Gather popularity, improve popularity and increase turnover;
Second, the activities of the program:
1. Pre-publicity:
Through the network, DM sheets, X-display stands at the door, with the help of the media to carry out more thoughtful publicity, gather more people to participate in the competition. The publicity scope is carried out in Mianyang City, and more importantly, it is carried out near the store and within 2-3 kilometers of Fiona Fang to improve the popularity and popularity;
2. Materials required for the activity:
During the activity, the following materials need to be prepared for venue layout, competition award distribution and publicity; Event site layout:
1, 200-300 balloons;
2. 180 cm-200 cm arch1;
3.6 Electrostatic stickers for games;
4.20 wedding ribbons;
5. Banner 3-4;
Publicity:
65438 sheets+0,500 Deutsche Mark;
2.2 booths;
3.60 water cards;
4. KT board portrait12;
Activity reward:
1, and the activity bonus is 3000.00 yuan; (first place 1500.00, second place 1000.00, third place 500.00);
2. Ranking Certificate15;
3. 15 activity prizes (5 Siberian V2 headphones in the first place, 5 variable speed Condor mice in the second place and 5 LOL mouse pads in the third place);
Three. Active staffing
COS plays 4 people; Internal staff
On-site commentary 2 people; Waiqing
2 supervisors; Internal staff
On-site etiquette 4 people; Internal staff
Shoot 2 people; Waiqing
4 guests; Internal staff
Anbao 2 people; Internal staff
2 technicians; Maintenance company
2 major holders; Internal staff, myself.
Voice control 1 person; Internal staff
The total number of people at the event site is 26;
Four. Activity flow
The activity cycle and arrangement are as follows:
1. Activity cycle;
The whole activity cycle lasts for 4 days;
Day 1 day: decorate the activity venue, put up decals, pull ribbons, pull banners, put up balloons and make arches; The next day: 7: 00 am-65438+02: 30 pm:13: 30-65438+08: 00 pm;
All staff must arrive at the activity site before 7: 00 am to make a series of preparations; At 7: 30 in the morning, gather the staff, COS, narrator and host to make up, proofread and rehearse.
Call everyone to a pre-meeting meeting at 8 am;
At 8: 30 in the morning, the players sign in and update the online dynamic information in real time; Stop signing in at 9: 30 am and count the number of people at the scene;
At 9: 45 am, all the equipment was finally debugged and all the personnel were in place (except the host); At 9: 55 am, the host is in place;
10: 00 am, the activity officially started;
10: 05 am, the host made an opening speech;
Game start time10: 20am;
On the second day of the activity, the contestants will have a sea election, with lunch at noon 12: 30 and sea election at afternoon 13: 30, and the winner will enter the next day's competition.
The third day: it starts at 8: 30 in the morning and lasts until 17: 00 in the evening. On the last day, the top four will enter the semi-finals and finals.
Day 4: The semi-final starts at 9: 00 am, and the two teams take turns to start at noon 12:30.
Start lunch time,
The final will start at 13: 00 pm;
The award ceremony will start at 16: 00 pm, and the top three will take a group photo at the award ceremony.
In the afternoon 17: 10, the whole activity is over;
Note: From the second day to the fourth day, the live COS will conduct a live catwalk every 30 minutes, and the commentary will randomly explain the 6- 10 team the next day. The host should always set off the atmosphere at the scene and mobilize the popularity. The camera mainly captures close-ups, close-ups, panoramic views and expressions of people. 1 day and the second day of the sea election, BO 1 mode was adopted, and BO3 elimination mode was adopted in the rematch and final;
Verb (abbreviation for verb) activity budget
The estimated cost of the whole activity is 8600.00 yuan-10500.00 yuan.
Including (COS clothing costs, presentation costs, bonuses, gifts, camera costs, event planning and design costs).
Planning of opening ceremony activities
The opening ceremony is based on the grand celebration atmosphere, and the activities aim to form a good brand promotion and image display effect.
Through the opening ceremony and guest reception, the theme and taste of Hangzhou XX Liquor Company were reflected, which left a deep impression and good reputation in the minds of participating consumers, established brand loyalty, enriched potential customers and established a leading position in the industry.
Second, the activity procedure
This planning case consists of two parts: the opening ceremony and promotion activities.
Opening Ceremony of Hangzhou XX Wine Company
The layout of the main venue of Hangzhou XX Liquor Company is as follows:
1, stage:
The stage is set in the square on the first floor of Zhongnan International Building where Hangzhou XX Liquor Company is located. On the left side of the square, a large arch of15m is used to set off the atmosphere. Due to the hot weather, a sunshade of about 150 square meters was built in the center of the square in front of Xiamen University in Central South China.
