The promotion of "September 12" (the eighth day of the eighth lunar month) has ended. According to the sales situation of Shuaikang household appliances at the terminal and the feedback from the terminal, the situation is now reported as follows:
Shuaikang appliance store is located in the ancient town of Renxian County, about 0/0 km east of the city, and there are many shops and small supermarkets around it. The transportation is convenient, and the people who enter the store are mainly farmers who live in nearby villages or go to the market. There are one or two home appliances and hardware solar stores near Shuaikang home appliances. It can be said that there are few stores and the consumer groups are relatively narrow and concentrated. This activity of Shuaikang Household Appliances can be summarized as follows:
1. The whole event merchants cooperate well and can accept the company's various arrangements for the event. Have a good understanding of the promotion scheme and means of the whole activity. And in sales, we can actively promote our promotional activities to every customer.
2. Up to now, two Yuba machines have been sold in this promotion, including the special price 1, and the dealer has reserved three for this promotion. As far as sales performance is concerned, it does not fully meet our expected standards. The previous expected standard was to sell at least 120 units, but only 30% was actually realized.
3. The publicity impact of the event is relatively small. There is a commercial street near Shuaikang appliance store. In addition, there were many people in the market that day, but there were few real consumer groups. The number of posters and leaflets we posted in the surrounding villages in advance is very small. In the whole process of posting and distributing, in order to achieve substantial results, no customer said that he wanted to see our posters for inquiry or consumption.
4. Some suggestions for activities and companies:
(1) activities have a certain pulling effect on sales. Activities are mainly based on special prices, plus games with prizes and promotions, which are attractive to customers and convenient for promoting products.
(2) The price of the bathing machine is on the high side (our market retail price is: W- 1 model 698 yuan (special price), w-2 model 898 yuan, w-3 model 998 yuan. Consumers generally report that the price is high, the style is monotonous and the shape is like a washing machine. Judging from the situation, promotional activities can improve sales performance to a certain extent and let many customers know about our products. It has also played a very good role in promoting the distribution of products and store sales.
5. Some views on this activity:
(1) activities have a certain promotion effect on the promotion and sales of bath machines. After all, this is the first time, we can continue to do our activities.
(2) Before the promotion, you need to do some preheating in advance to leave some margin for the promotion.
6. Through this promotion, it can be seen that selling bathing machines on the spot gives away some other products: for example, cooking oil is more conducive to sales. Some views on Shuaikang's household appliances activities: I think the location of villages and towns is extremely superior to our Yuba machine, which can reach the audience of our Yuba machine to the greatest extent. We can increase some publicity there and give more support to businesses, such as making some posters, wall advertisements, car body advertisements and so on in the surrounding villages.
The sales results of "September 12" promotion activities are not very satisfactory. Apart from the reasons of the merchants themselves, I think there are also some reasons of our manufacturers.
1, the customer's awareness of the product is not high. Although our products as a new category have only appeared on the market for a year. In less than a year, the company has carried out a lot of product promotion and investment promotion, but as far as the current situation is concerned, the promotion in some areas, especially in some places in the south, has achieved great success and established a relatively perfect promotion and sales model, while the promotion in the north has little effect. Xingtai governs two cities and fifteen counties, and two county-level cities. It is a big market, with a particularly important geographical position and a certain market representation. In the business world, it is known as "those who get Xingtai get Hebei". Can we pay more attention to the promotion of Xingtai in the future, so that some people can know first and some people can drive others to understand our products?
2, the company's current situation is mainly based on channel sales, in addition to the necessary promotion, what we need to do is how to sell products faster and better. As far as the current sales situation is concerned, our share in the bath products market is too small to form a preliminary scale effect. Our goal now is not only to win an agent or franchisee, but also to ensure that they can sell our products quickly after they get them.
3. Whether, how and how to put advertisements in major media in the region in time. Regional advertising support of agents, exchange of goods by merchants, new products and so on. The above are my views and opinions on this promotion, which are not necessarily comprehensive.
Summary of Promotional Activities in Department Stores On 26th and 27th October, 2002 10, the marketing department held a summary meeting of National Day 1952 promotional activities. The meeting summarized and analyzed the achievements and existing problems of the promotion activities, and made overall arrangements for the objectives and tasks at the end of the year.
