Celebration activity plan 1 I. Activity background
Tianchen Sports has entered the market for nine years. "Nine" has a special meaning to people, and nine means "long". In the east, nine is the emperor's number, and in the west, nine is considered to be the closest number to divinity. Therefore, Tianchen Sports will take this festive day to hold a series of celebration activities to give back to old customers and give preferential treatment to new customers.
Second, the theme of the event
Brilliant nine years, eternal integrity! Tianchen Sports Ninth Anniversary Celebration
Third, the activity time
20xx July 18-20xx August 8th
Four. Activity content
1. For the old customers, launch the activity of "making a profit for nine years and being grateful for the return".
Old customers successfully introduced a prospective customer and bought products during the activities from July 18 to August 8, 20xx. You can get a gift (yoga mat, pedicure basin, badminton racket, table tennis racket, fitness wristband, etc.). ). (or other small products)
2. For new customers, launch the preferential activities of "benefiting for nine years and being grateful together".
During the 1) activity, new customers can enjoy a 6.5% discount when purchasing products.
2) During the activity, new customers can not only enjoy discounts when purchasing products, but also receive one of them (yoga mat, pedicure basin, badminton racket, table tennis racket, fitness wrist strap, etc. ). (or other small products)
3) Home computers only.
Celebration plan 2 I. Retail market situation
The whole retail market is highly competitive. Red Sun, Good Day and Fidelity carve up the market, and some small convenience stores and warehouse stores constitute Cangzhou retail market.
Good days are mainly convenience stores, usually around communities and schools. They take "convenience" as the core concept and gain market share through the continuous coverage of the network.
With good brand effect and unique corporate culture, Fidelity has continuously extended its products on the basis of the beauty industry. From daily necessities to furniture, the business scope of Fidelity Supermarket is more and more extensive.
Red Sun Supermarket is mainly a large-scale storage supermarket, which mainly attracts customers with the core concepts of "good quality and low price" and "one-stop shopping".
In the past two years, with the development of Haorizi and Fidelity to warehouse supermarkets, the advantages of Red Sun are not obvious, and good quality and low price are not just the patent of Red Sun. Therefore, we must look for new opportunities and reshape the brand concept in order to win one battle after another in today's increasingly fierce competition.
Second, the opportunity point of the red sun
Although Haorizi and Fidelity Supermarket have developed rapidly in the past two years, they have not realized or found the long-term development path of their own brands, that is, the shaping of the concept of "brand long-term interests".
To put it simply, it is how to make employees truly integrate into the enterprise and make the enterprise their home under the condition of continuous improvement of the internal system of the enterprise. Only in this way can enterprises achieve long-term development. This is also a very important content of corporate culture construction.
The theory of evolution tells us that the integration of Cangzhou retail industry is a matter of time. Whoever first realizes and finds the concept of "brand long-term interest point" will win the Cangzhou market and even the national market.
This year marks the third anniversary of Red Sun Supermarket. It can be said that this is a good opportunity. If we can make full use of this opportunity, do a good job in publicity and do what we should do, then we will not be far from achieving the goal of leading the retail industry in Cangzhou.
The third anniversary is of course the third birthday of our Red Sun Supermarket. As the planning of this activity, our starting point is also here, refining and shaping the concept of "brand long-term interest point" of Red Sun through "birthday".
This is a series of activities derived from "looking for the son of the sun" and the concept of "sun family" finally put forward, and it is also the highlight of our planning this time.
Third, planning ideas.
Through the above analysis of the problems and opportunities, we have determined the general idea of this activity.
In order to better demonstrate the corporate culture of Red Sun, on the occasion of the third anniversary, we will further enhance the corporate popularity and reputation of Red Sun Company, and combine the advantages of integrating various means of communication to achieve the maximum effect with the least communication cost.
How to keep the dominant consumers and let them keep buying, so as to become loyal customers of this supermarket, is a headache for every business. With the intensification and escalation of competition, consumers have more choices. We can't stop consumers from choosing, but we can let consumers choose for themselves.
What should we do?
Only when we made up our minds to connect it with three-year-old children on the third anniversary of the opening of Red Sun Supermarket, did we have the activity of looking for "children of the sun"-three-year-old children of Red Sun Supermarket-Amanome, and searched for three-year-old children of Red Sun on a large scale in Cangzhou City, connecting employees, consumers and partners of Red Sun into a red line, forming a huge family. In this family, the red sun supermarket connects us together. In this big family, we all have our own careers, but when we are tired and happy, we will never forget our common home-Red Sun. What should we do as a family? Love each other! * * * Support this beautiful home together.
