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  7080棋牌 > 新闻动态 > 美容美发资讯  
美容院广告宣传策划方案
字体:   2010-9-1  阅读: 次  [关 闭] 分享到:

1.统筹安排广告宣传

GUANGGAOXUANCHUANYOUYIGEZHANGQIXING、LIANXUXINGDEXIAOYING,DANPINGYI、LIANGCIGUANGGAOSHIDABUDAOLIXIANGXIAOGUODE,YOUQISHIXIANZAIDEXINXISHEHUI,MEITIANDOUYAOYOUSHUYIWANJIDEGUANGGAOCHUXIAN。QUEFATONGCHOUANPAIZEHUISHIGUANGGAOFENGXIANJIADA,SHENZHIDAOZHIWUXIAOTOUZI,JIMEIRONGYUANZAOCHENGYANZHONGDESUNSHI。

YIBANLAISHUO,MEIRONGYUANBANNIANHUOZHESHIYINIANZUOYICIGUANGGAOJIHUA,BAOKUOMEIRONGYUANGUANGGAODENEIRONG、SUOXUANZEDEMEIJIE、GUANGGAODELIDU、TOURUYUHUIBAODEYUCEDENG。

2. 精心选择广告媒介

MEIRONGYUANDEGUANGGAOTOUZIFEICHANGYOUXIAN,SUOYIYAOJINGXINXUANZEGUANGGAOMEIJIE。

(1) XUANZEGUANGGAOMEIJIEDEXIANGGUANYINSU;

① JIAGE:

BUTONGDEGUANGGAOMEIJIESHOUFEIBIAOZHUNYEBUTONG,MEIRONGYUANYAOKAOLVZIJIDECHENGSHOUNENGLI,XUANZEJIAGESHIYIDEGUANGGAOMEIJIE。

② XIAOFEIQUNTI:

MEIRONGDEXIAOFEIZHEYINVXINGJUDUO,YOUERSHIDUOSUIZUOYOUXIHUANBANJINGDENVHAIER,YOUCHURUSHEHUIDEXUESHENG,YOUERSHIDUOSUIDEZHIYENVXING,YOUSAN、SISHISUIDEJUYOUCHENGSHUYUNWEIDENVXING,YOUWU、LIUSHISUIJINRUSHUAILAOQIDENVXING。MEIRONGYUANXUANZEMEIJIE,YAOCHONGFENKAOLVDAOMEIRONGXIAOFEIQUNTIDETEDIAN,XUANZETAMENJINGCHANGJIECHUDEMEIJIE。

(2) HELILIYONGXUANCHUANMEIJIE:

① 电视、广播:电视广播传播效果比较广,但广告价格昂贵,不能长期使用。可以以讲座的形式与其合作,比如讲各个季节皮肤的保养知识,各类皮肤的保养、头发的养护、化妆品的选择与使用等等。这样,既可以传播美容知识,又可以宣传美容院,使美容院产生一定的知名度。

② BAOZHI、ZAZHI:BAOZHIZAZHIDUZHEYEHENGUANGFAN,DANXIANZAIBAOKANZHONGLEIHENDUO,LINGRENYANHUALIAOLUAN,ZUIHAOSHIXUANZEMEIRONGLEIZHUANYEZAZHI、NVXINGZAZHI,DIANSHIZHOUKANYIJIYISHENGHUOXIAOFEIXINXIWEIZHUDEBAOKAN,YINWEIZHEIJILEIBAOKANHAOCUNFANG,NEIRONGBIJIAOFENGFU、JIHUCHENGWEIQUANJIARENDEKANWU,XIAOGUONENGCHIXUYIZHOUSHENZHIJIGEYUE,SUOYIZHEIXIEBAOKANZUOMEIRONGGUANGGAOMEIJIEBIJIAOSHIHE,JIAGEYEBIJIAOSHIZHONG。

③ YINSHUAPIN、XUANCHUANDAN:YINSHUAPIN、XUANCHUANDANDETEDIANSHIJIAGEXIANGDUIBIANYI,ERQIEKEYIJIANGMEIRONGYUANDEQINGKUANGZUOXIANGJINDESHUOMING。RUMEIRONGYUANDEFUWULINIAN、MEIRONGYUANDEJISHULILIANG、TEDIANTESEJIMEIRONGYUANDEGELEITUPIANJUNKEBAOKUOZAINEI。

