Cosmetic promotion program

Part 1: Cosmetics Promotion Program

Objectives:

With the traditional Chinese festival “Mid-Autumn Festival” and the second long holiday “National Day”, we will attract the popularity of Tongren Yuyan Yangshengtang, create a second sales peak, enhance the brand image of Tongren Yuyan Yangshengtang, and the coldness after the long holiday. The market is targeted to slow down sales.

Theme of the event: Celebrate the National Day in the Mid-Autumn Festival, send a gift

Activities:

1. Biting the Moon Contest

Participants: 64 people

Competition time: September 13 and 14

Registration method: As long as the purchase is over 50 yuan, you can sign up on the spot with the shopping coupon.

Operation details:

It is divided into 8 groups, 8 in each group participate in the preliminary round, and each person has an average moon cake of the same size. Within one minute of the specified time, whoever eats the fastest and no violations is the winner, and the staff card in the course of the competition The time of the watch shall prevail. The moon cake shall not be thrown on the ground. The offenders shall be deemed invalid. The first place shall be selected in each group to participate in the finals, and the first, second and third prizes and the participation prize shall be selected.

Prize setting:

First prize 2 prizes worth 248 yuan set one

2nd prize, 3 prizes worth 68 yuan, one bottle of pure dew

3rd prize, 5 prizes worth 28 yuan, a cleanser

Each of the 54 participants who participated in the award will receive a discount card worth 10 yuan.

2, shopping over 100 yuan to send 30 yuan coupons, buy more and send more!

The 30-yuan coupon is only valid for spending over 100 yuan.

Event promotion

1. In-store poster:

2, the banner: Tongren Yu Yan Yang Sheng Tang Qing Mid-Autumn Festival to celebrate the National Day gift

3. Calling old customers

4, TV flying words: Tongren Yu Yan Yang Shengtang celebrate Mid-Autumn Festival to celebrate the National Day, bite the moon contest to send a gift, buy 100 get 30

5. The community and the crowds are crowded with small banners to promote the content as above.

Scene layout

1, outside the store layout:

The head of the couplet: Wanjia reunion welcomes the Mid-Autumn Festival, the four seas celebrate the National Day, Henglian: celebrate the festive season;

2, store layout

Placement of herbal tea: assemble a gift box, the most conspicuous place in the medicine tea cabinet.

Creativity: small activities - pair of couplets

Topic: 18 kinds of herbal teas to drink healthy

As long as you deal with the couplet, the content is relative, the meaning of the up and down is related, you can get a small gift.

Umbilical powder and medicated bath: Place an obvious sign next to each product with the indications.

Cosmetics placement: beautiful, novel

Activity notes:

1. Pre-event training for personnel: including reception etiquette, activity content

2. The division of labor is clear and each is responsible.

3. Do a detailed registration of the activity and establish a customer profile.

Shipping plan

1. This activity requires a payment of 2,000 yuan and is shipped at the normal discount. In addition, the event prizes are presented: 4 sets of boxes, 6 bottles of pure dew, and 10 cleansing milks.

2, distribution discount card 100


Chapter 2: Cosmetics Promotion Program

First, the purpose of the holiday promotion activities:

The main goal of the store promotion is to increase sales and make profits. Ordinary time promotion may be based on the promotion of the cosmetics store store brand and the store operating cosmetics brand as the main purpose, mainly to promote the new source of customers.

The "three major festivals" in winter, the climate is cold and dry, the consumers of cosmetics stores have strong active consumption, which is the peak season of cosmetics sales. The main purpose of doing the "three festivals" promotion activities should be to increase sales and increase profits. The company will focus on publicity and promotion activities in the store, as well as the preferential business of the brand in the store, so that consumers can feel the discounts offered by the cosmetics store during the holidays and get the benefits they want; in the promotion Do a good job in communication with consumers, strengthen the promotion work of specialty stores, let more consumers understand the cosmetics store we operate, and expand the source of specialty stores. The store uses this purpose to plan holiday promotion programs.

