Planning scheme of China Merchants Association

Theme: 20xx Beauty Marketing Fortune Forum Summit and "xxx" Product Investment Promotion Conference

Objective: To show the product features and enterprise strength, build the confidence of dealers and encourage potential customers to sign the bill.

Procedures and specific details:

First, the time strategy and location strategy of China Merchants Association.

(1) Time strategy: It is best to hold the investment promotion meeting on Sunday to facilitate customers' participation.

(2) Location strategy: Choose a hotel conference hall with certain strength and conditions. The conference hall must have audio and video functions, with a moderate area and a geographical location in a busy traffic area. (such as the Great Hall of the People)

Second, the training of investors and employees

First of all, do some necessary training for investment promotion personnel:

If a team wants to win, it is not enough to rely solely on the players' personal abilities. It is necessary to carry out team running-in and training. Similarly, after the investment team is established, it must also be trained. On the one hand, through training, the team can understand the current situation and products of the enterprise, and understand the investment strategy and operation steps, which is also a running-in process. Investment training mainly includes the following aspects:

A, enterprise and product knowledge, so that team members have a clear understanding of the status quo of the enterprise.

B, communication skills (such as answering the phone, reception language, negotiation skills, manners, etc. ) to cultivate the professional sense of team members.

C, investment expertise (investment process, negotiation skills, answering the phone, matters needing attention, etc. )

D, the nature of investment (investment strategy description and contract interpretation, etc.). )

(1) Merchants must truly grasp the characteristics of their products.

(2) Businesses must know their customers before doing things, including their economic strength, sales network and personal hobbies.

(3) Merchants must have a full understanding of the current market, especially the regional market where their target customers are located.

(4) Merchants must have certain negotiation strategies and abilities.

Third, the determination of the invited object of the meeting

It is mainly divided into four parts: new customers, old customers, media and politicians.

Clarify the investment target through market segmentation: through market research, select three or four powerful dealers in various provinces and cities, send invitations, and finally determine a powerful prefecture-level franchise dealer at or after the investment promotion meeting. (Invite well-known old dealers to participate as representatives, and you can speak on the spot to promote the atmosphere of the venue. )

Fourth, determine the investment channels.

(1) Publish product investment advertisements in the media with large circulation in the area to be invested.

(2) Send investment promotion information to dealers with certain strength through SMS platform, and track and confirm it.

(3) Invite major prospective customers to attend the meeting through the company's marketing staff, and design an invitation letter with super lethality.

Verb (abbreviation of verb) contract planning

We will meet with the customers who sign the bill on the spot, make some amendments to the investment contract according to the dealers with different strengths, and provide some preferential policies.

Sixth, the details of the competitions.

Merchants will follow up the target key customers all the time.

(1) Do a good job in the reception, accommodation, catering, return and other aspects of the participating customers.

(2) Create a relaxed and pleasant atmosphere of the investment promotion meeting, so that customers who come to participate in the investment promotion can know from the side that the dealers with the same strength in the region should also participate in the investment promotion, thus arousing the competitive psychology of the dealers.

(3) There should be a marketing planner and a product manager at the investment promotion meeting to make a detailed analysis and explanation of the current market and products. Dealers can ask their own market prospects and marketing strategies on the spot, and marketing planners can answer them on the spot to help dealers build up their confidence in distribution.

(4) The product manual and investment promotion manual designed by the company must be sent by the investment promotion personnel to the participating dealers in person and registered.

(5) Hanging and placing a large number of product print advertisements (banners, Yi Labao, leaflets, etc.). ) the scene.

(6) Inviting the dealers who have already joined to compete for the distribution rights in other regions will have a strong shock and pressure on the prospective customers who want to distribute but have no distribution in this region, so that they can see the operability and profit space of this market, and may sign the bill on the spot in order not to be occupied by others.

(7) Give greater price concessions and policy support to the dealers who sign the bill on site. This information will be explained by the host to the participating dealers on the spot, and the specific preferential policies will be explained by the investment promotion personnel to the customers who sign the bill separately.

(8) Give gifts after the meeting.

Seven. Post-meeting document flow

(1) telephone follow-up

(2) Marketers visit in person.

Eight, do a good job in the aftermath after the investment promotion meeting.

(1) Arrange the customer's return trip.

