Clothing promotion program
Part 1: Clothing Promotion Program
First, the three implementation keys of the promotion
Although this article highlights the actual introduction, some important theoretical introductions cannot be omitted. Let's take a look at the definition of promotion before we start: Promotion is literally “sales promotion”, which is to communicate with individuals, organizations or groups through information dissemination and persuasion activities to directly or indirectly encourage them to accept certain goods. Or service.
From the perspective of retail, in this definition, there are three keywords worthy of attention: 1. “Information dissemination” mainly refers to the promotion of publicity and atmosphere creation; 2. “Communication” mainly refers to the promotion of oral presentation on the spot. And shopping guide reception; 3, "convincing", which mainly refers to various efforts to achieve the final transaction through promotional gifts, price reduction and sales techniques. These three keywords constitute the most important work items in the retail promotion execution, and we must focus on the promotion preparation and execution.
Second, the main purpose of the promotion of the six
Store promotions, and single-brand manufacturers' promotions, there are still many distinct differences in their starting point: manufacturers' activities highlight their own brand and sales, while store promotions emphasize the performance of individual brands and categories, but also focus on the store. Overall, achieve comprehensive quantity and quality improvement. From the perspective of the store, the promotion purposes are mainly as follows:
1. Encourage customers to purchase in large quantities and quickly increase the overall sales volume of the store.
2, to bring freshness to customers, deepen the impression of a product brand.
3, strive for potential customers to try to buy, so that customers familiar with the goods as soon as possible, and promote the sale of goods.
4. The purpose of enhancing the brand image of the store.
5, old products, backlogs clearing the library, reduce high inventory.
6. Attract competitors' customers to change existing consumption habits, grab customers and fight competitors.
Third, the three principles of promotion implementation
1. Innovation is paramount
Innovation is the “secret weapon” for promoting “breakthrough” and is an effective way to attack other brands for follow-up and interception. If the form of activity is not innovative, simply relying on hitting specials or buying gifts, such activities are unlikely to achieve good results. In today's increasingly homogenized sales promotion methods, innovation must be fully differentiated, and the design of promotional programs and the release of advertisements must be differentiated.
2. A small number of times
Since consumers' desires are always endless, and the more difficult they are, the more they want to get the psychology. Therefore, the promotion should follow the principle of “small number of times”. The promotion should not be too large, and the product range should not be too much. Setting some activity thresholds makes guests feel that they are taking advantage of it.
3, win in the details
The part of the consumer who ultimately decides to purchase is called “thrilling leap” in economics, which means that consumers are very expensive, and often give up buying because of some small problems that are usually inconspicuous, and the vigilance is very high. In this case, it is especially important to grasp the implementation details. Throughout the promotion, from small to poster design and posting, to the fine-grained promotional process and on-site execution, attention to detail.
Fourth, the three common categories of promotion
Although there are promotional purposes, but in many cases, we are often caught in this kind of thinking: When should I make a promotion? When will the promotion effect be better? The following various promotions and forms may make you Find more ideas when planning your promotion:
1, large holiday promotion
Including but not limited to: New Year's Day promotion, Spring Festival promotion, Lantern Festival promotion, March 8th promotion, Dragon Boat Festival promotion, Jianjun Festival promotion, Mid-Autumn Festival promotion, National Day promotion, etc.
2, themed promotion
Special-purpose themed promotions for the planning of a category of goods or events, including but not limited to:
Celebration promotions for important festivals in the store, such as company promotion
New store opening promotion
Vendor joint promotion: activities carried out jointly with a certain brand or a certain type of brand manufacturer: brand promotion week, brand special week, etc.
General theme holiday promotion: Valentine's Day promotion, 3.15 promotion, 517 promotion, Father's Day, Mother's Day
Themed holiday promotion planned by the store: mobile phone festival, smart phone festival, music mobile phone festival
3, regular promotion
In addition to the above two categories, in order to activate the atmosphere, small-scale promotions around a specific purpose or market, we call it regular promotions, mainly including the following categories:
Small promotion that boosts popularity and sales on weekends
Coping with promotional activities such as competitors' opening
Special promotion for the clearing machine
Celebration promotion
New product promotion
A potential promotion for major events or festivals in the region. For example, Hainan will have a large Hainan festival organized by the government at the end of each year. Hainan’s king Tianchuang mobile phone chain will also hold the “King’s Tianchuang Mobile Joy Festival”, which has been a good response.
V. The “6-link” process of promotion execution
What should be done in the promotion? What are the steps and processes for launching a complete promotion? For many newcomers to marketing, it is very simple to think about doing promotional activities, once they start to operate, they don’t Know where to start and what preparations to do. The following "6-link" will make it easy for you to face the promotion:
Planning has highlights
1. Identify the time, place, object and form of the promotion.
2, the theme of the event must be prominent, to be eye-catching, to have legitimate rationality.
The terminal promotion can have an eye-catching event title, and the whole event is basically half successful. For example, a certain promotion campaign, a chain of mobile phone stores played such an event title: **** store celebration, send Hao Li beauty to the earth, send beauty is actually a beauty calendar sent by the beauty staff, send the earth is sent a The globe, but the title of the event is very appealing, and many consumers are very curious to be eager to learn about the event. For example, in a certain off-season, a mobile phone store planned a promotion: rewarding mobile old users, 0 yuan purchase, 1 yuan for gifts, not only the title of the event is concise and direct, the temptation is super strong, and it is firmly grasped at once. A large number of mobile users.
As the saying goes: If the name is not correct, the words are not smooth. The promotion is also famous for the teacher. There is no reason to give customers discounts or gifts for no reason. Not only can they not increase sales, but they may let customers who are interested in buying back away. Therefore, when doing promotional theme design, you must inform the outside world "Why should I do this promotion?", such as anniversary celebrations, such as celebrations, so that consumers truly believe in the authenticity of the event.
3. The points of interest should be clear.
4, the details of the event should be considered.
5. Special emphasis:
The theme atmosphere of different products and different customer groups is different. For example, the Valentine's Day promotion scene creates a romantic and sweet atmosphere. Pink color layout, the theme is elegant and graceful; the price-based killing and gift PK-based promotion, the expression should be straightforward and simple, the customer will understand at a glance; good activity theme: one must be tempting to the on-site customers; To have the value of communication.
Preparation must be in place
1. Division of labor: Establish a “maintenance committee” for promotional activities, and make a clear division of labor during the preparation period of the event.
2, weather confirmation: through the weather bureau, the Internet and related channels to understand the weather conditions on the day of the event.
3. On-site defects: determine the best location for the event and determine the best time for the field. It is better to be the location and time that is most likely to cause customer attention and stop.
4. Site implementation: Determine the site with the city management or property company one week or even one month in advance.
5, the promotion of recruitment: the promotion of the promoters must be strictly controlled, should not be more appropriate, to avoid mixed fish. A good promoter can reserve an event for use.
6. Promotional training: Promoters and promotion must be trained in the content of the promotion activities before they can be employed.
7. Incentive system: Communicate the company's sales policy, formulate a scientific and feasible on-site incentive system, and boost employee enthusiasm.
8. Material preparation: promotional materials such as inkjet, posters, and single pages; on-site materials such as banners, tents, promotion desks, and gift distribution registration forms.
9. Gift application: According to the current gift inventory situation and promotion demand, timely submit the procurement demand to the administrative department, and follow up.
Preheating should be sufficient
A successful promotion, three points on the spot, seven points by preheating.
Preheating should be centered on the activity site, with the radius around the activity XX, and fully warmed up to the place where the target population is concentrated. The warm-up time is usually 3-5 days for the best time. It is easy to be forgotten too early, too late to produce results.
