Popular 38 get 98 free.
Second, the purpose of the activity:
Attract new customers and employees to practice.
Third, the activity preparation:
1, preparation of publicity materials
(1) external card
(2) Internal card
(3) Window posters
(4) Hanging flags in the store
2. Product preparation:
Prepare the shampoo, dye paste and film reversal specified by the activity.
3, service process and speech
(1) external voice technology
(2) Internal words.
4. Technical intensive training
Four. Activities:
1, 38 yuan dynamic fashion perm
Original price: 98 yuan Current price: 38 yuan
2. Send a love card to 98 yuan.
38 yuan used it to dye her hair.
60 yuan used it to buy reverse films.
V. Words
1, trauma speech:
(1) standard voice:
Hello, I am the hair stylist of the national chain salon Dynamic 6. Can you spare me some time? Well, our store is doing the activity of "Perm 38 yuan, Send 98 yuan" recently. With this card, you can come to our store to enjoy a perm from 38 yuan and get hair care from 98 yuan. You are always welcome to come!
(2) Customer's answers to questions:
Please don't misunderstand me. Our store has just joined the National Chain Salon of Dynamic 6 Hairstyles, and specially launched this set of cost perming activities in 38 yuan, mainly to let you feel our service mode and our latest hairstyles. Do you have a minute? Otherwise, I'll wait for you to come to our store and let our teacher help you design for free first.
2. Internal words:
(1)×× Hello, is this your first visit to our store? Where did you do your hair before? That's great. Nice haircut. Are there any familiar hairdressers in our shop? Then I'll tell you a good news. Our store has just finished the devil's training in Dynamic 6 Headquarters, and recently launched several new hairstyles, and is doing a perm in 38 yuan. What a rare opportunity! The original price of this product is 98 yuan. Now, you only need to spend 38 yuan to enjoy our excellent service, and you can also get our love card from 98 yuan. What a bargain!
(2)98 yuan's love card, in which 38 yuan can offset our hair dyeing service, and 60 yuan can buy a set of special-effect hair reversal film, which can not only change your hairstyle, but also get special-effect hair care, killing two birds with one stone! If you don't take care of your hair after dyeing, it will cause dryness, lack of water and lack of elasticity, which will seriously affect the effect of hairstyle. Because the hair will be alkaline after dyeing, and the nutrient film will be acidic, it can not only balance the PH value of your hair, but also effectively supplement keratin and fibrin, so that the hair can recover its elasticity and luster in the shortest time.
(3) Our store is now a member of China No.1 hairdressing brand "Dynamic 6 Hair Style National Chain Salon". All employees have been trained strictly by the headquarters and mastered the most popular hair design essentials at present. Our current hair stylist has been able to complete all the hairstyles of Japanese and Korean styles, and the personal skills and qualities of assistant hair stylists are incomparable. I think you have felt our service. This is our model.
Opening activity planning 2 1, opening promotion: competition makes the wedding photo studio constantly renovated and reopened, and makes a fuss about the new opening in promotion to gain the attention of newcomers.
Some photo studios reopen once a year or even twice a year. Ex.: First, on the grounds of trial operation after renovation, we will give new people a big discount. After this round of promotion, they will officially open again with great fanfare, and then there will be greater discounts. The advantage of speculation on the grounds of opening is that it is in an offensive and retreat position in front of newcomers and peers. Because it can rob tourists at a low price, but also embarrassed to say to peers or newcomers: it's not that this studio is doing low prices to disrupt the market, but because I'm opening for promotion.
Because the opening "landing" advertisement has great influence and is well planned, it can seize a certain market share.
2. Discount promotion: First come up with an ingenious name, such as the opening anniversary, or the photographer's in-store service, and then use this as an excuse to give the newcomers a big profit.
The advantage of discount promotion is that it can let guests know that we have such a big discount because it is conducive to maintaining the dignity of the photo studio; At the same time remind guests to seize the opportunity. The disadvantage is that almost all photo studios now offer discounts under various pretexts. No matter who makes such a plan again, it has not aroused much interest from consumers.
3. Digital games: For example, a photo studio advertised "Celebrating the May 1 555 Special Event", which makes people look like a set of wedding photos, which seems to be 555 yuan. When the newlyweds enter the store for consultation, they will understand that the reason 555 means: 50% off first, then 50% off, and then five abbreviations for wedding gifts. Finally, the lowest price for taking photos is about 1000 yuan. Although customers feel cheated after entering the door, there are still many people who finally took photos under the enthusiastic introduction and thoughtful service of the salesgirl.
