Advantages and disadvantages of how to do a good job in holiday promotion with network marketing model

The advanced here is to do a good job in market research and industry analysis, make a reasonable network marketing plan according to accurate data and previous laws, and then carry out around the plan. Instead of blindly promoting. The promotion of holiday online marketing is very important. Only by finding out the psychology of their own consumer groups and the strength of competitors in the industry can we work out a plan that suits them. In this way, it will be accurate in network marketing, and it will be successful without detours. It takes a lot of skill. The main thing is to foster strengths and avoid weaknesses, so that our effect will be more obvious.

Second, play a good emotional card.

Holidays are usually happy days for friends, relatives and close lovers. We can make different styles of themes for different festivals. For example, Christmas is a festival for young people, and colleagues, classmates and friends will get together, so we should determine the direction of online marketing according to their needs. Fashion and happiness are the main elements. New Year and Spring Festival are the time for family reunion, so we can use topics such as reunion and happiness to guide the atmosphere. Valentine's Day is a romantic and warm day, and love is the main theme. So we play different emotional cards in such festivals, which is the necessary guarantee for our online marketing. This winter is cold, but with affection and love, it will become warm and our holiday online marketing will become warm and happy.

Third, fight the promotion war.

Many enterprises and businesses promote sales during holidays, but not all of them are successful. The reason is that they don't really start from the psychology of consumers and don't really understand the psychology of consumers. Promotion is sometimes a double-edged sword. Blind promotion will make enterprises and businesses pay a lot of money, but get nothing. Especially the vicious promotion with peers and competitors, the consequences are very embarrassing. In fact, when we have a discount promotion, sometimes we don't necessarily fight for whose price is lower. It pays more attention to our service, whether we give away the goods that consumers want, and our promotion not only gives consumers economic gains, but also psychological and spiritual happiness.

As the holiday approaches, the peak season of all industries is coming. We should make a careful analysis, do a good job in the preparatory work, truly grasp the business opportunities, and carry out successful online marketing. First, we should do things well, grasp the market conditions, and locate the psychological needs of consumers. Only in this way can we do a good job in holiday network marketing.

Price-the eternal promotion weapon

Edit this paragraph

Price is the key factor to decide whether buyers buy, except quality, performance and style. On the basis of pondering the buyer's psychology, the seller should create various price promotion methods that are easy for the buyer to accept and can stimulate the consumer's desire.

Today, I mainly talk about the price discount among the four discount methods of price promotion and its six specific schemes. You shopkeepers can draw inferences from others and apply them to the actual operation of your own shop!

Price discount

Option 1: illusion discount-give customers a different feeling

It is always generally believed that the quality of discounted goods will always be worse. This is a psychological hint. To dispel this psychological hint, the buyer should think that the product I bought is actually the original price, but I spent less money and made a profit.

How to operate specifically? For example, "You can buy goods with the value of 100 yuan in our store" or "You can choose goods with the original price in our store just by 99 yuan". These two situations are actually price concessions, but they give buyers a completely different feeling. If you give a 7.7% discount to the baby worth 130 yuan, then the buyer. However, if you change the name of the scheme to "100 yuan can take the goods with the value of 130 yuan", the buyer will think that the value of this product is still 130 yuan, and I can get it for only 100 yuan, and the quality is still 130 yuan.

Option 2: the value of money in an instant-let customers flock to it.

The promotion plan of "Precious Moment" is to let buyers snap up goods freely within a specified time and sell them at ultra-low prices. For example, in your store, the baby photographed between 9: 00 and 9: 05 every morning can be sold at the price of 5 yuan. This promotion seems to be a big loss, but in fact, this move has brought you a sharp rise in popularity and many potential customers, because in fact, the five-minute selection time is hasty. After five minutes, customers will still shop in your store. Now that we're here, we always have to buy something. Those customers who grabbed the special price for 5 yuan may buy more because they think it's cheaper. So this moment of attracting customers' attention with 1000 yuan, and after customers are attracted, the next step is to let customers pay for it voluntarily.

Scheme 3: One yuan over value-the promotion strategy of giving up small and taking big.

One yuan over value means that customers can spend one yuan to buy dozens or even hundreds of goods during the activity. Maybe many people don't understand a question: didn't this promotion plan make the store lose a lot of money? In fact, on the surface, this kind of 1 yuan goods really can't make money, but through these goods, the store attracts a lot of traffic, and if a customer buys a 1 yuan goods, it is likely to buy other goods in the store at the same time, because it also needs a package. And those buyers who come into the store but don't buy one dollar goods are likely to buy other goods in your store because they come in and see your baby.

Scheme 4: Critical Price-Customer's Visual Error

The so-called critical price is the price that gives people the first illusion in visual and perceptual understanding. For example, if the boundary is 100 yuan, then the critical price can be set to 99.99 yuan or 99.9 yuan. The most important function of this critical price is to give the buyer a visual error. There are not hundreds of this product, only dozens of pieces. Although this promotion strategy has been widely used in supermarkets and shopping malls, it also shows that this method has been tried and tested, and we can still use it in actual operation.

