Now there are some goods in the store to do activities, how to make plans and implement them?

It's actually a promotion plan. I don't know the details, I can only provide some templates. If there are specific questions, I'll discuss them.

Chapter 1: Template of Retail Promotion Scheme

For the retail industry, a good and successful promotion plan can increase sales by more than 50%. Nowadays, business is increasingly inseparable from planning. Now the retail industry has planning department, marketing planning department, advertising department, planning department and other departments. Facts have proved that the planning department is already a very important department in the retail industry. The importance a company attaches to the planning department will directly affect the sales quality of a company. Then as a planning department, each promotion plan has its own style and innovation. Personally, if you want to have a successful promotion activity, you need to make a promotion plan in advance, organize relevant personnel and departments to participate in the discussion, finally reach an agreement, make a final decision, and start to use various media for publicity. This promotion planning scheme template basically includes the contents involved in activity planning, including: market analysis, activity theme, activity purpose, activity time, expected goal and effect, marketing suggestions, expense budget details, etc.

1, market analysis

[Note: To operate, we must be able to grasp the development of the market. If necessary, please describe the market situation of the products you are responsible for. ]

2. Theme of the event

[Note: Fill in the theme of the activity. The theme must be concise, clear and attractive. ]

3. Purpose of the activity

[Description: Main purpose of the activity]

4. I-word duration

[Description: Time period of activity execution. ]

5. Expected results and numerical targets

5. 1 effect expectation

[Description: Expected results. ]

5.2 Digital target

[Note: Set operable numerical targets]

6. Details of the event

6. 1 participating products

[Description: Describe the products involved in this activity and their cooperation. ]

6.2 Detailed description of activities

[Description: Describe the implementation of the activity in detail. ]

6.3 Award Setting (Random)

[Description: Awards and Awards Settings]

7. Advertising (Marketing)

[Description: In view of this activity, I put forward detailed ideas and suggestions on advertising planning and marketing. ]

7. 1 internal publicity (promotion)

7.2 External Publicity (Promotion)

8. Task arrangement and work plan of activities

[Description: subdivide all tasks that need to be completed in the activity and assign them to the person in charge. ]

9. Cost budget

[Description: Summary of input cost of all activity plans. ]

10, activity summary

[Description: Summarize the success and failure of this activity in detail as valuable reference materials. ]

Chapter II: Promotion Scheme Template

I. Purpose of the activity: Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it dealing with inventory? Is it to increase sales? Is it to crack down on competitors? Is it a new product? Or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.

Second, the target audience: is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

Three. Activity theme: In this part, we mainly solve two problems:

1, determine the theme of the event.

2. The theme of packaging activities

Price reduction? Price discount? A gift? Lucky draw? Gift certificate? Service promotion? Demonstration and promotion? Consumer credit? Or other promotional tools? What kind of promotion tools and themes to choose should take into account the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses.

After determining the theme, it is necessary to "pull the tiger skin as a banner" as artistically as possible, dilute the commercial purpose of promotion, and make the activity closer to consumers and more impress them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple price reduction promotion action into a caring action to safeguard consumers' rights and interests.

This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive.

Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider:

1. Determine your partner: Do you want the government to support you, or do you want to sell your own "dog meat" through the media? Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks.

2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.

5. Time and place of activities (sometimes this will be placed after the second point): Choosing the right time and place of promotional activities will get twice the result with half the effort, and choosing it improperly will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.

6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.

7. Pre-preparation: The pre-preparation is divided into three parts.

1, personnel arrangement

2, material preparation

3. Test scheme

In terms of personnel arrangements, it is necessary to "everyone has something to do and everything is in charge", and there can be no gaps and overlaps. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing.

In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene.

More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area.

Eight, medium-term operation: medium-term operation is mainly activity discipline and field control.

Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.

On-site control is mainly to arrange all links clearly and make them busy and orderly.

At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable.

Nine. Late continuation

The late continuation is mainly a matter of media propaganda. In which media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.

X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.

XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents.

12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.

The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits.

Chapter III: Eleventh Promotion Scheme Template

I. Promotion purpose

(1) Clean up the inventory of summer clothes through discounts, attract customers through discounts, and cooperate with the Golden Festival to boost sales while cleaning up the goods that are about to change seasons;

(2) Recruit new members with the help of National Day to expand the customer base;

(3) image publicity to enhance the brand's reputation and exposure among target consumers;

Second, the promotion theme

Welcome the National Day and give back to new and old customers.

