In 2012, the competition was very fierce. The promotion of the sanitary industry was frequent, and some even spared no expense, exhausting the tricks, only to find a "good-looking" sales figure. In fact, this sentence is not difficult to understand, once the product is sold slowly, not only in front of the peers can not lift their heads, and even more terrible is that at any time have to worry about the situation of capital turnover.
In the face of various promotional methods, bathroom dealers have a lot of complaints, because the promotion rules that have been used in the past are no longer applicable today. However, the promotion is often the listing of new products, expanding market share, and countering competitors. A big weapon. Below, Liwei Sanitary teaches you how to choose the right marketing method.
First, the gift promotion
Gift promotion is a common promotion method that takes advantage of consumers' small and cheap psychology, and is very effective in holiday use. Most of the building materials are durable goods, especially small building materials such as lighting, switch sockets or decorative paintings, which are more suitable as gifts for promotion. When bathroom companies use gift promotion, they must consider the relationship between promotional products and gifts. Such a promotion method is more practical for consumers and easy to achieve good results.
Gift promotion also accounts for the promotion cost. The value of the gift is too high. Although it can increase sales more effectively, it can't make money, and the value of the gift is too low to be insincere and can not attract the attention of potential customers.
Second, special promotions
Special promotion refers to the method of preferentially lowering the price in the short term, and discounting the customer at a price lower than the normal price to achieve the purpose of promoting sales. Because special promotions have special attraction and strong visual impact on customers, they are widely used by building materials manufacturers. The timing of special promotions can be found in discount promotions.
Analysis of advantages and disadvantages:
When carrying out special promotions, you should find a suitable reason for special promotions, and you can't let consumers think that the products are slow-moving or have quality problems before they cut prices. The judgment of the special promotion range is also a difficult problem. The range is too small, the attraction to customers is small, and the promotion effect is not obvious. The magnitude is too large. Although it can greatly increase sales in the short term, it will lose a lot of profits and will not pay for it.
Third, the sweepstakes promotion
The sweepstakes promotion is to use the people's luck, the pursuit of stimulating psychology, through the lottery to transform into the desire to buy. The audience for the sweepstakes is very wide and there are many consumers involved.
Analysis of advantages and disadvantages:
The sweepstakes promotion is a kind of promotion that relies on prizes to attract consumers. Therefore, the setting of prizes is the key to the sweepstakes promotion. Generally speaking, it is necessary to set prizes according to the price of the products. The prizes of the event must have special features, and the right amount of prizes must be set. The winning rate must be high and the prizes must be large. It is recommended that prizes be best set up as product vouchers or other service items rather than cash, which is more conducive to promoting sales and reducing the cost of promotion.
Fourth, value-added services
Value-added services refer to the provision of additional good services to consumers based on the value of the product itself. This type of promotion is very suitable for building materials that often require on-site service and after-sales service. For example, if a consumer purchases a certain amount of floor, the operator provides free home delivery and paving services; consumers can purchase free paint at the agreed time and enjoy free delivery and color matching services.
Analysis of advantages and disadvantages:
The advantage of value-added services is that operators generally provide humanized and caring services, which makes it easy for consumers to feel good about the brand and is more likely to introduce other customers to you. However, because value-added services are mostly similar, they are not differentiated. Therefore, operators need to use product features to explore some more distinctive service projects.
Five, gift promotion
Gift promotion is a common promotion method that takes advantage of consumers' small and cheap psychology, and is very effective in holiday use. Most of the building materials are durable goods, especially small building materials such as lighting, switch sockets or decorative paintings, which are more suitable as gifts for promotion. When using gift promotion, you must consider the relationship between the promotion product and the gift. Such a promotion method is more practical for the consumer and easy to achieve good results.
Analysis of advantages and disadvantages:
Gift promotion also accounts for the promotion cost. The value of the gift is too high. Although it can increase sales more effectively, it can't make money, and the value of the gift is too low to be insincere and can not attract the attention of potential customers.
Six, bundled promotion
Bundled promotions generally use hot-selling products to drive slow-moving products, such as discounts on the purchase of hot-selling bathtubs for slow-moving washbasins. Bundled promotions often bring unexpected surprises to customers. Some operators do not tell the other party this preferential information before consumers choose to buy hot products. This is where bundled promotions are different from discount promotions.
Analysis of advantages and disadvantages:
The bundled promotion is worth noting that a hot-selling product has up to two unsalable products. Generally speaking, one with one effect is the best. Bundled products must have consumer demand, otherwise, the promotion effect is difficult to reflect.
Seven, cash deduction
Faced with a wide variety of discounts, consumers' interest and enthusiasm have gradually subsided, and the once-popular vouchers have also caused consumers to resist because of artificial restrictions. As a result, some operators are now beginning to imitate the retail industry's attempt to cash deductible promotions. The cash deduction is as soon as the consumer purchases the specified product and can immediately receive cash back at the place of purchase.
Analysis of advantages and disadvantages:
The cash deduction can make consumers feel that this is a real cash concession that can be arbitrarily controlled by the consumer without being restricted by too many people. Therefore, this promotion method is more easily accepted by consumers, and the promotion effect is more obvious.
Eight, joint promotion
The biggest advantage of the joint promotion is that the members of the promotion alliance can achieve greater promotion effects with less promotion costs. Specifically embodied in: first, cost sharing, reduce the corresponding promotion costs; second, consumption integration, to achieve brand interaction; third, complementary functions, enhance promotional effects; fourth, risk sharing, to resist market shocks.
Analysis of advantages and disadvantages:
To make a joint promotion, you should choose the right alliance product, because many merchants in the joint promotion must sell different products, and the brands inside the alliance often need to be well-known.
Nine, public relations promotion
Public relations promotion refers to the promotion of public welfare activities or the creation of public events by themselves, so as to achieve the purpose of promotion through the influence of events.
Analysis of advantages and disadvantages:
For example, some products will be 1% or 1% of the proceeds from each sale. Used to donate to the charity fund. Previously, there have been cases of successful cooperation between David Floor and Jet Li's 壹 fund, which has also enhanced the image of the company while expanding sales.
Ten, SMS promotion
SMS promotion is the next fashionable promotion method, and it is also a low-cost promotion method. When operating SMS promotion, please pay attention to SMS not to cause harassment to mobile phone users, otherwise it will cause consumers' dislike, which will affect the brand image of the operator.
Analysis of advantages and disadvantages:
SMS promotion is generally combined with other promotional methods, such as special promotions, discount promotions, and so on. Practice has shown that SMS promotions are usually more effective for older customers who have established trust relationships.
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