0 1 1. Precautions for promotion activities

Time limit for promotion; What is popular now is that there are time limits for promotion, such as the first day of promotion, the consumption period of festivals, limiting consumption time to encourage consumption, and meeting the needs of promotion within a fixed time.

Popularize quantification; It is also a common practice to specify the quantity of products to be sold, but in the promotion activities, this practice is not very good and easy to be competitive.

Promotion characteristics; Everyone has their own promotional characteristics, such as national characteristics, so it is necessary to clearly set up a banner of characteristics in gifts, packaging, discounts, gifts and concessions, and do the special promotion to the end to distinguish the unified pattern of Qixi.

Promotion objectives; The goal of promotion is to set the promotion within a certain range, which is convenient for consumers to choose. It is also a process of sorting out sales. Finding your own and choosing your own is the best promotion effect.

Promotion atmosphere; It is very important to control the promotion atmosphere. Generally, in the middle of festivals, the atmosphere is relatively unified, represented by celebrations, but it can be different on different occasions or different products. To show a positive promotion atmosphere, it is mainly manifested in the personality in the promotion atmosphere, such as emphasizing the promotion means and ignoring the product function, emphasizing the promotion gift and ignoring the promotion promise.

Second, the promotion skills

1, only do online shop theme logo.

I believe that people who are a little more careful will find that Baidu and Google will do special logos every holiday or major event. Even if your website is full of holiday features, it will attract more people's attention. So, the first step, you can design a Valentine's Day logo like a big website.

2. Set a special topic for Valentine's Day

Collect articles related to Valentine's Day online, edit them to a certain extent, and most importantly, create more original articles by yourself. When your Valentine's Day topic is rich enough and original enough, it will definitely bring huge traffic. For example, Yi Xi. The com of Golden Abacus also produced a special topic during the Spring Festival, which achieved similar results and achieved good results.

3, Valentine's Day picture optimization

Baidu and Google, the two mainstream search images, have a lot of traffic. You can put more exquisite and original Valentine's Day pictures on the website. It's best to watermark all the pictures and reprint them immediately. Look at your website.

4. Online shop promotion

A. Skillfully use custom expressions

This is a trick of holiday online marketing. Custom expressions are made into animated pictures of gif, leaving their own website names or web addresses, which are also spread through instant messaging software such as qq and msn.

B. Greeting cards to convey feelings

It is very interesting to send greeting cards to your users on Valentine's Day. It is very important to pay attention to the contents of greeting cards, including names and signatures. Novel content can bring you unexpected results.

C. Valentine's Day prayer dissemination web page

This is the most commonly used form of holiday online marketing, and it is also the fastest and most direct form. It should be noted that web pages need to generate other people's names and greetings, and the effect is very good. This webpage can be spread by instant messaging software such as qq and msn.

5. Forum promotion is indispensable.

Well-known emotional communities in China include some comprehensive entertainment communities, such as post bars. Identify the target group and make a good theme post, which will definitely cause the buzz of netizens and bring traffic.

Third, the promotion plan

Reducing the price is the most practical and attractive promotion plan for buyers. Of course, price reduction is also skillful. First of all, we found a very popular product among our best-selling products. Of course, it would be better if it is suitable for couples. We can cultivate pricing skills in this way.

1. If your single product is sold between 30-50 yuan, the price can be set as 13. 14 yuan, which represents the meaning of a lifetime, plus the purchase restriction, each person is limited to 2 copies. At present, this scheme is used in my shop. )

2. If the price of your single product is around 30 yuan, you can promote it according to matching clothes, that is, 52.0 yuan or 53.0 yuan matching clothes 1 serving, which means I love you. I think what you mean (note: 1 matching clothes include 2 items). If your matching clothes can be wrapped in some ribbons, I believe it will be perfect.

02 I. Preface

Flower shop is a beautiful and elegant place, and floral art is the soul of flower shop. Beautiful flowers spread all kinds of emotions for people.

Fortunately, our _ _ flower shop has also become an important part of weaving this this beautiful city! Here, we only strive for a warm home, bright smiles and a bright future!

Valentine's day is coming. This romantic, romantic and charming day is a miracle for our flower shop to create flowers every year, and it is also a day we look forward to.

