5 marketing promotion plans

# Planning # Introduction In order to ensure the smooth progress of work or things, it is often necessary to make a plan in advance according to the specific situation. The plan is a written plan, which is the detailed rules and steps of specific actions. The following is the marketing promotion plan, welcome to read!

1. Marketing promotion scheme

1. Promotion purpose

1. Let target consumers know the functions and effects of new products in the shortest time, shorten the promotion period of new products, enter the growth period as soon as possible, and create benefits.

2. Make the target consumers want to try it out, and gradually cultivate them into brand loyalists.

3. Improve brand awareness and reputation.

4. increase the sales of products sold at the spot.

5. consolidate the customer relationship of channel dealers, seize the high-quality distribution of channels and terminals, and enhance the confidence and enthusiasm of dealers.

second, preliminary market survey

this market survey is mainly to provide scientific basis for the listing and promotion of ×× electric vehicles. The contents, methods and locations of the survey are shown in the following table. Market survey implementation table survey contents:

1. In-depth interview with management.

2. group discussion or questionnaire survey of marketers.

3. channel survey: types and characteristics of sales channels for electric vehicles, and channel policies of well-known brands.

4. terminal investigation: types and characteristics of electric vehicle sales terminals, terminal image, terminal display, terminal shopping guide, terminal promotion activities, etc.

5. dealer survey: the basic information of dealers, the number and sales situation of brand agents, the understanding of the local electric vehicle market, and whether there are plans to distribute new brands.

6. consumer survey: in-depth interview, questionnaire survey, group discussion survey, second-hand information and other survey places on the understanding of electric vehicles, familiar brands and main factors affecting purchase.

2. Marketing promotion plan

1. Promotion purpose

In order to show the company's image and improve the brand awareness and product sales, in early May, publicity and promotion activities were carried out for the company's luminous series and other products in advertising companies and companies in Yueyang City, county level and surrounding areas. Open up a new road for the company to enter the professional production market of luminous characters. Let more advertising companies in the industry know the MOGO brand in stainless steel luminous characters.

2. Pre-market investigation

1. Knowledge of products

Have a deep understanding of the production, characteristics, specifications and prices of various products of the company, and conduct 2-3 days of professional knowledge training for those who enter the marketing in the early stage, and conduct assessment before entering the marketing. Only those who meet the standards can be promoted; Know the quotation methods and methods of all kinds of products; Analyze and deeply understand the advantages and disadvantages of products; Only by knowing the roots and the bottom can we be invincible.

2. Understanding of the market

Understand the investigation and analysis of the market location to be promoted, analyze the current situation, characteristics and demand of the luminous word market in this area, and carry out targeted publicity and promotion; How many advertising companies are there in this area? Are there any familiar advertising companies, through which they can break through the market and make the first stop of market development? What kind of products will be promoted for this market? What is the price of this product in this market? After each regional promotion, the promoters should summarize and analyze it and express it in the form of text data; The deeper the effort, the deeper the market.

3. Understanding of customers

Collect information about customers, and divide them into regions and business types (graphic, production and media planning); Make a daily summary, make a list, return to the company for information storage, and the company will add customer qq to sort out and standardize the information to facilitate the operation of placing orders in the future; There are potential customers, but also from time to time publicity; Friendship card, classmate card, family card and old lover card are used flexibly during the promotion period; Doing resource integration is an intangible asset; Treating others with sincerity is the foundation of service.

3. product strategy

1. brand positioning: specializing in the production of seiko luminous character series.

2. Brand culture: create a refined brand image.

3. Price strategy:

(1) Using monopoly and partners to keep the price of direct users unified is beneficial to the construction of brand image. For long-term partners, if the annual sales amount reaches a certain amount, the company will give additional rewards, and the amount and method of rewards (to be determined).

(2) Ensuring a certain high profit for dealers can attract more dealers to join and speed up market expansion.

(3) The product price is stable, which is in line with the market product price.

4. Brand strategy:

(1) While selling products, the company also establishes and maintains product brands; Register exclusive brands, which include many types of products, use brand awareness to sell luminous products (such as Unicom's wo brand, mobile: and brand), and carry out professional production, institutionalized process and humanized service management.

(2) establish a good word-of-mouth effect; Brand advertising (online: WeChat, qq, Weibo, Taobao, website; Offline: outdoor advertisements, video advertisements, brochures, sample gifts, etc.) to enhance brand awareness among merchants and potential customers.

