2. Publish the product landing information in the local evening paper, and the product conforms to the polite promotion information.

3. Local TV advertisements

4. Distribute a large number of product DM sheets in large communities, high-grade office buildings and government offices and announce the theme of the event.

5. Use posters, banners, display boards and other tools to publish promotional information at the door of the store.

6. Set up a promotion desk outside the store, where the promotion staff will explain, display gifts, distribute leaflets and guide people to buy on the shelves.

7. Shops shall be decorated with striking promotional POPs, with clear promotional information to stimulate impromptu purchase.

There is also a supermarket plan for your reference:

1. Choose the right store.

(1) The store must have a strong willingness to cooperate with the factory in promotion, stocking, display, profit-making, publicity and promotion. Pricing, etc.

(2) The flow of people is large. Good image and good geographical location;

(3) The positioning of the supermarket and the customer groups in its business circle are consistent with the positioning of the promotional products and the target consumer groups.

2. Formulate promotional policies with incentives.

(1) The teacher is famous. Eliminate the negative impact of disguised price reduction promotion in the name of holiday gifts and new products;

(2) Try not to give away the same product (such as "buy two and get one free"), so as not to be suspected of dropping the price, otherwise the result may not be "hitting" the target consumers, but "hitting" the low-income consumers who are greedy and cheap.

(3) Mature brands can be used to drive new brands to bundle sales. However, we should pay attention to the level of the two, and the positioning must be at one level (if the old brand has faced various brand crises and its image is outdated, it is not desirable). For example, Sprite, a sub-brand of Coca-Cola Company, is very popular in second-and third-tier cities, and striking is another new brand launched by the company. Positioning is also in the secondary and tertiary markets. Eye-catching listing and Sprite bundled sales have achieved good results in the secondary and tertiary markets;

(4) Pay attention to joint promotion with key supermarkets. Not only promoted the product, but also enhanced the customer's feelings. If you spend XX yuan to buy our products. Give the supermarket a shopping voucher; XX yuan to buy goods in this supermarket, and give a product to our company.

(5) The promotion policy for consumers should not be too high, and various choices should be provided.

3. Choose the right products, promotional items and gifts.

(1) Design Principles of Advertising Promotional Products

The style of advertising products should conform to the psychological characteristics of target consumers. For example, the keynote of sports beverage publicity materials-alliance with sports events, full of vitality, rapid replenishment of physical strength; The propaganda direction of low-priced food-more affordable, thicker and more nutritious; The propaganda style of children's products-delicious/easy-to-use products, fun gifts and cartoon appeal.

② The promotion price and original price on ②POP are marked at the same time to show the difference; Try to reduce the text as much as possible, so that consumers can read the whole text in 3 seconds and clearly know the promotion content.

(3) The teacher is famous. With the launch of new products, holiday gifts and other "excuses"

(4) write clearly the restrictions. Such as limited purchase of 5 packs/person, weekend promotion, limited sales, until sold out, valid before xx, etc.

(2) the principle of gift selection

(1) Common products that are affordable and novel as far as possible (gifts that are too "unusual" and consumers don't know the purpose or the purpose is too narrow to accept).

2 high image. Low price. Such as hanging watches, aprons, T-shirts, calculators, etc.

(3) It is better to have propaganda significance. Such as aprons, T-shirts and cups.

④ It conforms to the liver characteristics and brand positioning of the target consumer groups. For example, sports drinks are sent to Olympic souvenirs, medium and low-priced instant noodles are sent to monosodium glutamate, and a well-known drink is sent to Mu Si, a transparent key bag.

4. Determine the number of promoters, product reserves and material requirements according to the scale of activities.

The formulation of promotion plan must include two aspects: effect prediction-according to the historical sales volume of the selected supermarket and considering the influence of promotion policies on product flow, the sales volume during the promotion period is estimated; Cost estimation-according to the sales forecast, equipped with corresponding materials (advertising products, gifts) and according to the selected supermarket

The scale and duration of the promotion period, the estimated sales volume, and the corresponding promotion staff budget.

5. Specify the frequency of return visits by business representatives to maintain the effectiveness of the activities.

If the promotion period exceeds 1 day, it is easy to neglect, causing problems and timely replenishing the display to ensure that the goods in the venue are sufficient and neatly displayed. Therefore, it is necessary to implement the stocking, display and layout of products to specific people (promotion ladies, tally clerks and salesmen) in the promotion plan. It is stipulated that the person in charge should maintain the high-frequency return visit rate to the promotion mall, complete the work of receiving orders, loading goods and displaying, and ensure the promotion effect.

