Promotional activity planning book is the planning book for mini Cabin to investigate and analyze the environment and conditions of promotion and plan the overall strategy, form and action plan of the activity before launching the promotion.
1. Principles and requirements for writing promotional activity planning book
(1) Principle of logical thinking.
The purpose of promotion activity planning is to solve the problems in the mini cabin marketing, which must be based on the idea of putting forward problems, analyzing problems and solving problems to prepare the planning book.
First, set the situation and ask questions.
According to the general law of thinking, first explain the background of planning, and then from the big to small, from the macro to micro, layer by layer to advance, point out the planning book center.
Next, below the circumstance that highlights central trunk, also should give to fine branch part to take seriously adequately.
Again, put forward the specific plan that solves a problem clearly.
(2) The principle of simplicity.
In the compilation of the plan, the key points should be highlighted. For the core problems to be solved, in-depth analysis should be made and feasible countermeasures should be put forward.
When compiling the plan book, the text is simple, multi-purpose flow chart, table and other tools to show the content.
The plan need not be long - winded, just explain the problem clearly.
(3) Principle of visualization.
Planning book to image interesting, in order to attract more people to participate in and support.
Draw the theme attractively and make it appealing to the reader.
The content of the planning book as far as possible with a variety of charts, physical photos to table, to give people a direct impression.
(4) Operational principle.
A plan is a blueprint and guide for sales promotion.
Promotion activity planning as a whole, pay attention to deal with the relationship between each subsystem and each specific link, activities to consider the limitations of equipment, personnel, funds, materials, etc.
2. Main items in the text of promotion activity planning book
Promotion activity planning book does not have invariable format, from the general law of promotion activity planning, some of the elements are common.
The format of the proposed plan is for reference only.
(1) cover.
The cover of the plan book may provide the following information: the name of the plan book;
The name of the planning institution or the planner;
The date of completion of the plan;
The number of the plan.
In addition, the cover can also be considered in addition to the function of both explanatory text introduction.
(2) directory.
The catalogue is the brief outline of the planning book, after looking at the catalogue, you can understand the whole picture of the planning book.
(3) the preface.
Preface is to arrange the content of the plan book, the content is concise and to the point, preferably no more than 500 words.
The preface briefly explains the reason and significance of making this plan, or points out the situation and problems faced by the enterprise, and hopes to solve what problems through the plan.
(4) Main content.
This is the most important part of the planning book.
For example, the promotion background includes: market analysis;
Analysis of competitive brand sales;
Analysis of competitive brand promotion;
Product life cycle analysis;
Comparative analysis of its competing brands' resources.
Promotion goals include: annual goals and regional goals;
Promotion objectives (eg communication objectives, sales objectives).
Promotion planning includes: detailed plan, including promotion theme, promotion timing and duration, promotion location (region), target object, promotion product, promotion method, promotion media and other activities.
Promotion budget includes: budget plan;
Sources of capital expenses.
Effect assessment includes: promotion effect assessment (before, during and after).
(5) Planning schedule.
Draw up a schedule for the whole process of planning activities, and label clearly what to do on what day and month, so as to facilitate the inspection of planning progress.
It is advisable to list the schedule on a single sheet of paper for the purpose of making a schedule.
(6) Promotion organization.
The sales promotion team consists of the person in charge and the members.
Make the work assignment list, who is responsible for what, once the right and responsibility is not divided or a link error, can be replaced immediately.
(7) Materials and venues needed for planning the event.
When, where and how assistance should be provided, and what arrangements should be made.
(8) Relevant planning materials.
This part may or may not be attached, only to the planner to provide decision-making reference, information should not be too much, choose its main points and attached.
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