Marketing Plan for Spring Festival in 2022

Five marketing activities for the Spring Festival in 2022

The Spring Festival promotion is dynamic, and the products involved in the promotion are wide in scope, large in quantity and strong in strength. The duality of festivals can be used to promote the joint sales of goods. Next, I will bring you a marketing plan for the Spring Festival in 2022. I hope you like it!

2022 Spring Festival 1 Foreword of Marketing Activity Plan

Spring Festival is the most important festival in a year. For supermarkets with large passenger flow, business will not be dull even if they don't do activities. However, in the competitive situation, a good planning scheme is not only an effective way to increase the unit price of customers, but also a good opportunity to enhance the goodwill of customers and enhance the reputation of enterprises.

Before making a plan, we can divide people who come to shop into three categories according to the purpose of shopping.

The first category: ordinary families shop in large quantities to reserve new year's goods.

The peak of consumption starts from the 23rd of the twelfth lunar month to the 30th of the twelfth lunar month. The general consumption amount ranges from 50, 100 or 200, and the commodities purchased are mainly daily necessities and special new year's goods. Therefore, we must make great efforts to purchase some relatively affordable livelihood products or special new year's goods for this group of people, so that these products can be used as the main products in the publicity to attract customers to buy. The planning scheme can start with increasing the customer's unit price and operate in the unit of 100, so as to achieve the purpose of increasing sales. Of course, in order to highlight the festive atmosphere of the Spring Festival, activities can be interesting and participatory, so as to leave a deep impression on customers.

The second category: tobacco, alcohol and non-staple food gifts prepared by ordinary families for visiting relatives and friends.

The peak of consumption should be before the fifteenth day of the first month. Because visiting relatives and friends usually bring at least two kinds of gifts, we can consider the bundling scheme, but according to past experience, the bundled goods must be best-selling products and must make customers feel affordable, such as ham sausage+milk+instant noodles+barrel oil =? Money or milk+barrel oil = Money, etc. , can be set to two sets, three sets, four sets, etc. , either in the form of price concessions or in the form of physical purchase. In order to highlight the highlights of the "set", these items can be labeled with the same label or tied with streamers to increase the festive atmosphere and promote sales.

The third category: individual units buy in bulk.

The peak consumption period begins in the twelfth lunar month. For this group, we only made propaganda slogans a few years ago, without clear preferential measures. This year, we can try to publicize the group purchase discounts of different amounts in detail on the DM sheet, clearly mark the price and stimulate the sales expenses.

Through the above analysis, the different consumption characteristics of target customers are defined. This year's Spring Festival should start with the promotion of new year's goods, lengthen the activity time, diversify the activities, truly highlight the "festival" atmosphere, and realize the desire of ordinary people to shop happily and enjoy the benefits.

I. Theme of the event: Mei Jia Boutique New Year Festival.

Two. Activity time: February 10 (December 23rd of the lunar calendar)-March 5th (1 month 16).

Third, the overall campaign slogan-

Happy Mei Jia China shopping surprises constantly.

Description: It can be used for publicity before and after buses, entrance to shop lobby, shop atmosphere, various shop couplets, etc.

Four. Activity content

(1) The Spring Festival is coming, and "Fu" will be delivered soon! Activity time: February 10.

Shopping brings happiness, good luck and surprises to the family!

Anyone who shops all over 50 yuan will receive a gold-lettered "Fu" worth 5 yuan (* * * until 2000 pieces are delivered).

(2) Gift of "Carp" in the New Year: February 7-February 17.

Good luck in the New Year and "gifts" in the New Year. Every year, there is a "fish", and the weather is favorable, and carp falls from the sky. Shopping all over 200 yuan, send one!

(3) Specially planned Valentine's Day special edition: February 7th-14.

My dear Valentine's Day, especially to really enjoy it, roses, flowers and chocolates are indispensable!

Buy Valentine's Day special goods and send roses to 38 yuan.

Those who shop all over 60 yuan will pack free Valentine's Day gifts.

Shopping all over 300 yuan in the clothing area, send a box of chocolates worth 38 yuan+a rose.

(3) Grasp the "blessing" of the new year and give whatever you catch.