6. The preparation of personnel and materials has been completed.

After the implementation of the above work, we will enter substantive preparations. In order to avoid the omission of a work and affect the overall process, it is necessary to subdivide the responsibilities of the preparatory work, implement it to people, and stipulate the completion time.

7. Each executor has clear job responsibilities, training manuals, and special inspection and supervision, reward and punishment regulations.

The longer the promotion cycle, the easier it is for a link to get out of control in the promotion process, such as: out of stock, broken gifts and lost gifts on a certain day; Promoters are late and on duty, and new promoters are untrained, so communicate well in advance. Unclear promotion policy: forgot to bring Guangxuan products, the layout of Guangxuan products is chaotic, and no one is responsible for tally; I don't know who should handle the accident during the promotion period or I can't contact the person in charge. ...

The above phenomena will not only affect the promotion effect, but also bring confusion to the store, cause customer complaints and even terminate cooperation. Good planning and responsibility implementation can avoid out-of-control situation on site. Everyone involved in the promotion. Everyone should get their own job description, subdivide their role and work during the activity into daily, hourly or even sentence-by-sentence training, and understand their specific responsibilities, daily subdivided workflow during the activity, information forms to be filled in and corresponding reward and punishment methods. Only by doing their work well can the whole activity go smoothly as scheduled.

8. Establish necessary and concise management forms between posts and work links. Smooth channels for verification, supervision and recovery, and increase early warning and crisis handling functions.

Management system: (1) Return visit of business representatives and working day report-Filled by: industry representatives: content: return visit time, check the stocking and display records, follow up the work records, and need support; Reporter: Project Manager/Sales Manager.

(2) Sponsor's Working Day Report-Filled by: Sponsor; Content: the collection, consumption and return of gifts on that day, the promotion performance on that day, the traffic feedback of competing products, and other abnormal information; Reporter: the person in charge of the promotion site (such as the promotion supervisor).

(3) Promotion Daily Report-Filler: the person in charge of the promotion site (such as the promotion supervisor); Content: Abnormal information such as overall promotion performance, attendance score of promoters, gift collection, consumption, returned quantity, competing product feedback, etc. on that day; Reporter: Project manager.

(4) Promotion Effect Checklist-Filled by: designated promotion inspector (such as project manager and sales manager); Content: Check and verify the layout of the promotion site, the work attitude and skills of the promoters, and the cooperation with the store. Reporter: Project Manager/Sales Manager.

(5) list of rewards and punishments-rewards and punishments are given according to the job responsibilities and reward and punishment system, and according to the promotion assessment results.

(6) List of promotion expenses-including promotion expenses, promotion expenses, salary table of promoters, etc.

Summary:

A careful supermarket promotion implementation plan should include the following contents:

1. Background: Why do you want to promote-promote new products? Holiday promotion? Competitive product offensive ... is intended to explain the necessity of promotion to the boss.

2. Strategy: What kind of promotion ideas do you choose? What kind of purpose should we achieve? For example, when a product is promoted during the National Day, consumers' awareness will be enhanced.

3. Content: time; Location; Executor of will; Promotion policy, giving the joy level, time or quantity truthfully; Publicity methods and display methods, such as the number and posting location of hand-painted POPs, the number and distribution time and frequency of DM, the number and display requirements of stacked POPs; Job description, job content decomposition training and reward and punishment system for each post in promotion activities; Manage forms; Effect prediction; Cost estimation.

Main points of preparation for supermarket promotion activities

1, negotiation skills.

(1) Make full preparations before the negotiation: ① Know who is in charge of this activity in the store, agree on the time and place of the negotiation, and politely tell the other party how many wrist rulers are needed for this negotiation; ② Prepare sufficient negotiation tools, including: promotion policy display, gift display, sales records before store promotion, sales forecast after store promotion, sales growth (forecast) curve, profit growth (forecast) curve and promotion site layout effect diagram. The skill of winning in negotiation is to impress the other side.

Thanks to the benefits of this activity, vivid demonstration tools such as legends, data and renderings will make the negotiation more convincing. (3) speech outline, including: negotiation purpose (stocking, display, price, publicity layout, pile number, number of promotion personnel, work place, clothing, etc. ); Before the negotiation, we should convene experienced supermarket business personnel to discuss, brainstorm and formulate a response plan for the possible requirements and objections of the store.

(2) Other skills: ① Pay attention to control your emotions, maintain a calm and rational state, and avoid impatience, impatience and excitement; (2) Don't promise beyond authority, and don't exaggerate; 3 play hard to get. Know in advance where you can make concessions, and don't easily agree to each other's demands, even if it is within our plan. Concessions after "hard" negotiations will make the other party feel more "fulfilled"; (4) Grasp the rhythm of negotiation, and when making a request to the other party, avoid making another lower request for the other party to choose before the other party answers; (5) If the negotiation fails, the knowledge can be put aside and discussed later; ⑥ If the negotiation is to be postponed, the time and specific content of the next meeting should be arranged.

