Promotion planning scheme

In order to ensure the smooth and successful work, it is often necessary to make a plan in advance, which can clearly define a general direction for an action. How should we make a plan? The following are four promotional activities planning schemes I collected, which are for reference only and I hope to help you.

Promotion Plan 1 I. Preparation

1, cell screening and selection

Promotion of old residential areas: the old residential areas have been built for a long time and the occupancy rate is high. Flat-panel lamps, ceiling lamps, kitchen lamps and energy-saving lamps are all large-area replaceable products, which can be used as the main push.

New community promotion: it is our main target and an effective area of our business. As the property is newly built, the owners are facing renovation. If a deal can be reached, it is basically a whole set of purchases.

2, material preparation:

A, do a good job of accurate positioning: according to the preliminary research, make a product line suitable for community publicity (refer to competitive brands), make activity packages, special prices and gifts, tidy up your own inventory, and prepare enough supplies and gifts according to the activity plan.

Do a good job in the terminal image of the store, but also keep the propaganda caliber, price policy and gifts consistent in the store and the community. B, do a good job in the property sector, is conducive to reducing costs, choose a good propaganda position, convenient to enter the community. C, prepare promoters, materials, etc. ;

D, do a good job in the pre-training of personnel (let everyone know the situation of the community, how we are going to visit, what is our goal, what is our activity plan, what we should pay attention to in our work, what we must do), and subdivide everyone's work goals and tasks (let everyone make a work plan according to their own goals).

Second, the way of publicity.

Third, the cost items.

Four. Activity overview:

A. Do a good job in the daily management and control of the sales promotion staff in the community: report the daily customer visits and competing products, and communicate the problems encountered in visiting customers (discuss and solve them in time).

B. go to the community from time to time to check the work of the staff. Understand the staff through other propagandists and other brand salesmen.

C. analyze the cost-sales ratio and product model ratio of community promotion.

Chapter II Theme of Promotion Planning Scheme:

Tea culture promotion and tea as friends

Purpose:

Activity time:

20xx1February 06 18:30~~20:30

Location:

Main building B50 1

Organizer: Communist Youth League Federation

Organizer: Fujian-Taiwan Cultural Seminar Association

Planning group:

Task:

(1) Arrangement and connection of activity flows. (background music) a person

(2) The choice of the host, image design and line comment. one person

(3) Tracking the ongoing activities. two people

Outreach department:

work

(1) Determine the invited guests and issue invitations in time. one person

(2) Use posters, banners, leaflets, internet and other means to promote. four

(3) Killing one person on the spot

Logistics group:

work

(1) venue layout, commodity procurement and handling. Eight people

(2) Prepare the venue services on the day of the event. Such as water cups, tea leaves, etc. trio

(3) the distribution of gifts. two people

Activity flow:

Site layout (banners, table placement, tea set, boiling water, blackboard design, cleaning, multimedia equipment debugging)

Prepare a room for guests to rest and wait (if necessary, prepare tea and other drinks)

18:00 video (introduction to tea culture and related knowledge)

18:30 The activity officially started.

1. Moderator's opening remarks (guest introduction, theme introduction, etc. )

2. Guest speech (20 minutes to one and a half hours at a time)

Activities to be prepared

Equipment: a notebook, microphone, camera, USB flash drive, induction cooker, kettle, tea set (prepare more cups), bucket, preliminary preparation: make banners, posters and invitations.

Prepare background music for the activity.

Music: Guzheng music, songs in Minnan language, you can win only if you love to fight, ranking first in the world.

Preside over speeches and comments

Get tea sets and refreshments from the tea city.

Borrow the classroom

Business card making: sample:

Front and back

After-activity work:

1. Event summary press release

2 abstracts, photos, etc.

funding budget

Remarks on dosage (unit: yuan)

Printing fee leaflet 0.08*300=24 yuan.

Poster, paint, brush 50 yuan

A banner is 8 meters long and 5*8=40 yuan.

Invitation Letter 10 yuan

Business card making 70 yuan

Activity needs

1, the activity staff must obey the deployment and keep the mobile phone communication smooth;

2. The activity personnel must strictly abide by the activity arrangement and finish the task on time;

3. This activity requires the organizers and participants to cooperate and support each other to ensure the smooth completion of the activity.

