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sales promotion

Activities to process inventory

Another important part of offline activities such as promotional activities is the simulation demonstration, which is generally used for a highly creative activity to verify the operability and implementation effect of the activity. This concept was first proposed by the Mili Media, and was widely promoted in the industry, which has also been widely recognized by the industry. Through this link, the feasibility of the scheme can be greatly improved and the chaos of the activity site can be avoided.

Chinese name: sales promotion
Promotion industry: mobile phone Digital

Activity type: Limited time discount
Purpose: Process inventory

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weather phenomenon

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Promotion activities, as the name implies, are activities such as price reduction or gift giving to promote the sales of certain goods or services, which can promote sales, improve performance and increase revenue in a short period of time.

Promotion industry

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1. Mobile phone digital

2. Household appliances

3. Office supplies

4. Clothing industry

5. Cosmetics

6. Supermarket

7. Entertainment industry

8. Pharmaceutical industry

9. Catering

10. Service industry

11. Real estate

12. IT industry

Activity type

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1. Time limited discount refers to the promotion activities in which stores provide preferential goods to stimulate consumers to purchase during a specific business period.

2. Face to face sales, that is, the store staff directly face to face with customers for promotional and sales activities.

3. Gifts promotion refers to the promotion activities in which consumers can get specific goods for free or at some price.

4. Free trial, a promotional activity that provides free samples for consumers to use on site.

Purpose

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The current situation of the market and the purpose of the activity are described. What is the current market situation? What is the purpose of this activity? Do you want to process inventory? Is it to increase sales? Is it to attack competitors? Is it a new product? Or improve brand awareness and reputation? Only with a clear purpose can activities be targeted.

Activity crowd

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The activity is aimed at target market Each person or a specific group? What is the scope of activity control? Which groups are the main targets of the promotion? Which groups are the secondary targets of the promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

Theme

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In this part, we mainly solve two problems:

1. Determine the theme of the activity

2. Packaging Activity Theme

Price reduction? Price discount? gift? luck draw? Gift certificates? Service promotion? Demonstrating promotions? Consumer credit? Or other promotional tools? The target, competitive conditions and environment of the activity as well as the expense budget and allocation of the promotion should be taken into consideration when selecting the promotion tool and theme.

Activity mode

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1. Determine partners: with the support of the government, or with the "sheep's head" of the media to sell their own "dog meat"? Does the manufacturer act alone or jointly with the dealer? Or joint promotion with other manufacturers? Cooperation with the government or the media helps Take advantage of the situation and put a spin on sth. ; Cooperate with dealers or other manufacturers to integrate resources and reduce costs and risks.

2. Determine the incentive level: in order to make the promotion successful, the activity must be stimulating and can stimulate the target audience to participate. The higher the degree of stimulation, the greater the response to promote sales. But this stimulus also exists Marginal effect 。 Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate stimulus level and corresponding cost investment in combination with the objective market environment.

preparation in advance

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1、 Pre activity preparation

1. The business determines the activity time 30 days in advance

2. The activity team communicated with the store leader 20 days before the activity to confirm:

Note: ①. Activity plan: buy gift plan, exchange plan, package plan, card opening plan, and lottery plan.

② Large, medium and small scale activities: the number of participants and materials varies with the scale.

③ Participants: list the names of all participants.

④ . Participating materials: divided into "company provided materials" and "store provided materials"

⑤ Reward and punishment formulation and target formulation

3. Print the leaflet 7 days before the event: the event participants should be familiar with the content of the event in time when they get the leaflet;

4. Print the leaflets and distribute them around the store;

5. The day before the event, a preparatory meeting for the company's personnel activities was held: the activity team communicated with the local business about relevant issues and precautions;

① Clarify the rules of the activity, ② go to the store as your "self-image" as a professional instructor

③ Obey the arrangement (everyone is equal, but the division of labor is different)

④ Devote yourself to infecting everyone around you with your enthusiasm

6. Preparatory meeting for general mobilization of all participants:

① Self introduction; ② Why do we have activities? ③ What can activities bring to us;

④ Division of labor (arrangement of materials on the activity site); ⑤ Site clearing (off the shelf at a horizontal brand)

