How do retailers do holiday promotion?

The first is the investigation before the promotion plan is formulated;

First, the recent situation of related brand promotion activities in the market, which promotion method has achieved better promotion effect, and study the good promotion scheme of promotion activities, thus exposing consumers' purchasing psychology and ideas.

Second, whether the competitive brands will carry out promotional activities in the near future, understand the promotional information of competitors, and then formulate promotional information beyond competitors to achieve the preemptive effect. At the same time, the advertisements put in by competitors are also indirectly promoting my brand. Because promotion activities and industries need everyone to speculate, it is limited to rely solely on a certain brand.

Third, understand the source of target customers?

When it comes to promotion, people will worry about how to make promotional content. What publicity channels do you choose? How to save money? Knowing the source of target customers can solve the problems of choosing publicity channels, formulating promotion content and saving promotion expenses. The way to understand the source of customers can be understood through the following aspects:

(1), the number of people entering the store registration form. Many shops will ignore the function of this form, so they do not insist on daily registration, nor do they register everyone who enters the store, nor do they make statistics and analysis on the data. Actually this is very wrong. Through the analysis of the table, we can understand the source and trend of customers, which can lay a good foundation for all the later work.

(2) Customer information of the decoration company. In fact, on the one hand, the customer information of the decoration company can directly introduce customers, on the other hand, through the customer information of the decoration company, we can know which areas and communities are the customer sources for the decoration in this area.

(3) Contact the regional plumber. Many brands tend to think that these people are of low quality and are unwilling to deal with them. However, after the delivery of the house, the first step is water and electricity. After the water and electricity are completed, there will be follow-up decoration. Therefore, the accuracy of customer information obtained from the property is not necessarily higher than that of the plumber.

⑷: Alliance brand or related brand customer resources. Because decoration is given priority, for the customer resources of dealers such as tiles, floors, wooden doors and wallpaper, and for the dealers of materials used later, their customer information is very valuable, and it is very likely to become a prospective customer, but it is only possible to find a brand dealer in relatively equal.

Second, how to promote the content?

First, the publicity activities must have a purpose, so that the executors can work hard in the direction of the DPRK nuclear issue. Many dealers will follow suit and do activities with others, and they don't know why they want to do this activity after the activity is completed. It is conceivable that the effect will not be much better.

Second, the promotion plan must have an activity theme, that is, there must be gimmicks, and special prices cannot be blindly hit. If you make a gift, you will begin to participate in the activity. If there is no stunt, consumers will discount the authenticity or trust of the activity, and the activity has no novel theme, which often cannot stimulate consumers to buy. In the context of more and more frequent special activities, consumers are becoming more and more rational.

Third, promotional activities must have bright spots. Many manufacturers or distributors always buy gifts at low prices. If they adopt this style this time, change it next time, or follow the same routine, the promotion effect will definitely be bad. The current promotion must be carried out between third parties before the promotion will take effect. For example: free experience, satisfied payment, looking for exquisite cabinets, wardrobes and other gimmicks, so that consumers can participate and feel the fun, and the promotion effect will be better.

Fourthly, the formulation of publicity content must follow the principle of participation and operability. That is, the promotion content should involve consumers and shopping guides, and consumers can enjoy the benefits brought by the activities, and shopping guides can get corresponding rewards after implementing this plan. Operability means that it must be formulated according to the actual situation of the target customer base. For example, if you know that the standard length of a consumer's kitchen is 3.5 meters, then you can only make 3 meters for the floor plan. If you want to buy extra rice at the original price, consumers will find that they have made a lot of money, not only willing to pay for the extra rice, but also holding a grateful attitude, and the word-of-mouth effect will soon occur. )

Three: How to choose the promotion media?

First, promote the choice of media. In the case of a depressed market, cost control is profit, so how to achieve low input and high output is a problem we should consider. Faced with so many kinds of publicity media, many dealers will be dazzled. You can't vote all of them, and you can't vote blindly. Personally, I think we can accurately classify customers (clarify customer information) from several aspects: through the previous customer source survey, analyze the characteristics of target customer groups, select the media that can be contacted according to the work, life and background of these target customers, such as government departments and local authoritative newspapers, and directly obtain customers' mobile phone numbers for multiple SMS invitations, such as understanding that they are a specific community and concentrating resources.

