The opening of the planning program 5

I. [Preface]

Bing and department stores are Chongqing Bing and commercial business management limited company to build in Xuanhan County, the first commercial project. The first phase of the project area of 10,000 square meters, *** four floors, integrated department stores, specialty food, children's play as one of the complex mall. The company adheres to: "people-oriented, honest and pragmatic, innovative and enterprising, cooperation *** win" business purposes, to create "people have no I have, people have I excellent, people excellent I special, people special I fine" business philosophy, so how to target to attract the masses of mid-range Therefore, how to attract popular middle-end consumers, how to match the activity situation and activity content with the mall's middle-end positioning and the consumption pattern of the middle-end consumer group has become the key to this activity. In the planning process, we focused on the organic combination of the opening ceremony, promotional activities and the establishment of the mall's mid-range image. The theme of the event is as artistic as possible, "pulling the tiger's skin to make a big flag", diluting the commercial purpose of the promotion, so that the event is closer to the target consumers, and more able to impress the target consumers. From the preliminary advertisement and the theme style of the event, we have considered all aspects from the specific positioning of the consumer group. In the course of the event, the time should not be too long, grand, atmospheric can be.

Second, [Activity Theme]

Opening Celebration

Third, [Activity Style]

Grand atmosphere

Fourth, [Activity Purpose]

(1) for the community to show the brand image of the Bing and the Department Store, to improve the Chongqing Bing and the company's

visibility and influence.

(2) Shape the brand-new image of the first mid-range shopping mall in Xuanhan County. Shape the Bing and department store business capital fashion atmosphere.

(3) opening ceremony activities, develop a variety of horizontal and vertical promotional channels, set off the "May Day" long vacation promotional tide, laying a good foundation for promotion and a good social foundation.

V. [Advertising]

Pre-publicity

1, 5 days before the opening, respectively, in the Dazhou Daily, xx Evening News, xx advertising, xx TV, xx radio media and other publicity campaign. Effectively targeting mid-range consumer groups.

2, late advertising

5 days after the opening, respectively, in Dazhou Daily, xx Evening News, xx advertising, xx TV, xx radio media and other media to further publicity campaign, to attract the eyes of the target consumers, stimulate the target consumer desire to buy and awareness.

VI. [Activity Procedures]

20xx May 1, 20xx morning xx: xx ceremony officially began

xx: xx play the welcome song.

xx: xx of the marching band, the mighty gongs and drums began to play alternately, the host of the introduction of soldiers and department stores to create a "people have no I have, people have I excellent, people have excellent I special, people have special I fine" business philosophy, and the contents of the opening promotional activities, mobilize the atmosphere, attract the attention of the guests and customers, gather popularity.

xx: xx announced the opening of the official start, the salute, flying small balloons, colorful chips, the ceremony pushed to a high tide. The host announced the official opening. Consumers can enter the shopping.

xx: xx activities into the performance and related interactive activities.

xx: xx the end of the activity.

2. Opening Planning Program

I. Activity Theme

xx Hotel Opening Ceremony

Second, Activity Time

June 20XX

Third, Activity Location

Nanyang Polytechnic, College of Arts and Law, Room 117, 10#. (TBD)

Fourth, the background of the event

How to "xx Hotel" perception of the impact of the brand created by the "potential energy", into its Nanyang City, the same industry, and the use of the opening ceremony opportunity to expand the hotel's visibility, increase the number of hotels, and increase the number of hotels in the industry. Expand the hotel's popularity, increase the hotel's reputation, so as to give themselves a good start, is the new store opening to solve the core problem.

V. Host

VI. Participants

1, the board of directors of the Grand Hotel and all staff.

2, Nanyang City, the major media related personnel.

3, Nanyang city related leaders and guests, Wancheng District related leaders and guests.

4, other related business partners.

7, planning ideas

1, carefully create the atmosphere of the opening ceremony site activities, the formation of a strong visual impact on the target audience, to improve the audience's knowledge and memory of the bank.

2. Increase advertising and publicity efforts to enhance the communication effect and social influence.

3, the opening ceremony site strives to atmosphere, fashion, active, extremely rendering the opening of the festive atmosphere.

