2019 Christmas Promotion Program

Part 1: Clothing Christmas Promotion Program

Event theme: Christmas crazy grabbing competition Competition time: December 17th - December 24th
1. From the 17th, customers who have purchased more than 50 yuan will be recorded at the general service desk with the shopping receipts, and they can participate in the “Breakfast Competition” on Christmas Eve on the 24th.
2, the registration time is December 17th --- December 24th at 17:00 pm
On the evening of the 3rd, 24th, at the end of 18:00, 200 customers participated in the event with a small ticket, and officially started at 19:30.
4. The goods that are robbed are sponsored by all the merchants in the department store, and the value of the goods is indicated in the specified position.
5. The customer grabs the goods within the specified time and belongs to the customer, and finally evaluates the winner according to the value of the goods seized.
6. Christmas evening business activity evaluation
1. Through a week of popularity, there are only a lot of people involved in the event that night.
2, the sponsorship of hundreds of kinds of goods, its value will be much higher than the minimum shopping standards, cater to the psychological temptation of many customers, and the participation is strengthened.
3. Since the value of today's casual wear items is low, the minimum standard for shopping participation is set at 50 yuan, which can promote the sale of goods.
4. The atmosphere of the event was warm and unforgettable.
Store layout and precautions:
1. The Christmas atmosphere does not have to be said, and it needs to be treated differently according to the store.
2. On-site order is more important. The personnel distribution is as follows: 2 timekeepers, 2 approved commodity value personnel, 1 host, 2 numbering staff, 1 value holder, and a number of preservation.
3, the merchant sponsored goods need to grasp a certain scale, the value can not be too low.
4, other activities also need to follow up, such as the distribution of gifts, etc., no need to say more.
Advertising
1. On December 17th, a quarter of the newspapers were on the fence. The design idea: You should not over-emphasize the promotion of goods. It should be based on Christmas activities, and it is important to introduce the clothing-buying activities and induce customer participation.
2. On December 23, a quarter of the newspapers were mainly for sales promotion, focusing on product promotion and overall event introduction, and highlighting the Christmas night.
3. Issue a number of event flyers.
The commentary activity is quite new. I always feel that I am consuming the physical strength of the customer. To put it bluntly is a feeling of playing. I think it is a matter of opinion and direction for modern planning, but one thing is that the current customers are becoming more and more savvy, or more and more difficult to serve. I think this kind of activity is a transitional, phased Or supplementary activities, it is OK, but as the main activity, is it still necessary to work hard from the breadth and depth.
First of all, the store has a strong Christmas atmosphere! Lanterns, music, Christmas trees, etc. All the staff in the store wear a Christmas hat! Make a big Christmas float, and people like Santa Claus and Snow White stand on the float and send them along the street. Christmas candy! Candy can also be distributed randomly in the store! This will quickly generate a strong sense of foreign holiday in the business district, Christmas party can spend 2,000 yuan to invite a rock band to enhance the atmosphere, live balloons, Christmas blinds, etc. . And lead the song of Christmas Eve, etc....
For marketing activities: Make some socks with a list of gifts and stick them on the activity board.
Free shopping for a full stock of ¥68 in Area A, with a small gift full of ¥168 in Zone B..........................
Over ¥288 in Zone C..........................


