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⊕ 10 Promotion Summary Report⊕
⊕ 5 Summary Report of Promotion Activities ⊕
⊕ Summary of commodity promotion activities 5 model articles ⊕
Summary report of promotion activities
⊕ 3 Abstracts of papers on ⊕ promotion activities
Summary of promotional activities Part I
I. Promotion background
Watsons' regular sales promotion activities, 24 times a year, are very unique and completely different from other retail stores. It can make urban fashion white-collar workers have a good time visiting Watsons' stores, and they will talk about it after visiting. However, Sasha and Wanning have their own brands in the cosmetics retail industry. Consumers buy different products according to their age and income. Watsons is facing unprecedented competitive pressure, and only through constant and novel promotion can it capture the hearts of consumers.
Second, the promotion plan
I) Name of the activity
1, colorful spring
2. Cool shopping
3. The wildness of autumn
4. Price reduction in winter
2) the purpose of the plan
1, increase Watson's sales and increase distribution;
2. Raise awareness and stimulate hesitant consumers' desire to buy;
3. Effectively attack competitors and achieve quarterly sales;
4. Enhance product confidence and boost staff morale.
3) Plan theme
"Perseverance" Four Seasons Promotion
IV) Contents of the plan
1, colorful spring
This promotion activity is usually arranged in February-April after the Spring Festival. The whole promotion is based on green spring, mainly showing spring fashion products. During this promotion period, Watson's store was decorated in green, and publicity boards, POPs, price tags, color bars and promotional products were mainly spring colors, and "colorful spring clothes" displayed spring fashion products; "Caring for March Women" mainly displays green women's products; "Wake up the face of spring" provides a large number of spring makeup series; "Enjoy the spring breeze leisurely" recommends a series of hangover products, including fresh air products and products with fresh mint smell; "Spring Festival Healthy Heart Selection" provides a series of healthy foods.
2. Cool shopping
From May to July, this promotion will focus on two themes. First of all, Watson's own brand products will be 20% off the whole line, and all stores will be replaced with publicity signs with their own brands at 20% off. The promotion is very strong, and the commonly used products will be bought more; The second is the promotion of seasonal goods in summer, with the theme of "blooming body charm", a large number of cool skin care products and tooth protection products are launched to render the feeling of "cool shopping in hot summer".
3. The wildness of autumn
In view of the dry climate in autumn from June 5438+00 to June 5438+0 10, autumn moisturizing skin care products are mainly promoted, including "autumn skin care easy", "new health power", "autumn charm", "Halloween night", "tooth protection encyclopedia", "personal tenderness" and "new desire every day". Another theme of autumn is "the wildness of autumn", and many autumn fashion items have been launched, which fully embodies the charm of fashion trends.
4. Price reduction in winter
In February 65438-February 65438+1October of the following year, Watsons held promotional activities with the theme of winter products. The theme of this promotion is launched from two aspects: one is to promote seasonal products in winter and display a large number of winter specialty products, among which "winter skin care series" is a very important theme; Second, according to the company's backlog of goods for year-end clearance, a substantial discount for sale.
Third, the promotion effect.
To achieve the sales target, the sales during the promotion period will increase by 20% compared with before.
Fourth, promote the budget.
Cost estimation: control within 1 ten thousand yuan.
Summary of promotional activities Part II
Theme of the event: colorful gifts and great value concessions.
Location: _ _ Chain Store
Activity Time: Month Day (3 days)
Activity props: posting notices, stacking products and placing prizes.
Activists: our shop assistant+beauty guide for pasting cabinets.
Activity goal: _ ten thousand _ thousand
Activity reward:
1. Sales staff who achieve personal sales targets will receive a cash reward of _ _ yuan.
2, the most outstanding sales performance of a salesperson reward _ _ _ yuan.
Activity mode:
Value-added gifts, magic lottery, interactive games
Preparation before the event (1):
1, store layout
The most intuitive publicity at the door of L store
I made roses, ribbons or balloons in advance to decorate the gate.
L Pull up the banner (yellow words on red background)
L use small POP notifications in open areas or product display areas.
L The flag is hung on the upper part of the store to reflect the promotion of preferential activities.
L post the notice of the specific information of the event on the product display cabinet 3 days in advance.
