Methodological Strategies for Promotional Strategy Tactics

More often than not, the victory of a battle is not focused on a single two armies against each other, but the early warning system before the war. For the promotion of war, is also true - the establishment of accurate and fast promotion of competitive information system, timely detection of competitors' promotional trends. The earlier the discovery, the earlier the measures can be taken, the more proactive the result will be. You can build an early warning system of information from the following aspects.

1. Collecting internal intelligence of rivals

If rivals want to launch promotional activities, they will definitely carry out promotional preparations in advance. As a result, the relevant sales and marketing departments within their companies will definitely make preparations in advance. Therefore, we must establish a good relationship with the competitor's internal staff or their next customers, and often communicate with them, so as to establish a feedback system for promotional and competitive information.

Peak of attention to the movement of dealers

Competitors do activities, its partners and channels will certainly be informed of the activities, or received training in promotional activities. In fact, some of the channels, at this time are "crying children" - grabbing resources, so that there will be "milk to eat". Therefore, some information can easily be revealed.

3 to understand the terminal details of the dynamic

For the channel promotions, mainly focused on encouraging, pulling the channels and terminals of the amount of goods. Therefore, through the channels and terminals of the amount of withdrawals can be a little known.

Sung to watch out for changes in the store

The promotion for consumers is mainly to encourage them to buy. Therefore, you will definitely use promotional materials in your store, which is the best way to understand your competitor's consumer promotions. In fact, all the actions of competitors, absolutely not silent, will certainly be in the channel, terminal performance, as long as the usual attention, it is easy to grasp its end.

Be careful to maintain promoter relations

Take the initiative to contact competitors' promoters to find out the status of their company's short-term promotional activities.

Choose to familiarize yourself with the media and advertising agencies

Many large-scale promotional activities often have to cooperate with the media's publicity, in accordance with the routine, whether it is television or newspaper publicity plan, have to declare arrangements in advance. Then, in the process of the competitors to carry out the relevant advertising campaign reported, its advertising agency and the media's advertising department will be able to learn the relevant information.

Borrow prying into the business of logistics companies

Competitive brands in the local either directly or to dealers do, warehousing, transportation, loading and unloading and other logistics links are essential, and the general warehousing and transportation companies do not care about the confidentiality of the customer's data on the amount of storage and transportation, and some even hanging in the office, through which they can be informed of the competitors want to carry out promotional activities.

The owner of a print shop

Many businesses have a print store located in their foreign offices. In order to save time, larger print jobs, photocopying jobs, or complex graphic forms are taken to these stores, and with a little advance organization, it is easy to obtain the information. It should be noted that the information collected must be analyzed professionally. Professionals with experience in the management of promotional activities can be based on all aspects of feedback information, speculation on competitors' promotional activities strategy, to determine the main content of promotional activities (including time, scope, promotional products, promotional methods, roughly the budget, etc.), the formation of a basic response strategy. In fact, the two armies against each other, not simply hard to fight, but to pay attention to the application of tactical skills.

1. Borrowing power to fight the strategy

With the help of competitors of a certain power, through a certain strategy to their own hands. This is like the "Smiling Proud Wanderer" in the star sucking technique, in the opponent's moves, must find ways to turn the other side of the advantage into their own advantage. For example, Lee Brain is a local brand, the college entrance examination period is approaching, in the brain platinum, brain easy and other well-known brain supplement brands have launched the effect of promotions and invite some people to say in the field, Lee Brain has set off a promotional whirlwind of "ineffective to take the balance of the payment". As a weak brand, Lee Brain could not compete with big brands in advertisement and could not make stronger investment in promotion. Therefore, the only way to follow up on the promotion was to use the strength of the brand to fight against the big brands - by adopting the campaign of "If you take it for one month and your performance does not improve, you will not pay the rest of the money". This time, because with the big brands together, and adopted a special strategy, so it effectively solved the problem of consumer trust, but also enhance the visibility.

Peake hit its soft underbelly strategy

In the war with competitors before, must do "know yourself and know the enemy", so as to win a thousand miles. In fact, competitors, no matter how to invest resources in the entire channel chain will have a weak part. For example, too much investment in the channel, so the end of the investment is often not enough, if more investment in the terminal, the channel will often invest less. Again, when facing the Chinese region, may not have an advantage in some regional markets, these are good opportunities to attack. For example, in the Motorola for their own new product advertising, some domestic cell phones are quickly organized to intercept the terminal, in the interception, but also hit the new signboard, and low prices into the competitors attracted to the retail store customers hauling a part of their own counters, special areas. This model is most effective when competitors ignore the terminal implementation.