④ HUWAIGUANGGAO:HUWAIGUANGGAOBAOKUOZHAOTIE、LUPAI、BIHUA、DENGXIANGDENGGUANGGAOXINGSHI,JUYOUCHUANBOMIANGUANG、FEIYONGDI、SHOUXIAOKUAIDETEDIAN,SHIYIZHONGDAZHONGCHUANBOXINXIDEFANGSHI。QIGUANGGAOYONGYUJIANJIE、HUAMIANXINGMU、BIAOSHIQINGCHU、XINGSHIDUOYANG,HENYINRENZHUMU。ZHAOTIEYIBANSHIJIANGSHUXIEHUOCAISEYINSHUADEGUANGGAOZHANTIEZAIQIANGBISHANGHUOXUANGUAYURENAODEJIESHIHUOSHANGDIAN,JIUDIANPANGBIANYIZHAOLAIGUKE,LUPAIGUANGGAOYIBANSHEZHIZAIJIAOCHALUKOU,BIHUA、DENGXIANGGUANGGAOYIBANBUZHIZAIMEIRONGYUANMENKOU。HUWAIGUANGGAOYAOQIUCHUANGYIXINYING、TUXIANGSHENGDONG、SECAIXIANMING、DUIBIQIANGLIE、YUZHONGBUTONG。

⑤ CHUCHUANGGUANGGAO:CHUCHUANGGUANGGAOJIUSHICHUCHUANGCHENLIE。MEIRONGYUANMENDECHUCHUANGLI,YOUSHENGDONGDETUAN、XUANCHUANHUA、MOXING、CHANPINYANGPIN、WENZISHUOMING,PEIYIDENGGUANG、SECAIBUZHIDENGJIRENYIMEIDEXIANGSHOU,SHIYIZHONGHENHAODEQIYEZHANSHIHEGUANGGAOXUANCHUAN。ZHIZUOCHUCHUANGGUANGGAOZUIZHUYAOSHISHEJI,BAZHUANGSHIMEI、YISHUMEIYUSHANGPINDETEDIANYOUJIDIJIEHEQILAI,YIQUDEZUIJIADEXUANCHUANXIAOGUO。

3. 把握好广告宣传的力度:

GUANGGAOXUANCHUANDELIDUSHIZHIMEIRONGYUANDUOZHANGSHIJIANZUOYICIGUANGGAO,MEICIZUODUOZHANGSHIJIANHUODUODABANMIAN。LIDUJIAODADEGUANGGAOXUANCHUANSHIZHIGUANGGAOFACHUBIJIAOPINFAN,BANMIANJIAODA,HUOSHIJIANJIAOZHANG。

MEIRONGYUANTONGCHANGZAIKAIYE、ZHENGXIUZHONGZHANGDENGQINGKUANGXIA,GUANGGAOXUANCHUANLIDUJIAODA。ZAIZHUANRUZHENGSHIJINGYINGYIHOU,GUANGGAOJIUYAOLIANGLIERXINGLE。YIBANLAISHUO,GUANGGAODEPINCIYIMEIZHOUZUOYICIHUOMEIYUEZUOLIANGDAOSANCI,SHENZHIMEIYUEZUOYICIDOUKEYI。DAXIAOBANMIANSHIDANGDIAOZHENG,RUFENGNIANGUOJIEBANMIANDAYIXIE,PINGSHIBANMIANXIAOYIXIE,ZHEIYANGJINENGSHIGUANGGAO、CHIXUBUDUAN,YOUNENGJIESHENGKAIZHI,DADAOSHIBANGONGBEIDEXIAOGUO。

4. 广告宣传要突出重点

GUANGGAOXUANCHUANDESHIJIANHEBANMIANJUNSHIYOUYIDINGXIANZHIDE,BUKENENGXIANGXIEDUOSHAOJIUXIEDUOSHAO,SUOYIZUOGUANGGAOSHI,YAOZHUYITUCHUZHONGDIAN。KEYICONGYIXIAJIGEFANGMIANLAIBAWO:

(1) QIANGDIAOMEIRONGYUANDEZHENGTISUZHI:ZHEIZHONGXUANCHUANBUYIJINGYINGFUWUXIANGMUJISHUXIJIEWEIZHU,ERSHITUCHUMEIRONGYUANRENYUANDESUZHI、JISHUNENGLI、DIANMIANGUIMOJIFUWULINIAN,YOUZHUYUTIGAOMEIRONGYUANDEPINPAIXINGXIANG。

(2) 强调美容院的服务特色:特色经营是一个个性鲜明、技术独特的经营方式,如祛斑专门店、纹刺专门店、化妆专门店、美体专门店、脱毛专门店等等,以其独特的方式吸引顾客。宣传时,强调自己的特色,可以起到突出重点,一目了然的作用。

(3) TUCHUYI、ERXIANG,DAIDONGQITAXIANG:ZONGHEMEIRONGYUANFUWUXIANGMUZHONGDUO,RUGUOMIANMIANJUDAO,HUIJIRENGANJUEZALUAN,ERQIENAYIXIANGYEJIESHAOBUQING。GUANGGAOSHI,KEYIZHONGDIANXUANCHUANQIZHONGYI、ERXIANG,ERLVEDAIQITA,DAIXIAOFEIZHEDUIGAIXIANGYOULEJIAOSHENYINXIANGHOU,ZAITUCHULINGWAIYI、ERXIANGZUOZHONGDIANJIESHAO。YEKEYIGENJUJIJIEZUOZHONGDIANXIANGJIESHAO。RUXIAJIGANGGUO,KEYITUCHUQUBAN、MEIBAIXIANGMU,DONGJIGUOHOU,KEYITUCHUJIANFEIXIANGMUDENGDENG。