Option 5: Step price-let customers worry automatically.

The so-called ladder price means that the price of goods changes gradually with the passage of time. For example, new products are 50% off the first day, 60% off the second day, 30% off the third day, 20% off the fourth day, 10% off the fifth day, and the original price on the sixth day. This gives customers a sense of urgency in time, and the earlier they buy, the more cost-effective, reducing the hesitation time of buyers and prompting them to shop on impulse. Of course, there are many ways of ladder, and the store can set it according to its own actual situation. The purpose of doing this is to attract customers without losing money in the store.

Scheme 6: Price reduction and discount-double benefits for customers.

Price reduction plus discount is actually a combination of price reduction and discount for a commodity. Compared with pure discount or pure price reduction, it has an extra bend, but don't underestimate this bend, which is very attractive to customers. First: for customers, compared with price reduction and discount, customers will undoubtedly think the latter is cheaper. This kind of psychology makes customers lose their original judgment and be attracted by promotion. Second, for shops, it improves the flexibility of promotion and increases the price paid for promotion. For example, if a commodity with a price of 100 yuan is directly discounted at 60%, a commodity will lose profits in 40 yuan. However, if we first reduce the price of a commodity with a price of 100 yuan 10 yuan and then give it a 20% discount, then the lost profit of a commodity will be 28 yuan. But buyers feel better about the latter.

Price discount is the most convenient and effective way to promote sales. Shopkeepers can follow some of the ideas mentioned above and apply them to their own stores, which will definitely do better.

Holiday marketing strategy

Edit this paragraph

It is difficult to cover all links in a holiday marketing activity, so holiday marketing must be targeted, prioritize and focus on terminal access. By stimulating two terminals, retailers and consumers, a straight line is formed, and the whole sales surface is pulled out.

Retail businesses include supermarkets, warehouses, department stores, shopping malls, hypermarkets and electronic cities. The main goal of terminal marketing activities is to improve the retailer's product inventory, improve the over-the-counter rate, realize the sales point with distinct advantages and effectively cooperate with the manufacturers' holiday promotion activities through a series of activities.

For consumers' marketing activities, it is necessary to analyze consumers' product inclination, holiday consumption behavior, acceptance of promotion methods, and market attitude towards similar competitive products, prices and channels, and finally decide to increase new consumers through the launch of new products? Is it to consolidate existing consumers through promotion? Or attract users of competitive brands through 4P means?

Festival marketing activities must have quantitative indicators in order to achieve the purpose of planning, assessment and control. Quantitative indicators usually include sales, market share, gross profit margin, comparison date, growth rate, repeat purchase rate, promotion advertisement arrival rate, etc.

At the same time, the choice of marketing communication tools is very important. During the holiday season, the market competition is fierce and the market demand is strong, which makes the holiday marketing activities not only require enterprises to quickly launch marketable IT products and set attractive prices, so that target customers can easily obtain the products they need, but also require IT enterprises to take the opportunity to strengthen or reshape their brand-new image in the market during the holiday season, and design and spread novel and unique appearance, characteristics, purchase conditions and products. Bring information such as interest temptation to target consumers, spread and promote activities according to the cultural background, income and regional culture of different consumers, and fully disclose and display this information in special periods (festivals) and special places by using these tools or activities to form extraordinary scale consumption. These marketing communication tools include the combination and optimization of advertising promotion and propagandist promotion.

For example, in order to consolidate the market of mature IT products, holiday marketing can take the form of sending small face value coupons and serial lottery. In order to introduce new products, reduce prices, try them for free, buy one get one free, mail product catalogs, quotations, etc. Be adopted; At the same time, it can also create public relations events and use a news promotion event to promote products or enterprises, such as giving back to social activities, sports sponsorship or star promotion. Of course, some theme advertisements, from colors and titles to programs and activities, can highlight the holiday atmosphere and create holiday business opportunities.

Holiday promotion method

Edit this paragraph

(1) Different market types need different types of promotional tools, such as IT and supermarkets, supermarkets and department stores, shopping malls and hypermarkets. There are similarities and differences in the characteristics and environment of supermarkets and electronic cities, and the promotion methods should also be different.

(2) Competition conditions and cost allocation. This includes the strength, conditions, advantages and disadvantages of IT enterprises themselves in the competition, as well as the conditions and environment for competing brands. From this, the scope, quantity, variety, discount rate, incentive design and redemption rate, product sales expenses and additional interest expenses (referring to the return and recovery rate of investment) that the enterprise can provide are formulated.

(3) Selection of promotional media. For example, when choosing coupons as promotional tools, the media must queue up, how much should be sent directly to customers, how much should be packaged and distributed, how much should be sent directly to home, and how much should be attached to newspapers and magazines. It should be quantified, refined and rationalized.

(4) The timing of promotion is the beginning of success, and the beginning and end of the timing are the life clocks of holiday marketing, which must be paid attention to. Too long and too short will restrict the smooth development of holiday marketing. According to foreign practice, the holiday marketing promotion date should be half a month, with 4 days before the festival as the promotion period, 7 days in the festival as the key period and 3 days after the festival as the repair period, and the duration of each period should be the length of the average purchase cycle.

