Large shopping mall supermarket Spring Festival promotion planning book
During the Spring Festival, consumers' consumption aspirations are stronger, consumption decisions are more rapid, and shopping goals and objectives are more clear. Therefore, during the Spring Festival promotion period, in order to avoid the long, disorderly, messy and distracting information transmission, consumers should choose to deliver the promotion information of a single simple theme and seize the customer's figure. Everyone in the Spring Festival is looking forward to the next year, and the Spring Festival shopping also hopes to discuss a "mouth color", seeking wealth and praying for peace.
The various folk activities such as the Spring Festival couplet have fully reflected this cultural connotation, and at the same time created the prosperity of the festival supplies market. The Spring Festival is a reunion festival for Chinese people. It is responsible for the important social functions such as ceremonial exchanges between relatives and friends, emotional contact with colleagues, and venting good feelings. The relationship between visiting relatives and friends, greetings and blessings, and family reunion is the prosperity of the new year and gift market. Buy the atmosphere, buy the feeling, buy the service, buy the benefits. The festive atmosphere has greatly stimulated the desires and impulses of people to consume.
First, the Spring Festival promotion is nothing more than price reduction, bundling, gift, redemption and other forms can be achieved through a variety of information communication methods to reach consumers in a step-by-step approach to achieve sales targets:
1. Media communication. This is the traditional way of communicating information and communicating with consumers, using media, broadcasting, television, newspapers and other media to introduce activities and group purchases that can affect the consumption of target consumer groups. The choice of media, the frequency of delivery and the theme of each launch should be determined according to the specific requirements of the event. The purpose is to guide consumers to pay attention to this promotion, which is the first step to promote consumption.
2. The sales are vivid. The store shelves, stacking display, pop layout, and environmental atmosphere are vividly arranged to remind consumers about the promotion activities. In the process of vivid sales, we must pay attention to highlighting the theme and see at a glance. Generally, the exhibition will be completed in the first 3 days of the event and the day before. This kind of communication will not only deepen the atmosphere of the Spring Festival, but also be closer to the people.
3. Personnel promotion. This is the most direct way to communicate with consumers. Set up event redemption points or direct sales inside and outside the store, and through the direct communication between the promotion staff and the consumers, face-to-face communication information is conveyed to consumers, prompting consumers to generate purchase behavior.
Second, different communication methods for different stages of consumer psychology Each of the above communication methods has its own different characteristics. It is necessary to choose different communication methods according to different stages of consumer psychology, but this kind of connection is flexible and should be grasped. The following features:
1. Attention, interest, association, desire stage: mainly use media, market shocks and other means to guide consumers to the terminal.
2. Belongs to the stage of desire, comparison, conviction, and decision: Mainly adopts vivid and personnel sales methods to prompt consumers to quickly make purchasing decisions.
During the Spring Festival, about 50% of the consumers are entering the store just because they have not yet received any promotional information or because they have to buy such products. Therefore, vivid and personnel sales are crucial. important.
3. The high-margin goods in the Spring Festival should be displayed in the form of piles. The piles should have a strong impact. They must have an imposing manner. They should pay attention to the shape of the piles and can be designed with the traditional Chinese festive image.
Third, conscientiously do a good job in the display of supermarkets and supermarkets, including all the display points in the store, such as shelves, counters, piles, special shapes, freezers, etc., the conventional display standards of these display points, in addition to light weight, First-in-first-out, various brand products, but also pay attention to the color of the mix. In addition, in the event, the display should also pay attention to the following main principles:
1. Consistency principle means that all the exhibition points during the promotion period express the information of this promotion, and should not contain other non-this promotion information or outdated information.
2. Emphasis on the principle, refers to the core brands and packaging that highlight the promotion. It can be embodied by means of centralized display, increasing the proportion of exhibitions, and setting up special exhibition spaces.
In the actual operation process of each store, it should be the key to do a good job of display, because the best display standards and principles are reflected by the actual display operation. The problem often encountered during the Spring Festival is that due to the large sales volume, the products stacked on the stacking or shelves will not be taken up by the customers for a long time, and it is too late to replenish or replenish. First, the theme of the event: inheriting the spirit of Lei Feng, helping you and me. Second, the purpose and significance of the event:
1. Carry forward the spirit of Lei Feng and give love to the poor students;
2. Promote the spirit of mutual love and support of the Association, so that more students can understand our association;
3. Train the organization ability of the association's officers to train the next generation of people;
4. Share resources with the tourism management profession, enhance the influence of both parties, and establish a good image of the association.
