Four Points For Promoting New Year's Sales Promotion Activities

Preface:

Promotion is one of the important elements in 4P.

　　 new year Near, all kinds of Sales promotion Flood your eyes. There are tens of millions of promotions in the form of promotions. The common trick of big brands is to join together in a waterway and empty space. There is a big linkage between terminals, media and channels. Small brands do not have much dissemination cost, often buy gifts, and occasionally select several important terminals to do some roadshows.

After a promotion, some enterprises made money and money. Some of them found money and spent no money. The marketing personnel of the enterprise often struggled to get rid of a fatal form of promotion in the past few years, but the result was regrets that it was still a few tricks to do so, resulting in psychological fatigue. It was not easy to do sales promotion, but it was also so serious.

So, how can we do that? Success Do a promotion?

First, clear the purpose of promotion.

Before promotion, the first thing to think about is the purpose of promotion.

I have seen 1 restaurants promoting activities in my hometown. The slogan is "free eating and drinking for 1 weeks". The content of the promotion is to buy a ticket for only 10 yuan, and then eat and drink for 1 weeks with the ticket. This kind of sales promotion must be accompanied by merchants. But why? The reason is simple: the big restaurant is opened by a local official, and the promotion is to make the hotel prosperous, for money laundering.

If we aim at raising the awareness of new products and new concepts, we will generally deliver free products and cooperate with a large number of media, so that the new products and new concepts will enter the minds of consumers at the first time.

If it is to clean up inventory for the purpose, it is naturally low price, discount sales.

If it is to strike a competitor, it may hit his main push with 1 sub brands, flush the goods into its channel, and the terminal price is lower than it. But this is often retaliated.

If the purpose of building a brand image is to achieve interaction with consumers, it is more important to get consumers' psychological favor, and what to give will become less important. For example, the 1 cent activities of farmer's spring.

There are even promotions, which are used to sell new products to manufacturers in the name of promotion. This phenomenon is very common. The common trick is to declare sales promotion content, media and so on.

Before you engage in activities, please think about what the purpose of your promotion is. Don't promote sales promotion. If there is no clear purpose of promotion, rather than wasting resources, it is better not to promote sales.

　　 Two, let consumers take the initiative to participate.

Starting from the consumer, your target group can be studied thoroughly. First, it is necessary to make consumers interested and take the initiative to participate in marketing. But in actual sales promotion, many enterprises do not consider consumers' feelings.

Here are some common ways to promote sales in spite of consumers' feelings.

1, anniversary. In order to celebrate their anniversary and honor, they often send calendars and brochures. I have seen some dealers, the distribution of more brands, warehouse piles of corporate album full. 50th anniversary, 15th anniversary or even 2nd anniversary. May I ask you, have your enterprises ever celebrated anniversary activities? It's not that they can't be done. The key is that the anniversary is just an activity speech. The aim is to let consumers participate in activities.

2. Gift items. At the end of the year, when some manufacturers saw that there were many sales promotions in stock, they took the time to clean up and make some profits. So a large number of clearing activities were held on the market. As to whether the products that are cleaned up are something consumers are interested in, they will not care about it. As a result, consumers are not interested in matching gifts, which results in unsatisfactory activities.

3, formalism. In some companies, promotional content is very attractive, and the enthusiasm of consumers is very high, but it is actually a nominal formalism. For example, there are 1 prize winners in the national prize, 2 two prize and three three prize, and the concept of winning prize is 1% in 1. Consumers' active participation in the outcome has nothing to gain. The high expectations in the early stage will inevitably lead to the high disappointment in the later stage and bring the complaints of consumers. A famous C2C website and a well-known home appliance chain enterprise launched the spike activity on the e-commerce website. The prize was very tempting, but the enterprise arranged the internal staff to participate in the spike, completely excluded the consumers, and drew a complaint.

The purpose of consumers' participation is to satisfy consumers (at least not disappointed). Therefore, we must remember that we must give consumers some comfort in promoting formalism, otherwise we would rather not engage in it.

The ways to drive consumers to participate actively are as follows:

1, what she is interested in. A, for a mother who just gave birth to a child, you invite a famous expert to hold a nutrition knowledge class, even if there is no prize, she will go; B, roadshow, Chinese people love to bustle, make a stage performance of a program, no matter everyone will join up to see a lively; C, high-end business seminars, training institutions often invite famous professors to lecture, so that the target group free auditions; D, China mobile oil delivery, family customers are more interested, because every day cooking...... There are always too many.

