How beauty stores can do a successful marketing campaign (1)

General beauty salons do marketing activities, Meika believes that it can be roughly divided into three stages: the activity preparation period, the activity implementation period, and the after-sales follow-up period. Most people will pay attention to the implementation period of the activity, in fact, the more the activity preparation period is in place, the higher the success rate of the activity, and each activity must have a beautiful ending, and the after-sales follow-up must also be perfected in order to draw a perfect end to an event.

Preparatory period for the event

In the run-up to the event, the following tasks are what we must do:

Store customer inventory, including the number of various types of customers in the store, customer consumption quota, consumption items, satisfaction with purchased items, remaining items, consumer demand, etc., through a comprehensive customer inventory, to estimate our cash performance carrying capacity at the end of the year.

Store inventory inventory, inventory inventory is mainly two aspects, on the one hand, the store's product inventory inventory, the overall inventory quantity of the store, the inventory of the temporary products and eliminated items; on the other hand, the gift inventory, the store will buy some gifts and activity materials every time it does activities, and do these under the inventory, and give priority to the use of secondary use, and reasonable cost control is to generate revenue for the store.

Store resource inventory, this is generally the store president to do, the resources here refers to all the resources that our stores can borrow at the end of the year, including hotel venues, advertising planning companies, gift channels, etc.

Manufacturer docking, a successful activity is bound to be inseparable from the support of manufacturers, so in the early stage, we must first dock with manufacturers to provide product support, personnel support, time slots and so on.

Activity plan design, combined with customer inventory, store inventory inventory and the support policy given by the manufacturer, to comprehensively design the store's activity plan, the activity plan can not be "we think", must be from the customer's point of view to think about whether the program is tempting, whether it is attractive enough, many store activity programs are from the perspective of the store, and there is no empathy to think about the customer's point of view, and finally lead to the boss feel that paying a lot, the team feels preferential, but the customer is not paying.

Reward policy design, activity plan design, we must consider the establishment of a reward and punishment mechanism for the team, the activity plan is generally more reward than punishment, stimulate the team's greater enthusiasm, produce better results. Reward policy design for employees, first of all from the entire implementation process of the activity and key nodes, key indicators to consider, according to different positions, to set reward and punishment policies, for a simple example, the beautician is responsible for inviting customers, consultants are responsible for assisting the store manager to deal with customers, the store manager is mainly for the sales development of large customers, then our beauticians can take the customer flow to the store as a reward indicator; the consultant takes the number of transaction heads as a reward indicator; the store manager takes the large single transaction volume as a reward indicator. Finally, set a team reward for achieving performance goals, which covers the cooperation of the entire team to ensure that the results are better produced.

Cost accounting, after we determine all the activity plans and reward and punishment mechanisms, the financial accounting, the profit estimate, convenient for us to adjust and optimize the activity plan and policy, to ensure the profit of the store.

After the material procurement, after the financial review is passed, we will prepare for the purchase of the materials required for the activity; at the same time, the advertising planning company will design and produce all the publicity and design materials to ensure that all the preparations are in place before the start of the activity. The preparation period of a marketing campaign is very important, but it is often placed in a position of not being valued, which is one of the reasons why so many marketing activities have been done and the performance change has not improved significantly.

Mekra, beauty salon marketing management system