4, all kinds of unexpected problems, the parties concerned should be based on the principle of mutual understanding and mutual accommodation, friendly consultation to solve.

Members of the preparatory group should take every task seriously and deal with the work patiently.

Promotion planning scheme 3 June is hot in summer, and father loves mountains in June. The sunshine in June is the hottest in a year, symbolizing the fervent love that fathers give their children. Father loves mountains. Many things in life can't last forever, but his love for us is eternal. The annual Father's Day is coming. On this Father's Day, in order to arouse the enthusiasm of consumers, attract more customers and increase turnover, the management company decided to plan the following marketing plan for Father's Day:

I. Activity Time: June1July-June 18.

Second, the purpose of the activity:

1. Stimulate household consumption through activities to enhance the good brand image of the enterprise;

2. Stimulate consumption and compete for market share;

3. Increase the sales of E-meals and increase the business income of each store.

Third, the theme of the event: Father's Day, X Family.

Four. Location: x

Verb (short for verb) activity:

1. During the activity, the greeters in each store sent holiday wishes "Hello, Happy Holidays" to the middle-aged and elderly men who came to the store for consumption.

2. During the activity, each store added two tracks, Repay My Life and Father.

3. during the activity, there is a good gift for ordering x meal.

Where the telephone order is over 688 yuan, 4 sets of X-meal playing cards will be given free of charge, and where the telephone order is over 888 yuan, XE meal will be given free of charge, and a VIP member gold card will be sent in time. All stores should register and keep financial records.

4. During the activity, the kitchen departments of various stores launched several love packages for Father's Day. The price of each store can be determined according to its own specific situation. The dishes are mainly healthy and nutritious, and the names of the dishes reflect the father's love (reference: grateful love, father's love is like a mountain, father's love is like water, and father and son are affectionate). And promote a special Father's Day dish.

5. Guests who spend money in the store during the activity can get a free family photo (10 inch plastic package) if they spend a single table in 800 yuan. Every store should register and keep financial records.

6. The planning department uses the SMS platform to send a message of Father's Day blessing to customers: "My heart is Father's Day, X family, and warmly launch various Father's Day love packages. X Catering wishes all dads in the world a happy holiday! "

Propaganda items of intransitive verbs:

1. The planning department of the management company is responsible for carving Father's Day banners, one for each store, and the content is "Father's Day, X Family", which will be delivered to each store before June 15;

2. On June 16, the planning department of the management company sent a message of Father's Day blessing to customers in various stores. "My heart is Father's Day, X family, and various Father's Day love packages are warmly launched. X Catering wishes all dads in the world a happy holiday! " .

Seven, matters needing attention:

1. Each store carefully organizes employee learning activity plans, and conducts relevant knowledge training for employees according to the plans;

2. During the activities of each store, do a good job of taking photos and printing, and increase income-generating points;

3. The activities of loyalty cards and coupons are carried out at the same time.

Promotion plan 4 I. Advertising objectives

(1) Goals proposed by the club:

This advertising campaign aims to improve the brand awareness of the club in Hangzhou Cultural and Educational Zone, open up market segments for college students, expand market share, enhance the brand reputation of the club, and cultivate the outdoor sports consumption concept of target consumers.

(2) Expected achievable goals:

1, the market share of college students is higher than that of ordinary travel agencies;

2. The brand awareness of the club has reached a certain level and has become a market leader.

(III) Objectives of this advertising campaign:

1. After three months of marketing and advertising activities, the market share of the club in the market segment has increased to 50%;

2. The brand awareness of the club has reached more than 80%, forming a certain brand loyalty;

3. The scale of membership development has reached 500.

Second, the target market positioning strategy

On the basis of certain market research, combined with the club's own characteristics, we will subdivide the club's target market as follows:

(a) crowd positioning:

18~28 years old young people, full of energy, full of interest, full of passion, dare to accept challenges. They are the most important participants in outdoor sports.

The first target consumer: college students.

College students are a market segment with distinctive personality and outstanding characteristics. The age of this market segment is basically between 18 and 25 years old. They are young, energetic, adventurous, dare to accept challenges and have relatively rich spare time. It is an ideal consumer market for outdoor sports.

The second target consumer group: young people who have worked.

These people are also young and energetic, and have a certain economic foundation, but their free time is limited, so they can be regarded as the secondary targets of the club.

