#planning# Introduction Event planning is an effective way to increase market share. An executable, operable, and creative event planning case can effectively enhance the company's visibility and brand reputation. The following is the compiled opening planning plan, welcome to read!

1. Opening planning plan

1. [Foreword]

Binghe Department Store is a brand created by Chongqing Binghe Commercial Management Co., Ltd. The first commercial project in Xuanhan County. The first phase of the project covers an area of ??10,000 square meters and has four floors. It is a comprehensive shopping mall that integrates comprehensive department stores, specialty food, children's entertainment, etc. The company adheres to the corporate tenet of "people-oriented, honest and pragmatic, innovative and enterprising, and win-win cooperation", and creates a business philosophy of "I have what others don't have, I have excellence when others have it, I have special talents when people are excellent, and I have excellence when people have special qualities", so , how to attract the mass mid-range consumers in a targeted manner, how to match the event situation and content with the mid-range positioning of the mall and the consumption patterns of the mid-range consumer groups have become the key to this event. During the planning process, we focused on organically combining opening celebrations, promotional activities and establishing a mid-range image of the mall. The theme of the event is as artistic as possible, "pulling the tiger's skin to make a big banner", downplaying the commercial purpose of promotion, making the event closer to the target consumers and more able to impress the target consumers. From the early stage of advertising and theme style in activities, we have considered all aspects from the positioning of specific consumer groups. During the activity, the time should not be too long, just be grand and atmospheric.

2. [Activity theme]

Opening celebration

3. [Event style]

Grand and grand atmosphere

4. [Purpose of the event]

(1) Display the brand image of Binghe Department Store to all walks of life and increase the visibility and influence of Chongqing Binghe Company.

(2) Create a new image as the first mid-range shopping mall in Xuanhan County. Create a fashionable atmosphere for both soldiers and department stores.

(3) Opening celebration activities, open up a variety of horizontal and vertical promotion channels, set off a promotion climax during the "May Day" holiday, and lay a good promotion foundation and a good social foundation.

5. [Advertising]

Preliminary publicity

1. From 5 days before the opening, it will be published in Dazhou Daily, xx Evening News, xx Advertising, and xx TV , xx radio and other media launched a publicity offensive. Effectively target mid-range target consumer groups.

2. Later advertising

Within 5 days after the opening, further publicity campaigns will be carried out in Dazhou Daily, xx Evening News, xx Advertising, xx TV, xx Radio Media and other media to attract target consumers. attract the attention of the target consumers and arouse the purchasing desire and awareness of the target consumers.

VI. [Activity Program]

On the morning of May 1, 20xx, the xx:xx ceremony officially began.

xx:xx played the welcome song.

xx: xx’s military band and majestic gongs and drums began to play alternately. The host introduced that both soldiers and department stores have created "I have what others don’t have, I have excellence when others have it, I am special about people who are excellent, and I am excellent about people who are special." The business management concept and the content of the opening promotion activities can mobilize the atmosphere of the scene, attract the attention of guests and customers, and gather popularity.

xx: xx announced the official opening, with gun salutes, small balloons flying, colorful debris, and the ceremony reaching its climax. The host announced the official business. Consumers can come in and shop.

xx: xx activities include performances and related interactive activities.

xx: xx The entire activity is over.

2. Opening planning plan

1. Activity theme

XX Hotel opening ceremony

2. Activity time

June 20XX

3. Event location

Nanyang Institute of Technology, School of Liberal Arts, Room 10#117 (to be determined)

4. Event background

How to influence the recognition of "xx Grand Hotel", transform the "potential energy" created by the brand into a driving force in the same industry in Nanyang City, and use the opportunity of this opening ceremony Taking the opportunity to expand the hotel's popularity and increase its reputation, so as to give yourself a good start, is the core problem to be solved when opening a new store.

5. Host

6. Participants

1. The board of directors and all staff of the hotel.

2. Relevant personnel from major media in Nanyang City.

3. Relevant leading guests from Nanyang City and relevant leading guests from Wancheng District.

4. Other relevant business partners.

VII. Planning Ideas

1. Carefully create an event atmosphere at the opening ceremony, create a strong visual impact on the target audience, and improve the audience's awareness and memory of the bank.

2. Increase the intensity of integrated advertising and publicity to enhance communication effects and social influence.

3. The opening ceremony strives to be grand, fashionable and active, and strives to exaggerate the festive atmosphere of the opening.

