Beauty salon marketing plan
Part 1: Beauty salon marketing plan
I. Investigation and analysis of the situation of Beijing beauty salons
For medical service institutions, the beauty salon is undoubtedly a high-end medical consumer group with strong consumption power and significant group characteristics. In Beijing, this market is actually a vacuum zone of the medical industry. As such a group, its identity is generally For the company's high-level white-collar workers, information workers, broad wife, mistresses and other rich or leisure women.
Second, the theme
Wishing beauty to send you health
————Million free plastic surgery for you
One of the "free plastic surgery" beauty salon
Third, the purpose
Launched a team of plastic surgeons in our hospital;
Launched Beijing Contemporary Plastic and Aesthetic Research Institute
Fourth, the discussion of cooperation methods
1, simple operation
Choose some representative and strong beauty salons, discuss customer resource sharing, our hospital expert lectures and on-site lottery “free” for plastic surgery, terminal information and discount cards.
, production terminal introduction materials
At the scene, the lecture was scheduled to be operated by one or more “free” plastic surgery.
Appoint an operation at the event site and withdraw one or more "free" plastics
, making a discount card.
Note: Restrictive conditions for card issuance.
2, system operation
The health status of the group that visits the beauty salon has the following characteristics:
——Being in a sub-health state, but very eager for health and beauty, and hope to control your health at any time and place;
- in a healthy state; but hope to stay healthy and beautiful;
- I want to change my status, but I don't know how to choose a medical institution;
- in an unhealthy state, but do not know how to choose a medical institution;
Suggest:
——Being a high-end member is conducive to the maintenance of business level and the cultivation of hospital reputation
Strategy: Choose an appropriate carrier, choose a convenient channel, and choose the best time to enter.
- The most reasonable reason and the most convenient channel is the absolute guarantee of marketing.
Partner: Beauty Products Co., Ltd., Beauty Salon
Carrier: "Healthy woman's life is beautiful" large-scale promotion activities
Concept: Personal Health Consultant - Personal Beauty Consultant
——Using the opportunity of the China Merchants Association's promotion meeting of the Merchants Association once every six months, the two sides jointly promoted the promotion of “Healthy Women's Life and Beauty” and instilled the concept of “Personal Health Consultant” into the concept of beauty salon managers. And get its approval, in this way, the contemporary women's hospital will pass the "personal health advisor" membership card into the terminal through the form of "terminal meeting";
form:
——In the contemporary women's magazine, the 2nd edition of the theme advertisement “Healthy Woman, Beautiful Life” is placed;
product
Invisible product: Beijing Contemporary Women's Hospital
Tangible product: Personal Health Advisor membership card
Form: the material and quality of the card are almost perfect
Concept: Personal Health Consultant
Conceptual Interpretation: Personal Health Consultant
Uniqueness - "one-on-one" health guidance service for doctors and patients specially designed for individual populations
Uniqueness - Enjoy one-on-one health knowledge consultation for doctors and patients at any time, exclusive doctor's personal contact information and one full gynecological free medical examination within the time limit
Professionalism - keep abreast of your personal health and provide them with a full range of professional advice
Strictness - the scientific combination of doctor-patient relationship is more conducive to privacy and confidentiality, truly providing a full range of humanized value-added services
Safety - can also prevent and protect healthy people
Personal Health Consultant Membership Card Content:
1. With this card, we will go to our hospital for free registration fee, annual doctor one-on-one health consultation fee, and health file establishment fee;
2, before March 31, 20XX, with this card to our hospital, you can enjoy a full set of free gynecological examinations worth 258 yuan;
;
3. With this card, you can enjoy 10% discount on medicine, treatment and surgery fees when you visit our hospital.
4. This card is valid for 1 year and can be renewed after expiration;
Program:
1. Set up a project publicity group to organize publicity for the China Merchants Association, and actively cooperate with the planning consultants and health consultants of the contemporary gynecological hospitals.
2. The health ambassador may be assigned to each terminal customer according to the actual situation;
3. Membership card acquisition conditions: register the real name and the card number obtained;
4. Members must hold a card to the consultation desk of our hospital for confirmation and registration before they can use it;
5. The toll booth shall register the cardholder's name, card number, date of use, number and use, contact information, address, etc. in detail;
6. During the holidays, our school will send a blessing or email blessing to the members of the mobile phone newsletter;
Health advisor card access:
——The health ambassador introduces the value, use and usage of the card to the customer in detail, and the interested person can fill in the personal name and card number to obtain it;
Member Management:
1. According to the cardholder's list and card number provided by the beauty salon, the toll booth and the customer information department set up relevant procedures and conduct preliminary registration;
2. The cardholder first goes to the consultation desk for confirmation; then the guide is taken to the toll booth for registration;
3. The toll booth checks the name or card number of the card to the computer for verification;
4. The toll booth will effectively register the card's date, number of times, usage, contact information, address and other details;
5. The designated doctor shall register the medical history of the member in detail and conduct telephone call visits from time to time;
6. Every holiday, members can receive the blessing of our hospital.
★ Cooperative medical care
First, the purpose
Establish market development channels for special diseases and establish a network of hospital medical collaboration resources.
Second, the implementation
Organization: led by the Dean, the Medical Department and the Corporate Planning Department are specifically responsible.
System: "Administrative Measures for Medical Collaboration"
The hospital has established this management method based on the purpose of further developing the medical market and expanding the source of diseases through multiple channels.
1. The medical department and the enterprise planning department are responsible for the specific work of establishing and maintaining the medical cooperation relationship under the leadership of the dean.
Second, the Enterprise Planning Department and the Medical Department shall formulate a monthly collaborative development plan, and shall be responsible for preparing the annual, quarterly, and monthly business statements to the Dean.
3. The person responsible for the development work shall work under the leadership of the department head, and report to the department heads at any time the specific implementation plan, work progress and results. The person in charge of the department will report to the dean in charge of the irregular work.
Fourth, the way of collaboration: After the establishment of the collaborative relationship, the Corporate Planning Department is responsible for direct contact with the collaborators. The collaborators provide business support to the hospital, and the hospital pays the labor costs to the collaborators.
Develop incentives according to different diseases
Third, the work plan
1. Develop a collaborative resource object plan.
2. The dean led the team to visit.
3. Develop contact methods and introduce methods.
4. Develop a quick return method for expenses.
5. Develop regular contact with public relations tracking methods.
★ Entertainment venue
1. Theme of the event: “Preventing diseases and ensuring health”
2. Organizers and co-organizers
Sponsored by the Health Bureau
Co-organized by Beijing Contemporary Women's Hospital
3. Purpose and significance of the event: Responding to the state's attention to women, prevention of AIDS, sexually transmitted diseases and related instructions, spirit, in-depth field, do a good job of propaganda.
Activity time:
Venue: Beijing's major karaoke bars, hotels, hotels, bars and other entertainment venues.
4. Details of the event:
With the help of the Health Bureau to complete the theme of this marketing, that is, through the health bureau to issue the relevant instructions on "prevention of disease, health protection", to achieve "famous name." Or launch the annual activities of “Prevention of Diseases and Safeguarding Health” sponsored by the Health Bureau and sponsored by the hospital. Under the banner of the government, the government’s call will be used as a starting point to form a top-down, well-behaved activity.
Through the form of print media, radio and TV reports, we will deeply report the significance of this event, establish a public image of the hospital, and gain the trust of the patients.
Through the news media, inform the hotline or health hotline of the event, as well as the event website, set up a special forum for online Q&A.
In the areas where entertainment places are concentrated, the publicity light boxes, billboards or hanging banners with the theme of “prevention of disease, health care and health” are established to create momentum for this event.
Place a poster for the event at a prominent location in the entertainment venue.
The tissue paper with plastic packaging printed with the slogan of the event and the name of the hospital will be distributed to various entertainment places free of charge or at a low price, and the information of this event will be conveyed without knowing it.
In the washrooms of major hotels and hotel rooms, a small box with a condom is placed, and the daily necessities such as toothbrushes, toothpaste, and combs are used as essential items in the hotel.
Place a vending machine in the washroom of the entertainment venue, or place a box with a condom, and indicate the Health Bureau, the Contemporary Gynecology Hospital, and the contact number. Make a delicate warning sign attached to the bathroom.
Regular physical examinations of in-service personnel in entertainment venues.
In the name of the Health Bureau, visit various entertainment venues and explain to their principals the significance and importance of this event to obtain their support.
Through private contact with the chicken head, convey the contents of the event to him and send it a card or medical check-up card with “Prevention of disease, health care and health”. With this card, the hospital will check the registration fee free of charge. Treatment, to avoid the embarrassment when it comes to the hospital to protect the patient's privacy.
Develop a medical examination program set up for this activity. The patient can go directly to the medical examination center for medical examination.
