As the marketing terminal of the wardrobe industry, wardrobe dealers and franchisees are obviously responsible. In the wardrobe industry where franchisees are in the process, how to strengthen the terminal's marketing management has become a problem that all wardrobe dealers, franchisees and even enterprises themselves need to constantly think about.
It should be said that the terminal marketing management of the wardrobe industry, in the final analysis, the key must have five "in place."
Brand image is in place
It refers to the carrier brand image carrier in the wardrobe franchise store, including sample display stores, product samples, promotional materials, and promoters' clothing. In each terminal, there must be a sufficient number, a prominent position, a distinctive image, and a unified coordination. These can indicate that the wardrobe franchisee has a unified and complete brand planning, a unique brand concept and a brand image that keeps pace with the times. Of course, there should also be corresponding brand image execution standards in the sales terminal.
Product in place
That is, the wardrobe products are from the manufacturer to the consumer. This process is completed through the sales channel. No matter which sales channel model is adopted, it is necessary to ensure the smooth flow of products through a series of interest policies, logistics policies and financial policies. Therefore, the “product in place†is actually the choice of the channel mode of the wardrobe franchisee, the formulation and implementation of the channel policy, and the business department, logistics department and regional sales team to ensure the formulation and implementation of the channel policy.
Staff in place
It is necessary to send sales personnel with strong affinity and strong marketing ability in dealers, franchisees and direct sales stores. To do this, we must have a set of sales staff recruitment, training, on-the-job counseling, daily management and other work systems, and set up corresponding management positions, such as managers, supervision, etc., to ensure the implementation of the work system. "People in place" is actually the place where the wardrobe franchisee organization is in place, the work system and the process are in place.
Promotional resources are in place
It is necessary to configure enough promotional materials and promotional gifts in the retail terminal to reduce the sales difficulty of the promoters and increase the terminal turnover rate of the wardrobe products. To achieve this, the wardrobe franchisee must have a marketing department with strong creative planning capabilities and a first-line terminal team with strong execution capabilities (including managers, supervisors, and promoters).
Management in place
Wardrobe franchisees must ensure that the above-mentioned hard and soft terminal resources play a role, it is necessary to establish a corresponding management system to form a management system. For example, the hard terminal management system, the soft terminal management system, the organizational structure and job responsibilities, and the terminal information management system ensure that the release of work orders, timely feedback of terminal information, and rational allocation of terminal resources can be efficiently and accurately executed.
In order to develop the wardrobe franchisees, in a word, it is necessary to establish a complete marketing terminal system, and strive to mobilize the enthusiasm of the front-level personnel at all levels, and effectively manage them to finally achieve the purpose of effectively controlling the marketing terminal.
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