Second, determine the appropriate holiday promotion program:

1. The basis for the planning of holiday promotion activities:

Analyze the consumption habits and consumption levels of consumer groups in cosmetics stores. This data is based on the number of customers in the store's previous or similar stores, the price of purchases, the frequency of purchases, the trend of brand purchases, and the classification of best-selling products. At the same time, it is necessary to analyze the composition of the target consumers in the business circle, as well as the promotion patterns and gifts that local consumers like.

Combine the previous sales data in the store with the survey of consumption within the business circle to make corresponding activities. For example, cosmetics consumption in winter is mainly based on cream, which is mainly based on moisturizing, hydrating and moisturizing series. The first- and second-tier consumers' cosmetics selection direction is mainly based on first-line brands. The price of single items is between 80 yuan and 200 yuan, and the customer order quantity is between 150 yuan and 400 yuan. Mainly based on the second-line brand, the price of single items is mainly from 30 yuan to 100 yuan, and the order quantity is 80 yuan to 200 yuan. Through this data, we can determine the steps to buy in the promotion plan: how many pieces of consumption and how many gifts are given in value; by analyzing the main products selected by consumers, to determine the special products and buy gifts, add more money to buy more The promotion campaign selects the brand, and the empty bottle arrives at the promotion to select the brand; the consumer category is determined by analyzing the preferences of the consumer.

In different business districts, cosmetics consumers like different promotion modes. Some people like specials, discounts on famous products, some people like to buy gifts, some people like lottery, some people like to add more money to buy more, our organization's promotion model should be The mainstream consumer groups in the business circle prefer the promotion model, or use a combined promotion model to attract consumer groups.

2. Promotional activities of cosmetics stores during the holidays include outdoor promotion activities, in-store promotions, and consumer appreciation. There are different advantages in different promotion activities. The analysis is as follows, according to the characteristics and business of the store of the cosmetics store. Circle consumer features determine the promotion mode:

3. Determine the plan for the holiday promotion program:

In order to be successful in holiday promotion, the promotion program in the promotion plan should be very attractive to consumers, and the promotion should be enough to meet the needs of consumers for holiday consumption. The promotion intensity should highlight the difference in holiday consumption. Generally speaking, it is the strength of the purchase and the profit of the products. You can use the special price of the single product or the package and the best-selling products to focus on. The store must use this form to bring customers into the storefront, induce customers to use the store's products, generate on-site sales, and pave the way for later follow-up and sales. The intensity of the promotional program determines the attractiveness of consumers, in order to increase the festive atmosphere and popularity. Commonly used promotional programs mainly include product specials, brand discounts, buy gifts, add money to purchase, limit purchases, empty bottles to redeem purchases, etc...

Special price

The specialty store selects several specific products that consumers are familiar with or familiar with from brand products or circulation products to make special preferential prices to attract consumers, select products that consumers are familiar with, the price contrast will be clear, and consumers can really feel the promotion. The strength of the offer. Products that consumers are not familiar with try not to make special offers, because consumers don't know much about products, which is not very attractive.

brand discount

In the face of certain brands that you are familiar with, especially attractive brands, you can discount the full range of products during the promotion period. You can quickly gather popularity and increase the store rate, but because of the brand products.


Chapter 3: Cosmetics Promotion Program

1, barter promotion

An interactive promotion that delivers beauty accessories, small gifts, and beauty products back to the product or treatment.

2, lawsuit promotion

It is not a lawsuit in the true sense. It is through mutual agreement with the rules of the game, through media or media to achieve a win-win situation, such as using two identical store names or "abuse" celebrity image as a "lawsuit" The point to promote hype.

3, trade-in promotion

Customers can change old cosmetics to beauty salons for new products, or change skin care treatments, regardless of whether the old cosmetics are opened or not, and the exchange method determines the beauty salon, mainly to achieve a sensational effect.

4, painting promotion

Because many women are interested in art and worship, they all want to have their own quick writing or oil painting, so this promotion can be given to key customers in an event promotion.

5, credit promotion

It is just a noun, not a real credit. The operation method can be: first send a card to the customer, no charge, and then let it try three to five times before determining the payment of the card, that is, try it first, and pay the bill. .

