5 thoughts on “How to do a good job of promoting the glasses shop?”
Ruth
The promotion of the glasses shop is mainly advertising and activities, because the glasses shop is mainly based on surrounding customers, and promotion is also concentrated offline. . Price discounts M some promotion, discounts, coupons, full reduction, snap -up, and other activities, the price is lower, it is definitely more likely to attract people. But be careful not to be too low, do not often do price reductions, and specific preferential policies must be done well. You can also make various gifts and supporting products, so that consumers feel that they are cheap. . Service high -quality The mirror itself must be matched with services, you can do free optometry, free optometry for students, and provide advice for vision protection; free maintenance and cleaning of glasses business; on -site services, on -site services, on -site services, there are on -site services. For example, make good glasses and send it to the door. The service process is the process of publicity, making it easier for others to remember. . Advertising conspicuous Im advertisements must be obvious. Significant posters and signs can even consider advertising at a more obvious sign. When there are good activities, you need to increase the exposure. Many people know the existence of this glasses shop, don’t worry about the cost of publicity. In a series of activities, consumers can experience the advantages of price and services, and gradually form a reputation, and the business shop business will become better and better.
Give you a successful optical shop promotion plan for reference. Marketing environment analysis The environmental analysis of the glasses industry
① Most people buy glasses and pay attention to quality problems: if there are no high -quality quality services, then you cannot win the return of the return; if the quality If it is impeccable, in general, the needs of customers are very limited, and it may take at least one year to re -consumption. So, what do you do as a glasses to better win market space? What about more consumers? ② In such a large number of brand stores, how should Zhongrong Glasses Co., Ltd. position themselves? Determine what kind of marketing awareness to strive for more consumer support? At present, entering the glasses industry requires so much investment. What kind of price can be determined to attract customers? SWOT analysis of Sanzhong Rong glasses swot analysis: S advantage: ‘s advantages of your company in the local industry W Disadvantages: o Opportunity: T threat: Revender: through brand advantages and vigorous promotions and quality improvement. analysis of four competitors
1. Investigation, consumers’ favorite brand:
The other white points in the brand What is the most important thing to pay attention to when consumers pay attention to when buying glasses when buying glasses?
N name Quality and price style after -sales service 46% 13% 24% 17% r Marketing inspiration: In the market market market, Zhong Rong is facing strong and powerful competition. His competitive advantage in brand stores is that he has a lower price, and relatively speaking, Zhong Rong’s service attitude is better. Therefore, his mainstream consumers should be in a group with high income. Five mainstream consumer analysis 1, the glasses shop distribution of mainstream consumer glasses: Generally, all those who use glasses are highly cultural levels. Therefore There are: near the school, bustling streets, and communities are relatively dense.
2, mainstream consumers (student group) cognition and evaluation of Zhongrong glasses:
The evaluation survey items are very slightly slightly slightly slightly evaluated and surveyed items Operational policy integrity ● Business policy is incorrect This efficiency is high ● Low service efficiency C service attitude is sincere ● Disadvantages of service attitude The business level is innovative Consultant is famous ● Management consultant Unknown The size of the company ● The company’s size is small 3, analyzes the mainstream consumers (student group) Development, they are increasingly dissatisfied with some static leisure methods but pursuing novel, surprising, exciting and tasteful activities. They feel that they are an independent individual who wants to shape their own personality. Therefore, the mainstream consumption is the characteristics of pursuing goods, trending, and knowledge, and it is more manifested as rationalization, price, quality, and trend. This determines that after Zhongrong glasses, pay attention to the new models and personalized choices of the style. The quality can generally maintain it for about one year, and there must be better services, including sales and after -sales. It is the most critical step for students to have a sense of VIPs and make them feel good.
