Marketing promotion planning scheme

Four practical marketing promotion planning schemes

In order to ensure the orderly progress of work or things, it is often necessary to make plans in advance, which has the characteristics of operability and feasibility. What formats should I pay attention to when writing a scheme? The following are four marketing promotion schemes I collected for you, hoping to help you.

Marketing plan 1 1. Overall promotion idea

1. 1 XX huge sales network as the main line.

At present, XX Real Estate has 55 subordinate branches and more than 200 salespeople. The network is all over Shenzhen, and the sales terminals are directly oriented to all walks of life, far away from the traditional secondary sales network.

1.2 On-site sales and directional communication are two auxiliary lines for all-round promotion.

As the center of customer reception and sales management, the sales site is still irreplaceable. At the same time, XX Real Estate will find out people with similar needs from the tens of thousands of customer data accumulated in the past for targeted promotion, which greatly improves the effectiveness of information dissemination.

2. Promotion objectives

Strategic objectives depend on the business objectives of the enterprise, and the promotion objectives that are unified with their own business objectives can be summarized as four points:

2. 1 sales growth target

All the advertising activities of this project are aimed at developing and winning the market, so as to improve the sales performance of the real estate and achieve the sales target according to the development and operation plan.

2.2 Market expansion objectives

Through outdoor advertising activities, put into Shenzhen Futian as the center of the sales market. Expand Nanshan and Luohu markets according to progressive advertising strategy.

2.3 Brand setting goals

Through a series of activities, establish a good brand of Freedom City and make the project have a clear image in the target market. Enhance the goodwill of consumers in the target market to the project.

2.4 corporate image objectives

Establish a good brand, and then expand the social influence of Feng Gang real estate.

3. Promote tactics

3. 1 On-site display in sales center

Let buyers know information from all aspects of what they see and hear, which directly affects buyers' choice.

3.2 Fairness

The crowd and sales atmosphere of the exhibition can well infect customers' buying emotions and make customers make decisions relatively easy.

3.3 the scene image display

The construction site is the most economical and effective publicity site, which directly affects the image and sales atmosphere of the real estate.

3.4 door-to-door direct sales

List the customers who are likely to buy from the company's information, negotiate at home and send the information, and make a breakthrough at a fixed point.

3.5 Promotion activities

Effectively create sales hotspots, with strong pertinence and direct effect.

3.6 Real estate visual image

Try to make the concept of real estate specific and professional, and leave a deep and clear impression on buyers.

3.7 create panic

Take the initiative to grasp the buyer's psychology, create a prosperous situation and attract wait-and-see buyers.

4. Division of promotion stages

According to the promotion plan of this project, the specific content of the advertisement is divided into three stages:

4. 1 image lead-in period

Time: 20xx year165438+1end of October-65438+February

Promotion idea: the promotion focus at this stage is the concept promotion of "the fifth generation small apartment" and the establishment of project popularity. With the help of soft news reports of various media and the image introduction strategy of event marketing, news hotspots are created, which has aroused great public concern. At the same time, pay close attention to the preparation of sales materials, on-site packaging scheme, decoration construction design and so on.

Promotion goal: to promote the brand of Freedom City and lay the foundation for official sales.

Media support: at this stage, the popular soft news reports of Shenzhen Special Zone Daily, Shenzhen Business Daily and Southern Metropolis Daily are the main advertising media, supplemented by outdoor media and electronic media. The purpose is to spread the brand-new image of the State Commercial Building, and let potential customers know the concept of "fifth generation small apartment" and the preliminary information of project sales.

4.2 Official Promotion Period

Time: 20xx 65438+February -20xx 65438+1October

Promotion idea: On the basis of the first stage of marketing, this stage further deepens the theme, attracts social attention, enhances popularity and consolidates brand image through intensive bombing of various marketing means. Achieve the role of further developing the market.

Promotion target: the sales area reaches 50%, about 20,000 square meters.

