General paradigm of advertising copywriting

On-site promotion plan for commercial buildings

Purpose of the event:

1. To welcome the May Day peak season and build brand publicity

2. To improve Sales volume gives customers confidence and creates conditions for stocking up in May

3 Improve customer relations (I will be transferred to this market in April)

Activity theme: Welcome May Day, Rongsheng Refrigerator is big Discount

Activity time: 2004.4.24-25 (actual operation effect is good, extended to April 27)

Preliminary work:

1. Communicate with shopping mall leaders for details The operational details are mainly price, venue, personnel and material support.

2. Promotion in Qinzhou Market on the 20th: putting up posters and packaging tricycles, and putting up posters in front of the shopping mall on the 23rd.

3. Check inventory and on-site materials on the 22nd

4. Refining the unified rhetoric of the event: Kelon manufacturer conducts promotional activities in advance during the "May Day", special sales and exquisite gifts .

On-site operations:

1. One arch, two tents, two product inflatable models, one "United Nations Energy Saving Gold Award" roll-up banner, and two poster boards.

2. 8 prototypes output: 1 special price machine 163G, 2 high-volume machines 108A, 138A, 2 new products 171D, 186SM, 1 computer performance 162AY, event main sales model 209S (United Nations Energy Saving Gold Award), 1 image machine 226AY3

Activity fee: 200 yuan for packaging tricycles (5 units), 50 yuan for transportation, temporary promotion of 30 yuan/day × 2 = 60 yuan, ***310 yuan (Shopping malls are required to apply for the venue).

Activity summary:

1. During the period, 26 units were sold, accounting for 41.2% of the 63 units sold in the month. The main competitor’s monthly sales volume was 47 units.

2. Full publicity was made for the "May Day" peak season, and the sales volume in the "May Day" seven-day period was 79 units

3. Customers took delivery of 97 units that month, which was All-time high record. However, due to unknown factors and other factors, best-selling models (290S, 163G, etc.) began to be out of stock on May 3, affecting May Day sales. (There are no agents in this area, and they are radiated from Nanning agents.)

4. The refrigerator sales in Qinzhou market have a clearer theme: energy saving, and the Rongsheng 209S. (Unexpected gain)

5. Gained the trust of customers.

Maybe many colleagues did not find what they wanted when they browsed here. Of course, what is written above are general and general things. I think the main reasons for the success of this event are: 1. The time of the event was chosen appropriately, the weekend one week before May Day. 2. Customer support, 163G is sold for an additional few dozen yuan on top of the purchase price. In addition, support was given in terms of venue and personnel. This is communication work that needs to be done well, but don't think that the customer's purpose is not to make money. All profits are transferred to other models and I have guaranteed satisfactory profits. 3. To refine the unified rhetoric, many customers who bought during the event planned to wait until May Day to buy again, but we promoted that this is Kelon's May Day promotion, with special prices and gifts. Highlight the status of manufacturer activities in the event. Manufacturers conduct promotional activities for publicity. There is no reason why they should not be more discounted than usual. God loves "promotional consumption". What we have to do at this time is: professional attire + Mandarin + business card = factory manager. 4. Festive output of the prototype, including signage, POP, special price tags, gifts, fish tanks, etc. to make the prototype "beautiful".

Case Sublimation

Have you seen "Big Shot"? When doing on-site promotions, you should be like Ge You preparing for that funeral. Don’t think about the results at the beginning. Do it as big as you want, and as far as your resources allow you to fear it. After doing a few "big games", your confidence will greatly increase. When I was planning the event for the first time, I was very nervous for a few days. I sent out flyers, posters, etc., and I was worried that the event would be disrupted. In fact, I participated in many live events before this.

Many colleagues are troubled by the arrangement of temporary shopping guides. My point of view is that the role of temporary shopping guides is to create publicity, guide customers and issue orders. Publicity is to have temporary staff receive customers, mainly to convey the theme of the event and highlight the location of the manufacturer. That is what we call unified rhetoric. Generally speaking, please do not let a temporary shopping guide participate in sales unless you are reassured by her ability, otherwise she will cause you unnecessary trouble, such as introducing product functions and product price negotiations.

7. Promote and build momentum. Large-scale event flyers are distributed one week in advance. You can contact the local post and telecommunications office to distribute them together with newspapers, or you can cooperate with newsstands. Posters can also be posted at the same time. The best time to do it at the entrance of the mall is two days before the event. If it is too early, it may affect the sales before the event.

8. Check inventory, gifts and on-site materials. Do this 2 days before the event. Special price and main-selling models require guaranteed inventory.

9. On-site operation. On-site momentum building, construction of arches, tents, sun umbrellas, roll-ups and other on-site materials, and design and display of prototype product lines. At this time, the prototype needs to be carefully dressed up to make it as "beautiful and moving" as possible. The most critical task here is the coordination of sales work. To highlight the position of the manufacturer in the activity, I have a formula here: professional attire + business card + Mandarin = manufacturer manager. One key to a successful event is strong personal promotion. Therefore, the sales ability of sales personnel is very important, but there are several sales managers and product managers in the home appliance industry who still maintain this ability. Maybe I rarely go to the front line anymore!

10. Clean up the site, summarize the assessment, and settle various expenses. Once the event is over, clear out the posters and special offer tags. Settlement of various expenses. Finally there is a summary and evaluation of the activity. Summarize the factors for success. These factors may not necessarily be in your plan. It is entirely possible. Therefore, if you want to become a master in this area, summary is very necessary. For the evaluation of activities, the sales volume during the event and the sales volume one week after the event are generally used as parameters. In addition to these, there may be other gains, such as regional brand promotion, good customer relations, etc.

From the above analysis, the planning of on-site activities is mainly reflected in: building momentum, unified rhetoric, customer support, highlighting the location of manufacturer activities, and strong personnel promotion. This is a simple but hard job, and setting up and cleaning up the event site is not easy. For the sake of the company and salary, let’s do it on site in a down-to-earth manner. I hope my manuscript will be helpful to everyone. At the same time, due to my industry and ability limitations, there may be some operations that I have not mentioned. Please discuss with my peers.