8. Purpose and significance of the event

Officially announced the opening of the hotel, attracting the attention of colleagues in the Nanyang market, target consumers and media friends;

Let the Nanyang market Target customers and potential users of competitors can further fully understand the unique services provided, create a strong desire for experience, further strengthen interaction and communication with Nanyang media, and create a good public opinion environment for sales and promotion in the regional market; with the help of Opening opportunities, establishing a healthy relationship with relevant government departments and partners in Nanyang market, paving the way for subsequent market operations and promotion. Let people have a preliminary understanding and understanding of XX Hotel. Participants: Relevant leaders at the city and county levels, company leaders, outside friends, and relevant media.

9. On-site layout:

Including off-site layout and on-site layout:

1. Set up welcome booths on both sides of the hotel (10#117) door Two people, decorate appropriately with balloons and other supplies.

2. Hang a banner on the door of the hotel, the content is: XX Hotel Opening Ceremony;

3. Set up a welcome desk in the lobby of the hotel (10#117). There is one guest, and there is a hostess wearing a festive cheongsam (depending on the situation) next to the event site to guide the guests to sign in, wear VIP flowers, guide the guests to enter the ceremony, and cooperate with the ceremony;

4. Name of on-site etiquette service personnel, responsible for maintaining order on site, serving tea to guests, etc.

5. A pair of outdoor remote speakers are placed on both sides of the rostrum. Festive music will be played at the beginning of the event and the host and relevant leading guests will make speeches amplified at the beginning of the event.

10. Relevant celebration arrangements and personnel arrangement

Omitted

11. Opening ceremony implementation process

20XX, X month 00 hotel staff arrived at the site to make preparations, and security personnel formally secured the site.

12. Celebration process

XX: 00 All preparations for the event are ready, and festive music is played.

　XX: 00 etiquette lady welcomes guests (wear VIP flowers, ask leaders to sign and guide relevant leaders and guests to the rest area).

　XX: 00 The host introduces relevant activities and invites relevant leaders and guests to take their seats in front of the rostrum.

XX: 00 The host announced the formal start of the ceremony at xx Hotel and introduced the leaders and guests present.

XX: 00 The first item: Firecrackers (download firecracker music instead).

XX: 00 The second item: Invite relevant leaders of Nanyang City to give speeches. (There will be live music when taking the stage and light music when speaking)

XX: 00 The third item: Invite the leaders of Wancheng District to give a congratulatory message. (Sound music will be played when taking the stage, and light music will be played when speaking)

XX: 00 Item 4: The hotel chairman or general manager will make a speech and introduce the company. (Sound music will be played when taking the stage, and light music will be played when speaking)

XX: 00 The fifth item: The host invites relevant leaders to cut the ribbon for XX Hotel. (Etiquette accompanying, setting off fireworks, festive music)

XX: 00 Item 6: The host announces the successful conclusion of the opening ceremony, and the hotel chairman or general manager bids farewell to relevant leaders and guests.

Thirteen. Expected effects

1. The news of the opening of XX Hotel will be widely disseminated and attract more target consumer groups to participate in this event.

2. Deepen the impression of XX Hotel in the minds of consumers.

3. Whether it is from the early planning or the later execution, we must strive to make this opening ceremony achieve an unprecedented sensational effect.

4. Enhance internal employees’ confidence in the company.

5. Surpass the latecomers in the same industry and become a dark horse in the industry

14. Activity budget funds

1. On-site layout : Banners, balloons, salutes, fireworks, etc. ***××× yuan.

2. The fare for relevant leaders to attend the meeting and other expenses are ***××× yuan.

3. After the event, gifts of ***××× yuan will be given to relevant guests and reporters.

3. Opening planning plan

1. Background analysis:

Advantages:

1. The hotel is located on Sansu Avenue, Meishan City , first to the train station, and then to the city center. The transportation is convenient and there are many mid- to high-end accommodation communities in the surrounding area.

2. There are few hotels in the surrounding area and strong competitiveness.

3. This hotel is a newly renovated business hotel with outstanding decoration style and complete supporting facilities. Its business projects are at the forefront of Meishan City’s consumption and have great development potential.

Disadvantages: 1. There are not many high-income people in the surrounding area and the area is not popular enough.

2. The hotel is not well-known and the target group does not know enough about the hotel; 3. The hotel’s core competitiveness is unclear and its features are not outstanding.

2. Marketing purpose:

Establish the hotel’s reputation, increase popularity, establish a relatively stable consumer group, and steadily increase income.

Based on the local area, create a first-class local hotel image.

Target groups:

Local high-income people, people seeking fresh and exciting night trips, various enterprises and institutions, government agencies and groups, major travel agencies and groups, and people coming from out of town.

