Planning scheme of marketing activities for Chinese New Year Festival

In order to ensure a successful activity, it is usually required to make an activity plan in advance. The activity plan is a written plan of the activity, which has the characteristics of clear content and clear steps. So what kind of activity plan is good? The following is the planning scheme of marketing activities for the Chinese New Year Festival, which I collected and sorted out. Welcome to share. Planning scheme of marketing activities for the New Year Festival 1

I. Activity background

Exhibition economy is an economic phenomenon and behavior that brings direct or indirect economic and social benefits by holding various forms of exhibitions and exhibitions. Trade fairs establish a docking platform for businesses and consumers, which is conducive to face-to-face communication between enterprises and consumers, promotes the promotion of brands and products, and ultimately drives the growth of product sales.

The annual Spring Festival is approaching quietly, and the huge market demand for new year's goods is gradually forming. This is the moment when the merchants make great achievements. The new year's goods market has become a battleground for the merchants. The food enterprises under Tong 'an Food Association cover meat products, bean products, grain and oil, cakes, preserves and other industries, and these products are just the "main" products in the new year's goods market. Therefore, it is beneficial to organize the new year's goods fair led by Tong 'an Food Association. For consumers, it can provide greater benefits and convenience for the purchase of new year's goods, which is a win-win and mutual benefit model and can create more social and economic benefits.

in accordance with the relevant requirements of the central government on expanding domestic demand and the Guiding Opinions of the Ministry of Commerce on Doing a Good Job in Expanding Consumption, Tongan Food Association specially planned this new year fair to open up the holiday market, prosper the supply during the Spring Festival and expand domestic demand.

second, the purpose of the activity

to establish a docking platform for food enterprises and consumers to enhance consumers' understanding and attention to local food enterprises; Reverse the situation that the new year fair does not make money and realize a virtuous circle of the fair. By integrating the food enterprises under the guild to do the exhibition of new year's goods, it will not only help to expand the visibility of enterprises, but also bring convenience and benefits to consumers to buy new year's goods, and realize the "four wins" of the government, guild, enterprises and consumers.

III. Activity Orientation

A demonstration and overall marketing promotion activity of Xiamen local brand new year products, which is guided by the government, participated by enterprises and promoted by the media.

IV. Time and place of the event

1. One event on January 29th, 3th and 31st (location: Xiamen People's Hall)

2. One event on February 5th, 6th and 7th (location: Tongan Gymnasium)

V. Theme of the event

Theme: the first famous brand in Tongan District. Organization

Organizer: Tongan District Government

Organizer: Tongan District Food Association, Xiamen Daily

Exhibitors: Yinxiang Group, Wellcome, Haoniandong Rice Industry, Huang Zehe, Xiangyang Square, Zhongsheng, Yingwan, etc.

Supporting media: Xiamen Daily, Xiamen Evening News and Xiamen Business Daily.

Planning and execution organization of Tongan TV Station: Xiamen Dajie Marketing Planning Co., Ltd.

Planner: Wu Chenglong

VII. Campaign promotion

The role of newspaper media should be fully exerted, and the publicity of the whole campaign should be dominated by newspaper promotion, such as using newspaper reports and DM sheets to preheat and inform the campaign before the event; Invite newspaper media to interview on the spot during the activity; Timely follow-up reports in the later stage of the event, such as the selection of "the most Xiamen gift" in the newspaper, are not only an encouragement to exhibitors, but also a publicity to the event itself.

(1) Pre-event

1. Newspaper reports: Before the event, the pre-event is warmed up through newspaper reports to remind the public that the New Year Fair will be held;

2. Insert DM sheet: insert DM sheet in the newspaper in the activity radiation area the day before the activity, and the DM sheet introduces the exhibition enterprises and products, and attach the product promotion strength table; At the same time, there is a coupon on the DM sheet, which can be used for lucky draw. During the activity, consumers can exchange a box of cereal with the DM sheet (5 boxes a day, while stocks last);

3. Online publicity: posting publicity on forums such as Xiaoyu Forum, Yutan Forum and Straits Forum, and publishing information of trade fairs on enterprise portals;

(II) During the activity

1. Shuttle-off in towns and villages outside the island: During the activity, two buses will be chartered, and a large publicity banner will be hung on the car body, accompanied by a publicity broadcast, which will be responsible for publicity around the activity place and pick up and drop off consumers, and can also help consumers deliver goods;

2. Notify the taxi to go to the site by radio: at that time, the popularity of the event site may be relatively high. You can inform the taxi to pick up the consumers at the trade fair site by radio broadcast, which will help to accumulate popularity and alleviate the freight problem;

3. Distribute DM sheets in the radiation area: Arrange five leaflet distributors, wearing red ribbons with the words "Tongan Food Association's First New Year's Goods Touring Exhibition Festival", and divide them into five roads to distribute DM sheets at intersections with heavy traffic or communities around the activity site, and introduce the location and form of the activity to consumers briefly while distributing DM sheets, so as to guide people to the activity site; (The distributed DM sheets can be exchanged for grain strength and participated in the on-site lucky draw, just like the DM sheets.)

