Hotel Mother's Day event planning

I. Activity Background “Shaoyang Winery” is a new liquor brand launched by Jinliufu Wine Industry. It was listed on the Luohe area on March 15. After the listing, the sales volume increased slowly. The main problem is the lack of brand awareness. The first-time purchase rate of consumers is not high, and the product lacks awareness. In the early stage, free tasting activities were carried out in some high-end hotels in the Weihe River, but due to the limited scope of influence, the effect was average.
In order to improve the popularity of “Shaoyang Winery” as soon as possible in a short period of time, to enhance consumers' impressions and memories of “Shaoyang Winery”, and to promote sales through brand, this activity plan is now being developed. Mainly with the "Mother's Day" event on May 8th, the concept of "Mother's Day" was spread in the name of "Shaoyang Winery" to remind the target consumers of Luohe to pay attention to "Mother's Day" and trigger their "Mother's Day". The celebrations enabled the “Shaoyang Winery” to penetrate deep into the emotional depth of the target consumers, thereby increasing the brand awareness and increasing the marketing target of the named purchase rate.
Second, the activity goal to improve the brand awareness of “Shaoyang Winery” in the Luohe area.
Improve the designated purchase rate of “Shaoyang Winery” among target consumers.
Third, the event highlights
1. Strive for the first effect and create a hot topic in society.
The celebration of "Mother's Day" in large and medium-sized cities has become popular, but there are not many people who know this festival in the Luohe area. “Shaoyang Winery” can cause certain sensational effects by carrying out activities related to “Mother's Day”, making the event a public focus topic. And in the minds of consumers who first learned about "Mother's Day", they can leave the impression and memory of "Shaoyang Winery let me know Mother's Day", and produce good social effects and brand communication value.
2. Cater to the target consumer group psychology and meet emotional needs.
The target group of “Shaoyang Winery” is between 25 and 45 years old, and is a successful person in middle and senior positions in government agencies and enterprises. Due to the busy schedule of business, the time spent with family is generally small, especially when there is less time with parents, so there is generally a knot of “reward for parenting”. The reminder and promotion of “Mother's Day” by “Shaoyang Winery” can trigger its potential emotional needs.
3. Select the blank time zone of the media to create the maximum propagation effect.
The event avoided the peak marketing period before May 1st. During the period when other brands' media launches and promotional activities were temporarily weak, the climax was formed on May 8th, and the effect of the activities doubled. The emotional factors contained in the “Mother's Day” activities, as well as the fresh feelings among the consumers in the Weihe River, can completely offset the information accumulated during the May Day period and achieve the best communication effect.
IV. Activity Process Contents and Activities During the Warm-up Period Most people in Luohe have not had the habit of “Mother's Day”. The “Shaoyang Winery” itself is not well-known, and there is a risk of “cold start” directly for the overall activity. In order to ensure that the event has a greater effect, relevant warm-up guidance activities must be carried out to pave the way for the official launch of the “Mother's Day” event. Inform the Luohe public "May 8th is Mother's Day" and the activities and commitments of "Shaoyang Winery" on the "Mother's Day" day, which will cause consumers to participate in activities.
Time: May 1st - May 7th Content:
1. In order to accurately target the target consumers and improve the effectiveness of the event, 500 quality supervisors selected 500 senior managers in government and enterprises in Luohe, and sent greeting cards and mother's day promotional brochures on May 1st. The winery "vip wine tasting card, inform them of the "Mother's Day" activities, invited them to participate in the "Mother's Day" celebrations at the event hotels on May 8. By hiring them as "Shaoyang Winery Quality Supervisors" to carry out relationship marketing, promote their subjective initiative, and expand the word-of-mouth effect of "Shaoyang Winery" among middle and high-end consumers.
2. Luohe Cable TV Satellite TV station inserted advertising
From May 1st to 7th, an advertisement was placed on the Luohe Cable TV Station to inform the Luohe consumers of “Shaoyang Winery” on May 8th and the main venue for the event. The commercial time is 30 seconds, and the broadcast form is an advertisement for each TV station.

