Activity purpose:
1, welcome May Day peak season, brand promotion.
2. Increase sales to give customers confidence and create conditions for pressing goods in May.
3 do a good job in customer relations (I transferred to this market in April)
Theme: Welcome May Day, Rong Sheng refrigerator discount.
Activity time: April 24-25, 2004 (the actual operation effect is good, extended to April 27)
Preparatory work:
1. Communicate with store leaders about specific operation details, mainly including price, venue, personnel and material support.
On February 20th, I made a publicity in Qinzhou market: I put up posters to cover tricycles, and on the 23rd, I put up posters at the gate of the shopping mall.
3, 22, check the inventory and site materials.
4. Refinement of unified rhetoric of activities: Kelon manufacturers do promotional activities in advance, sell at special prices and give exquisite gifts on May 1.
Field operation:
1, an arch, two tents, two gas models of products, a "United Nations Energy Saving Gold Award" Yi Labao, and two poster boards.
2.8 prototype output: 1 special price machine 163G, 2 measuring machines 108A, 138A, 2 new products 17 1D, 186SM,/.
Activity expenses: packed tricycles (5 vehicles) in 200 yuan, transportation expenses in 50 yuan, temporary promotion in 30 yuan/day × 2 = 60 yuan, * * * 3 10 yuan (the venue is applied by the mall).
Activity summary:
During the period of 1, 26 sets were sold, accounting for 4 1.2% of the 63 sets sold in that month. The main competitor sold 47 sets in that month.
2. Fully publicize the "May Day" peak season, and sold 79 sets in seven days.
3. This customer took delivery of 97 sets in the month, which was the highest in history. However, due to unknown forecast and other factors, the best-selling models (290S, 163G, etc. ) It began to be out of stock on May 3rd, which affected the sales in May 1 day. There is no agent in this area, which is radiated by Nanning agent. )
4. Let the refrigerator sales in Qinzhou market have a clearer theme: energy saving, and make it sound 209S. (windfall)
5. Gained the trust of customers.
Maybe many colleagues didn't find what they wanted when browsing here. Of course, what is written above is general. I think the main reasons for the success of this activity are: 1, the activity time is suitable, and the weekend of the week before May Day. 2, customer service support, 163G on the basis of the purchase price plus tens of dollars for sale. In addition, support has been given in terms of venues and personnel. This is a communication job, which needs to be done well, but don't think that the purpose of customers is not to make money. I have guaranteed the profits of other models. 3. Refinement of unified rhetoric. Many customers who bought during the activity planned to wait until May Day, but we advertised that this was Kelon's May Day promotion, with special prices and gifts. Highlight the position of manufacturers' activities in the activities. There is no reason for manufacturers to do promotional activities for publicity. There is no reason to be more favorable than usual. God likes to "promote consumption". What we need to do at this time is: professional attire+Mandarin+business card = factory director. 4. The prototype of holiday output, permanent signs, fashion, special price labels, gifts, fish tanks, etc. Make the prototype "beautiful and moving".
Case sublimation
Have you seen "Big Man"? Doing a live promotion is like Ge You planning a funeral. Don't think about the result at first. Make it as big as possible, and if resources permit, until you are afraid. After playing a few "big chess", your confidence has greatly increased. When I first planned the scene, I was very nervous in those days and worried that there would be problems in the activity. In fact, before this, I participated in many live activities. Live activities are actually very simple. What I want to say here is: if you do it, it will definitely have an effect. Because up to now, I haven't encountered an ice scene.
The whole process of planning on-site activities is as follows:
1, activity background analysis, that is, the purpose of the activity. General activities include: launching new products, dealing with unsalable products, increasing distribution and reducing inventory, brand promotion, increasing sales, following up the promotion of competitors, and routine promotion of major festivals. For manufacturers, in addition to the above purposes, there are two hidden purposes: to do a good job in customer relations and win the main promotion, and to increase the transparency of some models through price management. Therefore, the purpose of each activity must be clear, but no matter what the purpose is, the promotion of sales volume is the initial and ultimate purpose. Here we should pay attention to a problem. Manufacturers and merchants pursue the same sales purpose, but there are contradictions in the price design, especially the goods distributed through agents. In terms of distribution, goods are purchased from the manufacturer's agents, and the manufacturer provides market management and support. When manufacturers provide manpower, material resources and financial resources for on-site activities, they must ask dealers to give support in price. This is a phenomenon, the activity effect is very good, but the dealer is in a bad mood because there is no profit guarantee. In practice, I have heard many customers talk to me about this problem. Therefore, the price design of the event should be fake, and the number of special machines should be controlled within two. If possible, help customers distribute profits in other modes. Defining the purpose is helpful for the creative design and application support of the event.
