Advertising planning for event delivery.

Send 30 advertising plans when doing activities 1 1. Purpose of activities

1. Take the "new semester" as an opportunity to further publicize the overall image of campus supermarkets and improve the credibility and reputation of campus supermarkets in the eyes of students;

2. Stimulate consumer groups with the "new semester", attract target consumer groups and potential consumer groups, maximize sales and increase sales performance.

Second, the active object.

All college students and residents of the surrounding communities

Three. Time and place of activity

Time:1March 20th ——1March 20th.

Location: in the campus supermarket

Fourth, the theme of the event

"Enjoy the ultra-low price and make great achievements in the new semester"

Verb (abbreviation of verb) activity mode

During the 1. activities, 100 customers who come to the supermarket every three days will get a bottle of Master Kong drink and a free hand cream when they spend the whole day in 58 yuan. 78 yuan can get a set of exquisite cups for free; Full 98 yuan can get an advanced mouse; Over 108 yuan, you can participate in the "shopping lottery" for free: grand prize: digital SLR camera (1); First prize: supermarket 500 yuan shopping card (3 cards); Second prize: one big plush toy, worth 200 yuan (5); Third prize: a high-grade towel (20 people).

2. Price promotion. During the activity, all daily necessities will be 30% off and food will be 20% off.

3. Buy in a limited time. On March 3rd and 4th, brand cosmetics and pajamas will be sold as time-limited promotional goods.

4, limited purchase, the whole paper pump and bagged laundry detergent as limited purchase goods, because the price is cheap, so each person is limited to 2 pieces.

Sixth, the way of advertising cooperation

1. Hang large banners at the event site to highlight the theme of the event and set up an event information desk;

2. Arrange employees to post posters about supermarket promotion activities on campus display boards and dormitories;

3. Arrange staff to distribute leaflets on the only way for students to attend classes and finish classes;

4. Advertise in the campus periodicals or newspapers of the school.

Seven, preliminary preparation

Personnel arrangement:

(1) Arrange a sufficient number of service personnel to wear work cards or ribbons, so as to facilitate the identification and guidance of services;

(2) There should be a certain number of order maintenance personnel on site;

(3) On-site consultants and sales staff should have a clear division of labor and cooperate with each other;

(4) Emergency personnel (generally led by leaders, and should be handled by public relations in time in case of intervention by government functional departments).

Material arrangement: all products participating in the promotion activities will be ready before February 26th.

Personnel training: train on-site consultants and sales staff, and make every effort to build a team with combat effectiveness in all aspects.

Eight, medium-term operation

1, the staff arrived at the scene first, and took their positions;

2. The propagandist distributes leaflets, introduces activities and products, and guides customers to enter the supermarket;

3. Grasp the rhythm of activities, maintain order at the scene, and prevent accidents such as looting, so as not to cause negative effects;

4, sales staff to prepare sales matters, introduce sales products;

At the appointed time, gifts should not be distributed too early or too late. When issuing, register personal information and sign it;

6. Finally, clean up the site and keep recyclable items for later use.

Nine. Late continuation

1. A summary meeting will be held after the event, such as the sales volume of this event, the implementation effect, the general situation of consumer evaluation and response, etc. Analyze the advantages and disadvantages of the activity, summarize the successes and draw lessons from the shortcomings. Only by constantly summing up can we develop better;

2. Activity tracking report, terminal construction, terminal delivery, advertisement adjustment and summary report filing.

X. cost budget

1, banners, information desk, posters and on-site decorations at the event site, 1000 yuan;

2. Print the activity leaflet 1000 yuan;

3. Campus journals or newspapers advertise 500 yuan;

4. Staff who distribute leaflets will distribute them before the event, 300 yuan;

5.( 1) Gifts: 400 hand creams, 20 yuan; 200 sets of exquisite suits, 3000 yuan; 100 high-grade mouse, 3000 yuan;

(2) Prize: digital SLR camera 1000 yuan; 3 shopping cards, 1500 yuan; 5 plush toys, 1000 yuan; 20 high-grade towels, 400 yuan;

6.300 bottles of Kangshifu drinks, 750 yuan.

