Drug store activity planning 1
First, media publicity before the event.
Through promotional activities, attract a large number of target consumers, form a wave of participation and purchase, spread the concept of products and services, and form word-of-mouth communication. Cooperate with news hype and advertisements before and after the event to release product information, so as to achieve the goal of quickly occupying the market.
Second, determine the activity content according to the theme.
The premise of the success of the activity is that the content should be attractive. Including discounts, free gifts, expert free clinics, drug purchase lottery, etc. Are all necessary means to attract target groups.
Third, the preparatory work before the event
1, information release
(1), activity information can be published in Loudi radio and television news, because the audience of TV news is every household, and its circulation is 40,000 copies, which is better than other newspaper media.
(2) Loudi People's Broadcasting Station, from September 26th to June 6th 10, began to publish advertisements for promotional activities. The time is from 8 am to 9 pm, and it scrolls 10 times a day.
(3) Hang a banner in front of the central store of the newly-built large pharmacy, with the theme slogan, from September 25th to June 5438+1October 7th.
4. Publish information that can improve the enthusiasm and number of participants. For example, the activity starts at 9: 30, so please don't queue up too early.
⑤. Pay attention to adding "the right to interpret the activity belongs to _ company" in the corner of the advertisement to avoid causing some unnecessary troubles.
2. TV: TV advertisements are flight advertisements, which mainly introduce activities, supplemented by simple product introductions or simply don't mention the functions of products.
3. Site layout
A well-arranged activity site can make the activity orderly, increase the momentum and atmosphere of the activity and attract more people to participate.
(1) Banner with active theme.
(2) Large exhibition boards and backboards that highlight the product image and activity theme.
(3) Hanging flags, table cards, large posters and leaflets.
(4) Information desk, gift (coupon) distribution desk, sales desk, etc.
personnel placement
(1) Arrange a sufficient number of service personnel to wear work cards or ribbons, so as to facilitate the identification and guidance of services.
(2) There should be order maintenance personnel at the site (arrange security assistance from the group company).
(3) On-site consultants and sales staff should have a clear division of labor and cooperate with each other.
(4) Emergency personnel (generally led by leaders, and should be handled by public relations in time in case of intervention by government functional departments).
4. Public Relations Liaison Officer
Go to the industrial and commercial, urban management and other departments in advance to go through the necessary examination and approval procedures.
IV. Key points of field implementation
1, the staff arrived at the scene first, and took their positions.
2. Promoters distribute leaflets, introduce activities and products, and guide customers to the sales desk.
3. Grasp the rhythm of activities, maintain order at the scene, and prevent accidents such as looting, so as not to cause negative effects.
4. The sales staff prepares the sales items and introduces the products to be sold.
At the appointed time, gifts should not be distributed too early or too late. Personal information and signature should be registered when distributing.
6. The host announced the end of the activity, and the site was temporarily reserved until possible time.
7. The on-site sales desk continues to sell.
8. Clean up the site and keep recyclable items for later use.
V. A summary meeting shall be held at the end of the activity.
It is very important to evaluate the effect, gains and losses of activities. Only by constantly summing up can we avoid detours in future activities.
Drug store activity planning II
I. Background of the event
Mid-Autumn Festival and National Day are the days of family reunion and affection, and also the golden sales period of health care products. The market will carry out promotional activities around key pharmacies, and exchange a series of market construction behaviors such as promotional policies and terminal display for preferential or free support from pharmacies, thus increasing the sales of health care products.
Second, the purpose of the activity
1, through the promotion of key pharmacies and strengthening management training, focus on key pharmacies and start the terminal work of building "100-box stores" and "10,000-yuan stores" within a time limit.
2, respectively, grasp the two aspects of consumer demand:
1) A decent and exquisite gift box to meet the gift-giving needs of social festivals;
2) It is practical and effective. Buy health care products to solve some physical problems and impress consumers with convincing examples and promises.
3. Fully digest the existing stocks of medicines and health products.
Second, the activity time
1, activity time:
2. Activity time:
Four. Location:
Verb (abbreviation of verb) main products:
Activity forms of intransitive verbs:
Form 1: buy __ 1 box and send _ _ or _ _ 1 box.
Form 2: Buy __2 boxes and get _ _ or __ 1 box.
Seven, promotion strategy:
1. Pay close attention to pharmacies, strengthen the terminal promotion and promotion effect, and vigorously publicize in various forms such as pop, kt display boards and shelf stickers at the terminal in the early stage of the activity: "_ _ _ _ _ _ _, especially suitable for people with low immunity and easy fatigue" and "_ _ _ _ _ _ powder-China famous trademark products".
2. Cooperate with the large exhibition area, have a good exhibition position, and undertake print media publicity. Gifts are required to be marked with gifts so that customers can see them at a glance. The display of the pile is unified as: products+gifts+hand-painted pop.
3. Before the activity, organize a shopping guide to clarify the content and tasks of the activity, further familiarize yourself with the composition and function of the company's health care products, and unify the output caliber.
