Model essay on the planning scheme of opening activities (I) 1. Purpose of opening activities:
1. Establish the public image of the store and win the attention of major media.
2. Gather popularity through the opening activities, show the brand-new image of xx, and improve its popularity.
3. Strengthen the local influence of xx store and promote sales through opening activities.
4. Attract the attention of the public and the media through unique activities and improve the communication effect.
Second, the early publicity plan:
The success of opening activities depends on whether the pre-publicity is in place. Only by doing a good job of early publicity can we ensure the success of the opening activities. We should have this awareness ideologically, and we would rather postpone the opening of the business than be careless in the early publicity.
The way and specific operation of pre-publicity:
1, community home promotion:
This is the most direct and effective means of operation, but it is also the most complicated method. Specific operation:
(1) Divide the publicity into two publicity groups with more than two people in each group. If conditions are limited, one person can work in a group. The purpose of the publicity group is only to find and track customers, understand the details and needs of prospective customers, and finally guide customers into the opening scene through one-on-one publicity with customers two weeks before the opening.
(2) Divide the buildings in counties and cities, and basically realize balanced distribution. Each group is responsible for a region and carries out its work. Competition between the two groups, the competition index is the number of customers who guide into the store and the number of customers who sign the bill. Give recognition to outstanding performance, such as cash reward, business personnel inspection and retention. According to the sales volume of each group, take commission and other measures to mobilize the enthusiasm of sales staff.
(3) Contents of door-to-door promotion: company profile, product introduction, detailed introduction of opening activities, basic information and wishes of customers, and invitation to enter the store. It is worth noting that after knowing the situation of prospective customers, we should collect, sort out and track them, and keep in touch with the store guide to find a suitable starting point to prepare for the quick signing of the bill when opening. The day before the opening, the salesman should communicate with the prospective customers by telephone to confirm that he will come to the store to participate in the opening activities.
2. Newspapers with leaflets: The leaflets should be clearly designed and the theme of the activities should be obvious. Production should reflect the grade of the brand. Never print leaflets in red and yellow, there is no grade.
Release content:
A. Information of class commencement: time, place, position, appointment telephone number (advance appointment can be provided).
B. Contents of preferential activities
C, enterprise-related information, mainly cultural connotation.
D. Information about the participation mode of the lottery and the distribution of gifts.
Function: The newspaper has the most direct publicity effect, wide publicity coverage, comprehensive information and clear target customers. The stunt will inevitably attract the public's attention and be willing to participate in the activities held when the new store opens, thus achieving the publicity effect.
Entrained media: ×× newspaper
Number of publications: × 10000 copies
Release date:
3. Temporary notice of newspapers and TV media: publicity is carried out within one week before the start of the activity, which is generally temporary centralized publicity. Creating motivation is crucial.
4. SMS platform opening notice: it doesn't need to fly all over the sky, but it can be sent in the form of satellite positioning, with the focus on all development buildings and building materials markets. Which is location transmission.
5, of course, combined with the local actual situation, can also take other effective methods to promote.
Third, the design of publicity content of opening activities:
First of all, we need a product with a relatively low price to attract customers and detonate the market. This price needs special emphasis and eye-catching At the same time, the design of promotional content should be relatively lively, such as price discounts and promotional gifts. And even take lottery, lottery and other ways.
Four. Create an atmosphere for the opening ceremony:
Arches, colorful flags, carpets, hanging flags, balloons, Yi Labao, flower baskets and other traditional ways can be used. The momentum must be great, such as making ten arches, lined up and so on. In order to really create an atmosphere. At the same time, the gifts should be placed with momentum and piled up in a big pile, giving people the feeling that there are many gifts and they are very valuable. One of the purposes of roadshows is to attract the attention of customers who come to visit and find the location accurately; In addition, it can attract the attention of all citizens and even the media. It is also a supplement to the atmosphere of the scene.
1. terminal layout: (reference)
(1) Adjacent blocks (in the building materials market): Announcement of Layout of Adjacent Streets and Urban Main Roads.
(2) Outside the store:
"Outside the door, there is a sword flag marked with the corporate logo.
"Put a balloon in front of the door.
"Set up a big arch outside the door.
"Set up a large theme exhibition board in front of the store to release the theme of the event.