4. On-site layout: show the atmosphere of the upcoming Spring Festival with festive layout, and stimulate consumers' impulse to buy new year's goods.

5. Broadcast and publicity: The introduction of the event (recorded in advance) and festive music will be played loudly by audio at the event site to attract passing consumers;

(3) Late stage of the event

1. Selection of "Xiamen's Best Handing Gifts": Set up a column of "Xiamen's Best Handing Gifts" on the DM list, so that consumers can select awards on the DM list after knowing all the merchants and products on the spot, such as: What is your favorite new year's goods? What is the best new year's goods?

2. Only the selected DM sheets can put the sub-coupons (the selection column is on the sub-coupons) into the lottery box to participate in the on-site lottery. After the exhibition, the organizing committee will count the voting results and select the "Xiamen's most accompanying gift", which will be reported and publicized by the newspaper and pave the way for the next round of trade fairs.

VIII. Form of activities

(1) Creating the atmosphere on the spot

1. DM bills are used to "cash in" cereal and draw prizes: during the activities, one box of cereal can be redeemed at the event site with DM bills, 5 boxes per day, while stocks last, and only one box can be redeemed per person; In addition, you can participate in the lottery by putting the lottery ticket on the DM sheet into the lottery box. 1 first prize and a new year gift package worth 666 yuan; 2 second prizes and a new year gift package worth 366 yuan; 3 third prizes, and a new year gift package worth 166 yuan; There are several lucky prizes, and the prizes will be set separately.

2. Set up a bill of lading exchange point on site: During the Spring Festival group purchase, many enterprises will launch bill of lading for the convenience of consumers. Setting up a bill of lading exchange point at the event site can gather these redeemer, improve the popular atmosphere at the scene, and stimulate other consumers' buying impulse when the redeemer shuttles through the scene with big bags and small bags;

3. Product presentation: Each enterprise has a 15-minute opportunity to go on stage to introduce the new year products in each activity. Product promotion will be mainly in the form of speeches, catwalks, quiz and on-and-off interaction.

4. Free tasting: Some products can be tasted for free, which is conducive to accumulating popularity, and consumers are more likely to buy after experiencing the products.

5. Stage performances: singing, dancing, magic, writing couplets, lottery and other performances are performed intermittently on the stage to create a fiery atmosphere at the scene;

(2) Promotion form:

1. Discount (exhibitors make their own plans, and try their best to offer the greatest discount, which is not lower than that of the local stores)

2. Group purchase discount: if more than 5 people buy the New Year together, they can enjoy a 1% and 5% discount on the basis of the discount!

IX. Site layout (omitted)

X. Activity process (on the day of the activity)

XI. Activity budget

Outlined marketing activity planning scheme for the New Year Festival 2

I. Activity theme

This activity mainly relies on the official platform sponsored by "Holding on the Cloud". Combining the advantages of the offline service platform of Shibing E-commerce Service Center and the popularity of the networks of Guizhou E-commerce Cloud, Taobao.com and JD.COM.com, etc. * * * Together, we will create an online and offline promotion activity with the theme of "New Year's goods sent to the countryside with guaranteed quality". The activities are mainly on-site physical exhibition and online commodity purchase.

slogan: "New Year's goods are sent to the countryside, and the quality is guaranteed; Special products are sold in the city, let's help. " You can choose all the special things, and the famous mountains and holy waters will accompany you!

second, the goal of the activity

1. Focus on promoting the platform of "Bing on the Cloud" and implant the initial brand impression into the hearts of the public.

