Anniversary promotion plan

Part 1: Anniversary Promotion Plan

The traditional opening ceremony promotion mode has formed a fixed pattern, gradually flowing into the stylized, discount + return gold + gift three sets of promotional means has been difficult to effectively attract target customers, often the merchants invested a lot of manpower, material resources, and consumers I don’t buy the account at all, and I can’t achieve the ideal advertising effect. In order to achieve the lively and super-popular effect of this opening ceremony, we must boldly adopt a new food and beverage marketing model.

The most new wave of Weihai catering industry promotion.

Overall strategy analysis of promotion: According to the current situation of Weihai catering industry, Zhangjia Old Courtyard is a unique restaurant specializing in Sichuan cuisine in the minds of consumers. It is unique in the same industry in terms of decoration style and taste of dishes. The profoundness of Sichuan cuisine and the affinity of the name of the Zhangjia old courtyard restaurant highlight the theme of this promotion--the strong food culture atmosphere drives the strong food and beverage promotion atmosphere. A series of themed activities throughout the promotion to maximize the interaction with the target consumers to achieve the desired promotional effect.

Promotion strategy, soft text hard

Since the first anniversary of the opening of the Zhangjia Old Courtyard, the business purpose of the whole restaurant has been to promote the main line, throughout the restaurant's service commitment to the guests, the training of staff service quality, the quality of the food and the feedback from customers on the restaurant, etc. Appear on. And kicked off the announcement of this promotion.

Strategic focus: 1. Try to appear in the media in the form of non-advertising, preferably in the form of this newsletter or newsletter. 2, try to use a third party to narrate the content of this promotion, so that readers have credibility, and the promotional content of consumer feedback is best to be based on the experience of real customers. May wish to list the customer's name, work unit, etc.

Promotion strategy 2, theme interaction.

1. Activity plan: select Weihai people's favorite restaurant

Activity goal: emphasizing the characteristics of Zhangjia old yard and enhancing the popularity of the restaurant

Interactive form: In cooperation with Weihai Catering Association, it lists 10 famous restaurants in Weihai, allowing consumers to vote through mobile phone newsletters and websites, and draw lucky gifts from them.

2. Activity plan: collect the name of the special dishes of Zhangjia old yard

The purpose of the event: to create a news effect, highlighting the characteristics of the restaurant dishes.

Interactive form: List the main ingredients, main ingredients and practices of the main specialties of Zhangjia Old Courtyard in the media. The consumer gives the appropriate name for the dish based on the taste of the color. And once the restaurant is adopted, this dish will continue to use the name of the dish used. And the establishment of awards to reward participants or consumers who have won the prize for this time will be free to consume the dishes from Zhangjia Old Courtyard.

3. Activity plan: collect the favorite dishes of Weihai diners

The purpose of the event: to create a news effect, highlighting the importance that Zhangjia old yard pays to consumers

Interactive method: Through the various media, the Weihai diners' own special dishes or favorite dishes are publicly collected. It requires originality, certain nutritional balance factors and the feasibility of cooking. Finalists can receive prizes and be made into actual dishes by the Zhangjia old yard. Moreover, the finalists have the right to naming or free of this dish.

Promotion strategy three, friendly hospitality

Although this promotion should avoid traditional promotion methods, some practical promotion methods may be used.

1. Gifts: The restaurant should have a special craft commemorative anniversary celebration of small craft gifts, so that customers feel that they can eat at the Zhangjia old yard, in addition to enjoying a high-level atmosphere, but also get amazing gadgets. It can not only play a promotional role, but also improve our grades. In terms of distribution, gifts can be matched according to the level of consumption, but special personnel are required.

2. Establish and collect the "People's Personnel Archives", such as the municipal party committee × × × leadership × year × month × day birthday, × company × year × month × day anniversary, × × × leadership wedding anniversary, when the early release of congratulations This is used to strengthen the connection with the diners, so that we have a stable source of customers. It can be calculated that if there are 5000 source files, there will be a meal opportunity once a year, 5000 ÷ 360 = 13.8 times a day, and the attendance rate is one-fifth, so there are 2-3 table customers every day.

3. After-dinner service: After the meal, in addition to the gifts and coupons, the arrangement of one or two people for the free car wash for the guests is small, but it can reduce the trouble for the guests, so as to increase the impression of the guests, thus better Create benefits for the hotel.