"Building hanging giant color vertical standard.
"The door is decorated with balloons and bouquets.
(3) In-store
"A reception desk clearly marked with the corporate LOGO was set up at the gate, and promotional materials were presented to the participants.
"Set the hostess and shopping guide.
"Set up a guidance system, and set up signs that clearly mark the corporate identity.
"There is a popular flag hanging on it.
"The relevant areas in the store have set up rest areas, equipped with service personnel, and distributed gifts and promotional materials.
"Set up a business publicity desk at relevant locations in the store to display related gifts, promotional materials and souvenirs, and provide consulting services.
We will combine the layout of the terminal with the theme of the opening ceremony, but no matter what theme is used for publicity, our company will strive to be "serious, meticulous, serious and comprehensive" in the venue.
2. Specific layout: (Reference)
–Printed forms and pens are arranged in the small gift distribution office: register some personal information of the customer (name, work unit, home address, contact telephone number (please fill it in after receiving the gift).
–Sign-in desk/pen and paper.
–Tables and chairs
-Gift xx exquisite portable paper bags 200.
–xx promotional materials 200
–colored hydrogen balloon (xxLOGO) 200
Small gifts: xx exquisite advertising pens 200.
-xx exquisite notebook, designer integrated xx porcelain cup.
–Unified allocation of employees and other souvenirs
1 Red Ribbon (xx Building-above luxury, home to glory)
2 breastplate
3 xx shopping guide clothes
–guest 1 corsage 6
3. ribbon-cutting ceremony:
? (Basic contents: Opening Ceremony-Leaders' Speech-Ribbon Cutting-Cultural Activities and Other Professional Performances-Drawing lots for participants-Banquet for some VIPs (at the same time as drawing lots))
? Celebrations:
? The opening ceremony is tentatively scheduled to be held in the store at ×××× on the morning of ×××× 200. (If there is no suitable venue, the company can rent other squares or hotels.)
? —— At 9: 30, the music in the venue is loud, colorful flags are flying, the welcome guests, the military band, the lion dance team and the hostess are in place, and the staff are ready for work;
? —— At 9: 40, company leaders and guests entered the venue one after another. The hostess checked in the guests, wore flowers and led them to their seats. The hostess is waiting at the door, ready to guide.
? At 9: 55, the master of ceremonies (inviting the host) announced that the celebration was about to begin. Please be seated, leaders, guests and all participants in the celebration.
? -10: 00 The celebration officially started, and the ceremony master recited the opening remarks of the master of ceremonies; (In-store signing starts at the same time)
? -The master of ceremonies read out the list of the main guests attending the celebration;
? -Celebration MC announces: The opening ceremony of xx flagship store begins! (10 second);
? -Celebration emcee invited the military band to play a song;
? -MC announces: ×× Go ahead; (company leader);
? -MC announces: ×× Go ahead; (VIP)；
? -The ceremony master presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests to their positions;
? -MC invited xx general agent to preside over the cutting ceremony.
? -XX club leaders announced the opening of XX flagship store! (Leaders and guests cut the ribbon! )
? -At the moment when the ribbon was cut, the music was loud, fireworks were flying all over the sky, dragons and lions danced, and the celebration reached its climax;
? -Various colorful performances, such as aerobics and Latin dance. (Roadshow activity begins)
? -Celebration emcee announced: Banquet for distinguished guests!
? -in the song, MC concluded:
? The celebration is over.
Verb (verb's abbreviation) Training and arrangement of opening personnel:
On-site billing personnel should be arranged in place, in addition to the billing page, but also responsible for maintaining on-site order. It is best for the salesman who entered the community in the early stage to deliver the bill. They can eliminate the strangeness of customers who have already advertised, directly guide these customers into the store, and make psychological preparations for signing the bill, with a high success rate. The shopping guide must be trained, preferably married and decorated at home, and have enough decoration experience. The number of shopping guides should be sufficient. Logistics personnel should also be in place.
Six, on-site control:
Worries about the weather; Hydropower layout; Special persons in different product fields are responsible for the preparation and supplement of relevant materials.