Through the shaping of this home, consumers, employees and our partners are closely linked, which can effectively improve the visibility and reputation of enterprises, and more importantly, lay a solid foundation for the orderly development of Red Sun.
Our purpose is not only in an activity, but more importantly, to shape and enhance the spirit of the red sun.
In order to do this work well, we also designed a series of activities, such as the birthday party of "Son of the Sun" or, more accurately, the family party of "Sun Family". It better embodies the meaning of "enthusiasm, youth, vitality and happiness" of the red sun.
Coupled with strong commodity promotion activities and rich literature and art promotion activities, the celebration of the third anniversary of the Red Sun will surely become a grand festival celebrated by the whole "Sun family".
The whole plan is organically combined, and each part is independent and organically combined, interlocking, giving play to the effect of 1+ 1 > 2.
IV. Purpose of the activity
Through this activity, with the help of celebration activities, the corporate image of Red Sun Supermarket will be comprehensively enhanced, the brand awareness and reputation of the enterprise will be enhanced, and the purpose of promoting sales will be achieved.
1, enhance corporate image
2, improve the enthusiasm of employees within the enterprise and the sense of responsibility for the enterprise.
3. Create a rich and elegant shopping environment through in-store display.
4, through promotional activities, to achieve the purpose of promoting enterprises and promoting sales.
5. Highlight the festival and grand celebration of this supermarket.
Verb (abbreviation of verb) Location: Red Sun Supermarket Xinyi Community Store
Activity time of intransitive verbs: May 20xx 1-27.
Seven. Theme: Love each other, Red Sun family.
Eight. Activity form: integrating various factors such as promotion, advertising, public relations activities and in-store image design.
The overall arrangement of verb (verb's abbreviation) activities
(1) Find Sun's son through the evening paper and flying words on TV, and inform Red Sun of its third anniversary celebration and promotion activities.
(2) In-store image design
The overall design is concise and lively, highlighting the celebration. The slogan "Love each other as one family" contains the following visual factors.
1, in-store poster
2. lanterns
3, cloth label
Step 4 hang the flag
5. Poster
6. Staff roster (posted internally)
(3) Promotion
1. All customers who shop on the day of the celebration can get a small gift (the small gift should be practical and easy to spread, marked with the words "the third anniversary of the red sun", and small gifts such as key chains or activities to collect red sun mascots can be considered).
2. Cultural performances. During the performance, the introduction of red sun enterprises was interspersed, and there were questions and answers. Anyone who answers correctly can get a gift.
3. Consumers who spend more than 65,438+000 yuan on shopping can participate in the Lucky Wheel and get corresponding prizes. Prizes, especially grand prizes, must be attractive.
(4) Promotion of various businesses
(5) Son of the Sun's birthday party
Children who are chosen as sons of the sun, parents, outstanding employees of enterprises, partners, etc. You can participate and invite reporters to follow up and interview to expand the influence of the event.
After the activity, the son of the sun will get a certificate, and the certificate can enjoy the annual shopping discount of Red Sun Supermarket (the son of the sun can be the image ambassador of the red sun, and let the public pay attention to the red sun through long-term attention to the image ambassador).
Activity flow of intransitive verbs (including newspaper design, interior decoration, main color, poster, flag flying, activity arrangement, etc.).
Seven. Effect evaluation
1. Create a festive and comfortable shopping environment for consumers through the layout inside and outside the store.
2. Promote consumers to increase consumption through promotional activities.
3. Public relations activities further enhance the popularity and reputation of Red Sun, and create and enhance its sustainable competitiveness.
4. Provide another effect evaluation scheme.
The third part of the celebration plan I. The planning purpose of the celebration.
The purpose of anniversary celebration is to increase brand influence and enhance popularity and reputation; Enhance image and increase competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve the service consciousness and work enthusiasm of all employees; Show the cultural background and further enhance the corporate culture; Increase sales and profits; Lay a good foundation for future development.
Second, the planning time of celebration activities
From XX, XX to XX, XX, XX, * * is 10 days.
III. Planning location of celebration activities: XXXX
Four. Participants in celebration planning: all staff, new and old customers.
