(1) Determination of Promotion Time

The promotion time is usually 10 days, spanning two weekends. From Friday weekend to next Sunday. If it is a large-scale festival, the promotion time can be arranged for a long time, but generally it should not exceed one month.

(II) Promotion Target Design Generally speaking, the promotion target for consumers is (1) to increase sales and expand sales; (2) Attracting new customers and consolidating old customers; (3) Establish corporate image and raise awareness; (4) Respond to competition and strive for customers. The promotion target should be determined according to the requirements of the enterprise and the market situation. The promotion target can be a single target or multiple targets.

The determination of the promotion object should explain the background and reasons. That is, give a description of the situation related to this promotion goal. For example, the current market, the situation of consumers and competitors, the current situation of enterprises and promotion motives. The writing requirements of this part are "objectivity" and "conciseness".

(C) promotion of theme design

1. Theme is the core of scheme design. Promotion theme is the core and central idea of scheme design, and it is a red line running through the whole marketing planning. Any plan has a theme. Only when the theme is clear, can the scheme design have a clear and definite orientation, and all kinds of factors that constitute the promotion can be organically combined into a complete scheme. The theme of promotion is expressed by "theme language", for example, the theme of Carrefour's "March 8" promotion in 2002 was "The world is wonderful because of you".

2. Requirements for theme establishment. The following points should be considered when establishing the promotion theme: (1) The theme must obey and serve the marketing objectives of the enterprise; (2) The theme must be aimed at the promotion and its objectives; (3) The theme should cater to the psychological needs of consumers, which can cause a strong buzz among consumers.

3. Expression of topic language. Promote the expression of theme language: (1) Clarify the points of interest and emotional appeal. (2) Highlight distinctive personality; (3) It has vivid vitality; (4) concise and easy to understand.

4. The theme should be creative. The establishment of the promotion theme is a creative activity and a difficult operation, which is the focus of this course training. Through this kind of training, students' innovative ability can be strengthened.

(D) the design of promotional activities

"Promotion" is the core content of scheme design. Here, the designer's intelligence and innovative ideas should be fully displayed. Scheme design requirements for promotional activities:

1, closely linked to the promotion objectives, reflecting the promotion theme. The design of the promotion plan requires focusing on the promotion theme, the plan should be as specific as possible, the action plan should be decomposed according to different time periods, and of course, the key points should be highlighted. The focus of the design is based on market analysis, giving full play to the innovative spirit of designers and striving to create a unique new scheme.

2. Select promotional items and determine the promotion scope. In the promotion of holiday shopping malls, the ultimate goal of all promotional activities is to expand sales. Before designing a specific plan, we must first determine which products to choose and how many to choose as the main products of this promotion. Generally speaking, as holiday products, there are snack food, chief mate's supplies, gifts, health care products and daily necessities. Of course, as a promotional product, you must also have: (1) a certain brand awareness; (2) It has obvious price advantage; (3) The holiday consumption demand is large.

3. Choose the promotion method and make a reasonable combination. According to the determined range of promotional products, we will design specific promotional activities. In the promotion of shopping malls, several promotion combinations should be considered, but they are widely used at present, and the most popular ones are "special price promotion", "gift promotion", "public relations promotion", "prize promotion" and "service promotion". In the scheme planning, various forms can be adopted, but attention should be paid to the "effectiveness" of the promotion method.

4. The design requirements of promotional activities are "concrete" and "operable". It's not just about how many promotional activities are emphasized. What is this? It is more important to know the actual operation. For example, the "50 kinds of special sales promotion" designed in the class example, specifically to determine the special price of each commodity, and how to display each special commodity. Some programs put more emphasis on the arrangement of activity procedures, such as the "emotional promotion activity arrangement plan" mentioned in the example.

5. The design of promotional activities pursues "creativity". The success of the scheme design mainly depends on how "creative" it is. Only innovation can be creative.