New Year's Day car promotion and promotion program

First, the event background

As the number one mini-car manufacturer in China, the company currently has an annual production capacity of 180,000 units. The expanding ******* is expected to reach 336,000 annual production capacity in XX.

The company's products include a total of 210 models in four series of commercial vehicles, mini vans, mini double-row trucks and micro single-row trucks. In December XX, SAIC-GM-Wuling began to produce Chevrolet spark mini cars, which is the first time to produce Chevrolet-brand cars in China.

SAIC-GM-Wuling has a total of 400 dealerships and 400 after-sales service outlets in 29 provinces, municipalities and autonomous regions across the country. In XX, SAIC-GM-Wuling sold a total of 180,188 vehicles, an increase of 22.8% over the previous year. Through the popularity and reputation of SAIC-GM-Wuling Automobile Co., Ltd. in China, the sales volume of automobiles has increased significantly over the years, and it is well-known in the target market. Today, with unique new styles to meet the needs of consumers at the right time, let people who know how to live better experience life, provide the best for the market, provide the most favorable, and become the ideal of SAIC-GM-Wuling Automobile Co., Ltd. With ambition. To do micro-cars, you need word of mouth. Huzhou Lingtong Automobile Co., Ltd. seized the opportunity to carry out further publicity in the three districts of Huzhou during the New Year's Day.

Second, the purpose of the event

■In view of the micro-car market and target consumers, the pursuit of good reputation, strong motivation, good after-sales service characteristics, to meet the psychological needs of consumers.
■ Leveraging the relaxed fashion psychology that people yearn for, the new Chevrolet spark, which is personalized, fashionable and beautiful, allows consumers to experience the relaxed mood after work.
■ With the concept operation of Wuling Xiaoxuan “Can pull energy”, we will introduce new products – single and double row “small cyclone” cars to further enhance the product's very space concept.
■ Increase the brand image of Huzhou Lingtong Automobile Co., Ltd. by moving closer to the distance between consumers and vehicles.

Third, the focus of activities

■ Targeting customers: Pursue the consumption needs of easy, fashionable and taste, experience the true meaning of life and highlight the personality. , the pursuit of high efficiency, strong momentum, low-risk consumer demand.
■ For the company: understand the consumer psychology, see the market demand, build confidence, create success and enhance the brand image.
■ For the industry: Do not underestimate the competition of other brands, recognize the brand positioning and the functional value of the product, and cannot fall behind.

Fourth, the activity plan

■ Activity plan: By holding small auto shows in various regions of Huzhou, attracting target customers, promoting purchase behavior and enhancing brand image.
■Event content: Create a relaxed atmosphere for activities, giving people a sense of easy car purchase, free car purchase, and differentiated from the same industry.

Specific operations:

1, Huzhou City: propaganda list first

Option 1, 1 placed a large arch at the door of Huzhou Lingtong Automobile Co., Ltd., 2 bunting 3 slogans, activity discount tips.

Scheme 2, Huzhou Qiancun, reason: Because the land acquisition in the east of Huzhou belongs to the new countryside, the farmers have the money in their hands, and it is a good way to maintain their livelihood by buying a car or transporting passengers.

2. Changxing area: propaganda list first

Drive to the direction of Jiapu, the Three Gorges immigration area. Reason: Consumers in the Three Gorges immigrant area have no life guarantee, no work, no economic source, buying a car to run or transport passengers is a method, and the country has preferential policies for 3 years.

3. Anji area: propaganda list first

At the county square, at the entrance of the county government, auto exhibitions, arches, banners are carried out in areas with high population density. Ps: For example, Xiaofeng, Hangyong and other remote mountainous areas, engage in township propaganda, propaganda list first. Because the road is far away, you can contact us by phone in advance.

4. Deqing area: propaganda list first

Enter the three-way intersection of Wukang, put on a large arch propaganda, publicity slogan: Wuling Auto New Year's Day concessions, bunting, specific indication of the location of the event, preferential measures. Reason: It is the place with the most traffic in the area and it is very attractive.

5. Hefu area: propaganda list first

At the intersection of Linghu, Tongxiang, auto show, arch propaganda, banner promotion.

Main promotion methods:

1. Introduction of new car: The franchise store staff introduces the appearance and function of the new car. First introduce the appearance, introduce the function again, introduce the preferential method, attract consumers to generate purchasing desire, and finally reach a deal.
2, active venue atmosphere, reflecting the relaxed, fashion theme, preferential measures. The specific form is as follows: highlighting the small and large space of the Chevrolet spark, the bright and stylish, the light of Wuling, the difference of the light, the Wuling small whirlwind can pull and can carry.
3, tea, large umbrellas, tables, stools, sales enthusiasm.

Fifth, the scene layout

■ Theme: “New Year’s Day Car Purchase Crazy Gift”
■ On-site layout style: bright, attracting people's attention, and striving for a “wide” feeling, to reach people who can attract people who don't buy a car.
■Time: January 1, XX, January XX, January 7
■Location: The above-mentioned regions and various sales outlets, Jiangnan Checheng ■ staff: 1, company sales staff; 2, media newspaper: Huzhou Evening News TV: Huzhou TV station radio station: Huzhou radio station ■ venue layout details: balloon 4 [ 2 4s shop, 2 sales auto show each time], arch 2 [1s shop, 1 car show for each sale], sun umbrella 2~3, cross frame 1, table 2~3, tea preparation, driver 2
■ Display stand, placed next to the table, tableware is a unified series

Sixth, the work content

Mining points, customized preferential measures, activities, layout, renderings, activity background, 1 event site, site activities, execution

Seven, effect evaluation

■ After this series of activities, it will bring a qualitative leap to Wuling Automobile sales. The market has a clear understanding and impression of Wuling Motors!
■ It is bound to become the focus of social and media attention. It plays a huge role in establishing the image of Wuling Motors and spreading the brand image.
■ Wuling Motors re-creates the concept of “very space, very power”, which will inevitably affect and attract a large number of potential customers of Wuling Automobile to join in and join, thus effectively driving the sales of its various brands and creating another sales miracle!

Eight, the budget costs:

slightly

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