More ways to promote cosmetics

In the fierce and complicated market competition, sales promotion, with its unique charm, plays an important role in promoting enterprise sales, gaining consumers' trust and building famous brands. Promotion is like a sharp blade of an enterprise; It can directly hit the key points of the market, stimulate consumer demand, form consumption pull, and quickly realize the growth of sales. At the same time, successful promotion activities can also promote brand growth quickly and effectively.

So, what are the most effective ways to promote sales? This article will capture all the commonly used promotional tactics for consumers and let you gallop in the business war!

First of all, sample gifts

Sending samples is to give product samples directly to consumers, and to stimulate consumers to try products by giving them free experience. Giving away samples for free is considered to be the most effective way to get consumers to try out the purchase; Especially suitable for the promotion of new products in the market or the display in the later stage of the industry to seize strong competitors; At the same time, it plays a very good role in tapping potential customers, attracting new consumers and arousing consumers' attention and interest in new packaging. Practice has proved that giving samples to promote sales can create a high trial rate and amazing brand conversion rate, so that trial users can become real consumers. If your product still has a unique buying point, you might as well send samples, which can spread quickly, effectively attack competitors and seize greater market share.

But not all products are suitable for sample delivery, generally only suitable for mass consumer goods industry. If the value of a single commodity is too high, it is necessary to specialize in small bag distribution. This method is ineffective when the market for highly specialized goods or demand is small and there are special restrictions. Therefore, when using this method, we should first analyze the characteristics of our own products and target consumers to see if this promotion method is appropriate. The industries that use the sample delivery strategy the most are food, health care products, beauty cosmetics and cosmetics.

When using samples to promote sales, we must ensure that the point of purchase can surpass competitors, the distribution channels are fully unblocked, and the supply is sufficient before we can hold sample giving activities. Generally, it will be implemented one month before the new product goes on the market, and the effect will be better with appropriate advertising.

There are usually eight ways to give samples:

1, door-to-door gift: according to the product characteristics, choose the area with the most concentrated target for door-to-door delivery. This method is generally applicable to urban areas and densely populated areas. Cities can choose to distribute by households, such as residential areas and buildings, and the rural market is relatively scattered, so they can choose to set up distribution in towns and villages.

2. Shop gifts: People who come to retail stores have a certain degree of demand for mass consumer goods. Choosing to give samples in retail stores can directly popularize the target population. Practice has proved that if customers get goods that can be immediately experienced by samples in the store, they can consume them immediately.

3. Designated gifts: According to the characteristics of products and crowds in important places, you can also choose some public places with concentrated crowds to give samples to potential customers. Such as cinemas, schools, institutions, important street corners, bus stops, railway stations, subway stations, airports and so on. When giving away samples, it is best to attach product promotional materials or coupons and tell where to buy products, which will be more effective.

4. Mail gifts: Send samples directly to potential consumers through post offices or courier companies such as UPS and DHL. At present, China is limited to sending some publicity materials through the post office, which is just an advertising behavior. Due to the size of the goods, its mailing samples have never been promoted in the post office. In fact, the post office can take advantage of its "distribution" channel to vigorously carry out this business for enterprises.

5. Giving away coupons: Enterprises first give out free sample coupons through post bars, media or other channels, and consumers exchange coupons for gifts. Because consumers will only change their products if they are interested in them, this method has a good response, and coupons distributed by mail or media can also play an advertising role. The disadvantage is that it will bring exchange costs to consumers, and consumers in the middle state are not attractive to them because they are not exposed to physical objects.

6. Directional gift: For products with high value and targeted target groups, you can choose some marketing service companies, screen out the quasi-target groups in a certain area, and send samples to them in a targeted manner. This can not only directly hit the target group, but also save money.

7. Media gifts: Like the post office, the media in a city or region has a good customer network. When distributing newspapers or publications to media subscribers, you can send samples by the way. Unfortunately, most media didn't realize this and wasted their own "channel" resources. (generally operated by the delivery company affiliated with the media)

8. Gift: Choose a best-selling non-competitive commodity, preferably one related to the interior of the commodity, and attach a free sample. At this time, samples are often regarded as gifts of the goods. If the target group selected by this non-competitive commodity coincides with the target consumer group of this commodity, the effect is the best!

Second, packaging promotion.

The packaging promotion mentioned here is to make a fuss about packaging with packaging as the carrier to achieve the purpose of promoting sales. Its way is nothing more than packaging, packaging, packaging and repackaging. Its core content is to give samples or gifts directly with packaged products. You can also understand it as the use of "gifts" in packaging. As a consumer, it is really important to touch the packaging before touching the goods, especially when the consumer buys the products for gifts, and after using them, he achieves high satisfaction and naturally becomes a loyal customer of the brand, so it is listed separately.

