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Old 03-19-2011, 12:23 PM   #1
hogani1drue
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Default cartier watches womens 这里就不再举例

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  每一个专卖店,第一天的开业活动,都应该力求策划得新颖别致,富有特色,力戒平淡化、雷同化。但很多专 卖店开业,由于缺乏精心的策划与创意,几乎没有什么特色可言。一般都是开业时打折促销,ysl rolling sneakers,或者都是一样的开幕、剪彩、典礼。开业活动要有特色,就要善于结合专卖店开业所处的时间段里所发生的社会 事件,借力发力。这是解决开业活动平淡、避开雷同亮相的根本。
  例如杭州一个丝绸品专卖店在开业期间正好是“超级女声”杭州区开赛,于是丝绸品专卖店的老板就想出这样 一招:所有通过初赛的“超级女声”都可以在其专卖店开业当天,到店里来自选一件物品,不管价值多少,均免费 赠送。结果,这个丝绸品专卖店在开业当天就“人满为患”。“超级女声”、“超级女声”的好朋友们、同学们以 及她们的母亲都来了,很多伴随者为“超级女声”挑选好那一件免费物品以后,自己也买一件、甚至 多件商品。
  丝绸品专卖店老板的这一招,可真是一两拔千斤。更出乎专卖店老板意料之外的是,老板本来只想借这些女孩 们扩大一下专卖店的影响,没想到因为“超级女声”的集体光临,同时带来了无数美女,引得整个杭城的各主流媒 体都动了起来。包括电视、电台、报纸的记者们,有忙着抢拍镜头的,有采访“超级女声”美眉的,更有无数话筒 推到了专卖店老板面前,希望他能说点什么,只能惜他忙着招呼顾客,忙着收钱,已经没有功夫利用这免费的媒体 了。只好乐呵呵的一句话:你们怎么说都行,自己看着办吧。当天晚上,电视新闻上果然出现了他这乐呵呵的画面 。第二天,各主流报纸也都图文并茂地为这家丝绸品专卖店做了大量的报道。
  其实这种借势营销的机会并不少,除了借生活时尚潮流之外,还可借天时地利,借政治经济形势,借社会关注 热点,借公众瞩目的重大社会事件,借民族风俗典故,借社会名流或权威组织等。但要借得自然、恰到好处,公众 才会无戒备抵制之心而不由自主入谋,从而才会达到“假于物”的目的。

  要学会在商不言商,产生更大影响

  专卖店举行开业活动,其目的是为了让更多的消费者认知专卖店或者企业产品,达到扩大社会影响的目的,因 此开业当天的活动必须抓住消费者的心理,具有趣味性,以便引人注意,产生影响。尽管消费者心理上具有一种对 新奇事物的关注,但众多的专卖店开业活动此起彼伏,运作起来也是花样翻新,奇招不断。因此消费者的兴奋点已 经逐渐消磨,所以如何良性、健康地唤起消费者对专卖店开业活动的注意和兴趣,不仅是专卖店开业活动策划的一 个难题,同时,专卖店也要对引人注意,产生影响抱有正确的认识,知名度和美誉度同样不可忽视。比如很多专卖 店已经有意识地将开业活动转向公益角度、慈善事业,并把开业当天所得作为“善款”,这样的抉择 似乎更适宜。
  比如,一个风和日丽、春光明媚的上午。在一家眼镜专卖店的开业庆典活动上,一个感人的场景让众多围观的 市民不约而同地鼓起了掌。更令人诧异的是,从不出现在专卖店开业庆典活动上的市委书记也来到现场。九点五十 八分,在该店门前的大广场上,一个特别的开业庆典开始了。简单的商业情况及参加人员介绍后,一个和商业无关 的内容步入主题:“今天,cartier watches womens,我们将在这里为10位近视儿童和8位失学儿童提供援助。我们将免费为这10位近视儿童测试眼睛,配送眼镜 ,更换眼镜,直至她们完成学业;从现在开始,我们将每年给这8位失学儿童每人资助5000元,直至他们完成 学业。同时我们会在店内设置‘知心姐姐’关怀热线,关注她们的成长过程;最重要的是,在她们离开学校以后, 如果愿意来公司工作,我们将优先考虑安排他们的工作。”
  掌声响起,受援助的18个孩子在大家关爱的目光下走上台。“孩子,你几岁了?”市委书记亲切地俯身问。 “10岁。”“叫什么名字?”“张一。”“今天高兴吗?”“高兴,我又可以上学了。”“我也很高兴,我可以 免费使用最好的眼镜了。”简单的仪式后,市委书记握着该公司负责人的手说:“感谢你们这样热心于慈善事业, 你们这一行为,充分体现了你们的责任心和爱心,也为各企业做出了一个范例,开了一个好头。”据眼镜专卖店负 责人介绍,开业前他们曾找到市领导希望他们能出席开业庆典活动,市委书记当即表示,欢迎这样的开业活动。“ 如果开业庆典不铺张奢华,不赠送礼物,而是搞些有意义的公益活动,我一定到场为你们助阵。”

  以多种形式相结合,力求雅俗共赏

  开业活动除了结合当前特色社会事件以外,还可以是多种多样形式的结合,各种手法的组合,做到雅俗共赏, 调动所有参加者的注意力,使每个人都进入角度。
  曾经给一家服饰专卖店做开业策划的时候,建议专卖店老板在开业之前用巨幅红绸布将整个服饰店全部遮住。 虽然这一遮就要一百多平方米红绸,但店老板还是照办了。一切准备就绪,服饰店开业庆典的日子终于到来了,这 一天,hugo boss black,服饰店门前的建筑、小树,甚至停放专卖店周围的自行车都披上了节日的盛装,从300米以内进出路口至服饰 店沿路,到处是彩旗飘飘。服饰店的四周更是气氛热烈,一个个巨型氢气球拖着一幅幅巨型宣传标语,传达着服饰 店对来宾的问候和对自己的未来的祝福。特别是用一百多米红绸布盖住的服饰店使得她既象一个披着巨大红色披肩 、即将出征的战士;又像一个即将出阁,面露羞涩的美人,单等那一声喜庆的炮响、掀开她的盖头就足以让人心动 ,何况在服饰店门前还有热情奔放的街舞、其中还穿插着平民模特(不是专业模特,而普通市民)的 表演。
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  这种一开始就亮出服务品牌的专卖店,总比那些一开始就以各种形式打折促销的方法要强得多,至少,这些专卖店 已经认识到了除了打价格战,还有服务战。等到大家都打服务战的时候,离品牌战也就不远了。也许到那时候,专 卖店才能真正发挥出它应有的价值。
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Old 03-19-2011, 12:52 PM   #2
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Default We've had our fill of bagpipes for the treatment of the year

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Old 03-19-2011, 01:54 PM   #3
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Default We've had our sufficiency of bagpipes for the year

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Old 03-19-2011, 01:36 PM   #4
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Default We've had our top off of bagpipes recompense the year

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Old 03-19-2011, 02:22 PM   #5
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Default We've had our sufficiency of bagpipes as a remedy for the year

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Old 03-19-2011, 02:31 PM   #6
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Default We've had our fill of bagpipes recompense the year

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Old 03-19-2011, 02:36 PM   #7
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