Model essay on summary of promotional activities

As we all know, everything has a result, which is our final result, so we have a summary. Summary is also an evaluation of one's work and study. The following is the summary model essay of promotion activities compiled by me, for your reference only, and you are welcome to read it.

Promotion summary (1)1June1-1October 7th, the "National Day without worrying about prices" promotion lottery was successfully completed. The activity was supported by leaders and business owners, as well as Qi Xin's colleagues. Good results have been achieved. To summarize this promotion, the details are as follows:

Activity time: 20xx-10.1~ 20xx-10.07.

Theme: Don't worry about "price" on National Day.

Target audience: citizens of the whole city.

Activity mode: price reduction, discount, gift, lottery.

Shop image: the theme of shop decoration is white and pink, which highlights the nobility and particularity of Wanyuan home. Balloons are distributed in the store, as well as product information. Gifts are placed at each booth, and the booths are decorated to create a strong festive atmosphere. The prizes are purchased in advance and placed in the lobby, and the lottery box is placed in the front position, giving customers the first impression that it is "cost-effective!" Something to send! And set up a stage in the hall to highlight the importance and atmosphere of this event.

Publicity methods: newspaper (second edition of Time Advertisement, total cost of xx yuan), DM single page (50,000 copies, distributed by staff, cost of xx yuan), radio station (102.8 radio station, cost of xx yuan), bus TV (xx yuan, 160 bus), short message (/kloc-0)

Analysis and explanation:

This activity has been actively cooperated by all departments of the company. Colleagues in the engineering department are responsible for speaker debugging, prop building and security work at the event site, which are completed within the specified time, providing effective hardware guarantee for the lucky draw; During the activity, the personnel department, property management department and marketing department are responsible for the decoration of the shopping mall, which enhances the activity atmosphere of the shopping mall, and the prizes are in place in advance, effectively stimulating customers' desire to buy.

Summary:

1. Overall situation

Statistically speaking, this promotion has not achieved the expected results. During the activity, it is estimated that the transaction will be xx million, and the actual sales will be xx million, with a success rate of only xx%. Passenger flow statistics, 65438+1October 1 -7, passenger flow: xx, xx, xx, xx.

During the activity, the passenger flow was not ideal, with an average of xx people/day. The flow of people has a lot to do with the weather.

The reason for that above situation are as follows:

1. The promotion time of the publicity media is short, the official start of the event is only 9 days before the event, the preparation time is too long, and the real promotion time of the event is short.

2. Bus advertising video can be better, and all media promotion time is too short to let customers fully understand the contents of xx home promotion activities.

The effect of single delivery needs to be improved, and the store's personnel reserve needs to invest more people in the activity. The supervision of personnel is often not in place during the whole activity, which seriously discounts the implementation effect of the whole activity.

4. The effect of sweeping the building is not ideal, only xx pieces of customer information are collected, and the cost is as high as xx yuan.

5. Publicity time did not make full use of the advantages of the network platform, resulting in a dead end of publicity;

6. Product implantation is not prominent enough, sales staff's service awareness is not high, and product professionalism is not enough, which can't make customers interested in products in a short time. Salespeople don't take the initiative, most of them follow the customer's ideas. During the whole activity, the service awareness and quality of most of our sales staff have not improved. In addition to the low quality of waiters, it is also related to insufficient training in shopping malls. The service quality of salespeople is not achieved overnight. We should make unremitting efforts, organize professional knowledge study regularly through our internal training and improve our own level. We can give reasonable and effective guidance to merchants and salespeople and make a reasonable training plan from the aspects of product classification, material characteristics, how to distinguish authenticity from origin, how to rationally arrange booths and how to train salespeople to make suggested sales.

2. Sales situation

During the activity, the sales of various businesses were high or low, with a total sales of xx yuan: XX yuan was better to sell; Xxx:xxx yuan; Xx: XXX yuan; Minimum sales volume: xx: xxx yuan, mainly because the brand effect is not strong, the price is low, mainly taking the low-end route.

