in the off-season of liquor, do you want to promote it? It is an intriguing topic. Do promotion, even if it is "meat buns hit dogs-there is no return", don't do promotion, and you are afraid of losing market opportunities and leading to blindness. However, in the actual market sales, in the face of off-season, in fact, many wine companies have chosen to wait for the arrival of the peak season; Choose to rely on, rely on the market to sell naturally; Choosing what is important and asking customers to "fiddle" with the market themselves are all negative manifestations. In fact, from another angle of thinking, the off-season is just a good time to do sales promotion. Why do you say that? First of all, although the overall sales volume is small in the off-season, there are fewer manufacturers to promote sales. When others "hibernate", you can take the initiative to attack, and you will get the opportunity to take the initiative, attack others and seize the share of competitors, and you will be more able to attract consumers' attention. For example, in the off-season, the wine on credit once launched a promotional activity with a bottle cap award. Although it was not innovative, it was just "one more bottle" (small bottle), but the market response was very good, and the terminal pulling effect was also very obvious. It is still an old saying that if you invest, you will often get a return, but if you don't invest, you will not get a return. This is also true in the off-season. Do the market in the off-season and seek sales in the peak season. The peak season is actually the time to sell goods, and only the off-season is a good time to make a steady market. Because it is the off-season of product sales, not only the manufacturers are more leisure, but also the dealers, distributors and terminal vendors are generally more leisure. At this time, the manufacturers can concentrate on people and property, make use of the less busy gap, and do a solid job in terminal distribution, product display and animation, free tasting, promotion and customer satisfaction, so as to lay the foundation for the arrival of the peak season to improve sales. Hubei Jinjiu, the leading brand of health care wine, often takes the initiative to market in the off-season in summer, and quietly attacks by sweeping the streets, displaying terminal products, publicizing in hotels and tasting for free. When the peak season comes and competitors find out and want to attack, Jinjiu has gained a firm foothold, thus successfully gaining a share of the market. Shaping and enhancing brand image in off-season. During the peak season, advertising, sales promotion, terminal publicity and brand building are all brilliant. At this time, even if you want to build and enhance your brand image, it is easy to fall into a homogeneous Wang Yang because all manufacturers are doing it. However, in the off-season, various means and methods will be reduced a lot. Therefore, at this time, the brand image can be promoted in an all-round and low-cost way through various marketing materials such as TV, radio, newspapers, body advertisements, wall advertisements, terminal display and activation, and experiential marketing. In addition, the off-season is also convenient for promoting new products, adjusting product structure and training marketing team, etc. It is precisely because of so many advantages of off-season sales that we can't "wait for money" in the off-season, but we must also take the initiative to "shoot" and stimulate the sales of terminals by designing reasonable promotion forms, thus creating a sales miracle that is not weak in the off-season. So, how to promote sales in the off-season? Direction of off-season promotion: Off-season promotion can be made for two aspects, one is for channel promotion, and the other is for terminal and customer promotion. Let's talk about how to promote in these two directions respectively. The first is channel promotion. Whether the off-season products can be sold well depends on whether the distributors, distributors and terminal operators are willing to sell them. Only by fully mobilizing the enthusiasm of distributors can the off-season products be prosperous. Therefore, off-season promotion, first of all, is channel promotion, which is the first step of off-season sales. How to design channel promotion? First, you can hold an order meeting. Holding an order meeting in the off-season seems to be an action against the trend and the market, but it is also a smart move. Through the order meeting, not only can manufacturers fully communicate, but also it is convenient to quickly convey the information of new products, new policies and new marketing models, so as to facilitate manufacturers to hold a group and Qi Xin to work together to do a good job in the off-season market. However, it should be noted that we must be cautious when holding an order meeting in the off-season, and formulate promotion policies. We should not return more rewards, but eat from the same pot. Too many rebates will easily lead to the tendency of some customers to "smash" the market and "flee" the market, which will eventually lead to price inversion. As for the reward, it only rewards outstanding dealers who have done well in the off-season market, such as goods distribution, display, terminal recommendation and reasonable product structure, so as to stimulate everyone's enthusiasm for selling without disrupting the market order. Second, the promotion of channels should be based on the fact that it is not suitable to be realized. Market chaos must come from price chaos, and one of the main reasons for price chaos is that the form of channel promotion is too simple, for example, just discounts, gifts, rebates, etc., which is easy to "bottom out", thus leading some speculative dealers and distributors to cross the line. The correct approach should be to strictly set up channel guidance prices at all levels, clarify the prices sold by channels