From the inside out, from top to bottom, the audience was filled with the words "colorful gifts, great value concessions" to achieve visual impact!
2. Distribute the product DM table.
During the activity, the store manager takes turns to issue DM forms at or near the entrance of the store.
3, telephone, information notification invitation
L notify members by phone or information invitation.
L customers who recently purchased products will not be notified for the time being.
L Each clerk is responsible for sending 50 messages or making 50 phone calls to his old customers and registering them.
4. Informed by the personnel department
Before the official event, please inform customers that our store will hold a "colorful gift, great value discount" when receiving customers to promote products, and pay attention to the publicity methods so as not to hurt consumers in the early stage of the event.
5. The information platform sends messages in groups.
Two days before the official event, each store will sort out the member information (member phone number must be valid) and send it to the platform!
6. Publish announcements and information in QQ group.
Preparation before the activity (2):
1, member bonus gift
Redeeming the gift of membership points is our bait to attract customers to the store. When customers come to the store to exchange gifts, we will achieve the purpose of sales through the atmosphere on the spot and the guidance of personnel.
In the process of exchanging bonus gifts for members, attention should be paid to on-site tracking to avoid the phenomenon that customers wait after the bonus gifts are delivered.
2, event gifts
Gifts must be eye-catching and exaggerated.
Two days before the event, the gifts will be sorted out to make the site look neat and convenient for on-site sales.
L raffle prizes and interactive game prizes.
Ensure that the prizes are sufficient.
L pay attention to the phenomenon that customers ask for additional gifts or distribute gifts during the activity.
It is inevitable for customers to ask for extra gifts or distribute gifts, so it is necessary to strengthen communication and emphasize such situations before the meeting to avoid over-giving China samples. The disadvantage of sending too many samples is great, which prolongs the time for customers to return to the store twice and is not good for future sales. Therefore, in the activity, we should try to avoid giving away too many products.
I send small gifts to the shop.
The function of small gifts is to make the members who come to the store not go home empty-handed, and make customers feel that the purpose of our activities is not only to let them spend, but to really serve them, give them benefits, and give them the impression that we welcome them even if they don't spend.
Preparation before the activity (3):
Follow-up of hot-selling products (to ensure continuous delivery and sufficient supply)
The inventory of products should be tracked in real time to avoid shortage as much as possible. Once out of stock occurs, it will easily lead to poor activity results and affect performance. Of course, if individual products are out of stock, all participants should be informed in time, so that relevant personnel can switch to products with similar effects when recommending products to ensure that activities are not disturbed.
Preparation before the activity (4):
I. Personnel arrangement
1. Avoid the phenomenon that some customers are not received after entering the store. What needs to be said is that the reason for not receiving customers is not that our sales staff are serving other customers, but that the sales staff are not active enough to receive customers.
2. Salesman's Station and Etiquette Reception: This activity has greatly changed the scene of people standing behind the counter in previous activities, avoiding people from being concentrated in the store. If possible, some customers stopped at the door to look inward, but no one came forward to receive the introduction of customers into the store. Try to arrange sales staff to stand at the door of the store in turn to welcome guests.
3. There are many customers. When the site is busy, we should pay attention to avoid panic: for example, we can't find gifts or even products. When customers have little leisure time, they should tidy up the scene in time, clean up the front desk, supplement the gift counter and the display of goods on the counter, and actively distribute leaflets at the door to find customers.
4, must be familiar with the product. It is irresponsible for an activity to avoid people being unfamiliar with the product, which may lead to people not finding the product at the event site. Therefore, pre-meeting training is more important, and sales staff must be clear about the whole activity process.
5, must improve the professional level of sales. For this activity, we should not only look at the professional level of our sales staff, but more importantly, we should show our sales strength and confidence, the firmness of sales targets, and the understanding and mastery of customer psychology. For a simple example, when we sell products, we should try to push two bottles and two bottles. We don't have to worry about customers' endurance, and we don't have to worry that strong promotion will scare away customers. Facts have proved that as long as the method is proper, the customer's tolerance is far above our imagination.
Second, the magic lottery:
Give back to old customers, attract new customers and join members.
Customers can take part in the lucky draw when they buy 68 yuan! (Only once, the amount is not cumulative)
First prize: giving away 100 yuan vouchers.
