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2128188 2009 年 07 月 30 日 10:00 Reading (loading. ..) Comments (0) Category: Personal Diary
store Opening the program of activities
Foreword
the activities program is a new clothing store opening campaign site planning guide to plan, the dealers around the premise of this framework, combined with the local store size, culture, customs, seasonal, competitive environment, consumption habits and other characteristics can be appropriate adjustments, but the basic principles of planning the project can not be changed.
monopoly system as a brand, how to ensure \Must be taken to resolve the issue opened successfully \Stimulate popular mainly rely on three methods: Protocol initiatives, celebrations, news momentum. Builders gas will closely around the \concept of a big fuss. Precipitation opportunities through the \Concept of the three steps to integrate the implementation of the plan within the same space, the store's opening will reflect the well-known, amazing, reputation effects, but also can greatly increase your sales.
first part of the [purpose of opening new stores]
promotions and acceptable by consumers in general, clothing is one of the industry, the clothing store's marketing strategy is bound to be people-oriented, this is consistent with the principle of win-win for consumers and businesses. However, the core focus of conflict in marketing \Therefore, opening new store features the dragon must be taken, \
1, gas gathering business: With more ample crowds flock to the shopping district, followed by gas will have produced a variety of business environment, business gas formation, it must for the future of the business district the generation of various business opportunities offer the greatest possibility and probability. Commercial gas can be said for the \
2, extension of business: the ultimate opportunity to some extent in the formation of strong \popular, \.
3, Brand Communication: Each brand has different characteristics and culture, transmission companies and consumer product brand recognition culture is a key step in creating the atmosphere of the store, display matching, decorative accessories, the product's unique selling points and fashion Style is a consumer awareness of the basic elements of the brand.
second part of the [new store opening activity behavior]
clothing store opened as the act of propaganda aimed at expanding awareness of the region started the first battle degree, must have the grade scale, high style, high-impact features for the platform to create awareness to fight the rapid increase a good foundation. Therefore, the requirements of the opening events characteristics must be demonstrated: (1) distinctive fashion; (2) easily identifiable; (3) easy-borne; (4) impact; (5) gay and so on.
its main behavior is:
(a), this resistance: the store address, store attributes, brand culture as a system of informed and publicity, so the first message to the consumer;
(b), influence: the use of new store openings in the first event, the store content, product features, to convey to the consumer; with the aforementioned hot news, and enhance the trust of potential customers and recognition for the store.
(c), promotion of: the trading of goods between this promotion may not be obvious, is to use the new channel so that consumers feel the goods, to make the appropriate promotional activities to attract consumers the greatest possible attention, stimulating their desire for consumption, have a good impression after the first contact.
(d), the image of: The activities of rapidly opening new stores to boost its profile to potential customers into buying desire, ability to improve positioning in the consumers mind, to provide opportunities to capture the market.
third part [Activities Rule]
one with the theme:
new store, new ritual, new fashion
Tim
fashion store, discount on additional packs, gift giving ceremony
fashion store, meet Gifts
new store opening, fine point fashion
II Time:
activity cycle: ten days from the date of opening (the key is the first 5 days)
choose Saturday or Sunday, it is best holiday opening.
Third, active objects:
25-40 year old men all sectors of society;
The event will be through the choice of promotional gifts to attract female consumers.
four activities: (shopping chain hi)
40-60 square meters for a chain store opening program hi
a heavy hi, door pregnant:
into the store that features long souvenir gift (or by leaflets to gifts DM)
1-3 yuan
gifts such as lighters, thin notes, ballpoint pens, key chains, playing cards, etc.
double hi, Maijiu Song (buy full amount of the gifts presented customize each store):
☆ who send any purchase during the event the value of 28 yuan a pair of cotton socks;
☆ who bought during the event where over 258 yuan, 48 yuan to send the value of a fine roller pen;
☆ who bought during the event where over 368 yuan, 100 yuan fine to send the value of a laptop trio;
☆ who bought during the event where over 488 yuan, 138 yuan to send the value of a leather belt;
triple hi, will receive a VIP card, customers who purchase occur, the top 50 gift VIP Card, registration became permanent members.