Second, the target strategy

1, overall goal:

During the three-day activities of Tanabata, the activities will be a complete success, win more customers for the flower shop, win more people's trust and support, and finally realize the benefits of the flower shop.

2. Specific objectives

During the activity, strive for a turnover of more than 20,000 yuan per day for three days, order no less than 200 flowers per day, and send flowers no less than 300 times per day. The total number of scattered flowers is 3000.

III. Purpose of the activity

With the improvement of people's living standards, people's demand for service industry is also developing. Because it caters to the market demand, the flower delivery market has great consumption potential. Although the current consumers are not obvious, with the establishment of the company's brand, the improvement of its reputation and various publicity effects, it will definitely inspire more consumer groups to start.

Our team will strive to build a unified and standardized management model and build its own brand. Therefore, we will enhance the brand awareness and reputation of our flower shop and increase our sales through this activity.

Fourth, the active object.

We _ _ this activity is mainly aimed at people aged 16-30. 82.2% of these young people are curious and innovative, which will lead to the consumption boom of this kind of consumer goods.

Verb (short for verb) is the theme of the activity.

? _ _ Invite you to spend Tanabata together?

Activity mode of intransitive verbs

(A) determine the partners

In this activity, we can find companies that provide us with bouquets and flower care products to cooperate with and try to get their sponsorship.

(2) Promotion methods

1, flower booking activity-flower delivery project

2. China Valentine's Day Theme Flower Exhibition.

3, Qixi bouquet promotion activities.

4. Tanabata Flower Scattering Special Event

5. Short articles related to flower arrangement

Seven. Time and place of activity

(1) Activity time

This activity lasts for three days, on August 23rd, 24th and 25th respectively.

(2) Venue

The location of our flower shop activity this time is in front of our flower shop and some nearby universities, cinemas, large entertainment venues, squares, gardens and other places where Valentine's Day couples will go together.

Eight, advertising mode

1, large exhibition board

2. Flyer

3. Logo design, flower shop decoration and layout

4. Website promotion

Nine, preliminary preparation

(1) Personnel arrangement

30 temporary workers (female 1 9, male 1 1) were recruited before the event to be responsible for delivery, customer service, bouquet decoration, publicity and selling scattered flowers. It is required that the flower delivery personnel must be familiar with the local environment so that the flowers will not be lost or late.

Need 8 delivery personnel (our store has 2 delivery personnel and 6 male temporary workers);

It takes two people to answer the phone and place an order online (our original 1 customer service staff and 1 female temporary workers);

5 bouquets decorators (there are 2 bouquets decorators and 3 female temporary workers in our store);

2 propagandists at the door and 5 street propagandists (6 temporary workers, 2 women and 5 men, the woman propagandizes at the door, and the man makes an excuse to publicize nearby);

Arrange 14 people to sell loose flowers in nearby universities, cinemas, large entertainment venues, squares, gardens and other places where lovers will go together on Valentine's Day (we have 1 sales staff in our store, 13 are female temporary workers, and the sales staff will give these 13 temporary workers some training);

In addition to sending temporary workers, other temporary workers can hire some college students who work part-time nearby. The relative cost of college students' part-time jobs is low, so hiring them can reduce the cost.

(2) Material preparation

Before the event, we will carry out various advertising activities, distribute leaflets in the streets and alleys, do a good job in store decoration and publicity, update the flower shop business online, widely accept all kinds of reserved bouquets and online orders, and prepare to supplement enough sources for the public to send and sell flowers, and the items provided by our partners will be packaged into small gifts for the event.

X. medium-term operation

During the activity, consumers can get our VIP card when they spend all their money in 99 yuan. No matter new or old customers, all VIP customers can only receive one gift with VIP card. If customers have any questions about this activity, the sales staff should explain it in detail, and the final interpretation right of this activity lies with our store.

XI。 After surgery

1. Build a customer forum platform on the website, give customers opinions or suggestions on our flower shop activities, solve customers' dissatisfaction with our activities, and then randomly select 10 to send us elaborate gifts.

2. Continue to cooperate with the media for publicity, and use the principle of strike while the iron is hot to further improve the popularity and reputation of our flower shop brand, retain old customers, attract new customers, and raise the sales rate of flower shops to a higher level.

