Three Major Promotions For Clothing: Playing Or "Heartbeat"

With the market focus shifting from the primary market to the two or three tier

"Throw away a pity, food tasteless", too little investment can not achieve the effect. If we invest too much, we will lose more. If we are faced with the special county-level market, how can marketing personnel plan to make the county-level market promotional activities fascinating?

First, advertising communication, joint public relations to reduce costs.

Although the county market is small, it will cost a lot of money to make an effective advertisement in local TV stations or in prime locations.

If marketers want to spread their clothing brand image or promotional information at low cost, they have to learn a new way, such as carrying out public relations activities and engaging in brand promotion or promotional information dissemination by taking advantage of some officials' interest in performance projects.

I am a friend engaged in electrical appliances industry has made use of teachers' day to enhance public relations, clothing brand image building and promotion of information dissemination, which is truly a three bird.

First of all, in view of the fact that teachers' Day is generally awarded by the township government departments to the local advanced teachers, they found the deputy party secretary and deputy county magistrate of the county responsible for education, and proposed a free raffle for the advanced teachers in each township. The prizes were mainly practical items such as rice cookers, shampoo, washing powder and so on. Each township provided 200 yuan prizes (the general prize was 30 yuan for the advanced teachers), and a shopping coupon valued at 30 yuan for all teachers to purchase refrigerators, color TV and washing machines for four months.

Taking into account the habit of bargaining in the region, it is also specially stated that the coupons should be shown at the time when they have negotiated the price with distributors, so as to avoid the dealer's false price.

Of course, in return, the two county leaders also agreed to provide the township schools' road wall for free for half a year to provide the publicity column for the company as a public service advertisement combining the brand image with the theme of education and revitalizing the country.

Leaders need investment and other aspects of performance. Companies need to improve their image and increase sales. If there is common ground, civil unions will not be difficult.

In the end, the company spent more than four thousand yuan in sponsorship, sending out nearly two thousand shopping coupons, but the news was three times on local TV stations, and more than 30 pieces of practical free advertising. Of course, the most important thing is to return nearly six hundred coupons and good word of mouth.

Now, in retrospect, what would happen if we had changed the way of direct price reduction or return sales promotion? First, the credibility of promotion would be greatly reduced. Unless the price of a large brand is more pparent, a promotion should be made. Otherwise, the first response of the people to such promotional activities is that this guy wants to play this kind of trick of lowering the price secretly in front of me.

The next step is to let the audience know the promotional information.

Six hundred of the coupons returned, of course, part of the teachers are relatives to buy electrical appliances with coupons, but teachers' word of mouth propaganda convinced them not to cheat them, so they cherish this opportunity very much.

With the promotion of positive characters, such a highly reliable word of mouth communication can not be achieved by sending thousands of coupons on the street, let alone a free image promotion base.

It has done a good job in government relations, promoted the brand image, and also achieved the purpose of promotion and shipment.

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Two, staff promotion, heart can act.

Many sales managers are thinking about this question: "I also sent gifts, POP also hung up, display, and so on, why the sales volume of a certain store is not greatly improved?"

There are two possible reasons. First, the salesperson in the shop did not concentrate on selling your products. Two, there was something wrong with his sales skills.

And full-time promoters are a good way to solve this problem. In the market of primary market, people often use the promotion of full-time promotion to promote sales.

However, from the input-output ratio, it is not realistic to promote full-time sales in the county level market. So how can we make these salesmen of small retailers become our full-time promoters? How can we make them sell better?

Heart can act, first of all is the salesman's heart.

In general, the size of the terminal thrust depends on the salesperson, but in the current salary system of the retailer, the salesperson selling the clothing to the brand is not much different from selling the brand, selling more goods and selling less.

If you want a salesperson to work hard to sell your product, you must first give him a reason for his heartbeat, and let salesperson become your full-time salesperson under the heartbeat. It is also very simple, that is to sell him royalty according to sales volume.

The sales volume of a retailer in a county market has risen from about 5 units per month to around 8 units per month by giving a salesperson 15-20 yuan / Taiwan Commission.

After the salesman is enchanted, the next thing is to make the client heartbeat.

Whether it's a daily sale or a shopping guide during promotion, the most important part of the promotion of single store sales is that salesmen can sell words into the hearts of customers.

Although we do not have the strength to be a full-time salesperson at the county level retailers, but as long as we can train the salesmen, we will get good results.

When the company does not have a big cost to pull up, the sales volume is increased by relying on salesmen's strong interception.

1, stimulate customer needs, and explain interest satisfaction.

The premise of customers' heartbeat is their need. The salesman's task is not only to pull the horse to the water, but to make the horse feel thirsty.

In addition to the practicality and safety of products, when customers first buy this product, they first impress him on the beauty, fashion, brand symbolization, convenience, economy or good service of different products. Different people need different focuses. Salesmen should learn to express the benefits that products can bring to customers according to the needs of different types of customers.

