How To Write A Promotional Plan For Children'S Clothing Stores?

How can the sales promotion plan of children's clothing store join to maximize the actual return of sales?

Generally speaking, the following aspects must be carried out step by step.

First, the purpose of promotional activities: to explain the current market situation and the purpose of activities.

What is the present situation of the children's clothing joining the brand in the market?

What is the purpose of carrying out this activity?

Handling inventory?

Sales promotion?

Is it against competitors?

Is the new product listed?

Or enhance brand awareness and reputation?

Only when the purpose is clear can the activity be targeted.

What needs to be emphasized here is that the differentiation between Chinese children's clothing brands is not so obvious as that of adult clothes. Therefore, before implementing the activities, we must find out the difference between the competitors and the brand, even if it is subtle, and finally strive to make the brand's advantages stand out.

Is this activity aimed at all children, parents or children and parents of a specific class in the target market?

How large is the activity control?

Who are the main goals of promotion?

Who are the secondary goals of promotion?

Is it mainly to attract parents to buy or to attract children to buy?

(attention should be paid to this: although children's consumption will eventually be realized through parental purchase, there are great differences between the two points of concern.) the correctness of these choices will directly affect the final effect of promotion.

In this part, clothing alliance mainly solves two problems: identifying the theme of activities and the theme of packaging activities.

Is the price cut?

Price discount?

Gift?

Luck draw?

Gift voucher?

Service promotion?

Demo promotion?

Consumer credit?

Or other promotional tools?

The selection of promotional tools and promotional themes should take into account the goals, conditions and circumstances of the event, and the budget and distribution of promotion costs.

After deciding on the theme, the clothing alliance should try to "drag the tiger skin into a banner" as artistically as possible, and dilute the commercial purpose of the promotion so as to make the activity closer to the consumers and move the consumers.

Generally speaking, children's clothing is a dual consumption group in the face of parents and children. Therefore, for parents, the theme of "environmental protection, health care and intelligence" can be highlighted to a large extent, and for children who are a direct consumer, they are interested in the theme of "fun and fantasy".

What we should attach importance to is that this part is the core part of the sales promotion program. We should strive to innovate, make the activities with shock and exclusiveness, let people really willing to buy your children's clothing products, at least remember your brand characteristics.

The fourth is the way of activity.

This part mainly elaborates the specific way of children's clothing promotional activities.

There are two issues to be considered:

1, determine partners: pull the government backing or hang the media's "sheep's head" to sell their own "dog meat"?

Is the manufacturer acting alone or with distributors?

Or is it a joint promotion with other manufacturers?

To cooperate with the government or the media is conducive to taking advantage of the situation and creating momentum. Children are the future of the motherland and the object of people's care and protection. The government and the media are often willing to make an issue at this point. They can integrate resources with the distributors or other manufacturers, reduce costs and risks, and expand the scale and influence of the whole activity.

2, determine the degree of stimulation: to make the sales promotion successful, we must make the activity stimulating and stimulate the participation of target children, such as children or parents.

The higher the degree of stimulation, the greater the response to sales promotion.

But this stimulation also has marginal effects.

Therefore, we must analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input combined with the objective market environment.

It should be emphasized that this stimulus must be highlighted in public welfare.

The timing and location of promotion activities will be twice the result with half the effort.

Try to allow children or parents to have free participation on time. For example, they may choose 51, National Day golden week or children's day. They should also make consumers convenient (especially children), and communicate with city management, industry and commerce departments in advance.

It is very important not only to launch the promotion campaign's timing and location, but also how long it will last.

Too short duration will lead to no repeat purchase at this time. Many benefits can not be achieved. Long duration will result in too high cost and the market will not become hot and reduce the value of customers.

A successful sales promotion of children's clothing needs a full range of advertising cooperation.

What kind of advertising creativity and expression should be chosen?

What kind of media speculation should be chosen?

All of these mean different audiences' arrival rate and cost input.

There are three parts in the preparatory stage of clothing joining: personnel arrangement, material preparation and test plan.

In terms of personnel arrangement, "everyone has something to do, everything is managed", no blank points and no crossing points.

Who is responsible for communicating with the government and the media?

Who is responsible for the safety of children?

Who is in charge of copywriting?

Who is responsible for site management?

Who is responsible for gift distribution?

Who is responsible for customer complaints?

Every link should be considered clearly, otherwise it will be in trouble and lose sight of it.

Especially when some children participate in activities, occasionally there will be some safety problems. They must be responsible, otherwise they will often hinder the whole activity.

In terms of material preparation, there are no big things, big vehicles, small screws, all of them should be listed, and then they should be checked according to the list to make sure that they are safe.

It is particularly important for clothing to join the company. As the activity plan is determined on the basis of experience, it is necessary to carry out necessary tests to determine whether the promotion tool is correct, whether the degree of stimulation is appropriate, whether the existing way is ideal, especially the children's physical and mental endurance.

The test can be done by asking parents or children's teachers to fill out questionnaires or try out programs in specific areas.

Discipline is the guarantee of combat effectiveness. It is a prerequisite for the perfect implementation of the plan. In the plan, detailed rules for Discipline in all aspects of participation should be provided.

Children are more active. In activities, they may sometimes shift their interests because of interest, so they must emphasize discipline problems before activities.

The scene control mainly arranges the various links clearly, must be busy but not chaotic, orderly, including accident handling, such as child injury.

At the same time, in the process of implementing the plan, we should adjust the promotion scope, intensity, quota and key points in time, and maintain the control of the sales promotion plan.

The continuation of the latter is mainly the issue of media publicity. What media will be followed up for this event?

In what way can publicity achieve or exceed the expected effect?

No interest, no meaning of existence.

Budget for input and output of promotional activities should be budgeted.

The reason why AI VCD's "Sunshine Action B plan" ended in failure was that there was no budget in terms of expenses. Until the activities were launched, it was discovered that the company had no financial support at all.

A good sales promotion is not enough by relying on a good idea. It must also have enough financial support.

Every activity may have some accidents, such as government departments' intervention, consumers' complaints, participants' accidents or even sudden weather changes, and outdoor promotion activities can not continue.

It is necessary to make necessary manpower, material and financial preparations for every possible accident.

Predict what kind of effect the activity will achieve, in order to compare the actual situation with the end of the activity, and summarize the success and failure points of the children's clothing sales promotion from the aspects of the degree of stimulation, the timing of promotion and the promotion media.

The above twelve parts are an overall framework for children's promotional activities.

Of course, in practical operation, we should boldly imagine, carefully verify, analyze and compare and optimize the combination so as to achieve the best results.

With a persuasive and strong activity plan, the company can support your plan and ensure that the plan is executed perfectly, so that the children's Clothing promotion activities will achieve 42 gold price.