The most critical
1. Place the game in advance.
2. Division of personnel: general commander, promoter, salesperson, product and gift clerk.
3. Communicate the sales information to everyone on the spot in a timely and sufficient manner.
4. Exercising the shopping guide by shouting slogans, meeting and other forms.
5. Interference information generated by the on-site competitors should be promptly investigated and resolved.
6. Sales gifts, prizes, and bonuses must be paid in a timely manner.
Inspection cannot be saved
Preparing for full activities will have negligence and deficiencies. Therefore, during the implementation process, the inspection process must not be saved. If you find a problem, try to solve the problem on the spot; if it can't be solved, try to avoid it in the next event. The implementation of large-scale activities is even more sloppy, otherwise it will not only be deformed, but also may have adverse social impacts and negative effects.
Summary should be timely
1, a half-day summary, in time to boost morale.
2. After the event, hold a summary meeting with all employees. Appreciate the people who perform well, affirm the results, and find out the shortcomings.
3. On the second day, the store cadres gathered to sum up and sum up, fully summed up the planning, preparation and execution of the event, wrote the experience for other markets to learn from, learned, and listed the inadequacies to avoid recurrence.
Part 2: Clothing Promotion Program
To dance with wolves, XXX costumes must first become wolves, and the market during the May holiday this year is also a must for all companies.
A piece of fat. Therefore, we must make a surprise move. On the one hand, we sit down and analyze the market background calmly, and recognize the position we are in; on the other hand, we must also be prepared to fight back.
I. Market status and analysis
1. market background
Intense competition in casual wear across the country
The number of casual wear companies is increasing, and merchants are constantly emerging, which divides the consumer's money bags and squeezes the market for casual wear.
Product structure is similar, but old brands prevail
Although the product structure of several casual wear is similar, it is still the old brand. The reason is that their market is rich.
Brand image synthesis
From advertising, marketing, brand appeal to consumer choice preferences, XXX is still a distance from them overall.
Due to the similarity of the clothing structure and even the brand image of each brand, there will be a fierce price war in May.
Consumers' awareness of casual wear has improved rapidly. They are not only looking at products, but also pursuing price ratios.
2. Competitor status
The first group army: Bangwei, Gaobang, they are leading brands;
The second group army: Senma, Bai Lide, they are strong brands;
The third group of soldiers in the forest, birds, Italians.
Features: high brand awareness, strong corporate strength, and large advertising investment. Implement localization strategies to reduce costs and strengthen competitiveness.
3. Consumer status
Consumers have already agreed with casual wear, with 77.89% of regular buyers and 8.15% of occasional buyers, only 2.96% never buy. However, the age structure is significantly smaller.
Consumer behavior characteristics: heavy price, but the concept of brand value added is vague. But some consumers have already realized this.
4. *** market performance
The popularity and reputation are not very high. There is a certain market share, especially in the southern market. And this year's product development has a certain degree of competitiveness. Although there are some good performances of the previous period, the overall strength is not outstanding.
Conclusion: The market has great potential, and the transformation of education leads consumers to be extremely arduous.
Consumers have been cultivated the habit of consuming casual wear, which is a combination of several brands. In the long run, there are quite a large number of consumers who tend to change their tastes. The market potential is great, but the cultivation of educating consumers is a relatively long-term gradual process.
In the above, it is especially important to let consumers understand XXX's real brand name. It is necessary to take advantage of the opportunity of opening a new store and a series of brand promotion activities to express the connotation of the bird brand in Linzhong, thus achieving a sensational effect.
** There are many problems, but there are many variables. As long as the direction is right and the work is in place, it will have a good effect. Two of them are very important: First, the product characteristics, product quality is very good, but it did not spread it well. Second, the influence of birds in the forest is not large, but people have a sense of intimacy. It can be said that risks and interests are at the same time, and opportunities and challenges coexist.
Second, the purpose of the event
1. Fully demonstrate XXX's unique personality charm.
2. Improve the reputation of ***.
3, with the Wenzhou City *** store as the source effect, driving the sales of specialty stores in the surrounding areas.
4. Promote the development of *** in the market.
5. Increase turnover
6. Increase social benefits
7. Enhance the cohesiveness of all employees of the company
Third, the theme of the event
Event theme: Fire Red May Another Day
Fourth, the activity slogan
Activity slogan: Are you on fire?
means:
Consumers should abandon the old consumption concept of the past and re-select the consumption target;
Consumers should choose new brand consumption, and change the taste;
When the hot summer is coming, you should add a few cool clothes;
Let the consumer's personalized consumption be fully demonstrated.
Reflecting that *** summer clothing has been newly launched;
Reflecting *** is constantly improving itself.
V. Event location
Venue: All *** stores
Six, activity time
Activity time: May 1st to May 15th
Seven, the content of the event
Bundle sales for cultural shirts and design event packaging.
Three-dimensional packaging for all key activity areas
Use 20 yuan special clothing and the main theme of the clothing for organic sales.
Note: The specific sales method is provided by the Ministry of Commerce and the Planning Department.
Eight, advertising strategy
Since this event is a regular strategy activity, it is the prelude to the second half of the event, so the focus of this event is not on the content of the event, but on the operation of the media. Therefore, the quality of this media launch is especially important. In addition, when new products are listed, we must push the functionality and practicality of the products as much as possible.
The principle of advertising creativity: based on rational appeals, supplemented by emotional appeals.
Media selection
The main propaganda of this event is applied to the terminal layout, and the media does not need publicity at that time.
Soft advertisement
a) Posting news and soft advertisements in the form of news on Wenzhou TV and cable stations
b) Posting news in several major local newspapers in Wenzhou
Soft advertising theme
Launched the “Summer One Summer” promotion
Advertising slogan
a) Are you angry?
b) You should be on fire
c) The proletariat of the world unites
d) XXX Fashion Service Area
Advertising appeal target: consumers who pursue fashion; consumers with lower income; consumers who are tired of the road.
Advertising performance strategy: to be new, accurate and clever.
Store terminal layout
The whole color is rendered in red or pink, creating a strong political atmosphere to express the atmosphere of the May festival. In addition to the regular layout, this event also pays attention to the details of the decoration, such as the salesperson's face needs to be drawn a sickle and axe logo, open
When you meet customers, you have to ask, "Are you angry?" The store music can play genre music such as "Internationale."
IX. Expense budget
Temporary
X. Comprehensive review
At present, the Wenzhou market has already started to smoke. It is expected that this price war will continue in May this year. in case
This is the case, in fact, will be beneficial to XXX, because this makes the brand status of Linzhong Bird and other brands. But if it goes on for too long
It will hurt both sides, so XXX must make plans early and move forward steadily. The development of activities must be systematic and normative.
Part 3: Clothing Promotion Program
The season of the year lies in spring, and the importance of the Spring Festival for clothing sales can also be described. According to industry insiders, doing sales during the Spring Festival will not only win the first year of sales, but also allow the annual sales task to have the cost of guaranteeing the bottom.
Therefore, every Spring Festival, manufacturers, agents, franchise stores will open up the battle early, planning a variety of Spring Festival promotions. But how to win in the Spring Festival promotion war, to create a peak season in the clothing sales season, still need to spend some "Kung Fu."
Coordination between manufacturers and franchisees is the key
In order to compete for the biggest "cake" in the whole year, there is a lot of competition among the clothing franchise stores.
In Beijing Wangfujing Pedestrian Street, there are various conspicuous promotional POP posters hanging on the street shops. Various decorations that symbolize the Spring Festival are placed on the shelves, making the shopping environment of the store full of festive atmosphere.
Marketing people believe that the promotion work during this period depends to a large extent on the planning and execution of festival promotions by manufacturers or agents, and requires cooperation between brand owners and franchisees. They believe that it is very difficult to accommodate the entire channel in a festival marketing campaign. Therefore, festival marketing must be targeted, and the main and secondary needs should be clearly defined. The key points should be to resolve the competition between terminal stores. Manufacturers and agents should be in personnel, material resources, distribution, etc. Be prepared for the aspect.
