Promotion, Want To Say Love You Is Not Easy, Carry Out Activities Note

Promotion, as the name implies, is to promote sales, but the purpose is not only to boost sales volume, but also to enhance the brand reputation so as to further expand brand loyalty and achieve sustained and long-term development of the brand.

Many enterprises are unable to extricate themselves from the vicious circle of not promoting sales and frequent sales promotion, but often because they do not systematically plan overall promotional activities, but are limited to sales promotion.

Of course, the effect of promotional activities is often influenced by product nature, promotion goal, market characteristics, product life cycle and other marketing strategies.

However, the promotion activities of consumer goods should be systematically developed from the aspects of building terminal sales atmosphere, notification of media publicity, theme design of sales promotion, and organization and management of personnel.

Construction of terminal sales atmosphere

According to the survey data, 65% consumers are affected by the product's terminal image and activities, and purchase pfer behavior occurs.

Ignoring the terminal sales atmosphere is the Achilles' heel of many marketers, so that products do not have any impression in the minds of the target consumers.

Some new and unique products have been on the market for several months, and consumers still don't know the existence of this product.

Therefore, the creation of terminal sales atmosphere is the premise of promotional activities, aiming at improving product awareness.

The creation of terminal sales atmosphere mainly includes product specification display and terminal image packaging. We must try our best to reach the momentum of overwhelming, mountainous and ubiquitous, making the product produce a shocking visual impact in the minds of the target consumers, leaving an impressive impression.

First of all, we should fully exploit and utilize all the existing resources of the company, including the marketing products, related expenses, and the good relationship between the customers, including the distributors and the terminal stores, so as to lay a solid foundation for the creation of the terminal sales atmosphere.

In the regional market, marketers must concentrate their strength and support several terminals. In line with the principle of "one point, one point, one point", the marketers can achieve the goal of revitalization of the overall situation by taking points, lines and surfaces.

The creation of terminal sales atmosphere is not a simple task, but needs to be incorporated into daily management and assessed.

Otherwise, if the construction of terminal sales atmosphere is intermittent, it will inevitably result in waste of resources, and the final effect will be wasted.

The construction of terminal sales atmosphere includes conventional terminal construction, durable terminal construction and soft terminal construction.

Conventional terminal construction is to make strategic packaging for core stores, key stores and general stores by poster, paper rack, and POP, etc. durable terminal construction is to pack the product image of all kinds of stores, such as doorways, background walls, light boxes, counters and so on. The construction of soft terminals is to mobilize the strength of all the available front-line personnel, focusing on the terminal interception of products, such as distributors, shopping guides, promoters, salespersons and so on.

Notification of media publicity

Promotional activities are not ideal. A large part of the reason is that sales promotion information is not conveyed to the target consumers at all.

The promotion of promotional activities must be combined with media publicity, so that the information of promotional activities can be widely spread, and the purchase behavior of target consumers can be induced. It is also aimed at condensing the popularity of the promotion site and satisfying the pursuit of the terminal stores for the flow of people and cash.

Media publicity not only refers to TV advertisements, but also has more manifestations, such as road shows, newspaper soft articles, leaflets, Post newspapers, handwritten posters, shop radio, store displays, text messages and so on.

Marketers should combine the characteristics of the regional market and the actual input of the company to draw up the most effective media announcement combination so as to achieve twice the result with half the effort.

In the terminal stores, we need to consider handwritten posters, Kanban, banners, shop radio, store displays, etc., outside the terminal stores, we can consider roadshows, leaflets, post offices, display screens, etc. at high altitude, we can consider: TV subtitles, radio stations, newspaper soft articles, short letters and so on, thus forming a three-dimensional cross propaganda propaganda mode.

In media publicity, we should avoid wasting resources or not in place.

