1 the first part of the anniversary celebration
First, the planning purpose of the first anniversary celebration The purpose of the anniversary celebration is to increase brand influence and enhance visibility and reputation; Enhance image and increase competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve the service consciousness and work enthusiasm of all employees; Show the cultural background and further enhance the corporate culture; Increase sales and profits; Lay a good foundation for future development.
Second, the first anniversary celebration planning time
From XX, XX to XX, XX, XX, * * is 10 days.
Third, the first anniversary celebration planning location: XXXX
Four. Participants in the planning of the first anniversary celebration: all staff, new and old customers.
5. Planning theme of the first anniversary celebration: enhance customer satisfaction, enhance employee cohesion and expand brand influence.
Content of intransitive verb celebration
I) external customer activities
1, discount promotion
1) launch a special dish every day, and don't repeat the sample every day.
2) Add some dishes according to the customer's order. If the current consumption is over 100 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes;
3) Discount, which is a magic weapon to rapidly increase sales. It is suggested to appropriately discount to stimulate consumption.
Step 2 give gifts
There are plans to distribute souvenirs and small gifts for the first anniversary celebration to enhance the sense of closeness with guests and expand publicity. The unified printing of some commemorative souvenirs requires compactness, practicality, beauty and generosity, such as signature pens, balloons, lighters and hats. , according to the table for distribution.
3. Lottery activity-"Taste delicious food, win the grand prize and visit Guangzhou"
Customers who spend more than 150 yuan on the day of the celebration from X to X can participate. Each store has two first prizes to reward "Guangzhou One-Day Tour", which is organized in a unified way, and the accommodation and transportation of the winning customers are completely free; Second prize 1 1, red envelope 1, cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.
2) Internal employee activities
1, service event
Each store held a mobilization meeting; Hold a "service contest" among waiters, set up a special page in the lobby, select "service stars of the day" every day, and give material rewards;
2. Internal essay-"My Choice-XXX"
Requirements:
1) The theme revolves around what happened in Weishan Lake, which can be work experience, feelings, opinions, messages, etc.
2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.
3) The deadline is X month X day. I hope all the staff will contribute actively.
The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.
Seven. Promotion of celebration activities
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make our own market positioning and target customer orientation reasonably, and choose the media to place advertisements reasonably. We should not pursue coverage unilaterally, resulting in the waste of advertising.
1) External advertising promotion
1. Advertise outdoors in places where people are concentrated, such as railway stations and bus stops.
2, newspaper XXX, local TV stations should also carry out publicity.
3. Distribute leaflets.
4. Online promotion (electronic coupons, etc. ).
2) Internal product promotion
1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.
2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.
Mid-Autumn Festival is a good time for nourishing, so it is suggested to introduce nutritious and nourishing high-grade dishes.
3) Publicity of corporate culture
1. Take the first anniversary celebration as an opportunity to promote corporate culture to consumers and enhance their influence among target consumers. During the celebration, a large-scale publicity board was set up, and spiritual slogans, landscape pictures, hot pot production process, picture materials, employee messages and so on were posted. Let customers take "eating" as a kind of enjoyment and forget to come back.
2. Atmosphere, including lighting, sound, posters, POP, etc.
Eight, the first anniversary of the website layout
1. Preparation of site layout conditions
Hydrogen balloons, banners, mascots, large posters, leaflets, display boards, POP (various posters), hostesses, souvenirs, etc.
2. Off-site effect
Hydrogen balloons are flying banners in the air; The mascot waves to you warmly; Outside the building, display big banners to remind people of "XX anniversary celebration" and preferential items, as well as banners to congratulate suppliers; Set up a high-precision ink-jet shop celebration signboard at the entrance; Miss etiquette issues first anniversary souvenirs; The whole show a jubilant atmosphere. Create a simple and tasteful holiday atmosphere, and consumers will be attracted by this atmosphere as soon as they pass by the door.
3. In-store live effect
The waiter is neatly dressed, smiling and enthusiastic; The front desk service is meticulous and patient; Ground light can be used as a guide; The tables and chairs are spotless; All kinds of publicity materials are very nice; The lights are bright and soft; Music is like high mountains and flowing water; Green bonsai is pleasing to the eye; Customers can enjoy first-class service and all-round sensory enjoyment of sight, hearing, touch and smell from the moment they enter the store. After eating, you can also participate in the lucky draw and send souvenirs.
Nine. cost budgeting
1, hydrogen balloon 1500 yuan.
