How to promote sales in home appliance shopping malls

Abstract: Generally speaking, holidays are important sales nodes in the home appliance industry, but ordinary discounts and promotions can no longer attract consumers' attention. So how do home appliance shopping malls do a good job in promotional publicity? How to plan activities for home appliance stores? Home appliance stores can mainly offer discounts and draws, supplemented by gifts. It can not only attract consumers, but also expand the customer base. Let’s take a detailed look at the event planning template for home appliance stores and how to do promotions and publicity in home appliance stores. Home appliance store activity plan How to plan a home appliance store activity plan planning template Promotion time 2020 x month x day - x month x day 2020

Promotion theme Promotion theme: xx small home appliances welcome gift and big reward

Promotion slogan: xx, take home x soy milk machine; xx, take home x multifunctional stew pot;

xx, take home xx juicer; xx, take home xx electric kettle "Go home

Old customers of xx electric kettle will get gifts even if they don’t buy them

It’s Chinese New Year, so bring a soymilk machine home to your parents far away

(Banner The slogan is the above slogan or promotional theme)

Promotion purpose 1. Take advantage of the "New Year's Day" Golden Week (or other festivals) opportunity to increase our company's terminal retail sales and increase distribution efforts;

2. Through on-site terminal demonstrations, we can enhance the visibility of our products and stimulate the purchasing desire of hesitant consumers;

3. Effectively combat competitors and lay a solid foundation for achieving our company’s sales tasks next year. The first battle;

4. Drive sales of other products by promoting models;

5. Enhance dealers’ confidence in operating our products and boost the morale of shopping guides.

Promotion objects and scope 1. Promotion objects: end consumers

2. Scope: xx, xx controllable terminals (referring to stores with shopping guides)

< p>On-site demonstration of promotional methods with big rewards activities, the big rewards include promotional models, 12% off discounts and gifts

1. Promotional models

Electric kettles: xxx, xxx, Promotional price xx yuan;

Induction cooker: xxx, promotional price xxx yuan;

Soy milk machine: xxxx, promotional price xxx yuan;

Stew pot: xxx, Promotional price xxx yuan;

Juicer: xxxx, promotional price xxx yuan;

Other models are 12% off

2. Gift form

In addition to random gifts, all customers who purchase xx products will also receive a beautiful New Year’s calendar (worth xx yuan). Electric kettle customers will also receive x packs of descaling agent worth x yuan. Regular electric kettle customers will also receive a valid purchase 1 pack of descaling agent worth x yuan will be given free of charge if the machine is certified. (Except for the above special gifts)

3. On-site demonstration

Demonstration models: stew pot xxx, soy milk machine xxxx, juicer xxxx, xxxxx; (these four models are required for demonstration Models of other models, merchants can add other models according to sales)

Demonstration location: at the entrance of the shopping mall or at the entrance of the stairs or at the entrance of the shopping mall

Demonstration requirements: stew bones or stew in the stew pot Chicken (others can be substituted during the bird flu period), corn, steamed buns, eggs, sweet potatoes, etc. are placed in the steamer and steamed; the soy milk machine is required to continuously make soy milk (soy milk with sugar) and let all customers who come to the demonstration station taste it; slag juice The machine requires on-site demonstration of the juice extraction process and on-site demonstration of the cleaning process to highlight the ease of cleaning. When xxxx demonstrated the milk extraction process, the raw materials were bananas, pure milk, rock sugar, etc. or cucumbers, carrots, etc. After the demonstration, the demonstrator tasted it first. Clean it and give it to customers to taste. All the above things that are demonstrated for customers to try must be hygienic and clean (not only the demonstration but also the backstage operations must be hygienic to prevent customers who taste it from getting sick and upset after drinking it and complaining).

Demonstrator requirements: Demonstrators must have a loud voice and clear articulation, wear a headset as much as possible if possible, move naturally, speak in an approachable and humorous manner, and attract customers to come to watch and consult. At the same time, the demonstrator should also highlight the easy-to-clean process of xxxxx, and prepare a bucket on site to make it clean as soon as it is dipped in it; during the demonstration, the demonstrators should pay attention to the customers' questions and answer them while demonstrating.

Demo table requirements: at least x demonstration tables must be placed together for demonstration.

On-site demonstration layout requirements: one Some balloons, flowers, ribbons, and bows made by the shopping guides beautified the scene and created a promotional atmosphere.

