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This activity planning is a guiding project planning for the opening and promotion of a new clothing store. Under the premise of this outline, dealers can make appropriate adjustments according to the characteristics of local store size, culture, customs, seasons, competitive environment and consumption habits, but the basic principles of planning projects cannot be changed.
As a brand monopoly system, how to ensure "success in the first battle" is the primary problem in the opening of new stores. In order to solve the problem of successful opening, we must adopt the layered method of "popularity-business atmosphere-business opportunity", that is, we should go through three steps in concept: stimulating popularity, creating business atmosphere and precipitating business opportunities. There are three main ways to stimulate popularity: etiquette measures, celebrations and news propaganda. To create a business atmosphere, we must closely focus on "sales = number of transactions?" The formula of "guest singular number" makes a big fuss about festive concepts such as concierge, member, luck and entertainment. Precipitating business opportunities can be achieved through "buy low and send high, and extend the transaction". By integrating the above three conceptual steps and implementing the planning in the same time and space, the opening of the specialty store will reflect the effect of popularity, surprise and word of mouth, and at the same time, it can greatly increase sales.
The first part [the purpose of opening a new store]
Promotional activities are generally accepted by consumers, and clothing stores are people's industries. Therefore, the promotion strategy of clothing stores must be people-oriented and conform to the principle of win-win for consumers and enterprises. However, the core contradiction of promotion focuses on the problem of "sales-gross profit-customer income". Therefore, the opening of the new store of Featured Dragon must be based on "giving up gross profit, ensuring passenger flow and sales volume" and ensuring "popularity".
1. Gathering merchants: If enough people flock to the shopping malls in the business district, there will be various merchants, and the formation of merchants will inevitably provide the greatest possibility and probability for various business opportunities in the future business district. Business spirit can be said to be a good transition of "business opportunities".
2. Extending business opportunities: To some extent, the final formation of business opportunities is the result of strong "popularity", and business opportunities will not arise for no reason. In the process of brand consumption, the thickness and strength of "popularity" greatly affect business spirit and business opportunities. If there are business opportunities, it will definitely have a good impact on the brand itself, and it will play a final role in increasing the sales of specialty stores and expanding their influence.
3. Spreading brands: Each brand has a different characteristic culture. It is a key step for consumers to identify brands by transmitting enterprise and product culture. The atmosphere of the shop, the collocation of display, the ornament of ornaments, the unique purchase point of products and the fashionable style are the basic elements for consumers to identify brands.
Part II [Behavior of Opening a New Store]
As a propaganda act of a newly opened clothing store, the purpose is to launch the first battle to expand popularity in this region, and it must have the characteristics of high grade, scale, style and high influence, so as to lay a good foundation for building a platform to rapidly enhance popularity. Therefore, the requirements of opening activities must show characteristics: (1) distinctive fashion; (2) easy to identify; (3) easy to spread; (4) influence; (5) Cheerful, etc.
Its main behaviors are:
(1) informality: systematically inform and publicize the store address, new store attributes and brand culture, and convey the first information to consumers;
(2) Impact: the first activity of opening a new store is used to convey the connotation and product characteristics of the store to consumers; With the help of the above news hotspots, the trust and recognition of potential consumers to the store will be enhanced.
(3) Promotion: The relationship between sales and purchase of promotional goods is not necessarily obvious. The main purpose is to let consumers feel the goods through new channels, so as to carry out appropriate promotional activities, attract consumers' attention as much as possible, stimulate their desire for consumption, and make a good impression after the first contact.
(4) Visualization: through the opening activities of new stores, the popularity will be rapidly enhanced, the desire to buy will be injected into potential consumers, the ability will be enhanced in the minds of consumers, and opportunities will be provided for occupying the market.
Part III [Detailed Rules for Activities]
I. Theme of the event:
New shops, new gifts and new fashions.
Fashion, discounts and gifts have been added to the new store.
A new fashion store is a good gift for meeting each other.
The new store opened, exquisite and fashionable.
Second, the activity time:
Activity cycle: from the opening date 10 days (the key is the first 5 days)
Choose Saturday or Sunday, preferably a holiday.
Third, the activity object:
Men from all walks of life aged 25-40;
This activity will also attract some women's consumption through promotional gifts's choice.
IV. Activities: (Shopping Chain)
Happy opening series plan suitable for 40-60 square meters stores.
Double happiness, the door is empty:
Give exquisite dragon souvenirs (DM flyers can also be given) when you enter the store.
Such as 1-3 yuan gift lighters, post-it notes, original beads, key rings, poker, etc.