Promotion method:

Targeted promotion-mail or fax carefully designed folding pages and architectural books introducing BCC Building to target customers, or send e-mail through the network for targeted promotion.

Manpower promotion-according to the collected customer information, send personnel to the door for promotion and negotiation.

Media promotion-at this stage, the media mainly focuses on newspaper advertisements with strong sales, focusing on releasing sales information and preferential measures; At the same time, it is supplemented by online media, outdoor media and consumer magazine media.

Network marketing-use the company's huge network resources and customer resources accumulated in the early stage to encourage old customers to introduce new customers through certain preferential measures.

4.3 comprehensive promotion period

Time: March-April, 20xx.

Promotion idea: Continue the previous sales situation and adjust the sales strategy according to the actual situation.

Promotion goal: the overall sales of the project will reach 90%.

Promotion method: Using the company's huge network resources and customer resources accumulated in the early stage, salesmen come to the door to sell to target customers, and use the company's existing advertising channels to promote real estate. At the same time, we will carry out advertising campaigns for consumers, and promote project sales with the help of oral communication and purchasing power of consumers.

5. Promotion expenses

The following expenses are paid at an average price of 7,000 yuan/square meter and a total sales area of 70,000 square meters:

1. Agency fee: 65438+ 0.5% of the house price. If it is sold at 80% of the total area, the agency fee is about 5.88 million yuan.

2. Newspaper advertisement: The newspaper advertisement of the special zone is half-page 10 times, and the cost is 1 1,000,000 yuan.

3. Website production and link cost: 100000 yuan.

4. Production cost of sales materials: 30,000 copies of loushu, 300,000 yuan; Sand table model and building structure model, 50,000 yuan.

5. Sales site packaging: sales office packaging:150,000 yuan; Banners and colorful flags, 20 thousand yuan.

6. Outdoor advertising: bus shelter advertising, light pole flag, 150000 yuan.

7. Gift making cost: 20,000 yuan.

8. Exhibition fee: 50,000 yuan.

6. Sales management (omitted)

The second part of the marketing plan I. Theme of the event

Whether running a hotel, a flower shop or a gift shop, Valentine's Day should have its own theme, highlighting the novelty and innovation of its own shop. First of all, there must be an eye-catching theme!

Second, the purpose of the activity

In this day full of love, warmth and sparks, we should be clear about our purpose and how to highlight the blessings expressed by merchants to customers. In addition, take this activity to continuously improve the visibility and willfulness of your store!

Third, the decoration of the event site

1, store decoration, highlighting holiday features.

2, product modeling and implantation.

3. Specific and thoughtful service

4. Be a love wall. Couples can record their wishes and leave them on the love wall as a souvenir.

Four. Activity content

1. How much to buy, how much to add or what to send in the store?

2. All customers who enter the store can leave their footprints on the love wall.

3, can also be used as an integral activity, pay attention to the official account of the store WeChat to receive red envelopes, gifts, a bunch of roses and so on ~

Verb (abbreviation of verb) activity reservation

1, the store accepts customer phone calls, WeChat and other reservations; However, a deposit is required for booking, which is 30% of the items ordered. )

2. You can also make unique bouquets according to customers' requirements.

Duration of intransitive verb I-word

20xx February 14 (one day only)

VII. Object of activities

Mainly aimed at the public, anyone who needs a bouquet can enjoy it, men, women and children.

Chapter III of Marketing Promotion Plan China liquor industry is "the best in the world" in terms of scale, product output and number of enterprises. Liquor, as a unique traditional liquor with a long history in China, shines brilliantly in the world liquor products and occupies a very important position in consumers' minds. China has a civilization history of 5,000 years and a wine culture of 5,000 years. Weddings, funerals, festivals, small gatherings of friends, and visiting relatives and friends should all be toasted to celebrate. While wine is integrated into people's daily diet, wine culture is also deeply rooted in people's hearts.