The red carpet extends from the arch to the awning. From the arch to the awning, there are two welcoming people, as a welcoming avenue, with small flower pots on the side.
The main stage is located at the south gate of Zhongnan International Building, with the platform (about three meters) above the existing steps as the stage, and then the existing glass door is covered with the background wall, and the red carpet is paved. There are stereos on the left and right sides of the stage, with a vertical microphone in the middle, and green plants and colorful bonsai flowers are placed at the bottom of the painting screen at the back of the stage (including under the stage).
2. Full set of audio: a set of 2 main boxes, 2 return radios, 1 mixer and cabinet.
3. Background frame structure: 6 m long *3 m high frame structure.
4. Awning: The awning is built about three meters below the steps of the main stage, with an area of10m *15m. There is an entrance on the left.
5. Placement of tables and chairs: The awning is covered with red carpet, and 65,438+000 chairs are placed for guests to sit.
6. Welcome area: There are four welcome staff in the sunshade to guide the guests to their seats and distribute mineral water.
7. Arch: An arch with a width of 15m is set on the left side of Zhongnan International Plaza. (advertising reference):
Advertising leads:
Celebrate the grand opening of Hangzhou XX Wine Co., Ltd.
Note: For placement locations, see Graphic Effect Icons.
8. Two balloons: Two hanging balloons "Warmly celebrate the grand opening of Hangzhou XX Liquor Company"
9. Guiding signs: One guiding sign is set at the entrance of the Fourth Bridge and one at the entrance of the square.
10, multicolored roadside flags (20 faces): set around the square to render the atmosphere.
1 1, flower basket (1.5-meter-high three-story flower): words on the flower basket: Congratulations on the grand opening of Hangzhou XX Liquor Co., Ltd. * * Congratulations on the company.
There are flower baskets on both sides of the stage.
12, corsage (20 guests)
13, ribbon-cutting: leaders cut the ribbon together (Miss Etiquette came on stage, for reference only. )
14, hostesses: Six hostesses, dressed in uniform red cheongsam, stood at designated places to greet guests.
15. Layout of guide card, tourist rest area and other indication signs for vehicle access:
At a fixed position on the edge of the square, set up vehicle entrances and exits, parking guide signs, and vehicles will be parked there in a unified way. Vehicles are parked under the guidance of security guards. Note: security guards should pay attention to the' guidance' of on-site parking.
16. process display platform: a conference process display platform is set at the guest entrance, which mainly indicates the approximate time of the meeting and the orientation map of the guest banquet.
17, go through the relevant examination and approval procedures.
Go through the relevant examination and approval procedures: communicate with the property management company for phased construction and report to the Meteorological Bureau for examination and approval.
18, preparation of other materials:
1. Names of main VIP seats, flower trays, flower baskets, colored balls, ribbon-cutting tools, etc.
2. Guiding signs, stop signs, sign-in signs, rest area signs and guiding signs.
3, atmosphere effect diagram, stage, background frame, sound, colorful flags, tables and chairs;
4. Moderator, staff, etc.
5. Prepare to file in case it rains.
Second, the guest tasting meeting (Geshan Pinyue venue) layout
1, sign-in desk: the sign-in desk is located on the left side of the entrance, with two tables and two staff. Prepare a desk card (guest sign-in desk) and a sign-in book for two books, and bring some pens.
Welcome six guests and guide them to their seats.
3. The main stage of tasting: located in the center of Geshan Hall, with a 4.5 * 3m background wall behind it. The stage is the stage of the hotel, and the podium is located on the right, with flowers.
4. Projector: A projection screen is provided on the right side of the stage for PPT presentation.
The planning of the opening ceremony activities Part III: The significance of the activities
The opening of Children's Paradise is the key first step for the withdrawal of funds and brand expansion in this area. It is of great significance to decide whether the regional market can be successfully opened, so the opening ceremony should be fully prepared and publicized. Try to be popular.
Second, the purpose of the activity
1, create a festive atmosphere for opening, and strive to make the opening hot; Show strength, establish image and expand industry influence.
2. Quickly establish the popularity of children's paradise, pave the way for the good development of the region, attract more customers to participate in the opening activities, and then cultivate stable consumer groups.
3. A good start will create a good development momentum, promote sales and increase sales; At the same time, it can also evaluate and improve the quality and sales skills of personnel, and enhance their confidence and cohesion.
Third, the activity time
XX，XX，XX，XX
Fourth, the venue
XXX district children amusement park
Verb (short for verb) is the theme of the activity.
