The Secret Of "Full Three Fast Four" In The Promotion Of Local Regional Brand Clothing Franchise

"Slow three" principle:

1. To investigate and analyze key issues, it takes time to understand carefully

There are no two identical areas market Therefore, if any successful or mature regional market operation experience is copied to another regional market for implementation without any modification, the results will be different and the lessons will be profound. The investigation of key issues in the regional market is the key to making the right promotion plan in the regional market.

yes clothing The reason for joining the brand is product popularity, recognition, reputation, etc., or the reason for channel, terminal management, consumer promotion... The complexity of the situation has brought many variables to the design of promotional programs. Therefore, only by identifying the most critical market problems that need to be solved for promotion can we ensure that we will not make products because it is a brand problem; It is a matter of product awareness, but to do popularity; It is the problem of channel and terminal management, but to do consumer promotion.

The problems investigated must be accurate, and must be the most critical problems to be solved in order to improve regional market sales. Therefore, the investigation and analysis work must be rigorous, slow work and meticulous work. It is not allowed to make false judgments due to subjective or some superficial and not deep understanding, leading to the final wrong conclusions, and making all subsequent work deviate from the needs of the facts.

2. Take time to clearly express the promotion elements when designing the promotion scheme

Finding the problem is to solve the problem, which is to design the promotion program. A scientific and rigorous design text of the promotion scheme is a powerful guarantee for obtaining the approval. The direct reason why most of the regional market promotion plans are not approved is that the regional market analysis is not accurate, or the purpose to be solved is not clear, or the promotion content is lack of innovation or chaos, the resource budget is not clear, and there is no organizational management method. The situation is varied, but it is ultimately reflected in the lack of rigorous design of the promotion scheme.

A complete text of "Regional Marketing Promotion Plan" should include: promotion theme; Analysis of key issues in regional market; Promotion purpose; Promotion time; Promotion content; Implementation and management of promotional activities; Promotion resource budget; Evaluation of promotion effect.

If the regional sales manager does not spend more time on the design of the promotion program, or clearly reflect your promotion ideas to the superior, but spends more time waiting for the approval of an ambiguous report, he will miss the market opportunity and lose market share and share.

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3. It takes time for the sales staff of the training project to do strict and detailed training

The promotion program can not be separated from the implementation of regional marketing personnel. It is often said that "three plans, seven execution". Many experiences and lessons tell us that before the implementation of a regional marketing promotion, it is necessary to provide comprehensive and detailed content training for sales personnel.

The author once assisted a customer to launch a new product launch promotion campaign, in which there was a media plan for outdoor banners in the communication of clothing franchise brands. Therefore, we made provisions on the standard information that the banners need to spread, and engraved discs to the relevant market leaders in each region. The information includes: standard characters, standard colors, content, size, etc., but during the implementation of the scheme, In many regional markets, the tragic ending of one banner, one color and one font appeared. This is the result of no special training for relevant personnel. In general, there are differences in occupation, quality and experience between the scheme planner and the executor, so there is a gap in cognition. Therefore, the planner must not expand the things that he thinks are easy to understand or take for granted. Therefore, whether it is a simple, systematic or complicated promotion scheme, when facing different sales personnel and regional markets, we need strict and detailed training before we can import and implement it train It also needs to be comprehensive and thorough, and must not follow suit.

"Fast four" principle

1. Quickly prepare promotion resources and do a good job of resource accumulation

A promotional activity often needs complex resource support, including money resources, human resources, as well as material resources. The material resources are provided by enterprise brands (products) all the year round, and need to be made or purchased immediately. When the designed promotion scheme is approved, these resources need to be prepared in the shortest possible time in cooperation with the relevant departments of the enterprise, and special personnel should be assigned to manage the resources. In many regional markets, after being approved for implementation, the promotion plans were ultimately aborted or failed to be implemented at the best time, mainly because of the delay in the allocation of promotion resources.

How can the regional market improve the allocation speed of resources? * *, Pay attention to the collection and sorting of daily brand (product) promotional materials, such as: various film and television advertising copy tapes of brand products, VI user manuals of clothing franchise brand image, various on-site promotional props, etc; Second, maintain good communication and cooperation with relevant resource management departments of the enterprise; Third, maintain long-term cooperation with one or two local advertising production and agency publishing companies; Fourth, establish a scientific and rigorous promotion resource management system. All these will help to improve the quick preparation of promotional resources.

2. Quickly implement clothing franchise promotion content to quickly stimulate consumers to purchase in the shortest time

The military is of great importance and speed, so is the execution of promotional activities. Most of the regional market promotion activities are aimed at promoting sales in the short term. Since they are short-term behaviors, they focus on stimulating the immediate purchase of target consumers or potential and free consumers. In order to stimulate consumers to buy in a short time, promotional activities must be the strongest voice in brand product promotion, fast and direct, without babbling process. Also, the speed of the competitor's counterattack can never be ignored. When the opponent smells that your action has an impact or threat on him, he will quickly counterattack. Therefore, it needs to be implemented quickly.

Fast implementation of promotional activities requires training of executives, communication of publicity channels and execution sites, site layout, and preparation for possible emergencies.

3. Quickly summarize the key points of clothing franchise promotion * * Time to improve promotion effect

Quick summary and being good at summarizing are essential skills in the implementation of promotional activities. Because regional market promotion is a short-term behavior, we must try our best to improve the promotion effect as soon as possible. However, some problems of promotion can only be found and solved in the process of implementation, so timely summary of promotion activities is the key to find and solve problems, and then improve the promotion effect.

To quickly summarize the promotion effect, we need to pay close attention to the key points of the promotion implementation, develop the party system, and summarize every day.

4. Adjust the promotion content quickly and correct the deviation in time

The purpose of quickly summarizing the results and finding problems is to quickly adjust the promotion content. In general, promotion activities in regional markets are characterized by "small scope, less content, and easy to adjust in time". When a problem occurs in a certain link of the promotion and affects the effect, the regional manager needs to quickly and decisively adjust the promotion content and reasonably solve the impact on consumers.

To quickly adjust the promotion content, it is necessary to ensure that it does not affect the interests of consumers, does not need to re apply for resources, the executive personnel quickly get familiar with the specific content after adjustment, and uniformly do a good job in explaining to consumers.

If the regional market Promotion Compared with a battle, "accurate problem investigation and analysis, thorough scheme design, and detailed team training" are the basis for victory in the battle, while rapid "resource preparation, implementation, summary, and adjustment" are the guarantee for expanding the battle results.

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