Promote what? A promotion? Celebrate? Festival? Or general publicity?
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Supermarket anniversary planning, advertising language!
Suoyin
First, the marketing environment analysis
Two. Outline and objectives of the strategy
1. Coordination of commodity resources
2. Market maintenance
3. Media publicity
4. Coordination effect of activities
5. Operator cooperation
Three. Activity promotion plan
1.DM poster
2. Newspaper publicity
3. TV advertising
mass texting
5. Posters inside and outside the store
6. Layout of holiday shops
Four. Detailed implementation of activities
Verb (abbreviation of verb) publicizes the details of the content.
1.DM poster activity copy
2. Newspaper soft text content
3. SMS group content
4. TV advertising script
Attachment 1: implementation schedule of the plan
Appendix 2: Total Cost Budget
First, the marketing environment analysis
In the traditional sense of 65438+February, the sales climax generally appears near the end of the new year. In previous years, most businesses in downtown areas did not pay attention to the overall promotion, nor did they do corresponding New Year promotion activities. Only our shopping mall will launch all-round promotion activities for Christmas, store celebration and New Year. So in the downtown area of * *, 65438+February in previous years was the sales month of * * * supermarkets. This year, with the arrival of Uni-President Ginza and Audelon and the change of marketing concepts of other traditional businesses, the sales pattern in the urban area of * * has changed, and all businesses attach importance to this month's promotional activities. It is foreseeable that this year's competition will be extremely fierce.
The urban area where our store is located is currently undergoing municipal demolition, and the environmental quality is declining and the traffic is inconvenient, which greatly affects the gathering popularity of our store and increases the passenger flow. For merchants in downtown * *, Jin Hui Audelon Supermarket, which has superior geographical location, excellent interior decoration, similar product structure and can bring freshness to customers to a certain extent, has undoubtedly become a strong competitor of our store (at present, Audelon has formed a relatively stable customer base in its surrounding areas). As the temperature drops day by day, more passengers go to Jin Hui Building to buy clothes, which also brings popularity to odlum.
Based on the above analysis, if our store wants to seize more market share and strive for ideal sales performance, it must fully overcome or avoid the influence of unfavorable factors and give play to our relative advantages (scale advantage, original big customer advantage, individual member resource advantage, influence advantage, etc.). ).
Two. Outline and objectives of the strategy
1. Coordination of commodity resources:
As an anniversary month, while considering holiday commodities such as "Christmas" and "New Year", we should highlight "anniversary feedback". Stimulate consumers' eyes and promote sales during the celebration with obvious product price advantages.
It is suggested that the purchasing department continue the promotion of warm skin care products and affordable winter clothes on June 5438+0 1, and at the same time negotiate to launch a series of necessities for the celebration (such as eggs, rice, cabbage, potatoes, oranges, apples, liquor, gloves, scarves, socks, etc.) at ultra-low price and limited feedback. ), other items should highlight holiday goods (frozen food, cooked food, etc.) during the New Year and Christmas. ). For a large shipment of at least 50 pieces, the price should be extremely shocking. It is planned to focus on the special issue of the celebration in the second half of the month (it is suggested that the DM products of the celebration should focus on great products and manufacturers' week). From 65438+February 2 1, the single items of bulk goods are different every day, and they are sold in limited quantities, and employees are forbidden to buy them. For example, on February 28th, 65438, great products were eggs, rice and so on. The membership price is 10% off the non-membership price. On February 27th, 65438, the great products were potatoes, oranges and so on. The membership price is 20% off the non-membership price. On February 26th, 65438, the great products were white wine, gloves and so on. The member price is 30% off the non-member price.
2. Market maintenance:
Including the maintenance of group customers, as well as the only individual member customer base in our store at present. The specific strategy and implementation shall be operated by the marketing department. It is suggested that we take the opportunity of the third anniversary of our store to make a large-scale visit and feedback to key group customers. As for the customer base of individual members, it is suggested to learn from the successful experience of previous years, cooperate with our DM and TV advertisements, and increase the influence of our store's celebration activities in the form of "annual big feedback on shopping points" (the whole inquiry stage will start at the beginning of 65438+2 1 1 middle and late at the latest). Through the form that members come to collect returns, the visibility of the store will be enhanced and sales will be promoted (the gift distribution stage will start from June 5438+the first half of February).
