How Can Summer Dress Promotion Achieve Twice The Result With Half The Effort?

Summer

Promotion, general sales promotion is an incentive to create an immediate sale for the main purpose, to provide an additional value or additional reward to the consumer.

The promotion of any product should be a continuous strategy. As part of the "pull" strategy, it brings distinctive brand preferences to consumers and enables the brand itself to develop and enhance.

A reasonable promotion can create long-term brand preference for consumers and help companies achieve the ultimate goal of selling at a premium.

Promotion activities are not isolated, and sales promotion plans should be successfully integrated into the annual, quarterly and monthly advertising plans. Each activity should have reasonable reasons and concepts. The theme of promotion must be linked to advertisements and the theme should be unified as much as possible.

Every promotion must have a clear goal in order to get trial and repurchase, and increase the consumption of the brand that has been launched, and maintain the existing customers.

Sales promotion for products and consumption needs

Promotion should be subdivided into different products, and the sales target should be further segmented.

It is based on meeting the needs of loyal consumers who are more profitable to their products, rather than treating all customers equally.

For example, in April 2004, Guangdong Mobile launched a large-scale Shenzhou public card promotion campaign. In this activity, tariff reduction is no longer the focus. Super value purchase has become a new "protagonist". The purchase of the phone has been greatly reduced by two or three lines through a low amount of prepaid telephone privilege.

Consumers are burdened with the purchase of mobile phones.

To this end, mobile has purchased 300 thousand mobile phones specially, while Volkswagen users can not only enjoy super low price while buying a machine, but also get the highest cost of 550 yuan.

Guangdong Mobile's subdivision of sales promotion, from "global connect" to "Shenzhou Volkswagen card", China Mobile has been trying to promote more subdivision of mobile phone users through promotion subdivision under the promotion of market demand.

Adopt a dynamic promotion strategy.

Promotion activities should be based on enhancing customer loyalty to products or brands. Enterprises should adopt dynamic marketing strategies to encourage consumers to repeat purchases and long term patronage, so as to avoid falling into the trap of marketing sales.

In addition, we should also pay attention to regional strategies, and activities should be determined according to the maturity and competition conditions of various regions.

The Zhengzhou cigarette general factory launched the new gold leaf Dahe in May 2004. It launched a continuous sales promotion campaign for the terminal merchants, from the terminal guidance plan at the initial stage of the product launch to the merchant grading award after 3 months, as well as the buying and selling activities stimulated by merchants through commercial channels. The phased dynamic promotion strategy made the sales volume of products increase gradually.

However, when the new product market is relatively weak, enterprises stop all sales activities without permission, which results in a great fluctuation in sales volume. The reason is that the new product promotion is in the stage of forming the sales force. If we adopt a sweeping approach to sales promotion, it will inevitably lead to this embarrassing situation. Fortunately, the incentive plan for the top grade new products will be kept up in time to avoid the downward trend of sales volume.

Personalized innovation of sales promotion

Promotion can be borrowed from personality.

By grasping the favorable opportunities, places, personas, events, forms and other carriers, we can reflect their characteristics and personality to products, so as to achieve the effect of promotion.

For example, when the new cellar was launched, the old method and idea of buying one gift and one gift were introduced.

As long as consumers drink a bottle of a place in a hotel or restaurant, they can get a bottle, but the site can not be opened, they can be brought home, or they can be sent to friends. As long as they leave their friends' addresses, the promoters will deliver the gifts on time according to the address.

This is a way to promote the sale of new products through the use of consumer sites through promoters and consumers to jointly deliver information about products and activities.

At the same time, promotional prizes should complement each other's products, so that promotional objects should pay attention to the reward value provided instead of being regarded as an additional reward, instead of adopting a seemingly popular "promotion" approach.

Previously, a local liquor in Anhui has done such a promotional activity. Consumers can get a bottle of 250ml bottle of foreign wine by buying a bottle of white wine.

This way has always kept me in mind that consumers at that time had a sense of craving for foreign wine, and this bundled innovation just satisfied consumers' curiosity, and was also favored by many female friends.

