Car promotion program

Part 1: Car Promotion Program

A: The purpose of the activity: The purpose of the activity is to deal with the inventory products? Is it to improve sales? Or publicity and promotion? Only when it is clear, can the activities be targeted.

Second, the activity object: The activity is targeted at each person in the target market or a specific group? How much is the activity control? Who is the main target of the promotion? Who is the secondary goal of the promotion? The correctness of these choices Will directly affect the final effect of the promotion.

Third, the theme of the event: mainly for promotion? Publicity? Or thank the consumers?

IV. Mode of activity: This part mainly describes the specific ways in which activities are carried out. There are two issues to focus on: identifying the population and determining the level of stimulation.

5. Time and place of the event: When the time and place of the promotion are properly selected, it will do more with less. If you choose improperly, it will be unpleasant. In time, try to let consumers have free participation, and also make consumers convenient in the location, and communicate with the urban management, industry and commerce departments beforehand. It is important not only to start the time and place of the promotion campaign, but also how long it will take to analyze it in depth. Too short a duration will result in the inability to achieve repeat purchases during this time. Many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high and the market will not be hot, and the value of the customer will be reduced.

Sixth, advertising cooperation: a successful promotion, you need a full range of advertising. What kind of advertising ideas and expression techniques to choose? What kind of media hype is chosen? These all mean different customer arrival rates and cost inputs.

7. Preparation in the early stage: The preliminary preparation is divided into three parts, personnel arrangement, material preparation and test plan.

8. Mid-term operation: The medium-term operation is mainly activity discipline and on-site control. Discipline is the guarantee of combat effectiveness and is a prerequisite for the perfect implementation of the program. In the plan, it is necessary to make detailed regulations on the discipline of all aspects of the participants.

IX. Continuation in the later period: The continuation of the later period is mainly the issue of media propaganda. In what ways will the campaign be followed up in what kind of media? Meteor Platinum is a master in this respect, even if a less successful promotion will be in the media. The speculation was unprecedented.

X. Expense budget: There is no sense of existence without interest. Budgets should be budgeted for the cost of inputs and outputs for promotional activities. The reason why Aiduo VCD's "Sunshine Action B Project" ended in failure was that there was no budget on the cost. It was not until the event was launched that the project company had no financial support. A good promotion is not enough just by a good idea.

XI. Accident prevention: There may be some accidents in each activity. For example, government interventions, consumer complaints, and even sudden weather changes have prevented outdoor promotions from continuing. It is necessary to prepare the necessary human, material, financial and financial resources for each possible accident.

Twelve, effect estimation: predict what effect this event will achieve, in order to facilitate the comparison with the actual situation after the event, summing up the success points and failure points from the aspects of stimulation level, promotion timing, and promotion media.

The above 12 parts are a framework for the promotion plan. In practice, you should be bold, carefully verify, analyze and compare and optimize the combination to achieve the best benefit. With a convincing and actionable program of activities, the company can support your solution and ensure that the program is executed flawlessly, allowing the promotion to be effective.

Type of car promotion

Opening promotion

It is generally the opening of new stores, increasing sales promotion, or promotion of new models. The most direct such activities are price cuts, discounts, and insurance, as well as the introduction of zero-interest-rate cars and gift packages.

Thanks for consumer promotions

In order to celebrate the sales volume to reach a certain amount, thank the consumers, buy a car to enjoy the value of the big gift package, zero interest rate car purchase, the minimum down payment amount. In addition, there will be some activities for the merchant to introduce some gifts and gifts in the car.

Holidays and special day promotions

Holiday promotions are common and highly productive activities, generally holiday price promotions. Holidays are held for test rides, tree planting, and volunteer activities.


Part 2: Car Promotion Program

First, the company provides a product promotion

During the National Day, not only the car is good to sell, but also the auto supplies. In order to better thank the customers during the National Day, the company's auto supplies are in the process of being carried out. Our company specially takes out the products of the Fox grid to match the promotion plan during the National Day: to improve sales and better performance.

Fox in the grid on the 300, the Fox in the net 400 National Day promotion where the purchase of Fox in the network does not include tax 700 buy 5 get 1 free, including tax price 800 to buy 5 get 1. National Day holiday our holiday 5 days to order.