IV. Product promotion and work schedule

1. Promotion schedule

(1). During the period from May 4th to May 1th

5.4 The Engineering Department will establish the market price and submit it to the Design Department in a tabular form; At the same time, the design department will design and produce the album, which will be produced before May 13th.

5.9-5.13 professional knowledge training for marketing personnel.

5.13-5.14 knowledge assessment of promoters and company work arrangement before promotion.

(2), May 15th-May 2th

According to the region, three people will be responsible for xxx, two people will promote the form of one person staying and receiving, and they will go out in turn for carpet promotion and promotion; During the promotion period, in case of any order, timely report to the design department to place an order for production, and the engineering department shall make a record of the production, so as to facilitate financial check and entry.

(3) May 2-May 22

Organize customer information in a unified way: the promoters will sort out their collected information, and hand over the text and business cards to the personnel department for statistical sorting.

(4) The company meeting was held on May 23rd.

Promoters are giving feedback and sharing information on the problems encountered in the promotion process. The areas that have not been promoted are counted in advance, and the promotion application is submitted to the marketing department to discuss whether to make up the promotion.

2. Advertising

(1) Make picture books and distribute them to advertising companies in cities and counties for free.

(2) free samples made by key customers; Make gifts with company characteristics for customers (such as distinctive business card boxes, luminous company logo key chains, creative pen holders).

(3) outdoor advertising, using available resources to spread the company's brand.

(4) event marketing; For example, sponsor activities with great influence.

(5) survey consumers; Distribute questionnaires to potential consumers to publicize the company's brand and luminous word knowledge; This is also an invisible publicity for the brand; Consumers know several mogo brands and will accept and trust this brand in their choice. (Potential consumers: shopping mall merchants, decoration companies, media companies, large and small office buildings)

V. Service strategy

1. Open a service hotline to properly handle customer complaints.

2. design the product warranty card and establish the customer file.

3. Pay a regular return visit to users of luminous characters and ask customers for suggestions, so as to improve brand reputation and enhance customer loyalty.

4. Pay attention to pre-sale and mid-sale services to improve the customer turnover rate.

VI. Responsibilities of relevant departments

1. Marketing Department: mainly responsible for the formulation of the overall marketing plan and the implementation of promotional activities.

2. Marketing Department: mainly responsible for market research, marketing planning and advertising management.

3. Marketing promotion scheme

1. Defining the theme of the activity

Giving an appropriate theme to community activities plays a great role in attracting consumers' interest, making the activity well-known and justified, diluting the business purpose of communicating with consumers, and making it easy to publicize with the theme of the activity, so as to have a "theme" when designing promotional materials, selecting promotional forms and recommending business personnel.

second, determine the activity products and prices

the beer products used in community activities should be mainly middle and low-grade domestic beer, which should meet the requirements of public consumption capacity. For example, in the Hangzhou market, the retail price is about 3 yuan/case (12 bottles) (including 5 yuan).

Most activities focus on the whole case purchase, so it is better to use small packages (such as 8 bottles/box or 12 bottles/box).

Because middle and low-grade beers are mostly packed in plastic boxes, it is often promoted that there will be a deposit for the whole box purchase in community activities (a plastic box of 12 bottles/box usually needs 2 yuan/carton, which is an obstacle to sales promotion), so it would be better if enterprises have cardboard boxes of wine to do such activities.

Because of the particularity of beer products, there is a link of "recycling empty bottles" in channel logistics, so if there are cans, it would be better if the packaging does not need to be recycled. However, most domestic beers are glass bottles and need to be recycled, so this should be considered in the design of future activities.

Third, determine the specific activities

It is naturally a good thing to have various forms of promotion, which can attract more consumers' interest, but it also tests the executive ability of the sales team of the enterprise. For most small and medium-sized enterprises, the author suggests that enterprises can summarize one or two forms of promotional activities that are small in scale and easy to implement and copy. The key is to carry out them on a certain scale and for a long time.

if you buy a box of beer products from your company at the event site, you will get a 1.25-liter bottle of Coca-Cola. If you buy two boxes of good mood, you will get a set of gifts from Coca-Cola Company (1.25-liter "Sprite+Fruit Orange" two packages). Buy more and get more, and the number is unlimited.

Another example is "lottery". If you buy a box of designated beer products, you will have a chance to win the prize. Pull out a table tennis ball from the lottery box, identify the logo on the ball and get the corresponding prize, that is, touch it to win the prize; 2 balls in the lottery box (marked with several words, such as five words) are set to five levels.

