Make a hotel Dragon Boat Festival promotion plan (urgent!)

A complete promotional activity plan is divided into twelve parts:

1. Purpose of the activity: describe the current market situation and the purpose of the activity. What is the current situation of the market? What is the purpose of this event? Is it handling inventory? Is it to increase sales? Is it to attack competitors? Is it a new product launch? Or to enhance brand awareness and reputation? Only when the purpose is clear can the activities be targeted.

2. Activity target: Is the activity targeted at everyone in the target market or a specific group? What is the scope of activity control? Who are the main targets for promotions? Who are the secondary targets for promotions? Whether these choices are correct or not will directly affect the final effect of the promotion.

3. Activity theme: In this part, we mainly solve two problems:

1. Determine the activity theme

2. Packaging the activity theme

Price reduction? Price discount? Giveaway? lottery? Gift certificate? Service promotion? Demo promotion? Consumer credit? Or other promotional tools? What kind of promotional tools and what kind of promotional themes should be selected should take into account the objectives of the activity, competitive conditions and environment, as well as the budget and allocation of promotional expenses.

After determining the theme, you should "pull the tiger's skin as a banner" as artistically as possible, downplay the commercial purpose of the promotion, and make the event closer to consumers and more impressive to consumers. Aido VCD's "Operation Sunshine" a few years ago is a classic, packaging a simple price reduction promotion into a loving action to protect consumer rights.

This part is the core part of the promotional activity plan. We should strive to be innovative and make the activity shocking and exclusive.

4. Activity methods: This part mainly explains the specific methods of carrying out activities. There are two issues to consider:

1. Determine partners: get the government as your backing, or use the media’s “sheep’s head” to sell your own “dog meat”? Does the manufacturer act alone, or join forces with dealers? Or joint promotion with other manufacturers? Cooperating with the government or the media can help build momentum; joining forces with dealers or other manufacturers can integrate resources and reduce costs and risks.

2. Determine the degree of stimulation: To make a promotion successful, the activity must be stimulating and stimulate the target audience to participate. The higher the stimulus level, the greater the sales-boosting response. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize based on promotional practices, and determine the appropriate level of stimulation and corresponding expense investment in combination with the objective market environment.

5. Event time and location: Proper selection of time and location for promotional activities will result in twice the result with half the effort, whereas improper selection will result in a thankless effort. In terms of time, try to allow consumers to have free time to participate, and in terms of location, we should also make it convenient for consumers, and communicate well with urban management, industrial and commercial departments and other departments in advance. Not only is the timing and location of launching a promotional campaign important, but also how long it lasts to achieve the best results also requires in-depth analysis. If the duration is too short, repeat purchases cannot be achieved during this period, and many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high, the market will not be popular, and the value in the minds of customers will be reduced.

6. Advertising cooperation methods: A successful promotional activity requires all-round advertising cooperation. What kind of advertising creativity and expression techniques should you choose? What kind of media should you choose to promote? These all mean different audience reach rates and cost investments.

7. Preparation: Preparation is divided into three parts,

1. Personnel arrangement

2. Material preparation

3. Test Plan

In terms of personnel arrangement, "everyone has something to do and someone is responsible for everything", with no blank spots or intersections. Who is responsible for communicating with the government and the media? Who is responsible for copywriting? Who is responsible for on-site management? Who is responsible for gift distribution? Who is responsible for customer complaints? All aspects must be considered carefully, otherwise you will get into trouble and lose sight of the other.

In terms of material preparation, everything must be listed in detail, from vehicles to screws, and then counted according to the order to ensure that nothing is missed, otherwise it will inevitably lead to chaos on site.

It is particularly important that since the activity plan is determined on the basis of experience, it is necessary to conduct necessary experiments to judge whether the selection of promotional tools is correct, whether the level of stimulation is appropriate, and whether the existing channels are ideal. . Test methods can include asking consumers, filling out questionnaires, or piloting programs in specific areas.

