Summary of cosmetics promotion activities

Summary of cosmetics promotion activities (general 8 articles)

Inadvertently, a meaningful activity has come to an end. I believe everyone has gained something, and I feel that it is necessary for us. Make a summary of the activities. But I believe many people are clueless. The following is a summary of cosmetics promotion activities that I have collected and compiled. It is for reference only. I hope it can help everyone.

Summary of cosmetics promotion activities Part 1

1. Communication before the activity:

1. Communicate the purpose of the activity with the cosmetics store owner. Emphasize the difference between our company's promotional activities and other company activities; improve the confidence of cosmetics store owners to actively participate in cooperation.

2. Understand the local economic level and consumption habits. Find out the main products of my brand in the local area

3. Clarify the cost investment of the cosmetics store. Emphasize the comprehensive benefits that the event brings to the store.

4. Clarify the matters that the cosmetics store needs to cooperate with (refined and clear).

5. Explain that after large and medium-sized activities, due to the sudden increase in sales, there will be a small amount of returns and exchanges, so be mentally prepared.

6. The main person in charge of the cosmetics store (boss, proprietress or store manager) must participate in the early communication. If they don't cooperate it will be a failed event.

2. Activity content design:

1. Setting of activity elements.

Purpose of the activity: new product promotion, brand publicity or sales improvement;

Activity theme: determined based on the main products and inventory of the season;

Activity time: 3-5 days

Activity format: outdoor or in-store

2. Give gifts in the store.

Sample trial pack (paid by the company)

3. Purchase and giveaway activities.

Gift materials are jointly borne by the cosmetics store and the company.

4. Special offer products.

Popular advertising products (undertaken by cosmetics stores).

5. Lottery.

The prizes are shared by the cosmetics store and the company ***

6. Vouchers.

Beared by the cosmetics store

7. Beauty card.

Beared by the cosmetics store

8. Other projects.

3. Pre-event publicity:

1. Print promotional leaflets.

The single production fee is controlled at 0.1-0.2 yuan, and it cannot be too bad to affect the brand image;

Medium-sized events 2000-3000 pages, small events 1000-2000 pages;

The single page is produced by the cosmetics store at its own expense or by the company.

2. Distribute leaflets.

Distributed three days in advance;

Commercial streets, entrances of government agencies, other retail stores (non-daily chemicals), etc.;

Cosmetics stores will send their own personnel Distribute.

3. Member notification.

The beauty consultant or store staff will notify all members of the store three days in advance.

4. Activity notification.

Inform customers coming to the store of the event time one week in advance.

5. Banner hanging.

The cosmetics store will be responsible for the production;

Cross-street banners or store entrance banners;

Hang them three days in advance.

4. Preparation for the event:

1. Image display: banners, X-display stands, light boxes, hanging flags, etc.

2. Promotional props: rainbow door, tent, promotional stand, audio equipment, microphone, video player, disc, leaflet, lottery box, sales statistics table.

3. Prepare goods to ensure sufficient quantities of main products and safety stocks.

Require cosmetics stores to ship a batch of goods before the event.

4. Gift materials.

Distributed in advance or purchased.

5. Display and requirements.

At least two display points indoors and outdoors;

Similar brands have suspended sales;

Other brand activities have been suspended.

6. Formation of activity group (8 people).

The company has 4 sales promotion personnel

4 store clerks

7. Division of personnel and training.

The promotion team leader shall reasonably divide the labor according to the situation of the team members;

Cosmetics store clerks must be required to participate;

Adopt incentive measures to mobilize the enthusiasm of clerks;

Conduct training on event content, event procedures and promotional techniques 1-2 days in advance.

5. Activity details:

1. Attract people outside the store.

Target customers;

Relax customers’ vigilance during the process of attracting people;

Send customers entering the store to the counter and hand them over to the salesperson.

