Brand promotion plan

Part 1: "Seven wolves" brand promotion plan

First, the event background

Since the 7 wolves were listed, they have been loved by Suqian cigarette consumers. In order to further strengthen the synergy between industry and commerce, promote the comprehensive sales of 7 wolves products, and achieve effective down cabinets. After consultation with Fujian Zhongyan, it was decided to carry out promotion activities within the city.

Second, the purpose of the event

It aims to promote the sales of customers and to mobilize the enthusiasm of customers to actively promote retail recommendations, thereby increasing the opportunities for consumers to purchase. This promotion mainly considers three factors: one is to expand word-of-mouth communication, the other is to trigger group effect, and the third is to guide opinion leaders, thus fully promoting regional overall sales promotion; the main purpose is: first, to promote customers to actively recommend products, It is to stimulate the group purchase customers to drive the expansion of the gift market, and the third is to enhance the brand awareness and experience of opinion leaders.

Third, the way of activity

Scope of activities: For customers in the city, redeem the box to redeem gifts, promote the sale of the strip, and increase the recommendation of active retail.

Activity theme: There are good gifts in the department, wonderful 1+1.

Activity mode:

1. During the event, the customer only needs to use the “Tongtai” empty box to realize a “Tongtai” empty box to be exchanged for “Tongyun” ten packs of sample cigarettes.

2. The account manager is responsible for redeeming the customer.

3, in order to facilitate recycling, you only need to cut the side of the box, but you must ensure that the barcode area of ​​the box is intact.

4. Redemption process: Each branch will receive the redemption items from the collection department of the 7-wolf empty box, and fill out the “empty box daily exchange record form” and “16 pack sample smoke”. Redeem the registration form." Each branch company will distribute the prizes to the customer by the account manager, and fill out the “Retail Customer Empty Box Reward Registration Form”. At the same time, the customer manager prizes will be issued and the “Retail Customer Empty Box Reward Registration Form” will be filled out.

Activity time: April 10th to May 31st, 20XX, no redemption will be given after the deadline.

Activity object: Citywide customers. This event is not directly directed to consumers. If consumers are aware of this activity, they need to make a redemption through the customer. In order to improve the enthusiasm of the account manager, a pack of 16 packs of transport wolves is presented to the account manager for each of the ten 7 wolf empty boxes.

Fourth, work requirements

Do a good job in employee learning. Organize employees, especially market managers and account managers, learn and train the contents of the 7 wolf promotion activities, and fully grasp the details of the promotion activities to ensure the smooth development of this promotion.

Do a good job of telling customers about work. Use one cycle time to inform each customer in the jurisdiction of this promotion, mobilize the enthusiasm of the customer to participate, and improve the effectiveness of the event.

Grasp the record of redemption marks. In strict accordance with the requirements of the program, make traces of the distribution of prizes, ensure that the prizes are issued in place, and the activities are effective. The relevant trace records should be properly preserved as an important basis for the inspection of the company's brand cultivation work in the future.

Do a good job in the activity check. Intensify inspections, and it is strictly forbidden to falsify. At the same time, the city company will set up a special inspection team to conduct inspections in various county and district markets.


Chapter 2: Brand Promotion Plan

Promotion meaning

At present, autumn and winter are the peak season for dry cleaning of clothes. Customers who take clothes to dry cleaners for dry cleaning are potential target customers of our brand. Using the dry cleaners to do brand promotion work, customers are more impressed, so that customers have When buying clothes, I think of Stephan. Thereby improving the store rate; thereby increasing the purchase rate.

Specific operation

The object of negotiation - large and medium-sized business with good scale, directly the dry cleaners operated by the boss

Negotiation content - talk to the dry cleaner owner: "We are doing a dry cleaner promotion---"Your customer laundry, stepping to pay the bill", specifically - all customers who come to wash clothes can After shopping at the Busen store, you can reimburse the dry cleaning ticket up to 20 yuan/time for the dry cleaning fee. At the same time, the store will return 5 yuan to the dry cleaners every ticket. This way, the customer does not need any laundry, and the dry cleaner has an extra introduction. Fee. When you invoice, please indicate the address of our store on the open ticket, call, convenient for the customer to find and report it; or give us a few tickets, we will not have to worry about writing the step of the store. We will post a 40cm*60cm sign in your store for your convenience."