60-120 square meters for the opening of flagship stores or chain-HI program:
a heavy hi, door pregnant:
into the store that is presented souvenirs (or by leaflets to gifts DM)
1-3 yuan
gifts such as lighters, thin notes, ballpoint pens, key chains, playing cards, etc.
double hi, Maijiu Song
☆ who send any purchase during the event the value of 28 yuan a pair of cotton socks;
☆ who bought during the event where over 258 yuan, 48 yuan to send the value of a fine roller pen;
☆ who bought during the event where over 368 yuan, 100 yuan fine to send the value of a laptop trio;
☆ who bought during the event where over 488 yuan, 138 yuan to send the value of a leather belt;
triple hi, shopping, free raffle
Four hi, will receive a VIP Card:
for the exclusive distributor of the joint implementation of a common network activities
topics is: create a dragon's brand appeal and features consistent with the promotional atmosphere. At the same time, you can use propaganda to attract popular triple rewards and directly stimulate consumers to buy.
Activities: shopping after breaking industry has been the customary mode of sending lottery, winning the first after the consumer launch of the new method. Customers to buy tickets before the shopping, participate in the lottery spot to honor (or the scratch card) activities. The first re-surprise: into the store who have access to equivalent face value of tickets for 30 dollars and the opportunity to receive a special gift on the spot; The second surprise: no matter winning or not, can the equivalent amount of lottery spending in the stores ; third tier surprise: the end consumer will have the opportunity to participate in the raffle held distributor, huge prizes.
1,
pandora beads, distribution scheme: For each person into the store can be a lottery for free
2, lottery explained: FD 2005CD0000001
Featured Long
code lottery numbers
FD 2005CD0000008 C 50 元
equivalent
limited product range
lottery numbers
Long code
Features
3, lottery design: and vice coupons scratch cards in the form of fixed denomination of 30 yuan, the hidden part of each lottery has a corresponding unique serial number (ie lottery number), and the customer the amount won.
4, winning event details
①: First re-surprise: the desire to stimulate customers to buy, to meet consumer herd the cheap consumer psychology, we designed the lottery numbers ending in 1,6,8 can get a small gift, the winning rate of 30 %.
specifically: ending in 1 and 6 of the gift is: Example: Socks
gift is ending in 8: Example: lighter or umbrella
Note: The specific agents by winning mantissa and gifts own, formulate, gifts are not available to the company purchase
②: The second surprise:
A: Each lottery is fixed with a basic value of 30 yuan. Consumers are able to present their tickets at the store equivalent consumption, but consumption is limited to the company's genuine product.
B: To a greater extent to stimulate consumer desire to buy, lottery also set the value of a certain amount of the corresponding hook and apparel categories, and the amount specified as follows:
A class of the corresponding lottery jackets, sweaters, the amount of 50. Forms: A50 Element
B class wool sets corresponding to the West lottery, the amount of 200. Forms: B200 element
C class tickets corresponding to wool sets the West, the amount of 100 yuan. Forms: C100 million
D class tickets corresponding to wool single-west, the amount of 150. Forms: D150 million
E class tickets corresponding to wool single-west, the amount of 100 yuan. Forms: E100 million
A million customers in
lottery, the lottery can enjoy the same amount of jackets, sweaters discount, customers in the B lottery, the lottery can enjoy the same amount of wool sets of the West offers, and so on. Scholarship can be purchased at the same time the higher the value of low-value products, and the high value of the scholarships, low-value consumer products can not.
Note: The lottery is not at par with them the cumulative use.
third tier surprise: the consumer deputy votes retained in the hands of the lottery, will have the opportunity to participate by the end of December 30 raffle held at the distributor, the distributor of the list of winners by Guan media published in local newspapers. Gifts for about 5,000 yuan worth of special prizes, agents can set the number of gifts.
Note: The third re-operability of a strong man to surprise, through newspapers and other media speculation, not only can improve the brand's exposure rate, but also the continuing concern among consumers.
other activities program options: (Refer)
1, bundled promotions: with coffee shops, dry cleaners, movie theaters, discos, KTV joint promotions and other entertainment places
① sales documents by both sides can enjoy 8 discount; ② Both sides share customer resources and activities to bring the impact of brand awareness; ③ shared publicity and planning costs.
