4S store activity planning plan

4S store activity planning plan (1)

Activity time: ####年##月##

Activity location: #### ###**

Event object: Invited guest list: omitted

Event unit: Organizer: ##### BYD Auto 4S store

Planning unit: Newcomer Theater Celebration Etiquette Co., Ltd.

1. Purpose of the event:

To highlight the brand's technical advantages - using products, services and culture as the breakthrough point to shape the overall brand of BYD Auto. Comprehensively demonstrate the technical advantages of its products and services.

Reveal the brand personality and boldness - the grand and unique opening method shows the distinctive personality of BYD 4S store and the boldness of a big brand. The holding of this opening ceremony will not only allow more groups to understand the situation of JAC Automobile, but also strengthen the image of BYD Automobile in the minds of consumers. At the same time, this opening ceremony will enhance its visibility in the automotive industry.

2. Highlights of the event:

Festive and grand performance - lion dance team performance

Product experience - test drive of new models. Product analysis - test drive service consultation, free vehicle inspection. three. Opening celebration activity process

(1) Advertising in surrounding neighborhoods:

1. 18 urban advertising banners (urban streets ##@@, etc.)

2. Tour bus promotion (in urban areas and surrounding towns, prepare relevant materials 3 days before the event)

(The above must be installed and prepared 3-5 days before the event)

(2) Stage setting:

1. Stage (leader’s speech, ribbon-cutting, lion dance performance)

2. Professional audio equipment (sound effects at the event)

3. Host a KT board and a pot of flowers (leader’s speech)

4. Cold fireworks group 2 (leader announces the opening and ribbon-cutting ceremony)

(3) Atmosphere layout of the celebration venue:

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Outside the store:

1. BYD flags with BYD’s logo are displayed on the sidewalks and flower beds (to heighten the atmosphere of the event and attract passers-by)

2. 15-meter air arch (4S The establishment of the entrance and exit of the store highlights the excitement of the opening ceremony)

3. Two 6-meter Chinese watches (both sides of the arch make this event more grand)

4. Hanging floating balloons (Attract peripheral eyeballs to the center highlight).

8. Banner hanging (exaggerating the warm atmosphere of the event)

9. Tent setting up (sign-in desk and leadership seat)

10. Beach chairs (leading guests) The seats are placed to make the scene orderly)

11. Opening flower baskets (placed on both sides of the gate)

12. Red carpet laying (from the sign-in stage to the gate)

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13. Set up the check-in desk in front of the door. Have a pot of flowers at the sign-in desk, and prepare sign-in paper and pen, as well as a corsage.

14. Royal salute (leaders announced the opening)

15. Remote-controlled courtesy cannon (leaders and guests cut the ribbon).

16. A balloon arch at the door (to highlight the festive solemnity of the event)

In-store settings:

1. Set up a clearly marked reception desk at the door to inform guests entering the venue Provide event promotional materials, gifts and souvenirs.

2. Set up greeting and sales staff (leading guests)

3. Set up rest areas in relevant areas, staff internal staff and distribute gifts and promotional materials

4. Car display area, vehicle display and sales staff provide consulting services.

5. Wall balloon flower decoration (to embellish the atmosphere of the event)

(The above banners, inflatable arches and Huabiao balloon arches are decorated the day before the event)

IV) Activity process on the opening day:

Preparation before the ceremony:

1. Inspection of the power cord in the stage area.

2. The lion dance team arrived at the scene.

3. Moderator.

4. Leader’s speech.

5. Ribbon-cutting tools.

6. Courtesy cannons and firecrackers.

7. The hostess wears a shoulder strap and prepares to welcome guests.

8. On-site staff, salute gunners and sound engineers.

9. Security personnel, on-site order and vehicle parking.

10. News media.

11. The employees of JAC 4S store are uniformly dressed and enter the store in order.

4S store activity planning plan (2)

1. Stage design and construction - stage rack, stage background, table carpet.

2. Lighting and sound:

Lighting: Lighting is an important part of the performance space. It is a comprehensive visual environment for the characters and specific scenes required according to the development of the plot. Lighting design, and artistic creation that purposefully reproduces the design intention to the audience in a visual image. We should comprehensively and systematically consider the spatial modeling of characters and plots, strictly follow the modeling rules, and use modeling techniques well.

Sound: The artistic effect of sound is displayed as the performance progresses and the atmosphere continues to change. Balanced and natural sound quality is our goal. The soaring treble of the rotary wood horn, the true and pure audio display, is transparent and clear, not harsh. ( ) The sound processing can be more precise, detailed and accurate.