Verb (abbreviation of verb) Celebration planning theme: enhance customer satisfaction, enhance employee cohesion and expand brand influence.
Content of intransitive verb celebration
I) external customer activities
1, discount promotion
1) launch a special dish every day, and don't repeat the sample every day.
2) Add some dishes according to the customer's order. If the current consumption is over 100 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes;
3) Discount, which is a magic weapon to rapidly increase sales. It is suggested to appropriately discount to stimulate consumption.
Step 2 give gifts
There are plans to distribute souvenirs and small gifts to enhance the sense of closeness with guests and expand publicity. The unified printing of some commemorative souvenirs requires compactness, practicality, beauty and generosity, such as signature pens, balloons, lighters and hats. , according to the table for distribution.
3. Lottery activity-"Taste delicious food, win the grand prize and visit Guangzhou"
Customers who spend more than 150 yuan on the day of the celebration from X to X can participate. Each store has two first prizes to reward "Guangzhou One-Day Tour", which is organized in a unified way, and the accommodation and transportation of the winning customers are completely free; Second prize 1 1, red envelope 1, cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.
2) Internal employee activities
1, service event
Each store held a mobilization meeting; Hold a "service contest" among waiters, set up a special page in the lobby, award "the best service star of the day" every day, and give material rewards;
2. Internal essay-"My Choice-XXX"
Requirements:
1) The theme revolves around what happened in Weishan Lake, which can be work experience, feelings, opinions, messages, etc.
2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.
3) The deadline is X month X day. I hope all the staff will contribute actively.
The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.
Seven. Promotion of celebration activities
In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make our own market positioning and target customer orientation reasonably, and choose the media to place advertisements reasonably. We should not pursue coverage unilaterally, resulting in the waste of advertising.
1) External advertising promotion
1. Advertise outdoors in places where people are concentrated, such as railway stations and bus stops.
2, newspaper XXX, local TV stations should also carry out publicity.
3. Distribute leaflets.
4. Online promotion (electronic coupons, etc. ).
2) Internal product promotion
1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.
2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.
Mid-Autumn Festival is a good time for nourishing, so it is suggested to introduce nutritious and nourishing high-grade dishes.
3) Publicity of corporate culture
1. Take the store celebration as an opportunity to publicize corporate culture to consumers and enhance their influence among target consumers. During the celebration, a large-scale publicity board was set up, and spiritual slogans, landscape pictures, hot pot production process, picture materials, employee messages and so on were posted. Let customers take "eating" as a kind of enjoyment and forget to come back.
2. Atmosphere, including lighting, sound, posters, POP, etc.
Eight, the celebration site layout
1. Preparation of site layout conditions
Hydrogen balloons, banners, mascots, large posters, leaflets, display boards, POP (various posters), hostesses, souvenirs, etc.
2. Off-site effect
Hydrogen balloons are flying banners in the air; The mascot waves to you warmly; Outside the building, display big banners to remind people of "XX anniversary celebration" and preferential items, as well as banners to congratulate suppliers; Set up a high-precision ink-jet shop celebration signboard at the entrance; Miss etiquette distributed souvenirs for the celebration; The whole show a jubilant atmosphere. Create a simple and tasteful holiday atmosphere, and consumers will be attracted by this atmosphere as soon as they pass by the door.
3. In-store live effect
The waiter is neatly dressed, smiling and enthusiastic; The front desk service is meticulous and patient; Ground light can be used as a guide; The tables and chairs are spotless; All kinds of publicity materials are very nice; The lights are bright and soft; Music is like high mountains and flowing water; Green bonsai is pleasing to the eye; Customers can enjoy first-class service and all-round sensory enjoyment of sight, hearing, touch and smell from the moment they enter the store. After eating, you can also participate in the lucky draw and send souvenirs.
Nine. cost budgeting
1, hydrogen balloon 1500 yuan.
2. souvenir 1000 yuan
3. Banner 200 yuan
4, promotional materials poster 500 yuan
5. A one-day trip to Guangzhou costs 2200 yuan.
6. Internal competition 1650 yuan
7. Advertising fee 10000 yuan.
8. Total 17050 yuan.
X. effect analysis
1, publicity, five-store joint celebration, huge momentum, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.
2. The appearance inside and outside the store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers.
3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.
4. Increase turnover through sales promotion.
This activity is large in scale and relatively low in cost, which can achieve twice the result with half the effort and form a big sensation effect.