Men's clothing store promotion plan book

# Planning # Introduction Clothing stores often hold some promotional activities, so how to achieve a win-win situation by holding these activities? The following is the promotion plan of men's clothing store compiled by KaoNet. Welcome to read it!

A promotion plan for men's clothing stores

1. The purpose of the promotion

1. Encourage customers to buy in large quantities and quickly increase the overall sales volume of the store.

2. Bring freshness to customers and deepen the impression of a commodity brand.

3. Strive for potential customers to try to buy, make customers familiar with goods (new products) as soon as possible, and promote the sales of goods (new products).

4. the purpose of enhancing the brand image of the store.

5. Clear the warehouse of old products and overstocked products to reduce high inventory.

6. attract competitors' customers to change their existing consumption habits, snatch customers and attack competitors.

second, the three principles of promotion execution

1. Innovation first

Innovation is the "secret weapon" to achieve "breakthrough" in promotion, and it is an effective way to attack other brands for follow-up and interception. If there is no innovation in the form of activities, it is impossible to achieve good results simply by playing special prices or buying gifts. In today's increasingly homogeneous promotion methods of various businesses, to achieve innovation, it is necessary to fully differentiate, and the design of promotion programs and the release of advertisements should take into account differentiation.

2, a small number of times

Because consumers' desires are always endless, and they all have the psychology that the harder it is to get something, the more they want it. Therefore, the promotion should follow the principle of "a small number of times", and each promotion should not be too strong (to reduce their expectations and avoid the impact on ordinary sales), and the product range should not be too large (the harder it is to get something, the more they want it). Some activity thresholds should be artificially set to make guests feel that they are taking advantage.

3. Winning lies in the details

The link where consumers finally decide to buy is called a "thrilling leap" in economics, which means that consumers are very delicate and often give up buying because of some trivial problems, so they are very vigilant. In this case, it is particularly important to grasp the implementation details. In the whole promotion activities, attention should be paid to details, from the design and posting of posters to the refinement of the promotion process and on-site implementation.

three commonly used categories of promotion

although we have the purpose of promotion, in many cases, we often fall into this kind of thinking: when should I do promotion? When will the promotion effect be better? The following categories and forms of promotions may help you find more ideas when planning promotions:

1. Large-scale holiday promotions

include but are not limited to: New Year's Day promotions, Spring Festival promotions, Lantern Festival promotions, March 8th Festival promotions, Dragon Boat Festival promotions, Army Day promotions, Mid-Autumn Festival promotions, National Day promotions and so on.

2. Thematic promotion

Special thematic promotion organized for a certain category of goods or events, including but not limited to:

(1) Celebration promotion for important festivals in the store, For example, company celebration promotion

(2) new store opening promotion

(3) joint promotion by manufacturers: joint activities with a certain brand manufacturer: brand promotion week (month), brand special week (month), etc.

(4) general theme holiday promotion: Valentine's Day promotion, March 15th promotion, 517 promotion, Father's Day and Mother's Day. Smart phone festival, music mobile phone festival

3, regular promotion

In addition to the above two categories, we call small-scale promotion around a specific purpose or market response to enliven the atmosphere on the spot, which mainly includes the following categories:

(1) Small-scale promotion to enhance popularity and sales at ordinary weekends.

(2) Respond to the promotional activities such as the opening of competitors.

(3) Special promotion for the warehouse cleaner.

(4) store celebration promotion.

(5) promotion of new products on the counter.

(6) Take advantage of opportunities to promote major activities or festivals in this region. For example, there will be a large-scale Hainan Happy Festival organized by the government in Hainan at the end of each year, and the King Tianchuang Mobile Phone Chain in Hainan will also hold the "King Tianchuang Mobile Phone Happy Festival" at the same time, which has always been well received by the market.

fourth, the "six-chain" process of promotion execution

what should be done in the promotion? What are the steps and processes to carry out a complete promotion activity? For many marketing novices, it is very simple to think about doing promotional activities. Once you really start to operate, you don't know where to start and what preparations to make. The following "six chains" will make it easy for you to face the promotion:

(1) Planning has highlights

1. Defining the time, place, object and activity form of the promotion.

2. The theme of the activity must be prominent, eye-catching and reasonable.

3. The interests should be clear. Why do customers want to buy it? What are the benefits? )

4, the details of the event should be considered comprehensively.

