How to successfully organize product promotion
Promotion meeting In short, an promotion is an event held in the form of a conference for the promotion of products (or corporate brands). Because it has the characteristics of quick communication with customers, it is often used by enterprises and business people. Such as media promotion conferences, product promotion meetings, service promotion meetings, staff promotion meetings, etc. are all areas of promotion. This article only talks about product promotion. According to different organizational methods, promotion meetings can be divided into three types: customer year-end appreciation meeting, new product promotion meeting, and product promotion meeting. The promotion we usually refer to generally refers to the latter two. According to the different target audiences, the promotion meeting can also be divided into commercial promotion meetings (target targets are mainly channel wholesalers) and pure sales promotion meetings (target customers are downstream customers of the channel chain), which is commonly referred to as retail terminal customers. Product promotion meeting four steps First, preliminary preparation If the organization product promotion meeting is likened to building a building, then the preparatory work is to lay the foundation. Whether the foundation is compact or not directly determines whether the building can be built and the quality of the building after its completion. Whether the preliminary preparation is sufficient or not directly determines whether the activity is successful! This stage mainly includes: Explicit expense budget: Determine the budget for the activity according to the scale of the activity, the grade of the activity, etc. It mainly includes gift expenses, product promotion expenses, gift expenses, exhibits expenses, food and beverage expenses, venue rental, promotional items and other expenses. Determining the theme of the event: With the increasingly fierce market competition, the promotion activities of various manufacturers are almost the same as your singing. Therefore, choosing a suitable and novel theme of the event can make the proposed conference different and attract customers. Active participation, increase customer desire to participate, and thus enhance customer participation rate. Choose a cooperative business and communicate with it in depth: whether it is a commercial promotion meeting or a pure sales promotion meeting, it is better to co-organize with a local commercial company. This will be sufficient for its local impact and network resources. Cooperative business is better when it comes to a well-known and influential business company, and it is deeply and fully communicated with it, especially to obtain the leadership of it. This is crucial, and it is also a prerequisite for successful events. Otherwise, it may be half the effort and even lead to abandonment. Determine the time of the event: Learn more about the specific time of the event and the other relevant information about the event. In principle, you should choose before your competitors hold events, or at least a week later. Otherwise, conflicts are easy to occur, resulting in a discounted effect. If it is a pure sales promotion, the time of the promotion should not be set at the weekend (because for the retail terminal, the weekend is often the peak of sales, most are not willing to participate in similar activities), on the contrary, if it is a commercial promotion, it is better to choose at the weekend. . The head of the commercial company on weekends is more abundant. Determining the venue: The venue of the event should be basically consistent with the identity of the invited client and the corporate brand image. It can neither be infinitely high, otherwise it will increase the promotion cost, but it should not be too cold, even if the customer is dissatisfied, and the corporate image will fall. . Determining the participants: Inviting participants should pay attention to the following matters (1) The customer invitation is better in the name of cooperative business, and let its business personnel participate in determining the list of invited customers. (2) State-owned, collective unit customers and private sector customers should be treated differently: the latter is better not to be invited as the same as the former, otherwise it will easily lead to more unforeseen problems, and the development of the event promotion policy will also be lost. (3) Customers with administrative affiliation should not be invited at the same time. For example, township hospitals and village clinics should not be invited at the same time. This mainly considers Chinese human culture. Determine meeting agenda and activity policy Invitation letter and information feedback: After confirming the above matters, the invitation letter and the activity policy brief should be sent to the invited customers in the form of invitations about 10 days before the event. It also urges the business personnel of the cooperative commercial company to follow up in a timely manner, and should personally interview the big customers and key customers. About 3 days before the event, the invited customers should confirm by phone one by one. In order to be aware of the attendees. Second, on-site control The key to the event site is whether the atmosphere of the event is rendered good or bad, which directly affects the overall effect of the promotion. 1. Perform on-site layout for half a day in advance: such as exhibit placement, promotional item layout, audio and projection equipment debugging, etc. 2. Half an hour before the start of the event, service personnel (including welcome desks, sign-in desks, etc.) should wear badges and service posts. At the same time, the venue can broadcast corporate videos. 3. The atmosphere at the scene should be based on active and Jiqing. The moderator should be good at rendering the atmosphere of the scene and fully mobilize the interests of the participating customers, such as inserting appropriate amount of interactive games and winning questions and answers during the period. 