3. Media promotion:
1] Newspaper media: By putting soft articles (that is, "soft articles") in different periods of the event, the strength of the enterprise is reflected, and the momentum and scale of the store celebration activities are set off. Properly put in hard advertisements to publicize the series of celebration information.
2] TV media: consider the principle of maximizing the use of expenses and the actual effect of placing TV advertisements. This time, it is planned to put on TV advertisements for the same period of the celebration. I hope this TV advertisement can convey the message of the "Third Anniversary Celebration" to the broadest consumer groups and deepen the public's impression of the celebration. And through the mutual cooperation with DM in the same period, we can learn as much as possible about the promotion information of this celebration. It plays a corresponding role in promoting celebration sales.
3] Outdoor dynamic publicity: When the marketing department visits members in the community, employees directly convey the corresponding information of the store celebration activities to the community residents with banners, exhibition boards, posters and other publicity means.
4]DM publicity: the design requires a sense of festival and visual impact, and urban distribution is combined with newspaper delivery.
4. Coordination effect of activities: This celebration should focus on activities that can capture consumers' hearts and eyes, and attract customers' attention and participation with big gifts and novel activities, thus bringing popularity to the store.
5. Cooperation of operators: While improving the service level in an all-round way, in-depth communication is conducted on the specific implementation of the promotion strategy and personnel arrangement of the annual series, so as to make the cooperation between various departments more tacit and achieve the purpose of maximizing the effect of the activities.
Three. Activity promotion plan
1.DM poster
Schedule: 65438+February 14 to 28.
Theme: Our store celebrates my gift-giving feast-* * * The third anniversary of the supermarket * *
Production date:165438+1October 27th to 65438+February 7th.
Date of issue: the first round: issued from February 9th 10000 copies.
The second round: 10000 copies will be distributed from February 2 1 day.
Printing quantity: 20,000 copies
2. Newspaper publicity ("Today's * * City" February 2005 "People's Consumption" Edition)
Release date release theme
Soft news photo news
14 * * * Supermarket * * Store's Third Anniversary Series Report (1) Enterprise strength reports the celebration atmosphere of our store.
16-June 23rd reported the grand celebration.
19 * * * A series of reports on the third anniversary of the supermarket * * (2) Corporate management culture-
20th-Report the grand occasion of the store celebration.
On the 27th, the economic prosperity of our city rewarded the general public with a series of reports on the third anniversary of the * * * supermarket * * (II) Corporate influence articles reported the grand occasion of the store celebration.
On the 30th, the "Store Celebration" was sung, and "Year" appeared —— the promotion momentum of merchants continued unabated—
3. TV advertising
Release date: June 65438+February 65438+April 28, 2005.
Channel and segment: (according to the recommendation of TV station, randomly ask customers and summarize the effect of our store in previous years)
An image advertisement: qtv (cable TV user)
Every night from 6: 30 to 8: 30
The "Daily News" column and TV series are interrupted twice, each time for 30 seconds.
B corner advertisement: qtv, CCTV-3/6/8 (cable TV users)
It is broadcast regularly from 6 to 00 every night.
Theme: The third anniversary of Crazy Store Celebration is happening. ...
Hanging content: adjust and transmit in time according to the change of activities and special information.
mass texting
Release time: 65438+February 65438+April 23rd and 25th, 2005.
Delivery area: China mobile users who enter the urban area of * *.
Quantity: 20,000 pieces/time
5. Posters inside and outside the store
From 65438+February 65438+February, the content is concise and clear. Stimulate customers' shopping desire through the repeated appearance of strong impact image.
6. Layout of holiday shops
Strive for a grand, strong and atmospheric holiday atmosphere (details are set separately)
Four. Detailed implementation of activities
1. Lucky shopping can also win the grand prize (15 days).
Activity time: 65438+February 14-28.
Lucky draw location: service desk
Activity content: From June 65438+February 65438+April to July 27, I bought 30 yuan in our store at one time, redeemed 1 lucky ticket at the service desk with the receipt, and redeemed 2 tickets for 60 yuan, and so on. A receipt is limited to five at most. As long as you put the lottery ticket into the lottery box of the prize you want most, you have a chance to win the prize. The more you buy, the greater your chances of winning the prize. Our store will hold a lucky draw every day on June 5438+February 65438+July 28, and announce the winning results.
