Now the shopping mall is doing activities almost every month, activities have become normalized, and now the ideas and activity process of promotional activities planning (suitable for prefecture-level cities and counties) are summarized as follows:
First, the idea of shopping mall activities
1. Passenger flow is the most fundamental demand of all commercial projects, and all activities are mainly based on stable passenger flow.
2. Two main ideas for getting foot traffic:
(1) Open source: through various forms, broaden drainage channels and increase passenger flow;
(2) Throttling: Adopt a series of measures to control customer diversion and lock customers for a period of time until the activity is implemented.
3. The success or failure of shopping mall activities does not lie in the content of the activity, the key lies in the execution
Execution comes first. Three points rely on planning, seven points rely on execution, mobilizing merchants, and allowing more merchants to pay their best is the foundation of the success of the event. For the event to be successful, the boss must do it himself, the mall drives the boss, the boss drives the storefront, and the store brings sales.
4. Mall activity plan
Every year's New Year's Day, 3*15, 5*1, store celebration, 11th, and Double 11, large-scale promotional activities must be planned; The good start in February can quickly drive the merchants into the business state, the key sales season of HVAC and ceramic tiles in March, the peak sales season of furniture in August/September, and the after-sales service month in December to improve the quality of operation. In June and November, the off-season promotion was driven by low prices and impulses. The promotional event site can design some on-site interactive lottery game links, and an electronic screen is placed on the site of the shopping mall for hi on-site interactive large-screen lottery game display, and common lottery modes such as lottery boxes, golden eggs, and lottery turntables are available.
5. Planning of shopping mall opening activities
(1) Pre-opening promotions. Efforts and publicity should be large, and it is necessary to enhance the interaction of merchants, which is the most effective means to assist in recruiting and subsidizing merchants and entering the market.
(2) The 2-3 events after opening are very important, and we must do everything we can to do it well.
6. The brand influence of some large merchants is greater than the popularity of the shopping mall, and the popularity of the shopping mall should be expanded through marketing in the early stage.
7. The shopping mall does activities to avoid and eliminate the diversion of customers to other markets, and guide or require customers from other markets of the brand to come to the shopping mall.
Second, the process of organizing the planning of shopping mall activities
1. Interview merchants, and introduce activity ideas in the daily chat process.
2. The shopping mall activity planning plan determines the merchant's intention to participate.
3. Hold an activity kick-off meeting to create an on-site atmosphere and encourage the boss to put down problems and actively participate in the activity
4. All materials are arranged synchronously to create a promotional atmosphere within one day
5. Set task objectives, do a good job of goal decomposition, and make a phased summary in a cycle of up to 3 days
6. The boss must participate in the daily morning meeting, and the evening meeting will complete the tasks of the day
7. Daily store inspection, implementation of activity content, and quantitative store assessment
8. A mobilization meeting will be held the day before the event lands
9. Convene a staff division union, and the division of labor on the day of the shopping mall activity is clear, and each performs its own duties
10. Finance should do a good job of collection, summarize work, and feedback data in a timely manner
11. After the end of the shopping mall activities, a commendation meeting will be held to award awards.
Precautions: Most merchants want to rely on shopping malls, occupy shopping mall passenger flow, and count on others, shopping mall activities cannot be successful, and all bosses must be guided to move, and use the boss to drive shopping guides.
Interesting large-screen interactive game recommendations:
Hi live is a simple, free and fun on-site interactive large-screen production tool developed by Beijing Zhongwang Brahma Interactive Entertainment Technology Co., Ltd., which has ranked first in the Baidu index for several consecutive years among similar products in the market, serving 300,000 activities every year, and more than 100 million people around the world have participated in Hi live activities.
At present, we have covered many mainstream scenarios such as commercial activities, corporate activities, industry events, wedding ceremonies, campus activities, restaurants and bars, retail stores, etc., and provided digital on-site marketing solutions for many key industries (real estate, home furnishing, automobile, insurance, tourism, hotels, and catering). The mainstream functions cover dozens of on-site creative interaction methods such as invitation, registration, sign-in, games, competitions, lucky draws, red envelopes, voting, scoring, questionnaires, messages, and rewards, and open up various marketing ecosystems (WeChat, Official Account, Enterprise WeChat).