2, using vouchers: Where to buy 50 yuan (50 million) per gift vouchers can buy 100 vouchers to send dollars, do not do cash exchange, to set deadlines.
3, welfare vouchers: to all organizations, institutions, agencies and other give away coupons for buy, expand consumer groups.
dealers around the above programs can be characterized according to their own situation and the implementation of self-organization, and strive to make a scientific, effective and reasonable.
Part IV [terminal to create the atmosphere]
First, the principle of creating an atmosphere
1, in close connection with the theme, the formation of subject performance;
2, highlight the grand sense and visual effects;
3, all publicity materials appear brand logo, outstanding performance and stylish dragon culture;
4, with a unified brand vision to appear in the specifications reflect the operation of the brand.
Second, the rally plan
1, around the block
□ stores nearby streets and the urban trunk road standard cloth advocacy;
□ store promotional signage adjacent blocks;
□ business focus areas, key block DM distribution;
2, boutiques
□ set off in front of the balloon;
□ building body hanging a giant vertical color scale;
□ door decorated with balloons and flowers;
□ large posters set up before the store (opening only) one, am opening surprise activities.
3, shop
□ setting up shop and shopping guide welcome Miss.
□ opened a dedicated regional and business promotions promotional units, display activities, promotional materials, gifts and souvenirs, with hand to provide advice, issuing tickets and gifts.
□ store shelves at the top and decorated with balloons and flowers.
□ POP flag hoisted to the top.
□ store posters (new only) publicity.
□ site leaflets released.
Part V [terminal material preparation]
First, integration of materials
1, shop posters: (choose one topic)
new fashion store gift
new fashion store discount on Tim fold increase in gift-giving ceremony
meet fashion store Gifts
Fashion store opening fine points
fine points of a surprise fashion three down
2, hanging flags:
positive theme advertisements, negative, or new market opened down
3, Roll, or X display rack unified theme, with posters unity.
4, a small licensing legislation POP ads were placed in their respective product lines display area.
5, Banner: theme content
6, DM content with the posters, leaflets
7, large inflatable arch (written on the theme), launched balloons, knives flags, flowers, etc.
8, Other: business cards, gifts, VIP, ribbon
Second, the terminal environment
1, the hard environment: display, props and lighting and sound, etc., should be consistent with the theme features dragons brand personality requirements of the terminal, and image information consistent tonal style.
2, Soft Surroundings: Shop Purchasing Guide, cashier, etc., and its grooming, service standards and features such as long should be the brand image of each other.
Part VI [the campaign trail]
a publicity elements
1, promotion time: two weeks before opening. 2 forms of propaganda: this publicity. 3, the advertisements: communicate brand image and opening events and other information.
Second, publicity executive
1, media arrangements: the DM-based (for an appropriate balance between the local Morning News, Daily, Evening News and other types of newspaper), after opening, DM can be placed inside for self.
2, communication channels A, sent minutes Area sent; B, newspaper inserts; C, post.
3, the local television media marquee text ads or static surface;
4, company leaflets, quarterly, enterprise reporting live transmission.
conditions can invite the local media, inviting the military band, lion dance, or fashion catwalk, you can Lingan individual planning.
Part VII [the implementation of activities arrangements]
1, new store opening promotions work sheet
determine promotions
determine promotions
promotion party
case to determine
promotional gifts to determine
Promotion Ceremony
products to determine
terminal public relations promotional package
installation planning
materials, gifts and Statistics
Gifts
Statistics
orders, distribution
store marketing pilot program
Gifts under
single, distributed
promotional tracking
promotion into
process tracking
impact assessment
promotional effect
assessment results
tracking sales monitoring group to oversee
Promotions
Monitoring Group
schedule at-x, x, x, x, x on day-x at x months x days on x-x at x-x month x day x month x day on day-x
2, award design and operation:
with table tennis about 50 oil lines were made in the standard definition of each ball corresponding number or text;
such as: setting up a top award for the corresponding numbers 1,6,8
corresponding numbers for the 2,5,6 prize
corresponding numbers for second prize
3,5,8
third number is the corresponding 8,9,0 (for the greater stimulation of the award, the third prize to the two numbers may be Duijiang 8,9)
then placed in the draw box 40-42 balls, which ①, ⑥ each one, ② two, ⑤ three, ③, ④ of the five, ⑦, ⑧, ⑨, 0 of the six.
