Excellent planning of children's wear store celebration activities

Excellent planning of children's wear store celebration activities

Children's wear store celebration plan 1, cash discount

Explanation: Discount is the most widely used means in marketing activities. In practice, cash discount is more to let consumers know the discount that can be generated by products 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.

Option 2: Give an unexpected cash discount after the consumer has the intention to buy, and do not publicize it at the terminal.

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

Scheme 4: Hold a "quarterly sale" at the end of the season. Through the theme discount 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 to let consumers who have never worn household clothes or heard of brands try to use them and become regular customers through trial. Another purpose of this activity is to enhance the brand credibility.

Scheme 1: With the theme of "new home, new life and new enjoyment", it is announced in advance that a limited number of consumers (for example, before the day 100) will 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 (for example, one week) will be returned unconditionally.

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

Scheme 3: Special consumption search with the theme of "Who is the most elegant and beautiful woman". At the terminal, the specially-made home clothing image products with thin waist and high height are displayed for consumers to try on. On the specified date, the best winner will be selected by the appropriate finalists at an early stage. Except this product, all household clothes (one set per season) will be provided free of charge before their figure 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: In places where the target consumer groups are concentrated, a limited amount (such as two coupons) will be distributed to each unit within a limited time (such as this weekend), and new product descriptions will be distributed in combination with coupons to win new customers.

Option 2: distribute Xiao Zhang products in front of large department stores, which 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 competition orientation tends to fierce price competition.

Option 3: You can contact regional shopping magazines that adapt to product tastes, approve coupons made by magazines, and sell products.

4. Special packaging

The purpose of special price packaging is to enhance the competitive advantage of product price and image, which mainly includes two forms: price reduction packaging and combined packaging.

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

Option 2: Seasonal package. Pre-installed product combinations of the same type in different seasons or on-site collocation by customers. For example, 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 preferential price, and three pieces are given higher price.

5. gifts

Buying gifts is the most widely used promotion method except cash discounts, and the forms of activities are varied and vary greatly. At present, it is increasingly difficult for consumers to pay attention to the common means of buying and giving away 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 of giving gifts can make consumers feel that they are worth the money and choose products because of giving 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 home clothing related products. Such as slippers/paper towel embroidered bags/exquisite tablecloths/cushions and other household items.

Scheme 3: "Looking for Real Diamond Home Clothing" activity. In some series of products inlaid with rhinestones, the products are combined, and self-adhesive scratch 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 are inlaid with real diamonds. This activity can effectively promote brand positioning and arouse 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 away the VIP card immediately after shopping, the first set will not enjoy the VIP card discount, and the VIP card discount will be enjoyed for shopping more than two sets.

Option 2: For customers who use signature VIP cards, they will give a discount or a small gift (optional form) at home every time. At the same time, enter the customer information of VIP card. If there are large-scale activities or new products, you can send text messages to inform consumers to participate in the activities. 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 is embodied by service.

Scheme 1: In the case of fierce price competition, holding a "polite buying" activity has two meanings: in addition to giving small gifts, it also promises to reduce the price of any household clothes purchased at this terminal and give certain compensation (cash or gifts). Note: For fashionable and personalized products, consumers are sometimes more concerned about 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.

Scheme 2: The store promises that the cost performance of the 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 implement, 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 1), the difference will be compensated. Description: Make full use of consumers' psychology of seeking novelty and taking advantage, 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 8th, and buy XX bras at a 40% discount with a tag; Buy XX bra with tag, and you can also buy Barron series products at 60% discount.

Option 2: You can get the discount coupon (or equivalent gift) of the other brand 50 yuan when you buy Barron's household 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 display

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

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

Scheme 2: The image of Barron's Shi Jia company exhibition hall is displayed to simulate the real scene of home.

Scheme 3: "The release of fashion trends of household clothing" 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 authoritative department, such as the Civil Affairs Bureau.

Scheme 1: "Donate old clothes for XX disaster area or school" Any consumer who comes to donate with a well-known brand of household clothes can buy Barron's household clothes at a 30% discount; Consumers who come to donate with products from their target competitors (for example, Barron's Shi Jia's target competitors are American Standard/Autumn Dew/Daley) can buy Barron's Shi Jia household clothing at a 60% discount. The purpose of this activity is to enhance 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, five yuan will be donated to the focal issues concerned by the local people (donated to the Civil Affairs Bureau to carry out disaster relief projects in the arid areas of 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. * * * Vote for three times, calculate the number of rings in the voting, and calculate by one yuan per ring, and give preferential price.

Option 2: Buy a set of household clothes, that is, get a lottery ticket, and have the chance to win a diamond award or a trip to Hainan for two.

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

Special suggestion: for customers who run shopping malls, it is recommended to combine promotional activities, mainly the catwalk of shopping mall models, which will have the greatest effect.

Each of the above eleven forms of activities can be combined according to the actual competition situation, or combined in multiple 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.