Currently on the market various types of underwear chain promotions, in fact, most of them are similar, if the classification from the form and mode, they can be generally divided into regular sales promotion mode and unconventional promotion mode (thematic promotions).
A: conventional promotions
Conventional sales promotion is underwear store usually a mode of promotion, the contents remain unchanged, the general is the discount sales, free trial equipment, buy gifts. Of course, activities and patterns can be constantly changing. How to make new ideas, in fact, is the highest level of conventional marketing.
(A): Features of regular promotion:
1, long-term or regular. Regular promotions generally last a long time, such as a product called sore spirit in the pharmacy in front of a free trial for two years to do promotions;
2, fixed. Fixed locations and fixed time, which is the most prominent performance of regular promotions, regular promotions even in some companies where there is no promotion.
3, quick-impact. Regular promotions to achieve the effect is often "see the knife," sales, but the late effects and influence are not good.
4, on-site notice. Conventional promotions generally use promotional POP, display cards, posters, staffing, etc. to inform the promotional content, rather than to be announced in the mass media.
(B): the scope of application of conventional promotional activities:
Suitable for operating groups: Weak economic strength of SMEs and small and medium-sized agents, underwear chain.
Suitable for operating products: new products or the old product market to compete with similar products;
Suitable for operating terminals: shop counters, clerks have been trained or have salesmen stationed, passenger traffic.
(C): General promotional points:
1, terminal building is the basis for regular promotions
Market terminals as a regular base for promotion, if the base is not solid, so certainly not worth the promotion. Before doing regular promotions, underwear chain stores need to do three things.
Hard Terminal Construction: Packaging all the products stores, forming a unified color vision. Once done in this area is relatively good and a popular product can be adopted eye mask is a model of hard terminal building.
Soft terminal building: training and maintenance staff love the relationship between passenger is often easy to overlook one aspect of chain stores and lingerie to join shop requires the support of the manufacturers, to establish a more comprehensive terminal training system to improve front-line sales team force.
Business, promoters of the fixed-point construction: the salesperson or promoter fixed-point, which is also a chain of management innovation proposed a way, in the author of the enterprise marketing system due to respected "base management system," and become market management One of the bright spots of implementing the strategy of "building a nest and inviting phoenixes" is that the sales volume of the market has gone up, the sales income of promoters has gone up, and the excellent promoters will soon be brought together.
2, conventional marketing needs point combination
Do regular promotions chain, the first need to consider the appropriate promotion point, everyone promotion, every family has promotions, will only divert energy, material and financial resources. Chain stores choose the right point of sale can only be selected from the effective terminal, do not unilaterally think a certain store sales increase or no sales, go make engage in promotion. "Dead water fish" This is also a market experience. With a suitable point of sale, and through a detailed schedule of regular promotions to all promotional points involved in promotional arrangements and implementation, evaluation of results, sales statistics, exchange of experience and other information analysis, the chain can be the entire A general understanding of the market level, and timely make promotional adjustments and co-ordination arrangements.
3, grasp the timing and cycle
Some new products in the market when the chain, the general outreach conventional promotions, quickly introduced to buy a few donated a few preferential spending measures. In fact, a little analysis, the result will be very different from the original intention of the chain, because the chain's idea is to buy a few donated by how quickly allow consumers to accept new products, product sales achieved a breakthrough, but in fact the result, consumers will not only not Indifferent to such activities, unable to make an attempt to purchase, and he will also question the price and quality of newly launched products. This is obviously the chain did not take into account the timing of promotions when doing regular promotions. Choose the right time, the reasons for promotion and promotion cycle, which is the chain in the development of conventional marketing strategy should seize the three priorities.
Two: unconventional promotions
Unconventional promotion mode (also known as the theme of promotion), but also a chain often participate in a promotional activities. Such promotions are generally first by the manufacturer to determine the program of activities, themes, size, form, and then by the chain responsible for the implementation or self-implementation. Unconventional promotional activities, the small number of large-scale operation, the impression of consumers is also deeper, the market can have a profound impact on long-term sales, so once manufacturers come up with a more viable operation of the program, Many chains are willing to follow a stroke.
(A): Features of unconventional promotions:
1, guidance. When operating unconventional promotions, there is usually an activity program proponent who gives full guidance to the chain in terms of program operations, procedures, size, media coverage, etc.
