Oktoberfest planning

Part 1: Beer Festival Planning

First, planning background analysis

The 21st century is a century full of challenges and opportunities. Since the reform and opening up, with the establishment and improvement of China's socialist market economic system and the mutual penetration and integration of the integration of the global economic system, the market economic system has been continuously reformed. With the improvement of people's quality of life, leisure and cultural activities have become the embodiment of modern people's pursuit of perfect life.

Lanzhou is the capital of Gansu Province. It is located in the upper reaches of the Yellow River. It is located in the geometric center of China's land map. The city is surrounded by mountains and mountains, and the East and West Yellow Rivers pass through the city. The climate is pleasant, there is no cold in winter and no heat in summer. Lanzhou City has jurisdiction over three counties and five districts, with a total area of ​​13,100 square kilometers, of which the urban area is 1631.6 square kilometers. It is home to 38 famous people including Han, Hui, Manchu, Tibetan, Yugu and Dongxiang, with a total population of 2.8 million. The non-agricultural population is 1.5 million.

This year's Oktoberfest has been confirmed by the Municipal Affairs Office as an activity of this year's Lanzhou Fair. In order to further enhance the radiation, influence, scale benefits of the Oktoberfest and the popularity of beer companies in the province, the real estate enterprises will join hands to build corporate brands. To achieve a strong alliance, the Oktoberfest will be characterized and leveled to become a celebration of beer culture, rich celebrations, high standards, participation, and common people.

"China Lanzhou Beer Festival" adheres to the "communication, development" as its purpose, seizes the opportunity of the great development of the western region, and actively uses the "Lanhai Fair" to promote the economic development of Lanzhou City and give full play to the city and the province. The overall economic advantage, efforts to expand the far-reaching impact of the activities, to ensure that the content of the "Meeting Festival" period is novel and healthy, the advertisements are true, legal and diverse, to curb the emergence of false and illegal advertisements, to strengthen corporate image promotion and product promotion, and to enhance corporate visibility. Enterprises and businesses around the world provide a good advertising service environment. Create a city card together. Around the beer culture, Lanzhou's unique folk customs and original styles are displayed. Lanzhou's unique human landscape and tourism resources are the theme of the event, which can be realized through various promotional methods of the Oktoberfest.

Second, the planning objectives

● Meeting new opportunities and challenges in the market inside and outside the province and promoting the implementation of the strategy for the development of the western region.

● Create a festive atmosphere for the “Lanqi Fair” and gather popularity for the festival.

● Further enhance the influence of the “China Lanzhou Beer Festival” and create urban business cards.

● At the same time, improve the overall brand image in the province and promote the development of tourism, catering and related services

● Create brands for the province's beer companies and related industries, and expand product coverage.

● Create an environment for establishing healthy market competition.

Third, the planning execution cycle

Implementation cycle: June 20, XX - August 10, XX

The first stage: June 20, XX - July 10, XX

The second stage: July 10, XX - July 20, XX

The third stage: July 20, XX - August 10, XX

Fourth, plan the media selection during the implementation stage

● Newspaper "Lanzhou Evening News", "Lanzhou Morning News", "Gansu Radio and Television News", "Gansu Daily"

● Radio Gansu Radio Station Traffic Radio? Urban FM

●TV Gansu Cable TV, Lanzhou Cable TV, Gansu Satellite TV

● POP outdoor venues, event venues, promotional color pages, gifts

Media settings

V. Planning the media planning for the first implementation stage

●Media objects

All citizens of Lanzhou City

● Guiding ideology and activity theme:

Adhere to the "communication, development" as its purpose, seize the opportunity of the large-scale development of the western region, actively take advantage of the "Lanqing Fair" to promote the economic development of Lanzhou City, give full play to the overall economic advantages of the city and the province, and strive to expand The far-reaching impact on the activities ensures that the advertisements are true, legal and diverse during the festival, curb false and illegal advertisements, strengthen corporate image promotion and product promotion, enhance corporate visibility, and provide a good advertising service environment for local enterprises and businesses.

Through the various propaganda methods of Oktoberfest, Lanzhou's unique folk customs and original features, as well as Lanzhou's unique human landscape and tourism resources are the theme of the event.

●Advertising strategy:

The second China Lanzhou Beer Festival advertising campaign was divided into two categories: public welfare image promotion and commercial advertising. The image promotion mainly presented the festival to the outside world through various TV stations, newspapers and periodicals, various events, prints and temporary outdoor advertisements. Brand" and so on. Commercial advertisements strive to set novel and unique forms. Through the government's assistance in advertising agency companies to carry out investment promotion work, attract more business units to participate, in order to set off the atmosphere of the "meeting festival" and establish a good brand image for the company. The committee created revenue.

