Popularize the summary article 1 The activity time is 1.xx- 1.xx.
But it actually started from 65438+the middle of February.
First of all, the publicity activities of community entry in the whole month from June 5438 to February, centered on xxx store, were carried out around the new and old communities. For the old community, it is mainly to replace the old with the new, while the new is the newly moved residents, decoration users and married families. The propaganda means is to distribute a one-page registration membership card for free, and to deposit a deposit for the old-for-new users. At first, others questioned our authenticity and held a wait-and-see attitude, but after a long time, they also dispelled our concerns and enthusiastically signed up.
abstract
1. Continue the good activities before. During last year 1 1 month and this year's Spring Festival, pre-deposit activities were carried out. Beneficiary customers will continue to deposit in advance and come to us with relatives and friends. Not only do customers benefit, but they can also lock in customers and prevent customers from losing.
2. Standardize the stationing of propagandists and increase publicity. All employees who settle in should put on their work clothes and work cards neatly, so that customers will have a sense of trust in us and will not think that we are selling dog meat. In addition, make public no longer wait for him, but take the initiative. Distribute leaflets to the guests, detailing the activities.
3. The main activities of different communities are different. The old community is mainly engaged in trade-in activities, and guests are encouraged to pay fees on site and register the elderly at one time. Once they trade in the old ones with less trouble and get the money for the old ones, they will definitely go to the store to buy new ones. The new community is mainly based on down payment, and the new guests are all going to decorate and get married. They will buy a full set of home appliances at one time, so that the deposit paid by the guests can not only be doubled, but also a large number of gifts can be received on the spot.
Followed by 1.x- 1.x store activities.
It is open from 8:00 am to about 2: 00 pm/kloc-0.
New Year's Eve is a group buying night for friends, relatives and members. 4.30 is a group buying night in residential areas and also a group buying night for Vanke owners. You can apply for a discount card with valid documents. In addition, home appliance consultants accompany customers to shop all the time, help customers choose suitable home appliances and strive for the biggest price concessions and gifts for customers.
In order to better serve customers and disperse the flow of people, a number of cashier's offices such as gift giving, packaging, membership card handling and package reception have been added, and different locations have been set up. This time, I was arranged at the parcel reception desk. My main task is to call the electrical consultant immediately if someone comes to buy packaging. Because many customers and home appliance consultants have many lists at hand, they are really busy. At this time, if the manager approves, I can accept them.
abstract
1. Adhering to the company's business philosophy of "innovative management and caring service". When someone needs a home appliance consultant, contact the home appliance consultant in the shortest time to serve the guests. If you can't contact him immediately, you can't ask the manager's permission in advance to keep the guests waiting. Because we are also trained for a long time, it is our aim to satisfy our customers when we can't do our best.
2. Cooperate with all departments to successfully complete sales and service. Because there are so many people, every counter, cashier and front desk are crowded with people. When waiting for the guest to pay the bill, I found that there was a slight friction between the guest and the cashier, so I took the initiative to discourage the cashier and let him go through the formalities more smoothly. Although I only accept guests who buy home appliance packages, the reception desk is next to the main service desk, so if someone comes to consult, I will take the initiative to help the reception desk disperse people and make the work better.
3. Do a good job in every sale to prevent the loss of customers. Although it is the first time to receive the set meal, I still have to work hard to do it well. When you encounter something unclear, you should immediately ask qualified employees, store managers and managers, and never make your own decisions. If you can't handle it, you have to apply for resources, but it depends. If the guest's demands are too high and beyond the bottom line, you should say sorry to the guest. After this xx activity, people are really tired, but it is worthwhile to learn a lot. The above is my personal summary during the activity. Please forgive me.
