Experiences on how to write a summary of promotional activities

Summary is a review, analysis and evaluation by social groups, business units and individuals after a certain period, a certain project or certain work has come to an end or has been completed, so as to affirm achievements and gain experience. A written material that identifies gaps and draws lessons and some regular understandings. Below is the summary of promotional activities and my experience on how to write scriptures that I bring to you. I hope it can help you!

Experience and experience on how to write a summary of promotional activities

Promotion time: 20xx.x.20----20xx.x.15

Promotion location: Yonghui Supermarket Wangpai Road Store

Promotion staff:

Promotional products: Baxter, Beibexing, Youcanli, Combibloc series

Promotional subject: Happy New Year, Happy New Year

Promotion summary: This time is from x month x, 20xx to x month x, 20xx, ***25 days of activity time, total sales xxxxx Yuan (xxx withdrawal from Baxter, amount xxx yuan; xxx withdrawal from Beibexing, amount xxx yuan; xxx withdrawal from Youkanli, amount xxx yuan; xxx withdrawal from Combibloc series, amount xxx yuan); year-on-year growth rate xx, excluding holidays During the period of 10 natural growth, the actual growth rate also reached x, exceeding the expected growth target of 8 before the event.

The event schedule closely follows the peak sales situation during the Spring Festival holiday. Between x, x, x, x, there was a continuous average turnover of 6,000 yuan, and this form continued to x, x day.

Cost of this event: ***personnel, xxx people/time;

Gift distribution situation: Compared with last year, there was a slight increase, with an increase of 8, but Within controllable range. The main reason is that our product range is large and our popularity is still far behind that of Yili and Mengniu. Therefore, we need to rely on the power of promotional products to attract customers.

During the 25th event, the total store sales were 98,450 yuan. Looking at the cooperation with Yonghui Supermarket, this model brings some new ideas to consumers. Of course, we also take advantage of the passenger flow of Yonghui Supermarket, especially the Spring Festival atmosphere created by Yonghui Supermarket, which plays a very good role. At the same time, Yonghui Supermarket In order to promote Tianyou's key products on the outer wall of the supermarket, a large 12-meter by 18-meter poster was hung for free above the door. It not only promoted our event, but also allowed consumers to buy and drink with confidence.

Although this event has achieved good sales results, there are still many shortcomings in the actual implementation, which are specifically reflected in:

1. Early preparation:

There are deficiencies in the time selection of this event. Generally speaking, the atmosphere of the early stage of the event is not enough, especially in store layout. From New Year's Day to the 20th, the effect of our event is no different from normal sales. , customers should have experienced the series of activities of Tianyou products during the Spring Festival around the 15th, but due to manpower, it was slightly insufficient; the turnover in the week before the Spring Festival should show an increasing trend, especially driven by promotional activities , the turnover growth should be obvious. However, judging from the data, our propaganda scope is narrow and the target group deviates.

2. Lack of planning:

This promotional activity was organized and implemented under the pressure of time. Although it has a certain store foundation, in a single activity or the overall development direction of the enterprise and the annual There are large deviations in planning. A single event may not be able to do anything for the company's brand accumulation, but may seriously affect the pace of brand accumulation. For example, the prize setting of this event is obviously against market rules. Many promotional products are not attractive to customers. Among the gifts equipped with products of the same grade, the attractiveness of Tianyou gifts is obviously lower than that of competing products.

The planning department should collect more latest market information, organize the information, and learn more about cutting-edge fashion information

3. Poor execution:

An activity, no matter how big or small, " Planning accounts for three, planning accounts for seven." This shows the importance of activity implementation. Even if no one implements the best strategy, he will still wait and get nothing. Employees do not have enough knowledge about promotional activities, lack service enthusiasm, and lack skills and energy in promoting promotional activities. In the minds of promoters, there is no concept that "activities are about significantly increasing turnover with a large amount of capital and manpower investment." In addition, there is no radical plan in the sales process, and the sales tasks are not broken down. "General management, rough sales" also limits the growth of sales.

20xx year plan:

To overcome various difficulties and avoid the above situations, each activity has the following five elements:

1. Accurate store background ;

2. Careful planning;

3. Close integration;

4. Close cooperation;

5. Toughness execution.

20xx. Promotional activities, because they take up a certain amount of time and people, coupled with attractive seasonal products and promotional activities, have a good overall effect, leaving a good teaching material for our future work.

