How to write a summary of shopping mall promotions

1, what was the goal set at that time?

2, now to what extent?

3. What is the status of the current results compared to the goal?

Through the above three questions, we can clarify the status of our goal achievement, and find the gap between the results and the goal.

Second, assess the results

In the summary of the data results related to the objectives of the activities presented through the data to analyze the success of your activities.

Third, analyze the reasons

Analyze the results of the data obtained, such as the campaign, the number of users grew, and so the distribution of the time period of user growth is how the most growth of the point in time what events occurred, most of the users are through which channel; in turn, you can put the promotional resources In turn, you can also put publicity resources at the moment corresponding to the growth of the change in advance to see if there is any part of the implementation is not in place.

Deeply analyze the root causes of success or failure, and formulate partial hypotheses based on the differences between existing goals and results, such as:

Was the campaign format not enticing enough?

Or was the timing of the launch not optimized?

Or was the campaign copy wrong and didn't move users?

With these assumptions, it is necessary to verify, there are three common methods of verification:

a. Data verification;

b. Change the variables, try again (can be a small amount of trial);

c. User surveys, to understand the conversion process of the user user's experience and confusion, to find out the bottleneck in the conversion rate.

Fourth, summarize the experience

The core purpose of the summary is to learn the lessons from the action, and put it into the subsequent improvement. Therefore, identifying the key reasons for the success or failure of an action and finding a solution is the most important step in the whole process of summarization. In addition to solving the problems identified in the moment, there is also a need to prevent problems before they occur.

The process of activity is always full of variables, to avoid all the mistakes will not necessarily be successful, to copy all the success of the experience is not everything.

It's important to accumulate and learn enough to be comfortable in any operational scenario, and to do better for the next event. After all, the routines we can learn are just for reference, it's the accumulation of our own experience that counts, and event summarization is definitely one of the most effective ways to accumulate experience.

Fifth, the key points of effective summary

1, after the end of the event, we should summarize the activities as soon as possible, so that many of the details of the implementation of the activities and the user feedback are all remembered, the reliability of the summary is relatively high.

2, each other frankly analyze, neither shirk responsibility, nor presumptuous, as far as possible to present a complete and real activity process. Each participant has an equal right to speak, and can truly express their thoughts.

3, to have someone to control the time and record points, control the time of each part is very important, in addition to record the points to the next step in the action and the experience of the summary record, in favor of the next event planned more perfect.

The promotion from 20xx x month x to 20xx x month x, *** count xx days. It is understood that the super with the same period last year, there is a certain growth, sales focus on pulling is based on xx and xx and other key stores of the super, the effect of the activity program performance in general.

According to the market understanding, this year, xx the entire super wine market has a certain shrinkage, but mainly reflected in the gift box. I mall through last year's product structure adjustment and improvement, store customer relationship maintenance, promotion team construction, with the dealer's activities program, achieved certain results.

The form of this promotion is mainly divided into four categories:

First, on-site special sales

The main embodiment of the xx system *** counting 12 single product, the cumulative number of times a single product special 18 times. This activity form, catering to the majority of the psychological needs of ordinary customers, the market response is relatively good, to a certain extent, effectively pulling the sales. But at the same time, there is also a little negative impact, reduce consumer brand loyalty; increase consumer sensitivity to price; affect the consumer recognition of the quality of goods.

Second, the pile of head, end shelf

The pile of head and end shelf is not only embodied in the sales, but also embodied in his publicity and display, to attract customers, so as to guide the customer to such goods or products with which to match. Throughout the Spring Festival period, I shopping malls in the supermarket header and shelf failed to follow the original program in place one by one, but a few key stores have a certain amount of complementary, but also played a certain role in publicity and sales promotion.

Three, on the publication

A single product publicity advertising, both specials and publicity. I mall products mainly do xx two single product. This activity form, effectively improve sales, increase the credibility of the customer. According to the actual situation of the store, xx site customers have a certain amount of self-pointing.

