Marketing planning scheme of jewelry store

Five marketing planning schemes for jewelry stores

Jewelry stores pay attention to that kind of lightness, and luxury and modern jewelry store design is no exception. Clean and bright is the main feature of luxury modern jewelry stores. Next, I will bring you a jewelry store marketing plan. I hope you like it.

At present, with the gradual improvement of people's living standards, jewelry has moved from an unattainable position to the homes of ordinary people. Jewelry promotion has also been widely existed in major high-end shopping malls. As a luxury, how to promote sales at the terminal? Below, I will give an example of a promotion method widely used by many businesses to see how effective it is. I brand is a jewellery brand that has risen in China in recent years. In order to seize the market and improve sales performance, I brand launched a series of promotional activities at the terminal. The specific operation method is: firstly, increase the price of jewelry products on a large scale, then set the discount at 3-4 fold, and inform consumers in the form of hard advertisements in newspapers, and vigorously promote sales in the form of gifts at the terminal to achieve the purpose of promotion. After I brand launched the discount storm, it was followed by the follow-up of low-end brands, and everyone raised the discount butcher knife in succession, trying to compete in the terminal. As the promotion manager of M jewelry brand, the author did not act immediately after learning the news. After a series of wait-and-see, the author found that the sales performance of I brand has not improved significantly, and the sales performance of other brands is also stumbling. After careful analysis, the author draws the following conclusions:

1. Jewelry is a luxury industry. In the author's H province, the main consumers who support jewelers' performance are still couples who are about to enter the marriage hall. Getting married is a major event in local life. In order to deal with this matter, both male and female families have to invest a lot of money. All kinds of furniture, all kinds of common appliances and wedding rings play an important role in marriage. In order to do this once-in-a-lifetime thing well, consumers of all kinds of furniture and household appliances, including jewelry, should choose from thousands of pieces to ensure their good quality. However, our brand holds high the discount butcher knife and openly enters the market. Before such a high discount, customers will inevitably be skeptical: is there a mystery hidden in such a high discount jewelry? Can its quality be guaranteed? It is better to be cautious when talking about marriage, even if you spend a little more money on safe jewelry. Because consumers have already met before buying, many customers would rather choose some jewelry with high price and hard brand than give in to this once-in-a-lifetime activity.

2. In terms of promotional items, I brand chooses music boxes, middle and low-grade cosmetics and household appliances as the main gifts. First of all, let's analyze the income of the population in H province.

H province is located in North China, and the average income level of local people is 600~ 1500 yuan. From a national perspective, the income situation in H province is generally low, so local consumers are more inclined to get benefits when buying large items. For newlyweds, music boxes are of little use to them, and the prices of cosmetics and household appliances are too transparent; On the other hand, newlyweds often buy high-end cosmetics and household appliances before the wedding. At this time, in order to control the promotion cost, it is very inappropriate for brand I to give away middle and low-grade cosmetics and household appliances. In the end, customers are likely to choose other brands because they can't see the benefits.

3. The jewelry display of brand I has changed obviously since it entered this city, and the merchandise display of other jewelry counters often changes every year, with little change. As far as married and senior white-collar workers are concerned, such people have a great chance to go shopping. But every time I come to the sales terminal, the goods are still there, and the display of goods is rigid, which makes the customers with high taste feel no freshness, which is naturally unfavorable to the sales situation.

4. In the sales process, I-brand counter salespeople often adopt more utilitarian promotion methods. Because the terminal sales situation is directly linked to the income of the sales staff, most of the products that the sales staff of brand I sell to customers are high-margin jewelry. Due to excessive promotion, customers will have a lot of doubts and antipathy during the purchase process, and the resistance will change, which will eventually lead to the end of the sales process. At the same time, the after-sales service of I brand is basically consistent with the terms of service of most merchants. In addition to giving away vip cards, free cleaning and maintenance, and trade-in services, there are no other innovative methods, so the homogenized after-sales service cannot give the I brand an advantage in terminal promotion. Terminal is the forefront of sales, and the lessons of I brand have sounded the alarm for us. As a leading jewelry enterprise in H province, how to effectively promote M brand and how to make customers come to us in the dazzling discount storm has become the primary problem. Finally, after careful analysis, the author thinks that the way to make M brand jump out in front of customers is to activate the terminal+targeted promotion policy.