(5) Selection of promotion target: There are various promotion targets for holiday promotion, which can not only promote the sales of consumers and social groups, but also promote the sales of middlemen and retailers, and also promote the sales of salesmen and even peer manufacturers and suppliers. Distinguishing priorities and correctly selecting promotion targets are the primary factors to be considered in holiday marketing. Generally speaking, only when products are transferred to consumers can the operation of enterprises be finally completed. So the object of holiday promotion should be to stimulate consumers, supplemented by sales incentives for retailers. However, if it is a large-scale festival marketing activity, considering the scale and effect of completion, it must be promoted in multiple sectors and used in multiple ways.

Key points of holiday marketing

Edit this paragraph

The first point: clear objectives.

It is difficult for a holiday marketing activity to cover the whole channel, so holiday marketing must be targeted, prioritize and focus on solving terminal channels. The main goal is to improve the retailer's product inventory, increase the counter rate and realize the superiority and vividness of the point of sale through a series of activities.

The main goal of marketing activities for consumers is to analyze consumers' tendency to products, holiday consumption behavior, acceptance of promotion methods and market attitude towards similar products. Festival marketing activities must have quantitative indicators in order to achieve the purpose of evaluation, control and planning.

As giving gifts during the Spring Festival is a folk custom in China, some products can give gifts. At the same time, some daily necessities that are consumed in large quantities during festivals are also suitable for holiday promotion. During the New Year in China, consumers like to buy and store new year's goods in large quantities. For the promotion design of these daily consumer goods, we should not only cater to the festive cultural atmosphere, but also consider consumers' desire for economic benefits. Design activities should not only focus on the wonderful, but also consider the reality.

Point 2: Highlight the promotion theme.

In order to give consumers a refreshing feeling, promotional activities must have a good promotional theme. Therefore, the theme design of holiday promotion has several basic requirements: first, it must have an impact and make consumers remember it deeply; Second, it should be attractive and interest consumers. For example, many manufacturers use suspense themes to attract consumers to explore psychology; Third, keywords should be short and easy to remember.

For example, if hotels want to do a good job in the New Year's Eve business, they must take "family fun" and "family photos" as the promotion themes and carry out targeted services.

Point 3: Pay attention to the promotion form.

When people think of promotion, many people will think of live performances, gifts, discounts, points, lottery and other ways. Although the promotion methods are similar, there is still a lot of room for innovation in details. For example, in the activity of "Grand Prize in the New Year, Thanksgiving and Courtesy" designed by a health care product company, a combination of promotion forms was carried out.

The enterprise has carried out two forms of combination, * * * has set up five awards: refrigerator, microwave oven, bicycle, thermos cup and "thank you", but it has also made a rule that consumers can exchange four "thank you" of scratch cards for a box of small packaged products. In this way, at the same time as the design award, the design of "buy four get one free" came in.

Point 4: Make the selling point of the product festive.

How to develop and promote new products suitable for consumers' leisure, entertainment and communication during festivals according to different holiday situations, holiday consumption psychology and behavior, the actual demand of holiday market and the characteristics of various products is the fundamental thing to successfully open up holiday market access and quickly seize the vast holiday market.

To realize the festival of products, we should pay attention to the three basic points of leisure, theme and nutrition, and all holiday marketing activities should focus on the "three-oriented" products. Innovative packaging, product "three-point feeding, seven-point packaging". Packaging should be "cool and dazzling", unique, and jump out of the same gold, red and purple holiday clothes, which are beautiful, practical and fashionable. For example, the "Little Wine Tiger" launched by Shandong Jingzhi Group, its packaging is not only a beautiful work of art, but also a unique set of wine utensils, and it is also an interesting collection.

Fifth, the promotion plan should be scientific.

To do a good job in holiday promotion, we should make full preparations in advance and consider various factors, especially the terminal personnel of the promotion must receive training and guidance, otherwise it will cause consumer dissatisfaction and the effect of the activity will be greatly reduced. At least three things should be done well in holiday promotion: the choice of promotion media, the choice of promotion opportunity and the choice of promotion object.

The sixth point: the design of promotional activities

Try not to confront powerful manufacturers, especially not to fight price wars with powerful opponents. We should find a new way to highlight our advantages and selling points. Although many people are willing to go out for a walk, eat and spend money during the Spring Festival, more people are willing to spend the holidays at home. How to make these people spend at home and contribute to the prosperity of holiday economy is a new topic at present.

The most fashionable way to spend money at home is to develop information consumption. Experts suggest that we should speed up the development of entertainment, sports, reading, communication, education, shopping and other consumer items on the information network. For example, you can order classic business cards and local dramas. At home through the network, cable stations and other channels, you can also order goods or gifts online at home and deliver them to your door through merchants. Those who don't know can join our exchange group. One is 1. Eight,,, 380. . . . . The ending is one, two, five,,,. . . . .