Advertising plan
Part 1: Advertising planning plan
Everyone in their daily lives intentionally and unintentionally accepts the baptism of advertising, and then intentionally or unintentionally purchases and uses the products and services in the advertisement. This is what every manufacturer wants, and it is also the original intention of their advertising.
The advertising media in today's society are roughly divided into: TV media, radio media, newspapers and periodicals media, website media, outdoor advertising media, and the latest Internet cafe desktop media.
So, in the end, which media's publicity effect is the most cost-effective, let's do an analysis;
First of all, we will probably understand the promotion methods of various media:
TV Media:
Advantages: Inserting advertisements directly into the TV series is forced to accept the customer group. In order to fully watch the programs they like, they have to browse the advertisements inserted in them. Second, because the children are in a period of ignorant growth. It is easy to accept beautiful colors, change the fast-paced things, TV ads are more easily accepted by children, this is the sagacity of TV commercials, but also the main reason for its customers and profits.
Disadvantages: With the development of the Internet and the changes in the lifestyle of young people, the advantages of TV advertising are decreasing. The more young people in the world are beginning to accept the fast food culture, the length of the long-running TV series is gradually declining. Due to the fast thinking of young people, they gradually master the broadcast time of TV commercials, often at the time of advertising. Switch channels to avoid the impact of advertising.
Radio media and outdoor advertising don't require much analysis. Think about how you remembered a few radio ads, and remembered a few roadside ads.
For advertisements in newspapers and periodicals, I believe that only those who are idle or looking for a job will deliberately browse advertisements. The publicity effect can be imagined.
As for the advertisement of the website, I believe that many people will set the software on the computer to directly ban it. Too many advertisements on the website will directly affect the psychology of the customer base, thereby reducing the competitiveness of their websites.
Secondly, we rank the rankings of the above media advertising fees from high to low:
TV media - outdoor advertising - website media - newspapers and periodicals media - radio media
Finally, let's take a look at the latest Internet cafe desktop media.
The advantages of desktop advertising
1. The target audience group is highly targeted
The customer base of Internet cafe media is mainly the younger generation. Most of the information received by the students is the students in the school and the white-collar workers with certain economic income. The main feature is that the consumption concept and values tend to be unified, the pursuit of fashion, the consumption ability is concentrated, and A strong desire for consumption is defined in perceptual consumption rather than in the category of rational consumer groups. Choosing an internet cafe ad can help you hit the most likely potential user directly.
2, 100% effective delivery rate of advertising
The advertising screen of the Internet cafe computer display is set based on the full investigation of the Internet environment of Internet cafes and the Internet habits of Internet users. The computer display advertising interface is the netizen boarding
By default, the current interface, any netizen, whether it is chatting or playing games, can see 100% of the customer advertisements on the computer display.
3, the number of customers is even larger
The target group is large. Through the sample survey of Internet cafes in large and medium-sized cities across the country, according to statistics, the number of people using each Internet cafe computer is 4-6 per day, and there is still about 30% growth on holidays and weekends. Ten thousand Internet cafe computers, the number of users per day is 40,000-60,000, and the cumulative number of users in a month is 1.2 million to 1.8 million. That is to say, the number of users of Internet cafe advertisements is 1.2 million to 1.8 million. / Wantai / month, this scale is currently unmatched by any professional media.
4. Mandatory, repetitive and anti-interference of more effective advertising memories
When we create the advertising screen, we require that at least one or four different brands of advertising can be published on the desktop at the same time, so that the interference between the brands is low, which is more conducive to the spread of advertising information; After logging in to the Internet, it must be displayed on the desktop and browser. It forces the Internet to accept advertising information. Through the combination of the above two factors, the target customer group will eventually generate effective advertising memory.
5, all-weather promotional media
At present, the Internet cafes are open from 8 am to 12 pm. In fact, most Internet cafes are open 24 hours a day, and Internet cafe media has become a veritable all-weather media.
6, the advertising method is more flexible
Customers can arrange the scope and area according to the specific situation and needs, to ensure the flexibility of delivery, advertising can use all forms of online advertising; and ensure that the advertisements are published shortly after the contract is signed and according to customer requirements. Update your ads to ensure the timeliness and effectiveness of your ads.
7, the evaluation of the delivery effect is more realistic
We will provide detailed Internet cafe data for each customer's Internet cafe. Customers have very real and precise control over the scope of their advertising and the number of people covered. The setting method of the display advertising space makes the advertisement release more intuitive and effective, and combines the network technology means to timely and effectively analyze and evaluate the advertising effect.
8, visual impact is super strong
Beautiful and wide-format advertising screens and detailed text descriptions, with a visual distance of approximately zero distance from the target group, have a strong impact, can fully display the brand image and product characteristics, leaving a deep impression on the customer group. In addition, you can make full use of multimedia and hypertext format files, and set up various forms to let customers know more detailed information about the products they are interested in, so that consumers can experience products, services and brands. This kind of information conveys multi-sensory information in the form of pictures, texts, sounds and images, so that consumers can feel the goods or services as if they are immersive, and can book, trade and settle online, and will strengthen the network. The effectiveness of road advertising.
9. The advertising cost of ultra-low cost for thousands of people
Internet cafe computer desktop standard offer 18 yuan / Taiwan / month, assuming a computer average
It is used by 5 people every day. In the course of use, there are 4 times for each person to return to the desktop. The average daily cost per person per person is 1800 yuan/set/month ÷30 days ÷5 people ÷4 times=0.03 yuan. According to the advertisement quotations of other media outlets at this stage, we can calculate the customer's 30-second advertisement for the Beijing TV station's economic channel, and can advertise the Internet cafe computer desktop advertisement on XX computers for one month in a row; Evening newspaper advertisements can be used to place Internet cafe computer desktop advertisements on 25,000 computers for one month in a row; customers can post Internet cafe advertisements on XX0 computers for one month in a row for one month; customer delivery 1 One large outdoor advertisement for a month, it is possible to place Internet cafe computer desktop advertisements on 19,000 computers in the same period.
10, the number of customer groups can be measured
An advertisement, how much of its actual arrival rate, this is probably the most concerned by advertisers, but also the proof of whether the advertisements are effective. However, traditional outdoor advertisements, as well as television, newspapers and other media, are faced with a large group of people who are unable to accurately count the number of customers. The Internet cafe advertising platform has a complete and scientific monitoring system, which can accurately measure the arrival rate of advertisements, which is unmatched by other traditional advertising media.
11, direct sales of products
Internet cafe desktop advertising itself is a propaganda carrier and platform for advertising, and it is also a product carrying counter. Here, when the company promotes, it can make full use of the space of the Internet cafe, engage in three-dimensional publicity and product display, and the target group can see both the advertisement and the product, which is impossible for all traditional media. It can be said that a web cafe is a Specialty store. While promoting products, they can also sell products. It can be described as "two-pronged", and the advertising effect is naturally higher than that of traditional media.
Chapter 2: Advertising Promotion Plan
Activity background
The situation is full of free and easy. 0 O
1. The national income has improved and the quality of life of residents has improved significantly.
2, most families are not a problem, and enjoy life on the agenda.
3, the work pressure is huge, the space that needs to be released urgently, vacation and tourism become the first choice.
4. Policy support, holidays are the prime time for tourism.
The resort is so charming. 0 O
1. There are many tourist attractions and the scenery has its own characteristics.
2. The purpose of tourism varies, and there are places for people to travel.
3. The tourism destinations can be combined with each other to complement each other; but at the same time, they will compete with each other and the battle will be fierce.
4. Personalization and characteristics are the key points, and it is difficult to survive without features.
Experience, Longquan Lake. 0 O
1. Longquan Lake has a pleasant scenery, unique scenery and strong humanistic spirit.
2. What is the biggest feature of Longquan Lake? What are some places that are not available in other scenic areas? Do tourists know?
