Featured column recommendation: "Promotion Plan".
In a blink of an eye, the event is about to come, and we need to prepare an event plan in advance. Activity plans can help carry out activities better, so you must not forget to write this activity plan now! Is your activity plan ready? In this column, I specially took the time to collect and compile sample essays on year-end promotion plans for you. You are welcome to read, collect, and share them with people around you! Year-end promotion plan sample article 1
1. Activity theme
Love is priceless, love me and you will get a prize
2. Activity time
From xx, xx to xx, xx, 20xx
3. Target audience
Participants and husbands (or boyfriends) of beauty salon members
4. Event content
During the event, all female friends can receive a Best Love Words Selection Voucher and select the best love words expression in their minds for various awards. All female friends participating in the selection can You can receive an experience coupon (or a certain yuan voucher) from the beauty salon, and participate in the lottery to get exquisite prizes; the results of the selection will be announced on site, and the "Most Touching Love Words Award" and "The Most Creative Love Words Award" will be selected. , "Best Popular Love Words Award", "Most Simple Love Words Award", "Most Humorous Love Words Award" and other five awards. The winners will receive a free Western restaurant couple set meal (or free couple movie set); at the same time, they will be drawn to participate Several winners will be selected (awards and prizes will be determined by the beauty salon).
5. Promotion of the event
1. Key time for promotion: five days before the event.
2. Publicity methods:
a. Distributing orders (theme: a letter to a man);
b. Hanging banners (activity theme) ;
c. A certain poster is posted or a certain exhibition stand is displayed (description of activity content);
d. A newspaper clip;
e. Promotion of female members of the beauty salon , ask to be brought to her husband or boyfriend;
f. Others.
6. Notes for the event
1. The leaflet should be provocative and infectious, and should put forward the most reasonable, romantic and considerate reasons to impress people. Target audience - men;
2. Key points of publicity rhetoric: Emphasize that sending a special package of "Romantic Gifts for Couples" is the most caring thing for your wife (girlfriend) and is a practical manifestation of love. ;
3. Set sales targets for the event and decompose them into corresponding task indicators for each beautician (beauty consultant). After the event, rewards will be given based on the achievement rate.
4. Beauty salons must be appropriately decorated inside to create a festive promotional atmosphere and stimulate customers’ desire to buy; if there is a “men’s stop” notice posted, it must be removed during the event; at the same time, it must be displayed outside the store Pay attention to the interference of urban management when entering the heart-shaped board;
5. You can cooperate with florists, Western restaurants, men's clothing stores and other merchants for joint promotions to enhance the influence of the event;
6. This plan is for reference only. The specific promotion content and implementation details should be adjusted and supplemented based on the actual situation of the business district and beauty salon. Year-end Promotional Activity Plan Sample 2
We can divide consumers’ consumer psychology process into seven stages: attention, interest, association, desire, comparison, conviction, and decision. During the New Year, consumers’ consumption desires are even more intense. In other words, during this period, the change time of consumer psychology in these seven stages will be greatly shortened. Effective communication with consumers is to use visual, verbal, and demonstration methods to convey New Year promotional information to consumers, seize the moment of changes in consumer psychology, and prompt consumers to quickly form a purchase decision-making process.
During the New Year promotion period, in order to avoid excessive, disorderly, and cluttered information delivery that disrupts consumers’ audio-visual experience, promotional information with a single simple theme should be delivered. Capture customers' auspicious psychology. During the Spring Festival, everyone hopes for good luck in the coming year, and when shopping during the New Year, they also hope to get a “good luck”, wealth, and peace. Posting Spring Festival couplets and other various folk activities fully reflect this cultural connotation, and also create a prosperous market for holiday supplies (for this time sending blessings and wealth). The New Year is the Chinese people's reunion festival, responsible for the etiquette exchanges between relatives and friends. It has important social functions such as emotional connection with colleagues and expressing good emotions. Along with visiting relatives and friends, greetings and blessings, and family reunions, the market for New Year goods and gifts is booming. (Lihe, foreign wine, and health care products, these high-profit products should be displayed more extensively and decorated with effects) Buy atmosphere, buy feelings, buy services, and buy benefits. The festive and joyful atmosphere greatly stimulates people's desire and impulse to consume (it is also a good time for supermarkets to sell new and special products)
1: New Year promotions are nothing more than price reductions, bundling, gifts, exchanges, etc.