Activity time: February18-February 27th (from the first day to the tenth day).

When the New Year comes to prosperity, Mei Jia will let you shop for Le Tao Tao and take it home when the shopping is full. Take it when the shopping is over 100 yuan.

Note: This is actually a lucky draw. Different from the past, the setting of prizes can be diversified. You can set a grand prize to create a sensational effect, or you can write the gift directly on the lottery without a grand prize. If the latter scheme is adopted, the prizes left by the planning department and the gifts obtained from the last business can be counted and written on the lottery according to the quantity. If the gifts are not enough, you can buy some small Chinese knots or pendants to supplement them. Although these things are small and cheap, people tend to pay more attention to the festive participation process of "good luck" activities because they are during festivals.

Note: There may be first, second, third, fourth and fifth prizes and participation prizes. First prize: 1000 Yuan gift certificate 2 (1) Second prize: 5 500 yuan gift certificates (2) Third prize: 100 Yuan gift certificate (3) Fourth prize: 20 50 yuan gift certificates (10) Fifth prize: 50 20 yuan gift certificates.

(4) The group purchase price is lower and more polite, and the fortune is sent home!

Activity time: February 7-February 27 (day 10).

Group purchase over 2000 yuan to send one worth 50 yuan.

Buy over 3,000 yuan to send 99 yuan wine.

Buy more than 5,000 yuan to send wine worth 150 yuan.

Group purchase over 10000 yuan to send value 280 yuan gift box.

2022 Spring Festival marketing plan 2 Spring Festival "100 150" and New Year's Eve clearance. Marketing Planning Office _ _ The Spring Festival is coming. In order to repay customers and let them buy the most affordable new year's goods, a shopping mall has launched "100 to send 150" and "new year's vouchers".

Spring Festival activity plan 1: Send it on full 100 150 (Chinese New Year coupon).

1. Activity time: _ _ _ _ _ _ _ _ _ _ _

2. Activity content: During the activity, you can get the 150 yuan Family New Year Voucher when you shop in a shopping mall for a total of 100 yuan, baby carriages for 200 yuan and small household appliances for 300 yuan. When you buy home appliances for over 1 000 yuan, you can get a shopping mall 1 000 yuan gift certificate (except supermarkets, gold, mobile phones, furs and other special goods).

3. Proportion of new year vouchers (all vouchers are shopping vouchers):

1) New Year's vouchers: Except for special commodities such as gold, mobile phones and furs, they can be used in some shopping malls.

2) Aging Voucher: It can only be used from Grade One to Grade Seven. In addition to gold, mobile phones, furs and other special commodities, it can be used in a shopping mall.

3) Lantern Festival vouchers: only available on the fifteenth day of the first month, except for special commodities such as gold, mobile phones and furs, which can be used in shopping malls.

4) Voucher for tobacco, alcohol and sugar tea: tobacco, alcohol and sugar tea only.

5) Gift certificate: only used in shopping malls.

6) Jade coupons: only for shopping malls and _ _ Jewelry Palace (except gold and platinum).

4. Voucher usage rules: 1) Vouchers are only applicable to shopping malls, and copying is invalid;

2) Coupons need to be consumed on a peer-to-peer basis or collected in proportion;

3) Coupons cannot be exchanged for cash, and the cash part does not accumulate coupons circularly;

4) When returning cash consumption, coupons or cash equivalents shall be returned together;

5) coupon consumption, when returning goods during the event, return coupons and cash to customers;

6) coupon consumption, when returning goods after the event, only the cash part will be refunded;

7) Validity period of coupons: the issuing time of coupons ends at _ _ _ _ _ _ _ _, and the use time of coupons ends at _ _ _ _ _ _ _ _ _ _.

8) The mall reserves the right to interpret this coupon.

Festival activity plan 2: big family, big clearance, Chinese New Year.

1. Activity time: _ _ _ _ _ _ _ _ _ _ _

2. Spring Festival activity plan: As the Spring Festival is approaching, a certain shopping mall will launch a "big clearance for the New Year" promotion. During the event, the clothing products in a shopping mall were cleared in different seasons, and well-known brands were fully discounted.

