I am a small planner in the advertising industry. I usually answer other people's questions on the principle of helping, learning and communicating with each other. I happened to see this planning problem that I have been interested in today. I am willing to make a fool of myself and give my own advice.
I roughly divided the stages:
1. Planning preparation stage: Make a detailed promotion plan, which must be considered comprehensively to ensure the smooth and effective implementation of the promotion activities. Organize a planning team to work out a set of plans from purpose, preparation, implementation, cost to effect evaluation and measurement, and submit them to the superior for study, decision, modification and implementation.
2. Preparatory stage: This stage involves complex but very important work.
(1) Select the appropriate promotion time and place: special date (holiday), time period, how many days to last, how many promotion points to set, main venue setting, personnel allocation, commodity distribution, bonus rules and quantity restrictions, etc.
(2) Equipment and articles: booths used on site, banners, arches, balloons, pull-ups, posters, leaflets (color printing or black and white), audio-visual shocks (which can be replaced by loudspeakers), other gifts-bundled sales of gifts, buying several gifts for free, prizes for participating in the lucky draw, etc. According to the overall situation and the company's economic strength, select and arrange reasonable preparation and usage.
(3) Personnel: Selection and arrangement of sales promotion personnel. If you want to organize programs, games and activities, you can consider inviting guests and hosts (a little famous and low cost), and ask the promoters to decide the number according to the situation (it is recommended to invite college students, which is more reliable and cheaper).
(4) publicity preparation: if you have the strength, large-scale all-round publicity in the early stage is essential. If you want to save money, you should also do some work. Distribute leaflets in densely populated downtown areas. The distribution area and quantity should be determined in advance. Advertise in the influential media (newspapers, radio and television) in the city, and pay attention to the choice of media, media exposure frequency, cost budget, etc. , in order to achieve the publicity effect of widely informed.
(5) Pre-coordination of the relationship between all parties: ensure that all activities comply with laws and regulations-the departments of city appearance, urban management, industry and commerce say hello in advance to avoid unnecessary troubles at that time. Outdoor activities must be approved by relevant departments, and advertisements must also be approved by law. In a word, all possible problems and troubles should be thought of in advance, and be prepared for all emergencies so as not to be caught off guard.
(6) Total cost budget: all expenses such as commodity preparation, personnel expenses, coordination of relations between all parties, and advertising expenses. We should budget accurately in advance.
(7) Prediction of promotion effect: The purpose of promotion is to predict sales volume.
3. Implementation stage: pay attention to the adjustment and control of the scene atmosphere to attract as many people as possible. Sensory shocks such as vision, hearing and interest appeal can attract, stimulate and induce consumers' attention and consumption. The layout of the website should have enough space for consumers to gather, pay attention to and buy, and the layout should be novel, clean and impactful. Posters and banners at the scene should be eye-catching. Live activities, such as programs, games, publicity, etc. , to have a strong interaction and participation, can stimulate the atmosphere. Please guests, hosts, etc. Ensure product-oriented, and all activities should be carried out around the product as a starting point to avoid usurping the role of the master. The order of the scene must be maintained, which requires our staff to do a lot of work, such as distributing gifts and prizes in a fair, reasonable and orderly manner, arranging enough staff, reasonable layout and enough space for activities. Again, we should be prepared for all kinds of emergencies.
4. Summary of promotion effect evaluation: If the promotion is continuous, it will be evaluated in stages and finally evaluated as a whole; If the promotion is short-term, make an overall evaluation and summary. Evaluate whether the promotion purpose is achieved, whether the sales volume reaches the expected goal, evaluate the media effect, and accurately calculate and analyze the income and expenditure.
5. After-care work: handle all after-care work, expense settlement, etc.
General analysis:
In the promotion of new products, we must highlight the theme, brand and appeal, and first think about what effect to achieve or what purpose to pursue. Usually, the purpose of new product promotion should be to expand brand awareness, short-term sales and sales. Emphasize the appeal and benefit points of products, that is, the selling points of products, combined with a series of means often used in promotion, such as discount sales, gift sales, prize sales, points and so on. Actively build momentum and cooperate with concept marketing and event marketing.
Choose the appropriate promotion means, set the promotion price reasonably, place the product site reasonably, do a good job in the hygiene of the promotion area, ensure that the price tag is correct and placed in a conspicuous position, ensure that leaflets are distributed and posters are posted in place, and prevent products from being out of stock.
These are some of my thoughts and suggestions. I just hope they can help you to some extent. They are for reference only. I also hope that other people in the industry will express their opinions more. Please correct me, hehe.
But please note: original answer, no copying and reprinting, please respect the work of others and respect yourself!
Supplement: Promotion Process Mode
(1) venue fee: the venue fee should be considered first, because the fees of different venues vary greatly. Even for the same venue, the fees may be different because of different locations.
(2) Quantity of supply: If you want to cooperate with pharmacies or retailers, you must talk with each store about the quantity of goods you need and the way of cooperation.
(3) Retail price control: Sometimes the retailer sets the price of your goods lower than the promotion price, so your promotion can't be carried out at all, and you can only rely on communication and coordination between you and the retailer.
(4) Activity process control: Activity process control is not only our own business, but also needs the help of retailers to participate in the preparatory work.
For promotion activities, we must do the following:
1, Tools: You should prepare your own tools, such as markers, tapes, pushpins, etc.
2. Publicity materials: (1) Category: posters, product brochures, flags, banners, umbrellas, newspapers, invitations, etc.
(2) Function:
First, save time and explanation
B, establish a good brand image
C, stimulate consumers to buy
(3) Factors affecting the success of promotional materials.
