Summary of liquor marketing strategies in 2117

Through publicity and promotion of consumer activities, consumers' awareness of liquor products and brands can be improved, and a marketing atmosphere can be created. Here are some liquor marketing strategies for your reference!

1. Free gift

Free gift is not only a means to give back to old customers, but also an efficient means to promote new products and establish a consumption base. There are four common forms.

① free of charge. The reduced version of the main product, generally 1.25 ml, can be given away in a planned, large-scale and large-scale way as a gift or tasting, so as to educate consumers about their taste or adaptability.

② landing promotion activities. Free tasting, free giving, buying and giving activities are carried out in communities, squares, markets and other places.

2. Distribution of redemption vouchers

In order to stimulate consumers to take the initiative to buy or try to consume this product, some dealers will print a batch of colorful redemption receipts, which will explain the closing time of the event, the products of the event, the way of buying gifts and the participating sales points. With this receipt, consumers can go to the terminal event sales point for "buy one get one free" activities or get free wine. Dealers will cash in according to the number of small tickets collected at the point of sale.

things to note are: the receipt must be stamped to control the flow, and printed with it; Centralized distribution for terminal intensive consumer groups; Pay to the right distribution points (residential communities, town gatherings, temple fairs, commercial stores, etc.) to ensure the payment effect; Count the number of single points before distribution and after feedback, and count the feedback rate, so as to adjust the strategy; The activity time should not be too long, and it can be a cycle of 15 days or 21 days; Ensure the timely cashing of the event sales point.

Third, use new media

Use local WeChat large or Weibo large or the company's own WeChat public account to plan, publicize and participate in consumer promotion activities. For example, anyone who forwards this activity can get a free taste; What gifts or free tasting can you get if you take a photo with the poster of this product and forward it to your circle of friends? Anyone who consumes this product and forwards it to a circle of friends can get XX gifts or food coupons or free tasting.

4. Price discount

Price discount is an important means to attract consumers to buy products in a short period of time. Poor management and control will easily hurt product prices. Therefore, the price discount activities are generally operated in conjunction with the corresponding terminal outlets. If such activities are carried out in a large area and in a unified manner, it will not only increase the difficulty of the activities, but also be more prone to price confusion. There are three common forms.

① limited time discount. Discount sales at a certain time node, such as a restaurant between 6:31 and 7:31, consuming a product at a discount of 61%; Or discount sales within a specified period, such as June 11 to 21, when you consume a product, you can enjoy a 61% discount.

② quantity discount. Buy one bottle at full price, 21% off for two bottles, 51% off for a box, etc.

③ step discount. Buy the first bottle at full price, the second bottle is 61% off, the third bottle is 41% off, and the fourth bottle is 31% off.

v. gift-buying activities

gift-buying promotion is the most commonly used form of promotion activities, and there are three specific forms:

① gift of this product.

is what we often see, such as buy one get one free, buy two get one free, and collect products to give away.

② give gifts.

after purchasing products, consumers will be given coupons, daily necessities, cigarettes, food and beverage outlets, certain products for wedding banquets, drinks for wedding car service, sedan chair service, etc., and products for graduation banquets will be given to mobile phones, computers, suitcases, plane (train) tickets, etc.

VI. prize in the box

prize in the box is also a common way for consumers to pull liquor promotion, which is a reflection of consumers' pull.

VII. Integral redemption

Integral redemption includes two forms.

① cumulative integral. If you buy a certain quantity, you can get different levels of accumulated scores, and then get the corresponding gifts according to the standards.

② collect vouchers. Turn the points redemption into voucher redemption. For example, if you collect a certain amount of lids, you can redeem the corresponding gifts.

VIII. Lucky Lottery

Lottery promotion is to use the lucky entertainment psychology of the public to attract consumption in the form of lottery. Dealers uniformly make lottery cards and put them in the lottery box, or use computer software to carry out on-site lottery. The purpose is to carry out on-site promotion activities at the terminal point of sale, induce customers to buy and consume impromptu, and cash prizes on the spot.

The common forms of lottery promotion are once lottery, multiple lottery, answer lottery, game lottery, linkage lottery and so on.

IX. Chain Rewards

The promotion form of chain rewards means that consumers are encouraged to make repeated purchases by accumulating on the basis of a single purchase or a single bottle of products. There are three ways of its activities.

① exchange empty bottles for prizes.

if you collect a certain amount of empty bottles or boxes, you can exchange them for an original bottle or other designated prizes, and after accumulating a certain amount, you can also get a certain amount of gifts.

② collect the specified number or type of cards to exchange gifts or original products.

During the World Cup, prize cards with the names of countries are put in, and the prize cards of the champion countries can be redeemed for prizes, and at the same time, the names of 32 countries can be redeemed for prizes.

③ You can win prizes if you buy products, and there will be a surprise prize if you collect certain landmark items.

X. Prize-winning Competition

A way for manufacturers to publicize enterprises and products by carefully designing some questions and answers about enterprises and products, so that consumers can compete on the promotion site. Generally, the prizes in competitions are in kind, but some of them are expressed by free travel. There are many places for the competition. Enterprises sometimes complete the competition by holding game programs on TV stations, and achieve the publicity purpose by distributing their products on TV programs.

