What Is Promotional Marketing?

Promotion is the marketer to convey to consumers a variety of information about the company and its products, to persuade or attract consumers to buy their products, in order to achieve the purpose of expanding sales.

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Promotion is what marketers want

Summary

Under any large-scale social production and commodity economy conditions, on the one hand, producers cannot fully understand who needs what goods and where.

Advertising Features

1. Public display. Advertising is a highly public way of communicating information, making

On the market front, the objects of sales promotion (SP) are well-organized. For manufacturers, there are three promotions: wholesalers, retailers, and consumers; for wholesalers, there are two promotions:

negotiation

Negotiation is the process of communication and persuasion between two or more parties to achieve their respective goals, so we mainly include the following issues in the negotiation.

(1) Site cost: First of all, we must consider the site cost, because the cost of different venues varies greatly. Even the same venue may have different costs due to different locations.

(2) Supply quantity: If we want to cooperate with a drug store or a retailer, we must talk to each store about the quantity of goods and cooperation methods needed.

(3) Retail price control: Sometimes the retailer sets the price of your product lower than the promotional price, and your promotion cannot be carried out at all. This can only depend on the communication and coordination between you and the retailer.

(4) Event process control: Event process control is not only our own business, but also requires retailers to assist in participating in the preparation.

For promotional activities:

1. Tools: You need to prepare your own tools such as: markers, tape, pushpins, etc.

2. Publicity materials: (1) Type: posters,

Vouchers, or discount coupons:

Definition: Vouchers are a type of purchase made by consumers by manufacturers and retailers.

Promotion methods, such as execution tools, are a powerful means for companies to transform the market and increase performance. After research, here are nine ways to promote sales (SP):

Anti-Seasonal Promotion Act

Generally speaking, for some seasonal goods, there are often periods of off-peak sales. Because the mass consumer psychology is "don't buy half a year's work when you have the money", that is, according to seasonal demand, what is missing and what to buy. The same is true of merchants, which basically supply on time. As a result, commodities are often very popular during the peak season, and are often slow to sell during the low season. But some businesses are doing the opposite. In the summer and summer, our winter goods, such as fur coats, heating appliances, fur boots, down jackets, etc., were slow to sell in the cities. This is what people often call "anti-seasonal promotions." Deliberate merchants often launch a sale of seasonal products, and there is no shortage of buyers among consumers, whose main purpose is to obtain seasonal spreads.

One-off promotion

Merchants purchase a large number of popular and popular products, advertise a lot, and continue to expand sales, because the business principle of the merchant is to earn back the profits it can make. However, Italy's famous Lai Er shop has done the opposite, adopting a one-off sales method. This store sells all the products only once, and no longer stocks them. On the surface, the store lost a lot of profit at its fingertips, but in fact the store accelerated the turnover of its goods and realized greater profits because all the goods were very sought-after. This is because the store has seized the customer's "thinness is scarce" mentality, and has given the customer a strong impression. The customer believes that the products sold in the store are all up-to-date. . Therefore, as soon as any product is listed on this store, it will be snapped up. This method is similar to the "limited sales method" adopted by some domestic stores.

Tillage Promotion Act

This refers to the promotion method of attracting regular customers through after-sales service. Some stores selling electrical appliances, clocks, glasses, etc. specifically register the names and addresses of customers, and then visit or send out questionnaires to find out if there are any problems with the products purchased by the old customers in the store in the past? Whether it needs repairs, etc., and introduces new products. The purpose of doing this is to increase the customer's favor of the store and make them purchase related new products, often receiving wonderful results. The key to this promotion is that the store has a comprehensive

On-site promotion plan for a home appliance company

the term

A period of three months from a certain day to a certain month and year.

aims

Seize the climax of shopping, organize "supermarket relay big move", promote a certain company's products, assist dealers to clear inventory, and improve the company's business goals.

purpose

(1) Grasp the shopping tide of Christmas, New Year's Day and the honeymoon period of marriage, attract consumers' interest in the remote relay activity, and guide the purchase of certain products to achieve the promotion effect.

