Wedding Dress Shop Activity Planning Scheme

In order to ensure the orderly and effective activities, it is usually necessary to make a complete activity plan in advance, which is formulated for an activity, including detailed rules and steps for the implementation of specific actions. How should the activity plan be made? The following is the wedding dress shop activity planning scheme I collected for you. Welcome to reading. I hope you will like it.

Promotion background:

1, full market conditions:

As a fashionable way of getting married, wedding photography is recognized by more and more young people and their parents. For other reasons such as work, most couples choose to get married during the May Day Golden Week. According to the survey, there are currently 25 large and small photo studios in Jiujiang, among which small and medium-sized photo studios account for the largest proportion. However, three large wedding photography companies have occupied the XX market. These studios have a huge market, and they are well-known and very popular.

2. Competition analysis:

Mainly from the publicity of large photo studios and similar photo studios nearby, and the lethality and image of the company have not been fully established.

3. Consumer analysis:

Newlyweds and middle-aged and elderly couples who want to take pictures around May Day. These people have a stable income and a good cultural quality, and most of them have already occupied a place.

Situation analysis

Advantage analysis:

1, Paris Spring has a certain popularity and reputation in XX city and its surrounding areas.

Special activities launched in February and May, such as wedding photography, couples' packages, family photos, personal photos and other preferential activities.

3. Price Among similar products, the product price is lower and the quality and service are better.

4. Major photo studio companies have launched many promotional activities, but the pertinence and intensity of the activities are not enough, and the scope of preferential services for the activities has also expanded.

Analysis of disadvantages:

1, products of the same grade are highly competitive (such as Mona Lisa and Two Ways).

2. Consumers don't know much about new activities, so it's hard for them to get deep into people's hearts.

3. People are biased against new activities (some people always dislike trying new things and are biased against new things), and they are also afraid of being cheated.

Opportunity point:

1. The new activity is targeted service, but there is no targeted service in similar activities.

The promotion plan can not only attract new customers, but also stimulate old customers to spend again. This promotion has also established a customer base.

Threats:

1. In the May Day market activities, other competing companies will definitely launch new activities, which will pose a certain threat to the company's activities.

2. The targeted service of this activity will limit the enjoyment of customers to a certain extent and lose their competitive advantage.

Promotion goal:

Occupy × market

Plan and formulate the overall promotion plan for new activities from promotion period to maturity.

Let consumers know about the activity as soon as possible.

Improve the company's popularity, can go deep into every household in Jiujiang, and reach a certain amount of cognition.

Let consumers gradually become interested in this activity and become loyal consumers in Paris Spring.

Increase sales

Analysis of target consumer groups:

Main target consumer groups:

Newlyweds and 20-30 people

Auxiliary target consumer groups:

Middle-aged couples and children who want to take a group photo.

Characteristics of target consumer groups:

1, has a certain economic foundation, strong purchasing power, mature consumer psychology, high cultural quality and open mind.

2. Pay attention to the interest of life and enjoy happiness.

3. Pursuing fashion and brand service.

Promotion time:

Time, target strategy, activity record

05.01-05.03, let consumers in most areas of Jiujiang know that this new promotion activity distributes leaflets in major supermarkets, and newspapers in each promotion period promote the activity of "looking for the most-who is the most affectionate bride", and distribute publicity pages and hang large display boards on the streets. Publicity period

05.01-05.31,so that most consumers can accept this product, and then this product is very interesting and attractive, affordable and romantic, and the promotion plays a driving role. Send a "true love interactive card" and hold a "true love+"photo wedding reception with the hotel. active stage

05.06—05.3 1, so that most consumers can trust our company, become loyal consumers of the photo studio, strengthen the brand image, do well in newspaper, TV and radio advertisements, establish a brand and provide good services. mature period

Promotion scope:

Target range: urban area

Scope plan: gain consumer recognition during May Day, and lay the foundation for consumption.

promotion theme

Theme: Warm Gifts for May Day (Romantic Wedding)

Activities: wedding photography, couple package, family photo, personal photo.

Activity mode: Set up a "romantic" photo package and make a "true love interactive card". Expand the operation method of this business activity by selling "true feelings interactive cards". Launched the activity of "Searching for the Best-Who is the Most Affectionate Bride", and the winners won a limited number of places for "Free Photography of True Feelings Forever".

Promotion plan:

Activity content and method: Set up services such as "romantic wedding" and photo suit.

The price is set at 200-500 yuan according to the local consumption strength.

1) Reference Set:

Wedding photography, couple package, family photo, personal photo, 16 inch enlargement, 12 inch crystal, 18 inch exquisite photo album. The selected 12 photos (including large films) can be taken freely.

2) Provide:

Fashion photography modeling 3 times, a dress, a photographic costume. Print the "True Love Interactive Card" (see the document for samples), which will be sold before March 8, and customers will take photos with the card.

3) Sales method of "True Love Card":

Customers enter the store to buy, or send business personnel to contact retail stores (such as newsstands and high-end small retail stores) to cooperate in sales by drawing. Send business personnel to contact trade unions and women's organizations in local organs to distribute them in the form of alternative benefits. Banks, schools, hospitals and other units whose general income occupies the upper level, most of them have higher welfare benefits, and they have fixed holiday welfare funds every year. They are tired of conventional logistics, which is easy to succeed.

Selling point:

The dispatched business personnel have strong business ability and strong subjective initiative.

Activity reward settings:

The "true love forever free photography" about roses is limited.

Publicity page:

Print company folding pages and publicity pages of different schedules.

Award-winning advertisement:

Co-organized a photo wedding reception with the hotel "Love and Truth+".

Discount card:

Print "emotional discount card" to explore potential customers, which can be transferred and distributed, that is, friends send friends and enjoy discounts.

Location of joint activities:

Retail storefront:

16 store, selling love cards, sending coupons, and participating in the activity of "Looking for the most-who is the most affectionate bride" to fill out the form.

Sports venues:

List of main units (banks, schools, hospitals) participating in the activity.

Timetable:

Refer to the promotion schedule.

Promote communication strategies:

1) advertising performance strategy:

Newspaper publicity of promotional activities in each schedule. Banners hanging in front of the store can also be hung in conspicuous positions in other major business districts.

2) Media application strategy:

Broadcast:

Contact the radio station and broadcast it in prime time as much as possible. See the manuscript for the broadcast content. (broadcast around May 1)

Newspapers:

Select local influential newspapers for publication (samples will be distributed separately). Black and white, color printing or two-color overprinter can be used. 1 above advertising activities can be implemented by affiliated enterprises as appropriate when reporting. Banners and leaflets must be implemented, and radio, television and newspapers can choose to implement them according to the strength of each store and the local actual situation.

Television:

According to the actual situation, cooperate with in-store image playback and advertisement narration (content modification). At the same time, when making TV advertisements, with the cooperation of TV editors and broadcasters, the advertising intention should be made clear as far as possible.

Promotion budget:

1) radio advertisement: 2000

2) Newspaper advertisement: 500 yuan

3) TV advertisement: 6000 yuan

4) Publicity page: four booths, two-color single-sided size 16, 105g 20000 sheets of imported coated paper (5000 sheets per booth) * * * RMB 1200.

5) banners; The market price changes greatly, which is counted separately.

6) Promotion personnel expenses: 10 people in 25 yuan every day for 30 days, totaling 7,500 yuan.

7) Unforeseen expenses: due to current events, statistics shall be made separately.

* * *: 18000 yuan or so.