Shopping mall "Qing Wuyi" product promotion program

Objectives:
1. Welcome to the fifth season, the brand promotion
2, increase sales to customer confidence, create conditions for the May cargo
3 Do a good job relationship

Theme of the event: Welcome to May 1st, Rongsheng Freezer offers

Activity time: XX.4.24-25

preliminary work:
1. Communicate with the store leaders for specific operational details, mainly the support of price, venue, personnel and materials.
2. On the 20th, the publicity in the Qinzhou market: posters and packaging tricycles, posters in front of the mall on the 23rd.
3, 22 days to check inventory and on-site materials
4, the refinement of the unified speech of the event: Kelong manufacturers "five. One" to do promotional activities in advance, special sales and gifts.

Field operation:
1. One arch, two tents, two product models, one “United Nations Energy Conservation Gold Award”, and two posters.
2, 8 prototype output: 1 special machine 163g, 2 models 108a, 138a, 2 new products 171d, 186sm, 1 computer performance 162ay, active main sales model 209s, 1 image machine 226ay3

Activity costs: 200 yuan for packaging tricycles, 50 yuan for transportation, 30 yuan / day for temporary promotion, 2 = 60 yuan for a total of 310 yuan.

Activity summary:
1. A total of 26 units were sold during the period, accounting for 41.2% of the 63 units sold in the month. The main competitors sold 47 units a month.
2. Fully publicized for the “Five. One” peak season, and the sales volume of “Five.. One” for seven days was 79 units.
3. The customer picked up 97 units in the month, which is the highest record in history. However, due to estimates and other factors, the sales of the best-selling models on May 3 began to affect the sales of May 1st.
4. Make the sales of freezer in Qinzhou market have a clearer theme: energy saving, and make 209s of Rongsheng.
5. Gained the trust of customers.

Many of my peers may not find what they want when they browse here. Of course, the above is a general, general direction. I think the main success of this event is: 1. The time of the event is chosen properly, and the weekend of the week before May 1st. 2, customer support, 163g on the basis of the purchase price plus dozens of yuan sales. In addition, support was given to the venue and personnel. This is a communication work, need to be done well, but don't think that the purpose of the customer is not to make money, all the benefits of other models I have guaranteed their satisfactory profits. 3, the refinement of the unified rhetoric, the customers purchased during the event, many are planning to wait until May 1 to buy, but we promote this is Kelon's May 1 promotion activities, specials and gifts. Highlighting the status of factory activities in the event, manufacturers do promotional activities for publicity, there is no reason not to be more than usual, God likes "promotional consumption." At this time we have to do is: professional wear + Mandarin + business card = manufacturer manager. 4, the holiday output of the prototype, licensing, pop, special labels, gifts, fish tanks, etc., the prototype is dressed "beautiful and moving."

Case sublimation

Have you seen The Biggest? If you want to do a live promotion, you want to make a good funeral. Don't think about the result at the beginning. How big is to do, and resources are allowed to do so yourself. After doing a few "big games", your confidence has increased. When I first planned the scene, I was very nervous in those days, and single pages, posters, etc. were sent out, worried that the activities were messed up. In fact, I participated in many live events before this. The live event is actually very simple. What I want to say here is that it will definitely work. Because I have not encountered the scene of the cold field until now.

The whole process of planning the on-site activities is:

1. Activity background analysis, that is, the purpose of the activity. The general activities are: new products, dealing with slow-moving products, increasing distribution to reduce inventory, brand promotion, sales promotion, competitor promotion follow-up, and regular festival promotion. For the manufacturers, in addition to the above purposes, there are two hidden purposes: to do a good job relationship to fight for the main push, price management to increase the transparency of some models. Therefore, the purpose of each event must be clear, but for either purpose, the increase in sales is the initial and final purpose. Here we have to pay attention to a problem, the purpose of the sales pursued by the manufacturers and the merchants is the same, but there are contradictions in the design of the price, especially the goods distributed through the agent. The dealers purchase goods from the manufacturers, and the manufacturers provide market management and support. When the manufacturer provides manpower, material and financial resources to do on-site activities, the dealer must be required to give support in price. This is a phenomenon that works well, but the dealers are not emotional because there is no profit guarantee. In practice, I heard a lot of customers talking to me about this issue. Therefore, the price design of the activity should be false and false, and the number of special machines should be controlled within 2 units. If possible, the profit can be allocated to customers in other models. Clear purpose is helpful for creative design and application support.