The "1952, Return of the King" activity carried out by the company during the 11th period has ended, and the company made a meeting summary on the development of this activity. In the morning, the meeting was held in the conference room on the third floor of the company. Participants included Zhou Caiyou, general manager of the company, Ran Yafu, marketing director, other managers of the marketing center and regional market leaders. The heads of regional markets made work reports successively. At the meeting, everyone showed their own style, carefully analyzed and summarized the outstanding new problems and experiences worth learning in the course of the activity, shared the work results in the course of the activity with you, and contributed their own thoughts and experiences in their usual work practice.
Give it to me. For the problems existing in the activity process, everyone expressed their opinions and made a detailed analysis and discussion on the activity.
Finally, General Manager Zhou Caiyou and Marketing Director Ran Yafu respectively made overall comments on the contents of the meeting, fully affirmed the effectiveness of the activity, and stressed that market representatives should learn from each other's experiences and lessons to create a good atmosphere for mutual learning and improvement, which is also a good opportunity for everyone to make progress together. Zhou Caiyou said: All market representatives and distributors should be lazy, meet or even exceed the company's requirements, constantly enhance the company's image, improve their own benefits, and achieve benign development and win-win. At the end of the meeting, the sales tasks of 1 1 and 65438+February were specifically planned.
The National Day promotion activities, which bear many expectations and longings of dealers and friends, finally came to an end after a long and complicated preparation and vigorous sales work. In response to this activity, the company paid a return visit to some dealers.
Among them, Longyao in Hebei, Luohe in Henan, Cao Xian in Shandong and Shanxian are still the sales champions of Yabao Furniture Company. Pingdingshan, Yucheng and other stores followed closely. And some new stores have made great efforts. Changge, Baofeng, Taikang and other stores have achieved good sales results. Of course, there are also some sales that make dealers feel sad. Integrating the valuable experience of many specialty stores, trying to analyze the reasons leading to the difference in sales results, and sorting it out in writing, hoping to help the majority of dealers.
1, store the image. As the first step to build brand value, the maintenance of store image is very important. Just as a dress can better show its high value only if it is placed in a beautiful window, as a well-known domestic brand, the value of Yabao furniture needs exquisite and high-grade in-store decoration, artistic jewelry placement and elegant space atmosphere to set off and shape it. High-grade and elegant decoration stores add value to the furniture in the store with their own' good image'. Therefore, in the secondary and tertiary markets, a good store image is the first step for us to build brand value, display product grades, distance ourselves from other brands of furniture and avoid low-price competition with them.
When customers who walk into the store often compare Yabao's products with miscellaneous brand furniture and bargain, it shows that your store has lost its ability to shape brand value. Without this value, how can you compete with those low-priced brand-name products?
2. advertising. Advertising effectively ensures the achievement of promotion, and dealers should publicize according to their own store size and activity planning. In the just-concluded 11th activity, Long Yao's achievements were very bright. Longyao store has done a good job in all aspects from activity content, advertising, shopping guide to customer maintenance. In terms of publicity, in the face of strong competitors, Longyao Store has made great efforts: First, the advertisements of Yabao Furniture have spread all over the three main streets of the city: on the main streets, 60 red flags with the words "Happy National Day of Longyao People" have been hung; On the other two streets, advertisements for lamp poles were plastered; Second, send a lot of text messages. On the one hand, the net is widely cast, and 260,000 short messages are bombarded indiscriminately; On the other hand, send short messages to target customers who exceed 1000 before the activity starts. With perfect activity content and shopping guide as the backing, and strong publicity impacting people's cognition, how can the sales performance be bad?
Strong and scientific advertisements are more likely to make up for geographical defects. Intensifying publicity can not only let more people know about the event, enhance the visibility of Yabao brand in the local area, but also make up for the congenital deficiency brought by geographical location to a certain extent, which has been proved by Jinan Changqing Store.
