[China Glass Network] "Speak a thousand words, as long as the sales sentence" This is a mantra of a dealer friend. Although the words are somewhat utilitarian, they also explain one truth: a better measure to consolidate the sales network is to ensure that dealers' sales increase. The conventional weapons that guarantee sales volume - promotion, has become a weapon for most businesses to try. Promotion is a double-edged sword. If you use it well, it will be a five-pointer, and you will win the market and make a profit. If it is not used well, it is a loss of good fortune, not only wastes human and financial resources, but also the confidence of the next promotion, and even the fire is burned and beaten by opponents.
★ Clear promotion purpose
The only end goal of the promotion is to attract customers and increase sales. However, according to market changes and product cycle changes, promotions have different purposes. It can be roughly divided into four:
First, new products, attract customers
At the beginning of the new product launch, merchants often carry out some promotional activities in order to attract customers' attention. Such as: on-site lottery, road show, expert free consultation. At the scene of the event, there were fiery and exciting songs and dances, and product knowledge and prize-winning activities were interspersed with banners, slogans, and emptiness. In general, such promotion activities, the author believes that the entertainment of the event should be increased to a greater extent, attracting attention and improving attention is the primary consideration. Secondly, engaging in appropriate price concessions during the activity period, inducing some customers to try new products. Purchase action.
Second, suppress opponents and protect the market
The fierce market competition will evolve to the competition of promotion means to some extent. Whoever has a large promotion and good effect, whoever has a higher market share, will have the decision to defeat the opponent. Therefore, when competitors engage in promotional activities, we must not wait for it, and we must carry out targeted promotions. Otherwise, once passive, it will be beaten everywhere.
Third, compete for customers and expand the market
When the products are in a strong competitive position in the market, there must be no arrogance and arbitrage in the Nanshan. The promotion will continue. At this time, the purpose of promotion has become to compete for customers and expand the market. Regardless of the promotion intensity and promotion methods, it is required to seek new ideas. Strive to eliminate competitors in a shorter period of time. Can't give the opponent any breathing space. The fact is that some of our strong brands in the market are often pulled down at this stage because of pride and complacency and contempt for the enemy.
Fourth, reward customers and increase sales
If the product is a small product, or is in the midst of a product decline and no big promotion costs, we still do not engage in promotions, and how to do it. If you don't want the product to die unnaturally, I think the promotion is still going on. The purpose at this time is to try to increase the amount of promotion. It is to buy gifts, or to return cash, return gifts, redemption of prizes depends on your Eight Immortals across the sea.
Before the promotion is carried out, it is necessary to clarify the purpose of this promotion. We should design different promotional methods according to different purposes, as well as arrange the focus of the activities, the scope of promotion, and the intensity. This is a prerequisite only if the purpose is clear to ensure the effectiveness of the promotion. Some of our companies tend to promote for promotion. The phrase "promotion is a discount" is very representative. The author believes that promotion is not only to give customers benefits in terms of price, but more importantly to maintain and extend the life cycle of products. So that companies can get more profitable space.
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