[China Glass Network] In the context of "channel is king" and "terminal wins", gift promotion has been played well from tactical skills and strategies in both channels and terminals. Although the promotional items are constantly being refurbished and the promotion methods are constantly upgraded, consumers are already suffering from “promotional numbness†in the face of a wide range of gift promotions, which has forced merchants to change their sales strategies and promotion management. Flat Sandals,Flat Sandals For Girls,Fashion Girls Sandals Jinyu Imp. & Exp. Trading Co., Ltd. , http://www.fj-shoes.com
In addition, for the image value of different grades and different categories of products and the consumption characteristics of the sub-groups, the strategy planning and execution of the company is completely different when applying the gift promotion tactics. However, in the era of promotion numbness, many companies cannot sell well even if they have a large number of promotional activities, and regional brands are also experiencing bottlenecks of growth and development. In short, in the era of promotion numbness, the lack of strategic direction and the lack of a systematic marketing mix are important factors that influence corporate marketing thinking and lock in the correct marketing direction.
Promotion of two characteristics of the numbness era
“Promotional numbness†is a marketing strategy and tactical bottleneck that will be encountered after a certain stage of marketing strategy and tactical experience of any product. It is also a must for many companies.
Because, the so-called numbness, is that after the audience receives a certain information or service to a certain stage or extent, it will more or less enter a state of food and clothing or numbness, just like drug resistance or drug resistance. Then, the so-called promotion numbness era, at the marketing level, can be understood as an audience's resistance or tolerance to marketing appeals and promotional means, and is no longer tempted by merchants and enterprises to promote purchase behavior, resulting in purchase behavior, resulting in The failure or effect of the promotion cannot be achieved. This performance is generally reflected in the following characteristics.
One: resistance. This feature has become a common phenomenon for consumers to promote the promotion, means and strategies of the merchants. When they receive the information, they have already entered the state of food and clothing. That is to say, the consumer audience has no desires and impulses when they are hungry. They often turn a blind eye to the various promotion methods, means and strategies of the merchants, and have extremely high resistance.
Second: rejection. At this stage, the consumer audience has become a common aversion to the merchants, or the familiar promotion methods and means and strategies. The reason for this state of affairs is generally that the consumer audience has experienced fraudulent feelings in the past-used or pre-existing promotion methods and means and strategies of the merchants, which makes them encounter similar similarities. When the promotion methods, means and strategies are used, there is always a kind of vigilant psychology, and then promoted to rejection.
Promotional numbness, how should the gift be used?
In the face of the promotion of numbness, how can businesses and enterprises resolve their confusion? This is a question that businesses and companies are generally thinking about. In the face of the promotion of numbness, in the promotion of gifts promotion methods and means, strategies, processes, we need to pay attention to a few issues.
Don't blindly follow suit
Any enterprise, product, brand, in the promotion of gifts promotion methods and means, strategies, processes, do not blindly follow the promotion methods and means, strategies of peers, but according to their own corporate personality, product categories, brand characteristics and other resources, And carry out a comprehensive inspection, and then develop promotional methods, means and strategies suitable for the products or brand services of their own enterprises. Because the company's personality, product category, brand characteristics are different, if blindly follow the trend, it will only leave consumers with the impression of deja vu, not only make the gift promotion activities greatly reduced, and even the company's own image, the product in the eyes of consumers The impression in the brand and the image of the brand have a negative effect.
Carding the market
Here, the market context is a comprehensive check of the market, including the market's environmental analysis, actual target consumer groups and potential consumer groups, channel layout, media choice, policy environment, etc., and these factors are the impact of promotion promotion. The key factor.
Do not understand the market environment, how to promote product promotion? How to promote marketing without clearly defining the actual target consumer groups and potential consumer groups? Do not fully arrange the channels, how to ensure the success of the product market promotion? Media selection is actually the key to the transmission of product appeal information, and it is also a guarantee level link for promotion promotion.
Pulse consumer psychology
Different consumer groups have different consumer psychology. When making a gift promotion, the merchant must accurately characterize the main consumer group of the pulse product, and accordingly formulate a corresponding gift promotion plan, so that it runs through the entire gift promotion implementation process. For example, compared with male consumers, female consumers pay more attention to the product's practicality, detail design, appearance, and are more sensitive to price, and their mood is more variable. Therefore, mainly for the products of female consumer groups, we should transfer and implement the promotion methods, means and strategies of merchants and corporate brand products from these aspects.
February 08, 2019