2. souvenir 1000 yuan
3. Banner 200 yuan
4, promotional materials poster 500 yuan
5. A one-day trip to Guangzhou costs 2200 yuan.
6. Internal competition 1650 yuan
7. Advertising fee 10000 yuan.
8. Total 17050 yuan.
X. effect analysis
1, publicity, five-store joint celebration, huge momentum, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.
2. The appearance inside and outside the store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers.
3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.
4. Increase turnover through sales promotion.
This activity is large in scale and relatively low in cost, which can achieve twice the result with half the effort and form a big sensation effect.
1 the second part of the anniversary celebration
First, the theme of the event, six surprises, infinite joy-the glorious celebration of the first anniversary of ——xx supermarket
Second, the activity time
25 June-6 July
Third, promote policies.
1. Happy birthday, send cakes into the store (the top 300 people sent cakes into the store on July 2nd).
2. Coke is free to drink (300 cans of coke are distributed in different forms every day for 2-4 days).
3. Buy a color TV (from July 2nd to July 4th, a lottery ticket will be given for a single purchase of * * yuan, and the lottery will be held every afternoon from July 2nd to 4th at 16:00, only in emerging stores).
4. The over-value goods will be auctioned at 10 yuan (all kinds of over-value goods will be auctioned at 10 yuan on the 2nd to 4th, and then the price increase can be an integer multiple of 5 in 5 yuan, only for emerging stores).
5. Snowflake Beer Competition will be splendid (Snowflake Beer Competition will be held at the event site at 2-4 pm every day, divided into groups and finals).
6. There are surprises in the shopping receipt (the lucky ticket number will be announced at the event site on 2-4 days, and shoppers will have the opportunity to get a mysterious gift during the event).
Fourth, award setting and lottery.
Prize: Three first prize winners draw a 32-inch LCD TV worth 2990 yuan in Yamashita Store every day.
Second prize: 15 people, 5 brand electric fans worth 128 yuan every day.
30 third prize, 10 daily value, a set of refreshing summer sleeping mats in 38 yuan.
Lottery: After the customer pays for shopping, he/she will get a lottery ticket at the service desk with the receipt, and each station in 38 yuan will get one lottery ticket, with a maximum of three tickets. After receiving it, the service desk staff will supervise and fill in the name, telephone number and password (the password can be the birthday of the ID card without filling in the telephone number). ) and sealed by the service desk. Customers who put 30 tickets into the prize box will keep the prizes.
Verb (abbreviation for verb) publicity plan
External power:
Leaflets (general)
Banner (General)
Publicity vehicle (GM)
Rainbow Gate (Universal)
Facailong (Beishan)
Store comparison: display board in front of the door, stage performance, flower basket in front of the door, in-store poster, flag, floor sticker, display adjustment, promotion desk, promotion board, welcome ribbon (temporary promotion staff), and prize box beside the service desk.
Advertising language:
1.xx Supermarket's First Anniversary Six-fold Gift Store celebrates its double store.
2. Shopping lottery, color TV mobile phone is free.
There are many special prices and discounts for the audience.
4. Wonderful interpretation, joy and laughter
5. Do what you can in the beer competition.
Publicity content: leaflet-1/2 activity theme+six major activities+advertising language +a prize map.
1/2 Promotional Goods
B-side activity theme+promotional goods+advertising language
Poster: event theme+six major events+some promotional products
Banner: advertising language or six activities
Publicity car: theme+six items+prize map
Hanging Flag: Advertising Language+Image Map
Background cloth: theme+six items+prize map+supplier content
Front card: theme+six detailed explanations+prize map
Specific timetable
Publicity preparation: June 25-28, sorting out the details and prices of promotional products and customizing promotional materials.
Finalization of publicity: material preparation, publicity implementation, flag hanging, adjustment and display, and flag hanging on June 28-30.
In-store preheating: Starting from 30th-1 day, emerging stores will purchase in advance and issue a lucky draw (the lucky draw is valid from July 2nd to 4th).
Publicity implementation: dealers and installers will be determined before 28th, banners and posters will be hung on 28th-29th, leaflets will be distributed on 29th-30th, and publicity vehicles will be patrolled in streets and squares on 30th-1 day.
Preparation for the performance: 1 afternoon, all the stage facilities are in place, the cast members are implemented and the programs are properly arranged.
1 The specific staffing will be confirmed in the evening, and omissions will be found. All staff will arrange specific procedures and precautions.