Promotion Strategy Series Under New Economy

　　 I. sales volume

It is more scientific to evaluate sales promotion from sales volume. Scientific evaluation of sales promotion can also be carried out from quantitative indicators.

Because of the difference between the form and content of promotion, the standard of evaluation is also different. For example, some promotional activities can immediately pull sales, such as price promotions, increase in volume without price increases, sales volume can be reflected in a short time; but some promotional activities need a cycle, such as Lenovo Inc for each store's on-site promotion, the main purpose is to let more consumers understand the existence of Lenovo stores, in order to promote sales under the role of strong brands, consumers' immediate benefits will not be immediately reflected. So this promotion usually takes about a month, and sales volume will be more obvious.

For example, on-site sales promotion, on-site sale of products, is directly based on the sales of the site to evaluate the success of sales promotion or not.

To evaluate the success of sales promotion from the sales volume, we need to make a scientific analysis according to the specific circumstances. We should try our best to position the quantitative indicators scientifically and accurately.

　　 Two: Communicate Fixed number

Promotion is to create an opportunity to communicate with target consumers. In the new economic situation, the product diversification and choice diversification, consumers have more choice opportunities for products. How to communicate effectively with consumers has become an important goal of promotion.

For example, the distribution of all kinds of small packages on new product launch is aimed at striving for a chance to communicate with consumers and try to have a deeper understanding of products while consumers try products.

Another example is the on-site SHOW of the computer. Because the computer is a high-tech product, consumers need to have a personal experience in addition to having a certain understanding of the brand and function. The realization of this opportunity is mainly based on a variety of on-site promotions or on-site SHOW and promoters' on-site explanations.

Taking communication as a quantitative index, it is more difficult to measure. By tracking and visiting some consumers, we can calculate the index of consumer's understanding of products, purchase ratio and so on through a promotional process.

Jianmin Gan Gan Ning has held a large-scale consultation and promotion of liver experts, inviting experts from the provinces and cities to provide free consultation and on-site free testing of liver, giving rehabilitation information and other means to achieve zero distance communication with target consumers.

　　 Three: recall rate

If once Promotion behavior Without giving any impression or impression to consumers, it is no doubt that the promotion itself is not very successful.

The test standard of recall rate can be achieved by tracking some consumers. The main content of the test is the recognition, reputation and association of promotion.

For example, a big book of diabetes rehabilitation guide, which is given by some drug, will help consumers understand "how to treat diabetes is scientific?" "how can we effectively control complications?" and "how to avoid side effects in diabetes treatment"?

The recall rate test of such promotions is actually relatively simple, and can be achieved through questionnaires and tracking. If the recall rate is merely that the memory of the book itself is not enough for the brand, or it is not clear, it will not achieve the desired result.

　　 Four: expand

　　 Promotion It can expand new user groups and expand market share.

In the promotion process, through various means, striving for more consumers to participate, has a certain effect on the expansion of consumer groups. Especially through the on-the-spot exhibition and explanation, discount, free trial and so on, it is a good way to expand the target consumer groups.

The main purpose of the free distribution of shampoos, such as the newly released shampoo, is to expand the trial rate and expand the market through promotional activities.

　　 Five: repeat purchase

There is such a survey: most of the promotional activities have aroused the desire of existing consumers to repeat purchases, but the expansion of new target consumers is not very effective.

This shows the importance of promotion to the consolidation of existing consumer groups. Therefore, it is necessary to evaluate the success rate of a promotion by using the repeat purchase rate of existing consumers.

In particular, when competitors want to separate themselves from the market, it is very important to promote consumer repurchase as a quantitative indicator of promotion.

Of course, some analysts believe that for highly loyal consumers, even if they do not promote sales, they still need to consume your products. The idea is a little negative. It is also necessary to properly give the existing target consumers certain benefits to consolidate the existing consumer resources.

As a few elements of the promotion effect measurement, enterprises can scientifically evaluate the promotional effect according to different promotional forms and promotional purposes.

The reality of the new economy is that it is difficult to achieve the desired results by promoting sales by feeling alone. We also need to constantly summarize and measure, find a most suitable way to promote sales, on the one hand, crack down on targeted marketing of competitors, on the other hand, increase market share and expand sales volume.