First, relying on the inherent influence of M brand, we didn't take drastic price reduction. However, we have stepped up our advertising efforts. During this period, the author quickly strengthened the advertising campaign in airports, high-end office buildings and hotels, and fashion dm special issues. At the same time, the author marries with wedding agencies such as major wedding photo studios in this city, implements customer resource sharing, and places brochures and vouchers in such places to maximize the integration of high-income consumers and newlyweds.

Second, in terms of promotional items, try to cater to the consumer psychology of the public and give customers tangible benefits. Among them, the main gifts are vouchers for high-grade silk quilts, duvets, high-grade household appliances and wedding photo studios. The above kinds of gifts are closely related to marriage. After buying M jewelry, customers can save a lot of time and money to handle other affairs. The word "material benefit" has actually entered the hearts of consumers.

Third, implement a new terminal incentive policy:

(1) encourage terminal clerks to innovate in product display. If there is innovation and breakthrough in the display, 200 yuan, the clerk, will be rewarded immediately, which has changed the situation that the clerk's performance was only linked to sales in the past. The introduction of this policy not only greatly promoted the enthusiasm of terminal sales staff, but also changed the rigid situation of terminal display in the past through innovative display methods, making the goods "live" themselves.

(2) Strengthen the training of terminal shop assistants, including:

First, the emotional marketing promotion method. Whether it is a couple who are about to get married or a white-collar worker with higher income, they will be guided by their own personality and aesthetic concept when buying jewelry. Strengthening emotional marketing training can help salespeople understand the temperament and aesthetic concepts of customers in a short time, and finally guide them in a targeted manner, thus reaching a commodity transaction.

B, the meaning of each product. The product is dead, but we can give it life. The company copywriter will give the product a corresponding name after each arrival, and write a romantic legend for the product according to its shape and appearance. After strengthening the training of product implication, the sales staff can know more about each product, and at the same time, it invisibly increases the explanations needed to deal with customers, which ultimately plays the role of activating the product itself.

C. Basic rules of experiential marketing. Starbucks can turn the process of selling coffee into a coffee culture tour, so why can't we turn the process of selling jewelry into a jewelry culture tour? After the training of experiential marketing, the sales staff turned the simple product promotion process into a romantic cultural tour of jewelry, in which customers can learn a lot about the color, origin and origin of jewelry, so that the whole sales process is no longer rigid. In this way, no matter whether customers buy goods or not, they can learn a lot of jewelry common sense in the process of sales introduction, and finally have a sincere affection for M brand, laying a good foundation for current or future purchases.

Fourth, terminal advertising. After many consultations with the store manager, the store manager finally agreed to our plan to broadcast TV advertisements on the terminal. At the same time, in order to form a three-dimensional display effect, I ordered the company's designers and planners to make crystal advertising racks, POPs and product brochures. The combined use of these advertising supplies makes all the terminals of our M jewelry come alive at once, and our terminals can catch customers' eyes first, whether they are close at hand or far away. In today's information explosion, whoever catches the customer's sight first may seize the opportunity.

Fifth, the introduction of value-added service policies to break the status quo of service homogenization. In the luxury goods industry, good reputation and excellent service are the best weapons to establish a brand. In order to enable customers to enjoy our after-sales service, we have registered every customer in detail. After the new product is launched, we will send the product manual to the customer immediately; On our customers' wedding anniversaries and special festivals, we have exquisite gifts to send; Customers find quality problems, and we will repair and replace them as soon as possible. Perhaps many jewelers also have customer files, but according to my observation, there are very few businesses that can really use these files. In fact, it is much cheaper to maintain an old customer than to develop a new one. A affectionate greeting, a delicate gift and first-class and fast service will make these old customers deepen their feelings for us. What is more commendable is that this will form a strong word-of-mouth effect and play a substantial role in expanding our brand and improving our sales performance. Terminal promotion is a three-dimensional sales process, which effectively integrates the internal resources of enterprises, digs deep into the inner needs of consumers, and constantly innovates, making terminal promotion from rigid to flexible. This is the promotion book of M jewelry. After the above five measures were vigorously implemented, the performance of M Jewelry climbed by 80%, even surpassing some internationally renowned brands at the peak of sales. Let your terminal promotion live, let your sales performance and brand image live!

