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Planning scheme of commodity new year festival activities

In order to ensure that activities can be carried out correctly, it is often necessary to prepare an activity plan in advance. Activity plan refers to the written plan, detailed rules and steps to implement specific actions. So what problems should we pay attention to when making an activity plan? The following is the planning scheme of the Commodity New Year Festival organized by me for your reference only. I hope it will help you.

New Year Festival Planning Scheme 1 I. Company Profile

The company takes "walking with green, taking nature as the foundation" as its corporate purpose, calling on people to love and protect nature.

The company mainly produces green products (including green food, green daily necessities and other green series products), which was established in June 2000. Once the product was launched, it was welcomed by the public. Now, the company has established its own brand, and its products sell well all over the country.

Second, the company goals

1. financial goal: strive to achieve sales revenue of 1 100 million yuan this year (20xx), and double the profit from the previous year (reaching 30 million yuan).

2. Expand the marketing target market coverage to the international market and strive to build an international brand.

Third, marketing strategy.

1. High-income families in the target market.

2. The products have the best positioning quality and various varieties, and the outer packaging adopts the international green packaging 4r strategy.

3. The price is slightly higher than that of similar traditional products.

4. Sales channels focus on big shopping malls with high consumption level in big cities, and establish the company's own sales channels, which are mainly "green".

5. The ratio of male to female in sales recruitment is 2: 1. We should set up our own training center to train sales staff and adopt the national customer management system.

6. First-class service level shall be established, and the service process shall be standardized and networked.

7. Carry out large-scale, high-density, multi-directional and networked advertising campaign in the pre-advertising. Highlight product characteristics, corporate image, and give consideration to certain medical and environmental protection knowledge.

8. Promotion Promote products on the Internet, provide price concessions on holidays, and urge sales personnel to vigorously promote sales by assessing their sales performance.

9 research and development of green resources, focusing on the development of pollution-free and economical products.

10. Marketing research investigates consumers' selection process and product improvement scheme for such products.

Fourth, network marketing strategy.

After careful planning, the company registered two international top-level domain names for the first time, and established the China "Walking with Green" website, which comprehensively introduced the company's sales products, business and services, and introduced all kinds of products in detail. Then, it will gradually register with famous search engines such as Sohu and Yahoo, with online advertisements as the main part, supplemented by newspapers, television, radio and print advertisements, so as to expand its influence in the whole country and increase the friendship connection of comprehensive websites all over the country in combination with online communication.

Verb (abbreviation of verb) customer service of network marketing

By implementing interactive marketing strategy, we can provide satisfactory customer service. The main tools are e-mail, e-forum, FAQ, etc.

Six, management:

(a), the implementation of internet marketing strategy:

A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:

1. Determine the responsible department, personnel, functions and marketing budget;

Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.

2. The responsibilities of full-time network marketers should include:

(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.

(2) Daily maintenance, supervision and management of the website.

(3) The formulation and implementation of the website promotion plan.

(4) Online feedback information management.

(5) Independent network marketing activities.

(6) Implementing online marketing support for other departments of the company.

(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.

3. We will make sure to save the network marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:

(1) personnel salary

(2) Hardware cost: such as adding computers.

(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.

(4) Others: Internet access fees, network advertising fees, etc.

(2) Synthesize the opinions of various departments and build an interactive platform for websites.

As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.

When building a website, we should pay attention to the following functions:

(1) Rich in information: the lack of information is a common problem of company websites at present;

(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;

(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.

(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.

(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.

(3) Develop and implement the website promotion plan.

Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.

1. The factors that should be considered when making a website promotion plan are:

(1) the range of potential users of our products;

(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;

(3) Who should be promoted mainly?

(4) How can it be promoted?

(5) Whether and how to use traditional media;

(6) What sales promotion methods do our competitors have?

(7) How to keep the publicity cost low.

The above marketing plan is for reference only. Market analysis and marketing promotion activities can be carried out according to the actual situation in the store!

Planning scheme of commodity New Year Festival 2 I. Activity background

Exhibition economy is an economic phenomenon and behavior that brings direct or indirect economic and social benefits by holding various forms of exhibitions and exhibitions. Trade fairs establish a docking platform for merchants and consumers, which is conducive to face-to-face communication between enterprises and consumers, promotes the promotion of brands and products, and ultimately drives the growth of product sales.

