4s shop activity planning scheme

Activity Time: # # Year # # Month # # Day

Location:No. # # # * *

Activity object: list of invited guests: omitted

Activity unit: Organizer: # # # BYD Auto 4S Store

Planning unit: Newcomer Theater Celebration Etiquette Co., Ltd..

I. Purpose of the activity:

Highlight the technical advantages of the brand-shape BYD's overall brand with products, services and culture as the breakthrough, and fully display the technical advantages of products and services.

Highlight the brand personality and boldness of vision-a grand and unique way of opening, showing the distinctive personality of BYD 4S store and the boldness of vision of big brands. The opening ceremony will not only let more people know about JAC, but also strengthen BYD's image in the eyes of consumers. At the same time, through this opening ceremony, we will enhance our visibility in the automobile industry.

Second, the highlights of the event:

Celebration and solemnity-lion dance performance

Product experience-test drive a new model. Product analysis-test drive service consultation, free car inspection. Three. Opening ceremony activity flow

(a) advertisements around the block:

1, urban advertising banner 18 (urban street # # @ @), etc. )

2. Tourism promotion (urban areas and surrounding towns, prepare relevant materials 3 days before the event)

(The above installation and preparation work will be completed 3-5 days before the activity)

(2) Stage setting:

1, stage (leader's speech, ribbon-cutting and lion dance performance)

2. Professional audio equipment (live sound effects)

3.KT board and a pot of flowers on the podium (leader's speech)

4. Cold Fireworks Group II (leaders announce the opening ceremony and ribbon-cutting ceremony)

(3) Atmosphere layout of the celebration site:

Outside the store:

1. BYD's flag with LOGO is displayed on sidewalks and flower beds (to set off the activity atmosphere and attract passers-by).

2. 15m aerial arch (the entrance and exit of the 4S shop highlights the wonderful opening ceremony)

3. Two 6-meter-long watches (both sides of the arch make the activity more atmosphere)

4. Suspended air ball suspension (attracting the bright spot around the eyeball center).

8. Banner hanging (rendering the warm atmosphere of the activity)

9. Tent building (sign-in desk and leadership seat)

10, beach chair (the arrangement of the guest and guest seats makes the scene orderly)

1 1. Open baskets (placed on both sides of the door)

12, red carpet laying (sign in from entrance to gate)

13, sign-in desk setting in front of the door. Sign in with a potted flower, pen and paper, and a corsage.

14, Royal Salute (opened by leaders)

15, remote control protocol gun (leading guests cut the ribbon).

16, a balloon arch at the door (highlighting the grand occasion of the celebration)

In-store settings:

1. A clearly marked reception desk will be set up at the entrance to present promotional materials, gifts and souvenirs to the leading guests.

2, set up welcome and sales staff (guide the guests)

3. Set up rest areas in relevant areas, equip with internal staff, and distribute gifts and promotional materials.

4. In the automobile exhibition area, vehicle exhibitors provide consulting services.

5. Balloon flower decoration on the wall (embellishing the activity atmosphere)

(The above banners, inflatable arches and Chinese watch balloon arches were all arranged the day before the event. )

Iv) Activity flow on the opening day:

Preparations before the ceremony:

1. Check the power cord in the stage area.

2. The lion dance team arrived at the scene.

3. Moderator.

4. The leader made a speech.

5, ribbon-cutting equipment.

6. Salute and firecrackers.

7. The hostess is wearing a shoulder strap, ready to greet the guests.

8. On-site staff salute the sound engineer.

9. Security personnel, on-site order and vehicle parking.

10 news media.

1 1. dressing the, an employee of jianghuai 4S store, entered the store in turn.

4s shop activity planning scheme (2)

First, the design and construction of the stage-stage frame, stage background, carpet.

Second, the lighting and sound:

Lighting: Lighting is an important part of the performance space. It is an artistic creation that comprehensively designs the visual environment lighting of characters and specific scenes according to the development of the plot, and purposefully reproduces the design intention to the audience with visual images. We should comprehensively and systematically consider the spatial modeling of characters and plots, strictly follow the modeling rules, and make good use of modeling means.

Sound: the artistic effect of sound is shown with the progress of performance and the constant change of atmosphere. The balance and naturalness of sound quality is our goal. The high pitch of the rotating wooden horn is true and pure, transparent and clear, and not harsh. () Sound processing can be more detailed and accurate.

