How to make a promotion strategy?

The so-called promotion refers to the promotion activities that enterprises use various short-term incentives to encourage the purchase or sale of enterprise pr

The so-called promotion refers to the promotion activities that enterprises use various short-term incentives to encourage the purchase or sale of enterprise products or services. I will share it with you. Welcome to see it.

Make a promotion plan 1

First, determine the promotion target.

The promotion goal comes from the basic marketing communication goal, which comes from the more basic marketing goal of the product. From this perspective, the specific target of promotion will vary according to the target market. As far as consumers are concerned, the goals include encouraging consumers to use products more and promoting them to buy in large quantities, trying to win users and attract users of competitor brands. As far as retailers are concerned, the objectives include attracting retailers to operate new products and maintain a high level of inventory, encouraging them to buy ordered goods, storing related products and projects, offsetting the impact of various competitive promotions, establishing brand loyalty of retailers, and obtaining cooperation and support from new retailers. As far as salespeople are concerned, their goals include encouraging them to support a new product or model, encouraging them to find more potential customers and promoting the ordered goods.

Second, choose promotional tools.

There are many different promotional tools that can be used to achieve different goals, and various new tools are still under development. When choosing promotional tools, we must fully consider various factors such as market type, promotional objectives, competition, and cost performance of various promotional tools. Below we only analyze it from the perspective of market type and promotion target.

1. Promotional tools used by enterprises in the consumer market.

If the promotion target is a competitor's promotion, you can design a set of product combinations with reduced prices to obtain a quick defensive response. If the enterprise products have obvious competitive advantages, the goal is to attract consumers to take the lead in adopting them, and the product samples can be used as effective promotional tools. Enterprises can give free samples or trial samples to consumers, especially when launching new products. These samples can be provided by door-to-door, mail and shops.

Distribution, posting on other commodities, or giving away through public advertisements.

2. Promotional tools used by retailers in the consumer market.

Retailers care about customers' patronage, buying and attracting more people into the store, and the choice of promotional tools is around this goal. Discount coupons, special packages, gifts, transaction printing, display of purchase and sale points, commodity demonstrations, competitions, prizes, games, etc. Most commonly used in retail.

A coupon is a voucher for the holder to avoid paying a certain amount when buying a certain commodity. Discount coupons can be mailed, posted on other commodities or posted on advertisements. This is an effective tool for selling mature brand products, and it can also encourage buyers to try new brands at an early stage.

Special packaging is a way to provide consumers with goods sold at a lower price than normal, and its practice is to attach a mark to the packaging or label of the goods. They can take the form of discounted packaging, that is, the goods are packaged separately and sold at a reduced price. For example, the original price of buying a commodity can now buy two. It can also take the form of combined packaging, that is, two related commodities, such as toothpaste and toothbrush, are sold at reduced prices together. The special package is very effective for short-term sales.

Make a promotion plan 2

Giving away prizes means selling or giving away a commodity for free at a fairly low price, and buying a specific commodity as * * *. There are three main forms: ** 1*** with gifts, which can be attached to goods or packaging, or the packaging itself is a reusable container; ***2*** Free mailing gifts, that is, when the consumer hands over the packaging, label or other evidence that he has purchased this commodity, the store will send him a commodity for free; ***3*** Low-price mark-up, that is, it is sold to consumers who need this commodity at a price lower than the normal retail price.

Transaction printing is an extraordinary prize that customers get through purchase. Customers can exchange them for some goods through the stamp exchange center. Merchants who initially adopt trading stamps tend to attract new business, and other businessmen passively follow suit. Finally, trading stamps became everyone's burden. As a result, some businessmen decided to give it up and sell it at a reduced price.

Competitions, prizes and games give consumers, middlemen or salespeople a chance to win something, such as cash, travel or goods, in return for their luck and hard work. The competition requires a certain project to be presented to consumers, and the best one is judged by the referee or jury. Consumers are asked to put their names into the lottery box to win prizes. Games refer to things that sellers give to consumers every time they buy, which will help consumers win prizes. Giving away prizes means selling or giving away a commodity for free at a fairly low price, and buying a specific commodity as * * *. There are three main forms: ** 1*** with gifts, which can be attached to goods or packaging, or the packaging itself is a reusable container; ***2*** Free mailing gifts, that is, when the consumer hands over the packaging, label or other evidence that he has purchased this commodity, the store will send him a commodity for free; ***3*** Low-price mark-up, that is, it is sold to consumers who need this commodity at a price lower than the normal retail price.

Transaction printing is an extraordinary prize that customers get through purchase. Customers can exchange them for some goods through the stamp exchange center. Merchants who initially adopt trading stamps tend to attract new business, and other businessmen passively follow suit. Finally, trading stamps became everyone's burden. As a result, some businessmen decided to give it up and sell it at a reduced price.

Competitions, prizes and games give consumers, middlemen or salespeople a chance to win something, such as cash, travel or goods, in return for their luck and hard work. The competition needs to propose some kind of project to consumers, and judge the best one through the referee or jury. Consumers are asked to put their names into the lottery box to win prizes. Games refer to things that sellers give to consumers every time they buy, which will help consumers win prizes.

Sales promotion tools used by enterprises for salespeople.

Salespeople often recommend many different brands of goods to consumers. Therefore, enterprises often directly use sales competitions, sales bonuses, prizes and other sales promotion tools used by sales personnel. The sales promotion tools used by the above-mentioned enterprises for middlemen can also be used for salespeople, including salespeople of middlemen and salespeople owned by enterprises.

To make a promotion plan, enterprise marketers should not only choose the appropriate promotion tools, but also make some additional decisions to make and clarify a complete promotion plan. The main decisions include incentive scale, participants' conditions, distribution of marketing media, selection of promotion opportunities, and total promotion budget.

Scale of incentives

Marketers must determine the scale of incentives to make the cost/benefit effect of enterprises the best. In order to achieve successful promotion, a certain scale of minimum incentives is necessary. Assuming that the sales response will increase or decrease with the strength of the discount, a discount coupon with a price reduction of 15 yuan will bring more consumers to try it out than a discount coupon with a price reduction of 5 yuan, but it is not certain that the response of the former is three times that of the latter. In fact, the sales response function is generally S-shaped, that is, when the incentive scale is small, the sales response is also small. A certain minimum incentive scale is enough to make the promotion activities begin to attract enough attention. When it exceeds a certain point, the greater incentive increases the sales response in the form of decreasing rate. By investigating the relative ratio of sales to cost increase, marketers can determine the best incentive scale.