In all kinds of actions that impact the market, promotion is a more common and costly market expansion tool than advertising. When a regional marketing manager makes a promotion plan, the key is to grasp several elements:

The first is the background analysis of promotion activities, which requires more detailed market research. It is best to go deep into the market with the dealer's business representatives, investigate and analyze the market situation together, and more importantly, aim at and beat the competitors' promotion themes, promotion strategies, promotion forms and promotion efforts.

The second is to explain the purpose of promotion, whether it is to promote channels in channels, or to promote consumers in terminals, or both. It should be noted that the channel members here mainly refer to secondary and tertiary dealers and terminal manufacturers, salespersons and waiters on terminals. For example, when a liquor company makes a hotel promotion plan, it is clear that this activity is to persuade excellent hotel waiters to make unannounced visits through public relations promotion, so as to achieve the effect of saving both quantity and cost, followed by grasping the habitual consumption of consumers at the first time of opening, and then training backup unannounced visits promoters. The whole promotion aims at killing three birds with one stone.

The third is the theme design of promotion activities, which is the key link of promotion. Only when the name is right can it be smooth, and only when the name is good can it be easy. Especially in the era of advertising information explosion and product information flooding, we really need a good concept to catch consumers' attention. A good concept can not only win attention, but also capture people's hearts. For example, Wuliangye develops the wine "Chang 'an Tour", closely follows the concept of "star" of the product, hits the representative "star" figures in the society, and constantly experiences and promotes it in the form of "star service and star enjoyment". In this summer's promotional activities, Mengniu put forward the theme of "enjoying nature" for consumers, and launched a comprehensive tourism activity to experience the Mongolian prairie among 65,438+08,000 selected consumers.

Fourth, the design of publicity content, the most critical principle here is: simple, concise and clear. When making a promotion plan, the regional manager of any mature company is opposed to complicating simple things. When making a plan, we must consider operability and avoid being idealistic, bookish or even behind closed doors. There is a saying in the circle: three points for planning and seven points for execution, which shows that the content design of the promotion plan should pay attention to its enforceability.

The content of the plan must leave a deep impression on the target audience, not too complicated, too profound, too fancy, too ambiguous and too difficult to understand. The promotion case must be a simple concept, expressed in concise language, which can be quickly understood and easily accepted by salesmen, promoters, distributors, terminal vendors and consumers.

The fifth is the design of promotion time. There is an unwritten rule in the wine industry, which is called "there is a market in the off-season and sales in the peak season"

The off-season is mainly to build a distribution network and distribute goods terminals. Only when the basic work in the off-season is done solidly can the autumn be proud and fruitful in the peak season. Accelerator is a well-designed promotion plan. Therefore, the time for making promotion plans is basically concentrated in the peak season, and intermittent promotion is implemented. The wine industry sector is mainly concentrated in three stages: May Day Dragon Boat Festival, Mid-Autumn National Day and New Year's Day Spring Festival. In addition, the one-on-one promotion in the off-season of wine industry mainly focuses on the special terminal of the hotel.

Sixth, we should design detailed cases and detailed rules for the implementation of promotional activities and monitor them in tabular form. It is a few "W" questions that people often say, when, who will do it, what will be done, what will be the result, and so on. At the same time, do the necessary training for the implementation of the plan, so that everyone can understand how to implement the promotion plan.

In the process of implementing the plan, excellent companies always shout a slogan: "Follow-up, follow-up, follow-up" when implementing the whole monitoring and tracking service. Only in this way can it be implemented from top to bottom, and the implementation of the promotion plan can be fully reflected. Only in this way can we find and correct the existing problems in time and give full play to the maximum effect of promotion.

Seventh, we should do a good job in the evaluation of promotional activities. There are both quantitative analysis and qualitative analysis. This cycle can only be improved better. For example, a wine company makes good use of forms to scientifically evaluate the promotion effect. Attach a reference form.