Third, the event time: March 14th - 15th, 4th, event location: Hunan University of Science and Technology South Campus Food Square, North Campus Telecommunications Intersection 5, event organizer: Lanxiang Aid Association, School of Management Tourism Management VI. Activities: All the teachers and students of Hunan University of Science and Technology.
1. Preparation in advance
1) The planning department will write the planning book before March 8 and submit it to Liu Xing, the deputy party secretary, and Liu Xing will deliver it to the school and society for approval;
2) Before March 12, the mobilization meeting was held by the delegation secretary He Fengjiao. The president Guo Yihui explained the matters concerning cooperation with the tourism management and determined the list of staff;
3) Before March 13th, the Deputy Minister of the Organization, Liu Binling, will be in charge of contact with each other;
4) Before March 14th, the North and South Propaganda Department will make two posters and post them themselves;
5) Before March 14th, Deputy Minister of Organization Liu Binling was responsible for the preparation of logistics items.
2. During the event:
1) Noon 110:30 - 10:50 arranging the service desk 210:50 - 13:20 officially launched activities, including the service desk to record and sort out donated items, on-site leaflets, fundraising; during the meal 313:20 - 13: 40 check items and donations, close the stage
2) Afternoon
16:40 - 18:30
3, late
On the afternoon of the 15th, Liu Binling and the person in charge of the tourism management together counted all the items and cash and donated it directly to the mutual help. 8. The person in charge arranged:
General Manager: He Fengjiao Contact: Guo Yihui is responsible for the cooperation with the tourism management profession. The first person in charge of the South School: Liu Binling is responsible for the South School Service Desk Management. The second person in charge of the South School: Lin Wei is responsible for the logistics work of the South School, and also assists The first person in charge of the work of the North School, the first person in charge: Ouyang Xinwei is responsible for the North School Service Desk Management North School second person in charge: Liu Xing is responsible for the logistics of the North School, and assists the first responsible person to work as a facilitator: Sun Duoliang Various emergencies and assisting the responsible person to carry out the work smoothly. 9. Budget:
Working meal....................................12×5×4=240
Leaflet....................................1000×0.1=100
Banner.......................................30×2=60
Poster..........................................4×4=16
Unpredictable expenses...........................80
Total.................................496.00
X. Note:
1. All responsible persons should strengthen communication and work together;
2, check the weather forecast in advance, if there is rain, you must borrow a sun umbrella one day in advance;
3. Try to borrow audio and publicize the atmosphere of the venue;
4. The first person in charge is responsible for the attendance record of the staff.
Lanxiang Student Association
March 6, 2019
The various folk activities such as the Spring Festival couplet have fully reflected this cultural connotation, and at the same time created the prosperity of the festival supplies market. The Spring Festival is a reunion festival for Chinese people. It is responsible for the important social functions such as ceremonial exchanges between relatives and friends, emotional contact with colleagues, and venting good feelings. The relationship between visiting relatives and friends, greetings and blessings, and family reunion is the prosperity of the new year and gift market. Buy the atmosphere, buy the feeling, buy the service, buy the benefits. The festive atmosphere has greatly stimulated the desires and impulses of people to consume.
First, the Spring Festival promotion is nothing more than price reduction, bundling, gift, redemption and other forms can be achieved through a variety of information communication methods to reach consumers in a step-by-step approach to achieve sales targets:
1. Media communication. This is the traditional way of communicating information and communicating with consumers, using media, broadcasting, television, newspapers and other media to introduce activities and group purchases that can affect the consumption of target consumer groups. The choice of media, the frequency of delivery and the theme of each launch should be determined according to the specific requirements of the event. The purpose is to guide consumers to pay attention to this promotion, which is the first step to promote consumption.
2. The sales are vivid. The store shelves, stacking display, pop layout, and environmental atmosphere are vividly arranged to remind consumers about the promotion activities. In the process of vivid sales, we must pay attention to highlighting the theme and see at a glance. Generally, the exhibition will be completed in the first 3 days of the event and the day before. This kind of communication will not only deepen the atmosphere of the Spring Festival, but also be closer to the people.
3. Personnel promotion. This is the most direct way to communicate with consumers. Set up event redemption points or direct sales inside and outside the store, and through the direct communication between the promotion staff and the consumers, face-to-face communication information is conveyed to consumers, prompting consumers to generate purchase behavior.
Second, different communication methods for different stages of consumer psychology Each of the above communication methods has its own different characteristics. It is necessary to choose different communication methods according to different stages of consumer psychology, but this kind of connection is flexible and should be grasped. The following features:
1. Attention, interest, association, desire stage: mainly use media, market shocks and other means to guide consumers to the terminal.