From the perspective of the manufacturer, we must first plan in advance, formulate specific promotion plans, arrange production reasonably, and actively cooperate with dealers to prevent out-of-stock or insufficient capacity, so as not to affect sales. As a franchisee, we must actively cooperate with manufacturers to implement the promotion plan, concentrate funds, and arrange inventory reasonably. Only in this way can the funds run the fastest and achieve sales during the holiday season.
Correctly grasp the promotion direction
The Spring Festival is the peak of family consumption. During the festival, from “big discounts” to “massive special offers”, from “buy one get one free” to “return coupon sales”, the pattern is refurbished, and there are many tricks. Consumers are often Drowning in the ocean of promotion. The investment in various clothing brands in the Spring Festival market is very large, but what kind of promotion is reasonable, what is the direction of holiday promotion?
According to a Li surname agent of Beijing Tianya Building, according to the price of clothing, the merchant's quarter-end clearance can basically maintain the above cost line. Therefore, the Spring Festival promotion war, for the franchisees, it is more important to withdraw funds, in preparation for the purchase of new goods in the coming year. Therefore, the promotion efforts of various businesses are bigger than one, and many merchants use a banner of 3-5 fold to attract customers.
A marketing manager of a shopping mall said that in large-scale festivals in the shopping malls, the promotion activities of major merchants abound, and the stimulation level of the consumer brain center is saturated and tends to be numb. At this time, a large amount of manpower and material resources are invested. Promotions are definitely not worth the loss. Moreover, even if there are no promotions for large festivals, sales will increase. Therefore, it is better to do the opposite and implement the "big festival small promotion, small holiday big promotion" reverse thinking, in the small festivals that major businesses do not pay much attention to, for large-scale promotion of different segments of consumer groups, will Limited manpower and resources are spent.
He said that coupled with the introduction of the Beijing retail industry promotion behavior norms, discount sales have also entered a dead end, promotion needs to have new highlights, in addition to the traditional return coupon activities, but also to take other ways to attract customers, for example, Enhancing store image and strengthening customer relationship management can attract high-end customers more than coupon promotion.
Marketing people believe that the Spring Festival promotion is important, but to grasp the problem of one degree, we must adopt a "short, flat, fast" promotion method. First, the time should not be too long. If the time is too long, it will affect the price, and the promotion will not be effective. It can be too big. Promotions should be directed at consumers rather than channels, and promotions should be in the terminal rather than the circulation market. Apparel brands should study the festive psychology of holiday consumption, the realistic needs of the holiday market and the culture of each product, and develop a product portfolio that is effective, has festival features, and is suitable for festival marketing. It is another way to seize the opportunity. This is the smooth opening of the festival market. , quickly seize the root of the holiday market. We will develop and cultivate new consumer demand by diluting price utility, enhancing communication and interaction between consumers and businesses, and creating a happy and festive environment for the Spring Festival without losing a relaxed and harmonious consumption environment.
Design details, expressiveness, success or failure
When the Spring Festival came, the operators of clothing franchisees entered the state one after another, and once again began to exhaust their innovations in festival promotion.
In the early years, festival promotions were originally a favorite tool for many merchants, but now many operators of clothing stores regard it as a "chicken rib". They don't sell and are not reconciled. They don't feel like new ideas. They taste chewed wax and look at others. It’s a red fire, but it’s cold and clear, and it’s often awkward.
A detailed analysis will reveal that these unsuccessful merchants have done the same kind of promotion plan as others, but because of their lack of "the pen of expressiveness", because of the "formation and unpreparedness", it finally fell to the front of the door. Rare" situation.
So, where is the "People of the Gods"? In this detail, the decision to make a success or failure is getting higher and higher, let us review the details.
Preheating should be targeted
Since the target customers of the store are mostly geographically restricted, the media should be selected to fight for these target customers. It is generally not recommended to use a wide range of TVs and other targeted mass media. It is best to use cheap and targeted flyers, posters and even one-to-one communication with members, which saves costs and ensures their effectiveness.
The compilation of the information content of the preheating media should be able to set off the desires of the target customers, to meet their needs, and to make the text attractive. Taking the flyer as an example, the title of the content first strongly needs to pick up the interests and desires of the customer group from the font, color and text, and then attracts it to look carefully.
In addition, there must be a choice in the use of promotional stimuli: some merchants choose to give gifts or specials when they engage in activities, often with the feeling of being sloppy, in fact, the choice of these items is very knowledgeable. The choice of special merchandise is the popular universal commodity. These merchandise are often set for no profit or negative profit. They just want to use this as a bait to attract more popularity. The choice of gifts should meet the needs of the target group if they strongly want it. Or some seasonal goods, you must not set some products that customers do not need or need to do; discounted goods to open the grades mentioned above, the specials and gifts are designed to attract popularity but can not bring profits, The purpose of our promotion is to sell and profit. Therefore, we must open the front line on the discounted goods and plan ahead to maximize profits.
The rhythm of the Spring Festival clothing promotion should be “short, flat and fast”
The rhythm of the event should be “short, flat and fast”. The purpose of our festival promotion is generally two to improve sales, and the other is to enhance the brand image, but in various ways to disguise the sales promotion activities at certain times. Will reduce the brand image. There is no one advantage in the world. The brand is playing the price war all day. Therefore, the brand should pay attention to creating a tight-selling atmosphere when holding activities. It is not easy to be too short, flat, fast, and like firecrackers. The same sudden pause.
The era of sipping and selling is gone. The best way is to integrate sales into activities and entertainment, combine some public relations activities, and carry out brand accumulation to enhance the brand image.
Can not ignore the activity control
All planning is just a way of thinking and method. To be successful, we must implement this kind of thinking and perfection. The management and control of the execution link cannot be ignored.
The pre-media warming control can adopt the sampling target assessment method to assign the special person to supervise and manage the group implementation team leader responsible for the system, and also pay attention to the propagator to teach some specific techniques and methods of how to implement the in place; the link management in the activity organization often involves The departments and personnel are more and more complex, so it is necessary to design a temporary organization for the event in advance - the "Activity Organizing Committee", and then implement the division of labor and responsibilities, so that a complex activity can be well-dressed. Line, do a multi-integration.
Many shop operators are sullen when they can't work for the promotion. When you think about innovation for the festival promotion, you should check whether your details are in place.
Because today's product, price, service and promotion are inseparable from the fierce competition, a festival of people and festivals has to be squeezed into such a narrow area of "details to determine the success or failure."
Part 4: Clothing Promotion Program
First, the types of clothing promotion plans
With the different purposes of clothing promotion, the clothing promotion plan has the following different types:
Annual clothing promotion plan
In general, in order to create the atmosphere and dynamics of the store, the annual clothing promotion plan should be planned on the basis of the annual plan, with the following main focus:
1. Combined with the marketing strategy of the current year
The specialty store has the closest contact with consumers. The company and the consumer are dependent on the marketing communication strategy. Each year, different marketing strategies are launched to establish consumers' awareness of the brand image. Therefore, the annual clothing promotion plan Combined with the marketing strategy, the brand image will be more intense, consumers will have a better sense of brand, and the combination of marketing strategies will also make the use of resources more concentrated and have continuous benefits. For example, the theme of the annual marketing communication strategy of a casual clothing store is “community life partner”. The clothing promotion activities organized by the community are the main target groups, showing the belief in community care and common life, so the “community leisure competition” clothing promotion is organized. Activities to condense community emotions and increase the consumer's goodwill towards the store.
