Liquor off-season, do you want to promote it? This is an interesting topic. Do promotion, even if it is "meat buns hit dogs-there is no return", do not promote, and fear that losing market opportunities will lead to blindness. However, in the actual market sales, in the face of off-season, in fact, many wine companies have chosen to wait for the arrival of the peak season; Choose to rely on, rely on the market to sell naturally; It is a negative performance to choose what is important and let customers "fiddle" with the market themselves. In fact, thinking from another angle, the off-season is just a good time to promote sales. Why do you say that? First of all, although the overall sales volume in the off-season is small, there are fewer manufacturers promoting sales. When others "hibernate", you can take the initiative to attack, and you will get the opportunity to take the initiative to attack others and seize the share of competitors, and you will be more able to attract the attention of consumers. For example, in the off-season, there have been promotional activities with prizes for bottle caps on credit. Although there is no innovation, it is just "one more bottle" (small bottle), but the market response is very good, and the terminal pulling effect is also obvious. Still an old saying goes, investment often pays off, and no investment leads to no return. The same is true in the off-season. Market in the off-season and sell in the peak season. The peak season is actually the time to sell goods, and only the off-season is a good time to stabilize the market. Because now is the off-season of product sales, not only manufacturers are more leisure, but also dealers, distributors and terminal operators are generally more leisure. At this time, manufacturers can concentrate on people and property, take advantage of the less busy gap, and do a solid job in terminal distribution, product display and animation, free goods evaluation, promotion, customer satisfaction and other work, so as to lay the foundation for the arrival of the peak season to enhance sales. Jin Jiu, Hubei Province, the leading brand of health wine, often takes the initiative to market in the off-season in summer, and quietly attacks by sweeping the streets, displaying terminal products, promoting hotels and learning from free goods. When the peak season comes, when competitors find out and want to attack, Jin Jiu has gained a firm foothold, thus successfully gaining market share. Shaping and enhancing brand image in off-season. During the peak season, advertising, promotion, terminal promotion and brand building are all brilliant. At this time, even if you want to build and enhance your brand image, it is easy to fall into a homogeneous Wang Yang, because all manufacturers are doing so. But in the off-season, various means and methods will be reduced a lot. Therefore, at this time, we can promote the brand image in an all-round and low-cost way through various marketing materials such as TV, radio, newspapers, sports advertisements, wall advertisements, terminal display and activation, experiential marketing and so on. In addition, the off-season is also convenient for promoting new products, adjusting product structure and training marketing teams. It is precisely because there are so many advantages in off-season sales that we can't "wait for money" in off-season. We must also take the initiative to "sell" and stimulate the sales of terminals by designing reasonable promotion forms, thus creating a sales miracle that is not weak in off-season. So, how to promote sales in the off-season? Off-season promotion direction: off-season promotion can be done in two aspects, one is channel promotion, and the other is terminal and customer promotion. Let's talk about how to promote it from these two directions. The first is channel promotion. Whether the off-season products can sell well depends on whether dealers, distributors and terminal operators are willing to sell them. Only by fully mobilizing the enthusiasm of dealers can the off-season products prosper. Therefore, off-season promotion, first of all, channel promotion, which is the first step of off-season sales. How to design channel promotion? First of all, you can hold an order meeting. Holding an order meeting in the off-season seems to go against the trend, but it is also a smart move. Through the ordering meeting, manufacturers can not only fully communicate, but also quickly convey the information of new products, new policies and new marketing models, which is convenient for manufacturers to hold a group and work together to do a good job in the off-season market. However, it should be noted that in the off-season, we must be cautious in holding order fairs and formulate promotion policies. We should not return more rewards, but eat the same pot. Too much rebate will easily lead to the tendency of some customers to "smash" the market and "escape" the market, which will eventually lead to price inversion. As for rewards, only excellent dealers who do well in the off-season market are rewarded, such as distribution, display, terminal recommendation and reasonable product structure, so as to stimulate everyone's sales enthusiasm without disturbing the market order. Second, the promotion of channels should be based on the fact that it is not suitable for realization. The market chaos inevitably comes from the price chaos, and one of the main reasons for the price chaos is that the form of channel promotion is too simple, for example, just discounts, gifts, rebates and so on. It is easy to "bargain-hunting", which leads some speculative dealers and distributors to cross the line. The correct approach should be to strictly formulate the channel guidance prices at all