As a new beverage, its promotion is closely related to the sales channels and activities related to beverages. Among them, roadshows contribute the most as large-scale promotion activities! Roadshows are outreach and a stage. The stage gathers popularity, and the performance is to increase sales, not to make a public performance. We must maximize the publicity effect of the company and products. Tent is the undertaking of stage propaganda, and the ultimate goal of the performance is to grasp sales, and both hands should be hard! The host and the person in charge are the key to the success of the event. The specific implementation plan is as follows:

Before the road show:

Step 1: Determine the location.

1, location:

The location of the road show must be in the big terminal, with strong sales staff and a large flow of people, and there is room for the stage and tent. The terminal is the undertaking of the roadshow, and the roadshow is the extension of the terminal. The two influence each other, and only by doing a good job of terminal undertaking can the greatest effect of roadshows be exerted.

2. Site contact:

The venue must be determined at least one week before the planned activities. Please pay attention to negotiate with the shopping mall and urban management for venue contact. When contacting the venue, it is necessary to determine the location of the stage and tent, the size of the stage, power supply and the scope of temporary promotion activities. Find out if there are any information about other brands' activities on the day of the event, especially competing products. In the school where students gather, we should implement the contact with the school: the contact of the venue, the communication of school security, the cooperation of student organizations and so on.

Step 2: Performance Team

1, the team is determined to:

The effect of the performance team is the excitement of the whole roadshow. There are two ways to form a performance team. One is to hire an performing arts company. The second is to invite art students (host and dance, music) to form. The third is the screenwriter and director. Promoters, business people, agents, their own programs, their own hosts! In addition, the promotion team is the key to brand promotion, and we will contact promoters who can talk and have rich sales experience.

2. Determination of expenses:

In the above three ways, the cost is decreasing. But please ask the performing arts company to consider the rationality of the charges. Zhejiang is close to the current performance company charging standard (reference) RMB (4 hours/day /2 performances)-RMB (4 hours/day /2 performances). Among them, it is necessary to consider whether the expenses include stage speaker equipment, including tax stamps. Number of performers (at least one sound engineer, one support, two dancers, one male singer and one female singer). These are generally included. The temporary sponsor, 300 yuan (12 hours/day), the management and design cost is 8% of the total cost.

Step 3: Determine the theme

1, determination of the theme

The theme of roadshow should be consistent with the actual date and situation of the event, and it can be innovated in combination with local characteristics. The theme is different, and the gimmicks that attract consumers are different. Many roadshows will make consumers lose their aesthetic value. Don't think that roadshows have been done many times, and you are very experienced without paying attention. Such roadshows will only become less and less effective.

The determination of the theme needs to consider several factors. First, avoid excessive commercialization and try to be close to public welfare and entertainment. Second, it is easy to understand, innovative and distinctive. You can choose a theme in combination with an activity game or an activity form. Third, the color pages, posters and background cloth have the same theme!

2. Determination of activity form

One, try drinking

At the road show site, you can try to drink in a venue with a large flow of people.

B, lucky draw

As a necessary form of many roadshows, lottery is still attractive. But at present, this form has been adopted by major manufacturers, so our form and strength must be great. The bonus must be high, the winning rate must be announced, and the lottery form must be determined!

C. promotion

This time, the intensity should be even greater. The most important thing for drinks that have just entered the market is to get consumers' affirmation first and give back to consumers at a certain level below the market price.

Step 4: Material preparation

1, guaranteed to people

Publicity materials are divided into publicity materials and activity materials. Publicity materials are used to create momentum and expand publicity. The principle is not to put two if you can put three. The louder the noise, the better. Active materials are used to capture customers and ensure their needs. Every piece of materials, big or small, must be delivered to people by special personnel according to the material preparation list, and the responsibility lies with people (see' roadshow material list'). The person who prepares the materials, the quantity of the materials and the time when the materials are in place must be completed at least two days before the performance. 2. Special color pages

Design special color pages for roadshows. On the one hand, it is a detailed introduction of the functions of the main models, on the other hand, it is the theme of the event, the information of buying gifts/lottery, and the time and place of roadshows. To determine the number of color pages, it must be printed one week before the performance to facilitate preheating, and the color pages must have the function of receiving gifts (pad, exercise books, fans) free of charge on site. On the premise that conditions permit, color pages can reflect certain entertainment information!

Roadshows generally use a single page of 1-20000.

Step 5: Prepare for division of labor.

1, Commander-in-Chief (with special emphasis):

One person must organize and lead the whole activity, coordinate and plan the whole activity, and supervise the combat operations of each team. He is the soul of the whole activity. Its job is to mobilize, arrive and assign sales tasks before the war, inform sales changes in time, organize and shout slogans, guide field personnel to sell, quickly solve emergencies, summarize after the war, and comment on activities and personal performance.

2. Pro-team building:

(1) One person creates jobs. Promoters must be experienced, eloquent and know the product.

② Targeted training. Pro-promotion is divided into two categories: propagandist (distributing colorful pages, guiding customers, holding placards and shouting slogans) and interpreter training, and then making training plans according to the situation on the road show site. A commentator should also be an excellent propagandist, and training is what everyone should do.

3. Moderator: The moderator is directly related to the influence of the stage performance. The host should have extraordinary passion, affinity, rendering power, ability to control the field and adaptability, and understand the main selling points of Noah's Ark Company and its activities that day. The host should make it clear that the roadshow of the day is mainly about sales, understand the information of buying gifts, the program flow of activities, communicate with the performers of various programs in depth, and know what the small gifts prepared in the program are and how much they cost. The realization of the host needs the company's training, understanding the company's products and understanding the various characteristics of the products.