Plus: In order to repay customers' support to the extended family, a shopping mall will jointly launch two large-scale seasonal goods clearance sales activities with manufacturers in the early Spring Festival and August each year. Clearance activities will focus on clothing and footwear products, benefiting consumers throughout the year.

2022 Spring Festival Marketing Plan 3 Activity Purpose:

1. Expand and improve the brand image and reputation of _ _ _ supermarket.

2. Deepen communication with consumers and make them our long-term customers.

3. Strengthen contact with suppliers and strive for greater supply support.

Market analysis:

The Spring Festival is a festival that many businesses compete for, and the huge consumption space it brings also makes it difficult for businesses to move forward. In the face of the overwhelming promotional activities of major supermarkets during the Spring Festival, how do consumers choose? With the continuous improvement of living standards, consumers' consumption concepts are gradually changing. Consumers not only pay attention to the price, but also pay attention to the happy consumption experience of the whole family buying new year's goods together. Therefore, in order to become the first choice supermarket for consumers to buy new year's goods, the first consideration is how to make promotional activities meet the above two needs of consumers at the same time.

How to occupy the market, grasp the source of tourists and effectively induce consumption has always been a close concern of supermarkets. One of the commonly used promotional methods in supermarkets is to sell a number of goods with low profits and wide consumer groups (such as rice and eggs). ) with ultra-low discount, consumers think that the price of goods in this supermarket is lower than that in other supermarkets, so that consumers buy other goods while buying these cheap goods. So as to stimulate consumers' desire for consumption and drive the overall growth of sales according to the consumption characteristics of one-stop shopping in supermarkets. It is a common promotion method in supermarkets to attract passengers through a small number of cheap goods, thus driving the sales of other goods. However, the attraction of this fixed commodity discount to consumers is gradually weakening, and consumers are more inclined to pay attention to the promotional information they need.

Every year during the Spring Festival, consumers regularly buy goods such as candy and drinks, and supermarkets also use the low-price promotion of these goods to attract consumers. If merchants choose another discount method to promote sales, just as fans vote for Super Girl, consumers vote for products they want to enjoy discounts. The popularity of Super Girl is to make full use of the public's reluctance to be driven by others and their desire to create their own idols, making Hunan Satellite TV the first entertainment program. Give consumers a brand-new consumer experience with independent pricing and create a unique promotional activity-sea election super goods.

Activity arrangement:

1, the design of the ballot:

Our vote is divided into two parts.

A, consumers fill in three products in their minds to participate in the super product selection. According to the number of votes, the top three commodities can enjoy different discounts the next day.

B, consumers check some fixed goods to participate in the selection of super goods. According to the number of votes, the top three commodities can enjoy different discounts the next day. It is necessary to negotiate with suppliers in advance to win their support and marketing expenses, which can not only effectively improve their product sales and brand awareness, but also share some supermarket marketing expenses.

2. Pre-holiday publicity

Distribute leaflets to consumers through various channels one week in advance (for example, newspapers and magazines can cut leaflets, etc.). ) (Introduce the rules of participation in activities and specific discounts on goods). Votes and leaflets are printed with advertising words: This Spring Festival is your call.

Effect and purpose: In order to let consumers know about this year's Spring Festival, _ _ _ supermarket has a very special activity-super commodity sea election, so that they can understand that the prices of this Spring Festival new year's goods are all set by them.

3. Event site

We used a big publicity banner to attract consumers' attention. We control the number of votes in each supermarket by shopping to a certain amount. In order to increase credibility and gather popularity, we will announce the voting results at the gate of the supermarket for one hour. If you spend all the money in 20 yuan on the same day, you can get a member and take part in the super commodity voting the next day. If you spend 999 yuan in 7 days, you can get a permanent member, and you can enjoy the discount of seven-day sea election for super goods at a certain time every month in 2007, so as to lock the consumers in our supermarket with the special price of the goods that consumers need most, thus driving the sales of other goods, and also helping a brand participating in this activity to establish exclusive barriers, thus gaining more support from suppliers.

