Case study of automobile theme activity planning

The planning case of automobile theme activities 1 1. The company offers product promotion.

During the National Day, not only did cars sell well, but there were not too many auto supplies. In order to better thank our customers for their sales during the National Day, Huanze auto supplies are making a profit, and our company specially took out the products of FoxGrid to cooperate with the promotion plan during the National Day: in order to improve the sales performance, FoxGrid promoted 300 and FoxGrid promoted 400. If you order 700 buy 5 get free 1 without tax, the price with tax is 800 buy 5 get free 1. Our company has five days off to order quickly.

1, new car on the market

Many manufacturers will launch their own new models during the National Day to expand their product lines and improve their competitiveness. Holding this series of promotional activities requires a prelude to vigorous publicity, otherwise, it will be difficult for people to have trust in new products. In addition, there should be some concessions on the price.

Disadvantages of national day promotion of new cars: there is no comparison in price. Most people think that the listing of new cars is not necessarily the most favorable, and the more favorable ones should be behind.

2. Price reduction promotion

Due to the serious homogenization competition, the word "Didi" has become the main action of promotion. Price reduction promotion is the most common activity scheme in National Day promotion activities. During the activity, according to different models, the profit will be reduced to 1000 yuan on the basis of the original price, and the highest discount will be 10000 yuan.

There is a premise for price reduction promotion: avoid the premise of National Day, and take the opportunity to reduce the price during National Day. This method of increasing the price first and then reducing the price is not sincere enough in the eyes of most customers.

3, National Day car gift package

In order to attract consumers to buy, buying a car and giving gifts is also a common way for dealers. Gift packages that can be sent include: fuel card, car film, car damage insurance, commercial third party insurance, theft insurance and vehicle personnel liability insurance, excluding deductible insurance.

This is the most common way for car dealers, that is, giving gifts worth a certain amount to car buyers. Recently, more and more people send GPS. If there is such a word as "value package" in the advertisement of car dealers, it basically belongs to this category. Of course, there are also 4S stores that provide inventory.

Step 4 reward old customers

Recommended by friends and colleagues, this is the decisive factor that affects most consumers to buy a car. In automobile marketing, this is called word-of-mouth effect. Therefore, car dealers have used their brains in this regard. For example, FAW Toyota dealers have launched such activities: old customers who successfully introduce new customers to buy cars will receive thousands of dollars in rewards. If friends and colleagues really say how good the car he drives is, it's strange not to be moved.

5, packaging sales

Guaranteed sales means getting a good license before sales. When Hangzhou issued the "88" license plate, Tianjin FAW dealers adopted the sales promotion method of packaged sales. Because the license plate number starts with "88", these vehicles are very popular, and the only eight chartered cars of the dealer were robbed.

6. Buy a car with an interest-free mortgage

After the car buyer pays 50% of the car payment, the balance needs to be paid off within two years. A car of about 200,000 yuan can save at least 654.38+0,000 yuan in interest if it is purchased by interest-free mortgage.

The central point of the holiday promotion plan must be "really giving customers a discount", which is also the premise of promotion. By holding activities to attract more consumers and related people, automobile promotion activities are becoming more and more abundant and wider, and gradually form a group activity. In addition, the National Day preferential activities can carry out free testing activities in autumn, including 2 1 testing content. The national day car purchase promotion not only plays a propaganda role, but also helps the business in the second half of the year and boosts morale.

I wish our customers a happy National Day in advance!

Planning cases of automobile theme activities 21. Purpose of activities:

1. enliven the scene atmosphere, increase the popularity of the sales office and increase the sales rate;

2. Promote communication between distribution channel customers and project salesmen through activities, and improve the return visit rate of customers;

3. Create a hot-selling scene atmosphere to promote the on-site transaction of dealer customers;

4. Expand the influence and popularity of the project through word of mouth and enhance the reputation of the project;

Second, the activity time:

Saturday and Sunday, May 25th and 26th, 9:30- 16:00.