2, consider the gap between the performance of the peak season
Any brand will almost always have the characteristics of seasonal trends, and there will be different ratio changes in performance. Therefore, this feature should be considered in the annual business plan. Of course, the planning of clothing promotion must consider the influence of the off-season season, and the off-season clothing promotion activities. In addition to delaying the decline in performance, and can try to increase the awareness of the brand image through image-based clothing promotion activities, the clothing promotion activities in the peak season are often fiercely competitive, usually with performance as the main goal.
3. Fusion of seasonal features
Festivals include national holidays and non-national holidays, national holiday types such as National Day, non-national holidays such as Valentine's Day, Mother's Day, Father's Day, etc., and traditional Chinese custom rules can not be ignored.
4, annual clothing promotion calendar
The annual clothing promotion calendar is based on the annual marketing plan as the starting point of the strategy, and the whole year's clothing promotion activities are expressed in a calendar manner. The purpose is to make the brand fully grasp the key points of the annual clothing promotion activities from a strategic point of view. Can plan apparel promotions with an integrated marketing strategy.
Theme clothing promotion plan
The so-called themed clothing promotion program refers to a specific purpose or project-oriented clothing promotion plan, most commonly used in store opening, anniversary, social-specific events and business activities.
1, the store opened
The opening of the store represents the development of the new access point and the extension of the service area. It is a major event for the store. How many customers can be attracted during the opening of the store will affect the performance of the store operation in the future. Therefore, the store will usually be accompanied by clothing promotion during the opening of the store. Attracting people and stimulating buying desires. The operation of the store depends on the customer's maintenance, so the customer information is very important. Therefore, during the opening period, the clothing promotion activities have to be more painstaking. It is possible to use the opening clothing promotion to leave the customer information as the basis for the future business circle.
2. Anniversary
Since the store has opened, of course, there are also anniversary, so the anniversary of the clothing promotion has become the most frequently speculated topic. Although there are years of anniversary, if you can add more creativity and use more snacks, you can still walk out of the stereotype and create a fresh topic.
3. Social specific events
In addition to sales, the specialty store is also a information and information distribution center. It is a store that is sensitive to social events. It can be used as a chat topic and close to each other when in contact with customers. Distance can be established. When an event occurs, it can also hold clothing promotion activities. One means that the company cares for the society, and one stimulates the purchase to improve performance.
4. Business activities
The operation of retail stores is regional, and the mastery of customers in the business circle is the most fundamental. Although chain stores have the scale benefits of many stores, they still cannot break away from the basic actions of the business circle. Therefore, the business activities will become the future regional operations. Focus.
Clothing promotion plan to make up for the performance gap
Performance is the most important channel for the store to maintain the source of profits. It is also the situation in which the brand occupies the market under the competition. The daily operation of the sales staff is to ensure the achievement of the performance. Therefore, the unit of the month, the week or the day is Units should set up early warning points. If they find that they reach the warning point, they will use clothing promotion activities to make up for the gap in performance. In order to achieve the purpose effectively and accurately, the “clothing promotion question bank” should be established on weekdays. field. As for the establishment criteria of the early warning points, it will be different due to the characteristics of various formats and specialty stores. It may be based on past normal performance trends; the cumulative performance of a store at 6 pm on the same day is usually 60% of the performance of the day. Such as the use of the characteristics of the store, the establishment of the reference value of the early warning point, has a considerable help in the achievement of performance. Of course, the establishment of early warning points cannot be fixed. It is necessary to take into account the various factors at each time point in order to meet the benefits at that time.
Antagonistic clothing promotion plan
The operation itself is dynamic. Under the fierce competition in the market, the specialty stores must be prepared to accept the challenge at any time. Due to the booming chain stores, the acceleration of competition can be expected. Consumers have long been entangled in the temptation of clothing promotion and competition. The opponent's clothing promotion is likely to cause our customers to lose, resulting in a decrease in performance, and the necessary confrontational clothing promotion activities will be generated. Because the confrontational clothing promotion activities are usually urgent, the available time is shorter, if it can be used on weekdays Establish a “clothing promotion question bank” that will be immediately available when faced with strain.
Second, clothing promotion program
After the above stage of strategic thinking, the next step is to develop a clothing promotion plan. The contents of the clothing promotion plan include the following items:
target
A clothing promotion campaign for a group of consumers only, in order to develop the most appropriate clothing promotion.
theme
The theme must be creative and topical. If you can create an export or slogan, you can have an advertising effect.
Incentive
The incentives refer to the parts that consumers receive, such as gifts, discounts, etc. The size of the incentives must take into account the consumer's acceptance and the burden of the company's costs.
Participation conditions
The conditions for participation are to define which consumers can participate and how to participate in this clothing promotion. For example, if the purchase amount is over 300 yuan, you can participate in the lucky draw.
During the event
During the event period, it refers to the setting during the promotion period of the clothing, and determines the appropriate period of the activity according to the past experience and the characteristics of the consumption behavior.
Media use
The use of the media means that the message of the clothing promotion is conveyed to the consumers through the channel of message transmission. Since the information is accurately and immediately conveyed to the consumers, the number of visitors during the clothing promotion period will have a considerable influence, so care must be taken. Evaluate and select media.
Article 5: Clothing Promotion Program
I. The purpose of the event The Spring Festival is a traditional festival of the Chinese nation, which symbolizes the resignation of the old and the new and happy.
The traditional habit of Chinese people is to run new year, family reunion, and visit relatives and friends. Retail, catering and other industries will surely usher in the peak consumption period, and it is also the peak period of promotional activities. It is also the best time for us to promote the sales of the industry through the Spring Festival promotion activities and showcase the brand's hot promotions.
Second, the theme of the event wins the heart of the spring, and the number of surprises is endless.
Third, the scope of activities and product introduction activities:
Product introduction of all products in the store:
Senma's products have a fabric texture that is compact and light, with a smooth and soft handfeel, soft gloss, good strength, good wear resistance, no insects, no mildew. Brilliant colors, youthful atmosphere, trendy design, reasonable tailoring, and the price of the people.
Fourth, event planning
Activity time: 20XX.02.10——20XX.02.25
Venue: Semma Fengjie Store
Purpose of the event: The purpose of the promotion is to digest the current backlog of the company, help the terminal customers to quickly sell the Senma clothing, improve the consumer's awareness of the Senma clothing brand and the loyalty to the Senma brand, for the upcoming new Senma The clothing is ready for the early stage.
Main activities and processes:
From now on, customers who come to the Senma store will enjoy a 10% discount for over 200 yuan, enjoy a 15% discount for over 300 yuan, enjoy a 20% discount for over 500 yuan, enjoy a 25% discount for over 700 yuan, and enjoy 888 yuan for over 888 yuan. Enjoy a 6.5 percent discount or a Senma VIP card, a 6.5 percent discount on purchases over 1,000 yuan plus a Senma VIP card.
In addition, customers who purchase 499 yuan can also participate in the lucky draw once. 100% winning rate, surprises are waiting for you.
prize:
特等獎：999元購物券一張一等獎：499元購物券一張二等獎：399元購物券一張三等獎：299元購物券一張四等獎：199元購物券一張五等獎：99購物券一張六等獎：新年紅包一個幸運獎：精美手機鏈一個活動前期宣傳主要靠發傳單和電視廣告推廣此活動。由臨時工和當地廣播電視局執行。
活動期間宣傳為各個專賣店，由各專賣店銷售人員執行。
五、活動預算：
基礎費用：廣告費用、宣傳單印製、及各種宣傳費用、臨時工工資及加班費、獎品等等。預計本月促銷活動期間成本費大概是4萬元，以及各種應急費用1萬元，一共5萬元。
六、效果預估通過此次促銷活動，提高了本月銷售產量和市場份額，預計該月銷售額將達到平時每月平均銷售額的140%，同時森馬品牌的影響力也將大大增加，使更多的消費者信賴森馬。
First, the three implementation keys of the promotion
Although this article highlights the actual introduction, some important theoretical introductions cannot be omitted. Let's take a look at the definition of promotion before we start: Promotion is literally “sales promotion”, which is to communicate with individuals, organizations or groups through information dissemination and persuasion activities to directly or indirectly encourage them to accept certain goods. Or service.
