promotion planning

Article 1 Promotion Planning In order to make residents and employees in the jurisdiction feel "everyone" and fully display the warm, festive and peaceful holiday atmosphere in the community when the traditional Spring Festival is coming, this implementation plan is specially formulated.

1. Guiding ideology: Give full play to the new life, new fashion and new look of residents and workers, vigorously develop prosperity of the community culture, and form a healthy, progressive, civilized and harmonious festival cultural atmosphere in the community. By organizing civilized and festive garden activities, residents and workers can participate in garden activities independently and cultivate their sentiments in the garden; Exercise in the garden; Get knowledge in the garden, so as to make the new year full of vitality, unite people's hearts, and promote community cultural work to set goals!

Second, the activity leading group

1 Team leader: Wang Jialing

2. Deputy Team Leaders: Bing Xu and Wan Liu.

3. Members: members of community trade union federations and trade union chairmen of various units.

3. Participants: some registered residents, employees and cooperatives within the jurisdiction.

Residential quarters and so on. It is estimated that 3,000 copies will be distributed (issued by the unit trade union 1 1,000 copies), and residents over 6 years old will receive 2 copies with their household registration, on a first-come-first-served basis.

4. The activity time starts at 2 pm on a certain day in 20xx.

Verb (abbreviation of verb) Location: community office building (steel ball community basketball court)

Activity of intransitive verbs

1, riddle guessing 100: rules of the game: participants remember that they think they can guess the riddle number, answer the staff, and win the prize (one vote, one answer). After winning this award, the staff will immediately check the red box and stop answering.

2, end table tennis: the rules of the game: 10 meter round trip, completed within 30 seconds, do not fall for victory.

3, basketball shooting: two-point one-line shooting, throwing a prize.

4, football shot: 10 meter kicked into the prescribed door.

5. Knock the gong with a mask: trap your eyes with a towel, the distance is 10 meter, turn three times in the same place, and knock the gong hanging on the wall within 30 seconds.

6. Skipping rope: 2 people shake the rope, 1 skipping rope 10 wins.

7. Super Bowling: Put 3 bottles of mineral water into a triangle, use a 5-meter external football as a bowling ball and hit 3 bottles of mineral water at the same time to win.

8. Blowing table tennis: Four cups are filled with water vertically, and the table tennis in the first cup is blown into two, three or four cups to win.

9. Interesting word combination: draw three words from the lottery box in turn and arrange them in order to form a meaningful sentence to win.

10, trap object: one ticket leads three times, and it is thrown to a fixed ground object at a certain distance, such as snacks, wine, cigarettes, soap, toothpaste, etc. , and can be put in the sleeve to take away.

1 1, live chickens and ducks: put a live chicken and duck in the fence, get three laps with the ticket, throw it at the live animals within a certain distance, and put it in the neck to get the grand prize.

Seven. Activities require

Before June 9th, 1 and 1 held a meeting of trade union chairmen, community leaders and residents leaders of all units to convey the arrangement and deployment of the Spring Festival garden activities in the community.

2.6.65438+10/0 put up garden "posters" in eye-catching positions in various communities and announced the name of the event and the rules of the game to attract and stimulate the interest of the masses.

3.6.65438+10.65438+3.March morning, the activity site will be arranged. If it rains, it will be carried out as usual, and the activities will be improvised. Colorful flags, banners, stereos, etc. It should be arranged at the event site to make the scene full of festive atmosphere.

Eight, matters needing attention

Before the activity begins; Simple ceremonies organized by the community; Explain the purpose and significance of organizing this activity; Strengthen activity discipline education; Therefore, as of:

1, consciously abide by discipline, obey the command of the staff, queue up in an orderly manner, be polite, happy and peaceful.

2. Pay attention to personal safety and on-site safety precautions during the garden visit.

3. Don't throw peels, scraps of paper and garbage, and keep the activity place clean.

4. The vehicle should be parked at the designated location.

Promotion Planning Part II 1. Employees of all departments should be familiar with the contents of this promotion and actively introduce and explain it to customers during the sales process.