Four, cashback

Cashback activities also belong to a kind of indirect profit promotion, although the surface value of the small, but for consumers is the most affordable promotion. Throughout the activity period, I mall products mainly for each single product, single product rebate procedures are more troublesome, and only for the promoter's store, the relative audience is relatively small. The overall limit of promotional cashback is relatively weak.

In short, we need to flexibly grasp the advantages and disadvantages of each form of activity, starting from the actual needs of customers, try to take advantage of its advantages, to avoid the disadvantages, so as to make the program, to achieve the simultaneous development of sales and brand pattern.

At the same time, the competition in the XX market is extremely fierce, especially the three major XX brands, which are y rooted in the XX region and have been subconsciously formed in the minds of customers. In each peak season promotional activities, the use of high-cost investment (each store to do stacking, end shelves, on the publication), the focus of the store sea of people tactics, sub-category of the store personnel coverage, promotional methods are flexible, the main product highlights, the gift box updated faster, relevant to the market reality, catering to consumers.

I observed and understood through this period of time, I think this whole activity is more successful, but from my personal point of view, there are still some shortcomings, I'll say from the following points of view:

1, with the system of negotiation of my mall personnel information is closed, did not understand the first-hand information. Resulting in the entire decision-making process for a long time, are in an undecided state, so the super system as well as the dealer's temporary decision, it is difficult to come up with a program in a short period of time, the impact is greater. In view of this, and then do promotional programs, we should adopt that model, seems very important.

2, my shopping mall product price system is not complete, manifested in a single product of twenty or thirty dollars can not do activities, xx and xx to do activities are into twenty dollars, thirty dollars and blank, can not be filled. Should further increase the selling price between 20 and 60 yuan, especially between 30 and 50 yuan single product, can be used in a low-profit distributors, with a high factory price of single product, so that consumers are benefited, the price of a single bottle is also relatively high. Gift box price of about 90 yuan sales, and I mall gift box price is very high, coupled with the lack of brand publicity, can not go volume.

3, promoters, especially the pro promotion, should strengthen the training, especially wine knowledge and personal store behavior. Pro-expedition as a supplement to the emergency personnel, should be prepared in advance, it is recommended that before the peak season to strengthen the product and sales skills training, especially in the store to receive customers and guide customers, should be strengthened with the long pro-expedition exchanges, summarize the necessary long pro-expedition with the pro-expedition way to learn for a period of time, wait until the peak season and then assigned to the various specific stores.

4, in addition to further strengthening the daily maintenance of key stores, should also strengthen the sales of sub-category stores, especially during the peak season, in order to pull the overall sales. At present, in the whole xx super, the sales of key stores accounted for a large proportion, but other sub-category stores still have a certain amount of traffic, especially in the peak sales season, it is worth focusing on. It is understood that our wines have a certain amount of self-flow in these stores during the peak season. If you increase investment in these stores, especially the peak season promotes, will significantly pull the sales of the store.

5, for the off-season to maintain market share to do market-oriented, increase the store piling, end racks, on the publication of advertising to guide sales, and will be the peak season of the product function of the appeal, and gradually shifted to focus on the brand awareness, and strive to off-season advertising can be leveled to improve the visibility of wine products in the mall, to meet the arrival of the peak season of sales. Only in this way can we better lay the foundation for the peak season to improve sales, but also for the brand's long-term cultivation of the customer base.

