Promotion plan plan

Promotional activity plan book

Can you write a promotional activity plan book? Time flies so fast. A period of work has come to an end. We will be exposed to new knowledge, learn new skills, and usher in new work goals. We must formulate future work methods and write a plan. . What issues need to be paid attention to when writing a plan? The following is a promotional activity plan I compiled, I hope it will be helpful to everyone.

Promotional activity plan 1

National Day promotional activity plan

1. Purpose of the activity:

In order to seize the National Day 7 During the big holiday, we can use powerful promotional activities to drive customer flow and expand the popularity and market share of Fucheng Department Store, so that the peak season sales will have a good start and lay the foundation for the completion of the tasks throughout the year. We have specially formulated Plan as follows.

2. Activity theme:

On National Day, meet in prosperity and surprises

3. Activity time

Supermarket on the first floor, Special price period for laundry detergent supermarket on the first floor: October 1st---7th

Discount period for wearable products on the second floor and above: September 28th---October 7th

4. Activity content:

1. Supermarket rush buying style

Person in charge:

More than 10 kinds of ultra-low-price products are launched every day, with limited quantities starting from 12 o'clock Buy while supplies last.

Every day, pop-up displays are used to mark the prices of ultra-low-price products in front of the mall. There is a notice board on the first floor to inform customers of the specific contents.

2. Washing special offers

Person in charge:

Mainly in the form of free gifts, with product illustrations displayed in front of the door, with the original price and Special offer. (Expenses borne by merchants)

3. Discount promotions for wearable products:

Person in charge: managers of each floor

Specific content:

1). Event time: (September 28th---October 7th)

2) All merchants participating in the event will deduct 13 points during settlement, excluding tax. Specific products and discount range: 50-55% off on shoes and hats, 52% off on bags and bags, 55% off on men's clothing on the second and third floors, 35% off on casual clothing on the third floor, 40% off on women's clothing on the 4th floor, and 35% off on knitting on the 5th floor.

3) Merchants who do not participate in this event will deduct 3 points on top of the original deduction points.

4) Merchants with 1% advertising fee in the original contract will not receive any additional deductions.

5) Each floor is required to report the specific merchants’ participation in this event and their non-participation to the business department before the 26th.

4. Looking for lucky customers: your luck, my happiness

Responsible department: Business Department, gift provider: Washing Supermarket, supermarket on the first floor

Gift delivery is divided into three periods: 11:00---1:00, 3:00---5:00, 7:00---9:00

Customers must present valid documents at Register and collect at the main station. Limited documents include: ID card, household registration, police officer certificate, non-commissioned officer certificate

If the customer is born in October, a gift worth 2 yuan will be given.

If you are a customer born on October 1st, you will receive a gift worth 5 yuan.

If the customer was born in 1949, a voucher worth 30 yuan will be given.

If the customer’s name includes the words “National Day”, a voucher worth 50 yuan will be given.

If you are born on October 1, 2049, and your name includes the words "National Day", you will receive a voucher worth 1,000 yuan. (Limited to one person per day)

5. Activities in front of the door:

1. Before the 26th, each department will report the specific situation of the manufacturer’s promotional activities so that the planning department can make unified arrangements to ensure that the mall There are promotions every day in front of the door to create an atmosphere and boost popularity.

2. It is recommended to hold one or two clothing exhibitions, focusing on autumn and winter men's and women's clothing or thermal underwear. Details are attached with the program schedule.

3. A grand flag-raising ceremony will be held on the morning of October 1st. All employees on the morning shift must participate and arrive on time at 9:30. At 9:45, each department organizes a formation of employees in work clothes. Participate in the flag-raising ceremony in front of the door. The security department is responsible for the flag-raising ceremony.

6. Carry out the excellent service mobile red flag evaluation with the theme of "Sending Warmth and Presenting True Love"

Mainly based on stance, positioning, positioning, and three-tone service as the entry point, unified Say "Hello, welcome to Fucheng Department Store!" and say "Welcome to visit us next time." The specific plan will be formulated and issued by the sales department.

7. Media placement

September 26th Metropolis Daily: a quarter of the black and white version is 6,500 yuan

September 30th Evening News front page: two cents One color version is about 5,250 yuan

It is recommended that the advertising time span be increased accordingly.

