Opening ceremony planning case

Opening Ceremony Planning Case Book 1 1. Purpose of the Opening Ceremony:

1. Establish the public image of the decoration company and win the attention of major media.

2. Gather popularity through the opening activities, show the brand-new image of the decoration company, and improve the popularity.

3. Strengthen the local influence of decoration companies 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 publicity: 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 urban real estate, 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 lead into the opening scene 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 home promotion: company profile, product introduction, detailed introduction of opening activities, basic information and wishes of customers. 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 shopping guide to find a suitable starting point to prepare for the rapid 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. Flyer: The design of the flyer should be clear and the theme of the activity should be obvious (keywords: low price/environmental protection/quality/service). Production should reflect the grade of the brand. Never print leaflets in red and yellow, there is no grade.

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. It must be very powerful, and it can 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.

Opening ceremony planning II. Planning concept

Based on the characteristics of background analysis, this shopping mall can be regarded as a leader in leading regional consumption, so we should first gradually improve our popularity and reputation, form a good reputation among consumers and help expand merchants. All these require pre-publicity activities to cultivate consumers' awareness. Of course, the opening day is the most important.

"Opening the market" to ensure "winning the first battle" is the primary task of all new projects, especially in today's increasingly fierce trade. Therefore, in order to have a warm atmosphere and real publicity for the previous activities, all kinds of celebrations need to be shocking and well-known in order to gain a firm foothold.

Second, the principle of activities:

1. We must build a scale on the momentum of the opening ceremony and pursue a warm atmosphere and attraction.

2, through the opening ceremony, and strive to leave a deep impression in the surrounding residents.

3. There should be continuous promotion activities to make customers feel fresh, and it is best to form news points for easy dissemination.

4. Promotional activities can really make customers feel "affordable" and ultimately improve the reputation of this shopping mall.

The planning scheme of this project should be easy to operate and implement, with controllable risks.

Three. moving target

By successfully holding the opening ceremony, we can improve the reputation of shopping malls, promote investment and attract consumers.

Fourth, the preliminary preparation plan

Before opening, we will do roving publicity and performing arts promotion activities in major indoor streets and major schools. The promotion has begun.

One week or ten days before the opening, distribute opening publicity materials to surrounding residents, passers-by staff and schools.

One week or three days before the opening, floating balloons are placed around the shopping mall and opening celebration banners are hung to create a festive atmosphere. Warm up for the official ribbon-cutting.

One week before the opening, increase promotional activities to ensure the passenger flow on the opening day.

Verb (abbreviation of verb) project implementation plan

1. Activity element

Activity Name: Zhuo Wei International Sports City

Activity time: xx years x months

Venue: Zhuo Wei International Sports City

Activity crowd: leaders of shopping malls, special guests, residents of surrounding residential areas, and past individual passengers intercepted.

Activity goal: By successfully holding the opening activities, we can improve the reputation of shopping malls, promote investment and attract consumers.

Step 2 organize activities

First, the atmosphere decoration outside the mall

B, site layout:

Stage and sound configuration, flower baskets, banners, floating balloons and cold fireworks, etiquette organization, etc. C. performance plan:

Military band, lion dance performance, street dance and singing performance, and yangko performance on the second and third days continued the opening atmosphere.

D, early publicity work:

1) Promote Che Jin's performing arts tour in the county (suburb).

2) pop posters and display boards in shopping malls to create a festive and lively atmosphere.

E. Post-publicity work:

Performing arts for three days (every afternoon) to maintain a festive atmosphere for a period of time.

The above scheme was determined by our company after many discussions. Please give guidance and make good preparations for this celebration ceremony. We believe that the guiding ideology should first follow the three principles of "enthusiasm", "frugality" and "meticulous". The so-called "enthusiasm" means trying to create a cheerful, festive, grand and exciting atmosphere without making the celebration ceremony too dull. The ceremony is simple, but it is essential to be warm and grand. It's better not to do it at all, or to stop and go through the motions dejectedly. The so-called "frugality" means that the organizers are required to be diligent and frugal in the whole process of holding the celebration ceremony and preparation, and to be realistic in the expenditure. Moderation and frugality. The so-called "meticulous" refers to the time for the organizers to prepare for the celebration ceremony. We should not only follow the etiquette convention, but also analyze the specific situation, carefully plan, pay attention to details, be responsible for the division of labor and be meticulous. Try to be careful and meticulous to prevent duck eggs from making mistakes on the spot, even if they are very dense and have seams.

In short, we will consult and discuss with you more to minimize the cost of activities and achieve the best results.

