How Do I Choose the Best Promotional Caps?

In the sales process, the use of appropriate promotional methods will effectively promote the increase in sales. Conversely, if the market positioning is not clear and the promotion methods are single, the expected results will not be achieved. Starting from the overall planning of the promotion, this book systematically tells how to flexibly use various promotional tools and forms to carry out promotional activities for different promotional objects such as middlemen, consumers, and sales personnel. This book will help managers to improve the shortcomings of the current promotion work in a targeted manner, and choose the appropriate promotion method for different situations to achieve more results with less effort. "How to do 100,000 professional managers" skill training series selects the most common management problems in the daily work of professional managers, draws on the absorption of the latest management concepts and management methods of multinational companies, and proceeds in a standardized, step-wise, and humanized manner Specific analysis and answers provide a systematic operation guide for the standardization and internationalization of domestic enterprise management, and also provide a simple and easy learning solution for managers to improve their professionalism.

How to manage promotions

In the sales process, the use of appropriate promotional methods will effectively promote the increase in sales. Conversely, if the market positioning is not clear and the promotion methods are single, the expected results will not be achieved. Starting from the overall planning of the promotion, this book systematically tells how to flexibly use various promotional tools and forms to carry out promotional activities for different promotional objects such as middlemen, consumers, and sales personnel. This book will help managers to improve the shortcomings of the current promotion work in a targeted manner, and choose the appropriate promotion method for different situations, so as to achieve more results with less effort ^[1]

Zhang Jianguo, Liaoning

Foreword promotions first appeared in the United States. In 1853, a hat shop in the United States proposed that buyers of hats could enjoy the privilege of taking a photo of wearing a hat for free, attracting a large number of customers and achieving unexpected sales results.
Promotions have strong stimulating effects and special incentive effects, and have irreplaceable effects on other marketing behaviors. It can achieve communication between enterprises and consumers; it can attract potential consumers, stimulate their desire to purchase, and prompt them to adopt purchasing behaviors; highlight corporate image and resist competitors.
This book mainly starts with the overall planning of the promotion, focusing on how to use various promotional tools and promotional forms to promote different promotional objects (intermediaries, consumers, sales staff).
The first chapter mainly talks about how to determine the promotion goals and formulate the promotion plan according to the internal and external living environment of the enterprise.
The second chapter mainly talks about how to segment the market according to factors such as geography, population, consumer psychology, and consumer behavior, and choose promotion targets.
The third chapter mainly introduces the push and pull strategies of promotion and the combined strategies of promotional tools.
The fourth chapter focuses on how to use promotional media advertising, POP advertising, and public relations sponsorship to enhance promotional effects.
The fifth chapter focuses on how to stimulate the enthusiasm of middlemen, so that they can actively cooperate with the company's promotional activities and various promotional tools and forms for middlemen.
The sixth chapter mainly talks about how to stimulate consumers' desire to buy and urge them to adopt purchasing behaviors and various promotional tools and forms targeted at consumers.
The seventh chapter mainly talks about how to inspire the sales enthusiasm of the sales staff, increase sales, expand sales, and various promotional tools and forms for sales staff.
The eighth chapter mainly talks about how to supervise promotional activities and how to master the progress control of promotional activities.
The ninth chapter focuses on how to analyze and budget the cost of promotional activities, and to evaluate the effectiveness of different promotional goals in order to test the success or failure of promotional activities.
Through this book, readers can grasp the most widely used sales promotion tool in modern marketing, and can do the following:
1. Determine promotion goals and targets 2. Choose the most effective promotion combination. 3. Choose the best promotion method for the promotion object. 4. Reasonably control the progress of promotional activities Evaluating Promotion Effectively This book is a toolbox. The overall goal is to hope that you will be proficient with these tools, do your job well, and succeed in your career.

Chapter 1: Promotional Goals and Planning Skills Point 1: How to Determine Promotional Target Skills Point 2: How to Formulate Advertising Targets with Colley's Skills Point 3: How to Plan an Annual Promotion Plan How to formulate a promotion plan Chapter 2: Promotion target selection skill point 1: How to use geographical segmentation to select promotion target skill point 2: How to determine promotion target skill point based on population segmentation 3: How to use psychological segmentation to determine promotion target skill point 4: How to determine skill points based on consumer behavior 5: How to select promotion objects based on market cycles Skill points 6: How to select promotion objects from segmented markets Chapter III Promotional combinations and promotion strategies Skill points 1: How to develop promotions based on product attributes Combination skill point 2: How to effectively use "Push Strategy"
Skill point 3: How to effectively use the "pull strategy"
Skill point 4: How to decide which promotion strategy to focus on Skill point 5: How to adopt skill point according to the product life cycle 6: How to get rid of the negative effects of promotion Skill point 7: How to prevent the promotion from being inadequate Chapter 4 Promotion and Promotion Skill Point 1 : How to do a good job of promotion and promotion skills Point 2: How to make advertising media decision skills Point 3: How to stimulate consumers 'cognitive skills through advertising Point 4: How to change consumers' attitudes through advertising Skills Point 5: How to use advertising Behavioral skills that affect consumers Point 6: How to plan POP (Point of Purchase) ads to achieve the expected results Skill Point 7: How to use holidays for promotional activities Skill Point 8: How to plan PR sponsorship activities Skill Point 9: How to use sports sponsorship for Propaganda Skills Point 10: How to Use Public Welfare Sponsors for Propaganda Skills Point 11: How to Develop Advertising Strategies for Sensitive Consumption ...

