A Successful Outdoor Scene Promotion Case

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The key is to grasp every spot promotion, and the quality of on-site promotion is the result of the comprehensive influence of various factors. To improve the efficiency of sales promotion, we must grasp all the details of the promotion. The following is the example of a successful sales promotion of a massager as an example.

Promotion theme

The theme of promotion is the soul of promotional activities.

The best excuse for psychological promotion is that when the Mid Autumn Festival is coming, our sales promotion theme is "Mid Autumn Festival reunion, healthy family life, love life action", and a temporary publicity leaflet is printed.

Two, promotion price

Since it is a promotion, most businesses will be involved in the issue of discount or discount. The promotion price formulation must cater to the customers' cognitive attitude towards the current general product promotion, the price reduction is small, there is no interest, too much, consumers are not confident, and businesses also need to consider the cost. Therefore, the preferential policy of this promotion has been set at a discount rate of 80 yuan (that is, the original price is 248 yuan, and the promotion price is 168 yuan) after repeated discussions.

And we set a reason for preferential treatment. "Enterprises return to society, sell at pure cost, only do propaganda work".

Three, promotion venues

This product is a mid-level product, so the promotion site is chosen at a fork intersection near the vegetable market in the district. This intersection is just the way for residents of this district 80% and the residents of a small number of other communities.

One important message is that the location is more remote and less commercial, which will greatly benefit the promotion.

Four, time arrangement

The peak of the market is usually around 7:30 in the morning - 9:30, and at the same time, in order to avoid the hot weather, we decide to promote sales time.

Five. Site layout

Because the massager sales promotion is based on the on-site experience, we chose about 20 square meters of open space beside the Trident, and placed two promotional stations behind for the storage of goods and materials. At the same time, two distinct 6 metre long banners, "the continuous life, needs every moment of health" (connotation is that this massager is convenient and practical, and protects your health at any time).

In front of the open space, 4 ad umbrellas are placed in a single font. The whole scene is obvious, and basically achieves the purpose of causing passers-by's attention.

In order to retain customers, 4 fans and a water dispenser were prepared to "cool down" the customers.

Six, preparation work before promotion

We know that only with sufficient pre preparation can we do a sales promotion.

In order to standardize the overall promotion image and improve the customer's consumer confidence, we stipulate that the employees are uniform in work clothes, with work cards and standard terms, and the standard language is prescribed, and the "uncle, aunt, elder brother, sister, girl, beautiful boy" are more pro - and powerful; in communication with the customers, the common language is also stipulated, "the vibrant, relaxed and happy" (the effect of the massager), "the pain is not accessible, the movement is not painful", "the general rules are not painful", "the leisurely gain health", "jump one jump, ten year skip!!!"

Move and move, easy! "

And so on, these words vividly describe the effect of the product and make the customers more receptive.

In terms of personnel division, apart from arranging a full-time collection and delivery for a cashier, a full-time on-site supervision is also arranged to supervise and standardize the promotion process at any time.

In order to give full play to the promoters' initiative, it is necessary to stipulate the "one-stop" of the promotion process, that is, from invitation to sales person to be responsible for, who will sell the Commission, and deduct the cash back immediately after the company returns to the company.

In the past, we conducted a comprehensive inspection of the products to ensure that there was no inferior product. At the same time, all the salesmen were trained and trained in product interpretation and operation the previous afternoon. These early work benefits have actually been achieved in the praise of the promoters at the sales promotion site.

Seven, three steps to promote the scene

1, invitation

Inviting as the first step of on-site promotion is directly related to the amount of customer resources.

Promoters must be enthusiastic, generous and pay attention to etiquette. In order to make the promoters more approachable, we have specialized in "smile" training, and emphasize that "smile" and "greeting etiquette" should be standardized to work and life at ordinary times, so that we can become accustomed to it in the future.