Total cost: about 15450 yuan.

XI。 accident prevention

1, if the promotional goods are out of stock, replace them with other goods as soon as possible to avoid unnecessary confusion;

2. If there is chaos such as looting, do a good job of grooming and arrange a certain number of security personnel when necessary;

3. Prevent all kinds of accidents and maintain order at the scene;

4, arrange emergency personnel, if necessary, you can contact the public security and security, request their support.

Twelve. Effect evaluation

Taking the new semester as an opportunity, because college students have abundant funds at the beginning of the semester, they all need to buy some daily necessities to carry out this promotion, so a series of promotion measures have been adopted, which is expected to produce satisfactory results.

Doing activities to send advertising planning 2 preface

With the development of market economy and the improvement of people's living consumption level, supermarkets have become an indispensable industry in society, and their relationship with people's lives is getting closer and closer. Supermarkets, large and small, are also scrambling to appear in the market, thus increasing the competition among major supermarkets.

In order to thank consumers for their support to Le Jia Supermarket, Le Jia Supermarket held a preferential activity on the seventh day of National Day. During the activity, some goods are sold at a discount, and there are activities of buying more and giving more.

This activity is based on the principle of "Celebrating National Day, Gratitude, Giving Back, Making the Truth Clear", so that consumers can feel at ease when shopping and using in supermarkets.

Initiate activities

Activity 1: Commodity discount

(1) During the activity, some commodities in the supermarket are sold at preferential prices, while some commodities are offered preferential policies of buying three for one and buying five for one. For example, if you buy five bags of instant noodles at one time, you will get a ham sausage or pickled mustard tuber, so that consumers' food will no longer be monotonous.

(2) Negotiate with manufacturers and adopt the sales method of buy one get one free to promote some products (such as buying shampoo and sending conditioner). ), so that manufacturers can not only improve their popularity, but also attract consumers in the promotion and increase consumers' recognition and attention to the supermarket.

(3) Happy Quiz: All customers who buy participating activities will have the opportunity to participate in the prize quiz. Event organizers prepare questions before the event, covering entertainment, current affairs and other aspects. Customers who participate in the quiz randomly choose a topic in the question bank, and if they answer correctly, they will have a chance to get a beautiful small gift.

(4) Sharing blessings: The customer who answered the question correctly in the previous link can choose another customer to carry out the next link at the same time. If they win again, both of them will get a beautiful gift at the same time.

(5) Significance of the activity: This promotion is mainly to attract customers and build trust with customers through colorful activities, and consumers will be more inclined to go to Le Jia supermarkets to buy goods.

Activity 2: Implementing the Membership System

(1) Purpose of the activity: As Le Jia Supermarket has launched the membership card system, the preferential margin for consumers who already have membership cards will be even greater. At the same time, a new business is launched, in which consumers can pre-store the consumption amount and attract customers by giving a certain amount in advance, so that customers can feel the warmth and benefits of "adding", thus improving the customer return rate of supermarkets and increasing the income of supermarkets.

(2) For customers who have not applied for membership cards, they can get discounts during the activities.

For one-time consumption of 300 yuan, you can apply for a membership card, and each person is limited to one. When shopping in the supermarket with a membership card, you can enjoy discounts on some goods in the store and get corresponding points. For details, please refer to the express delivery of various brands in the store (except for special sale goods). Accumulated points can be used as gifts, and gifts can be given in full from time to time.

instructions

1. This card is a symbol of your distinguished status;

2. This card can be recharged for consumption;

3. With this card, you can enjoy the discount of membership price when you spend in Le Jia supermarket;

4. Please show this card before carrying it and enjoy the exclusive membership price;

5. Cardholders can enjoy all the membership privileges prepared by the supermarket for members;

6. This card is only used in this supermarket;

7. This card has not been reported lost or cashed, please keep it properly; This supermarket reserves the right to interpret this card within the scope permitted by law!