Three. Location:

Project marketing center

Fourth, the theme of the event:

You Hu Chu Chu firm fuyue household textile city

Verb (abbreviation for verb) target audience

Customers brought by reserved customers, purchased owners (including apartments) and distribution companies.

Number of participants in intransitive verbs

200 people in two days

Come, 20 groups of customers have been sold, 30 groups have been faxed, 50 groups have been sent, and 100 groups have been issued.

Seven. Organizational form of activities:

Main activity 1: 40 yuan car wash coupons will be given as soon as they arrive (with driver's license or driving license, the top 50 will be limited every day until they are delivered).

Activity form:

Guests visiting during the event can receive 40 yuan car wash coupons after registering with a driver's license or driving license; (each person is limited to 2); Main activity 2: Personalized car stickers (60 pieces)

1, you can get personalized car stickers with your driver's license or driving license at the event site; 2, before 30 every day, until the end; Main activity 3: car music DIY( 100) activity form:

1. Invite a professional music recorder to record his favorite music for the guests at the event;

Main Activity 4: Vehicle Maintenance Knowledge Lecture Activity Form:

1. Professional car beautician was invited to explain the daily maintenance and repair of automobiles to the guests. 2, professionals on-site explanation, cleaning and maintenance skills of automobile interior seats, carpets, dashboards and special materials; Main activity 5: the purpose of the live lottery:

1, attract customers with freshness, let customers stay at the scene for a long time, gather popularity and drive on-site sales; 2. Create a good atmosphere at the scene to drive the visit rate and project popularity of future weekend activities; 3. Improve the return visit rate of customers (including apartments) and unregistered customers. Activity time:

May 25th and 26th, 15:30— 16:30 Participants:

Prize setting for all customers in the sales center:

Main activity 6: clown interactive game

Activity purpose:

1, interactive clown, improve the popularity of mobile phone DIY activities, and enhance the popularity of the scene; 2. Interact with children to create an atmosphere;

3. Avoid children being noisy because they don't play, which will affect the communication between parents and sales staff, and then affect sales;

Eight. Activity flow: May 17

14: 00— 16: 00 activity site layout;

May 18- 19

08: 00-09: 00 venue preparation; 09:00—09:30 09:30— 15:30

Staff in place, ready to meet the guests;

Customers sign in, get personalized car stickers, car music, car wash coupons with driver's license or driving license, and participate in car use.

Seminar on automobile maintenance knowledge;

09:30— 15:30

Daily car maintenance, maintenance knowledge lectures, clown interaction time;

15: 30- 16: 00 lucky draw

Activity flow chart:

Nine, the rules of activity:

1, rules for obtaining personalized car stickers and car music:

When the guests arrive, they will receive 1 personalized car stickers or car music with their driver's license or driving license;

Each person can only receive one activity; ? Car music DIY is limited to 10 per guest;

Without permission, the unmanufactured materials shall not be taken away from the sales center. Once found, it will be regarded as giving up the qualification to participate in the lucky draw;

All participants in this activity are deemed to have approved these rules and are willing to be bound by them; ? Activity Co., Ltd. has the final interpretation right;

2. The rules of lucky draw:

There are 1 first prize, 2 second prizes and 10 third prize in this lucky draw.

Guests are randomly invited as lottery winners at the lottery site. If the winning number is unclaimed, the host will consider the winner giving up the prize after reading it three times and the activity will continue.

In the lucky draw, the owner needs to be present in person, and can't draw on his behalf;

In the lucky draw, the winner must show his ID card to receive the prize (check the number of invitees, depending on the situation on the spot);

3. Award rules:

For the gifts in the lucky draw, you need to hold the corresponding lottery ticket and ID card, and issue the corresponding gifts after verification and registration by the staff;

Gift exchange time, only on the same day, expired invalid, please pay attention to the collection time;

X. site layout

XI。 Related cooperation

1. Customer invitation:

The number of people determined by the sales department (the number of customers invited by each salesperson shall not be less than 10 group);

Invitation to send a bill: 5 days before the event, send a bill invitation to auto beauty shops, 4S shops, crowded areas and distribution companies;

