First, the purpose of opening activities:
1. Establish the public image of the store and win the attention of major media.
2. Gather popularity through opening activities, show Beyak's brand-new image and enhance its popularity.
3. Strengthen the local influence of Beyak Store and promote sales through opening activities.
4. Attract the attention of the public and the media through unique activities and improve the communication effect.
Second, the early publicity plan:
The success of opening activities depends on whether the pre-publicity is in place. Only by doing a good job of early publicity can we ensure the success of the opening activities. We should have this awareness ideologically, and we would rather postpone the opening of the business than be careless in the early publicity.
The way and specific operation of pre-publicity:
1, community home promotion:
This is the most direct and effective means of operation, but it is also the most complicated method. Specific operation:
(1) Divide the publicity into two publicity groups with more than two people in each group. If conditions are limited, one person can work in a group. The purpose of the publicity group is only to find and track customers, understand the details and needs of prospective customers, and finally guide customers into the opening scene through one-on-one publicity with customers two weeks before the opening.
(2) Divide the buildings in counties and cities, and basically realize balanced distribution. Each group is responsible for a region and carries out its work. Competition between the two groups, the competition index is the number of customers who guide into the store and the number of customers who sign the bill. Give recognition to outstanding performance, such as cash reward, business personnel inspection and retention. According to the sales volume of each group, take commission and other measures to mobilize the enthusiasm of sales staff.
(3) Contents of door-to-door promotion: company profile, product introduction, detailed introduction of opening activities, basic information and wishes of customers, and invitation to enter the store. It is worth noting that after knowing the situation of prospective customers, we should collect, sort out and track them, and keep in touch with the shopping guide to find a suitable starting point to prepare for the rapid signing of the bill when opening. The day before the opening, the salesman should communicate with the prospective customers by telephone to confirm that he will come to the store to participate in the opening activities.
2. Newspapers with leaflets: The leaflets should be clearly designed and the theme of the activities should be obvious. Production should reflect the grade of the brand. Never print leaflets in red and yellow, there is no grade.
Release content:
A. Information of class commencement: time, place, position, appointment telephone number (advance appointment can be provided).
B. Contents of preferential activities
C, enterprise-related information, mainly cultural connotation.
D. Information about the participation mode of the lottery and the distribution of gifts.
Function: The newspaper has the most direct publicity effect, wide publicity coverage, comprehensive information and clear target customers. The stunt will inevitably attract the public's attention and be willing to participate in the activities held when the new store opens, thus achieving the publicity effect.
Entrained media: ×× newspaper
Number of publications: × 10000 copies
Release date:
3. newspapers,
Temporary notice of TV media: publicity is carried out within one week before the start of the event, which is generally a temporary centralized publicity. Creating motivation is crucial.
4. SMS platform opening notice: it doesn't need to fly all over the sky, but it can be sent in the form of satellite positioning, with the focus on all development buildings and building materials markets. Which is location transmission.
5, of course, in line with the local actual situation, you can also take other effective methods to promote.
Third, the design of publicity content of opening activities:
First of all, we need a product with a relatively low price to attract customers and detonate the market. This price needs special emphasis and eye-catching At the same time, the design of promotional content should be relatively lively, such as price discounts and promotional gifts. And even take lottery, lottery and other ways.
Four. Create an atmosphere for the opening ceremony:
Arches, colorful flags, carpets, hanging flags, balloons, Yi Labao, flower baskets and other traditional ways can be used. The momentum must be great, such as making ten arches, lined up and so on. In order to really create an atmosphere. At the same time, the gifts should be placed with momentum and piled up in a big pile, giving people the feeling that there are many gifts and they are very valuable. One of the purposes of roadshows is to attract the attention of customers who come to visit and find the location accurately; In addition, it can attract the attention of all citizens and even the media. It is also a supplement to the atmosphere of the scene.
1. terminal layout: (reference)
(1) Adjacent blocks (in the building materials market): Announcement of Layout of Adjacent Streets and Urban Main Roads.
(2) Outside the store:
"Outside the door, there is a sword flag marked with the corporate logo.
"Put a balloon in front of the door.
"Set up a big arch outside the door.
"Set up a large theme exhibition board in front of the store to release the theme of the event.
