A complete collection of design schemes for promotional activities

If you don't make an adequate research plan, it is easy to produce abnormal weight when dealing with things. The following is my carefully collected promotion plan. I will share it with you and enjoy it together.

Promotion planning scheme 1

If every brand product wants to be publicized and sold in the market, it must go through certain marketing planning. The following English learning newspaper, for example, provides relevant model articles on brand product marketing planning:

I. Market analysis:

There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 century newspaper, English weekly newspaper, English tutoring newspaper and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to promote sales in the dormitory of the university campus, but the coverage is not wide, and it is often based on one-sided words. However, the delivery of newspapers or magazines in the later period has become a problem, and there are often problems of untimely delivery of newspapers or magazines, or the backlog of newspapers, which has not left a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.

Second, the sales target analysis:

Marketing target: Xi University of Technology, 20 14 undergraduate freshmen.

Total target population: It is estimated that there will be about 5,000 freshmen.

Object requirement analysis:

(1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. They have passed CET-4 and CET-6, and then strive for higher goals.

(2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English.

(3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. The effective and basic way to improve English performance is to enlarge vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.

Third, the marketing field and personnel:

(1) On-the-spot analysis of the promotion market: Xi University of Technology has a vast territory and concentrated dormitories.

(2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage!

(3) According to the field analysis of the market, it is estimated that a total of about 40 salesmen will be distributed in the freshmen dormitory on campus for publicity and promotion, and about 5 people will be needed to distribute magazines in the later period.

Fourth, publicity and marketing:

Publicity theme: Read New Oriental English and be the master of the future!

Sales tenet: honesty and trustworthiness, service first, customer satisfaction!

Pre-preparation:

(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.

(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect, it is essential to master certain promotion skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.

V. Marketing preparation:

(1) Arrive at school two days in advance, and make detailed promotion plan steps.

(2) Coordinate the members of the organization to boost morale!

Sixth, the promotion stage:

(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation.

(2) Promotion: Freshmen go to freshman dormitory for promotion.

(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and learning methods of English, and publicize our newspaper.

Marketing strategy: focus on grasping the psychology of the sales target.

(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends.

(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.

(3) If the magazine can be successfully sold, an official subscription invoice must be issued. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information. If you have any questions, you can ask our seniors or seniors. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.

Eight, marketing planning stage

Collect and sort out the latest subscriptions from each group's strengths every day. Hold a team leader meeting every day to solve the problems encountered in the promotion. Hold a group meeting every day to motivate the team and Qi Xin to work together!

Nine, the late magazine sent:

(1) Based on the field analysis of the market, it is also convenient and quick to publish magazines in the later period. The timely delivery of each magazine will give freshmen satisfactory service and impression, and it is also an effective way to occupy and expand the market.

(2) In order to avoid mistakes and omissions, it is necessary to make a corresponding form to summarize the student information that the magazine sender is responsible for, and make corresponding records for each magazine on the form, so that the distribution can be carried out in an orderly manner and the customer's dissatisfaction can be avoided!

X. after-sales investigation

It is beneficial to the improvement and development of the newspaper to conduct a questionnaire survey on each subscriber and put forward the advantages and disadvantages of the magazine.

Promotion planning scheme 2

The Plastic Surgery Center of Hunan Armed Police Corps Hospital is the key specialty of the Armed Police Hospital, and it is also the plastic surgery center of the whole army and the Armed Police Force. Located on the bank of Juzizhou in Changsha, it is a characteristic department of a modern large-scale 3A hospital integrating medical treatment, scientific research and teaching. Facial makeup and plastic surgery institutions with international standards. The technical force of this department is strong, with many experts engaged in plastic and cosmetic treatment, many middle and senior medical personnel and good medical equipment. Rich clinical experience and unique treatment methods. It has won many scientific and technological achievement awards from provincial and armed police forces, and the hospital is a designated unit of the new rural cooperative medical system and provincial and municipal medical insurance.

The bell rings gently, joy ripples everywhere, accompanied by dreams, and the festive mood is surrounded by colorful dreams. It is also a white romantic Christmas and a warm and beautiful New Year. Thanks to you along the way, we turned love into colorful gifts and dressed up your beautiful face.

During the activity, anyone who makes an appointment in advance can enjoy the heart discount of plastic surgery center of Hunan Armed Police Hospital.

Discount over 3000 yuan, 10% discount.

Discount 2: 5,000 yuan or more, 8.8% discount.

Discount 3: 12000 yuan, 20% discount.

Activity time: 65438+February 15-65438+1October15.

Hunan Armed Police keeps surprises on Christmas New Year's Day!

1, face-lifting needle, wrinkle removal by injection → buy one and get one free.

2, laser beauty (skin rejuvenation, hair removal, freckle) → do it three times and send it twice.