2. Play music or activity content.

The volume should be moderate, and the music should be suitable for the brand consumer group;

Write the event content broadcast script in advance, and the sentences should be concise and attractive.

3. Sales details.

Use effective words to stimulate customer demand;

Understand customer needs and determine recommended products;

Grasp the sales rhythm, more people will make it faster, and fewer people will make it faster. Slow;

Make use of the influence of customers on onlookers to achieve sales;

Joint sales, complete sets of recommendations;

Put gifts on the counter to stimulate more purchases; < /p>

Properly handle situations where customers ask for gifts and encourage them to buy more;

Use the sales records on the sales statistics table to stimulate customers;

Lottery activities must It's lively and atmospheric.

6. Activity requirements:

Promotional team members must be proactive, united and cooperative;

Promotional team members must have a unified image, pay attention to personal words and deeds, and reflect a good image of the brand;

The collective honor is supreme, the team is above all else, and all orders must be obeyed.

The promotion captain is the best commander and first responsible person of the promotion team.

7. Activity summary:

Promptly summarize after the activity and strive to do better next time;

Promotion managers make summary and feedback of this activity Collapse

The above is a brief summary of the promotional activities that we often do. Although it cannot fundamentally solve the current store promotion dilemma of cosmetics stores, I hope you can give us some inspiration and gradually make our Promotional activities are becoming standardized and standardized, and we will pay more attention to promotional details. I believe we will do better and better! Summary of Cosmetic Promotional Activities Part 2

Our department carried out a large-scale promotional activity during the festival. Our department set up a product promotion team and actively planned product promotion plans. Our department has chosen the urban commercial center square as the venue for promotions, and has negotiated relevant matters with relevant departments. At present, the product promotion activities have been completed as scheduled. The development and related situation of product promotion activities are now reported as follows:

1. Free skin testing for on-site consumers. Our company has always adhered to the principle of "customers first", so our members consistently adhere to this concept and serve consumers enthusiastically.

2. Provide consumers with a comprehensive explanation of how to use cosmetics. In view of the situation that some consumers do not understand about cosmetics, members of our department patiently explain to consumers with full passion.

Third, adopt the form of prize sales. Stimulate consumers' curiosity about prizes and actively purchase our company's cosmetics.

This event was a complete success and set a new sales record. At the same time, this activity also stimulated the work enthusiasm of our members, strengthened the cohesion of the team, and improved the company's performance. It also allows consumers to deeply understand our company's high enthusiasm and greatly improves our company's popularity. Summary of Cosmetic Promotional Activities Part 3

This is the first time that the company has participated in such an event since its establishment. Overall, the effect is not bad. However, there are many shortcomings, and we must constantly summarize our experience and strive to do better.

Problems:

1. Weather factors, pay attention to the weather forecast in advance.

2. Insufficient communication: There was no good communication in advance, the boss did not pay attention to it, formulate promotion policies in advance, and produce promotional leaflets.

3. Promotional plan: not attractive enough.

4. The factory was not fully prepared.

5. It is the first time for our teachers to participate in such an activity and we lack experience.

6. Venue layout: The atmosphere is not enough, there are no balloons, arches, or hanging flags.

7. Sales reward policy: The store owner has not formulated an additional employee reward policy for this event.

Areas that need improvement:

1. Venue layout:

It is necessary to communicate the size of the venue and how to place it in advance. Ask for the specific quantities of materials required. Including: arches, balloons, sun umbrellas, x-display stands, arches, tents, promotional stands, hanging flags, atmosphere shaping, momentum building, and attracting customers.

2. Regarding experience sales:

For new customers entering the store, the first step is to demonstrate the advantages and functions of the silk material of the smiley face stickers, and communicate while demonstrating to understand their purchase intentions. The second step is to try out the silk mask with interested customers. The third step is to explain the product effects and on-site event plans. The fourth step is to ask the customer which activity policy to choose, place an order, and promote sales.