(2) regional positioning:

Main promotion area: Hangzhou Higher Education Zone. West Lake Cultural and Educational Zone, Xiasha Higher Education Zone, Zijingang Campus of Zhejiang University, etc.

Other promotion areas: the old city of Hangzhou. West Lake, Shangcheng, Xiacheng, Gongshu, Binjiang and Jianggan.

Third, the club positioning strategy

According to the Statistical Analysis Report of the Questionnaire Survey of Outdoor Sports Status of College Students in Hangzhou and the Analysis Report of the Development Status of Outdoor Sports Clubs in Hangzhou, the orientation of outdoor sports clubs is as follows.

(A) product positioning

Business scope of the club:

1, group activities:

The statistical analysis report of the questionnaire survey on outdoor sports of college students in Hangzhou shows that the duration of college students' choosing activities is basically 1~2 days, accounting for about 51%; Followed by 3~4 days, accounting for 34%; Only 15% chose activities for more than 5 days. Students are generally willing to choose short trips, which basically do not exceed 4 days.

In addition, when Hangzhou college students choose the scope of tourist destinations, other provinces and Zhejiang Province are the most important, followed by the surrounding areas and provinces of Hangzhou. There are two main reasons for the analysis. First of all, college students in Hangzhou have a misunderstanding about the outdoor sports resources around Hangzhou, thinking that there is nothing interesting around Hangzhou, but all the scenic spots are developed. Actually, it is not. The hilly area near Hangzhou is full of mountains, rivers, valleys and waterfalls, which need to be developed. It is an ideal place for outdoor sports and outdoor survival and development. Secondly, college students dare to meet challenges, take risks and are eager to travel. Because of the geographical location of Hangzhou and its surrounding provinces, it does not meet the requirements of college students' ideal travel destinations. In view of this situation, the first thing to do is to change the target consumers' understanding of outdoor sports resources in the surrounding areas of Hangzhou and set up short-distance tourist routes in the surrounding areas of Hangzhou that meet the tastes of the target consumers. This requirement mainly points out that the length of the tour is in line with the short-distance routes of college students within 4 days, and the surrounding areas and provinces of Hangzhou are undoubtedly the first choice because of their proximity. Secondly, set up medium and long-distance tourist routes in Zhejiang Province, especially in eastern, southern and western Zhejiang; Other provinces such as Tibet, Qinghai, Xinjiang, Yunnan, etc. The combination of long and short lines meets the hiking needs of some students.

At the same time, the survey shows that mountaineering and camping have the highest preference among college students, both reaching more than 70%; Followed by drifting, cave exploration and upstream, between 30% and 50%; Rock climbing, diving and hiking are between 20% and 30%; Because of the high technical requirements and great danger, the selection ratio of rapid descent is the lowest.

The financial ability of college students determines the activity expenses they can afford, and 63% of them are in 250 yuan. 3 1% college students can afford 25 1 ~ 450 yuan; Only 7% can afford 450 yuan. The affordability of expenses can also reflect the demand of target consumers for short trips within 4 days.

Based on the above analysis, group activities, as the most important business projects, should be mainly short-distance routes, and the duration of activities is generally two days and one night. Activities are mainly based on mountaineering, camping and rafting, which are highly preferred by college students. At the same time, in order to meet the needs of some students for long-distance travel, long-distance lines outside the province are appropriately opened.

2. Outdoor products retail and rental:

The survey shows that most college students don't have personal outdoor sports basic equipment and need to rent or borrow it, accounting for 58%; Secondly, even if you have some outdoor sporting goods, you have to buy them because of the high cost of basic outdoor sporting goods, among which hiking shoes and backpacks are the most; As for tents, sleeping bags, raincoats and pants, there are very few owners.

In view of the above situation, the club mainly deals in the retail of outdoor products, such as mid-range and practical hiking shoes, backpacks and other bulk outdoor products, and also manages some outdoor sports and leisure clothes appropriately. In addition, because most of the target consumers don't have personal outdoor sports basic equipment and need to rent or borrow it, the club rents out related outdoor equipment, mainly tents, sleeping bags, damp-proof mats, floor mats, barbecue utensils and other appliances that are in great demand.

