"May Day" holiday marketing: mistakes - goals - methods

China Paint Network
News: "May Day" holiday is coming, some of the coating enterprises mo fist rub, ready to dry a big dry, some but no news quietly, it can be seen that once the geometry of the hot and unstoppable
coal
industry holiday marketing has also come to the "bottleneck period." In recent years, affected by the real estate industry, the downward trend of the home building materials industry is obvious, the paint industry is not back to the red-hot state of the year, before each holiday is
saluing enterprises
of the "army must compete for the land", can always hold out the topic of promotion; And from last year, home building materials coating enterprises and their distributors began to the so-called holiday promotion "not heart", in fact, there is more heart powerlessness, if the promotion can not bring revenue but also lose energy, it is better not to do. But for enterprises and distributors in the paint industry, the current market environment, holidays are more like "chicken ribs", tasteless food, abandoned a pity.
But holiday marketing is not without no use, to say, at least can improve brand awareness and influence, such as this year's May Day, German Pinhe paint and Finnish Finn paint is fully prepared, Pinhe paint in the May Day period joint Tencent Youku platform to carry out "everyone to help cut" activities, as long as the sharing to friends to invite friends to help cut prices, that is, the lowest price of 1 yuan to buy goods; At the same time on WeChat and Weibo to participate in polite activities, for the holiday promotion in advance to accumulate popularity. The turntable activities on the official WeChat of Finnelin paint are also in full swing, and the popularity is only growing. And the domestic Zhuang classic paint is also the introduction of the May Day discount gift, in its terminal stores can not only enjoy discounts but also give away small appliances.
Since the intention to carry out holiday marketing to do the best, and in the same way of promotion, the most rare is innovation, creativity, this paint enterprises dream of differentiated marketing is not mysterious, the following is to see the small editor for everyone to organize the "May Day" marketing tricks and need to be careful to avoid the misunderstanding.
The marketing of the world and the people, nothing but the market environment, dealer support and cooperation, paint store salesmen, customer psychological skills and so on, but these have to be around a foundation, that is, paint products, that is, the main role of holiday marketing,
paint brand
want to stand out in the May Day holiday promotion, inevitably to pay attention to what products consumers need, cost-effective products are always welcome, and the current situation, environmental protection and personalized coating is also a factor to consider.
In addition, paint enterprises or distributors in the formulation of the May Day marketing program, we must first think clearly the goal of this activity, is to improve sales-oriented or promote products as the focus, promotional objectives are different, the choice of ways are not the same, to enhance sales-oriented when the best bundled best-selling products to do promotion, the use of cash incentives, gifts, cumulative purchase incentives and other forms, in fact, in the stage to reduce product prices. If it is to promote key products, then to use the method of promoting the sales link, choose promotional products do not use the same product gift way, can be used to implement cumulative sales awards on the sales link, to consumers to distribute meaningful, fun souvenirs, so that products as soon as possible through various means such as consumer awareness, recognition, like the product.
The day here said that the "day" is the May Day holiday, although the paint industry's holiday promotion is no longer the style of the year, but still is a good time to increase sales volume, improve brand influence, small long vacation coming, ready to decorate but weekday hard work white-collar workers also go out of the house, choose paint and other decoration items, if the paint brand to give a certain promotional profit, that is greatly stimulating consumers' desire to buy, and the current is also the decoration season, so the five-day holiday is the paint industry.
China's vast geographical area, different regions of the paint market environment is not the same, some developed areas
plasm manufacturers
many, rich paint brands, consumer choice is more, so rely on technology, service, personalization and other advantages more easily stand out; There are also less paint industry in the underdeveloped areas of the paint brand, consumer awareness of this area is less, the requirements are not much, when advertising and "price war" can be more effective ... When it comes to specific marketing methods, it depends on the local influence of the paint brand, consumer awareness and purchasing power.
brand's May Day holiday marketing, "people and" factors occupy an important position, after all, consumers are the final decision to buy products. As mentioned earlier, consumers like cost-effective products, so in the holidays can choose one or several main cost-effective products to promote, of course, for high-demand consumers, environmental protection and personalization is more important, now tu enterprises are talking about environmental transformation, have launched environmental protection products, May Day holiday, it is time to put the results of these transformation to consumers to be tested; As for personalization, service and coating are not to be ignored link, young consumers like DIY brush paint, the pursuit of colorful youthful, if there is no such representative products and services, perhaps lost this age group of consumers.
