What Are The Basic Steps Of Formulating Clothing Promotion Plan?

The importance of promotion has been recognized and accepted by more and more clothing businesses. Businesses should make a complete sales promotion plan before promotion, including pre research, preparation of the plan, implementation of the plan and evaluation of the program. Next, the Xiaobian of China Women's wear net will introduce you to the businessmen one by one.

First, the investigation before promotion.

What do consumers need? What are their competitors doing now? The promotional activities from the actual needs of the market are effective and effective marketing activities. After targeting the target customers, a series of related markets are launched.

The survey is the most important part of the preparatory work, such as the survey of target customers' needs (such as the most popular sales promotion methods or the most popular promotional gift types), consumer psychology and consumption habits, and the media survey of target customers. In addition, we need to investigate the current sales situation of similar brands and products. Most investigations need to be done at the terminal and by terminal staff. There are many methods of investigation, such as observation, questionnaire, interview, etc. These are all commonly used methods of investigation in the clothing industry.

Two. Develop sales promotion plan.

The idealization of promotion background analysis should be led by the terminal, and the next promotion plan will be implemented by the marketing planning department.

Budget, strategy and budget strategy are the "heart" of the promotion plan, and the budget is related to the "heart" bearing capacity. Why is budgeting, strategy and budgeting? The budget should be run through the whole process of the strategy. The first budget comes from the assessment of the final managers' financial expenditure on the target. The marketing planning department needs to make the strategy according to the first budget of the terminal. During the period, the budget or adjustment strategy should be adjusted through communication and discussion.

Three, implement sales promotion plan

After the sales promotion plan is worked out, the next important task is to implement the promotion plan. Promotion programs are usually done by terminal promoters and promoters, not unilateral. Adequate preparations should be made before implementing the plan. First of all, we must ensure that we fully understand the contents of the promotion plan and the key points of the implementation plan. You can sum up questions, difficult points, or points that may not be fully implemented, and conduct an in-depth communication with promoters. Secondly, is it necessary to check the adequacy of the goods? Is the proportion of the goods reasonable? How should the display be adjusted? Are the promotional materials and gifts in place? Are the promotional activities before the sales promotion going on? Is the sales promotion atmosphere in the store arranged in place? Again, do all team members understand the contents of the plan deeply? Can they blurt out the activity content and skillfully communicate to the customers? Do they understand the problems and avoidance methods that may occur during the execution? These are the contents that need to be announced by the terminal managers before the start of the activities.

The promotion process can be regarded as the focus of the whole sales promotion. If a beautiful plan is not implemented, it will be a mere scrap of paper. The perfect execution is based on all the above work. It needs to be led by the terminal manager, and the promoters will follow through in the whole process. Whether the execution is in place depends on the execution power of each team member and the execution effect of each link, and the overall control needs is borne by the terminal manager. Whether it is terminal manager or project planner, it must be carried out around a core goal in the execution process. The promotion and execution plan is not static but should be adjusted in time according to the completion of the target.

Four. Evaluate promotional activities.

Has the goals set up in advance have been achieved after the activity? Sales, gross profit margins, unit prices and unit prices of promotions during the promotion period have been raised or reduced by more than usual. How good is the execution of the activities? Where are the good, the bad and the places? What places have not been done enough? All these need to be reflected in a complete summary report. Of course, the summary report is not done by the sales promotion plan alone. It involves a lot of data and needs terminal to complete.