The main function of digital games is to attract customers to get started. The service level of the staff in the store is very important after the guests enter the door. Proper service can greatly improve the success rate of ordering food.
4. Horizontal alliance: Joining hands with successful enterprises to promote sales is one of the popular and effective methods in recent years. Because joining hands with successful enterprises will improve the grade and reliability of your studio and greatly improve the order taking rate. The specific method is roughly as follows:
(1) You can get coupons for taking photos in the photo studio when you buy products or services; You can get coupons for buying products or services by taking photos in a photo studio.
(2) The photo studio and a well-known company jointly do promotional activities, or the photo studio does promotional activities, which shows that it has been sponsored by a well-known company, so as to enhance the influence of the photo studio in the hearts of local newcomers.
5. Trade union: it will be adopted in some areas with relatively benign competition, which is generally divided into two situations:
(1) Make a promotion together or make a "show" together. The advantage of doing so is that it can expand its influence and bear the cost of publicity;
(2) photo studios occupying different market segments "take care of each other": for example, after taking wedding photos in wedding photo studios, you can get a discount photo card for children's photo studios or a discount card for photo studios; Or if you have taken photos in a photo studio, you can get preferential printing vouchers from the printing shop.
6. Take orders for "show": Photo studios usually choose weekends or holidays to do dynamic dress shows or static dress shows at the entrance of big shopping malls or the square of commercial centers. Professional models and professional hosts will host the venue, infect the hesitant new people, and pay a deposit for impulsive photos with a very warm atmosphere. Manufacturing "display" orders are increasingly used for horizontal alliances. For example, Chongqing Golden Lady Wedding Studio planned a "Long Live the Marriage Expo" in the local five-star hotel Marriott Hotel, and invited many well-known companies that produce marriage-related goods to "show" together, and collected hundreds of thousands of photo deposits for the newcomers in just one day.
7. Lucky draw: As long as you come to my photo studio to take pictures, you will have a chance to win the grand prize. At the beginning, the photo studio usually prepared some small household appliances and wedding supplies. Later, in order to attract new people, the amount of the lottery continued to increase.
There is one thing that needs special attention here: the Advertising Law stipulates that the maximum prize of the lucky draw shall not be higher than 5,000 yuan. Once you accidentally exceed this maximum limit, you will be severely punished by the industrial and commercial departments. Please pay special attention to the photo studio you don't know.
8. Single-generation pyramid selling: As an illegal business activity, pyramid selling has been banned, but many people don't know that single-generation pyramid selling is actually not illegal. The specific practice of the photo studio is: what benefits will I give you if you introduce the guests to me? This kind of welfare commitment varies from studio to studio, some are small gifts for guests, some are photos for guests, and some are cash or commission directly for guests.
The advantage of single-generation pyramid selling is that it is highly credible to promote the photo studio through the guests who have consumed it. After investigation, the recommendation of friends is one of the most important factors for newcomers to decide which studio to take pictures in.
9. Implicit promotion: This is the method adopted by some high-end large-scale photo studios. Generally, they have a detailed record of the guests who have consumed in this studio, so they keep in touch with the old guests through business letters, telephone calls, etc., and turn the guests who have consumed in this studio into the best spokespersons of this studio by means of single-generation pyramid schemes, so that the old guests can continue to do voluntary publicity for their own studios.
The biggest advantage of implicit promotion is the concealment of publicity. It is difficult for competitors to know the trend of their own studios, so it is difficult to carry out targeted attack strategies. Moreover, with the continuous expansion of the customer base in the business, hidden promotion plays an increasingly important role.
Now many photo studios know the details of all the registered newcomers in the area through the local marriage registration office, and then launch a marketing offensive with frequent business letters, which is also a clever hidden promotion method.
Planning for the Opening Ceremony Part III: Image Preparation
Play, play, 30 minutes to prepare, 3 seconds to impress, 3 minutes to express (concise). Dress yourself up like an expert.
Second, prepare your mind.
Make full mental preparations, fight tough battles and overcome difficulties. There is no shame in not selling for a few days. People who want to send money will feel that they have made a bad start and will leave immediately. At any time, at any time, it is like encountering a battle. You are full of enthusiasm and passion, affecting everyone around you and making you cheerful, happy and happy. That is to say, you should always keep your soul up and enjoy it. Cheerfulness is like a magnet, which will keep wealth invisibly.
