Distributors: Four Key Elements Of Successful Promotion And Three Taboo

Nowadays, sales promotion has been regarded as a panacea for many businesses and manufacturers.

New products are listed, used for promotion, old products are delisted, used for promotion, new markets are opened up, promotions are made, sales are expanded and sales promotions are promoted, and even promotion of brand awareness can be promoted.

In the eyes of most people, sales promotion can stimulate the growth of terminal sales to the greatest extent, and is regarded as a standard.

However, the promotion activities will surely bring about the best sales of products? This is not the case. In fact, there will be three different results: 1, if the enterprise anticipates, stimulates the consumer to buy, the product realizes the selling well; 2, the market is not salty, the sales volume remains the same or slightly rises, the balance of payments is balanced; 3, the consumer resentment, the sales volume has not mentioned, the expense has produced a large number of, the income can not make ends meet.

Why is there such a situation? This is the essence of promotion.

Just as a sword is a double-edged sword, sales promotion will damage itself if it is not operated well.

For example, when your sales scale is not sure, and the cost is not within the limits of the cost, the more sales you promote, the more deficit you will have.

Especially in today's increasingly mature buyer's market, consumers are often seen and compared. Consider whether this promotional category is worth buying or not. If you see "the price of building jumping and spitting blood" and so on, it will no longer be impulsive. It will also turn a deaf ear to the temptation of the "hostage" and "never come again" of promoters, and it will also have an impact on your brand.

At the same time, in order to attract consumers and let them pay, you may increase the intensity of sales promotion again and again.

Four elements of successful promotion

Then, how can we make the sales promotion successful? Generally speaking, we need to meet the following 4 conditions.

1, there must be marketable products.

Selling a comb to a monk is a successful marketing story. Let's not say whether there is such a thing, but according to the law of promotion, this proposition is wrong from the very beginning.

You may sell a few words through your clever tongue, but from the purpose of promotion, you can never accomplish this task.

What is said is marketable, which means that our promotional products should first conform to the local people's living habits. Secondly, we should conform to the consumer habits of consumers, sell gold diamonds to ordinary migrant workers, or sell cheap jewelry to the rich. The result is predictable.

Therefore, we can not promote products that cause consumers' disgust. The purpose of promotion is to sell products better. No matter how low the price of your products is, no one will be interested in it. Then they will fail.

    2、要選擇好促銷的時機

There is a saying that everything should be done smoothly and smoothly.

Choosing a good time to promote sales is an important condition for successful sales promotion.

What are the most promotional products we see in hot summer days? It's the most active product at the time when it comes to air conditioning and cola.

Do you see anyone promoting heating? If you see it, you will say that it is a fool and summer heating.

Therefore, it is possible to succeed in reverse, but there is a 99.9% chance that it will fail.

This is to grasp the great opportunity.

We all understand the impact of the environment on promotional activities.

So, how can you achieve your sales promotion in a sales promotion campaign? Therefore, it is also very important to promote a small opportunity. It enables you to achieve the effect of getting a little green from all green.

For example, when the new estate is released, promote household appliances and household electrical appliances. When summer comes, people will sell repellent water to people who walk.

3, there must be a good way to promote sales.

A good plan and method is the guarantee of successful sales promotion.

Promotion is not just a discount, a reduction or a purchase. Its specific operation needs to be implemented according to the actual situation.

Because many times, consumers will not be tempted by your actions.

What you need to do is attract them in the right way.

In some places, consumers like to bargain very much. Your price is already the lowest, and then it will lose money, but consumers will not buy it. How can we do it? The method is very simple. Maybe everyone has used it to raise the original price to the top and promote the price accordingly, so you have extra space to deal with their bargain.

Planning is very important. First of all, you need to know if this promotion is to promote products or to publicize brands.

The purpose is different, the method is natural different, the concrete method, the author will elaborate in another article.

4, we must grasp a degree.

The 21 point of poker is known to all. If your card exceeds 21 points, others will have only 1 points. That's why you lose too much.

In sales promotion activities, we must grasp this "degree" too much.

First, we should grasp the breakeven point and calculate the income and expenditure of the activity cost.

If your promotional price is below the cost price, the more you sell, the more you will lose.

Second, we must make sure that the goal of sales promotion is achieved. Promotion is not a long-term process. If we take promotion as a long-term and continuous work, then when your customers become tired, your sales promotion activities will be meaningless. And in their minds, there may still be such an idea that the manufacturer has been selling goods at a low price. Is there any problem?

As a result, you will have a negative impact on your brand reputation, and then you have to stop decisively.

    促銷活動中的三忌

Promotion is also taboo, and if it goes against it, it may have an adverse effect on the sales promotion effect.

1, avoid strategy change

A promotion campaign is serious. It should be considered thoroughly before implementation. When implementing the strategy, it should not be changed easily, because this will give consumers a confidence in your suggestion.

Especially when your price drops every day, what do you think consumers who bought your product before? They will think that they have lost their money and do not trust you.

At the same time, for consumers who are interested in your activities, they usually estimate that buying in a few days will be cheaper.

The effect of the activity will be greatly reduced.

2, avoid time unlimited extension

In the market, it is often seen that some stores have "demolished and sold the last 3 days." in fact, the notice may have been posted for ten days or twenty days.

And the last three days are not over yet.

Consumers are already used to it. They just fail to see it when they pass by.

Say a few days, a few days, notice reminder countdown, so as to give consumers a sense of urgency, let them feel that after the village did not have this shop, so as to attract them.

3, avoid shoddy and defective products.

If you think that this promotion is to deal with old products and digest inventory, the quality of products is not important, consumers will not pay attention to it.

Then you are wrong, because the product represents your brand image, whether it's old product or new product, it has the same LOGO as your brand, which marks your brand. In the minds of consumers, products and brands are equal.

When he buys your defective products, he is in the same mood as you buy unqualified products: he will never buy this brand again.

It can be seen how damaging these brands are to your brand.

So, when consumers do not believe you, do you have any promotional activities?