Third, the promotion time:

20xx65438+1October1-65438+1October 5th (***5 days)

Fourth, the scope of promotion

All stores in the country

Verb (abbreviation for verb) promotional content

(1) During the activity, 30% discount will be given to some commodities (except new products);

(2) Customers who celebrate their birthdays during the activity can apply for membership cards with their ID cards and get a beautiful birthday present as long as they spend money in stores all over the country (without limiting the amount of consumption);

Note: 1, birthday is based on the date of ID card;

2. After customers successfully apply for membership cards and receive gifts, they need to register in the notebook and mark "Sent" on the consumption receipt to avoid duplication;

3. Suggested gifts are ornaments or ornaments printed with xx company logo, such as scarves, jewelry, home decorations, etc. (with photos)

(iii) Privileges of members

1. During the activity, members can enjoy 30% discount on some products and 10% discount on new products;

2. During the activity, the membership card will be scored as usual;

3. Members who celebrate their birthdays during the event will receive a beautiful birthday gift with their ID cards;

Note: Birthday is based on the date of ID card, and members need to register after receiving gifts;

Promotion and cooperation of intransitive verb activities

(1) active pop material;

(2) Leaflets: Please cooperate with the publicity activities of printing leaflets;

(3) SMS promotion: 20XX will send an activity notification SMS to member customers on September 30th;

(4) Broadcast publicity: make a broadcast of publicity activities and play it repeatedly during the activities;

(5) Shopping mall promotion: 20XX will send activity messages to shopping mall members on September 30th, and use shopping mall customer resources to develop potential customer groups;

Seven. Division of work in the preparatory period of activities (omitted)

Eight. assess

Category Project Single Price Total Quantity Total Budget Application Field Notes

gift

pop music

leaflet

Member SMS

total

attached drawing

Scarf:

Jewelry:

Home accessories:

Chapter four: New Year's Day promotion scheme for small household appliances.

I. Promotion time

20xx65438+February 25th —20XX 65438+ 10/0.

Second, the promotion background

Around New Year's Day, small household appliances, especially electric kettles, soymilk machines and other products that can be used as gifts are in the peak consumption season. In order to seize the market, various brands have taken action. At the same time, the high price of soymilk machine, juicer and other products and consumers' unfamiliarity with how to use them have always made some potential consumers hesitate. In order to seize this sales season and hesitant consumers, our company specially planned this activity.

Third, the purpose of promotion.

1. Use the Golden Week of New Year's Day to increase the retail volume of our terminals and increase distribution;

2. Through the live demonstration of the terminal, enhance the popularity of the product and stimulate hesitant consumers' desire to buy;

3. Effectively attack competitors, in order to achieve our first battle of sales tasks next year;

4. Promote the sales of other products by promoting models;

5. Enhance the confidence of dealers in operating our products and boost the morale of shopping guides.

Four. Target and scope of promotion

1, promotion target: end consumers

2. Scope: Guangzhou and Shenzhen controllable terminals (referring to stores with shopping guides)

Verb (abbreviation for verb) promotion theme

Promotion theme: YL small household appliances welcome New Year greetings, big rewards.

Slogan: 299, YL Soymilk Machine takes home; 366. YL multifunctional saucepan was taken home;

129, YL juicer took it home; 99. YL picked up the electric kettle and went home.

YL electric kettle, regular customers don't buy it, but also send it politely.

It's the New Year, so bring a soymilk machine home to your distant parents.

(Bannersslogan is the slogan or promotion theme above)

Sixth, the promotion method

Live demonstration of big reward activities, including promotional models, 8.8% discount and gifts.

1, promotional money

Electric kettle: 890 1, 8902, promotional price in 99 yuan;

Induction cooker: 30 18FB, promotional price 199 yuan.

Soymilk machine: 2000B, promotional price 299 yuan;

Stewed cup: 9 12 1, with a promotional price of 366 yuan;

Juicer: 5002B, promotional price 129 yuan;

Other models enjoy 28% discount.

2. Gift form

Customers who buy YL products will be given a beautiful New Year desk calendar (valued at 25 yuan) at random, and electric kettle customers will also be given 2 packs of 5 yuan detergent, and old customers of electric kettle will be given 5 yuan detergent 1 pack for free with valid purchase vouchers. (Except for the special price of the above gifts)

3. Live demonstration

Demonstration models: saucepan 9 12 1, soymilk machine 2000B, juicer 5002B, 5000D (these four items must be demonstrated, and other items can be increased according to the sales situation. )

Demonstrating place: entrance of shopping mall or staircase or entrance of shopping mall.

Demonstration requirements: the stew pot requires stewing bones or chicken (it can be replaced by other ones during bird flu), corn, steamed bread, eggs, sweet potatoes and so on. Steaming in a steaming grid; Soymilk machine requires continuous beating of soybean milk (sweetened soybean milk) and let all customers who come to the demonstration stage taste it; The residue juice machine requires on-site demonstration of the juicing process and cleaning process, which is easy to clean. When 5002B demonstrates the milking process, the raw materials are bananas, pure milk, rock sugar, cucumbers, carrots and so on. After the demonstration, the presenter will taste it first to show cleanliness, and then give it to the customer. Everything presented to customers must be hygienic and clean (not only in the demonstration, but also in the background to prevent customers from complaining about nausea).

