Planning scheme of new store opening activities

Planning scheme of new store opening activities

The planning scheme for the opening of new stores will inevitably encounter many bumps in the workplace. Life in the workplace is never easy, and you can't be clever in the workplace. Not being trapped in the workplace is a great success. The following is the planning plan for the opening of the new store I shared. This is very important.

Background analysis of the planning scheme for the opening of new stores1;

Advantages:

1. The hotel is located in Susan Avenue, Meishan City, in front of the railway station, and then to the city center. Convenient transportation, surrounded by many middle and high-grade residential quarters;

2. There are few surrounding hotels and strong competitiveness;

This hotel is a newly renovated business hotel with outstanding decoration style and complete supporting facilities. The business projects are all at the forefront of consumption in Meishan City, with great development potential.

Disadvantages:

1. There are not many high-income people around, and their popularity is insufficient;

2. The popularity is not high, and the target group does not know enough about the hotel;

3. The hotel's core competitiveness is not clear, and its characteristics are not prominent.

Marketing purpose:

Establish hotel popularity, enhance popularity, establish a relatively stable consumer group, and increase income steadily. Based on the local area, create a local first-class hotel image.

Lock target group:

Local high-income people, night tourists seeking fresh excitement, enterprises and institutions, government organizations, major travel agencies and foreigners.

Project analysis:

As a special commodity, hotel marketing is different from other commodities. The key is how to create consumer demand correctly. Nowadays, the hotel industry in China is increasingly prosperous and the competition is fierce. But there are only a few varieties. Economy, luxury and business class. Economic price war, luxury type pays attention to service and luxury, business type pays attention to supporting perfection. Pay little attention to the taste. Our hotel can make up for the lack of taste at this time. Paying attention to taste will be the core competitiveness of our hotel.

Hotel concept.

A variety of romantic environmental choices.

The management of membership system greatly protects the privacy of consumers.

Convenient traffic environment and obvious location advantages.

Flexible room selection.

Challenging tradition and catering to modern people's psychological demand for novelty are not dominant in policy.

Specific marketing strategy:

1. Release the opening information and specific activities to the target consumer groups in advance;

2. Advocate the membership system and increase the number of members;

3. Marketers sell directly to customers by phone or door-to-door. Cooperate with professional companies to sell. aim at

Key units sign consumption agreements. Conduct follow-up activities and after-sales visits at any time, and all departments should establish and improve the customer file system and summarize the work in time. In order to cooperate with the smooth progress of this marketing activity, the leaders of all departments and marketers need to carry out sales-related work such as telephone marketing and contract sales at the same time, so as to achieve full-time marketing, and all teams should cooperate with each other and do their best to fight this battle.

4. Publicity:

1. Pre-heating of activities [news, soft articles, advertising, DM and POP distribution in place].

2. The choice of newspaper media.

3. Selection of TV media.

4. The choice of network media.

5. Choice of outdoor media.

6. Choice of radio station.

7.DM issuance [focusing on taxi drivers and car owners, issuing a letter of commitment for opening concessions].

8. Publicity outside the store [hydrogen balloons, lanterns, banners, POP, etc. Used to open]. Set off the opening atmosphere]

9. During the opening ceremony, the top five customers have more surprises every day.

10, there is a lucky draw every day.

5. promotional gifts:

1, lighter

2. Sculpture (small relief with collection and ornamental value).

3. flowers.

4. Crystal products (small crafts).

5. Discount card or free experience card.

Specific implementation plan: (omitted)

Cost budget: (omitted)

The expected effect of this marketing:

1. Improve the visibility of the hotel.

Let half the local people know.

Both the driver and the master know this hotel.

4. And the target group came to this route. You will choose this hotel when you spend money.

5. Develop and increase the frequent customers of the hotel.

6. Let local enterprises and business leaders know about this hotel. We will choose this hotel when there is demand.

7. Improve customer satisfaction, reputation and loyalty. Make it an old customer and member of the hotel.

8. Through the promotion and sales of the main products (rooms), the sales and popularity of the affiliated industries will be promoted at the same time.

This scheme is mainly conceived to open marketing, and the marketing strategy is only a small framework. In market analysis, I believe that investment companies have a well-thought-out plan. Looking forward to teaching and communication.