The opening of the children's playground is a great reward.
Sixth, preliminary preparation
(1) Publicity: the way and specific operation of pre-publicity.
1. Posters and outdoor advertisements: The outdoor advertising space provided by the mall is effective for spraying large advertisements; Shopping mall handrail stair glass and railing glass can be used as shop advertising space; Community newspaper column.
2, community home publicity:
This is the most direct and effective means of operation, but it is also the most complicated method. Specific operation:
(1) Divide the publicity into two publicity groups with more than two people in each group. If conditions are limited, one person can work in a group. The purpose of the publicity group is only to find and track customers, understand the details and needs of prospective customers, and finally guide customers into the opening scene through one-on-one publicity with customers two weeks before the opening.
(2) Divide the area within 5km, and basically realize balanced distribution. Each group is responsible for a region and carries out its work. Competition between the two groups, the competition index is to guide the number of people entering the park and the number of customers signing the bill. Give recognition to outstanding performance, such as cash reward and job promotion. According to the sales volume of each group, take commission and other measures to mobilize the enthusiasm of sales staff.
(3) Home publicity content: the general situation and introduction of the park and the detailed introduction of the opening activities. It is worth noting that after understanding the situation of prospective customers, it is necessary to collect, sort out and track them, and keep in touch with all the staff in the store to find a suitable starting point to prepare for the rapid card opening. The day before the opening, the propagandist should communicate with the prospective customers by telephone and confirm to come to the store to participate in the opening activities.
3. Distribute leaflets:
Part-time jobs can be arranged at intersections, downtown areas or along streets 2-3 days in advance.
4. Newspapers with leaflets:
The design of the leaflet should be clear at a glance, and the theme of the activity should be obvious. Production should reflect the grade of the brand. Never print leaflets in red and yellow, there is no grade.
Release content:
A. Information of class commencement: time, place, position, appointment telephone number (advance appointment can be provided).
B. Contents of preferential activities
C. Relevant information of the park, mainly cultural connotation.
D. Information about the participation mode of the lottery and the distribution of gifts.
Function: The newspaper has the most direct publicity effect, wide publicity coverage, comprehensive information and clear target customers. The stunt will inevitably attract the public's attention and be willing to participate in the activities held when the new store opens, thus achieving the publicity effect.
Entrained media: ×× newspaper
Number of publications: × 10000 copies
5. SMS platform opening notice
It doesn't need to be distributed all over the sky, but it can be distributed in the residential area of 3 kilometers in Fiona Fang in the form of satellite positioning. Which is location transmission.
6, city children's channel publicity
Can cooperate with local children's channels and radio stations for business promotion.
7. Advertising promotion of bus and taxi rear window glass.
8. In the urban community network, Mommy writes soft articles and sends pictures online for promotion from the perspective of Mommy.
9. Contact and interact with nearby kindergartens and preschool institutions, and invite kindergarten children and primary school students to visit the park.
(2) Layout of the opening venue:
1, outdoor layout
A. A number of congratulatory messages are hung in the building; (Specific slogan to be determined)
B several congratulatory hydrogen balloons (also called lift-off balloons) will be released in front of or on the roof of the building. (Spherical display * * grand opening of children's playground)
C, some colorful flags can be planted on the roadside of the park.
2, the layout of the entrance
A. A big red carpet is laid at the gate (red sets off the festive atmosphere when opening), and a number of flower baskets are placed on both sides of the red carpet, which is full of warmth, auspiciousness and celebration;
B, there are 1 large inflatable arches at the entrance, which are magnificent. The content pasted on the archway is: "Warm congratulations on the grand opening of * * Children's Paradise".
3. Layout of the park
There are more balloons hanging in the park, and the styles are mainly red and yellow, which shows enthusiasm, prosperity and celebration!
Step 4 arrange gifts
Gifts should be placed with momentum and in large quantities, giving people the feeling that there are many gifts and they are very valuable. There is only one purpose, to attract the attention of passing customers and create a business atmosphere.
(3) Personnel arrangement for opening activities
1. Gift delivery (1 person) (please note that the child's name and contact information should be registered before delivery).
2. Customer information registration (1 person) (the workbench, printed forms and pens should be prepared, and the contents of the forms include name, telephone number, date of birth and address).
3. Card and cashier (3 persons)
44. Maintain order in the park (2 persons)
5. Order maintenance outside the park (1 person)
6, outdoor personnel guidance (2 people) can assist other positions in time.
