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    Home > Coatings News > Paints and Coatings Market > Marketing: Tips for controlling promotion expenses

    Marketing: Tips for controlling promotion expenses

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: promotion is a powerful part of sales, but usually it costs money For suppliers, they naturally want to do more with less Therefore, how to spend as little money as possible to achieve the best promotion effect is what every manufacturer hopes Due to the scarcity of marketing resources, the stores will try to strive for more benefits from the suppliers by raising the promotion "threshold" Therefore, no matter whether the supplier's promotional activities have expense support or not, the store purchase will first assume that the supplier has expense support This is not only the need of a negotiation strategy, but also Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint Home News: sales promotion is a powerful part of sales, but usually it costs money For suppliers, they naturally want to do more with less Therefore, how to spend as little money as possible to achieve the best promotion effect is what every manufacturer hopes Due to the scarcity of marketing resources, the stores will try to strive for more benefits from the suppliers by raising the promotion "threshold" Therefore, no matter whether the supplier's promotional activities have expense support or not, the store purchase will first assume that the supplier has expense support This is not only the need of a negotiation strategy, but also a negotiation skill and means Therefore, as a supplier, it is necessary to design its own promotion plan based on the interests of the other party We can raise the expectation of purchasing to promotion through "limited quantity", and use the method of "replacement" to reduce our cost Specifically, suppliers can achieve this through the following steps: "limited quantity" thinking from the perspective of value law, the value of things is inversely proportional to their quantity In other words, the rarer the material is, the higher the value it has Otherwise, the lower The same is true of promotion Therefore, the supplier should try to increase the value of the promotion itself by limiting the amount of promotion Limited sales promotion can take the following forms: 1 Limited goods can enhance the value of promotion by limiting the quantity of goods that enjoy the promotion policy For example, the value of a promotional package can be increased by limiting the number of promotional packages To let the store know, it's not that there are too many products in the street, but that there are as many as he wants Instead, he should tell him that the number of promotional packages is very limited and will soon be gone The fundamental significance of promotion is to promote sales Of course, the most important thing is goods Only good goods can have large sales As the saying goes, "it's not a competition for bad smell" It's the same reason when it's used in promotion When necessary, suppliers can even create a kind of "false image" of looting Since the goods are all "looted", will the stores still receive money? Let's get the goods in first 2 There is a competition for benefits between different stores As competitors, both sides will naturally try their best to strive for their own favorable promotional resources It is easy to arouse this sense of competition between stores by limiting the stores Since other stores are doing it, I have to do it too It's better if I do it but he doesn't! We will try to get more At this time, the supplier cooperates with the direction of "such good goods are sold to everyone, only good stores are sold to me, we have a good relationship with each other, I will take care of the goods you give you, this goods company does not make money, so we can't sell if we charge" to stimulate the morale among different stores, and guide them to make decisions that are beneficial to them In this way, in order to get good goods, the salesfloor can sometimes do without money 3 Limited stores are competitive even if they are different stores in the same system If other stores win the promotion policy, but they "have no share", this is a very "shameless" thing for each store belonging to the same system The competition among small interest groups in the system is sometimes better than that among different stores So, don't try to get it done as a whole It's also a good way to break it one by one It highlights the shortage of promotion resources and enhances the sense of value of promotion with the limited idea In terms of investment, it's best to talk about no expense If there are still relevant investment requirements, the idea of "replacement" can be used to control the cost 1 In terms of promotion, the purchase of any store will value the preferential strength of promotional products Although low price is an important requirement for promotion, it is not the only one Unless you can achieve a 50% discount, the general price reduction is not satisfied with the purchase At this time, you have two options: one is to give a promotion fee after the price reduction, the other is not to give money, but to give a batch of extra value gifts, price reduction + gifts The strength of this discount is more attractive, and the promotion of sales is more obvious The key to using gifts to replace the promotion cost investment is gifts Choice and the embodiment of the value of gifts, to really let the purchase have a kind of impulse to ask for your gifts rather than cost If the gifts are well played, novel and unique enough, and of great value (value or not price), the purchase can even promise not to reduce the cost, and Shanghai Daily will offer them to Dutou, everything is possible! 2 To replace with activities, we should know that the forms that can bring benefits to the store are not only money and goods, but also good forms of activities can bring benefits to the store For example, it can gather popularity and drive sales of other categories in the market In particular, such activities as "road show", "on-site demonstration", "knowledge lecture" and so on, which are easy to attract consumers to participate in, can not only increase the popularity of the store, but also enhance the image of the store and cater to the "face" concept of the store and procurement Many big manufacturers are playing this routine 3 In general, many suppliers will have some physical resources These physical resources can not produce value But for the store, it is likely to have its special use value For example, in the summer sales promotion, there are always some outdoor lottery activities, when the sunshade is necessary If the supplier can understand the needs of the store in advance, and use this as a replacement condition for promotional activities, it is likely to achieve two goals at one time Don't look at what things are, as long as you have him or not, and he is in need, your garbage is also a treasure, can also bring you value-added, good use of resources! 4 Replacing the display props designed by some brands with special display props not only has a sense of the times, but also improves the brand level No matter for the brand or the store, it is an excellent opportunity to improve the image The store also wants to lead in store image, customer experience and sales mode If a supplier can provide resources to achieve this, he is willing to operate You should let the purchasing know that these props are well made to support the salesfloor to make sales image; the cost of props is very high, so the number is limited, and it is impossible for every family to have them Let the display props become chips and you want to get them! In addition to the above-mentioned means, the negotiation strategy between suppliers and hypermarkets also has a great influence on the amount of promotion expenses As a supplier, you should always remember that the promotion plan itself is the core point of negotiation with the store, not the cost That is to say, the negotiation of promotion plan should be put at the first place at any time, rather than talking about money at the beginning However, many suppliers make a mistake on this issue, and often put the cost of promotion in a higher position than the promotion plan Therefore, he was caught by the salesfloor's purchasing structure and never let go of the expenses Use your own advantages to attract buyers If you are sure that your product prices and promotions are really attractive to the store, don't actively mention the cost It can even use the value of the scheme itself to purchase favorable promotion resources from the stores To put it bluntly, the cost is just a kind of auxiliary means designed by the supplier for the promotion scheme Only when the promotion scheme is not attractive to the store, it can be used as a means of purchasing You should know that if your promotion plan is attractive enough for purchasing, purchasing will arrange the promotion stack for you for sales free of charge 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,
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