1. Planning preparation stage: Make a detailed promotion plan, which must be considered comprehensively to ensure the smooth and effective implementation of the promotion activities. You or a planning team will work out a plan from purpose, preparation, implementation, cost to effect evaluation and measurement, and submit it to the upper level for research, decision-making, modification and implementation.

2. Preparatory stage: This stage involves complex but very important work.

(1) Select the appropriate promotion time and place: special date (holiday), time period, how many days to last, how many promotion points to set, main venue setting, personnel allocation, commodity distribution, bonus rules and quantity restrictions, etc.

(2) Equipment and articles: exhibition stands, banners, arches, balloons, pull-ups, posters, leaflets (color printing or black and white), small package samples, sound-hearing shocks (which can be replaced by loudspeakers), and other gifts-bundling gifts, buying several gifts, participating in the lucky draw and so on. According to the overall situation and the company's economic strength, select and arrange reasonable preparation and usage.

(3) Personnel: Selection and arrangement of sales promotion personnel. If you want to organize programs, games and activities, you can consider inviting guests and hosts (a little famous and low cost), and ask the promoters to decide the number according to the situation (it is recommended to invite college students, which is more reliable and cheaper).

(4) publicity preparation: if you have the strength, large-scale all-round publicity in the early stage is essential. If you want to save money, you should also do some work. Distribute leaflets in densely populated downtown areas. The distribution area and quantity should be determined in advance. Advertise in the influential media (newspapers, radio and television) in the city, and pay attention to the choice of media, media exposure frequency, cost budget, etc. , in order to achieve the publicity effect of widely informed.

(5) Pre-coordination of the relationship between all parties: ensure that all activities comply with laws and regulations-the departments of city appearance, urban management, industry and commerce say hello in advance to avoid unnecessary troubles at that time. Outdoor activities must be approved by relevant departments, and advertisements must also be approved by law. In a word, all possible problems and troubles should be thought of in advance, and be prepared for all emergencies so as not to be caught off guard.

(6) Total cost budget: all expenses such as commodity preparation, personnel expenses, coordination of relations between all parties, and advertising expenses. We should budget accurately in advance.

(7) Prediction of promotion effect: The purpose of promotion is to predict sales volume.

3. Implementation stage: pay attention to the adjustment and control of the scene atmosphere to attract as many people as possible. Sensory shocks such as vision, hearing and interest appeal can attract, stimulate and induce consumers' attention and consumption. The layout of the website should have enough space for consumers to gather, pay attention to and buy, and the layout should be novel, clean and impactful. Posters and banners at the scene should be eye-catching. Live activities, such as programs, games, publicity, etc. , to have a strong interaction and participation, can stimulate the atmosphere. Please guests, hosts, etc. Ensure product-oriented, and all activities should be carried out around the product as a starting point to avoid usurping the role of the master. The order of the scene must be maintained, which requires our staff to do a lot of work, such as distributing gifts and prizes in a fair, reasonable and orderly manner, arranging enough staff, reasonable layout and enough space for activities. Again, we should be prepared for all kinds of emergencies.

4. Summary of promotion effect evaluation: if the promotion is a continuous alcohol stage evaluation, the final overall evaluation; If the promotion is short-term, make an overall evaluation and summary. Evaluate whether the promotion purpose is achieved, whether the sales volume reaches the expected goal, evaluate the media effect, and accurately calculate and analyze the income and expenditure.

5. After-care work: handle all after-care work, expense settlement, etc.

General analysis:

In the promotion of new products, we must highlight the theme, brand and appeal, and first think about what effect to achieve or what purpose to pursue. Usually, the purpose of new product promotion should be to expand brand awareness, short-term sales and sales. Emphasize the appeal point and benefit point of the product, that is, the selling point of the product, combined with a series of commonly used means in promotion, such as discount sales, gift sales, prize sales, points or label collection, bottle cap exchange and so on. Actively build momentum and cooperate with concept marketing and event marketing.

