Mid-Autumn Festival Marketing Planning Model 1
I. Purpose
Sell yourself in a festive atmosphere.
Improve the company's visibility
Lay the foundation for post-holiday popularity.
Second, thought.
Mid-Autumn Festival is a traditional festival in China, which is popular side by side in this city and countryside. This is a good opportunity for all enterprises to try their best to create value. Moreover, the Mid-Autumn Festival is followed by the National Day, and the National Day holiday is a rare promotion opportunity in a year.
The successive arrival of two festivals is a major turning point for us. We must let our customers get some value from us, so the main purpose of our Mid-Autumn National Day activities is to create beer and popularity after the activities. I believe that by strengthening service quality, performance lineup, preferential gifts and external advertising, it will bring consumers a brand-new feeling. It is convenient for our brand image and better spread among consumers.
Third, the website layout
Mid-Autumn Festival and National Day are both traditional festivals of China people. In terms of fabric, it should not be different, but really popular. We should give priority to festive ways and red. In order to reduce the cost of cloth, we may use some Mid-Autumn Festival and National Day, and we should use other scenery.
1, the periphery is mainly elastic, mainly to fill some empty places, so that the whole site becomes fuller and will not appear monotonous.
2. Hanging banners outside the gate: Celebrate birthdays with the whole world and join hands to celebrate the Mid-Autumn Festival. (Some golden balls and VCD discs can be hung around and at the top of the stage to supplement the refraction of light and increase the effect of on-site lighting. )
3. Some lanterns (knife flags \ palace lanterns) can be hung on the surrounding ceiling to render the atmosphere of Mid-Autumn Festival. They can be taken down on National Day and reused during the Spring Festival.
4. On National Day, you can hang some national flags to add the atmosphere of the motherland's birthday.
You can make a large poster at the entrance to indicate the activities of the festival.
6. Hanging in a conspicuous place? Happy Mid-Autumn Festival? Celebrate National Day? These words
7. Festival prizes are displayed at the entrance of the gate.
8. Post advertisements on stairs and conspicuous places.
Fourth, marketing strategy.
1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).
2. If a family member's birthday is August 15, they can enjoy a 50-60 discount when dining in our store with valid documents (household registration book and ID card) (subject to our actual decision). It is recommended to recommend Mid-Autumn Festival package to them.
3. If the mobile phone and fixed telephone number are 8 15 (in Linfen area), you can enjoy a discount of 5-6 fold when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. It is best to contact these people directly.
4. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number and address of our store should be printed on them).
5. The activity will be held from August 10 to August 20th of the lunar calendar.
Verb (abbreviation for verb) activity discount
All consumers can get a special snack from the company if they book or recharge before September 28th.
1: Arrange the chefs to serve two dishes each? Mid-Autumn Festival? National day? Special dishes or snacks
2. On Mid-Autumn Festival night, each table is given a box of moon cakes.
3. Send equivalent coupons with face value of 50 yuan when spending in 200 yuan.
Every consumer who sponsors a bottle of wine or drink will get a lottery ticket that night.
5. Send coffee coupons to customers and some young ladies with spending power and potential.
6. Ask the sponsors of alcoholic drinks or drinks to give small gifts to consumers who consume the corresponding alcoholic drinks or drinks that night.
Consumers from 7: 9: 00- 17: 00 will get a Mid-Autumn moon cake and a special snack.
Sixth, award setting.
September 28th: Value 1800 yuan (gifts from sponsors or others).
65438+ 10 month 1: value 1800 yuan (gifts from sponsors or others)
65438+10.2: Value 800 yuan (gifts from sponsors or others).
65438+10.3: Value 800 yuan (gifts from sponsors or others).
Seven, advertising
edge
1, 20 banners
2. Three gas models
2,800 leaflets (5,000)
(distributed along the street, 3000 copies posted along the street)
3. You can try SMS advertising. The focus of mass sending is on the old customers. Pay attention to using appropriate language and mainly introduce the latest activities of our store.
Inner circumference
1. The accompanying publicity
2. Poster
Items purchased and customized for the event:
Moon cakes, 400 lanterns, 30 national flags, 30 small national flags, 100 national flags, and 50 advertising supplies.
