Opening event planning

Opening Event Planning Chapter 1

Part One, Overview of "Saiwei" Opening Communication Planning

1. Communication Purpose

This Plan The case mainly focuses on a series of communications before the opening, which lasts from one month before the opening to the opening day. Through communication strategies at different stages, we directly or indirectly try to make consumers understand the products, environment, services and brands of "Salv Laundry", and persuade, remind and even seduce consumers to enjoy the products and services of "Salv Laundry".

2. Communication principles

1. Closely focus on the brand concept and brand personality of "Savy Laundry";

2. Use overall marketing thinking to Promote the brand of SV;

3. Develop an overall brand communication plan;

4. Carry out brand communication in stages and steps;

5. Brand communication at each stage needs to have clear purposes and themes;

6. Select targeted communication carriers based on target customers and communication themes, and focus on media mix.

7. Make a summary based on the communication effects of each stage to determine the communication plan for the next stage. This plan is not static.

3. Communication Projects

1. Advertising

Including hard and soft advertisements in local newspapers; brochures; outdoor advertising;

　2. Promotion

Opening promotion, holiday promotion, coupons, discounts, gifts, etc.;

　3. Events and experiences

"Taking advantage of the situation" manufacturing News, opening celebrations, exhibitions, street activities, clubs, customer experience activities, etc.;

4. Public relations

Including the release of press releases, participation in theme events and speeches , seminars, charitable donations, interviews for publications, community relations, monitoring and correction of media images, etc.

5. Personal selling

Visits and maintenance of group customers

6. Direct mail

Targeted delivery of DM orders, telemarketing, online marketing, etc.;

Part II, detailed communication project rules at each stage

1. The following communication projects (time nodes) should be carried out according to the following steps

1. Determine the target audience (who to communicate to);

2. Determine the purpose of communication (what marketing to achieve) Purpose);

3. Design of disseminating information (design of text or pattern);

4. Select communication channels (what media to disseminate through);

5. Prepare a communication budget (how much you plan to spend);

6. Supervise the communication process (management of the contract performance process with partners);

7. Evaluation of communication effects and summary.

2. Before opening

1. Communication project for major customers in Qingzhou

Target audience: public security, banks, hotels and other major dry cleaning customers

Purpose of communication: establish a cooperative relationship with them;

Dissemination of information: Brochure of Saiwei Laundry Life Center;

Methods of communication: telemarketing, mailing materials, personal visits , establish contact;

Communication and marketing strategy: annual card consumption, monthly settlement, etc.

Communication budget:

Communication supervision: establishment of database, quantity and quality management ;

Duration: always lasting

2. Communication projects for surrounding residential communities

Target audience: residents around the Shengshi Community Store;

Purpose of communication: let target customers know the relevant information of "Savy";

Communication information: opening time, hotline number for receiving and delivering, short introduction;

Communication channel: making DM Posters are sent directly to residents' mailboxes; store facade promotion; street lamps and flags;

Communication budget:

Communication and marketing strategies: discounts during the opening period, points gifts, etc.

Communication supervision: ensure door-to-door delivery; maintain outdoor advertising;

Duration: update as soon as new content is available;

3. Release of store recruitment information

Target audience: All citizens

Purpose of communication: Recruitment of personnel, conveying information related to "Savy Laundry";

Distribution of information: Recruitment-related information, introduction to enterprises and dry cleaners , opening time, phone number, etc.

Communication channels: Choose urban newspapers with a wide audience, half page layout is appropriate, such as morning newspapers, evening newspapers, etc.; recruitment advertisement posters are also posted at the door of the store;

Communication budget:

Communication supervision: Contract maintenance

Communication frequency: once every two weeks, twice in total; there should be a certain difference between the first and second content ;

4. Preparation for the opening ceremony

①Formulation of planning plan;

②Confirmation of invitations;

③Invited society Confirmation of the list of celebrities;

④ Invited media contact;

⑤ Implementation of the layout of the opening ceremony;

3. One week before the opening

1. Advertising communication project on bus body and taxi body

Target audience: all citizens;

Communication purpose: "Savy Laundry Qingzhou Store" brand advertising;

Dissemination information: address, phone number, brand slogan, environmental pictures (depending on the situation);

Dissemination channels: bus body, taxi rear end

Reason for selection: bus body , the rear of a taxi is a flowing scenery in the city.