Expected effect analysis

Through this marketing activity with the theme of "Celebrating the National Day, Showing the True Feelings", the main purpose is to shape the brand of Le Jia, make local consumers identify with and like Le Jia, improve their reputation and trust, and thus establish a solid market foundation of Beichen. At the same time, this activity adopts different forms, so that the participating consumers can enjoy the diversity and richness of the activity, which is conducive to stabilizing the customers of Le Jia supermarkets and further maintaining the steady growth of turnover. Promotional activities psychologically intervene consumers from practical activities, so as to improve their praise for Le Jia. Finally, the membership system will be used as a means of long-term operation of supermarkets in Le Jia to achieve long-term development. Not only won a high reputation, but also attracted tourists, killing two birds with one stone. At the same time, the theme of this activity is "Celebrate the National Day and release the true feelings". From the sales markets of supermarkets, we can seize the opportunity to further increase Le Jia's market share in Beichen.

Safety plan:

1. The event security team should arrange security personnel before the event. During the activity, there should be a special person to carry out safety inspection at any time, and the potential safety hazards existing in the activity should be eliminated immediately. Any potential safety hazard that cannot be eliminated shall be reported to the Organizing Committee immediately, and the activities shall be suspended.

2. The activity safety team shall organize personnel to continuously maintain and manage the circuit, and have the right to stop all activities once potential safety hazards are found in the circuit.

Expenditure and income forecast

Items required for activities: 5000

Preferential profit-making expenditure: less than 10000 yuan; Net income from activities: 100000 yuan or more.

Do activities, send 30 advertisements and plan 3 programs. Purpose:

Children's paradise attracts popularity.

Internal strategy:

1. Make children's clothes, with the LOGO of smooth monkey on the back and cartoon dolls on the front. Clothes can be preserved for a long time, which can extend the publicity time and be used for driving and invisible publicity.

2. Set up a rest area for parents outside the children's playground, with tables and stools. The right side facing the children's amusement park can be set as a rest area for parents, and the left side can be placed with children's game machines to intuitively induce children's consumption.

3. Make a balloon by yourself, print our LOGO and the words Children's Paradise on the balloon and give it to the children who come to play in the Children's Paradise.

4. Two sisters or brothers and sisters can enjoy the discount of about 15 yuan, and can also send bumper car coupons.

5. Conduct a long-term lottery. Children playing in this park will have a chance to take part in the lucky draw. Prizes include cartoon clothes, small dolls, smiling faces, stickers and so on. Prepare more gifts that children like.

6. The children's playground should be equipped with special caregivers (training the caregivers in affinity, and driving children to play in it under the condition of ensuring children's safety, so that children can have fun). Let parents rest assured that their children will be placed in our paradise. Parents who like games can rest assured to play games. Parents who like reading can rest assured that they can read widely upstairs. For parents who are worried that they can't keep their children, they can provide socks to play with their children, and put some newspapers and magazines in our parents' lounge for parents to read and kill time.

7. When there are many children, our caregivers can organize activities at random, such as organizing children to dance, giving prizes to those who dance well, or organizing competitions in the venue, or holding competitions according to the actual situation of the venue, hiding things in the venue and giving prizes to children who find things to attract children.

8. Let our nurses put on our cartoon costumes to play with the children.

External strategy:

1. Take up advertising space at elevator doors, stair glass and other places, and paste advertisements for children's paradise separately.

You can ask two waiters to send balloons to children passing by outside every other day.

The poster of Children's Paradise has been placed in front of the store for a long time.

4. Advertising promotion of urban children's channels and radio stations.

5. Contact and interact with nearby kindergartens and preschool education institutions.

6. I often send waiters to walk around the bed with cartoon characters and costumes, and prepare some questions to ask the children in advance. If the child can't answer, he can ask his parents for help. If they answer correctly, they will send gifts to our shop.

7. You can find several capable and organized waiters to organize activities in the square on weekends. On weekends, there are many people. Children can be gathered together to do some small games, or activities between children, parent-child activities and so on. For the children who participate in the competition, we can give them coupons from our children's playground (as the case may be), and the children who win the competition will give them a cartoon dress specially made for children (as the case may be).