8. Mid-term operations: Mid-term operations are mainly about activity discipline and on-site control.

Discipline is the guarantee of combat effectiveness and a prerequisite for the perfect execution of the plan. The plan makes detailed provisions on the discipline of all aspects of personnel participating in the activities.

On-site control is mainly about arranging all links clearly, so that it is busy but not chaotic, and orderly.

At the same time, during the implementation of the plan, the scope, intensity, amount and focus of the promotion should be adjusted in a timely manner to maintain control of the promotion plan.

9. Later continuation

Later continuation is mainly a matter of media publicity. What method and media will be used to carry out follow-up publicity for this event? Melatonin is a master at this, and even a less-than-successful promotion will be a hit in the media.

10. Cost budget: Without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. The reason why Aido VCD's "Operation Sunshine Plan B" failed was that there was no budget for expenses. It was only after the activity was launched that it was discovered that the company had no financial support for this plan. For a good promotion, a good idea alone is not enough.

11. Accident prevention: Some accidents may occur in every activity. For example, intervention by government departments, consumer complaints, or even sudden changes in weather that prevent outdoor promotions from continuing, etc. Necessary human, material and financial preparations must be made for all possible unexpected events.

12. Effect estimation: predict what kind of effect this event will achieve, so as to facilitate comparison with the actual situation after the event, and summarize the success from various aspects such as stimulation level, promotion timing, promotion media, etc. points and failures.

The above twelve parts are a framework for the promotional activity plan. In actual operation, you should boldly imagine, carefully verify, analyze, compare and optimize the combination to achieve the best benefits.

With a persuasive and operational activity plan, you can get the company to support your plan, and you can also ensure that the plan is perfectly executed, so that the promotional activities can make a huge difference. Effect.

May 1st Promotion Plan

1. Activity time: April 30-May 8

2. Activity purpose:

May is a golden week. There are several major festivals throughout the month, such as: May 1st International Labor Day, May 4th Youth Day, Mother's Day, June 1st Children's Day, etc. In order to better promote sales, increase unit price, and produce more influential social effects, further enhance Huijia's corporate image.

3. Activity theme: Celebrate May Day, enjoy convenience and benefits, and win exciting prizes

4. Activity slogan: Go shopping on May Day and win big prizes; the lowest price, The good things keep coming.

5. Advertising: DM from April 30th to May 4th, outdoor advertising inkjet printing to introduce promotional activities, car body banners, door banners, in-store POP, radio promotion,

6. Scene layout: banner at the entrance, hanging flags in summer, 12 special price area tags, 3 publicity signs for the upper and lower elevators, advertising posters for the flat staircase, two huge hollow banners,

Seven. Activity strategy:

1) During the May Day Golden Week, low prices will be reduced to the bottom, and a DM poster will be launched from April 30 to May 4, single product classification, fresh food 25, food 50, non-food 40, 30 counters, 25 old stores

2) Go shopping on May Day and win big prizes (see attached page for specific plans)

3) Lowest prices, good business Non-stop (see attached page for specific plans)

4) On May 1, the finals of the second "Ode to Labor" youth karaoke competition were held, and the big waves washed away the sand to show their talents, and all the stars gathered to see the present.

5) "Youthful Style, Infinite Vitality" Youth Day Wonderful Art Performance on May 4th

6) May 5th "Go to *** on May 1st, Shopping and Win Big Prizes" Lucky draw party, wonderful performances (internal staff)

7) Registration for the "June 1 Children's Talent Show" is officially launched, registration will be from April 25th to May 10th, and the first preliminaries will be held on May 13th (specific details Please see the attached plan)

8) On Mother’s Day, May 8, mothers will be shopping politely. All married female customers who come to our mall for shopping on May 8th and spend more than 50 yuan at one time will receive a gift with their computer receipt. Each person is limited to one gift per ticket, and the number of gifts is limited while supplies last.