Jewelry Store Marketing Plan Part II Activity Theme

Thousands of gold, a promise of a thousand dollars, love to set a new gold-a new gold jewelry Tanabata affectionate gift

As the Valentine's Day in China, consumers' purchasing desire is far lower than that in the West. Married people and lovers may choose to buy gold/platinum/diamond jewelry or propose marriage on Valentine's Day. Xinjin Jewelry can take this opportunity to promote decorative products, launch activities in the form of "buying jewelry as a gift" and "limited time", and at the same time carry out hard, wide and soft publicity in newspapers to expand the influence of activities and enhance brand awareness and reputation.

I-word duration

August 23rd, 20__.

Activity content

1, the attractive price is crazy.

On the day of the event, 1 piece of gold/platinum/diamond matching jewelry suitable for the Qixi theme was launched every hour, with a limited sale of 5 pairs, and the price was shocking.

2. Full-time shopping will be delivered immediately

On the day of the activity, those who spend more than 20 yuan will receive 1 pearl bracelet/1 chocolate/1 red rose with the shopping receipt.

3. Star products are carefully selected.

Select gold/platinum/diamond necklaces, bracelets, pendants, earrings and other female ornaments and lovers' rings, and recommend them to consumers through newspapers, in-store materials and sales staff.

4. Regular promotion is equally exciting.

Gold minus 50 yuan/gram; Platinum is lowered by 80 yuan/gram; Jewelry is 15% off.

Publicity and cooperation

1, media promotion

On August 22, 20__ _, Chutian Metropolis Daily/Wuhan Evening News 1/3 black and white (version 5-8);

August 23rd and 20th, 2000, Chutian Metropolis Daily/Wuhan Evening News, 600 words.

2. In-store publicity

_ _ Display stand, counter POP, glass sticker.

scheduling

August 13- 15, 20__: Write and determine the activity plan and promotion policy;

August 20th _ _, 15- 17: newspaper design, material design and soft writing;

August 20 -2 1, 20__: The newspaper widely reported that the materials were revised, finalized, produced and transported;

August 22-23, 20__: Publication of newspapers and implementation of activities.

Jewelry store marketing planning Chapter III I. Theme of the event

"Heart to Heart Star Wish" borrows a romantic star and makes a sincere wish to continue the fate of his or her previous life.

Second, the purpose of the activity

1, the ultimate goal: to increase product sales;

2. Direct purpose: improve brand awareness and reputation through activities;

Third, the activity time

May x to may X.

Fourth, the venue

_ Jewelry _ selling point of the region

Verb (abbreviation for verb) organizer

_ jewelry co., ltd

Sixth, the details of the incident.

Divided into three parts

1, dedicated to lovers who can spend Valentine's Day;

2. Dedicated to lovers who can't spend Valentine's Day;

3. Dedicated to single aristocrats.

Specific as follows

1, dedicated to lovers who can spend Valentine's Day.

Write a romantic poem with him (her) * * *, make a sacred covenant with him (her) * *, share deep language with him (her), hold hands with him (her) * * * in this life, and continue the fate of previous lives.

Love recommendation: "Heart Talk"

2. Dedicated to lovers who can't spend Valentine's Day.

There are you and him (her), unchanging true feelings and eternal expectations, just because love is in our hearts. Give him a blessing, and it will come true, because it is the embodiment of love.

Love recommendation: Heart Sea

3. Dedicated to single aristocrats

On the day when the color plates are paired, let's put down our burdens for a while and have a date with the meteor. I believe it will fly to the place where our dreams come true with our wishes.