Advertising time segmentation:

1. The advertising campaign of the 2nd China Lanzhou Beer Festival is divided into two categories: public interest image advertising and commercial advertising.

1. Public welfare image advertisements are invested by the organizing committee of the conference, and some of them can be coordinated by the government to coordinate with local enterprises and institutions.

2. Commercial advertisements are subscribed by enterprises and institutions.

Second, the advertising time: around the "festival" preparation, convening the different priorities and purposes of each period, the advertising is intended to be carried out in three stages: pre-promotion; post-propaganda; And according to these three different periods, different propaganda priorities and activities are designed.

1. The first stage of the first publicity:

The main purpose of the propaganda during this period was to set up and publish a large number of public service advertisements, focusing on the local customs and customs of Lanzhou and the unique natural scenery, folk customs and other tourism resources and rich resources of Gansu, and released the second China. The information held by the Lanzhou Beer Festival will allow more merchants to know the “Meeting Festival” and come to participate in the “Meeting Festival” to lay a good foundation for future advertising. The time is set to start two months before the session and end three weeks. The mode of operation is funded by the organizing committee of the conference for public welfare propaganda.

2. The second stage of post-propaganda:

The advertising campaign at this stage is mainly to create a pre-holiday atmosphere, strengthen external appeal, and prepare for the various tasks during the session. Through this stage of advertising, it highlights the good wishes of Lanzhou City to invite friends from all walks of life to drink and carnival and seek common development. The time is set to be one month before the session. The mode of operation is based on government investment, and the government coordinates the sponsorship of well-known local enterprises.

3. The third phase of the conference:

The period is limited to a total of 15 days from 5 days before the opening of the conference to the successful conclusion of the conference. The advertising campaign at this stage is mainly aimed at creating a “conventional festival” atmosphere, Lanzhou people welcoming guests from all directions, bringing wine together, showing famous products from Lanzhou and Gansu provinces, and providing a platform for foreign merchants to promote enterprises and brands. The purpose of generating revenue for the organizing committee is the core of the entire "Oktoberfest" advertising campaign. The mode of operation will be based on corporate subscription.

●Advertising implementation rules:

First, public welfare image advertising:

1. 2 to 3 months before the opening, determine the contents of the VI, the emblem, the mascot and other VI system of the current "Conference Festival" to facilitate the development of the publicity work.

2. Starting from the countdown of “Meeting Festival” for 100 days, use the city bus to hang colorful flags in the car to promote the “Meeting Festival” and indicate the date and place of the “Meeting Festival”. At the same time, post a slogan in the taxi.

3. Advertise 100 days after the “Meeting Festival”, and publish advertisements about the introduction of the festival in the main local media. At the same time, from the date of use, the newspaper will release the “Meeting Festival” and count down until “ The festival will be opened.

2~3 is mainly aimed at the local citizens to do propaganda work, aiming to make Lanzhou citizens understand the situation of the "Meeting Festival", inspiring the public's sense of participation, and jointly contributing to the beautification of Lanzhou's image and successfully holding the "Meeting Festival".

4. Cooperate with relevant sections of CCTV to produce Gansu provincial image films, mainly showing Gansu's unique natural scenery, folk customs, desert scenery and human landscape, and releasing the announcement of “Meeting Festival” at the end of the film, to “Meeting Festival” "Played in the prime time of provincial TV stations in the first two months."

5. Select a newspaper or magazine issued by the province as a medium to hold related activities on Lanzhou's historical characteristics, tourism scenery, property resources, and western development in Gansu.

6. Design and produce a beautiful “meeting festival” invitation letter, which will be transmitted according to the proposed list.

7. Design and print promotional leaflets and bags, and distribute them to the four provinces and fourteen parties participating in the “Lanqi Fair” and invite the participating regions, as well as an important media gift for publicity during the press conference. .

8. Open a special website for the “Meeting Festival” for local Internet users to enter the site through the Internet for consultation.

4~8 is mainly publicity, focusing on highlighting Lanzhou's unique natural landscape, historical landscape and national characteristics, establishing a good image, attracting more economic and trade groups to participate in the Oktoberfest, bringing more investors to promote The economic development of the city.

9. One month before the meeting, the design and printing of publicity posters, buntings, banners, etc. will be published in Lanzhou bus station, tourist attractions and major streets to highlight the strong festive atmosphere.

