Chapter 1: Overview of offline promotion activities.
20XX From July 3/KLOC-0 to August 2, Yang Jiaolong, Tao Yang and Wanguo led the offline activities promotion group to carry out the "Ji You". Com "as the theme, in Beinmei milk powder shop in Poly District and lovely and kind mother and baby shop in hunan international economics university Tianyuan Mall. During the three-day activities, all members cooperated with each other and understood each other. Looking at the whole activity, the whole activity was relatively smooth, with many gratifying places, but there were also some minor problems, so I sat down and summarized as follows:
1. Leaders attach importance to setting an example.
In this activity, the leaders have not only been busy at the first scene, but also publicized and distributed leaflets in various places. Controlling the overall situation at the scene and setting an example have played a great role in the success of this activity. Moreover, in terms of personnel deployment and logistics work, reasonable arrangement of work, time and place, and real-time provision of living materials provided the premise and guarantee for the success of the activity.
2. Personnel cooperation and all-round cooperation
At work, members of each group have a clear division of labor, can actively do the arranged work, and can understand each other, cooperate with each other, maintain good communication, discuss how to do better, and clearly express the theme and content of this activity in communication with customers.
Three. Cooperation of participants
The success of this activity also lies in the cooperation of the participants, who can patiently cooperate with the staff to explain and operate the steps.
Four. The theme of environmental cycle
This kind of recycled mobile phone is "environmental protection", which combines the current public response to protect the environment and protect the global environment.
Carrying out this activity has improved the popularity of our company's "Machine Friends Network" and publicized the concept of environmental protection cycle, protecting the earth and making the best use of it to the general public.
However, this activity still has some shortcomings, such as: 1. The model of the film is not complete, and some customers' mobile phones cannot be pasted. 2. The density of people is not high enough and the flow is not enough. 3. There are no rigid requirements for activities: for example, customers must pay attention to the official account of WeChat and then give some benefits.
20XX.08.03
Chapter II: Summary Mode of Promotion Activities
On June/KOOC-0/65438+/KOOC-0/October/KOOC-0/February-25th, xx, a large-scale promotion for the seventh anniversary was launched. Due to the favorable conditions, favorable geographical conditions and favorable people, coupled with attractive seasonal commodities and promotional activities, the overall effect is good, leaving a good teaching material for our future work.
The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed.
In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.
In terms of commodities, with the seasonal promotion activities of "hot fresh, only 1 day" and "crazy special price, limited time snapping up", the purpose of charging with the overall news and stimulating popularity and sales volume by using commodities has been achieved. Coupled with the store's display cooperation, on-site promotion. The seventh anniversary broadcast draft we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying and promoting. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.
The seventh anniversary party pushed the whole seventh anniversary to a climax. The performance of each store is remarkable, and the invitation of suppliers has raised our company's corporate culture and business philosophy to a new height. The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening. We also have certain advantages in weather, geography, people and society. At the beginning of the seventh anniversary activity, the weather suddenly turned cold, which made the seasonal goods in the original newsletter plan hot. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well?
However, in the process of planning, organizing and controlling the activities, there are still many shortcomings: in the middle of this seventh anniversary activity, some work in promotion plans, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review:
1. Some promotional activities were aborted because suppliers could not be found.
2. Unfortunately, the supervision form has not been implemented.
3. The on-site enforcement of the store is not strong enough.
4. The timely follow-up audit of the mall was not completed.
5. The unreasonable manpower arrangement of the store leads to the failure to give full play to this single activity.
6. The development and procurement of new/sensitive commodities have not been fully implemented, which is the biggest regret of this seventh anniversary.
7. In the seventh anniversary activities, the store has obvious shortcomings in the creative display of some products, which need to be improved.
8. In the seventh anniversary merchandise activity, the store did not do a good job in on-site promotion, sometimes, sometimes not, and did not thoroughly train and track the on-site promotion personnel, resulting in the feedback of some consumers not being collected and unable to be used for reference in future work.
