I. Publicity theme
(Knowledge changes life, happiness is on the rise-Celebrate World Reading Day) "Reading changes life, * * * builds a civilized Yangzhou".
Second, the theme description:
1. In order to welcome the17th World Book Day, let more people enjoy the charm brought by knowledge-knowledge changes fate and knowledge creates the future.
2. Stimulate Yangzhou readers' reading enthusiasm, enhance readers' self-worth and promote Yangzhou's spiritual civilization.
Third, the promotion background:
At present, due to the development of high technology, e-books have a great impact on paper books, especially young people like to read e-books and students are busy preparing for exams. The sales of Xinhua Bookstore are going from bad to worse, and each family has made various promotional measures to promote the promotion of paper books. Not to be outdone, Wenchang Xinhua Bookstore took the opportunity of "Welcome World Reading Day" to hold a large-scale book promotion activity in Yangzhou.
Fourth, the purpose of promotion:
Through this promotion, the aim is to improve the position of Wenchang Xinhua Bookstore in the eyes of Yangzhou readers, give more benefits to consumers, attract readers to join the "Welcome to World Book Day" activity, activate the sales of paper books in Yangzhou market, and enhance readers' spiritual life.
Verb (abbreviation for verb) Promotion date:
April 20 to April 25
Sixth, the promotion target:
Majority of reading enthusiasts
Seven. Promotion location:
Yangzhou Wenchang Pavilion Road Xinhua Bookstore.
Eight, product strategy:
1. Adjust the types of books and make plans to meet the needs of readers.
2. Launch new books to attract readers to buy them.
3, according to the needs of consumers, reasonable packaging.
Nine, publicity strategy:
1. Distribute leaflets at the gates of several famous schools in the center of Yangcheng. When buying books, each leaflet can be used as a book coupon for 10 yuan. Each person is limited to one, and can't overlap.
2. Post large posters in front of the bookstore to promote special books.
X. Event planning:
1, "I'll send it when you come"
On the day of the event, the top 20 customers will get a beautiful souvenir.
2 "Happy life, luck is in your hands"
Anyone who buys 42 yuan 6 or above in our store can take part in the lucky draw once, 78 yuan twice and 78 yuan three times. Voucher and invoice lottery. (The first prize can get a 100 yuan learning fund card (*** 1 person), and the second prize can get a 60 yuan learning fund card (***3 people). The third prize will be awarded the 30 yuan Learning Fund Card (***4 people). Others can get a nice souvenir.
3 "You decide the price"
During the activity, you can enjoy a 50% discount for membership cards above 800 yuan, 6.6% discount for membership cards above 300 yuan to 1000 yuan, and 7.5% discount for membership cards below 300 yuan. (minimum 100 yuan)
4 "spike"
During the activity, buy books at the designated counter from 4: 00 to 4: 00 every day, 10, with a 10% discount, and the top ten can also get big gift packages.
5. "Knowledge brings you and me closer"
Readers donate books in the "Love Book Box" to help students in poor areas. Each book donor can get a badge of "Angel of Love" and a book coupon 10 yuan.
6. "Thanks to consumers"
In order to thank the old and new customers, all customers who come to our store to buy books will be given a beautiful bookmark with the book purchase receipt.
XI。 Action of the activity:
1.Before April 20, the planning department will be responsible for designing and making souvenirs, and select some excellent magazines to be handed over to the propaganda department, which will distribute and register them during the event.
2. The Planning Department is responsible for purchasing gifts (100 copies) and making lottery boxes, designing and printing lottery paper (1000 copies) and vouchers (40 copies) and submitting them to the Propaganda Department on April 18. On the day of the event, the personnel department is responsible for drawing lots, awarding prizes and allowing registration.
3. The design department will design and make membership cards (***500) and send them to the planning department, which will hand them over to the front desk staff.
The propaganda department is responsible for setting up space in the spare place of the library for consumers to snap up.
5. The personnel department will make a "love book box" for donating books, make a good registration, make a badge (***300) before April 19, and design a deduction voucher with love patterns.
6. The trade union is responsible for issuing bookmarks on the same day and doing a good job of registration. Only one bookmark can be collected after each receipt is stamped.
7. The Design Department designs leaflets and posters, prints them and gives them to the Propaganda Department. In April 15, the shop assistants are sent to distribute leaflets in the school. Put up posters on April 16.
Twelve. Precautions:
1. During the activity, pay attention to the power supply equipment of the bookstore and take backup measures.
2. Pay attention to safety in book grabbing activities. The bookstore sent two security guards to maintain order at the scene.
3. Set up an information desk to help customers answer questions.
Thirteen. Promotion cost:
Fourteen Effect evaluation
Through a week of promotional activities, Xinhua Bookstore has established a good image in the minds of consumers. The daily sales volume increased by 20%, the market share increased by 65,438+00%, and the number of people entering the bookstore every day was twice as high as before. However, follow-up work should be done to prevent the sales volume from falling after promotion.