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新店开业活动策划详细方案(Detailed plan for opening new store activities)

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新店开业活动策划详细方案(Detailed plan for opening new store activities) Preface The program of activities is project guidance publicity planning site opened, the dealer on the basis of the outline, combined with the local store size, culture, customs, seasonal, competitive environment, consumption habits and other characteristics can be properly adjusted, but the original plan project can not be changed. As a brand monopoly system, how to ensure the "first battle victory" is the first issue of new store opening. To solve the problem of successful business practice, we must adopt the method of "popularity - Business - Business - opportunity", that is, three steps should be taken in the concept: stimulating popularity, building business opportunities and precipitating business opportunities. There are three main ways to stimulate popularity: concierge, celebrations, news campaigns. Build business gas will be tight Around the "sales = trading pen count odd singular" formula, in the "concierge", "members", "lucky", "entertainment" and other holiday concepts make a big fuss. Precipitation business opportunities can be achieved by means of "buy low, sell high" and "deal extended". The idea of three steps together, the implementation of planning at the same time, the store opening will reflect the visibility, surprise, reputation effect, at the same time, it can greatly increase sales.

Part I [purpose of opening of new store] "Promotions" by consumers generally accept the clothing store, is "people" of the industry, so clothing marketing strategy must be "people-oriented", so as to comply with the principle of win-win for consumers and enterprises. But the core contradiction of sales promotion is focused on the problem of "sales - gross profit - customer benefits". Therefore, the opening of the new store must be "to abandon Maori, to ensure that customer flow, sales" to ensure that "popularity" as the basis for planning. 1, gathered commercial gas: with more adequate people rushed to the district in the mall, with all the gas companies have production environment, taking the form of gas, it will inevitably produce a variety of opportunities for the future of the business district to provide the possibility and the largest probability. Commercial gas can be said to be "business opportunities" made a good transition. 2, extend business opportunities: opportunities eventually formed to some extent is strong in the "popularity" on the basis of the result, the opportunity would not produce in the process of It is without rhyme or reason., brand consumption, "popular" thick and thin, strong and weak, has great influence on the gas and business opportunities, business opportunities if have, must have a good influence on the brand itself, but to improve store sales, expand the influence to the ultimate role of store. 3, brand communication: each brand has different cultural characteristics, transfer business and product culture is the

key to the consumer brand recognition step, store atmosphere, display collocation, decoration, unique products and buy fashion style are the basic elements of consumer brand cognition. The second part is the practice of new store opening As a publicity store opened, is in the region started the first battle of the expansion of knowledge, must have the characteristics of grade, size, style, high impact, in order to create quickly enhance the visibility of the platform to lay a good foundation. So the opening activities required to highlight features: (1) distinctive fashion; (2) identification; (3) dissemination; (4) impact; (5) the cheerful etc.. Its main behavior is: (1) informing: to inform and publicize the store address, new store property and brand culture, so that the first information is communicated to consumers; (two) influence: using the first activity of opening the new store, it will convey the connotation and product characteristics of the store to the consumers. With the foregoing news hot spots, the potential consumers can be trusted and recognized by the store. (three): the promotion and promotion of the sale of commodities is not necessarily obvious, mainly using the new pathway so that consumers feel goods, take appropriate promotional activities,

most likely to attract consumer attention, stimulate their desire for consumption, produced after the first contact. (four) image: through the new store opening activities to rapidly enhance visibility, to potential consumers into the desire to buy, ability to enhance the positioning of consumers in mind, to seize the market to provide opportunities. The third part [activity rules] I. theme of activities: New stores, new gifts, new fashions New store, fashion, discount, gift giving Fashion shop, nice meet New store opening, fine fashion Two, activity time: Activity cycle: ten days from the date of opening (the key is the first 5 days) Choose Saturday or Sunday, preferably holidays. Three, active object: 25-40 year old men from all walks of life;