It has the characteristics of low cost, wide delivery area, high arrival rate and long communication time, which can make the "Savy" brand penetrate into every corner of the city.

In addition, the audience at the rear of buses and taxis is mostly car owners, and the target audience is highly targeted.

Selection principles: bus routes passing through Saiwei Laundry;

Choose buses that detour from the city center and do not involve remote areas;

Air-conditioned vehicles;

For taxis, choose a larger local taxi company;

Communication budget:

Communication supervision: Contract supervision

Communication time : Depending on the budget, you can choose 2-4 buses, with scattered routes and wider communication;

You can choose a few more buses for taxi advertisements; the duration is generally three months to half a year, depending on Depends on the effect.

2. Placement of radio advertisements

Target audience: all citizens;

Communication purpose: opening advertisement of “Saavi Laundry”;

Communication information: address, phone number, brand slogan, opening discount information

Communication channel: one to two radio stations;

Communication budget:

Communication Supervision: Contractual maintenance of advertising

Dissemination time: one week before opening, N times a day (depending on budget and price), lasting for one week;

3. Placement of rigid newspaper advertisements

Target audience: all citizens;

Purpose of communication: the opening celebration advertisement of "Saavi Laundry";

Dissemination of information: industry associations, major enterprises and institutions Joint congratulations from units and others; environmental pictures; telephone number; opening time; opening discount information;

Communication channels: one to two media; half-page advertisement;

Communication budget:

Communication supervision: maintenance of media relations, contract maintenance of rigid advertising

Communication time: 2 days before opening, one issue per day;

4. Database promotion

A outsources this project to a database company, and its main target customers are China Mobile Global VIP customers;

Opening time, location, phone number, brand name, brand slogan, promotion strategy, etc.;

B combines with its own clothing brands to send targeted information, emails, text messages, etc. to clothing members;

Part three, event planning on the opening day

1 , Ribbon-cutting ceremony

Basic content: opening ceremony-leader's speech-ribbon-cutting-banquet.

The opening process of Saiwei Laundry Lifestyle Center

The opening ceremony is scheduled to be held at ____ at noon on the day, month and day (upper/lower) of 20xx.

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2. -- Company leaders and guests enter the venue one after another, and the etiquette lady signs in for the guests;

Wearing flowers and greeting guests, the guests are led to their seats, and the etiquette lady is waiting at the entrance. Make preparations to lead;

3. -- The master of ceremonies announces that the celebration is about to begin, and invites leaders and guests to take their seats.

All distinguished guests participating in the celebration are asked to take their seats;

4. -- The celebration officially begins, and the MC of the celebration reads the opening words of the MC;

5. -- The MC reads out the list of main guests attending the celebration;

6. -- The MC announces the contest The opening ceremony of Wei laundry life store Linhai store begins!

7. -- The master of ceremonies of the celebration announced: Please speak; (Leader of the head office);

8. -- The master of ceremonies of the celebration announced: Please speak; (Leader of the VIP Association)

9. -- The master of ceremonies of the celebration presides over the ribbon-cutting ceremony, and the etiquette lady leads the company leaders and guests to their seats;

10. -- The master of ceremonies invites guests to preside over the cutting ceremony;

11. -- The leaders of our company announced: Opening for business! (Leaders and guests cut the ribbon)

12. -- The master of ceremonies of the celebration announced: All leaders and guests are invited to have a meal!

13. -- The guests are formally seated;

2. Celebration atmosphere layout

1. Atmosphere layout of major road sections in the city

1.1 , 2 straight-lift balloons are arranged at the door.

1.2. Place knife flags along the road from the entrance to the intersection to create a festive atmosphere connecting two points;

2. Atmosphere layout in the store

The atmosphere layout should be open and open. It is grand and gives people a noble and elegant service feeling;

3. Venue atmosphere layout

3.1. Two straight-lift balloons are arranged at the venue;

3.2. The celebration-themed slogan "Opening Ceremony of Saiwei Laundry Life Center" is hung above the front door of the main venue;

3.3. Congratulatory flower baskets are placed on the left and right sides of the main door, 8 on each side;

3.4. Door The floor to the VIP seats is paved with red carpet;

3.6. Set up a sign at the gate "Warmly welcome all leaders and guests to visit the Savvy Laundry·Life Center for guidance!"