(2) The "Relocation Big Move" activity was held in A, B, and C. This activity will import certain household electrical appliances to a certain country's market.

Object

(1) Targeting consumers who are ready to purchase home appliances, taking the excellent performance of F14 products as the main incentive, guiding the purchase of home appliances of a company, and using the "remote relay move" activity to encourage consumers to seize the opportunity to purchase immediately.

(2) Key points of appeal:

1. Performance requirements:

Real world first!

A home appliance!

2. S. P. Appeal:

Buy a product, buy now!

Catch up with the New Year Relay!

Advertising performance

(1) In order to cooperate with the company s a certain home appliance international market development and the use of publicity media, it gradually pays attention to cross-cultural colors. The selection of local newspapers, radio media, and television programs is also considered based on the analysis of audience levels.

(2) Taking the excellent performance of a company's products as the main incentive, the relay was relocated. P. Activities are a means of sales promotion. Following this principle, attention should be paid to the subject and guest status of newspaper advertising performance.

(3) TV commercials. In order to win international consumers, both promotion and appreciation angles are equally important. It is planned to provide a 30-minute live-moving and trial-moving live program for the relay relocation event, while capturing and shooting a 15 advertising CF. The TV breaks in to fight for the taste of elegance and popularity has aroused strong demand from consumers.

(4) POP: flag, poster, flyer, raffle ticket.

Dealer Meeting

In order to cooperate with the international market development strategy and increase the promotion effect of this event, it is planned to co-sponsor the Year-end Promotion Promotion Zone Exposition Conference with the company and branch business units to share the meaning and content of this event and the practical assistance to dealers. Benefit to do on-site explanations for full assistance.

Campaign content

(I) Schedule of scheduled activities

Note: The date of the remote relay move is set around Christmas, for two reasons:

1. The climax of shopping is around Christmas and should be grasped.

2. Around Christmas is a very busy time for customers in the target market; traffic is bound to be congested, and traffic problems are not easy to handle properly.

(2) Activity area

In one country, A, B, and C, large department stores with supermarkets are held.

(Three) event prizes

1. "Relay Big Move" Lucky Prize

(1) 200 in A, 150 in B, and 150 in C, as shown in the table below:

Table 5-4 Geographical distribution of the Relay Big Move lucky prize

Difference	A land	B place	C land
First draw	100 people	70 people	70 people
Second draw	100 people	80 people	80 people
total	200 people	150 people	150 people

(2) For each household, the time limit is the same for each household and is 10 minutes.

(3) 10 minutes per household by relay.

2. "Guess what" prizes

(1) One who guesses exactly the same, and the same prize as the one who moves the highest amount, and the one who guesses at the same time, will be divided equally.

(2) There are 5 prizes, and the one closest to the highest amount will be given a set of home theater of a certain brand.

(IV) Description of activities

1. Receiving period: From a certain day to a certain month to a certain year, a trial move will be held in A, B, and C. In addition to the publicity of the selected department store itself, it will be filmed on-site. The program was broadcast at 8 o'clock on a certain day of the month to promote the audience to understand the connotation of the event. At the same time, the 15 CF trial movement was recorded and broadcasted on TV. It was widely publicized to stimulate sales and increase the number of recovered pieces.

2. Reasons for two draws:

There is a high chance of winning early. If you miss the first time, you can also participate in the second draw.

The period of the event is long, and the lottery can be used to stimulate the consumer to resume the climax of sales.

3 Eligibility and methods

(1) Large-scale relocation of supermarket relay

Anyone who purchases a company's product valued at more than 1,000 US dollars from the event day can use the 1,000 US dollars as a unit to obtain a lucky voucher from the local distributors, participate in the lottery, buy more and get more.

If the TV is $ 5120, get 5 copies.

Fill in the lucky coupon and send it to a head office.

The three places are divided into North, Central, and South districts, and lucky coupons are also divided into 3 colors.