The event will also attract female consumption through the selection of promotional gifts. Four, activities: (shopping chain Xi HI) Suitable for the opening of 40-60 square meter franchised store A joy, joy door: Enter the store, that is, to give a special dragon souvenirs (or with DM leaflets can present gifts) Such as 1-3 yuan gift lighters, pad, pen, keychain, poker etc. Double joy, buy buy (buy full amount, gift given, custom made by various stores): You where in the event where the shopping would send the value of 28 yuan a pair of cotton socks. "; Where in the event where you buy over 258 yuan, 48 yuan to send the value of a beautiful pen; Where in the event where you buy over 368 yuan, 100 yuan to send the value of a combination of three exquisite notebook; You where in the event where over 488 yuan to buy leather belt, send the value of 138 yuan a; Three, happy, received a VIP card, where the purchase occurred, the first 50 guests to give a VIP card, registered after

becoming a permanent member. Suitable for 60-120 square meters flagship store or flagship store opening chain hi program: A joy, joy door: Enter the store, that is, give exquisite souvenirs (or with DM leaflets can present gifts) Such as 1-3 yuan gift lighters, pad, pen, keychain, poker etc. Double joy, buy buy You where in the event where the shopping would send the value of 28 yuan a pair of cotton socks. "; Where in the event where you buy over 258 yuan, 48 yuan to send the value of a beautiful pen; Where in the event where you buy over 368 yuan, 100 yuan to send the value of a combination of three exquisite notebook; You where in the event where over 488 yuan to buy leather belt, send the value of 138 yuan a; Three heavy shopping free raffle Four VIP, receive VIP card: A kind of activity which is suitable for the general agent and

the joint monopoly outlets Theme: to create a brand with the characteristics of the brand to maintain consistent promotional atmosphere. At the same time, you can use three rewards of preaching to attract popularity, and directly stimulate consumer desire to buy. Activity: break the industry has been shopping after sending lottery customary pattern, launched the "new method after winning the first consumer". Customers buy lottery tickets before shopping, and participate in cash draw (or award) activities on the spot. The first surprise: into the store can get equivalent ticket face value of 30 yuan on the spot, and have the opportunity to receive a gift; the second surprise: whether or not the winning lottery, can be the equivalent amount in the store consumption; third surprises: consumers will have the opportunity to participate in the general agent of the raffle was held at the end of the year, lucrative prizes. 1, distribution scheme: for each entry store, you can get a free lottery ticket 2 ticket interpretation: FD 2005CD0000001 Lottery number Special dragon code FD2005CD0000008C50 yuan Equivalent amount

Define product categories Lottery number Special dragon code 3, lottery design: positive and one form of scratch cards, fixed denomination of 30 yuan, each lottery hidden part of a unique sequence number corresponding to (ie lottery numbers), and the amount of winning customer. 4, winning activities detailed rules The first surprise: in order to stimulate the customer's desire to buy, to meet consumer demand for cheap consumer psychology, we designed the lottery number mantissa is 1, 6, 8 can get a small gift, winning rate of 30%. Specifically: the mantissa is 1 and 6 for the gift: for example: socks Mantissa is 8 gift: example: lighter or umbrella Note: specific winners, mantissa and gifts can be made by the agents themselves. The quantity of gifts is not enough to purchase from the company Second wonder: A: each lottery ticket has a basic fixed value of 30 yuan.

Consumers can use lottery tickets to spend at an equivalent amount in the store, but consumer products are limited to the genuine quality of the company. B: in order to stimulate consumption more greatly, the lottery ticket is set up with a certain amount of value corresponding to the clothing category. The specific provisions and amount are as follows: Class a lottery jacket and sweater, the amount of 50 yuan. Form of expression: A50 yuan The B class ticket corresponding to the amount of 200 yuan wool suit. Form of expression: B200 yuan Class C lotteries correspond to Faux Fur sets, with an amount of $100. Form of expression: C100 yuan Class D lottery tickets correspond to woolen sheet, and the amount is 150 yuan. Form of expression: D150 yuan Class E lottery corresponds to Mao Mao Shan, the amount of 100 yuan. Form of expression: E100 yuan A yuan lottery customers, can enjoy the lottery and the same amount of jackets, sweaters concessions, customers can enjoy B lottery, lottery and the same amount of wool suit concessions, and so on. At the same time, the low value prize can buy higher value products, while the high value prize can not consume low value products.