. Market positioning Matherous people who use glasses or might use glasses will be the goal of glasses operators. However, Zhong Rong’s advantage is that its price is lower than similar brand stores and has a better service attitude. In terms of reputation, it is slightly inferior to Treasure Island. For those. Therefore, the company is subdivided according to the interests of the consumer group that needs the glasses, which can be obtained: 1, the children’s market (6 to 18 years old): The right to grasp is its guardian. They are mainly because of academic pressure or myopia facing television and computers for a long time, and they are in the best period of growth. The guardian most wants to help them with a lens to prevent the deepening of myopia and prevent the eyes from deforming the eyes. Mirror frame. In this market, everyone is most concerned about quality. To this end, we have launched the “Special Consumption Group Service” in Zhongrong Glasses. When matching the mirror for children, we must pay special attention to letting parents fill in the contact information in order to better and more timely tracking services to ensure that the matching glasses will not treat children. Eyes are harmful. 2, the adolescent market (18 to 25 years old): The consumers in this part have a lot of their own opinions on their glasses. In addition to myopia, they are also for the need for myopia. Beautiful and fashionable. This market is also the most mainstream consumer of China Rong glasses. They are most concerned about the personalization of the style. They are relatively sensitive to price, but they never relax their attention. Therefore, for this market, we have launched a variety of services: not only ordinary myopia, but also a variety of hidden glasses, exquisite sunglasses, and so on. Frames and lenses are designed from a fashionable perspective. 3, the market for the elderly: With the development of the economy and the deepening of population aging, the elderly market is getting wider and wider. They pay more attention to price and practicality. Old flower mirrors don’t need to have a lot of tricks like the youth market, but it is indispensable to reflect a sense of layering. Stability and durability are indispensable. . The marketing group of Zhongrong Glasses M promotion: In order to increase the popularity in the near future, occupying a larger student market share, Zhongrong Glasses will start a full range of promotional activities. This promotion time: The early dimensional period of the beginning of the semester, usually from September 1st to October 7 and February 15th to March 16th. Promotional method: In a month of love and eye protection, and provide professional eye protection knowledge wholeheartedly, so that Zhong Rong’s business philosophy of “serving you wholeheartedly” is deeply rooted in the hearts of the people. 1. During the promotional activities, 13 chain stores in Zhongrong Glasses also carried out free optometry, free mirror frames, free lenses, and lens frame dual discounts. Invisible lenses and care liquids perform special preferential prices. rn2、配镜优惠政策rn购名牌镜片送品牌镜架； rn购名牌镜架送品牌镜片； rn镜片镜架双打折rn3、免费送镜Shelf, “Mirror” showed Rongqing Whenever I go to any chain store in Zhongyong glasses to buy France’s depending on the road, Japanese Haoya, Shanghai Golden Horse, German Shak, Shanghai Mingyue and Sua resin lenses. Different grades of brand frame. And can continue to enjoy the reimbursement of transportation expenses. 4. If you want to save time, please take a bus or hit, Zhongyong glasses will be reimbursed in a hierarchical fare after the discount (see the attachment for specific reimbursement methods). 5, if you have inappropriate old glasses or glasses to be prepared to be discarded, you can also change the new mirror in Zhongrong glasses. 6. The company has a opinion box for many years. If you are not satisfied with the company’s service, please tell us that we will reply to you in ten days, and I am sorry and give up What good suggestions to tell our company, the company will sincerely thank you. Im advertising In advertising target: Id advertising theme: ① Paper media ② Network media ③ distribute advertising leaflets in students concentrated in students, publicity, propaganda, Expand the impact. And often hold some activities, such as providing opportunities for diligence and frugality, so that students have a feeling of being a very important part of their own part of their own. Evaluating advertising effects: Prive the operating philosophy of Zhongrong glasses and the operating strategies at various stages to consumers, so that they can ask questions and suggestions to improve; and the company can access some target customers to go to to toward the target customers, towards the target customers, to toward the target customers, and to toward some target customers to toward the target customers and towards it. They understand the effects of these advertisements. Evaluating how much these advertisements have increased sales, this is also an evaluation method. three public relations activities Moch -to -college students in concentrated banyan glasses slogans and set awards, and the winners must be encouraged. Provide some diligence and thrift positions for college students, open the student market, and establish a good corporate image in colleges and universities (registration methods and specific publicity see attachments)
Mirror reimbursement transportation fee The purchase mirror in any chain store in Zhongrong glasses, reimburse transportation fees according to the following standards: The person with one-time purchase mirror reached 38-58 yuan (reimbursement 2 yuan) The disposable purchase mirror revenue amount is 58.8-98 yuan (reimbursement 4 yuan) The disposable purchase mirror revenue of 98.8-158 yuan (reimbursement 8 yuan) The solid amount of the disposable purchase mirror reaches 158.8-198 yuan (reimbursement 12 yuan) . The solution of the one-time purchase mirror reached 198.8 yuan (reimbursement 16 yuan — the highest reimbursement amount) Two questionnaire The questionnaire in Rongguan Welcome to participate in our small survey activities, let us understand your habit of using glasses and views on the glasses industry, so that we will better be in the future Serving you better in the glasses industry. All employees of Zhong Rong glasses thank you for your participation! 1. Do you need to wear glasses: a, yes B, no 2, the type of you need to wear glasses: a , Laohua Mirror 3, the preferred place for you to wear glasses: a, glasses franchise store B, hospital C, shopping mall D, stall n4, the price you need to wear glasses: A, B, 100 ~ 200 yuan C, 200 ~ 400 yuan D, 400 yuan 5, the most important thing you think is: a After -sales service 6, the name of the glasses you currently equipped with: a, Baodao B, Aibo C, Lizhong D, other n7, are you satisfied with the glasses you are currently equipped: r: a, satisfaction B, dissatisfaction 8, do you know Zhongrong glasses? ① Do you know Zhong Rong glasses? a, know B, I do n’t know ② What do you think of the price positioning of Zhongrong glasses? a, low B, general C, reasonable D, too high ③ What do you think of the quality of Zhongrong glasses? a, very good B, good C, general D, worse ④ What do you think of the after -sales service of Zhongyong’s eyes? a, very good B, good C, general D, worse 9, if Zhong Rong conducts a marketing activity, what kind of services do you want us most?
