Through the investigation of services, technologies, goods and prices in the industry, we should make our own market positioning, highlight our own characteristics, fight the service war and price war well, learn more, keep pace with the times, change the simple pedicure mode, carry forward the health-preserving culture, advocate healthy life and really stay healthy with the goal of surpassing other companies in the industry.
Second, recruitment training.
Recruitment is mainly divided into advertising recruitment, online recruitment and newspaper recruitment. Recruit female employees with good image and temperament and good skills, establish the concept of talents, carry out effective human resource management, regularly organize employees to carry out training in service etiquette, technical methods, in-store projects, pedicure professional knowledge, work attitude, team spirit, etc. The most important thing is to change traditional massage methods, old ideas and old concepts, impart new professional knowledge to employees, and advocate the service concept of pedicure service industry in the new era. Carry out long-term career planning for employees, train potential employees and train them in middle and high-level store management, so that they will become the backup resources for the company's future development.
Third, early advertising.
At the same time, we will integrate media resources and flexibly use various means of publicity, mainly newspapers and magazines, such as TV, TV short films, advertising videos, news articles, popular posters, VCD discs, leaflets of major hotels and other leisure places, etc., to establish our unique brand culture system and highlight the brand culture concept and core competitiveness.
Fourth, the highlights of marketing creativity
1. Establish a year-end interest refund system for customers.
Design a membership card similar to a bank card and establish a unique interest refund system in our store, so that customers will get an extra gift when they spend in our store, which is in line with the general consumer psychology of customers in the market.
2. Stored value card system
Using the new stored-value card system, combined with the advantages of other traditional stored-value cards and direct-selling membership cards, the development and design reflects the unique characteristics of our store. Customers who buy our stored-value cards can enjoy greater discounts on holidays, birthdays, year-end and celebrations. Buy 1000, send 200(8.34 discount), 2000,500 (20 discount), 3000, 100(7.5 discount).
Do one get one free activities.
In the early stage of the store's opening, in order to increase the popularity of our store, drive the passenger flow, promote the publicity in the early stage, and improve the popularity, and at the same time, in order to ensure that the technicians have clocks, jobs and a sense of hope and mission for the store's development, the "Do One Get One Free" activities were specially held, such as Consumption 198 yuan to send the project to 98 yuan.
4. vouchers
By issuing a certain amount of vouchers to the outside world, customers with vouchers can enjoy the preferential policies listed on the vouchers (except for individual goods in the store).
5. Set up rooms and other entertainment places for guests to play.
6. Establish customer consumption files, archive the consumption records of each customer, and track them regularly.
5. Physical stores must.
1. Learning and regular training (from superficial to professional)
Only majors can make employees become high-tech talents;
Only a major can be respected by others;
Only a major can create a higher quality of life;
Only when you are professional can you find your own life value.
Study hard and become a dragon. If you don't make progress, you will always be a nobody. You must be eager to do it.
2. Environmental aspects
The environment should be five-star, the facilities should be clean and tidy, and customers should be satisfied with their arrival.
3. service.
Details determine success or failure, and love touches customers.
4. Establish a minute service.
Waiting in service and waiting in waiting are completely different feelings, so remember to stay with customers all the time. One minute for tea and three minutes for technicians.
Step 5 manage
I am for everyone, and everyone is a store; Know how to respect and learn to be grateful. Scientific co-ordination of technician work, scientific management, humanized management, fairness and justice, without favoritism.
Formulate reasonable service rules and regulations and scientifically manage employees in the store.
Step 6 waste
Strengthen the management of consumables such as water, electricity and pedicure, standardize the collection and control process of consumables, and prevent unnecessary waste of consumables; Do a good job in the registration, distribution and storage of related items, and make relevant use plans.
Marketing planning of foot bath shop Chapter II Foot care is a promising industry. From the "edge ball" industry that was initially considered unfair by the public, it was gradually understood and accepted by the public. The market prospect is considerable.