3. Activity costs and related expenses

The prizes of this activity are set as follows according to the sales volume: xx2 sets, xx cameras X sets, xx drill joints X sets, xx brand pressure cookers and xx umbrellas, totaling: xx yuan; Mention: xxx yuan. Overall cost: xx yuan, shopping mall expenditure: xx yuan; Merchant expenditure: xx yuan, unpaid part: balloon arch: xx, stage: xx, total: xx, deduction point: xx: XX, XX: 94.55, XX: 66.75, XX: xx:xx40.56, XX: xx, XX: 2195.6544.

4. Event planning

At first, the planning of this activity was to solicit the opinions of merchants, and later, after the company's special meeting, all the staff made suggestions to make the activity plan more perfect and implemented. But the details are not rigorous enough, including the lucky prize and the cleaning card of Cary jewelry, which can be done in another way. The effect of DM single product can be brighter according to the printing process. I believe it will be avoided through running-in in future activities.

5. Activity execution

(1) telemarketing: 6 1 user/time, total calls: 16273, xx050 customers in class a, 25,600 customers in class b and 3,620 customers in class c, see the annex for details.

(2) SMS: SMS sends 550,000 pieces of customer information in groups, and the number of telephones reaches 2 1 1,000, with an average of 5 pieces received by each telephone.

(3)DM single distribution: students distribute 18 people/time, and merchants distribute 1 1 person/time. The overall implementation is not well supervised, and the awareness of the merchants has not reached the standard at all, so the overall effect has not been fully achieved. Some people are not in the designated area in the afternoon, and the next activities must be improved to achieve the expected results. It is recommended to invite all professional flying people or students to operate.

(4) Sweep the floor:

* * * The total cost is RMB xx, and the effective times of sweeping the floor 1570. The average cost of each number is xx yuan/month. The cost is quite staggering. It is suggested that all students should be used in the next activity, and the mall should send someone to supervise strictly to improve the sweeping effect and let more people know Wanyuan.

5. Prizes/gifts:

The invitation letter was received by individual shop staff among customers, which was confusing and not really implemented, and also brought losses to shopping malls and businesses. Please consciously strengthen the education of shop assistants to businesses and refuse to accept gifts from insiders. The next activity will strengthen control and supervision.

6. Problems in activities

During the activity, there were more customers, but the turnover was quite low. There are many reasons, most of which are to understand the products. Therefore, in the sales process, the shopping guide needs to adopt three communication methods:

(1) Introduce and publicize the company's promotional activities and preferential activities;

(2) Actively answer customers' questions;

(3) Actively strengthen communication with customers. According to the investigation of customers' awareness of shopping malls, various publicity channels have brought some customers, but mainly through newspapers, community advertisements, telephone calls, text messages and surrounding residents. Customers introduced by friends also account for a certain proportion, so it is necessary to establish customer files and recommendation mechanisms. The establishment of customer files is to bring new customers to the mall through the maintenance of old customers; The recommendation mechanism is established to stimulate more people to bring their intended customers to the mall and promote sales.

summary

Judging from the activity site, this year's furniture industry situation has indeed been affected to some extent, with stable sales and no climax. The same is true of several large home shopping malls. However, there are still some potential customers who just need it. It depends on how we find and cultivate customers. At present, we should improve the grade and standard of products in shopping malls and improve the behavior and quality of sales staff. According to the holiday time, make a good plan in advance. The planning of large-scale festivals is completed two months in advance, and the planning of small-scale festivals is completed one month in advance, so that sufficient time is reserved to make the planning more detailed. Go to other shopping malls regularly to learn about the situation, buy corresponding books to enrich your professional knowledge, and ask for more advice through inquiry.

Model essay on summary of promotional activities (II) I. Purpose of activities

Mid-Autumn Festival, one of the three traditional festivals in China, is National Day and National Holiday. This activity is the Mid-Autumn Festival and the National Day. Mid-Autumn Festival revolves around the main activity line of "Mid-Autumn Festival is more affectionate", fully highlighting the three characteristics of Mid-Autumn Festival: reunion, affection and gifts, and impressing consumers with extremely human activities. The National Day chapter is based on Ode to Happy National Day and is divided into four series: Lucky, Affordable, Membership and Fashion. Through the national day series of commodity promotion activities, we will strive to win the peak of commodity sales, personalized word of mouth and price word of mouth, and truly penetrate our holiday market.

Second, the activity time

20xx September 23rd -20xx 65438+1October 8th.