9. During the seventh anniversary activities, the popularity of stores rose sharply, and they went up for sale, but the hygiene work was not followed up in time, resulting in unsatisfactory hygiene at the stores and their doors, like garbage dumps.
During the seventh anniversary of 10, some sensitive goods were seriously out of stock, which affected consumers' shopping mood and was a commercial ban. We must seriously reflect! In short, any work should be constantly summarized and reviewed in order to do a good job in the next newsletter.
We hope to make the whole short message marketing plan better and implement it better in the future.
Chapter III: Summary Report of Promotion Activities
20XX 5 1 Golden Egg Gold Bar Promotion Summary Report
May 13 successfully completed the May Day promotion lottery. Through the support of company leaders and the cooperation of colleagues in Qi Xin, we are innovating. Good results have been achieved. To summarize this promotion, the details are as follows:
Activity time: 20xx-4-21~ 20xx-5-13.
Theme of the event: "Gold bars in golden eggs"
Target audience: citizens of the whole city
Activity mode: price reduction, discount, purchase and gift.
Shop image: the theme of shop decoration is purple and gold, which highlights the nobility of Jiukai home. Balloons are distributed in the store, as well as product information. Gifts are placed at each booth, and the booths are decorated to create a strong festive atmosphere. Prizes are purchased in advance and placed in the lobby. The word "Award" is placed in the front position, giving customers the first impression that it is "cost-effective! Something to send! "
Analysis: This activity has been actively cooperated by all departments of the company. Colleagues in the property management department are responsible for the speaker debugging, prop building and security work at the event site, which are completed within the specified time, providing effective hardware guarantee for the lucky draw; During the activity, the General Affairs Office was responsible for the decoration of the shopping mall, which improved the activity atmosphere of the shopping mall, and the prizes were in place in advance, effectively stimulating customers' desire to buy.
Summary:
A. Statistically speaking, this promotion has not achieved the expected effect. During the activity, the expected turnover was 6,543,800+0,000, and the actual sales was 630,000, with a success rate of only 63%. According to the passenger flow statistics, April 29th, April 30th and May 1 3 are ideal holidays, with passenger flows of 2 13, 248 and 340 respectively. During other activities, the passenger flow is relatively stable, with an average of 120 passengers/day. The reasons are as follows: 1. Jiukai Home was not properly highlighted during the publicity, which led to customers with a passenger flow of110 seeing the publicity and going directly to three stops; 2. The timeliness of publicity has not been achieved. One is the publicity period. All the publicity started three days before the event, and some even started at the same time. Moreover, the publicity time is not reserved in advance, and the publicity of the activity content should be at least 3-4 weeks in advance, giving customers a period of excessive understanding; 3. Publicity time did not make full use of the advantages of the network platform, resulting in a dead end of publicity; 4. The product implantation is not prominent enough, the sales staff's service awareness is not high, and the product professionalism is not enough, which can't make customers interested in the product in a short time. Salespeople don't take the initiative, most of them follow the customer's ideas. Although unified sales staff training was conducted before the event, the effect was not good. During the whole activity, the service awareness and quality of most of our sales staff have not improved. In addition to the low quality of waiters, the training in shopping malls is not in place. Besides formal lectures, training can also be instilled through daily communication. The service quality of salespeople is not achieved overnight. Through our unremitting efforts and internal training, we can regularly organize professional knowledge learning and improve our own level, from product classification, material characteristics, how to distinguish authenticity, how to distinguish origin, how to rationally arrange booths, and train sales staff to make suggested sales.
B. During the activity, the sales of various businesses were high or low, with a total sales of 654,888 yuan (including the final payment of 73,400 yuan): Dream Lisa with better sales:128,900 yuan; Riel Chinese style: 146200 yuan; Southern furniture: 49,200 yuan; Imperial standard: 37 100 yuan; Lobby mahogany: 2,500 yuan; Saints 100 top: 17800 yuan; In addition, some stalls are not sold, and most of the second floor is home decoration. The reason is that the logo of the mall is unknown and the customers are not well guided (improving).
