Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 30 Business Classic Eleven: Only a famous name can prosper business (2)
Newspapers can be divided into daily newspapers, weekly newspapers, etc., and are one of the most commonly used advertising media. Newspapers are the most popular promotional tools for retailers.Because it has the advantages of flexibility, long life, rich pictures and texts, and can cooperate with current reviews (combining advertisements and column articles or short essays together).Its disadvantage is waste (newspapers are distributed widely, often beyond the area of ​​the target market).

2 telephone directory

The telephone directory is an important advertising tool.The telephone directory is generally divided into white pages and yellow pages.In the white pages, retailers are free to include names and phone numbers in alphabetical order, along with all other phone users (both business and non-business).The main advantage of the White Pages over the Yellow Pages is that customers who are familiar with the retailer's name are not distracted by other store names.But its main disadvantage is that it is arranged alphabetically, which is not as good as the yellow pages arranged by business type.

3 direct mail
Direct mail is a means by which stores send product price catalogs or advertisements to customers through the post office.Its advantages are low total cost, strong targeting, special format, fast feedback, and other mails can be attached.Disadvantages of direct mail are low response rates, high abandonment rates, and high unclaimed mail.

4 broadcast
Radio is a tool widely utilized by retailers.Its main advantages are: short preparation time; easy to accept, people who ride and drive cars can also hear; target market and target audience are clear; and the scope of influence is vast.The main disadvantages are: it can only use sound as an intermediary, has no intuitive effect, stays for a short time, and needs to be played repeatedly.

5 TV
The advantages of TV advertising are good visual information, wide market, creativity, and simulcast programs (which can be programmed for long-term advertisers).The disadvantage is that the starting point of the fee is high, which is a bit wasteful, the requirement is brief, and repeated screenings are required.

6 Advertisements on public transport
This is often used by retailers in urban areas with dense public transportation systems.Advertising is done on buses, subway cars and taxis.The advantage of this kind of advertisement is that it attracts audiences, has a large market, has a high advertisement recurrence rate, and has a clear geographical scope of the market.Its disadvantage is that it is not suitable for small cities and is limited to traffic routes.Additionally, retailers often advertise on their delivery trucks.

7 outdoor billboards

This is what retailers often use as well.They display posters and signs in public places, high-rise buildings and along highways.These ads are eye-catching, economical, and have a good message delivery.Disadvantages are: limited promotional content, troublesome replacement, affecting viewing, and not being able to see clearly while sitting in a high-speed vehicle.

8 magazines
Its growing importance is mainly due to the increase of national retailers, the increase of regional publications, and the use of magazines for advertising by mail-order retailers.The advantage of magazine advertising is that it is suitable for a specific market, can be coordinated with current reviews, and a single message has a long-lasting impact and bright colors.The main disadvantages are long preparation time, high cost and waste.

9 small leaflets

Flyers are an important advertising tool, especially for small businesses.Leaflets can be distributed in parking lots or door-to-door.Its advantages are low cost, flexibility, speed, and clear goals.The disadvantages are high rejection rate and poor paper quality.

How to Determine the Target of Media Advertising
The first step in store advertising and promotion management is to have a basic understanding of the expected purpose or effect. Once the direction and goals are set, the next activities will have guidelines.

Advertising can be divided into three forms according to its purpose: informing, persuading, and reminding.

Informative advertisements are mainly used in the development stage of a product, and its purpose is to stimulate primary demand and develop new customers.Persuasive advertising is critical in the competitive stage, and its purpose is to create selective demand for a particular brand, and many ads fall into this category.This is also an important aspect of brand marketing, while some persuasive advertisements only belong to the category of comparative advertising.It establishes the superiority of this product by comparing it with one or several other brands in this category.When Burger King took on McDonald's in a hamburger war of grilled and fried hamburgers, its franchisees ran a successful comparative advertising campaign.When using comparative advertising, a company should be confident that it is validating its superior pitch and will not be countered by other strong brands.Reminder advertisements are generally to maintain market share and maintain old customers.The loss of old customers is a big loss for the store. At the same time, because the cost of attracting new customers is much higher than the cost of maintaining old customers, how to capture the hearts of old customers and keep them loyal to the store is a key issue. very important.

Here are the main functions of the three ad types:

1. Notice
Notify customers of new products in the store;
Promote the use of new products to customers;
Advocate a new fashion and new concept of consumption, and guide customers' consumption concepts;

Notify the price changes of relevant products in the store;
Describe in detail the services offered by the store;
Promote the store's operating characteristics and establish an image.

2. Persuasion
Preference for establishing private brands of chain enterprises;
Change the bad impression of customers on the products in the store;

Reassure customers of the quality of the goods in the store;
Convince customers to shop now;

Convince the customer to accept a sales call.

3. Reminder
Alert customers that certain items may be missing in the immediate future;

Maintain customer loyalty to the store.

What factors influence the choice of media
1. Influence

The degree of influence refers to the degree to which an advertisement attracts its object and the way in which it is affected, such as personality, concept, concept, color, specification, style, etc.For example, if advertisers want to attract consumers through color and style, they can consider using media such as TV, movies, newspapers, and magazines.