3. Project analysis:

As a special commodity, hotel marketing is different from other commodities. The key lies in how to correctly create consumer demand. In China today, the hotel industry is becoming increasingly prosperous and the competition is fierce. But there are only a few varieties. Economy, luxury and business. The economic type competes on price, the luxury type focuses on service and luxury, and the business type focuses on complete supporting facilities. Little attention is paid to taste. Our hotel can fill the gap in taste at this time. Paying attention to taste will be the core competitiveness of this hotel.

Advantages: Pay attention to the environment and atmosphere. To put it bluntly, it is to create a good atmosphere. This is an almost blank hotel concept in China. A variety of romantic settings to choose from.

Membership management protects consumers’ privacy to a great extent, provides convenient transportation environment, and has obvious geographical advantages and flexible room selection methods.

Challenge tradition and cater to the psychological needs of modern people who pursue novelty

Disadvantages: There are many safety hazards

No advantage in policy

4. Specific marketing strategies:

1. Release opening event information and specific activity content to target consumer groups in advance;

2. Promote membership and increase membership processing;

3. Marketers promote sales and directly face customers through phone calls, door-to-door visits, etc. Cooperate with professional companies and sell together. Sign consumption agreements for key units. Carry out activity tracking and after-sales return visits at any time. Each department must establish and improve a customer file system and summarize work in a timely manner. In order to cooperate with the smooth progress of this marketing activity, the leaders of each department and the marketing department personnel need to carry out telemarketing, contract sales and other related sales work at the same time to achieve full-scale marketing. The teams must cooperate with each other and do their best to achieve this goal. A battle.

Publicity:

1. Preliminary warm-up of the event [publicity of news, soft articles, advertisements, distribution of DM, POP, etc. in place].

2. The choice of newspaper media.

3. Choice of TV media.

4. Choice of online media.

5. Selection of outdoor media.

6. Selection of radio stations.

7. Distribution of DM [focus on taxi drivers and car owners, and issue opening discounts].

8. Publicity outside the store [hydrogen balloons, lanterns, banners, POP, etc. for the opening. To enhance the opening atmosphere].

9. During the opening ceremony, the top five customers every day will receive more surprises.

10. Lucky draws are also held every day.

Promotional gifts:

1. Lighters.

2. Sculpture {small relief sculpture, with collection and ornamental value}.

3. Flowers.

4. Crystal products {small handicrafts}.

5. Discount card or free trial card.

5. Specific implementation plan: (omitted)

6. Cost budget: (omitted)

7. Estimated effects of this marketing:

1. Improve the hotel’s popularity.

2. Let half of the local people know about it.

3. All the drivers and masters know this hotel.

4. Come to this route with the target group. This hotel will be chosen when making purchases.

5. Develop and increase the hotel’s regular membership.

6. Let local businesses and business leaders know about our hotel. Will choose this hotel when necessary.

7. Improve customer satisfaction, reputation and loyalty. Make them eventually become regular customers and members of the hotel.

8. Through the promotion and sales of the main product (guest rooms), it will also drive the sales and popularity of ancillary industries.

This plan is mainly conceived for opening marketing, and the marketing strategy is just a small framework. In terms of market analysis, I believe that investment companies are well-informed. Looking forward to communication and advice.

4. Opening planning plan

1. Planning ideas

Based on the characteristics of background analysis, this shopping mall can be seen as the leader in regional consumption, so it must first gradually Improve visibility and reputation, form a good reputation among consumers and help expand merchants. All of these require upfront promotional campaigns to build consumer awareness. Of course the opening day is the top priority.

"Opening" must ensure that "the first battle is sure to win" is the primary issue for all new projects, especially today when business is becoming increasingly fierce. Therefore, it is necessary to achieve: both a warm on-site atmosphere and tangible In the early stage of event promotion, various celebration activities need to be explosive and famous, so as to be the first to gain a foothold and gain a firm foothold.

2. Principles of activities

1. The opening ceremony must be scaled with momentum and pursue a warm atmosphere and attraction.

2. Through the opening ceremony, strive to leave a deep impression on surrounding residents.

3. There must be continuous promotional activities, so that customers have a sense of freshness, and can form news points for easy dissemination.

4. Promotional activities can indeed make customers feel "affordable" and ultimately increase the reputation of this mall.

5. The project planning plan should be easy to operate and implement, and the risks should be controllable.

3. Objectives of the event

By successfully holding the opening ceremony, we can achieve the goals of increasing the popularity of the mall, promoting investment and attracting consumers.

IV. Preliminary preparation plan

Before the opening, conduct touring-style publicity and performing arts promotion activities in major indoor streets and major schools. Promotion starts.