"Building hanging giant color vertical standard.
"The door is decorated with balloons and flowers.
(3) In-store
"A reception desk clearly marked with the corporate logo was set up at the gate, and promotional materials were presented to the participants.
"Set the hostess and shopping guide.
"Set up a guidance system, and set up signs that clearly mark the corporate identity.
"There is a popular flag hanging on it.
"The relevant areas in the store have set up rest areas, equipped with service personnel, and distributed gifts and promotional materials.
"Set up a business publicity desk at relevant locations in the store to display related gifts, promotional materials and souvenirs, and provide consulting services.
In terms of terminal layout, we will be consistent with the theme of the opening ceremony, but no matter what theme is used for publicity, our company will strive to be "serious, meticulous, serious and comprehensive" in the venue.
2. Specific layout: (Reference)
–Printed forms and pens are arranged in the small gift distribution office: register some personal information of the customer (name, work unit, home address, contact telephone number (please fill it in after receiving the gift).
–Sign-in desk/pen and paper.
–Tables and chairs
-Gift Beyak exquisite portable paper bag 200
–-Beyak promotional materials 200
–colored hydrogen balloon (Beyak logo) 200
Small gift: 200 exquisite advertising pens by Beyak.
–Beyak exquisite notebook, one-piece Beyak porcelain cup for designers.
–Unified allocation of employees and other souvenirs
1 Red Ribbon (Bayak Floor-More than luxury, glory at home)
2 breastplate
3 pieces of Beyak shopping guide clothes
–guest 1 corsage 6
3. ribbon-cutting ceremony: (reference)
? (Basic contents: Opening Ceremony-Leaders' Speech-Ribbon Cutting-Cultural Activities and Other Professional Performances-Drawing lots for participants-Banquet for some VIPs (at the same time as drawing lots))
? Celebrations:
? The opening ceremony is tentatively scheduled to be held in the store at ×××× on the morning of ×××× 200. (If there is no suitable venue, the company can rent other squares or hotels.)
? —— At 9: 30, the music at the venue was loud, the colorful flags were fluttering, the welcoming guests, the military band, the lion dance team and the hostess were in place, and the staff were ready for work;
? —— At 9: 40, company leaders and guests entered the venue one after another. The hostess signed in the guests, put on flowers and led them to their seats. The hostess waited at the entrance to prepare for the leading role.
? At 9: 55, the master of ceremonies (inviting the host) announced that the celebration was about to begin. Please be seated, leaders, guests and all participants in the celebration.
? -10: 00 The celebration officially started, and the ceremony master recited the opening remarks of the master of ceremonies; (In-store signing starts at the same time)
? -The master of ceremonies read out the list of the main guests attending the celebration;
? -The master of ceremonies announced that the opening ceremony of Bayak's flagship store began! (10 second);
? -Celebration emcee invited the military band to play a song;
? -MC announces: ×× Go ahead; (company leader);
? -MC announces: ×× Go ahead; (VIP)；
? -The ceremony master presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests to their positions;
? -MC invited Beyak, the general agent of Jiangxi, to preside over the cutting ceremony.
? -The leaders of Beyak Club announced the opening of the flagship store of Beyak! (Leaders and guests cut the ribbon! )
? -At the moment when the ribbon was cut, the music was loud, fireworks were flying all over the sky, dragons and lions danced, and the celebration reached its climax;
? -Various colorful performances, such as aerobics and Latin dance. (Roadshow activity begins)
? -Celebration emcee announced: Banquet for distinguished guests!
? -In the song "Master of ceremonies",
? Celebrate.
Verb (verb's abbreviation) Training and arrangement of opening personnel:
On-site billing personnel should be arranged in place, in addition to the billing page, but also responsible for maintaining on-site order. It is best for the salesman who entered the community in the early stage to deliver the bill. They can eliminate the strangeness of customers who have already advertised, directly guide these customers into the store, and make psychological preparations for signing the bill, with a high success rate. Shopping guides must be trained, and it is best to get married and decorate at home, and have enough decoration experience. The number of shopping guides should be sufficient. Logistics personnel should also be in place.
Six, on-site control:
Worries about the weather; Hydropower layout; Special persons in different product fields are responsible for the preparation and supplement of relevant materials.