Love recommendation: Kiss of an Angel

Highlights 1

"heart to heart, star to star"

Make a sincere vow to him or her, and let the meteor carry your true feelings and travel through every corner of the world. I believe the dream in your heart will come true.

Objective: To create a romantic atmosphere for lovers and let them feel the uniqueness of jewelry. )

Prop preparation: the meteorite, placed in a delicate glass box, represents the eternal love of one percent, one thousandth, one thousandth and one billionth of a meteor.

Activity highlight 2

"True Statement Collection"

Participants fill in your declaration on the card specially made for you, and we will choose the most creative declaration, the most touching declaration and the most romantic declaration on X. Be sure to leave your contact information! We will help you convey your love to him/her.

Jewelry store marketing plan 4 I. Activity time:

May 20, 20__

Two. Theme of the event

Sweet-talking roses-_ jewelry conveys your love.

Three. Activity background:

Every holiday, Valentine's Day is an excellent opportunity to express love. What people think most at this time is their lover or lover. People will think of sending flowers to their lovers and buying gifts (such as jewelry and cosmetics), so we cater to this psychology and specially introduce a novel and unique gift-sweet rose, so that people can express their love and gratitude to their lovers or lovers with sweet roses while giving gifts.

Four. Purpose of the activity:

1. Increase the popularity of the store during Valentine's Day through this activity;

2. Improve the local popularity of jewelry brands and seize market share;

3. Further improve the brand reputation of _ jewelry to facilitate long-term promotion and sales.

Verb (short for verb) activity:

1. Activities:

(1) Publish an activity advertisement in a local daily newspaper or evening newspaper with a large circulation, with the theme of "Roses that can talk sweet words-_ jewels convey your love";

(2) Franchisees from all over the country advertise activities on local TV stations, and can also advertise the significance of activities, details of participation, addresses of local specialty stores/counters, telephone numbers, etc. in the form of subtitles during prime time of TV stations.

2. Counter promotion:

Anyone who buys more than 65,438+0,000 yuan in a jewelry store/counter will be given a "sweet rose". This activity is to let people express their love and gratitude to their loved ones on Valentine's Day, Lantern Festival, March 8 Women's Day and other festivals. "Sweet Rose" is mainly used to record the sweet words and thanks that people are usually embarrassed to say to their lovers or lovers, and then it will be sent to be lovers together with jewelry.

3. New list:

A series of new diamond ornaments (mainly "Shou" and "Shan Mei" series) will be sold at the same time at the headquarters, so as to move customers and complement this activity, making this "emotional marketing" a complete success.

Propaganda and popularization of intransitive verb activities

(1) Make posters and X tables in front of the store, arrange consultants to conduct consultation activities at the counter and set up an activity consultation telephone number to answer customers' inquiries about the series of activities;

(2) Network promotion: combining with local websites to do promotional activities such as event advertisements and event news reports, and do a good job of "creating momentum" propaganda in the form of news events;

(3) All partners should pay attention to the contact with local newspaper reporters and do a good job in reporting activities in order to achieve the purpose of long-term brand promotion and long-term promotion;

Seven. Activity budget

1. "Roses that can talk about love": 25×100 = 2,500 yuan;

2.x-frame: 65 yuan ×2= 130 yuan;

3. Publicity page (DM): 0.5 yuan × 20 _ = 1000 yuan;

4. Advertising fee: 5,000 yuan;

5. Total: 8630 yuan.

Jewelry store marketing planning scheme Chapter 5 Activity theme: May Day, all-round crazy feast.

Create popularity, attract customers' attention and promote store sales and performance. Create a passionate, happy, cheerful and peaceful holiday. So as to create a gold leaf jewelry brand in the hearts of customers!

Theme activity time: April 28, 2000-May 3, 2000.

Theme activities:

First, "awesome"

(1) 1, full-court gold and platinum special discount (May 1 day) for one day, jade and regular diamond: 5. 1 discount: warm heart diamond: 8.8 discount: thousand gold inlay: 10 discount.

2. "Treasure Hunt" theme activity. We will set up a diamond ring with a freezing point of 85 1 yuan in the store. When you find it,

(2): During the theme activities, all shopping will be given gifts.