Personnel management, personnel reward scheme and personnel cooperation;

A、 Learn teamwork

B、 Kick sales

C、 The people in the store should help when distributing orders

D、 During the activity, all personnel must position themselves as a member of the activity and strive for the same goal

2、 Mid activity: process

1. Sales can be divided into two types: one is fast (fast transaction, receive the second customer and pay attention to when there are many people)

One is the big order that is slowly polished (process: eyebrow trimming - nasal mask application - nursing - face test on half of the makeup, pay attention to when there is little flow of people)

2. There are two kinds of customers: one is regular customers (attracted by the double gifts of member points and activities)

One is new customers (attracted by some special offers for new members and the offer on the day of the event)

3. The participants in the activity should be divided into two groups: the two groups should make goals accordingly - the goals should be broken down to individuals, and they should compete with each other

4. Adhere to the morning and evening meetings every day: z The morning meeting should encourage and encourage each team member; W Reward, punishment and summary shall be carried out in the evening

5. Three times (sales volume) should be reported on the day of the activity. The person in charge of the activity should quickly understand the sales volume

6. Gifts should be given to customers who come to the store with leaflets during the activity time (trial clothes and balloons are OK)

3、 End of activity: (Experience comes from constantly summarizing yourself)

Summary, analysis and evaluation:

1. Inadequate preparations before the meeting

2. The coordination was not up to standard during the meeting, and there was no urgent solution

3. What do you learn from it? How much have you grown through an activity.

IV. Follow up after the event:

1. Customers who have not paid the deposit in the event shall follow up by phone and ask them to pay the balance at the store as soon as possible;

2. Customers who have enjoyed the preferential treatment during the event will call the store to get gifts or do periodic care. (Increase the number of people entering the store);

3. Invite VIP members to get points and gifts (increase the number of people entering the store);

4. When customers come to the store to communicate with them, they will know what kind of services they want and what products they want to use;

5. Invite customers to the store again to exchange their experience and methods of using products face to face (very important)

"Increase the number of people entering the store - improve the counter order rate - improve the quality of each order"

best Times

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Proper timing of promotional activities will lead to twice the result with half the effort, while improper timing will lead to trouble and thanklessness. Let consumers have free time to participate as much as possible, and make it convenient for consumers in the place, and communicate with urban management, industry and commerce and other departments in advance. Not only the time and place of launching the promotion campaign is very important, but also the duration of the best effect will be analyzed in depth. If the duration is too short, repeated purchase will not be realized within this time, and many benefits that should be obtained will not be realized; If the duration is too long, the cost will be too high and the market will not become hot, and the value in the eyes of customers will be reduced.

Best place

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A suitable and best place must be selected for promotional activities, for example, the place with large site, high safety performance, large flow of people, and a relatively concentrated place is the best place

Expense budget

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Without interest, there is no sense of existence. A budget shall be made for the cost input and output of promotional activities. The reason why the "Sunshine Action B Plan" of Edo VCD ended in failure was that there was no budget for the expenses. It was only after the activity was carried out that it was found that the plan company had no financial support at all. It is not enough to rely on a good idea for a good promotion.

Effect evaluation

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Predict the effect of this activity, so as to compare it with the actual situation after the activity, and summarize the success and failure points from the stimulation degree, promotion opportunity, promotion media and other aspects.

Of course, the above 12 parts are just Promotion scheme In addition, the person in charge should also boldly imagine, carefully seek confirmation, analyze, compare and optimize the combination, so as to achieve the best benefits.

Accident prevention

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Every activity may have some accidents. For example, the intervention of government departments, complaints from consumers, and even sudden changes in weather make outdoor promotions impossible to continue. Necessary human, material and financial preparations must be made for every possible accident

Activity cooperation

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A successful promotional activity needs all-round advertising cooperation. What kind of advertising creativity and expression methods should be selected? What kind of media to hype? These all mean different audience arrival rates and cost inputs.

Gift requirements

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1. Be expressive or persuasive, and can fully and accurately display the brand concept;

2. Be able to make target consumers agree;

3. It is shocking, novel and extraordinary;

4. Have good emotionality;

5. Good consistency.

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