Three Elements To Be Considered In Planning Sales Promotion Activities

< p > as the promotion of < a href= "http://www.91se91.com/news/index_c.asp > > planner < /a >, when he must have a clear question, such as" celebrating National Day ", this is only the reason for promotion and the theme of promotion, not the purpose of promotion.

For example, commonly used "shop manager recommendation" (some clothing shops will also be used) is also a promotional reason, rather than the purpose of promotion.

The purpose of its promotion may be due to the fact that this one is unsalable, or businessmen want to drive popularity through the benefit of this kind, so as to enhance the sale of other products in the whole store.

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< p > of course, there are many reasons for promotion, such as the end of season, < a href= "http://www.91se91.com/news/index_c.asp" > profit less than /a > broken codes, shop celebrates...

But the purpose of promotion is always around the quantity of inventory of its own product structure. Promotion without promotion reason and promotion theme will only bring more negative effects to the brand, and the promotion from the product centered thinking must be a failed promotion.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > promotion > /a > consider the contribution of the whole goods to profits < /strong > /p >

< p > some franchisees think that when I make promotional efforts, my purchase discount is half off, so my lowest price limit can not be less than forty percent off.

Such a train of thought is incorrect.

The first step is to look at the amount of inventory and the sales ability and sales life cycle of the goods themselves. Secondly, we need to calculate the overall contribution to the goods rather than the profit of the single item.

For example, the operating cost of our one season store is 100 thousand yuan, while all our sales profits are only 80 thousand yuan at the full positive price, which is a loss.

At this point, even if all of our styles are sold at a positive price, it is also a loss. This is not a question of promotion, but a problem of other aspects of management.

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< p > < strong > promotion of self destruction and market lethality < /strong > < /p >

< p > even if there are sufficient promotional reasons and promotional themes, and these reasons and themes can also give consumers enough confidence, too frequent and excessive promotional activities will have a great negative impact on the brand and the store itself, and at the same time, it will also bring some damage to the local clothing market.

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< p > a friend of the author is a VIP customer of a brand. He often receives the short message of the brand, saying that VIP card can get a 100 yuan voucher. Every time he goes to the store to buy some clothes.

In fact, a careful analysis of the 100 yuan coupons is either applicable to designated funds or at the end of the season.

Of course, customers who do not hold VIP cards are not entitled to such treatment.

People in the industry can easily see that this is just a promotional tool for the brand, specifically for VIP customers.

There are no promotional posters in the store, which makes people think that the brand is rarely discounted, and the customers with VIP cards can enjoy special treatment, thus enhancing the brand loyalty of VIP customers.

The promotion means is very concealed. By changing sales promotion methods, it can effectively reduce the lethality of brands and shops.

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< p > a high-end women's clothing brand is specially designed for special sales management.

The brand will carry out special management of the designated unsalable funds.

The brand will assign the slow-moving money to each guide in the form of tasks, and request that the guide purchase be completed within a limited time. After completion, there will be a high royalty (the royalty rate is the general discount rate of sales promotion). If the sales are not completed within a limited time, the purchase must be purchased from within the purchase price.

Therefore, the brand rarely discount, even if the minimum discount is ten percent off.

In such a long time, even if the brands and shops around him are greatly discounted, it will not have a big impact on his sales.

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