Activity 1: Mid-Autumn Festival gift giving activity (buying gifts)

20xx From September 13 to September 2 1 day, anyone who has shopped in 200 yuan in Feng Run Department Store and Tian Tian Shopping Plaza's clothing shopping mall, footwear shopping mall and sweater department can participate in the Mid-Autumn Festival with the computer coupon of that day.

Give 2L Lova laundry detergent or Futianlong plastic basin when shopping in 200 yuan. Give 2.8g tidal white phosphorus-free washing powder or Yixing sorting box when shopping in 400 yuan. When shopping in 600 yuan, send 5KG arowana, a bag of northeast rice or Yixing trash can. Give 10KG bag of Jinsha River glutinous rice balls or a European steamer when shopping in 800 yuan.

When the shopping is over 1000 yuan, 5L of Hu Jihua peanut blended oil or Guo Hong country wardrobe or Fukang casserole will be given. Special statement: the two supermarkets, down jacket shopping malls and shopping streets will not participate in this gift-giving activity!

Activity 2: During the activity, everyone will be in the clothing store, shoe store,

Sweater department purchases from 400 yuan or above, and you can apply for VIP cards of clothing and shoes at the service desks of the two stores. With this card, you can enjoy 8.8% discount on the regular price of clothes and shoes in Feng Run Department Store and Tian Tian Shopping Plaza, and 9.5% discount on special goods. (After September 25th, coupons will be exchanged for VIP cards and used together with official VIP cards! )

Activity 3: Free lucky draw, giving you 85 20g silver bracelets on August 15.

20xx September 13-2 1 noon 12, citizens who have reached the age of 18 will fill in a free lottery card (only one for each person) at any service desk of Feng Run Department Store and Tian Tian Shopping Plaza with their ID cards, and draw 80 at the front of Tian Tian Shopping Plaza on February12 pm.

If you don't shop, everyone has a chance to win the prize!

Activity 4: During the activity, you will be given a ticket for self-help picking tour at Feng Run Department Store and Tian Tian Shopping Plaza, when you spend more than 58 yuan per order (including two supermarkets). Pay the registration fee of 15 yuan at the service desks of the two stores, and you can join the self-help picking tour of Niangniangzhuang organized by Feng Run Department Store and Tian Tian Shopping.

2. Internal employees are not allowed to participate in this lucky draw, and employees at all levels are forbidden to use reserved tickets or discarded small tickets to receive or receive prizes. Once found, it will be dealt with seriously until it is removed;

3. Participants in the lucky draw and gift buying activities should strictly check whether the shopping vouchers meet the requirements for collection, make records of the gift distribution and handover procedures, and conduct inspection and summary after the daily business.

4. During the activity, in order to leave more benefits for customers, customers should be polite when snapping up goods in shopping malls, and the prices are shocking, so that customers can buy first. Employees are not allowed to participate in snapping up during their working hours to avoid empty posts.

5. The employees in the security department and the special price area should pay attention to maintaining the order of the special price area and the prize receiving office, and do a good job in explaining and guiding customers in time to ensure the personal safety of customers and employees.

6. Venue of this activity: Building: Fill in free lottery tickets at the service desk on the first floor, issue and register VIP cards for clothing and shoes, and issue gifts. The vouchers are issued by the cashier in the supermarket, and other departments are organized by various departments. Shopping every day: fill in free lottery tickets at the service desk on the first floor, distribute and register VIP card coupons for clothes and shoes, and distribute gifts on the east side of the square gate. The vouchers are issued by the cashier in the supermarket, and other departments are organized by various departments.

Article 3 of the promotion plan 1. Theme of the event:

New clothes debut, colorful attack, peak feedback, welcome May Day.

Second, the activity time:

30 April-7 May

Three. Activities:

Activity 1: A coupon for the whole city.

Activity content: during the activity, guests will spend 25 1 yuan (member 15 1 yuan) on the same day, and jewelry will cost 55 1 yuan (member 35 1 yuan), so they can get a city-wide coupon (which can be used in shopping malls and other formats).

Remarks:

1, you can enjoy the membership discount only with your membership card.

