How to judge the rationality of the promotion policy

(1) Determination of Promotion Time

The promotion time is usually 10 days, spanning two weekends. From Friday weekend to next Sunday. If it is a large-scale festival, the promotion time can be arranged for a long time, but generally it should not exceed one month.

(II) Promotion Target Design Generally speaking, the promotion target for consumers is (1) to increase sales and expand sales; (2) Attracting new customers and consolidating old customers; (3) Establish corporate image and raise awareness; (4) Respond to competition and strive for customers. The promotion target should be determined according to the requirements of the enterprise and the market situation. The promotion target can be a single target or multiple targets.

The determination of the promotion object should explain the background and reasons. That is, give a description of the situation related to this promotion goal. For example, the current market, the situation of consumers and competitors, the current situation of enterprises and promotion motives. The writing requirements of this part are "objectivity" and "conciseness".

(C) promotion of theme design

1. Theme is the core of scheme design. Promotion theme is the core and central idea of scheme design, and it is a red line running through the whole marketing planning. Any plan has a theme. Only when the theme is clear, can the scheme design have a clear and definite orientation, and all kinds of factors that constitute the promotion can be organically combined into a complete scheme. The theme of promotion is expressed by "theme language", for example, the theme of Carrefour's "March 8" promotion in 2002 was "The world is wonderful because of you".

2. Requirements for theme establishment. The following points should be considered when establishing the promotion theme: (1) The theme must obey and serve the marketing objectives of the enterprise; (2) The theme must be aimed at the promotion and its objectives; (3) The theme should cater to the psychological needs of consumers, which can cause a strong buzz among consumers.

3. Expression of topic language. Promote the expression of theme language: (1) Clarify the points of interest and emotional appeal. (2) Highlight distinctive personality; (3) It has vivid vitality; (4) concise and easy to understand.

4. The theme should be creative. The establishment of promotion theme is a creative activity and a difficult operation, which is the focus of this course training. Through this kind of training, students' innovative ability can be strengthened.

(D) the design of promotional activities

"Promotion" is the core content of scheme design. Here, the designer's intelligence and innovative ideas should be fully displayed. Scheme design requirements for promotional activities:

1, closely linked to the promotion objectives, reflecting the promotion theme. The design of the promotion plan requires focusing on the promotion theme, the plan should be as specific as possible, the action plan should be decomposed according to different time periods, and of course, the key points should be highlighted. The focus of the design is based on market analysis, giving full play to the innovative spirit of designers and striving to create a unique new scheme.

2. Select promotional items and determine the promotion scope. In the promotion of holiday shopping malls, the ultimate goal of all promotional activities is to expand sales. Before designing a specific plan, we must first determine which products to choose and how many to choose as the main products of this promotion. Generally speaking, as holiday products, there are snack food, chief mate's supplies, gifts, health care products and daily necessities. Of course, as a promotional product, you must also have: (1) a certain brand awareness; (2) It has obvious price advantage; (3) The holiday consumption demand is large.

3. Choose the promotion method and make a reasonable combination. According to the determined range of promotional products, we will design specific promotional activities. In the promotion of shopping malls, several promotion combinations should be considered, but they are widely used at present, and the most popular ones are "special price promotion", "gift promotion", "public relations promotion", "prize promotion" and "service promotion". In the scheme planning, various forms can be adopted, but attention should be paid to the "effectiveness" of the promotion method.

4. The design requirements of promotional activities are "concrete" and "operable". It's not just about how many promotional activities are emphasized. What is this? It is more important to know the actual operation. For example, the "50 kinds of special sales promotion" designed in the class example, specifically to determine the special price of each commodity, and how to display each special commodity. Some programs put more emphasis on the arrangement of activity procedures, such as the "emotional promotion activity arrangement plan" mentioned in the example.

5. The design of promotional activities pursues "creativity". The success of the scheme design mainly depends on its "creativity". Only creative, distinctive and lively promotional activities can arouse strong resonance among consumers, which is the value of design. Of course, these "ideas" should consider the objectivity of the moment and the degree of recognition and acceptance of consumers, otherwise even the best "ideas" will be shelved.

(5) Promoting the design of publicity scheme.

The promotion of promotional activities is all-round. To inform consumers of promotional information, create a promotional atmosphere in the sales place, and display the corporate image in the promotion, we must make good use of advertisements, merchandise display and shopping mall broadcasting.

1, advertising. At present, the commonly used promotional advertisements include "media advertisement", "DM advertisement" and "POP advertisement".

(1) media advertising. In the fierce market competition, the promotion role played by media advertisements is huge unintentionally, and product promotion information can be transmitted through media advertisements. Pay attention to when using media advertisements:

① Determine the advertising target. Enterprises should determine the advertising content according to their own promotion goals. The two should be unified.