The reason for giving a lucky voucher in units of 1,000 USD is as follows:

It is not limited to buy a certain home appliance to participate, and it has a mutual promotion effect on all the products of a certain company.

B. Allow consumers to hold more lucky coupons according to the amount of purchase, which is more attractive.

C. There is no difference in budget awards.

D. Distributors please get lucky coupons according to the amount of each product in stock, which can be P. R. use.

E. Employees and their relatives of a company, dealership, and participating in planning and event units must not

Participants who participate in the raffle draw will be deemed invalid if they are found.

(2) "Guess the Guess" section

Anyone can participate. Guess the three places in the three regions and move the most. The winner will get the same amount of prizes. If two or more people guess at the same time, the prize will be divided equally. Five other people with similar numbers were selected, each giving a set of home theater of a certain brand. Deadline on a certain day of the month.

(3) Fortunate wedding honeymoon around the island

Those who are lucky enough to participate in the Remote Relay and are newly married during this event will also receive two honeymoon travel coupons to stimulate the sales of a company s products during the wedding period.

(4) Award budget

Within 3 million US dollars.

(V) Improvements from the last "Super Relay Big Move"

1. A company, a company's distributor, and employees and their families participating in the planning unit are not allowed to participate in the lottery, and the lottery is invalid.

2. The duration of the event is extended to two months, as appropriate.

3 The focus is on promotion, and this time it is planned to hold a "dealer briefing", the distribution of lucky coupons should be more properly and evenly distributed.

4 Use TV to introduce live programs and broadcast 15 CF, so that consumers can understand the supermarkets of department stores.

5. Based on the previous experience, I have set conditions that are more favorable to me for the department store contract, so as not to exceed my budget.

6. All moving time is set at 10 minutes.

7. On the day of moving, another invitation letter is sent out asking dealers to visit the scene to strengthen the coordination of local dealers.

8. Newspapers and the advertising performance of this event both value excellent performance and sell it as a relay big move, and media choices tend to be popular.

9. The use of media tends to be broader in advertising and to strengthen the description of supermarkets.

10 The whole event is divided into two climaxes, the promotion effect is large, and the trial move is advanced, and the desire for purchase will be more helpful.

11. Dealer policies have been comprehensively improved. Especially P. P. Substantial supplements. Nomination rate is high.

12. After-sales service will also be proposed in the advertisement, and the overall coordination will be improved a lot.

Budget allocation

(I) Activities

1. Prize $ 150,000

Includes "Relay Big Move" awards and "Guess What" awards.

2. Miscellaneous $ 11,000

Including P. R. Fees, moderator fees, vehicle and horse fees, meal misses, etc.

3 S. P. Cost $ 10,000

Includes lucky coupons, canvas bags, flyers, flags, posters.

(Two) advertising media costs

1. $ 180,000 newspaper

2. TV show $ 170,000

3 SPOT170000

4 Magazine $ 12,500

5. Radio $ 50,000

Total: $ 735,500

Note: It is planned to use the assistance of two temporary operators of the factory, and no separate budget will be prepared. The radio part was raised to 80,000 US dollars. The cost of the extra production fee for shooting the documentary on the spot should be added about 10,000 USD. After submission, the budget table should be listed in detail, and the official valuation report should be attached for approval.

Analysis of the choice of advertising media:

1. Newspaper section

In order to cope with the market expansion of "** company's home appliances", the newspaper media and local newspapers have increased significantly, and more information has been sent on this event to help its publicity.

2. TV section

Change the performance and program selection that a company attaches importance to in the past. In terms of advertising performance, it uses SLIDE and CF to broadcast in an approachable way. In the selection of programs, it refers to the October ratings survey results presented by a company, so that the middle class It is more obvious that there is a general demand for "popularization" of the public, such as the comprehensive use of films, serials, and variety shows.

3 Radio section

It has broken through the conservative methods over the years and broadcast a lot on local stations, and plans to use English and Chinese to broadcast.