9) May 12th "May Day shopping**, shopping and winning prizes" award party

XX Mall May Day Marketing Plan

The freshest May Day One-day activity plan

A series of activities with the theme of "Blooming May Day and Unlimited Happy Holidays"

Activity background analysis:

During the May Day holiday, various businesses The behavior of selling with discounts and profit is worrying. It is believed that the holiday sales that appear to be booming on the surface are just consumers concentrating yesterday, tomorrow or next month's consumption on a few days. In order to guide consumption and stimulate holiday impulse consumption, and to achieve better sales performance and more influential social effects during the May Day period, and to enhance the corporate image of XX Mall and the characteristics of doing business with literature, XX should hold festivals Various corresponding activities and cultural marketing are launched to organically combine the marketing process with cultural enjoyment, allowing consumers to increase their desire for random consumption while enjoying diversified services. It is essentially different from other merchants who only use discounts to drive holiday consumption. It truly enhances the image of XX from a social perspective, establishes high-level cultural consumption to attract consumers, win over high-level consumer groups, and show the style of a famous store. . It is planned to plan the following series of activities with the May Day theme of "Blooming Flowers in May, Unlimited Happy Holidays". The activity plan is as follows:

1. The theme of the series of activities:

1. Great gift for shopping in May, happy holiday for the whole family

2. Thousands of knots in the heart, a display of hundreds of thousands of love

3. Welcome May Day travel gifts to members

4. Spring Fashion Week

5. Discount promotions

6. Print the first spring edition of XX Mall's "Boutique Shopping Guide"

2. Event time:

1. Great gift for shopping in May, happy holiday for the whole family: May 1st - May 5th, 2004

2. Hearts tied with thousands of knots, a hundred thousand love display: May 1st - May 5th, 2004

3. Welcome May Day travel gifts to members: May 1st - May 7th, 2004

4. Spring Fashion Week: May 1st - May 5th, 2004

5. Discount promotion activities: May 1st - May 7th, 2004

3. Series of activities: XX Mall and Bayi Store, XX Shopping Plaza and Beiyuan Store

4. Contents of the series of activities:

(1) Big gifts for shopping in May, happy holiday for the whole family

Contents of the activities:

In order to promote promotion during the May Day Golden Week Due to the popularity of XX Mall, it has created great sales results, and has specially organized the "Gifts for Shopping in May, Happy Holidays for Family Travel" event, which means shopping for May Day couples and family travel packages.

More planning solutions are available at: China Retail Information Network www.cnls.com.cn

Implementation details:

① May 1st - 5 On May 5th, anyone who has accumulated a total of 3,000 yuan in regular-priced goods on that day and registers with invoices and valid certificates will receive a May Day travel couple package for two. (No cumulative gift)

② Anyone who has accumulated a total consumption of regular-priced goods of RMB 4,000 on the same day and registers with invoices and valid certificates can receive a May Day family travel standard package (limited to three people). (No cumulative gifts)

③ Anyone who has accumulated a total consumption of regular-priced goods of RMB 5,000 or more on the same day and registers at the corresponding brand counter with invoices and valid certificates can receive a May Day family travel package (limited to four people). (No cumulative gift)

④ Anyone who has accumulated a total consumption of regular-priced goods of RMB 12,000 or more on the same day and registers with invoices and valid IDs can receive a luxury travel package for two persons. (No cumulative gift)

⑤ Anyone who has accumulated a total consumption of regular-priced goods of more than 20,000 yuan on the same day and registers with invoices and valid certificates can receive a luxury Hong Kong and Macao travel couple's package. (No cumulative gifts)

Note: This event is limited to clothing brands (membership cards only give points but no discounts). Manufacturers are voluntary to participate. If you do not participate, manufacturers must participate in discount promotions. XX does not bear the cost. The customer's travel expenses are incurred on the premise that the shopping amount is 3,000-20,000 yuan, and the manufacturer's expense is only equivalent to a 15% discount on the product discount, which is less expensive than usual holiday discount promotions and has a significant promotional effect.