3, 50 hotels for free wine tasting
From May 1st to 8th, we selected 50 mid-to-high-end hotels in Luohe City, set up the “Shaoyang Winery” booth in the hotel lobby, and set up a small bottle of “Shaoyang Winery” wine, and invited target consumers to consume in the hotel for free. taste. Roll-ups were placed around the booth to introduce the contents of the event held in the hotel on the day of Mother's Day on May 8, and to distribute a leaflet to the consumer to promote the "Mother's Day" event.
4. Hanging “Mother's Day” content banner on the main street of Weihe River
From May 5th to 8th, in the high-density street of Luohe City, the high-density hanging banner, in the name of “Shaoyang Winery”, used the lyrical language to remind everyone to pay attention to “Mother's Day” and form a strong festive atmosphere.
5. Send “Mother's Day” family newsletter; newsletter to send the event content.
From May 5th to 8th, in the name of “Shaoyang Winery”, we will send a “Mother's Day” wonderful newsletter to the target consumers who hold the “Shaoyang Winery” wine card to remind consumers that May 8th is “Mother's Day”. "Impressing consumers with emotional communication." On May 7th and 8th, the content of the event was transmitted through the newsletter to inform the target consumers of the “Shaoyang Winery” activity on May 8th and the main location of the activity.
6. Distribute a leaflet in the high-end consumer places in Luohe
From May 6th to 8th, in addition to 50 hotels that offer free wine tasting, choose other high-end shopping malls, entertainment cities and other places, and distribute a beautiful leaflet to inform the day of "Mother's Day" on May 8th, "Shaoyang Wine The activities carried out by Zhuang and the name of the hotel where the activities are carried out.
The implementation period of the event will be started in the early stage, and the activity will enter the final implementation stage. On May 8th, the day will be launched in 50 hotels. It needs to be equipped with a large number of personnel. The training must be done in advance to ensure the details of the work execution.
Time: May 8th content:
1. “Dahe Daily” sent “Mother's Day” exquisite folder to “Shaoyang Winery” dm single page in “Dahe Daily” in Luohe City, reminding target consumers to take action to celebrate “Mother's Day” and inform “ Shaoyang Winery’s activities on the day, as well as the promise of gifts, contributed to its actions.
2. The advertisement of "Inland Special Zone Daily" was published in the "Inland Special Zone Daily" to release a half-page advertisement. The greetings and congratulations were expressed to all mothers in Luohe City, and the "Shaoyang Winery" was delivered to the "Mother's Day". The content of the event invites the target consumers to come to the designated hotel to participate in the event. In the same period, the "Shaoyang Winery Cup" "Mother and Growth" column published an essay.
3, 50 hotels carry out "send sandalwood comb, carnation to mother"
Gift-giving activities in 50 hotels designated by “Shaoyang Winery”: Anyone who comes to the hotel with their mother at 18:00-20:30 on the same day, or a customer with a wife and children "Sha Tan Carpenter" presented by "Shaoyang Winery", a high-grade wooden comb and a carnation flower. In addition, according to customer requirements, a small bottle of "Shaoyang Winery" wine can be given.
4, the mother's birthday, extra gift to the mother of the "Shaoyang Winery" designated 50 birthday, in addition to sandalwood comb, carnation, an extra gift.
V. Activity evaluation
1. Statistics TV media release daily ratings, estimated arrival times based on the number of plays.
2. Count the circulation of newspaper media, and estimate the number of arrivals based on the number of publications and the number of people circulated.
3. Estimate the number of people crossing the street to hang the street traffic, and count the number of arrivals.
4. Estimate the daily flow of the hotel, compare it with the traffic before the event is started, and count the number of arrivals.
5. Statistics From May 1st to 7th, the number of wine tasting customers participating in each hotel will be sent out.
6. On the day of Mother's Day, the number of customers and the number of gifts sent out in each hotel.
7. Calculate the sales volume graph from April 21st to May 8th to evaluate the sales effect.
8. Combine the above content, and write an activity evaluation report based on media arrival data and sales data statistics.
Six, gift sets with sandalwood comb:
Carnation:
birthday present:
Seven, the media applies newspaper media
May 8th: 1/4 edition of the Inland Special Zone Daily, 1 time.

TV Media
May 1st - 7th: Luohe Cable TV Satellite TV inserted for 30 seconds.
Newsletter media
May 6th - 8th: Emotional communication through mobile news platform, 30,000 / day; content for Mother's Day greeting newsletter.
Outdoor media hotel outside banner: 50 hotels roll up: 100 hotel window posters: 500 print media brochures: 10,000 copies, positive 16 open, 200 grams, double-sided color printing "Dahe Bao" dm single page: 13500 Share, positive 16 open, 157 grams, double-sided color printing eight, media performance, print media content and performance, see attached design draft, skipped here.
Newspaper draft:
Dm single page content:
Promotion page content:
Roll up content:
Hotel banner content: Niang, thank you for your kindness!
TV draft: 30 seconds screen one: a baby holding her mother's neck, the first word: mother.
Picture 2: A two- or three-year-old child falls and kneels on the ground and cries out: Mom.
Picture 3: A child of five or six years old goes to the kindergarten and waved goodbye to say: mother.
Picture 3: An eight-year-old boy came out of school after school and ran over and said: Mom.
Picture 4: A 18-year-old youth waved goodbye on the train and shouted: Mom.
Picture 5: A college student in his twenties is wearing a bachelor's suit and says to her mother: Mom.
Picture 6: A 30-year-old man dressed in a gown and said with his wife wearing a wedding dress: Mom.
Picture 7: A man in his forties sits at the boss's desk and says to the phone: Mom.
Picture 8: A photo of a mother's mother swiftly passes: pregnant in October, affectionate feeding, park play, umbrella in the rain...etc. Picture nine: "May 8th" calendar close-up, highlighting the words "Mother's Day" on the page . Overprinting large subtitles: grateful mother, mother loves eternity.
Screen 10: "Shaoyang Winery" main screen standard, overprinted subtitles: Shaoyang Winery and your mother's day.
Painting 11: Animation Subtitles: Please pay attention to the May 8th event. For details, see the Inland Special Zone Daily on May 8.