Choose the appropriate promotion means, set the promotion price reasonably, place the product site reasonably, do a good job in the hygiene of the promotion area, ensure that the price tag is correct and placed in a conspicuous position, ensure that leaflets are distributed and posters are posted in place, and prevent products from being out of stock.

These are some of my thoughts and suggestions. I just hope they can help you to some extent. They are for reference only. I also hope that other people in the industry will express their opinions more. Please correct me, hehe.

But please note: original answer, no copying and reprinting, please respect the work of others and respect yourself!

To add:

(1) venue fee: the venue fee should be considered first, because the fees of different venues vary greatly. Even for the same venue, the fees may be different because of different locations.

(2) Quantity of supply: If you want to cooperate with pharmacies or retailers, you must talk with each store about the quantity of goods you need and the way of cooperation.

(3) Retail price control: Sometimes the retailer sets the price of your goods lower than the promotion price, so your promotion can't be carried out at all, and you can only rely on communication and coordination between you and the retailer.

(4) Activity process control: Activity process control is not only our own business, but also needs the help of retailers to participate in the preparatory work.

For promotion activities, we must do the following:

1, Tools: You should prepare your own tools, such as markers, tapes, pushpins, etc.

2. Publicity materials: (1) Category: posters, product brochures, flags, banners, umbrellas, newspapers, invitations, etc.

(2) Function:

First, save time and explanation

B, establish a good brand image

C, stimulate consumers to buy

(3) Factors affecting the success of promotional materials.

A, the display point must be eye-catching and safe.

Modeling design, simple and generous, can quickly transmit information.

C, height position, too high and too low are not suitable for reading.

D, the size should be discussed with the retailer, otherwise the retailer thinks you are too big or too small.

E, cooperate with products and environment, and give consideration to products and environment.

F. Aspects needing attention: 1 Creative and bright, surpassing competitors; 2 the display time will affect its effect; 3. timeliness.

3. Training and management of sales promotion personnel: Some sales promotion personnel are temporarily recruited, and even employees of the company need this promotion training. For example:

(1) Formulate operation rules.

(2) The content and time of the activity.

(3) the job responsibilities of the promotion staff.

(4) On-site arrangement of activities.

4. promotional gifts.

5. Activity execution and control:

(1) displays "five comparisons"

(2) On-site inspection and monitoring of activities: In addition to promotion personnel, management personnel should also conduct on-site inspection. The main functions are:

First, patrol and deal with emergencies in time;

B, keep normal display;

C, ensure the use of promotional materials;

D, promotion personnel to implement the specification.

Second, promote execution

When patrolling the activity site, we should consider checking the following questions:

1, correct product mix: whether it is our ongoing promotional product;

2. Correct form: whether the promotion form is correct and whether the product display form is correct;

3. Correct position: Whether the product display position is stipulated in the promotion agreement;

4, the position is correct;

5. Correct marketing tools: whether marketing tools help to increase sales;

6. Correct information transmission:

7. Correct promotional information: convey it to consumers in the right way.

8. The correct price.

At the same time, we must first look at what consumers need. Whether customers can remain loyal depends on the value they want. If we want to build loyalty, we must formulate the following norms.

(1) Companies must be everywhere, in other words, companies must be out of reach when customers need them.

(2) The company should never ask questions, argue or try to change the behavior of customers.

(3) Leave a certain profit margin to alleviate social and environmental problems.

Third, the promotion cost management

In order to carry out effective planning and control, we must first find out which activities expenses can be classified as promotion expenses, and then subdivide the various expenses of promotion activities. Only by completing these two steps can we start an effective budget.

The promotion budget and control also includes the following steps:

1. Establish the company's promotion goal, that is, how many products can be sold and how much profit can be made with the money spent.

2. Confirm the goals and strategies, so that the company can achieve the expected goals.

3. Decide the amount of expenses.

4. Understand the opinions on the spot in time and make an emergency budget.

Fourth, the management of sales promotion personnel.

