Several Key Points For Differentiated Marketing Promotion

    现在逛街，商品琳琅满目，各种促销活动满天飞，今天你赠一个勺子，明天我送你一口锅。这个社会真是疯狂，今天你8折，明天我2折。产品同质化非常要重，竞争越来越激烈。试想产品在卖场做促销，消费者面对天天你一言我一语的人还战术，都已经非常累，接受信息也非常被动，这时候我们该怎么办？不促销没有销量，促销多了反而没有起量，费用花了一大堆。这就要求我们要对促销动手术，要高效促销。明确以下几个要点进行差异化促销，消费者不会促销疲劳，销量也会有一个大的提升： 

Essence of promotion

The essence of promotion is value for money and value for money.

Catering to the consumer psychology and targeting the target consumers.

Tactics: short term fight against competition and speed up capital turnover to improve regional market share.

This is a short-term behavior.

Strategy: setting up brand, increasing market share, and developing long-term national brand for enterprises.

This is a long-term behavior of an enterprise.

Purpose of promotion

(1) shorten the time for products to enter the market.

The purpose of sales promotion is to provide short range incentives to consumers or distributors.

In a period of time, we should mobilize people's enthusiasm for buying, cultivate customers' interests and hobbies, so that customers can learn about products as soon as possible.

Second, encourage consumers to buy for the first time and achieve their purpose.

Third, encourage consumers to repeat purchases and establish consumption habits.

Fourth, sales performance is improved.

There is no doubt that promotion is a competition, it can change some consumer habits and brand loyalty.

Driven by interests, dealers and consumers may purchase and purchase large quantities.

Therefore, in the promotion stage, it often increases consumption and improves sales volume.

The need for competition.

Whether enterprises launch market invasion or market entrant to launch anti aggression, promotions are effective means of application.

Market aggressors can use marketing to strengthen market penetration and speed up market share.

The anti aggressors in the market can also use tit for tat to achieve the purpose of blocking competitors.

Related promotion

The first goal of sales promotion is to complete sales of promotional products.

However, in the promotion process of a product, it can drive the sale of related products.

For example, the promotion of tea can promote the sale of tea sets.

When more coffee pots are sold, the sales of coffee will increase.

In Shanghai in 1930s, American Oil Co gave free coal kerosene lamps to consumers, resulting in a substantial increase in kerosene sales.

Festival rewards.

Promotion can make products add flowers during the festival or during the celebration day.

Every time a regular holiday comes, or when a company has a great jubilation (and when it is on sale), sales promotion can express a reward and a liking to the consumers of the market.

Inventory digestion.

Due to various reasons, there are spot products on the market. In order to reduce losses, inventory digestion is carried out, and capital turnover is accelerated.

Promotion theme

Promotion must have a distinct theme and something must be done to avoid giving consumers the impression of dumping at low prices.

The theme must be concise and concise, concise and comprehensive, conform to the trend, and the theme should be creative.

For example: celebrate the national day, celebrate the Mid Autumn Festival, new products listed, teachers' day, children's day......

Promotion object

Sales promotions must be done before promotions, such as promotion to consumers, who are the target groups and women?

Male?

Age?

Education?...

.

To locate the target population, we must consider how to pass the information and provide them with value and services.

Below are several promotional objects:

(1) manufacturer's promotion to wholesalers; manufacturer's promotion to retailers; manufacturer's promotion to consumers; wholesalers' promotion to retailers; wholesalers' promotion to consumers; retailers' promotion to consumers.

This is a single level promotion.

(2) manufacturer's promotion to wholesalers to retailers; manufacturer's promotion to retailers to consumers; manufacturer's promotion to wholesalers to consumers; wholesalers' promotion to retailers and consumers.

This is a two-tier promotion.

(3) manufacturer's promotion to wholesalers to retailers and consumers.

This is a three level promotion.

Promotion time

The promotion time should be selected on the weekends or holidays and other people's concentrated time. This is easy to create popularity, and should always pay attention to the weather, so as not to cause crowd closure because of bad weather.

The time is usually from 9:00 to 18:00, taking all factors into account.

Place of promotion

Location should be selected in key stores or plaza and other places where traffic is large, so as to facilitate activities and facilitate the establishment of brand names.

Promotions

The key is salesmen, who have to do well training before, especially FABE theory and practice training.

There are also logistics personnel, in order to avoid sales promotion time period to produce goods and other events.

Ways of promotion (differentiated promotion)

(1) no compensation.

"Gratuitous" refers to a means of promotion aimed at target customers who do not charge any fees.

It includes two forms: A, gratuitous gift - mainly based on "reward package".

B, free trial - based on "free samples".

