How to write a department summary after the promotion? On May 13, the May Day promotion lottery was successfully concluded. Through the support of company leaders and the cooperation of colleagues in Qi Xin, we are innovating. Good results have been achieved. To summarize this promotion, the details are as follows:
Activity time: 20xx-4-21~ 20xx-5-13.
Activity theme: "Gold bars in golden eggs" Activity goal: citizens' activities in the whole city: buying gifts at reduced prices and discounts.
Shop image: the theme of shop decoration is purple and gold, which highlights the nobility of Jiukai home. Balloons are distributed in the store, as well as product information. Gifts are placed at each booth, and the booths are decorated to create a strong festive atmosphere. Prizes are purchased in advance and placed in the lobby. The word "Award" is placed in the front position, giving customers the first impression that it is "cost-effective! Something to send! "
Publicity method: newspaper (April 19: morning paper full page; April 20 evening news full page; ), a newspaper edition (20,000 newspapers on April 2 1 day), posters (500 copies), leaflets (1 1,000 copies), arches and on-site publicity.
Analysis and explanation:
This activity has been actively cooperated by all departments of the company. Colleagues in the property management department are responsible for the speaker debugging, prop building and security work at the event site, which are completed within the specified time, providing effective hardware guarantee for the lucky draw; During the activity, the General Affairs Office was responsible for the decoration of the shopping mall, which improved the activity atmosphere of the shopping mall, and the prizes were in place in advance, effectively stimulating customers' desire to buy.
Summary:
A. Statistically speaking, this promotion has not achieved the expected effect. During the activity, the expected turnover was 6,543,800+0,000, and the actual sales was 630,000, with a success rate of only 63%. According to the passenger flow statistics, April 29th, April 30th and May 1 3 are ideal holidays, with passenger flows of 2 13, 248 and 340 respectively. During other activities, the passenger flow is relatively stable, with an average of 120 passengers/day. The reason is:
1, Jiukai Jiayuan was not properly highlighted during the publicity, which led to customers with a passenger flow of110 going directly to the third stop when they saw the publicity;
2. The timeliness of publicity has not been achieved. One is the publicity period. All the publicity started three days before the event, and some even started at the same time. Moreover, the publicity time is not reserved in advance, and the publicity of the activity content should be at least 3-4 weeks in advance, giving customers a period of excessive understanding;
3. The publicity time did not make full use of the advantages of the network platform, resulting in a dead corner of publicity;
4. Product implantation is not prominent enough, sales staff's service awareness is not high, and product professionalism is not enough, so customers can't be interested in products in a short time.
Salespeople don't take the initiative, most of them follow the customer's ideas. Although unified sales staff training was conducted before the event, the effect was not good. During the whole activity, the service awareness and quality of most of our sales staff have not improved. In addition to the low quality of waiters, the training in shopping malls is not in place. Besides formal lectures, training can also be instilled through daily communication. The service quality of salespeople is not achieved overnight. Through our unremitting efforts and internal training, we can regularly organize professional knowledge learning and improve our own level, from product classification, material characteristics, how to distinguish authenticity, how to distinguish origin, how to rationally arrange booths, and train sales staff to make suggested sales.
B. During the activity, the sales of various businesses were high or low, with a total sales of 654,888 yuan (including the balance of 73,400 yuan): Good selling dream XX:128,900 yuan; Xxxx: 146200 yuan; Xx furniture: 49,200 yuan; Xx: 37 100 yuan; Big xxxx:2500 yuan; Xxx: 17800 yuan; In addition, some stalls are not sold, and most of the second floor is home decoration. The reason is that the logo of the mall is unknown and the customers are not well guided (improving).
C. Activity expenses: According to the sales volume, the prizes for this activity are as follows: 3 gold bars (5g), 2 televisions (1599), 2 refrigerators (1299), 4 mountain bikes (460), 5 bicycles (260), rice cookers, electric cupcakes, and electric appliances. Note: 15000 yuan.