In order to promote the development of chain stores all over the country and provide opportunities for more retail enterprises to communicate with each other, I hope that the purchasing directors, purchasing managers, planning managers and planning supervisors of retail chain supermarkets all over the country can attend and show our innovative, unique and operable golden ideas to everyone to exchange and learn from each other.
Drug store activity planning 3
I. Activity time
202 1 _ _ _ _ _
Second, the theme of the event
Dress up your father in June.
III. Contents of activities
June gift to dress up dad-colorful award
During the Father's Day activities, the goods will be 28% off the whole audience. Those who buy the goods at a discount and get a single ticket of 128 yuan or more can take part in the "Colorful Winning Prize, Drawing Father's Day Gifts for Father" activity with their computer receipts to present their fathers with exquisite Father's Day gifts.
Prize setting:
Grand Prize: Choose a dress.
First prize: giving away the designated goods.
Second prize: 20% off shopping.
Third prize: 30% discount on purchase.
Fourth prize: a star poster.
Activity details:
1. Put a long promotion table at the entrance and exit of the store checkout counter and spread it with red cloth; Put two lottery boxes on the table, and each box contains five kinds of table tennis *** 1 1, which are four white, three blue, two green, yellow 1 and red 1.
2. As long as the ping-pong balls that customers grab from the box twice in a row have the same color, they can get the corresponding winning prizes; The red ball represents the grand prize; The yellow ball represents the first prize; The green ball represents the second prize; The blue ball represents the third prize; The white ball represents the fourth prize.
Put "Don't forget to call my father today" and "When is my father's birthday?" Father's holiday is only one day. "For my father's birthday?" And so on, warm words cards and so on. The name and advertisement of the new century are printed below.
Remarks: Starting from the emotional needs of consumers, it is easy to cause children who work outside the home to miss their fathers, and this kind of publicity is of a public welfare nature, and customers will not have any resistance at all. It has played a very good role in establishing an image of sensibility and responsibility in the new century.
Make a beautiful message board in front of the store, use pink as the bottom plate, draw a picture about father in the upper right corner, write a poem about father in the lower left corner, put a paper crane big heart in the middle and a careful shape next to it, and carefully connect them.
All people can write blessings to their fathers on it. Just like a public welfare activity, it can increase popularity and people can give customers a good image.
Drug store activity planning 4
Most pharmacies will hold promotional activities in festivals, which will bring benefits to customers and profits to pharmacies. Throughout the promotion activities of thousands of pharmacies, it is found that many pharmacies lack creativity, but execution. Generally, it includes four aspects: materials in place, atmosphere in place, publicity in place and training in place.
Material in place
Materials in place mainly include commodities, gifts and promotional materials.
First of all, according to the season, festival, region, common diseases and best-selling products, data analysis is carried out to find out the best-selling products and key products corresponding to common diseases and fully stock up. For example, we found 30 key products in autumn and winter. If we order eight times a month, we have 35 boxes in stock at some time, and the sales volume last month was 160 boxes. The usual replenishment formula is: demand quantity = 160/8 = 20, 20 _ 2 = 40, 40-35 = 5, and 5 boxes are the demand quantity. During the activity, it is usually recommended that the key products be stocked for one month, that is, the goods are in place. Thirdly, according to the sales target set by the activity and the gift purchase booth, the types and quantities of gifts are calculated and prepared. Finally, according to banners, DM sheets, audio, recording, pop, posters, loudspeakers, etc. Prepare publicity materials for the promotion activities.
The atmosphere is in place.
The atmosphere inside and outside the store is in place, such as pulling arches, hanging banners, wiping signboards, making themed windows, drawing photos, holding umbrellas at the factory gate, publicizing free clinics, recording audio broadcasting activities outside the store, promoting key products, recording corporate culture, keeping healthy, and hanging corresponding activities and products POP in the store.
Be sure to ensure that the marketing atmosphere of the store is sufficient, the employees are smiling and the service is enthusiastic; The product display is rich and sufficient, and the key products are POP, explosion cards and cloud card tips; For example, show stepped, round and heart-shaped boxes, make an empty box with Chinese knots, make a wind chime, and some sunflower cards. These are the atmosphere in place, so that customers feel beautiful when they enter the store. Willing to stay a little longer and increase the interaction time with the clerk.
Publicity in place
Take the store as the center, distribute leaflets in small areas by time and in small groups.
Unified definition of billing: Hello, we are a _ _ pharmacy, and we have been holding 100,000 gift giving activities since _ _. You are welcome to attend. Define actions, define expressions, make activity records, purchase and gift records, lottery records, health records ... Out-of-store audio playback, arches, banners, free clinic at the door, member phone calls, member short messages, electronic subtitles, etc.
Training in place
Let every clerk know the activity plan like the back of his hand, which is the key. Be sure to let all the shop assistants practice, not just simple training and reciting.
Pay attention to three unifications: unified mission, unified language and unified action.
The task is to define the daily sales target, customer unit price, transaction frequency target and key product target, and then explain to each clerk that every customer should take a gift as much as possible.