According to the development of the plot, we conduct a comprehensive visual environment lighting design for the characters and specific scenes required, and purposefully reproduce the design intent to the audience in a visual image. Use light color and its changes to display the environment, render the atmosphere, highlight the central character, create a sense of stage space and time, and shape the external image of the stage performance.

3. Air column arch: span 8m, 10m, 12m, 15m, 18m, 20m, color: red, yellow, blue, green, orange, rose red. The specifications, colors, quantities, printing and patterns required of Jiayuan Communication Arch can be customized according to customer requirements; styles include Double Dragon Arch, Pisces Arch, Cartoon Arch, etc.

4. Laying the entrance carpet

5. Putting colorful flags on both sides of the entrance

6. Preparations before the start of the celebration:

Set up the rear of the stage Place chairs, tables, tea, and guest name tags.

Prepare the props for the Lions team to pick green grass (hang them up).

Place the flower baskets sent by the congratulatory units.

Equipped with sound and microphone (debugging is normal).

The hostess stood on both sides of the carpet with a smile on her face.

The lion dance team is ready.

The musicians are ready.

7. Leaders enter the venue

When the leaders enter the venue, the etiquette lady leads them to the stage and takes their seats and puts a corsage on them.

8. The celebration begins

1. The host announces the official start of the XX4 store opening ceremony, introduces guests, and reads out congratulatory messages and letters from units.

2. Congratulations from leaders

The host introduces a certain leader A’s speech, leader B’s speech, and leader C’s speech

3. Dotting the eyes for the Lions team

The host asked a certain leader to dot the eyeballs for the Lions team.

The hostess added the finishing touch with a plate.

The leader nodded, the lion danced, and the band played music.

4. The host announced the list of ribbon-cutting leaders

The etiquette lady carried the ribbon-cutting ribbon on a tray to the stage, and lined up Leader A to unveil a certain 4S store in person

The leaders cut the ribbon

Fireworks and colorful smoke were set off on both sides of the stage at the same time.

5. The lion dances and the band plays music. The leader takes his seat again to watch the lion dance. As the music reaches its climax, the host announces that the lion team will start picking green flowers. Then the fireworks are set off. The lion team withdraws and the musicians continue. Play.

6. The host announced the end of the opening ceremony

The etiquette lady led the leader off the stage

4S store activity planning plan (3)

In December 2019, the new 4S store opened. It has only been more than two months ago. In the minds of Liuyang people, there is generally no impression. The popularity is not enough, so the sales volume has not increased. Dongfeng Nissan New Sunshine and "Urban Nomad" Qashqai are the two main brands of Dongfeng Nissan series cars. The market response is relatively good and the reputation is also good. The popularity and brand recognition of the entire Dongfeng Nissan series are very good. The head office's The advertising strategy has been rolled out across the country. The focus now is on the sales of the Liuyang West Station 4S store. To solve the local sales, especially the new stores, I think one thing must be solved first: popularity. Popularity drives sales and reputation! Therefore, the following planning is all based on this plan.

Core planning

1. Premium gifts (5,000--15,000 yuan), which is a major trump card to attract car buyers;

2. Low down payment, Buy a car with the marketing strategy of low daily supply. For example, Qashqai, taking the manual standard 2-wheel drive priced at RMB 160,000 to RMB 780,000, requires a down payment of RMB 60,000 and a loan of RMB 100,000. The minimum down payment for a new Sunshine mortgage is 1/4 (minimum first installment is 19,950 yuan), etc. The manufacturer should have policies;

3. Exemption from car purchase tax and get a license plate;

4. 3 8 is Women’s Day, and women can enjoy several discounts when buying cars with their ID cards.

5. Free inspection, free maintenance for less than 200 yuan, 200-500X discount, etc.; 500-1000X discount, VIP club membership card, etc.;

6. Test drive, Invite reporters and business owners to test drive, clear the way for news, cooperate with activities, and publicity methods after advertising breaks;

7. Community tour;

8. Send text messages to China Mobile and China Unicom Query users who spend more than 200 yuan per month and send SMS notifications;

Planning goals

Near term: drive the popularity of the West Station 4S store through a series of publicity and expand its popularity.

Long term: Expand sales and occupy the top spot in the car sales field in Liuyang County. One in 10 cars on the road is sold by our store.

Advantages and Disadvantages

This project can be said to have outstanding advantages and disadvantages.

Advantages:

(1) Dongfeng Nissan series car brand recognition is very good, and the manufacturer’s advertising is in place;

(2) New Sunshine is priced at 8- 120,000, Qashqai 120,000-220,000, the price range basically covers the consumer purchasing power of Liuyang County;

(3) Activity highlights: March 8 is Women’s Day, focusing on women’s car buying, curve sales car.