At present, the difficulties faced by this industry are mainly the difficulty of recruiting workers and the difficulty of recruiting technicians. This aspect has been solved, and then there is the problem of site selection.
1, site selection.
When choosing a site, I pay attention to the consumption quality of the customer base. It doesn't have to be in a crowded place The flow of people is large and the rent is high. Especially those who open small shops should consider their own economic ability. Bijing pedicure shop is mainly a repeat business, not a one-time business. Still rely on technology to retain customers.
Of course, places with large traffic also have their own advantages. For example, without too much promotion, a large number of passers-by will know your place. If it is a small shop, the project cost is not very high, so we should consider the cost. When I opened the store, as long as the consumption quality of the surrounding customers was high, I chose a relatively remote place to open it, and my business was not affected. However, if you open it in a biased place, you must promote it in the early stage, otherwise no one will know about your store.
2. Project pricing.
When you set your own price, you have to investigate the charges of the surrounding shops. If your team has good skills, it can be more expensive than other stores 10. Of course, big stores are better than big stores, and small stores are better than small stores. I have never liked price wars. I have opened small shops and big shops, and the fees are a little higher than others.
3. Project design.
What kind of project are we going to open? In addition to traditional projects, it is suggested to promote a special project. Only special items can make it easier for others to remember your store. Like my shop, I promote a project called "Peiyuan Health Soup", which only soaks feet without pressing them. A small shop in 78 yuan once, a big shop 100 yuan once. Self-grinding powder, pure Chinese medicine powder. There are guests at most. In this case, I save time and effort, and I don't need to press it manually.
4. Project name
The project name can directly reflect the level of your store. Professional or not, others can feel it at first impression.
Foreword of foot bath shop marketing planning scheme Chapter III
The foot bath center is good and has a great market prospect. I also thought about opening one, but unfortunately I didn't have the start-up funds. Now I'm going to sell my original design to you in disguise in combination with your actual situation.
My personal understanding of foot bath should belong to the category of Chinese medicine health care. Except acupuncture and qigong, the acupoints on the soles of the feet are very concentrated, almost including important organs of the human body. The sole of the foot, like the hand board, is an important part of TCM massage health care.
With the rapid development of society, the progress of science and technology and the richness of the material world. What a pity that Chinese medicine has been gradually replaced by western medicine!
It is not true that people with higher living standards pay more attention to physical maintenance. Why else do those health products sell so well? However, a large number of people are often vague about maintenance. There is no clear idea about what to say here and what to read there.
Foot bath is actually a very good health care method, which is a three-point poison. Foot massage can enjoy this process, protect the body by stimulating the whole body acupuncture points, without taking medicine, which is completely in line with the theory of traditional Chinese medicine and is not good.
focus
It's no use talking nonsense. Get to the point!
First, needless to say, the location of the store has been decided. It's no use talking too much.
Second, the decoration
1, lighting, hall lighting must be bright (giving people the feeling that it is not in a black shop), corridors and private rooms should be lit in warm colors (foot bath is a kind of leisure and relaxation, and warm colors give people a relaxed and comfortable feeling).
2. In terms of decoration style, I suggest to give priority to China ancient style, with a little western elements, and remember not to pursue luxuriance. Foot massage was originally a health care category of ancient Chinese medicine. It has the characteristics of ancient buildings in China, giving people a feeling of a little taste of traditional Chinese medicine. Moreover, an ancient style has recently suddenly left an impression on people from the outside, making it easier for people to remember it. I'll think of your shop the first time I soak my feet next time. )
Lobby, aisle and private room are divided into Chinese medicine health care tips, promotional pictures, etc. Point copper can also be put. (upgrade to the level of TCM health care)
Third, personnel.
1, coach, you must find a professional masseur, and it is best to know clearly, even if you hang your name in the shop. Only in this way can the effect of foot massage be reflected, and someone will come again next time.