3. How to use the reputation of Longquan Lake to spread the information of this region?
4. What can attract most tourists? What can keep the most valuable 20% of visitors? How to transfer another 80% of visitors to the 20% value system?
5. Visitors should choose a tourist destination, how to choose? How is the process? What is the dominant force that affects them?
6, long-term, is the best! The scenery is beautiful and the human spirit is good. It will attract tourists once and twice at most. How to make Longquan Lake focus every year and attract tourists to visit again and again?
Activity value
Named value:
The naming of the 20XX Longquan Lake Aquatic Culture Festival first highlights the characteristics of regional tourism and gives Longquan Lake an overall positioning, indicating that Longquan Lake is not only a lake, but also a combination of waterscape and cultural traits. Secondly, the name has Expandable, can be extended to the 20XX Longquan Lake Water Culture Festival, so that the event can be held every year, let Longquan Lake become the focus of the public every year, and also make the region become the regional focus every year because of the Longquan Lake Water Culture Festival.
Value for visitors:
The annual Water Culture Festival can gather visitors from all directions to let visitors experience the scenery of Longquan Lake in all aspects, experience the infinite scenery of Longquan Lake, and feel the unique charm of the humanistic spirit, folk customs and artistic activities of the region, so that visitors can fully enjoy the culture. Shopping fun brought by various business activities.
Value for the travel company:
1. Enhance the visibility and influence of Longquan Lake and its related areas;
2. Enhance the comprehensive strength of the tourism company through the rational arrangement of various scenic spots, fees and various business activities;
3. Drive the development of the surrounding economy, benefit the country and the people;
Value for regional businesses:
1. The cultural festival attracts tourists and businesses, creating a broader trading platform for the development of enterprises in the region;
2. The Cultural Festival can quickly enhance the influence of enterprises in the region, especially those that are sponsored by the Cultural Festival.
3, business activities and exhibitions, exhibition activities, can quickly increase sales, and can get a large number of orders;
4. Enterprises can organize their own activities through the influence of cultural festivals, so as to comprehensively enhance their competitiveness.
Value to the government:
1. Promote the development of tourism in the region;
2. Expanding the influence of the region in the province and the country;
3. Effectively improve the economic efficiency and comprehensive competitiveness of local enterprises;
4. The development of economy and tourism can effectively increase the employment rate;
5. Under the influence of the cultural festival with great influence, the negotiation of other government projects is more conducive to the economic development of the region, and can attract more investment;
6. Rich cultural and recreational life of the people, spreading the unique culture of the region;
7, can effectively improve the government's political achievements.
Value for the people of the region:
1. Enrich the cultural life of the people;
2. It can increase the employment rate and reduce employment pressure;
3. The development of tourism and economy can increase the income of residents and improve their living standards;
4, can promote the culture of the region.
Chapter 3: Advertising Promotion Plan
1. Customer Name: XX Group Co., Ltd.
Second, planning and hosting: × × Advertising Department
×× Advertising Co., Ltd.
Third, time:
Fourth, the location:
V. Activity objectives
×× Group Co., Ltd. is the largest carbonated beverage production base in the country. During the National Sugar and Liquor Trade Fair, large-scale advertising spots will be set up in Tianfu Square in the city center, and the “××” 15th Anniversary Grand Prize will be held. Promotions such as “Everyone has a prize” and “×× and Happy Family Photo Contest” are aimed at allowing consumers and participating dealers to further understand “××”, showing the strength of the company and embodying “××” thanks to the majority. Consumer care, guide public recognition, and enhance dealers' confidence and interest in “××”.
Sixth, the target public
l Chengdu citizens;
2×× dealers;
Seven, positioning
1 In the situation of oversupply of beverages and strong hands, the first thing to be unique in advertising campaigns is to make a new look and refreshing, thus demonstrating the strength of “××”, establishing a corporate image, and letting the public participate in various activities. Create a warm and warm atmosphere and directly advertise the consumer to face-to-face.
2 Face the national participation representatives and dealers around the country. Through the unique public relations promotion activities and strong advertising campaign, they are encouraged to further rely on XX Group, select “××” in the distribution brand and establish sales outlets, expand the southwest market for “××”, and develop the national market. .
Eight, advertising keywords
Nine, advertising campaign group
1 Media publicity: Advertising in "China Food Expo"; published notices and advertisements in "Huaxi Dushi Bao" and "Hua Sugar Candy Advertising", and cooperated with series of articles and photos.
2 Outdoor advertising: 10 inflatable arches and 100 liters of air balls are released in the fountain at the center of Tianfu Square, which constitutes a huge advertising ocean.
Ten, promotional activities
1××15th Anniversary Great Reward “A balloon is ringing, everyone has a prize”.
Time: March 20th to 25th. Venue: Tianfu Square Center, fountain, Jianlibao, next to large advertising spots
Implementation Measures:
Set up 4 sales points and 1 lucky draw point on site. 3 staff members and hostesses at each point.
The scratch point is equipped with 300 gram air balloons containing scratch cards every day, and a total of 1800 balloons in 6 days. At the same time, all the prizes will be displayed, and a "scratch rule" sign will be set.
If you buy l to listen to the "××" drink, you can scratch the prize once and buy a large plastic bottle, which can be scratched twice. The scratching method is to randomly blast the balloon, take out the scratch card and scrape the number, and the number represents the winning level.
Prize configuration: 100% winning rate and 300 winning prizes per day.
Prize distribution ratio:
1 number "l": Take a × × canned drink in one hand, the winning rate is lO%; 2 number "2": 1 keychain, the winning rate is 30%; 3 number "3": 1 advertising pen, The winning rate is 40%; 4 “Thank you for your patronage”: 1 balloon, the winning rate is 20%.
2 Launched: "×× and Happy Family" Photo Contest
Time: ××月××日至××日
Implementation Measures:
Participate in the "Balloons, everyone has prizes" activity, each person won the "×× and Happy Family" photo contest "entry form" after the scratch, can participate in the contest.
The photo is required to reflect the harmony and warmth of “××” and a happy family.
Prize distribution:
Grand Prize - a camera with a value of 5,000 yuan, 3 people
Excellence Award - a high-end camera worth 3,000 yuan 5 people
Encouragement Award - an automatic camera worth 500 yuan for 10 people
Finalist award - three hundred cylinders of color film, one drink of "××" 300 people
XI. Analysis of advertising effects
This advertising campaign mainly reflects the following characteristics:
l Expanding the space for publicity and planning: There is no exhibition and exhibition hall, and the propaganda position is located in the Tianfu Square in the city center, showing a grand propaganda momentum.
2 "static" advertising combined with "dynamic" advertising: "static" advertising refers to media and outdoor advertising, "dynamic" advertising refers to a series of promotional activities; "static" advertising refers to the stimulation of public senses, thinking, and "Dynamic" advertising has a strong feeling that the public can get a good impression of the organizers through participation.
3 "short-term" publicity and "long-term" publicity: no matter whether static or dynamic advertising is a short-term publicity act, the "××" background in the public photos always plays a potential role in publicity, constantly evokes the public sweetness. The memories deepen the impression of "××".
Through this propaganda act, “××” can establish a long-lasting corporate image in the public mind.