Award setting (specific to be determined):
Household appliances 1 portion, small and medium-sized household appliances 10-50 portions, white wine and gift wine 300-1000 portions.
Celebration gifts (around 5 yuan) 2000-3000 copies.
Detailed rules for implementation: In line with the principle of cost control, the original lottery tickets (positive and negative coupons) of Jinan Store can be used for lucky lottery tickets, customer names, telephone numbers, transaction numbers, etc. Fill it in at the service desk site and affix the seal of the service desk. Our store keeps second-class coupons, and customers can get prizes with positive coupons (ID cards are required for grand prizes). In the lottery session, our store leader draws the vice coupons from the lottery box and directly announces the winning results.
Description of award:
1)
3) Please take good care of the lottery tickets, and any soaking, defacing or alteration will be treated as invalid.
4) The right to interpret this activity belongs to * * * supermarket member store * * city store. In case of force majeure, our store has the right to cancel this activity.
Service desk: the filling, distribution and preservation of lottery tickets and the distribution of prizes. If you don't receive the prize within 3 days from the date of winning the prize, the lottery ticket will be invalid and the prize will be handled by our store separately.
Planning department: provide lottery tickets, prize boxes and on-site publicity materials, and coordinate the lottery site as a whole.
Purchasing department: ensure the supply of prizes.
2. Reward member points with courtesy and pleasure (15 days)
Activity content:
From February to 28th, 65438 17, 2005, the "member points feedback activity (excluding commercial membership card users)" was fully launched, and all members whose accumulated points in 2005 exceeded 1 to February/65438 14 can collect gifts at the service desk. Membership points can be found in the "Points Information Enquiry Office" opposite the service desk.
Grade of points and standard of gifts: (specifically determined by the marketing department)
Marketing Department: Determine the grade and gift standard, and submit the required gift details to the purchasing center for gift preparation before165438+10.30. 165438+1October 30th, a "points inquiry office" was set up opposite the service desk to arrange employees to inquire about the points of members in 2005. Cooperate with the service desk to distribute gifts.
Computer Department: 1 1.30, install the corresponding network cable for "integral inquiry office".
Purchasing Center: Prepare gifts according to the details of gifts provided by the marketing department, and deliver them before 65438+February 65438+February.
Planning Department: Make corresponding promotional materials and gift cards.
Service desk: 12- 14. Gifts will be distributed to members and recorded.
Send a big cake on Wednesday to celebrate Thanksgiving Day (5 days).
Activity time: 65438+February 17, 18, 24, 25, 28.
Location: Service Desk
Activity content: The former 10 customers with the number "3" in the transaction number of the small ticket on that day can collect the 1 * * supermarket celebration cake (6 inches) with the small ticket at the service desk.
Service desk: registration and verification of the transaction number, amount and customer name of the small ticket, cake collection, distribution and broadcasting (cakes can be collected at the bakery site).
Bakery: Before the event 1 day, make and save the cakes needed for the event (16, 17, 23, 24, 27, make 10 6-inch cakes every day for the next day's event).
Loss prevention department: do a good job of cake inspection.
4. Happy Celebration TV Advertisement Surprise (15 days)
65438+February 14 to 28, pay attention to the advertisements of qtv * * * supermarket from * to * every night, remember the advertising slogans, and collect 1 gifts from the service desk with your membership card (calendar of 2006). Daily 100, first come first served.
Service Desk: Do a good job in explaining this activity. When distributing gifts, you should make corresponding records.
Planning department: ensure that the gifts are sufficient and in place.
5. Christmas Carnival cartoon stars send blessings (3 days)
Activity time: 65438+February 23rd to 25th.
Venue: The venue is not fixed.
Activity content: 1) The arrival of Christmas has turned the supermarket into a Christmas paradise. People put on lovely Christmas hats and prepared a Christmas dinner. There are also tall Christmas trees, white-bearded Santa Claus, Haier brothers and calves playing games with every friend who walks into the supermarket, giving everyone mysterious Christmas gifts and good wishes.
2) In the home appliance area on the second floor, the magic sci-fi blockbusters provided by book lovers are played all day to show off the Christmas passion.