In order to form an effective promotion team, we must have a complete set of procedures to help us improve our work, from the selection of promoters to their training, and then to the supervision and evaluation of the whole promotion team. Here, we will introduce the work of the promoters.

1. Selection of promotion staff: A dynamic and experienced promotion team is the icing on the cake, so the work of the promotion staff includes the following aspects:

(1) product and store maintenance: maintain the display of the company's products and ensure the placement of goods.

(2) Layout of promotion venues: such as supermarket cards and flags posted on posters.

(3) Promotion: promote the company's products to customers and stimulate their desire to buy.

(4) Finish and hand in the work report in time.

2. Training of sales promotion personnel.

No matter how good the product is, no matter how good the promotion activity is, if there is no good promoter to show it to consumers, it will still not stimulate consumers' desire to buy. Whether the training of promoters is in place and the service attitude is good or bad is directly related to the success or failure of promotional activities. Therefore, the training of promoters is very important, mainly including the following contents:

(1) Basic background and skills training.

A, company background and business philosophy training;

B, product knowledge training: such as the selling points and usage methods of products. ;

C, process training;

D job responsibility training for promoters: including sales explanation, activity explanation, timely replenishment, etc.

(2) Sales skills and after-sales service training:

A. Training of service attitude and sales skills: if customers say hello, how to answer customers' questions, how to judge whether customers are willing to buy, how to deal with impolite customers, etc.

* Work attitude: mutual benefit and win-win, neither humble nor supercilious.

* Speaking skills: clear and steady tone, positive and flexible response.

* Listen: Listening carefully shows your respect for customers.

* Smile and praise.

* control time; Arouse customers' interest in products in the shortest time.

* Targeted greetings.

* Sincere equality: don't expand the efficacy of the product, be objective and clever.

How to respond to difficulties, skills;

* When rejected by customers: relax and say goodbye politely.

* When customers are dissatisfied with our products and enterprises, we should relax, avoid tension and inevitability, treat them correctly, respect customers and listen carefully.

* When the price of the product is too expensive:

B, clear the conditions for giving gifts, and prevent gifts from being sent by mistake, over-delivery, over-delivery and under-delivery.

C, clear reward and punishment system and reward and punishment measures, in order to avoid not sending gifts and promoters dereliction of duty.

3. Sponsors can monitor and evaluate standards.

The monitoring of sales promotion personnel is mainly to check the service attitude and methods of sales promotion personnel, mainly in the following aspects:

* instruments; Whether it is in accordance with the requirements of the company, etc.

* Language: whether to use polite and standardized language.

* Service: whether first-class service is provided.

* Administrative discipline: such as attendance, being late and leaving early, improper dressing, chatting, eating and other bad behaviors.

* Store maintenance.

* After-sales service: know whether the problem can be solved in time.

Evaluation of verb (verb's abbreviation) activity effect

The evaluation of promotion effect is a very important stage, which does not exist after the promotion, but runs through the whole promotion process.

Evaluation activities are basically divided into the following four aspects:

1, the achievement of the goal set by the activity.

2. The impact of the activity on sales.

3. Profit evaluation of activities.

4, the establishment of brand value.

5. Result analysis: statistics, analysis and diagnosis.

In all kinds of actions that impact the market, promotion is a more common and costly market expansion tool than advertising. When a regional marketing manager makes a promotion plan, the key is to grasp several elements:

The first is the background analysis of promotion activities, which requires more detailed market research. It is best to go deep into the market with the dealer's business representatives, investigate and analyze the market situation together, and more importantly, aim at and beat the competitors' promotion themes, promotion strategies, promotion forms and promotion efforts.

The second is to explain the purpose of promotion, whether it is to promote channels in channels, or to promote consumers in terminals, or both. It should be noted that the channel members here mainly refer to secondary and tertiary dealers and terminal manufacturers, salespersons and waiters on terminals. For example, when a liquor company makes a hotel promotion plan, it is clear that this activity is to persuade excellent hotel waiters to make unannounced visits through public relations promotion, so as to achieve the effect of saving both quantity and cost, followed by grasping the habitual consumption of consumers at the first time of opening, and then training backup unannounced visits promoters. The whole promotion aims at killing three birds with one stone.

