General paradigm of advertising copy writing

On-site promotion plan of commercial building

Purpose of the activity:

1. Welcome to the May 1st peak season, brand promotion

2. Increase sales volume to give customers confidence, and create conditions for pressing goods in May

3. Do a good job in customer relationship (I transferred to the market in April)

Activity theme: Welcome to May 1st, Rongsheng refrigerator has a big discount

Activity.

On the 2nd and 2th, we made publicity in Qinzhou market: putting up posters and packaging tricycles, and putting up posters in front of shopping malls on the 23rd.

check the inventory and on-site materials on the 3rd and 22nd

4. Refine the unified rhetoric of the activity: Kelon manufacturer "May 1st" made promotional activities in advance, sold them at special prices and presented exquisite gifts.

On-site operation:

1. An arch, two tents, two product gas molds, a "United Nations Gold Award for Energy Saving" roll-up and two poster boards.

2, 8 prototype outputs: 1 special price machine 163G, 2 measuring machines 18A, 138A, 2 new products 171D, 186SM, 1 computer performance 162AY, 29S (United Nations Energy Saving Gold Award), 1 image machine 226AY3

Activity expenses: tricycle packaging (5 vehicles).

activity summary:

1. During the period, 26 units were sold, accounting for 41.2% of the 63 units sold in the month. The main competitor sold 47 units in the month.

2. Full publicity was made for the peak season of May 1st. The sales volume of May 1st was 79 sets

3, and the customers took delivery of 97 sets that month, which was the highest in history. However, due to unknown estimates and other factors, the best-selling models (29S, 163G, etc.) began to be out of stock on May 3, which affected the sales volume on May 1. There is no agent in this area, which is radiated by Nanning agents. )

4. Make the refrigerator sales in Qinzhou market have a clearer theme: energy saving, and make it sound 29S. (windfall)

5. Win the trust of customers.

Maybe many colleagues didn't find what they wanted when they browsed here. Of course, what was written above was general and general. I think the main reasons for the success of this activity are as follows: 1. The time of the activity is appropriate, the weekend one week before May Day. 2, customer support, 163G on the basis of the purchase price plus dozens of yuan sales. In addition, support has been given in terms of venues and personnel. This is a communication work, which needs to be done well, but don't think that the customer's purpose is not to make money. I have guaranteed all the profits in other models. 3. Refinement of unified rhetoric. Many customers who bought during the activity planned to wait until May Day, but we advertised that this was Kelon's May Day promotion, with special prices and gifts. Highlight the status of manufacturers' activities in the activities. There is no reason why manufacturers do promotional activities for publicity. There is no reason to be more favorable than usual. God likes "promotional consumption". What we need to do at this moment is: professional attire+Mandarin+business card = factory manager. 4. Festive output of the prototype, standing signs, POP, special price labels, gifts, fish tanks, etc. make the prototype "beautiful and moving".

Case Sublimation

Have you seen Big Shot? Doing on-site promotion is just like Ge You planning the funeral. Don't think about the result at first. Do it as big as you can, and if resources permit, do it until you are afraid. After doing a few "big games", your confidence is greatly increased. When I first planned the scene, I was very nervous in those days, and I was worried that the activities would go wrong. In fact, before that, I participated in many live activities. On-site activities are actually very simple. What I want to say here is: if you do it, it will definitely have an effect. Because up to now, I haven't met the scene of the ice.

The whole planning process of on-site activities is as follows:

1. Background analysis of activities, that is, the purpose of activities. The general activities include: launching new products, dealing with unsalable products, increasing distribution to reduce inventory, brand promotion, increasing sales, follow-up of competitors' promotions, and routine promotion on major festivals. For manufacturers, in addition to the above purposes, there are two hidden purposes: to do a good job in customer relationship to win the main push, price management to increase the transparency of some models. Therefore, the purpose of each activity must be clear, but no matter what kind of purpose, the promotion of sales volume is the initial and ultimate purpose. Here we should pay attention to a problem. The purpose of sales pursued by manufacturers and merchants is the same, but there are contradictions in the design of prices, especially the goods distributed through agents. In distribution, the goods are purchased from the manufacturers' agents, and the manufacturers provide market management and support. When manufacturers provide manpower, material resources and financial resources for on-site activities, they must ask dealers to give support in price. This is a phenomenon, the activity effect is very good, but the dealer is in a bad mood because there is no profit guarantee. In practice, I have heard many customers talking to me about this problem. Therefore, the price design of the event should be false, and the number of special machines should be controlled within two. If possible, help customers allocate profits in other models. Defining the purpose is helpful for creative design of activities and application for support.