The National Day holiday ended on the 7th, and the Mid-Autumn Festival gifts and reunion dinner were all before the 6th, so the time of this activity was set at the above time.

Third, the theme of the event

"Happy Mid-Autumn National Day, happy and wonderful Hualian".

Four. Activity content

Mid-Autumn Festival: "Happy Mid-Autumn Festival, strong feelings."

I wanted to hold a happy Mid-Autumn Festival gift exhibition, but I always felt that there was no momentum. )

"I am happy in Hualien, and my feelings are stronger."

1.20xx Mid-Autumn Festival-Moon Cake Exhibition

In conjunction with the Food Festival, a "Celebration of Mid-Autumn Festival with Famous Mooncakes" will be held, and new mooncakes with different characteristics and tastes will be launched by famous mooncake manufacturers.

2.20xx Nourishing and Health Products Festival

Mid-Autumn Festival has always been the peak season for the sale of health care products. Especially in recent years, more and more consumers choose health care products as Mid-Autumn Festival gifts after the large-scale publicity of health care products advertisements. On the other hand, because health care products have considerable profit margin, suppliers should make great efforts in publicity, promotion and cooperation. Therefore, fully integrating the Mid-Autumn Festival promotion activities of various health care products manufacturers and holding the Nourishing Health Care Products Festival can effectively reduce the promotion cost on the one hand, and effectively stimulate the sales of health care products during the festival on the other hand.

3.20xx Famous Wine and Specialty Exhibition

The Mid-Autumn Festival is originally the peak season for wine sales, and with the peak of the National Day wedding banquet, the consumption potential of wine is considerable, and the display of famous wines and specialties can further stimulate the growth of wine sales. Cigarettes are not allowed to do activities. We can make gift baskets with cigarettes, wine and health products. And then sell it at a reduced price, which can be avoided. )

4. "Hualien sends affection, Mid-Autumn Festival presents"

Buy moon cakes or tonics in this supermarket in 200 yuan and give a beautiful gift. (Gift suggestions are fashion items such as red wine and lighters. )

National Day: "Ode to Joy Hualian Gift" Happy National Day.

1. Ode to Joy

The wheel of fate keeps turning, and gifts are given again and again!

Customers who shop all over 66 yuan in this supermarket have the opportunity to turn the wheel of fortune once, 132 yuan twice, and so on! You can get the corresponding prize in the pointer.

2. Ode to Joy and Affordability

During the 7-day National Day holiday, super shocking prices are launched every day. Let customers feel the tangible benefits.

3. Ode to Happy Members

The introduction of hundreds of member products makes members feel that there is a substantial difference between applying for membership card and not applying for membership card. Let customers who are not members see the benefits of membership and want to become our members. Let Hualian's membership card become one of the essential items.

4. Ode to Happy Fashion

Fashion home textiles also give gifts, and happy coupons are sent non-stop!

Anyone who spends over 100 yuan on home textile shopping can get a home textile shopping voucher from 20 yuan. 200 yuan can get two shopping tickets, and so on! (Suggestion: Home textiles can also stimulate newlyweds to buy packages in the form of packages to prepare for the climax of the National Day wedding. )

Verb (abbreviation of verb) coordination of activities

Purchasing Department: Negotiate with suppliers about the appropriateness of activities and gifts.

Operation office: provide site and pile.

Planning department: site layout, dm production and distribution, supervision and implementation of activities.

Model essay on promotion summary (3) 1. Problems easy to appear in sales promotion activities

Refined oil sales companies often launch various promotional items. How many of these improvements were carried out according to controllable procedures, and how many reached expectations? Has the promotion behavior evolved into "customer appreciation" and what links determine the effect of the promotion activities?

Reflect on the problems existing in the development of retail promotion activities in the past: there is no very clear goal; There is no accurate data analysis before and after the promotion activities (for example, daily sales volume changes, single transaction volume changes, gun lifting times changes, etc.). ); The promotion work is not in place, and there are many problems in the process of distributing promotional products for employees. The final result is that the promotion has evolved into customer appreciation, and even customer disputes will occur in serious cases!

In the past promotion activities, the following problems generally existed:

1. Promotional activities are often passive.

Because the gas station manager himself is not clear about the concept, significance and goal of promotion, he does not have the positive attitude of 1, which affects himself and the whole team. It is often manifested in the following aspects: "Do what your superiors say." "The competitors have started to refuel and send water, so let's send it." "Customers always say to send some gloves, so let's apply for some promotional items." "Maybe, you have to accept the assessment of the company."