3 looking for differences in strategy

Sometimes, hard hitting is not working, to learn to differentiate the attack. For example, competitors to take the price war, the war on giveaways; competitors to carry out the war on the lottery, the war on the purchase of gifts. Coca-Cola's "Cooler" products listed in Beijing, due to product positioning is with a mysterious recipe for children aged 5 to 12 years old to drink juice, price positioning than the leading brands of fruit juice drinks market 20% higher. At that time, the market competition was very fierce, and many companies played the price reduction card. Eventually, Coca-Cola came out with a new way of promotional innovation: since "Cool Kids" was listed on the market in a "role marketing" way, then people would come to a "role promotion". So, "cooler" dolls into the classroom to send "cooler" drinks and stationery boxes, buy "cooler" drinks to give "cooler Cool Kids" dolls were given out in classrooms, "Cool Kids" drinks and stationery boxes were given away with the purchase of "Cool Kids" drinks, "Cool Kids" drinks and gifts were given away with the purchase of a "Cool Kids" set at McDonald's, "Cool Kids" lucky tree raffles were held, and "Cool Kids" face paintings were collected, "Cool Kids Roadshow

Sung Early Strike Strategy

Sometimes, rivals are much more powerful than people, and the intensity of their promotions is naturally stronger than people's. In this case, the best way to deal with them is to use the same promotional tactics as you would in the past. At this time, the best way to deal with this is to do the promotion in advance, so that the consumer's demand can be satisfied in advance, and when the opponent's promotion is carried out, the consumer is no longer interested in it. For example, Company A is preparing to launch a new laundry detergent product and has planned a series of promotional campaigns for Brand B. Although Company B does not know exactly what methods Company A will use, it knows that its own strength can't compete with it. So, a month before the launch of the A product, Company B began a frantic promotion - the launch of a large package, and buy two get one free, buy three get two free, low price captured the vast majority of housewives. When the brand A product was officially launched, it sat on the shelves almost unnoticed because housewives had already stocked up on brand B products.

Additionally, if you've been in certain industries for a while, you'll have a good idea of when competitors will be launching promotions. For example, in the face of holiday consumption "blowout", "May Day", "11", New Year's Day, the Spring Festival, the major brands will certainly start promotional activities, promotional activities in the form of general are There will not be much change, often a gift, channel incentives, terminal incentives. Often analyze competitors, you can find some regularity. For competitors' usual methods, you can take action in advance, the best defense is attack. For example, in 2005, in response to some dairy companies in previous years to travel as a prize for the promotion. Being in the "fresh" camp of another dairy giant Guangming early in East China launched a "Hong Kong Disney Tour" for their fresh products to help promote, and for the first time in the industry to extend the destination outside the mainland. "Hong Kong tour" has just ended, Bright immediately followed with CCTV sports channel "Bright Dairy city to city" program alliance, synchronized in China to hold a "healthy Bright color China! Bright immediately after the alliance with the CCTV sports channel "Bright Dairy City to City" program simultaneously held in China to "Healthy Bright drink colorful China" as the theme of the large-scale marketing activities. Its promotional products include not only its fresh dairy products, but also some room temperature liquid milk, and the awards are also set to break the level again, "100 people in France health tour" as an attractive prize.

Be careful of the tit-for-tat strategy

Simply put, the tit-for-tat strategy is an attack on a competitor's strategy.

For example, between 1999 and 2001, a famous peanut oil brand issued a large number of promotional materials, claiming that its main competitor's salad oil products are not nutritious and flavorless, and look good but do not taste good. 2004, the brand changed the theme of the publicity, saying that the competitor's salad oil raw materials in the production process of gasoline soaked, in order to attack the competitors, to enhance their own sales purposes.

Choose to ride along strategy

Many times, when people know that their rivals are about to use some kind of promotional tactics to capitalize on the situation, due to a variety of conditions, people can not be suppressed, and can not be carried out as it is, but due to the fact that it can be expected to be effective, if they do not follow up, they will lose the opportunity. At this time, the best way is to ride the wind. For example, just recently past the World Cup, Adidas all-round sponsorship. Nike is another way, for the network users accounted for a large proportion of young people (Nike's potential customers), chose to cooperate with Google, created the world's first soccer fan community website, so that soccer enthusiasts in this network platform together to exchange their favorite players and teams, watch and download the game video clips, information, Nike star athletes ads and so on. With millions of registered members, the World Cup in Germany has become a true "Internet World Cup" for the Nike brand.

Borrowing is a counterproductive strategy

Consumers' minds are easily transformed. Therefore, when the rival promotion is very effective, and people can not follow up, suppress, then it is best to sing the opposite, the consumer's mind will be reversed back, at least to disturb them, so as to achieve the effect of weakening the rival's promotions. For example, in 2001, Glanz launched a price-cutting strategy aimed at "cleaning up the house" and reduced the retail price of a best-selling microwave oven to 299 yuan, targeting the U.S. Six months later, Glanz reduced the price of all its domestic top-grade mainstream best-selling models, including the "Black Diamond Series", and the "Black Diamond Series". Six months later, Glanz reduced the price of its domestic high-end mainstream best-selling model "Black Diamond Series" to RMB 299 yuan. At the same time, the United States also carried out a full of gunpowder activities, to the major newspapers faxed a "response on a manufacturer to launch the microwave oven below 300 yuan" material, that Granz "false statements to mislead consumers", the United States want to "Strictly repudiate malicious speculation behavior"; in 2001, the United States also launched a grand "broken (Granz) action".