(2) Summarize the gains and losses of this competition.

(3) Sorting and archiving all kinds of information obtained by competitions.

Meeting procedure:

Sequential content (voice) speaker schedule

1 Give a welcome speech and introduce the host for 5 minutes.

2 Enterprise introduction (with text and vcd projection display) Person in charge of the enterprise10-15 minutes.

3 product introduction (with text and picture projection display) product manager 20-30 minutes.

4. Introduction of marketing model and product promotion scheme (text, vcd, photo projection display) 30 minutes for the person in charge of enterprise marketing or the person in charge of famous marketing planning company.

5 cooperation mode and contract description (with text projection display) 15 minutes person in charge of enterprise sales management.

6 Representatives of dealers and advertisers speak 10 minutes.

7. Product display and advertising, promotional materials, pictures and vcd display for 20 minutes.

8. Announce the signature method and answer questions. Several principal persons in charge of the company will be responsible for 2 hours.

9 1 day signing business representatives and marketing leaders.

Specific time schedule:

1, 9: 00- 10: 00 guests sign in (distribute gifts), visit and show (accompanied by personnel).

2.10: 00-10: 30 Leaders' Speech

3.10: 30 ——11:00, which shall be stated by the person in charge of the enterprise. Introduction of cooperative units (such as hospitals, etc.). ),

4.11:00—11:20, the customer representatives in the early stage talked about their business experience. Consumer representatives talk about service convenience;

5. The signing ceremony will start from11:20—12: 00 (pre-contractors can be arranged to sign the contract), and the staff will read out the signing policy, create an atmosphere and facilitate the signing.

6. 12: 00- 1: 30 lunch, and the signing customers will draw a lottery.

7. 1: 30-3: 00 group discussion;

8.3:00-5:00 to visit the company and sign the contract.

Nine. Cost budget (calculated by expected attendees)

1, venue rental fee:

2. Chinese food (table):

3. Transportation:

4, floating in the air (2-6)

5. Air arch (1)

6. Flower baskets (6-8)

7. Gifts (200 copies)

8. Red envelopes:

9. Photography

10, popular (Zhang)

1 1, display board (2 * 3m), 6 pieces.

Yi Labao: 10.

13, invitation letter (copies)

14, song and dance performance

15, moderator

16, other

The whole meeting process should pay attention to three key aspects:

1, speech level. The clothes, temperament, eloquence and content preparation of the speaker are all related to the effect, so professional and systematic training should be carried out in advance. Because the China Merchants Association itself is an activity to attract dealers to cooperate in the form of comprehensive display of enterprises, the managers of the company must strive to have the quality that can be displayed.

2. Answer the questions. Because the ability to control the meeting situation is most concentrated here. What should be noted here is that you can't avoid any questions, you can't use diplomatic language, and you must give a positive answer. In order to better control the situation in the venue, we should do the following work:

(1) "Demining". Although the overall goal of dealers participating in competitions tends to be the same, personally, their mentality is more complicated, and their purposes and personalities are also different. For individual dealers with extreme attitudes, it is necessary to judge in advance and arrange business representatives with strong communication skills to communicate and guide effectively; Competitors and malicious troublemakers should be effectively guided.

(2) Choose dealers with more positive cooperative attitude as opinion leaders, and take the initiative to ask questions about the problems that dealers usually care about. Avoid the atmosphere of the venue being controlled by negative questions, doubts and dissatisfaction.

(3) The principal responsible person of the company who answers questions should have strong affinity, personality charm and good adaptability, and be fully prepared for the questions that the banker may ask.

3. Signing a contract: Although dealers decide their choices through rational analysis, the herd mentality is still obvious here. In order to make the signing negotiations at the venue develop in a positive direction, we should do the following two things:

(1) Conduct effective and purposeful pre-meeting communication, select qualified, active and clear dealers for pre-decision, and listen to their suggestions and opinions.

(2) At the investment promotion meeting, several dealers with positive attitudes confirmed in advance took the lead in signing the contract.

In a word, China Merchants Association is a kind of marketing public relations work with special significance, and it is also an activity to show the ability of organization, control and management and the basic quality of enterprises, which is related to the success or failure of the overall investment promotion activities and the smooth development of the next marketing operation. Therefore, the organization should be professional, meticulous and thorough.