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

"Take it for granted" is mainly manifested in four aspects: take it for granted when choosing promotional items; On the conditions of gift, take it for granted; When the activity is going on, it is natural; The purpose of promotion and the goal of increasing quantity are taken for granted. It is because of these "taken for granted" that there is no motivation for promotion, no evaluation, no unified action and no expected effect.

3. Insufficient employee participation.

In order to promote sales effectively, we must first do a good job of publicity, but gas stations often ignore this important link, which is manifested in the following aspects: (1) posters are listless; Distribute leaflets and fail to send them in time; There are no signs at the entrance and exit of the station. How to attract customers into the station? The employee didn't tell the customer before refueling, and the customer received the gift when he had enough. The reason is that the understanding of the scheme is not enough, there is no phased effect analysis and team comparison, and employees have no sense of accomplishment and enthusiasm.

4. Improper management of promotional items, even broken files during activities.

What is the number of promotional items distributed in a day? Every day, is the distribution of promotional items registered with each team? Is there a handover? Which promotional items are distributed fastest? How much stock is left now? Can these promotional items be used until the end of the activity? You know, the severity of breaking the ceremony is equal to cutting off the oil, which may cause customers' complaints and turn good things into bad things!

5. Promotion End = Time is up and promotional items have been distributed.

The activity began and ended, and did not achieve the expected results. Has the goal been achieved? What is the relationship between cost and profit? Are customers satisfied with the overall promotion or have other opinions? What new information about potential customers has been added? Have employees' enthusiasm for service and sales improved?

In the market environment where the market demand continues to grow and the competitive environment is increasingly fierce, whoever learns to promote sales will have the initiative in the market! In this fierce environment, promotion has become a means of 1, 1 a favorable measure to enhance the influence and radiation of oil stations, 1 a favorable condition to develop potential market customers, 1 a good opportunity for weak competitors. Therefore, we should adopt a learning attitude, absorb the advanced practices of the same industry, apply them to practice, accumulate experience and be down-to-earth, so as to learn how to do a good job in promotion with a positive attitude, because this is an indispensable skill in the retail industry!

Two, the four basic components of gas station retail promotion

The retail promotion of gas stations consists of four basic parts: advertising, promotion, participation in promotion and effect evaluation. Taken together, these four parts constitute the promotion combination of retail industry.

1. Advertisement

The main function of advertising is to let potential consumers know about the goods, price information, discounts and other information provided by retailers, with the aim of establishing consumers' preferences for goods. At present, the commonly used advertising methods of gas stations mainly include media publicity, setting up entrance billboards, printing leaflets, setting up posters, and oral publicity by employees.

Media promotion is mainly through newspapers, magazines, radio, television, movies and other media to promote promotional activities. It is necessary for retailers to convey advertising information to target consumers most effectively within a certain cost range. Who is the advertising campaign for? Who is the target of advertising communication? How to plan advertising content more accurately is a problem that retailers must consider when choosing media for publicity.

Setting up entrance and exit billboards is a common advertising method in gas stations at present. The advantages of this type of 1 advertisement are low cost, practicality and quick effect. The design and application of billboards are also worthy of our study.

The contents of the billboard are displayed by the driver. It takes only a few seconds for the driver to drive from the observation distance to the departure. Therefore, the content to be displayed on the billboard is not suitable for too much. Too much is useless, because drivers don't have time to finish reading it, and few drivers are willing to get off and read the publicity content you designed. Generally speaking, in a dynamic and fast environment, the publicity content with neat words and neat arrangement is more likely to leave an impression on people.

The use of entrance and exit billboards also needs the brains of gas station managers. Because many gas stations are often constrained by highway bureaus and urban management, they are often unable to be set in the best position or prohibited from being displayed. What are we going to do? At this time, we will "guerrilla" with the urban management. As shown in the figure, the smart station manager chooses to arrange employees to stand at the entrance of the station with billboards during peak hours to publicize the promotion content to passing vehicles and attract customers to enter the station.

