Marketing planning scheme for opening activities of pedicure shop 1 Market survey around foot bath shop: According to the business circle around foot bath shop, analyze consumers' characteristics and economic development, and select reasonable publicity strategies and policies in combination with the positioning of foot bath shop. Reference samples are as follows: Wulidian, near Huang Wu Road, has Jinke Garden and Jinke Liyuan, opposite to the innovative green home, and further on is Huannibang, Huadu, Chang 'an, which is about 3 minutes' walk from our store 15 minutes, and others are about 3-8 minutes' walk from our store. Zishui Middle School is next to Jinke Garden, and its back door is close to Kangtian Fengwan Garden. Our store is opposite the Hongfengting Community, and the occupancy rate of the above communities is good at present. Yonghui Supermarket, Oriental Lighting Plaza, Xiangjiang Home, Chang 'an Hospital and Chang 'an Group are connected to Jianxin East Road. The market facilities are not bad, but it may be at a disadvantage in publicity, because the surrounding areas are garden communities, and the signs of our store are in the central vacuum zone of the market, and the road traffic and people flow are not very good. How to put out our signboard so as to invite guests in is particularly important, so we need to carefully consider the ways and means of publicity.
In view of the special geographical location and time of the store, the opening planning of the store should focus on product characteristics and store location, and then cooperate with the corresponding promotional activities to achieve a warm and lively atmosphere for opening, and realize the expansion of brand awareness and the sustainable development of business. The program content mainly includes the following contents:
I. Opening hours:
At 0: 58 a.m. on February 8
Second, the activity time:
3 February to 28 February
Third, the activity planning:
1, Phase I: trial operation publicity
From February 3 rd to February 7 th, the foot bath in the store is 8.8 fold;
B, hanging a trial operation banner outside the foot bath shop and in a conspicuous place in the community;
C, from 65438+1October 28th, distribute leaflets in the neighborhood where the store is located and nearby communities, totaling 20,000 copies;
D, please neighboring units and business units.
E. Make comprehensive adjustments and arrangements for in-store products, services, environment and out-of-store image to ensure the predetermined operating status.
2. Phase II: Opening Publicity and Activities
(1) activity:
A. From February 3rd to February 7th, the foot bath shop opening leaflets were distributed every day, with a cumulative distribution of 654.38+00000 copies;
B from February 8th to February 10, the pedicure consumption will be 7.8% off, and the full amount will be given as a voucher;
C. 8.8% discount from February 1 1 to February 28th; Give each table 20 vouchers (dark);
D, March 1 to March 3 1, according to the situation, continue to give away vouchers (dark);
E. use vouchers from March/kloc-0 to April 20th.
The promotion form of foot bath shop can be discounted and recharged, depending on the situation of the enterprise. The above is for reference only, but we must grasp the rhythm of activities to achieve the best results.
(2) Publicity channels:
A. Opening ceremony: only inflatable arches, flower baskets, etc. It will be arranged on the main passages around the site.
B, 7 and 8, 20,000 newspaper clippings were distributed in relevant newspapers;
C on the opening day, use the "mobile publicity vehicle" to distribute promotional gifts, leaflets, paper towels, etc. In the store business circle;
D on February 3rd, 4th, 5th, 6th and 7th, paper towels with opening leaflets will be distributed around the store.
F, hanging banners outside the store and the main channel of the community, the content is opening:
G. During the activity, distribute leaflets in residential areas, commercial streets and stations around the store;
3. The third stage: later activities.
A coupons issued after the opening activities will be used from March 1 and will be valid until April 20th.
B. According to the effect of the opening activities, the second-stage marketing plan was planned on March 20th, focusing on the selling points of May Day.
Four. Active materials:
1 6 700 yuan, banner size to be determined.
2. Water brand content to be determined. Two 700 yuan.
3. The contents of the leaflet are to be determined, and 50,000 copies (including newspaper clippings) cost 6,000 yuan.
4. Voucher/red envelope 20 yuan face value 10 box /500 300 yuan.
5. Poker 200 250 yuan.
6. The number of matches and other small gifts is calculated in 250 yuan.
7.3000 packs of promotional tissue 600 yuan.