Twelve. cost budgeting

Temporary workers' expenses: 30 people, with an average salary of 3 days per person, 500 yuan.

Store decoration: Replace some old ornaments, from the frontispiece in the store to a red carpet in the store, the decoration of the store is more prominent than that in the store, attracting the desire of passers-by. About 20__ yuan

Advertising fee: a banner of 300 yuan, 10000 leaflets about 800 yuan, and a large exhibition board in Annex I is about 5 pieces a month, each piece is about 8,000 yuan a month.

project cost

Temporary workers' expenses 15000 yuan.

The store is decorated in 20 yuan.

The advertising fee is 4 1 100 yuan.

The total is 58 100 yuan.

XIII. Accident Prevention

1. In order not to be late for sending flowers, we will inform the flower sender to arrive at the destination 5- 15 minutes in advance.

2. In case of government intervention, we will make reasonable coordination and actively cooperate with the government.

3. In case of customer complaints, we will communicate with customers in the most appropriate way, apologize to customers immediately, and take corresponding measures to solve customer dissatisfaction.

Fourteen Effect estimation

1, complete facilities, perfect facilities, to meet customer needs, publicity in place, service to home.

2. It has improved the public's awareness of _ _ flower shop and left a deep impression on the public, just like mentioning gifts and thinking of melatonin. Let consumers talk about sending flowers and first think of our _ _ flower shop; So as to have more loyal and stable customers.

03 I. Theme of the event

Love life and show love sincerely.

Activity (1) Theme: Valentine's Day lovers, unlimited true love.

Activity (2) Theme: If you love me, say it bravely.

Activity (3) Theme: Family is priceless, and love me is rewarded.

Second, the activity time

201_1February 19 to August 25th.

Third, the object of the activity

1. Activity (1) Target audience: 23-45 years old, dressed appropriately, especially men who drive private cars and customers of beauty salons;

2. Activity (2) Target audience: husbands (or boyfriends) and beauty salon members of the participants in the activity (1);

3. Activity 3 is aimed at the target audience: activity (2) participants and all women participating in the selection;

Four. Activity content

Activity (1):? Tanabata lovers, true love is infinite? special offer

During the activity, all men can buy it in the beauty salon? Romantic heart ceremony for couples? Special gift package (worth 999 yuan), given to his wife (girlfriend) to fully express his love and thank his wife (girlfriend) for her support and help over the past year; Beauty salon customers can also promote at the same time (couples can enjoy preferential activities);

Beautiful heart card can enjoy nine major discounts:

1, optional basic nursing items 12 times;

2. You can choose four body care items;

3. get a gift? Love is infinite? A set of product gift boxes (specially packaged) given by the customer to his wife (girlfriend);

4. On August 25th, a bouquet of flowers (1 1 flower, color of your choice) and a box of exquisite chocolates will be presented to the designated person by a special person.

5. Get a famous men's belt (or a famous shirt and wallet);

6. Get a special cleanser for men;

7. Give male kidney care once;

8. get an oath card and join? The best love story selection activity has the opportunity to win exquisite prizes;

9. you can get a 10% discount on the same day booking;

Note: If you have been married for more than three years (including three years, subject to the marriage certificate), you can get another 10% discount.

04 I. Theme of the event:? Years are silent, true love lasts forever, and poetry is spent on Qixi?

Second, the activity time:

Three. Venue: Flower Shop

Fourth, the form of activities: cooperation between men and women. Activities that can only be played.

Verb (abbreviation of verb) Activity scale: about 33 people.

Six, Tanabata planning program activity process:

One? Looking for the goddess in your heart?

1. Through the introduction of the guests, the guests choose their favorite objects.

(Self-introduction is limited to 2 minutes/person. All the female guests stand in a row and let the male guests have a preliminary understanding through self-introduction. Male guests make a choice. If only 1 male guests choose and female guests agree, then the initial speed dating is successful. If more than one male guest chooses, the male guest has 1 minute to express his love, and finally the female guest chooses 1 favorite, and the speed dating is successful. (Qixi Valentine's Day couple activity plan)

If both men and women agree, the first round of speed dating will be successful in the remaining second round.