Chapter 2: Christmas Promotion Program

Purpose of the event: Winter is the best time for jewelry sales in a year. It is the first Christmas and New Year's Day after *** jewelry officially entered Zhengzhou in May XX. After half a year of promotion and brand promotion, our brand is in Consumers have already established a certain image in their minds. The romantic, warm and elegant image of jewellery has been different from some local jewelry brands. Through brand packaging, it has achieved a certain market share and loyal users. However, due to the short time of entry and the remote location of the sales location, there are not many truly loyal consumers, and the popularity is somewhat inferior to some jewelry brands on the market. In response to these realities, this major promotion was launched on the occasion of the most important sales period of the year, Christmas and New Year. Through this winter event, we aim to convey the brand image of jewels romantic, warm and elegant to consumers, and further expand brand awareness, so as to achieve the ultimate goal of increasing sales and consolidating market sales.
Analysis of Zhengzhou Jewelry Brand: Zhengzhou Jewelry Brand can be divided into three levels: Zhou Shengsheng, Chow Tai Fook, Xie Ruilin and Chao Hongji are high-end. The main feature is the high brand awareness, the trend of merchandise leading jewelry consumption, and the price is relatively high; The mid-end is mainly a nationally-recognized jewellery brand mainly composed of Dai Mengde, Kimberly and Lao Fengxiang. The low-end and popular are mainly local famous jewellery brands in Henan: Jinxin Jewelry and Tiancheng Jewelry. Other jewelry brands such as Jin Jiufu, Jin An, Jinkla, etc., are not a threat to the temporary construction of jewels, so they are not considered. *** Mainly engaged in diamonds and jade, winter jade consumption is often difficult to achieve the ideal state, and the characteristics of jade also determine that jade is not the mainstream of winter consumption, so in this winter activities should be placed in the main promotion.
Winter Consumer Analysis: Winter jewelry consumption is mainly concentrated in three areas: 1. Marriage. Mainly reflected in the consumption of diamonds, newcomers must choose a diamond for engagement, this is the main consumer of diamonds; 2, the new year gift group, mainly for gold consumption, the profit of gold itself is not large, but can increase the store through gold consumption The popularity of the inside, thereby increasing the consumption of jewelry, this process focuses on the guidance of the sales staff, guiding the good can promote the sale of jewelry. At the same time, gold consumption is concentrated in older consumers. They often buy gold jewelry for their children and grandchildren again. They are more traditional newcomers. They still tend to buy traditional gold jewelry when they are married. 3. Personal consumption. At the end of the year, it is often personal income, and when the year-end is at hand, it is a very frequent consumer behavior to buy a piece of jewelry for yourself or a friend at this time. Therefore, this part of the consumer should also be taken into account in jewelry sales. Moreover, such consumers tend to have relatively high incomes, young fashions, and tend to spend on gold, platinum, palladium, diamonds, etc. In the planning of activities, they should take into account the consumption psychology of such people and support them in commodities.
Activity time: XX.11.20------XX.01.08
Marketing Strategy: This “Beautiful Christmas” winter event is divided into two parts: “Winter Beauty Beauty Perfect Presentation” and “Warm Gift Care”. The former mainly introduces jewellery products, which is characterized by the launch of a series of diamond jewellery, which focuses on the diversity and fashion of corporate jewellery goods. Today, as jewelry competition becomes more homogenous, a jewel should pay more attention to the style and variety of the style and create a romantic atmosphere in the sales hall. This marketing should work hard on the combination of goods, while paying attention to the main body. The latter "warm care and care" focuses on the services of Intner Jewelry, and conveys the good service concept and meticulous care service to consumers. Focus on practicality and richness in the gift portfolio. And need to open the grade, from the gift from the store to the gift of high-end customers must be targeted, the gift should highlight the warm, romantic and elegant image of the Intner jewelry brand. Specific marketing plan:
The support for “winter beauty decoration is perfect” is divided into three parts:
1, XX Collector's Edition 1 carat diamond allows you to experience the rare and precious glory;
Carat diamond has the potential to appreciate and reflect the noble and glory of its owners. There are more trusts in engagement and marriage during the Spring Festival; there are also more people who contact each other to give gifts; some successful people give gifts to themselves and their families, and the consumption during the Spring Festival is usually high, so this is the case. In the case of a one-carat diamond, the focus of sales is to let customers feel the esteem and glory of the possession, and the theme of the goods must also be closely linked to the theme, highlighting the nobleness and respect of the carat diamond.
2, *** "Charming Princess" series of diamonds let you experience the beauty of love, the light of love;
After the sales of the princess diamonds, our major jewellery stores in Zhengzhou City have almost no marketing activities at the same time. If we can be unconventional and highlight the princess diamonds in the promotion process, we can express the innovation of the company and the brand. The improvement is also good. At the same time, if we use this winter activity to form another selling point of diamonds, it will be of great benefit to our jewelry sales in the future. The princess drill has been more publicized in recent years. Many people, especially fashion white-collar people, have already known through the promotion of efd, and the beautiful impression of the princess diamond is very attractive, so we should put it in the food promotion this winter. The princess diamond as a bright spot, also highlights the mysterious and intelligent charm of the princess diamond on the merchandise counter layout.
3, *** "Play Beauty" series of diamond jewelry exclusive promotion, so that you have a distinctive beauty;
The “Playing Beauty” series of diamond ornaments is the style promoted by this year’s international diamond promotion organization. For the first time, it has broken the unconventional style of diamonds. The group launched “Mature Woman, Cute Girl” as the concept of “playing beauty”. The series of diamond jewelry has become the main style in the sales of all major jewellery. Our *** jewellery as an authorized dealer in the “Playing Beauty” series in Henan, also has to keep up with the big trend of “playing beauty” diamonds. The trend of borrowing Dongfeng has also helped us a lot. In the event, in addition to the focus on the "playing beauty" and ensuring the supply of goods, we must also ensure that consumers understand the "playing beauty", which requires the sales staff to patiently explain to the customer.
Promotions promoted by the corresponding accessories:
1: Specially launched the "Winter" series of beauty accessories, you can join the *** Jewelry Club for free, exclusive service. Members are most likely to form a reliance on the brand and loyalty. The condition of our *** membership is that the purchase of more than 1,000 yuan, resulting in a certain loss of membership, the event launched to buy jewelry, free to join the member club, you can directly become us Members, enjoy the respect of the members. In order to cultivate consumer spending habits and loyalty to jewellery. Membership building is very important and will become more prominent as development progresses.
2, happy to buy cash back to Hongli
2, cash purchase jewelry over 1000 yuan, can return 50 yuan in cash after one year;
2, cash purchase jewelry full XX yuan, can return 80 yuan in cash after one year;
2, cash purchase jewelry over 3,000 yuan, can return 150 yuan in cash after one year;
2, cash purchase jewelry over 4,000 yuan, can return 200 yuan in cash after one year;
2, cash purchase jewelry over 5,000 yuan, can return 300 yuan in cash after one year; 2, cash purchase jewelry over 6000 yuan or more, can return 380 yuan in cash after one year;
2, 3, enter the store to have a gift, buy a happy gift into the store to send Christmas New Year happy balls, beautiful makeup mirror, and so on.
Buy jewelry over 1000 yuan, send 20 yuan jade promotion card + XX exquisite calendar;
Buy jewelry full XX yuan, send value 120 yuan jade pendant + XX exquisite calendar;
Buy jewelry over 3,000 yuan, send a three-piece warm gift + XX exquisite calendar;
Buy jewelry over 4,000 yuan, send a warm gift three-piece set +40 yuan jade promotion card + XX exquisite calendar;
Buy jewels over 5,000 yuan, send a warm gift three-piece set +120 yuan jade pendant + XX exquisite calendar;
Buy jewelry over 6000 yuan or more, send palladium necklace and pendant +XX exquisite calendar