8. Store decoration and layout

1. Outside the store:

A large cloth label of 20m*10m costs about 1,800 yuan

A large inkjet print of 3.6m*2.4m costs 130 yuan

Four lanterns are hung at the door with the content "Long live the motherland or celebrate the National Day" ",

There is one label, the content of which is mainly about celebrating the National Day.

Arches, balloons, and performances are provided by merchants.

2. In the store:

1) The middle hall is mainly woven with colorful chains of balloons. Approximate cost: 3,000 yuan

2) Due to the layout adjustment, Xihua moved to the first and fifth floors to add cloth business items. The existing content of the shopping guide on the first floor does not match the actual content. In order to facilitate customers' shopping, We are now applying to replace the first floor guide sign and the fifth floor water sign. Cost: about 50 yuan

3) Replacement of the "Large Supermarket" brand, due to bubbling, deformation, layout adjustment (washing has been moved to the first floor) Specification: 6.6m*1.8m Cost: 190 Yuan

4) In the middle hall of each floor, hang inkjet paintings with the content of the discount range of the corresponding products.

Approximate cost: 350 yuan for 4 strips (can be used for a long time)

9. Cost budget:

1. Giant cloth label 1,800 yuan (including production and Publication fee)

2. Floor printing 350 yuan

3. Large-scale printing 130 yuan

4. Balloon color chain 3,000 yuan

5. Fashion show 4,000 yuan (one session)

6. Media 20,000 yuan

September 30 evening newspaper half color version 6,500 yuan

9 The 1/4 black and white edition of the Metropolis Daily on October 27th is 2,750 yuan

Considering that major newspapers will be closed from October 1st to October 7th, in order to prevent advertising from being interrupted and affecting sales, it is recommended that It will be broadcast on a rolling basis through radio stations 974 or 929 from September 27 to October 7, 20 times a day for 15 days, 15,000 yuan

7. Supermarket advertising painting: 190 yuan promotion plan plan 2 < /p>

May Day product promotion planning plan

1. Main consumer groups on May Day

1. Wedding consumption (wedding banquet wine, wedding candies and roasted seeds and nuts, Bedding and kitchenware)

2. Long vacation travel consumption (bags, travel bags, photographic equipment, travel supplies)

3. Suburban spring outing consumption (beverages, ready-to-eat foods, leisure Food, outdoor supplies, sporting goods, gardening supplies)

4. Household consumption changes with seasons (summer-cool home textiles are in season, thick-warm home textiles are out-of-season, sunscreen cosmetics are in season, summer-cool home appliances are in season, clothing Collect anti-moth categories, rain gear, condiments)

5. Welfare consumption (group welfare consumption of summer supplies)

Our promotions should always revolve around a concept, "Promotion is not only about selling us The products that can be sold are the products that customers want to buy." Only supermarket promotions that cater to customers' consumption psychology can be successful. Based on this, we must tap the potential of suppliers and rationally organize corresponding promotional product groups based on the needs of major May Day consumer groups.

2. Determine the product promotion time:

Compared with other major festivals, the scale of consumption on May Day is smaller and the demand for goods is narrow, so the May Day promotion period should not be too long. , we recommend between 8-12 days. Considering that some customers will travel on May Day and the time it takes for information to be delivered to customers, it is beneficial to arrange the promotion period from April 28 to May 8.

3. Determine promotional products:

Customers’ basic need is to buy products at the right price, so whether the items and prices of promotional products are attractive will affect the effectiveness of promotional activities. success or failure. Generally speaking, there are four options for promotional products:

1. Seasonal products

2. Sensitive products: Sensitive products are generally necessities, and market prices change greatly and consumers It is very easy to feel the price changes, such as eggs and rice. If you choose this type of product as a promotional product, you may wish to set the price slightly lower than the market price, which can effectively attract more customers

3. Popular products: Popular products generally refer to brand awareness. High, easy-to-substitute products that are ubiquitous on the market. Choosing such products as promotional products can often receive strong support from suppliers. Store promotion activities are combined with extensive publicity in the mass media, such as cosmetics, health products, beverages, Beer, children's food, etc.

4. Specialty products: Mainly refers to products that supermarkets develop themselves, use their own brands, and are unparalleled on the market. Promotional activities for such products should mainly reflect the particularity of the products, and the prices should not be set. Too low but one should pay attention to the consistency of price and quality.