(4) The new store has opened, with many discounts and benefits, which is very attractive;

(5) The new store is located in the direction of Taiping Bridge of Liuyang West Station, and is surrounded by Xiyuan Pavilion and New Century in the surrounding communities. Garden, Sunshine Home, and Ideal Home are all mid-range communities with great purchasing potential.

At the same time, it is close to Liuyang Tobacco Monopoly Bureau, Electric Power Bureau and West Bus Station;

Disadvantages:

No visibility, no bright spots, no popularity, no sales; the manufacturer's monthly marketing expenses are not high ; The cost of opening a new store is large, and the income and expenditure are unbalanced;

Countermeasures: Use popularity to drive sales, use sales to divide people, and use services to drive word-of-mouth publicity.

Market Analysis

Liuyang County is one of the four counties in Changsha. Its economic level is generally higher than the other three counties, and its purchasing potential is great. At the same time, Liuyang’s economic advantage lies in the fireworks industry. output, so the main force of car buyers are business owners, private owners, and government officials. As long as promotion and relationship maintenance are done well in this area, sales should not be a problem. Take the collective car purchase incident of Dayao fireworks owners as an example; the grassroots government Most officials are born in the 1980s and have advanced consumption concepts, so the policy of zero down payment or low down payment on loans is still very attractive;

Publicity model

By the end of February On March 8, all funds and resources will be pooled to conduct a community tour, with free car inspections and invitations for test drives by celebrities to assist in the Women's Day publicity campaign between March and August. In terms of advertising, we use mobile advertising on buses and publicity in major traffic areas in the county; cooperate with China Mobile and China Unicom to inform the content of the event through text messages;

Basic model: event opening advertising combined with news assistance

1. Activity leadership: It is best to go to some towns and villages with high consumption potential to conduct tours, free inspections, and test drives. Be specific.

2. Advertising cooperation:

1. Purchase the main bus body advertisements in the county for 1 month.

2. Purchase the sword flags on the main streets for 15 days and hand them over to the advertising company.

3. Send text messages;

4. Print exquisite brochures and place them in various stores to let most businessmen know. Send out exquisite DMs to put advertisements in the car;

5. Hang banners for government agencies and commercial communities.

Three. News Auxiliary: Women's Day discount, test drive.

“Activities open the way, advertising cooperation, and news-assisted publicity advantages

(1) Advantages of using news reports for publicity: wide reading (watching, listening) and high credibility , easy to attract attention, easy to be remembered by the audience, and particularly effective in building the brand. Another biggest benefit is "saving money"

Disadvantages of news reports: It is generally difficult to introduce the specific content of the product in detail, including Specifications, prices, etc.

(2) Advantages of advertising: As long as it does not violate relevant legal regulations, you can introduce your products in a comprehensive and detailed manner

Disadvantages of advertising: It is too expensive High, little love, poor credibility, low attention.

(3) Activities:

Advantages of activities: Activities can incorporate a lot of news and advertising content. It is concrete and on-site, and many activities are news in nature, so they can effectively cooperate with publicity.

Disadvantages of activities: high investment and difficult to organize.

Conclusion:

The "News Report Activity Advertising" model can effectively combine to make up for their respective shortcomings and achieve the greatest publicity effect with the least investment.

Promotional concepts and ideas

There must be levels and main directions, not all at once.

The first stage: the debut period.

The main purpose is to enhance the public’s awareness of the advertising text messages on the bus body. Kicks off.

The second phase of promotion period

Planning key points, planning community tour activities, free testing and trial driving activities to drive sales benefits.

The third stage: the strengthening period

Focus on discounts on car purchases, send text messages during concentrated periods, vigorously promote discounts and premium gifts at exhibition tours, print leaflets, and conduct a large number of Posted mainly to people with cars;

The fourth stage: news assistance

News reports are linked to Women’s Day on March and August, and the specific operations are done by yourself.

Implementation Principle

In planning and implementation, a principle of combining planning and flexibility must be grasped. You must be better than others in service, report problems immediately, change original plans, and capture every customer.

In the process of publicity, sales promotion activities and advertising promotion of the "Two Ones" project, two Ones projects should also be established. The two Ones are:

(1) Establish and improve an excellent team that can quickly respond to market turmoil to identify and feel.

(2) Invite a ceremonial team and a military band for the tour event. Either don’t do it, or if you want to do it, create a sensational effect, set up a booth, and keep up with sales.