Do activities to send 30 advertising planning 4 program purpose:

Children's paradise attracts popularity.

Internal strategy:

① Children's wear, with the logo of Power Train City on the back and cartoon dolls on the front. Clothes can be preserved for a long time, which can prolong the publicity time and can be used as driving publicity and invisible publicity.

② Set up a rest area for parents outside the children's playground, with tables and stools. The right side facing the children's paradise can be set as a rest area for parents, and the left side can be set up with children's game machines to intuitively induce children's consumption.

(3) Self-made balloons, printed with our logo and children's paradise, and given to children who come to play in the children's paradise.

④ Two sisters or brothers and sisters can enjoy the discount of 15 yuan and get bumper car coupons.

⑤ A long-term lottery will be held. Children playing in this park will have a chance to take part in a lucky draw. Prizes include: cartoon clothes, dolls, smiling faces, stickers and so on. Prepare more gifts that children like.

⑥ Special nursing staff shall be arranged in the park (the nursing staff shall undergo affinity training, drive the children to play inside, and let the children have fun while ensuring their safety). Let parents rest assured that their children will be placed in our paradise. Parents who like games can rest assured to play games. Parents who like reading can go upstairs and read widely. For those parents who are worried that they can't keep their children, they can provide socks to play with their children, and put some newspapers and magazines in our parents' rest area for parents to read to kill time.

⑦ When there are many children, our caregivers can organize activities at random, such as organizing children to dance, giving prizes to those who dance well, or organizing competitions in the venue, or holding competitions according to the actual venue, hiding things in the venue and giving prizes to children who find things that attract children.

Let our nurses put on our cartoon costumes and play with the children. External strategies: ① Take up advertising space at elevator entrance, entrance of new knowledge books, stair glass and other places, and paste advertisements for children's amusement parks separately.

② At the two entrances facing the street downstairs, two waiters can send balloons to passing children every two days, which is especially suitable for parents who go upstairs to read books and parents who come to our store to play with children.

③ Advertising promotion of urban children's channels and radio stations.

(4) Contact and interaction with surrounding kindergartens and preschool institutions. Provide sponsorship and other activities. ⑤ Children's Paradise is placed in front of the store for a long time.

Poster of.

⑦ Attendants are often sent to put on cartoon costumes to do activities in the square, and some questions are prepared in advance to ask the children. If children can't answer, they can ask their parents for help. If they answer correctly, they will get a balloon exclusive to our store.

Let several organized waiters go to the square to organize activities at the weekend. Because there are more people on weekends, we can get children together to do some small games (parent-child activities, activities between children). For the children who participate in the competition, we will give them coupons from our children's playground (bumper cars are also acceptable, depending on the situation), and the children who win the competition will be given a cartoon dress specially made for children.

Do activities and send 30 advertising plans 5. Three main points of popularization.

Although this paper highlights the actual combat introduction, some important theoretical introductions cannot be omitted. Before we begin, let's take a look at the definition of promotion: promotion literally means "selling", which means communicating with individuals, organizations or groups through information dissemination and persuasion activities to directly or indirectly urge them to accept a certain commodity or service.

From the retail point of view, there are three key words worthy of attention in this definition: 1, "information dissemination", which mainly refers to the promotion of promotional advertisements and the creation of atmosphere; 2. "Communication" mainly refers to the oral introduction of on-site promotion and shopping guide reception; 3. "Persuasion" mainly refers to the final transaction through various efforts such as promotion, price reduction and sales skills. These three keywords constitute the most important work items in the implementation of retail promotion, which we must focus on in the preparation and implementation of promotion.

Second, the six main purposes of promotion

There are still many obvious differences between store promotion and promotion of a single brand manufacturer: the activities of manufacturers highlight the promotion of their own brands and sales, while store promotion should not only highlight the performance of a single brand and category, but also pay attention to the overall quantitative and qualitative improvement of the whole store. From the point of view of shopping malls, its promotion purposes mainly include the following points:

1, encourage customers to buy in large quantities, and quickly increase the overall sales of the store.