10. Require the advertising companies in this city to use their own idle advertising positions to do public welfare propaganda on the “Lanqi Fair” and make a certain number of public welfare banners to be hoisted by the Organizing Committee.

Fourth, "meeting festival" advertising management methods:

1. All advertising activities must comply with the relevant provisions of the National Advertising Law of the People's Republic of China.

2. The Beer Festival is not only to publicize Lanzhou City, but more importantly to promote an opportunity for the whole of Gansu Province. To do this festival well and do a good job in propaganda work, we must get all-round support from all departments, especially financially. .

3. Advertising is an important project of the festival. It directly affects the success of the festival. The Lanzhou Municipal Government should pay attention to this advertising campaign, and must take administrative measures to interfere with the participation of enterprises and guarantee a certain proportion of public welfare advertisements.

4. All advertisements within the time limit and scope of the festival are uniformly approved by the organizing committee office, and the advertising business is managed by the office. Any unit or individual may not, in the name of the festival, undertake the production, distribution and collection of advertising services to the enterprise and other entities in the name of the festival. All the advertisements during the festival will be marked with the words “Second China Lanzhou Beer Festival Organizing Committee” for review and supervision.

5. Commercial advertising is carried out by the advertising agency company with the assistance of the government. The investment promotion work is carried out in the following three steps:

The government intervened to force enterprises to participate in advertising during the festival;

The government coordinates, the advertising agency agency adopts the method of transmitting advertising invitations, door-to-door publicity, and planning and propagating plans for enterprises to guide enterprises to participate in advertising during the festival;

Cooperate with other advertising companies to complete the investment promotion work.

6. All advertising activities within the time limit and scope of the festival are planned, designed, produced and released by the advertising agency.

7. Coordinate the relationship between relevant departments, such as the square management office, urban construction, industry and commerce, greening office, city appearance and other departments, determine the responsibilities and powers of each department, all departments must actively cooperate with the implementation of advertising, especially the urban construction department should cooperate The advertising agency company does a good job of cleaning up, reviewing and supervising the work, eliminating the appearance of illegal advertisements, and ensuring that the advertisements are published in a standardized, healthy and orderly manner under the participation of the office and the advertising agency.

8. The government should fully support the advertising work and coordinate and solve various problems encountered during the process of advertising investment and release.

9. Distribute the “Meeting Festival” special work permit to the staff of the advertising agency company to reduce the trouble and resistance in the implementation process of the advertisement.

10. Advertising subscription companies, such as self-made and self-contained advertising equipment, must be set according to the designated location, and meet the unified requirements of the organizing committee for materials, colors, specifications, etc., and must not affect the city appearance and appearance.

11. The proceeds from advertising activities shall be reasonably distributed by the Organizing Committee of the Conference and the Advertising Agency.

Fifth, the advertising work operation process:

1. The pre-promotion and post-propaganda are mainly funded by the government or government intervention, and are planned, designed, produced and released by the advertising agency.

2. During the session, the advertising agency will issue an advertisement invitation letter, and the government will assist the enterprise to directly submit the various advertisement projects to the organizing committee office as required, and the advertising agency will plan, design, produce and publish.

3. The organizing committee office shall formulate a unified advertisement setting map and uniform regulation of various advertising modeling forms, and formulate the specifications, quantity, color, placement location and price of the advertising project. The exhibiting enterprises and advertising subscription units voluntarily choose the products suitable for the enterprise. The form of advertising can also set other temporary projects according to the requirements of the enterprise without prejudice to the overall planning.

4. All enterprises wishing to subscribe for advertising projects must first obtain the advertising approval form. After filling in the report, they will send the relevant information and design drafts of the advertising to the organizing committee office. The required fees will be remitted into the designated account. After the completion of the production, the group will be The Office of the Commission uniformly notified all units to come to the inspection and acceptance.

Sixth, effect evaluation and summary:

Through the multi-form and all-round publicity activities before the “Festival”, the influence of Lanzhou City will be expanded throughout the province, so that more foreign businessmen will come to participate in this “Lanqi Fair” and “China Lanzhou Beer Festival” "Attracting a large number of tourists to Lanzhou for sightseeing and tourism, and promoting publicity for investment and development of tourism resources." At the same time, let the people of Lanzhou deeply understand the significance of this event to the economic development of Lanzhou and the whole of Gansu, and mobilize and participate actively.

The advertising format of the session mainly adopts colorful and temporary projects. The content is to promote the development of the western region, Gansu, Lanzhou and other public service advertisements combined with other commercial advertisements to achieve the propaganda policy, beautify the city, render the atmosphere, and generate revenue for the organizing committee. The social and economic benefits are both for the purpose of harvest.