2. Presentation

"Gift" refers to the promotional means that a target customer gives a preferential treatment when he purchases the product.

Buy gifts, or buy gifts.

As long as customers buy a product, a certain amount of gifts can be obtained.

The most commonly used methods, such as buying one get one, buying five gifts two, buying one get three, etc.

Change the gift, that is, the purchase of compensation awarded.

As long as customers buy a product and make some compensation, they can get another product.

Discount

"Discount" refers to the promotional means of different price discounts given to the target customers when they buy their products.

Discount coupons, commonly known as coupons, are an old and popular way of promoting sales.

The original price, discount rate, purchase quantity and effective time of the products are generally printed on the coupons.

Customers can buy and get benefits through coupons.

The current price discount is the discount sale on the basis of the current price.

This is one of the most common and effective means of promotion.

It enables customers to get visible benefits and satisfaction at the scene, and sellers will also achieve satisfactory target profits.

Because the discount process is usually a bargaining process.

By bargaining, the two sides can basically achieve satisfactory goals.

The sale is to reduce the price of the product within a certain time and sell it at a special price.

One of the characteristics of sale is the stage.

Once the sales goal is completed, it will revert to the original price level.

Sale promotions are usually implemented only at market terminals.

However, once manufacturers intervene, it may be a long-term promotion strategy.

There are usually three forms of sale, including "package price tag", "shelf price tag" and "sale notice".

Low price, that is, products are sold at below market prevailing prices.

Low price management is a kind of sales strategy, and its overall price level needs to be lower than other operators in the long run.

Moreover, at the very beginning, low price operators should be on the market at a preferential price.

In the long run, although the low price operation is a partial profit, this promotion strategy can strongly attract consumers and achieve the goal of overall profitability.

Fourth, competition.

"Competition" refers to the use of people's competitive and curious psychology, through an interesting and intelligent competition to attract target customers to participate in a promotional means.

The competition for soliciting and answering awards is a way to promote consumers' participation through competitions or prizes.

Also includes competition competitions, winning competitions and printing spots.

There are mainly three participants in the competition. The promoter should choose the target customers to participate in the competition.

Activities

"Activity" refers to the sales promotion activities that attract customers' attention and participation through organizing activities related to product sales.

Including: press conference, commodity exhibition, raffle and prizes, entertainment and games, manufacturing events, that is, making social events, news and hotspots by creating events that spread FromEMKT.com.cn value, and promoting sales with news hype.

Event marketing can attract public attention and mobilize the interest of target customers in products or services related to events, and ultimately stimulate customers to buy or consume.

If the events created can cause widespread social controversy, then "event marketing" will achieve satisfactory results.

Win win

"Win win" refers to the promotion of mutual interests between two or more market participants through joint promotion.

In other words, two or more enterprises jointly promote sales in order to make joint profits, that is, "win-win SP".

Direct effect

"Direct effect" means a sales promotion method with direct effect.

The characteristics of "direct effect SP" are the on-the-spot and the visiting.

Through these two characteristics, we can create a strong sales atmosphere.

Selling advertisements? Direct mail guide, or DM, guides customers to buy certain products by direct mail. Product demonstrations, namely, the characteristics and advantages of product demonstrations on the spot, promote consumers' purchase by seeing the truth.

Product demonstration is an instant promotion method.

Through demonstration, we can satisfy the customers' vision, hearing, smell, taste and touch organs, so as to satisfy their psychology and achieve immediate purchase.

It also includes: product development, publicity, newspaper, business commissions, franchises, celebrities, etc.

Service

"Service" refers to a sales promotion tool to protect customers' interests and provide customers with some preferential service to facilitate customers to buy and consume.

It can be said that "service SP" can best demonstrate the concept of customer satisfaction, which is a concrete manifestation of CS doctrine.

Including: sales services, open shelf sales, commitment sales, ordering, door-to-door, free training, installment, deferred payment, membership management?

Combination

"Combination" refers to the use of more than two promotions, so as to achieve a more efficient means of promotion.

We know that there are eight ways to promote sales before, and each of them can be combined with seven other promotional methods, so that the combination of SP can achieve forty-nine forms.

    促销售后服务支持 

Before the event:

Before promotion, we should review the details of product items, specifications, prices, promotional materials, ways, time, figures, division of labor, theme, location, expected effect and so on, so as to achieve the goal of proficiency.

Activities:

Always pay attention to the change of consumers, do well the after-sale service on the spot, keep the stack shelves full, do well in vivid display, and make good sales records.

    活动后： 

We should carry out the evaluation of sales promotion effect, compare the pre sales and expected results, check, summarize, analyze the reasons and prepare files.