Anime Happy City Image Gallery Promotion Program

Anime is an entertainment activity that children like. There is a huge demand in the market. 800,000 children in Changsha need such a large-scale anime-themed indoor entertainment and entertainment venue. At the same time, there is a market of 8 million children and adolescents in the one-hour economic circle centered on Changsha.

Swot analysis:

Advantage:

Strong support:

Hunan Joyland Animation Joy City is the largest indoor children's animation theme park in the country. The venue area is 60,000 square meters, and it is open for 365 days. About 300,000 children and adolescents can be received each year, and more than 100 animation brands and service providers will be admitted to the market. It provides a large indoor entertainment and entertainment venue for 800,000 children in Changsha. It also provides an excellent venue for educational entertainment for 8 million children in the one-hour economic circle centered on Changsha. The Cartoon Image Gallery is developed by relying on the animation city. It has a complementary relationship with the animation city and has a lot of room for development.

Good external environment stimulation:

In addition to the cartoon video museum, there are many amusement facilities in the entire amusement city. The flow of people is large and people usually have the habit of taking pictures while they are playing. They hope to save their happy time during the play, which can stimulate and enhance the business of the cartoon video gallery. the amount.

Obvious market differentiation:

It is because cartoon images are developed based on the animation city, and animation games and cartoon characters are more attractive to tourists. Taking photos with cartoon characters and taking pictures during the game are also very attractive to tourists, so it is between other photo studios. Formed a large difference, occupying favorable conditions in the search for market differentiation.

Great market potential:

The children's tourism market is very large, but the children's tourism products developed for children are rare and difficult to develop. Therefore, focusing on the development of children's amusement products market will be the future development trend of the children's market. The potential will be invaluable.

Reasonable consumer positioning:

According to the survey results, most of the entertainments that come to Joy City are middle-level consumer groups. The consumption of Joy City is more in line with the consumption level of the middle-level consumer groups. The price positioning of the image gallery is in line with this overall consumer positioning.

High reputation:

Customers who come to the Joyful Cartoon Image Gallery are satisfied with the quality of the photography in the Cartoon Image Gallery. The level is high and the price is reasonable, and the service attitude is good, indicating a certain reputation.

Disadvantages:

The business scope is relatively small:

Due to the restrictions of tickets and packages, it is impossible to have customers who are special to take pictures. It is limited to tourists who come to Lele City, and the business is relatively simple. There is no integrated service, such as no post-processing and production and personal customers. Photographing, electronic album production and other business and the existing customer base has not yet established a stable and close contact.

The entertainment itself is not strong:

At present, only the children who have birthdays are photographed with the "three-way" premium feature of the "birthday card" theme. In national holidays such as May 1st, June 1st and 11th, there are no special activities to attract customers. In the same kind of project activities, there is a lack of "play" factors.

Insufficient publicity:

There is only one photo gallery in the entire amusement park, and the screen is not visually impactful, and the placement is not conspicuous. Moreover, only during the 6.1 Children's Day this year, some of the video cards and coupons on the birthday cards and discount cards were distributed, and the questionnaires were also surveyed for the studios, but the scale is small, only in the amusement park. Issue dozens of questionnaires.

Lack of basic resources:

The cartoon photography studio is incomplete in the initial development and exploration stage. The entire photo studio has only one non-single-eye digital camera, simple lighting aids, a small number of cartoon props and costumes, and the printing machine has poor printing results. Lack of human resources, the entire photo studio staff is only a professional photographer, in the case of a large number of tourists, can not meet the customer's requirements, and lack of marketing staff, can not get a larger business volume.

The location is relatively remote:

The traffic is not convenient, there is no direct bus, it is in the corner of the amusement park, and it takes two turns to see the main entrance of the photo studio.

opportunity:

1. A long summer vacation is coming, many parents will have plans to take their children out to travel or go to the playground to play and commemorate the form of photography.

2. Many parents hope that their children will be exercised through various activities and are eager to record their truest and most natural smiles. They will choose some entertainment venues to invite some professional photographers to capture the most natural expressions of children when they play.

3. The only photo studio in Changsha with anime cartoon photography as its main business project, certain individual differences.