2. Belongs to the stage of desire, comparison, conviction, and decision: Mainly adopts vivid and personnel sales methods to prompt consumers to quickly make purchasing decisions.
During the Spring Festival, about 50% of the consumers are entering the store just because they have not yet received any promotional information or because they have to buy such products. Therefore, vivid and personnel sales are crucial. important.
3. The high-margin goods in the Spring Festival should be displayed in the form of piles. The piles should have a strong impact. They must have an imposing manner. They should pay attention to the shape of the piles and can be designed with the traditional Chinese festive image.
Third, conscientiously do a good job in the display of supermarkets and supermarkets, including all the display points in the store, such as shelves, counters, piles, special shapes, freezers, etc., the conventional display standards of these display points, in addition to light weight, First-in-first-out, various brand products, but also pay attention to the color of the mix. In addition, in the event, the display should also pay attention to the following main principles:
1. Consistency principle means that all the exhibition points during the promotion period express the information of this promotion, and should not contain other non-this promotion information or outdated information.
2. Emphasis on the principle, refers to the core brands and packaging that highlight the promotion. It can be embodied by means of centralized display, increasing the proportion of exhibitions, and setting up special exhibition spaces.
In the actual operation process of each store, it should be the key to do a good job of display, because the best display standards and principles are reflected by the actual display operation. The problem often encountered during the Spring Festival is that due to the large sales volume, the products stacked on the stacking or shelves will not be taken up by the customers for a long time, and it is too late to replenish or replenish. First, the theme of the event: inheriting the spirit of Lei Feng, helping you and me. Second, the purpose and significance of the event:
1. Carry forward the spirit of Lei Feng and give love to the poor students;
2. Promote the spirit of mutual love and support of the Association, so that more students can understand our association;
3. Train the organization ability of the association's officers to train the next generation of people;
4. Share resources with the tourism management profession, enhance the influence of both parties, and establish a good image of the association.
Third, the event time: March 14th - 15th, 4th, event location: Hunan University of Science and Technology South Campus Food Square, North Campus Telecommunications Intersection 5, event organizer: Lanxiang Aid Association, School of Management Tourism Management VI. Activities: All the teachers and students of Hunan University of Science and Technology.
1. Preparation in advance
1) The planning department will write the planning book before March 8 and submit it to Liu Xing, the deputy party secretary, and Liu Xing will deliver it to the school and society for approval;
2) Before March 12, the mobilization meeting was held by the delegation secretary He Fengjiao. The president Guo Yihui explained the matters concerning cooperation with the tourism management and determined the list of staff;
3) Before March 13th, the Deputy Minister of the Organization, Liu Binling, will be in charge of contact with each other;
4) Before March 14th, the North and South Propaganda Department will make two posters and post them themselves;
5) Before March 14th, Deputy Minister of Organization Liu Binling was responsible for the preparation of logistics items.
2. During the event:
1) Noon 110:30 - 10:50 arranging the service desk 210:50 - 13:20 officially launched activities, including the service desk to record and sort out donated items, on-site leaflets, fundraising; during the meal 313:20 - 13: 40 check items and donations, close the stage
2) Afternoon
16:40 - 18:30
3, late
On the afternoon of the 15th, Liu Binling and the person in charge of the tourism management together counted all the items and cash and donated it directly to the mutual help. 8. The person in charge arranged:
General Manager: He Fengjiao Contact: Guo Yihui is responsible for the cooperation with the tourism management profession. The first person in charge of the South School: Liu Binling is responsible for the South School Service Desk Management. The second person in charge of the South School: Lin Wei is responsible for the logistics work of the South School, and also assists The first person in charge of the work of the North School, the first person in charge: Ouyang Xinwei is responsible for the North School Service Desk Management North School second person in charge: Liu Xing is responsible for the logistics of the North School, and assists the first responsible person to work as a facilitator: Sun Duoliang Various emergencies and assisting the responsible person to carry out the work smoothly. 9. Budget:
Working meal....................................12×5×4=240
Leaflet....................................1000×0.1=100
Banner.......................................30×2=60
Poster..........................................4×4=16
Unpredictable expenses...........................80
Total.................................496.00
X. Note:
1. All responsible persons should strengthen communication and work together;
2, check the weather forecast in advance, if there is rain, you must borrow a sun umbrella one day in advance;
3. Try to borrow audio and publicize the atmosphere of the venue;
4. The first person in charge is responsible for the attendance record of the staff.
Lanxiang Student Association
March 6, 2019
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