Surrounded by the strategy of adding a hundred pounds to a hundred

The so-called "adding a hundred pounds to a hundred pounds" is to add a little bit more to a rival's promotional offer, e.g., if the rival lowers the discount by 30%, one lowers it by 50%, if the rival offers 10 for every 100, one offers 10 for every 80, and very often the consumer may change his purchase intention because of this little bit of extra discount. change the willingness to buy. For example, a bottled water company, held a "into a case (12 bottles) of water for 5 packets of napkins" campaign. In the first two weeks, the campaign was very successful in the traditional channels (small retail outlets). In response, another beverage company increased its promotional efforts. It launched a "Buy Water, Get Diamonds" campaign. That is, during the promotional period will give away 100 diamonds, valued at 5,600 yuan / piece. Take the lottery to determine the winner. In addition, during the promotional time, every purchase of 2 cases of water, valued at 100 yuan, you can get 800 yuan worth of diamonds to buy vouchers, to buy diamonds in the designated jewelry store, and promised that the winning rate of up to 60% or more. The promotion turned out to be surprisingly hot.

⒐错峰促销策略

Sometimes, for competitors' promotions, it is entirely possible to avoid their sharp edges, according to the scenario, the target customer and so on, accordingly to the different promotional planning, systematic thinking. For example, Gujinggong carries out a series of promotional activities such as "Wine for parents and teachers" for the promotion of students; "Wine for the old cadres"; "Free delivery of Toyota float" for the marriage. A series of promotional activities, such as "free Toyota float" for marriage, have achieved good results.

Sneaker Promotion Innovation Strategy

Innovation is the magic weapon of promotion. In fact, even an ordinary price promotion, can be combined with a variety of different ways to play, to achieve the corresponding promotional purposes, which is the charm of innovative promotions. For example, the series of promotional combinations launched by Uni-President's "Fresh Orange Multi" to match the core connotation of the brand, "Drink more, look more beautiful", not only accomplished sales promotion, but also achieved the purpose of effective communication between the brand and consumers, and building brand loyalty. Taking into account the brand positioning and the characteristics of the target consumers, Uni launched a series of promotional activities related to "beautiful" to deepen consumers' understanding of the brand. For example, Uni-President launched "Uni-President TV-GIRL Audition", "Uni-President Shiseido City Beauty Show", "Uni-President Sunshine Girl" and "Uni-President Fresh Orange Girl" in different regional markets. "The activities such as "Sunshine Frequency Unified Fresh Orange Multi Shining DJ Challenge" greatly enhanced the product's popularity and reputation among the major consumer groups, promoted the formation of terminal consumption and removed the barriers to terminal consumption and identification.

Integrated response strategy

Integrated response strategy is to cooperate with complementary products for joint promotions, so as to maximize the effect and surpass the voice of competitors. For example, to see the house is to send welfare lottery tickets, winning millions of prizes in the snacks; another example, the Founder's computer with Erie milk and Coca-Cola's joint promotions, Haier Ice Bar and Xintiandi Wine joint community, hotel promotions and promotions. In the promotional process to be good at "borrowing", on the one hand, to cultivate a variety of different ways of cooperation, such as Coca-Cola and Internet cafes, McDonald's, Dinesh Park, such as cooperation, natural gas and real estate developers, home appliances and real estate cooperation, etc.; on the other hand, to take advantage of the professional hypermarkets and well-known chain companies, the first to seize the terminal, and then gradually form a control over the terminal. Then gradually form the control of the terminal.

Application form serial promotion strategy

To ensure that the promotional link of the chain to ensure the effectiveness of the promotion, but also easy to suppress competitors. In fact, promotional activities are usually attended by three parties: customers, dealers and salesmen. If the salesman's gravitational force, the dealer's push, the event site on the customer's pull of the three forces linked together, you can achieve the purchase of attraction, maximize sales. For example, the theme of a company's activities is "weight loss gift! Triple awards you get", the prizes from digital cameras to health care mats, set the first, second and third prizes and customer participation awards. Anyone who buys weight loss products up to a course of treatment will be given a scratch card ticket. Customers who do not win the grand prize can participate in the second lucky draw at the end of the one-month campaign if they fill in the scratch card coupon with their name, phone number, age, weight, medication, and other personal information and send it to the company or leave it at the pharmacy's cashier's counter. Prizes range from a 34-inch color TV to a Walkman for first, second and third place. If a young woman aged 18-28 sends her artistic photo together with the invoice for the purchase of medicine to the company's promotional activities team, she can participate in the beauty contest jointly organized by the company and the Evening News (which is a follow-up promotional activity to this promotion). This activity, with its high level of customer participation, long activity period and complex activity program, immediately suppressed the competitor's single buy-one-get-one-free activity.

Well-utilized wave and valley strategies

A pure fruit juice brand A has countered the competitor's campaign - by launching a large-scale consumption points accumulation of free gifts promotion (according to the different consumption amount to give different gift rewards). Within a few days of the event, it was countered by a much stronger promotion of the same type by competitor B. A's promotion was scheduled for four weeks, and when it saw such a strong counterattack by the competitor, it immediately stopped the promotion. A week later, A's promotion was restarted. However, the format was changed to a "bundled offer". As a result, although the competition spent a lot of money to block the promotion of product A, product A still achieved good sales in the following month.