Parent-child experience activity planning (commercial operation case)

The author of this article shares an activity plan for parent-child experience. enjoy~

XX Sports Club Parent-Child Experience Activity Plan

Organizer: XXX

Organizer: XX Sports Club

April 24, 2016

Chapter 1 Activity Introduction

1. Activity Background

1. The accelerated pace of life for modern people has led to a large number of health and family problems. Most families have fully realized the importance of a healthy lifestyle and communication among family members. At the same time, due to the conflict between working hours and class time, children and parents lack opportunities for interaction and communication. In recent years, parent-child activities have attracted much attention and have gradually become a demand, and people need a platform to meet this demand.

2. As an experience-based supporting facility of XX Plaza, XX Badminton Hall not only enriches the existing member experience but also serves as a platform for hosting events to attract new customers. It not only meets people’s needs but also is consistent with the mall’s expectations for traffic and promotion.

3. The event is scheduled for the May Day holiday. Holding a parent-child gathering on this holiday can not only meet people's needs for communication within the family but also meet people's shopping needs.

II. Activity Overview

By holding parent-child games in XX Sports Center, we not only promoted communication between parents and children, but also attracted a new batch of people to XXX, increased the number of members of the mall, improved the popularity of XXX, and matched the activities with the mall's traffic and promotions, thereby achieving the goal of increasing transaction volume.

3. Purpose and significance of the activity

1. Purpose

It not only enriches the existing membership experience, but also serves as a platform for hosting events to attract new customers. It also makes rational use of multiple resources with a small investment (people, materials, and money of the company) to achieve the greatest impact (traffic diversion, sales promotion).

2. Significance

Through a series of parent-child fun games and competitions, people can realize the importance of a healthy lifestyle and communication among family members, and increase the connection and affection between parents and children.

IV. Market Positioning

1. Selection of target market

(1) XXX business positioning

XXX is a large-scale commercial center project that XX Group Co., Ltd. plans to invest RMB 1.5 billion to build, integrating shopping, exhibitions, offices, hotels, restaurants, entertainment, and leisure, and mainly operates department stores. Different from most shopping malls, XXX's department store adopts unified management and unified activities instead of the traditional leasing method.

(2) SWOT analysis

① Advantages

• Superior geographical advantages: XXX is a 5-minute drive from Guangzhou South Station (Wuhan-Guangzhou High-speed Railway), a 20-minute drive from Guangzhou city center, and a 40-minute drive from Guangzhou Baiyun International Airport. It is located in the center of several nationally famous star real estate projects in Panyu District, Guangzhou, radiating the entire South China region.
• Parent-child experience activities can meet the family communication needs of modern people, have a high level of attention, and are easy to attract people.

② Disadvantages

• Due to lack of experience in organizing parent-child activities on the badminton court, the preparations may be insufficient.
• It needs to compete with other holiday consumption locations, such as Chimelong and other tourist areas, and there is severe competition for passenger flow.

③ Opportunities

By leveraging the consumption characteristics of holidays and the needs of family members, we can achieve the goal of attracting people and promoting the profitability of the mall, achieve the effect of attracting traffic and promoting sales, increase the mall's transaction volume, and increase the number of members.

④ Challenge

• Due to lack of experience in hosting such events, it is easy for inadequate arrangements and unreasonable resource allocation to occur.
• There are a large number of children, and the activities place greater demands on the personal and property safety of the personnel involved.
• A lot of publicity is needed in the early stages of the event to increase attention, which requires a certain amount of publicity investment.

2. Selection of activity objects

(1) Architecture of active objects

Family members with children are usually parents and children or grandparents and grandchildren.

(2) Consumption habits of the activity subjects

Parents generally have a consumption psychology that centers on their children and in which children play a decisive role. Most people are also sensitive to preferential marketing methods such as discounts and promotions in shopping malls. This group usually refers to women in the family.

(3) The connection between the activity object and XXX

Family members who hope to increase communication and exchanges between family members through parent-child activities and pursue family health

Chapter 2 Activity Content

1. Activity Theme

Daddy Mommy, come together

2. Activity time

May 29, 2016 (the Sunday before Children’s Day )

3. Activity Location

XXX Square Sports Badminton Hall

IV. Target audience

Families with children, can be parents or relatives or friends

5. Types of merchants participating in the proposed event

• -1F Sports and leisure products and sports equipment sellers
• 2F Women's Care Brands
• 3F Men's Brand
• 4F Various restaurants and cinemas
• 5F Children's clothing stores, toy stores and children's training institutions
• 6F Gym

6. Activities

1. Activity process

XX Sports Club Parent-Child Activities Implementation Plan

(1) Preparation stage

(2) Execution phase

(3) Late stage

2. Site layout

3. Prizes for games and lucky draws

Notes:

• First Prize Partners: Men's Brands on the 3rd Floor, ADDIDAS KIDS on the 5th Floor, etc.
• Second prize partner: Children’s toys on the 5th floor, such as Lego toys.
• Third Prize Partners: Various restaurants on the 4th floor

Notes:

• First Prize Partner: Panyu Chimelong Water Park
• Second Prize Partner: Amazon KINDLE
• Third Prize Partner: 4F Cinema

4. Membership system

Chapter 3 Promotion Methods

1. Online Promotion

1. Promote through online resources such as XX Group’s public accounts , Weibo, and official websites, such as “XXX”, “XXX”, and “XXX”.

2. Use XX’s merchants, shopping malls’ official accounts, and self-media websites to promote.

3. It is planned to develop an exclusive WeChat public account for XXX Plaza, focusing on the reservation of badminton courts in the Sports Center, and then gradually develop supporting services with other floors in the later stage, operating in a structured form.

2. Offline Promotion

1. Set up display boards in the elevator waiting area, escalator up and down, and rest area of ​​XXX to attract people.

2. Distribute flyers in residential areas near XXX and spread the word of mouth

3. Set up electronic boards near the plazas/shopping malls owned by XX to promote the event

4. Post posters in waiting areas of bus stops and subway stations

5. Implant the activity information on shopping bags and other consumer goods in XX shopping mall to promote the activity

Chapter 4 Budget

Chapter 5 Expected Results

1. Sales Profit

The estimated cost of this event is 4,000 yuan, and it is expected to attract 1,000 people, with an average cost of 4 yuan per person. The per capita manufacturing profit of the activity is expected to be 20 yuan/person, and the net profit is estimated to be 16,000 yuan

2. Membership Growth

The number of members registered through this event is expected to be 600

3. Growth in attention to Haiyin Media

Through this activity, the number of people following XX public accounts such as "XXX" and "XXX" is expected to increase by 1,000.