When marketing innovation becomes more and more difficult, companies and dealers have to re-use conventional marketing methods, how to play a more important role in the conventional means is the key to determining the success or failure of marketing. As the saying goes, "The heart is not as good as action", its meaning is to emphasize the importance of decision-making or execution. However, for the regular activities or strategies in alcohol marketing, it is not enough to copy the "actions". What is more important is to understand the true theme and intention behind the marketing activities, and to make more efforts to make marketing The details are more able to impress the target group.

In reality, many companies use marketing campaigns for others without thinking and using them. The effect may be a world of difference, or even counterproductive.

Tourism activities: Do not "form" to "satisfaction"

In recent years, both enterprises and distributors have been popular in organizing customers to participate in some tourism activities, such as organizing dealers, wholesalers, end customers or group purchase customers to travel to some scenic spots or tourist destinations. It can not only achieve the purpose of rewarding customers, communicating feelings, enhancing cooperation, but also conveying the company's new plans and new ideas in tourism. However, the same is to organize a tourism activity, different companies to implement, the effect may be a world of difference. Since it is a service and rewarding activity, the key is whether your activity can make customers "sport and satisfied". If you can't make customers tempted, but let them be dissatisfied, it will not only promote cooperation and sales, but also have a negative impact.

For example, a dealer, Shen, has a big increase in sales in 2007. In order to reward his second batch of merchants and to increase the relationship between himself and the second batch, Shen is preparing to organize them to travel at the end of the year. . After some understanding, Shen discovered that Lijiang and Shangri-La tourism in Yunnan is a hot spot in tourism in recent years. Although the cost is slightly higher than other regions, in order to let the two manufacturers enjoy their fun, they will make bigger sales for the coming year. Hard work, he thinks it is worthwhile to spend more money. Soon he contacted a travel agency. After some bargaining, Mr. Shen got a relatively favorable price. Subsequently, Manager Shen entrusted his second batch of business to the travel agency. Because of the savings, Mr. Shen was also proud of it for several days.

After sending away the second batch of merchants, Mr. Shen also gave himself a few days off and began to prepare for a new marketing plan. A week later, the second batch of merchants from Yunnan Tourism returned, and Manager Shen began to visit the second batch to arrange the sales tasks for the new year. Manager Shen is full of thought that the two batches who have just returned from the tour will definitely have a higher enthusiasm for him because of his travel reward. However, to his surprise, the two batches are generally very cold to his visit, for his new year. The plan is also not very enthusiastic. This made him very puzzled. After half a month, he once learned the reason when he chatted with a business person of a certain batch of business. It turned out that the service of Yunnan Travel Company was very poor, especially after Shen Manager lowered the price, not only the conditions of accommodation were poor, the quality of the food was poor, and sometimes the food was not enough to eat. Sometimes the second batch of merchants had to add their own. meal. In addition, the trip is too compact, travel has become a hurry and a horse, and even some attractions are too late to see. In this regard, the second batch of businessmen participating in the tourism is quite dissatisfied with this. Some distributors even privately swear: We have given you a busy year, and you actually sent us in such a way, obviously it is perfunctory, and there is no sincerity. This has no enthusiasm for subsequent cooperation.

Yan Zong of Hebei Xuri Sugar Wine believes that organizing such tourism activities must be led by agents personally, and the second batch of business with the group service, handed over to the travel company is a taboo for organizing such activities. Some travel companies do not have their own services. If you press the price again, the service will be greatly reduced. Since it is the "reward" of the second batch of activities, it must be allowed to play a role in the reward, the details must be in place, so that the second batch can understand the enthusiasm and thoughtful service of your service. For example, the schedule must not be too tight, accommodation conditions, food quality personally check, so that customer satisfaction is the ultimate goal of this activity, otherwise it may be good to do bad things, spending money has a bad effect.

Terminal display: For "display", it is more important to "sell"

Terminal display is a compulsory course and basic course in alcohol marketing, but many companies and distributors fail in this compulsory and basic course. Formally, all enterprises and dealers attach great importance to terminal display, and even in order to obtain a larger display surface, better display position, and invest a lot of money and resources, but a puzzling reality is that many The company has done a good job on the exhibition, but in fact it has not been effective. The reason is that many companies only have the "action and form" of display, but do not understand the marketing purpose of terminal display is sales, the condition of sales is to make the terminal and consumers "moving".

Manager Chen of Anyang, Henan Province, is a wine distributor. In 2007, he took over a strong regional brand. Manager Chen was very confident about the brand. After detailed discussions between the manufacturers, a marketing plan was formulated. After that, Manager Chen began to work on the market in the previous stage. . The famous smoke hotel channel in Henan is a local liquor channel. There are nearly 2,000 hotels in Anyang, and the sales volume is large. It is a sales channel that can not be ignored by any liquor company. It is also a must for Chen to rely on the pre-market stage. Into the channel. In order to start the market quickly, Manager Chen is ready to distribute the goods free of charge to the influential smoke hotel. One type is a smoke hotel with a charge, a smoke hotel with a good image and a high sales volume of famous wines. If the products are to enter the market, they must pay the store fee and need to sell the goods. Some smoke hotels with group purchase resources behind them are also the key parts of the smoke hotel channel. There is no need for entry fees, but they need to be sold out. When these two types of tobacco hotels were sold, Manager Chen sold out 1 million goods, and spent more than 100,000 entry fees. The distribution efforts were not too big.

After the distribution of the goods, Manager Chen visited the market and saw that his products occupied a large pavement and a good display position. Manager Chen relieved that the terminal display was completed and the market would soon be sold. More than 100 Ten thousand goods will soon become a return bill.

But half a month has passed, the market has not improved much, and the payment has not been as good as imagined. Manager Chen is very puzzled: the terminal display is doing so well, why is the market not selling?

Yan Zong of Hebei Xuri Sugar Wine believes that terminal display is only a necessary condition for the market, not a sufficient condition. In order to make the market generate sales, in addition to doing display and letting consumers see it, it is also necessary to make the end customers "moving." Of course, if there is no advertising, you need some thrust from the terminal. The front step can set a certain profit drive for the terminal. For example, a certain sales commission for the terminal, the ratio is generally 2-5%, paid in the form of cash, or deducted by the goods. Driven by the interests, the terminal will actively promote your products, and the market will be able to "drive". The second step is to do the details of the terminal "moving sales" and let the consumers "move".

In addition to the promotion of promotional items, some details of the terminal display are also important. For example, the display should be neat, the appearance of the display should be kept clean and free of dust, and the display should be replenished at any time. Many companies do not pay attention to this problem. The exhibits can be displayed for several months or even half a year. Not only is there a layer of dust or even damage, in order to give consumers a decent product, they often need to take it from the back warehouse. goods. On the surface, it is a habit to serve consumers. In fact, this habit is very harmful to consumption. First, dusty samples make consumers feel that your products are not selling well. Second, many consumers think that the clerk is going to take the fake goods when they go out of the warehouse. Therefore, the goods are taken from the cabinet, which not only reassures the consumers, but also keeps the display items constantly sold, giving the consumers a good image of the best-selling wine.

From the above two cases, it is far from enough to have “action” in alcohol marketing activities. It is also necessary to make your marketing goal “moving”, especially in the current homogenization competition, who can make customers and consumers Whoever is "moving" can succeed. And letting customers and consumers "move" and increase the "bribery" is not a better choice. If companies are more "intentional" in marketing, there may be unexpected gains.

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