Marketing: successful marketing of coating products

Core tip: Nowadays, Ka hypermarket is the main battlefield of competition among major businesses They have tried out their own skills - buying gifts, special prices and various product promotion shows, such as trial eating, road shows, in store shows, etc., to improve sales and gross profit, and then get more shelf resources support from the stores As the main sales mode of modern channels, hypermarket, with its one-stop shopping, low price every day, good shopping environment and other characteristics, has become the main place for consumers to spend on weekends, but it still can not replace the convenience advantages of community convenience stores For example, if you want to eat dumplings when you go home at noon, you will drive to the supermarket 5 kilometers away Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of paint news: Nowadays, KA stores are the main battleground for major businesses to compete with each other They have tried their own skills - buying gifts, special prices and various product promotion shows, such as tasting, road show, in store show, etc., in order to improve sales and gross profit, and then obtain more shelf resources support from the store As the main sales mode of modern channels, hypermarket, with its one-stop shopping, low price every day, good shopping environment and other characteristics, has become the main place for consumers to spend on weekends, but it still can not replace the convenience advantages of community convenience stores For example, if you want to eat dumplings when you go home at noon, will you drive to the supermarket 5 kilometers away to buy them? What's more, it will take you 20 minutes to check out at the cashier Therefore, the convenience stores distributed in the vast residential areas are still a blue ocean There is no complex purchase and promotion process of shopping malls, no arrogant face of buyers, no expensive activity costs, and a large number of convenience stores, the total sales volume is also considerable! When we do brand promotion week at the community gate, we can get close contact with the target customer group and precipitate brand awareness, but we will get the promotion effect that the hypermarket cannot achieve My company is an organic agricultural and sideline products company, positioning high-end consumers, the company strives to create the industry's original ecological first brand As a small start-up company, there is not much resources to do Ka stores in the early stage Community stores are the key channel for the company to initially explore the market Recently, the author happened to witness the company's tour promotion show in the community The scene of the show was astonishing: there was a broken sun umbrella in isolation at the scene of the event, and the promotion display platform was shabby The opened product boxes were placed on the ground, which was the promotion show?! It's more like a grocery stand! The sun is hot, but the salesmen are all hanging their heads, without any enthusiasm for sales, like a defeated soldier The whole scene of the activity doesn't show a brand manufacturer's demeanor But because of the special promotion, the sales volume is better than usual, but the sales volume brought by such investment is far from enough, let alone brand building After communicating with the senior management of the company and combining with the author's previous successful experience, further improvements have been made in the details of promotion vision setting, promotion process, promotion mode, promotion scene layout, etc., with different effects The sales volume has tripled compared with the original, the store and customers give the company a high evaluation, and the brand status has been effectively improved The promotion ideas and schemes are summarized below for your reference Set up the promotion vision, do a good job in positioning the promotion of organic products in the middle and high-end consumer groups, promote the concept of "health" and "green ecology", and the relatively severe food safety environment, undoubtedly provide the noisy urban people with a reason for consumption Since it is a big hand to operate the market and build a brand, the company must take a standardized and high-end route in the setting of promotion mode to reflect the noble image of brand operation Therefore, the activity promotion mode must break through the sales volume, and more importantly, form the cognition with consumers and shape the brand status Strengthen the brand appeal point, realize with customers that the company's brand appeal point is "original ecology", "return to nature" and "green", form differentiation with industry competitive products, which is the core competitiveness of the company's products The promotion mode must embody the brand connotation and unify the customer cognition Obviously, the old promotion model can't fulfill this mission We need to improve the props For example, a medium-sized sales promotion platform made of ecological wood instead of a simple display platform, a fence pattern with four corner awning, a pop slogan made of plain paper instead of wood pop, and a green carpet laid on the ground In short, the improved scene reflects the "original ecology" atmosphere Propaganda, attracting popularity and popularity, is half the success In recent years, China's film industry has made full use of its momentum, which is worthy of our thinking about fast selling products For example, the Hong Kong