We often see promotional advertisements of many products in the media, such as how good the quality is, how favorable the price is, and so on. This is high-altitude interception, that is, the use of television, newspapers and other media to release terminal promotional advertisements in the corresponding areas, so that promotional information can be passed on to more consumers first. On the one hand, high-altitude interception can give full play to the preconceived effect, induce consumers to consume and instill brands before they arrive at the terminal, and at the same time, it can avoid the shortcomings of fierce competition in the terminal, complicated information and consumers' easy loss of purchasing direction, so as to remember the relevant information of brands more easily and clearly. High-altitude interception can also attract more target consumers in a wider range with the help of the radiation of the media, that is, "catching big fish with big nets."
When fighting with a single arm, it is often easier to win without the cooperation of the three armed forces. If the terminal is coupled with effective high-altitude interception, it will definitely "outperform competitors." To do a good job of high-altitude interception, we should first consider the sales cost, secondly the effectiveness of high-altitude advertising planning, and thirdly, we should fully cooperate with the terminal, such as putting some advertising samples on the terminal counter, which will connect the terminal and the counter and double the effect on consumers. Or in the newspaper advertisement, it is indicated that "with this sample report, you can receive gifts or participate in activities at the XX counter", which skillfully makes the high-altitude interception "harmonious" with the terminal.
Second, source interception.
Source interception is the interception of product promotion and promotion in the living or working area of target consumers. Some marketing experts call this method a further extension of the terminal, while others call it "post-terminal" because it is more direct, clearer, faster and more targeted. At present, this method is widely used in medicine and health care products, household appliances and household goods, and the effect is obvious.
At present, the more common ways are:
(1) Community service activities. Provide on-site maintenance guidance for this brand series of household appliances in residential areas, improve reputation through quality service and bring repeat customers.
(two) community publicity and demonstration or cultural and recreational activities. For example, the drug clinic on Sunday and so on. A prominent example is that Jiuyang Soymilk Machine often makes promotional demonstrations in large residential areas, making five-bean soybean milk, summer soybean milk, educational soybean milk and other flavors, which often attracts many middle-aged and elderly consumers to watch and sometimes achieves a considerable number of on-site direct sales.
(3) product billboards in residential areas. If you pay a little attention to these things, you will notice a lot. For example, hang a "K of hearts" at the gate, and then a banner of home improvement will appear. At most, there will be many advertisements posted in the stairwell.
(D) DM promotion and advertising, some are directly clipped at the door, some are submitted to the work unit through clips, and sometimes there are people who hand out promotional materials at the door. Although many cities have strengthened the management of residential areas and banned sales promotion activities in communities, they are still "the mountain fire never goes out, the spring breeze blows high" and their tactics are becoming more and more advanced. As long as we try our best to find a way, we will always promote the community well.
Third, interception before the battle.
Interception before queuing refers to the promotion guidance and publicity and persuasion activities of customers from the entrance of shopping malls to the counter. This process is the process of consumers entering the house, and it is also an important stage that affects consumers' purchase intention, so it is also essential to queue up in the early stage. Before the war, the interception was mainly reflected in the image billboards at the entrance of shopping malls, promotional activities at the entrance, shopping guide signs and billboards in shopping malls. You will often see many billboards of related products at the entrance of many shopping malls, sometimes huge, and sometimes even the advertisements of manufacturers are posted on the trapezoidal steps in front of them. These billboards give potential consumers a strong visual impact with eye-catching images, but the cost is relatively high; On weekends and major festivals, many shopping malls are always full of gongs and drums, which is why many brands compete to engage in promotional activities, including cultural performances, product introductions or prizes. There are also many promotional shopping guide signs in shopping malls, such as trolleys, flags, checkout counters, shopping guide signs, public advertising spaces and many other places that do not affect the image, and there will be billboards of corresponding manufacturers to effectively guide and influence consumers to choose goods. Every space from the mall entrance to the mall can be said to be "an inch of land and gold", which is important and expensive. It is necessary to tailor effective advertising activities according to the brand's own expenses and product characteristics, and strengthen pre-war interception.