8, the opening of the mobile distribution of gifts publicity vehicles (including urban management approval fee) in 800 yuan.
9. The opening ceremony has 1 arch of materials and 2 air columns.
10, other coordination fee 500 yuan.
Verb (abbreviation of verb) refers to arch, air column, etc. ：
Archie: Congratulations on the grand opening of xx.
Air column: xx foot bath health and wellness
Cost budget of intransitive verbs:
1. Material cost: about xx yuan.
2. Media publicity expenses: about xx yuan.
The total is about xx yuan.
The above is for reference only, and the cost involved is only an estimate.
After the activity, summarize and analyze the shortcomings, so as to do better in the following marketing activities.
Marketing planning scheme for opening activities of pedicure shops Part II: Purpose and significance of activity planning.
On the occasion of the opening ceremony of xx, the all-round foot bath service place for consumers will be grandly opened, adhering to the highest service concept to open up the xx market, and then realize the brand awareness of xx in the industry, open up a new world of xx in the industry, and plan the opening of the foot bath place.
Two. Time and place of activity
Activity time: February, 20xx+xx, 65438.
Location: xxx
Three. Object and scale of activities
This activity is mainly aimed at middle and high-end consumer groups, and consumers with opening experience during the activity will become club members and potential consumer groups.
In order to show the enterprise qualification of xx, the site scale will be atmospheric and have visual impact. The forms will be novel and diverse, and emerge one after another.
Fourth, the way of publicity activities.
1, pre-media publicity
In the early stage of opening activities, we conducted a one-month free publicity through the cooperative media of xxxx Etiquette Culture Communication Co., Ltd.-"Golden Page xx", and introduced the geographical location, service environment and supporting facilities of the beauty and body building club in detail with pictures and texts, which achieved a wide publicity role in the foot bath industry.
2. Post-site promotion
Through the invitations sent to media friends, customers and merchants before the celebration, the arrival of these people has played a very good role in the wider promotion of our store during the event. At this time, coupled with the live performing arts activities, it attracted a large number of people, and sending them coupons or discount cards to attract people during the period also played a role in promotion.
Verb (abbreviation for verb) Organization and content of activities.
1, participating departments and personnel
Security department: responsible for on-site parking, order maintenance and emergency handling.
Performance Department: Performs according to the pre-customized program order, and is responsible for the smooth and orderly performance.
Etiquette department: responsible for guiding guests and cutting the ribbon.
Dance Department: Responsible for the debugging of audio and other equipment to ensure the smooth performance.
Logistics department: field staff, responsible for supervising and coordinating the work of personnel in various departments.
2. Construction and decoration of the event site
Off-site: balloons with banners flying in the air; The mascot waves to you warmly; Outside the building, there are big banners with the goal of "opening a good business" and preferential projects, as well as banners of suppliers and congratulations units; The entrance is surrounded by beautiful flowers, and the pillars in front of the door rise from the vines of the flowers. Secondly, set up high-precision ink-jet shop celebration signs. Miss etiquette issues company anniversary souvenirs; The whole show a jubilant atmosphere. Create a simple and tasteful holiday atmosphere, and consumers will be attracted by this atmosphere as soon as they pass by the door.
On-site: the waiter is dressed neatly, smiling and enthusiastic; The front desk service is meticulous and patient; Ground light can be used as a guide; The tables and chairs are spotless; The company's various promotional materials are easy to read; Music is like high mountains and flowing water; Green bonsai is pleasing to the eye; Customers can enjoy first-class service and all-round sensory enjoyment of sight, hearing, touch and smell from the moment they enter the store. After eating, you can also participate in the lucky draw and send souvenirs. Let customers enjoy the first-class service of xx from beginning to end and leave good memories.
3.( 1) Flag Raising Ceremony
(2) Congratulations on the grand opening ceremony (greetings from guests, units and relevant leaders present).
(3) The opening ceremony officially started, and the relevant leaders cut the ribbon (miss etiquette wore elegant dresses to help the leaders get in place).
(4) With the ribbon-cutting ceremony, the band began to play beautiful welcome songs.
(5) After cutting, start the fireworks display ceremony.