Second prize: 50 yuan voucher.
Third prize: a 30 yuan voucher.
Participation Award: 2 samples +4 aluminum foil bags for trial use.
Three. Interactive game (balloon blowing award):
Rules of the game:
Select five people from the passenger flow, take out five balloons, and put five pieces of paper in the balloons in front of the customers. There is an award in one of the balloons: three single stars worth 282 yuan. )
The balloon will be blown out in 1 minute, and the prize will be blown out. If it is blown after 1 minute, the prize is invalid.
Afterwards, the aftermath:
After the activity, customers must be paid a return visit, and all sales personnel are responsible for paying a return visit to their customers and making a record of the return visit.
For example, it is very important for customers to remind them to use these products correctly seven days after purchasing them. Have you mastered everything? Welcome to call _ _ _ _ _ _ ". This practice is undoubtedly a great workload for us, but it can make customers feel our concern and attention to them.
Strengthen daily communication with customers.
Strengthening the daily communication with customers will make the invitation to customers less abrupt before the event, and will not give customers the feeling that "calling me is to let me buy something". Humanized practice helps to firmly grasp the hearts of customers and constitutes the image difference between us and other stores.
Member information must be corrected.
It is found that some customers' telephone numbers are wrong or have been changed, so it is impossible to inform all customers. After the activity, when an old member goes back to the store for consumption, the manager must take out the member information registered by the customer and confirm the information with the customer to prepare for future activities.
Summary of promotional activities Part III
June 165438+ October 12-25 launched a large-scale promotion for the seventh anniversary. Due to the favorable conditions, favorable geographical conditions and favorable people, coupled with attractive seasonal commodities and promotional activities, the overall effect is good, leaving a good teaching material for our future work.
The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed.
In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.
In terms of commodities, with the seasonal promotion activities of "hot fresh, only 1 day" and "crazy special price, limited time snapping up", the purpose of charging with the overall news and stimulating popularity and sales volume by using commodities has been achieved. Coupled with the store's display cooperation, on-site promotion. The seventh anniversary broadcast draft we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying and promoting. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.
The seventh anniversary party pushed the whole seventh anniversary to a climax. The performance of each store is remarkable, and the invitation of suppliers has raised our company's corporate culture and business philosophy to a new height. The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening.
We also have certain advantages in weather, geography, people and society. At the beginning of the seventh anniversary activity, the weather suddenly turned cold, which made the seasonal goods in the original newsletter plan hot. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well?
However, in the process of planning, organizing and controlling the activities, there are still many shortcomings: in the middle of this seventh anniversary activity, some work in promotion plans, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review:
1. Some promotional activities were aborted because suppliers could not be found.
2. Unfortunately, the supervision form has not been implemented.
3. The on-site enforcement of the store is not strong enough.
4. The timely follow-up audit of the mall was not completed.
5. The unreasonable manpower arrangement of the store leads to the failure to give full play to this single activity.
6. The development and procurement of new/sensitive commodities have not been fully implemented, which is the biggest regret of this seventh anniversary.
7. In the seventh anniversary activities, the store has obvious shortcomings in the creative display of some products, which need to be improved.
8. In the seventh anniversary merchandise activity, the store did not do a good job in on-site promotion, sometimes, sometimes not, and did not thoroughly train and track the on-site promotion personnel, resulting in the feedback of some consumers not being collected and unable to be used for reference in future work.
9. During the seventh anniversary activities, the popularity of stores rose sharply, and they went up for sale, but the hygiene work was not followed up in time, resulting in unsatisfactory hygiene at the stores and their doors, like garbage dumps.
During the seventh anniversary of 10, some sensitive goods were seriously out of stock, which affected consumers' shopping mood and was a commercial ban. We must seriously reflect!
In short, any work should be constantly summarized and reviewed in order to do a good job in the next newsletter. We hope to make the whole short message marketing plan better and implement it better in the future.
Summary of promotional activities Part IV
In order to increase car sales and increase sales, this activity is specially launched.
1. Purpose of the activity: The purpose of the activity is to deal with the products in stock, increase sales, or promote sales. Only when it is clear can the activity be targeted.
