Marketing: sales promotion skills all in one

Core tip: among all the promotion techniques, price promotion is one of the most direct, effective and sensitive promotion methods for consumers, and it is also the easiest to implement Because the merchants give the consumers real benefits by way of direct profits, they are favored by consumers Especially in the city which accounts for more than 80% of the low and medium-sized consumers, price promotion is more effective and has been tried repeatedly Price promotion results in the decrease of manufacturer's profit, not the decrease of retailer's profit; it gives part of profit to consumers, improves consumers' purchase intention, and achieves the goal of expanding consumers to achieve total profit 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 Paint Home News: among all the promotion techniques, price promotion is one of the most direct, effective and sensitive promotion methods for consumers, and it is also the easiest to implement Because the merchants give the consumers real benefits by way of direct profits, they are favored by consumers Especially in the city which accounts for more than 80% of the low and medium-sized consumers, price promotion is more effective and has been tried repeatedly Price promotion brings about the decrease of manufacturer's profit, not the decrease of retailer's profit generally; it gives part of profit to consumers, improves consumers' purchase intention, and achieves the purpose of expanding consumers to achieve the increase of overall profit However, the price promotion method will generally lead to price adjustment of competitors, and it is easy to evolve into a price war For consumers, if the regular discount, it is easy to make consumers dependent, so as to develop the habit of not buying at ordinary times, not waiting for the price promotion activities At the same time, a large price adjustment will make consumers doubt the price and quality of goods, which is not conducive to the healthy growth of the brand Price promotion is a sharp sword Those who can use the sword can attack the enemy effectively and kill them with one stroke Those who can't use the sword can not attack the enemy, but will hurt themselves Therefore, a price promotion, either stab the enemy, or stab themselves The key is to be able to use the sword and master the strength 1 Direct discount direct discount refers to the cash discount given to consumers during or after purchase Ordinary people prefer the products with good quality and low price, especially the real cheapness found on the spot, which gives strong stimulation to almost 90% of customers, so that 70% or even more of consumers' purchase decisions are made temporarily 1 On site discount: according to different time periods, specify the discount rate of the discount Such as 6% discount for the whole market, 3% discount for some products, etc Generally, the discount should be matched with the promotion theme to make the consumers clear that this is a staged promotion For example, if you buy from May 1 to 7, you can enjoy a 6% discount Whether the time is critical or not, the result is quite different You can also take the way of day-to-day discount over a period of time, such as 10% on the first day, 8% on the second day, 7% on the third day, and so on 2 Discount: the original price and the current price The price reduction usually requires the strong cooperation of pop, such as "the original price is 100 yuan, the current price is 50 yuan, you save 50 yuan or you save 50%", and then put a striking cross on the original price to attract consumers Or mark the retail price on the product packaging, and then use pop label to write the reduced price, such as "only for 25 yuan" 3 Cash feedback: in order to encourage consumers to buy a large number of products, manufacturers can stipulate that consumers can obtain a certain amount of cash feedback on the spot with the purchase certificate as long as they purchase products in a specified quantity or a complete set of products If you buy a set of 8-piece home theater, you can get 1000 yuan in cash on the spot You can get 10 yuan in return for buying 10 bags of washing powder 4 Uniform price: adopt the way of learning from each other's strengths to make up for each other's weaknesses, set a price lower than the retail price of all commodities, and sell uniformly For example, no matter 200 yuan a piece or 150 yuan a piece of cowboys, they are only sold for 100 yuan In terms of price, we do not give consumers any choice, but fully give customers choice in terms of style and grade 2 Instead of giving back to consumers in the form of cash, variable discounts are used to attract consumers by various means, such as buying, giving or bundling, or adding or repurchasing, etc No matter what kind of preferential method you are, consumers are always smart As long as the real preferential method is available, they will carefully calculate how much the actual benefit is Different from the cash discount, the variable discount has a larger operating space Whether it's a buy give or an increase, the products are used as the carrier to realize the discount The cost of the merchants is relatively lower, which is also more conducive to the operation 1 Multi piece purchase and gift activities: for example, buy two give one, buy three give two, buy large give small, etc., consumers can get more than two goods by paying the price of one product, which is essentially changed to discount for consumers, so as to attract consumers to buy in bulk According to statistics, the use of multiple purchase and gift activities accounts for about 65% of sales Generally speaking, goods with