2, thematic. Unconventional promotions generally want to impress the minds of consumers. Therefore, the event manager will present an attractive theme and slogan throughout the event to attract more people's attention. If a manufacturer of thematic activities proposed "calcium needs calcium insurance".
3, timeliness. Unconventional promotions will have a certain period of activity, "not expired," the timeliness of unconventional promotions is also an important feature to attract the attention of the audience.
(B): non-conventional promotional applications:
Suitable for operating groups: Dazhong Xiao enterprises and chain stores for the operating cycle: suitable for stage promotions, with a certain interval of time, usually month, quarter, half a year, year interval;
Suitable for operation: large outdoor areas or supermarkets, but also in the form of promotional outlets to the overall layout.
(C): unconventional promotional activities Note:
Unconventional promotions are relatively more complicated than regular promotions, and the chain needs to be considered in terms of cost, negotiating venues, promotion teams, after sales service, media interaction and promotional material support.
Prior to doing unconventional promotions, chains should understand what consumers are thinking about during the recent period, buying preferences showing what they are consuming, what aspects of the consumer and promotional information they receive, and so on.
It's even more exciting for consumers to think about the theme of a promotion that suits their tastes.
For purchase preferences, the development of additional benefits to meet consumer preferences and preferences of the promotional discount measures, consumers can win a long-term trust in the heart.
For the current popularity or similar promotional information, promotional content and theme in the form of innovation, it is possible to form a new spread.
Do unconventional promotions, we should always observe the dynamics of the market and competing products, and according to competing products to promote interception introduced countermeasures.
Three: supplier promotion and chain promotion
Promotion can also be divided from the promotion side: divided into supplier promotion and chain promotion.
(A): supplier promotion
Supplier promotion refers to the fact that suppliers affix special or discount logos, premiums, or special discounts on packages of goods sold at selected retail or supermarkets.
The costs paid by suppliers to chains tend to be directly related to the promotion of their products, and then the method of paying fees gives the suppliers some dominance in marketing their own products, especially in the chain's promotion programs and activities Planning is not yet meticulous and proficient, the dominant store sales dominate more in the hands of suppliers;
The usual promotion methods that suppliers want to expand are:
1, to assist in the sale of special sales (with return conditions).
2, focus on the area of ​​commercial advertising.
3, explicitly in the advertising on the brand advertising commitment to bear the cost and focus on the display of goods and financial assistance brand advertising costs.
4, store advertising materials (photos and original illustrations).
5, plans to implement a substantial sales price.
(B): chain promotion
Chain stores in the form of flexible and diverse promotions, because it is often implemented in the sales scene, targeted, direct stimulation of the site to buy, is the chain of promotional tools commonly used. At present, the more common are the following:
(1) Prize sale. The more you buy, the bigger your chances of winning.
(2) Buy one get one free. Gifts can be the same kind of goods, or series of products, but also unrelated to other goods, but the value of gifts is generally lower than the purchase of goods.
(3) sales discount. The more you buy the cheaper to stimulate large purchases.
(4) Rangli sales. Mainly backward, outdated goods or factory direct sales none other products, pay attention to the branches to coordinate actions to maintain the same price, so as not to tearing up each other.
(5) return the loan. Choose a lucky customer every day or holiday, or select a day every quarter as lucky day, return the purchase price, stimulate customer purchase desire.
(6) issue discount card. Mainly for the purchase of a certain amount of customers, card shopping can enjoy a certain percentage of price concessions. Discount cards are equally valid at all branches of the chain.
(7) live show. For new products, counters are set up in the store to showcase their functions, introduce ways to use them, and stimulate consumer interest in new products.
(8) free tasting or trial. For the new packaging, the new flavors of food allow customers to taste for free, while other new products are free trial, in order to encourage customers to use new products, thereby creating the desire to buy, as many chain beauty counters perfume counters are free trial.
(9) Trade-in. Chain stores must be combined with the manufacturers to complete, that is, a store for sale of a TM to trade, the larger the difference can be paid by the customer to pay some price.
(10) transaction printing. Uniform printed by the chain stores, presented to customers in the sales, customers will be accumulated to a certain amount of printing, which can be a branch to receive a certain amount of cash or in kind.
(11) special price packaging, is actually a discount method of sale, that is, the packaging of goods that part of the package free of charge, such as containing 10 crayons of goods bags, indicating 5 free. However, to ensure that the goods "good quality and good" image, businesses should be careful with this method.
Photo frame,Metal sign Co., Ltd. , http://www.topfine-homedecor.com