The first part: the planning scheme of new product launch conference
Press conference, also known as press conference. Enterprise new product launch conference is a press conference held by enterprises to launch new products, and journalists from various news media are invited to participate. Enterprises hold new product launch conferences, mainly to report important achievements and information of new products to news organizations. Therefore, the news released at the new product launch conference is of great value to the product and product image, organization and organization image, and the selection of advanced figures and important figures. For enterprises, it is very important to formulate the process of new product launch. Because the new product launch is related to future sales, fair and even wonderful process planning will have a positive impact on the launch of new products. The following Shanghai Jingjue Culture Communication Co., Ltd. summarizes the new product launch process for you, hoping to provide some reference for enterprises to formulate the new product launch process.
I. Preparations for the new product launch conference of the enterprise (for Shanghai Jingjue Culture Communication Co., Ltd.)
There is a lot of preparation work to be done in preparation for the press conference, the most important of which is to choose the opportunity, arrange personnel, invite journalists, arrange the venue and prepare materials.
1, timing selection
Before determining the time of the new product launch, we should make two points clear: first, determine the value of the new product news release, that is, demonstrate whether the new product has the news value of calling reporters to report, and choose the right news? Start from scratch? . Second, the best time to confirm the urgency of new products.
If the launch of new products is determined based on the above two points, it is necessary to choose the appropriate time: to avoid holidays, major local events, and other units' launch conferences, and to avoid conflicts with the focus of news reports or collisions. The right time is the guarantee of the success of the new product launch.
2. Staff arrangement
The key to the personnel arrangement of the company's new product launch conference is to choose a good host and spokesperson. The host of the conference shall be the public relations minister, office director or secretary general of the organizer. Shanghai Jingjue Culture Communication Co., Ltd. summarizes its basic conditions as: handsome, young, well-informed, flexible, fluent in language, humorous, good at grasping the overall situation, guiding problems, controlling the venue, and rich experience in presiding over meetings.
The spokesman is the main person in charge of the unit. The basic requirements for him are not only good reputation in the society and harmonious relationship with the press, but also good cultivation, profound knowledge, sensitive thinking, eloquence and courtesy.
The new product launch will also select a group of etiquette receptionists to be responsible for the on-site work of the launch, generally by good-looking, serious and responsible young women who are good at socializing. It is worth noting that all the staff attending the meeting are required to wear the same badge made in advance, and the name, unit, position and position should be clearly written on the badge.
3. Invited by reporters
The scope of journalists attending the new product launch conference should be determined in advance, depending on the topic scope or activity location. Generally speaking, participants should be journalists and public representatives related to specific events. When an organization announces a piece of news in order to improve its reputation and expand its influence, it usually invites more news organizations. Shanghai Jingjue Culture Communication Co., Ltd. should invite news organizations with great influence, fair reporting and good reputation as soon as possible when summing up the invitation. If the events and news only involve a certain city, generally only local journalists can be invited to participate.
In addition, after confirming the invited journalists, it is best to send an invitation one week in advance and call to remind them before the meeting.
4. Venue layout
In addition to the location of the company or event, the new product launch conference can be held in a hotel or a hotel. If you want to get rich, you can hold it in the capital or a big city. The meeting place should have convenient transportation, comfortable conditions and appropriate scale. It's better to use a round table than a rectangular one. Everyone is in a circle, the atmosphere is harmonious, and the guest and the host are equal. Of course, this only applies to small meetings. Seats should be reserved for the podium, journalists and guests at large-scale meetings.
5. Material preparation
Before the new product launch, Shanghai Jingjue Culture Communication Co., Ltd. concluded that the organizers need to prepare the following materials in advance: 1. The outline of the speech. This is a summary of the official speech made by the spokesman at the press conference. It should stick to the theme and embody the principles of comprehensiveness, correctness, vividness and authenticity. The second is the outline of the topic. In order to make the speaker behave freely when answering questions formally on the spot, an outline of questions and answers can be formed on the basis of guessing the main questions that the speaker asks for reference. The third is the report outline. A report outline based on relevant data, pictures and materials must be carefully prepared in advance, carefully printed and provided to reporters at the press conference. In the outline of the report, the name and contact information of the unit should be listed to facilitate future contact. The fourth is to visualize audio-visual materials. Participants can use these materials to improve the effect of the meeting. Including: charts, photos, objects, models, recordings, videos, movies, slides, CDs, etc.