During the Spring Festival of 2022, consumers have stronger consumption desire, faster consumption decision-making and clearer shopping goals and objectives. Therefore, during the promotion of the Spring Festival, in order to avoid the long, disorderly and disorderly information transmission and disturb consumers' audio-visual, we should choose the promotion information with a single theme and simple information transmission to grasp the customers' mentality of seeking luck. During the Spring Festival, everyone looks forward to good luck in the coming year, and shopping during the Spring Festival also hopes to get a "verbal reward". Folk activities such as posting Spring Festival couplets fully embody this cultural connotation, and at the same time, it also creates the prosperity of the holiday supplies market. The Spring Festival is a reunion festival for China people, which undertakes important social functions such as etiquette exchange between relatives and friends, emotional connection between colleagues and venting good feelings. Corresponding to visiting relatives and friends, greetings and family reunion is the prosperity of the new year's goods and gift market. Buy atmosphere, feelings, services and benefits. The festive atmosphere has greatly stimulated people's consumption desires and impulses (this is also a good opportunity for supermarkets to sell new and exotic goods). Let's take a look at the following contents. I hope this article will help you.

First, the Spring Festival promotion is nothing more than price reduction, bundling, giving away, redemption and other forms.

You can gradually approach consumers through various communication methods to achieve the sales target:

1, media communication. This is a traditional way of information transmission and communication with consumers. Activities and group purchases are introduced through media that can influence the consumption behavior of target consumers, such as radio, television and newspapers. The choice of media, the frequency of sending and the theme of sending each time depend on the specific requirements of the event. The purpose is to guide consumers to pay attention to this promotion, which is the first step to promote consumption.

2. Vivid sales. Vividly arrange the shelves, stacked display, pop layout and environmental atmosphere in the store to remind consumers of the information about promotional activities. In the process of vivid sales, we must pay attention to highlighting the theme and be clear at a glance. Generally, the exhibition should be in place from the first 3 days to the first 1 day. This way of communication not only deepens the atmosphere of the Spring Festival, but also makes it closer to the people.

3. personnel promotion. This is the most direct way to communicate with consumers. Set up activity exchange points or direct sales inside and outside the store, and communicate the promotion information face to face to consumers through direct communication between promoters and consumers, so as to urge consumers to buy.

Second, according to the different stages of consumer psychology, different communication methods are adopted.

Each of the above communication methods has its own different characteristics. We should choose different communication methods according to different stages of consumers' psychology, but this connection needs flexibility. We should pay attention to the following characteristics:

1. belongs to the stage of attention, interest, association and desire: it mainly uses media and market shocks to guide consumers to the terminal.

2. It belongs to the stage of desire, comparison, conviction and decision: vivid and personalized promotion methods are mainly adopted to urge consumers to quickly form a purchase decision. During the Spring Festival, about 50% of consumers come into the store just to buy other goods, or because they have to buy such goods without any promotional information. So vividness and personnel promotion are very important.

During the Spring Festival, the goods with high profits should be displayed in piles. The crib should have strong impact and momentum, and pay attention to the shape of the crib, which can be designed with the traditional festive image of China.

Third, do a good job in the display of shopping malls and supermarkets.

Display includes all the display points in the store, such as shelves, counters, stacks, abnormities, freezers, etc. The conventional display standards of these display points should pay attention to color matching in addition to light up and heavy down, first in first out, and various brand products. In addition, in the process of activities, we should pay attention to the following main principles:

1, the principle of consistency means that during the promotion period, all exhibition points express promotional information and shall not contain other non-promotional information or outdated information.

2. The principle of highlighting the key points refers to focusing on the core brands and packaging of this promotion. It can be embodied by centralized display, increasing the proportion of display and setting up special display space.

In the actual operation process, all branches should seriously adhere to the focus of good display, because no matter how good the display standard is, there must be fun in the Spring Festival style.

These principles are all embodied by the actual display operation. The problem often encountered during the Spring Festival is that due to the large sales volume, the products piled up on the stacking or shelves will not be occupied by customers for a long time, and it is too late to replenish or replenish. In order to solve these problems, in addition to supplementing personnel and making appropriate arrangements, the key is to instill the idea of showing the importance in the promotion staff. If there are not enough goods on display, consumers will turn to buy competitive brand products. If the price tag is not obvious or the price prompt is wrong, it will cause misunderstanding of consumers; In addition, inspection and training should be arranged at any time.

