Summary report on cosmetic safety popularization activities
According to the unified arrangements of the State Administration and the provincial and municipal bureaus, a publicity campaign with the theme of "Safe use of cosmetics to light up life" was launched from May 20 to May 26, 20 19, in order to solidly promote the cosmetics supervision in our county to a new level. These activities are summarized as follows: 1.
This publicity activity was led by the Yaoxie Unit of the County Market Supervision Bureau and the Food and Drug Inspection and Testing Center, and was fully organized and implemented by the district supervision offices and the township food and drug supervision stations. Activities are divided into video display, on-site publicity and on-site publicity of home stores. The forms of activities are flexible and diverse.
(1) Video Exhibition: From May 20 to May 26, 20 19, staff were organized to go deep into cosmetics stores and play popular cosmetics videos on public platforms such as electronic display screens in cosmetics stores to publicize practical knowledge about the safe use of cosmetics to the general public. We also made full use of the new media such as "Two Micro-sections" and carried out the scientific concept of safe purchase and use of cosmetics in a variety of publicity ways, ensuring that the activities were fruitful.
(II) On-the-spot publicity: The medical machinery unit and the food and drug inspection and testing center organized staff to hold a on-the-spot publicity activity with the theme of "Safe use of makeup to light up life" at the entrance of Chunchangba office area on May 23, 2065438. They publicize the scientific concept and practical knowledge of safe selection and use of cosmetics to the general public by rolling slogans on electronic display screens, placing exhibition boards, distributing leaflets and popular science brochures, and educate them on cosmetics supervision.
Second, the activities were carried out with effective measures and remarkable results.
The overall requirement of this activity is to strengthen organizational leadership, highlight the key points of work and pay attention to the actual results of work. The implementation plan of the activity has been carefully formulated and the activity has been carefully organized and coordinated by various departments. The activity measures are effective, the social impact is great, the public response is good, the effect is obvious, and the expected purpose is achieved.
This activity * * * dispatched 200 staff members, produced electronic slogans 120, distributed 8,000 educational brochures, distributed more than 1,000 leaflets 10000, produced 52 exhibition boards, scrolled over 300 cosmetic advertisements, conducted on-site consultation and answered more than 800 questions, and supervised and visited some cosmetic stores. Through this theme publicity, the common sense of cosmetics classification, labeling, adverse reactions, masks, etc. was popularized, which improved the people's reasonable expectation of cosmetics' efficacy and their ability to independently identify cosmetics, and created a good environment for cosmetics consumption.
Chapter II Summary Report on Cosmetic Safety Popularization Activities
There are small promotions every week, big promotions every month, and more frequent promotions on holidays. However, the road to promotion is becoming more and more inadequate and difficult. Customers are indifferent to promotion, and everything is promoted and priced indiscriminately. Faced with the confusion of promotion, enterprises are sad not to promote, sad not to promote, and the profit space is getting smaller and smaller, coupled with the disorderly competition of various brands, forming a vicious circle. Promotion, as an important part of cosmetic marketing system, mainly conveys product, service and brand information to customers, so that customers can have interest, goodwill and trust in the products and services of enterprises, realize communication and interaction, promote purchase and consumption, and form satisfaction and loyalty to daily chemical brands. However, based on the current marketing trend and the fierce competition of product diversification and homogenization, the promotion trend is getting worse and worse, with more and more forms and contents.
No matter from modern marketing theory or front-line marketing practice, as a good platform for daily chemical enterprises to realize communication and interaction between products and consumers, promotion is essential and will still be the main means and competitive weapon for product promotion in the market.
At present, the dull promotion is bound to be submerged, and there is no effective communication strategy based on consumers' emotional demands, and there is no innovation highlight from the promotion link. A single price war makes consumers tired and salespeople tired. In order to break through innovation, promotion must be upgraded to link innovation, and the integration of advertising, image, form, personnel and system value will make promotion produce a good effect of combining artistry with interactive sales.
