Implementation plan of ceramic tile customer festival

I. Background of the event

Activity background

Challenge bargaining meetings and group buying meetings, and the two major brands will make greater efforts to benefit consumers, once in place, and ultimately promote sales.

Intercept competitive brands and launch the biggest promotion of 20 15.

Activity purpose

1. Promote the shipment of xxx tiles and xx brands and the withdrawal of funds.

2. Improve the local popularity and reputation of xxx tiles and xx brands;

3. Promote sales growth and enhance brand image.

Venue xxx tiles, xx brand store

Activity time: 2065438+June 05 1 to 30.

Activist xxx tiles, xx brand store staff.

Event leader xxx tiles, xx brand store manager.

Two. Activity introduction

The first customer's day, buy tiles without spending money, xxx tiles, xx ceramic brand manufacturers save millions of advertising fees, let

For the benefit of consumers, refund 100% of the payment (within 3 years).

Three. Activities:

During the Customer's Day, we launched eight best policies in history for our customers:

During the 1. activity, customers who place orders on June1-June 30th can enjoy "ceramic tile purchase, 100%".

The "return money" plan will refund the payment in three years, so that you can buy tiles without spending a penny. How much to buy, how much to return! The quota is only 300 indicators.

2. Give gifts as soon as you place an order: when you place an order, you will automatically become a vip customer (more than 8,000 yuan), a gem customer (12,000 yuan), a gold customer (24,000 yuan) and a diamond customer (48,000 yuan), and give corresponding gift packages (including cabinet air conditioners, smart refrigerators, washing machines, rice cookers, travel packages, etc.). )

3. Send gifts as soon as you place an order (unlimited amount).

4. Place an order to participate in the lucky draw, and 100% wins the prize (refrigerator, LCD TV, cash prize 100 yuan, etc. ).

5. During the activity, the customer with the highest order amount can get another mystery prize.

6. Old customers always send a gift when they enter the store. (Value 80 yuan)

7. Old customers bring new customers and give them a gift (worth 600 yuan).

8. During the activity, all customers who come into the store with invitation cards will give gifts and never return empty-handed.

(4) The scheme of "ceramic tile purchase 100% payment" is guaranteed by manufacturers and brand stores, which is true and effective. Customers can enjoy the right to return goods with the return commitment card signed by the mall.

(5) The customer can change the product or transfer the order to others without unsubscribing the order. Customers can follow

The decoration plan will be delivered at any time, and the ordered products will be used up within 1 year.

Verb (abbreviation of verb) implementation plan details: (job description of exclusive store)

1, this activity is organized by xxx ceramic tile xx ceramic store, and the manufacturers fully support it.

Supervise the implementation.

2. VIP invitation cards made by 2.xxx ceramic tile xx ceramic store and the promotion of unified one-page diving.

Allocate according to the actual situation of customers;

3, this activity xxx ceramic tile xx ceramic shop must send staff (can be hired temporarily) to release information before the event.

Collection, information screening and VIP invitation card issuance, xxx ceramic tile xx ceramics

Porcelain stores must ensure that more than 300 customers enter the market.

4. Sales staff's reward:

Card issuing reward: for each valid VIP invitation card, please fill in the real and valid name, address,

Telephone, reward 5 yuan, more and more, the top is not capped (subject to the customer signing in with the card)

Order reward: according to the customer order amount? % commission reward.

Six, the workflow:

In the early stage of advertising, information was widely disseminated, and people were sent to fill in and collect VIP invitation cards (for a large number of target customers). In cooperation with property companies and decoration companies, VIP invitation cards were distributed on behalf of customers who entered the store with cards, giving gifts, trying to guide customers to place orders, and sending photos to customers who placed orders.

According to the promise of gifts, lottery tickets and payment, sort out customer orders, arrange supply plans and implement payment plans.

VII. Advertising and Promotion Activities

1, the activity focuses on the issuance of VIP invitation cards, mainly promoting the invitation of staff to issue cards at home (people

The number should be more, divided into counties and cities, xx and surrounding counties and cities).

2. Large outdoor led advertising screens: Golden Thumb Screen and Fuan Home Screen (broadcast for 20 days)

3. The second issue of 3.xx Evening News, the second issue of urban dm advertisement (full page);

4. Distribution of activity leaflets: The staff and Aunt Gao distributed 30,000 leaflets;

5. Send a team to contact the property management company and the decoration company and ask them to issue VIP invitation cards on their behalf, or

Purchase the owner's information, recommend the owner to participate in activities, and the property company and the decoration company install the salesman's standard reward and

Commission, 6. Use the company's minivan to promote the use of cruise cars, and start using cruise cars in counties and cities 15 days before the event (the horn must ring).