From the perspective of retail, in this definition, there are three keywords worthy of attention: 1. “Information dissemination” mainly refers to the promotion of publicity and atmosphere creation; 2. “Communication” mainly refers to the promotion of oral presentation on the spot. And shopping guide reception; 3, "convincing", which mainly refers to various efforts to achieve the final transaction through promotional gifts, price reduction and sales techniques. These three keywords constitute the most important work items in the retail promotion execution, and we must focus on the promotion preparation and execution.
Second, the main purpose of the promotion of the six
Store promotions, and single-brand manufacturers' promotions, there are still many distinct differences in their starting point: manufacturers' activities highlight their own brand and sales, while store promotions emphasize the performance of individual brands and categories, but also focus on the store. Overall, achieve comprehensive quantity and quality improvement. From the perspective of the store, the promotion purposes are mainly as follows:
1. Encourage customers to purchase in large quantities and quickly increase the overall sales volume of the store.
2, to bring freshness to customers, deepen the impression of a product brand.
3, strive for potential customers to try to buy, so that customers familiar with the goods as soon as possible, and promote the sale of goods.
4. The purpose of enhancing the brand image of the store.
5, old products, backlogs clearing the library, reduce high inventory.
6. Attract competitors' customers to change existing consumption habits, grab customers and fight competitors.
Third, the three principles of promotion implementation
1. Innovation is paramount
Innovation is the “secret weapon” for promoting “breakthrough” and is an effective way to attack other brands for follow-up and interception. If the form of activity is not innovative, simply relying on hitting specials or buying gifts, such activities are unlikely to achieve good results. In today's increasingly homogenized sales promotion methods, innovation must be fully differentiated, and the design of promotional programs and the release of advertisements must be differentiated.
2. A small number of times
Since consumers' desires are always endless, and the more difficult they are, the more they want to get the psychology. Therefore, the promotion should follow the principle of “small number of times”. The promotion should not be too large, and the product range should not be too much. Setting some activity thresholds makes guests feel that they are taking advantage of it.
3, win in the details
The part of the consumer who ultimately decides to purchase is called “thrilling leap” in economics, which means that consumers are very expensive, and often give up buying because of some small problems that are usually inconspicuous, and the vigilance is very high. In this case, it is especially important to grasp the implementation details. Throughout the promotion, from small to poster design and posting, to the fine-grained promotional process and on-site execution, attention to detail.
Fourth, the three common categories of promotion
Although there are promotional purposes, but in many cases, we are often caught in this kind of thinking: When should I make a promotion? When will the promotion effect be better? The following various promotions and forms may make you Find more ideas when planning your promotion:
1, large holiday promotion
Including but not limited to: New Year's Day promotion, Spring Festival promotion, Lantern Festival promotion, March 8th promotion, Dragon Boat Festival promotion, Jianjun Festival promotion, Mid-Autumn Festival promotion, National Day promotion, etc.
2, themed promotion
Special-purpose themed promotions for the planning of a category of goods or events, including but not limited to:
Celebration promotions for important festivals in the store, such as company promotion
New store opening promotion
Vendor joint promotion: activities carried out jointly with a certain brand or a certain type of brand manufacturer: brand promotion week, brand special week, etc.
General theme holiday promotion: Valentine's Day promotion, 3.15 promotion, 517 promotion, Father's Day, Mother's Day
Themed holiday promotion planned by the store: mobile phone festival, smart phone festival, music mobile phone festival
3, regular promotion
In addition to the above two categories, in order to activate the atmosphere, small-scale promotions around a specific purpose or market, we call it regular promotions, mainly including the following categories:
Small promotion that boosts popularity and sales on weekends
Coping with promotional activities such as competitors' opening
Special promotion for the clearing machine
Celebration promotion
New product promotion
A potential promotion for major events or festivals in the region. For example, Hainan will have a large Hainan festival organized by the government at the end of each year. Hainan’s king Tianchuang mobile phone chain will also hold the “King’s Tianchuang Mobile Joy Festival”, which has been a good response.
V. The “6-link” process of promotion execution
What should be done in the promotion? What are the steps and processes for launching a complete promotion? For many newcomers to marketing, it is very simple to think about doing promotional activities, once they start to operate, they don’t Know where to start and what preparations to do. The following "6-link" will make it easy for you to face the promotion:
Planning has highlights
1. Identify the time, place, object and form of the promotion.
2, the theme of the event must be prominent, to be eye-catching, to have legitimate rationality.
The terminal promotion can have an eye-catching event title, and the whole event is basically half successful. For example, a certain promotion campaign, a chain of mobile phone stores played such an event title: **** store celebration, send Hao Li beauty to the earth, send beauty is actually a beauty calendar sent by the beauty staff, send the earth is sent a The globe, but the title of the event is very appealing, and many consumers are very curious to be eager to learn about the event. For example, in a certain off-season, a mobile phone store planned a promotion: rewarding mobile old users, 0 yuan purchase, 1 yuan for gifts, not only the title of the event is concise and direct, the temptation is super strong, and it is firmly grasped at once. A large number of mobile users.
As the saying goes: If the name is not correct, the words are not smooth. The promotion is also famous for the teacher. There is no reason to give customers discounts or gifts for no reason. Not only can they not increase sales, but they may let customers who are interested in buying back away. Therefore, when doing promotional theme design, you must inform the outside world "Why should I do this promotion?", such as anniversary celebrations, such as celebrations, so that consumers truly believe in the authenticity of the event.
3. The points of interest should be clear.
4, the details of the event should be considered.
5. Special emphasis:
The theme atmosphere of different products and different customer groups is different. For example, the Valentine's Day promotion scene creates a romantic and sweet atmosphere. Pink color layout, the theme is elegant and graceful; the price-based killing and gift PK-based promotion, the expression should be straightforward and simple, the customer will understand at a glance; good activity theme: one must be tempting to the on-site customers; To have the value of communication.
Preparation must be in place
1. Division of labor: Establish a “maintenance committee” for promotional activities, and make a clear division of labor during the preparation period of the event.
2, weather confirmation: through the weather bureau, the Internet and related channels to understand the weather conditions on the day of the event.
3. On-site defects: determine the best location for the event and determine the best time for the field. It is better to be the location and time that is most likely to cause customer attention and stop.
4. Site implementation: Determine the site with the city management or property company one week or even one month in advance.
5, the promotion of recruitment: the promotion of the promoters must be strictly controlled, should not be more appropriate, to avoid mixed fish. A good promoter can reserve an event for use.
6. Promotional training: Promoters and promotion must be trained in the content of the promotion activities before they can be employed.
7. Incentive system: Communicate the company's sales policy, formulate a scientific and feasible on-site incentive system, and boost employee enthusiasm.
8. Material preparation: promotional materials such as inkjet, posters, and single pages; on-site materials such as banners, tents, promotion desks, and gift distribution registration forms.
9. Gift application: According to the current gift inventory situation and promotion demand, timely submit the procurement demand to the administrative department, and follow up.
Preheating should be sufficient
A successful promotion, three points on the spot, seven points by preheating.
Preheating should be centered on the activity site, with the radius around the activity XX, and fully warmed up to the place where the target population is concentrated. The warm-up time is usually 3-5 days for the best time. It is easy to be forgotten too early, too late to produce results.
