In order to ensure the smooth and successful activities, it is often necessary to make an activity plan in advance, which is made for an activity, including detailed rules and steps for the implementation of specific actions. So do you understand the activity plan? The following is my carefully compiled 202 1 Christmas marketing campaign planning model essay (5 general remarks), for reference only, welcome to read.
Christmas marketing plan 1 Christmas is the most popular large-scale festival in China, which has been gradually accepted by the people in China. Although Christmas is short, it takes a long time to prepare. As long as the goods are well selected and properly operated, good results can be achieved. For this festival, mainly from the following two aspects:
1, store layout
The layout of the store should focus on the choice of business goods. According to Mr. Xie's opinion, the seasonal commodities of Christmas in department stores are mainly small greeting cards and other gift commodities. With the help of related snack foods and gifts in grocery stores, a centralized Christmas gift area is set up and arranged in relevant positions in the store. In order to reduce the cost, the atmosphere layout of the store should be simplified as much as possible, with the focus on the layout of the customer service center. The customer service center has set up a 3.30-meter Christmas tree, and the decorative items include half a bell, snowballs, colored lights and colored strips. Colored lights are centrally arranged at the edge of the customer service center, and a large Christmas atmosphere POP is arranged at the front desk. At the same time, in order to increase the atmosphere in the store, we bought three sets of Christmas clothes (clothes, hats and belts) for the promoters in the supermarket. The expenses are collected by the personnel department from the manufacturer, and other employees are purchased by the company and worn during Christmas. The employees in the customer service center wear Christmas clothes in uniform. In addition to women's clothes, you should also buy a set of men's clothes (Santa Claus clothes), which is worn by an employee of the customer service center and is responsible for distributing gifts.
2. Promotion activities
Because of the short continuity of Christmas, we should pay attention to the continuity of the atmosphere of various activities. Therefore, we have made the following plans: to buy 65,438+0,000 Santa Claus dolls at a unit price of about 65,438+0.00 yuan, and to buy 65,438+0,000 Santa hats at a unit price of about 0.50 yuan. During the Christmas period, anyone who shops all over 25 yuan in Trust-Mart's warehouse supermarket can get a copy of Santa Claus from Trust-Mart's customer service center with the cashier's receipt. The activity time is February 20th 65438+February 26th 65438+February 26th. After the distribution, 5,000 shake flowers will be purchased in a centralized way, and will be distributed at 5 pm on February 24th, 25th and 26th. 10 yuan, and those who spend more than 10 yuan will get 2 shake flowers. Such promotional activities, on the one hand, can create a strong Christmas atmosphere, on the other hand, it can also let consumers appreciate the humid and unique cultural atmosphere.
Bells jingle and Santa Claus brings good luck. From 22nd to 26th, the supermarket sent eight Santas to deliver "small balloons, calendars, calendars, small gift bags and key chains" in the store.
Shopping is auspicious. When you shop all over 25 yuan, you will get a supermarket Christmas hat. At the same time, you will have the opportunity to express your New Year wishes to your loved ones on greeting cards, and tie them to the Christmas trees inside and outside the supermarket or give them directly to those who wish you well. On 24th and 25th, 200 free supermarket Christmas hats will be given to children.
From 22nd to 26th, 48 yuan bought a single receipt and exchanged it for a 50% discount card for turkey leg, loose sugar and loose jelly at the service desk. This card only corresponds to one commodity, and there are 100 receipts every day. Except for household appliances and group purchase receipts, the receipts are not accumulated.
From 22nd to 29th, every day 100 single receipt (excluding cumulative receipt) totals 18 yuan can get a supermarket membership card for free at the card issuing office!
Crazy Christmas Eve, you are invited to cross * * *. The activity officially started on the afternoon of 24th 14: 25 and ended at 22: 00. See details.
14: 25 ~ 17: 00, outdoor performance begins, 15: 00, giant Christmas cake (80cm 180cm) is displayed in the store (supervised by someone), and Santa Claus walks around the cake frequently.180 cm. From 16: 00 to 19: 00, large-scale promotional activities in the venue will attract a large number of customers. The performance starts from 18: 00 to 2 1: 00. Santa Claus in the store will draw children dancing (rabbit dance or butterfly dance) outside the venue, and the off-site performance team should be able to cooperate (be responsible).
2 1: 00, the cake party starts on time and is broadcast in time. The concert will switch to Jingle Bells at 2 1: 00!
Open the champagne first (responsible), cut the cake and eat it (responsible), and the security guard maintains the order at the scene (responsible).
