Planning and design scheme of marketing activities

In order to ensure the smooth and successful work, it is often necessary to make a plan in advance, which is the detailed rules, steps and arrangements for implementing a specific action. Then the question is coming, how should the plan be written? The following is the planning and design scheme of marketing activities I have compiled. Welcome to reading. I hope you will like it.

Marketing activity planning and design scheme 1 1. Purpose and significance of the activity

Mid-Autumn Festival is a traditional festival of the Chinese nation, which conveys the profound culture of the nation and embodies people's beautiful feelings. On the night of Mid-Autumn Festival, the bright moon is in the sky, and the glory is scattered all over the earth, which is the time to enjoy the moon.

On the eve of Mid-Autumn Festival in 20xx, Shapotou, with its wonderful desert scenery and good leisure and holiday facilities, was recommended by senior domestic travelers as "Seven Holy Places to Enjoy the Moon in China" together with seven scenic spots such as Danxia Mountain in Guangdong and Huashan Mountain in Shaanxi. In order to successfully implant this network event into the sales market, Shapotou's brand awareness and market influence are used to create a tourism brand of "Moon Watching in the Desert", so that tourists who come to Shapotou can stay in the silent Tengger Desert, eat moon cakes, barbecue, taste good wine and experience "a bright moon hanging overhead, only watching the vast and ethereal Milky Way …". The scenic spot has planned a series of themed marketing activities, and launched a Mid-Autumn Festival consumption package integrating project entertainment, accommodation, catering and leisure, which set off a "Mid-Autumn Festival" participation upsurge, stimulated the consumption enthusiasm of tourists from this city and other places, warmed up the "blowout" of the tourism market in the Eleventh Golden Week in advance, and further established Shapotou leisure and holiday tourism brand.

Second, the theme of the event:

Dream of Tengger singer, romantic mid-autumn night.

Third, the activity time:

20xx September 22-24

Four. Location:

castles in the air

Verb (abbreviation for verb) Number and scale of participants:

50- 100 people

Six, organizational leadership:

(omitted)

Seven. Activities:

1. Hold a bar performance, and invite 2-3 local central defenders to sing passionately.

2, karaoke star show.

3. Look at the moon in the sky tower.

4. Bar masquerade.

5. Enjoy the dazzling desert fireworks.

6. midnight romance x (classic movies are played all night).

7. A lucky draw will be held at the event site, and the winner will receive a beautiful gift.

Eight, product planning

80 yuan Package (1 person):

Including a cold meal, a fruit bowl, a moon cake, a bundle of home-brewed dark beer, sightseeing bus in the scenic spot, shuttle bus or go on road trip bus (a mirage-a shuttle bus for people coming and going in the desert), drinks and barbecue are counted separately.

680 yuan Package (2 persons):

Including desert hotel (sand view room, sky view room, bathing starry sky room) for one night (including breakfast), sightseeing bus round trip, camel round trip, sand surfing, enjoy 80 yuan package; Drinks and barbecues are extra.

Visitors who stay in the desert hotel on the day of the event (those who have not purchased the package) can enjoy a 30% discount on the hotel and give breakfast.

Nine. Activity promotion

(1) Ticket sales

1. Door-to-door sales. The staff of the scenic spot will come to sell the package.

2. For scenic spot sales, the reception department is responsible for packaging sales.

3. Travel Agency Sales: Shapotou Travel Agency is an active ticketing agency (for every ticket sold, the travel agency will commission 65438+ 00% of the face value).

(2) Promotion of activities

1. Place billboards at the entrance of the scenic spot (advertisements are mainly in the form of inkjet and banners).

2. The subtitles of Zhongwei TV Station were broadcast for 6 days, three times a day in prime time, and Zhongwei Daily published three quarters of red advertisements.

3. Mass SMS (target customer group: 1000).

4. Set cursor advertisements on the homepage of Shapotou website and adventure club website, introduce the activity time, and set up a special publicity page for the activity.

5. Print 1000 leaflets on Mid-Autumn Festival activities.

X. atmosphere building

1. Banners and lanterns are hung in front of the scenic spot and the desert bar, and inkjet display boards are placed at the entrance, battery car and mirage.

2. The desert bar is hung with "Mid-Autumn Festival, National Day" POP advertisements and balloons. There are also 20 lanterns hanging on the outdoor eaves of bars and restaurants.

There is an arch and two Chinese columns in front of the desert bar.

4. The bonfire performance stage is equipped with speakers and lights.

5. Two refracting telescopes with a diameter of120mm are placed in Guan Hai Building.

XI。 Activity budget

(omitted)

Planning and design of marketing activities. Purpose of the activity:

Take advantage of the Spring Festival promotion to complete the sales tasks set by the company during the Spring Festival.

Second, the theme of the event:

"Welcome the Spring Festival, Send Tea Gifts"

Third, the activity time:

20xx year1October 18-20xx February 13

Four. Location:

The company's direct stores, specialty stores and franchisees are all over the country.

Verb (short for verb) Sales target:

The distribution part is 4 million; Direct store 3 million.

Activity of intransitive verbs

1, Spring Festival gift

Tieguanyin, Dahongpao, black tea, white tea and refreshments are mainly developed, and ***5 categories 1 1 gift sets are as follows:

Tieguanyin series "Hongyun M 1050" (suggested retail price 1380 yuan+box).