Promotion Strategy IV. Media Integration

The success of any event planning, advertising strategy is important, according to the effective arrival rate of Weihai advertising, the ranking is: newspaper, outdoor, radio, television. Therefore, the ratio of advertising density of this event is: newspaper 50% outdoor 20% broadcast 20% TV 10%.

Suggested media:

Weihai Evening News

Outdoor, bus stop

Traffic broadcast art channel

Weihai TV Station


Chapter 2: Anniversary Promotion Plan

Promotion theme: anniversary, national fun! Give back to new and old customers!

Promotion time: three days before and after the store anniversary time

Promotional forms: 1. For winter commodities, formulate activities according to the suggested retail price:

1, the winter commodity one-time consumption of 200 yuan to reduce 30 yuan, over 400 yuan to reduce 60 yuan, and so on!

2, winter goods can be purchased at one time for two or more items, and enjoy a 5% discount. You can enjoy a discount of 9.5 percent on VIP cards.

2. For winter commodities, formulate activity plans according to the original price of the proposed brand:

The original price of the brand is 2-4 or 3-5 fold, which is based on the consumption level around the store.

Third, the lottery can be set up, the rules are as follows:

Anyone who enters the store can participate in the lucky draw:

1, first prize, cash shopping coupon 50 yuan

2, second prize, fashion hand warmers

3, third prize, fashion scarf or gloves

4, the special prize, a stylish VIP card

Customers can purchase gifts according to the actual demand of the store. The number of awards can also be determined according to the actual situation of the store.


Part 3: Anniversary Promotion Plan

I. Introduction:

Since the grand opening on June 2, XX, under the wise leadership of the company's board of directors and the General Manager's Office, through the joint efforts of all colleagues in the company, we have achieved remarkable results in the past year, from sales performance to corporate image. Recognition by consumers and peers.

On the occasion of the first anniversary of the opening of the business, we held a grand anniversary celebration with an excited attitude and confidence. We expanded our infinite business market and created a gratifying sales performance through the business opportunities brought about by the anniversary.

Second, the purpose of the event:

The anniversary is a major event for the company and an excellent opportunity to showcase the charm of the company. Taking this week's celebration as an opportunity, with special products and anger building as the main line of appeal, combined with a series of targeted promotional activities, let consumers rely more on products and brands to create a distinctive corporate image and enhance consumers. Brand loyalty, so that products and brands can obtain benign and sustainable competitiveness, further expand market share and improve overall sales performance!

Third, the anniversary event planning

1. Anniversary celebration

Activity time: June 2, 20XX

Activity process:

2, top ten member selection

Reward method:

1. Certificate + 1 anniversary souvenir;

2, award cash shopping vouchers or cash 300 yuan / person;

Selection criteria: from the total points of members, frequency of purchase, average unit price, etc.

Selection method: nominated by the computer department and customer service department, approved by the general management office, final approval by the board of directors

3, top ten employees

Selection criteria: assessments in terms of attendance, discipline, work enthusiasm, peer relationships, work efficiency, etc.

Selection method: nominated by the store manager with a brief description of personal deeds, reported to the personnel administration department for selection, approved by the office, and finally approved by the board of directors

Reward method:

1, certificate

2, cash or shopping voucher reward 300 yuan / person

3, published in "Charm Brand", permanently in the history of brand development!

4, anniversary thank you cocktail party

Attendance: Top Ten Members, Top Ten Employees, Guests at the Celebration Ceremony, Representatives of Government Functions, All Management Staff, Venue: The Personnel Administration Department is in charge

5, "Brand Charm Wonderful Anniversary" Entertainment Show

Performance time: To be determined, Note: Invite professional performance teams to help celebrate the anniversary and increase the festive atmosphere

Fourth, activity initiatives

1, buy one get one more affordable

Activity time: May 31st - June 15th, 20XX "Across the Dragon Boat Festival, Father's Day"

Activity Details: During the 1st anniversary, the special joint supplier launched a series of buy one get one free goods, mainly for people's livelihood essentials, and the specific product details were determined by the purchasing department. The main channel or the cash register buffer is used for volume display. Special requirements: the quantity of the average price is at least 4-5 piles.