1. New car listing

Many manufacturers will launch their new models during the National Day to expand the product line and increase competition. To organize this promotion, you need to promote the prelude. Otherwise, it is difficult for people to have a trust in the new product. In addition, there must be a certain discount on the price.

The shortcomings of the National Day promotion of the new car listing: there is no comparison on the price, most people think that the new car listing may not be the most favorable, more favorable should be behind.

2, price reduction promotion

Due to the seriousness of homogenization competition, the word "fall" has become the main move of promotion. Price reduction promotion is the most common activity program in National Day promotions. During the event, according to different models, on the basis of the original price, let the thousand yuan, the highest discount to 10,000 yuan.

There is a premise for price reduction promotion: avoid selling cars before the National Day, and take the opportunity to reduce the price on National Day. This method of first increasing the price and then lowering the price is not a sincere expression in the eyes of most customers.

3, National Day car purchase gift package

In order to attract consumers to buy, buying a car gift is also a common way for dealers. Gift packages that can be delivered include: fuel card, car foil, car damage insurance, commercial third party insurance, burglary insurance, vehicle personnel liability insurance, and exemption insurance.

This is one of the most used methods for car dealers, that is, to give a car customer a certain amount of gifts, and recently sent GPS has gradually increased. If the advertisements of the dealers have the words "value-for-money spree", then basically it belongs to this category. Of course, there are 4S stores that send stocks.

4. Reward old customers

Recommended by friends and colleagues, this is the decisive factor affecting most consumers to buy a car. In car marketing, this is called word of mouth effect. Therefore, car dealers have raised their brains in this regard. For example, FAW Toyota dealers have launched such activities: old customers who successfully introduce new customers to buy a car can get thousands of dollars in rewards. If a friend or colleague really misses the car he drives, how can he blame it?

5, package sales

The license plate sale is a good license before the sale. When Hangzhou issued the "88" card, Tianjin FAW dealers played a promotional tool for the sale of the brand. Since the license plate number was "88", the vehicles were very popular, and the dealers only had 8 brand cars. One grabbed.

6, interest-free mortgage car purchase

After the car purchaser pays 50% of the car, the balance must be repaid within two years. A car of about 200,000 yuan, if purchased by interest-free mortgage, can save at least 10,000 yuan in interest.

The central point of the festival promotion plan must be “delivery to customers”, which is also the premise of the promotion. By organizing events to attract more consumers and related people, car promotions are becoming more and more abundant, and the scope is becoming wider and wider, gradually forming a group activity. In addition, for the national day's preferential activities, autumn free testing can also be carried out. Activities, including 21 tests. National Day car promotion activities not only play a role in propaganda, but also help the business in the second half of the year to boost morale.

I wish our customers a happy National Day in advance! Sales performance hit new high


Part 3: Car Promotion Program

1. Purpose of the event: Explain the current market situation and the purpose of the event.

What is the current market situation? What is the purpose of this activity? Is it to deal with inventory? Is it to increase sales? Is it against competitors? Is it a new product? Is it to enhance brand recognition and reputation? Only when the purpose is clear can the activities be targeted.

2. Activity object:

Is the activity targeted at each individual in the target market or a specific group? How much is the activity control? Who are the main targets of car promotion and who are the secondary targets of car promotion? The correctness of these choices will directly affect The final result of the car promotion.

3. Activity theme: In this part, it mainly solves two problems:

Identify the theme of the event. Price reductions? Price discounts? Giveaways? Lottery? Gift certificates? Service car promotions? Consumer credits? Or other car promotion tools? What kind of car promotion tools and what kind of car promotion theme to choose, taking into account the objectives of the event, the conditions of competition and the environment And the cost budget and allocation of car promotions.

The theme of the packaging event.

After the theme is determined, the theme of the event should be artistic as much as possible to dilute the commercial purpose of the car promotion, making the event closer to and impressing the consumer. This part is a core part of the car promotion program and should strive for innovation to make the event powerful and exclusive.

4. Activity mode:

This section focuses on the specific ways in which activities are carried out. There are two issues to consider:

Determining partners: Pulling on the government to back up, or hanging on the media? Is it a separate action by the auto trade company, or is it a joint venture with a car manufacturer? Or a joint car promotion with other auto trade companies? Working with the government or the media can help take advantage of the momentum and build momentum. Combined with auto manufacturers or other auto trade companies to integrate resources to reduce costs and risks.

