Holiday consumer psychological characteristics of a decision by a different form of usual holiday sale, new brand Retractable Banner Stand promotion, is a good chance for consumer intimacy. " Feel consumption "times of comes, makes consumer of purchase habits also occurs has is large changes, from last century 90 generation of attention merchandise price to today with mass of times of" feel consumption ", consumer increasingly with" heart "by to, and businesses carefully create of with" heart "by to sale atmosphere, on will makes consumer does not consciously to" followed feel go ", implementation target sales.
What promotional strategies during the Festival holiday, limited to attract consumers ' attention, grasping the holiday hotspots of consumption market and demand trends, bigger and quicker holiday market
Let us first take a look at the about dumplings, glutinous rice balls, dumplings, a traditional Chinese Festival of food, small business marketing ideas.
Worthy of note is that the enterprise more than half of sales are in the Festival before and after implementation, have strong holiday sales experience in practice.
Planning: creative heighten the festive atmosphere
Festival is dynamic of days, joy of days, capture people of Festival consumption psychological, putting dynamic Yu music, putting ready to pin, manufacturing hot, eventually implementation Festival marketing. for different Festival, shaping different activities theme, to up to customer attracted to themselves of counter Qian, create site atmosphere, implementation Festival sales purpose. as last year Festival, in stores to supermarket of heap head design into dragon boat of shape, dragon boat Shang both can placed XX vacuum dumplings, and can placed publicity Dragon Boat Festival of material, Create a great festival atmosphere at the scene. free sachets, the Dragon Boat Festival cultural competition of folk performance enhances the holiday festive atmosphere, inspired many consumers actively participate in the activities of consciousness.
Plan II: cultural connotation of brand marketing communication
Culture marketing, grafted Festival of culture atmosphere, carried out targeted of culture marketing. full mining and using Festival of culture connotation, and and itself business concept and enterprise culture combination up, not only can attracted many of consumer, in to consumer art enjoy of while, also can brings good of market benefit, set good of enterprise image. such as lover section, we in stores carried out of "couples had three tests" and "dumplings representative I of heart". intelligence pass through the activities, on is good of foreign things serve China, Not only increased has we XX dumplings of culture extension, also by activities convey out lover section of romantic and warm, and, usually two people Zhijian shame Yu expression of idea also can take this expression, also rich has Festival connotation. in last year Moon Festival, we by held "happiness family family cooking contest", on success of interpretation has strong honest of traditional family culture, in reunion back of family in the create out good of shopping environment, also lost no time of to we of XX brand connotation convey of vivid. other as riddles an arena contest [match] , Local folklore show has become to attract consumers, such as "eye" is really wonderful.
Plan three: interactive marketing and Retractable Banner Stands increase brand affinity
Improvement of living standards so that consumers demand started to change gradually from the public to the individual consumer, customized marketing and service becomes the new demand, businesses can get it on this trend, quicker holiday market is not difficult. during last year's Dragon Boat Festival, we in Changsha "processing
Taught you package XX dumplings "on quite by consumer Pro-Lai, we of workers show of package dumplings learned let those are city of family housewife see was loud shouts of applause, site of sales is a hot. and stores, more is Festival marketing of protagonist, Shenzhen Wal-Mart has opened up precedent, let customer themselves design ceremony basket or provides different model of ceremony basket, by customer selected gift, unlimited number, varieties, amount, both can meet different of consumption needs, and can full master price scale. this method once launched will was consumer of welcomes, Not only greatly increased the profits of fresh, also contributed to the sales in other departments.
Plan four: differences in Retractable Banner Stand promotions to stimulate sales potential
Festival marketing protagonist is "price war", advertising war, promotions war are is around price war expand. can doing price war is a door is deep of learning, many businesses rigid to think Festival is price more pin, actually this practices on falls into has promotions to errors, results often is lose money also shout. as Festival marketing of usage method, such as "house specials", "buy several sent several" of sensational advertising has common, westerns, on consumer of effect effect not. so, if really to specials also to processing properly, About points creative and art, this which "ladder price" on enough to can road. we in Lunar of winter solstice section, planning of ladder price sales on made has good effect. we took out 450 grams XX mushroom meat dumplings, pastry do promotions, in promotions on only marked price, sale time and "number limited, sales finished weizhi" words attracted consumer. specific practices is in from winter solstice 18 days by full price sales, from countdown 15th days to 10 days price 25%, Countdown 10th days to 7th days price 35%. Countdown day 7th to 3rd price 50%, 3rd last days to the winter solstice, if still not sold out, get sent to the elderly, children's welfare homes. using this method because there is consumer psychology: "I do not buy today, tomorrow it will be bought by someone else, or first mover advantage." In fact, usually during the second or the price of many products by the customer bought. activate a supermarket popular ladder price and extending the holiday effect, the former to pull product when selling gold.