3) During the activity, you can buy 10 yuan at one time, and get 1 copy of Ping An Fruit or Christmas Eggs with the receipt.
Activity details:
1. During the specified time of the event, the operation department arranged for four male employees to dress up as Santa Claus and cartoon characters to distribute "Christmas gifts" in the store.
2. The purchasing department contacted Haier and He Fei dairy suppliers to provide at least 3,000 Christmas gifts, such as inflatable cartoon characters, candy (with packaging bags), snacks, food, children's toys, balloons, Christmas hats and socks. Contact the supplier of fruit and egg products, and provide about 1500 copies of Ping 'an fruit (apple) and Christmas egg (peasant egg) (arrived on February 20th, 65438).
3. The planning department provides five sets of Santa Claus costumes, and makes some special brands into the shape of red and white socks and sticks them on the special products to create a festive atmosphere.
4. Store employees began to wear Christmas hats and corresponding Christmas costumes from 65438+February 10, and changed their greetings from "Welcome" to "Merry Christmas" from February 23rd to February 25th, in order to attract customers' attention to Christmas and guide them to spend corresponding holidays.
Planning Department: Prepare Santa Claus costumes (5 sets) to decorate the atmosphere in the store.
Purchasing Department: Contact the supplier to provide cartoon inflators and Christmas gifts (at least 3,000 small pieces in bulk, about 1 1,500 apples and peasant eggs, which will arrive on February 20th).
Operation Department: Arrange four male employees to play Santa Claus and be responsible for the distribution of Christmas gifts.
Service desk: pay attention to the creation of music Christmas atmosphere in the store, and be responsible for distributing Christmas eggs and safe fruits. The in-store broadcast will give corresponding tips, limited to 500 copies per day, while stocks last.
6. Surprise, celebration, passion and gift (3 days)
Activity time: 65438+February 26th to 28th.
Venue: Qiandian Square
Activity content: * * Supermarket invites you to enjoy a surprise, and exquisite and rich anniversary gifts will "fall from the sky" in * * * Supermarket Plaza every morning 10 and fall into your hands. Rich gifts celebrate the third birthday of * * * supermarket with you.
Activity details:
1. Within the specified time, the operation department arranged for three employees to distribute gifts on the awning of the square.
2. The purchasing department should contact the supplier to provide at least 3000 small gifts (arrived on February 25th, 65438).
3. The planning department set up audio and exhibition boards in the square to create an atmosphere and determine the specific time period for distributing gifts. In order to attract customers' attention to the celebration.
4. When distributing gifts, the in-store broadcast will give corresponding tips, and the security personnel outside the square must maintain the order of the square to ensure the safety of customers.
5. Employees, promoters (including lease owners in the front desk area) and other personnel of the company are not allowed to participate in this activity.
Planning department: do a good job in the square layout of the day, enhance the atmosphere of the celebration square and coordinate the activities as a whole.
Purchasing Department: Contact the supplier to provide at least 1000 small gifts, and deliver them on February 25th.
Operation Department: Arrange 3 employees who are not afraid of heights to distribute gifts.
Loss prevention department: arrange foreign insurance personnel to maintain the square order when distributing gifts.
Receiving department: before the activity starts, provide forklift to cooperate with transport personnel.
Verb (abbreviation of verb) publicizes the details of the content.
1.DM poster activity copy
Theme: Our store celebrates my gift "Longqing Banquet"-* * The third anniversary of the supermarket * *
Send good luck
65438+February 14 to 27, when you buy 30 yuan in our store at one time, you can exchange the receipt at the service desk 1 lucky ticket, and 60 yuan can exchange 2 tickets, and so on. A single receipt is limited to 5 at most. As long as you put the lottery ticket into the lottery box of the prize you want most, you have a chance to win the prize. The more you buy, the greater your chances of winning the prize. Our store will hold a lucky draw every day on June 5438+February 65438+July 28, and announce the winning results.
Send a birthday cake
On February 17 (Saturday), 18 (Sunday), 24 (Saturday), 25 (Sunday) and 28 (store celebration), customers whose shopping receipt transaction number contains the number "3" (customers before 10 every day) can go to the service desk to collect the receipt.