2. Bring freshness to customers and deepen the impression of a commodity brand.

3, strive for potential customers to try to buy, make customers familiar with goods (new products) as soon as possible, and promote the sales of goods (new products).

4. The purpose of enhancing the brand image of the store.

5, old products, backlog clearance, reduce high inventory.

6. Attract competitors' customers to change their existing consumption habits, snatch customers and crack down on competitors.

Third, the three principles of popularization and implementation

1, innovation first

Innovation is a "secret weapon" to promote "breakthrough" and an effective way to attack other brands for follow-up and interception. If there is no innovation in the form of activities, it is impossible to achieve good results simply by selling special prices or buying gifts. In today's increasingly homogeneous promotion methods of various businesses, in order to achieve innovation, it is necessary to fully differentiate, and the design of promotion plans and the release of advertisements should take into account differentiation.

2, a small number of times

Because consumers' desires are always endless, they all have the psychology that the harder it is to get something, the more they want it. Therefore, the promotion should follow the principle of "several times", and each promotion should not be too strong (reducing their expectations and avoiding the impact on ordinary sales), and the product range should not be too large (the more difficult it is to get, the more you want it), and artificially set some activity thresholds to make guests feel that they are taking advantage.

3. details win

The link where consumers finally decide to buy is called a "thrilling leap" in economics, which means that consumers are very delicate and often give up buying because of some ordinary small problems, and their vigilance is very high. In this case, it is particularly important to grasp the implementation details. In the whole promotion activities, we should pay attention to details, from the design and posting of posters to the refinement and on-site implementation of the promotion process.

Four, three commonly used promotion categories

Although there is a promotion purpose, many times we often fall into this kind of thinking: when should I do promotion? When will the promotion effect be better? The following promotion categories and forms may help you find more ideas in promotion planning:

1, large-scale holiday promotion

Including but not limited to: New Year's Day promotion, Spring Festival promotion, Lantern Festival promotion, March 8th Festival promotion, Dragon Boat Festival promotion, Army Day promotion, Mid-Autumn Festival promotion, National Day promotion, etc.

2. Thematic publicity

Special theme promotion activities planned and organized for a certain kind of goods or activities, including but not limited to:

(1) Celebrations and promotions of important festivals in the store, such as company celebrations and promotions.

(2) Opening and promotion of new stores

(3) Joint promotion by manufacturers: activities jointly carried out with a brand manufacturer or a certain category: brand promotion week (month), brand discount week (month), etc.

(4) General theme holiday promotion: Valentine's Day promotion, 3. 15 promotion, 5 17 promotion, Father's Day and Mother's Day.

(5) Theme festival promotions planned by the store: mobile phone festival, smart phone festival and music mobile phone festival.

3. Regular promotion

In addition to the above two categories, we call it small-scale promotion to enliven the atmosphere at the scene and focus on a specific purpose or market reaction, mainly including the following categories:

(1) Small promotions on weekdays boost popularity and sales.

(2) Deal with the opening of competitors and other promotional activities.

(3) Special promotion of warehouse cleaners.

(4) Celebration and promotion

(5) Promotion of new counter products

(6) Take the opportunity to publicize major events or festivals in the region. For example, there will be a large-scale Hainan Happy Festival organized by the government in Hainan at the end of each year, and the King Tianchuang Mobile Phone Chain in Hainan will also hold the "King Tianchuang Mobile Phone Happy Festival" at the same time, which has always been well received by the market.

Five, promote the "six serial" process.

What should promotion do? What are the steps and processes to carry out a complete promotion? For many marketing novices, it is very simple to want to do promotional activities. Once the operation is really started, I don't know where to start and what to prepare. The following "six chains" will make it easy for you to face promotion:

(A) planning highlights

1, specifying the promotion time, place, target and activity form.

