The Way Out For Promotion: Three "One Project"

< p > the concept of promotion in the new era should be that sales promotion is a powerful weapon to communicate deeply with consumers on the basis of sales promotion such as discounts, prices, gifts, etc., in this process, it is easier to establish consumers' concern and understanding of brands and establish brand loyalty.

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Less than P, most of our sales promotions do not achieve loyalty and understanding to the brand. It seems that there is a reason for the loss of interest while there is a systematic pmission mode, which leads to vague, scattered and even incomprehensible sales information. Of course, there is no effective communication.

Transforming sales promotion from simple sales promotion tools to brand communication tools is the way out for promotion in the new era.

This is just like the concept of "popularization storm", which is just like we are designing the price reduction promotion of celebrity palm computers. It simply can not get consumers' understanding and even consumers' antipathy.

Of course, the promotion under the new concept requires more systematic, more complex, more scientific and targeted.

For this reason, the author puts forward the "three one" project, and hopes that on this basis, sales promotion will become a new tool to promote communication, enhance sales and maintain brand names. It is listed below: < /p >

< p > < strong > > a core: promote communication and build < a href= > http://www.91se91.com/news/index_c.asp > brand > /a > /strong > /p >

< p > promotion is a communication tool on the basis of price and giveaway. In this process, in addition to various forms of sales promotion, it is necessary to promote consumers' understanding and attention to brands, and gradually establish consumers' loyalty to the brand.

This is the highest level of promotion.

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< p > McDonald's is a typical classic of promoting sales and building brand.

Some people say that McDonald's is the largest hamburger manufacturer in the world, and is also the largest toy manufacturer in the world. While selling hamburgers, it is also trying to add a culture to Hamburg, so as to make hamburger more spiritual, and the way to promote it is to promote sales. For example, the introduction of Snoopy series (in fact, Snoopy has become a symbol of people's pursuit of spiritual pleasure) has played a great role in exploring the deep communication between brands and people's spirit, and on the basis of which, brand understanding and loyalty have been established.

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< p > < strong >. A system: scientific and efficient, step by step < a href= "http://www.91se91.com/news/index_c.asp > promotion system < /a > /strong > /p >

< p > first, we must realize that promotion is not just a simple discount and price reduction. It needs a scientific and efficient promotion system support.

This system not only takes into account the strategic and tactical problems with competitive brands, but also needs to gradually communicate with consumers through promotional information, so as to establish consumers' concerns and understanding of brands, and then maintain brands and promote brand marketing, so that sales promotion can become an independent system tool and serve marketing.

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< p > < strong > < < a href= > http://www.91se91.com/news/index_c.asp > > < /a >: < /strong > /p >

< p > a message comes from the promotion orientation.

The so-called promotion positioning refers to the promotion and promotion of the promotion system. All promotional forms and promotional combinations tell consumers a unified message and make the information relative to the core value of the brand, thus promoting consumers' understanding of and understanding of the brand while enjoying the benefits of the promotion, thereby promoting brand building, enhancing brand loyalty and accumulating brand equity.

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< p > for example, in the process of promoting the design of celebrity palm computers, we have designed a standardized annual promotion plan and promotion system, and try to make each promotional action convey a message - "higher quality and lower price", in order to balance and counterpoint with the palm computer expert of celebrity palm computer, so as to achieve the goal of balanced development between sales promotion and brand marketing.

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< p > under the guidance of this principle, we launched the first price war to the global peers, and the following promotional campaigns, such as universal storm, double sword action (price sword, lower price, technical sword, higher technology), "reality show" and "big move", which not only effectively promoted the sale of terminals, but also played a good communication effect on brands (such as extensive media coverage of sales promotion themes, such as "celebrities waving two swords, killing commercial outlets", "celebrities re popularize storm" and so on).

Similarly, price promotions, celebrities can promote the sale and brand communication in the process of price promotion. The two mistakes, especially the free dissemination of major media, have enhanced the professional brand image of celebrities. What kind of inspiration do we give to this celebrity? < /p >

With the development of brand diversification and market sophistication, the personalization of consumers is becoming more and more obvious. Especially the new generation of consumers who have just grown up, they have grown up with almost all kinds of promotions. The general sales promotion methods have not made any attraction for them, especially those of low-level promotion without systematic lack of communication, and it is even more impossible for P to produce ideal results.

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< p > although our promotions and promotions for celebrities are only the first attempt of "new promotion", after all, we have a start. At the same time, we also affirm that the "McDonald's" promotion that promotes sales and brand promotion will soon flow. The key is, are we ready? < /p > two.