How To Create Differentiated Marketing Strategies

　　 I. understanding sales promotion

I once saw a joke: a single mother needs to bring her children to pray before eating every time in order to give her son a thankful heart. One day, mother led the children to go shopping, the child was thirsty to drink, and mother bought a bottle for the child. Take the drinks, the children open to drink, "don't worry," mom said. "What's the matter, mother?" asked the child. "Did you forget to pray?" mother said. "Oh, pray for drinks too?" the child was puzzled. "Yes, come and pray with me: one more bottle, another bottle..." Of course, this is just a joke, but it reflects the far-reaching impact of sales promotion on customers.

So, Marketing Among the staff is the saying: " Promotion Promotion, promotion, sales, big promotion, big sales, small promotion, small sales, no promotion, no sales ", shows the market's dependence on sales promotion.

In fact, this is not unreasonable. There was such a group of data that China's Consumer It is impulse buying. Only 25% is planned purchase. Customers are influenced by the sales atmosphere, display, sales promotion, service level and so on. Therefore, the promotion of sales through promotion is a common method or skill adopted by many enterprises.

Promotion is to promote sales, that is, at the right time, at the right place, with the right way and strength, strengthen communication with customers, and promote customer purchase behavior.

Promotions can be divided into:

Publicity promotion: it belongs to advertising.

Listed promotions: new products are listed;

Quantity promotion: the aim is to expand sales volume rapidly.

Coping style promotion: resist competitors' needs;

Derogation promotion: cleaning up inventory or top stage products.

From the object of use, it can be divided into:

Channel promotion: sales promotion for distributors, distributors and retailers.

Customer promotion: promotion for consumers or buyers.

Understand the role, definition and classification of promotion, and how to effectively promote sales of products through promotion?

Two, promotion application skills

1, low cost promotion: two difference and two high rules

I have done more than ten years of marketing, summed up the low cost promotion actually in four words: two bad two high:

Poor: first, find a differentiated product, from brand, packaging, positioning, specifications, functions and so on, find out the difference between competing products, these contents have been described before.

High: high price, as long as the product is differentiated, we can take skim pricing, that is, high pricing, the people believe: one cent, one point goods, cheap not good goods, good goods are not cheap.

High: high promotions, high pricing, does not necessarily mean that the difference should be regarded as profit margins, but also part of the market to invest in marketing.

Poor: promotion differentiation, I once wrote to a magazine an article on promotion differentiation: the last redemption of promoting sales, which said that the promotional effect is not ideal and has a great relationship with the homogenization of sales promotion. Therefore, we should distinguish the competitors from the promotion theme, promotion form and promotion content.

For dealers, if we can thoroughly understand the "two difference and two high" rule, enterprises allow them to make the two pricing, then, without resources, they can also come from this way of operation to create resources, or to have resources from the market.

　 2, chain promotion, interlocking, to promote sales to add.

When I was giving lectures to Samsung in South Korea, I went to a home appliance store to see the terminal. I found a promotion company selling water dispensers on Yi Bao Bao: "758 yuan = warm vertical drinking water machine + a cooker + a rice cooker + kitchen utensils". How do you guess the result? I stood there for more than an hour, and a total of six customers bought the product of this company. After I went back, I searched the Internet for less than 600 yuan, but the customers liked the former promotion. In fact, the company adopted a series of promotions, giving customers a sense of advantage through addition.

In the circulation market, if we want to sell our products, especially those from our competitors, we can also adopt a chain promotion and interlocking mode when we distribute goods at ordinary times, especially when we have new products. For example, when the product is being sold, how many products can the channel purchase at once, then send a promotional product (which can be designed with different levels, different prizes, and cumulative), how many boxes can be sold in a month, how much money will be rebate, how many boxes can be sold by the end of the year, and how many boxes will be sold, and then a prize tour will be made. This will be very attractive, which will enable many channels to become specialized dealers and indirectly exclude competitors.

3. 5W2H rule of promotion

An effective promotion plan must follow the 5W2H rule:

WHY: why do we do promotions? Are we fighting against competitors or new products? Or do we increase sales and profits? We must understand the purpose of sales promotion and not promote sales promotion.

WHERE: where can I do the promotion? Is it in the store or in the supermarket chain, or in the community or family area?

WHEN: when do we do sales promotion? Is it the timing of promotion, holidays, weekends or other times?