Fourth, joint interception.
In a highly competitive terminal, it is undoubtedly extremely dangerous if it is isolated or besieged. Joint interception is the way to intercept brands with related interests, realize the United front and improve the competitiveness of terminals. Because of its strong aggression, this method is carried out aboveboard or in secret. There are three common forms. One is the joint promotion of different brands related to interests. For example, in June 2003+065438+1October, Smith Water Heater and Op held the promotion of "Two Professional Sanitary Ware Brands Join Hands for the First Time". Because both water heaters and Yuba are related to the purchase and use of products, and the consumer groups of the two brands are the same, these consumers will give priority to Smith water heaters when buying Op, and Smith water heaters will be given priority when buying Smith water heaters. The second is the alliance of similar brands of different grades. For example, the combination of high-priced brand A and medium-priced brand B. When customers explain brand A many times but are still not interested because of the high price, they can introduce brand B by the way. When there is a similar situation, brand B can introduce brand A by the way. The two brands are combined into one, each takes what it needs and promotes together. The third is to unite the same competitive brands with the same level, sometimes it is necessary to buy off the promoters of competitive brands to achieve the purpose of "harming others and benefiting themselves", and sometimes it is manifested as a joint activity with cluster effect.
Verb (abbreviation for verb) personnel interception
Personnel interception is the most basic interception method, that is, through careful observation and persuasion by promoters, consumers' purchase intention is strengthened. As a manufacturer or merchant, we should pay attention to the training of promoters, including product knowledge, promotion skills, communication skills, etc. At the same time, we should formulate a reasonable incentive system, and often strengthen communication with promoters to ensure their good psychological state. As a promoter, we should learn the skills of "seeing from all directions and listening from all directions". For example, when customers enter the counter of similar products in shopping malls, we should observe their customers' reactions from a distance, try to figure out consumers' consumption psychology and reactions to similar products, and deal with them in a targeted manner; When customers approach the counter of our products, we should try our best to keep them and don't let them walk away easily. The more time you have, the better your chances of winning. For example, if you have children, you should prepare a small gift for them, such as a balloon. If you have an old man, you should prepare a stool for him to wait for his behavior and win his favor. When introducing products, we should pay attention to observing words and feelings and deal with them according to customers' reactions. Many of these manufacturers or businesses have their own systematic skills, and the key is how to train extension personnel and guide them to use them skillfully.
Six, product interception
How to fully show the functions and characteristics of the product to customers in a short time and attract customers to understand the product layer by layer? It is necessary to study some interception skills of products according to their own characteristics. For the home appliance industry, it mainly refers to vivid display and multi-directional demonstration. Vivid display refers to the clever placement of products under the decoration of booth and POP, so as to fully display the image, function and selling point of products. Vivid display should pay attention to the echo of popular models (competitive and attractive models) and the main models, and can also design theme display according to the needs of publicity themes. For example, as May Day approaches, the product display can be packaged around the wedding, and now there is a more popular life proposal display, which fully shows the needs of fashion life.
There is an advertising motto in the United States, "The key to selling steaks is the sizzling of fried steaks." This is the importance of product demonstration. The commonly used principle of multi-directional demonstration is "move when you can, experience when you can, and speak when you can". For example, Duya humidifier keeps spraying moisture on the demonstration cabinet like a fairyland; Jiuyang Soymilk Machine often puts the prepared fragrant soybean milk on the counter, and customers can taste it at will. In order to show the advanced technology, Sampo electric water heater simply dug a hole in the fuselage to let consumers see its internal structure more clearly. Ariston has a small opening on the body of the electric water heater that can be put on the TV, so that customers can watch a more comprehensive operation demonstration on TV while listening to the promoters' explanations. At the same time, the TV broadcast can attract more consumers to stop and consult products.