Customers are not allowed (target customers are not clear): you can refer to the advertising media of competitive brands, related peer brands and other brands with very successful local operations. For example, these media have been successfully tested, and the investment income will be higher.

Second, advertisements should be concentrated and energetic. This effort does not mean that a lot of media will be invested. When chatting with dealers, I often talk about promotional activities and do a lot of media advertisements. Newspapers, TV, text messages, float parades and outdoor advertisements have no effect in the end. The dealer is very upset. As soon as I heard from the dealer, I said that the advertisement in your newspaper must be very small and the location is not good. If it's not a local mainstream newspaper, there must be only 3-5 floats in your parade. The dealer's advertising investment is usually too scattered and insufficient. Everyone is doing propaganda. How to differentiate lies in creating momentum, without resources. It is necessary to choose one or two media that are most suitable for the local area to carry out concentrated fire attacks, and concentrate the resources invested by the four media on the two media, so that the morale can surpass the competitors. This publicity effect is effective.

Third, the choice of advertising time. Many dealers don't know when it is better to place advertisements, and many choose to place them a few days before and during the event. In fact, building materials products, especially customized products, are different from FMCG, and the quantity of customized products is relatively large, which needs to be discussed. At the same time, consumers will pay attention to it for a long time in advance and finally make a deal at the event. Therefore, according to these experiences, advertisements can be placed from 0/5 to 20 days before the start of promotion activities, and the specific content can be adjusted according to different time periods. The promotion theme is the main theme in the early stage, and the theme can be changed with the content of the activity a few days before the activity.

Fourth, how to do a good job in the implementation of promotional activities?

First, the reserves of tourists. The premise of any perfect promotion activity is that there must be enough customers. Therefore, in order to ensure the effect of the event, we must make an appointment with customers in advance. We can send gifts through the introduction of old customers, give gifts in advance, and make an appointment by telephone to ensure a certain number of customers are at the event site.

Second, formulate tasks and incentive systems. Often, many good promotion schemes are not implemented by anyone, or the implementation is not in place, which leads to a great discount on the effect of the final activities. In order to involve the shopping guide and all employees, it is necessary to formulate sales tasks. In this way, the shopping guide will have a bottom, and there will be pressure, but it is not enough to give tasks and pressure, but also to give incentives. Complete the corresponding tasks and give corresponding incentives and rewards. In this way, the shopping guide is both responsible and motivated, and the implementation of the plan is definitely in place.

Third, the mobilization meeting and division of labor of activists. More than two mobilization meetings should be held in the early stage of the activity. One is to carry out the relevant details of the promotion activities, the other is to inspire the morale of the shopping guides and all participants, and the third is to publicize the tasks and incentives of the promotion activities and encourage the shopping guides to work hard. Due to the large number of people, the smooth and orderly on-site order can play a key role in the implementation of promotional activities. Therefore, it is necessary to arrange corresponding work for everyone at the scene, and assign special personnel to work during the activity to ensure that everyone has something to do and everything is occupied, and it can also serve the consumers at the scene well and ensure the orderly conduct of the activity.

Fourth, task formulation and motivation skills. During the activity, it is the best time to grab the order. Many shopping guides were enthusiastic and high-spirited a few days ago, but after a few days, they began to feel low-spirited and exhausted. In order to make the shopping guide work actively every day and maintain high enthusiasm, he does not take the initiative to issue relevant tasks when formulating tasks. During the mobilization meeting, everyone was very happy. At this time, they are allowed to report their tasks according to their own situation, and the top three and the top three will be rewarded. When making awards, try to widen the distance between the first and the second, so that everyone wants to win the first prize. The boss will give the first prize in daily sales immediately the next day. Such timely cash reward is very effective for prompting the shopping guide to maintain a high degree of enthusiasm and enthusiasm at all times, and the person who finally completes the designated task will be rewarded accordingly.

20 1 1 The severe real estate market will definitely affect 20 12 or even longer. In such a harsh environment, for manufacturers and distributors, instead of blindly reducing expenses and investment, it is better to improve and improve every link of marketing from EMKT.com.cn to ensure that every marketing link is thoroughly and effectively implemented. As a link of marketing activities, the success of promotion activities is the result of perfect and close connection between all links of promotion activities and perfect and firm implementation according to the actual situation.