Planning scheme of opening marketing activities

In order to ensure the orderly and effective development of things or work, it is essential to make plans in advance. The content and form of planning should focus on the theme, and finally achieve the expected effect and significance. How should we make a plan? The following is the template of the planning scheme for the opening marketing activities that I have compiled for you. Welcome to read the collection.

Template of Planning Scheme for Opening Marketing Activities 1 I. Preface

China's industrious people have gradually formed different styles of Cantonese cuisine, Shandong cuisine, Hunan cuisine, Sichuan cuisine and other major cuisines and local snacks in the exploration and development of food culture for thousands of years. Sichuan cuisine is the largest cuisine in southern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Sichuan cuisine is famous at home and abroad for its salty, fresh, crisp, tender, unique flavor and fine production. Today's catering industry, the development trend can be summarized as: the development is very rapid, the scale is constantly expanding, and the market is booming. However, prosperity also means fierce competition. Every day, some restaurants fall down and more restaurants stand up. However, there are always a few restaurants that have gained a foothold in the big waves and have continued to grow and develop.

Second, the market/enterprise analysis

The competition in Sichuan catering market is fierce, and there are many hotels and restaurants. To be successful, hotels must meet the following basic conditions:

First, it has its own characteristics;

Second, total (quality) management;

Third, sufficient market operation funds;

Fourth, innovation, continuous innovation.

These conditions are indispensable, otherwise it will be like a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared. Companies need to display their talents in the catering industry through their own reproduction, management output and brand output, and at the same time, they should continuously accumulate strong management, technology and capital.

Third, marketing planning.

The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do a good job of quality service is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere. During the opening ceremony, we took this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration.

First, the purpose of this celebration: to increase the brand influence of the restaurant and enhance its popularity and reputation; Enhance the image of the restaurant and increase its competitiveness; Enhance the loyalty and centripetal force of employees; Improve the service consciousness and work enthusiasm of all employees; Show cultural details to further enhance restaurant culture; Increase restaurant sales and increase profits; Lay a good foundation for long-term development.

Two. The celebration time: 20xx 13, February 65438-22, * * * 10. Christmas planning can be carried out together with celebrations to eliminate the date gap. )

3. Location: Liu Fish Village, Chengdu.

Participants: all the staff of the restaurant, customers who come to eat, etc.

Verb (abbreviation of verb) marketing theme: customer satisfaction, employee satisfaction, management improvement and cultural innovation.

Fourth, the specific scheme planning.

I. SP Scheme

1, "Smile Service". During the celebration, all the staff smiled and served with meticulous patience, so that customers could come on impulse and return with satisfaction, and the perceived consumption value was enhanced. The plan is as follows: before 65438+February, 65438+February, the store will hold a mobilization meeting; 13 to 22, hold a "service contest" among waiters, set up a special page in the lobby, select "the best service star of the day" every day, and issue material awards;

2. Special price. (1) Introduce a special dish every day without repeating the sample every day. (2) Add some dishes according to customers' requirements. If the current consumption reaches 100 yuan, add 2 cold dishes; Full of 200 yuan plus 4 plates of cold dishes; (3) Discount, which is a magic weapon to rapidly increase sales. Suggest appropriate discounts to stimulate consumption.

3. Gifts and sweepstakes. There are plans to distribute company anniversary souvenirs and small gifts to enhance intimacy with guests and expand publicity. Some commemorative souvenirs printed by the company are required to be small, practical, beautiful and generous, such as signature pens, balloons, lighters and hats. , according to the table for distribution. Lottery Scheme: Theme-"Fish Banquet, Grand Prize, Visit Weishan Lake" 13-22 During the celebration, all customers who spend more than 150 yuan that day. Each store has two first prizes of "One-day Tour of Weishan Lake", which are organized by the company, and the winning customers' accommodation is completely free; Second prize 1 1, red envelope 1, cash 100 yuan; Third prize 100, anniversary red envelope 1, cash 5 yuan.

