Introduction: Promotion is a common means of sales for terminal sales, especially at the end of the year, various sales models are different, so that consumers should not be overwhelmed, but for merchants, regardless of the promotion mode, the first thing to do The job is to promote the dissemination of information, how can we disseminate the promotion information in a timely and effective manner, and achieve the fundamental purpose of the promotion? This is the topic that this article is going to focus on.
On January 6th, the author went to a famous local shopping mall for a night on business trip and found that the Jack Jones counter in the mall is undergoing a 50% discount promotion. Generally speaking, the brand that does not usually discount is hitting all of a sudden. 50% off, the store's passenger traffic should have a big breakthrough, but the author statistics, the event site traffic is not much different from usual. Obviously, the promotion was done, but the merchant did not receive the expected results, not only wasting human and financial resources, but also the confidence of the next promotion.
As we all know, merchants carry out promotional activities, the larger purpose is to attract customers and increase sales. What's the problem? By understanding, the author finds out that the problem lies in the communication of promotional information. As far as Jack Jones's event is concerned, the author, as a fixed old customer of Jack Jones, did not know that Jack Jones was promoting the promotion if it was not by the way to the Liqun shopping mall.
Doing promotions, because the work done in the preparation of the promotion is different, the effect is not the same, especially if the promotion information can not be effectively spread, the customer does not know how you are promoting, and how the merchant achieves the purpose of promotion. We can see that many stores only make notices of discount cards in the store during the promotion. This form makes the promotion effect of the merchants greatly reduced. How can we effectively spread the promotion information and make the promotion better? There are two aspects to the promotion of store promotions: store-in-shop (counter) promotions and single-store promotions.
First, the store in the store promotion how to spread 1. Use the member information member information is divided into: counter member information and the member information of the mall member membership has now become a regular mode of business operations, but the membership of many businesses is only a form I found that in addition to the beauty salon industry's full effect of membership during the promotion, stores in other industries did not fully utilize the profit model brought by the members, especially the clothing stores, which would habitually ignore the promotion activities. The membership group, which is precisely ignored, is a more certain group that is more likely to increase turnover.
The promotion of counters is generally divided into the promotion of shopping malls and individual counters for individual promotion. Remember, when making a promotion plan, you must make good use of the overall membership information of the mall, and you can apply to the relevant departments of the mall to apply for the business category. The target group can use the name of the mall to inform or inform the promotion information in the name of the counter. Through the promotion of the promotion information of such groups, the quantity can be improved quickly and effectively.
[Example] D brand is a clothing store, located in a department store in Shioji City, subject to the headquarters to request discount promotions, because the department store is a high-end department store, the average daily traffic is relatively fixed, in order to effectively spread the promotion information, and where The mall has exchanged member information, selected the age group suitable for its own brand, and in the name of the shopping mall, through text messages, E-mail, and the selected members to carry out this counter promotion activities, the day of the promotion activities, passenger flow, sales Hot, completely achieved the purpose of promotion.
2. Do a good job of three-dimensional communication to inform the promotion card in the store, as much as possible to use the various channels of the mall to promote the promotion, such as shopping mall POP, X display rack display of relevant channels, DM placement of the checkout counter, etc. Promote the spread of promotion and increase the attention and flow of people.
[Example] Aifu clothing is located in the boutique area of ​​Wanda Shopping Mall. When doing promotional activities, as in other businesses, the discount card is placed in the store, but there is no difference between the promotion and the daily traffic during the promotion period. After that, we negotiated with the property side to place the X display rack of the Aifu store promotion at the four main passages, and put the promotion DM at the property service counter for people to take. At the same time, in order to increase the influence, we deliberately interacted with the neighborhood. Luggage and nail cosmetics stores have reached a promotion association, and the form of exquisite small display racks for promotional information will be placed in their stores, and a batch of 15 yuan vouchers will be printed, which will be sent to the customers who consume in their stores. In order to strengthen the temptation; these measures were implemented, the sales in Ives store increased rapidly, and the promotion activities were successfully completed. (figure 2)
3. Do a good job in the network promotion store. Because of its own communication factors, you can use the network promotion method to spread the promotion information. The general city will have the city portal community, you can choose the popular market, or the industry is relatively large. The forum for information dissemination can quickly and effectively achieve low-cost communication.
[Example] French poetry (pseudonym) cosmetics in the promotion of the law, in addition to the regular store atmosphere, specifically to promote the promotion information on the local news portal, use the follow-up, post-signature (will be promotional information After the signature, the form is spread; at the same time, the third-party identity publishes the brand's promotion activities in the forum to attract the attention of the target group. The theme is “Go to the world today, see the poems discountedâ€, “Poetry 8†Folding activities, who have you gone?" and other content of the speculation, quickly ignited the love of beauty on the network, noon and evening after two hours of work, the volume is hot, the organizer expects the target achieve.
Second, the single store promotion how to spread the single store's promotional communication form and the store's store form have many similarities, but because of the different restrictions, the operation of the single store is more flexible, promotional activities spread warm-up It can be controlled in two days to a week, through cruises, DM distribution, event speculation, member discounts and online hype.
Individual stores should pay attention to the following two aspects in the promotion of communication:
1. The promotion weight is very different from the counter brand in the mall. Many of the individual stores do not have high-profile brands, so the promotion of the promotion should be implemented with attractive weights. Some promotions are designed to pass The promotion of a product to drive the overall sales in the store, in this case, must be the sales of promotional products and best-selling products to increase customer unit prices.
2. Doing business atmosphere promotion activities In addition to regular customer communication, you must also do a good job in the atmosphere of the business district, the influence of manufacturing activities in the business circle, to attract customers to the store.
[Example] In order to enhance the popularity of Niu Niu Children's Toys World, a three-day cashback promotion was held. In order to create influence on the activities, in addition to distributing flyers in surrounding communities and business districts, on the day of the event, in the business district where the store is located. On the pedestrian street, there were ten kinds of large-scale electric toy parade. The sky flies, the ground runs, and the whole pedestrian street is attracted. Countless children pull the parents into the store. With the promotion policy, the sales volume is natural. under.
In summary, when conducting promotions, merchants must do a good job of broadcasting promotional activities. Just like the transition from “sitting to business†to “tradingâ€, the spread of promotional activities must also go out and welcome. Otherwise, only Self-entertainment.