Planning scheme of marketing activities for Chinese New Year Festival 1 1. Background of activities
Exhibition economy is an economic phenomenon and behavior that brings direct or indirect economic and social benefits by holding various forms of exhibitions and exhibitions. Trade fairs establish a docking platform for merchants and consumers, which is conducive to face-to-face communication between enterprises and consumers, promotes the promotion of brands and products, and ultimately drives the growth of product sales.
The annual Spring Festival is quietly approaching, and the huge demand for new year's goods is gradually forming. This is the moment when businesses can make a difference. The new year market has become a battleground for businesses. Tongan Food Association's food enterprises cover meat products, bean products, grain and oil, cakes, preserves and other industries, which are the "flagship" products in the new year market. Therefore, the new year market organized by Tongan Food Association is conducive to the formation of cluster effect. For consumers, it can provide greater benefits and convenience for the purchase of new year's goods, which is a win-win and mutually beneficial model and can create more social and economic benefits.
In accordance with the relevant requirements of the central government on expanding domestic demand and the guiding opinions of the Ministry of Commerce on expanding consumption, Tongan Food Association specially planned this New Year Fair in order to open up the holiday market, prosper the Spring Festival supply and expand domestic demand.
Second, the purpose of the activity
Establish a docking platform for food enterprises and consumers to enhance consumers' understanding and concern for local food enterprises; Reverse the situation that the New Year Fair will not make money and realize a virtuous circle of the New Year Fair. By integrating the food enterprises under the guild to show the new year's goods, it will not only help to expand the visibility of enterprises, but also bring convenience and benefits to consumers to buy new year's goods, and realize the "four wins" for the government, guilds, enterprises and consumers.
Third, the activity positioning
New Year's goods exhibition and overall marketing promotion activities of Xiamen local brands, which are guided by the government, participated by enterprises and promoted by the media.
Four. Time and place of activity
1, 20xx 65438+29, 30, 3 1 (location: Xiamen People's Hall)
2.20xx Performance on February 5th, 6th and 7th (location: Tongan Gymnasium)
Verb (short for verb) is the theme of the activity.
Theme: Tongan District's First Famous Food and New Year Exhibition Festival
Organizational structure of intransitive verbs
Organizer: Tongan District Government
Organizers: Tongan District Food Association and Xiamen Daily.
Exhibitors: Yinxiang Group, Wellcome, Haoniandong Rice Industry, Huangzehe, Xiangyang Square, Zhongsheng, Wanying, etc.
Supporting media: Xiamen Daily, Xiamen Evening News, Xiamen Business Daily, Xiamen TV Station and Tongan TV Station.
Executive agency of planning: Xiamen Dajie Marketing Planning Co., Ltd.
Planner: Wu Chenglong
Seven. Activity promotion
The publicity of the event should give full play to the role of newspaper media, and the publicity of the whole event should be mainly newspaper publicity, such as using newspaper reports and DM sheets to preheat and inform the event before the event; Invite newspaper media to interview on the spot during the activity; Follow-up reports in time at the end of the event, such as the newspaper's selection of "the most Xiamen gift", are not only encouragement to exhibitors, but also publicity to the event itself.
(1) Preparation activities
1, newspaper report: Before the event, use newspapers to report the warm-up activities to remind the public that the New Year Fair will be held soon;
2. Insert a DM sheet: insert a DM sheet in the newspaper in the radiation area of the event one day before the event. The DM sheet introduces the exhibitors and products, and attaches a product promotion strength table; At the same time, there are coupons on the DM sheet, which can be used for lucky draw. During the activity, consumers can exchange a box of cereal with a DM slip (500 boxes a day while stocks last);
3. Online publicity: posting publicity on forums such as Xiaoyu Forum, Yutan Forum and Straits Forum, and publishing trade fair information on enterprise portals;
(ii) During the event
65438+
2. Broadcast the taxi to the site: At that time, the popularity of the event site may be even stronger. You can broadcast a taxi to the trade fair to pick up consumers, which is conducive to accumulating popularity and alleviating shipping problems;
3. Distribute DM sheets in the radiation area: arrange five leaflet distributors, wearing red ribbons printed with the words "Tongan Food Association's First New Year's Day Tour Exhibition Festival", and distribute DM sheets at intersections or communities around the event site in five ways, while distributing DM sheets, briefly introduce the location and form of the event to consumers and guide people to the event site; (The DM sheets issued are the same as those reported in the newspaper, which can be exchanged for grain strength and participated in the on-site lottery. )
4. On-site layout: Show the upcoming Spring Festival atmosphere with festive layout to stimulate consumers' impulse to buy new year's goods.
5. Broadcast publicity: the introduction of the event (recorded in advance) and festival music will be played loudly through the stereo at the event site to attract past consumers;
(3) Late activities
1. Selection of "Best Handmade Gifts in Xiamen": Set the column of "Best Handmade Gifts in Xiamen" on the DM list. After consumers know all the businesses and commodities on the spot, they can select awards on the DM list, such as: What is your favorite new year's goods? What is the best new year's goods?