Second, the internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, and to market internal employees before pushing products and services to the external market. This requires two-way communication between employees and between employees and enterprises, * * * enjoying information and using effective incentives.

1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, internal staff marketing will be fixed.

2. essay contest. Internal staff essay: "My Choice-XXX Fish Restaurant"

Requirements:

1. The theme revolves around what happened in Weishan Lake Fish House, which can be work experience, feelings, opinions, messages, etc.

2, the genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable.

3. Deadline is 65438+February 20th. I hope all the staff will contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.

4. Cost-saving competition. Through a series of activities, re-educate internal employees and improve their enthusiasm.

Third, the product marketing plan

1. While promoting traditional catering, we also promote couples' packages, business packages, family packages and filial piety packages. For example, the package for couples can be 18 yuan, 28 yuan, 38 yuan and 48 yuan.

2. Green family dinner. With the improvement of living standards, people's diet is not only to solve the problem of adequate food and clothing, but also to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended that the kitchen department launch.

3. Autumn and winter are good seasons for nourishing. It is suggested to introduce nutritious and nourishing high-grade dishes.

Fourth, the cultural marketing plan

1, take 1 1 anniversary as an opportunity to publicize the company's corporate culture to consumers and enhance the company's influence among target consumers. The plan is as follows: during the celebration from June 3 to June 22, 65438, a large-scale publicity board will be set up with the company's spiritual slogan, pictures of Weishan Lake scenery, fish banquet production process, pictures of branches, messages from company employees, etc. It will be posted so that customers can treat "eating" as a kind of enjoyment and forget to return it.

2. The atmosphere of the store, including lighting, sound, posters, POP, etc.

Verb (abbreviation of verb) advertising marketing plan

In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, hotels should make their own market positioning and target customer orientation reasonably, and choose media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.

As for the company's celebrations, the media generally chosen are Qilu Evening News 1500 yuan or Jinan Times 600 yuan or so. Television can advertise for 5 seconds 1.5 seconds, and secondly, it can publicize on the internet (at a discount). The combination of hard advertising and soft advertising, both soft and hard, has a better effect. The specific release can be: two days before the anniversary, 13, 18. Using media integration to realize small input and large output.

V. Layout of the celebration site

1. Media used: hydrogen balloons, banners, company mascots, large posters, leaflets, exhibition boards, POP (various posters), hostesses, souvenirs, etc.

Second, the appearance of the hotel during the celebration: hydrogen balloons are flying in the air and banners are hung; The mascot waves to you warmly; Outside the building, a big banner of "1 1 anniversary celebration" and a banner congratulating the supplier were displayed. Set up a high-precision ink-jet shop celebration signboard at the entrance; Miss etiquette issues company anniversary souvenirs; The whole show a jubilant atmosphere. Create a simple and tasteful holiday atmosphere, and consumers will be attracted by this atmosphere as soon as they pass by the door.

Third, the storefront landscape: the waiters are neatly dressed, smiling and enthusiastic; The front desk service is meticulous and patient; Ground light can be used as a guide; The tables and chairs are spotless; The company's various promotional materials are easy to read; The lights are bright and soft; Music is like high mountains and flowing water; Green bonsai is pleasing to the eye; Customers can enjoy first-class service and all-round sensory enjoyment of sight, hearing, touch and smell from the moment they enter the store. After eating, you can also participate in the lucky draw and send souvenirs. Let customers enjoy the first-class service of XXX fish restaurant from beginning to end, leaving good memories.

Cost budget of intransitive verbs

Hydrogen Balloon/KOOC-0/500 yuan Souvenir/KOOC-0/000 Yuan Banner 200 yuan Publicity Poster 500 yuan Weishan Lake One-day Tour 2200 Yuan Internal Competition/KOOC-0/650 yuan Advertising Fee/KOOC-0/0000 Yuan Total/KOOC-0/7/KOOC-0/00 Yuan.