In the shadow of xx, it is difficult for us to sell every bottle of wine. Therefore, we can only further revolutionize our marketing ideas according to the specific conditions of the market, combined with our own actual situation. Do the work thoroughly, do fine, do fine, further improve the efficiency of the work, in product display, outlet customer service, product structure, promoter management to do our job.

xx year xx special marketing activities have been successfully concluded. In the city council held xx marketing mobilization meeting, our leadership is y committed to the arduous task, immediately held a meeting of center directors and above management personnel, research and development of detailed marketing program, set up a marketing team mainly led by the bureau, carry forward the "sword" spirit, change pressure into power, overcome the difficulties, and take the initiative to attack. As of the end of September, **** completed xx sales of xx million yuan, to complete the city council issued a plan of xx%, achieved the victory of the marketing activities. Now will think of the month of marketing activities summarized as follows:

A, based on the "early" word, seize the market

In the traditional XX Festival is approaching, the major merchants want to seize this piece of the market, in order to be in the piece of the limited market to maximize a cup of soup, it is necessary to early arrangements, early hands, and the market, the market, the market, the market, the market, the market, the market, the market, the market, the market, the market, and the market. It is necessary to early arrangements, early action, combined with the experience of previous years, to do a good job of pre-marketing preparations. Knowing the enemy and knowing yourself is the only way to fight a hundred battles, so I organized a detailed investigation of the market research, to understand and grasp the customer's psychology and the use of xx use and demand.

Second, increase publicity, create an atmosphere

The effect of marketing is good or bad, publicity is the key, in order to achieve the desired effect of publicity, the development of a set of detailed publicity program.

First, the organization and planning of the xx xx product promotion, to customers detailed introduction of manufacturers and the characteristics of different products, the atmosphere at the meeting was warm, on the spot, three customers reached the intention of ordering for the next step in the development of marketing activities to lay the foundation.

Secondly, the use of newspaper folder delivery DM in the mail ads, posters, business hall hanging in front of the publicity banner, electronic screen floating word, TV floating word and other means to create a publicity atmosphere to achieve the purpose of the publicity, so that householders know, improve the perception of the xx activities for the delivery and sales of the market to do a good job for the preliminary business promotion.

Three, accurate positioning, classification marketing

According to the characteristics of the county's economy and different customer groups, the development of appropriate marketing programs.

First, the product is divided into high, medium and low three grades, targeted at various institutions, enterprises, factories, mines, schools and other units of the carpet marketing;

Second, the use of the target adoption of the way to acquaintances, looking for relations, make full use of contacts to customers to introduce the product to recommend the marketing;

Third, the use of festivals to visit the big customers the opportunity to introduce the customer to recommend the product;

Third, the use of holiday visits to the opportunity of the big customers to customers The company's business is to provide the best possible service to its customers.

Four, leadership, leadership

In the xx activities since the start, the leadership of the Bureau of the first, jumped down, rushed in the publicity, the first line of marketing. Separately take the promotional materials, product samples to subscribe to the unit one by one to promote, attack, marketing. See the directors personally visited the door, the leaders of the units were y moved, have to find ways to order products. Leaders of this spirit is also y touched by the staff, part of the management and staff volunteers, have asked for help, to join the xx marketing activities, the formation of you catch up with the situation than the marketing, and achieved a good marketing results.

Fifth, play advantage, combined marketing

In the face of fierce market competition, make full use of our xx unique resource advantages, play the purchase of xx to send xx greeting cards, greeting calendars, corporate image brochures of the trump card, that is: order xx up to 10,000 yuan or more, free of charge for the production of the corresponding number of boxes of xx greeting cards; fifty thousand yuan! For those who have ordered more than 10,000 yuan, we will produce the corresponding boxes of xx greeting cards for free; for those who have ordered more than 50,000 yuan, we will produce the corresponding boxes of New Year's calendars for free; for those who have ordered more than 100,000 yuan, we will produce the corresponding boxes of corporate image brochures for free, and the contents will be selected by themselves. This has been recognized by the customer.

Although we have made a little achievement in this xx marketing activities, but there are still a lot of shortcomings, there is still a certain gap from the requirements of rapid development, we must sum up the experience, build on our strengths and avoid shortcomings, and learn from the development of a good brotherhood of the Bureau, in order to achieve the goal of effective and rapid development and hard work!