First, get out of the misunderstanding of follow-up promotion
Roadshows at the entrance of cosmetics stores come one after another on Saturday and Sunday. The cost is not low, but what is the real target audience? How much brand and product information has been delivered? How much has it improved the on-site sales? Promotion and promotion are in disorder, and more promotion is to follow suit, lacking continuous scientific promotion based on product characteristics, sales cycle and marketing strategy, and lacking unique creative promotion for enterprises and brands, which makes more promotion resources wasted and ineffective.
The integration and innovation of cosmetics promotion system should pay attention to the integration and follow-up of promotion methods and methods, rather than blindly following the trend of promotion; We should pay attention to the overall promotion of the promotion system, rather than a single breakthrough with an epiphany. We should pay attention to the bright spot innovation in mutual imitation, not the simple "takenism". Innovation should be implemented in every link of the promotion system, and all marketing personnel should be mobilized to carry out promotion innovation, instead of planners "behind closed doors" to study the promotion strategies of competitors with all-staff promotion innovation.
Grasp the psychology of consumers, break the old rules, bring forth the new, launch more creative promotional activities, promote communication and interaction with consumers through differentiated promotion, create an atmosphere, implant brands in consumers' hearts with new promotion forms, show the lasting charm of enterprises, products and brands in the promotion ocean, and move towards the promotion realm.
Second, a good system composition is the basis for successful promotion.
Promotion is not a simple road show, outdoor sales on the counter, special price and lottery. It is a successful promotion, but an effective platform for communication and interaction between products and consumers. It is necessary not only to ensure scientific and continuous interaction with consumers, but also to artistically design the contact points of consumers, so as to let customers know about products, enhance brands and make customers interested in buying. Mastering the system link is the basis of planning subdivision, finding innovation and successful promotion.
Clear demand is the foundation: whether it is aimed at the launch of new products, or the off-season preheating of mature markets, whether it is a large-scale holiday promotion, a regular small-scale promotion, or a counterattack against competitors' promotion. Clear demand helps to ensure the consistency of short-term promotion and long-term strategy, and makes the promotion plan more purposeful and targeted.
Planning scheme is the key: on the basis of clear demand, know competitors, pay attention to customers, determine the unique theme and theme of the activity, determine the main products, secondary products and bundled gifts in combination with product sales and inventory status, formulate targeted promotion schemes, grasp the initiative in activity time, determine the focus, novelty and affinity of activity channels in activity form, guide the activity process at different levels, clarify the responsibility of the activity to people, carefully calculate the activity budget, and decompose the activity objectives in detail.
Creative expression is image: fully grasp the carrier form of active communication (newspapers, radio stations, newspaper clips, videos), product terminal display form and available resources, carry out creative expression and material design based on the activity plan and terminal resources, and impact the image and atmosphere of the promotion terminal, such as the appearance of the daily chemical products booth, outdoor giant, flag hanging in the exhibition area, floor stickers, stacking, etc.; Special-shaped display of fast-moving consumer goods, jumping stickers, posters, piles, flags, arches, cartoon airplane models, etc.
Effective execution is the guarantee: from effective communication with site members and store terminals, to the preheating of carrier communication, to the arrangement of daily chemical products, to the arrival of promotional gifts, to the training of promotion personnel, the activity flow is refined to the responsibility of relevant links, and the promotion site is adjusted in time to ensure the smooth and effective promotion.
Third, look for innovation in market segments.
1, the theme of promotion can give consumers a reason to buy, and effectively avoid the damage of price war to the brand. Therefore, the theme must be expressed in concise, atmospheric and friendly language in combination with the promotion needs, and on the basis of not deviating from the brand image, it should be easy to spread, easy to identify, with a strong sense of the times and strong impact, instead of the ordinary "buy one get one free, shock the hot sale, and bargain at special prices."
Suspense type: catching people with suspense, attracting customers' attention, and forming suspense with product features and activities, suitable for product launch or off-season driving. For example, several large-scale conference marketing held this summer were unconventional off-season promotions, which won the attention and participation of consumers and distributors.
Event-based: follow closely the brand event marketing, social news focus, enterprise hot spots and national policies, and engage in promotional creativity according to the trend, which is suitable for off-season driving and peak season promotion. For example, with the help of Shenzhou VI, Mengniu launched the promotion theme of "China astronauts' special milk is stronger than China people", which made the sales volume increase steadily. Similar to this form, our cosmetics promotion can be used.