Seven, POP interception
"Clothes make the horse depend on the saddle", and the terminal POP layout can better promote product sales. The terminal POP layout should be visible and flat: posters, desktop signs, light boxes, water signs and TV advertisements. Look up: banners and flags. Look down: product display. Tangible: information stands, exhibition stands, booths, samples, etc. ; Listen: Promoter's recommendation, salesperson's introduction, video broadcast on TV, etc. Take away: handbags, leaflets, leaflets, self-printed tabloids, promotional gifts, etc. The production and layout of these POPs should be novel and eye-catching, and attention should be paid to the collocation with products and display cabinets, as well as the differentiation with competitors. The usual maintenance of POP is also very important. It is necessary to replace the damaged products in time and make and replace different contents according to different sales needs. Besides making and arranging POPs, we should also plan some POP theme exhibitions according to the promotion needs, such as festival stacking activities, off-season commodity processing activities and new product promotion festivals. These activities need a lot of theme POPs to decorate and render, in order to achieve good image and great momentum, in sharp contrast with competitors, so as to better reflect the interception function of POP.
Eight, take advantage of the situation to intercept
The dealer's emphasis on brand is an important aspect of brand sales thrust, which has a direct and important impact on product sales. Therefore, we should also pay attention to strengthening the cultivation of customer relationship with shopping malls, get tangible or intangible support from the shopping malls, and let the products get real promotion at the terminal. Salesmen or promoters should communicate well with mall staff, including not only store managers, supervisors and promotion team leaders, but also security guards, handymen, cleaners and drivers. No one can ignore it, just like "burn incense when you enter the temple and worship God when you meet God". Sometimes their words will save us a lot of effort in sales. Through customer training, more preferential policies and cheaper advertising space can be obtained, which provides a good interpersonal environment for terminal promotion. In order to strengthen the interception by taking advantage of the situation, we should pay attention to various promotional activities of manufacturers and ensure that they are implemented at the terminal. You should also often participate in the festival promotion activities of dealers, such as sponsoring DM advertisements, special prices, gifts or lucky draws, or jointly carrying out win-win promotion activities with manufacturers. For example, a branch of Gome once held the "Gome Haier Household Appliances Festival", and Haier took advantage of Gome's domineering promotion activities. These activities are good opportunities for image display and product promotion, opportunities for suppressing and cracking down on competitors, and opportunities for effective interception.
Nine, popularity interception
If the counter is often crowded and popular, it will attract and infect more customers, thus becoming more popular and the transaction rate will be higher. How to create such a good atmosphere to achieve popularity interception? In addition to the vivid display and demonstration of products, the full application of POP should, on the one hand, start with promoters and try to attract customers to stay at the counter as much as possible instead of passing by. It will certainly be good to keep people's popularity; On the other hand, it is planning some small activities to adjust the atmosphere. Now darts can often be seen in the terminal, such as winning the lottery and shaking the turntable. Color TV audio products can play some large eye-catching movies, as well as quiz with prizes. Some products simply adopt the tactics of "a sea of people" to enhance the popularity of key stores on major festivals. In addition to "child care", mobile promoters will be mobilized, so that a store has several promoters of this product; You can also plan some novel product exhibition activities, such as popcorn in microwave oven, game competition at computer counter, cooking competition in induction cooker, etc. Providing extra services is also a good way to increase popularity. For example, some products will provide free drinking water service in summer, and some products also put an automatic shoeshine machine next to the showcase to provide customers with free shoeshine service.
The above are nine kinds of terminal interception tactics simply summarized according to the actual terminal sales situation, among which the first, second and third are strategies to assist terminal sales before the terminal, and the fourth and ninth are promotion tactics to directly use the terminal. In these nine articles, some focus on advertising planning, some focus on promotional activities, and some focus on customer training or terminal demonstration. How to use the above nine strategies for terminal interception? First of all, we should not use a single means in isolation, but integrate them and make full use of various resources such as advertising, promotion, personnel and dealers. So as to "get the right time, place and people in one"; Terminal interception is the embodiment of deep distribution, and its essence is the contest of terminal details. Therefore, these tasks should be done in depth, including in-depth investigation, comprehensive analysis and improvement of the implementation feedback system. In addition, we should avoid copying mechanically, and tailor flexible and creative terminal promotion tactics according to market competition and our own situation to maximize the interception effect.