Marketing Plan for the Opening of Maternal and Infant Store 1 1. Planning Ideas
Based on the characteristics of background analysis, this shopping mall can be regarded as a leader in leading regional consumption, so we should first gradually improve our popularity and reputation, form a good reputation among consumers and help expand merchants. All these require pre-publicity activities to cultivate consumers' awareness. Of course, the opening day is the most important.
"Opening the market" to ensure "winning the first battle" is the primary task of all new projects, especially in today's increasingly fierce trade. Therefore, in order to have a warm atmosphere and real publicity for the previous activities, all kinds of celebrations need to be shocking and well-known in order to gain a firm foothold.
Second, the principle of activities
1. We must build a scale on the momentum of the opening ceremony and pursue a warm atmosphere and attraction.
2, through the opening ceremony, and strive to leave a deep impression in the surrounding residents.
3. There should be continuous promotion activities to make customers feel fresh, form news points and facilitate communication.
4. Promotional activities can really make customers feel "affordable" and ultimately improve the reputation of this shopping mall.
The planning scheme of this project should be easy to operate and implement, with controllable risks.
Three. moving target
By successfully holding the opening ceremony, we can improve the reputation of shopping malls, promote investment and attract consumers.
Fourth, the preliminary preparation plan
Before opening, we will do roving publicity and performing arts promotion activities in major indoor streets and major schools. The promotion has begun.
X weeks or x days before opening, distribute opening publicity materials to surrounding residents, passers-by staff and schools.
X weeks or x days before the opening, floating balloons are placed around the shopping mall, and opening celebration banners are hung to create a festive atmosphere. Warm up for the official ribbon-cutting.
X weeks before the opening, increase promotional activities to ensure the passenger flow on the opening day.
Verb (abbreviation of verb) project implementation plan
1, active element
Event name: xxx Event time: 20xx year x month x day
Venue: xxx Activity crowd: leaders of shopping malls, special guests, residents of surrounding residential areas, interception of past individual travelers, etc.
Activity goal: By successfully holding the opening activities, we can improve the reputation of shopping malls, promote investment and attract consumers.
Step 2 organize activities
First, the atmosphere outside the mall decoration.
B, site layout:
Stage and sound configuration, flower baskets, banners, floating balloons and cold fireworks, etiquette organization, etc.
C, performance:
Military bands, lion dance performances, street dance and singing performances, and yangko performances continued the opening atmosphere of xx Day.
D, early publicity work:
1) Promote Che Jin's performing arts tour in the county (suburb).
2) pop posters and display boards in shopping malls to create a festive and lively atmosphere.
E. Post-publicity work:
Performing arts for x days (every afternoon) and maintaining a festive atmosphere for a period of time.
The above scheme was determined by our company after many discussions. Please give guidance and make good preparations for this celebration ceremony. We believe that the guiding ideology should first follow the three principles of "enthusiasm", "frugality" and "meticulous". The so-called "enthusiasm" means trying to create a cheerful, festive, grand and exciting atmosphere in the celebration ceremony, without being too dull and boring.
The ceremony is simple, but it is essential to be warm and grand. It's better not to do it at all, or to stop and go through the motions dejectedly.
The so-called "frugality" means that the organizers are required to be diligent and frugal in the whole process of holding the celebration ceremony and preparation, and to be realistic in the expenditure. Moderation and frugality. The so-called "meticulous" refers to the time for the organizers to prepare for the celebration ceremony. We should not only follow the etiquette convention, but also analyze the specific situation, carefully plan, pay attention to details, be responsible for the division of labor and be meticulous. Try to be careful and meticulous to prevent duck eggs from making mistakes on the spot, even if they are very dense and have seams.
In short, we will discuss with you more to minimize the cost of the activity and achieve the effect of the activity.
Marketing planning scheme for opening activities of maternal and infant stores II. Activity background
In order to celebrate the opening of "xx International Fitness Club xx Elite Club" and enhance the popularity and influence of "xx International Fitness Club xx Elite Club" in xx, this opening activity is specially held.
