What Are The Problems Of Promotion?

Many companies are not in business.

It is often due to the lack of systematic planning of the overall promotional activities, but rather limited to promotion in order to promote sales.

Of course, the effect of promotional activities is often influenced by product nature, promotion goal, market characteristics, product life cycle and other marketing strategies.

However, the promotion activities of consumer goods should be systematically developed from the aspects of building terminal sales atmosphere, notification of media publicity, theme design of sales promotion, and organization and management of personnel.

Construction of terminal sales atmosphere

According to the survey data, 65% consumers are affected by the product's terminal image and activities, and purchase pfer behavior occurs.

Ignoring the terminal sales atmosphere is the Achilles' heel of many marketers, so that products do not have any impression in the minds of the target consumers.

Some new and unique products have been on the market for several months, and consumers still don't know the existence of this product.

Therefore, the creation of terminal sales atmosphere is the premise of promotional activities, aiming at improving product awareness.

The creation of atmosphere mainly includes product specification display and terminal image packaging. We must try our best to reach the momentum of overwhelming, mountainous and ubiquitous, making the product produce a shocking visual impact in the minds of the target consumers, leaving an unforgettable impression.

First of all, we should fully exploit and utilize all the existing resources of the company, including the marketing products, related expenses, and the good relationship between the customers, including the distributors and the terminal stores, so as to lay a solid foundation for the creation of the terminal sales atmosphere.

In the regional market, marketers must concentrate their strength and support several terminals. In line with the principle of "one point, one point, one point", the marketers can achieve the goal of revitalization of the overall situation by taking points, lines and surfaces.

The creation of terminal sales atmosphere is not a simple task, but needs to be incorporated into daily management and assessed.

Otherwise, if the construction of terminal sales atmosphere is intermittent, it will inevitably result in waste of resources, and the final effect will be wasted.

The construction of terminal sales atmosphere includes conventional terminal construction, durable terminal construction and soft terminal construction.

Conventional terminal construction is to make strategic packaging for core stores, key stores and general stores by poster, paper rack, and pop, etc. durable terminal construction is to pack the product image of all kinds of stores, such as doorways, background walls, light boxes, counters and so on. The construction of soft terminals is to mobilize the strength of all the available front-line personnel, focusing on the terminal interception of products, such as distributors, shopping guides, promoters, salespersons and so on.

Notification of media publicity

Promotional activities are not ideal. A large part of the reason is that sales promotion information is not conveyed to the target consumers at all.

The promotion of promotional activities must be combined with media publicity, so that the information of promotional activities can be widely spread, and the purchase behavior of target consumers can be induced. It is also aimed at condensing the popularity of the promotion site and satisfying the pursuit of the terminal stores for the flow of people and cash.

Media publicity not only refers to TV advertisements, but also has more manifestations, such as road shows, newspaper soft articles, leaflets, Post newspapers, handwritten posters, shop radio, store displays, text messages and so on.

Marketers should combine the characteristics of the regional market and the actual input of the company to draw up the most effective media announcement combination so as to achieve twice the result with half the effort.

In the terminal stores, we need to consider handwritten posters, Kanban, banners, shop radio, store displays, etc., outside the terminal stores, we can consider roadshows, leaflets, post offices, display screens, etc. at high altitude, we can consider: TV subtitles, radio stations, newspaper soft articles, short letters and so on, thus forming a three-dimensional cross propaganda propaganda mode.

In media publicity, we should avoid wasting resources or not in place.

First of all, we must consider

The actual situation, weighing the gap between the products and competing products in the market performance, and then combining with the input of the company, draw up the implementation plan of the stage media publicity, that is, the propaganda and communication plan of the paving period, the start-up period, the high tide period and the ending stage, and strive to devote the limited resources to the core, key areas and stores, and have a definite object in view, so as to truly achieve the goal of reaching the target consumers effectively. In addition, we must avoid all kinds of flowers, and cause serious waste of resources.