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XXXX Wedding Photography Promotion Strategy Plan I. Preface

Marriage is a great event in one's life. Today, with the continuous improvement of people's living standards and colorful life contents, wedding photography has become the mainstream for people to stay in happy moments.

According to the household survey conducted by China Economic Prosperity Monitoring Center in Beijing and XXXX Wuhan, the results show that most people, rich or poor, have to use their savings when they get married. Marriage not only digests residents' existing income, but also converts part of residents' savings into consumption expenditure.

As a fashionable way of getting married, wedding photography is recognized by more and more young people and their parents. In the survey, 23.8% of men and 19.8% of women thought it was a souvenir, and this expenditure ranked fifth. It can be seen that wedding photography has been deeply rooted in the hearts of consumers, but the more choices consumers have, the more confusion it has brought to some photo studio businesses. Faced with such a huge market, their turnover did not achieve the expected results. In addition, foreign counterparts rushed to the beach, and domestic small and medium-sized photo studios unconsciously stepped into trouble. This dilemma has a lot to do with the market, but the main reason comes from the operation itself.

How to develop the photo studio, make it grow from small to large and increase the turnover? Second, the market situation analysis

1. Overall market situation: According to statistics of relevant departments, as of XX, there were XXXX photo studios in Beijing, among which small and medium-sized photo studios accounted for the largest proportion. However, no fewer than twenty large foreign companies have occupied the Beijing market. The whole photo studio market is huge and popular.

2. Competition analysis: mainly from the publicity of large companies and similar companies nearby.

3. Consumption analysis: newlyweds and middle-aged and elderly couples who want to take photos as a souvenir. These people have a stable income and a good cultural quality, and most of them have already occupied a place.

4. Product analysis:

A. Advantages: it has certain originality, strong propaganda consciousness and certain temptation in promotion.

B. Disadvantages: the facade decoration is slightly outdated, and the photography technology needs to be improved.

C. threats: mainly from large companies, consumers emphasize the best, and expenditure is not the main consideration.

D. Opportunity: launch brand-new promotional activities to attract consumers and update publicity methods.

5. Analysis of previous promotion activities:

For example: 2000 Millennium commemorative set: I feel cheated by old customers, so the discount is as high as 40%. When new customers face amazing preferential prices, they will think that the quality of the business or a series of other problems.

6. Pricing strategy analysis:

For example, the wedding photography with a surprise price of 998 yuan is a decent thing in itself, and consumers think that this price is definitely overestimated, which is the success of the promotion. Third, the sales target:

From XXXX XX to XXXX XX, photography sales increased by 20%; The turnover is 6.5438+0 million yuan, the promotion expense budget is XXXX million yuan, and the profit target is XXX million yuan. IV. Promotion Plan:

1. Target: In order to achieve the above sales target of 20% sales growth and 200,000 yuan profit, brand awareness must be improved within one year18%; In addition, in terms of public relations activities, consumers' positive impression of the company has increased by 20%.

2. Strategy:

A. Advertising performance strategy: various schedules of newspaper promotion activities.

B. Media application strategy:

Beijing Evening News: The readers are mostly citizens, and they like this kind of information and have a wide range of publicity.

Boutique shopping guide: fashion newspaper, young readers, clear complaints.

C. Promotion strategy:

Gift advertisement: The "Love Forever Free Photography Activity" of the Rose Covenant was launched, with limited places.

Publicity page: print company folding pages and publicity pages of different schedules.

Award-winning advertisement: jointly hold a photo wedding reception with the hotel.

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

Publicity campaign: Launch the campaign of "Looking for the Best-Who is the Most Affectionate Bride", send publicity pages on the street and hang large exhibition boards.

Out of print at dusk: wedding photos of the golden and silver married couples will be put away. The slogan is: the price is fair, the sky is affectionate, and people will meet after dusk. The wedding starts in the off-season.

Company sample: long-term company publicity, shaping well-known brand enterprises.

D. public relations activity strategy: sponsoring media photography services. V. Promotion budget:

1. Newspaper advertisement: XXXXX (ten thousand yuan)

2. Publicity page: four grades, two-color single-sided size 16, 105g, 20,000 sheets of imported coated paper (5000 sheets for each grade), totaling XXXX (ten thousand yuan).

3. Company sample envelope: 250g of four-color printing, 5000 copies of imported coated paper, coated with matte film, totaling XXXX (ten thousand yuan).

4. Exhibition board: the market price changes greatly, which is counted separately.

5. Promotion personnel expenses: 10 RMB per person per day, totaling XXXX (ten thousand RMB) for 30 days.

6. Unforeseen expenses: due to current events, it will be calculated separately.

Total: About XXXX (ten thousand yuan)

The above scheme is for your reference only.