Seven, the effect analysis

First, the publicity activities, the five-store joint celebration, are huge, giving consumers a strong sense of memory, causing good word-of-mouth publicity and improving the company's visibility and reputation.

Second, the appearance inside and outside the store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers.

Thirdly, through service competition, essay competition and cost-saving competition, employees' sense of belonging and centripetal force can be greatly enhanced, and their work enthusiasm can be improved.

Fourth, increase the company's turnover through promotion.

This activity is large in scale and relatively low in cost, which can achieve twice the result with half the effort and form a big sensation effect.

Template of planning scheme for opening marketing activities 2 I. Theme of activities

Opening ceremony of XX hotel

Second, the activity time

20xx June day

Third, the venue.

Room 10# 1 17, School of Law, Nanyang Institute of Technology (to be determined)

Four. Activity background

How to maximize the cognitive influence of "XX Hotel", turn the "potential energy" created by the brand into the driving force of the same industry in Nanyang, and use the opportunity of this opening ceremony to expand the popularity of this hotel and improve its reputation, thus giving itself a good start, is the core problem to be solved in the opening of the new store.

Verb (short for verb) Moderator:

Participants of intransitive verbs:

1, hotel board of directors and all staff.

2. Relevant personnel of major media in Nanyang City.

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

4. Other relevant business partners.

Seven, planning ideas:

1. Carefully create the activity atmosphere at the opening ceremony site, which will have a strong visual impact on the target audience and improve the audience's cognition and memory of the bank.

2. Intensify advertising integration and publicity to enhance communication effect and social influence.

3. The opening ceremony site strives to be atmospheric, fashionable and active, and strives to render the festive atmosphere of the opening ceremony.

Eight. The purpose and significance of the activity

Officially announced the opening of the hotel, which attracted the attention of Nanyang market peers, target consumers and media friends;

Let the target customers and potential users of competitors in Nanyang market further fully understand the unique services provided, have a strong desire to experience, further strengthen interaction and communication with Nanyang media, and create a good public opinion environment for the sales and promotion of regional markets; With the opening opportunity, we will establish a benign relationship with relevant government departments and partners in Nanyang market, paving the way for subsequent market operation and promotion. Let people have a preliminary understanding of XX Hotel. Participants: city and county leaders, company leaders, external friends and related media.

Nine. Site layout: including off-site layout and on-site layout;

1. Set up two welcoming guests on both sides of the hotel gate (10# 1 17), and make appropriate arrangements with balloons and other materials.

2. There is a banner hanging beside the hotel gate, which reads: Opening Ceremony of XX Hotel;

3. Set up a reception desk (10# 1 17) in the lobby of the hotel, where there are guests, next to the famous etiquette lady wearing festive cheongsam (as the case may be), guide the guests to sign in and wear VIP flowers at the event site, and start to guide the guests into the ceremony;

4. The name of the on-site etiquette service personnel is responsible for maintaining the order at the scene and pouring tea for the guests.

5. A pair of outdoor remote control stereos will be placed on both sides of the rostrum. At the beginning of the event, festive music will be played, and the host and related leading guests will speak and amplify.

X. Personnel arrangement for relevant celebrations:

XI。 Implementation process of opening ceremony

At 20xx, x, x, 00: 00, the hotel staff arrived at the scene to make preparations, and the security personnel officially protected the scene.

Twelve. Celebration process:

At XX:00, everything is ready, and festival music is played;

XX:00 hostess welcomes guests (wear VIP flowers, please sign the leader, and guide relevant leaders and guests to the rest room);

At XX:00, the host introduced relevant activities and invited relevant leaders and guests to sit in front of the rostrum;

At XX:00, the host announced the official start of the ceremony of XX Hotel and introduced the leaders and guests present.