SMS invitation: 3 days before the event, private car owners and members of 4S auto club will send messages in groups to inform the event information in the form of SMS and invite them to participate;

Telephone notification: 4-5 days before the event, the sales staff will call to ensure that the notice of the invited object is in place, make a good record of the telephone notification and count the number of people present, accurately grasp the number of people present, and make good preparations for the event;

Return visit confirmation: 0 days before the 65438+ activity, the sales staff will inform the exact time and place of the activity again to determine the final number of participants; 2. Site materials and personnel positioning:

Twelve. Activity budget:

Case 3 1: the purpose of the activity: is the purpose of the activity to deal with the inventory products? Is it to increase sales? Or a promotion? Only when it is clear can the activity be targeted.

Second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

Third, the theme of the event: mainly for promotion? Publicity? Or thank consumers?

Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider: determining the crowd and determining the degree of stimulation.

5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.

6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.

Seven. Pre-preparation: Pre-preparation is divided into three parts: personnel arrangement, material preparation and test scheme.

Eight, medium-term operation: medium-term operation is mainly activity discipline and field control. Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.

Nine. Post-promotion: Post-promotion is mainly a matter of media publicity. In what way and through what media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.

X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.

XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material, material and financial preparations must be made for all possible accidents.

12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.

The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits. With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.

Types of automobile promotion activities

Opening promotion activities

Generally speaking, it is the opening and promotion of new stores or the promotion of new models. The most direct activities of this kind are price reduction, discount and giving away insurance. , as well as providing zero-interest car purchases and gift packages.

Thank consumers for their promotional activities.

In order to celebrate the sales volume reaching a certain amount, thank consumers, enjoy the great value gift package when buying a car, buy a car at zero interest rate, and how much is the minimum down payment. In addition, some merchants will also launch some activities such as in-car warranty and gift giving.

Holiday and special holiday promotions

Holiday promotion activities are common and effective activities, generally holiday price promotion. Hold test drive, tree planting, volunteer activities and other activities on holidays.

Case Study of Automobile Theme Activity Planning 41. Activity Background

Volkswagen consists of Shanghai Volkswagen and FAW-Volkswagen. The products of the two joint ventures complement each other and design cars suitable for different consumption levels in the face of different consumer groups. At present, the new Audi A4, New Bora and Sagitar have settled in FAW-Volkswagen, and the cooperation between Skoda and Shanghai Volkswagen has also been settled. FAW-Volkswagen's products focus on "fashion and elite", while Shanghai Volkswagen's products focus on "classic and elegant". The group's goal is to provide consumers with safe, environmentally friendly, attractive and competitive automobile products. China is currently Volkswagen's largest market, and Volkswagen plans to achieve the annual output of 4 million cars in China by 20xx. One out of every five new cars sold in China is a Volkswagen brand. At the same time, Volkswagen, as the first international automobile company to enter China, has a certain mature influence in the hearts of ordinary people in China, and has some loyal customers so far.

Second, the purpose of the activity

1, so that consumers can intuitively feel the various performances of Volkswagen.

2, through the program sponsorship, improve the coverage and influence, thus promoting the increase of sales.

3, let the public experience, close the distance and enhance the brand image.

4. Maintain the relationship between car owners while selling cars, so as to lay a more solid foundation for using car owners for "consignment" in the later period.

Third, audience analysis.

Male vehicles include LaVida, Xinlingyu, Touran and Santana; Female passenger cars include LaVida, polo and Beetle.

For young people, LaVida, polo and Beetle are more suitable, and the price and appearance meet their needs. Like ordinary practical cars, you can choose Santana; For business people, it is suitable to choose a new leader, calm and elegant. For the consumer groups traveling together, you can choose Touran, which has a large space, comfort and safety.

Fourth, the theme of the event

Serve the public, be close to the public and enrich the public-the public will accompany you.

Verb (abbreviation of verb) activity content

1, similar to the form of auto show, first divide different areas to place cars with different grades and performances, and have special shopping guides to explain.

