How to write the holiday promotion plan?

(1) First introduce how to write a promotion plan.

How to write an activity plan with strong fighting capacity and complete promotion activities? If you want to write a perfect promotion plan, you should pay attention to the following eleven parts:

First, the purpose of promotion: first of all, what is the purpose of this activity, which is to deal with inventory? Is it to increase sales? Is it to crack down on competitors? Is it a new product? Or enhance brand awareness and reputation? Only when the purpose is clear can we make a reasonable plan according to the enterprise's own situation and market demand.

Second, the target of promotional activities: What are the commodities involved in this activity, which are listed in stages, which are the main commodities of the activity, and which are aimed at everyone or specific groups in the target market? What is the scope of activity control? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

Third, the theme of promotional activities: Speaking of the theme of activities, we mainly solve two problems:

First, determine the theme of promotional activities

Is it because of National Day? New year's day? Labor day? Thanksgiving? Mother's day? Father's day? Or the anniversary celebration of this enterprise, or even the successful investment promotion of enterprise projects can be used as the promotion theme. Of course, these are determined according to the time, which means that some popular festivals are known to everyone, while others are unknown, such as where our company opened a new branch and which branch celebrated its anniversary.

The theme of packaging promotion activities

Cash coupons? Gift certificate? Price reduction? Price discount? A gift? Lucky draw? Service promotion? Demonstration and promotion? Consumer credit? Or other promotional tools? What kind of promotion tools and themes to choose should take into account the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses.

After determining the theme, it is necessary to "pull the tiger skin as a banner" as artistically as possible, dilute the commercial purpose of promotion, and make the activity closer to consumers and more impress them. A few years ago, the "Sunshine Action" of Aiduo VCD was a classic, which packaged a simple price reduction promotion action into a caring action to safeguard consumers' rights and interests. This part is the core part of the promotion plan. We should strive for innovation and make the activity shocking and exclusive.

Fourth, the time and place of the event: Choosing the right time and place for the promotion will get twice the result with half the effort, and choosing it improperly will be thankless. 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. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot 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.

V. Advertising and cooperation methods of promotional activities:

A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.

1. Determine your partner: Do you want the government to support you, or do you want to sell your own "dog meat" through the media? Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks.

2. 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 object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.

Vi. Preparation before the activity: 1, personnel arrangement 2, material preparation 3, test plan

In terms of personnel arrangement, it is necessary to achieve "everyone has something to do and everything is in charge", and there can be no gaps or intersections. Responsible for communication with the government and media? Responsible for copywriting? Responsible for website management? Responsible for gift distribution? Responsible for customer complaints? Responsible for the smooth flow of cashier channels? Responsible for cargo transportation? And so on, who is in charge of which item, clearly distinguish, we must consider all aspects clearly, otherwise we will get into trouble.

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.

Seventh, the mid-term operation of the event: mainly in two aspects: the discipline and control of the event site.

Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail.

On-site control is mainly to arrange all links clearly and make them busy and orderly. During the implementation of the plan, the scope, intensity, quantity and focus of promotion should be adjusted in time to maintain the controllability of the promotion plan.

Eighth, the late continuation.

The late continuation is mainly a matter of media propaganda. In which media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.

Ninth, the cost budget:

Without interests, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.

Tenth, accident prevention:

There may be some accidents in every activity. 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.

Eleventh,

Effect prediction: predict 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 from the aspects of stimulation degree, promotion opportunity and promotion media.

The above part is the overall framework of the promotion plan. In practice, it is better to boldly imagine what needs to be changed. Note: check carefully,

(2) Here is a simple example:

Promotion scheme of Mid-Autumn Festival activities in a hotel

I. Target market analysis

The customers of this hotel are mainly middle and upper-class people and government officials, but many of them are private consumers, which requires the hotel to take into account the personal interests of those private consumers on the basis of improving the grade.

Second, the pricing strategy

1, meals can basically maintain the original price, but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (recommended) or directly reduce the price.

2. For high-priced meals, it is recommended to combine the reduction of distribution and price reduction.

3. The price of Mid-Autumn Festival package (explained below) should not be too high, and the per capita consumption should be controlled at 20~30 yuan (excluding drinks).

4. The prices of other drinks and actual services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price around the Mid-Autumn Festival (but according to the hotel's net profit).

Third, marketing strategy.

1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).

2. If a family member's birthday is on August 15, he can get a discount of 50-60 (according to the actual decision of the hotel) when dining in the hotel with valid documents (household registration book and ID card). It is recommended to recommend Mid-Autumn Festival package to them.

3. If the number of mobile phones and fixed lines is 8 15 (according to the actual decision of the hotel). With valid documents (household registration book, ID card), you can enjoy a discount of 5~6 fold when dining in the hotel (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.

As there is no accommodation service in this hotel for the time being, we can join hands with other large hotels focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For this part of customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package.

5. Send some small gifts related to the Mid-Autumn Festival in the hotel (the name, telephone number, address and website of the hotel should be printed on them).

6. The activity will be held from August 10 to August 20th of the lunar calendar.

Fourth, promotion strategy.

1. Place outdoor advertisements at the entrance of the hotel and near the railway station (outdoor advertisements are mainly in the form of ink painting and banners).

2. TV, street banners and newspaper advertisements are combined.

3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.

4. Make an online shop advertisement. For example, if you make a pop-up advertisement or a larger FLASH animation advertisement or banmer on the website of China Dining Network, the processing of webpage animation and pictures must be consistent with the marketing content.

5. Flyer advertising is ok, but the quality of flyers must be high.

Note: You can choose the above advertisements at the same time and promote them to key urban areas or surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.

Verb (abbreviation for verb) Other related strategies

Security guards must ensure the safety of the hotel: adopt some incentive policies for waiters and related staff to arouse their enthusiasm for work (this content can be refined later): put some high-end music in the lobby: serve food quickly; The layout of the hall does not need to be too luxurious, but it should be beautiful and square, showing the taste of Mid-Autumn Festival.

Effect prediction of intransitive verbs

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.