Interpretation Of Brand Shoe Store Promotions

With the constant refinement of market channel operation, the importance of franchised stores is obvious. Especially in the shoe and clothing industry, monopoly stores have long been monopolized. But with the rapid development of franchised stores, the market competition is also fierce. The most significant thing is the means of promotional activities.

So, how should we do promotional activities for shoes and clothing stores? Discount And send things, often do not make any effect, where does the problem appear again?

A good one. Shoes and clothing store To promote sales activities, first of all, there is a clear purpose, why do we need to promote sales? Is it to create brand, or to improve sales, or to deal with old products, or to create reputation? Different purposes have different manipulations and ways of expression.

Usually, there are three common purposes of promotion in footwear industry: 1, brand building; 2, developing and consolidating consumer groups; 3, handling inventory.

1, brand building. Brand is the main purpose Sales promotion Usually by the company or region (large area) unified planning, holidays such as: 51, eleven, new year's day, Spring Festival and other major festivals. Promoting sales in these holidays is conducive to a wider range of target customers' consumption, enhancing brand concern and influence.

2, develop and consolidate consumer groups. In today's fierce market competition, many promotions only focus on sales feedback, and there is no clear consumer group to take targeted measures. Many of them are prone to waste of resources and poor promotional results, that is, output is not welcome. The promotion of return consumers is also varied. First, the consumers who are clear about the return are mainly: 1, the old customer groups of the brand, 2, the new customer groups to be developed.

Generally speaking, the promotion and consolidation methods of the old customer groups are more common, such as holiday greetings, telephone calls, SMS greetings, VIP cards to enjoy various activities, members to give preferential treatment. The new customer group to be developed for quasi target positioning is that with the continuous refinement of market segmentation, the quasi customer consumption groups are becoming more and more coloured and the market capacity is expanding. Therefore, more and more attention has been paid to various manufacturers. This is not only a new growth point, but also a new consumer market. At the same time, it also brings new challenges to our sales promotion.

3, deal with inventory. This brand shop is like a double-edged sword. If we do inventory promotion, we will have a direct impact on brand and so on. In recent years, there are many ways to deal with brand shoe clothing inventory. Some in the relatively good outlets and shopping malls in a certain area set up brand discount stores and handle counters, and turn the products which are harder to sell in the market to the brand discount stores and handle the counters. For example, in particular, sandals are officially listed in mid April of each year. If goods are not moving in May, they should be considered to push the brand discount stores and deal with counters to avoid inventory. In addition, some low-end brand products use the exhibition and village fairs to deal with the inventory. Some manufacturers turn the larger inventory to the export price at a lower price at once, which may be a bit of a loss, but save time and effort and save worry.

Although implementation is the last step, it is the focus of the whole sales campaign. If a good sales promotion creative activity is not carried out well, the result will be greatly reduced, and even "accompany the lady and fold the soldier". In particular, the footwear industry can be said that 30% depends on planning and 70% on execution.

Then, how can we achieve a good sales promotion effect? According to the characteristics of shoes and clothing stores, we must do the following four main tasks: 1, prepare sales promotion materials; 2, terminal sales personnel training; 3, promotion site supervision in place 4, promotion campaign assessment.

Prepare sales promotions. Because the promotion theme needs a media to convey to the target consumer group, so the preparation of publicity materials includes two steps: making, broadcasting and placing. 1, publicity materials production. Usually, the types of production are: television, radio, newspapers, newspapers, pictures, soft texts, hue and so on. For example, the one-sided advertising part needs to emphasize the visual impact, the tone font emphasizes the cool color in summer and the warm color in winter, and so on, while the soft part is whether the TV, publication, radio or poster, Yi Bao Bao, leaflet and so on need to explain the theme of promotional activities, so that the target customers can see it. 2, publicity and placement of publicity materials. Because there are many types of publicity materials, some of them need to contact the relevant units in advance to do related work. First, sign relevant contracts, such as television, radio, newspaper, banner, etc., to determine the specific implementation time, location, content and so on. Secondly, poster, Yi Bao Bao, leaflets and other materials need to be distributed and placed before promotional activities.

Terminal sales staff training. Terminal sales personnel are the image of manufacturers directly facing consumers. Therefore, every time we promote sales activities, we must refine the sales promotion plan, form a unified word, and conduct full staff training for the terminal sales staff, so that everyone can understand the contents of this promotion and uniform. The training contents of terminal salesmen mainly include three parts: the theme of promotional activities and the corresponding execution contents, placement of POP (posters, banners, single pages, etc.), product packaging and display, gift inspection and so on. Specific contents such as: 1, POP (poster, banner, single page, etc.) visual information placement, is for the open area, or at the main entrance of the stream of people, so that consumers can clearly see all or most of the important information. 2, keep a close eye on competitors' reactions. 3, check whether the appearance and quality of display products are damaged or defective. 4. Check shops, shelves, windows and so on. 5, check shop hardware such as lamps, televisions, sound, VCD, air conditioning and other facilities are intact. 6, sales promotion theme and corresponding activity content. 7, simple guide service training, product knowledge and matters needing attention. 8. Work assignment and related responsible persons during the activity.

Promotion site supervision in place. Supervision is whether the distribution of promotional materials on the promotional site is in place, on-site work, adequacy of products and gifts, manpower adequacy, etc., and can be adjusted according to the actual situation, so as to ensure the smooth progress of promotional activities.

Sales promotion evaluation. The success of promotional activities can be very truthful feedback from the store promotion, is also the most direct response to the product brand influence in the local and the operation of the terminal stores. Such as: activities have been carried out, but customers seldom enter or enter the door. This shows that the publicity of this event may not be in place, or the popularity and influence of the brand products need to be improved urgently. If there are many customers in the store, but there are very few actual transactions, it shows that the product structure of the shop is not right and needs to be adjusted.

In addition to the impact of the activity itself on the promotion effect, it also has a direct relationship with the brand awareness, product alignment, salesperson service and so on. We also avoid "eyebrows and beards". Finally, the implementation of the position is a solid and important guarantee for the success of the whole sales campaign.