4, good luck unlimited play gift items for a transparent glass cylinder and 6 dice, each of the six faces of the dice are marked with Santa Claus, socks, bells, elk, Christmas tree, snowflake six patterns.
The scorpion can also get a lucky prize by throwing 6 different patterns at the same time;
At the same time, throw any 6 identical patterns to get a lucky prize;
At the same time, 2 sets of 3 identical patterns can be cast to get a lucky prize;
At the same time, 3 sets of 2 identical patterns can be cast to get a lucky prize;
Submit any 5 identical patterns to get a lucky prize;
Submit any 4 identical patterns to get a lucky prize;
Submit any 3 identical patterns to get a lucky prize;
In addition to the above winners, all other players can receive a lucky commemorative award.

5, happy moments, memories, customers who spend 500 yuan during the event, you can get a photo of Santa Claus and the Christmas tree arranged in the store. You can also get a "Happy Time" frame when you purchase more than XX yuan. And take a photo of the photo.
6, enjoy Christmas Eve to send peace "Fu"
Customers who shop can use the closed store sales activities of the ***27 boutique on Christmas Eve on December 24, where a large number of apples will be placed in the store, and the clerk will dress up as Santa Claus to give gifts or candy to each one. Customers who enter the store, customers with children can get Christmas gifts from the store and candy delivered by employees. In front of the door to participate in the gift of "Peace Fruit", customers can pick "Peace Fruit" in person, meaning peace.