20 banners and leaflets: 8,000 internal advertisements
Mid-Autumn Festival marketing planning model essay II
I. Activity background:
1. Origin of festivals: Mid-Autumn Festival, also known as the full moon festival, autumn festival, Mid-Autumn Festival, August Festival, Moon Chasing Festival, Moon Appreciation Festival, Daughter's Day or Reunion Festival, is a traditional cultural festival popular among many ethnic groups in China and East Asian countries, which falls on the 15th day of the eighth lunar month; Because its value is only half that of Sanqiu, it is named, and some places set the Mid-Autumn Festival on August 16. The Mid-Autumn Festival began in the early years of the Tang Dynasty and prevailed in the Song Dynasty. In the Ming and Qing Dynasties, it was as famous as New Year's Day and became one of the major festivals in China. Influenced by Chinese culture, Mid-Autumn Festival is also a traditional festival in some countries in Southeast Asia and Northeast Asia, especially for overseas Chinese living there. Since 2008, Mid-Autumn Festival has been listed as a national statutory holiday. The state attaches great importance to the protection of intangible cultural heritage. On May 20th, 2006, the festival was approved by the State Council to be included in the first batch of national intangible cultural heritage list. Mid-Autumn Festival is one of the three major Lantern Festival in China, so we should play with lanterns in festivals. But there is no large-scale Lantern Festival in Mid-Autumn Festival, and playing lanterns is mainly an activity between families and children.
2. activity review: the last issue? Tang Yun Mid-Autumn Festival? Basic review of activities and pictures.
3. Facing the crowd: the principle of golden pyramid
For Shanghainese now, people who know and study the traditional customs of China belong to a small group, which has a small market share and knows the customs of these things like the back of their hands. Secondly, the middle group, which is more than scholars but much less than local citizens, is also the main target group (audience) of our activities; Finally, the broad masses of people in China, with the largest number, have a certain understanding of the traditional festivals in China, but they don't want scholars or researchers to be generally proficient and have a cognitive gap. It is also one of the clients of this activity.
Second, the content of this activity
1. Watch the process of making moon cakes. Chefs of well-known brands come to the scene to make mooncakes with various fillings, so that all visitors, including China people, can have an intuitive understanding of the making of mooncakes. Each visitor can choose mooncakes with his favorite taste on the spot and enjoy the moon (sunny day) while drinking osmanthus wine.
PS: If conditions permit, you can join the sponsor's booth selling moon cakes on the spot. In return for sponsorship.
2. Because the weather is still hot during the Mid-Autumn Festival, you can give each tourist a folding fan, chat and enjoy the moon fan.
3. It is divided into three areas (Jiangnan District, Northeast District and Foreign District) to let visitors know about the different customs in different areas. English lecturers will explain the allusions of various customs, with medium and large pictures, so that the audience can have a deeper understanding and understanding of the Mid-Autumn Festival.
4. Musical instruments play folk songs. It is suggested that pipa, guzheng and erhu complement each other with the atmosphere of Mid-Autumn Festival.
5. There are 65,438+000 lanterns on site. As one of the three major lantern festivals in China, it is natural to release Kongming lanterns in the Mid-Autumn Festival. We distributed 100 lanterns to the first batch of 100 tourists, made them under the guidance of teachers, wrote down our best wishes, put them in lanterns and let them fly at the end of the activity. At this point, the event ended successfully!
Third, the activity process
1, pre-publicity: DM single-page distribution, sending invitations, etc. , newspaper reports.
2, site selection and material production and construction
3. Implementation in activities
4. Summary
Fourth, the return on sponsorship.
Exposure mode, quota and return
1 live event was put on the main event site of large-scale background board, and it was directly exposed.
40 live events around Yi Labao venues were directly exposed.
A total of 2000 leaflets were distributed in the early stage of the leaflet activity to let citizens and foreign friends know and understand the activity.
In the early stage of the invitation, 200 important audiences were distributed to understand and understand the activities.
On-site sales (moon cake) activities/let the audience buy the sponsor's products directly on site.