Propaganda work is a focus of the entire "Oktoberfest". The above is some suggestions put forward by our company for the advertising campaign of the "Second China Lanzhou Beer Festival". The specific operation forms, advertising items and prices are subject to careful discussion by both parties. Strict implementation and strict implementation.

Sixth, the opening ceremony and activities implementation plan

● Draft of the 2nd China Lanzhou Beer Festival Opening Ceremony

I. Organizational arrangements:

Activity time: 8:30-10:30 opening ceremony on July 25, 20XX

Venue: Oriental Red Square Lanzhou Stadium

Second, the scene layout:

1. The rostrum;

2. Inflatable arches;

3. Sign-in desk:

4, balloons

Third, the preparation work:

1. Miss etiquette: Name. Responsible for welcoming, guiding, and cutting the ribbon.

2. Military band: Name, arranged on the left front side of the podium.

3. Corsage: A flower for the guests to wear.

4. Flower baskets: one, placed at the entrance and exit of the gate.

5. Sign-in series: for the guests to sign in.

6. Ribbon-cutting series: for guests to cut the ribbon.

7. Chairman's basin flower: placed around the podium.

8. Audio: Opening special audio.

9. VIP room: VIP lounge before the opening ceremony.

Fourth, the opening ceremony program:

1. The podium was arranged on the day before the opening ceremony.

2. The sign-in, ribbon-cutting series and boutonniere were prepared on the day before the opening ceremony.

3. The opening day:

08:30 All celebration personnel are in place

08:50 Each performance team stands at the designated location

08:55 The band started playing music

09:45 Leading the leaders and guests attending the opening ceremony

09:50 The host announced the ceremony and introduced the leaders and guests to introduce the significance of the "China Lanzhou Beer Festival" and its far-reaching influence and exhibitors.

10:00 playing music

10:02 Please give an opening speech by the Gansu Provincial Trade Commission

10:07 The organizing committee invites a welcome speech

10:12 Please announce the opening of this session

At the same time, the hammer is used to knock the drums, release the pigeons, and raise the colored balls.

10:20 ribbon cutting ceremony

10:30 End of the ceremony

● Activity content

Each sub-site is carried out simultaneously

1. Special literary and artistic performances: embodying "beer culture" and "folk local characteristics literary performance"

2, boxing competition

3, the base beer bottle contest

4. Selection of Mr. Beer

5, Miss Beer costume SHOW

6. Hold a theoretical seminar: hold a new tasting reception

7, investment negotiations to discuss the supply meeting

8, "Starry Glory" Carnival Beer Night

Seven, investment promotion plan

Project <1> The 2nd China Lanzhou Beer Festival Exclusive Title

Merchants offer: 100,000

Market return:

1. Gansu TV station special topics;

2. Lanzhou Evening News, Lanzhou Morning News, Gansu Radio and Television News, Gansu Daily Soft Advertising Support;

3, radio special report manufacturers, products;

4. Sponsor product promotion activities;

5. Advertising support for the opening ceremony and related event venues;

6. Other related activities, etc.

Project <2> Investment Promotion of the 2nd China Lanzhou Beer Festival Product Manufacturers

1. Investment conditions:

?Institutions with a certain scale of economic strength

? Have good after-sales service and market potential enterprises

?Enterprises from CI-type to brand strategy

2. Merchants offer: 20,000 yuan or in-kind sponsorship

3. Market return:

Related media soft advertising support

? Newspapers, radio stations and other media interviews, etc.

?On-site promotions

Site advertising support

Project <3> Investment Promotion of the 2nd China Lanzhou Beer Festival

1. Merchants offer: 20,000 yuan

2, venue selection: hotels, nightclubs, entertainment venues

3. Market return:

Related media soft advertising support

? Newspapers, radio stations and other media interviews, etc.

TV live recording

?On-site promotions

Site advertising support

60% of the advertising rights in the venue


Part 2: Beer Festival Planning

First, the activity ideas:

On May 25th, 20XX, the first Jiu Chuang Decoration Beer Festival was held to gather the popularity, to promote the brand, let the participating customers establish word-of-mouth communication and establish a potential consumption base.

