How to do a good job in the promotion of optical shops

The promotion of optical shops can start from three aspects:

1. Price concessions

Do some promotions, discounts, coupons, full discounts, rush sales, and other activities. Lower prices will definitely make it easier to attract people. But be careful not to make it too low, and don’t offer discounts frequently. Specific preferential policies must be done well. You can also give away various gifts and supporting products to make consumers feel that they are taking advantage.

2. High-quality service

The glasses itself must be matched with services, including free optometry, free optometry for students, and providing advice on vision protection; free repair and cleaning of glasses ; There are also door-to-door services, such as having glasses delivered to your door, etc. The process of service is the process of publicity, making it easier for others to remember.

3. Advertising should be conspicuous

Advertising must be very conspicuous, such as large posters and signs. You can even consider advertising at more obvious signs. When there are good events, it is even more necessary to increase the size. Exposure, let more local people know about the existence of this optical shop, don’t skimp on publicity expenses.

In other aspects, the quality of glasses is fundamental. There are various styles and brands, and the more choices are naturally more attractive. Everyone is generally accustomed to going to old stores, which means they still rely on word of mouth. Optical stores need to accumulate gradually, so don't be too anxious. How to run an optical business? Optical store marketing plan 1. Independent storefront. First of all, I think that if you want to increase the enthusiasm of sales staff, you must have a customer base. If the customers don't come in, who will the sales staff sell to? Secondly, what type of glasses are you mainly wearing, myopia glasses or sunglasses? If it is myopia, you can start with primary school, middle school or college students. You can make some brochures about introducing this brand of glasses and distribute them to these students. There are some questions in them. As long as the correct answers are sent back by letter or email, you can participate in the lottery. The event prizes include vouchers for buying glasses at different prices, diaries, ballpoint pens, etc. Vouchers, in particular, are very important and can encourage them to make further purchases. Of course, at this time, the salesperson must give full play to his advantages and do his best to introduce products to customers. (College students have a relatively high rate of myopia, so you can start with them.) For sunglasses, you should start with college students. This group of people has no pressure from society and has plenty of money. You can also refer to the method above, but some people may not be interested in some small items. You can try to "move your store into the campus". Every year when freshmen enter the campus, there will be many stalls selling things on campus, and some can be bundled. For example, if you buy glasses, you can get towels, toothbrushes, wash basins, etc. as gifts. If the price is very high, you can also get bicycles as gifts. Of course it depends on the quality of your glasses. 2. The store is in a shopping mall. First ask for the quality of the waiter. A good salesperson should be well-dressed and have a warm service attitude. This is the most basic. The other thing is to provide them with some marketing training and how to capture the customer's consumption psychology. Furthermore, the commission point should be changed. Those whose turnover reaches a certain level will be given additional rewards and a "win-win" system will be implemented. Those whose turnover is lower than a certain level will be expelled, so that there will be a certain degree of competition among salesmen. Of course, overall unity and harmony must be maintained, and this depends on the leader's ability. According to the marketing environment, the following two marketing strategies can be carried out: 1. Off-store marketing strategy 1. Pursue mutual understanding and trust with various brand eyewear suppliers for long-term cooperation. Establish the common interests of both supply and demand. Introducing well-known brands that are suitable for students, such as "Haichang", to highlight fashionable and personalized elements. 2． Pricing strategy: Since students do not spend a lot on glasses (a suitable pricing range can be obtained based on student surveys), competition factors must also be taken into consideration, and which models can be considered as special funds for students , its price is about 20% lower than the price of similar products in other stores, and it emphasizes through publicity that this is a student discount price, and you can enjoy the discount with your student ID card. 3． Promotion strategy: (1) Seize a few key points in time to create an impact and boost sales. ★The beginning of school: The period when students start to consume when school begins. Students at this time have the greatest desire and ability to consume. Especially for freshmen, you can enjoy discounts with your admission letter.

