plan, coupled with the lack of periodic effectiveness analysis and team comparison, the employees have even less sense of accomplishment and enthusiasm.

4. Improper management of promotional items, or even interruption during the event

How many promotional items are distributed in a day? Is there a registration for the distribution of promotional items to each team every day? Is there a handover? Which promotional item will be distributed the fastest? How much is left in stock now? Can these promotional items be guaranteed to be used until the end of the event? You know, the seriousness of cutting off the gifts is equivalent to cutting out the oil. It may cause complaints from customers and turn a good thing into a bad thing!

5. The promotion is over = the time is up and the promotional products have been distributed.

The activity has no beginning and no end, and does not achieve the expected results. Has the goal been achieved? What is the relationship between cost and profit? Are customers generally satisfied with this promotion or have other opinions? Which potential customers have been added? Information? Has the service and sales enthusiasm of employees been improved?

In a market environment where market demand continues to grow and the competitive environment becomes increasingly fierce, whoever learns how to promote sales will take the initiative in the market! In this In this fierce environment, promotion becomes a means, a favorable measure to enhance the influence and radiation of the gas station, a favorable condition for developing potential market customers, and also a good opportunity to weaken the strength of competitors.

Therefore, we should adopt a learning attitude, absorb the advanced practices of the same industry, apply them in practice, accumulate experience, be down-to-earth, and use a positive attitude to learn how to do a good job in promotion, because it is an important part of the retail industry. An indispensable skill!

2. The four basic components of gas station retail promotions.

Gas station retail promotion consists of 4 basic parts: advertising, sales promotion, participation in promotion, and effectiveness evaluation. Overall, these four parts make up the promotional mix in the retail industry.

1. Advertising

The main role of advertising is to let potential consumers know about the products, price information, discounts and other information provided by the retailer. The goal is to build consumers' awareness of the products. Create a preference. At present, the commonly used advertising and promotion methods at gas stations mainly include media publicity, setting up entrance billboards, printing leaflets, setting up promotional posters, and oral publicity by employees.

Media publicity mainly promotes promotional activities through newspapers, magazines, radio, television, movies and other media. Retailers are required to convey advertising information to target consumers most effectively within a certain cost range. Who should carry out advertising activities? Who is the target audience of advertising communication? How to plan advertising content more accurately and other issues that retailers must consider when choosing media for promotion.

Setting up billboards at the entrance and exit of the station is a relatively common advertising method currently used by gas stations. Low cost and quick results are the advantages of this type of advertising. The design and application of billboards are also worthy of our study.

The target of displaying the content of the billboard is the driver. The time it takes for the driver to drive from the observation distance to leaving is only a few seconds. Therefore, the content to be displayed on the billboard should not be too much, and it will be useless if it is too much. , because drivers don’t have time to finish reading it, and very few drivers are willing to get out of the car to finish reading the promotional content you designed. Generally speaking, in a dynamic environment and reaching a certain speed, promotional content with neat handwriting and neat arrangement is more likely to leave an impression on people.

The use of publicity boards at the entrance and exit of stations also requires gas station managers to use their brains. Because many gas stations are often restricted by highway bureaus and urban management, they often cannot be set up in the best locations or are prohibited from displaying them. What should we do? At this time, it is necessary to "fight guerrilla" with the urban management. As shown in the picture, the smart station manager chose to arrange for employees to stand at the station entrance holding billboards during peak traffic hours to promote promotional content to passing vehicles to attract customers to the station.

The redesign of the leaflet is very different from the billboard at the entrance and exit. The advertising content printed on the leaflet can be far more than that of the billboard. Because of the different reading environments of customers, coupled with the matching of exquisite pictures during design, customers can often be attracted to fully read the promotional content and understand the advertising information, so that our promotional purpose is achieved.

2. Sales promotion

Sales promotion refers to the retailer's use of advertising and marketing power to conduct communication activities with consumers within a pre-determined limited period of time in order to stimulate potential consumer demand. . The most common sales promotions at gas stations are price promotions, gift promotions, gas card discount promotions, lottery draws, etc.