Eight, the purpose and significance of the event

Formally announced the opening of the hotel, the Nanyang market counterparts, target consumers and media friends to pay attention to;

Let the Nanyang market target customers and competitors in the potential users to further fully understand the unique services provided to create a strong desire to experience, and to further strengthen the interaction with the media in Nanyang and exchanges, for sales and promotion of the regional market to create an opportunity to promote. Further strengthen the interaction and communication with the Nanyang media to create a favorable public opinion environment for sales and promotion in the regional market; take advantage of the opening opportunity to establish a positive relationship with the relevant government departments and partners in the Nanyang market to pave the way for the subsequent market operation and promotion. Let people have a preliminary understanding and awareness of XX Hotel. Participants: city and county-level leaders, company leaders, outside friends, related media.

Nine, the scene layout:

Including off-site and on-site layout:

1, in the hotel (10 # 117) on both sides of the front door to set up a welcome to two, with balloons and other supplies properly arranged.

2, the hotel's main door hangs a banner along the content: xx Hotel opening ceremony;

3, in the hotel (10 # 117) set up in the hall to welcome the guests table, set up to welcome a guest, next to a celebratory cheongsam (depending on the circumstances) of the name of the Miss Manners, in the activities of the scene to guide the guests to sign in, wear VIP flowers, the ceremony began to guide the guests to enter the venue, with the ceremony;

4, on-site etiquette service personnel, responsible for the maintenance of the site order, pouring tea to the guests and other matters.

5, placed on both sides of the podium outdoor remote audio a pair of activities during the beginning of the event to play festive music and activities to start the host and the relevant leaders and guests to speak speech amplification.

Ten, the relevant celebration arrangement

Strategy

Eleven, the opening ceremony implementation process

XXX 20XX: 00 hotel staff arrived at the scene to do the preparatory work, the security personnel formally on the scene for safety and security.

XII, the celebration of the flow of activities

XX: 00 activities of the preparatory work in place, play festive music.

XX:00 Miss Manners welcome the guests (wearing VIP flowers, please sign the leadership and guide the relevant leaders and guests to the rest).

XX:00 host to introduce the activities and invite the leaders and guests to the podium.

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

XX:00 first: firecrackers (download firecracker music instead).

XX:00 second item: invite the province of Nanyang City, the relevant leaders to speak. (On stage with the appearance of music, speech with light music)

XX:00 third: invite Wancheng District leaders to make congratulatory remarks. (On the stage with the appearance of music, speech with light music)

XX:00 fourth: the hotel chairman or general manager of the statement, business introduction. (On stage with music, speech with soft music)

XX:00 fifth: the host invited the relevant leaders for the xx hotel ribbon cutting. (Accompanied by etiquette, fireworks, festive music)

XX:00 Sixth: the host announced the opening ceremony of the triumphant closure of the hotel chairman or general manager to send off the relevant leaders and guests.

XIII, the expected effect

1, so that the news of the opening of the XX Hotel has been widely spread, to attract more target consumer groups to participate in this activity.

2, deepen the impression of xx Hotel in the minds of consumers.

3, whether it is from the pre-planning or from the implementation of the latter, we should strive to make this opening ceremony to achieve the effect of unprecedented sensation.

4, to enhance the confidence of the internal staff of the company.

5, in the same industry to do the latecomer to the top, become a dark horse in the industry

XIV, the activities of the budget funds

1, the site layout: banners, balloons, cannons, fireworks, etc. **** × × × × yuan.

2, please relevant leaders to the meeting of the car and other expenses **** × × × × yuan.

3, the end of the event to the relevant guests as well as journalists gifts, etc. **** × × × × yuan.

3. Opening Planning Program

I. Background Analysis:

Advantages:

1. The hotel is located in Meishan City, Sansu Avenue, in front of the train station, and then to the city center. The transportation is convenient, and there are many middle and high-grade accommodation neighborhoods around.

2. There are fewer hotels in the neighborhood, which is competitive.

3. The hotel belongs to the newly renovated business hotels, with outstanding decorative style, perfect supporting facilities, and business projects all belonging to the forefront of consumption in Meishan City, with great development potential.

Weaknesses: 1. There are not many high-income people in the neighborhood, and the popularity is not enough.

2. Not high visibility, the target group does not know enough about the hotel; 3. The core competitiveness of the hotel is not clear, the characteristics are not prominent.

Second, the purpose of marketing:

Establish the hotel's popularity, enhance the popularity of the hotel, the establishment of a relatively stable consumer groups, stable increase in revenue. Based on the local community, to create a first-class local hotel image.

Target Groups:

Local high-income people, the pursuit of fresh and exciting night tourists, enterprises, institutions, organizations, major travel agency groups, foreign people to Mei.

