Dealer Annual Meeting Planning

Part 1: Dealer Annual Meeting Planning

First, clear the theme of the meeting

The theme of the meeting should be clear. The purpose of the dealer meeting is to order. Therefore, the theme of the meeting does not need to be named "a certain dealer exchange meeting, a certain manufacturer association", etc., but should go straight to the theme, " "A certain brand ordering meeting in a certain area" allows all dealers to understand that the purpose of the manufacturer's meeting is to order, to avoid the psychological preparation of the dealers without ordering, so that both parties are not satisfied.

Second, enrich the content of the meeting

1, the content of the meeting should be educational

Nowadays, many brands' ordering meetings have already flown in the clichés. Find some customers to listen to the basic situation of the company personnel to read the company, then eat and drink, let the company's business personnel and dealers on the wine table "drinking quantity is sales" and then again Do other activities to attract dealer orders. After the meeting, the company settled the account, the profit can not support the expenses, the agent is sullen, and later said that the dealer meeting is afraid, the dealer is no longer interested in the dealer meeting of the agent, because holding a trade fair in addition to taking money to eat and drink There is no other practical meaning to go to the order, and like the agent, you can't see the benefits and can't learn anything. Therefore, I believe that in addition to promoting the brand to the dealers, the content of the conference will be more selective to improve the dealer management level, help analyze the industry development trend, guide the dealers to make better promotion programs, how to teach and teach Promote the brand products to consumers, and help analyze the advantages and disadvantages of the products, etc. The theme of the conference is the theme of the conference. I believe that dealers will be more interested in the above topics.

2, the conference host should be professional.

The professional conference host will make the atmosphere of the venue easy and bright, and also allow dealers to strengthen the company's professional image and grand attitude.

3, meeting time

The time period of the dealer meeting: before the product sales season and after the product sales season.

The time of the meeting should not be too long or too short. The four-hour principle should be adhered to. The first hour focused on promoting the selling points of the company's brands and products. In the second hour, the company manager should be invited to make a speech on the theme of the meeting, and at the same time announce the sudden policy of the meeting. The third hour should be based on a literary program or an active atmosphere. The fourth hour, to visit the venue to display products and order on the spot.

Third, enhance the effect of the meeting

The pre-conference work is mainly:

The details of the invitation to the order meeting are to identify the person who plays a decisive role in the order meeting.

Determine the main items of the ordering conference: As the product items of the enterprise, it is often not a single item. Therefore, which product should be used as the main product, it is necessary to fully explore the market and find out the products with the biggest opportunity, such as the current In the product, it is necessary to highlight the differentiated product DS-001 learning DVD, fully highlighting its selling point. The details are to avoid the main items being promoted or the promotion products are not focused.

Formulate the order policy of the main push item: that is, what kind of promotion policy should be adopted for the main product, in order to expand the order quantity, the promotion policy will not affect the effect of the order meeting, the details are the formulation of the order policy.

Determining the theme of the trade fair: There is a reason to sell the product, and the opening of the order will also require a head to determine a theme. Otherwise, the promotion of the open order will make the customer have a precautionary mentality.

Do a good job before the order meeting and customers to find the bottom, on the one hand, before the situation to allow customers to have a correct understanding and psychology and preparation, while at the same time through the market situation to determine the core customers, the order will be targeted.

Do a good job of site selection: mainly based on the number of people invited, the size, the selection of the meeting place, the selection of the site, to facilitate transportation, easy to find this.

Prepare the time schedule and ordering materials, send an invitation letter according to the invitation, indicate the time and place of the order meeting, and also send the product information, price list and promotion notice to the customer.



Third, 20XX dealers annual meeting positioning: moving, innovation, passion

This annual meeting needs to reach the participants to move, inspire and enhance confidence;

Highlight the sincerity, enthusiasm, innovation and passion of the A brand;

It demonstrates the strong strength of A brand, the determination of win-win for manufacturers, the clear planning of A brand brand and the effective marketing management measures.