8.xx TV Station and TV Interactive Channel 4

Eight. starting plan

1. The implementation schedule shall be agreed upon separately.

2. SMS:

Text message content:

SMS 1: xxx tiles, xx ceramics, the first customer's day, the big action against the sky: 1 00% June130, the amount of bricks purchased during the period is refunded as much as you buy! Only once, don't believe the appointment! Electricity: xxxxxxxx (70 words)

3. Invite the owner to participate in the activity by phone:

Hello, boss, we are the sales managers of xxx tiles and xx ceramics. Now we have the honor to invite you to the first customer festival of xxx tiles and xx ceramics. Buy tiles on June 1-30, 100% refund, no matter how much you buy! The activities are guaranteed by manufacturers and specialty stores, which are absolutely true and effective. In this way, you don't have to spend a penny to buy tiles in the future. The time is only June 30, and there are only 300 return indicators. The quota is limited. Just enter the store and place an order, and you can enjoy the free ceramic tile purchase plan. In the morning or afternoon, when it is convenient for you, I will send you an activity invitation card and reserve a place for you. . .

4. Simple training content

How to promote customers to enter the store? Hello, boss, welcome to our xxx ceramic tile xx ceramic store. Now I have good news for you. On June 30th, 2000, 100, we and the manufacturers will hold the first customer festival for xxx tiles and xx ceramics and the 100% payment refund activity. Customers who order xxx tiles and xx ceramics on June 30th can be divided into three years. This activity is subsidized by millions of advertising fees saved by manufacturers for customers. The activities are guaranteed by manufacturers and specialty stores, which are absolutely true and effective. So you won't spend a penny to decorate and buy tiles in the future. The time is only June 30, and there are only 300 return indicators. The quota is limited. Just enter the store and place an order to enjoy the free ceramic tile purchase plan, as well as various gifts and giveaways!

Q: Which brands participated in this activity?

A: xxx ceramic tile and xx ceramic brand.

Q: When and where will this activity be held?

A: The event will be held on June 1-30 in xx ceramic store of xxx tiles in Fu 'anju, xx city. Q: Is there a discount for this activity?

Answer: Any customer who ordered xxx tiles during June1-June 30 can return the payment to you at 100% within three years, which is equivalent to buying tiles without spending a penny, and there are many household appliances gifts.

Q: Is the activity real?

This must be true. This activity is subsidized by millions of advertising fees saved by manufacturers for customers. The activities are guaranteed by manufacturers and specialty stores, which are absolutely true and effective.

Q: How exactly did you place an order during the event? Chapter 2: 20 17 Tile Promotion Plan

20 17 ceramic tile promotion planning scheme

Scheme 1: Planning scheme of ceramic tile promotion activities

1. The formulation of this plan serves the May Day promotion activities of Enoch's Beijing sales network, and is used for the guidance, modification and supervision of the activities.

Second, the background analysis and purpose of the activity

1, the off-season of building materials industry is obvious. As the saying goes, if you look at March and May in the first half of the year and gold, nine silvers and ten silvers in the second half of the year, you can basically see the annual sales, so the sales activities in May are a strong guarantee for completing the sales tasks in the first half of the year.

2. May Day has always been a time for businesses to compete, and major brands will also make big moves. However, in the face of emptiness and coldness, the discount of 1 will inevitably make consumers feel visual fatigue. If you stand out from the crowd in many promotions, you need a good and suitable promotion idea.

3, a large part of the owners who want to decorate are aware that there will be a big promotion on May Day, and many of them are holding a wait-and-see attitude in the first half of the year, so the promotion at this time will greatly enhance sales and brands.

4. Positioning the people's brand Enoch tiles, which has been rooted in Beijing for 8 years, the number of customers has been increasing and the channel construction has been gradually improved. At the same time, in the face of the phenomenon of bad inventory, we will further optimize inventory and adjust product lines through promotion to drive the sales of some unsalable products and further promote brand promotion and product positioning.

Third, this activity is divided into two main lines.

1. Promotion activities throughout Beijing, including distribution outlets and self-operated stores, for (4.24-5.3).

2. The sales impact of Long Min Head Office on May 13 (5. 1-5.3).

Four. Participants: all employees of Enoch Company.