2. Etiquette in the process of launching new products (for Shanghai Jingjue Culture Communication Co., Ltd.)
1, sign in for the meeting.
It is necessary to do a good job of signing in the press conference, so that reporters and guests can sign their names, units, contact information and other contents in the pre-prepared sign-in book. After the reporters and guests sign in, they will guide the participants to their seats according to the prior arrangements.
2, strictly abide by the operating procedures
To strictly abide by the meeting procedures, the host should give full play to the role of the host and organizer, and announce the main contents of the meeting, the scope of questions and the meeting time, which should generally not exceed two hours. The host and spokesman should not speak for too long, which will affect the reporters' questions. The questions raised by reporters should be answered one by one, and there should be no conflict with reporters. The host of the meeting should always grasp the theme of the meeting and maintain the order of the venue. The host and spokesman should not meet reporters alone or provide any information before the meeting.
3. Pay attention to mutual cooperation
At the press conference, the host and the spokesman should cooperate with each other. To this end, we must first clarify the division of labor, perform their duties, and do not promise to intervene. During the press conference, the host and the spokesperson usually have to keep the same caliber and disagree with each other openly. Shanghai Jingjue Culture Communication Co., Ltd. concluded that when some questions raised by reporters are too sharp to answer, the host should try to change the subject so as not to embarrass the speaker. When the host invites a reporter to ask a question, the speaker usually gives the other person an appropriate answer, otherwise, it is impolite to both the reporter and the host.
4. Sincere and proactive attitude
We should pay attention to the attitude towards journalists from beginning to end, because the quality of receiving journalists is directly related to the success or failure of news media. As a reporter, I hope the receptionist will respect him and understand his news media and his works. I also hope that the receptionist can provide work convenience, such as a news with publishing value and an arrogant angle that is conducive to taking pictures. I must be gentle and polite.
Third, the aftermath of the new product launch conference (for Shanghai Jingjue Culture Communication Co., Ltd.)
After the press conference, the organizer shall carefully evaluate the aftermath within a certain period of time, mainly including:
1, sorting out meeting materials
Sorting out the meeting materials is helpful to comprehensively evaluate the meeting effect and provide reference for similar meetings in the future. After the meeting, it is necessary to sort out the minutes of the meeting as soon as possible, review and summarize the work of the organization, arrangement, hosting and answering questions of the meeting, learn from them and find out the shortcomings.
2. Collect feedback from all parties.
First of all, we should collect the overall reaction of the participants to the meeting and check whether there are any problems in reception, arrangement and service, so as to improve it in the future. Secondly, we should collect the feedback from the press, find out how many people from the press who attended the meeting published articles for this press conference, and make a classified analysis to find out the tendency of public opinion. At the same time, we should check all kinds of reports, and if there are reports that are not conducive to the organization, we should deal with them well. If you find incorrect or distorted reports, you should take immediate action to explain the truth; If the problem is caused by your own mistakes, you should accept it humbly and apologize through news organizations to save your reputation.
The second part: the planning scheme of new product launch conference
I. Purpose of the event
1. Carefully create the China * * Fashion Festival, strive to enhance the overall image of China * * at home and abroad, vigorously publicize the fashion trend of China * *, and deeply discuss the development prospects and countermeasures of the * * industry;
2. Create a new era of * * quality, put an end to cutting corners, strive to improve the credibility of * * quality, effectively stimulate * * consumer demand, and push China * * to the world;
3. by signing? Sanya Declaration? , established? China * * Integrity Alliance? .
4. Effectively shape and promote Sanya? Fashion, beauty and romance? City image, vigorously promote the development of tourism in Sanya.