You can approach consumers step by step through a variety of information communication methods to achieve sales goals:
1. Media communication. This is a traditional way of transmitting information and communicating with consumers, using radio, television, newspapers and other media that can influence the consumption behavior of target consumer groups to introduce activities and group buying content. The choice of media, the frequency of placement and the theme of each placement should be determined according to the specific requirements of the event. The purpose is to guide consumers to pay attention to this promotional event, which is the first step to promote consumption.
2. Sales come alive. Vividly arrange the shelves, stacking displays, POP layout, environmental atmosphere, etc. in the store to remind consumers of information about promotional activities. In the process of sales vividness, attention must be paid to highlighting the theme and making it clear at a glance. Generally, the display should be in place 3 days to 1 day before the event. This communication method not only deepens the New Year atmosphere, but also can get closer to the people.
3. Personnel Promotion. This is the most direct way to communicate with consumers. Set up activity redemption points or direct sales inside and outside the store, and communicate promotional information to consumers face-to-face through direct communication between promotion staff and consumers, prompting consumers to make purchases.
2. Use different communication methods for different consumer psychology stages
Each of the above communication methods has its own different characteristics, and different communication methods should be chosen according to different consumer psychology stages. , but this connection requires flexibility and the following characteristics should be noted:
1. It belongs to the attention, interest, association, and desire stages: mainly using media, market impact and other methods to guide consumers to the terminal.
2. It belongs to the stage of desire, comparison, conviction, and decision: it mainly uses vivid and personal selling methods to encourage consumers to quickly form purchasing decisions.
During the New Year period, nearly 50% of consumers entered the store just to buy other products or because they had to buy such products without receiving any promotional information. Therefore, Vividness and personal selling are crucial.
3. High-profit products in the New Year should be displayed in the form of a pile head. The pile head should have a strong impact and be imposing. Pay attention to the shape of the pile head. It can be designed with traditional Chinese festive images.
3. Do a good job in display work in shopping malls and supermarkets
Display includes all display points in the store, such as shelves, counters, piles, special shapes, freezers, etc. The conventional display standards for these display points include light at the top and heavy at the bottom, first in, first out, ratio of various brand products, and color matching. In addition, during New Year promotions, the following main principles should also be paid attention to in display:
1. The principle of consistency means that all display points during the promotion period express the information of this promotion and should not contain other non-promotion information or outdated information.
2. The principle of highlighting refers to focusing on the core brand and packaging of this promotion.
It can be reflected by centralized display, increasing the proportion of display, setting up special display positions, etc.
In the actual operation process, each store should seriously adhere to the key to good display, because no matter how good the display standards and principles are, they are reflected through actual display operations. A common problem encountered during the New Year is that due to the large sales volume, the products stacked on stacks or shelves will be taken away by customers in a short time, leaving no time for replenishment or replenishment. Year-end Promotional Activity Plan Sample Article 3
1. Promotional Activity Time
20xx, x, x, x, 26, 20xx, x, 26, 20xx
***Seven days (New Year's Eve from the 20th to the 26th)
2. Activity theme
Qianxi welcomes the new year, half-price refund
3. Activity content
Main activity: Qianxi welcomes half-price refund
1. Half-price refund for one day out of 7 days: that is, randomly pick one day out of 7 days, and give 50% of the shopping receipt amount back to all customers who shop on that day to spend The refund will be made by exchanging coupons;
2. The refund amount for a single shopping receipt shall not exceed 5,000 yuan;
3. One day out of 7 days will be notarized on the spot on the first day of the first lunar month and randomly selected, or by The mall has reserved the day (you can choose the day with the lowest turnover);
4. Starting from January 26th (the first day of the Lunar New Year), between January 26th and February 5th, you can get 50 shopping vouchers on the spot with the Chinese and Japanese shopping receipts. ;
5. Shopping vouchers must be consumed before February 15th, and are invalid after the expiration date;
6. Home appliances, telecommunications and other commodities are excluded (clearly stated on shopping mall posters);
Feasibility: One day out of seven days, 100 will be returned, which is equivalent to a 16% discount on the entire site; 50 will be returned, which is equivalent to a 93% discount on the entire site. In addition, the consumption vouchers are used for re-consumption, so the actual cost is actually very low.
Auxiliary activities
1. Men’s and women’s clothing sales;
2. Children’s mall shopping and free books;
3. Factory promotions Activity.
Event promotion
1. Newspaper advertising:
2. Radio advertising:
3. On-site banners
4. On-site lanterns
Cost budget (omitted)
1. Choose a suitable store;
1. The store attaches great importance to this product and has a strong interest in it. Willingness to cooperate and be willing to cooperate with the manufacturer in promotion, stocking, display, profit sharing, publicity, pricing, etc. (
Be especially careful when cooperating with supermarkets that are notorious for price-cutting);
2. Large flow of people, good image and good geographical location;
3. The positioning of the supermarket and the customer base of its business district are consistent with the positioning and target consumer groups of promotional products.