Second, the purpose of the activity
① Expand the influence and popularity of "xx International Fitness Club xx Elite Club" in xx.
② Celebrate the opening of "xx International Fitness Club xx Elite Club".
③ Attract the attention of the target audience and achieve the final sales target.
Third, the target object.
White-collar workers and business people with high income and high consumption.
② Students who love sports and are curious and stay-at-home women.
Fourth, the theme of the event
Healthy and beautiful
A graceful figure is no longer a woman's patent. In the new era, more and more "handsome guys" begin to pay attention to their muscle engineering, and their demands for sports are getting higher and higher. Exercise is not only an important way to shape a charming figure, but also an important way to achieve a charming face. It perfectly combines health and beauty with fitness, making people who exercise healthy, energetic, beautiful and attractive.
Verb (abbreviation of verb) activity details
(1) Opening Ceremony
1. Time: 9:18-11:00.
2. Venue: xx Club Square, xx International Fitness Club
3. Moderator: xxx, host of entertainment channel of XX TV station, and xxx, president of XX Dance Art School.
4. Activities: Opening ceremony, leaders' speeches, investors' speeches, group headquarters speeches and performances.
Invite guests
① Leaders of the Municipal Sports Bureau;
② Relevant leaders of XX County;
An entertainment star.
6. Invite the media
① xx TV station;
② xx county TV station;
③xx Evening News.
7. Staffing
Project director: responsible for the arrangement of the whole event and the reception of distinguished guests.
Miss Etiquette: Responsible for welcoming guests and serving tea to the audience.
Photographer: Responsible for the recording and subsequent production of the opening ceremony.
On-site execution: responsible for site layout and equipment debugging.
Transportation reception: mainly responsible for receiving VIPs, leaders and media to the venue.
8. Public participation
In order to expand the popularity and influence, more interested mobile people can watch the program.
Note: All invited media and guests should use invitation cards to show the sincerity and formality of xx International Fitness Club as an elite club.
(2) Appreciation Banquet
1. Time: 1 1: 18
Venue: Banquet Hall of xx Hotel
3. Moderator: xxX, president of xX Dance Art School, entertainment channel of XX TV.
4. Activity content: investors thank you, singers sing, violins or saxophones play.
Invite guests
(1) provincial propagandist;
② Relevant leaders of XX County;
3 Congratulations to the guests;
(4) guests and performers.
6. Invite the media
①xx TV station;
②xx county TV station;
③xx Evening News.
7. Staffing
Project director: responsible for reception and seating arrangement.
Moderator: Mainly responsible for the opening remarks of the reception and the program host during the reception.
Miss Etiquette: Mainly responsible for consulting and getting contracts.
Photographer: Responsible for recording, shooting and post-production of the whole audience.
Transportation reception: mainly responsible for receiving VIPs, leaders and related media to the thank-you reception venue.
Matters needing attention in arranging intransitive verb activists
(1) The specific number of the above personnel depends on the situation of the company and the site.
(2) Photography is mainly done by media reporters, but it should also be recorded by internal personnel of the company for future internal communication.
(3) The reception of guests includes the reception of leaders in person and the reception of hostesses, who should receive systematic training before the event.
(4) All materials shall be handled by special personnel.
⑤ All staff members wear work cards with uniform format.
Seven. Activity schedule
(1) All staff members, dressing the, wear uniform work permits.
② The above dates are for reference only and can be adjusted according to the company's personnel situation and work convenience.
③ The design styles of all publicity materials are similar or unified.
Eight. Required materials and budget
In order to ensure the smooth progress of the activity, the activity process is compact and orderly, and the funds are operated reasonably, the materials and related budgets required for this activity are specially formulated. The specific materials and budget are as follows:
(1) Materials and budget for theme activities
(1) The specific quantity and related budget specified in this activity planning can be reasonably changed after specific consultation between advertisers and advertising companies.