The third is the theme design of promotion activities, which is the key link of promotion. Only when the name is right can it be smooth, and only when the name is good can it be easy. Especially in the era of advertising information explosion and product information flooding, we really need a good concept to catch consumers' attention. A good concept can not only win attention, but also capture people's hearts. For example, Wuliangye develops the wine "Chang 'an Tour", closely follows the concept of "star" of the product, hits the representative "star" figures in the society, and constantly experiences and promotes it in the form of "star service and star enjoyment". In this summer's promotional activities, Mengniu put forward the theme of "enjoying nature" for consumers, and launched a comprehensive tourism activity to experience the Mongolian prairie among 65,438+08,000 selected consumers.

Fourth, the design of publicity content, the most critical principle here is: simple, concise and clear. When making a promotion plan, the regional manager of any mature company is opposed to complicating simple things. When making a plan, we must consider operability and avoid being idealistic, bookish or even behind closed doors. There is a saying in the circle: three points for planning and seven points for execution, which shows that the content design of the promotion plan should pay attention to its enforceability.

The content of the plan must leave a deep impression on the target audience, not too complicated, too profound, too fancy, too ambiguous and too difficult to understand. The promotion case must be a simple concept, expressed in concise language, which can be quickly understood and easily accepted by salesmen, promoters, distributors, terminal vendors and consumers.

The fifth is the design of promotion time. There is an unwritten rule in the wine industry, which is called "there is a market in the off-season and sales in the peak season"

The off-season is mainly to build a distribution network and distribute goods terminals. Only when the basic work in the off-season is done solidly can the autumn be proud and fruitful in the peak season. Accelerator is a well-designed promotion plan. Therefore, the time for making promotion plans is basically concentrated in the peak season, and intermittent promotion is implemented. The wine industry sector is mainly concentrated in three stages: May Day Dragon Boat Festival, Mid-Autumn National Day and New Year's Day Spring Festival. In addition, the one-on-one promotion in the off-season of wine industry mainly focuses on the special terminal of the hotel.

Sixth, we should design detailed cases and detailed rules for the implementation of promotional activities and monitor them in tabular form. It is a few "W" questions that people often say, when, who will do it, what will be done, what will be the result, and so on. At the same time, do the necessary training for the implementation of the plan, so that everyone can understand how to implement the promotion plan.

In the process of implementing the plan, excellent companies always shout a slogan: "Follow-up, follow-up, follow-up" when implementing the whole monitoring and tracking service. Only in this way can it be implemented from top to bottom, and the implementation of the promotion plan can be fully reflected. Only in this way can we find and correct the existing problems in time and give full play to the maximum effect of promotion.

Seventh, we should do a good job in the evaluation of promotional activities. There are both quantitative analysis and qualitative analysis. This cycle can only be improved better. For example, a wine company makes good use of forms to scientifically evaluate the promotion effect. Attach a reference form.

Case 1: Promotion of Channel Members

I. Activity background:

Sanming market is a market where the deep distribution operation of XX tribute wine is relatively in place, and the old porcelain tribute wine has been selling well. However, due to its best-selling, transparent channel price and low profit of second-and third-grade wholesalers, the enthusiasm of wholesalers to promote old porcelain tributes is affected. Based on this, Sanming Hayes Liquor Store plans to launch the "Million Prize, Open the Box with Courtesy" promotion with the theme of "Shake the Winter, Brilliant Spring", and make full use of the brand of XX Palace to comprehensively increase the market turnover in the peak season.

Second, the purpose of the activity:

1. Promote the sales of old porcelain tributes in peak season;

2. Mobilize the enthusiasm of the second and third batches of old porcelain to pay tribute;

3. Improve the profit rate of the second and third batches of dealers;

4. Stimulate terminal retailers to purchase goods and increase the gross profit margin per box.

Three. Activities:

1, activity theme:

Trembling winter, brilliant spring!