Late pre-judgment - this program has to contact a number of dry cleaners in general, each point is conservatively expected to contribute 1 customer per month, and January is also helpful for performance. Even if a customer does not, it is harmless to promote the brand.

If the shopper who has entered the store sees the promotion in which dry cleaner, he can also reimburse him for the dry cleaning fee, not only for customers who are reimbursed by ticket. Record which dry cleaners come from, return the introduction fee to him at the end of the month, and be honest, but the dry cleaner will help us more seriously.

Late dry cleaner maintenance - because all the feedback from the dry cleaners will be concentrated in Busen, but the return fee for returning to each dry cleaner is usually very small or not, you need to visit the dry cleaners from time to time to see the steps Whether the Mori sign is lost or not, the store is doing oral promotion. At the same time, for dry cleaners with large passenger flow and great publicity, if the store raises an objection, it can give a certain publicity fee and maintain the outlet.

At present, this publicity program has been implemented in Fushun and Yuzhong. When we introduced the dry cleaners, we did not encounter any resistance. We did not let us pay the publicity fee first, and there are also dry cleaners who let us dry cleaning tickets. Bring back the Gai Bu Sen store chapter to help us publicize. For example, Fushun's Saiwei dry cleaners.

Fushun shop spent 15 minutes in the morning to make a sign at the inkjet shop, and went out to contact 25 dry cleaners in the morning and afternoon. The next morning, I went to the advertising department to take the signboard, and all the arrangements were made in the afternoon and afternoon. It took a total of 2 days to complete the distribution work.

The cost of the initial and late investment of this program is very low, and the impact is indeed invisible and huge.

Specialized stores opened in recent years ---- Yibin Baixi, Weiyuan, Leshan, Huayang, Anyue, Yi, Mianyang Tanggu, Nanjiang, Bazhong, Santai, please implement as soon as possible. Other old stores can also be implemented according to actual conditions.

There is no such method that will have an immediate effect on performance improvement. Only the direction is determined, and the persistence is done, emphasizing the uncompromising execution. Need to get rid of the impetuous mentality, hone the mind.


Chapter 3: Brand Promotion Plan

First, planning the core

We will work hard to build a high-quality and high-end business restaurant around Chuxiang Building, and make it a famous humanistic business restaurant in Shaoyang, planning a series of related focus events and carrying out all layers of promotion. Directional news coverage, promotions and advertising.

Second, planning goals

Recently: Through a series of powerful publicity and promotion activities, the popularity of Chuxiang Building was quickly improved, and the impression of Chuxianglou's cultural taste and service level was initially established among Shaoyang citizens, which led to the sales of restaurants and strived to be promoted after the promotion. The expected goal is achieved within three months.

Long-term: Make Chuxianglou truly become a humanistic landscape and business culture base with strong artistic atmosphere, and firmly establish that Chuxianglou is the first brand of “Spiritual Business Restaurant” of Shaoyang high-end restaurant, forming a “common among the general public”. The concept of a higher level, the Shangchu Chuxiang Building, and the value of the restaurant will be greatly enhanced due to its value, so that it can obtain better economic benefits. Moreover, as a famous restaurant brand, Chuxiang Building can carry out brand output with extremely high economic returns, and at the same time, it can bring and carry out other related projects of Chuxiang Building.

Third, advantages and disadvantages

1. Advantages:

With the liberalization of the national giant policy and the prosperity of the Shaoyang catering industry, the threshold for entry into this project is getting higher and higher. Therefore, it is difficult for competitors to appear in the short term after the transition.

The starting point of planning is high. Since Chu Xianglou started to catch up and build the most successful example of Shaoyang's catering industry, the starting point is much higher than other restaurants, which is to make Chuxiang Building a well-known one. The human landscape business restaurant has laid a good foundation.

The internal management is in place. Since the Chuxiang Building is directly invested and managed by the Great Wall Hotel, the management and service level are much more mature than other restaurants in the same industry in Shaoyang, leaving a good place among the vast majority of existing customers. Image and word of mouth.