Note: the par value of lottery tickets cannot be used with them. Third heavy surprise: consumers to keep the hands of the lottery ticket side, will have the opportunity to participate in the end of December 30th in the total agency held a raffle winners each agent by public media at a local newspaper published. Gifts can be valued for around 5000 yuan of special prizes, agents can set their own number of gifts. Note: the "third heavy surprise" is highly operable and can be hyped by newspapers and other media. It can not only increase the exposure rate of the brands, but also attract the continuous attention of consumers. Alternative programmes of activities: (for reference) 1, bundled promotion: with coffee shops, dry cleaners, cinemas, discos, KTV and other entertainment occasions joint promotion Both sides can enjoy 20 percent off preferential benefits on the basis of sales documents; both sides share the influence of brand publicity brought by customer resources and activities; and share publicity and planning expenses together. 2, using vouchers: buy 50 yuan (including 50 yuan) of the yuan can give vouchers to buy vouchers to send 100 yuan yuan, not cash, can set a deadline. 3, welfare vouchers: to groups, units, institutions and other coupons, to buy, expand consumer groups.

Dealers around the program may, according to their own circumstances and characteristics of their own organization and implementation, and strive to be scientific, effective and reasonable. The fourth part [terminal scene atmosphere construction] I. The principle of creating an atmosphere 1, combine the theme closely and form the theme expression; 2, highlighting the grand sense and visual effects; 3, all publicity products appear brand logo, highlight the "fashion" and "dragon" culture; 4, with a unified brand visual image, reflecting the brand operation norms. Two, campaign planning 1, the surrounding neighborhoods - store adjacent street and urban trunk cloth standard publicity; - store nearby street signs advertising; - Commercial Zone, the key block of DM release; 2, outside the store

- door set balloons; - building body hanging giant color vertical scale; The door with balloons and flowers decorated; - store before the establishment of large posters (opened a special), released the opening surprise activities. 3, in store Set up and welcome Miss shopping store. - dedicated business promotion activities in the region and business promotion activities, display promotional materials, gifts and souvenirs, dedicated to provide consulting, issuing lotteries and gifts. Decorated with balloons and flowers - store shelves at the top and. - POP flag hanging top. - store posters (new special publicity). - site leaflets issued. The fifth part [terminal material preparation] I. material conformity

1, outside the theme posters: (theme optional one) New store, new gift, new fashion New shop, fashion discount, plus discount gifts Fashion shop, nice meet New store is fashionable Point fine fashion, three drop surprise 2, hanging flag: The theme of positive words, negative opening business or new listing 3, Yilabao or X display a unified theme, and unified poster. 4, Xiao Li brand POP ads are placed in the display area of their respective products. 5, banners: activities theme content 6, DM flyers content with posters 7, large inflatable arches (written on the theme of activities), lift balloons, knives, flags, baskets and so on 8, others: name card, VIP card, gift, ribbon

Two, terminal environment 1, hard environment: display, props and lighting, audio, etc., should be in line with the characteristics of the dragon brand personality theme terminal requirements, and image publicity style, tonality consistent. 2, soft environment: franchised stores, shopping guide, cashier and so on, and its appearance, service specifications and other features of the dragon brand image of each other. The sixth part [propaganda campaign] I. publicity factors 1, publicity time: two weeks before opening. 2, propaganda form: inform propaganda. 3, publicity: convey brand image and business activities and other information. Two, publicity and Implementation 1, media arrangement: Based on DM (may be appropriate to give consideration to the local news, daily news, evening news and other types of newspapers), after the completion of the DM can be placed in the store for customers to pick up. 2, propaganda channel A, send personnel to send the sub district; B, newspaper folder page; C, mail. 3, local TV media rolling subtitles or static surface text

advertising; 4, company brochures, quarterly, corporate news sent at the scene. Conditional can invite the local media reports, invited the band, dance or fashion show, can be a separate planning. The seventh part [arrangements for the implementation of the activities] 1, new store opening promotion program work list Promotion plan determination Promotion plan determination Promotion plan determination Promotional gifts identified Promotional gifts identified Terminal promotion project Promotional package planning Material and gift statistics Gift statistics

Order and distribute Pilot scheme of franchised store promotion Gift order, distribution Promotion tracking Promotion process tracking Effectiveness evaluation Promotion effect evaluation Promotion supervision team throughout the tracking, supervision Promotion plan Supervision team Schedule x, x, -x, x, -x, x, x, -x, x, x, x, -x,, x, x, x, -x 2, awards design and operation methods: With table tennis about 50, respectively, oil, pen, mark each ball on the corresponding number or text; Such as: the establishment of a special award, corresponding numbers are 1, 6, 8

