Sales promotion (SALES PROMOTION) is personal selling, advertising, public relations in parallel one of the four basic promotional tools. This article is referred to the promotional activities of sales promotion for consumers, as for dealers, manufacturers, sales staff as a sales promotion is not discussed in this category. As competition intensifies, consumer promotions in the marketing aspects of the position has become increasingly important. According to statistics, domestic enterprises, promotion costs and advertising costs of the ratio of 6:4. As a careful operational plan to a large extent determine the outcome of the war, as a systematic and comprehensive program of activities is the promotion guarantee of success.
how to write marketing programs? A comprehensive program of sub-second part of the promotional activities:
I. Objectives: The purpose of the status quo and activities described. The market situation? To carry out what is the purpose of this activity? Dealing with stocks? Is to enhance sales? The fight against competitors? Is a new listing? Or enhance the brand recognition and reputation? Only clarity of purpose, to make activities targeted.
Second, the active object: Activity is the target market for each individual or a particular group? What activities within the scope of control? Who is the main objective of promotion? Who is the promotion of the secondary objectives? The correctness of these choices will directly affect the marketing of the final results.
three with the theme: In this part, is to solve two problems:
1,
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2, packaging theme
down? Price discounts? Gifts? Draw? Coupon? Service promotions? Demo promotions ? Consumer credit? Or other promotional tools? Choose what kind of promotional tools and what kind of promotional theme, taking into account activities, objectives,
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After determining the theme of art as much as possible to VCD love more than a few years ago the
this part of the program is a core part of promotional activities should be innovative, to make a shocking and exclusive events.
IV, activities: This section describes the main activities carried out specific manner. Important to consider two issues:
1, determine the partners: one way or another backed by government, or hang up the media's Is the manufacturers alone, or with distributors together? Or joint promotions with other manufacturers? And the government or the media to help take this chance and momentum; and distributors or other manufacturers combined to consolidate resources, reduce costs and risks.
2, determine the degree of stimulation: To promote successful, make activities are stimulated force,
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new balance shoes online, and combined with the objective to stimulate the market environment to determine the appropriate level and the corresponding costs of inputs.
five, activity time and place: the time and place promotion right choices will be more effective, it will select the wrong thankless. As far as possible in time to give consumers a free participation in the site is also allowing consumers convenient, but also to advance with the urban management, business and other departments to communicate better. Launched the promotional campaign is not only time and place is important, how long the effect will be the best have in-depth analysis. Too short duration of this time will result in repeat purchase can not be achieved, a lot of benefits to be obtained can not be achieved; continues for too long, would lead to high costs and the market do not form heat, and reduce the worth of the customer in mind.
six, advertising with the way : a successful promotional activities, with the full range of advertising needs. Choose what kind of advertising creative and performance practices? Choose what kind of media hype? The mean arrival rate of different audiences and cost of inputs.
VII preparation: preparation sub-three,
1, arranged
2, materiel readiness
3, testing programs
arrangements in the staff to Who is responsible for the Government, the media of communication? Who is responsible for copywriting? Who is responsible for site management? Who is responsible for issuing gift? Who is responsible for customer complaints? To carefully consider all aspects, otherwise you will chicken out of trouble , the other.
in materiel readiness, we must unavoidably, large vehicles, small screws, should be listed here, and then press a single count, to ensure foolproof, this would certainly lead to a hectic scene.
particularly important, because the program of activities is determined on the basis of experience, it is necessary to conduct the necessary tests to determine whether the correct choice of promotion tools to stimulate the level is appropriate, the existing channels are ideal . Test ways is to ask consumers, fill in the questionnaire or in a particular area pilot programs.
eight-, medium-operation: medium-term operational activities are mainly discipline and field control.
is fighting to ensure that discipline is the perfect implementation of the program a prerequisite for participation in the program activities, staff are to deal with various aspects of discipline to detail.
site control is mainly to clear all aspects of the arrangements, to be busy but not chaotic, orderly.
the same time, the process of implementation of the program should be timely promotions, intensity, amount and focus adjustments, to maintain control of the promotions.
nine, post-post-continuation continuation
media problem is mainly on how the event would take follow-up in which the media publicity? Melatonin is a master in this respect, even if a not very good will be successful promotions unprecedented speculation in the media.
X. budget: there is no interest there would be no meaning. The cost of promotional activities should be made to the budget inputs and outputs. Then love more VCD's A good promotion, a good idea alone is not enough.
XI, accident prevention: for each event are likely to experience some surprises. Such as government intervention, consumer complaints, and even cause sudden change in weather outdoor promotional activities can not continue and so on. Must all accidents that may occur as the necessary human, material and financial aspects.
second, the effect is expected: Predicting what this event will reach the effect, after the event in order to facilitate comparison with the actual situation, from the stimulus level, promotion opportunities, promotions and other aspects of the media point of summing up successful and failure points.
part of more than a dozen programs a framework for promotion,
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with a convincing and workable program of activities in order to allow the company to support your program, but also to ensure the implementation of the program to be perfect, so that promotions play a four-effect of two sets of daughter.
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