There are many options for these activities, which are mainly simple and easy to implement, and consumers are more involved. In addition, if it can be linked with other forms of promotion, the effect may be better, such as wine with bottle caps, so that consumers will change wine after drinking because the bottle caps win the prize, which will trap consumers and promote "returning goods", and of course the cost will be higher.

Fourth, determine the time of the activity

1. Generally, the upcoming peak season and the peak season can be chosen. For most markets in China, June to September are generally good seasons.

2. It can be chosen on weekends or holidays with good weather.

3. It will be the peak of delivery in the morning and evening when it is cool, such as 7: 3 ~ 11: a.m. and 15: 3 ~ 18: 3 p.m.

For the community activities of beer enterprises, it is suggested that they should be held periodically and carried out for a long time, so as to achieve brand accumulation and market penetration, and the planning effect of "overnight" can be achieved in community promotion.

V. Defining the scale and location of the activity

The designed activity plan can be carried out independently, and the scale can be adjusted by increasing the number of activity points, that is, the same activity can be carried out at multiple venues at the same time, and generally one venue can continue to do activities for two days. If it is short, the publicity in the community may not be in place, and the purchasing potential of the community is not tapped enough. If it is long, the "marginal benefit" will decrease.

Whether the activity site is suitable or not is a key factor for the success or failure of community activities. The business personnel will choose the site and negotiate with the shop owner in advance, and the regional supervisor will check it. According to practice, the more suitable venue for activities may be:

1. Non-high-end communities, because there are many property management in high-end communities, it may not be possible to talk about it.

2. Mature communities, that is, higher occupancy rate.

3. The proportion of permanent residents is large, and the ratio of cooking with fire is high.

4. Have a certain spending power, otherwise "whole case purchase" is not easy to sell.

5. Points with high traffic (such as the market, the entrance to the community, etc.).

6. There is a sports venue, which requires about ten square meters of open space.

7. Have the appropriate terminal to cooperate, because it is necessary to have the terminal to cooperate with the follow-up services such as recycling empty bottles and competing for prizes, and relying on the terminal to do activities can weaken the dissatisfaction of other terminals around (manufacturers are coming to grab business).

the business team should sum up the activities in time and improve constantly. After practical screening, these activities can be gradually fixed. Enterprises can set up dozens of fixed activities in the same city, so that the promotion of community activities can be carried out in the whole city.

VI. Determine the publicity method of the activity

Publicity plays an important role in the effect of the activity, and the publicity room should be given enough attention before, during and after the activity.

1. Before the event, distribute leaflets around the event site one day in advance; Inform consumers who may pass through this activity place of tomorrow's activities, and attract them to join us then.

2. During the activity, it is also the most important publicity part to publicize by arranging or distributing some small balloons at the activity site and preaching by the promoters. Such as site layout: product stacking and cutting box display; Gifts are packed; Folding promotion tables and chairs; Banner with the theme slogan of the event; Yi Labao who promotes the brand; KT board to introduce the activities; Big sun umbrella (Aquarius); Promotional clothing; Balloons with corporate LOGO (ready to pump), etc.

3. after the activity, the company will promptly organize vehicles to distribute goods to convenience stores around these activity areas (you can bring small sales AIDS of enterprises and notices of current terminal promotion activities, etc.).

VII. Staffing and training

Community activities need more personnel input. Small-scale activities can be carried out by business personnel on weekends or holidays. Large-scale activities need to employ temporary promoters, such as recruiting some college students, who can take up their posts after being fully trained in the content of activities, site layout requirements, publicity and promotion of interest points, customer common objection answering skills, key control points, responsibilities and labor discipline, and have relatively stable cooperation.

VIII. Balance of marketing expenses

The main expenses of community activities include:

1. The expenses of the activities designed by the promotion scheme, such as the above lottery activities, are 4.45 yuan/box.

2. At the activity terminal, because the boss provides the activity venue, undertakes the after-sales recycling of empty bottles or awarding prizes, and on-site support (such as communication with the property), as the expenses that the enterprise needs to provide, for example, 2. yuan/box can be mentioned (but the terminal promotion policy is not enjoyed).

3. Salary of temporary promoters: if the basic salary is 4 yuan/day, the business shall be deposited in .5 yuan/box.

4. Material distribution (Yi Labao