Summary of home appliance promotion activities (1) A large-scale promotion activity for the seventh anniversary was held in XX-XX165438+1October12-25th. Due to favorable weather, attractive seasonal goods, many promotional activities and good overall effect, it has left 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. We made a seventh anniversary broadcast and made a door.
The store has made a new breakthrough in implementing publicity and rendering the atmosphere of buying promotion. It has given consumers a great impact in vision and hearing, and also left a good reference for our future work.
The 7 th anniversary large-scale literary evening pushed the whole 7 th anniversary to a climax, and the cultural performances in various stores were remarkable. The invitation of suppliers has promoted our company's corporate culture and business philosophy to a higher level. 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 activity, the popularity of stores increased, and the sales volume went up. However, the hygiene work was not followed up in time, which led to unsatisfactory hygiene at the door of stores and stores, 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.
Summary of home appliance promotion activities (2) 1. The resistance faced by the store
(1) for external use
1, there are few people in the store.
① Jinye Shopping Mall is located in the central area of Kaili, with four stores of the same nature within 200 meters. Recently, the distance between the two stores is less than 10 meter, which is just across the road from Gome. The competition between shopping malls is fierce, and the enthusiasm and professionalism of shopping malls are not high, which leads to insufficient overall passenger flow.
② The location and publicity of the Panda brand booth were not in place, which led to the loss of most people who came to the mall to shop. Shopping malls and brands themselves lead to the loss of a large number of potential customers. This reminds us that how to increase the flow of panda brand people is an urgent problem to be solved in Kaili city stores.
2. The main competitive brand Lehua occupies a favorable geographical position.
Lehua is a brand made by the mall itself, and the mall should protect Lehua, so when customers express that they want to buy a color TV with a lower price, other promoters in the mall will try their best to promote Lehua.
3. Narrow passage
Panda booth and Lehua booth * * * share an area. Customers at both ends of the channel will be intercepted by Lehua first, and Lehua also has a price advantage and will take away impulsive consumers first.
4. Panda booth is similar to Lehua booth.
The main colors of Panda and Lehua booths are very similar, which is particularly easy to mislead customers and confuse the two brands. Some customers left the booth area directly after browsing Lehua, and we lost the opportunity to compare.
5. The three most common problems encountered in the previous publicity are
I like Panda TV very much. Where can I sell it?
The price is very good. What's the quality of Panda TV?
③ Where is Jinye Shopping Mall?
The first two questions reflect that we have a good market foundation, but we have no image that is deeply rooted in people's hearts. That is, there is popularity and no word of mouth. The third question reflects that there are also problems with the popularity of shopping malls.
(2) Internal application
1. The ancillary facilities of the booth are incomplete.
The auxiliary facilities of the booth are not complete, which is mainly reflected in the lack of high-definition players and the need to pull wires to display pictures, which delays time. Customers are bombarded by various brands when they buy, and they can't calm down. When you see complicated operations, you will feel that businesses can't even do this little thing well and lose confidence in them. And have the mood to leave.
2. There are not enough means to attract customers to buy.
① Many consumers are interested in USB flash drives and want to give them away. We can buy a batch of USB flash drives as gifts first. There are many ways to increase gift sales without spending money.
② Diversified choices of small gifts. Generally, there are only detergents in shopping malls, and some gifts such as flashlights and umbrellas should be put in.
3. Stack the old TV sets at the entrance of the booth.
Recycled household appliances narrow the entrance. The customer will leave the old TV first, and then he will walk into Lehua. Old TVs of other brands are stacked opposite the store door. We need to find a place to pile up old TVs. 7. The sample is incomplete, behind which is the market trend.
The network has entered ordinary towns and villages, and the integration of the three networks is also rampant. We have no samples of 46-inch and 42-inch Internet TVs provided by Lehua. It was a mistake that we didn't take samples when the aunts from the countryside were asking if there was any network function. Second, about the data analysis of the ledger
1, within the metropolitan area, the purchase volume reached 75%-80%. We need to get to know the main customers of the store again. Improving the popularity of brands and shopping centers in metropolitan areas will further increase the sales of our Jinye Home Appliances Panda Store.
On the other hand, our popularity in the surrounding towns is even less. While doing a good job in developing urban customers, we need to invest in advertisements in surrounding towns and villages to expand our influence.