Speaker's requirements: The speaker must be loud, articulate, wear headphones as far as possible, move naturally, speak with affinity, be humorous, and attract customers to watch and consult. At the same time, the presenter should also highlight the easy-to-clean process of 5002B, and prepare buckets on the spot, which will be clean as soon as dipped; Pay attention to the customer's questions and answer them while demonstrating.

Requirements for demonstration platforms: At least 3 demonstration platforms shall be placed side by side for demonstration.

On-site display layout requirements: one X stage, more than two posters and more than one banner, products and gifts are stacked separately, and the words "gifts" or "gift area" are marked on the gifts; Beautify the scene through some balloons, flowers, ribbons and bows made by the shopping guide, and stir up the atmosphere of on-site promotion.

Seven. Promote cooperation

1, product

The business manager/regional manager urges the dealers to pick up the goods in advance (especially the promotional money should be fully stocked) and the outlets to pick up the goods.

Step 2 Prepare promotional materials

The marketing department will distribute demo tables, X tables and gifts to dealers before 20th; Dealers will print black-and-white single-page promotional information, banners with promotional themes and slogans, small gifts and other materials by themselves before 25th.

3, division of labor and responsibility

General Manager of Activities-General Manager Zhang

Event leader-Danielle

Scheme preparation, distribution and verification-Marketing Department

Material Distribution-Customer Service Department

4. Shopping guide training

The shopping guide manager, business manager/regional manager of each dealer should do a good job in pre-meeting training on promotional activities and terminal presentation skills. In addition to introducing the selling points of our products to customers, this promotion will also guide customers to buy our main models from the following aspects:

Soymilk machine: it takes only ten minutes to make fresh and cooked soy milk with YL automatic soymilk machine, and the cost is less than 30 cents; It is not unknown that the whole family drinks fresh soybean milk at 30 cents a day, but it is really cost-effective. More importantly, rest assured that soy milk is made by yourself, which is hygienic and fresh. Can't drink black-hearted soybean milk. If you want to drink delicious soybean milk, you'd better make it yourself. Choose your own beans and use your own water. Hygiene is absolutely guaranteed. Do it at any time, drink it at any time, there is nothing new to say. It can be compared to buying a cup of soybean milk outside for one yuan to explain to customers.

Juicer: I want to eat carrots and cucumbers at home, but it is different to squeeze them into juice in another way; Especially for children with relatives and friends at home, the feeling is even different. (Interview Network www.mian4.net)

Braised cup: the biggest advantages of waterproof steaming are: first, good sealing, which can keep the raw material gas of stew, especially tonic, from volatilizing; Second, the heat is balanced and uniform, which will not destroy the nutritional structure of the stew; Thirdly, the stewed food is not only crisp and original, but also clear in soup color, rich in umami flavor and unique in food flavor.

5. Activity performer

Dealer market leader, dealer shopping guide manager, business manager/regional manager, Zhu Bo, etc.

X. Activity requirements

Strictly follow the requirements of "YL Terminal Promotion Guide".

If you have any questions about this promotion, please call the marketing department!

XI。 Promotional remarks

1. Promotion time: This year's New Year's Day is close to the traditional Spring Festival, and around New Year's Day is the peak time for some migrant workers to go home (there are many migrant workers in Guangzhou and Shenzhen, and these workers often go home early in order to tap the peak in Spring Festival travel rush). Migrant workers always want to bring something home after working for a year. With the improvement of people's quality of life, small and portable juicer and soymilk machine have become their first choice; In another year, due to the rising gas, induction cookers became their first choice. When we promoted sales on the spot, we found that many customers did take them home, and some of them were given to relatives and friends as gifts. This promotion is planned based on this background, and the actual effect is good, and the target consumers are very accurate.

2. Promotion model: Considering that this promotion is mainly aimed at migrant workers who want to go home, we chose a model with small size and simple function as the special price machine. For example, the juicer of 129 yuan has only a single juicing function and is small in size; 199 yuan's induction cooker is also very small. Whether the choice of promotion mode is appropriate or not has a great influence on the sales volume of this promotion.

3. Slogan: Using sensational slogans such as "take home, take home, take home, take home" can not only make migrant workers feel the urge to go home immediately, but also ensure to bring something home. The words "hug", "belt" and "pick up" not only imply that the product is small and easy to carry, but also imply that the price is extremely favorable. "Chinese New Year, bring a soymilk machine home to distant parents" makes people want to buy it. It's for parents anyway. Intentionally or unintentionally, the company's products are linked with home, which has produced a sense of intimacy and identity.