Promotion Cooperation 1. Products

The business manager/regional manager urges dealers to pick up the goods in advance (especially for promotional models to have sufficient inventory) and outlets to pick up the goods.

2. Preparation of promotional materials

The marketing department will issue demonstration stands, display racks, and gifts to dealers before x day; dealers will print black and white single pages of promotional information and promotions by themselves before x day Themes, promotional slogans, banners and small gifts and other materials.

3. Personnel division of labor and responsibilities

Activity commander--General x

Activity person-in-charge--x department

Plan Writing, issuing, and checking - Marketing Department

Material distribution-Customer Service Department

4. Shopping guide training

Shopping guide management personnel of each dealer, business The manager/regional manager should conduct pre-event training on the content of promotional activities, terminal demonstration skills, etc. In addition to introducing the selling points of our products to customers, this promotion also guides customers to purchase the models our company mainly promotes from the following aspects:

Soy milk machine: Using xx fully automatic soy milk machine only requires It only takes ten minutes to make fresh and fragrant cooked soy milk, and the cost is less than 30 cents. For 30 cents a day, the whole family can drink fresh soy milk, which is really a good deal after all. More importantly, you can rest assured that you make your own soy milk, and you are responsible for its hygiene and freshness. You cannot drink black-heart soy milk. To drink hygienic, fresh and fragrant soy milk, it is best to make it yourself, and you are responsible for choosing beans and water. Hygiene is absolutely guaranteed; at any time Make it and drink it anytime, it’s fresh. (You can explain it to customers compared to buying a cup of soy milk for one yuan outside)

Juicer: Who wants to eat carrots, cucumbers, etc. if they are left like that at home, but if you change them and squeeze them into juice? , then it’s different; especially when children of relatives and friends come to the home, the feeling is even more different.

Stew pot: The biggest advantages of water-proof steaming and stewing are: first, the sealing performance is good, which can prevent the original gas of the stew, especially the supplements from being volatilized; second, the heat is evenly balanced, which can make the stew more delicious. The nutritional structure is not destroyed; thirdly, the stewed food not only has a crispy texture and original flavor, but also has a clear soup color, rich umami flavor, and a unique gourmet flavor.

How do home appliance shopping malls do a good job in promotional publicity and choose reasonable times? Promotional time is not without rules. Generally, the annual promotion plan is selected in:

First: traditional holiday promotion; Two: store celebrations and opening promotions; third: promotions at special times.

These three situations, coupled with the choice of store location, are organically combined to form year-round promotions.

Faced with many festivals, how do we choose? First: traditional major festivals and festivals with public holidays must be chosen, such as Spring Festival, Labor Day, Dragon Boat Festival, Mid-Autumn Festival, etc.; Second: Choose festivals that are in line with the times, such as Valentine's Day, Mother's Day, and Christmas; third: choose festivals that are influential to specific groups of people, such as Teachers' Day, Children's Day, etc.

According to different store types and regions, as well as different promotion tasks, one or a few of these festivals can be selected for large promotions, and others can be used as small preferential activities or combined marketing.

Secondly, promotions must be chosen during store celebrations and opening promotions. The intensity of promotions should be the most grand among all promotions throughout the year, because this is the best time to publicize and attract customers, and it is the most relevant to store promotions. Intensive marketing activities.

In fact, the timing of a good promotional event is only one aspect. The most important thing is the preparation before the event and the operation during the event. It can be said that it determines the fate of a promotional event. Therefore, it is particularly important to make thorough preparations in advance.

Thoughtful Preparation The success of a promotional event mainly depends on the preparation before the event. Thorough preparation before the event ensures that the event proceeds smoothly and orderly. So what should the store do in the early stage of the event? What about preparation?

1. The application for promotional activities has been approved

A complete promotion plan, including event city location, time period, product mix, event methods, personnel promotions, gifts and props Investment, store corresponding support, input-output ratio, sales effect estimate, store profit analysis, operating rules, crisis plan, etc.

The purpose is to maximize the exchange of free or low-cost resource support from the store. (The time is to be completed one month before the event)

2. The design, purchase or production of promotional materials and gifts required for the event are completed

The promotional content and event time, method, location, etc. Correspond to the data and strive to be vivid and prominent, but the key points must not lose the main appeal of the product. (The time is to be completed twenty days before the event)

3. Establish the theme and plan

After determining the specific event time, according to the market conditions, establish the most suitable theme for your store activity. This theme planning corresponds to the plan. Under normal circumstances, in addition to special times such as openings and store celebrations, various festivals should also use corresponding themes for seasonal promotions.