Third, the preparation of in-store facilities-to create a warm beauty and skin care environment.
Warm, novel, complete hardware-air conditioning in summer, heating in winter, this is the most yard facilities, sparrows are small but complete, customers around the cabinet.
Display cabinets are placed, and high-end products are mainly in the same series. First, customers can see high-end products, and low-priced products are placed slightly lower. The top part of the display column can show your diploma, photos, posters and honorary certificates. Goods must be listed completely, giving people a clear desire to buy. Make-up should be put uniformly, and some green and fashionable decorations should be put. For example, a white box can be placed next to an elegant and beautiful box, which reflects the elegance and nobility of this set of goods and the purity and safety of the goods. You can put some cucumber vines in summer, which are green, showing a kind of environmental protection and nature. Bedding uses bedspreads, sheets and towels marked by the company (ordered in Sisi's office), which reflects professionalism. At least two sets, change once a week!
A variety of printed beauty project leaflets in beauty salons, including green beauty products. Let every customer read the publicity materials in his spare time before entering the nursing care, and give the read publicity materials to the customers before leaving. The beautician's oral product recommendation left an auditory impression on the customer, so the promotional materials brought back by the customer deepened this impression visually. In addition, the posters of beauty salon related products should be hung (pasted) in a conspicuous position in the beauty salon. Relevant production and quality inspection certificates, enterprise honorary medals, etc. Can establish the beauty and self-confidence of customers, especially the certificate issued by the national authority, which will play a great role in attracting customers and selling goods. Relevant information can be downloaded and printed from the company website -R&D organization website.
Fourth, the preparation of goods in the store
Special commodities for commodity display: self-cleaning cream, facial cleanser, water, milk, essence, cream, BB cream, oxygen mask, eyebrow knife, eyebrow clip, eyebrow scissors, physiological saline, absorbent cotton, alcohol, plastic wrap, film guide bowl, mirror, cotton pad, etc.
Verb (abbreviation of verb) preparation of professional knowledge
This is the most important point in all the preparations before opening! Without this item, there would be nothing and no money. Whether the cleansing steps are rigorous and smooth, whether the massage is comfortable and comfortable, and whether the skin judgment is accurate, never prescribe the wrong medicine, otherwise it will harm others and yourself. Without the fastest speed to practice, you can't be impatient. More practice makes perfect.
Six, careful planning, to lay the foundation for good activities.
On the basis of trial operation for one to two months, a large number of experience cards are issued to let acquaintances and friends experience goods, rather than selling goods. This is a process of raising fish, and it also paves the way for the gift of the event. I want to do this project after eye fire treatment, 15 yuan 1 time, and the spa in 20 yuan 1 time, so as to lay a good foundation for the gift of activities, introduce the customers well during the trial operation and see the effect.
It was grandly opened two months later, with the theme of celebration. Posters of gifts are posted three days in advance, and sales are not allowed at that time.
Predict the number of stores in advance and call one by one to make an appointment. How to encourage everyone mobilized before the war that day, thank the dealers who came and report the customers in the store. How many customers will be present that day and what kind of situation has been determined. Division of labor:
Distribution personnel (enthusiastic and confident) and reception personnel (store manager): familiar with the customer's situation, be good at transferring money (as a demonstrator), demonstrating goods (as a senior store manager and distributor) and pressing orders (as a distributor with certain experience in commodity sales): familiar with the activity plan of the day, good at shaping the distribution value and having certain experience in pressing orders.
Do a good job of language and personnel cooperation, introduce the situation, and achieve the sales purpose. Generally, there are not many customers in the county town in the morning, and the results are produced in the afternoon, but there are many people in the town in the morning and few people in the afternoon, but they have certain quality. Try to maximize the distribution of goods to customers. If the customer doesn't get the dealer's order, if you know her well, you must hold her and don't let her go. Pretend to plead with the dealer and ask for more items to achieve the purpose of pressing the order. Do a good job, always be around, grasp the customer's psychology and trends, and look at the dealer's eyes.
Seven. Activity summary
Finally, to sum up the situation of the day, are new customers increasing my sales? Sales are still high, but there are few customers. What is gratifying is the number of customers. You must check the customers, not the money, six months before the opening. Customers are expanded wealth. Which customer needs what kind of goods, but doesn't?