Send a surprise
65438+February 14 to 28, pay attention to the supermarket advertisements of qtv from 6: 00 to 8: 00 * * every night, remember the advertising language, and get the 1 gift at the service desk with your membership card. Daily 100, first come first served.
Send blessing
With the arrival of Christmas, the supermarket in * * * has become a Christmas paradise. People put on lovely Christmas hats and prepare Christmas dinner easily.
From February 23rd to 25th, 12, the magical sci-fi blockbusters provided by book lovers will be shown all day in Haier's home appliance area on the second floor, showing the Christmas passion. Santa Claus with a white beard and a cartoon star will play games with every friend who walks into the supermarket and send you mysterious Christmas gifts and good wishes. During the activity, you can buy 10 yuan at one time, and have the opportunity to receive 1 safe fruit or Christmas eggs with the receipt.
The members are very polite.
65438+February 16 to 28, all members who have accumulated more than 1 to 65438+February 14 in 2005 can collect gifts at the service desk. Membership points can be inquired at the service desk.
The ceremony came from heaven.
From February 26th to 28th, 12, * * * Supermarket invites you to * * * enjoy the surprise of the anniversary. Exquisite and rich anniversary gifts will "fall from the sky" in the * * supermarket plaza and fall into your hands. Rich gifts to celebrate the third birthday of * * * supermarket with you.
2. Newspaper soft text content
According to the requirements of our store, it was written by a senior reporter of * * Metropolis Daily today. Omit the details.
3. SMS group content
65438+February 14 "* * * The 3rd anniversary celebration of the supermarket will be held on June 5438+04-28, and you can grab enough lottery, gifts, specials, discounts, surprises and benefits at one time! Welcome to visit us. "
65438+February 23rd "Merry Christmas at the * * * supermarket! From 23rd to 25th, the * * * supermarket will deliver Christmas presents in the store, so that you won't go home empty-handed. Welcome to visit us. "
65438+February 25th "* * * Supermarket invites you to * * * enjoy the store celebration surprise! Tomorrow morning 10, exquisite gifts will "fall from the sky" in the square in front of * * supermarket. Don't miss it! "
4. TV advertising script:
Title: * * * Supermarket TV Advertisement in 2005-Store Celebration
Duration:15s
Split shot:
1] Full-screen subtitle: "Look at the prize-winning advertisement! Pay attention to the advertising language of * * * supermarket, and you can get the gifts of * * * supermarket. Hotline: 83235109 "→ Second screen subtitle:" * * * supermarket celebration advertisement begins ... ". (about 2 seconds)
2] Eye-catching timing numbers (1→2→3) appear in the middle of the black screen, and the sound effect is heartbeat pulse sound or second hand swing sound (3 seconds).
3] The explosion diagram of bright colors of red Rayna Sue flooded the screen and flashed instantly, revealing a festive orange-red gradient background. Synchronous sound effect is a powerful explosion: boom! (about 0.5 seconds)
4] In a prominent position on the screen, the words "My store celebrates, I give gifts" appear instantly. The font should be lively and powerful, and the color contrast with the background color should be obvious. (about 1 sec)
5] Promote the words "* * * supermarket crazy celebration" on the screen. A family of three (a couple and a little boy) appeared at the bottom left of the screen, pushing an empty shopping cart from left to right. The synchronized sound effects are the hurried footsteps and the excited voice of the little boy, "The celebration of * * * supermarket has begun". (about 2 seconds)
6] A little girl appeared at the bottom right of the screen, pushing a shopping cart full of gifts (goods, gift boxes, etc.). ) From right to left. At the same time, a family of three just pushed a car full of gifts and ran from left to right with shopping bags of all sizes. The words "* * * supermarket crazy celebration" were changed to "welfare is happening". The little girl's voice came from the cheerful background music, "Be careful to be shocked by the surprise." (about 2 seconds)
7] All the subtitles disappear, and the words "the third anniversary of the store celebration", "the feast of the dragon falls from the sky" and the logo of the store-screen freeze appear on the orange-red gradient background. (about 2.5 seconds)
Shooting and Production: Advertising Information Department of * * City TV Station
Production date: 2005165438+1October 20th to 65438+February 10.
Actor:
Girl-* * *
Boy-* * *
Parents of the boy-(tentative * * * supermarket employees)