The most critical
1. Place the game in advance.
2. Division of personnel: general commander, promoter, salesperson, product and gift clerk.
3. Communicate the sales information to everyone on the spot in a timely and sufficient manner.
4. Exercising the shopping guide by shouting slogans, meeting and other forms.
5. Interference information generated by the on-site competitors should be promptly investigated and resolved.
6. Sales gifts, prizes, and bonuses must be paid in a timely manner.
Inspection cannot be saved
Preparing for full activities will have negligence and deficiencies. Therefore, during the implementation process, the inspection process must not be saved. If you find a problem, try to solve the problem on the spot; if it can't be solved, try to avoid it in the next event. The implementation of large-scale activities is even more sloppy, otherwise it will not only be deformed, but also may have adverse social impacts and negative effects.
Summary should be timely
1, a half-day summary, in time to boost morale.
2. After the event, hold a summary meeting with all employees. Appreciate the people who perform well, affirm the results, and find out the shortcomings.
3. On the second day, the store cadres gathered to sum up and sum up, fully summed up the planning, preparation and execution of the event, wrote the experience for other markets to learn from, learned, and listed the inadequacies to avoid recurrence.
Part 2: Clothing Promotion Program
To dance with wolves, XXX costumes must first become wolves, and the market during the May holiday this year is also a must for all companies.
A piece of fat. Therefore, we must make a surprise move. On the one hand, we sit down and analyze the market background calmly, and recognize the position we are in; on the other hand, we must also be prepared to fight back.
I. Market status and analysis
1. market background
Intense competition in casual wear across the country
The number of casual wear companies is increasing, and merchants are constantly emerging, which divides the consumer's money bags and squeezes the market for casual wear.
Product structure is similar, but old brands prevail
Although the product structure of several casual wear is similar, it is still the old brand. The reason is that their market is rich.
Brand image synthesis
From advertising, marketing, brand appeal to consumer choice preferences, XXX is still a distance from them overall.
Due to the similarity of the clothing structure and even the brand image of each brand, there will be a fierce price war in May.
Consumers' awareness of casual wear has improved rapidly. They are not only looking at products, but also pursuing price ratios.
2. Competitor status
The first group army: Bangwei, Gaobang, they are leading brands;
The second group army: Senma, Bai Lide, they are strong brands;
The third group of soldiers in the forest, birds, Italians.
Features: high brand awareness, strong corporate strength, and large advertising investment. Implement localization strategies to reduce costs and strengthen competitiveness.
3. Consumer status
Consumers have already agreed with casual wear, with 77.89% of regular buyers and 8.15% of occasional buyers, only 2.96% never buy. However, the age structure is significantly smaller.
Consumer behavior characteristics: heavy price, but the concept of brand value added is vague. But some consumers have already realized this.
4. *** market performance
The popularity and reputation are not very high. There is a certain market share, especially in the southern market. And this year's product development has a certain degree of competitiveness. Although there are some good performances of the previous period, the overall strength is not outstanding.
Conclusion: The market has great potential, and the transformation of education leads consumers to be extremely arduous.
Consumers have been cultivated the habit of consuming casual wear, which is a combination of several brands. In the long run, there are quite a large number of consumers who tend to change their tastes. The market potential is great, but the cultivation of educating consumers is a relatively long-term gradual process.
In the above, it is especially important to let consumers understand XXX's real brand name. It is necessary to take advantage of the opportunity of opening a new store and a series of brand promotion activities to express the connotation of the bird brand in Linzhong, thus achieving a sensational effect.
** There are many problems, but there are many variables. As long as the direction is right and the work is in place, it will have a good effect. Two of them are very important: First, the product characteristics, product quality is very good, but it did not spread it well. Second, the influence of birds in the forest is not large, but people have a sense of intimacy. It can be said that risks and interests are at the same time, and opportunities and challenges coexist.
Second, the purpose of the event
1. Fully demonstrate XXX's unique personality charm.
2. Improve the reputation of ***.
3, with the Wenzhou City *** store as the source effect, driving the sales of specialty stores in the surrounding areas.
4. Promote the development of *** in the market.
5. Increase turnover
6. Increase social benefits
7. Enhance the cohesiveness of all employees of the company
Third, the theme of the event
Event theme: Fire Red May Another Day
Fourth, the activity slogan
Activity slogan: Are you on fire?
means:
Consumers should abandon the old consumption concept of the past and re-select the consumption target;
Consumers should choose new brand consumption, and change the taste;
When the hot summer is coming, you should add a few cool clothes;
Let the consumer's personalized consumption be fully demonstrated.
Reflecting that *** summer clothing has been newly launched;
Reflecting *** is constantly improving itself.
V. Event location
Venue: All *** stores
Six, activity time
Activity time: May 1st to May 15th
Seven, the content of the event
Bundle sales for cultural shirts and design event packaging.
Three-dimensional packaging for all key activity areas
Use 20 yuan special clothing and the main theme of the clothing for organic sales.
Note: The specific sales method is provided by the Ministry of Commerce and the Planning Department.
Eight, advertising strategy
Since this event is a regular strategy activity, it is the prelude to the second half of the event, so the focus of this event is not on the content of the event, but on the operation of the media. Therefore, the quality of this media launch is especially important. In addition, when new products are listed, we must push the functionality and practicality of the products as much as possible.
The principle of advertising creativity: based on rational appeals, supplemented by emotional appeals.
Media selection
The main propaganda of this event is applied to the terminal layout, and the media does not need publicity at that time.
Soft advertisement
a) Posting news and soft advertisements in the form of news on Wenzhou TV and cable stations
b) Posting news in several major local newspapers in Wenzhou
Soft advertising theme
Launched the “Summer One Summer” promotion
Advertising slogan
a) Are you angry?
b) You should be on fire
c) The proletariat of the world unites
d) XXX Fashion Service Area
Advertising appeal target: consumers who pursue fashion; consumers with lower income; consumers who are tired of the road.
Advertising performance strategy: to be new, accurate and clever.
Store terminal layout
The whole color is rendered in red or pink, creating a strong political atmosphere to express the atmosphere of the May festival. In addition to the regular layout, this event also pays attention to the details of the decoration, such as the salesperson's face needs to be drawn a sickle and axe logo, open
When you meet customers, you have to ask, "Are you angry?" The store music can play genre music such as "Internationale."
IX. Expense budget
Temporary
X. Comprehensive review
At present, the Wenzhou market has already started to smoke. It is expected that this price war will continue in May this year. in case
This is the case, in fact, will be beneficial to XXX, because this makes the brand status of Linzhong Bird and other brands. But if it goes on for too long
It will hurt both sides, so XXX must make plans early and move forward steadily. The development of activities must be systematic and normative.
Part 3: Clothing Promotion Program
The season of the year lies in spring, and the importance of the Spring Festival for clothing sales can also be described. According to industry insiders, doing sales during the Spring Festival will not only win the first year of sales, but also allow the annual sales task to have the cost of guaranteeing the bottom.
Therefore, every Spring Festival, manufacturers, agents, franchise stores will open up the battle early, planning a variety of Spring Festival promotions. But how to win in the Spring Festival promotion war, to create a peak season in the clothing sales season, still need to spend some "Kung Fu."
Coordination between manufacturers and franchisees is the key
In order to compete for the biggest "cake" in the whole year, there is a lot of competition among the clothing franchise stores.
In Beijing Wangfujing Pedestrian Street, there are various conspicuous promotional POP posters hanging on the street shops. Various decorations that symbolize the Spring Festival are placed on the shelves, making the shopping environment of the store full of festive atmosphere.
Marketing people believe that the promotion work during this period depends to a large extent on the planning and execution of festival promotions by manufacturers or agents, and requires cooperation between brand owners and franchisees. They believe that it is very difficult to accommodate the entire channel in a festival marketing campaign. Therefore, festival marketing must be targeted, and the main and secondary needs should be clearly defined. The key points should be to resolve the competition between terminal stores. Manufacturers and agents should be in personnel, material resources, distribution, etc. Be prepared for the aspect.