Model essay on the planning scheme of opening activities (II) I. Significance of the activities:
Opening is a crucial first step for the sales of a single store, the influence of the industry, the promotion of the brand in xx area and the expansion of channels. To be precise, it was the battle of landing on the beach in xx years, which was the first battle related to whether you could land successfully, stand firm on the beach and then open up the situation. Its significance is self-evident, and the opening ceremony is a rare opportunity to build momentum. Naturally, it is also the time for businesses to compete for fishing. Therefore, this opening ceremony will follow the principles of differentiation, innovation and professionalism, strive to achieve the goal of brand promotion and sales, and create a win-win situation.
Second, the purpose of the activity:
1, drilling and copying the low-altitude commercial marketing model;
2. Evaluate and improve the accurate quality and sales skills of personnel, and enhance confidence and cohesion;
3. Demonstrate strength, establish image and expand industry influence;
4. Brand promotion, laying a foundation for market development and channel expansion;
5. Promote sales and increase sales.
Third, the activity ideas:
To sum up the significance and purpose, combined with the current market situation in Yunnan, it is planned to target young and middle-aged buyers aged 25-40, and the publicity targets are determined to be marketers and retail terminal franchisees in the building materials industry of professional decoration companies. The activity concept is established as the specialty of efficacy appeal, and emotional appeal is given priority. Professional representatives are authoritative, which meets people's requirements for quality and helps to establish the professional image of "Lizhou Building Materials"-a building materials expert. Preferential welfare, good quality and low price are the most touching and direct means of promotion, which caters to the eternal psychology of "greedy for small and cheap". Therefore, the most important thing of this activity is to create the atmosphere of the activity site and professional promotion, professional product knowledge and promotion skills.
Four. Activity time: August 8th, 2065438+00-August 1 1.
Verb (abbreviation of verb) Location: xx
Theme of intransitive verb activity: big reward for opening a business.
Seven. Activity content: 1, free of charge; 2. buying and giving activities; 3. Special offers; 4. Cash return; 5. Lottery (interactive game)
Form: 1, free delivery. The first 200–300 participants of the day will receive 1 free gift. (To attract people, register the information of potential consumers);
2. Buy and give activities.
A If you spend more than 20,000 yuan, you will get an LCD TV.
B if the consumption exceeds 15000 yuan, give a bathroom cabinet.
C if the consumption exceeds 10000 yuan, a washing machine of Midea will be given as a gift.
D. Consumers spend over 7,000 yuan to give a beautiful air conditioner.
E if you spend more than 3000 yuan, give a microwave oven to the United States.
F If you spend 1.500 yuan, you will get a gift as a beauty.
3. Special offers. Set up a special price area, and some products will carry out the profit-making activities of "opening a big reward and 20% discount";
4. Cash return. In addition to special offers, buy more and give more to the audience, and carry out a series of activities of "100 cash coupons over 300" (100 over 300, 200 over 500,500 1000);
5. Lucky draw.
1), on-site buyers can participate in the lucky draw.
Award setting: a, a set of Ailang bathroom cabinets with a grand prize value of 4376 yuan.
The first prize is a beautiful washing machine.
C, the second prize of Midea refrigerator.
D, the third prize is a beautiful Yuba.
E, a lucky prize gift worth 38 yuan.
(A: 1 b: 2 c: 5 d: 5 e: unlimited)
Eight, preliminary preparation
1. Venue: venue liaison, outreach and public relations determination, venue layout (see the schematic diagram of venue layout for details).
2. Material preparation:
(1), product reserve: a, special products, buyout products, prize reserve;
(2) Gift reserve: a. 200 consumer gifts (150 free gifts, 50 lucky draws).
(3) Activity materials: a, 3-4 arches (contents: "Grand Opening of Lizhou Building Materials", "Grand Opening Award of Lizhou Building Materials", "Opening Celebration of xx Flagship Store of Ailang Sanitary Ware" and "Special Opening Award of Ailang Sanitary Ware"); B 10 balloon (the content is the same as the banner); C. 30 banners (30 congratulatory banners); D, 100 banner, 10 e, x booth; ; F, 100 pennants and bunting; G. 20 pots of flower baskets; .
Others: 15 sets of auxiliary appliances or uniforms, 2 water dispensers, 10 paper cups, 10 boxes of mineral water.
(4), copy information:
1), 300 application forms and 300 lottery tickets;
2) 5000- 10000 leaflets (80% before publicity and 20% on site);
3) 100-200 activity poster;
5) Move the card display board. I. Activity Information, Special Zone, 5 yuan.