2. Creative design of the event. A successful event should convey a message – why your event is a discount, and why it is cheaper than usual during the event. The focus of this step is on the unified rhetoric of the refining activities. The momentum at many events may be very hot, but the theme of the event is not prominent because the work of the unified rhetoric has not been done. The effect is sure to be imagined. The creative idea of ​​the activity may be a sentence, such as: special offer and gift giving and award; energy-saving freezer national tour competition, etc.; factory manager on-site signature price. Generally speaking, it is only necessary to highlight the position of the manufacturer's activities. Consumers are more convinced of the manufacturer's profit-making rhetoric. The activity creativity can also be understood as the rhetorical design of the activity. Different time periods, different regions design different event theme rhetoric. For example, the manufacturer's high-level signature sales machine may have an effect in the first-tier city, but it can't be suitable at any time. Generally speaking, there is a certain premise to speculate on this theme: 1 on a major festival day. 2. The scale of the event is large, and the pre-production is large, which is generally reflected in the production of a leaflet. Some time ago, I met a color TV manufacturer's activity on the weekend with the theme of “Someone's color TV general manager signed the sale of the machine”. The event appeared cold. why? It is because time and creation can't afford the theme of this event. If it is changed into a general event design, manufacturers promotional, special offers and gifts are not very good.

3. Activity plan writing. There are two purposes for writing. One is to apply for resources from the company. The second is the support of communication activities with customers. Small routine promotions are enough to write on a case-by-case basis, with a large division of personnel and a detailed cost budget. This program must be completed a week before the event.

4. Communicate with relevant departments such as the company, customers, and apply for support and coordinate the division of labor. Use your written plan to apply for gifts, event fees, and communicate with the customer about the details of the event. Mainly the price design of special machines, site fees, on-site materials, personnel support. This is the result of communication may be different from the design of your program. It is generally recommended to apply for the venue fee when writing the plan. In addition to the cost, other can make adjustments.

5, single page, poster design and production. Highlight the theme, write it to the advertising company and complete with the designer, the general advertising company's professional will have a satisfactory design for you.
6. Relevant personnel have unified rhetoric and division of labor training. For the simple participation and training of the event participants, the content is mainly the creative rhetoric of your event. This is also conducive to the unity of the activities, the information conveyed is clear. For new-themed activities, product knowledge and sales skills are required. Many of my peers are in trouble for the arrangement of temporary guides. My point is that the role of temporary guides is to promote publicity, guide customers and open bills. The propaganda is to let the temporary staff receive the customer is mainly to convey the theme of the event and highlight the position of the manufacturer in the event. That is the unified rhetoric we are talking about. Generally, please do not let the temporary guides participate in the sale, unless her ability to rest assured, or she will bring you unnecessary trouble, such as introducing product features, product bargaining.

7, propaganda and build momentum. Large-scale event pages are issued one week in advance, can be contacted by the local post and telecommunications bureau, distributed with the newspaper, or cooperate with the newsstand. Posters can also be posted at the same time. The best 2 days before the event at the mall door, too early may affect the sales before the event.

8. Check inventory, gifts and on-site materials. Conducted in the first 2 days of the event. Special and main sales models are required to guarantee inventory.

9, on-site operation. Site construction, arches, tents, sun umbrellas, roll-ups and other on-site materials construction, prototype product line design. At this time, the prototype needs to be carefully dressed to make it as "beautiful and beautiful as possible". The most important job here is the cooperation of sales work. To highlight the position of the manufacturer in the event, I have a formula here: professional dress + business card + Mandarin = manufacturer manager. A key to the success of the event is a strong staff promotion. Therefore, the sales ability of business personnel is very important, and several business managers and product managers in the home appliance industry still maintain this skill. It may be rare to go to the front line!

10. Clean up the site and summarize the assessment, and settle various expenses. Once the event is over, clean up the posters and specials labels. Set aside various fees. The final is a summary and an assessment of the activity. Summarize the factors of success, these factors are not necessarily in your plan, it is entirely possible. Therefore, in order to become a master in this regard, the summary is necessary. For the evaluation of the activity, it is generally based on the sales volume during the activity period and the sales volume of one week after the activity. In addition to these, there may be other gains, such as brand regional promotion, good customer relationships, and so on.

From the above analysis, the planning of on-site activities is mainly reflected in: building momentum, unified rhetoric, customer support, highlighting the location of factory activities, and strong personnel promotion. This is a simple but hard work, and the construction and cleaning of the event site is not easy. For the company, for the sake of wages, we still do the work in a down-to-earth manner, I hope that my manuscript will help everyone. At the same time, due to my industry and ability limitations, there may be some operations that cannot be mentioned. Please discuss with colleagues.