The game needs the cooperation of a man and a woman to get a big gift. The four gifts can only be played by a man and a woman. Cooperation. Men and women can't leave each other after joining the group, and they can't play the next round of games without gifts.

Two? Handsome guys and beautiful girls fight?

Divided into two groups. Cowherd and Weaver Girl. There are 6 pairs of men and 6 pairs of women, and one man is added to each team. The game is that each group eliminated one pair in each tournament tour, and finally formed three teams and got a big gift to rank first. Second place. third place

1, Cowherd and Weaver Girl (two couples will be selected from each group to complete the game).

The rules of the game are divided into groups, one blindfolded and carrying his companion, and the other is in charge of the command. According to the distance of the game, the arranged items should be picked up. The rule is that men squat down and women pick up roses. The team that passes smoothly and takes the least time will get a small gift.

2, intellectual surfing, a game against time

Two pairs of men and women in each group sit on stools, and the man stands on the wall to get roses. The women in each group ask another man some questions, and if he answers correctly, he can go one step further and know that the man can give the rose to the woman and be the winner. The team that answers the most questions correctly will get a small gift. Those who fail are eliminated.

3 。 Love song duet

The host said a word. If you love, one pair for each group at the scene. During the competition, participants are free to give full play to their strengths and strive to express themselves. The group that sings the most love songs at the beginning will get a small gift. If you get it right five times, you will be eliminated if you fail.

4, Tanabata couple big winner pk

Pk ranks first, second and third for each pair of men and women who win the event.

Three couples. Feed each other watermelons. The man was blindfolded. Each group of women gave each other a blind order. Look at the team that won the watermelon.

You will get a small gift. Those who fail are eliminated.

Four red ropes pull one thread.

The man is standing by the wall, and the woman is pulling the red rope. As long as a man can hold your hand, he wins.

5. Love at first sight is a soul mate

The primary and secondary people say three idioms, and the man has to do three different actions according to his requirements. The man writes it in the woman's hand, and the woman guesses. Those who answer more will win, and those who answer badly will be eliminated.

6, four unlike

The male and female players of each team discuss with each other what to teach each other. The group can ask men or women to guess. Guess right and win. Guess three times.

Those who fail are eliminated.

Finally end the relationship between husband and wife

The last three couples left. Let's see which team won. They can give the remaining teams a game and let them win the third place. The winner belongs to that team. Tell everyone that the activity won the first place.

Cultural performances:

Male and female guests * * * put out some programs together. Let's have fun, sing and dance, play games and so on.

Free activities: eat appropriate fruits.

Appropriate fruit is the most famous festival food on Tanabata. Appropriate fruit, also known as? Beg proper fruit? Prepare some suitable fruits and some snacks. Everyone will have fun and chat while eating proper fruit, so that both sides have a chance to get to know each other.

Activity details, questions and explanations

I want to set the activity fee in 35 yuan, and set the number of participants for 32 people first. If the person in charge pays the money, he will collect it in advance on 14 and put the funds away. Buy gifts and props and dried fruits. Fruit, so that we can decide the number of people early. The activity started well. At the end of the activity, each girl will get a meifubao cosmetic.

On Valentine's Day, lovers usually give roses and chocolates as symbols of love. It is conceivable that the sales of roses and chocolates on this day are amazing. Merchants, especially flower sellers, will raise the price of roses during this period, but they will still make a lot of money. However, with the intensification of market competition, the performance of A company, a large flower seller in our city, showed obvious signs of decline during Valentine's Day. In order to stop the downward trend and regain greater market share, a company organized a unique and very successful promotion activity during Valentine's Day in _ _ _.

market survey

Through a large-scale market survey in our city, we found that:

The main consumer group during Valentine's Day is 20? 25-year-old unmarried youth account for about 52%, followed by 25? 35-year-old married couples and elderly consumers over 50 also account for nearly 5%;

The number of flowers purchased by consumers is mainly 1, 3, 9, 10, 1 1, accounting for about 75%.

Other flower sellers in the city basically don't have any big promotion activities during Valentine's Day, and even if they do, they only promote the retail flower shops through channels. More flower sellers and flower shops use natural sales, and the marketing concept of employees is relatively backward.

