Secretarial knowledge > Promotional program

Car promotion plan

Purpose of the event: To increase the sales volume of Toyota Motor, enhance its popularity in the Henan market and increase its market share in the Henan market, improve the negative impact of the “Recall Door” on Toyota Motor, and re-establish the brand justice image of Toyota Motor

Target audience: middle-income and caring people in Henan Province

Theme of the event: In the hot summer, Toyota will accompany the students together.

Activity time: August 1st, 2019 - August 30th

Venue: Toyota Motor Stores in Zhengzhou City

Advertising cooperation: TV, newspaper, radio, outdoor advertising, in-store, website

Activity mode:
Buy Toyota Yaris, Toyota Vios, Toyota Corolla can donate 500 yuan to the Henan Red Cross Society in the name of the customer to support the poor college entrance examination graduates who can not afford the university, and at the same time fully purchase the car with the purchase certificate Get 500 yuan in cash or get 700 yuan for this car service. Buy Toyota Prius, Toyota Camry, Toyota Reiz. You can donate 1,000 yuan in cash to the Red Cross in the name of the customer to support the university. The poor college entrance examination graduates, at the same time, after purchasing the car completely, they can get 1,000 yuan in cash with the purchase certificate, or the car service receipt with this order can get 1,500 yuan. The return form must be sent back to the return receipt within 15 days of the purchase and donated. Money customers will receive a small gift and donation certificate sent by the company. The winners of the lucky draw ceremony on September 15 will receive a one-year car service and donate to poor students in the name of the client. a computer preparation

1. Promotion before the event
a Advertising on the daily gold section of Henan TV station one week before the start of the event
b. Advertising in Dahe newspaper one week before the start of the event
c. One week before the start of the event, the whole station’s high-intensity publicity was carried out in Henan traffic broadcasting.
In the first half of the event, I replaced some outdoor advertisements of Toyota vehicles in Henan Province for the event.
In the first month of e-activity, we promoted in-store promotions such as pop posters at various Toyota sales points.
f Toyota car website homepage promotion
2, the store selected:
a, the former mid-term: Toyota Motor Stores in Zhengzhou City
b, late; selected a Toyota car sales store in Zhengzhou City
3. Staffing: Set up a special promotion and execution team to carry out specific operations on this event and deal with some emergencies. Specialized personnel training in the early stage
a Dahe Daily Weekend Edition campaign
b Radio promotion of Henan Traffic Radio in the golden section of each day
c continue to promote outside the user
d store promotion
e Toyota's website promotion focus
a At this stage, it is necessary to carry out propaganda, and use the Dahe newspaper Henan traffic radio, outdoor advertising, and in-store advertising to create momentum for this event.
During the event, decoration will be carried out at the entrance of each store. The decoration should fully highlight the connection between Toyota and the students, and make a promotional film to make the students of Henan college entrance examination. And Toyota’s public welfare undertakings unite to make emotional appeals
c caused media attention, using the media to promote the event:
Regular promotion from August 1st to August 20th
A limited promotion strategy will be launched from August 20th to 30th.
4. The most important thing in the mid-term phase is the execution of the activity. Therefore, there must be a well-trained and skilled executive in the early stage.
In the later period, we will continue to select the best-selling Toyota Auto Store in Zhengzhou City on September 15th to hold a lucky draw. Please attend the fair department, company leaders, Red Cross, customer representatives, and student representatives. A scholarship is awarded on the spot. In order to attract media attention to the list of people who donated money from the money return slips in this event, thank you for your support of the public welfare undertakings in the Dahe newspaper. All the people who participated in the event were first thanked for the public welfare undertakings. Support and then hold a large sponsorship event to participate in the event and the feeling of the car to cause media attention and follow-up report budget: Publicity: TV 10,000 yuan, newspaper 10,000 yuan, radio 10,000 yuan, outdoor 5,000 yuan, store 5,000 yuan Gift: 10,000 yuan maneuver: 100000 yuan total: 150,000 yuan

Accident prevention:
1. Since the event is in the summer, it is necessary to pay attention to heatstroke prevention and fire prevention at the event site.
2. Since the event involves public welfare, there must be a fair participation in the entire process.
3. Focus on the operation stage, there must be a well-organized, well-trained team to evaluate the effect in advance:
1. Due to the recall of the previous paragraph of Toyota, the impact on this is relatively large. Therefore, the combination of this activity and public welfare can greatly increase the sense of social responsibility, and can improve the customer's goodwill to a certain extent.
2. The price of the car involved in this promotion is medium and low-end, combined with the actual situation of Zhengzhou, that is to say, the customer is a person with low income, and the preferential treatment of rebates can attract some people.
3, this event can increase its sales, the focus is to increase its visibility.

recommended article

popular articles