3.7. The VIP aisle next to the "Welcome Sign" is paved with a red carpet, leading to the rostrum, and a sign-in station decorated with flowers, ready for the etiquette lady to accept the guests' sign-ins and wear flowers for the guests;

3. Slogans and slogans

1. Warmly celebrate the opening of Saiwei Laundry·Qingzhou Shengshi Community Store!

2. Warmly welcome leaders, guests and friends at all levels to visit and give guidance!

IV. Cost budget

Determine by yourself

Part IV, opening day and follow-up activities

1. Store activities

1. Theme "100% joy, Saiwei Big Carousel"

2. Content: Anyone who gets the experience card of Saiwei Laundry Life Center; Anyone who purchases Saiwei laundry card, or in the specified How much is the time for laundry? Turn the turntable and the pointer points to where you will get the prize;

3. Event time: one week after opening;

4. Event location: Saiwei Laundry At the entrance of the store

5. Prizes: Savvy laundry recharge card; Savvy laundry detergent; free laundry;

6. Event organization: arranged by the store

2 , Someone is affectionate, Saiwei is polite

1. Adopt cooperative marketing form

2. Location selection: large supermarkets, crowded areas, self-owned clothing stores, etc.

　3. Activity content:

Supermarket: Distribute promotional leaflets at the supermarket checkout point; if you purchase 100 yuan, you will get an experience card and a pair of pants washed for free;

Clothing store: Hanging pop ;Place event roll-ups at the entrance of the store; promotional singles; database marketing for clothing members; experience cards or consumption cards will be given to those who purchase more than 100 yuan during the event time;

3. Saiwei website The construction process is as follows

Provide information according to the requirements of the headquarters;

Finally upload the website;

Update and modify it in a timely manner;

The store Upload the relevant information;

Note: After the website is uploaded, the website address will be indicated in the communication carrier in the following communication projects.

4. Community activities

1. Negotiate property management in the community, promote Saiwei Laundry Store, and distribute information;

2. Promotion of DM single sheets or trifold sheets , for mailbox delivery;

3. Community welfare activities: free laundry and disinfection in the welfare home; activities will be carried out from time to time as the holidays change;

4. Contact the property management, Produce elevator posters and other promotional materials, and print small gifts suitable for target customers;

5. Cross-industry cooperation

1. Cooperate with other surrounding brands for mutual promotion;

2. Cooperate with the company where the property is located, and the group purchases laundry coupons as a form of company welfare;

6. Searching and negotiating with group customers

1 , nearby restaurants, customers who need to wash uniforms; formulate group customer cooperation rules; sales staff follow up;

2. Value-added services of door-to-door collection and delivery of clothes;

7. Fixed stores Market promotion

1. To celebrate Labor Day on May 1st, we will give you a laundry coupon; if you spend 100 yuan or more, in addition to the fixed discount, you will also receive a 20 yuan laundry coupon or a suit to be washed;

2. On Mother’s Day, customers who make purchases on that day will be given a flower and a Mother’s Day greeting card;

3. June 1, Children’s Day, customers who come to make purchases will be given a gift of Saiwei One children's household item, or one Saiwei balloon;

4. August 1, Army Day, active duty or veterans, free laundry within 20 yuan;

5, 9 October 10th, Teachers’ Day, free laundry for NT$20 with a teacher’s certificate;

6. October 16th, Double Ninth Festival, elderly people over 70 years old with ID cards, free laundry for NT$20 per person; ; Opening Event Planning Part 2

The simplest and most practical computer recording software to make advertising recordings. Share your experience with everyone. You can also record your own voice. The simplest and most practical computer recording method I have ever used is a computer. Comes with audio recorder. To use it, click Start-Programs-Accessories-Entertainment in the lower left corner-there is a recorder inside. Click. A recorder will pop up. No need for me to say. Everyone can use it as soon as they see it. But if the recording needs post-processing. Add background music. This won't work. You need to download the software COOL EDIT, but that software is foreign software. It needs to be localized before it can be used if you want to do promotional store-type broadcasts. Or for promotional dubbing, it’s best to have it professionally produced. I understand this very well.