For example: a glass bottle soda promotion store should be located in a family area or near a school; a leisure products promotion store should be located in a high-image supermarket in the city center or a supermarket in a high-end residential
district or business district.
Second, there must be incentives for promotion policies;
1. Follow the example: Use festival gifts and new product launches to eliminate the negative impact of disguised price reduction promotions;
2. Effective hype:
ü The "event name" must be attractive and easy to spread:
For example: a rice wine manufacturer promotes the heating and drinking of its products in a hotel, and the promotion name is " "Green plums make wine and talk about heroes"
The name of the coffee cup given by Nestlé plus coffee is "Red Cup Happy Gift (Ode)";
The nickname of the gift should be loud:
For example: KFC’s star plastic man is named “Super Cool Ball Party”
ü The value of the gifts should be increased:
For example: Colorful Summer UV Protection Secret Sun fan;
üLimited gifts serve as catalysts:
Consumers always buy up but not down, allowing consumers to see at the event that there are not many gifts piled up, and the gifts next to them are empty There are quite a few boxes, and this feeling of "coming late and getting no free gifts" will greatly increase the desire to buy;
3. Try not to give away gifts with the same product (such as "buy two, get one free"), free of charge There is a suspicion of lowering prices and selling goods. As a result, it may not "hit" the target consumers, but instead "hit" low-income consumer groups who are greedy for cheap prices.
4 Mature brands can be used to drive bundled sales of new brands, but it should be noted that the grades and positioning of the two must be at the same level (if the old brand has faced various brand crises and outdated images, Not advisable).
Sprite, one of Coca-Cola’s main products, is especially popular in second- and third-tier cities. Suzhou is another new brand launched by the company after Sprite and Fanta. Its target market positioning is similar to Sprite. The product was bundled with Sprite on the market and achieved good results in the secondary and tertiary markets; the famous Sanzhu Company launched a new product and bundled it with its old product Sanzhu Oral Liquid, but its old product failed to make promises to consumers due to long-term advertising appeals. High, while facing major consumer complaints, the brand image is poor, and the tie-in with new products hinders the development of new products, and ultimately fails. The level of promotional policies facing consumers should not be too high, and a variety of choices must be provided. .
For example: buy
1 bag/pack and get a transparent key bag;
Buy 2 bags/pack and get a highlighter;
Buy 5 packs and get a set of dart toys;
Buy 1 box and get a T-shirt.
6 Limitation principle.
When cooperating with supermarkets for purchase gifts and special price promotions, be sure to specify the limits in the promotion agreement. Otherwise, if there is insufficient supply of gifts/special price products during the promotion period, you will face the risk of fines and clearance.
3. Select appropriate product items, promotional items, and gifts;
1. Principles of advertising product design
ü The style of advertising products should be in line with the target consumers The psychological characteristics of the group are consistent:
For example: the tone of sports drink promotional materials: alliance with sports events, vitality, and quick replenishment of physical strength;
The promotion direction of medium and low-priced food: more affordable and larger Weight, more eggs, more nutrition;
Promotional style of children's products: products are delicious/easy to use, gifts are fun, and cartoon appeals;
ü Promotional pop price tags and Content: Event planning
Mark the promotional price and the original price at the same time to show the difference; reduce the text as much as possible so that consumers can read the entire text within three seconds and clearly understand the promotion content;
ü Cleverly write special prices:
Some city price bureaus prohibit the comparison of original price and special price on posters. In this case, you can write the original price of the least popular flavor and write discounts on the other flavors. Consumers will naturally understand the price (for example: seafood flavor is 2 yuan/pack, other flavors are 1.8 yuan/pack).
U is famous for its name: use "excuses" such as new product launches, festival gifts, etc.; Year-end promotion plan Sample article 4
1. Cashback for clothing year-end promotions
Cashback means that when the terminal store is promoting, it stipulates a certain amount of purchase, and the amount of cash will be returned on site. For example, if the purchase is full, Get 20 yuan back for 200 yuan, which is like a 10% discount. This kind of promotional method is often used in shopping malls. Because it is directly returned in cash, it is more attractive. However, when formulating promotions, you should pay attention to the amount of cash back, which does not exceed the limit and is attractive (more exciting things can be found in the World Factory Network School Channel). Therefore, it is very important to set a reasonable cash back amount.