With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. Nowadays, blind consumption has been replaced by rational consumption, and liquor industry has far-reaching national and cultural significance from ordinary citizens to upper class, from small cities to large and medium-sized cities, from rich dining tables to exquisite gifts.

Microenvironment:

Faced with the liquor market flooded by many liquor brands, consumers no longer buy blindly. Many people pay attention to the spiritual needs of brands while paying attention to the actual needs that the products themselves can provide. Therefore, while paying attention to brand management, having a practical personalized sales proposition is a magic weapon to expand and enhance the terminal sales force, and it is also the strategic focus of the future development of liquor production enterprises.

Opportunity analysis:

Advantages of "Caigentan" liquor brand;

A. backed by characteristic culture;

B. take the road of characteristic marketing;

C. brand affinity;

D. packaging has characteristics;

E. Integrating resources

F. Far-reaching planning

Marketing strategy:

Flank raid

Our core idea is to win by quantity, control the business pulse on the basis of quantity, and seize the terminal to reach a high point. Earn the due profit space first, recover the operating cost as soon as possible, and then make a brand! So we decided to do a big article on small bottles of wine, break the market gap and surprise us!

Any enterprise needs profits to support its daily operations, so it is absolutely correct to make sales first and then make brands! We mainly promote the core commodities, namely, gold-loaded Caigen Tan wine and silver-loaded Caigen Tan wine, and make small profits but quick turnover by sales promotion. If we can increase the quantity, then the profit will not run away! Steady operation, striving for victory in stability, and expanding the market step by step.

Make the finishing point.

During the listing of more than 20 super-large shopping malls, supermarkets, discount stores and shopping plazas, they were sold in bundles, including posters, POPs, noodles or tails. We should send a sales promotion girl with comprehensive quality and rich technical experience, beautiful appearance and good expression ability to the venue to guide and induce the purchase! Free goods appraisal meeting will be held outside the venue, relevant publicity materials will be distributed, and product functions will be introduced.

It's smoking

All the other 40 medium-sized stores are listed, and they don't give poster fees, PoP fees, face-lifting fees, and end-shelf fees, but only agree to price-changing promotion cooperation! The special offer period is 15 days. Of course, the first step is successful, and the second step can create benefits.

Dragonfly is in the sky.

Set up a public relations team to communicate with counter leaders, business managers, store managers and purchasing personnel in major shopping malls, supermarkets, discount stores and shopping plazas. Long-term support and cooperation with our promotion plan for Shanghai Daily, PoP, brand face and tailstock! If you don't agree to support the store, you won't be given price-changing promotion support. It's simple. Everyone can afford ordinary people's wine, so you don't have to worry about sales.

Tornadoes and residual clouds.

Sun Tzu said: soldiers, the situation is also good, and those who are good at posing win. Strengthen terminal maintenance, management and after-sales service, so that goods can be stored, the display position is ideal, and PoP is neat and rigorous. The most important thing is that all supermarkets must be hyped up.

Step by step active price reduction method

1, subject:

A. During the introduction period, high price and high promotion will be adopted, and the market will be spread out in cash to quickly start the market.

B. Combine explicit rebate and implicit rebate to deal with grabbing goods, and do not follow the trend of price reduction to win time for products to enter the growth period.

C. Actively reduce prices in stages, reduce the risk of grabbing goods, win the trust of dealers, and accelerate product maturity.

2. Specific operation:

A. Market distribution stage: (10 day): * yuan/box for cash distribution, and each box will be rewarded with 5 yuan umbrellas and other gifts, mainly for convenience stores and supermarkets.

B. Phase II (1 month): RMB * per box in convenience store, buy ten and get one free, and return the goods in secret (excluding the wine gift policy, the net price is RMB * per box). In the later stage of this stage, the vegetable root tan wine market has been initially launched, and the market has entered the growth period from the introduction period. Some two batches began to grab goods from Zhengzhou for * yuan/box, and the terminal price of convenience stores was around * yuan, but we told convenience stores and supermarkets that the price of sneaking back to us would definitely be lower than grabbing goods, so that they could sell with peace of mind.