3. Customer information registration: Every event will attract new customers to the store, so it is necessary to register customer files for later follow-up. It is also a reflection of the effectiveness of our activities.

4. BA sales reward policy: Communicate with the store owner and formulate additional reward policies for employees in this event.

5. Work details: All store staff will call or send messages to invite old customers. Anyone who comes to the store can experience the silk mask for free. When coordinating staff, avoid having several clerks communicating with one customer at the same time, so as not to create defensiveness in the customer. Balloons can be distributed at the entrance of the store to attract people. When there were not many customers in the store, we found models to experience facial masks on site to build momentum. In addition, arrange for store clerks to distribute folding leaflets near the store to attract customers into the store.

6. Activity policy: Facial masks are relatively single. It is recommended that the boss take out some of the processed products for purchase and giveaway, or draw a lottery to drive sales.

7. Regarding payment: It is recommended that the store has a backup card machine. If it is not available for the time being, you can negotiate with the neighboring store to use it.

8. About shouting: There is a dedicated person responsible for shouting, creating momentum and attracting customers when there are few people.

9. Summary meeting: A summary meeting is held every night. Everyone sets the sales target for the next day's activities and breaks it down into specific quantities. Summary of Cosmetic Promotional Activities Part 4

From January 17th to 21st, 20xx, Laizi launched a four-day counter promotion in xxx Commercial Building, and finally achieved sales of 49,000 yuan. Prior to this, the counter had been in an embarrassing state with monthly sales of only about 10,000 yuan for a long time. In order to quickly reverse this decline, it urgently needed a popular and sales promotion to boost the confidence of the staff. It also needed a promotion The successful promotion has accumulated enough attention and topicality for the counter.

This opportunity is the big promotion that started on January 17th. However, due to the lag and insufficient preparation in the early stage, not only did the pre-sales fail to start, but even the key materials for the first day of the event were not arrived in time! Such a fatal mistake led to lackluster sales on the first day of the event, only 1-2 thousand yuan. If this situation continues, this event is destined to end in failure.

The company mobilized all its efforts to replenish the materials early the next morning, especially the arrival of the important gift of this event - a 7-inch tablet computer. This is like filling up an engine with insufficient kinetic energy, instantly reversing the current situation of unattractive events and low transaction volume. The on-site staff attracted a large number of customers to the counter through lottery + shout-out, and then quickly completed a number of high-priced package sales by combining product trials with focus promotion strategies - nearly 10 sets were sold on the same day. For the 888 yuan set meal, the whole-day sales exceeded 17,000 yuan. This result broke the mall's highest sales history for a single brand in a single day and greatly inspired all the promotion staff present.

The performance of 49,000 yuan in 4 days is not Laizi’s best performance, but we have once again verified the superiority of tablet computers as gifts through practice. In November and December last year, the xx counter had just conducted a large-scale membership redemption event, and there were also some high-value items such as garment steamers and electric kettles as gifts. However, this Laitz spring sale was not put off by the fact that members had already purchased a large amount of products. Over 20 sets of 888 packages and 15 sets of 637 packages were sold during the 4-day event. The high customer unit price established the success of the event. the basis of. It can be seen that the consumption potential of customers still has great potential to be tapped in the face of vigorous promotional policies and attractive gifts. Summary of Cosmetic Promotional Activities Part 5

At present, mediocre promotions are bound to be overwhelmed. There is no effective communication strategy based on consumers’ emotional appeals, and there is no innovation highlight from the promotion link. Single price wars make consumers tired. , sales staff are tired. To break through and innovate, promotion must be upgraded to link innovation, a battle of integration of advertising, image, form, personnel and system value, so that promotion can produce good results combining artistry and interactive sales.