After selecting the theme, set the promotion plan and promotion form (outdoor stage, catwalk, lecture or indoor promotion) according to the theme.

4. Prepare materials

After determining the plan, it is time to prepare the materials needed for promotional activities. These materials are divided into several major parts:

(1) Promotional materials: arches, tents, brand image display racks, simple promotional stands, posters, microphones, speakers, balloons, leaflets, etc. must be carefully prepared and applied to the brand company in advance.

(2) Product promotion materials, and prize materials if there is a lottery. Depending on the activity form and revenue, 10%--20% of the points can be used during general promotional activities.

(3) Production of event promotional leaflets. After the activity plan is formulated, some promotional leaflets should be made. The promotional leaflets should not only highlight purchases and gifts, discounts, free, special offers, etc.; it is best to also put The pictures are intuitive and clear, and the store image pictures expand publicity. The leaflets should be intuitive, concise and have a prominent theme.

(4) Store blank posters are prepared for publicity during the event.

(5) Preparation of customer files and receipt books

5. Recruitment and training of promotional personnel

Recruit promotional personnel with promotional experience according to the activity plan and conduct pre-job training Training:

(1) Basic training: The content covers company profile, product profile, production process, job responsibilities and assessment standards, and requires promoters to understand the precautions and rules and regulations of promotion.

(2) Targeted training: Targeted psychological guidance before promotion and how to answer consumers’ common questions, constantly enriching and refining more convincing rhetoric.

(3) Improvement training: improve complaint handling, improve communication skills, and achieve consultative promotion. (The time is to be completed two days before the event)

6. Apply for a venue

If it is an off-site promotional event, you must apply for a venue with the local urban management, environmental sanitation and other competent departments before the event to ensure that the event Carry out smoothly and orderly to avoid unnecessary trouble during the event and affect the mood and state of the promotional personnel.

7. Organize inventory and prepare goods

Inventory is usually organized before an event. Inventory is prepared for the event; in fact, before promotional activities, in addition to replenishing sufficient supply, inventory is also prepared in time. Clean up slow-moving damaged goods and goods that are about to expire, and deal with them through free gifts, gifts with purchases, and ultra-low special prices during the event to attract popularity. After sorting out inventory, replenish supplies in a timely manner.

8. Make event-themed banners

Be sure to make event-themed banners before the event and hang them on the store front two days before the event. Start spreading the word.

9. Notify members

Two days before the promotion, we will start organizing customer appointments and start calling and texting members to notify members of customers to come to the store to receive gifts and enjoy discounts to ensure the popularity and popularity of the store during the event. Sales volume, general member customers will have a higher recognition of the store, and it will be easier to accept the product, which will give the promotion personnel enough confidence and courage at the beginning of the promotion activity.

10. Distribute leaflets

Two days before the event, stores will start distributing leaflets to streets, enterprises, institutions, communities, etc. It is best to attach cash to the leaflets. Coupons or gift certificates, etc., this can effectively control the tragedy of leaflets being lost to the trash can and enhance the communication effect of leaflets. If you don’t see the flyers flying all over the streets, the result is that they will always end up in the trash can or on the street and be fined by sanitation sanitation.

11. Organize the counter and decorate the store atmosphere

The day before the promotion, we mainly start to create the store atmosphere. Use balloons, hanging flags, eye-catching posters to decorate the store, and arrange the counter reasonably. Arrange special offer, purchase and free gift counters at the entrance, middle, and innermost of the store, and post eye-catching small POP promotion signs on the store counter; "Buy one, get one free", "Store manager recommendation", "Gold medal products" and "Seasonal products". Products”, “must buy in summer”, “original price* special price*” and so on.

In promotional activities, the creation of a store atmosphere and the reasonable layout of the counter are very important. The creation of the store atmosphere will visually attract customers into the store. The reasonable layout of the counter can not only attract customers but also increase sales. .

12. Set promotional sales goals

Be sure to set overall goals and daily sales goals before promotional activities and break them down to each person.

After making thorough preparations in the early stage, we enter into the orderly process of the event. A good promotional event not only has popularity but also sales. However, some stores are always unable to get out of this predicament. , some are popular but sales are not increasing, and some are simply not popular and have no sales. So how can we achieve both popularity and high sales during promotional activities? What should we pay attention to in practice?