3. It can be seen that our propaganda should be based on the metropolitan area and radiate to the surrounding towns as much as possible.
1, the proportion of CRT TV is not high, and the booth area is limited. We should turn CRT TV to the corner to make room for LCD TV. It can be found that the model below 37 inches is our main shipping model, but the profit margin of the large model machine is greater. On the one hand, other brands are more powerful in blocking large sizes; On the other hand, our big model has no 3D, especially the network function. This has caused the situation that large models travel less.
2. We should keep the current investment in small cars and keep their attractiveness. 3. Big models should get out of the net as soon as possible, not only in Jinye shopping mall, but also in other towns and villages.
Third, coping strategies.
(A) to deal with external resistance
1. Strengthen communication and cooperation with store management.
Although we provide fixed funds, we have a cooperative relationship, and good communication will help us to some extent. The entrance of Jinye Mall is not allowed to be exposed, but butyl household appliances with a distance of 10 meter can be exposed. This is an opportunity for us. If we can get permission from the urban management to promote the gold industry, we can get many outreach opportunities and lay a good foundation for us to increase sales.
2. Realize daily activities.
We must do a good job in publicity, but publicity needs investment. How can we do a good job in the quality and durability of publicity?
(1) Contact the city advertising company and add panda's preferential activities to other promotional activities (just a cash coupon or discount coupon and put it in the corner of its single page. That is to say, it has increased the preferential efforts of its publicity activities, promoted the panda brand and brought tourists.
(2) Print floor stickers (in addition to the floor number, add publicity. In order to make advertising long-term, we mainly refer to the price consultation of color TV, which is effective for a long time. ) This will not make residents resentful, but also increase the popularity of pandas and reduce waste.
(3) Print advertising stickers to prevent slipping, or remind you to bring your finances and post them in the restaurant you want to go to.
(b) Providing internal assistance
1. Put an X-shaped bracket at the entrance of the booth to highlight the panda brand or activity, and put a floor sticker at the entrance. (People are willing to look up or down)
2. Ensure the integrity of booth accessories and avoid the influence of objective factors on sales.
3.3D tends to be calm, and the network sells well. Step up network sampling, and always stay one step ahead of the biggest competitor, Lehua.
4. On May 5th, Labor Day 1, the sales ratio was not as good as that of Lehua. 10 and 1 Lehua are not as good as pandas. Summary is a question of activity input. Save gifts for activities supported by headquarters. Usually use gifts to make activities regular.
In order to win customers with low prices as much as possible, we should make great efforts to post a certain model in the air at the door, and make it the lowest price in the whole audience, and show it clearly. It will attract many customers who walk past the booth.
6. Urban areas should be given priority to, supplemented by surrounding towns and villages.
7. Ensure the supply of various models and reduce the shortage of running orders.
8. The importance of promotion. At least one extension specialist is required for each large-scale event. Don't treat shopping malls like chicken ribs. We should fully realize the developability of shopping malls through the Eleventh Activities. To ensure the inventory of gifts in shopping malls, often a gift can make customers place orders.
9. Train every business and promotion staff. Jinye Shopping Mall is a good place to train business people. Most of our business people have great shortcomings in promotion, and the lack of selling skills is a big problem. It is suggested that each business person take turns to practice in the store and learn sales skills while making suggestions (learn from professional store personnel).
10, and strive to communicate with the mall to put the old-for-new machine in other places and let it enter the channel.
Third, summary-be an excellent runner.
This time, when 10 and 1 were vigorously promoted by other manufacturers, we still stayed on the ordinary models. Although we have made some seemingly good achievements, there is a serious gap with other first-line brands. We didn't make much money either.
Our panda plan is to return to the first-line brand. First of all, we need a first-line brand heart. At present, behind the first-line brands, we should follow closely and wait for an opportunity to surpass them after accumulating to a certain extent. But now our speed is much slower.
What we need is how to survive when we follow, rather than picking up garbage to support ourselves on the battlefield abandoned by others. Good follow-up performance is as follows:
① Some models of first-line brands should be familiar or the same to everyone.
We can't fall behind too much in some technologies of first-line brands.
③ Try to imitate the activity strategies of first-line brands.