According to the development of the plot, the lighting design of the characters and the required specific scenes is carried out in an all-round visual environment, and the design intention is reproduced to the audience with visual images. Show the environment, render the atmosphere, highlight the central figure with light color and its changes, create a sense of stage space and times, and shape the external image of stage performance.

3. Air column arch: span 8m, 10 m, 12 m, 15 m, 18m, 20 m, color: red, yellow, blue, green, orange and rose red. The specification, color, quantity, printing and pattern of Jiayuan communication arch can be customized according to customer requirements; Style Shuanglong arch, Pisces arch, cartoon arch and so on.

Fourth, lay the entrance carpet.

5. Insert colorful flags on both sides of the entrance.

The preparation before the celebration of intransitive verbs;

Put chairs, tables, tea and guest name labels behind the stage.

Get ready the props (hang them up) for picking green lions.

Place the flower baskets sent by Tonghe unit.

Equipped with stereo and microphone (debugging is normal).

The hostess stood on both sides of the carpet with a smile on her face.

The lion dance team is ready.

The musicians are ready.

Seven, the leadership admission

When the leader entered the arena, the hostess took him to the stage and put a corsage on him.

Eight. The celebration began.

1. The host announced the official start of the opening ceremony of XX4 Store, introduced the guests, and read the congratulatory message and letter from the unit.

2. Congratulatory message from leaders

The host introduced the speeches of leaders A, B and C..

Step 3 make the finishing point for the lion

The host asked a leader to make the finishing point for the lions.

The etiquette lady made the finishing point with a plate.

Leaders make the finishing point, dance with lions, and the band plays music.

4. The host announced the list of ribbon-cutting leaders.

Miss etiquette cut the ribbon on the stage with a tray, and leader A personally unveiled a 4S shop.

Leadership ribbon-cutting

Fireworks and colored smoke are placed on both sides of the stage at the same time.

5. Lions dance and bands play music. The leader sat down to watch the lion dance again. When the music reached its climax, the host announced that the lions began to pick green flowers, followed by fireworks. The lions quit and the musicians continued to play.

6. The host declared the opening ceremony closed.

The etiquette lady led the leadership off the stage.

4s shop activity planning scheme (3)

* * 65438+February, the new 4S store opened, and it has only been more than two months. There is no impression in Liuyang people's minds, and the popularity is not enough, so the sales volume can't go up. Dongfeng Nissan New Sunshine and "Urban Nomads" hackers are the two main brands of Dongfeng Nissan series cars, which have good market response and good reputation. The automobile popularity and brand recognition of the whole Dongfeng Nissan series are very good, and the advertising strategy of the head office has spread all over the country. Now, the focus is on the sales of 4S shop in Liuyang West Station. To solve local sales, especially new stores, I think one thing must be solved first: popularity, which will drive sales and word of mouth! Therefore, the following planning is carried out around this planning.

Planning core

1, boutique gift (5000- 15000 yuan), which is a big killer to attract car buyers;

2, low down payment, less daily supply marketing strategy to buy a car. For example, hackers, taking 16 and 780,000 yuan manual standard 2 drive as examples, need 60,000 yuan for down payment and 654.38+10,000 yuan for loan. The minimum down payment for purchasing a new sunshine mortgage 1/4 (minimum down payment 19950 yuan), etc. Every manufacturer should have a policy;

3. Free of car tax and license plate;

4, 3 and 8 are Women's Day, and women can enjoy several discounts when they buy a car with their ID cards.

5, free testing, free maintenance below 200 yuan, 200-500 times discount, etc. ; 500- 1000X discount, VIP club membership card, etc.

6, test drive, invite reporters and business owners to test drive, news escort, activity cooperation, after-hours advertising;

7. Community tour;

8. Brush SMS to inform users who spend more than 200 yuan in China Mobile and China Unicom every month by brushing SMS;

Planning goal

Recently: through a series of publicity, enhance the popularity of the 4S shop in West Station and expand its popularity.

Long-term: expand sales and occupy the first place in the field of automobile sales in Liuyang County. Of the 65,438+00 cars on the road, 65,438+0 are sold in our store.

merits and demerits

It can be said that this project has outstanding advantages and disadvantages.

Advantages:

(1) The brand awareness of Dongfeng Nissan series cars is very good, and the advertisements of manufacturers are put in place;

(2) The price of new sunshine is 8- 1.2 million yuan, and the price range basically covers the purchasing power of Liuyang county;

(3) Highlights of the event: March 8 is Women's Day, focusing on the curve of women buying and selling cars.