2, there are tangible benefits. A, another bottle of Super High School Award; B, channel incentives, more than 30 boxes of goods more rebate 20 yuan; C, buy one get one, not one to buy 300 yuan to send 1 yuan, but to buy 2 yuan to send 1 yuan; D, shopping malls discount 300 to 100, do not all price 299, also have a price tag 350, give consumers a little sweet, next time will come again.

3, in line with its values and emotions. A, a penny of activities, with love to call consumers; B, send gifts to parents, with filial piety to touch consumers; C, buy necklace with chocolate, etc., as long as touches the hearts of consumers, can be used to promote sales. {page_break}

　 Three, dissemination - no activity, small dissemination, small activities spread.

As the saying goes, no activity, little communication, small activities, big dissemination. Why do we need media linkage in promoting big brands? Because it can not only tell sales information, but also create brand image and expand brand awareness.

After all, limited profits and expenses, not every enterprise can get another bottle. The low profit of the household appliances industry determines that it is impossible to buy one and send one, and how to do it. Spread, spread and spread - sometimes your activities can not even have substantial substance, but as long as there is a gimmick spreading.

It's easy to make a simple promotion, and the terminal can buy it. But to make a perfect sales promotion, we need to plan carefully - terminal, channel, media and activities.

The way to operate a big brand is to maintain E.

1, newspapers and magazines - soft articles and hard broad reports.

2, TV - promoting TV advertising.

3, network -- Taking Taobao as a practical activity terminal and position.

4, terminal - all kinds of materials go together, and can't wait to fill up retail stores.

5, promotion - not only online, there are seconds to send big cards, but the offline terminals also give consumers some consolation rewards.

The above is an integrated communication activity, which is limited to the cost. This activity will run 1 to 2 times a year and lose money several times. But ordinary promotions are done every month and every festival. What's the way to do it?

1, newspapers can not afford to be hard and broad, and write soft texts. They can't afford half a page and make a newspaper.

2, the network - mostly in the local influential network community posting, as long as pay attention to the method, do not spend money posts can still fire up, I have done this.

3, television - choose local media, choose suitable media for target groups, sometimes local media do not spend too much money, the results are often very good, the key is whether you go to talk or not.

4, terminal - 1 aspects, do a good job in the layout of materials, on the one hand, do some roadshows at key terminals, no stage, take a horn or Joyoung, that is what we have done for a long time.

5, community, third types of terminal dissemination - to do household appliances, in the vicinity of the community of the United States to do road shows, leaflets that is almost daily work; children's products, to kindergarten, primary school to open up the relationship between teachers, issued a soft character nature of advertising, it is entirely possible.

In a word, no matter small activities or big activities, they must be widely spread, so that the information of activities can be pervasive.

　 Four, monitoring costs and implementation.

The purpose of activity is clear, the form of activities can also attract consumers, and the effect of communication is good. Can an activity be successful?

2 Yue, Wahaha and Kangshifu's promotional activities are complex. It's not complicated. Look at the website of wow ha, 1. It hasn't done anything in the past decade or so. The ordinary 1 bottles and the E of Sheng Sheng Tong's second kill win the big card, which is better? From this, we can see that if the ordinary activities are carried out well, good results will be greatly reduced.

There is a health care product brand to promote new concepts and new products, and to make large deliveries at the terminal. Only 10 thousand copies are sent out in the urban area of Yiwu. The effect is not optimistic. Why? Dealers and offices have sold the promotional equipment for sale. During the Spring Festival, they are not selling genuine products, they are promotional items. The effect can be imagined.

Can I stop the cost of interception and promotion? My view is not to be eliminated, nor is it necessary to put an end to it. But control a certain percentage. 1 promotions down, salesmen did not get the benefits, enthusiasm is certainly not, implementation will certainly not work hard. When making sales promotion plan, we must make clear rewards and penalties, punish interception and cheat, and give some appropriate rewards at the same time.

1, the penalty must be ruthless. Those who retain the Prizes shall be punished, and those who fail to perform effectively shall be punished. A large company has a special market supervision department. Nothing goes around the market everyday, except collecting market information, that is, monitoring market behavior. Small companies do not have this department, they can not achieve "heaven and earth, but do not neglect", but they can kill a warning! However, some companies often get in the way of inter departmental sensibilities, big events, trivial matters, and poor monitoring results. Some are simply dealers, sales managers, market personnel collusion, doing is trick trick. This kind of thing must be announced.

2, establish incentives. How many posters have been posted, how many terminals have been visited, how many goods have been produced, how many samples have been produced, incentive measures must be taken, roadshows must be encouraged by roadshow staff, and even temporary employees who send leaflets should be encouraged to do so.