Determining the level of stimuli: For a car to be successful, it must be stimulating – it can stimulate the target's participation. The higher the level of stimulation, the greater the response to sales. But this stimulus also has a marginal effect. Therefore, it is necessary to analyze and summarize according to the car promotion practice, and determine the appropriate stimulus level and corresponding cost input in combination with the objective market environment.

5. Time and place of the event:

Choosing the right time and place for a car promotion will do more with less, otherwise it will be unpleasant. In time, try to let consumers have free participation, and also make consumers convenient in the location, and communicate with the urban management, industry and commerce departments beforehand. It is important not only to start the timing and location of the car promotion campaign, but also how long it will take for the activity to be analyzed. Too short a duration will result in the inability to purchase a car within this time. Many of the benefits that should be obtained cannot be achieved; if the duration is too long, the cost will be too high and the market will not be hot, and the value in the customer's mind will be reduced.

6. Advertising cooperation mode:

A successful car promotion requires a full range of advertising. What kind of advertising ideas and expression techniques to choose? What kind of media to choose? These all mean different customer arrival rates and cost investment.

7. Preparation:

The preliminary preparation is divided into three aspects:

Staffing. In terms of personnel arrangements, "everyone has something to do, everything is managed", there is no blank space, and there is no intersection. Who is responsible for communication with the government and the media? Who is responsible for copywriting? Who is responsible for on-site management? Who is responsible for gift distribution? Who is responsible for customer complaints? All aspects must be considered clearly, otherwise it will be troublesome and will be lost.

Material preparation. In terms of material preparation, it is necessary to have nothing to do, from vehicles to screws, to be listed, and then to check the list to ensure that nothing is lost, otherwise it will inevitably lead to busy on the scene.

Test plan. It is especially important that since the activity plan is determined on the basis of experience, it is necessary to conduct the necessary tests to determine whether the choice of car promotion tools is correct, whether the stimulus level is appropriate, and whether the existing route is ideal. The test can be by asking the consumer, filling out a questionnaire or piloting a program in a specific area.

8. Site management and control:

Activity discipline. Discipline is the guarantee of combat effectiveness, and it is a prerequisite for the perfect implementation of the program. In the plan, the discipline of all aspects of the participants should be carefully defined.

On-site control. The on-site control is mainly to arrange the various links clearly, to be busy and not chaotic, and to be reasonable. At the same time, in the process of implementing the program, the scope, intensity, quota and focus of the car promotion should be adjusted in time to maintain control over the car promotion plan.

9. Late continuation:

The continuation of the latter is mainly the issue of media propaganda. It is necessary to consider the way in which the event will be followed up in which media. Every car promotion must be strongly reverberated in the media.

10. Expense budget

There is no meaning in existence without interest. Budgets should be budgeted for the cost of inputs and outputs for car promotions.

11. Accident prevention

There may be some accidents in each activity. For example, the intervention of relevant departments, consumer complaints, and even sudden changes in the weather can cause outdoor car promotions to continue. It is necessary to prepare the necessary human, material and financial resources for each possible accident.

12 effect estimates:

Predict what effect this event will achieve, in order to facilitate the comparison with the actual situation after the event, summing up the success points from the aspects of stimulation level, car promotion timing, car promotion media and so on.

The above 12 parts are a framework for the car promotion program. In practice, analysis and comparison and optimization should be carried out to achieve the best benefits.


Part 4: Car Promotion Program

First, the market analysis:

1. National market analysis:

Since China’s accession to the WTO in November 20XX, the vehicle tariffs of automobiles have been reduced from 70% to 80% in the previous period to 25% now, and the tariffs on auto parts have also been reduced to 10%, plus the country’s introduction of vehicles. A series of preferential policies and dazzling new cars are on the market. The joint-venture cars have basically withstood the test. The companies that produce cars continue to be in line with international standards in product quality and management, thanks to the 50:50 in the mid-to-high-end sedan market. Form of joint venture.