D, the planning of this activity, at first by soliciting the opinions of merchants, and later by the company's special meeting, all the staff made suggestions to make the activity plan more complete and implemented. However, from the details, it is still not rigorous enough. As far as the program performance at the event site is concerned, there is no time planning, so that the lottery time is delayed by half an hour than expected, and the time node of the event is not well grasped. The shelves for activities are required to be ready in the morning, but they will not be in place until two o'clock.
In addition, during the activity, the shopping guide needs to take three major measures in communication:
1, actively introduce and publicize the company's promotional activities and preferential activities;
2. Actively answer customers' questions;
3. Actively strengthen communication with customers.
According to the investigation of customers' awareness of shopping malls, various publicity channels brought some customers, but mainly: most of them were learned through newspapers, community advertisements and surrounding residents. Customers introduced by friends also account for a certain proportion, so it is necessary to establish customer files and recommendation mechanisms. The establishment of customer files is to bring new customers to the mall through the maintenance of old customers; The recommendation mechanism is established to stimulate more people to bring their intended customers to the mall and promote sales.
Judging from the activity site, this year's furniture industry situation has indeed been affected to some extent, with stable sales and no climax. The same is true of several large home shopping malls. However, there are still some potential customers who just need it. It depends on how we find and cultivate customers. At present, we should improve the grade and standard of products in shopping malls and improve the behavior and quality of sales staff. According to the holiday time, make a good plan in advance. The planning of large-scale festivals is completed two months in advance, and the planning of small-scale festivals is completed one month in advance, so that sufficient time is reserved to make the planning more detailed. Go to other shopping malls regularly to learn about the situation, buy corresponding books to enrich your professional knowledge, and ask for more advice through inquiry.
Chapter 2: How to write a department summary after promotion? On May 29th, 20XX, an outdoor promotion activity of 1 day was held in xxxx Square. The theme of this promotion is "Fresh Everyday", which is mainly to promote every product of xx and enhance the popularity of xx. The activity is quite successful.
The rare fine weather provided conditions for the success of this activity. Under favorable conditions, a large-scale stage with high-grade image was built, and xx bands and dance troupes were invited. The humor of the host and the passionate performance of the dancers increased the publicity of the products, which was well received by visitors and consumers. Eight exquisite booths and 16 staff wearing work cards added atmosphere to the event around the scene. Tents with the characteristics of xx company products provide customers with intuitive feelings and facilitate customers to watch large-scale performances on the spot. The activity area of the center has also attracted the attention of a large number of consumers, and posters prompt the instant promotion information of xx series products; Numerous exquisite and practical gifts add advantages to the success of the event and increase the purchase amount of consumers. Promoters came to the promotion desk early, and their thoughtful and enthusiastic service was well received by consumers. Wave after wave of publicity by promoters has also become a beautiful landscape in a crowded square. The warm atmosphere at the scene allows consumers to stop and watch the program while learning about the products and buying them. The wonderful interactive activities on the stage have brought our products closer to consumers. Consumers inquire about our new products in detail and evaluate our products. Everyone agrees that xx is a model of quality success.
On-site colleagues from various regions have accumulated rich sales experience in their specific posts, especially in this large-scale outdoor activity, which has enabled them to have more contact with friends and get to know xx, laying a certain foundation for returning to their regional posts in the future. The efforts of the sponsors have been rewarded with success. The products sold on that day covered the whole SKU of xx, and the sales income on that day was * *** 14200 yuan. After the activity, our xx products, especially yogurt, have been significantly improved. After the event (June1-June 7), our yogurt sales increased by 8,400 yuan compared with May 22-May 28. The increase ratio is XX.2%. Judging from the follow-up buying groups, Tianyou's new customers have increased significantly, especially xx, xx and xx. Many customers said to our promoters: I tasted it last time you did activities in xx, and it was quite good. Dealers are very satisfied with the working attitude of the activities carried out by the company, which also increases the sales motivation of xx customers and makes them devote themselves to xx work.
