Home appliance company on-site promotion activity planning book

It has been a long time since the company did sales work. Now I am mainly responsible for the sales of home appliances. Due to the impact of the financial crisis, the performance of home appliance sales has dropped significantly in the recent period. The pressure of the company is very high. As a person responsible for the sales of home appliances, I am under greater pressure. After passing the company's application, we proposed the day of home appliance promotion activities, hoping to get rid of the current difficulties in home appliance sales, I hope I can do better! After my planning, I wrote my plan book :

First, the term

From xx xx xx to xx xx xx, for 3 months.

Second, the goal

Grasp the climax of shopping, hold a "supermarket relay big move", promote xx company products, assist dealers to clear inventory, improve the company's business objectives.

Third, the purpose

Grasp the shopping tide of Christmas, New Year's Day and wedding honeymoon period, attract consumers' interest in the “Remote Move” activity, and guide the purchase of xx products to achieve the promotion effect.

Taking the excellent performance of xx products as the main incentive, the relay moved to sp activity as a means of sales, following this principle, we must pay attention to the subject and guest status of newspaper advertising performance.

Tv advertising, in order to win the international consumer, the promotion and appreciation angle is equally important, it is intended to provide a 30-minute live move, try to move the live program, and capture the 15'' advertisement with cf as a TV spot. Strive for the promotion of elegance and popularity, causing strong demand from consumers.

Pop: cloth flag, poster, leaflet, lottery ticket.

Fourth, hold a "dealer briefing session"

In order to cope with the international market development strategy and increase the promotion effect of the event, it is planned to co-organize the “Declaration of the Year-end Promotional Activities” with the company and the company's business units, and the meaning, content and practical benefits of the event. Do a live explanation to get full assistance.

Fifth, the content of advertising activities

Activity schedule

Note: The date of "relaying big move" is scheduled around Christmas, for two reasons:

1. Before and after Christmas, it is the peak period of purchase, which should be grasped.

2. Before and after Christmas, it is a very busy time for customers in the target market. The traffic is bound to be crowded and the traffic problems are not easy to handle properly.

Activity area

In the xx countries a, b, c3, each department store with a supermarket is held.

Activity award

1. "Big Relocation" lucky prize

200 in a place, 150 in b, 150 in c, as shown in the following table:

"Relay of the big move" lucky award geographical distribution

For households, each household is limited to 10 minutes;

Each household is 10 minutes and is carried out by relay.

2. "Guess the guess" activity award

Completely guess the right one, the same amount of prizes as the highest amount of money, and guess the middle, equally.

5 prizes, the closest to the highest amount, each gift xx brand home theater set, super lottery decision.

Activity description

1. Receiving period: From xx xx xx to xx xx xx xx to xx xx xx xx to xx xx □, trials are held in a, b, c3, except for selected department stores The company itself is widely publicized, and the video is filmed on the scene. The program is broadcasted at 8:00 on the xx xx day to promote the audience's content, and at the same time cut the 15''cf "test" situation and make a TV break. Widely publicized, stimulate sales, increase the number of recycling.

2. Reasons for two draws:

The opportunity to buy a lottery early is high. If you are not in the first time, you can also participate in the second draw.

The period of the event is long, and the lottery can be borrowed to stimulate the consumer to resume sales climax.

3. Qualifications and methods

Supermarket relay big moving part

Those who purchase xx company products worth US$1,000 from the event day, and use 1000 dollars as one unit, can obtain a lucky coupon from the local distributors, participate in the lucky draw, buy more and send more.

a. If the TV is 5,120 dollars, send 5

b. Lucky coupons are filled in to the xx head office.

c. 3 places are divided into three areas of North, Central and South, and the lucky coupons are also divided into three colors.

d. The reason for giving a lucky coupon for $1,000 is as follows:

a. Not limited to buy xx home appliances to participate, all of the xx company products have mutual promotion.

b. Allowing consumers to hold more lucky coupons according to the amount of purchases is more attractive.

c. There is no difference in the amount of the budget award.

d. The dealer will receive the lucky coupon according to the amount of the product in each product, which can be p. r. use

e. Xx companies, dealerships, and employees participating in planning and activity units and their relatives shall not participate in the prize-winning activities, and those who are drawn are deemed to be ineffective.

"Guess the guess" section

Anyone can participate, guessing that the 3rd districts have a large number of relocations and move the most, and the guesser can get the same amount of prizes. If two or more people guess at the same time, they will be divided into prizes. another

Choose 5 people with similar numbers, each giving a set of xx brand home theaters. The xx month xx day is closed.

Lucky wedding honeymoon round-the-island tour

Those who were selected as the lucky ones to participate in the “Big Relocation” and also the newlyweds during this event, also presented two honeymoon travel coupons to stimulate the sales of xx products during the wedding period.

Prize budget

Less than $3 million.

The point of improvement with the last "super relay big move"

1. Xx company, xx company dealers and employees participating in the planning unit and their families are not allowed to participate in the lucky draw, and the draw is invalid.

2. During the event, it will be extended for two months as appropriate.

3. The focus is on promotion, and this time it is planned to hold a “dealer's briefing session”. The distribution of lucky coupons is more appropriate and uniform.

4. Using tv to do live program introduction and playing 15''cf, the consumer can understand the supermarket of the department store.

5. The last experience of the product, for the signing of the department store, when the conditions are more favorable to me, will not exceed the budget.

6. The moving time is all set to 10 minutes.

7. On the move day, another invitation letter, please visit the dealer to strengthen the coordination color of the local dealers.

8. The newspapers and the advertising performance of this event all pay attention to the excellent performance and promote the "relay", and the media selection tends to be popular.

9. The use of the media tends to be broad in advertising and strengthens the description of the supermarket.

10. The whole event is divided into two climaxes, the promotion effect is large, and the trial will be given in advance, which will be more helpful for the improvement of the desire to purchase.

11. The dealer policy has been comprehensively improved. Especially a large amount of pp added. The name rate is high.

The supplementary service will also be proposed in the advertisement. In the overall cooperation, there are many improvements.

In general, the company has taken into account various factors. Previously, the company has also done many promotional activities, so I believe that in a short period of time, the company’s home appliance sales performance will come up again, but the profit is less. However, only when the inventory sales are completed will it survive better. The development of the company is now in a difficult situation. Therefore, we must correctly understand the current situation and must do better to survive. I believe our company will definitely Get rid of the difficulties and move towards new glory!