Second, the activity content:

Theme of the event: "Beer Carnival Night" in the Three Battles

Activity slogan: one renovation, permanent friend

Activity time: 6:30 pm, May 25, 20XX - 9:30 pm, June 6

Venue: Weifang Jiu Chuang Decoration Headquarters

Participants: All citizens

Third, the activity deployment:

1. Tickets are given

Free tickets for specific venues two days in advance:

Nearby secondary schools, technical secondary schools, vocational secondary schools, evening schools;

Nearby entertainment venues;

Nearby residential areas, commercial areas;

2, the scene layout

On-site hanging event promotion banner, lamppost flag;

On-site insertion and promotion activities to promote the bunting;

Place inflatable dolls and large-scale inkjet on site;

3. Media promotion

Invite the media to conduct special reports, invite other provinces and cities to report on "Beer Night", and explore the topic of "renovating supermarkets to provide colorful nightlife for the community";

Produce radio special advertisement discs, play at the entrance of the exhibition hall and flagship store;

Broadcast time: play all day;

Third, the activity content:

Activity 1: Beer knowledge answer, please on-site customer participation activities, a bottle of award-winning beer;

Activity 2: Beer Competition ------ Super Wines Competition: Please participate in the event on-site customers;

competition rules:

1) Select 10 customers to participate, divided into two groups of 5 people each;

2) Each player puts 3 glasses of beer at each table;

3) The players use the mouth to bite the paper cup to see who is the fastest to drink;

Awards: two super-distillery, one box of beer, 10 winners, and 3 bottles of beer.

Activity 3: Wine King Championship: Please participate in the event:

competition rules:

1) Please ask 10 players;

2) The task of each player is: the most water in 1 minute;

3) The fastest is the wine king of the night;

Prize: Wine King: 3 boxes of beer; winning prize: 1 box of beer; participation prize: 8 people, half a box of beer;

Activity 4: Beer Review

competition rules:

1) Pour different brands of beer into several cups, and the participants will taste it to see who can separate them. After the results are announced, please ask the professionals to comment;

Activity 5: Drumming and drinking: Please take out eight customers to participate in the event

competition rules:

1) The staff blindfolded and drummed to the customer;

2) Each participant placed 2 glasses of beer at the table;

3) The drums began to pass, and the customers who drunk the drums to the beer had to drink a glass of beer at their own table.

4) After ten drums, the game is over;

5) Results of the competition: There are two cups in front of the table for the winning prize, and one cup for the encouragement prize, and the winner can also participate in the prize;

Prize: Winning prize: one box of beer; encouragement prize: half a box of beer; participation prize: two bottles of beer;

Activity 6: Blindfolded glasses of wine: Please appear in the event of customer participation

game rules:

1) Please invite 6 couples or friends to participate in the event;

2) One male and one female station, blindfolded, the distance between the two ends is 8 meters;

3) After the start of the announcement, the drummers will go further after each strike, and then beat the long drums in 8 steps;

4) The result is a winner and a participation prize. The winner is the winner of the match and the participant is the participant;

Award: Winning prize: 2 boxes of beer; participation prize: a box of beer.


Part 3: Beer Festival Planning

First, the event theme

Cool summer, icy, cool, big beer, carnival

Second, the purpose of the event: through the promotion of summer sales of goods - beer, to promote popularity, set off the climax of off-season promotion. The beer promotion and the “Beer Night” throughout the Oktoberfest are the two major promotional themes, and propose the concept of hotel fashion elements and active community culture life.

Third, the form of promotional activities:

Location: All the boxes and decks of the hotel, the front door of the hotel

Product Promotion Organization:

During the promotion period, each manufacturer is required to provide special product gift support.

Buying gifts as the main form of promotion, requiring manufacturers to provide specific ways to buy gifts, customers buy more brands to buy more gifts, set up a gift station in the gift area outside the store, such as customers buy XX beer three times a piece, etc., strengthen buy More affordable sales concept. Other brands in the giveaway area can also arrange free tasting and other promotions.

The products are displayed in accordance with each brand as the standard unit, so that each brand has a pile of heads and expands its product image. Each manufacturer must ensure that the supply is abundant and the price advantage is obvious. Each stack is arranged with a promotion promotion key, free to try.

Event exhibition brand: the procurement department agreed

Fourth, the activity plan

1. During the event, the hotel will focus on the hotel, and the sales promotion will be the main form, interspersed with free tasting, prize-winning competition, prize-winning participation, and performances.

2. The closing ceremony is hosted by the hotel and assisted by the factory.

3. Theme: Beer Carnival Night

4, the main slogan: hot and hot summer ice cool Huang

5, buy more, more affordable

6, beer boxes stacked modeling mountains.

V. Date of the event

20XX X-X-X-X Day

VI. Poster DM

1. Poster time: before the event

2, poster specifications: 4P, 80G coated paper

3, the poster photo deadline is July 12

4, poster products: 20 food departments, 10 non-food departments, 20 fresh department, set the cover for beer special edition.