The annual Spring Festival is quietly approaching, and the huge demand for new year's goods is gradually forming. This is the moment when businesses can make a difference. The new year market has become a battleground for businesses. Tongan Food Association's food enterprises cover meat products, bean products, grain and oil, cakes, preserves and other industries, which are the "flagship" products in the new year market. Therefore, the new year market organized by Tongan Food Association is conducive to the formation of cluster effect. For consumers, it can provide greater benefits and convenience for the purchase of new year's goods, which is a win-win and mutually beneficial model and can create more social and economic benefits.

In accordance with the relevant requirements of the central government on expanding domestic demand and the guiding opinions of the Ministry of Commerce on expanding consumption, Tongan Food Association specially planned this New Year Fair in order to open up the holiday market, prosper the Spring Festival supply and expand domestic demand.

Second, the purpose of the activity

Establish a docking platform for food enterprises and consumers to enhance consumers' understanding and concern for local food enterprises; Reverse the situation that the New Year Fair will not make money and realize a virtuous circle of the New Year Fair. By integrating the food enterprises under the guild to show the new year's goods, it will not only help to expand the visibility of enterprises, but also bring convenience and benefits to consumers to buy new year's goods, and realize the "four wins" for the government, guilds, enterprises and consumers.

Third, the activity positioning

New Year's goods exhibition and overall marketing promotion activities of Xiamen local brands, which are guided by the government, participated by enterprises and promoted by the media.

Four. Time and place of activity

1, 20xx 65438+29, 30, 3 1 (location: Xiamen People's Hall)

2.20xx Performance on February 5th, 6th and 7th (location: Tongan Gymnasium)

Verb (short for verb) is the theme of the activity.

Theme: Tongan District's First Famous Food and New Year Exhibition Festival

Organizational structure of intransitive verbs

Organizer: Tongan District Government

Organizers: Tongan District Food Association and Xiamen Daily.

Exhibitors: Yinxiang Group, Wellcome, Haoniandong Rice Industry, Huangzehe, Xiangyang Square, Zhongsheng, Wanying, etc.

Supporting media: Xiamen Daily, Xiamen Evening News, Xiamen Business Daily, Xiamen TV Station and Tongan TV Station.

Executive agency of planning: Xiamen Dajie Marketing Planning Co., Ltd.

Planner: Wu Chenglong

Seven. Activity promotion

The publicity of the event should give full play to the role of newspaper media, and the publicity of the whole event should be mainly newspaper publicity, such as using newspaper reports and DM sheets to preheat and inform the event before the event; Invite newspaper media to interview on the spot during the activity; Follow-up reports in time at the end of the event, such as the newspaper's selection of "the most Xiamen gift", are not only encouragement to exhibitors, but also publicity to the event itself.

(1) Preparation activities

1, newspaper report: Before the event, use newspapers to report the warm-up activities to remind the public that the New Year Fair will be held soon;

2. Insert a DM sheet: insert a DM sheet in the newspaper in the radiation area of the event one day before the event. The DM sheet introduces the exhibitors and products, and attaches a product promotion strength table; At the same time, there are coupons on the DM sheet, which can be used for lucky draw. During the activity, consumers can exchange a box of cereal with a DM slip (500 boxes a day while stocks last);

3. Online publicity: posting publicity on forums such as Xiaoyu Forum, Yutan Forum and Straits Forum, and publishing trade fair information on enterprise portals;

(ii) During the event

65438+

2. Broadcast the taxi to the site: At that time, the popularity of the event site may be even stronger. You can broadcast a taxi to the trade fair to pick up consumers, which is conducive to accumulating popularity and alleviating shipping problems;

3. Distribute DM sheets in the radiation area: arrange five leaflet distributors, wearing red ribbons printed with the words "Tongan Food Association's First New Year's Day Tour Exhibition Festival", and distribute DM sheets at intersections or communities around the event site in five ways, while distributing DM sheets, briefly introduce the location and form of the event to consumers and guide people to the event site; (The DM sheets issued are the same as those reported in the newspaper, which can be exchanged for grain strength and participated in the on-site lottery. )

4. On-site layout: Show the upcoming Spring Festival atmosphere with festive layout to stimulate consumers' impulse to buy new year's goods.