5.广告形式要吸引人:

MEIRONGYUANCHANGCHANGZAIBAOKANSHANGZUOGUANGGAO,DANBAOKANYOUYUSHOUYINSHUAJISHUDEXIANZHI,RONGYIDANDIAO,RUGUOGUANGGAOBANMIANBUGOUDADEHUA,DUIXIAOFEIZHEDEZHIJIESHIJUECIJIBUGOUQIANG,BURONGYIYINRENZHUMU。SUOYIGUANGGAODEBIAOTIYAOXINGMU,LIYIYAOXINYING,BANMIANJIEGOUYAOJINLIANGJIANDAN,WENZIYAOQINGXI,RU:DOUSHIJIAOHAODETIMU,XIEGUANGGAONEIRONGSHIYAOJINLIANGJINGLIAN,RUGUOBANMIANSHUMIYOUZHI,SHIJUEGANJUEHUIBIJIAOSHUFU,RENMENAIKAN,RUGUOWENZITAIDUO,MIMIMAMA,RENMENBUYUANYIXIDU,HENRONGYIBASHIXIANYIKAI,ZHEIYANG,JISHIGUANGGAOSHUODEZAIXIANGXI,YEQIBUDAOGUANGGAODEZUOYONG

6. 集信息反馈、做好广告效果评估

GUANGGAOFACHUHOU,MEIRONGYUANYAOZHUYISHOUJILAIZIGEFANGMIANDEXINXI,RUDIANHUAZIXUN、HUODUISHANGMENZIXUNDEGUKEKEYISHUNBIANWENYIXIA:“NINSHIZENMEZHIDAOWOMENMEIRONGYUANDENI?”TONGGUOXUNWEN,BIANKEYIZHIDAOSUOZUODEGUANGGAOJIHUA。MEIGEYUETONGJIYIXIAGUANGGAOFEIZHICHUYUMEIRONGYUANSHOURUQINGKUANG。YIBANLAIJIANG,GUANGGAOZHICHUDEFEIYONGSHIYINGYEEDE20%ZUOYOU。GUANGGAOYIHOU,MEIRONGYUANXIAOYIZENGZHANGLE,KEYISHIDANGJIADAGUANGGAOLIDU,RUGUOGUANGGAOCHIXUYIDUANSHIJIAN,RENGWUJIAOHAODEXIAOGUO,MEIRONGYUANBIXUDUIGUANGGAOZUOSHIDANGDIAOZHENG。

广告宣传的注意事项

1. GUANGGAOYAOLINGRENXINFU,BUKEGAOYIXIEBEILIKEXUEDEXUANSHU。YOUDEGUANGGAOMANGMUKUAZHANGMEIRONGXIAOGUO,JIEGUOGUKEZUOWANMEIRONGHOU,GENBENJIANBUDAOXIAOGUO,BIANHUIZHIKONGMEIRONGYUANZUOXUJIAGUANGGAO,MEIRONGYUANHUISHOUDAOGONGSHANGBUMENDECHUFA。

2. GUANGGAOYONGYUBUYAOTAIJIDUAN,KEYIJIASHANG“JIBEN”、“YIBAN”DENGYONGCI,ZHEIYANGKEYIPAICHUTESHUXING。

3. GUANGGAOYONGYUYAOJIANDANEYAO,WENZIDEHANJINLIANGYAOGAO,YIMULERAN。

4. GUANGGAOYONGYUYAOJIANDANXINYING,YAOSHIDANGDIBIANDONGGUANGGAOXINGSHIHENEIRONG。YICHENGBUBIAN,HUIJIRENSIBAN,MEIYOUSHENGQIDEYINXIANG。DANRUGUOBIANDONGPINFAN,XIAOFEIZHENONGBUQINGCHUMEIRONGYUANDEZHENGTIQINGKUANGHEZHUYAOJINGYINGXIANGMU。

5. GUANGGAOYAOYOULIANXUXING,BUNENGYIPUSHIHAN,XIAOYIHAOJIUBUZUOGUANGGAO,XIAOYIBUHAOJIUPINMINGZUOGUANGGAO,HUOSHIGUANGGAOGONGSITUIXIAOSHANGMEN,BUHAOYISIJUJUE,ERQUEFAZONGTIDEZHANGYUANJIHUAXING。ZHEIYANGZHINENGDAOZHIGUANGGAOJINGFEIDELANGFEI。

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