Twelve, budget
Chapter 4: Advertising Promotion Plan
First, the purpose of publicity:
“Shengshi Kangyan” is a high-end, high-grade catering and entertainment industry unique to the city of Loudi. It is a concentrated western restaurant, luxury KTV, foot bath, health massage, professional beauty salon, chess and entertainment, and coffee tea. Leading the new trend of leisure and entertainment in Xiangzhong. Now that it is just around the corner, how to ensure that “the first battle will win” is the primary issue for all new students. For “Sheng Shi Kang Yan”, the rise and fall of the opening ceremony determines the fate of “Sheng Shi Kang Yan”. In order to ensure that “the first battle will win”, the crux of the different projects will be different. The crux of the "Sheng Shi Kang Yan" must be overcome: the sensational scene and the tangible turnover, but the two sides that often have conflicts are required to help the pre-opening period. Advertising rendering. For the “Sheng Shi Kang Yan”, whether its opening activities are unique and novel, that is, “whether the first battle can win a big victory”, it will give people a refreshing and ultimately a hit, which is crucial for the restaurant and entertainment industry to be the first to win and establish a foothold. Impact. If the official opening leaves all kinds of shortcomings, it will be quite passive for the future development. In addition, the survival of any catering and entertainment industry is very important to see how it operates and how good its business performance is. This is a problem we can't avoid. How to succeed in the opening ceremony of "Sheng Shi Kang Yan", at the same time, let "Sheng Shi Kang Yan" have a good business performance, is a problem that can not be ignored and avoided in front of us.
Therefore, the pre-opening advertising campaign of “Sheng Shi Kang Yan” should form a wave in both breadth and depth, to achieve the following aspects:
1. Active and extensive social influences must be generated in the middle of Hunan and even in the surrounding counties and cities, which is conducive to the success of the opening ceremony of “Sheng Shi Kang Yan”.
2. Improve and establish the brand image of “Shengshi Kangyan”.
3. Promote the service facilities and products of “Sheng Shi Kang Yan” in a timely manner.
4. Do a good job in the recruitment and promotion of “Sheng Shi Kang Yan” and the training of employees.
5. Enhance the theme and social image and influence of the “Sheng Shi Kang Yan” propaganda.
Second, the propaganda strategy:
1. The time for pre-opening publicity can be roughly divided into five stages, progressively and gradually climaxing.
A. Preheating stage: From the beginning of September to the middle of September, it belongs to the pre-opening period of the pre-opening period. It is the recruitment and promotion work of the “Shengshi Kangyan” staff, and organizes 3 propaganda vehicles to carry out the body of “Shengshi Kangyan”. Packing, in-depth five counties and cities in the bottom of the city to carry out data distribution, brand image publicity, on the one hand to the county and city, the propaganda car stopped to play banners for large-scale on-site recruitment of employees, then contact the local news media in advance, can be used as a local one Big news hotspots are rendered, this effect is better than pure newspaper and TV commercials and does not cost anything, why not.
B. Initial stage: From mid-September to late September, preliminary publicity reports on the overall image of “Sheng Shi Kang Yan” will be carried out, including military training and business training for employees.
C. Mid-term stage: From late September to late October, the overall image of “Sheng Shi Kang Yan” will be further publicized and reported.
D. High tide stage: From late October to early November, in-depth reports will be made according to the preparations for “Sheng Shi Kang Yan”.
E. The final stage: from the beginning of November to the official opening time, summarize the publicity in the pre-opening period, analyze and evaluate the effect of advertising, so as to do a good job in the overall event promotion plan of the official opening ceremony of “Sheng Shi Kang Yan”.
2, the space to carry out radiant propaganda, the formation of shock wave effect: Loudi - industry - the whole region, mainly in the media selection, the local media in Loudi, the media of the county and city, the Internet media.
3, three-dimensional all-round publicity: newspapers, radio, television, Internet, DM postal express, outdoor advertising and other full-scale impact
4. While conducting time-space cross-over and three-dimensional propaganda, pay attention to highlighting key points and in-depth reports.
Third, the main points of publicity:
1 With the theme of “Mianmian Shengshiqing, Strong Kangyanyi”, the rendering of the pre-opening period was carried out.
2, through the promotion to the five counties and cities in the region and the on-site recruitment activities of large-scale employees, as a local hot news hype, to create a good "Sheng Shi Kang Yan" brand effect and service image.
3. After a series of publicity campaigns, in the eyes of consumers in the whole district of Loudi, the brand and popularity of the “Shengshi Kangyan” brand was initially established, and the promotion and guarantee of “Shengshi Kangyan” was launched at the official opening, and this was an opportunity. To attract consumers in the surrounding cities.
4. Through publicity, the business philosophy and brand image of “Sheng Shi Kang Yan” will be deeply penetrated into consumers.
5. Through publicity, attract more people of insight to join the “Sheng Shi Kang Yan” and create a great career with “Sheng Shi Kang Yan”.
6. Emphasis on publicizing the sociality of “Sheng Shi Kang Yan” and the love of the Star Sword Enterprise, and maximizing the social return for the enterprise.
7. Highlight the key points of popularity and participation, and push the “Shengshi Kangyan Award-winning Knowledge Answers Competition” to a climax.
8. As a large-scale, high-grade, multi-functional catering, leisure and entertainment industry in the central Hunan region, it promotes the brand image and influence of “Sheng Shi Kang Yan”.
9. Do a good job in the celebration of the series of activities after the opening ceremony of the “Sheng Shi Kang Yan” official opening ceremony and the 8th couple wedding event and 8 pairs of newcomers will be held on the opening day of the large-scale “this life and the present – Shengshi wedding” Search for advertising.
Fourth, special promotional activities:
1. Military training activities of “Sheng Shi Kang Yan” employees: In-depth military training scenes of employees are photographed, and then broadcasted through media or published through pictures to reflect the spirit and military management style of “Sheng Shi Kang Yan” employees. .
2. “Shengshi Kangyan” staff business training: In the business training of employees, we will invite well-known experts in the industry to give lectures.
3. On-site reporting activities of “Shengshi Kangyan” project: At the scene of “Shengshi Kangyan”, the staff, construction unit and decoration company were held with the theme of “Finally preparing for the day, giving the Loudi people a satisfactory answer”. The hundred people signed a big event. This has caused social hotspots, which has turned "Shengshi Kangyan" into a social fashion.
4. During the pre-opening publicity period, we will hold a special issue of “Sheng Shi Kang Yan” and hold the “Sheng Shi Kang Yan Award-winning Knowledge Answers Competition”, which includes the business philosophy, introduction and pictures of “Sheng Shi Kang Yan”. The colors are vivid, the pictures and texts are detailed, the content is informative, and the printing is exquisite. Set a good prize to motivate people to participate.
V. Press conference:
1, the first time:
Time: It is scheduled to be held in late October
Content: A general introduction to “Sheng Shi Kang Yan” and announced the official opening of the business.
Purpose: Mainly through the press to disseminate information to all sectors of the community, to promote the overall image of "Sheng Shi Kang Yan", to inform the public in advance of this large opening ceremony, forming a public expectation focus.
2, the second time:
Time: It is scheduled to be held in mid-November
Content: Focus on the implementation progress of “Sheng Shi Kang Yan” and disclose to the press that the opening ceremony will hold a series of major events.
Objective: To provide a strong propaganda campaign for “Sheng Shi Kang Yan” for the prelude to the opening of “Sheng Shi Kang Yan” and to conduct in-depth reports.
6. Propaganda and media form:
In view of the particularity of the Loudi media, there is a lack of strong media. Therefore, the Qixing District is the center, covering the surrounding areas, and radiating resources such as Wuyuan, Lengjiang, Xinhua, Shuangfeng, Shaodong and Xiangxiang. With traditional media such as print media and publicity vehicles as the main body, it integrates TV, newspaper, radio, internet, outdoor advertising and other publicity channels; it focuses on news, special reports, and soft papers. "Sheng Shi Kang Yan" advertising appeals in the early stage of the combination of rationality, sensibility, medium-term rational demand, the final focus on sensibility. The basic principle of advertising media selection is: the print media is the dominant, launching the promotion and function of “Sheng Shi Kang Yan”; the outdoor media fully supports, rendering the “Sheng Shi Kang Yan” atmosphere, expanding the influence and sustainability of the publicity; The image of "Sheng Shi Kang Yan" was promoted; the newspaper media assisted, focusing on the promotion and opening of the whole district.