5, a total amount: 2300 yuan

design:

Responsibility to follow up:

Fifth, the scene design

A, outside scene layout:

1, stage background light cloth

- Copywriting: Reference slogan

--- A total amount of money:

2, water background background adhesive

- Copywriting: Reference slogan

--- A total amount of money:

3, arch type: light cloth

- Arrangement: on the arch

- Copywriting: Huang Beer Beer Carnival

--- A total amount of money:

B. Interior scene layout:

1. Hanging period: KT board double-sided

- Copywriting: Reference slogan

——Arrangement: 5 cashiers on the first and second floors, 10 on the beer street, 10 in the air

- In place: July 12

--- A total amount of money:

2, beer street theme

——The theme: mainly based on four brands of beer

——Arrangement: Hanging in the air

- In place: July 16

----Responsible:

Work arrangements

1. Ssangyong Arch

- Quantity: 1 seat

——Specification: span 15m

- Copywriter: Hot and humid summer, cool in the end, Huang Beer Beer Carnival

- Arrangement: exaggeration between the gates

- In place: July 16

----Responsible person: Receiving department

2, the stage is built

- Quantity: 1 seat

——Specification: span 18m-10m

- Background copy: hot and humid summer, cool in the end, Huang merchant beer carnival night

——Location: outside the gate of the FA Fa Lang shop

- In place: July 24th at 16:30

----Responsible person: Supplies Department, Loss Prevention Department

3, audio

- Quantity: 1 set

——Specifications: two main speakers, two backup mid-range speakers

——Support: wireless microphone

- Placement: for stage use

- In place: 17:30 on July 26

----Responsible person: Receiving department

4. Purchasing Department matters

---Supplier large-scale on-site promotion invitation invitation

---Special offer and gift supply, cost support negotiation

--- On-site off-site event venue allocation and related negotiations

Seven, "Beer Festival" large-scale event details

Activity time: July 11th to July 18th

Main contents of the event:

July 17-25, "Big Beer Sale"

Closing Ceremony of the "Beer Festival" on July 25th

Activities:

First topic content

A. Announce the opening of the "Beer Festival" and introduce the following contents:

1. The time of the "Beer Festival"

2. Beer brands participating in the exhibition

3. Preferential policies for the period of the event

4, "Beer Night" activities and daytime store activities

B, beer legend, introduce the following content

1. Beer brewing process

2, the origin of beer

3. History and performance of several brands of beer

C, beer show: several kinds of beer, magic, acrobatics

D, singing and dancing performances: beautiful voice, nationality

Performing Arts Requirements:

1. The natural integration of several activities, highlighting the theme of “Beer Carnival Night”

2, the performance style is high artistic, the theme is novel and fashionable, and the cultural connotation is deep.
Manager Liu is responsible for:

1. Contact and organize the performers and hostes---Amount: 400 yuan

2. The director of the entire event.

Food department responsible for matters:

1. Arrange and determine on-site advertising promotion

2. Provide on-site beverages

3. Collect beer information: brewing process of beer, origin of beer, history and performance of several brands of beer, etc.

The cashier department is responsible for:

1. Broadcasting in the store

Department of Loss Prevention Department: Maintaining order on site

The planning department is responsible for matters: venue layout

Purchasing Manager Responsible Matter: Program Planning and Venue Arrangement

Big beer sale:

Second topic content

Event theme: Synthetic beer street by several beer companies

Activity time: July 11th to July 18th, 20XX

Activity content: buy gifts, try drinks,

"Beer Festival" Closing Ceremony

Third topic content

Event theme: titled by a beer company

Activity time: 7:00 pm on July 18th...8:30

Form of activity: party

Chief conductor: Manager Li

Activities:

First, the draw

Second, beer legend

Third, the beer show

Fourth, beer knowledge answer

Five, a variety of drinking beer competition

Six, beer reviews

Seven, fun games

Activity 1: draw

Activity 2: Beer Legend

1. Introduce the history, brewing process, taste, performance, etc. of the brand beer by the host

2. The form of the dance drama

Activity 3: Beer show, beer dance

Activity 4: Live Wine Show

Activity 5: Alcoholic performance...



Activity 6: Beer knowledge answer, please on-site customer participation activities, a bottle of award-winning beer.

Activity 7: Beer Competition - Super Wines Competition: Please participate in the event.

competition rules:

1) 10 customers were selected and divided into two groups of 5 people each.

2) Each player puts 3 beers at each table.