WHO: who is going to do sales promotion? Is it a manufacturer or a dealer? Who will be responsible for the specific departments involved in the promotion project? For example, who will contact the venue, who will coordinate the government departments, who is responsible for helping to sell material distribution, who is responsible for on-site promotion, and so on.

WHAT: what promotions do we do? Are we buying gifts or discounts? Are we doing road shows or raffle?

HOW: how to do it? What is the theme of the promotion? What are the key points in each stage?

HOWMUCH: how much is the cost budget? How much is the cost of the venues, labor, materials, samples, the performance group involved in the performance, and so on? Finally, there must be sales volume estimation and cost rate calculation after promotion.

Of course, after the implementation of the sales promotion, we also need to conduct an assessment and assessment to facilitate the promotion of the next promotion.

Only by following the above principles can we achieve the purpose, plan, step, arrangement, implementation, inspection and promotion. Only in order can we achieve effective results.

　　 Three. Advertising communication skills

In fact, generalized promotions include advertising and public relations besides the conventional promotion mentioned above.

1, refining differentiated product appeals.

Advertising leads consumption and effective advertising is a stepping stone to enter the market, and if advertising wants to be effective, it must have a differentiated product appeal.

What is differentiated product demand? Let's take a case of melatonin. Melatonin is a health product, but it has produced a differentiated product appeal - the concept of gifts: this year's Festival does not receive gifts. "Afraid of getting angry, drinking Wang Lao Ji" and so on, this is the differential product demand dissemination.

2, advertising communication should be adapted to local conditions.

Advertising communication must be adapted to local conditions, for example, there should be some difference in the way of communication between urban and rural areas. In cities, the way of transmission through television, newspapers and radio stations can play a good role in propaganda, but in rural areas, if television or newspapers are used, the effect will not be obvious. For example, many enterprises are keen to advertise in CCTV, but if the product is aimed at the common people, the effect will be greatly reduced. Why? Some enterprises in the city use hip-hop, roller skating and other forms of activity. They must be like monkeys in the countryside. They can't understand or appreciate it.

Therefore, there are different forms of communication in urban and rural areas. For example, if you want to do terminal promotion in rural areas, you can take the following ways:

First, you can use wall advertising to place your wall advertisements in national highways, provincial roads, hotels, restaurants and gas stations. They can also be spread through wall advertisements in densely populated areas such as crossroads, fairs and schools in some counties and townships. Konka color TV and Hualong instant noodles are good publicity effects through this wall advertisement.

Second, we can use publicity pages to make and distribute leaflets that farmers can understand and conform to farmers' aesthetic standards. The best way to do this is to use three oral liquid, which is a publicity tabloid, and has made a good sensational effect.

Third, you can use body advertisement to drive carbody advertisements on the main trunk buses in towns and townships by car stickers or vehicle jets. Carbody advertising is a mobile carrier. Wherever you go, publicity will go.

Fourth, you can also use the size of the advertisement, but in the use of cloth advertising, it is best to use red, yellow, do not use black and white, which is taboo in the countryside. At the same time, if we want to form a certain visual stimulation effect, we must have a certain amount of cloth and choose a better hanging place, such as main street, government doorway and so on.

Other media can also choose small gowns such as blouses, gowns, small towns and townships, shop fronts of villages and towns, publicity columns at the gate of the township government, etc., which are available and effective forms of publicity. Of course, the actual operation should be integrated and utilized in an all-round way so that the effect can be maximized.

Four, public relations skills, public welfare marketing.

If you do a metaphor about promotion, you can say:

Advertising is to let customers know you; sales promotion is to let customers like you; public relations is to let customers love you.

Why is love? That's because public relations or public service marketing can enable enterprises to give back to society, reflecting the sense of corporate social responsibility. Which customers do not like a product manufacturer with a sense of social responsibility?

The reason why Wang Laoji could break through the 10 billion sales mark in 2008 was related to the donation of more than one hundred million of his Wenchuan earthquake. Take me for example. In July of that year, I taught three days in Nanning, Guangxi, and I drank eight cans of Wang Laoji. Not only did I drink, but I also advised everyone to drink together. That's because I felt that this company was very kind and should support it.

Therefore, enterprises can create a responsible and rewarding corporate image through public service activities, Thanksgiving activities, reward and profit making activities, and constantly enhance the visibility and reputation of enterprises, and maximize the economic and social benefits.