With the intensification of competition, promotional activities for consumers are becoming more and more important in the marketing process. According to statistics, the ratio of promotion expenses to advertising expenses of domestic enterprises reaches 6: 4. And a systematic and comprehensive activity plan is the guarantee of the success of the promotion activities. So, how to write a promotion plan? A perfect promotion plan is divided into the following parts: (1) Activity purpose. Explain the current market situation and the purpose of the activity. What is the current market situation and what is the purpose of this activity? Whether it is dealing with inventory, increasing sales, attacking competitors, launching new products, or enhancing brand awareness and reputation, only a clear purpose can be targeted. (2) active objects. What specific groups of people are targeted at, to what extent are the activities controlled, who are the main objects and who are the secondary objects of promotion, and whether these choices are correct or not will directly affect the final effect of promotion. (3) the theme of the event. One is to determine the theme of the activity, and the other is the theme of the packaging activity. The theme of the activity is price reduction, price discount, gift, lottery, gift certificate, or service promotion, demonstration promotion, consumer credit, or other promotional tools. Considering the goal, competitive conditions, environment and the budget and distribution of promotion expenses, what kind of promotion tools and themes should be chosen. After determining the theme, we should dilute the commercial purpose of promotion as much as possible, so that the activities can impress consumers more. (4) Activity mode. ① Identify partners. Do you act alone, join hands with distributors, or join hands with other merchants to promote sales? Combining with distributors or other businesses and integrating resources can reduce costs and risks. ② Determine the degree of stimulation. In order to make the promotion successful, we must make the activity stimulate the participation of the target audience. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment. (5) Time and place of activities. Choosing the right time and place for promotional activities will get twice the result with half the effort, otherwise it will be thankless. The focus of choice is to make it as convenient as possible for consumers. How long the activity lasts should also be analyzed in depth. The duration is too short to attract consumers' attention and achieve the publicity effect; If it lasts too long, it will reduce the value in the eyes of customers, and the cost will be too high, which will reduce the profit rate. (6) advertising cooperation. A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression means and what kind of media cooperation means different audience communication and cost input. (7) preliminary preparation. The preliminary preparation is divided into personnel arrangement, material preparation and experiment. (1) In terms of personnel arrangement, "everyone has something to do and everything is in charge", and there is no gap or intersection. Who is in charge of communication with the media, who is in charge of copywriting, who is in charge of on-site management, who is in charge of gift distribution, and who is in charge of customer complaints, should be considered clearly, otherwise it will be a mess. (2) In terms of material preparation, everything should be listed one by one, and then counted according to the list, so as to ensure timely replenishment, so as to avoid missing the opportunity in the activity. (3) Conduct 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. Testing methods include asking consumers, filling out questionnaires or trying out schemes in specific fields. (8) Mid-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 the discipline of the participants should be specified in detail. On-site control means that the on-site scheduling is clear, the command is clear, and it is busy without chaos. At the same time, during the implementation of the plan, the scope, intensity, amount and focus of the promotion should be adjusted in time to keep the promotion plan controllable. (9) accident prevention. There may be some accidents in every activity. The involvement of relevant departments, consumer complaints and even sudden changes in the weather will lead to the inability to continue outdoor promotion activities. Necessary preparations must be made for possible accidents.