7, the lottery continues, lucky often in the weekly draw: every Sunday at 5 pm in the store. Red Lucky Card Warm Prize:
Prize: 1 special prize, 1 electric heater or warmth first prize of 480 yuan, 2 electric heaters or 2nd warmth of warmth, 200 yuan worth of electric heater or warmer 3 prizes, 5 electric heaters or warmth lucky prizes worth 200 yuan, electric heaters worth 100 yuan or warmth month draws: at the end of the event, you can draw all the shopping customers during the event. The cards are pooled and then the draw is unified, and some customers use the form of SMS notifications.

Lucky Grand Prize:
Prize: 1 special prize, 1st prize of XX yuan Hainan Shuangfeiyou, 2nd prize of 1,500 yuan fine diamond necklace, 2 prizes of 1000 yuan pure gold ring, each with a value of 500 yuan A pearl necklace with a lucky prize of 5, each emerald pendant advertising combination worth 200 yuan: in the advertising portfolio: in-store terminal layout + Dahe newspaper three-phase advertising + flyer color page.
Arrangement in the store: Through our marketing experience, the terminal layout in the store has a great influence on the on-site customer shopping, especially Christmas and New Year, we must create a corresponding happy, warm and warm shopping atmosphere. Firstly, 22 hanging flags of 61.6 cm * 45.6 cm hanging from the top are arranged. The color of the hanging flag is mainly gold and red. The picture is bright and warm, and it is tempting. It is mainly composed of "the snow is flying red and playing beautiful Christmas". Completed before the 20th of the month. The adjustment of the light box in the store fully demonstrated the 1 carat diamond, the charm princess diamond and the "playing beauty" series of diamonds which were mainly promoted in this year's event. At the same time, it should also have the theme of "warm gift, care and preparation". To use the red main tone light box, highlight the red warmth, enthusiasm, and render the atmosphere of the store sales scene. The light boxes are respectively 1.22 m * 1.8 m, 30 cm * 45 cm, and must be completed by November 20. The layout of the decorative paintings in the store is also very important. They are 2m*2.5m on the wall of the wedding counter. The inside of the store covers a 3m*4m of the security door. The former is mainly composed of wedding diamond rings. The latter highlights the activities. The theme is red in color.
At the same time, each counter launches the corresponding "Christmas Happy Price" to adjust the original price of the jewelry to the corresponding price of the different jewelry varieties. The adjustment range is adjusted by the team leader of each department and the two front office managers to contact the staff of the distribution department for reporting the financial situation. Control is between 20% and 50%. At the same time, each counter displays these Christmas-fashioned items in a conspicuous position, requiring customers to see them as soon as they enter the store. In particular, the counters of the carat diamonds, the glamour princess diamonds and the “playing beauty” series of diamonds are more prominent. The small signboard used for the event must be completed by December and requested to be completed.
In the store, Christmas decorations should be arranged with decorative bells, Santa Claus, colorful shiny Christmas trees and colorful balls to create the beauty and warmth of Christmas. These are arranged by the artist according to the actual situation, including each counter and pillar. On, at the top of the service desk, etc. The bouquet on the counter should also be adjusted accordingly, echoing the red key in the store.
Out-of-store layout: The layout outside the store includes four parts: the arrangement of the glass door, the layout of the exterior wall of the store, the layout of the window, and the layout of the large display screen. The glass door is arranged with 4 color strips of 0.4 m * 2.2 m. The color of the color strip is 0.4 M * 6.2 m below the store exterior wall.
The layout of the exterior wall of the store is mainly red, highlighting the Christmas atmosphere. It is recommended to match the bells and bouquets on the screen, which is more attractive. The layout of the window should be completely arranged according to the characteristics of Christmas. It is recommended to arrange a fairy-tale fantasy scene with snowflakes, Santa Claus, gifts, Christmas trees, etc. as the main elements, with diamond jewelry, while the suspended glass should be arranged at the same time. The atmosphere cannot be empty. This work was completed by the design in early December.
The layout of the LCD screen outside the store: Subtitles include the theme of the event: Ying Xue Feihong, playing beautiful Christmas; warm gift, caring and ready; Ying Xue Feihong ***, playing beauty Christmas Carnival; international brand reputation Full service and thoughtfulness. The TV screen part is in the form of broadcast jewellery advertisements. The contents are glamour princess diamonds, beauty series jewelry, one carat diamonds, etc., and sound effects broadcast, in order to achieve three-dimensional publicity effect.
Dahe newspaper advertising portfolio: December 10th + December 17 + December 24th three-phase black and white back cover half edition. The advertising price on Saturday is relatively low, and consumers have time to pay attention. The advertising content is based on the theme of the event, highlighting the carat diamond, the princess diamond and the beauty series diamonds. Flyer coloring page: The size of the a4 is the standard, the main color is still red, the front page highlights the activity, the inner page 1 speaks the activity content, and the inner page 2 introduces the active jewelry style and is accompanied by the picture.
Continuation of the event: On Christmas Day, adjustments and new additions can be made according to the actual situation.
Activity budget: The cost of the store outside the store is reported and sold according to the actual situation; the prize cost is about ***000 yuan; the Dahe newspaper fee: three ** million. A total of *** pages were printed on the publicity page. The total cost is about *** million yuan.
Expected results: Sales revenue is doubled from November, and is expected to be *** million.
Note: All departments must work in strict accordance with the activity process. If they cannot complete the task on time, they will be treated with a fine. The amount of the fine is *** yuan of the supervisor-level manager and *** yuan of the general planning department. With administrative punishment, you cannot participate in the year-end evaluation work.