The invitation must be concise, easy to understand, targeted and attractive. It should be targeted, avoid prolonged and unclear language, such as "you spend three minutes, have unexpected health feelings", "massage and physiotherapy, double function, you can enjoy free experience", etc. these oral English may make customers temporarily do not fully understand what we are Dong Dong (for a short time), but because of suspense, it has a certain attraction. Many customers will stay behind to make a clear understanding.

When invited, action should be appropriate, not too rude, and not forced to act. Some promoters, in order to raise the invitation rate, block the customers' way, and have a "no test, no way to go". This will make customers feel rebellious, and "must not go". At the same time, they will also give other people a very bad feeling, so we can stop them in time.

In order to improve the success rate of experience, we ask salesmen to invite customers to sit in the promotion area before they can experience. They should not stand on the road to take a casual test, which can easily lead customers to leave easily.

"Sit down and let your heart drop". The seller and the buyer can really feel like trading.

2.

(experience and communication)

This link is the key to the success of the promotion. The promoters must see, hear, reach, and reach.

"Keep your eyes open, listen to your ears," and observe the customer's words and actions, emotional changes, changes in the surrounding environment and various factors that influence the sales process at all times.

For example, when customers are frowning when experiencing, they may feel uncomfortable. They must adjust their strength and position until they are satisfied with customers. When they are making negative comments, it is better to take the "away" approach, that is, to make an excuse for your intention customers to experience and communicate in a distance. We call this behavior a "block gunner". This activity appears when a customer is ready to buy, listen to another customer next to say, "now deceive many people, think about it again" and give up the purchase.

When you find that customers are hesitant to buy, it is better to "advance order", that is, you should do the work that customers have already purchased, for example, ask for quantity of purchase, open receipt, etc. of course, these work must be done in front of customers, so that customers can understand and approve.

In the process of experience and promotion, attention should be paid to the two-way nature of communication. After your commentary, you should pay attention to asking questions for customers to answer or listen to customers' questions, and then answer them in detail, so as to find the best selling reason for customers.

In the process of experiencing communication, we should also pay attention to language guidance, such as "will it be too heavy?"

"Is it okay?" "is it comfortable?"

"If you are comfortable, just buy one. The whole family can use it. It's both affordable and convenient."

In the process of communication, we must also use vivid language to introduce products. Our original standard phrase is "quivering, refreshing," and "ten years less!"

Move and move, easy! "

Let some customers accept our products in a happy atmosphere.

Throughout the experience promotion, we not only emphasize that promoters must take every link seriously, treat every customer with diligently, but also have to grasp the time flexibly.

A salesperson was very conscientious and diligently, but he sold the least, because he only experienced four customers in more than three hours, and only one customer bought it. Later, we summed up a principle that the sales experience and sales time of each medium and low price massager can not exceed 15 minutes, especially when the traffic flow is large. Otherwise, a large number of customer resources will be lost.

3, after sale processing

When a product is sold, many people think that they have basically completed the sales promotion work. They often neglect the important items after sale. In fact, this is also a narrow understanding of some people's sales promotion.

Not only do we sell products on the spot, but also more importantly, we can gain more profits from the publicity and follow-up of products. After the paction, we need to complete the necessary procedures (warranty), complete the filling out of the customers' files (guide the customers on the basis of after-sale services), and explain to the customers that the staff are responsible for the quality of the products. Regular telephone follow-up will be conducted to avoid future customers' refusal to return calls.

At the scene, we also guide our customers to make vigorous publicity for products if they use good results, and we give certain material rewards to customers who make publicity contributions (generate sales). The incentive policy is not disclosed here, and other enterprises can formulate according to their own principles.

Postscript: we have achieved good results in 105 sales at the scene, and follow up.

After repeated purchases and customer promotion, telephone purchases reached more than 50. Some customers continued to buy our other products. Besides, employees also greatly improved their sales confidence through this promotion.

Today, there is a great challenge to the relevant enterprises and marketers, but the competition winners in any industry are the ones who do the best job.