Whether the activity can achieve satisfactory results depends on the guidance of various departments of the company and the planning before the activity. The scene with the characteristics of xx Yogurt Carnival can not be separated from the careful setting of staff and sales staff, and the overall process of the scene is orderly. At the same time, the performance of the promoters also laid the foundation for the success of the event. Of course, the complete success can not be separated from the strong support of consumers. In particular, on-site take-away sales activities have attracted consumers' visits and active participation. At the same time, according to the field situation, the infectious activities were temporarily increased, which was a complete success.
However, there are some shortcomings in this activity, that is, the on-site sales did not highlight the characteristics and advantages of key products. Some feedback information collected after the activity is still worth thinking about and mining. Xx and xx brands in xx region also have certain strength. We should make use of the quality advantages of products and a lot of publicity to improve the status of products in the eyes of consumers. Not only let consumers know about our products, but also let consumers accept our products. Be more loyal to our products. In addition, the training of promoters should be increased. Let them learn the passionate sales spirit of the sales team and learn various sales skills of business people. Every move of the promoter affects the image of the product. Especially in the promotion site, promoters and consumers are face-to-face transactions, and the words and manners of promoters are also the key factors for the success of the transaction. Companies can carry out targeted education, training and training from three aspects: knowledge, skills and attitude. In order to improve the comprehensive quality of promoters. Contribute to the better development of xx.
Chapter 3: How to write a department summary after the promotion? Summary of holiday promotion activities in shopping malls. The time of this stay is from XX, XX to xx, xx, with total sales of xxxx yuan and an increase rate of xx%. Excluding the natural growth of xx% during the holiday period, the actual growth has reached 28%, exceeding the expected growth target of 5% before the event.
The activity schedule is closely linked with the X-X holiday. Similarly, the average turnover of xxxx yuan for three consecutive days also appeared between the 30th and 1 day, and this pattern continued until the X day.
The publicity expenses in the early stage of this activity are XX yuan for the back cover of XX magazine, and XX yuan for the exhibition board and X frame. Sales of publicity expenses accounted for 65,438+0%. From the distribution of gifts, unit consumption increased, but consumption was concentrated.
The number of gifts distributed is 30% less than the actual expected number.
Sell 4 1 xx mobile phone experience cards during the 9th event. Looking at the cooperation activities with xx company, this new marketing model has brought some new ideas to consumers. In particular, xx Company put up "China xx, xx Department Store Joint Shopping to Send Mobile Phone Experience Card" and printed 500 leaflets. "Colorful festivals, xx Department Store, China xx joint shopping get Unicom experience card" not only publicized our activities, but also made consumers feel the benefits. Judging from the above situation.
1, media selection
Media selection: There are some shortcomings in the selection of media platforms in this activity. On 28th, an advertising campaign was launched, but on 29th, sales decreased 17.6% compared with last Saturday. On the eve of New Year's Day, the turnover should show an upward trend, especially driven by promotional activities. From the data point of view, in our media selection, the scope of publicity is narrow and the target group is biased.
Our main theme is the slogan of fashion and leisure, which is aimed at fashionable women and young people, and we should also choose a platform with high visibility in the media. Meet the needs of shopping malls and target groups.
2. Lack of planning
Lack of planning, promotional activities are organized and implemented under time pressure. Although they have a certain market base, the overall development direction of a single activity or enterprise is quite different from the annual plan. A single activity can't help the accumulation of corporate brands, but it will affect the pace of brand accumulation.
For example, this activity refers to the sales records of best-selling brands in the formulation of prizes. However, several best-selling brands did not participate in this activity, which not only affected the activity, but also affected the cohesion of the mall.
3. The coordination between the for-profit sector and the non-profit sector is poor.
The coordination between the profit-making department and the non-profit department is poor, and the promotion activities of the floor hall can not be regularly fed back to the planning department that publicizes this information. The promotional materials in the lobby have become domestic sales documents, which can't increase brand customers, and the purpose of small profits but quick turnover has become wishful thinking.