Note: This marketing plan is not only to promote the health care and treatment consumption of entertainment personnel through activities, but more importantly, to expand the hospital's popularity and influence through activities, establish a public welfare image of the hospital, and attract other patients to seek medical treatment.
Part 2: Beauty salon marketing plan
First tell a story to let you know about the so-called "probability marketing":
One day, a gambler received a newsletter saying: The first football match between team A and team B, A will win; the gambler smiled after reading the newsletter, and after the game is over, it is true. Team A won. After a few days, he received a newsletter from the same number. The content said that the second team A and the C team, the team A can still win. This gambler thinks it is impossible, because the C team is much stronger than the A pair; but the result of the match is really the last crucial moment of the A team, the penalty score, 2-1 win over the strong C team, the gambler I started to believe a little bit of the person who sent the newsletter. Before the third game, the person who sent the newsletter guessed the result of the match. In the fourth game and the fifth game, the event was guessed by the person who sent the newsletter! The gambler was too embarrassed to vote for the five-body who was impressed by the person who sent the newsletter. As a result, before the sixth game, he paid a consultation fee of 3,000 yuan to the "God Guess" who guessed the result of the event for five consecutive times to get the result of the sixth game.
Everyone also thinks that this "God Guess" person can really predict the outcome of the event. In fact, this is a way to implement fraud by chance. The method is very simple: the "God Guess" sent the results of Team A's win to the mobile phone number of 10,000 gamblers before the first match, and also sent the results of Team B to another 10,000 gamblers. As a result, 10,000 gamblers must have received the newsletter. Before the second game, two result groups were sent to the gambler who received the result of the previous guess. In the end, there were definitely 5,000 gamblers who got the guessing newsletter. At that time, 625 people will receive 5 newsletters, and the 625 gamblers will absolutely convince the "God guess". In this state of mind, pay 3,000 yuan for the consultation fee to gamble on a big event. It is not a lot of money at all. In this way, the "God Guess" easily gained nearly 2 million yuan in just over ten days, and the cost was only a few cents a piece of newsletter.
After the story is over, you should experience the potential power of using probabilities. The author applies this method to marketing, which is called "probability marketing." The following content is a practical method for the beauty salon to use the "probability marketing" to enhance the source of the customer, here to communicate with you.
For most beauty salons, the source of the visit is the blood of its survival. "There is a business with a lot of people", this is the true experience that ancient and modern businesses have personally realized. So it can be said that the ultimate goal of all merchants' sales means is "guest source". Beauty salons are a relatively large number of service industries. Compared to a single service industry, such as water supply, milk delivery, housekeeping, etc., the operating procedures and management systems of beauty salons are much more complicated. Therefore, when using the probabilistic marketing method, you cannot rely on a single common method such as sending a leaflet or posting a media advertisement on the street. So, how should beauty salons give promising marketing methods to bring them the expected source of customers? Here is a brief introduction to the three models of probability marketing. The owners of beauty salons can try:
The first mode: experience probability mode
First, set the target of upgrading customers: 30 members / month
Second, the event planning content
1. Determine the main title and subtitle of the event
The theme is required to be clear, and the main and subtitles will be understood at a glance. such as:
38 yuan for the 38th Women's Day to send a bottle of Ou Baiqi facial cleanser! 10 yuan purchase club card!
Every day, 10 beautiful mothers come out from the beautiful DreamWorks! - "Mother's Day" free whitening skinning activity month
2. Determine the activities including the design and release of promotional materials, the selection of products to use, the beauty techniques, service processes, and answering standards.
Third, the props need to be prepared
1. A skin test instrument
2, a beauty salon window or a large poster for the doorway
3, DM1000 copies
4. Experience several parts of the product
5, a number of friendship cards
6, 100 membership cards
7. Potential member registration form
8. Small gifts or product gifts
Fourth, the operation process
1. Internal mobilization and activity training
2, DM distribution
3. Skin test is performed on the in-store guests with the skin test instrument. The test is very professional to analyze the current condition of the skin, and the guest must see the skin condition in the display.
4. Please experience the product for free. When experiencing the experience, the beautician must explain the effect of the product when it is skillful to explain the skin beauty knowledge.
5. After the free experience, use the skin test equipment to test the skin for the guests and compare it with the skin condition before the experience.
6. It is recommended that guests purchase products. If the guests do not buy, the beautician should treat the guests with the same attitude and mood.
7. After giving the gift, give the guest a friendship card and tell the guests to introduce their sisters or friends for free experience.
8. After the customer fills in the customer information, the beautician personally sends the guest to the door.
V. Six key points affecting the effectiveness of activities
1. Is the theme of the event attractive?
2. Is DM sent to the target guests?
3. Is the threshold for reservations and limits reasonably set?
4. Whether the staff's service quality and sales skills can pass.
5. Is there a problem with the product?
6. Whether the preferential policies for purchasing products can make customers feel that they are taking advantage of it.
Sixth, the effect prediction analysis
For customers who are limited to 10 free experiences every day, if the event is informed, there will be no cold spots in the beauty salon.
Using skin test equipment to compare the skin condition of the guests before and after the experience, it is very intuitive to quantify the effect of the product, in fact, it deepens the customer's goodwill on the quality of the product, and it is easy for the customer to have the desire to purchase. If the beautician's beauty techniques and sales skills are satisfactory to the guests, the chances of purchase will be quite high.
We can calculate the number of customers that can be increased by the above method at the lowest probability:
10*30 days*10%=30 people
If these 30 people apply for a season card of more than 1,000 yuan, it will increase the turnover of more than 30,000 yuan.
The second mode: word of mouth probability mode
Many beauty salon owners tend to focus on expanding their new customers, while ignoring the management and maintenance of existing existing customers. In fact, an experienced boss must know that "maintaining an old customer is better than expanding ten new customers." Practice has proved that the success rate of word-of-mouth advertising is the highest among all forms of advertising, and it is also the lowest cost. Word-of-mouth advertising needs high-quality services to support, compared to the cosmetics sold in the mall, the beauty salon's advantage is not the price, but the service. Therefore, mastering the application of word-of-mouth chances is especially important for all beauty salons, especially small or under-funded beauty salons. Here is an example of using the word chance to improve the source of the source for your reference:
A certain beauty salon opened for more than a year, with 8 beds and a total of 25 annual card customers. The beauty salon has added five new beds and opened a SPA project. The boss set a sales target of 50 years of card customers within one month, but the promotion fee is only 5,000 yuan.
In response to this situation, the author suggests that it uses the pattern of word-of-mouth probability to achieve the goal:
First, determine the theme of the event
I am willing to share the beauty with the best sisters.
——Some beauty salon grandly launched 999 yuan / year special "sister beauty package" activities
Second: determine the content of the event
1. Event information release
1) Layout banners, POP and X display stands, etc., which are written with the theme of the event, at the entrance of the beauty salon;
2) Prepare more than 100 beautiful greeting cards, print out the designed activities with a color printer, and hang them on the greeting card. Send a part of the greeting card to regular customers by registered mail, and leave the rest to the new customers who come to the store for beauty.
2. The service setting of the sister beauty package can be set according to the products and services of the beauty salon.
3, condition setting
1) Must be the annual card customer of this beauty salon and recommend a new customer to enjoy this special offer;
2) One year card customer is limited to recommend a new customer.
The third mode: theme will probability mode
The owner of the beauty salon must have contacted such a product promotion meeting held by many manufacturers: the manufacturer invited a beauty lecturer and a management lecturer to give lectures to the beauty salon owner and sign the contract on the spot. If the organization is good, please come to the lecturer to have the motivation, the effect will be good, and the success or failure of this so-called "conference marketing" model depends on the number of people attending and the quality, but actually involves the use of probability. . So, how do beauty salons hold their own promotion meetings?
First of all, be sure to choose the theme of the meeting, and ask the topic to be the hot spot and focus of your customer base. Because the theme of the conference is the key point of the source of the customer. In particular, when planning the theme, it is not necessary to let the thinking box be on the product and beauty. It turns out that the effect of "drunken man is not in wine" is often much more effective than selling a good means. For example, Amway's conference theme rarely involves selling products, and Amway will engage in "parent-child education" and "makeup skills" meetings. It should be known that the process of sales is actually a process of emotional communication between people. The product does not speak by itself. The clever salesman rarely says how the product is. His approach is to let the consumer believe in himself and then buy the product. The average salesman is the opposite. The result is that the sales of smart salesmen are more and more convenient, and the average salesman is often a one-time sale, it is difficult to have repeat customers, and the business is also hard. Believe in one person, naturally believe in all the products he sells, but customers believe that one product, you can hardly let him believe in other products. The reason is very simple and easy to understand. Therefore, the theme of the beauty salon will only find the target of friendly communication with customers or potential needs, so that more target customers can participate in your meeting. The number of people is more, the effect is good, and the number of attendees is directly proportional to the sales performance. .