Fireworks are set off in the square at 22 o'clock.
Christmas Marketing Plan 2 Activity Theme:
Carnival Christmas month, big shopping fever.
Activity purpose:
Taking the gradual improvement of consumer popularity this month as an opportunity, through systematic publicity inside and outside the store, we will give customers a refreshing feeling, make every effort to create a good shopping environment and enhance the overall external image of the supermarket; And through a series of promotional activities, attract passengers, increase popularity and improve sales performance; At the same time, through social welfare marketing, the social reputation of supermarkets will be enhanced, and a good commercial brand image of supermarkets will be established in an all-round way, thus laying a solid foundation for the hot sale of goods years ago.
Activity time:
65438+February 3rd ~ 65438+February 25th
Activity organization plan:
In order to make the activities continuous and cohesive, the activities will be arranged on a weekly basis, and customers will be promoted in turn, so as to continuously stimulate consumers' shopping desire, deepen customers' impression of the supermarket and continuously implement consumption behavior.
First, surprise first-distribute rice
Time: 65438+February 3rd ~ 65438+February 10.
Activities:
1) Shopping points are sent to rice, and how much is accumulated!
Copywriter: Customers are our God, and we can't do without your support. In order to thank customers for their long-term support and loyalty, our supermarket is particularly sincere and dedicated, and returns the people of Qidong with great value.
Content: During the activity period (12.3 ~ 12.9), customers only need to spend 2 yuan to get the points card, and customers can get 10 Jin of rice with the accumulated points or one-time points (200 yuan) of shopping with the points card; Full 15 points, send 15 kg of rice; ..... and so on, a total of 50 points, the upper limit to send 50 kg of rice. At the time of exchange, customers can collect rice at the gift distribution office of the shopping mall with their loyalty cards, computer receipts and related documents.
Operating instructions:
(1) This card can be swiped directly at the cashier, and the group purchase does not participate in this activity.
(2) Printing scorecards: implemented by the Planning Department and put in place before February 2, 65438.
③ Every customer spends 20 yuan, that is, 1 points. The bottom line of the score is 10. If the score is less than 10, rice will not be exchanged. The upper limit is 50 points. If you exceed 50 points, you can only exchange 50 points, and the balance will be accumulated to the next cash.
(4) Set up a platform for the sales of loyalty cards: the Finance Department appoints a special person to be responsible for the sales, and the artists of the Planning Department explain the eye-catching POP activities. Customers must fill in the necessary contact information such as name, address and telephone number when receiving the points card, otherwise the points will be invalid.
⑤ Redemption of points on points cards (points are delivered to meters), and inquiry service is provided at the service desk.
⑥ In case the customer returns the goods, be sure to bring the shopping receipt and loyalty card.
2) Special price for good products-one of the special prices for saving money.
Activity content: The purchasing department must prepare seasonal goods, especially brand new products, before February 2, 65438 to ensure the completeness and attractiveness of the goods.
On this basis, we will comprehensively launch winter featured products and some new featured products, totaling no less than 60 featured products. Specials must be highly sensitive, mainly cold series goods, daily necessities and health care products. (Avoid using the old version of the original specials)
Activity promotion: DM leaflets, posters, in-store broadcasts, banners.
B, the second surprise-affordable crawling
Time: 65438+February11~ 65438+February 16.
Activities:
3) The scorecard has an appointment with you again!
Activity analysis: Because the promotion in the first week is relatively strong, it will not only attract customers with loyalty cards, but also attract customers without loyalty cards. At this time, another loyalty card will be issued to expand the loyalty card customers again and strive for market share.
Activities: As long as you shop all over 28 yuan in this supermarket, you can get a bonus card, which can not only enjoy the previously agreed benefits, but also enjoy more valuable returns during Christmas. One card in hand, the surprise moment is here!
Active operation:
On the back of the first bonus card, there is a description of "more value, more discount".
② During this period, it is necessary to comprehensively promote more favorable loyalty cards, such as DM flyers, banners, in-store broadcasts, POPs, posters, etc.
4) The best products are purchased at special prices-the second special price is to save money.
Activity content: The purchasing department will purchase enough commodities again in advance, requiring both high-quality products and new products to be in place at the same time, and continue to launch no less than 60 special products in the second phase. Avoid old versions of bargains.
Activity promotion: DM leaflets, posters, in-store broadcasts, banners.
C, the third surprise-romantic winter trip, Jinguo will send you to Europe.
Activity time: 65438+February11~ 65438+February 24th.