2, the charm brand is very 6+1

Activity time: June 2nd - 4th, 20XX

Activity Details: During the event, all the one-time shopping in the supermarket area on the second floor of the mall will be over 36 yuan, plus 1 yuan to redeem 1 share; one-time shopping over 56 yuan, plus 1 yuan can be exchanged for 1 share. Small tickets cannot be accumulated, and a single ticket can be exchanged for up to one copy per person.

working arrangement:

1. The Purchasing Department is responsible for determining the details and quantity of the repurchased items;

2. The Planning Department is responsible for the promotion of the event and the layout of the atmosphere;

3. The customer service department is responsible for the allocation of goods, redemption, and record, the number of stocks after the end of the daily activities; after the end of the activity, report to the Finance Department for reversal;

4. In order to reduce the intermediate links, all the repurchased goods are directly transferred from the operation department by the customer service department. After the activity is over, the finance department will uniformly make the purchase bills;

3, brilliant 1st anniversary birthday sharing

Activity time: June 2, 20XX morning

Event Details: On the day of the celebration, after the anniversary ceremony, a birthday cake sharing event will be held at the entrance of the mall. Production length: 2.4 meters * width 1.2 meters * height 0.1 meters giant birthday cake, all customers who come to the mall for shopping that day, regardless of the amount of shopping, can enjoy the birthday cake for free with the computer ticket of the day. One serving per person is limited, while stocks last.

working arrangement:

1. The birthday cake is produced by the Fresh Department in contact with the bread counter. It is required to have the words “XXX1 Anniversary” and “Glorious Grand Gratefulness”, and the disposable paper plates and forks should be prepared adequately;

2, the fresh department arranges personnel to be responsible for the distribution of the cake to the customer: pay attention to the recycling of computer tickets when distributing to customers;

3. The personnel of the loss prevention department are responsible for the maintenance of the order;

4, happy 1st anniversary member double ceremony

Activity time: May 31st - June 15th, 20XX

Activity Details:

1. During the event, members can enjoy double points when shopping in this mall;

2. For members who have a birthday in June, they will receive one anniversary anniversary souvenir with their ID card and their membership card;

working arrangement:

1. The computer department is responsible for resetting the member points rules;

2. When members receive souvenirs, they should carefully check whether the archived information of the member computer matches the identity card of the member.

5, Thanksgiving 1st Anniversary Happy Winning Award

Activity time: June 2nd - June 15th, 20XX

Activity Details: During the event, all members of the customer will have a one-time purchase of 26 yuan in the supermarket area on the second floor of the mall, and non-member customers will receive a "annual lottery ticket" for one-time purchase of 46 yuan in the supermarket area on the second floor of the mall. Customers only need to leave their name and contact information on the back of the lottery ticket and put it into the lucky draw box. At the end of the event we will draw:

1st prize, 1 prize, 1 brand electric ice cooler

2nd prize, 2 prizes, 1 brand-name color TV

3rd prize, 3 prizes, famous brand electric fan

4th prize, 4th prize, 1 Olympic Fuwa

Commemorative Award 500 Awards Anniversary Memorial Cup 1

Cost estimate: 5800 yuan for prizes

working arrangement:

1. The Planning Department is responsible for publicity and gift tracking;

2. The customer service department is responsible for collecting the lottery tickets and guiding the customers to fill in the lottery tickets.

6, surprise 1 week, save money, no discount

Activity time: June 2nd - 4th, 20XX

Activity Details: During the event, you can enjoy a 5% discount on the shopping area on the second floor of the mall. Buy more, save a lot!

working arrangement:

1. The Planning Department is responsible for the promotion of the event;

2. The computer department is responsible for technical support for system discounts;

7, love the environment, work together to create a carbon-free life

Activity time: May 31st - June 15th, 20XX

Activity Details: During the event, all the one-time shopping in the supermarket area of ​​this mall is over 68 yuan, and you can get one "XXX Shopping Mall Green Shopping Bag" on the same day. Customers can enjoy a 9 percent discount on shopping in the supermarket area with green shopping bags.

8, the third floor clothing city "buy 100 yuan minus 20 yuan in cash"

Activity time: June 2nd - June 15th, 20XX

Activity Details: During the event, all the one-time shopping in the third floor of the mall will be over 100 yuan, and 20 yuan will be deducted at checkout. The one-time purchase will be over 200 yuan, and 40 yuan will be deducted at checkout. By analogy, buy more and reduce less, the small ticket can not be accumulated, and the small ticket can be reduced by up to 100 yuan per person.