2. Only the selected DM sheet can put the sub-coupon (the selection bar is on the sub-coupon) into the lottery box to participate in the on-site lottery. After the exhibition, the organizing committee will count the voting results and select the "most accompanying gift in Xiamen", which will be reported and publicized by this newspaper to pave the way for the next round of trade fair.
Eight. Activity form
(A), the scene atmosphere to create
1, DM single "grab and exchange" cereal lottery: during the event, you can exchange a box of cereal and cereal at the event site with a DM single, 500 boxes per day, while stocks last, and each person can only exchange one box; In addition, you can participate in the lottery by putting the lottery tickets on the DM list into the lottery box. 1 first prize, and a new year gift package worth 666 yuan; 2 second prizes, a New Year gift package worth 366 yuan; 3 third prizes, worth 166 yuan's New Year gift package; There are several lucky prizes, which will be set separately.
2. Set up a bill of lading exchange point on site: During the Spring Festival group purchase, many enterprises will launch bills of lading for the convenience of consumers. Setting up a bill of lading exchange point at the event site can gather these redeemer, improve the popular atmosphere at the scene, and stimulate other consumers' buying impulse when the redeemer shuttles through the scene with big bags and small bags;
3. Product display: Every enterprise has the opportunity to go on stage to promote the new year's goods 15 minutes in each activity. Product promotion will be mainly in the form of speeches, catwalks, quizzes, on-off, on-off and on-off interactions.
4. free goods's experience: Some products can be learned from free goods, which is conducive to the accumulation of popularity, and it is easier for consumers to buy after experiencing the products.
5. Stage performances: singing, dancing, magic, writing couplets, lottery and other performances are performed intermittently on the stage to create a fiery atmosphere;
(2) Promotion form:
1. Discount (exhibitors should draw up their own plans and try their best to provide the biggest discount, which should not be lower than the new year's sales promotion of shops on the island).
2, group discount: more than 5 people buy new year's goods together. On the basis of preferential treatment, you can enjoy 10% discount and 50% discount collectively!
Nine, the site layout (omitted)
X. Activity process (the day of the activity)
leave out
XI。 Activity budget
leave out
Planning scheme of marketing activities for the New Year Festival 2 I. Theme of the activities
This event is mainly hosted by the official platform of "Shi Bing Shang Yun". Combining the advantages of the offline service platform of Shibing E-commerce Service Center and the popularity of Guizhou E-commerce Cloud, Taobao.com, JD.COM.com and other networks. * * * Work together to create online and offline promotion activities with the theme of "New Year's goods sent to the countryside with guaranteed quality". The activities are mainly on-site physical display and online commodity purchase.
Advertising slogan: "New Year's goods are sent to the countryside, and the quality is guaranteed; There are specialties in the city, let's help. " You can choose all the characteristics, accompanied by famous mountains and holy water!
Second, the activity objectives
1, mainly promoting the "Bing on the Cloud" platform to implant the initial brand impression into the hearts of the public.
2. Increase the number of followers, registered people and buyers.
3. Effectively attract on-site merchants and potential merchants to join e-commerce. (Merchants can sign an intention contract with e-commerce on the spot)
4. On-site driving forces people to get used to using the platform. (For example, scan WeChat attention, give a brochure similar to a bookmark, and the on-site staff will carefully guide the operation)
5. Use this activity to re-establish the function of Bing on the Cloud brand.
Third, the object of the activity
Consumer groups of new year's goods in Shibin township; Distributor of all kinds of products of Shibin;
Fourth, the activity time
20xx65438+February 12 to 20 18 65438+ 10/2 (one-month promotion cycle in each township)
Verb (abbreviation for verb) activity place
Shibin township service stations.
Setting up the exhibition area of intransitive verb activity content
1, display of new year's goods and local products;
During the activity, a product exhibition area was planned to show the peripheral products of the organizers and other franchisees. (This activity is mainly implemented by Guizhou Yuntai Commercial Co., Ltd. to assist the villages and towns. )
2. E-commerce purchasing experience; Set up an e-commerce area, eye-catching, mainly looking forward to people's power generation brochures. Guide consumers to register and purchase, and register businesses that need to join. Content design:
1, the concept of e-commerce new year's goods is relatively new, so offline activities are mainly guided. Design a shopping mall operation flow card (with bookmark as the pattern), design an online activity leaflet and distribute it together with the flow card.
3. Design the investment promotion scheme according to the on-site investment promotion situation. Fill in the franchisee's cooperation intention form, leave relevant information, and contact you later. (If conditions permit, you can promise preferential policies for merchants to join: if merchants introduce other merchants to join, they can enjoy priority service objects. )
4. For e-commerce training students and businesses, certain activities can be given on the same day.
Seven. Activity promotion
(1) Promotion time
1. The activity time is from February of 65438+20XX to February of 65438+20XX.
(2) publicity methods:
1, Shi Bing News Network.