Places frequented by young people in the city, such as discos and cinemas, hold activities every year, but they are nothing more than lottery, price concessions and other forms. The content is the same, there is no new idea, and the publicity of activities is weak, inadequate and ineffective.

In addition, among the respondents, 57% consumers think that sending roses and chocolates every year is nothing new and can't keep the romance and warmth of Valentine's Day for a long time. I hope that besides roses and chocolates, I can also give other more fashionable and valuable gifts.

Obviously, consumer demand means huge business opportunities.

target market

A consumer group: 20? 25-year-old unmarried youth, such consumers are the main group of Valentine's Day rose consumption. They are passionate, romantic and fashionable, like fantasy, and can accept new things quickly. They are a fashion class that never tires of innovation and change.

Class B consumer groups: consumers over 50 years old. Although they are not as receptive to new things as young people, they account for 5% of the whole flower consumption group due to the influence of Valentine's Day atmosphere every year, which shows that their fashion mentality is gradually rising and they are easily taken away. Education? Group, if their children can add fuel to the flames and media advertisements are in place, then this consumer group may become? Blue chip? There is great potential for appreciation, and it is also a social phenomenon worthy of attention.

Class c consumer groups: 25? For the 35-year-old consumer groups, some of these groups are in the beginning and rising period of their careers, while others have already succeeded in their careers. Because of their personality, age, preferences, income, environment, habits, values and other reasons, this group is the most complex, which is not conducive to segmentation and targeted marketing, but it will be one of the consumer groups that affect Class B? Ambush You can't give up, but you can't focus on it.

Target market positioning strategy

? Grab both ends and take the middle? . That is, through the focus of appeal to class A and class B consumers, the active participation of class C consumers is promoted. Class A consumers have the strongest consumption consciousness and the greatest demand, and are the main target market and the main target of advertising. Although the demand of Class B consumer groups is small, if the desire to buy is stimulated, it is also a big market, and its social impact will be very beneficial to the brand building of the company.

promotion policy

Product Strategy: Roses have always been a regular gift for Valentine's Day, but today's young people are not only satisfied with sending roses. Roses represent love and romance, but because of their physical properties, they can only be preserved for a few days, and sincere love needs eternity and persistence. Obviously, roses that can only be preserved for a few days or even only one day can't carry this information, let alone chocolate. Valentine's Day is only one day a year. What greedy modern people need is that every day is Valentine's Day. Therefore, consumers need a gift that can bear eternal love and represent lasting information. This kind of gift needs fashion and innovation. Jewelry is a good carrier, but its expensive price of several thousand yuan and ten thousand yuan can only be looked down upon by young people who are hard up. What should this carrier look like?

We find that a hand-woven fabric with a long history and representing the profound cultural connotation of the Chinese nation is popular now: Chinese knot. Its crimson color and various changes represent wealth, auspiciousness and joy, which is suitable for long-term preservation and is widely popular among young people. It should be the ideal carrier we are looking for. At the same time, because? Knot? With what? Festival? Homophony also found a clever breakthrough point for the combination of Chinese knot and Valentine's Day. Obviously, this valentine's day gift is called? Lover's knot? . She is different from the Chinese knot sold in the market, and we have given her a brand-new connotation: lover's knot? Trapped in valentine's day, every day is valentine's day? , indicating persistence and long-term love. And then what? Lover's knot? This is a good selling point in itself.

So, we quickly contacted a hand-woven factory and developed a series of? Lover's knot? Gift, including? Edge knot? 、? Fujie? 、? Concentric knot? 、? Holding hands? Wait, where's everyone? Lover's knot? All of them are equipped with packaging boxes made of fashionable and high-grade materials, which reflects the image of low-grade and simple Chinese knots in the past. However, due to the lack of technical content, it is easy to be imitated. Before the activity, we took strict protection measures to prevent the outflow of concepts and products.

In the number combination of rose sales, we have introduced a variety of number combinations, and each number combination has been given a certain connotation. For example:

1 rose: single-minded;

Three roses: I love you;

9 roses: an eternal article;

1 1 rose: for life;

2 1 rose: Love you;

27 roses: love your wife;

Although the above ethics have existed for a long time, few companies have made efforts and publicity in this regard. When such a romantic number combination is launched on a romantic day, couples will be infected by deep love and will never forget it. Moreover, we have designed a novel and fashionable greeting card for each combination, and the meaning of the combination is marked on the greeting card. The development of this activity has impressed many people with the profound meaning represented by roses and greatly mobilized consumers' enthusiasm for buying. Some consumers even called February 14 to inquire about the meaning of each number. The effect can be imagined.