Summary of Promotion Activities 2 In order to implement the guidance of the Head Office's Marketing Plan for Bank Card Business in the Second Half of 20xx, our branch followed the footsteps of the Head Office and actively carried out the promotion activities of Shengtong Card in the second half of 20xx. Through a series of promotional activities, Shengtong Card customers are encouraged and promoted to spend their credit cards, which activates the local consumer market, continuously enhances Shengtong Card's popularity and expands market share. At the same time, it further explores potential customers, cultivates high-quality customers, improves customer loyalty, expands social influence, and receives good marketing and publicity effects. Now the progress of the whole marketing activity is reported as follows:
First, strengthen the organization and make careful arrangements:
The leading group of the sub-branch attached great importance to it, put forward guiding opinions in combination with the marketing plan for bank card business issued by the Head Office, organized, coordinated and managed the marketing activities in a unified way, divided the work according to the specific content of the activities, gave full play to the role of each channel, and mobilized front-line employees to actively participate. Take the personal finance department of the branch as the lead department, responsible for the development and publicity of the whole activity. Through close cooperation with outlets, timely communication, fully mobilize the enthusiasm of outlets, and build outlets into the main force of activities, thus laying a good foundation for this promotion.
II. Specific activities and measures:
Since the launch of Shengtong Card Marketing Campaign, our branch has carefully organized its employees to carry out publicity activities from the perspective of further promoting the steady development of bank card business and enhancing the activity of bank card transactions.
(1) channels (such as export channels, etc.). )
Regarding the channels of bank card promotion activities, our sub-branch plays promotional texts on the LED lintel display screen of the business outlets, and places Yi Labao and activity leaflets of bank card promotion activities at the outlets. Create a promotion atmosphere of Shengtong Card at outlets and publicize the contents of our Shengtong Card promotion activities to customers.
(2) personnel and team.
In terms of personnel and team, the Bank requires all employees to learn the spirit of relevant documents issued by the Head Office. Grasp our products in an all-round way, make everyone familiar with the specific contents and preferential activities of bank card business marketing, seize the advantages and characteristics of products, communicate and actively promote business for customers, better market products and increase customer participation rate. On the other hand, the branch mobilized outlets to actively participate in various competitions to better promote Shengtong Card promotion activities.
(3) Outdoor activities can be promoted by making full use of activities.
Our sub-branch publicized Shengtong card marketing activities, distributed Shengtong card marketing leaflets, and explained Shengtong card marketing activities, preferential activities, etc. , so that customers can more actively participate in Shengtong card marketing activities. At the same time, our sub-branch also requires marketing personnel to go deep into households to explain and coach the knowledge of card handling and card use on the spot, so that cardholders can be familiar with the card use process, and the service runs through the whole marketing process, which has achieved good results. Carry out publicity activities by distributing leaflets and explaining the marketing activities of bank card business.
Third, achieve results.
This bank card business marketing campaign was vigorously promoted through various channels. Under the active publicity of the counter, customers who went to our bank fully understood the benefits of bank card marketing activities, and introduced the bank card-related marketing activities under the timely introduction of the counter staff. The effect is remarkable, which promotes the credit card spending habits of Shengtong card customers, helps to complete the credit card spending task, improves the brand awareness and reputation of Shengtong card of our bank, cultivates the credit card spending habits of customers, and enhances the communication and understanding between our bank and enterprises.
Four. Customer's reaction to our bank card business marketing activities.
Most customers, especially young customers, are quite approved of our bank card business marketing activities, especially the bank card POS consumer marketing activities are well received by customers. At the same time, customers hope to expand the scope of cooperative merchants and increase preferential places in future bank card business activities.
Through publicity activities, a good bank card promotion environment has been created, which has laid a solid foundation for promoting the further development of bank card business. Under the guidance of this marketing activity, the sub-branch will continue to increase publicity efforts, reasonably guide the public, and constantly explore and summarize successful experiences in practice, enrich publicity content and innovate publicity methods.
Summary of Promotion Activities 3 This time, from xx, xxxx to xx, xxxx, the activity time is ***x days, and the total sales volume is xxXXX yuan, with a growth rate of xx% from the previous month. Excluding the natural growth of xx% during the holiday period, the actual growth has reached 28%, exceeding the expected growth target of 5% before the event.
The schedule of activities is closely related to the New Year holiday. Similarly, the average transaction volume for three consecutive days also appeared between 30th and 1, and this pattern continued to1x. ..
The publicity expenses in the early stage of this activity are RMB xxXX for the back cover of XX magazine on February X, 65438, RMB XX for the exhibition board and X frame, and the sales proportion of publicity expenses is 1%.
From the distribution of gifts, unit consumption has increased, but consumption is relatively concentrated.