Third, the project analysis:

The hotel as a special commodity, different from other commodities marketing. The key lies in how to correctly create consumer demand. Domestic today, the hotel industry is increasingly prosperous and competitive. But the varieties are only those categories. Economy type, luxury type and business type. Economic type to fight the price war, luxury type focus on service and luxury degree, business type focus on supporting perfect. Few focus on taste. Our hotel can make up for the vacancy of taste at this time. Focus on taste will be the core competitiveness of the hotel.

Advantage: focus on the environment and atmosphere, to put it bluntly is to create a good atmosphere. This is almost a domestic blank hotel concept. A variety of romantic environment to choose from.

Membership management, a large degree of protection of consumer privacy convenient transportation environment, geographic advantages obvious flexible room selection.

Challenging the traditional, catering to the pursuit of fresh modern psychological needs

Weaknesses: more safety hazards

Policy does not occupy an advantage

Fourth, the specific marketing strategy:

1. Advance to the target consumer groups to release information on the opening of the activities and the specific content of the event;

2. p>

3. Marketing staff to promote, by telephone, door-to-door and other ways to directly face the customer. Cooperation with professional companies **** the same sales. For key units to sign a consumer agreement. At any time for the tracking of activities and after-sales visits back to the work of the departments to establish a sound customer file system, timely summary of the work. In order to cooperate with the smooth progress of the marketing activities, the leadership of the departments and marketing department staff marketing needs to be carried out at the same time the telephone marketing, signing sales and other sales-related aspects of the work, to achieve full marketing, the team should cooperate with each other, and make every effort to fight the good fight.

Publicity:

1, the activities of the pre-heating [news, soft, advertising, DM, POP and other distribution in place].

2, the choice of newspaper media.

3, the choice of television media.

4, the choice of network media.

5, the choice of outdoor media.

6, the choice of radio.

7, the distribution of DM [for cab drivers and car people focus on distribution, and distribution of opening discount book].

8, publicity outside the store [opening with hydrogen balloons, lanterns, banners, POP and so on. Bake the opening atmosphere].

9, the first five customers per day during the opening ceremony and more surprises to send.

10, every day also held a lucky draw.

Promotional gifts:

1, lighters.

2, sculpture {small relief class, collection and ornamental value}.

3, flowers.

4, crystal products {small crafts}.

5, discount card or free experience card.

V. Specific implementation program: (略)

VI. Cost budget: (略)

VII. The expected effect of this marketing:

1. Enhancement of the popularity of the hotel.

2. Make half of the local people know.

3. Drivers know the hotel.

4. And the target group come to this route. And the target group will choose this hotel when spending money.

5. Develop and increase the regular members of the hotel.

6. Make the local business and business leaders know about the hotel. When there is a need, they will choose the hotel.

7. Increase customer satisfaction, reputation and loyalty. So that they eventually become regular customers and members of the hotel.

8. Through the promotion and sales of the main product (rooms), and at the same time drive the sales and visibility of subsidiary industries.

This plan is mainly for the opening of the marketing concept, marketing strategy is only a small framework. In the market analysis, I believe the investment company has a good idea. I look forward to teaching and communicating with you.

4. Opening Planning Program

I. Planning ideas

Based on the background analysis of the characteristics of the shopping mall can be seen to lead the regional consumption of leading, so the first step is to gradually progress in the name and reputation in the minds of consumers to form a good consumer word of mouth and conducive to the expansion of commercial tenants. All of these need to be pre-promotional activities to develop consumer awareness. Of course, the opening day is the most important.

"Opening" to ensure that "the first battle will be won" is the first topic of all new projects, especially the increasingly fierce trade today, so to do: both warm on-site atmosphere, but also have a real pre-promotional activities, there is a need for a variety of Celebration activities with the shock and fame, as a preemptive, stand firm.

Second, the principle of activities

1, must create scale in the momentum of the opening ceremony activities, the pursuit of warm atmosphere and attraction.

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

3, to have a continuous promotional activities, and make customers feel fresh, can form a news point in order to easily spread.

4, promotional activities do make customers feel "affordable", the ultimate increase in the reputation of the mall.

5, the project planning program should be easy to manipulate the implementation, and risk controllability.

Third, the activities of the goal

Through the success of the opening ceremony activities, to achieve progress in the mall's popularity, promote investment and attract consumers.