The preliminary preparations for this project were very sufficient and covered a wide range of areas. With the careful demonstration by store managers and various departments of the company, a relatively complete and highly operable overall marketing manual was formed.

In terms of promotion, we applied promotional activities targeting the consumer groups mainly families and housewives, which achieved the desired effect. Consumers responded enthusiastically and fully achieved the purpose of gathering popularity.

In terms of merchandise, we carried out seasonal product promotions such as “Best Fresh Food, Only for One Day” and “Crazy Special Prices, Limited Time Sale”, which achieved the purpose of not only matching the overall news charges, but also Use products for the purpose of boosting popularity and sales. Coupled with store display coordination and on-site promotions. The seventh-anniversary broadcast script we produced has enabled the store to achieve new breakthroughs in executing publicity and exaggerating the shopping atmosphere and promotional atmosphere. It gave consumers a great impact in terms of vision and hearing, and left a good reference for our future work.

The seventh-anniversary large-scale cultural evening brought the entire seventh-anniversary celebration to a climax. The artistic performances in each store were remarkable. The invitation of suppliers brought our company's corporate culture and business philosophy to a higher level. The scene of the general manager cutting the cake with the birthday song gave our employees a sense of family belonging. These are several important highlights of this literary evening.

We also have certain advantages in terms of weather, time, people and people. The weather suddenly turned colder at the beginning of the seventh anniversary event, which made the original seasonal products sell well and became very popular. This is inseparable from our foresight in analyzing and organizing products. In the end, even God helped us. Coupled with our diligent efforts and good analysis and execution capabilities, there are still things we can't do well?

However, we still have many shortcomings in the process of work planning, organization arrangements and activity control: during this seventh anniversary event, some work on promotional plans, activities and products were not implemented in place. , resulting in the loss of some sales, which is worthy of our deep thought and deep review:

1. Some promotional activities were forced to abort because they could not find suppliers.

2. The supervision form was not implemented, which is a regret for this seventh anniversary.

3. The store’s on-site execution was not strong enough.

4. The store’s timely follow-up and review was not done well.

5. The store’s manpower arrangements were unreasonable, resulting in individual activities not being fully utilized.

6. The development and procurement of new products/sensitive products were not fully implemented, which is the biggest regret of this seventh anniversary.

7. During the seventh anniversary event, the store was obviously deficient in the creative display of some products and needs to be improved.

8. During the seventh anniversary product event, the store did not do enough on-site promotions. Sometimes there was, sometimes not, and the on-site promotion staff were not thoroughly trained and tracked, which resulted in some consumers’ poor feedback. Once collected, it cannot be used as a reference for future work.

9. During the seventh anniversary event, the store gained popularity and sales increased, but the sanitation work was not followed up in time, resulting in unsatisfactory sanitation at the entrances and sales areas of each store, like a garbage dump.

10. During the seventh anniversary event, some sensitive products were seriously out of stock, which affected consumers’ shopping mood. This is a major ban in business. Reflect seriously! In short, any work must be continuously summarized and reviewed in order to do a good job next time. We hope that we can make the entire marketing plan better and implement it better in the future.

Three experience tips on how to write a summary of promotional activities

On April x, we finally have our second exciting promotional event in XXXX year! This event is through the company The support of leaders at all levels and the concerted efforts of colleagues. Achieved great results "increased by 45". On behalf of my colleagues at Rongtai Store, I would like to summarize this promotional activity. The specific situation is as follows:

Activity theme: "Celebrating May Day, XX gives a sincere gift!"

Activity target: community residents around our store, factory employees, and residents of Zaobei. Activities: special discounts on branded medicines, free gifts with purchases of health care products, and free credits with purchases

Store image: With a green theme, it presents a refreshing summer atmosphere. Hang Evergreen LG and manufacturer product information in the store. Wall cabinets, optional shelves with balloons, set off a strong festive atmosphere. Giveaways are placed directly opposite the door. And write a big "gift area" to give customers the first impression of "Wow, what a deal! There is something for free!"