(4) Preparation of articles
1 2 doll (taking cartoon characters in recent popular cartoons as dolls)
2, prizes, lottery boxes, lottery tickets
3, customer information register, pen
4. Year card, season card, month card and happy card.
5. Small change
6, leaflets
7.balloons
8. Welcome
Seven, the opening process
At 8:00, all the staff arrived at their posts and made all the preparations before the celebration;
Turn on the stereo at 8: 30, play beautiful songs and enliven the scene;
9:00 salute, officially opened;
At 9: 30, the dolls walked up and down the shopping mall, making a lot of noise;
10:00 to start the lucky draw.
Eight. cost budgeting
1, publicity expenses
Step 2: Bonuses
3. Material cost
Step 4 provide funds
Nine, matters needing attention
1, the choice of opening day, it is best to set it on weekends or holidays, which is more popular; Moreover, we need to pay attention to the climate, which is not suitable for opening in rainy days, and it is inconvenient for people to travel in rainy days.
2. On the opening day, the staff dressed up to show the standardized and professional management of the park.
Planning of opening activities 4 I. Purpose of opening activities:
1. Establish the public image of the store and win the attention of major media.
2, through the opening activities to gather popularity, show the new image of xx, improve visibility.
3. Strengthen the local influence of xx store and promote sales through opening activities.
4. Attract the attention of the public and the media through unique activities and improve the communication effect.
Second, the early publicity plan:
The success of the opening activities depends on whether the pre-publicity is in place. Only by doing a good job of publicity in the early stage can we ensure the success of the opening activities. We should have this awareness ideologically, and we would rather postpone the opening of the business than be careless in the early publicity.
Pre-publicity methods and specific operations:
1, community home promotion:
This is the most direct and effective means of operation, but it is also the most complicated method. Specific operation:
(1) Divide the publicity into two publicity groups with more than two people in each group. If conditions are limited, one person can work in a group. The purpose of the publicity group is only to find and track customers, understand their details and needs, and finally guide them into the opening site through one-on-one publicity with customers two weeks before the opening.
(2) Divide the buildings in counties and cities, and basically realize balanced distribution. Each group is responsible for a region and carries out its work. Competition between the two groups, the competition indicators are the number of customers who lead into the store and the number of customers who sign the bill. Commend outstanding performance, such as cash reward, business personnel assessment and retention. According to the sales volume of each group, take commission and other measures to mobilize the enthusiasm of sales staff.
(3) Home promotion content: company introduction, product introduction, detailed introduction of opening activities, basic information and wishes of customers, and invitation to enter the store. It is worth noting that after understanding the situation of prospective customers, it is necessary to collect, sort out and track them, and keep in touch with the shopping guide to find a suitable starting point to prepare for the rapid signing of the bill when opening. The day before the opening, the salesman should communicate with the prospective customers by telephone to confirm that he will come to the store to participate in the opening activities.
2. Newspapers with flyers: The design of flyers should be natural and the theme of activities should be obvious. Production should reflect the brand grade. Never use red and yellow printed leaflets, there is no grade.
Release content:
A. Information of class commencement: time, place, position, appointment telephone number (advance appointment can be provided).
B. Contents of preferential activities
C, enterprise-related information, mainly cultural connotation.
D. Participation method and gift distribution information of participating in the opening lottery.
Function: Garbo publications have the most direct publicity effect, wide publicity and comprehensive information. The target customers are clear, and the stunt will inevitably attract public attention and be willing to participate in the opening of the new store, thus achieving the publicity effect.
Entrained media: ×× newspaper
Number of publications: × 10000 copies
Release date:
3. Temporary advance notice of newspapers and TV media: publicity is carried out within one week before the start of the activity, generally for temporary centralized publicity. Creating motivation is crucial.
4. Notice of the opening of SMS platform: It doesn't need to fly all over the sky, but it can be sent in the form of satellite positioning, focusing on all development buildings and building materials markets. Which is location transmission.
5, of course, combined with the local actual situation, can also take other effective methods to promote.
Third, the design of publicity content of opening activities:
First of all, we need a product with a relatively low price to attract customers and detonate the market. This price needs special emphasis and eye-catching At the same time, the design of promotional content should be relatively lively, such as price discounts and promotional gifts. And even take lottery, lottery and other ways.
Four. Create an atmosphere for the opening ceremony:
Arches, colorful flags, carpets, hanging flags, balloons, Yi Labao, flower baskets and other traditional ways can be used. The momentum must be great, such as making ten arches, lined up and so on. In order to really create an atmosphere. At the same time, the gifts should be placed with momentum and piled up in a big pile, giving people the feeling that there are many gifts and they are very valuable. One of the purposes of roadshows is to attract the attention of customers who come to visit and find the location accurately; In addition, it can attract the attention of all citizens and even the media. It is also a supplement to the atmosphere at the scene.