First prize corresponding numbers are 2, 5, 6 The corresponding number of the two prizes is 3, 5, 8 Third-prize corresponding number 8, 9, 0 (award to increase stimulation, third-prize can be 8, 9 and two numbers can be awarding) Then in the raffle box placed 40-42 balls, which, for each one, the two, the three, third, fourth, five, 7 and 8, 9, 0, six. According to this ratio, the grand prize winning rate is 25000/1, the first prize winning rate is 15000/1, two prize winning rate is 5000/1, third-prize winning rate is 500/1, therefore, in the general case the grand prize is not extracted out, so the real prize is the main function of display to lure consumers. But the proportion of the four prize must be high, the probability of winning more than 20%. In this way, entertainment and stimulation, increasing buyers desire to buy. Of course, the number of spheres can also be replaced by Chinese characters, such as: special, color, dragon, new, shop, big, Jubilee, etc., composed of 40-42 auspicious language in place of digital lottery, game activities also have another interest. The eighth part [preparatory work] 1, all the stores are well familiar with the theme, form and so forth of this activity; 2, during the event, shopping guide, sales staff, executive responsible, etc. should be early to the post, to confirm the

preparatory work in place; 3, every day before the opening of the theme posters, check other promotional materials, promotional gifts are complete; 4, DM or other leaflets in the shop for customers to pick up; 5, set up business promotion activities, regional and business publicity station, and a person responsible; 6, strict registration awarding of identity cards, telephone details. After the awarding to keep the original card, the award of the exchange, with the prize inventory reconciliation, put an end to take the prize; 7, special personnel responsible for material preparation: banners, posters, newspapers, promotional gifts, lottery boxes; 8, every day after the end of the business, collect theme posters and other images; 9, pay attention to tidy up and timely to hold VIP card consumer information into the computer for record information. Headquarters offer: You are responsible for the promotion of all advertising pictures, posters, easy design of gift packaging, roll up banners, etc.;

Some store owners responsible for the "opening" promotion plan coordination, execution and supervision; The manager in charge of statistics, the number of gifts, gifts distributed tracking; To the total agent or area manager is responsible for promotion plan execution, promotional gifts, VIP card, determine the opening carpet, picture album, enterprise newspapers etc.; Some general agent or area manager for terminal gifts, supervise the implementation of the activities of materials, tracking, guidance, supervision, promotion promotion effect evaluation. The ninth part is the guidance and supervision of the promotion process Some general agent or area manager responsible for the terminal stores promotional gifts implement status tracking; The owner is responsible for the region, terminal promotion on-site guidance and supervision; To the manager of the stock of promotional gifts to control, in a timely manner to the marketing center of provincial supplements; The tenth part [evaluation of promotion activities] Promotional activities evaluation:

I evaluate general agent or area manager is responsible for the regional market promotion effect and collect the franchisee feedback on the promotional activities, timely feedback to the headquarters of the Ministry of planning; Some general agent or area manager for the opening promotion effect of the overall assessment, provide useful data for the next national promotion; Some general agent or area manager to discuss, in the implementation of the existence of this promotion problem summary. Most successful promotional practices show that creativity does not exist in isolation. Agents must create a specific promotional atmosphere as required, especially to train sales promotion staff, so that they can stimulate the consumer's shopping enthusiasm through the dissemination of promotional information. Agents must be able to make consumers happy, happy, but without the autonomy of the case, to complete the selfless shopping experience. Only in this way can we achieve the goal of promoting sales and promoting popularity, which is the true connotation of successful sales promotion. The agent shall implement the overall implementation details of the promotion. For example, do a good job of promotion preparation, seriously layout goods and promotional items, hanging promotional materials.

Promotion of the implementation of the campaign, we must fully create a "winning, but also discounts, multi Hi" promotional atmosphere, to ensure that customers experience the novelty of fashion shopping, shop assistants, sales staff should be good at guiding. W The scheme is of guiding function, and the agents are flexible. With the development of the company, this program will be constantly updated and improved. The headquarters will provide more detailed implementation of the program, will make adjustments and increase, the new opening for material delivery of course, if the agents are new and implemented to promote the programme of activities, more scientific and reasonable as the sharing of resources, in order to improve. In view of special opening forms or large-scale activities, we will set up additional planning teams for project planning.




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