3. Customer maintenance. In this activity, many specialty stores have achieved good results despite the constraints of the company, the market and themselves, which is attributed to the customer maintenance work of specialty stores. Zhengyang Store's good after-sales service has won it a good reputation and credibility in the local area. Compared with similar brands, it has virtually improved its competitiveness.
4. Shopping guide ability. A large number of advertising fees, shocking discounts and special prices in specialty stores are aimed at attracting customers into the store and taking this opportunity to win customers. So after the preliminary work is completed, the next test is the sales ability of the shopping guide. Therefore, for those specialty stores that can attract many customers into the store during the event, but can't improve their sales performance, the low professional ability of shopping guides is an urgent problem to be solved. In addition to special training for shopping guides, the store manager should also urge and encourage shopping guides to consciously use the network and book resources to learn shopping guide knowledge and improve their sales ability.
These four aspects are familiar to every dealer. However, to do a good job, dealers need to establish a correct business philosophy, constantly enhance brand awareness, fully realize the importance of these four aspects to the development of Yabao brands and specialty stores and earnestly practice them.
Summary of promotion activities in department stores: A large-scale promotion activity for the seventh anniversary will be held on June 25th, xxxx,165438+1October. Due to favorable weather and attractive seasonal commodities and promotional activities, the overall effect is good, leaving a good teaching material for our future work.
The preliminary preparation of this project is very full, involving a wide range. Under the careful argumentation of the store manager and various departments of the company, a set of relatively complete and operable overall marketing manuals has been formed.
In terms of promotion, we have applied the promotion activities aimed at consumer groups, mainly families and housewives, and achieved due results. Consumers responded enthusiastically, fully achieving the purpose of gathering popularity.
In terms of commodities, with the seasonal promotion activities of "hot fresh, only 1 day" and "crazy special price, limited time snapping up", the purpose of charging with the overall news and stimulating popularity and sales volume by using commodities has been achieved. Coupled with the store's display cooperation, on-site promotion. The seventh anniversary broadcast draft we made has made a new breakthrough in the implementation of publicity and the rendering of the atmosphere of buying and promoting. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.
The seventh anniversary party pushed the whole seventh anniversary to a climax. The performance of each store is remarkable, and the invitation of suppliers has raised our company's corporate culture and business philosophy to a new height. The scene of the general manager cutting the cake with a birthday song gives our employees a cordial sense of family belonging. The above are several important highlights of this literary evening.
We also have certain advantages in weather, geography, people and society. At the beginning of the seventh anniversary activity, the weather suddenly turned cold, which made the seasonal goods in the original newsletter plan hot. This is inseparable from our forward-looking analysis and organization of commodities. Finally, even God really helped us. Coupled with our efforts and good analytical and executive ability, is there anything we can't do well?
However, in the process of planning, organizing and controlling the activities, there are still many shortcomings: in the middle of this seventh anniversary activity, some work in promotion plans, activities and commodities has not been put in place, resulting in some sales losses, which deserves our deep thinking and profound review:
1. Some promotional activities were aborted because suppliers could not be found.
2. Unfortunately, the supervision form has not been implemented.
3. The on-site enforcement of the store is not strong enough.
4. The timely follow-up audit of the mall was not completed.
5. The unreasonable manpower arrangement of the store leads to the failure to give full play to this single activity.
6. The development and procurement of new/sensitive commodities have not been fully implemented, which is the biggest regret of this seventh anniversary.
7. In the seventh anniversary activities, the store has obvious shortcomings in the creative display of some products, which need to be improved.
8. In the seventh anniversary merchandise activity, the store did not do a good job in on-site promotion, sometimes, sometimes not, and did not thoroughly train and track the on-site promotion personnel, resulting in the feedback of some consumers not being collected and unable to be used for reference in future work.
9. During the seventh anniversary activities, the popularity of stores rose sharply, and they went up for sale, but the hygiene work was not followed up in time, resulting in unsatisfactory hygiene at the stores and their doors, like garbage dumps.
During the seventh anniversary of 10, some sensitive goods were seriously out of stock, which affected consumers' shopping mood and was a commercial ban. We must seriously reflect!
In short, any work should be constantly summarized and reviewed in order to do a good job in the next newsletter. We hope to make the whole short message marketing plan better and implement it better in the future.