High-income people in China are mainly concentrated in the following professions: famous movie stars, singers, fashion models, writers and athletes, some individual and private entrepreneurs, middle and senior employees in foreign companies and international institutions, financial institution managers, real estate departments. Developers and managers, some corporate contractors and technology shareholders, leaders in the high-tech industry, famous economists, lawyers, etc. Only high-income people who account for less than 1% of China's total number of people are precisely the owners and actual buyers of mid- to high-end cars, and the most valuable users in the mid-to-high-end sedan market.

The overall external environment of the joint venture car industry is getting better, and each manufacturer has a relatively broad market development space. Especially in large and medium-sized cities in China, with strong consumption power, advanced consumption concepts, and high-quality consumer groups, it has become the most attractive market in the mid-to-high-end car sales industry. The market has a high success rate and a high return rate.

2. Dalian market analysis:

In 20XX, Dalian has nearly 120 new cars competing for listing, which makes consumers feel excited and adds a sigh of relief: in many new cars, which one is best for you, which one is the most cost-effective, and so on. The most headache for consumers. Today, as the automobile consumption environment matures and consumers' awareness of consumption becomes more rational, personalized marketing has naturally become the merchant's housekeeping ability. For example, Dalian Wanhai Automobile launched the "Emotional Marketing" sign at the beginning of the new year: "Where people who buy POLO during the event, they will present dazzling fashion gifts." Dalian Baorui Automobile’s “Buy QQ3, Send One Car New Year” campaign and Dalian Hualing’s “Buy Outlander Fashion Edition to send you 8 New Year’s Hardcover” activities have won the favor of many consumers. The seemingly extravagant and generous investment is also one of the most effective marketing methods for businesses. However, in addition to the marketing strategy of car purchase gifts above, many merchants also indicated that they will set themselves in the interests of consumers, and on the basis of the most basic safety and environmental protection, they will attract customers from the perspective of price, quality and service.

Second, environmental analysis:

1. Dalian Environmental Analysis:

Dalian is a coastal city with relatively developed economy and an immigrant city. The high-income layer has a relatively high density and a certain high consumption power. Dalian's local history and culture are relatively weak, and its cultural accumulation is relatively shallow. Therefore, it has strong plasticity, strong ability to accept new things, and advocating fashion consumption. Especially for home environment, transportation tools, clothing and other supplies, it has a more avant-garde consumption concept.

Dalian is a world-famous tourist and sightseeing city. In 20XX, the Dalian line was waiting for 22.2 million tourists from home and abroad. In the strategic decision made by the state last year to "revitalize the old industrial base in Northeast China", it was clearly pointed out that Dalian should be built into an important international shipping center in Northeast Asia. Therefore, in Dalian, product marketing, from brand influence to corporate culture communication will play a huge role in penetration and radiation.

2. Marketing environment analysis:

The development of the automobile industry is inextricably linked to the growth of the national economy's GDP. According to the forecast data of the National Bureau of Statistics, China's national economic development rate in the past five years will be steadily increasing with the growth rate of automobiles. China's GDP growth rate will continue to grow at a relatively high rate in recent years and in the next 10 years. According to international experience, the per capita GDP is about 4,000 US dollars, which is when the car enters the family. This is the most common significance for the developed countries to enter the private consumption of automobiles. The law.

Third, SWOT analysis:

Strenghths advantages:

1. Zhongsheng Aotong was founded in XX. It is the first Nissan 3S service center in China. It passed the Dongfeng Nissan acceptance in 20XX and became the first Dongfeng Nissan 4S service center in Dalian. It is also the Zhengzhou Nissan in Dalian. General agent.

2. Zhongsheng Aotong owns one of the best in China and has a superb sales team. It currently serves more than 70% of Nissan owners in Dalian.

3, Zhongsheng Aotong is equipped with a professional sales team in each brand. The salesperson explains more professionally and the service is more considerate. All the owners who want to buy Nissan cars no longer have to go around.

4. Zhongsheng Aotong has established the second-hand car business department in 20XX, providing full-service services such as second-hand car replacement, acquisition and sales, which has solved many needs of the majority of car owners.