Part 3: Photo Studio Christmas Promotion Program

Since entering December, all the big and small festivals have come one after another. Among them, Christmas is the first one, and it is also a romantic festival connected with the studio, and it also welcomes another wedding season.
Second, the purpose of the event to take this opportunity to increase sales, attract popularity and increase brand awareness.
Third, the theme of the event
"Romantic Christmas dances out of your own romantic gift"
Fourth, the activity form draw, special price five, activity content
1. Event time: December 20-December 27
2. Venue: ** Photo Studio
3. Specific content of the event:
Special section: During the Christmas promotion period, the studio launched two meals.
1), Christmas special set is 298 yuan:
Classic French 7-inch photo album, 3 times of modeling, 3 sets of costumes, multiple shots, 10 albums. And give a 16-inch 2019 calendar poster! !
2), romantic Christmas 1225 yuan couple package.
Romantic gift section:
The leaflet dispatcher will send a Christmas gift leaflet at the door of the supermarket and the mall. With this leaflet, you can get a Christmas gift box under the Christmas tree of the photo studio.
Anyone who finds a Christmas costume ball invitation from the Christmas gift box can participate in the Christmas costume ball held on December 24th.
Other gifts: a variety of small gifts, as well as some studio cash coupons or discount cards, the specified amount of the family portrait package.
Part of the Christmas costume party:
a friend who finds an invitation in a Christmas present;
Customers who consume Christmas packages;
Register participants.
Christmas costume ball event:
1. Lottery prize setting:
Super lucky customer: a prize: cash ¥ 5000; ** photo studio to send out the value of ¥ 3000 happy life family carnival set a first prize: two prizes: cash ¥ 1000; ** photo studio to send out the value of ¥ 999 happy life family photo Set of second prize: four prizes: cash ¥500 third prize: eight prizes: cash ¥200 yuan commemorative prize: several prizes: ** a souvenir provided by the photo studio
2, photo details:
1. Apparel is provided free of charge with free invitation. Free clothing is limited and can be rented separately. Free makeup.
2. Participants will be charged the corresponding fees, provide some free clothing, and rent other clothing and cosmetic bags.
3. There are special photographers in the dance party. Participants can request special photos. After the meeting, you can choose your own film and post-production.
Sixth, event promotion
1. The front hanging banner of the store can also be hung in a prominent position in other major commercial areas.
2, the leaflet, dm single delivery to the position.
3. Newspapers: Select local influential newspapers, black and white, color printing or two-color overprinting.
4, broadcast: contact the radio, as much as possible to broadcast in prime time.
5. TV: Create a romantic dance ad.
Seven, the cost of the budget
1 Prize fee: ¥13089 2 Promotion fee: ¥40000
3 Contact fee: ¥4000
4 Others: ¥2000
Total: ¥59089
Eight, the effect forecast is slightly


