Pop-up store promotion plan-how to do flash?

How do physical stores play "flash marketing"? Pop-up shop, also known as pop-upstore, talks about the activity form of pop-upstore (

Friends who don't know the pop-upstore, please define it by Baidu first.

In fact, in the whole fashion circle and even the trend circle, it was once the favorite of big brands. Almost many brands that are at the forefront of the trend and like to play with other styles have opened a pop-upstore at least once.

In fact, as early as 20 years ago, I loved to play with concepts.

Levis and swatch

I tried to open a pop-up shop in London to gather popularity. This kind of pop-up shop not only digs more potential customer groups for the brand, but also brings effective word-of-mouth communication for the brand.

And how should physical stores play "flash marketing"?

(1) Get fresh and interesting topics and warm them up on social media first.

Before the pop-up shop activity begins, we will attract users to take the initiative to participate in it through online fresh and interesting topical activities, thus creating a wave of brand momentum. During the period, you can link to the offline through some activities to improve the enthusiasm and curiosity of users.

Preparing for warm-up in advance is one of the most important links for pop-up shop to engage in offline activities. Online popularity is not done, and consumer attention is declining, which may directly affect the popularity of offline pop-up shop activities. Therefore, to open a good pop-up shop, the first condition is to have fresh and interesting topics to attract consumers to participate.

(2) Set personalized scenes, introduce spontaneous communication and fermentation topics.

To build an offline pop-up shop, we must have characteristics, such as personalization, scene, interactive experience and so on. Through these innovative designs and interactive topics, consumers can be stimulated to spread spontaneously. Let the topic ferment, and he will go to the pop-up shop to consume, participate in the theme activities, and achieve precise marketing.

Doll machine, twisted egg, blind box, interactive giant. A group of passers-by thought it was beautiful, so they took a photo and left. This is an experience. A group of passers-by played in it for a long time and became a part of the pop-up shop. This is interaction.

In short, the purpose is to make consumers no longer spectators, but part of the activity.

Pop-up shop can be positioned as a shop that carries out sales or brand promotion activities in a certain space in a short time, and at the same time creates pleasant and comfortable experiences for customers through appropriate atmosphere, and experience is the most important content in pop-up shop. The biggest difference between pop-up shop and traditional shops is that pop-up shop creates realistic topicality through novel layout and design, and there are many things that can be molded, and the forms are far more than those of traditional shops.

At the same time, users are attracted to participate actively through online fresh and interesting topic events, and offline events spread rapidly among KOL and users through scene and socialization, eventually forming a complete closed loop of online and offline communication.

Who can help me figure out how to do this advertising plan? 1. Clarify the industry level and find the key tasks of marketing activities.

After some observation, the author found that marketing activities are also influenced by the current level of your products in the industry, and the activities that can be applied in each field are also limited by the level. The level of the industry determines your position in the eyes of consumers. Does he need it?

For example, in an ordinary restaurant, in order to attract guests, you want to hold a VIP banquet, which few people buy. The reason is that in the eyes of consumers, you are just a place to solve the problem of eating, and you are not worthy of the high-end feast in their minds.

Therefore, when you know the level of your product in the same industry, you should know which activities are suitable for your product, and you can create a consumption scene for your users. If you want to learn more skills, I think the bidding training in Zhao Yang is quite good. You can try it.

For example:

Procter & Gamble and Vipshop will jointly create "experience marketing of light and shadow art", and take the popular "light and shadow art" as the breakthrough point to communicate with young people, and build a large-scale light and shadow pop-up store in Guangzhou CBD business district, so that young people can shoot large movies at will during the experience. If they want to become an instant hit, they must make a model.

Once the pop-up shop was launched, it immediately became the latest punch point in the city. Under the romantic projection curtain wall and the love story of fresh meat star Peter, the audience's girl heart was instantly detonated. When you walk into the pop-up shop, you will find a natural "big show" inside.

Second, the activity planning, including what?

1, the purpose and goal of the activity.

2. Activity time and theme.

3, the form and logic of the activity (can draw a general flow chart)

4. Activity promotion plan.

5. Content and process planning of activities

6. Activity cost and output

The above part is a list of routines in the scheme. It is also the content that must be included. How to set the purpose and goal of the activity, but also look back at another article by the author, so I won't go into details here.

Here, the author focuses on how to set the theme of the event, because the theme is the first point to trigger consumer emotions. If the theme is too common, users will find this activity unattractive and will not pay attention to you.

How to set the theme to attract consumers?

This is a triangular framework with a theme, the core of which is that the theme should be generated on the basis of purpose and serve both enterprises and users. The specific application is as follows:

1, the enterprise or brand has been known, and consumers have known the brand.

In this case, the theme can be named directly from the perspective of the enterprise, and the subtitle can reflect the interests of users.

For example:

Main title: Highlight the Double Eleven Global Carnival.

Subtitle: Highlight the type of activity or consumer interest.

Content: promotion activities, the lowest price for the whole year.

Main title: Highlights JD.COM 618.

Subtitle: National Mid-year Shopping Festival

2. The brand awareness is not high, and consumers have no awareness of the brand.

Main title: Crazy profit 50%

Subtitle: All VIPs in the store can enjoy a 50% discount.