5. Special emphasis:

(1) Different products and different customer groups have different theme atmosphere styles. For example, the Valentine's Day promotion site creates a romantic and sweet atmosphere. Pink tone arrangement, elegant and graceful theme.

(2) The sales promotion mainly focused on price fighting and gift PK should be straightforward and simple, so that customers can understand it at a glance.

(3) A good activity theme: First, it must be attractive to the on-site customers; Second, it must have the value of communication.

(II) Preparation must be in place

1. Division of labor: Establish a "standing committee" for promotional activities, and clearly divide the work during the preparation period of the activities.

2. Weather confirmation: Find out the weather conditions on the day of the event through the Meteorological Bureau, the Internet and related channels.

3. On-site squatting: determine the location of the activity and the time of the outfield activity. The best place and time is to attract customers' attention and stop.

4. venue confirmation: confirm the venue with the city management or property management company one week or even one month in advance.

5. Pro-promotion recruitment: The promoters should be strictly controlled, and the best should not be more, so as to avoid mixed fish and dragons. A good promoter can keep it for an event.

6. Pro-promotion training: Promoters and Pro-promotion staff must be trained in the content of promotion activities before taking up their posts.

7. Incentive system: communicate the company's sales policy, formulate a scientific and feasible on-site incentive system, and boost the enthusiasm of employees.

8. Material preparation: promotional materials such as spray painting, posters and single pages; On-site materials such as banners, tents, promotion tables, and gift distribution registration forms.

9. Gift application: according to the current gift inventory situation and promotion demand, put forward the purchase demand to the administrative department in time and follow up.

(3) Preheating should be sufficient

A successful promotion activity depends on the scene for three points and preheating for seven points.

the preheating should be centered on the activity site, and the radius should be within ×× miles around the activity, so as to fully preheat the places where the target people are concentrated. The preheating time is usually 3-5 days. Too early is easy to forget, too late can't produce effect.

(4) The key to implementation

1. Arrange the field in advance.

2. Division of labor: event commander, propagandist, salesperson, product and gift keeper.

3. timely and fully convey the sales information to everyone on site.

4. Encourage the shopping guide by shouting slogans and meeting.

5. The interference information made by opponents on site should be checked and solved in time.

6. Sales gifts, prizes and bonuses should be recorded in time.

(5) Inspection can't save

No matter how well prepared the activities are, there will be omissions and deficiencies. Therefore, in the process of implementation, the inspection link must not be saved. Find problems and try to solve them on the spot; If it can't be solved, try to avoid it in the next activity. The implementation of large-scale activities should not be sloppy, otherwise it will not only be out of shape, but also have a bad social impact and negative effects.

(6) Summarize in time

1. Summarize in half a day to boost morale in time.

2. After the activity, hold a summary meeting with all staff. Praise outstanding personnel, affirm achievements and find out shortcomings.

3. The next day, the store cadres gathered for a meeting to summarize, fully summarized the planning, preparation and implementation of the event, wrote out the experience for other markets to learn from, and listed the shortcomings to avoid recurrence.

promotion planning book of the second men's clothing store

1. Activity background

Every year, X month will basically be the month of concentrated consumption of summer clothes and tourism, but with the end of summer vacation, it will undoubtedly be a period of sluggish sales decline, which will cause bad sales in the future, so the serialized coping strategies of summer vacation activities will have to be considered, and July is also the general attack period of major sales in the second half of the year, and the market sales prospects in X month.

second, the theme of the event

it's hot and cool in summer, and xx is refreshing!

III. Purpose of the activity

To increase sales, clean up old inventory and unsalable products, mainly sell star products with high profit space products, improve the overall promotion ability and market competitiveness of the team, enhance brand awareness and reputation, strengthen brand promotion, and crack down on competitive brands to seize market share.

IV. Activity time

xx, XX-XX, XX, XX

V. Activity products

Short-sleeved shirts, shorts, jeans, casual shoes, etc.

VI. Activity city

XX city and all districts and counties

VII. Activity planning

(p)

2. Location

xx clothing specialty store in xx city and county specialty stores in xx city.

3. Executor

The marketing staff of each specialty store and the favored temporary workers help with the promotion activities.