1. Get rid of the misunderstanding of following the trend of promotion

On Saturdays and Sundays, road shows are held one after another in front of cosmetics stores. The cost is not low, but how many real target audiences are there? How much brand and product information is conveyed? How much has it improved field sales? Promotions and promotions are in a state of chaos and dispersion, with more promotions imitating and following the trend, and there is also the sensationalism of stripping off clothes and showing off points. There is a lack of continuous scientific promotions based on product characteristics, sales cycles, and marketing strategies, and there is a lack of unique and creative promotions for enterprises and brands. This causes more promotional resources to be wasted and results in poor results.

The integrated innovation of the cosmetics promotion system should focus on the integrated follow-up of promotion methods and promotion methods, rather than blindly following the trend of promotion; it should focus on the comprehensive promotion of the promotion system, rather than a single breakthrough in a flash of inspiration. , we should pay attention to the highlight innovations in mutual imitation, rather than simply "borrowing", implement innovation into every link in the promotion system, and mobilize all marketers to carry out promotional innovations, rather than planners "creating behind closed doors" to fully Use employee promotion innovation to study competitors' promotion strategies.

To capture consumer psychology, break stereotypes and introduce new ones, launch more creative promotions, implement differentiated promotions to promote communication and interaction with consumers, create an atmosphere, and create an atmosphere with new promotion forms Only when the brand is placed in the hearts of consumers can the long-lasting charm of the company, product, and brand be demonstrated in the ocean of promotions, and move towards the realm of promotions.

2. Good system composition is the basis for successful promotion

Promotion is not a simple road show, selling outdoors on a stage, offering special offers, and drawing draws. It is a successful promotion. Rather, it is necessary to establish an effective platform for communication and interaction between products and consumers. It is not only necessary to ensure scientific and continuous interaction with consumers, but also to carry out artistic design for consumer touch points, so as to allow customers to understand the products and improve the quality of products. Brand makes customers interested in purchasing. Mastering the system links is the basis for planning and segmentation to find innovation points and is the basis for successful promotion.

Clear demand is the basis: whether it is for the promotion of new products, the off-season warm-up of mature markets, the promotion of large-scale holiday promotions, regular small-scale promotions, or promotional counterattacks against competitors, clear needs will help ensure The consistency between short-term promotions and long-term strategies makes promotional plans more purposeful and targeted.

Planning is the key: understand competitors and pay attention to customers based on clear needs, determine unique event themes and main ideas, and determine main products, secondary products and bundled gifts based on product sales status and inventory status. Develop a targeted promotion plan. The event time must be taken first, the event channels must be focused, the event form must be novel and friendly, the event process must be guided at all levels, the event responsibilities must be clearly defined, the event budget must be calculated carefully, and the event goals must be clear. Develop a detailed breakdown.

Creative expression is image: fully grasp the form of event communication carrier (newspaper, radio station, clipboard, video), product terminal display form, available resources, and carry out creative expression and material design based on event plans and terminal resources , have an impact on the image and atmosphere of promotional terminals, such as daily chemical product booth samples, outdoor giants, hanging flags, floor stickers, stacking in the exhibition area; special-shaped displays of fast moving consumer goods, pop-up stickers, posters, floor stacks, hanging flags, Arches, cartoon inflatables, etc.

Effective execution is the guarantee: from effective communication with on-site members and store terminals, to carrier communication warm-up, to daily chemical product arrangement, to promotional gifts in place, to promotion personnel training, the activity process will be detailed Responsibilities for relevant links are assigned to people, and timely guidance and adjustments are made to the promotion site to ensure smooth and effective promotions. Summary of Cosmetic Promotional Activities Chapter 6

In the work of 20xx, our xx brand achieved impressive sales results under the correct guidance of the company’s leaders, and gradually established xx’s overwhelming brand status in Asia. ". As an employee of xx, I feel very proud.

With the hard work of all counter employees who are committed to their own jobs, dedicated to their duties, united and diligent, our store counters also achieved a major breakthrough in sales performance in 20xx compared with 20xx. The situation of our counters is now summarized as follows:

1. Sales situation

As of x, month x, 20xx, the sales of the store counters were compared with the same period in 20xx , rises (falls) x%. This counter counts promotion times and completes the promotion task by %.