2, mass information, (SMS, WeChat)
3. Interactive forums (other network platforms)
4. Leaflets (printed on leaflets)
(3) Publicity contents:
1, time, place, contact information, activities.
2. The object of discount and the content of discount.
3. Mainstream franchisee information.
(4) Site layout
1, 3x6 advertising tent (according to the number of specific businesses)
2. There are two computers (the more the better), network cables and three power interfaces in the exhibition area.
3. 4 tables, chairs and tablecloths on site 10.
4.X-stand posters, background paintings and live banners.
Additional conditions: staff should wear uniforms. Considering that night activities should continue, e-commerce video promotion and voice promotion should provide lighting (ordinary lights or artistic lights). It must be done in advance. )
Eight. Activity flow
Work arrangement:
I. on-site distribution of leaflets
Second, the front desk information answering personnel
Third, online operators.
Four. Sign the intention to join.
Planning scheme of marketing activities for the New Year Festival 3 I. Purpose of the exhibition:
Inheriting the traditional folk culture of China and stimulating the economic consumption during the Spring Festival. Improve the environment and quality of citizens' buying new year's goods, and meet the citizens' one-stop shopping needs. Focus on displaying famous products all over the country and promoting enterprise products and brands. Enrich the content of community life around the new city and bring convenience to residents. Lay a foundation for the sales and investment promotion of Xindicheng and gather popularity.
Second, the exhibition time:
Need to decide or solve
Venue: Huamao 1958 Square.
Third, the theme of the exhibition:
20XX Xindicheng New Year Taobao Food Festival
Fourth, organize:
Organizer: Xindicheng
Organizer: Anhui Shenhua Advertising Media Co., Ltd.
Verb (abbreviation of verb) exhibition content:
New year's promotion of various stall merchants. The organizing committee organized activities such as on-site Spring Festival couplets, lucky draw of thousand yuan gift package, giving out red envelopes by the God of Wealth, and sweet glutinous rice balls.
Exhibition scope of intransitive verbs
1, drinks: all kinds of wine, white wine, yellow wine, fruit wine, health drinks, fruit juice drinks and lactic acid bacteria drinks; Tea and so on.
2. Foods: all kinds of famous and excellent new foods, green foods, grain and oil foods, health foods, snack foods, quick-frozen foods, baked foods, meat and poultry products, aquatic products, condiments, dairy products, roasted seeds and nuts of dried fruits, local products and agricultural products.
3. Daily necessities: household appliances, kitchen and bathroom appliances, ornaments, cosmetics, leather products, daily necessities, plastic products, hardware and electrical appliances, firecrackers, festive supplies, kitchen utensils, smart toys, etc.
4. Gifts: various gift boxes, floral potted plants, paper-cut calligraphy and painting, strange stones and jade articles, etc.
5. Clothing category: bedding, clothing, shoes and hats, etc.
6. Specialty: Wuxi specialty sauce ribs, oil gluten, steamed buns, vegetarian cakes, Huishan clay figurines;
7. Imported goods: specialty foods from all over the world;
Seven. Activity form
1, Thousand Yuan Gift Package Lottery: Customers can get a free merchant lottery when shopping in 50 yuan. Lottery tickets can participate in the lottery. You can get two lottery tickets if you buy more than 100 yuan, and so on.
2. Free Spring Festival couplets: Calligraphers of Calligraphers Association are invited to write and send Spring Festival couplets on the spot. Send it when the shopping is over xx yuan.
3. The God of Wealth sends a red envelope: The top 200 customers who come to the New Year Fair every day can get a red envelope for free. Remarks: each person is limited to one red envelope, which can be a blessing, couplet, RMB or greeting card.
4. I'll pay for your shopping: the organizer randomly finds a customer who is paying the bill, and as long as the customer answers a simple question about this year's New Year Festival within 30 seconds, the order can be exempted.
5. Large-scale group purchase: make a catalogue of new year's goods and send it directly to units and enterprises to promote group purchase while promoting goods.
6. Artistic performances: lion dance, guzheng performance, pipa performance and singing representative songs of the Spring Festival.
7. Window grilling: teach window grilling skills on the spot.
8. Enjoy free New Year snacks, such as glutinous rice balls and spring rolls.
Eight. publicity programme
This year's New Year Shopping Festival will focus on pre-publicity and hype, and link the media resources in the same city to attract potential consumers around the new city and even the whole city to the maximum extent.
Publicity methods: hard and wide activities, dynamic reports and topic hype.
1, network: post on the websites of major forums to expand publicity.
2. Print media: Advertisements or dm pages can be placed in Anqing Evening News, Xin 'an Evening News and Anqing Radio and Television News.
3. Vehicle carriers: buses and taxis put advertising information.
4. Posting of community posters: Posters will be tailored for this year's New Year Shopping Festival, which will increase market attention and accumulate popularity.
5. Air glider