9, "Blessing Beijing to support the Olympics, love China, the Olympic flame will never die" million people signed large-scale public welfare activities

Activity time: June 2, 20XX

Organizer: Shopping Plaza

Co-organizers: Junan Women's Federation, Youth League Committee, Cultural Station, Junan Middle School, etc.

Purpose of the event: In line with the current domestic form, pay attention to social hotspots, and advocate the signature of thousands of people to support the Beijing Olympics and safeguard sovereignty.

Use this celebration, carry out public welfare activities, stimulate the patriotic enthusiasm of the whole people, create social news hotspots, expand the popularity and reputation of the shopping malls, thus establishing a good brand image of the company in the hearts of consumers and improving customer loyalty!

Operating details:

1. A launching ceremony is held at the anniversary celebration;

2. The Ministry of Personnel Administration invites relevant government agencies to attend the event;

3. The Planning Department is responsible for contacting the TV station for on-site reporting;

4. The General Manager’s Office determines the gifts for the guests present at the ceremony;

5. The Planning Department is responsible for the design and production of the signature banner and the site layout;

10, "I grow with the brand" awards essay contest

Activity purpose: to cultivate team cohesion, team spirit,

Activity rules: All employees within the brand can vote, the length of the article, the genre is not limited, and the article center is required to be positive.

Interception date: June 15, 20XX

Delivery method: You can directly submit your manuscript to the Planning Department.

Award setting:

First class will be 1 prize cash 500 yuan + certificate of honor

2nd prize, 2 prizes, 300 yuan in cash + certificate of honor

3rd prize, 3 prizes, cash 100 yuan + honor certificate

Note: All winning articles will be published in the second issue of "Charming Brand", permanently in the history of brand development.

11, "Golden Ideas" collection contest

Activity purpose: to cultivate the sense of ownership of employees and increase team cohesion

Activity Rules: All employees within the brand can participate, you can put forward your views on the daily management, operation process, store layout, merchandise display, store atmosphere, promotion methods and other daily work and life. At the same time, explain the imperfections and propose improvements. The company will select according to your opinions and improvement methods:

Best Idea Award 1 Prize Cash 500 Yuan + Certificate of Honor

Best Executive Award 1 Prize Cash 500 Yuan + Certificate of Honor

Best Creative Award 1 Prize Cash 500 Yuan + Certificate of Honor

Fifth, propaganda and advancement:

1. News bulletin

Launch time: May 31, 20XX - May 30, 20XX

The theme of the launch: Play every night after the end of the news, the time is less than 10 seconds, this as a long-term publicity, improve the visibility of the mall. In the early stage, I made a publicity campaign. Note: TV commercials are the most intuitive and effective mainstream media for disseminating information in all promotional media, but at a high cost. The shopping mall is in the market of the city, and the publicity is very important. It is necessary to rely on all-round publicity to achieve a household name in the period. Therefore, the investment in TV advertising media is worthwhile.

2, DM publicity

Operational Rules: A soft propaganda on the 0808 DM newsletter, telling the public that the mall is about to hold an anniversary celebration, warming up the market

Sixth, DM planning:

1,16 open 24P 15000 parts

2, photo time: May 22, 20XX

3. The DM product is determined to be completed by May 21 at the latest.

4. The sales promotion of each counter and peripheral merchants on the first floor will be completed by May 21 at the latest.


Chapter 4: Anniversary Promotion Plan

I. Theme of the event: Warmly celebrate the 7th anniversary of the establishment of the supermarket

Second, the event time: March 5, 20XX, April 1, XXXX

Third, the purpose of the event:

1. Taking the 7th anniversary of the company as an opportunity to further promote the overall image of the company and the reputation and reputation of the company among customers and suppliers through planning a series of activities;

2. Taking the opportunity of Women's Day, 3.15 Consumer Rights Day and the company's 7th Anniversary to stimulate consumer groups, attract target consumers and potential consumers, and maximize sales;

3. Through the planning of a series of activities, deepen mutual understanding and emotional communication between xx Super Plaza and consumers;

4. Expand the visibility of the company and further establish the social image of “Caring for the community to build a warm home”.