Folding fans 1000 were distributed at the folding fan activity site, and the page was exposed.
On-site pastry chef costume activities were exposed on two pastry chef costumes.
The two desktops are directly exposed to the activity site of the moon cake making table.
Kongming Lantern tissue 100 was distributed at the event site, and the surface of the tissue was directly exposed.
Verb (abbreviation of verb) Company profile
1, company introduction
2. Some activities that the company participated in and carried out in the past.
Thank you for your cooperation.
Mid-Autumn Festival marketing plan model essay 3
First, the purpose of Mid-Autumn Festival activities in supermarkets
Mid-Autumn Festival promotion in supermarkets is to promote the sales of supermarkets with the consumption of moon cakes, which is conducive to stabilizing existing customers and enhancing the image of supermarkets in business circles. It is estimated that the average daily sales will increase 10% during the promotion period? 20%。
Second, the supermarket Mid-Autumn Festival activities
1, buy Mid-Autumn moon cakes and give them to Coca-Cola.
Buy 100 Mid-Autumn Moon Cake and get 2 bottles of 355ML Coca-Cola. (Value 3.6 yuan)
Buy Mid-Autumn moon cakes above 200 yuan and get 2 bottles 1250ML Coca-Cola. (Value 9.2 yuan)
Buy Mid-Autumn moon cakes above 300 yuan and get 2 bottles of 2000ML Coca-Cola. (Value 13.6 yuan)
2. Gift baskets: 298 yuan respectively, 198 yuan, 98 yuan.
298 Yuan Gift Basket: Seven-Star Smoke+California Fun+Value 80 yuan Mid-Autumn Moon Cake+Melamine.
198 yuan Gift Basket: Double Happiness Smoke+Harvest Dry Red+Value 60 yuan Mid-Autumn Moon Cake+Brain Relaxation.
98 yuan Gift Basket: 40 yuan Mid-Autumn Moon Cake +20 yuan Tea+California prune.
3. On the day when the single ticket is full of 59 yuan, you can go to the activity area to buy darts and prizes at will; Full of 99 yuan, you can buy two darts prizes; Full 129 yuan, won 3 darts. The gifts are mainly moon cakes.
Third, the supermarket Mid-Autumn Festival activity plan? Supermarket layout
(1) Outside the supermarket
A, do Mid-Autumn Festival publicity above the free parcel delivery cabinet;
B, protect the shelf, wrap the wall column, and paste some holiday color pages to create momentum;
C, in the square, you can hang balloons and pull them vertically;
D. At the entrance, hang up? Mid-Autumn Festival in the supermarket? Banners.
(2) In the supermarket
A. Decorate the walls of main passages and slopes with self-adhesive stickers to enhance the festive atmosphere;
Hanging the flag provided by Coca-Cola Company in the whole supermarket;
C, in the moon cake area, cloth background and two columns? A gift for the Millennium? Publicity; Coca-cola's promotional materials are posted on both sides;
D. Red lanterns are hung in the moon cake area.
Fourth, the supermarket Mid-Autumn Festival activity plan? cost of activities
Mid-Autumn Festival series gifts: 60,000
On-site and off-site layout fee: 8,000 yuan
Mooncake fee: 60,000 yuan
* * *: 65,438 yuan+280,000 yuan.
Five, the supermarket Mid-Autumn Festival activity plan? work arrangement
1. The Marketing Department and Art Group are responsible for the specific design of indoor and outdoor layout. What the company can do, the art group is responsible. If it can't be made, the art group will contact other units to make it, and the final typesetting will be completed by the art group. The administration department is responsible for coordinating the procurement work; The scheduled indoor layout was completed on August, 2008 18.
2. The purchasing department is responsible for introducing mooncake manufacturers, and each manufacturer will charge promotion fees above 800 yuan. At the same time, it is responsible for formulating the moon cake price and market research plan, and completing the relevant plan before August 8.
3. The Engineering Department shall arrange personnel to be responsible for the power supply arrangement and lighting installation on site, which shall be completed before August 18.
4. The loss prevention department is responsible for the loss prevention and theft prevention in the supermarket.
The fresh food department is responsible for making exquisite moon cakes.