3) The players use the mouth to bite the paper cup to see who is the fastest to drink.

Prize: two super wines, 1 box of beer

10 participating prizes, 3 bottles of each award beer

Activity 8: Wine King Championship: Please participate in the event.

competition rules:

1) Please ask 10 players

2) The task of each player is: who drinks the most in 1 minute

3) The fastest is the wine king of the night

Award: Wine King: 3 boxes of award beer

Winning prize: 1 box of award beer

Participation award: set 8 people, award beer half box

Activity 9: Beer Review

Rules: 1) Pour different brands of beer into several cups, and the participants will taste it to see who can separate them. After the results are announced, please let the professionals comment.

Activity 10: Drumming and drinking: Please take out eight customers to participate in the event.

Rules of the game: 1) The staff blindfolded and drummed back to the customer

2) 2 cups of beer at each table

3) The drums began to pass, and the customers who drunk the drums to the beer had to drink a glass of beer at their desk.

4) After ten drums, the game is over

5) Results of the competition: There are two cups in front of the table for the winning prize, and one cup for the encouragement prize, and the winner can also get the participation prize.

Award: Winning Prize: A box of award beer

Encouragement Award: Award Beer Half Box

Participation Award: Two bottles of award beer

Activity 11: Blindfolded glasses of wine: Please appear in the event of customer participation

Game rules: 1) Please invite 6 couples or friends to participate in the event

2) One male and one female station, blindfolded, the distance between the two ends is 8 meters

3) After the start of the announcement, the drummers take a step closer to each side, and after 6 steps, they hit the long drums.

4) The result is a winner and a participation prize. The winner is the winner of the cup, and the participation prize is the participant.

Award: Winner: 2 pieces of beer

Participation Award: 1 Prize Beer

Event Description:

1. Submit the planning activities and time and place applications for the beer night by each exhibition brand.

2. The order of each session is arranged by the marketing class.

3. During the event, a beer brand will host a beer night outfield promotion every night. The stage will be the center, and the sales promotion will be the main form, interspersed with free tasting, prize-winning competition, prize-winning participation, and performances. The atmosphere of the night market will be fully mobilized.

4. The food, fresh food, food street and other courses in the store will be accompanied by the night market to carry out corresponding promotion activities.

Nine, post-holiday work

1, on-site sanitation cleaning

2. Activity fund settlement

3. Activity report and assessment

Ten, the above fees

Haibao: A total of 2300 yuan

Stage background light cloth: a total amount: 126 yuan

Water bottle background adhesive: a total amount: 54 yuan

Arch type lamp cloth: total amount: 31 yuan

Hanging period: a total amount of money: 456 yuan

Moderator : Total amount: 400 yuan

Total: 3367 yuan


Part 4: Beer Festival Planning

Enrich the summer enthusiasm with the Oktoberfest, release each other's enthusiasm, and light up the night in Huadian City. Use the Oktoberfest to cultivate a beer culture, highlight the unconstrained character, and promote the spirit of Huadian City. The Oktoberfest is a festival of beer, a festival for the citizens, and a festival for the city of Huadian. Of course, it can also be in other forms. For example, the Food Festival, any activity that can form a gathering can be considered. The goal is to create influence. To promote sponsors and products that advertise in the event. In order to expand the visibility of the company.

Secondly, in the booth investment, the title sponsor can obtain a high amount of booth recycling benefits.

Promote the sales of booth owners by the model of the performing arts plaza. In this way, the double harvest of the name and profit is achieved.

General outline

Activity points: With the support of the municipal party committee, the municipal government and the relevant departments of the city, mobilize all forces that can be mobilized, plan, organize and orderly promote beer culture, build corporate brand, promote the spirit of Huadian City, and highlight cultural significance. , regional, commercial, and entertainment features. The Oktoberfest is a comprehensive commercial culture and entertainment project with the main purpose of selling beer in Huadian City. Make it a commercial highlight of Huadian City, a cultural signboard, and a sales dinner for Huadian Beer.

Second, the purpose of the beer festival

In the xxxxx square of Huadian City, the literary program in the form of gears is used to promote the purpose of propaganda for enterprises and institutions on the basis of beer. The aim is to "show the charm of the city and show unlimited business opportunities".