Double happiness, that is, buy and send (the amount of money bought and the gifts given are customized by the specialty stores):
☆ When shopping during the activity, give a pair of cotton socks worth 28 yuan;
☆ If you buy over 258 yuan during the activity, you will get a beautiful ballpoint pen from 48 yuan;
☆ During the activity, a set of exquisite notebooks with a value of 100 yuan will be given to anyone who purchases over 368 yuan;
☆ During the activity, if you purchase over 488 yuan, you will be given a belt with a value of 138 yuan;
Triple happiness, get a VIP card, where customers have purchased, the top 50 will get a VIP card after registration and become permanent members.
Open a series of happiness schemes suitable for 60- 120 square meters specialty stores or flagship stores;
Double happiness, the door is empty:
Give exquisite souvenirs (or DM leaflets) when you enter the store.
Such as 1-3 yuan gift lighters, post-it notes, original beads, key rings, poker, etc.
Double happiness, buy and send
☆ When shopping during the activity, give a pair of cotton socks worth 28 yuan;
☆ If you buy over 258 yuan during the activity, you will get a beautiful ballpoint pen from 48 yuan;
☆ During the activity, a set of exquisite notebooks with a value of 100 yuan will be given to anyone who purchases over 368 yuan;
☆ During the activity, if you purchase over 488 yuan, you will be given a belt with a value of 138 yuan;
Triple happiness, free lottery for shopping
Four times happiness, get a VIP card:
Suitable for activities of cooperation between general agent and monopoly outlets.
Theme Description: Create a publicity atmosphere consistent with the brand demands of characteristic dragons. At the same time, it can attract popularity through the propaganda of triple rewards and directly stimulate consumers' desire to buy.
Activity mode: Break the traditional mode of giving away lottery tickets after shopping, and introduce a new way of winning first and then spending. Customers buy lottery tickets before shopping and participate in the lucky draw (or scratch prize) activities cashed on the spot.
The first surprise: anyone who enters the store can get the equivalent lottery ticket with a face value of 30 yuan, and have the opportunity to get a beautiful gift on the spot;
The second surprise: whether winning or not, lottery tickets can be spent in shops with the same amount; The third surprise: consumers will have the opportunity to participate in the lucky draw held by the general agent at the end of the year, with rich prizes.
1. Distribution scheme: Anyone who enters the store can get a lottery ticket for free.
2. lottery ticket explanation: FD 2005CD000000 1
Lottery number
Characteristic dragon code
FD 2005CD0000008 C 50 yuan
Equivalent amount
Limited product category
Lottery number
Characteristic dragon code
3. Lottery design: The front and back coupons are scratched in the form of fixed denomination 30 yuan, and the hidden part of each lottery ticket has the corresponding unique serial number (lottery number) and the winning amount of the customer.
4. Details of award-winning activities
①: First surprise: In order to stimulate customers' desire to buy, and satisfy consumers' psychology of conformity and petty gain, all the lottery numbers with the mantissa of 1, 6 and 8 can get a small gift, and the winning rate is 30%.
Specifically, the gifts ending in 1 and 6 are socks.
Gifts with suffix 8 are: such as lighters or umbrellas.
Note: The specific winning mantissa and gifts can be made by the agent. If the number of gifts is not enough, you can buy from the company.
②: The second surprise:
A: Every lottery ticket has a basic fixed value, 30 yuan. Consumers can spend the same amount in the store with lottery tickets, but the consumer products are limited to the company's genuine products.
B: In order to stimulate consumers' shopping desire to the greatest extent, there is a certain amount of lottery tickets corresponding to clothing categories. The specific provisions and amounts are as follows:
Class A lottery tickets correspond to coats and sweaters, and the amount is 50 yuan. Form of expression: 50 yuan
Class B lottery tickets correspond to all wool sets, and the amount is 200 yuan. Form of expression: B200 yuan
Class C lottery tickets correspond to wool-like sleeves, and the amount is 100 yuan. Expression: C 100 yuan
Class D lottery tickets correspond to wool slips, and the amount is 150 yuan. Expression: D 150 yuan
The E-type lottery ticket corresponds to the wool-like list, and the amount is 100 yuan. Expression: E 100 yuan
If customers win the lottery, they can enjoy the same discount on jackets and sweaters as the lottery, and if they win the lottery, they can enjoy the same discount on all-wool suits, and so on. At the same time, low-value prizes can buy higher-value products, while high-value prizes cannot consume low-value products.
Note: the face value of lottery tickets cannot be used cumulatively with it.
The third surprise: consumers will have the opportunity to participate in the lucky draw held by the general agent at the end of 65438+February 30, and the winning list can be announced by the general agent in the local newspaper through Guan Gong media. The gift can be a special prize worth about 5000 yuan, and the agent can set the number of gifts by himself.
Note: The third surprise is operable, which can not only improve the brand's exposure, but also attract consumers' continuous attention through the hype of newspapers and other media.