Fourth, the theme of the annual meeting: "Join hands and win together, the sword refers to the global" 20XXA brand strategic cooperation summit

V. Main contents of the annual meeting: conference reception, conference exchange, award ceremony, dinner appreciation, tourism organization

Sixth, the annual meeting time: March 2, 20XX, officially held on March 3, March 4, travel, return

Seven, the meeting process

Meeting stage

1, 8:00---8:05 host opening remarks

2, 8:05---8:10 A brand chairman's speech

3,8:10---9:00 A brand marketing strategy planning and 20XX annual marketing plan

4, 9:00---10:00 Pipeline industry manufacturers cooperation "how to see seven"

5, 10:00-10:15 Excellent dealer representative speech topic

The footprint of growth---share and the growth of A brand

Successful happiness---successful market operation experience sharing

Prospects for development - sharing your future plans and expectations for the A brand

6, 10:15---10:30 morning meeting, organize the car

7, 10:30---11:30 production base visit

8, 11:30---12:00 restaurant seating

9, 12:00---13:30 restaurant dining

10, 13:30---14:00 Awards venue

Award stage

1. Opening dance: Latin dance

2, the host opened the white

3, review articles

Program: Women's Music Show

First round of awards, first round of draws

4, commitment articles

Program: Multiplayer Acrobatic Show

Second round of awards, second round of draws

5. Outlook

Option 1: Choosing a white female singer means that the A brand is not only Chinese, but also the world, showing the style of a world-class enterprise.

Show: "Tomorrow will be better" song and dance performance

Option 2: A brand product show, highlighting the noble and elegant temperament of A brand products in the form of fashion and artistic expression, and highlighting the connotation of A brand brand deep and international.

The third round of awards, the third round of draws

6, love articles

This award ceremony is another intimate communication and emotional exchange between the A brand and the customers. The feelings accumulated in each other for 17 years are deep and deep, and the emotion is sublimation at this moment;

The program, singing Zhou Huajian's "Friends", with friends as the end of the awards ceremony

Discussion and exchange stage: 16:30---18:30

1. Chairman's symposium---The regional managers have determined that 5-10 regional excellent dealers will participate in the development of the A brand, and communicate with the chairman in face-to-face according to the market competition.

2. Business personnel from all regions go to the customer's room to negotiate and communicate.

Dinner stage

After a formal meeting for one day, the dinner was positioned as relaxed, free and unrestrained. In the form of expanding dealer participation as much as possible, the specific program can be eclectic, focusing on creating an entertaining and relaxed atmosphere.

1. Sincerely, the words "happy"

Customer service staff collective dance

Marketing staff chorus combination

Customer program 1

2, love is really cut, cup of wine deep "love"

Marketing sketch

The customer service staff collectively recited: "We are such a group of people"

Customer program 2

Customer program 3

3, heart and hands, wine "alcohol" deep "far"

Cross talk: "buy" and "sell"

Customer program 4

Customer program 5

The sales department personnel collectively sang "the person who is a soldier"

4, play "unforgettable today", the end of the party, invite customers to take a group photo

Eight, the award ceremony stage creative

The awards ceremony is divided into four stages: review, commitment, outlook, and love.

Review

At this moment, the A brand and the customers have returned together for the first time in 16 years.

Every bit of the way to today, mutual support and tolerance;

Nostalgic and classic programs can express the profound meaning of this chapter. Looking back, I am moved to let the A brand and customers integrate into the nostalgic atmosphere.

The program uses the performance of women's music to interpret the cooperation between manufacturers, and interprets past memories through classical folk music.

Commitment

With 17 years of follow-up, the A brand has always strengthened its commitment, and mutual trust can come to today's cooperation;

Program: Multi-acrobatic performances, because of the trust and cooperation of acrobatics, can ensure the smooth and successful acrobatic performance, to interpret the true meaning of cooperation and trust, and to demonstrate the 16-year commitment and mutual trust of A brand and customers;

Outlook

A brand and customers go to the future together, look forward to the future, look forward to and write a better tomorrow;

The program form always shows the care of A brand and the expectation of a bright future. A brand and customers will always go hand in hand to tomorrow;

Option 1: Choosing a white female singer means that the A brand is not only Chinese, but also international, showing the style of a world-class enterprise.