The redesign of leaflets is very different from billboards at the entrance and exit of stations, and the advertising content printed on leaflets can be far more than billboards. Because of the different reading environment of customers, coupled with exquisite pictures when designing, customers can often be attracted to read the publicity content completely and understand the advertising information, thus achieving our publicity purpose.

Step 2 promote sales

Promotion means that retailers use advertising and marketing power to communicate with consumers in a limited time to stimulate the potential demand of consumers. The most common promotion methods of gas stations are price promotion, gift promotion, discount promotion of fuel card, lottery and so on.

Price promotion activities should first fully consider the system factors such as the location of gas stations in the network, product quantity, competition and price sensitivity (generally speaking, high-grade gasoline lacks price elasticity and should be sold at the upper limit price; National roads and villages, the price of diesel is sensitive and the competition is fierce, so the oil price should be competitive; Urban-rural fringe or areas where taxis and private cars are concentrated, where gasoline prices are sensitive), according to the historical data of previous price promotions of each station, provide specific price decision suggestions for a single station. Establish a price data analysis model for each step, and analyze and summarize the daily sales and gross profit changes of each price reduction station. If the gross profit increment is less than zero after the price reduction within the specified time range, the promotion activities should be stopped; On the contrary, continue to maintain price concessions.

The focus of gift promotion is "what to send" and "how to send". In the past, these two points were mostly based on the subjective assumptions of the government or gas station employees, ignoring the needs of customers, resulting in customers not liking gifts and low return rate of promotion. Therefore, when choosing gifts, we should consider the interaction between oil and non-oil, comprehensively analyze customers' consumption habits, and choose targeted varieties from many promotional goods. The successful online operation of gas station management system provides us with an answer to the problem of "how to deliver". By analyzing the transaction times of different transaction amounts in the management system, we can effectively determine the target customers of gift promotion, and then make a reasonable distribution plan.

Summary of promotional activities (IV) A large-scale promotional activity for the seventh anniversary was held from xx to xx in xx-xx. Due to the favorable weather, favorable geographical conditions and favorable people, coupled with attractive seasonal commodities and promotional activities, the overall effect is good, leaving a good teaching material for our future work.

The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed.

In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.

In terms of commodities, with the seasonal promotion activities of "hot fresh, only 1 day" and "crazy special price, limited time snapping up", the purpose of charging with the overall news and stimulating popularity and sales volume by using commodities has been achieved. Coupled with the store's display cooperation, on-site promotion. The seventh anniversary broadcast draft we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying and promoting. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.

The 7 th anniversary large-scale literary evening pushed the whole 7 th anniversary to a climax, and the cultural performances in various stores were remarkable. The invitation of suppliers has promoted our company's corporate culture and business philosophy to a higher level. The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening.

We also have certain advantages in weather, geography, people and society. At the beginning of the seventh anniversary activity, the weather suddenly turned cold, which made the seasonal goods in the original newsletter plan hot. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well?

However, in the process of planning, organizing and controlling the activities, there are still many shortcomings: in the middle of this seventh anniversary activity, some work in promotion plans, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review:

1. Some promotional activities were aborted because suppliers could not be found.

2. Unfortunately, the supervision form has not been implemented.

3. The store's on-site law enforcement is not strong enough.

4. The timely follow-up audit of the mall was not completed.

5. The store is unreasonable in manpower arrangement, which leads to this single activity not being brought into full play.

6. The development and procurement of new commodities/sensitive commodities have not been fully implemented, which is the biggest regret of this seventh anniversary.

7. In the seventh anniversary activities, the store's creative display of some products is obviously insufficient and needs to be improved.

8. In the seventh anniversary merchandise activity, the store did not do a good job in on-site promotion, sometimes, sometimes not, and did not thoroughly train and track the on-site promotion personnel, resulting in the feedback of some consumers not being collected and unable to be used for reference in future work.

9. During the seventh anniversary activity, the popularity of stores increased, and the sales volume went up. However, the hygiene work was not followed up in time, which led to the unsatisfactory hygiene of stores and their doorways, like a garbage dump.

During the seventh anniversary of 10, some sensitive goods were seriously out of stock, which affected consumers' shopping mood, which was a big commercial ban. We must seriously reflect! In short, any work should be constantly summarized and reviewed in order to do a good job in the next newsletter. We hope to make the whole short message marketing plan better and implement it better in the future.