2. Receipts should be accumulated on the same day.

3. You can get two tickets if you have accumulated over 502 yuan (members have accumulated over 302 yuan), and so on. Each person is limited to 3 tickets at most.

Only one coupon can be used to buy a department store at a time.

5. See the instructions on the back of the pass voucher for the usage.

Note to cashier:

(1) Pay attention to the integrity of coupons when collecting them. Only primary coupons or secondary coupons will not be accepted.

(2) When receiving the city coupon, just tear off the vice coupon of the city coupon and return the original coupon to the guest. Gift-giving place: at the entrance of the home pavilion on the second floor: 4 staff members are needed at the event site (2 in the morning shift and 2 in the afternoon shift). One person is responsible for accumulating shopping receipts, affixing the "Award" seal on the back of the shopping receipts (by computer and by hand) and issuing city coupons, while the other person is responsible for registering the city coupon issuance form (checking the guest membership card and registering the card number).

Activity 2: Draw a lucky prize.

Guests who shop during the activity can get a lucky draw card when the single ticket is over 50 yuan (jewelry counter is over 100 yuan). The higher the spending amount, the more lucky draw cards they get. Lottery cards are divided into A (stay) and B (draw). Guests must accurately fill in their names and valid ID numbers on the lucky draw sheet, and put the lucky draw into the lucky draw box within the specified time to participate in the lucky draw activities. Prize setting: 888 yuan cash card, 50 yuan cash card, plush toys.

1, lucky draw operation flow:

Twenty-four winning numbers were drawn at the lucky draw. After the winning number is announced, the winner will go on stage and choose the logo according to the staff's prompt. The prize is marked on the back of each sign, and the winner can get the prize marked on the back by choosing which sign.

2. Lottery card collection

① Buy more and send more.

A single ticket can get a lottery card for every 50 yuan (jewelry full 100 yuan). The more you buy, the more you get. According to the multiple of 50 yuan (jewelry full 100 yuan), the number of single tickets can be unlimited.

Precautions for shopping guide: When issuing a small ticket, the shopping guide should indicate the number of lottery cards in the upper right corner. For example, if a guest spends 10 10 yuan (non-jewelry goods) on a single receipt, the guest can exchange 20 lottery cards (only integers are taken, and the remainder is not counted).

② The receipt is limited to one sheet, not more.

Emphasis: if you open two products (20 yuan and 30 yuan) at the same counter on a small ticket, you can get a lottery card if the amount exceeds the base of the card; If two receipts are issued for two products, and each receipt is less than the card collection base, the lottery card cannot be collected cumulatively.

(3) Lottery card collection location: cashier on each floor.

Chapter 4 Promotion Planning Promotion is a powerful weapon for in-depth communication with consumers on the basis of promoting sales such as discounts, price reductions and gifts. In this process, it is easier to establish consumers' attention and understanding of the brand, establish brand loyalty, alternative thinking and very popular planning. Along this line of thought, let's discuss how to start the promotion under the new thinking.

The source of innovative thinking

Even for ordinary price promotion, various games can be combined to achieve the corresponding promotion purpose, which is the charm of innovative promotion. When we integrate promotion and brand, we can create more and better absolutely differentiated promotion.

A series of promotional combinations launched by Uni-President "Fresh Orange Duo" in line with its brand core connotation "Drink more and be more beautiful" are quite good, which not only completes the sales promotion, but also achieves the purpose of effective communication between the brand and consumers and building brand loyalty.

Combined with the brand positioning and the characteristics of target consumers, a series of promotional activities related to "beauty" were carried out to deepen consumers' understanding of the brand. For example, in different regional markets, activities such as "TV girls try to eat more fresh oranges", "Shiseido urban beauty show has more fresh oranges", "Sunshine girls have more fresh oranges" and "DJ challenges more fresh oranges" were launched, which greatly improved the popularity and reputation of products among major consumers, promoted the formation of terminal consumption and eliminated the obstacles of terminal consumption and identification.