Alternatives to other activities: (for reference)
1, bundled promotion: joint promotion with coffee shops, dry cleaners, cinemas, discos, KTV and other entertainment occasions.
① Both parties can enjoy a 20% discount with the sales documents; ② Both parties * * * enjoy the brand promotion impact brought by customer resources and activities; (3) * * * Including publicity and planning expenses.
2. Use of vouchers: RMB vouchers can be given when shopping in 50 yuan (including 50 yuan), and RMB vouchers can be given when shopping is over 100, without cash exchange, and the time limit can be set.
3. Welfare coupons: issue coupons to various groups, units and institutions. Strive for group buying and expand consumer groups.
Distributors around the country can organize and implement the above scheme according to their own conditions and characteristics, and strive to be scientific, effective and reasonable.
Part IV [Building the Live Atmosphere of Terminal Building]
First, the principle of creating an atmosphere
1. Closely combine the theme to form the theme expression;
2. Highlight the sense of grandeur and visual effects;
3. The brand logo appears in all promotional materials, highlighting fashion and dragon culture;
4. Appear in a unified brand visual image, reflecting the norms of brand operation.
Second, campaign planning
1, surrounding blocks
-Publicity of streets near shops and main roads in the city;
□ The store will publicize the signboard near the street corner;
□ DM distribution in commercial concentrated areas and key blocks;
2. Outside the store
□ Set up a balloon in front of the door;
-building hanging huge color vertical standard;
□ The door is decorated with balloons and bouquets;
□ Set up a large-scale theme poster (special for opening) in front of the store to announce the opening surprise activities.
3. In-store
□ Welcome guests and shopping guides are set in the store.
□ Set up the opening publicity area and business publicity desk, display promotional materials, gifts and souvenirs, designate special personnel to provide consultation, and distribute lottery tickets and gifts.
□ The store top and shelves are decorated with balloons and bouquets.
□ Hang the POP flag at the top.
□ In-store theme poster (special for new products) promotion.
□ On-site leaflet distribution.
The fifth part [terminal material preparation]
I. Material integration
1, theme poster outside the store: (choose a theme)
Xindian xinlixin fashion
Fashion, discounts and gifts have been added to the new store.
Fashion new shop Hao Li Xiang Jian
New store opening, exquisite and fashionable.
Dianjing fashion Sanjiang Jingxi
2. Signs:
Positive theme advertising words, negative opening or new product listing.
3. The theme of the event should be unified by Yi Labao or X-frame, and unified with the poster.
4. Small permanent brand POP advertisements are placed in the exhibition area of their respective product series.
5. Banner: Event theme.
6.DM leaflets are the same as posters.
7. Large inflatable arch (with active theme), lift-off balloon, knife flag, flower basket, etc.
8. Others: business cards, gifts, VIP cards and ribbons.
Second, the terminal environment
1, hard environment: display, props, lighting and sound, etc. , should meet the requirements of personalized theme terminal of characteristic dragon brand, and be consistent with the style and tonality of image promotion.
2. Soft environment: shopkeepers and cashiers of specialty stores, their gfd and service standards should complement the brand image of Featured Dragon.
The sixth part [publicity]
First, the propaganda factor.
1. Publicity time: two weeks before opening. 2. Form of publicity: notification of publicity. 3. Publicity content: convey information such as brand image and opening activities.
Second, publicity and implementation.
1. Media arrangement: DM as the main media (local morning newspapers, daily newspapers, evening newspapers and other newspapers can be considered appropriately). After opening, DM can be put in the store for customers to take.
2. Publicity channel A. Send personnel to send by region; B, newspaper folder; C, by mail.
3, local TV media rolling subtitles or static text advertising;
4. Company leaflets, quarterly magazines and enterprise newspapers are mailed on the spot.
If possible, you can invite local media to report, invite military bands, lion dances or fashion catwalks, and plan independently.
Part VII [Activities Implementation Arrangement]
1, new store opening promotion plan work schedule
Determination of promotion plan
Determination of promotion plan
initiator
Case judgment
Promotional gifts has confirmed.
Promotion ceremony
Pinding
Terminal publicity planning
Promotion package
Installation planning
Statistics of materials and gifts
gift
statistics
Ordering and distribution
Shop promotion pilot scheme
Li xianxia
Single, distributed
Promotion tracking
Promotion promotion
Process tracking
Effect evaluation
Promotion effect
Guo evaluation
The promotion supervision team tracked and supervised the whole process.
Promotion plan
Supervision team
Timetable x month x day -x day x month x day -x day x month x day -x day x month x day -x day x month x day -x month x day x day x month x day -x day.