1. terminal layout: (reference)
(1) Adjacent blocks (in the building materials market): Announcement of Layout of Adjacent Streets and Urban Main Roads.
(2) Outside the store:
"Outside the door, the flag of the enterprise is displayed.
"Put a balloon in front of the door.
"Set up a big arch outside the door.
"Set up a large theme exhibition board in front of the store to release the theme of the event.
"Building hanging giant color vertical standard.
"The door is decorated with balloons and bouquets.
(3) In-store
A reception desk clearly marked with corporate LOGO was set up at the gate, and promotional materials were presented to the participants.
"Set the hostess and shopping guide.
"Establish a guidance system and set up a sign clearly indicating the corporate logo.
"There is a popular flag hanging on it.
"The relevant areas in the store have set up rest areas, equipped with service personnel, and distributed gifts and promotional materials.
"Set up a business publicity desk at relevant locations in the store to display related gifts, promotional materials and souvenirs, and provide consulting services.
We will combine the layout of the terminal with the theme of the opening ceremony, but no matter what theme we promote, our company will strive to be "serious, meticulous, serious and comprehensive" in the venue.
2. Specific layout: (Reference)
-Print the form and pen of the small gift distribution office: register some personal information of the customer (name, work unit, home address, contact number (please fill it in after receiving the gift).
–Sign-in desk/pen and paper.
–Tables and chairs
-Gift xx exquisite portable paper bags 200.
–xx promotional materials 200
–colored hydrogen balloon (xxLOGO) 200
Small gifts: xx exquisite advertising pens 200.
-xx exquisite notebook, designer integrated xx porcelain cup.
–Unified allocation of employees and other souvenirs
1 Red Ribbon (xx Building-above luxury, home to glory)
2 breastplate
3 xx shopping guide clothes
–guest 1 corsage 6
3. ribbon-cutting ceremony: (reference)
(Basic contents: opening ceremony-leaders' speeches-ribbon-cutting-various professional performances such as cultural activities-drawing lots for participants-some VIP banquets (at the same time as drawing lots))
Celebrations:
The opening ceremony is tentatively scheduled to be held in the store at ×××× on the morning of ×××× 200. (If there is no suitable venue, the company can rent other squares or hotels.)
—— At 9: 30, the music at the venue was loud, the colorful flags were fluttering, the welcoming guests, the military band, the lion dance team and the hostess were in place, and the staff were ready for work;
—— At 9: 40, company leaders and guests entered the venue one after another. The hostess signed in the guests, put on flowers and led them to their seats. The hostess waited at the entrance to prepare for the leading role.
At 9: 55, the master of ceremonies (inviting the host) announced that the celebration was about to begin. Please be seated, leaders, guests and all participants in the celebration.
-10: 00 The celebration officially started, and the ceremony master recited the opening remarks of the master of ceremonies; (In-store signing starts at the same time)
-The master of ceremonies read out the list of the main guests attending the celebration;
-Celebration emcee announces: the opening ceremony of xx×× flagship store begins! (10 second);
-Celebration emcee invited the military band to play a song;
-MC announces: ×× Go ahead; (company leader);
-MC announces: ×× Go ahead; (VIP)；
-The ceremony master presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests to their positions;
-Celebration MC invited the general agent of xx Jiangxi to preside over the cutting ceremony.
-XX club leaders announced the opening of XX flagship store! (Leaders and guests cut the ribbon! )
-At the moment when the ribbon was cut, the music was loud, fireworks were flying all over the sky, dragons and lions danced, and the celebration reached its climax;
Various colorful performances, such as aerobics and Latin dance. (Roadshow activity begins)
-Celebration emcee announced: Banquet for distinguished guests!
In the song, the emcee concluded,
The celebration is over.
Verb (verb's abbreviation) Training and arrangement of opening personnel:
On-site billing personnel should be arranged in place, in addition to the billing page, but also responsible for maintaining on-site order. It is best to enter the community in the early stage to communicate with the salesman to send the bill. They can eliminate the strangeness of the advertised customers, directly guide these customers into the store, and make psychological preparations for signing the bill, with a high success rate. The shopping guide must be trained, preferably married, decorated at home and experienced in decoration. The number of shopping guides should be sufficient. Logistics personnel should also be in place.
Six, on-site control:
Weather problems; Hydropower layout; There are special personnel in charge of different product areas, and relevant materials are prepared and supplemented.