How to write a summary of promotional activities in shopping malls?

Shopping malls often attract customers through promotional activities. We can learn from them and find out the shortcomings of the activities by summing up the promotional activities. The following is "How to Write a Summary of Shopping Mall Promotion Activities" compiled by me for your reference only. Welcome to read it. How to write a summary of the promotion activities in shopping malls

1. Review the goals

1. What was the goal set at that time?

2. to what extent are we doing now?

3. What is the status of the comparison between the current results and the target?

Through the above three questions, we can find out the status quo of achieving our goals and find the gap between the results and the goals.

second, the evaluation results

present the data results related to the activity goals at the time of summary, and analyze whether your activity is successful or not through the data.

Third, analyze the reasons

Analyze the data obtained, such as how many users have increased in this activity, and what is the time distribution of such user growth, what events occurred at the time point with the most growth, and through which channels most users came; Conversely, it is also possible to present the growth and changes corresponding to the time when publicity resources are put in advance to see if any part is not implemented in place.

deeply analyze the root causes of success or failure, and put forward some assumptions according to the differences between the existing goals and results, such as:

Is the activity form not attractive enough?

or did you not choose the best launch time?

or is there something wrong with the promotional copy that failed to impress users?

With these assumptions, we need to verify them. There are three commonly used verification methods:

a. Pass data verification;

B. Change the variables and try again (a small number of attempts can be made);

C. user survey, to understand the user's experience and confusion in the process of user conversion, and to find out the bottleneck of conversion rate.

iv. summing up experience

the core purpose of summing up is to learn lessons from actions and put them into subsequent improvement. Therefore, it is also the most important step to determine the key reasons leading to the success or failure of the operation and find out the solutions. In addition to solving the problems found at the moment, we need to prevent them before they happen.

The activity process is always full of variables, avoiding all mistakes may not necessarily lead to success, and copying all successful experiences is not a panacea.

Accumulate and learn enough experience to ensure that you can be comfortable in any operation scenario and do better for the next activity. After all, the routines we can learn are just references, and our own experience accumulation is the most important, and activity summary is definitely one of the most effective ways to accumulate experience.

5. Key points of effective summary

1. After the activity is over, the activity should be summarized as soon as possible, so that the implementation details and user feedback of many activities can be vividly remembered, and the reliability of summary is relatively high.

2. Analyze each other honestly, neither shirking responsibility nor belittling ourselves, and present a complete and true activity process as much as possible. Each participant has an equal right to speak and can truly express his ideas.

3. It is very important to have a special person to control the time and record the key points. In addition, the key points should be recorded to record the next action and experience summary, which is conducive to the planning of the next event more perfectly. Summary of promotion activities in shopping malls (I)

This promotion is from 2xx to 2xx, and * * * is xx days. It is understood that Shangchao has a certain growth compared with the same period of last year. The sales volume is mainly driven by the key stores of Shangchao such as xx and xx, and the effect of the activity plan is average.

According to the market, the whole Shangchao red wine market in xx has shrunk to some extent this year, but it is mainly reflected in the gift box. Through the adjustment and improvement of product structure last year, the maintenance of store customer relationship, the construction of sales promotion team, and the cooperation with dealer's activity plan, our shopping mall has achieved certain results.

the promotion activities are mainly divided into four categories:

1. On-site special sales

It mainly reflects that the xx system has 12 items, and the cumulative number of special sales of items is 18 times. This form of activity caters to the psychological needs of ordinary customers, and the market response is good, which effectively drives sales to a certain extent. But at the same time, there are some negative effects, which reduce consumers' brand loyalty; Increase consumers' sensitivity to price; Affect consumers' recognition of the quality of goods.

