How To Achieve Maximum Benefit Of Terminal Promotion

< p > we are talking about promotion in a narrow sense, that is, sales promotion (SP). As the name implies, effective promotion means that the sales promotion has achieved the expected goal. The final result of sales promotion is the promotion of product sales. However, the promotion of sales volume does not necessarily indicate that the SP activity has been successful. Why do we say so? We all know that there are many reasons for the promotion of sales volume through the SP activities, such as the repeat purchase of the original consumers, the grabbing of competing users, and the expansion of the overall industry share. What kind of sales promotion do we have to adopt to achieve the sales promotion? This depends on the sales promotion targets we set in advance, and we need to divide the sales promotion environment and consumer psychology.

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Before P promotion, we must consider why we should promote sales. What is the reason for "a href=" http://www.91se91.com/news/index_c.asp "promotion" /a "? What is the goal of promotion? Promotion goal is the call to action, immediate response from buyers, every promotion method will produce a specific response in the hearts of customers, but not all sales promotion means can create sales.

It is very regrettable that many companies do not consider or consider these at all. For example, some are just doing sales promotion because of the competition. The key is that you can do it. The key is how you do it. If you simply take the competition as your promotion, it will only go behind the backside. We should consider the reasons for the competition. It is the new market to attract consumers' attention, or the old packaging products exit the market? What are the consequences of the competitive product promotion, which will lead to our fixed customer pfer? It will expand the share of the industry? And so on, these should be factors to consider the promotion goals.

In addition, if we take the initiative to promote sales, we should set the sales promotion targets ahead of time. Only when the promotion goals are accurate can we choose effective promotional tools. Different promotional goals determine the difference of sales promotion tools.

When choosing effective promotional tools, we should consider the following aspects: < /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Product Brand < /a > maturity. The maturity of the brand has a great influence on the choice of sales promotion tools. For example, when the new product is listed, when most consumers do not have a price concept, choosing a special sales promotion form is purely suicidal, and the effect is very good by adopting on-site demonstration.

It has been seen that a milk powder manufacturer has developed a high price milk powder, and has launched a promotional campaign after the listing. The product has bought two gifts, but obviously the sales promotion is very vigorous, but the effect is very poor, with few attention and buyers.

The manufacturer of milk powder is choosing the promotion tool without considering the maturity of the brand. This is because some well-known milk powder manufacturers are doing a sales promotion of buying three gifts, and the effect is very good. That is, imitation has been taken to buy two to send one, hoping to win market share, but people do not know that they are mature brands. Now the buyers are mostly fixed consumer groups, and the product quality and price image have been set up in the minds of consumers. As a new brand, under the circumstances that consumers do not understand it, it is only in disguised price cuts that they simply can not attract consumers' attention, let alone purchase.

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< p > < a href= > http://www.91se91.com/news/index_c.asp > promotion tool > /a > should consider consumer psychology. Different types and levels of consumer psychology are also different consumers.

According to the use of products, we classify different consumers: loyal brand users, competitive brand loyalists, free people, price sensitive consumers and non users.

For example, for loyal brand users, we can consider promoting sales with members in the form of membership. For competitive brand loyalists, we can influence customers in the way of customer experience (trial, taste, etc.), like customers of free type, we can take promotional measures to raise consumer's attention.

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< p > the product life cycle stage also affects the choice of promotion tools.

In the stage of product introduction, the cost of advertising and sales promotion is very high. The choice of sales promotion tools at this stage should be aimed at promoting product trial.

In the growth stage, due to the word-of-mouth publicity of buyers, and so on, the market develops rapidly. At this time, we can appropriately reduce the promotion cost and choose a general promotion tool.

In the stage of product maturity and product decline, because of the increasingly fierce competition in the market, sales promotion costs will be increased during this period. The promotion tools should also be adjusted.

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< p > product positioning, product positioning for low premium products or high premium products also affect the choice of promotional mix.

Different product positioning determines different levels of consumer groups, and the same promotion mix should also be changed. Low premium products will be sold in a comprehensive penetration way, while high premium products will adopt high tactics.

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