A, the display point must be eye-catching and safe.
Modeling design, simple and generous, can quickly transmit information.
C, height position, too high and too low are not suitable for reading.
D, the size should be discussed with the retailer, otherwise the retailer thinks you are too big or too small.
E, cooperate with products and environment, and give consideration to products and environment.
F. Aspects needing attention: 1 Creative and bright, surpassing competitors; 2 the display time will affect its effect; 3. timeliness.
3. Training and management of sales promotion personnel: Some sales promotion personnel are temporarily recruited, and even employees of the company need this promotion training. For example:
(1) Formulate operation rules.
(2) The content and time of the activity.
(3) the job responsibilities of the promotion staff.
(4) On-site arrangement of activities.
4. promotional gifts.
5. Activity execution and control:
(1) displays "five comparisons"
(2) On-site inspection and monitoring of activities: In addition to promotion personnel, management personnel should also conduct on-site inspection. The main functions are:
First, patrol and deal with emergencies in time;
B, keep normal display;
C, ensure the use of promotional materials;
D, promotion personnel to implement the specification.
Second, promote execution
When patrolling the activity site, we should consider checking the following questions:
1, correct product mix: whether it is our ongoing promotional product;
2. Correct form: whether the promotion form is correct and whether the product display form is correct;
3. Correct position: Whether the product display position is stipulated in the promotion agreement;
4, the position is correct;
5. Correct marketing tools: whether marketing tools help to increase sales;
6. Correct information transmission:
7. Correct promotional information: convey it to consumers in the right way.
8. The correct price.
At the same time, we must first look at what consumers need. Whether customers can remain loyal depends on the value they want. If we want to build loyalty, we must formulate the following norms.
(1) Companies must be everywhere, in other words, companies must be out of reach when customers need them.
(2) The company should never ask questions, argue or try to change the behavior of customers.
(3) Leave a certain profit margin to alleviate social and environmental problems.
Third, the promotion cost management
In order to carry out effective planning and control, we must first find out which activities expenses can be classified as promotion expenses, and then subdivide the various expenses of promotion activities. Only by completing these two steps can we start an effective budget.
The promotion budget and control also includes the following steps:
1. Establish the company's promotion goal, that is, how many products can be sold and how much profit can be made with the money spent.
2. Confirm the goals and strategies to enable the company to achieve the expected goals.
3. Decide the amount of expenses.
4. Understand the opinions on the spot in time and make an emergency budget.
Fourth, the management of sales promotion personnel.
In order to form an effective promotion team, we must have a complete set of procedures to help us improve our work, from the selection of promoters to their training, and then to the supervision and evaluation of the whole promotion team. Here, we will introduce the work of the promoters.
1. Selection of promotion staff: A dynamic and experienced promotion team is the icing on the cake, so the work of the promotion staff includes the following aspects:
(1) product and store maintenance: maintain the display of the company's products and ensure the placement of goods.
(2) Layout of promotion venues: such as supermarket cards and flags posted on posters.
(3) Promotion: promote the company's products to customers and stimulate their desire to buy.
(4) Finish and hand in the work report in time.
2. Training of sales promotion personnel.
No matter how good the product is, no matter how good the promotion activity is, if there is no good promoter to show it to consumers, it will still not stimulate consumers' desire to buy. Whether the training of promoters is in place and the service attitude is good or bad is directly related to the success or failure of promotional activities. Therefore, the training of promoters is very important, mainly including the following contents:
(1) Basic background and skills training.
A, company background and business philosophy training;
B, product knowledge training: such as the selling points and usage methods of products. ;
C, process training;
D job responsibility training for promoters: including sales explanation, activity explanation, timely replenishment, etc.
(2) Sales skills and after-sales service training:
A. Training of service attitude and sales skills: if customers say hello, how to answer customers' questions, how to judge whether customers are willing to buy, how to deal with impolite customers, etc.
* Work attitude: mutual benefit and win-win, neither humble nor supercilious.
* Speaking skills: clear and steady tone, positive and flexible response.
* Listen: Listening carefully shows your respect for customers.
* Smile and praise.
* control time; Arouse customers' interest in products in the shortest time.
* Targeted greetings.
* Sincere equality: don't expand the efficacy of the product, be objective and clever.
How to respond to difficulties, skills;
* When rejected by customers: relax and say goodbye politely.
* When customers are dissatisfied with our products and enterprises, we should relax, avoid tension and inevitability, treat them correctly, respect customers and listen carefully.
* When the price of the product is too expensive:
B, clear the conditions for giving gifts, and prevent gifts from being sent by mistake, over-delivery, over-delivery and under-delivery.
C, clear reward and punishment system and reward and punishment measures, in order to avoid not sending gifts and promoters dereliction of duty.
3. Sponsors can monitor and evaluate standards.
The monitoring of sales promotion personnel is mainly to check the service attitude and methods of sales promotion personnel, mainly in the following aspects:
* instruments; Whether it is in accordance with the requirements of the company, etc.
* Language: whether to use polite and standardized language.
* Service: whether first-class service is provided.
* Administrative discipline: such as attendance, being late and leaving early, improper dressing, chatting, eating and other bad behaviors.
* Store maintenance.
* After-sales service: know whether the problem can be solved in time.
Evaluation of verb (verb's abbreviation) activity effect
The evaluation of promotion effect is a very important stage, which does not exist after the promotion, but runs through the whole promotion process.
Evaluation activities are basically divided into the following four aspects:
1, the achievement of the goal set by the activity.
2. The impact of the activity on sales.
3. Profit evaluation of activities.
4, the establishment of brand value.
5. Result analysis: statistics, analysis and diagnosis.