Show: "Tomorrow will be better" song and dance performance

Option 2: A brand product show, highlighting the noble and elegant temperament of A brand products in the form of fashion and artistic expression, and highlighting the profound and international connotation of A brand brand.

Strong love

This award ceremony is another intimate communication and emotional exchange between the A brand and the customer.

The feelings accumulated in each other for 17 years are deep and deep, and now it is emotional sublimation;

The program is, the singer sings Zhou Huajian's "Friends" and ends with a friend as the awards ceremony.

IX. Organizing tourism: Confirming travel to Singapore, Malaysia and Thailand

X. Site layout

Hotel entrance: Arches gas column "Join hands and win together Sword refers to the world"

A brand LOGO van and van

A brand person welcomes: "A brand welcomer" constructed by two men and one woman A brand tube, adopts the size of real person, hands to do "please" posture, next to the use of Yi Labao writing "A brand welcomes you".

Inside the venue: congratulations banner of each association unit

The hotel arrives at the venue's signboard and roll up "A brand welcomes you"

Arrangement of seats in the awards venue

1. The first few rows are arranged for the company to return customers.

2, all other with colored balloons or other marking lines as the division of each district

Star Avenue setting: Choose 30-50 meters to red carpet in the passage into the large conference room to create the atmosphere of the Avenue of Stars.

Background wall: "Working together for a win-win situation, the sword refers to the world" 20XXA brand strategic cooperation summit

Vertical banner in the venue

XI. Analysis of creative strategies

Theme creativity

"Joining a win-win situation, the sword refers to the global" 20XXA brand strategic cooperation summit. "Joining hands and win-win" is the key to the cooperation of manufacturers, and is the common aspiration of manufacturers; "Sword refers to the world" highlights the high-end goal of A brand; "20XXA brand strategic cooperation summit" to enhance the specifications of this dealer's annual meeting, The general dealers' annual meeting will be upgraded to the level of the strategic cooperation summit to attract the attention and expectation of the merchants.

Meeting content creative

“What do you think of the seven in the pipeline industry?” refers directly to the nature of the cooperation between manufacturers and uncovers the topics that are easily hidden from the cooperation between manufacturers. The seven issued by the central government, real, objective, fair, and highly responsible, unveil the nature of current social life, economic development and other issues, and guide the people to establish correct concepts. The "pipeline industry, how to look at the seven" will face the main focus and differences in the cooperation of manufacturers to face-to-face analysis, showing the brand image of A brand integrity, objective and highly responsible.

Dealer speaks creatively

The main theme of the dealers is about the common growth of distributors and enterprises, market operation experience, successful case sharing, and joint development plan with A brand. The main topics for the speeches are:

The footprint of growth ------ sharing the history of the growth of A brand

Successful happiness ------ successful market operation experience sharing

Prospects for development ------- share your future plans and expectations for the A brand



Awards will be enrolled in the creative

1. The divisional team enters the venue: First, the first, second and third row of company rebates enter the venue, queued four to five rows, and other regions, about 40 people at a time, queued around 4 rows.

2, when walking through the red carpet, there is a full-time videographer to shoot, in preparation for the clip, for the production of this summit CD.

3, fashion and beautiful professional models lead through the Avenue of Stars: When walking on the red carpet, four professional models in the front, back, left and right corners of the team, after guiding the party customers to walk through the Avenue of Stars, by each The regional manager leads a number of business personnel to guide customers in this area to seat in various regions.

After the opening dance of the conference, the big screen broadcasts the fragment of "Founding of the People's Republic of China", using Mao Zedong's sneak peeks and pointing at the fragments of Jiangshan. In fact, the dubbing "A brand grand blueprint" not only highlights the big brand style of the A brand, but also the scale of the " Humor" under the participants.

