How To Improve The Execution Of Promotional Activities

< p > how to implement effective execution? When the event is implemented, the headquarters should communicate with the executive personnel initiatively, briefly describe the importance of the sales promotion activities, unify the executive's thoughts, knowledge and direction, and urge the market front line to actively implement the sales promotion plan of the head office and ensure the effective implementation of the promotional activities.

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< p > 1. The feasibility of the promotion plan is the premise for effective implementation of the sales promotion execution.

There is such a story that a rat family convened a brainstorming session against cat hunting.

After a whole day's hard work, I finally came up with a plan that they thought was the best solution, that is, cling to the neck of the old cat. When the cat was preying on it, the rats could run away by the jingle bell on the neck of the cat.

But when they were cheering for joy, one of the family members suddenly said, "who is going to cling to the old cat?"

This fable profoundly illustrates that no matter how good the idea is, if it lacks feasibility, it will be futile.

Therefore, as the planning department of enterprises, we must adhere to the principle of implementing the first and creativity second.

When planning sales promotion plan, we must base ourselves on the front line of the market, especially communicate with the marketing executive personnel in the front line of the market, and work out a feasible scheme to make it easy for the manufacturers to monitor and facilitate the participation of customers.

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< p > two, in-depth communication and unified thinking is a powerful guarantee for the implementation of sales promotion.

First of all, when many enterprises carry out promotional activities, they often fail to fully understand the sales promotion plan and act hastily.

Before the event is launched, the relevant personnel should be summoned to discuss the in-depth communication of the activity plan, understand the essence of the activity plan, and fully understand the implementation details of the activity mode, time, promotion product, personnel division, target group, cost and area, so as to ensure that the sales promotion plan can be fully implemented.

Secondly, enterprise sales promotion is a basic marketing work, cumbersome procedures, many links, requires a lot of manpower, material resources, and financial resources, easy to attract the market executives to feel disgusted and evade, and even some market executives rely on the so-called high mountain emperor far, will not be ignored in the fate of the foreign company, ignore the head office's sales promotion "decree", in the promotion process of implementation, acting as Mr. Dong Guo, indifferent and redundant.

Therefore, supervision and management is an important measure to ensure the effective implementation of the implementation project. Guangzhou Tong Yi Information Technology Co., Ltd., aiming at the implementation of the project, numerous projects, difficult statistical analysis, large mobility and high difficulty in human resource management, has implemented the project management information platform under the professional line. The mobile Internet combined with the Internet technology helps the offline implementation companies to control the promotion activities of the terminal stores quickly and conveniently. As the saying goes, there are no rules, no Cheng Fangyuan.

In the process of implementation, if there is a lack of supervision and management mechanism, many behaviors may deviate from the direction and reverse the trend.

The promotion market is more extensive and the market frontline executives are far away from headquarters. If there is no effective promotion supervision and restraint measures, some executives may ignore the sales promotion plan at headquarters, which may lead to poor execution of activities and serious cost of promotional expenses.

Through the project management information platform, the company headquarters can maintain exchanges with the market frontline, ensure the smooth promotion of government decrees.

Through timely feedback and analysis and summary of promotional information, we can quickly and comprehensively understand the market reaction situation in various stages of the market, such as cost utilization, promotional materials input, retail store material statistics, warehouse storage and shortage, competitors' products and promotional information.

Timely monitor market promotions and promote smooth operation.

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< p > three, < a href= "http://www.91se91.com/news/index_c.asp > > performance appraisal < /a > is an effective mechanism to promote the execution of sales promotion.

Performance appraisal is the specific requirement of promotion execution target, and is the yardstick for promoting rewards and punishments.

The formulation of performance standards should reflect the feasibility and feasibility of qualitative and quantitative assessment.

The specific examination contents are as follows: < /p >

< p > 1, promotion site performance: promotion site coverage rate, sales promotion atmosphere, such as vivid publicity, promotional product display and so on.

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< p > 2, promotion effectiveness evaluation: contribution rate to product sales, effective promotion of brand, reaction degree of competitors, etc.

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< p > 3, promotion cost management: promotion cost, unit promotion cost, different sales promotion fee structure ratio and so on.

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< p > 4, promotional material management: promotional materials receiving and dispatching management process, system, promotional materials contribution to the effect of the activity ratio, the use of promotional expenses and so on.

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< p > four, < a href= "http://www.91se91.com/news/index_c.asp" > promotion > /a > Customer Management: promoting sales point < a href= "http://www.91se91.com/news/index_c.asp" > Customer Relationship < /a >, striving for customer support for sales promotion activities, preventing customers from intercepting and promoting sales resources.

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< p > five, promotion personnel management: clear promoters post responsibilities, business assessment standard setting, business tracking and supervision.

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< p > promotion performance evaluation should be regularly implemented to evaluate the effect, constantly sum up the achievements and shortcomings of each promotion schedule, and make corresponding adjustments according to the market changes.

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< p > promotion plan and execution power are like the relationship between soul and body. Without the body (or physically defective), the soul will not be able to speak or act, and can not express the meaning of its existence.

Therefore, when formulating a promotion plan, enterprises must strengthen the executive power of sales promotion, take effective measures to integrate promotional resources, and promote the effective implementation of promotional activities.

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