2. Increase the number of followers, registered users and buyers.

3. Effectively attract on-site merchants and potential merchants to join the e-commerce. (Merchants can sign contracts with e-commerce companies on the spot)

4. On the spot, people can get used to using the platform. (such as scanning WeChat attention, giving bookmarks-like brochures, and on-site staff carefully guiding the operation)

5. Use this activity to re-establish the functionality of the brand "Shibing on the Cloud".

Third, the target audience

New Year's goods consumption groups in towns and villages in shibin; Distributors of various products in shibin;

IV. Activity time

2XX December 12 to January 12, 218 (one-month cycle of promotion and publicity in various towns and villages)

V. Venue of the event

Service stations in various towns and villages in shibin

VI. Setting of the activity content exhibition area

1. Exhibition of new year goods and local products;

during the event, a product display area is planned to display the peripheral products of the organizer and other franchisees. (This activity is mainly implemented by Guizhou Yuntai Business Co., Ltd. to assist each township)

2. E-commerce buying experience; Set up an e-commerce area, which is eye-catching, and mainly yearns for people to distribute e-commerce brochures. Guide consumers to register and purchase, and register businesses that need to join. Content design:

1. The concept of new year's goods for e-commerce is relatively new, so offline activities are mainly guided. Design a shopping mall operation flow card (with bookmarks as patterns), design an online activity leaflet, and distribute it together with the flow card.

3. design the investment promotion scheme for on-site investment promotion. Fill in the franchisee's cooperation intention form, leave relevant information and contact later. (if conditions permit, merchants can be promised preferential policies to join: if merchants introduce other merchants to join, they can enjoy priority service targets, etc.)

4. Training students and merchants for e-commerce can be given certain preferential activities on the same day.

VII. Promotion of the event

(1) Promotion time

1. Promotion time 2XX December 12 to January 12

(2) Promotion methods:

1. Shi Bing news broadcast

2. Mass information transmission, (SMS, WeChat)

2. The object of discount and the content of discount.

3. Messages from mainstream franchisees.

(4) Site layout

1. A number of advertising tents with 3x6 specifications (according to the number of specific businesses)

2. There are 2 computers in the exhibition area (as many as possible), network cables and three power interfaces.

3. 4 on-site tables, 1 chairs and tablecloths.

4. X-stand poster, background painting and on-site banner.

additional conditions: the staff should be in uniform, and considering that night activities should continue to be equipped with lighting (ordinary lighting or artistic lighting), e-commerce video publicity, voice publicity and audio, (It needs to be made in advance)

VIII. Activity flow

Work arrangement:

I. On-site leaflet distribution

II. Information answering personnel at the front desk

III. Online operators

IV. Franchisees intend to sign the marketing plan for the New Year Festival 3

I. Exhibition purpose:

Inheriting the traditional Chinese folk culture. Improve the environment and quality of citizens purchasing new year's goods, and meet the citizens' one-stop shopping needs. Focus on displaying famous products from all over the country and promoting enterprise products and brands. Enrich the content of community life around the new city and bring convenience to residents. Lay a foundation for sales and investment promotion in Xindi City, and gather popularity.

second, exhibition time:

to be determined

exhibition location: Hua Mao 1958 Square

third, exhibition theme:

2XX New Year Taobao Food Festival in Xindicheng

fourth, organization:

Organizer: Xindicheng

Organizer: Anhui Myth Advertising Media Co., Ltd.

The organizing committee organized on-site Spring Festival couplets, a thousand yuan gift package lottery, the God of Wealth to give out red envelopes, and the annual taste of glutinous rice balls.

VI. Exhibition scope

1. Drinks: all kinds of wine, white wine, yellow wine, fruit wine, health drinks, fruit juice drinks and lactic acid bacteria drinks; Tea, etc.

2. Foods: all kinds of famous and excellent new foods, green foods, cereals, oils, health foods, snack foods, quick-frozen foods, baked foods, meat and poultry products, aquatic products, condiments, dairy products, roasted nuts, local products, agricultural products, etc.

3. Daily necessities: household appliances, kitchen and bathroom appliances, ornaments, cosmetics, leather products, daily commodities, plastic products, hardware and electrical appliances, firecrackers and fireworks, festival supplies, kitchen utensils, intelligent toys, etc.

4. Gifts: all kinds of gift boxes, floral potted plants, paper-cut calligraphy and painting, strange stones and jade articles, etc.

5. Clothing category: bedding, clothing, shoes and hats, etc.

6. specialties: Wuxi specialty sauce ribs, oil gluten, steamed buns, vegetarian cakes and Huishan clay figurines;

7. Imported goods: special foods from all over the world;

VII. Activity Form

1. Thousand Yuan Gift Package Lottery: Customers can get a raffle ticket from the merchants for free after shopping in 5 yuan. A raffle ticket can participate in a raffle. You can get two raffle tickets when you buy 1 yuan, and so on, the more you buy, the more you get.

2. Free Spring Festival couplets: invite calligraphers of Calligraphers Association to write on the spot.