Buy, be sure to write it down and continue to do follow-up introduction and service. Which customer is equipped with week care and not with day care? Give a trial product and see the effect after use.
Planning of Opening Ceremony Activities 4 I. Form of Activities
(A) pre-opening advertising
In order to inform the general public of the good news of the opening of the new natural store, we will take this opportunity to spread the food culture of natural seafood and lay a good foundation for the opening of the new store.
1, Zhanjiang Evening News
Release content:
A. Information about the opening of the new store of Nature magazine.
B. information on the opening day.
C. Information about natural enterprise culture.
Function: Publish holiday advertisements, create the atmosphere of the opening ceremony, and play a leading role in the passenger flow and public attention during the opening period.
Release Specification: Version 1/6
Release date: Tuesday, February 28th, 65438, February 29th, 20xx.
Release media: Zhanjiang Evening News
2. Exquisite picture books (50,000 copies) and opening souvenirs.
Release content:
First, the new store layout characteristics,
B, food promotion
C. Service promotion (hotel counters, private rooms, etc. )
Function: With the opening opportunity, design unified VI for brand communication.
Necessary information for business opening, naturally' VIP customers will definitely be the company's main business source, and such customers must be well protected. These customers will be locked in the form of clubs or VIP cards, which will definitely provide a foundation for the continuous flow of natural passengers. Therefore, it is necessary to have a complete publicity plan to spread corporate culture systematically. In this regard, it is best to choose beautiful picture books and distribute them during the opening period, with just the right atmosphere and no affectation.
Distribution method:
A, put it into the opening ceremony bag, one for each guest;
B, placed in the hotel counter, private room for guests to read freely.
3. Urban outdoor advertising.
Release content:
A. Information about the opening of the new store of Nature magazine.
B. information on the opening day.
C. Information about natural enterprise culture.
Function: Use vivid advertising pictures to announce the festive atmosphere of the opening of natural new stores and spread the brand. Advertising highlights the great momentum of nature and the elegant demeanor of "Top Ten Famous Stores in Zhanjiang". Outdoor street sign advertisements must be on the main road sections such as Xiashan and Chikan, and should not be stingy, with big advertisements and heroism as the primary consideration.
Release date:
20xx65438+February 18——20xx 3 18
4. Distribute colorful leaflets and newspapers.
Release content:
First, the new store decoration
B, layout characteristics
C, service characteristics
D, within ten days of opening, the wedding banquet will be 20% off;
E. opening/kloc-spending 1000 yuan within 0/0 days, giving cash coupons and other activities. The minimum amount of cash coupons is 1000 yuan, valid for one month.
Function: the newspaper covers a wide range and the target customers are clear. If there is a stunt, it will inevitably attract public attention and be willing to participate in the activities held when the new store opens, so as to achieve the publicity effect.
Entrainment media: Zhanjiang Daily and Zhanjiang Evening News.
Number of publications: 50,000 copies
Release date: 65438+February 65438+August 65438+February 28th.
(2) Post-publicity plan
1, Zhanjiang Evening News
Description:
(1) publicize the decoration and service features of the new store, spread the natural good environment and high-quality service, and the new store will be opened, and the service quality will be improved to a higher level;
(2) Hold activities within 2 months after opening to ensure the flow of people.
(3) Using the afterheat of the 4th Zhanjiang Seafood and Food Festival, do an article in Zhanjiang Evening News, analyze the current situation of private enterprises in Zhanjiang, report the corporate culture of Nature Seafood Restaurant in the form of soft articles, and highlight the spread of corporate culture. For example, the title of the soft article is "The Hard Road for Private Enterprises" and the subtitle is "Written on the Opening Day of Zhanjiang Nature Seafood Restaurant", so as to convey the following information to the public: "Nature" has embarked on a distinctive development road.
Release content: news reports such as charity auction activities and orphan banquets. Establish a natural and positive social image.
Release date: 20xx 65438+ 10/.
Release media: Zhanjiang Evening News
(3) Open Day activities
1, ribbon-cutting ceremony
(Basic content: lion awakening-leader's speech-ribbon cutting-auction of seafood treasures-donation-banquet. )
Celebrations:
The opening ceremony of nature is tentatively scheduled to be held in the Nature Square in 20xx 1 October1Sunday morning 1 1.
