Good Things Need Clever Promotion.

At present, the economic environment is sluggish and stores are going up and down.

In the shoe marketing, there seems to be no tricks in the market and the rules of the market seem to be out of order. If you do business too seriously, follow the rules and do not adapt, the market share will be robbed by others.

Previously driven by others, fast fish eat slow fish, lions eat tigers, and now they are forcing their own innovation era.

Out of the shop, many shoe stores do not sell enough for a single day, and some sell two or three pairs a day, or even do not open, and even have a shoe store. They enjoy the advantage of brand. The conventional call is not effective. As used to say, the newly opened shop has become an old shop, and the market supervisor has come to train and manage the stores, so that they can sell more than one pair of shoes. However, this year's situation is different, especially the high rent shops, the market is low and the market is low. Some stores are going to keep up with the problem. It seems that they are not trying to figure out a way to get rid of the local shoes, or BYEBYE is a matter of time. Shoes business knows that in the second half of 2012, good things are hard to sell.

The strength of success is to cross yourself and do sales promotion. Similarly, first you have to think over the border, then try boldly to focus on execution, succeed in copying again, so that other stores are also rich in oil, copying and innovating, so that the vitality of shops is strengthened.

What is needed now? Popularity! Popularity! Popularity!

At present, under the situation of a sluggish shoe market, popularity is the source of confidence.

Popularity and people's desire to win marketing.

No marketing, no popularity, no promotion, the days of businessmen will be over and poorer.

It's hard for you not to succeed if your opponent doesn't want to do it or not, because good things need to be promoted skillfully.

In reality, the two or many parties who do not have boundaries will come together. The elements or objects that seem to have no boundaries are beautifully combined through grafting, crossover, hybridization and mashup. It is very successful and very fresh.

It's hard to think of Zhang Ziyi's hand in hand with Sa Beining. One is Hollywood International film star, a CCTV host, two unrelated professionals, and they are crossing the border together.

There are many similar examples.

There is no talk here.

In early November 2012, a county in Sichuan.

A shoe store engaged in a large sale promotion campaign. Besides the advertising campaign inside and outside the shop, it also specially invited a pig puppet theater actor to cheer up a STYLE pig farm. The scene was very hot. The sales volume of the store was up to 300 yuan. The sales amount reached 80 thousand yuan on that day, and the amount reached 80 thousand yuan. It won the popularity of the day. After several days, many customers came along with the advertisement, and the activity lasted for a month. The activity lasted for more than ten thousand yuan per day. Let's think about it.

What is the relationship between selling shoes and pigs? This is the power of cross border, the cross border participation of pig's eight ring, the integration of funny STYLE, and the overall cost of investment is not big, but let consumers feel the fresh promotion of activities.

To do a good shop promotion, first of all, we should study the competitors' combination of goods, personnel structure and the rate of commodity markup, and then do a good job of the staff's incentive management of this brand, and set up a comprehensive promotion plan for the sales promotion, so as to set up a proper and attractive statement and creativity for the sales promotion, and arouse the interest of the consumers.

The following are the following:

A,

In large sales promotion activities, we should use sufficient time to brew before the event, so that consumers can participate easily, while their competitors can hardly imitate it in a short time. We need to think hard about how to do the first thing, and even promote the creation of creative advertisements.

This event uses the theme of "group company's annual million dollar profit making tour station". On the advertising picture there is a snowflake creative boots, and the heel of winter boots is replaced by a drop arrow, showing the intensity of the activity.

The three words of "ten million yuan" are replaced by "10000000".

B, quick attack: lead the opponent, the intensity of the campaign should be ruthless, with a view to a popular shot.

Consumers tend to remember "the first" and follow up with "leftovers".

Fast is the key time to create outstanding performance, speed is the status, is the lead, is efficiency, one day a single store can eat hundreds of double sales, the amount exceeded fifty thousand yuan or more.