Publicity work: handing out flyers, posting banners, in-store publicity (the division of labor is as detailed as the individual, each Do your duty) Product management: early purchase of special-priced medicines, commonly used medicines, seasonal medicines (heat-clearing and detoxifying medicines), influenza (masks, anti-viral Chinese and Western medicines, household disinfectants)

Event operation status: ①Sales performance Statistics.

③Statistics of event gifts

Analysis explanation:

A. From the performance statistics chart, the performance of No. 25, 29, and 1 is not ideal, especially Even the basic daily target was not reached on the 25th, mainly because the number of people was only 79. According to the rules in March and April, the number of people on Saturdays will decrease because most residents are factories. Working people travel on Saturdays and Sundays. The sales volume on the 26th, 2nd and 3rd was surprisingly good, mainly due to the increase in unit price! The unit price during the 11-day event was 45.51 yuan.

B. People flow. According to the statistics, the number of people in the 11 days has not increased compared with the usual number. Instead, it has dropped by 16 people per day compared with the monthly average. The increase in this event is mainly due to the fact that we have grasped the customer demand for gifts and reduced the unit price. Rushing is the way out. What can affect the unit price? Only gifts can affect the unit price, so using gifts appropriately to lure customers is a way to increase the unit price.

C According to the statistics of event gifts, the cost of gifts in our store is quite controllable. The cost of promotional gifts is a high cost for any company. Therefore, we must learn to use some techniques to achieve promotion. The purpose is to control the cost of gifts. We strive to implement frugal promotion methods. Our store is mainly good at using the manufacturer's gift resources.

①For example, if a customer purchases a HP product series, we can exclude the HP product series, give HP product as a gift, and convert the HP product into cash to explain to the customer, such as sending 30 vitamin E capsules worth At 44 yuan, it’s more cost-effective than getting hand sanitizer and other gifts. In this way, our company's gifts can be saved. ②For some customers who rush in to buy large orders in a hurry, without the opportunity to increase sales, we do not remind customers that we have a purchase and gift event. ③For customers who purchase more than 298 yuan, we will make every effort to persuade the customer not to split the order. ④ Some products with low gross margin will be eliminated.

Since the implementation of the Service Quality Month, our store’s etiquette services and service communication have been standardized. Our store ranked second to last in the first service quality month. The main reason was that the store was not clean and tidy enough. Employee dress code does not meet requirements. After the results of the competition came out, everyone in our Rongtai store was not discouraged and wanted to get back the 200 yuan, so we made a self-review as a team. Summarize deficiencies and introduce corrective measures. In the store, we do a small job every three days and a big job every Monday. There is a dedicated person responsible for the sanitation in the corners of the store to avoid the existence of sanitary blind spots. The store is always clean, tidy, with fresh air, warm and suitable. Employees are strict in their appearance. Execute in accordance with the company's requirements.

In terms of service, we do it. No matter how big or small the care is, the service is endless. To the customers who enter the store, we immediately send the kindest smile and the warmest caring greetings. . When talking to customers, use civilized language and friendly tone, consciously use "service language", put the word "please" first, and never leave the word "thank you". Starting from caring for customers in details, to endless service etiquette. Our Rongtai store will always Keep "care" in mind. Now we have posted "health information" on the small corners on the glass counters in the store, which are mainly some common sense about healthy living. So that customers can also learn some health care in the process of purchasing medicines. Knowledge!

Take three major initiatives in communication: 1. Take the initiative to introduce and publicize the company’s promotional activities and discounts, 2. Take the initiative to answer customers’ questions. 3. Take the initiative to strengthen communication with customers.

Smiling faces, warm words, enthusiasm, the atmosphere is harmonious because of you and me. Beauty comes from Taihu Lake, satisfaction comes from smiles, smiles, warm words, enthusiasm is like an executioner who can sell customer satisfaction; before going to work Remember to look at the mirror on the container and smile with the "E" as taught by Manager Zhang, and have a happy day! As long as you standardize your service, you will find that to improve service quality, actions are better than slogans!!