2. Frequency
Frequency refers to how many times the advertisement information is repeated before the advertiser will be prompted to take the purchase behavior.If the advertiser needs repeated reminders and persuasion in a short period of time, it is better to choose the two media of TV and newspapers, and magazines are not suitable.

3. Coverage

Coverage is how many advertising objects there are.If the advertising product is a mass consumer and there are many advertising objects, you should consider choosing TV media; if the product is an industrial product with a specific purpose, and the customer is more targeted, then it is more appropriate to choose a professional newspaper.

4. Duration
Duration refers to how long the campaign needs to last.If you want to carry out short-term, strong advertising, then TV is better; if the situation is opposite, you can consider media such as newspapers and periodicals.

5. Habits of advertising audience

For example, people like to listen to the radio in the morning, at noon, and while doing housework. At this time, radio advertisements can be used to introduce daily necessities and new product information.Another example is the advertisement of travel services, which can use the telephone directory as the medium.For another example, for some medicines and foods, people are accustomed to knowing the ingredients, efficacy and usage of the product from the packaging, and the advertisement can be launched in combination with the packaging.In short, people's habits of using media will also affect the choice of media.

6. Advertising costs
The choice of media for advertising also depends on the store's advertising budget and ability to pay.Generally speaking, the use of national newspapers, local evening newspapers and TV media will cost more.This is more suitable for nationwide chain stores.Single-store operators whose influence is limited to a certain area should choose local media, which is not only low-cost, but also targeted.

How to Compare Select Media
The method of advertising media selection varies from store to store. Here are three commonly used methods:

1 level expenditure method

Using this method to select media ads, the media cost for each advertising campaign is similar.The characteristic of its advertising dissemination information is that it only plays the role of "reminder and attention".Most of these product advertisements belong to the necessities of life that people often buy, and some products are bought occasionally (such as headache medicine, summer medicine, TV set, washing machine, etc.).The method of using media to advertise is: when and where people may make a purchase, they will use the media to release advertising information at a specific time and within a certain range.Using the horizontal expenditure method to select media for advertising, most of them use advertising media such as window displays, street signs, posters, newspapers and broadcasting.

2 first more then less method

This method of choosing to use the media, as it literally means, first invests more advertising media costs, rents or selects the venue or layout for advertising, and launches advertising campaigns with great fanfare within a period of time.When the product or service enjoys a certain reputation in the market, gradually reduce the expenditure in this area.This approach is suitable for launching new goods or services.Choose more media first and then less. Be sure to do a good job in advertising planning before implementing the advertising budget, and avoid abusing media to advertise blindly.

3. Snowball Gradual Reinforcement

Using this method to choose media for advertising is tentative at the beginning. First, use several media that are easy to approach to purchase customers in a small market, and gradually advertise the characteristics of the product to seek cognition.After finding out the consumption needs and characteristics of different levels of the market, gradually expand the scope of influence of advertising media, and gradually increase the number of media used.This method has a wide range of applications. Using this method to select media is also conducive to adapting to the situation and carrying out advertising activities steadily for those industrial and commercial enterprises or advertisers who are not sure about the state of market demand and development trends.

The above three strategies are widely used in commercial advertisements. Which one to choose should be considered comprehensively based on the characteristics of the store’s products, the goals determined by the specialty store, market conditions, operating capabilities, and other factors, and the three strategies can be interspersed. use.

How to determine the timing of media advertising
Stores should determine the time to advertise to consumers, such as when the advertisement is released, at what time of the day, on which days of the week, in which weeks of the month, and which days of the year month etc.The following factors must be considered in determining the timing of advertising:

Ads should be posted on, or slightly before, the days when consumers are most likely to go to the store to make a purchase.If the vast majority of consumers buy laundry and shampoo during the three days from Friday to Sunday, then the advertisement for the grocery store should be published on Thursday and Friday.

Ads should focus on the few days before consumers get paid.If they are paid at the end of each month, then maybe they should focus on the few days at the beginning of the month and the beginning of the month.

If the store's advertising funds are limited, then its advertising funds should be used intensively during the peak sales season.For example, air-conditioning stores can spend their advertising dollars on the spring and summer months.

On days when the weather is bad, the shop should spend as little advertising money as possible.Because of the bad weather, people tend to stay at home and rarely go out to buy things.To this end, some stores subscribe to weather forecasts to prevent wasted advertising costs.

The stronger the habit of buying, the more relevant advertisements must be released before the time when consumers buy.

Stores should post their ads at the time of day when advertising is most effective, or the day of the week when advertising is most effective.

Advertisements that have a greater impact on the future (that is, the advertisement will be remembered by people and affect future sales) should be released before the purchase time.

Many stores want to use advertisements to reverse their unfavorable business situation or to consolidate existing business results, so it is necessary to reasonably determine the time of advertisement release in order to achieve the greatest effect.

(End of this chapter)