1. Composition of promotion management team

General Counsel:

General guidelines:

Advertising materials:

Professional promotion and other materials:

Market arrangement:

Other temporary matters:

Verb (abbreviation of verb) Activity content: main line 1

1. Theme: Enjoy May Day, the city of love, and enjoy your home.

Xiao Biao: decorations of Mayday, this is your home of Kuihui.

Description ① Love in the City is a popular movie recently released, which helps to increase consumers' attention. (2) House, a warm home, a harbor of love, buying a house is the second marriage, and the decoration is like the second honeymoon. The personal positioning of love city is such a consumer psychology. (3) The City of Love is intended to describe Enoch's hot promotion activities in the city. (4) Juhui Home, telling consumers, is also a role for consumers, and a wide range of promotional activities, Enoch is my affordable special.

2. Details of the event

Visiting Huizhou on May 1 ST, five big surprises, outshining others.

① Enjoy May Day and enjoy a 5.3% discount on Enoch's full range of products.

(2) Five products with ultra-low collection price and/kloc-0 products with zero profit can break the water price and increase profits.

(3) Promote the purchase of new products in glory (launch three new products at a low price, such as wall tiles with a minimum of 5 1 yuan/m2).

(4) Taobao area for large floor tiles, and Taobao promotional price for 4 large floor tiles.

⑤ Ode to Joy for the whole family, a full set of discounts for moving, and Tesco 5 100 yuan for two packages (glazed tile set+kitchen+bathroom/antique brick set+kitchen+bathroom) (replenishment link).

Or customers who buy Enoch floor tile+kitchen+bathroom can get a discount of 9.8 (* * * 13 special goods).

Sixth, the way of advertising cooperation

A successful promotion needs all-round advertising cooperation. What kind of tiles can be called good tiles? What kind of ceramics is a good company?

Open the growth history of Enoch tiles, and you will see such a declaration: We strive to produce tiles for the general public, and we are committed to improving the home design for every user, so that any customer can afford it and enjoy a warm and beautiful time with their families. For an enterprise, this is only a definition, but also a responsibility. Enoch tiles, the brand of the general public, are trustworthy. Preheat by posting publicity pictures on websites, home forums and community forums.

Note: (Pictures and posts can be combined, but discount information should be diluted as much as possible) The key point is how to send the theme directly to customers and prospective audiences.

Seven, preliminary preparation

1. Personnel arrangement, try to make everyone have something to do and everything is in charge.

2. The timeliness and completeness of material preparation, list, check preparation, continue in the later period, post and report online (pay attention to downplay price and discount information).

Time schedule: 15-18, determined by advertising materials.

18 -20 material production

Material distribution from 20th to 23rd (the marketing department will arrange the trip in advance, so don't walk around repeatedly).

24th-Market inspection

Eight, store atmosphere layout:

1. Small signs in the sample room (event information and brand promotion)

Hanging colorful flags, leaflets, special-shaped kt boards, kt boards in the store, small round stickers (brand introduction, welcome words, activity information), self-adhesive stickers and special price signs on the glass table.

2. Make a Taobao area with kt board in the big floor tile area to increase consumers' attention to the inclined board area of the big floor tile, and dress it up with the same amount of plastic flower pieces.

3. Some high-quality shops 5. 1 Send temporary promotions and leaflets to run kt cards.

4. Some high-quality storefront door decorations.

Main line 2

1. Happy May in Long Min Head Office 13, limited edition genuine products! Rob. Rob. The content of the activity is the same as the main line 1, and an additional item is added, which is limited to boutique grabbing! Rob. Rob. Three ultra-low-priced products limited to 5 10㎡ were sold out immediately, and a number update board was erected at the door of the store to update the surplus and quantity information at any time, which can effectively attract people to the store.

Attention: pay attention to the information of new square meters in combination with customer psychology in order to attract customers.

2. Mall atmosphere layout:

A. Exterior wall window advertisement

B. Two vertical advertisements on the door glass, the sign of welcome water at the door, and X box (activity information) for leisure.

C. Large kt board on the empty wall on the right side of the bar (activity content 2 10*250)

D leaflets, floor stickers, round stickers for glass tables, and self-adhesive stickers between samples and standing signs.

E. snap up the main board and the banners on the aisle

F. Pro-promotion, arches, tents and carpets (May 13)

G. Pro-promotion of kt board, (Love City, Affordable Home, Enoch Tiles, Your Home, Limited Boutique, Grab! Rob. Rob. (h) Number of people who need to be promoted: bathroom hall 1, head office 1, Kelpolo old shop 1, parking lot entrance 2, Dong Peng entrance 2, * * 7, etiquette 4.

Nine. cost budgeting

leave out