"Slow Three Fast Four" Regional Clothing Promotion Tips

1. investigate and analyze key issues and take time to understand carefully.

There are no two identical areas.

Therefore, any successful or mature regional market operation experience without any modification will be copied to another regional market, and the results will be very different and the lessons will be profound.

The key issue investigation in regional market is the key to decide whether the regional marketing promotion plan is right.

It is the reason why clothing brands join. It is the reason of product popularity, recognition, reputation and so on. It is also the reason for channel, terminal management and consumer promotion.

The complexity of the situation brings many variables to the design promotion plan.

Therefore, to identify the most critical marketing problems that need to be solved in marketing, we can not guarantee that we will not make products because of the brand problem; it is the problem of product awareness, and we should do publicity; it is a matter of channel management and terminal management, and do consumer promotion.

The problem of investigation must be accurate and must be the most critical problem to be solved in order to achieve the goal of improving regional market sales.

Therefore, the work of investigation and analysis must be rigorous, slow and meticulous, and must not be judged by subjective or superficial or deep understanding, resulting in the final erroneous conclusion, so that all the work behind is deviated from the actual needs.

2. designing a promotional plan takes time to clearly express promotional elements.

Finding the problem is to solve the problem. This is the design promotion plan.

A scientific and rigorous design plan for promotional activities is a powerful guarantee for approval.

Most of the regional marketing promotions are not directly approved because of the inaccuracy of the regional market analysis, the unclear purpose of the solution, the lack of innovation or confusion in the promotion content, the unclear budget of resources, and the unorganized management method.

The situation is varied, but in the end it is reflected in the lack of preciseness in the design of the promotion plan.

A complete "regional marketing campaign plan" text should include: promotion theme; regional market key problem analysis; promotion purpose; promotion time; promotion activity content; promotion activity execution and management; promotion activity resource budget; promotion activity effect evaluation.

If the regional sales manager did not spend more time on the design of the promotion plan, he did not clearly reflect your sales promotion ideas to the superiors. Instead of waiting for a vague report, he missed the market opportunity and lost the market share and occupancy rate.

3. training project sales personnel need time to do rigorous and meticulous training.

The promotion plan is inseparable from the execution of sales personnel in the regional market.

People often say, "three plans, seven executes".

Many experiences and lessons tell us that before a regional marketing campaign is implemented, it must be given

Personnel do comprehensive and detailed content training.

The author has helped a client to carry out new product promotion activities. Among them, there is an outdoor banner media plan for clothing brand communication. Therefore, we have made provisions on the standard information needed to disseminate banners, and CD-ROM has been handed over to relevant responsible persons in various regional markets. The information includes standard words, standard colors, contents and sizes. But in the process of implementing the plan, there are many regional markets showing a tragic result of a banner with one color and one font.

This is the result of no special training for relevant personnel.

Under normal circumstances, there are differences in career, quality and experience between scheme planners and executors, and there is a gap in cognition.

Therefore, the planners must not enlarge the things that they think are easy to understand or take for granted.

Therefore, whether it is simple or systematic and complex promotion plan, when we face different salesmen and regional markets, we need strict and meticulous training before we can import and execute. Moreover, this kind of training needs comprehensive and thorough, and it must not go further.

"Quick four" principle

1. prepare resources for promotion quickly and accumulate resources well.

A promotion often involves complicated resources support, including money, human resources, and resources. The resources of the product are all provided by the company brand (product) all the year round, and need to be produced or purchased immediately.

When the design promotion plan is approved, these resources need to be prepared in the shortest possible time with the relevant departments of the enterprise, and arrange the special person to manage the resources.

A lot of regional marketing promotions were eventually aborted after being approved, or failed to run at the best time. The main reason was that the timing of the promotion resources was delayed.

How can the regional market improve the speed of resource allocation? *, pay attention to the collection and collation of daily brand (product) publicity materials, such as: all kinds of movie and TV advertising copy strips of brand products, VI Handbook for clothing brand image, various field promotion props, etc. Second, maintain good communication and coordination with the competent resource departments of enterprises; third, maintain long-term cooperation with local advertising companies, and fourth, develop a scientific and rigorous sales promotion resource management system.

All these help to improve the preparation of promotional resources.

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2. fast implementation of clothing affiliate promotion content in the shortest time to stimulate consumers to buy quickly.

Soldiers are expensive, and so are sales promotions.

Most of the promotion activities in the regional market are for the purpose of promoting sales in the short term. Since it is short term behavior, it is particular to stimulate the immediate purchase of the target consumers or the potential and free consumers.

In order to stimulate consumers' purchase in a short time, promotional activities must be the strongest voice in the promotion of brand products, fast and direct, without babbling.

The speed of counterattack of competitors can never be ignored. When an opponent sniffes that your actions will affect him or threaten him, he will fight back quickly.

So we need to implement it quickly.

To carry out sales promotion activities quickly, we need to do well the training work of the executive personnel, do well in the communication work of the propaganda channels and the execution places, do well the layout work on the spot, and make preparations for solving possible emergencies.

Quick summing up and good summing up are the necessary skills in the execution of promotional activities.

Because regional market promotion is a short-term behavior, we must try our best to improve sales promotion effect as soon as possible.

However, some problems of promotion must be discovered and solved in the process of execution, so timely summing up sales promotion activities is the key to finding and solving problems and improving sales promotion effect.

A quick summary of sales promotion needs to be done: pay close attention to the key points of promotion implementation, formulate the evening party system, and sum up the details of the day.

4., quickly adjust sales promotion content, and correct deviations in time.

Quickly summarize the results and identify problems in order to quickly adjust promotional content.

Generally speaking, the promotional activities in the regional market have the characteristics of "small scope, less content and easy adjustment".

When there is a problem in the promotion process, the regional manager has to adjust the sales promotion content quickly and decisively, and reasonably solve the impact on consumers.

The fast adjustment of sales promotion content needs to be done: without affecting the interests of consumers, there is no need to re apply for resources. The executives are quick to familiarize themselves with the specific contents after adjustment, and do well in the specification of consumers.

If the regional market promotion is compared to a battle, then "accurate problem investigation and analysis, careful plan design and meticulous team training" are the foundation for the battle's success, and the rapid "resource preparation, execution, summary and adjustment" is the guarantee for the expansion of victory.