Deep Marketing Becomes The Sword Of Investment Promotion

Today, with the gradual weakening of the function of investment at the exhibition site, to fully display the functions of the exhibition, there is only one way: Kung Fu is out of the exhibition, and the goal is to find the target at the exhibition.

In recent years, the competition in the clothing market is fierce. Some leading brands have invested a lot of advertisements in CCTV to create popularity. Under the strong advertising campaign, some two or three line brands have hardly been able to recruit high-quality agents with strong financial resources, strong brand awareness and terminal experience.

A brand is a Menswear men's clothing enterprise that runs medium business casual wear. It is promoted to the whole country through the form of agency system of "headquarters to provincial agent" and "two level franchised stores".

Although the company has been in operation for more than 10 years, there are still half of the blank provinces in the country, and the brand and agent groups are in a weak position. Therefore, it is the key to the rapid development of the brand to rapidly expand the sales network and attract a number of powerful agents to join.

The purpose of its participation in CHIC is very clear, that is, investment!

On 2006CHIC, we adopted the deep marketing method to make the A brand in the two or three line status create miracles, signed six provincial agents at one breath, and its provincial network basically covered the whole country.

The six new provincial agents only opened more than 130 stores in the second half of 2006, and A enterprises turned their losses into profits at the same time.

It is worthwhile to draw lessons from its exhibition investment.

find his niche in life

Lock target

We often hear business owners complain that during the investment season, our people are also going out in batches. The travel expenses have been spent a lot, and there are few customers actually signed.

What is the problem?

After diagnosing the dilemma of more than a dozen medium-sized enterprises, we found that the core issue is matching. That is to say, these business people are not targeted customers, and have done a lot of useless work.

To find a suitable agent, first of all, we should clarify our position and decide what kind of market we belong to. First, second tier cities or three or four tier cities.

Take the A brand as an example, the brand is doing business casual wear, the products are mainly jacket and suit, the price of jacket is between 300 yuan and 700 yuan, and the target group is mainly working class.

This positioning is obviously suitable for three or four line cities (prefecture level cities to county towns) stores and mid-level shopping malls.

Most of the shopkeepers or suppliers take the goods in the regional clothing distribution centers, and the most effective way to attract investment is to invest.

Through the above analysis, the main source channels of its target customers are: regional clothing distribution center (clothing city, shoe city, etc.), trade associations at all levels, and brand agents.

We should pay special attention to two groups: one is Wenzhou people (Zhejiang people); the other two are Minnan people.

Most of the distribution channels of textile and apparel in China are in their hands, and most of them have joined the local chamber of Commerce.

Therefore, the local Zhejiang chamber of Commerce, Wenzhou chamber of Commerce and Fujian chamber of commerce are the main targets.

Facts have proved that more than 50% of the agents recruited by the A brand in spring and summer in the past 06 years came from the above chambers of Commerce.

Save against a rainy day

Nesting Phoenix

In a sense, investment personnel are active brand image spokesmen. Their image, temperament and behavior will become customers' brand perception into his cognitive system of the brand. Therefore, the introduction of high-quality talents is an important part of the success or failure of investment, so we need to develop a competitive salary system to attract excellent talents.

Take the A brand as an example. At this stage, we need expanding talents. The popular point is that we will run the market, and we need to complete the personnel layout before the Spring Festival.

The manpower planning of A brand is: from March to July, a large number of developers should join in the "human sea strategy" for carpet investment.

These people do not necessarily need strong professional knowledge, and even cross industry can consider, but must have experience of expansion, image and eloquence. Their purpose is to invite customers rather than sales management. Since August, they have entered the peak shop, and now need a group of marketing managers with strong professional ability to facilitate customer service.

To this end, we specially designed a set of "base salary + bonus" (expand commission + sales commission) salary system.

According to this set of salary system, every district can earn about one hundred thousand of salary if it achieves more than 15 million performance.

So the A brand recruited the district manager with the preferential conditions of "100 thousand annual salary + separate housing".

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