4 Where there are first-line brands, it is necessary to exert influence.
Summary of home appliance promotion activities (3) Social practice can be regarded as an important part of my college life. From the freshman year, I actively looked for various opportunities to exercise myself, such as tutor, waiter, salesman and so on. And I also learned a lot in these roles. I originally planned to spend the Spring Festival with my parents at home this winter vacation, but I couldn't help it in less than ten days. I also want to earn living expenses for the next semester during the Chinese New Year. A newly promoted domestic mobile phone salesman in Chaoyang found me. I hope I can go to a Suning store for promotion before and after the Spring Festival. I thought about it and agreed, because this is the first time I can work continuously for a long time, even if the salary is lower, I am willing to try. Since the official promoters have returned to their hometown for the New Year, I am responsible for the sales of this brand in the store. For fifteen days, I felt I had gained a lot.
First of all, I have a deeper understanding of the meaning of "attitude is everything". I once despised the sales industry, because when I first started to promote electrical appliances, I was too honest to adapt to the working environment at that time. I didn't put a set of theories I learned in school into practice, and the final result was that the sales volume was not high. I only saw the "old rivers and lakes" around me exaggerating the advantages of their products, avoiding shortcomings and fooling customers. This kind of mercenary. Cheating in exchange for the title of sales model, I suddenly felt disappointed and angry with the real society. However, when I started selling again, I seemed to have matured a lot. I can look at this problem objectively and rationally. First, the problem of product quality lies in R&D and production departments rather than sales links. As a salesperson, I want to improve my business level, master sales skills, and do a good job in sales from the perspective of corporate interests. Second, salespeople should trust enterprises and treat customers sincerely. I try my best to serve customers well, and with a positive attitude, my work becomes full and happy instead of being as extreme as before. When a child passes by my counter, I will take the initiative to remind him to go to the service desk to get a gift. When students come to buy, I will recommend high-quality and cheap mobile phones to him, and introduce some learning methods combined with the functions of mobile phones, such as downloading learning materials; The old man chooses the mobile phone, I help him choose the simple and practical one, and patiently teach him how to operate it. In short, in the process of sales, I try my best to satisfy customers and pass on happiness to them.
Secondly, I realize that a harmonious working environment and interpersonal relationship are the guarantee of smooth work. At first, I felt that the competition in the store was fierce, especially when the traffic was low. As soon as the customer enters the door, it is like a sheep entering the wolf's sphere of influence. As I am a newcomer and unfamiliar with the environment, I dare not make a move. I just observe the situation around me and study hard. I know that all brands compete in many aspects, and only those who are confident and self-reliant can win. While abiding by professional ethics, I try my best to help my colleagues. After a few days of persistence, my efforts have been recognized by everyone, and I have gradually got help from everyone. I think we are both competitors and partners, representatives of different brands and shop assistants in the same store. Only by helping each other can our business flourish and the sales performance of the whole store be higher.
The most important thing is that I realize one of my major shortcomings in personality: easy to feel inferior. My first three days in the store were zero sales. Seeing that my colleagues with little culture around me are very smart and capable, I feel very inferior, and even doubt whether the time, experience and money I have spent on education over the years are worth it. However, my friend's words enlightened me. I analyzed the reasons for my failure: first of all, sales is not my strong point, I have not received professional training, and I have little practical experience and social experience, so I can't grasp each other's psychology well in the process of communicating with various people. Secondly, the gap between me and those who struggle in society may lie in this: they have experienced the setbacks and difficulties I just encountered today, and I am still immature. Moreover, different social roles, different life pressures and different requirements for themselves. For them, this job may be the guarantee of family life, the need to repay loans, or the source of children's education, but for me, it is a preliminary study of society. Of course, I'm not that motivated. Thirdly, I am not familiar with the products, and there is no real machine demonstration, which directly leads to low sales. After analyzing the reasons, I made up my mind to try my best to make up the gap. The next day, I equipped a demo machine with the main push model from the company, and used my lunch break to study in the surrounding large mobile phone stores, to experience it personally as a customer, and to "learn from the classics" at the counters of the same brand. When I got home in the evening, I went online to learn about the general situation and marketing skills of this brand enterprise. I usually humbly ask my colleagues in the store to learn from each other's strengths. And always give positive psychological hints and adjust your mentality in time. In just two days, I feel like a different person. I am more confident and can sell like a duck to water. In the next few days, I continuously accumulated experience, and the sales volume rose steadily, even surpassing other brands. At this moment, I realized that I should always believe in myself, because I still have many advantages, such as correct attitude and serious and responsible work.