There are several ways to promote sales by packaging:

1. Expand the use of packaging materials: This way is to expand the use of packaging materials or containers of products, so that consumers can obtain the core value of products and the value of packaging materials. Packaging is an indispensable part of commodities. Enterprises improve the use value of packaging, and can also improve the overall value of goods. If the wine bottle is designed as a delicate vase, consumers can get a delicate vase with the same amount of money while enjoying the wine, thus promoting the sales of products by improving the value of the packaging itself.

2. Gift in package: that is, the gift is attached to the package. In order to achieve better results, using this method makes it easier for consumers to have the impulse to buy transparent packaging products. For example, cereal bags give cups and children's food bags give toys. In recent years, there have also been some commodities whose gift value exceeds the value of the product itself, such as moon cakes giving gold rings and red wine giving gold wine glasses. Most of these practices are aimed at developing high-end markets, which are only applicable to some types of products. Most consumers buy them as gifts for others.

3. Gifts on packaging: Different packages are packaged together, but they are attached to the product packaging and sold together with the product. This is the method of giving gifts on packaging. This way is very popular with consumers because of its intuitive gifts. For example, a toothbrush is attached to a toothpaste box, deodorant socks are attached to sneakers, and a mouse pad is attached to a mouse. This kind of gift is generally related to the product itself, preferably its upstream and downstream products; At the same time, it must be bundled with goods to attract consumers with gifts and achieve the purpose of promotion.

4. Out-of-package gift: This method is generally given to customers at the terminal. This kind of gift is usually bulky, so it is inconvenient to package it with the goods. It is only given away with the goods when it is sold. In this way, if retailers actively cooperate with each other, increase the display opportunities of gifts in the terminal and clearly identify them with POP, it will play an excellent role in the sales of the goods themselves. You can get a computer desk for free when you buy a computer, and you can get five pounds of sugar when you buy two cans of Nestle chocolate.

The choice of gifts should be different according to the characteristics of products, the characteristics of target consumer groups and the popular trend of target groups. Generally, we should choose gifts that are related to the products to attract consumers to buy them, so that consumers can know what a gift is and how much it is worth at a glance; Gifts outside the package can be gifts of the same brand or famous brand products. Give whatever you like and whatever you need. This is the basic principle of choosing gifts.

In a word, a good gift choice will bring a very bright market prospect to your products.

Third, the promotion of innovative products.

Innovative products originally belong to the category of product development, and innovative products with high creativity can build the core competitiveness of products and effectively promote sales. But the innovative products mentioned here also refer to the non-core competitiveness of innovative products, such as product appearance, function, practicality and some details. Through the investigation of retail terminals, we can find that some products with excellent sales volume have played an inestimable promotion effect because of these small innovations. If these advantages are rendered in the terminal, it will receive extremely significant promotion effect. Therefore, enterprises should integrate the concept of promotion into product development!

1, innovative product appearance promotion: the novel and unique appearance can attract consumers' first-line attention, and its strong visual impact can directly stimulate their desire to buy and realize consumption in a very short time. For example, making cookies into cartoon dolls or digital shapes is fun for children to watch. Facts have proved that children's food with innovative appearance is more than five times better than traditional food. When making children's furniture, the shape and color setting of the products are particularly important. Make your furniture look like a small home, or make a small toy field with furniture, so that children can fully experience the happiness brought by beautiful furniture, and then your sales will definitely succeed. To promote the appearance of innovative products, we must let the novel products be effectively displayed in front of consumers, catch their eyes, and let the appearance promotion play an effective role.

2. Functional promotion of innovative products: seemingly ordinary things have distinctive effects, which is the purpose of effective promotion of innovative products; Once consumers know, they can immediately become interested and realize consumption immediately. For example, there is a kind of black brush with detergent, which looks ordinary, but it has an extremely effective effect of removing black from the pot. If a salesperson makes a live demonstration in a shopping mall, its magical effect will certainly attract many consumers. The function of the product is not as intuitive as the beautiful appearance; Therefore, in the promotion process, we must show consumers the special functions of the products; Otherwise no one will know, let alone promote sales.

3. Practical promotion of innovative products: With the development of science and technology, some enterprises excessively pursue appearance modeling and its scientific and technological content, and become decorations of life or so-called flower shelves, while ignoring that the fundamental attribute of products is to meet people's needs. If your product can be innovative in practicality, it can also attract a large number of consumers. For example, the chemical fiber cloth that has been popular for many years looks good, but it is not very good for human health. Now people welcome pure cotton and silk products, which fully embodies the importance of practicality. The appearance of Yage nano iron-free shirt meets people's greatest demand from the aspects of comfort and practicality of later washing and ironing.