[China Glass Network] A good promotion, not only good ideas, good promotion combinations, but also good implementation. The following are some of the common problems in the promotion. To solve these problems, the success rate of your promotion will be significantly improved.
Promotion management is a more complex, more skillful and risky part of marketing management. A good promotion, not only good ideas, good promotion combinations, but also good execution.
In 4Ps, promotion is proposed as a later factor in the marketing mix, but promotion management is a more complex, more skillful, and more risky part of marketing management. A good promotion, not only good ideas, good promotion combinations, but also good execution. The following are some of the common problems in the promotion. To solve these problems, the success rate of your promotion will be significantly improved.
First, what kind of promoters to recruit
The promoter is itself a very mobile position. In order to reduce the liquidity of promoters, but also to recruit high-quality, high-level promoters, you should make a good job in the recruitment process, and develop appropriate employment standards.
Recruitment promoters do not have to over-emphasize work experience. On the one hand, the result of this can only lead to the digging of the various companies, thus falling into the "prisoner's dilemma." On the other hand, any person's work experience is gradually accumulated from scratch, and recruiters and promoters should pay more attention to whether this person is suitable for promotion work, and whether it has potential in this respect.
Recruitment promoters cannot over-emphasize age and appearance by the name of “brand imageâ€. Generally speaking, young and beautiful promoters are mostly arrogant and unwilling to do some basic work; from the customer's point of view, such promoters are often people who seem less credible. The actual work experience shows that some older women workers who are laid-off workers are promoters. Due to their serious and responsible work, the sales volume has not only improved significantly compared with the sales of other outlets, but also the basic work has been done better. The time to work is relatively long.
The key to recruiting promoters depends on communication skills and communication skills. This is a point that should be valued when recruiting promoters.
Second, how does the promotion plan idea come?
A good promotion is half the success of the promotion. The problem is that the homogenization of promotions is now a big challenge, and the promotion form is old, which will make the promotion effect inefficient operation. How do you get your promotion out of the homogenized mud?
When we integrate sales promotion with the brand, we can create truly more and better differentiated promotions. This requires a clear brand positioning of the product and a clear brand identity. Because the meaning of promotion is to achieve product marketing, to achieve product sales growth, but more focused on the long-term development of the brand.
To achieve differentiated promotions, we must first identify the target consumer groups of the product, and then segment the target market to make the promotion more targeted. For example, McDonald's [microblogging] promotion manual clearly stipulates: If you do not grasp the consumption patterns or consumption habits of the target consumers, psychological and cultural needs, start to promote, it is tantamount to blind people riding a Hummer.
Second, the sources of differentiation can be diverse, and this is where creativity comes. For example, the choice of gifts, the form of activities, and even the rhythm of activities, may combine all the unlimited space of the promotion field. But these need to be combined with brand positioning and brand connotation.
For example, while McDonald's is promoting, all its promotional resources are trying to find out its culture and attach it to the burger to increase the humanization of the product and achieve better communication with consumers. For example, McDonald's promotional items - dolls become a cultural symbol in the eyes of children, children are even proud of the collection of their promotional dolls. In the rhythm arrangement of the event, McDonald's Snoopy promotion is actually launching six Snoopy models instead of one-off, which guarantees the integrity and continuity of the whole event, greatly It has aroused people's participation and enthusiasm for collection.
In order to match the core connotation of the brand “to drink more and more beautifulâ€, the unified “fresh orange†has launched a series of promotion combinations around its target consumers, young fashion women. For example, in different regional markets, the “Unified Orange Multi-TV-GIRL Selection Competitionâ€, “Unified Oranges, Shiseido Urban Beauty Showâ€, “Unified Orange and Sunshine Girls†and “Sunshine Frequency Unified Oranges†were launched. Activities such as the “DJ Challenge†have greatly improved the popularity and reputation of the products among the major consumers, not only completed the sales promotion, but also achieved the purpose of effective communication between the brand and the consumers and establishing brand loyalty.
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