Second, target audience: whether the activity is aimed at everyone in the target market or a specific group of people, the scope of the activity control, who is the main goal of promotion and who is the secondary goal of promotion, and whether these choices are correct or not will directly affect the final effect of promotion.
Third, the theme of the event: mainly for promotion, publicity, or thanks to consumers.
Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider: determining the crowd and determining the degree of stimulation.
5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection 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 the timing and place of the promotion activities are very important, but also the duration and effect should be analyzed in depth. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot 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.
6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression means and what kind of media hype means different audience arrival rate and cost input.
Seven. Pre-preparation: Pre-preparation is divided into three parts: personnel arrangement, material preparation and test scheme.
Eight, medium-term operation: 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.
9. Post-promotion: Post-promotion is mainly a matter of media publicity. In which media will the incident be followed up? Melatonin is an expert in this field. Even if it is not successfully promoted, it will be heated up in the media with unprecedented pomp.
X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. __VCD's "Sunshine Action Plan B" ended in failure because there was no budget for the cost. It was not until after the event that the planning company was found to have no financial support at all. A good idea is not enough for a good promotion.
XI。 Accident prevention: Every activity may have some accidents. 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, material and financial preparations must be made for all possible accidents.
12. effect prediction: predict what 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 must boldly imagine, carefully verify, analyze and compare, and optimize the combination, so as to achieve 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.
Chapter 5 of the Summary of Promotion Activities
Summary of Zhongshan activities
Activity time: June1May-June 17.
Venue: A cosmetics store in Xiangzhou District, Zhuhai.
Activity effect: sales of 75 boxes, performance of 7000.
Attract 30 new customers
Quantity: 70 orders
It is the first time that the company has participated in such activities since its establishment, and the overall effect is OK. But there are also many shortcomings, so we should constantly sum up experience and strive to do better.
There is a problem:
1, weather factors, pay attention to the weather forecast in advance.
2, communication is not in place: communication is not done well in advance, the boss does not pay attention, and the promotion policy is formulated in advance, and it is best to publicize it.
Leaflets.
3. Promotion plan: not attractive enough.
The factory is not fully prepared.
It's the first time for our teacher to take part in such an activity, and he has no experience.
6. venue layout: the atmosphere is not enough, there are no balloons, arches and flags.
7. Sales incentive policy: The store did not formulate additional incentive policies for employees in this activity.
Need improvement:
1, site layout:
Need to communicate in advance the size of the venue and how to place it. Ask about the specific quantity of materials needed. Including: arches, balloons, sun umbrellas, booths, arches, tents, promotion tables, flags, atmosphere shaping, creating momentum and attracting tourists.
2. About experiential sales:
The first step for new customers is to demonstrate the advantages and functions of smiling face sticking to its silk material, and communicate while demonstrating to understand their purchase intention; Step 2, try the silk mask with interested customers; The third step is to explain the product effect and the on-site activity plan. The fourth step is to ask the guests which activity policy to choose, order and promote.
3. Customer information registration: Every activity will attract new customers to the store, so it is necessary to register guest files for later follow-up.
At the same time, it also reflects the effect of our activities.
4.ba sales incentive policy: communicate with the store and formulate additional incentive policies for the employees of this activity.
5. Work details: All shop assistants call or send messages to invite old customers, and they can experience the silk mask for free when they arrive at the store. personnel department
When cooperating, avoid several shop assistants communicating with a guest at the same time, so as not to give the guest a defensive mentality. Balloons can be distributed at the door of the store to attract people. When there are not many guests in the store, we find our own models to experience the mask and create momentum. In addition, the clerk is also arranged to distribute folding pages near the store to attract customers into the store.
6. Activity policy: The mask is relatively simple. It is suggested that the boss take out some processed products and buy them as gifts, or draw a lottery to drive sales.
Quantity.
7. Regarding payment: It is recommended that the store reserve a credit card machine. If you don't have it for the time being, you can negotiate with the neighboring stores.
8. About shouting wheat: There is a special person who is responsible for shouting wheat, creating momentum and attracting tourists when there are few people.
9. Summary meeting: A summary meeting will be held every night, and everyone will set the sales target for the next day's activities and break it down into specific quantities.
The above is the summary of this activity. Let's make persistent efforts in the future, constantly sum up our work experience and strive for better results.
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