5. Zhongsheng Group has 7 4S stores in Zhongsheng Toyota, Yingbin Toyota, Huidi, Aotong, Lexus, Yingbin Toyota and Guangzhou Toyota in Dalian, and has the most famous automobile brands in the automobile market - Toyota, Nissan , Audi, Lexus, Dongfeng Honda, Guangzhou Toyota.

6. At the previous Dalian International Auto Show, Zhongsheng Group's booths were second to none. At the same time, NO.1 was also seized in the area of ​​the exhibition area, the value of the package, the test drive experience and the number of cars sold.

Weaknesses disadvantages:

1. Compared with other automobile brands, from the appearance of automobiles to the influence of brand penetration, American cars are famous for their luxurious atmosphere. French cars are famous for their fashion and artistic sense. German cars are highly skilled. Japanese cars are economically Features.

2. Due to some propaganda and competition in the process of communication, the impression that Japanese cars leave to consumers is often to focus on the economy and ignore the improvement of grades and safety performance.

Opportunities Opportunities:

1. The European and American cars always give people the feeling of high-end and high-priced. The high fuel consumption of American cars also makes ordinary consumers feel afraid. The performance and value ratio of Japanese cars are very high, and the shape is also younger. In the global climate where energy prices are rising, the sales of Japanese cars are very popular around the world.

2. The Japanese car business in Europe had a big breakthrough last year. Before that, Nissan had already announced the profitability in Europe by virtue of its merger with Renault. This shows that Nissan’s international brand influence and appeal Already formed.

3. The automobile industry is known as the “engine” of the national economy in China and is the “1:10 industry”. That is to say, for every 1 percentage point increase in the output of the automobile industry, it will be able to increase the output of steel, petrochemical, electronics, textile, service and other related industries by 10 percentage points.

4, 20XX, is the year in which China's autos have the most new policies, affecting imported cars and domestic cars. As a commitment to fulfill the WTO, on January 1, 20XX, the tariffs on imported cars, light buses, off-road vehicles and other vehicles have dropped from 30% to 28%. By July 1, 20XX, the tariff rate on imported cars dropped by 3 percentage points from the 28% tax rate to 25%, completing the final drop of China's automobile import tariffs.

Threats: Threat:

1. The relationship between China and Japan has always been a problem that cannot be ignored in the Chinese auto market. The impact may be very small, but it may sometimes become the most important factor. When Sino-Japanese relations deteriorated, such as the Diaoyu Islands dispute, the tension in the East China Sea oil and gas fields, the Japanese government’s attitude toward the war of aggression against China, and the Japanese leaders’ visits to the Yasukuni Shrine, they will affect Japanese companies’ investment and expansion plans in China. The choice of car purchase will also be transferred. It is understandable that the relationship between China and Japan is so sensitive. The Chinese may never forget the historical shadows of the Nanjing Massacre and the comfort women incident. This sensitivity is relatively long-lasting. A slight touch may have a negative impact on Nissan. . Dalian should be said to be a relatively “pro-Japanese” city. Unlike Beijing, Shanghai and some inland cities, the political atmosphere and citizens are more politically sensitive. Dalian’s cultural atmosphere and political atmosphere are relatively broad to Japan, but Dalian’s life is all It is Chinese. The turmoil in Sino-Japanese relations in recent years cannot but be said to have a negative impact on Nissan's relative marketing and branding.

2. With the sudden increase in the number of motor vehicles, the traffic problem is becoming more and more significant. In cities such as Beijing and Shanghai where the consumption of medium-to-high-end cars is concentrated, the traffic situation is already overwhelmed. There are not many urban vehicles. For example, there are 2 million private cars in Beijing and 5 million cars in Hong Kong, but Beijing is more dense than Hong Kong. It shows that the traffic management level in Beijing needs to be improved. There are more than 500,000 vehicles in Dalian, and private cars account for 1/3. The density of vehicles is not very large.

The impact of the deterioration of transportation on mid-to-high-end cars depends mainly on the government's policy. If the government adopts a restriction policy on cars, it will inevitably affect the sales of cars. If the government strengthens the management of traffic, the sales volume of cars will increase steadily.