XX:00 Item 1: Set off firecrackers (download firecrackers music instead)

XX:00 Item 2: Invite relevant leaders of Nanyang City to speak; Play music when you go on stage, and play light music when you speak. )

XX:00 Item 3: Invite the leaders of Wancheng District to give a congratulatory message: (Play music on the stage, and play light music when speaking).

XX:00 Item 4: The chairman or general manager of the hotel speaks and introduces the company; Play music when you go on stage, and play light music when you speak. )

XX:00 Item 5: The host invited relevant leaders to cut the ribbon for XX Hotel; (courtesy escort, fireworks, festival music)

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

Thirteen. anticipated/desired/intended effect

The news of the opening of 1.XX hotel was widely spread, attracting more target consumers to participate in this activity.

2. Deepen consumers' impression of XX Hotel.

No matter from pre-planning or post-implementation, we should strive to make this opening ceremony achieve an unprecedented sensational effect.

4. Enhance the confidence of internal employees in the company.

5. Be a latecomer in the same industry and become a dark horse in the industry.

Fourteen Activity budget funds

1, venue layout: banners, balloons, salutes, fireworks, etc. ***XXX yuan.

2. The fare and other expenses for inviting relevant leaders to attend the meeting are RMB ***XXX.

3. Gifts given to relevant guests and journalists at the end of the event. ***XXX yuan.

Template 3 of Planning Scheme for Opening Marketing Activities [Preface]

He Bing Department Store is the first commercial project of Chongqing He Bing Commercial Management Co., Ltd. in Xuanhan County. The first phase of the project covers an area of 65,438+10,000 square meters, with four floors in total. It is a comprehensive shopping center integrating comprehensive department stores, specialty foods and children's amusement. Companies adhering to the "people-oriented, honest and pragmatic, innovative and enterprising, win-win cooperation" corporate purpose, creating a "people without me, people without me, people without me" business philosophy. Therefore, how to attract middle-end consumers, how to match the context and content of the event with the middle-end positioning of the shopping mall and the consumption pattern of the middle-end consumers has become this activity. In the planning process, we should pay attention to the organic combination of opening ceremony, promotion activities and establishing the image of the middle end of the shopping mall. The theme of the event is as artistic as possible, "pulling the tiger skin to make a banner", diluting the commercial purpose of promotion, making the event closer to the target consumers and more touching the target consumers. From the pre-advertising and theme style in the activity, we have considered all aspects from the positioning of specific consumer groups. During the activity, the time should not be too long, just be grand and atmospheric.

Two. [Event theme]

opening ceremony

Three. [Activity style]

Magnificent atmosphere

Four. [Purpose of the activity]

(1) To show the brand image of soldiers and department stores to all walks of life and enhance the brand image of soldiers and companies in Chongqing.

Fame and influence.

(2) Create a brand-new image of the first mid-range shopping mall in Xuanhan County. Shaping the fashion atmosphere of soldiers and department stores.

(3) Start celebration activities, explore various horizontal and vertical promotion channels, set off a climax of promotion during the May Day holiday, and lay a good promotion foundation and a good social foundation.

Verb (abbreviation for verb) [advertisement]

Early publicity

5 days before the opening of 1., publicity activities were carried out in Dazhou Daily, XX Evening News, XX Advertisement, XX TV Station and XX Radio Station respectively. Effectively locate mid-range target consumers.

2. Late advertising

Within five days after opening, we will carry out further publicity activities in Dazhou Daily, XX Evening News, XX Advertisement, XX TV Station and XX Radio to attract the attention of target consumers and arouse their purchasing desire and awareness.

Intransitive verb [activity program]

20xx May 1 XX:XX ceremony officially started.

Xx: xx plays the welcome song.

Xx: XX's military band, magnificent gongs and drums began to play alternately. The host introduced the management concept of Soldier Department Store, which is "no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me", and the contents of the opening promotion activities to mobilize the atmosphere, attract the attention of guests and customers, and gather popularity.