levels, clarify the prices of channel sales at all levels, and severely punish violators. In this regard, we can make commitments at all levels. Secondly, as a manufacturer, in the process of ordering or selling, we can not only "give people fish", but also "give people fish" by designing incentive tours and training, so that dealers can be mentally satisfied. Through training, they can also improve their operating skills and keep pace with manufacturers. For example, I have some dealer training courses invited by manufacturers every month. A wine company in Jilin held an order meeting in the off-season. In addition to the regular reward policy, for example, I paid 200,000 yuan to travel to Russia for three days, and I also invited the authors to give half-day training to these big distributors to improve their core competence. The dealers' material and spiritual harvests are well received by the dealers. Another piece of promotion is the promotion of terminals. The terminal is the last mile of product sales, therefore, in order to realize the off-season sales of products, it is necessary to design an exciting promotion activity for the terminal. What are the operation methods? First, there are prizes in the box. If the products want to be sold, the first thing we should do is to improve the unpacking rate. How to improve? It can be achieved by setting prizes in the box or in the box. For example, the "Golden Buddha" activity of Shaoyang wine, the dollar activity of Song He five-star wine boxes, and some wine companies send exquisite lighters and boxed or boxed cigarettes. By designing these awards, the terminal and its customers will yearn for and hope for the products, which is very similar to buying lottery tickets. There is little chance of winning 5 million, but there are still many people willing to try. After all, what if they win? This actually gives people a kind of fantasy and hope, and people always live in fantasy and hope. Second, the bottle cap has a prize. Bottle cap award is a tried-and-true promotion method for many manufacturers. Although not innovative enough, the effect is often surprisingly good. Many wine companies, including other fast-moving consumer goods, such as Master Kong, Wahaha and Uni-President of beverage manufacturers, use this method to stimulate customers' purchasing enthusiasm. Although there is not much cash for "another bottle" or bottle cap, the word-of-mouth effect still spreads quickly because of the high probability of winning the prize. Including the pursuit of terminal manufacturers, as long as there are prizes in the box or on the box cover, the appetite of the terminal and consumers will be hung up, and the terminal customers and marketers, especially the terminal clerk, will have an excuse or chips to recommend, which is more convenient for the market to accept. Third, the waiter rewards. Liquor channels are generally divided into ready-to-drink channels, such as hotels, food stalls and restaurants, and non-ready-to-drink channels, including traditional wholesale markets, shops and supermarkets. For liquor products, the sales volume of ready-to-drink channels will be even greater. But how to make the ready-to-drink channel focus on promoting its own products? There are ways to reward waiters, because they are the promoters of end products, and the "power of life and death" of many products and whether they can sell well in this hotel are often in their hands. If they mainly recommend them, the sales opportunities of your products will increase. On the contrary, if it is not recommended, it may become "kept in the inner room, and no one knows her". Although it is also put on the counter of the hotel, it is not for sale. Therefore, as a manufacturer, we can design the same hotel waiter, hold an open or secret sales competition, or give some cash rewards in the form of bottle caps and wine boxes to stimulate their marketing enthusiasm. After all, many of these migrant girls from rural areas have low incomes, which gives them the opportunity to increase their income invisibly. They often work hard. Finally, in the off-season promotion, we should also pay attention to the form of promotion, that is, we should attach importance to the construction of hard terminals and do a good job in soft terminals. What is a hard terminal, that is, various forms of promotional materials that can stimulate customers to buy in the sales place, such as display cabinets, shelves, POP, Yi Labao, banners, desk cards, photo frames, etc. After the completion of these hard terminals, they can form a certain momentum, stimulate the visual effects of consumers and attract more attention. At the same time, we should do a good job in the construction of soft terminals. What is a soft terminal, that is, the terminal service and customers of the manufacturer? Of course, in the process of design promotion, as a manufacturer, if we can adopt joint marketing, that is, different types of products can be used as promotional items or gifts, we can achieve low-cost promotion and enhance brand awareness. However, it should be noted that manufacturers who adopt joint marketing must be consistent in grade and industry status, so as to avoid first-class brands looking for third-rate products to promote, which will undoubtedly lower the grade of their products. In short, the off-season is a good time to promote sales. As a manufacturer, we must change the inherent thinking mode and firmly establish the concept of "only off-season thinking, no off-season market". If you don't play cards according to the routine and plan promotional activities suitable for the market, manufacturers will certainly be able to achieve the off-season, so as to stand out and make the market stronger and bigger.