2, massage personnel, it is recommended to focus on young women, a few men are appropriate, and one can not be too ugly. Some customers don't talk about it, but they are annoyed and won't come next time (men who want to see ugliness are not in the mood. Men who come together are willing to let a man touch his woman.
3, the flow of people, it is not easy to train a massage staff from scratch, and the mobility of this line is great, so special attention should be paid. It is also a problem to train a person who doesn't work long. The salary is higher. Since it is high-end, set the price higher and the salary higher. Rich people won't care about extra money as long as they enjoy it. Employees should take as little rest and work overtime as possible.
If you don't have a good rest, you can't do a good job. If it is not done well, no one will spend it. Accommodation conditions must not be too bad, most of them are not locals, and poor accommodation is easy to lose employees. If it is possible to organize employee travel regularly, it can also reduce losses. Being kind to employees means being kind to customers.
Fourth, service.
The service quality of employees does not necessarily require customers to "welcome" in Mandarin when they enter the door. They were startled as soon as they entered the door. This is made by the Japanese. China doesn't do that. It's a matter of affinity. As soon as you enter the door, someone will receive you, guide you and understand the needs of customers.
But you must be proficient in the business process of employees, which depends on how you train the day after tomorrow. As long as employees are stable, it will cost a lot of money to increase training. In terms of cleaning, it must be clean, preferably spotless, especially the bathroom and private room should be cleaned in time (details are the key to success).
Finally, staff uniforms are very important, and the name of the store is on the uniforms (invisibly making customers more impressed with the store).
Fifth, publicity and promotion.
In fact, the best publicity is person-to-person publicity, that is, it can have good results without spending money on advertising.
The following are several ways to promote sales, but the ultimate goal is to spread the effect from person to person. 1, the membership card is recharged once a day, 30 times a month, and the monthly fee is slightly lower than each consumption. This will not only stabilize customers, but also accumulate a lot of cash.
Why do customers apply for membership card consumption? This plays a role in the decoration style. A little more TCM health care will make customers have a new understanding in consciousness, plus a burst of explanation from the staff, which is not only about bathing, but also about health care. As long as this awareness is deeply rooted in people's hearts, I'm afraid he won't do card spending.
The characteristics of foot massage, that is, health care without taking medicine, should be vigorously promoted, which is better than eating health care products (I don't know if there are any side effects) and going to the gym (it will rebound if you don't go for a long time).
2. Organization
If the previous steps are completed, customers will come to you for a comfortable environment and good health care effect. Then organize customers to participate in outdoor activities at the end of the quarter or the end of the year. Outdoor activities are also a way to keep fit. Walking in remote mountainous areas, getting close to nature and relieving stress will naturally make you healthy. Three meals a day don't cost you a penny. ). It can not only close the relationship with customers, but also communicate with customers (all at the same level, maybe we can talk about several big businesses, so thank you).
3. Joints
There is also a KTV and a hot pot restaurant nearby that are your friends. They are very good and can be mutually beneficial!
Here are some suggestions:
(1) Comprehensive consumption, the coupons with this system are printed in the name of three * * *, and the amount can be divided into several grades and three general ones. (distributed to shopping malls, media, etc. The purpose is to attract customers to at least know about your products and expand their popularity. Of course, KTV is the most disadvantaged, depending on what you think.
② For joint consumption, first of all, you should send KTV coupons for consumption in hot pot restaurants (it is normal to be happy after eating), foot bath packages for consumption in KTV (it is normal to have a rest after playing), and foot bath coupons for consumption in hot pot restaurants (it ends today and will come back tomorrow). How to determine the amount of coupons or other forms is your own business.
suggestion
The market prospect of foot bath is really good. Now the market is very chaotic and its nature is unclear. But there will always be a standard day when the leader will be the big brother.
Vigorously promote the awareness of Chinese medicine health care (promoted to the category of Chinese medicine culture), that is, health care does not take medicine, and the target is determined to standardize the market. Chain operation will become bigger and stronger one day. Massage personnel can sign long-term employment cooperation with massage training institutions to solve the problem of massage employment. Training institutions are very willing to cooperate with you.