Using the model product show, through the visual impact of the model catwalk and the exquisite product packaging, the elegant, graceful, luxurious, international and other elements of the beautiful model and fashion clothing are combined with the traditional and ordinary pipe products. Enhance the brand image of A brand.

During the awarding ceremony, the dealers’ business history and the sadness behind them were interviewed: mainly interviewing relatives, friends, employees, etc. behind the silent support, to arouse the spiritual resonance and emotional shock of all the participants, and then realize that they have obtained The achievements are inseparable from the support of family, friends and employees, but more importantly, how to achieve the integrity, friendship and harmonious cooperation with the manufacturers.

Innovative site layout: A brand-name pipeline connection, made "A brand welcome clerk" to highlight the careful and focused details of the A brand.

Greeting card transmission signed by the chairman of the board: In the room where the customer stays, prepare the greeting card signed by the chairman in advance to let the customer be deeply respected and moved.

Dinner party toasting ideas: use toasting to divide the party into three stages, with toast as the main line, series of programs, to express the enthusiasm and piety of the A brand.

1. All the marketing staff of the venue before the start of the party collectively boarded the stage and toasted

2. The story of the touching between the marketing staff and the dealer: The relevant marketing personnel will thank the dealers on the stage and invite them to accept the toasting of the marketing staff. For example, “When you first started doing business, the company had regulations: marketing personnel should not borrow money from customers, but customers can help sales staff in time after they know the situation”.

3. The sales manager tells the story of the moving between the A brand and the A brand customer. For example, “There is a disagreement between the business personnel and the customer on the management or project public relations ideas. Later, the two sides recognize each other and work together to achieve brilliant achievements. "Toast to the customer and push the party to a climax."

The summit passed some innovations in detail, such as “A brand welcome staff”, “customer business place, personnel interview”, which made customers feel the nuance of Hongyu company on the one hand, and stimulated their own business on the other hand. Through the memories and reflections of his own people and things, establish the correct business philosophy; in addition, through the innovation of the program, the connotation of the program and the theme of the company awards are highly consistent, while appreciating the program, further touching the participants heart.


Part 3: Dealer Annual Meeting Planning

Part 1: Overview of background and objectives

A background analysis:

1. With the popularization of home appliances to the countryside policy information and the strengthening of the supervision of relevant government departments, some solar energy winning enterprises in the countryside continue to explore the Hubei market, which is not only the need of market layout, but also the helplessness of the government regulatory authorities.

2. The solar-powered bidders seized the opportunity of solar energy to go to the countryside, and relied on the eastward wind policy of solar energy to go to the countryside, and it was the right time to expand the land.

3. Distributors are the most valuable resources of solar energy companies. Whoever has the resources of distributors, whoever stands on the market to expand the right to speak, has no disadvantage.

4. The successful holding of the Zhengzhou Association will further enhance the influence of the brand, and will quickly transform the influence into the value of wealth and increase the income of the channel division.

II Overview of objectives:

1. Further consolidate the successful achievements of Zhengzhou, and further explore and form a complete set of successful mode.

2. In the hot provinces of the solar energy to the countryside, accumulate dealer resources and strengthen the Damei brand.

3. Achieve strategic partnerships with some of the winning bidders to achieve a national roving convention.

4. Increase the number of dealer members, explore the new profit model of the channel division, and increase departmental revenue.

Part II: Activity Overview

One positioning

Partner & Win-Win

Second theme

▲Solar Distributors Fortune Forum and Product Brand Promotion Conference

▲Solar Distributors Fortune Forum and Strategic Partner Alliance Ceremony

[For Enterprises: Regional Marketing Strategic Partnership, National Marketing Strategy Partnership]

[For dealers: star service strategic partnership]

Three times

The afternoon of July 7, 20XX - the morning of July 8

Four locations

Beijing Hall, 2nd Floor, Jiangcheng Hotel

Five organizers

Six undertaking units

Seven media support

Eight activities

1. Speech by leaders of relevant associations in Hubei Province

2. Reseller member representative speaks

3. Training instructor training

4. Corporate brand product recommendation

5. **** Company licensing ceremony

6. Manufacturers interact with dealers

7. ***********Reseller member signing

8. Interspersed with lottery and gift appreciation activities

9. group photo

10. Dinner

Nine event agenda

Ten target dealer customers

400 people

Remarks: How to collect?