4. Some of the amusements in Lecheng are forbidden for tourists to take pictures on their own or must be professional photographers, so professional cartoon photographers and photographers are indispensable.

Threat:

1. Facing the fierce competition inside the animation city, they all use animation as a selling point. However, the cartoon photography studio lacks the entertainment of other projects. It is relatively difficult to introduce tourists. It can only be “going out”.

2. There are quite a few tourists who bring their own digital devices such as cameras and dvs when they travel.

3. The cartoon photography studio is in the initial stage of development and exploration, with limited funds and insufficient management.

4. Nowadays, in many photo studio markets, more and more photo studios have launched many colorful special forms to attract more customers, such as baby photo albums, children's outdoor art photos.

So strategy:

1. Grasp the good opportunity and release the market potential:

Hunan Joyland Animation Joy City is the largest indoor children's animation theme park in the country. The Cartoon Image Gallery is developed according to the animation city. Therefore, during the summer vacation, it will be the peak period of the game. Many parents will have plans to bring their own children to travel or to The playground plays and commemorates the form of photography, which brings huge market space and resources to the cartoon photography studio.

2. Use resources to take advantage of:

Taking advantage of professional photographers and professional equipment in the amusement city and this cartoon video museum is the only photo studio in Changsha that uses cartoon and cartoon photography as its main business project. It further enhances the image with its high reputation. The strength of the museum itself increases the business volume of the museum.

St strategy:

Consolidate the "introduction" and do a good job of "going out"

Facing the competition of other internal projects, the photo studio must enhance its entertainment. The good external conditions are the opportunities of the photo studio. Actively “going out” is combined with other projects. The popularity and reputation of the animation joy city will be To a certain extent, it will be of great help to the publicity of the photo studio, and its obvious market differentiation and reasonable consumption positioning will have an advantage in competition with other photo studios.

Wo strategy:

Grasp the opportunity to carry out scientific propaganda:

The arrival of the summer vacation will be the peak of tourists. Use this opportunity to increase the publicity of the photo studio and increase the popularity from 23.2% to over 70%. It is necessary to highlight the characteristics of the video gallery itself, and analyze the consumer psychology that parents bring children out to play, to develop promotional content and choose the form of propaganda. In addition, various activities can be carried out to enhance the openness and entertainment of the photo studio, and to solve the project. A single puzzle.

Wt strategy:

To overcome the lack of entertainment in the photo studio, the selling point is not competitive, and at the same time in many projects, it is in the initial stage of development and exploration, the funds are limited, and the management is not perfect. Therefore, you can't wait for the rabbit to go out.

Advantages, disadvantages, opportunities, threat analysis

Advantage

Disadvantage

opportunity

So strategy

Wo strategy

Threat

St strategy

Wt strategy

Positioning of the event: The cartoon photography studio is in the initial stage of development and exploration, and the funding is limited. A series of activities should focus on the initial publicity and promotion, improve its own visibility, and at the same time create a good external image.

Specific activity positioning analysis: First of all, it is in the initial stage, the popularity is not high, and the propaganda is not enough. It is not the main business project of the animation city, and its own project is single, the business scope is small, just a photo of the tourists who come, can not expand other businesses. The photo studio itself lacks entertainment. Children love to play. Parents bring them to play. They are limited to the use of resources inside the photo studio. It is difficult to develop, and other external projects are good resources. Therefore, we insisted on “bringing in” and actively “going out”, looking at the entire animation city and seeking cooperation. At this stage, the most important thing is to raise the popularity of the cartoon image museum, let more people know and understand the image gallery, and lay the foundation and paving the way for the later image promotion.

Activity goal:

Through the development of a series of promotional programs, the target public and potential customers can achieve the following goals:

- Let more tourists know about the photo gallery:

Let more tourists know that there is a cartoon image gallery project and its distribution location in Joy City. Increase the original 23.2% visibility to more than 70%.

——Let more visitors know about the service information of the video gallery:

Let more visitors know the difference between the image gallery and the personality services of other photo studios and related information. In order to pass this introduction, the consumer psychology of consumers is initially stimulated.