Festive: Combining with the cultural connotation of festivals, such as: the prosperous Lantern Festival, the fun on May 17th, the happy shopping during the 11th holiday, the reunion of Mid-Autumn Festival, the gift-giving on New Year's Day and the Spring Festival, and the text innovation with the theme of festivals. For example, the Lantern Festival held in xx, xx city, our province, and the "May Day Shopping Music" and "Eleven Wrist Awards Celebration" held in xx underwear mall are all activities that firmly grasp the theme of the festival and have achieved excellent results.
Regional type: deduce the theme with the help of ancient regional names and the promotion content. Xx uses xx, xx uses xx, xx uses xx, xx uses xx, xx uses xx, and XX uses XX to stimulate consumption in the mature period of regional markets. For example, the XX market can use the daily promotion theme of "XX Bailey is affectionate and beautiful" with strong affinity.
Joint type: effectively implant the brands or product names of both parties in the form of strong alliance and cross-industry alliance, organically combine activities, facilitate the dissemination of memories, and rationally use the effective resources of both parties, such as the strong combination of "hand in hand, beautiful in winter, love songs" and wedding photography. Promote the theme.
2. Content innovation: The main support for creating a unique form of promotional activities that impress consumers lies in the design of promotional content, whether it can guide consumers to generate interest, whether it can defeat competitors, and whether it can effectively convey product and brand information. The unique content form is easy to meet the psychological needs of consumers for novelty and profit, resulting in emotional buzz. We should look for creative space from the forms, themes, tools and means of promotion, and buy gifts, packages, lottery and other forms.
Incorporate regional characteristics: effectively integrate local cultural characteristics into publicity and promotion, add highlights to activities, help to enhance brand image and form good interaction. In the roadshow activities of daily chemical products, the popular songs and dances were abandoned, and popular Shandong fast books and interesting competitions were launched around the products, which carried out effective information transmission and achieved good popularity gathering and sales promotion.
Use of product attributes: design promotional activities by using the characteristics of daily chemical products, attract consumers with unique forms and promotional strategies, and generate impulse purchases. For example, Bailey acne products take "free experience, snap up" as the content, free experience to attract people, to urge the purchase time, so that consumers have the impulse to buy, in order to attract a large number of young consumers.
Implement optimized combination: innovate traditional promotional tools such as buy one get one free package, lottery, coupons and points. Therefore, the traditional tools are full of new ideas, and effective induced purchases are realized in novel forms, such as buying one get one free (low value-added gifts) instead of buying one plus 1 yuan for ×××× (high value-added gifts), which is affordable and willing; The traditional lottery will be changed to Fei Biao winning the prize or tying balloons on the spot, and Geely will have good luck.
Self-made festival promotion: Self-made festivals are made according to the characteristics of products, and strong brand communication and promotion are formed through the scale and momentum of festivals, so as to deepen the memory of products and brands. For example, in the summer of 2005, Pele brand xx Xinlong Daily Chemical hosted the first makeup culture and art festival in xx. It takes the form of homemade festivals.
Expanding cross-industry alliance: Bundling cross-industry products with related product attributes and matching brand image for product promotion will help to enhance the brand and crack down on competitors. Such as the combination of beauty appliances, beauty medical appliances and related daily chemical products.
Choose special gifts: At present, the quality of promotional gifts is low, and the practicality is not strong, so special gifts will become a hot spot for consumers to chase. First, it requires strange and unique promotions, such as the desk calendar given by Mei Ting, which is big and strange; Second, the "little ball doll" that requires relevance and practicality, the promotion of daily chemical products is no different from the strong brand relevance, which is more in line with children's play psychology.
3. Material innovation: create a beautiful terminal with a good theme and a good plan to influence the customer base. It is also necessary to make the terminal light up through creative materials, so that daily chemical products can stand out from the competition with the help of materials and take the lead in impacting consumers' eyes, thus creating a good atmosphere that affects consumers' purchases and forming more herd purchases. A three-dimensional indoor and outdoor image is helpful to improve the promotion effect.