Beer is produced in 165 countries and regions around the world, and beer has become a worldwide beverage. Today, China's beer production has ranked second in the world, and beer has entered thousands of households, becoming an indispensable drink in people's lives. The Oktoberfest aims to spread the beer culture, increase the visibility of beer companies, and further expand the beer market in the three types of cities. By understanding the brilliant achievements of the Chinese beer industry in the past 100 years and the development of the beer industry at home and abroad in recent years, the beer industry has improved its peers. Communicate, promote economic and trade cooperation, create and maintain a civilized, healthy, standardized and orderly beer market order; increase the visibility of Huadian City, expand the exchange and cooperation of Huadian City, and develop the economic and cultural development of Huadian City For a vast space.

Second, the beer festival theme

The theme of this year's Oktoberfest is “xxxxxxxxx”, which highlights the participation of the people and the cultural charm of beer. Product exhibitions, beer drinks, cultural and sports entertainment and other activities will provide unlimited business opportunities for the participating businesses. At that time, the Oktoberfest will also launch large-scale opening performances, float parade, drinking competition, beer culture festival image ambassador selection and economic and trade negotiations.

2.1 Make souvenirs related to the Oktoberfest.

Third, the beer festival site and time

Venue: xxxxxx square

Activity time: 20xx x month x-x day

Fourth, the organization

Organizer: Huadian City Government

Title unit: xxxxxxxx

Sponsored by: xxxxxxxx

Organizer: xxxxxxxx

Co-organizer: xxxxxxxx

Fourth, media publicity

A. Early publicity:

newspaper

Huadian Daily

radio station

The traffic music frequency program is rich in information and large in information, which is refreshing and popular with the audience. The audiences are mainly leaders of enterprises and institutions with own vehicles, taxi drivers, individual traders, and white-collar workers. They are highly targeted and can achieve good publicity.

Huge ad

It is intuitively conveyed to consumers in large traffic areas, effectively cooperating with newspaper advertisements, creating an atmosphere of activity, generating visual impact, and supplementing the shortage of newspaper advertisers.

Main street banner

3-7 days before the event, hang a cross-street banner on Huadian Street.

Promotional lottery

The printing promotion prize, the content of the lottery is a bottle of beer during the Oktoberfest exhibition. Merchants participating in the Oktoberfest can present lottery vouchers according to their spending power. For example, if you purchase a vouchers with a spending of 20 yuan or more, you can not only play a promotional role, but also drive the turnover of beer festival merchants to increase the popularity of beer companies. The purpose of operating income.

B. Advertising during the Oktoberfest:

News report

Through a variety of cultural activities, the Oktoberfest promoted the famous enterprises of Huadian City, stimulated consumption, activated the market, enhanced the popularity of Huadian City, and expanded the foreign exchange and cooperation of Huadian City to develop the economic culture of Huadian City. Open up a broader space. This novel cultural point of view will surely become the news focus of Jincheng's economic culture.

On-site promotion

1. Outdoor advertising: large-scale electronic mobile screens, event background background panels, cultural gallery panels, arches, columns, and airborne.

2, TV advertising

V. Beer Festival activities

Beer Culture Gallery Show

During the Oktoberfest, a beer culture knowledge exhibition was held in the square. The main contents are: the history of beer, the status quo and beer culture; beer in China; drinking beer common sense; Guinness of beer; beer humor and anecdote; brand name beer.

Title brand beer float parade

During the Oktoberfest, eight ornately decorated beer floats were paraded twice a day in the main commercial streets of Huadian.

Opening ceremony and performance

The opening ceremony of the Oktoberfest was held at xxxxxxx Square on the xxxxxx day of 20xx. Invite provincial and municipal leaders and guests to participate; and organize cultural performances.

Pop quiz

There are prizes and answers, highlighting the cultural characteristics of beer companies, strengthening the effectiveness of advertising, and displaying corporate image.

Beer competition

1. Every day, in the xxxx square, beer competitions for 5 minutes of beer and beer fast drinks will be held. There will be daily awards, and the crowns and runners who will be produced every day will be in the finals on May 7th. The runner-up gave a big prize.

a, 5 minutes drinking competition:

1) The competition is divided into two groups, male and female. According to the order of registration, 50 people per day, each group of 5 people, a total of 10 groups.

2) The whistle at the beginning of the referee competition is the end of the contestant. At the end of the whistle, the cup is off the mouth.

3) The referee decides whether the results of the competition are true and effective according to the amount of beer thrown by the competitor.

4), one male and one runner-up each night.

b, fast drink competition:

1) The competition is divided into two groups, male and female. According to the order of registration, 50 people per day, each group of 5 people, a total of 10 groups.

2) On the competition table, the same beer is filled in the same five measuring cups. The referee whistle sounds, the drinking time is counted, and the five referees supervise one person. The shortest time wins.

3) One male and one runner-up each day.