How to write the plan book for the literary competition? Kneel and beg

Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it to deal with inventory, increase sales, attack competitors, launch new products, or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.

second, the target of the activity

is the target of the activity for everyone in the market or a specific group? What is the scope of activity control? Who are the main targets of promotion and who are the secondary targets of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

iii. activity theme

in this part, we mainly solve two problems, namely, determining the activity theme and packaging activity theme. Price reduction, price discount? Gifts, raffle, gift certificates? Service promotion, demonstration promotion? Consumer credit, or other promotional tools? What kind of promotional tools and themes to choose, we should consider the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotional expenses. After determining the theme, it is necessary to "pull the tiger skin as a banner" as artistically as possible, dilute the commercial purpose of promotion, and make the activity closer to consumers and more impress them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple promotion action as a caring action to safeguard consumers' rights and interests, but it could not be used for reference. This part is the core part of the promotion plan, and we should strive for innovation to make the activity shocking and exclusive.

IV. Activity Mode

This part mainly expounds the specific ways to carry out activities. There are two key issues to consider: First, determine the partners. Pull the government behind you, or hang up the media's "sheep head" to sell your own "dog meat"? Do manufacturers act alone, or join hands with distributors, or jointly promote sales with other manufacturers? Cooperation with the government or the media will help to take advantage of the situation and create momentum; Combining with distributors or other manufacturers can integrate resources and reduce costs and risks. The second is to determine the degree of stimulation. In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target audience. The higher the degree of stimulation, the greater the reaction to promote sales. However, this kind of stimulus also has marginal effect, so it must be analyzed and summarized according to the promotion practice, and the appropriate stimulus degree and corresponding cost input should be determined in combination with the objective market environment.

V. Time and place of activities

Choosing the right time and place of promotional activities will get twice the result with half the effort, while choosing it improperly 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 the timing and place of launching the promotion campaign is very important, but also how long it will last and the effect will be the best. If the duration is too short, repeated purchases will not be realized during this time, and many benefits that should be obtained will not be realized; If it lasts too long, it will cause high cost and the market will not be hot, and it will reduce the value of customers.

VI. Advertising cooperation mode

A successful promotion activity needs all-round advertising cooperation. What kind of advertising creativity and expression methods do you choose? What kind of media hype do you choose? These all mean different audience arrival rate and cost input.

VII. Pre-preparation

Pre-preparation is divided into three parts:

1. Personnel arrangement

2. Material preparation

3. Experimental scheme

In terms of personnel arrangement, "everyone has something to do and everything is managed by someone", with no gaps or intersections. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for the distribution of gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will get into trouble when you get cold feet and lose sight of one thing and lose sight of another.

in terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise it will inevitably lead to a hectic scene.

More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill in a questionnaire or try out a scheme in a specific area.

VIII. Mid-term operation

Mid-term operation is mainly about 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, detailed regulations should be made on all aspects of discipline of the participants.

on-site control is mainly to arrange all links clearly, so as to be busy and orderly.

at the same time, in the process of implementing the plan, the scope, intensity, amount and focus of the promotion should be adjusted in time to maintain the control of the promotion plan.

IX. Post-extension

Post-extension is mainly a matter of media publicity. How will the event be followed up in which media? Melatonin is a master in this respect, and even a less successful promotion will be fired in the media with unprecedented pomp.

X. Expense Budget

Without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the reason why the "Sunshine Action Plan B" of Aiduo VCD ended in failure was that there was no budget in terms of expenses. It was not until after the event 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 make it impossible to continue outdoor promotion activities. Necessary human, 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 successes and failures from the aspects of stimulation degree, promotion opportunity and promotion media.

the above twelve parts are a framework of the promotion plan. In actual operation, we should boldly imagine, carefully verify, analyze, compare and optimize.