1. Newspaper:
You can choose newspapers such as Loudi Radio and TV News, Loudi Evening News, and Handan Iron and Steel Newspaper. Open up the "Sheng Shi Kang Yan" column, special edition, and conduct in-depth coverage of "Sheng Shi Kang Yan". The advertising format is mainly based on soft advertisements, with a small amount of news hype, and low-cost banner advertisements are placed;
2, TV station
Produce a special commercial of "Sheng Shi Kang Yan" and choose a good channel to broadcast in prime time. The advertising format is based on 30 seconds of image advertising, with 15 seconds of advertising; TV stations can choose Loudi Life Channel, Loudi Integrated Channel, Loudi Public Channel, Handan Steel TV Station.
3. Radio station
Make full use of the popular live broadcasts of Loudi Radio's "Traffic Channel" to conduct various forms of interviews and reports.
4, DM postal delivery
Due to the lack of strong media in Loudi, the distribution of self-made media has become the main means for us to solve the communication. We specially designed a special edition of the “Shengshi Kangyan” DM advertisement, which issued 20,000 copies. The first is to directly post the delivery through the postal network. The second is to directly invest in the surrounding residential areas; the third is to organize employees to distribute the streets along the street, and the beautifully designed DM can achieve the best publicity effect. The publicity period is long and can be used as a key promotion media.
5, publicity vehicle and bus body advertising
The group office coordinated and requested the traffic police team. The Urban Management Bureau agreed to “Shengshi Kangyan Publicity Vehicle” and organized 3-4 vehicles to carry out propaganda along Changqing Road, Zhaoxing Road, Fuqing Road and Leping Street. The propaganda car has the characteristics of long timeliness, large mobility, wide publicity, and relatively economical. In addition, it can choose several main trunk buses running in the city to do several body image advertisements of “Shengshi Kangyan”.
6, advertising gifts
The well-designed promotional small gifts for different guests are presented in the event.
7, soft advertising
Invite relevant newspaper reporters to organize symposiums, launching news with the theme of “Sheng Shi Kang Yan”, and conducting publicity and reporting at all levels and angles, so that newspapers have text, TV has images, and radio stations have sound. In the week before the official opening of Shengshi Kangyan, major media outlets published a summary of in-depth reports.
Effect: After careful planning, meticulous organization, all-round multi-angle propaganda, all departments must coordinate and work hard, I believe that they can exchange for gratifying returns.
8, online advertising
As a modern means, online advertising can be widely publicized and reported. Recruitment information is posted on the websites such as “Xiangzhong Talent Network”, “Yudi Information Port” and “Luodi Personnel Information”. You can establish a special website of “Shengshi Kangyan”, connect with relevant professional websites, promote advertising, and expand communication efforts, such as: “Investment in Loudi”, “Starry Sky”, “Window of Loudi”, “Bottom of Bottom” Real Estate Information Network, etc.
9, mobile phone and PHS newsletter ads:
You can contact Loudi Mobile and Unicom, the telecommunications bureau, and publish the “Shengshi Kangyan” job advertisement and opening time information through the communication network.
Content: Hunan Xingjian Pharmaceutical Group invested 30 million yuan in the "Sheng Shi Kang Yan" restaurant leisure entertainment world opened soon, now high-paying people with insights to join the creation of Albert, please call: 0738-6519988 8810288
Seven, the advertising area
——Plane printing advertisements: Qixing District, Wuyuan, Lengshuijiang, Xinhua, Shuangfeng, Shaodong, Xiangxiang
——Outdoor advertising: Shengshi Kangyan site, Xinjian Pharmacy, Xiangzhong Building, Handan Iron and Steel, Railway Station;
——Television advertisement: At present, the counties and cities such as Wuxing District, Wuyuan, Lengshuijiang, Xinhua, and Shuangfeng are considered to be launched after the climax stage;
- Newspaper advertisements: Loudi newspapers that are publicly distributed throughout the region and throughout the country;
Eight, the capital budget
1. 3 publicity car rental fees: 5000 yuan
2. 3 propaganda car body packaging production costs: 3000 yuan
3. Internet publishing fee: 2000 yuan
4. Communication newsletter publishing fee: 1000 yuan
5. "Sheng Shi Kang Yan" DM self-reporting fee: 3000 yuan
6. "Sheng Shi Kang Yan" brochure: 3000 yuan
7. TV station: 10,000 yuan
8. Newspaper: 10,000 yuan
9. Radio station: 3000 yuan
10. Outdoor advertising: 5000 yuan
11. Bus body advertising: 5000 yuan
12. Advertising small gift: 10,000 yuan
13. Other: 10,000 yuan
Total: 70,000 yuan
Chapter 5: Advertising Promotion Plan
The rapid development speed has made Fuyang's city change with each passing day. XX Trade City marks the birth of modern business fashion in Fuyang. As the only large-scale paper print media in Fuyang, Fuyang Daily has a large circulation, and this year it has reached a record high of 80,000 copies. It has a wide range of authority and influence among readers throughout the city. In order to let XX Trade City be familiar, recognized and accepted by more consumers, it stands out among the many real estates in this city. Fuyang Daily will cooperate with XX Development Co., Ltd. and strive to do a good job in publicity and reporting. At the same time, in line with the principle of mutual benefit, the newspaper fully considers its own advantages and initially formulates the following package propaganda plan:
First, image publicity
As the saying goes, "The wine must also be diligent." For the RT-Mart City, it should be said that the people of Fuyang are still very familiar. However, it can be said that the familiarity of the people still stays at the level of the XX supermarket, and there is no good concern about the trade city. Then, how can we get considerable attention in the consumer group, and thus the determination to buy a house, the image publicity in the media is essential.
Image promotion should be multi-faceted and multi-faceted. Mainly highlights the XX trade city "Chuangfu, Chuangzhi, creative SOHO era came to Fuyang" which is different from other real estate positioning, other such as urban center, super cost-effective, etc. is also a good propaganda point.
According to the experience of the propaganda effect of this newspaper, the layout of “image propaganda” should be relatively large, the pattern should be beautiful, the language should be concise, and people will be unforgettable.
Second, soft text
A good real estate company and its real estate, it is necessary to open up in front of consumers and show their own characteristics and advantages. All of this, in addition to eye-catching image propaganda, can also publish some explanatory and persuasive articles. Soft text doesn't look like an advertisement, but it can often achieve twice the result with half the effort.
For the project of XX Trade City, it mainly from "XX Trade City - the arrival of SOHO era", "Xiong City Center, the door of the wealth of wealth", the new space concept, "Fortune Square" and so on.
These soft texts can be used in the "Property Edition" with reporter interviews, reporter observations, reporter views, reporter analysis and other columns, the effect will be very obvious.
Third, related activities and reports
In addition to advertising, you can also jointly engage in a variety of activities to attract consumers' attention and stimulate consumer interest.
● Unlimited creativity - creative contest
● My Entrepreneurial Story - The story of a business owner who publishes a business city can be interviewed or read by reporters.
......
In short, the article on SOHO modern business has made SOHO's concept deeply rooted in the hearts of the people, thus causing the trade city to cause consumer demand.
Fourth, the promotion of the text image
This block is mainly based on reporters interviewing the company's top management or interviewing authoritative experts. From the side, it interprets the "unmatchability" of a trade city in Fuyang's many real estates. The purpose is to strengthen consumers' confidence in buying houses and pride in buying houses.
Layout calculation: an average monthly full version, twelve editions a year.
