Marketing: five steps in the operation of regular promotion activities in paint stores

Core tip: there are promotions almost every day, but not every promotion can achieve good expected results Only those well prepared promotions can achieve good results In the view of many suppliers, promotion is a very common thing, and there is no technical content in itself It's just that enterprises spend money to buy sales It is because of its fundamental lack of attention to promotion that many inefficient promotions, or even ineffective promotions, appear It not only consumes a lot of resources of enterprises, but also makes consumers tired of promotion Suppliers want to reverse this misconception of promotions Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: sales promotion activities in the store almost every day, but not every promotion can achieve good expected results Only those well prepared promotions can achieve good results In the view of many suppliers, promotion is a very common thing, and there is no technical content in itself It's just that enterprises spend money to buy sales It is because of its fundamental lack of attention to promotion that many inefficient promotions, or even ineffective promotions, appear It not only consumes a lot of resources of enterprises, but also makes consumers tired of promotion If the supplier wants to reverse this wrong understanding of promotion, he must first understand the operation steps of conventional promotion In fact, the promotion activities in the store can be divided into the following five steps: promotion planning → promotion negotiation → promotion link implementation → promotion implementation → promotion effect evaluation These five steps run through the whole promotion activity from beginning to end If there is a problem in each link, it will affect the final effect of the promotion activity Next, let's specifically analyze the five steps of promotion: 1 The planning of any promotion activity has its clear mission first Generally speaking, this promotion is mainly to solve the problem in which aspect Is it to increase sales, or to promote new products, or to expand influence, or to enhance brand awareness In a word, before the birth of any promotion, the designer has a clear purpose On this basis, there will be the next activity content, promotion form, activity time, activity location, activity related resources input and other content It's unrealistic to think that a promotion can achieve all the goals You can do whatever you focus on More and more suppliers are beginning to realize that promotional activities are not only to improve the sales volume of products, but also to bring diversified additional benefits to enterprises The real value of promotion lies in the total value of sales volume and these added values We call this value "promotion comprehensive value" The key factor that can make the promotion produce this kind of comprehensive value is whether the supplier has carefully planned every promotion Whether to design a diversified form of benefits for each promotion 2 Negotiation and negotiation itself is a very professional work For suppliers, negotiating with a stronger hypermarket is like fighting with a stronger expert several times What they pay attention to is a word of "cleverness" How to let oneself "with 4 2 dial kilogram"? There are university questions in it! The following questions must be made clear by the supplier before negotiation: • whom to talk to? ——Find the right person many suppliers in the promotion negotiation, even the negotiation object is not clear, on the horse in a hurry As a result of the wrong negotiation object, the resistance and loss brought to the negotiation Different activities may need to find different people It is necessary to find out in advance whether to find a purchase or a store Different stores may have different internal management requirements and authority division If you find the wrong person, you will not only fail to do things, but also offend the person You must be careful Therefore, before the promotion negotiation, the supplier must first "find the right person" How to talk? -- it's natural to pay attention to a strategy and method when negotiating the right thing In general, suppliers should adhere to the negotiation principle of letting each other know that the promotion is valuable and the promotion resources are limited The reason why you choose this store is that everyone has a good relationship with each other and gives him special care Use the scarcity of activity resources to attract procurement From the psychological point of view, people's recognition of the value of a kind of thing depends not only on whether they need it, but also on whether it belongs to scarce resources Even if they don't need things, as long as it has a certain degree of scarcity, people will try to get it In addition, you should try to avoid leaving the following impression on the other party; * there are many promotion resources, every family has its share - the promotion is of no value; * the supplier forcibly "shoves" it to the store - the promotion is not a good thing; * you are here to "beg" me - to be ready to be next to the "knife" of the store 3 In order to carry out the promotion exactly according to the plan, the implementation of each link of the promotion must be in place Many sales promotion cases that seem to be very grand have the same final effect The key reason is that the relevant preparations are not in place Specifically, the supplier should focus on the following aspects to implement the promotion plan: special price preparation: whether the price of promotion is attractive to consumers, and whether it "matches" with the scale and form of the activity? Gift preparation: is the gift attractive, when the gift is in place, and whether the distribution of each store is scientific and reasonable? Prepare source of goods: what is the product inventory of the promotion category? Do you need replenishment? Do you have the ability to transfer and deliver goods in time during the promotion? Props preparation: is the production of relevant props and mobilization schedule in place? Are there any professional artists to install on site? Is the use of props normal? 4 The success of any large-scale promotion program depends on the effective implementation of the program Without strong execution, planning is nothing more than "talking on paper" and even can backfire And the implementation of the promotion case in the store needs the cooperation from both inside and outside Internal promotion is a process that requires close cooperation of all departments in the store For the promotion itself, even if it is planned carefully, even if there is only a little mistake in the implementation process, it will affect the overall activity Therefore, internal execution is the most important part of the whole promotion process And the internal implementation includes: cooperation between departments and staff training If the internal responsibility is not clear and the process is not smooth, any good promotion case will be destroyed In order to have a good effect of the promotion, the internal concept of the manufacturer must be unified and the actions must be consistent I haven't heard of it It can do a good job of sales promotion • external execution if the internal execution of the promotion lays a solid foundation for the smooth completion of the activity, then the external execution is really to turn the promotion scheme into reality The external implementation of promotional activities, on the one hand, is a process in which enterprises constantly make corresponding adjustments according to market conditions on the premise of following the implementation plan, on the other hand, is the implementation status of the stores If the stores are not implemented according to the requirements, it is not enough The execution of the stores should also be included in the scope of control How to control? This requires that the manufacturer's personnel should confirm every detail in the process of sales promotion negotiation, and there should be no ambiguity They should keep following up in the process of implementation If there is any mistake, they should immediately feedback and adjust 5 Many suppliers often ignore the evaluation of promotion effect In their view, after the promotion, the result of the promotion is clear at a glance, and success or failure is a foregone conclusion Therefore, they often think that there is no need to do any promotion effect evaluation at all In fact, the evaluation of promotion effect is an extremely important part of the whole promotion process It affects the effect of the added value of promotion on the later period of the enterprise Through the evaluation, we can not only have a correct understanding of this promotion, but more importantly, suppliers can learn valuable experience and lessons from it The experience and lessons of one store will soon become the experience of several stores What a precious treasure for an enterprise! Therefore, the supplier should analyze the promotion activities from the following evaluation indicators: daily sales tracking: daily sales follow-up Target achievement Accounting: calculate the target achievement progress through the sales on that day Cost sales ratio Accounting: real-time accounting of promotion cost input-output ratio Shipment and inventory accounting: make statistics on the sales and inventory of the day in time every day to ensure the normal activities of the next day Exception handling: handle emergencies in real time to ensure the smooth promotion Only when the marketing personnel master the speaking skills can they better communicate the starting point of the growth of the coating enterprise: concentrate resources and single products to break through the same kind of information; when the property market is "clear and not cold", the coating enterprise is "diversified"; when the brand advertising of the coating enterprise is not warm to the heart, the most important thing is that the brand game is the key to the success of the coating enterprise; how to improve the sales of the coating enterprise and how to do a good job in the terminal display Coating network, the first battle of network channel for coating enterprises How to do well in the "Internet +" • diatom mud mask hot sale opens the "anti fog mode" • coating Investment Promotion - coating enterprises "heart disease" • new choice of network marketing for coating network coating enterprises It is necessary to be a leader in the coating industry The home of brand strategic coating is focused on coating, diatom mud, paint coating, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,