② Personnel training in the preparation period before the activity mainly refers to the comprehensive training of the whole activity, aiming at all employees and aiming at establishing a good corporate image.
(3) The training of performers is a special training for the performers and related staff, aiming at ensuring the orderly performance.
(4) Other emergency expenses are included in the mobile expenses in Article (3).
(2) Thanks for the specific materials and budget of the banquet.
Note: Since many materials in the thank-you reception are the same as those in the theme activities, I will not elaborate here. The materials used in this reception are all included in the theme activities. These materials are as follows:
① Prepare relevant materials before the activity.
② Media invitation and host invitation.
(3) miss photography and etiquette.
(4) Receiving the vehicle.
(3) Mobile expenses
Xx yuan (8% of the total cost-10%).
(4) Total expenditure of this budget: xx yuan.
Nine. abstract
I wish the performance of this event a success and the expected effect is fully realized! The planning of this activity is macro-conscious, and the actual practice can be appropriately adjusted according to the specific conditions of the activity.
Marketing planning scheme for opening activities of maternal and infant store 3. Enthusiastic return: Most stores are not very good-looking when returning goods, even if they return them to customers. If there is a store that is more enthusiastic about returning goods than selling goods, such a store will definitely retain customers because it will retain customers' hearts.
Second, explain 30 kinds of products: psychologists tell us that after explaining more than 5 kinds of products, customers will begin to get impatient, and few salespeople can patiently explain to customers with more than 10. Under normal circumstances, it is a miracle to explain 15 products to customers who only ask but don't buy. What we need to do is to start with the 15 variety. If you want to write the word "impatient" on your face, you must explain at least 30 products. If she still doesn't buy it, let's say it again: sorry, we don't have any products suitable for you in our store. I will definitely make the variety more complete next time.
Third, don't let her buy the product: if you are sure that the product is not suitable for her, tell her firmly that the product is not suitable for her.
Fourth, praise your competitors sincerely: If customers ask about competitors, you praise them sincerely. In this industry, you are the agent of the enemy. You can't say that you don't have any sincere compliments on your opponent and situation, but at least very little, because generally compliments on your opponent's situation are just pretending to be high.
5. Keep your ears open: Keep your ears open and listen to the customer carefully. Don't sell her a product from beginning to end. Sometimes listening is more effective than selling.
Six, accurate to the hour: the store will inevitably be out of stock. If the customer asks when it will arrive, the general answer is: one day. What we have to do is: arrive at 4 pm one day. After hearing this answer, the customer's loyalty to you will increase by at least 30 percentage points.
7. Refund money to customers at home: If you overcharge customers, you must return money at home without customers' knowledge. You'd better bring a little gift as an apology. More money and less money is the second, and this heart is hard to give up.
Eight, come and go as one: many shopping malls only have elevators that can't get up and down. The meaning is obvious: going up is to let you pay for it, and coming down is either not to buy it or to pay for it. The same is true of small shops. When you came, you were all smiles. When you left, you were as cold as ice. Actually, it doesn't need much enthusiasm. Just welcome the smiling faces of customers and send them out.
Nine, of course, the clerk should have a look. How dare you not help the customer with the shopping bag when you see the pregnant woman with a big belly? If you want to take a taxi, you can help stop it. If you have a private car, you can send the seat to the seat. Thank you again and again. It's not easy for expectant mothers to walk all the way! )
Marketing planning scheme for opening activities of maternal and infant store 4. Purpose of the activity
Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it to deal with inventory, increase sales, crack down on competitors, launch new products, or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.
Second, the active object.
Is the activity aimed at everyone in the market or a specific group? What is the scope of activity control? Who is the main promotion target and who is the secondary promotion target? Whether these choices are correct or not will directly affect the final effect of promotion.
Third, the theme of the event
This part mainly solves two problems, namely, determining the theme of activities and packaging activities. Price reduction, price concessions? Gifts, sweepstakes, gift certificates? Service promotion, demonstration promotion? Consumer credit, or other promotional tools? What kind of promotion tools and themes to choose should consider the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses. After determining the theme, it is necessary to "pull the tiger skin as a banner" as artistically as possible, dilute the commercial purpose of promotion, and make the activity closer to consumers and more impressed them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple promotion action into a caring action to safeguard consumers' rights and interests, but it could not be used for reference. This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive.