Cost calculation: slightly
Everyone in their daily lives intentionally and unintentionally accepts the baptism of advertising, and then intentionally or unintentionally purchases and uses the products and services in the advertisement. This is what every manufacturer wants, and it is also the original intention of their advertising.
The advertising media in today's society are roughly divided into: TV media, radio media, newspapers and periodicals media, website media, outdoor advertising media, and the latest Internet cafe desktop media.
So, in the end, which media's publicity effect is the most cost-effective, let's do an analysis;
First of all, we will probably understand the promotion methods of various media:
TV Media:
Advantages: Inserting advertisements directly into the TV series is forced to accept the customer group. In order to fully watch the programs they like, they have to browse the advertisements inserted in them. Second, because the children are in a period of ignorant growth. It is easy to accept beautiful colors, change the fast-paced things, TV ads are more easily accepted by children, this is the sagacity of TV commercials, but also the main reason for its customers and profits.
Disadvantages: With the development of the Internet and the changes in the lifestyle of young people, the advantages of TV advertising are decreasing. The more young people in the world are beginning to accept the fast food culture, the length of the long-running TV series is gradually declining. Due to the fast thinking of young people, they gradually master the broadcast time of TV commercials, often at the time of advertising. Switch channels to avoid the impact of advertising.
Radio media and outdoor advertising don't require much analysis. Think about how you remembered a few radio ads, and remembered a few roadside ads.
For advertisements in newspapers and periodicals, I believe that only those who are idle or looking for a job will deliberately browse advertisements. The publicity effect can be imagined.
As for the advertisement of the website, I believe that many people will set the software on the computer to directly ban it. Too many advertisements on the website will directly affect the psychology of the customer base, thereby reducing the competitiveness of their websites.
Secondly, we rank the rankings of the above media advertising fees from high to low:
TV media - outdoor advertising - website media - newspapers and periodicals media - radio media
Finally, let's take a look at the latest Internet cafe desktop media.
The advantages of desktop advertising
1. The target audience group is highly targeted
The customer base of Internet cafe media is mainly the younger generation. Most of the information received by the students is the students in the school and the white-collar workers with certain economic income. The main feature is that the consumption concept and values tend to be unified, the pursuit of fashion, the consumption ability is concentrated, and A strong desire for consumption is defined in perceptual consumption rather than in the category of rational consumer groups. Choosing an internet cafe ad can help you hit the most likely potential user directly.
2, 100% effective delivery rate of advertising
The advertising screen of the Internet cafe computer display is set based on the full investigation of the Internet environment of Internet cafes and the Internet habits of Internet users. The computer display advertising interface is the netizen boarding
By default, the current interface, any netizen, whether it is chatting or playing games, can see 100% of the customer advertisements on the computer display.
3, the number of customers is even larger
The target group is large. Through the sample survey of Internet cafes in large and medium-sized cities across the country, according to statistics, the number of people using each Internet cafe computer is 4-6 per day, and there is still about 30% growth on holidays and weekends. Ten thousand Internet cafe computers, the number of users per day is 40,000-60,000, and the cumulative number of users in a month is 1.2 million to 1.8 million. That is to say, the number of users of Internet cafe advertisements is 1.2 million to 1.8 million. / Wantai / month, this scale is currently unmatched by any professional media.
4. Mandatory, repetitive and anti-interference of more effective advertising memories
When we create the advertising screen, we require that at least one or four different brands of advertising can be published on the desktop at the same time, so that the interference between the brands is low, which is more conducive to the spread of advertising information; After logging in to the Internet, it must be displayed on the desktop and browser. It forces the Internet to accept advertising information. Through the combination of the above two factors, the target customer group will eventually generate effective advertising memory.
5, all-weather promotional media
At present, the Internet cafes are open from 8 am to 12 pm. In fact, most Internet cafes are open 24 hours a day, and Internet cafe media has become a veritable all-weather media.
6, the advertising method is more flexible
Customers can arrange the scope and area according to the specific situation and needs, to ensure the flexibility of delivery, advertising can use all forms of online advertising; and ensure that the advertisements are published shortly after the contract is signed and according to customer requirements. Update your ads to ensure the timeliness and effectiveness of your ads.
7, the evaluation of the delivery effect is more realistic
We will provide detailed Internet cafe data for each customer's Internet cafe. Customers have very real and precise control over the scope of their advertising and the number of people covered. The setting method of the display advertising space makes the advertisement release more intuitive and effective, and combines the network technology means to timely and effectively analyze and evaluate the advertising effect.
8, visual impact is super strong
Beautiful and wide-format advertising screens and detailed text descriptions, with a visual distance of approximately zero distance from the target group, have a strong impact, can fully display the brand image and product characteristics, leaving a deep impression on the customer group. In addition, you can make full use of multimedia and hypertext format files, and set up various forms to let customers know more detailed information about the products they are interested in, so that consumers can experience products, services and brands. This kind of information conveys multi-sensory information in the form of pictures, texts, sounds and images, so that consumers can feel the goods or services as if they are immersive, and can book, trade and settle online, and will strengthen the network. The effectiveness of road advertising.
9. The advertising cost of ultra-low cost for thousands of people
Internet cafe computer desktop standard offer 18 yuan / Taiwan / month, assuming a computer average
It is used by 5 people every day. In the course of use, there are 4 times for each person to return to the desktop. The average daily cost per person per person is 1800 yuan/set/month ÷30 days ÷5 people ÷4 times=0.03 yuan. According to the advertisement quotations of other media outlets at this stage, we can calculate the customer's 30-second advertisement for the Beijing TV station's economic channel, and can advertise the Internet cafe computer desktop advertisement on XX computers for one month in a row; Evening newspaper advertisements can be used to place Internet cafe computer desktop advertisements on 25,000 computers for one month in a row; customers can post Internet cafe advertisements on XX0 computers for one month in a row for one month; customer delivery 1 One large outdoor advertisement for a month, it is possible to place Internet cafe computer desktop advertisements on 19,000 computers in the same period.
10, the number of customer groups can be measured
An advertisement, how much of its actual arrival rate, this is probably the most concerned by advertisers, but also the proof of whether the advertisements are effective. However, traditional outdoor advertisements, as well as television, newspapers and other media, are faced with a large group of people who are unable to accurately count the number of customers. The Internet cafe advertising platform has a complete and scientific monitoring system, which can accurately measure the arrival rate of advertisements, which is unmatched by other traditional advertising media.
11, direct sales of products
Internet cafe desktop advertising itself is a propaganda carrier and platform for advertising, and it is also a product carrying counter. Here, when the company promotes, it can make full use of the space of the Internet cafe, engage in three-dimensional publicity and product display, and the target group can see both the advertisement and the product, which is impossible for all traditional media. It can be said that a web cafe is a Specialty store. While promoting products, they can also sell products. It can be described as "two-pronged", and the advertising effect is naturally higher than that of traditional media.
Chapter 2: Advertising Promotion Plan
Activity background
The situation is full of free and easy. 0 O
1. The national income has improved and the quality of life of residents has improved significantly.
2, most families are not a problem, and enjoy life on the agenda.
3, the work pressure is huge, the space that needs to be released urgently, vacation and tourism become the first choice.
4. Policy support, holidays are the prime time for tourism.
The resort is so charming. 0 O
1. There are many tourist attractions and the scenery has its own characteristics.
2. The purpose of tourism varies, and there are places for people to travel.
3. The tourism destinations can be combined with each other to complement each other; but at the same time, they will compete with each other and the battle will be fierce.
4. Personalization and characteristics are the key points, and it is difficult to survive without features.
Experience, Longquan Lake. 0 O
1. Longquan Lake has a pleasant scenery, unique scenery and strong humanistic spirit.
2. What is the biggest feature of Longquan Lake? What are some places that are not available in other scenic areas? Do tourists know?