Fourth, concise and lively popularity.

Blank posters and various price labels are the most effective tools to convey information. In the pop that directly displays promotional information in the store. But try not to discount too much, and the promotion price and the original price are marked on the blank poster at the same time. Try to promote it in the form of buying and giving bundles) to show the difference; Try to reduce the text as much as possible, so that consumers can read the whole text within 3 seconds and clearly know the promotion content; However, we should pay attention to clearly write down the restrictions, such as what to buy and what to give, limited sales, until sold out, so as to avoid misunderstanding among consumers. Change the price tag in time after the price changes at any time, and the price tag should be eye-catching and concise. The old and new price tags cannot be used at the same time, resulting in price confusion; A product variety only represents a price, and different price labels are designed according to different products. For example, beverage products can be directly hung on the beverage bottle with the image price tag of the bottle, and washing products can use the image price tag of shampoo. Through a variety of price tag styles, it is easier for consumers to find promotional information unconsciously and promote purchases.

Verb (abbreviation of verb) oral recommendation of professional shopping guide

1. Strictly screen the promoters.

In addition to innate conditions, promoters have different personalities. Personality is an important indicator of choice. Although some promoters have excellent conditions in all aspects, they just can't open their mouths to introduce products to consumers. This kind of "dumb" promotion has no discount on the promotion effect. Only those who are enthusiastic about promotion can tirelessly recommend and explain to consumers. Others should pay attention to understanding the psychological needs of consumers, whether they have strong work enthusiasm and personal conduct. A promoter with poor understanding often fails to grasp the consumer psychology. And will not give up halfway when encountering difficulties; In the Spring Festival promotion, there are usually a lot of promotional gifts and prizes. In addition to the control of the event organizers, the promoters should also be self-disciplined.

2. Standardize the promotion language.

However, everyone's understanding of a promotion activity will be different, and the promotion information can be directly transmitted to consumers through the promotion language expression of promoters. If the promoters are allowed to "talk to themselves", it will only misinterpret the connotation of promotional activities, mislead consumers' brand awareness and affect the corporate image, so the promotional language must be standardized. Should be standardized and humanized. The standardized promotion language must be concise, direct, easy to understand, catchy and highlight the theme. Interact with the promoters and choose up to three concise promotion sentences that can cover the activities. The method can be determined according to the contents of the Spring Festival promotion activities.

3. Guide the promotion staff to pay attention to the psychological changes of consumers.

Therefore, when consumers shop during the Spring Festival, because of the short consumption cycle, the purchase rate of consumer goods during the Spring Festival is higher. Generally speaking, we don't care about buying more and buying less. Increasing the single purchase amount has become a skill for promoters to increase sales. Can make full use of the form of mass sales, increase sales. Such as whether there is a strong desire to buy, consumer personality and so on. For some people who have a strong desire to buy, promoters should pay close attention to the changes in consumer psychology during the actual recommendation process. However, vulnerable consumers and promoters should not only verbally introduce products and promotional activities, but also actively introduce other related products for customers to choose from. Of course, this kind of promotion is not aimed at all people, and it will be counterproductive. However, only by cultivating every promoter to pay attention to the changes in consumer psychology and not letting go of every promotion opportunity can we win the promotion.

4. Use the atmosphere of the store to boost the promotion morale.

The special festive atmosphere of the Spring Festival itself is a good condition. Consumers' shopping enthusiasm is greatly stimulated by the atmosphere in the store, as is the morale of salespeople who directly face consumers. There are various ways to improve morale. The bustling shopping situation in the store can also enhance confidence. Of course, the better the sales situation, the higher the sales enthusiasm; On the contrary, morale is low and sales are stagnant. In the latter case, the promoters are busier than when there are customers, such as bundling gifts, sorting shelves and stacking them in front of consumers. This busy work scene will arouse consumers' curiosity and comfortable consumption to a certain extent.

May encounter big and small accidents, the whole Spring Festival supermarket promotion process. For example, the change of promotion methods, the unsmooth connection of various promotion links, the disjointed work of other departments, the increased promotion efforts of competitors and so on. Always communicate with consumers and carefully manage the whole communication process, so as to effectively ensure the smooth progress of promotional activities and the successful achievement of promotional effects, and then appease consumption.

