I. Theme of the event:
"Colorful May Day, Five Surprises"
Second, the date of the incident:
26 April-8 May
Third, the purpose of the activity:
1. Use May Day activities to attract more new customers into the store, thus expanding the customer base and improving the overall turnover of the store;
2. At the same time, through a series of promotional activities, properly guide customers to spend on high value-added projects or multi-projects to increase customer unit prices and profits;
3. Make customers feel good and enhance brand image.
Four. Activities:
Surprise 1: every day before 5, as low as 5. 1 discount.
Perm it if you want. During the activity, the top five customers can enjoy the discount of 5. 1% of the original price of digital perm every day in 380 yuan.
Surprise 2: Spend 168, get 5 1, spend 480, get 150.
One-time consumption 168 yuan (or recharge 200 yuan) to send 5 1 yuan cash coupons;
Give a 150 yuan cash coupon when you spend in 480 yuan (or recharge in 500 yuan) at one time.
Surprise 3: Add "5 1 yuan" = "88 yuan"
During the activity, if you spend 80 yuan (or recharge 200 yuan) and add 5 1 yuan, you can buy the original price of 88 yuan products, that is, 37 yuan Province; You can get a discount on 37 yuan if you buy other hairdressing products above 88 yuan. Please consult the shop assistant for specific products.
Surprise 4: Summer package selection, beautiful and more exciting.
2. The original price of xx scalding 280 yuan +xx dyeing 280 yuan +xx protecting 65 yuan is 625 yuan, and the preferential price of the event is 420 yuan.
Verb (abbreviation of verb) Description of operation rules for active content:
Surprise one explanation:
1. Surprise 1 mainly attracts customers into the store with discounts and creates sales opportunities;
2. Please set the exact xx price and original price according to our actual situation;
3. Ben (male name)
Discounted goods are just an attraction to attract customers into the store. Try not to discount the goods pushed by the shopkeeper. After customers enter the store, they only need to inform them of this activity, and they can recommend higher-end goods or packages to customers.
Note: Some sub-branches with poor business can set up hot projects with certain profits in this way.
Surprise 2 explanation:
1. Surprise 2: Send cash coupons when you are full of consumption, to stimulate customers to spend more or recharge. At this time, sending cash coupons at the same time can attract customers to spend back within two months;
2. Cash coupons with a face value of 5 1 yuan cannot be used for washing, cutting, blowing and special items/packages. You can only use one coupon at a time, and you can't cash out. Can't be used together with other promotions. Valid from May 18, 2008 to July 18, 2008.
3. Cash coupons with face value of 150 yuan cannot be used for washing, cutting, blowing and special items/packages. You can only use one coupon at a time, and you can't cash out. Can't be used together with other preferential activities. Valid from May 18, 2008 to July 18, 2008.
4. Full consumption 168 or 480 refers to the amount when the customer checks out. If the customer can't accept the cash coupons with face value of 150 yuan when sending coupons, he can send three cash coupons with face value of 5 1 yuan instead of the cash coupons with face value of 150 yuan. When customers enter the store to spend money, they will be reminded by the staff in time, and they will be given 5 168 yuan cash coupons when they spend168 yuan or when they recharge in 200 yuan, and 150 yuan cash coupons when they spend in 480 yuan or when they recharge in 500 yuan, so as to thank customers for spending or recharging to the corresponding limit and guide customers to consume high-profit project packages.
Surprise 3 explanation:
1, Surprise III attracts customers to buy 88 yuan products with a discount of 5 1 yuan, and promotes product take-away sales at this time;
2. The specific products are set by each store according to the store situation. Each branch will put the products with the original price of around 88 yuan in a conspicuous position at the checkout counter, and put the explosion sticker of "xx Yuan" on the product packaging. When customers pay the bill in 80 yuan, the receptionist reminds customers that they can add 5 1 yuan to buy products from 88 yuan;
Surprise 4 explanation:
1, surprise four-choice package, in order to strengthen package sales, increase customer unit price or special package to attract customers and increase turnover.
2. The specific package combination and price can be set by each store according to the actual situation of its own stores. Branches with sufficient customers can push high-priced packages, and branches with limited customers can push low-priced packages. 3. Branches that have participated in beauty projects can be conducted in the form of hairdressing+beauty project packages or beauty packages;
4. It is advisable to set 2-3 packages, the concept of which is "Summer Maintenance/Xia Tianmei".
Remarks:
For the above five surprises, each store can choose two surprises as the main push according to the actual operation of the store, and rank the surprises from one to five according to the weight of the main push. in addition
For some branches with few customers and low unit price, you can refer to the following activities to replace one of the above five surprises.
pleasant surprise
Xx: a refreshing summer, value-for-money hairstyle design card 100 yuan /5 times.