4. Control the agenda time of the meeting Some manufacturers are accustomed to inviting customer representatives to speak, guest speeches, product introductions of manufacturers, etc. as an agenda, this is not a bad idea. But for such an agenda, you should grasp the time. Under normal circumstances, the customer representative speaks and the guest's speech is 2-3 minutes. Activity and manufacturer product introduction is about 20 minutes. (Of course, if it is a new product launch promotion meeting, it can be extended appropriately) Third, after the meeting Many business people think that once the promotion meeting is over, everything will be fine, and there is no need to do any follow-up work. Only the performance is continuous! This is a big mistake! In fact, the role of promoting the conference site is extremely limited (the effect of conference marketing may be better). In just a few hours, it is impossible for customers to have a more comprehensive understanding of the manufacturers and their products, and of course, the impulse to generate transactions. Even if there is an impulse on the scene, if there is no action, it is also a loss. Because, in today's highly developed information, it won't take long, customers will throw you out of the clouds! Therefore, after the meeting, the manufacturer's business personnel should promptly and continuously track and return visits to the participating customers (at least important customers and potential customers). Carefully listen to their opinions and suggestions on products or services, timely solve their confusion and problems in the sales process, and constantly strengthen the customer's impression of the manufacturers and their products, and then make the actual actions of purchasing. Fourth, evaluation and summary Assessment and summarization is an integral part of a successful promotion, with the aim of providing lessons and lessons for future promotional activities. The evaluation can adopt the input-output ratio evaluation method, the sales incremental return ratio evaluation method, the benefit incremental return ratio evaluation method, the marginal benefit evaluation method, etc. (for details, please refer to <Medical Economics News> December 3, 2007 Marketing Edition < Promotion effect evaluation method>) V. Two key elements for successfully holding a product promotion conference 1. Business attention It is very important for cooperative business to pay attention to the promotion meeting, which directly affects the effect of the activity. Only by causing it to pay attention will it move its resources. The criteria for judging whether cooperative business is valued are mainly as follows: (1) Whether it is arranged in the form of a task for its subordinate business personnel, and has formulated corresponding assessment, reward and punishment measures; (2) Whether to reserve enough product inventory; (3) Whether it is held or not, no other manufacturers take the opportunity to “free rideâ€. 2. Communicate before the meeting. The so-called sharpening of the knife does not miss the firewood! In order to achieve the intended purpose of the promotion, it depends mainly on whether the preparatory work before the meeting is solid or not. This includes understanding the types of customers, customer needs, the frequency of similar promotions held by the cooperative business itself, local customs, and so on. In particular, communicate with the business itself on the event itself. It is not difficult to imagine that there will be no good early stage organization and communication, and the effect will be. There are no solid pre-conference preparations, and examples of poor promotion results abound. Several management blind spots I. Activity planning From the practical point of view, the promotion will often become the killer arrow for business personnel to press the goods to complete the sales task! Once there is pressure on the sales task, immediately apply to the sales executive for a promotion meeting. It is even more unwise for some sales executives to even send promotional events to their subordinates in the form of tasks. The reason for this misunderstanding is related to the lack of planning for promotional activities by sales executives. As mentioned earlier, promotion should have a suitable, novel and distinct theme. Therefore, the sales executive should be good at the reasonableness and more detailed planning of the theme, region, frequency and scale of the annual promotion activities according to the customs, holiday customs and seasonality of the products in the market. In this way, each promotion activity can play a role of mutual inheritance, resulting in superimposed effects, and is also prone to sensational effects. Business personnel can also arrange activities according to the plan as early as possible. Second, gift management Many enterprises hold promotional policies for ordering gifts, and these gifts are basically allocated through cooperative business. That is, the manufacturers pre-store some of the gifts to the commercial warehouse, and the goods are delivered according to the customer's order. After the event, the manufacturer's business personnel will make more refunds based on the customer's purchase receipts and cooperative commercial settlement. This kind of management is actually not rigorous, basically out of control, it is very easy to cause the waste of gifts. This is mainly manifested in: after the customer receives the gift, the returned goods are returned to the business, so as to receive the gifts; even the cooperative commercial production of false purchase documents to take the manufacturer's gifts. For the gift management, it can take measures such as inventory before and after the commercial activities, real-time monitoring, random inspection by factory personnel, and no return during the activity. In short, it is not allowed for commercial companies to distribute gifts on their behalf. Manufacturers should strengthen their sense of responsibility and prevent, supervise and control them in a timely manner. Third, false promotion Often invited by friends to participate in false promotion meetings, dubbed "media". That is to say, it does not really hold a meeting, nor invites real customers. Only a group of colleagues, friends and other "media" can be used as a customer, and the organizer can take a few photos. Such false promotion will be mainly organized by commercial companies, factory business personnel or individually or conspiring. First, the commercial company or the business personnel of the manufacturer colluded to collude and collect the expenses of the manufacturer. Second, the business personnel deceive the sales executives to collect the expenses, so as to rush the goods at a low price, and even fill the pockets! In fact, the sales executive should judge whether the promotion is true or not. As long as the spot check is based on the contact information in the customer's sign-in form, the truth is clear, or the problem can be found based on the evaluation and summary report of the business personnel. The key is that managers can't be bureaucratic, and they only review the promotion costs with just a few live photos. At the same time, the sales executives will increase the crackdown on these phenomena, especially the case of business personnel participation, and must be severely punished, and will be notified and criticized to alert other business personnel so that they do not dare to try again.