During the theme activity, enjoy a lucky draw theme activity with the computer on the same day, and the prizes will be divided into special prizes. A diamond ring called "Lifetime". First prize. Boutique jewelry leather box or couple cup. Second prize. Gold leaf mug or real gold leaf.

Second, "awesome"

1. If you buy diamonds all over 20 yuan during the theme activity, you will get a gift of Yu Pei A worth 299 yuan.

2. Buy diamonds over 39,565,438+0 yuan and send 10 gold woven rings to Yu Pei.

3. Pei bought diamonds of 59,565,438+0 yuan and gave jade 10 299A gold bracelets.

4. Buy diamonds over 895 1 yuan, and give a gold braided bracelet and ten braided rings.

5. You can get the diamond pendant 20 yuan when you buy the diamond over 1005 1 yuan.

Third, the best:

Anyone who was born in 5 1 year, aged 5 1, has an ID card of 5 1 (serial number) and a mobile phone number of 5 1 (serial number) during the theme activity, and can buy jewelry on the same day, can be added to the lucky draw.

Jewelry store activity planning 5

Background information:

Every year, the partners of major jewelry brands in Shenzhen gather in Shenzhen to participate in some brand training, health cocktail parties or communication meetings. How to take advantage of the situation to promote the brand and get twice the result with half the effort in market expansion and flagship store business development? To this end, the brand development department will formulate the overall project plan for brand promotion, so as to facilitate colleagues of Lixin to carry out expansion work and brand building work quickly and efficiently.

Get the meeting information first: the marketing staff, customer service staff, general manager and department executives of the marketing department. Relevant contents that need to be investigated regularly: 1, meeting time, address and schedule of joining partners; 2. List of dealers and contact information; 3. Dealer's entry into the hotel and schedule of work and rest.

Second, determine the work content:

★ Pre-meeting (communication)

1. Send an invitation before the joining partner leaves: remind you that you can bring some maintenance attempts, mark the location of the new headquarters and flagship store, and tell the account manager who receives the individual the phone number.

2. After the partners arrive in Shenzhen, the network sends a text message to emphasize the welcome to Shenzhen, and reminds them to visit Lixin flagship store and discuss related cooperation matters again.

3. Can we reach an interactive arrangement with the brand headquarters?

1) Cooperation: * * Sign a contract with the established cooperation projects (forum theme, franchisee service projects) to establish new, mutually beneficial (discount) and special merchants (brand establishment and promotion period is free of certain maintenance fees).

2) Material distribution: new materials are allowed to be distributed together, and new material racks are placed on site.

3) Special explanation: the explanation on cooperation in establishing new projects at the franchisor meeting;

4) Set up a new venue and hold a separate briefing;

★ During the meeting (communication)

1, interview conditions: hotel visit (booked in advance);

2. Invite to visit the headquarters and flagship store.

3. The standard process of on-site promotion meeting, including the reception of the person in charge, feature film playing, explanation, on-site experience and other related services.

4. Special cooperation needs to arrange the reception of the general manager and make an appointment in advance.

5. Check into the hotel and place relevant publicity materials (lobby welcome card, guest room welcome materials);

6. Welcome banners and signs of headquarters and flagship stores.

★ After the meeting (communication)

1. The customer service and supervision departments use the SMS platform to send messages to the customers who have not visited, and convey the good atmosphere of the customers who have visited to the partners who have not arrived. They hope to visit the flagship store of Lixin (China) Jewelry Beauty Center again in their spare time and experience the faster, cheaper and more convenient beauty (maintenance) service for themselves. Please consult the account manager for details.

2. Questionnaires were conducted to the contracted partners and potential customers who visited Lixin Beauty Center, asking about the service quality and improvement suggestions, and timely feeding back to the brand development department to improve the service quality in time.

Third, summarize the promotion effect.

The general manager will hold a summary meeting of this project 3 days after the regular communication meeting of all brand joining partners to collect suggestions on the shortcomings of each position, and the minutes of the meeting will be submitted to the general manager for approval and sent to the participants 24 hours later.