(3) Confirm the negotiation result: sign the promotion agreement, indicating the time, store name, display mode and area, publicity mode, quantity of goods purchased by the store, payment method, promotion fee standard, payment method, number of on-site promotion personnel, clothing, work area, etc.

2. Precautions in preparation.

(1) The responsibility for preparatory work should be assigned, the completion time and inspectors should be specified, and all work should be confirmed before promotion.

(2) If the planning and execution of the activity are not carried out by the same team, the planner should fully explain the content of the scheme to the executor by oral, written, graphic and on-site demonstration before the activity, and the planner should send someone to track the implementation process and give guidance.

(3) Display, loading, advertising, and commodity layout should be done as much as possible the night before, avoiding doing it on the day of the event, not to mention during the peak hours of the store's business, so as not to cause confusion at the scene and bring inconvenience to the store.

(4) Before the activity, the address book of relevant personnel should be prepared to ensure smooth communication. At the same time, we should know who the contact person (such as the head of the store) is and how to contact him, and what serious problems the person in charge of the store (such as the store manager and manager) has and how to contact him.

(5) Supermarket staff often ask for gifts and giveaways from promoters, so it is best to reach an understanding with the store before the promotion, and ask the store to restrain the staff from asking for gifts from the factory promoters during the promotion. After the promotion, the promotion manager of the factory can send some gifts to the store.

Matters needing attention in on-site implementation of promotional activities

1. On the first day of promotion, the sales personnel/promotion leaders and senior managers should arrive early, reconfirm that the preparations are in place, and sort out the promotional products, display and price tag. On the same day, the supervisor should follow up the whole process, understand the shortcomings of the preparation and plan, adjust and improve it, and give on-site counseling to the promoters.

2. The longer the promotion period, the more likely it is to be out of stock. It is necessary to stipulate that the sales staff should pay frequent return visits to check the inventory to ensure the safety of the inventory.

3. Promoters should make clear the promotion purpose and policies and master the promotion skills. The purpose of promotion is not only to sell products, but also to include the number of consumers directly/indirectly involved, brand image promotion, interaction with stores to deepen customer feelings, and feedback the sales information and use information of this product and competing products. Selling skills include selling mentality (starting with the customer saying "no", you should keep a positive and happy working state no matter how many times you refuse, and the trick of selling is to be proactive) and selling words (consumers).

Objection answer, target consumer, etc. ).

4. Management: (1) Etiquette, clothing, work discipline, ways of drawing checks, forms to be filled out, salary and reward and punishment system; (2) The supervisor shall check and score whether the on-site personnel work actively and conscientiously according to their post responsibilities, and notify the relevant parties; (3) The supervisor holds a meeting of sales promotion personnel every week to count the sales volume, evaluate the performance, read out the inspection results, understand the existing problems, interact in time and seek improvement.

5. Informing is the key to successful promotion: (1) Consumers can see eye-catching promotion information when they pass by the store; (2) There are promotional notices on the shelves in the store; (3) In the stacking and promotion area, the advertising products should convey the promotion content as succinctly and conspicuously as possible; (4) Inform the promotion information, and indicate the sales place of the commodity in the non-sales area of the supermarket; (5) Cashier, entrance and exit are the key notification areas. Through the arrangement of the above five notification points, consumers can get the promotion information of the product at any time, which is the most powerful promotion policy in itself. Extensive publicity is the secret of successful promotion.

Main points of supermarket promotion activities

1. Comparison of sales before promotion and sales during promotion.

2. Comparison of profit before and during supermarket promotion.

3. photos of the scene.

4. Activity total cost report, activity total sales report and expense proportion report.

5. Competitive product information, the number of consumers directly/indirectly involved, the store's willingness to cooperate, and suggestions.

6. The project manager, together with the responsible industry representatives, visited the person in charge of the store again and "reported to the store" by means of on-site photos, sales comparison before and after, profit comparison, etc., aiming to convey that this activity is beneficial to both parties, bring benefits to the store in terms of sales volume, profit, promotion of the manager's image, listen to the opinions and suggestions of the store, and enhance the cooperative relationship between the two parties.

7. The activity group held a summary meeting to summarize the successes and shortcomings of the promotion activities, as well as the experiences and lessons, and put forward suggestions for improvement.

8. Further revise and improve the job responsibilities, training materials, preparation progress and speech skills in the promotion plan, accumulate experience for the next activity, and evaluate and reward the performance of relevant personnel.

I hope it helps you! !