Summary of the activities of the calligrapher's pen meeting
1. Purpose of the activity
The theme of this activity is "Promoting traditional culture and cultivating enterprise spirit", and its main purposes are:
1. Stimulating customers' cognition of the project and recognition of the enterprise through the dissemination of traditional art;
2. Bring customers to the site through activities, so that customers can fully understand the project;
3. Rewards at the event site, driven by old customers, stimulate customers' investment desire;
4. increase the communication between customers and projects, and spread the corporate image and social influence of XXX.
second, preparation before the activity
1. communicate and confirm the activity plan in advance, and confirm the activity process and direction with the activity company.
2. Arrange the materials and personnel for the activity to individuals to ensure the activity.
3. The activity venue was originally planned as an outfield, but considering the weather and other factors, it was finally confirmed as an indoor activity.
III. Basic information of activities
1. Confirm the details of activities and personnel arrangement with Party A again on April 15th;
2. On April 16th, reconfirm and supplement the active materials, and confirm the activity details with the active company;
3. Inform customers of their activities by telephone on April 17th to confirm the number of customers;
4. On April 18th, all personnel were notified to be in place, and the venue was arranged in the afternoon;
On May 19, at 9: am, the site was inspected again, and on-site photographers were arranged to record every wonderful moment from the activity.
6. At 1: 3 a.m., masters of painting and calligraphy, guests and the media enter the venue to start preparations.
7. At 11: noon, arrange painters, guests and the media to have a meal, and at the same time, customers will start to enter the venue;
8. The activity officially started at 13: 58 p.m., and the activity site was smooth and orderly, and all departments actively cooperated.
9. After the event, arrange the relevant leaders of the company to take photos with the masters of painting and calligraphy, and arrange the relevant vehicles to send the customers and guests away, thus ending the event smoothly.
iv. Customer attendance
1. Attendance of new customers: 58 groups of customers were visited on the day of this activity (the recorded data are customers who signed in, and some of them were led by old customers, but not signed in).
2. Old customers were present on the same day, but none of them signed in.
V. Problems in the process of activities
1. Theme of activities: Painters' Pen Club is a cultural and artistic theme activity, which can actively promote the company and has a positive and upgrading effect on the overall culture of the company; However, from the customer's point of view, at present, the main customer groups of the company's projects are customers in second-and third-tier cities, and their understanding of culture is not enough to support the activity, which is one of the reasons for the small number of people in this activity.
2. Event site: Due to the need of the atmosphere at the event site, the content of music and process will attract customers' attention and achieve the effect of the event, but at the same time, the distraction of customers will make it more difficult for marketers to control customers, and the workload of explanation and communication will increase, but the effect will be in a declining state.
3. Activity arrangement: The activity arrangement is generally smooth, and there are no major problems from admission to departure, but some details still need to be improved: ① On-site hygiene and supply arrangement: the customers were mixed that day, and garbage disposal was not timely. Although the marketing staff handled it in time, the perception of customers was reduced, which affected communication with customers; ② There were also some minor problems with fruit and water, which were solved in time after on-site adjustment. (3) When taking photos on site, due to the demand of the site, the customers who are negotiating are asked to leave and change positions, which makes the customers feel bad. ④ Other problems: such as on-site child guidance; Guest corsage equipment; Visiting gifts, etc.
4. Customer management: Despite the arrangement etiquette and sign-in desk, some customers still didn't sign in, which can't
control the number of people in the event well, and it also has an impact on customer tracking in the later period. At the same time, customers eat in the lobby at noon, which makes the scene more chaotic and affects the overall effect of the event, and also has a negative impact on the intended customers' understanding of the project. The lottery and gifts in the second half also failed to mobilize the enthusiasm of customers.
V. Summary of activity suggestions:
(1) Make a detailed analysis and arrangement of the process and details before the activity, avoid possible problems in advance, or propose solutions in advance.
(2) the activity arrangement should be interactive with customers, so as to arouse their enthusiasm and keep quiet, so that customers can have a sense of participation and better relax their mentality.
(3) customers are uncontrollable, so it is very important to communicate with the marketing department, which will analyze the customers and take the lead in improving the controllability of the activities.
(4) Separation of the site: The purpose of the activity is to publicize and sign a contract, so this aspect should be fully considered in the arrangement of the activity site, such as sharing with interested customers to a quiet area suitable for negotiation.
(5) the budget of the number of people; Try to confirm with customers, and at the same time make corresponding judgments on customers' replies so that the company can budget and prepare in this respect.
(6) the division of labor of personnel is put in place; Before the activity, the corresponding personnel and mobile personnel shall be designated and communicated according to the process and plan, and the personnel shall be trained in emergency.
The above is a summary of this painting and calligraphy pen meeting. We should improve the future activities on this basis, and cooperate with sales with activities to achieve the best results, so as to make the company and the project image publicity and performance by going up one flight of stairs. ;