The related pictures of this theme are as follows:

Case 1: Promotion of Channel Members

I. Activity background:

Sanming market is a market where the deep distribution operation of XX tribute wine is relatively in place, and the old porcelain tribute wine has been selling well. However, due to its best-selling, transparent channel price and low profit of second-and third-grade wholesalers, the enthusiasm of wholesalers to promote old porcelain tributes is affected. Based on this, Sanming Hayes Liquor Store plans to launch the "Million Prize, Open the Box with Courtesy" promotion with the theme of "Shake the Winter, Brilliant Spring", and make full use of the brand of XX Palace to comprehensively increase the market turnover in the peak season.

Second, the purpose of the activity:

1. Promote the sales of old porcelain tributes in peak season;

2. Mobilize the enthusiasm of the second and third batches of old porcelain to pay tribute;

3. Improve the profit rate of the second and third batches of dealers;

4. Stimulate terminal retailers to purchase goods and increase the gross profit margin per box.

Three. Activities:

1, activity theme:

Trembling winter, brilliant spring!

XX tribute wine unpacking and courtesy activities are being carried out all over Sanming!

XX tribute wine is one of the eight famous wines in China, which has been deeply loved by consumers for its excellent quality for many years. In order to repay the society and consumers, XX Winery sincerely launched the promotion of "One Million Prize, Courtesy of Opening the Box".

2. Activity method:

Every time I open a box of 6 bottles of milk glass XX tribute wine during the activity time from 65438+February 20041May 2005 to March 2005, I can see a gift list, and the scratch card on the gift list indicates that the first prize will be given to a flat-panel 2988DTCL color TV; Second prize: a box of 50-degree porcelain bottle XX tribute puree wine; The third prize will be given a box of 30-degree porcelain bottle XX tribute wine.

The more unpacking, the greater the chance of winning.

Redemption place: the winner of the first prize in the box must register with the local XX winery distribution office with the redemption ceremony table and the original ID card, and then collect it at the designated place. The second prize and the third prize will be collected directly at the distribution offices all over the country with the redemption ceremony.

Redemption time: from now until June 30, 2005, and it will not be cashed after the deadline.

Exchange consultation telephone number: (omitted)

Anhui XX Winery Co., Ltd. has the final right to interpret this activity.

3. Promotion of activities:

The promotion target of this activity is two or three groups of dealers. According to the characteristics of the information received by the promotion target, some economical and effective publicity measures have been taken, which are loved by dealers. First, give full play to the role of pop such as posters. Posters were widely posted in two or three batches of dealers and retail terminals in Sanming; The second is to make full use of the prime-time TV series of Sanming Satellite TV at night, and add swimming subtitles below: "Shake the winter, brilliant spring!" XX tribute wine unpacking and courtesy activities are being carried out all over Sanming! Hotline: "Through these two publicity measures, the arrival rate of this promotional message is quite high, which has formed a good word-of-mouth effect among dealers.

Fourth, the effect of the activity:

According to the feedback of market information, this activity has well stimulated the enthusiasm of dealers and terminal manufacturers, and improved the market sales of XX series products in peak season. Complete the planned order of 45,000 cases. Disadvantages: uneven distribution of prizes and low winning rate have affected the enthusiasm of the second and third batches of dealers to some extent. After summing up the experience, in the second phase of "Celebrating China Famous Wine XX, Igniting Summer Passion", the winning amount was reduced and the winning rate was improved. The winning rate in the previous phase was not less than 70%.

Enlightenment: Modern marketing pays attention to channel competition, and the main bodies of channels are large and small dealers and retail terminals. The most effective way to stimulate is profit-driven. Sanming market is a traditional market. The brand influence of XX Distillery is high, and consumers have formed benign consumption habits, and their loyalty to XX Distillery brand is high. Therefore, the scheme adopts directional promotion through different channels, and puts the scratch card into the box, so that the promotion efforts reach the sales terminal directly, which improves the enthusiasm of dealers at all levels and forms a joint force to recommend to consumers. The spread of promotional information through low-cost media has greatly improved the arrival rate of promotional information and made it spread by word of mouth, which is also the key to the success of this promotion.