Business promotion promotion plan book

Conceptual explanation The business promotion promotion plan is a planning document for the overall operation and arrangement of a certain promotion for a certain time.
Writing Highlights Business Promotion Promotional Planners usually consist of promotional goals, promotional objects, advertising performance, basic content, and budget allocation.

model essay
Home appliance company on-site promotion activity planning book
1. The term is from the date of ** ** ** ** to ** ** ** ** **, for a period of 3 months.
Second, the goal to grasp the shopping climax, hold "super-field relay big move", promote ** company products, assist dealers to clear inventory, improve the company's business objectives.
Third, the purpose of grasping the shopping tide of Christmas, New Year's Day and wedding honeymoon period, to attract consumers' interest in the "Big Relocation" activity, and guide the purchase of ** products to achieve the promotion effect.
The “Response to the Big Move” event was held in a, b, and c. This activity will import imported home appliances and focus on a certain place in the country.
Fourth, the object is aimed at consumers who are ready to purchase home appliances, taking the excellent performance of f14 products as the main incentive, guiding the purchase of ** company appliances, and using the "relay big move" activities to encourage consumers to seize the opportunity to 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, the advertising performance is in line with the development of the company's “**Home Appliances” international market, the use of the 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 development strategy of a certain international site and increase the promotion effect of the event, it is planned to cooperate with the company and the branch business unit to jointly organize the “Annual Announcement Meeting of the Year-end Promotion Activities”, which will mean the meaning, content and actuality of the dealer. Help us to do on-site explanations in order to obtain full assistance.
Seven, advertising activities content schedule schedule Note: "Relay big move" date is set 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 a certain place; traffic is bound to be crowded, and traffic problems are not easy to handle properly.
The activity area is held in the major cities of the country, including a, b, and c.
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 “Big Relay” lucky award geographical distribution difference second
a land b, the first lottery of 100 places, 70 70, the second lottery, 100, 80, 80, 200, 150, 150 households, each household is limited to 10 minutes.
Each household is 10 minutes and is carried out by relay.
2. The "Guess the Watch" activity award is completely guessed, and the same amount of prizes are awarded to the highest amount, and the middle of the guess is equal.
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 for super-sites, large-scale field relays, large moving parts, those who purchase ** company products worth more than $1,000 from the event day, with a unit of 1,000 dollars, can get a lucky coupon from the local distributors, participate in the lottery, more Buy more and send.
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 who participate in the planning and activity units shall not participate in the prize-winning activities. If they are perceived, they shall be deemed invalid.
Anyone in the "Guess the View" section can participate, guessing that the three districts in the three districts will move 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 awarded the same prize. amount. Another 5 people with similar numbers will be given a set of ** brand home theaters. **Month ** deadline.
Fortunately, the newlywed honeymoon round-the-island tour was selected as the lucky one to participate in the “Big Relocation”, and at the same time, the newlyweds during this event, and two honeymoon travel coupons were given to stimulate the sales 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. Use tv to do live program introduction and play 15′′ cf, which will enable the consumer to know about the super department 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 super-field.
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, the budget allocation activities section
1. The prize amount of 150,000 US dollars includes the "relay big move" prize and the "guess" prize.
2. Miscellaneous $11,000 includes p. r. Fees, host fees, horse and horse fees, meal charges, etc.
3. s. p. The fee of $10,000 includes lucky coupons, canvas bags, flyers, cloth flags, and posters.
Advertising media fee
1. Newspaper $180,000
2. TV show $170,000
3. Spot170000 USD
4. Magazine $12,500
5. Total of $500,000 for radio stations: $735,500 Note: 1 The cost of finishing is intended to be assisted by two temporary workers in the factory, without budgeting. 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. In the newspaper section, in order to cooperate with the development of a “home appliance”, the newspaper media and local newspapers increased significantly, and more information was sent to help the publicity of the event.
2. The TV part has changed in the past. The company attaches great importance to high-profile performance and program selection. In terms of advertising performance, it uses an easy-to-follow way to play with slide and cf. In terms of program selection, refer to the results of the October rating report proposed by **. Make the middle class more obvious, and generally appeal to the public for "popularization", such as the comprehensive use of films, serials, and variety shows.
3. The radio section has broken through the conservative methods over the years and has been broadcast to a large number of local stations. It is planned to be broadcast in English and Chinese.