Marketing: how to make use of holiday marketing

Core tip: in the past decade, holiday consumption has become a key time point for people's shopping choices, and thus the holiday economy has always been a consumption battlefield for all businesses and enterprises With the arrival of the Mid Autumn Festival and the national day, the merchants began their annual sales promotion However, in holiday promotions, it is often the big brands and enterprises with strong strength that are fighting head-on Many small and medium-sized enterprises are neither "baimeifu" nor "gaofushuai" Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Paint Home News: in the past decade, holiday consumption has become a key time point for people's shopping choices Thus, the holiday economy has always been a consumption battlefield for all businesses and enterprises With the arrival of the Mid Autumn Festival and the national day, the merchants began their annual sales promotion But in the holiday promotion, it is often the big brands and enterprises with strong strength that are engaged in a positive battle Many small and medium-sized enterprises are neither "baimeifu" nor "Gaofu Shuai" They are often in a very passive position in the battle for the terminal Fight, it's obvious that they are at a disadvantage, don't fight, watching the big guys make a lot of money Fight or not, the tempting cake of the market is in front of us Is it to watch the large enterprises divide up, or to find a way to get a share of the opportunity in the gap? How to play a good holiday marketing card for small and medium-sized coating enterprises? First of all, it is necessary to know that marketing and promotion are not for fun Not all products are suitable for holiday marketing If your products have no direct relationship with holiday consumption or have low relevance, it is suggested to give up some promotion activities during the period Clearly define the purpose of holiday promotion When many coating enterprises do promotion, the purpose of the activities is not very clear, often for the purpose of activities, especially in many small and medium-sized enterprises, the strategy is more obvious, so we must have a clear purpose in different periods, different channels, different products to promote, is to enhance the brand, or to promote sales? Is it to fight against competing products or to promote new products? Is it to improve the market rate or to adjust the product structure? But as for the holiday promotion of small and medium-sized brands, the purpose should also be clear - that is to promote the sales volume of products, promote the brand reputation and popularity, and achieve both sales volume and brand publicity effect It is very important to choose promotion time node During the holiday, all the terminal resources are in short supply, which leads to the high price of Luoyang paper The costs of stacker, end shelf and DM are several times or even dozens of times higher than usual Taking the Mid Autumn Festival as an example, a mooncake enterprise and a liquor enterprise buy the stacker of the main channel in a supermarket, and the cost of a schedule is tens of thousands or even hundreds of thousands, without sufficient capital strength, profit margin and sales volume Guarantee, the general enterprise is very difficult to continue For many small and medium-sized enterprises can only sigh But is there any other way to get on the holiday train? In fact, small and medium-sized enterprises can make a time difference, and arrange promotional activities in the front of the holiday schedule, so that the cost is not high, and it can stimulate those consumers who buy in advance, at least at the end of the schedule, which will form a small consumption trend Or just put it in the back of holiday consumption At this time, after a fierce battle, most enterprises will take a breath, the terminal resources will be basically vacant, and they can also catch the last bus for holiday consumption This is called "picking up the leakage" Why not do it! Don't fight the big brands head-on Small and medium-sized enterprises should not provoke the big brands under the premise of poor strength Try to fight the big brands head-on as little as possible If you make a full page poster, I will not make a poster; if you make a half page poster, I will hit a "tofu block" under you to touch the light; if you buy the end shelf of the main channel, I will buy the end shelf of the sub channel; if you buy the end shelf, I will make a brand promotion; if you shout loudly in the main channel, I will intercept it secretly not far away from you; if you do propaganda in the big Ka store, I will go to class BC store for promotion In a word, we should not irritate or be concerned by big brands, so as to achieve our own promotion effect Otherwise, once we are stared at, if we spend money and don't talk about it, the sales volume will be in a mess The product promotion method should choose the appropriate holiday period, the product promotion method will be various, buy send, buy add, draw, pile up on the ground, DM, guide buy, free taste trial experience, of course, the most direct is the product discount In fact, for the products of small and medium-sized enterprises, promotion methods should be set according to the selling points and characteristics of the products, with only one purpose, which can attract consumers and achieve transactions in the shortest time Integrating terminal resources for promotion services in order to avoid the same kind of competition to disperse purchasing power and highlight the characteristics or price advantages of their own products, it is necessary for enterprises to establish a better customer relationship with the relevant terminal principals of supermarket before activities, and to understand some promotion dynamics and relevant information of competitive products through retail terminals, such as: what time period is the activity schedule of competitive products? What is the promotion item? What is the promotion method? How much is the price discount? Is there any staff to support the promotion? Whether there is DM or special display, etc at the same time, it is also necessary to obtain the best display location of the same cost, the best layout location of DM, increase the order quantity of stores during the activity, and avoid the occurrence of shortage during the activity with the help of the specific person in charge of the terminal Only when we know ourselves and the enemy, can we make more appropriate promotion strategies, have a targeted goal, and achieve the best effect of promotion! Integrate customer resources to promote terminal sales In the early stage of the activity, it is more necessary to integrate the resources of customers, reach a tacit agreement with customers for promotion and promotion, and get the support of customers, so the promotion effect can be achieved Because most customers are not operating as agents for a brand, and customers are influenced by terminal resources, sales volume, profits, funds and other factors, so they have a choice in holiday promotion Therefore, enterprises should make preparations in advance and communicate with customers about some details of the activity in advance, such as what kind of publicity effect the activity can bring, how much sales volume can be improved, and what kind of guarantee the customers' profits can have, so as to attract customers' attention, let customers prepare goods in advance, and make the payment for goods of enterprises be recovered in time Prevent and eliminate the aftereffects of over promotion First of all, we should face up to the fact that as long as there is promotion, there may be overdraft sales volume (which is the most obvious in the terminal consumption), which will bring some excessive promotion sequelae, but the market impact cycle is long and short In view of this problem, enterprises should do the following: 1 Estimate a proper and controllable promotion volume in the early stage to avoid customers Or terminal for policy unrealistic hoarding 2 Before the promotion, the market will be left with a relatively reasonable digestion period 3 During the activity period, pay attention to the sales progress of the terminal and the region In case of sales imbalance, timely allocate the goods rationing between the terminal and the region 4 After the end of the activity, the inventory shall be carried out, and the terminal stock with indigestion shall be withdrawn in time, and it can be turned to the circulation market for secondary digestion 5 Make a market plan for the possible sudden decline of sales volume after the end of the activity, take out one or several non holiday promotional items (may be non main items) for promotion, fill the sales vacuum, so as to avoid the large fluctuation of sales volume, and establish the sales confidence of customers and end-users Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,