First of all, we should consider the actual market situation, weigh the gap between the products and competing products in the market performance, and then, combined with the input of the company, draw up the implementation plan of the stage media publicity, that is, the propaganda and dissemination plan, namely the foreshadowing period, the start-up period, the high tide stage and the ending stage, and strive to devote the limited resources to the core, key areas and stores, so that we can achieve the goal of reaching the target consumers effectively. In addition, we must avoid all kinds of brain drain and cause serious waste of resources.

Design of sales promotion theme

Promotion is not carried out for promotion, it also bears the task of brand building.

Sales promotion must have a theme, which is the soul of the whole promotional activities, aiming at improving brand reputation.

From the minds of target consumers, the most incitement promotion themes are excavated. This theme is the core of the whole promotional activities, integrating various marketing elements, forming an interactive atmosphere between terminals and consumers, maximizing the psychological distance between consumers and products and enterprises, attracting a steady number of loyal consumer groups, thus promoting the sustained growth of product sales performance.

The theme of promotion should be considered from a time period. At this time, different themes can be designed, but there must be a link between each theme. The theme of the whole activity comes from one line to another, forming a shocking effect of brand influence.

The theme of sales promotion should be consistent with the product brand appeal and positioning, and avoid the confusion or even confusion of the target consumers. It must be determined according to the overall brand strategy objective of the company. The theme of sales promotion is the key to impress consumers, and it must be close to the interests of the target consumers, which is the focus of their concern, rather than to the boss. The sales promotion theme should be concise, outstanding, creative and smooth, reflecting the core idea of promotional activities; the theme of sales promotion should make full use of the current hot spots, such as the Spring Festival, mother's Day and the Olympic Games, etc., which must have some news value, and to a certain extent, can arouse the attention of the public opinion.

There are mainly three types of promotional activities: product promotion, product promotion and seasonal holiday promotion.

The need to clarify the theme of promotional activities is not simply the form of activities such as buying gifts, special offers, road shows, but rather around a series of themes, the soul of this activity to reflect the brand's appeal and positioning, the interests of consumers.

Personnel organization and management

Often, a good sales promotion plan can not achieve the desired result due to loopholes in execution and management.

The key to the implementation of promotional activities lies in the executive power of the organization. It is necessary to set up a sales promotion organization in advance and clarify the division of responsibilities among personnel, and ensure the smooth development of the whole sales promotion through training and monitoring.

The division of organization and responsibilities of promotion activities is the premise of stable and orderly activities.

In terms of organizational establishment, there must be both the role of chief executives and general coordinator, as well as the specific heads of various projects.

In terms of division of responsibilities, clear and clear principles should be embodied, special duties should be taken to avoid the unclear responsibilities and wrangling.

The executive responsibility system should be implemented during the promotion process. On the one hand, the project leader must maintain the authority of the supervisor, and on the other hand, the supervisor must be responsible for all the events in his area.

The training of personnel system is the key to ensure the quality of promotional activities.

Not only for promoters, but also for all staff involved in promotional activities, we need systematic training. Of course, the training contents of different personnel have different emphases.

Through the training of enterprise background, product characteristics, promotion skills and other aspects, we can improve the salesperson's professional quality.

And in the sales promotion activities, we should guide the sales staff to pay attention to the psychological changes of the consumers, and adopt different persuasion modes according to the different personality characteristics of the consumers.

For other people involved in activities, it is necessary to define the purpose, mode, theme, content, matters needing attention, the whole process of activities, the handling of typical problems, the feedback procedure of questions, the contents of promotion management, the methods of using various forms, and the relevant stipulation of rewards and punishments.

Tight monitoring measures are important steps to ensure the efficient development of promotional activities, mainly including regular meetings, reporting systems and related rewards and punishments during promotional activities.

At the same time, enterprises should also pay attention to the promotion of promoters themselves, improve morale, and ultimately achieve the purpose of improving sales volume.

The implementation of the project award plan, so that sales results and promoters' income linked to mobilize the enthusiasm of promoters.

In the process of project execution, the cities and promoters who have completed and exceeded the target sales volume have given different awards according to the proportion of their target sales volume, and set up the sales ranking list, which has greatly promoted the enthusiasm of promoters.