3. Minimally invasive rhinoplasty with Korean double eyelids → 1800 yuan.

4, 2C seamless breast augmentation →6880 yuan.

Hotline:

The above offers cannot be used overlapping, and the final interpretation right belongs to the Plastic Surgery Center of Hunan Armed Police Corps Hospital.

Promotion planning scheme 3

Hefei Meiling Co., Ltd. is one of the important electrical appliance manufacturers in China. It has three refrigerator (cabinet) manufacturing bases in Hefei, Mianyang and Jingdezhen, as well as several product lines such as refrigerators, freezers and washing machines. Over the past 30 years, Meiling has been insisting on independent innovation of technology research and development, and has been unswervingly focusing on refrigeration specialty. Today, Meiling refrigerators have been exported to more than 1 10 countries and regions. Meiling also actively participates in global competition and cooperation on a larger scale and at a higher level, fully integrates domestic resources, rationally utilizes global resources, drives sales in foreign markets with brand reputation, and enables more foreign users to enjoy high-quality and high-standard Meiling products.

Next, I will use McCarthy's 4P theory to analyze the marketing strategy of Meiling refrigerator-"Athena series":

A, Product strategy (product)

1, accurate market positioning

With the increasing variety of refrigerators, the competition is becoming more and more fierce, but there is no high-quality refrigerator with air-cooling double cycle that people have been longing for, so Meiling's Athena series refrigerators came into being, and they created refrigerators with DICS double independent cycle system, which once again occupied the market.

2. Unique use value

Nowadays, people are no longer satisfied with the superficial material life, but pay more attention to the improvement of the quality of life. Other brands of air-cooled refrigerators are single-cycle systems. When freezing food, especially meat food, the food frozen in air-cooled double-cycle refrigerator is particularly easy to go bad, which changes the delicious taste of food. But Meiling Athena series refrigerators, as long as they are air-cooled, are dual-cycle systems. The freezer and freezer are equipped with independent fresh-keeping systems. The refrigerating chamber and the freezing chamber are respectively equipped with an efficient evaporator, a refrigerating fan and a temperature sensor (temperature sensor), and the freezing chamber and the freezing chamber are independently controlled by electromagnetic valves, so that they do not interfere with each other, truly meet their different requirements for temperature and humidity, realize accurate temperature control, avoid peculiar smell, and always maintain the delicious and original taste of food.

3. Excellent design style

Using man-machine interface operation, integrating hidden touch buttons and magic display panel, it is convenient and intuitive to display each temperature zone of refrigerator. In addition, it is waterproof and greasy, not easy to damage and age, and has a longer service life. The top of the cold storage room is illuminated by embedded rectangular LED, which is simple and generous in design, larger in lighting space, energy-saving and environment-friendly, uniform in lighting, high and soft in lighting brightness, low in energy consumption and more energy-saving. The refrigerator has a built-in fruit and vegetable storage drawer, and the "EL photosynthetic fresh-keeping lamp" on the back can continuously illuminate the stored fruits and vegetables. Under the action of lasting light waves, fruits and vegetables can be kept fresh for a long time to prevent nutrient loss. The effective utilization rate of light energy can reach 80~90%, creating an "original ecological fresh-keeping space" to achieve fresh-keeping effect. In the internal structure, Meiling refrigerator pays special attention to the influence of sealing on the refrigerator. Both the box and the door are made of super-thick foam layer, and the refrigerator door is also made of double-layer sealing structure, which effectively locks the leakage of cold air, and the refrigeration is fast, uniform, efficient and energy-saving.

4. Original factory replacement 10 year

The refrigerator compressor stipulated by the state should be replaced in 3 years, but Meiling Athena series refrigerator compressor 10 years. In this way, customers can not only affirm the quality of goods, but also enjoy extra services that other goods can't enjoy.

5. Product series There are many kinds of refrigerators: Athena series, fresh pole series, terminator series, fresh sun series, fresh energy series, fresh shellfish series, energy-saving product freezers: ice crystal series, ice energy series, ice pole series, ice classic series, ice wind series, ice sun series, ice lining series, ice shellfish series, constant temperature series cryogenic technology: 4℃ blood freezer 2-/kloc-

Air conditioning: Lotus Pond Moonlight Blue and White Porcelain Festival-Ice Bar Air Conditioning SPA Health Air Conditioning Sweden-Three-effect Classic-Three-effect Ecological Park Ecological Network Ecological Xin Ecological Wind Blue Lotus C Big

Second, the pricing strategy (price)

1, mantissa pricing

The prices of Meiling Athena series refrigerators all end with "99", which makes customers feel good about them psychologically and attracts more customers to buy goods.

2. Infiltration pricing

Considering that she is made in China after all, and the new product has just come into the market, Meiling set the price lower when Athena series refrigerators were put on the market, so as to attract a large number of consumers, increase market share and indirectly improve the popularity of the products.