4. Performer: You don't need to find a special performance company to perform the program. The programs performed by performance companies are too popular and commercialized, and the cost is high. We will contact outstanding performers from schools and children's palaces to perform wonderful performances such as songs and dances, and product introductions will be interspersed in the performances.

Step 6: preheat

On the day of the road show, the popularity is strong, and preheating is very important. Be sure to let more people know when and where the presidential drinks will be held, and distribute them to schools, communities, supermarkets and other places around the event site as far as possible 5-7 days in advance. Be extensive and thorough.

Regional managers and business people must lead the team and supervise the distribution. Publishers should carry out targeted training, distribute audio to target customer groups, and inform them of the venue and preferential content.

Precautions for color page preheating:

"Fixed point": it means preheating in different places. Street shops in vegetable markets. Leisure square. Schools and supermarkets. Villages and towns, etc. .

"Timing": go to a certain place to warm up at a certain time, so that time can be comprehensively utilized and the best effect can be achieved. For example, go to the vegetable market in the morning, go to street shops in the afternoon, and go to training centers and schools at noon. Go to the leisure square in the evening and wait with the monk Chao.

"Designated person": the business person or the person in charge of the sales promotion team is responsible for the preheating effect of his team. Cooperate with division of labor to warm up and plan as a whole!

Step 7: Mobilize before the war.

The day before the activity, all relevant personnel who want to participate in the activity should be called for a mobilization meeting. Refine the work that everyone should do to everyone, and everyone should understand their roles and tasks in the activities.

A. introduce the basic situation. Including roadshow theme, gift information, event time and place, sales target. (The person in charge of the activity carefully calculates and determines the sales target and refines the target sales according to the people flow at the activity place, past sales situation, competitive product promotion, roadshow input cost, etc. )

B. group and allocate sales to each group. 2-4 groups, there is competition and cooperation. Set up a team leader and announce the commission method. Make posters to announce sales and attract competition.

C. Shouting slogans. Boost morale. (Practice the slogan in advance)

Roadshow: Step 1: Arrive

1. Count the number of people: count all the people and the number of people who have been promoted 30 minutes before the specified working hours, and call before they arrive.

Determine the arrival time;

2. Assemble in line and sign in: Teams with more than 6 people (including salespersons and businesses) are arranged in two opposite rows, and the team leader stands between the two teams and arrives. Arrive with the temporary promotion work list of the day, ask for it loudly and answer it loudly. At the same time, teammates know each other (the team leader is required to be familiar with the temporary promotion list in advance, and the temporary promotion name can be called at the scene, and "Hello" and "Who" are prohibited); Then everyone signs in after their respective lists.

Step 2: Division of labor

Take out the list of division of labor listed in advance the night before, and indicate everyone's specific work; Posts in temporary promotion offices. Determine the site station and emphasize the mutual cooperation within and between teams;

Step 3: Sales Distribution

1. Divide the total sales into points according to the point of sale (each tent and counter);

2. Announce the sales target of each point as a team, emphasizing that the sales volume is completed by the team, and it is forbidden to distribute the sales volume to individuals;

3. Confirm the sales volume and number of people in each team in the form of question and answer;

4. Arrange the activity venue, be familiar with the counter route of the shopping mall, and observe the favorable terrain and route such as the checkout counter, competing counter and elevator entrance.

Step 4: Program arrangement

1, program flow reference:

Before 8 o'clock in the morning, set the scene (stage setting-it is best to set it the night before; Audio debugging; Background installation)

The advertising time is from 08: 00 to 09: 30. Distribute leaflets, warm up activities, and March on the streets with placards.

09:30-09:50 The host introduces the company and the theme of the activity, and the activity begins.

09: 50- 10: 15 program performance10:15-10: 30 game interaction and product display (products will be displayed as long as they are popular)

10: 30- 10: 40 program performance

10: 40- 10: 55 interactive game

10: 55-11:15 product introduction, interactive games (watermelon eating contest, balloon riding contest, etc. )

11:15-11:25 program performance

11:25-11:30 moderator summary activities

Afternoon: The program time in the afternoon starts at three o'clock and ends at five o'clock. This process can be repeated in the morning activity arrangement.

Step 4: Key points of on-site monitoring

1, shout slogans

Shout the slogan once on the hour, and increase the frequency according to the on-site situation: for example, when morale is low, when people flow heavily, when the product counter is watched, when sales occur;

2, placard parade

When there are not many people at the event site (such as after the stage performance), hold placards and March around the event site to maximize the publicity effect. Pay attention to the correct cards, neat steps and loud slogans. Specially arrange one person to distribute colorful pages along the way.

Step 3 solve the problem

During the activity, everything is arranged by the commander-in-chief. No matter what problems are found, they should be reflected to the commander-in-chief in time and solved immediately.

After the roadshow:

Post-war summary (15-30 minutes): After the activities in the morning, the commander-in-chief should make a brief summary of all the personnel in time, and after the activities of the day, the commander-in-chief will organize an exchange of ideas after all the materials are packed. First, let the person in charge of each group summarize the work of the group, then let everyone grade themselves with a hundred points system, and summarize their performance today for two minutes. Finally, the general manager summarizes the experience and points out the shortcomings, praises advanced models, and announces the salary on the day of promotion. The purpose is to sum up experience, strengthen deficiencies and enhance the sense of collective honor of pro-promotion.