Activities:
5) Romantic winter trip, Jinguo will send you to Europe.
Content: During the activity, every one-time shopping in Jinguo Supermarket in 48 yuan will be given a pair of gloves (to keep warm). At the same time, a lottery ticket is attached to the glove, and the lottery ticket is set as follows:
First prize: 1 person, and the bonus of "Free Five-Day Tour in Europe" on New Year's Day is 2000 yuan.
Second prize: 1 person, the value of the "five-day tour" on the first day of New Year's Day 1200 yuan.
Third prize: 2 prizes, the value of which is 800 yuan's New Year's Day "Hainan Free Three-Day Tour".
Fourth prize: 3 people, a set of thermal underwear worth 200 yuan.
Fifth Prize: Several winners, one electric blanket worth 45 yuan.
Note: In order to fully reflect the openness, fairness and justice of this event, it is necessary to highlight the openness, fairness and justice of the event in terms of publicity momentum and focus (to stimulate and render the promotion effect); At the same time, in actual operation, the lottery form is arranged on Saturday (65438+February 18) and Peace Night (65438+February 24th), and the winners are notified by telephone on the spot (only once, and those who are not connected or can't be contacted will be drawn separately until they are connected).
Note: Customers are invited to announce the winners as notaries.
On-the-spot publicity strategy: Invite TV reporters to broadcast live in the form of news to consolidate the authenticity of the activities of Jinguo Supermarket again.
All lottery tickets are marked with the words "It rains in winter and I am in send warm". This kind of "emotional" marketing is to win over the relationship with customers.
Active operation:
1) The lottery ticket is printed by the planning department, sealed by the finance department, and the finance department and the loss prevention department 1 person put the lottery ticket into the gift warm gloves respectively, and then put all the gloves into the gift box.
2) Gloves are managed and distributed by Finance Department and Loss Prevention Department. The customer takes out a pair of gloves from the gift box with the shopping receipt. At the same time, do a good job in lottery registration.
3) The purchasing department is responsible for implementing the glove giveaway in advance.
4) Lottery tickets are sponsored by the purchasing department in contact with dealers (naming right form).
5) The purchasing department is responsible for the implementation of prizes, which are provided by dealers.
Activity promotion: DM flyers, posters, in-store broadcasts.
D, the fourth surprise-carnival Christmas, big gift.
Activity time: 65438+February 21~ 65438+February 28.
Activities:
6) Carnival Christmas, ultra-low sale
Time: 65438+February 2 1 ~28.
Content: During the activity, targeted goods, sensitive and seasonal goods will be sold at shocking prices and ultra-low prices. Such as: cold supplies, daily necessities, toys, stationery, health care products, fashionable fruits and vegetables, etc.
Operating instructions: The purchasing department must put the special commodities (more than 60 kinds) in place before 65438+February 19 to ensure the full supply of goods in the store.
7) Santa Claus is coming! Tian Mi gift da delivery
Content: 12 During February 23rd-25th, Santa Claus and Santa's mother-in-law took Christmas packages and gave candy to children who came to our supermarket. (Loss Prevention Department and Administration Department factions 1 people dress up as Santa Claus and Santa's mother-in-law. )
Eight) revel in Christmas and get one for an extra yuan.
Content: 12 During the period from February 23rd to 25th, every one-time shopping in 58 yuan will be given a Christmas hat of 1 yuan.
68 yuan Jia 1 Yuan You 1 Grapefruit.
Caption: Grapefruit symbolizes good luck.
98 yuan and 0 yuan add 1 bottle of soy sauce.
Operating instructions:
(1) The purchasing department will put the gifts in place in advance (22 days ago) to ensure that the number of gifts is sufficient.
(2) the distribution of gifts. Build a Christmas house with Christmas songs and Christmas lights. Using the Christmas room as a gift distribution office, the administrative department (or the financial department) and the loss prevention department each send one person to dress up as Santa Claus and distribute gifts in the Christmas room.
(3) The customer receives the gift with the shopping receipt, and the gift distributor registers the gift distribution (including the customer's name, address, telephone number, etc.). ).
Christmas presents and decorations are on sale.
Content: The purchasing department must purchase Christmas gifts and ornaments in place before 65438+February 65438+June. The operation department will specially display Christmas gifts and ornaments, and set up a special sales area for Christmas gifts and ornaments. The planning department makes eye-catching POP labels and makes relevant arrangements for the special sale area. ..... for the "Christmas gift ornaments" monopoly.
Activity promotion: DM leaflets, posters, in-store broadcasts, banners.