The number of gifts distributed is 30% less than the actual expected number.
During the 9th event, 4 1 Unicom mobile phone experience cards were sold. In the cooperative activities with China Unicom, this new marketing model has brought some new ideas to consumers. In particular, China Unicom put up the "China Unicom Honglou Department Store Strong Shopping and Mobile Phone Experience Card" in the competent business hall, and printed 500 leaflets. "Chinese Valentine's Day Honglou Department Store Unicom Strong Shopping Get Unicom Experience Card" not only publicized our activities, but also made consumers feel the benefits.
Judging from the above situation.
1, media selection:
There are some shortcomings in the choice of media platform in this activity. On 28th, an advertising campaign was launched, but on 29th, sales decreased 17.6% compared with last Saturday. On the eve of New Year's Day, the turnover should show an upward trend, especially driven by promotional activities. From the data point of view, in our media selection, the scope of publicity is narrow and the target group is biased.
Our main theme is the slogan of fashion and leisure, which is aimed at fashionable women and young people, and we should also choose a platform with high visibility in the media. Meet the needs of shopping malls and target groups.
2. Lack of planning:
Promotion activities are organized and implemented under time pressure. Although they all have a certain market base, the overall development direction and annual plan of a single activity or enterprise are quite different. A single activity can't help the accumulation of corporate brands, but it will affect the pace of brand accumulation. For example, this activity refers to the sales records of best-selling brands in the formulation of prizes. However, several best-selling brands did not participate in this activity, which not only affected the activity, but also affected the cohesion of the mall.
3. The coordination between profit-making departments and non-profit departments is poor;
The promotion activities of each floor pavilion can not be regularly fed back to the planning department that publicizes this information. The promotion information of the special store has become a domestic sales document, which can not increase the brand customers, and the purpose of small profits but quick turnover has become wishful thinking. The planning department has lost the support of this information. When making an activity plan, we can't combine shopping mall activities with special pavilion activities, which will not only be independent, but also isolate the activities. When the sales department negotiates the proportion of activities with agents or manufacturers, it loses its position.
4. Poor implementation of activities:
Regardless of the size of an activity, "strategy accounts for three strokes and seven styles", which shows the importance of activity implementation. Even if no one implements the optimal strategy, he will still wait for zero. Employees do not know enough about the promotion knowledge of activities, lack service enthusiasm, and lack skills and vitality in promoting promotional activities. In the minds of employees, there is no concept of "activities have greatly increased in turnover, and there is a lot of capital and manpower input". In addition, there is no radical plan in the sales process, and the sales tasks are not subdivided. "General management, probably sales" also limits the growth of sales.
5. Lack of forward-looking and fashionable performance:
Members of the planning department should often go out to learn the latest market information, do a good job of sorting out the information and learn more about the cutting-edge fashion information.
Next plan
In order to overcome various difficulties and avoid the above situation, each activity has the following five elements:
1, accurate market background;
2. Careful planning;
3. Close integration;
4. Close cooperation;
5. Strong execution.
Promotion summary 4 This promotion lasts for 3 days from August 20xx to August 20, 20xx. 18. It is understood that compared with the same period of last year, there was a certain increase, and the sales volume was mainly driven by key stores such as CR Vanguard and Renrenle, and the effect of the activity program was average.
According to the market, the whole Shangchao wine market has shrunk this year, but it is mainly reflected in gift boxes. Our company has made some achievements through the adjustment and improvement of product structure last year, the maintenance of store customer relationship, the construction of promotion team and the cooperation with dealer's activity plan.
The forms of this promotion activity are mainly divided into four categories:
1. On-site special sale:
Mainly reflect the CR Vanguard system * * * 12, the cumulative number of special items 18 times. This form of activity caters to the psychological needs of ordinary customers, and the market response is good, which effectively drives sales to a certain extent. But at the same time, there are some negative effects, which reduce the brand loyalty of consumers; Increase consumers' sensitivity to price; Affect consumers' recognition of commodity quality.
Double pile head end frame
Stack head and end shelf are not only reflected in sales, but also in his publicity and display to attract customers, thus guiding customers to this kind of goods or supporting products. During the whole period of Chinese Valentine's Day, the stacking heads and end racks of our supermarket were not put in place one by one according to the original plan, but several key stores have been replenished one after another, which also played a certain role in publicity and promotion.