(4) When the new store opens, the discount is very attractive;

(5) The new store is located in the direction of Taiping Bridge in Liuyang West Railway Station. The surrounding communities, such as Xiyuange, New Century Garden, Sunshine Home and Ideal Home, are all mid-range communities with great purchasing potential. At the same time, it is close to Liuyang Tobacco Monopoly Bureau, Electric Power Bureau and West Bus Station.

Disadvantages:

No popularity, no bright spots, no popularity, no sales; The monthly marketing expenses of manufacturers are not high; The opening cost of new stores is high, and the income and expenditure are unbalanced;

Countermeasures: take popularity as the driving force, divide people by sales volume, and promote word-of-mouth publicity by service.

market analysis

Liuyang county is one of the four counties in Changsha, and its economic level is generally higher than the other three counties, so it has great purchasing potential. At the same time, Liuyang's economic advantage lies in the export of fireworks industry, so the main buyers are business owners and private owners, as well as government officials. As long as this promotion and relationship maintenance are done well, sales volume should not be a problem. Take the collective car purchase event of Dayao fireworks owners as an example; Most grass-roots government officials are born in the 1980s, and their consumption concepts are advanced, so the policy of zero down payment or low down payment for loans is still very attractive.

propaganda model

From the end of February to March 8, all funds and resources will be concentrated to hold community exhibitions, free car testing, and invite celebrities to test drive to assist in the publicity activities of Women's Day on March 8. In terms of advertising, bus mobile advertising and knife flag publicity are carried out in the main traffic areas of the county; Cooperate with China Mobile and China Unicom to brush SMS notification activities;

Basic mode: activity clearing+advertising cooperation+news assistance

First, activity orientation: It is best to go to some towns and villages with great consumption potential for exhibition and free test, and try to test drive. Be specific.

Second, advertising cooperation:

1. The main bus body advertisements in the county have been purchased 1 month.

2. Buy the flag for 0/5 days in Main Street/KLOC and give it to the advertising company.

3, brush text messages;

4. Print exquisite brochures and put them in stores at fixed points to let most businesses know. Distribute exquisite DM to advertise in the car;

5. Hang banners in government office buildings and business districts.

Three. News assistance: Women's Day discount, test drive.

"Activities escort, advertising cooperation, news-assisted publicity advantages.

(1) Advantages of news reporting and publicity: wide reading range (listening while watching), high reliability, easy to attract attention, easy to be remembered by the audience, especially effective for brand building, and the biggest advantage is "saving money".

Disadvantages of news reports: it is generally difficult to introduce the specific content of products in detail, including specifications and prices.

(2) Advantages of advertising: As long as it does not violate relevant laws and regulations, you can introduce your products in a comprehensive and detailed way.

Disadvantages of advertising: high cost, little love for the public, poor credibility and low attention.

(3) Activities:

Advantages of activities: Activities can concretize and live the contents of many news and advertisements, and many activities are news themselves, which can effectively cooperate with publicity.

Disadvantages of the activity: it is difficult to organize because of the large energy input.

Conclusion:

The mode of "news report+activity+advertisement" can effectively combine and make up for their shortcomings, and achieve the most effective publicity effect with the least investment.

Propagandize ideas and concepts

There must be a hierarchy and a main direction, and you can't rush headlong into it.

The first stage: emergence period

Mainly to strengthen the awareness of the masses. Kick off with bus body advertisement+SMS+knife flag.

The second stage promotion period

Planning points, planning community tour activities, free test drive activities, driving sales revenue.

The third stage: strengthening period

Give priority to preferential car purchase, brush short messages in a concentrated time period, vigorously promote preferential and fine gifts in the exhibition tour, print leaflets and distribute them in large quantities, mainly for people with cars;

The fourth stage: news assistance

News reports are linked to women's day on March 8, and the specific operation is done by yourself.

Implementation principle

In planning and implementation, we must grasp the principle of combining planning with flexibility. Be sure to surpass others in service. If there is a problem, report it immediately. You can change your original plan and catch every customer.

In the process of publicity, promotion and advertising, we should also establish the "two ones" project, namely:

(1) Establish and improve an excellent team, which can quickly respond to market turmoil, identify and feel.

(2) Please invite etiquette teams and military bands to the roving exhibition. Either don't do it, or create a sensation, set up a stall, and keep up with sales.