[China Glass Network] Change the promotion perspective
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Gift promotion can only be a icing on the cake. Promotions should come in the hope of customers!
Many people have a misunderstanding of the promotion of gift promotion activities. They think that the promotion is to pull the sales volume. When the sales volume drops, they think of promotion. Everyone remembers one thing: the promotion can only be made into a icing on the cake and can't be used as a charcoal in the snow.
What do you mean?
Promotional activities should increase the market share of sales when there is a certain customer base. It is not demanding to stimulate customers with gifts, and to purchase products without any word of mouth and consumer groups. Remember, any customer is looking for a gift after paying attention to the product. Everyone knows that the idioms of "buy 椟 椟 ç " are very wrong if you treat consumers as such fools. Therefore, the timing of the promotion is very important.
Choose the timing of the promotion
You should start the gift promotion when the sales trend is obvious, and follow the principle of buying more and sending more, and buying more customers will benefit more. In the early stage of the promotion, there must be a complete planning plan to determine the promotion theme, promotion form, promotion time, promotion expense budget, etc., and have a relatively accurate estimate of the sales volume of the promotion, the error should not exceed 20%. That is to say, the sales promotion of the promotion is expected to be inconsistent, otherwise, once the promotion is started, it will be inevitable that the loss will be lost (of course, the promotion launched purely to combat the competing products is not included here).
The accurate grasp of the timing of promotion includes three aspects:
1. Promotional themes: For example, the anniversary, how much the sales scale has broken, thanksgiving to the old customers, and so on. Promotional themes must be there, and give customers a clear indication: this kind of promotion is not always encountered.
2. Promotion form: Buy gift promotion, the choice of gift is especially important, first determine the expense rate of the gift. The author generally determines the value of the gift according to 6% to 8% of the amount of the return. That is to say, the product with a value of more than 100 yuan, the purchase cost of the gift should be controlled at 6-8 yuan.
Of course, this can be flexibly mastered, such as promotion design three grades: buy 2 boxes, buy 4 boxes, buy 6 boxes. Buy 2 boxes of gifts controlled at 2%, buy 4 boxes of gifts at 5%, and buy 6 boxes of gifts at 10%. Then the information that is passed to the customer is much more to buy. Gifts must have a certain degree of relevance to the product, and the requirements are based on a certain brand, at least to give people a feeling of good things.
3. Promotion time: The promotion time can't be too long. If it is too long, it will not reach the stimulation of the promotion activities, and it will lose the trust to the customers. Too short, the customer has not figured out the contents of the promotion activities, the activity is over, and the effect will be poor. a lot of.
How long is it appropriate?
This requires you to estimate how much sales you need to achieve in this promotion. Simply put, how much you want to earn. The sales volume of general promotions can reach 3 to 5 times of daily sales. For example, the market sales of a normal day is about 100,000 yuan. During the promotion period, the market's pure sales volume for one day should be 300,000 to 500,000 yuan. If the promotion time is 10 days, then the market's pure sales volume should be 3 to 5 million yuan. Based on the expected sales you want to achieve, it's not difficult to determine the promotion time.
Improve the details of the promotion
You must quickly assign tasks and urge employees to prepare for the required time. For example, the finance and warehousing departments prepare goods and gifts for purchase; the planning and design department prepares the design of the terminal materials and the production of the advertising promotion film; the business personnel prepares to notify the dealers and distributors of the activity policies; the terminal stores and promoters' activity policies and publicity, etc. Wait, all need to coordinate and orderly arrangements, and we must grasp the time points for the implementation of each link.
Promotion process control
Process control mainly captures data tracking. First, does the market's pure sales reach the expected value? Second, what is the distributor's stocking situation and cooperation? Third, the distributors (terminal stores) are not highly involved in the activities? Fourth, how is the terminal promotion? These process controls need to be organized by the market to supervise the market. Otherwise, there will be no place for implementation.
If the promotion effect is ideal, or the trend of promotion is very strong. Temporary extension of the event time. However, the promotion delay must not exceed half of the normal activity time.
July 15, 2019