- Let more tourists generate consumer behavior:

Through activities, preferential projects, etc. to meet the needs of the customer group, optimize their own characteristics, enhance the attractiveness of the photo studio itself, identify their own selling points, propose "reasons" to satisfy the customer group consumption, and conduct "convincing" ", stimulate consumer spending behavior.

——Let more consumers express satisfaction with the services provided for them, and lay the foundation for the promotion of post-images:

By optimizing their own shooting level and service level, consumers are satisfied with the services provided by the video studio, increasing the possibility of consumers making secondary consumption and making consumers become well-organized promoters. Pay attention to your own after-sales service, to make consumers satisfied, and to pave the way for the promotion of their own image and reputation.

Target public:

Visitors who come to the Joy and Happy City of Joy are the potential customers of the photographers and the public who like animation.

Event Theme: Cartoon Photo Gallery - Set the moment for the animation kingdom

Specific activity project planning directory:

1, happy to send

2, the photographer will accompany you to play the animation city

3, "Image Little Angel" selection contest

4, I am wearing a cartoon, I am cartoon, I am going to play cartoon

Specific activity items:

1. Event theme: Happy delivery

The purpose of the event: to promote the basic information of the cartoon image museum, to do the initial publicity of the image gallery, let the tourists who come to the joyful animation city know the existence of the project of the cartoon image gallery and the location and service items of the cartoon image gallery.

Activity description: The popularity of the photo studio is not high, and the tourists are more strange to the animation city. The promotion of flyers and posters becomes a must. The cartoon characters of the animation city are an advantage. Regularly distributing some dm flyers can remind and guide tourists. Group photo becomes a favorite of children, so engage in a regular activity to enhance the interaction between visitors and the photo studio, distribute gifts, and make direct pop advertising.

Activity strategy:

1. Use cartoon characters to distribute some dm to tourists, and cooperate with relevant posters to let visitors know the photo gallery and related service information, and remind them when there will be an event to guide visitors.

2, using the psychology of tourists who like to take pictures with cartoon characters, hold an anime puzzle answering game, the winner can take a free photo with the favorite anime characters

3. Give the children participating in the event a colorful balloon that they all like to play on their hands. The balloons and the name of the cartoon gallery are printed on the balloon, which sparks their interest. The balloon can also increase their parents’ The number of readings of the promotional content above the balloon.

Specific arrangements for the event:

Venue: Entrance to the gate of Joyland Animation City

Time: weekend during summer vacation

Specific activities and arrangements:

1. At the entrance to the gate of Joy, the dm leaflet of the video gallery will be distributed to the parents. The leaflet is printed with the distribution map of the joyous music items.

2. Hanging out the cartoon photos, cartoon characters, and characteristic road signs on the roads leading to the image gallery.

3. Hold a free photo session of the animation quiz, and the children will answer the questions. The winner will be able to take photos with the cartoon characters.

2, the project theme: photographers accompany you to play animation city

Project purpose: to attract tourists who are also taking photos of other places that want to go out.

Project Description: The photo studio itself is not very entertaining, restricting its access to more business, while the external resources are quite rich, which can meet the needs of photography. There are also some projects that prohibit self-photographing, so the photo gallery can obtain relevant privileges and become the biggest selling point and attracting tourists. Therefore, we must not wait for the rabbits, and we must "go out" and look at the entire animation city to seek cooperation.

Project strategy:

1. Get the privilege of shooting in other game projects

2. Scenes of live shooting and tourists playing in the promotion of service projects

3. Guide visitors to shoot outside as a guide.

Project specific arrangements:

1. Visitors are required to go out to shoot or station at other project venues.

2. Serve a visitor for no more than 1 hour

3, can not let tourists wait for photos for more than 20 minutes

3, the project theme: "image angel" selection contest

Project Objective: Through this promotion activity, expand the business scope of the video gallery, let consumers satisfied the service and quality of the video gallery, strengthen consumer awareness, understanding and publicity of the video gallery, and improve the image through later publicity activities. The visibility and reputation of the museum.

Through the election of "image angels", attracting the participation of tourists, conducting photo exhibitions and appraisal activities, showing the photography level of the video gallery and letting visitors see the difference between the video gallery and other photo studios from the photo content, stimulate Visitors generate the psychology of the image gallery consumed in the video gallery.