From the perspective of the manufacturer, we must first plan in advance, formulate specific promotion plans, arrange production reasonably, and actively cooperate with dealers to prevent out-of-stock or insufficient capacity, so as not to affect sales. As a franchisee, we must actively cooperate with manufacturers to implement the promotion plan, concentrate funds, and arrange inventory reasonably. Only in this way can the funds run the fastest and achieve sales during the holiday season.
Correctly grasp the promotion direction
The Spring Festival is the peak of family consumption. During the festival, from “big discounts” to “massive special offers”, from “buy one get one free” to “return coupon sales”, the pattern is refurbished, and there are many tricks. Consumers are often Drowning in the ocean of promotion. The investment in various clothing brands in the Spring Festival market is very large, but what kind of promotion is reasonable, what is the direction of holiday promotion?
According to a Li surname agent of Beijing Tianya Building, according to the price of clothing, the merchant's quarter-end clearance can basically maintain the above cost line. Therefore, the Spring Festival promotion war, for the franchisees, it is more important to withdraw funds, in preparation for the purchase of new goods in the coming year. Therefore, the promotion efforts of various businesses are bigger than one, and many merchants use a banner of 3-5 fold to attract customers.
A marketing manager of a shopping mall said that in large-scale festivals in the shopping malls, the promotion activities of major merchants abound, and the stimulation level of the consumer brain center is saturated and tends to be numb. At this time, a large amount of manpower and material resources are invested. Promotions are definitely not worth the loss. Moreover, even if there are no promotions for large festivals, sales will increase. Therefore, it is better to do the opposite and implement the "big festival small promotion, small holiday big promotion" reverse thinking, in the small festivals that major businesses do not pay much attention to, for large-scale promotion of different segments of consumer groups, will Limited manpower and resources are spent.
He said that coupled with the introduction of the Beijing retail industry promotion behavior norms, discount sales have also entered a dead end, promotion needs to have new highlights, in addition to the traditional return coupon activities, but also to take other ways to attract customers, for example, Enhancing store image and strengthening customer relationship management can attract high-end customers more than coupon promotion.
Marketing people believe that the Spring Festival promotion is important, but to grasp the problem of one degree, we must adopt a "short, flat, fast" promotion method. First, the time should not be too long. If the time is too long, it will affect the price, and the promotion will not be effective. It can be too big. Promotions should be directed at consumers rather than channels, and promotions should be in the terminal rather than the circulation market. Apparel brands should study the festive psychology of holiday consumption, the realistic needs of the holiday market and the culture of each product, and develop a product portfolio that is effective, has festival features, and is suitable for festival marketing. It is another way to seize the opportunity. This is the smooth opening of the festival market. , quickly seize the root of the holiday market. We will develop and cultivate new consumer demand by diluting price utility, enhancing communication and interaction between consumers and businesses, and creating a happy and festive environment for the Spring Festival without losing a relaxed and harmonious consumption environment.
Design details, expressiveness, success or failure
When the Spring Festival came, the operators of clothing franchisees entered the state one after another, and once again began to exhaust their innovations in festival promotion.
In the early years, festival promotions were originally a favorite tool for many merchants, but now many operators of clothing stores regard it as a "chicken rib". They don't sell and are not reconciled. They don't feel like new ideas. They taste chewed wax and look at others. It’s a red fire, but it’s cold and clear, and it’s often awkward.
A detailed analysis will reveal that these unsuccessful merchants have done the same kind of promotion plan as others, but because of their lack of "the pen of expressiveness", because of the "formation and unpreparedness", it finally fell to the front of the door. Rare" situation.
So, where is the "People of the Gods"? In this detail, the decision to make a success or failure is getting higher and higher, let us review the details.
Preheating should be targeted
Since the target customers of the store are mostly geographically restricted, the media should be selected to fight for these target customers. It is generally not recommended to use a wide range of TVs and other targeted mass media. It is best to use cheap and targeted flyers, posters and even one-to-one communication with members, which saves costs and ensures their effectiveness.
The compilation of the information content of the preheating media should be able to set off the desires of the target customers, to meet their needs, and to make the text attractive. Taking the flyer as an example, the title of the content first strongly needs to pick up the interests and desires of the customer group from the font, color and text, and then attracts it to look carefully.
In addition, there must be a choice in the use of promotional stimuli: some merchants choose to give gifts or specials when they engage in activities, often with the feeling of being sloppy, in fact, the choice of these items is very knowledgeable. The choice of special merchandise is the popular universal commodity. These merchandise are often set for no profit or negative profit. They just want to use this as a bait to attract more popularity. The choice of gifts should meet the needs of the target group if they strongly want it. Or some seasonal goods, you must not set some products that customers do not need or need to do; discounted goods to open the grades mentioned above, the specials and gifts are designed to attract popularity but can not bring profits, The purpose of our promotion is to sell and profit. Therefore, we must open the front line on the discounted goods and plan ahead to maximize profits.
The rhythm of the Spring Festival clothing promotion should be “short, flat and fast”
The rhythm of the event should be “short, flat and fast”. The purpose of our festival promotion is generally two to improve sales, and the other is to enhance the brand image, but in various ways to disguise the sales promotion activities at certain times. Will reduce the brand image. There is no one advantage in the world. The brand is playing the price war all day. Therefore, the brand should pay attention to creating a tight-selling atmosphere when holding activities. It is not easy to be too short, flat, fast, and like firecrackers. The same sudden pause.
The era of sipping and selling is gone. The best way is to integrate sales into activities and entertainment, combine some public relations activities, and carry out brand accumulation to enhance the brand image.
Can not ignore the activity control
All planning is just a way of thinking and method. To be successful, we must implement this kind of thinking and perfection. The management and control of the execution link cannot be ignored.
The pre-media warming control can adopt the sampling target assessment method to assign the special person to supervise and manage the group implementation team leader responsible for the system, and also pay attention to the propagator to teach some specific techniques and methods of how to implement the in place; the link management in the activity organization often involves The departments and personnel are more and more complex, so it is necessary to design a temporary organization for the event in advance - the "Activity Organizing Committee", and then implement the division of labor and responsibilities, so that a complex activity can be well-dressed. Line, do a multi-integration.
Many shop operators are sullen when they can't work for the promotion. When you think about innovation for the festival promotion, you should check whether your details are in place.
Because today's product, price, service and promotion are inseparable from the fierce competition, a festival of people and festivals has to be squeezed into such a narrow area of "details to determine the success or failure."
Part 4: Clothing Promotion Program
First, the types of clothing promotion plans
With the different purposes of clothing promotion, the clothing promotion plan has the following different types:
Annual clothing promotion plan
In general, in order to create the atmosphere and dynamics of the store, the annual clothing promotion plan should be planned on the basis of the annual plan, with the following main focus:
1. Combined with the marketing strategy of the current year
The specialty store has the closest contact with consumers. The company and the consumer are dependent on the marketing communication strategy. Each year, different marketing strategies are launched to establish consumers' awareness of the brand image. Therefore, the annual clothing promotion plan Combined with the marketing strategy, the brand image will be more intense, consumers will have a better sense of brand, and the combination of marketing strategies will also make the use of resources more concentrated and have continuous benefits. For example, the theme of the annual marketing communication strategy of a casual clothing store is “community life partner”. The clothing promotion activities organized by the community are the main target groups, showing the belief in community care and common life, so the “community leisure competition” clothing promotion is organized. Activities to condense community emotions and increase the consumer's goodwill towards the store.