The language is unified from the second gear, in order to increase the unit price of customers. For example, in the first gear, 48 yuan buys two packs of washing powder, and in the second gear, 88 yuan buys stainless steel pots. Please ask all employees to say a word to customers: Hello, today we are doing activities, and 88 yuan will buy stainless steel pots!
The action is to ask all the shop assistants to carry the water basin all the time during business hours, and every detail of the established items (a DM sheet, a pack of first-class free washing powder and a third-class free water cup) should be in place. If the chain headquarters trains the store manager in a unified way, the store manager trains the clerk in a unified way, and the headquarters checks the stores. The day before the headquarters re-activity, the store manager training was implemented in a unified way, and the assessment rewards and punishments were put forward. If the implementation is not in place, the store manager who fails the assessment score will even be dismissed on the spot.
The promotion activities of pharmacies are usually planned in three points and executed in seven points, which shows the importance of implementation in place. If the pharmacy can really carry out the activities in the process of carrying out the promotion activities, then the promotion activities will be successful.
Drug store activity planning 5
In the whole marketing process of drugs, pharmacies are the last link. The products enter the pharmacy and are put on the counter, only from the commercial unit to the downstream. Only by selling the products can the whole sales process be completed. With the increasing homogenization of products and marketing methods, how to make your products stand out and catch customers' eyes requires some targeted promotional activities from time to time. After all, whether it is a pharmaceutical manufacturer, a commercial unit or a pharmacy, it is fundamental for everyone to survive to improve the repeat purchase rate of customers, and only in this way can a virtuous circle be formed. How to design a practical and effective scheme of buying and giving activities? According to the author's experience, we should pay attention to the following three aspects:
1. Be creative.
At present, the terminal competition has entered a white-hot state. Every pharmaceutical company regards "winning the terminal" as a "dogma" and invests a lot of people, money and things in the terminal. Buying gifts is the most direct and effective way to seize market share and boost sales, so it is very frequent. It is really "you sing and I will appear", but most of them use some daily necessities as gifts, such as washing powder and soap, which lacks novelty. Of course, these methods are not without merit. Since everyone is using it, "existence is reasonable". It's just that if you can design a creative buying and giving scheme, it can not only boost sales, but also enhance brand image, killing two birds with one stone and bringing out the best in each other. Why not? To be new, strange and unique, we need to go out of the established mode of thinking, boldly imagine and seriously verify. We can't build a car behind closed doors, we should often go to the terminal to have a look, and we should be close to drugstore operators and customers. They have the most say in your products, so they also know what they need most.
2. Strong correlation
The design of the gift should be related to the product itself, not "irrelevant", otherwise it will be a failure. When I worked in a grass-roots enterprise famous for producing diabetes drugs, I designed a "_ sales" scheme. Buy _ pills and send _ urine sugar test paper. The giveaway adopted in this scheme is an economical and effective detection method for diabetes patients to control urine sugar, with strong correlation and low price, each box is about 1 yuan, while the retail price of a box of drugs is more than ten yuan, so the input-output is very reasonable and good results have been achieved in practical operation. Others, such as cold medicine to Biyan tablets (or drops), cardiovascular and cerebrovascular medicine to Danshen tablets (if it is your own product, it will also promote other varieties, if your product line is short, you can only "make wedding clothes for others", medicinal toothpaste to send toothbrushes and so on. , are all good. However, it is a bit far-fetched to distinguish priorities, such as giving cold medicine with Biyan tablets, because colds may be accompanied by rhinitis symptoms such as stuffy nose and runny nose, but rhinitis is not necessarily caused by colds. This must be borne in mind.
3. Strong practicability and operability.
The author once designed a promotion plan for the treatment of "mastopathy medicine", buying a course of medicine and giving a bra. This scheme is creative and targeted, but it is not feasible. Because there are several sizes of women's underwear, and when it is actually sent out, we don't know which model needs how much, so we need to make all sizes wider when purchasing. If the activity cycle is short, otc will cooperate with the site for 2-3 days and return it in time after the activity. However, if the activity cycle is long and the gifts are controlled by pharmacies, the actual operation will be very troublesome, so we can only give up this plan reluctantly.
In addition to the above three aspects, we can't ignore the cost control of gifts, because it is directly related to the input-output ratio of promotional activities. At the same time, if the attention of the gift is higher than the product itself, it will have the opposite effect of usurping the role of the host, just like the drama of "walk-on" on the stage, which has put the cart before the horse. Remember, it is just a "green leaf", and the customer will never buy drugs that are useless to him in order to get a free gift. If your product has a high added value or is recommended according to the course of treatment, the value of the gift may be slightly higher to increase customers' purchase. Otherwise, you can only use some small gifts. As for the purchase of gifts, there are some small gift wholesale markets all over the country. You can go there often. You can see the gifts ordered by many pharmaceutical companies. Maybe you will have unexpected surprises, so as to make a surprise and effective promotion plan.
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