C. The third stage (1 month): cancel the policy of buying 10 get one free, actively reduce the price to * yuan/box, and give * yuan rebate for each box, and continue to promise implicit rebate. At this stage, the second batch of dumped goods follows our price, and the market price drops to * yuan/piece. However, due to the convenience store owner's full trust in us, the price is stable and the sales volume is rising steadily.

D. Stage 4 (1 month): cash out in advance, cash out in advance at the price of 2 yuan per box, and actively reduce the price to * yuan/box, cancel the rebate but continue to promise the secret rebate.

E fifth stage: after the first four stages, Caigentan wine has basically entered the mature stage, and the market has already had a great sales volume. At this time, the Spring Festival is approaching, and we held a supply meeting of Caigentan wine (including other series products of Caigentan winery) to press the goods in advance. At the meeting, we cashed in all the secret returns of Caigentan wine in the early stage according to 2 yuan/bottle, and at the meeting that day, we introduced the policy of buying ten and getting one free, and no more secret returns.

F. Stage 6 (after the Spring Festival): As the market has entered a recession, we canceled the activity of buying 10 for free 1 and reduced the price to * yuan/box, so as to increase the profits of convenience store and supermarket owners and improve their enthusiasm. Dealers will not do any promotion and let them digest it naturally.

After July, emerald city can cheer for "the mountain is high and the road is dangerous, and then the three armed forces won a total victory". A hard work, a harvest, day and night efforts, a firm core concept, a group of young people have achieved impressive results. However, the Long March has just begun. After all, we only completed less than a quarter of the total sales in emerald city. Today's joy and achievements are the driving force for further efforts. In August, the coexistence of advantages and challenges is another key to winning.

Promotion target in August: strive to complete 120 sets in August and achieve the phased sales target of 300 sets by the end of August.

August promotion node: opening (it is recommended to arrange it in August 16, Saturday in the third week of August).

The first part of August promotion strategy suggestions:

(1) The situation of promotion in August:

Disadvantages: customer accumulation-starting from scratch as a stimulus-has been released.

August is the turning point of sales in emerald city. In the early stage, we accumulated the first batch of customers through measures such as discount card sales and preferential housing rights. After at least three months of accumulation, the first batch of customers concentrated on digestion in July. In August, the most important thing is to re-explore customers after the release of various concessions.

Advantages: the market image-strong brand sales situation-very hot sales hardware-is basically perfect.

It can be said that emerald city is the brightest star in Tianjin real estate market in July, and emerald city is the most powerful brand in Ruijing plate and even the whole northwest region at present. Through a series of actions, emerald city surpassed Aoyuan and Shui Mu Tiancheng. With overwhelming advantages, it has completely opened the distance with Yu Yan and Tokyo. However, the current strength is temporary. The Sydney Mansion in Aoyuan is about to open, and Yu Yan and Tokyo are grabbing customers at low prices. Therefore, we must actively maintain, utilize, promote and upgrade in August in order to gain a firm foothold and maintain our advantages.

With the popularity of subscription renewal, emerald city's recent sales situation is good, and the average daily passenger flow is basically maintained at around 20 batches. Although most of them are old customers, the popularity of the scene is still strong. In August, we should fully continue the current hot atmosphere and make great efforts to maintain the popularity and flow of people in the sales center.

The completion of the sales center and the opening of the model room have provided the most powerful weapon for sales, and the on-site crackdown has been greatly improved.