—— At 9: 30, the music in the venue is loud, colorful flags are flying, the welcome guests, the military band, the lion dance team and the hostess are in place, and the staff are ready for work;
Caption: The lion is the power of all animals, and the army is the hope of the people. The purpose of nature is not only to be the leader of Zhanjiang food market, but also to take the lead in the domestic and even international food market. )
-10:10 company leaders and guests entered the venue one after another. The waitress signed in the guests, put on flowers and led them to their seats. Etiquette ladies are waiting at the entrance to prepare for leading the dance.
-10: 55 Celebration master (specially invited host of Zhanjiang TV Station) announced that the celebration was about to begin. Please take your seats, leaders and guests. All participants in the celebration should be seated.
-1 1: 00 The celebration officially started, and the ceremony master recited the opening remarks of the master of ceremonies;
I wish the event a successful conclusion and the hotel business is booming!
The fifth part of the planning of opening activities: I: the theme of the program: "Enjoy" is an instant success, earning word of mouth but not making profits.
2. Program purpose: The competition of photo studio has entered a white-hot state, and opening a photo studio in this special year can be described as treading on thin ice. Consumers' cognition of a brand and their first impression of the brand are very important, so the opening ceremony is the most important impression that the photo studio will leave to consumers, and it can also be said that it is a decisive step to determine the future position of the photo studio in the hearts of consumers in the region and even peers.
Any photo studio has just opened, and its popularity needs to be recognized step by step in the hearts of consumers and competitors. As you said, the advertising of the local photo studio is not strong, and there are not many show activities. Considering that you have just started business, I hope to stay one step ahead of your peers in advertising and exhibition activities in the future. After repeated consideration, I suggest that your celebration activities be positioned as: opening the door is red. On the one hand, red refers to clearly establishing its own brand effect in the hearts of consumers and peers, on the other hand, it refers to directly increasing the company's performance through marketing activities at the opening ceremony, improving the company's visibility and employees' enthusiasm for future work.
Third, the market analysis:
Any photo studio has just opened, and its market share is almost zero objectively. There are many reasons, the main ones are two: on the one hand, the brand of the studio itself has not been recognized by consumers, on the other hand, the brand of the studio itself has not been recognized by its peers. In view of these two aspects, most of the photo studio opening ceremonies are old-fashioned price war competitions such as discounts, which is not only bad for peers, but also bad for themselves (especially the newly opened photo studio, which has no strength to play this money game). Look at similar behaviors everywhere and help uncharacteristically. This planning scheme does not play with false rules of the game, but only stresses the authenticity, so that consumers can consult happily and spend with confidence. In view of the fact that some local photo studios already exist, their influence and strength are beyond the reach of this photo studio when it first opened, so the gang can't compete with it in price war. Combined with the actual situation of the newly opened photo studio, the software and hardware facilities are superior to other photo studios, so the breakthrough point of the project is the new image and special service of the new store. Reasonable price strategy is not only an important factor to ensure the success of short-term activities, but also an important basis for long-term studio positioning itself. Too high price is not conducive to the recent consumer recognition, and too low price is the fatal bottleneck for the company's future development. It is suggested that when the company opens its business, its consumption characteristics should be positioned as a wage and salary consumer parity store, and its brand value can be continuously enhanced with the improvement of consumer awareness in the future. This scheme is implemented in strict accordance with the scheme process, which can ensure the company to expand its popularity and quickly occupy 20%-30% low-priced consumer groups in a short time.
Four. Key points of the plan:
In fact, frankly speaking, new consumers are becoming more and more rational, and the era of profiteering in photo studios no longer exists. Therefore, most of the planning schemes circulating on the Internet rely too much on playing various games, holding consumers in the palm of their hands, and consumers are not idiots. They were fooled last time, and they can never be fooled again. This is why many photo studios always feel that their activities are not performing well, largely because they do not pay enough attention to consumers' rational consumption psychology and ability to distinguish right from wrong. Therefore, only by opening a genuine photo studio and operating in good faith can we ensure the gradual growth. This project promises that consumers' products, services, quality, price and other aspects must be the most cost-effective in the same industry in the region. Only in this way, consumers are willing to tentatively recognize the newly opened photo studio and spend money in this photo studio; Happy consultation and assured consumption means that the studio clearly establishes the characteristics of the studio in the minds of consumers and peers through planning activities. In reality, the popularity and recognition are different from other photo studios in the industry, and the service must give the guests the same cognitive sense. Specific to the opening ceremony of the studio, it is required to be in place to ensure the success of this project.