Two. Elements of activity
1. Activity name
China **20xx New Product Launch Conference and Development Forum
2. Time and place
20xx65438+1October 9th? Howard Johnson Guoguang Hotel Sanya Hainan 10
3. Activity theme
? China * *? Welcome the arrival of the boutique era?
4. Participants (about 200 in total)
(1) leaders of national trade associations, (2) leaders of Hainan Province and Sanya City, (3) representatives of famous domestic and foreign manufacturers, (4) domestic and foreign jewelry experts and scholars, (5) celebrities and special guests, (6) media reporters.
Three. organization structure
1. Organizer
Main office: China Jewelry and Jade Jewelry Industry Association
hainan provincial department of commerce
the people's government of sanya city
Fashion media group
Organizer: Sanya Hairun Jewelry Co., Ltd.
Bazaar jewelry magazine.
New silk road model agency Guangzhou branch
Beijing jianan credit cooperative culture development co., ltd
Hainan * * Culture Film and Television Communication Co., Ltd.
2. Organizing Committee (personnel and positions may change)
Honorary officer:
Sun Wensheng, former Minister of Land and Resources, President of China Jewelry and Jade Jewelry Industry Association, and Deputy Director of Agriculture and Rural Work Committee of National People's Congress.
Jiang, member of the Standing Committee of Hainan Provincial Party Committee and secretary of Sanya Municipal Party Committee.
Li Guoliang, Vice Governor of Hainan Provincial People's Government
Director:
Sun Fengmin, Vice President and Secretary General of China Jewelry and Jade Jewelry Industry Association, and Deputy Director of Jewelry and Jade Jewelry Management Center of Ministry of Land and Resources.
Pei Zhen, Director of Hainan Provincial Department of Commerce
Wang Yongzhong * * * Deputy Secretary and Mayor of Sanya Municipal Committee
Executive Director:
Li Baiqing, Vice Mayor of Sanya
Li Longsheng, Director of Hainan Provincial Department of Commerce
Co-President of Liujiang Fashion Media Group
Secretary general:
Shi Deputy Secretary-General of China Jewelry and Jade Jewelry Industry Association
Zhang Shizhong, Chairman of Sanya Hairun Jewelry Co., Ltd.
3. Work organization
The Organizing Committee will set up nine functional working groups, including overall operation, liaison reception, news propaganda, conference production, forum, new product release, golf tournament, finance and safety, to prepare for the tournament, and entrust professional cultural companies to operate it.
Four. Support for the media
1. Network media
China Jewelry Network, Jiuzuan.com, Sina.com, Netease, Sohu, Tencent.com, Yahoo China, China.com, Xinhua.com, HNA Online, Century Frontier, Katie Community, Tianya Community, etc.
2. Print media
Fashion, Bazaar Jewelry, China Business News, Changjiang, CBN, 2 1 Century Business Report, Golden Card Life, Premium UP, Xinhua Airlines, Oriental Women, Ruili, Fashion, China Clothing, New Modern Pictorial, Wing of China, ELLE, Rainbow, Jinghua Times, Hainan Daily, Sanya Morning News, Haifeng Xiaoyao, etc.
3. Television media
CCTV, Beijing TV, Hainan TV, Travel Channel, Sanya TV, Phoenix TV, etc.
4. Industry media
Gems, Jewelry and Fashion in China, Jewelry Fashion at Home and Abroad, China Gold News, etc.
Verb (abbreviation of verb) special event
1. Welcome Dinner of Sanya Municipal Government? Please come to the ends of the earth
Give all guests an elegant welcome with local characteristics, and arrange speeches by relevant leaders and cultural performances with ethnic customs.
1) The host made an opening speech and announced the start of the welcome dinner;
2) Introduce the main leaders and guests present;
3) Welcome speech by leaders of Sanya City;
4) Speech by leaders of trade associations;
5) Free meals;
6) The leaders of the host, contractor and co-organizer propose a toast;
7) Music accompaniment performance;
8) The host announces the next day's activities.
2. China Sanya Declaration Signing Ceremony.
In order to gradually enhance the image of China * * market, establish the brand position of China * * market, strengthen the self-discipline of China * * industry, cultivate the soft culture of China * *, promote the ecological environment protection of China * * growth, and enhance the sustainable development ability of China * * industry, the Sanya Declaration is formulated.