As long as your store is ready, you can also enroll students and charge training fees. Graduates can have priority in employment, and this cycle is also a channel.
Finally, I wish you a prosperous business and carry forward our traditional Chinese medicine culture. Don't forget to invite me to enjoy it then.
Foot bath shop marketing plan 4 discount card
That is, you spend a certain amount of money, and then you can get a discount. I don't know if you have read my blog, but the situation of caster coffee is next to it. In other words, he is clever in selling discount cards. He asked you to buy coffee first, and you bought a cup of coffee from 36 yuan, 34 yuan. Then when you took out the money to pay, he said, sir, you know what? You can get this cup of 36 yuan's coffee for free today. So how do you get it?
He said it's very simple. A 88 yuan discount card, costa coffee, is valid in China, and you can enjoy a 10% discount at any time. Coffee is free. You said yes, yes.
I found that 70% people will buy it, but once you buy it, I know Starbucks is my favorite coffee for a long time. I have been drinking Starbucks in America, but I haven't been to Starbucks for at least a year after buying that card.
Member shopping points card
Starbucks later issued a new card. Starbucks said that not only this one is free for you, but I will also give you one for free. But I'm not a discount card, I'm a bonus card. So you have to accumulate to a certain extent before you can have another free cup of coffee.
In fact, he made a profit because there was no discount. So the design inside is very clever, so it has changed from a discount card to a complimentary card. Generally, these cards need a very attractive front end, and value-added gifts are very important.
Actually, you know, when it comes to chasing sales, you should learn from China Telecom. China Telecom is an expert in chasing sales and locking sales. All the marketing of China Telecom is to lock and lock the pin.
China Telecom, for example, is very smart. It will give you 65,438+000 minutes, 200 minutes, but it will never say discount. There is no point in sending it for 200 minutes like this. If you think it is good to give you 50 yuan, you can get 200 minutes.
So there are various ways to lock the pin code of China Telecom. Including from the first transaction, he locked in the business, how much money you promised to spend every year, and today this mobile phone is free, which is his most marketing strategy. So now many customers of China Telecom get their mobile phones for free.
Then in the middle of the year, he charged 1000 to 1500. But this 1500, he asked you to spend 12 months. So he has many ways, and then he will charge 400 yuan and give you 400 yuan worth of cooking oil. You think it's quite profitable. You can get 400 if you spend 400.
However, 400 yuan is a relative thing, and he has the final say on how much it is worth, depending on its pricing. He doesn't discount now, which means that he used to cooperate with rapeseed oil company to sell oil, because he bought a lot, so it was very cheap. This is his marketing.
China Telecom is a good example. I think you should study how they market. Their marketing every time is actually to lock in customers, which is of course the characteristic of their industry. Because the customer loss of China Mobile to China Unicom is very large, all their strategies are basically based on locking. There are always some new tricks, all kinds of tricks, right
witness
What is the concept of vouchers? In other words, when you come, it may cost a lot of money. The restaurant gives you a voucher for 40 yuan 30 yuan. This coupon basically comes when you come. In this case, it is good to give him a certain period of validity, 30 days of validity.
Then let me tell you, there is a Japanese barbecue restaurant in Fujian. Because I have been holding vouchers in my hand, I have been there for countless times. He gave it to me as soon as I ate it, and I kept it in my hand as soon as I ate it. I called my friend and said that you would come over and I would invite you to have a barbecue. He said, why did you invite me? I said because I have a voucher.
So every time after dinner, that is to say, if you spend 300, he will give you 80 vouchers, and if you spend 300, he will give you 80, so you always have it in your hand. Of course, a certain percentage of people really do. Because I have this coupon, I have eaten it countless times.
Sometimes you don't care about money, sometimes people think like this. You thought that if you didn't go, the money would be wasted, so you went.