X weeks or x days before the opening, opening promotional materials will be distributed to surrounding residents, passing staff and various schools.

X weeks or x days before the opening, floating balloons are placed around the mall and opening celebration banners are hung below to create a festive atmosphere. Doing warm-up work for the official ribbon-cutting.

X weeks before opening, increase promotional activities to ensure customer flow on the opening day.

V. Project Implementation Plan

1. Activity Elements

Activity Name: xxx Activity Time: x month x day, 20xx

Event location: xxx Event crowd: mall leaders, special guests, residents of nearby residential areas, interception of passing individual tourists, etc.

Activity goal: By successfully holding the opening event, we can achieve the purpose of increasing the mall's visibility, promoting investment and attracting consumers.

2. Contents of organizational activities

a. Atmosphere decoration outside the shopping mall.

b. On-site layout: stage and sound configuration, flower baskets, banners, floating balloons and cold fireworks, etiquette organization, etc.

c. Performances: military band, lion dance performance, hip-hop and singing performances, and Yangko performance on the xx day to maintain the opening atmosphere

d. Preliminary publicity work:

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1) Promotional vehicles enter the county (suburban) area to tour performing arts promotions

2) Shopping mall pop posters, display boards, etc., create a festive and lively atmosphere

e. Later publicity work:

Perform performances for x days (every afternoon) to maintain a celebration atmosphere for a period of time.

The above plan was determined by our company after many discussions. We ask all leaders to give guidance in preparing for this celebration ceremony. We believe that first of all, we must follow the guiding ideology of "enthusiasm", "frugality" and " Three principles of "meticulousness". The so-called "enthusiasm" refers to trying every means to create a cheerful, festive, grand and exciting atmosphere during the celebration ceremony without making it too boring and boring.

The celebration ceremony is simplified, but it is indispensable for warmth and grandeur. Rather than letting things go in a dull and careless way, or walking into a cutscene in despair, it would be better to simply ignore it.

The so-called "frugality" requires the organizer to be diligent and thrifty, and to be realistic in the expenditure of funds during the entire process of holding the celebration ceremony and preparing for it. Temperance and frugality. The so-called "meticulous" refers to the organizer's preparation for the celebration ceremony. It is necessary to abide by etiquette and conventions, but also analyze specific situations, plan carefully, pay attention to details, divide work and be responsible, and be meticulous. Strive to be thorough and meticulous, and be careful not to make mistakes on the spot even though the duck eggs are dense, but there are still gaps.

In short, we will negotiate and discuss more with you, and we will minimize the cost of the activity and ensure the effectiveness of the activity.

5. Opening planning plan

1. Media promotion

Start 3 days in advance of the restaurant opening (specific date) on XX TV station, XX Education TV station, FM Radio conducts intensive media publicity and promotion.

2. Website promotion

From the date of opening, we will use websites with good cooperation with our company and high reputation for cooperative publicity and promotion. Focus on introducing and publicizing our company’s grand opening information.

3. Comprehensive publicity for XX branches of XX Catering

Produce a banner with "Warm congratulations on the grand opening of XX Drinks XX City Store" and hang it in a prominent position in each store. (The average daily customer flow per store is 260 people*14*30 days, and there are about 109,200 publicity audiences.

4. Restaurant opening promotion support

①Group purchase support

Selling a group purchase package on "XXX.com", a well-known group purchase website that has long-term cooperation with our company, can significantly increase the restaurant's popularity and the number of customers (customer flow) of our restaurant in a short period of time ② Restaurant opening promotion event

Within 3 months before the restaurant opens,

▲Customers who enter the store can enjoy a 22% discount on the entire order (excluding seafood, drinks and staple food)

▲DM single purchase. (DM) Anyone who purchases in the store can receive 1 of our store's signature dishes for free (choose 1 out of 5).

▲The set menu restaurant combines 4 types of exquisite set meals with strong discounts as an opening reward.

▲"Lucky Wheel" activity. Customers who enter the store can participate in our store's lucky wheel activity after the meal. There is a 100% winning rate. The prize is one of our store's special dishes. Customers can use it the next time they come to the store to dine, and there are no other consumption restrictions.

5. Other support

① In the early stage of opening, comprehensively conduct various skills training for employees (front office service, kitchen operations) to improve the service quality and product quality of the restaurant. Be sure to ensure Every customer who enters the store can enjoy the most satisfactory service and dining experience to increase the possibility of visiting the store again.

②At the beginning of the opening, the staffing of each position shall be based on the staffing of the restaurant to ensure the smooth and efficient operation of the restaurant.