2022 Spring Festival Marketing Plan 5 Festivals are good opportunities for business promotion, such as New Year's Day and New Year's Day. During this period, discounts are being promoted everywhere, and many clothes, home appliances and new year's goods are in the promotion ranks. In fact, this has captured the psychology of consumers. In fact, when their reputation goes out, consumers will naturally come. We should take this opportunity to raise the popularity of the shopping mall.

Focus of activities:

20__, 65438+ 10 and February will be the peak of commodity sales, integrating year-end promotion, New Year promotion, New Year promotion and Spring Festival promotion. On the one hand, seasonal goods such as winter clothes, jewelry and household appliances will be hot-selling, on the other hand, the promotion of new year's goods will also usher in a peak. In addition to promoting the established target customer base, it is also necessary to launch special promotional activities for members, units, groups and families. At the same time, while holding various commodity promotion activities, we should also attract people's popularity through cultural activities, render the atmosphere of the New Year, and also hold some public welfare activities to enhance the image of the shopping mall.

Activity content:

1. New Year Surprise Exchange Rate

20__=200+8=__+8=?

Shopping in 200 yuan, plus goods with 8 yuan convertible value 18 yuan.

When the shopping reaches _ _ yuan, 8 yuan can be exchanged for goods worth 88 yuan.

Convertible goods can be some practical goods, such as tea cups, rice cookers, hair dryers, etc. )

Operating instructions:

It is invalid to buy goods at the service desk with the shopping receipt and stamp the receipt. If a commodity has been redeemed, it can be replaced by a commodity of the same value.

Second, it will usher in a new year.

When shopping in the mall is full of 200 yuan, you can puncture a balloon, which contains a lottery ticket.

Two pierced 400 yuan, and so on. Single receipt limit 10.

Lottery settings:

(The lottery ticket is scratch music, 100% wins the prize, and the prize can be in kind or coupons. )

First prize: 5 elephants and 2 winners are marked on the lottery ticket, and the prize is a gift or coupon worth _ _ _ yuan;

Second prize: 4 elephants, 5 elephants, and the prize money is 500 yuan;

Third prize: 3 elephants, 10, the prize value is 200 yuan;

Fourth prize: 2 elephants, 20, and the prize money is 50 yuan;

Fifth prize: 1 elephant, prize value 10 yuan.

Operating instructions:

You can delimit an area in the shopping mall and put balloons of various colors. Customers can attach shopping receipts to the balloons.

Third, shopping to send mugs-always feel warm.

When printing images on T-shirts is no longer new, with the constant change of fashion, people begin to print their favorite images and their own photos or photos of relatives and friends on ceramic cups, which is commonly known as mugs, to accompany them every day and feel the comfort or warmth flowing in their hearts at all times. Target customers: focus on young couples or a family of three. Print photos of lovers or family members on the cup, so that the person you like can stay with you at all times.

When shopping in 300 yuan, you will get a mug. Customers can choose to print their favorite pictures or photos of their loved ones or relatives on the mug. The cost of each mug is around 5 yuan. Standing is desirable, which embodies the charm of personality. It can be used as a special cup for yourself or as a gift for young people.

Equipment: You can rent the equipment of a professional personalized color printing shop, or jointly organize this activity with a professional personalized color printing shop.

Fourth, in a word, we listen to your voice.

When the old year is about to die and the new year is coming, it is very necessary to listen to customers' opinions, which will help shopping malls to better summarize and reflect on the past year and help them to know how to better improve themselves in the new year. At the same time, this move will also make customers feel the sincerity of _ _.

At the weekend, Mr. Li and Mr. Xie personally listened to customers' opinions and suggestions. All customers who make suggestions will be given a beautiful gift (worth 5-20 yuan, such as desk calendar, small handicrafts or practical goods printed with "_ _"). ), and those customers who make good suggestions, after screening, can get a reward of 1 000 yuan and publish it on the list the next day. If you think the suggestion is particularly good, you can also decide to give a reward of 1000 yuan on the spot. For those customers who put forward good opinions and suggestions, the mall can also hire part-time supervisors.