Employee Momentum Building
So-called joint promotion is not about a single store conducting promotions, but rather beauty chain stores coming together to conduct promotions in unison, aiming to highlight a scope effect. In practice, we often see appliance chain enterprises or retail department stores advertising "city-wide XX store joint promotion" or "XX store joint promotion in city X." Regrettably, many activities of beauty chain stores are also joint promotions, sometimes on a relatively large scale, but in reality, such promotions are rarely advertised this way. Many franchise beauty chains conduct their promotional activities in a joint manner. Although the chain stores act uniformly, they fail to adequately convey this to consumers, preventing them from immediately sensing this scope of momentum. Many well-known beauty chain brands have hundreds, thousands, or even tens of thousands of national chain stores, and during promotional campaigns, they could very well advertise with the slogan "tens of thousands of stores nationwide in joint promotion." This would not only showcase brand strength—having so many stores is itself a sign of strength—but also gain consumer trust, allowing consumers to feel reassured that it's impossible for all stores to engage in fraudulent practices during such large-scale promotions.
From a fundamental perspective, when beauty chain stores conduct joint promotions, it is an action of building momentum. But what exactly is "momentum"? As stated in Sun Tzu’s Art of War: “Thus we may know that there are five essentials for victory: (1) He will win who knows when to fight and when not to fight. (2) He will win who knows how to handle both superior and inferior forces.” The "momentum" described by Sun Tzu refers to potential energy as understood in modern physics, which includes gravitational potential energy and elastic potential energy. Gravitational potential energy exists due to an object being elevated, while elastic potential energy exists due to elastic deformation. Marketing momentum-building draws inspiration from the concept of "potential energy": gravitational potential energy in terms of brand promotion must be high and commanding, standing at the height of brand growth strategy; elastic potential energy for consumers requires a stronger stiffness coefficient, meaning continuously working on consumers (through news PR, promotional activities, etc.), prompting their consumption behavior to undergo elastic deformation, thereby gaining a wider range of loyal customers.
Scale Momentum Building
Conference linkage is one form of joint promotion for beauty chain stores. Generally, beauty salons hold customer networking events annually. For a beauty chain in a city, these events can also be conducted jointly. Zhengzhou Lanqiya Wen Beauty Salon operates this way, gathering customer networking events from various chain stores into one event, meaning multiple stores come together to host a single event. If each store were to host its own event, it would mean several stores holding several separate events. Conference linkage, first and foremost, creates an atmosphere; the number of customers attending from a single store is uncertain, but if customers from multiple stores attend, it creates a much more vibrant atmosphere. This makes customers feel the influence of the brand, enhancing their experience.
In October 2009, Zhengzhou Yafeite Beauty Chain celebrated its 10th anniversary store celebration. Four chain stores within the city conducted joint promotions. The celebration was carried out store by store, with each store's event lasting a week. During the promotion at one store, employees from the other three stores would be dispatched to assist. Dozens, or even over a hundred, beauticians wearing uniforms and sashes distributing flyers on the streets formed a striking landscape, creating a scene that was enough to震撼 the entire venue. This is something no single store could achieve. This is employee momentum building. Moreover, with such a grand display, regardless of how many customers come, they will be convinced by the scale, greatly improving the sales closing rate. A prerequisite for employee momentum building is that each chain store must have a certain number of employees. If the staff numbers at each store are insufficient, then employee momentum building cannot be adopted. Additionally, chain stores must cooperate effectively. Direct-operated chains find it easier to collaborate since they belong to the same company. However, for franchised chains, preparatory work needs to be done in advance because all stores are franchises. Ideally, each franchise should sign a joint agreement, forming a leadership group to ensure unified compliance and arrangements.
Strength Momentum Building
The intensity of promotions can also build momentum. Sometimes, statically viewing a single store's promotional activity gives the impression of insufficient intensity, lacking impact; however, if the promotional efforts of many stores are combined, it becomes quite powerful. For example, common lottery events usually offer a ten-thousand-yuan grand prize per store under normal circumstances. However, if hundreds of beauty chain stores or even thousands of chain stores conduct joint promotions, they could easily advertise "million-yuan grand prizes" or "ten-million-yuan grand prizes," or "investing tens of millions." Such slogans not only create a grand atmosphere but also exert significant appeal to consumers. Some prizes may be limited to 50 or 100 customers per store, but when combined, they could promote "millions of sets of gifts presented to XX" or "ten-million-yuan grand prizes offered to XX," conveying to consumers that the chances are relatively high, making it easier to attract consumers to participate, thus improving the success rate of the event.
Key is to first find the winning brand secret. www.zp-nmg.com