Xx: XX announced its official opening, and the salute, balloon flying, confetti and ceremony reached a climax. The host announced the official business. Consumers can enter the market to shop.

XX: XX activities enter performances and related interactive activities.

XX: XX The whole activity is over.

Template of opening marketing activity planning scheme 4 I. Background analysis:

Advantages:

1. The hotel is located in Susan Avenue, Meishan City, in front of the railway station, and then to the city center. Convenient transportation, surrounded by many middle and high-grade residential quarters;

2. There are few surrounding hotels and strong competitiveness;

This hotel is a newly renovated business hotel with outstanding decoration style and complete supporting facilities. The business projects are all at the forefront of consumption in Meishan City, with great development potential.

Disadvantages: 1 There are not many high-income people around, and their popularity is insufficient;

2. The popularity is not high, and the target group does not know enough about the hotel; 3. The hotel's core competitiveness is not clear, and its characteristics are not prominent.

Second, the marketing purpose:

Establish hotel popularity, enhance popularity, establish a relatively stable consumer group, and increase income steadily. Based on the local area, create a local first-class hotel image.

Lock target group:

Local high-income people, night tourists seeking fresh excitement, enterprises and institutions, government organizations, major travel agencies and foreigners.

Third, the project analysis:

As a special commodity, hotel marketing is different from other commodities. The key is how to correctly create consumer demand. Nowadays, the hotel industry in China is increasingly prosperous and the competition is fierce. But there are only a few varieties. Economy, luxury and business class. Economic price war, luxury type pays attention to service and luxury, business type pays attention to supporting perfection. Pay little attention to the taste. Our hotel can make up for the lack of taste at this time. Paying attention to taste will be the core competitiveness of our hotel.

Advantages: pay attention to the environmental atmosphere, which is to create a good atmosphere. This is almost a blank hotel concept in China. A variety of romantic environmental choices.

Membership management, to a great extent, protects consumers' privacy, convenient traffic environment, flexible house selection and obvious geographical advantages.

Challenge tradition and meet modern people's psychological demand for novelty.

Disadvantages: There are many security risks.

Not dominant in policy

Fourth, the specific marketing strategy:

1. Release the opening information and specific activities to the target consumer groups in advance;

2. Advocate the membership system and increase the number of members;

3. Marketers sell directly to customers by phone or door-to-door. Cooperate with professional companies to sell. Sign a key unit consumption agreement. Conduct follow-up activities and after-sales visits at any time, and all departments should establish and improve the customer file system and summarize the work in time. In order to cooperate with the smooth progress of this marketing activity, the leaders of all departments and marketers need to carry out sales-related work such as telephone marketing and contract sales at the same time, so as to achieve full-time marketing, and all teams should cooperate with each other and do their best to fight this battle.

Publicity:

1. Pre-heating of activities [news, soft articles, advertising, DM and POP distribution in place].

2. The choice of newspaper media.

3. Selection of TV media.

4. The choice of network media.

5. Choice of outdoor media.

6. Choice of radio station.

7.DM issuance [focusing on taxi drivers and car owners, issuing a letter of commitment for opening concessions].

8. Publicity outside the store [hydrogen balloons, lanterns, banners, POP, etc. Used to open]. Set off the opening atmosphere]

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

10, there is a lucky draw every day.

Promotional gifts:

1, lighter

2. Sculpture (small relief with collection and ornamental value).

3. flowers.

4. Crystal products (small crafts).

5. Discount card or free experience card.

Verb (abbreviation of verb) Specific implementation: (omitted)

Budget of intransitive verbs: (omitted)

Seven. The expected effect of this marketing:

1. Improve the visibility of the hotel.

2. Let half the local people know.

Both the driver and the master know this hotel.