Price promotion activities must first fully consider system factors such as the location of gas stations within the network, oil product number, competition status, and price sensitivity (generally speaking, high-grade gasoline lacks price elasticity, It should be sold according to the upper limit price; on national highways and in rural areas, diesel prices are sensitive and competition is fierce, so oil prices must be competitive; in urban-rural fringe areas or areas where taxis and private cars are concentrated, gasoline prices are sensitive), based on the history of past price promotions at each station Data provides specific price decision-making suggestions for a single site. Establish a price data analysis model for each tier, and analyze and summarize the sales volume and gross profit changes of all price-reduced gas stations on a daily basis. If within the specified time range, if the gross profit increase after the price reduction is less than zero, the promotional activities should be stopped; otherwise, the price concessions should be maintained.

The key points in gift promotion are "what to give" and "how to give it". In the past, these two points were mostly based on the subjective assumptions of government agencies or gas station employees, ignoring the needs of customers, resulting in customers not liking the gifts. Promotional returns are low. Therefore, when choosing gifts, you must not only consider the "you-fei" interaction, but also comprehensively analyze customers' consumption habits and select targeted varieties from many promotional products. The successful online operation of the gas station management system provides us with the answer to the problem of "how to deliver". Through the analysis of the number of transactions in different transaction amount ranges in the management system, the target customers for gift promotions can be effectively determined, and then a reasonable distribution plan can be implemented. Gas Station Opening Event Marketing Planning Plan 2

1. Strengthen mobilization, conduct extensive publicity, unify thinking, and raise awareness

Grassroots management is a complex and meticulous work, and it is A long-term, systematic task that requires the active participation of every employee. In accordance with the overall deployment of the company's "I want safety" theme activities launched throughout the year this year, the gas station has vigorously carried out publicity and mobilization work through concentrated learning, mutual exchange of experiences, on-site drills, etc., in order to unify the thinking of all station employees to strengthen "Safety" work has been unified to the goal of creating the top ten managed gas stations at the provincial level, so that "employee education starts with ideas, and ideas start with basic management." Let every employee clearly understand that strengthening grassroots management work importance and necessity, persist in finding gaps and plugging loopholes in their respective positions, change service concepts, and correct service attitudes. In order to improve service quality and establish service image, a good atmosphere of public opinion has been created. As a result, the station's "three basics" and safety management work have achieved initial results.

2. With the webmaster as the leader, build a learning and service-oriented team

In order to give full play to the pioneering role of the webmaster and build a learning team, our website strives to be the " "Safety Guard" and "Job Model" are the goals, and it is proposed to adapt to the new situation and establish a new image. The "six do's and six don'ts" requirements were put forward to all employees of the station, namely: they should be politically sharp and not insensitive; they should produce high-quality services and not defective products; they should be diligent in their work and not lazy; they should be united among employees and not have internal strife. ;Be honest among colleagues and don’t break promises; be self-disciplined in observing rules and disciplines and don’t be indulgent. The webmaster who requires employees to do so must do it well. Use organizational learning, inspection and implementation to promote the improvement of employee quality. The safety learning system has been improved to lay the foundation for building a more energetic and enterprising workforce.

3. Relying on the Service Model Competition to improve the overall quality of employees

The gas station currently has eight staff, including ___ old employees and __ new employees. , facing difficulties in personnel management and other problems. In order to further stimulate the enthusiasm of all station employees to learn skills based on their own positions and promote the development of mass on-the-job training, the service pacesetter competition and evaluation activities are carried out throughout the station, which plays a role in strengthening the implementation of job responsibilities and improving the overall quality of employees.

4. Take hse management as the standard and pay close attention to production safety. Safety is paramount and everyone is responsible

The gas station takes the HSE management system as the standard and adheres to the safety responsibility system of who is in charge and who is responsible, so that every employee always remembers that safety responsibilities are more important than Mount Taishan, and ensures safety throughout the company. The "Finding Hidden Hazards and Plugging Loopholes" activities were carried out within the station, starting from small things and daily life, launching an offensive against "low standards, old problems, and bad habits" and resolutely putting an end to the "three violations" phenomenon. Key parts are contracted and responsibilities are assigned to each person, so that everyone is responsible for safe production.

5. Based on data management, consolidate daily management work

Data management is the basis of daily management work at the grassroots level. Gas station staff establish and improve various reports based on actual work. , ledger, the admission of original data requires the authenticity of the data source, and eliminates fraud. Equipment management is the focus of daily management work. Although there are not many refueling equipment in the station, they still pressurize themselves, strictly implement the equipment management responsibility system, equipment operation and maintenance procedures, patrol inspection system, etc., check, repair and maintain the equipment in a timely manner, and eliminate the phenomenon of running, leaking, dripping and leaking. , to ensure the safe operation of various equipment.