C. Activity expenses: According to the sales volume, the prizes for this activity are as follows: 3 gold bars (5g), 2 televisions (1599), 2 refrigerators (1299), 4 mountain bikes (460), 5 bicycles (260), rice cookers, electric cupcakes, and electric appliances. Note: 15000 yuan.
D. In the planning of this activity, at first, through soliciting the opinions of the merchants, and later through the research of the company's special meeting, all the staff made suggestions and suggestions, so that the activity plan was relatively complete and implemented. However, from the details, it is still not rigorous enough. As far as the program performance at the event site is concerned, there is no time planning, so that the lottery time is delayed by half an hour than expected, and the time node of the event is not well grasped. The shelves for activities are required to be ready in the morning, but they will not be in place until two o'clock. In addition, during the activity, the shopping guide is required to take three initiatives in communication: 1. Introduce and publicize the company's promotional activities and preferential activities; 2. Actively answer customers' questions; 3. Actively strengthen communication with customers. According to the investigation of customers' awareness of shopping malls, various publicity channels brought some customers, but mainly: most of them were learned through newspapers, community advertisements and surrounding residents. Customers introduced by friends also account for a certain proportion, so it is necessary to establish customer files and recommendation mechanisms. The establishment of customer files is to bring new customers to the mall through the maintenance of old customers; The recommendation mechanism is established to stimulate more people to bring their intended customers to the mall and promote sales.
Judging from the activity site, this year's furniture industry situation has indeed been affected to some extent, with stable sales and no climax. The same is true of several large home shopping malls. However, there are still some potential customers who just need it. It depends on how we find and cultivate customers. At present, we should improve the grade and standard of products in shopping malls and improve the behavior and quality of sales staff. According to the holiday time, make a good plan in advance. The planning of large-scale festivals is completed two months in advance, and the planning of small-scale festivals is completed one month in advance, so that sufficient time is reserved to make the planning more detailed. Go to other shopping malls regularly to learn about the situation, buy corresponding books to enrich your professional knowledge, and ask for more advice through inquiry.
6 1 sos Children's Village Care Action of Jiukai Home on International Children's Day: On May 24th, taking the shopping mall as the unit, we organized merchants to participate in the purchase of gifts and went to Yantai Children's Welfare Institute to offer condolences.
7 1 Party Building Day: Combining with the Dragon Boat Festival on June 23rd, it is the most important task at present to organize businesses to arrange cultural programs to express condolences to the elderly in the community.
Party member activities.
8. 1 Army Day: Organize merchants to arrange cultural programs and visit troops in shopping malls. 9 10 celebration of the first anniversary of Jiukai Home. Put forward the store 1 anniversary planning plan before June 30th, and then conduct departmental discussions.
Chapter four: Summary and analysis of promotion activities.
Summary and analysis report on promotional activities of snail bathing machine
The promotion of "9. 12" (the eighth day of the eighth lunar month) has ended. According to the sales situation of Shuaikang household appliances at the terminal and the feedback from the terminal, the situation is now reported as follows:
Shuaikang appliance store is located in the ancient town of Renxian County, about 0/0 km east of the city, and there are many shops and small supermarkets around it. The transportation is convenient, and the people who enter the store are mainly farmers who live in nearby villages or go to the market. There are one or two home appliances and hardware solar stores near Shuaikang home appliances. It can be said that there are few stores and the consumer groups are relatively narrow and concentrated. This activity of Shuaikang Household Appliances can be summarized as follows:
1. The whole event merchants cooperate well and can accept the company's various arrangements for the event. Have a good understanding of the promotion scheme and means of the whole activity. And in sales, we can actively promote our promotional activities to every customer.
2. Up to now, two Yuba machines have been sold in this promotion, including the special price 1, and the dealer has reserved three for this promotion. As far as sales performance is concerned, it does not fully meet our expected standards. The previous expected standard was to sell at least 120 units, but only 30% was actually realized.
