I. Types of clothing promotion plans
With the different purposes of clothing promotion, there are the following different types of clothing promotion plans:
(A) the annual clothing promotion plan
Generally speaking, in order to create the atmosphere and dynamic of the store, we should plan the annual clothing promotion plan on the basis of the annual plan, focusing on the following points:
1, combined with the marketing strategy of that year.
Specialty stores have the closest contact with consumers, and the relationship between companies and consumers depends on the presentation of marketing communication strategies. Launching marketing strategies with different themes every year can more actively establish consumers' recognition of brand image. Therefore, the annual clothing promotion plan combined with marketing strategy will make the brand image stronger and consumers' goodwill towards the brand will increase. At the same time, the combination of marketing strategies can also make the use of resources more concentrated and have lasting benefits. For example, the theme of the annual marketing communication strategy of a leisure clothing store is "community life partner", and the clothing promotion activities held are mainly aimed at the community, showing concern for the community and belief in living with * * *, so the clothing promotion activities of "community leisure competition" are held to unite community feelings and increase the goodwill of community consumers to the store.
2. Consider the performance gap in off-peak season.
Almost any brand will have the characteristics of seasonal trend, and its performance will change to varying degrees. Therefore, this feature should be taken into account in the annual business plan. Of course, the planning of clothing promotion activities must take into account the influence of off-season. In addition to delaying the decline in performance, clothing promotion activities in off-season can also try to increase the awareness of brand image through visual clothing promotion activities. Due to the fierce competition in the peak season, clothing promotion activities are usually aimed at achieving performance.
3. Integration of seasonal characteristics
Festivals include national holidays and non-national holidays. National holidays, such as National Day, non-national holidays, such as Valentine's Day, Mother's Day, Father's Day, etc. In addition, the traditional festivals in China can not be ignored.
4. Annual clothing promotion calendar
The annual clothing promotion calendar takes the annual marketing plan as the strategic starting point and expresses the annual clothing promotion activities in the form of a calendar. The purpose is to make brands fully grasp the key points of annual clothing promotion activities from a strategic perspective, and at the same time plan clothing promotion activities with integrated marketing strategies.
(2) Theme clothing promotion plan
The so-called thematic clothing promotion scheme refers to the clothing promotion scheme with a specific purpose or project, which is most commonly used in occasions such as opening stores, anniversaries, social events and business circle activities.
1, open a shop
The opening of the store represents the development of new access points and the extension of service areas, which is a major event of the store. How many customers can be attracted during the opening period will affect the performance of the store in the future. Therefore, clothing promotion activities are usually arranged during the opening of the store to attract people and stimulate the desire to buy. The operation of the store depends on the maintenance of customers, so customer information is very important. Therefore, the clothing promotion activities during the opening period have to be paid more attention here. May wish to use the opening clothing promotion to leave customer information as the basis for future business circle training.
2. anniversary celebration
Since the store has been opened, there is of course an anniversary, so the clothing promotion activities of the anniversary have become the most frequently hyped topic at present. Although there are anniversaries every year, if we can add more creativity and snacks, we can still get out of the rigid model and create new topics.
3. Social specific events
In addition to sales, specialty stores are also information circulation centers on another level. Therefore, a specialty store must always be sensitive to social events, and it can be used as a topic of small talk when contacting customers at ordinary times, so as to draw closer to each other and build up feelings. When the incident happens, you can also hold clothing promotion activities, which means that enterprises care about society and stimulate purchases to improve their performance.
4. Business circle activities
The operation of retail stores is regional, and the mastery of customers in business circles is the most fundamental way. Although chain stores have the scale benefits of many stores, they cannot do without the basic actions of business circle cultivation, so business circle activities will inevitably become the focus of future regional operations.
(C) clothing promotion plan to make up for the performance gap
Performance is the most important channel for exclusive stores to maintain profit sources, and it also represents the brand's market position under competition. What business people do every day is to ensure the achievement of performance. Therefore, warning points should be set monthly, weekly or daily. If early warning points are found, clothing promotion activities should be used to make up for the performance gap. In order to achieve the goal effectively and accurately, a "clothing promotion question bank" should be established on weekdays, which can be used in any situation. As for the establishment standard of early warning points, it will be different due to the characteristics of various formats and specialty stores, so we may wish to take the normal performance trend in the past as a reference value; The cumulative performance of a store at 6 pm that day is usually 60% of that day's performance. And so on, based on the characteristics of specialty stores, establishing the reference value of early warning points is of great help to the achievement of performance. Of course, the establishment of early warning points cannot be static, and various factors at each time must be considered at any time to meet the benefits at that time.