6, find fault promotion

Also known as the split promotion. The client gives suggestions and opinions based on various conditions of the beauty salon such as services, products, storefronts, etc., and rewards customers who have suggestions for advice.

7, men do FACIAL

In foreign countries or in Hong Kong and Taiwan, there are male lecturers or male beauty consultants in the beauty salons of product companies. When doing some nursing treatments, men are better than women, and there is also a sensation in domestic beauty treatments for men. .

8, the best promotion

Like smoke with crystal smoke, wine with crystal wine, large beauty salons should also have crystal consumption, reflecting the highest consumption is a high-quality product, or only accept one customer or some friends all day, full service similar package field.

9, limited promotion

It is also a kind of promotion. It is the same as the limited sales principle of a certain merchant. It can be used for promotion and promotion, showing the identity and status of consumers. Or a certain limited amount of promotion, first come first served, the way to finish.

10, identity promotion

For example, in the clothing requirements of a large hotel, the image is made with a high threshold, and members can enjoy certain discounts, but they need their academic qualifications, social status of positions, etc. to meet the standards and pay a certain amount of membership fee promotion. In addition, promotions for people with disabilities can also be attributed to the status of identity promotion.

11, thief promotion

It is not a real thief promotion, but the psychology of using people to take advantage of it is to deliberately reduce the customer's money or give more than one item to the old consumers, so that customers have a feeling of taking advantage of it. There are special time slots in the country to the mall. If you want to take away the fun promotion in a limited time, welcome the product investment agent.

12, age promotion

Different ages are used to determine different promotion methods. Specifically, it is 35 years old or older, and 0.1% off every one year old. Or a discount between 25-35 years old, another promotion method between 35-45 years old.


Article 4: Cosmetics Promotion Program

1, one, the theme of the event

Celebrate the New Year's gift, lucky 100% money, catch three surprises, send

Second, the event time: January 1, 20XX - February 1, 20XX

Three: activity content

Surprise One: Lucky 100%, money grabs:

Activity Details:

1: Any female customer who enters the store during the event can receive a free winning rate of 100%.

2: Each beauty salon and shopping mall counters need to have a lottery box at the front desk. There is a box of candy in the prize box. Each piece of candy has a five-corner coin and a corresponding award card.

3: The award is set as: 60% is a voucher worth 20 yuan, 10% is a hand cream worth 18 yuan, 5% is pure dew worth 68 yuan, and 5% is a value of 99 yuan worth "very 6 1" Experience card, 5% is worth 50 yuan vouchers, 3% is worth 100 yuan vouchers, 2% is worth 386 yuan for wrinkle boxes, 10% for other small gifts.

4: The customer can grasp the gold with one hand, and how much can be grasped according to the maximum capacity of one hand. The principle is that the hand can be taken out of the prize box smoothly and the prize box cannot be damaged.

5: The prizes won are exchanged on the spot.

Surprise 2: Empty bottle change

Activity Details:

1: During the event, you can exchange the corresponding products in the store or at the counter of the store.

2: The redemption rules are:

One generation product empty bottle

3 empty bottles can be exchanged for a hand cream worth 18 yuan

5 empty bottles can be exchanged for a generation of whitening skin cleansing lotion worth 66 yuan

Second generation product empty bottle

1 hand cream with a convertible value of 18 yuan

3 convertibles worth 68 yuan

5 second-generation LPS professional skin cleansing lotion worth 145 yuan

Surprise three: good luck and good luck

Activity Details:

Customers who have entered the store for a one-time purchase of over RMB 300 during the event will receive a 300-yuan year-end thank-you card and a large salon association ticket. At that time, they can participate in the large-scale year-end held by our company. Thanks to the Salon Association and have the opportunity to win the thousand yuan award, with a single time of 300 yuan for an opportunity and so on. The specific details are detailed in the salon program.

First, the purpose of planning:

1. It is imperative to make a "one shot" in the opening momentum, reflecting the characteristics of a large scale.

2. Quickly increase the popularity of “Tongren Yuyan Yangshengtang” and attract consumers to participate in the opening activities.