The second is how to link your product or service to the theme conference? This is a difficult point. If you do not cut the service or product well, it is equivalent to doing public welfare activities. For example, my theme is completely different from beauty salon services or beauty products. How to cut in? The author describes several cutting methods below:
First, the threshold cutting method
This method is conditional for those who attend the meeting, not as a customer of a beauty salon, or how much money to purchase can be attended. Please note that in general, meetings using the threshold entry method must be a master speaker, a star meeting or a fairly attractive meeting.
Second, the middle cut method
In the middle of the lecture, and before the next topic that is of great interest to the audience, the host inserts the beauty salon content, just like inserting an advertisement when playing a TV show. This method is suitable for the audience to be the target consumer group of the beauty salon, and the theme meeting must indicate that the theme will be sponsored or sponsored by the beauty salon.
Third, the bundle cutting method
This method has the same similarities with the threshold entry method. The difference is that the theme conference is the service or product of the audience's hot demand. For example, the theme is “20XX year college entrance examination experience field report meeting”, setting a higher ticket price, and Bundle the tickets and beauty salon services or products, so that the listener clearly feels that the service or product of the beauty salon can be purchased at a discount or free of charge. In this way, it is very attractive for middle-aged women who usually have cosmetic needs.
Service creates value. This is the most famous saying in the service industry. The beauty industry can better reflect the importance of service. The quality of beauty salon service directly affects the performance and long-term development of beauty salons. Therefore, every service of beauty salons The link is especially important.
What customers are worth staying
The standard for measuring the success of a company today is no longer just the company's return on investment and market share, but the company's customer retention rate, customer share, and the return on data assets. Toyota believes in the business philosophy of "We are not selling cars, but helping customers to buy cars." It has launched a "nanny-style" service plan; American Cadillac thinks more thoughtfully at each of his car repair points. All the cars have been prepared, as long as his user car is bad, you can put down the bad car and drive away the spare car. When the user's bad car is repaired, send it back to the user immediately, and it will not delay your time. The purpose is to retain customers. However, some customers stay behind but gain little, but increase operating costs. For example, some customers, their purchasing decisions are only affected by price factors. If other stores have lower prices than yours, they will leave you immediately. . For cost reasons, it is impossible for any company to establish a profitable relationship with each customer.
In order to save money, Roy Gardoff, who runs the mail order business, decided to cut down some customers who are not worthy in the future. Market analysts gave Mr. Gardoff a list of several types of customers: some customers have always been willing to give up, and each transaction can bring benefits; some customers and companies have long-term, but sporadic purchase relationships, It is like a stream that doesn't dry up; some customers are like a meteor flashing, only once, but the number of purchases is large; some customers have visited the company several times in the past few years, but the number of purchases Very few, and when they are faced with price cuts, they are provided with minimal or even loss of service. Gardoff is in a dilemma: Which part of the customer should I cut?
In fact, a careful analysis of Kadoff's customers can roughly divide them into four categories according to the single transaction income and the number of repeated transactions, namely: 1. Gold customers. Willing to establish long-term mutually beneficial relationship with the company, each transaction can bring benefits to the enterprise; 2, Xiaoxi customers. Customers are willing to establish long-term business relationships with the company, but each transaction can only bring small profits to the company; 3, Meteor customers. Like to constantly try new choices, not always with the company, but each transaction can bring certain benefits to the company; 4, bear the customer. Some customers choose among many companies, only when the company is trying to attract customers to push the price to a very low or even negative income. All of the above profitable relationships can be divided into three categories:
1. Gold customers who bring the most profit to the company.
2. Meteor customers and Xiaoxi customers who bring considerable profits and are likely to be the company's biggest source of profit.
3, now able to bring profits, but is losing the value of the burden of customers.
According to Pareto's law, 20% of customers bring 80% of sales profits.
After the above analysis, Gardoff should deal with the customer base as follows:
1. Those gold customers who can only bring the company 10% sales, but can bring the most profit to the company, are the primary goal of trying to retain.
2. Meteor customers and Xiaoxi customers who account for 40% to 50% of the company's sales and sales profits. This part of the customer as a mainstream customer group can bring considerable profits to the company, and may become the company's biggest source of profit, should foster their transition to gold customers. Of course, only some people will eventually become gold customers.
3. The third category of customers are those who are losing profits but are losing value. If you take special care and communication with these customers, you may be able to increase their purchases, but compared with a large amount of marketing expenses, it may seem too expensive, not worth retaining, is an abandonable part.
Case:
There is a beauty chain opened by a friend who has been operating successfully because of the good guests. Since the beginning of the business, she has set up customer profiles, including when each customer used what services from her chain store, what she bought, who bought the goods at full price, who enjoyed the price discount, and even she generally understood When is the customer's consumption at other beauty agencies?
She spends half of her marketing expenses on 20% of her sales, who get discounts from each store every time, including health menus based on customer characteristics, advance notice of new products, Personalized gifts for shopping, special offers for friends, and more.
40% of the store's marketing expenses are distributed to customers who account for 30% of its sales. These customers can also get discount opportunities, new product notifications and gift certificate promotions from the store.
Only 10% of the marketing expenses are spent on 50% of the customers who bring 20% of the sales to the company. These customers can get appropriate discounts and coupons.
Advertising slogan! !
Beauty is a woman's nature, women dress up beautiful, accessories are the first aura of women's highlights, but also bring confidence and pride to men. Brilliant life, wonderful life, Yi Simei fashion silverware and your lifelong companion!
Part 3: Beauty salon marketing plan
I. Summary of contents
Planning background: There is a statistics showing that 1/2 of the global adults suffer from obesity to varying degrees, and the various psychological burdens and three high symptoms caused by obesity prompt people to find effective ways to lose weight. Therefore, the weight loss market has a good prospect and potential, and the market capacity is enormous. However, in the face of various endless ways to lose weight and advertising in the sky, as a small and medium-sized women's beauty salon, under the conditions of large-scale advertising without funds, how can we quickly open the market format for the slimming and slimming projects that they represent? And ingeniously avoiding competitors who are mad at the market, and ultimately achieve a satisfactory return on profits?
Planning ideas: The project must be successful under the conditions of “how fast and good provinces”. It is necessary to carry out differentiated planning, integrate various favorable resources, and carry out “surprisingly wins”. This is the best policy. Through the specific research and judgment of this project, I proposed the following five steps: first, "greening concept, differential positioning"; second, "soft text echo, education guidance", third, "thinking fat action, promotion release" Fourth, "customer association, step by step to win"; fifth, "cultural promotion, create a return." The above five steps can also be referred to as the five strategies of “standing”, “throwing”, “inducing”, “deducting” and “locking”.
Brief description of the case: The main ideas and manipulation process of this plan are as follows: First, “greening concept, differential positioning”, through “standing position”, find a correct market positioning for its own products – “Green Meridian Nutritional Weight Loss Law” In order to distinguish it from other competitors; second, "soft text echoes, education guides", soft-text advertisements in local newspaper media, through the "throwing" image, highlighting professionalism and safety, and establishing products in consumption The good impression in the minds of the people, the formation of awareness; third, "thinking fat action, promotion release", using effective promotion methods and preferential policies, planning out "finding fat action", planning the lurking customer "***" To the beauty salon; fourth, “customer association, step by step to win”, through the launch of the old customers in the beauty salon, the ring is tightly “deducted”, prompting them to actively recommend and drive new customers and realize the benefits; Fifth, “Cultural promotion, creating a return to the genus”, when the initial results of the weight loss project are achieved, the opportunity to hold a “slimming celebration” will invite the customers who have successfully lost weight to go to the platform to share the weight loss. Experience, at the same time, launch new customers again, and firmly lock the new and old customers in the hospital to create a sense of return. Through the deepening and implementation of these five steps, the ultimate successful resolution of the bottleneck of small and medium-sized beauty salons in taking over new products/projects has achieved a double harvest of economic and social benefits.
Second: planning case:
Celebrity Beauty Agency is a small and medium-sized professional women's beauty agency. In June 20XX, in order to make the "off season" of the beauty industry not weak, it is ready to introduce a new nutrition diet. However, in the face of the powerful advertising campaigns of various weight-loss drugs on the market, and the sports weight-loss methods introduced by various fitness clubs, under the condition of being unable to invest in large-scale advertising support to achieve the effect of communication, how to plan innovation and get out of the operational dilemma What?
In 20XX, as a consultant of the celebrity beauty agency, when I faced the above problems, I first started the specific collection and finishing work.