2, consider the gap between the performance of the peak season
Any brand will almost always have the characteristics of seasonal trends, and there will be different ratio changes in performance. Therefore, this feature should be considered in the annual business plan. Of course, the planning of clothing promotion must consider the influence of the off-season season, and the off-season clothing promotion activities. In addition to delaying the decline in performance, and can try to increase the awareness of the brand image through image-based clothing promotion activities, the clothing promotion activities in the peak season are often fiercely competitive, usually with performance as the main goal.
3. Fusion of seasonal features
Festivals include national holidays and non-national holidays, national holiday types such as National Day, non-national holidays such as Valentine's Day, Mother's Day, Father's Day, etc., and traditional Chinese custom rules can not be ignored.
4, annual clothing promotion calendar
The annual clothing promotion calendar is based on the annual marketing plan as the starting point of the strategy, and the whole year's clothing promotion activities are expressed in a calendar manner. The purpose is to make the brand fully grasp the key points of the annual clothing promotion activities from a strategic point of view. Can plan apparel promotions with an integrated marketing strategy.
Theme clothing promotion plan
The so-called themed clothing promotion program refers to a specific purpose or project-oriented clothing promotion plan, most commonly used in store opening, anniversary, social-specific events and business activities.
1, the store opened
The opening of the store represents the development of the new access point and the extension of the service area. It is a major event for the store. How many customers can be attracted during the opening of the store will affect the performance of the store operation in the future. Therefore, the store will usually be accompanied by clothing promotion during the opening of the store. Attracting people and stimulating buying desires. The operation of the store depends on the customer's maintenance, so the customer information is very important. Therefore, during the opening period, the clothing promotion activities have to be more painstaking. It is possible to use the opening clothing promotion to leave the customer information as the basis for the future business circle.
2. Anniversary
Since the store has opened, of course, there are also anniversary, so the anniversary of the clothing promotion has become the most frequently speculated topic. Although there are years of anniversary, if you can add more creativity and use more snacks, you can still walk out of the stereotype and create a fresh topic.
3. Social specific events
In addition to sales, the specialty store is also a information and information distribution center. It is a store that is sensitive to social events. It can be used as a chat topic and close to each other when in contact with customers. Distance can be established. When an event occurs, it can also hold clothing promotion activities. One means that the company cares for the society, and one stimulates the purchase to improve performance.
4. Business activities
The operation of retail stores is regional, and the mastery of customers in the business circle is the most fundamental. Although chain stores have the scale benefits of many stores, they still cannot break away from the basic actions of the business circle. Therefore, the business activities will become the future regional operations. Focus.
Clothing promotion plan to make up for the performance gap
Performance is the most important channel for the store to maintain the source of profits. It is also the situation in which the brand occupies the market under the competition. The daily operation of the sales staff is to ensure the achievement of the performance. Therefore, the unit of the month, the week or the day is Units should set up early warning points. If they find that they reach the warning point, they will use clothing promotion activities to make up for the gap in performance. In order to achieve the purpose effectively and accurately, the “clothing promotion question bank” should be established on weekdays. field. As for the establishment criteria of the early warning points, it will be different due to the characteristics of various formats and specialty stores. It may be based on past normal performance trends; the cumulative performance of a store at 6 pm on the same day is usually 60% of the performance of the day. Such as the use of the characteristics of the store, the establishment of the reference value of the early warning point, has a considerable help in the achievement of performance. Of course, the establishment of early warning points cannot be fixed. It is necessary to take into account the various factors at each time point in order to meet the benefits at that time.
Antagonistic clothing promotion plan
The operation itself is dynamic. Under the fierce competition in the market, the specialty stores must be prepared to accept the challenge at any time. Due to the booming chain stores, the acceleration of competition can be expected. Consumers have long been entangled in the temptation of clothing promotion and competition. The opponent's clothing promotion is likely to cause our customers to lose, resulting in a decrease in performance, and the necessary confrontational clothing promotion activities will be generated. Because the confrontational clothing promotion activities are usually urgent, the available time is shorter, if it can be used on weekdays Establish a “clothing promotion question bank” that will be immediately available when faced with strain.
Second, clothing promotion program
After the above stage of strategic thinking, the next step is to develop a clothing promotion plan. The contents of the clothing promotion plan include the following items:
target
A clothing promotion campaign for a group of consumers only, in order to develop the most appropriate clothing promotion.
theme
The theme must be creative and topical. If you can create an export or slogan, you can have an advertising effect.
Incentive
The incentives refer to the parts that consumers receive, such as gifts, discounts, etc. The size of the incentives must take into account the consumer's acceptance and the burden of the company's costs.
Participation conditions
The conditions for participation are to define which consumers can participate and how to participate in this clothing promotion. For example, if the purchase amount is over 300 yuan, you can participate in the lucky draw.
During the event
During the event period, it refers to the setting during the promotion period of the clothing, and determines the appropriate period of the activity according to the past experience and the characteristics of the consumption behavior.
Media use
The use of the media means that the message of the clothing promotion is conveyed to the consumers through the channel of message transmission. Since the information is accurately and immediately conveyed to the consumers, the number of visitors during the clothing promotion period will have a considerable influence, so care must be taken. Evaluate and select media.
Article 5: Clothing Promotion Program
I. The purpose of the event The Spring Festival is a traditional festival of the Chinese nation, which symbolizes the resignation of the old and the new and happy.
The traditional habit of Chinese people is to run new year, family reunion, and visit relatives and friends. Retail, catering and other industries will surely usher in the peak consumption period, and it is also the peak period of promotional activities. It is also the best time for us to promote the sales of the industry through the Spring Festival promotion activities and showcase the brand's hot promotions.
Second, the theme of the event wins the heart of the spring, and the number of surprises is endless.
Third, the scope of activities and product introduction activities:
Product introduction of all products in the store:
Senma's products have a fabric texture that is compact and light, with a smooth and soft handfeel, soft gloss, good strength, good wear resistance, no insects, no mildew. Brilliant colors, youthful atmosphere, trendy design, reasonable tailoring, and the price of the people.
Fourth, event planning
Activity time: 20XX.02.10——20XX.02.25
Venue: Semma Fengjie Store
Purpose of the event: The purpose of the promotion is to digest the current backlog of the company, help the terminal customers to quickly sell the Senma clothing, improve the consumer's awareness of the Senma clothing brand and the loyalty to the Senma brand, for the upcoming new Senma The clothing is ready for the early stage.
Main activities and processes:
From now on, customers who come to the Senma store will enjoy a 10% discount for over 200 yuan, enjoy a 15% discount for over 300 yuan, enjoy a 20% discount for over 500 yuan, enjoy a 25% discount for over 700 yuan, and enjoy 888 yuan for over 888 yuan. Enjoy a 6.5 percent discount or a Senma VIP card, a 6.5 percent discount on purchases over 1,000 yuan plus a Senma VIP card.
In addition, customers who purchase 499 yuan can also participate in the lucky draw once. 100% winning rate, surprises are waiting for you.
prize:
特等獎：999元購物券一張一等獎：499元購物券一張二等獎：399元購物券一張三等獎：299元購物券一張四等獎：199元購物券一張五等獎：99購物券一張六等獎：新年紅包一個幸運獎：精美手機鏈一個活動前期宣傳主要靠發傳單和電視廣告推廣此活動。由臨時工和當地廣播電視局執行。
活動期間宣傳為各個專賣店，由各專賣店銷售人員執行。
五、活動預算：
基礎費用：廣告費用、宣傳單印製、及各種宣傳費用、臨時工工資及加班費、獎品等等。預計本月促銷活動期間成本費大概是4萬元，以及各種應急費用1萬元，一共5萬元。
六、效果預估通過此次促銷活動，提高了本月銷售產量和市場份額，預計該月銷售額將達到平時每月平均銷售額的140%，同時森馬品牌的影響力也將大大增加，使更多的消費者信賴森馬。
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