Four experiences on how to write a summary of promotional activities

1. Purpose of the activity

Christmas and New Year’s Day are very close to each other, and they are also the peak period of the sales season in autumn and winter! So! It is said that the market demand is also very concentrated, and it is very necessary to sprint for performance in response to the market. Therefore, this planning plan was launched. The purpose is to do our best to push our store's turnover to a new peak. At the same time, towards the end of the year, we will carry out feedback activities to the loyal customers who have always supported our store! The purpose is:

1. Directly improve the store’s sales performance during this period.

2. Lay a customer base for the peak sales period of the Lunar New Year!

2. The theme of the event: Enjoy the winter season

3. Target audience: xxxx new people Regular customers.

IV. Methods of promotional activities: Contact with customers before Christmas

Before Christmas Eve (Christmas Eve) on December 24, sales staff send Christmas greeting cards via text messages [available locally Purchase] Send blessings to loyal customers and strengthen the communication between the brand and customers! Christmas blessing text message (example):

Example: xxxx quietly makes a wish beside the Christmas tree, hoping that xxxx’s blessings will follow the floating catkins The Christmas snow flies to you, a wonderful Christmas Eve because of you! (You can add the detailed address of the store)

5. Time and place of promotional activities

Event time: Promotion location from December 15, 20xx to January 3, 20xx: xxxx (xxx Road, xx Town, xx County) opposite xxxx

6. Promotion methods

1. During the event, Great discounts on all products.

2. During the event, old customers of xxxx can go to the store to receive an exquisite Christmas gift with the redemption coupon. Each coupon can only be used once. (Quantity is limited, while stocks last.)

3. New customers who purchase more than 300 yuan will receive an exquisite gift from Grand Town. (Quantity is limited, while supplies last. Please bring your own in the gift shop)

7. Promotion of the event

Signboards and signs

Window stickers in red and green , White Christmas color is the main color, and the noodle shop is decorated on WeChat/SMS/Internet

8. Early preparations

1. Rendering of the festive atmosphere at the promotional event site

The main colors of Christmas: Westerners use red, green and white as Christmas colors. When Christmas comes, every household must be decorated with Christmas colors. The red ones have Christmas flowers and Christmas candles. The green one is the Christmas tree. It is the main decoration of Christmas and is decorated with tower-shaped evergreen trees such as felled fir and cypress. Colorful lights, gifts and paper flowers are hung above. Christmas candles were also lit. Therefore, the rendering of the on-site atmosphere of our Grand Town promotional activities revolves around the above content.

2. Store atmosphere

Throughout the promotion period, Grand Town used "Christmas Song" as the musical background. There are four main Christmas songs that have been popular for a long time: "Silent Night", "Silent Night", "The Christmas Song", "The Christmas Songs", "Hark! the Herald Angels Sing", "Jingle Bells" and " Jingle Bell", and others, use these festive music to create a Christmas atmosphere!

3. Window display

Mainly use Christmas elements, supplemented by other elements, so that The display window can be extended until the Chinese New Year.

9. Mid-term operations of the event

1. During the operation, all customers will receive one gift with the redemption coupon, and no more may be received; new customers will receive gifts if they purchase over 1,000 yuan. One serving. If customers have any doubts about this event, sales staff should explain in detail. The final interpretation right of this activity belongs to this store.

2. Gift giving will only be carried out during the event.

10. Continuation work in the later stage of the event

After this event, there will be promotions for Valentine’s Day and the Lunar New Year. Since these important festivals are not long apart, this promotion can be extended to the next event. You can also take advantage of the large customer flow on Christmas and New Year's Day to promote Valentine's Day and Spring Festival promotions.

11. Gifts

The gifts provided by the headquarters are as follows:

1. Christmas gifts

2. Cute remote control sets

3. Export socks

Five experience tips on how to write a summary of promotional activities

This activity was achieved through the support of leaders at all levels of the company and the concerted efforts of colleagues , achieved good results. From June 7 to 9, 200xx, it was an exciting three days. Through these three days of exciting promotional activities! I benefited a lot. Not only did I improve my personal qualities and abilities, but also enhanced my understanding of various drugs. Adhering to the people-oriented service concept. Current promotional activities are often not paid attention to by consumers. Consumers are not enthusiastic about participating, which can easily lead to poor promotion results. In fact, it is not the problem that the promotion itself is not attractive, but because there are too many current promotional activities and they are too boring and chaotic. , some activities did not clearly express the core benefits of the promotional activities in the publicity, and the publicity and execution were not strong enough. However, our three-day activities overcame the above shortcomings and achieved the purpose of stabilizing the loyal consumer group. On-site prize promotions are more It is an important means to increase the purchasing desire and attract popularity at the event site, strengthen the external image of the pharmacy, and expand the popularity. The specific feelings are as follows:

1. Sufficient preparation has laid a good foundation for promotional activities.

This event used leaflet delivery, word-of-mouth promotion, and high-density drop-offs at each household. The total number of flyers submitted was about 10,000, and the focus was on the market. Promotional advertisements will be posted in the business district, around the central hospital, residential portals, around the Huxi Martyrs Cemetery, pedestrian streets, etc. Banners and slogans focusing on the activity content were hung in the pharmacy. After the event site was arranged, in order to promote the event in an orderly manner and attract more people to participate, a free clinic testing service desk, information desk, gift distribution desk, and lottery were also set up at the entrance of the pharmacy. Boxes and so on. What is even more sensational is the performance effects of Northeast Duo, acrobatic troupe, drama and other stage forms. The personnel are densely packed, the rhythm of the activities is well controlled, the order of the scene is maintained, the customers are guided into the store to participate in the activities, and materials and prizes are distributed. Register and sign promptly. This new marketing model has brought some new ideas to consumers, enabled Shanxian citizens to fully understand Yutian, strengthened the external image of the pharmacy, and expanded its popularity.

2. The people-oriented service concept has won applause from customers.

The main targets of this promotional activity are: residents of communities around our store, factory employees, and shop residents. In specific operations, special prices and discounts have great influence on some sensitive consumer groups. In particular, special prices on some sensitive drugs can easily get twice the result with half the effort. The corresponding delivery can allow consumers to enjoy the value of their consumption. , to achieve the purpose of stabilizing a loyal consumer group, on-site prize promotion is an important means to increase the desire to purchase at the event and attract popularity, and is a guarantee for the success of the event. In particular, the first hundred customers are given 6 eggs and a lottery for buying medicines. The first impression that customers get when they come in is "Wow, what a deal! There is something for free!". This people-oriented service concept has won applause from customers. The growth of this event is mainly due to capturing customers' demand for gifts, and the only way out is to increase the unit price per customer. What can affect the unit price per customer? Gifts. Only gifts can affect the unit price per customer. Such activities are a great boost to pharmacies, taking the opportunity to publicize and strengthen the influence of our pharmacies.

3. Take this as an opportunity to make your smile become my bright business card.

Through the carrying out of this activity, I fully understood: no matter how big or small the care is, the service is endless. For every customer who enters the store, he should give the most amiable smile and communicate with him at the first time. The warmest caring greeting. When talking to customers, use civilized language and friendly tone, consciously use "service terms", put the word "please" first, and never leave the word "thank you". It starts with caring for customers in details, and ends with endless service etiquette. Our Yutian store will always keep "care" in mind. Especially in this event, we took the initiative to strengthen communication with customers and understand what customers think and need! This enabled me to take the initiative to introduce and promote the company's medicines and equipment. , proactively answer customers’ questions, so that customers can learn more about medicines during the process of purchasing medicines! And they can also find their own shortcomings in sales, especially their understanding of medicines, and there are some blind spots. In this way, As an opportunity, I will work hard to learn medical drug knowledge in my future work, understand the uses and precautions of each drug, work with peace of mind, exercise hard, standardize my services,

Improve service quality and make smiles Become my bright business card.

Shoot the bow vigorously and walk with Yutian Pharmacy. The eagle's ideal is lofty, soaring into the sky; the bird's career is heroic, fighting against the sky. The energy of my life is the pursuit of beautiful ideals, and the passion that inspires me most is the heroic Yutian career. Full of longing and hope for the future, and full of enthusiasm for Yutian's career, I am proud to have entered the Yutian company of my dreams, and I am excited to finally have a stage to practice myself. I will devote myself to what I love so much. In this hot land, closely connect your own life value with Yutian's career, and use your high-pitched voice and magnificent brilliance to compose the youthful movement of a Yutian employee.

Employees of Yutian Pharmacy:

20xx-x-13