No matter what kind of products you choose as promotional products, you should keep in mind two basic points: first, choose products that consumers really need; second, they can add practical benefits to consumers.

4. Determine the promotion theme and main product groups

The promotion theme is the focus of the supermarket’s appeal to customers and is the main tool to arouse the psychological excitement of customers’ consumption. There are several mainstream May Day promotion themes. The first is the low-price image appeal with the theme of giving away benefits to customers; the second is the new product promotion appeal with the theme of seasonal shopping; the third is the promotion appeal with the main form of promotional activities as the theme. The sloganization of the appeal purpose constitutes the promotional theme in the promotional advertisement. The fourth is the theme of leisure shopping during the long holiday; the fifth is the theme of spring outings and tourism. Such as:

May Day reward surprise shopping spree (significant price reductions on dozens of famous and high-quality products, mainly household consumer goods)

Glory of labor, low prices and courtesy (several discounts on dozens of famous and high-quality products) Significant price reductions, mainly household consumer goods)

Happy long holiday low-price mobilization (travel supplies, drinks, snack foods, ready-to-eat special prices)

Cool summer low-price storm (summer Cool home textiles, cool summer home appliances, sunscreen cosmetics, beverages)

Happy May Day and have a refreshing and refreshing summer (home textiles, home appliances, cosmetics, drinks)

May Day Have fun shopping and win big prizes (prize sales, scratch cards, etc.)

Have fun shopping, eat and get more (game interactive promotion, large-scale tasting, buying and giving activities)

Five , Determine the promotion method:

Promotional method

Promotional methods are divided from the perspective of marketing, generally including personal promotion, advertising promotion, special promotion, public relations promotion, Five types of corporate image promotion:

1. Personal promotion: Personal promotion is a direct promotion method that persuades customers and achieves product sales through verbal publicity by salesmen. The characteristic of personal promotion is that salesmen and customers can have two-way communication, and its promotional effect is closely related to the salesman's selling skills. For supermarkets that implement open-shelf sales, clerks generally do not need to take the initiative to carry out personal promotions. Doing so will affect customers' independent purchase. However, store clerks must also provide necessary help and guidance to customers, and conduct friendly conversations with customers appropriately, that is, they are required to use service and communication as a means to achieve the purpose of promotion.

2. Advertising promotion: Advertising promotion is a direct promotion method that uses various advertising media to deliver consumption information to consumers to promote sales. Characteristics of advertising and promotion: Enterprises unilaterally transmit information to consumers, which is one-way communication, so it is called a "pull" strategy.

Advertising media include: TV, radio, newspapers, magazines; signboards; billboards; street signs; posters; transportation; lighting; windows; packaging; in-store POP; oral publicity or in-store broadcast; demonstration; visual curtain wall; computer network; red cloth strips ; Flyers; posters; DM, etc.

Larger supermarket chains can consider using the four major advertising media, but the most commonly used advertising media for smaller supermarket chains are: leaflets, signboards, billboards, lights, posters, red Cloth strips etc. Divided by promotional themes:

① Commonly used media for opening promotions are: newspapers, flyers, radio stations, vehicles, outdoor red banners, posters, POP, in-store broadcasts, and press releases

< p>　② Commonly used media for annual promotions are: newspapers, leaflets, DM, posters, red banners, POP, in-store broadcasts

　③ Commonly used media for routine promotions are: leaflets, DM, Posters, red banners, in-store broadcasts

④ The media used for competitive promotions are the same as those for routine promotions.

3. Sales promotion, also called business promotion.

It is a auxiliary and temporary promotion method that directly uses benefits to stimulate consumer demand.

Characteristics: It is effective but improper use can also produce negative effects, making customers doubt the authenticity of product quality and price, and devaluing the value of the product.

6. Determine the form of promotional activities:

1. Get a gift with purchase (a purchase of ×× yuan will give you ×× items)

2. Interactive prizes Games (you can participate in the game if you make a purchase of XX yuan in one order, and you can win big prizes if you have high points) (such as rope skipping, leggings running, and fishing competitions)

3. Scratch cards (when you make a purchase of XX yuan in one order) A gift card, scratch it to redeem the prize)

4. On-site food tasting (ask the manufacturer to provide more)

5. Performing Arts (ask the performing arts team to create the atmosphere)

< p>6. Home Alone