Through the collection, it is found that although there are so many kinds of weight loss products in the market, the weight loss advertisements are dazzling in the winter, but they are often powerless for obesity. Traditional weight loss methods usually use diuretic, diarrhea, or add central nervous system inhibitors to achieve weight loss goals, but the root cause of obesity, fat accumulation, has not been fundamentally solved, and it cannot be solved at all. Therefore, once the weight loss product is deactivated, the phenomenon of weight rebound will occur immediately. At the same time, due to the wrong weight loss method, the body performance is seriously damaged, and it is easy to cause weight loss sequelae. Many people have symptoms such as headache, diarrhea, fatigue, weight gain, etc. after taking diet pills, which leads people to no longer believe in diet pills. Therefore, the World Health Organization has put forward the requirements for healthy weight loss: no harm, no diarrhea, no diet. Therefore, the “fat people” who have the ability to consume are all looking for a scientific, healthy, safe, fair and authentic way to lose weight in a professional beauty salon.
After a comprehensive analysis of the collection and collation, I proceeded with a deep and meticulous judgment.
Various weight-loss advertisements over the years have cultivated a market with strong demand, but in the face of the trouble of losing weight, if our project can make up for the disadvantages of the popular weight-loss products currently on the market, targeted promotion And by planning innovative means, targeted, one-shot enemies, is the best policy.
But where do you innovate, how to innovate, and what steps to innovate?
Based on the collected information, it is organized and judged, and after repeated argumentation and reflection, I proposed the following five innovative strategies for celebrity beauty agencies:
“Greening concept, differential positioning”: referred to as “立立” method. Through the analysis and judgment of competitive products, we have found a correct positioning for our products - "Green Meridian Nutritional Weight Loss Method", to extract a unique point of appeal: to reduce all kinds of intractable obesity and repeated weight loss rebounders! At the same time, the self-positioning of the current winter weight loss market is “green acupuncture”. To distinguish it from other weight loss methods.
"Soft text echoes, education guides": referred to as "throwing" method. After comprehensive consideration of various forms of advertising, targeted selection of soft-text advertisements on local newspapers, through the "throwing" image, from the perspective of weight-loss customers, to the real experience story, the "green meridian nutrition diet" The professionalism and safety of the company made a prominent introduction, set a good impression of the project in the minds of consumers, and also effectively spread the brand awareness of celebrity beauty institutions.
"Finding fat action, promotion release": referred to as "ducing" method. Although all people are aware that "there is no white lunch in the world", most people, especially female friends, often have the opportunity to accidentally get a "white lunch". If the "dumping" method is just right, then the "inducing" method is strange. Through the "throwing" method, it throws out its own professionalism, safety and other quality, and the "inducing" rule through effective promotion means and The preferential policy is to bring the intended customers to the celebrity beauty agency.
"Customer association, step by step to win": referred to as "deduction" method, through the previous "entrance" method, after the target intention to attract customers, this is not counted, the purpose of business planning is to maximize the benefits, how to make up What are the shortcomings of soft-text advertising and promotion? The planners then use the “deduction” method to fully launch the old customers in the beauty salon, set the points of interest, and carry out innovative strategies of “catch-up” with one belt and three rings, prompting them to actively recommend and bring new customers. Achieve a win-win situation for beauty salons and old customers.
"Cultural promotion, creating a return": referred to as the "lock" method, through the presupposition and response of the previous four steps, how can we cultivate the loyalty of the existing customers of the beauty salon to promote more beauty consumption? I think that creating a sense of cultural return is the most crucial. Therefore, I suggest that when the “Green Meridian Nutritional Weight Loss Law” achieves initial results, I will not miss the opportunity to organize a “Healthy Weight Loss, Parting Obesity” celebration, and invite customers who have successfully lost weight in this beauty salon to share the experience of losing weight.可以再次發掘、帶動新客源，另一方面通過美容院企業文化的宣導，營造出回屬感，把新老顧客都牢牢“鎖定”在本院中。
一個成功的策劃案應該具備一定的虛構性。
美容行業，本身就是一個給予人夢想和希看的行業，在這個“綠色經絡營養減肥”項目策劃中，我們通過有效的宣傳手段，將減肥瘦身與時尚、美麗、健康的概念完美結合起來，針對目標顧客群進行形象的、超越現實的描述與傳播，使他們更加堅定了減肥的信念，而追求青春美麗、延緩朽減肥產品排行榜邁的夢想。
一個成功的策劃案應該具有相對的超前性。
在本策劃案中，我們通過對當前減肥市場的綜合分析，開創性的提出了“綠色經絡營養減肥”的概念，首次提出了“專減各種頑固性肥胖和屢次減肥反彈者”，有力的強化訴求了自身的上風，從競爭對手的圍攻中殺出一條門路，同時公然承諾與減肥顧客“簽訂6年不反彈”協定，這在美容減肥業內也是普軌荒的第一次。
一個成功的策劃案應該具有相對的新奇性。
為了突出“綠色經絡營養減肥法”的專業性，我們通過在本地報媒上撰寫軟文，以“逆反法”從消費者的角度進行宣傳；同時拋出“尋胖大行動”的促銷方案，凡是符合我們所尋的“胖”者的要求，都可以獲得免費減肥的名額，此策一出，即掀起軒然大波，名流迅速出名，為追求苗條美麗的人士所熟知。“正”合“奇”勝，創新不斷。同時再結合發動老顧客帶動而進一步拓展客源，普軌荒的舉行“減肥慶功會”再造***。連環相扣，招招領先。
一個成功的策劃案應該具有可操縱性。
在本案實施上，我們制訂了嚴密的分工與協作計畫。在什麼時候推出軟文報導，什麼時候發布促銷廣告，在廣告發布後，誰來負責接待諮詢，誰來發動美容院老顧客，如何預防“揩油”客戶，後期如何創新續進……都安排專人負責，總體協調，只待侍“機”而謀。
首先，我們對“綠色經絡營養減肥法”的健康理念和減肥原理進行了深度提煉和總結，將中醫經絡點***、推拿、耳***減肥和最新科學的營養燃脂減肥法有效的結合起來，推出了針對26種頑固性肥胖的獨特減肥技術，以幫助減肥客戶找出失敗根源，訂立科學減肥計畫。針對各種以利尿、腹瀉、添加中樞神經抑制劑等醫藥行業的減肥藥，我們的上風在於“均衡營養”，提出了“不傷身、不節食、不腹瀉、不乏力”四不原則；針對專業美容院近期流行的針灸減肥技術，我們考慮到很多美容客戶怕“針”的心理特徵，提出了“綠色針灸減肥方法”的概念，即與鏇磁美容儀器相結合，通過動態磁能的作用，有效的刺激***位，達到不刺破表皮而具有針灸的同樣效果，杜盡了在減肥操縱過程中的交叉感染與美容師針刺不準的技術題目。
通過對各檔競爭產品的對比與差異化定位，我們終於有了自己的市場定位——“專減各種頑固性肥胖和多次減肥無效者”。
在此基礎上，我們首先抓緊對美容院的前台接待的電話諮詢解答培訓及美容師的專業技術培訓，20XX年6月中旬，在盤錦本地最受歡迎的《遼河晚報》上，刊登軟性報導文章發表在“健康·時尚”專版，通過對名流經營理念的專訪，重點先容了近期推出的“綠色經絡營養減肥法”的專業性、安全性、實效性，結合對傳統減肥方法的比較，從專家的角度提醒愛美人士：減肥應該提倡科學、營養、安全、公道及有效的方法。誇大以“正”的品牌形象參與，迅速在消費者心目中占占有利地位。
與此同時，我們又發布了“以奇制勝”的促銷廣告，面向社會公然徵集20名體重達到或超過160斤以上的“胖”女士，只要打進熱線並且符合條件者，都可以享受免費減肥的待遇，這個活動，我們稱為“尋胖大行動”。
當然，天下沒有白吃的午餐，對於商家而言，這句話更是至理名言佳句，免費減肥，也是面臨著本錢消耗的，而現在消費者也是非常理性的，假如純粹的免費活動，她也還會懷疑是否落進了商家的圈套。所以，當尋求免費減肥的顧客被“誘”法吸引過來後，我們的前台接待職員會真誠的告訴她，我們的促銷是免費，但是這個免費是有條件要求的，即在達到我們協定中的承諾的減肥效果後，顧客必須幫助推薦三位朋友前來消費，才可以獲得全部免費。由於我們率先推出了與顧客簽訂減肥協定，不達到承諾標準，盡不收費，所以，此舉固然有“誘”的成分，但是被“誘”來的顧客卻沒有多大的異議，由於協定的承諾，都感到相對放心。
當“尋胖大行動”這個免費徵集活動開始後，短短的十天之內，一下子來了20名準顧客，效果都非常理想，顧客滿足而來，滿足而往。再通過美容師的專業到位的服務和行銷，有不少單純為減肥而來的顧客，也在美容院內進行了其他美容項目消費。
7月初，我們考慮到，這時候，再做免費的廣告是不行了，接下來，我們又策劃了“先減肥再付款”的活動，顧客來店減肥，只需要付少量定金，就可以享受全程減肥，並簽定協定，當達到協定效果時，再付足餘款。
I. Investigation and analysis of the situation of Beijing beauty salons
For medical service institutions, the beauty salon is undoubtedly a high-end medical consumer group with strong consumption power and significant group characteristics. In Beijing, this market is actually a vacuum zone of the medical industry. As such a group, its identity is generally For the company's high-level white-collar workers, information workers, broad wife, mistresses and other rich or leisure women.