2. Member expansion

(1) New member expansion

As of x, month x, 20xx, this counter has developed x new members. Compared with xx, it increased by xx%.

(2) Maintenance of old members and individual customers

This counter strictly implements the company’s membership system and communicates with members patiently, carefully and enthusiastically, which further enhances the old members’ awareness of the brand. Fidelity and emotion. The return rate of old members reaches %. For individual customers, the tellers at our counter also adhere to the tenet of dedicated service and customer first, so as to possibly increase the return rate.

3. Competitive product analysis

Facing competitors such as xxx, this counter focuses on the elegance, nobility and classic brand image of this product, and highlights personalized and high-quality services. advantages. This will significantly increase our brand's competitive share in the market. Such as facial mask (occupancy situation), facial cleanser (occupancy situation), since I don't know the specific market, I can do a little analysis by myself. Maybe compare the advantages and disadvantages of our products.

4. Daily work of the counter

This counter strictly abides by the company's counter management rules. In terms of personnel management, we pay strict attention to the company's image and serve customers enthusiastically and patiently. In terms of inventory management, strict shortage registration and inventory registration are carried out, and inventory work is carefully done. In the management of goods, pay attention to dryness, cleanliness, fire and moisture protection, and keep the goods clean.

In terms of daily work at the counter, we must strictly abide by the company's management rules so that consumers can subscribe to our xx high-quality products with confidence. In 20xx, our focus is: to conscientiously connect customers and products, promote xx's high-quality products to customers, and bring customers' love for products back to the company. Work hard to achieve Shiseido's strategic goal of "a global enterprise originating in Japan and Asia". Summary of cosmetics promotion activities 7

Whether from the perspective of modern marketing theory or front-line marketing practice, as a daily chemical company, it is a good platform for communication and interaction between products and consumers. Promotion It is indispensable and will remain the main means and competitive weapon for product promotion in the market.

1. Look for innovation in segmentation

1. Innovate themes

A good promotional theme can give consumers a reason to buy and effectively avoid price wars. brand damage in the future, so the theme must be combined with the promotional needs, expressed in concise, grand, and friendly language, and be easy to spread, easy to identify, have a strong sense of the times, and have a strong impact without deviating from the brand image. , instead of the ordinary words such as "buy one get one free, shocking hot sale, special offer, true feedback" and so on.

2. Content innovation: create a unique form to impress consumers

The main support of promotional activities lies in the design of promotional content, whether it can guide consumers to become interested, and whether it can defeat competitors, Whether the product and brand information can be effectively conveyed, the unique content form can easily meet the psychological needs of consumers for novelty, difference and benefits, and generate emotional excitement. Creative space should be found from the promotion forms, themes, tools, and means. Optimize the combination of purchases and gifts, packages, draws and other forms, and introduce new ones.

3. Material innovation: Create a beautiful terminal that affects customer groups

Good themes and good plans must also use creative materials to light up the terminal, so that daily chemical products can use materials Stand out in the competition and be the first to catch consumers' attention, create a good atmosphere to influence consumer purchases, and form more herd purchases. Three-dimensional indoor and outdoor images can help improve promotional effects.

4. Personnel innovation: Cultivate a high-level promotion team that touches consumers

Excellent salespeople are the vanguard of completing product sales, achieving final and effective promotions, and are also the core of promotional activities. The final implementer should innovate in words, actions, and details based on the grasp and understanding of consumer psychology, corporate products, and sales techniques to impress consumers.

2. Execution is the key to promotion

Promotion is a complete system. When pursuing innovation in promotion links, we must pay more attention to the key links in promotion execution to ensure promotion. Effectiveness and good results, promotions that pursue superficial innovation but are not well executed are just embroidered pillows - they are beautiful but useless. Promotions must serve sales and profits on the basis of innovation.