3. How to use the reputation of Longquan Lake to spread the information of this region?
4. What can attract most tourists? What can keep the most valuable 20% of visitors? How to transfer another 80% of visitors to the 20% value system?
5. Visitors should choose a tourist destination, how to choose? How is the process? What is the dominant force that affects them?
6, long-term, is the best! The scenery is beautiful and the human spirit is good. It will attract tourists once and twice at most. How to make Longquan Lake focus every year and attract tourists to visit again and again?
Activity value
Named value:
The naming of the 20XX Longquan Lake Aquatic Culture Festival first highlights the characteristics of regional tourism and gives Longquan Lake an overall positioning, indicating that Longquan Lake is not only a lake, but also a combination of waterscape and cultural traits. Secondly, the name has Expandable, can be extended to the 20XX Longquan Lake Water Culture Festival, so that the event can be held every year, let Longquan Lake become the focus of the public every year, and also make the region become the regional focus every year because of the Longquan Lake Water Culture Festival.
Value for visitors:
The annual Water Culture Festival can gather visitors from all directions to let visitors experience the scenery of Longquan Lake in all aspects, experience the infinite scenery of Longquan Lake, and feel the unique charm of the humanistic spirit, folk customs and artistic activities of the region, so that visitors can fully enjoy the culture. Shopping fun brought by various business activities.
Value for the travel company:
1. Enhance the visibility and influence of Longquan Lake and its related areas;
2. Enhance the comprehensive strength of the tourism company through the rational arrangement of various scenic spots, fees and various business activities;
3. Drive the development of the surrounding economy, benefit the country and the people;
Value for regional businesses:
1. The cultural festival attracts tourists and businesses, creating a broader trading platform for the development of enterprises in the region;
2. The Cultural Festival can quickly enhance the influence of enterprises in the region, especially those that are sponsored by the Cultural Festival.
3, business activities and exhibitions, exhibition activities, can quickly increase sales, and can get a large number of orders;
4. Enterprises can organize their own activities through the influence of cultural festivals, so as to comprehensively enhance their competitiveness.
Value to the government:
1. Promote the development of tourism in the region;
2. Expanding the influence of the region in the province and the country;
3. Effectively improve the economic efficiency and comprehensive competitiveness of local enterprises;
4. The development of economy and tourism can effectively increase the employment rate;
5. Under the influence of the cultural festival with great influence, the negotiation of other government projects is more conducive to the economic development of the region, and can attract more investment;
6. Rich cultural and recreational life of the people, spreading the unique culture of the region;
7, can effectively improve the government's political achievements.
Value for the people of the region:
1. Enrich the cultural life of the people;
2. It can increase the employment rate and reduce employment pressure;
3. The development of tourism and economy can increase the income of residents and improve their living standards;
4, can promote the culture of the region.
Chapter 3: Advertising Promotion Plan
1. Customer Name: XX Group Co., Ltd.
Second, planning and hosting: × × Advertising Department
×× Advertising Co., Ltd.
Third, time:
Fourth, the location:
V. Activity objectives
×× Group Co., Ltd. is the largest carbonated beverage production base in the country. During the National Sugar and Liquor Trade Fair, large-scale advertising spots will be set up in Tianfu Square in the city center, and the “××” 15th Anniversary Grand Prize will be held. Promotions such as “Everyone has a prize” and “×× and Happy Family Photo Contest” are aimed at allowing consumers and participating dealers to further understand “××”, showing the strength of the company and embodying “××” thanks to the majority. Consumer care, guide public recognition, and enhance dealers' confidence and interest in “××”.
Sixth, the target public
l Chengdu citizens;
2×× dealers;
Seven, positioning
1 In the situation of oversupply of beverages and strong hands, the first thing to be unique in advertising campaigns is to make a new look and refreshing, thus demonstrating the strength of “××”, establishing a corporate image, and letting the public participate in various activities. Create a warm and warm atmosphere and directly advertise the consumer to face-to-face.
2 Face the national participation representatives and dealers around the country. Through the unique public relations promotion activities and strong advertising campaign, they are encouraged to further rely on XX Group, select “××” in the distribution brand and establish sales outlets, expand the southwest market for “××”, and develop the national market. .
Eight, advertising keywords
Nine, advertising campaign group
1 Media publicity: Advertising in "China Food Expo"; published notices and advertisements in "Huaxi Dushi Bao" and "Hua Sugar Candy Advertising", and cooperated with series of articles and photos.
2 Outdoor advertising: 10 inflatable arches and 100 liters of air balls are released in the fountain at the center of Tianfu Square, which constitutes a huge advertising ocean.
Ten, promotional activities
1××15th Anniversary Great Reward “A balloon is ringing, everyone has a prize”.
Time: March 20th to 25th. Venue: Tianfu Square Center, fountain, Jianlibao, next to large advertising spots
Implementation Measures:
Set up 4 sales points and 1 lucky draw point on site. 3 staff members and hostesses at each point.
The scratch point is equipped with 300 gram air balloons containing scratch cards every day, and a total of 1800 balloons in 6 days. At the same time, all the prizes will be displayed, and a "scratch rule" sign will be set.
If you buy l to listen to the "××" drink, you can scratch the prize once and buy a large plastic bottle, which can be scratched twice. The scratching method is to randomly blast the balloon, take out the scratch card and scrape the number, and the number represents the winning level.
Prize configuration: 100% winning rate and 300 winning prizes per day.
Prize distribution ratio:
1 number "l": Take a × × canned drink in one hand, the winning rate is lO%; 2 number "2": 1 keychain, the winning rate is 30%; 3 number "3": 1 advertising pen, The winning rate is 40%; 4 “Thank you for your patronage”: 1 balloon, the winning rate is 20%.
2 Launched: "×× and Happy Family" Photo Contest
Time: ××月××日至××日
Implementation Measures:
Participate in the "Balloons, everyone has prizes" activity, each person won the "×× and Happy Family" photo contest "entry form" after the scratch, can participate in the contest.
The photo is required to reflect the harmony and warmth of “××” and a happy family.
Prize distribution:
Grand Prize - a camera with a value of 5,000 yuan, 3 people
Excellence Award - a high-end camera worth 3,000 yuan 5 people
Encouragement Award - an automatic camera worth 500 yuan for 10 people
Finalist award - three hundred cylinders of color film, one drink of "××" 300 people
XI. Analysis of advertising effects
This advertising campaign mainly reflects the following characteristics:
l Expanding the space for publicity and planning: There is no exhibition and exhibition hall, and the propaganda position is located in the Tianfu Square in the city center, showing a grand propaganda momentum.
2 "static" advertising combined with "dynamic" advertising: "static" advertising refers to media and outdoor advertising, "dynamic" advertising refers to a series of promotional activities; "static" advertising refers to the stimulation of public senses, thinking, and "Dynamic" advertising has a strong feeling that the public can get a good impression of the organizers through participation.
3 "short-term" publicity and "long-term" publicity: no matter whether static or dynamic advertising is a short-term publicity act, the "××" background in the public photos always plays a potential role in publicity, constantly evokes the public sweetness. The memories deepen the impression of "××".
Through this propaganda act, “××” can establish a long-lasting corporate image in the public mind.