Five hairstyles were designed for 200 yuan, and the value-added hairstyle design card 100 was saved.
Explanation:
1, this surprise is attracted by the discount of washing, cutting and blowing cards many times, attracting customers to go back for consumption within a few months after the holiday;
2. The specific price items shall be adjusted by each store according to the actual situation;
3. The hairstyle design card is valid before 10.
Hair design card front and back samples:
Each store can selectively change the contents related to the five major surprises according to the store's situation, and the branch that chooses to send design cards can refer to Shangyi May 1st Promotion Advertising Scheme II for modification and adjustment!
Promotion of intransitive verbs;
1, SMS notification: send SMS reminders 4 to 2 days before the event.
A. SMS content (for members of our store): "Colorful May Day, five big surprises are waiting for you at Shangyi xx Store. If you spend 168, you can get 5 1, and you can also get multiple discounts by serial number. For details, please call 8000008 or visit our store. "
B. SMS content (for external customers): "Colorful May Day, five surprises of Shangyi are waiting for you, you can get 5 1 if you spend 168, and there are multiple discounts, and Shangyi beauty salon chain xx Road xx Store 8000008".
Note: External customers can send SMS advertisements through the mobile/Unicom user platform of the purchase information company.
2. Outdoor scheduling:
A. Release time: 3 days before the event.
B. Location: commercial areas, residential areas and crowded places (such as shopping malls, residential areas, mailboxes, intersections, etc.). ), government departments, enterprises and institutions, large organizations, financial institutions, entertainment venues, universities and other branches around 1000m range.
C. Distribution method: the branch manager leads employees to distribute in large quantities, and the employees supervise the quantity and quality of distribution;
D. Distribution: Hello, we are engaged in the May Day promotion of Shangyi Beauty Salon. There are five surprise offers at this time. If customers are interested, please briefly explain the relevant offers and introduce the specific geographical location of our store.
3. dm single-page clipping:
Contact the newspaper delivery station and choose to put the leaflet page of the promotion activities on the newspaper delivered to the real estate community and residential area within 5 kilometers around the store. (Note: The store has limited customer resources, and the branch that still needs to attract more customers can choose the dm single-page newspaper clipping method, but the newspaper clipping should not choose the "daily newspaper" at the newsstand/newsstand sales point, and it is better to choose the newspaper delivery station for cooperation. )
Seven. Event site layout:
1, door:
1), poster /x-frame: the activity content "x-frame" is placed in a conspicuous place at the door of the store or the activity content poster is hung/posted; (See attachment for details)
2) Banner: Pull a banner at the door with the content of "Colorful May Day, Five Surprises, as low as 5. 1 fold, 5 1 full 168" (it is recommended to use light box cloth for the banner);
First, the cloth banner design effect:
B, the design effect of light box cloth banners:
2. In-store:
1), poster /x-stand: the activity content "x-stand" is placed next to the cashier at the front desk, and the May Day activity poster is hung in a conspicuous position in the store; (See attachment for details)
2) Active products/projects: put the products around 88 yuan in a conspicuous position at the front desk, and the products are marked with the words "88 yuan" or "xxx Yuan".
Eight. Activity training and activity execution requirements:
1. The store manager personally focuses on training, conveying the concept of "five surprises to attract customers' attention" to employees, and then focusing on promoting a certain "surprise content" of our store to customers, so as to ensure that every employee clearly understands the relevant content of the activity;
2 1. Strengthen the promotion concept of employee activities, attract customers with the 515 surprise discount as the focus, and appropriately promote the key activities among the five surprises;
3. According to the contents of the pop poster, the store manager analyzes the operation methods of various surprises with the employees and instructs the employees how to inform the customers of the activities.
4, the manager according to the scheme adjustment, the corresponding training for employees;
5. Select the take-away products that the store manager participated in two days before the activity, and refine the selling points of the products, especially highlighting the maintenance and maintenance that customers need in summer, and refining the selling points of the products. At this time, do a good job in promoting take-away products.
6. Set the business objectives during the May Day activities one day before the manager's activities, and break them down to individuals. At this point, break down the daily general goal of the store. At the evening/morning meeting every day, the supervisor or manager will summarize and analyze the promotion activities of the day/day before, point out the shortcomings, and criticize the completion of the appropriate forms.
Nine. cost budgeting
1, dm leaflet (see attachment for details) printing and production cost: 5000 => 1000 yuan.
2. Printing cost of cash coupons: => 150 yuan.
3. Distribution cost of dm leaflets with newspaper clippings: xx = & gt300 yuan (your own employees can save this fee).
4. Production cost of posters, explosive flowers, X channels and banners: => 200 yuan.