2. Creative design of the event. A successful activity should convey a message-why your activity is favorable and why it is cheaper than usual to buy it during the activity. The focus of this step is to refine the unified rhetoric of activities. The publicity of many activities may be very popular, but the theme of the activities is not prominent because the work of unifying rhetoric is not done well. The effect can of course be imagined. The creativity of the activity may be one sentence, such as: special price and gifts and prizes; National tour of energy-saving refrigerators, etc. On-site signature price of the factory director, etc. Generally speaking, just to highlight the location of the manufacturer's activities, consumers still believe the manufacturer's profit-making rhetoric. The creativity of activities can also be understood as the rhetorical design of activities, and different activities are designed in different time periods and different regions. For example, it may be effective to sign a high-level manufacturer's machine for sale in a first-class city, but it may not be suitable at any time. Generally speaking, the theme of hype has certain premise: 1 is on the day of major festivals. 2. The scale of the activity is large and the momentum in the early stage is large, which is generally reflected in the production of leaflets. Some time ago, I met a color TV manufacturer and did an activity on a weekend. The theme was "A general manager of a color TV signed a sales machine", and the activity was deserted. Why? Because time and momentum don't match the theme of this activity. Wouldn't it be nice to replace it with general event design, factory promotion, special price and gifts?
3. Write an activity plan. Writing has two purposes. One is to apply for resources from the company. The second is the support of communication activities with customers. It is enough to write small regular promotions on a case-by-case basis, and large ones should be accompanied by division of labor and detailed cost budget. This plan must be completed one week before the event.
4. Communicate with companies, customers and other relevant departments, apply for support, and coordinate the division of labor. Bring your written plan to the company to apply for gifts and activities, and communicate with customers the operational details of the activities. Mainly price design, site fee, site materials (audio equipment, poster board, etc.). ) and personnel support. The result of this communication may be different from your scheme design. It is generally recommended to apply for a venue fee when writing a plan. In addition to the cost, you can make your own adjustments.
5. Design and production of single page and poster. Highlight the theme, and then go to the advertising company to finish it with the designer. The majors of general advertising companies will give you a satisfactory design.
6, related personnel unified rhetoric, division of labor training. Give a simple explanation and training to the participants of the activity, focusing on the creative rhetoric of your activity. This is also conducive to the unity of activities and clear information. If it is a new product theme activity, it is necessary to train product knowledge and sales skills. Many colleagues are troubled by the arrangement of temporary shopping guide. In my opinion, the function of temporary shopping guide is to create publicity, guide customers and pay the bill. Manufacturing publicity is to let temporary staff receive customers mainly to convey the theme of the event and highlight the position of manufacturers in the event. This is what we call unified rhetoric. Generally, please don't let the temporary shopping guide participate in the sales. Unless her ability reassures you, it will bring you unnecessary troubles, such as introducing product functions and negotiating products.
7. Publicity. Large-scale activity orders can be issued one week in advance. You can contact the local post office, distribute it in newspapers, or cooperate with newsstands. Posters can also be posted at the same time. It is best to post it in front of the mall two days before the event. Too early may affect the sales before the event.
8. Inventory inventory, gifts and on-site materials. Two days before the event. Special price and main sales models need to be kept in stock.
9. On-site operation. On-site publicity, building arches, tents, sun umbrellas, Yi Labao and other materials, designing and decorating prototype product lines. At this time, it is necessary to dress up the prototype carefully and make it as beautiful as possible. The most important work here is the coordination of sales work. To highlight the position of manufacturers in the activities, I have a formula here: professional dress+business card+Mandarin = factory director. A key to the success of the activity is to have a strong employee promotion. Therefore, the sales ability of business personnel is very important, but how many business managers and product managers in the home appliance industry still maintain this skill? Probably rarely been to the front!
10, clean up the site, summarize and evaluate, and settle various expenses. Clean up the posters and special price labels as soon as the activity is over. Settle all kinds of expenses. Finally, summarize and evaluate the activities. Summarize the factors of success. These factors are not necessarily in your plan. It's entirely possible. So if you want to be a master in this field, it is necessary to sum it up. For the evaluation of activities, the sales volume during the activity and the sales volume one week after the activity are generally taken as parameters. In addition to these, there may be other gains, such as brand regional promotion and good customer relations.
From the above analysis, the planning of on-site activities is mainly reflected in: building momentum, unifying rhetoric, customer support, highlighting the location of manufacturers' activities, and promoting personnel. This is a simple but hard work, and it is not easy to build and clean up the event site. For the company, for the salary, let's do the scene in a down-to-earth manner. I hope my manuscript is helpful to everyone. At the same time, due to the limitation of my industry and ability, there may be some operations that I have not mentioned, so please discuss them together.