So vouchers are very powerful, and your cost is zero, right? You can make money if you have one, but many restaurant owners are stupid. I once instructed a boss, who said that this voucher can only be used on weekends. I said, why? Because you have no one at the weekend.
I said, are you usually full? He said no, he is not satisfied at ordinary times, but there are relatively many people at ordinary times. I don't want him to come. I said you don't want him to come, but don't refuse them. For example, they brought vouchers from 30 yuan, and he ate 100 yuan, but he still gave you 70 yuan, right?
So if you don't allow him to come, it means that you refused the 70 yuan. So don't limit the time they must be used unless you have a very good reason. If you say that half of your vouchers can't be used, people will definitely throw them away. The freer the better.
Discount coupon
A coupon means that you can get a discount the next time you come with this coupon. Emergency lock pin, emergency lock pin is the club, fierce, even if you want to lock pin as soon as you catch the money, it is ok. It is ok to sell members, and it is also ok for some people to buy a member as soon as they come in. But it's usually difficult.
I usually give them advice in beauty salons. Don't push your 50 thousand before you come in. They used to come straight in. For example, he has an idea of grasping the potential and combining it with nearby shops, right? I usually want 78 yuan for a haircut, but if I only need 28 yuan for work, someone will come, right?
After you came, you pushed 50 thousand yuan to recharge like them I said you said it couldn't work, right? I said he's here, you can recharge them, for example, 1000, and then give him the 28, so that he can get it easily. It turned out to be 1000 yuan. Come again twice, and I'll chase him for 20 yuan, which is easier.
This timing is very important. Sometimes this member recharges just like we buy magazines. For example, we spent money on a magazine, and we were so excited that we thought we would read it. But in fact, we may watch the first and second issues, and finally we won't watch the rest at all. I know, right?
There are many magazines in our family, such as Economist, Fashion Magazine, new york Times Magazine and Architecture Magazine. I didn't even look at this pile, so I finally had to throw it away. In fact, people wanted to read magazines at first, but then they stopped reading them. So you'd better catch up with the sales of the first two issues, not the latter, because this timing is very important.
Chapter 5 Marketing Planning of Foot Bath Shop Foot health care is a promising industry. From the "edge ball" industry that was initially considered unfair by the public, it was gradually understood and accepted by the public. The market prospect is considerable.
At present, the difficulties faced by this industry are mainly the difficulty of recruiting workers and the difficulty of recruiting technicians. This aspect has been solved, and then there is the problem of site selection.
1, site selection.
When choosing a site, I pay attention to the consumption quality of the customer base. It doesn't have to be in a crowded place The flow of people is large and the rent is high. Especially those who open small shops should consider their own economic ability. Bijing pedicure shop is mainly a repeat business, not a one-time business. Still rely on technology to retain customers.
Of course, places with large traffic also have their own advantages. For example, without too much promotion, a large number of passers-by will know your place. If it is a small shop, the project cost is not very high, so we should consider the cost. When I opened the store, as long as the consumption quality of the surrounding customers was high, I chose a relatively remote place to open it, and my business was not affected. However, if you open it in a biased place, you must promote it in the early stage, otherwise no one will know about your store.
2. Project pricing.
When you set your own price, you have to investigate the charges of the surrounding shops. If your team has good skills, it can be more expensive than other stores 10. Of course, big stores are better than big stores, and small stores are better than small stores. I have never liked price wars. I have opened small shops and big shops, and the fees are a little higher than others.
3. Project design.
What kind of project are we going to open? In addition to traditional projects, it is suggested to promote a special project. Only special items can make it easier for others to remember your store. Like my shop, I promote a project called "Peiyuan Health Soup", which only soaks feet without pressing them. A small shop in 78 yuan once, a big shop 100 yuan once. Self-grinding powder, pure Chinese medicine powder. There are guests at most. In this case, I save time and effort, and I don't need to press it manually.
4. Project name
The project name can directly reflect the level of your store. Professional or not, others can feel it at first impression.