(Attached: A copy of the travel price list)

(2) Hearts tied with thousands of knots, a display of hundreds of thousands of love

Activity content:

Exhausted love line During the May Day period to show warmth, a unique love-themed activity was launched, with the resounding slogan of "Thousands of hearts are tied, a hundred thousand love is displayed", capturing the open mind of modern young people who tend to express their true feelings, and actively mobilizing people in love. The couples' enthusiasm for self-confession connects the handkerchiefs with each couple's love vows, names, blessings, etc., to each other. This colorful and heart-to-heart "love story" naturally forms a beautiful landscape under the spring breeze. , and all kinds of love vows open their hearts to every customer, and let people feel the sweetness and warmth of their true love together.

Implementation details:

① During the May Day period, the event "Thousands of knots in the heart, a display of love"

will be held in the square in front of the mall. A red soft rope is used to hang the handkerchief. Each male and female customer can receive a handkerchief on site. Oil markers are provided for customers to write love vows, real names (used to draw lucky customers), blessings and other contents. All handkerchiefs approved by the customer The customers tie the ropes with their own hands, and the next pair of customers then tie the knots with the previous pair of customers, and so on until the number is full.

② A lucky couple will be drawn every day and will receive a couple's package ticket for a trip to the suburbs of Shanghai during the May Day period. The daily list of lucky customers is published on the website, and free tickets can be claimed the next day with valid ID.

Note: This activity requires the assistance of the operations department management personnel. The initial budget for handkerchiefs is 5,000 yuan, 0.5 yuan/piece × 5,000 = 2,500 yuan; red nylon rope: 50m × 5 yuan/m = 250 yuan; for couples The value of the travel package is 200×5=1,000 yuan; the promotional activity

(3) Welcome the May Day travel gift to reward members

Activity scope: XX Mall

In order to thank XX members for their support to XX over the years, as of 2004 On May 7, 2004, the top three XX members with accumulated shopping points on their membership cards can register at the main station and receive corresponding certificates with their XX membership cards and ID cards during the period from May 1 to May 7, 2004. travel package rewards. (No waiting after expiration, the ranking will be announced on the website and major newspapers after May Day)

The first XX member can receive the Happy House by registering with the XX member points card and ID card (limited to Three people) A luxury travel package.

The second-place XX member can receive a couple luxury travel package by registering with the XX member points card and ID card. The third-place XX member can receive a Shanghai suburban family travel package (limited to three people) by registering with the XX member points card and ID card.

Note: The value of this event’s Happy House deluxe travel package is 1,000 yuan/person Limited to three people) Value: 100×3=300 yuan, totaling 5,300 yuan, and the mall will bear the event expenses. (Attached: Travel price list)

(4) XX2004 Spring Fashion Week

Activity time: May 1st - May 7th, 2004

Activity Theme:

One or two brand clothing will be launched every day. A high-quality static exhibition and live fashion show will be held in the atrium on the basement floor of the mall. Participating brands can set up their own image booths on the south side of the T-shaped stage to introduce Brand history and clothing style create the atmosphere of fashion week;

During the event, viewers and consumers will be allowed to vote for their favorite brand clothing, and the audience will have the opportunity to participate in a lottery. The prizes are XX playing cards and other small prizes;

(5) May Day product discount promotion

① Limited time sale

Event time: May 1, 2004 ——May 7

Activity content:

At irregular times every day, some clothing and bedding products will be held at a 50-40% discount for a limited time, and each sale will be limited to one hour. Brands will be contacted by each shopping mall and reported to the planning department before April 26 for unified arrangements.

② May Day discount promotion

Activity time: May 1st - May 7th, 2004

Activity content:

Manufacturers that do not participate in the "Gifts for Shopping in May, Happy Holidays for the Family" activity should participate in the holiday discount promotions, that is, 30% off on all clothing and bedding products.

Note: 1. Discounted products will continue to earn points, and those with discounted prices lower than member discounts will no longer enjoy member discounts;

2. All manufacturers are required to participate in discount activities, and special products must not participate. Report to the general manager for approval.