Shake it up for interaction
Shake Shake Interactive was first developed in the hi scene and quickly swept the major events across the country, when all the users at the same time frantically shook the mobile phone, the atmosphere instantly ignited. Support a variety of activities: tug-of-war, racing, dragon boat racing, yacht racing, etc. The elements are all customizable, and the infinite change of surprises and the atmosphere of the scene is a must-have part of the event.
Answer the quiz
The answering test is very suitable for interspersing in the middle of the meeting, and the answer can be used to PK on-site knowledge and skills; Flexible question bank configuration, exciting new ways to answer questions on the spot, and custom settings of question answers make the activity more creative and more entertaining.
Blind box draw
The blind box lottery is an online activity on an e-commerce platform, usually launched by the platform and the brand in cooperation. In the blind box lottery, users need to buy a blind box with relatively low pricing and no specific internal content on the outside, which will randomly contain some products or coupons and other rewards. Users can only learn about the rewards they have obtained by opening the blind box, which increases the fun and anticipation of the lottery. In addition to satisfying users' curiosity and desire to collect, the blind box lottery can also promote consumers' attention and willingness to consume brands, and can also help brands create unique marketing strategies and images.
Picture draw
Directly draw user photos, which photo is drawn, the corresponding user will win the prize, all the photos uploaded by users on the scene form a photo wall, unique photos (beautiful photos) lottery, bid farewell to the traditional mode of drawing WeChat avatars, make the on-site activities more fresh, especially suitable for activities that need to be dressed up, such as: corporate annual meeting, anniversary celebration staff photo upload for lottery. Upload everyone's childhood photos for the raffle, which makes the raffle even more mysterious. Use your brains to discover more interesting photo lotteries; The extraction effect is cool, the technology elements are full, and the picture content is richer.
Big Wheel Draw
This kind of lottery form must be familiar to everyone, but the difference with the actual lottery is that it is a large-screen interactive lottery activity, no need to prepare props in advance, and the background can be directly set up for display, or the original taste, but it is a more trendy way.
Employees scan the code to enter the lottery, click on the space box to draw, and the lottery results can also be exported with one click, saving a lot of troubles. Think about how troublesome it would be if you had to prepare a physical carousel to move to the annual meeting venue, and if the award was wrong and could not be modified immediately, and how troublesome it would be to move it into the warehouse after the annual meeting.
Blind box draw
The blind box lottery is an online activity on an e-commerce platform, usually launched by the platform and the brand in cooperation. In the blind box lottery, users need to buy a blind box with relatively low pricing and no specific internal content on the outside, which will randomly contain some products or coupons and other rewards. Users can only learn about the rewards they have obtained by opening the blind box, which increases the fun and anticipation of the lottery. In addition to satisfying users' curiosity and desire to collect, the blind box lottery can also promote consumers' attention and willingness to consume brands, and can also help brands create unique marketing strategies and images.
Let's take the blind box lottery as an example to demonstrate the construction process:
Welcome to Hi site.
Follow the process to create a new event
1. Function description
The organizer uses blind box lottery to hold online and offline blind box lottery activities to randomly select prizes.
2. Function settings
(1) Enter the interactive function settings
(2) Select "Lucky Draw - Blind Box Lottery" and make relevant settings
Go to the "Blind Box Lottery" setting page and select the theme "Heartbeat Blind Box" or "Surprise Red Envelope Wall"
Take the heartbeat blind box as an example to demonstrate, click the "+" below the theme, and add the game lottery round
(Hover over the theme image to preview the effect)
(3) Choose the lottery method
1. Open the blind box - mobile lottery operation demonstration
Mobile lottery: Participants select red envelopes on their mobile phones to draw the lottery, and the lottery results are displayed on the big screen
(1) Basic settings, you can set the event title, lottery rules, lottery times, etc.