5. Broadcast publicity: the introduction of the event (recorded in advance) and festival music will be played loudly through the stereo at the event site to attract past consumers;

(3) Late activities

1. Selection of "Best Handmade Gifts in Xiamen": Set the column of "Best Handmade Gifts in Xiamen" on the DM list. After consumers know all the businesses and goods on the spot, they can select awards on the DM list, such as: What is your favorite new year's goods? What is the best new year's goods?

2. Only the selected DM sheet can put the sub-coupon (the selection bar is on the sub-coupon) into the lottery box to participate in the on-site lottery. After the exhibition, the organizing committee will count the voting results and select the "most accompanying gift in Xiamen", which will be reported and publicized by this newspaper to pave the way for the next round of trade fair.

Eight. Activity form

(A), the scene atmosphere to create

1, DM single "grab and exchange" cereal lottery: during the event, you can exchange a box of cereal and cereal at the event site with a DM single, 500 boxes per day, while stocks last, and each person can only exchange one box; In addition, you can participate in the lottery by putting the lottery tickets on the DM list into the lottery box. 1 first prize, and a new year gift package worth 666 yuan; 2 second prizes, a New Year gift package worth 366 yuan; 3 third prizes, worth 166 yuan's New Year gift package; There are several lucky prizes, which will be set separately.

2. Set up a bill of lading exchange point on site: During the Spring Festival group purchase, many enterprises will launch bills of lading for the convenience of consumers. Setting up a bill of lading exchange point at the event site can gather these redeemer, improve the popular atmosphere at the scene, and stimulate other consumers' buying impulse when the redeemer shuttles through the scene with big bags and small bags;

3. Product display: Every enterprise has the opportunity to go on stage to promote the new year's goods 15 minutes in each activity. Product promotion will be mainly in the form of speeches, catwalks, quizzes, on-off, on-off and on-off interactions.

4. free goods's experience: Some products can be learned from free goods, which is conducive to the accumulation of popularity, and it is easier for consumers to buy after experiencing the products.

5. Stage performances: singing, dancing, magic, writing couplets, lottery and other performances are performed intermittently on the stage to create a fiery atmosphere;

(2) Promotion form:

1. Discount (exhibitors should draw up their own plans and try their best to provide the biggest discount, which should be no less than the new year's sales promotion of shops on the island).

2. Group purchase discount: more than 5 people can buy new year's goods together and enjoy a 15% discount on the basis of the discount!

Nine. Site layout

(omitted)

X. Activity process (the day of the activity)

The night before the event, the materials for the event were fully prepared, the stage, tent and arch were set up, the chartered car was arranged, the audio debugging was completed, and people were sent to look after it on the spot.

time

represent

operating duty

half past six

Employees, salespeople

All the staff, commodities and sales staff of the participating enterprises are present and start to arrange their own booths, which will be completed before 7: 20;

seven o'clock

Host, actor

The host and actors were present and began to make up and audition. They were ready before 7: 30.

twenty past seven

DM single dispatcher

The DM single dispatcher sends the DM single to the nearby community or the intersection with heavy traffic;

half past seven

Sound engineer, bus driver

Start playing the activity introduction recording and festival music, and at the same time, the shuttle bus starts to pick up and drop off nearby consumers;

half past eight

staff

The new year's goods exhibition festival officially opened, and the consumers present exchanged DM sheets for food.

half past eight

host

After the music, the host announced the official start of the promotion festival and introduced the guests present.

Twenty minutes to nine.

Moderator, government leader

Moderator: Invite relevant government leaders of Tongan District to deliver speeches.

Ten minutes to nine.

Moderator, chairman of the guild

Invited to address the president of the Ann Food Association.

nine?o'clock

Moderator, business representative

The exhibitors' representatives are invited to speak.

twenty past nine

songstress

Female singers sing;

twenty five past ten

Moderator, consumer

"Who drinks fast in the competition", a group of four people, who can finish two boxes of cereal in the shortest time, will get five boxes of cereal.

Ten to ten

Exhibitor in charge 1

Exhibitor 1 takes the stage to introduce products and promotion efforts;