Enterprise: Promotional Gifts Are Not Included In The Expense Assessment

Some time ago, I bought cosmetics of a certain brand for my wife in China Resources Vanguard Supermarket. I saw that the brand was doing promotional activities, and there was a sunshade and a cosmetic bag that could block ultraviolet rays. When I asked the shopping guide, she said that there was only one cosmetic bag as a gift now, and there was no sunshade now, so I said, "Gifts are not called expensive or cheap. If your company can do this activity, it should have a relevant budget. How could it be that there were no gifts just after the activity?..." It may be caused by the enterprise's failure to do a good job in the relevant budget, but at the same time, many shopping guides reduce the distribution of gifts when they see how good you are, When the customer emphasizes the need for the gift, the shopping guide will also give it. Shopping guides do not give gifts according to the company. First, they can fill their private pockets or send them to friends. Second, they may transfer the gifts to other products. As I know about terminal shopping guides, most of the gifts are filled by the shopping guides, and some are even sold in other places.

This is true in the cosmetics industry, as well as in the spin This is especially true in the industry.

Now commercial competition can be said to be terminal competition. Modern channels occupy the mainstream channels, terminal resources are limited, and all brands are stepping up the battle against the terminal market. The enterprise guides the purchase on the terminal, promotes vigorously, and expects to occupy the terminal in turn. In the terminal war, the importance of shopping guides has gradually been recognized by enterprises. Some enterprises have hundreds or even thousands of shopping guides, a vast army, which is difficult for enterprise management. Especially in festivals, enterprises will give out a large number of gifts to cooperate with terminal promotions. The management of gifts, how to make gifts play a real role, is a weak link in the terminal management of enterprises.

Current status of gift management on terminals

Sales promotion is a common form of promotion for every manufacturer at the terminal. A good promotion can not only attract consumers and promote sales, but also indirectly improve brand image and professionalism. In reality, the cost of promotional gifts is growing year by year, and the loss of gifts is the biggest problem encountered by the terminal in the management of shopping guides. The terminal enterprises spend a lot of manpower and material resources to design gifts more and more personalized, and the cost is higher and higher. To a certain extent, The enterprise's management level of terminal gifts can be seen from the enterprise's management level and the quality of the enterprise's terminal shopping guides.

Promotional gifts are not included in the expense assessment

Generally speaking, gifts should be included in the marketing expenses. Because of different management systems, most enterprises include gifts in the marketing expenses. In this way, some gifts are distributed by the headquarters, while others are purchased by the headquarters according to different regions. In this way, this expense is generally not assessed as an expense to the year-end expense. In this case, sometimes regional leaders will also take advantage of opportunities and use gifts for other purposes.

Gift collection lacks necessary collection system

At present, most enterprises in the market follow this process for gift collection:

Manufacturer - shopping guide - consumer

Shopping guides are distributed in every corner of the market. It really takes a lot of time for enterprises to really manage these shopping guides. Shopping guides are generally assigned by enterprises, which are responsible for more in-depth work such as product knowledge training, shopping guide ability improvement, team building, etc; The mall is responsible for daily management. When the shopping guide takes away the gifts, it only needs to sign on the collection form. As for how to use them at the terminal, the enterprise knows very well. The signature alone can only indicate that the shopping guide took away the gift, not how she used the gift.

How to use gifts sometimes turns a blind eye to the business. It is all based on the report of the shopping guide. The enterprise has not established a account for the use of gifts. Whether the gifts are given because the customers are difficult to handle them or they are actually used. When I visited the market, I often found that the shopping guide would decide how to distribute gifts according to whether the customers were difficult to deal with. Some even gave them to their own people as gifts. These are all made without strict supervision.

The shopping guide did not manage the gifts, and the loss was serious

Since there is no strict process for the receipt of gifts when they enter the store, they only enter the store as promotional materials, and no one carefully checks the specific quantity. Some even say that they are gifts, and they can enter the store after pasting the words "gifts". Since the entry of gifts cannot be used as payment for goods, and the store should not be responsible for the loss of gifts in the store, the store does not care about the situation of gifts, It is all up to the shopping guides to manage the gifts.

Due to the oneness of promotional gifts or the large gap between promotional gifts and consumers' expectations, the effect of free gift promotion on the terminal is not obvious. At the same time, the high turnover rate of gifts on the terminal is also a reason. Some enterprises do not advocate the use of free gift promotion. In order to increase the use rate of gift promotion and fully reflect the efficiency of gift promotion, the key is to manage gifts. The management of terminal promotional gifts can be started from the following aspects.

Establish a reward and punishment system to strictly manage gifts

The shopping guides are all from different places with different qualities. First, they should be trained to tell the role of gifts in the terminal and how to use gifts. Secondly, don't be optimistic that everyone will abide by the company's regulations, but set up a management system to strictly regulate the application and filing of gifts collection and use. And tell me what kind of punishment will be imposed if the company violates the system on the use of gifts. Let them know what must be done, rather than wait until a problem occurs before deciding on punishment.

Establish a supervision mechanism to effectively prevent the loss of gifts

A good system alone is not enough. Someone should supervise the implementation. You can hand over the management power to the business or supervisor to supervise the use of terminal gifts. For example, if cash receipts are required for gift withdrawal, it is called checking whether cash receipts are consistent with gift distribution.

Give it to the store management

When the management power is handed over to the store management, the store will manage the gifts. The store also hopes to have similar promotional activities, which can drive the popularity of the store. At the same time, the store also feels that the enterprise supports the store very much. Of course, giving gifts to the store does not mean that there is no need to manage the gifts, but also to stipulate the distribution process of the store and collect receipts for inspection.

Formalize the packaging of gifts

In recent years, in order to effectively manage gifts, many enterprises directly bundle gifts and goods when they leave the factory, so that there will be no perceived factors blocking gifts. At the same time, consumers will also see gifts intuitively to improve product sales.

Gifts management is easy to become a dead end in terminal management and is not valued by enterprises. Enterprises need to strengthen management in this regard and give full play to the charm of gifts in terminal sales.