In fact, holiday marketing topics for a long time, but is shattered, because there are always many new problems, failure of many lessons.
A "classic" failure
Weight loss products dealer in Zhejiang Shaoxing subordinate of XX city held has theme for "weight loss effect million NPC notary" of promotions activities. hope by this activities, expanded products of attempts to crowd, to formed back purchase and the reputation spread. According to dealer told, this activities for reached expected purpose do has active prepared, promotions results is not satisfactory, this makes he puzzle, dumps. let we see about promotions of full process is how for of.
Activities are summarized as follows:
1 time: "3.15" consumer rights day.: gate of the Yan Shau Hall large pharmacy
2, content: March 15 to spend $ 18 you can only buy $ 49 worth XX slimming capsule.
3, before the media
(1) on March 12, 14th in its local daily XX, respectively as a promotional campaign.
(2) in local radio, from March 10 to begin publishing promotions advertising. 8:00 9:00 25 times a day from rotating.
(3) appeared in Yan Shau cross-street banners hung at the entrance, activities, time for the March 8 (one week).
4, activity through
(1) on-site promotion 6, because of the high paid, plus temporary to do the training, motivation is very high, a basic entry in the first place.
(2) in order to increase the active atmosphere, consulting customers on products and activities to quickly clear, set show two boards. introduces the product, describes activities. when customer consultation, DM on the promotional side, describes the activities and products.
5, activity results
Only to the customers of the 50 members of the Advisory, 32 of them purchase products on the spot, total sales of 80. According to 70% after buying three boxes, buy four boxes 15%, 10% buy two boxes.
From the introduction above, activities of publicity from the beginning to the end of design seems to be very tight, and dealers said he frequently watch manufacturer promotions in Terminal, generally, who seems to be nothing extraordinary tricks. However the activity results and expected a far.
Like this class promotions activities, in regional products dealer of operation in the is has representative. they most with experience do promotions, no professional of activities planning ability; all promotions activities of purpose is "more sold products", rarely considered promotions activities on brand of effect. each are carefully prepared, but activities after total has avoid can't of unfortunately let people hammer chest deplorably. so often caused does not engaged promotions, products PIN does not up, engaged has promotions and outweigh the.
On how to improve the sales, especially festive promotion this old topic, many in the industry are dismissive, it seems everyone doing promotions. reality is to really achieve the purpose of marketing is not. the activities mentioned above, seemingly flawless, in fact, many places are open to question.
Since select Festival promotions, is found promotions and Festival of combination points. why to in "3.15", this times activities and no reflected out promotions and "3.15" Zhijian of associated. sales should is Festival promotions of hard reason, addition, is harvest some brand image of upgrade, or publicity of role. actually, those and festival culture apart very far of products, is does not for do promotions of, even to do, also to found promotions of reason.
This times activities locations selected in local a large pharmacy door. known, to pharmacy of people most is buy drug of, to pharmacy hanging out of people less of and less. so apart from heard publicity to of dozens of a people outside, no others joined, atmosphere natural lively does not up. success of promotions will is popularity strong of, sales site atmosphere has infectious, if activities selected in popularity strong of large mall door, take Mall strong of flow, plus see publicity to of target customer, activities success of possibilities will multiplied improve.
Festival during is promotions of best time, for this enterprise must grasp live, fight for in shortest of time within received maximum of effect. integration promotions is enterprise integration internal most has resources, for full area of publicity and bi-directional of communication, enterprise in Festival within can used soft hard advertising, air, cheap Retractable Banner advertising, combination way implementation information of vertical landing and spread. this planning especially for enterprise of new listed or development new of target market and brand marketing, uses. in integration promotions Shi to note using 5w1h principles, is
Why transmission (why) promotional purposes
Propagated to the who (who) determine the recipient information
Dissemination of what (what) the dissemination of information
When the transmission (when) the propagation time
Where is transmission (where) the dissemination of information access point selection
How (how) of media choice
Read Nestle coffee-Autumn Festival promotion case
A promotional scenes
Ahead of the Mid-Autumn Festival, xiaoxiao a weekend afternoon rain, in front of a supermarket in Jinan, Nestle coffee free promotion. promotion girl dressed in distinctive, unique, unified company apparel, smile warmly as each hand a cup of hot coffee on a passing guest; company profile on TV and on the other side "tastes great!" Advertisement.