The participating businesses voluntarily sign the Sanya Declaration, and on this basis, they are composed of contracted businesses? China * * Integrity Alliance? This will also be an important achievement of this annual meeting.
3. China **20xx Media Conference
Arrange the leaders of China Jewelry and Jade Jewelry Industry Association, Sanya Municipal Government, Fashion Media Group and relevant leaders of the Organizing Committee, China * * industry spokesperson and China famous actress Ms. Angie Chiu (draft Angie Chiu, dignified in image, elegant in temperament, delicate in skin, round and smooth in pearls, and good in appearance affinity, is a perfect match with the appearance and quality of * * jewelry. ), meet with the media reporters who participated in the event coverage, introduce the Sanya Declaration and the event through online or live TV, and answer questions from reporters.
1) Welcome speech by the host;
2) The Executive Secretary of China Jewelry and Jade Jewelry Industry Association introduced the activities, scale and characteristics;
3) The Deputy Secretary-General of the Association introduced the design style and characteristics of the new products of this annual meeting;
4) Vice Mayor of Sanya briefly introduced the course of fashion brand building in Sanya;
5) Director of Hainan Department of Commerce briefly introduces the development process of Hainan brand;
6) The Vice President of the Association briefly introduces the development direction of China * *;
7) Leaders attending the meeting answered questions from reporters;
8) The host invited journalists to attend the China Development International Forum.
4. China Development Forum TV talk show.
It is planned to invite leaders of tourism channels and jewelry industry, leaders of Sanya City, experts and scholars at home and abroad, and representatives of jewelry manufacturers to discuss the importance and necessity of China * * industry boutique route through TV interviews.
1) The moderator declared the forum open and made an opening speech;
2) The host introduces the main leaders and guests attending the meeting;
3) The delegates delivered keynote speeches;
4) The moderator makes a concluding speech and announces the end of the forum.
5. bazaar jewelry? Win theme dinners and awards ceremonies with fashion.
Hold bazaar jewelry fashion buffet open-air (or indoor) black-and-white dinner, award the annual industry figures, and entertain the leaders, guests, representatives and journalists who participated in this activity.
1) Opening remarks by the host, welcoming leaders and guests from all walks of life attending Bazaar Jewelry Fashion Dinner;
2) Free meals for guests;
3) The host introduces the arrangement of new product release activities;
4) The host reminded the guests to go to the new product release site.
6. China **20xx new product launch conference? Popular classified programs
The famous models of the new Silk Road modeling agency took to the stage in turn, showing the new products of the year and the high-end products of the famous model manufacturers, and introducing the background of related enterprises and brands. The atmosphere and venue required to be displayed are elegant, fashionable and distinctive. After the exhibition, arrange the main leaders, distinguished guests and representatives of publishing enterprises to take photos with the model as a souvenir.
1) the opening remarks of the host and the introduction of the main leaders and guests;
2) China **20xx annual new product release;
3) Main leaders, distinguished guests and representatives of publishing companies took photos with the models.
7. China * * Press Conference (optional)
It is suggested to remove the links that professors introduce the latest news at home and abroad, and open the China * * Forum official website to release the latest industry trends and comprehensive information of the latest products.
1) the opening remarks of the host and the introduction of the main leaders and guests;
2) Introduce the latest information at home and abroad.
Activities and timetable of intransitive verbs (see table below)
date
time
Activity project
location
65438+1Saturday, October 9th
10:00? Twelve o'clock in the afternoon
Guest representatives report for duty
Howard Johnson Guoguang Hotel
18:00? 8: 30 p.m.
? Please come to the ends of the earth? Welcome dinner (group photo)
65438+ 10 month 10
Sunday
10:00? 10:30
China Sanya Declaration Signing Ceremony.
10:50? 1 1:40
Media Meeting (webcast)
12:00? 13:00
Arrange Chinese food for leaders and journalists
15:00? 17:30
TV talk show of China International Forum on Development.
18:00? Eight p. m.