6), product selling point knowledge, etc
3. Advertising:
(1), TV news: TV mobile subtitles (business opening information, investment promotion information) are broadcast continuously for 0 days. Newspaper A, soft article (0 issue) B, classified advertisement (10 issue) C, newspaper clippings (0 copies)
(2) Communication network: a. Publish the information of opening activities online; B, mobile phone group SMS
(3), ground publicity: a, distribution of leaflets, the number of 4000-8000 copies, put in areas, communities, shopping malls, downtown areas, etc. ; B, poster posting, quantity100–200, community newspaper columns, buildings, etc. (implemented by advertising companies); C, publicity banners, surrounding lots, intersections, communities (implemented by advertising companies)
(4), customer promotion, invite some decoration companies.
4. Staff reserve and division of labor: existing staff 10, temporary promotion and staff 10 are added.
The general division of labor is (1) 2 people in the sign-in area; (2) 2 people in the exhibition area; (3) 4 people in downtown area +4 people (2 people in special area+2 people in gift area; (4) 2-4 people in the ceremony area; (5) 2 people in the road show area; (6), gift distribution area+lottery area 2 people.
6. Outreach and public relations: (1), contact newspapers and newsletters; (2) the contact of the road show group, the band and the etiquette lady.
Nine. Activity execution (see promotion table of detailed rules for the implementation of activity plan for details, omitted)
X. Cost budget: (83,765,438+0 yuan in total, excluding the cost budget for product specials and prizes).
(a), the early decoration production cost 1, outdoor painting 8 1 square * 15 yuan = 12 15 yuan; 2, indoor photos 4 1.8 square *20 yuan =836 yuan; 3, image wall crystal blister word 2.4m *300=720 yuan. Total 27,765,438+0 yuan (excluding installation fee).
(2) Opening activities: the venue fee is 0 yuan; (2) Gift 200, 500 yuan; ; (3) Active material: Arch 1000 Yuan; 30 banners, 1500 yuan; The total is 3000 yuan.
(2) 5000- 10000 copies, 1000- 1900 yuan; 100 poster, 200 yuan; Block 10, 500 yuan; . Total 1700-2600 yuan.
Model essay on the planning scheme of opening activities (3) 1. Analysis of market background;
1. Population base and economic index:
Xx Town has a population of 58,000, with a middle-aged and young index and potential consumption capacity. The radiation population of xx Store is 28,000, and the average consumption capacity is in 580 yuan/person/month. The radiation consumption index of the population is aging, consumption is conservative, and it has a direct purpose, and impulsive consumption accounts for 8%. Xx town is a gathering place mainly for local residents, with less industrial economy. Most of the "wage earners" work in urban areas, and they travel by means of transportation. Wage earners who work locally account for 75% and have potential consumption power.
2. Competitiveness:
The competition scope of xx store includes: xx street, xx agriculture, industry and commerce, scattered wholesale department, small convenience store, supermarkets and food markets with convenient transportation near xx, and take bus 17 to large retail groups, KA stores, shopping centers and other advantageous shopping spots in the city. However, the existing competitive format of xx is not complete, and some retail stores can't compare with us in terms of product structure, display, advertising and management, so they can't form positive competitiveness. In the urban area, most of the people who spend by bus are large household appliances, clothing and other types, and daily consumer goods will still stay in xx, so it is inconvenient to take the bus.
3. The purpose of joint marketing:
Now the xx store is opening for the second time. Google, which used to consume the new era, has certain limitations in its cognition of the new era, and this openness gives customers a brand-new feeling. Now, in addition to numerous brand franchise stores and brand-new storefront image, our store will also increase the investment in overall promotion activities, and strive to achieve: more effectively crack down on competitors, stabilize and expand market share, comprehensively stimulate consumption, guide consumption, seize market opportunities, promote commodity sales, and create a hot shopping atmosphere. In addition to its own supermarket area, this time there are pharmacies, bakeries, delicatessens, jewelry stores, infant monopoly areas, electrical monopoly areas, jade counters, cosmetics counters, mobile phone counters, mass clothing, vegetable areas, fruit areas, fresh food areas, aquatic products areas, meat areas, and factory promotions inside and outside manufacturers.