Fourth, the way of activities.
This part mainly expounds the specific activities. There are two key issues to consider: first, determine the partners. Pull the government behind your back, or hang the "sheep's head" of the media to sell your own "dog meat"? Do manufacturers act alone, or join hands with distributors, or jointly promote sales with other manufacturers? Cooperation with the government or the media will help to build momentum; Combining with distributors or other manufacturers can integrate resources and reduce costs and risks. The second is to determine the degree of stimulation. In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target audience. The higher the degree of stimulation, the greater the reaction to promote sales. However, this kind of stimulus also has marginal effect, which must be analyzed and summarized according to the promotion practice, and the appropriate stimulus degree and corresponding cost input should be determined in combination with the objective market environment.
Verb (abbreviation for verb) Activity time and place
Choosing the right time and place for promotional activities will get twice the result with half the effort, while choosing the wrong place will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. If the duration is too short, repeated purchases will not be realized during this period, and many benefits that should be obtained will not be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.
Sixth, the way of advertising cooperation
A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.
Seven, preliminary preparation
The preliminary preparation is divided into three parts:
1, personnel arrangement
2, material preparation
3. Test scheme
In personnel arrangements, it is necessary to "everyone has something to do and everyone is in charge", and there can be no gap and intersection. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing.
In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene. More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area.
Eight, medium-term operation
The medium-term operation is mainly activity discipline and field control.
Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.
On-site control is mainly to arrange all links clearly and make them busy and orderly.
At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable.
Nine. Late continuation
The late continuation is mainly a matter of media propaganda. In which media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.
X. cost budget
Without interests, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion. XI。 accident prevention
There may be some accidents in every activity. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents.
Twelve. Effect estimation
Predict what kind of effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.
The above twelve parts are a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits. With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.
Model essay on the promotion plan of maternal and infant store 5 I. Promotion dress-up
(A) the dress of promotional products
The dressing of products needs to be fixed, not arbitrary, and should be determined according to the consumer groups, consumption goals, consumption value, consumption turnover period and consumption habits targeted by the products. The consumer group of the product is relatively simple, which is in line with people's appetite and can be popularized. At the same time, because the holiday consumption cycle will not be too high, unless it is a fixed product, but this does not need to be dressed up. Therefore, the holiday consumption product cycle is short, so it is enough to dress simply and highlight the holiday atmosphere.
(2) Dress up the promotion desk.
The promotion table not only includes product stacks, counters, monopoly areas, etc. And it is also a comprehensive promotion platform, so from the perspective of the platform, its extension area is very large. In the promotion of maternal and infant stores, it is a common practice to arrange promotion tables, try to be eye-catching and festive, and use a variety of high-tech means to stimulate consumers' eyes. The increase of sound, light and electricity packaging will be the best attraction to the dining table. In addition, from the extension point of view, the promotion desk needs peripheral guidance, such as the door, shopping guide desk, information desk, shopping guide and so on. Moreover, the object of the product needs to be identified in many places, and the centralized extended display is the landing point of the comprehensive promotion platform.
(c) improving the promotion environment
Promotion environment can only show the effect of promotion environment because of the interaction between artificial manufacturing environment and overall environment. Therefore, when arranging or selecting the promotion environment, more and more attention is paid to the first choice of humanistic environment. So how to choose the promotion given by the humanistic environment requires the owner of the maternal and infant store to have a greater understanding of the festival culture, and what kind of humanistic care is given to what kind of festivals. The best way is to organically combine the promotion with it. Combining products with humanistic environment according to holiday culture will be the first consideration, so that the combination of humanities and product sales can greatly reduce the close contact between maternal and child products and consumers when purchasing and achieve perfect results.