Bazaar Jewelry Fashion Dinner and Awards Ceremony? Win a theme meal with fashion.
20:00? 2 1:00
Chapter 3: Planning scheme of new product launch conference.
First, the market background of new product release
Second, the purpose of launching new products
Third, the style, characteristics and market positioning of new products
1. Is it aimed at old dealers or intended customers?
2. It is suggested that the new products should be piloted in self-operated stores or VIP distribution stores before the exhibition.
3. It is suggested to invite old dealers or VIP dealers and industry celebrities to express their opinions and suggestions on new products.
Four. List suggestions for new products
V. Preparations for the China Merchants Association.
1, investment manual preparation
2. Preparation of invitation letter (target customers are locked in advance) and effective invitation letter.
3. Prepare promotional materials (product manuals, all kinds of promotional materials in the exhibition hall, outdoor advertisements, media and video materials, materials in the factory exhibition hall, materials needed for atmosphere creation, enterprise documentaries, enterprise profiles, and slides for the China Merchants Association).
4. Determine the location, decoration and product display time of the factory exhibition hall and exhibition hall.
5. Selection and determination of investment promotion meeting, training meeting and accommodation place.
6. Preparations for transportation
8. Preparation of competition and training venues and facilities.
9. Prepare gifts or souvenirs
10, preparation of joining contract
1 1, determination of internal cooperation and division of labor.
12, investment policy formulation (store decoration policy support, jewelry policy support; Rebate policy support; Advertising policy support; Support the signing of incentive policies; Annual training policy support; Store opening and annual promotion plan support)
13, factory related personnel training (how to get along well with factory marketers and distributors; Matters needing attention in the reception of factory marketing personnel and what should be understood and satisfied; Eight criteria for selecting dealers; How can factory marketers effectively control dealers? How to sign the bill successfully)
14. Determine the organizers of the training meeting and investment promotion meeting.
Planning of work items during the exhibition of intransitive verbs
1, according to the specific situation to develop customer reception process.
2. Make plans according to the specific conditions of the factory and the atmosphere of the exhibition site.
3. According to the specific situation, formulate the process of visiting the exhibition hall of the specialty store/factory;
4, according to the specific situation to develop training process;
5, according to the specific situation to develop investment conference process;
6. Formulate the signing process according to the specific situation;
VII. Work progress and detailed rules for implementation.
1 How to receive customers
2. Visit factories and exhibition halls
3. Training meetings and investment promotion meetings
Step 4 sign the bill
Step 5: banquet
Step 6 travel
Eight. On-site planning of China Merchants Association
1, corporate promo
2. Guest introduction, help from stars and authorities.
3. Welcome speech by the chairman or general manager of the enterprise and the future development plan of the enterprise.
4. Description of new products
5. Dealer commendation meeting
6. Speech by the dealer representative
7. The Marketing Director announces the investment promotion policy.
8. Start signing the bill
Nine. On-site planning of training meeting and investment promotion meeting
(1), training facilities
1, screen
2. Projectors (film projectors and multimedia projectors)
3. video recorder
4、VCD
Step 5 sound
6. Microphones (wired, wireless, upright, seated and push-button microphones)
7. Laser pen
8. slide projector
9. podium
10, Stage
1 1, cardboard
12, big whiteboard
13, sign-in desk
14, business card book
15, marker
16, pencil
17, letter signing
18, conference tables and chairs
19, distribution frame
20. Color TV
2 1, banner
22. symbols
23. bulletin board
24. Desk card
25.forum
26. Potted plants
27.flowers
28. Background board
30, partition
3 1, lighting
32. Simultaneous translation system
33. Product leasing
(2) Determination of training content
1, the training courseware should be integrated into some contents of the enterprise according to the purpose and actual situation of the enterprise.
2, training courseware should be based on the needs of the target audience to develop an outline to ensure a high degree of unity between the course, the audience and the purpose of the meeting.
(3) Guests attending the training meeting and their speeches.
X. Launch of new product demonstration project
I. Project Organizing Committee
Second, the organizational structure
Three. Responsibilities and division of labor
Fourth, specific work.
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