Stores are important commercial circulation channels. From a marketing perspective, they are sales terminals. At the same time, they are an important part of the street market. To a certain extent, they reflect the economic development and cultural landscape of a region. Some small shops, restaurants, beauty shops, repair shops and other specialty stores are dotted all over the town. Because of their small size and large number, they generally do not attract people's attention. Especially on row upon row of streets, if stores with the same or similar business content are not well-known or do not make consumers feel special, then in today's era when people's pace of life is generally accelerating and people are increasingly focusing on efficiency, Consumers generally do not patronize every home, which accordingly reduces product sales opportunities; and in recent years, large shopping malls, department stores and large shopping malls with luxurious decoration, complete functions, considerate services and convenient transportation have sprung up. Supermarkets are obviously a huge impact on small shops; coupled with the increase in laid-off and unemployed people in various places in recent years, the surplus agricultural labor force has flowed to cities, resulting in an increase in similar small shops and making it difficult to do business. But if you manage it properly, you can often prosper your business and make a lot of money. Therefore, how to attract the public's attention, gain more patronage, and increase popularity is a question worth exploring for small shops with a clear and narrow business scope. The author here mainly discusses the issue of publicity and promotion.
The problems that small stores have in publicity and promotion are:
1. Advertising investment is generally low. This is true even for some boutique specialty stores.
2. Single promotion channel. We use local newspapers, especially evening newspapers, occasionally use radio, and a few stores put up a few light box advertisements in front of their stores.
3. The frequency of publicity is low. Some stores only focus on doing things like decoration, promotion or distributing leaflets when they are open, while other times they are mainly busy with business.
4. The industries promoted are narrow. Mainly concentrated in some restaurants and some specialty stores.
There is no resounding promotional brand. Some shops have no names, and simply hang a signboard with the words "Complete Collection of Famous Cigarettes and Wines", "Big Stuffing Dumpling House" or "Barber and Shave"; even if some shops have names, they are often the same, such as "Sichuan Hot Pot Restaurant" and "Old Sichuan". Hot pot restaurant" etc. Some shops are integrated with commercial and residential areas, so the color of life is rich. Some shops can see pots and pans everywhere, some are busy mending, and some hang clothes everywhere. It cannot be said that these have no impact on customers' shopping mood; The above problems generally reflect that a considerable number of owners do not have strong brand awareness and have not yet realized the importance of good publicity and promotion to store operations. According to the characteristics of the current problem, the following improvement methods can be adopted:
1. Enhance brand awareness and conceptually establish the importance of brand promotion. Brand promotion is equally important not only for large companies but also for small shops, and can also have a good profit-boosting effect.
2. Increase investment, make appropriate use of outdoor media such as newspapers, radio and television, or print and distribute some promotional materials to deliver some promotional information, product information, and special service information in a timely manner. This should be done especially during the peak sales season. To attract consumers broadly.
3. Pay attention to the design of the store name, strive to be both elegant and popular, and be friendly and approachable, so that the store name can attract people. For example, if they are both barbershops, some will name them **Image Design Center, which raises their understanding of the problem to a higher level; if they are both flower shops, some will name them "Hua Wuque", which is both original and intriguing; and they are also dumplings. Some people advocate "celebrating the New Year every day" to show off the good luck and delicious food.
4. Pay attention to store decoration. The storefront is the image of a store. A neat and beautiful design will leave a deep impression on people and make people willing to go in even if they are just wandering around. It becomes an integral part of attracting popularity. Post several product posters inside the store to create a pleasant atmosphere, and write welcome words to put customers in a good mood. The author once saw a wonton restaurant in Shanghai. On the bright glass window were written a few big words: The universal food in the world is wontons. It feels very friendly and thought-provoking.
5. Improve the plaque design. The author believes that a complete plaque design should include: store name, attributes, business category range, door number location, contact number, and advertising slogans to reflect business philosophy and style. Of course, the size of the characters can be adjusted appropriately according to design needs.
6. Appropriately increase store links to expand customer experience. For example, the store slogan of a bamboo shop is: "A modest mind makes a great weapon, and a vigorous spirit reveals a genius." It contains a profound philosophy of life; in front of a restaurant it is written: "Come in early, come in late, come in early and late, eat more and eat less." Eat as much as you like”, which is very interesting. There are often banners, signboards and other promotional slogans to enhance the atmosphere.
7. Regularly carry out promotional activities to attract new customers. For example, holiday discounts, price reductions, daily specials, and gifts during festivals such as Valentine's Day and Children's Day;
8. Improve and strengthen services. In addition to those located in downtown areas, the service targets of some stores are obviously regional, that is, they have a radiation radius. They should focus on improving services, strengthening relationships with the local community and surrounding units, and attracting repeat customers. A promotional tool.
9. To promote soft articles, go to some BBSs with relatively large traffic, such as the A5 forum and other forums, because these forums have high exposure and reprint rates.
In short, in the operation process of small shops, it is of great benefit to their own development to highlight the integrity, emotion, extensiveness and contemporary nature of publicity and promotion.
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