Fourth, the target audience: customers, employees and suppliers

5. Activity slogan:

a, targeted slogan:

1. Warmly celebrate the 7th anniversary of the establishment of Shenzhen ** company!

2. Warmly celebrate the 7th anniversary of the establishment of the supermarket!

3, ** Secretary Qingle in the "seven"

4, sincerely accompanied by seven years, the true feelings of service will always be!

5, service ** we will work harder!

6, celebrate the 7th anniversary of the true gift

7, hand in hand with the seventh anniversary of the gift to you

8, ** supermarket wish all female friends a happy holiday!

9, the national action caring for women

10, every day xx days "3.15"

b. Commonly used image slogan of the company:

1. Love is a sincere family and even a relative

2, quality, service, value for money!

3, Guan Ai community residents to build a warm home 4, XX years xx quality service engineering year

Sixth, activities:

1. Store layout:

a, off-site layout:

1) Large-scale giants: Each branch is contacted according to the actual size of the property, and the content is the information of the various theme promotion activities;

2) Small banners: The content is a congratulatory message from well-known companies; for example: PepsiCo wishes the company to celebrate its seventh anniversary.

3) Inkjet: It mainly publishes all the contents of the various theme promotion activities, conveys the event information and attracts customers;

4) Window glass: rationalize the window glass to increase the company's seventh anniversary.

b. On-site layout:

1) Hanging flag paper: design and manufacture a hanging flag paper with the theme of the company's 7th anniversary, which will highlight the atmosphere of the store and beautify the shopping environment;

2) Celebration banner: hang the banner of “warm celebration ** company's 7th anniversary” in the middle of the gate;

3) Cashier and entrance: Produce corresponding corporate image slogans and various theme activities;

4) Manual hanging flag paper: In the conspicuous area of ​​the store, hand-made hanging flag paper for various theme promotion contents;

5) Lantern: setting off the atmosphere;

6) According to the actual situation of the store, appropriately design and produce a series of advertising billboards, beautify the store and convey information.

2. Media promotion:

1) Poster 3:

The first issue: "March 8" Women's Day Hand: 2p;

The second period: the company's seventh anniversary of the trick: 8p90 single items

The third period: the company's seventh anniversary of the trick: 8p90 single items

Mainly in the form of ex-gratia packaging and gift-giving;

2) On-site broadcasting: Rolling and promoting corporate culture, introducing commodity special information and promotion activities, stimulating customer attention and participation enthusiasm on the spot, affecting customer purchasing behavior and increasing sales;

3) Personnel advertisement: All personnel must fully understand the promotion activities carried out this time and do a good job in explaining the activities of each customer;

4) TV and newspaper advertisements:

3. Promotional activities:

Whenever the spring blossoms, we will usher in the company's anniversary, “talking and talking”, the company has already passed the seventh anniversary in the big waves. Looking back, we always take “quality, service, value for money” as The business philosophy is satisfied with every customer, and at the same time, it has been unanimously recognized by all customers. Looking forward to the future, we always believe that we will think more and do better for you, thank you for your ** supermarket

Straight support and love, on the occasion of the seventh anniversary of the celebration, my mall will hold a variety of special promotions for you, to ensure that you are always pleasantly surprised, happy in the "seven", happy and satisfied!

1) xx true feelings return "half the sky"

Activity time: March 8, XX

Activities: On the occasion of the “March 8 Women's Day”, the ** people sincerely wish to celebrate the holiday with the women friends who celebrate the festival! Good luck in the Year of the Monkey! To thank the female friends for their support and love for the family, career, and ** Female customers who shop during the holiday season receive a beautiful gift with a small computer ticket. How can you miss your own holiday?

2) Every day xx days "3, 15"

Activity time: March 15, 20XX

Activities:

a. To celebrate the arrival of the “3.15” Consumer Rights Day, each store will contact the Consumer Association and other relevant departments to meet face-to-face with the consumers to answer various questions.

b. “Quality, service, value for money” is our consistent commitment. On the day of Consumer Rights Day, the store manager will communicate with you at the service desk and accept various complaints about your purchase in xx. Your suggestions, we will work hard to improve.

3) "xx Siqing Seven Stars Heshou" - Reward "7"