Xi. Sponsorship activities

Sponsorship activities for special festivals and special groups, such as Party Building Day, Army Building Day, Teacher's Day, Journalists' Day, party member Congress, etc., mean that the sponsorship activities are aimed at the target consumers to taste the brand products, become opinion consumption leaders and conduct word-of-mouth publicity. There are also free tasting activities for consumers to collectively taste the opening of new stores, the unveiling ceremony of new factories, anniversary celebrations, various wedding activities and various meetings.

XII. Organizing insider consumers

Insider opinion leaders must be customers of a terminal consumer and can be employed as enterprise consultants. There should be a budget for opinion leaders. For example, in the best-selling stores that match the sales of this product, each store spends 3111 yuan on public relations fees for opinion leaders. Specific cost allocation: Give a gift of RMB 1,111 when you enter the store, and then pay 511 yuan consultant fee every month, and finally reduce the stop according to the market. His salary can be paid in advance, but it should be stipulated that if he receives the 511 yuan fee, he will complete the named purchase in the store.

XIII. Joint promotion

Many enterprises like to consider problems from their own perspective when engaging in joint terminal activities, and often the activities are aborted halfway or difficult to implement, so the acceptance, cooperation and * * * win of the terminal must be taken into account in order to do a good job in the activities. For example, joint promotion with hotels:

① joint hotels hold chef talent competitions.

② For United Hotels, if you consume 11 bottles of this product, you can get a 11% discount on the meal fee, and 21% discount if you consume more than 21 bottles;

XIV. Thematic Promotion

At the initial stage of development, a brand or product should inject the concept of thematic and explosive promotion, and stick to it continuously, shaping it into a "popular hot topic" to stimulate consumers' consumption enthusiasm. Because both consumers, distributors and the media will have a high degree of consumer trust and compete for hot things, which is conducive to word-of-mouth communication, promoting the brand to become hotter and hotter, and forming a benign consumption cycle.

For example, 11,111 gold rings are given away, 11,111 real money and silver are given away, a car with lactic acid bacteria is given away, 11,111 laptops are given away, a five-day tour of 1,111 new Matai is given, and 11,111 iPhone6 are given away.

XV. Community Square Promotion Activities

This kind of activities are operated more in off-season marketing. Go to the square, enter the community, go to the countryside, strengthen the creation and promotion of mobile terminals, take the initiative to contact consumers when they are unexpected, increase consumers' brand association and participation in products, and achieve better sales results.

Carry out buy one get one free activities in communities or city squares. Gifts can be soy sauce, vinegar or discount cards of lifestyle supermarkets, which are close to consumers' application, so as to increase consumers' participation. When buying products in communities or squares, you can combine the gift discount cards with large-scale lifestyle supermarkets in regional markets. Set the validity period of the discount card to one year, and within one year, consumers can enjoy certain preferential policies as long as they buy the brand products in the supermarket. This activity can stimulate consumers to buy the brand's products repeatedly.

XVI. Experience Promotion

An enterprise can invite some key customers and consumers to visit the production line or the distinctive business premises of the enterprise, so that consumers can experience the characteristics and value of products or brands in a tourist way. Let him personally feel the corporate culture, feel the importance attached by the enterprise to him, and close the distance between him and the enterprise. Through this experiential promotion, it is bound to strengthen the loyalty and reputation of consumers to the brand, and at the same time, he will become our living advertisement, and the image of the whole brand will be gradually established.

XVII. Promotion of Wedding Banquet

Wedding banquets include marriage, blind date, further education, housewarming, promotion, birthday party, birthday party, opening and so on. Around these wedding forms, formulate matching activities and related content.

1 Promoter

① Make the theme of the wedding banquet according to the process: blind date, marriage proposal, engagement, marriage, having children and anniversary.

② Make the theme according to the type: wedding banquet, school banquet, birthday banquet, housewarming, etc.

③ Make themes according to festivals: May Day, Tanabata, Eleventh, Spring Festival, Father's Day, Mother's Day, Valentine's Day, Christmas, etc.

④ make the theme according to the sales target: terminal, middleman, consumer, etc.

2 promotion methods

① terminal boss/wedding banquet joint venture: introduction fee reward, cumulative reward and second redemption; Linked to sales; Bundle sales, joint promotion, etc.

② wedding banquet agent: commission, one for each; Daily customer expression; Irregular fuzzy reward.

③ consumers: groom/bride, wedding participants: buy gifts, scratch prizes, bundle sales and give souvenirs.

4 selection of promotional items

The general principle of selecting promotional items according to local consumption habits and preferences is that they are not easy to realize, have high premium ability, are practical, novel and attractive.

① for the terminal boss: promotional items that are not easy to realize, such as home appliances and travel, can also be given directly, but it is better not to be this product.

② Wedding agent: a practical and novel life product.

③ Married couple: commemorative souvenirs.

④ people attending the wedding: practical, distinctive and novel, such as charging treasure, umbrella and card holder.

XVIII. Membership Marketing

The core of the consumer membership system is to establish a database of consumer information, make statistics and analysis on a large amount of information, and then carry out "one-on-one" marketing to provide consumers with meticulous and personalized products and services. It should be said that the consumer membership system is a marketing strategy, not just a promotion tactic.

when using the consumer membership system to promote sales, it is important to really provide consumers with value-for-money benefits, so that consumers can really enjoy the benefits of membership. However, in actual operation, the benefits given by many enterprises to consumer members are not much different from those of ordinary consumers, which will inevitably lead to the anticlimactic membership system. ;