Second, the theme
Wishing beauty to send you health
————Million free plastic surgery for you
One of the "free plastic surgery" beauty salon
Third, the purpose
Launched a team of plastic surgeons in our hospital;
Launched Beijing Contemporary Plastic and Aesthetic Research Institute
Fourth, the discussion of cooperation methods
1, simple operation
Choose some representative and strong beauty salons, discuss customer resource sharing, our hospital expert lectures and on-site lottery “free” for plastic surgery, terminal information and discount cards.
, production terminal introduction materials
At the scene, the lecture was scheduled to be operated by one or more “free” plastic surgery.
Appoint an operation at the event site and withdraw one or more "free" plastics
, making a discount card.
Note: Restrictive conditions for card issuance.
2, system operation
The health status of the group that visits the beauty salon has the following characteristics:
——Being in a sub-health state, but very eager for health and beauty, and hope to control your health at any time and place;
- in a healthy state; but hope to stay healthy and beautiful;
- I want to change my status, but I don't know how to choose a medical institution;
- in an unhealthy state, but do not know how to choose a medical institution;
Suggest:
——Being a high-end member is conducive to the maintenance of business level and the cultivation of hospital reputation
Strategy: Choose an appropriate carrier, choose a convenient channel, and choose the best time to enter.
- The most reasonable reason and the most convenient channel is the absolute guarantee of marketing.
Partner: Beauty Products Co., Ltd., Beauty Salon
Carrier: "Healthy woman's life is beautiful" large-scale promotion activities
Concept: Personal Health Consultant - Personal Beauty Consultant
——Using the opportunity of the China Merchants Association's promotion meeting of the Merchants Association once every six months, the two sides jointly promoted the promotion of “Healthy Women's Life and Beauty” and instilled the concept of “Personal Health Consultant” into the concept of beauty salon managers. And get its approval, in this way, the contemporary women's hospital will pass the "personal health advisor" membership card into the terminal through the form of "terminal meeting";
form:
——In the contemporary women's magazine, the 2nd edition of the theme advertisement “Healthy Woman, Beautiful Life” is placed;
product
Invisible product: Beijing Contemporary Women's Hospital
Tangible product: Personal Health Advisor membership card
Form: the material and quality of the card are almost perfect
Concept: Personal Health Consultant
Conceptual Interpretation: Personal Health Consultant
Uniqueness - "one-on-one" health guidance service for doctors and patients specially designed for individual populations
Uniqueness - Enjoy one-on-one health knowledge consultation for doctors and patients at any time, exclusive doctor's personal contact information and one full gynecological free medical examination within the time limit
Professionalism - keep abreast of your personal health and provide them with a full range of professional advice
Strictness - the scientific combination of doctor-patient relationship is more conducive to privacy and confidentiality, truly providing a full range of humanized value-added services
Safety - can also prevent and protect healthy people
Personal Health Consultant Membership Card Content:
1. With this card, we will go to our hospital for free registration fee, annual doctor one-on-one health consultation fee, and health file establishment fee;
2, before March 31, 20XX, with this card to our hospital, you can enjoy a full set of free gynecological examinations worth 258 yuan;
;
3. With this card, you can enjoy 10% discount on medicine, treatment and surgery fees when you visit our hospital.
4. This card is valid for 1 year and can be renewed after expiration;
Program:
1. Set up a project publicity group to organize publicity for the China Merchants Association, and actively cooperate with the planning consultants and health consultants of the contemporary gynecological hospitals.
2. The health ambassador may be assigned to each terminal customer according to the actual situation;
3. Membership card acquisition conditions: register the real name and the card number obtained;
4. Members must hold a card to the consultation desk of our hospital for confirmation and registration before they can use it;
5. The toll booth shall register the cardholder's name, card number, date of use, number and use, contact information, address, etc. in detail;
6. During the holidays, our school will send a blessing or email blessing to the members of the mobile phone newsletter;
Health advisor card access:
——The health ambassador introduces the value, use and usage of the card to the customer in detail, and the interested person can fill in the personal name and card number to obtain it;
Member Management:
1. According to the cardholder's list and card number provided by the beauty salon, the toll booth and the customer information department set up relevant procedures and conduct preliminary registration;
2. The cardholder first goes to the consultation desk for confirmation; then the guide is taken to the toll booth for registration;
3. The toll booth checks the name or card number of the card to the computer for verification;
4. The toll booth will effectively register the card's date, number of times, usage, contact information, address and other details;
5. The designated doctor shall register the medical history of the member in detail and conduct telephone call visits from time to time;
6. Every holiday, members can receive the blessing of our hospital.
★ Cooperative medical care
First, the purpose
Establish market development channels for special diseases and establish a network of hospital medical collaboration resources.
Second, the implementation
Organization: led by the Dean, the Medical Department and the Corporate Planning Department are specifically responsible.
System: "Administrative Measures for Medical Collaboration"
The hospital has established this management method based on the purpose of further developing the medical market and expanding the source of diseases through multiple channels.
1. The medical department and the enterprise planning department are responsible for the specific work of establishing and maintaining the medical cooperation relationship under the leadership of the dean.
Second, the Enterprise Planning Department and the Medical Department shall formulate a monthly collaborative development plan, and shall be responsible for preparing the annual, quarterly, and monthly business statements to the Dean.
3. The person responsible for the development work shall work under the leadership of the department head, and report to the department heads at any time the specific implementation plan, work progress and results. The person in charge of the department will report to the dean in charge of the irregular work.
Fourth, the way of collaboration: After the establishment of the collaborative relationship, the Corporate Planning Department is responsible for direct contact with the collaborators. The collaborators provide business support to the hospital, and the hospital pays the labor costs to the collaborators.
Develop incentives according to different diseases
Third, the work plan
1. Develop a collaborative resource object plan.
2. The dean led the team to visit.
3. Develop contact methods and introduce methods.
4. Develop a quick return method for expenses.
5. Develop regular contact with public relations tracking methods.
★ Entertainment venue
1. Theme of the event: “Preventing diseases and ensuring health”
2. Organizers and co-organizers
Sponsored by the Health Bureau
Co-organized by Beijing Contemporary Women's Hospital
3. Purpose and significance of the event: Responding to the state's attention to women, prevention of AIDS, sexually transmitted diseases and related instructions, spirit, in-depth field, do a good job of propaganda.
Activity time:
Venue: Beijing's major karaoke bars, hotels, hotels, bars and other entertainment venues.
4. Details of the event:
With the help of the Health Bureau to complete the theme of this marketing, that is, through the health bureau to issue the relevant instructions on "prevention of disease, health protection", to achieve "famous name." Or launch the annual activities of “Prevention of Diseases and Safeguarding Health” sponsored by the Health Bureau and sponsored by the hospital. Under the banner of the government, the government’s call will be used as a starting point to form a top-down, well-behaved activity.
Through the form of print media, radio and TV reports, we will deeply report the significance of this event, establish a public image of the hospital, and gain the trust of the patients.
Through the news media, inform the hotline or health hotline of the event, as well as the event website, set up a special forum for online Q&A.
In the areas where entertainment places are concentrated, the publicity light boxes, billboards or hanging banners with the theme of “prevention of disease, health care and health” are established to create momentum for this event.
Place a poster for the event at a prominent location in the entertainment venue.
The tissue paper with plastic packaging printed with the slogan of the event and the name of the hospital will be distributed to various entertainment places free of charge or at a low price, and the information of this event will be conveyed without knowing it.
In the washrooms of major hotels and hotel rooms, a small box with a condom is placed, and the daily necessities such as toothbrushes, toothpaste, and combs are used as essential items in the hotel.
Place a vending machine in the washroom of the entertainment venue, or place a box with a condom, and indicate the Health Bureau, the Contemporary Gynecology Hospital, and the contact number. Make a delicate warning sign attached to the bathroom.
Regular physical examinations of in-service personnel in entertainment venues.
In the name of the Health Bureau, visit various entertainment venues and explain to their principals the significance and importance of this event to obtain their support.
Through private contact with the chicken head, convey the contents of the event to him and send it a card or medical check-up card with “Prevention of disease, health care and health”. With this card, the hospital will check the registration fee free of charge. Treatment, to avoid the embarrassment when it comes to the hospital to protect the patient's privacy.
Develop a medical examination program set up for this activity. The patient can go directly to the medical examination center for medical examination.