Sixth, the performance process arrangement
At 9: 30, all staff will be present (Party A and the celebration company).
At 9: 40, the live gongs and drums team played a welcome song. The reception group receives guests and is responsible for distributing corsages, and plays cheerful music between performances.
9: 55 female singer (good start)
10: 00 Opening remarks by the host
10: 03 leader's speech. (self-arranged)
10: 06 leader's speech. (self-arranged)
10: 09 leader's speech. (self-arranged)
10: 12 leader's speech. (self-arranged)
10: 15 The host invited the leaders to cut the ribbon on stage.
10: 18 The host invited the leaders to take the stage to announce the official start of the opening ceremony, and the leaders cut the ribbon (at the same time, the band sounded firecrackers and fireworks soared).
10: 20 male singer singing
10: 25 Indian dance performance
10: 30 duet performance
Interaction between the host and the audience
10: 55 female singer singing
1 1: 00 National Dance
1 1: 05 male singer's dance performance
1 1: 10 Interaction between the host and the audience
1 1: 20 Modern Dance Performance
1 1: 25 duet performance
1 1: 40 male singer singing
1 1: 45 The host announced the successful conclusion of the opening ceremony of xx.
Marketing planning scheme of pedicure store opening activity 3 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 will chase him for 2000 yuan, which is relatively simple.
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.
Marketing planning scheme of pedicure store opening activities 4. First, "She pays the bill today"
Time: 3.8-3. 12 (Sunday)
Content: Ms. Fan pays the bill, and all services are 20% off (6~9% off).
Publicity:
1, a billboard painted or photographed in front of the store.
2. Before (guests) eat, distribute the publicity materials of this activity in restaurants, downtown areas, bars, communities and other places.
3. All publicity advertisements must take "Today she pays the bill" as the theme, and indicate the activity content, time, place and telephone number.
Second, "Flowers for Her"
Time: 3.8—3. 10
Content: Any man who takes a lady to the store for consumption can choose a beautiful flower and dedicate it to the lady who works day and night.
Publicity:
1. Put a bunch of flowers on the billboard in front of the store for painting or portrait.
2. Mail the publicity page to the consumer groups on March 4th.
All leaflets must have the theme of "Flowers for her", and indicate the activity content, time and place, and telephone number.
Third, one consumption, two enjoyment.
Time: 3.8—3. 12
Content: Any lady who goes to the store for consumption will be given a free pedicure card.
Publicity:
1. Make a painted or photo billboard in front of the store, and attach a picture of the card.
2. Advertise in the newspaper or send out publicity pages at the gate of the supermarket.
3. All leaflets must take "one consumption, two enjoyment" as the theme, and indicate the activity content, time, place and telephone number.
Fourth, joint promotion with well-known restaurants and clothing stores.
Precautions:
1. The activities in the store must be explained in detail to employees in advance.
2. Before the activity, we should strengthen the service etiquette and technology for employees.
3, the distribution of information should be led by the manager, choose the right crowd distribution.
4. Employees are not allowed to ask for leave during the activity.
5. Evaluate the effect of the activity and summarize the experience and mistakes of the activity.
Preface to the marketing planning of pedicure shop opening activities (Chapter 5)
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 they are not in a black shop), and the lighting in aisles and private rooms should be warm (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. )
Halls, corridors and private rooms should be equipped with some common knowledge of Chinese medicine health care, publicity pictures and the like, and acupoint copper people can also put one (upgraded to the level of Chinese medicine 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. The man who came with me is willing to let a man touch her, and the remaining single women can't like ugly men touching themselves.
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 work overtime as little as possible. If they don't have a good rest, they can't do their work well. If they don't do it 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. Isn't that what banks and finance do? Ha ha! )
Why do customers use membership cards to spend? This plays a role in the front decoration style.
A little more TCM health care will make customers have a new understanding in consciousness, and the staff will explain for a while that this is not just foot bath, but also health care. (the coach must be well invited, and the real thing will have an effect. As long as this awareness is deeply rooted in the hearts of the people, I am afraid he will not do card consumption.
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, and three meals a day will be free. ). 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, hehe ~ ~