Sanshangkan
The promotion advertisement of a single product has both special price and publicity. Our company's products are mainly made of 94 Cabernet Sauvignon and Golden Dynasty. This form of activity has effectively increased sales and increased the credibility of customers. According to the actual situation of the store, 94 customers of Cabernet Sauvignon have a certain amount of customization.
Four times cashback
Cash back activities also belong to an indirect profit promotion method. Although the surface value is small, it is the most affordable promotion for consumers. During the whole activity, our company's products are mainly aimed at single products, and the cash back procedures for single products are more troublesome, and only for shops with promoters, with fewer audiences. The overall quota promotion cashback is relatively weak.
In short, we should flexibly grasp the advantages and disadvantages of various forms of activities, proceed from the actual needs of customers, foster strengths and avoid weaknesses, formulate the best scheme, and realize the pattern of synchronous development of sales volume and brand.
At the same time, the competition in Xi 'an wine market is extremely fierce, especially Changyu, Great Wall and Wei Long. These brands have been deeply rooted in Xi 'an and have been subconsciously formed in customers' minds. In every peak season promotion, high-cost investment (stacking, shelving and publishing in each store), crowded tactics in key stores and staff coverage in branches are adopted, and the promotion methods are flexible, the main products are prominent, and the gift boxes are updated quickly, which conforms to the market reality and caters to consumers.
Through my observation and understanding during this period, I feel that the whole activity is quite successful, but from my personal point of view, there are still some shortcomings. Let me talk about my views from the following points:
One. Negotiate with the system. The personnel information of our company is closed and we don't know the first-hand information. As a result, the whole decision-making process takes a long time and is in an undecided state, so it is difficult for Shang Chao system and dealers to come up with the optimal scheme in a short time, which has a great impact. In view of this, it is very important which model should be adopted when making the promotion plan in the future.
Two. Our company's product price system is not complete, which is manifested in the fact that a single product can't do activities of more than 20 yuan. The activities of 94 Cabernet Sauvignon and Jinzhuang Dynasty are all more than 20 yuan, and 30 yuan is blank and can't be filled in. We should further increase the price of single products between 20-60 yuan, especially between 30-50 yuan, and use single products with high ex-factory price in a low-profit way for dealers, so as to benefit consumers and increase the price of a single bottle relatively. The price of gift boxes is the highest in 90 yuan, but the price of gift boxes in our company is very high, coupled with the lack of brand promotion, we can't go anywhere.
Three. Promoters, especially pro-promoters, should strengthen training, especially in wine knowledge and personal store behavior. As a supplement to emergency personnel, temporary promotion should be prepared in advance. It is suggested to strengthen the training of products and sales skills before the peak season, especially to receive and guide customers at the store. With the extension of promotion time, we should strengthen communication and summary. If necessary, you can take a long-term promotion and short-term approach, study for a period of time, and wait until the peak season before assigning to specific stores.
Four. In addition to further strengthening the daily maintenance of key stores, we should also strengthen the sales of branch stores, especially in the peak season, in order to boost the overall sales. At present, in the whole supermarket in Xi 'an, the sales of key stores account for a large proportion, but other branches still have a certain passenger flow, especially in the peak season of sales, which deserves attention. It is understood that our wine has a certain self-flow in these stores during the peak season. If we increase our investment in these stores, especially in the peak season, it will greatly boost the sales of this store.
Five. In the off-season, we should focus on maintaining market share, increase in-store stacking, end shelves, periodicals and other advertisements to guide sales, gradually shift the demand for product functions in the peak season to focus on brand awareness, and strive to maximize the visibility of the company's wine products in the off-season to meet the arrival of the sales season. Only in this way can we better lay the foundation for increasing sales in the peak season and cultivate the customer base for the brand for a long time.
In the shadow of the Great Wall and Changyu, it is difficult for us to sell every bottle of wine. Therefore, we must further innovate our marketing ideas according to the specific market situation and our own actual situation. Do a thorough, detailed and precise job, further improve work efficiency, and do a good job in our product display, store customers, product structure and promoter management.