(D) Promoters "dress up"
For the "dressing up" of promoters, the preparation of affinity is the most important in the promotion process. Promotion is an instant purchase behavior, which is more emotional, so good affinity will be the primary guarantee of modern promotion skills. There are clear requirements for how to dress up promoters. First, it is necessary to standardize the use of standard affinity-related etiquette and necessary auxiliary goals; The second is to construct systematic product promotion laws and regulations, and pay attention to the constructive refinement of regional culture; The third is to promote the organic utilization of products and consumers, products and environment, products and services; The fourth is to find the service standard that suits you best, and tailoring is a reasonable promotion requirement.
Second, the promotion of target planning
(a) Know for whom to promote sales.
It is of course right to know that you are selling your products, but if you encounter sales difficulties or sales difficulties, it is very important to promote your products for whom. Therefore, in any case, we should keep the concept of promoting products for whom and understand who to sell products to, which will be the necessary guarantee to keep a clear head in the complicated flow of people. Consumers should always be firmly grasped.
(b) Publicity should be simple and clear.
During the promotion period, many people will stop to watch, but some customers are very picky, especially in today's fierce competition. Therefore, the conditions and procedures of promotional offers must be simplified, and it is not possible to waste time, miss the concern of most customers and lose the significance of promotion when the explanations are not clear at the critical moment. Therefore, under the premise of promotion, we must simply understand that we must not engage in any conditions such as the integral system and the accumulation system. This attraction is unsatisfactory, and it is also a waste of resources.
(c) promoting dynamic sales promotion
Festival promotion needs dynamic promotion, that is, promotion should be carried out according to the stage of holiday promotion, not static. Maternal and child stores often ignore this point in holiday promotion. There may be little change before and during the holiday, but the change is very obvious in the latter part of the holiday. Therefore, in the holiday promotion project, we should observe it dynamically. If you can't keep up with the pace of market changes, it is easy to have the symptoms of "emptiness" in holiday promotion. Emptiness is manifested in no management, no promotion technology follow-up, no promotion product transformation, no new promotion highlights, no promotion feedback data, no competitive pressure analysis, etc. This is very undesirable.
Third, holiday promotion skills
In daily performance, the promotion skill is mainly the organic differentiation of products. By using some promotion methods in the promotion process, the promotion becomes a symbol of consumers' festivals, and it is also a manifestation of complying with consumer demand. In fact, promotion is carried out in different ways in an effective period of time according to different rules, which will improve the content of promotion.
(1) promotion is time-limited.
There are time limits for promotion, such as the first day of the festival and the consumption period of the festival. It is a popular practice to limit consumption time to encourage consumption and meet the demand for promotion within a fixed time.
(b) promotion should be quantified.
It is also a routine practice to stipulate the sales quantity of products, but in holiday consumption, this practice is not very good and easy to be competitive, so it is not good to use this rule in peak season festivals.
(3) The promotion should have its own characteristics.
Promotion characteristics; It has its own promotional characteristics, such as national characteristics, so it is necessary to clearly set up a clear banner in terms of gifts, packaging, discounts, gifts, preferential treatment, etc., and carry out special promotions to the end to distinguish the unified "red" pattern of festivals.
(d) Promoting the control of the atmosphere.
It is very important to control the promotion atmosphere. Generally, in the middle of festivals, the atmosphere is relatively unified, represented by celebrations, but it can be different on different occasions or different products. To show a positive promotion atmosphere, it is mainly manifested in the personality in the promotion atmosphere, such as emphasizing the promotion means and ignoring the product function, emphasizing the promotion gift and ignoring the promotion promise.
Holiday promotion planning should reflect stability, characteristics and uniqueness. In the rational distribution of skills, it is much more important to consider the preservation, difficulties and problems of skills than the display of skills. No matter the change of environment, the increase of promotion difficulty, the increase of cost and the difficulty of management, it is necessary to allocate promotion skills reasonably. Sometimes skills are not the most important, but the scheduling, field control and analysis of skills are more prominent.