One day, a Frenchman came to the shop, and all the clerks who were usually eloquent suddenly became speechless. I talked with him generously in English, and with my help, he bought a satisfactory mobile phone. I feel very proud in the envious eyes of people around me. I can learn to do what they can, but they can't do what I can, at least not for a short time. I think this is enough to answer my previous doubts: years of education, especially college education, have taught me the ability to learn, taught me dialectical thinking, and most importantly, opened up a road for me to improve myself.
More than ten days of practice will soon be over. Although I earned less than 1000 yuan, I earned experience and life that 1000 yuan could not buy.
Summary of home appliance promotion activities (4) 1. Preparation before the activity:
On the evening of receiving the notice of the activity, our team responded quickly, and the group held a seminar to discuss in detail how to carry out the activity, how to arrange the venue, how to prepare the game, how to design the poster and so on. At the same time, according to the actual ability of each player, the preparation work is reasonably distributed. In order to make up for the lack of promotion experience, we supplemented the promotion knowledge and skills through various channels, and emphasized the precautions in promotion and the measures and strategies to deal with emergencies. Everyone did their job, and the preparations for the next night were very good.
Second, the choice and layout of the site:
Our team chose the North Gate of Yantai University, which has a large flow of people but a short stay, as our promotion place. The choice of promotion place is very important, which requires not only a large flow of people, but also an objective number of consumer groups, and our promotion point meets these two requirements. Plus there are free drinks and gifts, it is much easier to promote sales. Personally, I don't think the tobacco market is a good place to promote sales. First of all, there are not many people shopping in this weather, and the place is too small to hold activities. Moreover, students are the main body of shopping, and their energy is mainly concentrated on shopping, and the demand for drinks is not great. Based on this analysis, we chose the superior promotion point of Yanda North Gate.
Venue layout: We bring our own stereo, play World Cup songs, and use the World Cup to attract people to achieve our promotion purpose. The whole exhibition counter is covered with posters created by ourselves, on the one hand, to promote our team, on the other hand, to promote Pepsi products-Pepsi and colorful fruits. I believe that the posters designed by our team have also attracted the attention of many consumer groups.
Third, the process of giving away drinks for promotion:
We left one player in charge of goods and logistics management in the background, another to give drinks, and the remaining three to "intercept" passers-by with gifts to introduce drinks. In order to retain customers, we take the Dragon Boat Festival as an opportunity. Every successful interception, let him make a Dragon Boat Festival wish and post it on our poster. It was later made public. In order to attract customers, we also arranged ballroom dancing.
From time to time, we will shout out our propaganda content. Under our rapid offensive, sales are also rising steadily. In the aspect of giving drinks, due to the heavy roadside dust, in order to ensure the effect of giving drinks, we adopt the strategy of finding potential customers first and then giving drinks to ensure that customers can drink clean and hygienic drinks. Practice has proved that this method is very effective and customers have a good evaluation of us.
By noon, every player is familiar with the promotion process. In order to expand the promotion, we found that there were many people near the bus station and many potential customers, so we assigned two team members to the bus station for promotion. Practice has proved that the sales there are basically the same as those on the stalls. In this way, we are equivalent to two sales points selling at the same time, which naturally creates the first sales result. In the later period of promotion, sales declined due to the shortage of gifts, but we still maintained high enthusiasm and continued to increase the promotion efforts to fight the last battle.
Fourth, thinking after the activity:
1. Learn to gain insight into consumer behavior and develop potential customers. See if they are looking at the stalls or dismissing them; Enthusiastic service and lobbying for people who are hesitant for different reasons; For those who hold drinks, we choose to give up voluntarily to save energy.
2, vigorously promote by lottery, and strive to attract more consumers' attention. We should not only attract customers, but also control the number of gifts. Infect consumers with high enthusiasm, smile and serve others politely, and increase intimacy.
3, take the initiative to intercept customers-selling, even if rejected, don't be discouraged, don't give up. Thick-skinned, glib.