high acceptance and large demand have the best effect in this way 2 Combined sales: two or more products of the same product or different products are combined together to let consumers purchase at one time The total value paid by consumers is much more favorable than the sum of single purchase, so as to attract customers to purchase in sets If lipstick, eyeliner, paper oil and other cosmetics are packaged in a box, if a single purchase needs 200 yuan, it will cost only 88 yuan to complete the package Or buy a complete set of products of the same brand can enjoy a special discount of at least 6% 3 No increase in quantity or price: the manufacturer shall mark the details of no increase in quantity and price on the package of the goods, such as "buy 800 g of goods at the price of 500 g", "35% of the products of the goods are free gifts", etc The price of goods remains the same, but the quantity of products increases; that is, consumers can buy more products at the same price Therefore, it will bring more consumers to enterprises and gain more market share 4 Buy back: in durable goods, the manufacturer promises to buy back the product at the same or slightly lower price, or exchange the old for the new, several years after purchasing the product, which is another way to attract consumers to buy In the eyes of consumers, it seems too cost-effective, and the degree of discount even makes some consumers unbelievable In the eyes of merchants, it's a loss making business In fact, some customers will forget to sell back products to manufacturers in a few years, and some of the costs will be offset by a certain degree of inflation At the same time, this way can form high loyalty of customers Practice shows that people who participate in repurchase activities will buy again after getting benefits, and can spread this information to more than 20 people 3 Coupons and vouchers are the oldest, most widely used and most powerful promotional tools Coupons are generally regarded as substitutes for price reduction Consumers can get them for free, and they can enjoy certain discounts when they buy the goods with coupons Vouchers are cash substitutes, which can only be used within a certain range and time They can be used to purchase larger vouchers with less money Either way, it's all about offering instant or delayed discounts to consumers 1 Promotion of coupons: coupons generally need to be delivered to consumers through various media If the preferential content can arouse consumer interest, consumers will collect and keep it, so that it can be used in the next consumption; if the discount is small or not the product that consumers need immediately, it cannot arouse consumer interest There are generally eight ways to distribute Coupons: in the newspaper: in the form of advertisement, the coupons are published in the newspaper covering the target group, and consumers can use them after cutting off the newspaper With the high circulation of newspapers, newspaper coupons can play a good advertising effect at the same time Its feasibility is high, but its waste is large Publish in the magazine: according to the target group covered by the magazine, the magazine coupon can be delivered to the target group Its feasibility is low Fixed point delivery: different products must have different target groups First, let these target groups become visible, and then send coupons targeted This method has strong pertinence, obvious effect, but high cost Entrainment: enterprises print coupons and deliver them to consumers together with newspapers or magazines It is a way to transmit coupons through newspapers or magazines without paying advertising fees It has low cost, high popularity and good effect Mail: one of the ways to deliver coupons through postal channels It has strong pertinence but high cost Store distribution: in the store distribution of goods, it has the strongest pertinence and the highest use rate of coupons Attached to the package: attached to the package is mainly to increase the repeat purchase of old customers, which can give return to loyal customers, and has no obvious effect on new users Coupons attached to the package are generally worth more than those of the general public, and the customer's expectation is higher, because it can only be obtained on the premise of purchasing products Package coupons are generally not issued through other channels and are mainly used for feedback to loyal customers Buy as you go: the way is the same as that attached to the package You can only get coupons when you buy products The coupons are not attached to the package, but are presented by the promoters 2 Coupon promotion: buying Coupons: in order to attract consumers, retailers often use cash to buy coupons, such as 150 for 100, 400 for 200, 100 for free, etc the use of coupons is limited in the mall within a certain period of time The coupon has certain attraction to consumers, but it can not be limited too much, such as time limit, commodity limit, etc as long as the price is not inflated and the profit is really given to consumers, the promotion method of the coupon still has a good effect Gift vouchers: sometimes, retailers also give small vouchers as cash, but there are restrictions on their use For example, 50 yuan voucher can be used for 500 yuan consumption 4 Refund preference in order to attract more consumers, stimulate customers to buy continuously and cultivate customers' loyalty, if customers buy one or more products, the enterprise will give a certain amount of refund Although there are not many refunds, this kind of promotion is very powerful It not only has a good effect on attracting consumers to try, but also is suitable