Planning scheme of new store opening activities 21. Purpose of the activities

1. Gather popularity through opening activities, attract pedestrians to wait and see, form word-of-mouth publicity, achieve the effect of communication, and further expand the popularity and reputation of Jiajiazhi brand within a certain range.

2. Attract consumers into the store through activities, and strive to promote the purchase of consumers who patronize the store for the first time.

Second, publicity strategy.

1. Hang large outdoor advertisements or lamp post and light box advertisements on main streets, usually short-term advertisements, near new stores, mainly for opening. It is more appropriate to announce the opening time and surprise activities around 10 days before and after the opening.

2. One week before opening:

Distribute DM leaflets to residents in commercial concentrated areas, key blocks or residential quarters, mainly to convey the opening information and the contents of opening surprise activities, and stimulate consumers to participate and buy;

(2) If conditions permit, you can find local powerful newspapers and media to cooperate and publicize with leaflets;

(3) If funds permit, publicity should be carried out through the media and television.

3, three days before the opening:

Strengthen publicity, release opening information through SMS platform, place floating balloons around the business circle, hang opening celebration banners and banners on the adjacent streets and main roads of new stores, create an opening atmosphere, strengthen the stimulation to passers-by, and do a good job in preheating for the official opening.

4. On the opening day, publicity can be carried out in the main streets nearby to attract the attention of pedestrians and release opening information and activities.

5. One week after opening: Continue the enthusiasm when opening, and launch a new promotion plan according to local consumption habits to ensure passenger flow and sales.

Third, the activity project settings

1, opening ceremony.

2. Promotional activities.

Fourth, the activity site layout

1. Arch at the entrance of the new store, floating balloons, banners and vertical banners with appropriate specifications (hanging on the upper floor of the building where the new store is located).

2. A red carpet is laid along the street in front of the new store, with the length of x meters.

3. Place flowers for the opening ceremony on the left and right sides of the new store gate.

4. On the opening day, ensure that the new store has enough employees. Employees will wear well-known uniforms and stand on both sides of the door or at the entrance of the new store to greet the guests, follow them into the store, help them introduce and pack, and strive for one-on-one tracking (X days before opening).

5, audio, microphone equipment and debugging.

Verb (abbreviation of verb) opening ceremony process

Before X point: Now the layout is completed and the sound debugging is completed.

Ex-X: All the activists are here.

X-point to X-point: All participants, including the heads of various departments of the company, were present to coordinate the scene and enhance the popularity of the opening scene.

From point X to point X: drumming, playing military bands, attracting passers-by and creating popularity index.

X point to X point: the ceremony officially begins. General manager Lu briefly announced the opening ceremony and the lion dance performance. At the same time, leaders and guests can visit Jubao Store and begin to perform the traditional China program "Lion Dance Performance" with applause. In the performance, the lion gave a sentence (indicating that everyone knows the treasure shop and has a good business).

From X to X: After the event, the new store will open as usual, and continue to carry out on-site product sales, sales promotion activities (calling out promotional activities from time to time), preferential introduction of membership cards and other activities. In order to continue the shopping craze when Jubao Store opened, the promotion activities can be extended by X days, aiming at increasing the rate of entering the store and promoting sales.

Things to be prepared before the activity of intransitive verbs (in place x days before the activity)

1. Contact the arch, balloon and banner production company, communicate the release content, release time and price, and negotiate and sign the contract.

2. Design and production of DM leaflets, posters and other publicity materials.

3. If you need to publish an advertisement, contact the local outdoor media or TV, newspaper and media companies to communicate the content and price, and sign a contract.

4. Draw up the opening promotion plan, prepare opening gifts and prepare promotional gifts.

5. Contact the local lion dance performance team, communicate the performance time and price, and negotiate the signing.

8. Preparation of ribbon-cutting props (red ribbon, tray, scissors, white gloves).

6. Prepare the red carpet (rent or buy), purchase flower baskets for the opening of the new store and ensure that they arrive at the store normally on the opening day.

7, the host, leadership speech, media draft preparation.

8. Prepare the customer information card and file the customer information (for users who newly apply for membership cards during the opening period).