Business promotion promotion plan book

Conceptual explanation

A business promotion promotion plan is a planning document for the overall operation and arrangement of a promotion for a certain time.

Writing points

Business promotion promotion plan is usually composed of promotion target, promotion target, advertising performance, basic content and budget allocation.

model essay

**Home appliance company on-site promotion activity planning book

First, the term

It will last for 3 months from the date of ** ** ** to ** ** ** **.

Second, the goal

Grasp the climax of shopping, hold "supermarket relay big move", promote ** 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 ** products to achieve the promotion effect.

The “Responsive Big Moving” event was held in a, b, and c places, and the activity will import imported home appliances to focus on the ** national market.

Fourth, the object

For the consumers who are preparing to purchase home appliances, the main reason for the excellent performance of the f14 products is to guide the purchase of ** company home appliances, and to use the “relay big move” activity to encourage consumers to seize the opportunity and buy immediately.

The focus of the appeal:

1. Performance appeal:

The real world first!

**Home appliances!

2. s. p. Appeal:

Buy ** products, buy now!

Catch up with the New Year's goods relay to move!

Fifth, advertising performance

In line with the annual development of the company's "** home appliances" international market, the use of publicity media, and gradually pay attention to cross-cultural color, local newspapers, radio media, TV program selection, and also based on the analysis of the ratings.

Taking the excellent performance of the company's products as the main incentive, the relay moved. p. Activities as a means of marketing, following this principle, should pay attention to the status of the subject and guest of newspaper advertising performance.

Tv advertising, in order to win the international consumer, the promotion and appreciation angle is equal, it is intended to provide a 30-minute live move, try to move the live broadcast program for the relay big move activity, and at the same time draw a 15" advertising with a cf, as a TV spot, Strive for a taste of elegance and common taste, causing strong demand from consumers.

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

Sixth, 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 cooperate with the company and branch business units to jointly organize the “Annual Announcement Meeting of the Year-end Promotion Activities” to share the meaning, content and practical assistance of the dealers. Benefit to do on-site explanations in order to obtain full assistance.

Seven, advertising content

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; traffic is bound to be crowded, and traffic problems are not easy to handle properly.

Activity area

In the three countries of a country, a, b, c, 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:

Table 5-4 Geographical Distribution of the Lucky Relay Award

Difference

a ground b ground c ground

First draw 100 players 70 70

Second draw 100 people 80 80

A total of 200 150 people 150

For households, each household is the same for 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 of money, each gift ** brand home theater set, super lottery decision.

Activity description

1. During the period of collection: from ** ** ** ** ** to ** ** ** ** **, in a, b, c three places to try to move, in addition to the selected department store itself is widely publicized, and At the scene of video shooting, the program will be broadcast at 8 o'clock on the ** ** ** day to promote the audience's understanding of the content of the event, and at the same time cut the 15′′ cf “try to move” situation, do TV insertion, widely publicize, stimulate sales, increase The number of pieces recovered.

2. Reasons for two draws:

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

2 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 ** company products worth more than US$1,000 from the event day, with a unit of 1000 US dollars, can obtain a lucky coupon from the local distributors, participate in the lucky draw, buy more and send more.

1 If the TV is $5,120, send 5 cards.

2 Lucky coupons are completed and sent to the head office.

3 The three places are divided into three areas: North, Middle and South. The lucky coupons are also divided into three colors.

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

You are not allowed to buy ** home appliances to participate, and all ** 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 vouchers according to the amount of the products in the warehouse, which can be p. r. use.

e. **Company, dealerships, and employees and their relatives participating in the planning and activity units may not

Participation in the prize draw, if the draw is perceived, it is considered invalid.

"Guess the guess" section

Anyone can participate, guessing that the three districts in the three districts will move the most and move the most. 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 5 people with similar numbers will be given a set of ** brand home theaters. **Month ** deadline.

Lucky wedding honeymoon round-the-island tour

Those who were selected to participate in the "Remote Move" lucky, and also the newlyweds during this event, also presented two honeymoon travel coupons to stimulate the sale of the company's products during the wedding period.

Prize budget

Less than $3 million.

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

1. **Company, ** company dealers, and employees participating in the planning unit and their families are not allowed to participate in the lucky draw.

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 are sold by “relaying big move”, and the media choice 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 moves ahead of time, which will be more helpful for the improvement of purchasing desire.

11. The dealer policy has been comprehensively improved. Especially p. p. A lot of things are added. The name rate is high.

12. After-sales service will also be put forward in the advertisement. In the overall cooperation, there are many improvements.

Eight, budget allocation

Active part

1. Award of $150,000

Including the "relay big move" prize and the "guess" prize.

2. Miscellaneous $11,000

Including p. r. Fees, host fees, horse and horse fees, meal charges, etc.

3. s. p. Cost $10,000

Includes lucky coupons, canvas bags, flyers, cloth flags, posters.

Advertising media fee

1. Newspaper $180,000

2. TV show $170,000

3. Spot170000 USD

4. Magazine $12,500

5. Radio $50,000

Total: $735,500

Note: 1 The finishing cost is intended to be assisted by two temporary workers in the factory, and no budget is required. 2 The radio section was increased to $80,000. 3 The cost of the production fee for the on-site filming documentary should be increased by approximately US$10,000. 4 After the application is submitted, the budget form should be detailed and accompanied by a formal estimate.

Analysis of the selection of advertising media:

1. Newspaper section

In order to cooperate with the "** company's home appliances" market development, the newspaper media and local newspapers increased significantly, and more information was sent to help the publicity of the event.

2. TV section

Change the past ** The company attaches great importance to high-profile performance and program selection. In terms of advertising performance, it adopts an easy-to-follow explanation method to slide and cf. In terms of program selection, refer to the results of the October rating report proposed by ** company. The level of the hierarchy is more obvious, and the general appeal to the public is “popularization”, such as the comprehensive use of films, serials, and variety shows.

3. Radio section

Breaking through the conservative methods over the years, a large number of broadcasts are held in local stations, and it is planned to be broadcast in English and Chinese.