10, how do you think the distribution point of the banyan glasses in the glasses chain shop should be arranged?
In order to achieve a better feedback effect, we can better serve you. Please fill in your personal situation and thank you for your cooperation! 11, your name 12, gender: □ male □ female 13, age: □ under 18 years old □ aged 2 ~ 25 years old □ 35 years old □ 55 years □ 55 □ 55 14, your occupation: □ Student □ Other 15, your income status: □ 1000 yuan □ 1000 yuan ~ 2500 yuan □ 2500 yuan or more three leaflets n n R n Call the slogan contest Do you want to show off your glory? Do you want to show your creative talent? Here Zhongrong Glasses Company provides you with a stage, allowing you to take the first step of your creativity. The Fuzhou Zhongrong Glasses Company In order to make full use of and give full play to the creative talents of students from colleges and universities, so that the promotion of the product can be better, and the advertising activities are held for students of colleges and universities.
Of course, you need to find the suitable consumer group of glasses. It is a place such as schools and other places. I know that the profit margin of the glasses is very large. You can use the price to do publicity and use high -quality services as a backing.
n00:00 / 01: 1770% shortcut keys to describe space: Play / suspend ESC: exit full screen ↑: increase volume 10% ↓: reduced volume decrease by 10% →: single fast forward 5 seconds ←: single fast retreat 5 seconds Press hold down and hold it holding up. Here you can drag no longer appear in the player settings to reopen the small window shortcut key description
The promotion of the glasses shop is mainly advertising and activities, because the glasses shop is mainly based on surrounding customers, and promotion is also concentrated offline.
. Price discounts
M some promotion, discounts, coupons, full reduction, snap -up, and other activities, the price is lower, it is definitely more likely to attract people. But be careful not to be too low, do not often do price reductions, and specific preferential policies must be done well. You can also make various gifts and supporting products, so that consumers feel that they are cheap.
. Service high -quality
The mirror itself must be matched with services, you can do free optometry, free optometry for students, and provide advice for vision protection; free maintenance and cleaning of glasses business; on -site services, on -site services, on -site services, there are on -site services. For example, make good glasses and send it to the door. The service process is the process of publicity, making it easier for others to remember.
. Advertising conspicuous
Im advertisements must be obvious. Significant posters and signs can even consider advertising at a more obvious sign. When there are good activities, you need to increase the exposure. Many people know the existence of this glasses shop, don’t worry about the cost of publicity.
In a series of activities, consumers can experience the advantages of price and services, and gradually form a reputation, and the business shop business will become better and better.
Give you a successful optical shop promotion plan for reference.
Marketing environment analysis
The environmental analysis of the glasses industry
① Most people buy glasses and pay attention to quality problems: if there are no high -quality quality services, then you cannot win the return of the return; if the quality If it is impeccable, in general, the needs of customers are very limited, and it may take at least one year to re -consumption. So, what do you do as a glasses to better win market space? What about more consumers?
② In such a large number of brand stores, how should Zhongrong Glasses Co., Ltd. position themselves? Determine what kind of marketing awareness to strive for more consumer support? At present, entering the glasses industry requires so much investment. What kind of price can be determined to attract customers?
SWOT analysis of Sanzhong Rong glasses
swot analysis:
S advantage:
‘s advantages of your company in the local industry
W Disadvantages:
o Opportunity:
T threat:
Revender: through brand advantages and vigorous promotions and quality improvement.
analysis of four competitors
1. Investigation, consumers’ favorite brand:
The other
white points in the brand What is the most important thing to pay attention to when consumers pay attention to when buying glasses when buying glasses?
N name Quality and price style after -sales service
46% 13% 24% 17% r
Marketing inspiration: In the market market market, Zhong Rong is facing strong and powerful competition. His competitive advantage in brand stores is that he has a lower price, and relatively speaking, Zhong Rong’s service attitude is better. Therefore, his mainstream consumers should be in a group with high income.