2. Limited time sale of clothing end-of-year promotion plan
It is more commonly used in shopping malls, and can also be used in larger stores. It can be promoted about two days in advance, and banners can be posted in advance. Hang up, the real promotion time can be limited to one day. Generally, product discounts are relatively low. New products with regular price are collected in the cabinet. If the quantity is not large, you can continue to apply to the company to achieve a certain influence and find a good theme. Such as full site decoration, facade relocation, store celebration, etc.
Clothing end-of-the-year promotion plan - lottery promotion
It refers to taking advantage of consumers' pursuit of excitement and hoping to win prizes, to win cash, prizes or goods through a lottery, and to strengthen the desire to purchase a certain product. Desire has a direct stimulating effect on sales. It can attract new customers to try to buy, and encourage old customers to buy again or multiple times to achieve the purpose of promoting product sales.
Lottery promotion is the most common promotion method in our daily life. Whether it is a big brand or a new brand entering the market, lottery promotion is a tried and tested promotion method.
3. Special offer cycle of clothing year-end promotion plan
Fixed promotion time allows consumers to form a habit of focusing on special offers (more exciting ones are available on World Factory Network Xuetang Channel), such as special promotion days every Saturday, such as monthly special sales, put regular-priced products into storage, and then replace all products after the promotion is over, and display them well to digest inventory. For larger stores, the inventory is relatively large, and you can try it out during special sales.
4. Discounts and higher discounts for clothing year-end promotions
Some shopping malls implement 40% off sales, but use another method, such as 50% off and then 20% off, which attracts many People buy, this is to capture people's psychology of liking more discounts. You can also borrow it from the store. For example, members can get a discount, and for example, you can get an additional 10% off if you buy as much as you want.
5. Direct discounts for clothing year-end promotions
It can quickly boost sales in the short term, take effect quickly, increase consumer purchases, and has the greatest impact on consumers. Temptation, direct discount is the most common and most effective promotion strategy adopted in sales promotion.
In the current situation where the market integrity is not high, there are promotions everywhere and consumer traps everywhere (more exciting things can be found on the World Factory School channel). Faced with the turbulent market environment, as a consumer, Sometimes I can’t tell the difference between authenticity and I feel a bit at a loss when facing numerous promotional activities.
Therefore, in such a general environment, discounting goods is the most direct method and the method most acceptable to consumers. The disadvantage is that it cannot solve the fundamental marketing dilemma and can only bring short-term sales. promote.
It cannot solve the deep-seated problem of market improvement; at the same time, the decline in product prices will lead to a decline in corporate profits. Moreover, once the product declines, it is very unlikely to return to the previous level without discounts. Indiscriminate discounts will damage consumers' loyalty to the brand.
6. Off-site promotions for clothing year-end promotions
Off-site promotions mainly use the flow of people outside the store and special products to attract popularity, and can bring customers into the store to promote other products. , kill two birds with one stone. If the space in front of the store is large and the flow of people is good, you can use out-of-store promotions. The effect is good. The floats are required to be large and in large numbers to create momentum. The floats are surrounded by promotional posters with attractive content.
If you are interested, you can also contact the shopping mall to hold a special promotion at the door. That would be better because it will have a large flow of people. If possible, it is best to use a large awning, which can provide shade and prevent rain. You should also pay attention to the relationship with the urban management and obtain approval to avoid unnecessary trouble.
7. New product promotion in the clothing end-of-year promotion plan
It is now very common for underwear stores to promote new products as soon as they are launched. They mainly want to attract more customers during the peak season to increase the sales of old products. The number of customers is mostly in new brand stores. Generally, new product promotions are mainly through giving small gifts, and do not use direct discounts on new products. End-of-year promotion plan sample article 5
Cashback
Cashback means that during the promotion, the terminal store stipulates a certain amount of purchase, and the amount of cash will be returned on site. For example, if you purchase 200 yuan, you will get 20 Yuan, like a 10% discount. This kind of promotional method is often used in shopping malls. Because it is directly refunded in cash, it is more attractive. However, when formulating promotions, it is important to pay attention to the cash rebate amount, which does not exceed the limit and is attractive. Therefore, it is very important to set a reasonable cash rebate amount.
Limited time sales
They are more commonly used in shopping malls and can also be used in larger stores. They can be promoted for about two days, banners can be hung in advance, and the actual promotion time can be limited to one day. Generally, product discounts are relatively low. Keep new products at full price in the cabinet. If the quantity is not large, you can continue to apply to the company to achieve a certain influence. Find a good theme, such as full-site decoration, store relocation, store celebration, etc. .