2. The theme of the activity must be prominent, eye-catching and reasonable.

Terminal promotion can have an eye-catching activity title, and the whole activity is basically half successful. For example, in a promotional activity, a chain mobile phone store played such an activity title: Celebration, a beautiful gift for the earth, a beautiful calendar for beautiful women and a globe for the earth, but the activity title was very attractive, and many consumers were curious to know about the activity. For another example, in the off-season, a mobile phone store planned a promotion activity: rewarding old mobile users, buying machines in 0 yuan, and exchanging 1 yuan for gifts. Not only is the title of the event concise and direct, but it is also very attractive, which firmly captures many mobile users at once.

As the saying goes, a teacher's reputation should be paid attention to when he is promoted. There is no reason to give customers discounts or gifts for no reason. Not only can it not promote sales, but it may make customers who are interested in buying stay away. Therefore, when designing the promotion theme, we must tell the outside world, "Why should I do this promotion?" For example, anniversaries, such as store celebrations, etc. Let consumers truly believe in the authenticity of the incident.

3. The interests should be clear. Why do customers buy it? What are the benefits? )

4. The details of activities should be considered comprehensively.

5, with special emphasis on:

(1) Different products and different customer groups have different theme atmosphere styles. For example, the Valentine's Day promotion site creates a romantic and sweet atmosphere. Pink tone arrangement, elegant and graceful theme; (2) The promotion based on price war and gift PK should be straightforward and easy for customers to understand at a glance; (3) Good activity theme: First, it must be attractive to on-site customers; Second, it must have communication value.

(2) Preparation must be in place.

1. Division of labor: Set up a "meeting" for the promotion activities, and define the division of labor in the preparation period of the activities.

2. Weather confirmation: Learn about the weather on the day of the event through the Meteorological Bureau, the Internet and related channels.

3. On-the-spot squatting: determine the best location and the best outfield activity time. The best place and time is to attract customers' attention and stop.

4. Site confirmation: confirm the site with the urban management or property management company one week or even one month in advance.

5. Pro-trick: the promoters should strictly check, and it is best not to have too many, so as to avoid mixed fish and dragons. A good promoter can keep it for an event.

6. Pro-promotion training: Promoters and pro-promoters must be trained in the content of promotion activities before they can take up their posts.

7. Incentive system: communicate the company's sales policy, formulate a scientific and feasible on-site incentive system, and boost the enthusiasm of employees.

8. Material preparation: spray painting, posters, leaflets and other publicity materials; Banners, tents, promotion tables, gift distribution registration forms and other on-site materials.

9. Gift application: according to the current gift inventory and promotion demand, put forward the purchase demand to the administrative department in time and follow up.

(3) Preheating should be sufficient

A successful promotion activity depends on the scene for three points and preheating for seven points.

Warm-up should be centered on the activity site, and the radius should be within the perimeter of the activity, so that the target crowd can be fully warmed up. The optimal preheating time is usually 3-5 days. Too early is easy to forget, too late can't produce effect.

(d) implementation is the most critical.

1, arrange the site in advance.

2. Division of labor: event director, propagandist, salesperson, product and gift keeper.

3, timely and fully convey the sales information to everyone at the scene.

4. Encourage shopping guides by shouting slogans and holding meetings.

5. Investigate and solve the interference information made by opponents on site in time.

6. Sales of gifts, prizes and bonuses shall be recorded in a timely manner.

(5) The inspection cannot be saved.

No matter how well prepared the activity is, there will be negligence and deficiency. Therefore, in the process of implementation, we must not omit the inspection link. Find the problem and try to solve it on the spot; If it can't be solved, try to avoid the next activity. The implementation of large-scale activities should not be sloppy, otherwise it will not only go out of shape, but also have a bad social impact and negative effects.

(6) summary should be timely.

1, half a day to sum up and boost morale in time.

2. After the activity, hold a summary meeting for all employees. Praise outstanding personnel, affirm achievements and find out shortcomings.

3. The next day, the store cadres gathered for a meeting to summarize, fully summarized the planning, preparation and implementation of the event, wrote out the experience that can be used for reference by other markets, and listed the shortcomings to avoid recurrence.