3. Alternative pricing strategy

As a common daily necessities, refrigerators have various brands, so this alternative pricing strategy is also widely adopted. In this case, Meiling's Athena series refrigerators are no exception. Roughly: the appearance and built-in are basically the same, but there will be different pricing due to different shell materials and colors; The material and shape are almost the same, but there will be different pricing because of the size of the volume or the control mode of the refrigerator; The materials and colors are the same, but the price will be different because of the different temperature zone or door of the refrigerator.

Third, the channel strategy (place)

1, direct supply and direct distribution system

Meiling company adopts direct supply and direct distribution system, which is produced by Anhui production base and directly distributed to operation centers in different cities. In this way, we can not only reduce the price of goods to attract more customers, but also make the company gain more profits. Moreover, through the direct supply and direct distribution system, the company can more accurately grasp the overall situation of the refrigerator sales process and make improvements and adjustments in time, thus improving the product image and saving immeasurable costs for the company.

2. Network marketing

With the gradual popularization of computers, in order to meet the needs of the times, Meiling has established a marketing network and implemented hierarchical control. The sales information of the terminal can be fed back to the headquarters on the same day, which not only improves the efficiency, but also obtains higher profits for the company.

Fourth, Promotion strategy (promotion)

In order to establish a good image of products, stabilize the market, and consolidate the position of products in the market, Meiling Company constantly explores the market and improves the market share of services. Meiling company organizes various promotional activities from four aspects: after-sales service tracking, business promotion, public relations and advertising planning:

1, after-sales service tracking:

Meiling collects users' feedback information by mail and telephone, and investigators directly follow after-sales service, investigate users' satisfaction, analyze the feasibility of users' suggestions, and adjust the direction of service products in time.

2. Business promotion:

Although Meiling ranks second among domestic refrigerators, its market share has been greatly reduced due to the impact of well-known foreign-funded enterprises such as Haier and Siemens. In order to attract more customers and improve Meiling's popularity, Meiling stimulates consumers through a series of preferential measures, such as initial low prices, weekend and holiday price cuts, and so on. These measures will attract consumers' attention, directly promote the popularization of our products and help to increase the market share of this product.

3. Public relations:

Meiling company hired domestic first-class public relations experts to set up a public relations department to take charge of some public relations activities, so as to enhance the popularity and honor of products and enterprises and make products fully market-oriented.

4, advertising planning:

Meiling sells products through TV, major newspapers and influential websites such as Sina and Yahoo. The purpose is to attract consumers and expand the influence of our service products in the market, thus enhancing the visibility of our service products and enhancing the competitiveness of our services in the market.

Promotion planning scheme 4

I. Purpose of the activity: Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it dealing 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 the activity be targeted.

Second, the target audience: is the activity aimed at everyone in the target market or a specific group? 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.

Three. Activity theme: In this part, we mainly solve two problems:

1, determine the theme of the event.

2. The theme of packaging activities

Price reduction? Price discount? A gift? Lucky draw? Gift certificate? 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. You can package a simple price reduction promotion action into a caring action to safeguard consumers' rights and interests, hehe, deception also needs art! ! !

Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two important issues to consider:

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. I have sent relevant cases for your reference. )

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.

5. Time and place of activities: Choosing the right time and place of promotional activities will get twice the result with half the effort, and improper selection will be thankless. Let consumers participate freely as far as possible in time, and the location should be convenient for consumers, and communicate with the industrial and commercial departments in advance. Not only the timing and place of the promotion activities are very important, but also the duration and effect should be analyzed in depth. 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.

6. Advertising cooperation mode: 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.

Seven. Pre-preparation: Pre-preparation is divided into three parts.

1, personnel arrangement

2, material preparation

3. Test scheme

In terms of personnel arrangements, it is necessary to "everyone has something to do and everything is in charge", and there can be no gaps and overlaps. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing.

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.

More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try a scheme in a specific area.

Eight, medium-term operation: medium-term operation is mainly activity discipline and field control.

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.

At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable.

Nine. Late continuation

The late continuation is mainly a matter of media propaganda. In which media will the incident be followed up? If you are a master, even an unsuccessful promotion will be fired in the media like never before.

X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. If you don't wait until after the event, you will find that the planning company has no financial support at all. To know a good promotion, it is not enough to rely on a good idea.

XI。 Accident prevention: Every activity may have some accidents. 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.

12. effect prediction: predict what 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 twelve parts are a framework of the promotion plan. In practice, we must boldly imagine, carefully verify, analyze and compare, and optimize the combination, so as to achieve benefits.

With a convincing and operational activity plan, you can get the company to support your plan, and you can also ensure the perfect implementation of the plan, so that the promotion activities can play the role of four or two thousand yuan.

Promotion planning scheme 5

Europe loves to give back and is content with resignation.