Note: This marketing plan is not only to promote the health care and treatment consumption of entertainment personnel through activities, but more importantly, to expand the hospital's popularity and influence through activities, establish a public welfare image of the hospital, and attract other patients to seek medical treatment.
Part 2: Beauty salon marketing plan
First tell a story to let you know about the so-called "probability marketing":
One day, a gambler received a newsletter saying: The first football match between team A and team B, A will win; the gambler smiled after reading the newsletter, and after the game is over, it is true. Team A won. After a few days, he received a newsletter from the same number. The content said that the second team A and the C team, the team A can still win. This gambler thinks it is impossible, because the C team is much stronger than the A pair; but the result of the match is really the last crucial moment of the A team, the penalty score, 2-1 win over the strong C team, the gambler I started to believe a little bit of the person who sent the newsletter. Before the third game, the person who sent the newsletter guessed the result of the match. In the fourth game and the fifth game, the event was guessed by the person who sent the newsletter! The gambler was too embarrassed to vote for the five-body who was impressed by the person who sent the newsletter. As a result, before the sixth game, he paid a consultation fee of 3,000 yuan to the "God Guess" who guessed the result of the event for five consecutive times to get the result of the sixth game.
Everyone also thinks that this "God Guess" person can really predict the outcome of the event. In fact, this is a way to implement fraud by chance. The method is very simple: the "God Guess" sent the results of Team A's win to the mobile phone number of 10,000 gamblers before the first match, and also sent the results of Team B to another 10,000 gamblers. As a result, 10,000 gamblers must have received the newsletter. Before the second game, two result groups were sent to the gambler who received the result of the previous guess. In the end, there were definitely 5,000 gamblers who got the guessing newsletter. At that time, 625 people will receive 5 newsletters, and the 625 gamblers will absolutely convince the "God guess". In this state of mind, pay 3,000 yuan for the consultation fee to gamble on a big event. It is not a lot of money at all. In this way, the "God Guess" easily gained nearly 2 million yuan in just over ten days, and the cost was only a few cents a piece of newsletter.
After the story is over, you should experience the potential power of using probabilities. The author applies this method to marketing, which is called "probability marketing." The following content is a practical method for the beauty salon to use the "probability marketing" to enhance the source of the customer, here to communicate with you.
For most beauty salons, the source of the visit is the blood of its survival. "There is a business with a lot of people", this is the true experience that ancient and modern businesses have personally realized. So it can be said that the ultimate goal of all merchants' sales means is "guest source". Beauty salons are a relatively large number of service industries. Compared to a single service industry, such as water supply, milk delivery, housekeeping, etc., the operating procedures and management systems of beauty salons are much more complicated. Therefore, when using the probabilistic marketing method, you cannot rely on a single common method such as sending a leaflet or posting a media advertisement on the street. So, how should beauty salons give promising marketing methods to bring them the expected source of customers? Here is a brief introduction to the three models of probability marketing. The owners of beauty salons can try:
The first mode: experience probability mode
First, set the target of upgrading customers: 30 members / month
Second, the event planning content
1. Determine the main title and subtitle of the event
The theme is required to be clear, and the main and subtitles will be understood at a glance. such as:
38 yuan for the 38th Women's Day to send a bottle of Ou Baiqi facial cleanser! 10 yuan purchase club card!
Every day, 10 beautiful mothers come out from the beautiful DreamWorks! - "Mother's Day" free whitening skinning activity month
2. Determine the activities including the design and release of promotional materials, the selection of products to use, the beauty techniques, service processes, and answering standards.
Third, the props need to be prepared
1. A skin test instrument
2, a beauty salon window or a large poster for the doorway
3, DM1000 copies
4. Experience several parts of the product
5, a number of friendship cards
6, 100 membership cards
7. Potential member registration form
8. Small gifts or product gifts
Fourth, the operation process
1. Internal mobilization and activity training
2, DM distribution
3. Skin test is performed on the in-store guests with the skin test instrument. The test is very professional to analyze the current condition of the skin, and the guest must see the skin condition in the display.
4. Please experience the product for free. When experiencing the experience, the beautician must explain the effect of the product when it is skillful to explain the skin beauty knowledge.
5. After the free experience, use the skin test equipment to test the skin for the guests and compare it with the skin condition before the experience.
6. It is recommended that guests purchase products. If the guests do not buy, the beautician should treat the guests with the same attitude and mood.
7. After giving the gift, give the guest a friendship card and tell the guests to introduce their sisters or friends for free experience.
8. After the customer fills in the customer information, the beautician personally sends the guest to the door.
V. Six key points affecting the effectiveness of activities
1. Is the theme of the event attractive?
2. Is DM sent to the target guests?
3. Is the threshold for reservations and limits reasonably set?
4. Whether the staff's service quality and sales skills can pass.
5. Is there a problem with the product?
6. Whether the preferential policies for purchasing products can make customers feel that they are taking advantage of it.
Sixth, the effect prediction analysis
For customers who are limited to 10 free experiences every day, if the event is informed, there will be no cold spots in the beauty salon.
Using skin test equipment to compare the skin condition of the guests before and after the experience, it is very intuitive to quantify the effect of the product, in fact, it deepens the customer's goodwill on the quality of the product, and it is easy for the customer to have the desire to purchase. If the beautician's beauty techniques and sales skills are satisfactory to the guests, the chances of purchase will be quite high.
We can calculate the number of customers that can be increased by the above method at the lowest probability:
10*30 days*10%=30 people
If these 30 people apply for a season card of more than 1,000 yuan, it will increase the turnover of more than 30,000 yuan.
The second mode: word of mouth probability mode
Many beauty salon owners tend to focus on expanding their new customers, while ignoring the management and maintenance of existing existing customers. In fact, an experienced boss must know that "maintaining an old customer is better than expanding ten new customers." Practice has proved that the success rate of word-of-mouth advertising is the highest among all forms of advertising, and it is also the lowest cost. Word-of-mouth advertising needs high-quality services to support, compared to the cosmetics sold in the mall, the beauty salon's advantage is not the price, but the service. Therefore, mastering the application of word-of-mouth chances is especially important for all beauty salons, especially small or under-funded beauty salons. Here is an example of using the word chance to improve the source of the source for your reference:
A certain beauty salon opened for more than a year, with 8 beds and a total of 25 annual card customers. The beauty salon has added five new beds and opened a SPA project. The boss set a sales target of 50 years of card customers within one month, but the promotion fee is only 5,000 yuan.
In response to this situation, the author suggests that it uses the pattern of word-of-mouth probability to achieve the goal:
First, determine the theme of the event
I am willing to share the beauty with the best sisters.
——Some beauty salon grandly launched 999 yuan / year special "sister beauty package" activities
Second: determine the content of the event
1. Event information release
1) Layout banners, POP and X display stands, etc., which are written with the theme of the event, at the entrance of the beauty salon;
2) Prepare more than 100 beautiful greeting cards, print out the designed activities with a color printer, and hang them on the greeting card. Send a part of the greeting card to regular customers by registered mail, and leave the rest to the new customers who come to the store for beauty.
2. The service setting of the sister beauty package can be set according to the products and services of the beauty salon.
3, condition setting
1) Must be the annual card customer of this beauty salon and recommend a new customer to enjoy this special offer;
2) One year card customer is limited to recommend a new customer.
The third mode: theme will probability mode
The owner of the beauty salon must have contacted such a product promotion meeting held by many manufacturers: the manufacturer invited a beauty lecturer and a management lecturer to give lectures to the beauty salon owner and sign the contract on the spot. If the organization is good, please come to the lecturer to have the motivation, the effect will be good, and the success or failure of this so-called "conference marketing" model depends on the number of people attending and the quality, but actually involves the use of probability. . So, how do beauty salons hold their own promotion meetings?
First of all, be sure to choose the theme of the meeting, and ask the topic to be the hot spot and focus of your customer base. Because the theme of the conference is the key point of the source of the customer. In particular, when planning the theme, it is not necessary to let the thinking box be on the product and beauty. It turns out that the effect of "drunken man is not in wine" is often much more effective than selling a good means. For example, Amway's conference theme rarely involves selling products, and Amway will engage in "parent-child education" and "makeup skills" meetings. It should be known that the process of sales is actually a process of emotional communication between people. The product does not speak by itself. The clever salesman rarely says how the product is. His approach is to let the consumer believe in himself and then buy the product. The average salesman is the opposite. The result is that the sales of smart salesmen are more and more convenient, and the average salesman is often a one-time sale, it is difficult to have repeat customers, and the business is also hard. Believe in one person, naturally believe in all the products he sells, but customers believe that one product, you can hardly let him believe in other products. The reason is very simple and easy to understand. Therefore, the theme of the beauty salon will only find the target of friendly communication with customers or potential needs, so that more target customers can participate in your meeting. The number of people is more, the effect is good, and the number of attendees is directly proportional to the sales performance. .