according to this ratio, top award winners was 25,000 / 1, winning the first prize was 15,000 / 1, second prize winner was 5000 / 1, the third prize winner was 500 / 1, therefore, Under normal circumstances Grand Prize will not be pulled out, so the real key is to show grand prize features to lure consumers. However, the ratio must be high Fourth Prize, winning more than 20% likely to achieve. And entertainment have such stimulation, increase the number of buyers desire. Of course, the sphere can also use Chinese characters instead of numbers such as: special, color, dragon, new, shop, large, composed of 40-42 Jubilee language instead of a lucky lottery numbers games have another round of fun.
Part VIII [pre-job preparation]
1, thoroughly familiar with the store all the staff the theme of the event, forms, etc.;
2, event, shopping guide, promotional staff, the implementation of responsible persons should be early for duty, the confirmation of the preparations in place;
3, a day before the place of business posters, check other promotional materials, promotional gifts are available;
4, DM or other leaflets placed in the store for self;
5, opening a dedicated regional and business promotions promotional units, and have the person responsible;
6, strict registration Duijiang identity cards, telephone and other details. Duijiang After the exchange of awards to Save the original card, and then reconciled with the stock award, to prevent unauthorized pick up prizes;
7, person responsible for preparing materials: banners, posters, newspapers, promotional gifts, lucky draw box;
8, received after the close of business each day a good image of posters and other images;
9, finishing and timely attention to the holders of VIP data entry consumers to do the record data.
Headquarters:
☆ responsible for all this advertising promotion pictures, posters, roll up, banner, gift packaging design;
☆ store owner is responsible for the coordination of new store opening promotions, implementation, monitoring;
☆ manager responsible for the statistics the number of gifts, gift distribution to track;
☆ distributor or the Area Manager responsible for the implementation of marketing programs, promotional gifts, VIP, opening carpets, pictures, newspapers and other companies to determine;
☆ distributor or Area Manager to end gifts, activities, materials, supervision and implementation, tracking, promotions, guidance, supervision, promotion effectiveness evaluation.
Part IX [promotional process guidance and supervision]
☆ distributor or the Area Manager and responsible for the implementation status of the terminal track promotional gift stores;
☆ owner terminal field in the region responsible for field sales guidance and supervision;
☆ manager on this promotional inventory to control, in time to replenish their stocks to various marketing centers at the provincial level;
Part X [promotion assessment]
promotion evaluation:
☆ distributor or the Area Manager responsible for the promotion of the regional market impact assessment and collection of the franchisee's promotional activities on this feedback, timely feedback to the headquarters of the Ministry of Planning;
☆ distributor or Area Manager on this overall assessment of the effects of opening promotion for the next national promotion to provide strong data;
☆ distributor or the Area Manager for this promotion in the course of discussion of the problems, summarized.
practice shows that the most successful promotions, ideas do not exist in isolation. Agents must be required to create a specific marketing environment, especially the training of sales staff, through the dissemination of promotional information for the clerk to stimulate consumer's shopping enthusiasm.
agents must be pleasing to consumers in the joy of independence and yet the case of the shopping experience complete ecstasy. In order to promote sales and enhance the purpose of popularity, this is the real success of the promotion of creative content.
agents should the implementation details of the promotion in place. For example, do a good job promotions, carefully arranged items and promotional products, promotional items such as hanging.
the implementation of promotional activities, we must have to fully create a winning atmosphere promotional discount multiple hi, to ensure that customers experience the novelty of fashion shopping, shop assistants, sales staff to be good guidance.
the program to guide you in the role, but the flexible use of various agents, as the company's development, this program will constantly updated and improved. Headquarters will provide more detailed implementation plan will be made for the opening of the new distribution of material adjustments and increases, of course, if agents have a new, executable extension, a more scientific and rational program of activities can serve as a resource sharing to improve.
opening for a special form or a large event, we will set up another planning group to conduct the project planning.
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