C, all in place: to get the competitors to be unassailable, to achieve the success of marketing, the sales promotion elements should be put in place in time, as follows: 1, posters and other flat objects, such as POP, exhibition frames and paintings, publicity hoisting flags, special price stickers, new product listing stickers, shop assistant recommendation stickers, new product promotion stickers, KT duplex paintings, DM leaflets, etc. 2, archway window paintings, sealed cabinet inkjet advertising pictures (the seal painting of this event is overwhelming, which has overwhelmed the momentum of conventional advertising pictures on competitors' windows.

(3) cloth banner banner; 4, the relevant agreements with the emcee or performing arts or celebration company; 5, balloon arches; 6, gifts, accessories; 7, red carpet, indoor and outdoor tapes; 8, promotional vehicles and bands; 9, business audio and sound recording; 10, rolling subtitles electronic display capacity planning; 11, store door posts, warm reminder cards, and so on.

In addition, time planning should be carried out in the vigorous days such as local customs, weekends, holidays, etc., to do well in local relations and to open the way for promotional goals.

Promotion should be complete, and consideration should be given to local conditions, so as to achieve dialectical promotion.

D, product and price planning: a thorough analysis of its inventory structure, for which part of the product sales promotion, promotion of the direct target product is what kind of people, and how to make this part of the product in the form of promotion to recommend to the target customers, that is, what is the general character of these consumers, what is the interest?

In this activity, the principles of product organization are:

1, low price: let the customer see the actual benefit, the price does not drop the card, to the stock cash, to the cash to speed;

2, full code: try to improve the overall rate of goods and promote the turnover rate.

3, the tide: This is relative, that is, the local market year-on-year, the same price we want to flow, so as to be competitive.

4, in this event, the principle of price positioning: special price men and women shoes set 5 price zoning, one price, declined bargaining.

E, team operation:

Business traveler: deputy head of branch area.

Event site executor: Store Manager, shop assistant

Event Commander: Regional General Manager

General planning of activities: Vice President of branch

Creative planning: Group Planning Department

Activity training supervisor: market supervisor and trainer

Event executive: Deputy Chief on-site supervision.

Team friendly collaboration: other regional vice president

Logistics allocation: Logistics Department

Commodity mix operations:

Executive director

Departments from top to bottom, employees in time to ensure the orderly conduct of activities, but also for the achievement of a solid foundation for achievement.

D, follow up: in addition to weather or accident interference, timely analysis of the trend of performance and competitors, through implementation to correct.

Including product renewal, display adjustment and so on to adapt to market changes.

It is precisely to carry out the "project" case planning and comprehensive implementation of the above activities, and create a comprehensive atmosphere through the intriguing creativity and preconceived offensive. The effect of this event is so that competitors feel bull! The sales manager of this store has more than 5000 yuan monthly income, and the income of employees is also breaking through the history.

The fighting spirit and confidence of employees in making bigger and stronger stores are also greatly strengthened.

Do you dare to do the business stage to the shoe store? Not only to do it, but also to do better and hotter!

A county in Meishan, Sichuan.

A card moved the stage to the door of the shop, and the local excellent commercial company.

Set up stage, equipped with runway (host, singer, dance show, model) personnel, organize activities related to leather shoes, organize on-site question and answer gifts activities.

Through this commercial performance, the scene was crowded, and the staff had to be increased. The sales volume of the two shop was over 30 thousand yuan on that day.

The business process of this event is as follows: We marketers often say that sales promotion should be carried out successfully.

To make way for high inventories, shoemaker learned the golden week turnover which was difficult to do quickly, and understood the crisis management of the market downturn. I believe that after seeing the above two cases, colleagues believed that what was called "big business" and that the cost was not large enough, and there were still some learning questions.

What is more important than sales is sales performance, which is more important than sales performance is brand image.

When the good things are being popularized skillfully, we should also pay attention to the brand image, the use of sales promotion and the performance is coming out, but we can not do anything to hurt the brand image and kill the goose that lays the golden eggs.

When sales promotion is necessary at a certain stage of store operation, we must make great efforts to use it carefully. When sales promotion is harmful to brand image, we should use it carefully.