Twelve, budget
Chapter 4: Advertising Promotion Plan
First, the purpose of publicity:
“Shengshi Kangyan” is a high-end, high-grade catering and entertainment industry unique to the city of Loudi. It is a concentrated western restaurant, luxury KTV, foot bath, health massage, professional beauty salon, chess and entertainment, and coffee tea. Leading the new trend of leisure and entertainment in Xiangzhong. Now that it is just around the corner, how to ensure that “the first battle will win” is the primary issue for all new students. For “Sheng Shi Kang Yan”, the rise and fall of the opening ceremony determines the fate of “Sheng Shi Kang Yan”. In order to ensure that “the first battle will win”, the crux of the different projects will be different. The crux of the "Sheng Shi Kang Yan" must be overcome: the sensational scene and the tangible turnover, but the two sides that often have conflicts are required to help the pre-opening period. Advertising rendering. For the “Sheng Shi Kang Yan”, whether its opening activities are unique and novel, that is, “whether the first battle can win a big victory”, it will give people a refreshing and ultimately a hit, which is crucial for the restaurant and entertainment industry to be the first to win and establish a foothold. Impact. If the official opening leaves all kinds of shortcomings, it will be quite passive for the future development. In addition, the survival of any catering and entertainment industry is very important to see how it operates and how good its business performance is. This is a problem we can't avoid. How to succeed in the opening ceremony of "Sheng Shi Kang Yan", at the same time, let "Sheng Shi Kang Yan" have a good business performance, is a problem that can not be ignored and avoided in front of us.
Therefore, the pre-opening advertising campaign of “Sheng Shi Kang Yan” should form a wave in both breadth and depth, to achieve the following aspects:
1. Active and extensive social influences must be generated in the middle of Hunan and even in the surrounding counties and cities, which is conducive to the success of the opening ceremony of “Sheng Shi Kang Yan”.
2. Improve and establish the brand image of “Shengshi Kangyan”.
3. Promote the service facilities and products of “Sheng Shi Kang Yan” in a timely manner.
4. Do a good job in the recruitment and promotion of “Sheng Shi Kang Yan” and the training of employees.
5. Enhance the theme and social image and influence of the “Sheng Shi Kang Yan” propaganda.
Second, the propaganda strategy:
1. The time for pre-opening publicity can be roughly divided into five stages, progressively and gradually climaxing.
A. Preheating stage: From the beginning of September to the middle of September, it belongs to the pre-opening period of the pre-opening period. It is the recruitment and promotion work of the “Shengshi Kangyan” staff, and organizes 3 propaganda vehicles to carry out the body of “Shengshi Kangyan”. Packing, in-depth five counties and cities in the bottom of the city to carry out data distribution, brand image publicity, on the one hand to the county and city, the propaganda car stopped to play banners for large-scale on-site recruitment of employees, then contact the local news media in advance, can be used as a local one Big news hotspots are rendered, this effect is better than pure newspaper and TV commercials and does not cost anything, why not.
B. Initial stage: From mid-September to late September, preliminary publicity reports on the overall image of “Sheng Shi Kang Yan” will be carried out, including military training and business training for employees.
C. Mid-term stage: From late September to late October, the overall image of “Sheng Shi Kang Yan” will be further publicized and reported.
D. High tide stage: From late October to early November, in-depth reports will be made according to the preparations for “Sheng Shi Kang Yan”.
E. The final stage: from the beginning of November to the official opening time, summarize the publicity in the pre-opening period, analyze and evaluate the effect of advertising, so as to do a good job in the overall event promotion plan of the official opening ceremony of “Sheng Shi Kang Yan”.
2, the space to carry out radiant propaganda, the formation of shock wave effect: Loudi - industry - the whole region, mainly in the media selection, the local media in Loudi, the media of the county and city, the Internet media.
3, three-dimensional all-round publicity: newspapers, radio, television, Internet, DM postal express, outdoor advertising and other full-scale impact
4. While conducting time-space cross-over and three-dimensional propaganda, pay attention to highlighting key points and in-depth reports.
Third, the main points of publicity:
1 With the theme of “Mianmian Shengshiqing, Strong Kangyanyi”, the rendering of the pre-opening period was carried out.
2, through the promotion to the five counties and cities in the region and the on-site recruitment activities of large-scale employees, as a local hot news hype, to create a good "Sheng Shi Kang Yan" brand effect and service image.
3. After a series of publicity campaigns, in the eyes of consumers in the whole district of Loudi, the brand and popularity of the “Shengshi Kangyan” brand was initially established, and the promotion and guarantee of “Shengshi Kangyan” was launched at the official opening, and this was an opportunity. To attract consumers in the surrounding cities.
4. Through publicity, the business philosophy and brand image of “Sheng Shi Kang Yan” will be deeply penetrated into consumers.
5. Through publicity, attract more people of insight to join the “Sheng Shi Kang Yan” and create a great career with “Sheng Shi Kang Yan”.
6. Emphasis on publicizing the sociality of “Sheng Shi Kang Yan” and the love of the Star Sword Enterprise, and maximizing the social return for the enterprise.
7. Highlight the key points of popularity and participation, and push the “Shengshi Kangyan Award-winning Knowledge Answers Competition” to a climax.
8. As a large-scale, high-grade, multi-functional catering, leisure and entertainment industry in the central Hunan region, it promotes the brand image and influence of “Sheng Shi Kang Yan”.
9. Do a good job in the celebration of the series of activities after the opening ceremony of the “Sheng Shi Kang Yan” official opening ceremony and the 8th couple wedding event and 8 pairs of newcomers will be held on the opening day of the large-scale “this life and the present – Shengshi wedding” Search for advertising.
Fourth, special promotional activities:
1. Military training activities of “Sheng Shi Kang Yan” employees: In-depth military training scenes of employees are photographed, and then broadcasted through media or published through pictures to reflect the spirit and military management style of “Sheng Shi Kang Yan” employees. .
2. “Shengshi Kangyan” staff business training: In the business training of employees, we will invite well-known experts in the industry to give lectures.
3. On-site reporting activities of “Shengshi Kangyan” project: At the scene of “Shengshi Kangyan”, the staff, construction unit and decoration company were held with the theme of “Finally preparing for the day, giving the Loudi people a satisfactory answer”. The hundred people signed a big event. This has caused social hotspots, which has turned "Shengshi Kangyan" into a social fashion.
4. During the pre-opening publicity period, we will hold a special issue of “Sheng Shi Kang Yan” and hold the “Sheng Shi Kang Yan Award-winning Knowledge Answers Competition”, which includes the business philosophy, introduction and pictures of “Sheng Shi Kang Yan”. The colors are vivid, the pictures and texts are detailed, the content is informative, and the printing is exquisite. Set a good prize to motivate people to participate.
V. Press conference:
1, the first time:
Time: It is scheduled to be held in late October
Content: A general introduction to “Sheng Shi Kang Yan” and announced the official opening of the business.
Purpose: Mainly through the press to disseminate information to all sectors of the community, to promote the overall image of "Sheng Shi Kang Yan", to inform the public in advance of this large opening ceremony, forming a public expectation focus.
2, the second time:
Time: It is scheduled to be held in mid-November
Content: Focus on the implementation progress of “Sheng Shi Kang Yan” and disclose to the press that the opening ceremony will hold a series of major events.
Objective: To provide a strong propaganda campaign for “Sheng Shi Kang Yan” for the prelude to the opening of “Sheng Shi Kang Yan” and to conduct in-depth reports.
6. Propaganda and media form:
In view of the particularity of the Loudi media, there is a lack of strong media. Therefore, the Qixing District is the center, covering the surrounding areas, and radiating resources such as Wuyuan, Lengjiang, Xinhua, Shuangfeng, Shaodong and Xiangxiang. With traditional media such as print media and publicity vehicles as the main body, it integrates TV, newspaper, radio, internet, outdoor advertising and other publicity channels; it focuses on news, special reports, and soft papers. "Sheng Shi Kang Yan" advertising appeals in the early stage of the combination of rationality, sensibility, medium-term rational demand, the final focus on sensibility. The basic principle of advertising media selection is: the print media is the dominant, launching the promotion and function of “Sheng Shi Kang Yan”; the outdoor media fully supports, rendering the “Sheng Shi Kang Yan” atmosphere, expanding the influence and sustainability of the publicity; The image of "Sheng Shi Kang Yan" was promoted; the newspaper media assisted, focusing on the promotion and opening of the whole district.