For example, the township residents who are more sensitive to the price sell a disadvantaged brand product with a higher profit. The salesperson can take a famous brand product for comparison: "the same quality, the same warranty, but the price between the two is more than 100 yuan, more than 100 yuan, and how long will it take to get the pig back?"

Salesmen want to sell some new products with high profits, such as plasma color TV, to some people who get rich first, such as plasma color TV. They can say: "this is expensive, but it has advanced functions, fashionable style and great fame. Many people in the provincial city have bought it. Although the money spent on buying a general machine is not enough, it will also make your friends feel that they are not up to grade.

The former is aimed at the practical needs of the customer economy, which is satisfied by low price and warranty. The latter is aimed at the vanity of the customers, which is satisfied by the fashion and brand symbolism of the products. The role of personnel promotion is to target the customers under different types of customers.

2, manufacturing industry standards, psychological interception.

"Sir, you want to buy a fridge, right? Then you have fully understood the five criteria for a quality refrigerator, for example, the first thing is to save electricity..."

When your salesperson can sell products to customers in this way, Congratulations, because your terminal interception capability has a milestone.

When a salesman tries to put a standard of a refrigerator and a unique selling point into a customer's mind, will the customer buy other brands of similar products? No, because other clothing brands only conform to two or three of them, and the standard of change from your unique selling point is simply not available to competitors.

The more expensive the product sells, the more careful it is. It does not conform to the standard. Under the guidance of "industry standard", customers do not buy your "standard products". It is strange for the expensive clothing accessories, such as electrical appliances, when training salesmen to increase sales, you should remember to use this trick.

3, selling points, combined with the interests of customers.

This is a supplement to satisfy the needs of customers, many salesmen can tell the different characteristics and functions of products, but they forget to state the benefits of this function to customers.

Although some of them can speak out all the characteristics and functions and interests, they are all the same lines for everyone, so the actual effect is greatly reduced.

Therefore, in terms of selling points, salesmen have to set up different sales lines according to different situations such as buyers buying or buying units.

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Three, promotion plan, decide the details according to local conditions.

"Market department, please hurry the sale of our regional promotional gifts from blending oil to peanut oil, film area", "market department, please speed up the promotion of our regional gifts from blending oil to corn oil, B area".

Perhaps one day, when you are sitting in the headquarters office to make sales promotion plans, you will encounter many similar problems. What's wrong with the Chinese people? Why is it so weird?

China's ordinary people are not very, really what are those who are closed doors in the office of promotions planners.

In the details of today's success or failure, it is not very realistic to rely solely on the idea of making a mental plan, and at least two aspects should be considered when planning promotions: one is the customs and habits of different regions, and the other is the mentality of consumers of different social strata. Two

An electrical appliance company takes second points into consideration in a sales promotion confrontation.

During the summer season, the competitor launched a huge sales promotion campaign to buy fans to send toothpaste and buy fans to wash powder in 12 counties of a prefecture level city.

As a competitor, is it a concession or a follow-up? If you want to follow up, do you copy your opponent's way of direct confrontation or strike a new path against your opponent?

Most of the fans are townships residents. For farmers who like to get some benefits, buying fans to send toothpaste to laundry detergent is good for steel.

The same way to do sales promotion will certainly work well, but copying the opponent's script, sending a toothpaste or sending a towel will also make people laugh.

We are discussing that if we learn from innovation, an old man has sold fifty Jin rice, and the news of twenty yuan real money has inspired everyone's inspiration.

Why not send a miniature electronic money detector pen?

Through market investigation, many townships and townships and townships are deeply afraid of the harmful tricks of counterfeit banknotes. However, it is neither cost-effective nor convenient to spend tens of dollars or more to buy a large banknote checker. If they can send them a miniature electronic money detector, it is absolutely the right thing to do.

In this way, the marketing campaign began. In order to ensure the sales promotion effect, the company spent five hundred yuan to print more than 10000 monochrome leaflets in the parking lots. Under the influence of the propaganda and the oral communication of the residents, many fans bought the products of the company's designated retailers.

More than a month later, a wholesale price of only 1 yuan 5 electronic check pen to the value of two yuan more money toothbrushes and detergent powder beating all day long, no longer to fight back.

It is also a psychological battle for consumers. Whether they can give people more heartfelt goods has become the key to winning in the promotion war. If we want to play the heartbeat of consumers, we must grasp the most intense demand in their hearts.

To do the market is the psychology of being a man. The premise of intensive farming in the two or three level market is to grasp the habits and mindset of the relevant people. Only by grasping this key point can we find ways to reduce the marketing cost while ensuring that the push and pull tactics are applied to the channel traders and consumers.

"Deep marketing, playing or heartbeat" is to reduce the cost of investment while allowing consumers to follow the pace of our sales promotion.