But "people and" not only refers to consumers, it also needs the support of dealers,
paint factory
preferential policies are lost, as well as the need for paint store sales staff with a good professional level, paint sales are not the same as mobile phones, television sales, directly can be displayed, but also different from food, beverage sales, can try. Once the customer has the desire to buy, the salespable is obliged to inform the coating method, precautions, as well as related preparations and emergency measures, such as secondary coating wall treatment,
painting
foaming how to do, paint pinhole how to deal with ...
Paint brands in the holiday promotion, usually confused, including the promotion target and targeted at the consumer groups do not have a clear understanding, the following mistakes need to be avoided:
We all know that one of the main means and methods of holiday marketing is "price reduction promotion", advertising, promotion, etc. are around the price. But many enterprises rigidly believe that price reduction promotion is a big "price war", the focus of marketing on how to reduce commodity prices, the result is often at best to lose money to earn a drink. In fact, in the holiday marketing, manufacturers business promotion is second, the promotion of products is the most important, if not guided, consumers will not pay attention to the products you want to promote, discount is what they want.
In the holiday promotion after a period of time, paint manufacturers and merchants often reflect, why the promotion costs are high, the promotion range is not small, the prize is also sent out, why the effect is not obvious? It is likely that the marketing method is not for potential consumers to do, the preferential news and benefits sent to ordinary "passers-by" there, really want to buy paint consumers do not know anything, so paint brands in the holiday promotion must analyze the target customers and research can attract their marketing programs.
Today's paint stores are also paying more and more attention to the consumer experience, they will be in the paint product quality, color, rendering effects and so on to provide consumers with the most realistic experience possible, but sometimes because of lack of preparation and experience and make a mess, so that consumers who really want to buy products in the store also Confused, mistakenly thought that this is a management chaos store, naturally will not have a good impression of the paint brand, therefore, do not fight un prepared for the war of experiantive marketing is to lose, because of the big loss, is the need to avoid the marketing disaster.
to say marketing mistakes, in practice, we must drug the disease, so that the target consumers "to the bowl":
how to "holiday marketing" in the end? It is important not to equate holiday marketing simply with "price reduction promotion", but to take a global approach and systematically and comprehensively plan and prepare for it. No products can impress consumers to support, holiday marketing will be like no wood, no source of water. Global
coating network
understand that in a particular festival to impress the vast majority of consumer nerves of products are generally always with a "festival" selling point, so, capable and far-sighted manufacturers, will always target specific festivals, bold innovation, research and mining consumers' holiday consumer psychology behavior, the real needs of the holiday market and related products, and develop an effective travel, quite festive characteristics, adapt to the holiday marketing product portfolio strategy, so as to find another way to seize the opportunity to open the holiday market.
festival marketing activities, paint enterprises should focus on consumers "experience demand" mining and excitation. As early as before the arrival of the festival, the enterprise on the organization's distributors on the first-line terminal promoters to carry out relevant training, and in the promotion site to open up the event area, creating a consumer life scene, and through professional design of the "words" and promotional staff skilled guidance, so that consumers quickly into the role, stimulate his desire to "experience."
Consumers' desire to buy during the holidays is magnified, and what they buy and consume is not just a material product, but is attached to the emotion, culture, and even "belief" of the product, which will make the "use value" of the product infinitely enlarged in the consumer's mind, often In the subtle can cultivate and retain a loyal consumer group, because, the products launched by the merchants have become consumers to pursue and meet the emotional material symbol, consumption, they often ghostly make the product and their own emotions and heart reactions equal. To reach this level, is to increase prices can also continue to sell miracles.
Although the "May Day" holiday is the first three days of May, but there are many paint brands to advance the promotion to the end of April, the aforementioned Pinhe paint, Fenlin paint, Zhuang classic paint are so, "hot field" activities not only to the upcoming promotion peak diversion, but also to give consumers more time to consider the choice, can be said to be a two-pity.
And in previous years, the holiday marketing focus on trade fairs, procurement fairs and other ways are different, now paint brands prefer to choose new media marketing, such as Pinhe paint with enough WeChat micro-blogging convenience, Fenlin paint to use WeChat's new activities, May Day to bring freshness to consumers, and the benefits behind it has not decreased, can be said to be with the times of the holiday promotion.
the three-day "May Day" holiday tomorrow, there are plans to launch marketing activities of the paint brand ready? May all brands get sales and word-of-mouth win-win in this festive feast!