The Way Out For Promotion: Three Projects

What is the promotion? What is the promotion experience? Long term sales promotion experience tells us that in the new market environment, promotion is not only a tool to increase sales volume, but it also makes the promotion level too low. There is no way out. Promotion is not a devil who hurts the brand. On the contrary, if it works well, it is a good tool to promote brand loyalty. McDonald's has established brand loyalty through continuous cultural promotion, and it has proved that it is successful.

New period Promotion The concept should be that sales promotion is a powerful weapon for deep communication with consumers on the basis of sales promotion such as discount, price reduction, gift and so on. In this process, it is easier to establish consumer's concern and understanding of brand and establish brand loyalty.

And 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 a less systematic dissemination mode 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 also like the price cut in designing palm computers for celebrities. Promotion At the same time, if we do not propose the concept of "universal storm", we 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.

Promotion is in Price On the basis of the communication tools such as gifts, in this process, in addition to various forms of promotion, in-depth communication with consumers to promote sales, it is necessary to promote consumers' understanding and concern for brands, and gradually establish consumer loyalty to the brand. This is the highest level of promotion.