If it is an offline event, it is recommended to turn on the "geo-limited" function, and only on-site personnel can participate in the lottery
(2) Prize setting
Cash Red Envelope: The amount of the red envelope goes directly to the winner's WeChat wallet
Physical prizes: Winners will receive physical prizes in accordance with the rules set by the organizer
Thank you for participating: You can add the number of thank you for participating, and when there is no prize in the blind box clicked by the participant, "Thank you for participating" will pop up
(3) Prize number
Prize number: Each blind box can display a unique number when opened
Number naming: You can add a prefix before the prize number
Specify the number: You can specify the number of a prize and define the unique number of the prize
(4) Style design
You can customize the background image, blind box style, layout, blind box elements, background music and other content of the large screen page
Calculation of the number of blind box displays: The number of blind boxes that can be added can be calculated according to the resolution of the actual large screen on site
(5) Restrictions on Participation Conditions
Participation conditions: You can select a group, and people in the group can participate in the interaction according to the settings
2. Open the blind box - large-screen lottery operation demonstration
Big-screen draw: Participants select a blind box on the big screen and draw a lottery, which is applicable to offline activities
(1) Basic settings, you can set the event title and lottery rules
(2) Prize setting
Cash Red Envelope: The amount of the red envelope goes directly to the winner's WeChat wallet
Physical prizes: Winners will receive physical prizes in accordance with the rules set by the organizer
Thank you for participating: You can add the number of thank you for participating, and when there is no prize in the blind box clicked by the participant, "Thank you" will pop up
Participate"
(3) Prize number
Prize number: Each blind box can display a unique number when opened
Number naming: You can add a prefix before the prize number
Specify the number: You can specify the number of a prize and define the unique number of the prize
(4) Style design
You can customize the background image, blind box style, layout, blind box elements, background music and other content of the large screen page
Calculation of the number of blind box displays: The number of blind boxes that can be added can be calculated according to the resolution of the actual large screen on site
After the above content is set up, click "Save" to complete the game setup
3. Start the game
1. Return to the mystery box draw page
2. Go to "Created Activities" to query the created game records
3. If you need to "Specify Prize Number", click "Specify Prize Number" at the end of the game round to set the number
4. How to Participate
Which round you need to use, click the corresponding "Participation Method" at the back to open the big screen
*Large-screen lottery, the link of each round of the game is independent, if you need to play the next round of games, you need to click on the next round of "How to Participate" and re-open the big screen
*For the mobile lottery, the link of each round of the game is independent, if you need to play the next round of the game, you need to click on the next round of "How to Participate" and re-open the big screen and scan the QR code to participate
Fourth, the effect demonstration
1. Mobile lottery: big screen + mobile phone
Wait for the draw page
Start the game page
Select a blind box on the mobile phone and click "Select it"
Work in progress page
A winning prompt pops up on the mobile phone, and the winning result pops up on a large screen
2. Big screen draw
Wait for the draw page
Start the game page
Select the blind box on the big screen and click the blind box (the robotic arm extracts the blind box)
Hearts page:
(Click on the prize picture, close it to continue to draw the next prize)
When all prizes are drawn, the event will automatically end, or the organizer will "pause" the draw.
5. Inquiry of winning results
After the event ends, you can check the winning record in the "Created Activities" list and claim the prize
So what should we pay attention to when interacting on a large screen? The HI Live Interactive Platform summarizes the following questions:
1. Proficient process operation. The interactive game itself is relatively simple, and you only need to familiarize yourself with the entire game process a few times before the event, but there are still some users who will have some strange abnormal operations.
2. Some activities are relatively large, resulting in some users in the distance behind them not being able to participate in the event by scanning the QR code on the screen. Therefore, if the venue of your event is also relatively large, you can consider printing out the QR code in advance and posting it in some other locations so that everyone can participate.
3. On-site computer network. Because these on-site large-screen interactions are based on the network, some hotel network speed differences or network hijacking will cause the activities to not be carried out normally.
The above three questions are the three most important questions summarized by the hi live interactive platform according to tens of thousands of large-screen interactive activities, as long as the above questions are paid attention to the general activities, there will be no problems.
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