A good promotional theme is like bright eyes, a good plan is like a charming body, good materials are like sexy outerwear, and a good promoter is like an eloquent speaker, with the help of innovation in every link With cooperation, we believe that the overall charm of the corporate image and brand image will win consumers' attention, purchase, and trust, and sales promotion will truly become a powerful tool in the ground promotion of daily chemical brands, and the role of sales promotion will be maximized.

An activity, no matter how big or small, "planning accounts for three, planning accounts for seven", which shows the importance of activity implementation. No matter how good the strategy is, no one will implement it, and he will still wait for nothing.

Employees do not have enough knowledge about promotional activities, lack of service enthusiasm, and lack of skills and energy in promoting promotional activities. In the minds of employees, there is no "activities require a large amount of capital and manpower investment, and the turnover has increased significantly." The concept of elevation”.

In addition, there is no radical plan in the sales process of the activity, and the sales tasks are not broken down. "General management, rough sales" also limits the growth of sales. Summary of Cosmetic Promotional Activities Chapter 8

According to the unified arrangements and deployments of the State Administration and the provincial and municipal bureaus, in order to solidly promote the cosmetics supervision work in our county to a new level, from May 20 to May 26, 20xx , launched a publicity campaign with the theme of "Safe Makeup Use to Light Up Life". The activities are summarized as follows:

1. The activities are carried out in flexible and diverse forms, and are vivid and colorful

This publicity event was led by the Pharmaceutical Equipment Section of the County Market Supervision Bureau and the Food and Drug Inspection and Testing Center, with the cooperation of various district supervision offices and township food and drug supervision stations, and fully organized and implemented the event. The event was carried out through video broadcasts, on-site publicity, and on-site publicity at home stores. , the activities are carried out in flexible, diverse and lively forms.

(1) Video broadcast situation: From May 20 to May 26, 20xx, staff were organized to go deep into cosmetics stores and put cosmetics science popularization videos on public platforms such as electronic displays in cosmetics stores. A rolling broadcast was conducted to publicize practical knowledge on the safe use of cosmetics to the general public. It also made full use of new media such as "two micros and one paragraph" to use diversified publicity methods to carry out scientific concepts of safe purchase and use of cosmetics, ensuring that the activities were effective.

(2) On-site publicity: The Pharmaceutical Equipment Unit and the Food and Drug Inspection and Testing Center organized staff to hold a "Safe Makeup to Light Up Life" event at the gate of the Chunchangba office area on May 23, 20xx On-site publicity activities with the theme of cosmetics, through rolling broadcast of promotional slogans on electronic screens, placing display boards, distributing leaflets, popular science pamphlets and other forms, promote the scientific concepts and practical knowledge of safe purchase and use of cosmetics to the general public, and educate cosmetics Supervise relevant laws and regulations and enhance public awareness of the scientific use of cosmetics.

2. The activities were effectively carried out with effective measures and remarkable results

This activity takes strengthening organizational leadership, highlighting work priorities, and paying attention to work effectiveness as the overall requirements. The activity implementation plan is carefully formulated and carefully implemented. Activities were organized and carried out, with multi-department coordination and linkage, effective measures for carrying out activities, large social impact, good response from citizens, obvious results of activities, and achieving the expected goals.

This event mobilized 200 staff, produced 120 electronic slogans, distributed more than 8,000 promotional brochures, distributed more than 10,000 leaflets, produced 52 display boards, and broadcast cosmetics promotional videos on a rolling basis More than 300 times, more than 800 people were consulted and answered on-site, and some cosmetics stores were visited under supervision. Through the launch of this theme publicity activity, common knowledge about cosmetics classification, labeling, adverse reactions, facial masks and other products has been popularized, and the general public's reasonable expectations for the efficacy of cosmetics and their ability to identify and purchase cosmetics independently have created a good consumption of cosmetics. environment. ;