With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. Today, with the gradual rationalization of consumption, liquor is also improving in culture, from heroic culture to lonely culture, from hospitality culture to gift culture, from blessing culture to traffic culture, as one of the leading products for weddings, funerals, gatherings of friends and visiting relatives and friends. With the approach of the Spring Festival, the competition of liquor is very fierce. In order to win more markets, liquor marketing should not only be deeply subdivided in communication and channels, but also pay attention to terminal sales, because the promotion of advertisements must be coordinated with the "promotion" of terminals, and marketing can get twice the result with half the effort.
1. Seize the terminal of terminal liquor is reflected in many aspects. According to the traditional thinking, there are mainly hotels, shops, bars, supermarkets and department stores. If we expand our thinking and implement grafting marketing, its terminal can be extended to wedding photo studios, tobacco specialty stores, outdoor and so on. , marketing, seize the terminal. First, the terminal should be subdivided into ABC for classified management; Second, we should promote sales strategically, such as serialized and visualized product arrangement, such as promotion for different objects, such as bundled sales. Third, we should use terminal personnel to promote sales, promote sales outdoors, attract customers to come in and take the initiative to go out.
Second, the terminal is refined. The hotel terminal is a battleground for liquor merchants. Hotel terminal promotion is mainly divided into three categories:
First, mainstream hotel owners. Liquor, especially high-end liquor, is mainly consumed in hotel terminals. Hotel owners play a very important role in liquor sales. In order to enter the hotel, in addition to giving the hotel a huge admission fee, it is also necessary to promote the hotel owner. In this way, the products can be directly sold to consumers through the hotel owner, and on the other hand, the activities of the products in the hotel can be guaranteed to be carried out normally. In the terminal, the hotel owner can directly make profits to stimulate the enthusiasm of the hotel owner to promote new liquor products, and mainly meet the psychological expectations of the hotel owner through two common ways: distribution rebate and sales rebate. For example, for hotels with a certain amount of sales, organize hotel owners to travel regularly to prepare hotel management, staff management and other related training for participating enterprises.
The second is a hotel promoter or waiter. The last link in liquor sales process is that hotel promoters or waiters successfully recommend products to consumers, which is the most important link in product sales, especially liquor sales, and also the last "final step". Equipped with full-time promoters with good image and promotion skills in the hotel, it can support the brand's word-of-mouth publicity to a great extent, enhance the consumer image of the product brand and effectively narrow the distance between the product and the consumer. It is necessary to recruit young female full-time promoters who are dignified and decent, have a good image and are fluent in language expression, and design simple and generous uniform clothes for them as a whole. The style should be consistent with the brand style of the product, so that they can be familiar with the quality and brand connotation of the product, especially the wine culture contained in the product packaging, so as to spread its internal cultural connotation when recommending the product. At the same time, some entertaining programs can be organized by the hotel's full-time promoters. For example, if a karaoke booth is set up in the hotel, all consumers who drink this brand can choose full-time promoters to sing, or order songs for friends on the spot, or participate in activities such as lottery at dinner.
The third is hotel consumers. The ultimate goal of terminal sales is to let consumers buy products. In the promotion process for consumers, many innovative promotion strategies can be adopted, such as staging a "coin" storm and setting foreign currency or RMB in the bottle; For example, there are prize-winning promotions, scratch cards and gifts, different prize-winning gifts with great cultural and collection value are set up, and prize-winning activities for card collection are held. For example, a beautifully designed gold foil bookmark can be placed in each bottle of wine, and the product packaging can also be designed as an exquisite and classical collection, while the setting of gifts should pay attention to its culture, value and taste.