② Choose the appropriate advertising media. There are many kinds of advertising media, so choose the most suitable design. We should choose the most suitable media according to the product characteristics and enterprise situation. Generally speaking, TV advertisements are the first to be promoted. Of course, the role of other advertising media is also very significant. The choice of advertising media must also consider the payment of fees, and only the advertising media suitable for enterprise economy is rational.

③ Pay attention to the design of advertising language. A distinctive and attractive advertisement can open a big market. This is the focus and difficulty of advertising promotion design.

(2)POP advertising. In the promotion of shopping malls, POP advertising forms are used more, and the actual effect of promotion is better. In the course training, we should pay attention to the application of POP advertisement. POP advertisement refers to the advertisement of point of sale and shopping place, also called point of sale advertisement. This kind of advertisement has a wide range of applications, mainly including: propaganda slogans, commodity posters, posters, shopping mall flags, special gift cards, facade banners, balloon bouquet decorations and so on.

POP advertisement not only conveys commodity information to consumers, but also acts as a silent salesman. They can also show the characteristics and personality of shopping malls, so as to create a strong shopping atmosphere and establish a good corporate image, thus attracting consumers into the store and inducing their shopping desire. This is the role of the charm of POP advertising.

In the planning of promotional advertisements, we should determine the advertising forms adopted in the promotion according to the specific promotion theme, requirements and expense budget, and give full play to its role. Refer to the relevant content of the example.

2. Product display. The effective promotion is to display the promotional products in the best form, so that customers can see attractive product displays as soon as they enter the door, thus stimulating consumers' desire to buy. Commodities can be displayed in such ways as "special exhibition area", "booth", "end display" and "stacked display". By using lighting, colors, shapes and devices or some decorations and props, we can create a commodity display that can attract customers' attention and create a promotional atmosphere, and customers' demand and desire to buy will naturally increase.

3. Shopping mall broadcasting. Promotional broadcasting can transmit promotional information, make the atmosphere in the store more active and drive the growth of sales performance. Publicity broadcasts can be considered as regular broadcasts. The broadcast words should be fluent, the broadcast volume should be moderate, the sound quality should be soft, and the speech speed should be neither urgent nor slow. Pay attention to the background music, you can play some slow-paced, relaxed and soft music to encourage consumers to calm down and choose their products carefully.

(VI) Promotion cost budget

Budget cost is an indispensable part of the design of promotion scheme, and the promotion activities of scheme design must be budgeted.

1. The cost budget design is listed in two places. The design part of the cost estimate can't only have a general total, but should be listed in two places. First of all, all expenses involved in the promotion plan should be estimated and listed. Second, it is necessary to design an independent "total promotion cost budget" on the basis of each program budget, so that people can see it at a glance.

2. The content of the cost budget. The expenses to be considered in the general promotion budget are: advertising fee, business promotion fee, public relations activity fee and personnel promotion fee.

3. The expense budget and the promotion plan must be balanced. Promotion activities need cost support, and the estimation of promotion cost can not be separated from the design of various promotion schemes, and any promotion scheme should consider its cost. Regardless of the cost, infinitely improving the promotion plan or strengthening the plan is actually an armchair strategist and has no maneuverability at all. The promotion plan should match the cost budget, and the cost should support the promotion activities. The balance between the promotion scheme and the cost budget is also a standard to measure the design level of the scheme.

4. Cost budget requirements. Note: (1) Understand the promotion expenses in the budget of scheme design expenses; (2) Be as detailed as possible; (3) Be as accurate as possible; (4) Get the best effect.

(seven) the implementation schedule.

In order to ensure the smooth implementation of the promotion plan, the whole implementation process must be controlled. In the last part of the promotion plan, it is necessary to design the promotion implementation schedule.

1, promoted and implemented in two stages. The implementation of promotion is a process, which generally includes two stages, namely, the preparation stage of early promotion and the stage of late promotion. It is necessary to effectively control the whole promotion implementation process and fully guarantee the promotion activities from the aspects of organization, system, personnel and time.

2. Major projects to be promoted and implemented. It usually takes about two months to prepare for the promotion activities in the mall. The items to be prepared are: (1) the purchase of promotional goods; (2) the production and release of 2)DM advertisements; (3) the production and layout of 3)POP advertisements; (4) Promotion merchandise display and environment layout; (5) Preparation for promotional activities. There is also a lot of work to be done and many activities to be organized during the promotion period in shopping malls.

3. Formulate a "timetable for promotion and implementation". In the design of the scheme, we must draw up a "promotion timetable" to clearly arrange when these work and activities will be done, who will do it and what requirements are there. In this way, the plan can be changed from a simple idea to a specific implementation plan, and can also be used as a test standard for controlling implementation activities. It can be seen that the promotion implementation progress is the necessary guarantee for the implementation of the promotion plan. Please refer to the lesson example for specific operation.