Visual standardization: To create the visual image of the promotion theme, it is required that the overall impact is the first, the aesthetic feeling is the second, and the color tone is coordinated with the season and activities.
Display: adjust the display of products in the store in time according to the content and form of promotional activities, display the main products according to the product display rules, strive for places with large traffic and easy access, and create a happy atmosphere with the help of small decorations such as colored strips, flowers, explosion stickers and balloons, thus enhancing the influence invisibly.
Alienation of materials: breaking through the single modeling of traditional materials, such as square flags, pile heads, arrow stickers, POP propaganda paper, etc., it is difficult to jump out of the same propaganda material image. It is necessary to combine the promotion theme and brand image to design special-shaped materials to compete for brand promotion. For example, in Qinhuangdao market, we paint the product model as a tag instead of the national flag. Make the bottled image of Pele products into models of different materials to improve the product image.
4. Personnel innovation: cultivate a high-level promotion team and reach out to consumers. Excellent promoters are Depth Charge who can complete product sales, achieve the ultimate goal and achieve effective promotion, and are also the ultimate implementers of promotion activities. On the basis of grasping and understanding consumer psychology, enterprise products and sales skills, we should innovate in words, actions and details to impress consumers.
Brand image: On the basis of the uniform dress of the people at the event site, the "Gold Shopping Guide" was selected and put on the job, which effectively inspired the promoters, reflected the corporate culture and brand image, and invisibly increased the promotion efforts, which was easy for consumers to accept.
Language differentiation: combine traditional greetings and promotional words with corporate brands and products to innovate, make the language more close to the people, approach consumers with active service awareness, and give consumers a different shopping experience.
Vivid demonstration: for large-scale and functional products, live vivid demonstration with simple examples is easier for consumers to understand and helps to improve the transaction rate. For example, we are looking for some live experiencers. After our free experience with platinum make-up, we not only improved our popularity in daily chemical stores, but also increased our sales.
Popularity gathering: Successful promotion must rely on popularity to create a scene atmosphere, and promoters should actively create conditions to attract popularity to improve the promotion effect. For example, on Valentine's Day, a cosmetics shopping guide buys roses by himself, giving them away for free and gathering popularity.
Fourth, execution is the key to promotion.
Promotion is a complete system. While pursuing promotion and innovation, we should pay more attention to the key links in promotion and implementation to ensure the effectiveness and good results of promotion. The promotion that pursues superficial innovation but fails to implement is only embroidered pillows-beautiful but useless. Promotion should serve sales and profit on the basis of innovation.
Training in place: successful promotion should focus on the links and processes in the promotion, let the executives know the procedures and processes, and ensure that the cart before the horse is not put in the implementation, and innovation and promotion are in place.
Preheating in place: resources (newspaper media, TV subtitles, leaflets, etc.) must be used before promotion. ) to spread the preheating in advance, let more consumers know the information, and take effective coupons and souvenirs to attract consumers to participate and ensure the promotion effect.
Materials in place: according to the activity arrangement process, materials will be delivered to the promotion site before the promotion activities are launched, and delivered to the distribution shop in advance according to the distribution ratio or the purchase of gifts, so as to avoid the promotion loss caused by insufficient materials and gifts.
Popularity in place: The key to promotion activities is to create a popular interactive atmosphere, thus stimulating more consumers' desire to buy and attracting people's attention. Can be combined with products and activists to gather popularity, such as special performances in the product area, parade performances, cash prize games and so on. A good promotion theme is like bright eyes, a good plan is like a charming body, a good material is like a sexy coat, and a good promoter is like an eloquent mouth. With the cooperation of innovation in all aspects, I believe that the overall charm of corporate image and brand image will win the attention, purchase and trust of consumers, and the promotion will truly become a sharp weapon for the ground promotion of daily chemical brands, and the promotion will play its role to the extreme.
Promotion is not excessive, but more cosmetic promotion is only superficial, and it does not go deep into the nuances of every link of the promotion system to innovate. There are big and small innovations, but there are bright spots. I hope that many colleagues in the company will reflect on the confusion of promotion, mobilize all employees to promote innovation, learn from each other, offer consumers a delicious promotion feast, and break through the competition in promotion.