1. Newspaper:
You can choose newspapers such as Loudi Radio and TV News, Loudi Evening News, and Handan Iron and Steel Newspaper. Open up the "Sheng Shi Kang Yan" column, special edition, and conduct in-depth coverage of "Sheng Shi Kang Yan". The advertising format is mainly based on soft advertisements, with a small amount of news hype, and low-cost banner advertisements are placed;
2, TV station
Produce a special commercial of "Sheng Shi Kang Yan" and choose a good channel to broadcast in prime time. The advertising format is based on 30 seconds of image advertising, with 15 seconds of advertising; TV stations can choose Loudi Life Channel, Loudi Integrated Channel, Loudi Public Channel, Handan Steel TV Station.
3. Radio station
Make full use of the popular live broadcasts of Loudi Radio's "Traffic Channel" to conduct various forms of interviews and reports.
4, DM postal delivery
Due to the lack of strong media in Loudi, the distribution of self-made media has become the main means for us to solve the communication. We specially designed a special edition of the “Shengshi Kangyan” DM advertisement, which issued 20,000 copies. The first is to directly post the delivery through the postal network. The second is to directly invest in the surrounding residential areas; the third is to organize employees to distribute the streets along the street, and the beautifully designed DM can achieve the best publicity effect. The publicity period is long and can be used as a key promotion media.
5, publicity vehicle and bus body advertising
The group office coordinated and requested the traffic police team. The Urban Management Bureau agreed to “Shengshi Kangyan Publicity Vehicle” and organized 3-4 vehicles to carry out propaganda along Changqing Road, Zhaoxing Road, Fuqing Road and Leping Street. The propaganda car has the characteristics of long timeliness, large mobility, wide publicity, and relatively economical. In addition, it can choose several main trunk buses running in the city to do several body image advertisements of “Shengshi Kangyan”.
6, advertising gifts
The well-designed promotional small gifts for different guests are presented in the event.
7, soft advertising
Invite relevant newspaper reporters to organize symposiums, launching news with the theme of “Sheng Shi Kang Yan”, and conducting publicity and reporting at all levels and angles, so that newspapers have text, TV has images, and radio stations have sound. In the week before the official opening of Shengshi Kangyan, major media outlets published a summary of in-depth reports.
Effect: After careful planning, meticulous organization, all-round multi-angle propaganda, all departments must coordinate and work hard, I believe that they can exchange for gratifying returns.
8, online advertising
As a modern means, online advertising can be widely publicized and reported. Recruitment information is posted on the websites such as “Xiangzhong Talent Network”, “Yudi Information Port” and “Luodi Personnel Information”. You can establish a special website of “Shengshi Kangyan”, connect with relevant professional websites, promote advertising, and expand communication efforts, such as: “Investment in Loudi”, “Starry Sky”, “Window of Loudi”, “Bottom of Bottom” Real Estate Information Network, etc.
9, mobile phone and PHS newsletter ads:
You can contact Loudi Mobile and Unicom, the telecommunications bureau, and publish the “Shengshi Kangyan” job advertisement and opening time information through the communication network.
Content: Hunan Xingjian Pharmaceutical Group invested 30 million yuan in the "Sheng Shi Kang Yan" restaurant leisure entertainment world opened soon, now high-paying people with insights to join the creation of Albert, please call: 0738-6519988 8810288
Seven, the advertising area
——Plane printing advertisements: Qixing District, Wuyuan, Lengshuijiang, Xinhua, Shuangfeng, Shaodong, Xiangxiang
——Outdoor advertising: Shengshi Kangyan site, Xinjian Pharmacy, Xiangzhong Building, Handan Iron and Steel, Railway Station;
——Television advertisement: At present, the counties and cities such as Wuxing District, Wuyuan, Lengshuijiang, Xinhua, and Shuangfeng are considered to be launched after the climax stage;
- Newspaper advertisements: Loudi newspapers that are publicly distributed throughout the region and throughout the country;
Eight, the capital budget
1. 3 publicity car rental fees: 5000 yuan
2. 3 propaganda car body packaging production costs: 3000 yuan
3. Internet publishing fee: 2000 yuan
4. Communication newsletter publishing fee: 1000 yuan
5. "Sheng Shi Kang Yan" DM self-reporting fee: 3000 yuan
6. "Sheng Shi Kang Yan" brochure: 3000 yuan
7. TV station: 10,000 yuan
8. Newspaper: 10,000 yuan
9. Radio station: 3000 yuan
10. Outdoor advertising: 5000 yuan
11. Bus body advertising: 5000 yuan
12. Advertising small gift: 10,000 yuan
13. Other: 10,000 yuan
Total: 70,000 yuan
Chapter 5: Advertising Promotion Plan
The rapid development speed has made Fuyang's city change with each passing day. XX Trade City marks the birth of modern business fashion in Fuyang. As the only large-scale paper print media in Fuyang, Fuyang Daily has a large circulation, and this year it has reached a record high of 80,000 copies. It has a wide range of authority and influence among readers throughout the city. In order to let XX Trade City be familiar, recognized and accepted by more consumers, it stands out among the many real estates in this city. Fuyang Daily will cooperate with XX Development Co., Ltd. and strive to do a good job in publicity and reporting. At the same time, in line with the principle of mutual benefit, the newspaper fully considers its own advantages and initially formulates the following package propaganda plan:
First, image publicity
As the saying goes, "The wine must also be diligent." For the RT-Mart City, it should be said that the people of Fuyang are still very familiar. However, it can be said that the familiarity of the people still stays at the level of the XX supermarket, and there is no good concern about the trade city. Then, how can we get considerable attention in the consumer group, and thus the determination to buy a house, the image publicity in the media is essential.
Image promotion should be multi-faceted and multi-faceted. Mainly highlights the XX trade city "Chuangfu, Chuangzhi, creative SOHO era came to Fuyang" which is different from other real estate positioning, other such as urban center, super cost-effective, etc. is also a good propaganda point.
According to the experience of the propaganda effect of this newspaper, the layout of “image propaganda” should be relatively large, the pattern should be beautiful, the language should be concise, and people will be unforgettable.
Second, soft text
A good real estate company and its real estate, it is necessary to open up in front of consumers and show their own characteristics and advantages. All of this, in addition to eye-catching image propaganda, can also publish some explanatory and persuasive articles. Soft text doesn't look like an advertisement, but it can often achieve twice the result with half the effort.
For the project of XX Trade City, it mainly from "XX Trade City - the arrival of SOHO era", "Xiong City Center, the door of the wealth of wealth", the new space concept, "Fortune Square" and so on.
These soft texts can be used in the "Property Edition" with reporter interviews, reporter observations, reporter views, reporter analysis and other columns, the effect will be very obvious.
Third, related activities and reports
In addition to advertising, you can also jointly engage in a variety of activities to attract consumers' attention and stimulate consumer interest.
● Unlimited creativity - creative contest
● My Entrepreneurial Story - The story of a business owner who publishes a business city can be interviewed or read by reporters.
......
In short, the article on SOHO modern business has made SOHO's concept deeply rooted in the hearts of the people, thus causing the trade city to cause consumer demand.
Fourth, the promotion of the text image
This block is mainly based on reporters interviewing the company's top management or interviewing authoritative experts. From the side, it interprets the "unmatchability" of a trade city in Fuyang's many real estates. The purpose is to strengthen consumers' confidence in buying houses and pride in buying houses.
Layout calculation: an average monthly full version, twelve editions a year.
Cost calculation: slightly
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