2, reward design and operation method:
Use about 50 ping-pong balls and mark the corresponding numbers or characters on each ball with an oil pen;
For example, the number corresponding to the grand prize establishment is 1, 6, 8.
The numbers corresponding to the first prize are 2, 5 and 6.
The numbers corresponding to the second prize are 3, 5 and 8.
The numbers corresponding to the third prize are 8, 9 and 0 (in order to increase the excitement of the prize, the third prize can be exchanged with the numbers of 8 and 9).
Then put 40-42 balls in the lottery box, including ①, ⑥, ②, ⑥, ③, ④, ⑥, ⑧, ⑨ and 0.
According to this ratio, the winning rate of the grand prize is 25000/ 1, the winning rate of the first prize is11,the winning rate of the second prize is 5000/ 1, and the winning rate of the third prize is 500/ 1. Therefore, generally speaking, the proportion of the fourth prize must be high, and the probability of winning the prize should reach more than 20%. This is both entertaining and exciting, which increases the buyer's desire to buy. Of course, the number of the sphere can also be replaced by Chinese characters, such as: special, color, dragon, new, storage, big, jubilee and so on. And 40-42 auspicious words can be used instead of numbers for lottery games, which also has another flavor.
Part VIII [Preliminary Work Preparation]
1. All employees in our store are very familiar with the theme and form of this activity;
2. During the activity, shopping guides, promoters, executive directors, etc. Arrive at the post in advance to make sure everything is ready;
3. Place theme posters before business every day to see if there are other promotional materials and promotional gifts;
4. DM or other leaflets are placed in the store for customers to collect;
5. Set up a business promotion activity area and a business publicity desk, with a special person in charge;
6. Strictly register the ID card, telephone number and other detailed information of the depositor. After redemption, the original card should be saved for redemption, and then reconciled with the prizes in stock to prevent the prizes from being taken away without permission;
7. Special person is responsible for material preparation: banners, posters, newspapers, promotional gifts and lottery boxes;
8. Put away image pictures such as theme posters after business every day;
9. Pay attention to sorting out and input the information of consumers holding VIP cards into the computer for filing in time.
Headquarters provides:
☆ Responsible for the design of all advertising pictures, posters, Yi Labao, banners, gift packages, etc. This promotion;
☆ The store manager is responsible for the coordination, implementation and supervision of the new store opening promotion plan;
☆ The manager is responsible for counting the number of gifts and tracking their distribution;
☆ The general agent or regional manager is responsible for the implementation of the promotion plan and the determination of promotional gifts, VIP cards, opening carpets, picture books and corporate newspapers.
☆ The general agent or regional manager shall supervise the implementation of terminal gifts and activity materials, follow up, guide and supervise the promotion activities, and evaluate the promotion effect.
Part IX [Guidance and Supervision of Promotion Process]
☆ The general agent or regional manager is responsible for tracking the implementation of terminal stores in promotional gifts;
☆ The store manager is responsible for on-site guidance and supervision on the promotion of the terminal market in this area;
☆ The store manager controls the inventory in promotional gifts and supplements it to the provincial marketing centers in time;
Part IX [Evaluation of Promotion Activities]
Promotion evaluation:
☆ The general agent or regional manager is responsible for evaluating the promotion effect of the local market, collecting the feedback from franchisees on this promotion, and feeding it back to the planning department of the headquarters in time;
☆ The general agent or regional manager will evaluate the promotion effect of this opening as a whole, and provide powerful data for the next national promotion;
☆ The general agent or regional manager will discuss and summarize the problems existing in the implementation of this promotion.
Most successful sales promotion practices show that creativity does not exist in isolation. Agents must create a specific promotion atmosphere as required, especially training promotion personnel, so that shop assistants can stimulate consumers' shopping enthusiasm by spreading promotion information.
Agents must let consumers complete the selfless shopping experience in a happy and pleasant way without losing their autonomy. Only in this way can we achieve the purpose of promoting sales and enhancing popularity, which is the real connotation of successful promotional creativity.
The agent should put the implementation details of the whole promotion in place. For example, carefully prepare sales promotion, carefully arrange goods and promotional items, and hang promotional materials.
In the implementation of promotional activities, we should fully create a promotional atmosphere with prizes, discounts and multiple joys, and ensure that customers experience the freshness of fashion shopping. Shop assistants and promoters should be good at guiding.
This scheme plays a guiding role and the agent can use it flexibly. With the development of the company, the scheme will be constantly updated and improved. The headquarters will provide more and more detailed implementation plans, and will also make new adjustments and supplements to the distribution of opening materials. Of course, if the agent has a new, executable, more scientific and reasonable activity plan, it can be improved as a resource.
For special opening forms or large-scale activities, we will set up another planning team to plan the project.