3. Some suggestions for the event and the company: (1) The event has a certain pulling effect on sales. Activities are mainly based on special prices, plus games with prizes and promotions, which are attractive to customers and convenient for promoting products. (2) The price of the bathing machine is on the high side (our market retail price is: w- 1 model 698 yuan (special price), w-2 model 898 yuan, w-3 model 998 yuan. Consumers generally report that the price is high, the style is monotonous and the shape is like a washing machine. Judging from the situation, promotional activities can improve sales performance to a certain extent and let many customers know about our products. It has also played a very good role in promoting the distribution of products and store sales.
4. Some views on this activity: (1). The activity has a certain promotion effect on the promotion and sales of bath machines. After all, this is the first time, we can continue to do our activities. Before the promotion, we should do some preheating in advance to leave some room for the promotion.
5. Customers' awareness of products is not high. Although our products as a new category have only appeared on the market for a year. In less than a year, the company has carried out a lot of product promotion and investment promotion, but as far as the current situation is concerned, the promotion in some areas, especially in some places in the south, has achieved great success and established a relatively perfect promotion and sales model, while the promotion in the north has little effect. Xingtai governs two cities and fifteen counties, and two county-level cities. It is a big market, with a particularly important geographical position and a certain market representation. In the business world, it is known as "those who get Xingtai get Hebei". Can we pay more attention to the promotion of Xingtai in the future, so that some people can know first and some people can drive others to understand our products?
6. At present, the company mainly sells through channels. Besides the necessary promotion, what we need to do is how to sell our products faster and better. As far as the current sales situation is concerned, our share in the bath products market is too small to form a preliminary scale effect. Our goal now is not only to win an agent or franchisee, but also to ensure that they can sell our products quickly after they get them.
7. Whether, how and how to put advertisements in major media in the region in time. Regional advertising support of agents, exchange of goods by merchants, new products and so on. The above are my views and opinions on this promotion, which are not necessarily comprehensive.
Marketing department of XX company
Ma XX
20XX/9/ 13
Chapter Five: Summary Report of Community Promotion Activities
I. Introduction of activities
1. Activity purpose: to further strengthen the brand building of Medical Liubaba in the central city of Chongqing and its surrounding areas, strengthen in-depth communication with community residents, and strengthen the cognitive publicity of the website; Deepen and consolidate the public coverage of the website and further expand the sales market of the website!
2. Activity time: 20XX years165438+1October 20th.
3. Location: XX Community
4. Activity mode: free blood pressure measurement for community residents, filling in questionnaires, on-site display and introduction of products, distribution of DM leaflets, demonstration of shopping processes, etc.
5. Activity theme: Care for health and take blood pressure for free.
6. Participants and specific division of labor
Shu X: Measure blood pressure and instruct the subjects to fill in the questionnaire.
Fan X: Measure blood pressure, instruct candidates to fill out questionnaires, take photos on the spot, and timely announce activities. Zhang X: Cooperate with property management on site, measure blood pressure, instruct the examinee to fill in questionnaires, distribute DM forms outside the community, collect money and issue receipts.
Chen X: Measure blood pressure, instruct the subjects to fill in the questionnaire and show the product introduction.
Wang X: Show product introductions and distribute DM leaflets outside the community.
Chen X: Introduce and demonstrate the shopping process on the website, and guide the consultant to fill in the questionnaire.
Jiang X: Send a DM bill outside the community and broadcast it live.
Cao X: Measure blood pressure, instruct the subjects to fill in the questionnaire and show the product introduction.
Chang X: Show the product introduction.
Yu X: Send DM leaflets outside the community.
Second, the activity process summary
1, activity flow and specific work content
The preparations for this activity began on the afternoon of 19 and on the afternoon of 19 13. All the participants started product knowledge training in the store, mainly understanding the correct use of wrist sphygmomanometer and upper arm sphygmomanometer, and how to answer the questions that the subjects may ask in the process of measuring blood pressure.
