Sales Promotion (SALES? PROMOTION) is one of the four basic sales promotion methods that are tied with promotion, advertising, and public relations. The promotional activities referred to in this article refer to the promotion of sales to consumers. Sales promotion for distributors, manufacturers, and sales personnel is not included in the scope of discussion here. With the intensification of competition, the promotion of consumer-oriented promotions has become increasingly important in the marketing process. According to statistics, the ratio of the cost of promotional activities of domestic companies to the cost of advertising has reached 6:4. Just as a well-conceived combat plan largely determines the outcome of a war, a comprehensive program of activities is the guarantee of successful promotions.
How to write a promotion plan? A comprehensive promotion program is divided into 12 parts:
First, the purpose of the activity: to explain the market status and purpose of the activities. What is the status of the market? What is the purpose of this activity? Is it processing inventory? Is it to increase sales? Is it against competitors? Is it new listing? Or increase brand recognition and reputation? Only if the purpose is clear can the activity be targeted.
Second, the activity object: the activity is targeted at each individual in the target market or a specific group? What is the scope of the activity control? Who is the main target of promotion? Who are the secondary goals of promotion? The correctness of these choices will directly affect the ultimate effect of the promotion.
Third, the theme of the activity: In this part, it mainly solves two problems:
1, determine the theme of the activity
2, packaging activities theme
Reduce prices? Price discount? Gifts? lottery? Gift certificate? Service promotion? Demo promotions? Consumer credit? Or other promotional tools? What kind of promotional tools to choose and what kind of promotional theme, to take into account the objectives of the campaign, competitive conditions and environment and promotional budget and distribution costs.
After deciding the theme, it should be as artistic as possible to “pull the banner of the tiger’s skin”, dilute the commercial purpose of promotion, make activities closer to the consumers, and better impress consumers. A few years ago, Love's VCD's “Sunshine Action” was a classic. It simply packaged a simple price-reduction promotion action into a love action to protect consumer rights. This part is the core part of the promotional campaign plan. It should strive for innovation and make the event of excitement and exclusivity.
Fourth, the mode of activities: This section mainly describes the specific ways of carrying out the activities. There are two issues to focus on:
1. Identify partners: Pull the government back, or hang up the media's "head" to sell their own "dog"? Is the manufacturer acting alone or is it working with distributors? Or joint promotion with other manufacturers? Collaboration with the government or the media can help to build on the situation and create momentum; it can integrate resources with distributors or other manufacturers to reduce costs and risks.
2, determine the degree of stimulation: To make the promotion successful, we must make the activity stimulating, can stimulate the target audience to participate. The higher the degree of stimulation, the greater the response to sales promotion. However, there are also marginal effects of this stimulus. Therefore, we must analyze and summarize according to the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.
V. Time and place of activities: Proper selection of the time and place of promotional activities will do more with less. If you choose not to do so properly, you will not be able to pay attention. In time, as far as possible, consumers should be free to participate in the site, but also to make consumers convenient, but also in advance with the urban management, business and other departments to communicate well. Not only is the timing and location of the promotion campaign important, but how long it will last will be the best and in-depth analysis. Too short a duration will result in a failure to achieve repeat purchases during this time. Many benefits that cannot be achieved cannot be realized. Too long duration will result in excessively high costs and the market will not be able to become hot and reduce the value of customers.
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