XX tribute wine unpacking and courtesy activities are being carried out all over Sanming!

XX tribute wine is one of the eight famous wines in China, which has been deeply loved by consumers for its excellent quality for many years. In order to repay the society and consumers, XX Winery sincerely launched the promotion of "One Million Prize, Courtesy of Opening the Box".

2. Activity method:

Every time I open a box of 6 bottles of milk glass XX tribute wine during the activity time from 65438+February 20041May 2005 to March 2005, I can see a gift list, and the scratch card on the gift list indicates that the first prize will be given to a flat-panel 2988DTCL color TV; Second prize: a box of 50-degree porcelain bottle XX tribute puree wine; The third prize will be given a box of 30-degree porcelain bottle XX tribute wine.

The more unpacking, the greater the chance of winning.

Redemption place: the winner of the first prize in the box must register with the local XX winery distribution office with the redemption ceremony table and the original ID card, and then collect it at the designated place. The second prize and the third prize will be collected directly at the distribution offices all over the country with the redemption ceremony.

Redemption time: from now until June 30, 2005, and it will not be cashed after the deadline.

Exchange consultation telephone number: (omitted)

Anhui XX Winery Co., Ltd. has the final right to interpret this activity.

3. Promotion of activities:

The promotion target of this activity is two or three groups of dealers. According to the characteristics of the information received by the promotion target, some economical and effective publicity measures have been taken, which are loved by dealers. First, give full play to the role of posters and other Persistent organicpollutants. Posters were widely posted in two or three batches of dealers and retail terminals in Sanming; The second is to make full use of the prime-time TV series of Sanming Satellite TV at night, and add swimming subtitles below: "Shake the winter, brilliant spring!" XX tribute wine unpacking and courtesy activities are being carried out all over Sanming! Hotline: "Through these two publicity measures, the arrival rate of this promotional message is quite high, which has formed a good word-of-mouth effect among dealers.

Fourth, the effect of the activity:

According to the feedback of market information, this activity has well stimulated the enthusiasm of dealers and terminal manufacturers, and improved the market sales of XX series products in peak season. Complete the planned order of 45,000 cases. Disadvantages: uneven distribution of prizes and low winning rate have affected the enthusiasm of the second and third batches of dealers to some extent. After summing up the experience, in the second phase of "Celebrating China Famous Wine XX, Igniting Summer Passion", the winning amount was reduced and the winning rate was improved. The winning rate in the previous phase was not less than 70%.

Enlightenment: Modern marketing pays attention to channel competition, and the main bodies of channels are large and small dealers and retail terminals. The most effective way to stimulate is profit-driven. Sanming market is a traditional market. The brand influence of XX Distillery is high, and consumers have formed benign consumption habits, and their loyalty to XX Distillery brand is high. Therefore, the scheme adopts directional promotion through different channels, and puts the scratch card into the box, so that the promotion efforts reach the sales terminal directly, which improves the enthusiasm of dealers at all levels and forms a joint force to recommend to consumers. The spread of promotional information through low-cost media has greatly improved the arrival rate of promotional information and made it spread by word of mouth, which is also the key to the success of this promotion.

Case 2: Promotion to End Consumers

I. Activity background:

Affected by SARS in 2003, the purchase amount of XX agent Changshu Judas Food Store in May was only 70,000 yuan. After the SARS epidemic eased, the catering business gradually picked up. How to make good use of this opportunity to promote liquor products?

Second, the theme of the event:

After discussion, in view of the original quality of puree wine and the psychological needs of consumers to pray for peace, the promotion theme of "drinking puree to send peace" was finalized.

Three. Activities:

1. Every time a consumer drinks a bottle of 500ml or two bottles of 250mlXX puree wine, Ping An Insurance Company will give 1 10,000 yuan of family property insurance, with a guarantee period of one year.