★Big festivals: Discounts can be launched during festivals★Important school activities: These activities must be of greater concern to students, such as sports meets, large-scale evening parties, etc. For these activities, merchants can spend some money to sponsor these activities , whether it’s naming a company or putting up a banner, it’s very helpful to expand its influence and popularity. (2) Promotional means: ★Additional transactions - such as "buy a few and get a few free" or buy "contact lenses" and get "such and such sunglasses", etc. ★Gift delivery - During the promotion period, customers who purchase our products can receive small gifts according to the price of the purchased products, such as briefcases, carrier bags, wall calendars, ballpoint pens, etc. with the name of the through-train supermarket printed on them. You can spend very little money to maximize your company's visibility. ★Membership - All customers who fill in complete information will automatically become members. Members will enjoy a lot of added value, such as redeeming shopping points for contact lens care solution. The promotion of the membership system is conducive to establishing the store's popularity and customer loyalty, and is conducive to customer segmentation and the implementation of more targeted and personalized marketing activities. 2. In-store marketing strategy 1. Service process: (1) Control every detail of the in-store staff’s actions, including how to greet customers, how to inquire about customers’ backgrounds, how to effectively display products, how to effectively handle customer objections, and how to promote customers The purchasing process and more. (2) The service process of the glasses industry is divided into pre-sales and post-sales. The pre-sales service process takes about 45 minutes and is divided into two parts: optometry (about 20 to 25 minutes) and sales recommendation (about 15 to 20 minutes). It is necessary to grasp every link of the optometry process, communicate with customers, establish interactive relationships, understand customer needs, and create a "professional" image for the store, thereby gaining trust. (3) Strengthen the after-sales service management system, register consumer information, and take the initiative to call them after one month to ask whether they are comfortable and satisfied with wearing our glasses. According to the types of goods purchased by consumers, relevant new eyeglasses leaflets and eyewear fashion information will be sent every month (can be sent via email). The first purpose is to obtain consumers' evaluation of our store, which is conducive to the spread of the brand; the second is to increase the number of consumers. subscription frequency. If employee training is in place, the result of the service process will be satisfied customers, which is also the most direct and important marketing. 2. Shopping environment: (1) The physical environment of the optical store must imply fast and effective service. The external and internal design of the enterprise should be neat and bright. The decoration of the store, the display of products, the layout of promotional materials, pedestrian passages, etc. should be carefully designed and planned to make the whole thing reasonable and create a beautiful shopping environment. (2) Post posters of fashionable new glasses on the wall, produce promotional brochures (containing tips on how to wear glasses correctly and eye care, etc.) and place them in conspicuous places for free reading. Brochures should be printed clearly and with distinct layers, and images should be carefully selected. (3) The corporate identity system (CIS) should be reflected in the design of store displays and focus on brand management strategies for long-term development. We want consumers to feel comfortable, worry-free and satisfied when consuming through-train glasses. Here is an activity plan: Time: Weekends Location: Two points are set up in the bustling area of ??the school and at the school gate. The theme: Caring for the eyes of students is the activity theme. Activity content: 1. Contact the school and explain your free student aid plan to the university. : Provide free optometry and free glasses to the first 100 (number calculated by yourself) students with financial difficulties, good academic performance and short-sightedness. (The cost is not big, and you can get support from the school’s venues and policies. You can pull banners, put up posters, etc. These students themselves are role models for students to learn from. Therefore, when they wear the glasses you provide, they can set an example and promote sales. products, and at the same time win a good reputation. You can contact the media to carry out public welfare activities, and remember to collect potential customer information to lay the foundation for further promotion. 1. Based on the resources of your own company, make a comprehensive assessment and research to achieve increased growth. Integrated marketing plan for the purpose of glasses sales, magazine, club, cultural marketing agency three-party linkage, the magazine will give you glasses as many issues (books) as you order, the club will give you glasses as much as you spend, etc., because this part involves operating expenses, product costs, etc. Unknown factors cannot be determined now. Therefore, I am willing to provide free tracking services in the next 6 months.

2. As the school is about to start, a large-scale series of promotional activities will be held: 2.1. All students will receive discounts, and the specific discount range will be determined by the company; 2.2. Three good students and students with special needs will receive more discounts; 2.3. Provide students with glasses who already have glasses. Free cleaning and maintenance; 2.4. Provide free vision testing for students without glasses; 2.5. Invite medical professors to schools to hold free knowledge lectures on eye health and glasses maintenance; 2.6. Provide one-year to Life-long free cleaning and maintenance; 2.7. Organize prize-winning competitions for students such as calligraphy, painting, handicrafts, and piano performances; 2.8. Jointly organize prize-winning competitions for student poetry, composition, etc. with local newspapers; 2.9. Provide services to Sanhao students and Provide employment opportunities to (unemployed) parents of extremely poor students; 2.10. Provide free viewing of special movies for students in each school; 2.11. Promise to provide prizes as encouragement to students who win the title of Three Good Students in the coming year. Can an optical shop hang up posters if they don’t sell Tyrannosaurus glasses? Optical shops can carry out poster promotion according to their own needs, but they need to pay attention to the following points: 1. Confirm whether the content of the poster complies with relevant laws and regulations. If the content of the poster violates relevant laws and regulations, you may face penalties. 2. If the content of the poster is related to the Tyrannosaurus Rex glasses brand, it needs to be authorized or licensed by the Tyrannosaurus Rex glasses company, otherwise it will be suspected of infringement of trademark rights and other intellectual property rights. 3. Respect market rules and industry ethics, and do not maliciously attack competitors or cause adverse effects on the industry. In short, before making posters, optical shops should understand and review the promotional content to ensure that the promotional content is legal, compliant, true, accurate, and in line with industry norms and business ethics.