Second, 100600 1 DM promotion plan
1. Event theme: Dress up for the opening ceremony or grand opening ceremony.
2. Activity time: xx, xx, xx-xx, xx, xx.
3. Location: xx
4. Activities:
Theme: Triple Opening Ceremony
Preparation departments: operation department, planning department and business department.
A gift: free cash for opening.
Details of the activity: On the opening day (or three days before), the first 66 customers who have spent all their money in 38 yuan in our store can get a free red envelope with face value of 10 yuan and cash of 8 yuan, 6 yuan, 5 yuan, 4 yuan, 3 yuan, 2 yuan and 1 yuan, and each customer can get 3500 yuan on the same day (or every day).
Double Gift: Happy Shopping Won the Grand Prize
Details of the event: During the event, any one-time shopping in 38 yuan can be lucky draw once, and so on, and a single ticket can be lucky draw up to five times.
Remarks: counters, monopoly areas, specialty goods, grain and oil, tobacco and alcohol will not participate in this activity.
Triple gift: I'll give you a free toothbrush when you come.
Details of the event: During the event, all customers tear off the footer of the toothbrush logo at the corner of the DM poster, and get a San Xiao toothbrush for free at the designated event place in the supermarket.
Third, DM single page (spike price)
A4 coated paper 2P( 105G) 8000 copies. The operation department, the business department and the planning department all have KFC-style hand-torn coupons, with hand-torn or cut patterns on the front, text on the front, and full display on the back of a single page. Please set up inventory according to DM score and regional consumption.
Fourth, DM posters (counter and in-store version)
DM poster: A3 coated paper (bound volume) 8P( 105G) 15000 copies of Operation Department, Planning Department and Business Department.
DM poster (estimated number of specials)
For example, buy A to get A, buy A to get B, add 1 yuan goods, one to five to ten goods. The number of the above DM projects cannot be changed too much. Please make an agreement according to the actual situation. A small number of DM products (shelf image display) can be sold in the store, and the display on the ground pile must be full. The inventory of goods displayed on the mound is the quantity of goods displayed on the mound.
1 times to 2 times (depending on product characteristics). Low-priced goods should highlight the theme elements and have corresponding purchase restriction measures. Discount, buy a to get a, buy a to get b and so on. DM posters must be posted in the activities in the counter area to highlight the brand theme elements. The activity should be large and attractive enough to promote the whole joint promotion effect, so as to achieve the ultimate goal.
Auxiliary facilities for verb (verb's abbreviation) activities:
1. Cross-street banner: hung on traffic arteries and community points. (size to be determined)
2. Exterior wall banners: hung on the exterior wall of the owner. (size to be determined)
3. Greeting width, huge: hanging directly above the outer wall of the main entrance and exit. (size to be determined)
4. Air arch: placed on the external ground of the main entrance and exit.
5. red carpet: from the roadside along the two main entrances and exits to the cashier. (size to be determined)
6. Lottery stage: used for lottery and prizes. (size to be determined)
7. Ceremony ribbon-cutting platform: used for ribbon-cutting at the opening ceremony and cultural performances. (size to be determined)
8. Two publicity vehicles: to publicize the opening of our store to the surrounding communities (three days ago).
9. Four sheds in the outfield: The manufacturer will promote the outfield in the square outside. (size to be determined)
10. Hanging a flag in the store: the theme publicizes the grand opening of our store. (size to be determined)
1 1. Passage theme flag: piles above the main pedestrian passage and lifting passage to create an atmosphere. (size to be determined)
12. Colorful balloons in the store: placed on piles, walls, stigma and other places to create an atmosphere.
13. entrance colored balloon arch: the balloon arch is tied at the main entrance to create an atmosphere.
14. Theme POP writing: opening planning of KT board of directors The artist wrote the opening theme. (size to be determined)
15. Cashier's chest towel: Cashier's chest towel is inclined (welcome new and excellent purchase).
16. Bar advertisement: theme display of counter activities.
17. Transparent lottery box: Jacqueline transparent material (25*25*25). (Slogan to be determined)
Departments and personnel supporting promotional activities with intransitive verbs:
1. Cashier: 8.
Job responsibilities: familiar with cashier system, skilled cashier operation process, trained and assessed by relevant departments, with psychological quality and pressure resistance, familiar with RMB identification, etc. During the activity, the cashier supervisor will control it, and if there is any problem, it will be reported to the supervisor for solution, and no conflict with customers is allowed.