"Teana M900" (suggested retail price 720 yuan+box).

"Jiuxiang" M850 (suggested retail price 560 yuan+box).

"Meiyin T25" (suggested retail price 350 yuan+box).

"Fu Zun" of Dahongpao series (suggested retail price 1200 yuan+box).

Drunk Red Robe (suggested retail price 800 yuan+box).

"Magenta" of black tea series (suggested retail price 700 yuan+box).

"Romanesque" (suggested retail price 460 yuan+box).

White Rose of White Tea Series (suggested retail price of 600 yuan+box).

"Crescent White" (suggested retail price 300 yuan+box).

"xxx Fu Gui Li Bao" (mainly refreshments, suggested retail price 180 yuan).

2. Promote new products

The new promotional products are mainly the existing tea sets and refreshments in stock, which are recombined according to the sex price. Three models have been developed, namely:

Blessing the Five Tigers (suggested retail price is between 300 and 500 yuan).

"five blessings" (suggested retail price 100-300 yuan)

"Fule Tao Tao" (suggested retail price 100 yuan or less)

Execute instructions:

(1) The design style of the Spring Festival gift dress is mainly red and gold, highlighting the visual level, artistic perception and festive celebration.

(2) The packaging of new promotional products is mainly made of ordinary materials, and the design style is mainly based on traditional festivals in China.

(3) Spring Festival gift products and new promotional items must be put on the shelves on June 65438+ 10/day of 20xx.

(4) Each store of Spring Festival gifts and new promotional items needs to set up a gift area and a special price area for centralized display and sales.

(5) All relevant departments must reasonably grasp the time schedule, successfully complete the design, production, assembly and distribution, and ensure the normal progress of activities.

(6) The ordering time of all the above new products starts from the beginning of 20xx year 65438+ 10 and ends on October 30th.

3. Promotion activities

(1) Gift delivery: During the activity, the top 3 people will go to the store for consumption every day. All customers will send a "small gift for the Year of the Tiger". The quantity is limited while stocks last.

(2) Family feedback: During the activity, customers will spend the whole audience at one time:

A, 800 yuan arrived, and 380 yuan sent a piece of purple sand with the value of "appreciating the ancient meaning".

B, over 2500 yuan, give a piece of purple sand worth 800 yuan.

C, over 5,800 yuan, give a piece of "Today's Full House" purple sand worth 1600 yuan.

D, when the price reaches 10000 yuan, send a piece of purple sand worth 2800 yuan.

Execute instructions:

(1) The above gifts must be printed with the company logo, which is exquisite in appearance and connotative to stimulate customers' consumption upgrade.

(2) "Small gifts for the Year of the Tiger" and "appreciating the ancient meaning" purple sand need to be made into small packages for the Year of the Tiger.

(3) The purple sand of "Yuhu Tea Rhyme" and "Yuzunming Pot" should be equipped with corresponding certificates and handbags.

(4) The "Golden Palace" purple sand needs to design the corresponding packaging box.

(5) Consumers who are not independent brands of the Company do not enjoy the above gifts.

4. Franchise store support

(1) Promotional product support:

A. Franchisees issue 1 set of promotional items, with a one-time order of more than 20,000 yuan, 2 sets of 40,000 yuan, based on 20,000 yuan, and so on.

B. Each store will distribute 50 "small gifts for the Year of the Tiger", and the rest will be purchased from the company by franchisees.

(2) Support for advertising products:

A. Two posters in the store are distributed in all stores.

B, each store sends out 20 flags.

C. Each store distributes 200 leaflets.

execution instruction

(1) The 1 set of promotional products distributed by franchisees includes four pieces, namely 1 piece of appreciating ancient purple sand, 65,438 pieces of imperial tea rhyme, 65,438 pieces of golden palace and 65,438 pieces of imperial purple sand. More franchisees need to buy from the company.

(2) The final interpretation right of this activity belongs to the Operation Department.

Seven, publicity methods

1, printed publicity

(1) mainly includes in-store posters, flags and leaflets.

(2) Printing 300 posters, 3,000 banners and 20,000 leaflets.

2. Online publicity

(1) The company's website and online shopping mall set up a special promotion area for the Spring Festival, uploading promotional activities and comprehensively displaying all gifts.

(2) The company's website and the homepage of the online mall make flash pictures for Spring Festival promotion and link them to the promotion area.

3. Mass SMS sending: During the event, Internet companies sent 500,000 promotional SMS messages for the Spring Festival three times.

Eight. Implementation of activities

1. After receiving the plan, each department head will submit the specific implementation plan and detailed rules related to the work of the department to the company leaders in concise written form within two days before implementation. All work must be ready before 20xx65438+February 3 1. Any unreasonable delay affecting the overall process of the activity will be handled in accordance with the relevant regulations of the company.

2. During the activity, all the shop assistants were neatly dressed, full of energy and smiling to welcome guests.

3. During the activity, every store will hold tea performances, visitors' tasting, promotion introduction, gift promotion, new product recommendation and other activities every day.

During the activity, every shop hangs Chinese knots to decorate the festive atmosphere.

5. During the activity, the personnel administrative department should do a good job in logistics support.

6. The financial department should establish control measures and special account summary for various promotional activities to provide data support for future promotional activities.

7. During the activity, all departments should actively cooperate with each other, support each other, and go all out to achieve the sales target for the Spring Festival.