3. There is good sales performance when opening.

Second, planning ideas:

1. Plan activities to attract consumers, so that when opening a business, “a certain brand” is full of popularity.

2. Refining the appeal selling point, highlighting the selling point in the propaganda to attract consumers to purchase desire.

3, design incentives for incentives, allowing consumers to repeat purchases, improve market competitiveness and increase sales.

Third, the planning plan:

1. Refining the appeal selling point:

n The first community ideal health hall

n Low price, good service and excellent quality

2. Design promotion plan:

Option 1: Opening performance and opening ceremony

——Using performances to attract consumers

——All day performance

Option 2: Tell consumers about “Building a Community Ideal Health Club”

- Highlight "ideal" is price, service

- Announce to the public with newspapers

- Announce to the public with huge amounts

Option 3: Opening ceremony, a lot of red envelopes

——In the form of red envelopes with 2 yuan vouchers

- During the opening period, see a person

Option 4: Introduce 1 special product every day

- can be implemented for a long time

- If you want to push sales, the impact will be big.

Option 5: Accumulated consumption up to × × × yuan, gift

- Presenting practical daily necessities or products

——After opening for one month, consider sending other low-priced and high-quality products.

3. Design promotion activities:

Option 1: Human advertising

——Publicity points choose places where there are many people, such as the front intersection of the store,

——When you choose a large flow of people, such as going to work in the morning and going to work in the evening,

——There must be more than 5 people to have the momentum, only to have a publicity effect.

Fourth, publicity

1, flying word advertising: a certain brand store XXX opened polite

A certain store has a surprise surprise

2, newspaper

Copywriting: With the continuous improvement of people's living standards, health and health care are increasingly concerned by society. A certain brand is exactly the product of homeopathy. More than 500 kinds of health and beauty products have gathered in "a certain brand", and its products have been adhering to the fine tradition of Tongrentang for 338 years. Tradition and fashion are in parallel, and the perfect combination of health and beauty is in the true sense of being close to life and affecting the people.

Finally, Tongren Yu Yan Yang Sheng Tang officially settled in XX on X X, and then held a big bargain!

5 yuan, enjoy a 28 yuan rose moisturizing cleanser 1 to solve the dry skin!

12 yuan, enjoy a bottle of pure dew worth 68 yuan! Aroma, smoked charm.

Promotions are constantly in the opening month, and surprises should not be missed!

address:

phone:

3, opening banner: a certain store into the store surprise surprise

4, the opening of the balloon: a certain store into the store surprise surprise

5, the store poster:

5 yuan, enjoy a 28 yuan rose moisturizing cleanser 1 to solve the dry skin!

12 yuan, enjoy a bottle of pure dew worth 68 yuan! Aroma, smoked charm.

6, X display rack

5 yuan, enjoy a 28 yuan rose moisturizing cleanser 1 to solve the dry skin!

12 yuan, enjoy a bottle of pure dew worth 68 yuan! Aroma, smoked charm.

7. Other publicity: opening a military band or yangko team

V. Cost budget

Attached files: small and attractive events

1. Free draw

All customers who hold the sample can participate in the lucky draw free of charge.

First prize: XXX worth XXX yuan

Second Prize: 1 voucher worth XXX

Third prize: 1 hand cream worth 28 yuan

Fourth prize: 1 souvenir

2. On-site gold capture

Put 1 point, 5 points, 1 angle, 5 angles, 1 yuan coins in the box, all customers who shop, can grab gold once, how much is caught.

Activity plan is for reference only

June 26, 20XX

3. Activity plan one

Buy more than 14 yuan, plus 1 yuan, you can choose a 1 yuan promotional item

Buy more than 20 yuan, plus 2 yuan, you can choose a promotional item below 2 yuan

Buy more than 30 yuan, plus 3 yuan, you can choose a promotional item below 3 yuan

Buy more than 40 yuan, plus 5 yuan, you can choose a promotional item below 5 yuan

Activity plan II

Promotional plan:

If you purchase more than 50 yuan, you can choose one of the special products with a value of 28 yuan;

If you purchase more than 100 yuan, you can choose one of the special products for the value of 68 yuan.