Activity summary report
Arrive at the designated place at 9: 30 am on the 20th, and officially start the free blood pressure measurement activity about 10 minutes later. During the measurement, let the subjects rest for about 3 minutes. During the break, introduce the website of the doctor to the subjects and guide them to fill in the questionnaire. After the measurement is completed, send Manji magnetic paste, medical flow Baba propaganda pen, DM flyer, etc. Let the subjects deepen their impression of the doctor.
Next to the free blood pressure measurement activity, there is our product display area. The displayed products are introduced and explained by special personnel for customers who come to consult, and DM leaflets are distributed.
During the activity, a special person distributed DM leaflets on the street outside the community to introduce the medical flow Baba website to passers-by. Arrange a special person to broadcast the game live online.
2. Statistics of activity results
① Expenditure:
Table 1 Activity Expenditure Details
② Sales revenue
③ Fill in the questionnaire.
In the first activity, 40 people participated in filling out questionnaires, of which 4 questionnaires only left their own names; 8. Leave your name and contact information in the questionnaire; Eight questionnaires were filled in carefully, leaving only their names without contact information, and the remaining 20 were qualified questionnaires.
Findings:
Activity summary report
① The target group is older and has a strong sense of self-protection.
The main participants in this activity are people over 50 who are troubled by cardiovascular and cerebrovascular diseases such as hypertension. At the same time, because of their age, they can't operate computers and basically don't buy online by themselves. Children help them shop online or buy medical equipment for them in traditional stores.
With the growth of age, the consciousness of self-protection is enhanced, and I dare not trust others easily for fear of being cheated. Especially people over the age of 60, people of this age are afraid to say privacy issues such as telephone numbers and addresses.
② Using medical devices can improve the quality of life.
In all samples, the proportion of buying medical devices as gifts or giving their own devices to others is large. Nowadays, people's awareness of health care is constantly improving, and more and more people realize the importance of health. Many people have realized that buying medical equipment for relatives and friends or for their own use is the embodiment of improving the quality of life.
③ Online shopping is gradually accepted.
Now, with the popularity of computers, more and more people begin to trust the internet and will not completely contradict what they buy online. Even middle-aged and elderly people who can't buy online can accept their children to buy products for themselves online.
④ The quality of online shopping products is the main consideration.
There are many factors to be considered in online shopping, but people are most concerned about the quality, efficacy and price of the product itself, and less worried about after-sales service. Therefore, when making products in the future, we should do better product factors such as product introduction.
3. Problems in activities
(1) redundant personnel and unclear division of labor.
* * * The number of participants in this activity is 1 1. Except for the driver, all of them told their job responsibilities before the activity, but few people made their job responsibilities clear during the activity, and more people gathered around the free blood pressure measurement activity to help them measure their blood pressure and ask questions. However, the distribution of DM leaflets has not been done better, resulting in too few DM leaflets.
The activity site is influenced by the venue and the number of people who come to consult and participate in the activity. Four to five staff members at the activity site can completely control the whole activity, and the rest are redundant, resulting in a waste of human resources.
② Not familiar with product knowledge.
Other 10 people except the driver participated in the product knowledge training on 19, but only the knowledge of sphygmomanometer was trained during the training, and the rest of the products were not trained too much, resulting in that except Cao X, Wang X and Chang X, the rest of the people only knew some products that they usually contacted more, but were not familiar with other products at all, so they could not answer professional questions when introducing them to customers.
Activity summary report
③ The design of DM leaflets and questionnaires is unreasonable.
When designing DM flyers, we only consider the introduction and promotion of the website, so we ignore the introduction of the physical store. As a result, customers will not surf the Internet at the event site and do not believe in online shopping. They need to know the address of the physical store, but there is no detailed introduction on the DM flyer.
When designing the questionnaire, I hoped to get more online shopping needs of middle-aged and elderly people, but I didn't take into account the actual situation accepted by middle-aged and elderly people, which led to the complexity of the questionnaire for middle-aged and elderly people, and most people simply couldn't understand it.
④ Explain the problem of product selection.
