Children's wear store celebration [excellent]

Excellent planning of children's wear store celebration activities

Children's wear store celebration 1, cash discount

Explanation: Discount is the most widely used means in marketing activities. In practice, cash discount is more about letting consumers know the discount that products can generate before buying. Discounts provided after the purchase process can attract consumers' psychology and strengthen their sense of closeness to the brand.

Option 1: Publicity at the terminal directly reflects the cash discount at the time of purchase, such as a 30% discount on store celebrations.

Scheme 2: Give unexpected cash discount after consumers have purchase intention, without publicity at the terminal.

Scheme 3: The products are divided into three modes: image mode, main sales mode and promotion mode. Only cash discount activities are carried out in the promotion area to avoid large-scale damage to the brand image.

Scheme 4: Hold a season-end sales activity of "once a season, on sale". Through the theme discount activities twice a year, it gives consumers a feeling that big brands can take advantage of the end-of-season discount instead of the clearance sale.

2. Trial samples/free trials

Explanation: the form of trial sample/free trial is more aimed at making consumers who have never worn household clothes or have never known the brand try to use it and become regular customers through trial. Another purpose of this activity is to improve the credibility of the brand.

Scheme 1: With the theme of "new home, new life, new enjoyment", consumers (e.g. before the same day 100) are limited to get a set of household clothes agreed by Barron's family at the same retail price, and those who are dissatisfied after the probation period (e.g. one week) will return them unconditionally.

Scheme 2: On special festivals (such as Teachers' Day), the top ten will give free gifts to special target consumer groups (such as female university teachers) who adapt to our product consumption. And put forward the additional requirements used in the follow-up brand promotion (which can be publicized).

Scheme 3: Special consumer search with the theme of "Who is the most elegant and beautiful woman". At the terminal, a specially made image product of slim waist and high home clothing was displayed for consumers to try on. On the specified date, the best winner will be selected by the appropriate finalists at an early stage. In addition to this product, all household clothes (one set per season) will be provided free of charge before the body changes.

3. coupons

The purpose of coupon promotion includes three major goals of promotion. Different from cash discount, it can attract more consumers who have no plan to buy household clothes to find terminals with clear activities to spend.

Scheme 1: Distribute a limited number (for example, two coupons) to each unit in a limited time (for example, this weekend) where the target consumer groups are concentrated, and distribute new product descriptions in combination with coupons to win new customers.

Scheme 2: distributing small pieces of products in front of large department stores can be combined with coupon activities. Although it has short-term actual sales effect, it will do harm to the brand. This method is generally not recommended unless the competitive orientation tends to fierce price competition.

Option 3: You can contact the regional shopping magazines that suit the taste of the products, approve the coupons made by the magazines, and sell the products.

4. Special packaging

The purpose of special package is to improve the competitive advantage of product price and image, which mainly includes two forms: price reduction package and combination package.

Option 1: Couples' household clothes (newlyweds) combination bag. Within a certain period of time (such as Valentine's Day), you can get a gift when you buy a couple's home clothes combination (couple's clothes or two sets of red clothes) (don't reduce the price).

Option 2: Seasonal Package. Pre-assembled product combinations of the same type in different seasons or on-site collocation by customers. For example, when buying in spring, if you buy one in spring and one in summer to form a seasonal package, you will get a gift (don't reduce the price).

Option 3: Ordinary special package. Two pieces are given a price discount, and three pieces are given a higher price discount.

5. gifts

Buying gifts is the most widely used promotion method except cash discount, and the forms of activities are various and vary greatly. At present, it is more and more difficult for consumers to notice the common buying and giving means used by many brands. In the process of gift promotion, the most important thing to pay attention to is the choice of gifts. A good way to give gifts can make consumers feel that they are worth the money and choose products because of gifts.

Scheme 1: in some special products, carry out special activities of buying one set and choosing one set.

Option 2: Carry out buying and giving activities. The choice of gifts is suitable for products related to family clothes. Such as slippers/paper towel embroidered bags/exquisite tablecloths/cushions and other household items.

Scheme 3: the activity of "looking for real diamond household clothes". In some product series inlaid with rhinestones, the products are combined, and self-adhesive scratch-off stickers are attached to the outer packaging of several main products, and the words "winning" and "thank you" are marked inside, so that the winning products have real diamond inlay. This activity can effectively enhance brand positioning and attract consumers' attention to the brand.

Scheme 4: "Give 200,000 yuan as soon as you buy it" to buy regular-priced household clothing products, that is, give a family insurance with a coverage of 200,000 yuan and a cost of 10 yuan.

6. Reward for repeated visits

Repeated patronage is a means to attract consumers with fixed brands. Usually in the form of VIP cards.

Option 1: Give a VIP card immediately after shopping. The first set does not enjoy the VIP card discount, and the shopping for more than two sets enjoys the VIP card discount.