2. For every 10,000 yuan of family property insurance, we pay the insurance premium to Ping An Insurance Company 10 yuan.

Since Ping An Insurance Company's minimum home insurance premium is 30,000 yuan, Changshu Ping An Insurance Company has specially produced a batch of home insurance premiums of 1 10,000 yuan for us through negotiation. The insurance premium 10 yuan shall be borne by our company and Changshu Judas Food Store respectively in 5 yuan. Judas food store made a cash card for the insurance policy and put it in the puree wine box. Consumers get cash cards, fill in their home addresses and contact numbers, and then give them to our promoters in exchange for insurance policies. Consumers can also go directly to Ping An Insurance Company to exchange a 10,000-yuan property insurance policy.

Four. Implementation and effect

This activity was officially implemented on June 5, 2003. Through Changshu's newspapers and media, we have carried out comprehensive publicity activities in Dashangchao and major hotels, made leaflets, billboards and other forms, supplemented by oral publicity by dozens of promoters of Judas Food Store, which has had a strong response among local consumers. During this period, we focused on nearly 100 hotels in Changshu urban and rural areas, and made more than 10 second-batch hotels and 22 supermarkets.

After the implementation of the first-stage activities, through understanding, this promotion has produced the following three major effects.

1. We seized the opportunity of the rising business momentum of the catering industry after SARS to promote sales, walked ahead of our peers, caught our competitors off guard, seized the commanding heights of the market, and formed a certain influence.

2. Through this activity, the market share of XX Gongjiu puree wine in the same price products was expanded; Better promoted the brand image of the company's products in Changshu market; It has driven the sales of other products of the company in the market. The daily turnover of puree wine and new porcelain offerings is about 100 cases (1×6), and the sales volume of Judas food stores in June is more than four times that of before. Under the normal inventory this month, the purchase amount is 406,000 yuan before tax, five times that of May.

3. In the summer, which is not conducive to liquor sales, the off-season is not weak, which lays the foundation for the further increase of the company's products in Changshu market and the extension of the product line in the second half of the year.

Verb (abbreviation of verb) Experience and shortcomings

1, Experience: Grasping the leading role of hotels in liquor terminal marketing is the key. This activity has achieved good results in the hotel and played a positive role in promoting market expansion. Through the visit to the hotel, consumers are interested in the value-added promotion of drinking a bottle of wine and giving 10 thousand yuan of property insurance. Nowadays, when people are used to the promotion of small gifts and scratch cards, such activities have achieved surprising results.

2. Disadvantages: The response of this activity in Shang Chao is relatively dull. Shang Chao often holds buying and giving activities, and many manufacturers engage in fraudulent activities. Most shoppers have a suspicion, while consumers in Shang Chao generally spend their own money on shopping and are more cautious. For example, high-grade wines such as puree wine are generally bought by consumers three times a year as gifts, so the effect is not obvious. To a certain extent, this is also an inevitable result.

Revelation: The essence of experiential promotion is that the providers of experience must constantly plan new experiences: changing or adding things to keep the goods novel, exciting and worth spending money to experience again.

The promotion form of "buy puree, send peace" in Changshu market seems ordinary and simple, but it is actually a brand-new experience marketing, which breaks the stereotyped promotion form of sending lighters, key chains, scratch cards and other alcohol terminals. In the process of purchasing and using puree wine, consumers not only have the "original flavor" wine functional experience, but also have the emotional experience of "tranquility is bliss", and they have experienced an unforgettable memory both physically and psychologically.

This promotion case provides a kind of thinking and enlightenment for terminal practitioners. Focusing on the psychological needs of consumers, finding a good "theme concept" and carrying out experiential promotion are the keys to the terminal revolution of liquor.

In addition to thinking and breaking the rules, the terminal revolution no longer asks consumers what we can do for you and what you need, but what you remember and what you will get next time. -This is the experience! (Author: Qiu Zhe)