Project Description: With the help of some of the advantages of the Image Gallery and the resources of parents and children who have already consumed in the Image Gallery, a major publicity campaign will be held: “The Image Little Angel” selection contest will enable consumers to have a better understanding and understanding of the Image Gallery. And promoted its consumer behavior, but also made a good publicity for the video gallery.

Project strategy:

1. The parents and children who are eager to spend in the video gallery will be allowed to take photos of the children and use these existing resources to hold the “Little Angels” selection contest to enhance consumers' awareness, understanding, experience and publicity of the image gallery.

2. After the children have finished shooting, they will provide some supporting services to consumers, such as: making a CD-ROM, making it into an electronic photo album for permanent preservation, providing consumers with more benefits and conveniences, and expanding the form of the video library service to a certain extent. It can also enhance the reputation, promote consumer spending, and create more benefits for the studio.

3. Consumers who are willing to accept ancillary services will explain to them the preferential prices and delivery methods, and guarantee their own credibility, in order to comprehensively improve the visibility and reputation of the video gallery, and maintain the loyalty of existing consumers to the image gallery.

Overall arrangement: time: during the summer vacation

After taking a photo shoot at the Image Gallery, verbally explain its supporting services to provide more services to consumers.

After the completion of the electronic photo album, the mailing form, to ensure their own credibility, create more benefits, a half-month "I want to be an anime star" appraisal, poster promotion, venue arrangement, improve the visibility and reputation of the video gallery.

Specific arrangements for the main activities:

Time: July 14th - August 25th

July 14th - July 19th

July 21st - July 28th, the first event

The second phase of the event from July 28th to August 4th

August 4th - August 11th, the third event

The fourth phase of the event from August 11th to August 18th

August 18th - August 25th "Star" exhibition period

Venue: Right in front of the hall of the first floor of the animation city

Form: Place a photo board for children in the first floor of the animation city. There are ballot boxes, voting sheets and voting pens on the side of the publicity board. Visitors can vote on their own. Photographs taken at the exhibition must be photos taken by visitors when they are consumed in the Cartoon Image Gallery, and they must participate in the show and competition with the consent of the visitors.

Content: The photo exhibition is carried out in two stages. In the first stage, 8 animated star photos are selected and rewarded. In the second stage, one of the 8 animated star photos is selected, and the photo is given as a cartoon video gallery. The title of "Little Angel" is rewarded and its photo is listed as a promotional symbol in the Cartoon Image Gallery.

Process:

The pre-publication period of the event from July 14th to July 19th. Propaganda form: promotional copy and poster promotion on the map.

From July 19th to July 20th, the photos will be arranged for exhibition.

The first phase of the exhibition will be held on July 21st - July 28th. On July 21st, the photos were displayed. On July 28th, the results were collected. The two photos with the highest number of votes were hung on another "star" board, and the new 20 photos were selected for the second exhibition and evaluation.

The second phase will be on display from July 28th to August 4th. On July 28th, the photos were displayed. On August 4th, the results were collected. The two photos with the highest number of votes were hung on another "star" board, and the new 20 photos were selected for the third exhibition and evaluation.

The fourth period of August 4th - August 11th was exhibited. On August 4th, the photos were displayed. On August 11th, the results were collected. The two photos with the highest number of votes were hung on another "star" board, and the new 20 photos were selected for the fourth exhibition and evaluation.

On August 11th - August 18th, the fourth period will be exhibited. Photographs began to be exhibited on August 11th, and the results were compiled on August 18th. The two photos with the highest number of votes were hung on another "star" board.

On August 18th - August 25th, during the "Star" exhibition period, the eight "Anime Stars" photos selected in the previous four times will be exhibited and selected again. The one with the highest number of votes was chosen to become the image angel of the Cartoon Image Museum.

Award arrangement:

For the first four events, the children on the two photos with the highest number of votes in each period will receive 100 coins.

In the selection, the one with the highest number of votes became the “image angel” of the Cartoon Image Gallery, and took a photo, filmed and produced a vcr for free.