The planning department has lost the support of this information. When making an activity plan, we can't combine shopping mall activities with special pavilion activities, which will not only be independent, but also isolate the activities. When the sales department negotiates the proportion of activities with agents or manufacturers, it loses its position.
4. Poor implementation of activities
Poor implementation of activities
Regardless of the size of an activity, "strategy accounts for three strokes and seven styles", which shows the importance of activity implementation. Even if no one implements the optimal strategy, he will still wait for zero. Employees do not know enough about the promotion knowledge of activities, lack service enthusiasm, and lack skills and vitality in promoting promotional activities. In the minds of employees, there is no concept of "activities have greatly increased in turnover, and there is a lot of capital and manpower input". In addition, there is no radical plan in the sales process, and the sales tasks are not subdivided. "General management, probably sales" also limits the growth of sales.
5, forward-looking and fashion performance is not enough
It is not enough to be forward-looking and fashionable. Planning department members should often go out to learn the latest market information, do a good job of sorting out the information and learn more about the fashion information at the forefront of fashion.
Next plan
To overcome all kinds of difficulties and avoid the above situation, each activity has the following five elements.
1, accurate market background;
2. Careful planning;
3. Close integration;
4. Close cooperation;
5. Strong execution.
On June/KOOC-0/65438+/KOOC-0/October/KOOC-0/February-25th, xxxx, a large-scale promotion activity for the 7th anniversary was held. Due to the favorable conditions, favorable geographical conditions and favorable people, coupled with attractive seasonal commodities and promotional activities, the overall effect is good, leaving a good teaching material for our future work.
The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed.
In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.
In terms of commodities, with the seasonal promotion activities of "hot fresh, only 1 day" and "crazy special price, limited time snapping up", the purpose of charging with the overall news and stimulating popularity and sales volume by using commodities has been achieved. Coupled with the store's display cooperation, on-site promotion. The seventh anniversary broadcast draft we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying and promoting.
It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.
The seventh anniversary party pushed the whole seventh anniversary to a climax. The performance of each store is remarkable, and the invitation of suppliers has raised our company's corporate culture and business philosophy to a new height.
The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening.
We also have certain advantages in weather, geography, people and society. At the beginning of the seventh anniversary activity, the weather suddenly turned cold, which made the seasonal goods in the original newsletter plan hot. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well? However, in the process of planning, organizing and controlling the activities, there are still many shortcomings: in the middle of this seventh anniversary activity, some work in promotion plans, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review.
1. Some promotional activities were aborted because suppliers could not be found.
2. Unfortunately, the supervision form has not been implemented.
3. The on-site enforcement of the store is not strong enough.
4. The timely follow-up audit of the mall was not completed.
5. The unreasonable manpower arrangement of the store leads to the failure to give full play to this single activity.
6. The development and procurement of new/sensitive commodities have not been fully implemented, which is the biggest regret of this seventh anniversary.
7. In the seventh anniversary activities, the store has obvious shortcomings in the creative display of some products, which need to be improved.
8. In the seventh anniversary merchandise activity, the store did not do a good job in on-site promotion, sometimes, sometimes not, and did not thoroughly train and track the on-site promotion personnel, resulting in the feedback of some consumers not being collected and unable to be used for reference in future work.
9. During the seventh anniversary activities, the popularity of stores rose sharply, and they went up for sale, but the hygiene work was not followed up in time, resulting in unsatisfactory hygiene at the stores and their doors, like garbage dumps.
During the seventh anniversary of 10, some sensitive goods were seriously out of stock, which affected consumers' purchasing mood and was a major ban for merchants. We must seriously reflect! In short, any work should be constantly summarized and reviewed in order to do a good job in the next newsletter. We hope to make the whole short message marketing plan better and implement it better in the future.
I recommend it carefully.