2. Cashier assistants: 8.
Responsibilities: Assist the cashier to complete the cashier's work, mainly including: taking bags, handing over the items discarded by customers to relevant departments, and cleaning up the hygiene work in the cashier's area together with the cashier. During the activity, the cashier supervisor will control and manage it, and inform the cashier supervisor to handle it when problems are found.
3. Cashier security officers: 2-4.
Responsibilities: Manage the smooth payment of cashier customers, handle disputes between cashier and customers, handle emergencies, coordinate the contact between cashier department and other relevant departments, and be responsible for public security and coordination. The activity period is directly managed by the activity manager, and any problems that cannot be solved are reported to the activity manager for handling. (guard against theft, running accounts, etc. )
4. Currency changer: 1.
Responsibilities: Prepare the change and money needed in the opening activities, provide the change and money used by each cashier every day, register and record the amount of cash paid and received every day, which will be managed by the activity manager, and report to the activity manager for coordination if there are problems that cannot be solved. (Use as many trusted people as possible)
5. Shop assistant (tallyman): 18
Terms of reference: arrange the normal daily commodity sales in the management area, replenish the supply, arrange and manage the replenishment of the pile, record the daily sales and report it to the purchasing department, manage the commodity handling in the area, keep the floor clean, serve customers, handle emergencies and prevent theft and damage. The activity cycle is managed by the activity supervisor, and when it cannot be handled, it is reported to the activity supervisor or activity manager for resolution.
6. Shop assistant: 4-6.
Responsibilities: Working under the activity supervisor and manager, assisting the infield business area, mainly helping the regional plate to deal with special events, such as helping the clerk to sort goods, replenishing stacked goods, handling damaged goods of customers in an emergency, and handling sanitation in an emergency. This pedestrian is very motivated and is a temporary leader. If there is any problem that can't be solved, he should report it to the event director or event manager for coordination.
7. Internal security: 6, external security: 6.
Responsibilities: Internal and external security personnel are mainly responsible for controlling and coordinating security, anti-theft, normal order of activities, emergency treatment and other matters during the whole activity, and coordinating all departments to smoothly carry out the whole set of opening promotion activities. During the activity, the activity manager will be responsible for it. If there are problems that cannot be solved, the activity manager will be informed and mediation will be conducted.
8. Receiving and transshipment personnel: 2.
Responsibilities: During the activity, the manager is responsible for receiving and dispatching goods, accepting orders from the purchasing and operation departments, and transporting the collected goods to relevant places for display as soon as possible. Safety is the most important thing when transporting goods, and the activity period is under the unified management of the activity director. If there is any problem that cannot be solved, the manager will inform him and mediate with him.
9. Warehouse keeper: 2.
Scope of work: During the activity, we mainly check and accept between the store and the warehouse, sort out the existing goods in the warehouse, coordinate the entry and exit of the goods needed by the store on the same day, collect and place the new goods, deliver the goods needed by the store operators at the first time, and ensure the display quantity of the goods in the store during the activity. During the activity, the activity supervisor is responsible for unified management. If there is any problem that cannot be solved, the activity supervisor will be informed for mediation.
10. Event managers: 2.
Scope of authority: Assign under the activity manager, arrange and solve the orders given by the manager, coordinate the personnel of all departments to carry out their work smoothly during the activity, deal with emergencies, solve problems raised by grassroots personnel, negotiate with the manager to solve them as soon as possible when problems occur, and effectively complete their functions and powers.
1 1. Event manager: 1.
Job responsibilities: Arrange the personnel, material resources, financial resources, facilities and other props for the whole activity, uniformly direct the smooth development of various activities during the activity, handle and solve emergencies, and ensure the smooth progress of the activity. When you encounter an event that cannot be solved, please consult our senior management and appoint a trader in our activities.
12. Office administrator: 1-2.
Responsibilities: Responsible for all office affairs, such as in-store broadcasting, sanitation, document arrangement and coordination with other departments. , and appointed under the event manager and supervisor.
I recommend it carefully.