Article 5: Cosmetics Promotion Program

First, positioning. Analyze the consumption habits and consumption levels of their own cosmetics consumer groups. This data is based on the number of customers in the store in the same period or in the same period, the price of the purchase item, the frequency of purchase, the trend of brand purchase, and the classification of best-selling products. It is also necessary to analyze the composition of the target consumers in the business circle, as well as the promotional patterns and gifts that local consumers like. After analyzing the data, you can make targeted promotional objects and promotional products, and what kind of promotion method.

Second, the means of promotion activities. Commonly used promotional activities mainly include product specials, brand discounts, buy gifts, add money to buy more, limit time to buy, empty bottles to redeem and so on.

·Special offer

The franchise store selects several specific products that consumers are familiar with or familiar with from brand products or circulation products to make special preferential prices to attract consumers, select products that consumers are familiar with, the price contrast will be clear, and consumers can really feel the promotion. The strength of the offer. Products that consumers are not familiar with try not to make special offers, because consumers don't know much about products, which is not very attractive.

·brand discount

In the face of certain brands that you are familiar with, especially attractive brands, you can discount the full range of products during the promotion period. It can quickly gather popularity and increase the rate of entry, but because the profit rate of brand products is not very high, the profit margin is lower after the discount, so the store sales staff must learn to transfer sales when selling, and the consumers will The direction of purchase is directed to the main profit brand operated by the franchise store. Content comes from

·Buy gifts

If you spend a certain amount or consume a certain amount, you can give the corresponding product or other gifts: Other gifts donated are preferred by consumers, and high-end consumers can give silk scarves, handbags and other fashion items, while middle and low-end consumers in county and township markets like everyday household items.

·Add money to buy more

Adding money and increasing purchase means that consumers can add a small amount of cash to purchase another product when they reach a certain amount of consumption. The purchase of the product must have certain practicability and attractiveness. The purchase amount should be determined according to the cost of the purchased product.

·Limited time

Time-limited snap-ups, offering customers a very favorable offer within a specified time period to stimulate customers to buy and sell at a lower price. In the price and the original price must have a certain gap, in order to achieve the effect of buying. The purpose of limited time snapping is to increase the sales opportunities of other goods in the store by rushing to purchase customers. At the same time, the passenger flow can be controlled by the control of the time period.

· Empty bottle cashing

Seasonal replacement, consumers began to prepare to buy new products, and empty bottles just cash to buy cosmetics, in order to achieve the value of empty bottles, a means of promoting consumer spending. It is important to note that the purchase of a product can only be paid for an empty bottle of cash.

To increase the consumer's entry rate, merchants can also carry out free makeup, free consultation, and sweepstakes for consumers to better attract consumers and cooperate with in-store promotions to achieve promotional purposes.

Promotional activities are extraordinary in the market. The content of the promotion plan must have the focus of activities, that is, the point of convergence. We can do a certain project alone, or we can buy and donate, add money to purchase as the main activity item, and buy it for a limited time. The empty bottle can be used as an auxiliary activity. The use of various methods should be just right, and the use of the details will have a good output value. The mode of activity should not be used indiscriminately. It is necessary to adapt to local conditions. The promotion activities in the business circle must be targeted and targeted to be truly effective.

Third, May 1 cosmetics promotion activities sales increase notes:

a. Promotional staff must create a good consumption atmosphere on the spot, warmly welcome every shopper to entertain, bless the holiday, and repeat the key content of the promotion, stimulate consumer awareness, and promote sales through effective communication. .

b. After the old customers enter the store, the promotion personnel should try to avoid the cumbersome language, inform the old customers through the direct communication, and quickly complete the transaction on the basis of the guaranteed number of customers, so as to facilitate the reception of more consumers.

c. When a new customer enters the store, if the new customer is not familiar with the brand in the store, do not force sales. Take advantage of free makeup and free consultation, communicate with free consultation or free makeup, and extend your stay to find opportunities to sell.

d, the promotion activities are hot, the number of consumers is large, the promotion personnel should grasp the key points of sales, face the consumers not to be too entangled in a certain consumer, the first transaction is the most easy to deal, after the transaction volume is high, other Consumers are placed in time to communicate.