at all levels, and severely punish those who violate the rules. In this regard, we can promise at all levels. Secondly, as a manufacturer, we can not only "give it to fish" but also "give it to fish" by designing incentive tours and training during the ordering meeting or sales process, so that the dealers can be mentally satisfied. Through training, they can also improve their operating skills and keep pace with the manufacturers. For example, I have some training courses for distributors invited by some manufacturers every month. A wine company in Jilin held an order meeting in the off-season. In addition to the regular reward policy, for example, I paid 211,111 yuan for a three-day trip to Russia, and I also invited the author to give these large distributors a half-day training to improve their core competence. The distributors had a good harvest both materially and spiritually, which was well received by the distributors. Another block of promotion is the promotion for the terminal. Terminal is the last mile of product sales, therefore, in order to realize the product sales in the off-season, it is necessary to design a stimulating promotion activity for the terminal. What are the ways to operate? First, there is a prize in the box (box). If the product wants to sell, the first thing we have to do is to improve the unpacking rate. How to improve it? It can be achieved by setting prizes in the box or in the box. For example, the "Golden Buddha" campaign of Yang Shao wine, the US dollar campaign of five-star wine boxes in Song He, and some wine enterprises send exquisite lighters and cigarettes in boxes or boxes. By designing these awards, the terminal and its customers' longing and hope for products are aroused, which is quite similar to buying lottery tickets. It is clear that the chances of winning 5 million are not great, but many people are still willing to try. After all, what if they win? This actually gives people a kind of fantasy and hope, and people always live in fantasy and hope. Second, the bottle cap is awarded. Bottle cap award is a tried-and-tested promotion method for many manufacturers. Although it is not innovative enough, the effect is often surprisingly good. Many wine companies, including other fast-moving consumer goods, such as Master Kong, Wahaha and Uni-President of beverage manufacturers, use this method to arouse customers' enthusiasm for buying. Although there is not much cash for "another bottle" or bottle cap, the word-of-mouth effect is still spread quickly due to the high probability of winning. Including the pursuit of terminal vendors, as long as there is a prize in the box or the box cover, the appetite of the terminal and consumers will be lifted, and the terminal customers and marketers, especially the terminal clerk, will have an extra "excuse" or chip to recommend, which is more convenient for the market to accept. Third, the waiter rewards. For liquor channels, they are generally divided into ready-to-drink channels, such as hotels, food stalls, restaurants and other dining places, and non-ready-to-drink channels, including traditional wholesale markets, shops, supermarkets and so on. For liquor products, the sales volume of ready-to-drink channels will be larger. But how to make the ready-to-drink channel focus on promoting its own products? There is a way to reward waiters, because they are the promoters of end products, and the "life and death power" of many products and whether they can sell well in this hotel are often in their hands. If they mainly recommend them, the sales opportunities of your products will increase. On the contrary, if they don't recommend them, they may become "bred in an inner chamber, with no one knowing her", although they are also placed on the counters of hotels and restaurants, but they just don't sell them. Therefore, as a manufacturer, we can design the same hotel waiter to carry out a sales competition openly or secretly, or give them a certain cash reward in the form of bottle caps and wine boxes, so as to stimulate their enthusiasm for marketing. After all, many of these migrant girls from rural areas have low incomes, which invisibly gives them an opportunity to increase their income, and they often work hard. Finally, off-season promotion, in the form of promotion, we should also pay attention to one point, that is, we should pay attention to the construction of hard terminals, and at the same time, we should do a good job in soft terminals. What is a hard terminal, that is, various forms of promotional materials that can stimulate customers to buy in sales places, such as display cabinets, shelves, POP, Yi Labao, banners, desk cards, picture frames, etc. When these hard terminals are completed, they can form a certain momentum, stimulate consumers' visual effects, and attract more attention. At the same time, it is necessary to do a good job in the construction of soft terminals. What is a soft terminal, that is, the terminal services and customers of manufacturers? Of course, in the process of design promotion, as a manufacturer, if we can adopt joint marketing, that is, different types of products are promotional items or gifts, we can achieve low-cost promotion, and it also has the effect of enhancing brand awareness. However, it should be noted that manufacturers who adopt joint marketing must be consistent in terms of grade and industry status, and avoid first-class brands and looking for third-rate products for promotion, which will undoubtedly lower the grade of their products. In short, the off-season is a good time to promote sales. As a manufacturer, we must change the inherent thinking mode and firmly establish the concept of "only off-season thinking, no off-season market". By not playing cards according to the routine and planning promotional activities suitable for the market, manufacturers will certainly be able to achieve the off-season, so as to stand out and make the market stronger and bigger.