Part 4: Restaurant Christmas Promotion Program

As the year approaches, Christmas, New Year's Day, Spring Festival and other festivals will follow. The Planning Department will launch a series of festival activities to create a festive atmosphere and promote consumption. Although Christmas is a foreign festival in the West, there are quite a few young consumers in Kunming. Most of them are between the ages of 15 and 28, and Christmas likes to spend in Western restaurants and bars. "蔼若春" customers are mostly 20-45 years old, paying more attention to the romantic atmosphere of Christmas. Therefore, during the Christmas period, we only need to create a storefront atmosphere and lay the foundation for the consumption of New Year's Day and Spring Festival. Pay attention to the activities of the manufacturers during the event, make full use of their resources, enrich the content of the activities and reduce our operating costs.
Christmas event arrangement purpose: to create a good Christmas dining environment, to promote the end of the year consumption activities: December 24, 20XX ~ December 20, 20XX Event location: Dayi Park, Ruo Ruochun Activities:
1. Atmosphere creation: publicity water cards for Christmas trees, lanterns, and event content at the door, Christmas posters and decorations on the floor-to-ceiling glass, all staff wearing Christmas hats, broadcasting various Christmas songs, etc... Dressing up the storefront Have a strong Christmas atmosphere
2, Christmas gifts: During the event, each store is dressed as a Santa Claus by a staff member, carrying gifts in the store to swim, to distribute balloons to children, and to adult customers can issue "big gift packages."
3. Marketing activities:
a The original dining lottery continues;
b continue to promote membership;
c present a New Year's card at each table
4. Personnel Arrangement Content Department Time Remarks Greeting Card Production Planning Department Before December 5th, the purchase of Christmas decorations will be provided by the Ministry of Planning before December 10th. The planning department will replace the in-store POP before December 15th. Activity Content Promotional Card Planning Department Before December 15th, the material distribution planning department will arrange the stores before December 12th. The planning department will assist the broadcasting plan planning department before December 10th. The preparation of Christmas music will be checked before December 10th. Ministry of December 16 Note: The specific division of labor and the follow-up of the operation of the department managers should pay attention to the reasonable combination of the activities of the manufacturers.


Chapter 5: Snacks Christmas Promotion Program

Purpose: To further grasp the sales season with extraordinary days, and to further enhance the popularity of the Crayon Shinchan Jelly, so that more customers can further understand your brand. Through the large-scale on-site promotional display and large-scale publicity, the strong commercial atmosphere impacts the customer's vision and stimulates their purchasing desire to achieve sales purposes.
Activity mode:
1 Invite large-scale song and dance troupes to help, promote popularity, increase the atmosphere of the scene, promote the on-site booth promotion of Crayon Shinchan Jelly brand, and provide gifts and gifts for Christmas gifts.
2 With the leaflet to the supermarket, a test gift is issued. The customer who belongs to the birthday of the day receives a free Christmas gift with the ID card.
3 Improve the popularity of Crayon Shinchan Jelly through on-site prize quiz and related games.
4 On the day of the event, you can enjoy discounts when shopping at the supermarket.
On the evening of the event, Santa Claus distributed 500-1000 gifts for free.
Promotion method:
1 street banner advertising;
2 issued a large number of leaflets;
3 invite TV station news reports;
4 TV commercials for three days;
5 on-site large POP advance publicity.
Activity expenses:
1 invited song and dance troupe: 700 yuan / day 2 rental audio 200 yuan / day, rent a car to pull the audio round-trip fare 200 yuan;
3 actors round-trip fare: 160 yuan / 8 people 4 eat: 180 yuan / day 5 printed banners: 6 x 40 yuan / article = 240 yuan 6 printed leaflets: 5000 copies × 0.035 = 175 yuan 7 TV ads: 3 days ×100 yuan / day = 300 yuan 8 large POP: 3 sheets × 20 yuan = 60 yuan 9 temporary expenses: 100 yuan 10 spray stage background