2. Stack head and end shelf

Stack head and end shelf are not only reflected in sales, but also in his publicity and display, attracting customers, thus guiding customers to such goods or matching products. During the whole Spring Festival, the stacking heads and end racks of our shopping malls in supermarkets failed to be put in place one by one according to the original plan, but several key stores have been supplemented one after another, which has also played a certain role in promoting publicity and sales.

third, the last issue

a single product advertising, both special price and publicity. My shopping mall products mainly made two single items, xx. This form of activity has effectively increased sales and increased the credibility of customers. According to the actual situation of the store, customers at xx site have a certain amount of self-ordering.

4. Cash back

Cash back activities are also an indirect profit-making promotion method. Although the superficial value is small, it is the most affordable promotion for consumers. During the whole activity, the products in our shopping mall are mainly aimed at individual items, and the cash back procedures for individual items are troublesome, and only for stores with promoters, with a relatively small audience. The overall quota promotion cashback is relatively weak.

in a word, we should flexibly grasp the advantages and disadvantages of each activity form, proceed from the actual needs of customers, make full use of its advantages and avoid disadvantages, so as to make a cultural plan and realize the pattern of synchronous development of sales volume and brand.

At the same time, the competition in xx market is extremely fierce, especially the three major brands of xx, which are deeply rooted in xx area and have been subconsciously formed in customers' minds. In every peak season promotion activity, high-cost investment (stacking, shelving and publishing in each store), crowded tactics for key stores and personnel coverage for sub-stores are adopted, the promotion method is flexible, the main products are prominent, and the gift box is updated quickly, which is in line with the market reality and caters to consumers.

Through observation and understanding during this period, I feel that the whole activity is quite successful, but from my personal point of view, there are still some shortcomings. I will talk about my views from the following points:

1. Negotiating with the system, the information of our store staff is closed, and I have not learned the first-hand information. As a result, the whole decision-making process takes a long time and is in an undecided state, so it is difficult for Shangchao system and dealers to come up with a plan in a short time, which has a great impact. In view of this, it is very important that we should adopt which model when making promotion plans in the future.

2. The product price system of our shopping mall is incomplete, which is manifested in the fact that a single product costs more than twenty or thirty yuan, so it is impossible to do activities. xx and xx both cost more than twenty yuan, and the thirty yuan is blank, so it cannot be filled. We should further increase the price of single products between 2 and 6 yuan, especially between 3 and 5 yuan, and use single products with high ex-factory price in the way of low profit of dealers, so that consumers will benefit and the price of a single bottle will increase relatively. The price of gift boxes is sold around 9 yuan, but the price of gift boxes in our shopping mall is very high, coupled with the lack of brand promotion, we can't go.

3. Promoters, especially temporary promoters, should strengthen their training, especially in wine knowledge and personal store behavior. As a supplement to emergency personnel, temporary promotion should be prepared in advance. It is suggested to strengthen the training of products and sales skills before the arrival of the peak season, especially to receive and guide customers in the store. We should strengthen communication and summary with the long promotion. If necessary, we can adopt the way of long promotion with temporary promotion, study for a period of time, and wait until the peak season before assigning to each specific store.

4. In addition to further strengthening the daily maintenance of key stores, we should also strengthen the sales of sub-stores, especially in the peak sales season, so as to boost the overall sales. At present, in the whole xx supermarket, the sales of key stores account for a large proportion, but other sub-stores still have a certain amount of passenger flow, especially in the sales season, which is worthy of attention. It is understood that our wine has a certain self-flow in these stores during the peak season. If we increase investment in these stores, especially in the peak season, it will greatly boost the sales of this store.