Newsletter content:
a: You are crying and laughing, you are falling and she is screaming; you are crying when you are sick, and you are proud of your success on the road.
b: I don't want to grow up. If I am strong, it is at the expense of my mother's embarrassment. I would rather not grow up. If Fenghua is in exchange for the mother's white hair, I would rather not grow up. If drifting leaves the mother with unlimited care; rather than growing up, if God Can return us a young mother.
c: Grateful mother, mother loves eternal. On May 8th, the “Shaoyang Winery” triple gift was dedicated to the world. Filial piety: high-grade wooden comb; youth ceremony: bright carnations; longevity ceremony: exquisite birthday gifts. For details, please pay attention to the "Inland Special Zone Daily" on May 8 or call the hotline: 13603959555
IX. Cost budget newspaper media:
"Inland Special Zone Daily": 1/4 version of color, 7,000 yuan / time, release 1 time 7000 yuan total: 7000 yuan TV media: 30 seconds commercials
30-second commercial film production fee: 3,000 yuan Luohe cable TV station: multi-channel insertion broadcast b group, 1,300 yuan / day, broadcast 7 days, a total of 9,100 yuan.
Total: 12100 yuan outdoor media hotel outside the banner: 100,
Hotel Roll up: 100,
Hotel window poster: 500 sheets,
total:
Print media leaflet: 10,000 copies;
"Dahe Daily" dm single page: 13,500 copies;
Hotel window poster: 500 copies;
Greeting card: 500 copies;
total:
SMS Media Mobile Newsletter Platform:
total:
Gift fee sandalwood comb:
Carnation:
birthday present:
total:
Overall planning and design expenses for the event: 15% of the total cost
total cost:
X. Event implementation rules Warm-up period: April 21st - April 30th
April 21: Start recruiting hotel temporary promoters;
Start making flat prints;
Start making roll-ups;
Start making all kinds of banners;
Start making TV commercials.
April 27th: Publish the "Inland Special Zone Daily" award-winning essay column 2;
Acceptance of flat prints;
Acceptance of roll-up treasures;
Acceptance banner.
April 28th: ​​Acceptance of TV commercials;
Organize hotel hotel promoters for training;
April 30th: Distribute roll-ups, leaflets and booths to each hotel;
Implement the "Dahe Daily" to send a single page of dm;
Ready to release TV commercials.
Event start-up period: May 1st - May 8th
May 1st: Wine tasting activities at various hotels will be launched;
Monitor the playback effect of TV commercials on the day;
May 1st: Beginning to implement the leaflet delivery staff;
May 5th: Deliver the content of the newsletter to the newsletter delivery company;
Organize leaflets to send personnel training and distribute leaflets.
May 6th: Monitor the effect of the release of the newsletter on the same day and conduct regulation;
Implementing the 8th Announcement of Advertising of the Inland Special Zone Daily;
Start to distribute leaflets in major shopping malls.
May 7th: Transfer gifts to various hotels;
Deliver a single page of dm in the "Dahe Daily" to the delivery unit;
Each hotel hangs banners and arranges booths.
The high tide of the event: On May 8th, the hotel promoters were in place to receive the customers who accompanied the mother to carry out the gift-giving activities.
XI. Training content and activity content training Combine with the overall program content of the event to train all hotel promotion personnel to understand the contents of the “Mother's Day” gift-giving activities, including time schedule, gift setting, and target consumer choice.
Mother's Day knowledge training combined with publicity brochures, dm single pages, etc., so that all hotel sales staff can understand the origins of Mother's Day.
Standards for gift-giving activities When the “Mother's Day” event target consumers arrive at the event hotel, the promotion staff will express the holiday wishes, introduce the activity content, and send gifts to the consumers according to the following contents.
Ladies and gentlemen, how are you!
Today is "Mother's Day", "Shaoyang Winery" in order to express gratitude and care for the mothers, specially prepared flowers and gifts to send holiday blessings, now have the mother to accept our blessings!

Hello! This is the mother's flower carnation, I wish you youthful stay, always beautiful!

This is the "Tan Carpenter" wooden comb, I wish you peace and smooth, family happy!
In addition, for the mother who has a birthday today, after showing your ID card confirmation, we will also send a birthday present. Is that right?
a: Then I will not bother you to eat, I wish you a warm and happy "Mother's Day"!
b: I wish you a happy birthday and good luck!
Now I will not bother you to dine, I wish you a warm and happy "Mother's Day"!
c: Our event ends at 8:30 tonight. Before that, you can receive your birthday gift at the “Shaoyang Winery” booth at any time with your ID card and hotel invoice. We welcome you. Now I will not bother you to dine, I wish you a warm and happy "Mother's Day"!