(B) price positioning

The economic ability of college students determines the activity expenses they can afford. The survey reflects the tolerance of college students to different grades of expenses, and 63% of them can afford it within 250 yuan. 3 1% can bear the cost of 25 1~450 yuan; Only 7% can afford 450 yuan.

In view of the economic ability of college students, the club pricing strategy should focus on high quality and low price, highlighting practicality, practicality and practicality. Advocate to enjoy high-grade products at low prices.

(C) the club image positioning

1, name explanation:

XX is a feat of mankind. Everyone who walks through XX is a hero. Outdoor sports are adventurous, arduous and unpredictable, and need strong will and superhuman courage, which is in line with XX's spirit of challenging nature and overcoming self.

Red symbolizes youth, passion and vitality, and embodies the spirit of contemporary college students who are full of vigor, strive for progress and dare to challenge themselves.

2, the club personality image positioning:

Young, active and passionate.

3, club quality positioning:

Self-confidence, courage, perseverance, honesty and cooperation

4. The core slogan of the club: Do your best!

5. Interpretation of the core concept of the club:

XXXXtry best pays attention to its own development and provides meticulous, thoughtful and personalized service for every customer.

You try your best to challenge nature, cultivate yourself, conquer yourself and let yourself go.

Fourth, advertising appeal strategy.

(A) the goal of advertising appeal

The first goal: XXXX's advertising target is mainly college students in Hangzhou. The age of this group of people is basically between 18 and 25 years old. They are young, energetic, adventurous, dare to accept challenges and have a strong interest in outdoor sports. At the same time, college students take the school as the unit, and the crowd is dense, which is convenient for concentrated advertising activities.

The second target: young people who have already worked. This part of the appeal target is mainly 18~28 years old, young, active, with certain economic strength, and also an important target consumer group of the club.

(2) Focus of appeal: Do your best!

By showing the club's warm, young and positive personality image, the quality of self-confidence, courage, perseverance, honesty and cooperation, as well as the challenge and excitement of outdoor sports, XXXX outdoor sports club will do its best! The core idea is to make the target consumers feel the personality charm of the club.

(3) the way of complaint

According to the characteristics of the object of advertising appeal, advertising adopts the method of emotional appeal, which is characterized by "touching people with the environment", stimulating the sensory system of the target consumers and guiding them into the romantic realm by creating a rational and substantial artistic conception picture. The expressive language of emotional appeal is full of stimulation and agitation, which can affect the associative psychology and dreamy psychology of target consumers and is quite influential among young people.

Five, advertising performance strategy

(A) advertising theme

According to the focus of advertising appeal, the advertiser of XXXX is distilled as: Do your best!

By showing the enthusiastic, young and positive personality image of XXXX outdoor sports club, the quality of self-confidence, courage, perseverance, honesty and cooperation, as well as the challenge and excitement of outdoor sports, it finally explains the best! The core idea of.

(B) advertising creative strategy

Starting from the connotation of the name XXXX and the characteristics of outdoor sports, a series of associations are made to effectively express the advertising theme through the creative combination of various abstract and concrete objects. Advertising creativity pays attention to the club's core concept, quality and personality image positioning.

(3) Advertising performance requirements

Style: cool sports full of energy and passion are produced.

Tone: Passion inspires romance

Tone: bright jump

Six, advertising media strategy

(A) the overall strategy of advertising media

Starting from the target consumers' media contact habits, we should reasonably choose advertising media and effectively integrate media to achieve the best publicity effect at the most economical cost.

(B) advertising area selection

According to the positioning of the target consumption area, the main advertising area is the higher education area in Hangzhou, followed by the six districts in Hangzhou.

(3) Media selection

According to the target consumers' media contact habits and relevant media indicators in Hangzhou, select the following media for advertising:

TV Media: Hangzhou Cable TV Station

Newspaper media: Youth Times

Road signs and bus shelters: Wen Yi Road and Jiaogong Road.

Posters and leaflets: information columns of major universities

(D) Media mix

Hangzhou Cable TV Station and Youth Times, which have high coverage and influence among young people, launched an advertising campaign, and responded with advertisements of road signs and bus shelters, infiltrating with posters and leaflets.

(5) Release frequency

XXXX is planned to be launched at high frequency first, so as to penetrate the market segment of college students with a quick and powerful offensive, improve the club's popularity and expand its market share in a short time; After the release of low frequency, in order to last, always remind the target consumers of the strategy.

;