4. Promotion policy

① Promotion forms: A, buy and send B, send samples C, special offer D, game E, redemption F, lottery G, bonus H and others.

② Specific contents: Buy and give: clothing products below 1 yuan are defined as one kind of buy and get one free, clothing products below 1-2 yuan are defined as 3% discount, and those above 2 yuan are defined as 6% discount. At the same time, various lottery and interactive games are set up.

5. Publicity methods

mainly include a large number of distribution leaflets, in-store video advertisements, POP advertisements, and a large number of them.

6. Effect estimation

Through this promotion, it is estimated that the monthly sales will reach 17% of the average monthly sales, and the influence of xx brand will also increase greatly, which makes more consumers trust xx. Through the effective integration of advertising and marketing, the role of advertising has been realized, and xx clothing has stood out from the market, thus effectively promoting sales.

the product concept of xx clothing has been deeply rooted in people's hearts, laying the foundation for market sales. Through the improvement of outlets, the communication effect has been realized and the product delivery channel has been shortened, which fully embodies the market efficacy of integrated marketing.

7. Cost estimation

Basic expenses: including POP advertisement printing, leaflet printing, various publicity expenses, temporary workers' wages and overtime pay, etc. It is estimated that the cost during the promotion this month will be about 3, yuan, and various emergency expenses will be 1, yuan.

(II) Forms of activities

The main forms of activities are discount promotion, coupon promotion, gift promotion, lottery promotion, etc., and the combination of discount promotion and gift promotion is the main mode.

(III) Supplementary explanation

Doors, windows, shelves, props and displays constitute the whole sales terminal. Doors and shelves belong to the hardware part of brand image, while display belongs to the software part of brand image. Looking at each brand, the requirements of hardware and software are highly unified, so as to establish brand image, shape strong sales tension and pursue market profit. But why it failed to achieve results, mainly because the display could not be perfect.

exhibition is a product-oriented exhibition, which uses the varieties, styles, colors, fabrics and characteristics of different products and comprehensively uses artistic techniques to highlight the characteristics and selling points of the products to attract customers' attention, improve and strengthen customers' further understanding, memory and trust in the products, thus limiting the purchase *. This is the text positioning of the display, and it is also the function of the display to show consumers.

as an important part of the marketing system, how to display goods well should start with the following points.

goods display mode: as for clothing, display is generally divided into stacking and hanging.

stacking: generally, goods are displayed on a running platform or an elevated platform by orderly folding clothes, emphasizing overall coordination and prominent outline. This way, the advantage is that it can effectively save limited space, and the space of a store is limited. If all goods are displayed in the form of hanging, the space of the store is not enough. At this time, stacking is adopted to increase the number of exhibits in limited space. This is the advantage of stacking, but the disadvantage is that it can't fully display the goods. Therefore, it can increase the visual interest and expand the space with hanging display.

hanging: clothes are usually hung by hangers, so as to fully display the characteristics of the goods, which is easy to form color visual impact and rendering atmosphere, so that consumers can know the goods at a glance. However, in limited stores, it is impossible to display too much by hanging, and hanging is generally combined with stacking. In this way, on the one hand, the space can be used reasonably, on the other hand, the whole commodity display is layered.

for example, the focus of the whole store is the image sign behind the cashier. The focus is usually located above apparent horizon or apparent horizon. POP posters or product combinations with strong color contrast are often set as the focus, which can guide consumers' attention in an orderly manner and play a certain role in echoing and prompting. Therefore, clothing brands focus on shaping image signs in the terminal image. This kind of intuitive publicity can convey the brand's commodity information, promote sales and promote the brand.

The use of color to render the atmosphere color plays a leading role in the display. Orderly color theme gives the whole store a distinct theme, well-organized visual effect and strong impact. In the display, color contrast is more used as the focus, or the color gradient effect of goods display is created, which makes customers have the impulse to shop, coordination and layering, and easily locks in the repetitive effect of the target business, which can create visual interest, highlight the continuous and whole effect, pay attention to unity and contrast, and at the same time make efficient use of space to form a strong visual impact. This principle is applicable to the display of focus products or new products.

In particular, we should pay attention to the various repetitive effects in actual operation, for example, the same clothing adopts different sampling methods, model display, positive hanging and matching.