The first equipment aspect. Professional microphone for recording. The most basic one has to be a condenser microphone. 48V professional phantom power supply. 7.1 sound card for more than 600 yuan. Always *** down. It costs at least 3,000 yuan to record a smooth, clear and full effect. More important is the experience of the sound engineer. Able to grasp intonation very well. Feeling can well drive the atmosphere of the scene. Only in this way can the purpose of promotion be truly achieved. Let more customers visit the store with a catchy advertising recording. It can save a store that is facing bankruptcy. For example, a good friend of mine owns a sweater shop. Business is dismal. I'm planning to quit. Spend hundreds of dollars printing flyers.

Promote the store’s business transition. Clothing loss processing. But still few people visit. Later, I helped him find an advertising recording studio online and spent 150 yuan to produce the advertising recording. After it is done, use the MP3 file they sent to listen to it on your computer using Qianqianjing. Play in loop. Play a promotional ad. Insert some music in the middle. This way. Customers passing by his store. I walked into the store and saw a lot more than before. Pedestrians look more at his store. No longer walking by with your head down, this is the best advertising effect. Next time he wants to buy a cardigan. In his shallow consciousness. The first thing that comes to mind is this store. and beautiful sounds.

This way. Not only did his store not close. And new products are constantly coming in. One year down. I’m making a lot of money and I’m planning to expand the store. Making a promotional recording is more than just shouting. It's more of an art. Good shout.

It won't offend the neighbors. And it will increase the return rate of your store. Don’t be short of dozens of dollars. Look for unprofessional production.

Calculate carefully. Played for a few months. Nice sound. and a not-so-pleasant voice. The income gap it brings to your store. It's unimaginable. Create advertising recordings. Not everyone can do it. Even as a radio host. It's okay to record something bland. But I couldn’t shout out the momentum when recording the promotion. Still can't achieve the effect. Have the opposite effect.

As the saying goes, you get what you pay for, don’t be short of a hundred yuan. It will delay your store's business for a year. When going to a local radio station to find a host to make a recording. You must first design the manuscript to be recorded. Just send it to the radio station. It is best to indicate the feeling in the manuscript. Such as speaking speed. Feel. style etc. Otherwise it was recorded. It will make you disappointed. Opening event planning part 3

1. Significance of the event

The opening is crucial to the return of funds to the children's paradise and the brand expansion of the area. First It is of great significance to determine whether the regional market can be successfully opened. Therefore, the opening ceremony must be fully prepared and publicized; and strive to be an instant success.

2. Purpose of the event

1. Create a festive atmosphere for the opening, strive to increase the popularity of the opening; show strength, establish an image, and expand industry influence.

2. Rapidly establish the popularity of the children's paradise, thereby paving the way for good development in the area, attracting more customers to participate in the opening activities, and cultivating a stable consumer group.

3. A good opening creates a good development momentum, promotes sales, and increases sales; at the same time, it can also assess and improve the quality and sales skills of personnel, and enhance the confidence and cohesion of personnel.

3. Activity Time

XX, XX, 20xx

4. Activity Location

XXX District Children’s Paradise

5. Activity theme

Big reward for children’s park opening

6. Early preparation

(1) Publicity: methods and specific operations of early publicity

1. Posters and outdoor advertising: When striving for outdoor advertising spaces provided by shopping malls, spray-painting large-scale advertisements has better effects; shopping mall handrails, staircase glass and railing glass can be used as store advertising spaces; community newspaper columns.

2. Community home promotion:

This is the most direct and effective means of operation, but it is also the most complicated method. Specific operations:

(1) Divide into two publicity groups for publicity. Each group consists of two or more people. If conditions restrict, one person can work in a group. The purpose of the publicity team is only to continuously find and track customers through one-on-one publicity with customers within two weeks before the opening, understand the details and needs of prospective customers, and finally guide customers to the opening site.

(2) Divide the area within 5 kilometers and basically achieve a balanced distribution. Each group is responsible for an area and carries out work. Competition begins between the two groups, and the competition indicators are the number of people entering the park and the number of customers signing orders. Reward those with outstanding performance, such as cash rewards, job promotions, etc. Measures such as commissions based on the sales volume of each group can mobilize the enthusiasm of sales staff.

(3) Content of home promotion: overview and introduction of the park, detailed introduction of opening activities. It is worth noting that after understanding the situation of prospective customers, it is necessary to collect, organize and track them, and maintain communication with all store personnel to find the appropriate entry point and be prepared to quickly apply for cards when the business opens. The day before the opening, publicity staff should communicate with prospective customers by phone to confirm that they will come to the store to participate in the opening event.