The source of innovative thinking is not complicated. As long as we re-examine the role of promotion, jump out of the misunderstanding that "promotion is only to reduce prices to promote sales", understand the concept that new promotion is the lubricant of brand marketing, and re-recognize the main role of new promotion, then it is quite easy to design successful promotion combinations such as fresh orange, celebrity or McDonald's. The following is a description of the top ten functions of the new promotion:

Single information transmission

A successful promotion, whether it is price reduction, discount or live show, must convey a unified message at the same time, which is closely related to the core value of the brand. Such promotion will not only do no harm to the brand, but also build brand loyalty.

For example, the single message of celebrity PDA price reduction is: "higher technology, lower price"; The single message conveyed by a series of promotional activities to unify "Fresher Orange" is: youth and beauty. And the management paper "Alternative Thinking, Planning is Very Promotable".

Active communication

Actively communicate with consumers, tell us the background and purpose of promotional activities, strengthen consumers' understanding of promotional activities, strengthen the interaction between brands themselves and consumers, and promote the accuracy and universality of brand information transmission.

The "popularity storm" and "double sword action" in which celebrities cut prices many times are examples of active communication on the basis of price reduction.

brand promotion

Good promotional activities can directly promote brand promotion, establish a relationship of loyalty and dependence between consumers and brands, and directly promote sales on this basis.

For example, the promotion forms such as "beautiful bank-store beautiful points promotion" and "member interactive club" designed by the author for a new product listing not only directly stimulated consumers' purchasing enthusiasm, but also established a long-term interactive relationship between consumers and brands.

to promote sales

The original purpose of promotion is to promote sales, which has been operated and understood by most people, so I won't give an example here.

Enhance competition

A good promotion planning design can not only promote sales and brand communication, but also enhance the competitiveness of the brand, so as to be in an invincible position in the competition.

At the beginning of the listing of "Shu Lei" shampoo, faced with the weak competitiveness of new products, it adopted the mode of direct sales promotion. The strategy of "opponents don't promote sales, we often promote sales, opponents often promote sales, and we promote sales" has effectively improved the competitiveness of the brand.

Integration of resources

A good promotion must be a process of resource integration. In this process, not only all kinds of social resources are used for free, but also the best promotion purpose is achieved with minimum investment.

The combination of Chaopai washing powder, Fushen shirt and Haier is a case of resource integration. There is no direct competition, but the related resources are integrated together, which makes the promotion more atmospheric and is a multi-brand win-win model.

promote exchange

Successful promotional activities, in addition to promoting sales, must also be a successful brand communication process, and even the effect of promotional activities can be infinitely amplified through news, soft texts and other forms of communication.

For example, the "Kelon Air Conditioning/Huabao Air Conditioning Millennium Treasure Hunt" planned by the author for Kelon Air Conditioning is a successful case of spreading on the basis of on-site promotion. On the day of the treasure hunt, not only nearly 20,000 people participated in the scene, but also attracted great attention and extensive coverage from the news media, which made Kelon Air Conditioning also perform obviously in the off-season.

Build loyalty

Scientific and systematic promotion activities can build brand loyalty, especially systematic cultural promotion, which will be more stable.

For example, through various forms of cultural promotion (such as launching a series of Snoopy dolls to attract students' attention), McDonald's has greatly established consumers' loyalty to the brand and made McDonald's brand take root all over the world. Imagine if one day McDonald's stopped any promotion activities and just talked desperately about how delicious hamburgers are. I don't know how many days it will live.

Long-term interaction

Good promotion activities must be long-term planning and interactive with consumers, so as to establish long-term interaction and understanding between consumers and brands.

For example, various clubs, membership discounts are good forms of promotion. Of course, if we can combine innovation on this basis, the effect will be more obvious.

Chaoliu atmosphere

Good promotional activities can not only promote sales, but also form a new trend, so that the brand can form a strong atmosphere, and then promote the brand and promote sales in a wider range.

For example, our national tour of the "New Cool Family Reality Show" designed for celebrity handheld computers has effectively promoted the process of "Smart King" forming a handheld trend, enhanced the scientific and technological connotation of the brand and enhanced the terminal sales power.