5. In view of the off-season, we should focus on maintaining market share, increase in-store advertising such as stacking heads, shelves, and periodicals to guide sales, and gradually shift the demands of product functions in peak season to focus on brand recognition, so as to strive that advertising in off-season can horizontally improve the popularity of wine products in shopping malls and meet the arrival of sales peak season. Only in this way can we better lay the foundation for increasing sales in the peak season and cultivate the customer base for the brand for a long time.

in the shadow of xx, it is difficult for us to sell every bottle of wine. Therefore, we must further innovate our marketing ideas according to the specific market conditions and our own actual situation. Make the work thorough, detailed and precise, further improve the work efficiency, and do our work well in product display, store customer situation, product structure and promoter management. Summary of promotional activities in shopping malls (II)

xx special marketing activities in xx have been successfully concluded. After the xx marketing mobilization meeting was held in the Municipal Bureau, the leaders of our bureau felt that the task was arduous, and immediately held a meeting of managers above the director of the center to study and formulate detailed marketing plans, and formed a marketing team dominated by bureau leaders, carrying forward the spirit of "bright sword", turning pressure into motivation, overcoming difficulties and taking the initiative to attack. By the end of September, * * * had achieved xx sales of RMB 1,, accounting for xx% of the plan issued by the Municipal Bureau, and won the marketing campaign. The marketing activities of homesickness month are summarized as follows:

1. Seize the market based on the word "early"

When the traditional xx Festival is coming, all major businesses want to seize this market. If they want to get the largest share in this limited market, they must make early arrangements, start early, and make good marketing preparations in combination with previous years' experience. Only by knowing ourselves and knowing ourselves can we win a hundred battles. For this reason, our bureau organized personnel to conduct a detailed investigation and study on the market to understand the psychology of customers and the uses and needs of xx.

second, increase publicity and create an atmosphere

publicity is the key to the effectiveness of marketing. In order to achieve the ideal publicity effect, a detailed publicity plan has been formulated.

First, the xx product promotion meeting was organized and planned to introduce the manufacturers and the characteristics of different products to customers in detail. The atmosphere at the meeting was warm, and three customers reached the order intention on the spot, which laid the foundation for the next marketing activities.

Secondly, by means of newspaper clipping DM postal advertisements, posting posters, hanging banners in front of the business hall, floating characters on electronic screens and TV, the publicity atmosphere was created to achieve the purpose of publicity, which made it a household name and improved the perception of xx activities, and made good preliminary business promotion for the delivery and sales market.

third, accurate positioning and classified marketing

according to the characteristics of county economy and different customer groups, formulate corresponding marketing plans.

First, divide the products into three grades: high, medium and low, and carry out carpet marketing for various institutions, enterprises, factories, mines, schools and other units;

The second is to adopt the method of target claim, entrust acquaintances and find relationships, and make full use of personal connections to introduce recommended products to customers for marketing;

the third is to introduce and recommend employee welfare products to customers by visiting big customers during the holidays;

fourthly, the salesperson takes the spirit of saying one more word, and loses no time to introduce the business to users with the words "buy xx, send affection for free" and "send lovesickness in the bright moon, send true feelings in a thousand miles", so as to guide users to buy products and increase the delivery business volume.

iv. leaders take the lead and take the lead

since the launch of xx activities, bureau leaders have taken the lead, threw themselves down and charged at the front line of publicity and marketing. Take promotional materials and product samples respectively to publicize, tackle key problems and market the subscribed units one by one. Seeing the directors visiting in person, the leaders of all units were deeply moved and tried their best to order products. This spirit of the leaders also deeply touched the employees. Some managers and employees volunteered to join xx marketing activities, which formed a competitive marketing situation and achieved good marketing results.

V. Give full play to advantages and combine marketing

Facing the fierce market competition, make full use of our unique resource advantages of xx, and play the trump card of buying xx greeting cards, New Year calendars and corporate image brochures, that is, if the order of xx is more than 1, yuan, we will make the corresponding boxes of xx greeting cards for them free; For those with more than 5, yuan, make corresponding boxes of New Year calendars for them free of charge; More than 1, yuan, make a corresponding number of corporate image brochures for them, and the content is selected by them. This move has been recognized by customers.

Although we have made some achievements in this xx marketing activity, there are still many shortcomings, and there is still a certain gap from the requirements of rapid development. We must sum up our experience, foster strengths and avoid weaknesses, learn from the well-developed brother bureau, and strive to achieve the goal of effective and rapid development!