Fourth, the pre-preparation program

Before the opening of the main streets and major schools indoors to do traveling publicity show promotional activities. Promotional activities to start.

x weeks or x days before the opening, to the surrounding residents as well as passing staff and various schools to distribute the opening of promotional materials.

x weeks or x days before the opening, placed around the mall floating air balloon, hanging down the opening ceremony banner, to create a festive atmosphere. For the formal ribbon-cutting to do warm-up work.

x weeks before the opening, increase promotional activities to ensure that the opening day of the traffic.

Fifth, the project implementation plan

1, the elements of the event

Activity Name: xxx Activity Time: 20xx x month x

Activity Location: xxx Activity Crowd: Mall leadership, special guests, residents around the residential area, intercepting passing casualties and so on.

Activity goal: through the successful organization of opening activities, to achieve progress in the mall's popularity, promote investment and attract consumers.

2, the organization of activities

a, the atmosphere outside the mall decoration.

b, site layout: stage and sound configuration, flower baskets, banners and floating air ball and cold fireworks, etiquette organization.

c, performance programs: marching band, lion dance performance, street dance and singing performances, as well as the xx day of rice-planting performances to continue the opening atmosphere

d, pre-publicity work:

1) publicity car into the county (suburb) touring performances publicity and promotional

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

e

The above program is determined by my company after much discussion, please give guidance to the leaders, the preparation of the celebration ceremony, we thought that first of all in the guiding ideology to follow the "enthusiastic", "frugal" and "meticulous". "meticulous" three principles. The so-called "enthusiastic" refers to find ways to think in the process of celebration ceremony to create a cheerful, festive, grand and exciting atmosphere, without making it too boring, boring.

Celebration ceremony to cut the complexity and simplicity, but there is no lack of warmth and grandeur. Instead of flat, haphazard, or lay down, gray on a stage, it would be better to simply will be slightly to not engage in.

The so-called "thrifty" is to require the organizers to be thrifty and frugal, in the ceremony and its preparatory work for the whole process, in the expenditure of funds in a pragmatic manner. Moderation and frugality. The so-called "meticulous" refers to the organizers of the preparations for the ceremony. Not only to comply with the ritual practices, but also to analyze specific situations, careful planning, pay attention to details, division of labor, meticulous. Strive to be thorough, meticulous, and strictly guard against duck eggs, although there are seams, the scene of the error.

In short, we will consult with you more, more discussion, and will minimize the activity cost, the effect of the activity to do.

5. Opening Planning Program

1, media publicity

In the restaurant opening (specific date) 3 days in advance to start in the XX TV station, XX Education TV, FM radio intensive media publicity, promotion.

2, website publicity

The date of opening, the use of better cooperation with my company, high visibility of the website for cooperation and promotion. Focus on introducing and publicizing the grand opening information of our company.

3, XX Catering's XX stores comprehensive publicity

The production of "Warmly congratulate the XX drink XX city store grand opening" banner, in each store's eye-catching location to hang publicity. (The average daily customer flow of each store is 260 people * 14 * 30 days, there are about 109,200 publicity audience.

4, restaurant opening promotional support

① group purchase support

in long-term cooperation with my company's well-known group-buying site, "XXX network" for a group purchase package sales, can in a short period of time to significantly increase the popularity of the restaurant as well as the number of customers in my restaurant (customer flow) ② restaurant opening big reward activities

in the restaurant within three months before the opening,

▲ all the customers who come in to consume p> ▲ Where the shoppers can enjoy 7.8% off the entire bill (except for seafood, wine and staple food).

▲DM sheet with a single (DM) into the store consumption can be free of charge to give 1 of our signature dishes (5 choose 1),

▲Set meal restaurant combination of preferential strength of the exquisite set meal 4 kinds of the opening ceremony.

▲"Lucky carousel" activities where customers can enter the store to consume the end of the meal, to participate in the store's lucky carousel activities, 100% winning rate, prizes for the store's specialty dishes 1, in the customer's next visit to the store can be used, and then there is no other consumption restrictions.

5, other support

① in the pre-opening of the full range of skills training for staff (front office services, kitchen operations), to enhance the quality of service in the restaurant as well as the quality of the product, to ensure that every customer can enjoy the most satisfactory service and dining experience, in order to increase the likelihood of re-entry to the store consumption.

② At the beginning of the opening, in the staffing of the positions, to the staffing shall prevail, to ensure that the smooth operation of the restaurant and efficient.