Five mainstream consumer analysis
1, the glasses shop distribution of mainstream consumer glasses:
Generally, all those who use glasses are highly cultural levels. Therefore There are: near the school, bustling streets, and communities are relatively dense.
2, mainstream consumers (student group) cognition and evaluation of Zhongrong glasses:
The evaluation survey items are very slightly slightly slightly slightly evaluated and surveyed items
Operational policy integrity ● Business policy is incorrect
This efficiency is high ● Low service efficiency
C service attitude is sincere ● Disadvantages of service attitude
The business level is innovative Consultant is famous ● Management consultant Unknown
The size of the company ● The company’s size is small
3, analyzes the mainstream consumers (student group) Development, they are increasingly dissatisfied with some static leisure methods but pursuing novel, surprising, exciting and tasteful activities. They feel that they are an independent individual who wants to shape their own personality. Therefore, the mainstream consumption is the characteristics of pursuing goods, trending, and knowledge, and it is more manifested as rationalization, price, quality, and trend. This determines that after Zhongrong glasses, pay attention to the new models and personalized choices of the style. The quality can generally maintain it for about one year, and there must be better services, including sales and after -sales. It is the most critical step for students to have a sense of VIPs and make them feel good.
. Market positioning
Matherous people who use glasses or might use glasses will be the goal of glasses operators. However, Zhong Rong’s advantage is that its price is lower than similar brand stores and has a better service attitude. In terms of reputation, it is slightly inferior to Treasure Island. For those. Therefore, the company is subdivided according to the interests of the consumer group that needs the glasses, which can be obtained:
1, the children’s market (6 to 18 years old):
The right to grasp is its guardian. They are mainly because of academic pressure or myopia facing television and computers for a long time, and they are in the best period of growth. The guardian most wants to help them with a lens to prevent the deepening of myopia and prevent the eyes from deforming the eyes. Mirror frame. In this market, everyone is most concerned about quality. To this end, we have launched the “Special Consumption Group Service” in Zhongrong Glasses. When matching the mirror for children, we must pay special attention to letting parents fill in the contact information in order to better and more timely tracking services to ensure that the matching glasses will not treat children. Eyes are harmful.
2, the adolescent market (18 to 25 years old):
The consumers in this part have a lot of their own opinions on their glasses. In addition to myopia, they are also for the need for myopia. Beautiful and fashionable. This market is also the most mainstream consumer of China Rong glasses. They are most concerned about the personalization of the style. They are relatively sensitive to price, but they never relax their attention. Therefore, for this market, we have launched a variety of services: not only ordinary myopia, but also a variety of hidden glasses, exquisite sunglasses, and so on. Frames and lenses are designed from a fashionable perspective.
3, the market for the elderly:
With the development of the economy and the deepening of population aging, the elderly market is getting wider and wider. They pay more attention to price and practicality. Old flower mirrors don’t need to have a lot of tricks like the youth market, but it is indispensable to reflect a sense of layering. Stability and durability are indispensable.
. The marketing group of Zhongrong Glasses
M promotion:
In order to increase the popularity in the near future, occupying a larger student market share, Zhongrong Glasses will start a full range of promotional activities.
This promotion time:
The early dimensional period of the beginning of the semester, usually from September 1st to October 7 and February 15th to March 16th.
Promotional method:
In a month of love and eye protection, and provide professional eye protection knowledge wholeheartedly, so that Zhong Rong’s business philosophy of “serving you wholeheartedly” is deeply rooted in the hearts of the people.
1. During the promotional activities, 13 chain stores in Zhongrong Glasses also carried out free optometry, free mirror frames, free lenses, and lens frame dual discounts. Invisible lenses and care liquids perform special preferential prices. rn2、配镜优惠政策rn购名牌镜片送品牌镜架； rn购名牌镜架送品牌镜片； rn镜片镜架双打折rn3、免费送镜Shelf, “Mirror” showed Rongqing
Whenever I go to any chain store in Zhongyong glasses to buy France’s depending on the road, Japanese Haoya, Shanghai Golden Horse, German Shak, Shanghai Mingyue and Sua resin lenses. Different grades of brand frame. And can continue to enjoy the reimbursement of transportation expenses.
4. If you want to save time, please take a bus or hit, Zhongyong glasses will be reimbursed in a hierarchical fare after the discount (see the attachment for specific reimbursement methods).
5, if you have inappropriate old glasses or glasses to be prepared to be discarded, you can also change the new mirror in Zhongrong glasses.
