How do enterprises carry out marketing promotion? How do enterprises control marketing promotion?

Adopting brand marketing, it is believed that in the era of brand marketing 3.0, to build a brand into a super IP can drive the fan economy. Marketing refers to a business activity in which industrial and commercial institutions publicize products to customers through various means in order to stimulate customers' desire and behavior to buy and expand the sales volume of products.

According to the characteristics of enterprises and products as well as the different marketing methods and tools, marketing can be divided into online marketing, offline marketing and integrated marketing.

From the traditional TV and newspaper media to the "fan economy" in the Internet era, the channels of marketing and promotion are more diversified. Taking users as the center and producing high-quality content is the core of marketing in the Internet age. According to the content of marketing promotion, there are advertising marketing promotion, non-advertising marketing promotion and other ways; According to the time span of marketing promotion, it can be divided into regional promotion, aging promotion, lasting promotion and comprehensive promotion.

How to promote business?

Marketing is a global activity and needs a series of overall activities. Promoting business needs the help of tools and teams.

To carry out marketing work, we should remember the following processes:

Market research-market segmentation-publicity strategy-channel strategy-distribution promotion means collocation.

Operation:

1, regional division and strategy formulation

First of all, determine the scope and positioning type, and concretize the regional marketing strategy. After determining the regional scope, it is necessary to classify and locate the regional market and divide different regional types.

2, in-depth investigation to establish business details.

First of all, we should establish sub-regional distributors and retailers, and secondly, our own business personnel should learn more about other relevant situations of such customers and establish detailed information of target customers.

3, the target responsibility to people.

In your own team class, you must refine your goals and blame others. On the one hand, it ensures the possibility of achieving the goal, on the other hand, it can better unite people's hearts and team strength.

4. Competitors are also cooperative friends.

Rationalize your competitors and don't hate them. Know yourself and yourself. As a regional marketer, we must make a necessary and systematic analysis and summary of ourselves and our competitors.

5. Optimize customer management based on the market.

We should not only encourage our customers, but also manage them. Excessive incentives can easily lead customers by the nose, and only refined management can ensure the long-term regional market. This kind of management refinement is usually reflected in the constraints on customers, prices and credit and the management of goods smuggling.

6. The punishment measures shall be unified from top to bottom.

Generally speaking, there should be a comprehensive and detailed assessment index and detailed reward and punishment rules, and in this process, it must be formulated according to the actual situation of the whole staff.

The focus will be reflected in the quantitative marketing plan. For example, the positioning of market segments will lead to the scale of potential consumers in the target market, the arrival rate, awareness rate and possible purchase rate in the publicity strategy. Distribution and promotion incentives, etc.

Carry out marketing activities around the above process to form a marketing plan, and then carry out marketing activities step by step.

The core of the promotion business is also around the above work.

Operation:

1, necessary promotion and marketing

With the help of various media, marketing promotion.

2. Make a good product

For example:

Develop or introduce the latest products, keep up with the market rhythm and update the packaging in time.

Accurately locate your product market and market it by necessary and unique means.

Establish professional sales terminals, open specialty stores, or set up counters in some stores.

You can also set up a marketing team to contact customers at home.

Precautions:

Ordinary marketing managers will focus on the company's past marketing activities, marketing effects, channel layout coverage and customer group characteristics of channel openings, and do a good job in distribution promotion activities to maintain the sales of the company's products.

Large-scale marketing activities need the company's overall support, strategic support and financial support, so according to the company's needs and responsibilities, choose a node in the above process to carry out the work.