Lottery promotion
Refers to taking advantage of consumers’ pursuit of excitement and hope of winning, using a lottery to win cash, prizes or commodities, strengthening the desire to buy a certain product, and having a direct stimulating effect on sales. , can attract new customers to try to buy, encourage old customers to buy again or multiple times to achieve the purpose of promoting product sales.
Lottery promotion is the most common promotion method in our daily life. Regardless of whether it is a big brand or a new brand entering the market, lottery promotion is a tried and tested promotion method.
Special offer cycle
Fixed promotion time, so that consumers can form a habit of focusing on special offers, such as special promotion days every Saturday, such as monthly specials, and regular prices. The products are put into storage, and after the promotion is over, all products are replaced and displayed well, mainly to digest the inventory. For larger stores, the inventory is relatively large, and you can try it out during special sales.
Discounts and double discounts
Some shopping malls implement 40% off sales, but use another method such as 50% off and then 20% off, which attracts many people to buy. This is to catch people's likes. The psychology of many discounts. You can also borrow it from the store. For example, members can get a discount, and for example, you can get an additional 10% off if you buy as much as you want.
Direct discounts
Direct discounts can quickly boost sales in the short term, take effect quickly, increase consumer purchases, and are the most impactful and attractive to consumers. Direct discounts are used in promotions. The most common and most effective promotional strategy.
Nowadays, when the market integrity is not high, promotions are everywhere and consumer traps are everywhere. Faced with the turbulent market environment, as a consumer, sometimes it is difficult to tell the difference between authenticity and authenticity, and it is a bit confusing when faced with many promotional activities. Feeling at a loss.
Therefore, in such a general environment, discounting goods is the most direct method and the most acceptable to consumers. The disadvantage is that it cannot solve the fundamental marketing dilemma and can only bring short-term sales improvement.
It cannot solve the deep-seated problems of market improvement; at the same time, the decline in product prices will lead to a decline in corporate profits. Moreover, once the product declines, it is very unlikely to return to the previous level without discounts. Indiscriminate discounts will undermine consumer loyalty to the brand.
Off-site promotions
Off-site promotions mainly use the traffic outside the store and special products to attract popularity. They can bring customers into the store to promote other products, killing two birds with one stone. If the space in front of the store is large and the flow of people is good, you can use out-of-store promotions. The effect is good. The floats are required to be large and the number is large to create momentum. The floats are surrounded by promotional posters with attractive content.
If you have a relationship, you can also contact the shopping mall to hold a special promotion at the door. That would be better because there will be a large flow of people. If possible, it is best to use a large awning, which can provide shade and prevent rain. You should also pay attention to the relationship with the urban management and obtain approval to avoid unnecessary trouble.
New product promotion
It is now very common for underwear stores to promote new products as soon as they are launched. They mainly want to attract more customers during the peak season to increase the number of old customers, mostly in new brand stores. , Generally, new product promotion is mainly through giving small gifts, and does not use direct discounts on new products.
Festival promotions
There are many festivals in China, which are good reasons for everyone to engage in promotions, such as New Year’s Day, Valentine’s Day, Women’s Day, National Day, Mother’s Day, Teacher’s Day, and Dragon Boat Festival Traditional Chinese festivals such as New Year's Day, Spring Festival, New Year's Day, etc., because during this period, the consumption power surges, it is the golden period for underwear sales. Therefore, every store wants to seize this opportunity and seize the market, and the competition patterns are also diverse. You can get discounts or give gifts. It is best to add promotional propaganda. The banner at the door is more conspicuous, and the effect will be better if you add member promotional text messages.
Theme promotion
Theme promotion is to create a theme and then launch promotion activities around the theme, so that consumers think it is worthy of the name. Such as store celebrations, facade decoration, factory celebrations, holidays, etc. Everything happens for a reason, especially promotions. Unclear promotions cannot arouse customer recognition. There is a saying that goes, “There is no reason to create a reason but to promote it.”
It refers to the cooperation between two or more brands or companies to carry out promotional activities, usually between two well-known brands, focusing on strong cooperation to achieve a win-win goal. Basically, it is difficult to carry out joint promotions between two unequal brands.
Joint promotion
Clothing stores can join forces with cosmetics, beauty salons, women's clothing stores, etc. for promotions. Such an interactive promotion method can effectively integrate the resources of two brands, concentrate their advantages, make promotional activities bigger and better, and save both parties funds to a certain extent. Therefore, it is a good way.
But please also note: the selection of partners must be product-related. In addition, when exchanging gifts, both parties should pay attention to equivalent amounts and conduct promotional activities based on the principle of cost sharing.
Consumption coupons
Consumption coupon promotions can be done not only during holidays, but also during normal times.