Dynamic sales season three booster
The eve of the season, as the fast moving consumer goods manufacturers accounted for conducting high-volume warehouse Yahuo, the next work to be done is how to achieve the product of “mobile marketing” the. Moving the product sales are more problematic than Yahuo work more important, because only products in the channel segments really “move” can be achieved, “a thriller from commodities to currencies jump” in order to achieve successful corporate sales and profit targets are expected. But the manufacturers want to truly achieve selling season to be doing a good job the following three areas of “warm” work:
Good terminal activation. Products after the transfer in the realization of the inventory, but also trying to get distributors or terminal operators transferred from the warehouse to the sales “front”, to do this, we need to do the work product of the terminal vivid, lively and of what is called the product it? The so-called product-oriented or activated vivid is to achieve the “visible, placed well, get it” through an excellent display locations, display location and a lively and distinct terminal promotional materials, and create a warm atmosphere of the sale, the commodity in the product point of sale terminal that is more attractive to consumers to visit and to attract the attention of consumers, stimulate consumer interest, and ultimately the successful sale of products. A vivid display of end-product of their role in general have the following points: 1, to attract, inspire consumers to: sales season, the point of sale terminals sold many brands, but consumer choice, decision-making less time, if the point of sale displays, placed to promote a good job, high visibility and can make the products stand out, or more “eye-catching”, thus becoming the first choice for consumers. 2, through the hard end-products and enhance corporate brand image, improve product awareness: consumer awareness of a considerable part of the brand from the point of sale terminals. When we passed POP, shop signs, posters, product display and other hard-terminal form of point of sale terminal to create and build products and brand image, the consumers of our products also generated awareness and recognition. 3, to stimulate buying, promote sales: consumer behavior, most belonging to impulse buying, when he was at the terminal point of sale terminals, attracted by the activated form, and gradually formed a recognition of the product when you will no doubt stimulate its desire to buy and contribute to their brand of choice, the final formation of the promotion of product sales. Good product terminal activation requirements: one, the product display packed plane must be greater than, or at least equal to the number of major competitors packed plane. To grab the position and grab more than a good place. To try to make it full display, full display, centralized display. 2, do a good job Standees and end frame. First and location, to be in the right place to do a large enough Standees or side frame; Secondly, do a good job Standees or end products, display racks, make good use of POP; again, you can use TV and computers equipment, so vivid of; Finally, in some suitable place, can make use of the terminal rule to allow the sales staff through the loudspeaker or theatrical propaganda. 3, good shape special display. For example, promotional wall, Product Gallery, exhibition houses, presentations, exhibition area, special side frame Standees, using the location next to the cash register display. 4, with the soft end. Sales personnel or through the sale of the appearance point of sales, sales techniques, skills, services, including with neighboring brand, with store managers to establish a good relationship between the to achieve the maximization of product promotion. The terminal through the soft and hard end of the activation products and consumers can reduce the temporal and spatial distance, increasing the contact surface with consumers for the sale of products to achieve a solid foundation.
Appropriate promotional pull. Vivid terminal activation, just let products increased opportunities to engage with consumers, so that the first products into the consumer’s mind or mental, in fact, the product in order to achieve hot, and enter a virtuous cycle, we also need to boost promotions . The promotion referred to here is a generalized form of promotion, including personnel promotion, sales promotion, public relations, advertising. A, and personnel to promote. The promotion of personnel mentioned here mainly refers to the “ground forward.” For example, the season before the advent of all-round, multi-channel, carpet Distribution, increase the frequency of customer visits or return visits and so on. 2, sales promotion. That is marketing. If the terminal is to enhance the product of a vivid visual effect, then, promotions, is to further contact with the product so that consumers receive the product process, through promotions can often increase the opportunity for consumers to try the product. For example, by a number of retail outlets, supermarkets, community, family area and other venues where live free trial eating, tasting, buying gifts, lottery sales, lottery, etc., can stimulate the curiosity of the consumer products, possessive, promoting the realization of marketing decision-making behavior. 3, public relations. PR activities are enterprises in the sales season, enhance product image, increase product and brand awareness, reputation, credibility of a large effective strategies. Through the organization of a number of public relations and product sales-related activities so that products can often be no significant mountain, not dew to quietly enter the consumer’s mind. For example, the farmer spring’s “penny charity” program, then let the public have a good impression many consumers turn to buy the product. Mengniu’s about space, marketing events such as Super Girls, in their extended enterprise and product awareness, while also greatly interested in lifting the purchase of consumers. Some beer enterprises to organize a large-scale events such as Oktoberfest or square, but also to attract the attention of consumers so that consumer products “favor” and “love” and means of effective channels. 4, ad. Advertising sales season, product realization, “brisk sales” in the most direct and most effective means of pulling through “high-altitude bombing,” and the advance of troops on the ground, the product is often the quickest way to cut into the market, the fastest access to consumers, the cognitive . Advertising is the product cut into the market segment, through product-based and ground terminal vivid promotion, promotions, public relations, product value can be quickly trading relationship from the reality reflected in, so that companies marketing targets be achieved.
Reflect the service marketing. Season to get product to achieve “fuel”, “add-wang-wang”, a perfect and excellent service system for establishing critical. Details determine success or failure in the today’s level of service high and low, often determines the level of competitiveness of enterprises, because the high degree of homogeneity, only the extension products allow enterprises to be rich, and then to create differentiation with competitors, as A number of manufacturers through the establishment of shops, 4S shops to better serve the customer, as the value of services will be in the future competition in the market even more clearly evident. In the sales season, we should do a good job of marketing services, we must understand the following points: 1, product movement in order to achieve sustained sales, as manufacturers and channels, as well as the need to build long-term interactive relationship to consumers in order to prevent loss of customers. 2, associate with customers. Through on-site service, providing quality and highly personalized, user-friendly products and services, to establish a trust with consumers, so that manufacturers and channels, as well as the relationship between the consumer becomes the responsibility of from the transaction from the customer into a friend, from the management of the marketing mix into a management and customer interaction. 3, from a shift to product performance as the core product or service benefits to customers as the core. So that transaction marketing into a relationship marketing. 4, and never turned to a high degree of emphasis on customer service commitment. To establish a long-term mutual trust, mutual aid and mutually beneficial relationship. In the sales season, in order to truly reflect the services marketing, specifically to do the following: 1, emphasis on pre-sales service. , For example, through the establishment of good relations between the passenger and the situation, so that channels and the goodwill of consumers to increase their product, through the standardization of market operation, for example, the external image of a unified, standardized dress, standards, then surgery, so that channels and consumer trust manufacturer’s service standards. 2 strengthen the sale of services. The sale of services mentioned here mainly refers to the sales process, for example, Japan and workflow, visit the eight steps to promote the implementation of effects and so on and so on. 3, perfect after-sales service. Mainly refers to the product to complete the transaction after the follow-up services, such as quality, commitment, free delivery, commitment to zero risk to the channel so that they are through good after-sales service and realize word of mouth effect, increasing the channel’s confidence and satisfaction, so that Product sales can really move up.
In the sales season, business only from the terminal, as well as vivid of promotions, services and so on to make vigorous efforts to get the fastest product flow can be transferred from the manufacturer’s warehouse to the warehouse channel, the realization of “Smart” and quick sale , so that sales of the product irresistible to achieve the maximization of sales volume and efficiency.