The personalization of sales promotion should embody brand personality and provide brand preference by providing commitment related to product or brand image.

The sales promotion tool should try to disseminate the unique quality or function of the brand.

With the help of the 2004 Athens Olympic Games, Coca-Cola enabled the Red Army to occupy the eyes of the people of the world. It issued 3 Olympic commemorative pots which are of great significance as the top promotional products, recording the classic moments in the history of Chinese Olympic Games, which can be described as the most influential promotional souvenirs in 2004.

This initiative maximizes sports.

It is of great value and realizes the long-term and systematization of sports marketing.

Pay attention to promotion management execution

The promotion activities focus on implementation. Every link must have specific measures, specific arrangements, and specific people responsible.

"Unless I can make this plan really turn into reality, what I am doing now has no real meaning at all."

When promoting sales, do not embarrass the customers, let customers easily get rewards and gifts.

Many product promotions are successful because of their tedious work and poor execution.

The gold leaf brand of Zhengzhou cigarette general factory has done a lot of work on effective distribution, establishment of archives, product publicity, display and maintenance, promotion management and so on.

For this reason, the enterprise has set up various executive teams, and each group has been working with each other.

The development team carried out the propaganda of grading reward, and rewarded the effective merchants in batches. The "three big" management group carried out the on-site promotion, promotion and patrol management of the key business people, carried out key management on the special channels such as supermarkets, hotels and other sales channels before the sales volume, and launched the gift giving and visiting activities. The key shopping malls and large supermarkets distributed on-site shopping guides, and launched a large-scale brand image publicity campaign in the key bar (DISCO).

The information group is responsible for information collection, market research and customer file establishment, providing strategic support for the implementation of regional market operation decisions.

Implementation depends on details and details will win the operation of the achievement system. These clear and orderly execution processes will undoubtedly win good market performance.

Using integrated marketing to enhance brand value

Try to avoid individual promotion and adopt integrated promotion.

In May 2004, Kangshifu introduced a new product, X, which sponsored the "beach volleyball match in Guangzhou, Hong Kong and Macao in 2004". At the same time, it also held a flying performance of "running XPARTY, soaring the world".

In order to promote this kind of event, Kangshifu used sports marketing, joint marketing, beauty marketing, game marketing, detail marketing and other means to meet the psychological needs of different promotional objects, and achieved the maximum promotion effect.

The biggest threat to excessive use of marketing is to cause dilution of brand value.

Brands that rely on promotion and promotion may lose the value that consumers can perceive; consumers often refuse to buy the brand because they are selling at a low price; the purpose of consumers' purchase is to get preferential treatment, and when they do not have additional promotional incentives, they turn to other brands.

Therefore, four points should be avoided in sales promotion: first, keeping up with the old, not innovating, or having adopted other brands or giving consumers a similar feeling; secondly, they can not be convincing and make people drowsy, such as coupons; thirdly, cheap small gifts are common faults in sales promotion; 4, high winning probability.

The three elements of successful promotion are: 1. Having a unique premise, providing high and desirable bonuses; two, believing that there are fair winning opportunities; and three, easy participation.

To improve the effectiveness of sales promotion, we need to design and implement promotional activities from the following aspects.

1) multi level integration promotion: changing past promotional activities is always a phenomenon of "a few unhappy families", from the point of providing sales promotion to the interests of design promotion, so that consumers can have autonomy to meet the needs of consumers at all levels.

2) multi stage integration promotion: change the randomness of sales promotion, integrate at the time level, and integrate the promotion timing to synthesize a clear and fluctuating promotion line, which not only catches every sales opportunity, but also has a unified theme, accumulating promotion effect and forming brand effect.

3) multi-channel integrated sales promotion: effectively integrate shopping malls, restaurants, supermarkets and other sales channels to ensure consistency of all channel information and consistency of execution.

Besides, media support is of decisive importance in coordinating sales promotion activities.

Product promotion information can be released in brand and product newspaper advertisements, the internal support of brand and product advertisement to consumers, and the acceleration power of promotion information to consumers.

At the same time, attention should not be paid to retaliatory sales promotion with competitors, but to the trap and spiral of price war and promotion war.