1. Choose 1-2 loyal members of the solar energy dealers, and set off the atmosphere at the meeting;

2. Carpet-style visits, collection of directories, and details of the importance of the Fortune Forum.

3. Dealer member call back invitation

4. Old member transfer introduction

Tool information

Work permit, company product information, past dealer activity overview, dealer ten member service brochures, invitations, tickets, conference manuals, participation receipts, etc.

skill

1. Telling about the solar energy policy to the countryside

2. **********Industry influence

3. The role of dealers in the marketing process

4. Zhengzhou will focus on

5. This meeting is a detailed introduction, focusing on the benefits of the meeting.

6. Formally invite and sign the participation receipt.

XI Material preparation

Serial number

Material name

Remarks

1

Invitation card

Scale printing

2

Ticket

Manufacturer sponsor

3

background

Venue, dinner

4

Manufacturer billboard

5

Company self-promotion

6

Table sign

7

work attire

8

Camera

9

projector

10

Company related products

11

Company video material

12

Dealer journal

13

Participation receipt

14

other

Part III: Output Analysis

a sponsorship program

Sponsorship: Co-sponsorship

How to pull sponsorship?

1. classification:

▲ winning bidders, non-winning bidders

▲Sponsor: limited the whole machine, accessories, regional brands, national brands and other units to participate

2. Way: office recruitment, newsletter

3. Speech:

▲ Focus on screening and bidding for the solar-powered bidders in Hubei. By analyzing the operation of the Hubei market, the sponsors will be locked in advance.

▲Information can be released to relevant sponsors through the positioning and meaning of the program itself.

▲ Focus on the content of this event and strengthen the effectiveness of the on-site meeting.

▲ Focus on the value-added feedback of sponsoring companies

Sponsorship amount

1. Venue sponsorship fee: 50,000 yuan

2. Dinner sponsorship fee: 40,000 yuan

3. Gift sponsorship

Sponsorship return

1. Live background board LOGO

2. Live ad slot

3. On-site prototype display

4. Live advertising screen

5. Inner color advertisement

6. High-end interview

7. Online news reporting and homepage advertising

8. "Distributor's Journal", using the ****** release channel to issue normally.

9. *****Inner color advertisement

Two expense budget

Serial number

Types of section

Amount

Remarks

1

Total income estimate

200,000

Estimated 5

2

Total investment

1 material

2 accommodation, food and beverage expenses

3 company personnel travel expenses

4 other

Part IV: Implementation phase

A schedule and division of labor

Serial number

Project preparation

project instruction

Executive

1

Project commander

2

Sponsored pull

3

Dealer recruitment

4

Program refinement and venue layout

5

Invitation card

6

Tickets and participation receipts

7

Company self-promotion

8

Table sign

9

clothing

10

Camera

11

projector

12

Live shooting

13

Field personnel division

Responsible dealer by region

Two effect evaluation

1. Quality improvement, attractiveness: establish a benchmark for dealer training conferences, form a model; strengthen the quality of the conference process, enhance the industry influence of the dealer tour conference; further strengthen the ******** as the industry media should play The role of the hub, the communication, communication and interaction between the connected companies and the dealers to achieve a win-win situation for all three parties.

2. Level improvement, sponsorship fee increase: Through the control of the quality of the event, the level of the activity will be improved; with the influence of the industry, the advantages of each product resource will be complemented to form an effective link; Through the process control, the sponsorship fee will be further increased and the operating income of the channel division will be increased.