2. Play and promote the video of the models still in pre-sale.

3, with the help of a car brand to expand the influence of the whole Volkswagen brand. (Recently, Volkswagen Ling Du sponsored a very popular variety show) "Run, Volkswagen": Let several different Volkswagen cars drive on the same road, so that consumers can drive themselves and feel intuitively.

4, for the purchase of the owner, we give:

Service 1: Car owners who register in front of the booth on the same day will be rewarded with 500 yuan vouchers, which can be paid in cash when buying a car. Service 2: On the same day, the technical experts of the service station provided community car owners with many free services, such as free inspection, free tire pressure inspection, free addition of engine oil, free addition of glass water and free addition of antifreeze, and handled a 60% discount maintenance membership card on site.

Effect estimation of intransitive verbs

1, the audience will have a deeper understanding of the public, the brand image will be enhanced and the sales volume will increase.

2. The advance payment will also be very popular.

Seven, the route of transmission

1, print media: newspaper company

2. TV media: * * TV news

3. Online media: publicity of major web pages.

Eight. Integration of resources

Share customer resources with wedding photo studio, furniture, real estate and other industries, carry out large-scale joint exhibition activities, and make full use of resources from different industries to achieve a win-win situation.

Nine. budget

Creative modification of activity plan 1500 yuan.

On-site control and interaction with users at the event site 1000 yuan for on-site publicity and coverage of 500 yuan.

Case 5 of automobile theme activity planning I. Activity background

In order to make better use of the traditional Spring Festival and carry out holiday marketing, a warm-up activity with the theme of "Welcome the New Year with a big gift and buy a car for seven days during the Spring Festival" was planned. The event was held in 4s stores, with the purpose of attracting new and old customers to 4s stores during the Spring Festival, increasing the number of customers in 4s stores and promoting the New Year Festival transactions.

Second, the purpose of the activity

Through this activity, relying on the 4s store, we can gather popularity for the brand, enhance brand image, expand popularity, facilitate customer transactions, increase sales, stimulate sales, increase passenger flow, reduce inventory, narrow the distance between consumers and car purchases through activities, and improve the brand image of the 4s store.

Third, the theme of the event: Hao Li welcomes year of the snake to buy a car for seven days during the Spring Festival.

Activity time: 20xx February1-February 23rd.

Venue: Exhibition Hall of 4S Store.

Target audience: old customers who have bought cars and potential customers who are interested in buying cars.

Iv. activity evaluation

During the 1. activity, each sales consultant will be assigned 5 cars and the number of customers will be 20 batches. If the order is not completed or 80% of the customer's reservation target is deducted, 200 yuan/person will be deducted.

2. Award for reaching the standard: The sales consultant who sells 5 cars during the activity will receive 600 yuan Award.

3. The sales consultant who sold 7 cars during the activity rewarded 900 yuan.

4. The sales consultant who sells 10 vehicles during the activity will be rewarded with 1600 yuan.

5. Sales Champion Award: During the activity, more than 65,438+00 vehicles were sold, and the sales consultant ranked first was selected as the sales champion of this activity, and the gift card 200 yuan was awarded.

6. Team Completion Award: The team will be awarded 20xx yuan for completing the sales target of 24 sets in this activity.

Verb (abbreviation of verb) activity content

1. Invite old customers to re-enter the store, inspect their vehicles, ensure that their vehicles can be used normally after the Spring Festival, and give holiday gifts (paper bags and paper pumps).

2. Give 1 "My car nanny" gift package immediately after buying a car. The driver's license of the registered owner's immediate family is free of charge 1 time, and the automatic car washer is free of charge1time. This clause is valid for 1 year from the date of car purchase registration.

3. During the activity, all car buyers can participate in the lucky draw. The winning rate is 100%: 2 first prizes: 1 Apple iPads with a value of 5,000 yuan (a prototype is placed on the podium). 5 second prizes: value 1000 yuan gift package. Third prize 10: prize (1 fashion electric fan). Lucky Award: Automatic Car Wash Machine 1 Free Car Wash Service.

4. The test drive is polite. 1 piece of foam cleaner or 1 bottle of edible oil should be registered for the test drive.