Christmas marketing plan 3 times:
20xx65438+February 16-3 1.
Location:
Shopping malls, commercial shops, so fashionable.
Theme:
Send peace to the world.
Subtitle:
True feelings, love all over the world
Christmas background music:
Festival music such as edelweiss, jingle bells and Christmas Eve.
Required props:
There are xx Christmas booths, xx red carpets, xx Christmas trees, xx ribbons, xx strings of Christmas lights, xx theme banners, xx gift wrapping socks, xx Christmas hats, xx colored balloons, xx signboards, xx bags of cotton wool, xx bags of celebration colored paper fragments, and xx small bows.
Activity arrangement
Terminal layout 1:
1, in the center of the supermarket, set up Christmas stalls and lay carpets.
2. Set up the Christmas tree and hang the colored lights in the center of the booth.
3. Put the yellow card goods into gift packing socks and hang them on the Christmas tree.
4. Decorate the Christmas tree with absorbent cotton and sprinkle with pieces of colored paper.
5. Wrap all the blank columns in the store with colored stripes, and then decorate the blank walls and windows with colored stripes to form "Merry Christmas" and "marry cristmas" and the pattern of Christmas tree or Santa Claus.
6. Every floor of the shopping rack is decorated with colored strips.
7. Tie hydrogen balloons in each area of the store, 10 balloons, and distribute them on each shelf according to the actual proportion.
8. Hang a Christmas hat and Christmas socks up and down for each balloon.
9. The entrance says "Send peace to the world".
10, the exit is hung with "true feelings, love all over the world".
Terminal Layout 2: Store Adjustment
1. Select the fine products of each category to make a pile head, and sprinkle the broken gold powder colored paper on each pile head.
2. Put a small bow on each business. (fresh goods don't stick)
3. Stack the goods around the Christmas tree. Arrangement: ① Circular arrangement: fresh → red wine → Christmas toys → promotional clothing → household items → snacks → drinks → fresh → rectangular arrangement:
The first line, left: fresh, right: red wine.
The second line, left: Christmas toys, right: promotional clothing.
Center: Christmas tree
The third line: left: household goods, right: snacks.
The fourth line: left: drinks, right: fresh.
4. Hang the names of all districts at the interfaces of all districts, such as Delicious Street and Furniture Road.
5. Christmas shopping guides are arranged on each shelf interface to welcome customers. (Every shopping guide emcee wears a Christmas hat.)
Cooperate with:
1, notified by commodity management department
2. The actual activities of chain companies
3. Goods configured by the procurement center
4, planning to do newspaper advertising, inkjet, signs.
Advertising:
1, radio and television newspaper to do full-page color advertising 2.
2. Sew xx times in the daily newspaper and evening paper.
3. The banner planning center at the entrance and exit of the supermarket.
Christmas Marketing Plan 4 I. Theme:
To welcome Christmas/celebrate New Year's Day, the shopping center will set off a storm of low prices to welcome the New Year.
Second, the content:
Welcome Christmas/celebrate New Year's Day. On the occasion of the new year, the shopping center gives back to the people of Fuquan for their support and love for the shopping mall. Shopping centers have once again set off a storm of low prices. We will welcome consumers and welcome the arrival of the new year with the lowest price, rich and complete goods and the most comfortable environment.
Activity 1: Warm Christmas Eve to send blessings.
Customers who spend more than RMB 18 yuan in the shopping center on February 24th, 65438 can get a Christmas scarf as long as you leave a message in our guestbook with a cashier receipt or a counter receipt to wish the New Year.
Activity 2: Save money in the basket every day and use posters as money.
65438+ During the poster period of February 24th-1 May 5th, customers who come to the store to spend money can use 1 yuan in Shang Chao district by cutting corners of the poster distributed by the shopping center. Each person can only use one poster at a time, and the corner of the poster is only for shopping, and there is no change. )
Activity 3: Happy New Year's Day.
20xx 1 month 65438 to 1 month 3, customers who have made a one-time shopping trip to 48 yuan in the shopping center can participate in Happy New Year's Day Grab: with the computer receipt, consumers grab the gift area with both hands within 3 seconds from the start of the three-meter starting line and then run back to the starting line. The gift that can be caught is a consumer gift. No gifts for overtime or violation of regulations. Gifts include: bulk candy, jelly, cakes or packaged biscuits or other goods close to the shelf life.
Third, the venue arrangement.
1, activities 1 can be arranged at the stairs of the mall.
2. Activity 3 is arranged in the open space next to the stairs of the mall.
Fourth, personnel arrangements.
