promotion, as its name implies, is to promote sales, but the purpose is not only to boost sales, but more importantly, to enhance the reputation of the brand, so as to further expand brand loyalty and realize the sustained and long-term development of the brand.
many enterprises are trapped in a strange circle of not promoting sales but not quantity, frequently promoting sales and having no effect. It is often because there is no systematic planning of overall promotion activities, but they are confined to promoting sales for the sake of promotion. Of course, the effect of promotional activities is often influenced by product nature, promotional objectives, market characteristics, product life cycle and other marketing strategies. However, the promotion activities of consumer goods should basically be systematically carried out from the following aspects: the creation of terminal sales atmosphere, the notification of media propaganda, the design of promotion theme and the organization and management of personnel.
Creating the terminal sales atmosphere
According to the survey data, 65% of consumers are influenced by the terminal image and activities of products, and purchase transfer behavior occurs. Not paying attention to the creation of terminal sales atmosphere is the achilles heel of many marketers, which makes the products have no impression in the minds of target consumers. Some novel and unique products have been on the market for several months, and consumers actually 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 terminal sales atmosphere mainly includes standardized product display and terminal image packaging, which must be overwhelming and ubiquitous as far as possible, so that the products can form a shocking visual impact in the eyes of target consumers and leave an unforgettable deep impression. First of all, fully tap and make use of all the existing resources of the company, including sales AIDS and related expenses, and use good customer relationship, including dealers and terminal stores, to lay a solid foundation for the creation of terminal sales atmosphere. In the regional market, marketers must concentrate superior forces to support several terminals, and in line with the principle of doing one point and living another, achieve the goal of revitalizing the overall situation.
the creation of terminal sales atmosphere is not a simple task overnight, and it needs to be included in daily management and assessed. Otherwise, if the terminal sales atmosphere is created intermittently, it will inevitably lead to a 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 use POPs such as posters, paper racks and Yi Labao to carry out strategic packaging for core stores, key stores and general stores; The construction of durable terminal is to package the product image of the door head, background wall, light box, counter and other areas of various stores; Soft terminal construction is to mobilize all available terminal frontline personnel to focus on the terminal interception of products, such as distributors, shopping guides, promoters, salespersons and so on.
notification of media publicity
The effect of promotional activities is not ideal, largely because the information of promotional activities has not reached the target consumers at all, so it is naturally impossible to achieve the predetermined goals of promotional activities without foundation. The development of promotional activities must be combined with media propaganda, so that the information of promotional activities can be widely disseminated, and the target consumers can be induced to buy. It is also to gather the popularity of the promotion site and meet the pursuit of people flow and cash flow in terminal stores.
Media promotion does not only refer to TV advertisements
, it has more forms of expression, such as roadshows, newspaper soft articles, leaflets, post, handwritten posters, in-store broadcasts, store display screens, text messages and so on. Marketers should combine the characteristics of regional market and the actual investment of the company to draw up the most effective combination of media publicity and notification, so as to achieve twice the result with half the effort. Inside the terminal store, handwritten posters, billboards, banners, in-store broadcasts, in-store display screens, etc. need to be considered; Outside the terminal store, you can consider roadshows, leaflets, post, display screens outside the store, etc. At high altitude, we can consider: TV subtitles, radio stations, newspaper soft texts, short messages, etc., thus forming a three-dimensional cross-cutting publicity and notification model.
In media publicity, we should avoid wasting or not putting in place resources. First of all, we should consider the actual market situation, weigh the gap between our own products and competing products in market performance, and then combine the company's investment to draw up a phased media publicity implementation plan, that is, the publicity and communication plan for the foreshadowing period, the start-up period, the climax period and the closing period, and strive to invest limited resources in the core, key areas and stores, with a clear aim, and truly reach the target consumers effectively; In addition, it is necessary to avoid blooming everywhere, resulting in a serious waste of resources.
Design of the theme of promotional activities
Promotion is not carried out for promotion, but also shoulders the task of brand building. Promotion must have a theme, which is the soul of the whole promotion, and the purpose is to improve the brand reputation. Excavate the most inflammatory promotion theme from the hearts of target consumers, take this theme as the core of the whole promotion activity, integrate various marketing elements, form an interactive atmosphere with consumers at the terminal, maximize the psychological distance between consumers and products and enterprises, attract a group of stable loyal consumers, and thus most effectively promote the sustained growth of product sales performance.
the promotion theme should be considered from a time period, during which different themes can be designed, but each theme must be related, and the whole theme of the event comes down in one continuous line, forming a brand influence with shocking effect. The theme of promotional activities should be consistent with the brand appeal and positioning of products, so as to avoid giving the target consumers the impression of confusion or even confusion, and must be determined according to the company's overall brand strategic objectives; The theme of promotional activities is the key to impress consumers, and it must be close to the interests of target consumers, which is the focus of their attention, not for the boss; The promotion theme should be concise, prominent, creative and catchy, reflecting the core idea of promotion activities; The promotion theme should also make full use of current hot spots, such as Spring Festival, Mother's Day, Olympic Games, etc., which should have certain news value and attract the attention of public opinion to a certain extent.
there are three main types of thematic promotion activities: product-oriented promotion activities; Promotion activities with the theme of seasonal characteristics; Promotional activities combined with specific holidays, etc. It needs to be clear that the theme promotion activities are not simple forms of activities such as buying gifts, special offers and roadshows, but reflect the demands and positioning of brands and the interests of consumers around a series of themes.
People organization and management often a good promotion plan can't achieve the expected results due to loopholes in implementation and management. The key to the implementation effect of promotional activities lies in the execution of the organization. It is necessary to set up the organization of promotional activities in advance and clarify the division of responsibilities of personnel, so as to ensure the smooth development of the whole promotional activities through training and monitoring.
the organization of promotional activities and the division of responsibilities are the premise of stable and orderly activities. In terms of organizational establishment, there must be both the role of commander-in-chief and general coordinator, and the specific person in charge of each project. In the division of responsibilities, we should embody the clear principle and assign special personnel to take charge of it, so as to avoid unclear responsibilities and wrangling with each other. In the process of promotion implementation, the supervisor responsibility system should be implemented. On the one hand, the project leader must maintain the authority of the supervisor, on the other hand, the supervisor must be responsible for all events in his area.
the training of personnel system is the key to ensure the quality of promotional activities. Not only for the promotion staff, but also for all the staff involved in the promotion activities. Of course, the training contents of each staff have different emphases. Improve the professional quality of promotion personnel through training in enterprise background, product characteristics and promotion skills. And in the promotion activities, guide the promotion staff to pay attention to the psychological changes of consumers and adopt different persuasion methods according to the different personality characteristics of consumers. For other people involved in the activity, it is necessary to clarify the purpose, mode, theme, content, matters needing attention, overall process of the activity, handling of typical problems, problem feedback procedures, promotion management content, use methods of various forms, and relevant rewards and punishments.
strict monitoring measures are an important link to ensure the efficient development of promotional activities, which mainly include regular meetings, reporting systems and related reward and punishment measures during promotional activities.