For each target consumer group, we have launched three chapters:

1, romantic lover? I love you: for Class A consumers aged 20-25. Product mix: 3 roses+1? Edge knot? +Hot stamping greeting cards.

2. True feelings last forever? Wife-loving chapter: For the 25-35-year-old C consumer group, product mix: 27 roses+1? Love knot? +Hot stamping greeting cards.

3. Deep sunset? Forever and ever: For B-type consumer groups over 50 years old, product mix: 9 roses+1? Holding hands? +Hot stamping greeting cards.

The rich product portfolio greatly meets the needs of all kinds of consumers, changes the embarrassment of monotonous flower delivery in the past, and makes Valentine's Day more meaningful.

Price strategy: real-time sales of roses during lover's knot. It can be said that this day is the most profitable day of the year, which is very similar to the sales of moon cakes. Therefore, all the products of the company (mainly roses and? Lover's knot? ) adopt a high-priced strategy and omit the specific price strategy.

Channel strategy: the company has 68 flower sales points in the city, which can guarantee the products (roses and? Lover's knot? ) quickly enter the market. At the same time, the company also operates the wholesale business of flowers, and a considerable number of flowers are delivered quickly through this channel. Moreover, the company website also carries out online flower ordering and distribution business. So, really? Own outlets+wholesale+online business? Three sales channels. Three-dimensional will bring the company's products to the market quickly and smoothly, facing consumers.

Communication strategy: adoption? Printing newspapers+selling some advertisements+leaflets? The three ways are combined for publicity. On February 6th and 7th, 10, some soft advertisements were published in the local evening newspaper with the largest circulation, such as Valentine's Day, which is not only a festival for young people, but also allows parents to taste love in lovers' knots to warm up the market, and then on February 1 1, 6544. Lover's knot? Trapped in valentine's day? Every day is Valentine's Day. Choosing this time to advertise can effectively prevent it? Lover's knot? The loss of concept. At the terminal, point-of-sale advertisements are mainly used to highlight the atmosphere and content of publicity activities, including pop, banners, display boards and other forms of expression. Distribute activity leaflets in several places with heavy traffic in the city, and at the same time make maximum use of the company's website to promote activities. It also shows consumers a good image of the company's professionalism and strength.

Activity introduction: romantic lover? Passionate party activities. That is, consumers who buy more than 9 roses in this company will receive two tickets for discos to participate in the lucky draw organized by discos. Because discos are well-known discos, and they are going to hold activities during Valentine's Day, but considering that the publicity effect during the Spring Festival is not very good and the cost is high, they are eager to find a low-cost and effective publicity method. Considering the consistency of each other's target groups, cooperation can benefit and promote each other, so we have made many contacts and consultations with them and signed a cooperation agreement: we use 68 flower sales outlets and company websites in the city to publicize their activities (in retail outlets, banners and oral introductions by shop assistants are mainly used, and advertisements introducing disco activities are attached to one side of the leaflet), and we are responsible for making banners and leaflets and giving away 65438. Because we take the form of limited tickets for flowers, it greatly arouses the desire of consumers, especially young people. Only on the morning of Valentine's Day, the tickets were sold out. Because of the binding connection with disco, the company saved the production cost of promotional materials and effectively reduced the cost of activities.

Personnel training: Due to the limitation of publicity methods and time, consumers may not be able to fully accept the whole content of the activity. Therefore, the terminal personnel should not only operate, but also play a role in propaganda, and have higher requirements for them. Moreover, communication skills, personal image, promotional activities, the layout and display of terminal promotional materials, the number and combination of products, core selling points and core concepts all require detailed and comprehensive training for sales personnel. Therefore, training is very important for the success of the activity. In order to prevent individual outlets from not being implemented in place, we guide each store one by one and conduct supervision and inspection every day to ensure that the activities are implemented in place and carried out smoothly.