There are two people for the activity personnel, and the backstage financial personnel or other personnel can support them at any time.
Fifth, the layout of the store.
1. Neon lights are hung on small signboards facing the street.
The two pillars facing the street are wrapped in red cloth with Santa Claus or Christmas posters on them.
3. Put two Christmas trees on both sides of the stairs and hold colored strips.
4. Pull neon lights and colored strips at the top of both sides of the stairs until the stairs are finished.
5. Put two smaller Christmas trees on both sides of the porch, stick Santa Claus statues or Christmas posters on both sides of stainless steel, and hold neon lights.
6. There are statues of Santa Claus or Christmas posters on some pillars, checkout counters and service desks in the store, and some places still hold colored strips.
Six, the required materials, commodity display and advertising.
1, Santa Claus statue: 1 m x6 x 15 yuan.
60CMx 10 x8 yuan
30CMx30 x3 Yuan
Christmas poster: large x6 pieces x5 yuan.
Small x20 sheets x3 yuan
Christmas tree: 1.8m x2 x 150 yuan.
1 m x4 trees x90 yuan
Christmas hat: RMB 50 (per employee 1 block, from 12 to 18).
Santa suit: 1 set x50 yuan
Neon lamp: 40 yuan x5 yuan
Color bar: 100 x0.5 yuan.
2, the required items and gifts
Candy: 200 kg x2.5 yuan/kg
Christmas towel circumference 200 x3 Yuan/article
3. advertising.
Two banners:
A, the one under the big signboard is 10 meter long. The content is: "Welcome Christmas/Happy New Year's Day"
B, the middle of the two street lamps is 8 meters long. The content is: "Welcome Christmas/New Year's Day and then raise the storm of low prices, saving you money every day."
DM news:
A, theme: Welcome Christmas/Happy New Year's Day, then lift the storm of low prices and save you money every day.
B, layout: divided into five P:
1P: Christmas special edition;
2P: Fresh food: a vegetable basket every day, save a little every day. Introduce fresh specialties by date every day.
3P: Food: mainly bulk/grain and oil/candy/biscuits.
4P: Washing/department store: mainly goods provided by suppliers. Plus cleaning supplies/tableware/warmth supplies.
5P: Counter area.
Seven, the cost.
1. Material cost: 2548 yuan in total.
2. Goods and gifts required: total 1 100 yuan.
3. Advertising fee: A. Banner 18m x3 Yuan /m =54 yuan.
B, 5000 DM newsletters x0.4 yuan =2000 yuan.
* * * Cost: 5748 yuan.
The fifth plan of Christmas marketing activities takes "give it when you come, give it when you buy it back, and give it to shopping" as the main line, especially launching the ultra-low-priced auction of famous household appliances, and running through the large-scale cultural performance of "Silver Rhapsody", trying to create a festive carnival atmosphere, promote the sales of shopping malls and enhance the corporate image through sensational social effects.
A, Merry Christmas, discount shopping has a good gift.
Time: 20xx65438+February 65438+August-25th.
Specific content: During the activity, the whole building will be sold at a discount of 60%. Those who have accumulated shopping in 30 yuan and household appliances and cosmetics in 60 yuan on the same day (except yellow platinum, discount, bathroom and products that are definitely not participating in activities) can redeem a happy card at the card exchange office on the first floor with the shopping microcomputer receipt, and buy more and exchange more.
Second, come and deliver.
Time: 20: 00-24: 00 on February 24th, XX, 65438.
Specific content: During the activity, all customers who come to the building will receive a small Christmas gift.
Third, buy and send.
1, time: 65438+20: 00-24: 00 on February 24th, XX.
2. Specific content: During the activity, anyone who buys more than 65,438+00 yuan on the basis of the discount of our building can get a Christmas hat from the gift distribution office on each floor with the receipt of the shopping computer.
Fourth, to the surprise of Christmas Eve, the famous home appliance giants have come.
1. Activity time: 20: 00-24: 00 on the evening of August 24th, 65430, XX.
2. Specific content: During the activity, all customers who come to our building can participate in the auction of famous household appliances on the stage of Beimen Square.
Five, Christmas Eve "Silver Rhapsody" large-scale cultural performances
1. Activity time: 20: 00-24: 00 on the evening of August 24th, 65430, XX.
2. Specific content: During the activity, the West Gate Square of our building was full of stars, performing together, playing "Silver Rhapsody" with crazy disco, rock music and passionate singing and dancing, and offering a Christmas dinner to the customers who came to our building on Christmas Eve.