Fourth, the purpose of the event:

1. Determine the theme of the event:

1), wedding: Crystal lovers romantic hundred

Soliciting a couple of newly married couples on 20XX x x x

Organized a series of 100 car parades operated by the case

Romantic wedding in Star Bay, Binhai Road Nissan series of cars carrying hundreds of newcomers "walking" conference

2), parade:

2, packaging activities theme:

V. Activity mode:

1. Wedding: Crystal Lovers Romance 100

——“Zhongsheng Aotong” Dalian 100 pairs of newcomers collective wedding activities

Through the media release and news campaign, recruit new couples on the 20th, xth, and xth day;

Through the selection and selection, 100 pairs of collective wedding participants will be implemented;

And choose to promote the venue with great influence, convenient advertising, and rapid media communication, and strive for the sensation of the event;

Organize a series of 100 models of cars operated by the case, carrying hundreds of new people marching along the main roads in Dalian;

Each pair of newcomers presented a crystal car model of the case, the word "Crystal Love, 100 Years Good": Dalian 2007 "Zhongsheng Aotong" collective wedding commemoration;

Inviting government departments or influential public figures to present their speeches;

2. Cruise:

A, Zhongsheng Aotong series car marathon relay race: a set of 8 cars, the relay point is set in the city's famous scenic spots;

B. Zhongtian Risheng The Olympic Games are open to the banner, with the theme of parade propaganda.

Commitment to "Zhongsheng car purchase life-long value": for car price reduction and disguised price reduction, whether you dare to promise to buy this case XX car system, the price preservation, that is: the supporting equipment after the listing of the next generation car is also free to install the previous generation car, although this is done There is a slight loss in tactical profit, but in the strategic control, it grasps the overall situation: under the influence of the consumer psychology of car purchase value, it is bound to achieve "brand preservation."

Sixth, advertising strategy:

1. Carry forward the century-old culture of Dalian

2. Promote government and media participation with public welfare undertakings

3. Engage more consumers to participate by interaction

4. Expand the brand influence by scale

5. Promote advertising extension with souvenirs to deepen the influence of brand communication

6. To speculate on the biggest event in the history of Chinese sports in the Olympic Games.

7. Bundle the brand of this case with Dalian's participation in the Olympic event

8. Promote the smooth flow of the Ministry of Communications and expand the influence of the car system

9. Form dependence, trust and cohesion in the minds of consumers with the most affordable commitment

10, maintaining the price while maintaining the maintenance and extension of the brand

Seven, preparation stage:

1. Staffing:

2. Material preparation:

3. Test plan:

Eight, the implementation phase:

Nine, the extension phase

Ten, the cost budget:

XI, crisis planning:

Twelve, benefit evaluation:


Part 5: Car Promotion Program

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, 20th - 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 a 700 yuan car service with this order

Buy Toyota Prius, Toyota Camry, Toyota Reiz three cars can donate 1,000 yuan in cash to the Red Cross in the name of the customer to support the poor college entrance examination graduates who can not afford the university, at the same time fully purchase the car with the purchase certificate Get 1000 yuan in cash or get a car service of 1,500 yuan with this order

The payment slip must be sent back within 15 days of purchase.

Customers who send back the payment slip and donate money will receive a small gift and donation certificate sent by the company, and the raffle ceremony will be held on September 15th.

Award-winning customers receive one year of car service and donate a computer to poor students in the name of the client

Preliminary 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. Specially trained personnel in the early stage.

Medium term operation

Mid-term promotion

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

eToyota website promotion

Publicity 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

promotion method:

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.

Later continuation

On September 15th, select the best-selling Toyota Auto Store in Zhengzhou City to hold a lucky draw ceremony. Please attend the fair department, company leaders, Red Cross, customer representatives, and student representatives. A scholarship is awarded on the spot. To attract media attention

I would like to thank the list of the people who donated the money in the return slip in this activity in the Dahe newspaper.

Telephone return visits All participants in the event first thanked for the support of the public welfare undertakings and then held a large sponsorship event to participate in the event and the feeling of the car to attract media attention and follow-up reports.

Cost budget: Publicity: TV 10,000 yuan, newspaper 10,000 yuan, radio 10,000 yuan, outdoor 5,000 yuan, 5,000 yuan in the store

Gift: 10,000 yuan

Maneuver: 100,000 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, the focus is on the operational stage, there must be a well-organized, well-trained team

Early effect evaluation:

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.