(2) Promotion core in August:

1. Open activities: create new nodes and new stimuli.

Reflections on the opening: the opening is a hot spot and a node-a means to complete 300 sets. In fact, emerald city has completed the purpose and task of the general property opening, so what is the significance of the opening? Is it necessary to start business activities? Bai believes that the opening ceremony is still an important activity in emerald city. Due to the relatively single node in August, the opening ceremony became the key point to attract customers to buy. Emerald city's opening ceremony broke through the traditional opening ceremony and followed the previous successful experience: customer accumulation-customer locking-node explosion. With the promotion principle of step by step, centralized breakthrough, phased grasp and three-dimensional attack, the opening ceremony became a new breakthrough point and staged offensive in emerald city sales. During the opening period, make full use of preferential price means, market atmosphere and herd effect of centralized trading to promote new customers to clinch a deal.

The significance of the opening ceremony also lies in the new starting point of emerald city. The opening ceremony announced that emerald city officially entered the market and began to go on sale, which also enhanced the confidence and morale of internal staff through lively activities.

Opening promotion purpose: connecting the preceding with the following, creating a sensation, laying a solid foundation and continuing popularity.

Opening goal:

1. Achieve a total of 300 sets of sales indicators and create a "myth" of opening transactions.

2. Arouse the attention of the city to emerald city, maintain the popularity of the site, accumulate new customers, and further expand the influence of the city. It was a sensation as soon as it opened, and emerald city officially entered the market with the image of being hot and enthusiastic and favored by consumers;

3. Continuation of sales momentum: On the basis of hot subscription in the early stage, we will once again create wave after wave of sales upsurge in emerald city.

The opening price refers to: on the opening day, the first 88 customers who directly signed the house purchase contract, except those who have signed the internal subscription agreement, can get a special discount of 3% of the total house price (the discount range is equivalent to about RMB 6,543.8+0,000 yuan) in addition to the normal discount.

Opening theme: Ode to Joy, Learn Jade

Opening activities:

Celebrity Entertainment: Movie Star Liu Chuanzhi

Theatrical performance

Lucky draw for Christmas trip to Germany (16 clinch a deal)

Set up emerald club

2. Regional development: the community promotion in Nankai District is fully rolled out, and Hongqiao Beichen continues.

Hongqiao and Beichen continue to carry out community promotion activities at least once a week.

Concentrate resources and immediately carry out community promotion activities in Nankai District. Give outdoor media support, DM content targeted planning.

1) Xihu Road Store cooperates with real estate chain stores to select several key communities.

2) Before August 9th, a large number of DM launched the first offensive in this area.

3) Sales staff and buyers go deep into the community, set up points to introduce the project, and watch the RV transport customers to the scene to see the house.

4) Attract customers to the site with colorful activities.

5) The real estate store cooperates with the sales staff of Xihu Road Store to follow up the customers and facilitate the transaction.

6) Launch a new offensive.

3, home chain:

Chain stores not only cooperate with various stores to promote the community, but also shoulder the powerful role of recommending customers for the sales center. During the opening period, special incentives will be introduced for chain store employees to stimulate their recommendation: 500 yuan/set will be awarded to those who recommend customers to clinch a deal on the opening day.

4. Activity organization:

Pay attention to the opening activities. (The opening ceremony will be discussed separately)

On August 9th, 10 launched a one-day tour for new customers in Nankai.

Carry out regular weekend activities:

9 10 day-Ming and Qing furniture exhibition

23rd and 24th Firearms Exhibition

30,31day-art auction

Prepare to set up the Jade Club, formulate the articles of association, join the club, organize some customers as representatives, and announce the establishment on the opening day. In order to hold home improvement lectures, cooking lectures, clothing lectures, personal collection exhibitions, art auctions, family day neighbor activities, various fashion life shows, exchange salons, popular parties, etc. According to customer requirements or resources provided by customers, in the coming weekend.

5, big customer mining:

Extend the accumulated preferential treatment for major customers and delineate several major customer resources in Nankai District.

Take a one-day tour

For the major customers to be developed, a special meeting will be held before August 10 to discuss the action plan.

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