Option 2: Customers who use signature VIP cards will get discounts or small gifts at home every time (optional form). At the same time, enter the VIP card customer information, and you can notify consumers to participate in large-scale activities or new products by SMS. The cultivation of loyal customers is very important. In our current product design strength, it can bring quite good word-of-mouth response and other consumers. )

7. Product guarantee/value commitment (service)

The purpose of product guarantee is to strengthen consumers' confidence in the brand through commitment, and then generate consumption. The main practical means of product guarantee/value commitment are embodied by service.

Scheme 1: In the case of fierce price competition, hold a "courtesy and restraint" activity, which has two meanings: in addition to giving small gifts, it also promises to give some compensation (cash or gifts) if the price of any home clothes purchased at the terminal is reduced. Note: For fashionable personalized products, consumers sometimes pay more attention to whether there is a loss in consumption over a period of time rather than the cheap price. Understanding the psychology of consumers will be very effective for our promotion activities.

Option 2: The store promises that the cost performance of this terminal product is the highest on the market at present. If the same product is found to be higher than this terminal, the difference will be compensated. Note: Although it is an empty promise that is difficult to realize, sometimes speaking out is also a psychological push for consumers.

Scheme 3: The activity of "putting new products on the shelves first in summer" in shopping malls can be combined with the activity of "combination package", and at the same time, it is promised that if there is a price reduction in the summer peak season (such as before June/kloc-0), the price difference can be compensated. Description: Make full use of consumers' curiosity, guide consumers to buy products first, effectively advance the sales cycle of our products and seize market share.

8. Marketing Alliance

The purpose of joint promotion is to promote consumers' buying behavior by selling products of different brands to each other, so as to promote sales and generate relevant benefits for the jointly promoted brands. For Barron's Shi Jia household clothing, the joint promotion with mature products of other big brands will effectively promote product sales and brand image.

Option 1: Buy household items on March 8, and buy XX bras at a 60% discount with a tag; When you buy XX bras with labels, you can also buy Barron series products at a discount of 60%.

Option 2: You can get the discount coupon (or equivalent gift) of the other brand 50 yuan when you buy Barrons home clothes or Pabono underwear, which can be used to buy the other product.

Option 3: You can get a set of Barron's home couple clothes when you buy a seven-piece bed of Lorai, and a set of Lorai's three-piece clothes when you buy Barron's home clothes.

9. Point-of-sale display and merchandise demonstration

Through point-of-sale display and commodity demonstration, consumers' perception of products can be effectively improved, brand affinity can be further strengthened, and sales opportunities can be increased.

Scheme 1: the static display of the home life of the real model in the window of Chengdu conference brand of fashion Expo.

Scheme 2: The image display of Barron's Shi Jia company exhibition hall, simulating the real scene of home.

Scheme 3: "Fashion trend release of household clothes" is a catwalk activity outside the largest shopping mall in each prefecture-level city to truly show the product style and consumption concept. And can be combined with other promotion methods.

10, public promotion activities

The premise of this activity is to gain the recognition of a prestigious ally and an authoritative department, such as the Civil Affairs Bureau.

Scheme 1: "Donate old clothes for XX disaster area or school". Consumers who come to donate with well-known brand household clothes can buy Barron's household clothes at a 30% discount. Consumers who come to donate with the products of their target competitors (for example, Barron's Shi Jia's target competitors are American Standard/Autumn Dew/Daley) can buy Barron's Shi Jia home clothes at a 60% discount. The purpose of this activity is to improve the public image of the brand and transfer some consumers of other brands to try our products.

Scheme 2: For every product purchased by Barron Shi Jia, 5 yuan RMB will be donated to the focal issues concerned by the local people (donated to the Civil Affairs Bureau for disaster relief projects in drought-stricken areas in Sichuan).

1 1, prizes (games, competitions, lottery)

This activity is to make full use of consumers' gambling psychology and competitive psychology, mobilize consumers to participate in activities related to products and brands and promote product sales.

Option 1: Dart game. A total of three times, the number of rings in the investment is calculated, and the price is discounted at one yuan per ring.

Option 2: If you buy a set of household clothes, you will get a lottery ticket and have a chance to win a diamond award or a trip to Hainan for two.

Option 3: "Shopping 10 day, double one day" Anyone who buys Barron's Shi Jia home clothes during the activity will have the opportunity to choose products at the same price as the original products one day.

Special suggestion: for customers who run shopping centers, it is suggested that the combination of promotional activities mainly based on the catwalk of shopping center models will be the most effective.

Each of the above eleven forms of activities can be combined according to the actual competition situation, or combined in groups, so I won't describe them one by one here. The most important thing is that we must have a planned promotion plan. We hope that our customers can organize and classify promotional activities according to regional conditions, and take weekly as a sales unit before the sales season begins.