How to write the promotion plan for the Spring Festival (Festival)

How to write a promotion plan has always been a headache for many promotion planners. How to make the promotion more innovative and attract more consumers is inseparable from a good promotion plan. In my opinion, a perfect promotion plan should consist of the following parts: 12: The purpose of the activity is to explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it to deal with inventory and increase sales? Is it to crack down on competitors? Is it a new product on the market, or is it to enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted. Activity object is the object of activity aimed at every consumer or a specific group? What is the scope of activity control? Who is the main promotion target and who is the secondary promotion target? Whether these choices are correct or not will directly affect the final effect of promotion. Activity Theme In this part, we mainly solve two problems, namely, determining the activity theme and packaging activity theme. Choose price concessions or gifts? Is it a lottery or a gift certificate? Is it service promotion or demonstration promotion? What kind of promotion tools and themes to choose should consider the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses. After determining the theme, we should try our best to be artistic, "pull the banner to make a tiger skin", dilute the commercial purpose of promotion, and make the activities closer to consumers and more impress them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple promotion action into a caring action to safeguard consumers' rights and interests, but it could not be used for reference. This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive. This part of the activity mode mainly expounds the specific way of activity development. There are two key issues to consider: first, determine the partners. Do you fight alone, or join hands with manufacturers and distributors? Or cooperate with the media? If you cooperate with the media, it will help to build momentum; Combining with distributors or other manufacturers can integrate resources and reduce costs and risks. The second is to determine the degree of stimulation. In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target audience. The higher the degree of stimulation, the more participants and the better the promotion effect. However, this kind of stimulus also has marginal effect, which must be analyzed and summarized according to the promotion practice, and the appropriate stimulus degree and corresponding cost input should be determined in combination with the objective market environment. Choosing the right time and place for promotional activities will get twice the result with half the effort. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. If the duration is too short, repeated purchases will not be realized during this period, and many benefits that should be obtained will not be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced. In terms of personnel arrangement, the advertising cooperation mode should be "everyone has something to do, and everyone is in charge of everything", without gaps and intersections. Who is responsible for communicating with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? All links should be considered clearly, or you will get into trouble if you get cold feet and lose sight of one thing and lose sight of another. In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene. More importantly, because the activity plan is determined on the basis of experience, experiments are needed to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate, and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area. Mid-term operation Mid-term operation is mainly about 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, the participants' disciplines should be specified in detail. On-site control is mainly to arrange all links clearly and make them busy and orderly. 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 ensure the controllability of the promotion plan. Without benefits, the cost budget is meaningless. The cost input and output of promotional activities should be budgeted. Many promotions fail because there is no budget in terms of expenses. It was not until after the activity that the plan was found to have no financial support. A good idea is not enough for a good promotion. Accident prevention Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents. Effect prediction predicts what kind of effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure points from the aspects of stimulation degree, promotion opportunity and promotion media. The above explanation is a framework of the promotion plan. In practice, we should boldly imagine, carefully verify, analyze and compare, and optimize the combination to achieve the best benefits. With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can receive the effect of four or two thousand yuan.