2. Creative design of the event. A successful activity should convey a message-why your activity is preferential and why it is cheaper to buy during the activity than usual. The focus of this step is on the unified rhetoric of refining activities. The publicity at many events may be very popular, but the theme of the event is not prominent because the work of unifying rhetoric has not been done. The effect can certainly be imagined. The creativity of the activity may be one sentence, such as: special price and gifts and prizes; Energy-saving refrigerator national tour competition, etc. On-site signature price of the factory manager, etc. Generally speaking, just to highlight the location of manufacturers' activities, consumers still believe in manufacturers' profit-making rhetoric. The creativity of activities can also be understood as the rhetoric design of activities, and different themes of activities are designed in different time periods and different regions. For example, it may be effective in a first-class city to sign a machine for sale by a high-level manufacturer, but it can't be suitable at any time. Generally speaking, there are certain preconditions for hyping this theme: 1. On major festivals. 2. The scale of the activity is large, and the momentum in the early stage is large, which is generally reflected in the production of leaflets. Some time ago, I met a color TV manufacturer who did an activity on a weekend with the theme of "signing a sales machine by the general manager of a certain color TV", and the activity was cold. Why? It's because time and momentum don't match the theme of this activity. Wouldn't it be nice to change it to a general event design, with manufacturers promoting sales, special offers and gifts?

3. Write the activity plan. There are two purposes of writing. One is to apply for resources from the company. The second is the support of communication activities with customers. It is enough for small routine promotions to be written according to the case, and for large ones, the division of labor and detailed cost budget should be added. This plan must be completed one week before the activity.

4. communicate with companies, customers and other relevant departments to apply for support and coordinate the division of labor. Apply to the company for gifts and activity expenses with your written plan, and communicate with customers about the operation details of the activity. Mainly the price design, site fee, on-site materials (audio equipment, poster board, etc.) and personnel support of the special machine. The result of this communication may be different from the design of your scheme. It is generally recommended to apply for the venue fee when writing the scheme. Except for the cost, you can make adjustments yourself.

5. Design and production of single page and poster. Highlight the theme, and after writing it, go to the advertising company to complete it with the designers. The major of the general advertising company will have a satisfactory design for you.

6. Relevant personnel shall be trained in unified rhetoric and division of labor. Give a simple explanation and training to the participants of the activity, mainly focusing on the creative rhetoric of your activity. This is also conducive to the unity of activities and clear messages. If it is a new product-themed activity, it is necessary to train product knowledge and sales skills. Many colleagues are troubled by the arrangement of temporary shopping guides. In my opinion, the role of temporary shopping guides is to create publicity, guide customers and bill. Creating publicity is to let temporary staff receive customers mainly to convey the theme of the event and highlight the position of manufacturers in the event. That's what we call unified rhetoric. Generally, please don't let the temporary shopping guide participate in the sales, unless her ability reassures you, otherwise she will bring you unnecessary trouble, such as introducing product functions and negotiating products.

7, publicity. Large-scale activity sheets can be distributed one week in advance. You can contact the local post office, distribute them with newspapers, or cooperate with newsstands. Posters can also be posted at the same time. It is best to post them at the entrance of the mall two days before the event. Too early may affect the sales before the event.

8. check the inventory, gifts and on-site materials. 2 days before the event. Special price and main sales models require guaranteed inventory.

9. On-site operation. On-site publicity, construction of materials such as arches, tents, sun umbrellas and Yi Labao, design and decoration of prototype product lines. At this time, the prototype needs to be carefully dressed to make it as beautiful as possible. The most important work here is the coordination of sales work. To highlight the position of manufacturers in activities, I have a formula here: professional dress+business card+Mandarin = factory manager. A key to the success of the event is to have a strong staff promotion. Therefore, the sales ability of business personnel is very important, but how many business managers and product managers in the home appliance industry still maintain this skill? May have rarely been to the front line!

1. Clean up the site, summarize the evaluation and settle various expenses. As soon as the activity is over, clean up the posters and special price labels. Settle all kinds of expenses. Finally, the summary and evaluation of the activities. Summarize the factors of success. These factors are not necessarily in your plan. It is entirely possible. Therefore, if you want to be a master in this field, it is necessary to summarize. For the evaluation of activities, the sales volume during the activity and the sales volume one week after the activity are generally taken as parameters. In addition to these, there may be other gains, such as brand regional promotion and good customer relationship.

from the above analysis, the planning of on-site activities is mainly reflected in: building momentum, unifying rhetoric, customer support, highlighting the location of manufacturers' activities, and strong personnel promotion. This is a simple but hard job, and the construction and cleaning of the event site is not easy. For the sake of the company and the salary, let's do the scene in a down-to-earth way. I hope my manuscript will be helpful to everyone. At the same time, due to the limitation of my industry and ability, there may be some operations that I have not mentioned, so please discuss them with my colleagues.