The second is how to link your product or service to the theme conference? This is a difficult point. If you do not cut the service or product well, it is equivalent to doing public welfare activities. For example, my theme is completely different from beauty salon services or beauty products. How to cut in? The author describes several cutting methods below:
First, the threshold cutting method
This method is conditional for those who attend the meeting, not as a customer of a beauty salon, or how much money to purchase can be attended. Please note that in general, meetings using the threshold entry method must be a master speaker, a star meeting or a fairly attractive meeting.
Second, the middle cut method
In the middle of the lecture, and before the next topic that is of great interest to the audience, the host inserts the beauty salon content, just like inserting an advertisement when playing a TV show. This method is suitable for the audience to be the target consumer group of the beauty salon, and the theme meeting must indicate that the theme will be sponsored or sponsored by the beauty salon.
Third, the bundle cutting method
This method has the same similarities with the threshold entry method. The difference is that the theme conference is the service or product of the audience's hot demand. For example, the theme is “20XX year college entrance examination experience field report meeting”, setting a higher ticket price, and Bundle the tickets and beauty salon services or products, so that the listener clearly feels that the service or product of the beauty salon can be purchased at a discount or free of charge. In this way, it is very attractive for middle-aged women who usually have cosmetic needs.
Service creates value. This is the most famous saying in the service industry. The beauty industry can better reflect the importance of service. The quality of beauty salon service directly affects the performance and long-term development of beauty salons. Therefore, every service of beauty salons The link is especially important.
What customers are worth staying
The standard for measuring the success of a company today is no longer just the company's return on investment and market share, but the company's customer retention rate, customer share, and the return on data assets. Toyota believes in the business philosophy of "We are not selling cars, but helping customers to buy cars." It has launched a "nanny-style" service plan; American Cadillac thinks more thoughtfully at each of his car repair points. All the cars have been prepared, as long as his user car is bad, you can put down the bad car and drive away the spare car. When the user's bad car is repaired, send it back to the user immediately, and it will not delay your time. The purpose is to retain customers. However, some customers stay behind but gain little, but increase operating costs. For example, some customers, their purchasing decisions are only affected by price factors. If other stores have lower prices than yours, they will leave you immediately. . For cost reasons, it is impossible for any company to establish a profitable relationship with each customer.
In order to save money, Roy Gardoff, who runs the mail order business, decided to cut down some customers who are not worthy in the future. Market analysts gave Mr. Gardoff a list of several types of customers: some customers have always been willing to give up, and each transaction can bring benefits; some customers and companies have long-term, but sporadic purchase relationships, It is like a stream that doesn't dry up; some customers are like a meteor flashing, only once, but the number of purchases is large; some customers have visited the company several times in the past few years, but the number of purchases Very few, and when they are faced with price cuts, they are provided with minimal or even loss of service. Gardoff is in a dilemma: Which part of the customer should I cut?
In fact, a careful analysis of Kadoff's customers can roughly divide them into four categories according to the single transaction income and the number of repeated transactions, namely: 1. Gold customers. Willing to establish long-term mutually beneficial relationship with the company, each transaction can bring benefits to the enterprise; 2, Xiaoxi customers. Customers are willing to establish long-term business relationships with the company, but each transaction can only bring small profits to the company; 3, Meteor customers. Like to constantly try new choices, not always with the company, but each transaction can bring certain benefits to the company; 4, bear the customer. Some customers choose among many companies, only when the company is trying to attract customers to push the price to a very low or even negative income. All of the above profitable relationships can be divided into three categories:
1. Gold customers who bring the most profit to the company.
2. Meteor customers and Xiaoxi customers who bring considerable profits and are likely to be the company's biggest source of profit.
3, now able to bring profits, but is losing the value of the burden of customers.
According to Pareto's law, 20% of customers bring 80% of sales profits.
After the above analysis, Gardoff should deal with the customer base as follows:
1. Those gold customers who can only bring the company 10% sales, but can bring the most profit to the company, are the primary goal of trying to retain.
2. Meteor customers and Xiaoxi customers who account for 40% to 50% of the company's sales and sales profits. This part of the customer as a mainstream customer group can bring considerable profits to the company, and may become the company's biggest source of profit, should foster their transition to gold customers. Of course, only some people will eventually become gold customers.
3. The third category of customers are those who are losing profits but are losing value. If you take special care and communication with these customers, you may be able to increase their purchases, but compared with a large amount of marketing expenses, it may seem too expensive, not worth retaining, is an abandonable part.
Case:
There is a beauty chain opened by a friend who has been operating successfully because of the good guests. Since the beginning of the business, she has set up customer profiles, including when each customer used what services from her chain store, what she bought, who bought the goods at full price, who enjoyed the price discount, and even she generally understood When is the customer's consumption at other beauty agencies?
She spends half of her marketing expenses on 20% of her sales, who get discounts from each store every time, including health menus based on customer characteristics, advance notice of new products, Personalized gifts for shopping, special offers for friends, and more.
40% of the store's marketing expenses are distributed to customers who account for 30% of its sales. These customers can also get discount opportunities, new product notifications and gift certificate promotions from the store.
Only 10% of the marketing expenses are spent on 50% of the customers who bring 20% of the sales to the company. These customers can get appropriate discounts and coupons.
Advertising slogan! !
Beauty is a woman's nature, women dress up beautiful, accessories are the first aura of women's highlights, but also bring confidence and pride to men. Brilliant life, wonderful life, Yi Simei fashion silverware and your lifelong companion!
Part 3: Beauty salon marketing plan
I. Summary of contents
Planning background: There is a statistics showing that 1/2 of the global adults suffer from obesity to varying degrees, and the various psychological burdens and three high symptoms caused by obesity prompt people to find effective ways to lose weight. Therefore, the weight loss market has a good prospect and potential, and the market capacity is enormous. However, in the face of various endless ways to lose weight and advertising in the sky, as a small and medium-sized women's beauty salon, under the conditions of large-scale advertising without funds, how can we quickly open the market format for the slimming and slimming projects that they represent? And ingeniously avoiding competitors who are mad at the market, and ultimately achieve a satisfactory return on profits?
Planning ideas: The project must be successful under the conditions of “how fast and good provinces”. It is necessary to carry out differentiated planning, integrate various favorable resources, and carry out “surprisingly wins”. This is the best policy. Through the specific research and judgment of this project, I proposed the following five steps: first, "greening concept, differential positioning"; second, "soft text echo, education guidance", third, "thinking fat action, promotion release" Fourth, "customer association, step by step to win"; fifth, "cultural promotion, create a return." The above five steps can also be referred to as the five strategies of “standing”, “throwing”, “inducing”, “deducting” and “locking”.
Brief description of the case: The main ideas and manipulation process of this plan are as follows: First, “greening concept, differential positioning”, through “standing position”, find a correct market positioning for its own products – “Green Meridian Nutritional Weight Loss Law” In order to distinguish it from other competitors; second, "soft text echoes, education guides", soft-text advertisements in local newspaper media, through the "throwing" image, highlighting professionalism and safety, and establishing products in consumption The good impression in the minds of the people, the formation of awareness; third, "thinking fat action, promotion release", using effective promotion methods and preferential policies, planning out "finding fat action", planning the lurking customer "***" To the beauty salon; fourth, “customer association, step by step to win”, through the launch of the old customers in the beauty salon, the ring is tightly “deducted”, prompting them to actively recommend and drive new customers and realize the benefits; Fifth, “Cultural promotion, creating a return to the genus”, when the initial results of the weight loss project are achieved, the opportunity to hold a “slimming celebration” will invite the customers who have successfully lost weight to go to the platform to share the weight loss. Experience, at the same time, launch new customers again, and firmly lock the new and old customers in the hospital to create a sense of return. Through the deepening and implementation of these five steps, the ultimate successful resolution of the bottleneck of small and medium-sized beauty salons in taking over new products/projects has achieved a double harvest of economic and social benefits.
Second: planning case:
Celebrity Beauty Agency is a small and medium-sized professional women's beauty agency. In June 20XX, in order to make the "off season" of the beauty industry not weak, it is ready to introduce a new nutrition diet. However, in the face of the powerful advertising campaigns of various weight-loss drugs on the market, and the sports weight-loss methods introduced by various fitness clubs, under the condition of being unable to invest in large-scale advertising support to achieve the effect of communication, how to plan innovation and get out of the operational dilemma What?
In 20XX, as a consultant of the celebrity beauty agency, when I faced the above problems, I first started the specific collection and finishing work.