There are many kinds of products displayed in this activity, which are sold well on the website and offline, but the actual situation of the community has not been carefully screened. Therefore, only sphygmomanometer, massage stick, cupping and other products are sold during the activity. However, there are few products such as blood glucose meter, hearing aid, Nuohe pen.
⑤ Webcast is not in place.
In the process of this activity, professional promoters were arranged for live webcasting. However, due to the poor communication between the sponsors, event leaders and planners, the understanding and expected results were not uniform, which led to the complete failure of the live broadcast of this event. On-site activities have not been well promoted on the internet, and have not formed a potential on the internet. Let the target audience of this activity be limited to people near California Garden Community, and not let others in Chongqing know and participate.
Third, the improvement of later activities.
Although this activity did not achieve the expected promotion effect, it still achieved certain results. Through this activity, we can sum up some experiences for reference and improvement in future activities.
1, streamline personnel, clarify responsibilities and rationally divide labor.
In the later activities, the control rights of personnel should be reasonably distributed. The total number of people in an activity is about 6, of whom 2 are responsible for free blood pressure measurement, 2 are responsible for introducing and displaying products, and the other 2 are responsible for distributing DM leaflets outside the community.
2, show the products carefully selected
Through the customer's consultation and feedback on the products exhibited in this activity, users of sphygmomanometer, massage products, foot bath, cupping, wheelchairs and other products consulted more. Especially massage products and sphygmomanometers are not only concerned by middle-aged and elderly people, but also by many young people.
Wheelchairs and oxygen generators are also consulted. Because we only show and only bring one product, the inquirer has no more choices and loses many customers.
For blood glucose meter products, many customers remain skeptical about blood glucose meter products because the blood glucose meter cannot be tried out, and the purchase demand is not obvious.
Many customers will ask for a trial when consulting, and massage sticks and sphygmomanometer products are purchased after trial.
Activity summary report
In this form of display, community residents believe in the products on-site trial sale.
Therefore, in the later activities, hearing AIDS, sphygmomanometers and massage sticks can be tried for free, so that more customers in need can trust the quality of the products more.
At the same time, wheelchairs and oxygen generators can properly display several products of various grades, forming a large-scale visual impact and allowing customers to increase more choices. Foot bath tub, massage cushion, cupping, massage stick and other products are the key display products.
3. Be familiar with the product and company information before the activity.
In the early stage of the activity, determine all the products that need to be displayed and sold. Everyone who takes part in the activity must be familiar with the product knowledge, not simply know how to use and understand the function, but simulate the customer, stand in the customer's position, consider the questions that the customer will ask as much as possible, and come up with the answers to the questions.
In addition, you should also know and be familiar with physical stores and websites. When measuring blood pressure for customers, it is necessary to introduce websites and physical stores that are full of medical care, so as to deepen customers' understanding of medical care.
4. Redesign the DM form and questionnaire.
When designing the DM leaflet again, we should first consider integrating the introductory contents such as the address of the physical store, photos of the physical store, and branches into the DM leaflet. Because more middle-aged and elderly people have low trust in the network, it is best to introduce it with the website to increase trust.
Thirdly, add more product categories in the DM leaflet, so that the audience who read the DM leaflet can know that Medical Flow Baba is a comprehensive website for medical devices.
The design of the questionnaire should be more concise and clear, so that middle-aged and elderly people can understand it quickly. When designing the questionnaire, privacy questions will be displayed at the bottom of the questionnaire to eliminate the resistance of the respondents.
5. Increase publicity.
Before and after the activity, the activity will cooperate with the promotion group to create momentum for the activity online, let more citizens know about the activity through various means, and let people outside the activity site take the initiative to participate in the activity.
In the later stage of the activity, it is also necessary to publicize the activity and promote it on the internet, so that the majority of netizens can feel the lively atmosphere at the event site and recognize the social responsibility of Baba Online Mall.
Four. Activity income
Through this activity, all the participants learned about the characteristics of many products and customer groups. Especially for the staff of the e-commerce department who sit in the office facing the computer every day, face-to-face communication with customers is very valuable and convenient for future user experience.
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