Funding: Photo Bulletin Board 2 50

Voting list 5000 sheets 50

Game currency 800 pieces 400

A set of photos 20 sheets 50

Vcr 1 segment 30

Total: 580 yuan

4, the project theme: I am wearing a cartoon, I am cartoon, I am going to play cartoon

Project public: tourists on a family basis

The purpose of the project: In order to enhance the entertainment of the video gallery, and expand the scope of business operations, highlight the unique differences, and make consumers satisfied with the supporting services, gain a good reputation, and lay the foundation for the later image promotion.

Project Description: Take advantage of the resources of the animation city and photo studio, such as boutique, cute, rich cartoon costumes, top-notch photographers, professional video editing technology. The children of Anime City are the wish to satisfy the fairy tale kingdom. According to the survey, the biggest wish of the children is to take photos with the cartoon characters they like, and the parents exercise their children's performance ability and self-expression, so there is such a blank market.

Project strategy: 1. Promote the business of the photo studio through means such as service projects and posters.

2. Enhance their entertainment, develop newer projects, make rational use of their resources, and attract visitors' attention.

3, after wearing a cartoon costume, take a picture, use dv to shoot the cartoon, the process of playing cartoons.

Project specific arrangements:

Time: Every Saturday, Sunday

Location: Inside the photo studio

Project content steps: 1, can take photos with favorite cartoon characters

2. Choose a partial clip of your favorite cartoon.

3. The cartoon characters are played by children and their families, and the photographer takes pictures and processes them later.

4. According to the customer's information, send the processed dv disc to the customer by mail, and call the customer in advance.

Funding: dv disc empty disc 2 yuan one 100 sheets 200 yuan

Activity budget:

Supporting measures:

According to the survey, the entire animation city is equipped with a broadcasting system, but the main function of this broadcasting system is to play music in a single form. We can use the broadcasting system to do a lot of broadcasting publicity for the Cartoon Image Gallery, further expand the publicity and enhance the publicity effect.

Attached files:

Image gallery single page publicity materials copy

Single page brochure copy

Screen elements: background image of cartoon animation, propaganda copy, propaganda slogan, propaganda sign of cartoon video museum.

Promotional slogan: Cartoon Image Gallery keeps memories of joy for you

Promotional copy content:

Title: Anime's Xiangguan Cartoon Hall

Text: Dear visitors:

Hello!

You are welcome to come to the Joy and Joy City of Joy. In the anime kingdom of joy, you can enjoy the atmosphere of the fairy tale and the atmosphere of cartoons everywhere. You can bring your children to have fun here. The joyful time is often the most worth cherishing and preserving, but the joy is often easy to pass by; nothing! There is a special cartoon video gallery in the animation city. There are professional photographers who can use the camera and dv to freeze this happy hour for you and your children and save the joyful memories.

The Cartoon Image Gallery of Anime City is different from other photo studios. In the Cartoon Image Gallery, you and your children can wear cartoon costumes and take pictures with beautiful cartoon backgrounds and fairy tale backgrounds. You can also wear cartoon costumes from both of you, performing cartoon dramas or fairy tales. Our professional photographers will shoot and film the film with the most professional level, and round out your children’s fairy tale dreams. The whole family brings a world of fairy tales. Our photographers can also accompany you to record the most innocent, true, and innocent smiles from the heart when your child is having fun.

Our video gallery is an anime photo gallery, a cartoon photo gallery. Our cartoon video gallery is designed for you and your children and family to keep a happy memory. Our cartoon video gallery will always be sincerely Your service.

Picture layout: The picture of cartoon anime is taken as the background picture. The propaganda copy accounts for half of the whole picture and is located at the bottom of the whole picture. The slogan is located at the top left of the copy and occupies 1/4 of the entire screen. The promotional sign is located at the top right of the copy and occupies 1/4 of the entire picture.

Crisis plan:

1. Prepare heatstroke and heatstroke.

Because it is now in the hot and hot period of summer, the air conditioning effect of Joy City is generally good. When children are wearing thick cartoon costumes, it is easy to cause heatstroke.

2. The photo exhibition board should be placed firmly to prevent the children from playing on the side of the exhibition board.