Objective: To implement the company's development strategy and establish the brand image of Ai Ou automobile quick repair beauty chain.

Objective: To promote European and Irish culture, raise awareness, develop and tap new customers, improve efficiency and expand customer consumption. Applicable people: all new and old car owners

1. Activity time: 20 _-01-15—20 _-02-05. Specific work arrangements:

2. Overall activity plan

Project 1: Europe-Europe feedback festival

1. If you spend more than RMB 2__ per day in Europe and Ireland, give a desk calendar.

1. Logo of desk calendar: The desk calendar is printed with some logos about Ai Ou, the culture and history of Ai Ou, the introduction of workers' operations and insurance business, some products from Ai Ou and the prices and discounts of various beauty cards.

2. Preferential feedback: There are corresponding coupons and vouchers or free gifts in the calendar every month, and various preferential consumption starts from 100 yuan.

1, 65438+February: wax once in Sanqing, and change glass water in 8 yuan.

February: Free air conditioning cleaning once, free maintenance during working hours.

March 10: Voucher 10 yuan, 10% off for indoor cleaning.

April and September: The film is finely cleaned, and the indoor beauty air conditioner is clean.

May and August: Waxing crystal envelopes, vouchers 10 yuan.

June and July: free air conditioning cleaning once, and 10% discount on the whole boutique.

Two. Precautions:

1. Coupon is only available in the current month;

Please show this coupon before checkout;

3. It is not allowed to exchange cash, copy, damage or invalid sale, and it is not allowed to use two kinds of coupons at the same time in the current month;

4. If you have any questions, please consult, and the final interpretation right belongs to Beijing Ai Ou Automobile Service Co., Ltd.

Project 2 "Cold winter, clean feedback, satisfaction with Europe and love, clean return" fresh and big action.

Project content: If you spend RMB 1 000 in Europe and Ireland, or do indoor cleaning in 350 yuan, you will be given air conditioning cleaning once.

Overall planning effect: Through the form of calendar, the consumption of car owners can be improved, coupons can be transferred to others, and the brand awareness of Ai Ou can be improved, laying a good customer base for the establishment of chain stores.

Effect of participating in the plan:

100 projects 1 calendar;

The second project involved 35 people and achieved sales (including full donation 1 000 yuan, indoor clean consumption).

* * * 15000 yuan;

The second project involved 30 people and achieved sales (including 65,438 yuan+full donation of 0,000 yuan, indoor clean consumption).

* * * 12000 yuan;

Step 4 motivate

1. Reward method: the joining division will stipulate the planned sales, and after completing the planned sales, it will get the reward of 1% of the actual sales; 2% of the actual sales will be rewarded if the planned sales amount is exceeded 10%; Complete the planned sales of more than 20%, and get a reward of 3% of the actual sales;

Complete the planned sales of more than 30% and get the reward of 4% of the actual sales; Complete more than 40% of planned sales and get a reward of 5% of actual sales; If the planned sales are exceeded by 50% or more, 6% of the actual sales will be rewarded.

2. Proportion of reward distribution for other personnel of Franchise Division

Other people's rewards are divided into three grades: 50%, 30% and 20% of the manager's reward amount. After the manager evaluates, he puts forward the reward scheme and reports it to the general manager for approval before implementation.

5, emergency plan and related measures

1. After the process owner comes to Ou Ai Store, the service consultant will introduce the second discount of the project. For car owners who only wash their cars, the car wash master can personally convey this activity and let him know that the gifts can be sent by customers or used here. Consumption 1000 yuan or more, including indoor cleaning, air conditioning cleaning is only given once. If the owner's indoor cleaning consumption is deducted from the indoor cleaning price exceeding 1000, two indoor cleaning cards will be given to the owner, valid until 20__ on June 30th, and the final interpretation right belongs to BAIC Ai Ou Service Co., Ltd.

2. Record the cleaning card issued by cashier, and make the Registration Form of Air Conditioning Cleaning Issuance Record. Customers who received air conditioning cleaning on that day should be clearly identified in the form. If the guest has no indoor cleaning consumption, but the sales amount exceeds 1000 yuan, fill in the amount in the consumption amount column, and the total sales amount column is consistent with the sales amount figure; If the guest does indoor cleaning, with other projects, the amount of other projects except indoor cleaning does not exceed 1000 yuan, then write down the amount of other projects in the column of sales amount, and the total sales amount is its sum;

If the guest is doing other projects while doing indoor cleaning, the sales amount other than cleaning is above 1 1,000 yuan (including 1 1,000 yuan), which shall be clearly marked in the column of sales amount. The total sales amount is the sum of the two, and the number of gifts is indicated. When the guest is given air conditioning cleaning twice, and the air conditioning cleaning is done once a day, check this column and give the number of gifts. If the sales amount is more than 2000 except cleaning, no gifts will be given.

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