Complete works of planning cases of opening ceremony 3 I. Preface

The opening ceremony is based on the grand celebration atmosphere, and the activities aim to form a good brand promotion and image display effect.

Through the opening ceremony and guest reception, the theme and taste of Hangzhou X Liquor Company were reflected, which left a deep impression and good reputation in the minds of the participating consumers, established brand loyalty, enriched potential customers and established a leading position in the industry.

Second, the activity procedure

This planning case consists of two parts: the opening ceremony and promotion activities.

Opening Ceremony of Hangzhou X Wine Company

The layout of the main venue of Hangzhou X Wine Company is as follows:

1, stage:

The stage is set in the square on the first floor of Zhongnan International Building where Hangzhou X Liquor Company is located, and the atmosphere is set off by the large arch on the left side of the square 15m. Due to the hot weather, a sunshade of about 150 square meters was built in the center of the square in front of Xiamen University in Central South China.

The red carpet extends from the arch to the awning. From the arch to the awning, there are two welcoming people, as a welcoming avenue, with small flower pots on the side.

The main stage is located at the south gate of Zhongnan International Building, with the platform (about three meters) above the existing steps as the stage, and then the existing glass door is covered with the background wall, and the red carpet is paved. There are stereos on the left and right sides of the stage, with a vertical microphone in the middle, and green plants and colorful bonsai flowers are placed at the bottom of the painting screen at the back of the stage (including under the stage).

2. Full set of audio: a set of 2 main boxes, 2 return radios, 1 mixer and cabinet.

3. Background frame structure: a frame structure with a length of 6m and a height of x3.

4. awning: the awning is built about three meters below the main stage steps, with an area of10 m x15 m. There is an entrance on the left.

5. Placement of tables and chairs: The awning is covered with red carpet, and 65,438+000 chairs are placed for guests to sit.

6. Welcome area: There are four welcome staff in the sunshade to guide the guests to their seats and distribute mineral water.

7. Arch: An arch with a width of 15m is set on the left side of Zhongnan International Plaza. (advertising reference):

Advertising leads:

Celebrate the grand opening of Hangzhou X Wine Co., Ltd.

Note: For placement locations, see Graphic Effect Icons.

8. Two balloons: two pendants "Warmly celebrate the grand opening of Hangzhou X Wine Company"

9. Guiding signs: One guiding sign is set at the entrance of the Fourth Bridge and one at the entrance of the square.

10, multicolored roadside flags (20 faces): set around the square to render the atmosphere.

1 1, flower basket (1.5-meter-high three-story flower): words on the flower basket: congratulations on the grand opening of Hangzhou X Wine Co., Ltd. and xxx Company.

There are flower baskets on both sides of the stage.

12, corsage (20 guests)

13, ribbon-cutting: leaders cut the ribbon together (Miss Etiquette came on stage, for reference only. )

14, hostesses: Six hostesses, dressed in uniform red cheongsam, stood at designated places to greet guests.

15. Layout of guide card, tourist rest area and other indication signs for vehicle access:

At a fixed position on the edge of the square, set up vehicle entrances and exits, parking guide signs, and vehicles will be parked there in a unified way. Vehicles are parked under the guidance of security guards. Note: security guards should pay attention to the guidance of on-site parking.

16. process display platform: a conference process display platform is set at the guest entrance, which mainly indicates the approximate time of the meeting and the orientation map of the guest banquet.

17, go through the relevant examination and approval procedures.

Go through the relevant examination and approval procedures: communicate with the property management company for phased construction and report to the Meteorological Bureau for examination and approval.

18, preparation of other materials:

1. Names of main VIP seats, flower trays, flower baskets, colored balls, ribbon-cutting tools, etc.

2. Guiding signs, stop signs, sign-in signs, rest area signs and guiding signs.

3, atmosphere effect diagram, stage, background frame, sound, colorful flags, tables and chairs;

4. Moderator, staff, etc.

5. Prepare to file in case it rains.

Second, the guest tasting meeting (Geshan Pinyue venue) layout

1, sign-in desk: the sign-in desk is located on the left side of the entrance, with two tables and two staff. Prepare a desk card (guest sign-in desk) and a sign-in book for two books, and bring some pens.

Welcome six guests and guide them to their seats.

3. The main stage of tasting: located in the center of Geshan Hall, with a 4.5x3 background wall behind it. The stage is the stage of the hotel, and the podium is located on the right, with flowers.

4. Projector: A projection screen is provided on the right side of the stage for PPT presentation.