Interactive and changeable promotion scene. Anyone who has ever operated a promotion knows that in practice, promotions are really changeable, and various problems will arise. It is also important to do a good job of interactive cooperation in a promotion. It is particularly important; to control the overall situation of promotional activities, we must do the following details, and these details are often overlooked by us:

1. The image should be unified and professional

It is best to dress appropriately during promotional activities Be uniform and wear light makeup to show professionalism and give customers a sense of trust.

2. Clear division of labor and mutual cooperation

In a promotional activity, there must be good coordination and clear division of labor;

But each group is not independent Individuals must cooperate closely, because a good promotion is not a one-man operation, and no matter how capable one person is, it is impossible to reverse the performance of the entire group;

Promotion activities best reflect the coordination and cooperation of a team. It has comprehensive capabilities such as response and execution, so it is very important to have good teamwork and execution in promotional activities.

In promotional activities, it is necessary to divide the work of dispatching orders, creating atmosphere, stands, sales, etc. according to the specific situation of the members participating in the promotion, or divide each counter into groups according to the store layout, and divide the work between each group. Close fit.

3. Cooperate inside and outside to work together

In promotional activities, when dispatched to solicit customers, the sales reception staff inside must be discerning and quick when receiving customers into the store, greet them promptly, and receive them politely and warmly, so as to strive for Leave a good first impression on customers and shorten the psychological distance in the first time. During the event, you should create an atmosphere on the outside and focus on sales on the inside. Only by cooperating with the inside and outside can you do a good job.

4. Participate in games and give gifts

In order to attract customers during promotional activities, we usually carry out lottery draws, gift-giving and other activities to enliven the atmosphere during the event. So how can we use it? What about these patterns?

Generally, when customers enter the store, they will only participate in the stand-up carousel lottery after consumption. When customers enter the store, they will find that this kind of lottery requires compulsory consumption and has no sense of value. At this time, customers will be disappointed. It feels like they will generally leave.

During the lottery, you can switch to an interesting game competition to award prizes. Only the top ten will be given prizes, and the rest will receive discounts. Multiple rounds of games can be decided based on the flow of people in the store. In this way, customers can be attracted to enter the store when they are not consuming, and at the same time, it will not cost a lot of money.

Like the brand Shake game, you can use the TV screen in the store to compete in the game. It contains a variety of scenes and characters. You can set the appearance of the game by yourself, and you can also upload the brand's logo and product advertising information, making customers feel that the brand is full of ritual at a glance.

The way for customers to participate in the game is also very simple. You only need to scan the QR code to enter the game, and you can push your game character forward by shaking your phone. The relaxed and cheerful atmosphere can easily infect the surrounding customers.

After the game is over, the sales promotion staff must always have the product in hand. First, they should give customers a taste of the product at any time. Second, they should also give customers a reminder when the sale fails and the customer is about to leave the store. Small gifts with brand logos are a sales failure, and we have achieved the purpose of promotion and publicity. Customers will definitely have memories of the store. Whenever they have needs, this store is the first thing they think of.

5. Register customer information in detail

Promotional activities are not only an important means to improve performance, but also to develop new customer sources, laying a solid foundation for the long-term development of the store. Therefore, in promotional activities It is very important to record customer files.

6. Organize the counter in a timely manner and replenish goods

Due to the large number of people in the promotion, the counter will generally be chaotic after a period of sales, and some products will be sold out. At this time, it is necessary to Organize the counter in a timely manner according to the responsibility system and replenish goods to prevent losses caused by damaged cabinets and missing goods.

The end of the event brings a new beginning. The end of the promotional event brings not only performance but also strong publicity influence and new customer sources to the store. Only by doing a good job in the connection work after the event can we bring more benefits to the store. lay a solid foundation for its development. After an event, we mainly do the following work:

1. Organize inventory

After the promotion event in the home appliance store, there will definitely be a lot of goods that are out of stock or in short supply. We must first sort them out in time. Inventory, replenish the supply of goods in a timely manner to ensure the supply of goods for normal sales and ensure the health of the inventory.

2. Organize customer information

There will be a lot of new customer information during promotional activities. After the event, we will organize it according to the consumption situation in a timely manner, and give it to those with large sales within a week. Customers call to ask about product usage and urgently need consulting services to show their attention.

The end of a promotional activity is the beginning of a new service. There will be gains in every promotional activity. When the effect is not satisfactory, look for more solutions and summarize more to see if there is a problem in any link. If you pay attention to every detail, every subsequent promotional activity will become better and better.