6. The company has a opinion box for many years. If you are not satisfied with the company’s service, please tell us that we will reply to you in ten days, and I am sorry and give up What good suggestions to tell our company, the company will sincerely thank you.
Im advertising
In advertising target:
Id advertising theme:
① Paper media
② Network media
③ distribute advertising leaflets in students concentrated in students, publicity, propaganda, Expand the impact. And often hold some activities, such as providing opportunities for diligence and frugality, so that students have a feeling of being a very important part of their own part of their own.
Evaluating advertising effects:
Prive the operating philosophy of Zhongrong glasses and the operating strategies at various stages to consumers, so that they can ask questions and suggestions to improve; and the company can access some target customers to go to to toward the target customers, towards the target customers, to toward the target customers, and to toward some target customers to toward the target customers and towards it. They understand the effects of these advertisements. Evaluating how much these advertisements have increased sales, this is also an evaluation method.
three public relations activities
Moch -to -college students in concentrated banyan glasses slogans and set awards, and the winners must be encouraged. Provide some diligence and thrift positions for college students, open the student market, and establish a good corporate image in colleges and universities (registration methods and specific publicity see attachments)
Mirror reimbursement transportation fee
The purchase mirror in any chain store in Zhongrong glasses, reimburse transportation fees according to the following standards:
The person with one-time purchase mirror reached 38-58 yuan (reimbursement 2 yuan)
The disposable purchase mirror revenue amount is 58.8-98 yuan (reimbursement 4 yuan)
The disposable purchase mirror revenue of 98.8-158 yuan (reimbursement 8 yuan)
The solid amount of the disposable purchase mirror reaches 158.8-198 yuan (reimbursement 12 yuan)
. The solution of the one-time purchase mirror reached 198.8 yuan (reimbursement 16 yuan — the highest reimbursement amount)
Two questionnaire
The questionnaire in Rongguan
Welcome to participate in our small survey activities, let us understand your habit of using glasses and views on the glasses industry, so that we will better be in the future Serving you better in the glasses industry. All employees of Zhong Rong glasses thank you for your participation!
1. Do you need to wear glasses:
a, yes B, no
2, the type of you need to wear glasses:
a , Laohua Mirror
3, the preferred place for you to wear glasses:
a, glasses franchise store B, hospital C, shopping mall D, stall n4, the price you need to wear glasses:
A, B, 100 ~ 200 yuan C, 200 ~ 400 yuan D, 400 yuan
5, the most important thing you think is:
a After -sales service
6, the name of the glasses you currently equipped with:
a, Baodao B, Aibo C, Lizhong D, other n7, are you satisfied with the glasses you are currently equipped: r:
a, satisfaction B, dissatisfaction
8, do you know Zhongrong glasses?
① Do you know Zhong Rong glasses?
a, know B, I do n’t know
② What do you think of the price positioning of Zhongrong glasses?
a, low B, general C, reasonable D, too high
③ What do you think of the quality of Zhongrong glasses?
a, very good B, good C, general D, worse
④ What do you think of the after -sales service of Zhongyong’s eyes?
a, very good B, good C, general D, worse
9, if Zhong Rong conducts a marketing activity, what kind of services do you want us most?
10, how do you think the distribution point of the banyan glasses in the glasses chain shop should be arranged?
In order to achieve a better feedback effect, we can better serve you. Please fill in your personal situation and thank you for your cooperation!
11, your name
12, gender: □ male □ female
13, age: □ under 18 years old □ aged 2 ~ 25 years old □ 35 years old □ 55 years □ 55 □ 55
14, your occupation: □ Student □ Other
15, your income status: □ 1000 yuan □ 1000 yuan ~ 2500 yuan □ 2500 yuan or more
three leaflets n n R n Call the slogan contest
Do you want to show off your glory? Do you want to show your creative talent? Here Zhongrong Glasses Company provides you with a stage, allowing you to take the first step of your creativity.
The Fuzhou Zhongrong Glasses Company In order to make full use of and give full play to the creative talents of students from colleges and universities, so that the promotion of the product can be better, and the advertising activities are held for students of colleges and universities.
Of course, you need to find the suitable consumer group of glasses. It is a place such as schools and other places. I know that the profit margin of the glasses is very large. You can use the price to do publicity and use high -quality services as a backing.
Glasses Store Opening Propaganda Page
n00:00 / 01: 1770% shortcut keys to describe space: Play / suspend ESC: exit full screen ↑: increase volume 10% ↓: reduced volume decrease by 10% →: single fast forward 5 seconds ←: single fast retreat 5 seconds Press hold down and hold it holding up. Here you can drag no longer appear in the player settings to reopen the small window shortcut key description