4. On-site demonstration: For products such as soymilk machine and juicer, consumers want to buy them, but they are afraid that the operation is inconvenient and complicated. Through the live demonstration of the terminal, they can dispel these ideas of consumers and have the desire to buy immediately. Some consumers say that they have no plans to buy a soymilk machine, but they just look around, but if you show it to her again and give her a delicious cup of fresh soymilk, she will pay the bill immediately. Therefore, there must be a reason why the consumer said that she was just looking around. Nothing goes to Sanbaotang. We have to find out why she hesitated, and live demonstration is the best way. The live demonstration of this promotion activity is particularly well prepared. Even writing the presentation materials and the speaker's language in advance and asking for the benefits of homemade soybean milk and juicer while demonstrating are more acceptable to consumers.

Chapter 5: Dragon Boat Festival Promotion Plan

Activity 1, Polaroid diamond dumplings spread thousands of miles for free tasting.

Activity time: May 24th, X-3 1.

During the event, a free tasting table was set up on the spot, and Polaroid Diamond prepared delicious zongzi and mung bean cake for you, so that you can enjoy the Dragon Boat Festival while shopping. Opportunity is rare, don't miss it! Activity details:

Activity props preparation: zongzi, mung bean cake samples, rice cookers 1 piece, 1 tasting table, 3 trays, 20 disposable plastic cups (small) and 2 boxes of toothpicks;

⊙ Pay attention to the cleanliness of the site;

On-site promotion, publicity activities, and promotion of goods.

Activity 2: Polaroid diamond dumplings are fragrant for thousands of miles, and there are thousands of sentient beings.

Activity time: May 24th, X-3 1.

Anyone who shops all over 200 yuan in our store at one time during the activity can get a "Fu, Lu" handheld machine (limited to 200 per day) with the computer receipt of the service center; Anyone who buys 500 yuan in our store at one time during the activity can get a box of "Xi Shou" salted eggs (six packs) from the service center with the computer receipt (daily limit 100); Anyone who buys more than 1 ,000 yuan in our store at one time during the activity period will receive a set meal of "Fu Lu Shou" (1 zongzi, a box of salted eggs) from the service center with a computer receipt (limited to 30 per day); The number of gifts is limited until they are delivered.

Activity details:

⊙ Vividly display the event gifts, and paste the words "Fu, Lu", "Shou, Jubilee" and "Fu, Lu, Shou and Jubilee" on the gifts;

Employees strictly register to give gifts.

Activity 3: Polaroid diamonds "Fu, Lu, Shou, Jubilee" send the elderly to respect and love the elderly.

Activity time: May 3, X1(Dragon Boat Festival).

Respecting the elderly is the traditional virtue of the Chinese nation. On May 30th 14:30- 17:30, jiaozi will be displayed in our store, and you are invited to attend the "Happy Birthday" to see the elderly off. At that time, Polaroid Diamonds will prepare the materials needed for making zongzi for you to show your skills. At the same time, Polaroid Diamond will give your zongzi to the elderly or veteran cadres in the community on the morning of Dragon Boat Festival (May 3 1 Sunday) to show their care for the elderly. Customers who participate in this activity can get a beautiful gift from Polaroid Diamond.

Activity details:

⊙ Stores prepare a long table to be placed at the outlet of the store, and do a good job in the atmosphere layout, especially decorate the banner of "Fu, Lu, Shou and Jubilee" to send the elderly to respect and love the elderly, so as to promote the company's image;

The store prepares all kinds of materials for making zongzi and puts them in three places on the table;

At the scene, our staff must take the lead in making zongzi, and the promoters will verbally remind and induce customers to participate in the activities and prepare gifts for the activities;

⊙ Stick the scarlet letter "Fu, Lu, Shou and Jubilee" on each cooked zongzi, put the zongzi on a gift basket, and stick the words "Fu, Lu, Shou and Jubilee" on the gift basket for the elderly;

⊙ Store personnel shall contact the nursing home or the activity center of veteran cadres in each store two days before the activity to determine the condolence time and activity flow;

⊙ The store manager, the store manager and other store leaders led the employees and enthusiastic customers in the store to visit the elderly and give gifts to express their condolences;

⊙ stores should do a good job in logistics and publicity, take photos of the process and effect of the activity and post the photos in the store after the activity.

Activity publicity

1. The store plans to put the content bulletin board of painting activities in a conspicuous position in the main entrance and service center of the store for pre-publicity on May 15.

2. During the event, the in-store broadcast will accurately and concisely broadcast the content of the event, and the broadcast frequency shall not be less than 1 time /30 minutes.

3. During the activity, the store cashier and employees actively inform customers to participate in the promotion activities.

4. Strengthen the promotion awareness training for promoters, make them understand that it is mutually beneficial to promote Polaroid diamonds, actively integrate into the promotion of Polaroid diamonds, and do a good job in oral promotion.