Book Excerpt Skill Point 4: How to Plan a Middleman Sales Competition Keyword Promotion Management · Middleman Promotion · Middleman Sales Competition Applicable Scenarios When using a sales competition to motivate middlemen, check out this skill.
Skill Description The key to a production company's ability to bring its products to market as quickly as possible is the active and effective cooperation of sales channel members. The use of sales competitions is one of the effective ways to increase the motivation of middlemen. Specific steps are as follows:
1. Determine the target of the sales competition The main purpose of implementing the middleman sales competition is to promote product sales and deepen the middleman's impression of the company and the product brand. On this basis, the sales competition can be further subdivided.
Remind you that the middleman sales competition, both for wholesalers and retailers, as well as sales competitions between retailers.
The middleman sales competition is a sales promotion activity carried out by an enterprise to encourage middlemen to complete the specified sales and varieties within a specified period.
2. Choosing a sales competition form Depending on the company's different promotional goals, different competition forms can be adopted. details as follows:
(1) Sales volume competition. The competition standard is the quantity or amount of products sold by the middlemen within a certain period of time.
(2) Exhibition contest. The display competition of middlemen includes two kinds of competition: "quality" and "quantity". The qualitative competition aims to show the display technology of the middlemen, including the creativity and appearance of the display; the quantitative competition aims to increase or ensure the share of the company's products at the dealers' stores. The content mainly includes the display on the shelves. The number of products and the display position.
(3) Store decoration contest. Distributors use POP advertisements provided by manufacturers or decorate with their own equipment in the store to increase the visual impact of products in the store.
(4) Sales technology competition. Designed for store clerks, it is mainly a competition in sales skills and techniques. The purpose is to strengthen the knowledge and understanding of the merchandise of the dealers.
(5) Creative competition. Mainly refers to the creative ideas of product design or improvement, as well as the creative use of products or new uses of products.
Many experts believe that to increase product sales in the short term, middleman sales competitions have unparalleled advantages over other promotional tools. It can provide spiritual and material stimuli to the middlemen and set a horizontal comparison reference for the middlemen. Therefore, the enthusiasm of middlemen can be more effectively mobilized.
3 Establishing judging standards for competitions Judging standards vary according to the form of the competition, but must be reasonable and objective.
4 The award setting rewards the winner by judging the participating middlemen, which can be a bonus, a souvenir or a certain preferential policy.
In short, the content of the competition must be reasonably arranged and designed, and as many middlemen as possible can be awarded under various names to achieve the effect of encouraging middlemen.
Keeping in mind the important steps for planning a middleman sales competition are the following:
Determine the goal of the sales competition. Choose different competition forms. Develop reasonable and objective competition evaluation criteria. Set appropriate awards. A Japanese wholesaler regularly organizes large-scale display competitions in order to promote retail sales. The company has five branches, each of which is responsible for 30 retailers, for a total of 5 workers. Participate in events. The implementation method is that the wholesalers send salespersons to assist, decorate the advertisements on the retail storefronts and stores, and then the photographers will shoot the live situation at any time, and after the review, give prizes to the outstanding performers. The prize items are divided into special prizes and first, second and third prizes. The prizes are more practical things such as small motor vehicles. At the same time, the company sent salesmen to distribute pre-made manuals with photos of beautifully decorated stores to retailers for their reference.
In order to encourage the sales enthusiasm of secondary agents and control sales channels, Budweiser Beer signed the following agreements with secondary agents:
If the secondary agent reaches: monthly sales of not less than 800 cases in peak season and not less than 6,000 cases per quarter; monthly sales of not less than 400 cases in low season and not less than 3,000 cases per quarter, then the secondary agent can start from the first level The agent gets a reward of 0.1 yuan / bottle, which is settled once a quarter. In addition, Budweiser Brewery awards second-level agents with a value of 8,000 yuan every six months; if the second-generation generation ideally accepts a one-time reward at the end of the year, the value of its reward items will increase to 20,000 yuan.
Please analyze, where is the agreement worth learning from?
Reference answer:
Signing a contract with the first-level agent, so that the second-level agent can get a psychological sense of belonging. And in the setting of reward items, it is more motivating to cater to the mentality of some middlemen "would rather have a radio in front of them than a TV set at the end of the year".
Skill point 5: How to mobilize the positivity of small retailers. Keyword underwriting management, middleman promotions, and small retailers. Applicable scenarios When small retailers are not interested in selling products, check out this skill.
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