3. XX does not bear the cost.

(6) Print the spring edition of XX Mall's "Boutique Shopping Guide"

Printing the spring edition of the mall's "Boutique Shopping Guide"

To welcome the arrival of the May Day tourism season, in order to introduce XX more to customers who come to the provincial capital for sightseeing, enhance the popularity of the mall, better establish the image of XX in the province, and highlight the new products and unique brands of XX mall Charm, guide fashion consumption, print the spring edition of "Boutique Shopping Guide".

(7) Extend business hours during the holidays

Since the May Day holiday is the Golden Week of Tourism, there are many tourists coming to Jiji. When the holiday shopping peak is approaching, in order to seize the opportunity The golden business opportunity creates good sales results, and the business hours are extended to 10:00 pm, further enhancing XX's business characteristics of leading fashion consumption.

5. Cost budget for a series of activities:

1. The cost of a couple's package for a lucky couple to travel in the suburbs during the May Day period for the "Thousands of Hearts, a Hundred Thousand Love Display" event (Borrowed by the mall): The initial budget for handkerchiefs is 5,000 yuan, 0.5 yuan/block About 3750 yuan.

2. "Welcome the May Day Travel Gift to Reward Members" activity, the Happy House luxury travel package is worth 1,000 yuan/person × 3 = 3,000 yuan; the couple's luxury travel package is worth: 1,000 × 2 = 2,000 Yuan; Shanghai suburban family travel package (limited to three people) value: 100×3=300 Yuan, totaling 5,300 Yuan.

May Day’s good luck “increases day by day”

1. Activity time: 5.1-5.7

2. Activity theme: May Day good luck “increases day by day”

3. Activity content:

1. Caring for the lucky ones on May Day:

Anyone who was born in 1951, is 51 years old, was born on May 1st, and has "51" (serial number) in his or her ID card ), customers with the number "51" in their mobile phone numbers will receive a discount of 51 yuan when purchasing diamond jewelry or jade at XX Jewelry (plain gold does not participate in the promotion).

2. Good luck “increases day by day”:

On May 1st, anyone who buys diamond jewelry or jadeite will receive a discount of 51 yuan

On May 2nd, anyone who buys diamond jewelry Get a NT$52 discount on jewelry or jadeite

On May 3, you will get a NT$53 discount on diamond jewelry or jadeite

On May 4, you will get a NT$54 discount on diamond jewelry or jadeite< /p>

On May 5th, you can get a discount of NT$55 when you buy diamond jewelry or jadeite

You can get a discount of NT$56 when you buy diamond jewelry or jadeite on May 6th

May Any purchase of diamond jewelry or jadeite on the 7th will receive a discount of 57 yuan

(Plain gold does not participate in the promotion)

IV. Promotion and promotion of the event

(1) Publish an event promotion advertisement in a local daily or evening newspaper with the theme "Falling in Love with Diamonds on May Day", including the participation details of the "Care for the Lucky May Day" and "Good Luck Increases Day by Day" activities;

(2) Advertise the event on TV stations around the world. You can also use subtitles on the TV station during prime time to do the "Care for the lucky ones on May 1st" and "Good luck increases day by day" activities. The meaning, participation details, Detailed advertisements for the addresses and telephone numbers of stores/counters in various locations.

(3) Make event posters or X display racks in front of the store, arrange event consultants at the counter and set up consultation hotlines to facilitate customer consultation;

5. Event control and evaluation< /p>

1. Keep detailed records of customer inquiries and the number of arrivals, number of event participants, number of purchases, sales, etc. during the event;

2. Do a good job in the later stages of the event to complete the above Data, media placement frequency, agent feedback, etc. are collected to the Brand Planning Department of XX Jewelry Promotion Headquarters to evaluate and summarize the activities in order to provide better marketing services to franchise partners.

6. Activity Budget

1. Publicity expenses are about 3,000 yuan;

2. X exhibition stand: 85 yuan;

3 .Total: 30085=3085 yuan.

