(1) Main activities

1, strengthen the promotion activities for middle-aged people and improve their loyalty;

2. Market segmentation, target market determination, differentiated positioning and promotion for young people and the elderly;

3, using a variety of promotional means to promote sales.

(2) Specific measures

1, advertising strategy

I. Publicity theme

"Caring for health starts with the feet; Caring for your feet begins with brotherhood. "

B, publicity objectives

(1) Middle-and high-income groups with high work pressure;

(2) middle-aged and elderly people who believe that pedicure can cure diseases and prevent diseases;

C, publicity focus

(1) The business advantage of the enterprise-unique pedicure formula, which has the effects of preventing and treating diseases, whitening and caring skin.

(2) excellent brotherly service, exquisite technology and beautiful environment.

D, publicity media

According to different target customers, different media should be used.

(1) During the investigation, it was found that drivers are a group with great potential for pedicure demand. They basically earn money by their feet all day, so it goes without saying that they should cherish their feet. The best media for this kind of customers is broadcasting, and the best radio station is "Jiangsu Traffic Broadcasting Network" (10 1). In addition, there is another kind of people who are suitable for broadcasting-the elderly. According to the survey, the "professional hotline" broadcast by Zhenjiang People's Broadcasting Station's news comprehensive frequency (FM99.4, AM900) is deeply loved by the elderly because it is closely related to life. Brothers and sisters can use these two programs for publicity;

(2) For middle-income and high-income women, it is suitable for publicity in some best-selling magazines, easy and women are more suitable for brotherhood, and housewives prefer bosom friends and modern families;

(3) For men with good income, they can advertise in newspapers and magazines that men are interested in, such as Friends of Cars and China Business News.

(4) In addition, for ordinary customers, the best media choice should be TV, and programs with high ratings should be broadcast before or during the program.

E, publicity time

(1) Using radio publicity, the advertisements inserted in Jiangsu Traffic Broadcasting Network are aimed at drivers. Generally speaking, it is better to choose the time period of 2 1.00-22.00 in the evening, because this is the time when drivers are ready to call it a day, and they will feel very cordial and eager to hear the advertisement of brotherhood. Advertisements for the elderly can only be inserted during the broadcast time of the "hotline" with comprehensive news frequency;

(2) The same is true of newspapers and magazines, which are published in every issue;

(3) The TV ratings of the TV series of Zhenjiang Satellite TV are higher every night, usually 19-22.

2. Promotion strategy

(1) Hold the "Free Voucher Service" activity.

A. Purpose of the activity

By providing free services for ordinary workers, the visibility and reputation of enterprises can be improved.

B, publicity methods

In addition to the above media publicity activities, you can also inform the target population by distributing leaflets.

C. Detailed rules of activities

(1) On June 65438+ 10/day, 2006, teachers and drivers can go to the fraternity once for free with their teacher's license and driver's license;

(2) Teachers and drivers can spend once for free on my birthday with my work permit and ID card, and cannot repeat the first point.

(2) Issuing membership cards

A. If the gold card costs more than 10000 yuan, you can enjoy a 20% discount and extra services when you become a member of the Brotherhood Gold Card;

B, the consumption amount of the silver card reaches 5,000 yuan, and you can enjoy a 15% discount when you become a member of the brotherhood silver card;

C, VIP card spending more than 1000 yuan, will become a fraternity VIP card member, can enjoy a 10% discount;

D. If the consumption amount of ordinary membership card reaches 100 yuan, it will become an ordinary member of brotherhood and enjoy a 15% discount.

(3) Providing coupons

For customers who have never spent pedicure or brotherhood, provide coupons to urge them to spend brotherhood.

3. After-sales service

For customers who have spent money on brotherhood, they should pay regular visits to ask their opinions on brotherhood and reward consumers who give valuable opinions. This move aims to show that the Brotherhood attaches importance to its members, thus enhancing customer loyalty.

Sincerely answer for you, I hope I can help you, give someone a rose, and the hand has a lingering fragrance. Thank you very much. If it is useful, give me a good evaluation. O(∩_∩)O~