(D) antagonistic clothing promotion plan
The operation itself is dynamic. In the fierce market competition, specialty stores should be ready to accept challenges at any time. Due to the prosperity of chain stores, the acceleration of competition can be expected. Consumers have long been shrouded in the temptation of clothing promotion, and competitors' clothing promotion activities are likely to drain our customers and lead to a decline in performance. Therefore, the necessary antagonistic clothing promotion activities have emerged. Because antagonistic clothing promotion activities are usually urgent, the available time is relatively short. If a "clothing promotion question bank" can be established on weekdays,
Second, the clothing promotion plan
After the above strategic thinking, the next step is to draw up a clothing promotion plan, including the following:
(1) target audience
Clothing promotion activities held only for a certain type of consumers in order to formulate the most suitable clothing promotion methods.
(2) Theme
The theme setting must be creative and topical. If you can create oral English or advertising language, you can have both advertising effects.
(3) Incentive measures
Incentive refers to the part that consumers get, such as gifts and discounts. The size of the incentive should not only consider the acceptance of consumers, but also consider the burden of enterprise costs.
(4) Participation conditions
The participation condition is to define which consumers can participate and how to participate in this clothing promotion, for example, 300 yuan can participate in the lucky draw when the purchase amount is over.
(5) during the activity.
Activity cycle refers to the setting of clothing promotion cycle, which is determined according to past experience and consumer behavior characteristics.
(6) the use of media
By means of media, the information of clothing promotion is conveyed to consumers through information transmission channels. Because whether the information is conveyed to consumers accurately and immediately will have a considerable impact on the number of visitors during the clothing promotion period, it is necessary to carefully evaluate and select the media.
How to promote clothing stores is a university question. Good promotion will make businesses make a lot of money, but the result of failure can only be the loss of all profits and interests. Then let's see how those fantastic promotion techniques come from.
First, 1% discount
It is common for merchants to have big discounts and auctions, and people will never make a fuss. But some people can come up with the marketing strategy of "1 discount". It's a wonderful idea to sprout new buds from dead wood.
There is a Ginza gentleman suit shop in Tokyo, Japan. This is the first store selling "1 discount", which once caused a sensation in Tokyo. The goods sold at that time were "Japan is good".
The specific operations are as follows: 1. Set the time for discount sales, with 10% discount on the first day, 20% discount on the second day, 20% discount on the third day and fourth day, 60% discount on the fifth day and sixth day, 50% discount on the seventh day and eighth day, 60% discount on the ninth day and tenth day, 70% discount on the eleventh day and twelfth day, 20% discount on the thirteenth day and fourteenth day, and 1 discount on the last two days.
The merchant's prediction is: because it is a surprise sales strategy, the publicity effect in the early stage will be very good. With curiosity, customers will flock to you. Of course, during this discount period, customers can choose the shopping day at will. If you want to buy at the cheapest price, you can buy it in the last two days, but you may have to wait until the last two days to buy what you want.
The fact is that there are not many guests on the first day. If they come, they just look around and will leave soon. From the third day, a group of tourists began to come. On the fifth day, when the discount was 60%, guests flocked to buy it. After that, the guests were full for several days. Of course, before the discount 1
So, did the business lose money? You think, customers are eager to buy their favorite goods, which will cause a chain reaction of snapping up. Merchants use unique ideas to sell all goods at 50% or 60% discount. It's just a psychological tactic of "beating 1 discount". How can businesses lose money?
Second, a commodity.
For merchants who buy new products, nothing attracts customers more than "new". How can I continue writing "new" articles?
There is a Lyle market in Italy, which specializes in selling new products. Some new products are so popular that many customers scramble to buy and sell them. If they can't buy it, they will ask the market to supplement it. The answer they can get is: sorry, we only sell the first batch in this market, and we will replenish it after buying it.
Some customers don't understand this and tell others. But from then on, customers who come here will buy what they like and never hesitate. It is not difficult to see that "giving up love" in Lyle market is a wonderful idea, which can leave a strong impression on customers-all the goods sold here are the latest; If you want to buy the latest goods, you must visit Lyle Market.
This is really a "new" innovative idea!
Third, make money at a loss.
Ito Matsumoto, the former mayor of Matsudo, Japan, was originally a flexible businessman.
When he ran a "creative pharmacy", he once sold the plasters from 200 yuan to 80 yuan. Because the price in 80 yuan is so cheap, the "creative drugstore" has been doing a brisk business these days. Because he sells plasters regardless of blood loss, although the sales of this plaster are getting bigger and bigger, the deficit is bound to get higher and higher.
So, where is the secret of his doing this?
It turns out that people who come to buy plasters almost always buy other plasters by the way, which is of course profitable. Relying on other profits, it not only makes up for the loss of plasters, but also makes the whole pharmacy have an unprecedented surplus.
This idea of "making money at a loss" aims to reduce the price of one commodity and promote other commodities at the same time, which not only attracts customers, but also greatly improves the popularity. What an idea to kill two birds with one stone!