Plan 5: "My Favorite Love Token" prize-winning selection activity

1. Event time:

May 1st - October 30th, 2005

2. Event theme

××Jewelry - My Favorite Promise Keepsake

3. Event background:

People are familiar with the idiom "Love determines three lives". Falling in love is fate. We all believe that "fate is written on the three lives stone". China has formed the "betrothal gift" thousands of years ago. Chinese people like to use rare treasures to witness the confirmation of marriage and love. Due to the influence of traditional concepts, people attach great importance to "confirmation of love" or "engagement", so we cater to this psychology. XX Jewelry franchise stores/cabinets across the country launched the "XX Jewelry - My Favorite Love Token" campaign.

Four. Target customers: young people aged 20-28 years old

These people are middle-income earners, are not very loyal to the brand, and are easily influenced. We should launch marketing campaigns and emotional appeals for these customers. , making them purchase the "True Love Has No Season" series of jewelry. At the same time, this emotional appeal can make them gradually become loyal customers of ×× jewelry as they grow older.

5. Purpose of the event:

1. Increase the popularity of the store during the event through this event;

2. Increase the popularity of ×× jewelry brand in the local area and seize market share;

3. Further improve the brand reputation of ×× jewelry to facilitate long-term promotion and sales.

6. Activity content:

1. "Love XX Jewelry":

Every customer can participate in the "Love XX Jewelry" activity at XX Jewelry nationwide franchise stores/counters Participation method is: purchase XX jewelry and diamonds, and you can get a love witness blessing card signed by the famous movie star XX jewelry brand spokesperson Jiang Wenli and all employees of XX jewelry store, so that XX jewelry can witness the "three love marriages" together. "Life" vow.

2. "My Favorite Love Token" prize-winning selection activity:

The "My Favorite First Love Token" selection activity will be held nationwide. Participants can send their own photos of “××jewelry—my favorite token of love” and a short introductory article or related story, or “the token of love they most want to receive” to XX Jewelry Specialist. Stores can participate in the prize-winning selection activities. XX Jewelry franchise stores/counters across the country hire local jewelry, literary and art circles to organize the selection. The prizes are set as follows:

The most affectionate token award for 1st place will be awarded a video worth 1888 yuan. A color-screen mobile phone

The 5 most creative souvenirs will win an exquisite MP3 player or home appliance worth 888 yuan

The 10 shortlisted souvenirs will win ××jewelry spokesperson Jiang Wenli’s exquisite phone card

3. Maintenance service:

Customers who purchase any type of jewelry at ×× Jewelry can receive a box of jewelry cleaning fluid for free (the cost is included in the price of the jewelry) for an additional 10 yuan. That is, the price of jewelry will increase by about 30 yuan), and customers can also obtain free knowledge on jewelry maintenance and cleaning.

7. Publicity and promotion of the event

(1) Publish an advertisement for the event in a local daily or evening newspaper with the theme "XX Jewelry-My Favorite Affair" "Token of Love", including the details of participation in activities such as "Love XX Jewelry" and "XX Jewelry - My Favorite Love Token" prize selection and other activities;

(2) Conducted on TV stations in various places Promotional advertisements for the event can also be made on TV stations in the form of subtitles during prime time. Detailed advertisement of store/counter address and phone number.

(3) Make event posters or X display racks in front of the store, arrange event consultants at the counter and set up a consultation hotline to facilitate customer consultation;

(4) Pay attention to local newspapers Contact media reporters and pay attention to the event reporting work to achieve the purpose of long-term brand promotion and long-term sales promotion;

8. Event control and evaluation

1. Do a good job in the event Keep detailed records of customer inquiries and the number of arrivals, event participants, purchases, sales, etc.;

2. Carry out activities in the later stages of the event to collect the above data, media placement frequency, agent feedback, etc. The Brand Planning Department of XX Jewelry Promotion Headquarters conducts activity evaluation and summary in order to provide better marketing services to franchise partners.

9. Activity Budget

1. “××Jewelry—My Favorite Love Token” prize selection fee: 1888 yuan × 1 + 888 × 5 + 85×10=7178 yuan;

2. The publicity cost is about 3,000 yuan;

3. Total: 7178+3000=10,178 yuan.