[China Glass Network] Content Description: Gifts are a very common means of promotion, but can the gifts really make the promotion achieve the desired increase in sales volume? The timing of the promotion is very important, even if it is the right time The promotion can only be added to the icing on the cake.
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Gift promotion can only be a icing on the cake. Promotions should come in the hope of customers!
Many people have a misunderstanding of the promotion of gift promotion activities. They think that the promotion is to pull the sales volume. When the sales volume drops, they think of promotion. Everyone remembers one thing: the promotion can only be made into a icing on the cake and can't be used as a charcoal in the snow.
What do you mean?
Promotional activities should increase the market share of sales when there is a certain customer base. It is not demanding to stimulate customers with gifts, and to purchase products without any word of mouth and consumer groups. Remember, any customer is looking for a gift after paying attention to the product. Everyone knows that the idioms of "buy 椟 椟 ç " are very wrong if you treat consumers as such fools. Therefore, the timing of the promotion is very important.
Choose the timing of the promotion
You should start the gift promotion when the sales trend is obvious, and follow the principle of buying more and sending more, and buying more customers will benefit more. In the early stage of the promotion, there must be a complete planning plan to determine the promotion theme, promotion form, promotion time, promotion expense budget, etc., and have a relatively accurate estimate of the sales volume of the promotion, the error should not exceed 20%. That is to say, the sales promotion of the promotion is expected to be inconsistent, otherwise, once the promotion is started, it will be inevitable that the loss will be lost (of course, the promotion launched purely to combat the competing products is not included here).
The accurate grasp of the timing of promotion includes three aspects:
1. Promotional themes: For example, the anniversary, how much the sales scale has broken, thanksgiving to the old customers, and so on. Promotional themes must be there, and give customers a clear indication: this kind of promotion is not always encountered.
2, the form of promotion: buy gift promotion, the choice of gifts is particularly important, first determine the cost rate of gifts. The author generally determines the value of the gift according to 6% to 8% of the amount of the return. That is to say, the product with a value of more than 100 yuan, the purchase cost of the gift should be controlled at 6-8 yuan.
Of course, this can be flexibly mastered, such as promotion design three grades: buy 2 boxes, buy 4 boxes, buy 6 boxes. Buy 2 boxes of gifts controlled at 2%, buy 4 boxes of gifts at 5%, and buy 6 boxes of gifts at 10%. Then the information that is passed to the customer is much more to buy. Gifts must have a certain degree of relevance to the product, and the requirements are based on a certain brand, at least to give people a feeling of good things.
3, promotion time: promotion time can not be too long, too long to reach the stimulating effect of promotional activities, will lose faith in the customer; too short, the customer has not figured out the content of the promotion, the activity is over, the effect will be poor a lot of. 