4. And the target group came to this route. You will choose this hotel when you spend money.

5. Develop and increase the frequent customers of the hotel.

6. Let local enterprises and business leaders know about this hotel. We will choose this hotel when there is demand.

7. Improve customer satisfaction, reputation and loyalty. Make it an old customer and member of the hotel.

8. Through the promotion and sales of the main products (rooms), the sales and popularity of the affiliated industries will be promoted at the same time.

This scheme is mainly conceived to open marketing, and the marketing strategy is only a small framework. In market analysis, I believe that investment companies have a well-thought-out plan. Looking forward to teaching and communication.

Template of planning scheme for opening marketing activities 5 I. Planning ideas

Based on the characteristics of background analysis, this shopping mall can be regarded as a leader in leading regional consumption, so we should first gradually improve our popularity and reputation, form a good reputation among consumers and help expand merchants. All these require pre-publicity activities to cultivate consumers' awareness. Of course, the opening day is the most important.

"Opening the market" to ensure "winning the first battle" is the primary task of all new projects, especially in today's increasingly fierce trade. Therefore, in order to have a warm atmosphere and real publicity for the previous activities, all kinds of celebrations need to be shocking and well-known in order to gain a firm foothold.

Second, the principle of activities

1. We must build a scale on the momentum of the opening ceremony and pursue a warm atmosphere and attraction.

2, through the opening ceremony, and strive to leave a deep impression in the surrounding residents.

3. There should be continuous promotion activities to make customers feel fresh, form news points and facilitate communication.

4. Promotional activities can really make customers feel "affordable" and ultimately improve the reputation of this shopping mall.

The planning scheme of this project should be easy to operate and implement, with controllable risks.

Three. moving target

By successfully holding the opening ceremony, we can improve the reputation of shopping malls, promote investment and attract consumers.

Fourth, the preliminary preparation plan

Before opening, we will do roving publicity and performing arts promotion activities in major indoor streets and major schools. The promotion has begun.

X weeks or x days before opening, distribute opening publicity materials to surrounding residents, passers-by staff and schools.

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

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

Verb (abbreviation of verb) project implementation plan

1, active element

Event name: XXX Event time: 20xx year x month x day

Venue: XXX Activity crowd: leaders of shopping malls, special guests, residents of surrounding residential areas, interception of past individual travelers, etc.

Activity goal: By successfully holding the opening activities, we can improve the reputation of shopping malls, promote investment and attract consumers.

Step 2 organize activities

First, the atmosphere outside the mall decoration.

B, site layout:

Stage and sound configuration, flower baskets, banners, floating balloons and cold fireworks, etiquette organization, etc.

C, performance:

Military bands, lion dance performances, street dance and singing performances, and yangko performances continued the opening atmosphere of XX Day.

D, early publicity work:

1) Promote Che Jin's performing arts tour in the county (suburb).

2) pop posters and display boards in shopping malls to create a festive and lively atmosphere.

E. Post-publicity work:

Performing arts for x days (every afternoon) and maintaining a festive atmosphere for a period of time.

The above scheme was determined by our company after many discussions. Please give guidance and make good preparations for this celebration ceremony. We believe that the guiding ideology should first follow the three principles of "enthusiasm", "frugality" and "meticulous". The so-called "enthusiasm" means trying to create a cheerful, festive, grand and exciting atmosphere in the celebration ceremony, without being too dull and boring.

The ceremony is simple, but it is essential to be warm and grand. It's better not to do it at all, or to stop and go through the motions dejectedly.

The so-called "frugality" means that the organizers are required to be diligent and frugal in the whole process of holding the celebration ceremony and preparation, and to be realistic in the expenditure. Moderation and frugality. The so-called "meticulous" refers to the time for the organizers to prepare for the celebration ceremony. We should not only follow the etiquette convention, but also analyze the specific situation, carefully plan, pay attention to details, be responsible for the division of labor and be meticulous. Try to be careful and meticulous to prevent duck eggs from making mistakes on the spot, even if they are very dense and have seams.

In short, we will discuss with you more to minimize the cost of the activity and achieve the effect of the activity.