When consumers are not clear about the brand, usually the preferential strength is the first attraction.

3. The brand has a specific audience and requires high tonality.

Example: Vanke new product launch conference

Highlight the role of consumers, have dreams and demand high-quality life, so the theme tonality of activities should also conform to the values of consumers.

4. The brand has a wide audience and the activity tonality should be more close to the people.

Linking the World Cup carnival with beer to create a carnival festival similar to Meijiang Beer Festival is easy to be recognized by consumers.

Tip: The theme can generally be set as the main theme and subtitle, one is the big theme, and the other is the auxiliary description of the activity type, so that consumers can know what kind of activity this is.

The above are some ideas when designing the theme. Of course, the emphasis is on creativity, which depends on the planner's long-term knowledge accumulation and insight into life and human nature.

Third, grasp the key points and make a good match.

After talking about the theme, let's talk about how to set up the content of marketing activities. The importance of the content of the activity relates to whether the user should take action on this activity or whether to place an order to buy your product. Generally speaking, we should set the content according to the activity type and match the content according to the key tasks.

For example:

The new product launch conference focuses on promoting new products, so the content should focus on how to promote new products more attractive, how to present them and what kind of effects to show.

What benefits can promotional activities bring to users, and how can they let go of their guard and spend sensibly?

Let's take promotion as an example to see how to set the content.

1, packaging sales-Diderot effect

Two hundred years later, Juliet Schroer, an economist at Harvard University in the United States, put forward a new concept-"Diderot effect", also known as matching effect, which means that after people have a favorite item, they will allocate items that are suitable for it and achieve a psychological balance.

When you recommend a product to a consumer, it will inevitably make him feel unreasonable. He needs to buy a complete package to achieve the ideal state. This means that your packaging is not only about products, but service-oriented and provides consumers with more choices.

2. Receiving welfare-psychological account-

psychological cost

"200 after 1000" instead of "20% after 1000"? Which of these two statements do you think is better?

In the first way, people feel that the money I originally spent will be returned to 200 yuan, which is a surprise.

In the second way, I have to buy 1000 yuan to get a discount. My first instinct is 1000 yuan to get a discount. Then I don't want to buy so much, so I have a calculated loss.

Emotional interest

For example, the same dress, priced at 2000 yuan, may be too expensive for yourself, but if it is a birthday present for your lover, you may not hesitate to buy it.

This is because users classify these two kinds of expenses into different "psychological accounts". Clothes bought for oneself are "daily clothing expenses", but those bought for relatives are classified as "personal or emotional maintenance expenses". Obviously, most users will be more willing to spend money for the latter.

3. Reference selection-bait effect

There is an example in Weird Behavior: Lapp is a consultant of a restaurant, and the restaurant pays him to plan the menu and price of the restaurant. Rapp then understood a phenomenon: the high price of the main course on the menu can increase the profit of the restaurant even if no one orders it.

The case of The Economist's advertisement in magazine subscription;

① Electronic subscription: $59.

② Paper subscription: $ 125.

③ Electronic and paper subscriptions: $ 125.

The price of subscribing to electronic and paper magazines is the same as that of subscribing to paper magazines only. Why do they offer such a choice?

The experimenter provided the above price list to 100 MIT students and asked them about their purchase options. When all three options are available, students choose mixed subscription; When the paper subscription option of 125 USD was deleted, the students chose the cheapest option.

How can this be used for promotion? It is to find out the expensive products in your products as inducements, and set up a bait even if they can't be sold, so that your other products will have a good and cheap effect in your heart.

Two wardrobes with similar quality, one with original price 1800 and current price1500; The original price is 1600, and the current price is 1500. Which one would you choose?

So, if you want to make your target option more prominent, you might as well add a bait item to it.

There are many other strategies, such as loss aversion, reciprocity principle, reference psychology, social identity principle, etc., which are all set according to consumer psychology. I suggest you read some books on social psychology that affect consumers' decision-making.

How to flash teaches you how to flash PPT.

Potential repair materials

20 18-08-20

Many friends have seen flash, which is very interesting and has a strong sense of rhythm. So how is this thing made? Bian Xiao shared his experience, hoping to help you.

Step 1: Set the background

We found the background solid color fill in the "Design" option tower, filled it with black, and applied it to all slides.

Step 2: Insert the text and copy the slide.

Insert the text box, enter the text you want, copy the slide on this page, paste it on the back of this page (see how much you need to paste), and modify the contents of the pasted slide.

Step 3: Insert background music and set animation.

After completing the above steps, we insert a piece of local music as background music in the first slide, set to hide when playing and play across slides, and then set animation according to the beat of the music (this step will take a lot of time).

Step 4: Set the slide switch.

This is the final stage. We set the switching mode to automatic switching in slide switching, and set the automatic switching time to complete our flash PPT.

All these are Bian Xiao's personal experiences. Please forgive me if there is anything wrong. Let's take a look at the final effect!

Bian Xiao has also arranged a set of templates for everyone. You need to chat with Bian Xiao privately.

Submerged original, like to pay attention to it, to present you with more exciting!

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