3. Flyer distribution:

Part-time workers can be arranged to distribute them at intersections, downtown areas or along the streets 2-3 days in advance

4. Newspapers with leaflets:

The design of the promotional leaflet should be clear and the theme of the event should be obvious. The production should reflect the quality of the brand.

Do not use flyers printed in red or yellow monochrome, as they are not classy.

Release content:

a. Opening information: time, location, title, reservation phone number (advance reservations can be provided)

b. Promotional content

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c. Information about the park, mainly with cultural connotations

d. Information on how to participate in the opening lottery and distribution of gifts

Function: Promotion of newspaper issuance The effect is the most direct, the publicity coverage is wide, the information is comprehensive, the target customer group is clear, and the gimmick will definitely attract the public's attention, and they will be willing to participate in the activities held when the new store is opened, thus achieving the publicity effect.

Entrained media:

Number of releases:

5. Opening notice of the mobile phone text message platform

There is no need to post it everywhere, you can It adopts the form of satellite positioning and focuses on sending to residential areas with a radius of 3 kilometers. That is, positioning and sending.

6. Promotion of urban children’s channels

You can cooperate with local children’s channels and radio stations to promote the opening.

7. Advertising promotion on the rear windows of buses and taxis.

8. Urban community network, mommy writes soft articles and posts pictures from the perspective of mommy on the Internet for promotion.

9. Contact and interact with nearby kindergartens and early childhood education institutions, and invite kindergarten children and primary school students to play and experience the park.

(2) The layout of the opening event:

1. Outdoor layout

a. Several banners with congratulatory messages are hung on the building; (specific slogans To be discussed)

b. Release several congratulatory hydrogen balloons (also called lift-off balloons) in front of or on the roof of the building. (Spherical display** grand opening of children's paradise)

c. Some colorful flags can be placed on the roadside of the park

2. Entrance layout

a. Gate A big red carpet is laid out (red is used to set off the festive atmosphere at the opening), and a number of flower baskets are placed on both sides of the red carpet, which is full of warmth, auspiciousness and joy;

b. A large inflatable arch is set up at the entrance, which is majestic Spectacular, the content pasted on the arch reads: "Warm congratulations to the grand opening of **Children's Paradise ** store"

3. The layout of the park

There should be more balloons hung in the park, with the style Red and yellow are the main tones, reflecting enthusiasm, prosperity and joy!

4. Arrangement of gifts

The placement of gifts should be impressive and the pile should be large to give people the feeling of gifts A lot, very valuable, etc. There is only one purpose, to attract the attention of passing customers and create opening popularity.

(3) Personnel arrangements for the opening activities

1. Delivery of gifts (1 person) (note that the name and contact information of the child must be registered before delivery)

2. Registration of customer information (1 person) (you must prepare a workbench, printed form, and pen. The form content includes name, phone number, date of birth, and address)

3. Card processing and cashier (3 people)

4. Maintenance of order inside the park (2 people)

5. Maintenance of order outside the park (1 person)

6. Outdoor personnel guides (2 people) can assist other positions at appropriate times

(4) Preparation of items

1. 2 dolls (based on the ones from recent popular cartoons) Cartoon characters made into dolls)

2. Prizes, lottery boxes, lottery tickets

3. Customer information registration book, pen

4. Annual card, quarterly card , monthly card, happy card

5. Change

6. Flyer

7. Balloons

8. Salute

7. Opening Process

8:00 All staff will be in place to make all preparations before the celebration;

8:30 Turn on the speakers and play beautifully Songs liven up the scene;

9:00 Fireworks are fired to mark the official opening;

9:30 Dolls guide people upstairs and downstairs in the mall, creating momentum;

The lottery starts at 10:00

8. Cost budget

1. Promotional expenses

2. Prize expenses

3. Material costs

4. Funding

9. Notes

1. When choosing the opening day, it is best to choose a weekend or holiday, which will be more popular. It is prosperous; and we need to pay attention to the climate. It is not suitable to open on rainy days. It is inconvenient for people to travel on rainy days.

2. On the opening day, the staff should dress uniformly to show that the park management is standardized and professional.