Through the collection, it is found that although there are so many kinds of weight loss products in the market, the weight loss advertisements are dazzling in the winter, but they are often powerless for obesity. Traditional weight loss methods usually use diuretic, diarrhea, or add central nervous system inhibitors to achieve weight loss goals, but the root cause of obesity, fat accumulation, has not been fundamentally solved, and it cannot be solved at all. Therefore, once the weight loss product is deactivated, the phenomenon of weight rebound will occur immediately. At the same time, due to the wrong weight loss method, the body performance is seriously damaged, and it is easy to cause weight loss sequelae. Many people have symptoms such as headache, diarrhea, fatigue, weight gain, etc. after taking diet pills, which leads people to no longer believe in diet pills. Therefore, the World Health Organization has put forward the requirements for healthy weight loss: no harm, no diarrhea, no diet. Therefore, the “fat people” who have the ability to consume are all looking for a scientific, healthy, safe, fair and authentic way to lose weight in a professional beauty salon.
After a comprehensive analysis of the collection and collation, I proceeded with a deep and meticulous judgment.
Various weight-loss advertisements over the years have cultivated a market with strong demand, but in the face of the trouble of losing weight, if our project can make up for the disadvantages of the popular weight-loss products currently on the market, targeted promotion And by planning innovative means, targeted, one-shot enemies, is the best policy.
But where do you innovate, how to innovate, and what steps to innovate?
Based on the collected information, it is organized and judged, and after repeated argumentation and reflection, I proposed the following five innovative strategies for celebrity beauty agencies:
“Greening concept, differential positioning”: referred to as “立立” method. Through the analysis and judgment of competitive products, we have found a correct positioning for our products - "Green Meridian Nutritional Weight Loss Method", to extract a unique point of appeal: to reduce all kinds of intractable obesity and repeated weight loss rebounders! At the same time, the self-positioning of the current winter weight loss market is “green acupuncture”. To distinguish it from other weight loss methods.
"Soft text echoes, education guides": referred to as "throwing" method. After comprehensive consideration of various forms of advertising, targeted selection of soft-text advertisements on local newspapers, through the "throwing" image, from the perspective of weight-loss customers, to the real experience story, the "green meridian nutrition diet" The professionalism and safety of the company made a prominent introduction, set a good impression of the project in the minds of consumers, and also effectively spread the brand awareness of celebrity beauty institutions.
"Finding fat action, promotion release": referred to as "ducing" method. Although all people are aware that "there is no white lunch in the world", most people, especially female friends, often have the opportunity to accidentally get a "white lunch". If the "dumping" method is just right, then the "inducing" method is strange. Through the "throwing" method, it throws out its own professionalism, safety and other quality, and the "inducing" rule through effective promotion means and The preferential policy is to bring the intended customers to the celebrity beauty agency.
"Customer association, step by step to win": referred to as "deduction" method, through the previous "entrance" method, after the target intention to attract customers, this is not counted, the purpose of business planning is to maximize the benefits, how to make up What are the shortcomings of soft-text advertising and promotion? The planners then use the “deduction” method to fully launch the old customers in the beauty salon, set the points of interest, and carry out innovative strategies of “catch-up” with one belt and three rings, prompting them to actively recommend and bring new customers. Achieve a win-win situation for beauty salons and old customers.
"Cultural promotion, creating a return": referred to as the "lock" method, through the presupposition and response of the previous four steps, how can we cultivate the loyalty of the existing customers of the beauty salon to promote more beauty consumption? I think that creating a sense of cultural return is the most crucial. Therefore, I suggest that when the “Green Meridian Nutritional Weight Loss Law” achieves initial results, I will not miss the opportunity to organize a “Healthy Weight Loss, Parting Obesity” celebration, and invite customers who have successfully lost weight in this beauty salon to share the experience of losing weight.可以再次發掘、帶動新客源，另一方面通過美容院企業文化的宣導，營造出回屬感，把新老顧客都牢牢“鎖定”在本院中。
一個成功的策劃案應該具備一定的虛構性。
美容行業，本身就是一個給予人夢想和希看的行業，在這個“綠色經絡營養減肥”項目策劃中，我們通過有效的宣傳手段，將減肥瘦身與時尚、美麗、健康的概念完美結合起來，針對目標顧客群進行形象的、超越現實的描述與傳播，使他們更加堅定了減肥的信念，而追求青春美麗、延緩朽減肥產品排行榜邁的夢想。
一個成功的策劃案應該具有相對的超前性。
在本策劃案中，我們通過對當前減肥市場的綜合分析，開創性的提出了“綠色經絡營養減肥”的概念，首次提出了“專減各種頑固性肥胖和屢次減肥反彈者”，有力的強化訴求了自身的上風，從競爭對手的圍攻中殺出一條門路，同時公然承諾與減肥顧客“簽訂6年不反彈”協定，這在美容減肥業內也是普軌荒的第一次。
一個成功的策劃案應該具有相對的新奇性。
為了突出“綠色經絡營養減肥法”的專業性，我們通過在本地報媒上撰寫軟文，以“逆反法”從消費者的角度進行宣傳；同時拋出“尋胖大行動”的促銷方案，凡是符合我們所尋的“胖”者的要求，都可以獲得免費減肥的名額，此策一出，即掀起軒然大波，名流迅速出名，為追求苗條美麗的人士所熟知。“正”合“奇”勝，創新不斷。同時再結合發動老顧客帶動而進一步拓展客源，普軌荒的舉行“減肥慶功會”再造***。連環相扣，招招領先。
一個成功的策劃案應該具有可操縱性。
在本案實施上，我們制訂了嚴密的分工與協作計畫。在什麼時候推出軟文報導，什麼時候發布促銷廣告，在廣告發布後，誰來負責接待諮詢，誰來發動美容院老顧客，如何預防“揩油”客戶，後期如何創新續進……都安排專人負責，總體協調，只待侍“機”而謀。
首先，我們對“綠色經絡營養減肥法”的健康理念和減肥原理進行了深度提煉和總結，將中醫經絡點***、推拿、耳***減肥和最新科學的營養燃脂減肥法有效的結合起來，推出了針對26種頑固性肥胖的獨特減肥技術，以幫助減肥客戶找出失敗根源，訂立科學減肥計畫。針對各種以利尿、腹瀉、添加中樞神經抑制劑等醫藥行業的減肥藥，我們的上風在於“均衡營養”，提出了“不傷身、不節食、不腹瀉、不乏力”四不原則；針對專業美容院近期流行的針灸減肥技術，我們考慮到很多美容客戶怕“針”的心理特徵，提出了“綠色針灸減肥方法”的概念，即與鏇磁美容儀器相結合，通過動態磁能的作用，有效的刺激***位，達到不刺破表皮而具有針灸的同樣效果，杜盡了在減肥操縱過程中的交叉感染與美容師針刺不準的技術題目。
通過對各檔競爭產品的對比與差異化定位，我們終於有了自己的市場定位——“專減各種頑固性肥胖和多次減肥無效者”。
在此基礎上，我們首先抓緊對美容院的前台接待的電話諮詢解答培訓及美容師的專業技術培訓，20XX年6月中旬，在盤錦本地最受歡迎的《遼河晚報》上，刊登軟性報導文章發表在“健康·時尚”專版，通過對名流經營理念的專訪，重點先容了近期推出的“綠色經絡營養減肥法”的專業性、安全性、實效性，結合對傳統減肥方法的比較，從專家的角度提醒愛美人士：減肥應該提倡科學、營養、安全、公道及有效的方法。誇大以“正”的品牌形象參與，迅速在消費者心目中占占有利地位。
與此同時，我們又發布了“以奇制勝”的促銷廣告，面向社會公然徵集20名體重達到或超過160斤以上的“胖”女士，只要打進熱線並且符合條件者，都可以享受免費減肥的待遇，這個活動，我們稱為“尋胖大行動”。
當然，天下沒有白吃的午餐，對於商家而言，這句話更是至理名言佳句，免費減肥，也是面臨著本錢消耗的，而現在消費者也是非常理性的，假如純粹的免費活動，她也還會懷疑是否落進了商家的圈套。所以，當尋求免費減肥的顧客被“誘”法吸引過來後，我們的前台接待職員會真誠的告訴她，我們的促銷是免費，但是這個免費是有條件要求的，即在達到我們協定中的承諾的減肥效果後，顧客必須幫助推薦三位朋友前來消費，才可以獲得全部免費。由於我們率先推出了與顧客簽訂減肥協定，不達到承諾標準，盡不收費，所以，此舉固然有“誘”的成分，但是被“誘”來的顧客卻沒有多大的異議，由於協定的承諾，都感到相對放心。
當“尋胖大行動”這個免費徵集活動開始後，短短的十天之內，一下子來了20名準顧客，效果都非常理想，顧客滿足而來，滿足而往。再通過美容師的專業到位的服務和行銷，有不少單純為減肥而來的顧客，也在美容院內進行了其他美容項目消費。
7月初，我們考慮到，這時候，再做免費的廣告是不行了，接下來，我們又策劃了“先減肥再付款”的活動，顧客來店減肥，只需要付少量定金，就可以享受全程減肥，並簽定協定，當達到協定效果時，再付足餘款。
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