opera "Yupu group" employs big stars, the script starts to be completed and a lot of publicity begins Internet communication has aroused the enthusiasm of netizens and comments Can the audience rating be low? And Kung Fu Panda 2 also took away a lot of money from parents These classic cases of power making use of people's "curiosity" and "conformity" psychology to conquer the audience We use the essence of good momentum, the promotion effect does not need to worry! According to this idea, before the promotion, we can print some promotion cards and distribute them in large quantities at the community gate, and post the promotion information on the wall at the store gate of the target community one week in advance to let more community residents know the promotion information During the activity, in order to attract people's interest, DVD, audio and wireless connection can be added The promoters call the store sound to expand the communication range through audio DVD plays the company's promotional films to attract people's attention and form a "crowd" effect The whole product chain is organized into groups, and the formulation of promotion policies is generally to highlight a certain theme, focusing on the company's best-selling and sensitive single products, attracting customers to buy at preferential prices, and then driving the overall product line to achieve sales, so as to achieve the effect of "one stone, two birds" If the price of the whole product line is released, there is no promotion The old promotion activities ignored the company's brand promotion theme, and only promoted for the sales volume, only focusing on the best-selling products, without the overall view, while the best-selling products are often the company's low gross profit products, and the practice of losing the true significance of promotion This is also one of the mistakes that many promotion activities often make Therefore, in the promotion activities, it is necessary to show the overall products of the company, especially the strategic products and star products, even if they are not sold As mentioned before, the identity of an expert and standardized language are the company's image ambassador and the window for the company's external publicity Before the promotion, let the promotion personnel receive professional training, especially the product knowledge and sales skills, unify the propaganda language, serve the customers as "experts", and cause the customers to feel good Before the training, we can combine the experience of historical summary, refine the topics that customers often ask, list standard answers, and answer all kinds of questions raised by customers in a standardized way In the process of the activity, the salesman supervises the on-site performance of the promoters, guides and corrects on-site, and improves the combat ability of the promoters Learn to take advantage of it and believe that the mass Red Army has developed from hundreds of people to a living force that can compete with the national army, so as to liberate China and make the world marvel! Mao Zedong had no special magic power He believed that the masses, mobilizing the masses and making use of their strength to develop, would produce an effect of aggregation In promotional activities, if we learn to use our resources to mobilize the masses, we can play the role of icing on the cake with half the effort There are many marketing techniques that we can use flexibly For example, we can choose a "performance loving" customer among the residents, and let her be our guide and help the publicity, which is more persuasive and credible than the promotion personnel's publicity Analyze the data, and be good at summarizing and improving "learning from the past and learning from the new" After a community promotion activity, we should be good at analyzing the activity sales data and experience, summing up the shortcomings in the promotion activity, to ensure that the next promotion activity is more perfect and the sales is higher Personnel: is the training of promoters in place? What are the shortcomings of the promotion skills of the promoters? Is the service etiquette and appearance in place? Is the activity service flow smooth? Promotion effect: is the promotion effect obvious? Is the promotion process in place? In terms of publicity: are pop, stickers and other images in place? Is promotion information transfer maximized? What image content needs to be added or subtracted? Activity location and time: is the activity location suitable? Is the schedule suitable? Is the lack of popularity due to the wrong time? There are not so many intermediate links and factors in the community promotion activities as in the hypermarket Manufacturers can fully operate the promotion show according to their own plans and wishes, so that their products can better meet with consumers and promote sales Continuous community promotion can better face-to-face communication with customers and play an important role in brand precipitation, which should be paid attention to by various manufacturers Five profit models of Chinese paint dealers in the next three years: subway "through women" and event marketing of paint enterprises; models worthy of reference for paint enterprises: Sam's club model; after-sales service of paint is optimized, and consumers or "buy" and love deeply; how small and medium-sized paint enterprises make use of Spring Festival holiday consumption; another hole for o2o or paint E-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,