2. Disadvantages:

The original hotel on the original site of Chuxiang Building changed hands several times, has been poorly managed, the service quality is low, the management is not in place, etc., which left a very bad impression in the minds of the public, and more because the old-age red envelopes of the past few years were operated here. The image in the public is getting worse.

Countermeasures: Only by strengthening the brand image propaganda and clearly informing consumers of the existing image of Chuxiang Building, can we eliminate the misunderstanding and misunderstanding of Chuxiang Building.

The geographical location does not have a competitive advantage. The majority of Shaoyang's other restaurants are located next to the main traffic lanes. The popularity is strong, and the Chuxiang Building is located at Shaoshui West Road. The transportation is convenient but underdeveloped, which is not conducive to the spread of brand image. The Xiangzhong people, the Xiangli people, and the kitchen star are also close at hand, attracting the attention of the citizens.

Countermeasures: Only by achieving the planning goals, greatly increasing the added value of the cultural brand features attached to the Chuxiang Building, upgrading the grades, and carrying out differentiated marketing, from the transformation of mass catering to the high-end humanities business restaurants can establish their own advantages.

Fourth, market analysis

The catering industry is a very competitive industry. The industry is booming and the wind is stirring. The threshold for entry is getting higher and higher, and the market is becoming more and more difficult to develop. Therefore, how do the newcomers in the industry break through and make a difference? It has become the most difficult problem that plagues the catering industry executives.

In recent years, Shaoyang's catering industry has developed rapidly. Old brands such as Guidu and Zhaoyang City are sitting on the market. The emerging forces such as Xiangli people, kitchen stars, and Xiangzhong people are also very popular.

If the market is subdivided, it is not difficult to find that Guidu, Xiangli people, kitchen stars, and Xiangzhong people are all in a civilian and popular way. Under this circumstance, Shaoyang’s mass catering has reached In the state of saturation, Zhaoyang City and so on is a professional and joyful path. Obviously, this road is also unworkable. However, looking at Shaoyang's catering industry, there are only a few high-end commercial restaurants, and its market is also promising.

In fact, from the service, management, characteristics, design and other internal training of Chuxiang House Food, it has already had the necessary conditions for transformation into a high-end business restaurant. Therefore, as long as the Chuxiang Building is doing a good job in the basic construction and internal cultivation of the restaurant, it can effectively carry out propaganda and marketing, and can overcome its own shortcomings and achieve the expected goals in three months.

Fifth, marketing objectives

Sales in March increased by a quarter.

Sales in April increased by one-fifth.

May sales increased steadily by more than 50%.

Six, propaganda mode

A publicity plan with long-term goals and good results is not enough news. It is not enough to rely solely on advertising or just a few promotion activities. What is needed is an effective combination of news, advertising and activities. Only three of them are ingeniously integrated. When you are together, you can generate strong propaganda to achieve the ideal goal of “minimum investment and best publicity”. Therefore, it is recommended that: news report ten activities ten advertising mode

Basic mode: news report ten activities ten ads

1. News reports: Mainly refers to news that can effectively improve the popularity of Chuxiang Building, including in-depth analysis, reporting, series tracking reports, focus news, small messages, news topics, topic discussions, feature close-ups, etc., published in the daily newspaper evening newspaper.

2, activities: such as the collection of Chu Xiang Lou image spokesperson, teamed up with Shaoyang jewelry to promote, for the calligraphy masters in the Chuxiang Building to provide book fairs, set up gifts, where the Chuxiang floor consumption of each table to send a teapot, etc., but never discount , price cuts.

3. Advertising: Starting from six aspects of brand, image, characteristics, service, function and concept, we launched six series of soft texts and screen advertisements, clearly telling consumers the high-quality image of Chuxiang Building today. The general topic is as follows: "Chu Xianglou "The scenery is good here", "Chu Xianglou after the 14th boss", "Chuxianglou, the choice of successful people", "Building an atmosphere, doing enough taste, Chuxiang Building to create a commercial restaurant aircraft carrier", Every customer has become a repeat customer of Chuxiang Building, "One time, one choice, only because Chuxiang Building is good."

Printed a beautiful DM brochure, which was placed in various stores and made known to most businessmen.

Publish the car roof or body advertisement, print the Chuxiang Building type seat cover and send it to the taxi driver to make the advertisement into the car.

Hanging institutional community, commercial community banners.